Brand Audit

Brand Audit by Jessica Ramazani

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Contents INTRODUCTION ……………………………….. 2-5 INTERNAL AUDIT & BRAND POSITIONING … 7- 12 VISUAL IDENTITY ……………………………. 13-14 MARKETING MIX ……………………………. 14 EXTERNAL AUDIT …………………………….15 CONSUMER AND COMPETITOR ANALYSIS……………………………. 20-21 SWOT ……………………………. 22-23 RECOMMENDATIONS ……………………………. 24 BIBILOGRAPHY ……………………………. 25

Introduction

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Katharine Hamnett pictured with Margret Thatcher

Katherine Hamnett, an iconic British designer with international status, has inherited the design and thought that is continued to advocate from the time the brand was formed in 1979. From the United Kingdom of the classic image, newly beyond mode, street, race and culture mixed with a variety of perceptions.

Katherine’s innovative sensibility mixes traditional UK classic style combined with Katherine’s own message and social lines. Katharine Hamnett London would like to offer garments and other fashion goods based on her ethical way of thinking. Offering the sophisticated lifestyle, providing the colourfulness and spiritual well-being.

“Katharine has introduced many innovations into the clothing and textile business, instigated new styles and trends in fashion. These trends include: power dressing spearheading the return to tailoring, the military and utilitarian look, stretch denim garment dying and retro. Styles include boiler suits, trench coats as dresses.” - INFOMAT, 2011

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TimeLine -

1975-1979 Freelancer designer in London, Paris, Milan, New York and Hong Kong, Worked with freelance for Japanese firms until 1978

- 1979 Katharine Hamnett brand is Established, the first designer to use Japanese traditional silk fabric “Huijuig” for clothes, following the launches of Katharine Hamnett Menswear and Katharine Hamnett Denim.

- 1983 Presented slogan T-shirts such as ‘CHOOSE LIFE’ and ‘LET’S STOP ACID RAIN’ – this is pointing out the decrease of tropical rainforest and expressing environmental conversation i.e. her T-shirt collection, during that same time she announced other lines Katherine Hamnett London Menswear and Katharine Hamnett Denim which received not only high rating from the press also from buyers - 1984 The first designer/recipient to receive Designer of the Year award from the British Fashion Council, also during this year she signed her first licence agreement in Japan - 1985 First Advertising campaign with the photography direction of Ellen Von Unwerth - 1986 In the A/W collection which is entitled “Power dressing” which embodies the lifestyle of the 1980s. the condom pocket was attached to the boxer shorts. Katharine worked with architect Norman Foster on the design of her first London store in 1986 situated at Brompton Cross. .

- 1988 Following her first store opening in 1986 she opened her second store in Sloane Street, London in 1988 designed initially by Nigel Coates followed by David Chipperfield.

She created a new collection entitled “World Peace Now” which gained popularity and continued to be a great success from the previous year.

- 1989 The designer explored the effects in the clothing industry and she realised there was tragedy, Katharine has found out how much the fashion industry affected labour workers and how it costs their lives to produce clothing, from then she decided to change the way her company operated.

“Hamnett Active” was released which specialises in Sportswear and Casual Wear.

The iconic A/W collection “Clean Up or Die/Purification or Death” which was held in London - 1990/1991 SS 91’collection in Paris was showcased in a short film with the direction by Ellen von Unwerth besides starring supermodel Naomi Campbell this movie was stimulated owing to the Gulf War, Katharine wanted to create and discover different ways of exhibiting a collection.

4 - 1997 S/S Collection focussed more social and environmental issues such as “SAVE THE TIBET” (for Dalai Lama) plus “WOLDWIDE NUCLEAR BAN NOW”. With the following A/W collection she made another collection together adding another political/social message; “It’s your RESPONSIBILITY” which is responding to the housing problem in the Great Hanshin Earthquake in Japan.

- 1998 Katharine Hamnett Denim and Hamnett Active combine together, reborn as HAMNETT. A quotation from Dalai Lama announces a collection with the message; “Constantly Cultivate only a joyful mind/ Let’s Fairly discover only feelings” as a message.

