Fashion Marketing Portfolio by gabriellemai

COS NURSING WEAR By Gabrielle Riley 1

CONTENTS PAGE

EXECUTIVE SUMMARY PAGE 4

THE MACRO TREND - 12

PRIMARY RESEARCH - 23

COMPETITOR ANALYSIS - 34

MARKETING OBJECTIVES 38

MARKETING MIX - 40

PROJECT TIMELINE - 24

TARGET CONSUMER - 26

BRAND POSITIONING - 32

CONCLUSION - 56

BIBLIOGRAPHY - 58

REFERENCE LIST - 60

EXECUTIVE SUMMARY

THE PARADOX

It is 2019 and still 1/3 women feel uncomfortable breastfeeding outside of their own home as society labels this natural act as sexual (Community Practitioner, 2017). Breastfeeding has positive health and emotional impacts on mother and baby and is an important bonding time in both of their lives. COS could influence the fashion industry to help normalise this act by bringing out a nursing wear fashion collection as well as build awareness to the normalising breastfeeding online movement. Making women feel more comfortable in what they wear and with breastfeeding in public. Maternity wear is widely available on the high street however nursing wear is not, therefore there is a clear gap in the market for COS to create this extension line which will be beneficial for both the consumer and brand through positive promotion.

For this concept the unique selling point for COS Nursing Wear is that COS will be creating a fashionable, functional, affordable collection for new mothers which isnâ&#x20AC;&#x2122;t readily available on the market. Therefore, differentiating COS, putting the brand ahead of their competitors and other basic nursing collections on the market. This collection will be inspired by the normalising breastfeeding trend. A macro trend linking to body diversity and empowerment for women, this will be a beneficial impact for COS brand identity and not only the nursing wear collection. This collection will be of a high quality, a factor COS is renowned for. However, will also be affordable.

OBJECTIVES

- To create an extension line Nursing Wear Collection for COS - To be affordable - To remain fashionable - To have adjustable elasticated qualities for weightloss - To make the garments functional qualities subtle - To build awareness for the Normalising Breastfeeding trend through promotion 6

USP AND OBJECTIVES

USP

MISSION STATEMENT

This concept is an extension line for COS which consists of a functional, fashionable and affordable nursing wear collection. This will not only raise awareness towards the normalising breastfeeding trend but make the consumer more comfortable having a collection which is functionally easier to use while breastfeeding as well as being able to remain stylish. COS creates minimal wear which are timeless fashion staples. A select range of their AW19 garments would be selected and adapted into a nursing wear collection. These functional qualities will be subtle so it is not obvious that the consumer is wearing a nursing wear garment, and will be able to be worn when not breastfeeding also. 9

THE AIM

AIMS Aiming at the sophisticated new mother, this concept is to create a profitable extension line for COS so it not only beneficial for the brand but the consumer, and the movement â&#x20AC;&#x2DC;Normalising Breastfeedingâ&#x20AC;&#x2122;. The aim is to provide the modern day mother with a collection which is not only fashionable, but adapted therefore the garment is functional to breastfeed in public easily and comfortably. The garments will also have elasticated qualities which will be a useful aesthetic for sudden weight loss post baby. Both qualities will be subtle. 10

THE MACRO TREND

Emerging from feminism movements surrounded on body diversity, female empowerment and how the fashion industry can be more diverse, the normalising breastfeeding trend has gradually gained a higher following on social media. Women from around the world have shared their concerns with people verbally abusing them when breastfeeding deeming it a sexual act. With one case a nurse told a women to stop breastfeeding in the hospital waiting room as it is a sexual act and is making others feel uncomfortable (Community Practitioner, 2017). Of course breastfeeding is natural, therefore society itself have labelled the act as sexual. Although a current macro trend, The Normalising Breastfeeding Movement started in the 1970’s founded by Vanessa Simmons (Simmons, 2018). A positive impact from technology allowed the movement to trend viral online using the hashtag #NormaliseBreastfeeding (Simmons, 2018). From being first used in 2007, to today, celebrities such as Kim Kardashian, Chrissy Tiegan and Julia Bowen have took a stand posting images of themselves breastfeeding using the hashtag. The most current achievement is that they have gained legal protection in 50 states in the USA for women’s breastfeeding rights in public, however the social taboo over the act is still imminent (Simmons, 2018). The movement has gained the attention of popular culture and social media followers, however the fashion industry has not yet helped raise awareness. This could help women feel more comfortable and gain a confidence to breastfeed in public. The PHE (2015) poll which had 2392 mothers as respondents found 1/3 feel uncomfortable breastfeeding outside their own home, 6/10 women take steps to hide it when they breastfeed in public and 1/10 have chose not to breastfeed at all due to worry of not being able to breastfeed outside the home (Community Practitioner, 2017). The social stigma shouldn’t influence or worry women so much and impact important decisions which are beneficial for mother and child ‘s health and bonding. COS could impact this trend by building awareness and creating a collection which would be beneficial to the consumers confidence. 13

