Product Report by Jennifer Leigh Shipley

FASHION MARKETING

847079002

Report

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DESN 1355: FASHION MARKETING WORD COUNT: 3000

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ABSTRACT INTRODUCTION LITERATURE REVIEW METHODOLOGY

06 T K MAXX MARKETING MIX 07 KURT GEIGERS MARKETING MIX FRATELLI ROSSETTI MARKETING MIX DISCUSSION CONCLUSION RECOMMENDATIONS

14 19 19 20

APPENDICES FIGURES BIBLIOGRAPHY REFERENCES IMAGE REFERNCES

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Exclusive interview with

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The report will interpret and investigate the use of the marketing mix, by three brands at each market level: low, middle and high. Market strategies vary depending on their market position, concerning the product, price, promotion or place. The report examines three similar garments from each brand which depict these differences. Through primary and secondary research, I will evaluate these distinctions and how each brand engages with various elements of the marketing mix.

INTRODUCTION

The report has been carried out to analyse and evaluate the marketing strategies and product positioning elected by my chosen brands. The objective of the report is to portray the diversity in the function of the marketing mix, utilised by each brand. I aim to demonstrate each brands pricing strategies about the product and market level. Through conducting primary and secondary research, I can depict faults in their marketing strategies and suggest possible modifications that could enhance the brand's marketing success. The report will seek to explore and analyse the difference in the application of the market strategy between T. K. Maxx, Kurt Geiger and Fratelli Rossetti.

The origins of marketing date back to developments during the industrial revolution in the 18th and 19th century. During this period, the production of commodities was separated from their consumption. Thus, the concepts of marketing began from the need to create more efficient and cosmopolitan methods of controlling the distribution of products (Bush & Hunt, 1982). Neil Borden developed the marketing mix in 1949. He suggested, “When building a marketing program to fit the needs of his firm, the marketing manager has to weigh the behavioural forces and then juggle marketing elements in his mix with a keen eye on the resources with which he has to work” (Borden, 1964, p.365). Borden’s theory followed the work’s of E. Jerome McCarthy, who established the four P’s of marketing: product, price, promotion and place. McCarthy believed that these four variables were essential. Each component has been interpreted underneath:

LITERATURE REVIEW Product: A product can be determined as

anything that can be offered in the marketplace for acquisition, that may satisfy a need or desire. Products are either tangible, the psychical object that can be felt, or intangible, an idea, service or psychical element (Easey, 2002, p.193).

Price: Is the exchange between the buyer and seller for products and services. Supply and demand for goods and services are equal (Easey, 2002, p.193).

Promotion: Promotion is a technique of marketing communication and persuasion by a company (Jackson and Shaw, 2009, p.343). Place: The distribution of the products from a

company that are available for purchase. Retailing, wholesaling, licensing and franchising are all the distribution channel’s that are usually involved in distribution (Jackson and Shaw, 2009, p.333). The marketing mix is a way to represent what a company is offering the customer, through profitable and coherent decisions made about their products, promotions, price and place (Easey, 2002, p.192). Through examining these imperative market theories and conducting suitable research, I have been useful in producing my report and displaying my data.

Y G O L O D O H T E M

In the direction of producing my report, I had to perform extensive research, collecting qualitative data based on options and views. Additionally, I gathered quantitative research based on statistics and relevant facts. I began my secondary research with a literature view; then I analysed credible journals, books, academic articles and resourceful websites. All these sources gave me substantial data on my chosen brands. Furthermore, the primary research involved me conducting instore research for each of my preferred brands, alongside choosing three similar style garments which were the foundation of my research (see Appendix 1). I used a variety of academic resources so that I could achieve a greater understanding of the brands and their products; along with how they applied the marketing mix. 06

T K MAXX

Product details: Good year welted Premium Calf Leather Rubber and leather sole -Made in Spain Peter and PorterDust bagEuropean size-

TCUDORP

SEULAV TEKRAM WOL

T. K. Maxx prides themselves on outstanding value for designer brands. There an off-price retailer, delivering products up to less than 60% less than the RRP (TK Maxx, 2016). These values can be seen in figure 1, Peter and Porter Black leather monk shoes. The black monk shoes are crafted from high-quality leather and have a smooth finish. The shoe has a classic double monk strap with two silver buckles. It has a contemporary edge and an ageless style. The choice of high-quality leather is reflected by the price £79.99 and is on the most expensive side of the value market. Peter and Porter’s shoes are crafted to a good standard which is evident from the manufacturing and design. They have been made with premium calf leather and have been good year welted. T. K. Maxx’s unique selling point is that they always seek great quality brands at the very best price. “They negotiate the lowest possible prices, and pass the savings on” (TK Maxx, 2016).

