situation analysis
Charlotte Dudley-Smith
N0730041
Word Count: 1636
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Contents 1 Front Cover 3 Ethics Clause 4 Contents 5 Introduction 6-7 Methodology 8-11 Macro Environment
12-13 14-17
PESTLE Analysis Key Macro Trends Key Touch Points
Micro Trend Analysis
Market Health Competitive Environment
Brand Audit
Brand Overview Pen Portrait Brand Health Check
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Brand Opportunities
22 24-26 27 28-29 30- 31
Key Conclusions Illustrations References Bibliography Appendix
SWOT Analysis Brand Challenges Ansoff Matrix
Introduction The purpose of this report is to review the brand Orla Kiely and their current marketing situation. From the information collected, the brand's successes, barriers and key issues that may affect the brand's growth should be identified and critically discussed. Recommendations for new any opportunities that the brand could take should then be explored in order to help their future in the market. The 4 key objectives of this report are: What have Orla Kiely's growth engines been? What have been the successful factors and the barriers of the brand? What have been the achievements and lessons learnt to date? What are the big issues to address?
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Methodology
Research Objectives Research was carried out using various methods to understand how aware the general public were of the brand Orla Kiely against its competitors and what their thoughts and opinions of the brand were.
Method Online survey Printed questionnaire
Sample Online survey gave results from 100 respondents’. Printed questionnaires gave results from 20 respondents. All respondents were above the age of 18. Both males and females answered.
Collected both qualitative and quantitative data.
Primary Research
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Macro
Social
Political
p e s Economic
Brexit: leaves businesses and consumers with uncertainty as the outcome is unpredictable. This creates challenges for all organisations as they have to prepare for the unknown, however with years to formulate a plan there is possibility for a smooth transition for them. Terrorism: also leaves fashion industry with uncertainty. As previously stated unpredictability proposes new challenges for brands as they cannot predict when an attack may happen or how long that will delay the market for.
High house prices: people cannot afford to buy houses due to the increase in prices and have to stay in parental home longer. Mid-lifers are also choosing to refurbish and renovate their own homes rather than moving to a new one.
Increase in city living: consumers moving to urban areas and are spending longer hours at work. This means there is an increase in demand for products that make life easier for them.
Decrease in global unemployment: employment across the world has improved since the recession.
Millennials desire a more personalised shopping service: retailers required to change the design of their service experience to cater for millennial consumers.
Increase in disposable income by 0.8%: This has led to a boost in consumer confidence therefore meaning that they are spending more generating higher revenue and profit for retail brands.
Increase in renting: due to being unable to buy houses, renting has become a lot more popular.
Longer life span: the aging UK population creates opportunities for brands to serve them in the market. Rising levels of obesity: the retail market has to work harder to cater for plussize. As there is a gap in the market, opportunities for clothing companies to introduce plus-size ranges is available.
Environment Legal
t l e
Technological
Increase in smart and online retailing: more opportunities for businesses to market and advertise on apps. This means presence online is vital for brands as people step away from in-store shopping and purchase through the internet. Ecommerce enabling overseas expansion: retailers targeting a larger customer segment generating more awareness leading to revenue and profit. Rise in wearable fitness technology: shows consumers are more health conscious and also opens up new opportunities and markets for retailers that they would not consider otherwise.
Environmental
New Workplace Pension: new pension legislation for British workers that makes it compulsory for all businesses to contribute 3% to their employees’ workplace pension. Minimum Wage Law: importance of employers to follow laws and guidelines of paying employees the correct legal wage for the hours they have worked. Working conditions: companies should be good as they can affect the health of workers and put safety at risk. Health and safety regulations should be abided by to ensure the environment is suitable for both employees and visitors to avoid harm or illness.
Sustainability: packaging, waste reduction and renewable energy become of importance to consumers and become a key influencer of purchasing decisions. 65% of consumers are seeking sustainable fashion. Environmentally friendly products: as consumers get environmentally conscious, new trends such as organic cotton and recyclable materials are becoming a demand.
