NICCE LONDON X DEVOTED 2016
Paulina Kleparska 3267220 Course: BA (HONS) FASHION Unit: Final Major Project Fashion Image and Communication 2
NICCE LONDON X DEVOTED 2016
C O N T E N T S
EXECUTIVE SUMMARY 6-7
P A G E
STREET-WEAR INDUSTRY
MUSIC INDUSTRY
(MACRO ENVIRONMENT)
(MACRO ENVIRONMENT)
(MACRO ENVIRONMENT)
8 - 11
12 - 13
14 - 15
BRANDS CONNECTING WITH MUSIC
NICCE LONDON COMPETITOR ELLESSE (MICRO ENVIRONMENT)
NICCE LONDON
DEVOTED ANALYSIS
DEVOTED PEN PORTRAIT
BRAND POSITIONING
(MICRO ENVIRONMENT)
(MICRO ENVIRONMENT)
24 - 27
(MICRO ENVIRONMENT)
30 - 31
32 - 33
28 - 29
4
NICCE LONDON X DEVOTED
NICCE LONDON X DEVOTED
COLLAB COMPETITOR
AIMS & OBJECTIVES
AIDA
FILA LOVES BARTOLI
BRAND POSITIONING
(MICRO ENVIRONMENT)
(MICRO ENVIRONMENT)
(MICRO ENVIRONMENT)
(MICRO ENVIRONMENT)
46 - 47
48 - 49
50 - 53
54 - 55
NICCE LONDON X DEVOTED
PESTEL ANALYSIS
NICCE LONDON + SWOT
7 P’S NICCE LONDON
(MACRO ENVIRONMENT)
(MICRO ENVIRONMENT)
(MICRO ENVIRONMENT)
PEN PORTRAIT
20 - 21
(MICRO ENVIRONMENT)
16 - 17
18 - 19
NICCE LONDON CONSUMER
22 - 23
DEVOTED COMPETITOR
DEVOTED
NICCE LONDON X DEVOTED
JADED LONDON
BRAND POSITIONING
COLLABORATION
NICCE LONDON X DEVOTED CONSUMER PROFILE
(MICRO ENVIRONMENT)
(MICRO ENVIRONMENT)
(MICRO ENVIRONMENT)
(MICRO ENVIRONMENT)
34 - 37
38 - 39
40 - 43
44 - 45
INTELLECTUAL
FUTURE INITIATIVES
Appendices
BIBLIOGRAPHY
PROMOTIONAL STRATEGY
64 - 65
66 - 71
72 - 73
56 - 63
NICCE LONDON X DEVOTED 2016
E X E C U T I V E S U M M A R Y NICCE London x Devoted is a limited collaboration between two niche street wear brands. The collaboration is refocusing an emphasis on women’s street wear style, away from its usual male orientation. Today’s street-wear is a distinctive style of street fashion. The style emerged from hip hop ethos and is associated with youth urban culture. It has grown from emphasis hip hop fashion to now, modern high fashion. The NL x D collaboration is a strong idea that emerges the exchange value by joining two brands in social environment to create more valuable product. Women’s street-wear always had a sporty vibe and synthesis of an active lifestyle where street-wear and sportswear cross over. NICCE and Devoted are showcasing a small collection of bodysuits with an urban theme of sport meets club that manifests in a collision of brand identities. Aiming to gain interest from young women who love to look good, emphasize their figure and state their trendy style weather they are going out or enjoying an active lifestyle.
6
The report examines primary and secondary research using accessible resources as books, social media, interviews magazines of streetwear market and how it is associated with house music and women’s street-wear. The plan is carried out in two parts; marketing, communication strategies and promotion. In marketing and communication strategies the collaboration is responsible for identifying and satisfying customer requirements profitably. A short look book campaign will take place to promote the collaboration, the look book includes house music guide with upcoming events and DJ’s who support Nicce London. Followed by social media contest for consumers to engage and be a part of. The collaboration aims to create a vision of a lifestyle that consumers can be involved in and feel emotional connections to.
(AppendixA) NICCE LONDON X DEVOTED 2016
MACRO ENVIRONMENT
STREET-WEAR INDUSTRY Today marketing is often used as a method
The style evolved throughout the years
of advertising, using variety of media such
and many brands present themselves by
as social media, television or magazines.
introducing the combination of street wear
Younger
value
with minimal, high fashion and comfortable
experience over products, this creates an
apparel. Industry of street wear is quite
authentic connection which is a driving factor
crowded, raises every day with new brands
of the popularity within music events. The
and has ability to fast-moving changes.
generation
seems
to
further industry research examines evolution of street wear and how it associates with
The culture is highly aimed at men, as many
bands or musicians. (Appendix1)
street wear brands don’t offer women’s sizing, but men’s or unisex. Today many
“I define street-wear as a style that’s
females try to fit in the street wear culture
developed organically for the urban
and resort to men’s labels as the fits for men
environment. Rebelling against the fashion
can be just as well for women.
industry, taking it deeper these brand evolve to the point that they can be worn
The NL x D collaboration aims to take the
with high-end designers like Prada or Marc
responsibility of expanding women’s street
Jacobs”
wear. There are only few brands who offer
– Richard Martin Complex magazine
street wear for female population, brands such as HLZBLZ or Married To Mob. Both
Street wear style was first associated with
of these brands focus to empower female’s
urban cultures such as hip hop music, punk,
street wear culture.
or skate. The main connection that street wear evolves around is millennial generation who are the influence behind changes in street wear and urban fashion.
8
MACRO ENVIRONMENT
“Supporting
the idea of female empowerment by adding a little spice to traditional femme silhouettes resulting in bold statement pieces with street sensibility.” –HELLZBELLZ
(Appendix2) NICCE LONDON X DEVOTED 2016
MACRO ENVIRONMENT
Macro Environment consists of external elements that exist outside of a company’s control that can significantly impact its performance and ability to compete in its marketplace.
A TIMELINE OF THE FOUNDING OF BRANDS.
10
MACRO ENVIRONMENT
“As we began populating the timeline, we found that many streetwear brands were just as old (if not older) than many designer labels, ones that fashionable kids are wearing and repping are actually much older than you’d expect.” - SLAMXHYPE
(Appendix3) NICCE LONDON X DEVOTED 2016
MACRO ENVIRONMENT
ELECTRIC AND HOUSE MUSIC House music appeared in the 1980’s established by dance club DJ’s, influenced by elements of early 70s funk-infused dance music style. Throughout the years house music has grown enormously and became one of the most common genres in the music industry. DJ’s such as Ben Pearce, Hot Since 82 or Loco Dice are emerging in electric music industry and influence younger generation. The NL x D campaign will show the cultural connection between Nicce London and their house music roots, showcased in a lookbook/ music guide. (Appendix4)
Many house artists are men, which becomes very gender dominant. However, their fan base in not focused on specific gender but aim to satisfy everyone who enjoys this music style. Many DJ’s associates with clothing brands that relate to sporty, urban street wear style. They manage to promote them through live events, photo-shoots and social events that include both the brand and the DJ. The signification of clubs is movement, dazed, smoke and motion, these words create the atmosphere of clubs, in the collaboration the words are taken under consideration towards graphical image print design.
12
MACRO ENVIRONMENT
“The house and techno art forms have grown and left their place of origin. As more and more people who were not part of the original demographic – myself included – gained access to it, the original template began to mutate in order to be more a part of the new environments it found itself in.“ - DJ and producer Amir Alexander
NICCE LONDON X DEVOTED 2016
MACRO ENVIRONMENT
BRAND CONNECTING WITH MUSIC Today many brands connect with musicians who reflect on their identity and lifestyle. Music is what brings out emotions and connections so people tend to rely on their favourite songs and artists to complement their life’s moments. The fashion and music industries are evolving and both groups try to collaborate, supporting each other and making experiential events bring both of their followers together. Many well-known musicians discover new brands and end up supporting and helping them to rise and have a better opportunity in the market.
