Marketing Report
1. EXECUTIVE SUMMARY brief outline of report 2. NEW FABRIC TECHNOLOGIES
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3. ACADEMIC
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5. INTODUCING ME TIME
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6. CONSUMER
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bamboo and scent micro-encapsulation models and theories
about the brand, brand onion, SWOT and TOWS analysis pen portrait and consumer profile
4. MARKET RESEARCH focus group
7. BRANDING for ‘me time’
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33 35
7. THE 7 P’S
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9. ALIGNMENT
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product, price, promotion, place, packaging, positioning, people alignment map using branding, consumer and the 7 P’s
10. THE USP
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11. 5 YEAR PLAN
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12. CONCLUSION
analysis and plan for the future
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13. GLOSSARY
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14. APPENDIX
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what makes ‘me time’ different illustrated time-line
alphabetical list of terms original models, theories and image sources
15. BIBLIOGRAPHY sources
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Learning Agreement Name: Charlotte Haslam Course: BA (Hons) Fashion Design and Technology Level: 6 Unit: Major Project Unit Code: FTY652 Credit points: 60 Study hours: 600 hours Tutor(s): Tony Bednall, Katie Atkins, Anya Pearson, Anna Pegg, Josh Masih, Pat Grice, Tiffany Smith, Alena Bessant, Jamie Yeates. Synopsis of study: From the culmination of 3 years practice on the BA (hons) Fashion Design and Technology course, I have brought together all areas of my chosen practice to support and inform my future career direction. For my Major Project I would like to enter into the gift market and expand my knowledge of it because I feel the companies I aspire to work for in the future are part of that market. I will create a marketing report launching my new brand and product; this will demonstrate my ability to use coherent marketing models to underpin my marketing strategy. I will specialise in the branding and marketing aspects of a business and read relevant journals and books to expand my knowledge. Alongside the marketing report I will also be prototyping my product, to give an overall feel for my brand and product. This project will focus around the spa and lifestyle industry. The draw of luxury spas to women, however bringing the price tag down but keeping the luxury for at home treatments. I am developing and creating a range of pyjamas. Which will be made from eco-friendly and technologically advanced fabrics, such as the thermo reactive and antibacterial properties of fibres within bamboo. I am also looking into the development of micro encapsulating fabrics with scent that would help promote relaxation and well being for the wearer. To underpin my work I will be creating the brands, brand and visual identity, prototyping through different packaging and looking into the 7 P’s. The final outcome will be the prototyped product along with a marketing report and a portfolio of visuals, all backed up through work in my sketchbook. I have chosen this for my Major Project because, when applying for careers when I graduate, I hope to work for a luxury lifestyle brand, specialising in branding and marketing. So for my Major Project I would like to demonstrate the ability to rigorously apply specialist knowledge, understanding and creativity to that chosen subject. I will do this by managing my time efficiently and effectively. Taking in to consideration how long individual tasks took when doing my Professional Practice unit, I will construct a timeline of tasks to undertake each week and for them to be completed and ticked off by the commencement for each new week. I hope to speak with companies who I would consider my brand competitors and draw from their strengths and weaknesses through undertaking shop reports and SWOT analysis.
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Aims: A1:
To provide myself with the opportunities to exercise and enhance my knowledge and abilities in the development of a body of creative and technically competent work appropri ate to my course aims and criteria at Level 6.
A2:
To provide opportunities for myself to learn from the increased complexity and rigour of creative production required for this unit.
A3:
To encourage myself to apply the advanced level of discipline and time-management which are required during this unit.
A4:
To encourage myself to work independently, albeit with supervision, in the development of my work, in a way which reflects contemporary professional practice. I am also encouraged to work effectively as a team member where this is demanded by my project or subject specialism.
Learning outcomes: On the completion of this unit I will be able to: LO1: Demonstrate the ability to rigorously apply specialist knowledge, understanding and creativity in the production of my Major Project.
Term Week: 14 15
Week Commencing: th 27 January rd 3 February
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10 February
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17 February
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24 February
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3 March
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10 March th 17 March
LO2: Demonstrate the ability to manage the complexity of practice demanded by the Major Project by managing my time and work efficiently. LO3: Demonstrate ability in the coherent use of various representation techniques, documentation and presentations to specialist and non-specialist audiences. LO4: Demonstrate my awareness of the ethical, social and cultural issues appropriate to the concept of a responsible professional practitioner, whether working independently or as part of a team.
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Assessment Requirements: Body of work: 70% Which will include: research folders, sketchbook of ideas, marketing report, portfolio pages, prototype of the product. Portfolio: 30%
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31 March
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7 April
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14 April
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21 April
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28 April
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5 May
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12 May th 19 May
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26 May st 31 May
The final outcome will be the prototyped product along with a marketing report and a portfolio of visuals, all backed up through work in my sketchbook. Reference: Posner, H. (2011). Marketing Fashion. London: Laurence King. Jackson, T. and Shaw, D. (2009). Mastering Fashion Marketing. Basingstoke: Palgrave Macmillan. Easey, M. (2009). Fashion Marketing. 3rd Ed. Oxford: Wiley Blackwell. Wheeler, A. (2013). Designing Brand Identity. 4th Ed. New Jersey: John Wiley and Sons Inc.
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Event: Major project starts th Learning Agreement Completed- Wed 5 February -Figure out my idea for Major Project -Research about smart fabrics -Order fabric swatches -Research Cowshed competitors -Research luxury pyjama competitors -Construct email to Cowshed -Send email to Cowshed -Research core consumer -Start making mood boards and do pen portrait for consumer -Research card for packaging and fabric for pyjamas -Putting work into marketing models -Finalising core consumer -Start on Rebrand, e.g. brand identity: logo, colour way, strapline, typography and visual brand identity: hangers, bags, boxes, store interior, web presence etc. -Start on Packaging, e.g. prototyping boxes, swing tags Term Break -Start on Promotional Strategies, e.g. Direct marketing, personal selling, social and digital? -Get fabrics and card Term Break -Start putting together marketing report and boards. -Prototyping Summer term starts -Get feedback from work from tutors. -Research into and finalise promotional strategy for launch. -Carry on with marketing report. -Create net for packaging. -Order card. -Finish marketing report. -Start on portfolio pages. - Attempt to scent microencapsulate pyjamas. - Practice laser cutting packaging. - Mock up images of pyjamas and products included. - Make packaging. - Print logo onto packaging or create stickers. - Finish portfolio pages. - Brand book to go along with launch. - Source soundtrack. -Final touches - Finish brand book. -Mock up look and feel of my stand and take pictures so I can get it right on hand in. -Printing and Final checks. - Make final adjustments to portfolio. Final Major Project Hand in th Collection selection for GFW by external panel Monday 19 May Monday Bank Holiday (4 day working week) Graduate Fashion Week
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metime (noun)
Time spent relaxing on one’s own as opposed to working or doing things for others, seen as an opportunity to reduce stress or restore energy.
slam
charlotte ha
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This marketing report will look at bringing the luxury spa and beauty experience home for the time strapped consumer. Being in comfortable surroundings and taking time out for ones self. The report will also look at the cross over between fashion and beauty and the experimentation of new found technologies such as scent micro encapsulation and the inclusion of healing and environmental bamboo fibres.
EXECUTIVE SUMMARY
In recent years, the spa industry has seen a decline in sales and visits, with consumers seeing expensive beauty treatments at pompous health and beauty retreats as not a necessity. In 2010, hotel spa profits fell 27.4%, where the previous year there was also a decline of 13.9% (USA Today, 2012). We have also found that not all women, want to travel to a spa to be ‘massaged by a stranger’. Out of 256 participants in a recent survey, 31% said they do not see the draw of spas (baby centre community).
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Aswell as bamboo, we also wanted to incorporate a relatively new found technology, called scent micro encapsulation. Where tiny polymeric microcapsule shells surround a scent, therefore protecting it to last. A novel binder system fixes the microcapsule shells onto the fabric during the ‘finishing process’ involved in making the fabric (fig. 74). These two new fabric technologies bring together fashion, spa and beauty for the modern and curious consumer.
NEW FABRIC TECHNOLOGIES
We wanted our new product to be better for our consumer as well as being better for the environment. Fabric made from bamboo is incredibly soft, smooth and luxuriously comfortable. The growth cycle of bamboo is completely sustainable without using pesticides and it thrives naturally (fig. 73).
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BRAND POSITIONING MAP FOR LOUNGE-WEAR COMPETITORS (FIG. 2) EXPENSIVE
SYNTHETIC FABRICS
ORGANIC FABRICS
INEXPENSIVE
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EXPENSIVE
ORGANIC
ACADEMIC
BRAND POSITIONING MAP FOR SPA AND BEAUTY COMPETITORS (FIG. 2)
SYNTHETIC
INEXPENSIVE
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HIERARCHY OF FASHION BRANDS (FIG. 3)
Haute Couture and Couture High end Fashion Luxury Designer and Premium Brands Middle Market Designer diffusion bridge lines, affordable luxury retail brands, market retail chains
Mass Market High street multiple retailers
Value Market Value fashion retailers, Discount retailers
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Cashmere Dressing Gown 100% Pure Cashmere Was: £285 Now: £199
Classic Silk Pyjamas 100% Silk Was: £175 Now: 129
Top Priced Products
ACADEMIC
PRICE ARCHITECTURE FOR COMPETITOR, CHARLOTTE AND CO (FIG. 4)
Premium Priced Products
Mid Priced Products
Brushed Cotton Pyjamas 100% Pure Cotton Was: £45 Now: £35
Entry Priced Products Silk Eye Mask 100% Pure Silk Was: £9 Now: £7.50
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PRICE ARCHITECTURE FOR COMPETITOR, HUSH (FIG. 4) Silk Nightie 100% Silk £60
Lobster Pyjama Trousers 100% Cotton £30
Top Priced Products Premium Priced Products
Mid Priced Products
Entry Priced Products Silk Eye Mask 100% Silk £15
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Dressing Gown 100% Microfibre £50
Tiddler Bed Shorts 100% Cotton £19.50
Queenie Rosie Kimono 100% Silk £530
Coco Cornflour Pyjamas 100% Silk £330
Top Priced Products
Bella Cara Short Pyjamas 100% Silk £185
Premium Priced Products
Coco Cotton Pyjamas 100% Cotton Twill £210
ACADEMIC
PRICE ARCHITECTURE FOR COMPETITOR, OLIVIA VON HALLE (FIG. 4)
Mid Priced Products
Entry Priced Products
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PRICE ARCHITECTURE FOR COMPETITOR, POPLIN (FIG. 4)
Top Priced Products Marlene Short Pyjamas 100% Silk £200
Premium Priced Products
Mid Priced Products Daisy Cotton Short Set 100% White Cotton With Swiss Dot Embroidery £80
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Indochine Silk Kimono 100% Silk £220
Entry Priced Products
Indochine Silk Camisole 100% Silk £100
Unisex Hydracotton Hooded Robe-White 100% Natural Hydracotton £75 Lace Trim Striped Pyjamas- Grey 100% Cotton £60
Top Priced Products Lace Trim Nightie 100% Cotton £45
ACADEMIC
PRICE ARCHITECTURE FOR COMPETITOR, THE WHITE COMPANY (FIG. 4)
Premium Priced Products
Mid Priced Products
Entry Priced Products
Waffle Slippers 100% Cotton £15
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PRICE ARCHITECTURE FOR COMPETITOR, LUSH (FIG. 4) Lush Legends Included: ‘This box is home to masses of gorgeous indulgent goodies, from cult favourites like our Dream Cream body lotion, Ro’s Argan body conditioner, and our Avobath bath bomb to innovations like our toothy tabs (our solid toothpaste) all showcased in layers and wrapped up with a ribbon. The ultimate all-over indulgence.’ £100
Top Priced Products
Ka-Pow Included: This pop-art hat box is bursting with
products to kickstart your day with a KA-POW! (or perhaps a BANG!), from refreshing shower gels and a soap laden with an invigorating minty scent to a Sugar Scrub and Buffy body butter to zap dead skin cells. So you feel clean and raring to go from top to toe, we’ve put in our stimulating New shampoo bar, and to soothe any super-muscles after doing so much grime-fighting, Wiccy Magic Muscles massage bar works wonders. £42.50
Honey farm Included: This gift pack is filled with hair,
bath and shower products that make use of one of nature’s most fabulous gifts: honey. It’s incredibly beneficial to the skin, as it’s a natural antiseptic, a skin-soother, and it helps retain moisture. That’s why we love to use it, and why we’ve included our creamy toffee-scented It’s Raining Men shower gel, our Honey I Washed The Kids soap, two bath bombs, and our heart-melting Soft Coeur massage bar. £24.95
Premium Priced Products
Mid Priced Products
Entry Priced Products Buttercup Included: We’ve brought together two of our biggest sellers to soothe and
soften: our gorgeous cocoa butter Butterball bath bomb, and a slice of Honey I Washed The Kids soap. Just the thing to leave you smelling good enough to eat. £7.95
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ACADEMIC
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‘Me time’ is bringing the luxury spa and beauty experience home for the time strapped consumer. Being in comfortable surroundings and taking time out for ones self. With the benefits showing, reduced stress hormones, a boosted immunity, reduces unwanted pain and of course boosts your overall mood (Web MD). It is about shifting focus from pampering the elite, to health and wellness for all. The cross over between fashion and spa wear is evident so also within the package, the consumer will receive a pair of pyjamas or lounge-wear to encourage and aid their time sufficiently. However these fashion items are about more than just looking good. Within the fibres of the fabric bamboo is weaved. Bamboo has scientifically been recorded to be anti-bacterial, ultra sensitive to skin, have thermo control properties and be anti static. Which makes it a perfect fabric for lounging around and enjoying your time. Using bamboo is also great for the environment; it thrives naturally without using any pesticides. 100% biodegradable; it is the fastest growing plant in the world. The yield is also greater; the acre of bamboo is ten times greater than the yield from cotton. And lastly the water content for bamboo is minute, compared to the water requirements of cotton (fig. 73). ‘Me time’ has created three different moods, which is reflected in each box. Still, Glow and Boost. Within the box the consumer receives an array of beauty and spa products to aid wellness and to come away from your spa or ‘me time’ session either feeling, still, glowing or boosted. To add to the luxurious essence of the pyjamas, the different scent moods from each box will be micro-encapsulated into the fibres of the bamboo fabric. The scent lasts up to the twenty washes, and really adds to a well-rounded relaxation experience. To get people talking about your service or product, Jonah Berger states in ‘Social Currency’, ‘things are remarkable because they violate of expectations... Something that is worthy of a remark, something that is amazing or different’. Micro encapsulating scent into fabric is remarkable and really resonates with Berger’s comments.
