Clothing Brands Research Articles

Understanding young Chinese consumers' preferences for foreign clothing brands: a behavioural approach

PurposeThis research explores the purchasing behavioural drivers of young Chinese consumers purchasing foreign clothing brands. The aim is to include a range of drivers identified by different investigations into a single approach, to determine direct and indirect channels by which these drivers influence purchasing behaviour, and their relative importance in quantitative terms.Design/methodology/approachThe methodology is based on an extended version of the theory of planned behaviour that considers hypotheses based on a number of studies revised in the literature review. This theoretical framework was used as the basis for a questionnaire applied to a sample of 362 young Chinese consumers. A Partial Least Squares Structural Equation Modelling approach was used to analyse the collected data.FindingsThe results revealed three main channels influencing purchasing behaviour which were shown to share the same root, corresponding to the influences of the social network young consumers belong to. This result suggests that social norms have a key role in explaining young consumers' purchasing behaviour through its impact on their needs for status and social recognition, their attitudes towards foreign cultures and foreign brands, and their beliefs regarding the attributes of foreign clothing.Practical implicationsThe work therefore provides companies operating in the foreign clothing market the confidence to devise business strategies that focus on the channel demonstrating the highest influencing power. A strategy likely to have the highest influencing power is one that uses celebrities to promote the reputation of products and reinforce the messages associated with status and social recognition. Reinforcement of these strategies could include secondary strategies linked to the other channels such as the one related to the adoption of foreign cultural symbolism.Originality/valueIn contrast to the majority of related studies, this investigation also explores indirect channels or paths by which a behavioural driver affects the behaviour of young Chinese consumers. In fact, this investigation not only simultaneously identified the different paths influencing young Chinese consumers purchasing behaviour but also quantitatively identified their relative importance.

Factors determining fashion clothing interest and purchase intention: A study of Generation Z consumers in India

This research provides a framework of factors determining clothing interest and subsequent purchase motivation of Generation Z consumers in India. The predictors of young consumers’ clothing interest are uniqueness, self-concept, brand image, word of mouth and perceived quality, with price consciousness moderating the interaction between clothing interest and purchase intention. The study employed structural equation modelling to analyse data collected via a self-administered questionnaire from 211 consumers across India aged 18–24. The resultant model established the role of uniqueness, self-concept and brand image as significant predictors of clothing interest, which influenced consumers’ purchase intention positively. Both word of mouth and perceived quality have a low impact on the fashion clothing consumption of young consumers. The moderating role of price consciousness was also not established indicating that young consumers would go ahead with their clothing purchase if they develop an interest in it, regardless of the price. As the results confirmed the role of uniqueness, self-concept and brand image on clothing interest, which in turn influence consumers’ purchase motivation, this study throws significant insight on factors, which determine young consumers’ clothing interest. The research will hence enable clothing brands to develop strategies, which fit the young consumers’ values and appeal to their aspirational lifestyle, influencing their purchase motivation and brand loyalty in return.

