Integrated Marketing Communications Strategy Based on Data Analysis for Stella McCartney

Abstract

Integrated Marketing Communications (IMC) appeared and was then widely applied to branding and marketing disciplinary in the late twentieth century. IMC spreads “coordinated and consistent messages across various channels of communication” to increase the consistent brand image and reputation globally through the integrated marketing strategies, marketing communications, multiple media and the value of the Internet. This study aims to explore Chinese luxury market situation from Chinese consumer behavior analysis, followed by a SWOT analysis of Stella McCartney. The SWOT and quantitative analysis show that Stella McCartney has low reputation in Chinese market and low consumer awareness, but with the increase of Chinese young consumers attitudes towards on luxury brands, Stella McCartney still have opportunities in Chinese marketplace. It then conducted some strategic recommendations through advertisement, public relations, visual merchandising, and Guerrilla These findings of market research analysis would benefit for the marketer, merchandizer, and fashion retailors.