The lifestyle clothing industry is among the fastest-growing and competitive sectors of the fashion industry. For prosperity, as the brand manager, it would be advisable to be aware of trends and effective means of increasing product exposure through marketing. Numerous approaches apply to market requirements. The approach to be implemented would the P-A-P-E-R test, which focuses on five core elements. Namely, they are promotion, audience, partnership, environment, and revenue. The prosperity of any business in the fashion industry relies on understanding the dynamics and shopping patterns consumers as they purchase clothing articles.
The first step in the P-A-P-E-R test, as previously identified, is the promotion aspect; according to Supovitz (2014), the best approach to a marketing play is by starting with the last process. Promotion refers to the message that the consumer will receive concerning the organization and product. By taking advantage of the modest budget, it would be possible to create an interest in the products and organization. The approach will involve providing discount promotions, thereby increasing the awareness of the organization and products. The second part of the test is the audience or the target of the marketing play. The organization will target society’s young members as marketing lifestyle clothing brands to them is more superficial. Additionally, they have the needed financial resources to purchase the products. However, it would require intense research on the trends and sport affiliation attributed to the area.
The third step is the most strategic and critical as it would require the formation and development of beneficial relations. Teaming with sports bodies such as local soccer teams can have beneficial results with proper exposure. Additionally, it would allow the organization to have a better understanding of the needs of the market. The fourth step in the test is the environment, and as stated by Backman (2018), it has both direct and indirect . The objective of the organization is to develop growing partnerships while maintaining healthy competition. Competition promotes innovation; therefore, it would be necessary for the environment to be driven (Elberse et al., 2019). The final step is revenue; positive financial returns from the modest investment should demonstrate the overall impact of the marketing effort. However, to determine the success of a marketing strategy, it would be essential for the organization to set targets. Targets are essential as they help the company identify its purpose and assist in its growth (Dean et al., 2018). The company’s target will be based on the revenue generated with others designed to measure the progress and identify areas of improvement. Nevertheless, revenue generation will determine the variation in approach to the marketing strategy.
Based on the assessment, basketball is among the most popular sports in the region. By sponsoring a small basketball team that has desirable performance in games, the company will use the team to promote the clothing brand. The strategy is beneficial for both the team and the organization as they will market the brands while being financed and offered better kits. The audience would mostly be basketball enthusiasts. Such enthusiasts come from different regions of the country, and by selling products to them, they spread the brands. Sports fans are spirited and can promote a team and its sponsors significantly.
Additionally, starting with performing teams that are not adequately recognized will create a competitive environment for other similar businesses. The team’s potential improves, coupled with passionate fans, affects the overall revenue generated from product sales. The approach selected is similar to that of sports shoe manufacturer Nike which targets influential sports, sponsoring them with marketing (Elberse et al., 2019). The P-A-P-E-R test offers a simplified and comprehensive approach to entering an already competitive and challenging market.