ФОРМУВАННЯ ЕКСПОЗИЦІЇ ВІТРИН ВІДОМИХ БРЕНДІВ ОДЯГУ ЗАСОБАМИ КОМПОЗИЦІЇ

The article outlines compositional tools used in the design of window displays of popular brand clothing stores. The author analyzes the current state of research of this topic and studies the materials of researchers dealing with the topic of window dressing and its development. The research methodology was developed and the regulatory requirements for window display design were analyzed. The analysis of window display design of well-known clothing brands in the national and foreign practice was carried out, and their comparative analysis was made. The study was supplemented by the analysis of artistic decoration of window displays with artificial lighting elements. Individual features of decoration of window displays of popular brand clothing stores were studied. The relevance of the present research topic is explained by the importance of the window display design as a means of advertising for trade establishments helping to influence the consumer. A high-quality window display design encourages a person to enter a store and definitely motivates to make a purchase. Opening of new trade spots and redesign of interiors of existing stores take place in conditions of active competition. It is important to analyze the world and national trends of design of window displays of famous brands in the sphere of fashion, and their development, to identify common and distinctive features, as well as individual characteristics, with account for the industry and regional context. Window displays are powerful and effective tools of trade advertising. They familiarize passers-by with store goods, novelties, promotions and seasonal changes, and also act as a business card of a shop. Window displays with interesting design help buyers to navigate through new fashion trends. The design primarily affects the visual perception of goods. Quite often, people switch from looking at a skillfully decorated shop window to the product itself as its integral part. That is why the object of advertising affects the psychology of a person more strongly than its image in a photo. Direct visual contact with the product gives a person the most accurate information about its shape, size, color, and texture. Having analyzed the experience of foreign designers in the sphere of window display design, we can note the notable differences in design and formation of the exposition. Window displays of national brands are distinguished by sophistication, minimalism of shapes and colors that are close in tone to the clothing brand itself, while foreign store windows, on the contrary, make “loud” appearance of new collections, have a contrast combination of shapes and colors, aimed at enhancing the impression on customers. They are characterized by an asymmetric structure of the composition, a bright color scheme, use of shiny materials, hyperbolization of dimensions, and accentuation of the central element of the composition. Non-standard plots and colors can be seen in window displays of famous clothing stores. Designers engage famous artists to create installations with the use of lighting and illusion effects to attract the attention of customers. This study supplemented the existing scientific researches in the sphere of window display design of stores of famous clothing brands and comprehensively analyzed the issue of window display design with account for compositional and technical methods and tools.

Influence of socio-demographic factors on the development of marketing communications

The study of the influence of socio-demographic factors on the development of marketing communications is relevant, as it helps businesses to interact more effectively with the changing needs and behaviour of consumers in the context of global demographic changes. The purpose of this study was to investigate marketing communications that are preferred by different segments of the population. During the study, the following methods were used: analysis of statistical data, logical, graphic, and generalization methods. The study covers various categories of families and their influence on the consumption and perception of advertising. Large families, Muslims, gay people, and serial monogamists were found to have their own unique characteristics and preferences in advertising. Specifically, large families can be targeted by advertising aimed at children’s goods and services, which can be encountered while walking with children. Muslim families who are allowed to have multiple wives may be interested in advertising that reflects the values and needs of this religious group. Gay people and serial monogamists may show a greater interest in branded clothing and higherpriced goods. Furthermore, the age and income level of the population influence the perception of advertising. Young and middle-aged people may be more trusting of advertising, while older people may show less trust in it. It was also found that advertising in the media and Internet advertising are effective channels of communication with various categories of the population. The results of the study can be used to adjust marketing strategies, from the correction of advertising messages to the selection of platforms for advertising promotion, which, considering the demographic characteristics of the target audience, can significantly increase the effectiveness of marketing activities and business profitability

NNBI: A Neural Network Based Business Intelligence Dashboard For A Clothing Store

Business Intelligence (BI) plays an important role in decision support systems by analyzing business data. Demand forecasting is a primary part of a sales decision system. In this research work, a Neural Network based Business Intelligence (NNBI) dashboard is proposed for a sales decision system. Data is collected from a leading clothing brand, then NNBI executes data and uses Recurrent Neural Network (RNN) to predict daily, monthly and weekly sales. The accuracy of the prediction model (0.95) validates the performance of NNBI. Tableau, a well-known BI tool is used to design NNBI dashboard. A combination of graphs, charts and text is used to interactively present the sales information. Results of NNBI show that a BI dashboard with the analysis and prediction power of NN is a good fit for a business organization.

How Customer Experiences Influence Consumer Trust toward Local Clothing Brands

How Customer Experiences Influence Consumer Trust toward Local Clothing Brands

An Empirical Study of Smartphone Companies in An Emerging Economy: The Role of Trust and Commitment in Fostering Consumer Engagement and Loyalty Via Social Media

The purpose of this research is to learn more about the mental processes that drive customer involvement, with a focus on the roles that loyalty and trust play in this phenomena online. By investigating the connection between brand engagement on social media, brand affection, consumer trust, and brand loyalty, this study hopes to fill a vacuum in the existing literature. SEM smartPLS was used to analyze data from 251 replies on smartphone and clothing brands. Customers' commitment and trust are moderated not by their feelings but by demographic factors like age and gender. There is a direct and an indirect connection between consumer involvement and trust. Customer happiness, brand loyalty, and brand devotion are all factors that may be predicted and developed with active consumer engagement, as the study shows. Although not all of the predictions of the conceptual model are supported by the data presented here, the study does offer important theoretical and practical insights into how to improve customer engagement, relational marketing strategies, and the consumer acquisition process. The novelty and significance of this article come from its analysis of what motivates customers to interact with a brand online and from the creation of a conceptual model that examines the role of customer engagement as a mediator in the generation of brand loyalty, brand love, and customer satisfaction

