Jellycat Brand Marketing Strategy Analysis - Based on 4I Marketing Theory

Abstract

Jellycat, as a leader in the high-end soft toy market, has won wide popularity and recognition from global consumers for its unique design, excellent quality and innovative marketing strategies. The article aims to deeply analyse the successful marketing strategy of Jellycat brand in the world, using the 4I marketing theory proposed by Don Schultz, i.e. Interesting, Interests, Interaction, Individuality, as an analytical framework, to explore the reasons behind the brand's global explosion, and to respond to the consumption of the young people in the contemporary world. As a framework of analysis, we discuss the reasons behind the brand's global explosion and reflect the consumption status of modern youth.