Elaine Constantine was appointed photographer for ad campaigns for the SS 99’ Collection - 2000 A new material: organic wool was appointed into the S/S Collection. The theme for this collection was “A New Dawn for a Golden Era”, due to a rapid evolution of the 1990’s, it expresses the creatures that are going to be destroyed, the global environment that suffered pollution, the love for all people and culture - 2003 A/W 03 Womenswear Collection was premiered at London Fashion Week, the “STOP WAR BLAIR OUT” her iconic slogan tees were featured on the catwalk. This caused in the UK and Global newsprint exposure.

Andy Birkin from The Stop War Coalition commented that the T-shirt initiated 30,000 demonstration that took place the next following year.

The designer was then invited by Oxfam to visit African cotton farmers in Mali and also visited government officials to raise the awareness of Fair Trade which caused media attention in the UK and international Newspapers and Televisions worldwide.

- 2004 S/S 04’ womenswear collection was presented at London Fashion Week, which featured Naomi Campbell on the runway the model was dressed in a “USE A CONDOM” see-through, diamante lettering top which raised the awareness of using protection since there is no cure for Aids, there were also slogan T-Shirts such as “SAVE AFRICA” - 2005 After disappointment with the results, Hamnett terminated most of her licensing arrangements, and in 2005 relaunched her line under stricter ethical guidelines, including manufacturing and agricultural practices -

2006

5 Katharine focused on producing high-quality materials and production methods that proved to be ethical and environmentally friendly worldwide ( from the farmers to packaging and delivery) Katharine Hamnett signed up with UK leading supermarket Tesco creating a sustainable clothing line, but she terminated it after a year because the company just wanted to appear ethical rather than making a full commitment to the range.

- 2011 Katharine Hamnett received a Commander of the British Empire (CBE) from the Queen .

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INTE RNA L AUDI T

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Micro Marketing Environment Customers - High The Influence is high because more customers can access the brand, as well as wear it, which could drive the price slightly higher People weren’t aware of the political/social issues around that time, and also promoting ethical/sustainable clothing which therefore made the brand become less interesting and go with competitor brands such as Vivienne Westwood since the same issues the designer was speaking about then are now being discussed today.

This will then give the opportunity for the brand to be relaunched because it was one the first designer brands to speak on political/social issues and promoting ethical/sustainable clothing and also the designer is known for making big bold prints on T-shirts.

Competitors The competition back then wasn’t high because the designer was the first brand to talk about political and social issues and making aware on runways with massive slogan prints on her products on her runways, and there were also other designers that were very similar to her (i.e. Vivienne Westwood) – new designers merging political sentiments with fashion as a show of the times. But the competition now is in the medium, many designers are starting to see political issues that are currently going on (but it’s like they’re following a “trend/bandwagon”) and also some designers are beginning or in the process of producing clothes ethically There are also other designers who may also use the opportunity to speak on political issues, but they also do their own slogan t-shirts i.e. Moschino, Henry Holland etc. but the difference between the slogan t-shirts the competitor designers make compared to Katharine Hamnett is that she specially focuses on issues that are currently going on and hopefully make an impact whereas the other brands slogans are more fun, witty slogans Supplier The designer in the past has struggled to find a supplier that provided organic materials, she stated in The Guardian Magazine how it was hard to find organic materials, back then she was the only designer asking for organic materials “Have you got any organic cotton?”, and they'd say,” ‘Why should we produce it since you're the only one asking for it?”. Katharine did find it hard to look for the right supplier to support the brand’s essence.

But now since the consumers within industry are more concerned with how their clothing is made there is now an opportunity for the designer to have a revival with new conditions i.e. being in charge of how the products are made, this can be having more control of the manufacturers to make sure that they are using the correct materials for the garments and also relocating factories that are closer to home

8 Availability of raw materials The globalised structure of the clothing and textile supply doesn’t have a massive environmental disadvantage as the energy used in transport is correspondingly low and the UK doesn’t have a supply of relevant raw materials, which is why Brexit plays a massive part within the industry because majority of designers have materials that are based within the EU countries The brand makes sure its uses materials that does not affect the environment, materials that are used for garments are; Recycled Polyester Polyester is synthetic fibre derived from fossil fuels. Plastic fibres take over hundreds of years to decompose once its thrown away. Recycled polyester diverts plastics from landfill and uses 50% less energy during the production process Silk Silk has less impact on the environment than many other fabrics. Silk processing doesn’t require the use of chemicals. The silk worms feed on mulberry leaves which are grown using fertilisers. The brand is working towards using organic silk which will not need any use of chemical fertilisers REACH Compliant Dyes The brand’s dying and printing is all REACH Compliant. REACH is a regulation of the EU, it is affirmed to develop the protection of human health and the environment from the risks that can be unnatural by the toxic chemical use As we are in a constant changing industry the brand will take into research and find better and environmentally friendly ways to produce garments Distributors and distribution channels Distribution channels include wholesalers, e-commerce websites, direct sales over the phone or in person, dealers and retailers. The distribution channel/s that are selected can ordain what the rest of the marketing strategy would be, as they can influence the buyer directly. - FONTELERA, JORINA Advertising and other marketing methods would then appeal to the buyer’s demographic, to implement that the brand has to analyse the market which will help determine the competitive pricing for the product and the best distribution channels. From there the company the company will create its own marketing strategy based on the information that is gained. This including whether to advertise in traditional media, online or even both.)

