Brand Analysis and Opportunity Report | Ana Luisa

N0827963 word count: 4315

contents

Ana Luisa brand analysis and opportunity report

brand analysis

market health

competitors

the opportunity

trends

the marketing plan

brand story

Ana Luisa was founded in 2019 with the purpose to ‘bring clarity to the jewellery industry’ (AnaLuisa, 2020). The founders had worked in the jewellery industry for many years and realised they did not agree with the practices. They left their jobs and created a brand with a ‘beautiful story from beginning to end’. Sustainability is at the heart of their company, using recycled materials, small batch designs ‘that are kind to the earth’ and ensuring that their business practices are always transparent. As well as being a brand that cares about the planet, they want their pieces to be suitable for everyday sophistication whilst enjoying luxury ‘without the excess’ (AnaLuisa, 2020).

brand philosophy

Collections are created by ‘obsessive purveyors of art and architectures’ as they use their skills to create jewellery that lasts. These collections are released in ‘limited-run small batches’ once a week to ‘ensure highest production standards’. All materials are from, where possible, recycled sources to create sustainable jewellery that doesn’t affect earth’s beauty. Lab grown diamonds are used as they are earth-friendly and traceable. As well as this, Ana Luisa do not outsource their plating in order to assure ethical working conditions (AnaLuisa, 2020). In order to complete their vision of being carbon neutral, Ana Luisa partnered with Cool Effect and contributed to the Tri-City Forest Project which focuses on preventing deforestation.

vision

To become the first direct-to-consumer jewellery brand to become carbon-neutral. 5

mission

Ana Luisa will create sustainable every-day jewellery accessible for all.

brand values Environmental consciousness

It is essential that Ana Luisa do not leave a negative impact on the world; physically or ethically.

Consciously beautiful

Not only do Ana Luisa want to create beauty, they want to do so without leaving a trace.

Make a lasting statement

Ana Luisa set out to create beautiful pieces that will become part of their consumers every-day wardrobe. They ensure that despite the frequency that they are worn; they last.

the ‘USP’

Affordable luxe jewellery with no carbon footprint.

marketing mix 11

product

Ana Luisa has a product portfolio of approximately 200 pieces. These pieces vary from Rings, Earrings, Bracelets and Necklaces as well as offering cases to protect the consumer jewellery. The materials are sourced from recycled sources such as previously owned jewellery and industrial metals. This method is used for both Sterling Silver and 14K Solid Gold. Diamonds are lab grown, in order to ensure the utmost ethical standards. Ana Luisa products are made to last a lifetime and advice is available to consumers about how to care for their pieces. Ana Luisaâ&#x20AC;&#x2122;s star product (See Boston Matrix: Appendix A) is their collaboration pieces. These are their best sellers, usually selling out very quickly and drawing attention to the brand. They are their high profit items and are not looking likely to decline soon.

million website visits

place

Ana Luisa operates with a business-to-consumer approach through their e-commerce website. Their website has a total of 1.49M visits with 60% of their visits coming from the USA. Despite the vast amount of visits, Ana Luisa have a very high bounce rate of 43% which shows that their website could improve (similarweb, 2021). Ana Luisa can also be found on their social media platforms such as instagram, facebook, pinterest and twitter. Customers are led to the website from these social media platforms in order to complete their purchases. Their headquarters is in Brooklyn, New York and they have craftspeople in Korea, Austria, Mexico and Southern China. All production processes are ethical as Ana Luisa ensures that they respect both the â&#x20AC;&#x2DC;craftspeople and the earth that made our jewellery possibleâ&#x20AC;&#x2122; (AnaLuisa, 2020).

website visits from the USA

promotion

Social media is the main place of promotional activity for Ana Luisa. They collaborate with many micro-influencers who get to pick a selection of items to review and then share with their followers on instagram and YouTube. YouTube has a large promotional value for Ana Luisa as 77% of social media directed traffic to the website comes from there (similarweb, 2021). Ana Luisa co-founder, Adam Bohbot, stated that every time a Youtube video was released mentioning a product, the ‘product on the website sold out’ immediately (Tribe Dynamics, 2020). As well as doing adverts with influencers, Ana Luisa has also collaborated with a select few influencers to create their own collection pieces. This has allowed the brand to develop genuine relationships with influencers which comes across to their audience (Tribe Dynamics, 2020). These collaborations have allowed Ana Luisa to ‘grow their brand awareness’ as they allow influencers to create jewellery that ‘represents themselves’ (See Appendix B). Ana Luisa took a risk in 2020 and launched Ana Luisa by You, a ‘community-driven collaboration’. As they strived to be more transparent they invited consumers to get involved in the entire manufacturing process. Over 30,000 individuals got involved and it has added a different angle to the usual influencer collaboration (A. Bezrukova, 2020).

