2020/2021 FIELD Industry Partner and Client Holt Renfrew aimed to improve customer engagement, acquire new, younger customers and increase foot traffic while keeping their company values at the core of everything they do.

 

Team 2002, consisting of Mikhail Barrameda, Samara Randhawa, Gabriela Jonas, Suad Ali, J’yden Cleghorne, and I, Emelly Castro, created strategies and tactics within a marketing plan that:

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• Researched the Canadian and International sustainable and socially responsible women apparel marketplace.

• Defined the current competition online and offline.

• Establish a clear competitive advantage positioning for Holt Renfrew. 

• Recommended a new brand that aligns with Holt Renfrew as a luxury retailer to attract a new target customer and expanding the product offering in the opening luxury price range.

• Developed and planned a capsule collection of 13 styles for Fall 2021 that met H Project Material and Artisanal approved criteria. The capsule collection is a collaboration with a new sustainable brand. The team presented a hand-made, socially responsible womenswear brand that provides versatile and size inclusive pieces. H Project criteria is found on the Holt Renfrew website at https://www.holtrenfrew.com/en/h-project-approved.

• Administered and maintained a sales plan of between $90,000-$100,000. Initial markup of 62.5%, sell through at 55% for Q3, and a communications budget of 10% of cost purchases. 

• Planned an integrated omni-channel strategy using digital technology to drive engagement and increase foot traffic to stores.

• Organized a marketing and event plan to engage new customers.