Sunspel 3 Year Strategic Marketing Plan & 1 Year Communication Plan
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Maggie Stewart N0749568
Word Count: 4,000
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Hand Picked, Long Lasting, Lightest, and Softest Cotton
Ethics Clause I can confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project
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Contents Ethics Clause - 2
Contents
Methodology - 4
Where Are We Now?
Introduction - 6 Current Position - 8 Categories Sunspel Competes In - 10 Fashion Macro Trends - 12 Menswear Micro Trends - 13 Womenswear Micro Trends - 14 The Four P’s - 15
Year 1 Communication Plan
Recommendation 1, Bicester Village 3 Month Pop Up - 38 Recommendation 2, Apparel Bundles - 40 Recommendation 3, PR Gifting - 42 Recommendation 4, Fashion Film - 44
Key Challenges and Issues - 18 Current Consumer - 20 Key Competitors - 22 UK PESTLE - 24
Where We Want To Be?
Chinese Economic Drivers - 28 Retail Trends - 30 Possible Barriers - 32 Long Term Goals - 34 SMART Objectives - 34 E-Commerce Platforms - 35 E-Commerce Platforms Analysis - 36
Quality 82, Long Staple Cotton
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Conclusion - 47
Methodology
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Two pieces of primary research were conducted in order to ascertain both UK and Chinese millennial consumers attitudes toward British luxury fashion, and the Sunspel brand. The Chinese survey, receiving 22 responses, was sent to University students in Chengdu, as students are a rising market for designer clothing (Mintel, 2018), with Chengdu having a high number of designer flagship stores (Zheng, 2018). The UK survery received 55 responses. If conducted again, a larger sample would be needed for stronger results.
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Where are we now? Introduction
Established by Thomas A. Hill in 1860, Sunspel provides wearable British luxury, with the core competencies of quality, comfort, and innovation. Responsible for the introduction of the earliest form of the T-Shirt, the introduction of the boxer short in 1947; which went on to galvanise the world after being featured in Levi’s provocative 501 advert in 1958. The innovative Sea Island cotton range, hand made in Long Eaton, underpins Sunspels aggressive dedication to artisanal craft and quality.
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Traditional Techniques Modern Sensibilities Quality Comfort Innovation Their name was further cemented as a British institution when stylist Lindy Hemming dressed Daniel Craig as James Bond, in Sunspels iconic Riviera polo shirt. In 2005, Nicholas Brooke and Dominic Hazlehurst moved the brand forward by combining their unique history with contemporary twists. Sunspel has 5 stores around London, placed specifically off the tourist track to exemplify their artisanal exclusivity.
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Collaborations are integral for to Sunspel bring a contemporary edge to their traditions, regularly creating bonds with other British brands to cultivate a strong British presence in the market, as well as boost recognition and sales.
Current Position, UK
Fashion
Burberry
Oliver Spencer Margaret Howell
Contemporary
Heritage
Pringle of Scotland
Sunspel
John Smedley
New & Lingwood Classic
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Categories Sunspel Competes In
Menswear Womenswear Designer
Benefited from weak pound as UK tourism rises by 6% in 2018, with over half (58%) of Chinese tourists thinking “it is worthwhile� (Zhang, 2018). Collaborations and inclusive campaigns are being used to engage millennial segment, Sunspel should orientate newer collaborations toward millennial sensibilities, possibly taking inspiration for Clarks originals, a British shoe brand that has successfully entered the trend lead footwear market through various collaborations with influential millennial brands, for example Supreme.
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70% of men are willing to spend more on quality, main segment that is driving premiumisation, with 67% of men are also willing to pay for timeless fashion. This gives Sunspel cause to target this segment, as these desires are in line with Sunspels offering. Male consumers are showing an interest in destination stores, prioritising experiences. Sunpels history with collaborations could allow them to create an experiential pop up to develop interest within this segment.