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BRAND VALUES: - Giving the consumer ‘me time’, which is something very few women can find the time for in modern Britain. - Making the consumer feel special, offering an intimate connection with the brand. - Creating a relaxed halcyon lifestyle for the consumer. -Offering an extra special touch through the packaging of the box, something that the direct competitors have not yet experimented with. BRAND ESSENCE: Creating ‘me time’ in the most luxurious way.
ESSENCE BRAND VALUES BRAND PERSONALITY BRAND IN ACTION
BRAND PERSONALITY: - Relaxed - Calm - Organic - Desirable - Sought after
INTRODUCING ME TIME
BRAND ONION FOR ME TIME (FIG. 5)
BRAND IN ACTION: - Beautifully wrapped products. The USP is the fact that the products are always gift wrapped using the simple but to the point brand image. - Simple advertising and brand image, will use PR instead to get the word out about the brand. Women are more likely to purchase something from a reliable source, rather than through advertising.
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SWOT ANALYSIS FOR DIRECT COMPETITORS COWSHED (FIG. 6) Internal Strengths
SWOT ANALYSIS COWSHED
- Strong brand identity. - Part of the Soho House Groups and products are all stocked in the rooms this provides a strategic alliance and both companies compliment each others skills within their industry . - Uses organic ingredients and products are made in the UK. -Have won awards for their organic products. - Own other beauty and lifestyle companies, such as Cheeky and Neville, this then creates a family style tribe, a product and brand for all the family (Neville for men and Cheeky for younger females looking for fast fashion and beauty trends). - Have many stockists, such as Harrods, John Lewis, Liberty and Selfridges, are just a few, as well as their stand along brick and mortar stores along with their individual spas. - Good reputation within their retail sector.
EXTERNAL Opportunities - Diversify products, with more spa products such as robes, hamman towels, pyjamas, etc. - More collaborations. - Government trade incentives. - Monopolise on consumer attitudes towards green issues.
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Internal Weaknesses
- Re-band may be needed on ‘moods’, women may be offended with receiving a gift called ‘Moody Cow Body Lotion’. Other moods include: Knackered Cow, Horny Cow, Gorgeous Cow, Grumpy Cow, Wild Cow and Slender Cow. - Constricted by Soho House Group. - Small group, 10 women work at Cowshed head office. - Not well know to non-beauty insiders. - Some products are not everybody’s taste. Unusual ingredients used and may not be universally liked.
External Threats - Many competitors within this saturated market of organic, niche beauty products. - Rise in operating costs and costs more to manufacture items within the UK. This is Cowsheds USP and if costs increase to much, they may not be able to keep manufacturing here. - If their key suppliers drop the range. - If Soho House suffers financial troubles, Cowshed will be affected. -Changes in trade laws.
Internal Strengths
SWOT ANALYSIS HUSH
- Strong brand identity. - Modern web presence. - Diverse items, they used to just specialise in night and lounge-wear. And have now expanded into a lifestyle brand. - Loyal customer base. - Worldwide delivery, to access more customers, creating more loyal consumers. -Strong logo and the typeface used is legible, which is good because it is the fundamental visible element of the brand. - Use all social media platforms, Twitter, Facebook, Pinterest. - Good location, based in heart of the British fashion industry, London.
Internal Weaknesses
- Do not see themselves as having a core consumer, ‘We’re a clothing brand aimed at women of all ages’, which is not viable in an already saturated market. - No brick and mortar stores, which means they may be missing a core consumer, who may not use the internet. - Maybe missing out on a younger audience, through new social media platforms such as Instagram, Vine, Youtube, etc. - Some links do not work on the website, which may put consumers off. - Sold out items have not been taken of the e-commerce site, causing confusion and frustration for the customer.
EXTERNAL Opportunities
External Threats
- Potential to diversify more into the luxury lifestyle market, through home-ware and beauty products. - Rise in social marketing- raise awareness of Hush through bloggers and events. - New fabric technology, could create an unique USP. - Strategic alliances and collaborations with other brands with complimentary skills, i.e. Hush did a collaboration with British spa company Cowshed, carry on with more collaborations.
- Changes in fashion trends, Hush has a signature laid back, lounge-wear style. This signature style may go out of fashion or become wrong for the consumer market. - New competitors in the market. -Rise in operating costs. - Items are made overseas, which may cause difficulties in manufacturing, with language barriers and shipping costs. - With the economic downturn, customers may not be willing to pay extra for fashion items.
INTRODUCING ME TIME
SWOT ANALYSIS FOR DIRECT COMPETITOR HUSH (FIG. 6)
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SWOT ANALYSIS FOR ME TIME (FIG. 6)
Internal Strengths
SWOT ANALYSIS me time
- Strong brand identity. - Uses organic ingredients and products are made in the UK. - Strong USP. - Unlike any other beauty brands, bringing lifestyle and beauty together. - Uses new technologies in fabrics, such as bamboo for its healing properties and scent mirco-encapsulation into the fibres of the fabrics. - Strong marketing and social media
- New product on the market, maybe hard to compete with bigger companies in an expansive market. - Make take time to grow a loyal following. - Will have a small team in the beginning.
EXTERNAL Opportunities
External Threats
- Diversify products, with more spa products such as robes, hamman towels, pyjamas, etc. - Create collaborations with other beauty/spa and lifestyle brands. - Government trade incentives. - Monopolise on consumer attitudes towards green issues. - Employ a PR and marketing company to get the word out about ‘me time’, through PR, events, digital and social.
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Internal Weaknesses
- Many competitors within this saturated market of organic, niche beauty products. - Rise in operating costs and costs more to manufacture items within the UK. - If key suppliers drop the range. -Changes in trade laws. - Ways round testing products. Do not want to test on animals.
External Opportunities (O) - Diversify products, with more spa products such as robes, hamman towels, pyjamas, etc. - Create collaborations with other beauty/spa and lifestyle brands. - Government trade incentives. - Monopolise on consumer attitudes towards green issues. - Employ a PR and marketing company to get the word out about ‘me time’, through PR, events, digital and social.
External Threats (T) - Many competitors within this saturated market of organic, niche beauty products. - Rise in operating costs and costs more to manufacture items within the UK. - If key suppliers drop the range. -Changes in trade laws. - Ways round testing products. Do not want to test on animals.
Internal Strengths (S) - Strong brand identity. - Uses organic ingredients and products are made in the UK. - Strong USP. - Unlike any other beauty brands, bringing lifestyle and beauty together. - Uses new technologies in fabrics, such as bamboo for its healing properties and scent micro-encapsulation into the fibres of the fabrics. - Strong marketing and social media.
SO “Maxi-Maxi” Strategy Strategies that use strengths to maximize opportunities. - A strong brand identity which is recognisable to your consumer will make it stand out to them when making purchases and will stick in their minds, which along with PR and Marketing will create a successful brand. - By using new fabrics and organic ingredients, the brand will be pioneers and may receive PR and publicity for it. - By bringing lifestyle and beauty together in a brand it will be easier to create collaborations with other brands because you will share the same consumers.
ST “Maxi-Mini” Strategy Strategies that use strengths to minimize threats. -With a strong brand identity and by the use of organic ingredients, we will distinguish ourselves in the saturated market. - As the brand grows and becomes a staple in relaxation and me time market, the company will not have to worry so much about salaries. - We hope to have a strong e-commerce and social media platforms that if a key supplier breaks down it will not affect business.
Internal Weaknesses (W) - New product on the market, maybe hard to compete with bigger companies in an expansive market. - May take time to grow a loyal following. - Will have a small team in the beginning.
WO “Mini-Maxi” Strategy Strategies that minimize weaknesses by taking advantage of opportunities. -To minimize the pressure of being the new product on the market, we will focus upon what the consumer needs, and answer that for them, whether that be through the consumers want for green products etc. - Through collaborations the small team at ‘me time’ will grow.
WT “Mini-Mini” Strategy Strategies that minimize weaknesses and avoid threats. -To minimize the stress of being the new product on the market, we will focus on growing the brand through social media, word of mouth and PR, which are all fairly cost effective ways of promoting a company. This will then allow us to add to the team.
TOWS Analysis for me time
INTRODUCING ME TIME
TOWS ANALYSIS FOR ME TIME (FIG. 7)
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NEW EXISTING MARKETS MARKETS
ANSOFF’S MATRIX (FIG. 70)
EXISTING PRODUCTS
NEW PRODUCTS
Consolidation or Market Penetration.
Product Development.
Market Development.
Diversification.
Our brand will fall into the category ‘Diversification’, which means we will be creating a new product for a new market. This can be the most risky of the four potential scenarios. However we feel that we will be offering a strong USP to differentiate ourselves from our direct competitors and have aligned ourselves realistically within the current beauty and spa markets.
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INTRODUCING ME TIME
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Go to Fig. 10 to see an indepth segmentation of Penelope Powell, through demographic, geographic, psychographic, behavioural, useage and benefits variables. Acorn, the consumer classification system was also used and research and results are shown through Fig, 11.
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Penelope Powell is an Australian twenty-eight-year-old female, working in public relations and living in Covent Garden, London, with her husband in their first year of marriage. Penelope is entrepreneurial and aspires to start up her own PR company in the near future, specialising in fashion and beauty, which she has a real passion for. She is of the Generation Y, which indicates that money has been spent on her education and that she has experienced pressure to succeed from her parents. Having been to University she has spent the beginning of her working life paying of sizeable student loans. She understands branding and is media and marketing savvy and communicates through social media,through her Iphone or Ipad. She see’s herself as a city sophisticate and her lifestyle shows her as being relaxed and social. She enjoys leading a healthy lifestyle and loves to attend spas to get her beauty fix. However with her busy schedule she is finding it harder to find ‘me time’. Through fashion, her purchasing motives show that she likes to buy macro trends. She tends to buy a few products at a higher price point every season. However living in London and getting the tube to work everyday, she does pass some of her favourite shops, Zara and Space NK, so she does make some small fast fashion and beauty purchases at-least once a week. As Penelope explains, ‘through my job, I always need to look fashionable and well put together, so I can go out and spend £1,000 on clothes and beauty in one go, but then I won’t go shopping again for awhile... Unless something catches my eye!’
CONSUMER
PEN PORTRAIT (FIG. 9)
Through her career, she does get to try out new and exciting products. She enjoys and is loyal to brands with similar brand values and ethos as herself and she does not mind spending alittle more on luxurious and top quality products. Her and her husband combined household income in £100,000+, which puts them in the higher tax bracket. She tends to make purchases on her credit affinity card, but she also has a lot of loyalty cards to her favourite brands.
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QUESTIONS ASKED IN THE FOCUS GROUP: Focus group In recent years, the spa industry has had a decline in customers, this is due to the recession and more than four in ten women deciding to use more money saving strategies such as at home treatments.
5.
What initial brand mood board would entice you to try this new brand?
6.
What name to you think best describes the brand? a. My little spa box b. My little beauty box c. me time.
This project will focus around the spa and lifestyle industry. The draw of luxury spas to women, however bringing the price tag down but keeping the luxury for at home treatments. I am developing and creating a range of pyjamas. Which will be made from eco-friendly and technologically advanced fabrics, such as the thermo reactive and antibacterial properties of fibres within bamboo. I am also looking into the development of micro encapsulating fabrics with scent that would help promote relaxation and well being for the wearer.
