David Nieper

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DAVID NIEPER

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word count

14598

Meng Ru Lee Ting Hsuan Liao Yu Szu Liu Yu Hsuan Chang Ma Ya

(Hiram) (Victoria) (Shaza) (Giovanna)

FMMC 3

N0656736 N0651400 N0611651 N0596361 T0039665

CONTENT

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COMPANY OVERVIEW METHODOLOGY DEMOGRAPHIC TREND BRANDING EMPOWERED FEMALE ICONS OVER 70 DIGITAL MARKETING STRATEGY COMPETITOR ANALYSIS RECOMMENDATION CONCLUSION REFERENCES ILLUSTRATION APPENDIX

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company overview

David Nieper is a designer and producer of women garments and was established in 1961. The factory was based in Alfreton, Derbyshire, all the products were designed, manufactured and sold directly from Alfreton to consumers.

In addition, web design, photo shooting of models and catalogue printing are handle in house (Hurley, 2012). Since David Nieper built up this family business, it has been over fifty years in the UK. In the beginning, the firm manufactured luxury nightwear, after that, it started to expand to lingerie, knit wear and different kinds of women’s clothing. At the current stage, they employ around 230 skilled employees.

These have rich specialist knowledge as garment makers, designers, seamstresses and dressmakers with decades of manufacturing experience. The more important thing is that they recruit a knowledgeable and passionate customer service team who underpin their company’s customer-facing activities (David Nieper, 2014). Information from interviews with company staff shows that fifty percent of sale is derived from phone calls and highly efficient customer service.

From this point of view, it has become their unique selling point and extraordinary strength. In addition, they have mentioned that the majority consumers are women in the 64 to 75 ages group. In terms of sales channel, there is only one factory shop located in Alfreton. Other sales are made direct to customer via email order, phone call, catalogue and company website. Eighty five percent of their sales are based in the UK. Only one third of sales are coming from EU (Whyatt, 2016). They have expanded their business to Germany, Switzerland, Italy and France, especially France takes a lion share of sale in those countries (Hurley, 2012). With regards to competitors, it can be related to John Lewis and Marks & Spencer. The most outstanding competitor is Cotswold collections.

According to Cotswold collection company profile (2016), they manufactured exclusive quality clothing and accessories for classic women. What is more, the firm aims to provide efficient customer service and products sell by catalogues, emails, websites and so on. It operates in a very similar way to David Nieper.

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Methodology

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DAVID NIEPER

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his report aims to understand David Nieper company position and current situation in the fashion industry. Also examine the relationship between social media engagement and customers, in order to provide appropriate social network and email marketing strategy proposal for David Nieper.

The reason why to do this report is that through analyzing company situation, it is able to gain deeper knowledge of UK fashion industry. Especially, how does the company operate and insist on manufacturing in the UK. The more important thing is that understand how do they communicate with consumer by using phone call, catalogue and email. In terms of research method, this report is completed by two major approaches to gather data from secondary and primary research methods.

First of all, primary research is accomplished by utilizing multi-method qualitative study, which are factory observation, and interviewing with David Nieper marketing team.“ There are several aspects that interviewer need to develop and demonstrate competence in relation to the conduct of semistructured and in- depth research interviews.� (Saunders et al, 2003. p.g 329.) For example, using appropriate language, listening, testing and summarizing and recording data. Therefore, this report obeys this method to organize an interview with David Nieper marketing department. The purpose of applying this method is that it comprehends up to date company current operation and structure.

Furthermore, it is crucial that gain insight of in which ways do they target customer the most. Hence, this report will demonstrate the future digital marketing strategy for David Nieper. Beside, in order to get further information about old women, there is another interview is arranged which is interview one of professor from Nottingham Trent University School of Art & Design department. Dr. Katherine Townsend had done research associate with older women with fashion industry. Through this interview, it is able to straightforward understand old women consumer behavior in the UK. What is more, factory observation is another primary method that have implemented.

By visiting factory store, it is easier to analyze their product design, company image and customer data based. In terms of advantage of primary research, that will be defined as up to date information and resources. Also, gaining advanced information directly from company point of view. That is significant knowledge would not be abled to get from secondary resources. With regard to secondary research, it is vital to conduct with relevant literature. This research had been conducted by four dominant approaches, articles in academic, professional journals, latest reports and books. The reason why utilize books is exploring wide academic theory in order to apply into this report.

However, books are often less up to date than other resources. When it comes to specific topics or ideas, it is much easier to find articles, journals and reports online so as to support new ideas. In particular, the information that is related to marketing trend or social media is more accessible to the latest trend.

Those resources provide wider latest news also can be useful to compare with information that has been collected with secondary data. Moreover, secondary data usually offers permanent and available articles in a file that can be reviewed easily. More often than not, school has provided authority to allow students access various platforms. Turning to business model and theory, this report applies Maslow`s hierarchy of needs to illustrate the business model about David Nieper and utilizes pull and push strategy to demonstrate email marketing strategy. In addition, a critical analysis by using SWOT (Appendix 1) and PESTLE (Appendix 2) which reflect to macro and micro environment.

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DEMOGRAPHIC TREND 10

DAVID NIEPER

In the UK, people aged over 50 will account for around half the adult population by early 2030s. This statistic shows that a characteristic of OECD family of developed country. By 2037, it is anticipated that the average age of UK population is going to increase from 39.7 to 42.8 years old. That is a double amount of over 80s reach to 6 million, which will lead to much older age figure across the holistic population (ONS, 2013). In particular, Office for National Statistic estimates that current UK for life expectancy at birth is 82.9 years and 72.9 years for women and men respectively (Age UK, 2014). It is predictable that life expectancy will be much longer than before. Especially women will live longer far more than men ten years. From this point of view, it will influence David Nieper business in positive way. Furthermore, by mid 2012 and 2037, it is predicted that the amount of UK citizens who will be qualified to receive state pension and it will rise 31 percent. Therefore, resources and income inequality in the elder population will increase during this period. From holistic patterns of demographic change in Great Britain, there are vital regional transformations, with North districts where are the North West, the North East, Yorkshire and the Humber. Between now and 2036, those areas anticipated to face the highest dependency ratios, yet the lowest population development. Although population transformations vary between urban and rural districts is the factor within North of England, the main factors as a result of migration (ONS, 2013).

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Analysis of the UK population aged 16 to 64 and over 65, 1974 to 2044

The proportion of UK population who are aged from 16 to 64 years old are estimated to decrease in the next thirty years, although this group of population has kept relatively stable over the last four decades. In a contrary, the amount of those aged over 65 raised steadily from 13.8% up to 17.7% of UK population in 1974 to 2014 respectively. This group is anticipated to grow significantly by 6.8 percentage points of UK population in the next thirty years (ONS, 2015). Currently, there are about 20 million people who are over 50 years old in the UK. By 2021, this number is anticipated to increase to 25 million (Ahmad, 2003). Despite there is only 13.8 percent in over 65 ages group in 1974, David Nieper still ran business successfully since they started business. The table 1 shows that this group will increase in the future which has positive impact for the firm targets wider consumers. In addition, 16 to 64 take a major percentage of UK population, once they get older that will be potential consumers to David Nieper.

source: Age distribution of the UK population 1974 to 2044

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Age and sex demographic analysis

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he data in table 2 indicates that the number of the UK population by age was comparable for males and females. Moreover, it is clear to see that at ages over 69 women start to outnumber men. In particular, over 90 ages group women overwhelmed men (ONS, 2015). According to Countrymeters (2016), it is estimated that there are 10727585 persons above 65 years old which has 599,2723 females and 4734862 males respectively. With the numbers of elder people increase globally, there are nearly one in four population to be aged over 65 by 2040 in the UK (Age UK, 2016). As for this aged group of population are main target consumers for David Nieper, women are far more than men particularly. From this statistic, the firm has broader customers be able to sell.

source: UK population by single year of age

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Prediction of retailing environment & consumer behaviour Over the next ten years, people will become more wealthy and have stronger wield spending power.

Retail spending expects up to 26% on current situation and reaches £377 billion by 2022. In addition, the consumer economy growth will not allocated across all customer segments equally.

Especially old consumers will be one of the considerable opportunities over the medium term (Hammerson, 2013). In terms of Online retailing, online sales reached £ 5.6 billion in 2014, it rose 185 percent between 2007 and 2012. It is expected to grow 41 percent by 2021. Nowadays, nearly half of consumers shop brick and click for clothes (Brook-Carter & Parsons, 2014).

source: Total annual retail expenditure by segment

Since 2013, careless consumption era has changed to considered consumption. It is expected that considered consumption is an emerging customer mindset till 2022. The considered consumption spends more time to research purchases, they are not only considered about the product itself but also the ethical issue, environment and corporate responsibility of the firm those issues. As a result, considered consumption is the form of buying behavior which lack of impulsive. Also it turns to selective purchase lead to buy fewer, however, it perhaps more expensive due to products quality or value to customers (Hammerson, 2013). In terms of David Nieper consumer buying behavior, they already behavior in line with considered consumption. They tend to invest is key items and they care more about story behind the clothes, also they affordable to pay higher price due to exclusive, high quality or customer personalization. This buying behavior estimate to maintain and it will develop to concern more about ethic and eco-friendly issue.

