For this project, we’ll imagine a brand called Shadow that exists in the fast-fashion category alongside competitors like Gap, Uniqlo, and H&M. In the most current year, sales for Shadow declined by 12% while most competitors were flat or up 2%-4%. Zara and H&M were both up around 5% in that year.

Shadow and H&M share a similar target audience, young adults (21-34) with incomes below $50,000.

Assignment Requirements

Part 1: Write a Positioning Statement

  • Describe Shadow’s current position in the marketplace based on the perceptual maps above.
  • What additional data does Shadow need to understand its place in the marketplace, e.g., what are dimensions beyond price, quality and trendiness you need data on?
  • With the data you have, describe a new positioning for Shadow in the marketplace with a focus on the dimensions you need to improve on.
  • You can discuss Price and Product changes in your Re-Positioning.
  • Your positioning statement should be 1-2 paragraphs long.

Part 2: Produce a Mock Advertisement

  • In addition to your positioning statement, produce a mock advertisement that captures your positioning statement.
  • Your mock advertisement must include a visual element and a key message.
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