24-35 millennial wanting timeless, classic fashion. They want to understand the garments provenance. Emphasising Sunspels story and close knit work environment would attract this segment. Category driven by over 55’s, less drawn to discount, However, this segment is less confident about their finances, so there is a risk that brand image is not strong enough to influence loyalty or purchase decisions.
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Fashion Macro Trends
In WGSN’s Vision for 2020/21, they have identified three macro trends to influence both Menswear and Womenswear; Free Style, Purpose Full, and Light Magic. This report will focus on the first two trends in more detail as Sunspel has a greater chance of benefiting from their influence.
Purpose Full This trend focuses on a new demand for the classic with a contemporary twist, as consumers continue to be mindful of their own impacts on the environment. A new consumer desire to form a bond with brands, working in partnership toward sustainable fashion, with brands understanding the wider impact of their inspirations. Brands leaders for this trend, like Shushu/ Tong could be used to inspire Sunspel as they inhabit a similar market, using “considered tailoring with notions of heritage for a contemporary aesthetic” (Sears, Walters, 2018). Influencers of this trend are Japanese brand Mister Gentleman, who Sunspel could look to creating a relationship with, if their move to China is successful as this trend is in line with Sunspels classic looks with a modern outlook.
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Free Style Free Style is described as “Youthful direction with a grown up edge” (Walters, Sears, 2018). Disrupted classics and blending subcultures, this trend demonstrates consumers desire for maximalism individualism, with an anti consumerism tone. Irony and pop culture references are key for Menswear, as well as strong layering. This, along with additional research has influenced a for a later suggestion to modify product shots/product shot styling. Key influencers of this trend are Burberry’s, with it’s new creative direction from Riccardo Tisci, consisting of a wide array collaborations, and imagery from Schoichi Aokis ‘London 1985-96. (Sears, Walter, 2018). Fig. 11.
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Menswear Micro Trends
Womenswear currently makes up around 10% of Sunspels business, who commented that seasonality is important for this category. Due to Sunspels smaller budget, they could use these trends mentioned within their product shot styling of seasonal offerings. This will be explored later in the final marketing plan suggestions.
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“The Culture of Collaboration” (WGSN) Streetwear remains a major driver for mens fashion, the cross pollination between luxury and streetwear pushes demand for innovative and authentic collaborations. Brands are focusing on the culture and inspiration behind products “forging a meaningful connection between fashion, culture, and brand perception.” (Ketteniss, 2019). Sunspel could apply this trend to entice younger consumers with their already established collaborative history and pioneering British cultural background.
“Design for Digital” (WGSN) Businesses are struggling to balance the influential trend of gender fluidity, whilst providing an offering provocative enough to aptly target consumers through over saturated social media channels. Some brand leaders like Valentino use maximalism to achieve this, which juxtaposes the rise of countryside romanticism pushed by Jacquemus. Equally powered by gender fluidity, utility dressing remains a strong influence, with is mirrored in Womenswear. 14
Womenswear Micro Trends
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“Slow Fashion” (WGSN) Driven by sustainability, Slow Fashion is a replacement for quick response fast fashion. Also in line with Anti Fashion trend movement, brands will release one timeless style at a time online. Free garment repairs are appearing due to a continued emphasis on a retail circular economy.
“Collaborate Kindly” (WGSN) Another subtrend identified by WGSN, Collaborate kindly, celebrates artisanal craft, merging social and commercial goals. Comes as a response to brands culturally appropriating for inspiration. Sunspel need to show their whole manufacturing process to incite consumer trust, and providing a story for them to connect with emotionally. 15
The Four P’s & Analysis
Product
Price
Elevated essentials, modern staples with innovative fabrics and design. Made in Britain provides a niche, with a strong focus on quality over quantity. A strong affinity for collaborations to continue innovative brand ethos.
Mid level luxury. Price points start at £17 (cotton socks) and reach £425 (Cotton Mac). Sunspel sits in the middle of two main competitors Pringle of Scotland and John Smedley’s price points.
