Anna Laurel Designs, Inc.

Marketing Strategy for the Future

Nancy A. Oliver

Business Case
Source: Bloomsbury Fashion Business Cases
DOI: 10.5040/9781474208772.015
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Abstract

Anna Laurel Designs, Inc. is a small apparel manufacturing company that designs and produces bridge price point women’s apparel products for upper-end retailers. The company developed a reputation for manufacturing quality women’s apparel with fashionable designs and classic styling. As the label’s target market, women of the baby boomer generation, reach retirement age, apparel product categories representing the largest profit makers for the company will decline. Fast fashion has had little impact on the company profit to date; however, millennials—consumers of fast fashion—represent one of the largest generations since the baby boomers and are an important consumer group in the future. Additionally, the company has observed the backlash against fast fashion as apparel companies combat cheaply made products by incorporating sustainability into apparel designs and production. Therefore, Anna Laurel Designs has hired a marketing firm to provide an analysis of two need-based factors determined as critical for continued growth: (a) capturing the millennial generation as they move into careers and (b) the importance of sustainability to the apparel industry.


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