Pretty Green report

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Amy Livesey N0682277 Word count - 3,278

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Amy Livesey N0682277 Word count -

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CONTENTS Introduction..............................................................1 Methodology.............................................................3 History ...................................................................7 Brand vision & objectives ............................................11 Brand mission ..........................................................14 Brand Essence...........................................................15 Brand Health ........................................................... 21 Consumer ..............................................................23 UK pen portrait ....................................................... 25 UK market health ..................................................... 29 UK PEST ................................................................33 UK SWOT ..............................................................35 UK Brand positioning map ...........................................37 Competitor analysis ...................................................39 Liam Gallagher .........................................................43 In store experience ....................................................45 MACRO trends ........................................................47 US pen portrait ........................................................53 US market health ......................................................55 US PEST ................................................................ 57 US SWOT .............................................................. 59 US Brand positioning map ........................................... 61 Ansoff matrix ......................................................... 63 The 8 P’s ............................................................... 65 Promotional plan ..................................................... 69 Line extension ..........................................................71 Marketing strategy plan .............................................. 73 Conclusion ..............................................................75 References ...............................................................77 Bibliography .............................................................78 Appendix .................................................................79 Illustrations ..............................................................83

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INTRODUCTION 1

This report will look at the brand Pretty Green and critically analyse the current situation they are in, looking at the strengths and weaknesses of the brand, as well as opportunities and threats.Both primary and secondary research will be conducted in order to gain clear insights into the brand. From the research carried out a marketing and promotional plan will be created on how Pretty Green would launch into the US market.

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METHODOLOGY

The research objectives for this report were to identify consumer awareness of the brand and if the brand would be a success if it was to launch in the USA.

PRIMARY RESEARCH The method used to collect the data was through quantitative and qualitative research, to help gain a better insight into consumers behaviour, as this is helpful for any business. All the research obtained has been done in a variety of ways to ensure it’s reliable and relevant. A variety of primary research methods have been used, including online questionnaires, one to one interviews and in store observations.

SECONDARY RESEARCH Secondary research has been completed to support the findings from the primary research and build on the information and data found. A variety of reliable sources have been used including Mintel and Euromonitor to gain the most reliable information.

The research has allowed a greater understanding of the menswear sector and the USA market.

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Online questionnaires As quantitative research an online questionnaire was conducted using survey monkey, to better understand the brands awareness and consumers views of the brand. The questions asked helped gain an insight into the brands strengths and weaknesses. The questionnaires were a quick and easy way of gaining data from a variety of people. The online questionnaire gained 82 responses, which makes the quantitative research collected from the surveys valid.

Shop interview It was necessary to carry out a in store interview with one of the shop assistants in order to gain qualitative research. The interview was loosely structured around questions on the customer, competitors, clothing prices and advertisement.The interview was carried out in an open format and this allowed more insightful answers on the brand, pricing and consumers.

In-store observation The Pretty Green Store observed, was the one located in Nottingham. The main objectives when completing the store observation was the age of the customer, the gender of the customer and the pricing of the clothing. It was also important to observe the store layout and the in-store shopping experience.

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HISTORY “Since the birth of rock ‘n’ roll in the late 1950s, British street culture has been influencing fashion and music worldwide. Pretty Green has an authenticity borne of a deep understanding of that culture and the things that make it relevant today” (Pretty Green, 2017).

Founded in 2009 by Liam Gallagher, one of the most iconic frontmen in music, the brand unites people through a love of music and fashion. The brand has also collaborated with Paul Weller.

Named after a track by The Jam, “Pretty Green provides simple, classic clothing with a modern twist.” “The clothes themselves sit between being smart and casual, with quality materials and tailoring” (Milligan, 2011).

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2009

June 1st 2009 – Launch or Pretty Green June 11th 2009 – Launch Party at the Gore Hotel

July 30th 2010 – Carnaby Street store opens November 18th 2010 – Pretty Green wins Drapers menswear brand of the year award.

December 8th 2010 – Manchester store opens

2010

2011

January 7th 2011 – Glasgow store opens March 11th 2011 - Worked with Teenage Cancer Trust and helped raise over £40k.

May 19th 2011 – Covent Garden store opens June 22nd 2011 – Paul Weller Collaboration launches

2012

May 15th 2012 – Pretty Green eyewear collection campaign June 25th 2012 – Pretty Green Japan launch

2013

January 7th 2013 – Pretty Green debuts London Mens collection

2014

February 7th 2014 – Desert boot launch August 24th 2014 – 2nd Glasgow store opens November 6th 2014 – Mick Rock x Pretty Green Collaboration launch

2015

February 12th 2015 – Richard Weight x Pretty Green launch collection April 14th 2015 – 8 more stores across Japan open June 16th 2015 – Pretty Green hand painted Gibson guitar 8

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“We have created a brand that fuly reflects Liam’s personal style and rock and roll ties, that is not ‘fashion’ focused but instead creates timeless pieces which will stand the test of time” - Nigel Grant, 2011 (Millward, 2011)

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BRAND VISION & OBJECTIVES

The Pretty Green brand brings music and fashion together and was created with the idea of a “British-centric fashion label that reflects both Liam’s personal style and rock and roll influences” (Millward, 2011). They aim to be able to bring something new to the menswear market by not being fashion focused and create long lasting clothing for men who take pride in their appearance.

In order to provide people with such unique, timeless pieces they must stay true to their British heritage and keep up with their rock and roll influences as this is a large part of the brands identity. This should be carried across into the US if the brand is going to be a success.

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BRAND MISSION

To establish themselves in the menswear market, both in the UK and worldwide through the production of their quality clothing, comfortable fabrics and unique designs and styles.

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BRAND ESSENCE

Brand Essence Pretty Green provides simple, unique and classic clothing, with a modern British twist.

Brand benefits/attributes Pretty Green benefits its customer by the high quality, durable and comfortable clothing they provide.

Brand values Pretty Green values quality, British clothing that is sustainable and long lasting.They value the fact they are able to provide unique and individual pieces that aren’t influenced by trends or found on the high street.

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FUNCTIONAL BENEFITS

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Quality Comfort Style Good design Practical Cater to different occasions

EMOTIONAL BENEFITS

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Unique Confident Individual Bold Positive Energetic Striking

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BRAND PERSONALITY Fig 14

- Unique - British - Individual - Diverse - Quirky - Fun

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“The world’s our oyster. There’s the opportunity to grow into what we want.”

Pat Stalter, 2013 (Bumpus, 2013) 19

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BRAND HEALTH

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- Pretty Green has a net worth of £1.5m (Company Check, 2017).

- The brand has 15 standalone stores in the UK, 10 concessions and five stores in Japan. It also sells overseas through its wholesale business (Armstrong, 2016).

