Little Luxuries report

Little

Luxuries

Amy Livesey N0682277 Word count - 3,917

Little

Luxuries

Ethics clause

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

Contents 1-2 3-4 5-13 17 19-20 22-23 24 26 30 33-34 35-36 37-38 39-40 41 43 44 45-46 51 52 53-57 58 59-60 61-63 65 66 67 68 69 70-72 73-75

Introduction Methodology Brand overview Brand USP Current strategy Brand identity Keller’s model Product USP Market overview Market positioning Competitor analysis Macro trends Micro trends Ansoff matrix Pricing Range development Online avenues Primary customer Secondary customer Communication plan Collaboration Press release Instagram posts Future development Critical path Conclusion References Bibliography Appendix Iluustration list

Introduction

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This report will take a closer look into the development of a creative and strategic brand. Both primary and secondary research will be conducted in order to gain clear insights into the homeware market and target consumer. A marketing and integrated multi-channel communications plan will then be made to showcase how the brand will start to build awareness over the first year.

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M e t h o d o l o g y

Primary The objective of both the primary and secondary research was to find out about the homeware market and who Little Luxuries protentional target customer would be and their buying habits.

The questions asked were tailored to what the project was aiming to achieve and building the groundwork for a new brand to be developed.

Online survey An online survey was carried out by 103 participants with 9 questions on homeware accessories and buying behaviours (see appendix 1-9 for results).

Interviews Interviews were conducted in order to collect qualitative date and back up the information found out from the survey. 6 people were interviewed, mix of male, female and ages (see appendix 11-16 for transcripts).

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Secondary Secondary research was used to solidify the primary research, as well as look into the homeware market, current trends and what was already being done by competitors.

Competitors websites Competitors websites were looked at to give a clearer understanding of what other brands were doing and what Little Luxuries needed to do to be competing effectively.

Market research Both Mintel and Euromonitor were used to give some interesting insights into the UK homeware market and the consumers.

Trend Websites WGSN, LSN, Euromonitor were all used to find the most current and relevant Macro and Micro trends that could then be looked into further.

Online reports, articles and blogs

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Bramd Overview

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About the brand

Little Luxuries is a British homeware accessory and lifestyle brand, providing customers with amazing hand made must haves. All the products have been designed with style and authenticity and hand crafted with love. Little Luxuries is a brand that offers accessible luxury and is inspired by calming colour palettes, stylish designs and the love of sustainable materials. They sell a variety of homeware accessories ranging from candles and mugs to photo frames and indoor plants. The relaxing lifestyle the brand offers is inspired by Hygge.

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What is Hygge?

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Proposition Little Luxuries is a homeware accessories and lifestyle brand, delivering high quality, sustainable goods that consumers love and trust. Their Little Luxuries for the home help create a calming and relaxed living environment that people can share with others.

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Vision To provide the best hand made home accessories, cause no unnecessary harm and deliver happiness to consumers globally.

M i s s i on To provide people with affordable, quality and sustainable home accessories that they’ll fall in love with.

Essence It’s the little things in life that count.

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Core values Togetherness

Honesty

Work with the consumer, as well as each other in order to be successful.

Be honest and always keep to promises made.

Inspiring

No harm

Inspiring stories that encourage people to make change happen, be more positive and make a difference.

Cause no unnecessary harm, constantly looking for new ways to reduce impact on the environment.

Provide more Provide more than just a product, in a stance to be different and one step ahead.

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Be the best Aim to be the best and go above and beyond what is expected.

Personality Unique Harmonious Authentic Down-to-earth Compassionate

T o ne o f v o i c e The Little Luxuries tone of voice is gentle and laid back.

The aim is to make the consumer feel comfortable and relaxed so a warm, friendly tone is used. The brand wants to create a calm and welcoming environment that helps connect the consumer and brand on a more personal level, helping the consumer engage and feel a stronger bond with the brand. Little Luxuries is passionate in what they do and this comes across strongly in their tone of voice.

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Relax Share Inspire

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Brand USP Little Luxuries have three main trade marks that make them so unique and entice people in.

Customers come first Little Luxuries put their customers first, making sure to embody their values, interests and attitudes in order to cater to their every needs.

Inspire people The brand wants to inspire people to be more positive by giving them the chance to create a welcoming and relaxing living environment. Little Luxuries encourage change and motivate people to come together with others.

More than a brand Little Luxuries are more than ‘just a brand’, they are a friend and always looking to help and care for their customer.

