Warehouse USA Report by Bella Ladd

WAREH OUSE ISABELLA LADD FMBR10002

Word count: 3,298

CONTENTS • Ethics Clause…………………………………………………………… 1 • Introduction……………………………………………………………... 2 • Methodology……………………………………………………………. 3

Existing UK Market: • • • • • • • •

Brand history……………………………………………………………. 5 Presence in UK…………………………………………………………. 6 Brand Essence………………………………………………………….. 7 Brand Positioning………………………………………………………. 8 Competitor analysis UK……………………………………………….. 9 Target consumer UK………………………………………………….. 10 Consumer analysis UK………………………………………………... 11 UK Marketing mix……………………………………………………… 12

• • • • •

Market health UK………………………………………………………. 15 E-market health UK……………………………………………………. 16 PEST analysis UK……………………………………………………… 17 Macro trends UK………………………………………………………. 18 Impact of Macro trends………………………………………………. 19

• • • • • •

SWOT UK……………………………………………………………….. 21 Ansoff matrix UK………………………………………………………. 22 Brand health UK……………………………………………………….. 23 Social media health UK………………………………………………. 24 Challenges of UK market…………………………………………….. 25 Strategies for UK market…………………………………………….. 26

Macro Environment:

UK Brand Analysis:

CONTENTS Potential US market: • • • •

Brand positioning map US……………………………………………. 29 Target consumer US…………………………………………………… 30 Consumer analysis US………………………………………………… 31 US Marketing mix………………………………………………………. 32

Macro Environment: • Market health US……………………………………………………….. 34 • E-market health US…………………………………………………….. 35 • PEST US…………………………………………………………………. 36

US Brand Analysis:

Challenges of US market……………………………………………… 38 Strategies for US market……………………………………………… 39 Conclusion………………………………………………………………. 41 Appendices……………………………………………………………… 42 List of references……………………………………………………….. 57 List of illustrations……………………………………………………… 58 • Bibliography…………………………………………………………….. 65 • • • • • •

ETHICS CLAUSE

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project.

Signed:…………………………….. . Date: 28/05/2015.

4 1

INTRODUCTION

From this report I aim to be able to identify and discuss the key issues that could affect Warehouse and which of these issues will need to be addressed in order for Warehouse’s position in the UK to be as strong as possible. I will also look into potential opportunities for them as a company when launching into the US, which in the future could help them become a stronger and more well known brand overall.

5 2

METHODOLOGY

My research objectives: • To gain a clear understanding of Warehouse’s positioning in the UK. • To optimize their current situation in the UK. • To come up with a strategic plan for entering Warehouse into the US.

Methods: Primary: - Quantitative: • Street questionnaires (50, random sampling). • Online survey UK (100, stratified sampling). • Online survey US (30, stratified sampling).

- Qualitative: •

In-store interviews (3, stratified sampling).

Secondary: • Mintel • E-Consultancy • Euro monitor

6 3

EXISTING UK MARKET

BRAND HISTORY 1976-‐ First Warehouse store opened in Duke Street-‐ London.

1999-‐Warehouse goes global first International store in the heart of South East Asia.

1979-‐ Store opened on Argyll Street remains flagship store today.

2009-‐started supporting young design talent collaboration with the British Fashion Council.

2001-‐ Warehouse.co.uk launches.

2015-‐Our editorial blog, Tales of the City, launches.

2014-‐ Warehouse open store on London Oxford Street (Warehouse website, 2015)

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WAREHOUSES CURRENT SITUATION IN THE UK

They operate through concessions, which is a good way of reaching consumers, however they need to ensure that they aren’t loosing brand consistency. Warehouse has experience in entering large market of a different culture.

9 6

BRAND ESSENCE BRAND ATTRIBUTES

BRAND EXPERIENCE

Functional Accessible On trend Desirable

Friendly Contemporary Exciting Inspiring Slick

WAREHOUSE

WAREHOUSE PROMISE

Fashion that fits around your life High standard of fit and design with an emphasis on quality Clean and confident

High quality High standard of fit High standard of design Always up to date with current fashion trends

BRAND PERSONALITY Confident Sexy Glamorous Clean Individual

M IS S IO N S T A T E M E N T We are a fashion brand that works around our consumer. We aim to deliver constant newness whilst maintaining our high standard of quality and design.

V IS IO N S A N D C U L T U R E Warehouse believes that they are a brand that keeps its finger on the fashion pulse. Their culture is positive, ambitious and focused and their teams are creative and have pride in the brand. The people who work at Warehouse are passionate and knowledgeable about fashion and reflect the personality of the brand.

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BRAND POSITIONING-UK Quality - High

Fashionability - High

Fashionability Low

Where Warehouse could potentially be in the future.

Quality - Low

Warehouse’s competitors in the UK are mainly Zara and Topshop. Warehouse is not known for their high quality, even though from in-store questionnaire responses, it was evident that this is something they pride themselves in. Warehouse should emphasise the quality of their products when advertising. The red dot shows where Warehouse could be after adapting this strategy in the UK and utilising the high quality of their products as a competitive advantage.

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SOCIAL MEDIA PRESENCE

PRODUCTS & COSTS

FACT FILE

COMPETITORS-UK ZARA

TOPSHOP

H&M

Founded: 1974 Company: Amancio Ortega Target consumer: 18-40

Founded: 1964 Company: Arcadia Target consumer: 18-35

Founded: 1947 Company: H&M Group Target consumer: 15-40

Zara sells fashionable clothing and accessories at reasonable prices. Zara’s range Trufuluc, aimed at the younger consumer is slightly lower priced. Zara’s prices are slightly cheaper than Warehouse.

Topshop offers clothing and accessories. Topshop prices are similar to Warehouse, however some items can be more expensive especially if bought from their boutique range.

H&M offers clothing and accessories ranging from basics to more fashionable items. They offer a range called Divided for the younger consumer. Their prices are cheaper than Warehouse but similar to Zara.

Zara is most popular on Facebook where it has 22 millions fans. Zara is present on Facebook (22m), Instagram (4.2m), Twitter (844.6K), Pinterest (134K) and YouTube (20,617 subscribers).

Topshop is known as fashion’s most social media savvy high street. Topshop is present on Facebook (3.9m), Instagram (4.1m), Twitter (1.1m), Pinterest (106K) and YouTube (53,284 subscribers).

H&M is present on Instagram (6.5m followers), Twitter (5.5m), Pinterest (131K) and YouTube (103,282 subscribers).

