Fashion Branding & Promotion By Danny Williams FMM4003 1005992
Contents Title Page Contents Executive Summary Introduction Brand in its current state SWOT Analysis Marketing Mix - People Marketing Mix - Product Marketing Mix - Price Marketing Mix - Place Marketing Mox - Promotion Conclusion Recomendations The New Consumer Multi-Channel M-commerce & T-commerce Promotion Including the Council Conclusion Bibliography Appendix
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Page 1 Page 2 Page 3 Page 4 Pages 5 - 7 Page 8 Pages 9 - 10 Pages 11 - 12 Pages 13 - 14 Pages 15 - 16 Pages 17 - 20 Page 21 Page 22 Page 23 Pages 24 -25 Pages 26 & 27 Pages 28 to 31 Pages 32 - 33 Page 34 Pages 36 - 52 Pages 53 - 62
Executive Summary This report will analyse Basler, a company that targets the over 35’s market that have a disposable income. But Basler isn’t a company that is well known on the high street, especially in Epsom. I will propose a brand new marketing technique that differs from their usual celebrity endoresment and focus locally on the Epsom store and it’s branding. Whilst the store, and the products are fine, I will outline how the brand currently sits and what I can do to improve it, using ATL and BTL marketing techniques.
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Introduction This report will be anaysing a boutique, local to Epsom, Basler. It’s a luxury high end brand that care for the over 40’s, but would like to target a younger clientele. In the UK, a lot of stores only stock consessions of Basler, such as Harrods or Elys. With little or no marketing in the UK there is no consistent endorsement of the Basler Brand. When researching the boutqiue, the Ashley Centre was visited as a basis for this questionnaire to see if the public knew of the boutique or the brand. 9 out of 10 people had no idea about Basler, and only 1 in 8 knew of the store in Epsom.
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The Brands Current State “Basler is here to hit the high street with high end luxury product and all tailored to fit’” - Christine Stanley (Store Owner 2013)
Early Adopters
Late Majority
Late Feeders
B
C
D
Laggards
Innovaters A
E
Psychographic Profile Current Collection 5
Current Consumer
Maslows Pyramid of Needs Basler currently sits in Esteem and Self Actualisation areas of Maslows Heirarchy. As the company is all about representing your status and personal growth due to it’s price points and reputation.
Self Actualisation Needs
Esteem Needs Belonging & Love Needs
Safety Needs
Biological & Sociological Needs
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Price & Style Matrix In Epsom. House of Fraser stock brands such as Hobbs, Coast and Oasis which are competitors for Basler. Gerry Weber serves similar design and is on Basler’s doorstep, offereing affordability.
General.
Jaeger & Hobbs offer similar tailor fit cuts as Basler. They target the same demographic of consumer. Brand ethos is quite similar for Jaeger and Hobbs 7
SWOT Analysis Strengths Basler has a strong loyalty based consumer. Well made clothes, attention to detail, and tailor fitted. The brand is strong in Germany. Has it’s own prestigious brand identity. The owner buys into trends/lines that suit her core customer base around Epsom. Have advertisement in Vogue Threats Faces competition from other brands More competition from competitors that have an online presence. Not being able to shop online or ‘click and collect’ when other brands can. House Of Fraser in Epsom stocking competitors lines. Hobbs reported a 16.4% rise in profits due to online spending. Gerry Weber
Weaknesses Basler in Epsom isn’t well known. Prices are incredibly high. No local, BTL or ATL marketing in Epsom. Store front blends in with the high street. Nothing makes the store stand out from others. Lester Bowden suffocates the Basler store, not helping it’s visual presence. Can’t buy online. Small town, so competiton is nearby. Opportunities A small marketing mix to really get the brand known in the local community. Advertisements to create a buzz around the Basler area. ‘Click & Collect’ instore to help footfall. Visual store front that doesn’t blend in with the rest of the drab high street of Epsom. Style Advice
From my SWOT analysis and looking at Mintel & Drapers, I have discovered, although Basler target the same demographic of consumer as Gerry Weber & Hobbs, Hobbs are doing alot better profits wise in the UK that what Basler are. So for a proposal Basler need to be on top of marketing and pitch a brand value much like Hobbs, or push forward and transverse into multi-channel commerce. 8
Marketing Mix - People
People
Epsom, Oxshott & Cobham Married Baby Boomers 40+ High Disposable Income
Product Tops Dresses Jackets Coats Blazers Skirts Blouses Shirts Trousers Gilets Bags
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Product - Comparison This is a long sleeved from Basler, priced at £135 from their Pink Zebra trend pack. One of the best sellers in the Epsom branch, well fitted, 96% luxury polyester, 4% elastane. The print is African inspired and is good for work or casual wear. Best paired with black trousers.
This Invitation Shirt by Hobbs London is £129, cheaper than the Basler and Jaeger blouses but is more fashion forward than all 3 of the competitors blouses. With a stylish print and 100% silk so it’s alot more comfortable, I believe this is the best seller out the 4.
