UK/ USA Report - Grensons FMB by Alice Taylor

Contents

Introduction

Conclusion

Methodology

Appendix

56-58

Image References

60-64

References

66-67

Bibliography

68-69

Where is the brand now?

Alice Taylor N0841768 Word Count: 3291

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

Brand overview Heritage Vison & Mission Product offer Consumer UK Identity prism Brand Health London Stores Market health Brand Positioning Macro Trends PESTLE UK & US SWOT UK Porters 5 Forces

8 9-10 11 12 13 14 15 16 18

20-21 22-23 26-28 29 30

Where should the brand go? Alice Taylor Signed .................................................................................

Vision & objectives Essence US Primary Research US Consumer Consumer Segmentation

36 37 38 39 40

How is it going to get there? Market entry overview SWOT/ TOWS ANSOFF Marketing Mix Phased Enrty 2

44 45 47 48-49 50-52 3

Introduction

Methodology Research objectives

This report will explore the success of a luxury British shoe brand Grenson’s in their current markets and how they are able to expand with success into the United States. Conducting primary research in the UK, USA and researching into secondary data can provide an in-detail analysis of both markets. A marketing strategy will be created so suggest the lowest risk methods of moving into the USA.

◊ ◊

Identify Grenson’s Key Consumers Measure awareness of the brand in the UK and USA

Primary Research Quantitative and Qualitative research through an online survey with 50+ respondents. Online surveys produced for each market. One for the UK which will measure the current awareness of the brand current buying trends of consumers. One for the US which will measure the awareness of the brand and potential buying habits of the consumers who shop at competitors in the USA . Store observations in London UK, understanding the consumers the store attracts and visual merchandising strategies used in store. Secondary Research ◊ Online Databases and reports were used to analyse the current brand health and the market health of shoes and genuine leather products. ◊ Social media platforms that are used by Grenson and their competitors.

Where Is The Brand Now?

Grenson’s Heritage

Brand Overview

1866

Grenson’s was founded by William Green he began to launch the shoe brand in Northampton.

1874

William Green opened the factory at Green Yard as his business grew. He now needed to increase production and a milestone of being the first factory in the World to use the Goodyear Welted method of shoemaking. (Heritage | Grenson Shoes, 2020)

1901

William Green passed away with his son CAK Green inheriting the family business

Grenson shoes is a UK based brand who sell luxury leather goods like shoes. They are a brand that pride themselves on their history and heritage with “Shoes being made in England for over 150 years” (The Archive Collection | Celebrating 150 Years of Handmade Shoes | Grenson Shoes, 2020). The highly valued history of the brand is mirrored in each other aspect of their brand including products themselves packaging and marketing. They use a craftsman ship that is truly British and highly valued as a long-standing shoe and investment piece.

1913

The brands name was changed from William Green and sons to Grenson’s and an abbreviation of the original name.

1914-18 8

As the war broke out Grenson stepped up for all British soldiers and allies of the UK during the war, this gave the brand a respected image. 9

1939-45

the second world war began and once again Grenson were invested in helping and made an innovative boot for UK and allied soldiers during the war.

2008

The first ever Grenson shop is opened in Liverpool Street in London. (Heritage | Grenson Shoes, 2020)

2010

Grenson is bought out by Tim Little began adding modern touches to the brand, with expanding further into London.

2020

-Grenson has 5 physical stores across the UK and have hundreds of stockists around the world. With the launches of ranges outside of shoes like fragrances and dog accessories.

Brand Vision They want consumers to have their brand at the forefront of their mind when thinking of luxury shoes but also to become renowned for both industrial footwear industry but also leather goods in general. They constantly will use innovative methods to evolve and modernize the brand.

Brand Mission Grenson’s has a mission to manufacture high quality and luxury shoes that are comfortable and stylish. They also are intended for lifetime, and aim to build a social aspect to the brand with relationships with customers who have purchased, and those who intend to. The loyalty of customers is part of Grenson’s main goal with elements to their brand that are constantly improved to help built customer rapport.

11 11

Product Offer

Grenson Consumer

Grenson currently targets men and women 24-35 in the UK. The consumer values style and individualism, and like their style to represent this with high quality and durability. Grenson’s consumer is affluent and intelligent, reflected through style choices. They prefer luxury items that are high quality, they are likely to live in a city, such as London. Wearing clothes that could be seen as quirky or vintage, placing them in a hipster subculture. As the female lines were a late addition to the brand Grenson does focus more on their male consumer by offering a wider product range. Their newer target is a city based young professional, again male or female. They value their online presence and want to show their high quality lifestyle through their clothing choices Grenson’s stockist channels like Asos represent a younger buyer.

