Thanks to editorials in magazines like Elle, Bazaar, Lucky, and Allure, as well as television shows such as Queer Eye, 100% Hotter, and What Not to Wear, you are probably familiar with the power of the fashion makeover as a way to reinvent one’s style and possibly even oneself.
The need for a facelift or makeover doesn’t extend to just people. Marketers are often charged with making over the companies they represent. Even long-standing brands like Saks Fifth Avenue require continual updates to their look and feel in order to maintain their appeal over time.
Your task is to research every aspect of the brand CK jeans and CK underwear. You will perform background research into the brand’s history and current standing; examine the marketplace, consumer trends, and competitors for opportunities and threats; and offer recommendations for how to “reinvent” the brand using the marketing mix (five P’s) and any other tools or tricks you may discover along the way.
For Module 1, please complete the following:
Explain why you believe the brand requires reinvention.
Summarize the scope of reinvention you believe the brand requires. For example, just a facelift (refresh) or a total makeover (rebrand)? Be sure to cite specific articles, trends, and statistics that back up your claims.