CONTENTS
Ella Josey Word Count: 3,256
1. Brand MISSION and essence 2. Ethics clause 3. Methodology 4. History 5 – 9. Research results and brand health 10. PEN PORTRAIT IMAGES 11. PEN PORTRAIT: PEOPLE 12. PERCEPTUAL MAP UK 13- 14. PERCEPTUAL MAP ANALYSIS 15. Perceptual map us 16-17 Perceptual map analysis 18. Social media 19. British creativity 20-21. uk macro trends 22-23. us macro trends
CONTENTS 124. Uk swot 25.Us swot 26-27. uk pestle 28-29. us pestle 30. Ansoff matrix 31. Creating a plan: us 32-35. The marketing mix and us entry plan: product 36-40.THE Marketing mix and us entry plan: place 41-43. THE MARKETING MIX AND US ENTRY PLAN: PRICE 44-47. The marketing mix and us entry plan: promotion
I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. Signed (student) ……………Ella Josey………………………………
BRAND MISSION:
‘WITH BRITISH CREATIVITY AT OUR ROOTS AND SELF EXPRESSION IN OUR HEARTS OUR MISSION IS TO INSPIRE YOU TO TAKE PRIDE IN EVERYTHING YOU ARE AND ALL YOU ASPIRE TO BECOME.’ – ILLAMASQUA 2016
1.
METHODOLOGY
METHODOLOGY
TO IDENTIFY ILLAMASQUA’S LEVEL OF COMPEITITVENESS IN THE MARKET, ESTABLISH A RATE OF CONSUMER AWARENESS AND THE SUSTAINIBILITY AND LONGJEVITY OF THEIR GROWTH. WHILE IDENITFYING THE CONSUMER AND THEIR NEEDS. QUANTITATIVE: SURVEY MONKEY 99 RESPONDENTS QUALITATIVE: IN DEPTH INTERVIEWS, 10 RESPONDENTS
2.
2016
3.
2008
2010
Julian Kynaston founded Illamasqua
Joseph Corre, son of Vivienne Westwood and L’agent Provocateur creator joins the brand
2011-2012 Illamasqua ventures into Dubai and Australia
The Brand now has over 58 stores and is deemed the fastest growing makeup brand in history
RESEARCH RESULTS AND BRAND HEALTH
4.
KEY RESEARCH RESULTS: EXTENT OF COMPETITION AND PERCEPTIONS
70% of respondents said that they buy most of their make up from Superdrug/Boots. This suggests that there is still a very large and thriving market for low end makeup.
5.
KEY RESEARCH RESULTS: AWARENESS
72% of respondents had never heard of the brand. This shows that despite Illamasqua’s strong growth, awareness in the UK is still low.
6.
KEY RESEARCH RESULTS: USAGE Only 4% of respondents had ever purchased a product from Illamasqua.
This is weak considering that 27% of respondents showed brand awareness when previously asked ‘Have you ever heard of the brand Illamasqua.
This shows that Illamasqua may have weak marketing or fail to compete in the saturated UK makeup market. 7.
8.
OUR UK CONSUMER
David
Rachel
David is 25 and lives in central London
Rachel is 22 and lives in Brighton, she works weekends in a vintage store while studying for her degree at Brighton Institute of Modern Music.
He has a degree in fine art but recently re-trained to be a graphic designer.
Rachel’s favourite brands are skinny dip and Cyberdog.
She has recently become vegan but occasionally has cheat days – although she rules to never shop from a brand who test on animals In her spare time Rachel will go for dinner with friends or go to low key festivals to check out upcoming artists. In the evenings she loves to go out clubbing.
9.
He believes in the fluidity of gender and defies social construct through his creative use of fashion and makeup. David is addicted to coffee, but will never go to Starbucks, he supports the local independent coffee shops in his area, and loves to shop vintage. His style is eclectic and retro, and he takes inspiration from the 80’s with the bold colours and dramatic silhouettes.
High Price
Illamsasqua's UK main competitors
High Fashion
Functional
10.
Low Price
ANAYLSIS OF UK PERCEPTUAL MAP: COMPETITORS CURRENT UK POSITION: What does this level competition mean Illamasqua? MAC – a growing and highly successful brand. The products feature different product ranges but Mac offer some of Illamsasqua's products e.g. Blue and purple lipsticks while still selling colours perceived as ‘normal’. Therefore catering to a much larger target market and suiting more consumers.
