DUFFER PROJECT

uk brand opening into the american market place Hollie furniss N0321232 fash10041

The

contents

1. Introduction 1.2 rationale 2. Methodology 2.1 Primary research 2.2 Secondary research 3. aNALYSIS 3.1 SWOT analysis 3.2 Competitor swot analysis 3.3 PEST ANALYSIS 3.4 brand model 3.4 cultural differences 4. cONSUMER PROFILE 5. pERCEPTUAL MAP 6. flagship ideas moodboard 6.1 flagship concept 6.1.2 flagship visuals 7. collaboration 8. communication strategy 9. Invite 9.1 lookbook 10. BIBLIOGRAPHY 10.1 REFERENCES 10.2 ILLUSTRATIONS 10.3 appendix

The

introducti

This

marketing report explores the concept of The Duffer of St George menswear brand entering the US market place. The Duffer of St George began back in 1984 with a stall in London’s Camden Market selling pieces of vintage and dead stock clothing from Army and Navy stores around the country. They then swiftly moved into permanent premises on Portobello Road and began to reproduce some of the vintage pieces they had been buying. Success came quickly and soon Duffer was enjoying press exposure in some of the best titles of the day – The Face, i-D, Blitz and Sky. Alongside UK success the Duffer label was picked up by the Japanese market. The next stop was a move to the West End in 1989 and at the same time Duffer began travelling through the US buying up dead stock sneakers and vintage sportswear to ship to the streets of Tokyo and London. The achievements eventually allowed them to start producing their own collections. Today it is J-D that offers Duffer products to the UK highstreet with a capsule collection of core Duffer classics from polos to baseball jackets and the ever classic Duffer hoody. (The Duffer of St George, 2011. Online.)

on

The

methodolo pri MARY

The

primary research conducted was two online questionnaires, one for the UK and one for the US. The first survey for the UK was sent through Facebook and had a combination of open and closed questions to gain quantitative and qualitative data. This questionnaire was important in rationalising the decision for The Duffer brand’s move to America. Questions established the brand’s existing position on the highstreet and views of the brand from members of the UK. The second questionnaire was also sent to male American’s via Facebook and aimed to determine which sort of American consumer would shop at Duffer and how the brand, if anything, could change for the US market place. The use of Facebook meant data could be analysed quickly and precisely without cost or excessive time. Facebook is a widely used social network with nearly 600 million users worldwide and around 400 million are those are from America and Europe alone (Facebook’s Ad Platform, 2010. Online). Therefore it is a perfect tool for collecting responses from surveys across the globe without the intimidation of others which means surveys can be completed with ease in respondents own time. (Refer to appendix for results)

gy

seco ndary Throughout the report secondary research from a range of sources has been used to reinforce and determine statements and attitudes. Some of the sources used are WGSN, Trend Watching, Mintel, Academic search engines and Census.

These legitimate sources help to strengthen this report and form vital outcomes in order to make this brand expansion a success.

The

rationale

The

Duffer of St George has been chosen to integrate into the US retail market as it is a brand with huge potential and interesting, original retail concepts that should communicate well with US consumers. Duffer is a brand with potentially more success in the US market than currently in the UK. The brand’s sporty, urban and preppy aesthetics are less favoured in the UK as more popular brands such as M&S and NEXT dominate the UK market with 45% of 1000 15+ UK males choosing to shop at both for casualwear (Mintel, 2007. Online.) In comparison urban street wear brands are highly received in the US according to Royal, E Leslie (Royal, E Leslie, 2000. Black Enterprise courtesy. Magazine.)

‘Indeed, hip-hop is the hook for America’s young, white suburbanites, who see black inner-city youngsters as street-savvy and independent and want to emulate the dress, music and attitude. Walk down any street in urban America or Suburbia for that matter and you’re bound to see toddlers, teens, seniors and those in between sporting logos of the hottest urban fashion designers today.’

