D. O. T. T. I

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Dotti is a fast fashion women's brand, originated from Australia, Sydney, and was acquired by the Just Group chain. The brand was founded in 1981 by Linda Bowen and Raymond Levis and was obtained by the Just Group in 2004. The company offers a range of women's fashion apparel from casual, basic, formal, and party attires; including accessories from phone cases, jewelry, sunglasses, shoes, belts, hair accessories, and socks. The annual report for Dotti shows the sales growth of 8.2% and the overall amount of 57.5 million AUD in 2020. Dotti is known to be a strong competitor in the fast fashion market in both Australia in New Zealand and is known to establish promising growth for its future profits. 



The new campaign focuses on three main objectives; to increase brand awareness, develop lead generation, and better the online experience on customer conversion, as we strongly believe Dotti has the ability to reach higher consumer engagement on their online platforms and increase their brand awareness. 

To attain these objectives, a recommended plan would be to develop brand awareness by showing ethical transparency through our annual report data regarding Dotti's ethical views. Increasing leads by advertising more representation of people of color, their digital platforms, with written clarity as to where the item was sourced from. The last objective this campaign will achieve is customer conversion, we will aim to create video content that focuses on the makers of these garments and their stories which will be the main essence of the Behind The Scenes campaign.





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