£54 earrings

bracelets £57

necklaces £72

price

It is important to Ana Luisa that sustainability is accessible and therefore it’s vital that their prices are affordable (A. Bezrukova, 2020). In order to do this, they have stripped back their business model to bypass ‘the traditional broker, wholesale, retail markups’ (A. Bezrukova, 2019). The pricing architecture of Ana Luisa products is between £31 - £285 with the average price per product shown in Fig 1 (See Appendix C for further information). This pricing strategy appeals to Ana Luisa’s target market as only 20% of respondents from an independent survey were happy to pay over £100 for a new piece of jewellery (See Appendix D).

rings £55

FIG 1

2019

2020

market health

The worldwide jewellery market was valued at $229.3 billion US dollars and was forecasted to reach a value of $291.7billion US dollars by 2025 (Statista, 2020). Due to the COVID-19 pandemic, these forecasting figures are highly likely to be affected. Within the UK, the pandemic affected the luxury market as the public were less financially stable. This led to less extravagant purchasing and a drawback to purchasing essential items. The market size for jewellery has fallen approximately 1 million pounds between 2019 and 2020 (Mintel, 2020). Despite this fall, the jewellery market has been forecasted to ‘exhibit steady growth’ between 2020-2027 (Fortune Business Insights, 2020). Despite the effect on luxury purchasing, ‘demi-fine jewellery’ which is ‘good quality’ and ‘affordable’ has potential to fuel the jewellery market whilst the effects of the pandemic settle (Mintel, 2020). This is positive for Ana Luisa as they have a pricing architecture which features lower priced items as well as their more luxurious pieces.

market health

Another struggle for businesses within the COVID-19 pandemic is the closure of physical stores. Data from the Retail Monitor Report evidences that the jewellery industry had the ‘hardest hit’ as their revenue had dropped 65% between 20192020 (Amperity, 2020). Despite this, some retailers with a ‘direct-to-consumer’ business model are ‘thriving’ as they see ‘remarkable sales growth’ (Moore, 2020). This ability to be able to provide straight to their consumer from an e-commerce platform highlights the importance of having a strong online presence. This may explain one of the reasons why Ana Luisa has grown dramatically within the past two years. However, consumers do still miss the store experience of purchasing jewellery as they enjoy the ‘VIP treatment of a luxury purchase’ as well as being able to ‘try different items’ on. Many retailers are trying to recreate this online as well as investing in hygiene technology for when stores do reopen (Mintel, 2020).

market health

A major shift within the jewellery market is the move towards sustainability. There are ‘growing demands among consumers’ to be able to ‘make ethically sound choices’ when purchasing jewellery (Garrahan, 2020). This is due to the availability of information that ‘consumers have received owing to a trend that is based on ecological values and social ethics’ (Fettolini, 2018). Mintel supports this claim as it highlights ‘sustainability and ethics are top of mind for 55% of UK jewellery buyers’. This trend doesn’t only apply to independent brands as household name companies such as Tiffany, Cartier and Pandora have implemented plans to become more sustainable. Tiffany rose to 4th place in the Calvert Research and Management’s Annual 100 most Sustainable Companies in America as they launched their Diamond Source Initiative in 2019 (Ho, 2020). This move towards sustainability is the reason that Ana Luisa was created but nevertheless this creates more competition for them as a company.

M A

The perceptual map (See Fig 2) shows Ana Luisa’s competitors across the jewellery market. All of these brands are sustainable in their own way but the key was to understand who in the market has similar sustainability guidelines. The brands that are in black and surrounding Ana Luisa are their key competitors. These are key competitors due to their use of recycled materials and their influencer collaborations.

