Creative Strategy by Chloe Soanes

CREATIVE STRATEGY DOCUMENT

CONTENTS Concept

Rationale

Brand Description

Brand Timeline

Competitors

Market Research

Insight

Target Audience

PR Objectives

Content

Experience

Costs

Timeline

Image References

References

CONCEPT Known for its cutting edge fashion and innovative ideas, Biba revolutionised 60s high street fashion. After the company’s demise in 1975, its re-launch in House of Fraser has been the most successful. However, does the current representation of Biba reflect its true brand values? With a small online following and a deviation from its original designs, Biba could benefit from a refocus back toward what made the brand iconic. Conversation with customers on social media and inventive visual merchandising will help increase brand awareness and create growth of future sales, reflective of the company’s original success.

fig 1. Biba SS16 House of Fraser fig 2. 1960s Biba

RATIONALE Despite Biba being House of Fraser’s best selling house brand, it does not always reflect the true spirit of Biba, and has moved away from the heritage slightly. Improvements will be made by assessing Biba’s current position within the market, who its target customer is, and whether they are communicating with their target audience effectively. The history of Biba will be examined to create comparisons and draw conclusions about how the brand has changed. Social Media is an efficient way of connecting with customers and Biba will benefit from adapting its social media in order to create conversations with consumers. The styling that Biba uses to merchandise its products can also inspire consumers how to dress in the “Biba style” which can increase sales.

BRAND DESCRIPTION Biba, the iconic fashion brand was first established as a mail order business and was a success story overnight, with its first retail store opening in Kensington in 1964. The brand grew rapidly, expanding into “Big Biba” in 1973, which was a social venue for many celebrities such as David Bowie and Twiggy. At its launch in 1963, Biba has been described as “the first retailer to bring affordable fashion to the young consumers of the 1960s and ‘70s.” (The Guardian, 2016) Art Deco and Art Nouveau were huge inspirations for Barbara Hulanicki and her husband Stephen Fitz-Simon, with Barbara’s designs being created in “dark colours ‘mulberries, blueberries, rusts and plum.’” (V&A, 2016) The brand was revolutionary, as when Biba branched out into the cosmetics industry, it was the first to allow women to try on makeup before they bought it. Big Biba was created inside the Derry & Toms building in London, which had individually themed departments on each floor, including a childrenswear department and “The Rainbow Room” restaurant. Biba was unlike any other brand; it provided celebrity fashion, for a high street price tag. When the brand expanded, Dorothy Perkins and Dennis Day assisted the brand financially. A conflict of interests caused Barbara Hulanicki to leave the company, leading to its closure in 1975. There have been many attempts to revitalise the Biba brand. Of those, Biba is currently successfully trading within House of Fraser. House of Fraser describe their Biba as “‘Bold, beautiful Biba. Created in the 60s and reinvented for today. Biba is for women who want a bit of glamour in their lives and are not afraid to go out and get it.” (House of Fraser, 2016)

COMPETITORS As Biba now resides within a department store, its competitors differ massively from when the brand was first founded. In store “house brand” competitors:

LINEA - - - - - - - - - -

Similar demographic for target customer In House of Fraser stores Similar price point Focuses more on workwear Clothes are smarter Less fashion focused Occasionwear is present but different to Biba’s Less colourful designs than Biba No social media presence Homeware and fashion accessories

LABEL LAB - - - - - - - -

Younger demographic Fashion forward designs More casual Similar price point, perhaps slightly lower In House of Fraser stores Stocks seasonal occasionwear to rival Biba’s No social media presence Homeware and fashion accessories

COMPETITORS CONT. In store concession competitors:

PHASE EIGHT - - - - - - -

Similar price point Similar if not same target audience Stocks a range of different products rivaling Biba Includes casual wear No homeware to compete with Biba Occasionwear differs from Biba Bigger online following than Biba

COAST - - - - - - - -

Similar price point Target audience includes younger audience as well as older Mostly occasionwear or smart Lack of casual No home accessories Occasionwear rivals Biba Large customer base Huge online following compared to Biba

Department store competitors:

DEBENHAMS - - - - - - -

More concession based Similar if not, same concessions Not as many luxury brands Similar customer base Rivals House of Fraser in website service Larger online following than House of Fraser May aim towards a younger target audience

