SITUATIONAL ANALYSIS
Assignment 2 Chloe Butler N0751513 1989 words
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I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project. Signed …………………… Date…....………………….
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CONTENTS
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INTRODUCTION
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METHODOLOGY
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BRAND HISTORY
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COMPETITORS
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PEN PORTRAIT
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BRAND ESSENCE
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MARKET HEALTH
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PESTLE ANALYSIS
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SWOT ANALYSIS
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ANSOFF’S GROWTH MATRIX
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MACRO TRENDS
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MICRO TRENDS
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RAND OPPORTUNITIES
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CONCLUSION AND RECOMMENDATIONS
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APPENDIX
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REFERENCE LIST
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BIBLIOGRAPHY
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IMAGE LIST
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INTRODUCTION
The aim for this report is to analyse Very.co.uk (Very) as a brand in terms of its business growth, success factors barriers and its achievements. Issues within the company that need to be addressed will also be discussed. This report will also outline a review in detail of the current market environment and recommendations for future opportunities.
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METHODOLOGY
To support this report, primary research in the form of a questionnaire has been conducted. Research objectives consisted of discovering how well known Very is, people’s usage of the site compared to other department type stores, and whether people were aware of Very’s extensive range of other products such as jewellery, electronics and pet care. The questionnaire was completed by approaching people on the streets of London, in the busy Oxford Street as well as around Trafalgar Square, due to gaining a small sample size with this method the questionnaire was also put online in the form of Survey Monkey and was shared across social media platforms and completed by people through Facebook and Twitter. The sample size consisted of 25 people from London, supported with a further 100 on Survey Monkey. Please refer to Appendix.1 for the questionnaire used and Appendix.2 for the ethics clause used.
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BRAND HISTORY SITUATIONAL ANALYSIS 2018
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Shop Direct are a company that own several brands including Littlewoods, Very, and Very exclusive. The original Littlewoods brand was a shopping catalogue based retail business who’s headquarters ran from Liverpool. In 2002 the Barclay brothers bought the company and in 2009 they recreated and re-branded Littlewoods as Very.co.uk. The re branding as well as the obvious changes to colour scheme, logo design and graphic approaches, the re-brand also saw a shift in focus from a catalogue brand to online retail.
This shift in focus was appropriate not only in accordance with technological advances, but also with the fact the re-brand introduced a new younger target market. The Barclay brothers would have been aware that Catalogues where becoming less popular and more brands where moving online, so by following the trend they have been able to keep up with competitors and make the brand more suitable for its new clientele of millennials.
Very.co.uk as a website was finally officially launched in July 2009. A year later in 2010 a mobile friendly version of the website was created with an upgrade in 2011 to include images and video. This was a vital step for the brand as an online retailer and it paid of financially as in the first quarter of 2012 sales made on a mobile device accounted for over a third of total sales. Financially this was huge from the Barclay brothers as they finally began to make profit to recoup from their previous 57.7 million pound loss from 2011/12 (Reuters, 2013)
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BRAND HEALTH
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COMPETITORS Very’s main competitors in terms of digital online retailers are Amazon, Target and Macy’s. The obvious advantage here for Very is it is the only one that directly has affect is Amazon as Target and Macy’s are based in the United States. However having said that in terms of revenue Very is extremely behind all of its competitors. Another competitor that is worth mentioning is John Lewis, although not a digital retailer John Lewis as a department store sells a vast amount of the same products as Very, however John Lewis benefit hugely from having physical stores, which where a huge 67% of their total sales take place. - Rigby, C. (2018) Aside from Amazon all Very’s other competitors have physical stores which could be a massive contributor to Very’s extremely low revenue figures in comparison. A suitable and feasible recommendation for very to get their revenue as high as some of the figures shown in the table would be to open a physical store. (MarketWatch, 2018)
Competitive brand positioning map This brand position map shows fashion brands in terms of their price and how sort after they are. with Basse Couture being a brand that offers a more basic product line, such as Primark. Haute Couture is referring to brands that offer a more high quality product
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PEN PORTRAIT The photo below shows Sophie and her family, she is the 35 year old wife of Jason and a stay at home mum to 3 year old Maxine and 11 month old Daisy Sophie takes pride in her appearance and is very house-proud and will always make sure herself, her children and the house look beautiful Sophie’s hobbies include baking and cooking for the family, she also enjoys yoga and palates and regularly has friends round with their children for coffee mornings and play-dates. Sophie’s guilty pleasure is watching This morning and Loose Women whilst the children are at pre-school
Sophie has a history of working in marketing and promotion for new must have products, and still remains to keep up with trends and have the latest fashions and gadgets.