H IG

R DE NA

RY E L

The jewellery market is incredibly competitive with a vast amount of brands out there for consumers to choose from. There is a high threat of substitutes in the jewellery industry (See Porter’s 5 Forces: Appendix E). As Ana Luisa is in the sustainable segment of the market they are differentiating themselves from other brands. Despite this, there are other companies with similar business models and Ana Luisa need to ensure they’re competitive on price to keep consumers loyal.

MO N IC

KO O S

US SE S

MACHETE

BIRD CAT

MEJUR I

RECYCLED MATERIALS

competitors

VERAGE P R ER A I CE US E L ES S

E W EL 25

FIG 2

WILD FAWN

U SE

TAINABLE MATERIA LS

31 B ITS

A UIS AL AN

AVERAGE P ER RI OW

GL DN

mejuri

Mejuri is a Toronto based jewellery company that sells “fine and semi-fine pieces” made from ‘precious metals’ (Olson, 2019). They use a balance of ‘recycled and fairly mined materials’ in their jewellery and traceability is an important part of their business ethos (Mejuri, 2021). They do not use lab-grown diamonds like Ana Luisa but use ‘ethically sourced suppliers’.

They have a more accessible pricing architecture for those who want sustainable pieces without the luxury price tag. They do have higher priced items than Ana Luisa as they offer an ‘heirloom’ range with pieces up to £2300. Mejuri has two brick and mortar stores in Toronto and New York City. Mejuri’s mission is to have, ‘women embrace a daily dose of luxury’ as they strive to make luxury more accessible (Olson, 2019).

Monica Vinader

Monica Vinader is a British luxury jewellery brand that ‘celebrates individuality’. In March 2020, MV ‘transitioned to manufacturing’ all their jewellery from ‘100% recycled silver and gold vermeil’. They have been awarded the Butterfly Mark for ‘outstanding commitment to sustainability’ and are members of the RJC (Responsible Jewellery Council). Their main base is their office in Norfolk however all production takes place in India (MC, 2021). Their pricing architecture is different to Ana Luisa. They have a higher average price for their items and offer some pieces up to £3500.

They do have jewellery that is at a lower price point but it is still higher than Ana Luisa’s items. Similarly to Ana Luisa, they have done influencer collaborations with people such as Doina Ciobanu. They do have boutiques and retailers internationally which allow them to interact with their consumers as well as immersing their consumers in their brand. Their mission is to ‘bridge the gap between fashion and fine jewellery, creating beautiful and accessible pieces to fit the lives of real women’ (MC, 2021).

Wild Fawn Jewellery Wild Fawn Jewellery is based in South East London where all their jewellery is created. In order to remain sustainable they use ‘responsibly sourced materials’ and are a registered Fairtrade Gold business. When possible, they use recycled silver and all scrap materials are melted down to be used to create new pieces of jewellery. In addition to this, they are aiming to become carbon neutral as they reduce their footprint ‘as much as possible’ (WFJ, 2021).

They have a similar pricing strategy to Ana Luisa with high quality items at an accessible price. They have also collaborated with an influencer, Mira Lou, to create a collection mimicking her minimalistic style. Their mission is to ‘spread the word about ecofriendly, ethical jewellery that doesn’t need to cost the earth’ (Barnes, 2015).

trends

In order to understand the impact that trends have on the jewellery industry a PESTLE was created (See Appendix F). The most interesting and applicable trends from the PESTLE have been selected for the report.

An exciting innovation to have come from the macro sustainability trend is lab-created diamonds. These are ‘often indistinguishable from natural diamonds’ and therefore are expected to become ‘more common’ in the future (Statista, 2020). This segment of the market is ‘increasing by between 15% and 20% annually, according to the AWDC report’ (BBC, 2020). Lab created diamonds are ‘chemically, physically, and optically’ the same as those ‘grown beneath the Earth’s surface’. They are created inside a lab using ‘cutting-edge technology’ that essentially replicates the ‘natural diamond growing process’ (Clean Origin, 2021). Michael J. Kowalski, former Tiffany chief executive, stated, ‘few industries in the world have a larger environmental and social footprint than mining’ (Kowalski, 2015). Therefore showing how lab-created diamonds can have a huge impact on the environmental repercussions of the jewellery industry. The GIA, the ‘world’s foremost authority on diamonds, coloured stones and pearls’, published its first lab-grown diamond report in 2020 (GIA, 2021). GIA initially graded lab-grown diamonds on a wider scale than natural diamonds but has now upgraded to using the same scale for both (Mintel, 2020).

