US Marketing and Strategy Report
Harriet Exton I
N0733000 I
Word Count: 3,227
Contents 4 Introduction 5 Methodology 10 History 12 Brand Overview 13 Brand Essence 14 Brand Audit 16 Income Statement 18 Market Health 20 Company Overview 22 Brand Identity Prism 24 Brand Values 26 Brand Health 28 Social Audit 30 Macro Trends 34 Micro Trends 36 SWOT
38 Pest Analysis 42 Brand Vision 43 Positioning Statement 44 Product Offering 46 Brand Positioning UK 47 UK Competitors 48 Brand Positioning US 49 US Competitors 50 UK Competitors 51 US Competitors 52 Brand Essence 54 Ansoff Matrix 56 Consumer Segmentation 62 Marketing Mix 66 Marketing & Promotional Plan 68 Conclusion
This report is going to outline the opportunities and threats associated with launching the luxury British Cambridge Satchel Company into the US market. Through extensive research and analysis of the handbag market and the differences between the US and UK consumers. Overall, it will include a detailed marketing strategy on The Cambridge Satchel Company launching into the American market.
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M E T H O D O L O G Y
FOCUS:
1 Analyse brand perception within the UK. 2 Choosing the correct US consumers to target. 3 Research the handbag market within the US and
its development within the UK as well as the US.
4 Analyse The Cambridge Satchel Company’s
marketing by using PEST, SWOT, Ansoff and the 8 P’s which will provide understanding for the proposed US market.
5 Due to the geographical barriers, the sample sizes are considerably smaller, thus needing additional research.
PRIMARY RESEARCH:
- Online survey with 63 responses - Discover the British consumers awareness of The Cambridge Satchel Company - Competitor store analysis
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SECONDARY RESEARCH:
- Online resources: Mintel, WGSN, Euromonitor - Social platforms
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WHERE IS THE 8
BRAND NOW? 9
From producing 3 bags a week to 100, due to being featured in Vogue Italia.
H I S T O R Y 10
Production was made in-house, opening their workshop in Leicester.
2011
2009
2008
2010
Founded by Julie Deane and her mother, Freda on her kitchen table. With a small budget of ÂŁ600.
Fashion bloggers and influencers were pictured sporting their satchels at New York Fashion Week. Collaboration with Comme des Garçons.
Vivienne Westwood collaborated with The Cambridge Satchel Company. They opened two stores, Cambridge and London.
Launched a Vegan collection with Melissa.
2013
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Currently have 5 stores across the country.
2018
2016
2015
2017
They launched a Men’s collection, turning their store into a Men’s store to sell their new collection.
Collaborated with Brompton Bicycles.
Brand Overview The Cambridge Satchel Company is a luxury British fashion accessory company, notorious for their exceptionally high quality satchels.
They currently have 5 stores in the UK, flagship store in Covent Garden, whilst selling their products to over 120 countries. The Cambridge Satchel Company market valuation in the UK is ÂŁ37.9 million. Alongside this increase within the UK, it provides them with a head start when launching in the American market.
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B R A N D
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E S S E N C E
CLASSIC BRITISH QUALITY
Brand Audit
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MISSION STATEMENT
“
We make fantastic products, our craftsmanship is superb, we only work with people we admire, sell to shops we are proud to be in and speak to our customers in plain English with a twinkle in our eye. We have fun, we do things differently and we don’t follow the rules (Forbes, 2016)
VISION STATEMENT 1 2
”
To diversify our ranges for our consumers and continue to produce new and innovative designs, whilst aiming to become a global satchel company. A prosperous launch into the US market will help us achieve this global success and allow us to expand to other countries.
BRAND VALUES 15
Ethical British supplier of sustainable handmade leather satchels.
Income Statement Sales peaked in 2013, at £12.85 m returning a 58% GP margin and a net income of £3.58 m. The company entered a challenging trading period where sales slumped by 42% to £7.45 m, their net income plummeted by £8.93m leaving The Cambridge Satchel Company reporting £5.35 m loss.
revenue from 2015
+53%
10m
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+37%
GROSS PROFIT
REVENUE
5m
REVENUE
improved from 38% to 53% from 2016
Revenue reported for 2015 was £7.45m
2015
Revenue reported for 2016 was £11.08m
2016
Revenue reported for 2017 was £11.71m
2017
COST OF GOODS
-£1.4m
Was £6.9m, now £5.5m
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M A R K E T
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H E A L T H
UK
Mintel discovered that the UK handbag market has only risen by 2.6% making it worth ÂŁ1.4 billion in total, it has discovered that the market has slowed down due to women purchasing less; with the british consumer choosing to spend their disposable income on leisure activities rather than luxuries. However, although the market has slowed down, Mintel has forecasted it to make a steady growth.
