Zaeem Jamal Marketing Strategy

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Executive Summary

Zaeem Jamal is a London based fashion designer who was recently named “best new designer of the year” at the Dubai fashion week. With shops located in the U.S., U.S. and Dubai, the Zaeem Jamal can be considered one of the latest up and coming high end fashion brands.

The company specializes in utilizing high end materials composed of silk and similar expensive fabrics to create ethereal dresses which Mr. Jamal states is akin to “designing alchemy in motion.” The dresses themselves are quite distinguishable from other brands located within London as evidenced by their extensive utilization of symbolism and “magic” as defined by their designer.

In essence, the dresses incorporate elements from multiple cultures such as Egypt, the Middle East and various aspects of Western design elements in order to combine luxurious materials with present day aesthetic appeal while still retaining their old world details and symbols.

Current Market Position

While during the interview Mr. Jamal stated that: “Our clients come form a wide range of backgrounds, with wide ranging spheres of influence globally. Discretion is a key element of the Zaeem Jamal bespoke service, but of course some of our clients in the public spotlight are naturally seen in the brand!”.

The fact is that in terms of popularity, the brand has a rather limited following that is based on word of mouth and lacks the extensive appeal that is associated with some of the more better known brands out there. Aside from this, the use of delicate materials and fabrics makes the outfits and accessories rather situational which limits their overall usability.

Situation Analysis

The main weakness of the Zaeem Jamal fashion brand is the fact that it is entering rather late “into the game” so speak when taking into consideration the presence of numerous international fashion brands from Europe and even the U.S.

When taking into consideration the amount of time these brands have had in establishing their respective markets it can be seen that Zaeem Jamal has a long way to go into terms of establishing a proper niche in an already overly saturated fashion market. Another of the inherent problems with the brand is that it lacks a Fall/Winter collection.

Considering the fact that the U.K. is not a temperate country and often has extended periods of cold weather, this lack of a line of clothing that specifically caters to the local climate of the U.K. hampers the capacity of the brand to really take off locally since customers can only wear the outfits on a limited basis.

Competitive Advantage

Based on the interview conducted with the proprietor of the Zaeem Jamal brand, it can be seen that the focus of the brand is oriented more towards wealthy high end consumers as evidenced by not only the price range of the gowns (1200 – 2400 pounds) but also its bespoke couture items which range from 3000 – 7000 pounds and beyond.

The stylistic elements of the design itself are also oriented more towards women aged 30 and above due to the way in which the popular culture design of the dresses fit this particular age group.

While it may not seem immediately apparent, the brand has a distinct competitive over local competitors due to the quality of the material (mostly silk), the uniqueness of the design (incorporating elements of Indian, Middle Eastern and Western designs) as well as the utilization of various international locations as their primary gown, dress, and outfit manufacturing locations.

Adding to this is a recent report released by Mintel which indicates the population in the U.K. is experiencing a boom in older consumers with higher rates of luxury good consumption between the ages of 35 to 55+.

While such a shift would threaten most other brands that focus on younger clientele, Zaeem Jamal with its focus on high end luxury outfits specifically designed for this age set enables the company to position itself to take advantage of this growing consumer trend.

Brand Management

Brand management for the company takes the form of making the products more “unique” through elements that are considered “magical and mystical” by the designers. As explained through the interview with Zaeem Jamal:

“In a physical sense, each piece is transformed when all of our signature elements, including expert artistic hand craftsmanship, specially dyed colours, intricate embroidery and drapery based on the golden ratio are combined. Each piece incorporates energetic elements and symbology along with some secret touches and tweaks to enhance each dress, shoe and handbag to meet its highest possible form and purpose”.

What this means is that the design elements utilized in the dresses and designs are unique and standout from the rest of the other shops and designers in terms of incorporating symbols from an assortment of cultures.

This is one of the reasons why Zaeem Jamal was named “best new designer of the year at the Dubai Fashion Week” due to the distinctly “mystical” and “fairytale” type quality of the dresses that incorporate fashionable sophistication into the design.

