Fig.1
Student ID: N0770522 Word count: 3192
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:
Fig.2
Since Fig.3
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1988 Fig.5
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Contents Introduction Methodology
1-2 3-4
Where is FatFace now? 5-6
Brand History Brand Health Market Health PESTLE Analysis UK
7-8 9-10 11-12
UK Competitor Anaysis SWOT
13-14 15-18
Where should FatFace go? Brand Vision Brand Objectives
21-22 23-24
Brand Essence
25-26
Brand Positioning Consumer Segmentation
27-28 29-32 33-34 35-38 39-40
US Competitor Analysis SWOT Ansoff Matrix
How is FatFace going to get there? Marketing Mix Issues Entering the US
43-48 49-52
Key Conclusion
53-54
Appendix Illustration Reference Bibliography
57-60 61-70 71 72-73
Introduction This report provides information of Fat Face obtained through primary and secondary research regarding the overview and current situation of Fat Face in the UK and US. The direction of the brand future will also be included. In addition, a marketing and communication plan will be implemented concerning the challenges and opportunities the brand faces in optimising its global potential in USA.
1
Fig.8
2
Methodology Primary reseach
Secondary reseach
In order to assist with the strategies for expanding in the US, a survey was created and sent out to consumers to discover the current perception and position of FatFcae in the UK market. By finding any underlying issues, solutions can be produced to make the expansion successful.
Research in FatFace official and relative websites to understand their internal brand status and informations needed.
Furthermore, a questionnaire was given to FatFace’s employees to learn where the company sits in the current UK market and outlook of the brand, in order to identify where it sits in the US. Key competitors were highlighted to help identify US competitors and ways to improve the brand to ensure FatFace can be successful in US.
3
Fig.9
4
Where is FatFace now? Brand history
Fat Face was founded in 1988, as a lifestyle clothing and accessories retailer built on a passion of delivering fantastic product and service experience. The two young founders, Jules Leaver and Tim Slade started up by selling sweatshirts and T-shirts to fund their skiing lifestyle. From the first store opened in 1992, Fat Face has grown into a successful multi-channel retailer with over 200 stores, an award-winning store design and a fast growing e-commerce website. (Fat Face. 2018, About FatFace. [online])
5
Fig.10
1988
The founders sell T-shirts and sweatshirts from their campervan to fund their skiing on La Face, Val d’Isere.
1992
First store opens, in Fulham
1993
The first catalogue rolls off the press and is mailed to customers
1997
The women's and kids ranges were introduced
2001
www.fatface.com goes live
2002
50th store opens
2005
100th store opens
2006
Relationship with John Lewis begins
2007
Bridgepoint acquires FatFace
2010
FatFace enters into a new stage of growth.
2011
FatFace launches a full multi-channel strategy.
2012
200th store opens / New eCommerce platform lauches / New store concept lauches.
2013
FatFace wins Retail Week store design of the year award / FatFace wins Retail Week EPOS initiative of the year award.
2014
International strategy agreed.
2015
US dedicated website launched.
2016
First US store opens / Lease exchanged on a new 80,000 sq.ft Distribution Centre / Further record year of sales.
2017
Occupancy taken of the new Distribution Centre / New wholesale agreements signed with Amazon and Next / FatFace wins licensing award.
2018
Distribution Centre opens / New omni-channel strategy agreed / Target set of 10 stores in the US / First overseas department store concession to open.
To be continued 6
Fig.11
Brand Health: Sales growth
Fig.12
FatFace’s sales have a continuously growth in these past seven years. According to the financial statement of Fat Face official, compare to the revenue on 2016,the revenue grew by 2.36% to £226 million in 2017, the brand achieved annual grow rate of 47.9% for 2011-2017, which shows that Fat Face has a steady growing rate of their profit and it is a financial sustainable brand.
Social media
Fig.13
Apparently, Fat Face is active in social media, For instance, they update their facebook page nearly everyday and reply to customer’s comments. However, they could not gain much attention from audiences because they have no advertisement or promotion to gain the brand awareness.
Fig.14
Fig.16
Fig.15
7
Retail sales growth The retail segment comprises the revenue and contribution from stores, ecommerce and concessions. Retail sales went up by 1% in 2017 but underlying contribution margin fell by 1.9% impacted by unfavourable movements in the USD/GBP exchange rate.
