MA: FASHION BUSINESS FUTURES Learning Agreement/ Literature Review Research and Context FASH40004 N0330610 Hannah Hussain 2014
CONTENTS 1. The Study Subject 2. Rationale 3. Wider Context 4. Aims and Objectives 5. Methodology 6. Learning Outcomes 7. Implications 8. Submissions and Timetable 9. References and Bibliography 10. Presentation
1. THE STUDY SUBJECT INTRODUCTION:
While many manufacturers, designers and specialty stores offer a wide array of suiting options, there are often issues with the fit, width and length of many ready-to-wear pieces. Many professionals are now turning to boutiques and suit designers to create custom suits based on the customer’s actual measurements, colour and fabric preferences, and sizing needs (Stream, 2011). Bespoke tailoring is the process by which a suit is cut and built for an individual by a skilled tailor, and it has traditionally been a manufacturing enterprise with an element of retailing activity (Hadley, 2006).
WHAT IS MY SUBJECT OF STUDY?
Finding a niche and modern approach towards women’s tailoring to form a viable business in this market.
RESEARCH QUESTION:
‘WHO WEAR SUITS?’
I will focus on the importance of bespoke suits and aim to fully understand the working women of today, foucssing on her unique lifestyle and her business approach to life. I will investigate who specifically wear’s suits and why, bridging the gap between occupational suit requirements and trending work style. Do we still aim to reflect the winning battle of women’s rights to reflect a feminist and modern culture, or has this been lost through our quest for speed? Extensive consumer investigation into ‘who wears suits’, enables the segmentation and division of the market to form groups. This will help to define, understand and pinpoint the target audience.
2. RATIONALE
When questioning ‘who wears suits’, it’s central to expand on the wider context of the project.
The arise of fashionable work wear is creating opportunities for independent tailors in the UK, London especially, thus redefining the notion of shopping for suits. My business proposal presents the idea of a new suit movement to emerge, with the demand for quality women’s tailoring soaring higher than ever before (Selfridges, 2013).
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Social and cultural trends present an opportunity for female suit tailoring to adopt a new approach to marketing, by capitalising on what working women want from a bespoke suit in terms of function, fit and fashion.
WHO WHAT & WHY
Firstly, I will further clarify the: people wear suits, to discover pitfalls within the market in order to propose a new tailoring approach. It is key to intensely study the working women of today to determine her needs, her desires and moreover her shopping behaviour when it comes to suit purchasing. By exploring her lifestyle we can discover key factors that inhibit growth of the industry. For instance, is there a lack of choice or do women simply not have the time to get fitted? Alternatively, are women unaware of the options out there for tailor made suits? There are a number of questions that need to be answered which are presented in the aims and objectives.
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We live in a multidimensional world where contrast and diversity rule’(KJAER.A 2013: online)
Throughout humanity’s growing quest for self-expression and through our naiveté of self-worship, the demand for stylish work wear has boomed, with tailor-made fashion following in its footsteps. From a business perspective, it’s vital to make the distinction between suiting desires (what women want to wear), and certified professional dress code requirements. The business idea is to provide a service that adheres solely to the working women, with a suitable product range that will appeal to a range of body types, tastes and careers. Consequently the business will provide a service that allows one to customise suits, whilst meeting ‘Diversification is a any occupational and lifestyle requirements. For strategy that takes example, by alterting the fit to increase comfort the organisation would appeal to a women who works from a desk, away from both its or providing specific fabrics for those more active. existing markets and The servive will be provide door to door service its existing products’ which allows one to choose a basic suit design to (Johnson et al, 2006). be modified to fit ones needs. As Leonard-Barton (1992) explains, valuable resources can become core rigidities if they are not modified, combined with different equipment or extended for new use, such as to produce new product lines. This will be done through a number of ways such as: personalised lining, stitching, fit and fabric. Inevitably this transforms the wardrobes of working women, into edible mirrors that reflect one’s personal lifestyle and gives room for selfexpression. “As the quality of fabrics used to make some mass market suits gets worse the role of the interlining becomes ever more crucial. New on the market is the ‘colour-up’ visible interlining.’’ (Jones (2011) in Barrie, 2011: online).