FASHION WEEK REMAJA DI KOTA BATAM

Fashion week is a week-long fashion exhibition event held in the city of Batam, in which the community, especially teenagers, are involved in a fashion exhibition and compete with each other's styles by using each other's clothes. The above social phenomenon, the Nagoya Thamrin Fashion Week event, has actually become an arena for quirky style contests, show-offs, and prestige through being fashionable for teenagers in Batam city. Of course, this is a trigger for the emergence of consumptive behavior that affects the lifestyle of teenagers in Batam city, who incidentally still have a status as students. In this study, the goal is to find out the phenomenon of youth fashion week in Batam City by looking at it from a social aspect regarding adolescent lifestyles that influence consumptive behavior so as to trigger a culture of consumerism towards adolescents in Batam City. This study uses a qualitative descriptive research method by providing an explanation and description of the object of the research phenomenon according to the incident at the location or in the field. This study used purposive sampling to select 10 informants. The purposeful sampling technique is a sampling technique with certain considerations. The results of the study found that in the lives of adolescents who tend to express self-pleasure through their interest in popular fashion trends, fashion has become their need to increase their self-confidence to appear in public. In addition, modernization changes the lifestyle of adolescents in Batam City, who tend to choose a more consumptive lifestyle that tends to prioritize pleasure through the development of fashion trends that are believed to be able to support appearance needs. With changes in modern lifestyle, Batam teenagers think that a person's status can be marked by changes in appearance through everything they use, for example in the form of branded clothes, branded pants, shoes, and others.

Examining the Role of Social Media Marketing on Brand Love and Its Impact on Brand Centrality: The Study of Local Fashion Brands for the Millennials

Purpose: Local fashion brands are an important issue for millennial consumers. To create their love of local fashion brands, social media marketing is necessary. The study also examines brand love's effects on local fashion brands' centrality. This study also investigates brand love and centrality’s impact on the repurchase intention. Design/ Methodology/Approach: The data were taken using survey methods with questionnaires developed by previous researchers. A partial least squares regression was used to test the hypotheses. Findings: This study shows that social media marketing can create conditions for consumers to develop brand love, but brand love still needs to be able to develop brand centrality. This study also shows that although brand love has yet to create brand centrality, the concept of brand love can influence the repurchase intention. At the same time, brand centrality also affects the repurchase intention. Originality/value: This is the first study analyzing millennials’ brand love toward fashion clothing brands and the analysis of the influence of social media marketing on brand love and its impact on brand centrality.

The Influence of Social Media Marketing on Consumer Based Brand Equity, Brand Loyalty, and Mediation by Brand Experience on Fashion Brand Clothing in Indonesia

The purpose of this research is to examine the effect of social media marketing initiatives on brand equity and brand loyalty through brand encounters. 205 participants made a purposive sampling sample for this study. The consumers who were the samples of this study, among others, had bought local fashion brands in Indonesia for at least the last six months. Hypothesis testing was carried out using the structural equation model (SEM) method with the help of AMOS software. For further research, it is also possible to add and analyze additional factors that strengthen local fashion brands that are influenced by brand recognition and image building are two examples of social media marketing activities

Optimization and Reconstruction of the Teaching Content of "Brand Clothing Planning and Design" Based on "Four Key & Four Perspective"

