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Executive Summar y
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Inrtoduction
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Market & Industr y Research The Marketing Environment
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Macro & Competitive
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Micro Environment
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Internal
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Brand Analysis & Objectives
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Communication Strategies
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Conclusion
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Appendix Image List
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Bibliography
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In this repor t I aim to analyse the developing market o f f e r i n g s u s t a i n a b l e e y e w e a r, a l o n g s i d e t h e m a r k e t i n g s t r a t e g i e s o f e y e w e a r b r a n d D i c k M o b y. C o m p r e h e n s i v e i n v e s t i g a t i o n s w i l l e n a b l e a n i n - d e p t h S W OT a n a l y s i s , which will be carried out with a subsequent PEST analysis derived from the strategic analysis. Through exploring Dick Moby using the Micro-Macro Marketing Environment, considering their main competitor and researching techniques, a promotion plan implementing a fashion film for the brand has been recommended.
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Dick Moby is a designer eyewear brand based in Amsterdam, operating i n t e r n a t i o n a l l y. Fo u n d e d b y T i m a n d R o b e r t , t w o c r e a t i v e s s h a r i n g a p a s s i o n f o r s u r f i n g , s a i l i n g , a n d s u s t a i n a b l e q u a l i t y. T h e p a i r m e t whilst studying in Amsterdam; years later Dick Moby was realised a f t e r t h e i d e a w a s b o r n o n a s u r f t r i p. T h e c o m p a n y w a s s t a r t e d t o address the rising issue of plastic pollution in the oceans in a positive w a y, h a v i n g e x p e r i e n c e d t h e p o l l u t i o n f i r s t h a n d . T h e c o m p a n y i s f o c u s s e d o n b o t h q u a l i t y a n d s u s t a i n a b i l i t y, w i t h b a c k g r o u n d s in graphic design and fashion. Their mission is utilised through sustainable biodegradable acetate, recycled plastic, cer tified Zeiss lenses and rec ycled cardboard pack aging. The pair star ted with mood boards exploring what exactly they wanted to create, with their first collection truly encompassing who they wanted to be as a brand. Their aesthetical aims were classic and timeless, many drawings later they had a variety of cardboard d e s i g n s t h e y t r i e d o n a r a n g e o f p e o p l e’s f a c e s . A f t e r s c a l i n g d o w n , a freelance designer finalised the ergonomics of the designs, and they went on to choose colours, finishing touches and lenses. There are 6 shapes that remain consistent throughout the sunglasses collections and another 5 shapes featured in the optical lookbook, all named after airpor t codes from around the world. All of their glasses are made out of M49, a sustainable bio-acetate alongside their recycled pack aging. Reluctant to create throw-away pack aging, their boxes are made up of a thick sturdy recycled cardboard with a soft inside and a magnetic seal, so that it can double up as a protective hard case.
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Manifesto P l a s t i c i s g r e a t , s e r i o u s l y ! B u t h o l d y o u r w a t e r ; w e’r e n o t a f a n o f p l a s t i c p o l l u t i o n . We’r e j u s t s s a y i n g n o t a l l p l a s t i c w a s t e i s b a d . Ye s , t h e b i t t e r t r u t h h a s a s w e e t s p o t . We c a l l i t :
We a r e D i c k M o b y. We m a k e s u s t a i n a b l e e y e w e a r f r o m p l a s t i c . A n d a s o u r n a m e p o i n t s o u t w e l i k e t o s h a k e t h i n g s u p a b i t . We l i k e t o u s e a m d r e u s e p l a s t i c w i t h o u t c r e a t i n g m o r e w a s t e i n t h e p r o c e s s . To h e l p m a k e h e w o r l d a b e t t e r p l a c e . To p u t a s m i l e o n y o u r f a c e . B u t a b o v e a l l t o m a k e y o u r e a l i s e , t h e r e’s a s u n n y s i d e o f p l a s t i c .
