m
Prepared By: Team Covent Garden
LCF FdA Fashion Marketing & Promotion Yr 1
Amy-Louise Chapman
Term Three Integrated Project
Chantal Lawren Sainsbury
Tutor: Tim Williams
Christine Bulbrook
Submission Deadline: 25/06/10
Sian Marie Jones
Word count: 3612/3500
Stefanie Averil Oakley
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Table of Contents
1
Executive Summary ............................................................................... 4
2
Introduction .......................................................................................... 5
3
Debenhams PLC Profile ........................................................................... 5
4
Industry Profile ........................................................................................ 7
5
‘Unique Me’ Product Concept .................................................................... 8
6
‘Unique Me’ Target Consumer and their Drivers ......................................... 12 6.1
Primary Data Summary ..................................................................... 15
7
‘Unique Me’ Competition ........................................................................ 16
8
‘Unique Me’ Price .................................................................................. 20
9
‘Unique Me’ Marketing ........................................................................... 23 9.1
In-store Marketing ............................................................................ 23
9.2
New Media Marketing ....................................................................... 26
9.2.1
Research .................................................................................. 26
9.2.2
Platforms for New Media Marketing ............................................... 27
9.2.3
Mobile Bar-Coding (Microsoft Tag) ................................................ 27
9.2.4
Social Networking Websites ......................................................... 29
9.2.5
New Media Marketing Cost Evaluation ........................................... 32
9.2.6
Reviewing our new media campaign ............................................. 33
9.3
Unique Me Advertising ...................................................................... 34
9.3.1
Magazine Adverting .................................................................... 38
9.3.2
Websites ................................................................................... 39
9.3.3
Digital banner ............................................................................ 39
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10
9.3.4
Outdoor Advertising .................................................................... 39
9.3.5
Budget and Justification of Advertising ........................................... 40
Public Relations .................................................................................. 41
10.1
PR budget .................................................................................... 43
10.2
Media Pack .................................................................................. 47
11
Supply Chain...................................................................................... 51
12
Appendix A – Launch Event .................................................................. 53
13 Appendix B - Primary Market Research ................................................ 56 13.1 14
APPENDIX C ................................................................................ 60
Bibliography ....................................................................................... 63
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1
Executive Summary
Debenhams is ideally poised to launch a fantastic product for the teenage fashion world, with a new line of underwear and loungewear. This marketing plan outlines the approach to attaining an increase in company sales and profits during the coming year. The aim is to become the UK’s leading speciality retailer of underwear for female teenagers. The lower markets are well catered. Debenhams can take advantage of a gap in the market by producing an own-brand range of environmentally responsible, fashion focussed products. Branded under ‘Unique Me’ this underwear will compete with established retailers by offering fit, function and fashion, whilst delivering a new, more satisfying in-store experience that will gain customer intimacy. The sales target is £3,332,638.00 We think this target is attainable because the consumer shift away from the ‘throwaway culture’ shows a need for a new empowering product. To achieve these goals, the sales promotion budget will be £121,500.00, or 4 percent of projected sales. The advertising budget will be £332,638.80, or 10 percent of projected sales. The new media marketing budget will be £20,000.00, or 0.5 percent of projected sales.
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2
Introduction
This report serves to detail how Debenhams will launch a new sub-brand of teen focused under-wear and lounge-wear to address the niche youth sector of lingerie. New brand ‘Unique Me’ will provide the British High-street with a functional and fashionable female teen focused offering, which delivers a clear brand position. The new line will engage the growing demographic of fashion-forward eco-conscious female teen consumers via a covetable product concept, alongside a strong focal point on humanitarian and environmental issues. A considerable focus in this report will be on who the target consumer is, and the product Debenhams will have to offer her. This will place the retailer ahead of its relevant competition. The report will show how the ‘Unique Me’ product would address the gap in the lingerie market and deliver on margins whilst incorporating design and style. Details of traditional in-store marketing, advertising and newer media based promotion, including product launch, will be highlighted alongside costs and scheduled timelines. Lastly this report will propose a method for evaluating the performance and results of all promotional activities.
3
Debenhams PLC Profile
Since its formation in 1778, Debenhams has grown to153 stores in the UK, all the time diversifying and designing its way to becoming the sweetheart of Britain’s High Streets. The company has built a recognized brand around, providing a wide selection of affordable and well designed own-brand and third party ‘key’ products. 5| Page
Figure 1 Debenhams Fascia
In 2009 Debenhams changed its marketing slogan from ‘Britain’s favourite Department Store’ to ‘Design in Every Department’. The change of branding signalled a fresher, streamlined and more design-led consumer offering and was a direct reaction to consumer feedback. “Our shoppers have told us they want fewer
brands with a clearer brand positioning.” Deputy chief executive Michael Sharp (Drapers, 2009) This move in direction shows that Debenhams is prepared to avoid complacency and is proactive in its marketing responsibilities.
