Rave + Lily : empowering women through design
Montoro Carrascal, Oscar Alberto
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Raven + Lily is an ethical fashion and lifestyle brand dedicated to empowering women through design. This company develops long term partnerships with talented female artisans around the world to create their collections of apparel, gifts, and accessories. Raven + Lily is dedicated to fair trade and eco-friendly principles, striving to provide their customers with fashionable products that are good to the environment as well as the people that make them. They currently help employ over 1,500 marginalized women at fair trade wages to give them access to a safe job, sustainable income, health care, education, and a real chance to break the cycle of poverty for themselves and their families. The goal of this project is to help Raven + Lily reach more female artisans and their families by developing a comprehensive marketing strategy for attracting new customers and keeping the customers they already have. First we made a marketing analysis of the ethical fashion industry. In the analysis we learned about the industry, evaluate Raven +Lily s main competitors, and analyze customer s behavior in regards of ethical fashion. After the analysis we made an evaluation of Ravel +Lily strengths, opportunities, threats and weaknesses to assess what could we leverage and what could be improved. Then we made a segmentation analysis using Raven +Lily s data and data from specialized marketing companies. Finally we developed a strategy around each identified segment, and provide metrics to measure the performance of each proposed action. Initially, Raven +Lily had identified only one customer segment, which is very similar to one of the two segments we identified. Female buyers older than 35, with high household income, own their own house, and married. By targeting only that segments a Raven + Lily Client Written Report 4 May 2016 large group of potential customers was being left behind, the millennials. The millennials is the other segment we propose to target. Our strategy includes develop a loyalty online program to retain customers and incentivize purchases, offer a meet the artisan travel to engage customers and prove transparency, increase the home decor line because of its potential increase in sales, and partner with social media influencers to increase brand awareness.