Fig.1: Candidates own image
Fashion Marketing:
Assignment 3 MARKETING
MIX REPORT FOR AND PRIMARK
ALLSAINTS
Student Name:Emily Rathbone Student Number: 201219903 Module: DESN1355 Year: 2019 Word Count: 3143 words
Fig.2: Candidates own image
CONTENTS
Contents 3 Abstract 4 introduction 4 methodolgy 6 Results 6
LOw-value: primark
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High-value: allsaints
12 Discussion 14 Conclusion 15 Reference list 16 Appendix 19 iMAGE Reference list 2
Fig.3: This study, 2019. Primark hoodie.
abstract
Fig.4: This study, 2019. AllSaints hoodie.
The purpose of this report is to investigate and interpret the applications of the factors of the marketing mix for two different retail brands of different market levels. Through comprehensive research and analysis, it was realised that the lowvalue and high-value retailers used differing marketing strategies in order to establish their brand image, attract their target market and establish their market positioning. The report evaluates of the applications of the ‘4Ps’ in conncetion with two similar products sold by the value and luxury retailers, proving a valuable study for demonstrating how product, price, place and promotion may distinguish market level.
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Literature Review According to Kotler and Armstrong (2010), marketing is the “social process by which companies create value for customers and build a strong customer relationship in order to capture value from the customer in return”. The correct implementation and execution of an appropriate marketing strategy is essential to the success of a brand (Market Business News. N.d.). This report covers three marketing theories, ‘SWOT’ analysis, ‘PESTLE’ analysis and the ‘Marketing Mix’, as explained below: SWOT Analysis: This is a tool used to understand strengths, weaknesses, opportunities and threats involved in a business (Logkizidou,M.2019). PESTLE Analysis: This is a tool used by marketers to analyse and monitor the macroenvironmental factors that have an impact on an organisation (Logkizidou,M.2019). See appendix for PESTLE analysis. Product: Product is “anything that can be offered in a market for attention, acquisition, use or consumption that might satisfy a want or need.” (Kotler et al.2015) Price: Price is a “sum of values that customers exchange for the benefit of having or using a product or a service”. (Logkizidou,M.2018) Promotion: Promotion is set of activities, designed to enhance sales from the right consumer at the right time. (Logkizidou,M.2018) Place: Place concerns the distribution methods or channel of a brand, specifically, retailing, wholesaling, franchising and licensing (Jackson and Shaw.2009)
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iNtroduction This report is intended to research, analyse and interpret the application of certain factors of the marketing mix, specifically McCarthy’s ‘4Ps’ (1960), by my chosen lowvalue and high-value retailers, Primark and AllSaints respectively. Their evident different market levels (see Appendix B for diagram), positioning (see Appendix C for diagram), brand identities and successful execution of alternative marketing strategies provide effective scope for evaluation. Using primary and secondary research, and having sourced similar style garments, aim of this report is to emphasise the different marketing strategies and methods of pricing between the brands. The correct implementation and execuction of an appropriate marketing strategy is essential to the success of a brand, covering a long-term plan devised to promote a good or service and create a reaction from current and potential customers (Market Business News. N.d.). The chosen brands take different strategic approaches, with Primark’s unique selling point of low-prices, determined through customer-based pricing methods, driving high sales volume to acheive profits, and AllSaints relying on distinctive style and quality to entice customers and allow cost-plus pricing methods to work on high profit margins. The report will explore the theories and applications of the marketing mix in connection with an oversized black hooded sweatshirt (‘hoodie’) sold by each of the brand (see p12 for product comparison), such as cost-plus pricing and customer-based pricing. The style of garment was selected as it may be considered a ‘basic’ clothing item due to its simple design and universality.