- In 2010 Pretty Green won Best Menswear Brand at the Drapers Awards, competing against Paul Smith, Hugo Boss, Tommy Hilfiger and Ralph Lauren.

- In 2009, when Pretty Green was first launched it made an impressive £4 million turnover in the first year alone (Alexander, 2012).

- In 2014 Pretty Green experienced record sales of around £15million, turning profits of around £43,000 (Davies, 2015).

- International sales grew by 12% in 2014 boosted by the brand penetration in Japan, where the retailer currently operates five stores (Gonzalez-Rodriguez, 2015).

- Sales and profits rocketed in 2015 and trading in 2016 has also been positive (Waller-Davies, 2016).

- Its e-commerce business has increased by 41% year-on-year (Gonzalez-Rodriguez, 2015).

- In an online survey conducted, one of the first questions asked was ‘Have you heard of Pretty Green.’ Only 35% of the 82 participants had heard of the brand (see appendix 1).

-When people were asked in an online survey if they had shopped with the brand only 10% said they had, meaning 90% of the participants had never shopped with the brand (see appendix 2).

As Pretty Green have been showing strong sales for the last few years since 2013, it will benefit them when trying to launch in the US. The statistics also show that their online market has increased. The brand however still lacks awareness and popularity, as shown from the online surveys, they may in struggle in the US market if they don’t find a way of changing this, whether it’s through advertisement, magazines or social media.

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TARGET CONSUMER Fig 17

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“In the early days our initial customers were primarily Liam Gallagher fans but as our collections have matured we have seen our customer base grow to a far wider audience who all respect quality clothing” (Millward, 2013).

The target consumer is a man who takes pride in their appearance and how they dress, but are not bothered with keeping up with trends. They prefer classic, strong styles and high quality fabrics. They are loyal to the brand as it always provides them with quality clothing that they love.They also have a connection with the brand through their love of music and British heritage. They often don’t shop in mainstream stores and prefer individual stand alone stores. The age of the Pretty Green customer varies from 16-60.

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CONSUMER SEGMENTATION THE LOYAL CUSTOMER - These types of customers are less in numbers but promote nore sales and profit compared to other customers. These customers love the Pretty Green brand and are completely satisfied with the the high quality clothing that has a distinct British style and are not readily available. It is important to keep in touch with these customers and make lots of effort with them as you want them to remain loyal to the brand. It is important for Pretty Green to hold on to these customers and not loose their attention as they are the back bone of their brand.

IMPULSE BUYING CUSTOMER - These particular customers aren’t in a position of needing anything in particular. They may just be browsing the Pretty Green store and then decide to purchase an item on the spot. These customers may go into the Pretty Green store and fall in love with an item of clothing or accessory, usually because of its uniqueness, design and quality. By providing a good in store experience these customers are more likely to return and could even turn into loyal customers.

THE POTENTIAL CUSTOMER - Every person that enters the Pretty Green store or goes on the website has the potential of becoming a customer, however these customers are simply browsing and in no hurry to make a purchase, this may be because of the high price point. They should be made aware of the social media avaiable for Pretty Green so hopefully they will follow the brand and this may help persuade them to make a purchase. there is no urgent need to do so.

THE NEW CUSTOMER - This is a customer that has only just heard about the brand or bought something for the first time. The Pretty Green brand needs to do everything in their power to retain the interest of this customer. Pretty Green can earn a long-lasting customer by making their shopping experience as smooth and successful as possible. This is important so the customer will come back or even recommend the brand to someone else.

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PEN PORTRAIT

UK CONSUMER Fig 20

Name: Daniel

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Age: 31

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Daniel is an example of a likely Pretty Green customer. He lives in London with his wife and one child. He often shops at Pretty Green and Paul Sherman as they are known for their high quality and he trusts them as brands. Daniel is a loyal customer and is happy to pay a higher price point for high quality clothing as he likes to dress well. He has a very retro/indie style and especially likes the printed shirts from the Pretty Green range. He isn’t into following trends and would rather stand out from the crowd in clothing that is unique and individual. It is his way of showing his personality through this clothing. In his spare time he enjoys going to gigs, his favourite brand is the rolling stones. He also enjoys playing the guitar, as it helps him to relax after a long days work.

“Pretty Green‘s range is a revival of the 1960’s and 70’s Rock and Roll iconic styles. Taking inspiration from a number of Rock legends of that time including, Marc Bolan and John Lennon, this collection is steeped in history and will appeal to all age ranges from the older gentleman to the younger Indie/Rock Music lover” (ANON, 2017).

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UK MARKET HEALTH

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Market Snapshot UK Menswear 2017

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MENSWEAR MARKET “As more retailers are entering the menswear market and men are faced with greater choice of products, styles and sizing, the sector is becoming more competitive. Millennial men are also becoming more demanding, wanting higher quality pieces, frequently updated ranges and unique designs, and they will choose to buy clothes from those retailers and brands that step up to the plate” (Sender, 2017).

The UK menswear market grew by an impressive 18% between 2008 and 2013 to reach £12.9 billion in 2013. During 2013, as many as 91% of all British men brought clothes (Mintel, 2014). 2016 was a great year for menswear, with both high street and luxury brands making the most of this opportunity. Mintel estimates that the men’s clothing market has grown by 2.8% in 2016 to reach £14.5 billion as sales of menswear rise at a faster rate than womenswear (ANON, 2017). The shift has occurred because of the challenges being faced in womenswear, as well as men’s changing attitudes to their appearance. “Menswear is now firmly in focus for brands targeting ambitious growth.” Shops are becoming more aware of the need to do something different to satisfy mens shopping behaviours, “menswear stores require a mission focus, clear line of navigation and efficient service.

The menswear market is predicted to grow by 4% by 2020, and this is an opportunity many brands won’t want to miss. The graph in appendix 10 shows the predictions for the menswear growth all the way up to 2021.The growing menswear market in the UK will definitely benefit Pretty Green as they are solely a menswear brand and it means their target market is increased, however it will also increase the competition they face.

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“As more retailers are entering the menswear market and men are faced with greater choice of products, styles and sizing, the sector is becoming more competitive. Millennial men are also becoming more demanding, wanting higher quality pieces, frequently updated ranges and unique designs� – Tamara Sender (ANON, 2017)

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PEST ANALYSIS - UK Political

Economic

- Labour regulations and employment laws Pretty Green make their garments in China, which may anger some consumers who have to view that if something is made in China it is ‘cheap’ this contrasts to Pretty Greens high selling points.

- Heightened EU tensions because of UK leaving - could effect Pretty Green’s expansion into the US as there will be much more uncertainty.

- Since the vote to leave the EU, the British pound isn’t worth as much.

-The inflation rate has been on an upward trend since the Brexit vote last year due to a fall in the sterling value. (ANON, 2017)

- Due to BREXIT and the continued uncertainty people haven’t got much confidence with their money and are more likely to save instead of spend.