Strategic Positioning

The strategic position strategy of the Zaeem Jamal brand does not focus on the exclusivity of the merchandise (though due to the price only a select few can actually afford it); rather, it focuses only the quality of the design and the materials as a means of distinguishing itself as a high end luxury clothing line. As explained by Mr. Jamal during the interview:

“As a luxury brand with a focus on craftsmanship & excellence, we like to allow potential customers to have their own experience and interaction with our products and let them speak for them themselves. By feeling our silks, it is instantly apparent from the physical touch and sensation of wrapping it around oneself. “

By utilizing some of the finest silks and materials in the world and combining it with unique and what Mr. Jamal defines as “mystical and sacred designs”, this helps to create a product that defines itself as artful elegance that stands out from the rest of the crowd in terms of how the designs incorporate the richest materials with a flowing and ethereal look.

Sustainability

When it came to the concept of sustainability, Mr. Jamal stated that:

“Sustainability is a wide term and can refer to many different elements and levels. As mentioned – it would be depend on which specific area of sustainability and which line.”

While he did state that the brand would attempt to be one of the pioneers in sustainable fashion, the fact remains that it has not yet implemented such a strategy.

Digital

During the interview, Mr. Jamal mentioned that while the company did have elements of digital marketing (as seen in its website and videos) the fact of the matter is that they have not delved that much into this aspect of the marketing process. To explain why, Mr. Jamal stated that:

“However it is also worth noting that in the real luxury sector many of our customers continue to approach and wear the brand because they see the product in reality”.

It is in the opinion of this report that while Mr. Jamal does have a point regarding the sale of his products, the fact remains that neglecting digital marketing in an age where people are increasingly “going digital” is a severe problem that needs to be dealt with in the future through a digital marketing campaign.

Entrepreneurial

When examining the entrepreneurial activities of Mr. Jamal in terms of utilizing different material suppliers and designs, it can be stated that he has been very creative in terms of developing a product that has a great deal of aesthetic appeal.

External Analysis

Business Environment

The current problem with the fashion market within the U.K. and European economies is the fact that consumer spending is at an all time low due to the 2008 – present day economic downturn.

Another global factor that should be taken into consideration when conducting business operations is the current debt crisis in Europe that was brought about through not only the reckless actions of various banks within region (as seen in the case of Ireland) but also through government mismanagement of finances (seen in the case of Greece) and exposure to a reckless housing market (the case of Spain) which has also adversely affected domestic manufacturing within the U.K.

Such factors have taken a steep toll on the fashion market with up to 30% of profits effectively wiped out in period of 6 months immediately during the aftermath of the 2008 recession with only a marginal improvement on domestic sales within the U.K. and Europe since the latter half of 2012.

While there has been a significant recovery in 2013 wherein the rate of sale of high end fashion goods has increased (25% since the start of the debt crisis), the fact remains that consumers within the U.K. are less willing to take risks when it comes to spending on high end goods.

Opportunities and Recommendations for

Fashion Marketing

Fashion marketing for Zaeem Jamal will come in the form of developing a line of wool/fur cape/coats that is lacking in the company’s current line of designs. This strategy focuses on addressing a distinct limitation in the current clothing line of Zaeem Jamal due to the necessity of having winter coats given climate of the U.K.

Do note though that based on the previous section on the current problems in the external luxury brand market within the U.K., creating a line of wool/fur capes may place them at a price range that is far too expensive to make an immediate profit.

Not only that, there are also issues associated with animal rights activism within the U.K. which quite is active resulting in a plethora of negative publicity for the brand should it utilize actual fur from animals. It is based on this that the brand will focus on the development of faux (i.e. fake) fur and wool capes and coats utilizing sustainable methods of production.

By utilizing faux fur and wool, this helps to cut down on the costs of the product and make it more ethical for customers to purchase.

Promotion for the fur coats and wool will take the form of advertising campaigns that focus on presenting the Zaeem Jamal as focusing on ethical methods of high end fashion production which would definitely appeal to a large percentage of high end luxury fashion buyers who are becoming more increasingly concerned over the ethical production of goods and services.

Example of Coat Designs

Strategic Directions

The strategic directions of the company will focus on developing different types of faux fur coats in order to appeal to wide range of possible consumer tastes. These will range from the full body thicker coats as seen in the second example to the lighter more practical coats that can be seen in the first example.