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‘‘
Our unique combination of brands plus credit continues to be what makes us special. Very.co.uk continued to expand rapidly as the growth engine of our business – as more and more people shopped on their smart-phones.
’’
WHATEVER YOU DO, DO IT IN STYLE (shopdirect 2018)
Alex Baldock - Shop Direct CEO
‘‘
AT SHOP DIRECT WE’VE GOT A CLEAR AMBITION: TO BECOME A WORLD CLASS DIGITAL RETAILER, OFFERING OUR CUSTOMERS THE BEST AND MOST PERSONALISED SHOPPING EXPERIENCE THEY CAN FIND.”
’’
(shopdirect 2018)
Very is defined by 3 unique values that differentiate them from the competition;
Stylish. Innovative. Fun. Zook (2011) suggests Marketing communications of a brand is a holistic experience that stretches the physical into the psychological.
‘Very.co.uk sells more than just products. It sells style and confidence’ Every brand, collaboration and product involved with Very is aligned and communicated through their personality. It is the essence of the brand that motivates consumer and employees offering each customer an experience as unique as she is, dedicated to personalisation and innovation.
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MARKET HEALTH STATISTICS
The chart above is from Very’s annual report 2017 and shows their profit from sales from 2013-2017 as well as their growth in smart phone orders being up 41.5% which is a rather large figure. This could be due to success in its app progressions. The app is very easy to use and navigate around due to its compatibility and has very positive reviews with a rating of 4.7 stars out of five on the app store. However unfortunately this very well put together and thought through app is not back up by good customer service which unfortunately really lets it down. Customers are less likely to use the app if the company behind it are awkward with giving money back for refunds and are unreliable with their finance plans.
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One of the main barriers to shopping online for clothes is fit style and it is still a category where consumers like to try on and see items in person. However, trust in a retailer where they already shop and previous experience of their clothes sizes makes it easier for them to migrate online. This benefits multichannel retailers and means that pureplays have to work hard to gain trust and loyalty from customers.� (Mintel.com 2018)
Very is one of the mentioned ‘pureplays’ where due to a lack of a physical store customers lack personal interaction from shop floor colleagues who may help with fitting and style suggestions as well as the fact customers cannot try on clothes till they arrive at their home. One major way Very. co.uk are overcoming this issue of clothing fitting and suiting is through their app, they provide an in depth analysis of your characteristics such as eye, hair and skin colour, body size and type, your measurements and height, the occasion you are looking for, what type of colours you usually wear, what environments you socialise in, and finally your age. From all this data the app then comes up with clothing recommendations for you, this is a very personalised way of shopping, and although it is a rather long process to fill in all of the information it is very interesting to see items of clothing picked personally for you, and to find things the customer would not normally choose for themselves.
Quick easy and free returns are also a major plus in boosting sales, this reassures the customer that even if their choice in style or size or wrong it is fairly hassle free to resolve.