The brand in context will strive for high quality bespoke goods, where design is fundamental. ‘’Value for quality, not cheap, its the key driver in the retail world of tailoring” (Helfgott (2010) in Barrie 2011: online). The off-line tailoring experience humanises the suit shopping experience, it’s unique through sensory collections; fabrics, suit choices and door to door fittings. The brand will be built on QUALITY, MINIMALISM AND SIMPLICITY. Fit will be at the fall front of everything. This level of neutrality should allow the pieces suit a range of body types and appeal to a range of tastes and professions. The business will also connect with women on a personal level, being mindful of the plus size consumer and will imaginably express maternity offerings. Research will determine whether it is important create a range of fixed shapes to make it approachable and less-daunting for a less fashion savvy customer, but this will be explained and further researched during the next stage.
It is important to debate how the business will manage expectations when offering the service, and it’s significant to explore to how to balance quality with speed. The perception of value from consumers will be at the focal point of all research. Porter (1985) states that it’s dangerous to be in the area between quality and cost as it leaves the company with no competitive advantage. This position is referred to as “stuck in the middle” (Porter, 1985: 12). Many expanding brands rely on the leverage of the brand identity to establish prominence in the minds of consumers; conversely the business must break into new markets and execute its ventures through a direct marketing approach. At this point in time this will be the link between bespoke fit, product qualities and pricing, however consumer research may direct the project down a different route. ‘For luxury marketers, responsible prosperity is becoming a powerful tool’’ (Clark 2011, WGSN). The contemporary consumer of today is more connected, engaged, price aware and understanding of market dynamics making them harder to please and difficult to fool. Therefore I will aim to target those that are in sectors that offer opportunities for innovative approaches to differentiation (Grant, 2010). It is important to create a differentiating strategy to
allow the brand to distinguish itself from competitors to make it difficult to imitate by other independent tailors. My new approach to tailoring must not only focus on quality, but be mindful of any new legislations and environmental impacts. The Slow Fashion movement has an existing foundation (Cataldi 2010), and this tailoring service will showcase its consideration towards sustainability.
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The whole aspect of the brand will be defined by the consumer’s perception of value it brings to their life, taking a stand for something beyond selling a product. The business idea as a whole will be humanised to become a representation of its clientele. Moreover, from a brand perspective it creates a product journey from what is generally a one-way, impersonal experience.
You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete. Richard Buckminster Fuller
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3. WIDER CONTEXT
RECESSION
As a consumer society we are being suffocated by multi-channel branding and fast paced retail. The recession has caused brands to lower prices and through globalisation, the mass production of apparel has become an ever growing and profitable industry (Mintel, 2010). Predominantly fashion has become one of the most unsustainable industries to date. As a result this caused consumers to be emotionally responsive to; the health of our planet and workers welfare, creating new fashion tribes and communities and lasting products. Consumers will likely stick with the one or two retailers that they know will fit them (Mintel 2012). Therefore the brand must be reliable and consistant in order to create an unbreakable chain of loyalty with the customer. The modern consumer is more likely to experiment with trends and brands (Mintel 2009). ‘‘Consumers have been buying into fast and throw away fashion for years but are now demanding quality over quantity. The recession has brought about a change in the way that workers dress, with the adoption of a more ‘professional’ image in the light of growing job cuts’’ (Mintel 2009, ‘Value Clothing Retailing UK’: online).
TRACING THE PRODUCT JOURNEY
We are becoming progressively interested in garments which have a journey or story behind them, creating a sense of nostalgia and superiority. Retailers are beginning to tell the story of a product from start to finish. This promotes the longevity of products and establishes the particular brand as a positive counterpoint to fast consumerism (Hieatt (2010) in Stylus 2010: online). From a brand perspective it creates a product journey from what is generally a oneway, impersonal experience. In reference to the business plan, manufacturing garments abroad accumulate a larger profit margin, however I must consider any consequences that may occur from consumer dissatisfaction of having there suits manufactured externally. It could potentially harm the brands reputation and convey a confusing message to those that support slow fashion. Would it be a better long term investment to use manufacture suits in Britain? This is a topic which will be considered further throughout the dissertation in the next stage.
