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.