In the 2000s, Oliveira began to suffer through changing demands. Casual loungewear had exploded and these were typically made from wool, lightweight cottons,terry cloth and linens. Fashion trendsincludedpleated, bubble and mini-skirts, cut out dressesand Capri pants. Oliveira responded by launching a new product line of bubble skirts, made from their softest denims, but the fashion trend was short-lived and the product line was never popular. The attempt to shift product lines cost the company dearly in terms of reputation, brandstrengthand financialinvestment.In early 2021, granddaughter Juliana took over Oliveira as the new Chief Executive Officer. While young, Juliana has worked in the fashion industry her entire life. She has seen the importance of sustainabilityand recognisesthe important role that slow fashion willplay in the next decade.Juliana describes slow fashionas manufacturing which respectspeople, environment and animalsand the opposite of fast fashion.She has set hersights on generating growththrough innovation,and longer term, wants Oliveirato become a top 10 bespoke jeans brand in the world. To achieve this goal, Juliana began looking for a marketing communications expert to analyse the brand, with the view to launching a new product in early2022. After undertaking a thorough analysis of the situation facing Oliveira in the jeans brand category, you realise that bespoke jean customers are particularly brand loyal to their favourite brand, once they find a brand they like, they tend to stick with it.They can also be loyal to a particular style. Existing Oliveira customers (75% of whom are women) love and have a deep connection with the brand, in part due to Oliveira'scountry-of-origin and family-orientedemotional advertising.However, Oliveira customers have not had much of a product choice. The company has always produced three main styles for women, high waisted, relaxed fit and flared. For men, they make two styles, straight leg and slim cut. Apart from their brief, unsuccessful, foray into bubble skirts, they have only made jeans, no other denim garments.In your first meeting with Juliana, she tells you she has been working directly with severalBrazilian cotton farmers, experimenting with the twill weaves to create unique diagonal ribbing patterns. This means that patterns could be combined with customised dyingto create some truly one-of-a-kind jeans. Juliana hasnamed this product linePadro Estilizado" (loosely translated as styled or changed pattern).To capitalise on the growing trend for environmental sustainability and responding to customer demand for ethically sourced materials and products, Juliana also has an idea that customers can bring in their old Oliveira jeans, that either no longer fit or are wornand the team will turn them into patchwork jeans using both the old jeans plus new, sustainably produced, material. Juliana has named the patchwork jeansidea, Estilo Sustentvel (looselytranslated as sustainable style). Juliana and her team are looking to trial both new products, including any necessary rebranding work, in Australia first. You realise that Oliveira needs move fast. With this in mind, you begin the process of briefing a panel of respected full-service agencies with the aim of selecting an agency to assist you to formulate the appropriate campaign strategy and develop an integrated campaign idea. As part of this process, you must clarify the thinking that will form the foundation of the work. It is especially important to you that the successful agency fully understands integrated marketing communication and the myriad of tools (communication touchpoints) available.

One of your team is worried that directing market offerings to particular consumer segments may raise ethical dilemmas. How will you address your team member's concerns?