Final Major Project

AMY-LOUISE CHAPMAN

Holly Fulton for Radley London Designer Collaboration CHA09271929 6/6/2011

CONTENTS Executive Summery ................................................................................3 Introduction .............................................................................................4 Market analysis .......................................................................................4 Radley & Co Profile ..............................................................................4 Radley Brand Values............................................................................6 Radley London Market Share ...............................................................8 Table 1- Radley Market Share ...........................................................8 Radley London SWOT Analysis ...........................................................9 Industry Profile .....................................................................................9 Accessories Retailing ........................................................................9 Luxury Retailing ............................................................................... 11 Designer Collaboration ......................................................................... 11 Product Concept ................................................................................ 12 Target Consumer and their Drivers .................................................... 14 Primary Data Summery ...................................................................... 14 Marketing .............................................................................................. 15 Marketing Mix ..................................................................................... 15 Product ............................................................................................ 15 Price ................................................................................................ 16 Place ............................................................................................... 16 Promotion ........................................................................................ 16 Marketing .............................................................................................. 17 In-Store Marketing .............................................................................. 17 New Media Marketing......................................................................... 18 Social Networking ............................................................................ 19 1

Direct Mail........................................................................................ 21 New Media Expenditure .....................................................................21 Advertising ............................................................................................ 22 Existing Advertising ............................................................................ 22 Advertising Campaign ........................................................................ 24 Advertising Inspiration ........................................................................ 25 Advertising Costing .......................................................................... 26 Public Relations .................................................................................... 26 Launch Event ..................................................................................... 26 Public Relations Costing.....................................................................29 Look Book .......................................................................................... 30 Press Release .................................................................................... 32 Total Campaign Spend ....................................................................... 33 Plan for Evaluation ................................................................................ 34 Conclusion ............................................................................................ 35 Appendix A ........................................................................................... 36 UK Accessories Market Value- Verdict 2010 ...................................36 Appendix B ........................................................................................... 36 UK Accessories Market Value Predicted Growth- Verdict 2010 ....... 36 Appendix C ........................................................................................... 36 Radley London Retail Turnover- Fame ............................................ 37 Appendix D ........................................................................................... 37 Primary Data Results ....................................................................... 37 References ........................................................................................... 41

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EXECUTIVE SUMMERY Radley London is ideal placed to launch into further expansion such as a designer collaboration with Holly Fulton following recent success with expansion in both the UK and Internationally.

This marketing plan outlines the approach to attain higher market share of the UK Accessories Market and higher turnover during the coming year.

The aim is to boost Radley‟s reputation for high quality, luxury accessories.

A total spend for the campaign has been set at £270,186. It has been suggested that this is absorbed back into the business via sales over a 24 month period; in order to do this Radley London would have to make an extra £75,052 per month equating to 3.2% of the company‟s total monthly turnover.

This target should be attainable because despite the recession the accessories market has remained resilient with total market value still increasing.

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INTRODUCTION This report serves to detail how Radley London will launch a new range of handbags, luggage and accessories featuring designs from London Fashion Week designer Holly Fulton. The designer collaboration will offer those with less disposable income access to high end designer products.

The main focus of this report will be on increasing market share levels for Radley London. The report will demonstrate how this collaboration will boost sales therefore increasing market share whilst maintaining important traditions and values of the brand. The report will include details of advertising campaigns, marketing methods and public relations techniques alongside costing and timelines. Lastly this report will propose a method for evaluating the performance and results of all promotional activities.

MARKET ANALYSIS

RADLEY & CO PROFILE Radley London was founded in 1998 by Lowell Harder an Australianborn architect who had from 1984 been selling casual business bags of her own design and ethnic handbags all manufactured in India from a 4

market stall in Camden. Her designs went on to attract attention from retailers, such as John Lewis. Lowell realised that if she could attract financial backing, money was there to be made in what she was doing.

