Pretty Green Report by Dominika Rekas (quirkydom)

Contents Methodology 6 Brand History 8 Brand Vision 10 Brand Essence 13 Brand Mission 14 Brand Health Usage 18 Awareness 20 Mods vs Rockers 22 Perceptions 24 Social Media 26 External Market Market Profits 30 Competitors Analysis 32 UK & US PEST 34 Brits vs Americans 36 Macro Trends 38 Micro Trends 39 Y Pulse Agency 42 Internal Market Pen Portrait 46 4Pâ&#x20AC;&#x2122;s 48 SWOT 50 Market Entry Strategy Type 54 Location 56 Instore Environment 58 Challenges to Face 50 Overcoming Challenges Brand Ambassadors 62 Womenswear Extension 64 Strategy Roundup 66 Dominika Rekas No696075 Word Count: 3,274

The purpose of this report is to analyse the current UK and US retail market based on the brand Pretty Green, a British brand. Analysis and strategy will reflect the plan for the future launch of Pretty Green into the US market.

Methodology The objective of our research was to find out if many people know about the brand, whether they’re the customers, potential customers or if they even know about the brand. In an online survey, we found out that the majority of 16-22 year olds’ music preference influences what they wear, unlink the 30+ year olds which mostly said it doesn’t. This could be a possibility for Pretty Green to focus on targeting the younger demographics. Another thing that we found through the survey was that the majority of the participants hadn’t heard of Pretty Green. This could be an area of improvement if it’s to launch into the US. Marketing will have to be a bigger focus to achieve full potential. We started off by asking people is they’d heard of the brand and found an avid fan. We conducted an interview (appendix) which gave us a general idea of what the brand stands for and how it’s perceived. The candidate, aged 19, stated that although he loves the brand, the products are over-priced for what they are. To get an insight into the US market we also had a talk by Y Pulse in New York which gave us some interesting insights especially into the music culture and the consumers. Lastly, we visited the store in Nottingham and spoke to the sales assistant to get an idea of their typical consumer. As part of the ethics, voluntary participation was agreed between all the participants throughout our primary research.

History

Pretty Green is a British menswear clothing brand which was established in 2009. Started by Liam Gallagher, former Oasis lead singer, the brand unites people through a love of music and fashion.The brand pulls a lot of influence from the Mod movement which started by the end of the 1950s. Named after a track by The Jam, Pretty Green provides simple, classic clothing with a modern twist. (Pretty Green Website, 2017)

June 2009 Liam Gallagher launches Pretty Green July 2010 Carnaby street store opens November 2010 Pretty Green wins Drapers menswear brand of the year award March 2011 Teenage Cancer Trust Limited Edition Capsule June 2011 Paul Weller collaboration October 2011 Quodrophenia Exhibition May 2012 Pretty Green Eyewear collection launch June 2012 Pretty Green launch in Japan February 2015 S/S15 March of the Mods campaign June 2015 Pretty Green Handpainted Gibson Guitar

Vision

The brand reflects Liam’s style and rock and roll ties. Gallagher stated, “I won’t be putting anything out unless I’d wear it. It’s just a nice classic range”. (Pretty Green Website, 2017)

Essence

We pride ourselves in the high quality of fabrics and product. British heritage and music is a big part of the brand and we connect with the consumers on an emotional level through these factors.

Mission

Our mission is to provide timeless pieces into the British fashion market. We want to inject something different into the British menswear market and create durable pieces for men who want to dress sharp and take pride in their appearance. (Millward, 2013)

BRAND HEALTH IN UK

Usage Pretty Green focuses on providing the â&#x20AC;&#x2DC;timeless classicsâ&#x20AC;&#x2122; for its customers. This includes their parkas, jackets and shirts. They provide great quality to last a lifetime. In this way the consumption of their products has a longer life span than that of a trend based retailer. The brand provides basics which are also classed as essentials. There are always people who need basics in their wardrobe and itâ&#x20AC;&#x2122;s a market that is bound to get income all year round providing there are products to serve the purpose eg coats for winter.

Awareness Pretty Green started with Liam Gallagher and the brand built up loyalty through him. Fans of Oasis were the originals customers of the brand and have grown with the brand. Pretty Green was essentially Gallagher’s merchandise for his fans. Gallagher once stated in an interview, “ Just gonna do clothes I like, if people like it cool, if not they don’t” . (Pretty Green Website, 2017) The brand pulls a lot of inspiration from the Mod movement which started at the end of the 50’s but was at it’s peak in the 80s. A big portion of the PG consumers are also aware of the music scene as that’s where the influence came from. The strong link to the music scene has been an advantage for the brand specifically in the UK.