7.9%
1.0% 2017
2.7% 2016
2015 Fig.17
Gross margin %
61%
2017
60%
2016
Fatface regularly refresh their core products and introduce new designs throughout the year to ensure their ranges are relevant and interesting for customers. Main shopper is female as womenswear accounts for 53% of our retail sales in 2016 and overall gross margin has seen improvement.
61%
2015 Fig.18
International revenue FatFace has opened an additional 3 stores in 2017 and partnerships with Next Label and Amazon commenced. They have strong growth in 2017, but from a low base which they wish for a continuous growth in future years.
ÂŁ7.6m ÂŁ5.2m
2017
2016
ÂŁ4.9m
2015 Fig.19
(FatFace., 2017, FatFace Annual Report. [online])
8
Market Health:
Fig.20
9
Brand awareness The result of a survey of exposure of FatFace advertisement reveals that they have a low brand awareness as 88% of consumers have never come across a FatFace advertisement, which limited their potential consumers because audiences unable to connect with the brand. Considering the increase usage of social media and online purchases, FatFace should contemplate their online advertisement, in order to boost their brand awareness.
Fig.21
Usage & perceptions 42% of respondents state that they have shopped in FatFace store, while 34% of them have never been to the store and the 24% left have been to the store but never shopped there. This explain that their instore usage can be fully utilized by consumers.
Fig.22
Family Outdoor Comfort Expensive Based on the primary research, customers go to the store for comfortable and outdoor wearing, however, some of the customers will not consider buying this type of apparel in FatFace as it is expensive.
Fig.23
10
PESTLE Analysis Through the pestle analysis, key factors that potentially impact Fat Face operations in their market will be identified.
How this affect FatFace
Political & Legal
Brexit will hammer out trade agreement. FatFace might need to adhere to World Trade Organization rules. By means, they might subject to trade tariffs on import and export. Escalated FatFace’s financial burden. Also, The initiation of Equality in wages, guarantee customer’s satisfaction and avoid legal actions against them by following the Sale of Goods.
Affected by the Brexit, the free trade agreement is at risk Equality in wages
Fig.24
Fig.26
Econimic
How this affect FatFace
Weak GDP growth Increased prices of importing goods Economic uncertainty
UK’s economy has suffered the weakest period of GDP growth in the first three months of 2018. “Our economy is in need of increased investment and working families are struggling with the cost of living and the burden of increasing household debt.” ( McDonnell, 2018). Additionally, In 2017, the prices in store has increased due to the Increased cost of importing goods. The inflation will lower the purchasing power of consumers. Thus, it might bring harm to FatFace. Moreover, due to Brexit, UK is currently experiencing a political uncertainty which can lower domestic consumer confidence and turn UK consumers into a more conscious spender. Surprisingly, Brexit has not significantly impacted consumer spending in the UK, as the apparel market continues to grow. For FatFace, they has continued to grow revenues every year since it was founded in 1988. By means, the brand did not affect by the economic uncertainty by now.
Fig.25
11
Social
Increasing social media influence Rise in birth rate
How this affect FatFace
"Social networking sites have become extremely popular in recent years: Facebook, for example, claims to have attracted over 800 million active members since starting in 2004 "(Journal of interactive marketing, Volume 26, Issue 2, 2012). FatFace can utilize the increasing influence of social media to wider their range of targeted demographic or penetrate deeper to the connection with consumers. Besides, The rise in birth rate can also be key to expand the brand as parents may turn out to be buying clothes for their children while also shopping for themselves.
Fig.27
How this affect FatFace
Technological
Constant evolution in technology Conduct an omnichannel retail
With more technology advances, FatFace can upgrade their garment manufacture technology so that garment producing efficiency can be enhanced. Moreover, FatFace can provide omnichannel experience to customers, reaching them with marketing, selling, and customer service no matter where they are, in order to fulfil consumers expectations. For FatFace, they have the product detail and link inserted to their Instagram posts, so that customers can easily reach to their website and make purchases.
How this affect FatFace
Environmental
“90% of global consumers are now more likely to switch to a brand associated with a good cause”(Nair, 2016). Thus, FatFace as a apparel brand has authorized many ethical responsible and environmentally friendly strategies. Such as, they committed to safeguard the animal’s welfare form on the OIE’s Animal Health Codes. In addition, FatFace will ensure their suppliers are all based on the UN Universal Declaration of Human Rights, the Ethical Trading Initiative (ETI) base code and SMETA environmental guidelines, which is responsible sourcing and cause no harm to both people and the environment.