By diversifying the thickness of the coats and the design that is utilized, the company will be able to appeal to a wider range of consumers resulting in a higher sales rate.

Developing Competencies and Competitive Advantage

With low consumer spending and an atmosphere of economic uncertainty which pervades the domestic markets within the U.K., this has resulted in low sales revenues for non top tier brands such Zaeem Jamal (i.e. this refers to brands that are not within the same level of popularity as Channel, Dior, etc.).

The fact is the current consumer market situation within the U.K. is not conducive towards sales and, as such, it is recommended that Zaeem Jamal attempt to shift its focus towards areas that are more conducive towards sales.

One possible avenue of approach that was determined by this market strategy was to shift resources towards foreign markets which have not been as adversely affected by the current economic downturn and focus efforts there instead of in cathartic local markets (The rise of no-name designers, 2012).

Asian markets such as those within China, Japan and the A.S.E.A.N (Association of South East Asian Nations) presented themselves as viable consumer markets due to the fact that despite the slowdown of various western economies, eastern economies have actually grown on average by five to eight percent annually.

This is due to the fact that as the expense of doing business within western nations rises companies start to shift their manufacturing operations to other countries with far lower operational expenses (Kaiser, 2005). In response to this, various businesses have focused on expanding their product promotion strategies into such regions (Pahl et al. 2007).

Aside from Asia, other possible international consumer markets could be Australia, Canada, and even South America given the increase in economic activity within such countries/regions (Lipke, 2006).

In order to accomplish this potential shift, it is the recommendation of this report that the Zaeem Jamal brand utilize online social networking as a means of product promotion and sale in order to access these new markets while continuing to maintain a presence within the U.K.

PR Strategies: Short and Long Term

Short Term Public Relations Strategy – Promoting its New Line of Faux Fur Coats

Mr. Jamal explained that one the company’s current marketing strategies was the use of collaborations with different brands and advertising within publications. While such a method is effective, it is the recommendation of this report that in order to promote the new line of faux furs and coats, utilizing celebrities would be an effective way of doing so.

Through the dynamics of public interest in pop culture that extends into the realm of fashion, people become increasingly fascinated with various T.V. personalities, movie stars, sports stars etc. to such an extent that they attempt to emulate them in every way possible (Hakala, 2011).

This has the result of them buying clothing in the same style and color as their favorite celebrity, buy products which that particular celebrity uses and even drink the same type of drink they see a celebrity drinking (Boshoff & Gerber, 2008). All of this conforms with the inherent notion that if a particular celebrity is using it then it must be good (Westerbeek & Linley, 2012).

Our Zaeem Jamal can exploit this by utilizing sponsorships in the form of endorsement deals by having certain celebrities wear the company’s capes, dresses, accessories etc.

Notable examples of this can be seen through British celebrities such as Victoria Beckham and her endorsement deal with Christian Dior, Chanel, etc., David Becham and his varied endorsement deals with Nike, EverLast and Gillette and lastly Naomi Campbell and her association with nearly hundreds of branding campaigns (Boshoff & Gerber, 2008).

The result of these endorsements has been to bring the branding and knowledge of the product beyond what can be seen in advertisements and print ads lending it an extra sense of credibility since audiences always see their favorite athletes utilizing that particular brand (Westerbeek & Linley, 2012).

Long Term Public Relations Strategy

In the long term, Zaeem Jamal would need consumers to continuously buy its products and, as such, must rely on a certain degree of “continued prolonged effect” of an endorsement deal in order to encourage product patronage and buying behavior (Seringhaus, 2005).

The purpose of all company sponsored endorsement deals after all is to make celebrities into walking advertising billboards by connecting that athlete to the image of the brand.

Various studies examining the impact of particular advertising campaigns on consumers show that by and large not all advertising campaigns have a prolonged period of impact on the mindset of consumers (Carrillat, Harris & Lafferty, 2010).

Taking this into consideration, it can also be assumed that not all business endorsement deals connected to particular celebrity/athlete have the desired effect of prolonged exposure as compared to billboards and commercials (Boshoff & Gerber, 2008).