JOHN LEWIS - - - - - - -

Price Matching Successful house brands Similar if not, same concessions Luxury concessions and house brands rivaling House of Fraser Similar price point Excellent online service Larger online following than House of Fraser and Debenhams

MARKET POSITION Biba’s market position has changed drastically compared to when the brand was first established, as many people are not aware that Biba now resides within House of Fraser. Biba was a leader in affordable fashion in the 60s and 70s, however is now classed as “luxury high street”. Their customer base has also changed, as the House of Fraser customer differs from the usual Biba customer. House of Fraser states that they are “on a mission to provide your heart's desires.” As a luxury department store, House of Fraser attracts consumers who have a higher disposable income due to the price point throughout the store being higher than the usual high street prices. House of Fraser’s USP is that it’s house brands are available exclusively in their stores and online, which is another benefit of Biba, as it is not readily available in standalone stores or other department stores like some of its competitors.

fig 3. 4. 5. Biba SS16 Prints

PRODUCTS Biba stocks a wide range of products, from smart blazers to casual t-shirts and has also got a range of fashion accessories, handbags and homewares. Biba’s key profitable lines are: - - -

Outerwear, which consists mostly of luxurious faux fur coats. Occasionwear, as a Biba bestseller is the “Deep V Maxi” – Available in Core colours; Berry, Champagne and Ultramarine. There are seasonal colours also introduced, such as silver and rose for S/S16. Knitwear Programme, new knitwear is released September every year, which are best sellers around the Christmas period.

PRICE POINT Biba price point is quite high as the brand is a luxury high street fashion brand. Prices begin at £30 for a t-shirt, and can reach over £300. The ‘Biba Gold’ collection is also available exclusively online, of which the price point is dramatically higher.

BIBA TEAM

House of Fraser head office is based in London, with around 10 people working in a close knit team involved in the day to day running of the company and they immerse themselves in the Biba brand. A team of three in the buying department aim to discover new trends that reflect the Biba brand ethos and inspire consumers to generate sales.

PROMOTION As Biba is part of a department store, the promotional aspects are run mainly by House of Fraser’s team. Biba promotional aspects are lack lustre, as their social media account has around 2000 followers, which is not very many considering the brands’ heritage. Biba has an individual webpage, www.mybiba.com. However the webpage consists of the homepage. More information could be supplied to consumers about the brand, as the younger generation may not be aware of Biba’s history. Biba promotion needs to increase or be better directed. Biba often use seasonal promotions to promote sales, or increase sales of slow sellers. Biba also takes part in House of Fraser “Spectacular Days” where each concession within House of Fraser offers discounts to boost revenue within the company. Competitions are also used in some stores, where customers are entered if they spend over a certain amount to win an incentive to increase basket size.

IN STORE PACKAGING Purchases in store are individually wrapped in white tissue paper both on the inside and outside with Biba logo branded stickers to hold in place. Bags are available for a 5pence charge; Biba customers are offered a “luxury” cardboard and plastic coated House of Fraser bag. Biba bags have previously been offered, however House of Fraser have reverted back to their own branded bags. Biba Bags for Life are becoming available to customers, that are £2 to purchase, or free with purchases over £100 such as embellished dresses or outerwear. As Biba is deemed as luxury high street, a luxury service is provided to provide maximum customer satisfaction.

SWOT ANALYSIS - BRAND

- - - - - -

STRENGTHS

Heritage means more people are aware of the brand High quality products with individual style Loyal customer base Increase in customers through House of Fraser as well as Biba Luxury store allows higher price point Womenswear, fashion accessories and home accessories

More promotion to engage younger consumers Lower price point on less detailed items Work closer with House of Fraser marketing to increase awareness More exciting in store experience with technology and merchandising

OPPORTUNITIES

- - - -

WEAKNESSES

High price point may limit customers to those with higher disposable income Lack of promotion external to House of Fraser Deviation from previous style Does not always cater to younger audience Repetition of certain products e.g. tops in 3 colour ways

THREATS

More competitors using click and collect to increase sales 70s style increasing and more consumers buying vintage Smaller disposable income less sales Department store means more competitors in store Owned by House of Fraser can deviate from original values

SWOT ANALYSIS - SOCIAL MEDIA

- - -

- - - -

STRENGTHS

Posts sneak peeks on new collection to increase excitement Shares customer outfit posts to engage audience, makes it personal Store competitions and events to increase footfall

