Aliyah Turnbull N0670964 Word Count: 2,999
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Marketing Strategy and Planning Report: Pretty Green
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Contents 1. Methodology 2. Where is the brand now? Brand History Brand Health UK PEST Analysis US PEST Analysis SWOT Analysis Competitor Analysis Ansoff Matrix 3. Where should the brand go? Brand Vision Brand Essence Brand Positioning Consumer Segmentation 4. Marketing Strategy Plan US Market Entry Strategy Market Optimisation Strategy Marketing and Promotion Plan 5. Conclusion Appendix Bibliography References Image References Ethics Clause
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Page 6 10 12 14 16 20 24 28 30 32 33 34 36 38 40 42 44 46 48 50 53 55 56 59
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1.
Methodology
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Primary Research I conducted primary research through a range of methods in order to gain my own understanding of what general consumers know about the brand. I created a survey using TypeForm which gained 135 responses which I then analysed in order to gain access to consumers’ insight to the brand and to understand what proportion of participants had certain views of the brand and if their demographics contributed to this; which could be seen from patterns in the data. (See Appendix A-A4) I also undertook interviews with a regular Pretty Green consumer and a Sales Assistant from the Pretty Green, Nottingham store. When in New York, I attended a talk by Y Pulse whom talked about the US millennial market and gave valuable information on brands targeting the US.
Secondary Research For secondary research, I firstly looked at the Pretty Green website for research as this is obviously a direct link to the brand and its own views about what they stand for. This was also useful when looking for accurate information on the brand history. Websites such as, Euromonitor and Mintel were also significantly valuable for secondary research as they gave professional, up-to-date information on the menswear market as well as, other sources such as, Retail Week and The Journal of Advertising Research.
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TypeForm Survey We asked, ‘In three words, how would you describe the brand?’ Here were a few results:
“Indie”
“Feminine” “Individual”
“Untrendy” “Vintage”
“Vibrant”
“Retro”
“Quirky”
“British” “Alternative”
“Mod”
“Street” “Unique” “Edgy”
“Modern”
“Classic”
“Heritage”
“Fashionable”
“80s”
“Expensive”
“Urban”
“Fun”
“Oasis”
“Colourful” 8
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2.
Where is the brand now?
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Brand History 2009
2009 - Founded by Liam Gallagher; a significantly popular British musician who wanted to share his unique and characteristic style with his fans
July, 2010 - First store opened on Carnaby Street, London November, 2010 - Drapers menswear brand of the year December, 2010 - Manchester store opens
2011
January 2011 - Glasgow store opens March, 2011 - Pretty Green works with Teenage Cancer Trust; raising over ÂŁ40K for the Trust May, 2011 - Covent Garden store opens June, 2011 - Paul Weller collaboration is launched July, 2011 - Pretty Green set to open first boutique store in Nottingham October, 2011 - Quadrophenia Exhibition at the Carnaby Street store. December, 2011 - Pretty Green created a limited edition Parka and 4 print tees as part of their collaboration with The Who
May, 2012 - The Japanese Limited Edition Collection was introduced May, 2012 - Pretty Green launches its first eyewear collection
2013 12
2010
2012
January, 2013 - Pretty Green debuts at London Mens Collections with their AW13 Collection February, 2013 - Jesse Wood becomes new face of the brand October, 2013 - Pretty Green launches its first tailoring collection November, 2013 - Pretty Green continues to support Teenage Cancer Trust with Jamie Hewlett collaboration
February, 2014 - Desert Boots Launch August, 2014 - Second Glasgow store opens November, 2014 - Mick rock Collaboration Launched
2015
2014
February, 2015 - Richard Weight Collaboration Launches April, 2015 - Japan Expansion; Opening of 8 new stores June, 2015 - Pretty Green floral Gibson Guitar is revealed
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Brand Health I came to conclusions regarding the brand health of Pretty Green using both my primary and secondary research. From our online survey, when asked whether they had heard of Pretty Green, 78% of the 135 participants answered no, thus highlighting that in proportion to our population, Pretty Green are not a well-known brand to the average consumer. This could also possibly indicate that Pretty Green do not have a huge market share in terms of the menswear market; as for such a niche market, surely they would be more well known amongst the participants. Also, when asked what genre of music they tend to listen to, the majority of participants answered either Pop, Hip-hop or Chart music which are genres very different to the type of music that is associated with Pretty Green, therefore they could consider moving into working with different music genres also. Especially as 31% of the online survey participants said that music does influence their style of clothing, which could positively affect Pretty Green if they were to start collaborations with artists from different music genres.