In NL x D collaboration plan is to create a scene where you are able to visualize urban lifestyle. Nicce has not been loud about their passion towards urban music roots, so this is a chance to show them from the other side. The connection between brands and musicians can create persuasive content by using strengths from both sides. Connecting with the right artist helps to support brand values and deliver effective storytelling alongside the artist. (Appendix5)
14
MACRO ENVIRONMENT
(Appendix6) NICCE LONDON X DEVOTED 2016
MACRO ENVIRONMENT
PESTEL ANALYSIS
SOCIAL
ECONOMICAL
POLITICAL • • • • • • •
Legislation such as the minimum wage or anti discrimination laws. Trading polices. Wars and conflicts. New employment book. Taxation. Trade agreements, tariffs or restrictions. Strong legal system.
• • • • • •
Competition. Product availability. Taxation specific to products. Seasonality/weather issues. Customer/end-user drivers. Rise or fall of currency can have an effect on customers purchase from different countries. Material costs increasing.
•
• • •
TECHNOLOGICAL
•
• • • • •
(Appendix7) 16
Internet: different ways of distribution and promoting products. A faster exchange of information can benefit businesses as they are able to react quickly to changes. Customers can purchase products 24/7 from different devices such as phones/laptops etc. Innovation. Immersing mobile networking. Global communication. Secure internet.
Modern lifestyles support Demand for fashion. Fashion trends. Celebrity. Effective advertising/publicity. Brands image. Demographics. Media views. Events and influences. Ethical and religious factors. Division of wealth in society. Population growth rate. Change of style.
LEGAL
ENVIRONMENTAL
•
• • • • • • • • • • • • •
• • •
Customer values. Communication with customers. Weather issues can effect on materials/global warming.(To obtain 1kg of cotton: 5.000 to 25.000 litres of water are used) Ethical issues. Pollution/waste/recycling. Energy consumption.
• • • • • • •
Employment Changes in competition law. Quality becomes key. Changes to advertising law. tax policies. Threat of intense price wars and strong requirements for product differentiation. Court system.
MACRO ENVIRONMENT
PESTEL ANALYSIS CONCLUSION PESTLE Analysis examines Nicce Londons external macro environments. The outside world has a major impact on the brands future, In these areas the brand doesn’t have any control. To stay in the competitive world of business the following PESTLE factors the brand must consider.
Political:
The brand considers legal and political factors as part of their strategy to show that they value the policies and regulations of the government. Ignoring these factors can have an effect on profitability in terms of corporation tax connected to income tax of the customer.
Economic:
In this business brands must pay attention to economic stability and aspects that have an effect on brands success, aspects as a condition of the resource markets or unemployment policies.
Social factors: The fashion industry is affected by trends more than other industries. Nicce London can benefit from the rise of streetwear in everyday attire amongst the streetwear young customers. Their products are moderate and affordable which gives them a financial opportunity. Lifestyle brands are rising in the street-wear industry and must compete and bring high quality products to the market.
Technological, Environmental and Legal: Technological factors such as government expenditure on technology can affect bringing service or product to the market. One of the successful developments that affected Nicce London is the internet which, allowed them to develop their online business. Mintel data presents that each year customers shopping online statistics rise exponentially with fast acceptance of online shopping.(Appendix8) Nicce must stay on top of new employment laws and follow the policies, such as increasing minimum wages.
NICCE LONDON X DEVOTED 2016
MICRO ENVIRONMENT
N I C C E LO N D O N Nicce London launched in 2013, a unisex lifestyle brand. The brand has quickly made it up in the market as a young street wear brand that differentiates from others. Their goal was to create nofuss, modern street wear for everyone. Nicce aims to focus on developing a strong directional approach of filling out the gap in the market for simplicity and no fuss apparel in street wear market. Having their lifestyle around music got them drawn more inspirations from London’s culture and evolving house, electric music scenes.
“We’ve overcome this by networking and finding who is the right supplier for us – it’s an ongoing thing.”
-NICCE LONDON The NL x D Collaboration is willing to move further from designing Nicce’s original staple unisex tees and expand their women’s apparel mainly bodysuits, to show more of their identity. Nicce London is passionate to become known worldwide, have their own space in high-end stores such as Selfridge’s and extending their stockiest online to express their lifestyle to fashion lovers.
18
The SWOT Analysis of Nicce London presented on the next page examines brands strengths, weaknesses, opportunities and threats. The derived information gives direction to the potential strategy. Nicce London being a contemporary street-wear brand with strong directional approach can easily debilitate the threats of not targeting the right audience, and have the opportunity to become a trustworthy and loyal brand to its consumers. With the opportunity to collaborate with an artist or brands, Nicce can overcome their weakness of low brand awareness and take advantages of its opportunities. (Appendix9)
ON
D LON E C NIC
IS LYS A N TA SWO
STRENGTHS •Competitive pricing within street-wear market. •Quickly made a name for itself as emerging London •Contemporary street-wear apparel. •Wide range of categories.
WE
AK
NE
SS
ES
•Strong direction approach. •Clear target market. •Low brand awareness.
•Supported by UK’s most wellestablished signers and bands.
•No independent shops. •Low stock/sizes.
•Selling online as well as through stockists.
•Majority of the apparel are very similar within design and idea.
•Active on several social media platforms such as Facebook, Instagram, Twitter etc.
•Repetitive texture. •No collaborations featured on their website. •No Look-book category. •Lack of competitive strengths.
•Further development of the website.
•Expressing their music identity more.
•Outsourcing production/bigger range of fabrics.
•Losing customers trust.
•Sell products to stockists worldwide.
•Disappearing in the market.
ES
•Wider range of print ideas. (More modern, more colour and themes)
TI
•Collaborations with brands/artists.
•Vicious competition for the same product causing loss. •Change of style of current consumers.
NI
THREATS
•Products stock expansion/more sizes available.
U RT
PO
OP
•Lack of cool graphics/colours within their products.
•Improved advertising/branding. •Global markets growth.
•Economic crisis. •Not targeting the right audience. •Increasing competitors in street wear market. •Not gaining any profit. •Rising existing competitors. •European crisis. •Easy to copy.
(Appendix10 , 10A) NICCE LONDON X DEVOTED 2016
MICRO ENVIRONMENT
MARKETING MIX A company needs to consider the marketing mix in order to meet their consumers’ needs effectively. The marketing mix is the combination of Product, Price, Promotion, Place, People, Process, Physical Evidence.
PR OD UC T
NICCE London fulfils their consumer’s needs and develops products with the right level of quality and visual appearance to meet customers’ expectations, now and in the future. Their products provide value for the customer. The product gets through a phase called life-cycle, the brand does the research on how long the life cycle of the product they are marketing is still under customers attention which is then moved to the next stage which is a sale.
Pricing has to be competitive, and in this case, Nicce places themselves mid-range price point not too cheap and not too expensive. The product is only worth what customers are prepared to pay for it. The price controls company’s profit, changing the value has a profound influence on the marketing strategy and often affects difficulties and sales.
PR OM OT ION
20
Communication between the brand and the consumer, In this case, Nicce main promotion tool is social media, they are active on various of different social media platforms but mainly their independent website which is their main source. Their website is a customer’s first experience of the company, the brand makes sure to include most important up to date information to keep it fresh. Their active social media platforms are; Facebook, Twitter, and Instagram, their highest following rate is on Instagram 90.8k followers. (Appendix10b) Nicce also uses bloggers, models, music acts to promote their clothes which are then posted on social media, it creates a deeper connection with customers as it sets to be more of a lifestyle brand.
