PREDICTIONS
R E TA I L & S T R E E T S T Y L E
Considering the 7 P’s; product, price, place, people, process and physical evidence. Look into how Whistles have adapted the trends for this seasons boots for their consumer / brand identity. Suggest how we could improve the marketing mix.
BRAND ANALYSIS
H ow d id t h e b r a n d in t e r p r e t a n d c o m m u n ic a t e t h e predicted trends ?
P R O D U C T, P R I C E & P L AC E
PEOPLE & PROC ESS
P H YS I C A L EVIDENCE
Sales advisor when requesting size and during payment process Online – add to bag, delivery or click and collect
I N S TO R E P R O M OT I O N Decide on display depending on store size Stores graded Depends on pricing and how fashion forward the product is Bestsellers and latest products in windows
O N L I N E P R O M OT I O N
O N L I N E P R O M OT I O N
O N L I N E P R O M OT I O N
newsletter
H ow d i d th e b ran d ad op t tre n d s f or th e i r targe t con s u m e rs & e n s u re th e tre n d s re m ai n e d tru e to i ts b ran d i d e n ti ty?
TA R G E T C O N S U M E R 20’s - 50’s Wide demographic so have to cater for the variety of people. Middle market women, but have now expanded to menswear since last autumn. Women who are ‘creative and intelligent’. Sofia Coppola is described as the whistles woman by Jane Shepherdson.
‘ T H E T H I N K I N G WO M E N ’ S FA S H I O N B R A N D ’
‘ I j us t threw i t to g ether a nd i t wo r ked’ ‘ w e re n ’ t j u s t o n e s e a s o n t re n d - d ri v e n i t e m s . They s tand up on their own a nd ha ve timeles s q u a l i t y. ’
Not necessarily following key trends Reference key styles Easy, laid back and luxurious Choose which styles exactly fit with the brand
H OW S U C C ES S F U L WA S I T ?
All the boots are always sold out Especially the Chelsea boots One pair remaining of the patent style Products kept to a simple and wearable style Footwear range only 3 years old
H ow cou l d we i m p rove th e m arke ti n g m i x ?
Conclusion and last page
janalou cruz
lucy boseley
zoe pullinger