Ivy Park: Regeneration

ivy park: regeneration

an integrated marketing & communications report

carly ryan ma fashion management & communication fig.1 cover

the line up introductions

5 executive summary 6 overview

brand history 11 background 12 core values

target market

14 shopping behaviour 16 target consumer 18 consumer profiles

market analysis

22 overview 24 competitive analysis 25 brand positioning

marketing pick & mix 26 introduction 28 product 40 price 41 place 42 promotion 46 people 48 physical evidence 49 process

logistics

50 campaign monitoring 51 future

references

52 bibliography 53 images 54 appendices

fig. 2

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hello/bonjour/hola/ni hao/g’day before we begin.

The purpose of this document is to identify routes of development for Topshop to interweave wearable technology into their Ivy Park sportswear, in a way that merges together style and function. I will be investigating what millennial consumers expect from active-wear alongside developments in the wearable technology industry. The strategy in itself will address how this will be effectively delivered and communicated with customers in attempts to elevate even further both Topshop’s and Ivy Park's profile.

To therefore assume a competitive edge within the wearable technology market.

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introducing... the new meaning of fast fashion The following document is a detailed marketing and promotional strategy for internal use, it is a proposal for a new line of active-wear, one that has developed from Topshop’s Ivy Park range and enhanced with wearable fitness technology. Although established through Topshop, Ivy Park is also a brand in its own right, and is sold through a number of other retailers.

This strategy will therefore provide a comprehensive understanding of not only the new line, but of also Ivy Park, to ensure it can be easily accessed and understood by any of Topshop’s many departments.

The athleisure trend has shown no signs of slowing; the market instead is growing increasingly competitive and saturated. Defined as “casual, comfortable clothing designed to be suitable both for exercise and everyday wear” (Oxford Dictionaries, 2017); athleisure represents a shift in both attitude and lifestyle. Topshop is a British institution within the Fashion industry, it has continued to innovate and intrigue since opening in 1964. The aim of this marketing proposal is to garner further brand recognition and to maximise sales. The launch will prove disruptive to the existing athleisure market, due to the multi-functional nature of the product range, which as a consequence renders individual wearable tech devices somewhat redundant. However, the developing sector of wearable technology is an exciting one; here is an opportunity for innovation and to gain a competitive advantage within the fitness sector.

Topshop’s Ivy Park line, the highly anticipated active-wear collaboration with Beyoncé was first released in 2016.

Marked by a distinctive logo, and even more so co-founder, I am proposing to build upon the current line, enhancing the designs with technological elements.

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This will be a primarily UK based campaign, however the massive presence of Topshop, in consideration with the global appeal of general health and wellbeing, also means it can be easily transferred from the US to Australia. The promotional activity will pay heavy reference to digital methods in order to captivate the millennial market, of which this overall strategy will be targeting.

From research into this topic, it is increasingly clear that for millennials fitness and wellbeing are more so a lifestyle rather than a trend.

The healthy living market is estimated to be worth £3.4 trillion globally, which of course mirrors the growth and success of the active-wear sector (Salter, 2015).

“Functionality, quality and aesthetics” is the checklist for millennial spending, and the range I am suggesting, Ivy Park infused with the latest innovations in wearable technology, draws on all three of these things (Claveria, 2016). The emphasis however is on the function.

Technology and functionality are essentially overlapping terms; they both share a sense of practicality.

MarketReport estimates the wearable technology market is set to grow even bigger; as of present it is still an evolving consideration within the retail market, however yet to fully launch into the mainstream, it is still very much a niche (as cited in Housley & Bell, 2017).

Although the success of fitbit the wearable fitness device, in which there are 23 million users worldwide, suggest that this is just the beginning (Smith, 2017) for the wearable technology sector.

fig. 3

athleisure (a definition):

“casual, comfortable clothing designed to be suitable both for exercise and everyday wear.�

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fig. 4

activewear that keep working - even when you don’t.

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fig. 5

#ivyparkregen

9

welcome to the club

fig. 6

10

Ivy Park is the result of Beyoncé’s first collaboration with Topshop and marks a serious attempt for the brand into the active-wear market. “My goal with Ivy Park is to push the boundaries of athletic wear, and to support and inspire women who understand that beauty is more than physical appearance”, writes Beyoncé (as cited in Asome, 2016). In this spirit of pushing “boundaries”, the introduction of wearable technology appears as a natural progression for Ivy Park, a means to create an even bigger buzz for the next launch.

The name, in its two parts, makes personal references, Ivy to her daughter, and Park alluding to the place where Beyoncé used to train. Under this title, the brand draws on two different themes, female relationships and the resilience it takes to train and the physical exertion of exercise. This new line will therefore primarily operate under the same headings and influences, using active-wear to create a community that uses fitness to emphasise both personal strength and confidence.

Initially released in April 2016 through Topshop, Ivy Park is now also sold through JD Sports, Nordstrom and Neta-Porter. The price range is from £10 to £199, and consists of vests, sliders, to leggings, of which the latter was the most popular purchase during launch week (Zaczkiewicz, 2016). The designs are dominated by block colour, generally on the grey-scale spectrum, and a distinctive logo. It was made evident from store observations and research that any products publically endorsed

by Beyoncé, items with the logo and the range of tops generally sold at a higher rate (please refer to appendix a).

February 2017 however saw Ivy Park’s second release, which at first appearances is selling at a slower pace than the year previously, with promotional material also on the slide.

This was then closely followed in August 2017 with a fall collection that in a significant shift delivered reworked shapes, silhouettes, and jarring asymmetric lines.

brand background

“to celebrate every woman and the body she’s in while always striving to be better.”

quote header: Beyoncé (as cited in Gottesman, 2016). 11

#1 happy = healthy Ivy Park: Regeneration values the correlation between fitness and mental wellbeing, and through the revolutionary technology used, has made exercise even more of a positive experience.

#2 Im(possible) #3 Who run the world??

To deliver the latest innovations in technology, creating products initially thought of as inconceivable.

The use of smart technology emphasises that exercise is something that should be shared, to inspire a sense of community and empowerment amongst women.

fig. 7

#4 Not just a pretty face Ivy Park: Regeneration aims to combine both fashion and function, in contemporary and progressive designs.

#5 Just.Keep.Going

To continue in the face of adversity and to seek improvement, may this be that extra lap or the next big tech development.

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fig. 8

core values Building upon the established ethos of Ivy Park, Regeneration emphasises further the idea of pushing boundaries and excelling expectation. The term “regeneration” is identified as to “bring new and more vigorous life to an area, industry, institution, etc.” (Oxford Dictionaries, 2017). At the root of the product line is the idea of revival, even in the most literal sense, these products are alive, reacting and responding to the body. The new line of products is therefore invigorating the previous, and in which case has prompted its fundamental core values, message and beliefs to be realigned.

Ivy Park inspires women to be their best self through exercise, gain equally in confidence as they do strength. So in the same way health and fitness is “getting the best out of yourself ”, this is the same for the active-wear. The line is not just not something to wear, they have function and a sense of practicality, it is getting the most out of your clothes.

