Monsoon Maternity - Final Major Project by Margaret Osei-Bonsu

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CONTENTS PAGE: 1.

Execu2ve Summary & Introduc2on

The Proposal & Ansoﬀ

The Company

Marke2ng Mix (People)

Marke2ng Mix (Product)

Marke2ng Mix (Price)

Marke2ng Mix (Place)

Posi2on

Promo2on

10.

Persuasion

11.

Business Plan

12.  SWOT 13.

Conclusion

14.

Appendices

15.

Bibliography

16.

Image References

3 -‐ 4 5 – 6 7 – 10 11 – 22 23 – 42 43 -‐ 46 47 – 48 49 – 50 51 – 66 67 – 68 69 – 74 75 – 76 77 – 78 79 – 85 86 87 – 90

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Executive Summary

FIGURE. 1

The maternity wear market has seen an increase in sales primarily due to more interest in styles and trends within celebrity culture. With higher earnings, women can now afford a more fashionable pregnancy. During their pregnancy women acknowledge emerging trends and still seek brand authenticity and garment quality. Focusing on the 6 Pâ&#x20AC;&#x2122;s, this proposal seeks the most suitable approaches to appeal to Future Laboratories market typology - Generation Jones. The report will thoroughly analyse, explore and evaluate the current maternity market. In addition, the report demonstrates why the premium retailer Monsoon makes the most suitable match for this promising market. Monsoon is a retailer with market share remaining largely unchanged and wanting to expand. (Mintel, 2011) Thus maternity consumers are currently already consumers making Monsoon an obvious choice for this brand expansion. By referring to the brandâ&#x20AC;&#x2122;s current target market, demographics, marketing mix and competitors, this will support and illustrate a realistic approach for the sub-brand range to be an ultimate success. FIGURE. 2

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INTRODUCTION The Market Research and Analysis report illustrated the need for a more fashion conscious maternity range, which reflects the more affluent consumer of today. Women continuously seek innovative ways to express their lifestyle and feel they shouldn’t have to alter this behaviour simply because they have a bump. Newspapers such as The Financial Times support this and agree women feel marginalised and limited to choice when it come to maternity clothing. Fee Drummond, in The Financial Times, asks “Why should you suddenly have to change the quality and the way you are used to presenting yourself, just because you are pregnant?”(Gorton, 2010)

FIGURE. 3

Reports such as Mintel additionally assess the spending habits of the current maternity customer; the report suggests that the increase in the consumption of maternity clothing is primarily due to the growing interest of celebrity lifestyles and culture. (Mintel, 2011) FIGURE. 4

This report will further examine the proposed idea by continuing to explore the target market, marketing mix and competitors. The report will be supported with a wide range of secondary sources to reinforce the reason why this is indeed a realistic and profitable business proposition. In addition the majority of the work will strongly analyse Monsoon’s current demographics and target customer. By undertaking multiple interviews and setting up focus groups to fully comprehend what maternity consumers seek when purchasing their garments, there will be a sufficient amount of evidence to support the proposal. -5-

THE PROPOSAL With anticipated market growth and an increase in womenâ&#x20AC;&#x2122;s earnings, the current maternity market has failed to recognise the fashion conscious consumer, who wishes to remain stylish during her pregnancy. A rise in birth rates within the United Kingdom and women having more disposable income, mean Generation Jones seek a maternity wear range that is on trend and reflects their affluent lifestyle.

THE UNIQUE SELLING POINT THE QUALITY WILL REFLECT MONSOONS CORPORATE RESPONSIBILITY & CULTURE FIGURE. 5

Monsoon Maternity will supply occasional, day-to-day and work wear attire. The quality will reflect Monsoonâ&#x20AC;&#x2122;s corporate responsibility & culture differentiating them for its competitors. Monsoon works at a price margin that allows their garments to be made of substantial quality at a more competitive price than other high street brands however, is more affordable than designer maternity retailers.

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Ansoff Current Products

Matrix

Current Markets

MARKET PENETRATION

PRODUCT DEVELOPMENT

MARKET DEVELOPMENT New Marketa

New Products

DIVERSIFICATION

The Ansoff Matrix helps to identify the business strategy growth in terms of the market and the product. Monsoon Maternity will concentrate on market development and product development. The subbrand will sell both new products to existing customers and new products to new markets. This brand extension is due to Monsoon’s market share remaining largely unchanged and wanting to expand. By looking at effect on costs and income, this product development and business diversification will mean: higher margins, development costs and marketing costs. The proposal is a high risk for the brand however; it will also bring forth a niche market – early adopters and be a long-term investment for the company.

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Mission

Statement

The proposal is to expand the brand, incorporating Monsoon Maternity within the company’s current ethics and culture. Therefore the mission statement and company strategy remains as stated.

SUPPORTING ETHICAL DESIGN AND HANDICRAFTS TO CREATE FASHION THAT MAKES YOU BOTH LOOK AND FEEL GOOD. FIGURE. 6

Monsoon have an overall mission statement which summarises their company as a whole. They in addition provide a mini mission statement that reflects its individual sub brands. Monsoon launched in 1973 – This is the inspiration for Monsoon’s exclusive, in-house designed collection of unique, classic pieces, that range from sophisticated evening to casual day wear, and combine feminine styling with exotic colour, beautiful fabrics and detailed finishing. Monsoon Children launched in 2001 - From the practical to the perfect princess and dapper young gentleman, Monsoon Children has a range that more then meets any day and special occasion needs. Monsoon Fusion launched in 2006 - For women’s fashion with a more contemporary edge, the Monsoon Fusion capsule collection blends up to the minute catwalk trends with Monsoon signature styling. -8-

Monsoon has a mini mission statement that reflects each individual sub brand they uphold. The Monsoon Maternity range will in addition have its own mission statement. Monsoon Maternity launch 2013 - Monsoon Maternity. Offering the most fashion-forward yet comfortable maternity range, in great styles, colours and fabrics, show your style and embrace the bump.

SHOW YOUR STYLE AND EMBRACE THE BUMP. FIGURE. 7

THE COMPANY STRATEGY Living for a sustainable future - We don’t want to leave heavy footprints on our world, so encourage recycling and energy saving across our business. Our roots - We remain committed to our bohemian roots. Value that put people first - Through the Monsoon Accessorize Trust, we have been helping to improve the lives of disadvantage women and children in Asia since 1994 Strategy - Monsoon and Accessorize continues to grow in the UK and Eire and has careful expansion overseas, involving joint ventures. A key factor in Monsoon Accessorize’s success to date is that it is both people and product focused. The team believe this approach will continue to be a strategic driver in the future and will maintain the company’s distinctive orientation. (Peter Simon- Chairman/Founder, Monsoon, 2010)

HIGH FOOTFALL TRAVEL HUBS In terms of the company strategy Monsoon take into great consideration the locations of their stores. Monsoon and Accessorize are committed to new store openings in 2009 and beyond. Particular consideration will be given to stores that are located in: busy high streets, market town locations and high footfall travel hubs, such as airports, railways and tube stations. -9-

Monsoon is committed to ensuring high ethical standards throughout their supply chain. Provided by Monsoon Accessorize, this trading report gives a detailed outlook on their sourcing and ethical standards. In addition, the report goes in depth on the brand’s health and safety and working hours. It delivers the brand’s overall goal which is to create long-standing, sustainable relationships. (Appendix 1)

ETI ASSESSMENT OF PERFORMANCE An ETI Assessment of performance on an annual basis against: Commitment to ethical trading Integrating trade into company culture and business practices Capacity building for suppliers and others Identifying problems in the supply chain FIGURE. 8 Improvement actions Transparency

ATTRACTING EXISTING AND NEW MARKETS Monsoon goes into great lengths to assure what the consumers are purchasing is indeed handcrafted products. This alone stands as a unique selling point as customers are becoming more concerned on how environmentally friendly and ethical the products they’re purchasing are. This will also draw in the target consumer Generation Jones as Future Laboratory quotes “They like their brands, clean, simple, ethical, environmentally friendly and competitively priced.” (Future Laboratory, 2011) -10-

Company Objectives

The table gives a breakdown of the issues identified in 2012, using Ethical Trading Initiative (ETI) headings, across 327 supplier factories.

THE PRODUCT RANGE FIGURE. 9

“Monsoon is a brand with a highly distinctive identity. The intrinsic beauty of fabric, colour and technique so evident in the early sourcing of Monsoon’s products from the Far East, continues to exercise a strong influence. Today, Monsoon’s team of talented designers gather inspiration and ideas from around the world to create the Monsoon signature look. This is the inspiration for Monsoon’s exclusive, in-house designed collection of unique, classic pieces, that range from sophisticated evening to casual day wear, and combine feminine styling with exotic colour, beautiful fabrics and detailed finishing.” (Peter Simon- Chairman/Founder, Monsoon, 2010) -11-

THE GENERATION X The sub-brand will target the Generation X; they’re born between the years 1964-1984. However, they also target Future Laboratories market typology the Generation Jones. These sets of consumers are trend driven and likely to purchase the highest consumption of maternity clothing. Future Laboratory describes this market as “Committed, competitive, and slightly conservative in their beliefs.” (Future Laboratory, 2011)

FIGURE. 10

They are increasingly keen on being collaborative and fair in their day-to-day work practices and social activities.

THEIR LIFESTYLE Although they are active online, they are among the least likely to pay attention to internet advertising, or banners and click-throughs on the web. In fact, they tend to ignore these in much the same way they actively ignore overt marketing material such as the growing number of tipins found in their regular Sunday papers. (Future Laboratory, 2011)

FIGURE. 11

“And newspapers we read The Times, mainly The Sunday Times we don’t really have time to read newspapers everyday but we do get The Sunday Times.” (Interview with Jenny Esdaile, 2011)

Holidays are one of their few extravagances, and something they feel ‘entitled to’ – they often refer to these as a ‘well-earned treat’. (Future Laboratory, 2011) -12-

Marketing Mix HOUSEHOLD PRODUCTS

Jonesers like the equipment to be professional but finished in no-nonsense, easy-to-clean materials. Artisanal touches of ceramic, terracotta, slate and stone are welcomed, but nothing faux, rustic or country. Design for most Jonesers is about products that have a ‘visual’ weight and presence, some noted technical aspects (that they are keen to talk up), and familiar design names.

