Fatface by Becky Green

Rebecca Green N0739091 Word Count: 3,248

CONTENTS INTRODUCTION

METHODOLOGY

WHERE IS FATFACE CURRENTLY? THE STORY MARKET HEALTH BRAND HEALTH PESTLE ANALYSIS PESTLE CONCLUSIONS COMPETITOR ANALYSIS - UK COMPETITIVE MAP - UK SWOT ANALYSIS - UK SWOT ANALYSIS CONCLUSIONS

8 10 12 13 15 22 24 25 26 27

WHERE SHOULD FATFACE GO? BRAND AWARENESS US BRAND VISION BRAND ESSENCE BRAND POSITIONING THE CONSUMER PEN PORTRAIT COMPETITOR ANALYSIS - US COMPETITIVE MAP- US SWOT ANALYSIS - US SWOT ANALYSIS CONCLUSIONS ANSOFF MATRIX ANSOFF MATRIX CONCLUSIONS

30 32 34 35 39 40 43 44 45 46 47 48 49

HOW WILL FATFACE GET THERE? US MARKET OPTIMISATION RECOMMENDATIONS 1ST RECOMMENDATION 2ND RECOMMENDATION 3RD RECOMMENDATION TIMELINE OF EVENTS

52 54 55 57 65 71 82

KEY CONCLUSIONS

REFERENCES BIBLIOGRAPHY IMAGE REFERENCES APPENDIX ETHICS CLAUSE

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INTRODUCTION The objective of this report is to analyse the current health of the brand, ‘FatFace’ in the UK market and to research the US market to find ways to augment the brand’s performance in America. This report will include an analysis of the brand’s current performance and various models to identify threats and opportunities for the company. This report will conclude with an integrated marketing communications strategy to optimise FatFace’s performance within the US market.

METHODOLOGY Secondary research was completed in order to achieve a comprehensive understanding of the current performance of the UK and US clothing market, the brandâ&#x20AC;&#x2122;s performance, and to outline any threats and opportunities for the brand in the USA. This research included reading reports, online articles and websites to give us the necessary information to ultimately inform the recommendations made for the brand. To evaluate the current success of the market and the brand in both the UK and US market, primary research was executed. Two separate questionnaires were sent around social media platforms in both the UK and the US to highlight the differences between UK and US consumer behaviour and current perceptions of FatFace. 89 responses were collected from the UK and 19 valuable responses were collected from the US. Research was executed in New York City to observe US consumers, and evaluate the city as a destination for a possible live event.

WHERE IS FATFACE CURRENTLY? 9

THE STORY

The FatFace story began when 2 normal guys were living it up on the ski slopes in the French Alps in the year 1988. Whilst trying to avoid working for a living, their money was soon running low thus, a plan was born.

They began selling printed t-shirts and sweatshirts at night to fund their daytime skiing, and with that, the brand was born. 25 years later, the same creative and fun spirit lies at the core of the business to carry on the FatFace story.

MARKET HEALTH Clothing Market ‘The way consumers shop for fashion is changing and their expectations are continuing to rise. In a tougher clothing marker, it has become even more important for retailers to focus on standing out from the competition through a combination of better products, frequently changing collections, interesting stores, a seamless online experience and excellent customer service.’ (Mintel, 2017)

Consumer spending on clothing is expected to grow by 3.1% in 2017 to reach £57.7 billion, despite an uncertain economic environment (Mintel, 2017) ‘The US Fashion Apparel market revenue is estimated to grow 11.3% in 2018, down from 12.07% in 2017’ (Statista, 2018). Innovative clothing retailers in the UK are out performing others; Uniqlo has seen the strongest growth due to their innovative approach to fashion. Brands like Ted Baker, The White Company and SuperGroup have adapted to the changing demands of consumers and have consequently differentiated themselves into strong lifestyle brands, thus outperforming brands like Matalan, the Arcadia Group and New Look. FatFace falls under a lifestyle clothing brand and therefore has outperformed stores like River Island. Female shoppers between 25-45 are also beginning to prefer ‘seasonless’ collections, that are part of an ‘anti-fast fashion’ trend within the womenswear market. Consumers are favouring a capsule wardrobe containing a limited number of high quality items, exactly the kind that FatFace offers.

‘The Womenswear market is facing challenging times, with many of the major players in the market seeing weaker sales growth. In a more competitive retail environment, retailers must make sure they have a compelling product offer and a real understanding of what their customers want. Retailers can no longer get by with being average but need to do more to differentiate themselves.’ (Mintel, 2018)

BRAND HEALTH Current Performance Currently operating in over 225 locations across the world, FatFace has over 220 stores across the UK, Ireland and the USA. The total number of stores in the USA currently stands at 9, with plans for more. Retail sales grew by 1.0% between 2016 to 2017, from £219.2m to £221.4m. Investment in the business also continued with a capital expenditure of £9.6m (2016: £10.1m) (FatFace Group Limited, 2017). This investment was focused mainly on their new distribution centre and opening 10 new stores across the UK & US.

FatFace currently has a market share of 0.6% in the UK Clothing Market. FatFace continues to grow as a company, projecting a promising future; FatFace’s revenue grew by 2.4% in 2017. With the womenswear market having grown by 3.2% and the clothing market having grown by 3.1% in 2017, FatFace in comparison are growing at a considerably slower rate. This could be due to the growing demand for innovative clothing, which brands like Uniqlo are currently offering. To keep up with the market growth, FatFace should evaluate their current product offerings and designs, and consequently adapt and modify their garments to this trend. This could see the company’s revenue grow at a higher rate and improve consumers’ perception of the brand against their competitors.

BRAND HEALTH Brand Awareness

The brand awareness of the FatFace Group Limited grew, as the number of website visits grew from 19.6 million in 2016, to 21.8 million in 2017, thus assisting the growth of ecommerce.

Are you aware of FatFace?

The brand awareness of the FatFace Group Limited grew, as the number of website visits grew from 19.6 million in 2016, to 21.8 million in 2017, thus assisting the growth of ecommerce. In the UK, only 10% of questionnaire respondents said that they had never heard of the brand before. 37% said that they had been in a FatFace store, 13% had said they had purchased something from FatFace, and 35% said that they were aware of the brand. This ascertains that currently in the UK the brand awareness of FatFace is substantial, however to grow this to ensure more consumers are actually visiting stores and purchasing from FatFace, marketing strategies will need to be affirmed.

MACRO ENVIRONMENT:

PESTLE ANALYSIS In order for FatFace to maintain operating smoothly, the brand should consider political, economic, social, technological, legal and environmental factors that could influence the success of the business.

