Little Women Marketing Strategy and Communication Plan by Charlotte Dudley-Smith

LW 1

ethics clause L i t t l e Wo m e n has gained ethical approval and that f o n t -I confirm D i d o t ithat n r ethis g u l work ar I have faithfully observed the terms of the approval in the with 200 spacing conduct of this project.

Name: .................................................................. Date:............................ Word count: 3964

tents

Introduction Methodology Part 1: Situation Analysis The Brand 10 Mission 11 Vision 11 Identity 12-14 Core Competencies 16 USP 17 Brand Architecture 19 Marketing Mix 21 Benefit Ladder 22 Pen Portrait 24 Consumer Segmentation 25 Consumer Journey 26-28 Steeple 30-31 Macro Trends 32-33 Market Health 34-35 Brand Health 36-37 Finance 39 Current Marketing Strategy 40 Website Audit 41-42 Brand Positioning 44-47 Competitor Analysis 48 SWOT Analysis 50 TOWS Analysis 52 Ansoff Matrix 53

Part 2: Marketing Strategy Aims 57 SMART Objectives 58 Year 1 59 Year 2 61 Year 3 63-66 Part 3: Communication Plan SMART Objectives 69 Above the Line 71 Below the Line 72-73 Budget 74 Conclusion 75 Appendices 77-93 Image References 95-96 References 98-100 Bibliography 102-104

Cont

I 6

n o i t c u d o r n t o n i I t c u d o r t o i n t I c u d o r t The purpose of this report is to analyse the current situation of the British lingerie retailer, Little Women. With the intention of discovering significant opportunities and threats the brand may face within the market due to operating as a niche retailer. Carrying out a comprehensive investigation will offer understanding to the brandâ&#x20AC;&#x2122;s vital components, purpose, values, successes and also difficulties that they encounter. A three-year strategical marketing plan will be devised in order help the brand move forward with the intentions of maximising their growth within the UK. A tactical oneyear communication plan will also be designed, supporting the first year of the marketing strategy in order to promote Little Women and help them excel.

Methodology OBJECTIVES

The aims of the research conducted was to collate as much relevant information as possible to enable the production of a suitable and successful marketing and communication plan. In order to gather ideas and opinions, primary research was carried out using various methods. Both qualitative and quantitative data was obtained, giving an in depth understanding of the consumersâ&#x20AC;&#x2122; awareness, usage and perceptions in relation to Little Women. Whilst also giving an insight into their buying habits when shopping for lingerie and their preferred brands to buy from. This data

was used to further research competitors Little Women have and the marketing strategies used in order to entice consumers into buying from them. Secondary research was conducted using a variation of resources. This too, provided a deeper understanding of Little Womensâ&#x20AC;&#x2122; consumer, competitors and the market it operates within.

A limitation of the primary research is that the focus group only contained 5 participants 19-22 years old. This sample is not a fair representation of the Little Women consumer as a vast range of ages shop from the brand. A deeper insight and understanding of the brandâ&#x20AC;&#x2122;s target consumers and their shopping habits could have been discovered with a fairer sample of the Little Women demographic. 8

Primary Research: 100 female survey respondents 1 focus group - 5 females ranging between 19-22 years old 1 interview with company owner Comp shop in Nottingham

Secondary Research: Statista Euromonitor International Marketing Week Trend One Mintel Forbes

Part one. PART ONE. 9

The Brand

The Little Women brand was founded in 1991 in response to an increasing focus on â&#x20AC;&#x2DC;bigger boobsâ&#x20AC;&#x2122; whether natural or not. A genuine adult alternative to teenage training bras for petite women was not an option (Little Women Fashion LTD, n.d.). The brand discovered a niche in the market, a sector that was not at the time being appropriately catered for. Woman should be encouraged to feel feminine and empowered no matter their shape or size. Little Women are specialist in the

smaller cup and cater for those who are happy with their natural shape and want to make the most of their figure without resorting to surgery (Little Women, n.d.). Offering stylish and classy lingerie and swimwear in AAA, AA, A or B cups, with back sizes from 28 to 42 inches makes it possible for anyone with a smaller chest to find their perfect fit. Their products are specifically designed for their small bust customers and are also produced in small quantities, allowing the wearersâ&#x20AC;&#x2122; purchase and experience to feel a little more special.

Vision

“

Little Women is for individuals who have difficulty in finding perfectly sized lingerie for their small fit. We provide gorgeous, grown up bras for women with a smaller chest.

“

Mission

Little Women gives you the certainty of feeling beautiful and confident with your small chest.

Identity Promise

Attributes

Best fit Fashionable Authentic Inclusive

Quality Value Comfort Support Style

Consumer is at the heart of the brand

Personality Empowering Caring Confident Honest

Source of Authority

The first specialist in small cup, stylish, classy lingerie for small boobed consumers.

Identity Prism Black White Feminine Delicate

Pink

Physique

Relationship

Supportive Community ‘More than a bra’

Inclusive Authentic Empowering Humble Down to earth Personality

Consumer with a smaller Reflection cup size Wants an attractive, good quality bra they can feel confident in

Kapferer Brand Identity Prism.

Fun

Culture

Fashion forward Quality

Confident Feminine Beautiful Happy in their own skin

Self-image

The work of Jean-Noël Kapferer (Martin, 2017)

Aaker Brand Equity Model

British Bras, pants, swimwear, nightwear, activewear

Brand as an Organisation Consumer concern Trusted Everyday brand

Brand as a Person

Honest Happy Confident Inclusive Fashionable Fun

Brand as a Symbol Heart Feminine Pink

Structure

Brand Identity 14

Brand as a Product

The work of David Aaker (Bhasin, 2018).

Core Competencies Core Competencies Core Competencies Due to operating as such a small company, Little Women are able to provide personal customer service, something many larger brands are unable to do. This allows consumers to feel important, comfortable and understood when choosing to contact the brand regarding personal questions about the size and fit of their underwear.

USP Little Women are one of the first and only British lingerie retailers who specialise in producing gorgeous lingerie for consumers with a smaller cup size.