Although appearances may be deceiving, Ivy Park: Regeneration is forceful and dynamic, and consequently inspires the same from the wearer. The technological elements monitor performance to encourage personal bests, to run that extra mile, and to attempt that hand stand in the name of yoga.

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shopping behaviour fig. 9

Athleisure is a trend that has been identified to primarily resonate with the millennial audience (Fromm, 2016).

In comparison to Gen X and the Baby Boomers, they are a generation more so dedicated to wellness, in which health is recognised as more than just sickness (Goldman Sachs, 2017). A heightened awareness of healthy eating and exercise has become a defining characteristic, and the ties to health means this is a trend millennials are prepared to invest in.

Paired with a shift in the market towards casualisation, the athleisure trend resonates with the millennials on many levels.

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Millennials are also thought of as extremely social and connected, they are heavily invested in technology having grown up alongside the boom of social media. Their shopping behaviour therefore pays reference to this, as “47% of millennials say their purchase decisions are influenced by social media� (Deloitte, 2015). Additionally, from a personal study I found there was no preference between online and in-store shopping for millennials, so this marketing strategy will place equal emphasis on both of these methods (please refer to appendix b).

which leaves ..

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for

7

% of millennials prefer to shop online. (appendix b)

where as...

57

% prefer to shop in-store.

% on the fence with no preference.

47 28

however for

% price is the influential factor when making purchases.

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% this is actually function. (appendix b)

% of millennials say their purchase decisions are influenced by social media.

(Deloitte, 2015)

tweet, share, hashtag, like, re-post.

and

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% are more inclined to buy from brands with an engaging social media presence.

(Goldman Sachs, 2017).

the millennials spend

419

million

£££££

each year on experiences. music workouts travel.

57

% review and compare prices before making purchases.

(Goldman Sachs, 2017).

(Walker, 2017)

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target consumer taking aim.

Topshop’s target market are aged between 18-35 (McMinn, 2002), it is also worth noting that at least two-thirds of Beyoncé’s demographic are females 25 and over (Willman, 2007). The millennials are therefore the ideal audience for a new Topshop campaign, aged between 18 and 35; the millennials are defined as “those born after 1980 and the first generation to come of age in the new millennium” (Pew Research Centre, 2017). Millennials are categorised as “highly educated, career driven and politically progressive” individuals and tend to “value experiences over owning things”, which makes them the perfect fit for athleisure (Schawbel, 2015). The trend in its entirety is rooted in activity. From clothing, retailers are selling a sense of community. However I am choosing to aim the products primarily at the older millennials, aged between 24 and 35.

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This slant towards the higher end comes from reports that this demographic are a “much larger and engaged segment”, and are also more inclined to spend more on active-wear that “remains out of budget for younger millennials” (Bailis, 2016).

Although millennials in the universal sense are taken with social media, research shows that “younger millennials are less enamoured with social media than their older counterparts”. It has been identified that the older millennials are 38% more likely “to agree that they want to get a lot of interaction from their social media posts” (Murnane, 2016). Social media is a key consideration within Topshop’s existing marketing strategy, so it is important to continue to engage with this audience through a medium that they value and actively use.

"From the gym to the office and from the office to happy hour, millennials can be seen decked out in the style called athleisure."

fig. 10

quote header: (Fromm, 2016). 17

introducing the millennials

career-driven, motivated, progressive, travel junkies, tech savvy, conscious, active, liberal, confident, social & passionate.

fig. 12

fig. 11

fig. 13

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fig. 15

say hi to grace, age: 28 years. marital status: in a relationship. occupation: trainee clinical psychologist. income: ÂŁ26,000. likes: live music, walking in the peak district, socialising, eating out and dancing. dislikes: the rain, rock music and hiit sessions. motivations: my work in mental health services, feeling and being healthy, getting enough sleep and eating well. my ideal workout is: dancing! top 3 needs from gym-wear: supportive sports bra, trainers and a fitbit.

fig.14 & 16 illustrations.

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meet nadia,

fig. 17

age: 25. marital status: in a relationship. occupation: financial consultant. income: ÂŁ36,000. likes: shopping, travel, watching fashion & fitness vlogs, spending time with friends/ family, trying new restaurants, going to the gym and buying new gym-wear. dislikes: public speaking, spinning & commuting to work. motivations: to be financially comfortable and content in life. ideal workout: something dynamic like a hit session that I can feel working. top 3 needs from gym-wear: comfortable, stylish and breathable.

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get to know claire,

fig. 18

age: 32 marital status: married occupation: programme manager income: ÂŁ40,000 likes: the theatre, visiting galleries, seeing friends/family, shopping and pilates. dislikes: spending long periods of time sitting down at my desk. motivations: my family and wanting to improve my overall health and wellbeing. ideal workout: something fun like trampolining. top 3 needs from gym-wear: looks good, fits well and is breathable.

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fig. 19

market analysis Estimated to be worth £4.5 billion in the UK alone, the active-wear sector has never been so fashionable, and has over spilled from the likes of sports giants such as Nike and Adidas, and into the high street where athleisure has unfolded through labels such as Topshop, Sweaty Betty and so on (Salter, 2015). Over half of UK consumers purchased active wear in 2015 (Hendriksz, 2016), however from a recent survey 71% stated their gym-wear performed no functional purpose (appendix c). The wearable technology market is equally promising, and is set to be worth $34 billion by 2020 (Lamkin, 2016). The market is however currently dominated by the likes of Fitbit and the Apple Watch, of which are similar in the sense that these are both banded products designed to be worn on the wrist.

From additional observations, it has also been made apparent that the current market of wearable technology garments, as seen from Sensoria to Omsignal, excel in purpose but lack in aesthetics.

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Building on further results that displayed style and function of equal importance for millennial spenders (appendix d), this is therefore one of the key considerations that has shaped this project proposal. This campaign needs to deliver functional active-wear and demonstrate the growing relevance of wearable technology to the gym experience. Recent 2017 reports on the wearable technology market however identify a “quiet period”, prompted by the current offering appearing somewhat confused in regard to where it fits within the “fashion spectrum”. Ivy Park: Regeneration therefore delivers in promising “products that marry functionality and style”, which have been highlighted as those most “likely to succeed” (Sherman, 2017). There is an opportunity for a shift in wearables that is not restricted to a physical garment, but as Ivy Park: Regeneration demonstrates, something that is much freer in the sense the technology is instead interwoven.

fig. 20

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competitive analysis Ivy Park, with the consideration of wearable technology, is a compelling and unique concept, and is one yet to be fully explored on the UK high street. This is therefore a distinct competitive edge, once compared to Ivy Park’s main athleisure competitors, which include H&M, Sweaty Betty and Lulu Lemon Athletica. The following are well established businesses that produce colourful and innovative designs. Sweaty Betty and Lulu Lemon Athletica also boast an impressive social media following. Their garments practice both fashion and function with smart fabrics, although as of yet neither have delved into wearable technology. All of these brands are all however competing within the same market share, as athleisure overall as a trend resonates primarily with the millennial demographic.