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PESTLE ANALYSIS
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Political; Very.co.uk like other retailers have always had to abide by the sales of good act 1979, however more recently this has been replaced with the Consumer rights act 2015 which states goods sold must be; • ‘Satisfactory quality Goods shouldn't be faulty or damaged when you receive them. You should ask what a reasonable person would consider satisfactory for the goods in question. For example, bargain-bucket products won’t be held to as high standards as luxury goods. • Fit for purpose The goods should be fit for the purpose they are supplied for, as well as any specific purpose you made known to the retailer before you agreed to buy the goods. • As described The goods supplied must match any description given to you, or any models or samples shown to you at the time of purchase.’ – Which? Consumer Rights Also for consumers the act means that they are entitled to a 30 day period in order to get a full refund if these three requirements are not met. As Very are a department brand- ie, they sell other companies and brands items means that Very need to ensure that the brands they stock are producing products of top quality. Otherwise Very will find themselves legally having to issue refunds, this would be something Very cannot control as they do not make the products so being vigilant as to which brands they stock is a must. New data protection regulations are coming into force in May 2018-(The Telegraph 2018) which means that Very will have to change their current policy: ‘Shop Direct and SDFC will use the information you give us: To provide goods and services. In the course of providing such services, your personal information may be transferred to agents, service providers, employees and Group Companies. In some instances, your information may be transferred outside of the European Economic Area. We will employ appropriate security measures to protect your personal information where this is the case. If we are required to disclose information about you to any relevant regulator or to anyone else if there is a legal duty to do so’ (Very 2018)
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PESTLE ANALYSIS Fig.1 explains threats as to how data can become insecure, to combat accidental data leaks Very will have to ensure their internal security is at maximum security and ensure staff don’t have access to customers data on their personal mobile phones. Economical; Very is extremely dependent on customers having a disposable income, without it majority of their products are unlikely to sell. However on the flip side as they sell essential appliances and provide a buy now pay later scheme it may attract customers who do not have much of a disposable income but need a new appliance, for example a new tumble dryer. By purchasing the tumble dryer from Very instead of for example John Lewis, it would allow the customer to get the appliance that they need with a finance option so that it is affordable. In 2015 Very shut one of their customer service call centres to relocate to South Africa, this move meant over 450 people in the UK lost their jobs and for Very it meant a huge money saver as they can legally get away with paying wages of £2.39 per hour in South Africa as opposed to the legal rate of the £7.75 living wage in the UK. This means financially Very can provide the same service and will save £5.42 per member of staff per hour. (Butler 2015) Social; Very cater for a wide range of age groups as well as to customers from multiple social backgrounds. This is demonstrated in their price ranges, that range from a basic line to high end fashion prices. Due to the fact Very only sells V by very as their own products most of the prices are dictated by the owner brand and not by Very. However the flexibility Very do have is to choose which brands they stock.
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PESTLE ANALYSIS Technological; Very rely heavily on technology as it is their only channel to reach out to their customers. Therefore they need to be at the top of their game in terms of social media and compatibility with devices. They would loose a lot of custom if for example there website was tailored to also work on a smart phone. This may sound simple but there are still a lot of websites that cannot be operated properly on smart phone devices. Legal; There are lots of legal restraints that apply to selling products that affect the products Very sell, for example electrical items need to pass an electrical safety pat test before being sold, baby items or items for young children need to pass a rigorous test for chocking hazards and clothing must pass basic fire safety tests. In the case of the chocking hazards if there are items that are not specifically for babies or children but pose a risk must still be labelled clearly. For example a heavily beaded dress there is always a risk a bead may come off and therefore causing a choking hazard. Very have avoided one major law in the UK of the national living wage by moving their call centres to south Africa because they can get away with paying them less. If this was to be made public knowledge the likelihood is it would be highly frowned upon and classed as exploiting laws for cheap labour Environmental; There is huge pressure at the moment for everyone to be more environmentally aware and to cut down on emissions, a major way Very use less emissions than say John Lewis is the physically of lacking in stores, Very does not have to provide heating, lighting, gas or electricity to any high street store.