Political: Global political affairs impact the distribution and operations of retail companies, making it essential to have a good understanding and awareness of changes in government and the decisions that they make. • With global political affairs happening all over the world like conflicts, terrorism and financial instability, there are major disruptions to the supply chain. • FatFace has built strong relationships with their suppliers, some of which were created over 10 years ago. They source their products from ‘over 150 trusted and well integrated sourcing partners from over 10 countries globally’ (FatFace Group Limited, 2017), therefore if any political affairs were to disrupt FatFace’s supply chain, they have a variety of suppliers that they have strong enough relationships with which would enable them to combat any issues which may occur. • With new president Donald Trump in the White House, new laws and regulations for businesses operating in the US could be introduced. This could potentially make it difficult for FatFace to mirror the way in which the company is currently operating in the UK.

Economical: Economic factors and changes have an influence on the amount of disposable income and consequently the demand for products.

• Since the UK voted to leave the EU, consequently leading to a weakening of the GBP, consumer confidence, duty tariffs paid, and the financial environment has been impacted. In order to monitor effects of this, the FatFace management team are, ‘closely monitoring impacts on consumer confidence, foreign exchange, inflationary pressure, workforce availability and regulatory changes.’ (FatFace Group Limited, 2017) • Unemployment rates in the US are at an all-time low. As the ‘jobless rate in April fell to 3.9 percent’ (Kitroeff, 2018), the amount of US consumers with an income to spend, is growing. • With more people earning money in the US, it means that there are now more potential US consumers for FatFace to target.

Social: It is increasingly important for businesses to understand the demographic of the market and environments in which they operate, in order to adapt and improve products and their marketing accordingly.

• Consumers are becoming more aware of looking after their physical shape and living a healthier lifestyle in both the UK and the US. Between 2010 to 2016, the amount of people engaging in exercise per day grew by 2% in the US (Statistia, 2016), and in the UK the ‘usage of private health and fitness clubs looks static at 12% but there has been an increase of 0.4% since 2015.’ (Mintel, 2017)

• FatFace has potential to be successful in both the UK and the US, with there being a big push on living healthier and active lifestyles in both countries. With FatFace being well associated with the outdoors and outerwear, consumers may become more interested in the company’s product offering, with the drive on living a more active life.

Technological: With ever developing technology it is important for businesses to keep up with these advances in order to retain customers and attract new ones.

• With Baby Boomers, Millenials and Generation Z, becoming more involved with social media and e-commerce in both the UK and US, they are subject to checking their smartphone frequently. In the US, 47% of 30-49 year olds said they check their phones a few times per hour and 51% of 18-29 year olds said they also checked their smartphones that often too. (Ritcher, 2015) • FatFace’s average consumer is a 41-year-old female, who would fall under the Baby Boomer generation. Just under half of this generation in the US said they check their phone a few times per hour, meaning that this would be an ideal form of advertisement and communication for the brand in the US. There are a variety of different platforms that can be accessed through a smartphone, which the brand could advertise through, being email, social media, and texting. Moreover, if the brand invested in internet ‘cookies,’ it would give FatFace greater exposure to new and existing consumers online thus allowing them to gain more information from their consumers too.

Legal: All businesses need to follow the legislation put in place by governments of the countries in which they operate.

â&#x20AC;˘ As a company operating in the UK and the USA, they have to adhere to many different laws and government requirements, for example; employee discrimination, minimum wage and health and safety laws. Legislations can be quite costly to follow but are essential. If companies receive bad publicity for broken rules or negative relationships with the government, sales could fall dramatically, and penalties could be put in place against these companies. â&#x20AC;˘ Breeches of health and safety laws and regulations can result in costly fines for a business, furthermore it would also damage the existing reputation of a company. â&#x20AC;˘ FatFace have stated that in order to follow laws and meet requirements their policies and procedures are reviewed and audited regularly to ensure health and safety management is robust and up to date. (FatFace Group Limited, 2017)

Environmental: Companies, particularly clothing and fashion companies, need to consider the impact their manufacturing and selling process has on the environment. • With consumers and the government becoming more and more aware of the current and future state of the environment, it is essential for clothing companies in particular to have a respectable reputation for their strategy of avoiding damage to the Earth. • FatFace consumers should be made more aware that the company has a ‘360’ sustainability programme in place to protect the environment. This is especially important for a brand like FatFace who targets consumers who enjoy being outdoors. The company states, ‘our ‘360’ Sustainability Strategy helps us to make conscious decisions that have a positive impact on the natural environment, people and local communities where we trade. The plan forms a core part of our business and seeks to ensure that we continue to grow in a socially and environmentally conscious manner.’ (FatFace Group Limited, 2017)

PESTLE CONCLUSIONS • With FatFace newly starting up in the US, they should monitor any new legislations that could potentially be bought in by President Donald Trump. • FatFace should also observe any changes within the economic climate, especially in the UK after voting to leave the EU. • FatFace need to consider social changes that may affect the success of the business. However, with the macro trend of people wanting to live a healthy lifestyle, FatFace could see an increase in sales, due to people wanting clothing that is associated with their active lifestyle and hobbies, and can be worn to outdoors. • The company should also monitor their frequency of posting online and updating their website as a growing number of consumers are preferring to shop on the internet and through social media • Legal changes can have big effects on companies such as new general data protection laws and health and safety laws being brought in, and therefore to avoid any unnecessary costs and the risk of a bad company reputation, FatFace should always review any changes both in the UK and the US. • Furthermore, to also avoid damaging their reputation, the company should publicise their ‘360 sustainability programme,’ to ensure their consumers are aware of the precautions the brand is taking to evade damaging the environment, and support communities that are local to where they trade.

COMPETITOR ANALYSIS UK Within the UK clothing market, there are many brands that offer a variety of clothing styles. FatFace offers a range of womenswear, menswear and kidswear that is, â&#x20AC;&#x2DC;distinctively casual, made using high quality materials and built to last.â&#x20AC;&#x2122; (FatFace, 2018) The brand is not necessarily perceived to follow the newest fashion trends, however they still offer a stylish range of garments for all ages. Brands like White Stuff, Boden and Joules in the UK offer a very similar classic style and quality of clothing at the same price point. These brands aim themselves at the same group of target consumers, focusing on the British element of the brand. There are also competitors like Animal and Jack Wills who offer the same quality of clothing at a similar price point, however are more fashion lead and aim themselves at a younger demographic.

COMPETITIVE MAP - UK

SWOT ANALYSIS UK Before FatFace explore the US market further, they need to identify their strengths, weaknesses, opportunities and threats in the UK market first.

STRENGTHS

WEAKNESSES

• FatFace has a reputation as an authentic British brand and therefore could potentially use this in the USA to create a strong brand image and USP.

• FatFace do not have an App but with 73% of their website visits being accessed through mobile devices it would be worthwhile investing in one.

• They have clearly established a target market.

• FatFace lack innovation within their product range, most of their core staple items do not change significantly year after year, which could result in a loss of consumer interest and a decrease in market share.

• FatFace have committed themselves to a successful sustainability programme, ‘360 sustainability plan,’ to ensure their company has a positive reputation and impact on the environment, the people and communities that work for their company.

• With most of FatFace’s products resisting current fashion trends, they will not appeal to the vast majority of the younger market, who seek an up-to-date style.

