On March 14, 2011, the LMFF launched 'Fashion Full Stop: Decades of Australian Fashion', an event that celebrated designers, along with many labels and styles that have shaped Australia's history in fashion. With tickets ranging from $79 to $39, 4000 fans filled the Melbourne Convention and Exhibition Centre's plenary auditorium. Due to this, the event has been deemed a large priority in future shows and an extremely important opportunity to raise the profile of the organisation (L'Oreal Melbourne Fashion Festival Pty Ltd, 2011) Therefore the main objective of this event is to be recognised both nationally and internationally as the leading event of its kind and stimulate activity across the retail, clothing, footwear, and creative sectors.
The purpose of this marketing plan is to identify LMFF's many strengths, weaknesses, opportunities and threats ; and these must be used in union with several marketing strategies, actions and a budget of $47 200 to eventually achieve the overall objective. Although the company's strengths and opportunities outweigh the organisation's weaknesses and threats, the growing competition within the fashion industry and changes in the marketing environment need to be of focus. For the event to be a success, the organisation must modify or maintain the strategies and actions to directly reflect these changes.