This is the Ditsy Print Shirt by Jaeger and is £160 online. In this bright blue colour it is definetly a statement piece for the Jaeger brand. It is also 100% silk like the Hobbs shirt. I don’t think this is a best seller due to the bold print and Jaeger’s demographic.
Gerry Weber are a huge competition for the Basler in Epsom. They provide alot of similar pieces in cheaper materials, this shirt is made from 73% cotton and 27% silk, this is a good seller due to the demographics of the market, loose fitted and comes in at less budget breaking £85. 12
Price
Baslers pricing is odd, and normally ends in a five or a nine.
Skirts - £109 - £129
Cardigans - £235
Trousers - £109 -£159
Blouses - £109 - £175
Coats & Gilets - £219 - £289 13
Price
Bags/Belts/Scarves - £59 - £219
Blazers - £259 - £499
Tops - £59 - £125 14
Dresses - £139 £235
Place
Basler’s footfall is low and not consistent. It’s between 5 people and 30 people a day.
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Place Station
Basler
The Ashley Centre “The Highstreet is dominated by Charity Shops, and chains.” - Epsom VoxPop Basler is located on the side of town that’s consistent with charity shops, whilst the rest of Epsom is dominated by the Ashley Centre where the public shop.
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Promotion
We b s i t e S w i n g Ta g s A d v e r t I n Vo g u e Bags Celebrity Endorsement Basler prides on customer service, offering bespoke personal shopping advice, to match the consumer that walks through their doors.
Promotion
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Social Networking Basler have a Facebook & Twitter, but they have a very limited amount of followers, this could be due to the age range that Basler target as a demographic, most 40 + women aren’t in touch with a social networking site. I asked friends and family that are 35+ who uses social networking sites, 13 out of the 20 I asked used Facebook or Twitter but out of the 13, only 3 of them knew about the ‘like’ button and they could search for brands they liked.
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Conclusion To conclude this market research report, a new local marketing campaign is what I propose for the Basler in Epsom. Using both above the line (ATL) marketing and below the line marketing (BTL) using the local area to help promote the name of Basler. Using the questionsasked in the Ashley Centre and whilst working in Evans (situated in the Ashley Centre) The information will be used to get Basler more recognition, as well as promote the Epsom store to increase footfall. Although Basler use swingtags, and have a unique bag design, not enough people purchase garments from there for this to be a strong marketing technique. They need to use ATL and BTL promotions to reach a larger consumer base.
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Recommendations To generate a better flowing footfall, and an atmosphere around Basler I propose the following; Simple local advertising. Using the surrounding area to generate buzz. Increasing the amount of people from the current demographic. Make a multi-channel universe for Basler. Click & Collect service to increase footfall and online presence. Compressed, ‘non-touchscreen’ website. Style Nights to increase exclusivity
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The New Consumer Early Adopters
Late Majority
Late Feeders
B
C
D
Laggards
Innovaters A
E
Psychographic Profile Current Collection Current Consumer Proposed Consumer
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Although no new brands will be stocked in Basler, the increase in footfall will bring in more fashion concious women into the Epsom store.
Multi Channel Opportunities Taking information from my focus group, it surprised me to find out all of the ladies had an Apple device. Not only would a Basler App benefit the Epsom store, but it would also generate buzz around the company as a whole.
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iPad/iPhone App Mock Ups
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M-Commerce
App Design
Store Locator on App Just simply allowing the consumer to look at products online, find stores, and study lookbooks can be a key marketing technique, also driving footfall and sales into Basler stores.
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M-Commerce Currently Basler do have a website, and also a compressed website when accessing this from a phone. It takes far too long to load through a Wi-Fi connection and it isn’t compatible with a non-touchscreen phone.
Creating a simple compressed lookbook to advertise their collections online would be a key marketing aspect for the whole company.
A Click & Collect service would be a good way for advertisement. My focus group said they prefer shopping this way. Would also increase footfall into stores. 27
Promotion Basler as a store don’t have alot of recognition on the Epsom high street their logo fades into the beige building in an olive green colour. Using the generic pink colour that the brand uses wouldn’t match the building, so a bold embossed logo would catch eyes of consumers walking by.
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Promotion Marketing around Epsom would create a huge buzz for Basler, creating recognision for the store. Simple advertising, including the location of the store and the website would increase footfall and awareness of the store and the products it sells, but still keeping it an exclusive and expensive brand.
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Promotion
I’d like to keep the exclusivity to the brand, so not offering a discount, but a night, directed to seem personal towards the customer is a good marketing technique that matches the brands ethos. This should also increase footfall and awareness for the brand.
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Promotion
Also, adding this to the already existing Basler Facebook, to generate a buzz to people who aren’t in the local Epsom area.