• This year they have added 7 new full priced stores in the UK, (2016: 10) (FatFace Group Limited, 2017) • FatFace offer 10% student discount, and 10% military discount. They have a dedicated blog on their website, ensuring that they are interacting with their consumers and building brand loyalty.

OPPORTUNITIES

THREATS

• FatFace could expand their product range to meet the needs of the younger market, repositioning themselves to be a more fashionable clothing brand.

• Competitors like ‘White Stuff’ and ‘Boden’ have a very similar product offering and brand story, meaning that FatFace are losing their USP and consumers are beginning to shop at other stores offering a similar product.

• Expanding their concession offering in both the UK and the USA. Currently FatFace are partnered with John Lewis, Next and Amazon in the UK (FatFace Group Limited, 2017). The company could better their current offering by having more of a physical appearance in the Next and John Lewis stores. • Launching an App would make it easier and more enjoyable for consumers to shop at FatFace on their mobile devices. This would prove beneficial to both UK and USA consumers.

• The economic environment for those in the UK may be impacted negatively due to the UK voting to leave the European Union. This could lead to poor consumer confidence, impacting the way they are spending their disposable income. As the cost of living has increased, consumers are likely to cut back on optional shopping areas like clothing, making the future uncertain for clothing companies like FatFace. • The supply chain for FatFace is predominantly based overseas with substantial creditors denominated in US dollars and Euros, exposing the business to threats of exchange rate fluctuations which could have a significant impact on margins. • With political affairs occurring all over the world, the supply chain for FatFace could be disrupted as their suppliers are mostly based overseas, making it difficult for the company to operate smoothly.

SWOT ANALYSIS CONCLUSIONS - UK FatFace have a very strong brand identity in the UK, and have recognised their target consumer, meaning they know how to satisfy their consumersâ&#x20AC;&#x2122; needs and wants, this is a valuable strength of the company. A significant weakness of the brand is that they lack innovation within their product styles, meaning that already loyal consumers could lose interest in the brand, and new consumers will choose to shop at more innovative shops like Uniqlo and Zara. To ensure that they uphold their success, expanding and developing their existing product range would prove to be beneficial to the brand as this would be an opportunity to attract more consumers, including those of younger generations. To mitigate the biggest threat to the company, being their competition, FatFace should consider their product offering, and involving well-known brand ambassadors with the brand. This is to ensure that they are differentiated from competitors like White Stuff and sustain their unique brand image and identity.

WHERE SHOULD FATFACE GO? 31

BRAND AWARENESS: US Questionnaire results proved that the current brand awareness of FatFace in the United States, is low.

Are you aware of FatFace?

68% of the respondents had never heard of the brand before. This advises that FatFace lack promotion and communication within the US market: should the brand increase this, they would gain a higher brand awareness, and exposure. Only 1 respondent had physically visited a FatFace store in the US. This indicates that FatFace should improve the accessibility of their stores, for example; by relocating some of their shops to more central and commercial areas of the US.

BRAND VISION FatFace live by their simplistic vision that,

FatFace aims to inspire their customers and employees to embrace life and pursue new adventures and experiences. This ethos influences their business from their customer service, right through to the store layout and marketing. Whether their customers shop in their small holiday village stores, on a busy highstreet or on their website, FatFace intend for their customers to love every single aspect of the brand, from the product that they offer, to the shopping experience in store. They want their customers to feel that the company is passionate about them and understand their desires and needs. FatFaceâ&#x20AC;&#x2122;s company vision is to be an inclusive, loyal brand that their consumers can rely upon for exceptional value and quality and can trust for a pleasurable shopping experience.

BRAND ESSENCE FatFace has a passion for their customers, they are at the heart and soul of the brand and everything they do. FatFace aims to deliver a fantastic experience wherever and whenever the customer engages with their brand, from inspiring them with the outdoors and influence them to try new things, to going above and beyond to deliver a memorable service in store and online.

We also understand the importance of engaged employees who really live and breathe these values, actively encouraging a culture that promotes teamwork, involvement and empowerment at all levels of the company. (FatFace, 2018)

FatFace aspires to deliver a trusted quality of products that are built to last. Their considered style intends to convey a unique handwriting and pay attention to detail, to create something of great value. FatFace offers a trusted price that is accessible and competitively positioned.

BRAND POSITIONING FatFace are now one of the UKâ&#x20AC;&#x2122;s most recognised multi-channel retailers, who stock a vast range of womenswear, menswear, childrenswear, footwear and accessories, all designed in-house at their headquarters in Havant, Hampshire.

Their stores are located in small market towns, holiday locations and resorts, and popular high street shopping centres.

The benefit of choosing to shop with FatFace is that not only can their consumers look good when wearing their clothing, they can feel good too, knowing that FatFace have sourced their fabrics ethically and commit themselves to protecting the environment, their people and communities.

THE CONSUMER 40

THE CONSUMER FatFace have a loyal customer base and a reach a broad audience. The FatFace consumer is one that is primarily family orientated. They are a person who thrives from an active, outdoor lifestyle, who are attracted to FatFace clothing for its purpose and durability. Their consumers share FatFaceâ&#x20AC;&#x2122;s positive attitude to life.

The FatFace customer loves to embrace life outside 9-5 and in their spare time they travel, read, keep fit, listen to music, walk and socialise with friends. (FatFace, 2018)

WHO ARE THE US FATFACE CONSUMERS? DEMOGRAPHIC VARIABLES: • The average age of their consumer is 41, with 70% of them being female, and 30% being male. • Their consumers typically have a relatively high disposable income, meaning they can purchase high quality clothing at slightly higher price points. • Characteristically, their customer is usually settled down, with 78% of them being married, or living with a partner. • More than 40% of their consumers have children of their own under the age of 16.

GEOGRAPHIC VARIABLES: • The current FatFace consumers live along the East Coast of America. FatFace’s current US stores are situated in Vermont, Massachusetts, Rhode Island, and Maine. Vermont state is particularly popular for its skiing slopes and hiking trails, ideal for the typical FatFace consumer. Rhode Island and Maine are both known for their sandy shores and rocky coastlines, perfect for the surfing and sailing enthusiasts. Massachusetts is known for its capital city Boston, ‘home to an estimated 667,137 people, with the greater Boston area being home to an estimated 4.7 million people, making it the 10th largest metropolitan area in the United States.’ (World Population Review, 2017)

PSYCHOGRAPHIC VARIABLES: • FatFace customers prefer a higher quality of clothing that is designed with purpose and built to last. • They live an active lifestyle. In their life outside of the 9 to 5, they enjoy travelling, reading, keeping fit, long walks and socialising with friends. They take a ‘no holds barred’ approach and enjoy living life to the full, with their family and friends surrounding them.