Demographic - The core age is between 25-34. These women enjoy premium high street shopping. Quality, style and brand play the most essential role when making a purchase. Occasionally opting for fast-fashion, their moderately high disposable income allows them to spend in the luxury market. However, these married women spend wisely as they are also mothers whose priority is their children, they will pay any price only if they feel it’s necessary. A healthy lifestyle and taking full awareness of the current economic crisis, they’re always prepared and equipped for the worst. Having savings and investing in the best of homes and locations, they are the academically literate and streetwise mothers-to-be. Economics - Within the maternity wear demographics the strongest customers amongst the socio – economic group are the AB. Mainly aged between 25-34. (Mintel, 2010) This demonstrates have enough earnings to purchase higher quantities of maternity clothing. Socio Economic Grade - AB Number of children – 0 to 4 FIGURE. 12 Current Marital Status – Married Working Status – Full-time/ Self-employed Household income - £50,000 or more ACORN – Wealthy Achievers Newspaper – Broadsheet Education – High Supermarket – Marks & Spencer/ Waitrose Information gathered from Mintel’s demographics ‘Where they buy their clothes’ report. (2011) -13-

Maslowâ&#x20AC;&#x2122;s Hierarchy FIGURE. 13

In terms of fashion brands, the Generation Jones and X like their die-hard familiars: Burberry, Nicole Farhi, LK Bennett, Bhs, Marks & Spencer, Principles, John Lewis, Next, Ted Baker, Whistles, Karen Millen, Boden, Racing Green and Coast.

FIGURE. 14

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THE GENERATION JONES Maslow’s hierarchy of needs suggests that people are motivated to fulfil basic needs before moving on to other, more advanced needs. (Cherry, 2012) By observing their buying habits it’s apparent that the factors that most concern them (taking into account they’re also pregnant consumers) is feeling a sense of belonging and love but also self esteem. FIGURE. 15

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THE GENERATION JONES Psychographic Profile - In terms of the diffusion of innovation curve, the Generation Jones and X sits at the early adpoters. These women are trend driven and influenced by celebrity styles and magazine features. The fashion conscious consumer wants to be up-to-date with trends even whilst pregnant. “Women want to look like themselves and not adopt a totally different style just because they are pregnant.” (Baukjen de Swaan Arons – Founder of Isabella Oliver.

FIGURE. 16

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Marketing Mix BUYING ATTITUDES

FIGURE. 17

‘Jonesers are essentially the first demographic group to have grown up with style as a series of lifestyle choices, but now they are post-fashion,’ says Mark Tungate, the Paris-based brand analyst and author of Luxury World. (Future Laboratory, 2011) Generation Jones is the children of the bust-and-boom Thatcher and Reagan years. This market typology alongside primary research gathered from the market analysis and research report, outlined four different consumer profiles. The profiles were discovered through focus groups and interviews with Monsoon Maternity’s potential customers. These are: The Indecisive Rookie, The Quality Essential, The Anything that Fits and The Colours and More Colours.

CONSUMER PROFILES The Indecisive Rookie is usually the youngest consumer of the Generation Jones; going into their first pregnancy these consumers feel the need to purchase everything. The Quality Essential consumer looks for nothing else but the background of how the garment was made. Constantly checking tags and wash labels this consumer want to be assured what she is purchasing will last. The Anything That Fits consumer has gone through it all. Now on her second to third pregnancy she requires items that will get her by the last few months. She couldn’t care less about what it looks like; if it does the job this consumer is content and satisfied. The Colours and More Colours is the wealthiest of the Generation Jones. This consumer is all about trends, and is not prepared to stop just because she has a bump. Style? She has it. Trend? She knows it. Latest goods? She wants it! -17-

THE INDECISIVE ROOKIE The Indecisive Rookie is aged from 25 - 28. The answers taken from questionnaires (Survey Monkey) and interviews proved that this age group of the Generation Jones and X are unsure what to purchase during their first pregnancy. Ultimately these consumers end up buying everything. However, if this consumer is attracted to your brand during their first experience, they could possibly return in further pregnancies to FIGURE. 18 come. The best way to market to this group is through promotions, as this is their first pregnancy; they will be looking in magazines such as Fit Pregnancy. The quotes below show the answers given in the questionnaire from this group. In terms of advertising, what is the most effective technique that would make you purchase a product whilst pregnant?

MAGAZINES & NEWSPAPERS Who do you think Monsoon Maternity’s competitors are likely to be?

H&M TOPSHOP NEXT When pregnant what strongly influenced your purchase in order of relevance: style, price and quality?

STYLE QUALITY FIGURE. 19 PRICE

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“On my first pregnancy, I still wanted to wear lots of colours so I bought anything that was fashionable. And if it was expensive I assumed it was good quality so I bought it all.” (Street Style interview, 2012)

QUALITY ESSENTIAL The Quality Essential consumer is more mature than the Indecisive Rookie. Her main concerns are the garment care and whether the shirt she is buying is made of 100% cotton. As she is very aware that good quality and organic products cost more, price isn’t her biggest concern.

FIGURE. 20

These consumers are likely to purchase from Monsoon Maternity, as Monsoon is a company who support ethical designs and handicrafts. Moderately concerned with trends it’s not however, their main focus. The answers below show their response to the questionnaire. In terms of advertising, what is the most effective technique that would make you purchase a product whilst pregnant?

FRIENDS & FAMILY When pregnant what strongly influenced your purchase in order of relevance: style, price and quality?

QUALITY PRICE STYLE “Really good quality soft jersey is a must, when you’re pregnant, your skin for some reason gets easily irritated during the pregnancy.” (Anna Eastern - focus group, 2012) Who do you think Monsoon Maternity’s competitors are likely to be?

ISABELLA OLIVER FIGURE. 21 JOJO MAMAN BEBE

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ANYTHING THAT FITS The Anything That Fits consumer has full knowledge of the maternity market. Now on her second or third pregnancy these are the older consumers of the Generation Jones and X. Just wanting to get threw the pregnancy in anything they can fit into, these consumers requirements from the maternity market is very basic. This market is the hardest to target as they know exactly what they are looking for when shopping. However, great customer service with opening questions draws these consumers to the brand alongside store cards, promotions and offers. With Monsoon currently offering free delivery with online purchases over £90, this could also apply to Monsoon Maternity, and could drive sales. FIGURE. 22

Below are responses given from questionnaires and interviews, which outline this type of consumer.

When pregnant what strongly influenced your purchase in order of relevance: style, price and quality?

PRICE QUALITY STYLE Who do you think Monsoon Maternity’s competitors are likely to be?

NEXT H&M

FIGURE. 23

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“And obviously because you’re not wearing it for long I didn’t want to spend too much money on it.” (Nicola Griggs – interview, 2011)

COLOURS & MORE COLOURS The Colours and More Colours consumer is influenced by style and current trends. She likes vibrant colours and dresses that show off the bump. This group of the Generation Jones and X like the die-hard familiar brands. Advertisements are the best marketing approach to attract them such as billboards and magazines. FIGURE. 24

The primary research below show the answers provided by the Colours and More Colours consumer in both questionnaires and interviews. Do you think a sub brand like Monsoon Maternity needs to advertise?

YES THEY NEED TO ADVERTISE When pregnant what strongly influenced your purchase in order of relevance: style, price and quality?

STYLE QUALITY PRICE Who do you think Monsoon Maternity’s competitors are likely to be?

ISABELLA OLIVER TOPSHOP “I don’t know why suddenly you could be a Topshop customer and you know buy all the vibrant colours and suddenly you’re pregnant and they just tone it all down.” (Clare Macintosh – interview, 2011)

FIGURE. 25

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SUMMARISING THE CONSUMER PROFILES Overall the consumer profiles proved that Monsoon Maternity have an existing demographic they can market to. These four consumer types are likely to purchase from the brand if specific marketing techniques are used. This is shown in the promotion. Below also displays the outcomes in terms of percentages from the questionnaires. (Appendix. 2) FIGURE. 26

38.5% LOOK FOR STYLE IN MATERNITY CLOTHING 65.4% DONâ&#x20AC;&#x2122;T THINK THE CURRENT MARKET IS FASHIONABLE 72.5% CHOSE MAGAZINES AND NEWSPAPER FOR ADVERTISNG The table below summarises: the questionnaires, focus groups and interviews in terms of the four consumer profiles. It indicates who is likely to bring forth sales to the Monsoon Maternity range. Bring forth sales in order of likeliness: Colours & More colours Indecisive Rookie Quality Essential Anything that fits -22-

THE GENERATION X Secondary sources such as newspaper articles also proved that the Generation X is an affluent market to approach and much likely to purchase quality items.

FIGURE. 27

‘SURPRISE: GENERATION X ARE DOING WELL.’ ‘According to a new study, the generation accused by many to be insecure, angst-ridden, and underachieving is actually leading active, balanced and happy lives.’ (Psych Central, 2011)

STELLA MCCARTNEY LOOKS TO GENERATION X “Frederick Lukoff, chief executive of the fashion brand Stella McCartney, talks to the FT’s fashion editor Vanessa Friedman about the new wave of consumers that are buying luxury brands.” (The Financial Times, 2011)

FT BUSINESS OF LUXURY SUMMIT: AMEX DISCOVERS A NEW LUXURY CONSUMER ‘Yes, post-recession, the Amex folks say Generation X, that notoriously disaffected, post-Boomer, set of 29 to 46 year olds, has emerged as the hottest new purchasers of luxury goods.’ (The Financial Times, 2011)

GEN X SPEND MORE TO GET HIGHQUALITY INGREDIENTS

‘Gen X is at the intersection of personal wealth and sophistication. Quality Seekers are almost cult-like loyal followers to high-quality, localized brands such as Trader Joe’s. Quality Seekers are willing to spend more to get high-quality ingredients.’ (Sparxoo – examining demographics, 2011) -23-

The product range was thoroughly thought through taking into consideration: the cost of Monson’s current range, the average pricing of maternity clothing and how much customers are willing to pay for the range. By having this knowledge, the pricing and the overall look of the range can be: realistic, marketable to the target consumer and profitable. I held a focus group in order to retrieve the necessary information on the maternity market.