Brand Architecture Bras

Pants

Swimwear

Nightwear

Balcony Lightly padded Padded Plunge Push up Strapless Underwire Non-wired Multiway Halter neck

Briefs Boxers Thongs Shorts

Bikinis Swimming costumes

Slip dress Chemise

Activewear

Crop top Sports leggings

Small boobs, SMALL BOOBS, big dreams. BIG DREAMS. 20

Marketing Mix Little Women’s price range echoes that of it’s direct competitors, acting as a middle mark in the niche market (see page 44). Niche markets usually allow for higher prices than the mass market due to the lack of competition and the differentiated product (Bailey and Ward, n.d.). Little Women’s average price of a bra is £31, whilst the average price of pants is £15. Consumers will be willing to pay these prices to due to the fact the products are specifically designed and made for those with a AAA, AA, A and B cup size, which can be difficult to locate in the mass market.

Place Little Women are an ecommerce retailer, selling products solely through their online website. With advancements in technology, shoppable links are available on the Little Women social accounts, such as Facebook and Instagram. The increased exposure makes it even more convenient and easy for consumer to buy from the company. All products are distributed from their unit in Nottingham, making shipping free of charge to UK consumers, prompt and affordable.

Product Little Women cater for individuals who are unable to source feminine, grown up, well fitting lingerie for their small cup size. Offering more than just quality bras, the brand also stocks a variety of matching pants, activewear, swimwear and nightwear. They also stock various other well respected brands. These include Wacoal and Triumph, which are both evidently popular as shown from primary research (see Appendix A), Sloggi, B.Tempt’d and After Eden, just to name a few.

Promotion Due to their small marketing budget, Little Women focus on digital marketing techniques. It allows them to reach a global audience in a cost effective, measurable way (Anon, n.d.). Their social media platforms such as Twitter, Instagram and Facebook have a combined following of 5,000 users (see page 40) and are used daily to connect with consumers and share the purpose of the brand. Weekly blog posts celebrate the brand and are written to empower individuals with a smaller chest, with another purpose of boosting SEO and ranking the website higher on Google search due to having more content and keywords published. Lastly, direct emails are sent to 8,524 customers who have subscribed to their mailing list (see Appendix C). They receive at least one email a week, encouraging them to view the website and connect with the brand. The 4 Ps Marketing Mix

The work of Edmund Jerome McCarthy (Twin, 2019)

Price

Benefit Ladder 22

Emotional Benefits I feel confident and feminine. I feel included and thought after. I feel happy within myself and in my own body. I finally have the relief of not having to wear a teenage training bra.

Functional Benefits I get a great quality, well-fitting bra for my small chest. I no longer have to wear unfashionable underwear. My appearance is instantly enhanced as I feel like I have boobs.

Product Feautures Bras come in sizes 28AAA-42B, a variation of sizes that consumers with a smaller chest struggle to find from high street retailers. They are designed to be pretty and feminine, allowing the individual to feel beautiful and confident within their own body.

Target and Insights Any person from around the world who has a small bust. They desire a pretty, good quality, well-fitted bra.

(Robertson, n.d.)

Pen Portrait Works as a full time school teacher Graduated from University of Washington, College of Education Kira Everson

Lives in Seattle with her FiancĂŠ

26 years old Size 34AAA Personality Traits Unfashionable Follower Proud Disorganised Narrow minded Introvert 24

Fashionable Leader Humble Organised Open minded Extrovert

Attends her local Zumba class weekly to stay active

Aspires to have a family

Sporty character; particularly enjoys cycling

Awarded a First Class Honours in Primary Education at Birmingham Has 3 children University and 5 grandchildren

Instagram is her favourite app as she can get fashion inspo

Facebook is her favourite app as she can connect with family

Fashion concious

Prefers to order over the phone rather than online

Loves holidays and to discover new places

Has lived in Lincoln her whole life Valerie Pickering

Has been married for 37 years

62 years old Size 38AA Personality Traits

Unfashionable Follower Proud Disorganised

Retired secutary from a law firm

Narrow minded Introvert

Fashionable Leader Humble Organised Open minded Extrovert

Consumer Segmentation

Geographic The Little Women consumer comes from all around the world (see Appendix B). This is not surprising as the brand ship to almost any destination on the globe. Data from Google Analytics proves that the top three website user locations are the UK, USA and Canada, with the UK providing the most revenue and transactions. Contrasting this statement, the most interactive location when communicating with individual consumers via email is Seattle, USA (see Appendix C), which is not reflected within Little Women’s underwear sales.

Demographic Appendix D provides data from Google Analytics, proving that Little Women’s main consumer is between 25 and 34 years old. The same demographic is evident in Appendix E, when looking at their Instagram insights. When considering the Acorn Structure (2014), it is hard to differentiate which bracket Little Women’s general consumer would categorise as, as they have no set target consumer. Any individual can have a smaller chest and buy from Little Women, it does not depend on their household income or any other attributes used within the grading system. They are likely to fall into several segments, with the main point of having a smaller chest.

Behavioural The Little Women consumer values having high quality, beautiful, adult underwear over price. They are willing to pay a higher price for a product that has been specifically designed and tailored to their small chested needs. Despite this attitude, they love a discount code or sale, which enables them to occasionally save on the higher priced underwear. They are happy to spend time making decisions within this product category as they want to make sure it is the perfect bra for them.

Psychographic Using VALS framework, Little Women consumers could be categorised as ‘Thinkers’ as they favour durability, functionality and value in products (VALS, n.d). They are consumers who plan, research and consider before they act and are not influenced by what’s hot, they just buy what they like. They use technology in functional ways, such as browsing on Little Women’s website, placing an order or even phoning Little Women to purchase directly.

Consumer Journey Stage

Awareness

Consideration

Decision

Customer Activities

Active search for small cup bras

Compare and evaluate against their other options

Adds products to basket

Customer Goals

No specific goals yet

Find the best place to find a well-fitting, adult, small cup bra

Find and select beautiful products easily

Touchpoint

Website, social media

Social media, website, brick and mortar, word of mouth

Website

Customer Thoughts

Kira is tired of feeling unfeminine and unconfident in teenage training bras. She makes an active search online to find beautiful adult bras in her small size to feel good about herself. She sees Little Women as a top choice on Google.