COMPETITOR ANALYSIS US

FatFace, being a quality, practical but stylish clothing brand, has many competitors in the US apparel market. The company’s main competitors are; The Black Dog, Life Is Good, Vineyard Vines, O’Neill, Abercrombie & Fitch and Hollister. These brands offer a similar style of clothing, however target their clothing at different aged consumers using different levels of fashion forward styles. For example, The Black Dog can be compared to UK brands like Matalan and Joules, opting for a more classic style, aimed at a slightly older demographic. Life Is Good and Vineyard Vines are the closet competitors to FatFace, offering a similar style of clothing at a similar demographic, meaning that for FatFace to be successful in the US they will need a strong USP and brand identity in order to compete. Brands like Hollister and Abercrombie & Fitch offer a more fashionable range of clothing, aimed at a younger demographic, however they offer similar staple items of a seasonless style, similar to that of FatFace. A feature that FatFace has that is different to any of these brands, is the authentic British style, that US consumers ‘are willing to pay up to 9% higher for’ (The Manufacturer, 2018)

COMPETITIVE MAP - US

SWOT ANALYSIS: US Before FatFace explore the US market further, they need to identify their strengths, weaknesses, opportunities and threats within the market first.

STRENGTHS • FatFace has a strong reputation as a respectable British brand and have therefore acquired a strong brand image. • They have clearly established a target market; this is one of their biggest strengths as they know exactly how to meet their consumers wants and needs. • FatFace has committed themselves to a successful sustainability programme, ‘360 sustainability plan,’ to ensure their company only has a positive reputation and impact on the environment and the people and communities that work for their company. Again, this is another big strength for the brand as consumers are becoming increasingly aware of the environment and how to care for it. • FatFace have successfully launched a total of 9 stores in the USA along the east coast • They have established a dedicated website and Facebook page so that US consumers have a more personal and straight forward shopping experience.

OPPORTUNITIES • Opening more physical stores in the US to encourage more consumers. Opening stores in more tourist locations of the USA would increase the brand awareness of FatFace. Tourists from all over the country and worldwide would have access to the stores when visiting. • FatFace could begin partnering with major US websites and department stores like Nordstrom and Bloomingdales. • FatFace should advertise and interact with their US consumers to grow their current brand awareness. Launching a pop-up shop in a central location or hosting a PR event would make consumers more aware of the brand and inform them what FatFace is about. This is a big opportunity for the brand, as there is no commitment with a pop-up shop unlike with a stand-alone store, and a popup store can tour the country, raising the brand awareness in different geographical areas. • Launching an App would make it easier and more enjoyable for consumers to shop at FatFace on their mobile devices. This would prove beneficial to both UK and USA consumers. This would be costly to do, and therefore isn’t the biggest opportunity for the brand yet. Consequently they should establish greater brand awareness in the US before launching the App.

WEAKNESSES • With the company only having 9 stores in the USA along the East Coast, they are missing out a significant proportion of the US market. Although they have chosen this area because of the climates being similar to that of the UK, it is also a big weakness for the brand as lots of consumers will only buy from stores that are easily accessible for them so that they can try on the clothing and have a physical shopping experience. • The company has a lack in brand awareness in the USA. Many people have never heard of the brand and have never seen a FatFace store before. • FatFace lack innovation within their product range, most of their core staple items do not change significantly year after year, which could result in a loss of consumer interest. • FatFace has more partnerships with UK brands, than US. The only brand partnership available to US consumers is Amazon.

THREATS • Competitors in the US, for example, ‘Life Is Good’ and ‘Vineyard Vines’ have a greater brand awareness and would maintain customers that could potentially shop at FatFace should they acquire effective exposure. This is the biggest threat to FatFace in the US, as all of these brands have higher awareness in the US. • With political affairs occurring all over the world, the overseas supply chain for FatFace could be disrupted, making it difficult for the company to operate smoothly. • With President Donald Trump in the White House, new legislation (laws and regulations) for businesses operating in the US could be introduced, thus potentially making it difficult for the company to mirror the way in which the company is used to operating in the UK. More time and money is needed in order to adapt and work with any potential changes. This is a mild threat for the US retail industry however, some of the president’s decisions can be unpredictable therefore FatFace should keep aware for new changes at all times.

SWOT ANALYSIS CONCLUSIONS - US It is evident that FatFaceâ&#x20AC;&#x2122;s biggest strength as a company is their established target market. The brand knows how to market their products to their chosen audience and understand what their consumers want from the brand. However, the biggest weakness of the brand is their lack of awareness in the US. FatFace is in tough competition against the threat of their US competitors who have already gained consumer loyalty, and brand awareness. Therefore, a vital opportunity for FatFace is to grow their brand awareness, using different marketing tools and strategies, for example creating a pop-up shop to travel around popular destinations in America.

ANSOFF MATRIX

NEW MARKETS

EXISTING MARKETS

An Ansoff Matrix was completed in order to identify growth strategies that FatFace can utilise to optimise their presence within the US market.

EXISTING PRODUCTS

NEW PRODUCTS

MARKET PENETRATION

PRODUCT DEVELOPMENT

• FatFace could use advertisements to grow their company in the USA. In a generation where consumers are skipping through TV advertisements, FatFace will need to consider how effective their current use of social media is. FatFace could begin utilising Facebook, the most popular social networking website in the US, to promote aggressively in order to increase their audience. • FatFace could also begin advertising via print; in magazines like Woman’s Day. This magazine is purchased and read by FatFace’s target consumer in the US market, and therefore would be beneficial to the company in order to increase brand awareness. • The company could invest in PR Events for example, a Popup Shop that can travel around popular destinations in the US e.g. New York City. This would create excitement for the brand and expose FatFace to more consumers that have not yet heard of the brand or visited a store before.

• FatFace could develop a line of surf wear in the existing geographical market in which they operate. Consumers living on American coastlines can wear this and it would also define their brand identity to attract new surfing enthusiast consumers. Not only would this be popular on the East Coast where FatFace already have stores, but it would be well accepted by those who go on holiday and travel to go surfing, both in the UK and the US. • FatFace could also invest in and develop a ski range for customers who enjoy this sport. This will appeal to consumers in both geographical markets, US and UK, who visit ski destinations such as Vermont in America. Revitalising their ski original ski slope concept, into new contemporary designs, will cement their brand identity to the US market.

MARKET DEVELOPMENT

DIVERSIFICATION

• For market development, FatFace could invest in new stores in America. Currently the brand only has 9 stores in the US and they are all situated along the east coast of America. This is because the climates and the surroundings are most similar here, to that of England, so their brand would fit in, and be well accepted by consumers living in this geographical area. However, with America being such a big country with a large population, FatFace are missing out potential consumers in other hotter, and more commercial areas of America, such as Malibu, New York and California. It would be beneficial to FatFace to research these areas and trial a physical concession appearance in existing stores to grow their brand awareness. Equally, investing in a popup shop to travel around popular destinations in America would also grow the awareness of the company, and exposes them to new consumers, before developing stand-alone stores here.