Please refer to appendix e for the continued swot analysis for each of these brands.

+ strengths X Lulu Lemon has a strong US market presence, a key player in the athleisure trend.

X H&M operate at a lower price point.

- weaknesses

X H&M also have a high level of UK stores and are also a high-street regular.

X H&M gym wear does not hold any performance benefits.

X Sweaty Betty has an engaging range with a variation in prints and colours.

X Lulu Lemon has limited UK based stores.

X Both Sweaty Betty & Lulu Lemon have a strong sense of community online.

X Both Sweaty Betty and Lulu Lemon frequently hold fitness events.

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& the results are in

X Certain Lulu Lemon products, such as the Align pant II have a cult status in regard to their technical ability.

X Lulu Lemon also does not offer any means of discount.

X Sweaty Betty & Lulu Lemon do not offer a mobile app service.

X All of these brands lack the exposure that comes from a celebrity-endorsed campaign.

& brand positioning

I have constructed a brand-positioning map to identify how further athleisure retailers, alongside the main competitors for Ivy Park, fare in regard to price and creativity. Ivy Park currently sells for between £10 and £199; they also have a wider range of entry-level products. Once compared to Sweaty Betty and Lulu Lemon, Ivy Park also retails considerably cheaper. For example if you take a pair of leggings, the most expensive pair from Ivy Park is priced at £45, whereas for Sweaty Betty and Lulu Lemon this is dramatically increased to £95-138. However for Ivy Park: Regeneration this will be heightened, and the products will therefore sell slightly above or aligned with these retail prices.

Although more affordable, Ivy Park lacks in technical ability and does not include the style variety of the latter. Ivy Park: Regeneration’s major selling point however is its technical ability, which is a significant advantage once compared to the other mainstream highstreet retailers.

For example although H&M and Pink Soda both retail at a lower cost, they do so at the expense of functionality.

These stores however are also frequently encountered on the UK high street, arguably to the same extent as Topshop.

Furthermore, if you compare athleisure brands such as Outdoor Voices and Every Second Counts, who certainly produce garments of technical ability, they are however less recognisable. In a recent survey only 7% of millennial consumers were aware of Outdoor Voices and none reported to have heard of Every Second Counts (appendix f).

Through Topshop and Beyoncé’s global presence combined, this new line of active-wear is able to reach a much wider pool of consumers.

high price

low creativity

high creativity

fig. 21

low price

fig.22 illustration from the brand positioning map. 25

the marketing strategy the marketing pick and mix: 01 product + product range. 02 price.

03 place. 04 promotion + social media + website + events + launch.

05 people. 06 physical evidence. 07 process.

fig. 24

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fig. 23

dow w o l e

n The aim of this marketing strategy is to oversee a new collaboration between Ivy Park and wearable technology. The purpose of which is to gain a competitive edge within a highly saturated market, taking advantage of the growing wearable technology sector, and boosting sales and interest for the Ivy Park line.

th objectives...

#1 #2 #3 #4

To gain a competitive marketing edge through the use of wearable technology to both enhance interest and sales for Ivy Park.

Seek to improve the public perception of Ivy Park so it is considered equal to the current athleisure brand leaders.

To garner further recognition through a social media campaign and encourage engagement through influencer marketing and pop up fitness events.

To appeal primarily to the UK market, with the opportunity to also retail in the US and Australia.

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product fig. 25

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The focus of this marketing strategy documents the next phase of athleisure, as it imagine new products guided by technology. From drawing on sensorial elements, this is a line of products which captures the forward thinking functionality of modern athletica, and multiplies it times two.

Using technology, this new trend envisions versatile and durable designs, which directly interact with the body during exercise. This merger between fitness and technology has developed with an increasing awareness of health and wellbeing, going back to the sugar tax in 2016 and to the London Olympics in 2012. Technology has seeped into different sectors, however in regards to health and wellbeing, such developments vary from doctor consultations via an app, to fitbit the wearable tracker device.

There is also an emphasis on millennial spending and experience, these garments are therefore functional, and wearing them is an experience. They may measure heart rate, distance and calories burnt in anti-bacterial smart fabrics, but in wearing them there is a purpose beyond just something to wear to go to the gym. However these regenerated products have evolved from the existing Ivy Park release, the garments shy from pattern and instead incorporate block colour and a striking logo. They are therefore extremely easy to wear and layer. The collection uses professional fabrics and the latest innovations in wearable technology, to rework the wiring of Ivy Park as well as raising the bar in the athleisure market. The existing pool of products are primarily fashion focused, the aim of this new line is to however introduce functional factors, the result of which are products that are an experience to wear. This is activewear that is sensory, it responds to the body and reacts accordingly. The technological addition therefore introduces an element of interaction, in which the user can intimately keep track of their progress, as well as connect with others around them, which therefore makes it an exciting development for the wearable tech market. The range will arrive under the same Ivy Park branding, but will be accompanied by the tag line, “activewear that keep working- even when you don’t”. The strategy will therefore work to stress the technological elements, as this is the main unique selling point of the brand.

Every garment will be supplied with Garmin technology; however the function differs for each item, to encourage buyers to select multiple garments based on their purpose.

Garmin connect is just one extension of this. Through blue-tooth sensors, this avenue would allow the wearer to connect with others during workouts to create a sense of community through exercise. One of the most significant brand messages behind Ivy Park is to both support and inspire women, so this idea of creating a fitness female community transcends seamlessly into the existing branding. These additions will come as standard in every adapted product, interwoven in a secure pocket as a physical device undetectable within clothing. These devices do not require charging, but can be removed safely to enable them to be washed as normal garments. Although a consumer may purchase two garments where the Garmin chip is included, through the app the user can login using one of these devices, to collect one set of results yet still benefit with the attributes from each individual item. This therefore does not restrict the consumer from future spending, but on the contrary allows the wearer to mix and match purchases, yet always have access to that extra technological lift. I have chosen Garmin to develop the line due to their expertise as Ivy Park with Topshop’s assistance is easing into this field. They also have a working app established, are an environmentally conscious brand, and their products are able to be recycled.

There is also the issue of security, in which Garmin also provides a variety of safeguards to protect data, which is another important consideration within this new field of wearable technology.

The line will originate as relatively small, as a tank top, t-shirt, one pair of leggings, jacket and sports-bra. This will therefore determine the demand for further garments in different colours to be introduced for the following season.

As these are performance garments, quality fabrics is integral, I am therefore looking to include breathable, supportive materials, that are also anti-bacterial and reversible to reduce the need for washing. Functionality is another key term for these factors identified, but also in keeping with athleisure, they are also items that are transferrable to different social situations. Technology is however always advancing, which therefore makes this collaboration an exciting one due to the different directions it can lead. The full suggested range however has been outlined over the next few pages.

