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Amy Boon, Ariel Nemtean, Calli Waisglass, Celeste Cancelliere, Dustin Stern
Humber College
FMPC 500 Marketing Fundamentals
Professor: Anne Cramer
December 4th 2014

Table of Contents
EXECUTIVE SUMMARY .............................................................................3
BRAND MARKETING MIX STRATEGY ...........................................................3
PRODUCT STRATEGY .................................................................................................. 3
PRICE/MARKET LEVEL STRATEGY ................................................................................. 4
PLACE/DISTRIBUTION STRATEGY .................................................................................. 4
DESCRIPTION OF THE FASHION BRAND ......................................................6
PROMOTIONAL OBJECTIVE AND THEME .....................................................7
TARGET AUDIENCE OF THE PROMOTION ....................................................8
PROMOTIONS MIX ...................................................................................8
TOOL #1 ................................................................................................................... 8
TOOL #2 ................................................................................................................. 10
BUDGET ............................................................................................... 11
CONCLUSION........................................................................................ 12
WORKS CITED ....................................................................................... 13
APPENDIX ............................................................................................ 14

Executive Summary
Laura Siegel caters to a Niche market. Her high-quality and ethically processed
products and materials denote premium prices. The brand adopts a selective
distribution strategy whereby it is currently sold only in select retailers in Canada
and the US. Our objective in promoting Laura Siegels brand is to engage in market
penetration. The goal is to increase brand awareness and ultimately sales in
Canada and the US. To do so, we will collaborate with The Coveteur and create an
advertisement for the launch of her clutch at Saks in ELLE Canada. We hope to
gain a 100% increase in sales in Canada and online, and a 50% increase in the US
by the end of the year. The Coveteur followers and ELLE Canada readers represent
a large chunk of Laura Siegels target market. These generation X and Y women
have the means and the incentive to buy Laura Siegel merchandise. Through
advertising and public relations, customers will be given the opportunity to learn
more about the brand, what makes it unique, and where it is available to buy.

Brand Marketing Mix Strategy

Product Strategy

Laura Siegels product strategy is making clothing that is comfortable and easy-towear, using quality material, and ethical processes (Toronto Fashion Incubator ).
Her core benefit is her craftsmanship, as all her products are handmade by skilled
artisans. She is selling clothing that women can feel good wearing both because of
its external properties and inherent values. Buying a piece from her collection
means supporting artisans in rural villages in India and Bolivia, ensuring fair wages,
a safe work environment, and positive production procedures (Laura Siegel). The
artisans she employs use hand-block printing methods, handmade knitting
techniques, hand-embroidery, and natural dyeing to produce elements in her
Laura Siegels basic products:
- Coats
- Jackets
- Scarves
- Shirts
- Button Ups
- Shorts
- Skirts
- Necklaces
- Sarees
- Dress Tops
- Clutches
- Tanks
- Sweaters
- Vests
- Cover Ups
- Leather Jackets
- Dress
The types of materials she uses include Silk, Leather, Quilts, Suede, Knit, Cotton,
and are all of 100% composition (Laura Siegel). Her color palette is neutral and
earthy with one pop of color per collection.

Laura Siegels Return Policy offers 30 days for refund or exchange. Sale items may
not be refunded. Buyer is responsible for shipping costs. If you have a late or
missing refund you may contact (Laura Siegel).
Laura Siegel would like to take her product to the next level by collaborating with
different communities and artists around the world (Notable). In the future Laura
Siegel may want to expand her color strategy and designs to reach more
consumers. Also offering a better return policy where consumers dont incur costs
of shipping could enhance consumer relationships with the brand.
Price/Market Level Strategy