Fig.1.

PRICE

Off-Price Retailer, T. K. Maxx have always sold plenty of high-quality products at affordable prices, which is evident in their economy pricing strategies. Their pricing model is to sell quality branded products with savings up to 60 percent on high street prices (The Independent, 2009). T. K. Maxx focuses on cash flow and set prices to ensure revenue from sales so that marketing buying costs can be covered. To make any profit, the price paid by the customer has to exceed the fixed and variable costs of a product. T K Maxx focuses on cash flow and set prices to ensure revenue from their sales so that they can cover marketing and buying costs. Every store has daily and weekly sales targets to meet because the correct level of income needs to be reached. Price is T.k. Maxx’s main advantage and is essential when making buying decisions and cost cuts, especially when low prices increase the total revenue. An important factor that inspires pricing strategies is the customers expectations; this is because the client usually always considers the overall value before the price (O’Grady, 2015). Additionally, T.K. Maxx uses psychological pricing on all their full priced commodities. This is “the careful manipulation of the reference prices that consumers carry in their heads” (Jobber and Fahy, 2009). Thus, most products end in “.99”, the psychological difference between £9.99 and £10.00 appears much bigger that the actual difference (O’Grady, 2015). Customers find it simple to purchase products that are priced psychologically, which makes this another advantage of T.K. Maxx’s pricing strategy (O’Grady, 2015).

T. K. Maxx are well known for their large scale advertising campaigns, especially television advertising, which reflects their low value market positioning. T. K. Maxx invests heavily in television advertisements to compete with other low value retailers. Their television campaigns are always successful because they analyse their target audience through differentiated marketing and cleverly use strap-lines such as, ‘Do your thing’ which engages a large diverse audience who use fashion to demonstrate their uniqueness. Another recent campaign was ‘Love your style, respect your money’ alongside an ‘always up to 60%’ promise (O’Grady, 2015). The idea behind the advert was to influence people to enjoy current fashion trends at a positive price; focusing on the latest trends in order to change the perceptive that T. K. Maxx is a cheap retailer (Marketing Week, 2015).

NOITOMORP

Public relations was established by Eddie Bernays, he suggested PR “attempts to establish and maintain good will between a company and its publics” (Harris, 2013). Public relations enhances a companies reputation and provides a strong network system between business to business; increasing contacts in public and commercial areas. T. K. Maxx’s PR system forms a real connection with their target market, presenting a need for their products and services. For example, T. K. Maxx employees have engaged in various charity events in their local area and have sponsored Mark Dickens, who survived Manx 2 airplane crash, to cycle the same route the airplane took from Belfast to Cork. They helped raise funds for Children’s Leukaemia Association (O’Grady, 2015). Their PR work depicts that their customer orientated which links back to their core market values. T. K. Maxx utilises social media marketing for promotions and customer engagement. They use these social media platforms to promote their products, below are their current figures: Facebook 685,558 followers, Twitter 34,500 followers, Instagram 26,000 followers, Google+ 1,942 followers, Youtube 2439 subscribers.

Fig.2.

PLACE

T. K. Maxx have an efficient distribution strategy where products are delivery daily, across their 407 stores (Companies, 2016). Their distribution system works differently to majority of retailers which is one of the their greatest advantages. Firstly, commodities are purchased by T. K. Maxx’s buyers, through an opportunistic buying system (O’Grady, 2015). They buy excess, discounted and left over branded stock from suppliers, retailers and wholesalers. Their logistics, warehousing and distribution are efficient systems, which are then passed onto four processing centres which are then distributed through short supply chains. The merchandise is then stored in their centres and is processed ready for the shop floor. T. K. Maxx operates their own delivery service which delivers goods daily, all across Europe. Their intensive distribution service works on the principle that, “more is better” which in turn increases their overall market share. Fig.3.