Business need to take into account in how they want their consumers to receive their products. Would they want to buy it online, talk to direct sales representatives or browse into a store?

9 In the past Katharine Hamnett had bricks and mortar stores in London, surround the areas such as Chelsea, Kensington (Brompton Road) and also Oxford Street, and she also had concessions in high-end department stores i.e. Harvey Nichols, Selfridges and Harrods. For the relaunch she is re-launching online but also stocking her products on high-end retailers i.e. Selfridges, Harvey Nichols and Harrods and high-end retailers in Japan i.e. Opening Ceremony and Seibu Shibuya Department Store Stakeholder and partner relationships A stakeholder is either a group, individual or an organization which is impacted by the outcome of a project. They have an interest in the success of the project and can be within or outside the organisation that is sponsoring the project. Stakeholders can have a positive or negative influence on the project The company also sub-licensed some products in japan such as Belts, watches, bags, shoes and many other accessories also a master license with a Japanese company called ITOCHU Co-operation she was one of the first brands to license products in Japan.

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Porter’s Five Forces Threats of Substitute The threats of substitutes occur from inside the industry. Since the competition is intensive, no brand can stay assured that it will keep selling and remain at the top. Every designer has its some opponents and the space is continuously getting defined. - ABHIJEET, PRATAP,2017 After the high end to the low-end fragment, brands have inhabited the industry’s setting, so even if clothes in general don’t have a substitute, majority of fashion houses tend to have many. even for those to who can’t provide luxury brands there are substitutes that can make high-end styles open at lesser price.

Yes, there is a possibility that consumers can go to other stores i.e. Primark, H&M, Zara etc. but it will not have the same feeling buying from the original brand it’s from and the consumers will not know how their substitute product has been produced, Katharine Hamnett makes sure that all products are produced sustainably and that it’s environmentally friendly

Threat of new entrants; Threat of new entrants is a frail force within this industry, designers can discover distinctive ways to grow prominent and obtain success.CHESHNOTES .COM The accumulative recognition of fast fashion is a valid proof of this fact. Katharine Hamnett doesn’t agree with fast-fashion because it’s has a huge cost for the environment she stated in Suitcase magazine;

“T-shirts are okay for PR, but how many slogan T-shirts do you have in your wardrobe and how often do you wear them? Actual clothing, made responsibly, is a nice thing to put on in the morning. We’ve been doing organic cotton T-shirts, and people tell me they feel different when they wear them. It’s nice wearing something with a clean conscience” There are online brands (ASOS, Missguided.com etc.) that also do slogan T-shirts, but they are not focusing on political or ethical points unless it’s current trend that other designers are doing. But they could have the potential to touch upon these issues.

Power of consumer buyers: Consumers could have a little bargaining power in the industry. But there are numerous aspects that can make the consumers as a group of an influential group. Now in this era it has given the shift over to consumers who are well knowledgeable, that can choose from certain substitutes and can change simply between several brands in the market. ABHIJIT, PRATAP,2017.

11 The high level of competition and the opportunity of so many brands and selections that will make the consumers go to the other brand. Brands will have to compete and maintain their consumers and that’s primarily the reason on fashion houses spending a high amount of money on marketing.

As mentions before the power of consumer buyers it just as high of the consumer having the power to go to a different brand to purchase their products, with the re-launch of Katharine Hamnett it is primarily open for all generations of Men and Women, but the brand will be focusing on targeting Millennials (Generation Y) and Generation Z consumers The reason why the brand is focusing on these two consumers is because they have overtaken Baby boomers as the largest, most influential group in terms of consuming and employment - MAK, PHILLIP,2016 A recent study from Pew Research shows that the millennial generation is far more likely than the older generations to support strict environmental policies - FORBES, 2017 This being an advantage to Katharine Hamnett which the brand abides by environmental policies.

