Sample Marketing Case study: Setting a digital marketing Strategy for a startup on sustainable fashion

Case study: Setting a digital marketing Strategy for a startup “click” on sustainable fashion.

Sustainable Fashion wiki definition.

Sustainable fashion is a movement and process of fostering change to fashion products and the fashion system towards greater ecological integrity and social justice. Sustainable fashion concerns more than addressing fashion textiles or products. It comprises addressing the whole system of fashion. This means dealing with interdependent social, cultural, ecological and financial systems.[1] It also means considering fashion from the perspective of many stakeholders – users and producers, all living species, contemporary and future dwellers on earth. Sustainable fashion therefore belongs to, and is the responsibility of, citizens, public sector and private sector. A key example of the need for systems thinking in fashion is that the benefits of product-level initiatives, such as replacing one fiber type for a less environmentally harmful option, is eaten up by increasing volumes of fashion products. An adjacent term to sustainable fashion is eco fashion.”


Models of excellence. Observe these two sites in sustainable fashion.  

Both companies are startups in Vietnam, with global prospective and manage to make a brand in sustainable fashion.



Case description

“Asian Comfort” is a newly established startup based in Singapore with investment capital of $1.000.000. The company allocates $350.000 in three years’ time, to create the brand in sustainable fashion as purely click company, using as a model of excellence the metiseco and kilomet109 examples. Being a niche in fashion the company plans to expand globally. Not having any physical stores the company targets to its nice very carefully. The initial niche is man and woman between 30 – 60, well-educated with interests in wellbeing, healthy life, eco conscious and additional interests in nature, global earth warming, ethnic products, natural products, yoga and travelling. This niche can be expanded in due course.

The digital marketing has three stages

Year 1. Brand awareness and recognition

Year 2. Increased visibility for site and mobile app visitors

Year 3. Increase conversions, and revenues.

  1. Create a three-year digital marketing plan, illustrating in detail for year. (15 marks)
  2. For each one of the marketing channels (search engines, advertising networks, affiliates and social media) create a set of indicators that will use in Google Analytics to analyze the performance of your marketing plan.
  3. Target your number of visitors for Year 1, 2 and 3 using the funnel technique

Year 1.

Yearly budget by marketing channel. SEO, SEM, ADS, Affiliates, Email, Social Media

Expected results from each one of the channel above.

  1. SEO

Specific actions:

Keywords High, middle, tail:

Indicators for each keyword

Expected results / Cost.

  1. SEM

Specific actions, examples of your ads

Expected results/ Cost.


  1. Type of campaign, Examples of ads

Expected results. Cost.


Types and examples of affiliates.

Expected results. Cost.

  1. Email

Types of emails, examples and targets.

Expected results. Cost.

  1. Social media. Types of social media.

Examples of posts.

Expected Results. Cost.

  1. Summary statement: Defend your Year 1 digital marketing plan “Asian Comfort”

Repeat year 2 and Year 3. Of course nothing must be repeated because each year has a different marketing goal.