LEVEL TEKRAM ELDDIM

KURT GEIGER PRODUCT

Kurt Geiger created the Cozier, a black leather double monk strap shoe; which has an intricately detailed stitched toecap, complimented by silver buckle above the strap. The quality of the materials is reflected in the price, £89.99. The sole is made with synthetic materials which depict that Kurt Geiger’s target the midmarket because high-end luxury footwear would have a 100% leather and welted sole. 11

Kurt Geiger, a conscious design brand who pride themselves on their unique market positioning which incorporates aspiration with accessibility. Kurt Geiger’s first store opened in 1963 in Bond Street, London and have combined Italian craftsmanship to produce their signature footwear (Kurt Geiger Ltd et al., 2016). Their brand’s strategy is to provide fashionable footwear and accessories that target the mid-level high street market. Product Details:

Medium quality leather Leather upper Synthetic Lining Synthetic Sole No heel height European sizing -

Fig.4.

Kurt Geiger s pricing strategy is based on psychological pricing which is the psychology of prices and not simply the economics Armstrong and Kotler, 2011 . This plan impacts the customers buying behaviours due to the psychological difference was seen in the price ending in .99 , viewing the product as a bargain. Recently, Kurt Geiger joined with a company called shoeaholics, a discount footwear website which sells previous season stock, alongside slow moving lines at reduced prices. Consequently, making the brand more accessible to a wider audience through a new line of distribution. Kurt Geiger has remained stable in rough economic climate, with sales increasing by 10.2 to 183m in the 11 months to December 2011, see Appendix 2 . That followed a 22.4 climb in the year to January 2011 Goldfingle, 2012 . Their products and services are available to the masses, in spite of their higher price range for individual designs, most of their commodities remain affordable. ’

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Kurt Geiger uses celebrity endorsement to promote their products, using Jennifer Lawrence to enhance their brand's customer appeal. Kurt Geiger collaborates with London College of fashion to aid up and coming footwear designers, offering financial support and expertise tutoring. They promote themselves through magazine advertisements, billboards, direct marketing, video campaigns and social media platforms. Their current social media figures stand at 634,000 followers on Facebook, 34,600 followers on Twitter and 161,000 followers on Instagram. Through their active social media, they have gained a wide following, where they can promote their products and brand awareness. 13

PLACE

Kurt Geiger has been taken over by a new owner, the Jones Group, which is a US retailer and wholesaler, who have helped the brand expand their presence. Kurt Geiger has 56 stores in the UK, 147 concessions in department stores such as Debenhams, Harrods and Selfridges. There are plans to develop in the Far East and open stores in Shanghai, Macau, Beijing and Hong Kong. In addition to these schemes, Kurt Geiger has recently partnered with Nine West and Easy Spirit to increase their customer base in the UK and Ireland (Group, 2009).

FRATELLI ROSSETTI LEVEL TEKRAM YRUXUL

Fratelli Rossetti was established in 1953, by owner Renzo Rossetti, who later handed his business down to his three sons. Italian culture is incorporated into the design of the shoe which is visible in the way they handcraft each shoe and refine it with impeccable leather production techniques (Rossetti, 2016). Their footwear can be tailor-made to suit the individual needs of the customer. Fratelli Rossetti specialises in men's and women footwear both in-store and on their E-Boutique.

Fig.5.

Fratelli Rossetti is a world known footwear brand, who are a symbol of Italian craftsmanship. Their products are pristine and luxurious and pride themselves on crafting the finest footwear; that reflect real works of art. Throughout my report, I have compared very similar products on different market levels by three distinct brands. Fratelli Rossetti’s Derby with a double buckle, created by soft vegetable tanned calfskin is the pinnacle of footwear (Outsourcing, 2016). Exclusive Italian shoemaking techniques are depicted in the leather, giving it a glossy antique effect (Outsourcing, 2016). The price of the Derby is £370.00 which mirrors the sheer quality and construction of the shoe. The Derby is also available in three other colours, blue, tan and purple, alongside a wide range of sizes. Men's footwear ranges from sizes 5-12 and women’s sizes 2- 8 plus. All Fratelli Rossetti shoes have two years warranty and guarantee quality. Customers who purchase products from Fratelli Rossetti are entitled to return their product within 14 working days if their unhappy for any reason.

PRODUCT PRODUCT

Fig.6.