All respondents in the online UK survey agreed that Duffer would suit the American

‘Americans like to stand out in bold clothing and they seem to like named brands. Americans also tend to dress more casual.’ Whilst another respondent added ‘America likes the preppy look, and Duffer can offer this with adding an essence of British fashion.’ market. One respondent claimed that

Therefore, Duffer in the US could have a stronger position on the highstreet, appealing to the demographic of US citizens searching for authentic, preppy style with urban bite but without the booming price tag.

The Flagship store will be located in Manhattan, New York as it is the renowned fashion capital in America for both local citizens and tourists enabling a greater chance of public recognition and sales. Specific locations for Duffer stores would be the centre midtown 5th Avenue as major men’s highstreet brands such as Hollister habitat this part of Manhattan. 5th avenue include streetwear driven brands such as Diesel and Levi’s which would help draw their existing customers to Duffer stores whilst establishing Duffer as something unique with Britsih urban flair, to neighbouring competitors. 5th avenue is also on the border of the west and east of Manhattan which are known for their association with sport and music. Duffer is a brand that lends to both these areas and being aligned with both on 5th Avenue would suit the brand’s identity. Smaller stores maybe situated nearby on Broadway close to Adidas, Levi’s and American Apparel and in Soho which encapsulates a trendy, contemporary and youthful vibe.

strengths

•In America English heritage is prestigious and well-received which could give Duffer an edge in the US retail market and help generate hype for the brand.

•Unique aesthetics in comparison to US retail market as it is lacking in British stores with urban and preppy menswear.

•Strong visual identity that will stand out and be identifiable.

•The brand’s products share similar aesthetics, such as shapes and colour, to other successful US brands which should ensure sales. The added dynamic of a British urban twist could encourage more sales.

•The brand has had past successful expansions, especially in Japan which shows the Brand is capable in accomplishing abroad.

weaknesses

•The brand is unknown within America which could mean the brand would take a while to generate real interest and sales or not succeed at all.

•The British clash of urban and preppy could not sell well in American as the popular American aesthetic is casual, laid-back clothing with a California feel.

•The brand will be entering a highly saturated market and could suffer in standing out successfully and in generating enough promotion to make people aware of Duffer’s arrival.

•The brand has not been a huge success in the UK, apart from London, and has been sold through other company’s such as J-D Sports. The move to America has more risks than in the UK and could easily fail.

swot

opportunities

•A move to America gives the brand a chance to start fresh and reinvent their image.

•Duffer could generate a lot of sales and increase the brand’s wealth.

•It could also up the brand awareness on a large scale not only in America but in the large amount of tourists that visit the city from all over the world. In doing so would gain further international recognition.

•It could up brand popularity if successful which would increase the number of customers.

•After America there could be possible future expansions to other global destinations.

•It could improve relationship with the UK via a success in the US which would improve sales and generate more money for the brand.

•There could be future collaborations with bigger artists or tastemakers.

•America may allow for a possible product extension range such as Womenswear.

threats

•The brand could be swamped in US market as it is saturated with retail apparel.

•The brand could lose money if the move is unsuccessful.

•In turn this could ruin the brand’s reputation all together.

•The apparel industry is buyer-driven and therefore has low-barriers to entry. This industry is driven by intense competition among different types of developed country retailers and marketers who mimic each other moves in two ways.

Firstly the growth of offshore sourcing and secondly utilising brands as a source of market power (Gereffi, 2001. Online).

•Building brand awareness is a fundamental challenge and a major source of market power for firms in buyer-driven markets. Strong brand names are what consumers use to associate with a specific product, and brand awareness can be reached through advertising, reputation and prior experience. Developing consumer loyalty and brand awareness can be costly.

•These challenges include increased global competition, the need to target new markets and create new revenue streams, customer demands for more innovative products and pressures to reduce new product development costs (Matrixone, 2009. Online) •It could affect Duffer sales negatively in the UK if received poor in America.

•UK competitors could follow Duffer to the US rivalling their position and USP. •US competitors could override Duffer by copying the brand’s aesthetics.