And that these two consumers are willing to pay more for eco-friendly products if it will mean contributing to a sustainable lifestyle Millennials are attracted to brands that stand for something bigger than a profit margin and are also willing to retain higher salaries if it means finding a deeper sense of gratification in their work or purchasing behaviour - FORBES, 2017 Power of suppliers; This force shows how much power a business’s supplier has and how much control it has over the potential to raise its prices, which in turn it would lower a business’s profitability.

Correspondingly, it looks at the number of suppliers that are available, the fewer suppliers available the more power they have. Businesses are in a much more better position when there are a number of suppliers - MARCI , MARTIN, 2017 Katharine Hamnett was a successful brand between the 19080’s-1990’s. the company had relationships/deals with different factories to produce products and transport system etc. for the brand being successful the designer and the management team had to check back to see if they aren’t doing anything harmful the brand at the time was trying it’s best to find supplier who produce products ethically she found it very hard at the time to find one since “She was the only designer back

then asking for organic cotton, which then made her withdraw from the brand” - THE GUARDIAN, 2013 The Designer spent years sourcing vegetable-tanned leather and still is today, only to find one of the manufacturers had kept an "ethical" labelling but substituted it for a cheaper alternative But now since the industry is now becoming aware with how clothes are being produced and supplied there is a gateway of designers having the opportunity of getting their clothes

12 produced ethically. The brand can sign an agreement with the supplier stating that products are environmentally friendly as possible and using sustainable materials.

Rivalry between existing competition; This force shows how intense the competition is in the industry, which is determined by the number of existing competitors and what each brand is capable of doing. (Marci, Martin 2017). Rivalry competition is high when there are a few brands selling the same products and service, as the fashion industry is a constantly changing and growing, consumers can easily go to another brand. When the rivalry competition is high the advertising and price wars can arise, which can hurt the company’s business line.

There are great number of brands that have just about the same product offering, this creates the competitive challenge strong, however Cheshunt.com stated some brands also drive loyalty based on features and quality. As we know that fast fashion is an emerging era however brands that have a strong brand image are able to charge higher price. But the race for winning consumers has gotten tough throughout the years. Overall the competitive rivalry is a strong force in this industry.

Even though Katharine Hamnett’s design weren’t very avant garde, there were competitors that she had then that are currently still thriving now i.e. Vivienne Westwood still using her same materials, same designs(tartan), her strategy is simple but effective.

For the re-launch there are many competitors as the brand will selling/releasing products in luxury high end retailers such as Harvey Nichols, Selfridges, Harrods. The competitors Katharine Hamnett London will be facing are; Stella McCartney, Vivienne Westwood and other brands that are not in the high-end luxury sector such as; Erdem, Edun and H&M (L.O.G.G Collection)

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Visual Identity Systematic Elements

1. Figure of the brand creator - image of Katharine Hamnett with Margret thatcher, with her 58% don’t want perishing t-shirt in large print

14 2. Brand Logo – her brand logo is recognisable since her designs were always very large prints so that people will recognise her brand, her logo is very simple and bold, also very straightforward, she wants her prints to be read. Since her brand is just only Katharine Hamnett London, she also has other places where she sold such as Tokyo where it has a Japanese translation under the name of the brand which gives it a more personal feel for the country Slogans – famous slogans she has; “CHOOSE LIFE”, “58% DON’T WANT PERSHING, “CLEAN UP OR DIE”, “STOP ACID RAIN” 3. Visual symbol that accompanies the typographical signature; simple KH which states that it’s a genuine Katharine Hamnett product 4. Repeated visual motif; the designer doesn’t have a certain visual motif, in the future the brand hopes to implement a visual motif. But on certain products such as the T-shirts or any accessories when making a slogan, its but into a certain text and a certain layout stating the brand name at the back of the T-shirt stating it’s a Katharine Hamnett product.

5. Brand Colour; as the brand is a very simple brand, there isn’t set to be a specific colour that is for the brand.

6. Favourite Material - The brands favourite materials is organic cotton, for revival bring back screen-printed silk (very subtle and not noticeable) recycled polyester and silk that pesticide free 7. Cult of detail: Massive printed slogans on products consumers will know that it’s a KH product 8.

