Bjorn Borg Research Report

RESEARCH REPORT

MIRANDA PHILLIPS N0259671 FASH30070 MATT GILL

COME ON IN. . .

CONTENTS CHAPTER ONE

1

Introduction

2

The Aims and Objectives

3

CHAPTER TWO

5

Current UK, Swedish and European markets

6-7

The Student Consumer

8-9

Current Underwear Trends

10 - 20

PEST analysis

22 - 25

SWOT analysis

25 - 29

Brand Authenticity

30 - 31

CHAPTER THREE Bjorn Borg Brand analysis

33 34 - 35

Competitor brands: Product: Diesel

36 - 39

Experience: Jack Wills

40 - 43

Organization: Vilebrequin

44 - 45

CHAPTER FOUR

47

Brief Overview of Current Bjorn Borg consumer

48

Researching Typical Consumers

49 - 53

Target Consumer: Jorge Dainton

54 - 55

CHAPTER FIVE

57

Non- Retail Case Study: Red Bull

58 - 63

Concluding Key Findings

64 - 65

CHAPTER SIX

69

References

70 - 73

List of illustrations

74 - 78

Bibliography

79 - 84

Appendix Contents Appendix Consent Foms

85 86 - 112 114 - 117

CHAPTER ONE

Page 1

Bjorn Borg’s success in Scandinavia has inevitably led them to try to break in to the UK underwear market. They wanted to make the underwear the brand of choice for students. Making an impact in this ever-growing market is difficult, especially at a time when students have little money to spare and expect a lot out of brands regardless of whether they buy in to them.

The team consists of myself, Chelsea Drablow, and Emma Burkinshaw. We have broken the report up in to a further four areas so as to clearly define our research fields; in chapter two we considered the markets surrounding Bjorn Borg, created PEST and SWOT diagrams and looked in to the benefits of brand stories and authenticity. Chapter three analyses the Bjorn Borg brand and a controversial look in to its competitors such as Diesel, Jack Wills, and Vilebrequin. Chapter four is where we define our current and target consumers. Chapter five examines Red Bull’s use of experiential marketing and then goes on to point our our key findings to put forward for implementation.

Page 2

Our insight in to the student market is vast; we are able to not only use our own insights as students, but also living in a student city gives us a wealth of sources at our disposal.

In order to cover as much ground as possible and to ensure that all analysis was justified, we used a variety of different research methods; Our primary research consisted of interviews, trend tracking, photographing the consumer, focus group exercises (in an appropriate student setting), and analysing consumers’ rooms.

Secondary research comprised of online databases such as Mintel, DataMonitor, WGSN, and Verdict, reading books surrounding marketing, branding, and advertising, and the use of own brand websites and blogs.

AIMS AND OBJECTIVES We also set ourselves some key aims and objectives, prior to researching the project, that we wanted to fulfil by the point of implementation. These are: To gain a clear insight into the student target market To understand the UK underwear market To fully comprehend the brand values and concept Without changing Bjorn Borg’s image or product, to make the underwear more desirable Page 3

CHAPTER TWO

Page 5

Initially we decided to look in to the markets which surround our project brief, this encompassed the current UK market (to analyse where Bjorn Borg can break in to it), the Swedish market (to see where Bjorn Borg has come from), and the European market as a whole (to understand where Bjorn Borg will fit in).

CURRENT UK MARKET

After the recession in 2009, the underwear market managed to bounce back in 2011 and sales increased by 1% to £2.6 billion. Women’s lingerie accounts for almost three quarters of the market, 12% of these sales go towards sexier underwear whereas it seems the plainer styles are more popular. Mintel noted that since women account for such a high percentage of the market, they are more likely to become return buyers if they can find a brand that can offer them both good fit and comfort. Marks & Spencer’s is the most sought-after brand when it comes to underwear, over half of women (54% in 2010) buy their underwear from there, and nearly a third of men too(32%). Consumer expenditure is varies a lot, men will generally spend about £10 - £19 on underwear, however women are willing to spend up to £49 on a good quality bra. Over the course of the next five years the population will diminish between the ages of 15 – 24 which could potentially impact the underwear market as this age group are the most style orientated and therefore more likely to buy in to current trends. Fortunately, there should be a rise in the AB socioeconomic group, to counteract the fall in population, of about 19% by 2015; this group are willing to spend a greater amount on goods which could prevent the decrease in sales. Equally, both personal disposable income and consumer expenditure is set to slowly rise over the next five years hopefully resulting in an increase in underwear sales.

(Mintel UK Underwear, 2011 [online] 27/1/12)

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SWEDISH UNDERWEAR INSIGHTS

In 2010, Swedish women’s underwear, nightwear and swimwear rose to 29 million units by 5% in volume and 7% in value, retailing at SEK 4.2 billion. During the recession Swedish consumers cut back on underwear, however in 2010 there was a 7% increase in sales which indicated that the Swedes were perhaps able to spend more on nonessentials once again. In the premium and super premium divisions international brands are outperforming domestic brands. Manufacturers are trying to save on the rising costs of raw materials, consumers could be swayed to spend more in retail by paying value for money. Between 2005 – 2010 women’s underwear grew by 32.8% in value, and by 2015 it should grow by another 11.8%.

(Just Style - Women’s Underwear, Nightwear and Swimwear in Sweden, 2011 [online] 27/1/12) CURRENT EUROPEAN MARKET

The initial recessional hit in 2008/09 was harder but shorter than presumed, by 2010 the luxury goods market was strong again and by 2015 spending on luxury goods should rise by about 65%, of this Europe will continue to be the largest region for luxury. In 2011 expenditure on luxury branded goods was $139.9bn (Verdict – Retailing in Eastern Europe, 2008 [online] 18/1/12). Online retailing is a key area luxury retailing struggles with; luxury brands need to offer more than their online high-street retailers do, such as innovative packaging and same day delivery. Luxury brands should also focus on creating innovative flagship stores in key cities around Europe, not only would this attract wealthy clientele who live around the area but also high-spending tourists from emerging economies are likely to visit.

(Verdict - Global Luxury Retailing, 2011 [online] 24/1/12)

Page 7

Looking in to the three markets helped us to understand what was happening in underwear retailing and how Bjorn Borg could benefit from this. In order to move forward we had to analyse the student consumer that we will be aiming our campaign at;

STUDENT CONSUMERS Students spend a lot of time in pubs and clubs however will also frequent cinemas as a cheaper substitute. Technologies such as social networking and gaming are a big part of their lives with the added bonus of not having to leave their home. Mintel noted a trend of the ‘Screenager’ meaning students who are most comfortable in front of a screen; Bjorn Borg could tap in to this by reaching the students via these medias.

59% of students say they really enjoy shopping, and out of that 75% of women say they do. Female students are both twice as likely as their male counterparts to agree that clothes shopping is a vital part of their life at university, and that they would spend more than they normally would if they were offered discounts. Whilst Bjorn Borg does not do discounts, it is interesting to note that students respond well to freebies; whether it be product or experience.

There is a rise in students, a fifth, choosing to live at home whilst studying at university due to the increasing costs of student debt. Only a third of students have found it hard to find a part-time job, meaning those with jobs will have extra cash to spend as they please. Equally, many students feel that the recession has barely affected them if only to make them slightly more cost-conscious.

Page 8

Many students have taken on a ‘spend now, pay later’ approach since graduates do not have to start paying back their loan until they are earning £21,000. Clothing retailers can tap in to students’ constant desire to look good by tempting them with the need to look stylish amongst their peers, Bjorn Borg can profit from students’ desire to be a cut above the rest.

The Russell Group of universities seems to attract wealthier students who often eat out and generally spend more money on socialising. Students at these universities are also more likely to receive financial help from their parents; by aiming its campaign at the more elite universities Bjorn Borg will be able to tap in to this social group.

The TGI survey showed that on average students are more fashionable than non-students of the same age, 49% said they like to keep up with fashion and only 42% of non-students said the same. Students are also more likely to spend a lot on clothes; 37% over 31% on non-students thus demonstrating that the student market will bode well for this campaign.

(Mintel – Student Lifestyles, 2010 [online] 24/1/12)

Page 9

Understanding the intimates market as a whole is integral to our research and part of this process is looking in to current underwear trends.

UNDERWEAR TRENDS WOMENS UNDERWEAR TREND: GIRLY SPORTS

The Girly Sport trend is most dominant in the youth market, it encompasses dynamic panelling and vibrant colour pops to make underwear stand out. To emphasise the sporty look wide bottom-band elastics are most popular. Basic plain colours with accents of brighter tones will accentuate this look, with an option to move in to abstract prints and patterns in the future. Bjorn Borg will now be able to use this trend to their advantage.

(WGSN-Intimates Youth Styling, 2012 [online] 28/1/12) FIG. 1

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FIG. 2

FIG. 3

FIG. 4

TREND: BRIGHT YOUNG THINGS WGSN recommends ‘“Electric, eclectic” this season with constant overlaying of bright colours, and animal and graffiti style prints (similar to Bjorn Borgs current underwear collection). To attract the student market WGSN suggests keeping bras simple and instead potentially adding exclusive pads or trimming to underwear to entice buyers to buy a collection.

(WGSN-Intimates Youth Styling, 2012 [online] 28/1/12) Page 11

TREND: PAD INTEREST A high calibre of design and function are necessary in this seasons bras; padding is key, however must be elegantly executed with comfort being an equally high priority. A combination of gel pads, maximum push-ups and cushioned underwired bras are all key players nevertheless brands must stand out from their competitors by offering consumers a unique and innovative new style.Bjorn Borg’s push-up bras with lace detail illustrate this trend well.

(WGSN-Underwear Details, 2012 [online] 28/1/12)

FIG. 5

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FIG. 6

TREND: TINY TRIMS The use of minuscule trims and accessories to underwear give a cute vibe to otherwise plain briefs; contrasting colours, bows, trims, ribbons, and elastics should all be used and a key theme seems to be ‘the more the merrier’ on the underwear.

(WGSN-Underwear Details, 2012 [online] 28/1/12)

FIG. 7

FIG. 8

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TREND: BOY BRIEFS Boy briefs have long been the boring staple of women’s underwear, now though boy briefs will be seen blended with both lacy trim and an all round more feminine approach. Bjorn Borg’s Hot-pants offer a key example of boy briefs with innovative detail; even so, there is an opportunity to experiment with fabric-blocking and inventive cotton blends.

(WGSN-Knickers & Briefs, 2012 [online] 28/1/12)

FIG. 9

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FIG. 10

TREND: HIPSTERS Hipsters are the ideal pant to offer in multipacks; Juicy Couture’s sweetie-coloured packs are cute and playful whilst Calvin Klein offers a more sexy ruffle pant version. Whilst Bjorn Borg has already tapped in to this trend, WGSN recommends that brands look into adding details on the back and adding texture to seamless hipsters.

(WGSN-Knickers & Briefs, 2012 [online] 28/1/12)

FIG. 12

FIG. 11

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TREND: WINTER BRIGHTS ‘Rich purple is identified as the season’s must-have colour, with dynamic brights creating energy on shop floors’ (WGSN-Intimates Colour, 2012 [online] 28/1/12) Winter usually brings about the more blander colour tones in fashion, but underwear this season is rife with brights. Victoria’s Secret, Free People, and Bjorn Borg all displayed bold and vibrant colour blocking. Royal blues and rich purples were also seen, and black trimmings add a sensuous detail.

(WGSN-Intimates Colour, 2012 [online] 28/1/12)

FIG. 13

FIG. 14

FIG. 15

FIG. 16

TREND: BRALETTES Bralettes can appeal to both a younger market, with bright cotton lycra’s, and a more sophisticated market, in rich satin sheens. Triangle shapes seem to dominate the more youthful styles while a scooped neck is more appropriate for low-impact sports and casual wear. Layering and trims can work well here and will encourage customers to pay more for the detail. Bjorn Borgs simplistic bra styles will benefit from this key trend.

(WGSN-Bra Silhouette Focus, 2012 [online] 28/1/12) Page 17

MENS UNDERWEAR TREND: EXTRA LARGE LOGO Large scale branding on mens underwear has been seen by Armani and Bjorn Borg, both of which demonstrate how this adds value to otherwise plain items. Bjorn Borg uses these logos to draw attention to the underwear and unintentionally advertise the brand.

(WGSN-Men’s Intimates’ Details, 2012 [online] 28/1/12)

FIG. 17

Page 18 FIG. 18

TREND: OVERSTATED WAISTBAND Colourful and patterned waistbands will also rise this season with waistbands becoming key branding areas for mens underwear. Bjorn Borg could tap in to this trend by creating brightly coloured blended waistbands, or even branching out in to holographic and metallic effects on there already overstated waistbands.