Grenson Identity Prism

Brand Health UK

Picture of Sender Physique

Personalisation

‘The Good Shoe’

Timeless , Luxury and confident

Culture

Relationship Durable, An Investment, Trustworthy and a personalised buying experience

Heritage , British Patriotism

Reflection

Self-image

Comfort and style

Fashionable and mature

Grenson’s brand health has begun to dip in the past few years with a decrease of £1 million in profit between 2017 & 2018. However between 2018 & 2019 an increase of £449,228 total equity (Companies House, 2020) Grenson’s heritage is beneficial to them as in the 2019 footwear retailing statistics 3% of respondents selected that the reason behind buying footwear was because the company sells Britishmade footwear (Mintel, 2020). With 80% of respondents stating that Grenson’s use of their heritage as a selling point will and does work for them shows that their patriotic stance and pride as a company does encourage sales. Grenson’s brand health has also been at a downfall since 2016 when a store was opened in New York City, however the store closed down later in the year due to lack of sales.

Primary research however shows that out of 46 UK respondents 96% hadn’t ever actually come across the brand (Appendix 5). Although never hearing about the brand 45% of respondents had said they would purchase a pair of Grenson shoes (Appendix 7).

Picture of Receiver

J. Kapferer (1992) 14

London Stores Grenson has five stores throughout London of which are within the cobblers of London. These stores give have an original feel from the outside and the stores are situated near their competitors. The Visual merchandising of this store is reflective of the brands heritage with an old and traditional shoemaker feel with displays that feature old time chairs and shelves. Also the consumers seen browsing within the store fit the UK consumer, along with the staff who were knowledgeable about the brands past and the quality of products sold.

Market Health UK What style show do you most likely wear? (Appendix 2)

98%

The primary research conducted shows that trainers are currently the market leader in foot retailers and from Grenson’s newest collaboration with New Balance they are clearly attempting to enter a new market of shoe. However as the brand is well renowned for the boots and brogues they make it is clear there is still a high demand for this type of footwear.

Footwear retailing statistics show that specialist shoe stores encourage consumers into buying shoes more than any other way, with 41% choosing Specialist stores. (Mintel, 2020)

What social media platforms do brands have the most influence to you on? (Appendix 1) Twitter Pinterest

Facebook

19%

Snapchat

17% 2%

Instagram

The market health of promotions through social media for luxury brands show that Instagram is the most influential to consumers. For Grenson they do use Instagram however this has low engagement

Clothing and footwear consumer price inflation experienced deflation in 2019, with an average of -0.9% for the year compared with a 1.7% overall consumer price inflation rate, reflecting the promotional state of the fashion market. (Mintel Reports: Menswear - UK - March 2020, 2010) 18

Trainers

Boots

Flats

Heels

Loafers

Brogues

Brand Positioning UK

Brand Positioning US High Heritage

High Heritage

Hackett was established 1979 in London. Hackett shoes are built with high quality materials and are endorsed throughout luxury brands like Aston Martin and The Henley Royal Regatta, giving them high publicity across the British consumers . Grenson however does have along standing heritage which will give them a stronger brand image and a unique selling point.

Low Price

Low Heritage

High Price

High Price Crockett and Jones are very similar to Grenson in their heritage. They were also established in Northampton, but 10 years later in 1876. They also are similar in manufacturing and price point and also have a store in the USA. Meaning for Grenson the could be classed as a secondary to C&J as America are already exposed to the high quality and rich heritage shoe brands.

Red Wing shoes have a long and strong heritage similarly to Grenson, however they originated in Minnesota USA in 1905. Red Wing shoes are also built for durability with “premium materials into supremely durable boots and shoes” (Red Wing Shoes, 2020). They are however priced slightly lower and so Grenson consumers in the US could be swayed to Red Wing shoes.

Kenneth Cole doesn’t have a strong heritage however does have a strong US consumer. They began in 1982 which gives them modern ideas such as sustainability and ethical business standards. Their shoes are high quality but high street pricing and their extensive product range will draw in a wide market of consumers.

Low Heritage

Macro Trends Digitalisation Digitalisation is a trend that will influence the way brands reach consumers and how consumers buy goods. This means e-commerce is becoming the first choice for may consumers. Online stores offer a different buying experience to in-store and allows consumers to purchase with ease. Statistics show that online retail is increasing yearly and “e-retail sales accounted for 14.1 percent of all retail sales worldwide. This figure is expected to reach 22 percent in 2023” . For the future of Grenson they will have to ensure their online buying experience lives up to just what the store would also be offering. Competitive brand “will seek to elevate and empower their customer service teams, aspiring to offer a high-touch, top-tier level of service online.” (Hawkins and Stott, 2020) Meaning Grenson will have to continuously keep modernising their social media profile and e-commerce platforms.

