Brand Comparison Report By Caitlin Anderson
01 Abstract 02 Introduction 03 Methodology 04 Results
Contents
16 Discussion 24 Conclusion 25 Appendix 41 Reference List
Abstract My aim in this study is to look at a similar product in three different brands to receive an understanding of the different design and marketing mix strategies that occur when aiming at different market levels. My report looks at Primark as a value market level, Zara as a middle-market level and Celine as a luxury market level, the brands I have chosen demonstrate different methods of the marketing mix clearly showing accurate comparisons.
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Introduction
Methodology
The marketing mix consists of four aspects, product, price, place and promotion; they all contribute to the successful marketing of a brand. Product relates to “product design, style, fit, sizing, quality, fashion level as well as performance and function”, price consists of “manufacturing costs, wholesale and retail prices, discounted prices and (…) margin and profit”, Place is about getting “the right product to the right place at the right time and in the right amount” and finally promotion is all about “communicating with customers” (Posner, 2011). Throughout this project I have done both primary research and secondary research to get as much understanding of the marketing mix within the three brands as possible. Celine has a target market of the age 25-60 and they tend to be upper or upper middle class people (Wang, 2014). Zara caters for a target market of men, women and children who are value conscious and sensitive to the latest trends in the fashion industry (Gudz, 2013). Primark has a target market of fashion and cost conscious consumers who want value for money.
I have done both primary and secondary research with all three of my brands. I conducted primary research and went into the Leeds Trinity Primark store, I chose a suitable product to take pictures of for my research as there is not an online store to choose a product from. I also tried on the skirt that I chose to see first hand what the quality of material was like and how it sat on the body taking notes of any necessary garment details. I also conducted similar primary research for Zara by going into the local Leeds store on the high street, through doing this I was able to observe stores atmosphere ready for comparison. When choosing the brand Celine I did not take into consideration at the time that there was not a Celine store in Leeds, fortunately as I live in Dubai I was able to conduct in-store observation. However, I could not find a suitable product to go with my other product so I chose a product from an online store, which sells Celine instead. I considered changing my brand, as the product research has been very challenging. However, I chose Celine as it presents good opportunities for comparison towards my other two brands regarding the trickle down effect and the fact that
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like Primark it also does not sell products online.
Results
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y primary research consists of three tables that I produced from in store and online observation, which I gathered together across the period of a week (11th of April – 17th). These observations allowed me to be able to gather information on my chosen product and brand. My secondary research consisted of online research using keynote, Mintel and the brand websites. Through this research I was able to receive details on my product’s design, colour and sizes as well as gathering images. I conducted this research on the 11th of April. When I was doing my initial research I took note on how user friendly the websites were, as well as taking any notes of promotions across all three brands.
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A
ppendix 1 shows an analysis and comparison of the three brands online presence (see appendix 1 table 1). The table allowed me to compare and contrast – • Product descriptions • Style and fit • Selling quality monitor • User friendly features • User interactions • Additional features
The results from this table have enabled me to compare the website quality and services that the three brands provide to the consumer from the different market levels. Both Primark and Celine do not have an online store. However, they have a webpage informing the consumer of products, campaigns and store locations promoting the brand. I went in store to get product details for Primark on the 22nd of April where I tried on the product and took down details. Celine has been a challenge but fortunately with my home in Dubai I was able to visit the store there to conduct in store observation but they did not have the product that I wanted so I took information for the product of online retailer Yoox who sell Celine products. 6
Figure 1&2&3 - Primark 4&5&6 - Celine 7&8&9 - Zara
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I
visited Celine in the Mall of the Emirates on the 15th of March when I was back home in Dubai for the Easter break, unfortunately I could not find the product that I wanted but I was able to observe the ambience and environment of the luxury brand for comparison. I visited both Zara and Primark on the 12th of April in Leeds city Centre where I conducted in-store observation and analyzed the product. My findings from visiting all three stores allowed me to be able to create a table to compare: • Store location • Atmosphere • Window Displays • Customer service • In-store promotions
The results have shown me the clear difference in quality of service that the three market levels provide in-store (see appendix 1 table 2).