A way of doing things that is typical of the brand; The designer is political, ecological and aware with where her clothes are made from making sure that her products is not doing any harm when her products are being created. There’s always a political message on her t-shirts in big bold writing

Brand Essence The essence of Katharine Hamnett London is a Bold, Ethical and Provocative. The designer stands in what she believes in by showcasing massive slogans on T-shirts and on products stating issues that are going on around the world. In addition, a new essence in line with integrating more high-quality textiles and sophisticated details

Brand Personality Sustainable, Eco, Political, Bold, wild/rebellious, the brand is built on whatever inspires the designer (she’s inspired with what’s going on around her), promoting the use of ethical and sustainable practise

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Marketing Mix Product Offer Katharine Hamnett London will be re-launching it as womenswear ready to wear collection, later on in the future tapping onto Menswear. Product initial offer will consist of 10 key pieces which is including the iconic slogan T-shirts. Product quality are ethically produced giving it a sophisticated clean style

Price Structure Katharine Hamnett London will still remain the same prices as it is upper premium pricing structure (£90 - £500+) the brand also has to think of how much organic clothing and implementing other ways or finding new ways of making other materials being more sustainably produced.

Promotion/Place Ad campaigns will feature in publications such as Dazed, I-D, Hunger which the brand has had ad’s put into these magazines before for the re-launch the brand will still feature in publications like Dazed, I-D and Hunger but also feature in other Magazines such as Vogue, Elle etc. The brand will also be showcasing billboards in major cities i.e. London, Tokyo, New York, Paris, Milan Katharine Hamnett London in the past showcased shows in London (primarily), Paris, Milan and Tokyo when relaunching runway shows will be showcased in London then in the near future transitioning to Tokyo where the brand already has existing store in japan and several high-end stockists selling Katharine Hamnett Katharine Hamnett London will be promoted across multiple touchpoints including pop-up store, concessions within major high-end departments such as Selfridges, Harrods and Harvey Nichols and an ecommerce store.

In the past the brand didn’t have a set strategy since her brand was open to any consumer, but it didn’t manage to appeal into the millennial generation. with the relaunch, it will appeal to the millennial and Generation Z consumer

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EXTE RNA L AUDI T

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PESTEL Political Factors Political factors are one of the biggest source of indecision within the industry, there have been several political events that have impacted the fashion industry throughout the years such as Brexit, Donald Trump and many other political events.

Apart from terrorism, there are also other political issues that has been disturbing the world and rising doubt within the fashion industry. The continuing political shifts within the UK and the US has also affected the industry, especially the recent US elections which has created a deep impact The brand is very prominent on political issues she makes sure she states in on her runway shows, from making her debut in the 1980’s she created slogan T-shirts such as “58% DON’T WANT PERSHING”(missiles) which is referencing to opposing nuclear missiles in the UK (VOGUE,2008) She also promoted Aids awareness as putting out use a condom T-shirt on her SS 03’ show with Naomi Campbell down on the runway.

Economic Factors The economic factors can have positive and negative impacts within the industry, throughout economic boom periods, consumers have more disposable income hence they would buy more clothing which then increase the sales for clothing manufacturers, wholesalers and retailers.

Since the recession it has been somehow recovered but there is still more to reveal throughout the next following years to come, chesnotes.com stated that with downturn gone, the condition of occupation/work has developed globally (in some cases). The consumer buying influence has enlarged and that is a great thing, but the fashion business complements to the economy too since its one the leading establishments. The fashion industry does affect and is also affected by the economic factors.

The British economy is considered one of the most globalised in the world with London being one of the largest financial measures but with Brexit taking in place the status may change. Before Katharine Hamnett London decides to start exporting to other countries, the brand has to examine how much consumers will be able to spend. The brand will have to think about the important criteria’s i.e. Import and Duty rate and sales tax/VAT, disposable personal income, inflation and spending patterns.

Social Factors Social factors also have an important role within the industry. There has been major social changed that has occurred in the past 10-15 years that has affected the demand for fashion products.

Whilst the millennials generation and generation Z is now the main target for fashion marketers, the preferences will be very distinctive from previous generations. There have

18 been a number of changes within the socio-cultural level that have affected how consumers shop and also making their shopping decisions on which brand they would purchase from.