MODS

ROCKERS

A big influence on the aesthetic and awareness of the brand is through its links to the British Mod subculture. In 2015, Pretty Green created a short documentary on mods and rockers which featured interviews with 2 men that lived through the 1964 riots. The Mod and Rocker describe the concepts behind the styles. Parkas were used for protection, Mods often slept on the Brighton beaches and they protected them from the cold. The rockers wore leather to stay protected on their motor bikes as they often didnâ&#x20AC;&#x2122;t wear helmets to look cool. The leather look gave them an edge.

Perceptions In the conducted online survey, we found that 104, out of 134, of the participants that took part hadn’t heard of Pretty Green. This could be an area of improvement if it’s to launch into the US. Marketing will have to be a bigger focus to achieve full potential. However, throughout our research we also asked what people thought of when they think of Pretty Green:

MODERN COLOURFUL RETRO QUIRKY YOUNG LIAM INDIVIDUAL MOD VIBRANT BRITISH FUN EXPENSIVE EDGY VINTAGE 80s UNIQUE OASIS 90s

Social Media Presence

Pretty Green seems to be a connected brand using the popular social media platforms such as Twitter, Facebook and Instagram. It posts updates on ongoing collections, releases but also press related information. Recently the rapper Skepta was featured on the Instagram wearing a Pretty Green Jacket. The current social media presence is one that reaches out however doesnâ&#x20AC;&#x2122;t promote engagement. For example, currently (8/6/17) 105K followers however the images only have about 100 likes (on average). The brand doesnâ&#x20AC;&#x2122;t follow many people either, 100, which discourages consumers to follow.

EXTERNAL BUSINESS REVIEW

Market Pofits

Growth was recorded across all our channels to market, but we saw a particularly strong performance from e-commerce through both prettygreen. com and our pure-play online wholesale customers -Richard Ralph, Pretty Green chief executive, 2016

Pretty Green has been doing well in UK over the past year. Profit margins have risen in the run up to Christmas with the sales growing by 27pc over the six weeks to New Yearâ&#x20AC;&#x2122;s Eve. The brand has also seen development internationally with sales growing by almost a quarter from 2015.

Competitors

Diverse Product Range

High Price Point

Low Price Point

Small Product Range

Competitors Analysis

Serving the niche market, Pretty Green faces a lot of competition which make similar product and potentially make bigger profit. The brand’s vision and mission is a very clear one however doesn’t appeal to the masses unlike its competitors. The perceptual map positions Pretty Green along its primary competition: Fred Perry, Hugo Boss, Paul Smith and Hugo Boss due to its’ product offer but also similar beliefs. There are also secondary competitors such as Ted Baker, Ralph Lauren and Tommy Hilfiger that contribute to the competitor due to its’ location or similarity in product but have a different niche. The competitors are global brands, successfully present worldwide. Paul Smith prides itself on high quality products however its also a very diverse brand. It aims at a wide audience unlike Pretty Green. The range of product is also a disadvantage for Pretty Green. In terms of its’ secondary competitors, Ted Baker is an excellent to look up to as its’ a very British brand, similarly to Pretty Green and it’s launched in the US. The playfulness of Ted Baker was the advantage to the brand, and enabled consumers to connect.

UK PEST

P - Political differences in the UK over the past year have arisen this trend of terrorism which affects social attitudes but also shopping patterns. “Terrorism provides an example of how instability can affect the entire value chain for the fashion industry. Not only have sourcing regions suffered from attacks in the past, but fears of terrorist activity can keep shoppers out of certain areas or discourage tourists from visiting destinations that depend on them as consumers.” Alongside that, with the upcoming general election, there’s a lot of uncertainty about the . E - “If it were ranked alongside individual countries’ GDP the global fashion industry would represent the seventh-largest economy in the world.“ This means that the fashion industry in the UK has been making a major impact to the economy compared with other individual countries. S - For 2017 one of the biggest trend in lifestyle but also spreading to retail is mindfulness. “Feeling good is the new looking good: More fashion players can start profiting from the wellness movement rather than competing with it.” The movement provides a possibility for big profit spreading through different categories which could be a possibility for Pretty Green. The rock and roll lifestyle is out and it’s all about being healthy. Saying that, nightlife is very much still apparent in the UK. In terms of demographics, “club goers aged under 45 are significantly more likely to have made a booking in advance, with many of these younger consumers possible looking for a more discounted entry price.” However “demographics over 45 are more likely to be spontaneous and chose the location on the night.” T - 2016 saw the advance of digital awareness for brands. We saw “the launch of “see-now, buynow”, and a thorough creative shake-up at fashion houses. “Always-on” consumers are becoming ever more sophisticated, more technology-driven, and harder to predict.” Brands in 2017 will have to work much harder to predict what their consumers want. “Digital platforms and strategies become more prevalent, integrated and sophisticated, with e-commerce rising, pure-play brands emerging, and brands engaging with consumers through virtual reality (The State of Fashion 2017) (McGrath, 2016)