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Promotion
VoxPop recently did a video questionairre around the Epsom town centre, ‘Myles Rowland Archibald, general manager of restaurant Field to Fork, ... said: “I just don’t feel any community in Epsom. I don’t feel anybody really cares.”’ (Matharu, Hardeep 2013) (Croydon Guardian)
I believe if Basler got involved with the stores & resturants that were suffering and included the Borough Council to create events to draw entrepreneurs into the town.
Epsom market is an incredibly strong town attribute, and if companies created a summer event where stores are based outside, this could prove the high street to be stronger, and possibly increase footfall into stores.
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Promotion http://www.humenaturephotography.co.uk/images/ epsom%20market.jpg
Summer Fashion Show events in the market. Basler can get a name out for themselves, whilst keeping exclusivity. House of Fraser can offer make-up tutorials in the stands. Basler can hand out Style Night cards & shape advice.
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Conclusion To conclude this report, anaylising the Basler store and brand ethos really inspired the new advertising, and multi channel oppurtunaities that Basler can use to increase footfall and sales. Using BTL and ATL advertising, Basler remains in the price/style matrix targeting the same demographic, and keeps its exclusivity and luxury brand essence. Also offering a Click & Collect service through it’s multi channel services. Creating and App and look book, then being able to order certain things in to certain stores will increase the footfall, and the expert instore customer service can then use this to increase sales as I found that customer service can be a key way to securing a sale. Basler could have a very strong stand in the fashion industry if the marketing was improved in the UK, it shows that only having a Vogue advertisement a bit of celebrity endorsement doesn’t keep up with current changes in technology and computers. So Basler need to embrace a new technological way of getting to the customers but keeping their demographic interested and loyal.
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Bibliography Title Page Fig 1. Basler. (2013). Basler Lookbook. Available: http://www. basler-fashion.com/campaign. php?id=1. Last accessed 22nd Feb 2013.
Contents Page Fig 1.
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Bibliography Executive Summary Fig 3. Danny Williams (2013) Store Interior. Taken 12th March 2013
Introduction Page Fig 4. Danny Williams (2013) Store Interior. Taken 22nd Feb 2013
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Bibliography Price/Style Matrix Fig 5. Basler Logo - Game Fair. (2012). Lady’s Day. Available: http://www.gamefair.co.uk/countryside-day-out/the-ladys-day.html. Last accessed 22nd Feb 2013. Fig 6, Gerry Weber Logo - Citti-Park. (). Store Location. Available: http://www.citti-park-kiel.de/shops_ branchen/details/meldung/gerry_weber_damenmode/655.html. Last accessed 22nd Feb 2013. Fig 7 - Coast Logo - Athlone Town Centre. (2012). Stores a - z . Available: http://athlonetowncentre.com/ stores/store-a-z/coast/coast-logo-cropped/. Last accessed 22nd Feb 2013. Fig 8 - House of Fraser Logo - Purple Voucher. (2012). Restaurants. Available: http://www.purplevouchers. co.uk/our-purple-voucher-of-the-day-is-restaurant-athouse-of-fraser-2. Last accessed 22nd Feb 2013.
Fig 13 - Dorethy Perkins Logo - Arcadia LTD.. (2010). Henry Lyons Fashion. Available: http://www.henrylyons.ie/ dorothy-perkins/. Last accessed 22nd Feb 2013.
Fig 9 - Monsoon Logo - Simon (Domain name). (2011). Branding Source. Available: http://brandingsource.blogspot.co.uk/2011/06/new-logo-monsoon. Fig 14 - Lanvin Logo - Naver (Domain Name). (2012). html. Last accessed 22nd Feb 2013. Lanvin. Available: http://blog.naver.com/PostView. nhn?blogId=aosld&logNo=178156110&redirect=DFig 10 - Marks & Spencer Logo - Kent News. (2012). log&widgetTypeCall=true. Last accessed 22nd Feb Sevenoaks set for Marks & Spencer. Available: http:// 2013. www.kentnews.co.uk/news/sevenoaks_set_for_marks_ spencer_boost_1_1353178. Last accessed 22nd Fig 15 - Oscar de la Renta logo - Logo Vectors. (2010). Feb 2013. Oscar De La Renta. Available: http://www.freelogovector. com/logo-vectors-O-page3.php. Last accessed 22nd Fig 11 - Oasis Logo - Aurora Fashions. (2011). Join Feb 2013. the Fashion Roll Call. Available: http://www.themomentmagazine.com/fashion/join-the-fashion-roll-call-the-milFig 16 - Hobbs Logo - Hobbs. (unknown). Openitary-trend-has-arrived-at-oasis/. Last accessed 22nd ing Hours. Available: http://www.openinghours.net/ Feb 2013. shop+hobbs.html. Last accessed 22nd Feb 2013. Fig 12 - Next Logo - Shoot Factory. (2011). Next Fig 17 - Jaeger Logo - Mae (Domain Name). (2008). Photoshoot. Available: http://www.shootfactory.co.uk/ Type ID board. Available: http://www.typophile.com/ blog/next-fashion-is-shooting-at-our-london-location/ node/46146. Last accessed 22nd Feb 2013. next20logo/. Last accessed 22nd Feb 2013.