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Figure 10&11&12&13 - Zara Store 14&15 - Celine Event 16 - Mall of the Emirates 17 - Emirates 18&19&20&21 - Primark store
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y chosen product can be seen on the following pages with the images from Primark being my own, taken in-store and the images for Zara and Celine taken from online. I created a table to compare and contrast (see appendix 1 table 3):
Product
• Price • Material Quality • Design features • Wash care • Added value
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Primark 6.00 GBP 13
Zara 12.99 GBP 14
Discussion
Celine 715.00 GBP 15
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Product
Promotion
Primark is associated with the ‘trickle-down effect’ (Posner, 2011). It takes trends of the catwalk and turns them out in the masses creating fashionable products at very low prices, enabling anyone to be fashionable. The main product category for Primark is women’s wear, 18 million adults buy clothing from Primark and it is now one of the most popular value clothing chain (Mintel, 2009).
Primark prefers to let the customers do the talking; they do not spend money on advertising with you only seeing an advertisement from them when Primark is about to open a new store (Primark, 2016). They take advantage of free social media platforms like Instagram, Facebook and Twitter to promote themselves with no cost.
P
rimark opened its first store in Dublin in 1968 under the name Penneys (Primark, 2016) and now is one Europe’s leading fashion retailers. Primark caters for baby and kids, women’s, men’s, home ware, accessories, beauty products and confectionery showing just how diverse its range is catering for a wide target market. They contain sub brands such as early days, atmosphere and rebel to name a few, the largest store that Primark operates is in Manchester and it spreads over three floors (Primark, 2016).
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Price Primark is a value market brand; their products are relatively cheap aiming at a low-income target market. The garment that I chose costs 6.00 GBP; compared to Zara and Celine this was very cheap. Primark orders their most popular products in high volume so that their supplier can give them the absolute best price; they keep their overheads low to keep the prices low (Primark, 2016). They choose suppliers who keep the costs low by using ‘streamline production’ methods; they aim to have the most efficient manufacturing process to keep the fashion cheap. Primark does not do any expensive campaigns, “We prefer to let our customers do the talking” (Primark, 2016) which allows them to keep their prices low.
Figure 22 - Primark Logo Figure 23 - Primark Promotion
Place
Primark is located on the high street, the funds that it receives get invested into making the brand worldwide, and they currently have 290 stores across the UK, Ireland, Europe and the USA. Primark is giving other retailers a run for there money with Primark opening stores in New York, Philadelphia, Massachusetts, Connecticut and New Jersey to name a few, supposedly Primark is eyeing locations similar to there main competitor H&M.
See Appendix 2 - Primark swot 1 for a swot analysis on Primark. See Appendix 3 table 4 for the effect of marketing mix on pricing 18
Product Promotion
Zara does not spend funds on big advertising campaigns and focus’s on using the Internet marketing opportunities available to them like social media and their online store. Due to the fact that they to not follow an advertisement plan people do not know about new products or promotions that Zara has. In a study 73% of people said Zara needs to improve their marketing communication mix (Gudz, 2013). (See appendix 5 results 2 for more feedback on Zara’s promotion)
Zara manufactures and sells a range of products for women, men and children. Featuring clothes, shoes and cosmetics. The products are fashionable and unique; they manufacture their own products so therefore they are able to create new designs faster than any of its competitors enabling them to keep all their products fresh and trendy. Zara’s fresh inventory is one of their main marketing strategies with them able to stock their stores with new designs two times a week, if a product is not selling they immediately take it out of the stores (Bhasin, 2015). Zara is renowned for creating look alike clothing similar to that of luxury brands such as Celine, this is what the consumer loves as it is fashion from the catwalk at affordable prices (Gudz, 2013).
Z
Price
Zara is a middle market brand aiming at those who are not high earners Place but still with to purchase all of the latest trends. The product that I have Zara is found on the high street and is located in 88 countries with Europe chosen is 12.99 GBP showing the difference between the other two market being a prime location for its stores. Like Primark, Zara uses its money to levels, Zara is affordable but more expensive and better quality then Pri- open new stores instead of using it on Promotion (Gudz, 2013). mark. Zara has seasonal sales as well as regular sales to get rid of old stock when the frequent new stock comes in (Gudz, 2013).
ara was founded in 1975 by Amancio Ortega and is a mid-market Spanish clothes and shoe manufacturer, it is one of the biggest retailers in the world and is owned by Inditex. Zara is made up of 2.100 stores located in the leading cities across 88 countries and has a creative team made up of over 200 professionals (inditex, 2016). Zara has been described by Daniel Piette, Louis Vuitton Fashion Designer as “Possibly the most innovative and devastating retailer in the world” (Lee, 2015).