7.
Ignoring the brand name in the logo, which layout do you think best represents the brand?
I will develop three different moods that women hope to come away with after visiting a spa. These moods will reflect the different pyjamas that will be created and the different scent, which will be microencapsulated into the garment. Alongside the different pyjamas inside the box, products will be included, which will heighten their chosen mood, such as bubble bath, massage oil, etc.
1.
What do you look for when visiting a spa?
2.
What do you hope to come away with from a spa?
3.
Would you be interested in an ‘at home spa’ experience?
4. 5.
Would you be interested in scent-microencapsulated pyjamas to enhance the ‘at home spa’ experience?
a.
my little box
What price point do you see this product being?
b.
Branding: 1.
c. 8
Please explain why?
9.
Do you think this initial branding board reflects the brand and that it would be something that you would buy in to?
2.
Thank you!
To derive primary market research about our consumer and to research more into what they are looking for from an at home spa experience, a focus group was created of the specific target audience of ‘me time’. They were asked many valuable questions, from the price point of the new product, to which logo and brand name they felt reflected the brand. We were then able to make important decisions about the look, feel and ethos of the brand. To find the rest of the questions and responses go to Fig 1.
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MARKET RESEARCH
charlotte haslam
charlotte haslam
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me time
SPA BOX
me time
me time
SPA BOX
me time
SPA BOX
spa box
me time
SPA BOX
me time
SPA BOX me time
me time
SPA BOX
spa box
BEAUTY BOX me time
BEAUTY BOX 34
me time
SPA BOX SPA BOX
metime (noun)
Time spent relaxing on one’s own as opposed to working or doing things for others, seen as an opportunity to reduce stress or restore energy.
me time
SPA BOX slam
charlotte ha
BRAND IMAGE FOR ME TIME
me time
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charlotte haslam
Textures
BRAND IMAGE FOR ME TIME
Fonts
Inspiration
Bentham abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 1 0
masana srcipt abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 1 0 dolce vita abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 1 0 Colour ways
snow white moonbeam ballerina paloma seacrest 13 2807 Pantone 16 0000 Pantone 13 0111 Pantone 13 0000 Pantone 11 0602 Pantone TCX/TPX TCX/TPX TCX/TPX TCX/TPX TCX/TPX
charlotte haslam
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THE 7P’S: PRODUCT We understand that there is a need and demand for beauty boxes as shown through our competitors. However we have differentiated ourselves within the market and have marketed ‘me time’ with a clear USP (see p.g 65), mixing lounge-wear and spa products to create a luxurious at home spa experience. There is no other service like this on the market. From having established our consumer, we were then able to create focus groups. We were able to see that they were excited and enthused by our product and the new technologies we were bringing to the spa and lifestyle industry, through healing bamboo fibres and the advancement in scent micro encapsulation.
“Formula is
King “
CHARLOTTE TILBURY MAKE-UP ARTIST
Although the service and packaging are selling points for our product, we understand the product needs to be great. It needs to be exquisite and work on all skin types. Within the beauty industry, alot of promotion is done through word of mouth. If a companies product is not up to scratch, that consumer will spread the word, and with the help of social media, it can bring down a brand. This is why we use organic and healing ingredients in all of our products.
Evening Primrose Essential Oil The essential fatty acids nourish the scalp and hair for health and shine.
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Peppermint Essential Oil Great for combatting congestion, fatigue and depression.
Moroccan Rose Essential Oil This floral fragrance is known for its stress relieving and harmonising properties.
THE 7P’S
charlotte haslam charlotte haslam
French Lavender Essential Oil The finest of lavender oils, the French variety improves relaxation, as well as being an effective anti-inflammatory.
Jasmine Essential Oil Has a sweet, exotic smell. A deeply relaxing and sensual oil Produces a feeling of confidence and optimism.
charlotte haslam
Eucalyptus Essential Oil Naturally antiseptic, clearing and stimulating. Highly effective for muscular fatigue.
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THE 7P’S: PRICE (FIG. 4) From directly talking with our consumer through our focus groups, we were able to derive where our consmer saw our product being priced. They predicted from £30 to £40. When creating our product we could see that people were reverting to at home treatments for the ease of being at home and the cheaper prices. Therefore we would like to keep our price points from £25 to £30, while still maintaining our luxury USP. From looking at our competitors within the beauty box industry and pyjama and lounge-wear companies through price architecture, we could see that compared to our lounge-wear competitors we were lower in price. And dependent of the products included within the beauty boxes we were at a slightly higher price point. Averaging out to be on pare with our direct competitors, while offering more through an exciting and new product and brand.
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HUSH: £49.50 100% cotton CHRLOTTE AND CO: £45 100% cotton POPLIN: £115 100% cotton
THE 7P’S
Lounge-wear Pyjamas
OLIVIA VON HALLE: £330 100% 19mm silk THE WHITE COMPANY: £70 100% cotton Beauty Boxes BIRCHBOX: £10+£2.95 p+p 5 sample size products. GLOSSY BOX: £10+£3.25 p+p 5 sample size products. CAVE BOX: £15.02 Customised cave box with 8 products. RITUALS: from £15.50 to £68 Gift sets range in size of full size products (200ml) to sample sizes. MY LITTLE BOX: £13.98 Suprise lifestyle products each month.
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THE 7P’S: PROMOTION Today consumers are being constantly bombarded with visual stimuli, making it harder for a new brand to stand out in an expansive market. ‘Me time’, understands this and is moving onto new promotional and marketing strategies to get themselves noticed in this expansive and saturated beauty and lifestyle market. We plan to use PR and Publicity along with Digital and Social marketing strategies to get ourselves noticed. We understand that within the beauty industry, products need to be tried and tested and the knowledge passed on. We see that best form of promotion for a beauty brand is word of mouth. Whether this be through a friend, blogger or beauty journalist. Therefore our product needs to amaze and captivate our chosen consumer. We have chosen to focus upon beauty and fashion bloggers. Although digital and social are fairly new promotional strategies, we can see that the internet provides the greatest number of current innovations within promotion, as it extends, with minimum costs, to the masses. Our promotional strategy to launch our new brand, ‘me time’, is to gather a group of well known, admired in their field and most importantly trusted to their followers, beauty, fashion and lifestyle bloggers. They will be invited to our event within their press pack, which will be sent out a month before (see opposite page for more details on the press pack). The event will be held at the well-known Savoy London hotel in one of their hotel suites. While they are having dinner and drinks our team of experts will talk them through the brand, products and how to use each one. They will then receive their chosen box. The event will be in the style of a grown up sleepover. Where the bloggers will be encouraged to get into their new pyjamas, to try out the new technology of scent micro-encapsulation and the luxurious, soft feel of the bamboo within the fibres of the garment. They will be encouraged to try out different boxes, aswell as their own, while our beauty and spa experts will give demonstrations. We want to make the event different from the norm, to make ‘me time’ stand out in the bloggers mind. The event is all about being pampered and to feel special. Something that we feel the box itself emanates to the consumer. After the event we hope that the bloggers will then go onto write or talk about the boxes to their followers, generating a buzz. We recognise that this is a risk, but we feel that our product is something completely new in the beauty world and will excite people. When they do write about the brand, this will create word of mouth promotion. All social media platforms can now be linked to be able to share content, which will mean that ‘me time’ will be seen by the masses. Also at the event there will be a select group of beauty, fashion and lifestyle journalists to get our products seen in print media. And when the company is well known we might offer up this service of a grown up sleepover, to our loyal consumers, rewarding them for their support. Through the influx of the internet, the fashion and beauty landscape has had to keep up with the frequency of technology. In 2014, web video alone will account of all consumer internet traffic (fig. 72). Therefore, a week before we launch we will also be showcasing a short film (see p.g. 50 & 51), through all social media platforms to encourage content sharing and to get ‘me time’ seen by a wider audience. It will also be on the holding page of our e-commerce site before it goes live.
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What will be included in the press pack: - Invite to promotional event at the Savoy Hotel London. - A press release which will include product information. - Contact Sheet for attendees to promotional event. - High quality promotional photographs of new products. - Brand calendar for first year. - Contact details and social media links.
PRESS RELEASE
In recent years, the spa industry has seen a decline in sales and visits, with consumers seeing expensive beauty treatments at pompous health and beauty retreats as not a necessity. In 2010, hotel spa profits fell 27.4%, where the previous year there was also a decline of 13.9% (USA Today, 2012). We have found that also not all women, want to travel to a spa to be massaged by a stranger. Out of 256 participants in a recent survey, 31% said they do not see the draw of spas (babycenter community).
THE 7P’S
PRESS PACK
‘Me time’ is bringing that luxury spa and beauty experience home for the time strapped consumer. Being in a comfortable surrounding and taking time out for ones self. With the benefits showing, reduced stress hormones, a boosted immunity, reduces unwanted pain and of course boosts your overall mood. It is about shifting focus from pampering the elite, to health and wellness for all. ‘Me time’ has created three different moods, which is reflected in each box. Still, Glow and Boost. Within the box the consumer receives an array of beauty and spa products to aid wellness and to come away from your spa or ‘me time’ session either feeling, still, glowing or boosted. The cross over between fashion and spa wear is evident so also within the package, the consumer will receive a pair of pyjamas or lounge-wear to encourage and aid their time sufficiently. However these fashion items are about more than just looking good. Within the fibres of the fabric bamboo is weaved. Bamboo has scientifically been recorded to be anti-bacterial, ultra sensitive to skin, have thermo control properties and be anti static. Which makes it a perfect fabric for lounging around and enjoying your time. Using bamboo is also great for the environment; it thrives naturally without using any pesticides. 100% biodegradable; it is the fastest growing plant in the world. The yield is also greater; the acre of bamboo is ten times greater than the yield from cotton. And lastly the water content for bamboo is minute, compared to the water requirements of cotton.
charlotte haslam
To add to the luxurious essence of the pyjamas, the different scent moods from each box will be micro-encapsulated into the fibres of the bamboo fabric. The scent lasts up to the twenty washes, and really adds to a well-rounded relaxation experience.