Looking at online articles also gave me a great insight at Pretty green’s brand health. Pretty Green have been greatly successful in terms of e-commerce which is said to be increasing by 41% year on year. (Gonzalez-Rodriguez, 2015) This is a significant positive for the brand as most consumers tend to prefer online shopping in today’s society, therefore an easy to use site would work well for Pretty Green in terms of online shopping. Furthermore, Pretty Green’s international sales have also been positive especially with their brand expansion to Japan which resulted in international sales increasing by 24% in 2015. (Gonzalez-Rodriguez, 2015)
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Therefore, although Pretty Green may not be a well-known brand that is recognised by all consumers and their growth may be slow, they seem to be increasing in sales internationally and across e-commerce, wholesale and retail stores every year.
“We are particularly pleased with our record performance over the Christmas period, but also for the whole first quarter of this financial year. We have seen positive trading across all our channels to market continue over the entire three-month period, with record sales in the last six weeks to the end of December.� (Ralph, 2015)
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P
olitical
• Tensions are increasing between the UK and EU with the arise of ‘Brexit’ • Some consumers have been protesting for improved workers rights and better labour laws for workers overseas with the increased concern of ‘sweatshops’ and slave labour • The arising threat of terrorism can have an affect on both social attitudes and shopping patterns
E
conomic
• Consumer spending can depend on the time of year; increasing in the summer as statistics show that “UK consumers also prioritise buying new clothes and socialising during this period, which takes up over a fifth of disposable income.” (Washtell, 2016) • Profits seem to be unusually decreasing for the fashion industry (Daneshkhu, Vandevelde, 2016) ; simple apparel and discounted items seems to sell best amongst a wide range of consumers
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S
ocial
• Growing social movement of conscious consumption; ethical consumers are avoiding buying from unethical brands • Consumers can be easily influenced by what celebrities are seen wearing which works well for Pretty Green; a brand who collaborate often with musicians • For 2017 one of the biggest trend in lifestyle but also spreading to retail is mindfulness. Feeling good is the new looking good: More fashion players can start profiting from the wellness movement rather than competing with it. (The State of Fashion, 2017)
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echnological
• Online shopping has become a huge success and is a lot of consumers preferred way of shopping with 62% of US consumers shopping online at least once a month. (Saleh, 2015) • Social media accounts are vital to a brand in order to connect with a larger amount of consumers • “Always-on” consumers are becoming ever more sophisticated, more technology-driven, and harder to predict. (The State of Fashion, 2017) Brands in 2017 will have to work much harder to predict what their consumers want.
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UK PEST - Further Analysis Brexit could have a negative impact on the brand if they were to expand within Europe. However, there are endless opportunities for expanding elsewhere, especially as their expansion to Japan has been so successful. Some consumers are avoiding being involved with brands that produce garments overseas as there is such uncertainty on whether brands are ethical. Pretty Green produce some of their items in China which is stereotypically viewed as ‘cheap’ and could involve cheap labour which then contrasts the high prices and claims of great quality that Pretty Green stand for. Terrorism has become a huge threat in the UK recently with fear amongst consumers rising, this could negatively impact Pretty Green as increased terrorist activity can lead to consumers avoiding key shopping areas and lead to a decrease in purchasing. However, Pretty Green is a brand with an easily accessible online store that ships internationally, meaning they could possibly avoid suffering from terrorism. When looking at the economic factors that Pretty Green may come across, I found that consumer on clothing tends to increase during the summer period with these purchases taking up over a fifth of their disposable income. This is great for the selling of Pretty Green’s Spring Summer lines they have previously created and could also give the brand ideas for creating promotional offers for their consumers during winter in order to maintain and increase profitability. Also, profits across top high street retailers fell in 2016 as people are trying to save money and only buy discounted items, therefore Pretty Green could think about introducing a student discount and more frequent in-store and online offers.
“Profits have dived at the biggest retailers, as the number of clothes sold has dropped precipitously, by an average of 4.4 per cent in five of the past six months.” (Daneshkhu, Vandevelde, 2016) There are several social issues that Pretty Green will face such as, the rise of the ethical consumer which if found to be unethical; customers may avoid shopping from brands therefore, Pretty Green should steer clear of any unethical methods within their production line. Celebrity style is a huge influencer on consumers’ buying behaviour as people strive to own what is considered on-trend. This opens up a huge opportunity for Pretty Green who have already collaborated with several artists but they could now collaborate and create brand ambassadors with artists from other music genres in order to increase their target market and expand the brand. Finally, looking at technology factors in the market currently, online shopping is becoming more successful each year, especially with US consumers which would work perfectly for Pretty Green and their expansion into the US. Furthermore, social media platforms are crucial to brands these days especially if part of their target market is of a young age. Pretty Green will benefit in the constant rise of usage on social media as they already have several fairly successful accounts. However, they could definitely consider posting more frequently in order to increase their following base compared to competitors.
