You are to assume the role of the director of marketing communications for Folklore, a retailer specializing in women’s clothing and accessories. The senior vice president wants you to develop a marketing campaign to raise awareness of a new addition to its portfolio, Artifact.
Folklore sells high quality and higher priced women’s apparel and accessories at its 215 physical store locations and online. The retailer primarily targets professional women aged 32-45 years old that want to be stylish and on trend, but not purchase fast fashion. Folklore partners with various designers worldwide and has eclectic merchandise.
Folklore’s most popular social media network is Pinterest with 1.9 million followers and over 10 million monthly views. Folklore uses Pinterest as a visual store front for followers and visitors to browse merchandise and collections.
Folklore will soon be launching Artifact, a new retailer that will sell home goods. Artifact, like Folklore, has partnered with various designers and artists from across the globe for stylish décor, small furniture, bedding, and gifts. Artifact will launch this fall with 20 physical store locations and its own website.
The senior vice president is hopeful that Artifact will bring in an entirely new customer base: men. The senior vice president wants you to develop a marketing campaign to inform men of the new retailer and its products.