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CONTACT SHEET OF ATTENDEES FOR PRESS PACK
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Job Status
Name
Phone Number
Website/Blog
Social Media Details
Beauty, Fashion and Lifestyle Blogger and YouTuber
Amelia Liana
07651345902
amelialiana@lianabeauty.co.uk
http://amelialiana.com https://www.youtube.com/user/amelialiana/
Twitter: @AmeliaLiana_ Facebook: Liana Beauty Instagram: @amelialiana
Beauty, Fashion and Lifestyle Blogger and Youtuber
Anna Gardner
07511298712
anna@viviannadoesmakeup.com
http://www.viviannadoesmakeup.com/ https://www.youtube.com/user/ViviannaDoesMakeup
Twitter: @ViviannaMakeup Facebook: Vivianna Does Makeup Instagram: @viviannamakeup
Beauty, Fashion and Lifestyle Blogger and Youtuber
EstĂŠe
07980987564
essiebutton@gmail.com
http://www.essiebutton.com/ https://www.youtube.com/user/essiebutton
Twitter: @essiebutton Facebook: Essiebutton Instagram: @essiebutton
Beauty, Fashion and Lifestyle Blogger and Youtuber
Fleur De Force
07651281118
fleurdeforce@gmail.com
http://fleurdeforce.blogspot.co.uk/ https://www.youtube.com/user/FleurDeForce
Twitter: @FleurDeForce Facebook: Fleur De Force Instagram: @fleurdeforce
Beauty, Fashion and Lifestyle Blogger and Youtuber and creator of online magazine, Nouvelle Daily
Kate Johnson
07810725990
kate.rmjohnson@gmail.com
http://www.gh0stparties.com/ http://www.nouvelledaily.com/
Twitter: @gh0stparties Facebook: gh0stparties.com Instagram: gh0stparties
Beauty Blogger and PR Assistant for YSL Beaute
Jessica French
07811280543
jessicafrench@live.co.uk
http://www.jfstyleandbeauty.com/ https://www.youtube.com/user/jessicafenchxo
Twitter: @JessicaFrench_ Facebook: Jessica French UK Style & Beauty Blog Instagram: @jessicafrench
Beauty Blogger and Youtuber
Nic Haste
07906088103
nic@pixiwoo.com
http://www.pixiwoo.com https://www.youtube.com/user/pixiwoo
Twitter: @nixiepixi Facebook: Pixiwoo Instagram: @nixiepixi1
Model and Beauty Blogger and Youtuber
Ruth Crilly
07856432109
ruthcrilly@gmail.com
http://www.amodelrecommends.com/ https://www.youtube.com/user/AModelRecommends
Twitter: @modelrecommends Facebook: A Model Recommends Instagram: @modelrecommends
Beauty Blogger, creator of Real Techniques brushes and editor of Two magazine
Samantha Chapman
07654879042
sam@pixiwoo.com
http://www.pixiwoo.com https://www.youtube.com/user/pixiwoo
Twitter: @Pixiwoos Facebook: Pixiwoo Instagram: @pixiwoos
Beauty Blogger and Youtuber
Tanya Burr
07743567841
tanyaburr@live.co.uk
http://www.tanyaburr.co.uk/ https://www.youtube.com/user/pixi2woo
Twitter: @TanyaBurr Facebook: Tanya Burr (Pixi2woo) Instagram: @tanyaburr
Fashion Editor at The Guardian
Jess Cartner-Morely
07819734556
jesscartner@gmail.co.uk
http://www.theguardian.com/profile/jesscartnermorley
Twitter: @JessC_M
Beauty journalist at the Telegraph and blogger
Kate Shapland
07615487644
kateshapland@thetelegraphcom
http://kateshapland.com/ https://www.youtube.com/channel/UCR6j3bYHVrnPxCArdeJ9hmQ http://fashion.telegraph.co.uk/columns/kate-shapland/
Twitter: @KateShapland Instagram: kat3shapland
Beauty Editor at Grazia
Lauren Murdoch-Smith
07961112764
laurenmurcdoch@live.co.uk
http://www.graziadaily.co.uk/author/laurenmurdochsmith
Twitter: @Lozzo_MS Instagram: @lozzo_ms
Beauty Blogger/Youtuber, Make up artist and beauty writer for Elle UK
Lisa Eldridge
07980996462
lisa@lisaeldridge.com
http://www.lisaeldridge.com https://www.youtube.com/user/lisaeldridgedotcom
Twitter: @Lisa_Eldridge Facebook: Lisa Eldridge Instagram: @lisaeldridgemakeup
Beauty writter for Harpers Bazaar UK
Rosie Reeves
07765489642
rosiemayreeves@gmail.com
http://www.harpersbazaar.co.uk
Twitter: @rosiemayreeves Instagram: @rosiemayreeves
Beauty Editor at You magazine
Sarah Barcley
07145321890
sarahbarcley@hotmail.com
http://www.dailymail.co.uk/home/you/article-1023607/Beauty-news-Sarah-Barclay.html
Twitter: @SarahBarclayYou
Beauty Editorr at Vogue
Sarah Brown
07907654398
sarahbrown@beautyvogue.com
http://www.vogue.com/vogue-daily/beauty/
Twitter: @SBVogue
Beauty Assistant at Glamour
Sarah Jossel
07874326599
sarah_jossel@gmail.co.uk
http://www.glamourmagazine.co.uk/magazine/careers-at-glamour/how-wegot-our-jobs-at-glamour/sarah-jossel-beauty-assistant
Twitter: @SarahJossel Instagram: @ sarahjossel
Beauty writer at The Guardian, Beauty Blogger and Youtuber
Sali Hughes
07185438090
sali@salihughesbeauty.com
http://www.salihughesbeauty.com/ http://www.theguardian.com/profile/sali-hughes
Twitter: @salihughes Facebook: salihughesbeauty.com Instagram: @salihughesbeauty
Acting Editor of Glamour
Rebecca Cox
07615678344
rebeccacox@glamourbeauty.com
http://www.glamourmagazine.co.uk/beauty/beauty-features/2012/01/skincare-secrets-products-glamour-com-team#!image-number=20
Twitter: @Rebecca_Cox Instagram: @rebeccacox_
Please join us for the launch of the Me Time Spa Box The first in a line of luxurious at-home beauty boxes. Friday November 7th, Please arrive promt at 6pm for cocktails and canapes, at The Savoy Hotel, WC2R 0EU For a sleepver style launch party where you will get to try out our new beauty box and find out information about up and coming projects and products! When you RSVP, please let us know what spa box you would like to trial at our launch event. Looking forward to seeing you there!
Would you like to experience our Glow box, with products for your body to make you luminous from the inside out? Featuring Madagascan Ylang Ylang, Moroccan Rose and Indian Palmarosa to evoke happiness.
THE 7P’S
INVITES TO BE SENT OUT TO BLOGGERS AND PRESS FOR THE LAUNCH PARTY
Or our Still box, to make you feel completely zen using lavender to calm and chamomile to rest your racing mind and body. Or how about our Boost box, to give you a boost of energy to wipe away to cobwebs. Featuring organic seaweed blend to improve hydration and eucalyptus to clarify and uplift, Which will you choose... Please RSVP to
0207 394 4567
love from, the me time team
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BRAND CALENDER FOR FIRST YEAR FOOR THE PRESS PACK Fenwicks has a Throughout the year, ‘me time’, will be communicating one year excluwith it’s consumers through social media platforms, ofsivity contract fering promotional discounts and running competitions. and launches ‘me time’ to the consumer through their key stores. Launch party E-commerce site launches and for bloggers and consumers who follow ‘me time’ press at the Savoy through social media platforms get Hotel. a promotional dicount as a launch reward.
Starting to appear on key fashion, beauty and lifestyle blogs aswell as printed media publications, through PR from the launch party. Creating a buzz FIRST through YEAR social media platforms.
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Fenwicks rolls out ‘me time’ to all its 11 stores.
THE 7P’S
CONTACT DETAILS, SOCIAL MEDIA LINKS AND HIGH QUALITY PRESS PHOTOGRAPHS FOR THE PRESS PACK
get in touch!
@metime @metime www.facebook.com/metime www.pinterest.com/metime online: www.metime.com phone: 0207 343870 email: contact@metime.com
charlotte haslam
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MOODBOARD FOR THE PROMOTIONAL EVENT AT THE SAVOY HOTEL
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THE 7P’S
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MOCK UP OF PROMOTIONAL SHORT FILM
1. The short films begins with a shot of the spa box. The black ribbon is pulled open slowly to reveal the products inside.
2. The camera pans in to a close up shot of the beauty products within the ‘metime, spa box’.
4. A women steps into the hot bubble bath and relaxes with 5. The next shot shows the same women using the ‘metime, a book taking some ‘me time’.
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spa box’ products. As she breathes in the lavender aromas she is transported through her imagination.
3. A bath is being drawn with bubble bath and oils added. The bath is an old fashioned roll top bath and candles are flickering in the background.
6. A beam of light takes the viewer onto the next shot, depicting that she is imagining.
THE 7P’S
7. Her hand reaches out, following the bright flash of light. Dappled light reflects off her skin.
8.
She finds herself outside, by an open air bathtub, she puts on the ‘me time’ pyjamas and breathes in their lavender scent. To let the viewer know they are micro encapsulated with their mood scent. This mood is named ‘still’ so it uses lavender to evoke relaxation and to quieten the mind.
9.
Wearing her pyjamas and with bare feet, she walks through an iron gate, with her back turned to the camera and walking away, into a lavender field.
take some
ME TIME 10.
With the sun setting, she walks through the lavender field into the distance. Also with a close-up shot of her running her hands through the lavender sprigs.
11. As she walks away the camera focus’ in close up on some lavender blowing in the light evening breeze, and a caption appears, encouraging the viewer to, ‘take some me time’.
featuring the still box.
12.
The short promotional film ends, with the logo appearing and social media links and details, to engage the consumer on another social level.
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THE 7P’S: PLACE Place refers to where ‘me time’, the product and service will be sold to the customer. It is about getting your product at the right time, in the right place. Like many beauty boxes, ‘me time’ will be sold online, through our exclusive e-commerce site (the site will also be compatible on mobile devices, see fig, 14). The website will be easy to navigate with an easy layout, including a section about the brand, a description of that particular box and a buy now option, stockists, press, contact and where we find inspiration. Delivery will be free, which will add to the appeal of the service and product, something that direct competitor beauty boxes do not offer. We will also stock our boxes through a luxury department store. We would like to collaborate and sell our products through just one well known department store, which does not stock our direct competitors. As a luxury brand we do not want to create over-revelation and distribution, this would cause a dilution of the luxury brand character. Fenwicks has been chosen as our flagship retailer with a one year exclusivity deal. Fenwicks is a luxury department store and reflects ‘me time’ as a brand well. They also have eleven stores in key locations making our products accessible in large towns and cities but also limited to create exclusivity. Within our five year plan we see ourselves partnering and collaborating with British Boutique hotels or The Savoy Hotel in London, where we are holding our launch party. This is to tap in to the luxury and spa industry and attract new consumers. The box will be an add onto the room and add something special to the consumers holiday/break. On page 55, we have put together some key word gems and long tail terms that we would use to optimise our web presence, SEO and to get more traffic to our website.
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THE 7P’S
MOODBOARD INSPIRATION FOR FENWICK ‘ME TIME’ STAND
53
WEB PRESENCE
54
Weekly Clicks
Competition
Long Tail Terms
Synonyms
Spa
1,541,92
Low
-health spa -spa treatments -beauty spa -welness spa -the spa -detox spa
-welness -beauty -health club -health facility
Spa Box
0.00
Medium
-evolution spa’s -dream maker spa’s -spa in a box -spa in a box review -spa in a box products -deals spa -spa deals
-wellness box -beauty package -beauty box -health box
Luxury
63.45
Low
-new luxury brands -luxury brands -luxury beauty brands -luxury spa brand -new luxury spa brand -high end luxury -luxury beauty items -luxury pyjamas -luxury lounge wear
-opulence -enjoyment -leisure -bliss -opulence -well-being -high-living -luxuriousnous
Beauty
681.51
Low
-beauty expert -beauty advice -beauty trends -spa trends -be beautiful -beauty parlor -online beauty -online beauty shop -online spa shop -new online beauty
-allure -good looks -grace -style -refinement -attractive
Packaging
200.48
Medium
-beauty packaging -beautiful packaging -gift wrapped -custom made packaging
-box -wrap -case -confine -encase -package
Shop
557.97
Low
-online shop UK -shop UK beauty -UK online shopping -spa shop -spa emporium -UK spa online shopping
-department store -store -boutique -emporium -stand -showroom
Fenwicks
5.86
Low
-department store UK -london department store -luxury department store -fenwicks online -fenwicks store locator
-department store -London
total: 3,050.97
THE 7P’S
Keyword Gem
55
THE 7P’S: PACKAGING (FIG. 12) For the packaging of the box and product, we wanted to move away from a standard box shape and diverse from the other beauty boxes on the market. We wanted something that would stand out, when we move into the retail market. But we also wanted to keep a special feeling surrounding the box. Something to make the consumer intrigued, like they were receiving a gift. After experimenting with different nets for packaging we decided on the pyramid net. It’s shape is something that we had never seen before and with the black bow adds a real luxurious look to the packaging. We feel the consumer will be drawn to this product because of it’s luxurious and intriguing look. The box looks gives the impression of being expensive, without the high price tag. The consumer will be captivated to pull the ribbon and reveal what is inside. We see ‘me time’ as a luxury brand and luxury branding and packaging is all about heightening the consumer’s brand experience and amplifying the brand aura.
56
THE 7P’S charlotte haslam
57
THE 7P’S: POSITIONING (FIG. 2&5) In Al Ries and Jack Trouts novel called ‘Positioning’ they talk about, ‘how you are seen and thought about by your customers is the critical detriment of your success in a competitive market place’. When developing a brand, you must always be thinking about how the brand is perceived by it’s core consumer. Our positioning is shown through our brand onion and brand positioning map. BRAND VALUES: - Giving the consumer ‘me time’, which is something very few women can find the time for in modern Britain. - Making the consumer feel special, offering an intimate connection with the brand. - Creating a relaxed halcyon lifestyle for the consumer. -Offering an extra special touch through the packaging of the box, something that the direct competitors have not yet experimented with. BRAND ESSENCE: Creating ‘me time’ in the most luxurious way.
ESSENCE BRAND VALUES BRAND PERSONALITY BRAND IN ACTION
BRAND PERSONALITY: - Relaxed - Calm - Organic - Desirable - Sought after
BRAND IN ACTION: - Beautifully wrapped products. The USP is the fact that the products are always gift wrapped using the simple but to the point brand image. - Simple advertising and brand image, will use PR instead to get the word out about the brand. Women are more likely to purchase something from a reliable source, rather than through advertising.
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SYNTHETIC FABRICS
ORGANIC FABRICS
INEXPENSIVE
ORGANIC
THE 7P’S
EXPENSIVE
EXPENSIVE
SYNTHETIC
INEXPENSIVE
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THE 7P’S: PEOPLE (FIG. 9, 10&11) The P for People, has been analysed as the consumer as opposed to the people who work for the brand. Within the first few years of expansion of the company we will not be occupying our own brick and mortar stores, to keep costs down from rent, etc. Therefore our consumer will not be directly meeting in person with our brand ambassadors at this stage. However we will be communicating with our consumer through the social media platforms daily as a modern beauty brand should be. On the adjacent page you can see one of the consumer profiles we created when finding out information about our chosen consumer. Please go to pages 28 & 29 to find the finalised consumer profile and pen portrait for the consumer of ‘me time’.