• To create a new product in a new market, FatFace could collaborate with GoPro, a high-end technology brand for those who live an active lifestyle and like to record their adventures. This would relate to FatFace’s brand vision of ‘embracing life outside the 9 to 5’ and would take the brand back to their roots of skiing and surfing. When collaborating with GoPro, FatFace could create a line of accessories such as camera cases, helmets, headbands for the cameras and shoulder bags. These would be in the style of FatFace’s existing clothes, with the same style of patterns and colours. This would expose the brand to the technology market, as well as operating in the clothing market. American GoPro users in ski and surf resorts would be attracted to this collaboration. It would also attract the tourists who wear GoPros when travelling around bustling commercial cities like New York. This would carry with it the most risks, due to entering a completely new market, however if offered correctly, could be a successful brand stretch.

ANSOFF MATRIX CONCLUSIONS Completing an Ansoff Matrix informs that FatFace would most benefit from investing in market development and diversification. These two growth strategies would increase brand awareness and exposure within the US market. Market development would involve FatFace researching new areas of the US for example New York, California and Malibu. This would advise FatFace how to market and position themselves in these areas, to ensure that consumers in these geographical areas would connect with the brand. Diversification would allow FatFace to create a new product suitable for a new market altogether. This would allow for new promotions, collaborations, and new consumers. It would create excitement for the brand, and open FatFace to a new variety of consumers.

HOW WILL FATFACE GET THERE? 53

US MARKET OPTIMISATION In order for FatFace to grow their brand awareness and overall success in the UK market, 3 recommendations have been initiated to suggest ways for the company to improve. These recommendations include; diversification, involving a collaboration with the brand GoPro, and promotions; including a live PR event and utilising brand ambassadors. The 3 suggested recommendations connect with each other forming an integrated marketing communications strategy, to ensure that the brand appears to be coherent and consistent.

RECOMMENDATIONS: 55

1st RECOMMENDATION: A diversification strategy which involves FatFace and GoPro collaborating together to produce a range of accessories for GoPro cameras in FatFace’s recognisable style. This is the main recommendation that will drive US brand awareness, addressing the company’s biggest weakness in the US. It will additionally grow FatFace’s product offering also.

COLLABORATION: GoPro was selected due to the nature of the brand: they offer cameras for those who enjoy extreme sports, active lifestyles, and family fun, all popular activities in the US. With a similar target consumer, and brand values, this would be the ideal brand for FatFace to collaborate with.

POTENTIAL BARRIERS: The biggest barrier to this recommendation is the fact that GoPro is already a well-established, popular brand and therefore it could be hard for FatFace to sell the idea initially. However, this would benefit GoPro with it expanding their current product offering into a new market, and also increasing their brand awareness through live events and celebrity endorsement also.

OPINIONS ON THE COLLABORATION: This recommendation was justified by US consumers’ responses to a questionnaire. Respondents stated that;

‘I don’t know FatFace, but I know people love to make their electronic stuff look unique (phone cases, laptop covers, etc.)’ and,

‘go pro is a well-respected brand which is seen as cool to a vast population - something that fat face needs to work on’

MARKET OPTIMISATION STRATEGY This recommendation is at the core of the integrated marketing communication strategy. This proposal would require a developed marketing strategy for it to succeed. The product offer would be GoPro cases and accessories. These would come at a similar price point to the FatFace clothing, being slightly higher due to the quality of the product. This product line would be sold primarily in FatFace stores in the US, in their recommended pop up stores and if well accepted, in GoPro stores too. This collaboration would be promoted through the live event recommendation and also promoted by the brand ambassadors; who have a large and loyal social media following. The people involved in selling this product line would be the brand ambassadors, and well informed FatFace sales assistants who can explain to the consumer about the collaboration and the brand GoPro too. The selling process would be over the counter, online and in the pop-up shops at the New York Event, to make it as easy and accessible for the consumers as possible. The pop-up shops, US stores, websites and social media pages should embrace the GoPro disposition, heightening their use of ski, surf and active lifestyle visuals in store and online.

SAMPLE LOGOS SHORT LOGO

FULL LOGO

MOCK UP CASES:

RECOMMENDATION: For the promotional recommendations, there are two approaches involved, both to support the GoPro recommendation.

The first promotion strategy is to involve well-known and respected US brand ambassadors with FatFace. This is primarily to increase brand awareness of the company in America, as only 5% of US questionnaire respondants said they knew of the brand.

BRAND AMBASSADORS THE IDEA Using celebrity endorsement reinforces the brand image, builds an emotional connection with their consumers quickly and will differentiate FatFace from their competitors. Ypulse states that â&#x20AC;&#x2DC;48% of 13-34-year olds in the US and 40% of this age category in the UK, say theyâ&#x20AC;&#x2122;re more likely to consider buying a product their favourite online celebrity recommends it.â&#x20AC;&#x2122; Therefore, it would be beneficial to FatFace to use US brand ambassadors to endorse their brand and connect with their customers in both the US and UK markets. This would especially aid them with connecting with a slightly younger demographic as a weakness identified within the company was their ability to appeal to the younger markets.

WHO? Two suggested celebrities are; US World Cup skier, Lindsey Vonn, and US Olympic Snowboarder Shaun White. Both of these celebrities have over 1 million followers on instagram each, and on Facebook they have a combined following of over 3.5 million, proving their strong relationship with the public. A Skier and a Snowboarder were suggested due to relating to the very core of the brand, where it all started, back on the slopes in France. This will also target the right audience for both FatFace and GoPro; those who are interested in sports and outdoor activities.

POTENTIAL BARRIERS A barrier to this recommendation is having to negotiate with the celebrity and their agent to agree on payments, the frequency of social media advertising, and getting them to agree to the events, however with the event the celebrities will gain exposure for themselves and self-promotion, allowing them to benefit from their endorsement too.

LINDSEY VONN

• Born in Minnesota and well known in the US. • 33 years old, slightly younger than FatFace average consumer, giving the brand a younger appeal. • She is an alpine ski racer on the US ski team, relating to the FatFace original brand concept. • She has won four world cup overall championships. • One of six women to have won World Cup races in all five disciplines of alpine skiing, excellent role model for younger consumers. • Very popular and well known, Lindsey has 1.5m Instagram followers and 1.3m Facebook followers. 67

SHAUN WHITE

SHAUN WHITE • Born in California • 31 years old, slightly younger demographic than the average FatFace consumer, bringing a younger appeal to the brand. • He is a professional snowboarder, skateboarder and musician and can therefore attract lots of different consumers to FatFace • Shaun is a three-time Olympic gold medallist, great influencer for all ages. • Has a large following; 1.2m Instagram followers and 2.2m Facebook followers and could use this to advertise FatFace’s products, increasing the brand awareness. 68

RECOMMENDATION:

The second promotional strategy is to hold a live ski event in the middle of New York City. This is a New World communication strategy that will aid FatFace in building a two-way relationship with their consumers.

LIVE SKI EVENT THE IDEA This event will promote not only the brand FatFace, but their new brand ambassadors, and the GoPro x FatFace collaboration.

THE LOCATION The event will be held in Times Square, New York City because it exposes the brand to consumers living in the US who can’t access the East Coast stores, and it also exposes the brand to tourists in the location. The location itself, when visited as part of primary research, proved to have a great atmosphere for events, and a large footfall; both of these qualities are ideal.