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1.
Number of babies and infants increase from 2.1 million in 2005 to 2.35 million in 2015. 94% of mothers spend more on their child’s wardrobe than their own.
Changing Family Demographics
.2
Increase in healthy and active lifestyles. 52% of consumers buy active wear for non-sports use. Athleisure has had a strong performance for the last few years, with active wear sales increasing 16% in 2015 and 9% in 2014, it then grew a further 8.5% in 2016.
Health and Wellness
3.
Values towards self-expression/challenging the status quo are rising- 86% of European and US consumers felt that ‘products and services designed for specific needs’ was either ‘important’ or ‘very important’. Demand for ‘experiential luxury’, high end personalisation is thriving, ‘there has been a distinct fashion for it… at this point, it’s really over the top.’ Consumers more demanding: expect brands to fulfil/predict their needs and wants.
Individualism and Expression
W
ith 94% of mothers spending more money on their child’s wardrobe, this may affect Orla Kiely due to it being more than likely their target demographic has children. As the brand do not currently have a children’s wear range, their current consumers will divert to other brands to buy their child’s clothing and spend less on themselves, possibly resulting in less money being spent in Orla Kiely. Whilst they use other brands for their children, they may be introduced to new brands who cater for themselves as well as their children that also offer the same quality clothing as Orla Kiely would. A fall in sales in years to come may be a possibility because of this. Athleisure is becoming a growing industry due to the healthy lifestyle trend. This is a segment that Orla Kiely does not cater for but has the opportunity to be successful in. As many of the brand’s
competitors do not offer leisurewear, the brand could be the first of its kind to provide for their consumers and take them away from mainstream sportswear by creating gym wear with their fashionable stem print incorporated into the clothing. Providing an experience and service that meet consumer needs is too becoming an important trend. Orla Kiely do not provide any personalisation services for their products unlike their close competitor Emma Bridgewater and with having very few stores across the globe, it makes it difficult to offer an effective personalised shopping experience that consumers will want to instantly return to. When competitors’ have hundreds more stores in just the UK alone, the access to shopping with them is easier, although it takes away the exclusivity, convenience and experience may be seen to be more important.
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C
UK clothing market will grow by 16.6% over the next five years to ÂŁ51.2bn. (Reportlinker 2017)
Market Health
urrently there are two strong drivers within the industry. These are Health and Beauty and Athleisure which are both likely to have thrived due to the popularity in the Health and Wellness trend.
Throughout the years, retail brands have been acting on consumer demand/ trends and fulfilling needs by introducing beauty lines and leisurewear ranges into their stores. Offering more to consumers is appealing and entices customers to enter the shop to buy and spend more money.
Health and Beauty Athleisure
Micro Trend Analysis
Athleisure industry was predicted an 8-8.5% increase in 2016. Sportswear industry has grown by 10% over the past decade.
3.4%: Rise in UK retail sales in
December 2016, year-on-year. (Retail Economics 2017)
Health and Beauty industry being a key driver achieving a 5.7% growth in 2016.
12%: Proportion of retail sales made online. (Retail Economics 2017) ÂŁ358 billion: Total value of UK retail sales in 2016.
(Retail Economics 2017)
Consumer interest in health and self-care as well as personal image drives this trend. Trend allows for both customisation and personalisation as consumers seek experiences over possessions which helps to the trend’s success. Consumer push for casualization drives huge growth for sportswear sector as well as interest in being fit and healthy. Fig 10. shows a huge growth year on year in sportswear from 2011-2016 supporting the statement that this is a growing trend.
High Price
Low Quality
High Quality
Low Price
Competitive Environment Due to the extensive product range Orla Kiely has, there are a vast range of competitors as they offer similar products. Also being sold in stockists alongside similar brands makes Orla Kiely’s competition a lot stronger as they are constantly compared to lower priced, similar quality products.
