Pretty Green USA Market Entry Strategy by Gabriele Rybalko

Marketing Strategy and Planning Report Nottingham Trent University Gabriele Rybalko N0750762

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Word count: 3202

CONTENTS 1. Introduction 2. Methodology 3. Brand history 4. Vision 5. Mission 6. Essence 7. Brand health in the UK Awareness Usage Perceptions 8. PESTLE analysis 9. SWOT analysis 10. Positioning map 11. Competitive environment 12. Ansoff Matrix 13. Consumer profile 14. 4 P's marketing mix 15. USA market entry strategy Challenges to face Store prospects Market optimisation strategy 16. Conclusion 17. List of Illustrations 18. Appendix 19. References 20. Bibliography

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INTRODUCTION The purpose of this report is to analyse and evaluate Pretty Green brand's health. Equally, to touch upon the cultural and social differences in the UK and USA that may impact brand's success internationally. Finally, the aim is to draw a conclusion and make recommendations for Pretty Green's global expansion in the US.

METHODOLOGY Primary research The objective while conducting primary research was to examine the awarness and reflect the perceptions of the brand Pretty Green in order to find out current situation and the opportunities brand has when launching in the USA. The method for collecting information and analysing general results was creating a multiple choice questionnaire via Survey Monkey (surveymonkey.com). Regarding the sample size, while obtaining anonymous online survey results, the purpose was to obtain data from 38 different individuals from the USA. Equally, the face to face method was used when interviewing Pretty Green store assistant on 29th of April in Nottingham, UK.

Secondary research While collecting information for secondary research, websites, business and database reports such as WGSN, Statista, Mintel were used alongside tangible books, marketing journals and other academic resources.

Pretty Green is a British menswear clothing brand that was founded in 2009 by Liam Gallagher, Oasis lead singer and a British music icon, idea to create a British-centric fashion label that reflects both his personal style and rock and roll influences, ‘‘Named after a track by The Jam, Pretty Green provides simple, classic clothing with a modern twist’’ (Prettygreen.com, 2018).

BRAND HISTORY 2009 Pretty Green is launched by Liam Gallagher

2010 Pretty Green wins Drapers menswear brand of the year award

2011 Teenage Cancer Trust Limited Edition Capsule

2012 Pretty Green launches in Japan

2013 Pretty Green debuts London Menâ&#x20AC;&#x2122;s collections

2015 Japan Expansion

2017 Pretty Green sponsors Q Awards for Best film 7

VISION ‘‘Our aim is to inject something different into the British menswear market and create durable pieces for men who want to dress sharp and take pride in their appearance’’. -Nigel Grant, Pretty Green director

MISSION The brand reflects Liam Gallagher's personal style and rock and roll ties. Pretty Green provides a classic range of clothing that is not fashion focused but instead creates timeless pieces which will stand the test of time. Pretty Green's mission is to distinctively portray a sense of British heritage through their design pieces.

ESSENCE The brand unites people through a love for music and fashion. Pretty Green is highly influenced not only by Gallagher's personal style but also by the Mod movement, which started in late 1950s and the brand represents how it is relevant today.

BRITISH / INDIVIDUAL / NOSTALGIC / VINTAGE / MUSIC HERITAGE / QUIRKY / MODERN / MOD /ROCK AND ROLL/ UNIQUE

BRAND HEALTH IN THE UK

AWARNESS Pretty Green was started by Liam Gallagher and brand's loyalty is built through him as a public figure. Fans of a music band Oasis have grown with Pretty Green being a core customer base of the brand. In principle, Pretty Green was established as a peculiar merchandise for Gallagher's admirers. As the brand's influence came from music scene, a huge part of Pretty Green consumers are aware of it tying up the brand with rock and roll vibe. Such a strong link to the music heritage has been a great advantage specifically in the UK as it made the brand widely recognizable.

USAGE Pretty Green provides basic clothing that is essential. This is because the brand mainly focuses on producing ''timeless classics''. The range includes their signature parkas, jackets and shirts. Pretty Green's only designs good quality garments that are meant to last a lifetime, which makes the brand stand out amongst trend based retailers as their products have a longer life-cycle. As there is always a need for basic clothing, a market Pretty Green serves tends to bring steady profit.

PERCEPTIONS Secondary research showed that Pretty Green is perceived as a brand, which ''clothing range is amazing, better quality than other brands and has a touch of uniqueness'' (Unknown fan, 2017). According to the sales assistant in Nottingham's store, ''even though Pretty Green is a quite young brand, that only specialize in menswear, many people either favour or dislike the products but the brand still gets quite a lot of attention, especially from the younger audience who is arty and into subculture of music''. Nevertheless, primary research revealed that Pretty Green is perceived as a very niche brand that is typically for British youngsters, which means that there is area for improvement when launching overseas.