In 1991 Harderâ€&#x;s company, Hidesign, was taken over by Tula, allowing her to branch out into making colourful handbags that were fun as well as functional.

For the first couple of years the experiment seemed to flounder, and retailers tried to persuade her to tone down her designs, Harder refused to do so. Inspired by her love of dogs, she tried putting a brightly coloured cut-out of a terrier on some of her designs. The result was an immediate hit, and the sales team demanded a Scottie dog on every bag.

Figure 1 Radley Fascia

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Using the trade name Radley, her designs were soon providing most of the Tula Groupâ€&#x;s turnover. In 2002, Ms Harder led a management buyout and emerged as managing director. The company was renamed Radley in 2007, when private equity firm Phoenix bought a majority ÂŁ45m stake (The Independent, 2007).

RADLEY BRAND VALUES Inspired and Creative- As a design-based company in London, creativity and originality are part of the culture at Radley. Constantly on the hunt for new sources of inspiration, Radley are stimulated by the world around us. Radley offer products featuring beautiful detail, bright, interesting colours and soft textured materials with experimentation that makes the Radley product offering unique (http://www.radleyandco.com/_about/values.asp).

Figure 2 Brand Values

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Honest Luxury- Radley creates quality products with individuality and exceptional attention to detail. From the moment of inspiration to final construction the end product needs to be right, with no cutting corners or unnecessary extravagance. Great care is taken to source the right materials and skills to make ideas come to life. All of which is offered at an affordable price (http://www.radleyandco.com/_about/values.asp).

Always Learning- Radley Value and work with openness, honesty and responsibility. They strive to be innovative in both the products they offer and the way they do business. The aim is to constantly improve (http://www.radleyandco.com/_about/values.asp).

Customer Focused- Radley is devoted to their customers and enjoys building strong relationships with them. These relationships are considered one of the companyâ€&#x;s biggest assets and view them as a long-term commitment (http://www.radleyandco.com/_about/values.asp).

Figure 3 Radley Brand Values

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RADLEY LONDON MARKET SHARE

TABLE 1- RADLEY MARKET SHARE

Year

2005 2006 2007 2008 2009 2010

UK Accessories Market Value £ (M) 1,475 1,591 1,696 1,781 1,840 1,896 (e)

Radley Turnover £ (Th) 2,914 5,092 7,482 14,862 22,698 28,057

Market Share

0.2% 0.3% 0.4% 0.8% 1.2% 1.5% (e)

(Market value figures taken from Verdict 2010 (See Appendixes A and B). Turnover figures taken from Fame (See Appendix C).

From this table it is clear to see how the Radley business has progressed over the last six years. The year following the company‟s takeover by private equity firm Phoenix in 2007 turnover doubled therefore doubling Radley‟s share of the UK Accessories Market. Also in 2009 the brand increased total share of the market by 0.4% to 1.2% following a programme of UK store and concession openings prior to International rollout and the development of a transactional website (Retail Week, 2007). With the current UK Accessories Market worth an estimated £1,896m (Verdict, 2010) is can be seen that following international expansion Radley has potential further increased market share by another 0.3%. Radley are building a strong international

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business with a dedicated customer base. They know what they do well and continue to adapt the business to meet new needs of consumers.

RADLEY LONDON SWOT ANALYSIS

Strengths Unique product offering Well established branding Renowned for quality products and material Weaknesses Limited overseas offering No offering of clothing or jewellery Display of product varies from store to store due to concession/wholesale offering Opportunities Further overseas expansion Expansion into retail sector of Radley & Co Accessories remain resilient despite recession Threats Lower price points offered by mid-market brands and value sector Consumers buying fewer bags in more classic styles INDUSTRY PROFILE

ACCESSORIES RETAILING There is overwhelming evidence to support expansion in accessories retail:  Accessories sales prove resilient in recession. In 2009 accessories have proved the most resilient sector in clothing, with expenditure growth of 3.2%, compared to a 0.6% decline in clothing. Though

