Benefits and product/ service features
The main concept of Nimo's Boutique – is to deliver high fashion and quality at an affordable price. Nimo's Boutique purports to convey to the masses the trends created by famous designers. The constant updating of the range of goods turns visiting the stores of the company into exciting adventure for fashionistas. The brand manufactures stylish clothing for young women in order to give them opportunity to create looks that are always in trend at low cost. The accessories created by Nimo's Boutique such as jewelry, backpacks and hat-boater that enables customers to set up the finite look. Moreover some clothing of the brand resembles the products of luxurious brands such as Burberry and Gucci in order to fulfill the dreams of fashionistas. The materials used in process of production are both natural and artificial such as polyester, cotton, and viscose.
Competitive review
The main competitors for Nimo's Boutique are mass-market brands such as Zara, Forever 21, H&M, Gap, Philosophy and others. At the same time the products of young designers trying to decrease prices in order to enter the new markets are also considered to be opponents of the analyzed brand. The growing popularity of the Ali-express leads to occurrence of vast number of the mass market suppliers. Also the small stores and ateliers with the low prices are examples of the indirect competitors to the analyzed brand. It should be noted that the market is highly competitive and entry of potential competitors to this market may easily take place. So it is important for Nimo's Boutique to formulate new values in order to remain competitive.
SWOT-analysis
Marketing strategy
The main goals of the brand positioning are safeguarding the competitive advantages by keeping prices on the same level with increasing the quality of goods. In minds of customers this trademark should be associated with stylish and innovative clothing at low cost. Every girl can feel herself life fashion blogger by creating new looks easily.
As for the product vision all the goods should be easily combined in order to enable clients to look perfect. The new line of accessories should be launched. The idea of creating product line for children may also be enough beneficial. Furthermore experienced designers should be involved to the process of creation.
The website and Instagram accounts will be powerful tools of the product promotion. On the website of the store brand all its products will be placed such as clothes, shoes, accessories, and sub-sections - Skirts, Dresses, Jackets, etc.) with cost indication. Delivery will be carried out throughout the country. So the dimensional table, contact information, providing advice on orders, delivery dates in-line, etc. should be mentioned.
The pricing should remain low in order to reach a point of the economy of scale. The effective tool of reducing is the manufacturing of goods by order without holding inventories. So the economy will result in decreasing prices for the finite products. The communication marketing of the brand should be implemented by the way of enhancing the system of PR. The main goal of PR is the promotion of Nimo's Boutique in order to enhance public opinion, establish positive relationships between the parties, create and maintain the brand recognition and positive reputation. Establishing long-term relationships with customers is possible by the way of participating in different fashion shows, involvement of celebrities and fashion bloggers to the promotion campaign, using different tools of direct marketing. In order to be flexible and ready to respond to the market changes the company should spend more money on research. The focus groups should be set up to understand the demand of the customers within particular areas and formulate more detailed strategy.
Brief action plan and budget specification
