Max&Co Research proposal
MaxMara Fashion Group
Max& Co's use of social media and digital communications in Italy EXPLORATION PROPOSAL
1 . BACKGROUND p. 3
1 . 1 Max& Co 3
1 ) 1 . you Introducing the new Max& You app some
1 . two Competitors summary 4
1 . 3 Rationale 4
2 . OBJECTIVES five
3. TECHNIQUE 6
several. 1 Second research 7
3. 1 . 1 Inside data six
3. 1 ) 2 External data several
3. a couple of Primary analysis 8
three or more. 2 . one particular Qualitative exploration 8
3. 2 . a couple of Quantitative study 9
3. 3 Testing 10
several. 3. 1 Focus teams 10
a few. 3. two Online questionnaires11
3. four Data analysis 11
three or more. 5 Potential issues 11
4. CONFIRMING AND BUSINESS PRESENTATION 12
5. TIMING 12
6. COSTS & FINANCES 12
7. MVB EXPLORATION AGENCY 13
8. OPTIONS 14
1 ) BACKGROUND
" The Max Mara Group is one of the major international vogue houses as well as the first Italian clothing organization, recognised around the world as the precursor of modern pret-Г -porter style. The Group was formed in 1951 the Group while using aim of providing haute para gamme feminine clothing, produced according to excellent industrial processes. This really is a record which the Max Mara Group has consolidated over time through a meticulous, luxurious design that has constantly achieved increasing success over a world-wide scaleвЂќ (MaxMara Group), maintaining nevertheless its strongest market in Italy. The Group is composed of nine different brands, every targeting a unique segment, none of which are extremely active through digital sales and marketing communications, with the exception of websites and online stores.
MVB Exploration Agency was contacted to formulate a study targeted at analysing the utilization of social media and digital conversation tools pertaining to the Max& Co manufacturer, which because company benefits show, is among the most developed from the nine brands on fresh media, with particular focus to the Italian market. In fact , the further more development of american presto online can define an auto dvd unit for the Group's other brands to also develop a social media and digital communication technique accordingly both within Italy and around the world. It must be observed that the rapid evolution of social media and digital marketing communications has led fashion companies to build up new interaction strategies targeted at establishing a closer relationship using their customers. For the fashion industry, social websites have been identified as a powerful enabler to build good relationships with their consumers. Social networking and style brands both show solid relational features; in fact , among all sectors, the style market appears to be the most вЂsocial', due to its underlining mechanisms of social konzentrationsausgleich. From this comes the importance for fashion brands to build a social photo which leads to high levels of social involvements, in contrast while using mere presence of social networking; the number of social networking channels manned by brands has a clear correlation with all the ROI of social media marketing tactics. 1 . one particular Max& Company
Max& Company mainly targets young women, who seem to be also one of the significant categories of social media and digital communications users, hence the effectiveness in the Group's approach in this sector is essential. Exploration shows that Facebook and Instagram are the most popular social networking in Italy, both of which in turn Max& Co has been employing for the past 3 years and a year, respectively. Fb has become a application for buyers to interact with other buyers and with the brands, and it can maximize brand consciousness; also, this can be a tool intended for word of mouth, impacting therefore the brands overall earnings and achievement. Similarly, Instragram, with regarding 1 . eight million users in Italy, has become a highly effective tool for the fashion industry today, as it enable creating a interconnection directly through a brand's products and ideas. Nevertheless , Max& Co's results for March 2014...
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