US PEST

P - Due to political distress in the US with Donald Trump becoming president, 85% of people, according to Ford—are concerned about their personal data being obtained without their consent. The distress is causing consumers to have a general loss of trust in its government. E - US consumers feel better about their financial situation than they did a year ago, but they’re still hesitant to spend too much. This affects the retail industry and in particular, the luxury. Nonetheless, fewer American consumers are feeling economic pressure today than at any time since 2008. This means that the American consumer is more likely to invest in products and not save their money. S – In terms of social interactions, for the Americans it is more about the shared experiences that having a partner that can provide. In this way, American are naturally more spontaneous which has to be considers when expanding markets. The need to belong to a community is also strong all around the globe, and people expect businesses to play a role in that community and give back. With uncertainty in the US, people are coming together to support one another. T - US consumers claimed to have shifted as much as one-fifth of their spending toward each of three channels: online pure-play retailers, hard discounters, and club stores . Brands need to make sure that they are omni channel for consumers to access their products easily. Trust in media outlets has fallen due to access to too much information which tends to be more opinionated than factual. Even when you want to do your due diligence, it’s really difficult to figure out whether you’re reading something that’s authentic. This is an unexpected by-product of having information at our fingertips all the time. We have entered what the Ford trends report describes as a “tech spiral” in which people are also starting to see the downsides of always being connected to devices and a nonstop stream of information and entertainment. (The State of Fashion 2017) (Magni, Martinez, Motiwala, 2016) (Chahal, 2014)

The infographic by Marketing Week shows the main differences between the average Brit and American in terms of mindset towards love, finance or confidence. The Brits tend to be more careful with their money, unlike the Americans who are more frivolous with their spending which would give an advantage to Pretty Green when moving to the market. The Brits love to work on their home dĂŠcor, which could be a possibility of an extension for Pretty Green in the UK. The brand already offers homeware pieces however the brand can extend to a wider collection offering more than mugs or notebooks.

Americans tend to be more affected by emotional advertising which suggests advertising direction when launching in the US. Each year emotional advertising get huge exposure due to the personal connection made. The US is famous for the American dream which appeals to the ambitious and aspiring side of us. If Pretty Green appealed to the emotional side of the average American it can bring in more loyal consumers.

Macro Trends

Luxury Redefined

The Political Consumer

“Today, it’s really about understated luxury,” stated Jane Haynes for the Washington Post. Consumers are opting more for the subtle and sustainable fashion. With recent exposure on the fast fashion and unsustainability of brands, consumers are becoming more aware of what they buy and how it affects the environment. For this to be an advantage to Pretty Green, the brand has to consider this and provide sustainable fashion to its consumers especially if it’s to expand to the US market which has a much bigger population. (The Future 100 Trends And Change To Watch In 2017, J Walter Intelligence)

With political affairs such as Brexit and Trump, the everyday consumer has become more politically orientated. It’s hard for brands to not get involved in the conversations due to the widespread consumer awareness. Music goes alongside political distress which is a strong focus point for Pretty Green. One of the most recent events is the attack on Manchester during an Ariana Grande concert. The distress brought people together to be more caring, it was also followed by a concert called One Love which featured Liam Gallagher and many other celebrities coming together to spread love. (The Future 100 Trends And Change To Watch In 2017, J Walter Intelligence) 38

Micro Trends

Gender Neutral Products

Celebrity Merchandise

Gender fluidity has effected the macro environment and now is effecting the micro with gender neutral beauty products. Products such as makeup has been stereotyped to be a female market however in the past 5 years male MUAs (makeup artists) have broken that convention. The general trend could be applied to Pretty Green as it could be a possibility for a brand extension into the beauty/ skincare market creating products for males or females. Alternatively this trend could be applied to the retail aspect offering a brand stretch including gender neutral clothes. (The Future 100 Trends And Change To Watch In 2017, J Walter Intelligence)

