ADVT7510: Managing Social Media for Marketing Campaigns Report

Gazman clothing is an Australian-owned clothing retail business. The company was founded by Garry in 1974, starting with trousers only, which until 2025 has expanded across the nation. This retail clothing brand offers a diverse range of men’s clothing, including different types of long/short sleeves shirts, linen shirts, polo shirts, knitwear, pants, jeans, jacket, shorts, sweats along with men accessories (shoe, belt, bag, underwear etc) (Gazman, n.d.a).

Gazman’s marketing communication objectives:

The company has a social media presence on Facebook and Instagram, where it markets its products. Appendix 1 shows 2 different examples, of previous social media marketing of Gazman on Instagram and Facebook, where the company uploaded images of two of its products, and added captions detailing about the quality, and properties of the product such as “half zip-knit”, “lightweight”, “Red”, “Cotton textured”, “Indigo” etc. The purpose of this imitates spreading awareness, increasing brand visibility, developing interest of audience, and describing the uniqueness of the products. However, it lacks engagement, and markets product with basic product photography and caption, focusing on sales instead of engagement (Gazman, n.d.b; Gazman, n.d.c).

Situation Analysis

A situational analysis of internal and external factors is important to conduct a SWOT analysis for the company.

Internal factors:

Gazman aims to provide a complete men attire (clothing and accessories) for contemporary, casual and business occasions, specially designed for modern men looking for a blend of elegance and comfort. Moreover, the company culture reflects timeless fashion, craft, quality, and a customer directed approach. The company has 90 retail stores dispersed all over Australia, imitating convenience and accessibility. The website offers styling guide/catalogue for men, a free shipping policy for orders above $100, offers, gifts and sales on all items.

External factors:

The company targets early adulthood (17-25) and middle aged men (25-50) who look for classic, timeless and comfortable clothing for business, casual and daily wear purpose. The company has digital presence on social media platforms (Instagram and Facebook) and also markets through its website. The competitions include Rodd & Gunn, Aquila, Calibre, Barney Cools etc. Moreover, the trend for online shopping in clothing retail in Australia has been increased from 17.3% to 17.8% since past 5 years (ABS, 2025).

SWOT Analysis:

The SWOT analysis mentioned in Appendix B, imitates that the nation-wide expansion, (having 90 retail stores) is a strength for Gazman, as it increases accessibility and convenience. Moreover, this also shows that Gazman has a huge loyal customer base, which has profited the company and aided in nation-wide expansion. The high quality, diverse products and fashion guidance makes it a strong brand in Australia. However, the weaknesses identified includes lack of social media presence on different platforms like TikTok, Pinterest etc. Gazman also lacks running fashion campaigns which is a strong way of engaging customers with the brand (Sailer et al., 2022).

The SWOT analysis also identified opportunities such as social media engagement through posting, collaboration and influencer marketing, which is the latest trend of digital marketing for product promotion (Pinto & Paramita, 2021). Moreover, the identified threats include high competition, changing patterns of consumer spending and buying behaviour, high saturation of market due to increasing number of men wear brands and economic fluctuation impacting consumer behaviour (Gafurdjan, 2024).

Campaign Objectives

Specific: Increase customer engagement and online sales through social media platforms of Gazman

Measurable: Increase engagement at least by 40% and boost sales by 20% within 3 months.

Actionable: Collaborate with influencers for promotion and run online advertisements on Instagram and Facebook

Relevant: This objective aligns with marketing and sales of Gazman’s product through social media platforms

Time Bound: This goal will be achieved within 3 months

This objective focuses on influencer promotion and Facebook and Instagram advertisement strategy, as social media influencer marketing positively impacts buying intention of consumers and increases the chances of product sales. Moreover, social media advertisement strategy has also shown positive influence on customer engagement (Li & Peng, 2021; Yousef et al., 2021).

Target Audience Profile

Identification of the targeted audience:

The company focuses on early adulthood (17-25) and middle aged men (25-50) all over Australia who look for classic, fashionable and comfortable outfits and accessories to attend casual events, business meetings etc. the customers shop online as well as in stores.