lab grown diamonds

In 2018, a Pew study found that 35% of Generation Z know someone who identifies as non-binary evidencing the increasing normality of gender fluidity in society (MOF, 2020). Men have always worn jewellery such as ‘rings’ and ‘plain gold chains’ as a fashion statement (Grand View Research, 2019). However, 2020 has seen a shift in the behaviour of men’s jewellery. As the lines between ‘menswear and womenswear become increasingly blurred’, the fashion industry is changing. Jewellery is following the fashion industry as they remove the ‘concept of gender’ in the ‘creative process’ to reveal a whole new ‘category of jewels’ that ‘mirror the fluid world around us’ (Roberts, 2020). Some creatives compare this to movements that have happened in previous decades such as the punk or grunge scene. This is due to gender fluidity becoming more mainstream as it gets more widely discussed amongst Generation Z (Socha, 2020). According to Lyst, searches for ‘mens jewellery has increased 23%’ in comparison to 2019 with bracelets coming top of the category (Bramley, 2020). The trend may have been driven by the surge in media attraction in male celebrities wearing genderless clothing and jewellery. Timothée Chamalet and Alessandro Michele are rarely seen without multiple pieces on at once. Harry Styles is known to be a style icon who has ‘no interest in traditional gender norms’ (Vogue, 2019). Styles, made the top of the Lyst’s Power Dressers list and is the first male celebrity to do so (Lyst, 2020). Having made the top of this list, it is evident that genderless identity is making it’s way across all industries and is being accepted. This may have paved the way for men to be more free with their jewellery choices and therefore inspired this trend. Ana Luisa have found that they are gaining ‘more and more men clients’ as some of their styles are ‘considered unisex’ (See Appendix A).

genderless

experience

Experiential retail is not a new trend but it is still important to consumers as it allows them to ‘immerse themselves’ in the ‘culture of the brand’ (Trend Monitor, 2020). Consumers are placing more emphasis on culture rather than products so it’s important that brands are reacting to this with events and promotions (Faulkner, 2020). This has led to many jewellery brands developing their stores to be more than just a place of purchase for example piercing studios and coffee shops (MOF, 2020). COVID-19 halted all experiential retail as non-essential stores in the UK as well as many other parts of the world were closed. The pandemic has had an effect on the public’s confidence in stores to be a place of safety. Due to this, the jewellery industry has seen a change in their customer service training to communicate a ‘smooth [and safe] experience for customers’ whilst they adjust to being back in stores (Khandelwal, 2020). A mintel study shows that a percentage of consumers will be happy to shop in store as long as certain methods such as PPE and thorough cleaning are in place (Mintel, 2020). The pandemic is going to change the way that stores use experiential retail in the future. This includes safety aspects as well as managing consumer expectations. However, as restrictions are lifted it is predicted that consumers will see shopping in a different light. As shops have been closed for a large portion of the pandemic, brands have a chance to reinvent the way that their stores are used. Consumers returning to the retail environment will be looking at shopping as a ‘destination experience’ rather than a place to purchase essential items (Gilliand, 2021). Therefore, brands that are able to create a covid-safe environment as well as having experiential factors will set themselves apart from other retailers (Atherden, 2021).

