Portfolio 1
Rat & Boa Clothing Company: Portfolio
Student Name:
Student Number:
Module Name:
Module Code:
Institution:
Instructor:
Date:
Portfolio 2
Table of Contents
Introduction ................................................................................................................................ 3
Brand Analysis ........................................................................................................................... 5
SWOT (Strengths, Weaknesses, Opportunities, and Threats) ............................................... 5
Strengths ............................................................................................................................. 5
Weaknesses ......................................................................................................................... 6
Opportunities ...................................................................................................................... 6
Threats ................................................................................................................................ 7
Marketing Recommendations for Creating Organisational Value in Rat & Boa Company ...... 7
Creating Strategic Advertising Plan ....................................................................................... 7
Leveraging Social Media .................................................................................................... 8
Investing in Retargeting...................................................................................................... 8
Optimise Search Engine Marketing (SEM) ........................................................................ 9
Marketing Research................................................................................................................ 9
Human Resource Management (HRM) Recommendations for Creating Organisational Value
in Rat & Boa Company ............................................................................................................ 10
Developing Comprehensive Employee Recruitment and Development Strategy ............... 10
Equal Opportunity Policies ............................................................................................... 11
Unbiased Hiring Policies .................................................................................................. 11
Implementing Training and Education Policies ............................................................... 11
Prioritise Employee Engagement and Participation ............................................................. 12
Provide Professional Development Opportunities ........................................................... 12
Encouraging Open Communication ................................................................................. 12
Fostering Team Building .................................................................................................. 13
Constraints and Limitations for Rat & Boa Company ............................................................. 13
Time Constraints .................................................................................................................. 13
Financial and other Resources Constraints .......................................................................... 14
Conclusion ............................................................................................................................... 14
References ................................................................................................................................ 15
Portfolio 3
Rat & Boa Clothing Company: Portfolio
Introduction
Rat & Boa is an international clothing brand for women founded in 2015 by Stephanie
Cara Bennett and Valentina Muntoni (Rat & Boa, 2021). The co-founders met in 2008 while
studying fashion degrees at the University of Manchester (Rat & Boa, 2021). They quit their
jobs and decided to pursue their wish of owning a fashion company. The “Rat & Boa” name
represents the diverse elements of the company brand and the varying personalities and
qualities that both co-founders bring. The company brand significantly attained larger market
exposure in 2016 during the Coachella festival after Kendal Jenner was spotted wearing Rat
& Boa’s designed pair of shorts (Matches Fashion, 2022). Since then, it became common for
Rat & Boa’s items to be spotted being won by high-profile celebrities such as Alice Della,
Olivia Culpo, Kylie Jenner, etc. (Carter, 2020). In 2019, the company announced that it
would launch a series of pop-up shops across the UK for easy access by their customers.
Rat & Boa is headquartered in Newcastle, the United Kingdom (UK) (Rat & Boa,
2021). The company operates luxury retail shops in online and in-store retailers across the
United Kingdom. Rat & Boa is a fashion lifestyle brand that offers directional, contemporary
apparel and accessories for women. The company’s collection includes tops, dresses,
outerwear, bottoms, knitwear, jumpsuits, swimwear, and denim, and accessories such as
jewellery, bags, and sunglasses. The company also retails a wide range of loungewear and
activewear (Rat & Boa, 2021). Rat & Boa brand has attained nearly cult status due to an
increasing number of loyal customers, especially celebrities discovering their favourite and
unique clothing via social media pages of the company. The company has been utilising
social media platforms to reach its target customers, with Valentina Muntoni modeling most
company products (Carter, 2020). Since its inception, Rat & Boa Company has been
organically growing through social media, where the marketing team communicates and
engages with customers directly and personally (Carter, 2020). The company has utilised
social media as a public relations tool to determine the popularity of its products, ensuring
that they order products that meet customer demand. Direct and personalised communication
with customers worldwide has allowed the company to develop deep customer loyalty.
The company's unique products, which are sensual, bold, sexy, fun, and feminine with
a magic touch that brings the best to consumers, have been its competitive advantage in the
fashion industry. Rat & Boa Company's key customers are every woman who is independent
Portfolio 4
and strong and wants to have fun with their personality and soul (Matches Fashion, 2022).