- Consumer spending decreasing and people being more weary of the purchases they are making. Consumers spending less of their disposable income on new clothes.

However a survey found that 86% of people stated that BREXIT hasn’t actually had an impact on their intention to spend on fashion with 23% saying they will spend more (Pragma, 2016).

Social

Technology

- The men’s clothing market has been growing at a faster rate than womenswear. A fashion event for men known as ‘London Collections: Men’created a buzz around menswear and allowed more men to feel justified in caring about their appearance. (ANON, 2015).

- Online shopping has grown in popularity, with Mintel estimating internet retail sales to be worth £48.5 billion in 2016. (Ballaben, 2016) - 44% of Millennials aged 17-36 typically use their smartphone whilst browsing for clothes in store.

- In 2016 the menswear market grew by 2.8%.

This cultural shift has occurred because of men’s changing attitudes to their appearance.

This has lots of positive impacts for Pretty Green as menswear is becoming more popular, however may bring extra competition from other brands that want to expand their menswear ranges like ASOS and New Look.

- 47% of people aged 16-24 have used a smartphone to shop for fashion online.

- A sruvey found that 40% of people make their purchases online (see appendix 9) - In an online survey carried out it was found that instagram was the most popular site to follow a brand on (see appendix 4).

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The PEST analysis is part of a macro marketing environment and it looks at factors that are out of a brands control. It is important to analyse the political, economic, social and technological factors to understand how they will each impact the brand. Technology has the most impact on the fashion and retail industry.

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SWOT ANALYSIS - UK Strengths

Weaknesses

-Celebrity endorsement from Liam Gallagher as he is a well known figure across the UK. Also his performance at the one love Manchester concery will have improved his reputation. This should be used to the brands advantage, showing off the fact that he is the founder of the brand.

- Varied price ranges making the clothing accessible to everyone (£25-£400) - Stand alone stores - keeping to its unique heritage, loyal customers like this about the brand.

-Well designed and good quality clothing. People are willing to buy into the brand because of this.

-British heritage of the brand - customers like this and will remain loyal to the brand.

-Not a very well heard of brand, only launched in 2009 so a relatively new brand compared to competitors like fred perry, who launched in 1952.

-People may not like Liam Gallagher as he has had controversial moments.

- High price points on lots of the clothing -There are not many stores, only 15 stores in the UK– people might not want to pay for shipping.

- Not a huge social media presence, especially on instagram and snapchat. Their main form of social media is twitter. how many people use it in uk?Im

Opportunities

Threats

- Expand their presence on social media (especially instagram.) In a survey carried out it was found that 75% of respondents said they were most likely to follow a brand on instagram.

-Womenswear range - engaging a wider demographic and bringing more customers to the brand.

- Expand their current range – increase the amount of products they have to gain more attention and customers.

- The brand needs to use its link to the music industry to its advantage - could bring in a new brand ambassador.

- People not willing to buy into a brand that they don’t know much about.

-Clothing may be too individual and therefore not appealing to a large amount of the public.

- Lack of presence on social media, competitors may overtake the brand because of their online presence and use of social media.

- The high price point of some of the clothing might put customers off, people might choose to shop elsewhere because of this.

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The SWOT analysis helps to highlight the key strengths and weaknesses, as well as identifying opportunities and issues that could pose threats for the Pretty Green brand.The strengths can then be used to create opportunity for the Pretty Green brand and overcome threats. The SWOT also helps the weaknesses of the brand to be addressed in order to maximise what can be done to help the brand.

The SWOT analysis helped highlight the key issues of the brand, these include - Competition from more popular, well known brands such as Fred Perry and and Paul Smith.

- Lack of presence on social media - Limited range of products - Products only targeted at a small demographic

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BRAND POSITIONING MAP - UK HIGH PRICE

HIGH VISIBILITY

LOW VISIBILITY

Where Pretty Green sits on the brand positioning map

These aren’t Pretty Greens direct competitors however they do still need to be taken into account, with the UK menswear market increasing lots of brands are making the most of this opportunity, especially New Look with their opening of menswear stores across the UK. This could be increased competition for Pretty Green in the menswear sector, as high street brands offer menswear at a more affordable price.

LOW PRICE 37

Pretty Green is a mid market menswear brand, it sits fairly high up the scale as it does have a high price point on most of the clothing. Pretty Green is similarly priced to its competitors such as Paul Smith, All Saints and Fred Perry, a classic polo shirt from both Fred Perry and Pretty Green costs on average ÂŁ70. Pretty Green has a fairly low visibility compared to its competitors which are larger, more well known brands with a higher visibility. When an online survey was carried out it was found that out of Pretty Greens competitors All Saints and Lacoste were the most popular shops people were most likely to buy from, with 60% choosing All Saints and 13% choosing Lacoste (see appendix 5).

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COMPETITOR ANALYSIS

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PAUL SMITH - First shop opened in 1970 - Founded in Nottingham - Paul Smiths collections “demonstrate his love of classic English tailoring and eye for proportion and detail, combined with his genuine sense of humour and appreciation of the quirky and unexpected” (Henderson, 2011).

- Paul Smith now has more than 300 shops worldwide, 19 in the UK - Sells men’s women’s and children’s clothing - Has stores in the US, in LA, San Francisco and New York

FRED PERRY - Been around since 1952 - Menswear is the main focus of the brand, why it is one of Pretty Greens biggest competitors - The cotton polo shirt became a famous symbol of British clothing - The clothing the brand provided became a symbol of elegance and style, gaining popularity among sporty, British men.

- Sells online worldwide - Has stores all around the world, including the USA, Canada and Japan

LACOSTE - Lacoste is a French fashion house founded in 1933.

- The Lacoste brand reached its height of popularity in the US during the late 1970s - The company also sell other products including fragrance, glasses, sunglasses, watches, underwear and homewear - Sold in over 110 countries.

- Its visibility has increased due to the contracts between Lacoste and several young tennis players - Two Lacoste items are sold every second in the world.

- “Lacoste relies on its authentic sports heritage to spring optimism and elegance on the world through a unique and original lifestyle for women, men and children” (Marchon, 2017).

Pretty Greens competitors have been established for a much longer than Pretty Green. Fred Perry has been around 57 years longer than Pretty Green, this means they are going to have more expericence in the industry and will have built up a better brand reputation and loyalty over the years.

Despite this, Pretty Green have done well, despite the tough competition from some some leading brands. Pretty Green has stores in Japan that have been a major succcess and is hoping to crack the US market much like its competitors have already done.

