Marketing

History:

Fat Face started its journey in 1998 by two British adventuresome friends who were travelling and presently staying at French Alps. They like travelling a lot and wanted to chase such life style forever but their limited money did not allow them to do so. Tim Slade and Jules Leaver than start selling t-shirts to gain money for their  lifestyle, their brand value is rotating around the idea that ‘Life is better when travelling around the slopes, then spending time in offices and suggesting that their adventurous lifestyle of surfing were more entertaining and appealing than having a dull routine of office life’.

The brand is growing continuously, as they now own 205 stores. Fat Face has confidence on their faithful brand succeeding, and has always give priority to the significance of relationship marketing to communicate with their consumers. The brands goal is to create an emotional connection between the consumers, as the principles are aspiring and appealing towards a particular lifestyle .The brand targets those consumers who are curious, and leading and active lifestyle, with prominence on British Heritage. However, the brand realizes that their consumers were becoming isolated from the brand as they grew older. Therefore, Fat Face currently introducing a rearranging program. This includes changing in colors and fits of their products to attract younger consumers of the ages 25-35. However, they are failed in attracting their desired demographs, and disaffected their loyal consumers, now aged 40+.

Situational Analysis:

Current Positioning of Fat Face:

The main objective of this section is to analyze the current situation of Fat Face along with the future of the company. There are both external and internal aspect which needs to evaluate in depth, how the company is profitable, and how they could conceivably be more profitable by meeting the demands of their market. By evaluating the company’s current position, clear judgments can be made and...