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Anthem Gear is a start-up manufacturer of an upscale clothing line targeted at males between the ages of 20 and 40. Anthem Gear not only develops the clothing line, but supports it with advertising and promotion campaigns. Anthem Gear plans to strengthen its partnership with retailers by developing brand awareness. Anthem Gear intends to market its line as an alternative to existing clothing lines, and differentiate itself by marketing strategies, exclusiveness, and high brand awareness.

The key message associated with the Anthem Gear line is classy, upscale, versatile, and expensive clothing. Anthem Gear’s promotional plan is diverse and includes a range of marketing communications. In the future, Anthem Gear hopes to develop lines of accessories for men, women, and children. These accessories will include cologne/perfume, jewelry, eyewear, watches, etc.