THE STYLE The style of the range will be very fashion driven. The range will continue to feature Monsoon’s intrinsic beauty of fabric, colour and technique, which is sourced from the Far East. Within the Maternity range, women are looking for both practical everyday garments and occasional, which Monsoon will also incorporate into their collection. By having this knowledge, the pricing and the overall look of the range can be: realistic, marketable to the consumer and profitable. I held a focus group in order to retrieve the necessary information on the maternity market.

FIGURE. 28

IF YOU GET THE BASICS RIGHT AND HAVE THE CAPSULE WARDROBE, YOU THEN ONLY NEED TO ACTUALLY INJECT A FEW KIND OF QUIRKY FASHION ITEMS. -24-

“One thing I would say if you are launching a maternity line is, if you get the basics right and have the capsule wardrobe, you then only need to actually inject a few kind of quirky fashion items. So actually from a retailers prospective you could probably have your core collection and update it season by season.” (Anna Eastern – focus group, 2012) Research has shown women are becoming more proud of their bump and want to show off that they’re pregnant. The Monsoon Maternity range will have garments, which emphasize on the bump, but still compliment the figure. “For me I think it’s nice to be tight at the front but something at the back, so you have a nice tight top and can see your shape and how you actually look.” (Carin Hoad – focus group, 2012)

Product Range

FABRICS & QUALITY The fabrics will use a lot of Elastane, primary research has shown women don’t want to spend a fortune on maternity clothing if it cant be worn postnatal. By having stretchy garments instead of predominately larger clothes this allows the garment to worn both during the pregnancy and a considerable amount longer after.

I WAS ALWAYS ON THE LOOK OUT FOR 100% COTTON OR NATURAL FABRICS.

“You spend a lot of money on maternity wear and as soon as it’s up it’s all redundant.”(Clare Groves – focus group, 2012) FIGURE. 29

The quality will remain the same as Monsoon produce quality garments, which are environmentally friendly, including quality fabrics and hand made embroidery on the clothes. It’s got to be easy because often you wear maternity you’re tired or you have the baby, you don’t want to be dry-cleaning things. Its got to be washable, its got to be easy to dry, its got to keep its shape, its got to keep its colour, so you do want quality fabrics. (Anna Eastern – focus group, 2012) Monsoon is good quality, nice cotton, whereas Hennes you get a lot of man made fibers. (Clare Groves – focus group, 2012) -25-

MONSOON MATERNITY -26-

The Monsoon Maternity range will be a 24-piece collection, ranging from daily casuals to occasional wear. The range will be available both online and in Monsoon flagship stores across the UK. Both primary and secondary research proved that women wanted more fashion driven maternity clothes. However, they also want the garments to be made of good quality fabrics that are easy to wash and have longevity.

SPRING/SUMMER 2013 -27-

The product range will incorporate Monsoonâ&#x20AC;&#x2122;s current brand identity by having intrinsic beauty of fabric, colour and technique. The jersey blouses and tops will be made of 100% cotton so that the garment is both of good quality but also comfortable.

MONSOON MATERNITY -28-

By incorporating all thee above into the range Monsoon Maternity delivers the gap in market for good quality maternity clothing for the fashion conscious consumer.

SPRING/SUMMER 2013 -29-

CAD Range Plan STYLE

SKETCH

FABRIC

COLOURS

SIZES

RRP £

Cost with 7 £28.00 £7

Acid Wash Tunic

100% Cotton

8 to 18

Dipped Hem Swing Vest

100 % Viscose

8 to 18

£22.00

Mid Blue Jean with Jersey Band

98% Cotton

8 to 18

£45.00

£1

Indigo Skinny Jeans with Jersey Band

98% Cotton

8 to 18

£40.00

£1

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£6

2% Elastane

SPRING SUMMER 2013 COLLECTION MONSOON 24 PIECE COLLECTION MATERNITY After finding out what the collection should like, my next aim was to find CAD’s which looked similar to collection. Using Photoshop and Illustrator I was able to achieve this.

Cost ACTUAL Margin TOTAL Total with 72% COST achieved QUANTITY Cost Total Retail £28.00 £7.84 £8.00 71.43% 1800 £14,400.00 £50,400.00

Total Margin 71.43%

£22.00

£6.16

£6.00

72.73%

1600

£9,600.00

£35,200.00

72.73%

£45.00

£12.60

£12.50

72.22%

1800

£22,500.00

£81,000.00

72.22%

£40.00

£11.20

£12.00

70.00%

1400

£16,800.00

£56,000.00

70.00%

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CAD Range Plan STYLE

SKETCH

FABRIC

COLOURS

SIZES

Cost with 7 £50.00 £16

Ultra Skinny Jean with Band

98% Cotton

Boyfriend Tee

100% Cotton

8 to 18

£25.00

£8

Cotton Tunic with Lace

100% Cotton

8 to 18

£45.00

£14

Skinny Jean

98% Cotton

8 to 18

£45.00

£14

2% Elastane

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8 to 18

RRP £

SPRING SUMMER 2013 COLLECTION MONSOON 24 PIECE COLLECTION MATERNITY The Monsoon Maternity spring summer 2013 collection is made of 24 pieces. The collection will be distributed to Monsoon flagship stores across the UK. Monsoon has 50 flagship stores. An average of 20 pieces per a garment will be sent to the stores with higher quantities in basics and popular styles.

Cost ACTUAL Margin TOTAL Total with 72% COST achieved QUANTITY Cost Total Retail £50.00 £16.00 £14.00 72.00% 1400 £19,600.00 £70,000.00

Total Margin 72.00%

£25.00

£8.00

£7.00

72.00%

1800

£12,600.00

£45,000.00

72.00%

£45.00

£14.40

£12.50

72.22%

1200

£15,000.00

£54,000.00

72.22%

£45.00

£14.40

£12.50

72.22%

1400

£17,500.00

£63,000.00

72.22%

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CAD Range Plan STYLE

SKETCH

FABRIC

COLOURS

SIZES

RRP £

Cost with 7 £45.00 £1

Shirt with Panther Print

100% Viscose

8 to 18

Dragonfly Print Shirt

100% Polyster

8 to 18

£38.00

£1

Button Detail Blouse

100% Cotton

8 to 18

£45.00

£1

Pocket Detail Shirt

97% Cotton

8 to 18

£35.00

£1

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3% Elastane

SPRING SUMMER 2013 COLLECTION MONSOON 24 PIECE COLLECTION MATERNITY

Cost ACTUAL Margin TOTAL Total with 72% COST achieved QUANTITY Cost Total Retail £45.00 £14.40 £12.50 72.22% 1200 £15,000.00 £54,000.00

Total Margin 72.22%

£38.00

£12.16

£11.00

71.05%

1200

£13,200.00

£45,600.00

71.05%

£45.00

£14.40

£12.50

72.22%

1600

£20,000.00

£72,000.00

72.22%

£35.00

£11.20

£9.50

72.86%

1600

£15,200.00

£56,000.00

72.86%

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CAD Range Plan STYLE

SKETCH

FABRIC

COLOURS

SIZES

RRP £

Cost with 7 £28.00 £8

3/4 Sleeve Top in Breton Stripe

100% Cotton

8 to 18

Knitted Stripe Dress

100% Acrylic

8 to 18

£45.00

£1

Belted Dress with Scoop Neck

100% Polyester

8 to 18

£55.00

£1

Knitted Stripe Dress

100% Acrylic

8 to 18

£45.00

£1

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SPRING SUMMER 2013 COLLECTION MONSOON 24 PIECE COLLECTION MATERNITY

Cost ACTUAL Margin TOTAL Total with 72% COST achieved QUANTITY Cost Total Retail £28.00 £8.96 £8.00 71.43% 1400 £11,200.00 £39,200.00

Total Margin 71.43%

£45.00

£14.40

£12.20

72.89%

1400

£17,080.00

£63,000.00

72.89%

£55.00

£17.60

£15.50

71.82%

1200

£18,600.00

£66,000.00

71.82%

£45.00

£14.40

£12.00

73.33%

1200

£14,400.00

£54,000.00

73.33%

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CAD Range Plan STYLE

SKETCH

FABRIC

COLOURS

SIZES

RRP £

Cost with 7 £65.00 £2

Floral Tea Dress

100% Polyester

8 to 18

Wrap Chiffon Sleeve Dress

95% Viscose

8 to 18

£75.00

£2

Shift Dress with Cutwork

100% Viscose

8 to 18

£75.00

£2

Tulip Dress

100% Polyester

8 to 18

£65.00

£2

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5% Elastane

SIZES

8 to 18

SPRING SUMMER 2013 COLLECTION MONSOON 24 PIECE COLLECTION MATERNITY

RRP £

Cost ACTUAL Margin TOTAL Total with 72% COST achieved QUANTITY Cost Total Retail £65.00 £20.80 £18.00 72.31% 1000 £18,000.00 £65,000.00

Total Margin 72.31%

8 to 18

£75.00

£24.00

£22.00

70.67%

1000

£22,000.00

£75,000.00

70.67%

8 to 18

£75.00

£24.00

£22.00

70.67%

1200

£26,400.00

£90,000.00

70.67%

8 to 18

£65.00

£20.80

£17.00

73.85%

1200

£20,400.00

£78,000.00

73.85%

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CAD Range Plan STYLE

SKETCH

FABRIC

COLOURS

SIZES

Cost with 7 £65.00 £2

Koscian Wrap Dress

57% Viscose

Chiffon Kaftan Dress

100% Polyester

8 to 18

£55.00

£1

Embellishment Dress

100% Polyester

8 to 18

£65.00

£2

Wrap Dress with Tulip Skirt

100% Polyester

8 to 18

£59.00

£1

TOTAL -40-

8 to 18

RRP £

43% Cotton

£1,160.00 £371

SIZES

8 to 18

SPRING SUMMER 2013 COLLECTION MONSOON 24 PIECE COLLECTION MATERNITY

RRP £

Cost ACTUAL Margin TOTAL Total with 72% COST achieved QUANTITY Cost Total Retail £65.00 £20.80 £17.80 72.62% 1200 £21,360.00 £78,000.00

