International Brand Strategy Presentation by Annabel Lindsay

International Brand Strategy Presentation Completed Individually by Annabel Lindsay Read MA Fashion & Business | 19000613

A im To produce a comprehensive brand strategy to establish the House of Sunny brand within the German womenâ&#x20AC;&#x2122;s readyto-wear fashion market, with a new concept store in Berlin.

H eritage The Founder Founded by Sunny Williams in 2011, House of Sunny is an independent womenswear brand based in London. (House of Sunny, 2018) The fashion designer was born in Surrey. Top of the class at University. Interned at Savile Row learning about construction, fit + quality. Channelled learnings into â&#x20AC;&#x2DC;beautiful craft, intellect and a rich eleganceâ&#x20AC;&#x2122;. (Dollface Magazine, 2012)

I ntroduction Ready-to-wear, â&#x20AC;&#x2DC;of the momentâ&#x20AC;&#x2122; crafted staples designed for everyday use Each product elevates any wardrobe throughout the seasons Quality + affordability Small creative teams, collectively work to innovative craft All garments + accessories designed in-house in East London studio + produced globally Shipping to 55+ countries worldwide Next day + express delivery providing efficient, reliable service (House of Sunny, 2018)

House of Sunny

Brand Aim / Value

Design essential staples with

B V

high-end tailoring + a chic,

r a n d a l u e +

h a r a c teristics

Instagrammable twist. (May, 2019)

Sustainability 2 seasonal collections. Sustainable fabrics + manufacturing methods. Quality garments that last. Overseas production partners visited frequently. No fur, leather, skins, silk! Ethically sourced wool. Care labels + swing tags made from leftover garment waste. (House of Sunny, 2018)

Website screengrab taken from House of Sunny (2019)

R ecent E xpansion PREMIUM ‘ELEVATED’ LAUNCH 2017...

Targeted premium expansion with a new, higher-end label... ‘Elevated by House of Sunny’ Debuted collection at the British Fashion Council Design Showrooms Exhibition Line features higher price points More premium with prices up to £450, compared to regular line’s prices of £30 - £150. Allows for more adventurous materials, including nappa leathers, shearlings + mohair wools. Same values as the main line- just elevated. For customers with higher budgets, wanting real leather + mohair wool rather than polyester. Includes elevated jerseys hoodies, bi-colour denims, loose mohair tops + velvet-finish puffer coat. Marketing director Camilla Ley: “We got a lot of press and buyers, it was good” (Halliday, 2017)

H ead D esign S tudio Head studio in Olympic House,

Olympic House, Hackney

1930â&#x20AC;&#x2122;s, Art Deco building has clothing heritage. Originally an expansion of the Simpsonâ&#x20AC;&#x2122;s clothing (DAKS) - one of the first to mass scale high quality British tailoring. Contained 3000+ garment employees. Converted in 2005 into housing, studios + offices. (House of Sunny, 2018)

(Google Maps, 2019)

I nternational L ocations GLOBAL STOCKISTS, CONCEPT STORE RESIDENCE + RETAIL PARTNERS...

(House of Sunny, n,d.).

35 Partners

(House of Sunny, 2020)

18 Partners

(House of Sunny, 2020)

8 Partners

(House of Sunny, 2020)

11 Partners

(House of Sunny, 2020)

I nternational S ummary 72 Official Partners Worldwide â&#x20AC;&#x2DC;Sources, manufactures + designs everything in the UK/EUâ&#x20AC;&#x2122; Pursuing wider Western market distribution following Designer Showrooms success. Targeting China growth with pieces with a USP for the market. Available online internationally through website + e-tail giants (i.e. Asos, Zalando). Topshop concession + stockists in mainland Europe. US growth - particularly California + New York. Always looking for new concept stores, boutiques and representatives. (Halliday, 2017)

L ondon P op-up S tores

L aunch

THE HOUSE OF SUNNY POP-UP STORE HACKNEY WALK, MORNING LANE, E9 6LH LONDON, UNITED KINGDOM (HOUSE OF SUNNY, 2016)

(Facebook, 2019)

S ervice

R etail E xperience SERVICE + RETAIL EXPERIENCE Most recent pop-up showcased’70s AW19 collection: ‘The Wonder Years’. Events + experiences including manicures by Secret Spa + a Bambrows brow bar. Performance by emerging London R&B singer Tertia May. Local conscious accessories brands (like Phine + Neon Hope) invited. (Murray, 2019) Interactive events, experiences, workshops for young women about sustainability Entice the London community with a multi-faceted experience. (May, 2019)

I nterior D esign

INTERIOR AESTHETIC + APPEAL AW19 collection featured in store attracted global customers- recalls of three girls from Madrid who visited. ‘customers drawn into the store because of the pastel colours, it’s... so different for a winter collection.’ Baby pinks, pistachio greens + chocolate browns...a near Neapolitan ice cream colour palette (Sesiguzel, 2020)

E xisting C onsumer

“IT IS FOR GIRLS WHO LIKE TO MIX UP THEIR CLOTHING”- SUNNY WILLIAMS (HALLIDAY, 2017) ‘the Instagram-savvy generation...is happy House of Sunny tee + a hoodie.’

18-35 YEARS ARTISTIC COLLECTIVE IDENTITY ALTRUISTICALLY FEMININE TREND SAVVY FIERCELY INDEPENDENT ROMANTIC @ <3

Customers looking for everyday pieces with

SUSTAINABLE STATEMENTS

edge. East London

MODERN ENGLISH ROSE

together in an

girls looking put eclectic way. (Halliday, 2017)

(House of Sunny, 2018)

(Halliday, 2017)

‘The Homies’

WOMEN

to throw together pair of 1970s denims with a

B rand P ositioning : C ompetitors

Innovative Design

Sustainability Omitted

Sustainability Considered

Traditional Design

(House of Sunny, 2018)

M ain G lobal C ompetitors ASOS WHITE

STINE GOYA

Strong global player. Sophisticated style. ASOSâ&#x20AC;&#x2122;s premium line. Launched in 2010. Cool staples + a grownup feel. Strong minimalist vibe. Scandi cuts. Oversized silhouettes. (Morgan, 2018)

Champion colour + print. Privately owned independent label. 4 annual international collections. Developed at in-house design studio + presented in Copenhagen. UN SDG 12, inspired a material strategy providing framework + goals for 2025. (Stine Goya, n,d.)