“The fact that a third of our household income is being spent during this relatively short period means that retailers and travel service providers have a strong opportunity to boost their revenues over the summer months.” (Washtell, 2016)
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P
olitical
• The long term effects of Brexit have yet to be seen, but it may either have a negative effect on pretty green expanding into the USA, or it may be positive as trade inks with america specifically may allow for lower barriers to entry • Also President Trump wants to increase the production and manufacturing output within the united states
E
conomic
• Pretty green makes their products in china, so they will incur taxes when getting their products into the USA • Once again Brexit is a factor, because it has caused the exchange rates between GBP and USD to fall.
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S
ocial
• Its well known that Pretty Green originates from the Mod scene and its style, and this gives an authenticity to the products, which the US will be interested in. • Also the exposure of the brand when seen with American stars that have a large following will be positive for Pretty Green. An example of this is the One Love concert following the attacks in Manchester. Liam Gallagher performed in a Pretty Green Orange Parka, alongside superstar Ariana Grande, and one hour later the £467 jacket had sold out
T
echnological
• 79% of Americans shop online (pew research centre), this is positive for Pretty Green because it means that they have a good distribution channel to reach US consumers
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US PEST - Further Analysis In regard to political factors, the long term effects of brexit will affect Pretty Green and their expansion into america. Brexit may allow a new trade agreement between US and UK so entering the american market may be easier. However, the President wants to increase internal manufacturing, and therefore may cause issues when Pretty Green want to expand into America, as they produce in China. The economic factors in regards to Pretty Green are negative; import tax on all products into the USA; causing either the products to be too expensive for new consumers or they will have to absorb the cost; losing profit and be unsuccessful. Also exchange rates between GBP and USD make it difficult to create prices for america, as they have been fluctuating a lot due to brexit. A social factor for US is exposure by american celebrities. Ariana Grande, for example, held the one love concert in manchester, with Liam Gallagher wearing Pretty Green. This allows the brand to reach more people and helps them grow. Technology helps pretty green, as 79% US citizens shop online, so they can reach many people with the reduced costs. Also there’s no need for a distributer as consumers can purchase direct.
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S
trengths
• Unique style in comparison to mainstream fashion brands, giving them a competitive edge • The brand’s link to Oasis and music is very individual, differentiating them from competitors • Previous collaborations with musicians and instrument brands set them apart from other brands with similar styles eg. Gibson guitars collaboration • Liam Gallagher provides constant celebrity endorsement by being the founder of the brand • Black label (tailoring) is known for its high quality, Italian fabrics • Wide product range, not only clothing but accessories and phone cases etc
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eaknesses
• Liam Gallagher (Founder of brand) can be seen as very controversial and inappropriate • Extremely distinct style which could alienate certain consumers • Not as much brand awareness in comparison to competitors such as, Fred Perry meaning consumers won’t have as much brand loyalty
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O • • • • •
pportunities
Further international expansion after their significant success in Japan Expanding their range to womenswear and childrenswear Create a blog to communicate with the younger part of their target market Expand their online store Could develop products with a higher focus on trends; the health and wellness trend is exceedingly popular
T
hreats
• Many of their competitors are considered a lot more well-known • Competitors cater to more consumers with lines for men and women • Being a menswear only brand could hinder Pretty green in comparison to their competitors who sell similar styles for women also • Trends in the menswear market could slow growth of the brand if they do not explore and develop products based on fashion trends
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SWOT - Further Analysis Pretty Green has several strengths as a brand starting with the way they have linked two creative industries together; music and fashion. This immediately sets them apart from their competitors whom only gain inspiration from fashion itself. Furthermore, this could possibly expand their amount of consumers as people may hear about the brand through music or buy from the brand purely because of Liam Gallagher and the brand’s music history. The black label within Pretty Green’s brand covers all their tailoring products which are known for their extremely high quality materials, thus adding a high-end feel to their brand. However, as much as the brand has strengths, it also has weaknesses such as, Liam Gallagher’s controversial personality which may put consumers off the brand and gives it a negative brand image. Pretty Green does not have a high brand awareness in comparison to its competitors who have been established brands for a longer time. Therefore, it could become increasingly hard for Pretty Green to remain competing with these brands that have such great heritage. There are several opportunities that Pretty Green could take advantage of besides their main one being their US expansion which this report focuses on. For example, they could update their online website by developing more detailed features such as, being able to check in-store availability as this would be convenient for consumers who live far from a Pretty Green store. Creating a blog would further diversify Pretty Green with some of their competitors as blogs tend to appeal to younger target markets and would be a way to create higher brand loyalty and intimately communicate with consumers. Finally, when looking at the threats that the brand may face, it is easy to recognise that a lot of their competitors are more well-known however, this could become a threat if they were to continue gaining market share and taking away Pretty Green consumers. Pretty Green has a very niche market being a menswear only brand; alienating other consumers such as, women which could result in Pretty Green not being able to increase their existing consumer market.