Place
Promotion
An omni channel business sold both online and in store. UK: Own website, Stockists (Mr Porter, Selfridges, John Lewis, Amazon), 5 stores across London. First store opened in 2010, Shoreditch. Considered London edgy east end, other brands present were APC and Aesop US: Barney’s New York, Saks Fifth Avenue, Ron Herman. One store in New York.
Has a shoppable instagram. Promoted through seasonal sales such as Black Friday, and end of season reductions on selected styles. Interbrand collaborations. PR in magazine articles and interviews. Influencers are also used on social media.
5 stores in Japan, with a flagship located near Harajuku district.
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Key Issues and Challenges
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The key issues and challenges faced by Sunspel are awareness, and brand image. Through primary research, it was found only 12 out of 50 respondents had heard of the brand, in comparison to 38 respondents knowing competitor Barbour (Appendix.5).
Finding a balance between being a contemporary British brand and utilising Sunspels strong heritage has lead to a weaker brand image in comparison to competitors, for example Pringle of Scotland.
This could be due to the Sunspels understated aesthetic with a reliance on product quality as a form of marketing, ie word of mouth.
Another possibility for Sunspels weaker brand image could be due to a lack of an identifiable symbol within the UK market. Pringle of Scotland use cultural semiotics through their iconic Argyll print to evoke an emotional response from consumers and to be easily recognised within the market. This could also have repercussion onto consumers willingness to pay the higher price points in both the UK and when moving to China, the perception could be no brand desirability. This would then diminish the effect of their heritage USP so this need to be improved before moving into Chinese market.
19 Heritage brand Pringle of Scotland styled in a contemporary setting Fig. 23.
Sunspel’s Current Consumer A white, 27- 55 year old, either male or female consumer. Lives in a southern city in the UK within the social grade A-C1, classified as Affluent Achievers or Rising Prosperity within the ACORN model. Influenced by real life experiences. Prioritises unique and thought provoking events and experiences as busy work schedule restricts leisure time. Shops at mid level supermarkets (Waitrose or Whole Foods), or visits farmers markets/independent retailers where possible, tries to support home grown products and services. Is an avid reader, who takes an interest in their political and economic environment. A creative mind who values straight forward thinking but can be motivated to buy through innovative and uniquely designed products/services.
Old Consumer Aesthetic
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New Consumer Aesthetic
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Adapted Changes The suggestion to lower the age range of Sunspels target consumer comes from insight gathered from secondary research which showed 25-34 year olds are driving all three markets Sunspel competes in. This is also influenced by Sunspels decision to become more of a fashion orientated brand over a basics brand as Millennials in both the UK and China have large buying power in this market. However, with the influence of modest dressing and timeless fashion, Sunspel need to be careful they do not turn away from a fast growing market.
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Key Competitors Pringle of Scotland
Has more of an even mix of women’s and men’s clothing compared to Sunspels heavier focus on Menswear. As previously mentioned Pringle of Scotland has the advantage of a distinct, recognisable pattern design (Argyll pattern) consumers link to the brand. The brand has received a royal warrant which reinforces consumer perception that the brand is of high quality and trustworthy, particularly beneficial for foreign consumers who have positive connotations toward the novelty of the royal family. The brand is also in line with the personalisation trend identified by WGSN, pictured below. This could mean increased sales for the brand over Sunspel as consumers look to create meaningful relationships with brands. Pringle of Scotland also has a larger awareness within the fashion industry. Vogue has covered their collection releases, and presented at London fashion week.
John Smedley
Established in 1784, John Smedley has the oldest manufacturing factory in the world. Quality products designed to last, made in UK with global distribution. Started just producing fabric, but moved on to complex garments. Has similar innovative tendencies to Sunspel, creating the original ‘Long John’. Became popular amongst celebrities and designers during 50s-60s. Opened first store in 2000 in Mayfair. Presented at LCM in 2012, and in 2013 received a royal warrant as ‘manufacturer of fine knitwear’ similar to Pringle of Scotland. Relaunched womenswear in 2015 at LFW. Have a unisex collection ‘singular’ which is the first ever in the UK. This will be very attractive to modern consumers who are looking to represent their individuality without subscribing to gender roles. Both Sunspel and John Smedley are based in Derbyshire, and use Sea Island cotton in t-shirts. However, John Smedley seems to have a focus on the 35+ consumer in their imagery, compared to Pringle of Scotland and Sunspel using 23-28 models. Sunspel has a more cohesive, contemporary website interface.