(WGSN-Men’s Intimates’ Details, 2011 [online] 28/1/12)

FIG. 19

FIG. 20

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TREND: LOW-RISE TRUNK In both mass-market and mid-level brands the trunk continues to be a key trend in mens underwear in both simple jersey and hi-tech micro-fibres. WGSN states that “the low-rise trunk is commercially strong as a basic trunk shape”.

(WGSN-Men’s Underwear Shape & Styling, 2012 [online] 28/1/12)

FIG. 21

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FIG. 22

We used a PEST analysis to assess the surrounding Political, Economical, Sociocultural, and Technological factors that could affect Bjorn Borg. The PEST reviewed the external environment and anything that could influence our marketing plan.

Page 21

POLITICAL Student fees will rise in September 2012 by more than 200%, this has caused university applications to fall by nearly 44,000 in the past 12 months . Those students that do go to university will no doubt be more frugal with their spare money and therefore less likely to buy premium underwear.(Lygo. 2012, Telegraph [online] 16/1/12) Due to the increase in youth unemployment, the government has allocated ÂŁ1 billion towards a new programme which is hoped to help youths back in to work. If this is scheme is successful more youths will be employed which will in turn mean they have more personal disposable income to spend in retail.(DWP. 2011 [online] 16/1/12) As of 4th January 2011 there was a rise in VAT in the UK of 2.25% to 20%, in an attempt to boost tax revenue. They estimated it would raise an extra ÂŁ13 billion per year for the government. In order to keep up with the VAT increase, retailers have passed it on to consumers which has resulted in shoppers buying less.(Centre for Retail Research, 2011 [online]16/1/12) The Data Protection Act in 1998 guaranteed the regulation of personal data; this could affect Bjorn Borg if they sent promotional material to consumers email accounts, they would need to make sure that the customers had the right to stop brand communication at any time.(ICO, 2012 [online] 16/1/12) In recent years, ethical trading has become very high profile, the ETI (Ethical Trading Initiative) ensures that companies comply with their standards worldwide. Bjorn Borg will need to make sure they abide by their principles to guarantee customer satisfaction.(ETI, 2009 [online] 16/1/12)

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ECONOMICAL The recession is still greatly affecting retail industries, companies such as Arcadia Group (which owns Topshop, Topman and Miss Selfridge) announced in 2010 that they will be closing around 260 stores over the next couple of years (Mintel Student Lifestyles UK, 2010 [online] 24/1/12). Consumers are still wary of spending and Bjorn Borg will have to offer something extra to entice students into buying.

By 2015 the total underwear market is predicted to have risen to £2.8 billion (Mintel Underwear UK, 2011 [online] 27/1/12). Bjorn Borg will benefit from this rise in consumers.

Cotton prices are rising which will greatly affect mid-market brands who are more likely to opt for cheaper fabrics; H&M argued that its 18% fall in pre-tax profit was due to this and the wage inflation in Asia. The rise in production costs will affect Bjorn Borg, however they will be able to offer customers ‘value for money’ which many other brands will not.(Thompson. 2011, Independent [online] 16/1/12) Debt levels are rising in the UK with student debts averaging 5,000 per year of study (Mintel Student Lifestyles UK, 2010 [online] 24/1/12). Students are therefore less likely to spend money which will affect the retail industry.

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SOCIOCULTURAL Students are reluctant to think about the future whilst at university and have adopted a ‘spend now, pay later’ approach (Mintel Student Lifestyles UK, 2010 [online] 24/1/12); this is advantageous to the retail industry who can target the market with discounts and deals.

Engaging with the consumer on many levels is the key to many successful brands; Tesco Clothing reportedly gained over £2 million in sales in 2010 due to offering discounts and style tips on its Facebook page (Mintel Social Media and Networking, 2011 [online] 24/1/12 ). Bjorn Borg need to build on their consumer relationship to reap the profits.

Equally, Twitter has an average daily use of 760,000 people in the UK (March 2011) all of whom can contact brands directly; in order to gain followers Bjorn Borg will need to humanize the brand and build a long-lasting relationship with customers (Mintel Social Media and Networking, 2011 [online] 24/1/12).

Social networking must be approached with caution, since the site will be in the public domain Bjorn Borg must ensure they do not ruin the brand’s reputation (Mintel Social Media and Networking, 2011 [online] 24/1/12).

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TECHNOLOGICAL In-store technological advances must be innovative and relevant, touch screens allow consumers to interact with the brand and are critical to the final purchasing decision (Sillitoe.

2011, Retail Gazette [online] 25/1/12). Bjorn Borg could experiment with a variety of innovative advances such as fingerprint recognition in-store which recognises the consumers details.

11% of all retail-related web searches in the first quarter of 2011 were on mobile devices (Retail Week, 2011 [online] 25/1/12), Bjorn Borg could consider the Mobile Payment Library which can be used as an app and is similar to a PayPal checkout.

Tablets and Android phones must be considered in mobile-retailing, with the launch of the new Windows phones imminent and iPad’s becoming increasingly popular, customers want to be able to access brands on every level (Retail Week, 2011 [online] 25/1/12).

Online retailing rose by 14% in 2011 to more than ÂŁ50 billion making it a big competitor to the high-street (Guardian, 2012 [online] 25/1/12). Bjorn Borg will need to consider combining its online and offline retailing in order to meet both markets.

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We produced a SWOT diagram in order to asses the key strengths, weaknesses, opportunities and threats that we will cover within this project. The strengths and weaknesses allow us to evaluate the inner workings of the brief, whilst the opportunities and threats demonstrate the external elements which we will need to assess.

STRENGTHS Although Calvin Klein could be seen as a key competitor, the younger generation of consumers do not want to buy in to what their dad has been wearing for 30 years. There is a gap in the market for an innovative and exciting new brand to cater to this generation.(Smith and Sneddon, 2011 [interview] 19/12/11) Bjorn Borg is an exclusive brand which is only stocked in high-end stores, it offers a contrast from Calvin Klein which is available practically everywhere.(Smith and Sneddon, 2011 [interview] 19/12/11) Students are notoriously fashion conscious and eager to fit in with their peers, they will willingly spend a lot of the latest trends and are most likely to experiment with new styles.(Mintel Student Lifestyles UK, 2010 [online] 24/1/12) Bjorn Borg is already successfully selling in Selfridges and House of Fraser in the UK; this means that they are already being noticed by consumers and will no doubt continue to be.(Smith and Sneddon, 2011 [interview] 19/12/11)

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WEAKNESSES Due to the rise in student fees and the uncertain economic climate, students may not be able to pay for such a premium brand of underwear. (Mintel Youth Fashion UK, 2011 [online] 24/1/12) The notoriety surrounding the Bjorn Borg name means that despite the brand not using his celebrity to promote their product; consumers may still relate the tennis player to the product though as the brand is not popular enough in the UK yet. (Smith and Sneddon, 2011 [interview] 19/12/11) Although Bjorn Borg is very popular within the Swedish market, their European style may not translate well to the fickle english student market. (Smith and Sneddon, 2011 [interview] 19/12/11) Bjorn Borgs online presence is not particularly strong in the UK; social media is a key communication device to get to their target market and so Bjorn Borg will need to invest a lot of time in to making it a covetable network. (Smith and Sneddon, 2011 [interview] 19/12/11)

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OPPORTUNITIES Underwear is a necessity and is therefore in constant demand, in 2011 39% of adults said they bought the same amount of underwear as they did in 2010.(Mintel Underwear UK, 2011 [online] 27/1/12) There is an increase in the ‘wealthy achievers’ socio-economic group in the population, this group are more likely to buy into premium brands which which could benefit Bjorn Borg.

(Mintel Underwear UK, 2011 [online] 27/1/12) Brands such as Victoria’s Secret and Gilly Hicks’ move to the UK will increase media coverage and therefore drive more consumer interest to the underwear sector. (Mintel Underwear UK, 2011 [online] 27/1/12) In order for consumers to engage with a brand they need to be in contact with it; the Bjorn Borg target market rely on social media for this interaction and can be easily contacted through it.(Mintel Social Media and Networking UK, 2011 [online] 24/1/12)

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THREATS 3 in 10 men acknowledged that they buy the same style of underwear and are unlikely to experiment with new styles. (Mintel Underwear UK, 2011 [online] 27/1/12) There will be a decline in 15 – 24 year olds which could greatly impact Bjorn Borg, not only are these the most fashion conscious buyers but also they encompass the student market.

(Mintel Youth Fashion UK, 2011 [online] 24/1/12) In 2011, 1 in 5 men admitted to not buying underwear demonstrating the need for brands to engage more with customers.(Mintel Underwear UK, 2011 [online] 24/1/12) There is growing competition for underwear in the UK market which could prove difficult for Bjorn Borg to contend with. (Mintel Underwear UK, 2011 [online] 24/1/12)

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THE IMPORTANCE OF BRAND AUTHENTICITY In order to gain customer loyalty and give an impression of authenticity, brands use stories about themselves which consumers can then buy in to. Brands, as well as people, form identities through sharing stories, and in doing so they allow us to connect to one another through a shared context.

Beverland argues that “they allow us to keep personally relevant identity narratives alive” (Beverland, 2009). Essentially, that in creating these stories the consumers then can relate to them as if they were a real person. The majority of brands use this technique. some use several different stories which only goes to deepen the authenticity. The brands that do this have such a rich background that consumers feel comfortable around them, they believe in them and will therefore willingly buy in to them. Giddens demonstrates how necessary it is to keep brand stories alive; “A persons identity is not to be found in behaviour, nor – important though this is – in the reactions of others, but in the capacity to keep a particular narrative going” (Giddens in Beverland 2009: 33), whether this be with another person, or with a brand.

Below is a table taken from Michael Beverland’s book on building brand stories, we believe that Bjorn Borg has created stories in the following areas; Founding Creation History Community Place While it is a positive thing that Bjorn Borg has a variety of examples of brand stories, they should focus on strengthening these narratives to establish a strong brand identity.

(Beverland, 2009) Page 30

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CHAPTER THREE

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BJORN BORG BRAND ANALYSIS We wanted to clearly define Bjorn Borg as a brand to ensure that any future recommendations we made were in keeping with the brand’s identity. The Aaker model helped us differentiate between how the brand markets itself and the brands actual personality, we were able to clarify, enrich and justify their identity.

In order to assess their competition, we contemplated looking in to Calvin Klein; with 45% of the market share it dominates the underwear market in comparison to Bjorn Borgs lowly 3% (Smith and Sneddon, 2011: Interview). In Advertising Cultures, they argue that brands create polar identities in order to compete in their respective markets; ‘organisations compete with one another to be different (and in the process develop the art of corporate branding and identity)’ (Malefyt & Moeran, 2003: 9). Despite Calvin Klein maintaining the primary position in this market, its brand persona and ethics are completely different to Bjorn Borgs and so analysing its tactics would be futile.

We decided to look at the brand from a variety of different angles; as a product, as an experience, and as an organization. Diesel underwear is similar in style to Bjorn Borgs, it is therefore beneficial for us to see how it is marketed and what they are planning for 2012; Jack Wills does experiential marketing which is extremely successful and relatively low in cost, this type of publicity would fit well with Bjorn Borg who would rather tap in to below-the-line advertising; and finally, Vilebrequin is a similar organization to Bjorn Borg with its laid back style and heritage background.

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AAKER MODEL BRAND AS A SYMBOL BRAND AS ORGANIZATION Successful in Sweden Expanding global market Challenger brand (UK) Combination of consolidated companies and licensed distributors

BRAND AS PERSON Sporty Loud Confident Playful Youthful Happy Energetic Rebel Personable

Red and white Tennis ball Bjorn Borg waistband 70’s tennis icon Sport heritage

BRAND AS EXPERIENCE BRAND AS PRODUCT Bold and bright underwear High quality Underwear Swedish Premium price

Holidays First dates Apres skiing House parties Clubbing Spontaneous trip Festivals Live music Paintballing Beach volleyball

FIG. 24

BRAND AS PRODUCT

:

DIESEL

“Beginning as a company focused on making quality clothing,Diesel has become part of the youth culture worldwide.”

(Diesel Heritage, 2011 [online] 25/1/12) Diesel Intimates was launched in 2007 and has been cleverly crafting new pieces ever since. They base their underwear around three things; quality, durability, and fun (Urban Outfitters. 2012 [online] 25/1/12). The company sells in over 80 countries and has over 300 mono-brand stores, they pride themselves on pioneering new styles, and creative high-quality, innovative products (Diesel Heritage, 2011 [online] 25/1/12). “ Their mission was to create an apparel line perfect for independent people who follow their own unique path in life and for those style-makers who express their individuality by the way they dress...