Laura Siegel represents a Niche market of buyers who are ethically responsible and
eco-friendly. She caters to a consumer who is mindful of how and where their
clothing is made. They are willing to spend more money on clothing based on the
environmental and social responsibility of the brand.
Laura Siegel uses a price-quality approach setting high prices to match the quality
and craftsmanship of her work. In Image 1 of the Appendix you can see the
variation in price ranges of her collection and respective sale prices. These items
are priced on her website and range from over $200.00 to $1,200.00. Laura sells
her collection in other retail stores and online websites. To compare some of the
prices refer to Appendix 1 Image 3,4,5 to see how her brand retails. Based on line
sheets the suggested retail markup for her collection is 56% (Line Sheet).
Her weakness in pricing is that the cost is high which puts off buyers. However
these are the prices that need to be met in order for her to sustain eco-friendly and
ethical practices.
Place/Distribution Strategy

Laura Siegel has 11 retailers in the USA, 4 in Canada, 1 in Europe, and 2 Online as
displayed in Image 2 of the Appendix (Laura Siegel). Lists of all locations that carry
her brand are as follows:
Brooklyn / Manhattan /
Los Angeles
Of Us

Personnel of New
Isobel & Cleo
Lux Couture
Newton Heights

Austin / Portland
American Rag
Los Angeles / Newport
San Francisco
Library LA
Los Angeles

Holt Renfrew
Toronto / Calgary / Vancouver
Primitive Culture

Room 2046


Shop L-atitude
Shop Ethica

Her inventory in each store varies. The graph Units Per Store, Image 6 in
Appendix, shows the amount of inventory in 8 of her retail channels.
Laura Siegel needs to further increase awareness of her brand in the US, Canada,
and Europe and increase inventory in all locations. By having more online shopping
destinations is a good way to meet international consumers.
Past Marketing Communications and Promotional Activities

Personal Selling
Trade Shows: Laura Siegel represented her collection at a trade show in New York
City that created a lot of buzz and growth for the brand (Notable).
Sales Promotion
Corporate Social Responsibility: Laura
Siegel and her team have created a CSR
program called Project Eleven27. They
have created 1127 limited edition
handcrafted scarves using a silk-cotton
blend and pieces of recycled sarees
collected from women in rural villages. A
portion of the proceeds goes directly to
families of the affected areas in
Bangladesh after the factory collapse in 2013, with the help of the Streepur Village
Organization (Laura Siegel).
Strategic Alliance with a new and popular luxe online shopping
destination featured a limited amount of Laura Siegel pieces to be sold on their
website (Baccari).
Public Relations/Publicity
Media Coverage: Laura Siegel is featured in a variety of websites and fashion
magazines. These include Plaid, Papercut. Vogue Italia, Elle, Refinery 29, The

Fashion Informer, Fashion, Flare, The Canadian Press, Hello Canada, and the
Toronto Star among many others. These outlets have helped her gain media
coverage and generate favorable images of the brand (Press Kit).
CFDA Lexus Eco Fashion Challenge: Laura Siegel is a finalist in an award
competition that celebrates designers who encourage sustainable fashion. Her
brand will receive a lot of media coverage through the CFDA, a reputable American
non-profit organization whose board of directors consist of Diane von Furstenberg,
Michael Kors, Marcus Wainwright, and Vera Wang, among many other major
names in fashion (CFDA).
Traceable Movie Documentary: Laura Siegel is being featured in a movie
documentary that will be broadcasted in Canada on MTV in April 2015, and is set
to air in the US some time in 2015.
Fashion Shows: Laura Siegel introduced her collection on the runway at the
Toronto MasterCard Fashion Week, Canadas most influential fashion event.