Therefore, the target market is large and presents a potential for growth as being fashionable
is becoming a lifestyle worldwide. This is due to the presence of social media, where every
lady wants to be seen as fashionable, strong, and indecent (Matches Fashion, 2022).
Therefore, Rat & Boa presents products that help unique products that help women present
themselves in their unique way. Also, the company ensures its products are crafted in luxe
fabrics and sold at attainable prices to all customers (Matches Fashion, 2022). Although Rat
& Boa has proven to be an outstanding brand with a greater potential to grow, the company
faces competition from other companies of similar size and potential (Business News Daily,
2019). The key competitors of Rat & Boa Company include Lazy Oaf Ltd, C&C Boutique,
Jewel Boutique, Beyond Average Ltd, Hanalei, and Emmas Wardrobe. These companies
increase competition by offering direct substitutes for Rat & Boa products (Business News
Daily, 2019). In addition to the growing brands, the existing fashion giants, such as Gucci,
Luis Vuitton, Balenciaga, etc., are competitively pressing down the growing fashion entities
such as Rat & Boa. These renowned fashion companies have a larger competitive advantage,
and they have gained the perception that wearing their products makes people more
fashionable than others (Business News Daily, 2019). Also, as the fashion industry is
growing and the market is rapidly increasing, new designers are entering the market, offering
more products to consumers at cheaper prices, significantly affecting customers’ purchases
from Rat & Boa and other existing fashion brands. There is a greater potential for growth in
the fashion industry as the data shows that in 2013 the apparel and fashion industry generated
£ 51.15 billion, while in 2022, it generated £57.78 billion. It is projected to generate more
than £65.63 billion by 2026 (Statista, 2022). Hence, Rat & Boa has the potential to increase
its revenues by gaining a larger market share.
This is an analysis report for Rat & Boa’s brand and organisational value. The report
critically considers the human resource management and marketing sectors of the company to
establish the company’s brand portfolio. The marketing issue related to Rat & Boa Company
is how it lacks the significant benefits of advertising and is drifting away from its
organisational values of innovation and sustainability. The human resource management
issues of Rat & Boa are the lack of diversity and inclusion in its workforce and employee
engagement which violates the company's organisational value of social responsibility. The
research will develop marketing and human resource management strategies that eliminate
the stated issues to enhance the organisational value.
Portfolio 5
Brand Analysis
The brand analysis evaluates the company’s brand to establish the key success
elements that contribute to brand success, failure, and also potential areas of improvement.
The Rat & Boa Company brand analysis will involve looking at the brand’s history, customer
perception, reputation, quality, marketing strategies, and product pricing (Kameneva, 2018).
By considering these elements, the report will establish the strengths and weaknesses of Rat
& Boa Brand and establish the strategies that will capitalise on strengths and eliminate the
weaknesses. The brand analysis will be conducted using SWOT (Strengths, Weaknesses,
Opportunities and Threats) analysis, enabling Rat & Boa Company to gain critical insights
into consumer behaviour and establish market targeting strategies that significantly increase
brand loyalty, brand awareness, and customer loyalty satisfaction.
SWOT (Strengths, Weaknesses, Opportunities, and Threats)
Establishing brand performance in the market is critical for fashion companies. SWT
analysis will be utilised to identify the critical focus areas determining the success or
potential of the Rat & Boa Brand.
Strengths
Rat & Boa Brand has been in the market since 2015 and has gained big milestones in
gaining market share and loyal customers. Along its growth journey, the company has
developed strengths, making it continue growing in the dynamic fashion market. One of the
strengths of the Rat & Boa Brand is that it has gained loyal customers, both high-profile
celebrities and normal customers who are not celebrities. Through its direct and close
relationship with customers through social media and e-commerce website, Rat & Boa has
gained loyal customers. Another strength is that Rat & Boa offers superior quality products
for which customers are willing to pay more (Kameneva, 2018). Also, Rat & Boa Brand also
offers a wide range of products such as tops, dresses, outerwear, bottoms, knitwear,
jumpsuits, swimwear, and denim, and accessories such as jewellery, bags, and sunglasses.