Value for Money Consumers are becoming more inclined to buy high quality and investment pieces rather that buy mid-market or high street items. “94.5% say that value for money is the most important thing their favourite brands offer” (The New Sobriety, 2008) For Grenson the idea that their shoe is an investment piece with repairs allow the 21st century consumer to buy into the brand for the durability and value for money that Grenson offer. The “new consumer is emerging who relates value to quality and design rather than cheapness.” (The New Sobriety, 2008) and for these consumers it’s for the benefit of maintaining their ethical and ecological values. For consumers ‘It is becoming cooler to have something for five years,’ Consumers are seeking for items that will last and are high quality and durable. The strong heritage that Grenson also has gives the impression that their products don’t go out of style and there for consumers are buying clothes each season.

PESTLE UK

USA

Political Ec on o m i c 26

Uncertainty around Britons future will have big impacts on companies and consumers buying habits. With 37% UK consumers say they expect Brexit to have a negative impact on the UK’s unemployment levels and 46% of UK consumers say they expect the cost of living to be negatively impacted as a result of Brexit (Mintel, 2020)

Donald Trump’s election in 2016 created uncertainty in the USA with trade and employment both being severely affected and “the US has a trade in goods deficit with the EU of $38bn, with about $78bn exported to Europe from the US, and $116bn going the other way meaning tariffs on exports will be raised by 10%” (Partington and Elliott, 2020) Meaning Grenson may be affected by the import costs of their products.

After the British referendum the British pound “suffered an average weekly loss of 0.4% and down by 1.6% against the Euro compared to the previous month” (The Telegraph, 2020). This means for businesses to import products it becomes more expensive, and there for Grenson to produce their products in the UK it costs more to import the raw materials used for Grenson shoes.

Low unemployment levels are likely to contribute to further consumer income growth and rising per capita income levels and with high disposable income levels in the USA, consumers are predicted to increase discretionary spending (Passport, 2020). With unemployment influencing consumers to spend more it is possibly a good time for Grenson to move into the United States market.

USA

Social

Vegan-ism have a big influence on consumers buying habits with the vegan leather market will be worth $85 billion by 2025 and vegan and cruelty-free fashion market making up 73% of purchases. (Infinium Global, 2020) meaning that the product development by Grenson of vegan leather will expand their target consumer range.

An ageing population in the USA is predicted to grow from now till 2060. The number of Americans ages 65+is going to nearly “double from 52 million in 2018 to 95 million by 2060, and the 65-and-older age group’s share of the total population will rise from 16 percent to 23 percent” (Mather, Scommegna and Kilduff, 2015)

Legal

UK employers must agree to pay at least the national minimum wage (NMW) to workers up to the age of 25 (Minimum wage in the UK: British salaries and wages | Expatica, 2020). Meaning that Grenson has to follow UK Labour Laws by paying their workers at least minimum wage.

The United States laws slightly differ from those in the UK with laws involving and controlled by The Federal Trade Commission. The FTC deals with issues that touch the economic life of every American (Retail Law, 2020). The purpose is to prevent unfair methods of competition in commerce Grenson there for would have to consider different trade laws when selling directly in the US. (About the FTC, 2020)

SWOT UK

USA

Technology

With technology growing and e-commerce following, 80% of digital commerce is expected to be mobile-based. With 30% of digital commerce in Western Europe and 40% in the USA. (2020 Digital Consumer Index: Identifying Investment Opportunities in the Internet Era | Passport, 2020) For Grenson this will mean that their online presence will have to reflect to statistics of digital commerce with convenient payment options and efficient mobile applications.

Social media in USA is very popular with 79% of the population (U.S. population with a social media profile 2019 | Statista, 2019) using and therefore being influenced daily by brand ads and connections with people. The average price that a brand pays for an ad to be seen by 1,000 people on social media was $5.35 USD in late 2019. This is down from $5.53 in late 2018. (Global social media ads CPM 2019 | Statista, 2020). Meaning it would be a good time for Grenson to begin marketing through social media in the USA.

Environmental Consumers are more aware of sustainability, and how environmentally aware the brand is. “people most likely to buy fashion items from somewhere that has sustainable fashion ranges” with 35% of candidates voting yes. (Mintel, 2019)

The US has a law known as the Clean Air Act which is a “comprehensive federal law that regulates air emissions from stationary and mobile sources” (Summary of the Clean Air Act | US EPA, 2020) Grenson needs to ensure that their products are environmentally friendly which will make their CSR (Corporate Social Responsibility) better.