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Figure 24 - Zara Logo Figure 25 - Zara Promotion
See Appendix 2 - Zara swot 2 for a swot analysis on Primark. See Appendix 3 table 4 for the effect of marketing mix on pricing 20
C
eline is a luxury French fashion brand, which was founded in 1945 by Celine Vipiana. Celine is renowned for selling ready-to-wear clothing, bags and footwear of a very high quality; Celine has an aim to create timeless fashion as well as instantly recognizable advertising campaigns and retail environments. Most funds are put into making the Celine image desirable; therefore, it takes its place as a high-end luxury brand (LVMH, 2016).
Promotion
Product
Celine has created an iconic trait where having a Celine bag is a must have in a fashion wardrobe, the products focus less on trends and more on creating a wardrobe; the aim is to create products that will “stand the test of time” (Philo, 2014). Bags and accessories are the most famous and successful products that Celine carries with three lines, Cabas, Luggage and Classic, they are simple but distinguishable as the brand. They are a timeless with the line adding new colours and designs to the lines over the years. One of the most iconic pieces is the ‘Trapezoid’ shaped luggage, which has now become a trendsetting piece copied by mass market and other luxury brands (Fashionbi, 2014).
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Celine likes to use traditional advertising when promoting the brand, being present in upscale magazines and newspapers is key to bringing the customers in. Celine does not use any social media and is adamant about keeping their presence online to a minimum, they only have an official website that does not even contain an online store. Celine has a great fear of copycatting and overexposure of the brand and therefore restricts smartphone pictures being taken at presentations and in the workplace. Photographs from the supplier can only be released once the collections have arrived in store (Wang, 2014) showing the strict rules that are enforced to retain the brands image and promotion strategy of anticipation. The luxury brand holds two annual runway shows in Paris, where the brand promotes and showcases its “elegance and creativity” (Wang, 2014). The image of Celine is everything for the brand and they obtain a “full look policy” when working with magazine, that “forbids editors to mix Celine with other brands in the layouts” (Wang, 2014), they do not want to be associated with any other brand and take pride in their appearance with the little promotion that they deliver.
Price
Celine is not a brand for those who do not have money to spend, their product prices range right up to $30k (Wang, 2014). Celine sells its elite products at a cost that it is above its luxury brand competition, as it tends to appeal to the consumer more as it makes the product appear more exclusive. Not very many people will be able to afford the product and therefore only the upper class can obtain it making it become a product of status and representation of the luxury lifestyle that one leads. Through having high prices the brand creates a lifestyle for the brand in itself of luxury and glamour and therefore attracts the customers that they want to see associated and wearing the brand, “A business producing a high end good or service might add a premium to its advertised cost (…) to attract more affluent customers” (Wang, 2014).
Figure 26 - Celine Logo Figure 27 - Celine Promotion
Place
Celine is not looking to multiply its presence in cities but ensure that they have relevant stores in important cities (Wang, 2014). They plan to expand their presence in the United States and China, specifically in Hong Kong and Los Angles. A lot of Retailers love Celine and want to carry the designer in there stores, Bergdorf Goodman plans to ‘revamp’ its ground floor accessories area that is located on firth avenue purely around Celine and other well respected luxury brand Chanel. With Celine deciding not to sell their products online, where the brand is positioned regarding place is very important to get to its target market and be successful.
See Appendix 2 - Celine swot 3 for a swot analysis on Primark. See Appendix 3 table 4 for the effect of marketing mix on pricing 22
Conclusion
Comparisons A
comparison can be made between Celine and Primark as they both do not sell online, as a value market brand Primark choses not to sell online as it would be unrealistic with their low prices. If they were to sell online the price of postage would match if not be the same price as some of their products, most items that are ordered online get returned and John Bason, who works for parent company Associated British Foods says that it is just added costs. You have to have someone to deliver, pick up the product and someone to put it back into the store, with a lower price point the online store does not fanatically make sense (Hiscott, 2014). However, the idea of having a click and collect could be something that Primark should consider. With the modern consumer demanding everything to be available to do from home the idea of ‘click and collect’ could be a good online development for Primark, which is not too pricey for the company. In comparison to Primark Celine looks to keep their products exclusive, having an online store would remove some of its exclusivity; the brands goal is to “preserve the quality of the brand” (Mau, 2014). Fellow luxury brand Chanel states that fashion is “about clothing and clothing you have to see, to feel, to understand” (Mau, 2014). Another comparison that can be made throughout the three brands is the trickle down effect that can be seen from Luxury brand Celine to Middle market Zara and Value market Primark. Balmain loves the fact that Zara copies designs from luxury brands, “they mixed a Celine shape with my Balmain print! Well done! I love that” says Olivier Rousteing (Milligan, 2014). The consumer loves the fact that Zara and Primark copy Luxury market styles as it makes catwalk fashion affordable and therefore makes this a major selling point for them. (See Appendix 3 for further details on comparisons)