PESTLE ANALYSIS 15

P E S

Political. Fashion business is often affected by certain political factors. When it comes to Pretty Green, Brexit could be a serious threat to the British fashion business of this international brand, as there was a lot of economic uncertainty and instability throughout the last year due to the UK leaving European Union. Regarding the situation, Pretty Green, which sells clothes online and in stores, blamed the loss on the EU referendum which saw the value of the pound collapse (The Mirror, 2017). Liam Gallagher stated that the results for the year were impacted by an unexpected increase in production costs caused by currency rate movements around the EU referendum (Gallagher, 2017). Nevertheless, this situation encourages Pretty Green to continue he expansion of the business into new markets and be on the lookout for sequent dissemination of the products.

Economical. The UK's inflation rate climbed to its joint highest in more than five years in August as the price of clothing rose (BBC, 2017). The Office for National Statistics stated that the prices of most goods climbed, mainly for rising import costs for retailers. Increases in raw materials costs, can make it difficult for Pretty Green to sustain wholesale level resulting in a decrease of profitability.

Social. Two key but contrasting consumer groups are about to grow exponentially: the elderly and retired, and the millennials. To succeed, fashion companies will likely need to focus the way they serve both these groups (Business of Fashion, 2017). However, rather than designing for a particular age group Pretty Green should consider tailoring its strategies in a way that the products would be suitable for both generations by identifying clear values that would engage both of these age groups. As Pretty Green is all about rock and roll alongside promoting a healthy lifestyle both of the different generations could relate to this idea in their own manner, If Pretty Green is more flexible the brand will receive more attention and thus recognition.

T L E

Technological. Brands such as Pretty Green might find predictions for consumer needs much harder in 2018 due to the forever evolving world of technology in the fashion industry. Digital platforms and strategies become more prevalent, integrated and sophisticated, with e-commerce rising, pure-play brands emerging, and brands engaging with consumers through virtual reality (BOF Team and Mckinsey & Company, 2016). Therefore, one of the most significant trends is the recent rise of shoppable media. 91% of brands are using more than one social media platform (Hainla, 2017). Becoming more involved within the social media would allow Pretty Green to target a wider market while increasing profits and brand recognition. By providing convenience through quick and easy shopping Pretty Green's consumer loyalty would increase as repeated purchasing would occur as a result that the brand would have adapted to their lifestyle being fast paced.

There are certain laws and regulations that every fashion business must follow. When it comes to Pretty Green, as the brand itself focuses on ethics and sustainability within the business and its supply chain, obedience to the law has to be ensured. Pretty Green is concentrated on creating ethical brand's image, therefore it is crucial, especially when expanding into new markets that the company complies with the local laws in the local markets everywhere it operates.

Nowadays the green side of every fashion business has become essential. Consumers are rapidly becoming eco-conscious. To sustain a positive perception, Pretty Green's garments are made using organic cotton as well as all of the designs meet fair trade standards. Such contribution to the environmental trends will allow Pretty Green to build strong reputation and trust within her target market.

SWOT ANALYSIS

STRENGHTS ·W ·W ·W ·W ·W ·W ·W ·W ·W ·W

Strong brand identity Music orientated Has a loyal customer base Wide selection and product range Quality materials Specific and niche to target consumer Distinctive style and instantly recognisable designs Celebrity endorsement Wide range of collaborations, e.g. The Beatles, Jimi Hendrix Multiple retailers such as House of Fraser as well as flagship stores.

WEAKNESSES ·W ·W ·W

·W ·W

OPORTUNITIES ·W ·W ·W ·W ·W

There is a great gap for launching a line of womenswear Use internationally recognized people as brand ambassadors, such as Instagram influencers Reach into American music culture Focus on trends, which means including a new range of clothing such as sportswear.

Isn't widely recognized even in the UK as it is a relatively new brand Only provides products that are basic - consumers that are trend orientated might potentially choose a competitor brand Doesn't have distinct marketing strategies as brand is poorly advertised, accordingly, there is a lack of exposure High price point on majority of the products competitors may be cheaper.

THREATS

·W ·W ·W ·W

Economic downturns due to Brexit Rapid change in consumer trends within retail The brand might come across as too British Gallagher could be perceived as too controversial, which international markets might not understand.

