Marketing & Communications Plan Camilla Hobbs
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CONTENTS
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Introduction– 5 Methodology - 5 Objectives –5 Brand History-8-9
Where is the brand now? Brand DNA - 11 Market Analysis– 12
Competitor Analysis– 14-15 Consumer Segmentation - 16-17 Macro Trends - 18-19 PESTLE - 20
Where does the brand want to be? SWOT - 24 Ansoff Matrix - 26
How will the brand get there? Current Marketing Strategy– 30-31 Key Findings - 32-33 Proposed Marketing Strategy– 34-35 1 year communications plan —36-43 Timeline & Cost - 44 Conclusion– 45
References– 46 Bibliography– 48 Appendix– 50-53
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Introduction Gormley & Gamble is London’s first made to measure tailors exclusively for women. This report will identify the key challenges and opportunities that face the newly launched start up business. It will be a journey of where the brand is now, where it wants to be and how exactly it is going to get there. As a business start up, Gormley & Gamble will face many challenges but have the real potential to grow and expand.
Research Objectives
Gain a detailed understanding of who G&G consumers are
Explore and identify ways in which G&G can increase brand awareness
Identify what women think is missing from their workwear wardrobe
Methodology I have conducted both primary and secondary research and used the appropriate marketing models to create an exciting marketing and communications plan that will help further maximise G&G’s success. Primary research was conducted consisting of 65 online surveys completed by women aged 18-50+. Creating an online survey allowed consumers to express their opinion of the brand through open and closed questions. Interviews were also held with two business women. Diana Isac a female entrepreneur and Neha Miglani a marketing/investor at hedge fund Stone Milliner. The use of various materials such as reports, articles, book and online resources has helped me analyse the current women’s tailoring market and consumer behaviour.
Overall Business Objective To make Gormley and Gamble a well known established brand within London by 2017.
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where is G&G now? 6
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About the Brand Gormley & Gamble is London’s first made-to-measure tailors exclusively for women. Founded by Phoebe Gormley in October 2014, the 20 -year-old left university a year early to organise a business catering to the demanding wardrobes and schedules of city women, ‘determined to end London’s epidemic of substandard suits for women’ (Gormley, 2014). Offering jackets, skirts, trousers and dresses. All co -ordinating, in absolutely every single size and shape available from two different labels.
Purple Label Prices starting at £400. Your choice of fit + the above design + choice of 4 fabrics = Purple Label. Black Label
Prices starting at £600. Black Label is completely Made to Measure, and the client chooses every detail, the fabric, lining, buttons, stitching etc. Manufactured in Czech Republic by tailoring company Bernhardt Fashion. The business is named after the founders surname ‘Gormley’ and the ‘gamble’ element is about taking a literally gamble, quitting university and believing that the biggest reward comes from the highest stake risk (Gamble,2014).
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“We appreciate the frustration felt by many, extremely busy, corporate women – pressure to look the part, and zero time to spend searching for that perfect business outfit.” G&G 2014 10
Brand DNA Brand Mission Statement Gormley & Gamble plan to end London’s epidemic of substandard suits for women.
Brand Vision ‘‘Our motto is ‘Ending London’s epidemic of substandard suits for women’ but I’m hoping that’s going to change in the next 3 years to include London, New York, Paris, and Tokyo’ (Gormley, 2014)
Brand Personality British, Chic, Luxury, Fun, Classy, High Quality, Exciting.
Brand Values Personal, Hassle Free, Quality, Bespoke, Value for money.
Core Values Quality, Location, Fit and Lead Time.
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M a r ke t A n a l y s i s The UK womenswear market grew by 4.6% in 2014 to reach £24.6 billion, as women continued to prioritise buying new clothes over other areas (Mintel, 2014).
available for men, a gap in the market was found and G&G was born. Over the years wearing a suit has become more of a fundamental necessity for women as they begin to take on more higher, important roles in the business world.