VS NURSING WEAR

It is apparent that nursing wear is not readily available on the high street market where as Maternity wear is, therefore COS would be tapping into a gap in the market which other high street competitors are yet to do. They would set a trend for them to follow. However, women tend to breastfeed for longer than they wear maternity wear, therefore having more maternity wear on the market over nursing wear does not make sense (Thebreastfeedingnetwork, 2014). UNICEF recommend that a baby should be exclusively breastfed for the first 6 months of their life, then for the next two years to be breast fed along with solid food, therefore women are potentially breastfeeding for the first two years of their childâ&#x20AC;&#x2122;s life (Thebreastfeedingnetwork, 2014). Where as women only usually buy maternity wear for the last 6 months of their pregnancy on average(Thebreastfeedingnetwork, 2014). The nursing wear which is available is from a highly limited range with basic aesthetic qualities, there is a need for fashionable yet functional breastfeeding wear. In the current contemporary society there should be a fashionable range for the new other with a sophisticated styling which allows for functional qualities such as weight loss and accessible for breastfeeding.

MATERNITY

PESTEL ANALYSIS

POLITICAL

From a political perspective, Brexit has still remained uncertain with deals being denied, their is an aim to create Britain to be a healthier society with politicians bringing out policies such as the sugar tax ban (BBC News, 2018). Further issues around gender equality in the industry have also been topic of the news as Jeremy Corbyn is under fire after calling Theresa May a ‘Stupid Women’ although he denies this, it has caused a debate amongst politicians and sexism in the industry (BBC News, 2018).

ECONOMIC

Patisserie Valerie in a financial crisis, RBS pays their first dividend in ten years, after avoiding it as well as a rise in the self employed avoiding tax. Their is a consumer growth as ‘young people have the spending power’ linking to the rise of fast fashion and online shopping, resulting in the high street struggling, with a vast amount of high street names closing down in 2018 with BHS, House of Fraser and Debenhams closing stores (BBC News, 2018).

SOCIAL

Topshop dismantles their first feminist pop up, Diverse marketing hypebody positivity is on the rise this year linking to the rise in people shopping gender blurred collections, in fact 30% of J.W Andersons collection is unisex (BBC News, 2018). This could link to the issues surrounding on Mental health rising as society puts more pressure on people today, therefore we should be more inclusive. To raise awareness we have national mental health day. However, has this gone too far with unisex childrenswear lines from John Lewis as the collection gains backlash and criticised as confusing. Another argument regarding childrenswear, is it age appropriate (BBC News, 2018)? As children in a modern day society seem to be growing up faster than ever. Makeup for men is also a debate in terms of inclusivity, is their a gap in the market? Women of all ages are being seen in campaigns in the new ‘flat age society’ as we deem age is irrelevant with the likes of Baddie Winkle. As well as the runway becoming more diverse regarding body shape with pregnant models walking down the runway. Meghan Markle also announced she was pregnant, which a lot of tabloids have jumped on watching her fashion change as she wore maternity wear, this had lead to further discussion on “what does the modern day women wear on maternity? (BBC News, 2018)”. Similarly, another discussion linking to new mothers is the debate on “sharing breast milk with other mothers” for mothers who can’t produce it (BBC News, 2018). Meghan Markle announcing her pregnancy has lead to a wide variety in motherhood discussions. Society also urges for a need for sustainable and ethical fashion - a factor the fashion industry is constantly researching.