BRAND POSITIONING MAP High price

Niche

Popular

Low price

As Pretty Green is a mid-range brand, it serves a relatively niche market. Therefore Pretty Green faces a lot of competition from similar brands that are much more popular with having a bigger consumer base and potentially receiving a bigger profit. Pretty Green's product ranges are fairly affordable. Furthermore, the brand stands out of their competitors for both its links to music and fashion. Pretty Green and its direct key competitors, such as Paul Smith, Hugo Boss, Ralph Laurent and Tommy Hilfiger offer similar range and quality of products, however, based on the brand positioning map, they all took different positions. Pretty Green stands on a quite niche but affordable product axis similarly to Paul Smith that offers a bit more costly items. Equally, Hugo Boss and Ralph Lauren are on the expensive and popular product axis, while Tommy Hilfiger remains on the favoured but not as expensive product position. When it comes to Pretty Green, staying on a quite niche axis and offering relatively expensive products in comparison with other brands, may suggest their customers to consider other labels. This may encourage consumers to look for more fashionable and popular items even at a higher price, such as their indirect competitors. This leads to the idea that Pretty Green needs to seek for new ways and marketing channels to entice a wider target market and make the brand stand out amongst all of the competitors, for e.g. by offering a new range of products that are more based on fashion trends. Nevertheless, although there are competitors within the range, Pretty Green is a unique brand in its roots and channels entirely different vibe to the likes of Paul Smith or Tommy Hilfiger. As quoted by Pretty Green's director Nigel Grant, ''In 2010 Pretty Green won Best Menswear Brand at the Drapers Awards; competing against Paul Smith, Hugo Boss, Tommy Hilfiger and Ralph Lauren, which was a real nod from the industry that we were doing something right'' (Millward, 2013).

COMPETITIVE ENVIRONMENT Strengths:

Strengths:

- Global Premium Brand

- Strong recognition being a global brand

- Offers both menswear and womenswear

Offer both menswear and womenswear

- Offers a wide selection of luxury products globally to both men and women as well as children

- Paul Smith, the designer is the brand ambassador - Increased distribution network due to apparels being sold in approximately 35 countries

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- Solid distribution network as the products are sold globally - Popular advertising and brands' visibility

- Use models from different ethnicities in their advertising campaigns - Brand is digitally interactive - Stable consumer engagement

- Celebrity endorsement

Weaknesses:

- Limited brand awareness compared to other lifestyle brands

- Brand segment has a huge competition from other brands

- Fake imitations of products affect the sales

- Limited target audience.

- High investments in brand protection and maintenance.

- Unstable cost of margins due to buying and selling in different currencies.

ANSOFF MATRIX

NEW MARKETS

EXISTING MARKETS

EXISTING PRODUCTS New retail places could be a tool to gain profit by selling products to existing consumer. This would enable the brand to become more accessible to their clients due to the wider varietety of locations. This could be done by introducing pop-up shops. Pretty Green would benefit from this by increasing brand awareness and becoming more attractive to their market.

When introducing products in to new markets, Pretty Green could popularize their basic apparel, such as t-shirts and parka jackets as well as accessories to build brand image and reputation in other countries.

NEW PRODUCTS Along with introducing new products, Pretty Green could offer styling opportunities such as street talks from the face of the brand and other influential individuals and/or have tailoring services provided within the store to create exciting personal shopping experience for their existing customers.

When launching new products in to new markets Pretty Green could consider personalisation as a tool to build loyal customer base. It would allow to attract consumers who look for more personal and tailored products.

CONSUMER PROFILE

·W

A millennial in his mid-20s

·W

Lives in urban areas

·W

Drives Vespa

·W

Works as a freelance graphic designer

·W

Has a disposable income

·W

In his free time goes to music festivals, attends gigs, enjoys going on road trips and camping

·W

Is aware of new emerging trends and likes to stand out from the crowd but prefers classic styles and quality clothing

·W

Feels nostalgic for music of 60-70s, therefore collects vinyls.

4 Pâ&#x20AC;&#x2122;S MARKETING MIX

PRODUCT

PRICE

PLACE

PROMOTION

Pretty Green offer two unique labels. Green Label is a casual range that provides quality everyday pieces. Black label is influenced by classic British tailoring, using fine fabrics with an innovative attention to detail (Grant, 2011). Every year there is also a line in collaboration with certain figures from the music industry, such as Jimi Hendrix or The Beatles.

The pricing of items may vary by the type of products and collections. Brand's Black label is con-

With brand's owner Liam Gallagher coming from Manchester, Pretty Green has the heart of the city. However, the very first store was opened in Reading as this is where Pretty Green's head office and distribution centre are situated, which means a great location for a brand to operate being close to London and M4 corridor.