Urban Decay – Urban Decay again, cater to a much larger audience with their product range by selling both creative and subtle products, while not as popular as Mac, they still maintain a leading foothold in the market through their eyeshadow palettes.
Current UK Position:
11.
ANAYLSIS OF UK PERCEPTUAL MAP: COMPETITORS WHERE COULD THEY POTENTIALLY POSITION THEMSELVES: MAC and Urban Decay are more established than Illamasqua in the UK market. The quantitative survey results even state that 72% of respondents had never heard of Illamasqua. Only 4% of respondents said that they had ever bought a product from the brand, despite 27% of respondents showing brand awareness. This may be due to the high prices they charge – higher than competitors Mac and Urban decay. A lipstick for Illamasqua average’s around £19.50 while Mac and Urban Decay’s are both £15.50. When asked, 60 % of respondents admitted that £15-20 is the most they would ever spend on a lipstick. If Illamasqua lowered their prices to the that of just under Mac and Urban decay’s they could gain some competitive edge.
Where they could position themselves in the UK:
12.
US PERCEPTUAL MAP
High Price
Illamsasqua's US main competitors
High Fashion
Functional
13.
Low Price
US PERCEPTUAL MAP: ANAYLIS MAIN US COMPETITORS: As you can see from the circled main competitors in the perceptual map, the US market for creative yet high priced products is more saturated than the UK market. We see the emergence of some new brands that do not compete in the UK market enter into the equation. Lipstick queen, Jeffree Star Cosmetics and lipstick queen. Kylie Jenner Cosmetics have also recently started a small range of metallic colours in blue, purple and black, which could potentially be a strong influencer in this market due to her strong social media following, her influence being a current and leading celebrity.
This could be a positive sign for this market segment, as although customers will seek to by her products, not her competitors, Kylie Cosmetics are often hard to get hold of and don’t offer a wide selection of products, so customers may be forced to shop elsewhere to stay ahead with the latest makeup trends.
14.
US PERCEPTUAL MAP: ANAYLIS MAIN US COMPETITORS: Lipstick Queen – A concession based brand selling a very similar product range to Illamasqua, ‘Lipstick Queen’, have been present in the US market since 2006 so are well established brand. However, a lipstick can fetch from $25 dollars upwards. Only 5% of consumers said they would pay this amount on my quantitative survey. This potentially gives Illamasqua edge over Lipstick queen in the US market despite their strong current presence in the US market. Jeffree Star Cosmetics – Jeffree Star is a popular drag queen in the US who has launched as cosmetics range very similar to Illamsasqua's in colour and price. As we know from the rise of hit US TV shows such as ‘Ru Paul's Drag Race’, drag queens are now often idealized and adored by many American’s. The Brand also sells extremely pigmented products and is a YouTube review sensation with bloggers, who often rave about the quality of the products. However, Jeffree star cosmetics, alike Kylie Cosmetics - creates popularity through scarcity, and the products are often hard to get hold of. This often creates a sense of want with consumers but leaves a gap in the market for Illamasqua in terms of convenience buying.
15.
SOCIAL MEDIA The social capital of Illamasqua is weak compared to its competitors. Leading market competitor MAC has a following of 9.7 Million on Instagram, while its other competitor as identified on the perceptual map, urban decay have a following of 5.4 million. Statistics from IMBUE Marketing tell us that: ‘A person is 47 percent more likely to buy something from a brand he or she follows.’ – pcmag.com 2012
16.
17.
UK MACRO TRENDS Online sales “15.2% of all retail sales were online in the UK and this means that on average UK consumers spent £1,174 online in 2015” –Econsultancy.com 2015. This is positive for Illamasqua as it gives them another channel to make sales and also encourages impulse purchase.
Decline in savings and Disposable Income: “Weak pay growth, a drop in savings, and higher prices weighed heavily on family budgets in May 2016, - Survey, Markit, TheGuardianBusiness May 2016 18.
This means that families won’t have as much disposable income, meaning they are less likely to buy non-essential goods such as makeup.
UK MACRO TRENDS
“Experience Economy” “We increasingly see a trend for consumers to spend more on experiences rather than on products,” - Kevin Jenkins, the UK and Ireland managing director of payment card group Visa Europe. - The guardian Business May 2016
This suggests Illamasqua will lose sales to those brands who offer the ‘makeover experience’ such as MAC who offer this service when you purchase a voucher.