In fact, it can even be stated that since celebrities do not always sport the brands they are suppose to be endorsing, this results in a situation where business sponsored endorsement deals tend to lose their effectiveness over time (Carrillat, Harris & Lafferty, 2010). It is based on this that the long term strategy of the company should focus on bringing the Zaeem Jamal brand into the forefront of the public’s consciousness.

This can be achieved by establishing a contract with a local bank that supplies its clients with credit cards (Wang et al. 2013). Consumers love a bargain no matter the market demographic and some consumers continue to patronize the same types of stores for their purchasing needs (Gellers, 2004).

With the holiday season closing in more customers will be using their credit cards more than before in order to make their purchases. By enabling local banks to send promotion material in connection with the Zaeem Jamal brand that enables consumers to purchase products from the store at reduced cost through a discount flyer or coupon, this will help to generate significant awareness of the brand to local consumers.

Best of all, the company can utilize an already existing list of customers that it knows can afford its products since banks have different types of credit cards organized based on the affluence and credit limit of its clients (Nygaard, 2005).

The company can just choose to concentrate its local marketing campaign on individuals with a history of expensive fashion item purchases as well as those with high credit card limits. It is expected that through this strategy Zaeem Jamal will be able to gain a significant amount of new clients and expand awareness of the brand.

Conclusion

What this report has shown is that while the products created by the Zaeem Jamal are of exquisite quality, the brand still needs to diversify its product range in order to take into consideration the climate of the U.K.

The fact is that the brand really needs to develop a heavier set of coats in order to appeal to clients that would have to face the freezing temperatures that occur within the region from time to time.

It should also be noted that traditionally, the buying and selling of products and services has always occurred either through a face to face transaction, a letter of intent or even a simple phone call where a person places an order and pays upon delivery.

Yet due advances in technology where the scale and scope of the retail industry has come to encompass a global market place the traditional processes by which this industry has always followed has started to change.

While Zaeem Jamal has continued to rely on word of mouth and advertisements in publications, it would definitely need to consider advertising through digital mediums given the current popularity of the internet and how it is a new frontier so to speak for the advertising and sale of luxury brands.

Reference List

Boshoff, C, & Gerber, C 2008, ‘Sponsorship recall and recognition: The case of the 2007 Cricket World Cup’, South African Journal Of Business Management, vol. 39, no. 2, pp. 1-8.

Carrillat, F, Harris, E, & Lafferty, B 2010, ‘Fortuitous brand image transfer’, Journal Of Advertising, vol. 39, no. 2, pp. 109-123.

Gellers, S 2004, ‘Living the Lush, Affordable Luxury Life’, DNR: Daily News Record, vol. 34, no. 33, p. 52,

Hakala, K 2011, ‘Sponsorship: Leap Taking a Daring Leap. ABA Bank Marketing, vol. 43, no. 1, p. 38.

Kaiser, A 2005, ‘Russia, Middle East Have Luxe Potential’, DNR: Daily News Record, vol. 35, no. 26, p. 6

Lipke, D 2006, ‘Penguin Targeting Luxury Retailers’, DNR: Daily News Record, vol. 36, no. 4, p. 20

Nygaard, S 2005, ‘Kenneth Cole Stakes Out Luxury Territory’, DNR: Daily News Record, vol. 35, no. 25, p. 11

Pahl, D, Lloyd, B, Wilhelm, M, Harmon, A, & Vargo, J 2007, ‘Retailers await last-minute surge stores report strong sales of cashmere sweaters, leather jackets and luxury topcoats as consumers procrastinate’, DNR: Daily News Record, vol. 37, no. 51, p. 12

Seringhaus, F 2005, ‘Selling Luxury Brands Online’, Journal Of Internet Commerce, vol. 4, no. 1, p. 1 ‘The rise of no-name designers’ 2012, Economist, vol. 405, no. 8808, p. 68,

Wang, X, Chow, C, & Luk, C 2013, ‘Does Service Employee Arrogance Discourage Sales of Luxury Brands in Emerging Economies?’, Psychology & Marketing, vol. 30, no. 10, pp. 918-933

Westerbeek, H, & Linley, M 2012, ‘Sponsorship and branding: Research paper Building city brands through sport events: Theoretical and empirical perspectives’, Journal Of Brand Strategy, vol. 1, no. 2, pp. 193-205.

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