LBM715 Luxury Marketing Management Assignment Sample

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1. Introduction

Marketing management implies for process of planning, managing and executing activities for promoting product & services. It is the pivotal process which aids in discovering buyer preference and behaviour based on which accurate promotional strategies are implemented. This also aids in developing unique proposition, branding and positioning strategies that contribute towards sustaining competitive advantage. Fendi is Luxury Italian fashion house which was established in 1925 by Adele and Edoardo Fendi. The organization is involved towards producing large number of products such as eyewear, shoes, and fragrances, ready to wear and fur clothes and other accessories. Annual revenue of Fendi is 802.4 million pound and it is situated at more than 277 stores worldwide (The history of Fendi, 2025). From the secondary research, it has identified that Fendi is highly depended on historical and traditional clothing whereas Versace offers bold and extravagant design.

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Further, from primary study, it has determined that customer is preferring blend of traditional and modern approach. This provides an opportunity for Fendi and Versace to collaborate with each other which ultimately cover larger target market. This Collaboration “Fendace” offer vibrant and loud colour and prompt clothe that fulfil needs of larger target market. It is most adequate collaboration as it assists in reducing competitiveness within luxury market and also enhances overall customer base. The current report will discuss on the marketing Tactics that will be used to introduce and promote new product and services. It also includes in-depth communication plan through which awareness will be created among wider section. In addition to this KPIs will be established that aids in ensuring overall viability of the proposed marketing tactics.

2. Marketing Tactics

Marketing tactics implies for specific task and activities that are designed and executed with aim of accomplishing marketing goals and objectives (Prabowo, 2025). There are four P’s of marketing tactics which compromises of Product, place, price and promotion. Below is the in-depth description of product, place and pricing strategy that will be used within Fendace:

Product: Fendace is aiming at utilising product theory by which organization offer unique and distinct product that could meet needs, requirement and desires of customers. In this line, Donatella Versace and Kim Jones collaborate to develop new and creative products which are accurate blend of boldness and craftsmanship (Brambilla et al, 2022). In this, product will include FF logo of Fendi and Baroques print of Versace. In this line, organization provides sexy aesthetic pieces like mini-dresses, shimmery gowns and denim pantsuits that are inspired by 70s. Along with this, it also includes wide ranges of hells, belt, handbags, sneakers, sunglasses, scarves, hats and other accessories. It ales offer unique handbag for women like chunky and golden Trigreca, Peekaboo and other oversized hoodies for man.

Price: It is another significant element of marketing mix which define total cost at which product will be sold out to customers. IT is most crucial element as firm’s overall profit and stability is depended on the efficiency of pricing strategy.

Fendace will utilize premium pricing strategy in which goods are offered at higher cost than market which ensures adequate quality of product. This strategy has been utilized as Fendi and Versace are luxury brands which pays higher emphasis over quality conscious customers (Furui, 2021). Both organization aims at attracting customer with high purchasing power and follows urban lifestyles. This is optimum pricing method as it defines high quality of the firm’s product which eventually develops overall reputation. In addition to this, premium pricing assists in earning huge amount of profits and thereby boost overall profitability. Moreover, firm will also utilise cost-plus pricing strategy in which organization add profit margin to original cost of product.

Place: It is fourth crucial marketing element that defines place and medium through which customers could get access to all product & services. In this line, organization is aiming at utilising direct distribution channel which does not includes any intermediaries for selling out organization’s product. This channel will be used as Luxury product could not be afforded by larger segment and for managing overall image and reputation of the company (Li and Tang, 2023). In this line, This product will be available at both Fendi and Versace stores which aids in enhancing overall accessibility of larger segment. Fendace product will be available at some of global pop-up location that includes Los Angeles, London, Paris, Osaka, Tokyo, Kuwait, Dubai and Shenyang. Moreover, Versace will offer Fendace product in label of ‘Fendi by Versace” while “Versace by Fendi” section will be available at Fendi (Fendace: the Fendi by Versace Collection, 2025). Moreover, organization is also aiming at utilising online platform which contribute towards broadening overall customer base. In this line, some of the collection will be offered at Fendi and Versace website that enhance customer’s accessibility and ultimately boost overall profitability.