The company views the world as a single, border-less macro-culture” (Diesel Heritage, 2011 [online] 25/1/12)

FIG. 23

On the website Diesel rejects the title of ‘underwear’ for their product and instead claims to call them “Ceremonial Outfits” (Diesel Heritage, 2011 [online] 25/1/12) in order to stay in keeping with their ‘Diesel Island’ branding. Their most recent endeavour is a collaboration with Warner Bros DC Comics to create four different styles of limited edition underwear;

‘Never before have super powers been so close to your skin. Four heroes. Four models. Four hidden secrets. The fifth element? Diesel itself. Each model bears a uniquely adapted logo. A power through innovation. Welcome to the world beneath.’

(Diesel Warner Bros, 2012 [online] 25/1/12)

Diesel have introduced a small collection of underwear in collaboration with the Warner Bros DC Comic characters: Batman, The Flash, Green Lantern and The Joker. Each boxer has unique elements relating to the power each super hero possesses: BATMAN: “The boxer contains a carbon effect Diesel logo jacquard waistband and a special print, which by using, washing and scratching will reveal a black armour over time.”

(Diesel Superheroes, 2012 [online] 25/1/12)

FIG. 25

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THE FLASH: “The boxer contains a thermo-sensitive print, which makes the red superhero come to live through natural body heat.”

(Diesel Superheroes, 2012 [online] 25/1/12) Page 38

GREEN LANTERN: “The boxer received a fluorescent treatment. A print becomes visible after exposure to light.”

(Diesel Superheroes, 2012 [online] 25/1/12)

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THE JOKER: “Boxer contains a photo print acid effect, inspired by the world famous acid-spewing flower, which the superhero wears on his lapel.”

(Diesel Superheroes, 2012 [online] 25/1/12)

The boxers retail at £25 a pair and although they are essentially a novelty item, their packaging is still of a high-calibre and may appeal to consumers buying them as a gift . This collaboration does, however, demonstrate Diesel’s forward thinking and ability to experiment with new materials and fabrics. Bjorn Borg’s glow in the dark boxer is a vital step in the right direction if they are to keep up with this competitor.

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FIG. 29

BRAND AS EXPERIENCE

: JACK

WILLS

Jack Wills do not use conventional marketing to advertise their product, instead they use brand ambassadors, host events and post viral videos on social networking sites. They have 280,000 fans following them on their Facebook page, their Marketing Manager Freddie Wyatt explains one of the reasons why; “We get hundreds of mentions every day on Twitter and we reply to 90% of them..

People ask a question and we’ll tweet back an answer along with a video.”

(Green. 2011, Financial Times [online] 24/1/12) Page 40

Interestingly the Chief Executive, Peter Williams, said the sole reason for them relying on viral marketing was due to lack of funds whilst they were starting up.

In 2010/2011 they made a profit of £17.4 million on sales of £92 million which almost tripled its profits from the previous year (Green. 2011, Financial Times [online] 24/1/12).

On top of this, Jack Wills recognises that hosting events are a vital marketing tool, Max Reyner, insight editor at LSN Global said; “Events are key here and are taking over from social networking...The fact that Jack Wills doesn’t advertise also helps. Teens like the idea of discovery. The whole feel of Jack Wills is like you’re in a club and you’re shutting out the parents.”

(Green. 2011, Financial Times [online] 24/1/12)

FIG. 30

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Jack Wills use experiential marketing to entice the consumers to not only buy into their brand but also the lifestyle and aura that they create. In 2010 Jack Wills visited three festivals in the UK with their ‘horse-box which showcased some of the best talent in the current UK music scene. They also did a tour of 6 top universities turning them in to Jack Wills Seasonnaire Hubs; free t-shirt giveaways, turned a bar into a Jack Wills nightclub, and offered a free hangover breakfast in the morning. They held a Varsity Match, Jack Wills Polo, visited the BUSC event in the Alps and held several balls at Oxford and Cambridge Universities. To ensure that they broke the American market Jack Wills even hired 8 cool, young boys and girls to hang out in branded clothing and jeeps three years before they even got there (Jack Wills Seasonnaires, 2012 [online] 24/1/12); this demonstrates the extent that they go to to ensure their brand is recognised by the right market.

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It is clear that Jack Wills’ use of Stealth Marketing is extremely valuable to the brands publicity, although Bjorn Borg do already take part in some below-the-line advertising, it could be beneficial for them to broaden their use of this marketing style.

(Jack Wills Seasonnaires, 2012 [online] 24/1/12)

FIG. 32

BRAND AS ORGANIZATION

:

VILEBREQUIN

Vilebrequin began in St. Tropez in 1971 as a swimsuit brand and became well-known for their bold colours and prints. The brand was born out of boredom of briefs which were too tight and revealing, an in an inadvertent revolutionary of swimwear Fred Pryskel decided he would styling his new shorts on surfers’ trunks (Vilebrequin Brand History, 2012 [online] 24/1/12). His creation did not go down well with the French who still ban the wearing of long, germ attracting shorts; as a result, wearing Vilebrequin’s has become a sort of rebellious pool-side statement (Mills. 2009, GQ [online] 24/1/12).

“The well-cut, brightly patterned Vilebrequin trunk has now become the default-setting swim short choice for the high-rolling global Homme Mediterranea. This is not just a swimwear brand, but it a waterborne status symbol, a way of establishing yourself as a bonafide Euro player.” (Mills. 2009, GQ [online] 24/1/12) FIG. 33

FIG. 34

In 1995 the brand launched a ‘Like father, like son’ concept which promoted passing the swim-shorts down through the family, it had such a huge success that they decided to start a collection for boys aged 2-14 (Vilebrequin Brand Concept & Values, 2012 [online] 24/1/12).

For those that are real collectors of the swim-shorts, there is the elite “Sun Collectors” club who buy in to the brand more as a state of mind than as a exclusive clique; “You love luxury, but not ostentation, the off-season more than high season, and usually take off on your own less-beaten path? Then, you are a Sun Collector and you possess the Vilebrequin spirit.” ( Mills. 2009, GQ [online] 24/1/12) Vilebrequin’s became such desirable objects in part due to their revolutionary style and specially designed material, but also because they created such a strong brand authenticity that consumers bought in to their rebellion. Similar to Bjorn Borg’s unique enzyme orientated material and bold designs, they offered something different from the rest of traditional swimwear companies.

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CHAPTER FOUR

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Bjorn Borg describes its current consumer as urban men and women aged between 18-30 who have a higher education and/or income. The brand sells well to this consumer in Scandinavia however in order to tap in to the key trend setters in the UK market, Bjorn Borg need to target a younger, more influential client.

Raymond argues that ‘a brand loses its way when it loses touch with its customer’ needs’(Raymond, 2003: 2), in this light we must ensure that Bjorn Borg fully understands the new market and does not simply use the same tactics as it did in Scandinavia. Student consumers are notoriously fickle however are also relatively easily influenced by their peers and their desire to keep up with current trends.

Our first thought when approaching this market was to look in to trend trackers; in The Tipping Point, Malcolm Gladwell talks about ‘The Law of the Few’ and how “the success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts”(Gladwell, 2000: 33).

These ‘social gifts’ define consumers in to three categories; Salesmen, Connectors, and Mavens.

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FIG. 35

“‘The Law of the Few’ says that Connectors, Mavens, and Salesmen are responsible for starting word-of-mouth epidemics,which means that if you are interested in starting a word-ofmouth epidemic, your resources ought to be solely concentrated on those three groups.”

(Gladwell, 2000: 256) We decided to use this idea to research in to how trends start, we chose three different students who each fit in to one of the categories and used them to analyse how students interacted with Bjorn Borg. Jorge Dainton is our Salesman, he is an extremely persuasive person, he spends his time socialising with friends, is a member of the snow-sports society, regularly spends money on quality products, and often wears bright clothing (see appendix FIG. 3). Gladwell explains in The Tipping Point; “Tom (a Salesman) can build a level of trust and rapport in five to ten minutes that most people will take half an hour to do” (Moine in Gladwell, 2000: 84).

FIG. 36

FIG. 37

Tim Youdeowei is our Connector, he has 1,001 on facebook of which all he classes as good friends, he couldn’t live without his phone and laptop, and goes out around three times a week (see appendix FIG.4).

“Connectors..are extraordinarily powerful. We rely on them to give us access to opportunities and worlds to which we don’t belong..the closer an idea or a product comes to a Connector, the more power and opportunity it has as well” (Gladwell, 2000:54).

FIG. 38

FIG. 39

Tom Trinick is our Maven, he has known and bought in to the Bjorn Borg brand for the past five years, he has 888 facebook friends and is renowned amongst his friends for wearing, and bragging about, such brightly coloured underwear (see appendix FIG. 2). “A Maven is a person who has information on a lot of different products or prices or places. This person likes to initiate discussions with consumers and respond to requests�

(Gladwell, 2000: 62).

FIG. 40

Having defined our trend trackers we then interviewed our Maven to try and get as much information about why he has kept buying the brand for the past five years and what he finds is their ‘stickiness factor’. He was initially drawn to the underwear because of their bright patterns and bold colours, these days he still wears them because he enjoys the attention he gets from wearing such garish underwear.

(Trinick, 2011: Interview)

FIG. 41

Whilst researching our three trend trackers it became apparent that Jorge, our Salesman, would be ideal to take forward as our ‘opinion former’. As a result we then explored a variety of research methods with Jorge such as; Tracking what brands he used daily; since underwear is such a necessity in every persons life, we wanted to see what other brands of ‘necessities’ he used on a daily basis.

Gaging his reaction to Bjorn Borg packaging and branding; we wanted to see whether he felt the packaging and branding was appropriate for the price and quality of the product (see appendix FIG. 1).

Keeping a photo diary to see how he wore Bjorn Borg underwear; this allowed us to see how he wore the underwear, since Jorge generally wears such bright clothing we were interested to see if he would tone down his clothing because the underwear are so bright themselves. We wanted to find out if the boxers were just an accessory to the outfit or actually part of it.

Surveying his room; looking around his room allowed us to understand what Jorge interacts with daily and how he does so. This included all of the products that were not included in the brand and photo diaries.

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FIG. 42

FIG. 43

This process enabled us to reflect on the student market and we soon realised that Jorge was our target consumer.

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A.M.

/ EATS

CHECKS IPHONE

KELLOGS CRUNCHY NUT WITH TESCO OR

GANIC MILK IN IKEA BOWL

/ SIMPLE / BRAUN

SOAP BAR

/ LAB

BEARD TRIMMER

DEODERANT

/

/ SHOWERS

WITH TRESEMME SHAMPOO

SOAP BAR IF HE WANTS TO SMELL NICE

/

MARKS AND SPENCER TOWEL

WEARS CALVIN KLEIN BOXERS,

/

/

DOVE

FIJI VEST BOUGHT

/ SILVERTON JEANS, / RALPH LAUREN HOODIE, / LOUIS VUITTON KANYE WEST HIGHTOPS/ / HAVAINA FLIPFLOPS / HAIR: MATTE PASTE / LABEL M,/ USES MACBOOK PRO,/ TAKES IPAD TO UNIVERSITY, / ACCESSORIZES WITH U BOAT FLIGHTDECK 50 / HAS ROMBOUTS COFFEE / BRUSHES TEETH WITH COLGATE TOOTHPASTE. WHILST TRAVELLING,

P. M EATS WAITROSE PECAN PIE

/

/

CALLS GIRLFRIEND ON IPHONE

PUTS TESCO CHICKEN AND POTATOES IN AEG OVEN WITH

MAGGI SO JUICY SEASONING FOR DINNER

/

PUTS ARIEL WASH

ING POWDER IN ZANUSSI WASHING MACHINE

/

WATCHES THE

MOVIE SEVEN ON HIS MACBOOK PRO WITH GIRLFRIEND / PUTS CLOTHES IN TO ZANUSSI DRYING MACHINE / CHANGES OUT OF BILLIONAIRE BOYS CLUB TSHIRT AND IN TO RALPH LAUREN POLO SHIRT

/

WEARS BREITLING WATCH AND CHUCK TAYLOR CON

VERSE SHOES AT PREDRINKS

/

AND CHANEL COLOGNE

/

DRINKS STELLA ARTOIS

WENT ON TO COCO TANG NIGHTCLUB WITH

FRIENDS IN NOTTINGHAM Page 54

/

/

DRANK GREY GOOSE VODKA WITH

RED BULL AND CORONA BEER

/

EATS DOMINOS PIZZA

/

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CHAPTER FOUR

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FIG. 44

NON RETAIL CASE STUDY : RED BULL Our final case study is on Red Bull, we wanted to research this brand because we felt it would be beneficial for us to analyse a brand that is not involved in the clothing industry.