the opportunity

It is evident that there are areas of opportunity for Ana Luisa to expand their business and consumer base. The gender neutral trend fits perfectly into the Ana Luisa portfolio as they can create simplistic and beautiful pieces tailored at both men and women. Although this is a different type of collection to create, it is not going to be challenging in terms of their supply chain and manufacturing as that is already set. This type of collaboration would show that Ana Luisa respects gender fluidity therefore setting themselves apart from other companies. As Ana Luisa’s ‘star’ products are their collaboration pieces it makes sense for any large future collections to be intertwined with an influencer. As their collaborators’ followers would be exposed to the brand there is potential for Ana Luisa’s consumer base to grow. Taking all factors into consideration, the best opportunity for Ana Luisa is to create a gender neutral jewellery collection in collaboration with an influencer such as Ryan Clark (@ryanstylesnyc). This ten-piece collection will be created alongside Ryan and the design process will be fully documented for both Ana Luisa and Ryan Clarks’ social media platforms. It will include a range of items from necklaces to bracelets. The idea behind the collection is a group of simply beautiful pieces that can seamlessly paired together to suit many styles. Following this collection, a marketing campaign will be created in order to increase engagement with the brand and potential consumers.

189k male

38%

62%

female

insta followers

2.21%

90%

engagement rate of insta followers have less than 1500 followers

the collaboration

Ryan Clark has been chosen for this collaboration for many reasons. As a male micro-influencer he has a great bond with his audience and doesnâ&#x20AC;&#x2122;t filter his content as much as larger influencers may do. He has a good engagement rating with 65% of his audience interacting with his posts (See Appendix G). He is also NYC based meaning that the collaboration meetings could be in person and therefore filming can be more creative. Naturally, it is essential that the influencer is interested in jewellery and it is evident that Ryan is as he confidently wears many different pieces. Ryan is also happy to use his platform to discuss topics such as voting in the presidential election and wearing your mask during the pandemic. This shows he is not going to shy away from collaborating on a gender neutral collection as he is happy to stand up for what he believes.

This moodboard shows the inspiration behind the collection. Neutral, earthy tones will be used in the jewellery to highlight Ana Luisaâ&#x20AC;&#x2122;s sustainable ethics. In addition to this, you can identify the stackable elements of the pieces which is a key factor in the collection. There is a man styled with a vintage old camera which underpins the classic side to the pieces. Although there will be some more interesting items there will be the core, classic, canâ&#x20AC;&#x2122;t-gowrong pieces too.

the bare collection The proposed collection will be named â&#x20AC;&#x2DC;The Bare Collectionâ&#x20AC;&#x2122;. It has been named this as the jewellery is designed to encourage people to reveal their true selves and experiment with jewellery. This collection will be very minimalistic and therefore the imagery will mirror this. The imagery used will also be focused on bare skin and the way that jewellery stands out against the models chest, neck etc. The slogan for this campaign that will also be used as the hashtag for the collection is #beyou. This hashtag has been chosen as it embodies the ideas behind the collection as well as being an invitation for consumers to share their images of their favourite Ana Luisa pieces.

be you

use of influencers As previously discussed, Ana Luisa gains most of their consumers through social media adverts with micro influencers. Therefore, in order to gain the attention that this campaign deserves Ana Luisa will partner with up to 20 small influencers. These influencers will be gifted a few items of the new collection and be asked to share this on their instagram stories and/or youtube channel. There will be strict guidelines in place of what needs to be stated within these videos but the influencer will be given creative freedom outside of these guidelines. Following this, there is an outline of the brief that will be sent out to all influencers to ensure that they upkeep Ana Luisaâ&#x20AC;&#x2122;s values during their advertisement.

INFLUENCER BRIEF

Influencer Brief Campaign Overview: Ana Luisa was founded in 2019 with the purpose to bring clarity to the jewellery industry. Sustainability is at the heart of the company, using recycled materials and small batch designs to ensure that they are kind to the earth. Whilst Ana Luisa concentrate on sustainability they also create unique and affordable pieces of jewellery for all to enjoy. With that in mind, this collection (‘The Bare Collection’) is in collaboration with our first male influencer @ryanstylesnyc. It has been created to encourage self expression and the growing acceptance of gender fluidity. Campaign Objectives: The objective of this campaign is to raise awareness about The Bare Collection as well as informing viewers of Ana Luisa’s values around gender fluidity.

INFLUENCER BRIEF

Mandatories: - Make sure that all imagery used is clear. - Must disclaim that this content is sponsored by adding a #ad or #sponsored in the caption and on the instagram stories. - Ensure that all guidelines set for you by Ana Luisa have been followed. - The success of this campaign will be measured by the amount of likes, comments, views and clicks on the link. Attachments: - Creative Mood Board to get an understanding of the campaign. - FTC Disclosure to sign. - Contract including the video usage rights and exclusivity terms to sign.