P
C RI
E
MICRO ENVIRONMENT
Nicce has a pop up store, which is based in London, not very handy for many consumers from across the world. However, they stock in several of shops such as ASOS, Footasylum, Topman, Amazon, Tkmaxx and others (Appendix10c). This creates better access for most of the customers worldwide and is reliable to be delivered in Europe and outside. (Appendix9a)
PE OP LE
The connection between brand employees and customers makes the impression. How employees act towards customers creates the brands reputation, being motivated, well trained and have the right attitude is very important. Employees must put the customer first and provide the best service in the shop or through online service, to gain customer satisfaction towards the service and leave positive feedback on review sites.
Today while entering a new brand, customers seem to focus on the brands process of delivering the product and how the brand got to the place it is now. Nicce base their system on customers benefits, their website is very customer friendly and the information is very straight forward and simple. They create a vision of a fresh and authentic brand, to keep up customer service high standards their response time is fast with a good process of giving customers the right information and replying to them.
P
EVHYSI IDE CA NC L E
PL
E C A
PR
E OC
SS
Nicce London appears more often in the street wear market, their appearance is minimal and basic which is easier to be remembered. Their website appearance expresses brands lifestyle and identity, through tidy well-organized visual presence. Their appearance is more relaxed, photographs of the product are realistic and help consumers see what they are buying with no disappointment after purchasing.
(Appendix11) NICCE LONDON X DEVOTED 2016
CUSTOMER PEN PORTRAIT MICRO ENVIRONMENT - NICCE LONDON CONSUMER PROFILE NICCE LONDON CONSUMER PEN PORTRAIT
22
MICRO ENVIRONMENT - NICCE LONDON CONSUMER PROFILE
(Appendix12)
NICCE LONDON X DEVOTED 2016
MICRO ENVIRONMENT - COMPETITOR
Nicce London being a smaller brand still positions itself between street/sports fashion wear brands such as Adidas, Ellesse, Fila or Nike (Appendix 13) . All these brands keep their image clean and minimal to fit into the modern youth subculture. Ellesse and Nicce are minimal lifestyle brands combining fashion with sport, Both sell their products at stockists such as TK Maxx, Footasylum or Asos, this shows that both brands target their products at the same audience which is women and men from urban upper class. Ellesse an Italian sports Apparel Company founded in 1959 is well-established global brand developing its opportunity for commercial growth. Their popular classic striped design created an identity image of this sportswear brand. Just like Nicce Ellesse brought simplicity to their already classic market, the brand has nailed the sportswear look combining both functional features with sports style. Started with tennis wear, expanded to skiwear and then through the years developing their product categories towards the functionality of street-level fashion styling. (Appendix14)
“Women are also showing more interest in the market and brands are responding by designing more stylish female sportswear.� - Mintel report. Ellesse is a brand, which allows the customer to express their individuality than forcing to think their way. The brand positions itself within current market trends, their enthusiasm for design, vintage style comes back to live and people are willing to still purchase their products. Their unique selling point is the ability to tap into modern youth subculture and fit in-between modern street/sport wear brands.
(Appendix14A) 24
MICRO ENVIRONMENT - COMPETITOR
“Women are also showing more interest in the market and brands are responding by designing more stylish female sportswear.” -Mintel report.
NICCE LONDON X DEVOTED 2016
MICRO ENVIRONMENT - COMPETITOR
ELLESSE SWOT ANALYSIS
STRENGTHS •Strong brand presence worldwide. •The brand remained within their heritage (sport of tennis) •Developed its apparel to more urban and modern sportswear. •Successful and strong campaigns. •Collaborated with designers such as Valentino. •Ellesse connects their products with famous sports personalities to create an emotional connection. •Sport ambassadors such as Feliciano Lopez and Elina Svitolina.
WEAKNESSES •Poor website navigation and layout. •Products are unavailable very rapidly. •Only one Ellesse store in UK. •Limited stockists. •No own concept of flagship stores. •Not so popular within young generation.
OPPORTUNITIES •Improved website, easy navigation and clear layout. •Open more of individual shops across UK and Europe. •More information about shipping and returns. •Get involved in sport charity programs. •Collaborate with technology/artists or designers to boost up the brands profile. •Industry estimates that theirs 40% value growth could be achieved within the sports wear market over the next decade (Mintel report)
THREATS •High fragmentation in sports retail industry that has low brand loyalty and high bargaining power of buyers. •Not gaining more consumers and become forgotten brand can lead to financial loss. •Crisis in Europe can affect brands revenues. •Competitors rising up and being more active in the market can knock the brand down. •The effects of recession could lead customers looking at looking for a cheaper brand.
(Appendix15,16a,b,c) 26
MICRO ENVIRONMENT - COMPETITOR
The Ellesse swot analysis examined that the brand developed it’s heritage into further urban and modern sportswear, that weakens the threats of consumers getting bored of the same not changing brand. The opportunity to collaborate with technology or artists will boost up Ellesse’s appearance in the market as well as have a chance to gain new audience. With the opportunities to collaborate the brand can overcome their weaknesses of not being so popular within younger generation and change that by aiming their collections at millennials.
c) NICCE LONDON X DEVOTED 2016
MICRO ENVIRONMENT - BRAND POSITIONING
NICCE LONDON AND ELLESSE BRAND POSITIONING
NICCE BRAND POSITIONING The brand positioning map (Appendix18) shows where Nicce London stands amongst its competitors in the street-wear/sports market, based on quality of products and their prices. Since early 1980’s sportswear became less an influence on fashion than youth street fashion. Sportswear brands compared with exclusivity and people started to pay attention to the clothes, fabrics, and their structure as much as to sport. Adidas, champion, Nike started to embrace their association with streetwear and hip hop. T-shirt, sweatshirts became staples of streetwear, new designers new ideas and street wear companies. Sport had an appeal of early street wear with the aesthetics of oversized t-shirts and heavy graphic designs. (Appendix19)
(Appendix17) 28
MICRO ENVIRONMENT - BRAND POSITIONING
(Appendix17a) NICCE LONDON X DEVOTED 2016
DEVOTED - COLLABORATOR
A company which became known in the market by offering an online store with digitally printed unisex street wear. Inspired by photography, digital image, current fashion and following the trends of the street that embrace on individuality. Devoted loves graphics so their apparel is based around digital print and vibrant colours, the brand focuses on bringing high-quality products for their customers to make them feel great and comfortable in their apparel.
(Appendix20) 30
Communication between the brand and the customers stands as number one on Devoted’s list. The brand is open minded and always takes into consideration the thought of developing an own brand in new and challenging ways as well such as collaborating with other brands.
When buying Devoted you buy originality, quality, and style.
“We are adventurous, creative and open minded, our brand is all about that! With our collections we want to take each viewer on an adventure which can inspire and make customers fall in love with our products and their story.”
The swot analysis presented on the next page examine that Devoted can overcome their threats of being affected by fast fashion with their strengths of having collections not based seasonally.
Devoted has been accepted by both men and women, however, the brand pays more attention to women’s street-wear. Devoted wants to influence young creatives and use a strategy in marketing that is close to building a personal relationship with their target market through social media and physical events.
With the opportunity to open an independent store or selling apparel at different stockists, Devoted can fight their weakness of low brand awareness which is based mainly on social media and expand the brand to be more of a life experience.