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tank- top

fig. 26

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fig. 27

Tank Top. Cotton. Sizes 6-18.

From research, the tank tops were identified as a strong seller, which are also the products in which the logo is most obvious. I have re-used the existing cotton fabrics due to their popularity and as a nod to the casual nature of athleisure. I have therefore kept the technology simplistic in regard to the rest of the line for this reason, to keep costs down and encourage an influx of sales. The vests will therefore include a wearable activity tracker supported by Garmin, sewn into a small panel at the side of the garment for ease of access. This will work to monitor distance, calories burnt, heart rate and the effectiveness of a workout. To garner additional interest, there is also the option of personalisation for this product, and customers can adjust the colour of the logo lettering to their preference at the Oxford Street store.

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fig. 28

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t-shirt T-shirt. Polyester & elastane blend. Sizes 6-18.

The existing Ivy Park t-shirts are built upon 100% cotton, however for performance purposes a polyester and elastane blend is better suited for exercise due to its sweat wicking capabilities. These garments will however fuse together two streamlined layers, one of which interweaves heated panels to cool or warm the muscles as appropriate. The triggering for this device is completely sensorial, as the smart fabric technology responds directly from the body temperature detected. This will be paired with hydration stickers dispersed on the back of the garment to remove the need for the wearer to carry a water bottle. These stickers will offer hydration, which penetrates into the skin constantly in bursts throughout exercise.

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leggings

fig. 29

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Leggings. Polyester & elastane blend. Sizes 6-18.

The leggings are flexible; yet maintain their shape due to the quality materials used. They incorporate moderate compression to support the muscles through any physical exertion. As a standard all the fabrics used are breathable and incorporate anti-bacterial properties, however the leggings are also reversible, which reinforces the functionality aspect.

This product therefore has a greater longevity between washes and has been designed to easily adapt to different environments for this reason. I have contrasted two existing design patterns from the Ivy Park line, one that is more colourful and the other subdued, which means these can be used for different occasions depending on the users preference. For practicality reasons there is also a sewn in pocket on both sides.

However from a technological standpoint, the most exciting addition is the sensors that line the garment. Through Garmin connect; these monitor performance and posture, to prevent the risk of injury and reduce any unnecessary stress upon the spine. These will gently vibrate once ill form is detected. fig. 30

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jacket

fig. 31

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Jacket. Polyester. Sizes 6-18.

This product already arrives with mesh sleeves and inserts for functionality, however the addition of silver and its anti-bacterial properties prevents damp odours. The fabric is lightweight, waterproof yet still breathable, with the fibres densely inter-woven offering UV protection. The result of which reduces the risk of skin-damage. This product therefore lends itself more so to the Australian and American market for this reason, but the multi-functional nature however means it is transferrable between climates. Subtle dotted reflective panels are another useful addition, designed primarily for cyclists and runners in low visibility. Garmin connect however is the central component, particularly in regard to the gps element which would offer directions to routes logged into the app. The cuff of the jacket also illuminates live directions and steps taken, and appears as a sleeve and second layer, which can be removed in order for the jacket to be washed as normal.

fig. 32

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sports bra

fig. 33

Sports Bra. Polyester & elastane blend. Sizes 6-18.

This product aims to deliver both comfort and support packaged in a fashionable design. The fabrics used are soft, breathable and anti-bacterial, and are further enhanced by the blocks of vibrant contrasting colour. The key feature here is the biosensors, which monitor breathing during low intensity exercises like yoga to the more energetic with hiit workouts. It therefore prompts an effective breathing pattern through gentle vibrations, which is important to ensure the working muscles have access to the oxygen that they need to contract.

Garmin connect integrated technology is linked to a panel of integrated buttons on the right strap of the garment. This technology connects to music on the wearer’s iPhone via Bluetooth, in order to skip forward, backward, play or pause a track, as well as adjust the volume controls.

Ideally paired with wireless headphones, this therefore removes the need to carry a phone, which can be left in the changing room, or kept in the pocket provided in the leggings.

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fig. 34

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price Based on an analysis of the previous Ivy Park line, and a comparison between existing products within the wearable technology market, I have constructed a suggested price range for the collection previously listed. The tank top will be the entry-level product for the line and will be priced at £90; this is significantly lower than the rest of the products due to the relatively simplistic use of technology in comparison to the following items. The t-shirt will retail at £180, the leggings have been priced at £220, the sports-bra at £160, and the most expensive is the jacket, which will retail for £300. These prices have been heightened by that fact that these garments that cannot be made in-house, and consequently rely on the external influence of Garmin for technological assistance. Although this price range is significantly higher than Topshop’s current range of products stocked, it is however more aligned to the prices of Topshop Unique. This in-house luxury design label retails between £95 and £495, which therefore illustrates that the price range considered for the new line of Ivy Park is still within the realm of reasonability for Topshop’s target demographic.

40 marketing mix: price

fig. 35

Ivy Park’s distribution channels include Net-a-Porter, Nordstrom and JD Sports, alongside Topshop that launched the brand. Topshop is one of the biggest fashion retailers within the United Kingdom; there is no better evidence of this than the flagship store, it sits as the pinnacle in the line of stores that make up Oxford Street. To launch Ivy Park: Regeneration here therefore is the natural choice, as it was also the home of the initial launch back in 2016 and is also where the line will be later sold. The collection will primarily be sold within the UK, as this is where the majority of stores lie. However as the athleisure trend is actually more a life-style that has grown from an increasing awareness of health and wellbeing, Ivy Park has a transferable appeal. With Topshop stores already established in America and Australia, to retail Ivy Park: Regeneration within these areas appears as a practical progression for the brand, particularly once the existing culture of healthy living is considered.

The collection will be therefore available online, and will also retail in the main Topshop stores across London, Los Angeles and Sydney. The United States has an established culture of wellness that has originated from the West Coast.

Fitness classes such as Soul Cycle and Barry’s Bootcamp have gained cult status, as has organic supermarkets like Whole Foods. In 2016, retail data found that “leggings are outselling jeans at a rapid pace” in the US (Farra, 2016), so there is a definite a market in America for Ivy Park’s branding, that is even without the consideration of Beyoncé's popularity originating from the US. It is a similar story for Australia, who again has a culture heavily rooted in health and wellness. To the extent the industry is currently worth 62 million dollars, with the wearables market taking the biggest share of 37 million dollars (Statista, 2017). Although initially met with success, it has since been reported that Topshop Australia is entering administration in June this year due to an “exceptionally tough” retail environment with the “leftover UK stock” not selling well (McCauley, 2017).

However one British brand that has experienced success since launching in Melbourne is JD Sports (McCauley, 2017). There is clearly a constant demand for athleisure, as it occupies a significant chunk of retail sales. For Ivy Park: Regeneration to launch in Australia could be a means to reassure the Australian market of Topshop’s relevance and to drive in profits.

place

here (UK)

here (US)

here (Aus) fig. 36

marketing mix: place 41

social media

promotion Topshop is a brand that is known to be at the forefront of British fashion on the high street, they are the innovators.

