Mocolle’s Hanten Parka Marketing Process

Subject: Case Studies
Pages: 2
Words: 630
Reading time:
3 min
Study level: College

Mocolle is a contemporary brand based in Japan that fuses modern trends with traditional textiles to create fashionable designs based on the concept of the fusion of two distinct styles. The brand launched the Hanten parka which combines a classic Japanese garment and the modern trend of streetwear. Evidently, the marketing process of such a specific product should be considered with attention in order to increase the sales rates of the item.

By redesigning a traditional Hanten, the entrepreneur resets contemporary fashion providing the scene with classical Japanese motifs while being able to target younger consumers at the same time. According to the article (Taggart), the idea to produce the garment came to the entrepreneur after sketches of its designs went viral on social media. Potential consumers wanted to buy the real design which is why Mocolle launched the sales of the item. This suggests that the needs, wants, and demands of the consumers are balanced out (Phillip and Armstrong 5). Clothing is a physical need whereas social media users wanted to be able to buy the material version of the design (Phillip and Armstrong 5). Therefore, there is also a demand for the item because consumers are ready to pay for the specific product.

Due to the existing demands, needs, and wants of the potential consumers, the brand was able to create an exclusive product that reestablishes the presence of traditional designs in the fashion market. The goal of entrepreneurship was to create a product that was desired by the consumers (Phillip and Armstrong 42). The aim was reached because of the successful idea and the presence of the potential consumers. The article states that the Japanese fashion scene is known for its unique sense of style (Taggart). Therefore, the cultural environment created by other Japanese brands provides a relevant basis for the launch of the product because the grounds for the item had already been dictated (Phillip and Armstrong 84). Similarly, the cultural and social factors of the Japanese fashion scene largely influence consumer behavior (Phillip and Armstrong 135). Learning behavior patterns from other members of the group, fashionable young people want to own trendy products which make the product successful.

In order for entrepreneurship to be efficient, correct marketing strategies should be put in place. Mocolle should propose specific market targeting which will help their consumer rates (Phillip and Armstrong 197). Consumer portrait can be taken from buyers which initially demanded the launch of the product. Considering the specificity of the item, it is unlikely that the design will serve the needs of a common consumer (Phillip and Armstrong 198). In this way, segmented marketing is more efficient as a particular group of people would want to buy this kind of product.

Furthermore, competition should be considered as the concept of fusion is becoming more prominent in the fashion scene. According to Phillip and Armstrong, the term competitive rivalry refers to the presence of competition among existing companies (522). It is crucial for Mocolle to recognize the possible competition with other Japanese fashion brands. In order to limit the potential of the existence of similar products by other businesses, the brand should focus on its exclusivity and launch various items which comply with the needs of its target consumers.

Finally, to make sure the marketing is efficient, the entrepreneur should propose a particular strategic plan. To do this, the business can conduct marketing research in order to collect relevant data which would help analyze such concepts as consumer behavior and customer motivations (Phillip and Armstrong 117). Taking this information into account will help the entrepreneur develop working marketing plans for future products. Similarly, in the case of ineffective sales of the product, marketing information will help establish additional techniques to improve vending rates and solve potential problems.

Works Cited

Kotler, Philip, and Gary Armstrong. Principles of Marketing. 17th ed., Hoboken, Pearson Higher Education, 2018.

Taggart, Emma. “Japanese Designer Combines Traditional Kimonos With Modern Streetwear.” My Modern Met, 2018.