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Old Consumer Aesthetic
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Old Consumer Aesthetic
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Competitor Analysis
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Consumers splashed out in November during black Friday deals, but “spending fell by 0.9%” after “tough festive spending period” (Partington, 2019). Luxury brands such as Sunspel should emphasis their British background in reaction to a new focus on supporting British produce after Brexit, as The Buying British Report found “one in seven (17%) are more likely to purchase British products as a result of last June’s referendum.” (GSI UK,
2017). Cost however it still a major purchase influencer, so Sunspel must make clear their product quality a key marketing tool for UK consumers. The Bank of England estimates “rapid technological change could put as many as 15m jobs at risk” (Partington, 2019). This could put pressure on equality levels, as working class people will be worst affected. Sunspel should put a focus on their small, close knit working environment to offer a
human reflection to this fast moving automation trend. The social change toward a less gender specific culture works in Sunspels favour due to their contemporary aesthetic. Sunspel could use this as an opportunity to create a genderless collection, similar to competitor Pringle of Scotland.
UK PESTLE
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Political
No Brexit agreement has left consumer confidence at a low. Businesses have held back purchasing decisions, leaving the UK economy at “the lowest levels since the financial crisis” (Partington, 2019)
Economical
UK employment total hits record high. “Wage growth continues to outpace inflation” (Verity, 2019)
Social
The proportion of young people identifying as heterosexual continues to decrease. People self identifying as Gay, Lesbian, or Bi-Sexual has remained the same as last year, with an increases in an identification of ‘other’, refused to answer, or did not know. (Pidd, Weaver, 2019).
Technological
Technological automation has called for measures to ensure fundamental workers rights. (Partington, 2019).
Legal
New sexual harassment will be brought in 2019 to clarify law in this area. “With over 40% of women saying that they have experienced unwanted sexual behaviour in the workplace at some point during their careers, robust government action to address this endemic problem is long overdue,” (Donaldson, 2019)
Environmental
Air pollution will get worse after no Brexit deal as EU regulation laws could be relaxed after exit (Taylor, 2019)
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Where do we want to be?
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China’s Economic Drivers
Middle Class Families Younger Consumers Spending Habits Omni-Channel Retailing The last trend that is driving the Chinese heterogeneous consumer market is Omni-Channel E-Commerce. By 2021, 90% of purchases will involve at least one digital touch point. Consumers need to be engaged digitally, whether that is when consumers search for prices, opening times, or reviews. They also want to be targeted emotionally, this is highlighted in another consumer profile, The Connected Consumer (Walters et al, 2017, pg 7). Sunspel need to infer an emotional benefit, with a justified price points explained through emotional value. They could do this through emphasising their British heritage story within marketing campaigns to evoke connotations associated with Britain. Harrods managing director, Michael Ward still uses “quintessential British experience, to court Chinese consumers” (Rapp, 2018). It was found in the primary research conducted that Millennial Chinese consumers respond best to “Simple and Cool” British looks (Appendix 8). Taking this into consideration Sunspel could take more of their classic looks to China, over their trend lead seasonal collections. 28
The first driver of the Chinese heterogeneous consumer market (diverse in character and content) is the growing segment of upper middle classes families. China’s GDP growth is slow, but consumer economy is growing in excess of 10% each year. Consumers are spending more money on discretionary goods such as apparel, but are trading up for better quality goods. (Walters et al, 2017, pg 5). Sunspels should consider targeting this consumer with a focus on the quality of their products, with emphasis on their sea island products to provide exclusivity for affluent consumers.