Increase emphasis on ethical issues
12
UK Competitor Analysis FatFace as a apparel brand, targeting more function than fashion as it is a outdoor lifestyle brand. But they still provide styled apparels to satisfy market needs, which older demographic consumers with an average age of 41,appreciates. FatFace is positioned in a saturated market with similar style and price brands, like Boden, Joules, Monsoon and Next. They offer lifestyle, family, outdoor clothing in a same level of market. With a saturated market, FatFace will be difficult to stand out. In order to stand out amongst its market, FatFace should consider create a new product into a new market, to bring freshness to the consumers. Besides the similar style brands, FatFace also need to be aware of the threat of indirect competitors from online retailers like Amazon and other ‘one-stop-shop’ such as John Lewis and Debenhams, they allow consumers to shop for everything from one place, which is convenient and attractive to consumers that expect convenient and fast purchases.
Fig.28
13
Premium
Fig.29
Function
Fashion
Mass market 14
S
Swot Analysis
trengths
FatFace is a highly sustainable brand as their packaging is from sustainable sources & their aim is to use 100% sustainable cotton by 2020.
W
eaknesses
Niche market/style Although FatFace has an obvious character for its brand, but they have no distinctive signature style for apparel. They are lack of multi-channel to connect with consumers because they have no mobile app, which is inconvenient for consumers to make purchases.
They also got a wide product range and high quality clothing, which can satisfy consumers needs. Personalised customer service offer unique shopping experiences to consumers.
FatFace is an independent brand as there is no celebrities influences or sponsorship.
Strong relationship with suppliers and sourcing that ensure the quality consistency. Loyal customers based Steady financial status which provides opportunities for them to authorize different events.
15
O
T
pportunities
hreats
More social media presence (app/ platforms)
Saturated market: FatFace might not stand out
New market identified: Create a millennial friendly range
Lack of appeal to millenials due to fast growing population
Invest new fabric or manufacturing technology
Increased cost of importing groups-pricing
Utilize celebrity sponsors e.g. Vanessa Hudgens Launch concessions/pop ups and festivals
16
Fig.30
SWOT Analysis - UK The Swot analysis determine how to capitalize upon FatFace ‘s internal strengths, using them to create opportunities and potential growth of the brand, whilst also, using them to minimize the weaknesses and overcome the threats.
Key issues/challenges facing the brand FatFace positioned in a saturated market. In addition to their lack of appeal to consumers as they have no distinctive style, they will be difficult to stand out amongst its UK market. In this fast growing population and technology advances society, FatFace will be hard to connect with consumers due to their lack of multi-channel approach as they have no mobile app, which is inconvenient for making purchases. Moreover, many brand will associate with celebrities and sponsor them to wear their product, in order to gain brand exposure and link to the audiences in a friendly approach. However, FatFace has no celebrity endorsement applied, result in a weak exposure and appeal to audiences.
Key opportunities As FatFace has been successful in the their targeted range of market. Plus, they have a steady financial status, it is affordable for them to create a new clothing line to penetrate into new market. To further enhance their product function and quality, they can invest new fabric and manufacturing technology, such as water-proof product and more breathable clothing. This can also be FatFace unique selling point. What is more, the brand can utilize celebrity endorsement and use brand ambassador to gain brand exposure and build brand image. It will attract younger demographic as noted by a Y-Pulse study, 40% of the respondents admit that they are more likely to buy a product that was recommended by an online celebrity. Thus, if FatFace invites celebrities like Hugh Jackman, their brand image can be enhanced. “84% of our customers tell us that ethical concerns influence their buying decisions�. Thus, FatFace will have benefits as they are already an ethical sustainable brand.
17
Fig.31
18
19
Where should FatFace go?