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4
Industry Profile
The current female lingerie market is worth an estimated £1,905m (Underwear - UK March 2010). There are currently well over 100 brands of lingerie being sold in the UK. Only a handful of these brands have a dedicated teen offering. According to trade magazine Lingerie Buyer: ‘there was little in the current teen bra offerings that teens actually wanted to wear’ (Mintel 2007)
There is overwhelming evidence to support the prevalent gap of an own brand of lingerie for Debenhams:
Over 500,000 girls across England and Wales are eligible ‘Unique Me’ consumers. (Office for National Statistics, 2009)
In 2009 under 20s were responsible for 7.2% of all sales of clothes and accessories. (TNS 2009)
The parents of under 20s, i.e. adults aged 45-54 and over 55s, were responsible for spending 18.6% and 30.3% respectively - totaling 56% of all sales of clothes and accessories. This is a high level of disposable income. (TNS 2009)
Own labels took a 71% share of total market. (Mintel 2009)
In a 2007 Lingerie report Mintel (2007) states:
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‘Teens want something different’
5
Debenhams is highest selling department store to teens. (TNS)
‘Unique Me’ Product Concept
‘Unique Me’ will launch a Reversible Tshirt Bra – plain colour on one side/themed prints on the other.
Clear flexisupport technology will be used as an alternative to traditional underwiring to offer unbeatable comfort and fit.
Environmental sustainability and Fairtrade production offers teenagers a unique opportunity to buy into a responsible, affordable and desirable underwear brand
Table 1 Unique Me Product Concept Figure 2 Unique Me Product Concept
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Launch themes will be; Vintage, Preppy, Kitsch and Rock. Optional Products will include Interchangeable Bra Straps and Bra charms.
Matching themed briefs, lounge pants and camisoles will complete the range of ‘Unique Me’.
‘Guest Designer’ special edition prints will help maintain product differentiation.
“Unique Me” Figure 3 Unique Me Logo
Concept being marketed to teens: ‘Underwear, just for me, that satisfy my need for comfort, my interest in style, and fulfil my responsibility to our environment.’
Concept being marketed to Parents: ‘A return to Innocence – Stop the over-sexualisation of our daughters.’
•
‘Unique Me’ recognises a need for young girls and teenagers to access a grown-up underwear brand. The present unbalanced over sexualisation or tendency to make the fashion juvenile leads to limited offerings.
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•
The brand name ‘Unique Me’ already evokes a feeling that she is being taken seriously and is being invited into a more grown up world where her experience is important.
•
Our aim is to build strong brand recognition and a loyal customer following.
•
By seeking to appeal not only to teenagers but also their mothers, ‘Unique Me’ will create an instore environment where mother and daughter can value an experience together that is important but presently undervalued.
•
Developing new business opportunities through brand extension will enable store space expansion, allowing ‘Unique Me’ greater profitability.
•
Plans call for expansion into the International Marketplace by placing ‘Unique Me’ in Debenhams department stores globally.
Mission Statement:
Debenhams is set to become the UK’s leading speciality retailer of underwear for teenagers. With the development of ‘Unique Me’, the new own-brand range of underwear and loungewear for teenagers, a new vision will been created. ‘Unique Me’ offers teenagers the opportunity to help build a Fairtrade environment, whilst buying into a design led, fashion focussed, grown-up ‘teen’ underwear line. 10 | P a g e
‘Unique Me’ products will be available through 153 Debenhams department stores and online at www.debenhams.com
“Celebrating our unique world... Unique Me” Figure 4 Unique Me Tagline
‘Unique Me’ is committed to growth and the continuation of shareholder value through three major initiatives. 1. Gaining brand dominance through constant innovation and sustained differentiation. 2. Increasing the presence of the brand via stores, e-commerce and eventual international distribution. 3. Developing new business opportunities through brand extension.
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Logo:
6
‘Unique Me’ Target Consumer and their Drivers
The Unique Me consumer is aged between 11 and 16 years old and is the daughter of AB1 parents. She is repeatedly frustrated with the current teen fashion market offerings, which tend to be either, inappropriately mature i.e. overtly sexy, or relatively juvenile.
