& Other Stories is a leading fashion brand that primarily targets women and offe

Question

& Other Stories is a leading fashion brand that primarily targets women and offers a wide range of beauty and ready-to-wear as well as shoes, bags, accessories to create a distinctive market positioning.

The marketing strategy is built around inspiring and creating the trends in the global markets as well as fashion stories. The styles comprise of masculine tailoring to feminine chic, so the marketing mix does not follow the traditional routs and ways of promoting the brand.

The positioning and the marketing strategy uses the following elements:

The latest campaign for the brand leverages a diverse set of celebrities and models to break the classic fashion stereotypes. The campaign consisted of the following models and celebrities:

The brand is growing rapidly which is evident from the growth in a number of stores that jumped from just 7 to 23 in two years. It has a large following on Instagram where it has ~200k followers.

Explanation / Answer

The performance of & other stories: How is it performing today (e.g. market share, profitability, trends, key competitive activity, etc.)?
•Strategy: What is the brand’s current market strategy and objectives? What is the & other stories' point of differentiation/position? Be sure to articulate a classic position statement for your brand and document all brand elements, e.g. symbols, taglines, spokespeople, packaging, etc.

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