The competitive brand positioning map shows Orla Kiely being a high priced but high quality brand. Competitors at the lower end of the map such as Cath Kidston and Emma Bridgewater were the preferred brands over Orla Kiely, shown in the primary research, despite being a lower quality.
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Mission Statement To engage and inspire women to experience and cherish all the simple things in life through colour, pattern and style.
Brand Essence Homely Bold Traditional
Positioning Statement For women aged 25-40 who want traditional, classic clothing, homeware and accessories. Orla Kiely will provide consumers with high quality, long lasting products which come with a high price tag. Designs are inspired by the beautiful landscape of Ireland that echo another era of charm and femininity which are recognised globally.
Target Consumer Orla Kiely’s target consumer is a middle-aged woman who likes to stand out from the crowd and follow a traditional style with her dress sense. They are reasonably affluent and are happy to pay the high price to receive a quality product in return.
Pe
nP
ort
ra
it
Sarah Winston. 32 years old. AB Demographic. Accountant. ÂŁ40,000 annual income. Lives in West London. Has been married for 7 years to her very successful husband Mike. Has 2 young children, Analise and Florence who are looked after by their Au Pair. The family have a dog called Pippin and a cat called Ginge. Sarah loves shopping, playing the piano and socialising with friends when she has the time. Favourite shops include Boden, Orla Kiely and Anthropologie. Spending money on her husband and children is something she often does.
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Brand Awareness
Orla Kiely is a worldwide brand and popularity is still evident and in demand through the designer having an exhibition at the Fashion and Textile Museum in September 2018. Primary research data showed 43% of respondents were aware of the brand whilst only 6% of them were most familiar with it over its competitors, Emma Bridgewater and Cath Kidston. Data from the printed questionnaires proves that the brand has weak recognition through its name and is more strongly known through its retro patterns. This shows the brand has more visual awareness from the public over its name.
Usage
Check Perceptions
High quality, expensive, bold. When respondents were asked what first came to mind when they think of the brand, common responses were the colours, prints/pattern and retro which are all aspects that the brand focus on so they are widely recognised and associated with Orla Kiely by the public.
Health
Sold in 33 countries through stores, online and over 1000 stockists. When asked “Which brand would you be most likely to buy from?� 8% of the 100 respondents were unaware of the 3 brands named and 12% answered they would most likely buy from Orla Kiely. 62% said they were most likely to buy from Cath Kidston and 18% answered with Emma Bridgewater. This clearly is not a strong figure for Orla Kiely.
“My style has always remained clean, simple, measured, bold and brave.�
Orla Kiely
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Brand Opportunities
S
Strengths
Individual style and recognisable brand because of its patterns and designs. Wide range of products including fashion, accessories and home wear. Huge number of major stockists worldwide therefore accessible in many locations. Clothes worn publicly by celebrities and public figures helping generate publicity for the brand. A dress worn by Kate Middleton sold out after a public appearance and made headlines which is great publicity for the brand.
W
W
eaknesses
Marketing techniques target an older demographic which is not the brands target consumer as suggested through the brand’s models and celebrity consumers. Weak social media presence on sites such as Instagram, Twitter and Facebook which can be vital for targeting and being visible the right demographic. Lack of singular high street stores. Only having 5 official stores worldwide, 3 of which in London limits the visibility and Orla Kiely shopping experience to local residence or tourists. Brand recognition by name is very weak. As shown through printed questionnaire carried out in the primary research it is better recognised through its patterns and colour.
O
O
pp
ortunitie s
Health and Wellness/Athleisure trend gives the opportunity for product expansion and could fit well with the brand’s current style. Introduce a Children’s clothing range to expand on their previous collaboration with the Maclaren pushchair as the children’s market is a growing industry. Also would help to target their indented demographic as they are likely to have children. Possibility for personalisation and customisation on products and services to meet current Individualism and Expression trend and compete with the competition who currently offer the service. This will exceed consumers expectations and create an experience they will want to return to.