Creative thought-starter: Style the pieces however you would initially decide to wear them. Be true to yourself, don’t do what you think we want you to do. Style them how YOU want to. Influencer to do: - Discuss The Bare Collection and the reasons why Ana Luisa have created it. - Mention Ryan Clark and link his instagram @ryanstylesnyc in the bio. - Show the pieces being worn on you and discuss what you like about the pieces. - Ensure that the pieces are shown for at least 20 seconds in an instagram story and at least 40 seconds during a youtube video. - Encourage viewers to check out the website and check out the collection. - Include the hashtag: #beyou Influencer do not do: - Do not say anything negative about the pieces. If there are any issues please contact press@analuisa.com. - Do not use profanity. - Do not incorporate any other sponsored messages in the youtube video or instagram stories.

These are a collection of mockup instagram stories that have been created in line with the brief on the previous page. These demonstrate the simplicity that we want with also a touch of that creativity that will differ between influencers and what their audiences like.

social media content Aside from collaborating with influencers, Ana Luisa will be putting out their own imagery leading up to the launch of the campaign. This needs to be interactive as itâ&#x20AC;&#x2122;s important that the Ana Luisa customer is excited to see and purchase the launch. Therefore, posts such as countdowns to raise anticipation as to who the new collaboration is going to be with and sneak peaks of new items. Ana Luisa will be posting across all of their social media platforms with a heavy focus on Instagram and Facebook. Ryan Clarkâ&#x20AC;&#x2122;s upload schedule will be factored into the Ana Luisa schedule so that both audiences know who the collaboration is with at the same time. This will also allow for followers to have a chance to look at the others social profile and get an understanding of the collection. These posts will begin a month before the collaboration is launched. Once the collection is launched there will be a change on the homepage of the website so that the collection is obvious to those using the website.

Instagram stories to be uploaded by Ana Luisa 55

Ana Luisa website page on the day of the collection launch. 57

pop up store

Once the collection has been launched, Ana Luisa will be running popup stores in Soho, New York City with appearances from Ryan Clark. These pop-up stores will run for one week and will ensure that they are fully COVID-19 safe with all guidance being followed. The pop-up stores will allow consumers to interact with the brand in a way they never have done before. The store will be running events that can be signed up to in advance with talks about sustainability, fashion, jewellery etc. In addition to this, consumers will be able to book styling sessions with an Ana Luisa stylist. This will give the consumer the opportunity to try on different items, understand how the pieces are created and get advice on how to style them for different occasions. In order to raise awareness of the pop-up stores Ana Luisa will be posting across all of their different social platforms as well as sending emails to existing customers. As well as this, Ana Luisa will be hiring these stores for an added week so that in the lead up to the store being open they can use visual merchandising to gain interest (See Fig 3 for inspiration).

FIG 3

references

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references

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Griffiths, M., 2021. Layered Necklace [photograph]. Bristol.

Ana Luisa, n.d. Ana Luisa Adam Jewellery. [image] Available at: <https:// cdn.shopify.com/s/files/1/2579/7674/products/AnaLuisaJewelryNec klacesChainNecklaceCurbChainNecklaceAdamBoldGoldSmall.._9ed 8c7b9-3057-4f88-9665-16e5ff5af7db_1080x.jpg?v=1606141249> [Accessed 30 January 2021].

Griffiths, M., 2021. Layered Necklace 2 [photograph]. Bristol.

Griffiths, M., 2021. Earring Stacking [photograph]. Bristol.

Ana Luisa, n.d. Ana Luisa Gold Twist Ring. [image] Available at: <https://cdn.shopify.com/s/files/1/2579/7674/products/ AnaLuisaJewelryRingsGoldTwistRingRopeSlim._1080x. jpg?v=1596125559> [Accessed 30 January 2021].