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SOCIAL MEDIA Fig 34

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* Ranked in order of strongest social media presence

1* Lacoste Facebook - 14,548,408 like this Instagram - 2.6 M followers

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Twitter - 991.5 k followers

Fred Perry Facebook - 1,499,632 likes Instagram - 284 k followers Twitter - 62 k followers

3 Ben Sherman Facebook - 226,037 likes Instagram - 52 k followers

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Twitter - 36.4 k followers

Pretty Green Facebook - 159,727 likes Instagram - 103 k followers Twitter - 98.1 k followers 42

LIAM GALLAGHER

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Liam Gallagher is “one of the most iconic frontmen in music” (Pretty Green, 2017). He’s idolised by lots of members of the public and this is a main reason why people buy into the Pretty Green brand. Pretty Green shows off Liam’s iconic style without being controlled by it. When asked why Liam started his own clothing range he said “the reason I’m doing it is I like clothes.

We’re going to do clothes I like, if people like it cool if they don’t, they don’t!” (Stokes, 2009).

With the brand being so closely linked to Liam Gallagher many elements of the brand reflect this. The store in Leeds on King Edwards Street doubles up as a music venue for up and coming bands, also selling small bits of memorabilia and vinyl records as well as other musical accessories.

Nick Holland (Design Director) described what it was like to work with Liam, commenting: “He is punctual, funny and extremely passionate about Pretty Green, and is very decisive in what he wants from the end product, which helps greatly and saves time and money” (Pretty Green, 2011). Liam Gallagher is involved in every stage of the process, including designing the collections.

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Newcastle

Nottingham

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Birmingham

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Leeds

Nottingham

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Glasgow Brighton

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IN STORE EXPERIENCE Throughout all Pretty Green stores there is a reacurring layout and familiar theme. Lots of the Pretty Green shops are stand alone stores, and not in big shopping malls. They are based in large cities like Nottingham, London and Manchester.

The in store experience is very unique to Pretty Green. The inside of the stores on the whole are relatively small. They are decorated with posters and photography of Liam Gallagher so customers are reminded of the strong music influence the brand has. The Pretty Green stores take the minimalistic approach, making sure not to over cluter their shelves and rails. The stores are light, airy and spacious, an environment that inivtes customers in and offers a relaxed, chilled out instore experience.

This style of store should be taken into the US, so the Britishness of the brand remains. The imagery of Liam Gallagher is important to the brands essence as he is the founder of the brand itself and is a large reason why people buy into the brand.

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INDIVIDUALISM & EXPRESSION

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ABOUT THE TREND This macro trend is all about ways in which brands can stand out from competitors by being individual and unique through their clothing ranges, brand identity and in store experience. The trend is all about the way a business chooses to express themselves and being individual by not following the trends seen on the high street.

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APPLYING THE TREND Fig 53

Pretty Green is a brand built upon its individuality and desire to provide unique clothing that can’t be found on the high street. They pride themselves in not following trends and keeping to the unique heritage of their brand. The images show some of the styles and patterns Pretty Green use on their clothing. Customers that buy from them typically like to express themselves in the way they dress and be individual.

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SMART & CONNECTED

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ABOUT THE TREND The smart and connected macro trend is all about consumers on line engagement and the growing importance of being connected to one another, mainly through the internet and social media sites such as Twitter, Instagram and Facebook. The internet was used daily by 82% of adults in the UK in 2016 (Gov, 2016).

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APPLYING THE TREND As more and more people are becoming absorbed by technology, Pretty Green need to make sure they are keeping up with the trend making the most of all social media platforms.

When in the Pretty Green store, the shop assistant stated that their main forms of advertisement and promotion are through their website and Twitter (see appendix 7). Pretty Green need to advertise more through Instagram and Facebook. A 2016 online survey found that Facebook is America’s most popular social networking platform, followed by instagram. Twitter being one of the least favourites.

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GENDER FLUIDITY

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ABOUT THE TREND Gender fluidity is a macro trend that has been on the increase in the last few years.

The fashion world is no longer firmly divided into womenswear and menswear, over the last few years these rigid lines have rapidly dissolved. Genderless clothing can bee seen everywhere in society, from the catwalk to the high street, “with fashion designers expressing notions of fluid sexuality and non-binary gender in their work” (Paget, 2016).

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APPLYING THE TREND Pretty Green only sells menswear, they need to take macro trend of gender fluidity as an opportunity to gain more customers.

Pretty Green already sell some clothing that is fairly gender neutral, however this could be increased by actually launching a new product range that tagrets both male and female customers.

Lots of high street stores like Zara and H&M have already created their own gender neutral ranges and these have proved to be a massive success. There’s nothing stopping Pretty Green doing the same. If gone about in the right way it will increase sales and profits for Pretty Green as well as gain them more customers.

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PEN PORTRAIT

USA CONSUMER Fig 65

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Name: Michael Age: 25

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Michael would be the typical American consumer that Pretty Green would target their brand at. He differs slightly from the British consumer as he is slightly younger and has some differing interests. Michael likes brands with a British heritage like Fred Perry and this is very much replicated in his style. He doesn’t follow trends and likes to be unique when it comes to his appearance. He is in full time work and therefore doesn’t mind spending a bit more on clothes as long as they are good quality. Once he finds a brand he loves, he remains loyal to the brand. He would admire Pretty Green for its link with Liam Gallagher and its Rock and Roll influence, as well as its British heritage. Michael is a big fan of rock music and it’s his way of relaxing after a long day at work.

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US MARKET HEALTH

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Market Snapshot UK Menswear 2017

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Sales in the menswear market has increased in the US over the last 4 years. In 2014 the US menswear market generated $64.7 billion. This is predicted to increase to $74.8 billion by 2018 (statista, 2017) (see appendix 8). The online premium menswear market has grown 278% in the last three years (Smith, 2016).

Men’s changing attitudes towards grooming and appearance will lead to strong demand for menswear in the US. Whilst womenswear is already highly saturated and competitive in the US, the landscape of menswear is far less crowded, therefore Pretty Green may have a chance to stand out in the US market being a menswear brand. “The expansion of menswear leads to good potential for future growth” (Euromonitor, 2017). The menswear market in the US is still very highly fragmented and competitive, Pretty Green will have to use advertisement and social media to their advantage in order to be successful in the menswear market.

There is a big shift going on in the menswear market, in recent years there has been an increase in the number of men bothered about fashion and their appearance. In response to men showing a greater interest in their appearance, retailers are expanding menswear ranges, and more designers are debuting men’s clothing collections. This works in Pretty Greens favour as more people are likely to want to invest in their brand, as they provide good quality and comfortable clothing for men that want to look good and dress smart, however it also creates a more competitive landscape.

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PEST ANALYSIS - US Political

Economic

- Donald Trump’s victory brings uncertainty to British brands like Pretty Green looking to move into the US.

- Despite the slow recovery from the recession, official forecasts show steady growth for the US economy (Fleming, 2017).

- Donald Trump wanting to make tax 15% for all businesses no matter of size (Rubin, 2017) - Pretty Green need to take this into consideration when trying to launch in the US.

