6 P's - Persuasion

The promotion selected will achieve 2 key things. The first is to create and establish a specialist role. The campaign shall establish Designer Duchess as the faux fur specialist. Studies have shown that for a specialist item, or a crafted item, consumers trust a specialist brand rather than a brand that has a large product range. The second is to create a stable brand image. This will increase the trustworthiness of the brand and give them an image that people will recognise and give the brand a stable identity. Both aims will increase sales. 

The campaign will establish the brand not only as a specialist but modern, fashionable and up to date brand.
of the brands customers differently.
The “kind to animals” brand value will appeal to all, however will appeal mostly to the secondary target customer ‘Morgan’. As an earth loving vegetarian the fact that the brand strongly supports animal welfare and collaborates with PETA will interest Morgan.
The quality of the garments will appeal equally to all three customers. They are paying a mid-high price point for a specialist item and therefore appreciate its quality.
The newer trend and style side of the brand such as the style blog and the new promotional material with an edgy style will be more of interest to the brands core customer ‘Lucy’ and their tertiary customer ‘Louise’. Both are interested in fashion and style and like to keep up to date with new trends and styles. This new side of the brand introduced via the campaign will target these two
customers.