Empresa Vinssoli Corporation S.A.S

Abstract

This paper deals with the design of a medium-term structural plan for the Vinssoli brand, being a fashion house rooted in art and craftsmanship that markets and designs clothing and accessories for men and women, under a business model of online sales for the first year and online and face-to-face sales thereafter. The result is a value proposition that, based on the internal and external analysis of the company, will result in the expansion of the market in which it currently finds itself, through digital channels as a marketing tool. To carry it out, a research was made of the fashion and footwear sector in Colombia, consumer habits and potential customer behavior for the brand. Within the structural plan, a financial, legal, commercial and marketing model is developed for the implementation of a strategic proposal for the development of a model of brand positioning and market penetration. Among the main findings is the interest of people to feel identified and/or comfortable with the service and the value of the brand, so creating a connection with consumers through advice, service and the essence of the brand, will generate greater memory and loyalty in both digital and face-to-face channels.