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THE 7P’S
61
Initial Branding Secondary Logo
Primary Logo
me time
SPA BOX Textures
Brand Name Variations
me time
GLOW BOX
me time
STILL BOX Inspiration
me time
BOOST BOX Fonts
Bentham abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 1 0
masana srcipt abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 1 0
dolce vita abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 1 0
charlotte haslam
Colour ways
ballerina 13 2807 Pantone TCX/TPX
paloma 16 0000 Pantone TCX/TPX
seacrest 13 0111 Pantone TCX/TPX
moonbeam 13 0000 Pantone TCX/TPX
snow white 11 0602 Pantone TCX/TPX
BRANDING
CONSUMER
THE 7 P’S product, price, promotion, place, packaging, positioning, people 62
These all form a tangible and intangible mix of elements, a brand is created out of the total package, including not only garments, retail environment, packaging and promotion but also the meanings, values and perceptions of a brand to it’s audience.
“
something that exists in your head.
it’s an image or a feeling.
It’s based on associations that get stirred up when a brand’s name is mentioned.
ALIGNMENT
Throughout the development of ‘me time’ we have always reverted back to the alignment map and the model, the flow of marketing strategy (fig. 71). Checking always that what we are doing and portraying through ‘me time’ is something that our consumers get and understand, something that they would buy into. That the branding appeals to the consumer, that is draws them in. That the consumer understands and agrees with the 7 P’s. That they understand the product and that is something that they need and want to purchase. They have to be happy with the price point, as shown through the focus group (fig. 1). That the promotion used through the launch event will capture their attention. That they can easily buy ‘me time, spa box’ (through the e-commerce site and exclusively through Fenwicks). That the packaging stands out of the shelf against direct competition. And that we have positioned ourselves within a hole in the market. All of the 7 P’s then have to reflect the brand image creating continuity throughout the brand.
“
Allen Adamson, 2007
63
“important strategic and tactical activities “ in which companies must constantly engage.
Theodore Levitt
64
-Each promotional strategy must make a proposition to the consumer—not just words, product puffery, or show-window advertising. Each advertisement must say to each reader: “Buy this product, for this specific benefit.” -The proposition must be one the competition cannot or does not offer. -The proposition must be strong enough to move the masses, e.g. attract new customers and consumers.
USP/POD
The Unique Selling Point or Point of Difference are the distinguishing factors that differentiate one brand from another. In the book, ‘Reality in Advertising’, Rosser Reeves summarises the USP here,
The USP for ‘Me time’, is giving the luxury and decadence of a spa day within a box which you can enjoy in your own home. Giving the consumer ‘me time’, which is something very few women can find time for in the modern technological world. Aswell as the fashion aspect through lounge-wear and pyjamas. Bringing technological fabrics to the forefront, by using bamboo fibres within the pyjamas for their healing properties and environmental and ethical benefits. We are also micro encapsulating scent into the fibres to make the pyjamas reflect and enhance the mood the consumer has chosen (still, glow, boost). Which are both services that have not been seen anywhere else on the market. The products are beautifully gift wrapped with every order or purchase, using the simple but to the point brand image. Making the consumer feel like they are receiving a gift each time they purchase.
65
Fenwicks has a The short film, will one year exclube released through sivity contract social media plat- and launches ‘me forms and be on the time’ to the holding page of the consumer e-commerce site through their key before the main site stores. launches a week later. Launch party for bloggers and press at the Savoy Hotel.
YEAR
66
Throughout the year, ‘me time’, will be communicating with it’s consumers through social media platforms, offering promotional discounts and running competitions.
E-commerce site launches and consumers who follow ‘me time’ through social media platforms get a promotional dicount as a launch reward.
Starting to appear on key fashion, beauty and lifestyle blogs aswell as printed media publications, through PR from the launch party. Creating a buzz through social media FIRST platforms.
After the success of the ‘Spa Box’, Glow, Boost and Still. We will launch other boxes, focusing on what our consumer would like to see from the brand, e.g. make up, lifestyle boxes.
Fenwicks one year exclusive contract ends, and they renew their contract for another 3 years.
Fenwicks rolls out ‘me time’ to all its 11 stores.
SECOND YEAR
‘Me time’ will get in contact with other luxury department stores.
Launch of a mens ‘me time’ box, direct competitor would be Glossy Box for Men, Cave Box, etc.
Launch a female teenage ‘me time’ box, which will include fast fashion make up and include gentle skincare for a younger skin.
Researching into different consumers, creating a family style tribe. Targeting ‘me time’ consumers, husbands, teenage daughters etc.
THIRD YEAR
FIVE YEAR PLAN: TIMELINE
From our PR launch through The Savoy Hotel, the brand develops a relationship with the hotel and an idea is born to create an exclusive Savoy ‘me time’ box as an add on to the hotel room. Adding to the customers relaxing holiday/break experience and spreading the word about ‘me time’ to a wider audience.
FOURTH YEAR
FIFTH YEAR 67
68
Engaging in academic models and theories within this marketing report has allowed us to underpin and align ‘me time’ among it’s direct competitors, looking at the pyjama/loungewear and beauty brands. Using models such as the hierarchy of fashion brands, brand positioning map, price architecture, SWOT analysis and TOWS analysis, we were able to see where ‘me time’ undertakes it’s competitors because of the brands clear USP and POD (p.g. 65). Maslows Hierarchy of needs, Acorn research, the pen portrait, consumer profile and consumer segmentation, were also used to derive a clear view of the consumer. This all came together to create a well rounded brand onion of ‘me time’ as a successful brand.
CONCLUSION
To conclude through our research and analysis we were able to derive a hole within the beauty and lifestyle market. Time strapped females, who do not always have the time or finances to go on spa days. ‘Me time’ is bringing that luxury spa and beauty experience home for the time and financially strapped consumer. Where consumers are constantly being bombarded with information and visual stimuli through our ever expanding technological world. With ‘media overload’ being cited as the sixth biggest cause of stress in the US in 2013, from a study by the American Psychological Association (fig. 15). Being able to take time out and relax in familiar surroundings should be a privilege and a need for the many, not just the few.
To launch the brand, a promotional event will go ahead in the Savoy Hotel in London (see pages 42, 48 & 49). A short film has been mocked up, which when created will be showcased through all social media platforms and on the holding page of the e-commerce site before the main site launches (p.g. 50 & 51). The outlines and aims for the future are summarised within the brief 5 year plan (p.g. 66 and 67), with hopes to expand into luxury hotels as an add of service and to diversify into different consumer markets, e.g. teen and male beauty divisions. Always growing, expanding and standing out in an expansive beauty retail sector.
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Learning Outcomes: On the completion of this unit I will be able to: LO1: Demonstrate the ability to rigorously apply specialist knowledge, understanding and creativity in the production of my Major Project. LO2: Demonstrate the ability to manage the complexity of practice demanded by the Major Project by managing my time and work efficiently. LO3: Demonstrate ability in the coherent use of various representation techniques, documentation and presentations to specialist and non-specialist audiences. LO4: Demonstrate my awareness of the ethical, social and cultural issues appropriate to the concept of a responsible professional practitioner, whether working independently or as part of a team. How I have completed the Learning Outcomes: LO1: Within the last two years, with the help of specialist tutors, I feel that I have really broadened my knowledge of promotion and marketing. I feel that this is what I now specialise in and I see this being showcased through my extensive research in my research folders, sketchbook, and marketing report, which I have spent alot of time perfecting and making sure nothing was missing. I have loved getting to know the consumer of ‘me time’ and understanding their general demographic and geographic data but also delving deeper into their pyschographic, behavioural, buying, useage and benefit variables. by using many models, theories and research through ‘Acorn’ (which segments the UK population into sub groups), meeting them, and gathering feedback about what I was doing, through my organised focus group. I also really enjoyed the creative side of this project, making sure things stood out to the consumer, intriguing them in. But also the research that goes into it. I am a spatial and visual learner, so I have to see and make visually appealing items to focus and expand my projects. I have many moodboards that I have created throughout this project to keep me focused about what my project is about and keep true to the brand image, always reverting back each week to keep continuity. I have experimented with my own photography within this project, something that I have not done before. I was always keeping an eye out for things which inspired my project or added something beautiful to it. The skills I had developed through photoshop, indesign and illustrator within the Professional Practive unit have been invaluable to me and I have felt my skills getting stronger and more diverse throughout the Major Project, pushing myself to not take the easy route and experiment with different techniques. LO2: I feel that I have managed my time well within the Major Project. At the beginning of this unit, I set myself a timetable within my learning agreement, that I have practically stuck to throughout. I had alot of aspects to this project which could easily be taken out of my control, for example, factoring in printing times, learning how to use the laser cutter and creating nets for my packaging which can all take up valuable time. So I made sure I had factored in enough time for mistakes or delays, something that I think is really important when I leave university and start work, not to be caught short. I made sure I stuck to my timetable at the beginning of each week, sitting down and relaying what needed to be achieved. By the end of each week I was then able to physically cross off items, and if they were not completed that I would have to work longer the next day to make everything I felt was up to a excellent standard. My timetable is stuck up on my wall so I can always revert back and keep myself busy with jobs and tasks.
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LO3: I demonstrated my ability to use various representation techniques, documentation and presentations to specialist and non-specialist audiences through my research folders and sketchbook, which show my thought process throughout the project from the start. Beginning with initial research right through to branding and launch promotional strategies. I have mixed moodboards created in Indesign, Illustrator and Photoshop to give a rounded representation of ‘me time’ as a brand. Aswell as incorporating academic models and theories to underpin my research for specialist audiences. I also demonstrated this through the different outcomes at the end of the project, through my marketing report, which shows different presentation skills through the Adobe package, documentation through the appendix and bibliography and representation techniques through the academic models and theories. My brand book, portfolio pages, press pack and prototype of ‘me time’, also demonstrate my presentation techniques, and I hope they show a consistent and well rounded view of ‘me time’ to specialist and non-specialist audiences. LO4: I wanted this project to involve ethical and environmental issues to overcome, something that I have never incorporated into a project before. This came in the form of using organic fabrics. After researching I decided to use bamboo fibres within my pyjama fabric. Using bamboo is great for the environment; it thrives naturally without using any pesticides. 100% biodegradable; it is the fastest growing plant in the world. The yield is also greater; the acre of bamboo is ten times greater than the yield from cotton. And lastly the water content for bamboo is minute, compared to the water requirements of cotton. Making it the perfect ethical fabric to use. Socially, Bamboo has scientifically been recorded to be anti-bacterial, ultra sensitive to skin, have thermo control properties and be anti static. Which makes it a perfect fabric for lounging around and enjoying your time. Culturally, we have become a nation obsessed with all things technological, from our mobile phones and tablets, everyone seems to be plugged into a media frenzied world. ‘Me time’ is about taking the consumer back to quality time, within themselves. Reducing stress and reviving.
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ALIGNMENT External alignment between internal perspective and the external markets, based on accurate understanding of the market/consumer needs and proper positioning through the 7 P’s and with direct competitors.
BRAND IDENTITY The elements of a brand that define its identity. For example, colour palette, logo, product, window displays and advertising, The brands identity is its fundamental means of consumer recognition and symbolizes the brands differentiation for its competitors.
BRAND IMAGE The consumers view and perception of a brand and it identity. For users of the brand this will be based upon practical experiences. For the non users of the brand this will be based upon impressions gathered from media sources and the opinions of others.
CONSUMER The person who uses the product or service. CONSUMER GENERATED MEDIA (CGM) Refers to web content generated by consumers through blogs or sharing on social media platforms. CONSUMER PROFILE Description of a typical consumer, can be presented with images into a moodboard for a visual description. CONSUMER SEGMENTATION Analysis of consumers, grouping them into clusters with similar characteristics. CUSTOMER The person who purchases the product or service, but might not necessarily be the end user/consumer. DEMOGRAPHICS Analysis of a popluation broken down into gender, age, occupation, social class. DIFFERENTIATION A strategy used to ensure a brand and its products or services are distinct and different from its competitors. DIGITAL AND SOCIAL A fairly new promotional strategy, involving the internet and social media platforms. DIRECT COMPETITORS A term that describes a company that produces a virtually identical product or service that is offered for sale within the same market as those produced by one or more other companies. In addition to watching their relative pricing for similar products, a business operator will keep track of any significant technological innovations at any direct competitor that might put them at a competitive disadvantage. E-COMMERCE Business and retail conducted via the internet. FOCUS GROUP Product or services shown to a test group of people in order to gain valuable feedback M-COMMERCE Business and retail conducted electronically through a mobile phone or tablet. 72
on the softer dimensions such as attitudes, appearance and lifestyle.
POSITIONING The position a brand or product occupies in the market relative to its competitors. POD Point of difference are attributes or benefits consumers strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competing brand.
PRIMARY RESEARCH Primary research consists of a collection of original primary data. PR The practice of managing the spread of information between an individual or an organization and the public.
GLOSSARY
PEN PORTRAIT A pen portrait is an informal description of a person or group of people that includes the age and other hard variables. It focuses
SAMPLE KEY WORD DICTIONARY A dictionary built up of key word gems, how much demand through ‘clicks’ there is, the competition for that word with competitors, long tail terms to include and synonms to use instead all to gain a greater SEO.
