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 andaccessories 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.

Assume that you are hired as a marketing consultant by Papaya's Vintage to formulate a one- year IMC plan for 202

Q: Discuss how Papaya's Vintage can ensure strategic consistency in their campaign when targeting the selected market segment. 10 marks