BAUM UND PFERDGARTEN

Aesthetics for the planet. Encourage industry transparency. Use fewer resources. Timeless, design-led collections with playful contrasts. Memorable prints + bold colours. For playfully expressive women Retails in 25+ countries worldwide. (Baum Und Pfergarten, 2020)

B rand I dentity P rism

Picture of Sender Indulgent

70’s-esque feel

Sweet but sensual

Iconic use of prints

Relationship Brand loyalty Collectivist identity ‘The Homies’ (House of Sunny, 2018) Clothes as a form of art Sustainability chic Self-expressive

rso

Feminine

lity

Creative The new ‘it girl’

Relationship

Contemporary silhouettes

iq ys

Culture

E X T E R N A L I S A T I O N

Bold, clashing colours

Green is the new black (Green Is The New Black, 2020)

Sisterhood Modern muse

‘Do it for the gram’

fle

ion

lf-I

g ma

Don’t take life too seriously

Trendy Fashion innovator Concious consumption

Picture of Receiver

I N T E R N A L I S A T I O N

B rand E quity P yramid

Resonance Loyal digital following At one with nature Judgements

High recognition amongst creatives

Celeb/influencer marketing

Feelings Future Nostalgia

Dedicated following

Aspirational

Lack brick + mortar presence

The urban explorer

Different point of view

Experimental colour clashing

(Team SilkFred, 2016) Performance Strong digital presence

Imagery Innovative designs.

New-wave of technology

Clear visual brand identity

Affordable RTW pieces Seasonless style (Team SilkFred, 2016)

Salience Redefining ready-to-wear staples Eco-fashion gets a makeover International online presence

Insta-Aesthetic iconography Statement pieces (Team SilkFred, 2016)

P roduct

P rice

Brand Positioning: Price

£67

£90

£76 £67

£60

£145

£240

£119

£80

£80 £

£££

LOW

£69

HIGH

£95

£67 £150

£68 £120

(House of Sunny, 2019)

‘Directional but affordable... stand out from the crowd and still keep your bank balance in the positive’ (Eggenberger, 2018) ‘New-in’ website page shows pieces from collection VOL.15 SS’20, titled ‘Palm Bay’, ranging from £60.00 for ‘Nature Dress’ + the ‘Marina Shirt ’, going up to £240.00 for the vegan ‘Iconic Shoulder Bag’. (House of Sunny, 2019)

‘A ffordable, aesthetic creativity’ (Teather, 2019)

B rand O nion M odel BR

International expansion

European fusion

Experimental, interactive retail experience

Subtle sensuality

Collaboration

Sisterhood

Nostalgia

TIO

BOUTIQUE

ALI

LUE

BERLIN

VA CE

PLAYFUL

Insta-edge

Creative

Practical RTW + Berlins functionality with HofS playful injection of colour

Sustainability

Unique pop of colour to Berlins stoic relationship with black (Braddock, 2011)

Collectivism

New-age femininity

H ouse

S unny S WOT A nalysis STRENGTH

WEAKNESS

Unique, creative + distinct visual identity.

Mainly exist online. Can’t fully experience brand in physical context.

72 official ‘Retail partners worldwide’.

Doesn’t operate a wholly owned outlet.

Aspirational brand amongst trend-setters at accessible price points.

Newer brand so less established as potential competitors.

Sustainability considered within the brand ethos.

Only designs womenswear garments.

Sources, manufactures + designs everything in UK/EU (Halliday, 2017).

Sizing only caters for women sizes 6 - 14 (UK). (House of Sunny, 2019)

Available internationally through website + e-tail giants (i.e. Zalando,

Facebook page requires more maintenance.

Germany).

Don’t invest heavily in marketing.

Strong Instagram presence with heavy engagement.

Don’t emphasise sustainable attributes enough which could be a

2 seasonal collections annually allows for careful, strategic planning.

strong selling point due to increasing consumer awareness.

OPPORTUNITY

THREAT

To expand internationally

Instagram trends shift quickly, staying relevant without losing brand

Pursue wider Western market distribution

ethos may prove challenging.

Source new concept stores, boutiques and representatives.

Relies, on Instagram cult following, new social media success i.e. Tik-

Work with influencers / consider celebrity endorsements

Tok could sway audience away from Instagram.

Opportunity to collaborate with other brands

Niche consumer market limits mass quantity custom - acting as a

Expansion into accessories (potentially unisex designs)

profit hinderance.

Expansion into wholly owned-retail outlet to enhance brand image

Lack of marketing could be a threat when trying to compete globally

Utilise social media to increase global presence

Competitors, like Stine Goya, act successfully on global scale differentiation is key for desired international market integration.

P otential S tore L ocation...

B ikini B erlin

A bout B ikini B erlin • Oasis in the heart of the city, an urban hub + social universe. • Home to the world’s first concept shopping mall. • Carefully curated + coordinated boutiques + gastro offers. • Houses modular pop-up boxes, which can be rented temporarily. Gives brands opportune to launch products + for aspiring designers to publicly present their creations. • 7000 m², freely accessible green rooftop terrace, • Bikini Berlin Shopping Garden, offers views over Berlin Zoo (Bikini Berlin, n,d.)

B ikini B erlin: T he E xperience

(Bikini Berlin, n,d.)

B ikini B erlin: B rand P ortfolio BRANDS (FASHION + LIFESTYLE)

POP-UP BOXES IN APRIL 2020

Est2020

Jeeij

Lemon & Pink

Sustainable menswear. Limited collection High quality standards. Materials individually selected from lifelong experience + modern, progressive thinking. (Bikini Berlin, 2020)

Women’s RTW. ‘Designs are for fashion-conscious women who like to wear comfortable outfits that still attract admiring glances’. (Bikini Berlin, 2020)

Jewellery Designer. Gained popularity selling at design markets/online. Natural materials, ornate, elegant design. Handmade by Sergio Engel in Berlin-Kreuzberg. Bikini Berlin. (2020)

B ikini B erlin: B rand C ompetitors

SUNNY IN BERLIN BRAND POSITIONING

BRANDS (FASHION + LIFESTYLE)

Innovative

Low Price

High Price

Traditional

W hy B erlin?