BESPOKE FITTINGS Although fast fashion still dominates the market for the younger shopper, for an older-mid market, investment purchasing is a booming movement as we become more ethically conscious, quality driven, and as the UK revives the recession. Instead the future of buying is moving towards investment pieces that last. Essential to this are brands that offer bespoke and contextual concepts, that convey genuine and trustworthy qualities but also allows for personality reflection. Despite the greater access to variety that niche-sized consumers now have from online retailers, the issue of size is likely preventing these consumers from trying new ranges and products because they are unfamiliar with how these sizes will fit them (Mintel clothing size 2012). ‘Developing multichannel customer solutions will be vital in bridging the gap between the virtual and physical retailing concepts, since size and fit are major barriers to purchase amongst those who already take issue with sizing in clothing’ (Mintel 2012). This tailor-made craze has been clarified via Selfridges, who launched a bespoke service to allow customers to buy unique and customised pieces, implemented from February 2013 (fashion united, 2013: online). Saville Row tailor Henry Rose and designer Emilia Wickstead take part in Selfridges Bespoke service by becoming Selfridges ‘tailor in residence’. This demonstrates the overlap and demand for fashion and fit in terms of suiting.
4.RESEARCH AIMS & OBJECTIVES It’s central to set smaller but longer term goals to achieve the overall business objects, and to eventually enable the business to maximise profits over a set time period. Aims and objectives help to find a gap in the market in which to differentiate, succeed and simply implement the business idea. To gain a greater understanding of working wardrobe for women by answering the following:
WHO WEARS SUITS?
• Why do people were suits • To review specifically what working women want from a tailor made suit by identifying how to satisfy their needs • What aspects of work wear is of key importance to the target market • How much do people spend on suits • To understand the fundamentals of suit tailoring • To fully understand and identify the different between style and design in this field to appreciate the customer.
• To successfully plan, a suiting business that can be realistically implemented on a low budget • To ultimately create a brand and business plan that will flourish in the market • By meeting these aims, modifications to the service can be implemented to become a forerunner with the market.
4.1 OBJECTIVES
Objectives are more specific. They are targets which are set to help achieve the overall aims of the business. To define the elements of a ‘good suit’.
• To find out what elements of tailoring and bespoke practices are of key importance e.g., colour, comfort, fit, individuality • To find out the relationship between suits and current practices • To bridge the gap between fashionable work attire and stereotypically, ‘dull and boring suits’. • To deeply examine the size, depth and potential of the size of the market. • To evaluate inconsistency in attitudes and suit shopping behaviours through specific research practices. • To spot patterns that allow subcultures to be grouped together, so that a common marketing strategy may be extended to several subcultures in a group • To review future trending research material to identify macro and micro trends that may influence the women’s tailoring and general suit industry, to predict future market potential. • To review relevant literatures relating to tailoring in order to contextualise my research within the wider industry.
To analyse current strategies for communicating bespoke tailoring practices for women. • To interview those that wear suits and other industry professionals (such as tailors and suit sales assistants), in order to obtain qualitative data and gain audience insight. • To conduct extensive competitor and market research to identify the brands future unique selling points and solidify brand positioning. All research objectives will be expanded upon throughout the duration of the research project.
5. METHODOLOGY
Other factors such as having female tailors and marketing techniques will all be centred on the research findings.
PRIMARY RESEARCH:
Women differ from men in their shopping habits, typically spending twice as much as men on average per year (Mintel, 2012), however this is not the case when it comes to suits. By creating a niche experiential service it will assist the reinvention of the women’s suit industry.
Research for the report will be conducted to answer the research question ‘who wears suit’. The variety of techniques used will give rise to new findings, reliable outcomes and a wide breadth of knowledge and understanding. I will gain broader information about work wear in general to establish the key players and segment target audiences. There will be an investigation into the unique characteristics of the target demographic for the brand to develop a better understanding of the specific drivers towards consumption, needs and desires. The report will also research how other brands are responding to new consumer needs, changes in the industry and competitors.