Adam Morgan argues that in order to succeed as a ‘Challenger Brand’ “we have to find a way of constructing a bridge from an apparently unrelated marketing category to our own” (Morgan, 2009: 29), we aim to do this with Red Bull and Bjorn Borg.

Red Bull started in 1984 when Dietrich Mateschitz realised there was a gap in the market for ‘tonic drinks’ which were being sold in the Far East at the time (Red Bull Company History, 2012 [online] 24/1/12).

It started out in Austria creating its own category in the market of “the legal, yet “hip” stimulant” (Wipperfurth, 2005: 47), despite it being initially rejected from focus groups as “unappetizing” and “disgusting” Mateschitz still persevered giving the drink a price point unjustifiably eight times higher than Coke (Wipperfurth, 2005: 46).

Through a clever use of marketing strategies, rumours and hype, and a very clear brand persona Red Bull has managed to dominate the stimulating energy drinks market.

Before the company had even expanded from the Austrian market it had to be approved by food and drug authorities for each market, because not many people had heard of its key ingredient – taurine – before, Red Bull was approached with caution. As a result of such an extensive inquiry in to its ingredients, it took the German market five years to approve it, not only did a black market start in Munich but also rumours surrounding the brand started appearing about the authenticity of Red Bull.

To many brands this would have been detrimental but Red Bull played in to it creating a ‘rumours’ section on their website which just added to the hype. On top of this, they cleverly realised that in associating the brand with drugs it would appeal to the rebellious youth in the market and so the company’s marketeers put empty red bull cans in toilets of raves to insinuate their drug status. (Wipperfurth, 2005)

FIG. 45

Another key marketing tool they used was to seed a very specific market; “they treated every subculture with the same intense, creative effort that other brands reserve for their mainstream consumer base” (Wipperfurth, 2005: 49).

When the company first launched in New York they focussed all their attention on a market who would appreciate Red Bull, cab drivers and bar staff, because they realised that these were the tastemakers of bar call choice and to get them on board would effectively filter Red Bull through to the mass-market.

“Brand owners with a youthful and edgy positioning for their brand know that if they succeed in antagonizing groups other than their own target market there are likely to be useful side effects” (Hackley, 2010: 227), Red Bull used their targeting of specific markets so that the hype surrounding the brand filters through to the mass-market on its own. Bjorn Borg could tap in to this tactic by promoting their ‘happy, sexy’ underwear when students need it most, e.g before a night out it would be an ideal pick-meup making students feel sexy whilst their out. The brand has already begun to tap in to this strategy by holding a christmas party for ‘Verge’, a student magazine, and providing all partygoers with free underwear (Smith and Sneddon, 2011: Interview). An event planner for Red Bull explained that “Red Bull is willing to invest a lot in making sure people become believers in the brand through hands-on experiences” (Wipperfurth, 2005: 50), consequently they do not partake in customary endorsements, instead they provide celebrities with free product and access to VIP events.

FIG. 46

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In The Brand Innovation Manifesto, Grant argues that it is Red Bulls use of “sampling at festivals and outside clubs, student bars and selective sponsorship”(Grant, 2006: 32) that made it in to ‘The Underground Energy Drink’. Mateschitz learnt one of his key lessons during the early trials which was that Red Bull had to be experienced; “Wherever people are tired, staying up all night, or otherwise in search of a pick-me-up – creating that context became the driving force behind all the company’s marketing efforts.”

(Wipperfurth, 2005: 55) They ensured that all of their sampling, hosting, and sponsorships were all in keeping with their brand ethos which in turn meant that the drink was received how it should be; as a stimulant. We could use this type of stealth marketing in our implementation stage to ensure that the brand is received by the right consumers, at the right time.

The brand also realised early on that in creating a brand persona as opposed to a proposition they would be able to appeal to the masses; they provide ‘energy and stimulation’ rather than giving the consumers a one-liner they insist that they are a “functional drink – energy applies to everyone” (Mitchell, 2012: interview). Bjorn Borg could create a brand identity which can promote the brand as more of a lifestyle ethos than actual product which would make it more desirable to the masses.

FIG. 47

FIG. 48

Red Bull recognise that the student market is extremely susceptible to new brands, in doing so they create innovative campaigns which will cause a stir amongst social groups who then do their advertising for them; “They are at an age where brands will stick with them for life if they experience a special moment on campus or whatever. Don’t be mainstream, be niche and focus on hitting them at a crucial moment that is relevant to them.�

(Mitchell, 2012: Interview) Using these below-the-line strategies has elevated Red Bull to a lifestyle status and consumers that buy in to the brand, buy in to their way of life. We could use Red Bulls rebellious streak when thinking of our big idea to ensure that any stealth marketing Bjorn Borg does, makes an extraordinary impact on the students.

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CONCLUDING KEY FINDINGS Looking back on the research process of Bjorn Borg we decided to establish some key findings in order to progress towards implementation; Whilst Bjorn Borg's use of giving away free merchandise is a valid tactic to tap into the student market, it is also this that depreciates the brand's price point. If they are to approach the consumer as a premium label, they must market themselves as this; in giving away free product Bjorn Borg are inadvertently making themselves in to a déclassé brand.

As demonstrated by Red Bull, brands should aspire to be a lifestyle choice rather than just a product preference. Lury argues that consumers “ want to be a part of that ‘brand tribe’ - we want to belong to that club’ (Lury, 2001: 23). Choosing Bjorn Borg underwear over its competitors should be a statement, a rebellion even, against the norm. In order to achieve this culture club status Bjorn Borg will have to demonstrate its ability to translate its personality into different markets.

Experiential marketing allows consumers to feel how the brand would be interpreted as an entire event, it allows them to connect on another level to the brands identity. This type of marketing bodes well with the consumers; it creates authenticity within the brand, which then personifies it for consumers so that when they come in to contact with it, they will buy into it without having to justify the spend. Morgan argues that as Challenger brands, “we need to enter social conversation: We need to get everyone who comes across us to tell our story on our behalf” (Morgan, 2009:198), by creating a buzz around the brand, the consumers will unintentionally do the promoting for Bjorn Borg.

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Our case study on Red Bull illustrated how necessary it is to experience products in the right context, in doing so it will improve the consumers relationship with the Bjorn Borg brand. Since one recommendation is to create the Bjorn Borg lifestyle, it could tie in that they target those who are in need of either the product, or the lifestyle its creates.

In order to engage with the student market Bjorn Borg will need to clearly define the message it gives its consumers; “Sacrifice allows the creation of strong points of difference by changing the organizations mind-set from pursuing weak universal appeal to a more intense, narrower appeal (and thereby avoiding becoming the “mush in the middle”)” (Morgan, 2009: 169).

Bjorn Borg will need to establish themselves first and foremost as an underwear company – whilst their history may well be involved with the tennis icon, their current marketing should shy away from this.

We intend to take these key findings through to implementation in order to make Bjorn Borg the brand of choice for students. In doing so, we hope to ensure that despite Bjorn Borg being a Challenger brand, it can distinguish itself in the market and establish itself as more than just an underwear brand; instead, as a way of life.

Words: 5,461

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LETS GET BUSY.

APPENDIX

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LIST OF REFERENCES CHAPTER 2 (WGSN-Intimates Colour, 2012 [online] 28/1/12) (Mintel Student Lifestyles UK, 2010 [online] 24/1/12) (Beverland, 2009) (Giddens in Beverland 2009: 33) CHAPTER 3 (Malefyt & Moeran, 2003: 9) (Diesel Heritage, 2011 [online] 25/1/12) (Diesel Heritage, 2011 [online] 25/1/12) (Diesel Heritage, 2011 [online] 25/1/12) (Diesel Warner Bros, 2012 [online] 25/1/12) (Diesel Superheroes, 2012 [online] 25/1/12) (Diesel Superheroes, 2012 [online] 25/1/12) (Diesel Superheroes, 2012 [online] 25/1/12) (Diesel Superheroes, 2012 [online] 25/1/12) (Green. 2011, Financial Times [online] 24/1/12) (Green. 2011, Financial Times [online] 24/1/12)

(Mills. 2009, GQ [online] 24/1/12) (Mills. 2009, GQ [online] 24/1/12) CHAPTER 4 (Raymond, 2003: 2) (Gladwell, 2000: 33) (Gladwell, 2000: 256) (Moine in Gladwell, 2000: 84) (Gladwell, 2000:54) (Gladwell, 2000: 62) CHAPTER FIVE (Morgan, 2009: 29) (Wipperfurth, 2005: 47) (Wipperfurth, 2005: 46) (Wipperfurth, 2005: 49) (Hackley, 2010: 227) (Wipperfurth, 2005: 50) (Grant, 2006: 32) Page 71

(Wipperfurth, 2005: 55) (Mitchell, 2012: interview) (Mitchell, 2012: Interview) (Lury, 2001: 23) (Morgan, 2009:198) (Morgan, 2009: 169)

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LIST OF REFERENCES Fig. 1 Girly Sport Trend (2012) by WGSN [online]. Available at: http://www.wgsn.com/content/ report/Trend_Analysis/Intimates/COMMERCIAL_UPDATES/2011/December/Intimates/commercial_updateusintimatesstyling.html Accessed: 28th January 2012 Fig. 2 Bjorn Borg Girly Sport (2012) by Bjorn Borg Mediabank [online]. Available at: http://bjornborg.printley.se/webnative/inprstyle/runstyle? Accessed: 2nd February 2012 Fig. 3 Bright Young Things (2012) by WGSN [online]. Available at: http://www.wgsn.com/content/ report/Trend_Analysis/Intimates/COMMERCIAL_UPDATES/2011/December/Intimates/commercial_updateusintimatesstyling.html Accessed: 28th January 2012 Fig. 4 Bjorn Borg Bright Young Things (2012) by Bjorn Borg Mediabank [online]. Available at: http://bjornborg.printley.se/webnative/inprstyle/runstyle? Accessed: 2nd February 2012 Fig. 5 Pad Interest (2012) by WGSN [online]. Available at: http://www.wgsn.com/content/report/ Trend_Analysis/Intimates/COMMERCIAL_UPDATES/2011/December/Intimates/commercial_updateusintimateskeydetails.html [Accessed: 28th January 2012] Fig. 6 Bjorn Borg Pad Interest (2012) by Bjorn Borg Mediabank [online]. Available at: http://bjornborg.printley.se/webnative/inprstyle/runstyle? Accessed: 2nd February 2012 Fig. 7 Tiny Trims (2012) by WGSN [online]. Available at: http://www.wgsn.com/content/report/ Trend_Analysis/Intimates/COMMERCIAL_UPDATES/2011/December/Intimates/commercial_updateusintimateskeydetails.html [Accessed: 28th January 2012] Fig. 8 Bjorn Borg Tiny Trims (2012) by Bjorn Borg Mediabank [online]. Available at: http://bjornborg.printley.se/webnative/inprstyle/runstyle? Accessed: 2nd February 2012 Fig. 9 Boy Briefs (2012) by WGSN [online]. Available at: http://www.wgsn.com/content/report/Trend_Analysis/Intimates/COMMERCIAL_UPDATES/2011/ December/Intimates/commercial_updateusknickershapes.html [Accessed: 28th January 2012] Page 74

Fig. 10 Bjorn Borg Boy Briefs (2012) by Bjorn Borg Mediabank [online]. Available at: http://bjornborg.printley.se/webnative/inprstyle/runstyle? Accessed: 2nd February 2012 Fig. 11 Hipsters (2012) by WGSN [online]. Available at: http://www.wgsn.com/content/report/Trend_Analysis/Intimates/COMMERCIAL_UPDATES/2011/ December/Intimates/commercial_updateusknickershapes.html [Accessed: 28th January 2012] Fig. 12 Bjorn Borg Hipsters(2012) by Bjorn Borg Mediabank [online]. Available at: http://bjornborg.printley.se/webnative/inprstyle/runstyle? Accessed: 2nd February 2012 Fig. 13 Winter Brights (2012) by WGSN [online]. Available at: http://www.wgsn.com/content/report/Trend_Analysis/Intimates/COMMERCIAL_UPDATES/2011/ December/Intimates/commercial_updateusintimatescolour.html [Accessed: 28th January 2012] Fig. 14 Bjorn Borg Winter Brights (2012) by Bjorn Borg Mediabank [online]. Available at: http:// bjornborg.printley.se/webnative/inprstyle/runstyle? Accessed: 2nd February 2012 Fig. 15 Bralettes (2012) by WGSN [online]. Available at: http://www.wgsn.com/content/report/Trend_Analysis/Intimates/COMMERCIAL_UPDATES/2011/ December/Intimates/commercial_updateusbrasilhouettefocus.html [Accessed: 28th January 2012] Fig. 16 Bjorn Borg Bralettes (2012) by Bjorn Borg Mediabank [online]. Available at: http://bjornborg.printley.se/webnative/inprstyle/runstyle? Accessed: 2nd February 2012 Fig. 17 Extra-Large Logo (2011) by WGSN [online]. Available at: http://www.wgsn.com/content/report/Trend_Analysis/Intimates/COMMERCIAL_UPDATES/2011/ December/Men-s/commercial_updatesmensintimatesdetail.html [Accessed: 28th January 2012] Fig. 18 Bjorn Borg Extra-Large Logo (2012) by Bjorn Borg Mediabank [online]. Available at: http:// bjornborg.printley.se/webnative/inprstyle/runstyle? Accessed: 2nd February 2012 Fig. 19 Overstated Waistband (2011) by WGSN [online]. Available at: http://www.wgsn.com/content/report/Trend_Analysis/Intimates/COMMERCIAL_UPDATES/2011/December/Men-s/commercial_updatesmensintimatesdetail.html [Accessed: 28th January 2012] Page 75