TECHNOLOGICAL

PESTEL ANALYSIS

Over the last few years there has been a rise in online shopping as well as shopping apps. This has affected our high street impeccably and is forcing retailers to sell products online as well as in brick and mortar stores or they risk going bust. People carry cash less and less and the contactless payments are rising considerably (BBC News, 2018). Regarding mental health, studies have found that dating apps are acting making people feel more down when they are getting rejected or can’t find love. Again, along with social media, Facebook has shut down ‘spammy’ politics pages on the site, only the official news pages are allowed (BBC News, 2018). Amazon has currently scrapped the sexist ‘AL’ tool after criticism that it was offensive (BBC News, 2018). . There has also been new development regarding the beauty industry with new technology which can make you feel more confident without getting cosmetic procedures done.

ENVIRONMENT

Netflix is replacing DVDs and TV, however the new argument is, is this bad for the environment? The global warming crisis is becoming more and more urgent as all news channels are sending out worrying reports on our current climate. The 20 most warmest years have been in the last 22 years, and global warming will just keep on growing. One way we can make a change to environmental impacts are taking part in flexitarian diets. Through global warming and climate change, an Indonesian Volcano erupted this week which caused an Tsunami. Over 100 people died after this tsunami and endangered Rhino is feared to become extinct after worry they have survived the trauma (BBC News, 2018).

LEGAL

With politicians as well as TV chefs such as Jamie Oliver wanting to make sure we live in a more healthy society more and more food policies are coming out. Jamie Oliver has released a debate on banning 2 for 1 pizzas as he believes these deals are impacting on child obesity. However this comment was criticised calling the government ‘The Nanny State’ as backlash to all the healthy eating legislations which are coming out (BBC News, 2018). Another legislation which is making a change for young girls is the ‘stop period poverty’ movement (BBC News, 2018). Leeds was a city which had the highest rate of young girls who couldn’t afford tampons or pads so instead would stay off school. Providing girls with financial aid for these necessities will help solve this issue.

SWOT ANALYSIS There are clear strengths and weaknesses for this concept COS Nursing wear which the brand should be aware of.

STRENGTHS

Creating a product line which is not readily available on the market. A collection which provides functional qualities; pratical when breastfeeding, adjusts to weight loss with an elasticated weight as well as remaining on trend.

WEAKNESSES

The market is very niche, however as assessed, women wear maternity for less time than they breastfeed, yet maternity wear is more readily available, therefore COS will be the main brand this niche market will buy from. Primary data also proved that the new mother is willing to spend money on an affordable nursing wear collection to remain in style.

OPPORTUNITIES

To push the normalising breastfeeding trend with the fashion industry creating more awareness for the movement. There is also an opportunity to create a collection which is not readily available, which will be beneficial for the consumers emotional and practical needs making her feel more comfortable, confident and at ease when breastfeeding in public. This collection also has the opportunity to be a profitable collection for COS and boosting the brand image in a positive light.

THREATS

Competitors could latch on to the trend by creating a similar collection at a lower price point. As well as the market being too niche. However, COS will have the reputation as being a brand which is empowering women through their nursing wear collection and research shows that the new mother would buy from the collection. These are positive aspects of why COS should create the collection.

PRIMARY RESEARCH

Survey results of 63 women participants, 95% of which had previously had children, 80% which had breastfed and 66% openly breastfed in public. The survey questions were in align with the concept of nursing wear. 72% stated while breastfeeding they struggled to find nursing collections to buy from , as well as 92% stated that elasticated clothing would be useful post baby. In terms of remaining on trend and fashionable while breastfeeding 79% stated they found it hard. Regarding the COS Nursing wear collection all respondents apart from one confirmed that they would like to see Nursing Wear more readily available on the high street and would shop themselves from a nursing collection which was practical, fashionable and affordable. Therefore, the results further clarified a consumer need for the product and there is a gap in the market which a product line will be successful in. 23