Strengths

Weaknesses

◊ Grenson have a strong heritage and background, establishing in 1866 and manufacturing in the same place since. ◊ High quality craftsmanship from the “Goodyear Welted” soles meaning for a long lasting product. (How Grenson Handmade Shoes Are Made in England | Grenson Shoes, 2020) ◊ Collaborations with other brands like New Balance and House of Holland. ◊ Celebrities like Hailey Beiber, Holly Willoughby and rapper YG representing the brand

◊ Low brand awareness with only 4% of respondents from primary research knowing about the brand. (Appendix 5) ◊ Currently only having physical stores in London reduces their potential consumer reach. ◊ Grenson has low activity and presence on social media, there for not reaching potential consumers.

Opportunities

Threats

◊ Attractiveness of British culture, means opportunity for expansion ◊ Grenson’s premium prices is a threat as competitors can sell products into the USA. of asimilar quality for a lower price. ◊ Vegan trend increasing, meaning demand for vegan leather is ◊ Manufacturing of Grenson’s shoes can tale up to 8 weeks, so increasing. consumers may go elsewhere for a shorter time period of production. ◊ Previous collaborations with House of Holland allow for other ◊ Increased competition as replica’s or similar styles flood the high collaborations. street stores. ◊ The Utility style boot is forecast to be a key Item for A/W 20/21 (Sturch, 2019).

Porters 5 Forces Threat Of Entrants Most footwear retailers are high street and online sellers their own shoes secondary to their main product offering. So the Luxury shoes that Grenson sell are niche. Brands are however are expanding their product ranges once they’ve established a good portfolio, and entering the footwear market. Power of Suppliers The UK’s “leather industry has an estimated annual turnover of 195 million pounds” each year (Made in the UK: Ensuring the survival of the British leather, 2014). This means that the British leather suppliers are in control. Grenson also cannot find other suppliers as the quality of leather and ease of craftsmanship may be impacted.

Competitive Rivalry The footwear market is increasing with both high end and high street brands launching footwear ranges, meaning that there are cheaper alternatives. Grenson shoes are an investment and therefore repeat purchasing is unlikely as they are durable and offer repairs so once a grenson pair is purchased competitors wont have those sales.

Power of Buyers Grenson stocks in their physical stores in London. However only through department stores across the UK and USA, Meaning they don’t have total control of how their product is presented and viewed by potential buyers, department stores may place cheaper alternatives near to Grenson products meaning the consumers will be swayed. It is also harder to attract loyal customers as there is no buying experience in a large stockist store.

Threat of Substitutes

The risk of new entrants is low as the triple welt sole is difficult to recreate and so the risk of substitutes of the same quality is low. However cheaper and more casual alternatives are available from high street brands, therefore Grenson is now competing with unexpected brands. 31

Where Should The Brand Go?

Brand Vision & Objectives

To keep the heritage of the brand alive whilst being able to adapt and innovate ◊ in the world of shoes (The Shoemaker – The Tim Little Interview, 2020)

Emotional Benefits

Personality Benefits Longevity

To continue striving for constant quality, ethical production and authenticity ◊ to the brand.

Patriotic

Luxury

Innovative

Intellectual

◊

Authenticity

Quality

◊

To be a timelessly British brand that is recognised and sold Globally.

Loyalty

◊

Individuality

Stylish

Responsible

◊

Brand Essence

Sophisticated

Technical Attributes

USA Primary Research What social media platforms do brands have the most influence to you on? (Appendix ??) Pinterest

US Consumer

What will influences you to buy a pair of designer shoes? (Appendix??)

Twitter Heritage & Background

Facebook

Grenson will also target both men and women age 25-35 in the US. The US consumer would still have the same sense of Individualism and be a person that values the heritage behind the brand and wears Grenson shoes for they stylistic image and to be set apart from mainstream brands that are mass produced. The consumer would be a city dweller in state like New York, Ohio and Michigan. As Grenson shoes are made for cool climates however other ranges would be worn in California and Florida.

Current Trends

Price Instagram Quality

They select luxury items that are high quality, for everyday and work-wear, as they are in a high paid and secure job. The Us consumer may be seen Wearing clothes that could be seen as a bit quirky for the vintage style may place them into the hipster subculture. They also value their online presence and want to show their high quality and well travelled lifestyle through their clothing choices.