The second driver of this market is the spending habits of younger consumers. 18-35 year old consumer spending is predicted to rise sharply by 2021 by 11% to 2.6 trillion. Aggregate consumption will exceed that of the older generation. (Walters et al, 2017, pg 5). However, this has created a more savvy and demanding consumer. This has allowed for a new consumer type “The Savvy Shopper� (Walters et al, 2017, pg 7). Globalization, technology, and rising incomes have allowed consumers to become more independent on what products they buy. 88% of men in tier one cities, where Sunspel is already based in China, access apparel and grooming information online. Creating a relationship with an online blogger or magazine could provide increased sales from men within tier one cities.
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Womenswear has seen a new appreciation for “simplicity and boldness� (Zhang, 2018). Driven by familiar silhouettes with contemporary materials, colour, and textures. For example, pleather trench coats and fold front trousers. A-Line skirts are a key piece so Sunspel should bring their best selling A-Line tartan skirt when launching in China. An option to simultaneously engage the UK consumer would be to use clashing patterns, in line with Free Style macro trend.
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In response to Millennial and Gen Z purchasing power and Chinese innovations, colours have taken on a energetic neon or bright tones, again being influenced by the idea of updating classics (Zhang, 2018). As technology becomes incorporated into fashion, colours like ‘Bio Lime’ will be used in blocks or to accent classic shapes. Beauty trends are inspiring colour palettes in China, namely ‘Furnace’, an orangey-red has bled into both apparel and beauty (Zhang, 2018). This could influence product shots used for the Chinese audience to make a relevant social media impression on younger consumers who have larger purchasing power than their older counterparts. This could lead to increased online impressions and higher footfall to established Sunspel locations, which allow for an insight into possible locations for successfully establishing their own store in China.
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Retail Trends
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There is a big market for bottom of the pyramid apparel bought through TaoBao. Secondary research showed that lower tier cities are seeing the biggest growth in online sales, but if there is no demand for luxury items then Sunspel may not be successful within these locations. However, in a report released by Bain predicted “sales of luxury goods will grow between 20 and 22 percent in mainland China this year, at least doubling the rate of growth anywhere else in the world” (Zheng, 2018).
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The largest consumer profile in China identified by Euromonitor, are the “Secure Traditionalists” (Euromonitor, 2018). Making up 27% of China’s consumers, this is reluctant consumer segment is 51% male, who dislikes shopping and sticks to what they know, and prefer to buy branded goods. This puts Sunspels at a disadvantage, due to their simple, clean aesthetic. Sunspel need to make their consumer path is as simple as possible with digital touch points, and a fully cohesive experience to target this consumer.
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The cultural differences between the East and West can be devastating for brand if gotten wrong. Dolce and Gabbana had to cancel a fashion show due to racist campaign, and Burberry’s recent ‘Lunar New Year Celebration’ campaign, painted the brand as “tone deaf” (Pan, 2019)
Possible Barriers to Entering China
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Marketing Strategy Fig. 34.
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Long-Term Goals To expand into China, building awareness and demand for Sunspel, using e-commerce platforms as a route to market. To establish a social media awareness globally, using PR gifting as a vehicle to create meaningful relationships with influencers. To cultivate a space for Sunspel within the trend lead apparel market.
SMART Objectives To increase footfall into Sunspels existing stores by 25% over 12 months. To focus on growing active Chinese users by 30% over the group, by 2021. To increase fashion offering by 40% over 18 months To grow international social media impressions by 35% over 12 months.