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sales growth has slowed from 4.7% in 2008, consumers have continued to buy into accessories as a cost effective way of updating an outfit (Verdict, 2010).  Consumer buying trends are polarising somewhat. Some consumers will opt to spend less and go to value retailers, especially for a cheap fashion treat. Others will buy fewer items but buy better quality as a lasting investment (Mintel, 2009).  The in-built disposability of an item that is only in fashion for one season is far less attractive now, and the expensive „It bag‟ is a thing of the past. While handbags are still desirable fashion items, women are looking for more longevity, especially if they are spending a significant amount of money. This means they are buying fewer and more classic handbags (Mintel, 2009).  While the trend for designer „It bags‟ has waned, there has still been much innovation and interest in fashion bags with lots of new colours and finishes and constructions. The proliferation of bag shapes; from big hobo to mini clutch, has given women a lot of choice (Mintel, 2009).  Four in ten adults regard accessories as very important, and they are fairly evenly spread across age groups (with the highest concentration among 15-24s) and demographics (Mintel 2009).

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LUXURY RETAILING  However, designer clothing engenders some quite devotee behaviour: one in ten (11%) of such buyers say they have made sacrifices in other areas of spend (eg holidays) so they can afford designer clothes. This demonstration of devotion is rarely seen in any other clothing sector (Mintel, 2010).  While women are mostly attracted by the physical qualities of designer and upmarket clothing (ie style/cut/fabric/quality) (Mintel, 2010.)  Also, while the 16-44 age groups are the keenest on premium clothing, the appeal of the mid-market stretches much more evenly to include 45-54s. This age group will be increasing significantly over the next five years, so there is an opportunity to encourage them to trade up (Mintel, 2010).  With the changing population age structure, the two growth sectors are 25-34 and 45-54s, polarised between pre-/no family and third agers. They are key targets for the designer/high-end clothing sector: their preferences in fashion/style will be different but both will be attracted by the „real‟ values of design, quality, differentiation and feel-good emotions (Mintel, 2010).

DESIGNER COLLABORATION 11

PRODUCT CONCEPT Holly Fulton for Radley London places huge focus on the use of graphic prints on high quality materials. The main features of the range will be on the art-deco prints as seen at London Fashion Week.

Radley and Holly Fultonâ€&#x;s collaboration will feature a number of products that will merge with the existing product offering including mix and match luggage, canvas handbags, purses and umbrellas.

The themes seen in the range include pop art style lip and cloud prints, tweed materials and prints featuring manicured, female hands.

Figure 4 Holly Fulton for Radley London Product Concept

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Concept: „High fashion luxury products should be available to all fashion lovers no matter what the budget.‟  Radley recognises a need for affordable high fashion, luxury products.  Radley knows that every woman deserves quality, well designed products.  The collaboration provides further expansion for the brand following recent successful expansions in both the UK and Internationally.  The aim of the collaboration is to continue to meet the needs and expectations of existing customers as well as providing an entry level for new customers.

The collection will be available in all Radley stand-alone stores and concessions as well as via the website at www.radley.co.uk.

Radley & Co is committed to growth through three major initiatives: 1. Gaining brand dominance through consistent innovation and sustained differentiation.

2. Increasing the presence of the brand via stores and ecommerce.

3. Developing new business through brand extension.

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TARGET CONSUMER AND THEIR DRIVERS  Overall, designer clothing buyers are keener on high street designer/celebrity ranges than the upmarket high street or midmarket buyers (Mintel, 2010).  Consumers are being choosier and more flexible: many are happy to mix top-end designer with mid-market clothing, especially designer/celebrity collaboration collections. Still, disposable income – or lack of it – is the key barrier for people buying top-end clothing; many admire it, but just can‟t afford it. This is where high street retailers with designer/celebrity ranges provide an alternative (Mintel, 2010).