Their clothing encourages women to express individuality and confidence with their personal styling; it is a brand that empowers women. These core values transfer seamlessly into Ivy Park, and the promotional activity for this campaign should therefore mirror this.

One aim of this marketing campaign is to rebuff technology as a male centred industry, to glamorise functional fashion and to increase the desirability of Ivy Park. Digital methods have been used not only because they reflect the ethos of the brand, but also due to the wealth of opportunities that can be explored, such as virtual reality and interactive marketing.

This section has however been split into the following headings for further analysis: Social Media, Website and Events.

42 marketing mix: promotion

Social Media is a massive player in fashion promotion in 2017, it is a means to instantly connect, inspire and to start a conversation. The outreach is massive.

We Are Ivy Park, the Instagram page has over 410 thousand followers, social media particularly Instagram is an influential tool. The millennials are also a demographic that is constantly scrolling and it has prompted a shift in customer spending. To the extent that those that used social media as part of the shopping process were “four times more likely to spend more money on purchases” (Rohampton, 2017).

Therefore prior to the launch of Ivy Park: Regeneration, Instagram will be used to display a series of images and clips to provoke interest among the 410 thousand followers. Topshop however has a massive online presence and is followed by 8.9 million accounts, Topshop will therefore regram certain images to reach a wider audience. These images will be a compilation of behind the scenes snap-shots; a countdown chronicling the launch and motivational fitness quotes. The product line will undergo another promotional photo-shoot and these will also be posted onto the feed. Boomerangs, the short video clips will also capture the products in motion. The collection in itself is energetic, its electric, it is therefore important to include movement in the promotion as it is integral to the products. The launch will also be live streamed through Instagram stories, to garner further interest and to also include consumers in the process.

After the launch there will be daily posts, and these vary from styled images from bloggers and customers who have tagged We Are Ivy Park in the post, further fitness quotes, any advertisement features, recycled promotional images, in-store displays and Garmin summary screen-grabs from the app, measuring both distance and efficiency of a workout. Every Wednesday there will be a workout routine posted, with a quick round up of efficiency as read from the garmin app, followers can then copy the routine and share an image of themselves doing so.

A twitter page will also be set-up in the build up to the launch, this will share images of a similar nature, as-well information on where to find the products, promotional offers and relatable health and fitness news. The aim through twitter is to converse with customers but to also increase awareness, so a competition will be launched through twitter as a means to gain followers quickly as well as encourage publicity for Ivy Park. The page must be first followed, before an image titled “I wear Ivy Park to ….” is shared and tagged to the account. The top 3 innovative and interesting responses from the followers will receive a t-shirt from the line and an invite to the launch. On the date of the launch, live tweets will document the event to allow consumers to feel involved through every process.

Due to not having a restricted word-count, Facebook will be used to release detailed information and product overviews, emphasising the technological benefits. The cover image for the page will be the countdown to launch, with the Instagram images also shared to this page.

#ivyparkregen

“Being physically fit not only helps you achieve a healthy lifestyle, but for me, it connects spirit and body. It makes me more present, more confident, more able to do whatever I want to do.�

days until launch

instagram

4

where’s your park??

yara shahidi

fig. 37

fig. 38

twitter

33

facebook

fig. 39

marketing mix: promotion 43

we

bsite

READY, GET SET

IVY PARK: REGENERATION

7 DAYS: 30 MINS: 25 SECONDS UNTIL LAUNCH

fig. 40

ivy park: regeneration

events Prior to the launch, a press pack will be sent to journalists, Topshop brand ambassadors and bloggers. This will include the context behind the release, its core values and ideals. An overview of the products will also be provided, including key features and price points, this is to ensure that for any reviews they may do they have the accurate information. This press package will also arrive with an invitation to the launch in order to sample the products first-hand.

To celebrate the launch, a “park run” will be arranged to further promote the release, this will start at the Oxford Circus store and a route designed to interweave through Hyde Park.

44 marketing mix: promotion

This will be primarily offered to fitness bloggers and Topshop staff members.

However to maintain momentum, this will be a monthly arrangement, with different routes around London planned for both customers from Ivy Park: Regeneration and the public. Fitness classes can be turned into events available to Ivy Park: Regeneration consumers at a reduced cost.

Collaborations with gyms such as F45 and Unit for a range of fitness activities with guest fitness instructors would be a means of consistent promotion and visibility for Ivy Park.

topshop.com/ivypark May 2018, a month after the first announcement on social media, will see the Ivy Park: Regeneration promotional trailer linked to the home-page of the Topshop website. This will be a reworking of the first Ivy Park video but with added text and effects to mark this shift in technology. From June 2018, an Ivy Park: Regeneration banner will occupy the Topshop website, this will also act as a countdown to the days until launch. As of September 2018 and once the product line has been officially launched, the home page will be again tailored to reflect this. The central image will be a shot from the promotional shoot, and "Ivy Park: Regeneration" will line the image. The Ivy Park tab will also expand after the launch to include a wider range of content, including guest fitness posts from bloggers and Beyoncé.

visual

launch

The launch will be a multi-sensory experience and will take the form of a private shopping event on Friday 7th September. This will be offered to individuals within the fitness and fashion industry, as well as the 3 competition winners. The launch will take place at the Oxford Circus store. As I have already mentioned the event will be live-streamed, with a filter pre-arranged with the Ivy Park logo.

Due to the brands ties to technology, a grey colour scheme will be incorporated into the event finishes. Screens will also be a focal point as another extension of this theme, playing a mix of the promotional video, Ivy Park Instagram feed and a motif celebrating the end of the countdown. A series of pop-up stands will also decorate the space, to make the event has engaging and interesting as possible. These include a braid-bar and a personalisation station, where garments bought can be stitched with initials. A photo booth will also be provided to allow guests something visual to take away and mark the event. Guests at the launch will also have the first chance to test the virtual reality system. Building from “Splash�, the virtual reality experience that saw shoppers able to slide through Oxford Street, blurred the line between fashion and technology. It is also something that works perfectly with the ethos of Ivy Park: Regeneration. Using VR activation with Oculus and a treadmill, guests, and shoppers for the following week after will run through famous parks across the world.