Pretty Green is promoted through sponsored events, such as awards and exhibitions. The brand also holds gigs from local British bands playing in the stores. Finally, Pretty Green actively engages with their audience through their social media profiles, such as Instagram, Facebook and Twitter.

sidered to be more expensive in comparison to the Green one, which appeals to the wider consumer audience. Generally, Pret-

ty Green range includes coats that cost up to 425 pounds, jeans for up to 150 pounds and 45 pounds polo shirts.

USA MARKET ENTRY 29

CHALLENGES TO FACE Whenever a new brand launches in a completely new market, challenges are inevitable. The US market is highly competitive and there are various threats that may affect Pretty Green's expansion and the way their business is going to operate. Therefore, Pretty Green has to make sure to offer something different from their competitors in order to stand out. As Pretty Green is a niche brand, they could be aiming at a market that is too small, which could potentially minimize brand's success. Pretty Green might come across as too British, with strong connections to British music culture, such as the Mods and Rockers, and American consumer may not be able to relate to this. Consequently, Pretty Green would have to balance their heritage with innovations to be inclusive and attractive for a new market. The popularity of Oasis in the UK has been a major selling point for Pretty Green in the UK but they were not as popular in the US, therefore this may limit general success of the brand in America. To avoid this, Pretty Green should find a way to promote themselves while using a local public figure.

STORE PROSPECTS TYPE As there going to be some inevitable challenges for Pretty Green when launching in the US, for a successful establishment, the expansion should be gradual. Instead of opening a flagship store, Pretty Green could introduce themselves in a form of a pup-up shop or a concession form to a new market in order to create an interest and a demand for more products. The latter option could be implemented in one of the most popular America's department stores, such as Macy's, Nordstorm or similar. This move would allow the brand to keep an eye on sales and judge whether there it makes enough profit to open a flagship store.

LOCATION A store location is a key thing to consider when launching in the US. A right place means it easier for a brand to approach their desired target audience, otherwise Pretty Green's success would be potentially minimized. For the purpose of this report, Pretty Green could open a store in New Orleans. It would suit brand's target demographic as 30% of the New Orleans population is aged between 25-45, which is the core consumer age group for Pretty Green. 10.4 million tourists visited New Orleans in 2016 and visitors spent 7.4, which shows that tourism is increasing and people are willing to spend more when travelling. In addition, Pretty Green's point of difference is the music heritage similarly to New Orleans' which was represented within the primary research, when taking a survey, as the majority of respondents linked the brand with music.

IN-STORE ENVIRONMENT The interior of Pretty Green's concession and a store in the future should be similar to the ones in the UK so as to represent the original brand's image. The emphasis of Britishness should be reflected within the store as a part of Pretty Green's identity. A distinct layout and visual merchandising would also represent a quality of the products with some rock and roll music playing in the background to liven up the general vibe of the brand.

MARKET OPTIMISATION STRATGEY OPPORTUNITY 1: ATHLEISURE In order to optimise their market when launching in the US, Pretty Green could use an opportunity to develop their product rage incorporating athleisure items. Nowadays, athleisure is more than just a trend for US consumers, it is the new casual. ''Americans are being drawn to athleisure in larger numbers every year. In 2015, while the whole of retail sales were flat for the year, sales of athletic wear were up 12%'' (Fortune, 2016). With increasing pace of lifestyles people demand less maintenance for their clothes. In addition, secondary research findings showed that consumers will spend more on impulse and will purchase athleisure pieces in replacement of core casual wear items (Retail Gazette, 2017). Therefore, athleisure would provide a great chance to expand brand's products line in consideration of Pretty Green's target consumer, who is particularly interested in both music and outdoor activities as well as sporting culture. Pretty Green could produce a range of athleisure for men that features their signature prints, such as paisley, on everything from cycling wear to joggers and shorts to substitute lounge wear. By doing this, Pretty Green could potentially attract even a wider US millennial audience.