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Competitor Analysis • Has a historic heritage as it has been around in the UK since 1952, this has lead to a high brand loyalty with its consumers in comparison, to Pretty Green whom will not have the same long lasting impression as they have only been around since 2009. • They have a similar style of clothing and silhouettes - Polo Shirts, Harrington Jackets • Social Media Presence: • Instagram: 286k followers (@fredperry) • Twitter: 62k followers (@fredperry) 28.4k fol lowers (@FredPerry_Sub)
• Renowned for its signature colourful stripe pattern; similar to how Pretty Green is known for its paisley • Known for their quirky store atmosphere which provides consumers with a unique retail experience • Hugely successful in Asia - Hong Kong and Japan, similarly to Pretty Green • Already prominent in the US market with store in Los Angeles, San Francisco and New York • Social Media Presence: • Instagram: 317k followers (@paulsmith) 134k followers (@paulsmithdesign) • Twitter: 151.5k followers (@PaulSmithDesign)
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• Similar ‘Mod’ style to Pretty Green • Has a blog in order to interact with consumers; an option Pretty Green should consider • Sells ranges for womens, mens and kids, similar to other competitors • Sell ‘vegan’ products that are produced ethically, this would keep ethical consumers involved in the brand and caters for a wider consumer range • Distinct, iconic branding and products • Social Media Presence: • Instagram: 1.3m followers (@ drmartensofficial) • Twitter: 161.4k followers (@ drmartens)
• Sell polo-shirts similar to Pretty Green • Several collaborations with popular celebrities such as, Gigi Hadid which expands their target consumer • Created several sub-labels such as, Hilfiger Denim and Hilfiger Collection as well as, the original Tommy Hilfiger • Similar menswear products to Pretty Green - casualwear, formalwear and accessories • Social Media Presence: • Instagram: 4.5m followers (@tommyhilfiger) • Twitter: 1.3m followers (@TommyHilfiger)
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Ansoff Matrix Market Penetration: Selling existing products to existing markets
This can include increasing quality of pretty greens products Also a focus on loyalty is key, and a method to increase the brand loyalty with the consumers is loyalty is to reward them. Either with points or exclusive discounts it’s important to Pretty Green to make their current consumers feel valued
Market Development: Extend existing products into new markets
They can consider new sales areas, or segments. This could be exporting the products into a new country Pretty Green can introduce their products and style to a new market such as the USA
Product Developments: Developing new products for existing markets
Investments into Research & Development to find out the customers needs and wants and try and provide that good or service. They could introduce a more personal service, for example personal shopping
Diversification: New products in new markets, something completely new
Styles and trends may differ between countries, such as USA, so when entering a new market, new or tweaked products have to be developed
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3.
Where should the brand go?
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Brand Vision Pretty Green’s brand vision is to unite both fashion and music with the people that are passionate about it, setting themselves apart from ordinary retail stores.
“Since the birth of rock ‘n’ roll in the late 1950s, British street culture has been influencing fashion and music worldwide. Pretty Green has an authenticity borne of a deep understanding of that culture and the things that make it relevant today.” (Pretty Green, 2010)
“Our aim has always been to inject something different into the British menswear market and create durable pieces for men who want to dress sharp and take pride in their appearance.” (Grant, 2011)
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Brand Essence The essence of Liam Gallagher’s brand, Pretty Green totally revolves around its rock and roll inspiration which alongside Liam Gallagher’s unique character, gives the brand its personality. It is different from any of its competitors because it’s style not only reflects subcultures such as, The Mods and Rock and Roll but also, Liam Gallagher’s personal style.(Appendix B, Appendix C)
“Pretty Green was founded in 2009 with the idea to create a British-centric fashion label that reflects both Liam’s personal style and rock and roll influences.” (Grant, 2011)
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Emotional values • • • •
British Heritage Mod culture Rock ‘N’ Roll culture Nostalgia
Functional values
• Premium quality - Italian fabrics for Black • Tailoring Label • Durable products saves consumers money • Experience • Stay connected with the latest fashions •
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Brand Positioning Looking at perceptual maps allows an insight on the position Pretty Green has in the market in comparison to its competitors. Furthermore, this can allow Pretty Green to assess their position in order to create strategies for overcoming boundaries and rising above their closest competitors. For example, they need to ensure they portray their heritage as this has worked well with American brands such as, Tommy Hilfiger and Ralph Lauren whilst still remaining at an affordable price for their different target market.
