Vero Moda Marketing mix

VERO MODA was integrity of the first brands to launch within the Bestseller family. Today VERO MODA is one of the largest brands in the company. The romance of the brand was to fulfill a need for correct quality, on-trend clothing at affordable prices. VERO MODA is the brand of choice for the air-conscious, autonomous new- invented woman who wants to garb well and pay less. Today, VERO MODA has more(prenominal) than 1,000 broths in Europe, 1,600 stores in China, and experience fast growth in both India and Canada. VERO MODA is represented in almost 45 countries. Vero moda has two in-house labels that specialize in a certain type of raiment that is-Y.A.S- The core collection is founded in our eternal passion for luxurious fabrics, contemporary shapes, modern lines, and refined silhouettes. Y.A.S stays true to its ethos, which is a design get on centered on well-crafted, female collections with a touch of edge and downplay coolness. Noisy May is a team of passionate indiv iduals bound together by their love for fashion and true denim.SEGMENT- Young adults, young self-directed women, fashion conscious women. Between the age group of 18-35TARGET- It orders the upper meat class and high class with annual income of 5 lakhs and above.THE FOUR PsPRODUCT Vero Moda has app bel, accessories and plaza.Womens wearVero moda caters to the fashion loving populace.Vero Moda clothes follow the current fashion trends and patterns. The silhouettes are real maidenlike, stylish and semi-formal. It doesnt give a effortless look rather a very prim and proper feminine look and feel. Premium quality fabrics are used full-grown the products a very luxurious feel. The colours used by the brands are serious and sophisticated and then again they throw away a section with bright as a new penny(predicate) feminine colours. The colour pattern is also tweaked from time to time tally to the seasons trends. It offers a wide range of sizes catering to all- from an XS to a XL.Accessories & shoes The accessories include wallets, scarfs, earrings, neck pieces and rings. The accessories are again quite feminine and complement their apparel range. Scarfs use a lot of trendy prints. The wallets and shoes use a lot of leather and sequins- Keeping the target auditory modality in mind this is very apt as a young fashionable working women need both to go with their professional and neighborly life.PRICEVero moda has placed itself has a affordable fashion brand for young independent women.The price ranges from Rs 400 to Rs 6000. Since the brand is providing good quality and follows current fashion trends , their customers dont mind paying that extra bit. Vero Moda has a very niche and sophisticated feel to it which is also reflected by dint of it clothes. But its pricing system is such that it should target the young independent women who are willing to look good but at affordable prices. Women at present are smart and aware and look for the best deals. Th us Vero moda is giving them high quality fashion at an affordable price and service. The strategy is that the price should come as a pleasant surprise to its customers.The competitor brands are Zara, Mango, Chemistry. Zara and Chemistry are similarly priced whereas Mango is priced at a higher level.PLACEThe brand targets the fashion conscious independent women and the upper marrow class and high class.By Place it means the distribution channel a company follows. Maximum distribution of its products is direct. The brand owns independent stores. Off novel they have set up sections in other departmental store that share a similar design philosophy. The brand is placed in a mall or high street which is frequently visited by the target audience. Vero Moda has not restricted itself only to high street or exclusive malls as it talks ab step forward affordability and reaching the masses.PROMOTIONAbove the line- Vero Moda doesnt have much of above the line progression. It doesnt have tv or radio commercials. Though it does promote itself quite a bit through print media especially in fashion magazines. For new collection Vero Moda prints come out catalogues which are circulated to frequent customers and given to any visitor who comes to the store..Below the Line-Vero Moda has its own officious website which is continuously updated. It also conducts online competitions and other promotional activity. The brand sends out regular mails to its valued customers always keeping them in the loop. Thus maintaining a good customer base and trying to create a brand obedience for itself.One of the most striking promotional activities is the window displays done by the brand. Its out of the box, trendy and very attractive. It speaks smartness, class, chic, sophistication.During sales they have special window displays and holdings. This makes more and more people aware about their ongoing sale.SWOT ANALYSISSTRENGTH- a la mode(predicate) and trendy Affordable pricing Good qua lity Spacious stores warm brand image Brand awareness WEEKNESS Not enough promotion ( tv commercials, endorsements, ) Repetition and can get monotonous Narrow target audience ( only young women)OPPORTUNITIES To broaden target audience ( menswear, children) more commoditiesTHREATS Competitor brands Global brands Brands with better promotional strategies Better offers and pricing strategies.