Methodology To complete this report, it is necessary to carry out a combination of primary and secondary research to collect quantitative data, in the form of facts and figures, and qualitative data, in the form of views and observations. In consideration of primary research, I have actively visited the stores of my chosen brands with the intention of seeing the physical manifestations of the marketing mixes, as well as sourced a garments from both stores that have apparent similarities, which provide the foundation for this report. For secondary research, I studied credible websites, books and newspapers to collect existing data to support the report. The range of resources and research methods ensures greater reliability in the information, and miminises biases.
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Fig.12: Showing the overcrowded and cluttered store, extensive product range examples of in-store promotion.
Fig.14: This study, 2019 Showing the pulled thread on the Primark hoodie.
Fig.13: This study, 2019. Showing the fit of the Primark hoodie and look from the front.
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Fig.15: Showing the uneven stiching work and fleece lining.
results Primark is value retailer stocking fashion items, homewares and confectionary for men, women and children. With over 350 stores across Europe and the United States (Primark.2019), the store has a reputation for low prices, often accompanied by low quality products. This is epitomized in the chosen product, which is primarily made from synthetic fibres and shows signs of poor attention to detail with pulled threads and uneven stitching (see Fig.14 and Fig.15).
product Primark has a large product range, influenced by the trickledown effect from styles brought into mainstream by other fashion retailers and celebrities. With a wide selection of sub-brands, and an extensive depth within the product lines, particularly with the basic product lines, Primark has a wide target market. Available in a range of colours, the black ‘oversized’ hoodie is made of low-quality material combination (65% polyester, 35% cotton), yet shows design details in metal finishing on the string, front ‘kangaroo’ pocket and fleece-like lioi8ning (see Fig.15). I immediately notice that unlike the All Saints piece, the string through the hood is especially thin, comparable to that of a shoelace, and hence diminishes classic sleek appearance. Furthermore, although marketed as ‘over-sized’, the jacket is 7
Low-vALUE RETAILER: pRIMARK significantly more form fitting than the All Saints hoodie, despite both being a size ‘small’. Having picked the hoodie from a disheveled pile of sweatshirts on a table, I also quickly became aware of the rough feel and slight shiny finish of the material, typical of synthetic fibre. Furthermore, due to the nature of the material, the product label advises against washing and tumble drying the, a result of the low-grade material combination. Finally, as the range of hoodie is considered a ‘basic’, it appears to be stocked at most of their stores, hence is widely accessible in terms of availability and affordability.
price Primark is a value retailer that makes use of penetration pricing to encourage a high quantity of sales and consumer demand. As a result, the company sees a high turnover volume with a relatively small profit margin from each product sold.
In order to maintain demand for the low quality products, Primark considers the value of the products to the consumer, and hence considers a consumer-based pricing strategy. Acknowledging the quality, one can assume consumers are willing to pay a low price. Moreover, since its establishment, Primark has positioned itself as a value retailer, providing further reason for the need of low prices. For this reason, the price of the black hoodie is £7.00.
promotion Primark does not make use of television, print, or celebrity endorsement promotional marketing activity, instead relying on word-of-mouth, in-store visual merchandising and social media communication to entice customers (Primark. 2019). The store website explains the that saving finances on promotion in this way allows the brand to sell at low prices. Furthermore, Primark also take a ‘simple’ approach to packaging and labels to keep costs of production to a minimum (Primark. 2019). Uncommon in the retail world, despite operating a website, customers are unable to purchase products online or view the full product range available as Primark also does not partake in e-commerce. In spite of this, the website offers an ‘outfit building’ service, where customers can ‘save’ clothing items to an online account. Instead, the primary way of viewing available products is through the Primark Instagram feed, showing outfit ideas and newly released items. Alongside social media, in-store Primark operate a discounted or sale section, often containing items as cheap as £1.00. Though discounts are widely effective at encouraging sales, bringing in customers and moving stock, they may have a damaging effect on the brand image, particularly if sales occur on a regular basis (Business Victoria, n.d.). Overall, the promotion marketing approach is intended to both save money and encourage customers to visit the physical stores, where visual merchandising and low prices provoke impulse purchases, driving Primark’s profits.