Higher education should not only cultivate more senior specialized talents, but also cultivate new applied talents who can adapt to the requirements of economic and social transformation, development, and scientific and technological transformation, and have "high moral cultivation, comprehensive quality, strong innovation and entrepreneurship ability, and strong practical application ability". The role of traditional classrooms is mainly to cultivate students' basic knowledge quality and general abilities. The advantage lies in the systematic and solid mastery of basic knowledge, but the cultivation of core literacy and competitiveness of students' application ability is relatively lacking, and the effect of "two strong and one high" talent cultivation regulations is not obvious. In recent years, the country has focused on the construction and reform of application-oriented undergraduate colleges and universities, cultivating high-quality application-oriented talents, and has successively issued a series of documents and carried out a series of actions. Among them, promoting the classroom revolution in application-oriented colleges and universities is seen as an important breakthrough in reform. The classroom revolution is not only a revolution in technology, but also a revolution in educational concepts. The optimization and reconstruction of teaching content, as the leading action of the classroom revolution, has gradually attracted the attention of college teachers. "Brand Clothing Planning and Design" is a compulsory course for students majoring in clothing to improve their professional literacy. After long-term exploration, research, and practice, it has proposed three restructuring principles that focus on the "applicability, novelty, and logic" of the teaching content for the optimization and reconstruction of this course; In the practice of optimizing and reconstructing teaching content, it is necessary to take enhancing the applicability of teaching content as the main line of optimizing and reconstructing it, infiltrate curriculum ideology and politics into the entire process of teaching and educating people as the theme of optimizing and reconstructing it, tap the essence of traditional Chinese culture as the main guide of optimizing and reconstructing teaching content, cultivate students' international perspective as a main axis of optimizing and reconstructing teaching content, so that students can expand their learning range on the basis of learning textbooks well, Strive to surpass the teaching materials in terms of the breadth and depth of knowledge learning. At the same time, guide students to enter the practical field, exercise hands-on skills, master practical operating techniques, and develop the ability to solve practical problems.

Forecasting Student Clothes Purchases Intention in Bangladesh: A Machine Learning Approach

Online shopping provides an excellent opportunity and platform for today's traditional businesses. Because of the advancement of online purchasing systems, students often prefer online shopping. Thus, students' involvement in online purchasing has become an important trend. The research aims to determine university students' purchase intentions toward Bangladeshi clothing brands using several machine learning approaches. An online questionnaire survey was conducted with 1000 university students, and the study goal is to understand their attitudes to online shopping from a different perspective. This paper represents a comparative study of different machine-learning techniques that have been applied to the problem of customer purchasing intention. The experiments were conducted using supervised machine learning techniques like linear regression, logistic regression, and Support Vector Machine (SVM) was also used to predict university students' purchase intentions. This study found that students' age, quality of cloth, purchase discount, and price positively impacted student purchase intentions, but the buying risk negatively affected students' purchase intentions. Linear regression gives the highest accuracy with maximum features, and the accuracy is 89.2%.

The Relationship between Clothing Brands’ Corporate Social Responsibility and Brand Attachment

<p>在同類商品眾多的時代，企業提供著許多的產品讓消費者進行選購，而如何建立消費者情感連結，並維持長期之依附關係，是每個企業都正在積極努力的，像是參與社會公益活動等。因此，本研究在探討企業是否可經由落實社會責任而影響顧客對品牌的依附，使企業利於提升品牌價值與競爭優勢。</p> <p>本研究以服飾品牌為研究產業，研究對象以近半年內購買過服飾品牌之消費者為主要調查族群，資料收集工具為結構式問卷，發放203份問卷，有效問卷為176份。實證結果顯示，在控制產品品質的影響下，企業落實社會責任能正面影響消費者對品牌的依附程度。根據研究結果，提出在品牌經營上之意涵與未來研究建議，供企業日後在進行產品規劃或制定決策、以及後續研究人員做參考。</p> <p> </p><p>In an era with numerous similar products, companies offer a variety of products for consumers to choose from. Establishing an emotional connection with consumers and maintaining long-term attachment relationships are actively pursued by every enterprise. This includes participating in social welfare activities, among other efforts. Therefore, this study explores whether companies can impact customer brand attachment by implementing social responsibility, thereby enhancing brand value and competitive advantage for the company.</p> <p>This study focuses on the apparel industry, with consumers who have purchased clothing brands in the past six months as the main survey group. The data collection tool employed was a structured questionnaire, distributed to 203 respondents, with 176 valid responses obtained. The empirical results indicate that, under the control of product quality, the implementation of corporate social responsibility has a positive impact on consumers’ brand attachment. Based on the research findings, implications for brand management and future research recommendations are proposed, serving as references for businesses in future product planning, decision-making, and for subsequent researchers.</p> <p> </p>

Dampak Brand Image, Fashion Lifestyle Dan Harga Terhadap Keputusan Pembelian Pakaian Branded Preloved Di Online Shop

