The girls .
Issue 01. MELODY AAMIRAH PATEL ABBEY BARLOW AMY WRAY REBECCA WILLIAMS ELIZABET YORDANOVA
THE GIRLS DEC 2018
CLIENT BRIEF RATIONALE MARKET RESE TARGET CONS CURRENT MA EMERGING M COMPETITOR BRAND DIFFE BRAND POSIT COMMUNICAT BRAND IDENT BRAND RE-PO CONSUMER E ADVERTISING BRAND COLL CAMPAIGN IM TARGET CONS REFERENCES BIBLIOGRAPH APPENDICES
ENTS
F PITCH
EARCH SUMER ARKET DATA ARKETS ANALYSIS ERENTIATION STRATEGY TIONING TION STRATEGY TITY OSITIONING NGAGEMENT G CONCEPT ABORATION MAGES SUMER
HY
CONT
CLIENT BRIEF PITCH
Melody
range of clothing they provide to attract more
Communication Strategy
initially contacted them via email,
customers, as well as increasing the shop floor
concept for the brand as if they were going to do
although after no response we decided to give them
space upstairs to give them that extra room they
a collaboration with
a phone call where we explained why we wanted to
would need to achieve this.
said would be her dream to collaborate with as she
work alongside them and what our work entailed.
began
After
Our
search
for
Couture. We
a
client
ended
with
working
on
a
Melody
newer
have recently
more
modernised
thinks
were going to design a
Rihanna; as this is who Earum
Melody’s clothing would look great on her.
a few emails back and forth, we decided on
website, with the hopes that it will make customers
We’re also going to create a concept that Melody
an initial meeting date, and from then we emailed
more likely to purchase their clothing online;
was to do a
and organised several other meetings where we
due to the website being easier to navigate it will
and a local
could communicate to each other what information
allow even novice users to use the site with ease.
are two other things we believe would promote
For is local
Sheffield
based fashion
brand, which is situated in the city centre on
Moore. The
The
brand has been around for almost
with a beauty brand
Sheffield based artist/ Designer; these
melody and attract more people to the shop.
we needed and what work we were carrying out.
Melody Couture
Collaboration
the
Communication Strategy
area of the
As
part of our aim to boost
Melody Couture’s
module we have discussed with our client what we
advertising,
are going to do over a few face to face meetings;
campaign methods.
both in and out of the store.
Instagram, Snapchat, Facebook and on billboards.
Keeping
in mind the
we
are
going
These
to
mock
up
some
will be viewed via email,
years, with it initially starting out as a market
requirements of the project, we are going to
By
store, then expanding to a physical store on
produce a clear well-structured brand identity
consumers and gaining the brand more exposure.
West Street. They
also have two other stores in
document; this will include potential logo designs
We
Northampton
Liverpool. After
for the client to take into consideration.
their competitors, such as
25
and
speaking to
As
well
doing so, it will help in attracting more
want
Melody
to be on par with the rest of
Pretty Little Thing,
Earum, who is the current owner of Melody. It was
as a colour palette and various typefaces for them
Quiz and Misguided. So, by advertising as frequent
clear to see that the brand is wanting to build on
to use on their documents to make the company’s
as they do will give them more of an advantage.
its online presence.
overall appearance flow together.
They
currently have a website
Also,
within
which is overall pretty basic and lacks a range
this document we are going to create a packaging
of products for consumers to browse among.
concept
Therefore,
by improving their website they may
attract more people and increase sales.
Moreover,
using
Essentially,
one
of
the
logos
we are re-branding
as a concept.
Changing
design.
we
Melody Couture
the colour scheme, logo
This document will entail what we as a team would do if it was us running we believe
–
Melody Couture,
and how
from an outsider’s point of view, that
it can be strategically improved.
Melody Couture
they are aware that nowadays people, especially
and layout of the store will give the brand a
already is a successful business, considering they
their target market is shopping more online now
fresh, and more modern appeal.
have been around for over
than ever before, meaning they are missing a huge
to
opportunity to gain exposure for their brand.
the brand to look like if it was to be rebranded,
believe the brand as copious amounts of potential
she says she would like pink to be one of the
to push the boundaries further and become a
statement
lot more competitive and known in their market.
Values
to
Melody
are very important, them having
one main aim in particular… been around for
25
Comfort. Melody have
years now
(as
stated above)
Eaurm
After
speaking
we got an idea of what she would want
colours
used
within
the
branding
We
are also going to provide
Melody
make women feel comfortable in their clothing; they
in which we are going to produce a campaign using
will strive to anything to find a woman the perfect
several campaign images alongside either taglines
outfit for any occasion or to any preference. In
or a hashtag for them to use how they like.
are looking at expanding the
in total.
Although
3
we
with a
and they have always said that their main goal is to
Melody
UK
years and have
methods as it links with their current online store.
strong advertising concept through a photoshoot,
the future
stores across the
25
For
the
Brand Collaboration
part
of
rebecca william
the
abbey barlow
R A T I O Decisions
h av e
r e c i p r o c at i o n brands order
,
logo to
a c
impro
C u r r e n t ly , M e l one
consistent
recognisable make
the
w
brand
c o n s i d e r at i o n and
their
black
w
logo
and
s i lv e
inconsistency c o m pa r i s o n
to
run
through
pink
,
grey
appeal
The
,
to
th
whi
a
store
wid
l ay o
Melody
owns
utilised
. A
rooms one
room
When
wou
.
asked
manager
a
to
logo
swing
ta n g s
A
are
cr
and
engineered
They
,
ball
c
s
thi
missi
fragrance
would
f
empowe
chose
The
enj
perfect
female we
ab
told
p e r s o n a l ly be
re
room
customers this
o
sto
were
long
t
buy
l
into
perfumes
N A L E been
and
made
u n d e r s ta n d i n g
olour
scheme
Melody’s
ove
lody
has
logo
the
much
along
t h at its
he
we
,
ite
and
audience
out
was
the
ore
also
moor
design
,
within
m
no
with
uld
be
bout us
who
fit
it
for
. We
we
this
love
current
r e at e
a
concept
Melody
ing
out
ine
was
o
and were
on
,
buy
to
and
has
social
as
use as
,
we
in
two
if
of
and
we
they
in
their
sites
’t
use
any
be
of
and
of
and
website
t h at
had
red
is
beauty
sold
as
perfume a
a
in
light
of
. The
small
shade
of
and
it
with
because
room
is
f e lt
t h at
trying
on
,
o n ly
s ta n d
property
being
. The
as
t h at
a
changing
chance
f e lt
by
touch
doing
something range
bottles
fragrance
t h at
. Both
extras
to
,
range
points
this
,
would
a c t u a l ly
the
was
into
unique
large
change
Melody
. It
also
.
Rihanna. Not
and
t h at
be
will
p r i m a r i ly
levels
given
to
professionalism
was
s t r o n g ly
these
methods
this a
if
with
she
design
web
could
with
logo
be
u n c o m f o rta b l e
fashion
and
t h at
to
them
their
and
how
’s
decided
another
of
s pa c e
store
in
the
does
she
Rihanna
would
s t r o n g ly of
in
this
for
t h at
RIRI X MELO D Y.
the
than
,
also
c o m pa r i s o n
wanted
are
on
would
learning
we
took
scheme
impression
. Both Rihanna
of
colour
u n c o m f o rta b l e
brands
in
store
this
we
scheme
l ay o u t
the
reconsidered
one
t h at
o u t s ta n d i n g
in
the
as
allow
just
be
little
c o l l a b o r at i o n
promotional f e lt
how
c o l l a b o r at e
with
doesn
r at h e r
they
see
and
considered
store
such
on
was
organised
something
confidence
simple
designed
to
in
primary
c u r r e n t ly
lines
media
colour
strong
more
products
used
. This
and
a
style
colours
the
using
i d e a l ly
been
the
brand
. H av i n g
house
the
were
reflecting
- e va l u at e d . A f t e r
c o l l a b o r at i o n
some
designed
give
was
work
c u r r e n t ly
a c t u a l ly
re
work
after
improve
.
techniques
would
sale
and
are
this
to
c o m pa n y
scheme
,
fashion
diversity
as
they
to
of
c r e at e d
would
,
is
as
t h at
surprised
was
. The
store
would
n e at e r
were
l i k e ly
designs
points
store
consumers
colours
the
c o n c e p t u a l ly
erment
store
is
l ay o u t
. Another
white
to
and
Melody’s
to
order
. Aspects
. Thus,
ta r g e t
in
consumers
. C u r r e n t ly ,
and
client
promotional
concluded
,
sale
effective
,
our
their
of
logos
these
. This
it
Melody
the
colour
of
points
as
and
scheme
changed
text
would
her
points
their
grey
s e pa r ato r s
less
she
joy
if
l ay o u t
evised
of
some
touch
der
,
with
to
professional
,
pink
with
black
brand
more
colour
competitors
logo
on
much
more
of
f e lt
work
different
community
consisted
,
be
Melody’s
was
the
pa c k a g i n g
m u lt i p l e
appear
er
,
of
our
c o m m u n i c at i o n
would
within
d
throughout
carrier
bags
,
. We
t h at
are
branded
.
Melody’s
s p r ay
customers
bottles
purchases
at
the
and
roller
tills
.
.