The wide variety of products allows customers to enjoy shopping for their favourite products
that suit different occasions, such as dates, partying, swimming, etc. (Kameneva, 2018).
Lastly, Rat & Boa has been innovative in its product development, offering customers an
innovative customer experience. The company develops products that meet customers’
satisfaction in the present and the future (White, 2018).
Portfolio 6
Weaknesses
Although Rat & Boa Company has developed strengths in its growing process, the
company also has areas of weaknesses that affect the brands' performance. One of the
weaknesses has been the continued controversies and criticism where Valentina Muntoni
majorly models all their products. There have been critics that the company has not been
giving local models and artists a chance to model and be influencers of their products.
Another weakness is that the brand has little global presence (Duoyan, 2021). Luxury brands
require regional or global presence to reach more people with high disposable income to
spend on luxury products. The company stores are very few and limited to only London,
making it difficult for customers to reach the stores for shopping (Duoyan, 2021). Lastly, Rat
& Boa Company suffers high competition from new entrants, existing fashion companies,
and the giant fashion industries. Surviving the highly competitive market requires a company
to have high resources that the company does not have (Duoyan, 2021).
Opportunities
There are potential opportunities that Rat & Boa Company can capitalise on to
achieve a larger market share and competitive advantage. One of the opportunities is that
there is a growing market for luxury brands where Rat & Boa Company can expand to new
markets. As indicated in the previous section, the luxury apparel market is expected to
continue growing in the next four years as increased social media influence is making people
develop a sense of fashion for luxury brands (Madsen, 2016). The digital era presents more
potential for online marketing and selling of products. Rat & Boa Company can utilise social
media and other digital marketing to advertise its products worldwide. Using influencers with
large social media following us is essential for growing brand awareness (White, 2018). Also,
Rat & Boa Company can establish strategic partnerships with retail shops to sell their
products in their stores. The brand is gaining global recognition after receiving endorsements
from celebrities like Kylie Jenner, Kendal Jenner, and others. That reputation can be used to
develop a strategic partnership with other clothing stores worldwide to increase their
customer reach (Madsen, 2016). Also, the company can collaborate with other brands to
create unique and exclusive products, which helps the brand reputation to grow globally.
Lastly, there is a greater opportunity to develop and launch new products (Madsen, 2016).
Through research and development, Rat & Boa Company can gain customer feedback,
consumer behaviour, and expectation which are essential in developing and launching new
products with higher demand.
Portfolio 7
Threats
Several challenges threaten Rat & Boa Company's growth. Economic fluctuations are
one of the threats to the company brands. During and the post-COVID-19 period has been
characterised by rising inflation and bad economic times, decreasing customer expenditure
due to job insecurities, and low wages (Veloso, 2018). Another threat is the intense
competition which is constantly growing due to new entrants and existing fashion companies.
Also, Rat & Boa Company is threatened that some of their products are not environmentally
friendly while the world is moving towards sustainable production to protect the environment
from adverse climate change effects (Veloso, 2018). The changing customer preferences and
tastes also threaten Rat & Boa Company's growth. Consumers are prone to changing from
one clothing brand to another due to external factors such as influencers and economic
situations. Lastly, counterfeiting is among the greatest challenges affecting Rat & Boa
Company, where people buy cheaper counterfeit products, severely impacting the company’s
sales (Veloso, 2018).
Marketing Recommendations for Creating Organisational Value in Rat & Boa
Company
Marketing is critical to business success and developing organisational values that
favour all stakeholders, customers, and employees. Through creating product awareness,
customers can gain information about the product and new products, increasing purchases
and customer leads and building brand loyalty. In this report, in the first section, it was
established that Rat & Boa Company lacks the significant benefits of advertising. Hence, it is
drifting away from its organisational values of innovation and sustainability. This section
develops marketing recommendations to provide superior values to stakeholders, customers,
and employees.