POTENTIAL BARRIERS The biggest barrier to this event for FatFace would be cost, however with GoPro being involved, the event could receive sponsorships from other US brands with a similar target consumer such as O’Neill, The North Face and Patagonia. With both companies working together and potentially a sponsorship involved, they should be able to afford to provide pop-up shops for both brands and add ons such as an ‘Apres Lounge’, and a DJ to attract people to the event furthermore, making it a fun day out for the whole family, creating a memorable experience for consumers.

ADVERTISMENT Mock ups of leaflets were made that could potentially be used to advertise the event. These leaflets are suitable to be printed out, posted on social media and placed on billboards around New York and the rest of America.

LEAFLET AND ADVERTISING MOCK-UPS 73

LEAFLET 1

LEAFLET 2

FATFACE SHOULD FOLLOW THIS TIMELINE TO MAXIMISE GLOBAL POTENTIAL IN THE US. 81

KEY CONCLUSIONS

KEY CONCLUSIONS: • FatFace should recognize their success within the UK market to evaluate what will and will not work well in the US market. • The company should take into consideration any political, economic, social, technological, legal and environmental changes and trends worldwide. This is to identify any potential forces that could influence the company’s performance in both the UK and US. • FatFace have many opportunities in order to increase market optimisation in the UK and US markets and should therefore evaluate which opportunities would be the most successful and have the least barriers. • The company should closely monitor any threats to their business for example changes in law, strong competition and political affairs, to mitigate any potential risks. • FatFace will need to follow a coherent market optimisation strategy plan to increase their performance in the US. As previously identified, an integrated marketing communications strategy would be most beneficial to the company, to increase brand exposure and awareness. This will attract more customers, thus ultimately leading to improved revenue growth in the future.

REFERENCES • FatFace (2018) FATFACE ONLINE, [online] Available at: https://www.fatface.com • FatFace Group Limited (2017). FatFace Group Limited Annual Report and Financial Statements for the 53 weeks ended 3 June 2017. [online] FatFace. Available at: https://www.fatfacecorporate.com/pdfs/FF-Annual-Report-2017-Final.pdf [Accessed 10 May 2018]. • Kitroeff, N. (2018). Jobless Rate Looks Like Old Times, but the Economy Doesn’t. [online] Nytimes.com. Available at: https://www.nytimes.com/2018/05/04/business/economy/unemployment-jobs.html?rref=collection%2Ftimestopic%2FUnited%20States%20Economy&action=click&contentCollection=timestopics&region=stream&module=stream_unit&version=latest&contentPlacement=5&pgtype=collection [Accessed 10 May 2018]. • Mintel (2017). Clothing Retailing UK - October 2017. [online] Mintel. Available at: http://academic.mintel.com/ display/793835/# [Accessed 22 May 2018]. • Mintel, (2017) Health and Fitness Clubs - UK - July 2017. [online] Mintel Available at: http://academic.mintel. com/display/793495/ [Accessed 22 May 2018] • Mintel (2018). Womenswear UK May 2018. [online] Mintel. Available at: http://academic.mintel.com/homepages/sector_overview/7/ [Accessed 22 May 2018]. • Richter, F. (2015). Infographic: America’s Growing Smartphone Addiction. [online] Statista Infographics. Available at: https://www.statista.com/chart/3666/frequency-of-smartphone-usage/ [Accessed 10 May 2018]. • Statista. (2014). Apparel - United States | Statista Market Forecast. [online] Available at: https://www.statista. com/outlook/90000000/109/apparel/united-states#market-revenue [Accessed 23 May 2018]. • Statista. (2018). Fashion - United States | Statista Market Forecast. [online] Available at: https://www.statista. com/outlook/244/109/fashion/united-states#market-revenue [Accessed 24 May 2018]. • The Manufacturer. (2018). Consumers prepared to pay up to 22% more for Brand Britain. The Manufacturer. [online] Available at: https://www.themanufacturer.com/articles/consumers-prepared-pay-22-brand-britain/ [Accessed 12 May 2018]. • World Population Review. (2017). [online] Available at: http://worldpopulationreview.com/us-cities/boston-population/ [Accessed 22 May 2018]. • YPulse / Youth Site (2018). the influencer effect UK USA. Ypulse -Quarterly-Trends-NTU.

BIBLIOGRAPHY Books:

• Marketing Fashion 2nd Edition - Strategy, Branding and Promotion - Harriet Posner - 2015 • Retail Marketing Management - Principles and Practice - Helen Goworek, Peter McGoldrick - 2015 • Mastering Fashion Marketing - Tim Jackson, David Shaw - 2009

Reports: • FatFace Group Limited (2017). FatFace Group Limited Annual Report and Financial Statements for the 53 weeks ended 3 June 2017. [online] FatFace. Available at: https://www.fatfacecorporate.com/pdfs/FF-Annual-Report-2017-Final.pdf [Accessed 10 May 2018]. • Mintel (2017). Clothing Retailing UK - October 2017. [online] Mintel. Available at: http://academic.mintel.com/display/793835/# [Accessed 22 May 2018]. • Mintel, (2017) Health and Fitness Clubs - UK - July 2017. [online] Mintel Available at: http://academic.mintel.com/display/793495/ [Accessed 22 May 2018] • Mintel (2018). Womenswear UK May 2018. [online] Mintel. Available at: http://academic.mintel.com/homepages/sector_overview/7/ [Accessed 22 May 2018]. • YPulse / Youth Site (2018). the influencer effect UK USA. Ypulse -Quarterly-Trends-NTU.