19.
US MACRO TRENDS Self confidence: “Americans are five times more likely to be more confident than Brits” Chahal 2014, marketingweek.com This shows that the American consumers will be more confident in wearing unusual styles, therefore there is way more opportunity to make sales.
A culture of saving:
“There is an eery stillness in American retail that doesn’t quite add up with the relative stability of the country’s economy.” - Business of Fashion 2016 This is negative for any brand hoping to enter the US market as it means that American consumers are adopting a culture of saving. A decreased spenditure rate means that non essential items such as makeup will not be purchased, making it hard to establish a foothold in the US market.
20.
US MACRO TRENDS Quality over Quantity:
“A certain set of consumers — perhaps those with more expendable income — are wedded to buying fewer items of higher quality”– BOF 2016 This may pose a threat for Illamasqua who currently operate in a middle market. In order to meet this need Illamasqua should become more upmarket upon their entry into the US and subsequently raise their prices, convincing the consumer their items are of high quality and are lasting.
Experience Economy
“Consumers have shifted their spending from things to experiences. As a whole, the customer is more discerning about how she spends”– Burke, BOF 2016 This could pose as a potential opportunity for Illamasqua instead of a threat. Illamasqua will need to adjust their service when entering the US market to meet the US consumer’s need for experience. Offering makeover sessions and launch parties, sponsoring events and pamper day’s will meet the consumers need for experience and will encourage them to part with their money.
21.
UK
S
- Illamasqua have a clear niche which set them apart from every other brand in the UK market
- They are the market leaders for creative makeup
W
O
-Illamasqua operate in an unfavourable middle market between luxury and value.
-The rise of e-commerce and globalisation allows for global sales
- Poor longevity. Arty makeup is not a sustainable trend, and could suddenly go out of fashion
-Emerging markets, e.g. Growth of fantasy and expression such as anime dress up.
T Highly competitive and saturated market -The constant improvement in technology means that only big budget brands can stay ahead.
Effect on Illamasqua: -Market leaders - allows them first mover advantage, meaning they beat competitors by capturing the early adopters. -Their clear niche means they will always make sales from a group of subcultures which mainstream competitors will never capture. -The quick success of the brand may mean new brands will copy, suggesting that in the future they may no longer have a niche.
22.
- My qualitative research suggests that consumers would rather “invest in a really nice piece of makeup or get something cheap�. Meaning the middle market for makeup is weak. The brand may need to adjust their placement in the market to increase sales further. - The rapid growth of the brand highlights the popularity of the current trend of art based makeup, however it also suggests that it will quickly go out of fashion.
-The emerging markets of fantasy & expression provides potential for extra sales. E.g. Sponsoring Comicon and selling pop up products will increase brand awareness and sales. - E-commerce - now a great platform to sell to countries without a virtual presence. This increases sales and is a cheaper alternative to running stores, therefore profitability is higher.
-High levels of competition results in lower demand, with increasing competitors it may be impossible for brands to capture consumers in the future. -With constantly evolving technology, smaller, younger brands such as Illamasqua struggle to stay current with smaller budgets. Eg. Boots skin match technology. The threat is that they could look outdated and this will dampen the cool brand image.
USA
S
-European and British born brands are often idealized in the US and this is a great niche and selling point for Illamasqua
W Weaknesses - Department stores in America are decreasing in popularity
O - Large country, therefore plenty of expansion space in the same market and larger scale channels of brand awareness
T Threats Highly competitive makeup market – similar premium brands and products available for better value.
Analysis British culture provides selling point for Illamasqua. American’s love the idea of British heritage and tapping into this would create a strong brand identity that would set it apart from its fierce US born competitors.
23.
A great entry point before the large investment of standalone stores for Illamasqua is concessions. However the decrease in popularity in US department stores suggests that they are becoming outdated which could reflect badly on the brands they sell.
Marketing to a larger country means it is cheaper to expand brand awareness. E.g. TV promotion – shown to the whole country watching the channel, a much larger proportion of consumers given awareness at one time than in the UK.
Illamasqua could lose out on sales to cheaper, more established competitors. Perhaps the US is already too saturated in creative make-up for Illamasqua to achieve success. If Illamasqua want to succeed they may need to adapt their product range or market/angle a different niche.