CLIENT QUESTIONNAIRE
How would you best describe your consumer? E.g age, gender, interests etc…? “The age range differs as we get all sorts of customers, with some travelling from London, Leeds and Chesterfield for the clothing the store. The business aims clothing to 16-30 year old’s. It is aimed at women, but with the evolving consumer we get men also shopping either for themselves or for their partner.”
What are your most popular products?
“Party wear, footwear, jackets/coats.” Where do you see your company in 5 years?
“We are building a website and within in 5 years we expect the company to grow significantly.”
What does your brand stand for? What does it mean to you? “We want women to feel comfortable, trendy and confident in our clothing. We will always help the customer find the per-
fect fit for them based on their preferences.”
What do you find to be the biggest challenges/ issues facing the brand?
“As a brand we don’t have any major issues we are facing, however there is always going to be challenges on a daily basis. We are looking to extend the range of clothing we have to attract more customers, as well as listening to feedback from our customers.”
What marketing and promotion strategies do you currently employ? Which of these do you find to be the most effective?
“The business has been around for 20 years
and word of mouth has made us successful with some customers shopping with us for over 20 years. However that changing social media has also been very effective. We now have more events on to promote the business.”
How do you set prices for your products?
“Prices are set depending on the cost price.” How is your brand different to others in the market?
“We offer excellent customer service to all
our customers as well as providing on trend fashion for low prices.”
MARKET RESEARCH
TARGET CONSUMER
T
Approximately 70 Sheffield residents provided us some information related with their experience in the shop. 73% of them are female, which leads us to the conclusion that Melody Couture is focused on feminine garments. A big amount of people (61%) were not familiar with the existence of the shop.
The
ta r g e t
tat i o n
of
tomers ful
consumer
the
are
Melody
with
some
Our
client
market
the
real
an
.
research
is
.
-
Melody’s
cus
-
and
success
-
of
i m p o r ta n t
The
e va l u at o r s
Couture relevant
is
We
of
brand
how
c r e at e d
questions
segmen
a
survey
.
about
the
brand
attract
its
clients
in
trendy
the
been
with
“confident,
sold
in
are
low
also
The years
old
target
,
The
with
exposure
.
wants
trendy
to
and
interested occasions
to
to
strong
stand
creative in
going
dressed
is
out
in
.
sense
among
for
is
big
the
.
the
clients
Chesterfield.
of
too
from
Many
customer
,
which
wear
colours
,
is
brand
it
is
items
and
not
able
because
the
non
of
to
as
20
white are being sold for over
competitors
the
footwear
such
-consistent
main
,
focus
jackets
black
and
. However,
years
poor
sensual
and
red
stand
the
in
out
among
quality
online
of
the the
presence
.
.
16-30
between
and
not
garments
. Party
interested
customers
response
clothing
out
the
characteristics
client
Leeds
budget
,
is
the
”
dynamic
way
those
our
Melody’s
a
Her
and
consumer
sent
traditional
to
that
with
London,
from
woman
she
. In
according
questionnaire come
trendy
prices
specified
main
trying
are
clothing
brand
recognisable
the
has
consumers
.
a
young
focused
is
the
fastest
website
does
that
party
outfits
.
.
mainly
For
is
succeed
to
it
client
,
brand
and
with
hand
other
However,
different
expressive
the
confident
crowd
The
On
to
is
their
not
on
online
customers
is
to
reach
,
many
service
not
in
shopping
the
all
shops
of
a
,
the
beneficial
products
no
lack
for
are
. Melody’s
their
have
the
which
professional
clients and
hamper
customers
online
include
presented
reason
obstacles
Nowadays,
doing
way
not
other
of
the
way
.
access online brand
.
Ye s
No
Yes
Maybe
Have you ever shopped at Melody?
No
Yes
No
Have you ever heard of the clothing shop Melody, which is located on the moor in Sheffield?
Fig.1
Have you ever been shopping in Sheffield city centre?
Many of the clients said that they were willing to pay approximately 40 pounds for a complete look. The price of most of the tops is no more than £15. In that way, they would have more £25 to spentNo on the bottom part. A big part of the clients was focused on skirts with bright patterns to create a contrast with the clean design of the top.
Ye s
Yes
In
order
sumers
and
clients that
and
the
As
main
room
s e pa r at i o n a
the
s pa c e
d i s p l ay very
To
. It
’s
Kors,
is
a
and
a
an
shop
their
,
it
for
sale
and
the
is
YSL ,
a
provoked
,
. She . As
we
between to
a
sense
said
that
16
and
put
s ay
30
of
the
,we at
full
purchase etc
.
The
range
of
some shop
was
the
shop
of
vendor
made
store
the has
that
b o tt o m
Melody old
.
She
two
of
is
for
we
extra
price
than
of
too
,
which
store
message herself pa r t y
store
as
,
,
as
to a
by
a
the
was
privacy
a
,
at
they
a
clients nude
all
such
”.
to
The
to
Michael
welcome
clothing
.
follows
budget as
.
not
strategy
who
low
are
for
about
are
less
.
the
showroom
for
woman
brands
classic
events
cur tains
marketing
Having
well
pa r t
way
“stylish
because as
as
the
pointed
information
that
good
luxury
They pa r t y
no
used
confident
.
answered
without
has
. In
be
occasions
inspired
inclusive
is
not
be
them
and
relevant
can
with
.
items
con
chat
negative
. It
some
a of
out
people
crowded is
the
the
three
that
are
had
Many
nights
collect
floors
garments
in
.
hobbies
for
the
We
uncomfor tableness
her
considered available
more
clothes the
.
U n f o r t u n at e ly ,
and
considers
fashionable
colours
and
Couture’s
garments
.
shop
and
pieces
for
store
the
of
the
affordable
clothing
the
to
interests
inconvenience
the
years
d i r e c t ly
their
mirrors
think
that
behaviour
went
from
manager
purchaseaffordable to
to
several
the
are
Couture
service
with
the
we
about
places
with
might
Versace
Melody’s
Melody
observers
shoes
them
questions
polite
room
interview
opportunity
purchase
in
from
favourite
s pa c i o u s
available
tries
good
Balmain,
and
to
everything
consumer
is
fundamental
of
r e s u lt had
items
feedback
experienced
is
situated
trends
spent
a
that
summarise
the
We
we
more
well
brand
try
,
some
one
,
. As
group
some
reason
as
customers
dressing
to collect
asked
Melody
out
As
to
Have you ever shopped at research Melody?
to
pieces
ELIZABET YORDANOVA 08 NOV 2018
.
CURRENT MARKET DATA
F F
Fashion
ast
their
Couture. around yond
huge
10 NOV 2018
a
high
prices
can
of
due
to
and
to
be
with
.
new
the
stores
in
to
the
find
cheap
quality elder
on
,
value
as the
clothing
generation
the
,
fast
rapidly of
for
who
the
money
hand
,
store
local
target
have
,
. It
sell
has and
,
their
placed
they
week
to
and
to
so
the
deliver
more
describe
’t
be
many are
consumers
is
the
consumers
of
a
disposable
to
always
market what
in
able
highly
always consum
are
(Business Insider, 2018). This
more
to
charging
fashion
as
-
clothes
without
Melody’s
been be
themselves
wouldn
attract of
clothing
recently
to
Melody
area
affordable
those
compete
in
have
to
and
aim
being
Liverpool. Melody
they
wanting
brands
invest
fashion
to
and
week
that
brands
fashion
cheap
especially
other to
based
goods
market
brands
more
today
these
Dynamic. They
and
so
of
brands
of
Northampton
consumers
growing
one
fashion
market
mass
,
. Without
clothes the
fashion
Sheffield
a
therefore
makes
. However,
good
is
most prices
supplying
growing
. Today’s
expanding want
for
cheap
16-30,
. This
searching
for
,
have
forever
supply
ers
2018)
Confident, Trendy
aged
and
competitive
rebecca william
years
also
as
have
they
such
in tomorrow’s
g l o b a l fa s h i o n m a r k e t ” ,
catalyst
at
20
. They
consumers
as
a
(Succeeding
Melody Couture
for
themselves
is
is
clothing
“Today the clothing industry has some of the worlds fastest growing companies online and offline. The market is expected to double its growth by 2020.” -
income
to
-
looking tends shop
Melody Couture
have many opportunities to expand
and gain exposure for their brand.
One
of the main
options being is to build a bigger online presence
bigger, expanding their customers demographic. in the
South
Furthermore,
incomes do tend to be higher, meaning people have
more of a disposable income
(Rogers, 2018).
to increase sales which will then lead to greater exposure.
At
To
the moment the brand does have a
gain more of an insight into
Melody Couture’s
target
website but is lacking some key elements, such as
market and the demographic of it, we conducted primary mar-
an extensive range of items to purchase, and also a
ket research in the form of a questionnaire.
secure website.
on all our social media’s so a range of people could fill this
This
may deter customers from pur-
chasing off of the website.
Having
a secure website
in.
From
means that customers will feel more comfortable and at ease when putting their card details in when
cheap in quality.
checking out.
won’t shop at
improving their website in general
and promoting their brand more,
Melody Couture
ing.
posted this
this research we have concluded that people mainly
Melody
shop at
By
We
because it is cheap in price meaning it is also
This
is the reason as to why others don’t and
Melody,
Furthermore,
due to the lack on quality in the cloth-
most people had never heard of
Melody
as a
could increase the traffic on their website, in-
brand, this could be due to the lack of advertising the brand
crease sales, and attract more regular customers.
do as a whole.