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Consumer Segmentation I have created two pen portraits in order to portray an understanding of who Pretty Green’s target consumer is for both the UK and US. Pretty Green’s target consumer for the UK consists of a young male who is between 18-26 years old. He is a huge fan of Oasis which is what initially brought him to discover the brand, Pretty Green and instantly loved the personal touch of the incorporation of Liam Gallagher’s personal style. His favourite Pretty Green items are the Parka’s and t-shirts featuring Pretty Green’s signature paisley print. He drives a Vespa moped and enjoys trips to Brighton Pier and pubs with his friends. He enjoys music and attends festivals such as, Glastonbury and gigs several times a year.
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Whereas, Pretty Green’s US target consumer differs in certain areas. Again, it is a male but of an older age range; between 26-45 years old. This may be because of the different styles and trends that filter overseas for certain age groups. He drives a Harley Davidson motorbike; his pride and joy and loves the Pretty Green leather jackets that match his biker style as well as, the patterned jackets that he wears to festivals and concerts. Similarly to the UK, he is passionate about music but listens The Beatles as they were a huge success in the US music industry and tends to collect album art such as, The Beatles’ famous Abbey Road cover. He also enjoys festivals such as, Coachella where he has seen one of his favourite bands, Haim.
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4. Marketing Strategy Plan
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Market Entry Strategy Initially, I think it would be best for Pretty Green to launch their brand as a concession in stores such as, Urban Outfitters, Macy’s and Nordstrom. This would immediately allow Pretty Green to attract new consumers as people who already shop at these stores would notice the brand; immediately gaining a share in the market. Urban Outfitters already has a similar style to Pretty Green with vibrant products and an ‘indie’ style. The in-store feel of the Pretty Green stores would have to be a luxury, professional shopping experience that makes customers feel like they have been offered help at each stage and that Pretty green’s staff are attentive to their needs and wants. Therefore, it would be the perfect location for Pretty Green to be sold, especially as there are so many Urban Outfitters stores located across the US that Pretty Green could gradually expand further. Pretty Green should have concessions located in major states and popular shopping areas such as, across New York and Los Angeles in order to attract as many consumers as possible. Also, these are very popular locations for tourists as well as locals, widening the consumer range even further. If Pretty Green is successful as a concession, they should then make the decision to launch their own flagship stores in similar locations as they are primary shopping locations. This would allow them to expand even further, increasing profitability which could then lead to possibly launching more stores across the US.
“Launching in the US would only work if expanding into Womenswear or Kidswear.” (Sales Assistant, Nottingham)
I conducted an interview with a sales assistant in Pretty Green’s Nottingham store who claimed the most successful strategy would be to launch either a Womenswear or Kidswear line for Pretty Green. This would allow Pretty Green to avoid alienating any potential consumers upon their launch into the US.
“A lot of girls are asking if we will be doing a range for them and the answer to that is yes.” (Gallagher, 2010)
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Market Optimisation Strategy There are several marketing improvements Pretty Green could make in order to optimise their new US market. Pretty Green could start with working with US fashion bloggers as this would reach out to a new consumer that may not otherwise hear about Pretty Green. They could even consider creating their own blog in order to remain popular with their younger target market. In terms of their social media, Pretty Green should ensure they post more frequently so that followers are constantly reminded of the brand and to get sponsored Instagram ads in order to gain new followers who could then become new consumers. Other marketing improvements could be having stands at popular US festivals to promote the brand as they have a strong music background and also, reaching out to current customers and spreading news about their brand through word of mouth marketing.
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Marketing and Promotion Plan In order to market and promote the brand, Pretty Green could consider collaborating with artists such as, Alex Turner from the Arctic Monkeys. This could work well in the US market as Liam Gallagher could be considered too controversial to constantly be the face of the brand. Especially due to, cultural differences within advertising between the UK and US markets; US humour being very different to the UK. The Arctic Monkeys have similar music to Oasis, yet are more successful in the US which could work in Pretty Green’s favour if Alex Turner were to collaborate with the brand or become a brand ambassador.