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E-Commerce Platforms Koala
Cross-border platform selling ‘western’ brands. Offers three business models: wholesale buying, an online marketplace, or integration with a seller’s own website. Advised to set aside 20% of projected turnover for a targeted marketing campaign, Koala will only help with marketing if the brand is exclusive to them. Will also need to register your trademark with the Chinese Trademark Office. (Department for International Trade, 2018) 30 million registered users. Product positioning: Economy - luxury. Brands sold: Guess, Champion, Emporio Armani. Works through an app, as well as online. Email, Help centre, Social media, Telephone, Tutorials, Webchat Brand will need to provide product translation, and seller support, a local address to handle returns Parcel tracking required by marketplace. $15,000 deposit, and $1,000 annually. 2.0-10% commission. (GovUK, 2018)
Owned by Tencent, has 1.08 billion active users (Statista, 2018). Used as an all-in-one app including mobile payments, games, delivery services, ride hailing services, e-commerce, social networking, and online search. (The Motley Fool, Sun, 2018). A feature called ‘Enterprise’ for business communication (Cotton, 2019). A disadvantage is consumer data security, which could lead the modern, more demanding Chinese consumers to distrust brand associated with the app. (Borak, 2019)
Biggest stand alone social network, “revenue surged 44% year over year in the third quarter of 2018” (Green, 2018). 411 million users in last quarter, 184 million daily active users. Is a combination of “Twitter’s microblogs, Facebook’s social networking connections, Reddit’s portal-like discussion forums, and Yahoo’s news portals.” (The Motley Fool, Sun, 2018)
iQiyi
Video streaming service owned by Baidu. QuestMobile estimates it has 463 million, monthly active users. Closest rivals are Tencent video, and Alibaba’s Youku Tudou. All work on a freemium business model. (The Motley Fool, Sun, 2018)
TaoBao
Alibaba owned. Has 527 million monthly active users, according to QuestMobile. Similar to western Ebay. (Crunchbase, 2019)
Mobile Baidu
Most popular search app in China. In the last quarter, 78% of their revenue came from mobile app. Controls 80% of China’s mobile search market in April, according to StatCounter. (The Motley Fool, Sun, 2018)
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E-Commerce Platforms Analysis WeChat provides the most cohesive and convenient consumer experience out of all the platforms. Competitor Burberry has used WeChats ‘Shake’ feature to “invite followers to exclusively virtually attend new store openings and events” (Cotton, 2019) and in 2017, saw it’s global sales rise 4% due to WeChat advertising push (South China Morning Post, 2017). This provides the exclusivity of luxury service, but online. However, the popularity of the app might distract from the artisanal aspect of the brand. Koala would be a better choice for setting up an e-commerce presence, due to their experience in selling ‘western’ products, as a USP for Sunspel in the Chinese market is their British heritage. This would also be better than choosing TaoBao as this app usually sells lower quality, cheaper products. For social media, events, discounts, and reviews, WeChat would be a better option. Dior became of the first luxury brands to use WeChat’s live stream service, harnessing the platform’s ‘see now, buy now’ feature to facilitate purchases. The event took place in Chengdu and attracted 3.2 million users, with 38% of those being Millennials (Pan, 2018). This efficient browse, payment system is attractive to consumer segments ‘The Single Person’ and ‘Savvy Shopper’ (Walters et al, 2017), who are most likely to be attracted to Sunspels values. Primary research results found that 73% of those surveyed would be influenced to buy into a brand through a live stream (Appendix 6). Competitor Alibaba found that livestreaming sessions result in “1 out of 2 viewers will visit the related online store while watching the live stream” (KaiFeng, 2018).
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Year 1 Communications Plan
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Recommendation 1 Bicester Village, 3 Month Pop Up (October - December)
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“According to VisitBritain, more than 260,000 Chinese tourists visited the UK and total expenditure was more than £500 million in 2016” (Zhang, 2018) with “half of these Chinese visitors being 25-44 Millennials” (Zhang, 2018), which is in line with the new recommended target audience. With quick links from London Marylebone, Bicester Village is a hub for tourists and UK consumers. Spanning from October to December, which would include Golden Week selling period, which “in 2017 Chinese tourists spent £29 million in the UK” (Zhang, 2018). It would also capture UK consumers Christmas shopping period. For the budgeting please see Appendix 21.
Sunspel has a maturer menswear market, so when curating the pop up, the distribution should be, 70% Menswear and 30% Womenswear.