My research project will involve both quantitative and qualitative research methods. I aim to use mainly observational research methods in order to deeply observe the shopping behaviour of the working women to answer the research question ‘who wears suits’. I must realistically discover how much time she dedicates towards suit fittings and shopping for suits in general to tailor my project, attain a modern approach to tailoring and achieve successful marketing. Research methods chosen were the most relevant, and they answered a specific question pertaining to ‘who wears suits’, and to define the niche approach output.
Another key intention of research is to classify, ‘why would the customer come to me rather than Austin reed’, which will lead to the making of a new and modern approach to women’s tailoring.
Additional methods used for this report will be questionnaires, focus groups, a Vox Pox (one question via random sampling), and a vast amount of interviews displayed on a CD and transcript in the appendix. All primary research will be conducted ethically according to the University ethical code, and consent forms will be used appropriately. The extension of each method, analysis, limitations, blank questionnaires, graphs and results will be presented in the appendix of the final report.
VISITS TO INSPIRATIONS STORES AND PLACES
Visits to a range of stores will be critical to gain first-hand experience and to get into the mind-set of the consumer. By visiting stores that specialise in suits such as Paul Smith and Next, and places that focus on tailoring such as Saville Row, industry insight will be gained. By conducting observational research and through using a set method to ask customers from different locations, ‘why do you buy suits from here?’, we can start to understand the lifestyle of the working women. This will enable me to adapt the tailoring service to fit their needs, and alternately become more appealing than other services that offer the same/ similar service. With Paul Smith being a market leader in this industry, this research method will also allow me to answer the question: Who buys Paul smith suits?
FOCUS GROUP CONSUMER INTERATION
A focus group will be conducted with women aged 25-50 to gain insight into why they buy work attire from certain places. I can potentially discover the importance and the link between fit, function and fashion within female suiting. Interaction among participants
will create more evidential insight into consumer lifestyles and opinions on specific brands. Overall this conversation will help to solidify problems within the market in order to achieve a unique point of sale. Triangulation will be used to understand the consumer and the industry in more detail. Interviews will be conducted to enable a more in-depth exploration of the topics covered and further. This type of research will allow me to establish;
• Our quest for speed, do we have time to get fitted? • Where do they shop now & why (do women feel there is a lack of choice etc.)
INTERVIEWS CONSUMER INTERATION
Interviews will be the main area of research for me. Face to face interviews from professionals within the industry such as the buyer for female suits at Next, and emails from tailor’s on Saville row will contribute to the final outcome of the project. Other face to face interviews will also be conducted with sales assistants in relevant stores. I will also have discussions with shoppers to determine how to make the experience of suit buying more enjoyable. This research method will answer the question; how will the business manage expectations?
ONLINE SURVEY
Once the target marker is identified, a few initial questions will be highlighted through an attentive online survey, capitalising on the consumer’s lifestyle. This will further analyse in depth the motivations behind the buying of suits to tap in to the main insights and to create relevant marketing techniques in the future with consumers living in a complex world of competing considerations (Harrison 2005 p.49). By indulging deep into the consumer we can also determine which suit designs, fabrics and colours would be most suitable to create a successful sample range, e.g. I could have a limited range of samples all in navy so not to confuse this less fashion savvy consumer. I must also demonstrate the reasons for choosing certain designs, and understand how the client will visual the finish product if she herself is not creatively minded
• This extensive consumer research will help to answer the question, ‘What do city women want?’ • It will also help to create brand values
The majority of research will take a qualitative approach via observation and interviews. The research is buyer focused and due to the complex nature of the consumer decision making progress and consumer lifestyles, this will be the most effective way to gain in depth insight into factors which influence suit purchasing decision making.
