One thing I really enjoy being in this country is a change of season. Compare to my home country, Thailand, we are pretty much living in summer a whole year round. Although I get fed up with this typical British weather sometimes, it seems not to be matter at all when autumn arrives.
It is a magic of autumn shade I would say. When everything starting to turn into red, orange and yellow, it feels as if you’re living in a new town. Same old boring sceneries become more attractive and riding bus along the street to the University is never boring as it was before.
Now not only just leaves and nature changing that starting to get so autumnally, but everything in town and I mean EVERYTHING is so AUTUMNALLY! New autumn collections starting to display on the mannequins in every clothing shops. New moody-hue tones of lipsticks are hitting the shelves. Various candle scents are ready to be burnt out. And all of sudden, ‘pumpkins’ seems to be a major ingredient in every food and drinks!
I am a bit jealous of how consumers are treated here as they can get a chance to enjoy variety of seasonal products during a year, not to mention all those related holidays/events such as Halloween, Christmas, Easter etc. And I bet it is fun for marketers as well, this is actually a big opportunity to add more ‘value’ to their products.
There are several benefits for doing seasonal marketing. Let’s start with it is a perfect reason for customers to buy things they don’t usually buy. It could convinces them to buy more and creates this emotional buying pattern during each season every years. Additionally, seasonal marketing could also galvanise customers to urgently buy products because things will be all gone when the season ends. And plus, marketers don’t have to bother finding a theme for their action plan cause season is already a good one (Marketingsavant, 2012).
Consider this topic in marketers aspect, it is quite interesting how global brands manage their supply chain to serve all needs for each continent or, more specifically, each country. It should be a pain in the rear for clothing brands I suppose. Because while British are getting cozy with their new fluffy scarf, Thais are still rocking our short jeans on the beach. Zara and H&M are a good example for this case, they have their own significant business models that could deliver the products to customers on time (right season) and ,most importantly, on trend. Supply chain management is the key success as well as a great IT system.
Now that we have come to an end of this blog, I don’t want you all to completely lose attention to Zara and H&M because ‘seasonal marketing’ is what brings us here. So before the new season comes, tell me what is your seasonal marketing in your country like? And how do you feel about it? If you are Thai, why not share your favourite marketing programs launched in our country so far?
Ps. Hurry up go grab your favourite Halloween costume before the good ones are all gone! I have warned you! xx