Creating Strategic Advertising Plan
A strategic advertising plan is an organised approach that companies use to identify
and target market segments by selecting effective media and messages and evaluating the
success of the advertisement campaign. The key benefits of advertising include growing
brand recognition and reputation, increasing product sales, enhancing customer loyalty, and
growing a company's profit margins (Quesenberry, 2020). Strategic advertising promotes
innovation by emphasising the innovative features of the company products where new
technology conveniences and old technological advancements are mentioned (Quesenberry,
2020). Sustainability is achieved by advertising campaigns that promote the importance of
Portfolio 8
the environment and how Rat & Boa Company products are produced using renewable
energy (Quesenberry, 2020). Also, collecting customer views and feedback during
advertising campaigns can significantly contribute to innovative designs which meet
customer expectations. The goal is to take online shopping experience in-store and in-store
experience online. Some of the advertising strategies which can be utilised by Rat & Boa
Company are discussed below;
Leveraging Social Media
Social media is a powerful advertising tool that enables companies to reach target
audiences in large numbers. Rat & Boa Company has been utilising social media since its
inception, but it has not fully exploited the potential that social media marketing can bring to
the company. The company has social media pages on Instagram, Facebook, Pinterest,
Twitter, YouTube, TikTok, and Snapchat. However, these channels have not been able to
create sufficient brand awareness because they are only visible to people who are interested
in the company brand. The Rat & Boa Company can use influencers to advertise their
products to enhance social media performance. Influencers’ social media accounts contain a
huge amount of followers of loyal fans who can become loyal to Rat & Boa brands
(Quesenberry, 2020). Also, budgeting for channel broadcasting on every social media
platform is essential to ensuring the posted content reaches the target audience. All content
shared on social media platforms, either in the company’s platforms or influencers’, should
contain links to company e-commerce websites (Vinerean, 2019). High-resolution images
that evoke customer feelings and emotions towards the product are critical in social media
and visual social network advertising (Vinerean, 2019). Also, all promotions like rewards and
discounts should be incorporated. The content should focus on advertising that Rat & Boa
brand is a luxury of rarity, experience, and quality (Vinerean, 2019). In addition, the content
should demonstrate the heritage and history behind every product launched by Rat & Boa
Company to create an emotional attachment of customers to the product (Vinerean, 2019).
Investing in Retargeting
The Rat & Boa Company should focus on retargeting users who have visited their
website and social media. This is a great way of ensuring new ads and product specifications
reach audiences that had previously shown interest in the company product. Businesses can
precisely target customers who have already expressed interest in their products by
retargeting (Nagaraj, 2020). This enables companies to target a certain audience with their
marketing initiatives, boosting their chances of completing higher sales. Retargeting also
Portfolio 9
enables companies to learn crucial information about customers, like the kinds of material
they find interesting, the product lines they are drawn to, and how frequently they interact
with online ads (Nagaraj, 2020). Then, these revelations can be applied to enhance and boost
marketing campaigns.
Optimise Search Engine Marketing (SEM)
An effective method for reaching potential clients is search engine marketing.
Use keyword research to choose the most effective terms for your ads and optimise them for
the possible return on investment. The website's visibility and traffic are improved (Choi and
Liu, 2019). Businesses can target particular phrases and keywords associated with their
products using SEM and improve their advertisements to reach a wider audience (Choi and
Liu, 2019). This may entail improving the website's structure and content to ensure that it
emerges in search engine results, improving ad copy to boost click-through rates, and
launching retargeting campaigns to target website visitors (Choi and Liu, 2019). Businesses
can enhance their presence in search engine results, boost website conversions and traffic and
cut expenses by optimising campaigns.
Marketing Research
Luxury brands have been growing into new market segments and market sectors
recently. A larger range of wealthy consumers has shown an escalating level of interest in
luxury fashion products. There is no denying that luxury brands must work a little harder than
other firms to advertise themselves and understand the market. To understand the essentials
of marketing and marketing, marketing research is conducted. The Rat & Boa Company
should conduct market research to collect and analyse information about customers, the
fashion industry market, and competitors to guide its decision-making on product
development, pricing, and launch (Karimjanova and Soliyeva, 2022). Through social media
tracking and monitoring and other data sources such as surveys and customer feedback, Rat
& Boa Company can collect primary data essential to determine the appropriate marketing
strategies, product launch strategies, and customer preferences after its analysis (Karimjanova
and Soliyeva, 2022). Another important aspect of marketing research is establishing the
brand's critical market segment and target audience (Aliyev et al., 2019). By compiling the
different age groups, markets, and geographies, the company can establish exactly the type of
customers it should focus on reaching in its marketing strategies (Aliyev et al., 2019).