The UK questionnaire shows that 65% shop at H&M, 59% shop at Topshop and 57% shop at Zara (see appendix 7). Warehouse doesn’t offer petite or plus sizes or a younger range, although for Warehouses target market a younger range could detract from the brands image, especially if they begin to target working women. However introducing petite and plus size ranges could be a possibility for Warehouse.

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TARGET CONSUMER-UK

AGE:

AGE: 18-30 (However, Warehouse is about attitude not age). GENDER: Females They target professional women who are looking for something fashionable to wear in the office. She works in the city and in her spare time likes to go to bars. She’s up to date with social media and uses Twitter to stay connected to her friends and Instagram to follow fashion trends.

13 10

CONSUMER

BEHAVIOUR-UK

BEHAVIOUR:

EFFECT ON WAREHOUSE

CAREFUL SPENDERS: Discount retailers offer similar products at lower prices; consumers are resorting to cheaper options in order to save money.

UK consumers have taken the recession more to heart then Americans. They are known to save their money.

HOME IMPROVERS: The love for retailers like John Lewis could be a key factor for Warehouse as they currently have concessions in John Lewis and other much loved British retailers such as House of Fraser.

UK consumers have developed a strong love for large retailers such as John Lewis due to rises in the home improvement sector.

HOW OFTEN DO YOU PURCHASE A NEW ITEM OF CLOTHING?

The questionnaire results show consumer habits in the UK. 72% of consumers prefer shopping in-store as oppose to online and 42% of consumers purchase a new item of clothing once a month, closely followed by 34% of consumers buying a new item of clothing twice a month. 14

UK MARKETING MIX PRICE: Warehouse’s prices are reasonable and the quality remains high. Warehouse’s prices range from around £10 to £130. Warehouse also offers 10% student discount to attract the younger consumer.

V NECK TEE -‐ £12

SEQUIN DRESS -‐ £130

PRODUCT: They create seasonal themes and reflect key trends. Warehouse maintains a high standard of fit and design with an emphasis on quality, however this isn’t something that they emphasis enough. Consumers aren’t aware that they offer higher quality products than their competitors, whilst still offering similar styles. They do not yet offer petite or plus size ranges, however this is something they could consider.

15 12

UK MARKETING MIX PLACE: Warehouse originated in the UK and globally expanded in terms of location and accessibility. They are mainly situated in shopping centres, where the appearance of the store is usually simple with floor to ceiling glass windows to represent the clean essence of the brand. Warehouse is sold thorugh concessions and online via Asos. They currently sell internationally online, which means they have online presence in the US, although brand recognition isn’t high.

PROMOTION: Warehouse communicates their brand through marketing and PR activity to maximizes their awareness and brand image. They have regular news updates on Warehouse.com, and are present on all levels of social media, including a blog. However their awareness and followers are low. Warehouse passively communicate by sending daily emails to customers who signup for their newsletter.

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MACRO ENVIRONMENT

MARKET HEALTH-UK RETAILERS FROM WHERE CLOTHING WAS BOUGHT FOR THEMSELVES IN THE LAST 12 MONTHS, IN-STORE OR ONLINE, BY AGE GROUP, DECEMBER 2013

(Sender, 2014)

KEY FINDINGS: The high street market is very competitive and has been predominately targeted at 1624 year olds. The 25-34 year old demographic is set to rise by 9% in the next 5 years becoming the most influential age group for high street brands. High street stores that have previously focused on under 25’s are seeing rising numbers of older consumers. (Sender, 2013)

KEY INSIGHTS: This shows great opportunities for Warehouse, as 25-34 year olds are willing to spend more on better quality clothes, as they prioritize frequently updated clothes collections when choosing where to shop. Although, as Warehouse have always targeted the slightly older target market of 25-34’s they may see a fall in loyal customers as they begin to shop at competitors.

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E-MARKET HEALTH-UK “Consumers are increasingly moving between devices when shopping online, as well as using mobile devices to help them shop whilst in- store. As consumers combine different channels to shop for clothes, retailers have to ensure that they give customers a consistent shopping experience whatever channel they choose to use.” (Sender, 2014)

(Sender, 2014)

KEY FINDINGS: Online sales of clothing and footwear has increased by £5,691 million over the past 5 years, and is forecast to increase a further £8,387 million over the next five years. In the best-case scenario, it is estimated that the market will have grown over double. However even in the worst case, the market will still have grown by £3,265 million over 5 years. Although there is a large difference in growth from the best case to the worst case, it is clear that the market for online sales of clothing and footwear is still growing significantly due to technology continuously evolving.

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TECHNOLOGY

SOCIAL

ECONOMIC

POLITICAL

PEST ANALYSIS IMPACAT ON MARKET

IMPACAT ON WAREHOUSE

After the factory collapse in Bangledesh in 2013, the government have implemented strict policies for working conditions and minimum wage.

Ensuring that they are complicit with safety at work and complying with minimum wage laws.

Although the UK has one of the largest economies in world, the recession in 2007 had a huge impact on the UK economy, such as inflation, that resulted in higher wage demands and the amount of disposable income consumers have.

Customers are spending less on expensive goods and will resort in buying similar products at lower prices.

The awareness amongst consumers of where products are sourced has been increasing over the past few years. There has also been an increase in the uproar against European labor within the UK.

Warehouse needs to address social factors such as consumer’s tastes and preferences, while at the same time ensuring that their products are being sourced ethically.

The use of technology in the UK is continuously rising and is becoming more popular within the retail environment. Consumers constantly want an interactive way of shopping that still offers a personal experience.

Warehouse must ensure that they are keeping up with in-store technology, such as use of IPad’s and tablets. They need to stay connected with their consumers by constantly interacting with them via social media.

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MACRO TRENDS •

CONNECTING WITH TECHNOLOGY

•

Rise in the consumer use of Smartphones and Tablets. The focus will shift from the enjoyment of the shopping experience to the speed of the experience. Human interaction will decrease.

• •

THE SEARCH FOR VALUE

Consumers are beginning to want a lot more for their money. Consumers’ have increasing love for bargains.

• •

MOBILE COCOONING

•

Increasing reliance on digital devices. Smartphones used most for emailing and Internet browsing. Increase in use of Apps.

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IMPACT OF MACRO TRENDS

CONNECTING WITH TECHNOLOGY

THE SEARCH FOR VALUE

MOBILE COCOONING

OPPORTUNITIES: Introducing the use of tablets around stores for ordering online if the item isn’t in stock. Using tablets in changing rooms for consumers to take “selfies” to upload on social media would create easy advertising and social awareness for the brand. IMPLICATIONS: Warehouse don’t use any technology in store, therefore they are already behind compared to competitors.