Before considering purchasing, Kira refers back to her Google search to explore Little Womenâ&#x20AC;&#x2122;s competitors.

Kira is reassured that other brands do not product as beautiful products. However, feels overwhelmed with the number of categories and products to choose from on the Little Women website. Despite this, she adds to her basket.

Curious

Effort but excited

Overwhelmed

Overall experience

Loyalty and Advocacy

Complete order

Receive order

Enjoys products

Order again, creates an account

Share experience

Order effortlessly

Receive order correctly and promptly

Have the right to wear adult bras despite having a smaller chest

Repeat positive customer experience

Give feedback, share positive feelings

Website, order confirmation email

Social media, website, brick and mortar, word of mouth

Lingerie products, package

Website, order confirmation email

Social media, word of mouth

Kira feels the need to share her experience in case there are other women out there that felt the same as her and desire a well fitting adult bra.

“I have to share this”

Kira is shocked when seeing how much her basket will cost her. However, she proceeds with the purchase as she is desperate to feel feminine in her own body.

Before considering purchasing, Kira refers back to her google search to explore Little Women’s competitors.

Finally Kira feels confident and feminine in her body.

Kira eventually decides to order more lingerie as she is happy with the quality of the product and her positive experience. She no longer feels overwhelmed as she has previously used the website.

“Payment is painful”

Thrilled

Emotional

“This is easier”

(Columbia Road, 2017)

Delivery and Use

Using the Colombia Road (2017) model gave an understanding of the consumer journey. Despite feeling overwhelmed with the number of products and categories on the Little Women website, the consumer still made a purchase. Kira thought Little Women suited her needs best when comparing the brand against itâ&#x20AC;&#x2122;s competitors. Little Women should consider how their website is viewed by a consumer who is buying within the niche market. The website should be inviting and inspiring to the consumer, allowing them to feel comfortable when making decisions and purchases. The consumer experience ended well, however the individual has to commit to the buying experience to receive the positive, final outcome. Little Women should not lose potential customers along the way.

analysis 28

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boobs. boobs. boobs. boobs. boobs. boobs. boobs.

boob boob boob boob boob boob boob 29

STEEPLE Social • 3.48 billion people are users of social media in 2019, a 9% increase from the previous year (Newberry, 2019). • 31% of consumers use social channels to seek new items to buy (Chahal, 2016). • 74% of shoppers make their buying decisions based on social media (Baker, 2017). • The growth in social media usage is inclining year on year due to the increased worldwide usage of smartphones and tablets which enable users to connect online (Statista, 2017).

Evidence above proves consumers are not only using social media to connect with friends and family, but also with brands, businesses and influencers. Interacting with consumers on social networks engages potential customers and dramatically increases the likelihood of turning potential customers into actual buyers (Parson, n.d.). As the number of social media users continues to increase, these platforms have become more critical to marketing success (Mansfield, 2018). The importance of Little Women using social media appropriately and communicating effectively with their consumers is vital. The brand should be maximising on all social media marketing avenues to ensure they are standing out to their audience above their competitors. The brand should also be considerate and calculating with their posts online to encourage positive perceptions of the brand, ultimately leading to sales.

Technological • Using a virtual fitting guide can increase sales by 20% (Virtusize, 2019). • 30% decreased return rates if a virtual guide is used (Virtusize, 2019). Virtual fitting guides are becoming more popular amongst clothing brands as businesses are beginning to understand that returns are extremely common due to clothing not fitting the way that is expected (Hope, 2018). For Little Women, this would be a sensible digital solution to accurately provide measurements and details for their products (see Appendix F). No two boobs are the same. If Little Women consumers could measure the product dimensions against themselves in the comfort of their own home, they would have an understanding of the product could work for them before purchasing it. This will differentiate the brand further from its competitors; advancing in digital solutions, reducing returns and raising profits.

Economic • The UK employment rate of individuals aged 16-64 years old was estimated at 76.1% in 2019. This is an increase from 75.3% the previous year (Clegg, 2019). • In 2019, the UK economic inactivity rate was estimated at 20.7%, lower than the previous year which was at 21.1% (Clegg, 2019). • Average weekly earnings for employees in Great Britain were estimated to have increased by 2.4% in 2019 (Clegg, 2019). The UK unemployment rate is decreasing year on year and is currently at its lowest figure on record (Clegg, 2019). For Little Women this is a positive for the brand as a higher percentage of the consumers they cater for are more likely to be in work and receiving an income. Due to the evidence above, consumers have the capital to spend on taxes, essentials and non-essential items; lingerie falling into the essentials bracket. Resulting in an increase and consistent flow in sales for Little Women as shoppers are able to afford the necessities they sell.

Environmental • Average temperature of the Earth’s surface has increased by about 0.8C in the last 100 years (Anon, 2018). • Climate change will damage economies, devastate populations, increase resource scarcity and dramatically impact the cost of doing business (Mainwaring, 2018). Globally, sustainability and climate change are becoming ever important to civilians and businesses. Individuals are desperate to help protect and save the planet from any further rapid damage. In relation to Little Women, they have already introduced reusable and recyclable cardboard packaging in order to help protect the environment from unnecessary landfill waste. The brand should now consider how the manufacturing and transportation process could be altered to make it more sustainable. This may be through changing to UK manufacturing, increasing energy efficiency or introducing a sustainable range for passionate consumers before it effects the business.

Political

Legal

• Both small businesses and large ones don’t know exactly what’s to come and neither do the experts (Eisenberg, 2019).

• The Equality Act 2010 protects you from discrimination by: employers, businesses and organisations (Anon, n.d)

Progress with Brexit has been non-existent. The country is still unsure where they are heading and whether or not a suitable deal will be made, or if one at all. Little Women have 2 factories based outside of the UK, one in Latvia and the second in China. A plan should be formulated to ensure Little Women have a proposal in place should a no-deal Brexit happen. It is important that the brand is prepared as much as they can be, so there are no delays or issues that could be detrimental to the operating of the business.