SCENT MICRO-ENCAPSULATION Microencapsulation is defined as the process of surrounding a gas, liquid or solid with a membrane or within a matrix.
SATURATED MARKET When the amount of product provided in a market has been maximized in the current state of the marketplace. SECONDARY RESEARCH Secondary research involves the summary, collation and/or synthesis of existing research rather than primary research.
SEO Is the process of affecting the visibility of a website or a web page in a search engine’s un-paid search results. TARGET AUDIENCE A particular group at which a product or service is aimed at. USP The distinguishing factors that differentiate one brand from another competitor brand. VISUAL STIMULI something that provokes a response to the eyesight so that someone can have the ability interpret the surrounding environment.
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1.
FIG 1: FOCUS GROUP ANSWERS
Focus group
5.
What initial brand mood board would entice you to try this new brand? The last one it looks fresh and organic (the cotton bag and cardboard boxes tied with string) they look natural
6.
What name to you think best describes the brand?
In recent years, the spa industry has had a decline in customers, this is due to the recession and more than four in ten women deciding to use more money saving strategies such as at home treatments. This project will focus around the spa and lifestyle industry. The draw of luxury spas to women, however bringing the price tag down but keeping the luxury for at home treatments.
a. My little spa box b. My little beauty box c. me time.
I am developing and creating a range of pyjamas. Which will be made from eco-friendly and technologically advanced fabrics, such as the thermo reactive and antibacterial properties of fibres within bamboo. I am also looking into the development of micro encapsulating fabrics with scent that would help promote relaxation and well being for the wearer. I will develop three different moods that women hope to come away with after visiting a spa. These moods will reflect the different pyjamas that will be created and the different scent, which will be microencapsulated into the garment. Alongside the different pyjamas inside the box, products will be included, which will heighten their chosen mood, such as bubble bath, massage oil, etc.
1.
What do you look for when visiting a spa? Somewhere luxurious with organic products
2.
What do you hope to come away with from a spa? Feeling relaxed and rested with glowing skin
3.
Would you be interested in an ‘at home spa’ experience? Definitely as a trip to a spa is a luxury nowadays
4.
Would you be interested in scent-microencapsulated pyjamas to enhance the ‘at home spa’ experience? yes
5.
My little spa box 7.
Ignoring the brand name in the logo, which layout do you think best represents the brand?
a.
What price point do you see this product being?
Approx. £30-40 Branding: 1.
my little box b.
c. 8
Please explain why? B Probably my little spa box as you then know immediately what it is.
9.
Do you think this initial branding board reflects the brand and that it would be something that you would buy in to?
Yes it would certainly grab my attention and interest.
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Focus group
5.
What initial brand mood board would entice you to try this new brand? Number 2.
6.
What name to you think best describes the brand?
In recent years, the spa industry has had a decline in customers, this is due to the recession and more than four in ten women deciding to use more money saving strategies such as at home treatments. This project will focus around the spa and lifestyle industry. The draw of luxury spas to women, however bringing the price tag down but keeping the luxury for at home treatments. I am developing and creating a range of pyjamas. Which will be made from eco-friendly and technologically advanced fabrics, such as the thermo reactive and antibacterial properties of fibres within bamboo. I am also looking into the development of micro encapsulating fabrics with scent that would help promote relaxation and well being for the wearer. I will develop three different moods that women hope to come away with after visiting a spa. These moods will reflect the different pyjamas that will be created and the different scent, which will be microencapsulated into the garment. Alongside the different pyjamas inside the box, products will be included, which will heighten their chosen mood, such as bubble bath, massage oil, etc. 1.
What do you look for when visiting a spa? Relaxation and to catch up with friends and to be clean and modern.
2.
What do you hope to come away with from a spa? To be relaxed and to have had a good time with who I have gone with.
3.
Would you be interested in an ‘at home spa’ experience? Yes.
4.
Would you be interested in scent-microencapsulated pyjamas to enhance the ‘at home spa’ experience? Yes that would be an interesting concept.
a. My little spa box b. My little beauty box c. me time. a 7.
What price point do you see this product being? £50-60 Branding: 1.
Ignoring the brand name in the logo, which layout do you think best represents the brand?
APPENDIX
2.
5.
a.
my little box b.
2.
c. a 8
Please explain why? I like the way the text is laid out, and the font used for the word spa. I also like the textures used.
9.
Do you think this initial branding board reflects the brand and that it would be something that you would buy in to? Yes it does
3. Focus group In recent years, the spa industry has had a decline in customers, this is due to the recession and more than four in ten women deciding to use more money saving strategies such as at home treatments. This project will focus around the spa and lifestyle industry. The draw of luxury spas to women, however bringing the price tag down but keeping the luxury for at home treatments.
5.
What initial brand mood board would entice you to try this new brand? nd The 2 one.
6.
What name to you think best describes the brand?
I am developing and creating a range of pyjamas. Which will be made from eco-friendly and technologically advanced fabrics, such as the thermo reactive and antibacterial properties of fibres within bamboo. I am also looking into the development of micro encapsulating fabrics with scent that would help promote relaxation and well being for the wearer. I will develop three different moods that women hope to come away with after visiting a spa. These moods will reflect the different pyjamas that will be created and the different scent, which will be microencapsulated into the garment. Alongside the different pyjamas inside the box, products will be included, which will heighten their chosen mood, such as bubble bath, massage oil, etc.
1.
What do you look for when visiting a spa? Relaxing area to catch up with friends and treat myself.
2.
What do you hope to come away with from a spa? To feel beautiful and revitalised.
3.
Would you be interested in an ‘at home spa’ experience? Yes definitely sounds interesting and would be a good gift.
4.
Would you be interested in scent-microencapsulated pyjamas to enhance the ‘at home spa’ experience? Yes, I haven’t heard of it before.
5.
a. My little spa box b. My little beauty box c. me time. 7.
What price point do you see this product being? £35
Ignoring the brand name in the logo, which layout do you think best represents the brand?
a.
Branding: 1.
my little box b.
2.
c.
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8
Please explain why? I like b, its clear and concise and I like the use of the different fonts, I do like a too though.
9.
Do you think this initial branding board reflects the brand and that it would be something that you would buy in to? Yes, it had nice calming colours and reminds me of a spa experience, very feminine colours used though.
4. 5.
What initial brand mood board would entice you to try this new brand? Number 2, the first one doesn’t fit with the spa experience I would hope for and looks too dark.
6.
What name to you think best describes the brand?
In recent years, the spa industry has had a decline in customers, this is due to the recession and more than four in ten women deciding to use more money saving strategies such as at home treatments. This project will focus around the spa and lifestyle industry. The draw of luxury spas to women, however bringing the price tag down but keeping the luxury for at home treatments. I am developing and creating a range of pyjamas. Which will be made from eco-friendly and technologically advanced fabrics, such as the thermo reactive and antibacterial properties of fibres within bamboo. I am also looking into the development of micro encapsulating fabrics with scent that would help promote relaxation and well being for the wearer.
a. My little spa box b. My little beauty box c. me time.
I will develop three different moods that women hope to come away with after visiting a spa. These moods will reflect the different pyjamas that will be created and the different scent, which will be microencapsulated into the garment. Alongside the different pyjamas inside the box, products will be included, which will heighten their chosen mood, such as bubble bath, massage oil, etc.
A
1.
What do you look for when visiting a spa? A nice experience, clean and spa like.
2.
What do you hope to come away with from a spa? Feeling relaxed and rejuvenated.
3.
Would you be interested in an ‘at home spa’ experience? Yes.
4. 5.
Would you be interested in scent-microencapsulated pyjamas to enhance the ‘at home spa’ experience? Yes definitely sounds very interesting.
7.
What price point do you see this product being? £40-50 Branding: 1.
Ignoring the brand name in the logo, which layout do you think best represents the brand?
APPENDIX
Focus group
a.
my little box b.
2.
c. a 8
Please explain why? Looks relaxing, like air, light and rejuvenating.
9.
Do you think this initial branding board reflects the brand and that it would be something that you would buy in to? Yes it does, typography and colours are relaxing and spa like. Natural and organic.
5. Focus group
5.
What initial brand mood board would entice you to try this new brand? Number 2
6.
What name to you think best describes the brand?
In recent years, the spa industry has had a decline in customers, this is due to the recession and more than four in ten women deciding to use more money saving strategies such as at home treatments. This project will focus around the spa and lifestyle industry. The draw of luxury spas to women, however bringing the price tag down but keeping the luxury for at home treatments.
a. My little spa box b. My little beauty box c. me time.
I am developing and creating a range of pyjamas. Which will be made from eco-friendly and technologically advanced fabrics, such as the thermo reactive and antibacterial properties of fibres within bamboo. I am also looking into the development of micro encapsulating fabrics with scent that would help promote relaxation and well being for the wearer. I will develop three different moods that women hope to come away with after visiting a spa. These moods will reflect the different pyjamas that will be created and the different scent, which will be microencapsulated into the garment. Alongside the different pyjamas inside the box, products will be included, which will heighten their chosen mood, such as bubble bath, massage oil, etc.
1.
What do you look for when visiting a spa? A pool, sauna and Jacuzzi. A range of treatments available particularly a back massage, and a room to be able to relax in after.
2.
What do you hope to come away with from a spa? Feeling relaxed, and refreshed.
3.
Would you be interested in an ‘at home spa’ experience? Yes if it was a reasonable price.
4.
Would you be interested in scent-microencapsulated pyjamas to enhance the ‘at home spa’ experience? Yes it sounds lovely!
7.
Ignoring the brand name in the logo, which layout do you think best represents the brand?
a.
- This one
my little box
5.
What price point do you see this product being priced at? £30 Branding: 1.
b.
c.
8
Please explain why? I like the way the circle frames the text. And I like the colour scheme; I think it looks very delicate and calming. I like the choice of font also, it’s very simple and the way the word spa is written is very attractive. I think it looks very professional and if I saw that logo I would think it was a high quality brand/ product.
9.
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2.
Do you think this initial branding board reflects the brand and that it would be something that you would buy in to? Yes I do, it looks simplistic yet appealing and the colours are very subtle. I would buy into it from how the product has been branded as it is very pretty and suggests a high quality. If I saw it in a shop it would attract my attention
6. In recent years, the spa industry has had a decline in customers, this is due to the recession and more than four in ten women deciding to use more money saving strategies such as at home treatments.
5.
This project will focus around the spa and lifestyle industry. The draw of luxury spas to women, however bringing the price tag down but keeping the luxury for at home treatments.
6.
I am developing and creating a range of pyjamas. Which will be made from eco-friendly and technologically advanced fabrics, such as the thermo reactive and antibacterial properties of fibres within bamboo. I am also looking into the development of micro encapsulating fabrics with scent that would help promote relaxation and well being for the wearer. I will develop three different moods that women hope to come away with after visiting a spa. These moods will reflect the different pyjamas that will be created and the different scent, which will be microencapsulated into the garment. Alongside the different pyjamas inside the box, products will be included, which will heighten their chosen mood, such as bubble bath, massage oil, etc.
1.
What do you look for when visiting a spa? Good prices, relaxing atmosphere, friendly staff, good range of treatments.
2.
What do you hope to come away with from a spa? Few little products which have been used in the treatments, e.g. face masks etc.
3.
Would you be interested in an ‘at home spa’ experience? Yes.
4.
Would you be interested in scent-microencapsulated pyjamas to enhance the ‘at home spa’ experience? Yes.
5.
What initial brand mood board would entice you to try this new brand? nd 2 one What name to you think best describes the brand? a. My little spa box b. My little beauty box c. me time.
7.
Ignoring the brand name in the logo, which layout do you think best represents the brand?
APPENDIX
Focus group
a.
What price point do you see this product being? £40+
Branding: 1.
my little box b.
2.
c. 8
Please explain why? I’d pick a. I like the colours used and I think it stands out more compared to the others. However not sure if I like the font that ‘spa’ is written in. (SORRY!!)
9.
Do you think this initial branding board reflects the brand and that it would be something that you would buy in to? Yes looks like a really lovely product, that maybe I would gift friends for special occasions. And I love the calming colours and water colours!
7. Focus group
5.
What initial brand mood board would entice you to try this new brand? The second one. First looks a bit too dark and more sultry. Second one looks organic, which links with the bamboo. more eco friendly, fresh which is what you want to feel when you have finished spa. Colours are more feminine e.g. pinks and nudes
6.
What name to you think best describes the brand?
In recent years, the spa industry has had a decline in customers, this is due to the recession and more than four in ten women deciding to use more money saving strategies such as at home treatments. This project will focus around the spa and lifestyle industry. The draw of luxury spas to women, however bringing the price tag down but keeping the luxury for at home treatments. I am developing and creating a range of pyjamas. Which will be made from eco-friendly and technologically advanced fabrics, such as the thermo reactive and antibacterial properties of fibres within bamboo. I am also looking into the development of micro encapsulating fabrics with scent that would help promote relaxation and well being for the wearer.
a. My little spa box b. My little beauty box c. me time. d. Probably C. Don’t think a and b are catchy enough.