Total Margin 72.62%

8 to 18

£55.00

£17.60

£15.50

71.82%

1400

£21,700.00

£77,000.00

71.82%

8 to 18

£65.00

£20.80

£17.80

72.62%

1400

£24,920.00

£91,000.00

72.62%

8 to 18

£59.00

£18.88

£16.00

72.88%

1200

£19,200.00

£70,800.00

72.88%

£1,160.00 £371.20 £323.80 72.10%

32,800 £426,660.00

£1,529,200.00 72.10% -41-

Sourcing Strategy BUDGET PUT TOGETHER TO MARKET RESEARCH AND ANALYSIS FOR LAUNCH MONSOON è THE RANGE MATERNITY FOR PITCHED SPRING SUMMER 2013

è

BUYERS AND DESIGN TEAM PRODUCE THE RANGE

è

RAW MATERIALS AND FABRIC TRIMS

è

FIRST SAMPLES SENT TO SUPPLIERS IN INDIA

FABRIC SOURCING ORDERS PLACED

è SAMPLE FITTINGS

è FINAL ORDERS SENT TO SUPPLIER

è

QUALITY CONTROL è INSPECTION

-42-

PRE-RETAIL AND PACKAGING

è

FINAL COLLECTION SENT TO FLAGSHIP STORES ACROSS THE UK

In order to write the sourcing strategy, research into how Monsoon currently sources their range was needed. My retrieving reports from Monsoon, this gave an outline as to how to source the Monsoon Maternity range. Monsoon is committed to ethical trading and integrating ethical trade into their company culture and business practices. (Peter Simon – Chairman/Founder, 2011) Therefore, this will be incorporated into the sourcing strategy of Monsoon Maternity.

è

PR TEAM ANALYSES PRESS DAY REVIEWS

PHOTO SHOOT AND LOOK BOOK

è

MONSOON MATERNITY EXHIBITED FOR PRESS DAY

è

FIRST SAMPLE READY FOR PROMOTIONAL CAMPAIGN

è

COLLECTION è DISPATCHED INTO WAREHOUSE READY TO BE DISTRIBUTED

FACE OF MONSOON MATERNITY HIRED

SHIPPED FROM INDIA TO THE UK (DURATION 4 WEEKS)

-43-

THE PRICING STRATEGY With pricing it’s important that it reflects the brands consumer lifestyle and demographic. If it becomes too affordable, consumers may lose interest as feel the brand is using cheaper materials or fabrics that are weakening the quality of the garments, thus making it lower priced. If brands however, increase the price its current customer may not be able to afford its preferred retailer and result to other brands that stock similar goods at a more affordable price. At present Monsoon has a surprisingly affluent customer base even relative to the likes of John Lewis and House of Fraser. (Mintel, 2011) It’s important for Monsoon Maternity to reflect the customer base by maintaining the price points of the current Monsoon range. FIGURE. 30

THE PRICING POLICY

Monsoon’s prices are reflected in their support for ethical designs and handicrafts. The clothes are made of great quality and style. Committed to their bohemian roots the clothes are colourful and always on trend.

After analysing Mintel’s Monsoon Clothing Retailing UK reports, their prices are influenced by their consumer’s demographics and lifestyle. As these customer’s are working women with a combined household income of £50,000 or more, they are able to afford clothing at premium high street prices. (Mintel, 2010) Even with a relatively high disposable income, these consumers evaluate their purchases in terms of whether it’s necessary or has longevity.

MONSOON’S PRICES REFLECT THEIR SUPPORT FOR ETHICAL DESIGNS AND HANDICRAFTS -44-

Pricing Policy Things taken into account to estimate costs for Monsoon Maternity Spring Summer 2013:

PREMIUM HIGH STREET PRICE POINTS TO REFLECT THE BRAND THE CUSTOMER’S BUYING ATTITUDE IS RATIONAL MONSOON HAVE A AFFLUENT CUSTOMER BASE TO THE LIKES OF JOHN LEWIS AND HOUSE OF FRASER THE PRICE RANGE COMPARED TO ITS COMPETITORS FIGURE. 31

THE COST OF SPRING SUMMER FABRICS AND DESIGNS -45-

THE PRICE BAND MATRIX Through analysing Monsoon Maternity’s likely competitors, there is no maternity retailer (specialists or non- specialist) that offers maternity clothing at price points, which cater to the Generation Jones. The target market for this range also agreed when asked in a focus group. “Prices were either to high or just to cheap which was really reflected in its quality. “(Anna Eastern - focus group, 2012) This price band matrix shows the leading and exit prices with the stores that the Generation Jones currently substitutes to.

Dresses Monson Maternity

Entry Price – Median Price – Exit Price £50 £90 £160

Isabella Oliver

Tops Monson Maternity

Entry Price – Median Price – Exit Price £27 £45 £55

Isabella Oliver

Tunics & Kaftans Monson Maternity

Entry Price – Median Price – Exit Price £25 £50 £80

Isabella Oliver

Entry Price – Median Price – Exit Price £89 £149 £299

Entry Price – Median Price – Exit Price £29 £59 £89

Entry Price – Median Price – Exit Price £79 £89 £129

Entry Price – Median Price – Exit Price £25 £30 £45

Entry Price – Median Price – Exit Price £12 £22 £32

Entry Price – Median Price – Exit Price £16 £39 £45

-46-

MONSOON MATERNITY S/S 13 The prices listed below is the price brand matrix for the Monsoon Maternity range, the current Monsoon range has influenced these prices. The prices have been compared with Monsoon Maternity’s two strongest competitors Isabella Oliver and Next.

Jersey Monson Maternity

Entry Price – Median Price – Exit Price £18 £35 £55

Isabella Oliver

Entry Price – Median Price – Exit Price £29 £49 £59

Entry Price – Median Price – Exit Price £15 £25 £45

Trousers & Jeans Monson Maternity

Entry Price – Median Price – Exit Price £30 £50 £70

Isabella Oliver

Skirts Monson Maternity

Entry Price – Median Price – Exit Price £25 £45 £65

Isabella Oliver

Entry Price – Median Price – Exit Price £95 £95 £99

Entry Price – Median Price – Exit Price £49 £69 £89

Entry Price – Median Price – Exit Price £18 £40 £57

Entry Price – Median Price – Exit Price £17 £35 £45

-47-

50 FLAGSHIP STORES Monsoon has over 400 stores in the United Kingdom and 50 flag ship stores. These stores offer a click and collect service to online customers. The Monsoon Maternity range will first be distributed to flagships stores across the UK. If there is a positive response to the range, it will then be further distributed to other large stores across the United Kingdom.

MONSOON MATERNITY AVAILABLE IN ALL MONSOON FLAGSHIP STORES ACROSS THE UK

FIGURE. 32

FIGURE. 33

-48-

Distribution Strategy These stores will give the exposure the new sub brand will need as all Monsoon stores are located on: busy high streets, market town locations and high footfall travel hubs, such as airports, railways and tube stations. (Monsoon Properties, 2009)

FIGURE. 34

Currently Monsoon’s strategy of multi-channelling retailing is through store activities and online. Monsoon Maternity will continue this method as has proven to be a success with Monsoon’s other sub brands Fusion and Children.

MONSOON MATERNITY AVAILABLE ONLINE UK (ONLY) FREE STANDARD DELIVERY ON ALL ORDERS OVER £90 “Delivery costs are one of the main reasons preventing consumers from shopping online.” (Drapers, 2010) With Monsoon’s bestsellers being dresses averaging to £90, (Mintel, 2011) this makes great online sales, as standard deliveries are free when orders are over £90. Monsoon Maternity will also like the main brand limit its distribution centers to target best selling stores without having to use intermediaries. This will mean: going from the manufacturer, to the warehouse, into the chosen retailer and then straight to the consumer. -49-

Price/Style Matrix

This price style matrix displays where maternity wear retailers currently sit and where Monsoon would be positioned in the market. Monsoon Maternity will be high fashion, but also competitively priced sitting below Isabella Oliver. Customers, who desire a more fashion conscious range, made of great quality and design at a competitive price will opt for the Monsoon Maternity range.The other companies chosen are on the basis of what they currently offer the maternity market in terms of: style, pricing and quality. FIGURE. 35

Its strongest competitor will most likely be Next. They are a non-specialist retailer, however, profiting largely from the maternity market. (Mintel, 2011) Moreover, with many of Monsoonâ&#x20AC;&#x2122;s current stores positioned near a Next store, customers will ultimately consider looking at what both retailers have to offer. -50-

KEY COMPETITORS Questionnaires proved that the key competitors for Monsoon Maternity were: Jojo Maman Bebe, Isabella Oliver, H&M, Next. These specialist and non-specialist stores are currently performing the best in the UK market. (Mintel, 2011) By analysing their specific products and comparing them to what Monsoon Maternity will deliver, will examine the likely success of the sub-brand. Moreover, the information retrieved by the competitors can be utilised to create a sub-brand that out performs the current market.

JOJO MAMAN BEBE

FIGURE. 36

Jojo Maman Bebe is mainly a competitor due to being a maternity specialists retailer. “Consumers are likely to opt for maternity specialists brands especially during their first pregnancy.” (Anna Eastern, focus group} Jojo Maman Bebe also delivers great customer service and an overall enjoyable shopping experience. If Monsoon Maternity is able to deliver this, which is already evident in their existing stores, Jojo Maman Bebe will not be a huge threat as primary research has shown the clothes fail to keep up with current trends, which Monsoon Maternity will convey.

ISABELLA OLIVER Isabella Oliver’s mission statement is, “For the modern woman who wants stylish and flattering maternity clothing in pregnancy friendly fabrics.” Isabella Oliver portrays exactly what Monsoon Maternity will bring into the market in terms of good quality and fashionable garments. Primary research shows however, customers reluctantly shop at this maternity specialist retailer, but seek a brand that offers what they produce at a slightly lower price margin. This is where Monsoon Maternity fills the gap in the market.