In the future, consumers are not just selecting one brand to purchase because there are a lot of aspects to concern. Therefore, it is vital that David Nieper to develop brand value and loyalty in order capture customers. Retail week Reports (2014) states that more and more customer will be capable to afford garments that they desire to purchase in the future. In addition, 43 percent of consumers who select brands due to their product suited their personal state. Therefore, lifestyle value that customers notice then purchase and engage consumers as possible as company as they can will be the key points for the target future consumer. With regards to this transformation, it will be the beneficial influences for David Nieper because the company performs excellent customer services as well as their reputation of ethical manufacture in the UK. Furthermore, people ages over 55 expect to devote the lion’s share of amplification over the next decade (see table 3). School of Art & Design Dr Katherine Townsend (2015) claims that “There are more than 12 million women aged over 45 and they represent vast economic potential to the industry.” Their research find out that women in their 60’s desire to perform attractive and fashionable without disproving their age. In the contrast, the key issue for the fashion industry in the UK, the recurrent trends are keened to target young consumers rather than old bodies in the high street brand. Therefore, many of old women cannot easily find trendy garments that suit or are fashionable. According this research, that will be good news for David Nieper. That is the exactly what David Nieper target market, hence, it is obvious that company has broader demographic to sell.

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Analysis of Silver consumers

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When it comes to silver consumer, one of the most considerable demographic trend is baby boomer that were born following WWII. They take an important role in nowadays society. This group have an outstanding characteristic is that their economic clout. Due to they possess much of nation’s wealth which by in large derived from steady economic conditions, stock market values and the increasing property. Whatismore, it defined benefit pension provision over the years(O’GRADY, 2014). With regards to this situation, David Nieper targets right demographic who has ability to shop in comparison with high street target market young generation. Older consumers take important role in the future consumption. Nowadays, they are fleeing the UK’s urban cities and carrying their money to settle in the rural areas. It can be found that South Hams in Devon is the most popular place to live for baby boomer.

In Addtion, there is more than thirty percent of this aged group live in Dartmouth, Kingsbridge, Ivybridge and Salcombe. The next hotspot places to live are WestSomerset, East Lindsay in Lincolnshire and North Norfolk (O’GRADY, 2014). In terms of sliver consumer’s consumption, people directly think of certain aspects such as healthcare, medical treatment and individual living. Moreover, silver people take significant proportions of consumers in many wide aspects. In particular, they associate with consumer products, leisure, tourism, retail, grocery also technology those areas (Skentelbery 2008: table A13). The analysis shows that there are 40 percent of consumer need is base on older population in the UK. They are able to spend £200 billion a year. However, the facts they only account for ten per cent of UK marketing spend (Harper, 2009). Europeans who aged 50 or over 50 years consumption has increased three time as faster than the rest of population in reality. In the UK, people aged over -50’s spend 50 percent of skincare, 80 percent of luxury cars 50 percent of leisure cruises (ActiveAge, 2012).

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The overlooked senior citizens engage social media Nowadays, population of older people are growing: they are more active, life expectancy increasing and becoming progressively active online. They are the significant growing users of social media. In addition, these ages of population are not only possesses an email account but also they are browsing Facebook, searching information on Google or watching videos on YouTube (Wilms, 2013).

According to Pew Research Center’s Internet & American Life Project (2010),� the 74-plus demographic is the fastest growing demographic among social networks.� People aged over 65 utilizing Facebook, Skype and Twitter account for 39 million demographic, leading them the fastest rising age group on these social media. There are 11% seniors utilizing Facebook and these 14.8 million users symbolize a 1448% growth each year in this demographic. In the recent year, it has become much easier to find that there are more lessons organized in order to teach older people how to use social media such as Facebook.

Surprisingly, one in five of Facebook members will browse for an hour any given day (Wilms, 2013). It is obvious to forecast that senior citizens will engage social media far more than now. Furthermore, table 4 demonstrates that social media users women slightly more than men since 2006 till now.

From table 6 can be seen that there are 76% of Older Boomers, 58% silent generation and 30% G.I generation go online. From this point of view, David Nieper has a great opportunity to target their customers by social media in the future. In particular, email marketing strategy will be the key domain for the firm because that is the primary activity to engage online for sliver people. Also, travel section will take important role for sale due to the majority of older people obsess to travel. source: The popularity of Internet actives among Internet users in each generation.

source: Generation Online source: Women and Men Use Social Networking Sites at Comparable Rates

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Frequency of use on Social Media sites Comparison

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According to Patterson (2015), Facebook is current market chief for social networking site, there are 1.44 billion monthly active users. Facebook has 72 percent of adult Internet users, along with Pinterest 31 percent, 28 percent of Internet users utilize Instagram, 25 percent for LinkedIn and 23 percent for Twitter. With frequency of use on social media site, Facebook take more advanced position than others social media. Furthermore, there are 82 percent of adults ages 18 to 29 use Facebook, along with those ages 30 to 49 account for 79 percent, 64 percent of those ages 50 to 64 and those ages over 65 account for 48 percent (Duggan, 2015). In terms of gender, there are 66 percent of Facebook is Men in comparison with 77 percent of Women. One important thing to mention is that Facebook’s income demographics. There are 77 percent Facebook users whose income are less than £20,000, 74 percent of users who make between £33,000- £ 50,000, 72 percent of users who earn over £50,000 and 69 percent adults who make between £20,000- £33,000 use Facebook (Patterson, 2015). Based on statistic above, apparently, David Niper should take Facebook as priority social media tool to run their digital marketing. No matter the most popular social media or high percentage of women and senior users, Facebook performs are much more outstanding than others. Especially, the number of Facebook members appears to have stable income and some of them are wealthy.

source: Facebook usage between gender and age

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ritish lifestyle is generally believed that has a highly influence by the long-established monarchy history. From 1952, Queen Elizabeth II started her reign until these days and the traditional value had been preserved and passed on her subjects. According to the BBC News in 2012, it addresses that less than 15 percent of British people want to get rid of the royal family and three- quarter of Britain claim the monarchy to be remained. These appear that the Queen's throne is committed to be stable and rooted. Monarchy is usually seen as a valuable British heritage which it not only affects the economy by tourism but also lifestyle in general public. In terms of the UK life, respect of tradition and confidence is known. British seniors age over 60s are the group of people that best inherit this long heritage and tradition.

Therefore, understanding British seniors, who also defined as baby boomers, living habits and social activities are crucial factors to discover more about this potential market. Weekends are really important to family in the UK, typically, people do not work on the weekends. Therefore, Saturday has become the busy time for stores with families to go shopping. Some of families will go to church on Sunday, yet the trend has been changed recently. People still spend time on shopping rather than go to church on Sunday (Barrow, 2014).

According to the report from the Office for National Statistics in 2009/10, the analysis shows the top three activities for UK seniors who are over 65 are watching TV of 92 percent, spending time with friends of 82 percent, and reading of 73 percent comparing to other ages.

The data is shown in Table 8, the most prevalent activities for aged over 65 senior UK citizen is watching TV. The majority of household own at least one television set, they spend 25 hours per person per week is average viewing time. Television marketing remains the most considerable channel for engaging with senior customers. The report indicates that for people over 55 is the largest group of traveling abroad. There are around 10 millions of senior citizens spending holidays in other countries or taking cruise trip. Another thing about those baby boomers is that they are also highly conscious of charity events. 56 percent of people over 65 in UK donated to charities. The aged group 45 to 64, about 63 percent engaged with charity events.

These seniors have more awareness of ethical issue than the other age groups. Besides, the percentage of emailing and using Internet for seniors only account for 24 percent, which was not the main activity for them in 2009/10.

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LIFE STYLE

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However, things might change differently after smartphone taking over the way of Internet surfing. Comparing to 2012, the percentage of having smartphone for people aged around 55 to 64 now increases double from 19 to 50 percent within three years (Ofcom, 2015). The outbreak of mobile devices makes older generation have the opportunity to access online information easier than ever before. Emailing and Internet surfing could become a major activity as well and further affect on their lifestyle.