20
Fig.32
21
Brand Vision
everything
FatFace lives by a simple vision:
ABSOLUTELY
WE DO IS
loved FOR LIFE
designed
TO BE
outside 9-5 BY ALL OUR CUSTOMERS
(FatFace. 2018, Our vision. [online]). Encourage and inspire customers to take a break from busy and hectic lives, to embrace life and seek out new adventures and experiences. Influenced by its vision, they aim to give the best product and experience to customers, no matter from product development, instore design and customer services. This vision will be easily transferred to the US, as US values outdoor activities, also, healthy lifestyle is prevails. Additionally, with good quality and wide product range, FatFace will be easily accepted by US consumers. Fig.33
22
Brand Objectives
FatFace’s objective is to bring great values to consumers wherever and whenever they engaged by offering trusted quality with considered style clothing. This enable FatFace to drive growth of their core retail business. They also looking to grow its routes to market both in the UK and internationally, such as United States, FatFace would like to open a trial of stores on the east coast of the United States and a dedicated website for the US, which is now they are achieving.
23
Fig.34
24
Fig.35
Fig.36
Brand Essence BE PASSIONATE ABOUT OUR
EMBRACE
customers
life outside
Explore
PLAY AN
active
MAKE IT
9 TO 5
NEW IDEAS
PART IN THE
team
happen
FatFace has their core essence that they want to maintain across their communication towards customers. Also, their brand essence is not specific on one market which makes their brand more easily accepted and suit the global market.
26
Brand Positioning FatFace currently placed in a older demographic market with average age 41, and 78% are married or cohabiting and more than 40% with kids under 16. Female is the main consumers as 50% of sales are come from women. FatFace provides apparels that are distinctively casual, made using high quality materials and built to last to those who values to live a plentiful lives that full of outdoor activities and joyfulness.
27
28
Fig.37
Consumer Segmentation
Targeted consumers in UK : Age: 35-59 Gender: male/female Lifestyle: family-orientated/social
Fig.38
Potential consumers in US : Age: 20-35 Gender: male/female Lifestlye: active/social/adventurism
Fig.39
29
Fig.43
Targeted consumers in UK
Fig.40
Fig.46
Fig.44
Fig.41
Fig.47 Fig.42
Fig.45
This is Anne, she is 41 and lives with her husband, two kids and a golden retriever in Brighton. They own a tiny cafe at the seaside. Anne loves go to the beach to have a walk with her family and dog. She also enjoys spending time with friends, inviting them to her cafe. Anne is an active talker, She enjoys sharing moments of life and positive thoughts to people around her. On the weekends, she usually goes with her family and their dog on hikes, picnics or any activity that involves being surrounded by nature. They value family trip, as it is a time for them to explore the outside world together and create memories between them. Anne loves FatFace not only because of the products quality but also their action towards animal welfare and their unique ethical policies.
30
Fig.53
potential consumers in US
Fig.50
Fig.54
Fig.48
Fig.51
Fig.55
Fig.52
Fig.49
Jack is a 21 year old youtuber currently attending a Film Studies degree at Stanford University. He loves outdoor activities such as hiking, mountain climbing, cycling and surfing. Spending time with friends at the beach is one of his favorite moments. As a youtuber, his aim is to share a value of ‘stay fit and travel’, with a healthy and strong body, he can explore the world and eat what he loves. In his youtube channel, he shares his adventure life and good food. Jack also care about the world, he would like to see the world with sustainable environment that animals can be able to live well in their habitat.
31
Fig.56
Fig.57
32
Premium
Fig.58
Function
Fashion
Mass market 33
US Competitor Analysis FatFace has similar competitors to UK in US, such as Boden, Monsoon and Joules, but there is a slightly premium brand which is a strong competitor for FatFace --- Everlane. However, FatFace has a more attractive point as they have a lower product price. But FatFace need to be aware of some indirect competitors that positioned in a mass market, like Joe Browns, Life is good which offer wide product range with lower price than FatFace. To stand out among its competitors, FatFace can utilize their british heritage and their good cause,also position itself as an exclusive British brand, charge higher price in US, as compare to UK consumers, US consumers are more comfortable spending money. (Visual DNA in Chahal. 2014, How UK ans US consumers’ spending habits differ. [online])
Fig.59
34
S
trengths Wide range High quality product Highly sustainable brand New brand bring freshness and excitement to US consumers Personalised customer service
O
pportunities
Introduce British culture and heritage to those who desire for all thing British. More social media presence (app/platforms) Create a millennial friendly range Celebrity sponsors such as Vanessa Hudgens Launching Concessions/pop ups and festivals to gain more brand exposure in order to build brand awareness and encourage word-of-mouth recommendations from consumer-to-consumer.