For the weekend of Golden Week (Friday 4th of October to Sunday 6th) 3 members of staff from Sunspel Marylebone would hand out 5,000 leaflets outside Marylebone station from 12pm-6pm (peak shopping time), which are redeemable at Bicester Village or Sunspels Marylebone store. RapidCampaign found “promotions influence 28% of consumers to spend more, 27% to buy from retailers they would not normally choose, and 25% to make purchases they would otherwise not have made” (Smith, 2015). Consum25-34 year old millennial men in the UK are ers would receive a 20% discount on all core driving premiumisation, but 52% of them will items that are not sold through sales. This hold out for discount (Mintel, 2017) meaning would introduce consumers into the brand they are likely to visit discount villages such through items that are less costly to produce. as Bicester more regularly.
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Recommendation 2 Discounted Bundles (January- August)
A micro trend identified by WGSN “Acclimatise to the Future” (Ketteniss, 2019) for 2021/22 explores the impact uncertain weather has on range planning. This combined with a spike in China’s outbound tourism, and China’s new consumer segment “Passionate Trend Seeker” (Walters et al, 2017) has lead to the next recommendation; creating small apparel bundles designed around a theme. Results from primary research (Appendix 18) shows a Basics Bundle, Winter Bundle, and Summer Bundle would be post popular, the detail of these bundles are as below. Despite the Summer Bundle being the third most popular, it would cost too much to produce at a price point attractive to consumers.
Bundle discounts give the consumer a perception of a better deal than specific item discounts. These three bundle sets will be sold in London and Chinese distributors with the highest footfall, surveys should be conducted over a week by staff in London, Shanghai, Chengdu, and Beijing as these cities have higher GDP ratios (PwC, 2018). 40% of the average price of the bundle will allow for the total cost. A limited amount of bundles will be released to flagship stores (Berlin, Osaka Japan, New York, and Marylebone) only. Specifically in the Japanese Sunspel store, Chinese tourists will receive discount on the bundles. “Japan has seen explosive growth from Chinese consumers, with retailers employing Chinese staff, offering exclusive promotions, and facilitating Chinese digital wallet payments (WeChat)” (Tanner, 2018). This recommendation is likely to cause short term loss or break even, for long term gain. “Teen Chinese consumers will come into brand not through usual hard luxury items or handbags, but through “hero products” that stretch across prices and product categories. They want products that underpin what makes the brand cool.” (Hall, Suen, 2018). Post 00 Chinese consumers are likely to enter Sunspel through hero pieces such as the T-Shirt, especially if it is a quick and easy process with WeChat payments in place. The usage of Chinese consumer discount in Japan should be tracked by tally to measure if implementing WeChat Pay would be worthwhile.
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Basic Bundle
Winter Bundle
Three items. Classic Cotton T-Shirt, white. Men’s Cotton Poplin Boxer Short, white/Cellular Cotton French Knickers, white. Archive White Sock/Cotton Ankle Sock
Three items. Men’s Cotton Loopback Sweatshirt (Grey and Turmeric. Found as key tones for A/W 19/20, under the Purpose Full macro trend. Elevated sportswear with accents of bright nostalgic colours (Ketteniss, 2018). Merino Wool Scarf in Navy. Cashmere Rib Hat in Charcoal Marl.
£75 for bundle, true value £129 (40% saving). Sold in recyclable cotton drawstring bag, appeals to Purpose Full global trend.
Sold in recyclable cotton drawstring bag, appeals to Purpose Full global trend
Comes in S/M/L as these sizes are most commonly sold out Comes in S/M/L for the sweatonline, suggesting most popular shirt, as these sizes are most sizes. commonly sold out online, suggesting most popular sizes. One size for both the scarf and beanie.
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Recommendation 3 PR Gifting (January)
These bundles would also be used to create relationships with influencers in both the UK and China (KOLs). It is recommended that Sunspel form relationships with an influencers from each city they inhabit, allowing for a bigger reach, with specific focus on China.