Portfolio 10
Human Resource Management (HRM) Recommendations for Creating Organisational
Value in Rat & Boa Company
Reinforcing organisational values is crucial for human resource management (HRM).
It ensures that the company's policies, operations, and behaviour are consistent with its core
values (Shanock et al., 2019). Respect for diversity, teamwork, and communication are all
encouraged by HRM. It also enforces a code of behaviour that is consistent with the
company's fundamental principles and offers assistance to employees who want to make
moral decisions (Shanock et al., 2019). HRM ensures that workers are secure and safe in their
jobs by promoting a culture of respect, trust, and justice. This results in improved customer
service, productivity, and job satisfaction.
Additionally, HRM promotes a sense of loyalty and devotion to the company's
principles, which can increase trust, motivation, and morale (Shanock et al., 2019). The
human resource management issues of Rat & Boa are the lack of diversity and inclusion in its
workforce and employee engagement which violates the company's organisational value of
social responsibility. To close the gap between diversity in the company and increase
employee engagement in their performance and decision-making, Rat & Boa can implement
several strategies. The critical recommendation that can create organisational values in Rat &
Boa by increasing employee engagement and diversity are discussed below;
Developing Comprehensive Employee Recruitment and Development Strategy
To recruit the best individuals from a wide range of backgrounds for open positions, a
thorough recruiting strategy must be tailored to the particular requirements of a company.
The plan should cover a variety of aspects, such as finding specific talent sources, creating
job advertisements and postings, utilising current connections with colleges and other
organisations, developing targeted outreach programs, and interacting with potential
candidates via social media and other digital platforms (Cugueró-Escofet et al., 2019). A
thorough recruiting strategy should also include an evaluation and measurement approach for
the effectiveness of the recruiting efforts. Rat & Boa Company should aim at developing a
comprehensive employee recruitment and development strategy that attracts a diverse pool of
qualified job candidates. The strategy can involve actively searching for employees from
diverse backgrounds through job postings and boards targeting candidates from diverse
cultures and locations (Cugueró-Escofet et al., 2019). The recruitment strategy should include
the following;
Portfolio 11
Equal Opportunity Policies
These are policies that are designed to ensure job applicants are provided with equal
opportunities in their applications. The policies reduce employment discrimination, especially
in age, gender, religion, race, disability, geographical location, etc. (Marinakou and
Giousmpasoglou, 2019). These policies include ensuring fairness in the recruitment process
by the following merit, providing equal job posting and application access, zero-tolerance
policy for harassment and discrimination, offering equal salaries for equal work, and
developing gender-neutral job descriptions which contain no discriminatory words
(Marinakou and Giousmpasoglou, 2019).
Unbiased Hiring Policies
Recruitment and selection procedures that are free of bias, favoritism, and
discrimination are known as impartial hiring methods. They entail choosing job candidates
exclusively based on their merit and qualifications (Marinakou and Giousmpasoglou, 2019).
Rat & Boa Company should ensure that no protected class is discriminated against in their
hiring procedures. Strategies such as blind application processes and blind resumes will
ensure all candidates are considered irrespective of their backgrounds (Vetráková et al.,
2018). Also, establishing a diverse interviewers panel to reduce the chances of biased
outcomes is essential. Using a standardised job application process where candidates will
express their qualifications and experience without noting their backgrounds, race, gender, or
any other aspect may lead to discrimination (Vetráková et al., 2018).
Implementing Training and Education Policies
There are several ways to train people in diversity and inclusivity, including seminars,
workshops, lectures, and online courses (Vetráková et al., 2018). These approaches can be
modified to fit the needs of the Rat & Boa Company. They can concentrate on issues like
identifying unconscious bias and responding to it, fostering an inclusive workplace, gaining
insight into various cultures and viewpoints, and realising the value of diversity and
inclusion.