House of Sunny currently has no retail partners in Germany... German Fashion Market: •

Revenue in the Fashion segment 2020 amounts to US$20,414m

•

Revenue annual growth rate (CAGR 2020-2024) of 6.2%,

resulting in market volume of US$25,989m by 2024. (Statista, 2020)

Germany’s political + cultural capital...hosts one of the highest densities of scientific research institutions in Europe. Germany’s biggest media + tech city - economy growing faster than Germany as a whole for a decade. (The Times, 2018)

•

German women favour casual, conservative, practical

styles sale of trousers is 75-80% versus 20-25% for skirts •

Market is extremely price sensitive. Germans spend €719

on clothing per person in 2019, below the UK (€1,133). (Hunstig, 2019)

L emon

P ink

S unny

B erlin

Lemon + Pink £20.20 (€24)

P roduct Lemon + Pink x SinB £40 (€46)

P rice: B erlin

HofS £90 (€104)

HofS £119 (€137)

HofS £150 (€173)

£££

LOW

£35 (€41) Lemon + Pink x SinB (House of Sunny, 2019)

HIGH

£67 (€77) £69 (€80) HofS

£80 (92) HofS

£125 (€144) SinB

£240 (€276) HofS

M arket E ntry S trategy: S unny I n B erlin MARKET ENTRY STRATEGY: Horizontal brand-extension: Line extension by developing a sub-brand to target the new market segment within the same product category.

Upon entering the new market, adopting a localized brand identity will help appeal to the new audience. Hence Sunny In Berlin. Stretching the brand should attract more diverse consumers + define the brandâ&#x20AC;&#x2122;s position as internationally aspirational. The SinB architecture strategy establishes the brand within House of Sunny, showing how they are related to but differentiate from each other according to the relevance of the new market

WHY? Further establish to growing House of Sunny identity on an international scale. To create excitement within the market + for consumers - particularly existing HofS Homies in Germany. Offers by appearance + potentially induces positive brand changes. Competitive advantage by meeting specific market needs, by actively evolving brand development. If brand accepted across different lines of products, potential to become powerful international player.

MARKET ENTRY MODE:

M arket E ntry M ode

Wholly owned outlet via a hybrid joint-venture strategy to benefit from local talent, knowledge & network.

WHOLLY OWNED SUBSIDIARY: Purchased acquisition of retail outlet space in Bikini Berlin. entering German market with 100% ownership of the foreign entity through acquisition. Limits risk + maximises exposure by utilising established Bikini Berlin brand name + customer base. High control, high commitment, high presence + high risk/reward. Allows Sunny In Berlin to reach diverse geographic regions, markets + different industries.

JOINT VENTURE: Ongoing opportunities to collaborate with Bikini Berlin’ s permanent/pop-up brands. Risk’s divided by leveraging off each other’s strengths. Thrive in following conditions between partners: converging goals, small market share compared to market leader, can learn from one another without surrendering competitive advantage (Chang, Chung & Moon, 2012). e.g. Lemon + Pink specialise in accessories, Sunny In Berlin has stronger brand presence.

(Essays UK, 2018).

S tandardisation Some standardisation maintains unity between HofS + Sunny In Berlin, including: • Typography. • General colour palettes/colour tones (pastels + muted hues) (May, 2019) • Brand ethos e.g. fun, sustainable practices, Insta-edge. • Digital marketing outputs i.e. Instagram, Pinterest. • Hand-selected pieces from HofS collections directly export from manufacturing factories to Berlin store. • Overall brand service.

P oints

P arity

D ifference

POINTS OF PARITY:

POINTS OF DIFFERENCE:

NECESSARY:

Aspirational Instagrammable aesthetic.

Ready-to-wear womenâ&#x20AC;&#x2122;s fashionable garments.

Relevant amongst influencers/digital creatives.

Functional clothing without compromising style.

Striking use of colours and prints.

External in-store experience i.e. Bikini Berlin eateries

Feminised yet tailored silhouettes.

Aesthetic store interior.

Strong, favourable + unique brand association Brings a pop-of colour to Berlin streetwear.

COMPETITIVE:

Price sensitive entry points for the quality on offer.

Sustainable fashion solutions

Consumer-orientated marketing strategies.

Playful, distinct branded visual interior experience.

Immersive curated spaces inspired by nostalgia +

Growing global identity with localised feel.

indulgences e.g. ice-cream + fruit.

Cultural adoption and supporting other local. designers through potential collaborations.

P ’s M arketing M ix PRODUCT

PLACE

New concept store in Bikini Berlin entering German market

Germany, Berlin.

Features pieces from main House of Sunny collections

Concept store launching in Bikini Berlin, Budapester Str.

Showcase seasonal SinB lines launched in sync with HofS

Retail complex has free access rooftop garden

Collaborations with Bikini Berlin brands/designers

Overlooks Berlin Zoo

Launch event will be first of many SinB fashion events.

Overlooked by art-deco Upper - West Berlin tower. Popular place for creatives + trend-setters

PRICE

PROMOTION New social media

Accessible price range for quality of designs, sustainable

New official @HouseOfSunny Instagram account

ethos and level of manufacturing involved.

New official @ House of Sunny Pinterest account

New price points (including HofS pieces, SinB limited

Updated special features on HofS + Bikini Berlin websites

edition line + launch collaboration accessories with Lemon

Engaging consumer-centric marketing campaigns

& Pink ranges from €24 - €240 Lower entry price point than HofS due to accessories.

