YOUR ACCESSORIZE
BOX
Elishia Williams
CONTENTS
Monsoon, Accessorize Background
Current marketing technique of retailer
Swot Analysis
Market research
About the target consumer
About ‘Your Accessorize Box’
Plan for the next 12 months
Conclusion
BACKGROUND • Monsoon was founded in 1973. • Focus has always been on unusual clothing from ethnic origins. •Monsoon has 600 stores worldwide. • From Monsoon Accessorize evolved in the 1984’s. • Now has 240 stores worldwide.
MONSOON AND ACCESSORIZE’S
CURRENT
MARKETING TECHNIQUES?
Social media, magazines, newsletters, discount’s reward card, online store.
SWOT ANALYSIS Strengths
Values and Ethics, believe in a sustainable future. Maintain company ethos, Fairtrade. Satisfying loyal customer, who buy because of the ethos.
Weaknesses
Lack of advertising in the media, eg, TV, Radio. Gap in the market with no Iphone app, Andriod. Store locations.
Opportunities
Technology, and through media. Iphone app, Andriod. Exclusive designer range, eg collaborations.
Threats
Economical, unemployment means less luxury. Retail price increases to maintain sustainable costs.
COMPETITOR’S
MARKETING TECHNIQUES
Biggest competitor - Next is also active with social media. Catalogues. Iphone App. Many different niches, Women, men, children, home. Have more store’s nationwide.
TARGET CONSUMER
Focus group was constructed of 6 females aged between 27-38 years of age. Fall into Acorn classification H. Married, young families, employed, home owners ‘comfortably off’. Shop in Monsoon regularly, aswell as Next, Zara, Karen Millen.
FINDINGS FROM FOCUS GROUP
Subscription accessories box fun, and interesting. Every 2 months was most favourable. Price range between £15-£20, appropriate to retailer. Exclusive promotions, for rewards card owners.
MARKET RESEARCH 4 3.5 3 2.5 2 1.5 1 0.5 0
Every month
Every 2 months
Every 3months
Every 4 months
WHAT IS THE NEW
MARKETING PLAN?
Your Accessorize Box
For £14.95 +£2.99 p+p
CONCEPT
Receive ‘Your Accessorize Box’ once you’ve subscribed.
What will be inside , will be determined by season, celeb trends, fashion trends.
Will receive promotional information, discounts, in store events etc.
Receive extra gift on birthday.
WHAT’S THE PLAN o o o o o o
FOR THE NEXT
Poster’s in store Social Media Sent in newsletter, emails. At till point Direct Marketing, leaflets. Website to sign up, in store.
12
MONTHS?
Any Questions?
Thank you for listening.