Project Management and Marketing Strategy: Launch Plan for ‘Matches Fashion’ in East London.

This report analyzes the marketing plan for the launch of ‘Matches fashion’ in East London, utilizing green marketing and guerrilla marketing strategies. It includes a location proposal, STP analysis, Porter’s 5 Forces, and a logo proposal. The project management section outlines a GANTT chart, team management with the STAR framework, and a risk log. It also proposes launching 12 sustainable brands, a green café, and enhancing the in-store consumer experience, along with marketing strategies such as AIDA, RACE, and visual merchandising.

The research incorporates surveys, focus groups, and secondary sources like WGSN,articles and SimilarWeb.

SKILLS APPLIED: Project Management and risk assessment, strategic marketing and consumer engagement, leadership and team management, retail and location strategy, Problem solving and risk mitigation.

Objective:
The aim was to create a comprehensive marketing and project management plan for the launch of a new ‘Matches Fashion’ store in East London. This group project focused on utilizing innovative marketing strategies, such as green marketing and guerrilla marketing, while proposing sustainable brand offerings and enhancing the consumer experience. The goal was to establish Matches Fashion as an ethical luxury retail leader in an emerging market.

Duration: April 2023- June 2023

Project type: Group Project.

Challenges Faced:

• Developing a strong ethical value proposition:
  As a team, we needed to differentiate the brand from competitors like Selfridges and Browns in East London while incorporating eco-friendly practices.
• Coordinating the project management tasks across the group:
  Ensuring smooth collaboration and communication among team members to align the retail and marketing plans with the project timeline.
• Managing budget constraints:
  Working within the financial limitations while proposing green initiatives, café concepts, and ethical merchandising for the store.
• Creating an appealing consumer experience:
  The team aimed to develop unique in-store experiences, such as workshops and a green café, while integrating ASMR and wellness elements to resonate with the target audience.

How We Overcame Them:

• Strategic research and eco-driven branding:
  The group conducted extensive market research, applying the Blue Ocean strategy to position Matches Fashion as a leader in sustainable luxury. We selected eco-friendly brands and designed a green café, incorporating ASMR experiences to differentiate the store.
• Effective project management through collaboration:
  We utilized Gantt charts and a risk log to ensure task delegation and progress tracking within the group. Regular meetings and clear role assignments were key to maintaining alignment throughout the project.
• Financial planning and resource allocation:
  The team developed a budget that balanced green marketing initiatives with financial feasibility. We allocated resources efficiently for the brand mix and café concept to stay within budget constraints.
• Enhancing consumer engagement as a team:
  We designed experiences that appealed to the eco-conscious Generation Z and Millennials, including ethical fashion workshops, vegan café options, and wellness spaces, creating a strong connection with the target audience.

Result:
The group project culminated in a comprehensive marketing and project management plan that established Matches Fashion as a green retail pioneer in East London. The strategies and consumer experiences were praised for their creativity and effectiveness, highlighting the brand’s potential to attract eco-conscious consumers while standing out in a competitive market. The project demonstrated the team’s ability to work collaboratively, manage resources, and align with the sustainable luxury trend.