OPPORTUNITIES: Student discount attracts younger consumers. A member’s card would inform consumers about promotions and discounts. This could increase the amount of loyal customers if they are getting ‘special discounts’. IMPLICATIONS: Consumers resort to shopping at discount stores where they are getting more for their money.

OPPORTUNITIES: Consumers can pay with their phones via PayPal at Warehouse stand-alone stores. Hash tags in store would create an in store shopping experience, incorporating consumer’s love for smartphones, whilst advertising for Warehouse. IMPLICATIONS: Warehouse’s mobile app has regular complaints; the app needs to be user friendly.

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UK BRAND ANALYSIS

SWOT ANALYSIS-UK STRENGTHS: -‐Affordable -‐Easily accessible -‐ available online in the UK, Europe and Asia as well over 300 stores. -‐ Social media profiles including Facebook, Twitter, Instagram and YouTube. -‐Aims to be on trend with the website offering several different trends such as Monochrome, Floral & Prints and Co-‐ords. OPPORTUNITIES:

-‐Already established in the UK, Asia and Europe so have the credibility to break into new markets and expand. -‐Marketing on TV to expand UK profile -‐Collaborations with designers to make brand appear more exciting.

WEAKNESSES: -‐Considered to be outdated by consumers. -‐Warehouse has no clear brand identity; this results in lack of brand loyalty from consumers. -‐Presence in Europe but not as well known as the likes of Topshop and H&M etc. -‐Lacking in followers on social media compared to competitors.

THREATS: -‐Competitors such as Topshop, Miss Selfridge are more favored by consumers than Warehouse. -‐As they have already expanded into Asia and Europe, have they got the finances to break USA? -‐Is there enough of a gap in the US market for Warehouse to succeed.

Key issues/challenges facing the brand: • • • •

They have already expanded worldwide, so have experience in larger foreign markets. Warehouse don’t have a strong brand image, this can result in very little brand loyalty. They aren’t well known throughout social media, which is a main issue for brand. Having expanded already into Asia and Europe limits the amount of financial scope the company has to break the US market.

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EXISTING MARKET:

ANSOFF MATRIX-UK EXISITNG PRODUCTS: Market penetration

NEW PRODUCTS: Product development

Clothing Accessories Shoes

Stationary IT accessories (tablet cases)

NEW MARKET:

Market development Concessions in John Lewis, House of Fraser and Debehams. Online via Asos. Global markets – Singapore.

Diversification: Potential to enter the US market offering affordable office wear.

In Terms of market penetration Warehouse has a simple product range of clothing, accessories and footwear in the UK, however they have entered these products into new markets such as concessions and expanding globally. Although Warehouse have not yet entered any new products into new markets, this is something they could consider when entering the US, however this could increase their risk of failing in a new market.

25 22

BRAND HEALTH-UK HAVE YOU HEARD OF WAREHOUSE?

“ We are just so underrated here in the UK, everyone drifts towards New Look and Topshop, when we offer the same things but better quality ” (Appendix 3)

95% of consumers have heard of Warehouse, however 34% of consumers have never shopped at Warehouse. Although Warehouse has brand recognition, its advertising and social media isn’t drawing in consumers. Warehouse needs to focus on making their brand more appealing to their target market, in order to prevent their consumers from choosing to shop at their competitors.

HAVE YOU EVER SHOPPED AT WAREHOUSE?

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SOCIAL MEDIA HEALTH-UK WHAT FORMS OF SOCIAL MEDIA DO YOU USE?

Questionnaire results show that Warehouse’s target market of 18-30 year olds is predominately-using Facebook (99%). All three of Warehouse’s main competitors have over 3 million likes on Facebook. It is clear that Warehouse’s presence on social media is low and that it is a key issue for them and their current position in the UK.

WAREHOUSE ON SOCIAL MEDIA: FACEBOOK: 123K likes TWITTER: 44.5K followers INSTAGRAM: 75K followers PINTEREST: 6.7K followers YOUTUBE: 430 subscribers Warehouse also has its own blog where it keeps consumers up to date with trends and everything to do with the brand. They create seasonal looks from Warehouse products.

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CHALLENGES OF UK MARKET

HOW IMPORTANT IS IT TO BE ABLE TO PURCHASE FROM A RETAILER FROM DIFFERENT CHANNELS?

(Moth, 2012)

MULTI CHANNEL RETAIL: In the UK, 40% of shoppers believed it’s important to be able to purchase from a retailer using different channels. Omni-channel retailing is attractive to consumers and helps differentiate a company from its competitors. Warehouse need to insure that they are keeping up with their competitors in terms of Omni-channel retailing. BUSINESS FLEXIBILITY: The need for businesses to become flexible is becoming increasingly important for retailers. For Warehouse to satisfy its consumer demands in terms of Omni-channel retailing they need to be flexible in the way that they interact with their customers to provide a consistent experience.

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STRATEGIES FOR UK MARKET

CREATING A CONSISTENT BRAND IMAGE: Warehouse sells their products through various different channels, which can lead to a confusion of the brands image. In order to address this issue, Warehouse needs to ensure that stores selling their products through concessions are targeting a similar market to the consumers that they want to attract and that the in-store merchandising of the store is similar to that of Warehouse’s stand alone stores.

INCREASING SOCIAL MEDIA AWARENESS: The online UK survey results (see appendix) show that the majority of respondents used the social media websites. This emphasises the importance of social media for Warehouse as a way of connecting with their consumers. Warehouse should constantly post on all platforms of social media and they should encourage consumers to follow them when they are visiting their stores.

29 26

STRATEGIES FOR UK MARKET

FOCUS ON CORE OF OFFICEWEAR:

(Mintel, 2011) Warehouse’s blog currently promotes some of their items of clothing as trendy items to wear to work. The women's wear sector is likely to benefit from the female population working in more managerial occupations. With Warehouse offering skirts, trousers and shirts as well as more patterned work wear they have an opportunity to cater for all types of working women. This offers them a USP of being able to wear the same items from day to night. This would differentiate Warehouse from its competitors, and would offer their consumers something different.

30 27

POTENTIAL US MARKET

BRAND POSITIONING-US Quality – High

Fashionabilty – High

Fashionabilty – Low

Quality – Low

The US and the UK show similarities due competitors also having a presence in the US market. Brands such as Forever 21 and J.Crew are popular shops for Warehouse’s target market in the U.S as these brands have large brand loyalty. In order for Warehouse to compete with these brands they need to gain brand recognition within the US to develop brand loyalty and a wide consumer base.