Competitor

Sw

Strengths

The brand serves as a one stop shop for all things urban from clothing to home decor. During the recession Urban Outfitters accomplished an increase in sales without excessive discounting. Their stores receive new inventory every two weeks. The brand operates specialty retail stores under the Urban Outfitters, Anthropologie, and Free People brands in North America and Europe. It also markets its products directly to the consumer through its e-commerce Web sites, as well as through its catalogues. Urban Outfitters engages in the wholesale distribution of apparel, including young women’s casual wear, tops, bottoms, sweaters, and dresses to approximately 1,400 specialty retailers. Urban Outfitters has been so successful because of its ability to introduce diversification in its market. It has been able to attract shoppers by introducing an eclectic mix of full price clothing and also introduce home goods in most of its stores. (Reportlinker, 2010. Online)

weaknesses

Urban Outfitters is not doing as well in the Asian market compared to Canada and the US. The brand have no plans to make a stance in Asia which means they are missing out on a chance to capitalise on a developing market especially as competitor brand H&M have already began to concur Asia. (Reportlinker, 2010.

Online)

Opportunities

Expand to Asia in the future. Develop more ranges and more competitive price points. Introduce more stores in Europe, such as the UK. Future collaborations.

Threats

Some threats to Urban Outfitters include Abercrombie and Fitch, Gap, and H&M. Abercrombie is one of the lead specialty retailers and they also provide clothing to that same age range. H&M proves a big threat to Urban Outfitters as they are not only affordable and worldwide but also have an incredibly fast turn-over rate.

ot

Political

The United States of America is run under a democracy in a capitalistic and free market-oriented economy. Corporations and other private firms make the vast majority of microeconomic decisions and governments prefer to take a minimal role in the domestic economy. As a result, the U.S. has a small social safety net, and business firms in the U.S. face considerably less regulation than firms in many other nations. With the apparel industry being labour-intensive, in America the effect of employment laws are significant. Employee laws that need to be regarded are minimum wage, over time, benefits and health and safety regulations.

Trade regulations are probably the single most important factor influencing the clothing/retail industry in the United States. Since the apparel industry is labour-intensive, it is exposed to overseas competition from nations where their employees receive much lower wages. Since 2005 all quotas for apparel and textile products ended among members of the World Trade Organisation, which includes most of the United States trading partners. The removal of quota and other trade barriers will serve to increase the competitive edge of countries with a mature textile and clothing industry.

(WTO, 2010. Online)

Economical

Wage and salary employment in the apparel industry is expected to decline 69 percent through 2012. The Decline in employment can be attributed to increase in imports, new automation machinery, and cost-cutting pressure from increase global competition. The value added by the apparel manufacturing industry contributing to the Gross Domestic Product was down to 18.9 billion in 2004 from 25.1 billion in 2000. The change in apparel and services was statistically significant in 2003, decreasing by 6.2 percent (BLS, 2010. Online).

social From 1990 to 2000 the population increased by 13 percent in the United States. 75.1 percent of the nation’s 284.1 million people are White compared to 12.5 percent Hispanic or Latino, and 12.3 percent Black or African American.

Educational attainment of the population aged 25 years and over for the United States is on the increase.

pest

In 2000 80.4 percent were recorded to have a high school diploma or more and 24.4 percent were recorded to have a bachelor’s degree or more. Of the 284.1 million people, 143.4 million were female and 138.1 million male (Census).

Family households increased 11 percent, from 64.5 million in 1990 to 71.8 million in 2000, while non-family households increased faster, 23 percent, from 27.4 million in 1990 to 33.7 million in 2000 (Census). Of the U.S population, 26 percent are 18 years old or younger, and 62 percent are 18-64 years old, both of which grew about 13 percent from 1990 to 2000. Median household income in 1999 was $42,000, up 7.7 percent from 1989 in real terms (after adjusting for 29.8 percent inflation over the period). Median household income by age of householder in 1999 shows, ages 25-34 with $41,414, 35-44 with $50,654, and 45-54 with $56,300 (Census, 2006. Online).