3. COMMUNICATION PLAN

Communication plan implies for strategies that will be used to create awareness related to firm’s product & services (Asfaw and Menon, 2025). Following is the in-depth discussion of the Fendace communication plan which aids promoting its product:

Smart objectives

Below are three crucial objectives which manager aims at attaining at the end of current year:

• To boost online visibility by 5% at the end of 4 months.
• To increase organization’s sales by 6% at the end of second quarter.
• To enhance firm’s profits by 10% at end of current year.

Target audience

The below mentioned table define target audience of Fendace:

Fendace product will be offered to all college and graduated student which are highly loyal to luxury brand. Firm also aims at attracting individual from age group of 20-40 years as Gen Z and millennial are more likely to invest towards luxury product. Further, all these products are sold at high prices due to which people with high social status and luxury lifestyles are selected (SYSOEVA and NUSRAT, 2022). Moreover, both the organization is global company due to which Fendace products will also be provided to large number of customers.

Promotional media

For creating awareness related to firm product, two campaign be launched that capture attention of larger target market. In this, “Threat of togetherness” will be established that define a perfect mix of aesthetic, values and inclusivity. This will define firm’s focus on promoting country culture with modern twist and thereby broadening customer base. Moreover, “Partner in progress” will be another campaign which define friendship and love among two competitive organizations that are Fendi and Versace. Following are various promotional media which will be used to create awareness related to this campaign which are as follows:

• Traditional marketing: In this, firm will utilize billboard through which company will create awareness related to its product. Moreover, Advertisement will be telecast on television which contributes towards creating awareness wider target market and thereby boosting sales and profitability.
• Social media marketing: it is most prominent marketing strategy in which social media platform such as TikTok, Instagram, YouTube and Facebook will be utilized for creating awareness (Li, 2024). In this line, organization will showcase attracting videos and images on this platform which capture attraction of targeted group. In addition to this, Paid ads will be showcased on this platform which enhances customer engagement. Furthermore, organization is aiming at regular communicating within customer through this platform which resolves their confusion and ultimately boosts overall sales and profitability.
• Influencer marketing: It is most accurate marketing strategies for promoting clothes and accessories (Ramdani and Saputra, 2025). In this, firm will initiate partnership with large numbers of influencer and models such as Lina Zhnag, Anok Yai, Anja Rubik, Imaan Hammam and Campbell which will promote product within wider target market. This strategy is most optimum as customer overall buying decision is influence by influencer’s perception and thereby elevating overall sales.
• Email Marketing: This strategy will also be utilised by Fendace in which Fendi and Versace will send email to their existing customers related to collaboration. These will assists in creating awareness related to new product launch which ultimately boost sales and profitability.

Campaign ideas

Threat of Togetherness

This campaign aims at demonstrating that Fendi’s cultural values and Versace modern thoughts will be merged that could be used by individual from difference cultural background. Following image will be showcased on social media platform which attract large number of customers:

This image defines firm’s concern over promoting inclusivity as organization is offering clothes and products that could be used by different type of people. In this image, all models are hired from different countries which indicate inclusivity.

Partner in Progress

This campaign aims at demonstrating the friendship and coordination between Fendi and Versace which will be showcased through following image:

The above image will be used to promote “Partner in Progress” campaign which defines collaboration between two competitive brands. First image define baroque prints of Versace, second image define Fendi FF logo and last image define accurate blend of uniqueness of both this brand. This image also indicates an accurate coordination and collaboration between two brands that ultimately results in offering high quality product & services.