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MARKET & RESEARCH:
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Through the Macro-Micro diagram we are able to identify the layers of business, some of which a brand has control o v e r, a n d o t h e r s t h e y d o n o t . T h e M a c r o l a y e r i s e x t e r n a l c o n d i t i o n s , a n d c a n n o t b e i m p a c t e d b y t h e b r a n d , a s i t i s a Fa r E n v i r o n m e n t s u c h a s t h e e c o n o m y, g o v e r n m e n t a n d c u l t u r e , i t c a n o n l y b e r e s p o n d e d t o. T h e c o m p e t i t o r, s u b s t i t u t e s and anything else the consumer spends their money on c a n b e f o u n d i n t h e C o m p e t i t i v e l a y e r, w h i c h i s t h e N e a r Environment and therefore influences the brand. The Micro l a y e r w o u l d b e e n d u s e r o r c o n s u m e r, w i t h t h e b r a n d i t s e l f found within the Internal Environment.
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M a c r o - M i c r o E n v i r o n m e n t a l Fo r c e s D i a g r a m Example
Technology
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Fo r D i c k M o b y, t h e m a i n i n f l u e n c e s t h r o u g h t h e m a c r o a n d c o m p e t i t i v e l a y e r s a r e likely to source from economic climates, with potential for consumers to buy less or be put off by high prices. As they are a quality sustainable brand, this could be used to their advantage following the motto of “buy less, choose well� through promoting that their high quality and sustainable aspects are a wor thy investment over cheap b a d q u a l i t y p r o d u c t s t h a t w i l l h a r m t h e e n v i r o n m e n t . D i c k M o b y ’s t a r g e t m a r k e t i s fashion and sustainability conscious and enjoys innovating their style, with quality being a key factor to pricing. If their consumers believe that what they are paying is f a i r, t h e y a r e l i k e l y t o r e m a i n l o y a l t o t h e b r a n d w h e n n e w p r o d u c t s a r e r e l e a s e d . I t i s impor tant to be aware of how competitors price similar products, to be a viable market contender for customers, whilst also ensuring that an appropriate profit margin is being achieved from each product that is sold. After marking up the product, the company must consider if the customer will buy into the brand at that price, ensuring to emphasise the product over the price.
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H a v i n g i d e n t i f i e d a f e w c o m p e t i t o r s f o r D i c k M o b y, t h e y a r e a l l s u s t a i n a b l e e y e w e a r b r a n d s t h a t o p e r a t e i n t e r n a t i o n a l l y. T h e f i n a l c h o i c e s a r e P r o o f E y e w e a r, G r o w n E y e w e a r, S w e l l V i s i o n , Pa n d a E y e w e a r, H o l l o w a y, H a n K j o b e n h a v n , R a e n a n d R e t r o S u p e r Fu t u r e . T h r o u g h t h i s s e l e c t i o n I h a v e p i c k e d R a e n , a S o u t h e r n C a l i f o r n i a n b a s e d o p t i c a l b r a n d a s t h e m a i n c o m p e t i t o r, t h e y h a v e a s i m i l a r t a r g e t m a r k e t , a e s t h e t i c s and price points with their sunglasses ranging from $110-235. Currently they have 37 videos on their vimeo page, but not a conceptual fashion film, they are all lifestyle based incorporating the eyewear from 0.15 to 2 minutes long.
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“RAEN is a classicsd r i v e n , b o u t i q u e eyewear brand. We are designers inspired by our own adventures a n d d e t e r m i n e d t o create only authentic, innovative optics that offer intrinsic value a n d t i m e l e s s s t y l e .�
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High quality range of products Strong brand aesthetics Excellent customer interface and response through social media, including: Facebook, Instagram, Twitter and Pinterest Videos on Vimeo Ecommerce website
No “About� page on website Some negative feedback regarding customer service Unable to find Manifesto and Corporate Social Responsibility on website
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More information on brand online 365 days of summer competition campaign Collaboration with surfers, designers, artists Global stockists
Difficult to find brand information online Negative feedback left on social media Competitors with lower price point
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• A g e 2 5 - 3 5 • Attributions: Fashion Leader/I nnovator, I ntelligent, E n v i r o n m e n t a l l y, Fr i e n d l y • A d v e n t u r o u s • S t y l e : C a s u a l , Fu n , S o p h i s t i c a t e d , L a i d B a c k , Q u i r k y • S h o p s a t : H i g h E n d R e t a i l e r s , B o u t i q u e S t o r e s , S u s t a i n a b l e D e s i g n e r s • I n t e r e s t s : T h e O u t d o o r s , Tr a v e l , M u s i c , S o c i a l i s i n g , R e a d i n g , Fi l m s , Spor ts, Shopping • L o o k s f o r : Q u a l i t y, S u s t a i n a b i l i t y, O n -Tr e n d , U n i q u e
They are a young free spirited outgoing person. Aged 25-35 their style is laid back and effor tless, fit for each day of their lives. They spend their w e e k d a y s d o i n g t h e w o r k t h e y l o v e , p o w e r e d b y l a u g h t e r, c o f f e e s a n d m u s i c . At the weekends they thrive, the outdoors is their playground, whether an urban jungle or the beaches of paradise. Their income allows for considered spending on items they carefully select, whether a sur fboard, the jacket they have been eyeing up for a while, or a new pair of sustainable sunglasses. Keen t o b e u n i q u e a n d e x p r e s s i v e , t h e y w e a r a s e l e c t i o n o f d e s i g n e r, s u s t a i n a b l e a n d h i g h - e n d h i g h s t r e e t c l o t h e s t o c o m p l i m e n t t h e i r q u i r k y p e r s o n a l i t y.
