Graduate Capstone: M.P.S. Fashion Marketing

For my Graduate Capstone project, I conducted a brand analysis for retailer Bellasposa Bridal which I used to inform the development of a new marketing strategy to increase market positioning and digital marketing performance, specifically targeting their emerging Gen-Z audience.

The research process included SWOT and PESTLE Analysis, Positioning Map, and a STP Model. The overall marketing strategy is reflective of this market research and Bellasposa’s target customer. The proposed strategies are designed to increase Bellasposa’s market penetration, brand awareness, and conversion rates.