•
DEVOTED - COLLABORATOR
DEVOTED SWOT ANALYSIS
STRENGTHS Competitive pricing in street wear market. High quality digital prints. Accessibility to use HD printers. Enthusiastic to innovate. Inspiring digital image designs. Clear target market. Very professional at promotion on social media. Collections not based on seasons.
WEAKNESSES Devoted is mainly based online. Low brand awareness. No independent shop. A limited amount of stock. Long amount of time between new collections.
OPPORTUNITIES •
Using modern technology. (USP) Selling stock in stationary shops. Opening an independent store. Collaborating with artists/designers or technology. Customer loyalty ongoing relationship with the customer. Growing fabric market. Enhance efforts to be environmentally friendly. Trade-shows.
T H R E AT S Competitors being more social media active. Economic changes can affect the brand productivity. Negative word of mouth. Poor growing seasons due to weather conditions affects production. Economic instability affecting the supply chain. Fast fashion. Customers change in taste and preferences. Independent stores and buyers not purchasing products. Rising prices change in currency
(Appendix21) NICCE LONDON X DEVOTED 2016
MICRO ENVIRONMENT - DEVOTED CONSUMER PROFILE
32
MICRO ENVIRONMENT - DEVOTED CONSUMER PROFILE
(Appendix22) NICCE LONDON X DEVOTED 2016
MICRO ENVIRONMENT - DEVOTED COMPETITOR
JADED LONDON
34
Jaded London, urban unisex trend- focused street wear brand launched in 2013 by two siblings Jade and Grant Goulden. The brand takes inspirations towards their collection from East London street culture to LA and New York. Jaded men’s collection has a lot of retro influences but the design is very clean and women-wear is sexy and fun, with lots of attitudes. Wholesale prices range from £12 for a crop top to £35 for a sequin bomber jacket. (Appendix 23)
Popular from their techno-scuba fabrics and high celebrity endorsement, the brand attracted an impressive list of stockists, including ASOS, Selfridges and Topshop, as well as celebrity fans such as Beyonce, Rita Ora, Rihanna and others. Unlike other brands Jaded prefers to stay in their comfort zone and don’t collaborate often with others, a brand which that is more likely to be sold at several stores next to other niche brands other than having a collaborative piece.
“Grant and I had recognized a gap in the market for street-wear at an affordable price point, so we began creating a distinctive unisex collection of pieces featuring unique photographic print.” – Jade Goulden
“ We stand for fresh creativity, originality and freedom of expression. We believe in the wide-eyed optimism of youth, challenging the accepted and the energy of a thought.” JADEDLND
MICRO ENVIRONMENT - DEVOTED COMPETITOR
(Appendix24) NICCE LONDON X DEVOTED 2016
MICRO ENVIRONMENT - DEVOTED COMPETITOR
JADED LONDON SWOT ANALYSIS
STRENGTHS Strong print designs and inspirations. Big number of social media followers. Grown in the market of street wear. Customer and trend focused brand. The brand gained success seven years in a row. Celebrity endorsement: Beyonce, Rita Ora, Cara Delevingne. Known worldwide, selling worldwide and shipping worldwide. Appearance in magazines such as Drapers, Grazia, Metro etc.
WEAKNESSES
OPPORTUNITIES
Majority of collections are sold online. High price for delivery if outside of UK. Products are often out of stock. Simple and basic website. Price perception. No customer reviews/rates available. Condensed market target.
Collaborations with brands, artists or musicians. Development of franchises. Selling in stationary shops worldwide. Improvement of the website. Development of digital market. Sponsor events to reach out to wider audience. Interaction with consumers (reviews, questioners)
T H R E AT S International instability effecting supply chains and shipping. High price for long distance delivery. Growing competition in the target audience. Products easy to copy. Increased price of materials. Global, economic and political conditions. Annual government taxes and increasing interest rates. (Appendix25) 36
MICRO ENVIRONMENT - DEVOTED COMPETITOR
Understanding derived from the Swot analysis, Jaded London need’s to add more input and use their strengths of high number of followers and strong design prints to overcome their weakness of simple and basic website design. With the opportunity to develop and improve the website, Jaded can overcome their threats of loosing consumers for not developing and innovating.
(Appendix26) NICCE LONDON X DEVOTED 2016
MICRO ENVIRONMENT BRAND POSITIONING
(Appendix26a) 38
MICRO ENVIRONMENT BRAND POSITIONING
DEVOTED AND JADED LONDON BRAND POSITIONING
DEVOTED BRAND POSITIONING The challenge for Devoted involves their brand awareness. Most of Devoted competitors which operate in graphical design street-wear market have already developed an awareness between their consumers included their casual shopping habit. The beneficial side amongst Devoted and its competitors is that the brands aim at the same audience, which means that the pricing can vary amongst them. Consumers will compare prices of the same garment form each brand and choose best possible option. Devoted has more opportunities to entice chase wandering consumers, as well as to fill the price and demand gap.
(Appendix27) NICCE LONDON X DEVOTED 2016
NICCE LONDON X DEVOTED COLLABORATION
Devoted collaborating with Nicce London creates a duo of two unisex street wear brands with focus to deliver something new and niche to the street wear market. The collaboration is refocusing an emphasis on women’s street wear style, away from its usual male orientation, this manifests in a collision of brand identities. Both brands have different identities and visions, with this collaboration they are able to explore women’s street wear and move out from their comfort zones. NICCE London x Devoted is showcasing a limited edition collection of bodysuits with an urban theme of sport meets club. Aiming at young confident, strong women who aren’t afraid to show their figure and street wear style in equal portions, weather in the club or active outdoors. House and electronic music connects people, it is a great process of expressing your emotions, giving people insight into the state of the world at that time. NICCE London is very passionate towards its urban music roots and also managed to get attention and support from some wellknown electric and house music DJ’s such as Ben Pearce, Hot Since 82 or Loco Dice. This collaboration highlights Nicce London’s music lifestyle within the collection by introducing graphical prints, expressing music and club vision of urban lifestyle with a sporty finish showcased on final collection of bodysuits.
(Appendix28) 40
This limited collaboration focuses on bringing marketing and communication strategies. Final outcome includes special edition lookbook showcasing NL x D campaign followed by a small guide of house music, upcoming events and DJ’s who support NICCE London. Short film production will appear on NICCE London’s website promoting the collaboration and the club meets sport lifestyle. Lastly there will be a contest for followers on NICCE London’s social media platforms so the customers can be a part of the collaboration. Evaluating NL x D swot analysis, the collaborations highest strength is communication and relationship between them and the consumer, both brands focus on delivering best results for their consumer’s satisfaction and reaching out for further potential audience. This overcomes their threats of losing consumers for bad customer service and weak communication. Having the opportunity of gaining an ongoing relationship with consumers who will trust and be loyal to the brand will create a potential for the collaboration to overcome the weakness of consumers not willing to spend certain amount of money on the product and brand they are uncertain of.
NICCE LONDON X DEVOTED COLLABORATION
(Appendix29) NICCE LONDON X DEVOTED 2016
(Appendix30) 42
NICCE LONDON X DEVOTED COLLABORATION SWOT ANALYSIS
STRENGTHS Marketing: Focused marketing campaign with clear goals and strategies. Relationships: Both brands reaching out more to further potential customers. Communicating through the campaigns and social media platforms (contest). High customer reach. Experience: Introducing something that both brands have not done yet creates a new experience for loyal customers to review and have a better conenction with both brands and their vision. Uniqueness: The collaborations stands out as a unique alternative to bringing forward women’s street wear and the thought of expressing brands identity through the apparel.