Description of the Fashion Brand

Laura Siegel is an award-winning Canadian fashion designer based out of New
York and Toronto. From India to Peru, Laura has travelled the world in search of
craft and skill. She works with artisans and craftsman in rural villages around the
globe to create ethically handcrafted, ready-to-wear designs. Laura Siegel was
founded in New York in 2009 and recently moved to Toronto, where it currently
resides at the Fashion Incubator of Toronto.
After growing up in Richmond Hill, Ontario, Laura pursued her dreams of becoming
a fashion designer by attending school at the prestigious Parsons New School of
Design in New York City. In addition, she furthered her education in summer
programs at Central Saint Martins School in London, England, where she continued
to build a foundation of worldly industry knowledge. During a year off, Laura
traveled the world, divulging in new cultures and traditions, exposing and engaging
herself in any type of craftwork she could. Through this, Laura expanded her skills
in knitting, natural dyeing, embroidery, silver-smithing and accessory design. Many
techniques used in producing her designs feature age-old skills passed down
through generations of families and are rarities in the industry today.
The Laura Siegel brand is built on Siegels belief in the ethical production of goods.
She believes that all individuals should have fair access to just wages, in a safe and
communal workspace that enables the practice of a skill that has been perfected
over centuries of work and dedication. In exploring Laura Siegel brand elements, it
is more than apparent that the brand identity is heavily associated with ethical

production and sustainable production processes. Siegel has built her brand
utilizing the talents and skills of artisans, whom are a defining function of the brand.
Siegel maintains strong relations with the families of artisans who help realize her
dreams and often visits India to ensure the integrity of the artisans is continuous
and authentic. On Twitter and Instagram, the brand posts images and utilizes
hashtags showcasing the processes that her line undergoes. For example,
#blockprinting, #handcarved, #handpainted, #process, #ethicalfashion,
#bethechange, #tradition, #handdyed, #handspun, #handembroidered,
#meetthemaker and #sustainability. These hashtags highlight inherent attributes of
the brand that Laura Siegel embodies and continues to work toward.
The brand is rapidly expanding. In April 2013, Siegel announced the launch of her
special endeavour Project Eleven27. Siegel developed this initiative to honour lives
lost in the Bangladesh garment factory tragedy earlier that year by developing and
selling 1,127 hand-woven saree scarves. With this project, Siegel is not only
bringing awareness to the cause, but also providing sustainable work to artisans.
Siegel was nominated for 2014 Emerging Talent Award at the Canadian Arts and
Fashion Awards (CAFA) alongside Canadian designers such as Sid Neigum and
Beaufille. In Fall 2014, she debuted her 2015 Spring/Summer line as part of
Mercedes Benz Fashion Start-Up.
The Laura Siegel brand is easily recognizable by its unique pieces that display
talented craftsmanship and skill that is a rarity in a world become so heavily
dependent on mass production. The work of the artisans is not easily imitated, and
therefore holds a heavy identity association for the brand. Examples of this include
block printing, embroidery and knitwear. It is apparent that customers who are
able, will pay higher premiums for Laura Siegel pieces, as they are knowledgeable
of the exclusivity the pieces hold in regards to design, process and production.
With increasing brand awareness, there is room for steady growth and the potential
for a prominent position in the ethical fashion world.

Promotional Objectives and Themes

Our objective in promoting Laura Siegels brand is to engage in market penetration.
We are doing this by means of increasing our social media following and creating
advertisements for our product. Laura Siegel lacks exposure through her social
media outlets. She currently has 640 followers on twitter, 1140 followers on
Facebook, and 1213 follows on Instagram. In todays age media outlets such as
Twitter, Facebook, and Instagram are huge influencers in the realm of fashion.
Bloggers are able to influence millions of consumers on a daily basis to make
purchasing decisions. The Coveteur is a Canadian based blog that has become
almost an overnight success. They have 577, 711Instagram followers who keep up
with them daily (The Coveteur). We will have The Coveteur do a feature on the

Laura Siegel collection. We hope by positioning ourselves with The Coveteur we

can increase our media following by 200%. We believe that we can build brand
equity and generate more sales with more social media coverage. In addition, Laura
Siegel does not use paid advertising to promote her brand. We are going for an
informative advertising approach to showcase the brand and the new Laura Siegel
Camaka Clutch. We would like to increase Laura Siegel retailers in Canada by at
least double the amount we have right now. ELLE Canada is an influential Canadian
fashion magazine with 1,577,000 readers who are 89% women between the ages
of 35-49 (ELLE Canada Media Kit). By teaming up with ELLE we can reach a wider
audience of female Canadians who are unaware of our brand. Our ELLE
advertisement will showcase the Camaka clutch that is sold all over Canada and
the US. In addition we will host an exclusive shopping event at Saks Fifth Avenue
advertised through ELLE Canada to shop the clutch and the rest of the collection.
By having media and press cover this shopping experience will create a huge buzz
around our brand that will ultimately increase sales. We hope to do a 100%
increase in sales in Canada and online and 50% increase in the US with our
promotional plans by the end of year.