35
W
eaknesses
New brand into a new market which has a low brand awareness and need to use long time to build brand reputation.
Will be challenging for FatFace to build loyal customers, as most of the consumers has their own prefered brand already. Has still to achieve massive growth in US since launch in 2016, which need a huge financial support. Weak social media presence
There are numerous brands offer lower price than FatFace, which will scatter FatFace targeted consumers. The size in US and diversity of culture across varying regions Lack of appeal to millenials due to fast growing population
T
hreats
Increased cost of importing groups-pricing, which increase their financial burden.
Fig.60
36
SWOT Analysis - US Key issues/challenges facing the brand Although FatFace has already opened 6 stores in the US, they still have a low brand awareness which launching concessions or pop up store and festivals could help them to access to consumers in a lower costs. For FatFace, they have a small amount of followers, which is 194k less than its competitor Boden and 456k less than its US competitor, Everlane. As today’s consumers keen to shop online, also, Americans spend an average of 2 hours and 6 minutes on social media every day, and over 8 hours on the internet in general. (Translate Media., 2018, USA Social Media. [online]) FatFace will fall behind due to their weak social media presence. To deal with this issue, FatFace can focus on online advertisement such as the sponsored advertising on Intagram. Might not be accepted by majority US consumers as they have diverse culture in various regions.
Key opportunities Noted by a Y-Pulse study, nearly half of the respondents admit that they are more likely to buy a product that was recommended by an online celebrity. Thus, by sponsoring celebrities to wear their product, consumers will be more likely to buy a FatFace product as their idol is wearing. Also they can build up brand reputation by selecting brand ambassador that represent their image. As a new brand, FatFace can start it as a fresh brand which targeting both older and younger demographic, create a millennial friendly range by launching new clothing line that suits younger demographic, at the meantime, increase social media presence and promoting their good cause to environment would attract millennials. Make good use of their British heritage, attract those who love and accept British cultural. Americans value outdoor activities and put emphasis on healthy lifestyle. Hosting activities like hiking and cycling would captivate customers to engage in and build brand loyalty. Also helps promoting FatFace product.
37
38
Ansoff Matrix Exiting products in exiting market Develop loyalty card scheme, reward loyal customers base on points that they saved up to purchase products. Open stores in large shopping centre, retail agglomeration might increase the chance of customers to shop, as customers will be inside the mall for a period of time, but not just passing by.
Exiting products in new market Host festival pop ups in camper vans that links back to the brand heritage. Expand into a younger market, offering student discount for university students would further encourage growth in this market.
39
New products in exiting market Launch new products in window display with eye catching decorations that link to the brand heritage, in order to attract pedestrians. Introducing new product line, with more functional apparel such as hiking stick, sunglasses or rubber rain boots, to emphasize FatFace brand essence and stay fresh to consumers.
New products in new market Promote via social media, gain more brand and products exposure. Sponsoring online celebrities to promote the well function of FatFace products. Offers personalized customer services, this would create better connection with consumers.
40
Fig.61
Fig.62
How is FatFace going to get there?
Marketing Mix Product Actual product: FatFace offers broad range of products in high quality and ethical responsible: womenswear, menswear, kidswear, footwear and accessories which give FatFace a USP because of the great values of clothes.
How FatFace meets the consumer needs: FatFace can adjust their size measurement on both online and physical store, as US has a different size measurement. This can bring convenience when customers making purchases. They can also seek for customers feedback by sending post-purchase emails, complementary products in relation to previous purchases can be further recommend to customer in order to show how the brand consider customer needs and develop good connection with them. In long term, it could gain brand loyalty.
Expect core product Beachwear and T-shirt will be core product for FatFace because of the hot weather in US. FatFace can focus on those products and further enhance the product designs and fabric quality.
Fig.63
Fig.64
43
Fig.65
Fig.66
Fig.67
44
Price FatFace current pricing strategy: FatFace is a full price retailer and this is central to the brand. (FatFace., 2017. Annual Report. [online]). They launched a ‘Price Promise’ which their prices would not be discounted before Christmas. It meant customers could trust their price integrity at a time when they were buying gifts for their families and friends. FatFace also not to discount on Black Friday and as an alternative the “Thanks for Giving” campaign was run and donated £100,000 to over 150 local charities in the UK.
