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Case study: Setting a digital marketing Strategy for a startup \"click\" on sustainable fashion. Sustainable Fashion wiki denition. \"Sustainable fashion is a movement and process of fostering change to fashion products and the fashion system towards greater ecological integrity and social justice. Sustainable fashion concerns more than addressing fashion textiles or products. It comprises addressing the whole system of fashion. This means dealing with interdependent social, cultural, ecological and financial systems!\" It also means considering fashion from the perspective of many stakeholders - users and producers, all living species, contemporary and future dwellers on earth. Sustainable fashion therefore belongs to, and is the responsibility of, citizens, public sector and private sector. A key example of the need for systems thinking in fashion is that the benets of product-level initiatives, such as replacing one fiber type for a less environmentally harmful option, is eaten up by increasing volumes of fashion products. An adjacent term to sustainable fashion is eco fashion." Models of excellence. Observe these two sites in sustainable fashion. htt s: metiseko.com htt s: kilomet109.com Both companies are startups in Vietnam, with global prospective and manage to make a brand in sustainable fashion. Case description "Asian Comfort" is a newly established startup based in Singapore with investment capital of S1.000.000. The company allocates 5350.000 in three years' time, to create the brand in sustainable fashion as purely click company, using as a model of excellence the metiseco and kilomet109 examples. Being a niche in fashion the company plans to expand globally. Not having any physical stores the company targets to its nice very carefully. The initial niche is man and woman between 30 60, well-educated with interests in wellbeing, healthy life, eco conscious and additional interests in nature, global earth warming, ethnic products, natural products, yoga and travelling. This niche can be expanded in due course. The digital marketing has three stages Year 1. Brand awareness and recognition Year 2. Increased visibility for site and mobile app visitors Year 3. Increase conversions, and revenues Create a three-year digital marketing plan, illustrating in detail for year. Year 1. Yearly budget by marketing channel. SEO, SEM, ADS, Affiliates, Email, Social Media Expected results from each one of the channel above. 1. SEO Specific actions: Keywords High, middle, tail: Indicators for each keyword Expected results] Cost. 2. SEM Specific actions, examples of your ads Expected results] Cost. 3. Ads. Type of campaign, Examples of ads Expected results. Cost. 4. Affiliates. Types and examples of affiliates. Expected results. Cost. 5. Email Types of emails, examples and targets. Expected results. Cost. 6. Social media. Types of social media. Examples of posts. Expected Results. Cost. 7. Summary statement: Defend your Year 1 digital marketing plan l'Asian Comfort"