Looking into the UK women’s workwear market, allows research to be specifically focused on Gormley & Gamble’s A recent survey shows that over target market. two thirds of women spend 18% Women are achieving more and of their salary – an average of more in the business world, £4000 a year on their working getting higher up in wardrobe. (Brother UK management roles, into Marketing and Communications, opportunities where they are 2013) Especially following the expected to dress recent economic climate, professionally. The tailoring women have felt the need to market however, is still very adopt powerful labels at work, much focused on men. in order to help them move up Today, women have very limited the corporate ladder in the attempt to get further ahead options for suits, a few high (Woodard, 2013). street stores and a couple of designers, but apart from that if An estimated 6,000- 7,000 suits women want the perfect fit, it’s are produced annually on and been hard to find. around Savile Row. Representing a £21 million The lack of sharp suits for turnover per annum, but with women and an infuriating realisation that the best cloths, only 5% of tailors specialising in women swear (Wikipedia, 2012 ). cuts and sizing were only
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Competitor Analysis From looking at the brand positioning map (Fig.2/3), Gormley & Gamble’s primary competitors of those situated on the high street axis with a low price point. These are brands that are popular as they are affordable and convenient to customers, but are not always the best fit or the highest quality.
not at Vogue" (Kay, The Guardian, 2013). Recently, a couple more bespoke womenswear tailors have entered the market. There are now three other brands that office a similar service and product to G&G. As seen in the table in Fig.1 new brand Pinstripe and Pearls, seem to be G&G’s latest and now toughest competitor, offering made to measure suits exclusively to women as well, on Savile Row. However, G&G do have a competitive advantage as Pinstripe and Pearls prices are much more expensive averaging at £900 for a plain two piece suit, double the price of G&G.
There is also very limited competition in terms of bespoke tailoring, as there are just only three other brands that offer a similar service in the whole of the UK. However, G&G’s USP is that they create completely unique, custom made, bespoke suits only for women at a very reasonable price. Something that high street and top designer brands don’t Due to these similar made to measure offer. “There’s the top designers but women’s brands surfacing it is vital G&G their suits aren't often that has a strong USP in order to stand out. office-appropriate if you work in the City
Fig.1 Brand
H&M (high street)
About
A Swedish multinational retail clothing company, known for its fast clothing for men, women, teenagers and children.
Strengths
Affordable
Low Quality
Well recognised brand worldwide
Not very durable
Stylish - Keep up with fashion trends
Poor fit
-Offer a range of low priced suits for womKaren Millen
Pinstripe and Pearls
A British women's clothing retailer, specialising in tailoring, coats and eveningwear.
Women’s work wear brand based in London – offer made to measure suits, tops and accessories.
Weaknesses
Well known in ternational women’s brand
Consumers feel its overpriced
Good Quality
Wide variety
Recent decrease in online sales
High Quality
Quite expensive
Convenient service for clients
Poor Branding
Little brand awareness
Offer a wide range of brands and styles
Not a great fit
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Fig.2—high street/ designer brand positioning map
Fig.3—ready to wear/ made to measure brand positioning map
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A successful, stylish businesswoman. 16
Consumer Segmentation Segmentation is described as “a creative and iterative process, the purpose of which is to satisfy customer needs more closely and, in doing so, deliver sustainable competitive advantage for the company” (McDonald and Dunbar, 2004)
Gormley & Gamble target consumer is a stylish successful, professional businesswoman, who doesn’t have the time to trawl around shops looking for the perfect outfit to wear to work. G&G clients can range from 20 -40+, as the service really appeals to a wide demographic of all shapes and sizes. They enjoy a healthy fit lifestyle, with a keen interest in the gym, balancing their busy work schedule with wining and dining with friends.
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M a c r o Tr e n d s Gormley & Gamble need to be able to adapt to trends in order to develop and grow as brand. Failing to adapt to these ever changing trends could create real problems and possibly lead to failure of the business.