“The
this is a big setback to them.
global fashion industry is moving into a
For
them as a brand in the market they are in,
They
are already competing with
decisive phase of digital adoption by the mainstream
brands with big names, who already have a consistent marketing
consumer, and online sales of apparel and footwear
strategy.
is projected to grow rapidly” er,
2016). Improving Melody
essential to the
Industry
(Business Insid-
their online presence seems as a brand to succeed within
over the upcoming years, especially
Today
the clothing industry has some of the world’s fastest
growing companies online and offline. to double its growth by
2020. This
The
market is expected
just shows how fast the
as competitors are fully involved with the likes of
market is growing day to day, and how competitive it has now
social media and online shopping.
become. to
Locally, Melody
Sheffield
retailer
Zalando 6
countries in just
global fashion market”,
could have the opportunity to
collaborate with other local
15
Online
years”
“expanded
has
(“Succeeding
2018). Brands
i t s e - c o mm e r c e in tomorrow’s
are trying to reach to
as many people as they possibly can all over the world, and
based
fashion brands, to create an event where both
this is made easier by globalization.
brands showcase their clothing to the public.
of
However,
n.d.) by connecting people from one of the globe to the other.
the brand has been contacted before
to do a documentary but turned it down.
Both
of
‘A
shrinking world’
Making
Globalization
(“The Concept
of the
is a concept
Shrinking World”,
i t e a s i e r f o r b r a n d s t o c o mm u n i c a t e w i t h t h e i r c o n s u m -
these opportunities could bring new consumers to
ers.
the brand, maybe from a different market that they
stores across the globe may be a great opportunity for them,
would never have considered before.
or even advancing their website and making it available to
A
documentary
may prompt people to shop more locally instead of
For Melody Couture
as the brand grows, opening more
everyone worldwide.
at the big high street names, after seeing how a local business runs, and that their goods are just as good
-
or better than the big brands.
orating with another brand,
Sheffield
By
collab-
based or not
To
conclude,
and grow in.
Melody Couture The
consumers of the market are always looking
for the next best thing, whether that be in quality or price.
it will make different markets aware of each of the
Their
brands.
largest competitors
Melody
Furthermore,
it may also help in gaining
inspiration for marketing ideas and even
design ideas
after working alongside another
brand. Nationally, Melody
could open further stores
among the country, particularly in the of the
UK ,
further up rent.
Like
Melody
South
store is situated in a prime spot, next to one of their
Furthermore, Melody
have many opportunities to advance in
social media as a tool for their advertisement and making their website more user friendly with an extensive range of products
North
Their
more customers, and make their market size
so this is a great opportunity
their market, such as improving their online presence by using
browse among.
advancing their website this would gain
Primark,
for them to watch closely and understand the market more.
as their stores currently are based highly likely due to cheaper
have a large market to deliver
market has a rapid growth rate, so they need to keep up
to date with social media and marketing, otherwise they are going to be left behind, are will have to rely on their current loyal customers.
“Emerging Markets are the financial markets of economies that are in the growth stage of their development cycle and have low to middle per capital incomes” (Mark Mobius.(2012).The Little Book of Emerging Markets. Singapore: John Wiley & Sons)
Fig. 4
O
EMERGING MARKETS.
Fig. 3
(The Guardian, Larry Elliott-Economics Editor.(2018).Cities dominate
pportunities companies
,
for
eration
. We
on
areas
the
growth
especially
and
their
the
UK . T h e
can
top
plan
development
gaining
which
is
Midlands
and
measure).
are
hugely
Emerging Markets
within
north
on
Emerging Markets
when
Melody
see
business
and
growth
in
to
if
which
open
10 Global Emerging
,
the
come they
would
many
markets
rise into are
small
are
-
focus
suit
stores
2017
in
to
best
more
for
consid
them
across
: China,
South Korea, Thailand, Peru, Czech Republic, Malaysia, Turkey, Chile, Russia
We
(Bloomberg(2013, January 31) The Top 20 Emerging Markets).
personally
scale
would
Markets
ing lots
of
the
stores
as
understood ical
believe
benefit
Melody would
,
year
run
this
proven to
overhaul
be as
in
by
the
’t
larger
seeking it
as
much
to
prepares
as
run
retail to
work
close
to
for
50
reveal
this
a
bigger
huge
such of a
its
on
solely is
that
companies
make
companies
to
focusing
reason
hopes
doesn
Emerging Markets
that
. Our
independently
every
long
,
’t
don
locally
small
overseas
In
Indonesia.
and
of
stores
£500m
Emerg-
on
there
are
stores
.
small
Debenhams;
166
record
global
opening
profits
number
as
a
in
which a
loss
.
rad
is
-
( BBC
NEWS ( 2 0 1 8 , O
s e a s f o r
H
’
s m a l l
p r o v i d e
s
L
a l l
a r e t o
L
C
a r g e
i s
t h e
i s
p r o v i d e d
b y
L
m a s s i v e
181%
(151%)
a n d
c i t y
i t
i n g
j o b s
W
M
h e n
a d v i s e t o w n e d
w i l l
a n d
w a n t
t o
23 J
h a d
c i t y
45 a
l o o k
v i s e
a s
s t a r t i n g
t h i s
i s i n
a
a l r e a d y
I
M
f
o d
o f
e y n e s
M
e l o d y
, :
s t r o n g l y
K
e y n e s
,
p r o d u c e w h e r e
15
k m
. T
h i s
m o r e
t h e i r
f
h a v i n g
w o u l d
s t o r e s
b e
w o u l d
,
p r o f i t s
e v e n
o v e r
-
h a r d e r
,
s t a f f i n g
a l r e a d y
o n
t h e
N
o r t h a m p t o n
/
b u s i n e s s
,
r a n k i n g
i n
p o p u l a t i o n i s
h i g h e r
t h i n g
m e a n s
a k i n g
t h e r e
w i l l
b e
a l s o
o t h e r
m o m e n t
t h e
o r
c o m e s
h e f f i e l d
t i m e
o f
a s
w i t h
j o b
o p e n i n g
a
e e d s
g r o w t h
s t o r e s
h i g h
m o r e
.
c i t i e s
(149%), L t h e
e x t r e m e l y
t h i s
i t
c e n t r e
a n c h e s t e r i s
h a v e
.
w h i c h
i n
l i s t
c i t y
i v e r p o o l
a v e r a g e
S
a n d
t h e
;
g e n e r a l
w h e n
o n
n o t c a s e
t r a c k
t h i s
t h e
o n
i n
t o
t h e
a r e a s
t h
m o v i n g
a c c o u n t
n o t
i v e r p o o l
M
L
a n d i n
i n t o
a t
t h a n
b u s i n e s s e s
i n t o
r i g h t
4
e l o d y
b i l l s
w i t h i n
a b o u t
M i s
m o r e
, L
s t o r e
c o n s u m e r s
t h i s
a n d
w e b s i t e
.
a d v i s e
a s
l o o k
t h i s
a s
p o s s i b l e
t o
g r e a t
t h i s
. T
w e
t h e i r
o v e r s e a s
n g l a n d
a
E
i n
r e a c h
w e r e
i n
o p e n
s t a f f
d r i v e
B
t h e
M
o n e
o f
). A
f t e r
e t a i l w i t h
c o n s u m e r s
c e n t r e
h o p p i n g
e x t r a
P
. M
a r k
a r e
,
M
w e
M
o f
p o p u l a t i o n
p e o p l e
s e a r c h
-
K
c e n t r e
a
a s t
“
c i t y
K
I
B
t h e
e y n e s
t h e r e
i s
i n
a
s c a l e e c e m b e r
l o t
w e l l
e y n e s
a n d
K
i s
i s
w o u l d
n o
t
1) M
a
i s
i l t o n
t h e i r
w o u l d
c a n
a s
. I
h i g h e r
o n
r u n e l
. I
h u g e l y
d e s i g n a t e d
”
2018, D
e d i t e d
w h i c h
i l t o n
a s
w e
f o r m a l l y
e y n e s
i l t o n
,
K
e y n e s
t h a n w a y
s e e
M
)
t h e
a d
C
e l o d y
s t o r e
-
t o
s t r o n g l y
s h o p p i n g
o t h e r
n e w
l o c a t
-
e n t r e
;
d o i n g
l i k e
t h e m
.