According to the Independent, celebrity merch went mainstream in 2016. With BeyoncĂŠ launching a collection in Topshop, Ivy Park, other musicians are following the steps launching their merch to the masses. Pretty Green is heavily invested in the music culture therefore could be a retailer to provide a platform for musicians to sell their merch alongside Pretty Green. The collaborations could bring in huge amounts of consumers that wouldnâ&#x20AC;&#x2122;t normally be Pretty Green Consumers. (Khan, C, 2016)

Ansoff Matrix

Existing Market

Penetration/ Core Development

New Product Development

New Market

New Market Development

Diversification

Existing Products

New Products

• Possibility of incorporating a new brand extension eg. Ladieswear – open to a much wider audience eg rocker chicks, mods • Liam Gallagher stated he’d want to bring out a childrens line – mini mi, could potentially be successful but also it could educate the Gen Z about classic Rock & Roll • However it could backfire and Americans might just not be interested in PG style - always have to be in good health before doing a brand extension

• Strong references to British music - alienating to Americans ? • On the other hand, Americans love the British culture • Retro/vintage, thrift shops are very popular in the US • Can incorporate US music into the brand, use it as a promotional tool eg. Jimmy Hendrix, Woodstock • The ‘festival vibe’ would work well in the US as they hold various known worldwide festivals eg Coachella – PG are currently giving away a free festival survival kits.

NEW YORK Y PULSE AGENCY

In a survey by Y Pulse, “79% people said that they don’t have a specific favourite genre of music”. This could potentially effect Pretty Green if it’s to launch in the US as the brands essence is based around music. If the consumers aren’t as interested in it or don’t commit to a certain genre then it’s likely they won’t become loyal consumers of the brand. The essence is strongly based around the Mod culture but also Rock and Roll and consumer interest in this is key

INTERNAL BUSINESS REVIEW

Pen Portrait

A typical Pretty Green consumer is a male in his mid-20s. He plays guitar in a band inspired by The Who, one of his favourite bands. He lives in Manchester and music is a very big part of his life which is partly because of how he grew up. He lives with his parents and has a part time job. His disposable income goes on vinyls and quality clothing. His favourite shops are Paul Smith, Pretty Green and Fred Perry.

Product

Price

“Pretty Green provides simple, classic clothing with a modern twist." The brand has a Black label collection which features more tailored pieces, for example trousers and jackets, and is generally of high quality. It also has a Green label which sells more casual everyday pieces such as polo shirts, shorts or knitwear.

The price range for the brand varies according to product and collection. Our Black label can vary from £100 for hats to £500 for jackets. It offers classics which will last for life, such as the classic Mod parka. The Green collection however tends to be considerably cheaper to appeal to the everyday consumer and offer statement pieces at reasonable prices such as the paisley tshirts.

Place

Promotion

Pretty Green has the heart of Manchester. With Gallagher coming from there, the brand has strong ties with the city. The first store and headquarters however opened in Reading which is close to both London and the M4 corridor. We also have design team based in Nottingham.

Because the brand has a niche market, major advertising campaigns would lose the brand money and not be as effective. Instead the brand focuses on maintaining current customers through engagement such as emails, offers and social media. The brand also reaches out to the intended audience through music circles. For example, Pretty Green has sponsored articles in GQ about upcoming collections.

SWOT Strengths -Music orientated, loyal customers -High quality fabrics -Wide collection for men ranging from clothing to accessories to homeware

Weaknesses -Too British? -Doesn’t have the best marketing strategies, isn’t a widely known brand in the UK -No definitive target audience, too broad demographics? -Provides the basics, consumers that are trend orientated won’t want to shop there as often and could potentially go to competitors

Opportunities -Use of brand ambassadors eg Cara Delevigne, Alex Turner, The Haim -Reaching into the American music culture Threats -Orientated around British music, can alienate the Americans -Gallagher can be controversial – might not be understood by the Americans

-Judging the Swot, Pretty Green face a lot of challenges if they’re to enter the US market. Expansion to new markets requires the brand to be in good health at home. There are strengths in the brand for example its strong link to the music scene, which gives them a foothold into product innovation, campaigns and even consumers that are music savvy. -However, if it’s to launch in the US, it might come across as too British. The brand has strong links to the British Mod scene which American might not know about or resonate with. -To maximise it’s opportunities when going abroad, it should take on a brand ambassador, other than Gallagher, to promote the brand and its products. This way the Americans will see someone they know and can relate with therefore buy into the brand. -If the brand was to launch with Gallagher it could face the threat of him being too controversial and not relating to him. Gallagher has a specific British sense of humour which the US might not understand. Not having an ambassador can also alienate the US due to the type of music that the brand links itself with.