WEAKNESSES Costs; custmers might not want to spend certain amout of money on the product they are uncertain of. Majority of collections are sold online. Limited amount of stock.
OPPORTUNITIES Customer loyalty: Customers are looking for an ongoing relationship with their trusted brands. Through collaborations, customers can depend on the brand, they support and open up to see what the other brand has to deliver. Growing street wear market: More people are into street wear and this could be a great opportunity to gain more consumers.
T H R E AT S Competitor market; competitors could develop a better marketing campaign. Weather: Poor weather conditions can have an effect on the production process. Bad customer service and bad quality of product could disappoint customers and could lead to loosing custoemrs.
(Appendix31) NICCE LONDON X DEVOTED 2016
MICRO ENVIRONMENT CONSUMER PROFILE
NL x D TARGET CONSUMER The limited collection allocates in urban culture and mainly aims at females who want to spread the awareness of women’s street wear. The industry doesn’t acknowledge that male streetwear is more dominant and women have no choice but to “steal” male apparel to have the street look. There are growing numbers of street wear brands in the market but still, many brands don’t emphasis on women’s street style.
DEMOGRAPHICS • • • • •
Student or fulltime working female Aged between 17-30 Household income over £400 College – university educated Lives in the city or inner city urban environment.
PSYCHOGRAPHICS • • • • • •
BEHAVIOUR • • • • •
• •
(Appendix32) 44
Shops online. Scouts for creative street wear, urban stores. Favourite stores: Route One, Size, 71 Queens, Adidas, Fila. Favourite apparel: Tee dresses, sporty skirts, Bomber jackets. Prefers comfortable sporty street look, sometimes with an elegant piece to make the outfit edgy. Looks for quality, graphics, and fit. Enjoys styling different street, sporty looks, which then reviews on a blog.
Scouts for women’s street wear brands. Willing to spend money on quality. Active, urban and club lifestyle. Feel good about herself. Creates her own style. Reviews clothing brand through a blog.
ACTIVITIES • • • • • •
Enjoys sports activities such as running and boxing. Spends free time visiting art museums, supports graffiti artists and urban photographers. Spends time with friends in clubs with electronic music, interacts in social events and festivals. Reads magazines as Vogue, Vice, Tidal, Wonderland, and ID. Reads trend websites as Hypebae or LSN. Follows brands and bloggers on Instagram, Youtube, and Snapchat for inspiration.
NLENVIRONMENT x D CONSUMER PROFILE MICRO CONSUMER PROFILE
HER STY
LE
MUSIC (Appendix33) NICCE LONDON X DEVOTED 2016
MICRO ENVIRONMENT AIMS AND OBJECTIVES
MISSION The mission is to stay true to directional approach and aim at clean contemporary street-wear. The NL x D vision has direct aims of endorsing women’s street-wear, production of outstanding bodysuit collection followed by outstanding marketing and promotion skills.
VISION The collaboration NL x D vision is to empower women’s street wear with the collusion of both brand identities, win customer’s sincerity and to create great a bond. The clean honest approach to contemporary wearable apparel brings new innovative concept within street-wear market which, is developing and evolving further. The collaboration is pushing forward in new directions for ever maintaining ethos.
46
MICRO ENVIRONMENT AIMS AND OBJECTIVES
GOALS To interact and be supported by electric/house music DJ’s, get involved in local and social events. They aim to continue developing their brand’s style and introducing new concepts as well as collaborations.
STRATEGY Nicce London’s strategy is based around social media and campaigns. Their main focus point is their website which is seen by people globally, their strategy is to make it visually strong and customer friendly. Their strong photography is featured on their website followed by other social media platforms. Nicce uses their social media platforms to create a deeper connection with customers by separating their Instagram accounts between original Nicce London and Nicce women’s.
(Appendix34) NICCE LONDON X DEVOTED 2016
MICRO ENVIRONMENT AIDA
AWARENESS Nicce London x Devoted collaboration focuses on a marketing campaign with appealing visual content in a form of fashion campaign, video and social media contest to present the awareness. The campaign will appear on several of social media platforms relevant to its consumer characteristics to reach a worldwide audience.
INTEREST The collaboration aims at the potential consumers who support the campaigns message. With the accessibility NL x D collaboration uses social platforms to encourage consumers. The content strategy is based on the target audience’s interests and characteristics. Encouraging users to take an active participation in the online community.
A 48
I
MICRO ENVIRONMENT AIDA
DESIRE NL x D focuses on regular communication with consumers, engagement through posts, websites, blogs and social media platforms as well as to inform the consumers about new products, updates, and overall service. The collaboration is thoughtful about their consumer’s future and aims to provide best apparel, modern design, and high quality to shows that they will benefit from the product.
ACTION NL x D Action aims: • • • • •
D
Direct invites such as “ subscribe to our newsletter” , “check out our new collection” Purchase/ Order. Sending message through an online form. Selling online on Nicce London’s and Devoted’s website. Selling also on events.
A (Appendix35) NICCE LONDON X DEVOTED 2016
NICCE LONDON X DEVOTED COMPETITOR
Marion Bartoli x Fila Fila founded in 1911 in Italy, one of the world’s largest sportswear manufacturing companies teamed up with a retired former French professional tennis player Marion Bartoli to debut a limited edition tennis fashion collection spring 2016.
“Love Fila By Marion Bartoli” is featuring seven different court chic styles including dresses, tanks, skirts and blazers incorporating details such as mesh and flounce hem. The overall collection offers vibrant colours and bold graphics with the idea of mix and match.
Marion was a fashion lover from the beginning and knew that her future was in fashion. Within the collection, both fila and Marion bring their shared passion for sport and fashion to live. The collection brings up vibrant colours, with high fashion sporty look that bestows you with positive energy and vibes.
The collection highlights Filas rich heritage and brings a touch of a high-end fashion of Wimbledon courts.
“I want every woman who wears LOVE FILA to feel strong and beautiful and unique.” Marion Bartoli
MARION BARTOLI X FILA main asset is the collaboration with the sports athlete. This builds Fila’s heritage and discovers a new way to show the brand from different perspective to a wider audience. This strength should increase consumer’s opinion and attract their attention, especially those who have always been with the brand or the athlete. The collaboration maintains a sporty character of Fila’s roots and creates an emotional story between the company and the athlete. With the opportunity to create a further line with more modern sporty looks, the collaboration can overcome their threats of not getting the attention of a younger audience, as today millennials are all about sporty, street-style modern look. (Appendix36) 50
NICCE LONDON X DEVOTED COMPETITOR
(Appendix37) NICCE LONDON X DEVOTED 2016
NICCE LONDON X DEVOTED COMPETITOR
MARION BARTOLI X FILA SWOT ANALYSIS
STRENGTHS A modern collection that refreshes the style where fashion meets sport. Empowers women to feel confident and stylish even when doing sports. Suitable for athletes and the fashion conscious alike Establishes strong campaign Collaboration with a sports athlete builds brands heritage. Introduction to the development of a sports style to attract female gender segment. Sale growth potential.
WEAKNESSES Aimed at the specific market segment. Not available at an online store, hard to find the products. Logo and the name not very catchy. Not very popular and known to the younger audience. Too mainstream.
(Appendix38) 52
NICCE LONDON X DEVOTED COMPETITOR
OPPORTUNITIES Collaborations with artists. Wider range of print ideas. (More modern) Change of a logo design to more Contemporary. Sell products to wider range of stockist worldwide. Open up an independent store. Improved advertising. Global markets growth. Outsourcing production.