They want to get to know them on a personal level in order to gain their trust and be able to relate to them more. The Little Luxuries customer service team is exceptional, there’s always someone on hand to help with any queries.

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Current Little Luxuries sell hand made homeware accessories including mugs, candle holders, photo frames, bowls and indoor plants. They either come in sets or individually. All the products are made in the UK and from environmentally friendly materials.

Product

Little Luxuries products would be sold online, through their website. If the brand is successful online, independent stores may be set up at a later date. The brand only currently sells to the UK, however this will aim to be expanded over the next few years.

Place

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strategy Little Luxuries offer affordable luxury. The brand is aimed at students so the price of their products are made to be affordable. The price range of the products would be £20-£35 depending on what the customer was wanting to purchase.

Price

Little Luxuries promote their products primarily online, through their website and social media sites, especially Instagram. The brand doesn’t use much offline media as a way to be environmentally friendly and help limit the amount of trees being destroyed. They also promote their brand through collaborations and partnerships with bloggers and vloggers.

Promotion

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Brand identity 21

Logo Little

Luxuries

Little Luxuries logo and brand name came from the products they are well known for, these are their home accessories. The name is straight away giving the reader an idea of what type of products the brand is selling, this being products that are little and luxurious.

The brand logo can be scaled up or down depending on what it is being printed onto. This can be anything from marketing materials to packaging and merchandise. The intertwining circles that can be seen in the logo came from the idea of uniting people and bringing them closer together.

Fonts Cantoni Pro (bold) primary typeface - font used for the brands name and for headlines/titles.

This font has been selected as it is elegant and offers a level of sophistication. The font looks as if it has been hand written, which has been intentionally selected to align with Little Luxuries personality of being friendly and caring . It also gives it a more emotional and passionate feel, helping the brand connect with the consumer.

Azote (light) Secondary typeface

- this font is used for subheadings and body text

This font has been used as it is crisp and clear, making it easy to read. It is a soft font that offers simplicity and style. It also contrasts nicely with the primary typefacet, making it more interesting on the eye.

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Colour palette PANTONE 9224 C

PANTONE 423 U

To fit with Little Luxuries personality, soft and neutral colours have been chosen. The colours used are simple and welcoming to reflect the brands identity and create a relaxed environment that makes the viewer feel at ease. The colours selected fit with the calm and friendly tone of voice of the brand, helping all aspects of the brand work together cohesively.

The colours can be used for both online and offline advertisement, for example business cards, posters, social media and website design. The colours are all very subtle so can be used behind text or images. Little Luxuries marketing stays in line with these colours as it makes it easier for people to relate these shades to the brand. Even the Little Luxuries logo is made up of two of the main colours.

PANTONE 9021 C

PANTONE 663 XGC

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Keller’s brand equity model

RESONANCE Loyalty, trendy, sustainable, consumer involvement, community, attachment

JUDGMENT Reliable, friendly, inviting, long lasting and high quality products

FEELINGS Relaxing, sharing, happiness, family and friends, positivity, comforting

IMAGERY Trendy but affordable, happiness, spending time with others, social, relaxing and calming, inspirational, purity

PERFORMANCE Quality, affordable, innovative designs, environmentally friendly and hand made products, durable

SALIENCE Sharing, happiness, community, values, homely environment, innovative and trendy products, sustainable

This model has been used to show the factors that influence the strength of Little Luxuries and making it into a successful brand through how it makes the customer feel. In order to be successful Little Luxuries must build the right type of experiences so customers have positive thoughts and feelings, for example reliability and happiness. This is helping Little Luxuries build up a successful brand, customers will be more loyal, they’ll recommend the brand to others and are less likely to choose competing brands.

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P r o d u c t r a n g e

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Product USP

Lots of the products come in sets of two as a way to encourage companionship.

The products are meant to be shared with loved ones at home. The products sold help to create an environment that is relaxed and welcoming. The sharing aspect of the products motivates people to spend more time with family and friends, helping them feel happier and more relaxed.

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The Market

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Market overview

The UK homeware market is currently worth ÂŁ12.3 billion and is expected to continue to increase up to 2020 (Statista, 2017). The value of the UK homeware market did suffer a slight dip in 2012, however has been on the ascend since. In 2017, UK households purchased approximately 17.7 billion pounds worth of furniture and furnishings, an increase of roughly 1 billion pounds from 2016 (see appendix 17). The home decor market in the UK is growing at a faster rate than any other home retail markets. The market for decorative accessories is predicted to grow by 22% and account for 12% of the homeware market by 2021 (Santamaria, 2016).