More than 60 percent of women and teens wear plus-size clothing, and the kid’s plus-size apparel market is growing. Thanks to the ever growing obesity epidemic, market research firm The NPD Group reports that kid’s plus-size apparel industry has grown to about $3 billion a year--about 12 percent of the overall children’s clothing market (Entrepreneur, 2009. Online).

Today’s clothing needs to offer more than just a fashion statement--it needs to offer value and practicality. That’s the thinking behind the growing industry of performance apparel (Entrepreneur). Fitness and leisure-time clothing are the hottest segment of the performance apparel market today and by 2010, some 40 percent of all garments sold will have some performance apparel element to them (Entrepreneur, 2009. Online).

Technology

Innovative technology has boosted the apparel industries productivity, however, the apparel industry is expected to stay labour intensive. There has been an increase in automated machinery that has improved production and manufacturing facilities. However, machine operators will continue to complete most sewing tasks, and automated sewing will be limited to simple functions. In some cases, however, computerised sewing machines will increase the productivity of operators and reduce required training time (BLS). Computer system software has also been a huge technological success in all industries. An entire industry has developed just for creating apparel and textile industry software.

A number of companies have developed software for each section of the industry including, warehouse, patternmaking, embroidery, and knitting and weaving software. Fashion designers begin the process by making rough sketches of garments or accessories, often using computer-assisted design (CAD) software. This software prints detailed designs from a computer drawing. It can also store fashion styles and colours that can be accessed and easily changed (BLS). SnapFashion is a new software program to assist fashion designers. It is called by some the ultimate Pictionary of design details with a library of over 3000 design elements that have been proportionately drawn so they can be snapped together to create items with great accuracy and speed (Van De Bogart, 2010. Online).

The

brand

CREDIBILITY

Known for its British heritage brand. The brand’s products are influenced by dead stock sneakers and vintage sportswear from around the globe. Duffer has enjoyed positive press exposure in some of the best titles of the late1980’s such as, The Face, i-D, Blitz and Sky. The brand has been a big success in Japan. A trusted and reliable urbanwear brand.

brand AS A PRODUCT Vibrant, fun and youthful Casual,

trendy wearable

and

British, preppy shapes and designs with an urban, modern twist Polos, baseball jackets and the ever classic Duffer hoody

brand AS AN EXPERIENCE

brand AS A SYMBOL

British and Urban

The royal emblem

Interesting

Distinctive blue, vibrant red and gold

exciting

Regal, imperial and majestic

different

Identifiable

model VALUE PROPOSITIO N

Functional: Wearable, comfortable, protects skin from the environment and from the elements, including rain, snow, wind and the sun.

Emotional: Makes wearer feel good, confident and trendy.

BRAND AS PERSON

brand AS AN oRGANISATION

Extrovert

Heritage

Confident

British

Imposing

Diverse

Rebellious

Accomplished

Fun

Progressive

Cool

The

cultural

American

English

American’s stores stay open later than the UK as the various levels of government generally do not regulate the hours of the vast majority of retailers. Whereas, shops close earlier in the UK due to stricter regulations.

American’s have a different service to the UK, it is more direct, personal and friendly. American’s expect more from their shopping experience compared to the UK. America is familiar with a high level of packaging, services, product quality, store interiors and exteriors etc. The UK normally only expect this level of service in Luxury brand shops.

Religion is generally on a bigger scale in terms of followers and extremism compared to the UK. There is no free health care in America in contrast to the UK where taxes cover the NHS, the National Health Service.

Dress is usually casual and informal in the US. Jeans, a T-shirt and athletic shoes, with optional baseball cap come close to being a national uniform. The UK seem to be more fashion forward and creative with everyday wear.

Baseball has a huge following and is universally referred to as the ‘national pastime.’

The UK is a Constitutional Parliamentary Monarchy whereas the USA is a Federal Presidential Republic.

Americans cannot drink before the age of 21 compared to 18 in the UK. America can drive a year earlier to the UK at 16 years old. too Residents in the US do not tend to holiday outside of their country as they have many large states of which to vacate to.