Social event for UK seniors is considered an important opportunity to meet their friends. Furthermore, senior citizens actually spend significant time with their friends and relatives. It performs second important leisure activity for older people. The well-known social occasions will be pubs and teas rooms in UK. The drinking culture influences British people to hang out and meet new friends every weekend. Having afternoon tea is also a nice way to catch up with friends or family. These activities links lifestyle and dining habits together that will be the best represent way of UK senior to spend their leisure time. Therefore, a proper outfit will be required for them to participant these events. It also can be estimated that peer suggestions will be one of the factor for older women to purchase garments.

source: Selected activities performed in free time by age

Moreover, funeral might be an occasion for seniors to attend constantly. A nice, elegant and appropriate dress will be important for female seniors to consider for attending ceremonies or even for preparing their own funeral. They would like to face this moment with braveness inside their mind and beauty on the outside. The demand of high quality and well-designed clothing is an increasing issue for this market. Lifestyle stands an influential part of clothing throughout the decision making period.

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DAVID NIEPER-

BRANDING

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At safety stage, the information that customer provide by filling out the forms on David Nieper`s website, it also provide customer to use their website of customer service and requirement (David Nieper, 2016). The European Economic Area (EEA)(2015) defines as ‘’brings together the EU Member States. It covers the four freedoms, i.e. the free movement of goods, capital, services and persons, plus competition and state aid rules and horizontal areas related to the four freedoms.’’

The personal data that David Nieper collected from the customers might be transferred to and stored at the destination outside of European Economic Area (EEA), the information may processed by staffs who work for David Nieper, those staffs not only fulfill customer`s order but also processing the payment details and provide customer services. By providing the personal detail and agree with the transfer, David Nieper ensures that they will take every reasonable step to protect the data that customer provided is treated securely within their privacy policy (David Nieper, 2015).

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avid Nieper is famous with its garments quality that always emphasize “Made in the UK”, also David Nieper aims the customer who are women with sophisticated and mature that over 60 (David Nieper, 2015). aslow`s Hierarchy of needs can be used to analyze their current branding strategy. Pawlicki (2012) states that to run a new business and how well will it go could be measured by using Maslow`s hierarchy (Pawlicki, 2012).

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At physiological stage, basic human needs to be involved with food, water, shelter and clothing (Frank Howand, 2013).

David Nieper`s products have reputation with its utmost softness, feminine aim, and luxury feeling. Utilized the best fabrics from all over the world that David Nieper can afforded, also, David Nieper is proud and being confidence with it (David Nieper, 2015).

However, according to our primary research of interview, the process of making clothes might take some times approximately 2weeks, for the reason is that those are customize and handmade.

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At belonging stage, which refers to human emotional need to affiliate with and be accepted by members of a group. In David Nieper’s case, it is related to work group, to be accepted by coworkers, it is not only acquainted with other people, also gaining acceptance, attention and support from people who work together with (K. Cherry, 2016).

David Nieper offered a price to people who are semi-retired, the price is enough for them even they do not work in full-time. Also, previous sales advisers can work as part-time consultant (The Economist, 2012).

David Nieper also ensures that they offer competitive wages and a stable holiday entitlement, as long as you are one of David Nieper’s workers, they offer a staff discounts for them. Concerning about worker’s health, David Nieper provide food with freshly, healthy and home cooked, also, giving discounts to the cooperated gym (David Nieper, 2015).

Moreover, according to our primary research of observation, it is a friendly environment for the workers, feeling like home, David Nieper also set a coffee area and also provide fresh, healthy and homemade food to the hard working workers.

At esteem stage, David Nieper has launched a sewing school to cultivate local potential people by passing on its specialist skills. The school manage by two of David Nieper`s most successful dressmakers, they responsible for design room sampling and sewing techniques, the sewing school passing on the professional tailoring and dressmaking skills to the young generation (Danielle, 2015).

Moreover, David Nieper provides an opportunity for students to obtain scholarship with over £1,000 and trophy. Students at Nottingham Trent University have been awarded more than £5,000 for designing made in Britain fashion in older women, when it comes to the fashion of older women, it will associated to David Nieper. A student from NTU studied in fashion design has won £1,000 for her design in knitwear, with it, David Nieper also provided £500 towards the awards presentation (David Nieper press room, 2014).

Furthermore, According to David Nieper press room (2015), a student who studies in textile design from university of Derbyshire, awarded a scholarship trophy and £1,000 prize money by managing director of David Nieper, Christopher Nieper.

The David Nieper Education Trust is currently being delegated sponsor of Alfreton`s local secondary school by the department, it is the first school in Derbyshire that sponsored by a local and private company, in the further future, Torch Gateway Trust will be the academic partner of David Nieper Education, in the activity to secure the future of the school (David Nieper, 2015).

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At self-actualization stage, it is defined as the desire for self-fulfillment, and what we capable of, the need for individual growth and development to reach the target (McLeod, 2007).

According to age UK (2013) reported that there is a ‘loneliness epidemic’ spreading Britain, with the average of people who are over 65 spending more than 100 days alone each year. Thus, they also suggested that social media such as Facebook and Twitter could be a way of mitigating such phenomenon.

Following the above reports, according to Adult Media Uses and Attitude (2015) reports that “the age 55-64 age group is the only section with a ‘significant increase’ in social networking growth.”

With the aging people over 65 has increasingly using social media, in order to reach those customers, David Nieper will try to engage social media to create more interactive relationship with customers (Kellie Hooper, 2015).

Empowered female icons over 70s 25

The company would like to redefine their customers from the traditional and elegant women to those with empowered, confidence, and tough look. These new images will attract more customers from the next generation who is going to turn into 60s. Icons such as Sandy Shaw, Joanna Lumley, and Helen Mirren represent the new definition of modern women who fulfill with thoughts and capabilities to do anything.

Sandy Shaw (1947)- The Britpop singer who first won the Eurovision prize often seen as the sensation of young soul. "The Barefoot Princess" was her trademark for live performance and then become her way of life. Now Shaw is a qualified psychotherapist who owns a clinic in London that helps clients suffering from distress, and also converts to a Buddhist. The way she live her life is a statement of freedom expression and simple lifestyle (Sandie Shaw, 2016).

Shaw's life experience best demonstrates the relaxing and comfortable elements in David Nieper's lingerie and underwear collection. The barefoot soul could lead customers to look back for their own life meaning through wearing delicate and qualified clothing.

Sandy Shaw

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Joanna Lumley

Joanna Lumley (1946)- Lumley is a well-known English actress who took the role in the British comedy, "Absolutely Fabulous".

Lumley started to concern ethical issue in her early life. In 1980, she protested against the injustice of slaughter baby seals outside the 10 Downing Street (Davies, 2014). Her faith on saving the innocent animal is quite brave as a woman who dares to stand out and express herself. Later on, these days she cares about human rights such as emergency situation in Nepal (Armour, 2015) or gender inequity on pay in the entertainment industry (Conlan, 2015). All these actions she was involved shows her intelligence and braveness. She appears to be very considerable on ethical issues. Lumley's attitude of being older is optimistic. According to her interview with the Mirror in 2015, she says, "I love old. I love old people and I always knew old would be good for me and would contain great glories." Lumley sees turning to older age will bring people more amazing life experience.

Lumley is the best candidate to showcase collections which using ethical concerned materials and eco-friendly ideas. Customers from middle age will be highly interested in this image due to their passion on charity giving.

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elen Mirren (1945)-Mirren is a well-known English actress who has started her international career in film and television field and successfully being awarded by many prizes (Helen Mirren Official Site, 2016). Her image changes from young and sexy in the early age to stylish and brilliant now. She often wears well-fitted suit or beautiful cutting evening gown which seems to be the image of empowered modern women. Her attitude on being old is also positive. "I think the great advantage of getting older is that you let go of certain things," says Mirren in the interview with the Guardian. It is also beneficial to have older women engaging with medium that will empower the whole female position (Walsh, 2015). For Mirren, being old is not a trouble but a pretty natural thing.

Mirren will best fits in the contemporary collections to demonstrate the fashionable dressing way to the customers. Her image will catch customers’ attention and become the icon of them.

Helen Mirren Hopefully these new fashion ambassadors will inspire senior customers to express themselves more and discover their own identity by mix-match amazing outfits or play around with gorgeous accessories. Self-identity is rather important for senior females in terms of realizing their life meanings after settling down into family for a long time. Clothing is a channel for them to enhance self-esteem and elevate living value. The concept of introducing British icons who are same age to the customers is to demonstrate the lifestyle of empowered women and lead the trends for idea transforming. These icons will be pretty convincing while they belongs to the same generation just as the customers but shows the opportunity of living a different way of life.

In the marketing terms, cooperate with icons is a way of applying the "pull strategy". After creating connection with these iconic image, customers will reflect these attractive characteristics on their own and willing to try out the innovative style. Letting these icons showcase the products might be pretty influential on boosting the selling.

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Digital Marketing Strategy

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Digital marketing is defined as the process of contracting and refining relationship between customers and marketers by holding online events for idea, product, and service exchange(Koekemoer, 2012). It is widely understand as any kind of online marketing activities. The two key benefits what are weight out of the traditional marketing practice is measurability and cost effectiveness(Koekemoer, 2012). It is easier to collect and analyze the database when applying digital approaches. These approaches are generally known as search engine optimization, pay per click, social media marketing, and email marketing(Koekemoer, 2012). These components shape the whole idea of digital marketing world and overtake the recent shopping behavior. To adjust to the newer online environment, David Nieper must need to come up with some practical strategies.