T
Threats
Niche brand style which can be limiting in today’s market. Current trends are new and modern; with the brand being retro it can be difficult to attract new customers. Also has the possibility of attracting an older demographic who are attracted to the retro style which is not the brand’s target consumer. Due to having stockists, the brand has a lot of competition as they will stock similar brands alongside Orla Kiely. Brexit can have an effect on Orla Kiely’s international trade. As Britain exits Europe it will create uncertainty with the retail market and trade deals.
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Brand Challenges
Brexit will be a big issue for Orla Kiely as it leaves a lot of uncertainty as predictions for the retail market and trade deals are all a guess. Like any other business, the brand has to prepare for the unknown. If the pound were to decrease, consumer confidence would plunge causing problems for the UK retail industry as a whole, not just the fashion sector. With Orla Kiely being a high priced luxury brand this could have significant results as the demographic they target no longer have the confidence to buy their high priced products.
Market Penetration Product Development
To increase sales at Orla Kiely, the idea of more pop-up shops is a sensible and realistic option they could take forward in order to grow. Currently only having one pop-up shop in London whilst they have two more permanent stores in this area decreases the level of buzz and interest they have the possibility of achieving. Branching out across the country or into Europe where no original Orla Kiely stores are available is more likely to generate interest from new customers, increasing the company’s sales.
To expand on the existing product range that Orla Kiely offers, they could incorporate the Individualism and Expression trend to the brand by creating personalised products. This could be through having the consumer’s initials on a section of the bag (the brand’s best known product) to enhance the exclusivity of the item which is also makes it likely for the brand to be spoken about and published on social media. This will enhance the visibility of Orla Kiely as well as creating a meaningful and personal product for their consumer.
Market Development
Diversification
An opportunity for the brand would be enter a new market with their existing products. As Orla Kiely already sells internationally through 2 stores and thousands of stockists another market could be explored. Targeting students would be a suitable market to approach as they will be the future generation who are targeted to buy at the brand as they age and enter the current targeted demographic of consumers. It would be beneficial to Orla Kiely if they were to use their current products such as stationary to attract students as they are products they are most likely to need.
This is the most risky strategy as it involves entering new products into new markets which comes with a lot of ‘unknowns’. Although Orla Kiely already sell clothing, by stepping away from the traditional clothing styles they current sell would affiliate them most with diversification as they also enter a new market. Producing an athleisure range, which is inspired by the current Health and Wellness trend, could include the brand’s most recognisable prints but they would be incorporated into a new, up-to-date clothing range using new smart fabrics. This idea could introduce the brand to a completely new target market and help the brand to grow.
Ansoff Matrix
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Key Conclusions There are several strategies Orla Kiely could take in order to maximise success, customer connection and sales.
Firstly by opening more stores within the UK and internationally would not only increase customer awareness, connection and sales, but would also offer an Orla Kiely store experience which is desired through the Individualism and Expression trend. An experience is valued by consumers more than ever before, so by expanding their personable store environment across the world will help create customer loyalty and sales for the brand whilst keeping consumers happy. As previously stated, more store locations means increased visibility for the brand which has proven to be weak through the primary research data. All these benefits will contribute to bettering sales and revenue for Orla Kiely by introducing new customers to the brand who have the desire to return. Another recommendation for Orla Kiely would be to introduce a new product range. Whilst exciting cur-
rent consumers with new products, this would help to target and lure in new consumers who are yet to purchase from the brand. The two new ranges that would attract a lot of consumer attention through current macro trends would be an athleisure range and children’s wear range. As consumers aspire to be healthier and also more casual in their clothing choices, this would be an ideal market for the brand to target before their competitors do. This range also steps away from their traditional retro image, putting a different and exciting perspective to new consumers. A children’s wear range would be ideal when targeting their current demographic of mothers. Traditional children’s clothing styles would be popular to the consumers who already buy from the brand and with the birth of the Duchess of Cambridge’s third child this year it would be a perfect time to launch a new range.