US
On the other hand, in the US, the handbag market amounted to ÂŁ8.3 billion in 2017 with the US handbag market estimated to grow by 2.8% per annum. (Statista, 2018) Due to the market forecast to grow, this allows The Cambridge Satchel Company to enter the market and be confident that its growing. The US disposable income is also rising to $14860.81 billion in April 2018 from $14809.91 in March. Therefore meaning consumers have more money to spend on items of their choice. (Trading Economics, 2018)
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Company Overview
£11.7m REVENUE
(2016: £11.1m)
+947% EBTIDA GROWTH
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REVENUE
+6 %
SALES GROWTH
£7.45m
£11.1m £11.7m
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EBITDA £285k
15 £(3.2)m
16 £(2.7)m
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Brand Identity Prism
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PHYSIQUE Handmade Leather Classic
RELATIONSHIP Due to its connection with Cambridge, it holds great prosperity and wealth.
REFLECTION
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Bold Identifiable Modern combined with classic
PERSONALITY Timeless Authentic Unique
CULTURE Traditional Ethical Sustainable
SELF-IMAGE Trustworthy Conscious Individual
Brand Values
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Unique Selling Point The Cambridge Satchel Company is continuing to endeavor to innovate new collections by meeting the needs of their consumers and pursuing new and exciting styles.
Authenticity
They are one of the few classic satchel manufacturers in the world, maintaining their exclusivity and scarcity throughout the market. Deane’s connection with the business, produces items that come from the heart and are handmade creating a formidable relationship with their consumers.
Ethics
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The Cambridge Satchel Company has very strong manufacturing ethics. Upon founding the business, it was always a main priority to not compromise; although costs would have been reduced, Deane wanted to pursue ethical production.
B R A N D H E A L T H 26
AWARENESS
38.1%
are not aware of The Cambridge Satchel Company.
74.6%
have not seen their social media or any advertisements.
Conducting a brand health audit gives an insight into their statistics and awareness. Although their sales and finances are increasing, they have to be aware of their consumers and their popularity in order to keep growing. From the survey conducted, it displayed that The Cambridge Satchel Company aren’t as well-known as first thought with 38% of people totally unaware of them, although 33% of those surveyed had considered purchasing from them, therefore this suggests that british consumers are aware of their products.
USAGE
33.3%
have considered purchasing from them.
PERCEPTIONS
53.9%
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of people believe that The Cambridge Satchel Company has a strong brand image.
Due to the majority of the sample believing they hold a strong brand image, this means that people trust their products and their service. However as they are a premium brand, the price range is considerably high. From the people surveyed, 38.7% would consider paying between £30-£50, which isn’t a price range that The Cambridge Satchel Company offer, therefore resulting in a premium perception which isn’t affordable for everyone.
Social Audit
PLATFORM FOLLOWING
64.5K
105.8K
2.6K
From completing an audit on the social platforms for The Cambridge Satchel Company, it is evident that their most popular page is Facebook with 105.8K likes on their page. Although their main competitor in the UK has 293.6K likes on their Facebook, signifying that their consumers aren’t aware of their social media accounts. However, in the US their closest competitor TUMI has close to 600K likes on their page, displaying the apparent awareness gap. In the US, Facebook lead the way in social media with a monthly usage of 164.58 M (Statista, 2018). Therefore meaning that before establishing themselves in the US, they need to boost their social engagement in the UK. They need to create a unique relationship with consumers; such as producing a snapchat sponsored filter which would be perfect for their target consumer.
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RECOMMENDATIONS As only 25% of the people surveyed were aware of their social media pages. This indicates that they need to take advantage of social media and use it to generate awareness which will monetise the service. 78% of the younger US consumers aged between 18-24 use Snapchat daily and 71% use Instagram (Pew Internet, 2018) which is a key piece of information for The Cambridge Satchel Company.
1 2 3
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Produce fun and engaging posts on their Facebook and Instagram Use the hashtag #CSCSpotted to generate a buzz Work with US Instagram influencers to raise awareness
Macro Trends DISAFFECTED YOUTH
The recession in 2008 has had a long lasting effect on young people and their future prospects. There is an increase in unemployment whilst university tuition fees are also rising. Therefore leaving the younger generation with less disposable income.
FUTURE Due to university fees tripling as well as their debt, consumers will be more reluctant to purchase unnecessary products at high prices with cheaper alternatives on the market. This is applicable for undergraduates as well as post-graduates.
