Written Assignment 1

Layla Collection

Business School, University of the People

BUS5112: Marketing Management

Dr. Akash Mathapati

Nov.17.2021
 Abstract

Layla Collection is a Kuwaiti lingerie and clothing retailer that became known in the last 10

years for its differentiated designs for women mainly but also for children and men. The paper

focuses on the company's various advertising and marketing strategies, which include 4 P's

(Product, Place, Promotion, and Price). By 2011, Layla Collection market share began to

increase due to many factors that would be explained later in the paper. The brand salient

growth is worth studying especially for a local brand that competes with giant international

ones.
 Layla Collection

Brand Background: In 2011 Layla Lingerie started business in a 480m squared store located

in a remote and traditional area in Kuwait. In 2015 Layla Lingerie was renovated to be Layla

Collection: a multi-brand retail showroom, carrying exclusive rights from nine Turkish brands.

Targeted Market: middle to high-class teenagers craving the latest trends, working women

and moms searching for everyday durable wear, to older women appreciating comfortable

100% cotton home wear.

Marketing Mediums and Tactics used: The real secret to Layla Collection’s success is the

smart marketing strategy that focuses on a combination of tactics that comes from a deep

understanding of the local culture, consumer behavior, and market trends.

1. Website, SEO, and Email Advertising: Layla Collection maximizes ROI (Return of

Investment) through the processes that improve its website presence and improve its ranking

on google. Also, they keep their email subscribers in the loop by sending sneak peeks at new

collections and early access to limited-time offers. Subscribers also receive exclusive coupon

codes that aren’t advertised anywhere else, making it all the more enticing to sign up for their

email list. By offering these incentives, customers are more likely to register, and the company

thus makes more sales.

2. Social Media: Layla Collection is ubiquitous on the social media channels; especially the

most-used channel in the city Instagram, which generate a lot of attention and furthers the brand

reach. Instead of posting boring promotional content, Layla Collection uses the appeal of its

visual aesthetics to create entertaining, compelling, and informative content.

3. Coupons: Layla Collection is a bit expensive compared to any local brand, and that's why

the company regularly shares coupons with their regular customers. Not only does it draw

people into the store, but it creates a guaranteed shopping cycle.

4. Mobile Marketing: Layla Collection has mobile apps for Android IOS. Digitally enabled

catalogs are especially effective in converting leads into paying customers. Furthermore, there

is a chat feature that allows customers to get in touch with customer support.

5. Semi-Annual Sale: Layla Collection hosts a massive clearance on their out-of-season

merchandise, twice a year.

Market Strategy: Layla Collection used the marketing mix to enhance its, so far, local brand.

1. Product: Layla Collection product lines include women Underwear line, Lingerie & Bridal,

Sleep & Lounge, Maternal, Plus Sizes in addition to girls & babies and Mens’ wear. Their

collection targets the younger lot i.e. female teen customers who are attracted to vibrant colors.

Layla Collection also includes sportswear and sleepwear for older women who appreciate

comfortable 100% cotton wear.

2. Price: Layla Collection is premium innerwear and has targeted women from high

society and urban areas, who are looking for luxurious and opulent items as its

potential customers. Therefore, it’s in fierce competition with the international brands

and the high price failed to cater to the needs of the masses.

3. Promotion: Layla Collection is involved in various celebrity endorsements,

meetups, and interviews with known faces in the local market which make it even more

popular for young girls who aspire to look like supermodels and to imitate gulf region

fashionistas.

4. Place: Layla Collection operates via its stores as well as an online website.

Conclusion: Despite the competition of leading brands, Layla Collection achieved

enormous growth in the Kuwaiti local market due to many factors. First, there was a

lack of high-end local brands that understand the local citizens' culture and consumer
behavior. Second, there was a business opportunity that comes from a trend that

started in the market at the beginning of the 21st century to support local brands. Third,

the differentiated products such as the oversized line which is ignored by other

international brands gave Layla Collection that competing advantage to make traffic

on their brick and mortar shops and website.

Value Proposition: An intimate apparel brand, passionate about providing women

with comfortable yet fashionable, high-quality home-wear products.

References

About Us. (n.d.). Retrieved from https://www.laylacollection.com/pages/about-us