PRIMARY DATA SUMMERY  Primary research was undertaken via survey aimed at women of all ages  When asking these women what was most important to them when buying a handbag the three main considerations were quality, price, brand name and materials  When asked how much these women would be willing to pay for a handbag the prices ranged from as low as £30 to a maximum of only £100- this is obviously a worry for Radley as many of their 14

existing products are already priced higher than this. When later asked if a designer collaboration would encourage them to spend more on a handbag prices ranged from £70-£150 which is a little more encouraging however the collection will be priced higher than this but Radley believe that when the customer sees the quality of the product they will be willing to pay the higher price points.  It had been discussed that the range would only be available in stand-alone store however following a review of results from the survey it was decided this was not suitable as 70% of those asked said they would not be willing to travel to independent stores to purchase the range.

For full results see Appendix D. MARKETING

MARKETING MIX

PRODUCT  Handbags, Purses, Foldaway shopper totes, umbrellas and wheeled luggage featuring art-deco prints of Holly Fulton as seen at London Fashion Week  Mix and match products  All Featuring Scottie dog branding 15

 High quality products using the finest materials

PRICE  Customers will expect that they are getting a high quality product as the price points will be fairly high  In order to compete with competition from mid-market celebrity/designer ranges products should be priced as followsProduct

Price

Wheeled Luggage

£275

Canvas Bag

£200

Purse

£100

Umbrella

£45

Fold away shopping tote

£40

PLACE  Own stores and concessions  Own website www.radley.co.uk  Department store websites

PROMOTION  Web- company website, blogs, social media websites, Holly Fulton‟s website  Magazines- Elle, In-style, Women‟s Own  Posters 16

 Via PR Event  Mobile Apps MARKETING

IN-STORE MARKETING The consumers shopping experience will be critical to the brand‟s extension. Store environment is a determining factor in affecting choice of shopping venue (Hines & Bruce, 2007).

New in-store concept aims to provide a warm and inviting home for our ever-growing product offering and enable customers to interact and fall in love with our accessories (http://www.radley.co.uk/content/news.aspx).

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Figure 5 New In-Store Concept

The focus will be on the following:  Holly Fulton for Radley floor space will stand out with a themed area, consisting of Holly Fulton art work and existing prints.

Figure 6 Holly Fulton for Radley London In-Store Concept

 The company can add even more value for consumers paying detailed attention to checkouts and ambience to further encourage shoppers (Mintel, 2007). Creating a mini „store-within-store‟ to give a boutique feel (Mintel, 2009a).

NEW MEDIA MARKETING 18

SOCIAL NETWORKING Women are more likely to see online ads via a social network. This is explained by the fact that women are more likely users of sites such as Facebook. For example, according to Mintelâ€&#x;s forthcoming report Social Networking – UK, November 2009, 82% of women used a social network of some type, compared to 75% of males (Mintel 2009b).

Research from Facebook shows:

The average user is connected to 60 pages, groups and events Every month, more than 70% of Facebook users engage with Platform applications There are more than 550,000 active applications currently on Facebook Platform There are more than 250,000 websites that have integrated with the Facebook Platform There are more than 100 million Facebook users that engage with Facebook on external websites every month www.facebook.com/press/info The marketing campaign will include a fan-page. Facebook can be used to monitor the target audience to learn and develop products to meet 19

customerâ€&#x;s need

Radley could target 12,922,380 people that could be interested in the brand through social networking site Facebook (http://www.facebook.com/ads/create/).

Figure 7 Competitor fan-page example

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Facebook can be used alongside Twitter (already in use) to promote any company activity that Radley customers may be interested in for example new collections, campaigns and public relations events.

Figure 8 Radley London Twitter Page

DIRECT MAIL 47% of women open emails containing special offers. Customers are most likely to open an email from a trusted company with an interesting subject line. These emails should be inviting, interesting and contain relevant information with minimum effort (Mintel 2009b).