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Fo r t h e i n t e r n a l e n v i r o n m e n t I h a v e c o n d u c t e d a S W OT a n a l y s i s , i n o r d e r t o r e c o g n i s e h o w the brand is emulating through the current market, and a PEST analysis to consider their approaches.
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Sustainable Products Strong Product, carefully crafted & high quality Modern up to date website Lookbooks online Strong consistent brand identity: aesthetics and colour palette Collaborations Vast range of stockists internationally 10% of revenue goes towards the Surfrider Foundation, to create awareness to prevent plastic pollution Social Media accounts: Facebook, Twitter, Instagram and Pinterest
High price point making them exclusive to those who can afford the product Shipping from Italy Do not currently own a brand store Manifesto is not directly clear on how they use plastic sustainably
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Creating a technique to create the same high quality sunglasses with recycled plastic Finding new partners to innovate recycling and bio-materials Growth in popularity allowing leverage for suppliers and expanding markets Further work with the Surfrider Foundation Collaborations
Creating more plastic products has the potential to create waste despite being more sustainable Economic crash causing a loss of sales Losing focus on the mission for sustainable quality and falling back with the latter
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Increase of income tax of consumers may affect sales, as sunglasses are not essential to everyday use If Britain leaves the EU, laws and regulations are likely to change; over the past years it has grown into a single market, allowing goods and people to move around unrestricted. The risks associated with legislation change can have a positive or negative effect on the brand, and/ or restrict trade of products or places that can restrict ability to trade. Shipping and air traffic laws, will affect how the company distributes their products.
The British Chambers of Commerce has upgraded its GDP growth forecast from 2.6% to 2.7% in 2015, from 2.4% to 2.6% in 2016, introducing the 2017 forecast as 2.6%, resulting in stronger than expected growth in household consumption and services. The UK business investment is expected to grow 7.2% in 2016 and 7.4% in 2017. Fluctuating Exchange rates without a fixed contract, small shifts could create large impacts.
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Rising concern for sustainability Growing health concerns related to non-UV protective sunglasses In 2013 74% of households claimed to recycle all the time
In 2013 95% of 25-34 year olds shopped online Potential to buy through apps Social media for marketing Online marketing service
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B R A N D A N A LY S I S & OBJECTIVES
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D i c k M o b y, h a v e a s t r o n g o n l i n e p r e s e n c e w i t h a c o h e r e n t We b s i t e t h a t adheres to the target market. The opening page of the website takes you t o t h e i r h o m e s c r e e n w h i c h i n c l u d e s d r o p d o w n m e n u s f o r “A b o u t U s ” “Collections” along side
“ H o m e” a n d “ Fi n d s t o r e” b u t t o n s . O n t h e h o m e
screen a carousel banner swaps between a promo image for their new optical r a n g e , t h e i r c o l l a b o r a t i o n w i t h C o l e t t e a n d t h e i r r e c e n t f i l m “A L i t t l e S t o r y ” which show cases how their glasses are made. Scrolling down takes you to t h e i r m a n i f e s t o, a s h o r t a n d s w e e t i n t r o d u c t i o n t o t h e i r b r a n d e t h o s “ t h e s u n n y s i d e o f p l a s t i c ”. T h r o u g h T h e C o l l e c t i o n d r o p d o w n m e n u , y o u a r e a b l e to navigate through their sunglasses collections, with the option to click on par ticular products, allowing you to view more product details and images, add to your shopping car t. The brand also provides lookbooks; which can be viewed through this section, for both their sunglasses and optical ranges. C l i c k i n g o n Fi n d S t o r e , w i l l t a k e y o u t o s t o r e a d d r e s s e s f o r t h e i r s t o c k i s t s ; individual stores that are situated across Europe and the USA.