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TARGET CONSUMER-US

AGE: 25-40 (Warehouse should target a slightly older consumer than in the UK). GENDER: Females The US consumer would have a busier lifestyle and be more fashion conscious. She would enjoy going for drinks with friends and takes her work life very seriously, she prefers to shop in larger department stores where she can find everything in one place. The US consumer would use Warehouse for office wear, but would also look to Warehouse as a brand that can provide them with fashionable evening wear that still gives them a look of professionalism.

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CONSUMER BEHAVIOUR-US BEHAVIOR:

EFFECT ON WAREHOUSE

STATE OF MIND: Americans could be more welcoming to new brands such as Warehouse that are entering the US.

The American consumer is much more caring and affectionate than the British consumer. They are more likely to be affected by emotional advertising than the Brits.

CONFIDENCE: Self-assured Americans are more than five times more likely to be selfconfident than Brits.

Americans are more inclined to try something new such as shopping at stores like Warehouse for the first time or trying new trends.

HOW OFTEN DO YOU PURCHASE A NEW ITEM OF CLOTHING?

WHICH METHOD OF SHOPPING DO YOU PREFER?

The US questionnaire results show consumer shopping habits in the US and gives an understanding of how they are different from the UK. The results were almost identical with 76% of US respondents preferring to shop in-store and 43% of US respondents purchasing a new item of clothing once a month. For Warehouse this means that they are able to apply a similar strategy in the US to the existing one in the UK.

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US MARKETING MIX PRICE: Warehouse would be a typically high street priced brand, with products ranging from $10 to $150. Although the prices would be reasonable the quality would remain high and this is something that Warehouse would emphasise.

PRODUCT: Warehouse would offer affordable office wear to fashion conscious women, products would be suitable for their consumer to wear from day to night. Warehouse would continue to offer seasonal themes that are right for the US consumer and reflect key trends of the moment. Main size range would be a size 6-16. They could offer petite and a plus size range.

PLACE: Launching within a concession in a department store such as Macy’s, would reduce risk. Warehouse sells through concessions within the UK so are already familiar with this way of selling. They would need to ensure that they maintain brand consistency and that the store itself does not damage the brands image.

PROMOTION: Warehouse would continue to communicate their brand through various methods of marketing and PR activities. Warehouse would need to create a buzz around their launch in the US, in order to create initial brand awareness. Warehouse would need to be consistent on all levels of social media, especially during the initial stages of their launch to inform consumers of promotions and launch dates.

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MACRO ENVIRONMENT

MARKET HEALTH-US

KEY FINDINGS: Most retailers are predicted to grow across all channels, except for catalogue sales. There is an estimated growth of 6% for sales, especially for online only retailers.

KEY INSIGHTS: The current financial situation in the US is stable and for Warehouse this would be an ideal time to enter, however if the majority of retailers are seeing such great financial success it could increase the amount of successful competition that Warehouse could face in the US.

Warehouse need to be cautious of the death of the American mall when considering where they would position themselves in the US. With the increase in one-stop shops, Warehouse could consider entering through a concession such as Macy’s. (CIT report, 37 2015)

E-MARKET HEALTH-US

Website sales are generating the most growth in revenue. Warehouse need to ensure that their website is being frequently updated and is easy to use both on computers and phones, to ensure that consumers can easily make purchases online.

(CIT report, 2015)

Social media in the US is becoming a major part of advertising as it creates a lifestyle for the brand, whilst being a simple way for brands to connect with their consumers. Clearly from the graph above retailers are becoming more advanced in terms of social media strategies. Therefore Warehouse needs to ensure that they are just as or more advance in order to compete in the US.

38 35

IMPACAT ON WAREHOUSE

POLITICAL

The US has a strong demographic setup and is considered fair and transparent. The country has storng political and economic influence over both nation and global decionmaking.

Due to the strength of the US political market, it is a stable market for Warehouse to enter at the current time.

The US has a well-developed economy. It was effected by the recession, however the economy has grown since with an estimate of 4% in 2014, due to both consumers and businesses increasing their spending.

An increase in consumer spending offers opportunities for Warehouse. With businesses increasing their spending Warehouse needs to ensure they can compete financially.

The US faces the problem of an ageing population, which can lead to labour shortage and rising tax rates in the future. There is also an increase in issues regarding illegal immigration and the risk of racial discrimination.

Warehouse needs to be wary of labour shortage if they are looking to manufacture in the US.

The US is a leading country in terms of adapting and applying technology, however they now face growing competition from countries such as China and India.

The use of social media could increase the engagement with their consumers and create a buzz around their launch.

TECHNOLOGY

SOCIAL

IMPACAT ON MARKET

ECONOMIC

PEST ANALYSIS-US

(Analyst, 2014) 39

US BRAND ANALYSIS

CHALLENGES

MARKET

THE USA IS VIEWED AS THE MOST CHALLENGING FORGIEGN MARKET TO ENTER

The US remains the top target for international expansion, however 46% say that’s its the hardest market to achieve commercial success. Brands entering the US market online only have found it harder to raise awareness, and have found that creating awareness via PR campaigns has been the most successful way of increasing their brands recognition in the US.

DIGITALLY-FOCUSED RECENT ENTRANTS TO THE US FACE AN AWARENESS CHALLENGE

(Harrison, 2014) 41

S T R A T E G I E S

F O R

U S

M A R K E T

ADAPTING UK STRATEGY OF OFFERING FASHIONABLE OFFICE WEAR: When entering the US they need to have a clear brand image and product range. Focusing on their core of affordable and fashionable office wear Warehouse would enable them to bring something new to the US. Women working in all of the top 3 industries are likely to want fashionable office wear, so there is clearly a potential market for Warehouse. Warehouse needs to adapt the same strategy as in the UK with regard to offering fashionable office wear that can also be worn from day to night.

(Women’s Bureau, 2013)

CHOOSING A SPECIFIC STORE LOCATION: Warehouse needs to be specific with where they want to position themselves. A district such as Soho where competitors such as Zara are situated would be more suitable. However the overhead for stores in this area would still be high, which would increase the financial risk for Warehouse. Therefore initially Warehouse could open a concession in Macy’s, where their target market would be present and where rent prices would be lower.