NEW MEDIA EXPENDITURE

Platform

Co

Breakdown

st Fan Page (User generated Content)

ÂŁ0

In-house communications team, monitoring and updating content 21

Home Website

£0

In-house communications team, create and monitor

Email Newsletter

£0

In-house communications team, create and monitor

Total

£0 pa

ADVERTISING

EXISTING ADVERTISING Existing advertising by Radley seems to have been effective as it has now been used over numerous seasons. Featuring models simply dressed in various locations, including a library and a garden, Radley products are simply displayed alongside the tagline „These are a few of my favourite things‟ Radley advertising has followed traditional method such as print and online and it is suggested that these methods remain.

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Figure 9 Examples of Previous Radley Advertising

Brand Tagline- „These are a few of my favourite things‟

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Figure 10 Radley London Logo

ADVERTISING CAMPAIGN It is suggested that the campaign for the designer collaboration with Holly Fulton feature the existing tagline and continue to use the same format featuring a single, simply dressed model and a location featuring some favourite things of Radley consumers that will relate to the product and the collaboration.

It is suggested that a theme may be catwalk shows such as those featuring Holly Fultonâ€&#x;s designs at London Fashion Week, fashion dolls also in a runway situation or designer shopping environments (see images below).

It is also fundamental that the advertising features the Radley London logo demonstrating the Scottie dog branding and that is also makes clear that the product is part of the collaboration range by stating Holly Fultonâ€&#x;s name.

Advertising will feature on the company website and Holly Fultonâ€&#x;s website as well as in print media including: 24

 Elle Magazine  Instyle  Women and Home Advertising should be launched in September 2011 alongside launch of the collaboration a various Public Relations events. Advertising should have been in place for a matter of weeks leading up to Christmas in order to provide inspiration for gift purchases. This will also meet with the annual rise in footfall that is seen in the months leading up to Christmas.

ADVERTISING INSPIRATION

Figure 11 Inspiration for Advertising

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ADVERTISING COSTING

Name of

Readership

Publication

Age Range

Elle

18-26

Instyle Woman and

Circulation

Advertising

Total Cost for 6

Costs

Month Period

200,531

£13,125

£78,750

25-40

180,574

£16,656

£99,936

35+

385,800

£12,750

£76,500

Home Total Cost

£255,186

PUBLIC RELATIONS

LAUNCH EVENT Radley London successfully used viral marketing to its advantage during London Fashion week as part of a Public Relations campaign. A model visited various locations around London promoting the newest collection

by Radley. The model was accompanied by 8 adorable Scottie dogs as featured in much of Radley‟s branding. This event created a large amount of interest in the brand as general passers-by stopped to pet the

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dogs and therefore got an insight into the brand, a video of the event was placed on YouTube further promoting the brand and coverage can be found in media publications, as part of blogs and is mention via company website.

Figure 12 Radley at London Fashion Week- PR Event

It is suggested that a similar type of event be used to launch this new collaboration. It is suggested that this event take place in September 2011 alongside the launch of advertising just before the range itself is launched.

London Fashion Week takes place between the 16th and 21st September 2011 and this would be a perfect time for the event as the fashion press and numerous bloggers will be in and around London at that time.

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It is suggested that the Radley Scottie dogs visit the same locations as before –  Somerset House  Trafalgar Square  Covent Garden  Bond Street  Floral Street Store  South Molton Street Store.

It is suggested that the company uses new media methods such as Twitter, Facebook and various fashion blogs to alert customers and fans of the Radley brand as to where the model, the products and of course the dogs will be heading to next, allowing customer participation where often there is not at the start of many other ranges and collaborations, an event that is normally reserved for fashion press and celebrities.

It is also suggested that following this event a launch party take place at one of the main London stores. This event will be reserved for fashion press and key fashion bloggers in order to promote the campaign and the collaboration.