MCKINSEY ,2016 Millennials don’t just want suitability but they also great quality for low prices. The demographic of global population has changed massively during the recent decade. Which has affected making changes leaving marketing toying with several toying with several options and opportunities as well as facing new challenges As we are now catering to different needs where we don’t have to push sales but also need to appeal and engage consumers as KH is targeting to millennial consumers the brand has to make sure that is appealing and that the products are pleasing for them to invest into, as stated before millennials are now more concerned on how products are made and are willing to pay extra for products if its benefitting for themselves as they are socially aware with what’s going on with how garments are produced or for the environment.

Technological Factors: Technology is an important factor affecting the growth of the industry. A large part of the 21st century growth in the industry can be attributed to the technical improvements that has occurred in this period. IT, globalization and the internet has boosted use of mobile devices for personal use such as spending money online shopping, these are marking sales to go down, marketing and consumer options. - PRATAP, 2017 Today consumers are unnoticed and mark options to then discuss them with others which will also segment their own views. The millennial generation now shop online and also likes a personalized experience in terms of shopping and customer experience Technology has also helped brands in other areas too, i.e. from the supply chain to production and marketing. There is technology everywhere, it has brought swiftness and effectiveness, raising the level of productivity. However, this has also increased the race as other brands are competing against each other to have the best technology.

As technology initiatives fashion and design, it will take on a new relationship with the platforms that make it possible, innovations like technology infused fabrics will change what it means to be fashionably attired, moving times lie beforehand as technologies influence the fashion industry, and the industry drives a new interest in technology Katharine Hamnett London must use the best technology to remain competitive. Technology has become crucial, from apps to websites and also better production systems. It’s an all essential to remain productive and to keep their consumers if we still want to keep them. INTERSOG,2017

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Environmental Factors Sustainability and the environment is just as important in the fashion industry as in any other. Even other brands are being cautious about their carbon footprint and are now marketing themselves as environmentally friendly brands.

Majority of brands today are investing in what’s affecting the environment and are either attempting or using environment friendly raw materials, packaging and operations. As the McKinsey report states that; “Fashion brands have prioritized sustainable

fashion and it’s working to transform product design and manufacturing”. Within emerging markets more than 65% of the consumers are pursuing sustainability fashion actively. Within the mature markets this figure is 32% or less.

The report also shows that sustainability has become a key influencer of the consumer’s purchasing decisions which would Katharine Hamnett London would take advantage of when re-launching Katharine Hamnett have already formulated sustainability within the brand’s products and is working towards making sure it continues to stay that way or finding new ways ensuring her products are still ethically produced and environmentally friendly as possible.

Legal Factors The legal factors are one of the main and most important factor and has grown in importance within the industry. From worker’s rights related laws to environmental laws that affect fashion brands, trade agreements also have a significant effect on the business of international fashion brands, import and export related laws can also affect the growth and profitability of the fashion brands.

This industry is an enormous establishment and apart from the labour laws and also additional mutual by-laws that are applicable in business will furthermore apply on it. The ecological laws have also developed to be sturdy and needs to be utilised with. There are also added laws that are associated to the international trade which will correspondingly oblige an agreement. nevertheless, lawful agreement and ethical image can be helpful for a fashion brand. - PETELANALYSIS.COM

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CONSUMER + COMPETITOR ANALYSIS Katharine Hamnett’s price points and proposition plummets within the premium and luxury fashion markets its previous competitors were back then were; Vivienne Westwood her logo and packages are immediately recognised for the brand which gives the brand more recognition

Now the current competition Katharine Hamnett London is facing is still Vivienne Westwood, Stella McCartney who has believes the same ethical values as Katharine Hamnett with sustainable clothing. And new start up sustainable fashion brands i.e. Erdem who gave recently collaborated with H&M and Edun another sustainable fashion brand.

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EXTRACTED FROM

DELOITTE –GLOBAL POWERS OF LUXURY GOODS 2017

form this information form Deloitte the consumers who buy luxury items will be more interested buying premium luxury products which Katharine Hamnett London provides and plus it’s ethically and sustainably produced which will make the consumer feel good because they are benefiting for the environment

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SWOT Analysis The SWOT analysis tool that shows how the company stands up against the competition. In a superior sense, the SWOT analysis will help the brand understand the fashion marketplace and the brand’s place within it.