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Market positioning

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Primary competitors Luxury

Luxuries Mass market

Niche

Little

Basic This positioning map shows the type of market Little Luxuries would be operating in and the type of brands they would be competing against. The brands looked at all sell homeware accessories, and range from high street brands like Primark to niche brands like Freight. They are also not just UK based brands, worldwide brands have been looked at in case Little Luxuries goes forward with global expansion in the future. These particular axis were used as Little Luxuries define themselves as a fairly niche and luxurious brand. It was important to see where other brands would sit on these axis. The brands in the circle show Little Luxuries close competitors, as these are brands most similar to them. They need to make sure to stand out and dominate this section of the market.

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Secondary competitors Prestige

Luxuries

Niche

Mass market

Little

Budget This positioning map shows Little Luxuries secondary competitors. The brands looked at sell a wide variety of home furnishing and accessories, they are much bigger, mass market brands like Ikea and Dunelm. These particular axis have been used in order to compare exclusivity and price and to get an idea of where Little Luxuries would be positioned amongst them. Boila.com is a brand that has a large product range but is still niche, compared to some of the other competitors. They also have some very high price points. There is a clear gap for Little Luxuries amongst their secondary competitors, as they are looking at being more affordable than lots of the niche brands that are circled.

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Competitor analysis

Freight is a niche homeware accessories brand that provides hand made products, much like Little Luxuries. They look to source items that can be produced and designed within the UK and they are always looking to collaborate with crafts people, locally. The materials and designs used are considered and carefully sourced to ensure they are manufacturing items which are high quality and long lasting. This is similar to Little Luxuries values, as they also aim to produce only the highest quality products. Their hope is for their products to be used repeatedly with no reason to consider an alternative. Freight currently have two shops open, one in Lewes and one in London as well as being online. They pride themselves on being a unique and niche brand that their customers love. This is similar to how Little Luxuries view themselves, they want to remain a relatively niche brand so their products are more desirable than competitors.

“Our ideas are influenced by the places which we have visited and that have left ” a significant impression on us (Freight, 2018) Simple website design

Minimalistic, simple designs Hand made products

Mid price points Quick and simple purchasing process Bone china breakfast cup £18.00 They deliver worldwide Fast delivery, they aim to process orders on the same day

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They don’t add extra charges for packaging and where possible recycle packaging they receive

Flying Tiger Copenhagen is a global Danish design store. They believe that human relationships and social experiences bring people joy, therefore their products encourage play, creativity and social interaction. It’s about the time spent with loved ones that counts. This is similar to Little Luxuries in the sense that they are also very much about bringing people together through their products. Flying Tiger are a fun and friendly brand that can’t do enough for their customers, releasing three hundred new products into stores every month, including party pieces, home decor and gadgets. They strive to do things the right way and to be transparent, their dedicated Corporate Social Responsibility team runs a social compliance program and ensures that all standards are respected during the manufacturing of the products. Acting responsible and with integrity is one of Tigers main values, it is part of their DNA to do things the right way. Little Luxuries also pride themselves on being envronmentally friendly and doing what’s right. Flying Tiger is a Danish brand and at some stage Little Luxuries wish to expand into Denmark. It is therefore important for them to keep an eye one what other brands like Flying Tiger are doing in this market.

“We don’t just sell stuff. We want to surprise you, inspire you and make you smile” (Flyingtiger., 2018) Danish heritage

Affordable prices Intriguing and exciting website design

Playful and fun brand

Care about being ethical

Humorous tone of voice Customers come first in everything they do

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Want to bring people closer together through their products

Macro trends Smart & connected About the trend The smart and connected macro trend is all about consumers online engagement and the growing importance of being connected to one another. There are roughly “3.58 billion internet users in the world and an increased utilization of smartphones has given people the opportunity to use the internet more frequently and with more convenience” (Statista, 2018). Facebook and Instagram are currently the most popular social media platforms worldwide, with Instagram currently attracting “800 million monthly active users” (Saric, 2017).

Applying the trend Brands need to make sure they are keeping up with advances in technology and staying one step ahead online. An online poll found that 59% of people would prefer to purchase products online (see appendix) and ‘8 out of 10 consumers have bought furniture online’ (Bfm.org.uk, 2016). It is important for brands to make the online purchasing process as quick and simple as possible, as well as keeping customers up to date on all social media platforms, especially Instagram. An online survey found that 89% of people would be most likely to follow a brand on Instagram (see appendix 10).