America have seperate holidays to the UK such as Thanksgiving. The UK have different holidays also such as St Patricks Day.

differences

vs

consumer segmentation The

The target consumer for the US will be 17 – 25 year olds of a B – C social and financial grading. A more specific pen portrait characterising the idealistic consumer follows;

‘The Duffer label is sophisticated street wear that I feel comfortable and trendy in.’

Jason Daniels;

Jason Daniels is a 19 year old with charisma, a good sense of humour and confidence. Born in Manhattan Jason loves the outdoors and is an active member of baseball and is also a follower of the LA Lakers. Jason is currently studying at St John’s University doing Psychology. He listens to an eclectic mix of music such as Michael Jackson and Bob Marley as well as current artists like Little Wayne, LMFAO and Far East Movement. Some of his favourite films are The Anchorman, Shawshank Redemption and Kill Bill. He is an advocate of T.V series especially comedy driven programmes like 30 Rock, Family Guy and The Colbert Report. Some of his favourite pastimes are watching ESPN, playing PlayStation games and listening to his iTunes. Jason is fond of technology and boasts most of the latest gadgets from his beloved store, Apple. In his fridge are often bottles of Dr Pepper, Buffalo wings and Skittles. One of his guilty pleasures is Starbucks coffee which he drinks far too much. As well as being family oriented Jason has a great social life being a popular and well-liked character amongst his wide circle of friends. He usually meets up with friends every weekend to go shopping, watch and play sports.

perceptual map The

Lay

the acetate sheets over the diagram to reveal the two perceptual maps that identify two niches for the duffer of St George to enter into in conjunction to their US competitors.

The

flagship

The

Duffer of St George play on the opposition of urbanism and aristocracy.

As the brand’s roots lay in vintage Army and Navy clothing the very British manor homes that were the epitome of British wealth during the 1st and 2nd world war seem fitting for their photo shoots and brand aesthetics. The clothing is urbanwear with a sophisticated edge intended for the young modern-day man.

The juxtaposition of new and old, rich and poor is a witty concept that subverts aesthetic rules and in turn reflects the rebellious, bold nature of the Duffer garments and consumers. In reference to the UK ‘College dropout’ photo shoot with Tinie Tempah the strategy explored the idea of young men valuing the enjoyment of their social youth over the importance of education. This concept speaks to many students that share this outlook. By setting the photo shoot at a mansion the brand seem to be mocking the values that the wealthy are associated with such as being educated, good and prudent.

This idea can be brought to life in the in-store visuals of the flagship store in the US. Traditional, English manor house furniture like fireplaces, bookshelves and patterned seating could be used in conjunction with raw, exposed brick, glass and the urban street wear products creating a strong visual contrast that underpins the brand‘s identity.

From the moodboard of colour swatches and imagery, mock-ups of the in-store visuals (without the garments and products) were then made. These are on the following pages. The store would be open plan and spacious with a seating area made to look like the reception room in a stately home. To convey this effectively furniture such as luxurious setting, a wooden fireplace, rug and framed paintings would be necessary. On the coffee table would be American magazines for men that customers could read to enhance the laid-back shopping experience such as 10, Entertainment Weekly, Men’s Health and People as well as sport magazines like Sports illustrated and Maxim. Alongside these publications will be copies of the brand’s look book. The feeling of the store is inviting and British with an amusing and contemporary clash of urban interjections.

Traditional English aristocracy with...

A clash

of urban interjections

The

collabor

ation The

brand has already done a lot of collaborations and one of which is ‘The college dropout’ Photo shoot with Tinie Tempah for FWD magazine in 2009.