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SWOT ANALYSIS
(Shopdirect.com, 2018)
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ANSOFF’S GROWTH MATRIX
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TRENDS SITUATIONAL ANALYSIS 2018
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MACRO TRENDS Very currently offers ÂŁ3.99 next day delivery and free next day Collect+ however some retailers have stepped ahead of the game, offering same day or free next day delivery. Amazon, trialled their first delivery by drone in December 2016 and the package took just 13 minutes to reach its destination. They are now working on offering 30 minute delivery to more customers using drones. Although this idea seems futuristic and unrealistic, Very as an entirely online retailer, are competing with department stores like John Lewis, where the consumer can take home their purchases immediately. Therefore, in the future they may need to look into offering faster delivery options such as using drones. These are the results from our primary research, questionnaire, passers by in London (backed up with survey monkey responses) where asked if they would feel happy having their order delivered by drones. In which 16% said yes they would, although that seems a low percentage out of the 100 people asked, but that is taking into consideration that 52% of people have stated that they need more information before they would be happy to use drones. This therefore means that Very need to advertise and reassure their customers about drones and their safety and reliability.
Technology- Virtual Reality Brands such as Topshop, Dior and North Face are already taking advantage of virtual reality incorporating it into their customer experience. Dior allowed customers to go backstage and experience the exclusivity of a catwalk show, and Topshop did the same to showcase their London fashion week runway. If Very want to enhance customer experience for their online target market then incorporating the technology of virtual reality would really benefit the brand as a whole. This can either be achieved by having pop up stores where customers can go in and use the VR headsets or Very could have VR ready videos embedded into their website so customers can use their own headsets in the comfort of their own homes. VR headset user numbers where at around 200,000 users in 2014 and with a whopping 450% increase, number of users in 2017 is predicted to soar to 90 million.
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Personalisation A huge trend for 2017 is personalisation. Lots of companies have been allowing customers to purchase personalised products. The trend revolutionised with the 2014 Coke campaign, just by simply printing labels with a selection of over a thousand popular names Coke sold a massive 150million bottles. -(Coke2014) Nutella and Nike have also incorporated personalisation into their products, this trend has even seen completely new websites dedicated to personalised items such as GettingPersonal.co.uk
Social Media Social media is a huge part of 2017 modern living, it is also a huge platform for fashion, customers can access fashion blogs, fashion inspiration and other peoples Instagram accounts. Through this lots of people find items of clothing that they would like to buy however it can be extremely annoying when you see a product you want but cannot find where to buy it from. ASOS have realised this issue and have created a function within their app to detect imagery that is uploaded by its customers and suggest similar products. An example of this is below.
Very already have a very extensive app as mentioned earlier, they could very eaisly follow in ASOS’s footsteps and include something like this into their app. This would mean they are keeping up with competitors as well as adhering to their customers needs more efficiently.
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MICRO TRENDS
The sheer micro trend has really taken over this year, sheer can be found anywhere from catwalk and high end fashion to low end fashion retail stores such as Primark. Very.co.uk already sell garments that adhere to this trend however it has not been marketed. Nearly all of Very’s celebrities who have bought out lines or have appeared in campaigns are middle aged mother figures such as Rochelle Humes, Holly Willoughby and Fearne Cotton. Due to the types of celebrity they are choosing items like their sheer tops arent being marketed. However if Very where to use models who are younger and will appear to their younger millennial target audience garments of a sheer nature can be marketed. Bellow shows examples of garments Very already sell, however they are not necessarily subtitle for the market they are advertising to.