Snapchat

Respondents to a survey in the US showed the market health of promotions through social media for luxury brands in the USA show that Snapchat is the most influential to consumers, alongside Instagram. So when considering to move to the US the use of social media to increase awareness would have to centre around both Instagram & Snapchat.

Quality, Price, Heritage and current trends are the reason Americans would buy a pair of luxury shoes. This gives Grenson an advantage when selling in the US as they have high quality and reasonably price shoes, with a rich heritage that attracts US consumers. However 0% of respondents said that ‘celebrities/ Influencers’ and ‘Sustainable materials’ influenced them to purchase luxury shoes, so Grenson will have to be strategic when entering the Market.

Consumer segmentation Demographic Grenson’s target market is 24-35, selling to both male and female, however concentrating on the male consumer with their core collections, in the demographic AB.

Geographic Grenson has physical stores in London with stockists selling globally. The stores that are in London are all central and are situated near similar brands, with a high geographic consumer of both tourists and young professionals living in London.

Behavioural The Grenson consumer is intelligent and affluent. They think carefully about the investments in clothing for the value of quality and sociability the brand has. They are bought by those who are careful and those who have researched into the brand.

Psycho-graphic The consumers of Grenson appreciate high quality and luxury products. They are professionals with a sense of individualism and their style is reflected by this.

How Will The Brand Move Forward?

SWOT/ TOWS US

Market Entry Overview Grenson has previously expanded into the USA with a store in New York City in 2016, however this closed not long after opening. For Grenson to move into the USA again they would have to consider the elements of the brand that didn’t keep it afloat in New York. Tim Little the creative Director of Grenson stated in an interview that “We have such a strong following in the USA but nowhere where they can shop the whole collection.” (Little, 2016) Meaning that the sales in the USA are strong enough for a store to open however aspects may have to be adapted expand. A phased entry plan would allow the brand to establish a strong market status with US competitors and allow consumers to be exposed to the brand and therefore when the final phase of having a physical store opens the US consumer will already have been formed through multiple roots like pop up shops, US celebrities and different social media promotions to market their expansion.

Strengths

Weaknesses

◊

◊ ◊ ◊

Grenson have a strong heritage and background, establishing in 1866 and manufacturing in the same place since. High quality craftsmanship from the “Goodyear Welted” soles meaning for a long lasting product. (How Grenson Handmade Shoes Are Made in England | Grenson Shoes, 2020) Collaborations with other brands like New Balance and House of Holland which are popular brands across the US. American celebrities representing the brand, give Grenson an advantage moving into the US market.

Opportunities

With the vegan leather trend increasing in popularity however the affects of producing vegan leather is damaging ◊ Attractiveness of British culture, means to the environment as its made from plastic, Grenson could opportunity for expansion into the USA. launch a new range whereby they are made from ocean ◊ Vegan trend increasing, meaning plastic or recycled vegan leather. The popularity around demand for vegan leather is increasing. sustainable brands would bring attention to Grenson and ◊ Build an application for increased could increase their brand awareness. Similarly to their E-commerce sales and introduction to participation during the war the ocean clean-up would also the US consumer. generate a good name for the brand.

To improve the brand awareness a collaboration with a well known brand that is known in both the UK and USA. To match their products with a brand with a similar brand essence of heritage they could increase brand awareness, and with previous collaborations reach US stars in the past like Hailey Beiber this could work again.

Threats

Grenson could begin improvement on social media engagement through celebrities that represent British culture which would increase awareness across the UK and in the US. They could also collaborate with a high street brands like H&M or Zara which are known globally and have done luxury collaborations in the past to make diffusion lines.

◊

The Utility style boot is forecast to be a key Item for A/W 20/21 (Sturch, 2019).

High street competitors that sell replicas cheaper don’t have the same standard of manufacturing as Grenson. Grenson’s ◊ Grenson’s premium prices is a threat as shoes are at a high premium price due to the length of competitors can sell products of asimilar production and quality leather used. However the length quality for a lower price. of manufacturing gives them a high quality and this is ◊ Manufacturing of Grenson’s shoes can represented through the pricing.

◊

Expensive products could cause consumers to search for alternatives. Grenson has low activity and presence on social media, there for not reaching potential consumers.

tale up to 8 weeks, so consumers may go elsewhere for a shorter time period of production. Loss of brand identity once moving into the US

Existing Markets

ANSOFF Existing Products

New Products

Market Penetration

Product Development

◊

Scout for a US brand Ambassador.

◊

Open stores in places where young professionals are positioned.

◊

Creation of an Application for e-commerce.