The photo shoot was set in vey affluent and grand surroundings at a manor house establishing a sense of aristocracy. This juxtaposed against their urban street wear clothing which helped generate a witty, modern attitude. FWD also did a Duffer photo shoot with Delvin and Fugative who are upcoming rap artists with styles that compliment the brands. Converse had collaborated with Duffer on a new project; Jack Purcell Mid sneaker in two colorways both featuring the Duffer Paisley pattern released in October 2010 (Kulture Streetwear, 2010. Online) Lastly, XLarge had also collaborated with the brand for spring 2010. They worked on a light blue cordlane suit, including a blazer and matching pant. They also worked on a collaborative t-shirt, fusing the logos of both brands which were released February 2010. (Kulture Streetwear, 2010. Online) For the US launch a collaboration with an emerging hip/hop, rap artist or sportswear brand would be an instinctively appropriate choice. For maximum impact a collaboration with a music artist would be most effective to attract the right sort of consumer and create the most publicity.

Far East Movement (also known as FM) from the streets of Los Angeles, are one of the freshest groups representing the next generation of artists and ‘fly music.’ Members Kev Nish, Prohgress, J-Splif, and DJ Virman have created a huge industry buzz with major companies, radio stations, and club DJ’s worldwide through their international appeal and energetic live shows. They have also already done some successful collaborations with top street wear companies in the past which should suggest that they are good, experienced candidates.

Finding their inspiration from the diverse city blocks and night club scene of Southern California, FM has built a strong internet fan base and a new lifestyle brand for the next generation of youth around the world.

Their original urban sounds and aesthetics should merge well with the Duffer brand. The new bands incredible popularity worldwide and particularly in the US will help Duffer to emerge successfully quickly and with hype as a cool, youthful and energetic brand.

Communic Strategy The

The

brand’s launch with be advertised through a pull strategy with a combination of above the line and below the line marketing.

PR in Magazines like 10 and Entertainment Weekly will be used to reach a large number of consumers. Ambush marketing will be used through advertising on the radio. Radio presenters on popular New York stations such as WPLJ-FM and WBLS-FM will be notified of the music collaboration with Far East Movement and be told to have some discussions about it leading up to the launch. Posters in subways like Grand Central station and Broadway will advertise the launch.

In 2009, the subway delivered over 1.579 billion rides, averaging over five million (5,086,833 rides) on weekdays, 2.9 million on Saturdays, and 2.2 million on Sundays (Subway and Bus Ridership Statistics 2009). Advertising in such a densely populated transportation link could possibly help the Duffer launch reach a decent percentage of people.

A new American Duffer website will be made that initially will not sell any products online but describe the brand’s heritage, connote its aesthetics and promote the launch event. A section about the music collaboration will also feature on the website. The web address will be at the bottom of all posters and included in all magazine coverage.

Far East Movement has their own website which will feature the Duffer collaboration with a photoshoot and launch description, informing and enticing their followers.

ation

in collaboration with find out more

Heritage Collections launch party collaboration Flagship store contact

mock up of website

The

launch will be separated into two events. The first will be during the day at the flagship store and open to the public. The second will be at night at an urban venue for PR, music artists, socialites and celebrities.

The chosen date for the launch will be next year in the summer in conjunction with the collaborators next album realse date which is yet to be announced. This would give not only the brand great publicity but also help Far East Movement push album sales. The first launch event will start at 5pm and finish at 10pm.

The second stage of the launch will start at 10.30pm till 3am.

The instore activities for the launch will include local graffiti artists who will work on large canvases helping to establish an urban vibe and energetic spirit.

At a designated time slot members of the public can join in and attempt to replicate the professional’s artwork. There will also be a break dancing corner with professional dancers going all out to the sound of chart, R’n’B, hip/hop and underground music spun by an emerging local DJ. Throughout the buzz and entertainment the public can shop the collection of Duffer classics. With every purchase made customers are automatically entered in to a prize draw. The barcode on the back of receipts acts as winning numbers.

Barcodes will be picked at random throughout stages of the launch, 6pm, 7pm, 8pm and 9pm. The prizes that can be won are 2x graffiti artwork, 1x breakdancing lessons (2 sessions) and a $200 shopping spree to spend instore. Even if customers don’t win any prizes they still get a free C-D with 3 songs (Like a G6, Rocketeer and Dance floor) by the Far East Movement with every $60 spent.