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Bibliography SWOT Analysis Hobbs Research - Emma Clifford. (2013). Womenswear. Available: http://academic.mintel.com/display/623537/?highlight=true#hit1. Last accessed 21st Feb 2013. Catherine Neilan. (2013). Fashion Sales Grow. Available: http://www.drapersonline.com/news/fashion-sales-grow1277-in-mid-january/5045388.article. Last accessed 21st Feb 2013.
Marketing Mix - People Fig 18 - RED Magazine -RED Magazine. (2010). Magazine Covers. Available: http://www.getsomeheadspace. com/images/oldblog/REDMagazine.jpeg. Last accessed 22nd Feb 2013. Fig 19 - Champagne Glasses - Unknown. (2012). Rich & Famous. Available: http://intoxicology.net/wp-content/uploads/2012/12/champagne_glasses.jpg. Last accessed 21st Feb 2013. Fig 20 - Piggy Bank - ADMA (Domain Name). (2012). 21st Century Piggy Banks. Available: http://admablog. com/2012/02/13/21st-century-piggy-banks-using-peoples-impulsiveness-in-a-productive-way/. Last accessed 22nd Feb 2013. Fig 21 - Countyr House - Sheepskinlife. (2012). Property. Available: http://www.sheepskinlife.com/wordpress/ wp-content/uploads/2010/07/ciderhouse1.jpg. Last accessed 23rd Feb 2013. Fig 22 - Cruise Ship - Corporate Cruise Consultants. (Unknown). The Joy of Vacationing on a Cruise. Available: http://www.cccruisefl.com/tag/cruise-ship/. Last accessed 23rd Feb 2013.
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Bibliography People Fig 23 - Background Image - Basler. (2013). Basler Lookbook. Available: http://www.basler-fashion.com/campaign.php?id=1#. Last accessed 24th Feb 2013.
Marketing Mix - Product Fig 24 - Vest Top - Peter Hahn. (2013). Basler Online at Peter Hahn. Available: http://www.peterhahn.co.uk/baslerround-neck-top-rose-712615.html . Last accessed 24th Feb 2013. Fig 25 - Beige spotted top - Peter Hahn. (2013). Basler Online at Peter Hahn. Available: http://www.peterhahn. co.uk/basler-top-sand-multicoloured-841414.html . Last accessed 24th Feb 2013. Fig 26 -Beige Cardigan - Peter Hahn. (2013). Basler online at Peter Hahn. Available: http://www.peterhahn. co.uk/basler-cardigan-beige-841638.html . Last accessed 24th Feb 2013. Fig 27 - Navy Cardigan - Peter Hahn. (2013). Basler Online at Peter Hahn. Available: http://www.peterhahn. co.uk/basler-cardigan-navy-841273.html . Last accessed 24th Feb 2013. Fig 28 - White Blouse - Peter Hahn. (2013). Basler Online at Peter Hahn. Available: http://www.peterhahn.co.uk/ basler-blouse-white-714421.html . Last accessed 24th Feb 2013. Fig 29 - Pink Blouse - Peter Hahn. (2013). Basler Online at Peter Hahn. Available: http://www.peterhahn.co.uk/ basler-blouse-bright-pink-multicoloured-712755.html . Last accessed 24th Feb 2013.
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Bibliography Product (cont) Fig 30 - Navy Blue Jacket - Peter Hahn. (2013). Basler Online at Peter Hahn. Available: http://www.peterhahn. co.uk/basler-quilted-jacket-navy-128926.html . Last accessed 24th Feb 2013. Fig 31 - Red Jacket - Peter Hahn. (2013). Basler Online at Peter Hahn. Available: http://www.peterhahn.co.uk/ basler-blazer-red-multicoloured-108613.html. Last accessed 24th Feb 2013. Fig 32 - Camel Coat - Peter Hahn (2013) Basler Online at Peter Hahn. Available:: http://www.peterhahn.co.uk/ basler-coat-camel-121368.html Last accessed 24th Feb 2013 Fig 33 - Black Coat - Peter Hahn (2013) Basler Online at Peter Hahn. Available: http://www.peterhahn.co.uk/ basler-reversible-coat-black-124639.html. Last accessed 24th Feb 2013 Fig 34 - Black Trouser - Peter Hahn. (2013). Basler Online at Peter Hahn. Available: http://www.peterhahn.co.uk/ basler-trousers-natural-609073.html . Last accessed 24th Feb 2013. Fig 35 - Floral Trouser - Peter Hahn. (2013). Basler Online at Peter Hahn. Available: http://www.peterhahn.co.uk/ basler-trousers-rose-multicoloured-609399.html . Last accessed 24th Feb 2013.