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Environmentally friendly About the trend “200 million tonnes of waste is produced annually in the UK alone, and each household throws away a shocking 40kg of plastic per year” (Warrior, 2016). Every year the environment is becoming a bigger concern to members of the public, meaning this trend shows no sign of slowing. Being environmentally friendly is all about being sustainable and causing no harm to the environment. Plastic is the environments worst enemy, “more than 480bn plastic drinking bottles were sold in 2016 across the world and over half of these plastic bottles ended up in landfill or in the ocean” (Laville and Taylor, 2017).

Applying the trend People are becoming increasingly aware of the needs of the environment and are showing signs of willingness to make a change. In a survey carried out 58% of people said they would be more likely to buy a product that is environmentally friendly (see appendix 6). Brands need to make concerted efforts to keep consumers happy, by offering products that cause less damage to the environment, from the manufacturing process through to the materials used.

Personalisation About the trend It is becoming increasingly common for items to be customised and the demand for personalised products is thriving.

The growth of this trend is changing consumers expectations, as customers demand that brands fulfil or even predict their needs. “Brands are looking to strengthen their relationship with the consumer through the emotions they can arouse by making things personal”(Euromonitor International Blog, 2017).

Applying the trend Brands can build a personal relationship with the consumer through their tone of voice and the way they interact with them. This can be done through keeping in contact with customers through emails and social media and addressing them in a more friendly way, for example personalised messages on packaging.

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Micro trends In touch About the trend ‘In a time of constant change, consumers swing between obsessively tracking their personal data, social media and the news to wanting to opt out entirely. One thing is for sure, by next year people will want to get back in touch with the things that touch them, both emotionally and physically’ (WGSN, 2018).

Applying the trend Lifestyle brands can help consumers connect with themselves and others, by offering a way of life, that helps people get in touch both physically and mentally with the things that matter to them most. Homeware brands can provide a calming and relaxing living environment for customers to be able to get in touch with their own feelings and emotions.

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Kinship About the trend The evolution of connectivity, both real and virtual, are what are driving the Kinship trend. This micro trend focuses on a growing sense of community, cultural sharing and breaking down boundaries between people. Storytelling also becomes increasingly important, connecting people around products and projects that tell vivid stories.

Applying the trend Brands need to focus on going above and beyond, by bringing people together and building a sense of community through what they’re doing. This may either be through the brand to consumer relationship or the actual lifestyle the brand is creating, helping bring their customer closer to others.

Minimalism About the trend The minimalist lifestyle is trending across the globe. The movement has inspired people to declutter their homes, millennials in particular are seeking out this minimalist lifestyle, following the idea that ‘less is more’.

Applying the trend The minimalism trend is an opportunity for brands to inspire and help customers create minimalistic living spaces that create a calm, peaceful environment for customers to relax in. The spaces created are calm with not too much going on so people aren’t overwhelmed.

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NEW MARKETS

EXISTING MARKETS

Ansoff matrix - Increase the amount of products being sold to existing customers.

- Increase brand awareness through social media campaigns, partnerships and online advertisements.

- Provide the best possible online service so products are able to be purchased with both ease and speed.

- To keep attracting young customers make use of all online avenues, including an online app.

- Make each customers online experience personal to their tastes and desires - Boost sales through offers, make the consumer feel special by offering unique offers personal for them.

- Improve customer loyalty by keeping looking at new ways to be innovative and unique.

- Extend the product range, sell more home furnishing for example lamps, mirrors and clocks instead of just accessories.

- Scented candles, for example lavender that has benefits such as reducing anxiety and emotional stress.

- Limited edition range that is a collaboration with a designer.

- Offer personalisation options online, focusing on gifts and buying for others

- Target a different age demographic, for example slightly older (50+) focus on the idea of gift giving.

- New geographic markets for example Denmark as this is where the Hygge concept originated from.

- Also look at selling online to other European countries - Taking the brand into offline as well by opening a flagship store in London, Camden. This is a trendy and quirky area that is popular with tourists and teenagers.

- Stores would be kept in the UK and wold be small and independent stores located in University towns and cities.

- Sponsorships at festivals, for example Bestival.

- Introducing new products, for example phone and laptop cases, possibliy a collaboration with skinny dip?

- Introducing a party accessory range including fairy lights, bunting, table cloths etc.