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o conclude, my research is valuable for my chosen brands as it distinguishes the different market levels through the various marketing methods that they use. It also shows the similarities throughout the three brands, for example Primark and Celine both do not sell online. My research shows the comparison as to why they do not have an online shop and how it benefits or does not benefit the brands. Celine’s aim to keep the brand exclusive means that they do not want to have an online shop, however there presence online needs to be more substantial with the general consumer desire for everything to be technological. Primark’s low prices means that it would unrealistic to have an online shop with the costs that come with it and the postage costs being most of the price it would not appeal to the consumer. The information that my research has contributed can be found from the outcome of my surveys, each of my chosen brands have limitations within their promotion. Consumers want to see Celine have a bigger online presence through social media, Zara needs more campaign’s with its consumer not feeling like they are kept up to date with new collections and finally Primark’s lack of advertising campaigns leads to the fact that if the consumer is not present on social media they never hear about them (See Appendix 4 for suggestions/opportunities that the brands could take). The limitations of my research are that my primary research consisted of information taken from Leeds stores only, and a visit to Celine in Dubai. This has made my research very subjective and not necessarily generally accurate. To improve this, visiting different stores around the UK would have been more beneficial and made my research more accurate.
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Table 1 - Online Service Comparison This chart shows the online service side by side for comparison.
Appendix 1 - Primary research tables These tables show primary research I conducted in-store and through the online website’s to retrieve information on the brand and my chosen product to show comparisons.
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The Brand
Product descrip- Detailed fitting/ tion styling advise
Customer Reviews
Selling quality monitor
Other user-friendly features
User interactions Additional fea-social media tures - promotional mix
Primark
None
None
None
Simple easy website.
Store locator
Webpage
Zara
Mid-length skirt Black
Mid-length skirt with elastic waist
None
Celine
None
None
None
Nude colour Store locator scheme website reflecting the brand, more visually pleasing than in store! Sleek website Store locator creating a good representation of the brand’s image.
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Twitter Instagram Facebook Online store Webpage
Online website that shows product range, ethnicity of the brand and promotions. Option to join a newsletter
Online website that shows catwalks, campaigns and new seasons.
Table 3 - Product Details This chart shows details on the product from each of my chosen brands side by side for comparison.
Table 2 - In-Store Comparison This chart shows my in-store observations side by side for comparison. The Brand
Place- Easy to access? Expensive location?/ Category location/ layout
Visual merchandising /window display/ Shelf allocation
Primark
Trinity centre location - rear end next to H&M. Easy access
Zara
Easy access from main high street, placed near to the Victoria quarter, which contains luxury brands. Ordinary layout
Product shoot campaigns in win- Messy unorganised atdow display along with manimosphere, visually pleaskins wearing products. ing in some areas of the store but not consistent. A lot of availability
Celine
Easy access located on floor one of Mall of the emirates making for an expensive location surrounded by other luxury brands.
Visually pleasing sleek window displays featuring products and two product photo-shoot images on either side of the entrance door.
Sleek window display with sealing high windows allowing the entire shop to be on display with very little products on show right in the window. 27
Store atmosphere/ ImCustomer service/ age/ Assortment variety/ After sales service/ Availability Warranty
Surprisingly messy, very dull store atmosphere with no photographs or campaigns around the store. Neutral colours, not visually pleasing. Elegant, luxury atmosphere with marble displays and a limited amount of products on display.
Not very much customer service, impersonal shopping experience Very bad customer service with unhelpful staff, reflecting badly on the brand. Professional service, doorman welcoming and seeing out the store by opening the door.