- Pretty Green will have to work hard to engage consumers as it will be a new brand in the US, therefore people will be more weary of their spending.

- After Donald Trump was elected as President, uncertainties surrounding the economy and the market increased, this would have had an impact on how people spend their money as they would be more cautious.

Social

Technology

- US unemployment rate fell to 4.3 percent in May 2017, the lowest jobless rate since May 2001 (Trading Economics, 2017). This is beneficial for Pretty Green as it means people have a greater spending power.

Might allow Pretty Green to engage more consumers.

- Facebook continues to be America’s most popular social networking site.

- The amount of American men using social media has increased from 50% in 2012 to 66% in 2016.

- 67% of US men use facebook, 23% instagram and only 21% twitter - Pretty Green need to work on improving their presence on Facebook and Instagram in order to succeed in the US market.

- The US has a population of 326 million, which is a larger amount of people to please, compared to the UK’s 65.1 million.

- The share of U.S. adults living in middle-income households fell to 50% in 2015 (Cohn & Caumont, 2016) 57

It is important to also look at the political, economic, social and technoloigcal influences the brand will face in the USA market. The brand must make sure they are aware of the prevailing political and economic situation overseas and keep up to date with relevant legislation, taxation and trade tariffs. It is also important for the brand to be aware of the social and technological impacts that may impact the brand in the US.

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SWOT ANALYSIS - US Strengths

Weaknesses

- Oasis are well known in America therefore Pretty Green should use this to their advantage.

- The brand already lacks visibility in the UK, and therefore it will do even more so in the US as it is in a new market. Pretty Green need to make the most of social media and advertisement to try and boost their image.

- Improve their social media presence in relation to what are the prefered sights amongst US customers.

- The varied price range of the clothing should attract a wider demographic of American customers.

- Lots of British brands have been very successful in the US. Americans have a clear admiration for the quality and culture of British brands. “Britain has been riding a positive wave in the U.S. in recent years with the London Olympics and the birth of the royal prince and princess acting as potential catalysts� (Fortey, 2016). Pretty Green should stay true to their Britishness in order to succeed.

- Despite Liam Gallagher being well known he has had some contoversial moments and some people dislike him.

Opportunities

Threats

- Expand their presence online and offline, through social media and advertisements in magazines.

-Expand the current product range - engaging a wider demographic and bringing more customers to the brand.

- Introduce a limited edition fragrance for the US launch.

- The brand needs to use its link to the music industry to its advantage.

- Liam Gallagher is well known in the US, the brand need to use him to their advantage when promoting the brand.

- People might not be willing to buy into a new brand that they haven’t really heard of or know much about.

- Entering a new market can be very risky, Pretty Green have tried to enter the US before, starting with pop - up stores however they were unsuccessful.

-The clothing being sold might not appeal to a large variety of people.

- Lack of presence on social media will mean consumers may choose to shop at brands that are already well known in the US through their online presence.

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The SWOT analysis for the US helps highlight the strengths and weaknesses that Pretty Green are already facing, as well as the threats and opportunities of the brand. The main threat the brand would face in the US is the fact they have entered an unknown market where they are not very well known and this is a big risk for any business. They need to use the strengths of their brand to their advantage, like Liam Gallagher’s influence and the British heritage of the brand. The brand has an opportunity to expand their social media presence and advertisement in order to spread the word in America about who they are. These need to be carried out in order to minimise the threats they face when in the US market.

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BRAND POSITIONING MAP - US

LOW VISIBILITY

HIGH VISIBILITY

HIGH PRICE

LOW PRICE 61

When entering the US, Pretty Green will have to consider the placement of other competitors in the US market. Pretty Green has a similar price point to Lacoste, Tommy Hilfiger and Fred Perry. Pretty Green will have to work hard to compete with these brands as they are already better established in the US and have had time to gain the trust of the American population. Pretty Green is entering the market with a very low visibility due to not many people having heard of the brand.

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NEW MARKETS

EXISTING MARKETS

ANSOFF MATRIX The brands best sellers are their t-shirts and patterned shirts. The brand needs to work on promoting these more and even maybe expanding these lines so their are more variations in styles, colour and pattern. This provides the existing Pretty Green customer with more of what they like and keeps them loyal to the brand.

There is not much risk involved with this.

A mobile app where you are able to purchase clothes quickly from your mobile phone.

Introducing existing products into a new market, for example the US This could help Pretty Green gain a bigger brand reputation internationally

New products to connect with consumers in new markets such as the USA.

Expand the product range - creating a range of clothes that are gender neutral. This will attract a larger demographic.

Would need to adapt their brand and products to be able to enter the US.

They would need to make sure they adapt and cater for the US market

Creating a limited edition fragrance for the launch in the US to help create a buzz around the brand.

New geographical markets and distribution channels.

EXISTING PRODUCTS

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NEW PRODUCTS

The Ansoff Matrix is a marketing planning tool used to help a brand determine its opportunities for market and product growth.

This ansoff matrix looks at Pretty Green in its existing market and then its new market, which would be the United States. By doing this a better understanding is able to be gained of what new products need to be targeted to both the existing and new market.

Targeting new products to a new market is very risky but if gone about in the right way, very rewarding. Sportswear and fragrance are two different products Pretty Green could look at investing in.

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THE 8 P’s PRODUCT Present – Only sells menswear - Offers a nice variety of products for men – including the black and green label - Sells clothing, homewear, jewellery, music, books, underwear and shoes USA – - Offer the same products in America – including both the black and green label they already offer in the UK - Introduce a limited edition fragrance that is launched exclusive for the USA and initial entry to create a buzz around the brand.

Expand their product range keeping in mind gender fluidity

PEOPLE Present – Target market is very large age demographic, customers range from 16 to 60 Male Cares about their appearance and dressing in high quality clothing Not afraid to stand out in the clothing they wear Music lovers USA – Target a slightly younger consumer as Pretty Green will be looking to form concessions with Urban Outfitters.

Urban outfitters aims to serve an 18 to 35 year old target market Male and female – gender fluidity 65

PRICE PresentVery varied price range Prices are very similar to their competitors T-shirt: £30 Shirt: £70 Jeans: £80 Socks: £12 £4 delivery that takes 7-8 days USA – T-shirt: $38 Shirt: $90 Jeans: $103 Socks: $15 Ensure prices stay competitive against their main competitors in the US (Fred Perry, Lacoste).

To attract more customers make sure to promote seasonal ales and the fact they offer student discount.

PROMOTION Present – The brand is mainly promoted the Pretty Green website, Facebook and Twitter.

Student discount of 10% off. Occasionally at in-store events this is increased to 20% Seasonal sale £10 in store vouchers as part of on-line promotions USA: Offer 20% student discount all the time as Pretty Green will be targeting at a slightly younger consumer in the US. Loyalty scheme to attract more customers back to the brand Make the most of other social media sites such as Instagram and snapchat to help gain awareness.