◊

Introduce loyalty scheme to increase repeat purchasing.

◊

Trial and experiment with sustainable materials and recycled materials e.g. Plastic or leather cut offs.

◊

Collaborations with UK and US influencers for new products that would appeal to a younger market.

New Markets

Market Development

◊

Host pop up events to expose the US to existing products.

◊

Increase social media engagement.

Related Diversification

◊

Create diffusion lines with high street brands to introduce in the US market.

Unrelated Diversification

◊

Café’s within stores to increase the buying experience and give the brand a more sociable image.

- Using user generated content - Visual content that represents the brand - Respond to comments - Follow influencers - Hold contests ◊

Use smaller product range in the US, to keep values of the brand.

Marketing Mix Price ◊

Promotion ◊

Grenson’s premium pricing reflects the products quality and so when entering the US market they should continue to charge this price. Consumers will be aware of that the price mirrors the quality. However to lower risks of consumers finding cheaper competitors they should hold promotions during their period of opening.

For Grenson to move to the USA they would have to consider consumers will not be aware of the brand or the brands history. As it is unusual for Grenson to hold promotions either online or in print this could be beneficial to move into the US. They should also generate and application to make it easier for social media accounts to link products. Grenson currently has social media however for the US they should have one for their consumers that posts content that will attract US consumers.

People Product ◊

◊

Grenson’s current product range is wide including bags accessories, and candles. So when expanding into the US they should consider only selling their footwear ranges, this would lower the risk of the US consumers being overwhelmed by the brand and losing the brands values. Once Grenson has resonated throughout the USA they can introduce different products that suit their consumers geographically.

Grenson staff in the USA stores will have to have knowledge of the heritage and process behind the brand and the products. The employees should fit the US consumer and style, The people of Grenson should be helpful in advising the right product as the shoes are an investment and do take some thought. The approachability of the employees give consumers the whole retail experience and this should carry from the minute people walk in to the moment they leave.

Physical Environment Place ◊

◊

Grenson sells mainly to consumers in London, as this is where their 5 stores are. Although the New York City store did close down despite having consumers there, Grenson should consider only selling through their own physical store and remove from stockists in the USA to generate more exclusivity and luxury feel to the brand. Their first physical store should still be in New York city, however this should be the USA’s flagship of Grenson. This would generate awareness for both US consumers and international tourists. Other states where Grenson would be popular are: ◊ Florida and California - Grenson sandals and trainers would suit the high temperatures and conscious style. ◊ Michigan and Pennsylvania - High population and large economic hubs. ◊ Colorado - Large Grasslands and National Forrest, Grenson shoes are durable for walking. ◊ Minnesota and Chicago - Cooler temperature which would suit Grenson’s core range.

◊ The store in the US should modernise their visual merchandising to introduce the US consumer to a fresher brand. They should involve the heritage with a modern feel, either through a museum aesthetic to the store with interactive elements to attract consumers, as the macro trend of experiential retail trend is increasing with “77% of brands use experiential marketing as a vital part of a brand’s advertising strategy” (Wertz, 2019)

Process ◊

For Grenson to expand to the USA they would need to ensure their website has US access, and that consumer across the US are aware of the brand through social media engagement and celebrity endorsement. To move successfully Grenson need to also be aware that by moving to the US they may not be able to use their heritage as their USP and so could use their Triple welt or Goodyear welting as a starting point.]

The second stage of moving Grenson to the US is to increase focus on consumers. As the female range was a late addition to the brand Grenson does focus more on the male consumer however their endorsements are low, on the other hand even though Grenson divert their focus towards to the male consumers there are more female influencers and celebrities wearing Grenson. To improve their consumer focusing they should encourage equal marketing through celebrities and offers. Celebrities help sell products as Holly Willoughby wearing Nanette shoes increased sales dramatically. (Morgan, 2018)

For phase 3 and to successfully build their brand in the US Grenson will have to ensure they are seen as a luxury brand much like they are in England. This may require removal of sale through stockists. The US consumer suits the Individualism trait and so the brand will reflect this through their sales routes. Pop up stores will also introduce the US market safely, this will also generate talk about the brand as consumers are more inclined to purchase from an experiential retail event. A social media account for the US consumer to be interactive with will also encourage state-wide engagement and awareness for the brand prior to opening a physical store.

First Store Opening

To also improve their brand awareness they will have to modernise to meet the needs of a 21st consumer by generating a functioning mobile application for ease in e-commerce.