Websites: • Butler, S. (2017). Fat Face prepares to expand across the Atlantic with first US store. [online] the Guardian. Available at: https://www. theguardian.com/business/2015/jun/17/fat-face-prepares-expand-across-atlantic-first-us-store [Accessed 21 May 2018]. • Chahal, M. (2014). How UK and US consumers’ spending habits differ - Marketing Week. [online] Marketing Week. Available at: https://www.marketingweek.com/2014/01/22/how-uk-and-us-consumers-spending-habits-differ/ [Accessed 13 May 2018]. • Econsultancy. (2014). The UK and US digital markets: consumer culture, differences and commonality. [online] Available at: https:// econsultancy.com/blog/64508-the-uk-and-us-digital-markets-consumer-culture-differences-and-commonality [Accessed 5 May 2018]. • FatFace (2018) FATFACE ONLINE, [online] Available at: https://www.fatface.com [Accessed 27th May 2018] • Fin24. (2018). Top10 trends in global consumer market in 2018. [online] Available at: https://www.fin24.com/Economy/top10-trends-inglobal-consumer-market-in-2018-20180123 [Accessed 4 May 2018]. • Hearst Communications. (2018). Woman’s Day. [online] Available at: https://www.hearst.com/magazines/woman-s-day [Accessed 16 May 2018]. • iStyles, M. (n.d.). Make Your Own GoPro Hero 3 Skin | iStyles. [online] Create.istyles.com. Available at: https://create.istyles.com/app/?t=1150 [Accessed 17 May 2018]. • Kitroeff, N. (2018). Jobless Rate Looks Like Old Times, but the Economy Doesn’t. [online] Nytimes.com. Available at: https://www. nytimes.com/2018/05/04/business/economy/unemployment-jobs.html?rref=collection%2Ftimestopic%2FUnited%20States%20Economy&action=click&contentCollection=timestopics&region=stream&module=stream_unit&version=latest&contentPlacement=5&pgtype=collection [Accessed 10 May 2018]. • LocalDataCompany (n.d) How FatFace are working with LDC to understand macro and micro footfall trends on Britain’s high streets. (2017). [online] LDC. Available at: http://www.localdatacompany.com/fatface-case-study [Accessed 15 May 2018]. • Partington, R. (2018). Inflation dips to 2.7% as impact of Brexit vote starts to fade. [online] the Guardian. Available at: https://www. theguardian.com/business/2018/mar/20/inflation-dips-to-27-as-impact-of-brexit-vote-starts-to-fade [Accessed 9 May 2018]. • Richter, F. (2015). Infographic: America’s Growing Smartphone Addiction. [online] Statista Infographics. Available at: https://www.statista.com/chart/3666/frequency-of-smartphone-usage/ [Accessed 10 May 2018]. • Spybey, K. and Geoghegan, J. (2015). The Drapers Interview: Fat Face’s Anthony Thompson on beating rivals both here and abroad. [online] Drapers. Available at: https://www.drapersonline.com/people/the-drapers-interview/the-drapers-interview-fat-faces-anthonythompson-on-beating-rivals-both-here-and-abroad/5077823.article [Accessed 10 May 2018]. • Shaun White (n.d.) Shaun White [online]. Available at: https://shaunwhite.com [Accessed 21st May 2018] • Statista. (2014). Apparel - United States | Statista Market Forecast. [online] Available at: https://www.statista.com/outlook/90000000/109/apparel/united-states#market-revenue [Accessed 23 May 2018]. • Statista. (2018). Fashion - United States | Statista Market Forecast. [online] Available at: https://www.statista.com/outlook/244/109/fashion/united-states#market-revenue [Accessed 24 May 2018]. • The Drum. (2017). 5 important differences between UK and US social advertisers [online] Available at: http://www.thedrum.com/profile/news/257408/5-important-differences-between-uk-and-us-social-advertisers [Accessed 5 May 2018]. • The Manufacturer. (2018). Consumers prepared to pay up to 22% more for Brand Britain. The Manufacturer. [online] Available at: https://www.themanufacturer.com/articles/consumers-prepared-pay-22-brand-britain/ [Accessed 12 May 2018]. • USSA (2018). Lindsey Vonn [online]. Available at: https://usskiandsnowboard.org/athletes/lindsey-vonn [Accessed 21st May 2018] • Waller-Davies, B. (2017). FatFace profits dip despite sales rise. [online] Retail Week. Available at: https://www.retail-week.com/fashion/ fatface-profits-dip-despite-sales-rise/7027219.article?authent=1 [Accessed 4 May 2018]. • Williams, B. (2018). Celebrity Marketing: How Much Should You Pay a Celebrity?. [online] The Brand Agent. Available at: https://celebbrand-agent.com/2014/05/20/how-much-should-you-pay-a-celebrity-to-endorse-your-brand/ [Accessed 10 May 2018]. • World Population Review. (2017). [online] Available at: http://worldpopulationreview.com/us-cities/boston-population/ [Accessed 22 May 2018]

IMAGE REFERENCES Fig. 1 – Rebecca Green, (2018) FatFace Report Front Cover [image]

Fig. 2 – FatFace, (2018) Behind the Scenes, (ONLINE) Available at: https://www.fatface.com/blog-articles/17c1001f-3b8a-41e7-a450b6903c62b1bb.html

Fig. 3 - David Powell, (2015) A doodle inspired by Chris Burkard’s picture from earlier today, (ONLINE) Available at: https://www. instagram.com/p/9sHDcBs4kH/?taken-by=david_rollyn

Fig. 4 - FatFace, (2018) 48 hours in Val D’Isere, (ONLINE) Available at: https://www.fatface.com/blog-articles/f14775e0-89da-4ad8ab41-1c9d3c458a5f.html

Fig. 5 - FatFace, (n.d) A track record of success, (ONLINE) Available at: https://www.fatfacecorporate.com/who-we-are.php

Fig. 6 - FatFace, (2018) Apres Ski Graphic T Shirt, (ONLINE) Available at: https://www.fatface.com/sale/mens-sale/nightwear/apresski-graphic-t-shirt/928780.html

Fig. 7 - . FatFace, (n.d) The Story, (ONLINE) Available at: https://www.fatface.com/blog-articles/a2ac4ce7-64fc-4867-b5a0-2eb6c9e223b3.html

Fig. 8 - David Powell, (2015) A doodle of a mountain, (ONLINE) Available at: www.instagram.com%2Fp%2F_KcisLs4u2%2F&p in=105905028718138399&client_tracking_params=CwABAAAADDY5OTIxNTA0ODE3NAA

Fig. 9 - Mintel, (2017) BEST- AND WORST-CASE FORECAST FOR CONSUMER SPENDING ON CLOTHING AND ACCESSORIES (INCL VAT), 2012-22 , (ONLINE) Available at: http://academic.mintel.com/display/793835/

Fig. 10 - FatFace, (2017) Retail Performance, (ONLINE) Available at: https://www.fatfacecorporate.com/pdfs/FF-Annual-Report-2017-Final.pdf

Fig. 11 - FatFace, (2017) Drive Core Business Icon, (ONLINE) Available at: https://www.fatfacecorporate.com/pdfs/FF-Annual-Report-2017-Final.pdf

Fig. 12 - FatFace, (2017) website visits, (ONLINE) Available at: https://www.fatfacecorporate.com/pdfs/FF-Annual-Report-2017-Final. pdf

Fig. 13 – Rebecca Green, (2018) Brand Awareness Questionnaire Result UK, [image]

Fig. 14 – Rebecca Green, (2018) Political & Economic Spread [figure]

Fig. 15 - Rebecca Green, (2018) Social & Technological Spread [figure]

Fig. 16 – Rebecca Green, (2018) Legal & Environmental Spread [figure]

Fig. 17 - Rebecca Green, (2018) PESTLE Conclusion Table [figure]

Fig. 18 – Leni’s Models, (2014) Syanne for FatFace, (ONLINE) Available at: http://blog.lenismodelmanagement.co.uk/syanne-for-fatface-campaign/

Fig. 19 – Rebecca Green, (2018) UK Competitive Map, [image]

Fig. 20 – Rebecca Green, (2018) UK SWOT Analysis, [image]

Fig. 21 - . FatFace, (2018) Schools out for Easter holidays, (ONLINE) Available at: https://www.fatface.com/blog-articles/a3ab32fdf7bf-4a44-95b2-9846dd0350fb.html