C ountry

C ulture C haracteristics

LANGUAGE: German spoken by 95% of the population, English second most spoken language with 56% (Oishimaya, 2018). SOCIAL INTERACTIONS • German households typically consist of the nuclear family. Family units fulfil different roles, including economic and psychological support. • Attitude and marriage traditionally are more materialistic in some areas than other places. Gender doesn’t dictate roles or family duties. Women enjoy equal rights and opportunity to choose their household dynamic contribution. Average age for women to give birth is 29.4 years old as many are choosing to establish themselves professionally in their 20s (Cultural Atlas, 2020)

AESTHETICS Germans are known for attention to efficiency and pragmatism. Though comprised of style staples like a crisp button-down and tailored trousers, this look is by all definitions “practical” yet cool. When a look is 80% outerwear, strong accessories are a must. Berlin’s street style is a strong player on the global scene. (Laplaca, 2018). Black is one of the colours you’ll see most when in Berlin. Berliners are lesser known for bright colours (Gross, 2016). VALUE SYSTEMS Germans tend to differentiate one another on the basis of social ranking. People generally pay more respect to those with expertise, evidence of a higher education and experience. Privacy + personal friendships are highly valued (Cultural Atlas, 2020).

POWER DISTANCE Germany can be considered as individualistic with a relatively high score (67) on the scale of Hofstede. Germans expect from each other to fulfil their own needs. Group work is important, but everybody has the right of their opinion and is expected to reflect those. (Clearly Cultural, (n,d.)

•

ACCESS.

A B C D P aradigm

Consumers will have ongoing online access to Sunny In Berlin via the official House of Sunny website to start + then a separate Sunny In Berlin site launching at a later point. Bikini Berlin located near Berlin Zoologischer Garten + Kurfürstendamm metro stations. Strong city links make it accessible to the immediate geographical area. Sensitive price points matched with the product quality make the brand financially accessible. •

BUYING BEHAVIOR.

Germans are eager online shoppers, with 68% of consumers buying online. (Hunstig, 2019) Consumers open to products of international companies. However, local, national and European products may be preferred. Germans relatively loyal, 60% will buy the same brand if of quality. Social networks are useful to learn/discover products. Comments left by other users can determine purchase decisions. (Santander, 2020) •

CONSUMPTION CHARACTERISTICS

Environmental awareness is common among German consumers. This is reflected in consumption, with the development of organic products, vegan, using little energy etc. (Hunstig, 2019) The German customer doesn’t use credit cards as much as we do, and prefers to pay by cash, debit card or on invoice. German online customers tend to buy 2 sizes ad return one, so the cost of this must be considered when working out profit margins. (Fashion Angel, 2020) •

DISPOSAL

Germany leads EU in recycling municipal waste. Germany’s recycling + waste management program has successfully transitioned a large portion of their electricity consumption to renewable energy,thanks to strong government policy + citizens embracing recycling. (Santander, 2020)

A natomy

P roduct / S ervice

POTENTIAL PRODUCT Future collabs support local designers + brands. Concept stores in other European fashion cities.

AUGMENTED PRODUCT Brand/store experience. The cultural experience. Pride of wearing sustainably made garments. Part of the Homies global cult following. Instagrammable/influencer, aspirational brand.

ACTUAL PRODUCT Access to limited edition Sunny In Berlin line products House of Sunny hand-selected collection pieces. Collaboratively designed accessories. Creative, statement, RTW, sustainable garments.

CORE PRODUCT Functional clothing including staples such as jeans, shirts and coats. Comfort staples with a stylish style.

COMPETITOR RIVALRY

P orter â&#x20AC;&#x2122;s

F orces M odel THREAT OF SUBSTITUTION

Out of the identified Bikini Berlin competitors, HofS is

The concept store experience will be hard to find

the only British brand, offering a unique heritage.

elsewhere. Particularly in the holistically innovative

Bikini Berlin was the first concept mall in the world, it

context of Bikini Berlin.

draws in creatives + trend-savvy customers, making

Stine Goya is a key international brand style

it a competitive place to operate fashion business.

competitor that offers visually striking products but pose limited threat in the concept store context.

SUPPLIER POWER

The sustainability element sets Sunny In Berlin apart

Sunny In Berlin will be a wholly owned retail outlet,

from other RTW brands in the area.

giving full autonomy in the context of product pricing + ability to source materials, resources, labour etc.

THREAT OF NEW ENTRY Accessible price points of the brand should help to

BUYER POWER

maintain the cult brand following the parent House

Bikini Berlin consumers are open-minded, trend

Of Sunny brand has established online.

driven and experimental, which should sway their

64.61% of Germans offer repeat custom to brands

buying powers to buy into SinB.

they love. (Koptyug, 2019)

S WOT A nalysis

for

M arket E ntry

STRENGTH

WEAKNESS

Expanding HofS with line extension & new sub-brand with USP’s

HofS hasn’t opened a fully owned outlet before on international

catered towards specific needs of German women¡¦s RTW market.

territory, there is risk involved in the operational set-up and running.

Zalando is major German stockist of HofS meaning some existing

Only 2 collections available annually, store experience will need to

brand awareness to enter the market with.

be highly engaging and involve keeping loyal customers visiting the

Aspirational brand amongst trend-setters at accessible price points

store as stock isn’t updated as frequently as other competitors.

Sustainability considered within the brand ethos

Financial risk involved in launching a new store.

Expanding into accessories via shared knowledge of collaboration Make-use of Bikini Berlin¡¦s established brand name and consumers Showcase SinB as a pioneer in creative, sustainable fashion solutions.

OPPORTUNITY

THREAT

Work with local influencers

Berlin tend to prefer more subdue colours.

Opportunity to collaborate with other Bikini Berlin brands

The market pool for Sunny In Berlin might not appeal to masses due to

Use as trial + platform to set up wholly owned outlets elsewhere

more bold, bright designs but could amount a loyal cult following

Expansion into potentially unisex designs within SinB line to appeal to

Risk of Berliners and German consumers will perceive the brand.

slightly less feminised German women’s market.

Bikini Berlin footfall can be slower than main high-street due to inno-

SinB producing a separate line in conjunction with each HofS collection

vative experience on offer within the mall.

will ensure availability of garments which fully encapsulate the German

Uncertainties surrounding the outcomes of Brexit + ongoing Covid-19

consumer market needs.

pandemic - is this the most suitable time open international stores?