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OPPORTUNITIES
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Opportunities already highlighted throughout this report - in order of appearance;
• Improving customer service • Opening a physical store • Ensure customer data is secure and not on staffs personal mobiles • Target men and younger people in their marketing • Market more efficiently the extensive range of products sold • Bring out a potted outdoor and indoor plant range • Bring out a cleaning product range • Reassure customers and then introduce drone delivery • Incorporating VR technology, either to a pop up store or online • Provide personalisation services • Introduce an ASOS style image search feature, • Use younger celebrities to endorse and marketing products
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CONCLUSIONS AND RECOMMENDATIONS SITUATIONAL ANALYSIS 2018
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like to swim in waters full ‘‘ Shoppers are like fish who of hooks ’’ -(E James 1997)
From the highlighted list on the previous page there are a wide range of recommendations that have been made throughout this report which some being for feasible and realistic than others. Here is the conclusion of a brief action plan for Very to improve their company and to bring them in line and hopefully overtake competitors. Improve customer service- Customers are the first and foremost priority of a business, you may have a perfectly run business but without customers it will essentially fail. Some examples of reviews from customers are rather shocking, if Very wants to continue to thrive and improve then they seriously need to reconsider there approach to their customer services. As there is no physical store customers only way of contacting the company is via phone or email, and Very have decided to move their call centres to South Africa, causing issues with time differences, phone line delays, and language/accent barriers. It would be perfectly reasonable and responsible to suggest moving the call centres back to the UK and re employ the 450+ people who lost their jobs from the initial move. After this has been completed Very need to retrain their employees so that they are all providing a high level of excellence in the customer service they provide, following this customer satisfaction will increase and cause the company to thrive. Delivery -The next recommended step for Very would then to be to improve their delivery charges and times, they currently charge £3.99 for next day delivery which is quite steep considering Boohoo, Missguided and Pretty little thing all offer free next day delivery. If Very where to come in line with this free delivery then they will see sales increase as currently people will likely be put off by the £3.99 charge. Along the lines of delivery if drone delivery takes off then Very definitely need to get on board, being one of the first to offer it would create a unique selling point for a company that sells other brands items. Targeting men- would be a good move for Very’s marketing strategy, to do this they could use a range of male celebrities as models, such as; Phillip Schofield, Marvin Humes and Anwar Hadid (Bella and Gigi’s younger brother) these three would cover a wide age range as well as Using Phillip and Marvin open us a opportunity to do mix sex shoot along with Holly Willoughby and Rochelle Humes.
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CONCLUSIONS AND RECOMMENDATIONS SITUATIONAL ANALYSIS 2018
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Incorporate VRThe seemingly most affective way to incorporate this into Very’s current position would be to open up pop up stores so that customers can go into store and try on the headsets and look at content such as insights and behind the scenes of photoshoots, examples of new lines, exclusive interviews with celebrities and other relevant content. This recommendation solves a number of issues, it means customers will finally get face to face interaction with employees, it will increase Very’s ‘foot traffic’ as well as keeping up with technology trends.
Using Younger female celebritiesAnother recommendation would be to use younger women to model. This would conclude in attracting younger female customers and would enable Very to market items of clothing for younger women. A good suggestion for celebrities they could use would be Georgia ‘Toff ’ Toffolo and Dua lipa, (pictured to the left) both girls are very widely in the public eye at the moment due to Dua Lipa’s new singles and Georgia’s new ‘Queen of the jungle’ status. By using these girls in campaigns it would attract a new wave of customers.
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END OF REPORT.
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APPENDIX Appendix.1- questionnaire
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Appendix. 2- Ethics clause https://www.theguardian.com/uk-news/2015/dec/03/web-
Appendix. 3- Negative Trust-Pilot reviews
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Appendix. 4- questionnaire result
Appendix. 5- Screen shot of emails to Shop direct
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REFERENCE LIST Butler, S. (2015). Webhelp call centres for Shop Direct to close with 700 jobs lost.
[online] the Guardian. Available at: https://www.theguardian.com/uk-news/2015/dec/03/webhelp-callcentres-for-shop-direct-to-close-with-700-jobs-lost [Accessed 3 Jan. 2017]. Coke partners,(2014). Share a Coke Names | Marketing Campaign | Coca-Cola GB. [online] Coca-cola.co.uk. Available at: http://www.coca-cola.co.uk/stories/share-a-coke [Accessed 17 Dec. 2017].
Elkins, J. (1997). The object stares back. San Diego, Calif.: Harcourt. MarketWatch. (2018). MarketWatch: Stock Market News - Financial News.
[online] Available at: https://www.marketwatch.com/ [Accessed 13 Dec. 2017].
