In task 3-3, you will submit two to three pages that illustrate, describe, and define the target customer for the trend or product identified in Module Two. Clearly illustrate who your target customer is and describe why he or she would want to buy your trend or product. Also, define the need for your trend or product in the local marketplace. Make sure you include information on how it could be used in the global marketplace. The milestone should be submitted as a Word document with APA citations. The task will be graded with the Target Customer Rubric.

FMM 457: Final Project Guidelines and Grading Guide

The final project for this course is the creation of a marketing plan for a trend or product (to present to a retailer for adoption). In Module Two, you will identify a
trend or product to present to a retailer, based on establishing a need in the marketplace. In Module Three, you will describe a target customer and why he or
she would want the trend or product, and define the impact on local and global industries. In Module Four, you will assess major competition and draft solutions
to attract target customers. In Module Five, you will analyze any potential challenges in bringing this trend to the market, as well as opportunities. In Module Six,
you will define how to market and brand this trend or product. By Module Seven, bring everything together in a five- to seven-page final paper (using APA
citations) and create a marketing plan that summarizes coursework up to this point by identifying the specific details of the plan (branding, social media,
traditional media), how these details will help make a trend or product appeal to a target customer, and what can be done to get a trend or product recognized.
The final product represents an authentic demonstration of competency because it presents the student work in an original marketing plan for a trend or
product. The project is divided into six milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final
submissions. These milestones will be submitted in Modules Two, Three, Four, Five, and Six. The final marketing plan will be submitted in Module Seven.

The marketing plan helps students to meet the following course outcomes:

1. Students will demonstrate an understanding of the importance of designing qualitative and quantitative studies to address management issues or to
examine business opportunities in the fashion-merchandising arena.

2. Students will understand the difficulties involved in developing new trends in the fashion industry.
3. Students will demonstrate an understanding of the difficulty involved in developing a sustainable and efficient supply chain system in the fashion


Milestone One: Identify a Trend or Product
In task 2-3, you will submit two to three pages that identify a trend or product to be presented for adoption to a retailer. First, describe the trend or product in
detail as well as the opportunity gap currently present in the fashion marketplace. Then, answer the following questions: Is there anything else currently in the
local market similar to the trend or product you have identified? Who would benefit from the new trend or product? Can the identified trend or product be
adopted globally or only in a specific locale or region? To complete this task, be sure to refer to and integrate all of the ideas and concepts learned thus far from
the resources a


In the current market industry, there have been significant strides by big retailers and

wholesalers in the area of marketing. This is because while a business may be equipped to

effectively serve any given market, it is only through the marketing approaches used that the said

business can stay competitive. Based on the fact that there has been a continuous development of

social media platforms, there have to be new and better ways that retail businesses can use to

stay trendy and maintain significance in the sense of whether people are talking about them or

not. A retailer in the fashion industry would mostly stand to gain in this aspect since marketing

done on such platforms can target specific community segments, which is very important in such

a business.

Influencers are those people whose opinions are highly sorted out by people in the sense

of what they wear or what they eat. Such people will tend to have a kind of appeal centered on

what is new and what works. For this reason, most retailers have paid such individuals to post

their products on their social media platforms. Since this has been the case for most businesses,

there is the need to go an extra mile in the said marketing approach, and this is done through the

new trend of organizing influencer meet-ups where the influencers show up adorned in clothes

made by different brands (Li et al. 2021). This trend fills the gap of staying relevant to the public

since these shows have live coverage by the influencers themselves. Therefore, by showing up

with the retailer’s design, the influencers build up enough excitement from the public to a

position where the retailer can target newer markets without the limitation of boundaries.

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The new trend would benefit customers since they would be able to choose the fashion

they want to be associated with based on what the influencer they have a liking to is wearing. In

most cases, many people follow influencers because of the idea that these people have aspects

that they would like to have, such as clothing or even their bodies. Therefore, based on this idea,

it would be logical to expect that the approach would inspire more purchases as things would be

judged based on how good the clothes being presented are and how cool the influencers think

they are. The retailer in such a capacity would be the one who stands to gain the most benefit

since one such event could put their products on the forefront of the desired commodities by


The idea of using social media as a marketing strategy removes the limitation of

geographical location. Social media platforms are worldwide, meaning people will have access

to the idea of the existence of the product from different parts of the world as long as they

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