Playing on the brand name, viewers can run through the likes of Central Park, to sunnier climes in the Australian Kakadu National Park. Aided by agencies Your Studio and Fat Unicorn, this revolutionises the shopping experience for Ivy Park.

sound The sound used should imitate the energy of the collection and heighten the experience overall. Zara Martin will act as a guest dj on the set that occupies the bottom floor of the store. The playlist will be upbeat and energetic, and include a BeyoncĂŠ track or two.

touch The product line will be of central focus and several sizes will be on display for the guests. This should encourage consumers to interact with the garments. There will also be a technology station manned by industry officials, where the technological aspects that have been hidden during production have been exposed and placed on display. This therefore grants consumers a true understanding of how the products work, and the opportunity to ask any questions.

taste A fundamental extension of athleisure is health and nutrition; throughout the event food will be provided that reflects this. A choice of energy balls will be supplied by Deliciously Ella as well as a juice bar by Joe and the Juice, where a limited edition smoothie, designed for the event, will be on offer.

smell The scent used has been influenced by the idea of being outside in a park; the different tones used are therefore both fresh and natural. Diffusers of a woody and orange blossom mix dispersed throughout the venue will subtly circulate the scent, and contribute another multi-sensory layer to event.

marketing mix: promotion 45

people One of the most important groups of people involved in the promotional activity will be the bloggers contacted to work with Ivy Park: Regeneration. The bloggers will be short-listed due to their primarily fitness based content, as well as authenticity and warmth as individuals. “33% of millennials rely mostly on blogs before they make a purchase;� it is therefore an important outlet to gain their attention (Schawbel, 2015). Due to the fact that most millennials use reviews, may these be from YouTube or blogs; the advertising techniques adopted have paid reference to this.

Bloggers will be therefore contacted to test and review the collection online.

Bloggers are the mediators, and are important in communicating the products to their likeminded followers who value their thoughts and opinion.

They are also important in relaying the brand message and core values, whilst also reinforcing the idea of community.

For this launch bloggers will therefore assume a more active role than previously explored by Topshop and Ivy Park. Their collaboration will therefore extend to include guest fitness posts on the Topshop website, styled images shared to Instagram, Instagram story takeovers, and the gym events previously mentioned. The staff uniform for stores across the UK during launch week will be the wider range of Ivy Park products from the previous launch from August 2017. Staff at Oxford Circus will also be briefed in the new line to answer questions that customers may have about the technological elements.

"The message is that every woman can do sport, and also go on to achieve great things."

46 marketing mix: people quote header: BeyoncĂŠ ( as cited in Asome, 2016).

blogger collaborations Zanna has a following of over 179k on Instagram and 38k in subscribers. She has worked previously with brands such as Adidas and also headlined the Balance fitness festival this year.

Age: 24 Profile: fitness blogger and personal trainer Social Media: Twitter, Facebook, Instagram, YouTube and blog.

Location: London

zanna van dijk fig. 41

Carly has over 128k followers on Instagram, and 376k subscribers on YouTube. Her most popular video drew in over 3 million views. She makes regular appearances at health and fitness panels, and in the past has collaborated with Nike.

Age: 30 Profile: fitness blogger and personal trainer.

Social Media: Twitter, Facebook, Instagram, YouTube, Pinterest and blog.

carly rowena

Location: Norwich

fig. 42

marketing mix: people 47

fig. 43

physical evidence As a further act of promotion, during the week of the launch the Oxford Street store will use Ivy Park: Regeneration displays. Interactive in-store screens will be spaced near the existing Ivy Park collection on the second floor. These will be rolling 360 clips of each product, with their benefits listed, as an intermission between the countdown. The store windows that line the front of Oxford Street will also be a spectacle, using technological innovations that emphasises the ethos of Ivy Park: Regeneration. The product line will share the window with the promotional shots, to place the brand at the front of consciousness for shoppers. Over “200 million people a year pass through Oxford Street,� it is therefore integral to present an engaging and innovative display, to draw shoppers in and to catch their attention (Hobbs, 2016). Strips of fibre optic will make up the background and will be fitted around some of the garments to allude to the idea of technology and that these are sparks of electric or energy.

48 marketing mix: physical evidence

These elements will be paired with an Ivy Park: Regeneration stickered banner, a short launch overview and another screen with the live count down. Shoppers can then place their palms onto the window-mounted sensors, which prompts a projection of all of the hidden tech elements around said item. Ivy Park: Regeneration tote bags will be made available at the Oxford Street store, which will be complimentary after purchase. The bags will include branded water and a programme detailing the upcoming fitness events. This will be relatively simplistic in design, and will use a black canvas fabric printed with Ivy Park: Regeneration on the front (appendix g).

Due to the price point and nature of the product, each garment will be placed in a drawstring dust-bag, before the tote bag, to end the shopping experience on a premium note.

process In its entirety, this campaign with all its individual processes will take 6 months to launch.

The line will therefore be released September 2018 for Autumn/Winter.

april 2018 X The first social media announcement is launched.

X A twitter account for Ivy Park is established.

X A countdown banner is introduced to the Topshop home page.

X Bloggers are contacted in regard to collaborating for content.

may/june 2018

july 2018

X The promotional trailer is released, this will be shown on Topshop’s YouTube channel, on the website and screened inside the Oxford Street Store.

X Promotional posters and images are released as a look-book.

X The competition is announced via the new Ivy Park twitter account and shared by Topshop to increase visibility.

X The products are sent out to be tested and reviewed by the bloggers.

X BeyoncĂŠ issues a guest post on the Topshop blog given a brief overview of the upcoming release.

X Press packs to be sent to bloggers and journalists to create a sense of interest around the launch.

X Social media posts are regularly uploaded across the different outlets.

august 2018 X Continued social media posts across all the channels.

september 2018

X The blogger generated content is probed and released.

X The tote bags are prepared for launch week.

X Store displays are arranged preparing for launch.

X The product line is launched at Oxford Street and online.

X Topshop subscribers are emailed with the Ivy Park updates.

october 2018

X The first park run takes place in Hyde Park.

X Further fitness collaborations with London gyms are scheduled.

X The VR experience launches and stays in store a week after the collection is released.

X Social media content is posted to maintain momentum.

X Regular guest blogger content is introduced to the Topshop website.

X The monthly park run will this time take place in Kensington Gardens.

X The first fitness event in partnership with Ivy Park follows the launch. marketing mix: process 49

campaign monitoring To monitor the success of the campaign, a number of factors will be addressed, in order to identify any flaws in its approach. This will be primarily determined through social media. This marketing strategy has relied heavily on its influence and it plays a strong role in the promotional activities. Due to its importance, activity levels will be monitored to flash up any warning signals early on. If these are lower than expected, Topshop’s substantial online audience will be used as another marketing tool. Sharing posts from the Topshop account will massively increase the visibility of the Ivy Park: Regeneration launch.

The engagement levels, as in analysing how many people respond to posts by liking, sharing or commenting, will be a firm indication of how effective this strategy has been. The posts revealing Ivy Park Autumn/Winter 2017 on average drew in between 7 and 9k in likes on the We are Ivy Park’s Instagram, and ideally the new line should bring in a solid 10k in likes.

Based on the 411k current followers on this page, the aim is to eventually replicate this number on the new twitter page.

50

The promotion of the competition on this page should in the short-term work to boost the follower count, and then this should grow over time. The competition is expected to receive 500 entries and this again will be used to measure the effectiveness of the campaign overall. Site traffic from Topshop, and analysing the number of users that from Topshop’s home page click onto the Ivy Park: Regeneration banner or advertisement, will also help to determine the strategy’s success.