- - -

Social media campaign/competition to gain followers Promote social media online and in store better House of Fraser to promote Instagram account for Biba More social media accounts to engage with consumers on more platforms

- -

OPPORTUNITIES

- -

WEAKNESSES

Lack of followers therefore less coverage Lack of awareness about brand Needs to inspire customers instead of celebrity images Generic content lack of story Needs to target specific customers

THREATS

Competitors with a better following Cannot speak to consumers who are not on Instagram Potential consumers may not be aware of Bibaâ&#x20AC;&#x2122;s re-launch in House of Fraser

FACTORS AFFECTING BIBA ECONOMIC - - - -

Downturn in the economy, less disposable income More competition from cheaper retailers becoming more fashion forward Employment rates Higher labour prices

SOCIAL - - - - -

Changing in trends People wanting to save and not spend Cheaper alternatives being promoted by bloggers Other activities other than shopping taking financial priority Increased awareness about ethics/environmental factors surrounding production

TECHNOLOGICAL - - - -

Online shopping retailers Less shopping in stores with click and collect Ebay and Depop meaning more expensive clothes are available second hand Increased communication due to technological advancement

ENVIRONMENTAL - - - -

Where products are sourced from to reduce carbon footprint Reduced packaging or bio degradable to avoid landfill, e.g. paper bags Organic VS non organic materials Dyeing methods and production 13

INSIGHT Biba needs to create a new loyal following and re-engage core, original customers.

TARGET AUDIENCE The original target audience for Biba in the 1960s and 70s was aged 30 and under. The ideal Biba customers were “postwar babies who had been deprived of nourishing protein in childhood and grew up into beautiful skinny people: a designer's dream.” (Hulanicki, 2009) However, the age range for Biba currently is a lot broader. Biba attracts teens shopping for the perfect prom dress, to the older generation who purchased Biba products in the 60’s as teenagers themselves. House of Fraser “claims its customers represent a broad range of ages and socio-economic groups, with the majority in the more affluent A, B and C1 demographic segments.” (Mintel 2015) Biba needs to increase customer loyalty to boost sales and repeat buyers.

CUSTOMER PROFILE ALLISON Age – 43 Likes To – Online shop with a glass of wine, attend husband’s gigs and read. Shops at Biba for – Everything fabulous. But mostly quirky dresses, and outfits that make me feel good Loves – My Mini Music – Rock & Roll Personal Style – I like what I like, but casual, with an edge. Fashion Accessory Necessity – Biba belt Follows Biba online - No

CUSTOMER PROFILE GEORGINA Age – 27 Likes To – Eat out for dinner with friends & walks on the beach with my dog. Shops at Biba for – Faux fur coats and statement blouses Loves – Brunch on a Sunday Music – Almost anything Personal Style – Vintage vibes, with a statement lip Fashion Accessory Necessity – Always have a bobble in my bag! Follows Biba online - Yes

PR OBJECTIVES - Increase Biba’s following by providing an incentive and conversation between Biba and their consumers. - Inspire @officialbiba’s followers, and increase exposure of the brand. - Awareness of Biba’s rich history. - Connect to consumers on a deeper level.

CONTENT The outputs for this concept will involve a book depicting the history of Biba and the values that the brand created in the 1960s, which will illustrate how the brand has evolved. A social media campaign will be devised to create a conversation with consumers, and create awareness of the Biba brand. A visual guideline pack that is aimed toward the company will also be created that will include a lookbook that details styling and visual merchandising guidelines that reflect the brand values.

fig 6. The Biba Years Secondary Research fig 7. From A to Biba Secondary Research

EXPERIENCE SOCIAL MEDIA CAMPAIGN A competition will run in line with the launch of the S/S17 collection. Step 1 @officialbiba will use the hashtag #BibaStyle demonstrating how the garments can be accessorised to follow the ideas of “Breaking the Rules with Biba” and “it’s the Biba attitude”, featured in Biba’s current in store visuals.

Step 2 Consumers are then encouraged post their own image demonstrating how they wear their items #BibaStyle. By doing this, followers are automatically entered into a competition.

Step 3 The Biba team will then shortlist the entries to ten, which will be reposted on to the @officialbiba Instagram page.

Step 4

Followers will then judge the entries reposted on to the @officialbiba page by clicking the like button.

Step 5

Winner and Runners up are announced.