PRICE PRICE

Luxury fashion products seem to be reasonably inelastic which means that the supply and demand for luxury commodities aren’t affected by fluctuating prices (Jackson and Shaw, 2009, p.126). Typically, customers who purchase luxury products usually have a high income and will continue to buy products when prices increase (Jackson and Shaw, 2009, p.126). Fratelli Rossetti uses a customer based pricing strategy, calculating their products price based on their target market. Also, they operate a premium pricing strategy, based upon the quality of their products which are usually priced between £170.00-£530.00. Fratelli Rossetti promotes themselves through various collection and events held in exquisite locations. These collections are an essential element to Fratelli Rossetti’s promotional strategy, strengthening their luxury and quality status alongside their market positioning. A recent collection was Milano Moda Donna Fall Winter 2015/2016, showcasing their shoes on plinths in a gallery setting. Luxury advertising is a form of creating an emotional reaction from a customer; that separates them from the mid-market brands. Fratelli Rossetti very rarely offers discount prices on their products, unlike brands from the low and middle market. The Fratelli Rossetti website shows all the events and collections they’ve engaged with under “Our World”. Each event and collection are documented and distributed throughout social media, so their customers can stay well connected. Their current social media figures are 41,969 followers on Facebook, 2,073 followers on Twitter, 408 followers on Pinterest, 18,500 followers on Instagram and 112 followers on Google+.

PROMOTION

Fig.7.

ECALP

Fratelli Rossetti distributes all over the world with stores throughout Asia, Europe, USA, Italy, Africa and the Middle East.IN the West, they use direct distribution and use distributors or franchises in the East. All distributed products are controlled in Italy and by licensed dealers (Anon, n.d.).

Fig.8/9.

NOISSUCSID 19

The marketing mix is inspired by the target market, which helps implement brand strategies that reflect the brand image and positioning. T. K Maxx, an offprice retailer produces quality products at low prices. Whereas, Fratelli Rossetti creates the finest quality products at premium prices. Kurt Geiger falls somewhere in between, although I found that T. K. Maxx’s product by Peter and Porter reflected the better quality and design than the middle market. Through my research I discovered that the higher the market position, the more efficient and precise distribution and manufacturing methods. In summary, I need to broaden my research and collect more data for my report to be credible.

The purpose of my report was to examine the use of various features of the marketing mix, within three brands from different market levels. My report findings support the literature that I’ve read, highlighting that there are differences in the market mix depending on the market positioning. My results are limited to the three brands I analysed. Therefore, I don’t think my data is sufficient enough to support theories for an entire retail industry.

CONCLUSION

RECOMMENDATIONS

Fratelli Rossetti has a successful marketing mix and has very little faults in their strategies. It would be beneficial if they built a broader following on social media. Fratelli Rossetti could consider collaborating with other wellestablished designers, to form a contemporary collection which may create new market segmentation for the brand. Kurt Geiger can expand all over the world because they already have a lot of concessions and stores. Their disadvantage is their promotional strategies, most of their campaigns are outdated and uninspiring. Kurt Geiger should consider investing into television advertising so they can reach a broad audience. Also, they should consider bringing out a new collection with shoe design graduates they mentor from London College of Fashion. I think a collection of fresh footwear designs would increase their revenue on the high street. T. K. Maxx has very successful promotional strategies and good quality products. Their main weakness is their in-store merchandising; If their products were presented professionally, they would profit from sales and a better brand image.

1. XIDNEPPA

Three Similar Product Comparison Table

APPENDIX .2

Kurt Geiger Pre-Tax Chart (Profit) Kurt Geiger was in the best position in the mainstream mid-market, whereas mid to low-end market levels suffered economic decline during 2007-2011. Brands such as Primark and Newlook struggled during this period of economic decrease.

APPENDIX .3

During my trip to Venice, I conducted primary research in the Fratelli Rossetti store. My research was based on questions that I asked the store manager and the customers who were making purchases. I had a prepared questionnaire's before the visit; that asked them to review my chosen product. I asked them about the fit, the fabrication, styling and design details of the product and whether they would purchase the product and if no, why not?

FIGURES Figure 1.1 Screenshot of T. K. Maxx's Peter and Porter Black Leather Double Monk Shoe.

Figure 1.2 Screenshot of Kurt Geiger's Cozier Black Leather Double Monk Shoe.