Personalisation A key trend for 2015 is the way that businesses are now thinking of personalisation. Businesses are showing that putting the design option into the hands of the consumer is a clear route to individualisation. Brands are giving the opportunity for consumers to put their own stamp on products, and make them their own. From the end of World War II to the 1960s, the focus was on globalisation and economies of scale in manufacturing, as mass consumerism took hold. However, the gloss came off that from the 1960s to the 1980s, when individualisation became important. Nyla Mabro, BrainReserve's director of strategy states, "We're craving recognition of our individuality, and personification and individualisation becomes a big part of it. Initially, it was about exclusivity of status - monogrammed, bespoke design to make you feel unique and stand above others, which came at a high cost barrier that ensured exclusivity: we all have the right to feel special.�
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A more connected world New inventions such as the smartphone and tablets have changed the way in which people shop and experience a brand. Through the use of this technology and social media, consumers are much more connected with brands and are constantly kept up to date with company news, helping maintain strong relationships with customers. The rise of the smart phone makes it convenient for consumers and even easier for brands to directly target consumer on the go. A social media report states that 89% of 18 -29 year olds are active on social media (Bullas, 2014). This shows that social media is great for targeting a large consumer base. Gormley & Gamble have little social media presence and a low following, but is something that has started to be pushed by aiming to post 1-3 times a day across all social media platforms – Facebook, Twitter, Instagram and Pinterest. Screenshots of these media platforms can be seen in App.2.
Emerging middle classes The Euromonitor International states that as a result of economic growth since the recession in 2008 there have been huge sections of the population moving out of poverty and into the middle class. This means that more of the population have more disposable income and are willing to go out and spend that extra bit of money on luxury items, such as clothing. This will result in a rise of sales for G&G , as they are seen as an reasonably priced luxury brand, consumers will be more willing to steer away from cheaper high street brand and be more comfortable paying a slightly higher price for a good quality, unique suit.
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ISSUE Political
AFFECT ON GORMLEY & GAMBLE
Taxation Policies
Change in government
Taxation policy affects business costs. For example, a rise in corporation tax (on business profits) has the same effect as an increase in costs. G&G could pass some of this tax on to consumers by charging higher prices.
An increase on income tax, will see a decline in sales for Gormley and Gamble as consumers will be more money conscious.
‘UK job market set for an upbeat 2015’ (Monhagan, Guardian, 2014) The recent 1.8% increase in workers’ wages within the UK (Guardian, 2014) and decrease in unemployment means consumers have more disposable income
New marketing strategies will be needed to increase sales if poor economic conditions return.
The increasing popularity of social media allows brands to reach and communicate directly with their consumers in a much more effective way. It’s vital brands keep up to date with trends and understand exactly what their consumers want. Inventions such as the iPhone and iPad have changed the way consumers shop and receive company news.
Economical
Recession
Disposable income
Employment
Cost of Raw Materials
State of global economy
Social
Technological
Health
Ageing population
Social media
Consumer attitudes and opinions
Online shopping
New inventions
Product manufacturing
Legal
Environmental
Legislation on products and packaging
Health and safety laws
Employment laws
Ethical manufacturing
Pollution
Climate Change
Environmental awareness
Having the latest manufacturing technology allows brands to stay innovative and surpass their competitors. G&G’s manufactures have amazing technology, as soon as an order is uploaded production starts within an hour. A change in legislation could affect Gormley & Gamble financially in order to meet new standards. Brands need to make sure all equipment and working areas meet health and safety standards, not only important for employee well-being but reputation of the company. Ethical manufacturing is important to create a positive brand image and good reputation. Try and use the most environmentally friendly method within the manufacturing process
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PESTLE
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where does G&G want to be? 22
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SWOT Analysis STRENGTHS
WEAKNESSES
Low overhead costs
Low brand recognition
Great manufactures in Czech Republic
Few employees
High Quality Fabrics – no polyester.
Limited marketing
Successful Pop Ups
Little social media presence
USP – custom made /made to measure with over 200 customisable options
Only offer quite plain, corporate fabric options.
OPPORTUNITIES
THREATS
Push marketing and promotions further on social media
Cheaper alternative high street brands – e.g. H&M and Zara.