Mintel.com. (2018). Top of the online shops: online fashion clicks with 70% of Brits | Mintel.com.
[online] Available at: http://www.mintel.com/press-centre/retail-press-centre/top-of-the-online-shopsonline-fashion-clicks-with-70-of-brits [Accessed 17 Dec. 2017].
VERY. (2018). Privacy Terms.
[online] Available at: https://www.very.co.uk/content/slots/privacy-terms.page#safety [Accessed 20 Dec. 2017].
Rigby, C. (2018). John Lewis sees fast growth online and via mobile – but Waitrose ecommerce sales
are down - InternetRetailing. [online] InternetRetailing. Available at: http://internetretailing.net/2016/03/john-lewis-sees-fast-growthonline-and-via-mobile-but-waitrose-ecommerce-sales-are-down/ [Accessed 28 Dec. 2017].
Reuters. (2013). Shop Direct makes first profit in a decade.
[online] Available at: https://uk.reuters.com/article/uk-shop-direct-results/shop-direct-makes-first-profit-in-a-decade-idUKBRE99S0AU20131029 [Accessed 6 Jan. 2018].
Shopdirect.com. (2018). Very and mobile drive accelerating growth at Shop Direct.
[online] Available at: https://www.shopdirect.com/very-and-mobile-drive-accelerating-growth-at-shopdirect/ [Accessed 7 Dec. 2017].
Shopdirect.com. (2018) AMBITION ‘at shop direct we’ve got a clear ambition: to become a world class digital retailer. [online] Available at: https://www.shopdirect.com/home-page/company-page/about-us/structure/ [Accessed 16 Dec. 2017]
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BIBLIOGRAPHY Books; Elkins, J. (1997) The object stares back. San Diego, Calif.: Harcourt. Posner, H. (2015). Marketing fashion. London: Laurence King Publishing. Jackson, T. and Shaw, D. (2010). Mastering fashion marketing. Basingstoke: Palgrave Macmillan. Smith, P. and Zook, Z. (2011). Marketing communications. 5th ed. London
Journals; Mintel.com. (2018). Top of the online shops: online fashion clicks with 70% of Brits | Mintel.com. [online] Available at: http://www.mintel.com/press-centre/retail-press-centre/top-of-the-online-shops-online-fashion-clicks-with-70-of-brits [Accessed 17 Dec. 2017]. Shopdirect.com. (2018) AMBITION ‘at shop direct we’ve got a clear ambition: to become a world class digital retailer. [online] Available at: https://www.shopdirect.com/home-page/company-page/about-us/structure/ [Accessed 16 Dec. 2017] Very statistics; (2017) avalable at:https://www.shopdirect.com/reports-and-results/ Accessed Janurary 10th 2018
Websites; Harrison, N. (2018). Very.co.uk and mobile growth drive 512% profit surge at Shop Direct. [online] Retail Week. Available at: https://www.retail-week.com/online-retail/verycouk-and-mobile-growth-drive-512-profit-surge-at-shop-direct-/5065581.article?authent=1 [Accessed 17 Dec. 2017]. Legislation.gov.uk. (2018). Consumer Rights Act 2015 - Explanatory Notes. [online] Available at: http://www. legislation.gov.uk/ukpga/2015/15/notes [Accessed 18 Dec. 2017]. Which? Consumer Rights. (2018). Consumer Rights Act 2015 - Which? Consumer Rights. [online] Available at: https://www.which.co.uk/consumer-rights/regulation/consumer-rights-act [Accessed 18 Dec. 2017].