T H R E AT S Rising exising competitors. European crisis. Easy to copy. Vicious competition for the same product causing loss. Losing customers trust. Rising costs of raw markets. Change of style of current consumers
(Appendix39) NICCE LONDON X DEVOTED 2016
MICRO ENVIRONMENT BRAND POSITIONING
NL X D AND FILA BRAND POSITIONING
NL x D BRAND POSITIONING The positioning map above compares trend and price, looking at street-wear, sports and digital print market competitors. The graphs show that NL x D offers a high-quality design at a relatively high competitive price. For women who endorse and are not afraid to empower women’s streetwear, who know that there is space for them in the street-wear market, the NL x D collaboration is bringing the awareness forward and produces a limited collection of bodysuits, which underline women’s figure in a contemporary way. Just like Fila collaborating with Marion Bartoli, endorsing women’s silhouettes in a sporty, street and modern way creates an original yet precise outcome.
(Appendix40) 54
MICRO ENVIRONMENT BRAND POSITIONING
(Appendix40a) NICCE LONDON X DEVOTED 2016
INTEGRATED PROMOTIONAL STRATEGY
INTEGRATED PROMOTIONAL STRATEGY
LIMITED COLLABORATION
Intergrated promotional strategy is a combination of elements that create a whole organization to function cooperatively. In marketing, the IPS stands for an act of promotion in the marketplace, the process of sending the message to the consumer and delivering the value of brands ethos through promotion such as advertising, trade shows, social media or campaigns. The most important part is to use elements that promote, boost up the sales and create awareness.
Collaborations have been in the blood of street wear since the beginning as graffiti artists did guest designs for brands and designers like Shawn Stussy. The aim of the NL x D collaboration is to bring out a niche from two street wear brands that differentiate by their identities and visual aspects. The collaboration is looking at a gap in the street wear market and aims at women who want empower women’s street-wear.
AWARNESS • Creative packaging. • Freebies. • Pop up stores. • Advertisement. • Social media contests. • Story telling. • Controversy
RELEVANT DIFFERENTIATION • Consumer-relevant. • Size guide, made to fit. • Sustainability. • Fabric combination. • Innovative. • Creative designs/ slogans
This is a chance to improve brands reputation and establish unique perspectives throughout the collection to emphasize the awareness. The collaboration will focus on marketing strengths to use as a strategy, this will show a way of conveying consumers closer to the brand, and creating a cultural relationship between the campaign and the consumer.
EMOTIONAL CONNECTION • Advertising. • Social media platforms. • Events/sponsorships. • Giveaways. • Newsletter. • Customer feedback. • Blog/website
BRAND EQUITY VALUE
• Good price value. • Great quality t-shirts. • Customer care. • Honest and loyal. • Sustainable. • Creativity. • Success
(Appendix40b) 56
ACCESSIBILITY
• Available where customers shop. • Online. • Shopping center. • Stockists. • International.
INTEGRATED PROMOTIONAL STRATEGY
COMMUNICATION THEORY
MESSAGE
• NL x D COLLAB AWARENESS • WOMEN’S STREET-WEAR
SENDER
• LIMITED EDITION
• NC x D CAMPAIGN • NICCE London • Devoted
CONTENT • • • • • •
FEEDBACK
LOOK BOOK FILM CAMPAIGN PRICES STICKERS DISCOUNTS
• VOUCHERS
RECEIVER
• BOTH BRANDS CONSUMERS • AUDIENCE TARGETED ON THEIR INTERESTS AND CHARACTERISTICS.
MESSAGE • • • •
WEBSITE SOCIAL MEDIA PLATFORMS CAMPAIGN LAUNCH PARTY
• SOCIAL MEDIA CONTEST
(Appendix41) NICCE LONDON X DEVOTED 2016
LOOK BOOK Visual content engages consumer as sometimes words are not enough. A lookbook campaign gives consumers ideas and inspirations on how to style the collection.
CONTEST Followed by social media mock-ups of final collection shoot and a contest for consumers with a chance of winning a prize. The contest will provide three winners, the first winner has a chance of winning Bose Speakers, bodysuit of their choice and stickers, the second winner bodysuit and stickers and the third winner a 15% discount.
58
NC
x
EGY T A R D ST
CAMPAIGN Exploring the street wear market gap, the new collection presents an assortment of female based apparel that blurs the lines between sport and club. Influenced by a minimal aesthetic that incorporates sports and daywear looks, the collection offers a modern take on sport meets club theme.
LAUNCH
#
The collaboration is based on urban streetstyle therefore the collection will be launched at village underground, London-based house music club, where street-wear trends and house music are dominant. Making It easy for consumers to share their experience there will be free Wi-Fi for easy access to social media with specific event hashtag #NLxD launch.
FILM On the side to the lookbook a short film production will take place with a thematic concept based on the outcome of thelook book. Stunning photography and video content can engage the consumer and tell a story or a lifestyle.
(Appendix42) NICCE LONDON X DEVOTED 2016
STRATEGY NL x D target market sets to be young confident women who aren’t afraid to show their figure and street-wear style in equal portions, whether in the club or active outdoors. Limiting the campaign to be an online aspect, the collaboration has to reach its potential consumers and communicate with them through potential platforms in order to create a lasting bond. The collaboration will be active on few social media platforms to inform the consumers. The campaign will use the strategy of fashion advertising to inform, persuade and encourage the audience to raise the awareness of women street-wear which, will have an impact on the brand profit. Not every brand needs to be on every channel, it’s about knowing your brand and knowing your audience, and conquering a few things well. 60
PUBLIC RELATIONS and direct marketing: A role which looks after the reputation of the brand aims to earn understanding, support and observe behaviour. PR maintains a mutual understanding between the brand and the public. Public Relation could have an impact on spreading the word of NL x D campaign towards different media such as websites, magazines, blogs and direct emails. For example sending selected product from the collection to a well-known fashion blogger who often receive gifts from companies to review and recommend them to their fans. This could be a potential towards gaining more consumers and possibly gain popularity amongst non-target market groups which may offer potential benefits to the market.
CULTURAL AND LIFESTYLE MARKETING The collaboration focuses on connecting with an audience that is authentically into women’s street-wear and electronic music. Aiming to introduce Nicce music roots and engaging consumers into the brands lifestyle. With this advantage the final NL x D look book is featuring small music guide with DJ’s who support Nicce London, followed by female DJ’s and upcoming electronic music events. To give consumers a taste and feel of the collaboration, a collection launch will take place with a presence of DJ Hannah Wants who will represent the launch, with access for everyone. This gives the brand a chance to capture the emotions and personal convictions of the consumers. Brands if over exposed can lose their track. Today’s consumers are highly sophisticated. In order to survive the consumer must be permanently engaged in the brand narrative. Brands like Levis and Nike have established a brand culture through storytelling. NL x D sends a clear message through a campaign to inform consumers of brands values and gap in the market. (Appendix43,44) NICCE LONDON X DEVOTED 2016
INTEGRATED PROMOTIONAL STRATEGY
SOCIAL MEDIA Social media plays a big role for street-wear brands. Brands tend to build an effective and long-term social media strategies that have placed them in the field of a lifestyle brand.
“Millennials spend 5.4 hours a day interacting with user-generated content and account for $1.3 trillion in spending” - Rachel Mines
Today brands are using a majority of social media outlets to promote their appearance and lifestyle. Instagram, Facebook or Twitter gives possibility towards spreading the awareness of NL x D campaign, these social media platforms connect with various audiences that provide a better opportunity to broaden the reach of potential audience and gives an advantage of fewr expenses communicating to the masses.
The consumer becomes part of the promotional strategy process, sharing information online, sharing it with friends and followers. The online word-of-mouth can have a great power when it comes to brand awareness.