Fig. 20 Bjorn Borg Overstated Waistband (2012) by Bjorn Borg Mediabank [online]. Available at: http://bjornborg.printley.se/webnative/inprstyle/runstyle? Accessed: 2nd February 2012 Fig. 21 Low-Rise Trunk (2012) by WGSN [online]. Available at: http://www.wgsn.com/content/report/Trend_Analysis/Intimates/COMMERCIAL_UPDATES/2011/ December/Men-s/commercial_updatemensunderwearshapesandstyling.html [Accessed: 28th January 2012] Fig. 22 Bjorn Borg Low-Rise Trunk (2012) by Bjorn Borg Mediabank [online]. Available at: http:// bjornborg.printley.se/webnative/inprstyle/runstyle? Accessed: 2nd February 2012 Fig. 23 Diesel Underwear Campaigns (2012) by Diesel [online]. Available at: http://www.diesel. com/underwear/filter/male/fw11 Accessed: 7th January 2012 Fig. 24 Diesel Underwear Campaign (2012) by Diesel [online}. Available at: http://www.diesel. com/underwear/filter/male/fw11 Accessed: 7th January 2012 Fig 25 Diesel Warnerbros Batman (2012) by Diesel [online]. Available at:http://www.diesel.com/ superheroes/#/home Accessed: 13th January 2012 Fig 26 Diesel Warnerbros The Flash (2012) by Diesel [online]. Available at:http://www.diesel. com/superheroes/#/home Accessed: 13th January 2012 Fig 27 Diesel Warnerbros Green Lantern (2012) by Diesel [online]. Available at:http://www.diesel.com/superheroes/#/home Accessed: 13th January 2012 Fig 28 Diesel Warnerbros The Joker (2012) by Diesel [online]. Available at:http://www.diesel. com/superheroes/#/home Accessed: 13th January 2012 Fig 29 Jack Wills Standon Calling (2011) by Jack Wills [online]. Available at: http://www.jackwills.com/en-us/jw-seasonnaires/homepage/all-photos/ Accessed: 29th January 2012 Fig. 30 Jack Wills Seasonnaire Events (2011) by Jack Wills [online]. Available at: http://www. jackwills.com/en-us/jw-seasonnaires/homepage/all-photos/ Accessed: 29th January 2012 Page 76

Fig. 31 Jack Wills Seasonnaire Events 2 (2011) by Jack Wills [online]. Available at: http://www. jackwills.com/en-us/jw-seasonnaires/homepage/all-photos/ Accessed: 29th January 2012 Fig. 32 Jack Wills BUSC Event (2011) by Jack Wills [online]. Available at: http://www.jackwills. com/en-us/jw-seasonnaires/homepage/all-photos/ Accessed: 29th January 2012 Fig. 33 Vilebrequin Campaign (2012) by Vilebrequin [online]. Available at: http://www.vilebrequin. com/en/ivilebrequin Accessed: 2nd February 2012 Fig. 34 Vilebrequin Campaigns (2012) by Vilebrequin [online]. Available at: http://www.vilebrequin.com/en/ivilebrequin Accessed: 2nd February 2012 Fig. 35 Jorge Dainton (2011) by Jorge Dainton [online]. Available at: https://www.facebook.com/ profile.php?id=515889431 Accessed: 2nd February 2012 Fig. 36 Jorge Dainton 2 (2011) by Jorge Dainton [online]. Available at: https://www.facebook. com/profile.php?id=515889431 Accessed: 2nd February 2012 Fig. 37 Tim Youdeowei (2011) by Tim Youdeowei [online]. Available at: http://www.facebook.com/ profile.php?id=509259530 Accessed: 2nd February 2012 Fig. 38 Tim Youdeowei 2 (2011) by Tim Youdeowei [online]. Available at: http://www.facebook. com/profile.php?id=509259530 Accessed: 2nd February 2012 Fig. 39 Tom Trinick (2011) by Tom Trinick [online]. Available at: https://www.facebook.com/profile. php?id=542431956 Accessed: 2nd February 2012 Fig. 40 Tom Trinick 2 (2011) by Tom Trinick [online]. Available at: https://www.facebook.com/profile.php?id=542431956 Accessed: 2nd February 2012 Fig. 41 Tom Trinick Cutout (2011) by Tom Trinick [online]. Available at: https://www.facebook.com/ profile.php?id=542431956 Accessed: 2nd February 2012 Fig. 42 Jorge Dainton Cutouts (2011) Own Photograph Page 77

Fig. 43 Jorge Dainton Bedroom (2011) Own Photograph Fig. 44 Red Bull Logos (2012) by Red Bull [online]. Available at: http://www.redbull.co.uk/cs/Satellite/en_UK/Red-Bull-UK/Photo/011242758893091 Accessed: 4th February 2012 Fig. 45 Red Bull Events (2012) by Red Bull [online]. Available at:http://www.redbull.co.uk/cs/Satellite/en_UK/Red-Bull-UK/Photo/011242758893091 Accessed: 4th February 2012 Fig. 46 Red Bull Canimation – Ben Hennessy (2012) by Red Bull Canimation[online]. Available at: http://canimation.redbull.co.uk/index.php/gallery#32179301 Accessed: 4th February 2012 Fig. 47 Red Bull Events 2 (2012) By Red Bull (2012). Available at:http://www.redbull.co.uk/cs/Satellite/en_UK/Red-Bull-UK/Photo/011242758893091 Accessed: 4th February 2012 Fig. 48 Red Bull X-Games (2012) By Red Bull (2012). Available at:http://www.redbull.co.uk/cs/ Satellite/en_UK/Red-Bull-UK/Photo/011242758893091 Accessed: 4th February 2012

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BIBLIOGRAPHY INTERVIEWS Tom Trinick, 2011. Student: Interview with Miranda Phillips, London, 4th December 2011 Jorge Dainton, 2011. Student: Interview with Chelsea Drablow, Nottingham, 13th November 2011 Miles Mitchell, 2012. Red Bull ‘Musketeer’: Email Interview with Emma Burkinshaw, Nottingham, 3rd February 2012 Sophie Bond, 2012. Part of Red Bull ‘Wiiings’ Team: Email Interview with Emma Burkinshaw, Nottingham, 3rd February 2012 Neil Smith and Callum Sneddon, 2011. Sales Manager and Managing Director: Interview with Emma Burkinshaw, Chelsea Drablow and Miranda Phillips, Bjorn Borg Offices, London, 19th December 2011

BOOKS Beverland, M. 2009. Building Brand Authenticity; 7 Habits of Iconic Brands. Hampshire: Palgrave Macmillan.

Gladwell, M. 2000. The Tipping Point; How Little Things Can Make a Big Difference. Great Britain: Little, Brown and Company Grant, J. 2006. The Brand Innovation Manifesto. West Sussex: Wiley & Sons.

Hackley, C. 2005. Advertising and Promotion. London: Sage Klein, N. 1999. No Logo. Canada: Knopf Canada Lury, G. 2001. Brandwatching: Lifting the lid on branding. Ireland: Blackhall Publishing

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MALEFYT, T., MOERAN, B. 2003. Advertising Cultures. Oxford: Berg Morgan, A. 2009. Eating The Big Fish: How Challenger Brands Can Compete Against Brand Leaders. New Jersey: Wiley & Sons.

RAYMOND, M. 2003. The Tomorrow People. Harlow: Pearson Education Ltd Taylor, D. 2003. The Brandgym. West Sussex: Wiley & Sons Wipperfurth, A.2005. Brand Hijack. London: Penguin

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Verdict (2011) Global Luxury Retailing: Market Size, Brand Strategies and Competitor Performance – November 2011 [online] Available at: http://360.datamonitor.com/Product?pid=CM00080-007 [Accessed: 24th January 2012] WGSN (2012) Intimates Youth Styling [online]. Available at: http://www.wgsn.com/content/report/Trend_Analysis/Intimates/COMMERCIAL_UPDATES/2011/ December/Intimates/commercial_updateusintimatesstyling.html [Accessed: 28th January 2012] WGSN (2012) Underwear Details [online]. Available at: http://www.wgsn.com/content/report/Trend_Analysis/Intimates/COMMERCIAL_UPDATES/2011/ December/Intimates/commercial_updateusintimateskeydetails.html [Accessed: 28th January 2012] WGSN (2012) Knickers & Briefs [online]. Available at: http://www.wgsn.com/content/report/Trend_Analysis/Intimates/COMMERCIAL_UPDATES/2011/ December/Intimates/commercial_updateusknickershapes.html [Accessed: 28th January 2012] WGSN (2012) Intimates Colour [online]. Available at: http://www.wgsn.com/content/report/Trend_Analysis/Intimates/COMMERCIAL_UPDATES/2011/ December/Intimates/commercial_updateusintimatescolour.html [Accessed: 28th January 2012] WGSN (2012) Bra Silhouette Focus [online]. Available at: http://www.wgsn.com/content/report/Trend_Analysis/Intimates/COMMERCIAL_UPDATES/2011/ December/Intimates/commercial_updateusbrasilhouettefocus.html [Accessed: 28th January 2012] WGSN (2011) Men’s Intimates’ Details[online]. Available at: http://www.wgsn.com/content/report/Trend_Analysis/Intimates/COMMERCIAL_UPDATES/2011/ December/Men-s/commercial_updatesmensintimatesdetail.html [Accessed: 28th January 2012] WGSN (2012) Men’s Underwear Shape & Styling [online]. Available at: http://www.wgsn.com/content/report/Trend_Analysis/Intimates/COMMERCIAL_UPDATES/2011/ December/Men-s/commercial_updatemensunderwearshapesandstyling.html [Accessed: 28th January 2012] Page 81

WEBSITES Centre for Retail Research (2011) VAT Hike to 20%: Effects on Retailers and Consumers [online] Centre for Retail Research. Available from: http://www.retailresearch.org/vatincrease.php [Accessed 16h January 2012] Diesel. (2012) Diesel Superheroes [online]. Available at: http://www.diesel.com/superheroes/#/ home [Accessed: 25th January 2012] Diesel. (2012) Diesel Warnerbros [online]. Available at: http://www.diesel.com/superheroes/#/ home [Accessed: 25th January 2012] Diesel. (2011) Diesel Heritage [online]. Available at: http://www.diesel.com/heritage [Accessed: 25th January 2012] DWP (2011) £1 Billion Package to Tackle Youth Unemployment [online] Department for Work and Pensions. Available from: http://www.dwp.gov.uk/newsroom/press-releases/2011/nov-2011/ dwp132-11.shtml [Accessed: 16th January 2012] ETI (2009) UK to Quadruple Funding for Fair and Ethical Trade [online] Ethical Trading Initiative.

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Available at: http://www.ico.gov.uk/for_organisations/data_protection/the_guide/key_definitions. aspx [Accessed 16h January 2012] Jack Wills (2012) Jack Wills Seasonnaires [online] Jackwills.com. Available at: http://www.jackwills.com/en-gb/seasonnaires/homepage/ [Accessed: 24th January 2012] Lygo, C (2012) The Private Sector is Ushering in a University Revolution [online] Telegraph.co.uk.

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Thompson, J (2011) Rising Cotton Price Puts Pressure on Retailers [online] independent.co.uk.