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Their current promotions through their website focus on the banners in the carousel, being their most up to date aspects of the brand. At the bottom of t h e h o m e p a g e a r e t h e i r s o c i a l m e d i a b a d g e s f o r Fa c e b o o k , Tw i t t e r, I n s t a g r a m and Pinterest where the brand connects with the consumers. Their social media accounts have been used to promote their products whilst relaying and informing their brand identity through found images and videos that r e l a t e t o t h e i r e t h o s a n d t h e i r t a r g e t c o n s u m e r.
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Dick Moby create Sunglasses and Optical glasses; after originally attempting to make their glasses out of recycled plastic, they became aware that the quality of the product would be compromised; eagerly they looked for another sustainable alternative, which led them to M49. All of their glasses are made out M49, an innovative bio-acetate produced from renewable resources, unlike regular acetate which is oil based making it difficult to break down and unsustainable.
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Sunglasses range from €155 up to €175, with shipping €5, this translates to around £120-£130. Through websites of a few of the UK based stores such as LN- CC the glasses range from £110, with prices at Present London star ting at £135. The optical range is only available through opticians, therefore the price is not available online but we can assume it will have a similar star ting price and var y depending on opticians lens prescriptions. Their price point puts them in the Designer range which is typically £70 and upwards.
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The brand primarily communicate through their social media accounts to promote to their consumers, whilst product updates are launched through the website. Originally on social media the brand had a presence a n d d i a l o g u e w i t h t h e i r c o n s u m e r s w i t h Fa c e b o o k claiming over 3000 likes and almost 3000 followers o n I n s t a g r a m . Tw i t t e r o n l y h a s 1 6 4 f o l l o w e r s , a n d Pinterest at 56, however these networks may be c o n s i d e r e d t h e l e a s t i m p o r t a n t o f t h e 4 . Fa c e b o o k a n d Tw i t t e r h a v e n o t b e e n u p d a t e d s i n c e N o v e m b e r 2015 after which they received their dolphin award at C a n n e s f o r t h e i r “A l i t t l e s t o r y � f i l m . P i n t e r e s t c o n t a i n s 8 mood-boards relating to their brand aesthetics and par ticular collections, this has not been added to for over 25 weeks, however it works well at por traying the b r a n d v i s u a l l y. I n s t a g r a m h a s b e e n k e p t u p t o d a t e , with regular postings ever y month keeping consumers engaged with their products.
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As a result of this repor t, it would be recommended that Dick Moby utilise their aesthetics through the completion of a fashion film, which can be broadcast on their website, vimeo and social media accounts. The film may attract new attention through maintaining the brand ethos, whilst venturing down a new route of promotion. The film m a y a l s o s i t w e l l i n s o m e o f t h e s t o r e s t h a t t h e y s u p p l y, if the stores are fitted with screens, it may create added interest to both the store and the brand. As the film will be quite conceptual it will reach fur ther than their current audiences, and give them a step up to be considered also as a fashion brand, as specific fashion films are something that t h e i r c o m p e t i t o r a l s o l a c k s . We c a n a l s o c o n c l u d e t h a t t h e i r Fa c e b o o k a n d Tw i t t e r n e e d t o b e u p d a t e d m o r e r e g u l a r l y, a s this will re -engage with their audience. Giving consumers the opportunity to connect and comment on what the brand are doing will make their experiences with the brand more personal, and they will feel more involved with current or future campaigns and events. Social networks are also ver y efficient for spreading information far and quickly ; this will remain useful for updates on collaborations and new products. If the promotion strategy is implemented as outlined in this marketing repor t, the audience will become wider and the brand more well known, with a more creative outlook on the market.
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Appendix Image List Pa g e n u m b e r : 4.