Key consumer insights:

According to IAB Australia (2024) Australian people prefer online shopping over in-store shopping due to convenience. On an average, customers spent 6.6 hours visiting retail websites in June 2024, it has also been found that around 72% male buy retail products (non-grocery) online every month. Among the non-grocery retail items, the top 3 shopped products are clothing, fashion and shoes. Men aged between 18 to 49 are among the top online shoppers of non-grocery retail products. 70% of clothing products are bought by online shoppers in Australia.

Target audience profile:

The campaign will target millennials (born between 1977-1996) who are 29-50 years old. Studies have shown that middle aged men (millennials) tend to spend more of their money on fashion and apparel products, as they are concerned about their body image and dressing. Moreover, people of this age are usually working (employees or employers), which is why they also need business formals (Sung & Yan, 2020). Moreover, according to a statistical analysis, it has been found that males aged between 29 to 49 constitutes a major area of employment/business (ABS, 2022). According to a study, it has been found that millennials are more fashion conscious than older generation and prefer a combination of classy outfits which offers comfort and high quality at the same time. Therefore, millennials in Australia are the target audience for this campaign (Diedericks et al., 2024).

References:

Diedericks, L., Erasmus, A. C., & Donoghue, S. (2024). All we crave is pleasure! The motivation behind millennial men's clothing store choices when purchasing semi‐formal/smart workwear for themselves. Journal of Consumer Behaviour, 23(4), 1871-1888. https://doi.org/10.1002/cb.2306

Sung, J., & Yan, R. N. (2020). Predicting clothing behaviors of Generation Y men through self-esteem and body dissatisfaction. Fashion and Textiles, 7, 1-14. https://doi.org/10.1186/s40691‑019‑0200‑6

Gafurdjan, Z. (2024). Inflation and its effects on consumer behavior and economic policies. Qo ‘Qon Universiteti Xabarnomasi, 10, 3-6. https://doi.org/10.54613/ku.v10i10.895

Sailer, A., Wilfing, H., & Straus, E. (2022). Greenwashing and bluewashing in black Friday-related sustainable fashion marketing on Instagram. Sustainability, 14(3), 1494. https://doi.org/10.3390/su14031494

Pinto, P. A., & Paramita, E. L. (2021). Social media influencer and brand loyalty on generation Z: the mediating effect of purchase intention. Diponegoro International Journal of Business, 4(2), 105-115. https://doi.org/10.14710/dijb.4.2.2021.105-115

Yousef, M., Dietrich, T., & Rundle-Thiele, S. (2021). Social advertising effectiveness in driving action: a study of positive, negative and coactive appeals on social media. International journal of environmental research and public health, 18(11), 5954. Doi:10.3390/ijerph18115954

Li, Y., & Peng, Y. (2021). Influencer marketing: purchase intention and its antecedents. Marketing Intelligence & Planning, 39(7), 960-978. https://doi.org/10.1108/MIP-04-2021-0104

Gazman. (n.d.c). Gazman clothing’s post. [Facebook page]. Facebook. Retrieved March, 14, 2025, from https://www.facebook.com/100064794873715/posts/1059855016184318/?mibextid=rS40aB7S9Ucbxw6v

Gazman [Gazmanclothing]. (n.d.b). Versatile, timeless, and effortlessly stylish. The half-zip knit-your go-to layer for any occasion. [Photograph]. Instagram. https://www.instagram.com/p/DHK8ypkJGBx/?igsh=ZjFjdGRqOHMybnNi

Gazman. (n.d.a). Men’s everyday clothing essentials. https://www.gazman.com.au/collections/everyday-essentials

Australian Bureau of Statistics (ABS). (November 30, 2022). Employment in the 2021 census. Australian government. https://www.abs.gov.au/articles/employment-2021-census

IAB Australia. (2024, August 13). Ecommerce report 2024. Australian Government. https://iabaustralia.com.au/resource/ecommerce-report-2024/

Australian Bureau of Statistics (ABS). (2025, January). Retail trade, Australia. https://www.abs.gov.au/statistics/industry/retail-and-wholesale-trade/retail-trade-australia/latest-release#analysis-by-industry