o n l y
i n
’
6-12
m o n t h s
m o r e
M
o f
w o u l d
s
t h e
b e s t
,
l i k e l y
a
i f
i t t o
s u g g e s t
l a r g e
w a y s
s t o r e
e x a m p l e
b r a n d s
(L
i k i p e d i a
l e t c h l e y
p u b l i c i t y
o v i n g
w a s
f u t u r e
b e c o m e
i l t o n
e l o d y
f o r
o t h e r
B
b e
t h e
2002-2015
a r e a
c o m p e t i t i o n
l o c a t i o n
(W
t h a t
h e
t h e
t o
o n d o n
b e t w e e n
. T
i n
e y n e s
b r i e f
w o u l d
S
r u n e l
r e l o c a t e
R
c o m p e t i t i o n
t a r g e t
c i t y
t h e m
i s
L
o f
K
i l t o n
p r o v e s
f r o m
t h i s
t o
e n t r a l
h i s
a
t o
g a i n
w e s t
e l o d y
m a j o r
. M
b u s i n e s s
d e s i g n
110%
T
n o
m o u t h
t h e m
C
-
o f
M
t h e i r
e y n e s t h e
n o r t h
q u e s t i o n n a i r e
a d v i s e t h e
m o v e
o f
)
f o r
l i k e
w o u l d
w o r d
K
w i t h
b e c o m i n g
p o i n t m i n u t e
t o
p u b l i c
a t
t h e y
a r e
o t h e r
e x t e n d
i l t o n
g r o w t h
m e a n i n g
w a s
a s
i t
s e c u r e
s t a f f
;
p r e m i s e s
g r o w t h
27%,
f i n d
( FIGURE 3 . ) ,
o f
l o c a t i o n
t i m e
K
a
t h e r e
e l o d y
h e
a v a i l a b l e
t o
1967,
(72
p l a n
M
a t
47%
o f
t h e
o n l y
t o
t o
a n d
b i g g e r
s t o r e s
c i t i e s
f u r t h e r
a r k e t s
i f
2002-2015;
o n l y
f u r t h e r
p o p u l a t i o n
c o m p l e t e
w e l l
h a r d
t o
a n u a r y
m i l e s
a v e r a g e
a
a t
j o b s
o n
e l o d y
h i g h e s t
I
).
u s i n e s s
.
t h e m
a b o u t
l o w
b e
t h e
(162%). T
t h e
n o t
e l o d y
o n
i s
. M
p l a c e
b e t w e e n
i r m i n g h a m
i n c r e a s e
g r o w t h
h a d
i n c r e a s e
B
c e n t r e
w i l l
f o r
i v e r p o o l
M
h a l f
h a v i n g
g o o d
t h e m
p r o d u c e
i n
’. B
c o m p a n i e s
i s
p r e m i s e s
t a g s
d e v e l o p i n g
o v e r h a u l
d o
a l l o w
f o r
c u t
r a d i c a l
t o
m e r g i n g
p r i c e
e c o n o m y
a
e l o d y
c i t i e s
a l r e a d y
f a s t e s t
E
w i t h i n
i n
.
w i l l
o u t
c o u l d
t h e
;
M
’
m u l t i n a t i o n a l
e l o d y
t h i s
l a r g e
e s p e c i a l l y t h e
t h e
w i t h
M
p a y
b i g g e r
c o m p a n y
l o c a t i o n s
o f
t h e r e
t h e
w i t h i n
o n e
i n
a s
t o
s t o r e s
l a r g e
l i k e
s h i p p i n g
c o m e t h e
50
c l o s e
r e c o mm e n d
h a v i n g
t h a t
r i s e
i v e r p o o l i s
w o u l d
t o
f o r
o p p o r t u n i t i e s
i t i e s
c h o o s i n g
i t
w e
f r a m e
m o n e y
o n
s e e k s
f a v o u r
b u s i n e s s e s
w i t h o u t
l o c a l
m i n d
‘
e b e n h a m s
i n
w o r l d w i d e
f o r
t h e
w o r k
w h a t
c o u n t r i e s
A
t
r e t a i l
,
o w e v e r
24) D
c t o b e r
d o e s n
t o
t h e
i s
j u s t
p r o m o t e
c l o s e r
p l a c i n g
b e
a r e a
s t o r e
a l t h o u g h
t h i s
t o
i s
M
e l o d y
a
t h e
b r a n d w e l l
c e n t r e
t h e i n
s h o r t
o u t s i d e
d o i n g
t h e
m o v i n g
f o r
o f
s t o r e t h e
,
p e r i
M
o f (F
M
4)
w o u l d
i l t o n
h e r e
h e a r t
i l t o n
i g u r e
w e
-
w o u l d
o f
r e t a i l
.
Abbey
barlow
07 NOV 2018
T O P 1 0
CZEC PERU
G L O B A L E M E R G I N G M A R K E T S
MALAYSIA
CHILE
TURKEY
CH REPUBLIC RUSSIA
SOUTH KOREA
THAILAND
INDONESIA
CHINA
Shop In Store Do you prefer to buy clothes online or in store?
op
O
nl
in
e
COMPETITOR ANALYSIS.
Sh Like
AMY WRAY
Fig. 5
a ll b r a n d s a n d b u s i n e s s e s ,
M e lo d y
t h at a r e i m p o r ta n t t o c o n s i d e r a s
15 NOV 2018
f a c e s a h a n d f u l o f c om p e t i t o r s w i t h i n t h e i n d u s t r y
M e lo d y
c o n t i n u e s t o d e v e lo p a n d g r o w i n t h e f u t u r e .
It
is
v i t a l t o t a k e e a c h o n e o f t h e s e c om p e t i t i v e b r a n d s i n t o c a r e f u l c o n s i d e r a t i o n w h e n e v ol v i n g a fa s h i o n b r a n d s u c h a s
M e lo d y
i n o r d e r t o e s t a b l i s h t h e c om p a n y a n d m a k e i t s t a n d o u t
a mo n g s t o t h e r s t h a t a r e s i m i l a r .
Primark
i s o n e o f t h e mo s t o b v i o u s c om p e t i t o r s t h a t
Primark
and
M e lo d y
M e lo d y
f a c e s , p r i m a r i l y d u e t o i t s lo c a t i o n .
M oo r
s ta n d d i r e c t ly n e x t t o e a c h o t h e r o n t h e
in
Sheffield
centre, this is
a n e x t r e m e l y p o p u l a r s h o p p i n g d e s t i n a t i o n f o r lo c a l s h o p p e r s a n d v i s i t o r s t o t h e c i t y . i s i n v e r y c lo s e p r o x i m i t y t o b o t h
S h e f f i e l d H a ll a m U n i v e r s i t y
and the
University
of
T h e M oo r
Sheffield
m e a n i n g t h at a l a r g e m a j o r i t y o f t h e p e o p l e t h at pa s s b y t h e s t o r e s a r e s t u d e n t s ; a ta r g e t market of both
Primark
and
M e lo d y . T h e
s i m i l a r i t i e s i n t h e t a r g e t m a r k e t s o f t h e t w o c om p a n i e s
a l s o l e a d t h e s h o p s t o c om p e t e a s t h i s a l s o r e f l e c t s i n t h e p r i c e p o i n t o f t h e c lo t h i n g o n s a l e .
The
s t o r e s b o t h s e ll t r e n d d r i v e n p r o d u c t s a t v e r y a f f o r d a b l e p r i c e s .
t o c h oo s e
Primark
h a v e lo y a l t i e s t o . w i ll w a l k o u t o f
This
could lead shoppers
o u t o f t h e t w o t o s h o p i n a s i t i s a n e s t a b l i s h e d b r a n d t h a t t h e c u s t om e r s
On
the other hand, this could be beneficial to
Primark
M e lo d y
a s p o t e n t i a l c u s t om e r s
a n d b e f a c e d w i t h t h e i r s t o r e , p o s s i b l y e n t i c i n g c u s t om e r s t o h a v e a
l o o k a r o u n d o r s h o p f o r p r o d u c t s t h at t h e y c o u l d n ’ t f i n d i n
Like
all brands and businesses,
M e lo d y
f a c e s a h a n d f u l o f c om p e t i t o r s w i t h i n t h e i n d u s t r y t h a t a r e i m p o r t a n t t o c o n s i d e r a s
M e lo d y
c o n t i n u e s t o d e v e lo p a n d g r o w i n t h e f u t u r e
It
i s v i ta l t o ta k e e a c h
o n e o f t h e s e c om p e t i t i v e b r a n d s i n t o c a r e f u l c o n s i d e r a t i o n w h e n e v ol v i n g a f a s h i o n b r a n d s u c h a s
M e lo d y
i n o r d e r t o e s t a b l i s h t h e c om p a n y a n d m a k e i t s t a n d o u t a mo n g s t o t h e r s t h a t a r e s i m i l a r .
Primark
i s o n e o f t h e mo s t o b v i o u s c om p e t i t o r s t h a t
M e lo d y
and
s ta n d d i r e c t ly n e x t t o e a c h o t h e r o n t h e
M e lo d y M oo r
f a c e s , p r i m a r i l y d u e t o i t s lo c a t i o n .
in
Sheffield
l a r s h o p p i n g d e s t i n a t i o n f o r lo c a l s h o p p e r s a n d v i s i t o r s t o t h e c i t y .
S h e f f i e l d H a ll a m U n i v e r s i t y
to both
and the
University
of
Sheffield
Primark
c e n t r e , t h i s i s a n e x t r e m e ly p o p u -
T h e M oo r
i s i n v e r y c lo s e p r o x i m i t y
m e a n i n g t h at a l a r g e m a j o r i t y o f t h e
p e o p l e t h at pa s s b y t h e s t o r e s a r e s t u d e n t s ; a ta r g e t m a r k e t o f b o t h
Primark
M e lo d y . T h e
and
similari-
t i e s i n t h e t a r g e t m a r k e t s o f t h e t w o c om p a n i e s a l s o l e a d t h e s h o p s t o c om p e t e a s t h i s a l s o r e f l e c t s i n t h e p r i c e p o i n t . o f t h e c lo t h i n g o n s a l e .