The Equality Act 2010 protects the rights of individuals and advances equality of opportunity for all (Anon, 2017). Little Women are providing a service for any individual who wishes to purchase from them, irrespective of their gender, colour, age or size. Every single person should be treated equally to avoid upset and to promote diversity and empowerment as the brand desires to do. If Little Women were to discriminate against a customer, legal action could be taken and would also give the company a bad reputation, which could be extremely damaging due to operating in such a niche market.

Ethical • Survey results from Label Insight found that 39% of people would switch to a new brand if it were completely transparent (Stein, 2018). • 56% would be loyal for life (Stein, 2018). • 76% would pay more for such brands (Stein, 2018). With the raising interest in sustainability and ethical trading, brands

are using transparency as a powerful tool to successfully communicate their positive strategies and processes. Little Women should use this strategy to gain consumer interest and positive perceptions by showing the different areas of the business and how it operates. This will give consumers an insight to working life at Little Women, giving them confidence that the brand is honest and trustworthy, resulting in more interest, awareness and sales.

r T o r c s a d M n e r T o r c s a d M n e r T o r c s a d M n e r T o r c Customer Centricity- (Isobar, 2019)

Putting the consumer at the heart of retail is, unsurprisingly a big trend this year (Isobar, 2019). It is becoming more popular because of the positive impact on businesses (Henryson, 2018). There is a need for companies to move towards their consumers through being available in the spaces they are frequent, both online and offline. Technology provides insights into the consumer journey, making it easy for companies to understand where their consumers are and where they need help. Being proactive and listening to the customer are winning strategies to draw in the consumer. As a result of changing consumer needs, retail must adapt towards an increasing polarised landscape (Isobar, 2019). Little Women should consider what their consumer wants and needs from them. Primary research results (see Appendix A) shows that 79% of the standard lingerie consumer prefers to shop instore for their underwear, yet Little Women is not present in this physical retail market. The brand should consider moving forward to a brick and mortar space to meet with the demands of the consumer, offering and immersive and thoughtful experience, focusing on building an emotional connection (Isobar, 2019).

s s

Influencer Marketing- (Trend One, n.d.) Brands have recognised the potential of using influencers as a marketing strategy. Using individual channels with thousands of followers to boost their own profiles by placing their products in the news stream (Trend One, n.d.). Target groups can be reached more directly through these influencers than with conventional marketing, giving a clear advantage to their use. Statistics from Knightley (n.d.), show that 70% of teens trust influencers more than traditional celebrities due to the connection and personal relationship that has been formed with the relatable and transparent lifestyle the individual shares (Huff, 2017). Little Women have previously used influencer marketing, but despite it being successful, they no longer use this strategy. It would be beneficial for Little Women to reintroduce this marketing strategy to meet the popularity of the current influencer marketing trend. They should approach standard influencers and more importantly, microinfluencers as they are most trusted influencers due to their smaller following. This will target various areas of the market, growing brand awareness and effectively reaching their target audience as they have previously done so before. This approach will easily deliver content that solves a problem for many individuals, who are unable to seek a solution to ill-fitting teenage bras, without them having to source the solution themselves.

Market Health When studying the UK Womenswear market, Euromonitor (2019) states the lingerie sector has been impacted by a wider cultural shift as influential brands are being criticised for setting unrealistic beauty standards. For Little Women, this is extremely beneficial as they exist to celebrate and provide for individuals of a smaller cup size, a market that many retailers do not cater for. This proves the brand are catering for the realism and niche many women live with. More specifically, Statista (2017) visualises the predicted growth of the global lingerie market, a category that Little Women directly cater for. Again, this is extremely positive for the brand as it confirms that the global demand is expected to grow $15.87 billion from 2019 to 2024.

50 40

38.19

40.65

43.28

46.07

49.04

52.2

55.57

59.15

(Statista, 2017)

Market value in billion U.S. dollars

Lingerie Market Share (%) by Region, Global

30 20 10 0

2017

(Morrdor Intelligence, 2019)

Lingerie Market Value Worldwide 2017-2024

2018

2019

2020

2021 2022 2023 2024

North America

Europe

Asia Pacific

South America

MEA

Sales of Womenswear by Category in the UK 2018 Retail Value RSP - GBP million -

Revenue of the 13 931 underwear market segment in the 14 691 United Kingdom from 15 412 2010 to 2021 16 090 (in million U.S. 16 706 dollars)

(Statista, 2018)

2017 2018 2019

2020 2021 0

5000

10000

15000

20000

Women’s Nightwear Women’s Outerwear Women’s Swimwear Women’s Underwear

618.3 20 366.4 169.6 2 413.5 (Euromonitor, 2o18)

Brand Health

Results from the primary research survey (see Appendix A) indicates 8% of respondents have heard of the brand. This is an extremely low percentage considering Bravissimo, a brand that specialises in the niche market of much larger boobs, has a 49% consumer awareness (YouGov, 2019). Despite having vastly different scales of respondents, Little Women should be aiming for or exceeding this rate of consumer awareness whether or not they have a small or large sample size.

Are you aware of the lingerie brand ‘Little Women’?

Have you ever bought from the brand?

Yes- 8%

Yes- 2%

No- 92%

No- 98%

Primary Research What is your preferred way to shop for lingerie? 10%

Do you think high street retailers are inclusive and representative with their bra sizing?

11%

How regularly do you buy a new bra? Every 3 months

Every 6 months 55

0 24

79%

Online-

In-store-

No preference-

Yes- 15%

No- 67%

Where do you get lingerie inspiration from? Online: Offline: Social media Manikins in posts, influencers, store, window websites, etc. displays, etc.

26%

15%

Other: buy what I like, don’t look for inspiration

62%

Unsure- 18%

Once a year Every year and a half

Every few years

100 100 100 100 100

Do you buy from lingerie specialist retailers or lingerie departments in fashion retailers? Specialist retailers

20%

Fashion retailers

No preference

58%

22%

Results from online primary research survey, see Appendix A 37

Improvements Consumers Want When Shopping For Underwear Mintel (2018) research confirms there are many challenges women face when shopping for underwear. Little Women cater for almost all of these challenges, suiting these individuals who struggle to find underwear. Providing specialised quality bras to fit perfectly to the smaller bust, online size guides to find a flawless fit and a vast range of brands to choose from.