PROJECT TIMELINE 2019 March

2019 January

Product and design development

Legal Procedures in plae

2019 February

Design process for AW19

2019 April

Samples manufactured

E 2019 May

Manufacturing made

2019 July

Promotional images and video released Pop up event

2019 June

2019 August

Promotional images and video shot

2019 September

Collection Released

Articles released on collection in Vogue

TARGET MARKET

DEMOGRAPHICS The consumer is the modern day working women, starting a family. The age range will vary from 25-40, a women who is a new mother. This will be a collection based for the UK consumer, however, if successful can be then trialled in the stores around Europe. My consumer is well educated, with a love of design, fashion and architecture which is essentially the COS consumer. Depending on her age her income could vary from £25-£50,0000 however, will be a career women that could be currently on maternity leave. PSYCHOGRAPHICS A fashionable women who tends to shop at Zara, Asos, French Connection, Mango and Cos for a sophisticated, on trend styling. She regularly shops online and in store and as a Vogue subscriber keeps up with the latest trends, finding the styles from high street brands. This consumer usually shops in high street, middle market brands although does buy occasionally from luxury brands. Her favourite purchase this month was a Zara jumpsuit and Mango snakeskin boots, which she spotted in Vogue. As a career women working in Marketing and PR keeping up with the latest trends, macro trends and current affairs are very important. Therefore reading the news and having an avid interest in politics is important, as a conservative voter herself. Family is very important to her and socialising with friends. Now she has just started a family her priorities have shifted and will be spending a lot more family time with her new baby. BEHAVIOURAL The consumers on average shops monthly to keep up with the relevant trends of the month and season. Her disposable income is spent on her wardrobe, although now she has a baby this will be limited. Her online shopping will go up compared to shopping in store as it is quicker and less time consuming. My consumer spends a lot of time on her phone on social media keeping in touch with friends and family and keeping up to date with the latest news. GEOGRAPHICS The consumer is a cosmopolitan city women who likes to spend her time in trendy cafés, shopping and big busy city vibes. The consumer will be based in the UK in cities such as London, Manchester, Leeds, Newcastle. This collection will be placed in COS Stores around the UK. 27

CONSUMER PROFILE

Meet Sarah, 28, a new mother from London. Sarah works in beauty PR and has a busy day to day life at work. She likes to maintain her social life with her friends as well as spend time with her fiancé Brad who she lives with in her home in London. Sarah has recently had a baby girl named Ruby and is currently on maternity leave. As a fashion lover she finds it hard to maintain being on trend in the latest fashion styles while finding a top which is easy accessible to breast feeding. Sarah openly breast feeds in public and believes woman should be able to feed their baby whenever their baby needs it no matter whether they are out or at home. She is behind many of the feminist lead articles and social media appeals of woman having the right to breast feed in public. As a fashion conscious female, usually shopping from her favourite brands such as ASOS, Mango, Cos and French Connection, Sarah has found it hard to maintain her style when out now she is breastfeeding Ruby, she is looking for a brand which has a fashionable nursing collection. When Sarah is not at work or socialising she spends most of her time with Ruby and Brad out on day trips, shopping, going for walks and going for food. The brands which are important to her are not only the fashion brands that she shops at but brands such as apple as she uses their technology at home and at work. Another favourite is OXFAM as she likes to be sustainable as well as donating to charity and giving old clothes to charity shops. Again, Fairtrade as Sarah believes in equality and ethical standards in the workplace. Sarah also tries to be as sustainable as possible and thinks of ways to save the environment in her everyday life such as having a ‘flexitarian’ diet , care sharing to work, recycling and cutting down on purchasing plastic.

A DAY IN THE LIFE For a greater understanding of a day in the life of the new mother consumer and how much a baby is fed - this shows there is an obvious need for a nursing wear collection, especially when a mother is not in the home. A NEW MOTHERS DIARY 6AM: Baby wakes for first feed of the day, although I’ve been up numerous time, after 30 mins, he falls back to sleep. 8AM: Baby Rome wakes again - this time for good, there’s no getting back to sleep. After another feed and a change we get up. 10AM: I decided to go for a walk as it is a nice day, I haven’t had a moment to myself since he got up as Rome has cried all morning - hoping this will settle him. 10:30AM: Decided to get a coffee while im walking and I can sit down and breastfeed Rome inside. 9:30PM: Making some bottles up for Rome in-case he is hungry during the night. 10PM: I am fast asleep - hope my husband does all the feeds tonight! 30

12PM: I got home, changed Rome gave him another feed and he is sleeping. Decided I will do some housework while I can. 1PM: Trying to make lunch with a baby is not easy - All I have time for is a sandwich or a quick tin of soup! 2PM: Rome is crying for another feed, think we will both try and nap after! 4PM: The girls have asked if I fancy going out for dinner. I’ve said yes me and Rome will, I have no idea what to wear, and I hope he behaves. 5PM: Meeting the girls at 6pm, but right now I can’t be bothered, I will quickly feed Rome, change him get myself ready and leave. 6PM: Made it on time for once! I will just stay for a quick meal and catch up then get home. 7PM: Rome’s crying for a feed in the restaurant, I’ll be leaving soon after that. 8:30PM: I’m back, and my husband is home from work - he can have Rome for the rest of the evening while I have an early night. Luckily for him Rome is fast asleep. (Broadbent, 2017)