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S T R A T E G I E S

F O R

U S

M A R K E T

CELEBRITY INVOLVEMENT: Celebrity involvement would be a perfect opportunity to raise awareness. Warehouse could use a fashionable-working woman, who is well known amongst the US consumer. Whitney Port would be a strong face for Warehouse and could be a potential celebrity for collaborations. She has her own fashion label and is popular on social media, which is something that Warehouse could use to their advantage in order to promote their launch. This would create a strong brand image from the beginning. The use of canvas bags would be a simple way of advertising the launch as shoppers would reuse the bags and create awareness for Warehouse.

Whitney Eve For WAREHOUSE

Whit ney E For ve A USE REH

y Eve e n t i h W For WAR

EHO

Whitney Eve For WAREHOUSE

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CONCLUSION To summarise, Warehouse’s current position within the UK is weak compared to their competitors, especially in terms of brand awareness and brand loyalty amongst their target consumer. Before entering such a large and competitive market such as the US, Warehouse need to ensure that there position in the UK is stable and that they have a clear brand identity with a large client base. Once Warehouse has secured their position within the UK, entering the US could be a potential opportunity for them. To achieve maximum potential within this market Warehouse would consider diversifying into a new market, with new products, whilst adapting the strategy of focusing on their core of office wear. If these strategies were fulfilled there position both in the UK and potentially in the US would be significantly strengthened.

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APPENDICES Warehouse Blank Questionnaire

Respondent Details Q1. Gender : a. Female b. Male Q2. Age : a. less than 18 b. 18 -‐ 25 years c. 26 -‐ 30 years d. over 30 Q3. Where do you live? a. City b. Suburb C. Abroad (EU, USA, Asia, etc.) Main questions Q4. Do you keep up to date with current trends? If so how? a. Yes b. No

Q5. Have you heard of Warehouse ? a. Yes b. No Q6. Have you ever shopped at Warehouse? a. Yes b. No Q7.If yes, what have you purchased? a. Trousers b. Jacket/ Coat c. Dress d. Shorts/Skirt e. Tops f. Jumper/Cardigan g. Shoes h. Accessories

45 42

46 Q8. What is it about Warehouse that you like and why? On the other hand, what is it about Warehouse that you dislike? Why? a. Like

b. Dislike

Q9. What would one special thing about Warehouse be that would catch your attention? High quality Bold Prints Color palette Work-‐wear style Store layout Customer service Other Q10. Would you prefer to shop for Warehouse products at physical store or online and why? a. Physical store b. Online store

Q11. Have you seen any marketing or promotion (advertisements) for Warehouse recently? a. Yes b. No

Q12. If yes, what did you see and did it encourage you to shop?

Q13. If there were one thing that would encourage you to shop Warehouse what would it be? a. Reducing price b. Collaborating with designers c. Expanding their products range d. Advertising more in TV or magazines e. Others Q14. Where else do you shop and which brand do you think as a competitor to Warehouse?

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Warehouse Filled in Questionnaire

Respondent Details Q1. Gender : • a. Female b. Male Q2. Age : a. less than 18 • b. 18 -‐ 25 years c. 26 -‐ 30 years d. over 30 Q3. Where do you live? • a. City b. Suburb C. Abroad (EU, USA, Asia, etc.) Main questions Q4. Do you keep up to date with current trends? If so how? a. Yes How? Online, Magazines, Instagram, Pinterest b. No

Q5. Have you heard of Warehouse ? • a. Yes b. No Q6. Have you ever shopped at Warehouse? • a. Yes b. No Q7.If yes, what have you purchased? a. Trousers b. Jacket/ Coat c. Dress d. Shorts/Skirt e. Tops f. Jumper/Cardigan g. Shoes h. Accessories

•

47 44

48 Q8. What is it about Warehouse that you like and why? On the other hand, what is it about Warehouse that you dislike? Why? a. Like

The prints and bold colours of their clothes.

b. Dislike

Some designs are more suited for an older person and styles can sometimes be out of date.

Q9. What would one special thing about Warehouse be that would catch your attention? High quality • Bold Prints Color palette Work-‐wear style Store layout Customer service Other Q10. Would you prefer to shop for Warehouse products at physical store or online and why? a. Physical store b. Online store

•

Easier and more efficient if I am short of time.

Q11. Have you seen any marketing or promotion (advertisements) for Warehouse recently? a. Yes b. No

•

Q12. If yes, what did you see and did it encourage you to shop?

Q13. If there were one thing that would encourage you to shop Warehouse what would it be? a. Reducing price b. Collaborating with designers • c. Expanding their products range d. Advertising more in TV or magazines e. Others Q14. Where else do you shop and which brand do you think as a competitor to Warehouse? SHOP: COMPETITORS: Topshop Zara Asos H&M Other stories Topshop

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Warehouse In-‐store interview: Warehouse store assistant

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1) What are your most popular items? At the minute summer dresses, blouses and tops.

2) Who is the target market for Warehouse? Probably 25-50, not teenagers really, although there are a few bits aimed at younger people.

3) Is this target market similar to the age group that comes into store? No, we’ve had 15 year olds come in and buy things, and people up to the age of 60 visiting the store.

4) In your opinion what is Warehouse’s brand personality? Ohh, that’s a hard question. We are just a typical high street store, although I would say we have quite a mature working style.

5) How well do you think Warehouse engages with its consumers online, both via their website and their social media? All right, we now have Instagram, I’ve not seen it on Twitter and I have that. To be honest it’s not great.

6) What do you think is the best form of advertising to generate new customers? We could maybe advertise in magazines, or have a TV ad as people like H&M has one and we don’t.

7) What do you think makes Warehouse different to its competitors? Our competitors are Zara and Topshop. Although our prices are lower and we offer the same stuff. Just not many people know of us.

8) Do you think Warehouse has what it takes to expand in to a new market such as America? Yeah, it does. We are just so underrated here in the UK, everyone drifts towards New Look and Topshop, when we offer the same things but better quality.

9) What do you think would be the best way for Warehouse to enter a new market (America)? It’s just such a dead brand; they need to advertise themselves more.

10) How could Warehouse appeal to the American market? They have just started bringing out younger things. When I first started here in September they asked me to choose a uniform and I couldn’t find anything I liked; now I’ve started a few more things that I would wear. They should continue to do this, and maybe do the same in America.

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Warehouse In-‐store interview: House of Fraser concession assistant 1) What are your most popular items?

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A lot of our best sellers have been transferred out, but the maxi dresses are popular and the summer prints are working well for us.

2) Who is the target market for Warehouse? Mainly students, probably 18-30.

3) Is this target market similar to the age group that comes into store? No, it’s different in Nottingham; we only get a few students coming in but not as many that go to the main store. We probably get mostly late 20’s and 30’s.

