Marketing strategy and customer response of HERSTORY: designers wear by Aarong

Abstract

Aarong one of the largest retail chain of Bangladesh is constantly developing it’s brand value and trying to take it to a new height. Following this restless effort, HERSTORY was launched on 13th May, 2017 which was revealed as designer wear under the tag of Aarong. Although it’s not a separate brand but it has its own identity apart from Aarong. The main goal of this report is to find out whether Aarong is following the existing strategies to represent this new exclusive wear or they are doing something out of the box. This report will also help us to learn how to create a brand image from the very beginning and how to maintain it throughout the journey. As we go inside the report, we will find how Aarong started its journey back in 1978. How they overcome all the difficulties and a brief about their production flow. Since our main goal was to analyse the marketing strategy therefore we will be analysing more about their marketing department and discuss about their activities and department structure. This report will also help us to know about my attachment with the marketing department as an intern along with my learning and benefits. After proper analysis of the marketing strategies we will try to reach to a conclusion followed by recommendations.