INCENTIVES WINNER

The entry with the most likes wins a ÂŁ100 S/S 2017 Biba exclusive giftcard to spend in House of Fraser, or houseoffraser.co.uk.

RUNNERS UP

Two runners up will be offered exclusive discounts to use at House of Fraser.

LENGTH OF CAMPAIGN

EXTRA INFORMATION

The House of Fraser social media pages will also create awareness for the competition and the Biba Instagram. House of Fraser employees will be informed, to ensure the discounts and gift card are used appropriately and in sync with in store policies.

EXPERIENCE VISUAL GUIDELINE PACK In order to ensure that in store visual merchandising is as effective as possible, a promotional pack for the S/S17 collection will be created. It will include a range of garments within the collection, in order to merchandise them in a way to make them look more appealing to consumers. These will be demonstrated through a lookbook, within images shot keeping with the brand image. Mannequin ideas will be provided, with accompanying accessories to increase outfit building and add on sales in store. The promotional pack will be directed towards House of Fraser Biba employees to ensure merchandising is consistent throughout stores, and effective in inspiring potential customers. Short â&#x20AC;&#x153;runwayâ&#x20AC;? videos will be included in order to demonstrate how the items move on the body. The in store experience will in turn be enhanced, as employees can better describe the fit and feel of garments to consumers. This could then be integrated into House of Fraser online, as customers would be able to see more of the product before purchase.

MODELS AND STAFF Models with a vintage look and a clean, natural style will be chosen, as to keep the images parallel with the Biba brand. They will be selected through a Select Model Management agency and hired for the day to shoot the lookbook. Two assistants will be hired in order to assist the photographer and models when changing looks or if any lighting needs adjusting.

MAKEUP The makeup used will be similar to the makeup sold by Biba in the 1970s. Dark lips and eyes will be used in colours to complement the clothing in each image. Browns and purples will be the most prominent colours.

INSPIRATION Vogue magazines that were published in the 1960s and 70s will help inform styling decisions, in order to represent the era that Biba stems from. Bibaâ&#x20AC;&#x2122;s feature in UK Vogue in Oct 2015 will also be an inspiration, as it represents a more current Biba than the original. These two inspirations will help to strike a balance, in order to ensure the lookbook is in line with the brand, both past and present.

fig 8. 9. 10. Biba in Oct 2015 UK Vogue

RISK ASSESSMENT TYPE OF RISK

WHO COULD BE AFFECTED

Tripping over equipment slipping etc.

Whole team involved.

Equipment such as lights falling over.

Model, Photographer, Assistants to shoot.

Burns from lights being hot.

Model, Photographer, Assistants to shoot.

Electric shocks from equipment.

Whole team involved.

Illness and Injury.

Whole team involved.

HOW TO MINIMISE RISK

Ensure wires are placed as far out of the way as possible, and people are aware of them where they cannot be moved. Wear appropriate shoes and walk carefully looking out for possible hazards. Weight equipment down and allow for ample room to get by around equipment to minimise risk. Ensure equipment is placed on stable, flat ground. Create ample room to move around equipment, make everyone aware that bulbs may get hot after extensive use. Test all equipment prior to use, and do not use if any problems arise. Ensure water is not near any electrical equipment. Ensure there is a first aid trained assistant, and bring necessary medical first aid kit.

EXPERIENCE HISTORY BOOK A book to illustrate Biba’s rich history and the brand’s ethos will raise awareness for the benefit of younger consumers who are not familiar with previous representations of Biba. This in turn will help the younger demographic to appreciate the values that Biba identifies with, and build respect for the brand. Other customers may also appreciate the book, as it can create nostalgia and sentimentality within customers. The book will be priced at £5 and offered free to customers who spend upwards of £150 as a free gift, as a thank you for their custom.

CREATION AND CONTENT In order to provide a quality product, the inside paper stock will be at least 160gsm, with a silk finish. The book will be of A5 size, as not to be too large, meaning they can then be displayed on glass shelves attached to Biba store fixtures. There will be an initial print run of 1000 copies, and distributed throughout the 51 House of Fraser stores that stock Biba. As the book is more for awareness purposes, rather than profitability, only a small amount will be allocated per store, with more being allocated to larger stores as appropriate, The book will be bound with a hardback cover, and graphics on the front. Feedback will be asked for in order to gain opinions about how successful the books are, and whether customers think they are a good idea. This will then help decipher if a second print run will be ordered.