The night event will be a huge Duffer party after hours with a modern twist to classic drinks themed on the Far East Movements songs for example; a cosmopolitan would be renamed OMG COSMO and margarita renamed I PARTY MARGARITA. No party would be complete without amazing music and world renowned DJ Carl Cox would be a suited candidate for this role. Also, the collaborators Far East Movement will perform several tracks from their latest album to set the tone for the evening. A Duffer goody bag will be given to every invitee full of relevant gifts such as the Far East movement album and sponsership freebies.

Word count: 2,931

launch party

The

invite For the after hours Duffer party. The invite plays on the brand’s royal British roots and mocks the idealistic and exaggerated accent and word choice Americans often percieve the English to sound.

The

Lookbook

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illustrations Cover page: Thoragoros, 2010: British duffer St.George.

[Graphic image] (www.twcenter.net) Introduction: T.J.S, 2009: The Duffer of St George. [Photograph] (www. back-and-forth.net) Introduction: JD Sports, 2010: The Duffer of St George. [Photographs] (www.

JDSports.co.uk) Methodology: T.J.S, 2009: The Duffer of St George. [Photograph] (www. back-and-forth.net) Methodology: komplettie, 2008: Facebook Involved in 20% of Divorces.

[Graphic image] (www. komplettie.wordpress.com) Methodology: Survey Monkey, 2011: Homepage. [Graphic image] (www.surveymonkey.com) Rationale: Hypebeast, 2009: The Duffer of St George and X Large.

[Photograph] (www.hypebeast. com) Rationale: Highsociety, 2009: Duffer Daps Deck Shoes. [Photograph] (www. highsnobiety.com) Competitor SWOT: Gianpot, 2011: Summer/spring shopping.

[Graphic image] (www.gianpot.blogspot.com) Competitor SWOT: NextNoize, 2010: Urban Outfitters Menswear. [Photograph] (www. nextnoize.com)

Competitor SWOT: Far Est MoveShopping the trend 2010: Urban ment: Outfitters fashion. [Photograph] Joshua B (www.shoppingthetrend.com) 2011: Far East Brand Model Movement.

Thoragoros, 2010: British duffer [ P h oto g r a p h ] St.George.

[Graphic image] (www.bingpop. (www.twcenter.net) com) Cultural Differences: Far Est MoveSartoriallyinclined, 2010: The ment: Duffer of St George. [Phototgraph] F i n d t h e s h i t , ( w w w . s a r t o r i a l l y i n c l i n e d . 2011: Far East blogspot.com) Movement.

The Collaboration: [ P h oto g r a p h ] Sneakernews, 2010: The ( w w w .

Duffer of St George + findtheshit.

Converse. [Photograph] (www. com) sneakernews.com) The Collaboration: Highsociety, 2009: Duffer Daps Deck Shoes. [Photograph] (www. highsnobiety.com) The Collaboration: Rwdmag, 2010: Duffer and Tinie Tempah photoshoot. [Photograph] (www.rwdmag.com/tag/theduffer-of-st-george/) The Collaboration: Rwdmag, 2010: Duffer and Tinie Tempah photoshoot. [Photograph] (www.rwdmag.com/tag/theduffer-of-st-george/) The Collaboration: Rwdmag, 2010: Duffer and Tinie Tempah photoshoot. [Photograph] (www.rwdmag.com/tag/theduffer-of-st-george/) Far Est Movement: Gary Trust, 2010: Weekyl chart notes.

[Photograph] (www. billboard.com) Far Est Movement: Snicka 2010: Far East Movement.

[Photograph] (www.snicka.com)

(The Duffer of St George, 2011. Online.)

(Facebook’s Ad Platform, 2010. Online) (Mintel, 2007. Online.)

(Royal, E Leslie, 2000. Black Enterprise courtesy. Magazine.)

(Gereffi, 2001. Online).

(Matrixone, 2009. Online) (Reportlinker, 2010. Online) (WTO, 2010. Online) (BLS, 2010. Online).

(Census, 2006. Online).

(Entrepreneur, 2009. Online).