Consumer Focusing

Increasing Awareness

The first stage of moving Grenson into the US would involve improvement on their engagement and awareness in UK. This means improving their social media presence, by hosting digital contests or collaborating with a social media influencers. To also reach their 20-25 consumer they will also have to improve the fluidity of content posted across all accounts, making sure they adapted for the consumer following and promote the brand for its values and heritage to keep to its roots.

Environment Change

Phased Entry

For Grenson to officially move into the USA they would require a flagship store, this will give the brand sophistication and a high end essence. The flagship store should be in Midtown Manhattan as competitors are based such as Red wing and Doc Martins stores are. However this should only be done once engagement of US social media is high enough to have a confirmed US consumer. The store should reflect the history and be modern to fit in with experiential retail, this could be with an interactive museum within the store to educate buyers and tell Grenson’s story. Another way is by having a cafe within the store as an indirect stretch for the brand. Both would indicate a store that is consumer focused, increase brand awareness as it would be new and exciting for the brand and still represent their heritage and consumer profile.

East To West Expansion

Finally to make to move into the US their consumers must be able to access the brand, and with the growth in e-commerce this is possible, however having stores spanning from east to west coast of America will increase their brand health and their financial health. Adapting for each state will give Grenson secure US market. Below is recommended focuses for each state that Grenson would be successful in and why. ◊ Florida and California - Grenson sandals and trainers would suit the high temperatures and conscious style. ◊ Michigan and Pennsylvania - High population and large economic hubs. ◊ Colorado - Large Grasslands and National Forests, Grenson shoes are durable for walking. ◊ Minnesota and Chicago - Cooler temperature which would suit Grenson’s core range.

Conclusion

To conclude, for Grenson to re-launch into the US market omni-channel marketing is their most effective route to secure brand awareness and consumers in the US. To build on their consumer touch points not only in their stores but also online with social media and e-commerce. The five phases enable the brand to successfully and strategically make that move with lowered risks. Primary and secondary research supporting that each step is going to provide grenson with a safe transition into the US whilst also improving their UK engagement. The relationships between Grenson and their loyal consumers will have to be evaluated to ensure that they do not lose communication with them and awareness of the brand becomes jeopardised. Their heritage and true British form gives them a USP that can be used across all touch points improving the USA’s brand health. If Grenson were to move unsuccessfully they would have to consider selling through US stockist again whilst slowly retreating back the UK so their brand image isn’t affected.

An old company with a young heart (Little, 2020)

Appendix - UK survey Appendix 1

Appendix 4

Appendix 2

Appendix 5

Appendix 3

Appendix 6

Appendix 7

Appendix 8

Appendix 9

Appendix - US survey Appendix 10

Appendix 13

Appendix 11

Appendix 14

Appendix 16

Appendix17

Appendix 12

Appendix 15 Appendix 18

Image References Grenson, 2020. Nanette. [image] Available at: https://www.grenson.com/uk/nanette-womens-hiker-boots-in-white-softie-leatheron-a-commando-sole.html [Accessed 2 May 2020].

Grenson, 2020. Heritage. [image] Available at: https:// www.grenson.com/uk/our-heritage [Accessed 2 May 2020]. Spade, M., 2013. Grenson Factory. [image] Available at: http://www.bucketsandspadesblog.com/2013/07/a-visittogrenson-shoe-factory.html [Accessed 10 May 2020]. Grenson, 2019. Galih Richardson Wearing Brady In Snuff Suede. [image] Available at: https://www.grenson.com/news/galih-richardson-wearing-brady-in-snuff-suede/ [Accessed 5 May 2020].

Grenson, 2020. Grenson Community. [image] Available at: https:// www.grenson.com/news/category/grenson-community/ [Accessed 3 May 2020]. Grenson, 2019. Nanette Hiker Boot Featured On Refinery29. [image] Available at: https://www.grenson.com/news/nanette-hiker-boot-featured-on-refinery29/ [Accessed 4 May 2020]. 60

Grenson, 2020. [image] Available at: https://bernardboutique.com/collections/grenson [Accessed 2 May 2020].

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Taylor, A., 2020. Grenson Store. [Photograph] London, England: Grenson Store.

Grenson, 2020. [image] Available at: https://www.grenson. com/uk/grenson-esquire-mens-sneaker-1-in-white-leather. html [Accessed 6 May 2020].

Taylor, A., 2020. Grenson Store. [Photograph] London, England: Grenson Store.

Grenson, 2020. [image] Available at: https://www.grenson. com/uk/nanette-vegan-hiker-boots-for-women-in-black. html [Accessed 6 May 2020].

Taylor, A., 2020. Grenson Store. [Photograph] London, England: Grenson Store.

