Sarah is a fashion graduate from a leading fashion school of Pakistan. After graduating she spent around five years working as assistant to the Marketing Director of a well-known specialty merchandiser with multiple outlets. Over the years she has managed to save some money and with the promise of some investment from her parents, she plans to start her own enterprise. During her tenure at the specialty merchandiser, Sarah was recognized for her sense of taste in fashion and accessories. Her frequent trips to wholesale markets in Karachi with her company’s buyers helped her develop an understanding of the industry and also the business-to-business market. 

Now she feels she has the experience to launch her own brand which she plans to call Sarah’s Fashion. The merchandize will be exclusive party wear for women, offering a customized look at a much lower price than the high-end retailers. Because of her experience in merchandizing and also because she would be handling all her tasks herself, she is confident of getting a vital cost advantage. With a small budget of around two million, she has limited options. She cannot go for large scale advertising but she plans to put up a few bill boards around selective locations a week before the opening, for which she has selected the Forum Mall. She has negotiated and settled on renting a shop for three days at the Forum (which will cost her PKR 200,000), where she hopes to make enough sales to cover her cost and give her brand required boost in the market. As a result of the initial hype, she hopes to receive enough orders to keep her in business. 

She basically plans to run the operations from her own house using her cell phones as the first line of communication between herself and potential customers Further on, she is relying on her personal contacts, particularly on the social media to give her the much-needed publicity. Later on, she plans to set up a website for the brand, once she has generated a certain amount of revenue. 

1- Keeping in mind her target market you are required to create and elaborate a demographic profile of her prospective customers. App 100 words

2- What type or types of consumer appeals does Sarah’s Fashion focus on to convince prospective customers? 

3- How can Sarah make sure that her brand is not lost in the clutter and that it makes its presence felt? Recommend marketing tactics within her limited budget to trigger the minds of prospective customers. 

4- Create a Tagline for Sarah’s fashion and develop a Semiotic