Question

(Integrated Marketing Communications)

FELICITY’S FINE FORMALWEAR

Certain occasions require special clothing. Felicity’s Fine Formalwear provides tuxedos and other dress-up essentials for men along with wedding and prom dresses for women. The store, which is located in a major metropolitan area has been in business for nearly a decade.

Formal attire experiences several key seasons. First, the late spring is when teenagers rent prom dresses and tuxedos. Early summer, especially June, is the time when rentals for weddings reach their peak. A third season takes place in the months of December and January, when many social occasions surrounding Christmas and other winter festivals take place. Often the customers for these events are older than high school or college age.

Recently, Felicity noticed a drop in tux rentals and prom dress purchases. A new competitor in town might explain the loss of some of this business. In the past, Felicity used one magic tactic to entice high schoolers to her store. She would offer a free tux rental to a few males in each high school if they would, in exchange, wear a different tux to class each day for one week, usually about four weeks before the dance. She would do the same for females and prom dresses. This in-person approach worked well for many years but seemed to be losing its punch.

After a great deal of thought, Felicity decided it was time to engage in two new tactics. First, she developed a relationship with the primary limousine service in the city. Many high school prom-goers would rent a car for that night. Offering a tie-in between the automobile and prom attire seemed like a logical and enticing approach for both rental companies. Second, it was time to engage in advertising directed at the high school crowd and their parents. Some ads would appear on television, especially evening news programs that Mom and Dad would be more likely to watch; others would be streamed online to reach the students themselves.

The primary goal of these ad campaign was to teach prom attendees and their parents. The secondary goal was to entice those who attend other events, including weddings and formal Christmas galas to recall Felicity’s Fine Formalwear when the time was right. Felicity also hoped to build long-term loyalty and return business.

Suppose Felicity decided to create a flyer to be placed on cars at the local high school. Decide which message strategy, appeal, and execution you would use. Explain why you chose this particular combination. Now design the flyer for Felicity. You can make up contact details such as phone number, address etc.

Answer 1

There is definitely room for some more strategies which could be used as a way to reach out to maximum customers. Another effective strategy which i probably could use is to bring in more varieties of tuxedos and prom dresses. Now, this would be possible if we could reach out to the youngsters and collect this data as to what more they are expecting in a tuxedo or a prom dress. One neednot have to necessarily lower down the current cost in order to gain customers but it can be done by simply being innovative. People who goes out for various functions or celebrations, they all prefer to look something new and special and this comes from being innovative. if a collection of data can be done as to what they prefer more in a tuxedos/prom, this would definitely lead to creating something which they would prefer to wear. I believe if you can combine innovation with quality, then you dont have to compromise on the cost. Poeople will definitely prefer your product over the competitor and this makes you stay ahead of the competition.