Figure 5 Unique Me Target Consumers
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The parents of this target consumer aim to allow their daughter autonomy but find themselves continually faced with a marketplace filled with garments that suggest an overtly sexual context. Debenhams aim to fill the gap for stylish and attractive yet modest underwear for teen girls. This new offering will focus on ultimate fit, function and fashion and is intended to empower teens with confidence to collectively express their individualities within their all important peer groups. Recent research has shown an influx of technology has left these young New-Media users, lonely and in need of more personal and emotional connections.
The internet has changed the way people communicate but some experts argue that social networking sites like Facebook and Twitter undermine social skills (Mental Health.org.uk, 2010) And...
Evidence in The Lonely Society? also reveals that technology doesn't provide the physical contact that benefits well-being. (Mental Health.org.uk, 2010)
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Figure 6 ‘Unique Me’ taking Mothers and Daughters into consideration
Figure 7 ‘Unique Me’ Target Consumer Peer Identity Bra charms will allow the target market to personally accessorize their individual bras, providing them with an aid to express their individuality hence empowering their identities whilst fitting in with their peers by brand-sharing.
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6.1
Primary Data Summary
The primary market research was undertaken in two parts; a questionnaire to teenagers and a focus group with mums with teenage daughters.
By asking teenagers what they wanted from a bra in a questionnaire, a product was developed that was both contemporary and desirable.
This product was taken to a focus group of mothers who made comments which were incorporated into the design process.
Prices of bras from favourite high street retailers were analysed and both mothers and teenagers were asked how much they think the bra should cost.
The questionnaire asked teenagers about the importance of branding, their attitudes to Fairtrade and how important these issues were to them.
The retail environment that teenagers feel comfortable shopping in was researched along with questions about online shopping.
From the research, the product line called ‘Unique Me’ was developed.
Parents considerations were taken from www.mumsnet.com For results - (See appendix: B and appendix: C)
Figure 8 Primary Data Summary
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7
‘Unique Me’ Competition Competitor
Strengths
Weaknesses
‘Unique Me’ Debenhams
Marks and Spencer
Present UK
Product offering
With two specially
teen underwear
for older teens
created teenage
market leader.
is juvenile.
underwear lines now in
Trusted by
No dedicated
parents.
teenage
Product offerings are affordable and functional. No real competition. Excellent worldwide distribution.
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underwear sales environment.
store, and a dedicated teen environment Debenhams is set to become the UK market leader. Fairtrade product.
Relatively low advertising and promotion. Not Fairtrade endorsed
John Lewis
Established and No dedicated
With ‘Design in every
highly regarded
teenage
Department’ and the
department
underwear
UK’s favourite
store.
sales
department store,
environment.
Debenhams, will
Good quality, attractive
Relatively low
product.
advertising and
Trusted by
promotion.
compete with John Lewis’ ‘The UK’s favourite Retailer’, by offering quality
parents.
Not Fairtrade endorsed
product at a competitive price. Fairtrade product.
New Look
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Popular
Parents may
Debenhams will create
shopping
feel out of
an environment where
destination for
place.
teens feel happy to
teenagers.
Product fit is not experience buying’
Good value
highly regarded. Unique Me’, either with
product.
Quality is not
Recent
highly regarded. UM will offer superior
television
Not Fairtrade
value in fit, comfort,
advertising
endorsed.
quality and fashion.
campaign for
.
friends or parents.
new look ‘New Look’.
Topshop
High fashion
Sizing does not
‘Unique Me’ will offer
appeal.
cater for young
fashion focused product
teens.
in a friendly and
Environment encourages
Expensive.
environment, with
impulse purchasing.
comfortable
Parents may feel out of
expert fitters on hand. Fairtrade product.
place. Not Fairtrade endorsed Maidenform (Debenhams)
Maidenform has 75 years
The price
‘Unique Me’ will offer an
experience in
relates to a
extension to the
producing
basic and
Debenhams teenage
underwear.
functional teen
underwear department.
bra with no
UM’s price relates to
added extras.
the superior product
New teen bra is great value. Exclusive to 18 | P a g e
Brand new line
offering, advertising
Debenhams.
so any
costs and attention to
feedback is yet
detail.
to be
Fairtrade product.
established. Sales could be affected by launch of ‘Unique Me’ in Debenhams. Low profile advertising. Not Fairtrade endorsed
Table 2 Unique Me UK Competitors
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Figure 9 Samples of researched competition product
8
‘Unique Me’ Price
The Junior bra market is competitively priced noticeably in the lower priced markets i.e. Primark, Peacock, Matalan, and Tesco/Asda The following chart demonstrates a pricing and sizing matrix from leading UK retailers. With six brands of bra chosen, the chart demonstrates the current prices and sizes available to the teenage consumer.