HENNES & MAURTIZ H&M is only a competitor due to producing fashionable maternity garments at a low price. In terms of current trends and style H&M might be a threat to the Monsoon Maternity range. However, the target market is different as Monsoon Maternity caters to consumers who seek fashion and quality, so H&M will not be a huge competitor to the new sub brand.

NEXT NEXT is possibly the strongest competitor of Monsoon Maternity, as it’s the third most shopped retailer in Britain. (Mintel, 2011) With Moderately stylish maternity designs at slightly competitive prices, Monsoon Maternity may face struggle to compete with NEXT. Conversely, NEXT have heaps of sub brands with maternity not being their strongest focus. (Mintel, 2011) By Monsoon Maternity promoting the range in addition producing better quality garments, this will allow the opportunity to take NEXT’s customers. -51-

Promotion Research has proven that the best way to market to the Generation Jones and X is a mixture of both, above the line (ATL) and below the line (BTL) marketing. By looking at secondary information, this provided a solid amount of evidence on the best approach to market the Monsoon Maternity range. Primary research also contributed as proved where maternity customers found, and looked for advertising whilst they were pregnant.

FIGURE. 37

“You can make any claim you want with Generation X, but you have to be completely genuine, relevant and transparent, because they will check it out.” (Emarketer, 2011) “In terms of promotion, I would get in earlier because by the time you know about the mums and babies club you’ve already been pregnant.” (Anna Eastern – focus group, 2012) “Stay honest and don’t assume that what is popular is popular with the Generation X” (eHow Contributor, 2011)

“What you want to do is get in with the mother on her first pregnancy because then you get the repeat purchasing. So I would target the demographic, late twenties and I would target fashion magazines as well as traditional reads like Doctors Surgery.” (Clare Groves – focus group, 2012)

FIGURE. 38

“If you look at Red or InStyle and you look at the back pages, you will see people like Isabella Oliver and Seraphine advertise there. “ (Anna Eastern – focus group, 2012) “We try to be transparent in the way we communicate to Generation X and that’s why this whole word-of-mouth approach through social media is valuable.” (Linda Gangeri, Manager of National Advertising – Volvo cars, 2011)

-52-

ADVERTISING These primary and secondary quotes supported the methods taken to promote the Monsoon Maternity range. Monsoon Maternity will have small advertisements on the back of pregnancy magazines such as Mother & Baby and Pregnancy & Birth. It will also promote seasonally in fashion magazines, when featuring pregnancy articles or a pregnant celebrity spread. This will mainly be in magazines such as Elle, Grazia or InStyle. ‘Grazia, recognised and rewarded by the PPA last year as the “Media Icon of our Age”, recorded its eighth consecutive increase with sales up to 228,694 every week.’ (Bauer Media, 2012)

FIGURE. 39

‘Grazia now reaches more AB women than ever before (NRS) and this upscale audience combined with its premium editorial environment and weekly frequency has driven new fashion advertisers to the brand (NMR).’ (Bauer Media, 2012 ‘Total circulation in the women’s lifestyle/fashion magazines sector shrank 1.3 per cent in the second half of 2011 to 6,863,314, with Glamour maintaining its hold as the best-selling print title.’ (Press Gazette, 2012)

BELOW THE LINE MARKETING By doing more personal marketing this engages with the consumer and builds up a friendship. This will lead to brand loyalty, making it more effective within sales for the company in the long run.

FIGURE. 40

Monsoon currently offer an email newsletter sign up these usually include: previews, season launches, special offers, sale invitations, competitions, Monsoon Accessorize events and party news and new delivery destinations. This newsletter will also be used to inform current customers of the new Monsoon Maternity range. “The White Company does lots of posted mail outs and they do little ones, so I literally get something from The White Company every month.” (Sarah King – focus group, 2012) -53-

PUBLIC RELATIONS The PR campaign will mainly be through: social media sites such as maternity blogs and also on morning talk shows.

Monsoon will also promote the range on their Facebook and Twitter pages as they have 79, 908 likes on Facebook and 10,067 followers on Twitter.

-54-

The maternity blog ‘trechicmama’ is the most suitable site to advertise the range. Many pregnant women go on the site to get maternity fashion inspiration and share their maternity street style.

FIGURE. 41

‘TRESCHICMAMA is a one-stop destination for fashion-conscious women who want a daily dose of inspiration to live in style while expecting and beyond.’ “People usually when they find out they’re pregnant and it’s their first time they will log onto something baby center.” (Anna Eastern – focus group, 2012)

FIGURE. 42

When launching Monsoon Maternity, the first collection will be featured of This Morning’s ‘Style & Beauty’ discussion. Where a pregnant Abbey Clancy and Holly Willoughby gave a guide to what’s hot on the high street for spring/summer. -55-

IN - STORE FIGURE. 43

Monsoon Maternity will be located in flagship stores across the UK. Current and regular Monsoon customers will be fully aware of the new range, as posters will be displayed on the store windows and on the cash desk. Monsoon as a company will not have to change the floor plan, as they will simply use their visual merchandising team to create space for the new range.

POSTERS DISPLAYED ON STORE WINDOWS AND CASH DESK LOCATED ON THE GROUND FLOOR The company will take into consideration the consumer and place Monsoon Maternity on the ground floor. The range will be located next to the fitting room, so they have easy access to clothes if require a different size.

FIGURE. 44

Staff will have a product style file, which they can refer to if customers inquire about the quality and the fabrics. This useful information will quickly inform the customers whilst they are in store, what makes the range unique from other maternity retailers.

-56-

Visual Merchandising The Monsoon Maternity range will have its own visual merchandising team to differentiate from the original Monsoon collection. Stills of the photo shoot will be placed on the walls near the collection so consumers can quickly identify wear the range when they enter the store. FIGURE. 45

VISUAL LAYOUT WILL CHANGE SEASONALLY TO KEEP UP WITH TRENDS The visual merchandising will change seasonally to keep consumers interested in the collection and more importantly show the collection is keeping up with the current trends.

STILLS OF THE PHOTO SHOOT WILL BE PLACED ON THE WALLS

FIGURE. 46

-57-

THE NEW BRAND DNA PYRAMID For the new brand DNA, itâ&#x20AC;&#x2122;s important for Monsoon Maternity to continue to reflect Monsoonâ&#x20AC;&#x2122;s culture and ethics. Monsoon takes pride in their bohemian roots and handicrafts. The new brand DNA simply emphasizes more on the quality and style, as this is what is currently missing from the maternity market.

Personality Values Emotional Benefits Physical Benefits Attributes Positioning

-58-

-59-

Online Monsoonâ&#x20AC;&#x2122;s website will remain the same as the website is exciting and reflects Monsoonâ&#x20AC;&#x2122;s unique brand identity. The website will simply incorporate Monsoon Maternity, this will allow customers to make online transactions as well as purchasing from participating stores.

The website will also allow consumers to see behind the scenes footage of how the range was put together and the photo shoot. This will make customers feel they are apart of the brand expansion and stay interested in the new sub brand.

-60-

MATERNITY

MATERNITY MATERNITY

WEBSITE WILL STILL REFLECT MONSOON’S UNIQUE BRAND INDENTITY

-61-

Special Events

For the launch of Monsoon Maternity, the sub brand will hold a press day. This event will give Monsoon the opportunity to showcase the new sub brand to press and relevant media. Monsoon currently holds press days twice a year for autumn/winter and spring summer. Each year Monsoon has a theme, which is inspired by events that are taking place globally or a rising trend.

FIGURE. 47

MONSOON MATERNITY PRESS DAY WILL BE THEMED Monsoon Maternityâ&#x20AC;&#x2122;s press day will be inspired by the trends listed in the trend pack (Natural Enamour and Bohemian Floral) The theme should attract both fashion magazines and publications alongside maternity bloggers, as itâ&#x20AC;&#x2122;s taking fashion and maternity to a level of its own.

FIGURE. 48

-62-

PRESS DAY HELD IN FLAGSHIP STORE

PRESS DAY FIGURE. 49

The event will be held in their London flagship store, allowing all attendees to have the first look at the range with the option to buy from the collection. Maternity brands, specialist or non-specialist currently do not hold any press days, this will be a first making it an exciting topic for maternity publications. If press take an interest this will generate buzz and potentially reach the consumers in time for the store launch.

THE FIRST NONSPECIALIST MATERNITY RETAILER TO HOLD A PRESS DAY WILL CREATE BUZZ â&#x20AC;&#x153;I loved the variation of colours from more subtle hues and classic neutrals to deep rich purples, vibrant brights and exotic prints. The eclecticism of the collection is what gives it such British charm and ensures that there is something for everyone.â&#x20AC;? (Monsoon Press Day review, 2011) FIGURE. 50

-63-

FIGURE. 51

Many customers not only shop more online but also on tablets and on their smart phones. After doing research on Monsoon Maternity’s key competitors, both H&M and NEXT have apps which their customers can use, allowing browsing and shopping online to be easier on the go. Alongside having a Monsoon Maternity range, Monsoon will also introduce an app, allowing online shopping to be easier for the growing iPad customers. ‘Smartphones and tablets influence consumer purchasing decisions on mobile, online and in store. 41% of those who used their mobile phones to help with shopping said they made a purchase directly on their smartphone.’ (Google Mobile Ads, 2012) ‘A survey found this year we will spend £4.5billion using mobiles - up 53% on last year and an incredible 584% more than two years ago.’ (Sayid - The Mirror, 2012) -64-

FIGURE. 52

TABLETS ENCOURAGE ONLINE SHOPPING BRITS WILL SPEND £4.5 BILLION ON THEIR MOBILE PHONES SMART PHONES AND TABLETS INFLUENCE CONSUMER PURCHASING DECISIONS ON MOBILE

Monsoon App

“A really good online service works really well, as you can fit that around your daytime pressures of having children.” (Jenny Esdaile - Interview, 2011) The new iPad smashes sales records. It’s estimated that the original iPad sold about 300,000 units over the opening weekend, and a million in the first month. (Tecca Yahoo News, 2012)

THE NEW IPAD SMASHES SALES RECORDS

FIGURE. 53

Secondary researched proved that 41% of those who used their mobile phones to help with shopping said they made a purchase directly on their smartphone. 46% said they researched an item on their smartphone then went to a store to make their purchase. 37% said they researched an item on their smartphone then made their purchase online. (Google Mobile Ads, 2012)

70% OF WOMEN ASKED USE THEIR IPAD AND SMART PHONE TO SHOP 70% of women asked in my questionnaire use their iPad or smart phone to shop; Monsoon could possibly be missing out on sales due to not joining this profitable market. ‘Tablet users in the U.K. are more likely to buy products online via their device, and to remember and respond to advertising, than smartphone users.’ (Dowling - Total Telecom, 2012) -65-

-66-

SHOP ON THE GO You can now purchase the latest trends wherever you are.