EXISTING PRODUCTS

NEW PRODUCTS

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Upon conducting an Ansoff matrix, it has laid out some clear opportunities for further development for the brand. In the early stages of the brand starting up it is important for them to be cautious and focus on their existing products. They must constantly be looking at ways to entice customers in, for example collaborations. Little Luxuries must then look into product development, in order to keep customers interested and loyal to the brand.

In order to develop as a brand and move forward they must step out of their comfort zone.

Little Luxuries will look at moving their brand into new markets, in order to start to become a more well known brand, globally. Once they are totally secure with the direction they’re heading they would be able to look at becoming more diversified, this is the riskiest aspect that any brand could undertake as it is a market that is completely unfamiliar to them.

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Range development & pricing architecture

Tea light holder and base

Single ceramic bowl

Complete set - single

Complete set - double

£8

£15

£10

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£30

Once Little Luxuries have gained a strong awareness and established themselves as a well known brand, they will be able to look at developing their range further.

They will look to extend into larger home accessories for example lamps, mirrors, clocks and cushions. This product development is relatively low risk as they will still be performing in a market they are familiar with.

In the future they might look at diversifying and stepping into a new market by introducing a party accessory range including fairy lights, bunting and table cloths, this is outlined in the Ansoff matrix. This is much higher risk because it is an unfamiliar market, however if successful would pay off immensely for the brand.

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Online avenues 59%

of 18-24 year olds would prefer to purchase a product online than offline (see appendix 10)

87%

of U.K. consumers have bought at least one product online in the last 12 months (Anon,20170

18%

of all retail sales take place online (Statista, 2017).

95%

of purchases will be facilitated by e-commerce by 2040 (Kitonyi, 2017)

The little luxuries online website wouldn’t just advertise their products but capture the whole aspect of the brand, including social media campaigns, collaborations, charity events and more. The website will be easily accessed through computer and mobile (as depicted on the right). From the website customers will be able to gain quick access to social media platforms that Little Luxuries use, for example Instagram, Twitter and Facebook.

The links to these various platforms shows the brand is working hard to keep up with the ever growing Smart & Connected trend and allows the brand to target the “39 million social network users in the UK” (Statista, 2018).

Customers can easily get in touch with Little Luxuries through their website contact page or online chat system to ask any queries they may have. This helps create a stronger business to consumer (B2C) relationship and ensures that the customer returns. The online website is extremely simple so customers can shop with ease. The purchasing process is also extremely straightforward and Little Luxuries pride themselves on this, it takes no more than a minute for a product to be purchased. Little Luxuries never leave their customers in the dark, people can sign up to emails, where they will be kept posted on any discounts, competitions, and product releases. Little Luxuries like to keep things personal and believe it’s the little things that matter so when shopping online no two experiences are the same. Little Luxuries pride themselves on knowing what their customers want, therefore each individuals webpage is personal to their tastes and preferences.

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This is a mock up of what the Little Luxuries website would look like on iMac

Little

Luxuries NEW

Little

ACCESSORIES

Read our Little Luxuries blog

Luxuries

HOUSEHOLD GOODS

GIFTS

10% student discount 20%

LAST CHANCE

SALE

Order before 7pm and get next delivery

Welcome to Little Luxuries online Join us on our journey

This is a mock up of what the Little Luxuries Instagram would look like on smartphone

89% of 18-24 year olds be most likely to follow a brand on Instagram (see

appendix 7)

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The Customer

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Little Luxuries target customer

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“

Primary research

In an online survey 73% of people said they would buy something because it was trending on social media (see appendix 5)

“

In an online survey 56% of people said they often buy home accessories (see appendix 3)

”

”

“

An online poll found that 59% of people would prefer to purchase a product online than offline (see appendix 10)

”

Secondary research

“

“

Young shoppers are most likely to be influenced by fast-changing interior trends (Prnewswire, 2017)

25-34 year-olds purchase homewares the most frequently out of all age groups (Prnewswire.com, 2017)

”

” “

Over 65s shop for homewares the least of all age groups.

”

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Primary customer The Little Luxuries primary customer is someone who’s young, sociable and outgoing. They are most likely to be students or first home buyers of an age range of 18-30. They are adventurous and love trying new things. They lead busy lifestyles so need time to relax with friends after University or work. They’re heavily influenced by trends and social media and love getting their hands on the latest products before others.