A media pack featuring the Look Book and Press release will be made available to all relevant parties (see Look Book and Press Release).

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 Public Relations Campaign to run for six months PUBLIC RELATIONS COSTING

Description of Cost

Absorption and justification by Radley & Co

Offices, fittings and utilities

The collaboration offices will share a relatively small area of the Radley London head office therefore property and fittings are already existent and paid for.

Holly Fulton for Radley London office staff

The collaboration office

salaries

staff will be drafted from existing Radley London stock that are already on the payroll.

Media briefing events

Production of briefing documents and catering for events will be the sole responsibility of Radley London.

1) Photo Shoot and Creation and Distribution of 150 Media Kits 29

ÂŁ4500.00

2) Launch Event  Decorations

£500.00

 Flowers

£500.00

 Food/Drink

£3000.00

 Invitations

£1500.00

 Music

£1000.00

3) Sample

£2000.00

boxes/packaging/courier service 4) Training and Information for

£2000.00

Employees

Total:

£15,000

LOOK BOOK

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Figure 13 Holly Fulton A/W 11 Collection

31

Figure 14 Holly Fulton A/W 11 Fabric Examples

PRESS RELEASE Radley to Unveil New Designer Collaboration Radley has teamed up with London Fashion Week Designer Holly Fulton with plans to release a collection of accessories for Autumn/Winter 2011 Luxury accessories retailer Radley London is set to release a range of accessories featuring prints as seen at London Fashion Week. The range features a number of products with neo deco prints for which Holly Fulton is famous for. The collection was inspired by the idea of Joan Collins going on a cruise in the 1960â€&#x;s.

This comes at a time where the designer has received great praise for her Autumn/Winter 2011 collection as seen at London Fashion Week

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with it being described as „world of its own.‟ It has been said that „it is clear that Fulton is creating a strong signature look for herself‟.

The collaboration is expected to fit in well with the existing range available and to meet with the brands traditions and values with the use of quality materials and embellishments as is to be expected from Radley London.

The collection will be available in all stand-alone Radley stores, concessions and via the website from September 2011 prices from £40£275.

TOTAL CAMPAIGN SPEND

Advertising

£255,186

New Media

£0

Public Relations

£15,000

Total

£270,186

Below can be found a breakdown of total costs required to cover the suggested campaign. It has been suggested that the amount be absorbed back into the business over 24 months.

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Estimated percentage margin here 15 Total spend £270,186 total turnover needed to cover costs

Number of months to absorb the cost 24 Amount of extra turnover per month

£1,801,240.00

£75,051.67

Based on Radley Retail Limited 2009/2010 yearly turnover of £28,057,000.00 the company‟s monthly turnover was 2,338,083.00.

Therefore extra turnover needed from the collaboration represents just 3.2% of the company‟s monthly turnover.

PLAN FOR EVALUATION User generated Facebook content can be monitored, this can be marked on a score system and all comments (negative/positive), will be used to review and develop the brand on a quarterly basis. In terms of the public relations event the success of this can be monitored by the increased number of customers showing an interest in the store or via the amount of editorial Radley London may receive as a result of press attendance.

The same applies for the advertising; sales figures and customer interest can be measured to show how successful the campaign has been. The main measure of how successful this campaign has been will be in 34

terms of market share. Any increase in turnover should boost the market share Radley London has of the total UK Accessories Market. Sales figures will be used by in-house staff to assess the success of the campaign and the collaboration itself and a review will follow.

CONCLUSION This report has suggested a number of ideas for the company Radley to boost market share of the UK Accessories Market, customer footfall and sales figures. These suggestions use a number of approaches including traditional print media, online advertising and also new media techniques such as social networking and public relations events.