Portfolio 12
Prioritise Employee Engagement and Participation
Two crucial components of a productive work environment are employee
participation and engagement. Getting employees interested in decision-making and other
crucial activities to the organisation's success includes creating an environment where they
feel inspired and motivated (Guan and Frenkel, 2018). It fosters an atmosphere where
workers are inspired and engaged in putting in their all-out effort, collaborating, and
exchanging ideas. The success of any organisation depends on employee participation and
engagement. They contribute to the development of more effective and driven staff and raise
levels of worker satisfaction, which in turn results in improved performance, improved
results, and greater profitability (Guan and Frenkel, 2018). Also, employee engagement and
participation is a great sources of innovation and talent nurturing since employees can share
their ideas on product development and marketing strategies (Guan and Frenkel, 2018).
Although Rat & Boa Company has less than 50 employees, ensuring a high level of employee
engagement and participation can increase innovation, company productivity, performance,
and profit generation. Employee engagement and participation are achieved through the
strategies discussed below;
Provide Professional Development Opportunities
The luxury fashion industry is dynamically changing, and new apparel design and
display technologies are rapidly developing. Rat & Boa Company should ensure its
employees get the opportunities to be trained in technologies such as Virtual Stylists, 3DModelling, Pattern Making Software, etc. (Kwon and Kim, 2020). Also, sending employees
for benchmarking in other companies can motivate them to learn new techniques and
approaches which grow their experiences and expertise.
Encouraging Open Communication
Rat & Boa Company should create an enabling environment that motivates employees
to share their ideas and opinions. This is because for any business to succeed, open
communication is crucial. It promotes collaboration and mutual trust among staff members
and enables the open exchange of ideas and information (Kwon and Kim, 2020).
Additionally, it promotes an environment of openness and responsibility. Conflict resolution,
relationship development, productivity boosts, and creative stimulation can all be facilitated
through open communication (Kwon and Kim, 2020). Additionally, it aids in boosting
employee happiness, which may lead to a greater retention rate and a more uplifting
Portfolio 13
workplace. Implementing a transparent communication system in a firm can ultimately result
in more earnings and a more successful enterprise.
Fostering Team Building
Any successful firm must invest in its teams, and so is Rat & Boa Company. Team
building promotes a culture of cooperation, trust, and understanding. Each person's best
qualities are brought out through team building, which also helps to forge cohesive teams that
can function more efficiently (Kwon and Kim, 2020). The connections between team
members can be strengthened through team-building exercises, which enhance morale,
productivity, and communication (Kwon and Kim, 2020). Team building can also help lessen
conflict and make the workplace more pleasurable. Additionally, it may aid in boosting job
satisfaction and motivation. Finally, team building can foster a sense of shared responsibility
and dedication to attaining a common objective (Kwon and Kim, 2020).
Constraints and Limitations for Rat & Boa Company
The findings in this report show that Rat & Boa luxury brand is well positioned in the
retail market, and the company has a bigger potential to grow. The recommendation has been
established to help the company develop and achieve is organisational values while ensuring
quality, integrity, innovation, and sustainability for all customers, stakeholders, and
employees. However, implementing the recommendation is not easy as it may face
challenges that delay or alter its success. Below is a discussion of the key constraints and
limitations to implementing the recommended strategies at Rat & Boa Company.
Time Constraints
All the recommended strategies, both in HRM and marketing, may take longer
periods before their full benefits are realised by Rat & Boa Company. Proper execution of
advertising strategy and marketing research will require Rat & Boa Company to recruit a
specialist in these sectors. The recruitment process takes time to complete, so the
recommendations will take time to implement (Hole et al., 2018). Generally, these
recommendations are time-consuming and may not be suitable for short-term goals because
the rapid implementation may collapse the proposed system (Hole et al., 2018).
