Likewise, the brand executes a very assertive marketing plan, which has allowed it to foster a loyal community through its culture. In addition, it helps it to rwanda business email list/ defend its values in fashion and to continuously innovate. For fashion brands in Spain, it is necessary to know Telfar's marketing strategy, and in this article we will be covering the most notable points.
Who is Telfar's target audience?
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Before we dive into their marketing strategy, let’s determine who Telfar’s target audience is . It’s important to note that while the brand champions gender freedom and caters to a unisex audience, it can be said that this luxury brand has focused on marketing handbags for black women. In fact, those women who have felt excluded by other luxury fashion brands feel that Telfar actively acknowledges them by offering products that demonstrate their principle of inclusivity and not a trend.
In this sense, the brand has made it known that, although it remains within a luxury segmentation, its principle is not scarcity, since its purpose is to make products that are easy to obtain. For this reason, it offers its public a 24-hour security program. This guarantees that customers can acquire the bag of their preference by placing an advance order.
How does Telfar's marketing strategy develop?
Telfar, more than a fashion brand, has become a movement that encourages individuality. Likewise, unlike other brands in Spain, it is a powerful voice of social conscience, so its marketing strategy promotes inclusion, exclusivity and other key points that we will mention below:
Accessibility and inclusion.
Accessibility and inclusivity are central to Telfar’s marketing plan . This can be seen reflected in the brand’s website, which is intentionally designed with ease of use for consumers alike. Likewise, through its social media channels, such as Instagram, it can be seen fostering a sense of community and showcasing the diversity and richness of Black life.
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To strengthen its accessibility and inclusion, Telfar:
Telfar challenges the exclusivity associated with luxury fashion: Through its unisex handbag collections, it redefines luxury as a right that everyone should have. In this way, the price of its handbags breaks down the traditional barriers of unattainable luxury , allowing everyone to immerse themselves in the world of Telfar.
Their fashion brand represents inclusivity: Telfar’s double T logo, more than a fashion brand, represents inclusivity and redefines the concept of luxury. So, it is an approach that aims to foster a sense of belonging and self-expression in each of the bags it offers.
Cultural responsibility.
The next time you see a Telfar bag, remember that they reflect the brand’s cultural responsibility and tell a genderless and transformative story imagined by its founder. Telfar’s cultural responsibility is intensified through these key elements:
Collective identity: Telfar bags are made from vegan leather and are characterised by their colourful designs. They are also created for each body and to be part of each story. For this reason, they can be used by a woman who is dedicated to studying and working, as well as by a celebrity who appears on the red carpet.
Going beyond aesthetics: Through its Instagram platform, Telfar showcases models and real people who can express their style. The brand also has initiatives such as “Telfar TV,” which functions as an app where people can receive prizes and rewards in exchange for uploading engaging videos, thereby turning its audience into the brand’s storytellers.
Exclusive items.
Fads are no exception for Telfar, as demonstrated by the creation of its shopping bags featuring the eye-catching “TC” logo. More than just an accessory, they are an icon of culture, as each bag can be seen as a blank canvas on which a badge of belonging can be displayed.
The Telfar shopping bag's adaptability has been made convenient, and it is available in three sizes and a variety of colors, from pastels to black, to suit the consumer's lifestyle. Likewise, thanks to its elegant style, secure closure, removable straps and its large number of compartments, this item becomes the best companion for going to work or for enjoying a walk during the weekend.