MONSOON APP

MOBILE SITE

MONSOON LOOKBOOK

Use your Iphone or Ipad to browse our website, now easier than ever.

Want the full website? Visit Monsoon.co.uk on your smart phone.

You can now look at our Lookbook from home now featured on our app.

DOWNLOAD FOR FREE

55 Â -67-

FIGURE. 54

MAINTAIN CURRENT CONSUMERâ&#x20AC;&#x2122;S Monsoon as a company go to extreme lengths to make sure all areas within their business is as ethical and environmentally friendly as possible. This is what currently attracts their existing consumers to the brand. As the Monsoon Maternity retailer will continue this ethical path in the production of the range, this will assure its present consumers they can trust the range, thus still keeping them apart of the brand.

QUALITY AND FASHION The range will strongly focus on the visual outcome of the product. Colour attracts all consumers and by Monsoon Maternity maintaining its bohemian roots this will definitely bring forth a exciting maternity range that is missing for the current market. -68-

Persuasion ATTRACTING “WITH MONSOON YOU GENERATION KNOW YOU ARE GOING TO JONES GET GOOD QUALITY.” By examining the Generation Jones through Future Laboratory and holding focus groups with this market, has provided efficient evidence on what makes them a browser and marketing techniques that turns them into a loyal customer. Research showed quality and organic products sell to them immediately, as they feel there is longevity in products that are made well and organically. “With Monsoon you know you are going to get good quality.” Clare Groves mentioned during the focus group. By Monsoon emphasising on this by placing these posters on their store windows, will draw customers into the store.

“IF YOU ARE ABLE TO DRAW THEM IN ON THEIR FIRST PREGNANCY THEY WILL COME BACK WHEN READY TO CONCEIVE AGAIN.”

NEW MARKETS THROUGH PROMOTION FIGURE. 55

The target market felt the strongest influence in purchasing came from maternity magazines. “By putting advertisement in pregnancy magazines will attract first time mothers. If you are able to draw them in on their first pregnancy they will come back when ready to conceive again.” Anna Eastern suggested during the focus group.

-69-

CAPITAL FUNDING SECONDARY SUPPORT FIGURE. 56

Capital funding demonstrates how a business will be funded. For the capital funding it was important to look firstly at the current sales and revenue on Monsoon. By analysing the dividends and profit margins of their actual sales this gives a realistic evaluation of how much percentage of the dividends Monsoon Maternity can liquidate in order to fund the proposal. By also taking into account the current maternity market, this will demonstrate if Monsoon Maternity will be profitable at this point in time. Moreover, it will allow the business to see when the sub brand is likely to make a return on their investment. By retrieving the actual Monsoon Limited directors report and financial statement in year ending 2010, this provided figures in terms of the percentage Monsoon Maternity can liquidate from Monsoon’s current sales.

2% ESTIMATE OF MONSOON LIMITED INTERIM DIVIDENDS TO BE INVESTED INTO MONSOON MATERNITY

DIVIDENDS - DIVIDENDS 52 WEEKS TO 52 WEEKS TO 28TH AUGUST 28TH AUGUST 2010 2009 £ £ 44,500,000 65,521,062 -70-

In terms of their dividends Monsoon’s interim dividends declared and paid on equity capital (£25 per share) was £65,521,062 on 28th August 2009 and £44,500,000 on 28th August 2010. This evidently shows a loss of around 20% within the last year. Due to this, Monsoon may not want to spend a lot of their profit; this makes the asking price for the range an estimated 2%.

Business Plan

However the current maternity market seems to be growing due to women having more disposable income to spend on more fashion-forward maternity clothing. (Mintel, 2011) Future Laboratory discusses the increase in rising female employment, which will boost EU GDP by 13%. Furthermore, the number of women having children within the UK has also risen by 2%. (The Guardian, 2011)

FIGURE. 57

2% OF MONSOON LIMITED DIVIDENDS = ÂŁ890,000 INCREASED BIRTH RATES AND HIGHER INCOME DEMONSTRATES RELEVANCE OF MONSOON MATERNITY The business plan will financially break down where all the costs will go and give a realistic evaluation of how much will be spent on: design costs, salaries, stock, storage etc. After discovering the costs of the total capital funding and how much money the sub brand will take in its first year (financial driver), this will provide evidence of when Monsoon will see a return on investment. -71-

Capital

Funding For the Monsoon Maternity range the most important factor is the design of the collection, as itâ&#x20AC;&#x2122;s catering to the fashion conscious consumer, who also wants good quality as well as fit. For this reason a design specialist and technologist will need to be externally hired to specify in Monsoon Maternity.

FIGURE. 58

DESIGN SPECIALISTS AND TECHNOLOGISTS WILL BE EXTERNALLY HIRED The sub brand will also need its own buying and merchandising team, the roles will include: the head of buying and merchandising, assistant and admin assistant.

THE SUB BRAND WILL HAVE ITS OWN BUYING AND MERCHANDISING TEAM

-72-

After calculating all the costs to produce the range and promote the sub brand, Monsoon Maternity will need a percentage of 1.94% of Monsoonâ&#x20AC;&#x2122;s current dividends. With the estimation being 2% this has shown how realistic the business proposal is, more importantly it demonstrates Monsoon currently have the funds to invest in this range. (Appendix. 3)

FIGURE. 59

TOTAL COST OF BUYERS, MERCHANDISERS AND DESIGN TEAM = £223,000 POSITION Buyer Assistant Buyer Buyer Admin Assistant Merchandiser Assistant Merchandiser Merchandiser Admin Assistant Technologists Designer TOTAL

SALARY £40,000 £25,000 £18,000 £40,000 £25,000

£18,000 £27,000 £30,000 £223,000

Alongside having a brand extension with Monsoon Maternity, Monsoon will also introduce an app as secondary research has shown more consumers are using tablets and smart phones to shop. A website designer will be used internally however, an external employee will be hired to create the app. ACTIVITY Website Designer App Designer In-‐App Purchasing Website Services Tablet and Smart Phone TOTAL

COST £10,000 £18,000 £1,500 4,000 £12,000 £45,500

WEBSITE AND APP WILL COST A TOTAL OF = £45,000

ACTUAL PERCENTAGE NEEDED TO FUND THE RANGE = 1.94% OF THE DIVIDENDS -73-

Financial Drivers The CAD range plan shows that Monsoon Maternity will generate sales through the actual collection. To make sure that the range continues to expand and reach the target customer, Monsoon as a brand will still need to spend on advertising and promotion a year after the launch. The company should see a return on investment plus profit in three years after the proposal.

THE SALES OF THE RANGE WILL BE THE FINANCIAL DRIVER CONTINUING TO PROMOTE THE RANGE WILL ASSURE CONSISTENT FIGURE. 60 SALES The CAD range plan shows that with a 72% margin, the range at full price would make a total of ÂŁ1,529,660. -74-

However, as all stock does not sell at full price Monsoon Maternity is likely to see a 20% mark down towards the end of the season. This would give a total of £665,700. After costs taken the profit for the year will equal £359,860 giving a return on investment of 41.6%. This evidently shows Monsoon will start to make a profit from the range three years after the launch. FIGURE. 61

STOCK LIKELY TO HAVE A 20% MARK DOWN TOWARDS THE END OF THE SEASON

TOTAL

£863,500

PROFIT AFTER COST

£665,700

TOTAL RETAIL

£1,529,200

TOTAL AFTER 20% MARK DOWN

£665,700

PROFIT AFTER 20% MARK DOWN

£359,860

RETURN ON INVESTMENT = 41.6% IN THE FIRST YEAR Magazine Publication Costs Grazia Pregnancy & Birth InStyle TOTAL

ADVERTISING IN MAGAZINES WILL DRIVE SALES Feature Cost

Total Per Year

£10,800 £4,915 £7,205

£21,600 £9,830 £14,410

22,920

£45,840 -75-

FIGURE. 62

STRENGTHS The strengths is the proposal is indeed realistic and possible with Monsoon currently already catering to this target market; thus not having to change or alter the brand identity, but simply expand it. Furthermore, Monsoon’s consumer would consider buying the range, illustrating it’s already evident its current customer is willing to invest into the new range. Women are willing to shop and browse anywhere that stocks maternity wear as feel the market is very limited, clearly demonstrating that this will definitely bring forth new customers, which will subsequently lead to higher sales and a possible brand expansion if the range offers what the current maternity wear consumer desires “The thing about Isabella Oliver though is that it’s not seasonal. Monsoon I think is quite seasonal and they’re also quite fashion driven, where as Isabella Oliver is going for the more classic market. (Sarah King – focus group, 2012)

WEAKNESSES The weaknesses are, consumers may already be familiar with other maternity wear brands. The consequences of the loyal customer lifestyle may be customers are reluctant to explore or try out a new maternity wear range. Women want the cost of maternity wear to be reasonably priced as not wearing the clothing for a long period of time. With Monsoon being a premium high street brand customers may not consider Monsoon as their first choice for maternity wear. However, if clothes are of great quality, long lasting and can be worn postnatal women are prepared to pay substantially more. “I would certainly look at it if I were pregnant again. But I tend to think it’s a little more on the expensive side. Which would make me less likely to buy maternity wear because you know its only going to last a couple of months before you don’t need it anymore. “ (Jude Pierson – interview, 2011) -76-