It has been shown via an absorption costing that all suggested marketing costs can be covered by the business over 24 months with an additional monthly turnover of £75,051.62. It is believed that this suggestion is not unreasonable as the company‟s monthly turnover was 2,338,083.00. Therefore extra turnover needed from the collaboration represents just 3.2% of the company‟s monthly turnover Lastly there have been a number of suggestions for how Radley London would be able to track the success of any marketing campaigns with the use of Facebook‟s analytical capabilities and also traditional methods such as tracking customer footfall and sales figures.

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APPENDIX A

UK ACCESSORIES MARKET VALUE- VERDICT 2010

APPENDIX B UK ACCESSORIES MARKET VALUE PREDICTED GROWTHVERDICT 2010

APPENDIX C 36

RADLEY LONDON RETAIL TURNOVER- FAME

Radley Retail Limited London, NW1 7QX (England)

Registered no

02572572

Status Not publicly Active quoted The GUO of this controlled subsidiary is EXPONENT (TRULY) SPV 1 LIMITED

Profit & Loss account 30/04/2010

30/04/2009

30/04/2008

30/04/2007

30/04/2006

30/04/2005

th GBP

th GBP

th GBP

th GBP

th GBP

th GBP

12 months

12 months

12 months

12 months

12 months

12 months

Uncons.

Uncons.

Uncons.

Uncons.

Uncons.

Uncons.

Unqualified

Unqualified

Unqualified

Unqualified

Unqualified

Unqualified

Turnover

28,057

22,698

14,762

7,482

5,092

2,914

UK Turnover Overseas Turnover

27,041

21,748

14,023

5,092

2,914

1,016

950

739

APPENDIX D PRIMARY DATA RESULTS

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Question 3- What is the most you would be willing to pay for a handbag?

Complete list of all responses given to this question - £30 - £50.00 - 80 - 150 - £100.00 - £50 - £80

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Question 7- If yes, why?

Complete list of all responses given to this question - Style - Liked the style of their shoulder bags, and seem to be desirable.

- Great quality leather

Question 8- What comes to mind when you think of Radley?

Complete list of all responses given to this question - Popularity - Good quality - Dog logo, expensive, quality - My friend Shanti who loves Radley!

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- Dog tag - Scottie dog logo and cute designs

Question 12- If yes how much would you be willing to pay 40

for a handbag that is part of a designer range?

Complete list of all responses given to this question - 100 - 150 - £70.00 - £100 - £125

REFERENCES Brown, J. (2007) “Radley raises profile with UK stores and concessions” Retail Week [Online] Available at: http://www.lexisnexis.com/uk/nexis (Accessed 6 June 2011) Hines, T & Bruce, M. (2007) Fashion Marketing: Contemporary Issues.

London: Elsevier Ltd. https://fame2.bvdep.com/version201163/Report.serv?seqnr=1&context=1JAU4UVPDQ0W3LZ&_cid=63 McSmith, A. (2007) “Bags to riches: from stall at market to £130m business worth £130m” The Independent [Online] Available at: http://www.lexisnexis.com/uk/nexis (Accessed 6 June 2011) 41

Mintel (2007) Retail Store Design- UK [Online] Available at: http://academic.mintel.com (Accessed: 6 June 2011) Mintel (2009) Fashion Accessories Retailing- UK [Online] Available at: http://academic.mintel.com (Accessed: 6 June 2011) Mintel (2009) Fashion Store Environments- UK [Online] Available at: http://academic.mintel.com (Accessed: 6 June 2011) Mintel (2009) Advertising and Marketing in New Media - UK - [Online] Available at: http://academic.mintel.com (Accessed: 6 June 2011) Mintel (2010) Designer/Upmarket Clothing- UK [Online] Available at: http://academic.mintel.com (Accessed: 6 June 2011) Verdict (2010) UK Accessories Retailers [Online] Available at: http://360.datamonitor.com/ (Accessed 6 June 2011) www.bradinsight.com www.facebook.com/press/info www.facebook.com/ads/create www.radleyandco.com www.radley.co.uk www.twitter.com

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