Executive Summary The fashion industry is versatile, ever evolving, and full of potential. Although various other companies occupy the fashion industry, its dynamism makes it accommodative of others as long as the newcomers bring something new to the table. Alara is one such company that brings innovative and dynamic designs that offer a fresh set of luxury products to today’s consumers by availing options that match the current trends while maintaining a sense of elegance and sophistication, which are critical elements in all other luxury retail lines. The industry aims at providing a range of products that are chic yet suitable for women in all age brackets, thus giving it a competitive edge against its other rivals such as Burberry, Miu Miu, and Moschino. Alara’s spring/summer collection in particular has a fun feel to it without compromising on elegance and most importantly quality and comfort for the consumers. This report explains Alara’s spring/summer collection in detail as well as what sets Alara apart from the traditional players (such as Burberry) in the luxury retail market. The paper also carries an in-depth analysis of the current market trends and details on the potential that this line of products has in successfully penetrating the market. The report also explains the marketing strategy for the company with the key idea being the use of technology and social media, as a cost-effective way to launch a start-up line. In addition, this report gives details of the marketing launch plan and performance indicators including avenues for sale, promotion ideas, as well as budgetary estimates and performance indicators. Alara Spring/Summer Collection 2014 The Alara line, as a new entrant in the luxury brand market, offers diverse options for clients to choose from through affordable pricing as well as dynamic designs that suit both the young tech-savvy generation while accommodating the older and more mature clientele. The 2014 spring/summer collection, which is the focus of this report, is particularly versatile. It consists cool and composed monotones mainly navy blues and whites, which blend together to give a relaxed feel to the outfits with the occasional use of stripes to add pizzazz to the outfits; an aspect similar to that in the Chanel collection exhibited in May 2013 (WSGN 2013). The collection comprises seven mini dresses, three skirts, and three tops, thus creating ten complete looks out of the nine main items. However, each item in the collection is complete enough on its own for fashionistas to play around with in creating looks that are different from the ten main ones. Chanel collection exhibited in May 2013. The use of sober colours breaks the monotony of loud and vibrant colours that most brands use for their summer lines. The collection applies the signature use of plunging necklines and linear structure, thus setting it apart from other brands. The designs in this collection are practical, beautiful, and playful owing to the fabric and the design. The use of silk organza ensures that the outfits are light enough for unrestricted movement, yet absorbent enough for the warm weather without compromising on durability. Satin adds a touch of elegance while the use of stripes creates a uniquely playful look. The