S hort- T erm P lan INSTORE Bring House of Sunny into the German fashion market with the Sunny In Berlin brand concept store.

Create launch anticipation through innovative inter-city, consumer-centric marketing campaign.

Host launch event, attracting consumers/influencers.

ONLINE Create SinB sections on HofS + Bikini Berlin websites.

Create official Insta / Pinterest / FB accounts for SinB

Aim for 20k Insta followers after the first 6 months.

THE ALL NEW CONCEPT STORE AT BIKINI BERLIN > DER NEUE CONCEPT STORE BEI BIKINI BERLIN>

L aunch E vent SUNNY IN BERLIN CONCEPT STORE LAUNCH: SinB Vol 01, SS’21 Line Launch House of Sunny SS’21 hand-selected pieces Pink & Lemon Collab Launch Food catered by Kantene Special Guest Brand Influencers Live DJ Set from Janina Free drink on arrival

2021

L ong- T erm P lan INSTORE Cement Sunny In Berlin as a Bikini Berlin house-hold name. Be idolised for unique, playful store experiences Collaborate with select designers in the Pop-Up Boxesâ&#x20AC;&#x2122;, when suiting both parties needs + relevant to enhancing a SinB seasonal line.

ONLINE Steadily increase social media followings Increase consumer engagement with the brand on social media. Host city-wide digital competition for creatives to submit illustrations + designs - winners design used as store interior + shared on social media. 2 years: launch YouTube channel giving behind-the-scenes access.

Sunny In Berlin - behind the scenes SSâ&#x20AC;&#x2122;23

T imeline JAN 2021

6 MONTHS

Launch Instagram +

Ĺ&#x2019; Magazine

Pinterest pages.

Feature

Store opens.

Launch feature website pages on

1 YEAR Collaborate

Aim for

sponsored

with designers/

60k

influencer

brands in

Instagram

posts.

Pop-up boxes

followers

Launch

Aim for

event.

20k Instagram

Collab.

followers.

Bikini Berlin.

2 YEARS

Increase

Lemon & Pink

House Of Sunny +

1 Year open celebration event. Aim for 15k followers on Pinterest. Set up YouTube

Launch Guerrilla

Launch own

Street Marketing

SinB official

based team vlogging

campaign

brand website

behind the scenes access.

channel with SinB Berlin

Sunny In Berlin artwork competition. Winners designs will feature instore + social medias.

C urrent S ocial M edia

Instagram

Pinterest Facebook

H of S D igital S trengths

STRENGTHS

Offer subscription newsletter for email marketing. Strong online visuals which could be translated into physical experience. Current Insta has 206k followers + high engagement. Influencers heavily engage with/endorse the brand. Pinterest account shows collective creativity ethos. Engage with â&#x20AC;&#x2DC;Homiesâ&#x20AC;&#x2122;, by sharing their artwork. WEAKNESSES Facebook account has very low engagement. Pinterest boards are underdeveloped - not updated regularly. Failed to document London pop-up store with photographs, videos + testimonials to help promote the brand. (Berlin launch will learn have professional photographers, influencers + local cult magazines invited to document the event). Do little advertising and marketing - relies on Instagram.

W eaknesses

O ffline S trengths

W eaknesses

STRENGTHS

WEAKNESSES

Successful pop-up event in London.

Brand is largely limited in offline

Strong visual identity can be translated +

communication presence.

replicated in an interioir design context,

Donâ&#x20AC;&#x2122;t currently do collaborations.

suitable for retail spaces.

No permanent brick + mortar store,

Opportunity with Sunny In Berlin to trial

so currently no designated internation-

experiential retail + to potentially

al retail team to help set up the Sunny In

replicate its successes within parent

Berlin store + Berlin-based team.

House of Sunny brand with a permanent

Doesnâ&#x20AC;&#x2122;t have adverts or billboards

London store.

around the city.

N ew M arketing C ommunications NEW MARKETING COMMUNICATIONS OBJECTIVES:

OFFLINE OBJECTIVES: Create a conceptual space which creates a physical embodiment of the Sunny In Berlin identity + ethos. Create a playful, creative experience for consumers.

ONLINE OBJECTIVES: TO PROMOTE SUNNY IN BERLIN To share updates regarding the concept store. Use the Instagram account daily to create a Berlin ‘Homies’ cult following in Berlin and internationally. Spread awareness about any Bikini Berlin collaborations

OFFLINE CHANNELS: Guerrilla Marketing Campaigns Digital interactive billboards Magazine editorials Paid published advertisements ONLINE CHANNELS: Instagram/Pinterest/Facebook account Feature portal on House of Sunny site. Bikini Berlin social media / site publicity.

O nline M ock-up

d. OFFICIAL BRAND INSTA

PINTEREST BOARD OF BRAND COLLECTION

11.4k

INSTAGRAM @Sunny.In.Berlin Consistent artsy theme Trending hashtags: #sunnyinberlin #SlipIntoSomethingSunny PINTEREST @SunnyInBerlin Showcases official pieces Creates visual identity For our creative audience Same hashtags also used

O ffline C ommunications MOVING DIGITAL BILLBOARDS IN BERLIN METRO STATIONS

LAUNCHING SPRING 2021

ERÖFFNUNG IM FRÜHJAHR 2021

Œ M agazine F eature ... S omething

S unny

S lip I nto...

EXCLUSIVELY AT BIKINI BERLIN - EXCLUSIV BEI BIKINI BERLIN

LAUNCHING SPRING 2021- ERÖFFNUNG IM FRÜHJAHR 2021

G uerrilla S treet M arketing C ampaign Official Campaign Pinterest Board

Hashtag on Instagram shares the campaign through the autonomy or the consumers.