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APPENDIX FIGURES Fig. 1 Jorge Dainton: Initial thoughts to Bjorn Borg Fig.2 Consumer Profile: Maven Fig. 3 Consumer Profile: Salesman Fig. 4 Consumer Profile: Connector Fig. 5 Email interview with Miles Mitchell: Red Bull ‘Musketeer’ (3rd February 2012) Fig. 6 Transcript of Interview with Tom Trinick: Maven (4th December 2011) Fig. 7 Interview with Sophie Bond: Part of Red Bull ‘Wiiings’ Team (3rd February 2012) Fig. 8 Interview with Callum Sneddon (Managing Director) and Neil Smith (Sales Manager) of Bjorn Borg (19th December 2011) Fig. 9 Team Minutes

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Fig. 1 Jorge Dainton: Initial thoughts to Bjorn Borg These are Jorge’s thoughts when he first received the Bjorn Borg boxers: Packaging: - Likes being able to see the product, with a picture it doesn’t always give a clear representation of what you are buying. The sizing is also clear.

For example, with the Calvin Kleins he usually purchases, he would have to take them out of the box to have a look.

- Although the clear packaging is a positive, it also doesn’t look as expensive. The price of the product isn’t reflected by the packaging, it also feels a bit cheap.

- This along with the white and red colouring also looks inexpensive. It doesn’t reflect the cost of the product.

- I then told Jorge that the products do actually come in boxes when retailed in department stores, he thought that is good as they would probably be ignored by those who were looking to pay more as the initial impression of the brand/product is by the packaging.

- When taking the boxers out of the sleeve, the zip had a nice smooth feel to it. Jorge questioned what the Swedish Exports promo card was, I explained as he was looking at it and when working out what the pictures were he thought it was really cool.

- Jorge then tried the boxers on and explained that they were really comfy, he said he liked the bright band and that it was a good way of ‘peacocking’.

Peacocking: this term is from Canadian dating coach, Mystery (Erik von Markovik). It defines wearing an interesting or bright piece of clothing/ accessory that differentiates the wearer from other men around them. It then can encourage women to start conversations by commenting on the article of clothing they are wearing.

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Fig.2 Consumer Profile: Maven Name - Tom Trinick Age - 22 Facebook Friends - 888 University - Manchester University Course - Management & Leisure Hobbies - Sports, Cinema, Socialising Sports you play (if any)- Football, golf, tennis … Anything How would you describe your style? Ski Bum / Casual What brand is your phone? Apple What brand is your laptop? Apple What is your highlight of being at university? The friends I made What brand of pants are you currently wearing? Bjorn Borg What 5 items could you not live without? iPhone, Toothbrush, Marmite, TV, Apple Juice What is your favourite song/mix at the moment? Noel Gallager’s High Flying Birds (AKA What a Life)

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Fig. 3 Consumer Profile: Salesman Name - Jorge Dainton Age - 21 Facebook Friends - 676 University - Nottingham Trent University Course - Architecture Hobbies - Snowboarding, Wakeboarding, Motorbiking, gym, going out for dinner, socialising Sports you play (if any)- See above How would you describe your style? Relaxed and comfortable with a mix of brands What brand is your phone? Apple What brand is your laptop? Apple What is your highlight of being at university? Going out, socialising, pulling women(!)

What brand of pants are you currently wearing? Calvin Klein What 5 items could you not live without? Laptop (Macbook Pro), iPhone, Grey Goose, chicken chow main, my car What is your favourite song/mix at the moment? Tinie Tempah and Labrinth - Earthquake (Radio 1 live lounge)

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Fig. 4 Consumer Profile: Connector Name - Timothy Youdeowei Age - 21 Facebook friends - 1004 University - University of Nottingham Course - Economics Hobbies - Going out, clubbing, dinner (nandos), gym, reading, mixed martial arts, listening to music, socialising, Sports you play (if any) - Mixed Martial Arts, Rugby, gym How would you describe your style? Laid back, chilled, simple with a lil twist, on trend, swag??

What brand is your phone? Blackberry What brand is your laptop? Dell What is your highlight of being at university? Making a great group of friends What brand of pants are you currently wearing? Calvin Klein What 5 items could you not live without? My phone, laptop, Carmex, protein powder, Cocoa butter What is your favourite song/mix at the moment? Drake, Take Care (Deluxe Birthday Version)

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Fig. 5 Email interview with Miles Mitchell: Red Bull ‘Musketeer’ (3rd February 2012) 1. What marketing tools did Red Bull use to establish themselves in the UK? Red Bull’s marketing strategy launched in the UK from methods used in Austria (the HQ of Red Bull globally and where it was invented). Marketing tools have always been particular at Red Bull moving away from mainstream advertising and focusing on more niche and credible tools, i.e Flugtag (Your Dad funnily enough went to this) and Air race 2. What is the Red Bull target market in the UK? The target market ranges from EPC’S (entry point consumers - 16s+) Right up to infinity. Its a functional drink - energy applies to everyone.

3. How would you describe the typical Red Bull consumer?

Students - 20 year olds to use through sport and study. However, it ranges from athletes to basic office workers.

4. What are your key touch points with students (marketing methods)?

Focus on the functionality of the drink. I.e giving “wiiings” to consumers when they need it most so before sport, exams, essays in the library etc. Again like a smaller version from head office the methods are niche and self-ironic. For example, in exam periods the SBM (student brand manager) has a milk float to drive round at 5am and leave red bull outside students doors.

5. Does Red Bull have any exciting new events lined up for 2012?

At the moment nothing has been announced, with the Olympics brands have their hands tied to what they can and can’t do. Red Bull isn’t a part of the olympics so in terms of a yearly event which always happen (x fighters, air race, flugtag) nothing is happening as of yet.

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6. Which of your campaigns/ events have been most successful with students?

The music events stand out the most for students. RBMA - Red Bull Music Academy focuses on amazing line - ups and putting on parties no other brands could facilitate.

7. What would be your best advice to give to a company who is aiming to attract this type of student consumer through experiential marketing?

Students are impressionable. They are at an age where brands will stick with them for life if they experience a special moment on campus or whatever. Don’t be mainstream, be niche and focus on hitting them at a crucial moment that is relevant to them i.e sport, clubbing and study.

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Fig. 6 Transcript of Interview with Tom Trinick: Maven (4th December 2011) T: Miranda darling how are you?

M: So Tom Trinick where did you first hear of Bjorn Borg..as in the underwear?

T: I actually first heard of them through the department store Ely’s, obviously the tennis player was the first person I heard of, well, that was the way I recognised them but it was in Ely’s that I first saw them M: And what drew you to them?

T: Err the funky designs were cool, they were a bit different, I just really liked them. The whole package really was really good, the styles were far more creative than other lead manufacturers M: So did you only buy them through Elys, actually does Elys still stock them?

T: I think so yes, not too sure M: Do you still buy them from there?

T: Umm I’d probably get them from Bentalls centre in Kingston M: So what other brands of pants do you wear?

T: Umm Calvin Klein, and recently just sort of H&M just cos I can’t afford much these days M: Did your mum used to buy your underwear when you first started buying them?

T: Yeah when I first used to get them she used to buy them, but she was very reluctant at first to buy them.. but I’ve basically collected quite a collection since then!

M: Can you remember how much they cost on average per pair of pants?

T: I think it was roughly £17-18 M: Do you prefer Bjorn Borg underwear to the other brands that you wear?

T: Umm I do, I do, I think they’re just a bit more cooler, the fact that they caused a bit of a stir between my friends was always a bonus M: Who buys your underwear now?

T: Myself, sadly its come to that day.. I mean I’m unemployed and hungover on a wednesday morning!

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M: Do you think when you start your job you’ll start to buy Bjorn Borg underwear again?

T: Yeah I think so, I mean when I’m earning enough hopefully ill be able to afford the finer things in life but for now I’m just going to have to stick with H&M! M: So why are you willing to pay more for Bjorn Borg or do you know why your mum was willing to pay more?

T: Umm I think due to her actually liking tennis I think that was a big factor and I think she just sorted accepted it, whereas funnily enough she wasn’t as happy to buy Calvin Klein’s, she preferred Bjorn Borg’s really, I think it was cos I used to wear my trousers too low and she was fed up of seeing white boxers hanging out so she got me some colourful ones!

M: Do you think the fact that they were by a tennis player and they sold themselves on being ‘happy sexy’ as opposed to the seriousness of Calvin Klein’s?

T: Yeah no it was just quite cool and fun, they were really really cool, they were something different, when they first came out they were completely original in comparison to other leading brands.

M: What swimming trunks do you wear?

T: Umm currently Topman but on the whole I used to wear Abercrombie, it actually depends on what I’m doing; I’ve got some sort of surfery ones but then I’ve got some shorter ones which I was sporting in france and you got the pleasure of seeing.. they were the Villebrequin ones! They’re really expensive though..

M: Is waistband branding important to you?

T: Umm yeah and no, it was a lot sort of a couple of years back, I used to love having branding sort of across my waist well over my boxers, yeah I used to love that.. not so much now, its a bit more.. well I’m just slightly less bothered, I still want to wear nice boxers and if I put on a nice pair I’ll be like ‘yeaah’ M: You like showing it off?

T: (laughs) Yeah, you know me M: Have you ever seen anyone else wearing Bjorn Borg underwear?

T: My brother (laughs) yeah a few but only about 2 or 3 boys, I saw a girl who wore them once..

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M: Oh really? Did that attract you to her?

T: I wouldn’t say it was an attraction because of them but I thought ooh cool, it was more of a talking point M: Ok do you wear them for you or for others to see.. so when you put them on do you feel like nice in them?

T: Bit of both.. mainly because I like them but at same time I quite like that I get such a reaction out of them, like ‘oh whats he wearing’ ‘Bjorn Borg’s again wheyy’ M: Would you wear your Bjorn Borg’s if you knew you weren’t leaving the house all day? So would you choose not to wear your Bjorn Borg’s because they wouldn’t get seen?

T: No no not at all, I’d still wear them for myself!

M: Have you ever influenced others to wear them?

T: Well my brother wears them but actually I think he was first to buy them, but actually Jacques my former housemate from Manchester University decided to steal a pair of my Bjorn Borg’s out of adoration for them which I have literally only recently been given back.

M: Have you ever had comments about them and can you elaborate on them?

T: Ohhh hundreds.. since I first put them on probably about 4 or 5 years ago I have had relentless comments just going ‘Oh Bjorn Borg’s again is it’ and then just ‘What are they?’. Girls tend to like them I believe, I think girls think they’re quite cool, they’re a bit different, stand out from the crowd but I get more comments from blokes.. just because they tend to notice them and are constantly yacking on about them.

M: Do you know about Swedish Exports that they do?

T: Nope M: Ok basically in every pack they give away a little flyer which explains the concept but essentially customers have to send in their pictures of them wearing their Bjorn Borg’s in extraordinary places and situations and they go on the website, the whole point is that your Bjorn Borg’s swedish export T: Oh cool, I should do that, I go to cool places, I’m like a permanent traveller, actually when I go skiing I should just ski in a pair of Bjorn Borg’s.. I’ve actually got a pair of Christmas Bjorn Borg’s Page 94 which have snowflakes all over them and I bloody love them.

M: Are they your favourite pair?

T: They are my favourite pair, don’t think I can wear them anymore though because I think they’ve worn away quite a bit..

M: Nice..do you follow the Facebook page?

T: Err no not really, I’ll have a little look if I’m online but not really no M: Ok, you know when you were at uni did you buy your uni or your mum?

T: Oh no my mum bought them for me then, I had to go home every couple of weeks to get clean boxers..

M: Does george still wear them?

T: Not so much, he’s sort of moved away from them, George just doesn’t like anything thats too popular M: So do you think Bjorn Borg is popular?

T: Well, it was getting popular but its died down now..

M: Finally, what is ‘happy sexy’ to you?

T: A girl wearing my t-shirt

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Fig. 7 Interview with Sophie Bond: Part of Red Bull ‘Wiiings’ Team (3rd February 2012) 1. What does being in the wings team involve?

Being in the Wiiings team involves sampling cans of Red Bull to the public. It isn’t just anyone, we get set specific targets for example, teens; finding them out and about at skate parks or dance classes.(When sampling teens they have to be 16years old or older) Sports is an important category particularly with the new PET plastic bottle so find people playing football, rugby, cricket, swimming, at the gym. Another important category is ‘at work’ So this could range from office jobs to builder on site. So we sample all over Nottingham even as far as Leicester and Loughborough to bring people wings in their time of need!

2. What made you want to work for Red Bull?

I wanted to work for Red Bull as I knew what a wicked company they are! They’re internationally recognised and the job role is great for the CV. Festivals and extreme sports are real interest of mine and they cover lots of these world wide so I wanted to get involved with this. It is also a really convenient job to have being a student.