It covers four areas of consideration. The first one is; Strengths This takes into account the internal characteristics that will positively affect the business objective. The Strengths for Katherine Hamnett London is that it’s a well-known brand pioneering her stamp on the youth movement in the 80’s-90’s and early 2000’s with massive political and social issues on T-Shirts, primarily known for speaking out on sustainable fashion and being provocative. Another strength for the brand is that it’s no stranger within the industry already showcasing ready-to-wear lines and off the rack lines also which will be accessible for consumers with average incomes, this is a good strength because it acknowledges the brands name to reach a larger audience of potential customers which will generate more sales. KH products are environmentally friendly, materials are sustainably sourced and have licenced products in Japan with TOCHU Co-operation (still to this day) the brand is one of the first designer brand to do so.

Weaknesses The second area ‘weaknesses identifies potential weak links within the company’s control that could contribute to unfavourable outcome. The weakness of this brand is that it isn’t recognised as much in the brand’s targeting consumer (Millennials and Generation Z).

Opportunities The third category “Opportunities” which analyses external circumstances that can favour the end-goal achievement. Opportunities for the brand is that finding new ways to produce products that are still environmentally friendly as we are in fast-changing industry and new technological process being made the brand will have to keep up to date with that, so they can still retain its brand essence. Another opportunity for the brand is that they should collaborate with influencers that will appeal with to the focused consumers which will give the brand more recognition.

Threats The last and final category “Threats”, which shows the external negative changes that can impact the industry such as; Politics and economy which are the primary causes of threats within the industry. Social and cultural trends which can cause the impact of demand for the items which is good that people are noticing the brand, but since the demand will be high and there are limited stock people will tend to go to competitor brands.

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ANSOFF Matrix Existing Products

New Products

Existing Markets

Market Penetration

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Political/Social slogan T-shirts KH produces ethically and environmentally produced garments Sale

Product Development -

Market Development New Markets -

Striving to be a Global/International Luxury Brand to sell in other Premium high-end retailers globally

Katharine E Hamnet HAMNETT (Hamnet Active + Katharine Hamnet Denim)

Diversification -

Gifts and Novelties Menswear and Womenswear clothing Accessories i.e. Watches, Purses, handbags, Phone cases

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Recommendations Katharine Hamnett London will retain elements of the original visual identity such as the logo (colour and font) and the core brand essence – however in relaunching for a modern consumer, certain elements will need to be refreshed such as the brands ad campaigns Politics are at the heart of the brand essence and DNA; therefore, the main focus will be to produce political slogans on a range of products which encapsulate the societal moods of the future.

Target consumer – the brand will target modern consumer who are politically, environmentally and socially conscious. These consumers transcend ethnicity, gender and location Key artists and influencers who are both political and environmentally focused will be key collaborative partners – individuals such as Gilbert and George and collaborating with Katharine Hamnett as they have very similar personalities. Katharine Hamnett within the relaunch will collaborate with activists from different countries to arise social issues which will help to reignite the brand as they will spread the message to their followers and continue to stay ahead of her time.

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Bibliography Websites https://suitcasemag.com/trailblazers/katharine-hamnett-ethical-fashion-slogan-t-shirt/ http://www.telegraph.co.uk/finance/markets/2816685/Hamnett-pulls-out-of-Tescorange.html https://www.google.com/culturalinstitute/beta/exhibit/CAKyXPygZ7rDIA https://www.cheshnotes.com/2017/09/pestelpestle-analysis-of-the-fashion-retail-industry/ https://www.theguardian.com/fashion/2013/apr/06/katharine-hamnett-testosteronenuclear-power http://smallbusiness.chron.com/distribution-channels-marketing-analysis-60985.html http://fashionindustryenvironment.blogspot.co.uk/2013/01/1-stakeholders-involved-withinuk_9443.html https://www.businessoffashion.com/articles/intelligence/brexit-fashion-2017-british-breakup https://edu.deloitte.cz/cs/Content/DownloadPublication/luxury-goods-2017 https://www.mckinsey.com/industries/media-and-entertainment/our-insights/global-mediareport-2016 Books How cool brands stay hot, branding to Generation Y by Joeri Van den Bergh and Mattias Behrer.

Essentials of marketing management by Geoffrey Lancaster and Lester Massingham The 1980s -John Peacock - Thames and Hudson – 1998// Title The 1980s, Thames and Hudson, 1998