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Bibliography Product Comparison Fig 36 - Basler Shirt - Basler. (2013). Basler at Peter Hahn. Available: http://www.peterhahn.co.uk/baslerblouse-bright-pink-multicoloured-712755.html. Last accessed 1st March 2013. Fig 37 - Hobbs Shirt - Hobbs. (2013). Invitation Shirt Ariadne. Available: http://www.hobbs.co.uk/product/ display?productID=0113-6315-9098L00&productvarid=0113-6315-9098L00-WHITE%20CHINA%20 BLU-18&refpage=tops. Last accessed 1st March 2013. Fig 38 - Jaeger Shirt - Jaeger. (2013). Jaeger at House of Fraser. Available: http://www.houseoffraser.co.uk/ Jaeger+Ditsy+print+blouse/178117084,default,pd. html?cm_mmc=Google+Adwords-_-Product+Extensions+And+Listings-_-Product+Extensions+And+Listings-_-_Women’s+Jaeger+Ditsy+pri. Last accessed 1st March 2013. Fig 39 - Gerry Weber Shirt - Gerry Weber. (2013). Gerry Weber at John Lewis. Available: http://www.johnlewis.com/ gerry-weber-floral-blouse-grey-multi/p383363. Last accessed 1st March 2013.
Marketing Mix - Price Fig 40 - 49 - Danny Williams (2013) Product Catergoies All taken on 12th March 2013
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Bibliography Price (cont) Fig 50 - 58 - Danny Williams (2013) Product Catergoies All taken on 22nd Feb 2013
Marketing Mix - Place Fig 59 -Danny Williams (2013) Store exterior, Taken on the 12th March 2013 Fig 60 - Yemek (Domain Name). (2010). Unknown. Available: http://www.buyukgokcesu.com/2011/01/23/ yemek-sirasi-ve-hayat/ . Last accessed 26th Feb 2013.
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Bibliography Place Fig 61 - Google. (2013). Google Maps - Epsom Basler. Available: http://maps.google.co.uk/maps?client=safari&rls=en&q=google+maps&oe=UTF-8&redir_esc=&um= 1&ie=UTF-8&hl=en&sa=N&tab=wl. Last accessed 26th Feb 2013.
Marketing Mix - Promotion Fig 62 - Background image - Basler. (2013). Basler Lookbook Online. Available: http://www.basler-fashion. com/campaign.php?id=1#. Last accessed 27th Feb 2013.
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Bibliography Promotion (cont) Fig 63 - Basler Homepage - Basler. (2013). Basler Homepage. Available: http://www.basler-fashion.com. Last accessed 27th Feb 2013. Fig 64 - Basler. (2013). Kaley Cuoco in Basler. Available: http://www.basler-fashion.com/gallery.php?id=2. Last accessed 27th Feb 2013. Fig 65 - 67 Danny Williams (2013) Store Merchandising taken 20th Feb 2013
Social Networking Sites Fig 68 - Twitter. (2013). @baslerfashion. Available: https://twitter.com/BaslerFashion. Last accessed 15th Feb 2013. Fig 69 - Facebook (2013) Basler Fasion. Available https://www.facebook.com/BaslerFashion. Last accessed 15th Feb 2013
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Bibliography Promotion Page Fig 70 - Background image - Basler. (2013). Basler Lookbook Online. Available: http://www.basler-fashion. com/campaign.php?id=1#. Last accessed 2th Feb 2013.
Conclusion Fig 71 - Danny Williams (2013) Silk Blazer taken 20th Feb 2013
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Bibliography Recomendations Page Fig 72 - Background image - Basler. (2013). Basler Lookbook Online. Available: http://www.basler-fashion. com/campaign.php?id=1#. Last accessed 3rd March 2013
Multi Channel Oppurtunaties Fig 73 - iPad Image - Basler. (2013). Basler Lookbook Online. Available: http://www.basler-fashion.com/campaign.php?id=1#. Last accessed 3rd March 2013 Fig 74 - iPhone Image - Basler. (2013). Basler Lookbook Online. Available: http://www.basler-fashion.com/campaign.php?id=1#. Last accessed 3rd March 2013 Fig 75 - iPad Screen -Sharma, Nilay . (2012). Clip Art. Available: http://www.clker.com/clipart-ipad-blank-screen. html. Last accessed 3rd March 2013. Fig 76 - iPhone Screen - Unknown. (unknown). blank iphone. Available: http://www.vivoxapp.com/img/blank_iphone.png. Last accessed 3rd March 2013.
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Bibliography Mock Ups Page Fig 77 - iPad Image - Basler. (2013). Basler Lookbook Online. Available: http://www.basler-fashion.com/campaign.php?id=1#. Last accessed 3rd March 2013 Fig 78 - iPad Screen -Sharma, Nilay . (2012). Clip Art. Available: http://www.clker.com/clipart-ipad-blank-screen. html. Last accessed 3rd March 2013.