IMPACT ON THE CAMBRIDGE SATCHEL COMPANY
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The Cambridge Satchel Company has recently moved their focus on the ‘Pheobephiles’ target market, which is categorised as a girl in her late 20’s, who is obsessed with the slick style of designer Celine, but cannot afford the luxury price tag, as well as an avid Instagram user (The Drum, 2016). Meaning their focus is on university age students. As the costs are rising, this could have a potential effect on The Cambridge Satchel Company’s sales and growth within the UK. As well as cheaper alternatives and knock-offs available on the market it could reduce customer loyalty and their trustworthy brand identity.
SMART AND CONNECTED
“The digital transformation changes business and private life likewise – in a radically and sustainable way. “ (Bauer, W., et al., 2015) This is all due to consumers integrating technology into their purchasing decisions.
FUTURE As technology is advancing and becoming available to everyone, consumers are beginning to expecting retailers to use all types of technology; such as virtual reality.
IMPACT ON THE CAMBRIDGE SATCHEL COMPANY The Cambridge Satchel Company must utilise the technologies available to them to the best of their advantage. Using all online platforms available and and to the highest standard available. If they update their platforms it will allow their consumers to enjoy their online experience without any issues. As well as using Instagram and Snapchat to create a closer relationship with consumers.
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SUSTAINABILITY
It is at the forefront of the fashion industry, with designers and innovators unlocking technical innovation, efficiencies and mission orientation; they want to recycle and regenerate. (Business of Fashion, 2018)
FUTURE As consumers are becoming more aware of sustainability and ethical issues, businesses are going to be demanded for information regarding their supplier and recycling efforts in order to continue appealing to their consumers.
IMPACT ON THE CAMBRIDGE SATCHEL COMPANY Sustainability and Ethics are already in great interests for The Cambridge Satchel Company. By being so honest about their manufacturing ethos, they are totally transparent with their supplier chain and honest with the materials they use. They have their own factory meaning they know how everything is being produced. Whilst they don’t have packaging, they do provide consumers with dust-bags after each purchase meaning these can be made from sustainable products.
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Micro Trends PERSONALISATION There is a demand for “experiential luxury”. Changing consumer expectations as customers demand that brands fulfil or predict their needs; such as personalisation. This also helps to create a strong relationship as it makes it a personal meeting. As well as nearly a quarter of 16-44 year olds would be interested in having their bag personalised to make it worth investing in according to Mintel. (Euromonitor, 2017)
IMPACT ON THE CAMBRIDGE SATCHEL COMPANY The Cambridge Satchel Company already has caught onto this micro trend early, as they offer a while you personalisation service where you can get initials, numbers and symbols embossed into the bags. This service is highly valued in today’s consumer markets as people want to make an ‘everyday item’ into something sentimental with value.
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INSTAGRAM The Instagram Influencers market is booming. 49% of people suggest that they depend on influencers for their purchase decisions, this is a high figure, suggesting that consumers rely heavily on influencers opinions moreover their friends and family. (TapInfluence, 2018).
IMPACT ON THE CAMBRIDGE SATCHEL COMPANY It is one of the key marketing strategies within the fashion industry. The Cambridge Satchel Company therefore need to use promotional techniques to increase their instagram following and influence. This can be done by collaborating with influencers who will have a strong connection with the brand; this can be by sharing ethical beliefs and a having a positive energy.
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SWOT STRENGTHS
They are a producer of high quality leather satchels Handmade and stitched in Britain, giving it a unique stance in the overcrowded market The Cambridge Satchel Company offer a personalisation service available within store, giving it a personal touch It is a family grown business, giving it passion. Their satchels are easily recognisable
OPPORTUNITIES
Collaborate with an Instagram influencer to create awareness on the platform and make them a brand ambassador. Expand their brand into the US Open more stores on the high-street, widening their presence.
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WEAKNESSES
Lack of presence on their social media Lack of high-street presence, meaning customers can not browse the products in person. Offer a large range of products, but are only widely known for Satchels Lacks versatility as only sell a certain style of bags
THREATS Products solely sold from their website and their stores, lack of availability on the market A considerably high price considering who they are targeting are a younger demographic Due to the size of America, The Cambridge Satchel Company must identify the states they want to target as some states may not be interested in their products.
Although The Cambridge Satchel Company are a successful business, there are still various areas of improvements that can be made to make it even stronger. To have a successful expansion overseas, The Cambridge Satchel Company must be aware of the weaknesses and threats within the UK in order to be able to be successful.
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P E S T
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A N A L Y S I S
POLITICAL With the current political environment being uncertain, it places a query over trading, both exporting and importing overseas. With the launch overseas, this means that America will need to be a key trading partner. The US recently wanted to renegotiate the Trans-Pacific Partnership meaning the UK will therefore become their priority trading partner.