5.1 SECONDARY RESEARCH:
Secondary research will be used to analyse the market globally through a wide range of sources. The majority of secondary research will UK based, because the business will be launched and located; however a global outlook is essential to highlight possible disparity and also in order to connect with manufacturing companies abroad to increase profit. The strengths and weaknesses of supply will be studied at a later date.
or fashion conscious. These elements will become helpful in the later stages when I adapt the service.
Fashion trends are beginning to allow organisations to target specific demographics as a potential marketing strategy, and so consumer research allows me to pinpoint exactly why they would buy from my business. Therefore, this type of extensive consumer research will allow me to adapt my differentiation technique and advertise efficiently to avoid becoming the middle man in the market, and become an innovative pioneer within the suiting tailoring market. To meet the needs of this consumer I must fully understand her. ‘To overcome information barriers and lack of communication between designers and the consumer is an area ready for intervention’ (Morley 2006: online). Its crucial recognise current consumer requirements to obtain wide product knowledge, in order to transpire valid reasons to invest. This involvement will correspondingly generate an engaging and emotional connection in which to emphasis during the marketing stage.
Trend reports such as Mintel, WGSN and Stylus will provide past and future forecasts. Journals from Emerald will allow for a deeper understanding into consumer behaviours, and press releases offer valuable information on recent company developments. Magazines such as Drapers, newspapers and background research through lectures will help to inform decisions.
In the future there is set to be designer collaboration with Scottish cashmere brand Hawick to offer bespoke creations (Selfridges, 2013).
5.2 ANALYSIS OF METHODS VALIDITY AND RELIABILITY
Due to the nature of the project, it is significant to conduct a vast amount of primary research to discover shopping behaviours of the working women and to examine ‘her’ needs. Therefore, both open and closed questionnaires will be used online and by hand to increase validity and create a true representation of working women in the UK. It must be considered that some participants may be subjected to social desirability, thus research will be piloted and so a range of research methods will be used to increase consistency. Triangulation will also be utilised.
Secondary research will analyse the market globally. Biased could be questioned as much of the research will be conducted in Nottingham which isn’t representative for the demographic, however the city is a fashion capital. Random sampling techniques in store will also help to diffuse bias and increase sample accuracy. Online research and emails will help to achieve data from a wider audiences as well as research being conducted via telephone interviews, also greatening research dependability.
LIMITATIONS
CASE STUDIES There will be several case studies represented in the report. Currently I predict that these will be, Paul Smith, HENRY HERBERT TAILORs, Armani and the history of the iconic Chanel suit. Saville row in London will be of key interest, which for two centuries has been the international home of bespoke tailoring (City Planning group, 2006).
One case study that has struck interest is the launch of the Selfridges bespoke service in 2013. This tailor-made craze has been clarified via Selfridges, who launched a bespoke service to allow customers to buy unique and customised pieces, implemented from February 2013 (fashion united, 2013: online). Saville Row tailor Henry Rose and designer Emilia Wickstead took part in Selfridges Bespoke service by becoming Selfridges ‘tailor in residence’. Rose creates madeto-measure women’s suits, while Wickstead features a 14-piece collection that can be personalised by colour, fabric and fit. This shows the overlap and moreover demand for fashion and fit in terms of suiting.
Time and experience will be the largest limitations of this research project, with partial time to assess progress and change direction if needed. Although I obtain experience within the fashion industry, previously studies revolved around street style and teen fashion as oppose to high fashion, luxury and moreover work attire. In one respect it poses a disadvantage to the project, though in another, it allows for fresh and non-bias insight with opportunity to learn. My lack of knowledge on the topic of women’s suits gives rise to extensive research from the basics of work wear. This will in turn encourage exploratory discussions throughout the report which will be developed on the grounds of research, regardless of personal taste. My method to discovering the industries’ progression of women’s suits will be via the literature review and of course the methods I have presented. Ethical implications will be considered according to the University ethical code and permission asked to use individual’s words and consent forms used appropriately. I will be honest and transparent in my data collation and representation to avoid academic fraud and I will be conclusive through my references.
6.LEARNING OUTCOMES
I have segmented the outcomes into two sections, project outcomes and personal outcomes. They are listed below:
My learning outcomes will be a reflection of the skills I already acquire but also skills I wish to gain throughout the duration of the MA. They’re also key project outcomes which will permit me to generate a successful business plan.