Summarized communication plan

Following is the marketing communication plan which aids in determining type of information, frequency and channel through which information will be shared:

Key performance indicator (KPIs)

For determining overall efficiency of the marketing strategies, Diverse KPIs will be used that define firm’s efficiency in attaining all goals and objectives. Some of the most common KPIs for discovering success of Fendace’s marketing are as follows:

LBM715 Luxury Marketing Management Assignment Sample

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Page view: This KPI aids in determining total number of audiences visited firm’s websites which aids in determining overall visibility (Dhillon, Agarwal and Rajput, 2022). A high page view indicates that organization website has high SEO rating which eventually increases number of visitors.

Search engine Rating: It is another KPI which aids in determining overall ranking on Goggle which aids in predicating firm’s visibility. This KPIs support in determining valuable information related to volume of organic traffics, Number of ranking keyword and backlinks based on which overall visibility could be predicted.

Net profit: Organization will also compare firm’ overall net profit which assists in discovering company’s capability in attracting customer (Helmold, 2022). This KPI help in identifying change in firm’s profit before and after marketing which ultimately denotes overall efficiency of the proposed strategies.

Conversion rate: This KPI define total number of individual that has initiated purchase after visiting firm’s websites. Conversion rate contribute towards determining overall sales of the organization which ultimately support in discovering firm’s efficiency in attaining set goals and objectives.

CONCLUSION

By summing up report, it has identified that Fendi and Versace has huge opportunity collaborate with each other for enlarging customer base. In this regard, organization follows premium pricing strategy, offer product through digital platform and undertake digital and traditional promotional tactics. Page views, conversion rate, Net profit and search engine rating are various KPIS for determining marketing efficiency.

REFERENCES

Books and Journals

• Asfaw, B.W. and Menon, F., 2025. Exploring the impact of virtual reality on consumer purchase decisions: A strategic perspective on immersive digital marketing in the luxury fashion industry.The Business & Management Review,16(1), pp.144-149.
• Brambilla, M., Badrizadeh, H., Malek Mohammadi, N. and Javadian Sabet, A., 2022. Analyzing brand awareness strategies on social media in the luxury market: the case of Italian fashion on instagram.Digital,3(1), pp.1-17.
• Dhillon, R., Agarwal, B. and Rajput, N., 2022. Experiential marketing strategies used by luxury cosmetics companies.Innovative marketing,18(1), pp.49-62.
• Furui, Y., 2021. Analysis on Marketing Strategy of Luxury Brand under the Context of New Media: Taking Gucci as An Example.J. Econ. Bus. Manag,9.
• Helmold, M., 2022. Promotion and Advertising Strategies. InPerformance Excellence in Marketing, Sales and Pricing: Leveraging Change, Lean and Innovation Management(pp. 199-208). Cham: Springer International Publishing.
• Li, C. and Tang, Y., 2023. The Factors of Brand Reputation in Chinese Luxury Fashion Brands.Journal of Integrated Social Sciences and Humanities, pp.1-14.
• Li, K., 2024. Analysis of the Marketing Strategy of HEYTEA. InSHS Web of Conferences(Vol. 185, p. 03019). EDP Sciences.
• Prabowo, A., 2025. Effective Marketing and Consumer Behavior Tactics for High-End Products: The Consumer of Luxury. InEffective Marketing and Consumer Behavior Tactics for High-End Products(pp. 201-226). IGI Global Scientific Publishing.
• Ramdani, R. and Saputra, F., 2025. Purchase Decision of Club Brand Mineral Water: The Influence of Price, Quality, and Promotion in Jabodetabek.Baileo: Jurnal Sosial Humaniora,2(3), pp.286-304.
• SYSOEVA, O. and NUSRAT, J.M., 2022. THE SIGNATURE AESTHETICS OF THE DESIGN STYLE OF FENDI IN THE ERA OF METAMODERNISM. InКРЕАТИВНЫЕ ТЕХНОЛОГИИ В ПРОЕКТИРОВАНИИ КОСТЮМА(pp. 79-97).