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Make of Bra
Sizes
Price
Source
Angel First Lingerie
28 AA - 38 B
£9.50-£15.00
Marks and Spencer
(pack of 2) John Lewis
30 AA – 36 B
£16.00
John Lewis
(pack of 2) John Lewis ‘Girl’
8 years-16
£7.00-£16.00
Teen Bra
years
each
New Look
9 years-15
£7.00-
years
(pack of 2)
John Lewis
New Look
To £6.00 each Topshop
32 A – 36 DD
£10.00 - £18.00
Topshop
each Maidenform
28 A- 34 A
£8.00 - each
Debenhams
Table 3 Unique Me UK Competitors
Based on research, the average price of a ‘Unique Me’ competitor’s bra is around £9.00. Using the competition as a starting point, other factors influencing the ‘Unique Me’ price are:
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Pricing Considerations Target Market
‘UNIQUE ME’ Price ‘Unique Me’ customer is a brand conscious consumer who values designer product and excellent customer service. This consumer expects to pay higher prices to receive a quality garment and enjoyable shopping experience.
Company Objectives
The ‘Unique Me’ brand aims to emulate its’ parent company Debenhams by offering an affordable’ designer ‘ range of underwear.
Competition
Using the competition as comparison, ‘Unique Me’ can determine how to price competitively.
Table 4 Retail considerations when determining price
A proposed bra price of £12.00 shows that ‘Unique Me’ is in-line with the competitor’s price whilst taking its values into consideration. This includes advertising considerations. The following chart demonstrates the retail prices of additional ‘Unique Me’ product based on competitors prices and taking into consideration the unique in store experience associated with ‘Unique Me’ shopping. 22 | P a g e
Additional ‘Unique Me’ product
UNIQUE ME Price
‘Unique Me’ Briefs
£4.00
‘Unique Me’ Cami top
£9.00
‘Unique Me’ Lounge pants
£12.00
‘Unique Me’ Bra straps
£3.00
‘Unique Me’ Detachable charms
£1.00
Table 5 Additional Unique Me products
9 9.1
‘Unique Me’ Marketing In-store Marketing
The consumers shopping experience will be critical to the ‘Unique Me’ brand. Store environment is a determining factor in affecting choice of shopping venue. (Hines & Bruce, 2007). ’Unique Me’ will focus on the following:
‘Unique Me’ floor space will stand out with a garden theme, consisting of colourful and whimsical designs, to evoke the feel of an English garden, in keeping with an ecological ideal.
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Figure 10 Unique Me Debenhams Instore Concept
The company can add even more value for consumers by paying detailed attention to circulation, fitting rooms; checkouts and ambience (music, etc) to further encourage the shoppers (Mintel, Retail Store Design, 2007). Creating a mini ‘store-within-store’ to give a boutique feel (Mintel, Fashion Store Environments 2009).
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Store floor will be fitted with a comprehensive range of environmentally sound features including sustainable wood, locally produced products and recycled materials when possible.
Within each changing room, a proprietary holistic method of fitting will be practiced that is focused on more than just the right size. The instore fit specialist will teach teens how to wear a bra, how to improve style through use of a proper fitting bra, and how to double the life of a bra, with proper care. However, most importantly, we show teens that the right styles combined with the right fit will provide her comfort, and improve her body image. Helping teens to feel they are independent and taken seriously as shoppers (Mintel, Retail Store Design, 2007).
A fitting log will be established for each customer and will be maintained on subsequent visits.
Seasonal in-store competitions will be held to secure customer emails and information. Details will be used to send adverts, product information and upcoming events to existing and potential customers.
A promotional sales and loyalty programs will be created to reward existing customers.
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9.2 New Media Marketing 9.2.1 Research
According to Mintel (2008), the following forms of marketing are the most effective at reaching the 11-16 age groups:
Viral marketing
Branded websites
Social networking sites
Mobile marketing
Peer-to-peer marketing
Further research shows:
Over a third of 11-16 year olds would now ‘rather surf the net than watch TV’
40% of 11-16 year olds use social networking sites
Mobile phones are now a ‘must have’ for 11-16 year olds
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9.2.2 Platforms for New Media Marketing
The basis for our marketing approach will be to educate, inform, empower and entertain our audience. We will connect with the audience in a more direct way than just traditional print/outdoor advertising, identifying with them in ‘their’ online space.