Ana Luisa, n.d. Ana Luisa Gold Twist Ring. [image] Available at: <https://cdn.shopify.com/s/files/1/2579/7674/products/ AnaLuisaJewelryRingsGoldTwistRingRopeSlim..._1080x. jpg?v=1596125559> [Accessed 30 January 2021].

image references Ana Luisa, n.d. Ana Luisa Bracelet Poetry Bold. [image] Available at: <https://cdn.shopify.com/s/files/1/2579/7674/products/AnaLuisaJe welryBraceletChainBraceletLinkChainBraceletPoetryBoldGold_74b1 2ad3-cdc1-47fb-9792-e2792574a9a0_1080x.jpg?v=1604674712> [Accessed 30 January 2021].

Ana Luisa, n.d. Ana Luisa Michael Bold Small. [image] Available at: <https://cdn.shopify.com/s/files/1/2579/7674/products/AnaLuisaJewel ryBraceletsChainBraceletCurbChainBraceletMichaelBoldSmallGold.._94 c41dbe-296c-454c-b5fc-4d916c865e64_1080x.jpg?v=1606141297> [Accessed 30 January 2021].

Ryan, J., 2016. Retail Window Design. [image] Available at: <https:// foundiid.com/retail-window-design/> [Accessed 30 January 2021].

visualmerchandisingdaily, 2019. Massimo Dutti Mesh Netting. [image] Available at: <https://www.instagram.com/p/ BxVEXoxnZvY/?utm_source=ig_share_

Ana Luisa, n.d. Ana Luisa Michael Bold Small. [image] Available at: < https://cdn.shopify.com/s/files/1/2579/7674/products/ AnaLuisaJewelryNecklacesChainNecklaceCurbChainNecklace AdamBoldGoldSmall..._1080x.jpg?v=1606141249 > [Accessed 30 January 2021].

LOW

RELATIVE MARKET GROWTH

HIGH

APPENDIX A BOSTON MATRIX

LOW

This Boston Matrix shows how Ana Luisa’s products fit into the axis of relative market growth and relative market share. Ana Luisa’s ‘dog’ is their jewellery case as they have a low relative market growth and market share. They also make less profit for the company in comparison to other products.

adjustable rings

collaboration pieces

The cash cow is their collection of bracelets. This product is a cash cow as lots of people are buying the products available however the demand for this product category is not growing. It is still creating a high profit for the company. The question mark for Ana Luisa is their range of adjustable rings. This is a growing market as the COVID-19 pandemic has stopped shoppers being able to try on rings in-store and has led to an increase in online shopping. This range ticks those boxes as consumers can purchase without worrying about sizing. There is a potential for this range to be developed and create more profit. Ana Luisa’s star ranges are their collaboration pieces. These are best sellers, usually sell out very quickly and draw attention to the brand. These are the high profit items and they are not looking to decline soon.

jewellery cases

bracelets

RELATIVE MARKET SHARE

BCG-growth share matrix 2021 (Own Model). Jackson, T. and Shaw, D., 2010. Mastering Fashion Marketing. 1st ed. Basingstoke: Palgrave Macmillan, p.305.

HIGH

APPENDIX B

No ethics form was completed however as this was a response over email the respondent gives automatic approval.

APPENDIX C

AVERAGE PRICE CALCULATIONS

APPENDIX D

PRIMARY RESEARCH SURVEY (FOR POSTER INSIGHTS)

APPENDIX E PORTERS 5 FORCES MODERATE Bargaining Power of Suppliers: The bargaining power of suppliers is a moderate threat to Ana Luisa. They have built connections with their suppliers as they have supported them and their local communities. There are other companies that may contact them with an interest in using them as their supplier but the trust built between Ana Luisa and them should stand. Threat of Substitutes: There is a high threat of substitutes in the jewellery market. Ana Luisa is in the sustainable jewellery market and there are a lot of other options for consumers. Ana Luisa is competitive in price and this should keep consumers loyal.

HIGH

Bargaining Power of Buyers: Buyers have a high bargaining power in this market. As there are many competitive companies there is a lot of choice for consumers. As a B2C brand, Ana Luisa, is selling direct to customers at a better price which may deter them from buying from retailers. There is a growing demand for sustainable jewellery meaning that customers may stray from larger brand. Threat of New Entrants: There is a high threat of new entrants into the market as there are many smaller, independent brands. Therefore, there is lower brand loyalty as many brands other similar items. Industry Rivalry: There are a large number of industry rivals meaning there is a high threat. There is a lot of choice for consumers and Ana Luisa needs to set themselves apart from them in order to thrive. Their sustainable practices and pricing architecture should support them in this.