COSTS SOCIAL MEDIA CAMPAIGN

A specialist will be hired to improve the campaign and maximise the awareness for the Biba brand. By using sponsored Instagram posts, the campaign can reach more people, and the cost was found to be quite low. By using CPM (Cost Per Thousand) it allows a cap to be placed on how much the ad is posted. A host will be used to ensure email marketing reaches subscribers the best way possible at the right time and most effective demographic. Posting original and engaging content is necessary to keep followers enticed, therefore photoshoot and lookbook images and videos will be posted alongside and to promote the competiton.

COSTS VISUAL GUIDELINE PACK

Clothing will be sourced directly from Biba, through the buying team and allocators. This allows costs to be lowered. Editing costs are included in the Videographer price. Models are hired by the hour, as is the make up and hair stylist.

COSTS HISTORY BOOK

Some parts of the History Book process can be done in house, and do not require specific costings. As long as copyright laws are followed, the sourcing of information and images can be completed without excess costs also. 2nd print run costs will be decided after feedback has been retrieved from consumers and Biba staff, as to whether the books were a success, so the price may decrease. All costs fell under budget, allowing for contingencies.

IMAGE REFERENCES Fig 1. http://misspatina.com/wp-content/uploads/2014/10/the-biba-years-4.jpg Fig 2. http://www.houseoffraser.co.uk/Biba/BRAND_BIBA,default,sc.html http://houseoffraser.scene7.com/is/image/HOF/Linea_bw http://houseoffraser.scene7.com/is/image/HOF/LabelLab_bw Fig 3. http://www.houseoffraser.co.uk/Biba+V-neck+snake+print+layered+blouse/228815722,default,pd.html Fig 4. http://www.houseoffraser.co.uk/Biba+Printed+v+neck+t-shirt/229137258,default,pd.html Fig 5. http://www.houseoffraser.co.uk/Biba+Assymetric+tie+collar+blouse/227691450,default,pd. html Fig 6. http://www.paulwhitfieldphotography.com/uploads/images/vogue1.jpg Fig 7. http://www.paulwhitfieldphotography.com/vogue_uk_oct_biba/ Fig 8. http://www.shrimptoncouture.com/blogs/curate/15561929-book-club-the-biba-years-1963-1975 Fig 9. http://i.gr-assets.com/images/S/photo.goodreads.com/books/1348304090i/974504._UY400_ SS400_.jpg

REFERENCES & RESEARCH BBC News. (1973) On This Day: Big Biba opens its doors Available at: http://news.bbc.co.uk/onthisday/hi/dates/ stories/september/10/newsid_3914000/3914415.stm (Accessed: Feb 10 2016) Guardian. (2015) Biba Years Available at: https://bookshop.theguardian.com/biba-years.html (Accessed: Feb 15 2016) House of Fraser. (2015) Annual Financial Report Available at: http://www.houseoffraser.co.uk/on/demandware.static/Sites-Site/Sites-hof-Library/default/v1429147320966/2015/HGHL2015%20signed.pdf?version=1,429,606,907,000 (Accessed: Feb 08 2016) House of Fraser. (2016) Biba Available at: http://www.houseoffraser.co.uk/Biba/BRAND_BIBA,default,sc.html?dep=03 (Accessed: Feb 07 2016) Hulanicki, B. (1983) From A to Biba. 2nd edn. London: Victoria & Albert Museum. Mintel (2015) Clothing Retailing UK October 2015 Available at: http://academic.mintel.com/display/752270/?highlight#hit1 (Accessed: Feb 02 2016) Smith, K (2014) How does House of Fraserâ&#x20AC;&#x2122;s retail strategy stack up against its rival UK department stores? Available at: https://edited.com/blog/2014/04/house-of-fraser-strategy/ (Accessed: Feb 10 2016) Tredre, R (1993) Heaven was a place called Biba Available at: http://www.independent.co.uk/life-style/heavenwas-a-place-called-biba-for-schoolgirls-and-cover-girls-clothes-at-a-certain-shop-in-1472483.html (Accessed: Feb 15 2016) V&A (2016) Barbara Hulanicki and Biba Available at: http://www.vam.ac.uk/content/articles/b/biba,-barbara-hulanicki/ (Accessed: Feb 03 2016)