9.2.3 Mobile Bar-Coding (Microsoft Tag)
Figure 11 Unique Me Microsoft Tag Marketing According to eMarketer, in 2009, more than half of Internet users worldwide used mobile phones for “mobile shopping” experiences, which included a variety of Instore shopping-related activities (“Mobile Shopping Takes Hold Worldwide,” eMarketer, January 2010) taken from http://tag.microsoft.com/business/retail.aspx (accessed 14.06.2010) Mobile bar-coding on products allows our customers to gather further information about the product by simply scanning the barcode. Information obtained from the barcode will include further information about: 27 | P a g e
How our products are produced (promoting and educating the use of sustainably produced goods)
Fitting and sizing guides
A ‘reserve and buy later’ system
Options to participate in competitions and other promotional activities such as events
Example of how cosmetics brand ‘Lush’ use labels to intergrate identity into their packaging:
Figure 12 Lush exemplifying the possible ‘Unique Me’ Labelling (http://www.lushusa.com/images/newtolush/make-by-hand.jpg) Today’s generation of teenagers have come to expect easily obtainable, interactive information in the real world as they would online. By using software such as Microsoft Tag we can engage with our audience on a deeper level providing them with information tailored to their needs. The interactive mobile bar-coding system will
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be optimised over a range of platforms including the use of gift cards (see image below) as well as print, outdoor and point-of-sale advertising.
Figure 13 Unique Me New Media Gift Card Marketing (http://tag.microsoft.com/business/retail.aspx) accessed 14.06.2010 9.2.4 Social Networking Websites
User generated content is very important in communicating our brand to the teenage audience. The ‘it’ product is usually dictated by peers and not directly by commercial advertising. By interacting with the audience in ‘their’ space online we can learn more about what they like, want and need.
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Figure 14 New Media Targeting the Target Consumer http://www.facebook.com/ads/create/ (16.06.2010) We can target 1,382,360 people in our audience bracket through the social networking website Facebook (audience: Females, aged 16 and younger in the UK). 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 (accessed 16.06.2010)
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The above research shows that Facebook is the perfect platform to market our range of underwear to our target audience. Our marketing campaign will be rolled out across the Facebook website through a mix of targeted pay per click button advertising, a ‘fan-page’ which will become a platform for user generated content as well as promotional activity such as competitions and sponsored events. We will use the Facebook activity to carefully monitor our audience, learning and developing our products to meet their needs. Below is an example of competitor teen underwear range ‘Sugar Plums’ fan-page on Facebook:
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All online advertising will be optimised through behavioural and geo-targeting; to ensure that our adverts are placed in front of the correct people. A web team working on SEO and Google Ad words will ensure our product is seen in search engine results, ahead of our competitors. 9.2.5 New Media Marketing Cost Evaluation
Platform
Cost
Breakdown Set-up FOC: Website and content maintenance provided by in-house comms
Microsoft Tag (Mobile Bar-coding)
£0*
team Budget for advertising bid for ROS
Facebook - PPC Advertising (targeted)
£10,000 pa
advertising across 1,000,000 users In-house comms team, monitoring and
Fan-page (User generated content)
£0
updating content
SEO / Google Ad Words
£10,000 pa
SEO In-house, Google Ad-words bid budget In-house comms team, create and monitor
Home Website (ROS advertising)
£0
behavioural targeted advertising
TOTAL:
£20,000 pa
Eqv. £1666.67 per month
Table 6 Unique Me New Media Cost Evaluation
*http://tag.microsoft.com/resources/faq.aspx
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9.2.6 Reviewing our new media campaign
Both Microsoft Tag and Facebook have built-in analytical and reporting capabilities which will help us to ensure that our marketing is used in the most cost effective way. We will also monitor user generated content on Facebook, this will be marked on a score system and all comments (negative / positive), will be used to review and develop our brand on a quarterly basis. The user generated content will also be monitored to ensure that our customers are protected. Due to the age of our customer and the nature of our product we will ensure strict monitoring is in place to protect them from any inappropriate activity. Example reporting capabilities from Microsoft Tag:
Figure 15 Microsoft Tag reporting capabilities 33 | P a g e
9.3
Unique Me Advertising
Research shows that the most commonly used advertising formats for selling lingerie are press and outdoor (Mintel 2010). Based on this, it is suggested that ‘Unique Me’ advertising be centered on teenage magazines and various outdoor advertising techniques in conjunction with ‘New Media’ marketing. Main monitored media advertising expenditure on underwear and Lingerie, by media type, 2002-06:
2002 2003 2004 2005 2006
£000 £000 £000 £000 £000
Cinema
-
-
-
- 151.2
Direct mail
-
-
685
500 138.5
493 1,216
615
455
Outdoor
Press
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495
4,054 6,750 5,915 6,052 5,740
Radio
TV
123
110
60
177
166
2,273 1,290
435
22
-
Grand total 6,943 9,366 7,094 6,757 6,690
Table 7 Advertising Research Advertising for ‘Unique Me’ will be youthful and fun, with a focus on environmental issues. Advertising will feature the logos for fair-trade and chosen charity PLAN to communicate to consumers that by making this purchase they are supporting the manufacturers and local people involved. Advertising will feature models around the same age as the target market so as not to alienate consumers. It is also suggested that the designer collaboration with Jennifer Ambrose is featured in adverts during said period. Advertising will encompass the importance that the target market feels they are getting a designer product made especially for their age range at a reasonable cost. Examples can be seen below, that show the possible look of the adverts.
