Pearl Academy Portfolio 2016

Karanpreet Singh

EMAIL CALL

DEVELOPMENT OF AN INTEGRATED MARKETING COMMUNICATION PLAN FOR LAUNCHING AND ESTABLISHING A STREETWEAR BRAND IN INDIA

THERE IS NO GUIDE OR UNIFORM CODE TO CLOTHING THAT MAKES STREETWEAR WHAT IT IS. YET THERE IS AN UNSPOKEN UNDERSTANDING BETWEEN THOSE WHO WEAR AND ARE INVOLVED IN THIS CULTURE ABOUT WHAT IT IS AND WHAT IT IS NOT. STREETWEAR REPRESENTS A LIFESTYLE THAT WAS BRED DUE TO THE CONSTANT ALIENATION AND FRUSTRATION FELT BY INNER CITY KIDS ACROSS THE COMMUNITIES INFLUENCED BY SKATEBOARDING, PUNK, HARDCORE, REGGAE, HIP-HOP, RAP, AN EMERGING CLUB CULTURE, GRAFFITI, TRAVEL AND ART SCENE IN DOWNTOWN CITY CENTRE AREAS. This study focuses on the kind of prevalent marketing practices needed in communicating and establishing a STREETWEAR brand’s presence in India.

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