Written Assignment 1

Written Assignment 1
Layla Collection
Business School, University of the People
BUS5112: Marketing Management
Dr. Akash Mathapati
Nov.17.2021
Abstract
Layla Collection is a Kuwaiti lingerie and clothing retailer that became known in the last 10
years for its differentiated designs for women mainly but also for children and men. The paper
focuses on the company's various advertising and marketing strategies, which include 4 P's
(Product, Place, Promotion, and Price). By 2011, Layla Collection market share began to
increase due to many factors that would be explained later in the paper. The brand salient
growth is worth studying especially for a local brand that competes with giant international
ones.
Layla Collection
Brand Background: In 2011 Layla Lingerie started business in a 480m squared store located
in a remote and traditional area in Kuwait. In 2015 Layla Lingerie was renovated to be Layla
Collection: a multi-brand retail showroom, carrying exclusive rights from nine Turkish brands.
Targeted Market: middle to high-class teenagers craving the latest trends, working women
and moms searching for everyday durable wear, to older women appreciating comfortable
100% cotton home wear.
Marketing Mediums and Tactics used: The real secret to Layla Collection’s success is the
smart marketing strategy that focuses on a combination of tactics that comes from a deep
understanding of the local culture, consumer behavior, and market trends.
1. Website, SEO, and Email Advertising: Layla Collection maximizes ROI (Return of
Investment) through the processes that improve its website presence and improve its ranking
on google. Also, they keep their email subscribers in the loop by sending sneak peeks at new
collections and early access to limited-time offers. Subscribers also receive exclusive coupon
codes that aren’t advertised anywhere else, making it all the more enticing to sign up for their
email list. By offering these incentives, customers are more likely to register, and the company
thus makes more sales.
2. Social Media: Layla Collection is ubiquitous on the social media channels; especially the
most-used channel in the city Instagram, which generate a lot of attention and furthers the brand
reach. Instead of posting boring promotional content, Layla Collection uses the appeal of its
visual aesthetics to create entertaining, compelling, and informative content.
3. Coupons: Layla Collection is a bit expensive compared to any local brand, and that's why
the company regularly shares coupons with their regular customers. Not only does it draw
people into the store, but it creates a guaranteed shopping cycle.

4. Mobile Marketing: Layla Collection has mobile apps for Android IOS. Digitally enabled
catalogs are especially effective in converting leads into paying customers. Furthermore, there
is a chat feature that allows customers to get in touch with customer support.
5. Semi-Annual Sale: Layla Collection hosts a massive clearance on their out-of-season
merchandise, twice a year.
Market Strategy: Layla Collection used the marketing mix to enhance its, so far, local brand.
1. Product: Layla Collection product lines include women Underwear line, Lingerie & Bridal,
Sleep & Lounge, Maternal, Plus Sizes in addition to girls & babies and Mens’ wear. Their
collection targets the younger lot i.e. female teen customers who are attracted to vibrant colors.
Layla Collection also includes sportswear and sleepwear for older women who appreciate
comfortable 100% cotton wear.
2. Price: Layla Collection is premium innerwear and has targeted women from high
society and urban areas, who are looking for luxurious and opulent items as its
potential customers. Therefore, it’s in fierce competition with the international brands
and the high price failed to cater to the needs of the masses.
3. Promotion: Layla Collection is involved in various celebrity endorsements,
meetups, and interviews with known faces in the local market which make it even more
popular for young girls who aspire to look like supermodels and to imitate gulf region
fashionistas.
4. Place: Layla Collection operates via its stores as well as an online website.
Conclusion: Despite the competition of leading brands, Layla Collection achieved
enormous growth in the Kuwaiti local market due to many factors. First, there was a
lack of high-end local brands that understand the local citizens' culture and consumer
behavior. Second, there was a business opportunity that comes from a trend that
started in the market at the beginning of the 21st century to support local brands. Third,
the differentiated products such as the oversized line which is ignored by other
international brands gave Layla Collection that competing advantage to make traffic
on their brick and mortar shops and website.
Value Proposition: An intimate apparel brand, passionate about providing women
with comfortable yet fashionable, high-quality home-wear products.
References
About Us. (n.d.). Retrieved from https://www.laylacollection.com/pages/about-us

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What products does Layla Collection offer?

What products does Layla Collection offer?

What marketing strategies does Layla Collection employ?

What marketing strategies does Layla Collection employ?

Written Assignment 1

Business School, University of the People

BUS5112: Marketing Management

Dr. Akash Mathapati

100% cotton home wear.

understanding of the local culture, consumer behavior, and market trends.

thus makes more sales.

visual aesthetics to create entertaining, compelling, and informative content.

people into the store, but it creates a guaranteed shopping cycle.

5. Semi-Annual Sale: Layla Collection hosts a massive clearance on their out-of-season

merchandise, twice a year.

comfortable 100% cotton wear.

3. Promotion: Layla Collection is involved in various celebrity endorsements,

Conclusion: Despite the competition of leading brands, Layla Collection achieved

on their brick and mortar shops and website.

Value Proposition: An intimate apparel brand, passionate about providing women

with comfortable yet fashionable, high-quality home-wear products.

About Us. (n.d.). Retrieved from https://www.laylacollection.com/pages/about-us

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