Portfolio 14
Financial and other Resources Constraints
Rat & Boa Company is a company that is worth less than GBP 5 million, and its
revenue generation is moderately low compared to other luxury fashion companies. The
minimal financial stability of the company will make it hard to implement the recommended
strategies because they require substantial financial and human resources. Advertising
strategies require sufficient finances to pay influencers, social media channel broadcasting,
and other advertising costs. On the other hand, research and development departments require
large budget allocations in most companies (Deepak and Jeyakumar, 2019). Therefore, even
Rat & Boa Company will require a large amount of money to conduct marketing research
that can significantly impact the company’s performance. Employee retention rates have
always encouraged companies to avoid the high costs incurred in recruitment processes
(Chen et al., 2019). Since Rat & Boa Company will require to recruit specialists to increase
diversity and inclusion, the recruitment costs and employee training costs will be high and, in
turn, will impact the company’s financial status.
Although the implementation of the recommendations is limited due to financial and
time constraints, HRM and Marketing departments can work together to ensure the company
reduces the time and financial resources used. Through collaboration, the HRM can hire the
required personnel and offer all the necessary training, which the marketing department can
utilise the employees to research and advertise. The HRM and marketing departments can
work on establishing job descriptions and training programs to ensure employees are
equipped with the required skills.
Conclusion
Rat & Boa Company has great potential to grow and achieve a larger market share
and competitive advantage in the growing market for luxury fashion. Opportunities, such as
e-commerce and social media marketing, allow the company to reach a wider range of
customers globally. Although the competition is high, the company can withstand the
competition with proper advertising strategy and marketing research fuelled by high
employee engagement and participation and strategic recruitment of employees. With time
and financial constraints significantly impacting, the HRM and marketing departments can
work together and harmoniously to reduce the resource spent by Rat & Boa Company.
Portfolio 15
References
Aliyev, F., Urkmez, T. and Wagner, R., 2019. A comprehensive look at luxury brand
marketing research from 2000 to 2016: a bibliometric study and content
analysis. Management Review Quarterly, 69(3), pp.233-264.
https://link.springer.com/article/10.1007/s11301-018-00152-3
Business News Daily. 2019. Five forces analysis of the fashion retail industry. PESTLE
Analysis. https://pestleanalysis.com/five-forces-analysis-of-fashion-retail-industry/
Carter, F. 2020. Bohème Fashion Brand Rat & Boa Crafts Beach-Worthy Dresses From
Satin And Silk. Forbes. https://www.forbes.com/sites/felicitycarter/2020/08/09/forbohme-flirty-dresses-shop-the-fashion-brand-rat--boa/?sh=4c7ce88659ab
Chen, K., Lin, J. and Song, Y., 2019. Trading strategy optimization for a prosumer in the
continuous double auction-based peer-to-peer market: A prediction-integration
model. Applied energy, 242, pp.1121-1133.
https://www.sciencedirect.com/science/article/pii/S0306261919305045
Choi, T.M. and Liu, N., 2019. Optimal advertisement budget allocation and coordination in
luxury fashion supply chains with multiple brand-tier products. Transportation
Research Part E: Logistics and Transportation Review, 130, pp.95-107.
https://www.sciencedirect.com/science/article/pii/S1366554519308105
Cugueró-Escofet, N., Ficapal-Cusí, P. and Torrent-Sellens, J., 2019. Sustainable human
resource management: How to create a knowledge sharing behavior through
organizational justice, organizational support, satisfaction and
commitment. Sustainability, 11(19), p.5419. https://www.mdpi.com/544622
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
https://books.google.com/books?hl=en&lr=&id=_DmvDwAAQBAJ&oi=fnd&pg=PA
1&dq=Time+and+financial+issues+affecting+marketing&ots=u47WhhelYl&sig=mM
Tv5M0cBsfFv2JSpY15u6IsI7Y
Duoyan, H. 2021. Research on ZARA Strategy from the Perspective of SWOT Analysis
Method. In 2021 6th International Conference on Social Sciences and Economic
Development (ICSSED 2021) (pp. 201-205). Atlantis Press. https://www.atlantispress.com/proceedings/icssed-21/125955039
Portfolio 16
Guan, X. and Frenkel, S., 2018. How HR practice, work engagement and job crafting
influence employee performance. Chinese Management Studies.
https://www.emerald.com/insight/content/doi/10.1108/CMS-11-2017-0328/full/html
Hole, Y., Pawar, S. and Bhaskar, M.P., 2018. Service marketing and quality
strategies. Periodicals of Engineering and Natural Sciences (PEN), 6(1), pp.182-196.