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Figure 16 ‘Unique Me’ advertising 36 | P a g e
Included in the advertising, is the reason behind the sponsorship of PLAN and a list of websites where the consumer can get more information on this, which is key to the success of ‘Unique Me’ and the sponsorship itself. One suggested idea for a public relations exercise includes a modeling competition to find “The Next Unique Girl”. The winner of this competition will feature in advertising for ‘Unique Me’; this exercise will boost promotion of the products via word of mouth between the peer groups. It is suggested that the competition is featured in the magazines that have been chosen to feature the advertising such as Mizz, Bliss and Sugar.
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9.3.1 Magazine Adverting
Name of
Readership Age
Publication
Range
Sugar
12-17
Shout Mizz
Circulation
Advertising
Total Costs for 6
Costs
month period
140,980
£5100
£30,600
11-14
72,008
£3885
£23,310
10-14
49,230
£3600
£21,600
£18pcm
£108
£7800
£46,800
£30pcm
£180
£3025
£18,150
mizz.com Bliss
13-17
88,801
mybliss.co.uk
Girl Talk
7-12
68,026
Total Costs
Table 8 Magazine Advertising Expenditure
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£140,748
9.3.2 Websites
Selling online is fundamental with teenagers as they want the newest information and products immediately. Websites featuring the ‘Unique Me’ line will include www.debenhams.co.uk, www.uniqueme.co.uk, www.mumsnet.com and also feature on www.plan-uk.org.
9.3.3 Digital banner
Digital banner adverts will also feature on websites suitable to the target market such as www.myblizz.co.uk and www.mizz.com. Adverting will also feature on websites such as Facebook and Myspace.
9.3.4
Outdoor Advertising
Outdoor advertising is the second most popular choice of advertising for the sale of lingerie and is also a great way to target the teenage age group as various new and exciting techniques can be used. This includes buses, digital screen media and reverse graffiti. Examples of the techniques can be seen below.
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Buses-
50 sites over 4 weeks
£160,924
Over 2 weeks
£29,500
50 sites in London
£1466.80
Mega Rear London Digital Screen MediaLCD Consumer Pack Reverse Graffiti-
Total Costs
£191,890.80
Table 9 Outdoor Advertising Expenditure Figure 14 ‘Unique Me’ Outdoor Advertising
9.3.5 Budget and Justification of Advertising
A budget of £500,000 has been set aside for the advertising of the ‘Unique Me’ product line. The press and outdoor advertising mentioned has amounted to the cost 40 | P a g e
of £331,172. A justification of the costs of advertising can be seen below featuring the number of products to be sold to cover the costs of advertising.
Total Cost
Selling Price of bra
£332,638.80
£12
Profit margin on
Number to be sold to cover
bra
costs
20% of £12 = £2.40
137,988 over 6 months = 5331 per week
Table 10 Justification of Advertising
10 Public Relations
“Consumer awareness and concern with issues like sustainability and ethical production and trading is higher than it has ever been. Despite growth, this remains as yet an undeveloped market, if one with plenty of potential.” (Mintel, Ethical Clothing UK 2009)
Launch Event:
Eco themed launch event with Garden type theme to be held at Inn the Park, within St. James Park (Appendix). Launch event to coincide with Debenhams Window displays and free Bra Charm giveaways.
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Figure 15 ‘Unique Me’ Launch Event
Donate 10% of sales from launch event to PLAN.
Invite press to attend event
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Ongoing Seasonal Events / Promotions
Have a spokesperson i.e. June Kenton visit secondary schools to inform girls of the importance of fit and breast health awareness http://www.rigbyandpeller.com/media/article141.aspx
Create an in-store ‘SwapShop’. Teens can bring in their old bras to donate to charity and receive a discount off their new purchases. (Mintel, Ethical Clothing UK 2009)
Figure 16 ‘Unique Me’ Instore Bra 'SwapShop'
Media-Pack to be sent out to relevant parties. (Appendix C)
10.1 PR budget
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The budget for this Public Relations campaign will be calculated using the Absorption Costing formula. This formula earmarks 15% of the gross profit, i.e. margin from retail sales, for Public Relations. Revenues needed to cover all costs within this campaign will be divided between: Description of Cost
‘Unique Me’ offices, fittings and utilities
Absorption and
Absorption and
justification by
justification by ‘Unique
Debenhams PLC
Me’
‘Unique Me’ will share a relatively small area of the Debenhams Head Office therefore property and fittings are already existent and paid for.
