Shiers Marketing Project

SHIERS

Created by:

Chris Mosquera

Martha Castro

Paul Bayas

Fabiola Senesca

In the U.S. clothes are designed for women or men, but never for both. Department stores and retail stores have separated sections - one for men and one for women. We never see options to buy clothes for both. The cultural rules that require men to dress differently than women make such a clothing line like unisex clothing seem impossible. Well, this is where SHIERS will come into play and break that cultural barrier and fill that void in the fashion industry.

SHIERS is a clothing brand that will sell clothing that is interchangeable between both men and women. SHIERS wants to emphasize on the idea of unisex clothing and will do this by producing on-trend, ultramodern apparel that is multifunctional and interchangeable for men and women who value comfort and quality. In order for this to work, SHIERS will have an effective marketing plan in place to expand their product and make their mission a reality, as marketing is an important aspect in the success of a business. SHIERS will need to create and deliver strong sales in order to educate and make the marketplace aware of the unisex presence. So what is marketing? Marketing is the process of communicating, delivering, and exchanging offerings that benefits its customers, the organization, its stakeholders, and society at large.

We currently live in a time where technology, which is one of the environmental factors, is practically becoming more and more evident in our daily lives. Examples would be the new and improved smartphones, tablets, touch screen televisions, computers, electric cars and etc. In addition, we have become surprisingly more cautious and aware of what we purchase and the affect those purchases have on our planet. Furthermore, as consumers we crave quality products that are durable, economically friendly, and affordable. Thus, (as marketers whom are also consumers), understanding the importance of such a product as SHIERS is not only innovative to the fashion industry, but equally important in the technological industry as well. To be honest, it creates a new market for both industries to come and be able to collaborate with one another.

Subsequently, for marketing of SHIERS to be effective, one must understand what marketing is and the steps needed to achieve a high success rate for the product. In addition, one would need to know what is being marketed, to whom it is being marketed, the strategies used to enter into the market if “new,” and the strategies used to remain in a life-long selling product, if possible. Not to mention, all of the little things such as the description of the product, consumer feelings or behaviors with the product, testing, pricing, and the distribution of the product. All of these key factors are not only vital to being successfully addressed, but the thought process of how these factors are implemented are just as important. Therefore, as we discuss the product at hand, we will touch on a few marketing strategies and terms.

The design of the words the “SHIERS” surrounding it, is the logo/trademark. If you scramble the words - you will get HIS/HERS. The stakeholders/manufacturers/marketers are Martha and Paul. Now what exactly is SHIERS? - To be precise it is the brand that has been created and is in the process of possibly being marketed by Chris, Martha, Paul, and Fabiola. Descriptively, it is a unisex clothing line that breakthrough in the fashion industry. Today, the fashion industry is a very difficult and expensive business to break in. Many upcoming fashion designers fail due to the saturated market, wrong starting point, afraid of criticism, no plan and no ambition.

Now as mentioned earlier, durability and cost are essential to the consumer. As a result, utilizing fabrics would provide one with timelessness, style, and over time value. As marketers, we must recognize what kind of product this is, to whom and how should we market it and why. First and foremost, a product such as SHIERS would be a specialty good. In the sense of “specialty” it would be a good that is not purchased on a regular basis and consumers would do extensive research before purchasing the item. Evenmore, specialty products are a bit pricey. However, they are unique in nature and are not easily substituted. Although SHIERS will be classified as a specialty product, its availability will be limited and its rareness will account for its purchase price. Moreover, as manufactures of SHIERS, the general market for our product would be business to business (B2B).