I will develop three different moods that women hope to come away with after visiting a spa. These moods will reflect the different pyjamas that will be created and the different scent, which will be microencapsulated into the garment. Alongside the different pyjamas inside the box, products will be included, which will heighten their chosen mood, such as bubble bath, massage oil, etc.
1.
What do you look for when visiting a spa? Good value, nice smelling products
2.
What do you hope to come away with from a spa? feeling relaxed, some products that were used during the spa treatment.
3.
Would you be interested in an ‘at home spa’ experience? absolutely
4.
Would you be interested in scent-microencapsulated pyjamas to enhance the ‘at home spa’ experience? yes-‐ but one concern: would washing the pyjamas (with detergent and conditioner) change the smell/compete the with smell or reduce the smell? Are you aiming for comfy pj’s or appealing PJ’s…e.g. silky or cotton with bamboo?
5.
7.
Ignoring the brand name in the logo, which layout do you think best represents the brand?
a.
What price point do you see this product being? £30-40 Branding: 1.
my little box b.
c. 8
Please explain why? Not C…looks like a stain on a piece of clothing. A or B are nice. Like the fonts used. B might be good as it will more easily be appliquéd on other backgrounds but A is very pretty. Both are Easy to read as well. All three logos match the second mood board more than the first (dark) one.
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9. 2.
Do you think this initial branding board reflects the brand and that it would be something that you would buy in to? Prefer the pinks and creams to the blue/indigo logo. Yes, would be interested into buying in to it.
8. In recent years, the spa industry has had a decline in customers, this is due to the recession and more than four in ten women deciding to use more money saving strategies such as at home treatments. This project will focus around the spa and lifestyle industry. The draw of luxury spas to women, however bringing the price tag down but keeping the luxury for at home treatments.
5. What initial brand mood board would entice you to try this new brand? I prefer the first one as images but think the second one is more enticing for spa treatment 6.
a. My little spa box – This one b. My little beauty box c. me time.
I am developing and creating a range of pyjamas. Which will be made from eco-friendly and technologically advanced fabrics, such as the thermo reactive and antibacterial properties of fibres within bamboo. I am also looking into the development of micro encapsulating fabrics with scent that would help promote relaxation and well being for the wearer. I will develop three different moods that women hope to come away with after visiting a spa. These moods will reflect the different pyjamas that will be created and the different scent, which will be microencapsulated into the garment. Alongside the different pyjamas inside the box, products will be included, which will heighten their chosen mood, such as bubble bath, massage oil, etc.
What name to you think best describes the brand?
7.
Ignoring the brand name in the logo, which layout do you think best represents the brand?
1. What do you look for when visiting a spa? Relaxation 2. What do you hope to come away with from a spa? Feeling refreshed and relaxed 3. Yes
APPENDIX
Focus group
Would you be interested in an ‘at home spa’ experience?
4. Would you be interested in scent-microencapsulated pyjamas to enhance the ‘at home spa’ experience? Yeah definitely 5. What price point do you see this product being? £20 -‐ £40 depending on the quality/branding
a.
my little box
Branding: 1.
b.
2.
c. 8 Please explain why? I like c, It’s simple and clean yet with a vintage feel. Seems slightly nostalgic which the microencapsulated pyjamas remind me off.
9. Do you think this initial branding board reflects the brand and that it would be something that you would buy in to? Yes I think is very fresh and calm, perfect for a home spa. It would definitely make me look closer at the product and therefor probably buy it.
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FIG 2: BRAND POSITIONING MAP EXPENSIVE
SYNTHETIC FABRICS
ORGANIC FABRICS
INEXPENSIVE
A positioning or perceptual map plots the relative positions of brands or products. Two key criteria are chosen, one for each axis. Normally price is the criteria chosen for the horizontal axis. The vertical axis may represent quality, or fashionability or speed to market.(Posner, 2011, pg 53)
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Haute Couture and Couture High end Fashion Luxury Designer and Premium Brands
APPENDIX
FIG 3: HIERACHY OF FASHION BRANDS
Middle Market Designer diffusion bridge lines, affordable luxury retail brands, market retail chains
Mass Market High street multiple retailers
Value Market Value fashion retailers, Discount retailers
Ideas from couture and designer catwalk shows filter down through the pyramid forming inspiration lower down the pyramid. Ideas from street fashion and cultural sub groups create momentum and create trends going up the hierarchy of fashion, where expensive designer versions are created. (Posner, 2011, pg.13)
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FIG 4: PRICE ARCHITECTURE
Top Priced Products Premium Priced Products
Mid Priced Products
Entry Priced Products ‘Price Architecture is dependent on the type of market, the market level, and the product concerned. The proportion of styles and the stock volumes within each of the tiers is adjusted so that the business can satisfy the greatest number of customers and generate the highest potential sales’ (Posner, 2011, pg 39) ‘Any fashion business needs to employ price points that are not only understandable but also logically stepped. For example if a menswear business only sold shirts priced at £19.99 or £99.99 they would miss the sales of mid priced products at the around the £30 mark. The customer might not feel that there is any quality in the £19.99 shirt and not understand the fabric and the make quality of the £99 shirt. Generally all fashion brands have a lead-in or entry-level price. Prices then move up in a logical sequence of steps to a final top price.’ (Jackson and Shaw, 2009, pg 141)
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APPENDIX
FIG 5: BRAND ONION
ESSENCE BRAND VALUES BRAND PERSONALITY BRAND IN ACTION The brand onion shows a concise overview of the brand identity and how it is expressed in actual strategic actions. Once completed, the onion can be used as a guide to ensure that all aspects of the business and key brand touch-points accurately reflect the brand values. (Posner, 2011, pg. 147)
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FIG 6: SWOT ANALYSIS Helpful To achieving the objective
Harmful To achieving the objective
Strengths
Weaknesses
Opportunities
Threats
External Origin (Attributes of the environment)
Internal Origin (Attributes of the company)
SWOT Analysis
SWOT analysis considers both internal and external factors about either the whole company or a particular fashion product line or range in relation to the customers, competitors and trends in the marketing environment. Strengths and weaknesses address internal factors and threat and opportunities concern external factors.(Easey, 2009, pg. 241)
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Strengths and Opportunities Alternatives
Weaknesses and Opportunities Alternatives
Weaknesses and Threats Alternatives
Strengths and Threats Alternatives
TOWS Analysis
APPENDIX
FIG 7: TOWS ANALYSIS
A TOWS analysis is simply SWOT spelt backwards. It is the next step of analysing your SWOT analysis. It means taking the Internal Weaknesses and transferring them into a positive strength, taking the External Threats and transferring them into a opportunity and finally taking the Internal Strengths and transferring them into External Opportunities.
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FIG 8: MASLOWS HIERARCHY OF NEEDS
Self Actualization
Esteem Social Belonging Safety, Shelter, Protection, Security and Clothing for protection PsychologicalBasic life needs, food, water, sleep Abraham Maslow developed the Hierarchy of Needs in 1943. In modern society the model can been interpreted as showing consumer motivation regarding fashion needs as triggered by a diverse set of desires and stimuli. These may relate to social belonging, gaining approval, affiliation with a group or notion of self acceptance and esteem. One has to fulfil all of these to achieve self actualization. (Posner, 2011, pg. 117)
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Penelope Powell is an Australian twenty-eight-year-old female, working in public relations and living in Covent Garden, London, with her husband in their first year of marriage. Penelope is entrepreneurial and aspires to start up her own PR company in the near future, specialising in fashion and beauty, which she has a real passion for. She is of the Generation Y, which indicates that money has been spent on her education and that she has experienced pressure to succeed from her parents. Having been to University she has spent the beginning of her working life paying of sizeable student loans. She understands branding and is media and marketing savvy and communicates through social media,through her Iphone or Ipad. She see’s herself as a city sophisticate and her lifestyle shows her as being relaxed and social. She enjoys leading a healthy lifestyle and loves to attend spas to get her beauty fix, however with her busy schedule she is finding it harder to find ‘me time’. Through fashion, her purchasing motives show that she likes to buy macro trends. She tends to buy a few products at a higher price point every season. However living in London and getting the tube to work everyday, she does pass some of her favourite shops, Zara and Space NK, so she does make some small fast fashion and beauty purchases at-least once a week. As Penelope explains, ‘through my job, I always need to look fashionable and well put together, so I can go out and spend £1,000 on clothes and beauty in one go, but then I won’t go shopping again for awhile... Unless something catches my eye!’
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FIG 9: PEN PORTRAIT
Through her career, she does get to try out new and exciting products. She enjoys and is loyal to brands with similar brand values and ethos as herself and she does not mind spending alittle more on a luxury and top quality product. Her and her husband combined household income in £100,000+, which puts them in the higher tax bracket. She tends to make purchases on her credit affinity card, but she has a lot of loyalty cards to her favourite brands.
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FIG. 10: CONSUMER SEGMENTATION Demographic Variables:
Geographic Variables:
Gender: Female Age: 28 years old Generation: Generation Y (IPOD Generation) Ethnicity: Australian citizen Marital Status: First year of marriage Children: N/A Life stage: Married and in Full time work. Occupation Public Relations Education: Graduated from Edinburgh University with a First in History of Art in 2007 Social grade classification: B (middle class) Car Ownership: She does not own a vechicle, travels to work by
Region: London Urban/Suburban/Rural: Urban Residential Location: Covent Garden WC2 Housing Type: Converted flat Size of city or town: 10,645 (2001) Climate: Hottest Month: July Coldest Month: January Most Rainfall: October
tube and train.
Psychographic and Behavioural Variables:
Usage and Benefit Variables:
Lifestyle: Relaxed, Social, Vegetarian. Social Aspirations: To start her own PR business. Self Image: City Sophisticate. Value Perceptions: Buys into macro trends and slower fashion trends at a higher price. Purchasing Motives and behaviour: Likes to purchase a few key items each season. Enjoys beauty products and going to spas. Interests and hobbies: Leading a healthy lifestyle, socialising with friends, relaxing at top spas. Newspapers read: The Guardian. Smart Phone: Iphone Technology at home: Tablet Computer. Household Income: ÂŁ10,000+ Credit card type: Affinity card. Tax: Higher rate tax.
Benefits sought from products: Likes to enjoy products and is always searching for the next big thing. Usage rates: Likes to try new products all the time, but always goes back to old and reliable products. Volume of Purchases: With living in central London, she is always passing shops so makes a fashion or beauty purchase at least once a week. Price Sensitivity: Does not mind spending a little more for a quality product. Brand Loyalty: Likes to be loyal to brands with the same ethos and values. However through her career she is contantly trying new products.
This model was created to break down the consumer pen portrait to easily address and see the demographic, geographic, psychographic and usage benefits from the target consumer.
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RISING PROSPERITY Description These are generally younger, well educated, and mostly prosperous people living in our major towns and cities. Most are singles or couples, some yet to start a family, others with younger children. Often these are highly educated younger professionals moving up the career ladder. Most live in converted or modern flats, with a significant proportion of these being recently built executive city flats. Some will live in terraced town houses. While some are buying their home, occasionally through some form of shared equity scheme, others will be renting.
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FIG. 11: ACORN CONSUMER RESEARCH
While many have good incomes not all might yet have had time to convert these into substantial savings or investments. They are likely to be financially confident, managing their money and choosing the provider of their financial, or other, services. They are the internet generation, ‘early adopters’ most likely to use smart phones and frequently use the internet and new technology. These people have a cosmopolitan outlook and enjoy their urban lifestyle. They like to eat out in restaurants, go to the theatre and cinema and make the most of the culture and nightlife of the big city.
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FIG. 12: INTERBRAND AND KAPFERER (1992) Interbrand, a global branding consultancy, believes that a brand is synthesis of the physical, aesthetic, rational and emotional. Interbrand also identifies the following elements that combine to create a total impression of a brand (Clifton 2003), -Product -Service -Name -Packaging -Advertising -Direct Mail -Corporate Identity and Design -Users or Consumers -Public Relations -Websites -Company Reputation -Staff -History -Promotions -Sponsorship -Environment -Pricing What is evident from the Interbrand list is that everything a brand does impacts on their image and reputation. In a business context, a brand is a commercial name that sells products and services to the customers. Kapferer (1992) refers to six ingredients or dimensions which make up a brand, which are: -Physique -Personality -Culture -Relationship -Reflection -Self Image Although the two theoretical models provide differing views of brand components, they are helpful as general guidanceeach brand and marketing situation requires an individual emphasis and approach. (Jackson & Shaw, 2009, p.g. 256 & 257)
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Sender
The fashion business or brand creating the communication. Normally this will be the responsibility of the PR or marketing manager.
Encoding
The use of words, phrasing, images, symbolism and sounds and other elements which create a meaning and which are expected to appeal to the target market or segment. E.G. luxury, young, organic.