UK PESTLE P – EU Referendum – If the UK vote ‘Out’ of the EU then this will effect: -Trading Laws -Create barriers - quotas taxes and tariffs may be imposed
E – The UK is in the recovery phase of the economic cycle.
S- People are becoming increasingly liberal and aware of the changing times. Affecting attitudes towards -Gay/Lesbian, gender neutral, and Transgender.
24.
Effect On Illamasqua:
P – If these taxes are imposed then Illamasqua may be forced to make cuts e.g, marketing budgets, which may weaken consumers perception of the brand, either find cheaper sourcing, which may force the brand to act unethically, with or may be forced to increase their prices which may reduce their competitively in Europe. If they do not raise their prices then they may will make a lower level of profitability.
The recovery phase means that people are starting to have more disposable income to buy non essential items. The latest available household expenditure reports from FactMint tell us that “UK households spent an average of £531 a week in 2014. This is up from £507 in 2012 and £524 in 2013, showing that people have more money to spend as the economy recovers” - The Telegraph
The new accepting consumer attitude to expression has meant that brands also need to display their acceptance. Mac’s early adoption of this has shown an innovative leadership in the market. Mac currently appear more accepting to the consumer and therefore more fashionable. The choice of public figure Caitlyn Jenner has also strengthened the brand image greatly, and reinforced Illamsasqua's competitor in the consumers mind.
UK PESTLE T- with the improvement of technology, e-commerce sales are becoming an intrinsic aspect of consumer culture, in 2015 alone“15.2% of all retail sales were online in the UK” –Econsultancy.com 2015
L –UKlaw has recently ruled that animal testing is illegal for unethical practise. This means that all brands, particularly all who operate in the makeup industry will have to change to meet this ruling.
E – With the rise of the burgeoning ‘conscious consumer’, brands have been forced to appear more ethically aware.
25.
Effect On Illamasqua: This is positive for Illamasqua and provides them with opportunities for multichannel sales, it also easily allows them to sell worldwide. However “as the competitive environment within internet retailing becomes fiercer, e-tailers are having to work harder for sales. Impulse has traditionally been weaker online than in-store” – EuroMonitor 2013. This means that due to the ease of online browsing, the impulsive buying habits of consumers instore have decreased and online shopping has given consumers more opportunity to browse competitors and compare products and prices more easily. This is not a positive thing for Illamasqua who charge high prices and are undercut by more established competitors Mac and Urban Decay.
Illamasqua have never tested on animals. This is a strong ethic that they push hard to give conscious consumers piece of mind and to provide edge over competitors Urban decay and Mac. Mac in particular is known and slandered for animal testing, and many customers often are dissuaded from shopping there due to this. However the law changing means Illamasqua lose its competitive edge over Mac and the deterred consumers may go back to Mac because the products are cheaper. This changing in law has meant that Illamasqua have somewhat lost their niche in the market.
Illamasqua's ethical awareness has always been a strong selling point of the brand and often justifies the high prices to consumers. All Illamasqua cosmetics are made in Australia with healthy wages paid to staff. The rise of the conscious consumer means that Illamsqua who have always been an ethical brand, can gain competitive edge over it’s less ethically sound competitors.
US PESTLE
P – The upcoming election for the new US president could majorly effect rulings and attitudes of the American people.
Effect On Illamasqua: If the republicans come into power: Immigration - cultural diversity may not openly discussed and ways may revert back to how they were in the 1930’s with the divide in culture and race, this is due to Trump’s overt racism and immigration policies. This is damaging for Illamasqua because if the public’s views become restrictive and closed, they will not support Illamasqua, who’s very brand core promotes cultural diversity and self expression. This may weaken their brand image and lead to diminishing support and sales. If the Democrats came into power: Immigration - The US will continue to grow more liberal which will be increasingly positive for Illamasqua due to the nature of their brand. Taxation: Both parties believe in reducing tax and giving more to the middle class consumer. Trump notes that “We (America) are the highest taxed country in the world.”TheIndependentMail Feb 2016. Regardless of political party this will be enormously helpful for Illamasqua who target the middle class consumer. Lower taxation will mean the consumer will have more disposable income which will encourage spending.
E – The US economic stage is Expansion (which British people refer to as recovery) . This is the same as the UK economic position, and both the UKand US came out of recession in 2009.
26.
