"Groovy Escapes"

The marketing strategy to promote the proposed collection will primarily target Gen-Z consumers and will involve promoting the collection as being limited-edition, to promote a sense of urgency and exclusivity. It will centre around providing a memorable experience that will draw in customers in travel hubs, as well as creating a sense of excitement.

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POS - Points of sales will be unique, showcasing bright and bold imagery reminiscent of the 70s that will transport them to a different time.  The pop up stores will include a “photo booth”, where travellers can take pictures wearing Le Specs and share them on social media, working as free marketing for the brand. Le Specs could go further and provide customers with polaroid photos that will serve as memories for travellers, and will reinforce a sense of fondness and positivity towards the brand. 

GWP - Customers who purchase a pair of Groovy Le Specs will receive a gift with purchase which will include a limited edition glasses case, that will assist in incentivising purchases. Customers will also receive a pin that will act as a souvenir that will remind them of the brand and their travels, creating a positive correlation. 

Digital Marketing - Digital Marketing strategies will include social media campaigns run across TikTok, Instagram, Facebook and Youtube, where the #GroovySpecs can be used by customers to share their travel moments wearing their Le Specs. Partnering with influencers and travel bloggers who  will post content across social media sites featuring unboxing videos, travel diaries, and styling tips that highlight the exclusive limited-edition pieces available at various travel locations. 

Staff Incentives - Staff will also be incentivized by providing them with an additional discount on pieces of the collection. Staff can also be rewarded with bonuses or prizes based on sales performance, to create a motivated atmosphere to boost product knowledge and customer engagement.