3. How do you promote the brand to students directly?

The wiiings team aren’t allowed to sample students, but we have what is called SBM’s. (Student Brand Managers) And it is usually one guy from a certain uni (Our one at Nottingham is a guy called Mike from Notts Uni) and they are in charge of spreading the Red Bull love to students on campus. They are in charge of creating cool events and hosting parties for the students.

4. What has Red Bull got planned for 2012?

Red Bull has got alotttt planned for 2012! As i mentioned they have recently launch the PET bottle which is exactly the same ingredients but just in a bottle which is good for sports and people can dilute it with water if they want to. In terms of events, there are so many to name as they are constantly things going on all over the country but to name a few they have an event called crashed ice, and an event is coming up, although i can’t remember the name of it, but they think the location is going to be in Wales which is like a cliff diving contest. There is going to be a really exciting and massive launch of something new at the end of summer but it is top secret so unfortunately I Page 96 can’t let you know just yet!!

5. What factors do you think make the brand so appealing to the student demographic?

I think Red Bull is appealing to students mainly for all the different things they are involved in, which too appeal to the student demographic. For example, festivals, extreme sports such as skiing, rally, bmx, enduro, and of course helping us students through the long nights of work providing us some energy! RBMA (Red Bull music academy) is also a great aspect of the brand where they work with artists which students love such as Toddler T, Skream and Benga, Ms Dynamite, Katy B to name a few. (Search for Red Bull Revolutions in Sound and that is possibly one of THE coolest events they did in 2011- was gutted I couldn’t work this!)

They are simply associated with being a ‘cool’ brand and highly aspirational.

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Fig. 8 Interview with Callum Sneddon (Managing Director) and Neil Smith (Sales Manager) of Bjorn Borg (19th December 2011) CD: So when you were saying about the product being retailed at quite a high price point, we were wondering if you feel that consumers are paying for the name Bjorn Borg or the actual quality of the product CS: I think the quality of the product is higher than Calvin Klein, so if you talk to any of the retail buyers they always say..they don’t mind the price point because they feel the product is much better. So you’ll be able to wash it three or four times and it’ll come out fine NS: Yeah our product is washed before its cut so it doesn’t bobble so it can withstand a certain amount of washes CS: So I think the quality is definitely better and people appreciate that and because its underwear its meant to be for quite a long time so yeah CD: So do you think with the high price point that makes it more exclusive or desirable?

NS: We want to keep it premium thats..

CS: Yeah if you were to compare it with Scandinavia where the brands been for a while then its 70% market share, so you walk down the street in stockholm and they’ll be 6 stockists, they’ll be a stand alone Bjorn Borg store, they’ll be in NK, they’ll be in a stadium – which is like a duty free place – they’ll be everywhere and cos they’re like Calvin Klein here so there in the likes of TK Maxx and Matalan and Debenhams, they’re in John Lewis and if you wanted to buy Calvin Kleins, you know you don’t have to buy Calvin Kleins full price, you can buy them discount whereas we don’t want to be like that, we want it to remain medium to high, we’ve got say around 100 stockists at the minute, in 2 years time well have 250 and we don’t really want it to be more than that. So we want to ...

NS: Yeah its about having the best stores in the best towns, and almost about trading on those reputations, cos a lot of the guys who shop at these cool independents, they’re looking for the stores that make up their own minds, if that particularly stores stocking it, then its like.. ah that guy must be cool then. I’ll buy it because its in that store. And I want the carrier bag.

NS: The pub test is always good..you know you could wear a really wacky pair of pants hey but I bought them in such and such..oh right, oh must be cool then.

CS: And were much more established in london south east than we are up north, so we talk to buyers Page 98 here and they all buy the wacky prints and the colours, but you talk to some buyers from

the north, say scots for example in Manchester, who say well why would guys wear pink pants.. so it is quite a divide between North and South really..

NS: And thats why we’ve focussed (three pipe) so lets get products on to footballers, and like these opinion leaders for a lot of mass market for guys, if you know a guy who plays for England is wearing a pink pair of boxer shorts, hey it must be alright to wear boxers!

CD: And we were wondering with the happy sexy slogan, how do you think it relates to the actual product?

CS: Yeah so we are never going to say to consumers “we are happy sexy” ok what we’re gonna say is Bjorn Borg says Ja to things that are happy sexy, so something the likes of, so its innuendos type of things, so being on top, could be about being on top of the league table or just being on top.. so its about Bjorn Borg says Ja to no underwear, so we’ll never come out and say.. internally we talk about happy sexy so everything we do so all our marketing and promotions and product should be happy sexy. So bright colours, bold waistband, fun prints, cool packaging, so the way that we present stuff..

CD: So its not like a thing its definitely more of a theme..

NS: Its a tone of voice, you look at the promotion in Selfridges, it was happy sexy, instead of the Ralph Lauren promotion which was going on a the same time, which was serious sexy CS: So everyone watching the promotion was smiling, having fun with the people dancing, so thats what happens when it works out best, so its a tone of voice, happy sexy with a sporty twist.

So you think like turning the lights off...

NS: Yeah so autumn winter, this collection here, its all about using your imagination, so they’re quite provocative shots but you’ve kind of got to use your mind to work it out whats going on.. theres a great one in the mens one actually..

CD: And what do you feel has been the hard part of translating the success abroad over to the UK? CS: I think its about awareness with the retail buyers, I mean we’ve got to get past the retail buyers to get to consumers, so its getting the retail buyers interested in buying Bjorn Borg, they don’t need to buy our underwear brand, they do because we offer something different to the rest, people have said no because really they’re not used to it so they think it wont work NS: They’re trying to cater to their consumer and they don’t want to take a risk CS: And we don’t have the money, and we don’t really have the want, to do a big consumer adPage 99 vertising campaign... so we rely more on Youtube and virals and things like that

NS: Yeah its all below the line activity, so if we talk to buyers and we say our whole thing is the happy sexy tone of voice and its not their tone of voice then you know..

CD: So are you able to tell us who have been reluctant to stock it?

CS: Err harrods, yeah harrods wont have us, because they appeal to a much more touristic or Arab consumer, so its about £60 that they’ll spend on underwear and it’ll all be in black and thats it.. and the customer will love it..

NS: And theres an account call Zee & Co and the quote from the owner was “I cant stock this, its too European” CS: So its that type of thing, but, well everybody else, so when you say, Harrods said no, but then John Lewis said yes so maybe they can see the opportunity.. and as I said I think it gets more difficult the further North you go because its more away form the sort of upmarket super stores CD: Do you think thats main difference between your market abroad to the UK? CS: In Holland yeah, the brand awareness is huge,you can put Bjorn Borg on anything there and it’ll sell, so its gone beyond the..

NS: And they’ve got customers banging on the door wanting the product because theres demand for the product CS: In holland they’ve had to turn people away...

CD: Yeah so the actual consumers they aren’t, they wouldn’t reject the brand, they are very susceptible to it..

CS: The consumers definitely are yeah, I mean we sold £10,00 worth of underwear last week in Selfridges on one square meter which is a significant amount without doing any real advertising, so if you think that this company started in january and now we’ve got 18 in total (Can’t hear..)

CD: So I was gonna ask what you think Calvin Klein are doing that makes them work at the moment that lets them take such a big market share but then I guess it is just that your not quite as known..

NS: If you look back, I mean if you look back to the 80’s, say when they launches boxer shorts in the UK, and I mean at the time, Calvin Klein were the first brand to offer the UK consumer a branded boxer short so they then quickly established themselves in to the UK market, to become Page 100 market leaders.and they bought a lot of brand loyalty with their advertising, so if you cut back to

then its like “Oh so and so wants a pair of boxers, well Calvin Klein’s is the obvious choice” and hence why retailers take in the brand.. because its easy CS: And its easy at the minute, you know, even thought they’re distributed right from the discount stores through to the upmarket stores and its that point that we don’t want to get to NS: Well a lot of the independents now, they’re kind of seeing their Calvin Klein sales, not disappearing, but dropping off a bit because you know theres a younger punter coming through the door now, you know for the first time ever buying his own underwear instead of his Mum buying it for him and they don’t want to buy something that their Dad wears, their Dads been wearing Calvin Klein’s since the 80’s and in their mind a pair of white Calvin Klein boxer shorts are just a bit..

CS: And again with Calvin Klein, they’re obviously in thousands of stores in the UK, but we offer quite a difference, so you’re not competing with the Matalan and TK Maxx’s because were quite exclusive, so you can have it in that town and you’ll be the only person selling it in that town so you can sell it at £20 whereas there might be 5 different stockists for Calvin Klein all offering different prices. We’re more up and coming so we can offer a bit more NS: So our price point is expensive but its not out of reach of those buying in to a brand, you can go in to a high end independent store and buy some.. so its quite accessible.

CD: And do you think with the name Bjorn Borg people will immediately reference it to the tennis player, like how heavily influenced are you to Bjorn Borg himself?

NS: I go round on all types of sales guys and you say “oh did you know he was a tennis player?”, I mean its like Henri Lacoste, Fred Perry, you don’t associate with the man, its just the branding, they just think its like a Calvin Klein thing.

CS: So I think with Miles who generally is around Neil’s age and deals with Bjorn Borg so they’ll start the conversation there but the consumer, no. But did you know?

CD: Ah no I didn’t really know CS: Yeah so you would be our typical consumer CD: But like how heavily influenced do you want everything to be about the tennis player himself?

NS: We don’t.. we did the Bjorn loves john campaign last summer which was probably not what we really wanted to do CS: It was quite optimistic,it was wimbledon. And it was a bit of getting the brand out there but it wasn’t the right thing for the brand NS: Yeah were the brand not the tennis player CD: Still got the teeny tennis ball in the logo (laughs) Page 101 NS: Yeah I suppose we’ve got to have that though!

CS: But the brand yes NS: I mean a lot of brands couldn’t buy in to the heritage we’ve got, you know you can sort of reference that, so we’ve got a point of reference which a lot of brands don’t.

MP: What would you say has been your most successful form of marketing, so I know you said you managed to sell £10,000 worth of pants?

CS: I think the events that we do, in-store events and things like that MP: What are your current forms of digital promotion to keep up with the rapidly developing..

CS: Yeah I think thats where we don’t do enough, we’ve got a twitter but its based in sweden and its more reactive than proactive NS: And ultimately our consumer lives on Facebook and you know were not doing enough to kind of keep up MP: Have you got someone in the offices or something?

NS: We have at the pr agency who are allegedly doing our Facebook but you know, we’ve only got 300 odd lines, we’ve been going for a year and its just so..

CS: I mean we haven’t done anything (laughs) but I mean we haven’t done anything to promote it.

MP: Have you got a Facebook or a Twitter or anything on the packaging or at the point of sale at all?

NS: The tricky thing is so everything comes out of Sweden so.. and I guess its one of our downfalls is each market has their own Facebook page which is good in one respect but difficult because everyones trying to break the market.. umm we know we need to do more on Facebook/ Twitter and were hoping this student promoting campaign could be great cos if we can get 3 or 4,000 likes then we can start speaking to that consumer directly, even get us on Asos CS: Yeah I mean even Twitter, I mean you guys probably all use it, but Twitter outside of the UK is actually quite small, so in Scandinavia people use Twitter but they don’t use it like they use it here, so to have like 300 followers in Sweden is quite a lot, Mark Wright’s got half a million NS: Yeah we gave some product to the rapper ‘Sway’ and I mean he’s got 60,000 followers on Twitter, and he sent a ‘twitpic’ of him wearing the boxers and within an hour 5,000 people looked at that Page 102picture and commented on it

CS: I mean I think a definite recommendation could be that that could be one of the things that we need to work on cos its obviously a lot more powerful here than it is in Scandinavia, I mean we did an activity with the student magazine ‘Verge’ and we didn’t want to just give them underwear so we took a changing room down to their Christmas party and said give us your old underwear and you can have some new Bjorn Borg’s, and usually on Facebook we have about 2 people talking about us but that brought about 60 people to start talking about us NS: The feeling toward the brand, in regards to Verge magazine, Peter had to get security down, he literally had to stop people coming in because everyone was loving it, but we were saying the amount of people who probably woke up the next day and were like what the fuck are these?!

CS: But with the breakdown were spot on in terms of consumer NS: Yeah 18 to 24 CS: And its slightly more in terms of the older than in the younger age groups so..

MP: Yeah I mean I know you said you weren’t doing much in terms of social media but do you have anything planned, or is that purely up to the pr company?

CS: We err we know we need to do more, but we don’t know what it is exactly that we want to do, but its definitely something that we need to build on. We wont do any above the line advertising, what we will do is Twitter, Facebook, so its just a matter of time..