PRESTIGE PRICE

AVAILABLE NURSING COLLECTION

NURSI NOT A

AFFORDABILITY 32

BRAND POSITIONING

ING COLLECTION AVAILABLE

One aim for this concept is to make this Nursing wear collection affordable. Cosâ&#x20AC;&#x2122; price points can vary from low to middle market pricing, however this collection would be on the lower end of their price market. Their competitors have a similar price range such as COS and Topshop. However these competitors do not have a nursing wear collection available. High street brand H&M does have a nursing wear range available as well as Next and Asos, these may not be direct competitors of COS however are competitors regarding nursing wear. These collections however are affordable yet basic, each brands has a very limited range. COS will create a more varied collection. 33

COMPETITOR ANALYSIS

COMPETITOR ANALYSIS 37

The direct competitor of COS is Mango, a brand of similar price points and product range. However, Mango is not a direct competitor in terms of Nursing Wear, the brand only has maternity wear available. Similarly, Topshop only have maternity wear available with two nursing wear bras added to the collection. This was a trend which other indirect high street competitors of COS also followed. Asos, Next,H&M all have basic, limited collections for Nursing Wear often put amongst the maternity wear section. Nursing wear is a collection in its own right and should have a separate section in store visual merchandising as well as its own page on brands websites. There was limited stock available, colour range, sizes, designs and patterns. The items were not on trend, or suitable for an evening on special occasion. Weight loss was also not considered by any items in any other brands collection. A new mother loses weight, this should be considered in the size chart and design process. Therefore COS will be entering a clear gap in the market by providing the new mother consumer with an item which is clearly not provided by existing nursing wear collections on the British high street. These collections were also hard to find as the existing brands did not promote or market the product openly, no campaigns existed and didnâ&#x20AC;&#x2122;t come up on website product searches due to being placed with maternity wear.

A campaign which will take a minimal COS approach will promote the new nursing wear collection along with the movement. The campaign images will be spread on social media directly and indirectly. This will then be promoted in print media with articles in Vogue and Harpers Bazaar.

TO CREATE A POP UP EVENT WHICH WILL COMBINE A PRE RELEASE AND TALK ON THE NORMALISING BREASTFEEDING TREND. A pop up event will be placed in the Regent street store which will be ticket entry. This will be available to the public as well as fashion insiders. This will consist of pre release of the products which will be available to try on and pre order as well as conference from a member of the normalising breastfeeding movement on why this collection is important.

TO CREATE A PRODUCT FOR A MARKET WHICH IS IN NEED OF NURSING WEAR COLLECTION WHICH IS FUNCTIONAL, AFFORDABLE AND FASHIONABLE FOR THE CONSUMER AS WELL AS PROFITABLE FOR THE BRAND.

There is a clear need and gap in the market for this collection. Although the market is niche, the campaign of this collection will hopefully bring awareness to COS itself as a brand and boost general sales, as well as the Nursing Wear collection being profitable. This will be beneficial for both band and consumer. 38

MARKETING OBJECTIVES

TO CREATE A CAMPAIGN WHICH WILL BRING AWARENESS TO THE NORMALISING BREASTFEEDING TREND AND COS.

MARKETING MIX

PRODUCT

COS NURSING WEAR

THE TOTAL PRODUCT CONCEPT (Posner, 2015, P43).