place Generally, Primark uses a selective distribution strategy with several intermediaries between the manufacturer and retailer (See Appendix D for diagram), and operates stores in optimum locations such as major town centres across the UK. As Primark is an expanding global brand, it has also opened multiple stores in other European countries and the United States (Primark. 2019). With the absence of a website enabling consumers to purchase their products online, Primark’s geographical positioning is crucial to the success of each store, particularly with the “High Street Crisis” that the U.K. is experiencing (Chapman, B. 2019). Primark does not own any factories (Primark, 2019), instead the majority of products are made in Asia and Turkey, hence it may be suggested that the brand has limited control over the manufacturing details of the products and perhaps suggests a reason for the product quality.
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High-vALUE RETAILER: allsaints
Fig.16. AllSaints, 2019.
AllSaints is luxury high-street brand targeting men and women with their ‘gritty urban aesthetic’ (Sum. n.d.), combining ‘culture, fashion and music’ (London Fashion Review. n.d.). According to their website, the brand has 259 stores worldwide, and all products are made using “ethical labour and materials” (AllSaints. 2019), making AllSaints a global, socially engaged brand.
product Marketed as the ‘Talow Hoodie’ (AllSaints. 2019), the AllSaints hoodie is evidently of a higher market retailer than the Primark hoodie because of the soft cotton material, gathered sleeve details, emphasised detailing on the stitching (see Product Comparison) and because of the specific product name. Furthermore, the product may be considered desirable because of the esteemed brand name. The product is also available in two other colourways. Unlike the low value garment, this size small hoodie fits genuinely oversized (see Fig.16) and has a wide threaded string through the hood, giving a more fashionable appearance and suggesting the designers attention to detail. The fact that the garment is 98% cotton and ‘made in Portugal’ alludes to the quality of the product, with a high number of skilled workers existing in Portugal and favourable geographical location allowing high
quality imported materials (Mellery Pratt, R. 2015). The AllSaints website provides detailed product description and product care advice, demonstrating clear product traceability. Additionally, it recommends hand-washing the garment, alluding to the high quality and fabric delicacy. The cotton material is also more environmentally friendly than the polyester material from Primark hoodie.
price AllSaints make use of a number of pricing strategies when marketing products. The brand’s approach to pricing depends upon the nature of the product. It is possible to see that a costplus pricing strategy is favoured for the majority of their product lines, pricing the garments a certain amount higher than their unit cost of production and ensuring profit is made from the sale of each garment. As some manufacturing processes take place in Europe and the brand pledges to source ethically (AllSaints. 2019), one may infer the costs of production per unit are comparatively higher than an approach taken by fast-fashion retailers, hence AllSaints products cost more, particularly once the additional markup is added. This appears to be the case for the Talow Hoodie, priced at £88.00.
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AllSaints also employ a premium pricing strategy on renowned, best-selling products, such as leather jackets (Business of Fashion, 2017.), as customers are willing to pay for the quality of the item and the brand name. AllSaints maintains sales at artificially high prices because of target market’s belief that high price is associated with high quality.
promotion Unlike many luxury high-street and high value retailers, AllSaints does not follow a traditional marketing approach, specifically mass television and print advertising as the traditional advertising model “isn’t compatible” with the brand (Wil Beedle, 2014. Cited by Mortimer, N. 2014). Alternatively, AllSaints favours content creation, blending fashion, music and film as a means to communicate brand values (Mortimer, N. 2014). Creating short films, the brand establishes partnerships with artists who embody the ideal AllSaints aesthetic with the aim of the film and music marketing strategy to “engage and disrupt (a) crowded environment of contemporary content creation” (Mortimer, N. 2014), an approach that Beedle explains to be more original and effective than establishing “bland” partnerships like either retail brands. AllSaints boasts a strong relationship with the music industry, working with emerging and famed British artists to deepen the emotional relationship between the brand and customers. Launching ‘Basement Sessions’ in 2011, AllSaints held performances below the design studio with the intention was to create an “intimate and extremely personal” (Murray, R. 2011) connection with current and potential consumers. Considering physical promotion, the store layout and style is intended to reinforce the urban aesthetic of the clothing with exposed brickwork, wooden flooring and vintage sewing machines being staples. This is effective at drawing in their urban, affluent target audience.