“There is an eerie stillness in American retail that doesn’t quite add up with the relative stability of the country’s economy.” - Business of Fashion 2016. This shows that people are still wary after the recession about spending their money and are saving their earnings, this is potentially very negative for Illamasqua, as makeup is a non essential item and Illamasqua charge luxury prices. The stillness in retail suggests that consumers are only buying essential items.
US PESTLE
S- America “ stands as the third most populous country on Earth” and “has one of the highest growth rates in the developed world” – CommunitiesDigitalNews Apr 2014.
T- Alongside China, America is far more technologically advanced than the UKand the rest of the world. Meaning they develop mew software’s much quicker and new technological trends are released much quicker than in the rest of the world
27.
Effect On Illamasqua:
This means that the brand need to cater to a much larger audience than they do in the UK, aside from the fact that America provides great opportunity due to the sheer size, the dense population is something that Illamasqua should be wary of in terms of store size, stock levels and resources that will need to be much larger than that of the UK
This is potentially very concerning for Illamasqua who are a UKborn brand and would mostly control the venture from the UK. This may mean that they may be months behind technological trends, which may make the brand seem outdated and consequently may mean the brand may lose out to competitors in terms of first mover advantage in new sales platforms.
Ansoff Matrix Products
Existing Market Penetration Current UK market position – 58 stores, 6 countries
New
Market Development -Selling to subculture specific markets such as anime – pop up stalls at anime events and comic on - honing in on specifically the drag and male markets. Making Illamasqua the go-to brand for those markets.
Markets
Existing
28.
New
Product Development Creating new product lines to expand the consumer base e.g. a slightly more neutral range to attract the average makeup consumer, this range would have Illamasqua are established in to feature lower prices to compete with MAC as by creating a neutral range they will be lessening their the UK market as a niche for that range. subculture driven, art Introducing a ‘create your own colour’ experience makeup brand. where consumers could tailor and custom make the perfect product for them, would add value and allow Illamasqua to raise prices and increase profitability. Diversification Completely new product range for completely new target market E.g. The idea of launching an exclusive US product range when launching in the US market. Products tailored specifically to the US complete with the flag featuring on packaging to provide a tailored experience.
THE MARKETING MIX AND US ENTRY PLAN: PRODUCT
29.
MOVING TO THE US: CREATING A PRODUCT RANGE
Three product ranges to create a range of modularity:
Core range: sold worldwide, consisting of key bestsellers. A mix of classic makeup colours and a small variety of unusual product colours.
Expressive range: To be sold in the most liberal and expressive states in the US e.g. New York and LA, the products featured will be the most daring and the colours on offer will be bright and exciting, showing the brands true colours and style in the liveliest cities.
30.
MOVING TO THE US: CREATING A PRODUCT RANGE
Regional range: Specific to each country e.g. The US will have their own range.
Statistics from the Independent tell us that America is the third most patriotic country in the world. We also know that American’s are obsessed with British culture, especially the monarchy, "I also think that the lack of a kind of royalty or monarchy historically in the US makes it especially interesting for Americans. There is perhaps a gap that is filled in the pageantry." – BBCNews 2011. This suggests that for the regional product range, packaging should be created that features both the US and UK flags. This should inform American shoppers that the brand is originally British which should intrigue and inspire purchase, while fusing it with their own flag, which sparks the patriotism that they so strongly feel. Creating a sense of excitement and buzz around the brand and products.
31.
THE MARKETING MIX AND US ENTRY PLAN: PLACE
32.
ENTRY TO THE US: DEPARTMENT STORE VS. STANDALONE STORE? The plummeting performance of the US department store
Standalone stores in the US
“Neiman Marcus:
Sales decreased by 5.6 percent in the first quarter of 2016. They also reported a net loss of $10.5 million, compared with a $200,000 profit in the first quarter of 2015. Saks Fifth Avenue and Macy’s:
In both stores sales fell 3.6 percent in the most recent fiscal quarter. Nordstrom: only saw store sales inch up by 0.9 percent in its last quarter.”
- BOF 2016
33.
“The past thirty years marked the dramatic rise of the standalone store. Today, brands have a direct relationship with the customer through their own outposts, which wield higher margins.” – BOF 2016
ENTRY TO THE US: DEPARTMENT STORE VS. STANDALONE STORE? ANALYSIS Department store Positives - Saves costs; investing in property and signing leases before the brand is certain of the success in the US. Damage control - Millions of customers will view the brand and its concession daily and therefore will build recognition for the brand; a great starting point of entry for the brand Negatives - Competing in house, alongside more established competitors will weaken sales - Decrease in sales in department stores in recent years
34.