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Illustrations Orla Kiely Stem Print. Available at: https://www.flickr.com/ photos/doorsixteen/2156597374 Orla Kiely Logo. Available at https://kmibrands.com/ourbrands/orla-kiely/ Orla Kiely Campaign Shoot for SS 15. Available at: https:// www.pinterest.co.uk/pin/124834220897814138/ Giant Stem Cool Grey Fabric. Available at: https://cdn. shopify.com/s/files/1/1054/5732/products/Giant-_Stem-_ Cool-_Grey-_Fabric_large.jpg?v=1494506747 Orla Kiely Campaign Shoot for SS 15. Available at: https:// www.pinterest.co.uk/pin/124834220897814142/
Map Background. Available at: https://www.globe.gov/ LuLu Guinness Logo. Available at: https://www.myvq.co.uk/ skin/frontend/default/myvq.co.uk/images/LuluGuinness_ Logo.png Kate Spade Logo. Available at: https://fontmeme.com/ images/kate-spade-logo-ofnt.png Ted Baker. Available at: https://www.countryattire.com/ shop-by-brand/ted-baker.html Radley Logo. Available at: https://content.beaverbrooks. co.uk/static/images/content/misc/britishwatchmaker/ radley.png Emma Bridgewater. Available at: https://finchlane.com.au/ wp-content/uploads/2017/01/Emma-Bridgewater-1140x268. png
Illustrations Cath Kidston. Available at: http://www.clearviewopticians. co.uk/wp-content/uploads/cath-Kidston.png Summer Nights. Available at: https://www.pinterest.co.uk/ pin/479281585333883497/ Jessica Alba Talks Eco Living and Swapping Shoes. Available at: https://www.pinterest.co.uk/pin/535506211918104336/
DIY, Room DĂŠcor. Available at: https://www.pinterest.co.uk/ pin/163396292711394962/ RS250 Land Rover Range Rover Evoque. Available at: https://www.pinterest.co.uk/pin/524739794061921323/ 10 Scientific Benefits of Being a Dog Owner. Available at: https://www.pinterest.co.uk/pin/570268371558710924/
Private House, Kentish Town. Available at: https://www. pinterest.co.uk/pin/446700856765213838/
The Streets of London. Available at: https://www.pinterest. co.uk/pin/490751690630692622/
Smoothie Is One Of The World’s Most Popular Cat. Available at: https://www.pinterest.co.uk/pin/339177415670830285/ 25
Illustrations AW 14 Lookbook of our Stem bags. Available at: https:// www.pinterest.co.uk/pin/124834220899350792/
SS 15 Lookbook of our Stem bags. Available at: https://www. pinterest.co.uk/pin/124834220899350662/
Orla Kiely campaign shoot for SS 13. Available at: https:// www.pinterest.co.uk/pin/124834220897814114/
Orla Kiely campaign shoot for SS 13. Available at: https:// www.pinterest.co.uk/pin/124834220897814112/
Orla Kiely Intarsia Flower Head- SS14. Available at: https:// www.pinterest.co.uk/pin/124834220899640576/
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Appendix
Fig 1. Online Survey
Fig 3. Online Survey
Fig 5. Online Survey
Fig 2. Online Survey
Fig 4. Online Survey
Fig 6. Online Survey
Appendix
Fig 7. Online Survey
Fig 8. Online Survey
Fig 9. Printed Questionnaire
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Appendix
Fig 10. Apparel and Footwear by Product Category. Available at: https://blog.euromonitor.com/2017/01/new-apparel-and-footwearresearch-category-overview-sportswear-maintains-momentum.html
Fig 11. Global Sportwear Absolute Value Growth and % CAGR 2016/2021 by Category. Available at: http://uk.fashionnetwork.com/ news/Athleisure-trend-to-stay-an-influencer-on-move-into-luxurylifestyle-and-tech,793062.html#.Wl-VTLp2uUl