Package/ Instore promotions Good in-store promotions, a lot of reductions when I visited the Leeds store. No instore promotions on my visit -
Product
Price
Material Quality
Design Featuress
Wash Care
Added Value
Primark
6.00 GBP
Low Quality
Slit, solid colour, elastic waist, no pockets, unlined, mid rise
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No added value
Zara
12.99 GBP
100% Cotton
Solid Colour, mid rise, no pockets, unlined
Celine
715 GBP
84% Wool 15% Linen 1% Cotton
Flannel, solid colour, mid rise, zip, rear closure, no pockets, unlined
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Primark Swot 1 Strengths
Weaknesses
Opportunities
Threats
- On trend fashion at low price points - Wide range of products, large stocks and general sizes making it suitable for a large target market - Active on social media
- No online store - Messy, big stores, long queues - No exclusivity as everyone can afford and access Primark products with it being at the bottom of the market - Some products are poor quality - Target market is not defined as they have such a wide range of products on offer
Appendix 2- Swot Analysis “A SWOT analysis is a tool that identifies the strengths, weaknesses, opportunities and threats of an organization. Specifically, SWOT is a basic, straightforward model that assesses what an organization can and cannot do as well as its potential opportunities and threats.�(Investopedia)
- Promotion developments - Global market - Asian market - Developing E Retail - Digital technology in store - Improving the visual merchandising and layout of the store to make it more appealing and easy to find things - Make products for plus sized people to increase the product range even further - Collaboration with luxury brand to make it more appealing to those who shop at various market levels 29
- Copycat products - A lot of competition within similar markets, similar market level brands offering products for similar prices that are better quality - Bangladesh factory collapse has given Primark bad press - Competitor brands such as Boohoo.com have a bigger budget to spend on promotion giving them an advantage over Primark
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Zara Swot 2
Celine Swot 2
Strengths
Weaknesses
Strengths
Weaknesses
Opportunities
Threats
Opportunities
Threats
- Stores all over the world - Strategic store location - Supply chain management at low cost due to Zara having vertically intergrated manufacturing and operations process - Fast delivery of fashionable new products - Low prices - Active on social media
- No advertisements - Not very strong consumer loyalty - Product very similar to competitors - No in-store atmosphere with plain walls
- Promotion developments - Global market - Asian market - Developing E Retail - In store developments - better atmosphere and reflection of the brand
- Copycat products - A lot of competition within similar markets
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- Loyal consumer - Exclusive products - Good reputation - Celebrities where their clothes - Stores in the right locations to suit the consumer
- No presence on social media platforms - Low brand awareness
- E-store - Social Media - Webpage development
- Copycat brands like Zara making cheaper versions of their products - Competitors who are online - Celebrities wearing Celine do not always present the brand in the way that Celine would like to be worn damaging their brand image
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Word Count - 3099
Trickle-down effect
Appendix 3- Comparisons Comparisons can be made within my three chosen brands, both Celine and Primark do not sell online and the Trickle down effect can be seen in the products from Zara and Primark.
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The trickle down effect is evident from luxury brands down to the likes of Zara and Primark. In 2009 when the recession hit the UK, value retailers survived with the consumer looking for a bargain. People did not stop spending there money on clothes they just did not spend as much, due to this sales soared at Primark rising by 16% (Poulter, 2012). “It seems wet weather and a damp Economy cant wash away out enthusiasm for a bargain” (Poulter, 2012), Primark snatched shoppers away from up market competitors like Marks and Spencer’s. Primark creates designer look-alike products at a bargain price and this is something that the shopper’s love, they take ideas from the catwalk and create a cheap version for the masses enabling everyone to be able to wear all the luxury trends even when they are short for money. Following on from the idea of copying fashion trends fellow high-street brand Zara also does this; renowned for copying luxury brands such as Celine’s designs from the catwalk they are leaving some luxury brands unhappy (Rickey, 2014). Due to the copying designs Zara appears to have no clear unique selling point with most products being look a likes from luxury brands. However this is something that the consumer loves and keeps them coming back to both Primark and Zara.
Online store
Celine takes pride in the exclusivity that its brand offers by not having an online store, “It is our vision for Celine to be renowned for the highest quality product available in the industry today. Our stores and customer service are exemplary.” (Gobbetti, 2016). Celine aims to fuel the consumers desire for their products, by not being able to buy the products online it means that the consumer has to go into stores (sometimes more than one) to find the exact product that they want making the items appear as being rare and hard to come by, which is what Celine wants. When the Celine Luggage Tote first came out it appeared that I was almost impossible for you to get your hands on the bag, a ban was made that no one could sell its products online. Today the bag is easily come by so it is hard to understand why Celine does not save the consumer hassle by selling online (Mull, 2013). Compared to Primark who also does not sell online the reason as to why is completely different, we go away from the idea of wanting to create desire and exclusivity adding to the luxury brand image and instead receive the more practical reason that Primark does not have the necessary funds to put into an online store with departments that would need to be put in place. With the in store prices being so low, it would not make sense to sell online as the postage could end up costing half or if not the same amount as the product itself, which would not appeal to the customer and make it unsuccessful.