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After looking back at all selling cannels, such as telephone order, catalogue order, and emailing, that David Nieper are now applying, it is clear to see the main idea of these approaches is using direct marketing method and the push strategy. Generally believed, direct marketing is aiming to target the right individuals with exact products they want through the right distribution of right message delivered at the right time (Tapp, Whitten and Housden, 2014).

It indicates the central idea of direct marketing is marketing the appropriate demographic as the company introducing their products at the advertising stage. Moreover, the definition of direct marketing could be complete with the following: “Direct marketing is a way of acquiring, keeping and developing customers and, in doing so, meeting the needs both of customers and the organization serving them. It does this by providing a framework for three activities: analysis of individual customer information, strategy formation, and implementation such that customers respond directly through a variety of on-and off-line channels and media. (Tapp, Whitten and Housden, 2014)�

Direct marketing system sometimes overlaps database marketing and can be use in digital marketing applications. Marketers often communicate with customers with one-to-one media channels such as television, direct mail, and website. In this case, David Nieper is holding a well-structured direct marketing system which allows the company to push their garments to their present customers.

The profits mainly come from direct response television program, phone call orders, and catalogue orders. Email is also one of the company’s marketing channels, but the majority orders come from phoning. Advantages for using television, phone call, and direct mail might create the sense of belonging for the customers and enhance their loyalty to the brand. These strategies might work well for the recent customers, for example customers who are aged from 70 to 90 the best way to contact them may be phone calls.

However, for the coming 60s, email might be more comfortable for them to use. Evidences shown in the Mintel trends report in 2016 point out 70% people find that communicating through email less stressful comparing to the other channels. Moreover, the response rates increase 52 percent and complaints reduce 36% by applying real-time email survey (Mintel, 2016). For people who highly relay on digital devices and networking, email is a simpler way to contact others. It is like the evolution of direct mail and a combination with other many kinds of marketing approaches. Email might hold the same specialties, such as personalization, which phone order and direct mail can do as well, but it has far more potential than other approaches. Besides, email is favorite by marketers of the reason that it can broadcast to about two million opted-in addresses at the startup period of a business such as an UK high street fashion retailer while the total sending cost is almost zero. It is very impressive that even more audiences than television show can reach this days(Quist, 2014). As a result, company should pay more and more attention on email marketing strategies due to its potential and valuable capabilities.

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ccording to the Mintel report in 2016, the growth of email marketing will be massive. More and more marketers would like to invest this area. Email, which viewed as the one with highest return of investment (ROI) component along the other digital marketing tools, attracts around 91 percent marketers would like to reinvest more in 2016. One of the reasons why email stands out of the others might be the raise of smartphone usage. As the report indicates that the usage of smartphone is increasing, it is crucial to use email survey to gather customer feedback for mapping out purchasing journey (Mintel, 2016).

People get more opportunities to access the Internet than checking their real mailbox. Especially for those aged under 65, mobile and tablet is the major way for them at the workplace and even in the leisure time.

Another trend that Mintel predicts in the report is the potential of personalization with email. Originally, email was treated as part of direct mail and seen as another channel of distributing DM(Quist, 2014). While misunderstanding the true value of email, marketers start to struggle with sending more and more email to their active subscribers, which is known as the myth of "inbox overload" (Quist, 2013). However, business should look for the real connection with their subscribers through those newsletters. Once the customers subscribe the email, they show their interest in the brand as well. As the result, sending the right message of engagement with the customer is essential than the amount of email sending(Quist, 2013). Companies should focus on how to maximise the response from click and open rates and build the brand's recognition through emailing the right brand message(Quist, 2014). Personalization will help while deciding the proper information for each individual from the database.

Customers will feel the closer relationship if they realize the product is chosen for them only, and then they will be willing to shop again.

Even though it has been 45 years since the very first email was sent by the computer engineer Ray Tomlinson in 1971(Reachmail, 2015), email itself is still evolving nowadays. In the future we can see different faces of email combining with social media platforms, blogs, or videos which will be surprising and worthwaiting.

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03 04 01 05 02 There are some ways for email to develop wider by connecting with other elements. Firstly, by attaching those social media links in the email, customers can learn the information like fan pages and get involved into the community easier. Companies like Asos email their subscribers newsletters included messages like exclusive discounts, the latest collections, customer's style books, and social media links. Email becomes a multi- information feeder to cater to various needs from the customers. People are charging their purchasing behavior from the television era, which information is created by one-to-massive, to the Internet era, which information flows from many-to-many and is decided by individual’s weather acquiring or not. As a result, David Nieper could provide social community links and hashtags in the email for the subscribers to explore online. Also, by attaching stylish bloggers who are wearing their outfits in the email will increase the reader's interest in the products. Moreover, adding the style look books which from the social media photo albums might be a way to make the email information closely connected to the social networks.

Issue weekly is possible: Currently, David Nieper issues around 17 volumes per year and divines into contemporary, traditional, and lingerie collections. Without the printing and mailing steps, it will be possible to issue weekly online catalogue with a smaller range of products.

For example, Asos sends emails every two to three days introducing a typical topic of clothing such as shoes collection or summer wear. By focusing several goods once, it will increase the selling for weekly promotions.

M o re p e rs o n a l i ze d : Th ro u g h ap p l y i n g the database, the computer can select personalized product for every individual's typical taste. Customers will assume the product is chosen for them specially. Brand loyalty will appear when they feel more sense of belonging.

One click to buy: David Nieper now displays the online catalogue which is simply transform the paper one into digital one on website. Customers can browse products of the season through pictures and writing details; however, if they want to order anything online, they need to find the product by themselves. Now it is possible to put the exactly purchasing links under the picture, so customers can buy the cloth they want by a single "click".

Share faster: After they receive the catalogue from email, they can share it on social media with their friends.

In the interview with Dr. Katherine Townsend, she mentioned that peer pressure is also an considerable part in making buying decision for women over middle age. In addition, sharing online always spreads faster than the traditional way like the word of mouth.

Online fitting room: In the near future, E-catalogue might operate with the online fitting room system which is no longer a new innovation to the public. Technically, it is called as the virtual dressing room. Visual dressing room provides customers the instant fitting journey online and solves problems like returning inappropriate sizing orders. Some people might point out that this kind of software is not well established right now. As a reason, it is not able to provide users an easier way of experiencing online fitting journey and not yet practical to the public (Randall, 2015). However, even it is not considering as the sliver bullet now, it will be one in the future.

The online fitting system is raising awareness between both investors and apparel retailers. In 2015, the UK virtual dressing room starter " Metail" made a deal of $12 million with the Hong Kong fashion company TAL Apparel. Also, another company named Fits. Me decided to pour in â‚Ź4.2 million investment for their own management team. Moreover, both these two companies signed the contract with some retailers already, for example, Superdry, Hugo Boss, and Tesco.

On the technically developing aspect, London College of Fashion is focusing on a new type of software which allows shoppers to upload their own image in order to computing the best fit recommendation through their camera or webcam (Dunsby, 2015). It shows that visual fitting room is on trend and marketers are willing to put more and more efforts on extending its possibility. In addition, there is a expecting opportunity to see the combination of online fitting experience and virtual reality device.

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Image and message of the future DN email T

he important elements for email is its image and message. From the setup of tone and the layout design, all of them are conveying what the brand wants customers to know about them. Take the welcome email for example, the current welcome email of David Nieper is elegant and simple. The color setting is dark blue which creates a clam and professional theme. There are four pictures to demonstrate the product range. The message is all about customer caring and trust, which is more trustworthy while attaching the funder's signature below. The email is all following the right path of being polite, avoiding using "noreply" email address and unappropriated words like "save", "free", and "buy" (EasySMTP, 2015). However, for the coming generation who is used to the visual smash and information explosion from the television and internet era, this content might not be enough to satisfy their curiosity.

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T

he new message and image of David Nieper could be refer to the new independent and empowered women. The layout could be clean and simple by using colors like black and white, and some latest Pantone colors. The tone could be brief with a strong and short slogan. In order to combine with the social media platform such as Facebook, there are three ways to be changed in the content: adding links to the FB community, customers' sharing post, and theme albums. By adding fan page links could direct the customer to join the online community which enhance the sense of belonging. And by suggesting mix-matching style from other customers, it will create the peer pressure of getting the same product. Last but not least, theme albums can best demonstrate the visual marketing strategy. It is believed that visual stimulation can inspire self-expression by covering illustrations with all angles of life, culture and fashion and even social issues. Moreover, brands are now under huge pressure of producing high qualified visual contents while more and more mobile users are sharing not only personal contents but also brand related posts daily. Images had the power to leverage contents brands want to convey. In the Internet Trends Report 2014, 1.8 billion images was shared online per day, which means 75 million pics per hour, comparing to the number of 500 million pictures uploaded daily in 2013. Facebook itself has 350 million illustrations posted everyday(Cabo, 2016). It shows that the huge wave of visual attack is taking over the online market. Generally believes that brains can decode visual contents 60,000 times faster than writing contents(Cabo, 2016). As a result, by using visual marketing strategy, customer can easier catch the main idea of the email and impress by the layout settings.