This outcome would mean that when they do launch to the US market, they would be priority over any other countries, making it easier to export their bags.
ECONOMICAL Brexit has had an effect on the British Pound. Currently the Sterling to US Dollars is £1 to $1.34, this makes the pound extremely weak. This exchange rate is still weak and isn’t growing, although US imports to the UK seem cheaper rather than UK to the US.
This uncertain economical situation has to be analysed by The Cambridge Satchel Company. The pricing overseas will be considerably higher if the pound continues to be this weak making it expensive to trade to the US, in turn this will make it more difficult to make a profit for them.
SOCIAL
TECHNOLOGICAL
With social media continuing to The British consumer v the American increase, the internet is number one consumer both have very varied behaviours. The British consumers marketing strategy for any business. Therefore meaning they should are more careful with their money, utilise their platforms daily to keep making their purchase decisions consumers updated, such as using more considered; the US consumers the facilities which are more on the other hand are more personalise such as stories where confident with their money and you can edit and have a closer bond have a stronger emotional bond with consumers. with the brand.
Due to their emotional bond with brands, The Cambridge Satchel Company must create an emotional story when launching their brand abroad as this will maximise attention and success.
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This therefore means that The Cambridge Satchel Company can create a platform which creates a connection amongst consumers and the brand and breaks the barrier, it also will help maximise their awareness with their consumers.
WHERE SHOULD 40
THE BRAND GO? 41
Brand Vision To diversify our ranges for our consumers and continue to produce new and innovative designs, whilst aiming to become a global satchel company. A prosperous launch into the US market will help us achieve this global success and allow us to expand to other countries.
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Positioning Statement The Cambridge Satchel Company is a British Satchel Company within the UK. Their products are sold within their stand-alone stores and online. They have a unique product due to it being handmade within Britain making it a high quality and sought after product. Their main let-downs as a general company is there absence throughout the market and lack of awareness amongst British consumers which is quite concerning when launching into another country. Upon initiating in the US market, their key gateway will be marketing themselves as a “premium British brand” as Americans have a fondness for British made products. They will open a ‘flagship store’ in New York due to it being a prominent tourist area which will help attract consumers as well as opening concessions to make them widely available.
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P R O D U C T
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O F F E R I N G
WOMEN’S COLLECTION
Satchels Tiny Satchels Mini Satchels Batchels Backpacks Tote Bags Top Handle Bags Laptop Bags Purses
MEN’S COLLECTION
Satchels Batchels Messenger Bags Backpacks Briefcase Bags Holdalls Laptop Bags
ACCESSORIES
Luggage Tags Make Up Bags Key Rings iPad Covers Notebooks Phone Covers Passport Covers Brompton Bike Collection
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Brand Positioning
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UK
UK COMPETITORS The UK competitors for The Cambridge Satchel Company cover the whole perceptual map, ranging from an older age demographic to a younger one, and from contemporary styles of a satchel to the classic style. This demonstrates that they have a wide range of competitors; however, their direct competitors include Zatchels and Modcloth as they sell similar product ranges at similar price ranges. This does suggest that The Cambridge Satchel Company need to have their unique selling point of being British and continue to offer the services they currently offer as well as innovate.
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Brand Positioning
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US
US COMPETITORS
In the US market on the other hand, their direct competitors are very limited as in that section of the map, it is sparse. They appear to be the sole producer of a classic satchel targeted towards a younger market. This gives them a competitive edge due to the lack of satchel producers in the US. The common theme throughout is the ‘work classic’ hard leather which are more targeted towards the older consumer, as they are very simple as well as appropriate for a commuter.
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UK Competitors Competitive Advantage USP
Higher social media following as well as stocking around the world Makes fun relatable collections - eg: Rocky Horror Collection
Competitive Advantage
American retailer with a large following
USP
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Retails clothes as well as satchels
US Competitors Competitive Advantage
Over 500K followers on Facebook, meaning high engagement levels
USP
They produce functional bags
Competitive Advantage
They have a more traditional style satchel
USP
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American leather goods
Brand Essence
EMOTIONAL BENEFITS
Timeless Classic British
FUNCTIONAL BENEFITS
Trendy Sturdy Quality
PERSONALITY
Timeless Authentic Unique
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A N S O F F M A T R I X
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Analysis via an Ansoff Matrix was completed in order to determine the most seamless entry into the US, with minimal risk. It was concluded that Market Development would be the perfect option; therefore they will launch into a new market with their existing product ranges. This initial strategy will use their existing bag and accessory ranges to minimize the risk of failure. Upon this they can focus on producing a new range which will appeal largely to the US consumers using the British flag. Once this appears successful, then new product development can take place in order to diversify.