The
p r i c e s . T h i s c o u l d l e a d s h o p p e r s t o c h oo s e t h a t t h e c u s t om e r s h a v e lo y a l t i e s t o . c u s t om e r s w i ll w a l k o u t o f
Primark
On
s t o r e s b o t h s e ll t r e n d d r i v e n p r o d u c t s a t v e r y a f f o r d a b l e
Primark
o u t o f t h e t w o t o s h o p i n a s i t i s a n e s ta b l i s h e d b r a n d
the other hand, this could be beneficial to
a l o o k a r o u n d o r s h o p f o r p r o d u c t s t h at t h e y c o u l d n ’ t f i n d i n m o r e b r a n d l o ya lt y t h at c u s t o m e r s w i l l h av e .
This
Two All
(once
Primark. The
as potential
m o r e t h at t h i s h a p p e n s , t h e
w o u l d b e e x t r e m e ly i m pa c t f u l t o
m a r k d o e s n o t c u r r e n t l y h a v e a n o n l i n e s t o r e , s om e t h i n g t h a t c lo t h i n g
M e lo d y
a n d b e f a c e d w i t h t h e i r s t o r e , p o s s i b l y e n t i c i n g c u s t om e r s t o h a v e
M e lo d y
Melody’s
future.
Pri-
c a n u s e t o t h e i r a d va n ta g e a s t h e i r
a w e b s i t e i s u p a n d r u n n i n g ) w i ll b e a v a i l a b l e t o a m u c h w i d e r a u d i e n c e .
b r a n d s t h at a r e s i m i l a r t o
M e lo d y
regarding products and price point are
Quiz
and
Select Fashion.
t h r e e o f t h e b r a n d s s e l l a l a r g e va r i e t y o f pa r t y w e a r a n d ta r g e t s a l o t o f t h e i r b r a n d i n g t o wa r d s
pa r t y g i r l ’ .
The
‘a
p r i c e s t h at r u n t h r o u g h t h e b r a n d s m o s t ly c o r r e l at e , Q u i z s o m e t i m e s c a n b e m o r e e x p e n -
s i v e i n c om p a r i s o n , h o w e v e r t h i s i s a l s o r e f l e c t e d i n t h e q u a l i t y b e i n g t o a h i g h e r s t a n d a r d i n t h i s s t o r e .
With
this in mind,
M e lo d y
c om p e t e s w i t h
Quiz
a s t h e i r c u s t om e r s w i ll h a v e t o v a l u e p r i c e o v e r q u a l i t y i n
o r d e r t o c h oo s e t h e i r s t o r e o v e r a n o t h e r .
Due
to
M e lo d y
b e i n g a f a m i ly r u n s t o r e w i t h o n ly t h r e e s h o p s i n
t o r s w i ll b e b a s e d a r o u n d t h e s a m e a r e a a s t h e i r s t o r e . store in the area surrounding
( s om e t h i n g An
M e lo d y
England,
Quiz
Select Fashion
or
t h at t h e y a r e c u r r e n t ly w o r k i n g o n i m p r o v i n g t h r o u g h . b u i l d i n g a n e w o n l i n e s t o r e ) .
M e lo d y
i n t e r e s t i n g g r o u p o f c om p e t i t o r s t h a t h a v e c l e a r c om p a r a b i l i t y t o
h oo a n d
t h e m a j o r i t y o f t h e i r c om p e t i -
i s n o t c u r r e n t ly a
m e a n i n g t h a t t h e s e c om p e t i t o r s w i ll o n l y a f f e c t t h e i r o n l i n e s a l e s
e x c l u s i v e l y s e ll p r o d u c t s t h r o u g h o n l i n e s t o r e s .
As
There
M i s s g u i d e d . S i m i l a r ly
to
Quiz,
P a r t i c u l a r ly
i n c l u d e o n l i n e b r a n d s t h at
brands such as
P r e t t y L i t t l e T h i n g , B oo -
t h e s e b r a n d s a ll g r e w t h e i r a u d i e n c e b a s e d o n s e ll i n g p a r t y w e a r .
t h e b r a n d s h a v e d e v e lo p e d o v e r t h e l a s t f e w y e a r s
t h e y h av e e x pa n d e d g r e at ly ; t h e i r p r i c e s h av e i n c r e a s e d s l i g h t ly , t h e i r q u a l i t y h a s i m p r o v e d , a n d t h e y n o w s e ll a l a r g e r r a n g e o f c lo t h e s s u i t a b l e f o r a ll s t y l e s a n d o c c a s i o n s . tors for
Melody’s
brand as they all sell resembling styles of clothing
very similar prices and levels of quality. to
M e lo d y
This
The
(i.e.
These
a r e c om p e t i -
pa r t y w e a r , a c c e s s o r i e s ) at
o n l i n e b r a n d s o f t e n h a v e a h i g h e r p r i c e p o i n t i n c om p a r i s o n
b u t t h e lo n g e v i t y a n d q u a l i t y o f t h e g a r m e n t w i ll u s u a ll y b e t o a h i g h e r s t a n d a r d .
brings light to the question of online shopping.
Do
people prefer to shop online for convenience
o r d o t h e y p r e f e r t o t r y o n t h e p i e c e o f c lo t h i n g b e f o r e p u r c h a s i n g i t ? r e s e a r c h t h i s a n d wa s s e n t t o t h e p e o p l e w i t h i n t h e ta r g e t m a r k e t o f
16-30). The
A
s u rv e y wa s c a r r i e d o u t to
M e lo d y
and the online shops
(ages
f i n d i n g s s h o w e d t h at l a r g e m a j o r i t y o f p e o p l e p r e f e r r e d t o v i s i t t h e s t o r e i n p e r s o n , r at h e r
than purchasing products online.
I n t e r e s t i n g ly , 6 2 %
of the people who answered the questionnaire said
t h a t t h e y m u c h p r e f e r t o b u y t h e i r c lo t h e s f r om t h e s t o r e i t s e l f s o t h a t t h e y c a n t r y t h e g a r m e n t o n a n d m a k e s u r e t h at i t i s p e r f e c t f o r t h e m
(figure 5). With
this in mind,
competitors of online shops as they offer the option to try on.
M e lo d y
Regarding
m ay h av e t h e e d g e o v e r i t s
t h e s e r e s u lt s , i t i s i n
Melody’s
b e s t i n t e r e s t t o t a k e a d v a n t a g e o f t h i s a n d e x p a n d t h e i r b u s i n e s s f u r t h e r b y p o s s i b l y m a k i n g mo r e s t o r e s o r j u s t a d va n c i n g t h e m a r k e t i n g a n d b r a n d i n g o f t h e e x i s t i n g o n e s t o r e a c h a w i d e r a u d i e n c e .
To
c o n c l u d e , i t i s v i ta l f o r
M e lo d y
t o t a k e t h e s e c om p e t i t o r s i n t o c o n s i d e r a t i o n w h e n m a r k e t i n g , b r a n d i n g
a n d d e v e lo p i n g t h e i r b u s i n e s s f u r t h e r .
By
a c k n o w l e d g i n g e a c h g a p w i t h i n e a c h c om p e t i n g c om p a n y ,
M e lo -
d y h a s t h e p o t e n t i a l t o g r o w m u c h f u r t h e r a n d s t a n d o u t a mo n g s t t h e c r o w d , p o s s i b l y g a i n i n g m u c h mo r e a t t e n t i o n f r om t h e i r t a r g e t m a r k e t a n d b e c om i n g f u r t h e r e s t a b l i s h e d a s a f a s h i o n b r a n d .
Whilst
online
s h o p p i n g h a s b e e n p r o v e n t o b e s l i g h t l y l e s s p o p u l a r i n c om p a r i s o n t o v i s i t i n g t h e s t o r e , t h e d e v e lo p m e n t o f a n o n l i n e s t o r e w i ll b e e x t r e m e l y b e n e f i c i a l i n o r d e r t o r e a c h a w i d e r a u d i e n c e f o r ta n t t o ta k e t h i s s t e p t o s tay r e l e va n t .
M e lo d y . I t
is impor-
BRAND DIFFRENTIATION STRATEGY.
Building its company from the streets of Sheffield . melody has progressed i t s w a y u p f r o m a l i t t l e as a 4 by 4 market stall to building its own little empire across the UK .
INSIDE THE STORE IMAGE The
TAKEN ON PHONE CAMERA it
store
has
stayed
clothing the
entire
only
itself
has
started
. To
an
family
come
off
from
with
a
role
did
the
expatiation
However
the
target
of
in the
consumer
family
male
extraordinary
plays
a
member
expansion as
family
grew
changed
more
Standing o p p o r t u n i t y e d
s t y l e
c l o t h i n g f o r
AAMIRAH PATEL 20 NOV 2018
a n y
a s
t o
i t s
f e e l
c l o t h i n g g i v e s
e v e n t
,
u s
,
o w n
w h i c h
t h e
n i g h t
c h a n g e s
c h a n c e
o r a n d
a n d
d i n n e r
t o
p o w e r f u l
well
i n
p e r f e c t l y
i n
adults
,
t h e
w e e k l y s t y l e
b o d y
u s
staff
now
. Not
business
l a t e s t
. The
f e e l
u s
o w n
.
t h e
u p d a t
r a i l s
.
to
teenagers
g i v e s
o u r
s i z e
where
generation and
,
generation
the
m e l o d y
. Making o u r
as
older
w i t h i n
s t o r e
old
hired
well
from
background
company
has
as
b r a n d
s e x y
p a r t y
the
younger
i n d e p e n d e n t
c o n f i d e n t
selling
of
business
had
orientated
-
o f
o u t f i t
e m p o w e r i n g
a n d
c l o t h i n g
.