S.W.O.T OPPORTUNITIES

Opportunities lie within the fact that women feel maternity wear isn’t fashionable enough for today’s women. This is a clear opportunity for Monsoon the brand to be the first retailer offering a more fashionable range. With Monsoon wanting to expand internationally but shares remaining largely unchanged, this could introduce new consumers who will then also when postnatal look at their original clothing range. In addition may opt for the new Fusion collection. Furthermore, the former maternity wear customer would now have a child so the customer could then possibly consider Monsoon’s children’s range, keeping the customer within the brand as constantly catering to them during all life stages. “I think it will do well simply because they’ve got a strong children’s brand and so you’re going to have mothers shopping in there. You’re also going to have a lot of young couples looking in there and so potential brides, they might recall there’s maternity wear there as and when they have a family. They might think of going back to Monsoon if they’ve looked in there for wedding gear.” (Jenny Esdaile – interview, 2011) FIGURE. 63

THREATS Threats could later be other brands pinching the idea and branding technique as very evident that women are having more children. Likewise, women are now going to be in a better financial position to afford the best in maternity wear. Limited Monsoon branches are a prime factor to why their possible customers at present shop elsewhere. This could subsequently lead to brands such as H&M and NEXT continuously having higher sales as both have large quantities of stores across the United Kingdom. I think for maternity wear comfort is essential and not too expensive because like me most people think you’re not wearing it for long you don’t want to spend a lot of money. And I think that’s where places like Hennes really do well with it because their stuff is so reasonable. (Nicola Griggs – interview, 2011) -77-

Conclusion FUTURE SUCCESS

The report has shown that Monsoon Maternity is a realistic investment for the Monsoon brand and is in fact profitable. Secondary research has shown women seek a more fashionable maternity wear range, this illustrates there is potential for a new set of consumers. Furthermore Future Laboratory has proved consumers are taking more of a concern to their lifestyle and the being of others. This has increased the demand of organic and quality garments. (2011) With Monsoon Maternity producing fashion-forward and quality garments, this will attract a wider range of customer’s thus increasing sales for the company as a whole. Secondary research has further shown women are continuously earning more money, with an increase in income; Monsoon’s future success seems inevitable, as a larger amount of women will be able to afford their garments. ‘Young women are finally gaining the recognition in their pay pockets that their education merit.’ (The Independent, 2011) Raising female employment levels to boost EU GDP by 13%. By 2020 53% of millionaires will be women. (Future Laboratory, 2011) FIGURE. 64

INCREASE IN BIRTHRATES With an increase in births within the United Kingdom this also contributes to the likely success of Monsoon Maternity, as this demonstrates they are making this brand expansion when the nation as whole is having more children. ‘The number of children women are having also increased between 2009 and 2010, with the total rate rising to 2.0 from 1.96 in 2009.’ (The Guardian, 2011) -78-

MONSOON EXPANSION

FIGURE. 65

Monsoon’s market share has remained largely unchanged, averaging at 1.65% since 2006. (Mintel, 2011) As the brand is seeking new methods to increase their market share, Monsoon Maternity appears to be the best and logical choice for the company. ‘The group now needs to look at retaining interest along with building customers numbers.’ (Mintel, 2011) As currently wanting to expand this proposal seems to be the gap in the market for both the fashion conscious women and Monsoon the brand itself.

LOYAL CUSTOMERS The overall objective of this proposal is to bare in mind that Monsoon Maternity will not be Monsoon’s main focus as a whole. The sub brand will only partly contribute to the company’s overall revenues and its main sales will still come from the original Monsoon range. This is why it’s imperative that the sub brand Monsoon Maternity reflects the company’s initial: mission statement, company objectives and their support for ethical designs and handicrafts. This is highlighted throughout the report; furthermore, if Monsoon Maternity showcases this in the range, it will undoubtedly retain Monsoon’s loyal consumers. FIGURE. 66

MONSOON MATERNITY REFLECTS THE INITIAL COMPANY OBJECTIVES -79-

Appendices Issues we tackle The vast majority of issues we tackle relate to health and safety in the workplace as well as organisational issues relating to the management of staff. The latter includes systems for the timely payment of wages, registration of workers, performance management systems and worker training. However, we also address issues relating to working hours, wages, children and young workers and the rights of employees to join free trade unions. The table below shows the breakdown of issues identified in 2010, using the Ethical Trading Initiative (ETI) headings, across 327 of our supplier factories. 1200 1000

Employment is freely chosen Freedom of association

800

Health, Safety & Hygiene Children and Young Workers

600

Wages Working Hours Discrimination

400

Regular Employment Other

200 0 1

Health, Safety & Hygiene This category includes a wide variety of actions to ensure that workers are safe and their health is protected. Examples include provisions relating to general conditions such as air quality, lighting, noise, cleanliness as well as access to clean water and hygienic toilet facilities. Other areas include evacuation procedures, access to first aid treatment, fire safety and the safety of pregnant workers. Our goal is always to drive continuous improvements and, in 2010, we identified 1074 actions to be implemented across 327 factory sites. Employment is freely chosen This issue is highlighted within our Code to ensure that individual rights to choose employment are not in any way impeded. For example, suppliers are not allowed to ask workers for cash deposits when they start work or to retain their identification documents or passports. Similarly, suppliers are required to give proper notice provisions when terminating employment. We identified 8 issues related to this area across 327 factories in 2010.

(Appendix. 2) This was taken from the ETI report provided by Monsoon Limited. The report shows their ethical sourcing strategy and the issues they tackle with such as health and safety. By collecting this information, this gave an understanding of their work ethics.

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(Appendix. 2) The questionnaire gives primary supported evidence as to the best way Monsoon Maternity should be promoted to achieve its best potential outcome. The results show that in terms of promotion, the best way to advertise would be in magazines and newspapers. They in addition show that more customers are using apps and smart phones to shop online and Monsoon should invest in this new market.

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Appendices

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(Appendix. 3) This is the directors report statement for Monsoon Limited year ending August 2010. The reports showed the financial outcome of the brand and how well they are doing in terms of sales and shares. From this report I was able to discover their dividends. This information gave a realistic evaluation as to how much percentage Monsoon Limited could afford to invest into Monsoon Maternity. -83-

Appendices

POSITION Buyer Assistant Buyer Buyer Admin Assistant Merchandiser Assistant Merchandiser Merchandiser Admin Assistant Technologists Designer TOTAL

ACTIVITY Website Designer App Designer In-‐App Purchasing Website Services Tablet and Smart Phone TOTAL

ACTIVITY Photography Look Book Location Set Samples Travel Expenses Face of campaign TOTAL

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SALARY £40,000 £25,000 £18,000 (Appendix.4) This business plan has been £40,000 broken up into different categories with £25,000 Monsoon Maternity stocked in 50 stores across the UK. The stock was divided into £18,000 this amount. £27,000 The business plan breaks down the external and internal costs Monsoon Maternity will £30,000 total up to, more importantly it provides a realistic figure as how much the company £223,000 will see in returns on investment. The business plan proved in the first year they will COST see 41.6% return on investment. Monsoon Limited will see profits from Monsoon Ma ternity three years after the launch. £10,000 £18,000 £1,500 4,000 £12,000 £45,500 COST £20,000 £10,000 £8,000 £2,000 £16,000 £200,000 £256,000

ACTIVITY Social Media Preparation for Press Day Press Day TV Chat Show Slot Magazine Features Blog Advertising TOTAL

ACTIVITY Stock Storage TOTAL

COST £426,660 £50,000 £476,660

TOTAL

£863,500

PROFIT AFTER COST

£665,700

TOTAL RETAIL

£1,529,200

COST £5,000 £12,000 £8,000 £12,000 £45,840 £2,500 £85,340

TOTAL AFTER 20% MARK DOWN

£665,700

PROFIT AFTER 20% MARK DOWN

£359,860

ACTUAL PERCENTAGE

1.94% Feature Cost

Magazine Publication Costs Grazia Pregnancy & Birth InStyle TOTAL

Salary Design Team Website/ App Production Public Relation Advertising Stock & Storage Total

Total Per Year

£10,800 £4,915 £7,205

£21,600 £9,830 £14,410

22,920

£45,840

19.20% 6.60% 5.26% 29.60% 9.80% 55.20%

£166,000 £57,000 £45,500 £256,000 £85,340 £476,660

100%

£863,500

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Appendices Jan

Feb

March

April

May

June

July

Aug

Sept

Oct

Nov

Dec

Total

RECEIPTS. Sales

£0

£73,966

£0

Other revenue

£0

£287,833

£0

£34,000

£20,000

£27,000

£36,000

£26,000

£20,500

£22,000

£23,100

£37,200

£26,000

£30,500

£13,833

£4,750

Repayment of Loans

£0

£9,482

£0

Marketing

£0

£3,500

£800

£3,500

£800

Internet

£0

£4,800

£500

Photography

£0

Samples

£0

£888

£0

Travel

£0

£666

£150

Stock

£0

£47,406

£0

Storage

£0

£5,555

£0

Insurance

£0

Public Libability Insurance

£0

£250

£0

Accounts

£0

£500

£0

£500

£0

£500

Postage & Packaging

£0

Phone

£0

Printing

£0

Overheads (rent, power, etc)

£0

Investment (A) Total Receipts.

£665,694 £0 £863,499 £0 £328,300

LESS PAYMENTS Salaries Design Costs

£0 £0

£165,996 £57,000 £0 £75,856 £13,400 £9,800 £0 £7,992 £6,294 £426,654 £49,995 £0 £250 £1,500 £0 £0 £0 £0

£0

£1,312

£100

£300

(B) Total cash payments.

£18,583

£79,210

£86,930

£84,480

£84,180

£84,680

£86,880

£84,180

£84,680

£20,333

£3,912 £818,649

£15,417 -£59,210

-£63,780 -£46,980 -£58,680

£5,667

£10,167

-‐£490,349

Stationary

(D) Opening bank balance.