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In consideration of the similar target customer, products price range and integrated factors, Cotswold Collection and John Lewis are viewed as the most influential competitors.

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Cotswold Collection

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The Cotswold Collection Ltd is owned by Cheltenham-based entrepreneurs that Michael Brickell and John Caines. The company is located in the small town which in the Cotswold district of Gloucestershire, England. The brand has mainly manufactured women’s clothing since 1993. The target customers are the mature women who pursue high quality clothing and accessories. Nowadays, it has seven catalogues per year that send over the world. At the same time, online customer database is growing steadily (Cotswold collection, 2016).

Customer base When it comes to product line of Cotswold Collection, the target range of consumers can be divided in two parts. It can be related to casual wear and luxurious contemporary style. With regard to casual collection, it tends to attract older consumer. On the other hand, luxury contemporary collection, it aims to focus on younger aged group of consumers.

Logistics The company business direct and garment factory located in Unit 3 Centrum Park, Cheltenham. Thus, logistics route is usually from the factory to worldwide and the firm offers return and exchanges service, particularly, the free returns strategy is not including non-UK districts.

The main line of brand is women’s casual wear and the featured product is knitwear. In Cotswold district, it gets a great development through high quality wool. Therefore, the brand takes the advantage of geographic location that near to the original place of wool, which offers the many series of knitwear collections. Besides that, Cotswold Collection offers luxurious line of the women’s garment, the style of this line is much more formal and aims to target younger office ladies. According to the Cotswold collection (2016) company overview, the managing director, Jane Cheesman, turn to develop the new and exclusive design. With this idea, the design teams are always search the broaden supplier base and looking for the better quality yarns and fabrics.

Besides, the brand offers personalized service for who need customize the order of clothing. In their future development, they pay more attention on improving the quality of products and customer service.

Customer base The brand has the two regular summer and winter seasonal sales and continuously clearance promotional activities. In addition, the brand usually prepares gifts to customers during holiday time period such as Christmas or public holidays.

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Charity Cotswold Collection pays close attention to charity in the last few years. As a women’s wear brand, Cotswold Collection keeps an eye on women’s health, such as breast cancer. Meanwhile, it found the interesting activity to raise money for charity, for instance, Cotswold Collection support the activity that residents recreated the

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Customer base

he first store of John Lewis was opened on London’s Oxford Street in 1864.At the current market situation, it became one of the largest omni-channel department store in the UK with 46 physical stores (32 department stores,12 John Lewis at home and shops at St Pancras International and Heathrow Terminal 2) and E-commerce. As an ancient department store, the target customer ages group of women is between 35 to 65 years old. John Lewis cooperates with many British women’s wear brand, such as Windsmoor, Precis Petite, which establish the the solid and a wide range of customer foundation. In recent years, John Lewis has started to focus on e-commerce business. Due to multiple of sales channels so that it become much more convenience for customers to shop (John Lowis, 2014).

According to the report by Suzanne (2003), John Lewis did the year research about the sales data and consumer insight to state the report of the customers shopping habits. In this report, how do they shop, live and look, it pointed out that the customer base is growing and the sales increased significantly in last year. Besides, the research shows that clearly the age distribution of the customers, 39 percent of shoppers are under 34 and 28 percent of customers are over 55 years old. It breaks the conventional concepy that the department store always attracts elderly people and shows that the age of customers group for John Lewis has become younger.

Particularly, the report has also claimed the customers online shopping behavior because e-commerce business has become important part in terms of the whole sales volume. The finding is that the smartphones network browsing gets the peak time at 9’oclck and computer is used to visit until 4pm. Furthermore, the most popular searches on the John Lewis website in 2012 is Ted Baker, the British women’s wear brand. It states that women’s department is an considerable section of whole business.

In John Lewis women’s department, it offers various brands to customer, which includes different styles of clothing. In this situation, it gives customers much more choices and enlarges the range of customers. In addition, John Lewis as a holistic department store, it has the different other departments, such as kid department, home department and so on. Compared to the boutique shop, this is the unique advantage of department store.

Some of customers come to the department store for others shopping needs, also they might be the potential customer of women’s department. Inevitably, this type of retail formats has own disadvantage. It is a common phenomenon that the product of one brand is not complete because there are too many lady’s brands in the same department store. It is one of the reasons why the customers are still willing to choose boutique shop. In terms of the other reason, the fashion buyer teams from John Lewis pick out the products of different brands according to the past shopping habits of exciting customers and prediction of future fashion trend. There are some limitations and subjective factors in selection of products of fashion buyer team, which may cause to bigger risk of overstock of products and unstable sales.

Market share In last three years, John Lewis department stores get a great performance in sales and profit. The market share of John Lewis grows steadily. According to the report by Alex (2013), the sales of John Lewis increase 5.1 percent and profits rose 9.9 percent in the first half year. The 2014 John Lewis annual report (2014) points that the gross sales rose from £9541.3 million to £10171.5 million compared to 2013 and the gross profit increased to £3018.9 million. In the next year performance, John Lewis continued to increase market share, which the sales grow 9.2 percent to £4.43 billion and the operating profit rose 10.8 percent to £250.5 million. More specifically, each channel and category has an up trend during that year, shop sales increased 2.2 percent, while online business grow of 21.6 percent to £1.4 billion.

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Logistics

Build the corporate image

The products that sold in John Lewis is derived from different brands, therefore, logistics route is from brand to John Lewis’s warehouse. Victoria (2015) asserts that the omni-channel capability, excellent logistics and innovation spirit is the key to the success of John Lewis.

In 2014, John Lewis invested ÂŁ92.5 million in its logistics systems, which offers customers the foundations of a fully joined-up experience across the customer journey.

John Lewis’s second distribution center located in Magna Park that takes over 1.3m square ft. of space. Moreover, John Lewis will open the third distribution center in Milton Keynes in 2016.

John Lewis partnership believes that whether undertaking the social responsibility is a key factor to the commercial success of corporate. The founder of John Lewis always keeps the faith that John Lewis should do their bit to customers, society and environment. Each year, John Lewis will launch corporate social responsibility report, which concerns about the issue of climate change, packaging, waste and recycling, sustainable construction and regeneration, ethical supply chain management, sustainable sourcing, health and nutrition and sustainable communities. This kind of corporate behavior is enormous help of building a good company image, which reaches win-win situation no matter to society or company.

Discount and Promotion

Publicity Strategies

John Lewis has the regular seasonal sales in summer and winter every year. These two seasonal sales last long period and have a considerable clearance sale in the final stage. In addition, it has some promotion activities in the special festival such as the traditional Boxing days and Black Friday promotion activities. However, the time of these promotion activities is shorter than seasonal sales.

The publicity strategies of John Lewis mainly reflected in the window showcase and advertisement. The window display of John Lewis is one of the strengths. The design term often changes the theme of window showcase in order to surprises and stimulates customers to shopping. For example, Ishabel (2013) reported John Lewis launch AR campaign for Samsung Smart TVs with TRO Group. Compared with traditional showcase, this kind of form is more flexible, which is interactive with customers. Second, another expense of publicity is the advertisement. For instance, Zoe (2014) reported that the Christmas advertising, the Bear and the Hare cartoon, is a huge success and getting lots of hits in YouTube with 12.4 million views. In addition, for 2015 Christmas advertising, Man On the Moon, it focuses on the family warmth and caring for the elderly. It is surprised that this advertisement spread widely and the first time it appeared to customer is in Chinese social media. It is a great chance to let more people know the department store and develop the potential customer, although John Lewis does not open the chain store in Asia region.

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T

he company is located in Derbyshire, which includes a factory shop, workshops, customer service department and office.

Compare with Cotswold Collection and John Lewis, David Nieper seem to be a small and warm women’s wear brand. It is a family business that they offer the high quality and comfortable handmade clothing. The most special thing is that each clothes attach the handwritten label that highlights the sincerity of the brand. After many years of operation of Mr. David Nieper, this brand has own loyal customer base and multi sales channels: online business, telephone orders, catalogue orders and factory shop (David Nieper, 2015).