Positioning
its self as high street shop in the
market, melody is compared to countless business
As
the brand has a target audience of
a very small business as majority of the consum-
young adults and teenagers the store
ers are based more in
sells a variety of younger clothing
However
focusing only on party wear, however
of
it does give you the opportunity to
mid
select from different colours and
Melody
selective sizes.
10
So
how is the store
different to others?
Well
melody to other high street stores like
then elsewhere.
taking in to account that the population
Sheffield 2016)
is
575,400,(Sheffield
city council-
considering to be a big enough city.
has honoured itself to be here over the
years, it has gradually build
l o c a l c o mm u n i t y .
comparing
Sheffield
Making
up a name to its
them honourable con-
sumers as it keeps the business going
.
select and quiz the selling point is far more cheaper, making the clothes
Given
more affordable for the consumers.
have analysed and took into consideration of how
This
we would be able to take the store to its highest
target’s more
students who more
the opportunity to work with melody, we
likely to be on a budget, but also
dimension.
affordable for everyone.
needs to grow and expand its business in the
On
the other
To
give the attention which melody
hand comparing melody to more online
fashion market.
brands with the similar price margin
to de-construct from as little as the logo, to an
like, pretty little things and
first.
The
I
The
store and brand itself need
entire reconstruct of the store.
saw it
brands more or less have
Nonetheless
the
power of advertisement will help the company to
.Which
a very similar style and price range
grow
however melody has an actual physical
increase the attention span to the consumers, not
store where consumers get the chance
only in
would increase its profit margin and
Sheffield
but hopefully across
England. .
to physically go in store and try on the garments and have a
browse, giving
Our
initial
thought on the brand itself gives
the consumers a chance to feel the
me the impression on more of an older consumer
quality of the fabric and see how it
market
feels and fits on your body.
sell itself as more younger generation clothing
This
will
also reduce the percentage of returns compared to pretty little things and
saw it first.
Helping
I
reduce the cost of
,
as the appearance of the shop doesn’t
store, making them loose consumers.
In
addition, to make the store as original and
u n i q u e a s p o s s i b l e , w e w o u l d h i g h l y r e c o mm e n d
globalisation making the world a more
changing the manufacturers to improve the qual-
eco- friendly place.
ity of the clothing.
Finally
its acces-
Attracting
potential custom-
sible for consumers like my myself who
ers and making the value of the store seem more
can run in store to grab something
of a high class business.
that be
the manufactures, it give the store the opportu-
affordable and look as trendy
in the matter of seconds.
Where
as a
Moreover
by changing
nity to branch out with the clothing, adding more
delivery can cause a lot of complica-
of a range to the store.
tion on a day of an event,
consumer market and increase the popularity to
as it may
This
will broaden the
not turn up on time or have some kind
the store.
of issue to its colour, size and fabric
In
etc. this will reduce the customers
brand itself to a new extent.
loyalty towards the brand but also the
a successful high street shop but keeping its
confident to re- place another order.
value and history within the business.
As
tion stated above will help the business grow and
in fact, loosing out on consumers
conclusion, melody has an opportunity to re-
Making
the business
The
implica-
will cause a business to fall in the fast
maximise the profit, which could potentially lead
emerging market of fashion.
to a store expansions over the
UK .
BRA
AND POSITIONING
VA L UE
L UXURY
Q UA L ITY
FAST FASHI O N aamirah patel
COMMUNICATION STRATEGY
Logo design As a group we are suggesting a graphic logo, which is able to attract the customers with its unique and avant-garde design. It can be displayed on the brand’s carrier bag and business card and be printed on the label of the garments, adding a personal touch to the clothing pieces.
to a
be
much
good
essential.
an
plays
The
colour
of
bright
to
red
full
palette
and
and
blue
range
brand
is
vivid
of
Melody
of
colours.
sneakers,
From
the
with
some
is
nude
brand
prints.
colourful
associated
coture
In
skirts
provides fact,
type
full
of
the
the
of
the
lack
of
Designing nity for
weakest
points
consistency
of
every
in
Melody Couture
their
is
identity.
visual
staple pieces would be a great opportu-
Melody
to stand out among its competitors
with distinctive clothing items.
The of
party
mood
changing
the brand is as-
ing
Melody
collection.
throughout item
seem
the
much
Also
creating
seasonal more
limited
collections
valuable
for
will
the
editions make
The
an
customers.
into
focused shop being
can in
on be a
Melody Couture
consideration
that
selling
wear,
party
decreased,
night
club.
creating
The
the the
window
light
of
sensation display
is
is
one
of
a
of
with
furniture
to
the
two
most
customers.
and
relevant
In
Dur-
she
order way,
pragmatic
part
signif-
rooms.
manager,
floors.
extra
dis-
transmit
improve
changing
brand’s
and
like
to
the
should
their
the
rational
needs
colours
phere pose
of in
and the
a
and
to
is
an
might
want
of
might
be on
to
will
said
to
the
ta k e
perfect social
.
off
media
in
the
some
use sec-
Soft
will
time
their ta k i n g
adding
and
shoes
.
The
pictures
such
-
predis
-
trying
the
on
at m o s
flooring
because
the
dress-
the wall
the
pal-
are
furniture
. T h at
more
choice
for
on
colour
white
improve
room
pieces
whole and
displayed
putting
spent
ideal
the
pink
be
dressing
client
to
colours
ta b l e
clothing
carpet
them
can
these
design
chair
stick
Black,
which
Adding
mirror a
to
logo.
the
room.
the as
of
the
needs
has
in
design
ferent
Taking
Dolce
cocktails
is
dis-
windows
Dior,
clothing
items
ond floor can be occupied with large changing rooms.
of the brand, excluding jackets and cardigans from their
luxury
some
with
the
appearance
space
ing
as
add
Melody Couture
interview
that
main
such
the
that
dresses and creative tops should be the main focus
garments
can
room
stores.
the
ette
with
many
Exposing
clothing
Burberry,
tables of
seductive.
and
matched
by
such
we
and
the
skirts,
sociated
partywear,
As
etc.,
chairs
icantly
One
well-
Inspired
brands
Gabbana, co
attractive and
a
shades.
of
more
lighting
dif
-
with
clients mirror
and
post
Elizabet Yordanova M e l o d y ’ s h a s h ta g .
elizabet yordanova
CONSUMER ENGAGEMENT BRAND LOYALTY & PACKAGING DESIGN
01.
’’ It is much easier to incentivize existing customers than attracting new ones” (2018) Business Manual
In
order
to
,
we
success new ing
.
cant such lycra with them
creating
impact as
are
non
highly are
.
polyester
in
low
,
toxic
fashion
prices
are
.
.
signifi
-
. Fabrics
and
.
gas
made of for
during
brands
that
and
Most
offering
For
order
Nylon,
greenhouse
Fast
most
acrylic
.
-
product a
substances based
cloth
in
the
’s
whole
the
environment
Melody Couture
items
of
causing
petroleum
production
a
of
-biodegradable
release
brand
their
one
value
the
,
the
consider
are
on
nylon
is
to
the
fabrics
example
elizabet yordanova
of
things
increase
for
r e c o mm e n d i n g
Sustainability
Cheap
as
are
concept
important to
contribute
such
trendy reason
,
our a
client
needs
sustainable
of
the
brand
thy
and
The to
their
can
on
by
products
a
as
creating
production result
loyalty
company
members
the
out
provide
about
. As
brand
standing
reliable
brand
counts
,
for
pieces
build
competitors
think
scheme
clothing will
to
a
among
the its
trustwor
-
.
exclusive
going or
,
benefits
regular
even
reward
dis
-
re
-
demption with accumulated points through each
transaction
.
Elizabet Yordanova
02.
FRAGRANCE L A
f r a g r a n c e
p r o d u c t t h e i r i n g
A
s t o r e s
t h a t
o u t f i t
a s
e l o d y
o i n g
t o
s e e m s
t o
i t
t o
i s
m a k e
a
t h e
p e r f e c t
i n t r o d u c e
t h e
p u r f u m e
l i n e
b i g
l i t t l e a n d
t o
f i n i s h
h a v e n
b e
;
a s
’
t
w o u l d
t o
t h e i r
M
a s
t h i s
a k e
o f
k e e p
-
n e w
b e f o r e
M
.
e l o d y
c o m p e t i t o r s
b r i n g i n g a n d
w e l l
n e w
s o m e t h i n g
d o n e a l s o
c a t c h
,
o u t
t h e i r
u p
r a n g e s
-
-
j e w e l
d i f f e r e n c e
a l s o
c u s t o m e r s
w i t h
f r a g r a n c e s
m a y
a t t e n t i o n
t h i s
d a t e
a s
b e
.
c u r r e n t
M
w o u l d
e l o d y
l i k e
f r a g r a n c e
f e r
,
c a n
c u s t o m e r s
D
M
f o r
t o u c h e s
l e r y a n
l i n e
u p
w h i c h o w n e t c
.
LINE
Fragrance
in
a
Roller Bottle
abbey barlow
BRAND RE- P VA L UE
POSITIONING L UXURY
Q UA L ITY
FAST FASHI O N aamirah patel
TI M ELINE OF THE OLD
OLD STORE
Concept idea on how we could use the window display to promote the collaboration of Melody X Rihanna.
abbey barlow
STORE FRONT DESIGNED BY ABBEY BARLOW
To promote Melody’s new collection we will make use of the large windows to showcase the campaign pictures.
