Marketing Campaign
| NEXT PLC Marketing Campaign | FASHION BUYINGHOLLINGS CAMPUSMANCHESTER METROPOLITAN UNIVERSITY | | | |
1.0 Introduction
1.1 Methodology
The purpose of this report is to identify the consumer market targeted by the chosen campaign, analyse the message that has been encoded and the reaction of the consumers, and compare the campaign against the approach taken by competitors and other brands. The goal of the research is to identify the channels of feedback that the chosen company will use to evaluate the success or unsuccessfulness of the campaign.
2.0 Brand – NEXT PLC
2.1 The Chosen Brand and Campaign
The campaign chosen is NEXT’s ‘order by 9pm for next day delivery’ television advertisement. This delivery service was introduced in the year 2000 for standard orders that were placed before 5pm with the NEXT directory. However, in the last decade, the delivery service has become more efficient with NEXT increasing the time to order by 9pm instead of the earlier time of 5pm.
The reason for choosing this brand/campaign is that it is extremely interesting how NEXT can get the products from warehouse to consumer within 24 hours.
2.2 Company History
The company NEXT was founded in 1982 with the first store opening with an exclusive range of stylish clothing, shoes and accessories for women. Quickly following, collections for men, children and home ware products were soon to be found in store. Clothing at NEXT is styled by their in-house design team who offer great style, quality and value for money garments with that contemporary fashion edge.
NEXT launched a mail order operation in 1988, a handbook containing pages of fashion, the blueprint for catalogue retailing.
At NEXT, online shopping was introduced in early 1999 with the directory becoming available to shop from the comfort of your own home on the internet. The online directory now serves in over 50 countries outside of the United Kingdom through its worldwide website,
1.0 Introduction
1.1 Methodology
The purpose of this report is to identify the consumer market targeted by the chosen campaign, analyse the message that has been encoded and the reaction of the consumers, and compare the campaign against the approach taken by competitors and other brands. The goal of the research is to identify the channels of feedback that the chosen company will use to evaluate the success or unsuccessfulness of the campaign.
2.0 Brand – NEXT PLC
2.1 The Chosen Brand and Campaign
The campaign chosen is NEXT’s ‘order by 9pm for next day delivery’ television advertisement. This delivery service was introduced in the year 2000 for standard orders that were placed before 5pm with the NEXT directory. However, in the last decade, the delivery service has become more efficient with NEXT increasing the time to order by 9pm instead of the earlier time of 5pm.
The reason for choosing this brand/campaign is that it is extremely interesting how NEXT can get the products from warehouse to consumer within 24 hours.
2.2 Company History
The company NEXT was founded in 1982 with the first store opening with an exclusive range of stylish clothing, shoes and accessories for women. Quickly following, collections for men, children and home ware products were soon to be found in store. Clothing at NEXT is styled by their in-house design team who offer great style, quality and value for money garments with that contemporary fashion edge.
NEXT launched a mail order operation in 1988, a handbook containing pages of fashion, the blueprint for catalogue retailing.
At NEXT, online shopping was introduced in early 1999 with the directory becoming available to shop from the comfort of your own home on the internet. The online directory now serves in over 50 countries outside of the United Kingdom through its worldwide website,
References: Boohoo. (2012) Boohoo. [Online] [Accessed on 28th November 2012] http://www.boohoo.com/restofworld/page/home Boohoo Katharina. (2012) Levels in fashion. [Online] [Accessed on 28th November 2012] http://fashion2011marketing.wordpress.com/2012/01/03/levels-in-fashion/ Missguided Missguided. (2012) Missguided Delivery. [Online] [Accessed on 28th November 2012] http://www.missguided.co.uk/help NEXT NEXT. (2012) NEXT PLC. [Online] [Accessed on 28th November 2012] http://www.nextplc.co.uk/ NEXT PLC NEXT. (2012) NEXT PLC Business Overview. [Online] [Accessed on 28th November 2012] http://www.nextplc.co.uk/about-next/business-overview.aspx NEXT TV Ad Music. (2012) 9pm Delivery Autumn 2011. [Online] [Accessed on 28th November 2012] http://www.tvadmusic.co.uk/tag/next/ NEXT TV Ad Music. (2012) Timing, NEXT 9pm Delivery October 2011. [Online] [Accessed on 28th November 2012] http://www.tvadmusic.co.uk/2011/04/next-introducing-next-co-uk-spring-2011/ YouTube