Paired with sales figures, for both online and in-store purchases, this will monitor one of the key objectives of the release, to boost profits for the Ivy Park label.

Another means to inspect the campaigns progress is to track the number of Garmin Connect downloads which should rise impressively within the weeks after launch.

future To summarise, this strategic marketing plan identifies the key components for the launch of a new line of wearable technology products, designed to enhance the existing Ivy Park activewear line. The key objectives therefore included to maximise sales for the brand and to assume a strong position within the athleisure market, through the use of innovative technology in the products.

There was a distinct gap in the athleisure sector for a brand that delivered both fashion and function in equal terms, Ivy Park: Regeneration therefore takes full advantage of this opportunity with a line of products unavailable to the same extent on the high-street.

fig. 44

The proposed campaign takes into consideration marketing methods to effectively reach the millennial target market, by balancing both online and in store processes. Considering the nature of the collection, digital marketing techniques were an immediate point of reference. Social media in 2017 is a powerful tool, and one, in particularly Instagram, that has greatly influenced the methods adopted in this campaign.

An effort has been therefore made to produce both interesting and informative content, to communicate the brand, its values and its potential to this chosen demographic. Influencer marketing is an extension of social media and another reflection of the increasingly active role of technology in modern buying behaviour.

Blogger outreach and social media are however inter-linking, and considering the following of both the bloggers chosen for this campaign, is an effective means to quickly raise awareness. Blogger interaction tells a story in a sense; by placing the products in a realistic setting and communicating an emotional connection, this works to influence purchases in a big way.

The marketing methods adopted blur the boundaries between technology and retail, which is particularly emphasised in the interactive displays and virtual reality experiences. It is a way to bring everything back to the product line; every component makes reference to or draws upon the core technological themes of the brand.

Due to the restless nature of technology, it is something that is always going to be developing, ever changing and innovating. This is what makes the industry an exciting investment, our modern lives are growing increasingly technological and the overlaps are evident cross-industry. For Ivy Park to delve into the market of wearable technology, they are redefining the nature of athleisure. The future of Ivy Park: Regeneration can be therefore shaped by the latest innovations in the field. The collection has the potential to be extended to incorporate a wider variety of products, in different colours and styles. To launch across the major Topshop city centre stores in the UK is another avenue for development, with even China another possibility considering their reputation as the world leaders in technology. Although in a practical sense this marketing strategy should at foremost communicate Ivy Park: Regeneration and the best routes for its development, it should also work to stir a sense of eagerness and intrigue.

With regular monitoring, this proposal has the potential to strengthen branding simultaneously for both Topshop and Ivy Park, as well as raise awareness for this new and exciting line of products.

51

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images Fig.1 Unknown. (2017). Raw, frayed edges are key to the deconstructed theme of the whole collection. [Photograph ]. Retrieved from http://www.topshop.com/en/ tsuk/category/ivy-park-re-formed-6823137/home?TS=1501065367837.

Fig.2 Unknown. (2017). #IVYPARK's soft jersey sweater, with mesh detailing, adding a new layer to your spring wardrobe. [Photograph ]. Retrieved from https://www.instagram.com/p/BSgrOGmlfZ6/?taken-by=weareivypark.

Fig.3 Unknown. (2016). #IVYPARK oversized logo jumpsuit.

[Photograph ]. Retrieved from https://www.instagram.com/p/BM7DuNtj_ bY/?taken-by=weareivypark.

Fig.4 Unknown. (2016). 20 of the Best Pieces From Beyoncé's New Ivy Park Line.

[Photograph ]. Retrieved from http://www.teenvogue.com/gallery/ivy-park-beyonce-lookbook#2.

Fig.5 Unknown. (2017). Ivy Park. [Photograph ]. Retrieved from http://www. whowhatwear.co.uk/sonoya-mizuno-beyonce-ivy-park-campaign/slide4.

Fig.6 Unknown. (2017). Perforated fabrics provide maximum ventilation, while scalloped sides add a feminine edge. [Photograph ]. Retrieved from http://www.topshop.com/en/tsuk/category/ivy-park-re-formed-6823137/ home?TS=1501065367837.

Fig.7 Unknown. (2017). Patterns and print. [Illustration]. Retrieved from https:// www.tumblr.com/search/90's%20patterns.

Fig.21 Unknown. (2016). #IVYPARK Rib block high rise leggings.

[Photograph ]. Retrieved from https://www.instagram.com/p/ BLQ9pa2DDtn/?taken-by=weareivypark.

Fig.22. Unknown. (2017). Silver smear. [Photograph ]. Retrieved from https:// www.shutterstock.com/search/silver+smear.

Fig.23 Unknown. (2016). Untitled. [Photograph ]. Retrieved from https://www. lsnglobal.com/markets/article/19181/athleisure-market.

Fig.24 LNDR. (2017). Sensorial Fitness: 4. [Photograph ]. Retrieved from www. wgsn.com.

Fig,25 Unknown. (2016). Untitled. [Photograph ]. Retrieved from http://glamourlifestyles.com/beyonce-ivy-park-promo-video/.

Fig.26 & 27 Unknown. (2017). Drop Armhole Tank by Ivy Park.[Photograph].

Retrieved from http://www.topshop.com/en/tsuk/product/clothing-427/ivypark-5463599/drop-armhole-tank-top-by-ivy-park-6625370?bi=20&ps=20 Fig.28 Unknown. (2017). Logo Crew Neck Tee by Ivy Park. [Photograph ].

Retrieved from http://www.topshop.com/en/tsuk/product/clothing-427/ivypark-5463599/logo-crew-neck-tee-by-ivy-park-5455266?bi=20&ps=20.

Fig.8 Unknown. (2016). #IVYPARK ribbed knit jogger. [Photograph ]. Retrieved from https://www.instagram.com/p/BMcJBZxjeuz/?taken-by=weareivypark.

Fig.29 & 30 Unknown. (2017). "V" Mid-Rise 7/8 Leggings by Ivy Park.

[Photograph ]. Retrieved from http://www.topshop.com/en/tsuk/product/clothing-427/ivy-park-5463599/v-mid-rise-78-leggings-by-ivy-park5457863?bi=0&ps=20

Fig 9 Unknown. (2016). 20 of the Best Pieces From Beyoncé's New Ivy Park Line.

[Photograph ]. Retrieved from http://www.teenvogue.com/gallery/ivy-park-beyonce-lookbook#2.

Fig.31 & 32 Unknown. (2017). Cropped Panel Jacket by Ivy Park. [Photograph ]. Retrieved from http://www.topshop.com/en/tsuk/product/clothing-427/ivypark-5463599/cropped-panel-jacket-by-ivy-park-6821587?bi=0&ps=20.

Fig.10 Unknown. (2016). When riding off into the sunset becomes a reality. [Photograph ]. Retrieved from https://www.instagram.com/p/BJM4q99Ayrm/?takenby=lululemonuk.