OPPORTUNITY 2: INFLUENCER

One more great opportunity for Pretty Green when expanding within the US market could be a collaboration with a local influencer. From the primary research that was made in New York's Y-Pluse PR agency, it was found out that ''US consumer would trust the advice of a lifestyle enthusiast more than of someone in the public eye'â&#x20AC;&#x2122; (Y-Pulse, New York, 2018). ''Promoting products via social media influencers can be categorized as a form of subconscious marketing, and this trend is likely to continue in the future, as roughly two-thirds of marketing departments are looking to increase their budget for influencer marketing over the next year'' (Fastenau, 2018). In particular, Instagram could be a great platform for developing this idea as a survey by the Pew Research Centre found that 71% of Americans aged 18 to 24 were on Instagram, and that more than half of them visited it daily (Smith and Anderson, 2018), which is a core target market of Pretty Green. A great example of an American influencer Pretty Green could potentially use is Luka Sabbat, who is a well-known fashion icon, model and a blogger with a significant popularity in the US and has an outstandingly large social media audience following him. Pretty Green is predominantly advertised in the UK as being a typical ''White British'' men store. Therefore, it would be beneficial for Pretty Green to adjust to the varied cultural backgrounds of the US consumers by including models of different ethnicities and backgrounds in their campaigns, such as Luka Sabbat, in order to demonstrate the consideration of diversity. In addition to this, Pretty Green could use the influencer's social media platforms to boost sales and attract new consumers' attention. There are plenty of ways Pretty Green could promote themselves through the influencer, such as giving them a complimentary clothing to advertise on Instagram posts by sending the influencer to events sponsored by Pretty Green or by placing them at a festival such as Coachella, Sasquatch, Bannaroo to promote the products in a store or a pop-up. Collaborations with influencers to create celebrity endorsed merchandise could also be considered to build a revenue and grow Pretty Green's brand awareness in the US.

OPPORTUNITY 3: PERSONALISATION Finally, another great move Pretty Green could make when launching in the US would be incorporating personalisation into their business. Secondary research showed that North American consumers absolutely demand personalized experiences from brands, and are comfortable with receiving tailored messages, styling recommendations and related products or content based on their personal data. It is also important to point out that personalization presents a huge in-store opportunity, as physical stores are more likely to drive last-minute purchases over $50. Consumers want more in-store personalization 41% of shoppers said they would like sales associates to be able to see their online shopping history in-store (Pandolph, 2017). Considering the fact that Pretty Green's consumers are typically interested in music and may even be a part of a music collective, styling services could be provided within the store with modern technologies integrated to offer digital shopping experience. It would be beneficial for Pretty Green to invest in this trend later when entering US market, where interactive and personal shopping experience is highly valued. Being aware of consumer psychology, by Pretty Green incorporating personalization into their proposition, it would allow the brand to cater to American individuals who seek for a more unique and personal product.

CONCLUSION Throughout the 9 years of existing Pretty Green has built a significantly strong brand image via wide range of collaborations and being so strongly tied up with the music culture within the UK. However, if the brand is about to launch in the USA, judging form the current market situation, Pretty Green would face a lot of challenges in order to successfully join a new market. The strong British heritage could potentially be a struggle for a brand to connect with American consumers as they are not familiar with the culture that Pretty Green represents. To avoid this, Pretty Green should find ways to be innovative and attractive for US consumers, while staying true to their essence. Ultimately, the â&#x20AC;&#x2DC;nichenessâ&#x20AC;&#x2122; of Pretty Green can be perceived as a positive feature and could bring something new and unique into the US market. Yet, global brands have to manage to be open to everyone and need to adjust to the new emerging trends, such as influencer marketing and personalisation in order to be successful. If Pretty Green would be able to achieve this, the gradual expansion could be prosperous and even help to spread the unique idea the brand has alongside gaining an additional profit overseas.

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Liam Gallagher (2015). Liam Gallagher Pretty Green. [image] Available at: https://www.manchestereveningnews.co.uk/incoming/gallery/pretty-green-fashion-shoot-sifters-7934481 [Accessed 11 May 2018].

Pretty Green (2016). Pretty Green campaign. [image] Available at: https://s3-eu-west-1.amazonaws.com/ss15/news/ss16pc1.jpg [Accessed 31 May 2018].

APPENDIX

Pretty Green interview in Nottingham: What are the most popular items in your store? It is a mixture, it depends on the time of the year. Our jackets is the most popular outwear, as well as polo t-shirts and shirts. What is your typical client? A market can range from teenagers to older gentleman. Even though we are only a menswear brand, a market is definitely wide. We don't specifically do any womenswear but we get quite a few women coming into a store and buying. But usually it's typically a teenager who is into a subculture of music and is arty. Is there a chance that in the future you will have womenswear as well? We are quite a young brand (next year turning 10) and at the moment we specialise only in menswear but there is a huge possibility that there will have womenswear items in the near future. Do you think there is a gap for Pretty Green to launch in the USA market? Yes, definitely. Starting from Liam Gallagher, who is the owner of the brand and a well-known person globally, it could have a massive influence if Pretty Green was about to launch in the USA.

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