Standalone store Positives - Communicates brand voice much better than department store - Can often give a unique and exciting experience to the consumer
Negatives - Expensive and risky for starting out in a new country
- Better for sales; less competition, as most makeup brands simply sell as concessions in department stores, gives the brand a niche like Kiko and MAC
ENTRY TO THE US: DEPARTMENT STORE VS. STANDALONE STORE? DECISION
Decision: Upon entry into the US Market, Illamasqua should start off by selling as a concession in major department stores, and after the first year review, once gaining a response from sales, act accordingly. If sales are high then standalone stores should be created one by one in major cities, and growth can continue further upon sales results to ensure a growth that is organic and low risk.
35.
THE MARKETING MIX AND US ENTRY PLAN: PRICE
36.
ENTRY TO THE US: PRICE Pricing strategies to bring into action upon US entry: Psychological pricing - E.g. Instead of lipsticks being priced at $20, $19.99 making the product seem cheaper. Penetration pricing – attracting customers with a lower price upon entry, and then increasing this price once customers know and like the products, meaning they will be willing to repeat purchase.
37.
THE MARKETING MIX AND US ENTRY PLAN: PROMOTION
38.
39.
FKA TWIGS: A NEW BRAND AMBASSADOR PERSONAL PROFILE NAME: FKA TWIGS. (TAHLIAH DEBRETT BARNETT-SMITH) CAREER: SINGER/DANCER RECOGNISED FOR: WHACKY AND UNUSUAL STYLE RELATIONSHIP STATUS: ENGAGED TO ROBERT PATINSON INSTAGRAM FOLLOWING: 831K
WHY SHE IS PERFECT FOR ILLAMASQUA? -SHE FITS THE BRAND IMAGE PERFECTLY WITH HER EXPRESSIVE STYLE AND USE OF MAKEUP -SHE IS A GROWING STAR AND HAS SCOPE TO BE POTENTIALLY MASSIVE. SNATCHING HER UP AT THIS TIME WOULD BE PERFECT BECAUSE SHE IS NOT FAMOUS ENOUGH YET TO BE CONSIDERED TOO ‘MAINSTREAM FOR THE BRAND’ -SHE IS A REALISTIC BRAND AMBASSADOR -SHE IS CONSIDERED EXTREMELY FASHIONABLE AND CURRENT -IT IS A LIKELY PARTNERSHIP, SHE WOULD BE EXTREMELY LIKELY TO SAY YES.
40.
References Brown, K. (2016). Trump stops short of predicting victory in S.C. primary. [online] Independentmail.com. Available at: http://www.independentmail.com/news/trumpstops-short-of-predicting-victory-in-sc-primary-2bd9c57f-ac91-329e-e053-0100007fa2a7-368903751.html [Accessed 6 Jun. 2016]. Chesters, A. (2011). A brief history of Illamasqua. [online] the Guardian. Available at: http://www.theguardian.com/fashion/fashion-blog/2011/nov/28/brief-historyof-illamasqua [Accessed 6 Jun. 2016]. Cotto, J. (2014). Overpopulation is killing the American Dream. [online] Communities Digital News. Available at: http://www.commdiginews.com/politics2/overpopulation-is-killing-the-american-dream-15562/ [Accessed 6 Jun. 2016]. Dore, L. (2016). [online] Indy100.independent.co.uk. Available at: http://indy100.independent.co.uk/article/these-are-the-most-patriotic-countries-in-the-world-WyeummzgQx [Accessed 6 Jun. 2016]. Edelman, A. (2016). Donald Trump unveils proposed plan to overhaul U.S. tax code. [online] NY Daily News. Available at: http://www.nydailynews.com/news/politics/donald-trump-unveils-proposed-plan-overhaul-u-s-tax-code-article-1.2376933 [Accessed 6 Jun. 2016]. EuroMonitorInternational, (2016). Impulse Buying and The Digital World: How Retail is Adapting. [online] Euromonitor.com. Available at: http://www.euromonitor.com/impulse-buying-and-the-digital-world-how-retail-is-adapting/report [Accessed 6 Jun. 2016]. Foxall, G. (2007). The behavioral economics of brand choice. Basingstoke: Palgrave Macmillan. Gillespie, K., Jeannet, J. and Hennessey, H. (2004). Global marketing. Boston: Houghton Mifflin Co. Horn, L. (2012). Infographic: What's a Facebook Like, Twitter Follower Worth to Brands?. [online] PCMag UK. Available at: http://uk.pcmag.com/web-publishingproducts/65594/news/infographic-whats-a-facebook-like-twitter-follower-worth-to [Accessed 6 Jun. 2016].