S lip I nto... S omething S unny #SUNNYINBERLIN

N ew C onsumer

Profile

DEMOGRAPHIC: Women 18 - 35 Years Some disposable income Live in Berlin city, urban goers. PSYCHOGRAPHIC: Career driven

INNOVATIVE COLLECTIVE IDENTITY BOSS AT WORK

Appreciates creativity Playful party girl Quirky designs, clashing prints

LIFE OF THE PARTY EDGY CHIC

Cares about sustainability SOPHISTICATED ROMANITC BUYING HABITS: Brand loyal, loves retail therapy Shop instore for experience Like to browse/research online first Influencer recommendations Buys 1-2 statement pieces monthly.

SUSTAINABLE STATEMENTS

a. d.

I nfluencer M arketing

3 Berlin affiliated Influencers will share sponsored posts endorsing pieces featured at Sunny In Berlin: @veronikaheilbrunner

@julia.dalia

@vivi_koenig

R eferences

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Gross, F. (2016) 11 Fashion Lessons You Learn When Living In Berlin. Culture Trip. [Online] [Accessed on 11th April 2020] https://theculturetrip.com/europe/ germany/articles/11-fashion-lessons-you-learn-when-living-in-berlin/

Murray, G. (2019) Cult Label House Of Sunny Has Opened Its First London Store. Refinery29. [Online] [Accessed on 2nd April 2020] https://www.refinery29.com/en-gb/house-of-sunny-pop-up-shop

Halliday, S. (2017) House of Sunny targets premium expansion with Elevated launch. 22nd February. Fashion Network. [Online] [Accessed on 8th April 2020] https://uk.fashionnetwork.com/news/House-of-sunny-targets-premium-expansion-with-elevated-launch,796313.html

Oishimaya, O, S. (2018) What Languages Are Spoken In Germany? World Atlas. [Online] [Accessed on 9th April 2020] https://www.worldatlas.com/articles/what-languages-are-spoken-in-germany.html

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Braddock, K. (2011) Berlin street style plays it cool. The Guardian. [Online] [Accessed on 9th April 2020] https://www.theguardian.com/lifeandstyle/2011/mar/15/berlin-street-style-fashion Chitrakorn, K. (2020) The new rules of guerrilla marketing in fashion. Vogue Business. [Online] [Accessed on 13th April 2020] https://www.voguebusiness.com/companies/the-new-rules-of-guerrilla-marketing-in-fashion Cichanowicz, L. (2016) The 7 Coolest Print Magazines in Berlin. Culture Trip. [Online] [Accessed on 13th April 2020] https://theculturetrip. com/europe/germany/articles/7-coolest-berlin-print-magazines/ Clearly Cultural. (n,d.) INDIVIDUALISM. [Online] [Accessed on 11th April 2020] https://clearlycultural.com/ geert-hofstede-cultural-dimensions/individualism/ Cultural Atlas. (2020) German Culture. [Online] [Accessed on 11th April 2020] https://culturalatlas.sbs.com.au/german-culture/german-culture-family#german-culture-family Dollface Magazine. (2012) Interview with Amazing Fashion Designer Sunny Williams. [Online] [Accessed on 30th March 2020] http://www.dollfacemagazine.com/2012/02/ interview-with-amazing-fashion-designer-sunny-williams/ Eggenberger, A. (2018) The Instagram It Brand You Can Buy on a Zara Budget. 16th October. Who What Wear. [Online] [Accessed on 9th April 2020] https://www.whowhatwear.co.uk/house-of-sunny Essays, UK. (2018). Modes of Entry for International Markets. [Online] [Accessed on 9th April 2020] https://www.ukessays. com/services/example-essays/business/various-modes-of-en try-for-which-an-organisation-can-internationalise-their-operations.php Fashion Angel. (2020) Fashion Angel Blog: 10 TIPS ON EXPORTING TO

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Sunny. (2018) 2020]

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(n,d.) 2020] (n,d.) 2020]

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I mage R eference L ist

@HouseofSunny. (n,d.) Instagram feed screenshot. [Online image] [Accessed on 6th April 2020] https://www.instagram.com/houseofsunny/

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agekey=!1e2!2sPKs9XGNkVOg-jwmdiLyknw&sa=X&ved=2ahUKEwjh4qqQzdjoAhURnVwKHdw4DdUQpx8wCnoECBYQCw

@julia.dalia. (n,d.). Instagram feed. Instagram. [Online image] [Accessed on 19th April 2020] https://www.instagram.com/julia.dalia/

Bikini 10th

@veronikaheilbrunner. (n,d.). Instagram feed. Instagram. [Online image] [Accessed on 19th April 2020] https://www.instagram.com/veronikaheilbrunner/

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Google Maps. (2019) House of Sunny â&#x20AC;&#x201C; Pop Up. [Online image] [Accessed on 22nd March 2020] https://www.google.com/maps/ uv?hl=en&pb=!1s0x48760590a48a0999%3A0x83acd38af2ed66af!3m1!7e115!4shttps%3A%2F%2Flh5.googleusercontent. com%2Fp%2FAF1QipPdXcLU6ci04EPuh_K4AEXOaMBqmb9ueGT84r9L%3Dw386-h320-k-no!5she%20House%20of%20Sunny%20 pop-up%20store%20opens%20at%2045%20South%20Molton%20 Street%20-%20Google%20Search!15sCAQ&imagekey=!1e10!2sAF1QipPdXcLU6ci04EPuh_K4AEXOaMBqmb9ueGT84r9L&sa=X&ved=2ahUKEwjG7cHf09ToAhXLQUEAHbrgBFkQoiowFnoECBcQBg

@vivi_koenig. (n,d.) Instagram feed. Instagram. [Online image] [Accessed on 19th April 2020] https://www.instagram.com/vivi_koenig/ Adddress. (n,d.) cessed on 12th

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ASOS. (2018) One of our top brands, now in menswear. Milled. [Online image] [Accessed on 8th April 2020] https://milled.com/ASOS/ one-of-our-top-brands-now-in-menswear-7KZrnFJDe_NTOOzD ASOS. (n,d.) ASOS WHITE high neck open back top in abstract splodge print. [Online image] [Accessed on 8th April 2020] https://www.asos.com/asoswhite/asos-white-high-neck-open-back-top-in-abstract-splodge-print/ prd/13853706?clr=&colourWayId=16571593&SearchQuery=&cid=11761

