Max&Co Research proposal

Topics: Qualitative research, Research, Quantitative research Pages: 15 (5705 words) Published: July 9, 2014


MaxMara Fashion Group
Max&Co’s use of social media and digital communications in Italy RESEARCH PROPOSAL

CONTENTS

RESEARCH PROPOSAL

1. BACKGROUND p. 3
1.1 Max&Co 3
1.1.1 Introducing the new Max&You app 4
1.2 Competitors overview 4
1.3 Rationale 4

2. OBJECTIVES 5

3. METHODOLOGY 6
3.1 Secondary research 7
3.1.1 Internal data 7
3.1.2 External data 7
3.2 Primary research 8
3.2.1 Qualitative research 8
3.2.2 Quantitative research 9
3.3 Sampling 10
3.3.1 Focus groups 10
3.3.2 Online questionnaires11
3.4 Data analysis 11
3.5 Potential issues 11

4. REPORTING AND PRESENTATION 12

5. TIMING 12

6. FEES & BUDGET 12

7. MVB RESEARCH AGENCY 13

8. SOURCES 14

RESEARCH PROPOSAL

1. BACKGROUND
“The Max Mara Group is one of the largest international fashion houses and the first Italian clothing company, recognised throughout the world as the precursor of modern pret-à-porter fashion. The Group was formed in 1951 the Group with the aim of offering haute de gamme feminine clothing, produced according to excellent industrial processes. This is a record that the Max Mara Group has consolidated over time through a meticulous, luxurious style that has always achieved rising success on a world-wide scale” (MaxMara Group), maintaining however its strongest market in Italy. The Group is composed of nine different brands, each targeting a different segment, none of which are particularly active through digital communications, with the exception of websites and online shops.

MVB Research Agency was contacted to develop a study aimed at analysing the use of social media and digital communication tools for the Max&Co brand, which as company results show, is the most developed of the nine brands on new media, with particular focus to the Italian market. In fact, the further development of this brand online will define a model for the Group’s other brands to also develop a social media and digital communication strategy accordingly both within Italy and worldwide. It must be noted that the rapid evolution of social media and digital communications has led fashion companies to develop new communication strategies aimed at establishing a closer relationship with their customers. For the fashion industry, social media have been identified as a powerful enabler to build strong relationships with their consumers. Social media and fashion brands both show strong relational features; in fact, among all sectors, the fashion market appears to be the most ‘social’, due to its underlining mechanisms of social diffusion. From this derives the importance for fashion brands to build a social image which leads to high levels of social involvements, in contrast with the mere presence of social media; the number of social networking channels manned by brands has a clear correlation with the ROI of social media marketing strategies. 1.1 Max&Co

Max&Co mainly targets young women, who appear to be also one of the most significant groups of social media and digital communications users, therefore the effectiveness of the Group’s strategy in this sector is essential. Research shows that Facebook and Instagram are the most popular social media in Italy, both of which Max&Co has been using for the past 3 years and 12 months, respectively. Facebook has become a tool for consumers to interact with other consumers and with the brands, and it can increase brand awareness; also, it is a tool for word of mouth, affecting therefore the brands overall profitability and success. Similarly, Instragram, with about 1.8 million users in Italy, has become a powerful tool for the fashion industry today, as it allow creating a connection directly through a brand’s products and ideas. However, Max&Co’s results for March 2014...
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