The main product of David Nieper is women’s wear. Data from the interviews (see Appendix 3), it can be seen that it is divided into two product lines. One of the line aims to target elderly women that manufacture traditional style. The other collection is much more fashionable and trendy cutting for the mature women. Nowadays, the brand has eight catalogues mailing to customers, two sleepwear catalogues, two lingerie catalogue, two casual wear, one dress catalogue and the rest one is traveling wear. It is worth to mentioned that nightwear and lingerie take a significant role of the brand sales. All of nightwear is made by soft cotton or pure silk to ensure that it always provides the best quality to their customers. Besides, the lingerie collection launched a great variety of styles with the premise of high quality. Thus, these two categories had fabulous comments and won a group of loyal customers. In future product development, David Nieper should maintain the high level of competence of two cores product line and increase the diversity of design of casual wear, which enlarge the range of target customers.

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Customer base

Discount and Promotion

The target customer of David Nieper is who aged from sixty to ninety year olds. The customer of this age group has the two features: Emma (2015) pointed out the customer of this age has considerable buying power.

Similarly, Jenny Darroch, a professor of marketing at the Peter F, Drucker and Masatoshi Ito Graduate School of Management at Claremont University asserts that there is an increasing number of old women notice that they have influence power in purchasing. Secondly, Patrick (2008) indicates that old customers are likely to focus on the quality of goods, longevity of product, price to value and lack of impulse shopping behavior. Moreover, information from interviews with company staff, the older customers have high loyalty to the brand. Since David Nieper come to the retail industry, it develops the loyal customers because of the good quality and standard service. With that said, the customer of David Nieper is relatively steady.

Compared with Cotswold Collection and John Lewis, David Nieper did not have the discount activities. David Nieper has the stable customer base and tend to small scales production, thus overstock is not a problem for David Nieper. However, they still operate the reduction due to some of old style clothing which was manufactured few years ago, while it is only a small proportion.

Charity David Nieper is a family brand with the warm atmosphere. It might not have many staff and departments as John Lewis has. However, it undertakes the own social responsibility since ten years ago.

According to the post in the David Nieper Press Room (2015), David Nieper staff donated £700, £1659, £4550 for cancer support in 2009, 2010 and 2011 respectively. While in 2011, two local charities get £1200 boost from David Nieper. Last year, the staff of David Nieper made the 160 charity boxes with toys, school supplies, hygiene items, wrapped sweets and personalized cards and letters to children who most in need worldwide in Africa, Eastern Europe, Asia. It matches the warm company image of David Nieper and makes a little difference to the world.

Market share In the interview of Mr. Christopher Nieper (Sirena, 2012), it talked about the development of the company. Mr. Christopher pointed out that it might be a good time to expand the business of manufacturing company. David Nieper choose the direct way to market that sell products to customer rather than sell to other fashion business. The advantage of this vertical operation is that build up a closer relationship with customers and get the directly feedback in a short time. Appropriate timing and strategy led company increased 35 percent of the turnover in 2012.

Publicity Strategy David Nieper did not invest a lot into propagandizing and popularizing. At first, it has the only shop in manufactory factory, Derbyshire, thus David Nieper saves a large of expenditure in window display compared with John Lewis. Secondly, David Nieper did not put fund into television advertising and billboard. The brand prefers to make the own video uploading in to Internet platform, such as YouTube, which spread quicker and wider. For the future publicity development, our group member suggests that the brand can chose the icon to present the style of David Nieper, or cooperate with other brands to give customers some gifts to improve the reputation of David Nieper. These detail will analysed in the other parts of this case study.

Logistics The logistics route of David Nieper is quite similar to Cotswold Collection. The manufacture factory located in Derbyshire, thus all the online and telephone orders were send from Derbyshire to all over the world. The logistics cooperative service platform is Royal Mail, therefore, all of the parcels are sent by Royal Mail and offer the free return service if there is any problems with product.

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Digital Marketing

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Trend of using social media by British elders Social media is common at the moment, and the technology of trend is changing. Statista (2016) states that smartphones have surpassed laptops and PCs to become the most popular technology for access online, and the way of communication has changed. Thus, people’s habits are changing; there is a growing reliance on smartphones and laptops that influences television viewing. Ofcom (2015) illustrates that since 2012, the percentage of British people using smartphones increased from 39% to 66%. In other words, about two thirds of British adults are now using smartphones. Moreover, people using them about two hours every day for surfing the internet, accessing social media platforms, banking and shopping online. Moreover, since 2012 the percentage of the age group between 55 and 64 years old who use smartphones has more than doubled (from 19% to 20%). Therefore, technology habit is different, the situation makes social media user increasing raptly. In addition, people create more new social media platform such as apps which focus on David Nieper’s customer age group (up to 55 years old) . Moran (2013) suggests that the age group 35 and older are the fastest growing segment of users using social media at the moment.

These days, they are not only having an email account, but also searching information on Google GOOG +1.96%, browsing Facebook FB +1.95% news-feeds, and watching YouTube. On the basis of Pew Research Center’s Internet & American Life Project, there are currently 39 million people age 65 and older using Facebook, Twitter and Skype.

People are discovering more and more grandparents have Facebook accounts, and the number are growing. The Pew Research found that 13% of adults age 50 years and older are already using social media platforms, and estimate this figure will only continue to increase. Moreover, 40% of old people are turning to Facebook, mostly to connect with their family and friends. Although part of old people do not use social media by mobile phone or other devices, the social network has transform to trend on society. Since social networks development, the digital marketing become one of the most important strategy to the business.

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Current social media usage of David Nieper

The email marketing and order products by phone made up high proportion

by David Nieper. David Nieper has many social networks, such as Facebook, Twitter, Youtube, Google+, Pinterest and Instagram. However, they are not promoting social media platform very well so far. Although David Nieper using many social networks but less people follow their pages, the information is not interesting enough. Secondly, David Nieper’s posts are hard to attract customer’s attention. The status on social networks are about employees and working space. It might makes social media visitor hard to join in topic, or even ignore it. As the evidences mentioned above show that David Nieper’s social media platform do not promote successfully. Thirdly, David Nieper’s customers are quiet old, so they are not using technology very well at the moment.

Moreover, these age group of customers were born in the early stage before technology developed, it is a challenge for them to learn how to use technology devices. This is the reason that their email and phone marketing develop successful now. On the other hand, social media platform could lead marketing strategy in 5 to 10 years after. David Nieper’s future target customers are middle age’s people (age rang from 45 to 55 years old) at present. Therefore, social media platform would become to the trend of marketing in the future for sure. For those reasons, David Nieper should paying more attention on social media marketing would be better.

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Why social media could improve business and how important?

Social media platform is the trend of strategy in the marketing. Nowadays, companies prefer take advertising on free platform, it could reduce the cost of business, and still get the purpose on publicize by the brand. Moreover, digital marketing would spreading information faster than traditional advertising, it makes the business win-win. According to social times (2015) states that, the top four marketing activities that digital marketing agencies engage in are: content marketing, social media, SEO and email. While SEO and email are certainly popular activities with 66% and 64%, respectively, of marketers engaging with them, the hands down winners of their survey were content marketing (71%) and social media marketing (86%).

Other questions in the survey explored what marketing agencies spend their marketing budgets on, where they plan to invest in the coming year, where they seek new information about marketing and how frequently they refer to different media sources. Greg (2011) suggests that building consumer awareness of new products is the first step towards turning potential customers into active buyers. Even though impulse purchases happen, it is usually for low affection categories with thin profit margins. Mostly consumers like to buy the products they know. In this case, the problem is not a matter of digital marketing replacing TV or email marketing, but of how digital marketing can augment and improve traditional marketing. As mentioned above that digital marketing could drive traditional marketing and improve business. Greg (2011) states that the biggest opportunities for marketers in the digital space are in the areas of loyalty and advocacy. For example, in the area of mobile marketing, many of the efforts are electronic editions of old analog efforts, such as retailers e-mailing special offers and discounts to consumers in their database.

Here too, however, there is much that is new and different. For instance, Kraft’s ifood puts up cooking tips and recipes. The North Face’s app offers valuable information about outdoor adventurers to consumers who use their products. The British brand ASOS only uses a social media platform that allows consumers to customize their products and buy them in its online store. The enhanced capabilities that digital makes possible are far too substantial to ignore. In addition, ASOS is a most successful brand on digital marketing. David Nieper already building relationship and loyalty with consumers, but follow the flow of digital marketing trend, push forward social network platform is necessary for improving business.

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How to promote David Nieper’s social network platform?

Nowadays, many companies are building relationship on social media platform for promote business and take it become to main marketing strategy. Litster (2014) states that providing value could promote the business on social media platform. It is important to establish content that interests the followers. That could mean posting tips on the best practices, providing access to social networks, or supplying different deals on products and customer services. We suggest create some interest topic to attract visitor’s attention and comment on David Nieper’s platform. Litster (2014) says that enhance the rewards for virtual check-ins. For a specific period of time, double the points each time a customer checks in on Foursquare and triple the points each time he or she brings a friend. Their friends on social networks will see when people comment or like your information on social media platform. The information and free advertising are staring spread.