Figure 1.2 Screenshot of Fratelli Rossetti Black Calf Leather Double Monk Shoe.

BIBLIOGRAPHY T.M. 2016. Peter & Porter Black leather monk shoes. [Accessed 12 May 2016]. Available from: http://www.tkmaxx.com/viewallmensshoes/blackleathermonkshoes/invt/27269602. Anon n.d. Fratelli rossetti stores. [Accessed 12 May 2016a]. Available from: https://www.google.co.uk/search? q=fratelli+rossetti+stores&safe=active&espv=2&biw=1440&bih=805&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj4 ZrfoNTMAhVqKMAKHbRfAd4Q_AUICCgD#safe=active&tbm=isch&q=fratelli+rossetti+store+venice&imgrc=uvTvVIwbFWLN2M%3A. Anon n.d. Fratelli rossetti stores. [Accessed 12 May 2016b]. Available from: https://www.google.co.uk/search? q=fratelli+rossetti+stores&safe=active&espv=2&biw=1440&bih=805&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj4 ZrfoNTMAhVqKMAKHbRfAd4Q_AUICCgD#safe=active&tbm=isch&q=fratelli+rossetti+store+venice&imgdii=uvTvVIwbFWLN2M%3A%3BuvTvVIwbFWLN2M%3A%3BXDj3hXsn3bQMLM%3A&im grc=uvTvVIwbFWLN2M%3A. Anon n.d. Italtrade FRATELLI ROSSETTI, ‘HOMEMADE’ SHOES GO GLOBAL. [Accessed 11 May 2016c]. Available from: http://www.italtrade.com/spotlight/14890.htm. Anon n.d. Milano presentation woman summer 2014. [Accessed 12 May 2016d]. Available from: https://uk.pinterest.com/pin/386887424209863662/. Armstrong, G. and Kotler, P. 2011. Marketing: An introduction. Gary Armstrong, Philip Kotler 11th ed. Harlow: Pearson Education. Borden, N.H. and Harvard Business School 2005. The concept of the marketing mix’ [online]. [Accessed 11 May 2016]. Available from: http://www.guillaumenicaise.com/wp content/uploads/2013/10/Borden1984_Theconceptofmarketingmix.pdf. Bush, R.F. and Hunt, S.D. 1982a. Marketing theory: Philosophy of science perspectives (proceedings series / American marketin.. Chicago, IL: American Marketing Association. Bush, R.F. and Hunt, S.D. 1982b. Marketing theory: Philosophy of science perspectives (proceedings series / American marketin.. Chicago, IL: American Marketing Association. Companies, T.T. 2016. T.K. Maxx. [Accessed 11 May 2016]. Available from: https://www.tjx.com/business/businesses_tkmaxx.html. Easey, M. 2002. Fashion marketing. Oxford, England: Wiley, John & Sons. Fahy, J. and Jobber, D. 2012. Foundations of marketing 4th ed. Maidenhead: McGraw Hill Higher Education. Goldfingle, G. 2012. Analysis: Kurt Geiger focuses on international growth. [Accessed 11 May 2016]. Available from: http://www.retailweek.com/analysiskurtgeigerfocusesoninternational growth/5042751.fullarticle. Group, J.A. 2009. Nine west footwear corporation signs license and distribution agreement with Kurt Geiger Ltd. For Nine west and easy spirit. [Accessed 11 May 2016]. Available from: http://www.prnewswire.com/newsreleases/ninewestfootwearcorporationsignslicenseanddistributionagreementwithkurtgeigerltdforninewestandeasyspirit61826197.html. Harris, D.R. 2013. CIM Coursebook 08/09 introductory certificate in marketing. Amsterdam: Elsevier/ButterworthHeinemann. Jackson, T. and Shaw, D. 2009. Mastering fashion marketing (Palgrave master series). New York: Palgrave Macmillan. Kurt Geiger Ltd et al. 2016. [Accessed 11 May 2016]. Available from: http://www.kurtgeiger.com/company/aboutus. O’Grady, L. 2015. Marketing mix Tk Maxx. [Accessed 10 May 2016]. Available from: http://www.slideshare.net/LuciaOGrady/marketingmixtkmaxx. Outsourcing, E. 2016a. Fratelli Rossetti art. 117818470100901 Serie 00311 Tg. 05+. [Accessed 11 May 2016]. Available from: http://www.fratellirossetti.com/gbGBen/Art117818470100901 Serie00311Tg05_OIR62155.aspx. Outsourcing, E. 2016b. Fratelli Rossetti art. 117818470100901 Serie 00311 Tg. 05+. [Accessed 12 May 2016]. Available from: http://www.fratellirossetti.com/gbGBen/Art117818470100901 Serie00311Tg05_OIR62155.aspx. Registered, K.G.L. et al. 2016. Size. [Accessed 12 May 2016]. Available from: http://www.kurtgeiger.com/cozierblackleatherkgkurtgeiger. Rossetti, F. 2016. Three brothers. [Accessed 11 May 2016]. Available from: http://www.fratellirossetti.com/gbGBen/Three_Brothers.aspx#. The Independant 2009. Discount fashion: Taking it to the Maxx. The Independent Business Analysis & Features [online]. [Accessed 10 May 2016]. Available from: http://www.independent.co.uk/news/business/analysisandfeatures/discountfashiontakingittothemaxx1774064.html. TK Maxx, T.M. 2016. About. [Accessed 10 May 2016]. Available from: http://www.tkmaxx.com/page/about. welch, adrian n.d. Tk maxx in store. [Accessed 12 May 2016a]. Available from: https://www.google.co.uk/search? q=tk+maxx+in+store&safe=active&espv=2&biw=1440&bih=761&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjm0srvmtTMAhUJD8AKHbQcAtIQ_AUICCgD#safe=active&tbm=isch&q=tk+maxx+i n+store+shoe&imgdii=NHFaao3HU__qM%3A%3BNHFaao3HU__qM%3A%3B2bMf2ngLaZ3W_M%3A&imgrc=NHFaao3HU__qM%3A. welch, adrian n.d. Tk maxx in store. [Accessed 12 May 2016b]. Available from: https://www.google.co.uk/search? q=tk+maxx+in+store&safe=active&espv=2&biw=1440&bih=761&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjm0srvmtTMAhUJD8AKHbQcAtIQ_AUICCgD#safe=active&tbm=isch&q=tk+maxx+ promotions&imgrc=lmz5muFn4LNvIM%3A.