Illamasqua, (2016). About Us. [online] Illamasqua.com. Available at: http://www.illamasqua.com/about-us/ [Accessed 6 Jun. 2016].
Inman, P. (2016). UK retail sales may be up, but customers aren't spending more money. [online] the Guardian. Available at: https://www.theguardian.com/business/economicsblog/2016/may/19/uk-retail-sales-customer-spending-manufacturing [Accessed 6 Jun. 2016]. Keegan, W. and Green, M. (2005). Global marketing. Upper Saddle River, N.J.: Pearson/Prentice Hall. Kirk, A. (2015). How much does the average household spend each week?. [online] The Telegraph. Available at: http://www.telegraph.co.uk/property/uk/how-much-does-theaverage-household-spend-each-week/ [Accessed 6 Jun. 2016]. Klein, N. (2002). No space, no choice, no jobs, no logo. New York: Picador. Kotler, P. and Armstrong, G. (1991). Principles of marketing. Englewood Cliffs, N.J.: Prentice Hall. Kucininch, J. (2015). Hillary Shrugs Off Another Democratic Debate. [online] The Daily Beast. Available at: http://www.thedailybeast.com/articles/2015/12/19/hillary-shrugs-offanother-democratic-debate.html [Accessed 6 Jun. 2016]. Merica, D. (2016). The reason Bernie Sanders is calling Hillary Clinton out on paid family leave. [online] CNN. Available at: http://edition.cnn.com/2015/11/16/politics/berniesanders-hillary-clinton-paid-leave/ [Accessed 6 Jun. 2016]. Propaganda.com, (2016). Illamasqua, our own brand - Propaganda. [online] Propaganda. Available at: http://www.propaganda.co.uk/case-studies/illamasqua/ [Accessed 6 Jun. 2016]. Rodriguez, M. (2016). 14 Scary Things That Could Happen If Donald Trump Becomes President. [online] Uk.news.yahoo.com. Available at: https://uk.news.yahoo.com/14-scarythings-could-happen-183200438.html [Accessed 6 Jun. 2016]. Sherman, L. (2016). What’s Next for the American Department Store?. [online] The Business of Fashion. Available at: http://www.businessoffashion.com/articles/intelligence/whats-next-for-the-american-department-store [Accessed 6 Jun. 2016]. Twigs, F. (2016). FKA twigs (@fkatwigs) • Instagram photos and videos. [online] Instagram.com. Available at: https://www.instagram.com/fkatwigs/?hl=en [Accessed 6 Jun. 2016]. Vaidyanathan, R. (2016). Royal wedding: America's love affair with the monarchy - BBC News. [online] BBC News. Available at: http://www.bbc.co.uk/news/world-us-canada12990911 [Accessed 6 Jun. 2016].
•
Sherman, L. (2016). Why Americans Aren't Shopping. [online] The Business of Fashion. Available at: http://www.businessoffashion.com/articles/intelligence/americanshopping-retail-decline-macys-gap-saks-neiman-marcus [Accessed 27 May 2016].
•
Moth, D. (2016). UK online retail sales to reach £52.25bn in 2015: report. [online] Econsultancy. Available at: https://econsultancy.com/blog/66007-uk-online-retailsales-to-reach-52-25bn-in-2015-report/ [Accessed 27 May 2016].
•
Monaghan, A. (2016). Household finances 'under most pressure in 22 months'. [online] the Guardian. Available at: https://www.theguardian.com/business/2016/may/18/household-finances-under-most-pressure-in-22-months-markit [Accessed 27 May 2016].
•
Allen, K. and Butler, S. (2016). The way we shop now: the revolution in British spending habits. [online] the Guardian. Available at: https://www.theguardian.com/business/2016/may/06/the-way-we-shop-now-the-revolution-in-british-spending-habits [Accessed 27 May 2016].