WINDOW DISPLAY
STORE PLAN | SHOP FLOOR
aamirah patel
STORE PLAN | SECOND FLOOR
aamirah patel
M M M M M M M M M M M M M M M M M M M M M M MMM M M M M M M
M M M M MM M M M M M M M MM M MMMMM M MM M M M M MMM M M
M
M
FOR THE BRAND COLLABORATION.
The Brand Collaboration part of the Communication Strategy were going to design a concept for the brand as if they were going to do a collaboration with Rihanna; as this is who Earum said would be her dream to collaborate with as she thinks Melody’s clothing would look great on her. We’re also going to create a concept that Melody was to do a Collaboration with a beauty brand and a local Sheffield based artist/ Designer; these are two other things we believe would promote melody and attract more people to the shop. As part of our aim to boost Melody Couture’s advertising, we are going to mock up some campaign methods. These will be viewed via email, Instagram, Snapchat, Facebook and on billboards. By doing so, it will help in attracting more consumers and gaining the brand more exposure. We want Melody to be on par with the rest of their competitors, such as Pretty Little Thing, Quiz and Misguided. So, by advertising as frequent as they do will give them more of an advantage. This document will entail what we as a team would do if it was us running Melody Couture, and how we believe – from an outsider’s point of view, that it can be strategically improved. Melody Couture already is a successful business, considering they have been around for over 25 years and have 3 stores across the UK in total. Although we believe the brand as copious amounts of potential to push the boundaries further and become a lot more competitive and known in their market. Rebecca Williams & Abbey Barlow
abbey barlow
COLLABORATION...
COLLABORATION CONCEPT
C O L L A B O R AT I O N FASHION, MELODY COUTURE, RIHANNA
G
UCCI, U
BALMAIN SP MER (2014) STELLA McC (2014)
DIOR, SECRE (2015)
ARMANI JEA
RIVER ISLAN
MANOLO BLA DIOR (2016 RIHANNA CLOSEUP Portrait picture 2017
IN 2016 RIHA
WAS ANNOU
CREATIVE DI
PUMA. SHE H
BROUGHT OU
CONFIDENT Bold RIHANNA HAS BEEN SEEN TO CAMPAIGN FOR MANY BRANDS AND DESIGNERS, SUCH AS:
PERFUME RANGE, ‘RIRI’ BY RIHANNA AS OF 2016. RIHANNA ALSO OWNS HER OWN BEAUTY RANGE ‘FENTY BEAUTY’ WHICH LAUNCHED IN SEPTEMBER 2017. FENTY HAVE COLLABORATED WITH; FENTY X PUMA COLLECTION (2016)
UNICEF (2008)
PRING, SUM-
FOR OUR RIHANNA X MELODY CONCEPT
ARTNEY
ET GARDEN
ANS (2011)
ND (2013)
AHNIK (2016)
ANNA
UNCED AS
IRECTOR FOR
HAS ALSO
UT HER OWN
COLLABORATION, WE HAVE DESIGNED SOME OF THE PROMOTION PIECES THAT WE THINK WOULD WORK BEST FOR THE BRAND. (Naomi Pike, VOGUE, April 7, 2017)
Rihanna chain
River Island
percent with
UK
helped
her
rise
in
fashion hit
2014
celebrity ration
a
70
profits
collabo
-
.
(Kasmira Jefford, October 5, 2015)
WHY RIHANNA?
M e lo d y think
the
agree than
to
just is
make
t h e m s e lv e s
c lo t h i n g
Rihanna
t hat
Rihanna is
said
a
they
overall
w om e n
their
s e ll
would
would
c e l e b r i t y,
an
t hat
feel
she
be is
strong
a
dream suit
g re at
an
c oll a b o r a t i o n her
celebrity
amazing
singer
independent
confident
in
p e r f e c t ly
their
,
to
woman
do
a a
musicia who
c lo t h i n g
.
w
n
would
and
fit
be in
with
c oll a b o r a t i o n
an
,
designer
ould
suit
Rihanna;
with
her
style
with
and
as
they
. We
she
business
M e l o dy ’s
main
is
mo r e
owner
aim
.
which
abbey barlow
T h e Ad v e rtis i
concept of billboard design w w w . m e
in g C oncept 18/12 december issue
l o d y u k . c o m elizabet yordanova
MELODY
05 PARTY WEAR COLLECTION 2018
ELIZABET’S PARTY
ESSENTIALS
SHOT BY AAMIRAH PATEL
CAMPAIGN IMAGES
Photography Aamirah Patel Model Elizabet Yordanova Coat from Melody Bodysuit from Melody Knee High boots from Melody
PhotographyAamirah Patel Model Elizabet Yordanova Coat from Melody Top from Melody Sneakers from Melody
Photography Aamirah Patel Model Elizabet Yordanova Dress from Melody Knee High Boots from Melody
Photography Aamirah Patel Model Elizabet Yordanova Coat from Melody Top from Melody Skirt from Melody Sneakers from Melody
Photography Aamirah Patel Model Elizabet Yordanova Top from Melody Jeans from Melody
T
TARGET CONSUMER MAGAZINE ARTICLE WEBSITE CONCEPT EMAIL BLOG INSTAGRAM FACEBOOK
rebbeca williams amy wray
T R E N D Y A F F O R D A B L E FA S H I O N
WHAT’S NEW
CLOTHES
SHOES
MELDOY X RIHANNA
ACCESSORIES
SALE
BEA
NEW IN
BOLD
CONF
TREN
USE CODE: MY ME L ODY FOR 20% OFF YOUR ORDER.
AUTY
BLOG
Search...
OUTLET UP TO 50% OFF
WEBSITE : As
D
pa rt
of
u p d at i n g had
I
FIDENT
a
the
look
ing of
ta k e
decided
style the
is
also
My
aim
used seen it
a
for
when
The read
,
tom a
few
at
,
women
of
,
text
now
a
a r at e
of
on
button pa g e
. This
can
keeps
g at e
FREE DELIVERY ON ORDERS OVER £30
up
home
t h at
is
to
be is
a
before the
make
is
for
the
it
h av e
user
this
of
intended
to
text
. This
know
where
‘New In’
without
com
the
easy
the
being
to
.
. Every
bold
rest
keep
bot
,
pieces
and
.
,
-
and
brands d at e
way s
of
there
on
easier
,
to
in
.
d i s p l ay e d
cluttered
because
the
. At
limited
in
be
to
up
new
I
to
easy
the
being
this
i n s ta g r a m
brand
-
exam
button
and
promote
were
-
Melody
can
the
clean
do
w h at
a n y way
they
with
to
.
-
.
things
clothing
also
helps
where
looking
is
. I
cloth
pa rt i c u l a r
Melody’s
clothing
it
in
website
view
. So
first
which
be
is
customers
to
h o m e pa g e
,
their
d i s p l ay i n g
posts
the
image
wearing
the
images
at
both
after
their
throughout
c at c h i n g
one
confident
on
,
go
them
as
and
a
f r i e n d ly
c o m pa r e d
c a m pa i g n
eye
as
. The
read bar
and
and
f r i e n d ly
and
chose and
pressed
around
,
to
Pretty Little Thing. For
c o m m u n i c at i o n
pa g e be
modern
user
on
when
consumers
unlike
the
it
r e l e va n t
t h at
. I
bold
feel
there
decided
Pretty Little Thing,
most
shoots
website
w h at
keeping
Instead
pa g e
to
the
most so
brand
the
more
methods
to
our
looking
we
websites
focused
was
of
,
Melody’s. Moreover,
to
marketing
website
their
was
h av e
one
model
media
the
we
minimum
the
of
social with
,
identifies
with
of
from
it
website
n av i g at i o n
c l e a r ly
look
the
from
want
it
competitors
i n s p i r at i o n
looking a
make
section
t h at
their
the
shot
shows
to
similar
rebranding ple
NDY
consumer
Melody’s
to
I
ta r g e t
website
at
decided
pa r i s o n
the
a
to
sep
is
-
n av i
-
SHOP NEW IN INSTAGRAM | #MYMELODYUK
@MELOD
V IE W G A L L E RY
CONTACT
ABOUT US
RETURNS
TERMS & CONDITIONS
MY ACCOUNT
SIZE
PARTY WEAR
DYUK
E GUIDE
MAKE A PO ST Receive our newsletter to your inbox every week to see what’s happening and our latest deals! E M AI L A D D RESS.....