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Appendix 3 - Table 4 - Effect of the marketing mix on pricing Product
Primark
Customer segment & position- Low-end ing (High, medium, low-end) The characteristics of the Slit, solid colour, elastic waist, no product pockets, unlined, mid rise Promotion –Customer relaThe use of Instagram, Facebook tionships –the communication environment with their customers Place-Describe their channels Located on the high street, foand distributions cusing funds on opening stores around the world. Pricing strategy & Cost of the selected product
Value market brand catering for those with a small income, do not use expensive promotional strategies to enable cheap products. Product cost: 6.00GBP
Zara
Celine
Mid-market
High-end
Solid Colour, mid rise, no pockets, unlined
Flannel, solid colour, mid rise, zip, rear closure, no pockets, unlined
The use of Instagram, Facebook, Twitter Promotion in high-end magazines and the online store. and newspapers. Celine website High-street location, stores in about 30 countries around the world. They have a good supply chain and know where everything has come from and been made. Reasonable prices affordable to those without a big income that still want to wear fashionable clothes. Product cost: 12.99 GBP 35
Stores located in sort after city locations relevant to the consumer. Where the shops are located is very important as they do not have an online store. Expensive prices making the brand exclusive and more attractive to the target market. Add a premium to the advertised cost. Product cost: 715 GBP
Appendix 4 - Further suggestions/opportunities Primark Primark should consider a way of selling online that would make sense. Perhaps a collaboration with online store Amazon would be a way forward, with the consumer having the desire to be able to order products from the comfort of there home Primark does not want to get left behind. The opportunities to work with bloggers would be good promotion for brand showing customers how to style the clothes creating a stronger relationship between the consumer and the brand. Celine
Celine also needs to consider the technological demands that we see in todays world, the younger generation lives on social media meaning that it is something that is here to stay, it is becoming a bigger part of our lives as the years go by with new platforms being introduced each year. With the average person spending 1 hour 40 minutes on social media a day (Davidson, 2015) this is something that Celine needs to embrace and take advantage of to promote their brand and gain a relationship with the consumer. Zara
Apart from social media, which Zara takes full advantage of to promote its products the brand does hardly any promotion. It is hard for the consumer to know when a new product is coming out and with them releasing new products at a fast and a frequent rate this is something that is very important and needs to be worked on. From my survey results you can see that Zara is something that people to not remember from advertisement and do not feel that they are kept up to date with what the store has on offer. After visiting the Zara Leeds store, the atmosphere of the store is something that needs to be worked on as it was very plain and messy not representing the image that you would think the brand wants. Working on adding more advertisement shoots in store to promote their products would create a much better instore atmosphere.
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- These images show the amount of people in the world who use Facebook and the growth in users on different social media platforms. This information tells us just how popular social media is and therefore makes it something that Celine should consider as these figures are only going to increase over the coming years.
Apendix 5 - Questionaire results I conducted a questionnaire to back up my suggestions for the brands. I wanted to see what the consumer thought about Primark and Celine not selling products online and to see if the consumer recognised the promotion that the brands conduct to find out whether it is successful promotion.
Results 1 - This shows results from my questionnaire on Pri-
mark, the results show that the advertising that Primark does is not memorable for the consumer. The results show a split between the consumer wanting Primark to sell products online and finally the results show that the customer thinks that they should have a click and collect option with 50% for selling online and not selling online due to the added postage price.
Figure 18&29 - Social media 37
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Results 3 - This shows results from my questionnaire on
Celine, they show that in general people do not notice Celine’s promotion showing that it is not very effective. 100% of people thought that they should have an online shop and most people thought they should be present on social media with everyone using it 10 or more times a day.
Results 2 - This shows results from my questionnaire on Zara, 39
the advertisement does not seem to be effective as the customers do not find it memorable and they do not feel notified when new products come out. The point of store atmosphere not being effective is supported by these results.