They prefer to online shop for ease and efficiency. The Little Luxuries consumer buys into the whole aspect of the brand. They are loyal customers as they respect the brands exclusivity and care for the environment.

The life embracer

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The nurturer

The Little Luxuries secondary consumer is generous, busy and devoted to their family. They are most likely to be parents of an average age range of 30-50. They take pride in their family home and live a very busy lifestyle juggling work, housework and the children. Their family always comes first and they are very selfless, always doing whatever they can for others. They love being able to sit down after a long day to relax and de-stress. The Little Luxuries consumer buys because of necessity and not trend, they care about the environment as they’re worried about the world their children will grow up in.

Secondary customer 52

Communication plan

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Month 1-January The first month will be focused on gaining awareness. Little Luxuries will be setting up Instagram, Twitter and Facebook pages as well as a website to start to start to gain brand awareness.A web mobile version will also be created to allow easy and quick access for customers.

Month 2-February During the second month Little Luxuries will get in touch with some lifestyle and interior blogs such as Candy Pop and Hygge House. Bloggers will be sent free products that they will then advertise on their blogs to start to increase brand awareness further.

Month 3-March It is still early days for Little Luxuries so there is still a strong focus on gaining brand awareness. This will continue to be done through press coverage in niche, lifestyle magazines such as House and Leisure. Little Luxuries will continually be posting on social media, especially Instagram in order to build up a strong social media hub.

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Month 4-April

Pop up stores opening

The fourth month is when Little Luxuries will start to conduct pop up stores at universities across the UK. Helping bring people together, as well as giving students ways to relax and de-stress before exam season hits. The events will be promoted over social media and blogger Alex Beauchamp will be invited to join.

Month 5-May In the fifth month a social media campaign called #whatsonmylist will be launched, where people will be encouraged to post pictures of their lists in a humorous way to get people interacting and having some fun. Also helping maintain a constant buzz on all social media platforms.

Month 6-June The sixth month is when Little Luxuries are collaborating with Danish fashion designer, Peter Jensen for a limited edition collection. The collaboration is new, inventive, playful and colourful.

Publications such as Wonderland will be approached to cover this collaboration. .

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Month 7-July In the seventh month Little Luxuries will team up with Fleur De Force, a 27 year old vlogger who does lots of homeware hauls. The products will be sent free and then shown on her vlog. Little Luxuries will also seek to collaborate with Fleur on other mediums such as Instagram, in order to reach the mass market of millennials

Month 8-August In August Little Luxuries will home in on targeting students, as they are getting ready to go back to University and will most likely be buying homeware accessories. 20% student discount will be offered throughout August and this will be promoted through both the Little Luxuries website and social media.

Month 9-September In the ninth month Little Luxuries will attend an exhibition called Top Drawer. An international lifestyle event for creative retailers.

Little Luxuries will be able to present their new products to top international retailers and contract buyers, at the UK’s leading international design-led event. Helping Little Luxuries gain both awareness and credibility.

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M o n t h 10 - O c t o b e r In the tenth month Little Luxuries will announce their Charity event. A fun run will be organised to help raise money for the charity they support, A Glimmer Of Hope Foundation. The fun runs will help bring people together and inspire generosity. The fun run will be advertised on Little Luxuries website and social media platforms.

M o n t h 11 - N o v e m b e r The eleventh month is where Little Luxuries will raise brand awareness through publications such as View, a Travel and Lifestyle magazine, to further extend into the lifestyle industry. Inspiring readers to be creative and adventurous. On social media content will surround Christmas and different discount codes will be released each week.

M o n t h 12 - D e c e m b e r The twelfth month will be focused on expansion globally and grabbing the attention of new customers. Instagram content will focus on Christmas and boxing day and the aspect of sharing and being happy. After Christmas lots of products will become reduced online, as a way to entice in new customers and further raise brand awareness.

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Collaboration On the sixth month, Little Luxuries will do a collaboration with Danish fashion designer, Peter Jensen for a limited edition collection. “Peter Jensen is the daywear designer known for his quietly unconventional aesthetic and witty, wearable creations” (PeterJensen, 2018). He has established a much-loved international brand. He has grown a loyal following of fashion fans, style editors, buyers, and influencers. Some famous fans of his designs include Rhianna and Kanye West. Jensen has successfully undertaken a number of high-profile collaborative projects during his career. He has worked with high street fashion brands such as Topshop and Topman, as well as Fred Perry, on the brand’s recurring Blank Canvas project. A Danish designer was chosen for the collaboration as this is where the concept Hygge comes from and this is the inspiration behind the Little Luxuries brand. Peter Jensen lives a very Hygge lifestyle himself.