•
Chahal, M. (2014). How UK and US consumers’ spending habits differ. [online] Marketing Week. Available at: https://www.marketingweek.com/2014/01/22/how-ukand-us-consumers-spending-habits-differ/ [Accessed 27 May 2016].
(Illustration List – Separate Document)
Bibliography • Foxall, G. (2007). The behavioral economics of brand choice. Basingstoke: Palgrave Macmillan. • Gillespie, K., Jeannet, J. and Hennessey, H. (2004). Global marketing. Boston: Houghton Mifflin Co.
• Keegan, W. and Green, M. (2005). Global marketing. Upper Saddle River, N.J.: Pearson/Prentice Hall. • Klein, N. (2002). No space, no choice, no jobs, no logo. New York: Picador. • Kotler, P. and Armstrong, G. (1991). Principles of marketing. Englewood Cliffs, N.J.: Prentice Hall. • Propaganda.com, (2016). Illamasqua, our own brand - Propaganda. [online] Propaganda. Available at: http://www.propaganda.co.uk/casestudies/illamasqua/ [Accessed 6 Jun. 2016]. • Chesters, A. (2011). A brief history of Illamasqua. [online] the Guardian. Available at: http://www.theguardian.com/fashion/fashionblog/2011/nov/28/brief-history-of-illamasqua [Accessed 6 Jun. 2016]. • Sherman, L. (2016). Why Americans Aren't Shopping. [online] The Business of Fashion. Available at: http://www.businessoffashion.com/articles/intelligence/american-shopping-retail-decline-macys-gap-saks-neiman-marcus [Accessed 27 May 2016]. • Moth, D. (2016). UK online retail sales to reach £52.25bn in 2015: report. [online] Econsultancy. Available at: https://econsultancy.com/blog/66007uk-online-retail-sales-to-reach-52-25bn-in-2015-report/ [Accessed 27 May 2016]. • Monaghan, A. (2016). Household finances 'under most pressure in 22 months'. [online] the Guardian. Available at: https://www.theguardian.com/business/2016/may/18/household-finances-under-most-pressure-in-22-months-markit [Accessed 27 May 2016]. • Allen, K. and Butler, S. (2016). The way we shop now: the revolution in British spending habits. [online] the Guardian. Available at: https://www.theguardian.com/business/2016/may/06/the-way-we-shop-now-the-revolution-in-british-spending-habits [Accessed 27 May 2016]. • Chahal, M. (2014). How UK and US consumers’ spending habits differ. [online] Marketing Week. Available at: https://www.marketingweek.com/2014/01/22/how-uk-and-us-consumers-spending-habits-differ/ [Accessed 27 May 2016]. • Inman, P. (2016). UK retail sales may be up, but customers aren't spending more money. [online] the Guardian. Available at: https://www.theguardian.com/business/economics-blog/2016/may/19/uk-retail-sales-customer-spending-manufacturing [Accessed 6 Jun. 2016].
Survey Monkey Results: 99 Respondents
Qualitative interview results: Have you ever heard of the brand Illamasqua? Yes Have you ever bought a product from illamasqua? No
Why not? I think they sell really wacky makeup don’t they?, which I’m not really into – I wouldn’t be seen dead in like, bright blue eye shadow Do you normally buy high end, middle market, or low end products? I’ll either invest in a really nice piece of makeup or get something cheap and convenient from Superdrug What are you’re favourite makeup brands? I like Makeup Geek for eye shadows. Mac is good for makeup bag essentials like mascara and lippy, and Bourjouis for a light foundation How much would you pay for makeup that was a little different, eg. Diffrerent colours to the norm? Not much at all, probably £5-10 topps! I would never pay more for a lipstick like that than I would for a lipstick that I would get everyday usage of out.
Qualitative interview results: Have you ever heard of the brand Illamasqua? Ive heard people talk about it, but I don’t actually know anything about them Have you ever bought a product from illamasqua? No Why not? Um, I don’t obviously know anything about them, also once I find a brand I like I tend to stick to it, and I’m not great at trying new brands! Do you normally buy high end, middle market, or low end products? High end! I like to get products with quality! What are you’re favourite makeup brands? Charlotte Tilbury, Bobbi Brown and Liz Earl for skincare, I occasionally shop at MAC but quite rarely How much would you pay for makeup that was a little different, e.g. Different colours to the norm? Well, for like a purple lip colour or something? I would probably pay about £10-15 pounds