NORTH SOUTH UNIVERSITY

Mid 2 Assignment

Selling to Customer – Business case about

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‘Cloth25’

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rs e Course- E-Business
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Course Code- MIS 207
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Submitted by
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Md. Saiful Islam

ID – 1812560030
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Sec - 11
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Submitted to:
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Prof. Md. Mahbubul ALam, PhD

Department of Management
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North South University (NSU)

Date of Submission:

20th September, 2020

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 Case
“Cloth25” is a bespoke fashion studio that aims to be the custom-made top and premium
tailoring brand in Bangladesh. Bangladeshi people mostly preferred stitched outfits by local
tailors. However, over the years, customer choice has been shifted to readymade and 'made-
to-measure' (MtM) clothing brands due to comparatively higher tailoring costs and longer
tailoring time (roughly 3 to 4 weeks or more). An MtM outfit is cut from a standard pattern
and amended to fit a person's contours and is expected to be superior to that of a readymade
garment. Whereas in bespoke tailoring, every garment item is made entirely from scratch
based on customer's specifications.
Readymade retail stores offer varieties of products at different prices and sizes,
despite not always providing the desired comfort and aesthetic appeal. While MtM and
particularly readymade garments, are relatively cheaper, bespoke outfits are truly unique.
They offer the ultimate symbols of distinctiveness and elegances.

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The quality and variety of readymade garments have improved compared to the past.

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Many time-sensitive customers like to make readymade products rather than wait for a long

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time for tailor-made outfits. Besides, the younger generation prefers to shop for trendy

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clothes from readymade stores.

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Moreover, the tailor-made industry has been facing enormous challenges and
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setbacks. In addition, the copying of business models and easier entry make the competition
so intense in this industry. Despite those challenges, “Cloth25” is planning to launch their
offline and online site for their business.
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 Question 1: What types of web ads do you recommend for promoting ‘Cloth25’ & why?
Mention which type of ads are most effective for ‘Cloth25’ at different stages of customer
life-cycle.

Answer to the question number 1

Thinking of popularity, ‘Cloth25’ started its business of readymade & made-to-

measure clothing. As a clothing retail business, they would try to focus on digital marketing
strategy. As a fashion brand they would like to attract more customers from young generation
that’s why they should focus on social media platforms to show their ads. So, they can use
‘Rich Media Ads’ or active ads & banner ads with rich media objects to promote the business.
Rich media ads contains graphic images, videos & animation which can be shown at social

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media sites. Better quality active ads would easily grab people’s attention as well as animated

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banner ads. So, as a modern fashion brand I recommend Cloth25 to advertise using active ads

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& banner ads above the social media platforms to let know more people to know about the

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Different type of ads are effective in different stages of customer life-cycle. At the
‘awareness stage’ the goal of advertising is to letting know people about the product of
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Cloth25. So, at this stage ‘Rich Media Advertisements’ is most suitable because attractive
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graphical advertisements will let people know about the advent of the new product of
business. After this ‘Exploration Stage’ comes where attracted customers visit the site &
there Cloth25 will show the designs of the dresses & details about the product. Banner ads
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will be better at this stage because there the product design with animated gif’s & little detail
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can be shown. At the ‘Familiarity Stage’ email advertisement can be used with pop-up ads to
show lead the customer to convince purchasing more products from the brand.
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‘Commitment’ or loyalty stage comes after this. Here customer will be already fond of
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Cloth25 so here Cloth25 can use text-based email marketing to let know about new products
with some discount for loyalty. Finally, at the ‘Separation Stage’ Cloth25 will not focus on
targeting the customer so they actually don not have to focus on advertising that much.

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 Question 2: Explain how CRM could help “Cloth25” to add value to their business.

Answer to the question number 2

As Cloth25 is a modern fashion brand & wants to run business online, they have to
use Customer Relationship Management (CRM) system to keep track of their customers &
site visitors. It would definitely add value to the business by finding the right customers &
offering products based on customer’s behaviour and preferences. Using CRM will show the
insights about how customers are responding or showing behaviour. Also, statistical data
about customers, site visitors and interaction with the brand can be found which is called
customer touchpoint. Using this technology Cloth25 can find the real customers who are
willing to make transactions with the brand. The data found by CRM will help Cloth25 to

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improve the business by understanding which type of designs customers are liking. Also, by

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CRM Cloth25 will be able to observe individual customer’s stage in life cycle & will be able

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to advertise to them according to that stage. This will allow them to build long term

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relationship with customers. CRM will also lead Cloth25 to provide customer services by
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looking for the valued customers and giving benefits to them & checking the data about
customer complaints and customer satisfaction. They can store & examine data for long time
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which is called data mining using CRM. Cloth25 might employ a data analyst to examine and
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analysing the data and suggest on how to respond with this data. Working with the
information and data Cloth25 will find ways to get more new customers and also will be able
to retain the customers by who have already purchased something. Also, Cloth25 can make
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new designs based on customer’s popularity. They will be able to create more customer
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satisfaction. Some selling cost will be reduced as well as which people coming of seeing
which kind of advertisement can be observed & it will be easy to focus on particular
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advertisement type. All these things will help Cloth25’s business to gain more value and grow
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more.

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