Shelby Snow | Kyle Hayes | Ashley Bonner | Tanya Srivastava | Erica Doty

“Making shopping fun for everyone” since 2005

Brands La Di Da sells: Toms Shoes, Reef Flip Flops to

Judith March, Atenti, Cutting Up to

mainstream clothing lines such as FreePeople,

Scrapbook and many other apparel lines

• Target Market: La Di Da’s target market is middle class women, 18-30, who are looking for fashion within a set budget. These target consumers have an eclectic, bohemian style and like clothing with a unique Denton flare

• Value Proposition: La Di Da offers its customers a unique mix of clothing that uses Denton’s eclectic music scene as a guide. Their slogan is “where fashion is fun for everyone” they strive to offer a place where customers can have a “truly unique fashion experience.”

• Current Marketing Strategies– Traditional: Full page advertisements in College

Guide Magazine, Word of Mouth– Digital: Facebook page, Twitter page, blog, basic

website and email. • Facebook and Twitter are the main avenues used to

create and maintain a relationship with customers. – Sharing pictures, commenting on products, reviews,

promotions and new products

Deficiencies in the Current Marketing Strategy– Traditional: Advertisements in College Guide, Word of Mouth

• Not many people ever look at the College Guide, often goes straight into the trash

• The College Guide (obviously) only targets college students, so it has a narrow audience

• WOM may be a big help, but no business can rely entirely upon it to keep high store traffic

Deficiencies in the Current Marketing Strategy, cont.– Digital: Facebook, Twitter, Blog, Website

• Blog has one entry, made in 2009 – it is a good idea that has not been developed

• Website is very spartan, only contains bare-minimum location, store hours, address, and links to Twitter and Facebook– No way to browse clothes, accessories, or even the brands they

carry– Cannot make purchases online

• Facebook could be updated more often, host promotional events

Strengths• Loyal Local Consumer• Central location in the heart of Denton• Website layout is very unique and

personalized to the store.• Colorful layout• Large logo

Weaknesses• Cannot purchase items on website• Basic website • Basic information about the store.• Potential consumers are unaware of the

existence of the store

Opportunities• Create an ecommerce site instead of static

site.• Potential to expand from local target market

to a broader area of North Texas• Create buzz about new extension of the

store through grand opening promotions

Threats• Not enough buzz to attract new consumers• Other boutiques in area attracting its

customers.• Users are turned off by site and do not

attempt to visit the store.• Loss of interest/business

• First and foremost, improve their website • User friendly experience • Upgrade mobile app to go along with the website • Offer special deals for just their online business to

keep customers coming back• Seasonal specials • Build hype for their brand and products

New Digital Strategy

• Keeps the consumers interested in the website they are on; better user experience

• Personalized shopping experience • Helps company keep track of customers

activities to further strategize

Why include Digital Tools?

• Immediately upgrade website • Heavy advertising and marketing – Billboards, flyers, word-of-mouth, TV ads, flyers, online

marketing (Facebook, Twitter, etc.), etc.• Create an active online presence and

communicate with customers on social networking cites to find out what they like and dislike

Implementation plan

• These changes in the companies digital and marketing strategy will attract more customers

• Build a better relationship with the consumers – Personal and friendly

• Increase customer loyalty • New and better brand image and reputation will be

created • As sales increase, stockholders will want to invest more

Strengthening Consumer Relationships

STRENGTHS WEAKNESSES

~Great location~Latest trends~Fun fresh designs ~Shoefly- brand new edition ~Greater reach with ecommerce site (outside of Denton)~More exposure to non-student market

~Target market is too big ~Constant update to website based on fast moving inventory

OPPORTUNITES THREATS~Partner with UNT and TWU ~Sponsored women student organizations~More brick and mortar locations

~Competition of identical merchandise at local boutiques~Competition of better advertising done by local boutiques

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