Unique Me office staff salaries
The Unique Me office staff will be drafted from Debenhams stock who are already on the Debenhams payroll. Unique Me is a sub-brand and so are justifiably paid by Debenhams.
Media briefing events
Production of briefing documents and catering for events will be the sole responsibility of Unique Me.
Table 11 Public Relations Budget
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The Unique Me brand will be given a period of three years to establish itself. After the initial three year period Debenhams will review the success of the brand and decide whether or not to continue long term. Therefore the following costing plan is based around a three year period. Months ‘Unique Me’ Public Relations campaign will run for
36 Months
Proposed ‘Unique Me’ Public Relations campaign budget
£100,000
Proposed ‘Unique Me’ Operating Margin:
15%
And: Total amount of revenue needed from ‘Unique Me’ sales, over 36
£666.666.57
months, to justify Public Relations campaign
Total amount of extra monthly turnover needed from ‘Unique Me’ sales to
£18,518.52.
justify Public Relation campaign Based on Debenhams 2008/09 yearly turnover of £1,839,200,000 the
£153,266,667.00
company’s monthly turnover was
Therefore extra turnover needed from the ‘Unique Me’ brand represents just 0.012% of this monthly company turnover.
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Launch Event Costing: 1) Photo Shoot and Creation of 150 Media
£4000.00
Kits 2) Launch Event
Venue Rental
£5000.00
Decorations
£500.00
Flowers
£500.00
Food/Drink
£3000.00
Invitations
£1500.00
Music
£1000.00
3) Fashion Show @ Launch Event
£1000.00
4) Sample boxes/packaging/courier service
£2000.00
5) Debenhams In-Store Posters
£1000.00
6) Training and Information for Employees
£2000.00
Total: Table 12 ‘Unique Me’ Launch Event Costing
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£21, 500.00
10.2 Media Pack Media Pack contents: Press Release
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Debenhams Biography
Debenhams – About Us Since its formation in 1778, Debenhams has grown to154 stores in the UK, all the time diversifying and designing its way to becoming the sweetheart of Britain’s High Streets. The company has built a recognized brand around providing a wide selection of affordable and well designed own-brand and third party ‘key’ products.
In 2009 Debenhams changed its marketing slogan from ‘Britain’s favourite Department Store’ to ‘Design in Every Department’. The change of branding signalled a fresher, streamlined and more design-led consumer offering and was a direct reaction to consumer feedback. “Our shoppers have told us they want fewer brands with a clearer brand positioning.” Deputy chief executive Michael Sharp (Drapers, 2009)
Fabric Swatches
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Look Book - Fabrics
Design Images
Look Book – Design Images
Charm Images
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Look Book - Bra Charms
Advertising
Advertisements
Advertising
Advertisements
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Designer Collaboration
Designer Collaboration
Jenny Ambrose 'Eco Parlour‘ 'Our range is designed to bring out your playful pin-up persona draped in the most gorgeous eco-friendly fabrics including bamboo, Soya and organic silk.'
Launch event
11 Supply Chain
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Launch Event – Mother & Daughter Picnic, St. James Park Saturday August 14th, 2010
"I did not get any education but I want my children to. Because of the Fairtrade price, I can send them to school." - Laljibhai Narranbhai, cotton farmer, Agrocel
VERtical Integration in COTTon (c. 1999) is a direct partner of AGROCEL and entails the manufacturing arm of these joint corporations. These ventures pride themselves on their accomplishments to create markets for their high quality organic, cotton produced by Agrocel farmers across India. All garments manufactured by Vericott are accredited and proudly exhibit the Fairtrade symbol, which means its cotton is sourced from farmers who receive a fair price for their crops. The garments are manufactured by technicians who work under independently monitored and humane conditions.
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12 Appendix A – Launch Event ‘Unique Me’ Launch Event: Saturday August 14th, 2010 Event to be held within St. James Park – “Inn the Park”. Garden Party for mothers and daughters, picnic style
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Invitations: To be distributed throughout Debenhams in the weeks leading up to event. Emails sent to existing Debenhams customers. Flyers / Commercial / Print Ad’s
Decorations: Inexpensive flowering plants, white lights, tea light candles, flower table cloths Refreshments: Fruit Cocktails (non-alcoholic), cupcakes, picnic style finger foods
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Activities: Fashion shows, shopping (an exclusive chance to purchase the line before the general public) music and competitions.