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Existing Markets
Market Penetration
New Markets
Existing Products
Market Development
New Products
Product Development
Diversification
Consumer Segmentation
UK
A British Cambridge Satchel Company consumer ranges through a variety of groups including ‘The Men’, the Fashionistas, the Pheobephiles, and the Pragmatists (The Drum, 2016). However, their primary focus is the Pheobephiles. These people enjoy spending time with their friends or their partners, their style is very classic and simple, yet they like the touch of colour or texture their satchel adds to their outfit. They have a lust for a personalised touch to their products making them more personal to them. They have work commitments as well as social commitments meaning they need a versatile bag to meet to all needs.
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Consumer Segmentation
US
An American Cambridge Satchel Company consumer is someone with a busy social life. They have a keen eye for anything which shows quality and have a strong connection with Britain, with London being their favourite location. When shopping, an experience is what they want, they want to be able to see the products at face value and learn about their journey from start to finish to get an emotional connection with the brand. Adding sentimental value to a product will give them reason to spend a higher price on a product.
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C O N S U M E R S E G M E N T A T I O N
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Demographic
SocioEconomic Geographic
Psychographic
The brand will target both males and females aged 20-40. The demographic will be from ABC - those who have disposable income, crave quality and are stylish. The Cambridge Satchel Company’s products will be placed in a high-end price bracket due to the exchange rates from Britain to the US, this is due to the products high quality materials and production. The first store will be opened in New York City due to its popular shopping street as well as the large amount of tourists which will attract attention. Then place it in Washington and Florida. Due to their high quality, the consumers appreciate luxury products even if it comes at a cost. They appreciate the luxuries of life due to their careers but also are sociable, so a mix of the two.
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HOW WILL IT 60
GET THERE? 61
Marketing Mix PRODUCT Handbag Market
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The Cambridge Satchel Company have a wide range of satchels and accessories with various styles, colours, textures and designs. They are expanding into the vegan market by collaborating with Melissa to produce 100% vegan friendly products, reaching to a broader audience. When commencing to launch into the American market, they should launch with Britain in mind which will help appeal to the US consumers due to their affection towards british products with “three in four people said that a ‘Made in Britain’ label would make them more likely to buy a product.” (Attest, 2017). Once they launch their collections, they can monitor their success and if ranges need adding or removing they can do this as applicable.
PLACE Flagship
The best placement for The Cambridge Satchel Company to set-up in the US would be to create a stand-alone flagship store which holds all their values and beliefs. This can be done in major tourist areas such as New York City. Entering this way will allow them to create a statement on the US consumers, creating attention and awareness. If there is a crazy increase in demand for the satchels, The Cambridge Satchel Company could consider using a vertically integrated system which will allow them to partnership with a satchel manufacturer in the US to allow for faster production.
PRICE
PROMOTION Taxi Marketing
Premium
The Cambridge Satchel Company has the ability to charge a premium price range for their products due to their quality of their products and their individuality in the US market. Marketing their products at a premium rate indicates their products and that they are a luxury product. Although launching into a new market at a premium rate can be quite daunting, it allows them to build their story and their values at a brand.
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Although using social media will be an essential platform for The Cambridge Satchel Company, they can also use an alternative marketing technique which will be perfect when launching into New York. They can create a wrap for New York Taxis which many fashion brands have used when launching into a new city. In January cabs averaged 283,000 daily trips this is a huge advantage as their advertisements will be circulated huge amounts and seen by a large percentage of tourists and habitants of the state. The digital screens on-top of the cabs also have geographical check-ins, therefore allowing the advertisement/message to change depending on where the taxi is and who it is appealing to.
PROCESS
PRODUCTIVITY
Customer Service
As the US consumers like to have an emotional connection with the brand, it is essential that they create this experience within store. Therefore it is vital for The Cambridge Satchel Company to maintain a friendly and trustworthy personality to ensure their new potential consumers understand where they come from. This can simply be done by having engaging staff who care about their products and show passion about the brand; portraying a positive brand image.
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Quality
Their products are known for being premium and using the highest quality materials to produce the bag. Consumers will be hoping that by paying a premium price their products will have a longer lifespan, meaning that customers are likely to stay loyal.
PEOPLE
PHYSICAL Classic, Vintage
Staff
As their target market starts quite young, they need to keep this in mind when employing new members of staff. Their staff should be approachable and know what their consumers will want from a bag in order to maximise sales and increase engagement within the brand.