How pricing should be adjusted for the US market: FatFace can offer medium price but slightly higher than the price they sale in UK, emphasis their trustable product quality and show that the brand aim to protect environment and support local community, in order to create a premium British brand position in the US. Their current price strategy should continue, as a brand’s good act can bring emotional impact to US consumers.
45
Fig.68
Fig.69
Fig.70
46
Place Current UK distribution channels:
Current US distribution channels:
FatFace’s retail stores are diverse and span the UK with many uniquely positioned to reach customers in close proximity to where they live, travel and holiday. They also have a very successful ecommerce business, plus a network of wholesale partners which comprising their profit and growing their store estate.
In the USA, FatFace stores can be found along the East Coast, in small, local towns; mirroring the approach to retail footprint in the UK. Dedicated website launched in 2015 allow US consumers access to their entire range with easy browsing and purchasing. In addition, whether the user is on a desktop, tablet or mobile device, the website can adapt to it and being viewed which gives immediate access to more products.
How to further enhance their distribution channels in the US: Instead of developing the online channel, physical connection to the consumers is also important to a retail. FatFace can sell their products through concessions and wholesales partnership in nationwide department stores like Macys in Los Angel and Barneys New York.
Fig.71
Fig.72
47
Promotion
Fig.74 Fig.73
Method will be used in the US: Print and online advertising
Coupons and vouchers
FatFace can utilize print and online advertising to make connection with wider consumers based in the US. GQ magazines and Glamour are suitable for FatFace, as 60% of Glamour’s readers are aged between 25 to 44, which covered their targeted and potential consumers. GQ magazines which targeted men can also boost FatFace menswear profit. FatFace can also advertise online through sponsored posts on social media. They can target different range of demographic by adjusting the content of the posts. This is an effective way to maximize the chance to connect with consumers. In addition, FatFace can transmit the brand identity and communicate brand message through digital campaign. Such as the family theme which will create emotional connection with consumers as US consumers put family value at the forefront.
Coupons and vouchers can be used to attract consumers. For example, digital coupons with unique code will be given if customers liked their social media account and share to ten friends. This encourage customers to make purchases with benefits and promoting the brand at the same time.
48
Fig.75
49
Issues Entering The US As FatFace has already entered into the US market, issues are identified and solutions below will be helping FatFace to further drive growth in the US.
Fig.76
Issue 1 Issue: Lack of advertising/ Social media engagement / PR Solution: launching campervan festival pop ups. Challenge: This might be an outdated brand perception
From YPulse, 74% of American 13-33 year olds would rather spend their money on experiences over products. Considering the Experience More Mega Trend, where experiences are prioritised over possessions, FatFace could set up campervan pop-ups at festivals and sell their existing range. This experience will not only appeal to a millennial audience but it will bring the experience and heritage element back to the brand which will form more of a social buzz from an American market and in turn boost their user generated content on social media.however, their outdated brand perception as noted by our survey findings may minimise the impact of targeting festival goers.
Fig.77
50
Issue 2 Issue: Lack of appeal to millennials Solution: create millennial range Challenge: Market saturated that FatFace could not stand out. Based on the SWOT analysis, FatFace succeeds in offering a wide, high quality product range. However, it does not appeal to millennials because there is no exciting product offering for them. Considering American consumers’ love of celebrities, launching a new line tailored to millennial taste, that is promoted via a celebrity could dramatically increase brand awareness. For instance, Vanessa Hudgens, a self-confessed festival lover, could be the perfect fit when looking for someone to revive the brand. However, FatFace needs to consider that when repositioning their brand they will face new competitors as they are entering a saturated market.
Issue 3 Issue: Lack of omni-channel retail Solution: establish a mobile app Challenge: May not be enough to persuade millennial Considering the Shopping Reinvented Mega Trend, consumers want to make purchases across many different platforms and Fat Face must be prepared to engage anytime and anywhere. For Fat Face, this has meant that 73% of their web visits are being generated through mobile devices. Hence, one of Fat Face’s weaknesses, is their lack of omnichannel retail, as they have only online and physical store but no mobile app. Due to omni-channel retail importance, FatFace need to incorporate technology into stores. A mobile app can be establish to allow them to scan the products online or in stores that providing information of the products, also could ask for advices, recommendations or question the staff through the mobile app. With m-commerce growing rapidly, 60% of online US consumers now using mobile technology for shopping. This is a chance to stand out amongst its uk competitors that have launched in the US like Boden or Joules that don’t have an app. However, a mobile app does not guarantee its appeal to millennials.