“
Industry studies suggest that brand presence on social networks is not only a part of social media marketing but enables brands and companies to positively shape online discussion regarding their product and reputation.
62
CAMPAIGN GOALS
SOCIAL GOALS
• • • • • •
• • • • •
Strong awarness. Customer involvment. Word of mouth. Strong concept. Developing campaign. Effective visuals.
“
-statista.com social media report.
High number of shares and followers. Up to date with events, festivals, clubs. Interacting with customers. Guerrilla marketing. Keep the local community updated on happenings, discounts, events, etc.
INTEGRATED PROMOTIONAL STRATEGY
RESOURCES NL x D uses their final collection lookbook as a promotional tool towards social media, followed by short film and a contest.
AUDIENCE Females who spend free time searching online for new brands and keeping up to date with the market. Tracking the audience will provide the brand with a good guide of where to be active and what the audience wants.
C O M M U N I C AT I O N NL x D collaboration communicates their vision through exploring demographics of the consumer to develop strategy and know where consumers are most active. Interacting with bloggers and getting involved in electronic music events could fullfil brands potential status and reputation.
SOCIAL MEDIA
Consumers sharing campaign information through their own profile as well as the brand sharing updates of new products, events, promotions and offers on platforms as Facebook, Instagram, Twitter or Snapchat.
(Appendix45) NICCE LONDON X DEVOTED 2016
INTEGRATED PROMOTIONAL STRATEGY
FUTFRE PROPOSED INITIATIVES The NL x D collaboration has a potential of continuation to develop the collection line that addresses women’s street wear. The collection will stay within its aesthetics and expand the smoke and ink digital prints of sports meets club scene. The collection would extend its apparel to sports bras, crop tops, sweatshirts, tee dresses and continuation of bodysuits. The emphasis on this collaboration will reinforce the position of how much women’s street-wear is valued. With these strategies, we can broaden Nicce’s London vision on women’s apparel and show how much they value music and street wear.
(Appendix46) 64
INTEGRATED PROMOTIONAL STRATEGY
TA R G E T C O N S U M E R Consumer target stays the same, Aiming at young confident, strong women who aren’t afraid to show their figure and street wear style in equal portions, whether in the club or active outdoors.
CO N S U M E R B E H AV I O U R For consumers, this means changing behaviour to mitigate impacts of clothes buying, maintenance, and disposal. For business, this means: Informing and helping consumers in areas where they can make a difference, labour, trade and animal welfare practices and traceability across the clothing supply chain, Working with government and other stakeholders to identify and implement best practices
C U S T O M I S AT I O N Customization of the garment is an ideal future initiative for consumers to interact and mix the collection. Consumers will be able to choose a collection piece and digital print to create their own customized outfit.
TECHNOLOGY The opportunity of being able to use 21st-century technology will reflect on the targeted market. Use of better technologies towards digital printing and fabrication will improve the quality of apparel and enable a greater volume of consumers to estimate.
(Appendix47) NICCE LONDON X DEVOTED 2016
APPENDICES
GOOGLE IMAGES, TUMBLR IMAGES, PINTEREST IMAGES, ONLINE IMAGES Appendix A, 2, 6, 10A, 12, 14A, 16a,b,c, 17a, 22, 24, 26, 26a, 33, 37, 38, 42 STREET-WEAR Industry Appendix 1 :
Vogel, S. (2007) Streetwear - the insider’s guide. London: Thames & Hudson. Page 96, Posner, H. (2015) Marketing fashion : strategy, branding and promotion. Second edition. London: Laurence King Publishing.
TIMELINE OF THE FOUNDING OF YOUR FAVOURITE BRANDS Appendix 3 :
A TIMELINE OF THE FOUNDING OF YOUR FAVOURITE BRANDS - that good (2014) Available at: http://www. thatgooddubai.com/a-timeline-of-the-founding-of-your-favourite-brands/ (Accessed: 27 April 2016).
HOUSE MUSIC & BRANDS CONNECTING WITH MUSIC Appendix 4, 5 :
Sims, J. (2014) 100 Ideas that changed street style. London: Laurence King. (100 Ideas That Changed). Page 160, 189
66
APPENDICES
PESTEL ANALYSIS Appendix 7 : Easey, M. (2009) Fashion marketing. 3rd edn. Chichester: Wiley-Blackwell. Page 35, 36,
NICCE LONDON Appendix 10b; Alina Wheeler (2009). Design brand identity. Canada: John Wiley & Sons. Market segment and Market research ideals Page 104. Inspirations taken from Pinterest, Tumblr, Google. Academy, P. (no date) Marketing theories - the 7P’s of the marketing mix. Available at: http://www. professionalacademy.com/blogs-and-advice/marketing-theories---the-marketing-mix---from-4-p-s-to-7-p-s (Accessed: 28 April 2016). FREE WORLDWIDE SHIPING (2014) Available at: http://www.nicceclothing.com/ (Accessed: 28 April 2016).
SWOT ANALYSIS Appendix 10, 15, 21, 25, 31, 39 : Page 25, 57, 59(Appendix 6,14,16) SWOT analysis. reference: NESTA; 3rd Revised edition edition (1 Nov. 2011) Page 02.22 and Toby Meadows (2012). How to set up and run a fashion label. London: Laurence King Publishing Ltd. Page 108. Posner, H. (2015) Marketing fashion : strategy, branding and promotion. Second edition. London: Laurence King Publishing. Page 49
NICCE LONDON X DEVOTED 2016
APPENDICES
JADED LONDON ANALYSIS Appendix 9, 10b,c, 23, 24 :
Interview with CRISTINA’ Design assistant at NICCE LONDON WHILE WORKING FOR NICCE, WHAT AREA DO YOU SPECIALISE IN? Usually I focus on women’s wear with my personal projects, but since starting at NICCE I've been assigned to work more on the menswear lines. I’m growing to enjoy designing men’s, especially because I get more of an understanding of men’s garments.
WHAT ARE YOUR DAY-TO-DAY ACTIVITIES? It varies every day. When I started I was mostly working on AW16 samples, quality checking garments to make sure it everything was correct for production. Now I've been working with the other designers on SS17, mostly designing the accessories ranges.
WHAT MADE YOU WANT TO WORK FOR NICCE LONDON? I was randomly having a look at street wear brands online. Found NICCE and read how they established themselves in 3 years, which sounded so impressive. I was intrigued to find out how they worked so I just sent them an email and the following week I met up with them and got a job.
68
APPENDICES
HOW LONG HAVE YOU BEEN WORKING FOR THEM? At the end of February marks my 3rd month, but it feels like I've been there ages.
WHAT IS YOUR FAVOURITE THING TO DO AT WORK? Researching! Compiling mood boards and coming up with new ideas based on random imagery.
WHO WOULD YOU SAY IS NICCE’S MAIN COMPETITORS? Main ones being Ellesse and Fila. Also Adidas, Puma, Biffo, Champion.
CAN YOU TELL ME WHERE NICCE STOCKS? ASOS, Footasylum, Topman, Amazon, Tkmaxx and others.