Alex Turner
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Furthermore, other collaborations could be with singer, Harry Styles for example as he has developed a rock style in his clothing and music which ties in perfectly with Pretty Green’s music background. Also, rapper, Skepta could work great with Pretty Green as a brand ambassador or possible collaboration as he has been seen on several occasions wearing Pretty Green and this would allow the brand to expand into new music genres which would then attract a larger consumer base.
Skepta wearing Pretty Green Harry Styles
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5.
Conclusion
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In conclusion, there are particularly significant strategies that Pretty Green will need to priorities in order to make their entry into the US market successful. For example, starting off as a concession should be their main starting point as Urban Outfitters is already a hugely successful brand in the US which would immediately grow Pretty Green’s US consumer base with their existing customers. In terms of store/concession locations, it may be successful to set up stores near competitors such as, Fred Perry who have a similar target consumer as then they are more likely to come across stores and browse. Pretty Green should remain consistent with product design so they don’t stray away from their brand essence and keep the price range the same as it has worked well in the UK. A womenswear line should definitely be launched as this would meet the demand of existing consumers as well as reaching out to possible new consumers that have been alienated by not having a range for them. Finally, social media will be key to the success of their market entry as it is the most used form of communication in today’s society and will attract several new consumers and allow them to keep connected with existing followers.
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Appendix Appendix A
Appendix A1
Appendix A2
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Appendix A3
Appendix A4
Appendix B
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Appendix C
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BOOKS
Evans, M., Jamal, A. and Foxall, G. (2013). Consumer behaviour. 1st ed. Chichester: Wiley. Posner, H., Williams, S. and Posner, H. (2015). Marketing Fashion, Second edition. 1st ed. London: Laurence King Publishing. Young, S. (1993). International market entry and development. 1st ed. Englewood Cliffs, NJ u.a.: Prentice Hall u.a.
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References (Ralph, 2015) Pretty Green’s Strong Christmas. Available at: http://www.yorkshireeveningpost.co.uk/news/ business/pretty-green-s-strong-christmas-1-7045959 (Daneshkhu, Vandevelde, 2016) Clothes buying goes out of fashion in the UK. Available at: https://www. ft.com/content/5c274b28-7f3d-11e6-8e50-8ec15fb462f4 (Washtell, 2016) Britons are set to spend a third of their annual disposable income this summer on travel, clothes and socialising. Available at: http://www.cityam.com/243306/britons-set-spend-third-their-annualdisposable-income (Pretty Green, 2010) About Pretty Green. Available at: https://www.prettygreen.com/discover/timeline/ (Grant, 2011) Business Profile: Pretty Green. Available at: http://www.getreading.co.uk/news/business/business-profile-pretty-green-4214928 (Grant, 2011) Business Profile: Pretty Green. Available at: http://www.getreading.co.uk/news/business/business-profile-pretty-green-4214928 (Gallagher, 2010) Pretty Girls. Available at: http://www.vogue.co.uk/article/liam-gallagher-adds-womenswear-to-pretty-green