4) In your opinion what is Warehouse’s brand personality? They are quite a young high street fashion brand, but they do attract the workingwomen.

5) How well do you think Warehouse engages with its consumers online, both via their website and their social media? Quite good, we email out promotions, but I haven’t seen it anywhere on social media.

6) What do you think is the best form of advertising to generate new customers? Via the internet, a lot of people shop online now,

7) What do you think makes Warehouse different to its competitors? We are similar to oasis, but I think we are more fashion forward and our prints are sometimes similar. We are much better quality than some of our competitors, especially H&M.

8) Do you think Warehouse has what it takes to expand in to a new market such as America? Yeah, I can’t see why not, although Americans do like designer brands.

9) What do you think would be the best way for Warehouse to enter a new market (America)? Through one of their big department stores in America, it would save money and test if it would work.

10) How could Warehouse appeal to the American market? Maybe if they appeal to a younger market it could work, but we offer tailoring here maybe that could work too.

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Warehouse In-‐store interview: Warehouse store manager

1) What are your most popular items? The bold prints have been very popular this season, as well as our maxi dresses and and summer tops.

2) Who is the target market for Warehouse? We aim to target 18-30 year olds, but more recently we are aiming to attract more students by offering 10% student discount.

3) Is this target market similar to the age group that comes into store? Not always, we attract a complete mix of people ranging from 15 to sometimes over 60.

4) In your opinion what is Warehouse’s brand personality? I’d say they don’t really have a strong personality; we try to be on trend and offer a mature style, but I wouldn’t say we have a clear personality.

5) How well do you think Warehouse engages with its consumers online, both via their website and their social media? Okay, we have Twitter and Instagram, but I don’t think many of our customers our aware of it. We could definitely improve on it.

6) What do you think is the best form of advertising to generate new customers? Probably online or social media, everything is online these days.

7) What do you think makes Warehouse different to its competitors? I’d say the quality, but people just don’t realise that we do offer similar styles to the likes of Topshop and Zara. People just forget about Warehouse. 8) Do you think Warehouse has what it takes to expand in to a new market such as America? Yeah, I think we can. If we were able to get enough awareness out there, the US is a very large market.

9) What do you think would be the best way for Warehouse to enter a new market (America)? Probably through a concession like we offer here, opening a store straight away could be too risky.

10) How could Warehouse appeal to the American market? Promoting the high quality, mature and professional style could work; however attracting a younger consumer could be something else they could offer.

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Consent Forms:

Warehouse store assistant:

House of Fraser concession assistant:

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Consent Forms:

Warehouse store manager:

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Online Questionnaire UK:

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Online Questionnaire US:

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REFERENCES conomy of the World. Available at: Analyst (2014) PEST Analysis of USA, the Largest E http://pestleanalysis.com/pest-‐analysis-‐of-‐usa/ (Accessed: 3 May 2015). CIT (2015) US Retail Industry Outlook & Trends 2015. Available at: http://www.cit.com/middle-‐ market/common-‐interests/retail-‐industry-‐trends-‐research-‐2015/index.htm (Accessed: 3 May 2015). Harrison, M. (2014) Entering the US Retail Market. Available at: http://www.hugeinc.com/ideas/report/entering-‐the-‐us-‐retail-‐market (Accessed: 20 April 2015). Limited, B. F. (2015) Content. Available at: http://www.warehouse.co.uk/our_history/content/fcp-‐ content (Accessed: 5 May 2015). Moth, D. (2012) Multichannel shopper stats 2012: the UK and US compared. Available at: https://econsultancy.com/blog/10779-‐multichannel-‐shopper-‐stats-‐2012-‐the-‐uk-‐and-‐us-‐compared (Accessed: 29 April 2015). Sender, T. (2014) Fashion Online -‐ UK -‐ August 2014. Available at: http://academic.mintel.com/display/679743/ (Accessed: 26 April 2015). Sender, T. (2014) London Fashion Week is all about the high street. Available at: http://academic.mintel.com/display/697178/?highlight (Accessed: 26 April 2015). Women’s Bureau (WB) -‐ Recent Facts (2013) Available at: http://www.dol.gov/wb/stats/recentfacts.htm (Accessed: 12 May 2015). Women’s Fashion lifestyles (2011) Available at: http://academic.mintel.com/display/579921/?highlight (Accessed: 2 May 2015).

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LIST OF ILLUSTRATIONS

Front cover image [online] . . Available at: https://www.warehouse.co.uk/blog/2014/play/page/3 [Accessed March 19th 2015]. Image of tropical leaves [online] . . Available at: http://girlforgranted.com/2014/08/palm-‐leaf-‐print/ [Accessed April 29th 2015]. Image of Warehouse shoot [online] . . Available at: https://www.warehouse.co.uk/blog/2014/style [Accessed May 1st 2015]. Image of London [online] . . Available at: http://hdwallpapers360.com/2013/07/london-‐hd-‐wallpapers.html [Accessed May 18th 2015]. Image of first store on Argyll Street [online] . .Available at: https://www.warehouse.co.uk/our_history/content/fcp-‐content [Accessed May 2nd 2015]. Image of store on Oxford Street [online] . . Available at: https://www.warehouse.co.uk/our_history/content/fcp-‐content [Accessed May 2nd 2015]. Image of blog name [online] . . Available at: https://www.warehouse.co.uk/our_history/content/fcp-‐content [Accessed May 2nd 2015]. Image of store locations [online] . . Available at: http://www.warehouse.co.uk/store-‐locator/content/fcp-‐content [Accessed May 4th 2015]. Image of Jigsaw logo [online] . . Available at: http://www.jigsaw-‐online.com [Accessed 20th March 2015]. 61 58