The purpose of this study is to find out and analyze the impact of Brand Image, Fashion Lifestyle, nd Price on Purchase Decisions for Branded Preloved Clothing in the Online Shop. This research uses descriptive qualitative and quantitative methods. Determination of the sample using certain criteria, namely respondents who follow the Instagram account @Latacha.Thriftshop and have bought preloved branded clothes at thriftshop @Latacha.Thriftshop at least 1 time. The sampling technique in this research uses a non-probability sampling technique using a purposive sampling method. Then the questionnaire was assessed using a Likert scale which was given a score of 1-5 for each question item, then the Instrument Test and Classical Assumption Test were carried out as well as Multiple Linear Regression Analysis and hypothesis testing. The results of this study conclude that the brand image variable has a significant effect on preloved purchasing decisions in online shops. The next variable price also has a significant effect on the purchase decision variable of Preloved onlineshop. And lastly, the Fashion Lifestyle variable also has a significant effect on preloved purchasing decisions in online shops

Analysis of the impact of cross-border e-commerce on consumer behavior anxiety from the perspective of consumer psychology

BackgroundThe research object of consumer psychology is consumers. By studying the psychological and behavioral changes of consumers in the process of consumption, we can summarize relevant consumption laws and apply them to commercial operations to improve sales performance. The rapid development of e-commerce has promoted the continuous development of cross-border e-commerce. Many consumers are keen on overseas fashion brands and have bought a large number of fashion brand clothing and other products without considering the actual use of the goods, thus causing anxiety and regret for their excessive consumption afterwards. In this kind of consumer groups, college students are very easy to appear excessive consumption behavior. Therefore, the article analyzes the impact of cross-border e-commerce on consumer behavior anxiety and behavior from the perspective of consumer psychology.Subjects and MethodsThe study selected college students in the consumer group as the research object, and randomly selected 460 college students from different genders, ages, majors, etc. These students have different consumer psychologies and behaviors. Types of overseas shopping commodities, reasons for purchasing and students’ views on cross-border e-commerce platforms were recorded and analyzed. The impact of cross-border e-commerce on consumer behavior anxiety and behavior was explored, and the reasons for college students’ anxiety, and use 1-5 grades were analyzed. The data processing software is Statistic software.ResultsAfter statistical processing, the anxiety level of college students in different genders with different issues of cross-border e-commerce platforms is shown in Table 1. In Table 1, students of different genders have different anxiety levels on different issues of cross-border e-commerce platforms. Different from male college students, female college students have more anxiety about high fake products and false propaganda (P < 0.05).Table 1.Anxiety of college students of different gendersGenderHigh counterfeit productsFalse propagandaHigh priceSome products are seriously damagedMale4.24±0.284.10±0.533.88±0.394.01±0.25Female4.45±0.334.37±0.183.91±0.274.11±0.44P<0.05<0.05>0.05>0.05ConclusionsThe development of cross-border e-commerce has brought more goods to consumers and promoted their consumption, but at the same time, there are also some drawbacks, such as exaggerated publicity, false publicity, etc., which has led to consumers’ excessive consumption, led to the emergence of college students’ “borrowing and lending” behavior, and increased their anxiety. While consumers need rational consumption and financial management, cross-border e-commerce should guarantee after-sales service and establish a good reputation.

"A Study on the Influence Factors of Customer Preference of Fast Fashion Clothing Brands"

"A Study on the Influence Factors of Customer Preference of Fast Fashion Clothing Brands"

Consumer Brand Identification and Purchase Intentions: The Mediating Role of Customer Brand Engagement

Although there has been significant growth in the literature on customer brand engagement, there have been relatively few empirical investigations on its causes and effects. Companies increasingly seek customer engagement with their services and/or products to track their brand performance. The primary purpose of this research was to evaluate the relationship between consumer brand identification and customer brand engagement. This research examines the mediating influence of customer brand engagement on the connection between consumer brand identification and purchase intention. Furthermore, the impact of brand engagement on purchase intention is investigated in this article. The responses of 443 participants were collected using a convenient sampling method. A structural equation modelling (SEM) approach using partial least squares (PLS) was used to conduct the analysis of the data. This investigation's theoretical underpinning is supported by social identity theory. According to the findings of this research, consumer brand identification is the primary driver of customer brand engagement. Customer brand engagement partially mediates the link between consumer brand identification and purchase intention. Additionally, this study reveals that customer brand engagement impacts the purchase intention of fashion clothing businesses. In the context of fashion clothing brands, brand managers should analyse customer brand engagement's role, specifically in generating purchase intention. This study broadens our understanding of customer brand engagement within the context of the fashion apparel industry. This research contributes to the existing body of knowledge by expanding our understanding of the interrelationships between consumer brand identification, customer brand engagement, and purchase intention among consumers of fashion apparel brands in the emerging economy of Pakistan. Moreover, this study is exceptional since it investigates consumer brand identification in a novel context.

