Ch. 15- Marketing Communications

As a new name in the fashion industry you would think Chubbies shorts would try and reach a broad spectrum of customers through marketing channels such as radio, television and billboard advertisement but through their clever strategies on social media and word of mouth sales Chubbies has spent little money on marketing and established a community of followers to communicate their product to others. As a company that is only 4 years old it does not have an established reputation in the fashion industry because Chubbies does not have a prestigious or classic reputation. Their advertisements online and on social media represent their customers more so than their actual product. This kind of favorable publicity through Chubbies wearers has been the driving force for Chubbies sales which no amount of money can buy. Chubbies has a page on their website calling for "college brand ambassadors" that target leaders on college campuses such as fraternity and sorority leaders to promote Chubbies shorts in exchange for free or discounted merchandise. This is a cheap and efficient way of marketing because it uses customers to network with perspective buyers but instead of doing so with a nameless billboard or magazine advertisement Chubbies is marketed through everyday people or people we know creating a more interpersonal approach to the product. Chubbies keeps in mind times of year that their product can be promoted the most such as sporting events, beginning of school and holidays such as Veterans day to establish a promotional period targeted towards those that are spotlighted during those holidays. Examples being the discounts offered towards active duty and veteran soldiers during holidays like Memorial Day or Veterans day to encourage buying and as a recognition for this Chubbies will often highlight active duty service members or veterans wearing Chubbies shorts and thank them for their service on a public platform. Chubbies has essentially created such a personal approach at marketing with its followers it made itself a product that almost sells itself.

Ch. 10- Product Concepts

Chubbies shorts are a newly recognized name in the mens fashion industry. Their clothing line was founded not long ago in 2011 but is becoming increasingly recognized across college campuses. Chubbies is made from fabrics and patterns designed by the founders themselves, made in a factory that also serves as the head quarters of Chubbies and distributed and shipped across the country by a small staff located in San Francisco. There are hundreds of different patterns and styles Chubbies incorporates into its products. Their shirts, shorts and t shirts all boast the flashy and colorful Chubbies designs while all have a small and subtle Chubbies logo located on the pocket. Chubbies originated as men's shorts but have started to expand making a few new shorts available for women. Chubbies follows a very simple way of dividing their lines, their four lines of shorts are simply named "The Originals, The Loungers, The Draw String Shorts and The Sport Shorts". Each of the lines contain varying styles of shorts all named things like "The Great Chillernos". Chubbies keeps its products simple and makes its names welcoming and funny ensuring the welcoming vibe and avoiding any kind of exclusiveness. Chubbies has a signature look that stands out among rival brands and keeps to its beleif that shorts should be short, well fitted and stand out against plain.

 

Ch. 17 Personal Selling

Chubbies wants to make a product that appeals to the everyday 'average joe'. In doing so they  promote their weekend mentality through the advertising done mostly in their online store and also in their one retail outlet in San Francisco. Chubbies constantly holds large sales on a lot of their merchandise because they want to spread their brand among as many people as possible. They offer 20% off military discounts, deals on last seasons styles and promotional sales for newer products. Chubbies new shorts constantly sell out and an issue Chubbies has come across with its popularity is the resale of their product at a higher price through individuals on sites like amazon or ebay. Chubbies concern is not the profit loss but their actual customers who genuinely want  shorts but new shorts are bought in masses for resale. Unlike many luxury brands Chubbies does not want to be exclusive or seen as high end and out of reach. Chubbies likes to establish almost personal relationships with its customers and offers loyal customers free (yet random) gifts and feature them in their website. Chubbies wants to encourage its customers to contact them and provide as much feed back, concerns and complaints that Chubbies personally tends to and addresses through their news letters and emails. Cubbies has overall established a successful personal sale of not only their brand with their customers but their idea of a 'weekender' lifestyle.