40%

38%

33%

25%

21%

Product Fit

Product Quality

Size guides

Loyalty schemes

Ranges of brands (Mintel, 2018)

Financials Average order: Quantity: ]from 01/2019-05/2019

Sales since 2015:

LW Shipping: from 01/2019-05/2019

Revenue: from 01/2019-05/2019

Tax: from 01/201905/2019

(See Appendix G). 39

Current Marketing

Mailing list audience of 8,524 people (see Appendix C). Emails sent weekly, maximum of 6 times a month. Used by Little Women to deliver a targeted message to an already reached audience, through an easy to measure strategy (Wilson, 2015). Regular emails help increase brand revenue as it can reach a global audience at a low cost. New stock, discounts and competitions are shared through this communication platform.

(See Appendix H).

1000+ followers

W We We b

Little Women currently use a BFF marketing, a chatty, inclusive, intimate approach when communicating with their consumers (Sykes, 2017). It gives the impression that the brand is your friend, it thinks youâ&#x20AC;&#x2122;re special and is designing products especially for you- as Little Women actually does.

1,500+ followers

2,500+ likes

450+ followers

e b We sit Au e d b We sit Au bs e A di i ud eb te sit Au it bs e A di A black and white house style runs throughout the website, giving a professional and clean feel to the websiteâ&#x20AC;&#x2122;s design. Sliders are only used on the homepage to advertise new season stock to customers entering the site, creating an interactive page which instantly engages visitors (Castro, n.d).

Insights Evidence from the consumer journey shows that the consumer felt overwhelmed by

the number of categories and brands to

choose from. Less is more when it comes to engaging consumers (Pitchmeadmin, 2018).

As customers are unlikely to know what they are specifically looking for when searching the website, it would be of advantage to

Little Women to condense their stock and

refine product categories, so individuals have a broader category search of less products

resulting in keeping them engaged for longer.

Insights International delivery available

Free UK delivery

Stock check system Live chat pop up Image zoom

Detailed product description Customer reviews

Frequently asked questions

Itty bitty TITTY titty ITTY BITTY committee. COMMITTEE. 43

Brand Positioning High Price

Direct Competitors Little Women Dainty Lady Pepper Lula Lu Know Knockers

Classic Designs

Contemporary Designs

Elma Lingerie Betty and Belle

Low Price 44

It is clear from the perceptual map of direct competitors, Little Women are one of two brands that stand out in this niche market, due to their designs and average pricing. They offer more than just basic, classic underwear; providing colour, flowers and femininity. This sets the brand aside from the cluster of classic designs, welcoming consumers who want to choose from a range of pretty and interesting underwear, as opposed to a plain nude bra. Evidently, Little Women are also at mid-point in terms of their pricing. This allows them to cater for consumers at both ends of the market, whilst suggesting their prices represent the high quality of their products. Dainty Lady and Pepper are two of the most direct competitors for Little Women. They offer very similar pricing and of course a similar product. Although Little Women has more contemporary designs, itâ&#x20AC;&#x2122;s important to evaluate these two brands against the Little Women brand to see how Little Women can successfully compete and win over their current customers.

Brand Positioning High Price

Indirect Competitors Little Women Agent Provocateur Timpa Lingerie Boux Avenue Victorias Secret

Classic Designs

Contemporary Designs

Ann Summers Bluebella Asos- own brand M&S 46

Low Price (See Appendix I).

The competitors on this second perceptual map offer sizes greater than an A, with one or two brands such as Marks and Spencer offering an AA cup. These brands do not specialise in small cup lingerie unlike Little Womenâ&#x20AC;&#x2122;s direct competitors, hence why they fall onto this mass market, indirect competitors map. This map plots Little Women directly at the centre of the diagram, representing how the brand is performing against other retailers in a highly saturated market. Within this mass market, Little Women offer lingerie that can be deemed as a centre point between classic and contemporary when compared against its indirect competitors. It is also marginally cheaper than many other brands within this sector, which makes the brand look more attractive to consumers who are on a budget or do not want to pay extortionate prices for their underwear.

Competitor Analysis Little Women

Dainty Lady

Empowerment, ‘breast don’t define you’, inclusive.

Fashion, comfort (Dainty Lady, n.d.)

Commitment, celebration, community (Pepper, 2019)

Differentiation

First specialist brand to offer exclusively designed adult bras in AAA, AA, A, B (Little Women, 2019)

All products are handmade to order.

A movement beyond bras (Pepper, 2019)

Social following

Twitter: 1,061 followers Facebook: 2,483 likes Instagram: 1,457 followers

Twitter: 7 followers Facebook: 10 likes Instagram: N/A

Twitter: 178 followers Facebook: 2,025 likes Instagram: 7,216 followers

Primary consumer

No set age bracket. Any consumer who has a smaller cup size.

Due to their lack of online presence and lingerie designs, it suggests a women 30 years old and older.

Edgy and youthful marketing suggest they target 16-30 year old women.

Company presence

Ecommerce only. Based in the UK. Ships worldwide, excluding to Russia and China.

Ecommerce only. Based in the UK. Ships worldwide.

Ecommerce only. Based in the US. Ships only to addresses within the US.

Bras, pants, nightwear and activewear. Sizes AAA, AA, A and B. Online bra fitting service.

Bras, pants swimwear, comfortwear and glamourwear. Sizes AAAA, AAA, AA and A cup.

3 bra styles available in four colours. Sizes AA, A and B cup. Online bra fitting service.

Values

Products/services 48

Pepper

Boobies don’t BOOBIES DON’T define us. DEFINE US. 49

Strengths

• Products aren’t made from sustainable fabrics which is a disadvantage as many consumers are heading for organic cottons etc. • Lingerie market is currently saturated with general retailers and lingerie specific retailers increasing the competition between Little Women and direct and indirect competitors. • Consumers prefer to buy underwear in-store (see Appendix A). • Consumers now have an increasing demand for an interactive experience when shopping (Bremner, 2017). • Other brands Little Women stock are made overseas, with the occurrence of Brexit, the outcomes are currently unknown.