place The brand takes a exclusive approach to distribution (See Appendix d for diagram), with James Wintle, global director of digital and technology, James Wintle, suggesting the brand has established “a very select supply chain in terms of making the product” (Mortimer, N. 2016). AllSaints have a number of global flagship stores, and 260 official stores, primarily situated in wealthier, uppermiddle income areas and near other luxury stores, such as Sloane Square in London and Queen Victoria Street, Leeds. Supporting the brick and mortar stores, all products are available to purchase online. Like Primark, AllSaints do not own the “companies or factories that produce its goods” (AllSaints. 2019), but claim to source their products ethically from a number of overseas “direct first-tier product suppliers” (AllSaints. 2019). In order to source the hoodie, AllSaints would have had to consider their Cotton Fiber Sourcing policy, which states the brand will not source from Uzbekistan, hence the portuguese manufacturing.
Fig.18.: AllSaints, 2019. Screenshot AllSaints’s website product description for the Talow Hoodie. Fig.17.: This study, 2019. Showing oversized fit of the hoodie and wide, gathered sleeves.
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Fig.19: AllSaints, 2019. Screenshot of AllSaints’s online communication and promotional methods
Fig.20: AllSaints Talow Hoodie, 2019.
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primark Low quality plastic hanger
Subtle sheen to material
Fig.6: This study, 2019
Thin braided string
Product comparison
Metal finishing
Kangaroo pocket
Low quality inner label
Fig.5: This study, 2019
Fig.7: This study, 2019
65% polyester, 35% cotton material blend High quality engraved branded hanger
Wide braided string
Intricate stitching detail on outer fabric Fig.10: This study, 2019
98% cotton, 2% elastane blend fabric composition
Metal finishing
Alternative weaved inner lining
High quality inner label
Gathered sleeves
allsaints
Fig.8: This study, 2019 12
Fig.9: This study, 2019
Fig.11: This study, 2019
Discussion The above research into the applications of Primark and AllSaints Marketing Mix provides scope for the reasonings behind the different brand values and the £81.00 price difference. Despite marketed as similar products (both oversized black hoodies), the costs of production are vastly different, in terms of design challenges, materials sourcing, labour, etc. Considering the brand’s product ranges, AllSaints has a narrower width, relying on the originality of their products, whereas Primark is known to have a wide depth and width, imitating the designs from high-value brands. For this reason, it may be assumed that the design process for the high-value retailer was comparatively more protracted and expensive than that of the low-value retailer. The varying compositions of the fabric and value-added features are a key reason for the price discrepancy. Made of 63% more cotton than the Primark hoodie, one can assume the AllSaints product is more expensive to manufacture as the cost of natural fibres is higher than synthetic fibres, and the added value features on the AllSaints hoodie create a unique selling point in terms of attention to detail, thus driving prices higher. Following research, the AllSaints garment appears to be the superior product in terms of fabric performance. AllSaints operate a multi-channel promotional strategy, inferrably spending high amounts on promotional activity, whereas Primark is more frugal in this department. In spite of this, both brands use ‘pull’ promotional strategies, enticing the customer to approach the brand. AllSaints primarily use sales promotion, direct marketing, public relations and ‘non personal communication’ (Posner, 2011) in the form of content marketing. As Primark relies on value for money as a competitive advantage, the brand spends comparatively less than other fast fashion labels on promotional channels, depending upon sales promotion and word-of-mouth to attract buyers. The different distribution methods also affect the brand image and market position. Increased accessibility decreases the illusion of luxury and elitism associated with more exclusively