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Davidson, L. 2015. Daily social media usage. [Online] Accessed: 5/10/16. Available from: http://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/11610959/Is-your-daily-social-media-usage-higher-than-average.html Fashionbi, 2014. The Rebranding Success stories. [Internet] Accessed: 4/27/16. Available from: http://fashionbi.com/insights/marketing-analysis/the-rebranding-success-stories-saint-laurent-celine-and-dior
Gobbetti, M. 2016. Celine’s Vision. [Internet] Accessed: 4/27/16. Available from: https://www.lvmh.com/houses/fashion-leather-goods/ celine/ Gudz, L. 2013. Zara. [Internet] Accessed: 4/25/16 Available from: http://newzarablog.blogspot.co.uk
Hiscott, G. 2014. Primark goes against the flow. [Internet] Accessed: 5/9/16. Available from: http://www.mirror.co.uk/news/uk-news/primark-goes-against-flow-ruling-3180101 Inditex. 2016. Zara. [Internet] Accessed: 5/8/16. Available from: http://www.inditex.com/en/brands/zara
Investopedia. Definition of Swot Ananalysis. [Online] Accessed: 5/10/16. Available from: http://www.investopedia.com/terms/s/swot.asp Kiley, E. 2014. Zara Swot Analysis. [Internet] Accessed: 5/10/16. Available from: http://zarafashion2013.wix.com/zara#!swot-analysis/ c1e7t
Lee, J. Zara Marketing Strategy. [Online] Accessed: 5/8/16. Available from: http://www.slideshare.net/JiYoungLee26/final-zara-marketing-strategy LVMH, 2016. Celine. [Internet] Accessed: 2/25/16. Available from: https://www.lvmh.com/houses/fashion-leather-goods/celine/ Mau, D. 2014. Why some luxury brands still don’t sell online. [Internet] Accessed: 5/9/16. Available from: http://fashionista. com/2014/03/why-some-luxury-brands-still-dont-sell-online 41
Mbaskool. Zara swot analysis. [Online] Accessed: 5/10/16. Available from: http://www.mbaskool.com/brandguide/lifestyle-and-retail/3814-zara.html Milligan, L. 2014. Why Balmain’s Designer Loves Zara’s copies. [Online] Accessed: 5/9/16. Available from: http://www.vogue.co.uk/ news/2014/07/28/olivier-rousteing-on-zara-copies-and-rihanna-the-new-naomi
Mintel, 2009. Value clothing retailing. [Online] Accessed: 5/6/16. Available from: http://store.mintel.com/value-clothing-retailing-uk-december-2009 Mull, A. 2013. Why cant we buy Celine bags online? [Online] Accessed: 5/10/16. Available from: http://www.purseblog.com/celine/online-sales/ Poulter, S. 2012. Cheap and Cheerful. [Online] accessed: 26/04/16 Available from: www.dailymail.com
Primark, 2016. How can Primark offer the lowest prices? [Online] Accessed: 5/8/16. Available from: http://www.primark.com/en-us/ our-ethics/questions-and-answers/how-can-primark-offer-the-lowest-prices-on-the-high-street Posner, H. 2011. Marketing Fashion. Page 34-44. [Book] Accessed 26/04/16. London: Laurence King
Primark. 2016. About. [Internet] Accessed: 5/6/16. Available from: http://www.primark.com/en/about-us/about-primark
Reagan, C. 2015. Watch out US retail. [Online] Accessed: 5/8/16. Available from: http://www.cnbc.com/2015/09/21/primark-couldchange-the-game-for-us-retailers.html
Rickey, M. 2014. Zara Shamelessly copy every major fashion player. [Online] Accessed: 26/04/16 Available from: www.fashioneditoratlarge. com/2014/03/zara-copying-dior-balenciaga-prada/ Schiffer, J. 2015. Inside the complex world of copying in the fashion industry. [Online] Accessed: 5/9/16. Avaialble from: http://www. whowhatwear.co.uk/copying-in-the-fashion-industry-copyright-the-fashion-law-julie-zerbo/
Thompson, D. 2012. Zara’s big idea. [Online] Accessed: 5/10/16. Available from: http://www.theatlantic.com/business/archive/2012/11/ zaras-big-idea-what-the-worlds-top-fashion-retailer-tells-us-about-innovation/265126/ 42
Wang, J. 2014. Celine brand analysis. [Internet] Accessed: 4/25/16 Available from: https://www.behance.net/gallery/20599345/ Cline-Brand-Analysis
Images
Figure 27 - Kilway, 2011. Celine. [Online] Accessed: 4/27/16 Available from: http://skateandannoy.com/blog/2011/08/friday-ta-on-sa-celine/
Figure 28&29 - Davidson, L. 2015. Daily social media usage. [Online] Accessed: 5/10/16. Available from: http://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/11610959/Is-your-daily-social-media-usage-higher-than-average.html
Figure 1&2&3 – Primark. 2016. Screenshots. [Online] Accessed: 5/5/16. Available from: https://www.primark.com/en/our-stores Figure 4&5&6 – Celine. 2016. Screenshots. [Online] Accessed:5/5/16. Available from: https://www.celine.com/en/celine-stores
Figure 7&8&9 – Zara, 2016. Screenshots. [Online] Accessed: 5/5/16. Available from: http://www.zara.com/uk/en/trf-c358533.html Figure 10&11&12&13 – My own Images. Zara store.