Threats

• Sold solely through ecommerce therefore they have no brick and mortar retailers for sales or exposure. • Brand awareness is weak (see Appendix A). • Have no specific target consumer making it difficult to market to a particular demographic. • Manufacture outside of the UK (in Europe and China). With the uncertainty of Brexit, could result in smaller profits as cuts are taken from factories and transportation. • Relies heavily on one channel to sell their products, therefore those who are not users of social media may not be being targeted, reflecting the low consumer awareness percentage. • Operating to a niche audience. • Sell weaker lines such as swimwear and nightwear which are underperforming.

• Update the website with digital advances, such as virtual fitting guides, personalised product options and image search. • Open a concession in high street retailers’ physical lingerie departments as primary research supports this idea (see Appendix A). • Have international pop up stores to welcome new customers overseas. • Maximise on overseas marketing through traditional and non-traditional strategies to grow brand awareness. • Get on board with sustainability trend, possibility of producing an organic cotton bra (Trend One, n.d.). • Creation of a Little Women rewards scheme to reward loyal customers after each transaction. • Celebrity collaboration.

Opportunities

• Trusted brand due to running for over 20 years; customer statistics shows high consumer loyalty. • Recently have started using models of different diversities, showing further inclusivity within the brand. • Offer a unique product due to the small sizing limitations in the market, therefore have a strong USP. • Have a wide size offering as bras range from a 28” back to a 42” back. • Worldwide shipping (except to Russia or China) makes the brand accessible globally.

Weaknesses

SWOT Analysis

TOWS Analysis Opportunities

Due to running for longer than 20 years, Little Women has become a trusted brand by its consumers. However, the brand can better their current position by becoming transparent with their current and prospective consumers. Showing the running of the business and the manufacturing process will demonstrate the authenticity of the brand and enable buyers to feel a stronger connection with it as they understand where their product originated from. This should enable the brand to give an experience that will resonate with the buyer, leading to increased awareness, consumer retention, and revenue with little effort.

Threats

Strengths

Despite having a strong USP, Little Women could differentiate the brand further from its direct competitors buy introducing specific product categories for cancer patients who have under gone a mastectomy, or for individuals who are transitioning. These bras would be designed with more padding than Little Women bras currently have to achieve a very natural looking cup shape under clothing. This will enter Little Women into an exciting new market, further empowering and giving confidence to those who buy from them.

Weaknesses

Little Women currently operate solely though ecommerce. Introducing the brand to the high street through various ways, such as a concession, pop up shop or permanent brick and mortar store will heighten brand awareness, something every brand desires. Results from the primary research questionnaire (see Appendix A) establishes that consumers feel current high street brands are not inclusive or representative with their lingerie sizing. It also displays that consumers prefer to shop instore for their lingerie. More specifically, if Little Women were introduced to the high street as a concession, high street brands would be praised for offering more inclusive sizes, catering for those who are currently unable to shop for their smaller size. Little Women would be recognised.

New Little Women consumers can feel overwhelmed when first using the brandâ&#x20AC;&#x2122;s website. There is a vast range of product categories which leave the customer clueless with where to start shopping. This may push customers to shop from competitors who offer a much smaller range. The brand could cut down on their product range, condensing their stock and focus on their core products of bras and pants. This gives a greater opportunity to the brand as they can maximise their profits, developing and improving in what they know sells best.

Ansoff Matrix Little Women could use online influencers as brand ambassadors to promote the brand, their products and the empowerment they give. Evidence shows brand success when using these individuals as 70% of teens trust influencers more than traditional celebrities and 86% of women use social media for purchasing advice (Knightley, n.d.). This would increase revenue for Little Women as more customers are exposed to the brand due to the high influencer following and trust given towards the individuals, leading to profit.

To meet current trends and demands within the market (Trend One, n.d.), Little Women could produce a sustainable range of bras and pants. These could be made from organic cotton, which are much more friendly for the environment as they arenâ&#x20AC;&#x2122;t treated with pesticides, toxins and other harmful products like ordinary cotton is (Dalton, 2018). This will continue to differentiate the brand from its competitors as very few retailers offer a sustainable clothing range.

To expose the brand to a new market, vastly increasing their brand awareness, Little Women could launch on a reputable online website such as Asos. This would introduce Little Women to a completely new audience. Mmany different customers shop on Asos due to the diverse clothing they stock and huge number of brands available in one place. Asos ships worldwide, has 18.4 million active consumers, over 22 million social media followers and 7.4% market share (Asos plc, 2018). It is clear that Little Women could benefit greatly from Asosâ&#x20AC;&#x2122; global following, broadcasting their niche products to a much larger global audience.

Creating a completely new line aimed for those who are transgender will specifically cater to a whole client base. The company currently sell to a small number of individuals who are transitioning from male to female. Creating a specific range for these individuals, will offer them perfectly shaped, under garments enabling them to feel feminine and confident throughout and beyond the transitioning period. Not only will it benefit the consumer, it will also diversify the brand, increasing their reputation in the niche, small boob market.

The work of Igor Ansoff (Anon, n.d.)

Exsiting

New

Exisiting

Where does the brand want to be? An interview with the brandâ&#x20AC;&#x2122;s CEO (see Appendix A) revealed that Little Women want to differentiate themselves further from itâ&#x20AC;&#x2122;s competitors through new strategies. They want to be a well-known, reputable retailer and the go-to brand in the niche small cup size market. Primary research results need to be considered when formulating a suitable strategy, whilst also considering Little Womenâ&#x20AC;&#x2122;s target consumers in order to be successful. The brand is determined to grow beyond their current reach and meet current consumer behaviours and habits, with the hope of increasing awareness and profit.