Target Audience of the Promotion

Laura Siegel describes her target customer as Women who values comfort, ethical
fashion, quality material and easy-to-wear clothing (Notable). She has a niche
market of followers who appreciate fashion, conscious of where and how their
clothing is made, and are willing to spend the money. Women of any age and
geographic location can wear her clothing. The target audience we are attempting
to reach is the 25-40 year old female, or Generation Y. These consumers have
grown up on the web and are savvy at navigating online, downloading music, and
connecting with friends through social media (Cunningham and Keller). They have
been pampered by boomer parents, and are socially conscious and concerned with
environmental issues (Cunningham and Keller). Laura Siegels brand is set at a high
price point and Generation Y consumers are willing to spend money on more
expensive brands. She also caters to these consumers because of her position on
ethical fashion. The Generation Y cohort represents 7 million Canadians, which is a
large majority of the population. These consumers are immune from marketing so
we want to target them through social media. The Coveteur can reach the
Generation Y consumer through their blog and social media accounts. 70% of
users are between the ages of 18 and 35 and are geographically located all over
the world especially in Canada and the US (The Coveteur).
On the other side, we want to target women in Generation X who represent 9.5
million Canadians, and who are successful and sophisticated. They are also very
brand loyal. This group of individuals respond to direct appeals. We felt that since
subscribers to ELLE Canada are within the ages of 35-49 this is the perfect channel

to advertise to the Generation X consumer. This generation consumer is more likely

to be able to afford Laura Siegels clothing. They also like to know everything about
a product before they buy it, and will be encouraged to purchase the collection
knowing its impressive background.

Promotions Mix
Tool #1

The marketing objective for the promotional mix is informative advertising. This type
of advertising creates awareness and knowledge of new brands and products or
existing ones that do not get a lot of attention. The current marketing situation at
Laura Siegel is that the brand is not widely available or known. With only four
locations carrying the brand in Canada, Laura Siegel products are exclusive and the
brand does not possess majority of the marketing share. In order to strengthen
brand equity, awareness is the ultimate goal.
The advertising campaign will convey the message strategy of creating awareness
about Laura Siegels new special edition clutch. The creative strategy will be
executed through print ads. This is an effective method of communicating Laura
Siegels message as readers consume the information at their own pace, providing
detailed product information. Magazines have a high geographic and demographic
selectivity, credibility, and prestige. They also have high-quality reproduction and
good pass-along readership. The main focus of the advertisement is the picture,
with the headline reinforcing the picture and leading the reader to take in the copy.
The chosen magazine for the new Laura Siegel campaign is ELLE Canada. The
company is a multi-platform brand and will provide exposure on multiple facets
such as their website, tablet, mobile app, social media account, and of course, the
print magazine itself. ELLE Canada is Canadas #1 fashion and beauty authority.
The magazine has a readership of 1,577,000 with 11.6 readers per copy. Of the
entire population of Canada, women make up 51% and of all ELLE Canada
readers, 89% are women. The majority of ELLE Canada readers are single and
between the ages of 35 and 49 with the average age at 36 years old. 61% of ELLE
Canada readers are employed and have an average income of $85,192 (ELLE
ELLE Canada women like to keep up with the latest fashion trends. 62% are able to
pay for higher-quality brands and 71% buy clothes and accessories that reflect their
style (ELLE Canada). Because Laura Siegel is a brand aimed at women looking for
quality and one-of-a-kind designs and ELLE Canada is a brand aimed at women
who rely on them to be their stylish guide to a fashionable and cultured life, this
magazine is the best match to carry Laura Siegels new advertising campaign.