THE GENERIC PRODUCT The generic product is a diffusion line nursing collection for COS mainly a range of tops which are fashionable, functional for breastfeeding yet in a subtle minimal style as well as incorporating adjustable, elasticated qualities for weight loss. THE ACTUAL PRODUCT The design features of the product will be functional in a minimal subtle COS styling. COS is known for good quality garments, this range will be of the same good quality. The price will be on average £35 however will differ slightly depending on features and garment. The packaging will come in the normal COS packaging however will have a swing tag stating “COS NURSING WEAR”. THE TOTAL PRODUCT COS is known for good value, good quality products so the same perceived value will be put on to the nursing collection. However, this collection has added value to new mothers as they will no longer have to compromise or struggle of items what to wear therefore having an emotional yet practical value. In store customers can try on products and their is a return and exchange policy. Online their is a 2 week return policy or you can return or exchange in store. THE POTENTIAL PRODUCT In the future the line could expand, building a wide range of products and further innovative functional qualities. It could end up expanding to maternity wear also. 43

This product range will be designed purely for new mothers who are loyal consumers of COS. This collection will be fashionable yet minimal linking to the COS style, however functional and practical for breastfeeding. This will also have an elasticated element which can be adapted as women lose weight post pregnancy. This will be linked to the normalising breastfeeding trend by using the fashion industry to build awareness to the movement. The products will remain to COS’ high standard of manufacture, design, fabrics and quality as well as keeping their on trend minimal aesthetic. Their will be a wide range of products on offer. The first release of the collection will start with AW19 with 40 pieces in the range. The majority of the items (30) will be taken from the original AW19 collection for COS and adapted at the design process so they are functional for the nursing wear collection. However, 10 items will be Nursing Wear Collection exclusive. They will consist of tops, T shirts, Blouses, Shirts, Jumpsuits, Playsuits and dresses. The whole collection will be affordable, however the price points will be varied and the quality will remain of the same quality that COS is well known for so their reputation will still be standing. The exclusive deigns will also add desire to the collection and be valued by the consumer, as it will achieve differentiation as well as competitive advantage by creating a range which is innovative yet relevant to the consumer need.

COS’ price points are affordable however higher than some competitors on the high street such as H&M who have nursing collections. Although, COS products are better quality and have higher longevity compared to garments in H&M. A top in COS can range from £17 - £150 depending on materials and manufacture, this collection will aim for the lower end of this spectrum to make sure the collection is affordable at approx £30, however not all garments in this range will be the exact same price. This will achieve differentiation by creating an affordable range of high quality and on fashion, which also serves a purpose that other brands have not yet created, therefore creating competitive advantage and value for consumers.

FINANCIAL CONSIDERATIONS

PRODUCT DEVELOPMENT Financial aspects have been considered to get to this price range. Researching into competitors French Connection, Next and ASOS financial reports as well as the H&M group, it will cost COS approximately £5 Million to create this brand extension in terms of product development (French Connection, 2018). The in house COS design time will design the garments, however the manufacturer process will differ to the items in the womenswear collection. MARKETING AND PROMOTION The estimate for marketing and promotion sales will be £5 Million for the campaigns, promotional video, the pop up concept talk at the Regent Street Store and the payments which go in to each aspect. Competitor ASOS spent £106.7 Million in 2017 on Marketing and Promotion which 4.4.% of sales. The marketing and promotion of the Nursing Wear collection will gain attention and achieve promotion from print and social media, therefore generating desire, want and positive brand awareness. LABOUR COSTS Labour costs include, payroll, distribution and warehousing. The payroll will not be affected as extra staff in stores will not be needed for the extension line, however the collection will need to be in warehousing and distributed to the stores. This estimate will be £1 Million. OVERALL It will cost COS approximately £12 Million to create this collection, estimated from 2017 annual reports. 44

PRICE

NURSING WEAR PRICE POINTS

TOP PRICE PRODUCT

Cos’ highest price point is £125. My collection won’t be as high as this. The top price product of my collection will be £50. This product will be of higher quality

PREMIUM PRICE PRODUCT A premium price point of COS is £79. The premium price point of the COS Nursing Collection will be £40. These items will be of higher quality than the mid price market, however not as high than top price point.

MID PRICE MARKET

The mid price market will be of the price range of majority of the diffusion line for COS. This will be around the £30 price range. The items will be both good quality, functional and aesthetically pleasing. However, the quality won’t be as high as premium and top price product, and more readily available.

LOWEST PRICE MARKET

The lowest priced market will be tops in the range that aren’t of as high quality compared to mid, premium and top price. They will be highly stocked and readily available, they will be around £20. Bras will also be available and will be in this price range at £10. The aim of this collection is that it is affordable for the consumer, so all price points will be relatively low.