REFERENCES Books Armstrong, G. and Kotler, P. 2011. Marketing: An introduction. Gary Armstrong, Philip Kotler 11th ed. Harlow: Pearson Education. Bush, R.F. and Hunt, S.D. 1982b. Marketing theory: Philosophy of science perspectives (proceedings series / American marketin.. Chicago, IL: American Marketing Association. Easey, M. 2002. Fashion marketing. Oxford, England: Wiley, John & Sons.

Fahy, J. and Jobber, D. 2012. Foundations of marketing 4th ed. Maidenhead: McGraw Hill Higher Education. Jackson, T. and Shaw, D. 2009. Mastering fashion marketing (Palgrave master series). New York: Palgrave Macmillan. Harris, D.R. 2013. CIM Coursebook 08/09 introductory certificate in marketing. Amsterdam: Elsevier/ButterworthHeinemann.

Online Resources Anon n.d. Italtrade FRATELLI ROSSETTI, ‘HOMEMADE’ SHOES GO GLOBAL. [Accessed 11 May 2016]. Available from: http://www.italtrade.com/spotlight/14890.htm. Borden, N.H. and Harvard Business School 2005. The concept of the marketing mix [Online]. [Accessed 11 May 2016]. Available from: http://www.guillaumenicaise.com/wpcontent/uploads/2013/10/Borden1984_Theconceptofmarketingmix.pdf. Companies, T.T. 2016. T.K. Maxx. [Accessed 11 May 2016]. Available from: https://www.tjx.com/business/businesses_tkmaxx.html. Goldfingle, G. 2012. Analysis: Kurt Geiger focuses on international growth. [Accessed 11 May 2016]. Available from: http://www.retail week.com/analysiskurtgeigerfocusesoninternationalgrowth/5042751.fullarticle. Group, J.A. 2009. Nine west footwear corporation signs license and distribution agreement with Kurt Geiger Ltd. For Nine west and easy spirit. [Accessed 11 May 2016]. Available from: http://www.prnewswire.com/newsreleases/ninewestfootwearcorporationsignslicense anddistributionagreementwithkurtgeigerltdforninewestandeasyspirit61826197.html. Kurt Geiger Ltd et al. 2016. [Accessed 11 May 2016]. Available from: http://www.kurtgeiger.com/company/aboutus. O’Grady, L. 2015. Marketing mix Tk Maxx. [Accessed 10 May 2016]. Available from: http://www.slideshare.net/LuciaOGrady/marketing mixtkmaxx. Outsourcing, E. 2016. Fratelli Rossetti art. 117818470100901 Serie 00311 Tg. 05+. [Accessed 11 May 2016]. Available from: http://www.fratellirossetti.com/gbGBen/Art117818470100901Serie00311Tg05_OIR62155.aspx. Rossetti, F. 2016. Three brothers. [Accessed 11 May 2016]. Available from: http://www.fratellirossetti.com/gbGB en/Three_Brothers.aspx#.