Grenson, 2020. [image] Available at: https://www.grenson. com/uk/cyrus-mens-sandals-in-black-leather.html [Accessed 6 May 2020].

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Taylor, A., 2020. Grenson Store. [Photograph] London, England: Grenson Store.

Grenson, 2020. [image] Available at: https://www.grenson.com/uk/marley-chelsea-boots-for-women-withheel-in-black.html [Accessed 6 May 2020]. 61

Grenson, 2020. [image] Available at: https://www.grenson.com/ uk/hamilton-loafers-for-men-in-black-calf-leather.html[Accessed 5 May 2020].

Grenson, 2020. [image] Available at: https://www.grenson.com/uk/ archie-mens-brogues-in-black-hi-shine-leather-with-a-triple-weltand-rubber-sole.html [Accessed 6 May 2020].

Spade, M., 2013. Grenson Factory. [image] Available at: http://www.bucketsandspadesblog.com/2013/07/a-visittogrenson-shoe-factory.html [Accessed 10 May 2020]. Grenson, n.d. The Grenson Factory. [image] Available at: https://www.pinterest.co.uk/grensonshoes/the-grenson-factory/ [Accessed 7 May 2020].

John Lobb, 2020. Logo. [image] Available at: https:// www.johnlobb.com/en_gb/ [Accessed 6 May 2020]. Crockett and Jones, 2020. Logo. [image] Available at: https://www.crockettandjones.com [Accessed 7 May 2020]. Charles Tyrwhitt, 2020. Logo. [image] Available at: https://www.ctshirts.com/uk/home [Accessed 6 May 2020]. Hackett, 2020. Logo. [image] Available at: https:// www.hackett.com/gb/men/view-all/shoes/ [Accessed 6 May 2020].

Clarks, 2020. Logo. [image] Available at: https://www.clarks. co.uk [Accessed 10 May 2020]. Dr Martens, 2020. Logo. [image] Available at: https://www.drmartens. com/uk/en_gb/?gclid=CjwKCAjw8J32BRBCEiwApQEKgT57Aeis3Mn5LdT97rmCk6Ifgo6xoFzh3VrBBQK2Lzy-b34WKvHWpxoCQhEQAvD_ BwE&gclsrc=aw.ds> [Accessed 4 May 2020].

Grenson, 2020. Logo. [image] Available at: https://www.grenson. com/uk/ [Accessed 9 May 2020].

Hernandez, D., 2020. Grenson Shoes. [image] Available at: https://www.instagram.com/p/ByqwzRWhuZt/ [Accessed 12 May 2020].

Grenson, UD. People In Grenson. [image] Available at: https://www.pinterest.co.uk/pin/239113061454633463/ [Accessed 14 May 2020].

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Grenson, 2020. Ella Boot. [image] Available at: https://www. pinterest.co.uk/pin/239113061453372489/ [Accessed 6 May 2020].

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Zoo Magazine, 2020. Eddie Redmayne In Roseberry For ZOO Magazine. [image] Available at: https:// www.grenson.com/news/eddie-redmayne-in-roseberry-for-zoo-magazine/ [Accessed 17 May 2020].

Glass Magazine, 2020. Clara In Vegan Friendly Grain For GLASS Magazine. [image] Available at: https://www.grenson.com/news/ clara-in-vegan-friendly-grain-glass-magazine/ [Accessed 16 May 2020].

Ryan Roche, 2015. Fall 2015. [image] Available at: https://www. pinterest.co.uk/grensonshoes/ryan-roche-fall15/ [Accessed 14 May 2020].

Grenson, 2017. [image] Available at: https://www.grenson. com/uk/emily-womens-oxford-brogue-blue-stingrayleather-white-wedge-sole.html [Accessed 2 May 2020]. Grenson, 2020. Sophie Simnett Wearing Nanette Hiker Boot. [image] Available at: https://www.grenson.com/news/ sophie-simnett-wearing-nanette-hiker-boot/ [Accessed 18 May 2020]. 2019. House Of Holland. [image] Available at: https:// www.graziame.com/style/fashion/shoe-of-the-dayhouse-of-holland-x-grenson-boots [Accessed 6 May 2020]. Grenson, 2017. Rose By Grenson // SS17. [image] Available at: http://www.grenson.com/uk/rose-womens-oxfordbrogue-ivory-calf-leather-leather-sole.html [Accessed 8 May 2020]. Lionhouse, 2018. Grenson Project/ Logo Design. [image] Available at: https://www.lionhouse.com/project/ grenson-shoes/grenson-good-shoe-logo-resized/ [Accessed 2 May 2020].

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