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The visual merchandising for the new store will have to be eye-catching, therefore it needs to be an accurate reflection of The Cambridge Satchel Company’s values. The store will be light and have their bags on full display to allow consumers to see straight away their passion. Their top-sellers in the UK should be in prime position to allow the US consumers to relate to Britain. There will be a strong focus on Britain using quintessentially british products and ideas in order to create the british atmosphere.
M A R K E T I N G P L A N
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&
P R O M O T I O N A L P L A N
The Cambridge Satchel Company should launch into the US market by targeting an age demographic of 20-40 year olds. The best advertising methods to use to penetrate this market would be using the taxi marketing as mentioned previously. This advertising technique will allow them to be mobile around New York City which will catch consumers eye’s and create general awareness of the brand with the American population as well as tourists. The images they will use, will be in relation to Britain to make it stand out as a British brand, displaying its grounds, which will be a great technique when working in the US. When consumers come into the new store, they will receive a English Breakfast Teabag and a shortbread moulded into a satchel to make them feel like they have entered Britain, this will create an experience and make them remember the brand and the way they felt. Using the digital platforms, they can utilise the up and coming Instagram influencers in order to create awareness online and help to support its launch overseas. This will be perfect for the younger consumers who have a taste for all things digital.
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Conclusion With all the models, plans and research taken into consideration, this report has outlined both the challenges and the opportunities available for The Cambridge Satchel Company to launch into the US successfully. The best opportunity for The Cambridge Satchel Company when launching into the US would be to create a flagship store in New York City as this will be the best opportunity to create awareness around the brand and increase engagement. At first, The Cambridge Satchel Company will focus on their British heritage, which will provide the products with a competitive advantage over in the US market as this will be their unique selling point. As well as this, they will promote their most successful products from the UK in the US as this will be most relatable and hold a stronger connection with the British consumer. Although introducing the correct products is a principal priority, their promotion and advertising is an essential part of their success. From primary research, their brand awareness needs to significantly increase in order to be successful overseas, as a lack of presence in their founding company will only augment abroad. Their future in the US will solely depend on sales and popularity, therefore once this is succeeded, they can diversify by introducing new products and ranges into the new market and can widen their geographical location in order to appeal to a wider range of consumers.
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APPENDIX
ILLUSTRATIONS MyPortLuxe., 2018. The Cambridge Satchel Company Logo [online]. Available at: https://www.myportluxe.com/brands/designer/the-cambridge-satchel-company/show/all.html [Accessed 4 June 2018.
The Cambridge Satchel Company., 2018. Satchel Image [online]. Available at: https://us.cambridgesatchel.com [Accessed 4 June 2018].
Modcloth., 2018. The Cambridge Satchel Bag in Oxblood [online]. Available at: http://gdpr.modcloth.com [Accessed 4 June 2018]. Facebook., 2018. Just in! NEW Autumn colours - Marmalade, Taupe and Teal… [online]. Available at: https://www.facebook.com/CamSatchelCo/photos/ pb.36238527458.-2207520000.1428511291./10152770522667459/?type=3&theater [Accessed 5 June 2018]. The Cambridge Satchel Company., 2018. The Push Lock Collection [online]. Available at: https://www.cambridgesatchel.com/collections/womens-push-locks [Accessed 5 June 2018]. Catumaeyewear., 2015. Vogue Italia Logo [online]. Available at: http://www.catumaeyewear.com/en/vogue-italia-marzo-2015/ [Accessed 5 June 2018]. Number3Store., 2012. CDG CDG X Cambridge Satchel Company [online]. Available at: http://number3store. blogspot.com/2012/05/ [Accessed 5 June 2018]
ILLUSTRATIONS Daily Mail., 2015. Bag a limited-edition Vivienne Westwood tote for just £115! Iconic British designer launches affordable new collection [online]. Available at: http://www.dailymail.co.uk/femail/article-3146104/Bag-limited-edition-Vivienne-Westwood-tote-115-British-designer-launches-autumn-winter-2015-collection-Cambridge-Satchel-Company.html [Accessed 5 June 2018]. The Cambridge Satchel Company., 2018. Men’s Laptop Bags [online]. Available at: https://www.cambridgesatchel.com/pages/mens [Accessed 5 June 2018]. Peta, 2016. The Cambridge Satchel Company Releases New Vegan-Friendly Bags [online]. Available at: https:// www.peta.org.uk/blog/cambridge-satchel-company-releases-new-vegan-friendly-bags/ [Accessed 22 May 2018]. Brompton, 2017. Brompton x Cambridge Satchel Company [online]. Available at: https://www.brompton.com/ News/Posts/2017/Collaboration-Cambridge-Satchel-Company [Accessed 22 May 2018] Fashion Beans., 2014. The Cambridge Satchel Company Opens New Flagship [online]. Available at: http:// www.fashionbeans.com/2014/the-cambridge-satchel-company-new-london-flagship-store/ [Accessed 5 June 2018]. Instagram., 2017. @camsatchelco [online]. Available at: https://www.instagram.com/p/BYJJkVLBk3k/?hl=en&taken-by=camsatchelco [Accessed 5 June 2018]. Instagram., 2018. @camsatchelco [online]. Available at: https://www.instagram.com/p/BiEl9cAhMVp/?hl=en&taken-by=camsatchelco [Accessed 5 June 2018]. Instagram., 2018. @camsatchelco [online]. Available at: https://www.instagram.com/p/BdvKi6iBwq4/?hl=en&taken-by=camsatchelco [Accessed 5 June 2018].