Part two. PART TWO. 56

Key Findings Consumers prefer to shop for their lingerie in-store (see Appendix A) Weak brand awareness (see Appendix A) Website content is too heavy (see Appendix A)

Aims To increase brand awareness To drive brand engagement To increase sales To improve consumers digital shopping experience To meet the needs suggested by primary research To decrease the number of returns

Three Three Three Three Three Three Three Three 58

Year Year Year Year Year Year Year Year

SMART Objectives

Marketing Marketing Marketing Marketing Marketing Marketing Marketing Marketing

Strateg Strateg Strateg Strateg Strateg Strateg Strateg Strateg

To minimise the bounce rate from 59.80% to 55% and increase the conversion rate from 1.74% to 2.5% before 2021 by improving the digital shopping experience. To increase social engagement across all networks by 10% of the current engagement by 2022. To increase sales by 5% before 2023 by making Little Women more accessible to consumers.

gy gy gy gy gy gy gy gy

Year 1 Target: To minimise the bounce rate from 59.80% to 55% and increase the conversion rate from 1.74% to 2.5% before 2021 by improving the digital shopping experience.

Measured by: Google Analytics, focus groups, surveys. Year 1 will focus on developing the current website, building on the consumerâ&#x20AC;&#x2122;s online experience through new digital solutions to aid them on their consumer journey. Adding advanced features, not yet used by Little Womenâ&#x20AC;&#x2122;s competitors will innovate the brandâ&#x20AC;&#x2122;s website. These suggestions include a virtual fitting guide (see Appendix F), image search to find similar bras to its competitors (see Appendix L) and personalised product suggestions based on previously viewed products (see Appendix M). These new innovations should make the individuals experience on the website more exciting and easier to operate, therefore resulting in longer online sessions and additional sales. Removing and condensing weaker categories of stock will also solve the issue of consumers feeling overwhelmed, keeping them on the site for longer and will also help the brand to focus on their strengths. (See Appendix J and K for current bounce rate and conversion rate). 59

Small boobs SMALL BOOBS matter. MATTER. 60

Year 2 Target: To increase social engagement across all networks by 10% of the current engagement by 2022.

Measured by: Social media likes, follows and comments. Year 2 will focus on the social and online growth of Little Women. Following the Influencer Marketing trend published by Trend One (n.d.), will allow Little Women to target consumers more directly, yet be exposed to a mass of consumers outside of their niche market. A diverse range of influencers will be used to promote inclusivity and empowerment, factors Little Women prides itself on. With more positive and inclusive exposure, also emphasising the new website features, awareness will indefinitely be increased at an affordable expense for the brand.

Love LOVE yourself. YOURSELF. 62

Year 3 Target: To increase sales by 5% before 2023 by making Little Women more accessible to consumers.

Measured by: Google Analytics, financial accounts.

Year 3 will introduce Little Women to the most popular department store in the UK, Marks and Spencer (YouGov, 2019), with the objective of being Consumer Centric (Isobar, 2019). Insights from primary research (see Appendix A) state consumers prefer to shop instore for their lingerie, something that Little Women consumers are currently unable to do with the brand. Introducing the brand to a new offline market in a reputable, trusted high-street retailer will open the brand to millions of new potential customers, furthering their opportunities for success. This ambitious proposal will provide many benefits for Little Women as new marketplace opens for them, increasing consumer awareness, boosting sales leading to more revenue and also the potential for reduced returns as consumers are able to try before they buy. Consumers will associate Little Women with the M&S trusted reputation, potentially driving more traffic to their website to see their whole range.

Why Marks and Spencer? Good own brand products

Good quaility

Trust worthy

(YouGov, 2019).

Public awareness:

Supportive

The most popular department & home store in the UK

Favourite brand from 99% Brand Awareness

27%

of primary research respondents 64

five year

Have a transformation timeframe in place to make M&S special again. Adult version of their Angel bra range which is designed for teens/first bras.

bras are sold each minute in store (Marks and Spencer, 2017).

1 in 3

British women buy their bras from M&S

ÂŁ3.7bn revenue in clothing and home in 2018. (Marks and Spencer, 2018).

39%

contribution to UK revnue.

1035

UK stores

74% Positive Opinion

Great value A favourite Consistent

6% Negative

Availablity

Clean Reputable

20% Neutral

Wide range

Choice

Public perception:

Close competitor to Little Women on the brand positioning map. Suggests they are likely to have the same type of consumer due to their prices and designs.

As a result of Marks and Spencerâ&#x20AC;&#x2122;s market share decline, a five-year transformation timeframe has been put in place to enable the brand to make a comeback and be special once again (Marks and Spencer, 2018). Plans surrounding clothing focus on restoring value and style, with proposals to maximise the opportunity for recruiting and retaining new customers at natural joining points for the brand such as first bra and first suit. Due to this point, Little Women would appropriately slot into this segment of the plan, delivering style and value to consumers buying their first bra or simply to those who are of a smaller cup size. Although M&S offer sizes as small as an AA cup, designs are extremely basic and boring which is of no attraction or desire to many women. Little Women would be able to meet the gap available in the M&S brand to provide their small cup consumers with attractive, specialist bras, with a purpose of a good fit and boost of confidence. Following this, for younger consumers buying online and returning by post is not a problem. However, the more mature consumers are less likely to return items by post and would prefer to return items to a store. Stores like M&S understand this and use this to their advantage as the customer will make more purchases on returning, benefiting Little Women even more.

analysis 65

i t T e g g g r n n i a i t t T e e ng g g r n i a i t t T e e g g g iLW r n n i a t t T e e g g g r r n a i t t T e e g g g r e siz

ildren

h a smal w it lc u

Prim ar y

sumer: Fem al

ch ge na

n Co

e te

ums buying er: M for m u th s n ei o r C

Ter ti a ry Co ns Sec on da ry

r: M

ioning ransit t s ale

Little Women’s primary target consumer during this marketing strategy will be females with small cup sizes. When investigating M&S, research showed that individuals thought that smaller cupped ladies were not catered for by the brand, as shown in Appendix N. Little Women will primarily target these women, as it is their speciality and can easily gain customers that M&S are not currently or successfully providing for, with this opportunity.