PLACE

IN STORE ONLINE The collection will be distributed to the 26 COS stores around the UK (Cos, 2018). They are situated in populated cities which attract the COS consumer. The consumer will also be able to access the collection online. The website under ‘Womenswear’ in the drop down box will then have ‘Nursing wear’ link so the collection will be an extension line in its own right that is easily found on the website. When the collection is first released the campaign images will be used on the home of the website. The visual merchandising in the store will remain minimal. COS has a renowned love for buildings that are aesthetic with impressive architectural traditional features as well as art and design. This is featured in the visual merchandising as well as the collection (COS, 2018). Inside their stores they aim for a ‘calm modern space informed by a sense of minimalism” as well as combining their inspiration of contemporary art galleries to create an inspiring place to shop (COS, 2018). The nursing wear collection will be no different, remaining the brand identity of COS, taking an understated approach from the store, garments and visual merchandising. Their minimalist approach is in sync with the 2019 WGSN trend forecast for Visual Merchandising as their main analysis for 2019 are to create store concepts which are a calming sanctuary where shoppers can de stress and rewind due to the increasingly anxious consumer (Dickinson, 2018). Spatial and emotive designs are inspired from the benefits of helio, chroma and environmental therapies, this inspired the subdued and un-obstructive product displays and instore designs, this allows shoppers to engage or withdraw. An elements which COS already puts in practice. 47

Nursingwear

WEB DESIGN

A promotional strategy is in place to create desire and awareness for the collection as well as the normalising breastfeeding trend. Competitors of COS who have nursing wear collections have not had a promotional strategy in place for their collection. this could be due to the stigma around breastfeeding as well as the collections being limited and basic. COS will help breakdown this stigma through promotional campaigns. A campaign video will created using a diverse range of women breastfeeding as well as modelling the collection, this will be taken in the usual under stated, minimalist COS aesthetic as to keep brand identity. It will be a mixture of studio and outdoor shots. The locations will link to stories from the normalising breastfeeding page where women have had negative experiences of breastfeeding. Editorial images will also go with the campaign video using the same models and aesthetic. The images and video will be released on all of COSâ&#x20AC;&#x2122; social media channels and website, as well as the Normalising Breastfeeding trends social media page. Magazines such as cosmopolitan, Vogue and Harpers Bazaar will also spread the campaign on their social media pages through paid media, as well as writing articles in their print media. Hopefully the campaign will cause interest and be further promoted by other channels through earned media. As this collection will be aimed to be released for AW19 the campaign will be released in August to create a hype for the collection being released in September.

PROMOTION

SOCIAL AND PRINT MEDIA

An event for the COS consumer, the new mother and an exclusive pre release for the COS nursing wear collection. Collaborating with The Normalising Breastfeeding organisation for a talk on the trend, inspiration behind the collection and why not only you as the consumer but the fashion industry needs this collection. 17th August 2019

POP UP EVENT

A pop up store on the 17th of August will further promote the collection, to an exclusive audience of fashion insiders as well as the COS consumer who will be offered ticket entry. The pop up will consist of a pre release of the collection, a talk from COS designers about what inspired the collection as well as a conference from the Normalising Breastfeeding Organisation as they will explain the importance of the collection and why we should spread awareness. Consumers will be able to try on garments and pre order a product of their choice at a discounted price before the products are on sale.

A capsule collection for the COS mother. Adapted design to create an innovative, functional, collection with your needs in mind.

nursing wear

LABEL DESIGN

To differentiate the collection through branding, all Nursing Wear garments by COS will have a separate swing tag and be situated in their own separate area of the store so they are not confused with the womenswear garments that are the same design but without nursing wear features. This will remain in COS typographic and aesthetics to further promote brand identity. 55

CONCLUSION Although there will be some weaknesses and challenges to this concept such as a niche market being one aspect, this concept would be feasible in todayâ&#x20AC;&#x2122;s society as there is a gap in the market for this collection and it could help make a difference to the normalising breastfeeding trend. A brand such as COS could financially be able to create this extension line and attract the right consumer for the product line such as the working women who is a new mother. If created successfully this collection could be beneficial to three parties, the brand COS, the movement of normalising breastfeeding as well as the consumer both practically and emotionally. The collection will be beneficial to COS not only through profitable gains but also having a positive reputation that the brand wants to empower women, especially new mothers and help make the consumer feel more confident. This reputation could cause the brand to be profitable from all of their collections, not only the Nursing Wear Collection. 56

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