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13 Appendix B - Primary Market Research Covent Garden Focus Group Brief Skype conference call Date: 09/05/2010 Time: 20:00 Participants: Shanti Inglebright, mum of a 12 year old girl, Highly Specialist Systemic Psychotherapist. 47 years old. Emma Mccabe, mum of 15 and 10 year old girls, full-time mum. 42 years old. Sally Bogle, mum of a 12 year old girl, Performance Coach. 38 years old. Carole Maxwell, mum of a 15 year old girl, full-time mum. 49 years old. Susan Hubbard, mum of a 13 year old girl, Midwife. 37 years old.
Question led discussion with thoughts and feelings about underwear shopping for teenage daughters and the type of product presently available. Thank you Focus Group summary of findings The panel was asked: 56 | P a g e
What they like and dislike about shopping for bras with their daughters?
- Do not like that staff do not seem trained to deal with the young girls. “It’s a lot of potluck trying on and getting the right fit”. It is often just left to the mums. - Liked the experience of going to buy new underwear with their daughters, but also felt it is a very delicate experience and often made awkward because of store environment.
Where is the best place to go shopping for new underwear and why?
- Marks and Spencer – best available product at the moment. - Asda/Tesco – convenient.
Do you prefer to shop for your daughters or give them independence in their choices?
-
All preferred to shop with their daughters. Although the mothers would like to
give autonomy whilst in the store so as not to embarrass the daughters. - All would be worried that their daughters go for push up bras! 57 | P a g e
Do you think a new type of teenage bra is needed and if so what ideas could you think of to make it desirable to mums and daughters?
- Unanimous yes. - Brighter colours -
More grown up design but avoiding any sexual implication.
-
A bra that would be joyfully received as a gift.
- Better store environment. With some privacy. - Trained in store staff.
How much do you want to pay for this bra/ experience? - £12.00-£15.00
The finished PP presentation was delivered to the focus group at a later date and feedback was received. The group made the following suggestions:
They believed the best form of advertising would be impressive window displays and Debenhams website.
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The bra looked fun and appealing, the concept of charms and replaceable straps were great for gift ideas between friends and would be definite stocking fillers!
The Return to Innocence was an impressive statement.
Bringing the girls into Fairtrade environment would make them feel mature.
The reversible idea is great, the girls need plain colours for school and the reversible idea makes the mums feel as if they are getting two bras for the price of one!
They would all be happy to pay that little bit extra for good service and a quality product.
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13.1 APPENDIX C

Online questionnaire delivered to 20 young girls between the ages of 11 years old and 16 years old.
We would like to thank you all for taking the time to complete this. What we need is for you to be as open and honest as possible :) Many thanks Covent Garden student group LCF London College of Fashion (University of the Arts), London Market research questionnaire for proposed launch of a Teenage Bra and Brief set
1. How old are you? 2. What is your favourite magazine? 3. Who is your style icon? 4. What is your favourite music? 5. Do you go with your mum or your friends when shopping for new clothes? 6. What is your favourite shop? 7. Where do you think is the best place to buy new underwear? 8. Have you ever bought new underwear online? If so, from where? 60 | P a g e
9. How many bras do you own? 10. What is the most difficult thing about buying a new bra? 11. What do you think is the most important consideration when buying a new bra i.e. price, fit, quality, colour? 12. Do you think a reversible bra is a good idea, i.e. plain colour one side and print the other? 13. Aside from black and white, what other colours do you think are important when buying a bra? 14. How much do you think a good quality Teenage bra should cost? 15. Do you know about Fairtrade and if so is it important to you? Summary of findings
Favourite magazines included Top of the Pops, Sugar, Cosmo Girl. The girls said they also like to read their mums glossies.
All had different tastes as far as style icons go, Selena Gomez and Cheryl Cole came out as most popular.
Below the age of 15 none of the girls shopped with friends, they went with their mums.
Marks and Spencers came out as top destination for bra buying with Debenhams, Primark and New Look just behind.
None shopped online.
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Comfort and Fit are top priorities.
All except one participant thought the reversible bra to be a good idea.
The girls wanted brighter colours and patterns for their bra.
They expect to spend between £5.00 and £12.00
All knew about Fairtrade, 70% said it was important to them but said they are not very aware of what shops sell Fairtrade.
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IMAGE
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(Accessed