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Image References Front Cover: Pretty Green Paisley Logo (2016) By Pretty Green. Available at: https://www.prettygreen.com/ shop/category/t-shirts Page Background: Pretty Green Paisley (2017) By Twitter. Available at: https://twitter.com/EpiphoneMan76/ status/820206478086832129 Contents Page Background: Liam Gallagher Sunglasses (2012) By Andrew Whitton. Available at: http://www. andrewwhitton.com/ Page 9 Background: Liam Gallagher Pretty Green Tee (2013) By Lesdoit. Available at: http://www.lesdoit.net/ pretty-green.html Page 11 Background: Liam Gallagher Camoflauge Parka (2014) By Oasis Newsroom. Available at: http://oasisnewsroom.live4ever.us/2010_04_01_archive.html Page 13 Picture: Liam Gallagher Blue Background (2016) By Imgur. Available at: https://imgur.com/5ifBzQ1 Page 15 Picture: Liam Gallagher Sunglasses Reflection (2011) By My Kulture Style. Available at: https:// mykulturestyle.blogspot.com/2010/01/abramovich-zahotel-novuyu-gollandiyu.html UK Pest Page Background: Union Jack Flag (2017) By Wikipedia. Available at: https://en.wikipedia.org/wiki/ Union_Jack Page 19 Background: Liam Gallagher Sunglasses Reflection (2011) By My Kulture Style. Available at: https:// mykulturestyle.blogspot.com/2010/01/abramovich-zahotel-novuyu-gollandiyu.html US Pest Page Background: Flag of the United States (2017) By Wikipedia. Available at: https://en.wikipedia. org/wiki/Flag_of_the_United_States Page 23 Background: Pretty Green Models (2015) By Marksman. Available at: http://www.marksmanstyle. com/pretty-green-new-collection/ Page 27 Background: Pretty Green Paisley Shirt (2016) By Pretty Green. Available at: https://www.prettygreen.com/shop/category/shirts Competitor Analysis: Fred Perry Logo (2015) By Master Logo. Available at: http://master-logo.blogspot. co.uk/2015/05/fred-perry-logo-vector.html Competitor Analysis: Paul Smith Logo (2017) By Opaa. Available at: http://www.shaldag-opaa.co.il/ PAUL-SMITHENGLISH Competitor Analysis: Dr Martens Logo (2017) By Wikipedia. Available at: https://en.wikipedia.org/wiki/ Dr._Martens Competitor Analysis: Tommy Hilfiger Logo (2017) By Logos Index. Available at: http://logosindex.com/T/ Tommy-Hilfiger-logo/ Page 31 Background: Liam Gallagher Stripe Suit (2016) By Shortlist. Available at: https://www.shortlist.com/ style/fashion/15-times-liam-gallagher-proved-he-was-the-more-stylish-brother Page 33 Image: Liam Gallagher Camoflauge Parka (2014) By Oasis Newsroom. Available at: http://oasisnewsroom.live4ever.us/2010_04_01_archive.html Page 34 and 35 Images: Liam Gallagher and Pretty Green Logo (2012) By Fashion Indie. Available at: http:// fashionindie.com/liam-gallagher-is-launching-a-very-serious-non-skinny-clothing-line/ Brand Positioning Map 1: Tommy Hilfiger Logo (2017) By Logos Index. Available at: http://logosindex. com/T/Tommy-Hilfiger-logo/ Brand Positioning Map 1: Ralph Lauren Logo (2017) By Logos Download. Available at: http://logos-download.com/9385-ralph-lauren-logo-download.html Brand Positioning Map 1: J.Crew Logo (2015) By Club Delux. Available at: http://www.clubdelux.pt/top-luxury-brands-j-crew/ Brand Positioning Map 1: Nautica Logo (2017) By Logos Download. Available at: http://logos-download. com/10441-nautica-logo-download.html Brand Positioning Map 1: Paul Smith Logo (2017) By Opaa. Available at: http://www.shaldag-opaa.co.il/ PAUL-SMITHENGLISH
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Brand Positioning Map 1: Ted Baker Logo (2016) By Voicebox. Available at: http://www.voiceboxagency. co.uk/trend-setters-swansea-tech-company-styles-interactive-ted-baker-ad/ Brand Positioning Map 1: Fred Perry Logo (2015) By Master Logo. Available at: http://master-logo.blogspot. co.uk/2015/05/fred-perry-logo-vector.html Brand Positioning Map 1: Pretty Green Logo (2013) By John Lewis. Available at: http://www.johnlewis.com/ men/men%27s-t-shirts/c600003360 Brand Positioning Map 2: Tommy Hilfiger Logo (2017) By Logos Index. Available at: http://logosindex. com/T/Tommy-Hilfiger-logo/ Brand Positioning Map 2: Ralph Lauren Logo (2017) By Logos Download. Available at: http://logos-download.com/9385-ralph-lauren-logo-download.html Brand Positioning Map 2: Paul Smith Logo (2017) By Opaa. Available at: http://www.shaldag-opaa.co.il/ PAUL-SMITHENGLISH Brand Positioning Map 2: Ted Baker Logo (2016) By Voicebox. Available at: http://www.voiceboxagency. co.uk/trend-setters-swansea-tech-company-styles-interactive-ted-baker-ad/ Brand Positioning Map 2: Pretty Green Logo (2013) By John Lewis. Available at: http://www.johnlewis.com/ men/men%27s-t-shirts/c600003360 Brand Positioning Map 2: Fred Perry Logo (2015) By Master Logo. Available at: http://master-logo.blogspot. co.uk/2015/05/fred-perry-logo-vector.html UK Pen Portrait: Oasis Logo (2017) By Oasis. Available at: http://www.oasisinet.com/#!