Berlin. (n,d.) KANTINI. [Online image] [Accessed on April 2020] https://www.bikiniberlin.de/en/kantini/

Bridgland, J. (2019) NEW NOISE: TERTIA MAY new noise tertia may wonderland. [Online image] [Accessed on 2nd April 2020] https://www. wonderlandmagazine.com/2019/06/14/tertia-may-new-noise/# Chung, A. (2019) Alexa Chung Banana. Tumblr. [Online image] [Accessed on 14th April 2020] https://alexachung.tumblr.com/post/9836463947 Cochrane, J.C. (2016) 12 healthy foods that look like the body part theyâ&#x20AC;&#x2122;re good for. Healthista. [Online image] [Accessed on 14th April 2020] https://www.healthista.com/ fruit-and-veg-that-look-like-the-body-part-theyre-good-for/ Est2020. (n,d.) est2020.berlin quality & sustainability. [Online image] [Accessed on 12th April 2020] https://est2020.berlin/

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Barnett, D. (n,d.) On Our Radar...Berlin-based Influencers. Fashion Monitor. [Online images] [Accessed on 19th April 2020] https://www. fashionmonitor.com/blog/sH/on-our-radar-berlin-based-influencers

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House of Coco. (2018) GIRL BOSSES OF GREAT BRITAIN: TALKING FEMINISM AND JEWELLERY WITH ELINA FARSCHOU OF PHINE. [Online image] [Accessed on 2nd April 2020] https://houseofcoco.net/girl-bosses-of-greatbritain-talking-feminism-and-jewellery-with-elina-farschou-of-phine/

ASOS. (n,d.) ASOS WHITE jacquard satin long sleeve maxi dress. [Online image] [Accessed on 8th April 2020] https://www.asos.com/ asos-white/asos-white-jacquard-satin-long-sleeve-maxi-dress/ prd/13200910?clr=&colourWayId=16532784&SearchQuery=&cid=11761

Baum und Pferdgarten. (n,d. ) @leoniehanne is our ray of sunshine in #BaumnxMytheresa exclusives @mytheresa.com. Instagram. [Online image] [Accessed on 8th April 2020] https://www.instagram.com/p/B-RR0_dHnFN/ Bikini 10th

Berlin. (n,d.) ARTISTS. April 2020]

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German Interior. (n,d.) BLUTSGESCHWISTERto stir up fashion monotony. [Online image] [Accessed on 12th April 2020] https://www.germaninterior.com/Hersteller?uid=131 Google Maps. (2019) 6 Somerford Grove London, England. [Online image] [Accessed on 5th April 2020] https://www.google.com/ maps/uv?hl=en&pb=!1s0x48761c8b0e8cb4a5%3A0x17ca3648174ea7e2!3m1!7e115!4s%2Fmaps%2Fplace%2Fhouse%2Bof%2Bsunny%2Bhead%2Boffice%2F%4051.5536807%2C-0.0730183%2C3a%2C75y%2C164.74h%2C90t%2Fdata%3D*213m4*211e1*213m2*211sPKs9XGNkVOg-jwmdiLyknw*212e0*214m2*213m1*211s0x48761c8b0e8cb4a5%3A0x17ca 3648174ea7e2%3Fsa%3DX%26hl%3Den-GB!5shouse%20of%20 sunny%20head%20office%20-%20Google%20Search!15sCAQ&im-

House of Sunny. (2016) House of Sunny Pop-Up Store Launch Event Image. Facebook. [Online image] [Accessed on 2nd April 2020] https://www.facebook.com/photo/?fbid=1604088716283529&set=gm.194326121017363 House of Sunny. (2019) ð&#x;&#x2019;&#x2122;ð&#x;¦&#x2039;HERITAGE DIAMOND KNIT w/ REMOVABLE SLEEVESð&#x;&#x2019;&#x2122;ð&#x;¦&#x2039;. Depop. [Online image] [Accessed on 22nd March 2020] https://www.depop.com/products/houseofsunny-heritage-diamond-knit-w-removable-2/ House of Sunny. (2019) GRASS GREEN, WELCOME TO THE GOODLIFE ð&#x;¥¬| Drop 1 is live online. Instagram. [Online image] [Accessed on 22nd March 2020] https://www.instagram.com/p/ BtQgdXjBaUB/?utm_source=ig_share_sheet&igshid=4djowfjs31yl House of Sunny. (2019) House of Sunny Pop-Up Store Launch. Face-

book. [Online image] [Accessed on 2nd April 2020] https://www.facebook.com/photo/?fbid=1604088716283529&set=gm.194326121017363 House of Sunny. (2019) New In. [Online images] [Accessed on 2nd April 2020] https://www.houseofsunny.co.uk/new-in?page=2 House of Sunny. (2019) Sustainable Sector. [Website Screengrab] [Accessed on 2nd April 2020] https://www.houseofsunny.co.uk/sustainable-sector House of on 1st

Sunny. (2020) A April 2020]