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PLACE Present – Sold in 15 stand alone stores and 10 concessions Have 5 stores in Japan Ships internationally No actual stores or concessions in the USA USA Concessions in Urban Outfitters – Los Angeles, New Orelans, Manhattan, Boston and New York (short term) Concessions in Bloomingdales and Macy’s (mid term) Introduce a flagship store in a popular city (New York) if concessions are successful (long term)

PRODUCTIVITY Present – All Pretty Green stores have a consistent look and feel to them Through the décor there is a clear link to Liam Gallagher and the music industry Have a sleek yet quirky look to them The environment is very unique to them as a brand with lots of framed photos and patterned wallpaper giving it a very Pretty Green feel.

Friendly, helpful and approachable staff USA – Make sure the layout of the store mirrors those in the UK, from layout to decoration. This will help with brand identity, which can maximise their potential success.

Use the link with Liam Gallagher and the music industry to their advantage Ensure staff are well trained, friendly and helpful to people have a good experience when shopping in store and are more likely to return.

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PROCESS Present – Staff always on hand to answer questions and help with style advice Stores are spacious and chilled out so customers can browse at their own speed USA – Employ more staff so someone is always on hand to help Digital touch points in store – to ask questions, give feedback and find the products customers are looking for quickly and efficiently. Also can be used to order in clothing that a customer might not be able to find in their size in store.

PHYSICAL ENVIRONMENT Present – Not very efficient delivery service – takes 7-8 days Helpful staff that are willing to answer customers questions If you email them they make sure to try and reply within 48 hours USA – More efficient delivery service that doesn’t take as long Make sure they continue the good customer service

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PROMOTIONAL PLAN

SOCIAL MEDIA SOCIAL MEDIA In order to launch successfully in the US, Pretty Green need to increases their online presence, through social media sites such as Instagram, Snapchat and Twitter. They need to attract more customers by promoting sales, offers and any new products on their social media, this can increase excitement around the brand, attracting more customers. This is especially important as they are trying to launch in a unfamiliar market. Social media is there way of making people aware of their brand, what they stand for and what they can offer.

MAGAZINE EDITORIALS Pretty Green currently lack off line advertisements for example in magazines. As Pretty Green is a menswear brand a good magazine for their products to be featured in would be GQ, a men’s fashion magazine. GQ is 5th out of the top 10 mens magazines in the US and therefore would be a good choice as it is proven popular among American men. The target audience of GQ is young adult males from the age of 18 to 30, which fits in well with the age range Pretty Green are targeting at in the US. Advertising in magazines would aim to increase brand awareness, as well as sales for the Pretty Green brand.

ONLINE APP As so many people choose to shop online in the US, it would be smart for Pretty Green to look at creating an online app, where customers can browse and purchase products. A survey found that 70% of American shoppers find it easier to shop online. The process should be easy and delivery should be fast and affordable. The online app would allow customers to purchase items from their phone on the go with no hassle. This would also be very useful as there are only 15 actual Pretty Green stores in the UK and the brand will only be tested in 5 different locations in the US, so not everyone will be able to get to them. A quick and easy online shopping experience needs to be achieved in order for Pretty Green to be successful in the US. 70

LINE EXTENSION FOR US GENDER FLUIDITY RANGE As Pretty Green only sell menswear, they have a smaller target consumer compared to competitors such as Paul Smith, who sell chilcren’s, women’s and men’s, therefore they are able to attract more customers.

When speaking to the women in the Pretty Green store, it was made aware that women do buy some of the products for themselves, mainly the t-shirts. Gender fluidity is a growing trend in the US that has become increasingly popular in the last few years. Pretty Green definitely have an opportunity to expand their product range, this product range should be a gender neutral range that is targeted at both men and women. This will help them to gain more customers in the US.

Fig 74

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FRAGRANCE The introduction of a limited edition Pretty Green fragrance for the launch into the US, this would help to create a buzz around the brand.

Fig 75

Pretty Green already sells clothing, accessories, shoes and homewear, however they do not sell fragrances. Pretty Green need to keep up with their competitors who already sell fragrances, like lacoste and Paul Smith. The fragrance would be unisex so it would attract a wider demographic of customers, both male and female and of all ages.

The celebrity that could be used to promote the fragrance and be used in the advertisements would be Adam Levine, an American singer, songwriter, actor, and record producer.

He is the lead vocalist in the band Maroon 5 and therefore fits in with Pretty Greens link to the music industry. He is popular in the US therefore this may increase sales. He is 38, this fits in with the age of the consumer that Pretty Green are trying to target in the US.

Fig 76

The fragrance needs to fit in with the price point of the rest of Pretty Green products, the fragrance would be priced at roughly $55 for a 75ml bottle. The fragrance should feature one of the signature Pretty Green patterns on the bottle to increase brand identity and awareness. Below are some example for what the Pretty Green fragrance could look like.

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MARKETING STRATEGY PLAN

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The brand would initially launch as a concession with Urban Outfitters, a brand already very popular in the US. The Pretty Green style would also fit in with the quirky style of the Urban Outfitters store therefore attracting a similar audience. Urban Outfitters attracts customers of around 17-30, this is why the Target consumer for Pretty Green will be slightly younger in the US than it is in the UK. Location -Trials will be in five locations across the United States. The locations have been selected because of the wealth of the areas and the high interest in fashion. The areas include Los Angeles, New Orleans, Manhattan, Boston and New York.

In store environment - The in store feel of an Urban Outfitters store is individual, eccentric and quirky. The Pretty Green section in the Urban Outfitters stores will be made to mirror the look and feel of the Uk stand alone stores, recreating the British heritage feel that the customers love so much. It is important for Pretty Green to stay true to its British heritage despite it being in the United States, this is what attracts lots of the customers to the stores.

Photography and art work that highlights the musical influence, there will be a strong emphasis on the Britishness of the brand and the links with Liam Gallagher and the music industry.

After 6 months of being in the US, Pretty Green will be assessed on how well they are doing by looking at their profits, and comparing these to the UK’s.

If all is going well the brand will be left for another 6 months doing exactly the same. At the end of the year sales will be checked again. If profits have increased throughout the year, concessions with Bloomingdales and Macy’s may be looked a, however this would have to be evaluated at the time depending on how well the brand is coping in the US market.

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Fig 77

CONCLUSION 75

There is a great deal of potential for Pretty Green to succeed in the US market as it is evident throughout the report. There are numerous factors that will be able to work to the brand’s advantage such as it’s British heritage and uniqueness. However the brand does still have problems to face, especially their lack of online and offline presence.

The brand’s presence in the UK needs to increase before the brand makes any major expansions internationally. This could be done by increasing their advertisement, online presence and product range in order to help maximise their UK market awareness.