PROJECT KNOWLEDGE AND UNDERSTANDING
• The knowledge and understanding of the market in depth, to recognise how to make the experience of buying suits more enjoyable and exciting. • To identify key players in the field. • To adopt a niche and new approach to the industry as a whole. • To unpick, identify and establish specific consumer needs to market to a concentrated demographic. This will allow me to; to mould my suit range to fit the needs of the target audience, channel my marketing techniques and adopt a creative concept to set a clear brand message in which all communication must follow, in order to cement identity.
PROJECT SKILLS, QUALITIES AND ATTRIBUTES
• Conduct a range of research methods both online and offline, to then cement the findings into a report to demonstrate evidentiary support. • Create brand models and data charts if relevant to visually express the validation for my idea and present the reliability of my idea. • Contextualise my research using primary research results to implement an understanding of shopping behaviours and desires of the target audience.
6.1
PERSONAL KNOWLEDGE AND UNDERSTANDING • To gain knowledge of the work-wear clothing market, something which I have not before studied. This will in turn lead me to gain knowledge of suiting trends and styles. • To understand differences within the market in terms of shopping for fashionable work attire and shopping for basic work wear. In turn this will allow me to learn and link consumer shopping behaviour with buyer needs.
PERSONAL SKILLS, QUALITIES AND ATTRIBUTES
• It will also allow to me gain knowledge of manufacture and supply; this can later be applied to a job in buying. • I will gain comprehensive understanding of handling research and analysing research methods to critically evaluate my work. • In a wider consideration, this project as a whole will enhance my understanding about running a business, and will provide a perfect knowledge system to dealing with a variety of problems in my future career after the MA.
7. IMPLICATIONS
RESOURCE IMPLICATIONS
LIBRARY: The library is of key importance to gaining knowledge and specific data through the use of sites such as Mintel, WGSN and Emerald. These can only be accessed fully in the library. Here I can also find the books on the reading list and additional books of variety to assist me with all areas of the work load. I can also use scanners, printers and photocopiers here.
MA STUDIO: My supervisor meets me here every two weeks here for my tutorial
where we can discuss progress. I can communicate with other classmates here to bounce ideas of each other, and there are past reports available to look through.
LECTURES: Every week lectures are attended to help guide students through the MA. Personally they help me with essay structure, brand models and gathering quotes. They help structure the MA. There are also guest lecturers present on topics of wider context, they help to broaden knowledge and spur creativity.
STUDENT SUPPORT CENTER: Attending dyslexia help sessions in Newton
allow me to discuss parts of the brief, module guide or grading scheme which are harder for me to break down and understand fully. It helps me keep on track with my learning outcomes.
SOCIAL NETWORKING: Creating Facebook groups helps me communicate with classmates through group work, as well as for query’s. Julian wing (lecturer) is also available through Facebook and Linkedn which is a helpful contact.
TRIPS AND EXHIBITIONS: Some of which are provided via the university such
as the Birmingham clothes show live study trip, a London trip to visit exhibitions and a upcoming Paris Trip. These also help to broaden insight, get industry experience and gives oppotunity conduct spontaneous primary research.
7.1
PREVIOUS EXPERIENCE AND PRATICE I have recently graduated from Nottingham Trent University with a degree Fashion Communication and Promotion. This degree enabled me to expansively learn about brand extensions and marketing, for which I produced two marketing reports. This allowed me to understand how to launch a brand and learn the fundamentals of fashion business. Now I want to expand this knowledge and apply it to a non-hypothetical business idea of my own. An internship at the online boutique ‘Sophia’s Closet’ in the summer of 2012, allowed me to learn more about trading sourcing the right products to fit their client base. I learnt a wide set of business and PR skills here, creating promotional packs, talking to clients and representing that brand at the Vogue Fashion Night Out. Furthermore being a previous member of the database Stylus and Style sight at the Designer Forum in Nottingham helped me keep up to date with trends and brands in the creative world at this time. More work experience within the buying department of new look head office in oxford street London, gave me first-hand experience of a career in buying. Here I was shown how to manage stock, look at fabric samples and designs and prepare design inspiration presentations for the dresses department. This experience fuelled my motivation to begin with a career in assistant buying to eventually start up my own fashion business.