NICCE LONDON X DEVOTED 2016
APPENDICES MARKETING MIX Appendix 11 : BRAND POSITIONING Appendix 17, 27, 40 :
ELLESSE ANALYSIS Appendix 14 :
Ellesse (2013) Available at: http://www.ellesse.com/ (Accessed: 27 April 2016). OWN PHOTOGRAPHY Appendix; 20, 28, 29, 30, 40a, 43, 44, 46. CONSUMER ANALYSIS Appendix 32, 41, 47 : Easey, M. (2009) Fashion marketing. 3rd edn. Chichester: Wiley-Blackwell. Easey, M. (ed.) (2002) Fashion marketing. 2nd edn. Oxford: Blackwell Science. Pages; 40, 58, 64, 65
AIMS AND OBJECTIVES Appendix 34 :
Oster, K.V. (no date) Marketing aims and objectives. Available at: http://yourbusiness.azcentral.com/marketing-aimsobjectives-3135.html (Accessed: 27 April 2016). BRAND EQUITY Appendix 40b; Page 7 (appendix 1) Brand Identity Prism, referencing: Alina Wheeler (2009). Designing Brand Identity. Canada: John Wiley & Sons. 10-119. Brand Positioning Page 14. Anna Pegg (2016) Brand Equity. Available at: https://mycourse.aub.ac.uk/bafsc6/wp-content/uploads/sites/46/2016/02/ Building-Brand-Equity-1516.pdf (Accessed: 28 April 2016).
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APPENDICES AIDA ANALYSIS Appendix 35: Dazkinz (2016) Twisted banners AIDA PowerPoint diagram. Available at: http://www.presentationgo.com/presentation/ twisted-banners-aida-powerpoint-diagram/ (Accessed: 27 April 2016). Easey, M. (2009) Fashion marketing. 3rd edn. Chichester: Wiley-Blackwell. Page; 220
FILA ANALYSIS Appendix 36 : Bartoli, M. (2016) LOVE FILA. Available at: http://preview.thenewsmarket.com/Previews/FILA/DocumentAssets/422150.pdf (Accessed: 27 April 2016). INTERGRSTED PROMOTIONAL STRATEGY Appendix 44 : Moore, G. (2012) Basics fashion management 02: Fashion promotion: Building a brand through marketing and communication. Lausanne: AVA Publishing SA. Page; 108 Easey, M. (2009) Fashion marketing. 3rd edn. Chichester: Wiley-Blackwell. Page; 13
SOCIAL MEDIA Appendix 45 : Moore, G. (2012) Basics fashion management 02: Fashion promotion: Building a brand through marketing and communication. Lausanne: AVA Publishing SA. Page; 25,132, 136,
NICCE LONDON X DEVOTED 2016
BIBLIOGRAPHY
WEBSITES: SparkPay, S. (2014) The top 10 most popular types of sales promotions. Available at: https://www.sparkpay.com/thetop-10-most-popular-types-of-sales-promotions (Accessed: 27 April 2016). d, C. (2016) Personalised photo gifts & custom product ideas from bags of love. Available at: https://www.bagsoflove. co.uk (Accessed: 27 April 2016). A TIMELINE OF THE FOUNDING OF YOUR FAVOURITE BRANDS - that good (2014) Available at: http://www. thatgooddubai.com/a-timeline-of-the-founding-of-your-favourite-brands/ (Accessed: 27 April 2016). Statistics about ’streetwear’ | Statista search (2014) Available at: https://www.statista.com/search/?q=streetwear (Accessed: 27 April 2016). WGSN | Creating Tomorrow. 2016. | WGSN | Creating Tomorrow. [ONLINE] Available at: http://www.wgsn.com/ home/. Fashion Trend Forecasting Service – Trendzoom. 2016. Fashion Trend Forecasting Service – TRENDZOOM. [ONLINE] Avaliable at: http://trendzoom.com/. LS:N Global. 2016. LS:N Global. [ONLINE] Available at: https://www.lsnglobal.com/.
ONLINE MAGAZINES: Online, L. (2014) Nicce AW14 for him & her. Available at: http://lovethatmag.com/2014/12/02/nicce-aw14-for-him-her. html (Accessed: 27 April 2016). Made and Magazine, S. (2014) Interview with Mitchel Galvin-Farnol founder of Nicce - made in Shoreditch magazine. Available at: http://madeinshoreditch.co.uk/2014/05/13/interview-with-mitchel-galvin-farnol-founder-of-nicce/ (Accessed: 27 April 201 Carver, T. (2016) ‘INTERVIEW: NICCE LONDON’, Blog, 29 January. Available at: http://noctismag. com/2016/01/29/24844/ (Accessed: 27 April 2016). Ltd, X.M. (2014) Mitchel Galvin - introducing Mr ‘Nicce’ - XWHY. Available at: http://xwhymagazine.com/mitchelgalvin-introducing-mr-nicce/#.VsHN7pOLSMI (Accessed: 27 April 2016). Hickey, B. (2014) NICCE LONDON LAUNCH PARTY AT BOXPARK, WITH SKREAM. Available at: http://www. decodedmagazine.com/nicce-london-launch-party-boxpark-skream/ (Accessed: 27 April 2016).
BLOGS: Shangry and profile, V. my complete (2013) Followers. Available at: http://talkcasuals.blogspot.co.uk/2015_10_01_ archive.html (Accessed: 27 April 2016) Pie, M. (2016) UK beauty, travel & personal style Blog: NICCE ONE ! Available at: http://www.menapie.com/2016/02/ nicce-one.html?m=1 (Accessed: 27 April 2016). DAZE, L. (2015) SUMMERTIME SADNESS. Available at: http://www.lastdaze.co/summertimesad (Accessed: 27 April 2016). kobidthapa (2014) Marketing audit. Available at: https://uwemarketingaudit.wordpress.com/ (Accessed: 27 April 2016). Hubbert, L. (2015) My Fashion life: Jade Goulden. Available at: http://www.drapersonline.com/people/my-fashion-life/ my-fashion-life-jade-goulden-on-starting-a-family-business/5076650.article (Accessed: 27 April 2016). 72
BIBLIOGRAPHY
LOOKBOOKS: Wheeler, M. (2012) Behance Available at: https://www.behance.net/gallery/5223165/ellesse-heritage-AW12Lookbook (Accessed: 27 April 2016). Bartoli, M. (2016) LOVE FILA. Available at: http://preview.thenewsmarket.com/Previews/FILA/ DocumentAssets/422150.pdf (Accessed: 27 April 2016).
BOOKS: Sims, J. (2014) 100 Ideas that changed street style. London: Laurence King. (100 Ideas That Changed..). Easey, M. (2009) Fashion marketing. 3rd edn. Chichester: Wiley-Blackwell. Vogel, S. (2007) Streetwear - the insider’s guide. London: Thames & Hudson. Easey, M. (ed.) (2002) Fashion marketing. 2nd edn. Oxford: Blackwell Science. Posner, H. (2015) Marketing fashion : strategy, branding and promotion. Second edition. London: Laurence King Publishing. Posner, H. (2011) Marketing fashion. London: Laurence King. Meadows, T. (2012) How to set up & run a fashion label. Rev. edn. London: Laurence King.
PRSENTATIONS: Anna Pegg (2016) Brand Equity. Available at: https://mycourse.aub.ac.uk/bafsc6/wp-content/uploads/ sites/46/2016/02/Building-Brand-Equity-1516.pdf (Accessed: 28 April 2016). Anna Pegg (2015) Consumer Intelligence. Available at: https://mycourse.aub.ac.uk/bafsc6/wp-content/uploads/ sites/46/2015/10/CONSUMER-INTELLIGENCE.pdf (Accessed: 28 April 2016). Anna Pegg (2015) Whats is fashion communication. Available at: https://mycourse.aub.ac.uk/bafsc6/wp-content/ uploads/sites/46/2015/10/WEEK-12-WHAT-IS-FASHION-COMMUNICATION.pdf (Accessed: 28 April 2016). Anna Pegg (2015) Fashion Advertising. Available at: https://mycourse.aub.ac.uk/bafsc6/wp-content/uploads/ sites/46/2015/10/AUB-Advertising-1516.pdf (Accessed: 28 April 2016).
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