A n o n , ( 2 0 1 6 ) . [ i m a g e ] A v a i l a b l e a t : h t t p : / / w w w. m r s m o k u m . c o m / w p - c o n t e n t / u p -
l o a d s / 2 0 1 5 / 0 4 / 1 0 0 7 5 4 7 . j p g [ A c c e s s e d 9 Fe b. 2 0 1 6 ] .
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A n o n , ( 2 0 1 6 ) . [ i m a g e ] A v a i l a b l e a t : h t t p s : / / w w w. g o o g l e . c o. u k / s e a r c h ? a s _ s t = y & t -
bm=isch&hl=en&as_q=dick+moby&as_epq=&as_oq=&as_eq=&cr=&as_site search=&safe=images&tbs=isz:l#q=dick+moby+manifesto&as_st=y&hl=en&tbs=isz:m&tb m = i s c h & i m g r c = L 5 r q _ h G 5 u _ x u I M % 3 A [ A c c e s s e d 9 Fe b. 2 0 1 6 ] .
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A n o n , ( 2 0 1 6 ) . [ i m a g e ] A v a i l a b l e a t : h t t p s : / / k e e p i n g i n v e n t o r y. f i l e s . w o r d p r e s s .
c o m / 2 0 1 4 / 0 7 / p h o t o - 9 . j p g [ A c c e s s e d 9 Fe b. 2 0 1 6 ] .
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A n o n , ( 2 0 1 6 ) . [ i m a g e ] A v a i l a b l e a t : h t t p s : / / k e e p i n g i n v e n t o r y. f i l e s . w o r d p r e s s . c o m / 2 0 1 4 / 0 7 / p h o t o - 9 . j p g [ A c c e s s e d 9 Fe b. 2 0 1 6 ] . D i c k M o b y S u n g l a s s e s . ( 2 0 1 6 ) . [ i m a g e ] A v a i l a b l e a t : h t t p : / / w w w. s u r f r i d e r. e u / w p - c o n t e n t / u p l o a d s / 2 0 1 4 / 0 3 / Tu r t o i s e - e 1 3 9 4 5 2 7 5 0 6 7 1 8 . j p g [ A c c e s s e d 9 Fe b. 2 0 1 6 ] .
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Anon, (2016). [image] Available at: http://media.virbcdn.com/cdn_images/re -
s i z e _ 1 6 0 0 x 1 6 0 0 / 3 d / d 4 9 d 0 f 6 d 8 b 7 2 b d 1 8 - C T _ R O O F _ D AY _ 1 - 1 5 8 _ C L A R K E _ TO LTO N . j p g [ A c c e s s e d 9 Fe b. 2 0 1 6 ] .
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A n o n , ( 2 0 1 6 ) . [ i m a g e ] A v a i l a b l e a t : h t t p s : / / w w w. g o o g l e . c o. u k / s e a r c h ? a s _
st=y&tbm=isch&hl=en&as_q=dick+moby&as_epq=&as_oq=&as_eq=&cr=&as_site search=&safe=images&tbs=isz:l#as_st=y&hl=en&tbs=isz:l&tbm=isch&q=raen&imgrc=Uc4 J 4 3 4 c C Z o u q M % 3 A [ A c c e s s e d 9 Fe b. 2 0 1 6 ] .
15.Consumer Profile images: A n o n , ( 2 0 1 6 ) . [ i m a g e ] A v a i l a b l e a t : h t t p : / / w w w. u f u n k . n e t / w p - c o n t e n t / u p l o a d s / 2 0 1 3 / 0 7 / C r a y o l a -T h e o r y - 1 . j p g [ A c c e s s e d 2 Fe b. 2 0 1 6 ] . A n o n , ( 2 0 1 6 ) . [ i m a g e ] A v a i l a b l e a t : h t t p : / / w o o s h w o o s h . t u m b l r. c o m / p o s t / 4 7 1 3 1 4 7 8 8 7 0 [ A c c e s s e d 2 Fe b. 2 0 1 6 ] . A n o n , ( 2 0 1 6 ) . [ i m a g e ] A v a i l a b l e a t : h t t p : / / t y l e r s p a n g l e r. c o m / p o s t / 8 6 9 2 0 5 5 3 2 6 0 / t y l e r s p a n g l e r - g r a p h i c - d e s i g n [ A c c e s s e d 2 Fe b. 2 0 1 6 ] . Anon, (2016). [image] Available at: https://uk .pinterest.com/pin/499758889880231564/ [ A c c e s s e d 2 Fe b. 2 0 1 6 ] . A n o n , ( 2 0 1 6 ) . [ i m a g e ] A v a i l a b l e a t : h t t p : / / i 0 . w p. c o m / w w w. t h e a r t f u l d e s p e r a d o. c o m / w p c o n t e n t / u p l o a d s / 2 0 1 3 / 0 7 / T h e - p e r f e c t - p i n a - c o l a d a - p o p s i c l e s . j p g [ A c c e s s e d 2 Fe b. 2 0 1 6 ] . Anon, (2016). [image] Available at: http://stijlmeisje.com/wp - content/uploads/2015/08/ b r i l - 2 . j p g [ A c c e s s e d 2 Fe b. 2 0 1 6 ] .