Mostly gift marketing is easy to attracting customer’s attention by digital marketing, and attract people emotional shopping. We suggest giving a gift to the customer who order the product from social media platform. In addition, doing strategy of co-branding with the brand which also British brand and would not influence David Nieper’s business. It would be directly reduce the cost by advertising and create new consumer more efficient. Dontigney (2014) suggests that the marketing strategy of co-branding could save companies money by spreading the direct costs between two companies’ marketing budgets. 36creative (2014) states that the benefit for co-branding serves at least 2 parties by trading for improved business of both brands. This marketing strategy is one of good way to quickly introduce and publicize a brand to another vendor’s consumers who are loyal but who never had an opportunity to see the special brand.

Co-branding training many successful business, such as H&M with Alexander Wang, BMW with Louis Vuitton and Nike with Apple. Take example from H&M, Alexander Wang and H&M is one of successful co-branding’s case in fashion brand. “Alexander Wang” is a well-known brand and fast fashion “H&M” are not exactly the same caliber when it comes to quality and price. The price of the products which from about £300 to over £1000 by Alexander Wang. Whereas, products sold by H&M tend to go from up to about £12. On the other hand, that discrepancy in pricing is one of reason that these two brands decided to cooperate with one another. Co-branding could makes H&M support their brand positioning on the fashion trend and fashionable, and also to offer exclusive branded items for a limited time. In addition, the high-end design brand, such as Alexander Wang could expose the name to new generation of potential customers

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As mentioned above that gift marketing could attract customer’s purchasing behavior. We suggest to choose British brand “Cath Kidston.” They have multiple types of products, such as bags, lifestyle products and product for travel.

According to the information which from internet, travel is one of important part for old people in Britain. Following David Nieper consumers lifestyle, the strategy of gift marketing choose travel set which from “Cath Kidston” is a good choice to increase business. Moreover, the strategy could make more people know about the brand and even purchase from the brand.

How to link David Nieper’s email marketing with social media platform?

According to interview that David Nieper’s orders made up over 50% from email marketing, and target customers age are up to 70 years old. Although email marketing does work by David Nieper in the moment, social media platform could become the trend of marketing day by day. Moreover, Facebook is the most popular social media vehicle at present, almost about 80% people used Facebook. In addition, as mentioned above that old people are the fastest rising users of social networks. We suggest only use the most popular social network platform (Facebook) to promote business and marketing. Moreover, sitting point of junction on David Nieper’s email could give a link in the e-mail webpage that can connect to FB directly, it is easier for customer to access and use Facebook. The strategy of combining social media and email could help David Nieper maintains Facebook page, to create new customers from the platform and makes business developed as well.

As the strategies has mentioned above that to promote social media could use AIDA Model for improve its business.

Attention:

Desire:

Taschetta (2012) says that people could feel special when they receive a gift.

On account of they will feel the giver specifically selected the gift for them.

Nowadays, gift giving is catch on which brands as a strategy to connect with customers. As Bob Garfield, a prominent commentator and analyst of advertising and marketing, recently wrote, we are now in the “Relationship Era.” One of the best way to form or strengthen relationship is via gift giving. Through giving shoppers a gift, retailers get hyper-efficient marketing that could truly change customer behavior and create profitable new business at the scale they want. Furthermore, consumers feel a different connection to the giftgiving retailer. It will bring future loyalty to the brand. The brand on the verge of an important shift in the advertising by economic, and the increase of gift marketing.

Social media and online catalogs is free advertising. To increase the interest of e-catalog to attract consumer’s attention and makes point of junction easier to link products together could strengthening consumer desire to buy the products.

Create interesting topic makes discussion between members and the brand. In addition, people could writing feedback on Facebook to build relationship with consumers. It would make people feeling special to choose the products on David Nieper.

Interest: David Nieper’s products which are focus on high quality, handmade, soft and made in England. Ashe-Edmunds(year) suggests that e-catalogs could save on the cost of printing and environmental protection. In addition, it is allow retailers to update prices, products and promotions faster, some of brands are put their products in an e-catalogs. The products which could grouped and displayed in a similar style to an e-catalogs. Moreover, customers can sort items by prices, category, style, type and other criteria. These catalogs allow consumer to purchase immediately. Although David Nieper already had e-catalog, the catalog style is not interest enough to gain shoppers’ attention and promote business. For example, the British brand “Burberry”, their online catalog is abundant and easy to link other product which are same style. Thus, it could increases business by the brand. Online catalogs could stimulate shopper’s interested to shopping online and create new consumers easier.

Action: As mentioned above that gift marketing could rise sales volume. First of all, we suggest that organize event on social media platform regularly. Organize event on Facebook platform could get free marketing, advertising and propaganda purpose. When people join in the activity and comment on social network platform, they could bring their friends together on Facebook page. Active would help the company spread their information and products more quick, and also saves cost.

David Nieper is good at customer service.

The phone call between consumer and the brand could build relationship and loyalty.

Fur thermore, makes consumer service stronger can increase sole of volume and create more loyalty customer. Improving customer service by digital marketing could make people feel special and emotional when they talking face to face. In addition, Skype is a good choice to doing better service by tool.

First of all, Barringtoncastle (2012) says that by using Skype for business, your company can benefit from low-cost calls. It will allow the company save on the cost of business calls, but without skimping on the quality of the customer service. Skype has been used by many businesses, it aims to decrease communications costs. The digital marketing has created a win-win situation for business.

Reco mme nda tion

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lfreton-based women's fashion designer David Nieper is the latest company to benefit from the Derby Enterprise Growth Fund. A £245,000 grant is expected to boost exports at the manufacturer and create up to 35 jobs (insider, 2013).

H

owever, as David Nieper attempts to gain more consumers and even younger than before, our team aim to make a digital marketing strategy for David Nieper. As mentioned above, Ofcom (2015) illustrates that since 2012, the percentage of British people using smartphones increased from 39% to 66%. Moreover, since 2012 the percentage of the age group between 55 and 64 years old who use smartphones has more than doubled (from 19% to 20%), the age group of customers to David Nieper are 64+, as the reports shows that more and more elders has increasingly using social media, our teams aims on Facebook that could be combine with e-mail, sitting point of junction on David Nieper’s email could give a link in the e-mail content that can connect to FB directly, it is easier for customer to access and use Facebook. The strategy of combining social media and email could help David Nieper maintains Facebook page, to create new customers from the platform and makes business developed as well. Even though, David Nieper produce their own paper catalog, it is recommendable that David Nieper could utilize e-catalog through the link within e-mail, people can see David Nieper’s products and even could order through it.

M

oreover, visual marketing by editing images in e-mail layout, according to the primary research of observation, David Nieper’s e-mail content is lack of images and links. According to Cabo (2016) states that huge wave of visual attack is taking over the online market, it is recommendable that David Nieper’s e-mail design could add more images and even the link in regards to social media such as Facebook.

I

n the area of the phone call, David Nieper has a strong base of phone call between customers, but it is considerable that it might increase David Nieper’s cost of phone bill. According to Barringtoncastle (2012) states that, the function of Skype is as same as phone call, and the company could be benefited by lowcost calls. In the line with the primary research of interview to a staff who works in David Nieper says that customers could even talk to the staff over an hour, so it is recommendable to use Skype instead of phone call to lower the cost.

F

ollowing the Women Institute (WI), there are 214029 members in WI, even WI produces their own magazine, which named as WI Life Magazine (WI, 2016), as a huge amount of people in this institute, it is an opportunity that David Nieper could post their ads into WI life magazine. Moreover, the average age of members and their social statement in WI is just related to David Nieper’s target customers, it could help to increase David Nieper’s exposure and gain more customers from it. According to WI (2016) shows that their members love to travel and even take 3 holidays a year. It is suggestible that David Nieper could cooperate with travel agency, David Nieper factory could be one of the tourist attractions to the whole set of journey and the campaigns or activities information could be shared through Women institute.

Conclusion

D

avid Nieper aims to target women who ages from 50 to 90 years old. According to (ONS, 2015) the average age of UK population increases steadily and women will live longer than men ten years. It means that it is a great developing space in the future market to explore the potential customers who might be know how to use social media. Furthermore, there is significant grow of senior population utilizing social media in the future.

Thus, it is necessary for David Nieper to take actions to run the digital marketing. The report states from Mintel (2016), the growth of email marketing will be massive. Due to emails stands out of the other might be the rise of smartphone usage. In terms of email connection with social media, this report indicates some of approaches in order to make a connection through email.

For example, attach those social media links in the mail or send e-catalogue by email. Secondly, in the part of analyze of life style in UK old people, the consumers in this age range tend to buy the high quality products that present self-identity rather than impulse buying. Similarly, David Nieper keeps the concept that gives the women traditional and delicate wear to build the elegant image.

