Strategic Message Planner: Paisleys, Plaids and Polka Dots

 

Advertising Goal

To increase awareness to female students at West Virginia University, specifically freshman and sororities.

 

Client: Key Facts

• Paisleys, Plaids and Polka Dots is a retailer for Vera Bradley, Brighton and Lilly Pulitzer. 

• Paisleys primary products are luggage, bags, clothing, accessories, gifts and jewelry.  

• Paisleys primary sells its products to middle to upper class female college students and middle aged to older women.

• Vera Bradley has been established for 30 years.

• Brighton established in the 1960s.

•  

Product: Key Features

What is the product?

• Paisleys’ sells a variety of products within a wide price range.

• The prices range from $10 to $400.

• Vera Bradley bags range in size, design, color and purpose.

• Lilly Pulitzer’s products include high quality clothing and accessories.

• Brighton’s products include watches, jewelry and a variety of accessories.

 

What is the purpose of the product?

• Vera Bradley’s bags vary in uses.

  • Tote bags, lunch boxes, back packs, cross-body bags and cosmetic bags.

• Lilly Pulitzer’s products are higher end and preppy articles of clothing ranging in a variety of designs and bright colors.

• Brighton products are designed for a mature and sophisticated style, which still allows women to express their unique style.

• These styles are made for women to gain a positive attitude in their everyday lives to maintain a happy lifestyle.

• The variety of products allow all women to satisfy their needs in their everyday activities.

 

What is the product made of?

• Each product has its own specific material depending on the quality of the product.

• Clothing ranges from cotton, polyester, silk and more.

• Bags include a variety of fabrics and some leathers.

• Jewelry is made of different types of silver and gold depending on quality, price and style.

 

Who and What Made the product?

• Vera Bradley headquarters is located in Fort Wayne, Indiana.

• Vera Bradley was founded by Patricia Miller and Barbara Bradley.

• Brighton Inc. resides in City of Industry, California.

• Brighton was founded by high school sweethearts Jerry and Terri Kohl.

• Lilly Pulitzer began her fashions in the 1960s in Palm Beach Florida.

 

Target Audience: Demographics and Psychographics

The target for this advertisement is focused on female students at West Virginia University with ages ranging between 17-25; specifically freshman and sororities. This message is purposefully to gain awareness to girls with a chic style. Morgantown shopping lacks in a variety of high-end clothing and accessory companies.  This message will increase shoppers into expanding their style.

 

The average age of the targeted audience is 21. All of these females have a variety of styles and enjoy dressing up caring about their appearance. They have many responsibilities of being a full-time student and need the proper clothing, accessories and bags to fit their needs.

 

 Most of these ladies are full time students and not employed. Their income is low. Most of these females are single, living in a dorm, apartment or house.  At most, some of these women have part-time jobs. 

 

Members of the target audience are at the age where they will soon be entering the real world in which they need to dress appropriately.  Paisleys, Plaids and Polka Dots caters to these needs by providing sophisticated clothing and accessories without being bland.  These women can express their style and still look professional.

 

The target audience is aware that some clothing is not going to be as cheap as low quality brands, however there are still affordable items for all customers.  These products will last and look phenomenal for a long period of time directly affecting how the customer will feel and positively affect its acquaintances around them.

 

The target audience who does purchase items from Paisleys, Plaids and Polka Dots are either continuous shoppers or they have bought items sporadically. Nonetheless they are faithful customers to the brands this company sells.

 

Product Benefits

• Paisleys’ products are cute and colorful and will look great for every occasion.

• Paisleys has many different styles and colors that will fit each person individually.

• Paisleys’ staff will help fit you properly and happily assist your needs.

• Aimed at the female’s needs in expressing their personalities through clothing and accessories.

• Enhances a positive attitude women’s lives.

 

Direct Competitors and Brand Images

Direct competitors are other stores in Morgantown that are a retailer for these products. The availability of shopping for these brands in Morgantown is slim, therefore there is not much competition. 

• Elegant Alley Cat: Located in downtown Morgantown.  They are a retailer for a select amount of Lilly Pulitzer sorority prints, Vera Bradley products and other jewelry different from Brighton.  However, the selection is not as large and the store is focused on older women.

• Park and Madison: Located across the parking lot from Paisleys.  They are a high end boutique for brands coming from a high end department store such as Nordstrom.  However, they do not sell Lilly Pulitzer, Vera Bradley and Brighton products.  They over all style and atmosphere is not as preppy as Paisleys. 

 

Indirect Competitors and Brand Images

• Knock-off and cheaper brands that are more affordable for college students in Morgantown such as Gap, Old Navy, Forever 21 and Charlotte Russe.

• Online shopping- due to an increase in technology use it is quicker and easier for girls to shop online where all of the products are at their fingertips.

 

Product Brand Image

• Current brand image: The target audience is not fully aware of the services and products provided but Paisleys that will affordably affect their lifestyle in a positive way.

• Desired brand image: These products are meant for every woman to look and feel better about themselves by catering to all purposes and personalities. 

• Brand image challenge: The target audience is not aware of the store located in the Suncrest Towne Centre where these brands are scarce in Morgantown, West Virginia.

 

Strategic Message: The Promise

• Paisleys, Plaids and Polka Dots will cater to lifestyles’ needs in a chic and sophisticated yet fashionable way.

 

Supporting Evidence: The Proof

• This retailer is confident in their decisions to sell clothing and accessories designed by smart, sophisticated, and fashionable human beings who have all had a positive outlook on life.

• The store is neat and clean, which brings a warming welcome for each and every customer.

• The colors are bright and cheerful which help carry a message.

• Service is friendly and helpful