http://pen.ius.edu.ba/index.php/pen/article/view/291
Hussain, S.T., Lei, S., Akram, T., Haider, M.J., Hussain, S.H. and Ali, M., 2018. Kurt
Lewin's change model: A critical review of the role of leadership and employee
involvement in organizational change. Journal of Innovation & Knowledge, 3(3),
pp.123-127. https://www.sciencedirect.com/science/article/pii/S2444569X16300087
Kameneva, M. I. 2018. STRATEGY DEVELOPMENT FOR A FASHION COMPANY
BASED ON SWOT-ANALYSIS. In Неделя молодежной науки (pp. 81-85).
https://elibrary.ru/item.asp?id=36962981
Karimjanova, R.M. and Soliyeva, G.A., 2022. The Role and Importance of Marketing
Research in the Modernization of the Economy of the Republic. European journal of
innovation in nonformal education, 2(1), pp.220-224.
http://inovatus.es/index.php/ejine/article/view/212
Kwon, K. and Kim, T., 2020. An integrative literature review of employee engagement and
innovative behavior: Revisiting the JD-R model. Human Resource Management
Review, 30(2), p.100704.
https://www.sciencedirect.com/science/article/pii/S1053482218305278
Madsen, D. Ø. 2016. SWOT analysis: a management fashion perspective. International
Journal of Business Research, 16(1), 39-56.
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2615722
Marinakou, E. and Giousmpasoglou, C., 2019. Talent management and retention strategies in
luxury hotels: evidence from four countries. International Journal of Contemporary
Hospitality Management.
https://www.emerald.com/insight/content/doi/10.1108/IJCHM-10-20180862/full/html
Matches Fashion. 2022. THE INNOVATORS RAT & BOA. The co-founders of the cult label
and the first of our new wave of Innovators, discuss celebrity followings, authenticity
Portfolio 17
and the power of Instagram.
matchesfashion.com/. https://www.matchesfashion.com/womens/the-stylereport/2019/06/the-warm-weather-style-issue/the-innovators-rat-and-boa-aw19
Nagaraj, S., 2020. Customer Engagement by Fashion Brands: An Effective Marketing
Strategy. In Circular Economy and Re-Commerce in the Fashion Industry (pp. 161175). IGI Global.
Quesenberry, K.A., 2020. Social media strategy: Marketing, advertising, and public
relations in the consumer revolution. Rowman & Littlefield Publishers.
https://books.google.com/books?hl=en&lr=&id=QWTyDwAAQBAJ&oi=fnd&pg=P
R3&dq=Effective+Strategic+Advertising+Plan&ots=BttfPiEHvO&sig=K6i2nAqMoj
4JvAJHLLSoy_COwO0
Rat & Boa. 2021. Dresses. Rat & Boa | For the bold and spirited; designed by women for
women. https://www.ratandboa.com/collections/dresses
Shanock, L.R., Eisenberger, R., Heggestad, E.D., Malone, G., Clark, L., Dunn, A.M.,
Kirkland, J. and Woznyj, H., 2019. Treating employees well: The value of
organizational support theory in human resource management. The PsychologistManager Journal, 22(3-4), p.168. https://psycnet.apa.org/record/2019-42433-001
Statista. 2022. UK apparel market revenue 20132026. https://www.statista.com/forecasts/1156059/apparel-market-revenue-in-theunited-kingdom
Veloso, M. T. D. R. 2018. Business plan for a premium fashion brand: case
Burama (Doctoral dissertation). https://repositorio.ucp.pt/handle/10400.14/26230
Vetráková, M., Hitka, M., Potkány, M., Lorincová, S. and Smerek, L., 2018. Corporate
sustainability in the process of employee recruitment through social networks in
conditions of Slovak small and medium enterprises. Sustainability, 10(5), p.1670.
https://www.mdpi.com/296460
Vinerean, S., 2019. Social media marketing efforts of luxury brands on Instagram.
http://zbw.eu/econis-archiv/bitstream/11159/4597/1/1698658796.pdf
White, L. 2018. Brand identity and web atmospherics in luxury fashion brand website
design. https://liamwhite.me/assets/lw_dissertation.pdf