Message
This is the main point of communication. It may well be illustrated by visual narrative and reinforced by a slogan or strap-line. Choosing the appropriate communications channel(s) through which the message is being sent.
Media Noise Decoding
Receiver
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FIG. 13: THE COMMUNICATION PROCESS (KOTLER ET AL 2001)
This refers to the vast range of other communications and media trying to be heard by the same consumer. Usually by direct competitors. How the target market or consumer interprets the information being given to them. This process is usually the hardest part of the communication process to research and understand, as one persons perception of a fashion marketing communication can be fundamentally different to those of another person. This is the customer to whom the message is communicated. Sometimes the customer is not the consumer as well. For example a women buying clothes for her husband or children. She is the customer but her husband and children are the main and final consumers. It is essential to understand which individual is undertaking the purchasing of a fashion product.
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MOBILE STATISTICS (FIG. 14) M-commerce has grown by up to 500% over the last two years (July 2013). The app will be compatible with both smart phones and tablets, as a study published by Coffee Table titled, ‘The shopping mind-set of the mobile consumer’, found that tablet users are more likely than smart phones users to engage in online buying and browsing, with 64% of mobile users making no purchases on their mobile devices in the last month, compared with tablet owners who made 3-10 purchases per month. We will also be updating our e-commerce website to be compatible with mobiles and smart phones. 31% of mobile Internet users go online on their phones and it is shown that 61% of customers who visit a mobile un-friendly site will then visit a competitor’s site that is compatible. 1. 31% of mobile Internet users only go online using their phones 2. 60% of Facebook posts and 90% of tweets are all conducted from a mobile device! 3. 75% of customers prefer a mobile friendly site. 4. 61% of customers who visit a mobile unfriendly site will visit a competitor’s site. 5. Global internet usage will more than double by 2015, and most of these users will be mobile.
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FIG. 15: STRESS STATISTICS
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NEW EXISTING MARKETS MARKETS
EXISTING PRODUCTS
NEW PRODUCTS
Consolidation or Market Penetration.
Product Development.
Market Development.
Diversification.
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FIG. 70: ANSOFF’S MATRIX
Ansoff’s matrix is a tool that offers four potential scenarios for opportunity that could be used by a company that has an objective to increase growth. Market Penetration, Market Development, Product Development and Diversification.
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FIG. 71: THE FLOW OF MARKETING STRATEGY
(S
T
Segmentation and Targeting are interlinked. The purpose of segmenation is in order to target specific segments of the market.
D CA
P(
The brands products and services on offer must be positioned so that they appeal to the target market. Positioining is also considered in relation to potential competitors. The brand product and service must be distinctive and offer something different from competitors. This is known as differentiation.
Positioning and differentiation should result in Competitive Advantage.
This diagram shows the steps involved when applying an STP marketing strategy. The first step is to analyse the market and make it into smaller more focused sectors. This is known as segmentation. This enables a company to better understand the specifics of a market so they can then develop appropriate products for the target consumer. The next step is to analyse competitors so the brand or product can be positioned within the market and can be differentiated in some way, so it is clearly distinctive from other brands. The ultimate aim when applying a STP marketing strategy is for a brand to achieve a competitive advantage within the marketplace.
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According to network technology and services company Cisco, the number of people who watch web videos will surpass 1 billion by the end of 2010. By 2014, web video alone will account for 57 percent of all consumer internet traffic. Already, more than 2 billion videos are played each day on YouTube alone. With staggering statistics like these, it’s no surprise that fashion brands, both large and small, are investing in online video content, while agencies that represent commercial artists are urging their fashion photographers to reposition themselves as image-makers who can direct short films. FIG. 73: BAMBOO STATISTCS
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FIG. 72: WEB VIDEO STATISTCS
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FIG. 74: SCENT MICRO ENCAPSULATION
http://www.lipotechnologies.com/
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p.g. 3 16. Pyjamas. Lookbooks. (2012). [online image]. Available from: http://lookbooks.com/marketplace/lookbooks-interviews/news/designer-interview-poplin [Accessed: 1st March 2014] p.g. 7 17. Lavender Field. HDW. (2012). [online image]. Available from: http://hdw.eweb4.com/out/1107453.html [Accessed: 15th March 2014]
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Image Appendix:
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28. Fiat. What Talking. (n.d.) [online image]. Available from: http://whattalking.com/picasa/fiat’s+uk [Accessed: 13th March 2014]
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35. Jasmine. Cowshed. (n.d.). [online image]. Available from: http://www.cowshedonline.com/ingredients/ [Accessed: 20th March 2014] 36. Eucalyptus. Cowshed. (n.d.). [online image]. Available from: http://www.cowshedonline.com/ingredients/ [Accessed: 20th March 2014] p.g. 48 37. Girls in Pyjamas. Olivia von Halle. (n.d.). [online image]. Available from: http://oliviavonhalle.com/press [Accessed: 15th March 2014] 38. Magazine Spread. Olivia von Halle. (n.d). [online image]. Available from: http://oliviavonhalle.com/press [Accessed: 15th March 2014] 39. Sleep Easy Spread. Olivia von Halle. (n.d.). [online image]. Available from: http://oliviavonhalle.com/press [Accessed: 15th March 2014] 40. Pretty Party. Mi Casa day spa. (n.d.). [online image]. Available from: http://www.micasadayspa.com/#!spa/c1ph3 [Accessed: 15th March 2014] 41. White Bedroom. Shabby Chic Girls. (2013). [online image]. Available from: http://shabbychicgirls.blogspot.co.uk/2011_08_19_archive.html [Accessed: 15th March 2014] p.g. 49 42. Dinner set. Nicoella. (2014). [online image]. Available from: http://nicoella.com/blog/ [Accessed: 15th March 2014] 43. Kate, Daria and Lara in bed. W Magazine. (2012). [online image]. Available from: http://bashny.net/t/en/56964 [Accessed: 15th March 2014] 44. Wildfox Gift Wrapping. Pinterest. (2013). [online image]. Available from: http://www.pinterest.com/pin/471611392200047221/ [Accessed: 15th March 2014]
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45. Emerson Fry Slip. Pinterest. (2014). [online image]. Available from: http://www.pinterest.com/pin/844493653940420/ [Accessed: 15th March 2014]
49. Women reading book in the bath. Digs Digs. (2012). [online image]. Available from: http://www.digsdigs.com/munich-house-in-french-romantic-style/ [Accessed: 20th April 2014] 50. Women washing in bath. Say Forward. (2012). [online image]. Available from: http://sayforward.com/tags/women [Accessed: 20th April 2014] 51. Flash of light. Bella Milano. (n.d.). [online image]. Available from: http://bellamilanos.com/porch-perfect-wines/ [Accessed: 20th April 2014] p.g. 51 52. Hand with dappled light. A little cream soda, Tumblr. (n.d.). [online image]. Available from: http://andalittlecreamsoda.tumblr.com/page/5 [Accessed: 20th April 2014] 53. Outside Bath. Kiwi Collection. (n.d.). [online image]. Available from: http://www.kiwicollection.com/hotel-detail/makanyane-safari-lodge [Accessed: 20th April 2014] 54. Gate. Pinterest. (2014). [online image]. Available from: http://www.pinterest.com/pin/140456082103643225/ [Accessed: 20th April 2014]
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55. Lavender Field. Pinterest. (2013). [online image]. Available from:]http://www.pinterest.com/pin/247135098274922141/ [Accessed: 20th April 2014} 56. Close up lavender. HDW. (2012). [online image]. Available from: http://hdw.eweb4.com/out/1107453.html [Accessed: 15th March 2014] p.g. 53 57. Hanging Dress Gown. Ippinka. (n.d). [online image]. Available from: http://www.ippinka.com/shop/pure-linen-bathrobes-from-lithuania/ [Accessed: 1st April 2014] 58. Aesop counter. Domus. (2011). [online image]. Available from: https://www.domusweb.it/en/news/2011/12/26/aesop-opens-a-new-shop-in-new-york.html [Accessed: 1st April 2014] 59. Melanie Giles Beauty. Melanie Giles hair and beauty. (n.d.). [online image]. Available from: http://www.melanie-giles.co.uk/beauty/ [Accessed: 1st April 2014] 60. White Towels. House of Fraser. (n.d.). [online image]. Available from: http://www.houseoffraser.co.uk/Linea+Simply+Soft+zero+twist+cotton+towel+bale+in+white/178743194,default,pd.html [Accessed: 1st April 2014] 61. Le Labo. Back of House. (n.d.). [online image]. Available from: http://backofhouse.morganshotelgroup.com/concierge-city/concierge-off-duty-valentines-day/?city=newyork&property=all [Accessed: 1st April 2014] p.g. 61 62. Emma Stone and Andrew Garfield. Entertainment Wise. (2012). [online image]. Available from: http://www.entertainmentwise.com/photos/79458/1/PHOTOS-Emma-Stone-And-Andrew-GarfieldMorph-Into-Each-Others-Styles [Accessed: 28th March 2014] 63. Sea. RGaGraphicDesign. (n.d.). [online image]. Available from: http://www.rgagraphicdesign.com/1/category/graphic%20design/3.html [Accessed: 28th March 2014]
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64. Chloe Sevigny. IXDaily. (2013). [online image]. Available from: http://www.ixdaily.com/drop-your-skirt/cf14f57567fc3b62f21055b334f19f19b0061df4 [Accessed: 28th March 2014]
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Books Berger, J. (2013). Contagious: How to Build Word of Mouth in the Digital Age, UK, Simon and Schuster UK Bickle, M. (2010). Fashion Marketing:Theory, Principles and Practice, Soho, A&C Black Publishers Easey, M. (2009). Fashion Marketing Third Edition, West Sussex, John Wiley & Sons Ltd Jackson, T and Shaw, D. (2009), Mastering Fashion Marketing, Basingstoke, Palgrave Macmillian Lea-Greenwood, G. (2013). Fashion Marketing and Communications, West Sussex, John Wiley and Sons Ltd Posner, H. (2011). Marketing Fashion, London, Lawrence King Publishing Wheeler, A. (2013). Designing Brand Identity, New Jersey, John Wiley and Sons Inc
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Alexander, E. (2012). Olivia Von Halle Launches Queen’s Embroidery Service. 11th December 2012. Blog: Vogue News [online]. Available from: http://www.vogue.co.uk/news/2012/12/11/ olivia-von-halle-hand-and-lock-collaboration Bailey, L. (2009). I love my pyjamas. 21st November 2009. Blog: Vogue Blogs [online]. Available from: http://www.vogue. co.uk/blogs/laura-bailey/2009/11/21/i-love-my-pyjamas Bubble, S. (2013). Come to bed. 28th March 2013. Blog: Style Bubble [online]. Available from: http://www.stylebubble.co.uk/ style_bubble/2013/03/come-to-bed.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+StyleBubble+%28Style+Bubble%29 Catherine Nicole Style Cloud (2013). Lounge-wear to live in. July 31st 2013. Blog: Catherine Nicole Style Cloud [online]. Available from: http://www.catherinenicole.com/blog/2013/07/ loungewear-to-live-in/
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Davies, C. (2012). Designer Interview: Poplin. 9th March 2012. Blog: Lookbooks [online]. Available from: http://lookbooks. com/marketplace/lookbooks-interviews/news/designer-interview-poplin Harpers Bazaar (2012). Avenue 32’s Debut Monogramming Service. December 6th 2012. Blog: Harpers Bazaar [online]. Available from: http://www.harpersbazaar.co.uk/blogs/Avenue-32-monogramming-service
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StyleSight. (2012). Scent and Sibility. StyleSight. November 2012. Available from: http://www.stylesight.com/fashionoffice/board-frame.php?script_ name=board-dynamic&mypage=20&board_title=Scent%2BSibility&boardnum=22635&width=1000&height=654 Tracy, B. (2004). The 7 Ps of Marketing. Entrepreneur. May 17th 2004. Available from: http://www.entrepreneur.com/article/70824.
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Simon & Schuster. (2013). Principle #2 of crafting contagious content: Triggers. [online]. Available from: https://www.youtube.com/watch?v=US2NlGxLRJA [Accessed: 28th April 2014] Simon & Schuster. (2013). Principle #3 of crafting contagious content: Emotion. [online]. Available from: https://www.youtube.com/watch?v=y0Knyuj-qII [Accessed: 28th April 2014] Simon & Schuster. (2013). Principle #4 of crafting contagious content: Public. [online]. Available from: https://www.youtube.com/watch?v=tkdEji_x4WA [Accessed: 28th April 2014] Simon & Schuster. (2013). Principle #5 of crafting contagious content: Practical Value. [online]. Available from: https://www.youtube.com/watch?v=O6Mwd5TC3Pg [Accessed: 28th April 2014] Simon & Schuster. (2013). Principle #6 of crafting contagious content: Stories. [online]. Available from: https://www.youtube.com/watch?v=uI6duOQtdK8 [Accessed: 28th April 2014]
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