Little Women’s secondary target consumer will be Mum’s buying for their teenage children. Having a focus on M&S’ five-year transformation plan with a joining point of the first bra, will instantly bring Little Women to the attention of individuals who are shopping for this purpose. Finally, the tertiary target consumer will be males who are transitioning. Little Women already get a lot of custom from individuals who are transitioning without targeting them directly. Introducing the brand into M&S will make their lingerie customers aware that a smaller, specialist company is being stocked by the brand. This has the likelihood of them advertising Little Women via word of mouth, informing friends and family who it may appeal to; particularly those transitioning as it is it difficult to find well fitting small cup bras.

g g n g n i 67

Part three. PART THREE. 68

O O O O O O O O

One One One One One One One One

Year Year Year Year Year Year Year Year

Communication Communication Communication Communication Communication Communication Communication Communication

SMART Objectives

To encourage brand engagement with Little Women by 2021.

To drive awareness, consideration and purchase on Littlewomen.com by 2021.

Plan Plan Plan Plan Plan Plan Plan Plan 69

The communication plan will run alongside the first year of the marketing strategy. A range of above the line and below the line marketing techniques will be used to appropriately and successfully target potential and current customers, driving them to the Little Women brand. The focus will be to advertise the digital advancements on littlewomen.com, ensuring consumers know that they are at the heart of the brand and changes have been made to improve their online experience. (See Appendix O and P for project timeline and financial plan).

overview

Above the Line

Paid Media

Magazine Advertisement

Online advertisement Magazine advertisement SEO

L i t t l e Wo m e n Specialists in small cup bras

font - Didot in regular with 200 spacing

Blog posts by customers Social media posts Online articles Reviews

Linger i

e Sp

n e c ia lists i

POEM Model Aileron (2014).

t t l e Wo m

Social Media Websites Blog Email newsletters Direct mail

Earned Media

As Little Women’s older target consumer is less likely to browse online, it’s important they are targeted with an appropriate strategy. Little Women will pay to advertise on a quarter page of Women’s Weekly at £4,650 in order to reach their older target consumer. The promotion will reach a readership of approximately 610,000 people, all of which made a conscious decision to read the publication, which is advantageous as consumers will be engaged (Jud, n.d.). Magazines also have pass-along exposure and also often end up in waiting rooms or salons, resulting in the advertisement being exposed to even more people and for a longer period of time. The median demographic for Women’s Weekly is 65 years old, a similar age to Valerie (see page 24), which will enable individuals like her to be exposed to the brand. m

Owned Media

l c u p bras

Below the Line Email Newsletter

Social Adverts

Little Women will continue to use emails as a part of their new communication strategy. A weekly email will introduce current subscribers to new collections, news and updates as well as the launch of their digital advancements. Using the software ‘Drip’ will allow Little Women to create these emails, have a mailing list and also see the analytics/response from the emails that has been sent. The success of emails will be measured through Drip, which can inform the brand of email conversions and click throughs.

This will include sponsored advertisements on platforms such as Facebook and Instagram for various time periods throughout the year. Pictures communicate much more to audiences than verbiage (Swidler, 2016), therefore Little Women should use this to their advantage. Platforms allow brands to identify audiences through their preferences, behaviours, tastes and interests, resulting in accurate targeting of the correct audience, increasing traffic and sale conversions.

Social Media

Competitions

DeMers (2014), states social media marketing gives brands greater opportunities for conversion. The humanisation element that brands now have, allows consumers to feel engaged and have a connection with the brand, hence Little Women’s BBF marketing approach. With this in mind, Little Women will continue to market across social media in the same way as before. Making daily posts and sharing any updates with the brand- particularly highlighting the brand’s digital advancements. 72

The brand will run monthly competitions to encourage engagement and interaction with the Little Women website and social accounts. These will range from winning back your order of up to £50 or winning a £50 gift card to spend with the brand. This is an effective way of building brand awareness by reaching prospective customers (Lee, n.d.), even if they do not decide to participate. The success will be measured through the number of competition entrees each month as well as increased interaction across all social accounts.

Blog Posts Little Women will write blog posts to discuss and promote the new digital advancements, showing how to correctly use them should individuals have any problems. This method will also boost the brandâ&#x20AC;&#x2122;s SEO when using keywords.

Discount Postcard Little Women previously built a customer base through a catalogue and phone orders. To reminisce on this brand history, the brand will offer a modern take on the catalogue and send a discount postcard to UK customer addresses that have been accumulated throughout the years of operating. Featuring a QR code link to the website and a generous discount to encourage customers to try the new features when they order. Statista (2018), states 95% of 25-34 year olds in the UK own a smartphone, making this marketing method appropriate for the Little Womenâ&#x20AC;&#x2122;s main demographic. This is a highly targeted method and also easily measurable (Suttle, n.d.), as Little Women are able to see who accessed the website via the QR code and also who has used the discount with their order.

Below the Line

Little Little Little Little Little Little

Women Women Women Women Women Women

Use your smartphone or tablet camera to scan me! We have new features at Littlewomen.com

30% off all orders! Apply LW30 at the checkout. Discount valid until 31/8/2021

A £7,000 budget was set by Little Women’s CEO, following this communication plan would only cost the brand £5699.62. Appendix P demonstrates the financial plan, with the profit and loss accounts. Appendix Q shows where the costs occurred.

budget

co co co co co co co

nclusion. nclusion. nclusion. nclusion. nclusion. nclusion. nclusion.

conclusion. conclusion. conclusion. conclusion. conclusion. conclusion. conclusion.

There will always be the need for underwear/ bras. The open recognition and acceptance of the gender reassignment and transitioning group of consumers means that the market has the potential of doubling in size. Individuals should be encouraged to feel confident and empowered no matter the size of their chest. It is evident that Little Women have the potential to succeed within this growing niche market. Using appropriate advertising and discrete targeting of user groups through this marketing and communication plan, will increase their market share, brand awareness and revenue, leading the brand to growth and success.

con con con con con con con 75

Appendices APPENDICES 76

Appendix A: Primary Research Survey Results

Focus Group Consent Forms

Interview with Little Women CEO

Appendix H: Social Media

Appendix I: Comp Shop

Appendix L: Image Search

Appendix M: Personalised Recommendations

Appendix N: M&S Facebook Comments

Appendix O: Timeline

Appendix Q: Facebook and Instagram Advert Costs

Postcard Cost- Vistaprint

Image IMAGE References REFERENCES 94

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