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The Telegraph. (2018). This data protection law change is happening. [online] Available at: http://www. telegraph.co.uk/connect/small-business/business-networks/bt/data-protection-laws-changing/ [Accessed 18th Dec. 2017]. Images.connect2.globalservices.bt.com. (2018). Cite a Website - Cite This For Me. [online] Available at: http://images.connect2.globalservices.bt.com/Web/BTGlobalServices/%7B9c182b74-4ea8-499e-86ad9fea3abeb45e%7D_dealing-with-new-eu-data-protection-regulation.pdf [Accessed 20 Dec. 2017]. VERY. (2018). Privacy Terms. [online] Available at: https://www.very.co.uk/content/slots/privacy-terms. page#safety [Accessed 20 Dec. 2017]. Surveymonkey.com. (2018). Sign into your account. [online] Available at: https://www.surveymonkey.com/ analyze/Hby29r43qMDRzEZhhSnaULgsmsBRP75TNr6uCj367k4NEFoK_2F_2BFLmivJeOZQlrjZ [Accessed 20th Dec. 2017]. Builtvisible. (2018). Very.co.uk: Technical SEO Case Study. [online] Available at: https://builtvisible.com/ourwork/very-co-uk/ [Accessed 21 Dec. 2017]. Shopdirect.com. (2018). Very and mobile drive accelerating growth at Shop Direct. [online] Available at: https://www.shopdirect.com/very-and-mobile-drive-accelerating-growth-at-shop-direct/ [Accessed 22 Dec. 2017]. U.K. (2018). Shop Direct makes first profit in a decade. [online] Available at: https://uk.reuters.com/article/ uk-shop-direct-results/shop-direct-makes-first-profit-in-a-decade-idUKBRE99S0AU20131029 [Accessed 22 Dec. 2017]. Stlukes.co.uk. (2018). St Luke’s | St Luke’s is a top 25 independent creative agency. The home of Agenda Setting Ideas.. [online] Available at: http://stlukes.co.uk/ [Accessed 10th January 2018]. Mindtools.com. (2018). The Ansoff Matrix: Understanding the Risks of Different Options. [online] Available at: https://www.mindtools.com/pages/article/newTMC_90.htm[Accessed 10th January 2018]. Euromonitor International Blog. (2018). Personalise It: A Top Consumer Trend for 2017. [online] Available at: https://blog.euromonitor.com/2017/09/personalise-top-consumer-trend-2017.html [Accessed 10th January 2018].
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Butler, S. (2018). Webhelp call centres for Shop Direct to close with 700 jobs lost. [online] the Guardian. Available at: https://www.theguardian.com/uk-news/2015/dec/03/webhelp-call-centres-for-shop-direct-toclose-with-700-jobs-lost [Accessed 10th January 2018]. Rocks, J. (2018). Lucy Mecklenburgh rocks in the latest V by Very bikini and clothing campaign FLAVOURMAG. [online] FLAVOURMAG. Available at: http://www.flavourmag.co.uk/lucy-mecklenburghrocks-latest-v-bikini-clothing-campaign/ [Accessed 11 Jan. 2018]. Trustpilot. (2018). Very is rated "Bad" with 1.0 / 10 on Trustpilot. [online] Available at: https://uk.trustpilot. com/review/www.very.co.uk?languages=en [Accessed 12th Jan. 2018]. Tutor2u. (2018). PESTLE Analysis | tutor2u Business. [online] Available at: https://www.tutor2u.net/business/ reference/what-is-pest-analysis [Accessed 14 Jan. 2018]. SWOT & PESTLE.com. (2018). J Sainsbury SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/j-sainsbury-plc/ [Accessed 14 Jan. 2018].