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A n o n , ( 2 0 1 6 ) . [ i m a g e ] A v a i l a b l e a t : h t t p s : / / c d n . s h o p i f y. c o m / s / f i l e s / 1 / 0 2 8 9 / 3 6 9 2 / f i l e s / 0 1 . j p g [ A c c e s s e d 2 Fe b. 2 0 1 6 ] . Anon,
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h t t p : / / d u t c h d e s i g n d a i l y. c o m / w p - c o n t e n t /
u p l o a d s / 2 0 1 5 / 0 4 / D i c k - M o b y - d u o - 0 1 . j p g [ A c c e s s e d 2 Fe b. 2 0 1 6 ] . Anon, (2016). [image] Available at: https://uk .pinterest.com/pin/551057704382782929/ [ A c c e s s e d 2 Fe b. 2 0 1 6 ] . Anon, (2016). [image] Available at: https://uk .pinterest.com/pin/551057704382811563/ [ A c c e s s e d 2 Fe b. 2 0 1 6 ] . Anon,
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p h o t o / 5 1 2 6 1 7 / 4 7 / c o m m e - u n e - e n v i e - d e - v a c a n c e s [ A c c e s s e d 2 Fe b. 2 0 1 6 ] . Anon, (2016). [image] Available at: https://uk .pinterest.com/pin/551057704382595717/ [ A c c e s s e d 2 Fe b. 2 0 1 6 ] . Anon,
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[ A c c e s s e d 2 Fe b. 2 0 1 6 ] . Anon, (2016). [image] Available at: http://thesetingstaketime.com/post/22401238031/ j u m p - u p - t g i f - f r o m - c y p r e s s - g a r d e n s - v i a - w h a t [ A c c e s s e d 2 Fe b. 2 0 1 6 ] . Anon, (2016). [image] Available at: Anon, (2016). [image] Available at: https://uk .pinterest. c o m / p i n / 5 5 1 0 5 7 7 0 4 3 8 2 8 1 1 5 6 3 / [ A c c e s s e d 2 Fe b. 2 0 1 6 ] . [ A c c e s s e d 2 Fe b. 2 0 1 6 ] . Anon,
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p o s t / 5 8 4 4 1 5 9 8 7 4 1 [ A c c e s s e d 2 Fe b. 2 0 1 6 ] .
21.
A n o n , ( 2 0 1 6 ) . [ i m a g e ] A v a i l a b l e a t : h t t p : / / w w w. d i c k - m o b y. c o m / [ A c c e s s e d 9 Fe b.
2016]. A n o n , ( 2 0 1 6 ) . [ o n l i n e ] A v a i l a b l e a t : A n o n , ( 2 0 1 6 ) . [ i m a g e ] A v a i l a b l e a t : h t t p : / / w w w. d i c k - m o b y. c o m / [ A c c e s s e d 9 Fe b. 2 0 1 6 ] . [ A c c e s s e d 9 Fe b. 2 0 1 6 ] .
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A n o n , ( 2 0 1 6 ) . [ i m a g e ] A v a i l a b l e a t : h t t p s : / / k e e p i n g i n v e n t o r y. f i l e s . w o r d p r e s s .
c o m / 2 0 1 4 / 0 7 / p h o t o - 1 0 1 . j p g [ A c c e s s e d 9 Fe b. 2 0 1 6 ] .
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Elissa Flynn d i g i t a l m a r k e t i n g p r o j e c t . t u m b l r. c o m