EMAIL: Keeping digital
in
can
be
designed
when
that
simplistic
,
of
the
be
clicked
email ple
with
I
it
on
bold
to
looked
in
some
promotion emails
party the
decided
to
I
as
point
across
go
think
.
a
know
wear
image
looked based
with
text
it
the
is
,
like and
based
. I
boldest
to
for
of
to the
exam
-
what
gathered
this
way
point
below
see
others
for
the
at
looks
designing
,
,
and
looking
links
Misguided
involved
competitors
.
method
brand
showing and
sent
website
when
. When
items
and
)
is
.
the
on
ways
button
costs
people
it
text
Melody’s
emails
were
and
great
as
for
methods
of
a
no
of
keep
glitter
view
into
or
will
used
Melody Couture. The
is
(new
several
be
palette
to
in
click
range
people
Pretty Little Thing
their
I
meaning
a
minimum
Essential
quickly
would
colour
is
most
with
expanse
the
the
this
has
same
designing
people
it
an
the
consistent the
as
reach
to
of
Melody
for
promotion
stuck
done
. Emails
Therefore
I
be
of
media
millions
can
can
on
and
. This
consumer
but
via
of
the
,
social
to
with
marketing
via
out
touch
were
that text
particular getting
a
.
http://Melodyconceptblog.tumblr.com
BL
OG BLOG: Melody the to
do
blog
be
posts
the
. The
most
page
the
layout
. Compared instead
If
this
blog
al
to
daily
keep
,
a
blog
on
there
your
posts
is
to
simple
,
readers for
be
,
and
the
just
to
Tumblr
on
post
of
was
checking
are
with
blog
recent
images
have
,
however
are
,
vague
and
it
hasn
. When
making
sure
’t
been
updated
running they
a
are
since
blog
it
is
interesting
2014
and
essential to
keep
.
amused
created
work
that
consistent
readers
I
currently
and
can
kept
new
the
I
knew
blog
also
original text
how
easy
see
links
Melody
blog
to
to
,
to
use
the
navigate
the
this
site
well
from
past
can
easily
see
. Users
Melody Store
one
is
more
and
visual
and
has
. running
consumed a
because
with
updates
,
a
the
.
couple brand
of
. You
blog want
posts
a
week
consumers
would
to
come
be
ide
back
-
Instagram and Facebook: As
a
to
getting
group
the
we
message
along
with
fact
that
it
an
is
After
tise on
all
agree
that
personality
of
target
platform
looking
a
at
was
consumer
their
,
Melody
for
some
taken
new
when
. By
website
to
,
making
or
the
audience ity
adding
in
the
example their ody
these
captions
to
been
products
manage
will
be
graphs tagram them
,
to
,
feel
not
what
their
will
post
on
these
promotions
that
cally post
to
reflect
graphs
and
with
brand
deliveries
their
to
save
or
,
when
it
comes
.
consumers
This,
and
is to
,
know
will on
most
a
beauty
the
onto
great
excite
,
and also
from
their
way
their
to
and
brands
,
popular to
quickly
much
to
nail
also
)
. Along
with
this
with
followers events
new
that
arrivals
date
.
in
feel
(Melody photo
-
Melody’s Ins-
post
,
making
these
Quiz
their
photo
would
would
may
types
quotes
customer
more
they
. An
customer
competitors
Melody
-
. If Mel-
customer
,
the
promoting
more
audience
to
.
for
inspirational
photographs their
show
the
to
individual
still
to
often
post
to
customer
. Melody’s
that
their
,
added to
up
circulate
images
be
brands
art
can
-
this
products
Melody
tag
songs
so
customers
level
,
brand
relate
fashion
two
feed
will
their be
images
pictures
other
reference
them
link
visit
or
to
adver
a
exciting
could
the
to
not
,
happening
putting
and
pages
to
things
intrigued
promote
that
captions
made
potential
). Campaign
personal
pictures
in
more
involve
a
full
add
be
and
basic
caption
asking
inspiration
brand
lyrics
by
and
particularly
only
audience
feed
very
shown
and
exciting
be
has
.
can
feed
may
Melody’s and
date
images
are
,
people
images
not
alternative
their
to
their
are
and
short
increase
. These
the
brand
stories
. This
an
place
customers
plain
Instagram. These
their
sometimes
listen and
vital
target
young
up
there
platforms
are
their
and
feed
,
customers
following
involved
images
its
are
onto
showing
involving
to
that
images
are
posts
of
also
and
is
their
involve
to
sales
this
shown
but
their
able
,
Select Fashion (amongst
and
the
at
keep
promotional
indicate
posts
and
decisions
description
and
look
has
pictures
of
images
to
. The
to
mostly
competitors
some
to
is
utilise
Currently, Melody’s Social Media Mostly,
platforms
across
Melody
Melody’s
of
products
website
Melody’s
media
brand
for
. Using Adobe Photoshop,
sales
social
the
inspiration these
and
the
important
can
typi
-
ideally
involved attend store
.
,
in
new
FACEBOOK MOCKUP
Our
purpose
into
a
more
research
CONCLUSION
end and
high
as
was
very
street
’s
Melody,
s i d e r at i o n
as
H o p e f u l ly
with
’s
,
was
conceptual useful
in
. We
to
look
order
did
this
o u s e lv e s
the
consum
. This
was
done
adjusting our
client
group
brand
needs
Moreover,
the
a
modern
a n a ly s i n g
consumer on
,
client
she
saw
the
needs
,
the
’s a
brand
l o ya
perspective vision
changes ours
b
and
we
on
h
h av e
the
co
change
to
re
on ow
e
the
market
to
the
her she
made
,
d ata
a
’s
ta k i n g
wanted
the
store
nsumers
our
higher client to
its
outlook
s at i s fa c t i o n
was
h av e
the
new
brand
we
a
Melody
whole
custumer
doing
to
from
bring
Melody
of
and
store
d ata
to
advertising
a lt y
e
-brand
conducting
mer y
appearance
. Collecting
king
by
the
reached
.
into
con
-
look
like
.
our
aime
to
’.
elizabet yordanova aamirah patel
Document
designed
by
AA M IRAH PATEL ELIZABET YORDANOVA
THE
BIBLIOGRAPHY
Ashley Lutz (2018, September 2014) Business
, This Consumer Trend Could Be Terrible
insider
For Fast Fashion Brands. Retrieved gence
from
https
://www.businessoffashion.com/articles/intelli-
/10-
trends
-that-will-define-the-fashion-agenda-in-2018
BBC NEWS ( 2 0 1 8 , O c t o b e r 2 4 ) D e b e n h a m s ‘ s e e k s
to
50
close
stores
’
in
radical
overhaul
’.
Business. Retrieved
from
https
://www.bbc.co.uk/news/business-45972428
Bloomberg(2013, January 31) The Top 20 Emerging Markets. Retrieved https
://www.bloomberg.com/news/photo-essays/2013-01-31/the-top-20-emerging-markets
Carsten Keller, Karl-Hendrik Magnus, Saskia Hedrich, Patrick Nava, (2014, September) McKinsey&Company, Marketing&Sales, https
from
and
Thomas Tochtermann
retrieved
from
://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/succeeding-in-
tomorrows
-global-fashion-market
Chow Sara (2018) Hong Kong: Fashionary, Fashion Business Manual: An
illustrated
guide
to
building a
fashion
brand
.
Donald R. Hornsby (Fall 2005) Vision, The Incredible Shrinking World, Retrieved http
from
://www.vision.org/visionmedia/reviews/global-issues-the-world-is-flat/167.aspx
Kasmira Jefford (2015, October 5) Cityam, High
street
chain
River Island
in
Fashion
as
sales
and profits fashion sales
soar
, Retrieved
from
http
://www.cityam.com/225794/high-street-chain-river-island-
-
-and-profits-soar
Mark Mobius.(2012).The Little Book
of
Emerging Markets: How
to
Make Money
in
the
Worlds
Fastest Growing Markets. Singapore: John Wiley & Sons. Melissa G. Carr (2014) New York: Fairchild Books, Fashion Entrepreneurship The product
The
, The
,
process
.
M e l o d y C o u t u r e ( 2 0 1 4 , S e p t e m b e r 1 8 ) I n s t a g r a m . https
plan
melodycoutureuk
. Retrieved
from
://www.instagram.com/melodycoutureuk/.
Melody Couture (2014) www.melodycouture.co.uk M e l o d y C o u t u r e ( 2 0 1 4 , A u g u s t 1 6 ) F a c e b o o k , R e t r i e v e d https
from
://www.facebook.com/melodycouture.co.uk/.
Naomi Pike (2017, April 7) Vogue, Rihannas Fashion Forays, Retrieved https
from
://www.vogue.co.uk/gallery/rihanna-fashion-collaborations-puma-dior
Rath, Patricia Mink (2012) New York: Fairchild Books, Marketing Fashion A Global Perspective
.
S h e f f i e l d C i t y C o u n c i l ( M i d 2 0 1 6 ) GOV , S h e f f i e l d ’ s P o p u l a t i o n , R e t r i e v e d https
://www.sheffield.gov.uk/home/your-city-council/population-in-sheffield.html-online
The Guardian, Rogers, S. (2016). The live
from
north
-south
pay
gap
:
what
do
people
earn
where
you
?.
Retrieved
from
Wikipedia (Last https
https
://www.theguardian.com/news/datablog/2010/mar/31/economy-economics
edited
2018, December 1) Milton Keynes. Retrieved
://en.wikipedia.org/wiki/Milton_Keynes
from
1. The Guardian, Larry Elliott-Economics Editor.(2018).Cities in north and ranks
Midlands
dominate growth measure:
Centre for Cities
Manchester number one for city centre growth and jobs. Re-
trieved from https://www.theguardian.com/business/2018/mar/21/northmidlands-england-jobs-growth
2. Farrow, F.(2013). Sparkle in time for Christmas!.[image on blog post].,retrieved from http://sparknewspaper.co.uk/lifestyle/sparkle-intime-for-christmas/.
3. Ottenberg, M.O. (2015). Rihanna stuns in a black and white picture. [FASHION GONE ROGUE]. , retrieved from T Magazine Style
4. Vecteezy,.Gold Vector Glitter Background. [Online image]., retrieved from https://www.vecteezy.com/vector-art/122498-gold-vector-glitter-background
THE
APPENDIX