UK
Oliver Cheshire, @oliver_cheshire, British model. Sophisticated British style with a contemporary, young twist. Worked with brands like British GQ, The Gents Journal, and Marks and Spencer. Attend regular fashion events, with an average of 8,500 likes per post. Represent modern male elegance, James Bond aesthetic. His long term girlfriend, singer Pixie Lott could also be included in the gifting to demonstrate the unisex Winter Bundle
New York
Adam Gallagher, @iamgalla. His classic tailoring with a contemporary twist style would fit well within Sunspels design ethos. Previously worked with Hugo Boss and Ralph Lauren.
Berlin
Sami Slimani, @samislimani. 1.5 million Instagram followers. 200 million Youtube views. Based in Berlin. Has a younger, affluent style, with regular involvement with celebrities. Elements of his content may not be subtle enough to fit in with Sunspels brand image, however having a reach across multiple social media platforms would help strengthen awareness.
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China Yishu Gao. Weibo: 735k followers, WeChat: 148k followers. Focuses on the personal experiences and feelings found when wearing clothes. Once gifted she could tell her followers the Sunspel story, helping the brand establish emotionally with Millennial consumers. Siva Shen. Weibo: 43k followers, WeChat: 250k followers. Has an interest in not blindly following trends, likes looking at the niche brands with stories to tell.
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Perfect candidates for Sunspel as they focus on the niche brands that provide an emotional connection. They focus on the human journey consumers have with their clothing, which is in line with the final recommendation 43
Recommendation 4 Fashion Film (November)
The third recommendation is for Sunspel to create a fashion film. A recent trend in advertising for ASMR content has sparked big brands such as Ikea, Carphone Warehouse, and Harley Davidson to adopt the technique. Professor Tim Wheeler, Professor of Communication said “If an advertiser can give someone a pleasurable experience through sound, that person is going to be less critical when viewing the advertiser’s product,” and “It is not so much an appeal to reason as an appeal to emotion by the advertiser. If, simultaneously, the advertiser can put someone into a relaxed, passive state, that person is going to be much more susceptible to acting on that emotional appeal.” (Ferguson, 2018). In an increasingly technologically driven world, traditional forms of marketing in fashion are becoming digital. The fashion film could been seen as a virtual answer to what flagship stores stand for. Flagships are a transmission of the brand lifestyle to the consumer, “The products are not as important as the place itself and the broad variety of activities they offer related to culture, art, music, events or
digital experiences to mention some.” (Diaz Soloaga, 2016). A short fashion film would convey complex visual details quickly to new consumers in both UK and Chinese markets, increasing impressions quickly, leading to possible sales. However, “In June, China’s anti-pornography office banned all ASMR videos, claiming the move would “protect minors from harmful content” (Ferguson, 2018) so using this film in China may have a difficulties being aired due to government restrictions. Although, in the primary research it was found that a fashion film would persuade UK consumers, aged 18-34 to buy into a brand “If they focused on the story and brand essence rather than products” (Appendix, 16). The film will focus on the journey consumer go through with their clothing, expressing the detail and passion that goes into Sunspels clothing through ASMR and Macro filmography. The film would be released on Youtube, utilising influencer Sami Slimani if relationship is successful, Instagram, Facebook, and on Chinese app iQiyi.
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Fashion Film Mood Board
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Conclusion Sunspel are a heritage British brand looking to inhabit a contemporary space in modern fashion. Taking insight from the UK and Chinese markets, and understanding what drives them in a saturated fashion market, it is suggested that they target 25-34 year old millennials who demand high quality timeless fashion. Reputation should be improved within the UK before moving to China utilising the spike in outbound tourism to increase sales. If the recommendations are successful, Sunspel should look into the possibility of creating a simplistic, unisex logo collection of apparel, as primary research showed a positive reaction to this suggestion in Chinese market.
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Appendix 1
Appendix 2
Appendix 3
Appendix 4
Appendix 5
Appendix 7
Appendix 6 Appendix 8
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Appendix 9
Appendix 10
Appendix 11
Appendix 13
Appendix 12
Appendix 14 Appendix 16
Appendix 15
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Appendix 17
Appendix 18
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