Market Entry Strategy

Store Prospects

Type

Since there are challenges that Pretty Green will face when launching into the US, it seems that for it to be a successful launch, the transition will have to be gradual rather than opening a flagship store as its first move. A concession as the first step would introduce the brand to various consumers and create interest for more product. This was the brand can monitor sales and judge whether thereâ&#x20AC;&#x2122;s enough footfall to open a store. Bloomingdales, Macyâ&#x20AC;&#x2122;s and Nordstrom are some example of the department stores in the US which can potentially open one of the Pretty Green concessions.

Location Launching in the US is a very hard process and the location where the store will be located is key here. Launching in the wrong area would mean that the brand isn’t approaching the right customers and could minimise the potentials of its success in the US. If the target audience isn’t there to buy the products then who’s going to buy into the brand?

For the purpose of this report, Pretty Green will launch in New York as it offers different types of locations, exposure to huge clientele and possibilities for success. Specifically the concession will be located in the Soho zone. The department store Bloomingdale is located within this zone and has a â&#x20AC;&#x153;reputation for 57 quality, creativity and uniquenessâ&#x20AC;?.

In Store Environment The interior of the concession, and shop in the future, will have similar aesthetic as the UK stores have. We want the space to look like a section of a rock stars home. The layout will also reflect the high quality of product through neatly folded t-shirts to finger spacing hangers. The emphasis of Britishness could also benefit the bran here for example having a British flag could create some intrigue about the brand.

Challenges to Face -Competitors stance in the US market. Competition have had more experience with the American consumer therefore know better how to attract them. Pretty Green will have to make sure that it offers something different to its competition to maintain profit and stand out. -At risk if just launching with a menswear collection. Due to being a niche brand, not having other collections alongside their menswear one could aim at a too small market therefore wonâ&#x20AC;&#x2122;t maximise the potential of the brand. -Brand could come across as too British. With the strong links to the British music culture (mods & rockers), the American consumer might not relate to this. Pretty Green will have to consider this and balance the heritage with innovation to be inclusive to a range of consumers. -With the strong link to Liam Gallagher and Oasis, the consumers link them to the Pretty Green Brand. Unfortunately, Oasis werenâ&#x20AC;&#x2122;t as big in the US as they were in the UK, therefore the success of Pretty Green is at risk with Liam Gallagher being the current brand ambassador. (Westbrook, 2011)

Overcoming Challenges Strategy

Brand Ambassadors

Harry Styles The millennial famous Pop star, known for his One Direction days has recently shifted his look to a more rock inspired one. This style would be perfect to represent the Pretty Green brand, it would give publicity to the singer but also the brand. Styles could introduce our paisley pattern shirts to his everyday style as spotted in the recent Carpool Karaoke on the Late Late Night Show, wearing a floral shirt.

Alex Turner

Famous for his indie band, Arctic monkeys, Alex Turner’ style pulls inspirations from the classic Rockers. Although Pretty Greens’ look focuses more on the Mods, using Turner gives way for a further Mods vs Rockers collection which it’s done already. His look also tends to lean on the vintage side which could be an advantage for the brand.

Brand Extension Womenswear One of the challenges when entering a new market is having the right product for the consumers youâ&#x20AC;&#x2122;re targeting. With Pretty Green only having a menswear collection they wouldnâ&#x20AC;&#x2122;t be maximising their potential in a new market where more than half the population is female. In secondary research, we found the blogger Melrose Suggesting styling tips for the modern Mod chick. The trend present in the menswear collection could be applied to womenswear and create a modern twist on the trend which could potentially bring in huge crowds especially with the vintage trend being so popular among the women demographic. Alternatively, the rocker trend could be applied here, especially since the trend is more popular now amongst women that buy into band tshirts and the leather look.

“Launching in the US would only work if expanding into Womenswear or Kidswear.” -Sales Assistant in Nottingham store

At this stage, we considered potential celebrities that would suit the Mod or Rocker style that the brand follows and thought of Cara Delevingne. Her style is on the rocker chick side and would potentially suit the brands’ theme. A collaboration with Delevingne could bring in younger consumers as she’s famous among that demographic for her modelling but also acting career. Delevingne could work alongside Pretty Green to create her capsule wardrobe which has been mentioned by Gallagher previously. Liam Gallagher has previously stated that he would want to create a womenswear capsule wardrobe and working alongside a celebrity could be an advantage to Pretty Green.