/home UK Pen Portrait: Oasis Union Jack Logo (2017) By Pinterest. Available at: https://uk.pinterest.com/ pin/488077678348355110/ UK Pen Portrait: Stone Roses Picture (2017) By The Stone Roses. Available at: http://www.thestoneroses.org/ UK Pen Portrait: Cream Vespa (2012) By Paris by Scooter. Available at: http://parisbyscooter.com/terms-conditions/ UK Pen Portrait: Green Vespa (2015) By Bikers News. Available at: http://bikersnews.net/vespa-scooter/ UK Pen Portrait: Glastonbury Poster (2016) By Muz Wave. Available at: https://muzwave.com/2016/09/glastonbury-festival-2017-will-start-selling-tickets-soon/ UK Pen Portrait: Brighton Pier Image (2016) By The Financial Times. Available at: https://www.ft.com/content/7a09a4ce-fd97-11e5-b3f6-11d5706b613b UK Pen Portrait: Pub Image (2013) By Food and Beverage News. Available at: https://www.ft.com/content/7a09a4ce-fd97-11e5-b3f6-11d5706b613b UK Pen Portrait: Male Model in Parka (2015) By Mrs Miniver. Available at: http://dearmrsminiver.com/2015/ the-parka/ UK Pen Portrait: Pretty Green Paisley T-Shirt ( 2017) By Eqvvs. Available at: https://www.eqvvs.co.uk/ brands/pretty-green UK Pen Portrait: Fred Perry Logo (2015) By Master Logo. Available at: http://master-logo.blogspot. co.uk/2015/05/fred-perry-logo-vector.html US Pen Portrait: Male Model in Leather Jacket (2017) By Pinterest. Available at: https://uk.pinterest.com/ pin/334181234826806712/ US Pen Portrait: Harley Davidson Motorbike (2016) By PNG Pix. Available at: http://www.pngpix.com/ download/tag/harley-davidson US Pen Portrait: Coachella Male Singer (2015) By The Darkroom. Available at: http://darkroom.baltimoresun.com/2015/04/the-best-of-coachella-2015/#1 US Pen Portrait: Coachella Logo (2017) By The Consequence of Sound. Available at: https://consequenceofsound.net/2017/04/coachella-2017-review-from-worst-to-best/ US Pen Portrait: Close up of Pretty Green Patterned Jacket (2017) By Brown Bag. Available at: http://www. bbclothing.co.uk/en-gb/pretty-green-black-paisley-print-festival-jacket-aw15epxg40908305blk.html US Pen Portrait: Pretty Green Patterned Jacket (2017) By Brown Bag. Available at: http://www.bbclothing. co.uk/en-gb/pretty-green-stretford-wren-navy-paisley-jacket-bbclgsxg12058628nvy.html US Pen Portrait: Abbey Road Album Art (2017) By The Beatles Website. Available at: http://www.thebeatles. com/album/abbey-road
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US Pen Portrait: The Beatles Logo (2017) By Wikimedia Commons. Available at: https://commons.wikimedia.org/wiki/File:Beatles_logo.svg US Pen Portrait: Haim at Coachella (2014) By The Darkroom. Available at: http://darkroom.baltimoresun. com/2014/04/back-to-back-coachella-weekends-kick-off-with-rising-artists-ahead-of-outkast/danielle-haimof-rock-band-haim-performs-at-the-coachella-music-festival-in-indio-california/ Page 41 Background: Pretty Green Male Model in Parka (2014) By Manchester Evening News. Available at: http://www.manchestereveningnews.co.uk/all-about/liam-gallagher Page 43 Image: House of Fraser Pretty Green Concession (2015) By Retail Week. Available at: https://www. retail-week.com/sectors/general-merchandise/liam-gallaghers-pretty-green-expands-with-six-house-offraser-concessions/5075357.article Page 44 Image: Pretty Green Instagram (2017) By Instagram. Available at: https://www.instagram.com/prettygreenltd/?hl=en Page 44 Image: Pretty Green Logo (2013) By John Lewis. Available at: http://www.johnlewis.com/men/ men%27s-t-shirts/c600003360 Page 44 and 45 Background: Liam Gallagher Sunglasses (2012) By Andrew Whitton. Available at: http:// www.andrewwhitton.com/ Page 46 Image: Alex Turner (2014) By Esquire. Available at: http://www.esquire.co.uk/culture/news/a6017/ arctic-monkeys-exclusive-photos-interview/ Page 47 Image: Harry Styles for Another Man (2016) By The Fashionisto. Available at: https://www.thefashionisto.com/harry-styles-2016-cover-photo-shoot-another-man/ Page 47 Image: Skepta wearing Pretty Green (2017) By Instagram. Available at: https://www.instagram.com/ prettygreenltd/?hl=en Page 49 Image: Liam Gallagher Black and White (2014) By Oasis Newsroom. Available at: http://oasisnewsroom.live4ever.us/2010_04_01_archive.html
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I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project.
SIGNED…………………………………………… DATE: 08/06/2017
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