Fashion Communications taught me how to comprehensively analyze and gain insight into how brands convey their values and identity to consumers in the marketplace. Studying a brand’s marketing and promotional mixes helped to strengthen my understanding of how a brand’s history, overall identity, position among competitors, and various omnichannel and physical touchpoints utilized contribute to the connection between brand and customer. The Brand Analysis and Strategic Marketing Plan Project gave me experience conducting extensive research on a brand’s history and placement in the marketplace. Through consideration of these elements in addition to the brand’s current and planned merchandise assortments, I was able to create an experiential marketing plan that would appeal to the brand’s loyal target market. The strategic marketing plan for the brand includes a SWOT analysis, an Instagram post, a Snapchat story advertisement, an experiential event, a pitch to an influencer who I believe represents the brand’s identity, and a global strategic marketing plan in Paris, France. My report includes a comprehensive analysis of the LoveShackFancy brand and a proposed strategic marketing plan.