M-Commerce Fig 79 - App Background - Andrew Poison. (2011). Pink Feather Brush III. Available: http://andrewpoison.deviantart.com/art/Pink-Feather-Brush-III-201380611. Last accessed 4th March 2013. Fig 80 - Basler Logo - Game Fair. (2012). Lady’s Day. Available: http://www.gamefair.co.uk/countryside-day-out/the-ladys-day.html. Last accessed 22nd Feb 2013. Fig 81 - iPhone Screen - Unknown. (unknown). blank iphone. Available: http://www.vivoxapp.com/img/blank_iphone.png. Last accessed 3rd March 2013. Fig 82 - Store Locator Screen Shot - Basler. (2013). Basler Store Locator. Available: http://www.basler-fashion. com/storefinder.php. Last accessed 26th Feb 2013.
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Bibliography M-Commerce Fig 83 - Blackberry Image- Marc (Domain Name). (2008). e-wallet for blackberry is out. Available: http:// blog.iliumsoft.com/2008/12/10/ewallet-for-blackberry-is-out/. Last accessed 3rd March 2013. Fig 84 - Basler Logo - Game Fair. (2012). Lady’s Day. Available: http://www.gamefair.co.uk/countryside-day-out/the-ladys-day.html. Last accessed 22nd Feb 2013. Fig 85 - Blackberry screen image - Basler. (2013). Basler Hompage. Available: http://www.basler-fashion.com/campaign.php?id=1#. Last accessed 3rd March 2013 Fig 86 - Blank Laptop Screen Image - vnineray (Domain Name). (2013). Laptop Clipart. Available: http:// laptopclipart.com/laptop-clipart/laptop-clipart/. Last accessed 4th March 2013.
Promotion Page Fig 87 - Basler Exterior - Danny Williams (2013) Photograph taken on 22nd Feb 2013 Fig 88 - New Logo (Circled) - Game Fair. (2012). Lady’s Day. Available: http://www.gamefair.co.uk/countryside-day-out/the-ladys-day.html. Last accessed 22nd Feb 2013.
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Bibliography Promotion Fig 89 - Bus Stop Image - Basler. (2013). Basler Lookbook Online. Available: http://www.basler-fashion.com/ campaign.php?id=1#. Last accessed 3rd March 2013 Fig 90 - Basler Logo - Game Fair. (2012). Lady’s Day. Available: http://www.gamefair.co.uk/countryside-day-out/the-ladys-day.html. Last accessed 22nd Feb 2013. Fig 91 - Both Shop Window - Basler. (2013). Basler Lookbook Online. Available: http://www.basler-fashion. com/campaign.php?id=1#. Last accessed 3rd March 2013 Fig 92 - Shop front image - Entrance Solutions LTD. (2013). Automatic Doors. Available: http:// www.entrancesolutionsltd.moonfruit.com/communities/7/004/008/328/617/images/4537966509.jpg. Last accessed 5th March 2013.
Promotion Fig 93 - Basler Logo - Game Fair. (2012). Lady’s Day. Available: http://www.gamefair.co.uk/countryside-day-out/the-ladys-day.html. Last accessed 22nd Feb 2013.
Fig 94 - Basler - Pink Zebra Image - Illkirch (Domain name). (2013). The Working Gil. Available: http://meyer-habillement.fr/femme/working-girl/. Last accessed 6th March 2013.
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Bibliography Promotion - Facebook Style Night Fig 95 - Facebook (2013) Basler Fasion. Available https://www.facebook.com/BaslerFashion. Last accessed 15th Feb 2013 FFig 96 - Basler Logo - Game Fair. (2012). Lady’s Day. Available: http://www.gamefair.co.uk/countryside-day-out/the-ladys-day.html. Last accessed 22nd Feb 2013. Fig 97 - Basler - Pink Zebra Image - Illkirch (Domain name). (2013). The Working Gil. Available: http://meyer-habillement.fr/femme/working-girl/. Last accessed 6th March 2013.
Promotion - Council VoxPop - Matharu, Hardeep . (2013). Epsom VoxPop. Available: http://www.croydonguardian.co.uk/news/ business/news/10183515.VIDEO_VOX_POP__Is_Epsom_ town_centre_dying_/. Last accessed 13th March 2013. Fig 98 - Epsom & Ewell Counil Logo - Epsom & Ewell Council. (2013). Job Search. Available: http://www.ehnjobs.com/employer/epsom-and-ewell-borough-council/. Last accessed 12th March 2013. Fig 99 - Market Image - Unknown. (2012). Epsom Market. Available: http://www.humenaturephotography.co.uk/ index.cfm?task=events&targetid=28. Last accessed 12th March 2013.