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IMAGE LIST Rochelle Humes 2015; Accessed December 14th 2017 http://www.liverpoolecho.co.uk/whats-on/shopping/gallery/rochelle-humes-christmas-partywear-range-10449317
Ferne Cotton 2013; Accessed December 14th 2017 http://www.femalefirst.co.uk/lifestyle-fashion/stylecelebs/fearne-cotton-fashion-collection-344315.html
Cidy Kimberly 2016; Accessed Dember 14th 2017 http://www.mtv.co.uk/sites/default/files/styles/image-w-760-scale/public/mtv_uk/galleries/ large/2016/03/16/cindy-1.jpg?itok=DGs05dG8 Rochelle Humes 2015; Accessed December 14th 2017 http://www.liverpoolecho.co.uk/whats-on/shopping/gallery/rochelle-humes-christmas-partywear-range-10449334 This image was obtained through we transfer after me contacting Shop Direct directly and asked for some imagery to use in this report see appendix 5 Littlewoods logo 2013; Accessed January 10th 2018 https://logos-download.com/wp-content/uploads/2016/12/Littlewoods_logo_black.png Amazon logo; Accessed January 10th 2018 http://logok.org/wp-content/uploads/2015/01/Amazon-logo.png Target logo; Accessed January 10th 2018 http://abullseyeview.s3.amazonaws.com/wp-content/uploads/2014/04/targetlogo-6.jpeg Maccy’s logo; Accessed January 10th 2018 https://upload.org/commons/thumb/0/09/Macys.svg/1000px-Macys.svg.png Revenue table- Created by Chloe Butler
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Brand positioning map, -created by Chloe Butler
Family Portrait 2016; Accessed Janurary 10th 2018 http://sunlitstudios.com.au/portrait/ Shop Direct CEO ; Accessed Janurary 10th 2018 https://i2-prod.liverpoolecho.co.uk/incoming/article8442285.ece/ALTERNATES/s615/ Alex-Baldock.jpg Very statistics; Accessed Janurary 10th 2018 https://www.shopdirect.com/reports-and-results/
Iphone mockup Created by Chloe Butler with Photoshop and Graphic Burger Very App mockup Created by Chloe Butler with Photoshop and Graphic Burger This image was obtained through we transfer after me contacting Shop Direct directly and asked for some imagery to use in this report see appendix 5
This image was obtained through we transfer after me contacting Shop Direct directly and asked for some imagery to use in this report see appendix 5
V by Very campagin; Accessed Janurary 10th 2018 https://i0.wp.com/blog.very.co.uk/wp-content/uploads/2015/07/61.png VR headsets in topshop; Acsessed January 11th 2018 https://katelalic.com/virtual-reality/ Dior VR headset; Acsessed January 11th 2018 https://katelalic.com/virtual-reality/ Nike ID shoes; Acsessed January 11th 2018 http://alexanderliang.com/wp-content/uploads/2016/01/alexander-liang-mens-style-camelcoat-nike-id-09.jpg
Nutella jars; Acsessed January 11th 2018 https://www.shemazing.net/wp-content/uploads/2015/10/nutella_pr_2.jpg SITUATIONAL ANALYSIS 2018
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Asos image upload 2016; Accessed Janurary 10th 2018 https://s.aolcdn.com/hss/storage/midas/7cb1cb76383948126902fe9b385a8dec/205555718/ asos-visual-search02.jpg Sheer on the catwalk 2017; Accessed Janurary 10th 2018 https://lh3.googleusercontent.com/zoWkiXQdTrEI64BYS2i7pRpA2tjEMQW3YZ28A5OCR2JMpgrjwo2Xevz_hDys_-dTc2x8=s85
Very’s products 2017; Accessed Janurary 10th 2018 http://www.very.co.uk/
This image was obtained through we transfer after me contacting Shop Direct directly and asked for some imagery to use in this report see appendix 5
This image was obtained through we transfer after me contacting Shop Direct directly and asked for some imagery to use in this report see appendix 5
Phillip Schofeild 2017; Accessed Janurary 12th 2018 https://www.thesun.co.uk/wp-content/uploads/2017/02/nintchdbpict000160819120.jpg?strip=all&w=694
Marvin Humes 2017; Accessed Janurary 12th 2018 http://keyassets-p2.timeincuk.net/wp/ prod/wp-content/uploads/sites/42/2014/01/5288201-low_res-the-voice.jpg Arwin Hadid 2017; Accessed Janurary 12th 2018 https://cdn.cliqueinc.com/posts/214224/ anwar-hadid-instagram-throwback-pictures-214224-1485217887-fb.1200x627uc.jpg
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SITUATIONAL ANALYSIS 2018
49 CHLOE BUTLER SITUATIONAL ANALYSIS 2018