Franchise into other cities
Changes in the economy
Collaboration with a fashion designer for a limited edition collection
Rapid changing trends
Bloggers events
This SWOT clearly highlights Gormley & previously. Therefore G&G would benefit Gamble’s key strengths, but also the areas the most by setting up regular blogger / in which they need to improve. The key women in business events. Doing this findings from my research support the would help increase brand awareness with information shown above. For example, a successful businesswomen within London, weakness for G&G is that they have very and create a real buzz around the brand little brand presence, as seen in App.1 only through online blogging platforms. 9% of women have heard of the brand
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ANSOFF Matrix
EXISITING MARKETS
EXISTING PRODUCTS
MARKET PENETRATION
PRODUCT DEVELOPMET
Womenswear
Suits – Jackets, Skirts, Dresses, Trousers
MARKET DEVELOPMENT NEW MARKETS
NEW PRODUCTS
Franchise into UK cities (Long Term Plan)
In 10 years to have entered the Chinese and American market. (Long term Plan)
Launch new exclusive range offering exciting colourful fabrics and linings.
DIVERSIFICATION
Gormley & Gamble could consider offering women’s accessories – scarfs, briefcases, and cufflinks etc.
The Ansoff Matrix like the SWOT is a great way to clearly identify possible growth strategies for a business. Overall, looking at the model and feedback from market research suggests Gormley & Gamble should focus on product development, improving and growing their existing labels and service. As G&G are a new business, with limited finances, market development and diversification will definitely be more suited for their long -term plan for over the next 10 years when the business is more established.
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how will G&G get there? 28
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C u r r e n t M a r ke t i n g S t r a t e g y G&G currently have very little marketing and advertisement due to being in the early stages of setting up and limited finances.
Word of Mouth Their main form of marketing has been word of mouth through referrals from clients and gaining business contacts at various networking events.
PR Recently hired PR Company ‘ Life Lasting PR’, a ‘brand building consultancy and business support for style, lifestyle, fashion, & retail’ (Life Style PR, 2015). This has proven to be really beneficial for the company, resulting in two big press articles in the Metro and a double page spread in the Mayfair Times.
Social Media The brand posts weekly promotional offers on social media platforms Instagram and Twitter. Offering discounts and Promo Codes. This however has been the least effective way to get sales due to having a low social media following as seen in App.2.
Pop Ups Pop ups have been the most successful form of Marketing for G&G resulting in the most sale conversions. G&G primarily focus on Law and Finance firms e.g. PWC, due to the employees being the perfect target audience, but have also had great success at PR agency’s and estate agents. Pop up gives consumers a chance to get a real feel of the brand by looking at the suits and fabrics first hand, with 90% of pop up visitors booking a fitting.
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Key Findings Key findings from consumer trends and my primary research suggest the following:
83% of women didn’t even know a made to measure tailoring service was offered to women – mainly associated with menswear.
72% of women are unsatisfied with the high street fit and quality.
94% of women loved the concept of the brand just felt it needed more brand awareness
Women feel they have limited options to wear something different whilst looking professional at work
Women are ‘bored with their current wardrobe of blacks, navy’s and greys’ (App.1)
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N e w M a r ke t i n g S t r a t e g y ‘ T H E P L AT I N U M L A B E L’ From looking into consumer trends and feedback from our primary research, it suggests many women agreed that what they are wearing on a daily basis really transforms their mood and feeling. Women feel they have limited options to wear something different whilst looking professional at work, and are ‘bored with their current wardrobe of blacks and navy’s’ (Emma Burdett, 2014) Currently G&G only offer a small range of colour options – blacks, navy’s and greys. Although a wardrobe essential, women now want to steer away from this and try something different and exciting. Therefore my proposed marketing strategy for Gormley and Gamble – is a product/ range extension, ‘The Platinum Label’. The Platinum Label will offer exciting and colourful fabrics and linings, giving women the opportunity to create something really unique, that can’t be found on the high street. The line will consist of:
New exclusive colourful and patterned fabrics from existing suppliers – Scabal and Holland and Sherry.