T

his kind of transformation will be an enormous help for David Nieper to maintain the current customers base, improve customer loyalty and grasp the new market share because of the premium products and customer service. Whatismore, it is crucial that invite some of celebrities to endorse their brand such as Sandy Shaw, Joanna Lumley, Helen Mirren. Thirdly, compared with the two core competitors, Cotswold Collection and John Lewis, David Nieper has the clear advantage in products and customer service, however, David Nieper need to improve communication strategies to pass on the brand sprite and story to target more new customers. Finally, through the detailed analyze of the current digital marketing, more than half current consumers order by email. Facebook as the most popular social media, the email marketing and social media platform as the two important development direction. Moreover, the gift marketing is a feasible plan to mix the digital marketing that attracts more customers to focus on the Facebook page.

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DAVID NIEPER

Appendix1. SWOT S

The USP in the UK is that the products label shows ‘Made in Britain’, and it is associated to quality, credibility and a level of class (TheGuardian, 2013).

David Nieper ensures that if the customers are not satisfied with the products, they provide free returns policy (David Nieper, 2015).

David Nieper provide an alternation service, if the customer requires for the size alternation (David Nieper, 2015) Mills in Britain, France, New Zealand, Australia, Switzerland and Germany, can be sure of the finest quality (David Nieper, 2016)

W Having poor social media engagement results in missed sales opportunities and poor customer retention (Eugenia L., 2016)

O In

recent years, social media has increasingly used as a marketing tool, and it continuously to be a part of marketing strategy across various industry (DonnĂŠ Torr, 2014.)

Older people are a benefit, rather than a burden, to the economy and society (UCLNews, 2012)

T As the increasingly of aging population, business could be suffered from a labor shortage (Isabel, 2002).

According to our interview with the employee in David Nieper says that the process time of production takes quite long time.

Appendix2. PESTLE P The political issue within Greece affecting Eurozone. With Greece attempting to bail out of the Eurozone it is creating a very stressful situation in Europe. As the EU tries to focus on big investment plans and ways to restore growth cross the continent, another nail-biting Greek drama is hindering the progress (BBC news, 2015) David Nieper announced that 28 nations in EU members shown 30% of the world gross product in 1980, but in 2016, they went downward to 17%, so, David Nieper is not afraid if UK would be independent. (Paul, 2016).

E The Chancellor of the train school states that skill is the weakness of British economy, so he set a 0.5% apprenticeship levy which is paid by employers and invest 5% of all in skills (David Nieper, 2015).

Fashion industry’s contribution to the UK stands at 26 billion pounds, up from 21 billion pounds in 2009 (FashionUnited, 2014).

S David Nieper, the family company has grown stably, for the reason is that customer is always the priority, customer keep coming back (David Nieper, 2012).

Since social media has increasingly used across all ages, older generation has built the enthusiasm and embraced new networking tools (Mary, 2010).

T As social media has been increasingly used, social media is accessible for one person to communicate with hundreds or even more people to know about the products and the companies that provided by them (W. Mangold and David J., 2009).

L David Nieper used testimonials and guarantee to help reassure customers at the critical moment when they are about to pay (Mel Henson, 2011).

E How do David Nieper deal with the waste material and fabric?

Appendix3. Interviw with David Nieper Q1. What’s the idea to set up Travel section?

Ans: The idea is provided for customers who are looking outfit to travel around such as have a cruise trip to Europe. Travel products are provided based on summer season rather than winter, due to summer is peak travel season in the Uk. In fact, our sales are performing nice in this area.

Q2.What’s the size range of product and most popular size?

Ans: size range is from 12-28 or S- 3XL. The most popular size is 12 and 14. However, if there is any problem of sizing, cutting or fabric, it can change and adjust instantly. Also it is free to post return.

Q3. How many samples do you make for each product and how many units do you manufacture for each product??

Ans: Normally, we will have 1~3 samples for each garment, the size will be made in size 12-16. In addition, all the samples will go through water test. The first batch of product is around 20 ~25units, afterward, it will depend on sale to manufacture the second batch of product.

Q4. In which way do you capture customers the most??

Ans: 50% of sale is based on phone calls, the rest of it is coming from catalogs or company online shop.

Q5. What’s the process do you generate a product??

Ans: Anticipate trends for the next season and participate the next season fabric exhibition and then go through design the product.

Also forecast cost of production and make a prototype and produce sample before mass production.

Q6.How many catalogs do you print in a year?

Ans: We are generating 9 millions catalogs in a year, it will produce a dozen of catalogs in a season. Whatismore, our catalogs are divided into two different types. One of catalog is much more fashionable product and have special and trendy pattern. The other is filled with David Nieper style and traditional type of clothing.

Q7. What is your brand essence?

Ans: We care more about quality, design, customer needs and customer service. For our brand image, we prefer to tell a story rather than just sell products. We do really work on building relationship with our customers. We spend a lot of time to communicate our customers to make sure their order and deal with any problems. Personalization becomes our unique selling point. Especially we listen to customers voices and make phone call to every customers so as to understand their needs.

Providing right product and service to customer which is the concept of slow fashion.

Q8: Who do you think competitors may be?

Ans: Cotswold Collection, John Lewis and Independent boutique shops.

Q9: How many percentage of sale in England and EU respectively?

Ans: 85% based in Uk, 25% in the Europe.

Q10: Have you done any advertisement, if you have what kind of approach did you apply?

Ans: TV ads, newspapers, magazine and so on.

Q11: Does emails really work to the customers?

Ans: Yes, it does really work. We put an effort on understanding customers needs and response their requirements. No matter in which way do they order the product, we must contact with them directly in order to make sure customers needs.

Q12:In SWOT analysis, which part do you think that is David Nieper’s threat?

Ans: We are facing of losing our customers because the majority customers age group up to 65 years old. There is high chance to pass away in some reasons, that will be one of reason become our threat. Also, long lead times will be our another threat due to we make sure each process are making with high quality standard. In addition, we are making personalized product to customers in order to manufacture right product to satisfy consumer’s needs.

Q13: Do you have regular sale in a year??

Ans : We don’t have regular sale because we have limited production in each garment and discount will damage brand.

Appendix4. Interviw with Katherine Townsend Q1. What is the frequency of older women that go to cruise trips or tours?

Ans: 2-3 times a year, they often go for holiday in winter time because they would like to avoid cold weather in the U.K. Normally, older women will go for holiday wasn’t on school holiday due to reasonable price.

Q2. Is there any database that we can find for women over 65 has increasingly used social media?

Ans: Advanced style. It is true that there are a lot information shows that the number of older women tend to learn how to engage social media. The purpose of learning is that keeping relationship with friends and keep up with trend.

Q3.Would this level of age group be influenced accepting a new brand by advertising?

Ans: It depends on personality. By and large, company have to advertise in the right way and different new solution in order to get their attention.

Q4. Where do they prefer to shop or do they have preference brand to purchase?

Ans: They would probably shop specific brand in department store like John Lewis or other department store. They tend to shop in different places to get their pieces. They normally have their preference brand to present their style but they care about quality, cutting, design and so on. From this point of view, there are many reasons will affect their purchase decision.

Although Mark & spencer their target market is mature and older women, yet according to Dr. Katherine, she found out some of fashionable senior women think M&S products still a bit old fashion.

Q5.what kind of elements would influence their purchasing?

Ans: They care about fabric, style, quality rather than price. They want to buy clothes which is last longer therefore they are more aware of ethical issues and sustainability.

Q6.What is the attitude of elder women when learning social media?

Ans: In general, they feel fun, interesting and look where they are at the moment.

Q7.Would women in this age group prefer to shop by themselves or with family or friends?

Ans: By and large, they would like to shop with friends or their partners.

Q8.Is it influence a lot to elderly women by peer group?

Ans: Yes it is. Because friends usually have similar taste or understand each other deeply so that friends usually can provide right suggestions for them.

Appendix5. Email SWOT S Email is favorited by 70% people as a communication channel (Mintel, 2016).

Earning the highest ROI than other digital marketing distribution channels (Mintel, 2016).

By using the real-time survey, email increases 52% of replying rates and reduces 36% of complaints (Mintel, 2016).

Retailers is able to reach 2 million opted-in email addresses at the start point with almost zero cost (Quist, 2014).

Email can broadcast to more audiences than television programs nowadays(Quist, 2014).

W Email is sometimes being inflected with unwilling virus such as some "spam" (junk mail) (Utton, n d).

Internet-required.

Email is lack of personal touch with irrelevant subject title and content (Steers, 2013).

O Attaching social media links in and introducing customers to the community the content.

Attaching E-catalogue in the content.

Connecting with visual dressing room with is on the trend right now(Dunsby, 2015).

Visual marketing is more and more important from 2014 (Cabo, 2016).

T It will be overloaded when treated email with DM marketing strategy (Quist, 2013).

By using wrong wording like "save", "free" and "buy", it would direct the email to the joke box (EasyAMTP, 2015).

Appendix6. Gantt Chart

Appendix7. David Nieper project management

DAVID NIEPER

DAVID NIEPER