HIGH Porterâ&#x20AC;&#x2122;s 5 Forces 2021 (Own Model). Jackson, T. and Shaw, D., 2010. Mastering Fashion Marketing. 1st ed. Basingstoke: Palgrave Macmillan, p.303.

APPENDIX F PESTLE Political: Since the beginning of Donald Trump’s presidency the US and China have been in a ‘fractious dispute over trade’. This is due to Trump accusing China of ‘unfair trading practices’ and ‘intellectual property theft’ during his campaign in the 2016 presidential election (BBC, 2019).As a US business, Ana Luisa will be affected by the US-China trade war. During August 2020, China announced that they will be imposing additional tariffs to US imports. This increase in trade tax will affect many businesses that get any supplies from China as they will have to reassess their suppliers. According to the Jewelers of America, ‘retailers could face further tariff increases if the US and China fail to reach a deal’. This uncertainty can negatively affect businesses with small/ new businesses seeing the worst effects (Jewellery Net, 2019). In 2021, Joe Biden has become the next president of the US and therefore there is an added level of uncertainty as to how the trade deal between China and the US will be completed. Economical: Corporate Social Responsibility is an essential part of most businesses around the world. Mintel discovered that ‘58% of people now want to see jewellery and watch retailers give back to communities by donating proceeds to charity’ (Mintel, 2020). This shows that ‘customers expect nothing less’ than a brand being connected to a charity (Forbes, 2019). There has been a shift in consumer behaviour from consumers ‘donating money directly to causes they care about’ to consumers wanting ‘to give back through where they shop’ (Forbes, 2019). This has been evident within the past year as both the coronavirus pandemic and the black lives matter movement has inspired brands to raise money to support charities. Social: An important social factor that is affecting the entire fashion industry is the growing acceptance of gender fluidity. A 2018 Pew study found that 35% of Generation Z know someone who identifies as non-binary evidencing the increasing normality of gender fluidity in society (MOF, 2020). Although, traditionally, it has been normal for men to wear jewellery it has become much more accepted during the past few years. Celebrities such as Timothée Chamalet and Alessandro Michele are known for their love of jewellery and fluid styles. Harry Styles is known to be a style icon who has ‘no interest in traditional gender norms’ (Vogue, 2019).These celebrities have led the way for young men in society to feel more comfortable using jewellery as a medium to express themselves.

Technological: Technology is being used to transform traditional jewellery processes into more sustainable practices. Historically, mining is known for ‘human exploitation’ and having a ‘negative effect on the environment’. As consumers know more about the industry they are becoming more concerned with it. Technology has allowed the jewellery industry to create lab grown stones which are a ‘valid alternative to ethically-dubious mined stones’. Leading traditionalists in the industry are beginning to use this method of creating stones and as the technology in this area gets more complex it will have a substantial effect on the way that jewellers create their products (TranslateMedia, 2018). Legal: Due to the coronavirus pandemic there are numerous law changes being made to protect businesses and their employers. There is a legal responsibility as a business to ensure that you are following the correct rules and look after staff. It is essential that all companies complete a ‘risk assessment’ to ensure that everything is covid secure. If you get the rules wrong, you ‘could be fined’ so it is important to ensure that all rules are followed (PolicyBee, 2021). Environmental: The jewellery industry has evolved when it comes to their environmental actions. There have been many initiatives created to ‘police sustainability in a more credible way’ such as certification schemes. These schemes ensure that the local communities and workers are not being exploited. There are different schemes for different countries and many are mandatory for example the Dodd-Frank act in the US. Both bigger brands and smaller brands have a responsibility to be sustainable however bigger brands usually come under ‘greater scrutiny’. Smaller brands are often able to have a closer relationship with their suppliers which leads to them being able to create easier changes. Larger corporations have an extremely complicated supply chain so it is a larger task to police (TranslateMedia, 2018).

APPENDIX G

SOCIAL MEDIA AUDIT REPORT