Fig. 22 – Rebecca Green, (2018) Brand Awareness Questionnaire Result US, [image]

Fig. 23 - FatFace, (2018) Our Financials, (ONLINE) Available at: https://www.fatfacecorporate.com/financials.php

Fig. 24 – FatFace (n.d) Absolutely everything we do is designed to be loved, (ONLINE) Available at: https://www.fatfacecorporate. com/who-we-are/our-vision.php

Fig. 25 - FatFace, (2018) We Do, (ONLINE) Available at: https://www.fatfacecorporate.com/who-we-are/our-vision.php

Fig. 26 - FatFace, (2018) Life outside the 9-5, (ONLINE) Available at: https://www.fatfacecorporate.com/who-we-are/our-vision.php

Fig. 27 - FatFace, (2018) Absolutely Everything, (ONLINE) Available at: https://www.fatfacecorporate.com/who-we-are/our-vision. php

Fig. 28 â&#x20AC;&#x201C; FatFace, (n.d) Our Values, (ONLINE) Available at: https://www.fatfacecorporate.com/who-we-are/our-values.php

Fig. 29 - FatFace, (2018) Our Values Footer, (ONLINE) Available at: https://www.fatfacecorporate.com/who-we-are/our-values.php

Fig. 30 - FatFace, (2018) Is Designed, (ONLINE) Available at: https://www.fatfacecorporate.com/who-we-are/our-vision.php

Fig. 31 - FatFace, (2018) Our Crew Header, (ONLINE) Available at: https://www.fatfacecorporate.com/who-we-are/our-crew.php

Fig. 32 - FatFace, (2018) Responsible Sourcing , (ONLINE) Available at: https://www.fatfacecorporate.com/sustainability/responsible-sourcing.php

Fig. 33 - FatFace, (2018) Distribution Centre, (ONLINE) Available at: https://www.fatface.com/blog-articles/a2ac4ce7-64fc-4867b5a0-2eb6c9e223b3.html

Fig. 34 - FatFace, (2018) Multi-Channel Hero Part 1, (ONLINE) Available at: https://www.fatfacecorporate.com/who-we-are/multi-channel-approach.php

Fig. 35 - FatFace, (2018) Multi-Channel Hero Part 2, (ONLINE) Available at: https://www.fatfacecorporate.com/who-we-are/multi-channel-approach.php

Fig. 36 - FatFace, (2018) 360 Sustainability , (ONLINE) Available at: https://www.fatfacecorporate.com/sustainability/pillar-02.php

Fig. 37 - FatFace, (2018) Our customers hero - family, (ONLINE) Available at: https://www.fatfacecorporate.com/who-we-are/ our-customers.php

Fig. 38 - FatFace, (2018) Our customers hero - friends, (ONLINE) Available at: https://www.fatfacecorporate.com/who-we-are/ our-customers.php

Fig. 39 – Rebecca Green, (2018) Consumer Variables Table [figure]

Fig. 40 – Rebecca Green, (2018) Pen Portrait [image]

Fig. 41 - Rebecca Green, (2018) US Competitive Map, [image]

Fig. 42 - Rebecca Green, (2018) UK SWOT Analysis, [figure]

Fig. 43 – Rebecca Green, (2018) Ansoff Matrix, [figure]

Fig. 44 - FatFace, (2018) Trading Lightly, (ONLINE) Available at: https://www.fatface.com/blog-articles/d3b803e8-c748-4d9d-a13289d3a619133c.html

Fig. 45 - FatFace, (2018) Pembrokeshire Beach, (ONLINE) Available at: https://www.fatface.com/blog-articles/badfac41-a73c-4ff38518-531cbd1c5746.html

Fig. 46 – Rebecca Green, (2018) FatFace x GoPro Collaboration, [image]

Fig. 47 – Rebecca Green, (2018) FatFace x Go Pro Short Logo, [image]

Fig. 48 - Rebecca Green, (2018) FatFace x Go Pro Full Logo, [image]

Fig. 49 – FatFace, (n.d) Surfing, (ONLINE) Available at: https://www.fatface.com/blog-articles/

Fig. 50- Rebecca Green, (2018) FatFace x Go Pro Mock Up Cases, [image] Created on: https://create.istyles.com/app/?t=1150

Fig. 51 - FatFace, (n.d) Vintage Surf, (ONLINE) Available at: https://www.fatface.com/men/featured/the-vintage-surf-collection/vintage-surf-1/000022.html#q=surf&lang=en_GB&start=1

Fig. 52 - Asher Klein, (2018) Take a look bac at Lindsey Vonn’s Olympic career, (ONLINE) Available at: https://www.nbcsandiego. com/news/sports/Lindsey-Vonn-Stuck-on-Plane-to-Pyeongchang-473164843.html

Fig. 53 - Rebecca Green, (2018) Lindsey Vonn Info, [figure]

Fig. 54 - Travis Durkee, (2018) Shaun White, (ONLINE) Available at: http://www.sportingnews.com/athletics/news/winter-olympics2018-shaun-white-harassment-gossip-halfpipe-gold-medal/hyjbh2f4oz9ozbchk4c623t0

Fig. 55 - Rebecca Green, (2018) Shaun White Info, [figure]

Fig. 56 - The Girl Outdoors, (2018) THE GIRL’S GUIDE TO SKIING IN LE GRAND-BORNAND, FRANCE, (ONLINE) Available at: http:// thegirloutdoors.co.uk/category/skiing/

Fig. 57 - FatFace, (n.d) Footwear 2, (ONLINE) Available at: https://www.fatface.com/footwear

Fig. 58 – Rebecca Green, (2018) Ski Through NYC Variation 1 [image]

Fig. 59 - Rebecca Green, (2018) Ski Through NYC Variation 2 [image]

Fig. 60 - Mockupworld (n.d.). Subway Mockup. [image] Available at: https://www.mockupworld.co/free/london-subway-advertising-display-mockup/ [Accessed 13 May 2018].

Fig. 61 - Clear Channel Speculator, (n.d) 52nd Street Façade at Broadway, [image] Accessed at: http://clearchannelspectacolor. com/locations/nyc-times-square/

Fig. 62 – Rebecca Green, (2018) FatFace Timeline, [image]

Fig. 63 – Drapers, (2017) FatFace Ramps Up Festive Closure, (ONLINE) Available at: https://www.drapersonline.com/news/fat-faceramps-up-festive-closures/7026611.article

APPENDIX I

USA QUESTIONNAIRE

APPENDIX II

USA QUESTIONNAIRE CTD

APPENDIX III

UK QUESTIONNAIRE

APPENDIX IV

UK QUESTIONNAIRE

APPENDIX V

NEW YORK TIMES SQUARE RESEARCH FOR LIVE EVENT.

Monique Fisher, (2018) TIMES SQUARE, NEW YORK [image]

Type to enter a caption.

100

ETHICS CLAUSE. I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project. Signed ....................................................... Date .............................. 101