Conclusion Judging the current retail market in the UK and the US, Pretty Green will face many challenges if itâ&#x20AC;&#x2122;s to successfully launch in the US. The heritage strong British brand could potentially alienate American consumers with their lack of understanding the music culture. To avoid that Pretty Green might have to expand their music genre to something more mainstream, for example rap as seen on the brandâ&#x20AC;&#x2122;s Instagram, rapper Skepta is spotted wearing a PG jacket. On the other hand the brand still has to stay true to its essence and balance that with innovation. The nicheness of the brand can provide something different to the market. Nonetheless global brands have to consider micro and macro trends and adjust their strategy according to them for example the luxury market being redefined to stand for sustainability. This can be easily applied to the brand through openness of strategy and aims.

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List of Illustrations

[Pseud.] Howaysis, 2010. Oasis clothing errmm well Liam Gallagher Clothing! Howaysis [blog], 19 August. Available at: http://www.howaysis.co.uk/ main/2010/08/19/oasis-clothing-errmm-well-liam-gallagher-clothing/ [Accessed 6 May 2017]

Unknown, 2017. Pretty Green Website. Pretty Green Limited. Available at: https://www.prettygreen.com/ [Accessed 6 May 2017]

sports_

[Pseud.] kickbacksports_outlet, 2016. Pretty Green Gents Mens Sefton Paisley Polo Shirt Top Short Sleeve Print [online]. Ebay: kickbackoutlet. Available at: http://www.ebay.co.uk/itm/Pretty-Green-Gents-Mens-Sefton-Paisley-Polo-Shirt-Top-Short-SleevePrint-/201593899135 [Accessed 18 May 2017]

Unknown, 2017. ” A colorful and happy vintage paisley shirt representing PRETTY GREEN is the original work of an in-house designer!”. PG_Sapporoparco [Twitter Image]. Available at: https://twitter.com/i/web/status/853842914564161537 [Accessed 6 June 2017]

Unknown, Unknown. Pretty Green: Mens Multicoloured Short Sleeve Paisley Shirt [online]. Masdings. Available at: http://www.masdings.com/item/ pretty-green/short-sleeve-paisley-shirt/H55H#.WTj8y2jytPY [Accessed 20 May 2017]

Unknown, Unknown. PRETTY GREEN Turner Paisley Collar Polo Shirt in Black [online]. Shopify: Cactws. Available at: https://www.cactws.co.uk/products/ pretty-green-turner-paisley-polo-shirt-black-gsxg43298587-black [Accessed 3 June 2017]

Unknown, 2017. SPRING ‘17 [online]. Pretty Green Website. Available at: https://www.prettygreen.com/news/2017/1/25/spring-summer-17-541/ [Accessed 8 May 2017] Unknown, 2017. FREE SPRING ‘17 LOOKBOOK [online]. Pretty Green Website. Available at: https://www.prettygreen.com/news/2017/1/25/free-lookbook-with-every-order-from-spring-summer-2017-collection-539/ [Accessed 8 May 2017]

Unknown, 2017. THE PARKA: STYLE OR UTILITY [online]. Pretty Green Website. Available at: https://www.prettygreen.com/news/2016/10/23/ parka-style-or-utility-337/ [Accessed 6 May 2017]

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Unknown, Unknown. PRETTY GREEN NAVY BLUE HOODED FESTIVAL JACKET [online]. The Brown Bag. Available at: http://www.bbclothing.co.uk/en-gb/ pretty-green-navy-blue-hooded-festival-jacket-pg5elxg40907826nv.html [Accessed 21 May 2017]

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Apendix Online Survey Results

Consumer Interview Transcript 1. When did you discover the brand Pretty Green? -2012 2. What drew you to the brand? -Liam â&#x20AC;&#x201C; fan of oasis -popular in Manchester 3. What garments do you usually buy from Pretty Green? - T-shirts and polos have one jacket 4. Do you think the pricing is good? -Too expensive for what it is 5. What do you think of the packaging? -smart, different, 6. What words come to mind when you think of the brand? -OASIS, home , Man city, cool 7. What artist would you say would be an appropriate brand representative? -Alex Turner , Miles Kane,

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