Fig.33 & 34 Unknown. (2017). Logo Detailed Elastic Racer Back Bra. [Photograph ]. Retrieved from http://www.topshop.com/en/tsuk/product/clothing-427/ ivy-park-5463599/logo-detailed-elastic-racer-back-bra-5700517?bi=0&ps=20.

Fig.11 Unknown. (2017). Sun, sand, sea and shopping. [Photograph ]. Retrieved from https://www.instagram.com/p/BW0L_CDHT9-/?taken-by=sweatybetty.

Fig.35 Unknown. (2017). Ivy Park. [Photograph ]. Retrieved from https://fashionista.com/2017/02/ivy-park-spring-2017-campaign.

Fig.12 Unknown. (2017). #MondayMotivation. [Photograph]. Retrieved from https://www.instagram.com/p/BWXmGIrnB2h/?taken-by=sweatybetty.

Fig.36 Tompsett, M. (2017). Map of the World Map Watercolor.

[Illustration ]. Retrieved from https://michael-tompsett.pixels.com/index. html?tab=images&page=2.

Fig.13 Van Dijk, Z. (2017). Sunday Morning HIIT. [Photograph ]. Retrieved from https://www.instagram.com/p/BXuj8Vph40Q/?taken-by=zannavandijk.

Fig.14 Unknown. (2017). Gel liner in Ink. [Photograph ]. Retrieved from http:// www.topshop.com/en/tsuk/product/gel-liner-in-ink-5304446.

Fig.37 Ryan, C. (2017) Instagram Mock-up. [Photograph]. Retrieved from personal collection.

Fig.38 Ryan, C. (2017) Twitter Mock-up. [Photograph]. Retrieved from personal collection.

Fig.15 Unknown. (2017). Take a hike work, we’re off with a backpack full of essentials. [Photograph]. Retrieved from https://www.instagram.com/p/BU_ hcppFfB4/?taken-by=sweatybetty.

Fig.39 Ryan, C. (2017) Facebook Mock-up. [Photograph]. Retrieved from personal collection.

Fig.16 Unknown. (2017). Silver smear. [Photograph ]. Retrieved from https:// www.shutterstock.com/search/silver+smear.

Fig.40 Ryan, C. (2017) Website Mock-up. [Photograph]. Retrieved from personal collection.

Fig.17 Unknown. (2017). Every summer has a story. [Photograph]. Retrieved from https://www.instagram.com/p/BXOOxEkBBeT/?taken-by=lululemonuk.

Fig.41 Van Dijk, Z. (2017). Jumping into the weekend like. [Photograph].

Retrieved from https://www.instagram.com/p/BXqjlslBq0d/?takenby=zannavandijk.

Fig.18 Unknown. (2016). These leggings are 100% our type on paper.

[Photograph]. Retrieved from https://www.instagram.com/p/ BXDooiDHWni/?taken-by=sweatybetty.

Fig.42 Rowena, C. (2017). Conquer. [Photograph]. Retrieved from https://www. instagram.com/p/BXpLTJ2ABDq/?taken-by=carlyrowena.

Fig.19 Unknown. (2017). Feel at the top of your game. #IVYPARK. [Photograph ]. Retrieved from https://www.instagram.com/p/ BVhvSebHIj6/?taken-by=weareivypark.

Fig.20 Unknown. (2017). Our new seasonal colours. Photograph ]. Retrieved from https://www.instagram.com/p/BVPwQuvn7ov/?taken-by=weareivypark.

Fig.43 Unknown. (2017). Untitled . [Photograph]. Retrieved from http://www. vogue.co.uk/article/chloe-halle-ivy-park-beyonce.

Fig.44 Unknown. (2017). Stretch it out in #IVYPARK. [Photograph]. Retrieved from https://www.instagram.com/p/BYLsltyHAV2/?taken-by=weareivypark.

53

appendices appendix a

appendix b (Data collected from an online survey designed to uncover millennial athleisure views.)

Topshop Store Observation Notes Sheffield- Meadowhall Ivy Park Deputy Brand Manager X The range is not selling as successfully as last year.

X The clothing advertised directly by Beyonce sells better.

X The multi-purpose clothing, sportswear that is not restricted to the gym, also sells better.

X Items with the visible logo, sliders, hoodies and vests are among the top sellers.

7% 36%

London- Oxford Circus Ivy Park Sales Associate X The range has lost appeal amongst its customers, many walk through without making purchases.

X The clothing advertised directly by Beyonce sells better.

X The line is sold separately from other sportswear.

X Sliders and vests are amongst the bestsellers.

X Tourists drive a lot of Ivy Park sales.

57%

appendix d

appendix c

29% 71%

29%

14%

21.5%

appendix f

appendix e Swot tables on the opposite page.

Ivy Park: Regeneration tote bag mock-up.

appendix g

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7% 7%

57% 86% 57% 86%

:reg

ene

rati o

n

7%

7%

21.5%

14%

competitive analysis continued page 24 (swot tables) sweaty betty strengths

weaknesses

X Sweaty Betty have a well established online and offline community through the blog and various fitness events they hold.

X The brand holds competitive price points.

X Customers are offered an introductory 10% promotional discount.

X The brand has good blogger engagement.

X A varied and colourful product range is available.

X The website is interactive and includes workout videos on the homepage.

X No current wearable technological additions have been used.

X Worldwide shipping is not an option.

X An app is not available.

X There is not a “check in-store� option to source products online.

opportunities

threats

X To develop further stores outside of the existing UK and US. X Expand into footwear.

X To introduce new lines in keeping with the latest trend forecasts.

X Gender neutral gym-wear.

X Discount sports retailers may prove troublesome.

X The sportswear market segment is increasingly competitive.

lulu lemon athletica strengths

weaknesses X No wearable technology elements are included in the products.

X Lack of interactive content online.

X A working app is not currently available in the UK.

X Free delivery is offered without a minimum spend limit.

X Clear and modern website layout.

X Frequent fitness events are arranged.

X The brand is already well established in the US. X Social media content is strong.

X Items can be reviewed online.

X Customer service includes live chat.

opportunities

threats

X Instagram workouts could be another avenue for advertisement.

X A shopping app is an area for development.

X Gender-neutral gym-wear.

X Discount sports retailers may prove troublesome.

X The sportswear market segment is increasingly competitive.

X The brand has fewer stores in the UK since arriving in 2014.

h&m strengths X Retails at a significantly lower price point.

X Offers fashion focused and stylish designs.

X H&M ships worldwide.

X High number of UK stores.

X Introductory 10% promotional offer for customers.

X Mobile app is available to make purchases on the go.

opportunities X Influencer marketing would be a useful avenue.

X Sports accessories could be a development.

weaknesses X The product line does not hold any functional value.

X Customers do not have the option to leave reviews.

X Lack of visuals on the website, 360 shots for example would be helpful.

threats X Other competitors advertise more effectively through social media.

X Brands that offer functional, and fashion garments pose a threat.

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