-£59,930 -£48,480 -£58,180 -£63,680 -£62,680

£20,417

-£38,793 -£98,723 -£147,203 -£205,383 -£269,063

-£331,743 -£395,523 -£442,503 -£501,183 -£495,516

-‐£485,349

£20,417 -£38,793

-£98,723 -£147,203 -£205,383 -£269,063 -£331,743

-£395,523 -£442,503 -£501,183 -£495,516 -£485,349

-£975,698

£5,000

D= previous month balance carried forward Closing bank balance. (D+C)

(Appendix. 5) The copy of the 12-month cash flow spread sheet gave an outline in terms of cost for Monsoon Maternity. The sub brand will have required external costs, as maternity is not an area Monsoon Limited specialises in. However, other areas will be funded within the company such as insurance, so there will be no funding’s necessary in particular areas.

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Figure 14 [online image] http://ecosalon.com/wp-content/uploads/Pregnant-Selma-Blair.jpg [Accessed 7th March 2012] Figure 15 [online image] http://aka.media.entertainment.sky.com/image/unscaled/2012/03/26/Siena-Millerpregnancy-fashion-0312.jpg [Accessed 8th March 2012] Figure 16 [online image] FF5_021412_8768354.jpg [Accessed 8th March 2012]

http://skinnyvscurvy.com/wp-content/uploads/2012/02/FFN_Duff_Hilary_

Figure 17 [online image] http://knockedupcelebs.com/wp-content/uploads/2010/01/rebeccagayheart.jpg [Accessed 8th March 2012] Figure 18 [online image] http://images.starpulse.com/pictures/2011/12/30/previews/Hilary%20Duff220111230-27.jpg [Accessed 8th March 2012] Figure 19 [online image] http://www.zimbio.com/pictures/2YqqBB8i3k5/Hilary+Duff+Out+and+About [Accessed 9th March 2012] Figure 20 [online image] http://cdni.condenast.co.uk/592x888/g_j/JGarner_GL_09dec2011_BIG_b_592x888. jpg [Accessed 9th March 2012] Figure 21 [online image] http://celebkids.whyfame.com/files/2012/02/jennifer_garner_pregnant.jpg [Accessed 10th March 2012] Figure 22 [online image] http://farm3.staticflickr.com/2792/4126184807_346c2f4f5c_z.jpg?zz=1 [Accessed 10th March 2012] Figure 23 [online image] http://www.zimbio.com/pictures/3FfAAGqljZp/Camila+Alves+Leaving+Ona+Spa/ tBafyY7PFJB/Camila+Alves [Accessed 10th March 2012] Figure 24 [online image] http://www.zimbio.com/pictures/prU3w8Y8WIl/Selma+Blair+in+LA/XLViKm_ Dthx [Accessed 11th March 2012] Figure 25 [online image] http://www3.pictures.zimbio.com/pc/Selma+Blair+currently+pregnant+first+child+ 2lyvrA2mTuWl.jpg [Accessed 11th March 2012] Figure 26 [online image] http://iprime.files.wordpress.com/2009/07/heidi_iprime_08.jpg [Accessed 12th March 2012] Figure 27 [online image] http://3.bp.blogspot.com/-CZyl6g1fR8g/TlvEzP3MeRI/AAAAAAAAAFg/ADFve3i6t0/s1600/jessica-alba-+pictures.jpg [Accessed 12th March 2012] Figure 28 [online image] http://www.hm.com/gb/product/98993?article=98993-A#cm_vc=SIMILAR_TO_PD [Accessed 13th March 2012] Figure 29 [online image] http://www.hm.com/gb/product/98984?article=98984-A#cm_vc=SIMILAR_TO_PD [Accessed 13th March 2012] Figure 30 [online image] http://www.monsoon.co.uk/page/lookbookss12/# [Accessed 13th March 2012]

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Figure 31 [online image] http://www.monsoon.co.uk/page/lookbookss12/# [Accessed 15th March 2012] Figure 32 [online image] http://magtrends.com/wp-content/uploads/2012/03/Alessandra-Ambrosio-for-theMonsoon-5-580x399.jpg [Accessed 16th March 2012] Figure 33 [online image] http://magtrends.com/wp-content/uploads/2012/03/Alessandra-Ambrosio-for-theMonsoon-5-580x399.jpg [Accessed 16th March 2012] Figure 34 [online image] http://magtrends.com/wp-content/uploads/2012/03/Alessandra-Ambrosio-for-theMonsoon-5-580x399.jpg [Accessed 16th March 2012] Figure 35 [online image] http://magtrends.com/wp-content/uploads/2012/03/Alessandra-Ambrosio-for-theMonsoon-5-580x399.jpg [Accessed 16th March 2012] Figure 36 [online image] http://magtrends.com/wp-content/uploads/2012/03/Alessandra-Ambrosio-for-theMonsoon-5-580x399.jpg [Accessed 16th March 2012] Figure 37 [online image] http://2.bp.blogspot.com/-ySKAnP-jdh4/T1c0dm64dGI/AAAAAAAAbC0/ tKuQOTPxZVY/s1600/siennamiller-vogueuk.jpg [Accessed 17th March 2012] Figure 38 [online image] http://www.actionshow.gr/wp-content/uploads/2012/02/EvaCoverVFR_468x625.jpg [Accessed 18th March 2012] Figure 39 [online image] http://www.graziadaily.co.uk/pub/21publish/LatestIssue [Accessed 19th March 2012] Figure 40 [online image] http://celeb.wohoo.co.uk/wp-content/uploads/2008/01/halle-berry-instyle-magazine.jpg [Accessed 20th March 2012] Figure 41 [online image] http://media9.onsugar.com/files/2011/10/40/6/1751/17517730/2c/Abbey_2BClan cy_2Band_2BPeter_2BCrouch_2Bwelcome_2Btheir_2Bfirst_2Bchild_2Binto_2Bthe_2Bworld_2B2.jpg [Accessed 21st March 2012] Figure 42 [online image] http://4.bp.blogspot.com/_QcGcuarkADQ/TSd10-AzGwI/ AAAAAAAAAfI/2u6Cg3Plj4Q/s1600/article-1339541-0C84BD9D000005DC-42_468x450.jpg [Accessed 22nd March 2012] Figure 43 [online image] http://www.blass.co.uk/wp-content/uploads/2011/12/cardiff-78.jpg [Accessed 23rd March 2012] Figure 44 [online image] http://www.thedrum.co.uk/uploads/news/old/22439/master.monsoon2.jpg [Accessed 23rd March 2012] Figure 45 [online image] http://www.blass.co.uk/wp-content/uploads/2011/12/cardiff-78.jpg [Accessed 24th March 2012] Figure 46 [online image] http://www.thedrum.co.uk/uploads/news/old/22439/master.monsoon2.jpg [Accessed 24th March 2012] Figure 47 [online image] http://www.sarahfeatherdesign.com/portfolio/monsoon-may-2011.html [Accessed 30th March 2012] Figure 48 [online image] http://www.sarahfeatherdesign.com/portfolio/monsoon-may-2011.html [Accessed 30th March 2012] -90-

Figure 49 [online image] http://www.sarahfeatherdesign.com/portfolio/monsoon-may-2011.html [Accessed 30th March 2012] Figure 50 [online image] http://www.sarahfeatherdesign.com/portfolio/monsoon-may-2011.html [Accessed 30th March 2012] Figure 51 [online image] http://www.zimbio.com/pictures/XNn4obQYAfP/ NET+PORTER+COM+Window+Shop/T9rUqkcdbll/Anna+Wintour [Accessed 31st March 2012] Figure 52 [online image] http://img.youtube.com/vi/dTk_9pmqspE/0.jpg [Accessed 1st April 2012] Figure 53 [online image] http://thefashpack.onsugar.com/Event-Pictures-Atmosphere-Vogues-FashionsNight-Out-London-19016205 [Accessed 1st April 2012] Figure 54 [online image] http://magtrends.com/wp-content/uploads/2012/03/Alessandra-Ambrosio-for-theMonsoon-5-580x399.jpg [Accessed 2nd April 2012] Figure 55 [online image] http://magtrends.com/wp-content/uploads/2012/03/Alessandra-Ambrosio-for-theMonsoon-5-580x399.jpg [Accessed 2nd April 2012] Figure 56 [online image] http://www.monsoon.co.uk/page/lookbookss12/# [Accessed 4th April 2012] Figure 57 [online image] http://www.monsoon.co.uk/page/lookbookss12/# [Accessed 4th April 2012] Figure 58 [online image] http://www.monsoon.co.uk/page/lookbookss12/# [Accessed 4th April 2012] Figure 59 [online image] http://www.monsoon.co.uk/page/lookbookss12/# [Accessed 4th April 2012] Figure 60 [online image] http://www.monsoon.co.uk/page/lookbookss12/ [Accessed 5th April 2012] Figure 61 [online image] http://www.monsoon.co.uk/page/lookbookss12/# [Accessed 4th April 2012] Figure 62 [online image] http://www.dailymail.co.uk/tvshowbiz/article-2095688/Alessandra-Ambrosios-baby-bump-star-dinner-date-fiance.html?ito=feeds-newsxml [Accessed 7th February 2012] Figure 63 [online image] http://2.bp.blogspot.com/-7BGLBwj2K98/Ttamaf2RDuI/AAAAAAAAKqs/o5rBg5GQ4FM/s1600/KOURTNEY.jpg [Accessed 5th April 2012] Figure 64 [online image] http://www.glamourmagazine.co.uk/fashion/celebrity-fashion/2011/05/pregnantstylish-celebrities#!image-number=59 [Accessed 5th April 2012] Figure 65 [online image] http://www.zimbio.com/photos/Rebecca+Romijn/Rebecca+Romijn+Shopping+Bev erly+Hills/1iqLmWiQgV7 [Accessed 6th April 2012] Figure 66 [online image] http://media4.onsugar.com/files/2011/05/18/5/192/1922398/d03b04b5e7aa1d67_ FNP_EW_0189862.preview/i/Pictures-Jessica-Alba-Pregnant-2011-05-06-145507.jpg [Accessed 7th April 2012] -91-

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