New fabrics from Chanel’s tweed maker – Linton Tweeds. Really colourful, textured fabrics. Limited edition Linings range from fashion and digital print designer – LuLu Hayes (luxury women’s streetwear brand) – 6 different designs.
The label aims to create something feminine and luxurious that will make that individual stand out from the crowd, yet still match the dress code in the office.
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LuLu Hayes Gormley & Gamble could collaborate with fashion designer LuLu Hayes, in order to create a range of unique limited edition silk linings. LuLu Hayes is an exclusive fashion label that offers vibrant luxury streetwear. London based designer, Lucy Anne Hayes specialises in digital print luxury womenswear and launched the business in 2013. Inspired by the beauty of nature and the people that inhabit it, the designs feature a vibrant mix of print and colour (LuLu Hayes, 2015). All garments are digitally printed on 100% silk and individually tailored within the UK. The brand has recently had great success and is becoming very well known. Made in Chelsea star Caggie Dunlop’s clothing brand ISWAI have recently just done a collaboration with LuLu Hayes, and soon a selection of both their women’s and menswear are going to up on ASOS. This has given them great publicity, massively increased brand awareness, resulted in huge sales and a big following on social media. As a result of this, the brand is starting to gain a huge following on social media. This seems to be a great time for G&G to collaborate, as they are new, hot and starting to become a really well known recognisable brand.
Collaborating with LuLu Hayes has allowed G&G to add that extra element of luxury hidden within the lining, to create something feminine and luxurious that will make that individual stand out from the crowd, yet still match the dress code in the office.
L i n t o n Tw e e d s Renowned as suppliers to Chanel and other prestigious international fashion houses, Linton Tweed fabrics are of the highest quality, woven and design at the mill in Carlisle (Linton Tweeds, 2015). They are textured, novelty woven fabrics, sourced from all over the world.
Product
Price
A choice of - Jacket, dress, skirt and trousers.
2 piece – Jacket with either, dress skirt or trousers.
4 piece.
On their own.
Place
Prices will start at £800 for a 2 piece.
Promotion Only available through a Gormley and Gamble Fitting in London.
Social Media
Launch Event
Platinum Label M a r ke t i n g M i x
-G&G Office in Bank -Savile Row -Clients office/home 37
M a r ke t i n g O b j e c t i v e s
To have launched the Platinum Range by June 2015
To sell at least 8 suits a month from the Platinum Range
To see a steady increase in overall sales by the beginning of 2016 by 15%
To increase customer retention for Gormley and Gamble by 20% by 2016 through the implementation of the new referral scheme
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Communication plan T h e P l a t i n u m R a n g e L a u n c h & Wo m e n ’s Networking Event The communication plan will consist of organising a women’s networking event that will announce the launch the new Platinum range. It will be an evening of socialising, promotion and networking. The event will be hosted at menswear partner Nick Tentis, a stylish tailor new to Savile Row, held at the end of September. The guest list will be 50 influential women in business from Banks, PR, Law and Finance Firms, Newspapers and bloggers. At the back of the store G&G will set up area where guests are able to view the suits and new Platinum Label fabric samples. There will be a rail of master model suits with the new Limited Edition LuLu Hayes linings which guests can try on and get a feel for the quality and style. For the business women it will be an opportunity for them to hear about G&G, as 91% of women in London aren’t aware that made to measure suits is a service available for women. In terms of promotion at the event:
G&G will offer a ‘£100 off first fittings’ voucher for those who book one there and then at the event.
Personalised G&G macaroons to take away.
For an incentive to increase brand awareness each guest will be given a priority code. Any guest that attends who refers 3+ friends/family –will be sent a complimentary case of champagne.
The event will be a real opportunity for G&G to increase their brand awareness through referrals and word of mouth but also and create a buzz around the brand online through the promotion from bloggers who will have a big online following. If done successfully, G&G could host one every 6 months.