ILLUSTRATIONS Trading Economics., 2018. United States Disposable Personal Income [online]. Available at: https://tradingeconomics.com/united-states/disposable-personal-income [Accessed 4 June 2018]. Statista., 2018. Retail Sales Value of Women’s Handbags in the United States from 2012 to 2018 [online]. Available at: https://www.statista.com/statistics/316526/retail-sales-value-of-women-s-handbags-in-the-us/ [Accessed 4 June 2018]. Claireabellemakes., 2015. A Cambridge Satchel Collection [online]. Available at: http://claireabellemakes. com/2015/11/04/a-cambridge-satchel-collection/ [Accessed 5 June 2018].
The Cambridge Satchel Company., 2018. Satchel Collage [online]. Available at: https://www.cambridgesatchel. com [Accessed 5 June 2018].
Brand Channel., 2016. In Blow to Crafty Brand Odes, Instagram Adopts Minimalist New Logo [online]. Available at: http://brandchannel.com/2016/05/11/instagram-new-logo-051116/ [Accessed 6 June 2018].
Wikipedia., 2018. Facebook Icon [online]. Available at: https://commons.wikimedia.org/wiki/File:F_icon.svg [Accessed 6 June 2018].
Go Inkscape., 2015. Are You Using The Twitter Logo Wrong? [online]. Available at: http://goinkscape.com/areyou-using-the-twitter-logo-wrong/ [Accessed 6 June 2018].
ILLUSTRATIONS Live Wire. Social Media Phone [online]. Available at: http://www.livewirepr.com/public-relations-services/social-media/ [Accessed 6 June 2018]. Facebook., 2018. Introducing our new Python Print. It’s sleek, it’s elegant and it has bite [online]. Available at: https://www.facebook.com/pg/CamSatchelCo/posts/ [Accessed 6 June 2018].
Facebook., 2015. Oxblood Our Signature Colour [online]. Available at: https://www.facebook.com/CamSatchelCo/photos/pb.36238527458.-2207520000.1428506353./10153102033077459/?type=3&theater [Accessed 6 June 2018]. Instagram., 2018. @camsatchelco [online]. Available at: https://www.instagram.com/p/BjHODZUB_ hg/?hl=en&taken-by=camsatchelco [Accessed 6 June 2018]. Facebook., 2018. Introducing our new collection inspired by the majestic landscape and wildlife of Africa!. Here is ‘Safari Sand with Leopard Print’ available now in 3 sizes, grrrr [online]. Available at: https://www. facebook.com/CamSatchelCo/photos/a.10150191256152459.333981.36238527458/10156452199352459/?type=3&theater [Accessed 6 June 2018]. Facebook., 2018. Just how WOW is our new colour Sunset?! It’s bringing a little sunshine into our day even if the weather has other plans [online]. Available at: https://www.facebook.com/CamSatchelCo/photo s/a.10150191256152459.333981.36238527458/10156473648852459/?type=3&theater [Accessed 6 June 2018]. Instagram., 2018. @camsatchelco [online]. Available at: https://www.instagram.com/p/BiRFVsyhNs6/?hl=en&taken-by=camsatchelco [Accessed 6 June 2018].