i a. [Online image] [Accessed https://www.houseofsunny.co.uk/asia

House of Sunny. (2020) A u s t r a l a s i a. [Online image] [Accessed on 1st April 2020] https://www.houseofsunny.co.uk/australasia House of Sunny. (2020) C a r i b b e a n. [Online image] [Accessed on 1st April 2020] https://www.houseofsunny.co.uk/copy-of-australasia House of Sunny. (2020) E u r o p e. [Online image] [Accessed on 1st April 2020] https://www.houseofsunny.co.uk/europe House of Sunny. (2020) M I D D L E E A S T. [Online image] [Accessed on 1st April 2020] https://www.houseofsunny.co.uk/middle-east House of Sunny. (2020) N o r t h A m e r i c a. [Online image] [Accessed on 1st April 2020] https://www.houseofsunny.co.uk/north-america House of Sunny. (2020) Shop IRL Worldwide. [Online image] [Accessed on 1st April 2020] https://www.houseofsunny.co.uk/find-our-staples-1 House of Sunny. (2020) TINY DAY TRIPPER. Instagram. [Online image] [Accessed on 15th April 2020] https://www.instagram.com/p/B-mIWC0lwFC/ House of Sunny. (2020) We love seeing all your beautiful art! #ThankyouHomies. Facebook. [Online image] [Accessed on 15th April 2020] https:// www.facebook.com/HouseOfSunny/posts/4276909592334748?__xts__ [0]=68.ARBZCGnTG9W3BWLSpKmqOQM5TfMgQdZeBHGSNo8ytRzJLS4MZeGLBeTYaflWZ2YjyqbWmkQ33CvAj7eJXxGAu7mHWyn-Zhy3C0WMrI8tOfISd5T1r-eP-Ud8nqh4SRTtpYN6mrW3yk9VlwuYyR5saB7PAQz_Tk1Lvq_MVDmJoMzmHlH2Ii6WGKnfWV_6waD0PX-2w79bQyv4VKLhnegokPG2QZzTKpq35kcRKcRXPCNA2CSvHytOFzMHMOZafx19ezSAm6aJca8HwruxxV2KcBbFAspba2jTyBQwvvL1pMbgJP5XZfbdRQBRuvoj7h6nogtcCny51VHbaOnuCXz2Q1Mw4Q&__tn__=-R House of Sunny. (n,d.) Facebook feed screen shot. [Online image] [Accessed on 6th April 2020] https://www.facebook.com/HouseOfSunny/ House of Sunny. (n,d.) House of Sunny Logo. LinkedIn. [Online image] [Accessed on 22nd March 2020] https://uk.linkedin.com/in/house-of-sunny-2ba18b45

House of Sunny. (n,d.) Pinterest Board feed screenshot. [Online image] [Accessed on 6th April 2020] https://www.pinterest.co.uk/houseofsunny/boards/ House of Sunny. (n,d.) Pinterest Pins feed screenshot. [Online image] [Accessed on 6th April 2020] https://www.pinterest.co.uk/houseofsunny/pins/ Inditex S.A. (2019) Zara wordmark. Wikimedia Commons. [Online image] [Accessed on 8th April 2020] https://commons.wikimedia.org/wiki/File:Zara_Logo.svg Jeeij Berlin. line image]

(n,d.) Jeeij Berlin [Accessed on 12th

website homepage. [OnApril 2020] https://jeeij.de/

Jelonek, M. (2019) Fallâ&#x20AC;&#x2122;s Hottest Fashion Trends and How to Wear Them: PUFFY SLEEVES. Redbook. [Online image] [Accessed on 18th April 2020] https://www.redbookmag.com/ fashion/g28818030/falls-hottest-fashion-trends/?slide=2 Jepsen, S. (2019) The best street style from Berlin Fashion Week autumn/winter â&#x20AC;&#x2DC;19/â&#x20AC;&#x2122;20. Vogue: Australia. [Online image] [Accessed on 13th April 2020] https://www.vogue.com.au/ fashion/street-style/the-best-street-style-from-berlin-fashion-week-autumnwinter-1819/image-gallery/0f81c6a1f692fdc7283d89e01d30450b Juco. (2015) Bon Apetit Pool Party Editorial. Daily Curation. [Online images] [Accessed on 2nd April 2020] https:// trendland.com/bon-apetit-pool-party-editorial/ Lemon & Pink. (2018) Lemonandpink Facebook profile picture. Facebook. [Online image] [Accessed on 12th April 2020] https://www.facebook.com/1892084050865579/phot o s / a . 1 8 9 2 0 8 4 2 1 4 1 9 8 8 9 6 / 1 8 9 2 0 8 5 0 5 0 8 6 5 4 79/ ?type= 1&theater LemonandPinkBerlin. (n,d.) Large Minimalist ring silver colored, rhodium-plated brass. Adjustable. Matte and shiny surface! Beautiful look. Etsy. [Online images] [Accessed on 13th April 2020] https://www.etsy.com/listing/630692204/large-minimalist-ring-silver-colored?ref=shop_home_active_56&frs=1 LemonandPinkBerlin. (n,d.) Silver ring with green stone! Adjustable, silver-plated brass. More bright colors to choose from! Etsy. [Online image] [Accessed on 13th April 2020] https://www.etsy.com/uk/listing/786687711/ silver-ring-with-green-stone-adjustable?ref=shop_home_active_12 Moody, K. (2019) banana smile. VIVA. [Online image] [Accessed on 14th April 2020] https://vivamanchester.co.uk/you-are-what-you-eat/banana-smile/

House of Sunny. (n,d.) House of Sunny Twitter Profile Image. Twitter. [Online image] [Accessed on 22nd March 2020] https://twitter.com/HouseOfSunny/photo House of Sunny. (n,d.) https://www.houseofsunny.co.uk/product-page/knitted-polo-knit. [Online image] [Accessed on 3rd April 2020] https://www.houseofsunny.co.uk/fullscreenpage/comp-jd5wg0jo/be257be7-2331-4dea-bffc-5b4d95afcfc0/1/%3Fi%3D1%26p%3Du9cjd%26s%3Dstyle-jdeputxe

Neon Hope. (2019) Neon Hope updated their cover photo. Facebook. [Online image] [Accessed on 2nd April 2020] https://www.facebook.com/shopneonhope/photos /p.663212947535623/663212947535623/?type=1&theater

House of Sunny. (n,d.) NEWSLETTER. [Online image] [Accessed on 15th April 2020] https://www.houseofsunny.co.uk/signup

Ord, C. (2019) Couple Who Bought $120,000 Banana Duct-Taped to Wall Are Aware of Artworkâ&#x20AC;&#x2122;s â&#x20AC;&#x2DC;Blatant Absurdityâ&#x20AC;&#x2122;. MSN. [Online image]

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[Accessed on 14th April 2020] https://www.msn.com/en-us/lifestyle/ lifestyle-buzz/couple-who-bought-120-000-banana-duct-taped-to-wallare-aware-of-artwork-s-blatant-absurdity/ar-BBY1LG9?ocid=msn360 Phine. cessed

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