51
Fig.78
Fig.79
52
Key Conclusion To conclude, Fat Face has the potential to grow in the US market, by targeting both their original customers, whilst also expanding their reach, through reinventing their current brand image, with the aim of appealing to a wider demographic, such as the millennials.
USA entry strategy Although FatFace has already entered into the US market, they should keep the brand fresh and its excitement towards consumers by holding different events regularly and emphasize on social media promotion. Before further opening physical stores, they should analysis and monitor the online store data, to minimize their loss of launching physical stores in an inappropriate time. When considering the best location to launch, FatFace can track the region that gives the highest sales, so that they could cater consumer needs in particular region.
Optimizing global strategy FatFace should be more transparent to consumers. Instead of selling clothes, FatFace is supporting the community and protecting the environment with warm heart. Good behaviour will appeal to consumers no matter in what countries. It can maximize the chance for them to drive growth globally.
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Fig.80
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Fig.81
Fig.82
Fig.83
Appendix Consent Form
57
58
Survey Resule Q1
Q2
Q4
Q5
Q3 Q6
59
Q7
Q8
Q10
Q9
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Fig.6 Mountain Climbing2013. [online]. Zebra Tales. Available at: http://blogs. groton.org/zebra-tales/2013/09/04/mountain-climbing/ [Accessed 6/1 2018].
Fig.7 BAKER, T., 2017. Summer Adventures on The Alps For Couples Who Find Romance in Adrenaline [online]. Hero and Leader. Available at: https://hero-andleander.com/summer-adventures-on-the-alps-for-couples-who-find-romance-inadrenaline [Accessed 6/1 2018].
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Fig.9 PNWONDERLAND, 2015. Dof and VW buses [online]. Instagram. Available at: https://www.instagram.com/p/9rpLeVvP7G/ [Accessed 6/1 2018].
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Fig.10 PARKER, W., 2018. 10 Good Ways to Let Your Children Know You're Proud of Them [online]. Very well family. Available at: https://www. verywellfamily.com/ways-to-show-children-youre-proud-4123842 [Accessed 6/1 2018].
Fig.11 ELKINS, S., 2016. Campfire along the river [online]. Instagram. Available at: https://www.instagram.com/p/BDcG3YORELu/ [Accessed 6/1 2018].
Fig.12 Family photo forest2014. [online]. London mums magazine. Available at: http://londonmumsmagazine.com/activities/inspired-british-wildlifephotography-awards/attachment/family-photo-forest-1/ [Accessed 6/1 2018].
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Fig.20 Our products2018. [online]. FatFace. Available at: https://www. fatfacecorporate.com/who-we-are/our-products.php [Accessed 6/1 2018].
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Fig.29a John Lewis Logo2018. [online]. Coupon Mama UK. Available at: https:// couponmamauk.co.uk/john-lewis-logo/ [Accessed 6/1 2018].
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Fig.30 French Alps2014. [online]. Wallpaper Abyss. Available at: https://wall. alphacoders.com/big.php?i=468414 [Accessed 6/1 2018].
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Fig.39 Friends Standing By Car On Coastal Road At Sunset2018. [online]. Official Divinea. Available at: https://officialdivinea.com/2018/01/16/surprisingplaces-to-find-new-friends/ [Accessed 6/1 2018].
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Fig.48 FLINT, S., 2017. Teens at the beach [online]. Stephen Flint Photography. Available at: https://www.stephenflint.com/New-Work/Teens-at-Beach/3 [Accessed 6/1 2018].
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Fig.58c Life is Good Logo2016. [online]. Life is Good. Available at: https://www. facebook.com/Lifeisgood/ [Accessed 6/1 2018].
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Fig.68 Thanks for Giving2017. [online]. FatFace. Available at: https://www. fatfacefoundation.org/ [Accessed 6/1 2018].
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Fig.76 Sweet family2017. [online]. Sweetliv Phtography. Available at: http:// www.sweetlivphotography.com/blog/2017/11/17/family-time-rochester-nyfamily-photography [Accessed 6/1 2018].
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