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Bibliography Conclusion - Florida Fig 100 - Background Image - Basler. (2013). Basler Lookbook Online. Available: http://www.basler-fashion. com/campaign.php?id=1#. Last accessed 3rd March 2013
Conclusion Image - Florida Fig 101 - End Image - Basler. (2013). Basler Lookbook Online. Available: http://www.basler-fashion.com/campaign.php?id=1#. Last accessed 3rd March 2013
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Appendix How old are you? 3
3 35 -‐ 39 40 -‐ 49
5
50 -‐ 59 60+ 12
Where do You Shop? 3 5
13
High End High Street High Street 3
Online Click & Collect Department Stores
13
53
On average, what do you spend? 2 1 8
3
£20 -‐ £39 £40 -‐ £59 £60 -‐ £79 £80 -‐ £99 £100+
9
Are you loyal to the brand you shop in? 4 9
Yes No Occasionally
10
54
What influences you to shop? 6 Sales
11
Promo/ons Celeb Endoresment Impulse Buy 13
Other
4 1
What social networking sites do you use?
1
3 Facebook
4
Twi1er Pinterest
4
55
20
Instagram Other
Employment Status 4
4 Employed 1 -‐ 39 Employed 40+ Re3red Looking for Work Disabled 15
Do you use a Smartphone? 3 1
iPhone Andriod
2
Blackberry Samsung 17
56
Other
Summary My questionnaire was sent out to 23 people, all female and all of them worked, most of them used facebook and had an iPhone, even though they’re 35 or over. Most of them used a click and collect service, or loved an impulse buy.
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Focus Group Research This focus group consisted of 5 people; Myself, Lyn, Sheila, Sue A, and Sue M. All the ladies are ages 40+, Live in the countryside, and are all professionals working in healthcare around the Benenden & Headcorn area with a decent disposable income. Danny: “So what type of stores or brands do you shop in?” Sue A: “Depends where I am and who I’m with” Sheila: “Yes, you can have a completely different shopping experience in Maidstone, to what you may buy in Headcorn” Danny: “In general, the brands you trust or you are loyal too then” Sheila: “Marks & Spencer’s, Next, or sales, depends on the store” Sue M: “I still shop on Littlewoods online, or use the House of Fraser, click and collect, as it’s cheaper than getting it delivered to your house, and it gets me out and about. John Lewis is a brand I love! If I could spend the rest of my life shopping in there I would!” Lyn: “It does depend on where you go, I’d shop in Chloe if I were in London, in Tenterden, I’d shop in Monsoon, or Fat Face” Sheila: “Living round here and being this age it doesn’t really make you feel like you want to travel too far to go shopping, so it’s handy when you have different types of stores in a small village like Tenterden” Danny: “Okay, lets focus around this area then, the brands and stores you’re loyal too, and love around this area” Sue A: “Definitely Monsoon and Marks & Spencer’s then, I think because they’re a big brand you can trust them” Shelia: “Living round here it’s a lot easier to use the Marks & Spencer’s website to shop on, as these Marks & Spencer’s haven’t always got a lot” Danny: “Would you say you all trust and would shop in Marks & Spencer’s?” (Everyone nodded and agreed) Danny: “What about boutiques then? They aren’t names you know, but you’ve been in a few today and things have caught your eye” Sue A: “Well, it depends, if I’m just having a wander round, I’d happily go into a small boutique and have a look” Lyn: “I like the idea of having something from a boutique that only a small group of people might own in 58 the world!”
Focus Group Research Sue A: “There’s a boutique that I can’t remember the name of in Tenterden that had that ad in the local paper, and offered a little discount if you bought in the paper with you” Shelia: “Me and Sue (A) went together to that one, there wasn’t a lot in there, but it was all fairly quite expensive, but the materials and design was gorgeous!” Danny: “So, how much would you all be willing to spend on a good item, in a boutique?” Lyn: “Anything from about £20 for a nice tee, to about £120 for a nice little dress, but I wouldn’t spend more money there knowing I can get a beautiful dress or tunic from Monsoon” Sheila: “Probably about £10 - £90 depending on what it was” Sue A: “Probably the same, £1 - £100! But in Marks and Spencer’s I’m willing to buy probably a bit more” Sue M: “All depends on quality and fit for me, so I’d always try something on, and if I love it, I buy it!” Danny: “Back to where Sue (A) and Lyn said they’d spend more in Monsoon, and Marks & Spencer’s if they wanted too” Lyn: “Because I love Monsoon! You know that. It’s just because it’s completely my style, and everything I own from them has never faded, lost its shape or broke!” Sue A: “Because my fashion sense is basic I like to buy a lot of things like tee’s, dresses and trousers that I know will fit, and I can buy them season to season without fail, so I’d do more of a ‘bulk buy’ than a one off” Danny: “What about your buying motives? Only buy if sale? If needed? Etc…” Sheila: “Well, like that boutique, I bought a scarf for £12 with the 10% discount because, I liked the scarf, it wasn’t greatly expensive, and I had the discount! But other than that, sales are always handy, but I’m not one to go wait outside Next at 6AM to get to their sale” Lyn: “I just buy what I love, it’s never really an impulse buy, because I’ll try it on and see what it’s really like, if I’m hesitant about it, I wont buy… unless it’s online, because you can’t try online things on” Sue A: “I liked the idea of that 10% discount in store, but I didn’t buy anything, because I only really buy things that are basic, the prints were beautiful, but they weren’t me at all! So I only really buy as a necessity.” Sheila: “I don’t mind paying for things full price if they’re necessary, things like underwear, camisoles and other things as long as they aren’t ridiculously priced” Sue M: “I’m all about a bargain, if I can get it at sale price I will, but then I’m partial to a bit of advertising and discount! But I agree with the necessity thing. I’d spend good money on underwear or a winter coat because I know it’ll do me good!” 59
