Strategic framework with five key components

¶ … Strategy

Five Point Strategy for Silver Dollar Jeans

In devising a branding strategy for Silver Dollar Jeans, the unique approaches to communicating, social networking, evaluating brands, and recommending them for teenagers must first be taken into account. Studies show that teenagers rely more on social networking applications to learn about brands vs. consumers in their 20s or 30s who have full-time jobs (Miller, 2003). In addition, teenagers are more brand-loyal and actively praise their brands online on Facebook and MySpace websites as well (Hein, 2007). In devising a branding strategy for Silver Dollar Jeans, the role of social networking beyond blogs, embracing Facebook and MySpace is essential.

The five point plan for turning Silver Dollar Jeans into a household name including the following strategic elements. First, Silver Dollar Jeans needs to align with strong brands that teenagers have positive opinions of, which is dominated by music and entertainment ((Hein, 2007). Creating an independent music label and signing emerging bands, and offering their music from the Silver Dollar Jeans website will generate traffic to the site and opt-in registrations about store openings, special promotions, and concert dates as well. The second point of the five point plan is to create an exclusive reputation for the jeans, showing celebrities wearing them while they go through their daily routines. Teenagers, specifically teenage girls are highly influenced by entertainment celebrities' choice of fashion (Grant & Stephen, 2005). Having Hannah Montana or Hillary Duff endorse them in exchange for a lifetime supply of jeans would be a small price to pay for these young celebrities' impact on sales. Third, Silver Dollar Jeans needs to also embrace the environmental concerns of teenagers and young adults by sponsoring environmental and ecological events to further underscore that the brand is in tune with the interests and concerns of teenagers as well. Fourth, Silver Dollar Jeans needs to further fuel the celebrity mystique of the jeans while underscoring corporate social responsibility by being completely open to journalists, bloggers and any other members of the media to tour their production facilities. Transparency and trust along with celebrity endorsement is critical for the brand to attain credibility. Fifth, create a comprehensive Internet strategy that includes the ability to order jeans online in several styles and also provide guidance on how to get the specific measurements correctly done. In addition, intensive use of Search Engine Optimization (SEO) and paid search is also critical as part of this comprehensive Internet strategy.