Laura Siegels advertising campaign in ELLE Canada is a sales promotion for a new
clutch that is hand woven, knit, and dyed in India. With Saks coming to Canada in
early 2016, this is a mutually beneficial opportunity to create buzz for both Saks and
Laura Siegel. Saks is not one of Laura Siegels current stockists, so this will add
another medium for consumers to access the brands products. The advertisement
consists of a model dressed in Laura Siegel designs holding the new Laura Siegel
Camaka clutch. Camaka means glow in Hindi to correspond with the
advertisement. The entire photo in the advertisement is posterized except for the
clutch, which is glowing. The main copy reads, There are hundreds of bags. But
only one that makes you glow. When Saks initially launches in Canada, this will
also be the first introduction for Laura Siegels new Camaka clutch. Example of the
ad can be seen in Appendix Image 7.
The new Camaka clutch and Laura Siegels entire collection will be available at all
Saks locations. However, Elle Canada is teaming up with Saks and Laura Siegel to
invite the media, bloggers, and enthusiastic shoppers to shop the collection the
night before its official launch. Here, attendants will be the first to get their hands on
Laura Siegels new Camaka clutch and can spread the word about Laura Siegel
using the hashtag #lauraforsaks. A mock up invitation for the event can be seen in
Image 8 of the Appendix.
Tool #2

Another marketing objective for the promotional mix is Public Relations. This form of
communication denotes authenticity, credibility, the opportunity to reach hard-tofind-buyers, and dramatization. Considering Laura Siegels target market, a
collaboration with the respected, innovative, and high-end blog, the Coveteur,
seemed a logical choice.
The Coveteur began as a blog that sought out the worlds most gorgeous homes
and fashionable closets belonging to the fashion industrys best. Today, it has
evolved into showcasing their lifestyles, fashion, and culture. It features only stylish
influencers, promoting only the most expensive and high-quality brands with a
feature on the site to directly purchase them (The Coveteur). Followers are indirectly
recommended certain clothes, cosmetics, restaurants, destinations, and more.
However, they have a larger impact since they are not paid advertisements.
With 200 000 unique visitors per month, the site experiences much traffic. 10% of
users are Canadian and 50% are American, which means a large chunk of users
have access to Laura Siegel, the Canadian product that is sold in Canada and in
America (The Coveteur).
The Coveteur will dedicate a page to feature Laura Siegels workspace, clothing,
and sources of inspiration. The Coveteurs users are between age 15 and 60, and
70% of them are between 18 and 35. This ensures Laura Siegels target market will

be reached. It will lead into a sneak peak of her latest promotion, the Camaka
clutch, recommending readers to take a look at what it is all about. The ultimate
goal is brand awareness. As this is not a paid advertisement, Laura Siegel has
almost no control over what is dramatized. The collaboration will be a mutually
beneficial relationship for The Coveteur and Laura Siegel, driving more traffic to the
website and promoting the fashion brand.
The webpage will begin with an image of Laura Siegel herself, as well as an
exclusive interview accompanied by quotes. There will also be images of her
clothing line, cultures that inspire her, and what her design studio and office look
like. This will be done in a tasteful and aesthetically appealing manner that is typical
of The Coveteur. There will be accompanying music and a link where users have
the option to shop the story. This is important because beyond creating
awareness for the brand, users will be able to immediately click on their favourite
item and buy it, giving The Coveteur a commission on the sale. Refer to the
Appendix Image 9 for an example.
The Coveteur is also active on social media with 577, 711 Instagram followers and
121,005 Twitter Followers (The Coveteur). Each article blogged about on the
website is automatically tweeted and the images are instagrammed. This ensures
an even larger receptive audience.