Figure 14&15 – Lamasat. Celine event. [Online] Accessed: 5/5/16. Available from: http://www.lamasatonline.net/index2.php/article/1/12603
Figure 16 - Mangobluete, 2015. Mall of the emirates Celine. Accessed: 5/5/16. Available from: http://mangobluete.com/whats-new-in-dubai-2/tumblr_ndu6dit0jr1qze17go1_1280/
Figure 17 – Goto. Emirates Mall. [Online] Accessed: 5/5/16. Available from: http://www.goto.no/Produkt/4485/Dubai---kun-fantasier-setter-grenser Figure 18&19&20&21 – My own Images. Primark store.
Figure 22 – Primark Stores Limited, 2016. Primark logo. [Internet] Accessed: 4/25/16. Available from: https://commons.wikimedia.org/wiki/File:Primark_Stores_Logo.svg Figure 23 - West, G. 2013. Primark Denim. [Internet] Accessed: 4/27/16. Available from: http://www.thedrum.com/news/2013/07/30/primark-denim-co-launches-store-and-digital-activity Figure 24 – Inditex, 2011. Zara Logo. [Internet] Accessed: 4/25/16. Available from: http://www.bilder2404.xyz/logo-zara-usa-2/
Figure 25 - The unknown closet, 2013. Zara Fall Campaign. [Internet] Accessed: 4/27/16. Available from: http://www.theunknowncloset. com/2013/08/zara-fall-campaign.html Figure 26 – Celine, 2016. Celine Logo. [Internet] Accessed: 4/25/16. Available from: https://www.celine.com/en 43
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Declaration of Academic Integrity
Student name Student Id number
Programme of study Module code Module title Lecturer/Tutor
Caitlin Anderson 200931859 Fashion Marketing DESN1355 Fashion Marketing Eunsuk Hur
Self-‐assessment sheet – Report writing
Student’s Name Assessment of
To demonstrate
Mark deduction for late hand in For individual pieces of work I promise that in the attached submission I have not presented or attempted to present anyone else’s work as my own except where I have explicitly indicated. I understand that to do so would mean that I have committed plagiarism, the University’s definition of which is published. I realise that if I commit plagiarism I can be expelled from the University and that it is my responsibility to be aware of the University’s regulations on plagiarism and their importance. I reconfirm my consent to the University copying and distributing any or all of my work in any form and using third parties (who may be based outside the EU/EEA) to monitor breaches of regulations, to verify whether my work contains plagiarised material and for quality assurance purposes. I confirm that I have declared, in writing with supporting evidence, all mitigating circumstances to the Module Manager and the School General Office that may be relevant to the assessment of this piece of work and that I wish to have taken into account. I am aware of the school’s policy on mitigation, and procedures for the submission of statements and evidence of mitigation. I am aware of the penalties imposed for the late submission of coursework. Signature Date 11/05/16
Module Code Hand in date Student’s name
Receipt not valid unless dated and either signed or stamped by school staff
F1 F2 F3 F4 F5 F6 F7 F8 F9
F10
Confirmation of the receipt of work
Your understanding of the application of the marketing mix to fashion-‐related companies with a keen understanding of pricing strategies relative to the product and market level %
This is how I think the work that I have produced for assignment 1 relates to the marking criteria
CA
Final Mark
A detailed report with a professional finish using the Harvard Referencing System
Deliverables 80% of the total mark Assignment 2 plan Oral Presentation
Originality & Creative input
Coverage of relevant context/ Evidence of understanding of the topic(s) (The marketing mix & retail sector awareness) Evidence of understanding the research process Research, analysis & interpretation (The level of critical analysis)
Structure of report (Logical order of material, sections and ordering) Presentation of coverage, quality of tables, graphs and diagrams The use and understanding of the Harvard Referencing system Professional practices
Final Mark
On Reflection
-‐ 49% 39% -‐ 40%
59% -‐ 50%
69% -‐ 60% ***
70% +
***
***
***
***
***
***
*** ***
*** ***
This is how I feel about the feedback given by my Tutor and what I need to do to improve my work in future: I feel that my oral presentation is my strongest area, I need to improve on understanding the project sooner and asking questions when I do not understand as when I got feedback from my tutor I was a bit muddled up to begin with but after receiving feedback I understood what I needed to do.