The role of buyers justice in achieving socially sustainable global supply chains: A perspective of apparel suppliers and their workers

The absence of an effective public model (e.g., government regulations and law enforcement) in developing countries has driven clothing brands and retailers to rely on a private voluntary formal model (e.g., compliance and collaboration approaches) to manage suppliers' internal social issues (e.g., poor working conditions). However, this model has been recently criticised for falling short in addressing these issues as it overlooks their main root causes. In this study, we suggest that suppliers' internal social issues can be driven by buyers' unfair practices, and therefore, we propose and examine that buyers' justice can ensure suppliers' internal social performance. We further postulate and investigate that addressing these issues would result in advantages for buyers beyond traditional performance outcomes in the form of reduced supply operational risk. Based on a census of the 117 suppliers comprising the ready-made garment industry in a Middle Eastern country (Jordan), we received survey responses from 97 suppliers and their shop floor workers. The analysis revealed that only buyer’s distributive and procedural justice, but not interactional justice, are positively related to suppliers' internal social performance. We also found evidence that improving suppliers' internal social performance can diminish supply operational risk. This study contributes to the extant research by empirically investigating a new approach to handle the increase in suppliers' internal social issues in a developing country context. It also does by capturing suppliers' internal social performance from the workers' perspective and highlighting the role of improved suppliers' internal social performance on mitigating supply operational risk.

Brand Trust Capacity in Mediating Social Media Marketing Activities and Purchase Intention: A Case of A Local Brand That Go-Global During Pandemic

Indonesia has an active number of social media users, as many as 191 million people in January 2022 which rise significantly during the pandemic. This study aims to understand how social media marketing activities affect consumer purchase intention that is mediated by brand trust in a go-global, local clothing brand. This study uses a quantitative method on 200 respondents through an online questionnaire that is distributed to the Instagram followers of one of the go-global brands that showcase their product in New York Fashion Week in 2021. The results of this study indicate that social media marketing activities and brand trust have a significant effect on purchase intention. Brand trust mediates the relationship between social media marketing and purchase intention. Four dimensions of social media marketing activities namely word-of-mouth, entertainment, customizations, and trendiness, are the indicators that have the most significant influence in influencing purchase intention through brand trust. This research found two main things. First, social media marketing activities affect consumer purchase intentions to buy the product. Second, brand trust strengthens the influence of social media marketing activities on purchase intention. Keywords: social media, brand trust, word-of-mouth, purchase intention, pandemic

Business Strategy for Clothing Brand in Indonesia

The growth of the fashion industry was able to contribute about 18.01%, or IDR 116 trillion. The fashion industry’s revenue is anticipated to reach $9.30 billion in 2022, according to recent data. By taking advantage of this chance, Good News is a Christian and Catholic spiritual clothing company. In Indonesia, Good News aims a market of 28.88 million Christians and Catholics. with 1,401,771 potential customers in Jakarta, where Good News is based. Three products were eventually released by Good News, but sales haven’t yet surpassed expectations. Additionally, based on the market potential previously mentioned, Good News sales are unable to reach the 1,401,771-person potential market in Jakarta as a whole. Qualitative research techniques are used in this study. Owners of Good News businesses are interviewed for internal data sources. External sources can be found by reviewing published sources of information for pertinent political, governmental, legal, technological, and competitive trends and events. Before analyzing Good News’s strengths, weaknesses, opportunities, and threats, the author first collects external business factors. The data is then converted into an IFE and EFE matrix, which can be used to determine rankings and weights. A matching IE matrix is created after the data analysis. Good News The total weighted scores for the IFE matrix and EFE matrix are 2.54 and 2.86, respectively. The Hold and Maintain strategy fits the Good News based on the IE Matrix. Good News can change its strategy by working on product development and market penetration. Additionally, starting in January 2023, the author developed an implementation plan, timeline, and budget plan to track strategies to keep the business on course.