Little Luxuries will work in collaboration with Peter Jensen to create a limited edition range of candles. The collaboration will be new, playful and colourful. Little Luxuries will be stepping slightly out of their comfort zone however will be drawing attention to their brand by teaming up with such an established designer.

Little Luxuries will make sure they stick to their brand values by using environmentally friendly materials and packaging. They will advertise the collaboration as ‘Time for a Twist’ to build excitement and get people interested. The collaboration will be targeted at Little Luxuries’ primary consumer, therefore it will be promoted mainly on social media sites such as Instagram and Facebook.

THE OVER THINKER

THE CHATTERBOX

THE GIRLY GIRL

Lavender

Lemon

Rose

Peter Jensen

Peter Jensen

Peter Jensen

Each candle comes with a different personality and therefore a different scent to match this, thus making it more personal for the consumer. It is fun and friendly and makes the perfect gift. The candles are made from recycled glass to keep in line with the brands ethical values. Each candle will be sold individually at a retail price of £15, as they are more exclusive than the standard Little Luxuries candles.

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Little Luxuries brand new collaboration with Peter Jensen

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1.06.2019

Little Luxuries has just announced their first collaboration with Danish fashion designer Peter Jensen. The collaboration is set to take place on the 1st June 2018 all the way through till the end of the month. Peter Jensen is not a newbie to collaborations and previously worked with both Topshop and Fred Perry.

Peter Jensen is a brilliant fashion designer with years of experience. He is known for his quietly unconventional aesthetic and witty, unique creations. He has a skill in creating pretty, upbeat, and often unisex pieces that always feel individual. He’s not only collaborated with well known fashion brands but has pushed limits and has worked with art ccc ists, musicians, photographers and The collaboration cccis a limited edi- illustrators. tion candle range that is new, fun and playful. It’s not Little Luxuries usual style but will be intriguing and exciting. The collaboration is able to show customers that Little Luxuries is a trendy and upcoming brand that people need to become a part of. The range will incorporate elements from both Little Luxuries and Peter Jensen. Enticing Peter Jensen’s playfulness and humour and Little Luxuries friendliness and warmth. The price of each candle will be £15, as they are limited edition and made from sustainable materials. This is a big part of Little Luxuries brand identity therefore each candle is made up of recycled glass. The candles are able to be purchased online through the Little Luxuries website from the 1st June.

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‘I am thrilled to be working with such a unique and interesting brand.

It’s something both myself and Little Luxuries are immensely proud of and excited to share with everyone’ - Peter Jensen

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Time for a Twis t

Peter Jensen and Little Luxuries team up for a limited edition collaboration

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Instagram posts Get to know us

Hygge this Valenines day with buy one get one half price

FEB

JAN

Join our journey

Little

Luxuries

165 likes Get to know us! Make sure to follow our social media and check out our website at www.LittleLuxuries.com

177 likes Remember to Hygge this Valentines day with buy one get one free on all products! Hurry, whils stocks last.

you’ve got this .

APR

MAR

Little

291 likes Just your Monday reminder to get you through the week! We’ve got your back.

Luxuries

p u p es o P or g n st ni e on p o so

307 likes Pop up stores coming soon, don’t miss out! Sign up through our website to receive regular updates from us to keep you in the know.

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JUN

MAY

#wha

tsony

ourlis

Peter Jensen Collaboration

t 358 likes Join our Campaign, simply post a picture of your list with the hashtag whatsonyourlist. Be in with a chance to win exclusive prizes.

JUL

AUG

302 likes Join our Campaign, simply post a picture of your list with the hashtag whatsonyourlist. Be in with a chance to win exclusive prizes.

421 likes Check out Fleur de Force on YouTube for Little Luxury product reviews and hauls.

20% student discount

481 likes Getting ready to go back to Uni? We’ve got it covered! 20% off for students throughout all of August

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OCT

SEP

Christmas is coming . . . .

489likes On the 8th October we will be holding a fun run to help raise money for A Glimmer of Hope Foundaion. We hope you’ll join us!

DEC

NOV

476 likes Yes, we’re talking to you....get on down to our website for next day delivery! Just another gift from us to you! Limited time only

A glimmer of Hope Foundation

511 likes Christmas is coming....make sure to stay alert for new discount codes being releaased each week. Make sure not to miss out!

an or p f e s t e K ou ion t e c ey du re 630 likes Keep an eye on our website for any items that will be going on sale!

