Problem
Papaya's Vintage, a vintage fashion retailer originating from Melbourne, intends to open one store in Sydney in December 2022. The business selected Newtown for their location in Sydney because of the suburb's hip and bohemian population that includes a diverse range of ages, genders, sexualities, and ethnicities. Vintage fashion refers to those "garments and accessories which are more than twenty years old, which represent a particular fashion era, and which are valued for their uniqueness and authenticity" (McColl et al., 2013, p. 148). Vintage fashion is not only perceived more original but, given that it has been worn previously, is also sustainable and ethical.
Task
Assume that you are hired as a marketing consultant by Papaya's Vintage to formulate a one- year IMC plan for 2023.
Discuss how Papaya's Vintage can ensure strategic consistency in their campaign when targeting the selected market segment.
(Selected market sement is the age bracket of 17-30 as these individuals are still in the early stage of life, they're likely to still be discovering their own sense of style and are happy to experiment with different fashion trends. Furthermore, this generation is known for being socially and environmentally conscious therefore they will more likely appreciate the uniqueness and authenticity of vintage fashion. They are also prone to be pressured by fashions that're popularized by celebrities and other influential people, to which some are consistently dressed in clothing that is considered antique.)