distributed brands, as evidenced with Pierre Cardin’s demise following excessive licensing. The manufacturing countries and policies in place play a role in the marketing mix, with the costs of production affecting the final product price. Labour costs in Myanmar are “extremely competitive” (Charltons Myanmar. n.d.), hence Primark may achieve lower labour costs compared to AllSaints, expedited through inferrably cheaper materials sourcing costs. However, it should be noted that market level does not necessarily determine the morality of the brand, as both retailers take ethical approaches to production in terms of either sourcing sustainable materials or principled labour policies. Considering Booms and Bitner’s (1981) concept of ‘people’, ‘process’ and ‘physical evidence’ as part of the marketing mix further highlights different market strategies of the brands. In each AllSaints store I visited, employees approached customers asking if assistance was required, whereas Primark employees do not appear to approach customers. Furthermore, it may be suggested that AllSaints have greater operational efficiency, with neatly organised stores and product displays, whereas Primark has a reputation for poor store environment and service design. Considering physical evidence, Primark employees have a specific uniform, provided at a cost to the company, whereas on my store visits to AllSaints employees were dressed in a casual manner which I found difficult to distinguish from customers. Having considered the factors affecting the success of the brands, a SWOT analysis has been carried out for both brands as a means to highlight threats and potential opportunities for growth (See Appendix E for diagram). In addition, the different marketing strategies have been summarized through a comparative analysis using Levitt’s Total Product Concept (1980) (See Appendix F for diagram). 13
Below: Fig.21: AllSaints Talow Hoodie, 2019.
Below: Fig.22: AllSaints Talow Hoodie, 2019.
Below: Fig.24: This study, 2019. AllSaints sales promotion.
Below: Fig.23: This study, 2019. Primark in-store display.
Below: Fig.25: This study, 2019. Primark hoodie display.
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conclusion In conclusion, the different applications of the marketing mix for a low-value retailer and a high-value retailer contribute to the variation in price for products that, on first glance, look very similar, yet are marketed at different price points. Overall, it appears the price points reflect the quality of the garments, and the objective of the brands. This is supported by Brassington and Pettitt (2003), who propose buyers see a relationship between price and quality, with a higher pricing indicating better quality. Primark’s low penetrative pricing strategy give them a competitive advantage over competitors, however, AllSaints’s unique selling point of high product quality with characteristic urban style earn them a strong position in the retail market. As evidenced by the individual sales success of the brands, customers are aware of the unique selling points of each product, and are drawn to whichever based upon their demands, wants or needs. Both approaches to marketing are successful to the respective brands, as they have a strong marketing concept and largely satisfy individual and organisation needs.
Below: Fig.26: This study, 2019. AllSaints in-store display.
comparatively low price points and drive high sales, whereas luxury retailers are expected to have many augmented product characteristics (Levitt,1980) and added value features. However, despite this research demonstrating varying applications of the marketing mix for different market levels, the study is only applicable to these brands, and was limited by a time restraint and product choice and availability. If this research were to be reconducted in the future, I believe it would be of greater value to current and prospective future retailers as it highlights potentials opportunities and threats to businesses of a range of market levels. Moreover, more time would enable the researcher to devise an extensive SWOT analysis for the brands, as well as conduct further research on alternative brands.