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REFERENCES ANON (2017). Social media fact sheet. [Online]. Available at: http://www.pewinternet.org/fact-sheet/social-media/ ANON (2017). United Kingdom Inflation rate. [Online]. Available at: https://tradingeconomics.com/united-kingdom/inflation-cpi Armstrong, A (2016). Liam Gallagher’s fashion business Pretty Green rolls with it over Christmas. [Online]. Available at: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/12120576/Liam-Gallaghers-fashion-business-Pretty-Green-rolls-with-it-over-Christmas.html Ballaben, S (2016). Online shopping could push digital wallets into the mainstream. [Online]. Available at: http://academic.mintel.com/display/775949/?highlight Bumpus, J (2013). Pretty Green’s Design Director: “It’s Not A Mod Label”. [Online]. Available at: http://www.vogue.co.uk/article/pretty-green-liam-gallagher-new-collection-pat-salter Company Check (2016). Pretty Green. [Online]. Available at: https://companycheck.co.uk/search?term=pretty+green&type=company-uk%2Ccompany-nltd%2Ccompany-euro&status=active Davies, K (2015). Mail online. [Online]. Available at: http://www.dailymail.co.uk/news/article-3367104/He-s-sold-70-million-records-shared-77m-Oasis-royalties-brother-Noelcome-Liam-Gallagher-11m-left-split-divorce-deal.html Euromonitor (2017). Menswear in the US. [Online]. Available at: http://www.euromonitor.com/menswear-in-the-us/report Fleming, S (2017). US economy: statistics at a glance. [Online]. Available at: https://ig.ft.com/sites/numbers/economies/us Fortey, J (2016). British brands continue to invade the U.S. market. [Online]. Available at: https://www.quirks.com/articles/british-brands-continue-to-invade-the-u-s-market Gov (2016). Home internet and social media usage. [Online]. Available at: https://www.ons.gov.uk/peoplepopulationandcommunity/householdcharacteristics/homeinternetandsocialmediausage Gonzalez-Rodriguez, A (2015). Pretty Green dies of (online) success. [Online]. Available at: https://fashionunited.uk/news/business/pretty-green-dies-of-online-success/2015011315143 Henderson, P (2011). Behind the brand: Paul Smith. [Online]. Available at: https://www.mrporter.com/journal/journal_issue28/6 Marchon (2017). FOR LACOSTE, LIFE IS A BEAUTIFUL SPORT!FOR LACOSTE, LIFE IS A BEAUTIFUL SPORT! [Online]. Available at: http://marchon.com/en_GB/brands/ Lacoste Millward, D (2013). Business profile: Pretty Green. [Online]. Available at: http://www.getreading.co.uk/news/business/business-profile-pretty-green-4214928 Milligan, L (2011). Pretty cool. [Online]. Available at: http://www.vogue.co.uk/article/paul-weller-designs-for-liam-gallagher-pretty-green Mintel (2014). Menswear market grows 18% in the last 5 years [Online]. Available at: http://www.mintel.com/press-centre/fashion/all-sewn-up-uk-menswear-market-grows-18in-the-last-5-years Mintel (2016). Consumer spending [Online]. Available at: http://academic.mintel.com/display/770343/?highlight#hit1 Pretty Green (2017). Pretty Green website. [Online]. Available at: https://www.prettygreen.com/discover/timeline/ Paget, N (2016). Menswear and gender fluidity: Fashion fad or retail reality? [Online]. Available at: https://www.wgsn.com/blogs/gender-fluidity-in-fashion-menswear/ Pretty Green (2011). BRAND FOCUS: PRETTY GREEN. [Online]. Available at: https://www.prettygreen.com/news/2011/1/10/brand-focus-pretty-green-86/ Rubin, R (2017). Trump Unveils Broad Tax-Cut Plan. [Online]. Available at: https://www.wsj.com/articles/mnuchin-says-trump-will-offer-biggest-tax-cut-in-u-s-history-1493213275 Rushe, D (2017). Jobs report: US unemployment hits 16-year low despite slower hiring. [Online]. Available at: https://www.theguardian.com/business/2017/jun/02/us-job-report-unemployment-rate Sender, T (2017). Uk menswear market report. [Online]. Available at: http://store.mintel.com/uk-menswear-market-report Smith, K (2016). Spring 2017 Menswear: Market growth & trends. [Online]. Available at: https://edited.com/blog/2016/06/menswears-magic-moment/ Statista (2017). [Online]. Available at: https://www.statista.com/statistics/567984/retail-sales-of-the-us-menswear-market/ Stokes, P (2009). Oasis’ Liam Gallagher starts fashion label. [Online]. Available at: http://www.nme.com/news/music/oasis-255-1314469 Waller-Davies, B (2016). Liam Gallagher’s Pretty Green reports soaring profits and sales. [Online]. Available at: https://www.retail-week.com/sectors/fashion/liam-gallagherspretty-green-reports-soaring-profits-and-sales/7012618.article

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BIBLIOGRAPHY Books Clark, J. (2015 ) Fashion Merchandising: Principles and Practice. 1st ed. Palgrave.

Kim, E, Fiore, A.M. and Kim, H. (2011) Fashion Trends Analysis and Forecasting. 1st ed. Bloomsbury.

Posner, H (2011) Marketing Fashion. 1st ed. Laurence King.

Articles Armstrong, A (2016). Liam Gallagher’s fashion business Pretty Green rolls with it over Christmas. [Online]. Available at: http://www. telegraph.co.uk/finance/newsbysector/retailandconsumer/12120576/Liam-Gallaghers-fashion-business-Pretty-Green-rolls-with-it-overChristmas.html Bumpus, J (2013). Pretty Green’s Design Director: “It’s Not A Mod Label”. [Online]. Available at: http://www.vogue.co.uk/article/pretty-green-liam-gallagher-new-collection-pat-salter Fortey, J (2016). British brands continue to invade the U.S. market. [Online]. Available at: https://www.quirks.com/articles/british-brandscontinue-to-invade-the-u-s-market Henderson, P (2011). Behind the brand: Paul Smith. [Online]. Available at: https://www.mrporter.com/journal/journal_issue28/6 Rushe, D (2017). Jobs report: US unemployment hits 16-year low despite slower hiring. [Online]. Available at: https://www.theguardian. com/business/2017/jun/02/us-job-report-unemployment-rate Sender, T (2017). Uk menswear market report. [Online]. Available at: http://store.mintel.com/uk-menswear-market-report Smith, K (2016). Spring 2017 Menswear: Market growth & trends. [Online]. Available at: https://edited.com/blog/2016/06/menswears-magic-moment/ Waller-Davies, B (2016). Liam Gallagher’s Pretty Green reports soaring profits and sales. [Online]. Available at: https://www.retail-week. com/sectors/fashion/liam-gallaghers-pretty-green-reports-soaring-profits-and-sales/7012618.article

Other sources Euromonitor (2017). Menswear in the US. [Online]. Available at: http://www.euromonitor.com/menswear-in-the-us/report Statista (2017). [Online]. Available at: https://www.statista.com/statistics/567984/retail-sales-of-the-us-menswear-market/ Mintel (2014). Menswear market grows 18% in the last 5 years [Online]. Available at: http://www.mintel.com/press-centre/fashion/allsewn-up-uk-menswear-market-grows-18-in-the-last-5-years

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APPENDIX Appendix 1

Appendix 2

Appendix 3

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Appendix 4

Appendix 5

Appendix 6

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Appendix 7 Pretty Green shop interview How is your main customer?