For our first promotional strategy, Laura Siegel will need to pay for the
advertisement space in the Elle Canada Magazine. According to Elle Canada, this
will cost Laura Siegel approximately $12,310 for of a page, with visibility of 1-4
times (ELLE Canada). The ad will be shot in Laura Siegels studio, so there will be
no rental space expenses. Laura Siegel herself will be styling the shoot. Hair is
being done by students of Aveda Academy Salon, which will cost approximately
$30 (Aveda Institute). Students of GLOW Academy in Toronto will do the makeup
without charge; this will be beneficial to makeup students for promotional reasons.
The model will be a low profile model sourced from a local modeling agency for use
for 4 hours which will cost approximately $150-$200 an hour, so conservatively,
$800 (Photosecrets). The photographer for the shoot will be Miguel Jacob. Laura
Siegel has developed a professional relationship with this photographer and he will
therefore shoot it as a favour. The cost of the entire shoot will be approximately
$13,140. As a result of the high costs, Laura Siegel will need to source sponsorship
for half of the fees.
For our second promotional strategy, the coverage apparent through The
Coveteur is public relations, therefore there will be limited costs associated with
this. The Coveteur hosts its own photographer and stylists who are present to


shoot and style the blog post. The Coveteur chooses this in order to be able to
present the Laura Siegel brand in a manner that is aesthetically on brand for their
viewers. The ultimate reason for there being no cost is that a partnership of this
kind is considered to be beneficial to both parties, therefore there is no requirement
of Laura Siegel to pay anything for this feature. The shoot and interview will take
place in the Laura Siegel studio; therefore there will be no space rental fees.

The two tools of the promotions mix chosen are intended to succeed in
communicating with consumers and reaching the intended target market.
Advertising in ELLE Canada will ensure the reader is exposed to the right message
at the right time, is attention-grabbing, reflects her level of understanding and
behaviours with the product, motivates her to purchase, and creates strong brand
associations. Collaborating with The Coveteur as a public relations strategy ensures
readers connect with the brand on a deeper level as they have the opportunity to
learn more about the designer herself. The goal is to ultimately gain a 100%
increase in sales in Canada and online, and a 50% increase in the US by the end of
the year. With the promotions mix chosen; we are confident we will achieve our
goal with a budget of $13,140.


Works Cited
Aveda Institute . <( >.
Baccari, Ava. Happy Toronto Fashion Week Spring 2015! Shop Canadian
Designers on Sale at Gilt. 20 October 2014. 30 November 2014
Barnard, Linda. Toronto Fashion Week: Clothing with a conscience. 14 March
2014. 30 November 2014
CFDA. 2014 CFDA Lexus Eco-Fashion Challenge. 30 October 2014. 30 November
2014 <>.
ELLE Canada . ELLE Canada Media Kit .
Keller, Philip Kotler and Kevin Lane. Marketing Management . 14. Toronto: Pearson,
Laura Siegel . "Press Kit ." Press Kit . 2014.
Laura Siegel. Laura Siegel. 30 November 2014. 30 November 2014
. "Laura Siegel ." Press Kit . 2014.
Notable. Laura Siegel: Today's Notable Young Entrepreneur. 10 June 2014. 30
November 2014 <>.
Photosecrets. < >.
the Coveteur. the Coveteur. 30 November 2014 <>.
Toronto Fashion Incubator . Laura Siegel Collection . 30 November 2014
< >.
World MasterCard Fashion Week . Laura Siegel . 30 November 2014


Image 1 Prices on Laura Siegel Website
Laura Siegel Website



Sale Price

$1 3 5 7 9 11 13 15 17 19

Image 2 Prices at Oak NYC in New York





1 2 3 45 6 7 8

Image 3 Prices at Room 2046 in Toronto

Room 2046 Toronto

1 2 3 4 5


Image 4 - Prices at Shop Ethica Online

Shop Ethica




1 2 3 4 5 6 7

Image 5 Retail locations that sell Laura Siegel collection per country
Stores Per Country


Image 6- Amount of Inventory per store

Units Per Store



Image 7- Advertisement in Elle Magazine

Image 8- Invitation to shop Laura Siegel at Saks


Image 9- The Coveteur Laura Siegel