The Independant 2009. Discount fashion: Taking it to the Maxx. The Independent Business Analysis & Features [Online]. [Accessed 10 May 2016]. Available from: http://www.independent.co.uk/news/business/analysisandfeatures/discountfashiontakingittothemaxx 1774064.html. TK Maxx, T.M. 2016. About. [Accessed 10 May 2016]. Available from: http://www.tkmaxx.com/page/about.

IMAGE REFERENCES

Figure 1: 2016, T.M. 2016. Peter & Porter Black leather monk shoes. [Accessed 12 May 2016]. Available from: http://www.tkmaxx.com/viewallmensshoes/blackleathermonkshoes/invt/27269602. Figure 2: welch, adrian n.d. Tk maxx in store. [Accessed 12 May 2016b]. Available from: https://www.google.co.uk/search? q=tk+maxx+in+store&safe=active&espv=2&biw=1440&bih=761&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjm0srv mtTMAhUJD8AKHbQcAtIQ_AUICCgD#safe=active&tbm=isch&q=tk+maxx+promotions&imgrc=lmz5muFn4LNvIM%3A . Figure 3: welch, adrian n.d. Tk maxx in store. [Accessed 12 May 2016]. Available from: https://www.google.co.uk/search? q=tk+maxx+in+store&safe=active&espv=2&biw=1440&bih=761&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjm0srv mtTMAhUJD8AKHbQcAtIQ_AUICCgD#safe=active&tbm=isch&q=tk+maxx+in+store+shoe&imgdii=NHFaao3 HU__qM%3A%3BNHFaao3HU__qM%3A%3B2bMf2ngLaZ3W_M%3A&imgrc=NHFaao3HU__qM%3A. Figure 4: Registered, K.G.L. et al. 2016. Size. [Accessed 12 May 2016]. Available from: http://www.kurtgeiger.com/cozierblackleatherkgkurtgeiger. Figure 5/6: Outsourcing, E. 2016b. Fratelli Rossetti art. 117818470100901 Serie 00311 Tg. 05+. [Accessed 12 May 2016]. Available from: http://www.fratellirossetti.com/gbGBen/Art117818470100901Serie00311Tg05 _OIR62155.aspx. Figure 7: Anon n.d. Milano presentation woman summer 2014. [Accessed 12 May 2016b]. Available from: https://uk.pinterest.com/pin/386887424209863662/. Figure 8: Anon n.d. Fratelli rossetti stores. [Accessed 12 May 2016a]. Available from: https://www.google.co.uk/search? q=fratelli+rossetti+stores&safe=active&espv=2&biw=1440&bih=805&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj4 ZrfoNTMAhVqKMAKHbRfAd4Q_AUICCgD#safe=active&tbm=isch&q=fratelli+rossetti+store+venice&imgrc=uvTvVIwbF WLN2M%3A. Figure 9: Anon n.d. Fratelli rossetti stores. [Accessed 12 May 2016b]. Available from: https://www.google.co.uk/search? q=fratelli+rossetti+stores&safe=active&espv=2&biw=1440&bih=805&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj4 ZrfoNTMAhVqKMAKHbRfAd4Q_AUICCgD#safe=active&tbm=isch&q=fratelli+rossetti+store+venice&imgdii=uvTvVIwb FWLN2M%3A%3BuvTvVIwbFWLN2M%3A%3BXDj3hXsn3bQMLM%3A&imgrc=uvTvVIwbFWLN2M%3A.