Male, age- young teens all the way to 60. Really varies Who are your main competitors?

Fred Perry, Lacoste, Paul Smiths, other British designers What price range are the clothes Accessories from £20 Clothes range from £22 up to £400 How would you describe the brand?

Unique, British mens wear, nothing that you would find on the high street , funky, mix of 70s/80s style Are your customers loyal to the brand?

Yes, but then also people off the street that come in because they think it looks interesting.

How do you advertise?

Mainly on the internet – through our website and twitter. We also have look books that we give out No Instagram Do you think it would do well in America?

Yes, because it is a British brand and Liam Gallagher (Oasis) he’s already recognisable.

Interview with shop assistant, Pretty Green Nottingham, 8 May 2017.

Appendix 8

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Appendix 9

Appendix 10

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ILLUSTRATIONS Fig 1 - [Online]. Available at: https://clockworkorangeclothing.files.wordpress.com/2012/07/pretty-green-logo.jpg Fig 2 - [Online]. Available at: https://www.prettygreen.com/discover/ss17/black-label Fig 3 - [Online]. Available at: https://www.prettygreen.com/discover/ss17/spring Fig 4 - [Online]. Available at: https://www.prettygreen.com/discover/ss17/spring Fig 5- [Online]. Available at: https://www.prettygreen.com/discover/ss17/black-label Fig 6 - [Online]. Available at: https://www.prettygreen.com/discover/ss17/black-label Fig 7 - [Online]. Available at: http://www.self-titledmag.com/wp-content/uploads/2010/03/liam2.jpg Fig 8- [Online]. Available at: https://www.prettygreen.com/discover/ss17/spring Fig 9- [Online]. Available at: https://www.prettygreen.com/discover/ss17/black-label Fig 10- [Online]. Available at: https://www.prettygreen.com/discover/ss17/black-label Fig 11- [Online]. Available at: https://www.prettygreen.com/discover/ss17/black-label Fig 12- [Online]. Available at: https://www.prettygreen.com/discover/ss17/black-label Fig 13- [Online]. Available at: https://www.prettygreen.com/discover/ss17/black-label Fig 14- [Online]. Available at: https://www.prettygreen.com/discover/ss17/black-label Fig 15- [Online]. Available at: https://www.prettygreen.com/discover/ss17/spring Fig 16- [Online]. Available at: https://www.prettygreen.com/discover/ss17/black-label Fig 17- [Online]. Available at: https://www.prettygreen.com/discover/ss17/spring Fig 18- [Online]. Available at:https://www.prettygreen.com/discover/ss17/spring Fig 19- [Online]. Available at: https://www.prettygreen.com/discover/ss17/spring Fig 20- [Online]. Available at: http://www.zvuki.ru/images/photo/51/51293.jpg Fig 21- [Online]. Available at: https://www.quizz.biz/uploads/quizz/1025192/8_5zQkD.jpg Fig 22- [Online]. Available at: https://www.prettygreen.com/discover/ss17/spring Fig 23- [Online]. Available at: http://www.haywardguitars.com/ekmps/shops/haywardsguitars/resources/Design/bannerelectric-2-red.jpg Fig 24- [Online]. Available at: Available at: https://www.prettygreen.com/discover/ss17/spring Fig 25- [Online]. Available at: https://elclubdelrock.com/wp-content/uploads/2014/07/banda-oasis.jpg Fig 26- [Online]. Available at: http://www.chameleonmenswear.co.uk/images/products/1426249257-75471300.jpg Fig 27- [Online]. Available at: http://steelhouse.com/blog/wp-content/uploads/2015/04/crowd-image.jpg Fig 28- [Online]. Available at: https://i2.wp.com/www.relix.com//images/uploads/about/2013LIamGallagherBeadyEyeDC0410134.jpg?ssl=1 Fig 29- [Online]. Available at: https://pbs.twimg.com/media/CFNQ-tOWoAIAXtm.jpg Fig 30- [Online]. Available at: https://www.prettygreen.com/discover/ss17/black-label Fig 31- [Online]. Available at: https://www.prettygreen.com/discover/ss17/black-label Fig 32 - [Online]. Available at: http://pragmauk.com/wp-content/uploads/2017/01/Pragma-Menswear-Whitepaper-1-1. pdf Fig 33- [Online]. Available at: https://www.prettygreen.com/discover/ss17/black-label ig 34 - [Online]. Available at: https://s-media-cache-ak0.pinimg.com/736x/82/56/b2/8256b29981b86d7dbe2f2444677ac693.jpg Fig 35 - [Online]. Available at: http://images4.fanpop.com/image/photos/16600000/-liam-gallagher-16669494-421-311. jpg

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Fig 36 - [Online]. Available at: https://pbs.twimg.com/media/CYNqDsSWYAAcDtK.jpg Fig 37- [Online]. Available at: http://e5.pudelek.pl/5cbc6492a803173ca3bf989df366bfe6e799754c Fig 38- [Online]. Available at: https://elclubdelrock.com/wp-content/uploads/2014/07/banda-oasis.jpg Fig 39- [Online]. Available at: https://www.prettygreen.com/media/blog/liam-gallagher-pretty-green_.jpg Fig 40- [Online]. Available at: https://cooltivator.ro/wp-content/uploads/2016/09/Oasis-main-1.jpg Fig 41- [Online]. Available at: https://www.prettygreen.com/media/blog/new.jpg Fig 42- [Offline]. Livesey, A. Own photo (Taken 8 May 2017).

Fig 43- [Online]. Available at: https://static.prettygreen.com/blog/444__.jpg Fig 44- [Online]. Available at: http://ilovenewcastleuk.com/wp-content/uploads/2016/06/pretty-green-newcastle-shoppers-. jpg Fig 45- [Online]. Available at: http://static.fashionbeans.com/wp-content/uploads/2014/12/pgreenstore3.jpg Fig 46- [Online]. Available at: https://www.prettygreen.com/media/blog/PG-leeds-opening.jpg Fig 47- [Offline]. Livesey, A. Own photo (Taken 8 May 2017).

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