(Van De Bogart, 2010. Online).

(RWD, 2009. Online) (Kulture Streetwear, 2010. Online)

References

Appendix

14 people responded to this uk survey made in surveymonkey.com 1. What is your gender?

Male Female 2. Where do you fit into these age groups?

3. Are you familiar with the menswear brand, The Duffer of Saint George?

Yes No These are images from the brand, If you do not know the brand already please take a quick look at their website; http://www.thedufferofstgeorge.com/

4. What do you think of the brand?

Poor Uninteresting O.K Excellent 5. Why do you think this?

6. Do you think this brand would suit America?

Yes No 7. Why?

results to survey

Q5 Look ok, not amazing! The hoodies hood is to far up and not big enough 5/10/11 2:33PM View Responses nice styles, colours and wearable designs 5/10/11 2:01AM View Responses its not anything special or unique 5/9/11 7:44PM View Responses a bit chavy ... mainly hoodys, not my style 5/9/11 6:02PM View Responses nothing unique looking or a bit different form other shops 5/9/11 5:02PM View Responses The look is casual and quite urban, I like some of the jackets but the overall look is too ‘chavy’ for my liking.

5/9/11 4:18PM View Responses more sportswear than a fashion brand 5/9/11 4:03AM View Responses It looks like a brand that is aimed at teenagers or young people, so doesn’t really appeal to me. It is also very bright and bold with big writing or logo’s on the garments, which is not my style. But I think it looks ok on younger people.

5/9/11 12:44AM View Responses Decent clothes but nothing new 5/8/11 9:18PM View Responses It has a similar brand image of other clothing of this type. E.g. A&F 5/8/11 8:58PM View Responses Its alright, its quite generic and theres alot of other similar brands around 5/8/11 8:49PM View Responses Similar to a lot of other brands out at the minute, nothing really stands out as special.

5/8/11 8:39PM View Responses timeless fashion, young but not very origional 5/8/11 8:39PM View Responses

Q7 They wear similiar styles of clothing to us 5/10/11 2:01AM View Responses its similar to what americans buy/wear 5/9/11 7:44PM View Responses its bright and kinda looks like sumit u wud find out there x 5/9/11 6:02PM View Responses because americans wear t-shirts and hoddies, so would suit the style there 5/9/11 5:02PM View Responses Because American’s seem to dress more casual in general. I have been to America and Menswear is similar to this but more of a surfer look than urban. I think the urban edge and British influences would make this brand stand out in US. 5/9/11 4:18PM View Responses having a brand printed on your clothes seems to be popular in america 5/9/11 4:03AM View Responses Because Americans like to stand out in bold clothing and they seem to like named brands. Americans also tend to dress more casual, so I think this brand of clothing would appeal to them!

5/9/11 12:44AM View Responses Becuase Americans like the kind of surfer, sporty look 5/8/11 9:18PM View Responses America likes the preppy look, and Duffer can offer this with adding an essence of British fashion 5/8/11 8:58PM View Responses the brand is fitting with the style alot of americans like to wear casually, with big logos and obvious branding 5/8/11 8:49PM View Responses It would suit any male.

5/8/11 8:39PM View Responses it is urban, well established brand. would appeal to young, sporty working people 5/8/11 8:39PM View Responses

Unfortunately nobody answered this questionnaire 1. Which age group do you belong to?

Under 16 17 - 19 20 - 22 22 - 25 25+ 2. Where about in America are you from?

(in company write what you do for a living, for example student) Company: http://www.thedufferofstgeorge.com/ 3. Please take a quick look at these images and the e.mail address above of the UK menswear brand, The Duffer of Saint George.

What is your initial response to the brand?

Excellent O.K Uninteresting Poor 4. If this brand was available in America, would you shop there?

Yes No Why? 5. Do you think this sort of brand would suit America?

Yes No Why? 6. Personally, could the brand improve in any way for the American market?

Yes No What improvements?

7. Are you familiar with the music artists Far East Movement?

Yes No Do you think they would make a good collaboration with the Duffer brand and why?