62 Image of Cos logo [online] . . Available at: http://www.pubeco.fr/catalogue-‐ promo-‐magasin/cos-‐297601.html [Accessed March 20th 2015]. Image of Reiss logo [online] . . Available at: http://www.shops2b.co.uk/reiss/ [Accessed March 20th 2015]. Image of French Connection logo [online] . . Available at: http://mensweartrend.com/french-‐connection-‐mens-‐fashion-‐review-‐fcuk/ [Accessed 20th March 2015]. Image of oasis logo [online] . . Available at: http://imgbuddy.com/oasis-‐ logo.asp [Accessed 20th March 2015]. Image of Miss Selfridge logo [online] . . Available at: http://www.theoracle.com [Accessed March 20th 2015]. Image of Zara logo [online] . . Available at: http://www.super-‐cars.club/zara-‐ logo-‐images.html [Accessed March 20th 2015]. Image of Topshop logo [online] . . Available at: http://seeklogo.com/topshop-‐ logo-‐140993.html [Accessed March 20th 2015]. Image of Warehouse logo [online] . . Available at: http://blog.mallzee.com/brands/warehouse/ [Accessed March 20th 2015]. Image of London street [online] . . Available at: http://www.doctorcall.co.uk/news/ [Accessed March 19th 2015]. Image of working woman [online] . . Available: http://www.hercampus.com/school/ucsb/what-‐wear-‐job-‐interview [Accessed March 19th 2015]. Image of restaurant [online] . . Available at: http://www.rampantscotland.com/besteating/best_eating_dev_tempus.htm [Accessed March 19th 2015]. 62 59

63 Image of beach [online] . . Available at: http://www.accommodationnear.com/beach/index.htm [Accessed March 19th 2015]. Image of cocktails [online] . . Available at: http://www.diy-‐ cocktails.com/tag/fresh-‐cocktails/ [Accessed March 19th 2015]. Image of coffee and MacBook [online] . . Available at: http://alphaefficiency.com/waking-‐up-‐early/ [Accessed March 19th 2015]. Image of breakfast [online] . . Available at: http://www.vancouversun.com/health/Delicious+breakfast+recipes/119179 0/story.html?id=1191790#__federated=1 [Accessed March 19th 2015]. Image of birds eye view of London [online] . . Available at: http://www.wspgroup.com/en/WSP-‐UK/What-‐We-‐Do/Projects/LONDON-‐ BRIDGE-‐STATION/ [Accessed March 19th 2015]. Image of Zara ad [online] . . Available at: http://purphstores.atspace.co.uk/zara-‐fashion-‐clothing.html [Accessed March 19th 2015]. Image of French Connection ad [online] . . Available at: http://celebmafia.com/milou-‐sluis-‐french-‐connection-‐ad-‐campaign-‐ fallwinter-‐2013-‐71962/ [Accessed March 19th 2015]. Image of IPad [online] . . Available at: http://www.maclife.com/article/gallery/weeks_best_deals_your_mac_and_io s_device_june_5 [Accessed March 19th 2015]. 63 60

64 Image of Warehouse T-‐shirt [online] . . Available at: http://www.warehouse.co.uk/all-‐tops/dept/fcp-‐category/list [Accessed May 2nd 2015]. Screen shot of Warehouse price range [online] . . Available at: http://www.warehouse.co.uk/new-‐in-‐all/dept/fcp-‐category/list [Accessed May 2nd 2015]. Image of Warehouse dress [online] . . Available at: http://www.warehouse.co.uk/new-‐in-‐all/dept/fcp-‐category/list [Accessed May 2nd 2015]. Screen shot of Warehouse current trends [online] . . Available at: http://www.warehouse.co.uk/new-‐in-‐all/dept/fcp-‐category/list [Accessed May 2nd 2015]. Screen shot of Holiday shop edit [online] . . Available at: http://www.warehouse.co.uk/?lng=en&ctry=GB& [Accessed May 2nd 2015]. Image of Oxford Street store [online] . . Available at: https://www.warehouse.co.uk/our_history/content/fcp-‐content [Accessed May 2nd 2015]. Image of Warehouse store front [online] . . Available at: http://pixshark.com/fashion-‐shop-‐front-‐design.htm [Accessed May 2nd 2015]. Screen shot of Warehouse Instagram [online] . . Available at: https://instagram.com/warestyle/ [Accessed May 2nd 2015]. Screen shot of Warehouse Facebook [online] . . Available at: https://www.facebook.com/WarehouseFashion [Accessed May 2nd 2015]. Image of Warehouse S/S 15 [online] . . Available at: https://uk.pinterest.com/bellaladd/warehouse/ [Accessed May 6th 2015]. Image of Warehouse S/S 15 [online] . . Available at https://uk.pinterest.com/bellaladd/warehouse/ [Accessed May 6th 2015]. 64 61

65 Image of S/S 15 displays [online] . . Available at: https://uk.pinterest.com/bellaladd/warehouse/ [Accessed May 8th 2015]. Image of S/S 15 displays [online] . . Available at: https://uk.pinterest.com/bellaladd/warehouse/ [Accessed May 8th 2015]. Screen shot of Warehouse Instagram [online] . . Available at: https://instagram.com/warestyle/ [Accessed May 2nd 2015]. Screen shot of Warehouse Facebook [online] . . Available at: https://www.facebook.com/WarehouseFashion [Accessed May 2nd 2015]. Image taken from Warehouse blog [online] . . Available at: https://www.warehouse.co.uk/blog/2014/style/page/2 [Accessed March 22nd 2015]. Image taken from Warehouse blog [online] . . Available at: https://www.warehouse.co.uk/blog/2014/style/page/2 [Accessed March 22nd 2015]. Image of empire state [online] . . Available at: http://pestleanalysis.com/pest-‐ analysis-‐of-‐usa/ [Accessed May 5th 2015]. Image of J Crew logo [online] . . Available at: http://www.brandsoftheworld.com/logo/j-‐crew [Accessed March 20th 2015]. Image of French Connection logo [online] . . Available at: http://mensweartrend.com/french-‐connection-‐mens-‐fashion-‐review-‐fcuk/ [Accessed 20th March 2015]. Image of Zara logo [online] . . Available at: http://www.super-‐cars.club/zara-‐ logo-‐images.html [Accessed March 20th 2015]. Image of Topshop logo [online] . . Available at: http://seeklogo.com/topshop-‐ logo-‐140993.html [Accessed March 20th 2015]. 65 62

66 Image of Warehouse logo [online] . . Available at: http://blog.mallzee.com/brands/warehouse/ [Accessed March 20th 2015]. Image of H & Me logo [online] . . Available at: https://www.flickr.com/photos/34185388@N03/5176034722 [Accessed March 20th 2015]. Image of Forever 21 logo [online] . . Available at: http://adorosocial.com/fashion/forever21chile/attachment/logo-‐forever-‐ 21/ [Accessed March 20th 2015]. Image of New york apartments [online] . . Available at: http://www.tripadvisor.co.uk/Attraction_Review-‐g60763-‐d143362-‐Reviews-‐ SoHo-‐New_York_City_New_York.html [Accessed March 25th 2015]. Image of American working women [online] . . Available at: http://www.delfinasblog.info [Accessed March 25th 2015]. Image of American bar [online] . . Available at: http://www.designmynight.com/london/bars/fitzrovia/oskars-‐bar-‐at-‐ dabbous [Accessed March 25th 2015]. Image of beach [online] . . Available at: http://www.accommodationnear.com/beach/index.htm [Accessed March 19th 2015]. Image of cocktails [online] . . Available at: http://www.diy-‐ cocktails.com/tag/fresh-‐cocktails/ [Accessed March 19th 2015]. Image of coffee and MacBook [online] . . Available at: http://alphaefficiency.com/waking-‐up-‐early/ [Accessed March 19th 2015].