Considering the SWOT analysis for the brands, recommendations may be made. Though it may increase costs, Primark should consider expanding into e-commerce, as this would grow the reach of the brand to areas where there isn’t a store. With regards to AllSaints, introducing limited collections or capsule collections with accredited designers or with the musicians they already partner with may be effective at increasing short-term sales, and potentially draw in new customers. This would also help to amend their weakness of low product variety. The research may be of value to my chosen brands, as it illustrates how the different application of factors of the marketing mix affect the market level of a retailer and the brand image. Value retailers are expected to maintain 15
Reference list • ● AllSaints. 2019. Modern Slavery Act Statement. [Online]. [Accessed: 20 April 2019]. Available from:https://www.allsaints.com/help-and-support/modern-slavery-act-statement/ • ● Brassington and Pettitt. 2003. Principals of Marketing. Financial Times Management • ● Business of Fashion. 2017. Product Developer - Outerwear and Tailoring. [Online]. [Accessed: 23 April 2019]. Available from:https://www.businessoffashion.com/careers/jobs/ design/united-kingdom/allsaints/product-developer-outerwear-and-tailoring • ● Business Victoria. Discount Stategies . [Online]. [Accessed: 20 April 2019]. Available from:https://www.business.vic.gov.au/money-profit-and-accounting/pricing/Discount-strategies • ● Chapman, B. 2019. High street crisis: Number of shoppers declines at fastest pace in five years. The Independent. • ● Charltons Myanmar. n.d. Manufacturing in Myanmar. [Online]. [Accessed: 23 April 2019]. Available from:https://www.charltonsmyanmar.com/myanmar-economy/manufacturing-in-myanmar/ • ● Jackson,T. & Shaw,D. 2009. Mastering fashion marketing. Hampshire: Palgrave Macmillan Ltd • ● Kotler, P., Armstrong, G., Harris, L.C, Piercy, N. 2015. Principles of Marketing. London: Pearson • ● Levitt, T. 1980. Marketing Success through the differentiation of anything. Harvard Business Review. January-February. P83-91 • ● Logkizidou,M. 2018. Price and Place. DESN1355 Fashion Marketing. 15 November 2018, University of Leeds. • ● Logkizidou,M. 2018. Promotion. DESN1355 Fashion Marketing. 8 November 2018, University of Leeds. • ● Logkizidou,M. 2019. Micro & Macro environments - PEST & SWOT Analysis. DESN1355 Fashion Marketing. 28 March 2019, University of Leeds. • ● London Fashion Review. Allsaints Fashion. [Online]. [Accessed: 17 April 2019]. Available from: http://www.fashionreview.co.uk/all-saints-fashion/ • ● Market Business News. N.d. What Is A Marketing Strategy? Definition And Examples. [Online]. [Accessed: 25 April 2019]. Available from: https://marketbusinessnews.com/financial-glossary/marketing-strategy/ • ● Mortimer, N. 2014. Why AllSaints Shuns Traditional Ad Campaigns in favour of content creation. The Drum • ● Mortimer, N. 2016. How AllSaints is shifting its strategy to focus on products. The Drum. • ● Murray, R. 2011. All Saints Basement Sessions. Clash Music. • ● Primark. 2019. About Us. [Online]. [Accessed: 17 April 2019]. Available from: https://www. primark.com/en-ie/about-us/about-primark • ● Primark. 2019. Our Ethics People and Production. [Online]. [Accessed: 17 April 2019]. Available from: https://www.primark.com/en/our-ethics/people-production • ● Sum. Allsaints. [Online]. [Accessed: 17 April 2019]. Available from: https://www.sumdesign.co.uk/allsaints
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Appendices Appendix A: PESTLE ANALYSIS PESTLE Analysis consider the macro-environmental factors affecting fashion businesses in in society today.
Appendix b: Market Levels Diagram
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Fig.27: This Study, 2019.
Fig.28:This Study, 2019.
Appendix c: Brand positioning diagram
Fig.29:This Study, 2019.