Focus Group Research Danny: “So everyone believes good quality necessity items, are good qualities to have in a brand?” Sheila: “very much so, I believe that’s why Marks & Spencer’s and John Lewis have done so incredibly well!” Lyn: “Especially the customer service you receive in John Lewis, it’s brilliant’ Sue M: “If I like the assistant, it puts me in a better mood, it’s almost as if I want to spend more psychologically!” Sue A: “I always like it when I receive assistance, especially from someone slightly younger, they know what’s trendy, and normally what would suit someone, but then that depends on the store.” Lyn: “I don’t think it matters where you go, whether it’s Primark to Prada, it’s what can secure a sale from me, I’m not afraid to tell a customer assistant they’ve lost a sale if they’re rude or think they’re important, it puts me off shopping in designer stores sometimes due to snobbery!” Danny: “Customer service is much as another importance then?” (all ladies agreed) Danny: “What about social networking sites or shopping online? How do we feel about that?” Lyn: “I love online shopping as much as I love shopping in-store! Online is more my impulse buys, I normally just browse, but then if I like something online from that store, I’d like to go do that whole ‘Click & Collect’ service because there might be something else I like!” Sue A: “I prefer doing the click and collect thing, it is SO much easier than getting it delivered to your house! As you don’t have to be in at a specific time, or worry that you may have to pick it up from the post office!” Sue M: “I completely agree with Lyn and Sue (A) Click & Collect is a good excuse to do more shopping when you go pick it up! Shopping online is obviously starting to destroy the high street, I think House of Fraser does well with their click & collect, it’s very punctual!” Sue A: “Shopping online would only suit me if I knew I was going to be in my house on that day for the whole day, but when you have grandkids and an annoying husband you just never know!” Danny: “Sheila, do you do online shopping?” Sheila: “I vary really, I enjoy using my iPad and iPhone to do some shopping on the move, or at home, but then I do love the experience of shopping in places like Canterbury or Tenterden, where the smaller shops may not have what you want online! But other than that I do enjoy the fact I can just order it and pick it up when I want too” Danny: “Social Networking sites? Twitter? Facebook? Pinterest? 60
Focus Group Research Sheila: “I think we all use Facebook!” Lyn: “I don’t do any shopping through it though” Danny: “You can’t really shop through Facebook, unless you are joined to groups about certain brands etc…” Lyn: “That’s what I mean, I don’t really understand that whole ‘Like’ button when it comes to companies and groups” Sue M: “I don’t use Twitter or Pinterest, neither of those sites really appeal to me, Twitter is all about following people? I don’t want people following me!” Lyn: “I have twitter, but only when Big Brother, and other cheesey TV reality shows are on, because it just fills me in on the action when I work over night or when I’m not near a TV, but I’m not using it now, last time I used it was for ‘I’m a Celebrity!” Sue A: “I use Facebook for all that information!” Danny: “No other social networking sites?” Sue M: “I use shopping apps? My daughter showed me the Asos app for my iPhone and I sometimes use that one to order a new bag or a pair of shoes!” Sheila: “I’ve used the Asos app once, didn’t work very well” Lyn: “I use the Zara app to browse, but I don’t ever order anything on there because I know there is a lot more in store! So it’s handy they have a sort of ‘lookbook’ layout on there. The Focus Group continued to go over a few more points about click & collect and how these women do prefer to browse online, but always go in store.
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In my focus group, I targeted countryside living, 40+ year olds in Kent. They are all professionals, working in Healthcare around the Benenden & Headcorn area. 2 ladies Sue & Sheila said they were always partial to a bit of local advertising, a new boutique opened in Tenterden and it was advertised in the local newspaper with a small discount, so they went to have a look, but only 1 of them purchased something at £12. Both said they are willing to spend around £10 - £100 depending on the garment/item. Another lady also named Sue said she likes good quality products, and is a loyal consumer to John Lewis and her local boutiques in Headcorn for both fashion and homeware. She’s willing to spend on an average of £80 on an impulse buy, but normally returns. All ladies would expect customer service on any level, whether it’s Primark or Prada. “That is what can secure a sale in my eyes” Lyn said, and the other ladies agree’d. All ladies use Facebook, but none use Twitter.
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