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67 Image of breakfast [online] . . Available at: http://www.vancouversun.com/health/Delicious+breakfast+recipes/119179 0/story.html?id=1191790#__federated=1 [Accessed March 19th 2015]. Image of Macy’s store [online] . . Available at: http://pixgood.com/macys-‐ herald-‐square-‐logo.html [Accessed March 25th 2015]. Image of J Crew ad [online] . . Available at: http://mackenziehoran.blogspot.co.uk/2013/04/jcrew-‐catalog-‐covers.html [Accessed March 25th 2015]. Image of French Connection ad [online] . . Available at: http://celebmafia.com/milou-‐sluis-‐french-‐connection-‐ad-‐campaign-‐ fallwinter-‐2013-‐71962/ [Accessed March 19th 2015]. Image of IPad [online] . . Available at: http://www.maclife.com/article/gallery/weeks_best_deals_your_mac_and_io s_device_june_5 [Accessed March 19th 2015]. Image of S/S 15 displays [online] . . Available at: https://uk.pinterest.com/bellaladd/warehouse/ [Accessed May 8th 2015]. Image of Warehouse photo shoot [online] . . Available at: https://uk.pinterest.com/warestyle/warehouse-‐ss15-‐the-‐inspiration/ [Accessed May 24th 2015]. Image of Macy’s logo [online] . . Available at: http://www.wcvs.com/59-‐ macys/ [Accessed May 24th 2015]. Image of Macy’s store [online] . . Available at: http://pixgood.com/macys-‐ herald-‐square-‐logo.html [Accessed March 25th 2015]. Image of black shopper bags [online] . . Available at: http://www.carrierbagforsale.co.uk/collections/cotton-‐bags [Accessed May 24th 2015]. Image of yellow cabs [online] . . Available at: https://www.walksofnewyork.com/blog/nyc-‐taxis [Accessed May 24th 2015]. Image of Warehouse photo s hoot [online] . . Available at: https://uk.pinterest.com/warestyle/warehouse-‐ss15-‐the-‐inspiration/ [Accessed May 24th 2015] 67 64

BIBLIOGRAPHY Books: Dibb, S., 2006. Marketing : concepts and strategies. 5th European ed.. ed. Boston: Boston : Houghton Mifflin. Evans, M.(.J.)., 2009. Consumer behaviour. 2nd ed.. ed. Hoboken, N.J. : Chichester: Hoboken, N.J. : Wiley ; Chichester : John Wiley. Jones, R.M., 2002. The apparel industry. Oxford: Oxford : Blackwell Science. Mooij, Marieke K. de,1943-‐ author, 2014. Global marketing and advertising : understanding cultural paradoxes. Fourth edition.. ed. Posner, H., 2011. Marketing fashion electronic resource]. London: London : Laurence King. Articles: McNamara, T. (2015) ‘H&M and Social Media: An effective market research tool’, Academia. Kaltcheva, V. etal. 2011. ‘Impact of retail environment extraordinariness on customer self-‐concept’ Vol.64(6), pp.551-‐557. Website: Analyst (2014) PEST Analysis of USA, the Largest Economy of the World. Available at: http://pestleanalysis.com/pest-‐analysis-‐of-‐usa/ (Accessed: 3 May 2015). Cit (2015) US Retail Industry Outlook & Trends 2015. Available at: http://www.cit.com/middle-‐ market/common-‐interests/retail-‐industry-‐trends-‐research-‐2015/index.htm (Accessed: 3 May 2015). Euromonitor (2012) 10 Global Consumer Trends for the Next Five Years. Available at: http://www.euromonitor.com/10-‐global-‐consumer-‐trends-‐for-‐the-‐next-‐five-‐years/report (Accessed: 6 May 2015). Euromonitor (2012) 10 Global Macro Trends for the Next Five Years. Available at: http://www.euromonitor.com/10-‐global-‐macro-‐trends-‐for-‐the-‐next-‐five-‐years/report (Accessed: 6 May 2015). Harrison, M. (2014) Entering the US Retail Market. Available at: http://www.hugeinc.com/ideas/report/entering-‐the-‐us-‐retail-‐market (Accessed: 20 April 2015). Limited, B. F. (2015) Content. Available at: http://www.warehouse.co.uk/our_history/content/fcp-‐ content (Accessed: 5 May 2015). Limited, B. F. (2015) Our product. Available at: http://www.warehouse.co.uk/pws/Content.ice?page=OurProduct&pgForward=content (Accessed: 29 April 2015).

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BIBLIOGRAPHY (2014) Available at: http://www.mintel.com/press-‐ Mintel identifies four key UK consumer trends for 2015 centre/social-‐and-‐lifestyle/mintel-‐identifies-‐four-‐key-‐uk-‐consumer-‐trends-‐for-‐2015 (Accessed: 7 May 2015). Moth, D. (2012) Multichannel shopper stats 2012: the UK and US compared. Available at: https://econsultancy.com/blog/10779-‐multichannel-‐shopper-‐stats-‐2012-‐the-‐uk-‐and-‐us-‐compared (Accessed: 29 April 2015). Newcombe, I. (2014) The Top Three Challenges Facing Retailers. Available at: http://www.sanderson.com/blog/multi-‐channel/bid/276963/The-‐Top-‐Three-‐Challenges-‐Facing-‐ Retailers# (Accessed: 5 May 2015). Sender, T. (2014) Fashion Online -‐ UK -‐ August 2014. Available at: http://academic.mintel.com/display/679743/ (Accessed: 26 April 2015). Sender, T. (2014) London Fashion Week is all about the high street. Available at: http://academic.mintel.com/display/697178/?highlight (Accessed: 26 April 2015). Women’s Bureau (WB) -‐ Recent Facts (2013) Available at: http://www.dol.gov/wb/stats/recentfacts.htm (Accessed: 12 May 2015). Women’s Fashion lifestyles (2011) Available at: http://academic.mintel.com/display/579921/?highlight (Accessed: 2 May 2015).

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