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Instagram “16.7 million people in the UK use Instagram each month, with 66% of them being 15-24 year olds� (Emarketer, 2017). This platform will be used to target the primary consumers as they are primarily younger, whilst Facebook will be used to target both primary and secondary consumers. The content posted has to intrigue and excite people, helping to increase loyalty amongst customers. Both target markets need to be approached and targeted in different ways in order to have a successful impact for the

Pinterest

Little Luxuries Pinterest boards represent them as a whole and showcase some of the brands main features. Little Luxuries personal Pinterest will be a range of boards, including what hygge is and togetherness, helping inspire people to get closer to others.

Collaborations will also be a board that includes the upcoming collaboration with Peter Jensen as well as what could be looked at in the future. Eco friendly packaging is also a board, as it’s a way of inspiring innovative ideas and allowing Little Luxuries to explore other alternatives.

Pinterest will be used often by Little Luxuries, as a way of documenting their thoughts and ideas.

The brand will encourage others to share their Pinterest boards with them, therefore helping the brand engage with the customers on a more personal level and building up a sense of community.

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Future development After Little Luxuries have got to grips with their brand completely and gained a strong following on social media, they will look at entering the offline market by opening a Flagship store. This would open in Camden, London, as this is a quirky, trendy place that is popular with teenagers. The store would be laid out as a living room with the products dotted around as if you were actually in someone’s home. The store will be bursting with excitement and be full of knowledgeable and friendly staff that would be on hand to help customers have the best experience possible. Any future stores would be small and located in quirky University towns and Cities.

They would have a similar feel to the Flagship store and provide a unique and memorable customer experience.

The country Little Luxuries will look at for future expansion will be Denmark, this is where the concept Hygge originated from. Little Luxuries is inspired by Hygge and it’s rooted into most elements of their brand. “Danish households have become interior trendsetters in Europe, due to the country’s adoption of the “hygge” lifestyle, with high demand for comfortable and convenient interiors and furniture” (Euromonitor, 2018). “In 2018 Denmark’s revenue in the ‘Furniture and Homeware’ segment amounted to US$352m and is expected to grow to US$534m by 2020” (Statista, 2018). Denmark are well known for their Scandinavian design and therefore lots of homeware brands originate here, for example Flying Tiger, one of Little Luxuries main competitors.

Danes are not at all new to the world of technology, as “Denmark is the most digital country among the 28 EU Members. Denmark’s digital public services are highly advanced, and the population is the most e-ready in the EU with 82% of Danish Internet users shopping online” (Copcap, 2016). The social media sites used most commonly in Denmark include Facebook, Snapchat and Instagram. Facebook being the most popular, had 66% Danish users using the platform on a daily basis. Snapchat being the second most popular social media platform with 26% of daily active users in 2016, closely followed by Instagram at 25% (Statista, 2017). As this is slightly different to the UK’s online demographic Little Luxuries would have to make some changes before making the launch into Denmark.

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Critical path Little Luxuries

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Creating online website Creating mobile web version Setting up social media Posting on social media Posting on blog Blogger coverage (Candy Pop) Magazine coverage (View) Vlogger coverage (Fleur de Force) Pop-up stores Social media campaign Collaboration with Peter Jensen & PR Special discounts and offers Attend Exhibition (Top Drawer) Charity event

The critical path covers Little Luxuries plan of action, from creating their website and social media to the campaigns, events and collaborations they will be running over the course of a year. The critical path follows the communication plan closely month by month and looks at the various methods used by the brand to increase awareness and customer loyalty.

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Conclusion Little Luxuries are entering a market that is extremely large and saturated, in order to be successful they need to focus on building up brand awareness as much as possible through both online and offline avenues. This will increase how successful they will be compared to competitors, as well as giving them a greater potential for expansion in the future.

The communication plan is a way for Little Luxuries to start to get their brand name spoken about in its early steps to being a successful and well loved brand. They need to create excitement around the brand and make sure to keep this up by being innovative and stimulating in what they do. This can then be taken further and development into stores and worldwide shipping can be looked into more deeply.

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Appendix Appendix 1

Appendix 2

Appendix 3

Appendix 4

Appendix 5

Appendix 6

Appendix 7 Appendix 8

Appendix 9

A p p e n d i x 10

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A p p e n d i x 15

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A p p e n d i x 17

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