Appendix d: distribution methods diagram
Fig.30:Food Labo. 2017
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Appendix e: Swot analysis for primark and allsaints Fig.31:This Study, 2019.
primark Swot analysis
allsaints Swot analysis
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Appendix f: Levitt total product concept comparison for primark and allsaints Primark Fig.32:This Study, 2019.
allsaints
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iMAGE Reference list • • • • • • • • • • • • • • • • • • • • • • • • • •
Fig.1: Rathbone, E. 2019. Primark store environment. University of Leeds. Fig.2.: Rathbone, E. 2019. AllSaints store environment. University of Leeds. Fig.3.: Rathbone, E. 2019. Primark hoodie. University of Leeds. Fig.4.: Rathbone, E. 2019. AllSaints hoodie. University of Leeds. Fig.5.: Rathbone, E. 2019. Primark hoodie. University of Leeds. Fig.6.: Rathbone, E. 2019. Primark hoodie close-up. University of Leeds. Fig.7.: Rathbone, E. 2019. Primark hoodie product label. University of Leeds. Fig.8.: Rathbone, E. 2019. AllSaints hoodie. University of Leeds. Fig.9.: Rathbone, E. 2019. AllSaints inner lining. University of Leeds. Fig.10.: Rathbone, E. 2019. AllSaints stitching. University of Leeds. Fig.11.: Rathbone, E. 2019. AllSaints hoodie product label. University of Leeds. Fig.12.: Rathbone, E. 2019. Primark Store. University of Leeds. Fig.13.: Rathbone, E. 2019. Primark hoodie fitting. University of Leeds. Fig.14.: Rathbone, E. 2019. AllSaints thread. University of Leeds. Fig.15.: Rathbone, E. 2019. Primark. University of Leeds. Fig.16.: AllSaints. 2019. Talow Hoodie. [Online]. [Accessed: 17 April 2019]. Available from: https://www.allsaints.com/women/sweatshirts/allsaints-talow-hoody/?colour=5&category=475 Fig.17.: Rathbone, E. 2019. AllSaints hoodie fitting. University of Leeds. Fig.18.: AllSaints. 2019. Talow Hoodie. [Online]. [Accessed: 17 April 2019]. Available from: https://www.allsaints.com/women/sweatshirts/allsaints-talow-hoody/?colour=5&category=475 Fig.19.: AllSaints. 2019. Talow Hoodie. [Online]. [Accessed: 17 April 2019]. Available from: https://www.allsaints.com/women/sweatshirts/allsaints-talow-hoody/?colour=5&category=475 Fig.20.: AllSaints. 2019. Talow Hoodie. [Online]. [Accessed: 17 April 2019]. Available from: https://www.allsaints.com/women/sweatshirts/allsaints-talow-hoody/?colour=5&category=475 Fig.21.: AllSaints. 2019. Talow Hoodie. [Online]. [Accessed: 17 April 2019]. Available from: https://www.allsaints.com/women/sweatshirts/allsaints-talow-hoody/?colour=5&category=475 Fig.22.: AllSaints. 2019. Talow Hoodie. [Online]. [Accessed: 17 April 2019]. Available from: https://www.allsaints.com/women/sweatshirts/allsaints-talow-hoody/?colour=5&category=475 Fig.23.: Rathbone, E. 2019. Primark store. University of Leeds. Fig.24.: Rathbone, E. 2019. Allsaints sales promotion. University of Leeds. Fig.25.: Rathbone, E. 2019. Primark hoodie display. University of Leeds. Fig.26.: Rathbone, E. 2019. AllSaints in-store display. University of Leeds. 21
• • • •
Fig.27: Rathbone, E. 2019. PESTLE analysis. University of Leeds. Fig.28.: Rathbone, E. 2019. Market Levels Diagram. University of Leeds. Fig.29.: Rathbone, E. 2019. Brand Positioning Diagram. University of Leeds. Fig.30.: Food Labo. 2017. Distribution Channels. [Online]. [Accessed: 17 April 2019]. Available from: https://www.foodlabo.net/channel.html • Fig.31.: Rathbone, E. 2019. Primark and AllSaints SWOT Analysis. University of Leeds. • Fig.32.: Rathbone, E. 2019. Levitt total product concept comparison for Primark and AllSaints. University of Leeds.
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