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Bloggers Over the past decade fashion bloggers have become a huge influence in consumer purchasing decisions. The top two reasons consumers follow bloggers is to get style advice and inspiration and to learn about trends and brands’ (Jones. Luxury Daily, 2014). A new report by Fashionbi states that 41% of consumers say that blogs are among the top three sources that influence their purchase decisions, over ruling both websites and magazines. Even though social media is a huge part of blogging, 69% of consumers say they visit the blogs themselves at least once a week (Fashionbi, 2014). Seeing how successful bloggers have been, and the success brands have had from partnering with them for advertising campaigns, events and other marketing efforts, London based fashion and style bloggers will be invited to post and write about the launch/networking event. After the event they will be given their own made to measure jacket to continue posting about G&G on their own blogs and social media. Resulting in creating a real buzz around the brand across social media platforms. This is an example of the type of blogger G&G will invite.
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Cost Price £ Venue – Nick Tentis
Free of charge
Champagne Canapés
Free of charge ( as founders Phoebe Gormley’s father owns Majestic Wines) £160
Personalised G&G Macaroons
£150
Discount Vouchers
£20
G&G Jackets for bloggers
£200 Total: £530
Being a start-up, G&G don’t want to be spending huge amounts on marketing this early on. So a total of £530 for the event is very reasonable.
Timeline May 2015
June 2015
July 2015
Aug 2015
Sept 2015
Oct 2015
Nov 2015
Dec 2015
Jan 2016
Feb 2016
March 2016
April 2016
May 2016
Source New Fabrics Finalise LuLu Hayes Lining Designs Create Guest list Send invitations Order Canapés and Champagne Event Launch Line Bloggers Posts Social Media Line Development Another Networking Event
At the end of the first year, G&G will focus on the development, designs and further promotion of the new Platinum range. 44
Conclusion G&G have real potential to be a large, successful international company. By introducing this new unique range and promoting the brand through various networking and promotional events will help increase brand awareness and push G&G forward to become a well-known brand within London. When this increase in brand awareness has been achieved, G&G can think about accomplishing their long term goal of expanding nationally throughout the UK.
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Lintondirect.co.uk,. 'Manufacturers Of Fine Tweed Fabrics | United Kingdom'. 2015. Web. Available at: http:// www.lintondirect.co.uk/shop/about-us/ (Accessed 15 May 2015.) London, Bianca. 'Suited And Loubouted: Women Spend A FIFTH Of Their Salary On Work Clothes Every Year'. Mail Online. N.p., 2012. Web. (Accessed 10 May 2015) Luluhayes.com, 2015. Web. Available at: http://www.luluhayes.com/ (Accessed 14 May 2015.) Macdonald, M. and Dunbar, I. (2013). Market Segmentation. [online] Marketingsociety.com. Available at: https:// www.marketingsociety.com/the-library/market-segmentation [Accessed 4th May 2015) Mintel, Womenswear UK. Mintel, 2014. Web. (Accessed 6th May 2015) Monhagan, Angela. 'UK Jobs Market Set For Upbeat 2015 But Skills Shortage Remains'. The Guardian 2014. Web. Available at: http://www.theguardian.com/business/2014/dec/22/new-jobs-pay-rises-uk-workers-skills (Accessed 11 May 2015.) POSNER, H 2011. Marketing Fashion. Wikipedia,. 'Savile Row'. N.p., 2015. Web. Available at: http://en.wikipedia.org/wiki/Savile_Row (Accessed 6 May 2015.) Additional sources Interviews Burddett, E. Gormley & Gamble Client. 14th May 2015. Interviewd by HOBBS,C. Gormley, P. Founder and Managing Director at Gormley & Gamble. 1 st April 2015. Interviewed by HOBBS,C. Isac, D. Female Entrepreneur, 13th April 2015. Interviewed by HOBBS, C. Meglani, N. Investor at Stone Milliner. 28th April 2015. Interviewed by HOBBS, C.
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Appendix App.1
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Appendix App.2
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Word Count—3,217 53
You no longer have to be a man to own a great suit.
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