Following on from this desire, starting up my own mobile salon has caused me to become skilful of social media and has enabled me to create my own brand identity. Also I have adopted innovative business strategies and learnt how to manage finances. Overall this experience provoked my passion for independent learning, selfmanagement and negotiation. This personal experience of entrepreneurship has fuelled my motivation to manage and direct. A combination of all these experiences has also made me interested in consumer behaviour, which is why my project has customers at its heart. I feel this is the right time to kick start my career and explore my enthusiasm for fashion business and management.
PLANS FOR THE FUTURE After graduation I hope to apply my research into a business context to participate in the development of my tailoring company. Before doing so I must retain sufficient funds, therefore I will aim to get a job as a buyers admin assistant to possibly move up in to head office as a buyer assistant, and eventually a buyer. This will additionally help me gain wider knowledge of the industry in terms of sourcing fabrics and will help me link up with factories. Throughout my project I hope to discover new theories for tailoring in order to successfully form a viable business plan to launch in the future. I will be realistic and strategic. In relation to my project I hope to develop a deep understanding of bespoke female tailoring and consumers purchasing behaviour, in order to translate finding into to market growth.
The final marketing report document will have many uses. Not only will I be able to present it to future employers to demonstrate my understanding on how to launch a brand, but it will also provide a documentation in which I can take to potential investors as a key point of reference.
PERSONAL REFLECTION; Throughout this stage I have:
• • • • •
Improved my critical thinking Enhanced presentation skills Enhanced planning skills and time management Identified fashion trends and movements Learnt the fundamentals of bespoke female suiting
8. SUBMISSIONS
My submissions at the end of this stage includes a comprehensive literature review that fully outlines my proposed research area. It will include preliminary secondary research findings and clarify areas for which intensive primary research will occur. I will also produce a 15 minute PowerPoint presentation that clearly outlines my project aims and objectives as well as personal goals. I will demonstrate planning for the next stage and articulate my research rationale, methodology and analysis. At the end of the MA I will produce a marketing report that is a reflective, analytical and coherent body of work that is conclusive to my research findings, and draws a close to the masters and opens new opportunity for business.
The audience for my project will primarily consist of researchers within The research is intended to assist my business in forming a new approach to tailoring, greater understanding of history of women’s suiting and the general industry will be acquired throughout the Masters.
8.1 TIMELINE
I have created a timeline in order to assist with time mangement throughout the MA.
9. REFERENCES (Stream, 2011)
(Mintel, 2012)
(Selfridges, 2013)
(Morley 2006: online)
(Hadley, 2006)
(KJAER.A 2013: online) (Johnson et al, 2006) (Barton 1992)
(Jones (2011) in Barrie, 2011: online)
(Helfgott (2010) in Barrie 2011: online) (Porter, 1985: 12)
(Clark 2011, WGSN) (Grant, 2010)
(Porter 1985)
(Cataldi 2010)
(Richard Buckminster Fuller, 1975) (Mintel, 2010) (Mintel 2012)
(Mintel, 2009. ‘Value Clothing Retailing – UK’ :online) (Mintel clothing size 2012) (Mintel 2012)
(Fashion united, 2013: online)
(Hieatt (2010) in Stylus 2010: online)
(Harrison 2005 p.49)
(City Planning group, 2006)
(Fashion united, 2013: online) (Selfridges, 2013).
G. Bruce Boyer (2009), ‘The History of Tailoring, The Fashion eZine’. Available online at: http://fashion.lilithezine.com/The-History-of-Tailoring.html [Accessed 12/12/13] Granger and Sterling (2003) Fashion Entrepreneurship: Retail Buisness Planning Fair Child Books [Accessed 19/12/13]
9.1 BIBLIOGRAPHY
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10. PRESENTATION