ILLUSTRATIONS Regent Street Online, 2018. Mulberry Logo [online]. Available at: http://www.regentstreetonline.com/directory/ mulberry [Accessed 11 May 2018]. [photograph] Yoshi, 2018. Yoshi Lichfield Logo [online]. Available at: https://www.yoshi.co.uk [Accessed 11 May 2018]. [photograph]. St Davids Cardiff, 2018. Radley London Logo [online]. Available at: https://stdavidscardiff.com/shops/radley [Accessed 11 May 2018]. [photograph]. The Pantiles, 2018. Jack Wills Logo [online]. Available at: http://thepantiles.com/shops/jack-wills/ [Accessed 11 May 2018]. [photograph]. Vida Vida, 2018. Vida Vida Logo [online]. Available at: https://www.vidavida.co.uk [Accessed 11 May 2018]. [photograph]. Anya Hindmarch, 2018. Anya Hindmarch Logo [online]. Available at: https://www.anyahindmarch.com [Accessed 11 May 2018]. [photograph]. Timico, 2018. Hobbs Ltd Logo [online]. Available at: https://www.timico.com/hobbs-a-timico-success-story/ [Accessed 11 May 2018]. [photograph]. Brilliant Brighton, 2018. The Cambridge Satchel Company Logo [online]. Available at: http://www.brilliantbrighton.com/directory/cambridge-satchel-company/ [Accessed 11 May 2018]. [photography]. Zatchels, 2018. Zatchels Logo [online]. Available at: https://www.zatchels.com/competition/ [Accessed 13 May 2018]. [photography]. Groupon, 2018. Modcloth Logo [online]. Available at: https://www.groupon.com/coupons/stores/modcloth.com [Accessed 13 May 2018]. [photography].
ILLUSTRATIONS
Evolved Threads, 2018. J.W Hulme Co. Logo [online]. Available at: http://evolvedthreads.com/clothing-category/wallets-and-bags/ [Accessed 11 May 2018]. [photography]. Wikipedia, 2016. Shinola Detroit Logo [online]. Available at: https://en.wikipedia.org/wiki/File:Shinola_logo.svg [Accessed 11 May 2018]. [photography]. Stag Provisions, 2018. Portland Ore, Tanner Goods Logo [online]. Available at: https://stagprovisions.com/collections/tanner [Accessed 13 May 2018]. [photography]. Tumi, 2018. Tumi Logo [online]. Available at: https://uk.tumi.com [Accessed 13 May 2018]. [photography].
Stick Png, 2018. Kate Spade Logo [online]. Available at: http://www.stickpng.com/img/icons-logos-emojis/ shop-logos/kate-spade-logo [Accessed 13 May 2018]. [photography]. Jess Rizzuti, 2018. Jess Rizzuti Logo [online]. Available at: http://www.jessrizzuti.com [Accessed 13 May 2018]. [photography]. Glassdoor, 2017. Brynn Capella Logo [online]. Available at: https://www.glassdoor.co.uk/Overview/Working-atBrynn-Capella-EI_IE990209.11,24.htm?countryRedirect=true [Accessed 13 May 2018]. [photography]. Flickr., 2010. Union Jack [online]. Available at: https://www.flickr.com/photos/jenni_mari/4463364060/in/photostream [Accessed 6 June 2018]. Pinterest., 2018. American Flag [online]. Available at: https://www.pinterest.co.uk/pin/203295370649721016/ [Accessed 6 June 2018].
ILLUSTRATIONS Instagram., 2017. @camsatchelco [online]. Available at: https://www.instagram.com/p/BaeYNvUBSn0/?hl=en&taken-by=camsatchelco [Accessed 7 June 2018].
The Cambridge Satchel Company., 2017. Business Style - The Bridge Closure [online]. Available at: https://www. cambridgesatchel.com [Accessed 7 June 2018].
Instagram., 2017. @camsatchelco [online]. Available at: https://www.instagram.com/p/ BcSXDSKh-Nd/?hl=en&taken-by=camsatchelco [Accessed 7 June 2018]. Pinterest., 2018. Satchel with Initials [online]. Available at: https://www.pinterest.co.uk/ pin/508132770440547570/ [Accessed 7 June 2018]. Facebook., 2018. Starting the week right - a stroll around Cambridge with friends [online]. Available at: https://www.facebook.com/CamSatchelCo/photos /a.10150191256152459.333981.36238527458/10156081887027459/?type=3&theater [Accessed 7 June 2018]. Facebook., 2017. Timeline Picture [online]. Available at: https://www.facebook.com/CamSatchelCo/photo s/a.10150191256152459.333981.36238527458/10155528797542459/?type=3&theater [Accessed 7 June 2018]. Facebook., 2017. Timeline Picture [online]. Available at: https://www.facebook.com/CamSatchelCo/photo s/a.10150191256152459.333981.36238527458/10155528797672459/?type=3&theater [Accessed 7 June 2018].
ILLUSTRATIONS Facebook., 2017. Timeline Picture [online]. Available at: https://www.facebook.com/CamSatchelCo/photo s/a.10150191256152459.333981.36238527458/10155528797832459/?type=3&theater [Accessed 7 June 2018].
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