CD: But the thing with the party you were saying your having in February at London Fashion Week, thats quite technological with the whole projecting it on the water so I guess you are exploring it?

CS: Yeah well thats an event, I think Sweden sort of has a quite stylish, quite fashion forward but also quite technologically advance and I think NS: A lot of like, spotify’s form Sweden, few other big things that are too CS: Yeah theres a new upcoming app called Wrapp, w-r-a-p-p, so its sort of like Facebook and you can gift things, so you gift gift cards £ worth of vouchers of Bjorn Borg’s and then they buy from here NS: And its free as well cos its sponsored by the brands so rather than the brands spending x amount on trying to advertise themselves id rather just give you £5 to spend on the product CS: So the brand can choose so they’ll say we only want this to go to females who are between 18-30 so it’ll only appear on the Facebook pages of them so its really targeted promotional marketing Page 103

MP: Do you know the percentage of people in the UK who buy in-store or online?

CS: No we don’t, were doing some research at the minute, which is looking in to all these sorts of questions, so were just commissioning some research that’ll come out in February of next year so we’ll find out then!

MP: And what do you feel are your current connections with the student market?

CS: I’d happily say they’re limited, but I think look at Verge magazine, NS: It shows that theres a demand..

CS: But I think there definitely is an opportunity for more connections, so if you look at more like Jack Wills NS: Yeah I mean Abercrombie when they launched in the states all they did was pair up with a couple of top universities and opened stores nearby the college campuses and basically just went in to the campuses, guys with no shirts one, girls with bikinis on and suddenly literally overnight just adopted and Abercrombie was their brand of choice MP: We were saying how Jack Wills..

EB: Yeah they sent packages of Jack Wills to people in boarding schools and thats how the phenomenon came about NS: And we think underwear we can do that, we just need to get those key people in the universities CS: And I think we’ve probably got a bit more longevity than the likes of the others because they’ve either become super young or just too old.. so we want to be a bit longer with that, so with underwear because its hidden to some extent it gives you that.. you know...

EB: Would the brand be willing to change its current marketing tactics to pursue its current consumer CS: I think wed adapt or add on to our existing tactics, I think digital is the way forward, but yeah we would adapt to the student market EB: Would you be willing to create an exception for students such a discounts?

NS: I think wed stay away from discounts because we don’t want to be seen as a discount brand, we’d rather give you vouchers.. we need to do something smart with that, like Swedish Exports, which finds the best photo each week and they get a free iPad2 so maybe we should team up with another brand so together were stronger so brands that for us that would maybe be like Virgin Atlantic because they’re quite sexy and were quite a sexy underwear brand. Collaborations Page 104 would be interesting, whether its with brands or its with designers or with events like that,

Movember was quite good for the mens side, its not something we own though, maybe like the biggest tennis match played in the world in Wimbledon or something.

MP: Do you do anything at Wimbledon at all?

CS: No, well we did the Borg McEnroe, but we want to get away from solely being about tennis because were a fashion brand, we’ve come from a sports heritage but were a fashion brand NS: We also looked at doing sort of celebrity type things, you know the “supergo” (Can’y hear..)

Alexa Chung collaboration was really interesting, CS: A mans face on the brand is probably you know, because were already pretty established there.. but a woman’s celebrity whatever, would be quite good, like Stella McCartney has done various with people like H&M, and that worked well, I mean you might not sell that much but these things work, what works really well is the PR NS: But its just about getting the brand out there, getting it noticed CS: So I think that would be quite a good thing..

EB: The next question is about collaborations but you’ve answered that so! Umm we are planning on visiting universities, would you be willing to give us some product to give out or promote with?

CD: Or even just like flyers and merchandise MP: We were planning on going on a university tour to tap in to the market, maybe just to like the key universities, like Exeter and Durham so theres a higher class student there where they’ve got more money to spend CS: Exactly right, MP: And we were thinking of all going there and we wanted to make a buzz, we wanted to get people involved and get them excited NS: I think giving out product is absolutely fine but you need some sort of mechanic there where you make it sort of we give you this, you need to do this, you know..

CS: So maybe recruiting them as being Bjorn Borg ambassadors, so maybe they take charge of the Bjorn Borg group in that city so how can they do that.

MP: Yeah I mean potentially we can always promote the being on top idea at universities and find out which is the best team or whatever NS: And then obviously with that they need to send us a photo CS: I think that we should link it up with Peter, who came to Nottingham, have you got his details?

MP: No, no I don’t think we do Page 105

CS: I’ll give you his email, because he’s running that side of things for us so we should make sure that were not sort of crossing over with that and confusing the two.. but yes we’ve got loads of product.

EB: And finally, what trade shows are you at?

CS: Ok so Bread & Butter, still go to that, and in the UK, were going to Pure, which is menswear.

MP: Have you heard of Le book?

CS: Umm no..

MP: They basically do trade shows all around the world and invite loads of brands, photographers, pr companies etc to come and meet and have face-time with each other, I worked with them in summer and it was really interesting, I think your Sweden office might of gone to one of their European events..

CS: We went to an interesting sort of similar event earlier this year actually which was about digital marketing and sort of x amount of brands were invited and then x amount of pr companies were invited and it was really interesting, quite a varied number of brands, sky sports, etc..lots of people seem to want to work with us though.

NS: The music scene has a lot of scope which we are interested in as well EB: The music scene though, would that be..

CS: Yeah I mean I think theres probably two outlets to it I mean theres the sports and the music NS: I mean I think they sit together quite nicely EB: You can imagine it with like DJ’s and stuff All: Mmm (agreeing!)

CD: And with the glow in the dark MP: What music scene would you say you would try to fit in to?

NS: Well we’ve done a little bit with the boyband/ girlband which is fine, recently we’ve been trying to recruit this guy whose really in there with european music, you know but he sounds like Lethal Bizzle, and its the sort of market which I don’t really know but a lot of these guys are very Twitter savvy, Facebook savvy... and I think a lot of our target audience follow these guys and..

CS: And theres a lot of fashion that comes out of here NS: And I think, if you think of music and Bjorn Borg I mean they stick together very well, so I think if you can tap in to both of those markets it would be really great CS: I think the secret to that is, we can get people like that quite easily, I mean in the last month we’ve got like a dozen but its what you do with it then, and I think thats the difficulty, how do you translate Page 106 that into getting more advocates of the brand

NS: And its sales ultimately CS: Cos its nice to get lots of product on lots of people, but, so what?

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Fig. 9 Team Minutes

Monday 3rd October - Lecture Attendance: Emma, Mimi, Chelsea Individual research for presentations

Thursday 6th October – Team meeting Attendance: Emma, Mimi, Chelsea Mimi’s individual presentation feedback on the self devised project idea Discussing the types of things that need to be included in our project, considering merging both the Boy Teen magazine and Boy Teen shop as for the Idea Development

Monday 10th October – Lecture and Team meeting Attendance: Emma, Mimi, Chelsea Attended lecture about the live project choices and discussed the research we would all do into each brand

Saturday 15th October – Team meeting Attendance: Emma, Mimi, Chelsea Analysing the research for each brand and discussing which brand is most appealing to our needs and strengths.

Each of us favoured the Live Project – Bjorn Borg The Self Devised project – The Boy Teen shop

Monday 17th October- Team meeting Attendance: Emma, Mimi, Chelsea Handed in finalised version of our project choices to Eleanor Clayton We set out a timetable of the tasks we each needed to complete over two days Added to the Ideas Generation Blog and set up Bjorn Borg Blog on Tumblr

Wednesday 19th October – Team meeting Attendance: Emma, Mimi, Chelsea Created a questionnaire for the Live Project on Survey Monkey and sent out to people on Facebook We went to the Library and each took out three books about the Teenage market for the Self DePage 108 vised project

Friday 21st October – Team meeting at the Library Attendance: Emma, Mimi, Chelsea We looked at each other’s notes from the workshop e.g. Paul mentioned that we could use a gaming brand and offering a clothing extension to it for the Boy Teen age. However we did not want to do this and chose to not focus on the gaming/ tech side of the shop.

After listening to Tim and Matt’s feedback we decided to make sure that the shop is aimed at an older age range and not teenagers as this could deter them. Research also showed that other successful brands with the teenage market like Jack Will’s have targeted an older range group – University students and thus the teen generation followed this trend. Discussing this today has given us a clearer understanding of how to target these teens and why previous shops that have promoted the idea of being ‘teen wear’ have failed to be successful.

Each of us need to research the Tipping Point for both the Self Devised project and the Live project and see how this method helped to promote other brands in the past. Key feature – not the brand that needs to change but the people who wear it can have a huge impact.

Monday 24th October - Lecture and team meeting at Emma’s flat Attendance: Emma, Mimi, Chelsea The lecture- looking at innovative ways in which our research could be created and adapted to find the most information about our target consumer for both Bjorn Borg and the Boy Teen shop.

In our meeting we made mind maps clearly showing ways our research could be conducted.

Aim: To find opinion formers that are fit the target market for Bjorn Borg Buy plain pants for Boy Teen research tactic Give the tracking journal to the Boy Teen we are going to use for primary research

Monday 31st October – Lecture and team meeting with Matt Gill in Waverley Attendance: Mimi, Emma Emailed Eleanor Clayton the Bjorn Borg questionnaire Emailed Rob McCallum ( works in Jack Will’s Head Office as a promoter for their university outfitters.)

Discussions: Define the type of consumer group we are marketing to We decided to use simple questionnaires to get the basic information and research for the Boy Teen shop but then use other innovative, creative research methods for our primary information to get a clear understanding of why we think this type of shop would be successful and to show that we have ‘the golden nugget’ of information about this consumer group’s needs.

Research American brands like Abercrombie to see what their original tactics were to draw in the Page 109 difficult teenage market. Important to show the increasing influence of American culture on this

age group.

The space itself is extremely important therefore we need to look at different destination shops where teenagers go and research why these have been so successful in the past.

Methods of reaching teenage boys: Giving out flyers on the street with the link to the survey on the leaflet, contacting Ocean nightclub about their under 18s night, contact local shops in Hockley and Market Square in Nottingham.

Form a questionnaire to give to parents of the teenage boys.

Call Nottingham High School for Boys to see if it is possible to giv questionnaires or form a focus group with some of the boys.

Tuesday 1st November – Team meeting in Bonnington Attendance: Emma, Mimi, Chelsea Emailed Nottingham High School for Boys to enquire about using boys from the school to research the shopping behaviours of teenage boys.

Compiled a questionnaire to give to parents of teenage boys.

Called Rock City in Nottingham to enquire about handing out flyers (with the link to our questionnaire) outside the club to teenagers on the Under 18s nights.

Called Nottingham City Council for a permit to flyer in the Nottingham city centre.

We chose a research method to engage with teenage boys: Giving them a plain piece of paper and asking them to imagine it is a room and write words/draw pictures of things they would want inside of that room that would keep them entertained for the day if they had to stay in that room.

Wednesday 3rd November – Meeting with Bjorn Borg representatives Attendance: Emma, Mimi, Chelsea Showed our four main research questions that we want to tackle for both projects Chose and created opinion former moodboards for three people: The Connector- Tim Youdeowei, The Maven – Tom Trinick, The Salesman – Jorge Dainton We chose the exact questions we wanted to ask the opinion formers to get a clear insight into their lifestyles.

Printed outlines of kickers and briefs to give to students to design with colours Added important information from the representatives onto the Blog

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Thursday 4th November – Team meeting in Bonnington Attendance: Emma, Mimi, Chelsea Contacted more schools in the Nottingham schools Contacted more schools in the Nottingham area: Trent College and Djanogly Academy.

Created a questionnaire ‘Investigation into the male market’ and sent to teenage boys.

Signed up to the Jack Will’s Forum to get an insight into their type of teenage community.

Created flyers on Photoshop with a link to our questionnaire that we will give out to teenage boys on Monday.

Each of us began to research each opinion former thoroughly to decide who’s lifestyle and personality would be the most suitable to use in our tracking journal.

Monday 7th November – Team meeting at Spanky’s Attendance: Emma, Mimi, Chelsea We chose Spanky’s as for the location as it is very popular among students. We gave the ‘What is happy sexy?’ boards to students who could write their definition.

Took photographs of the night

Thursday 9th November – Team meeting at the Orange Tree Attendance: Emma, Mimi, Chelsea We chose the information we needed to use for our consumer profile in the self devised project.

The profiles will be divided into three types of consumers that we want to target.

Decided the questions that we are going to ask the Maven: Tom Trinick is his deep DIVE interview with Mimi.

Wednesday 16th November – Team meeting at Chelsea’s flat Attendance: Emma, Mimi, Chelsea Organised all of the research for our individual Interim presentations Emailed Ryan Jones for the consumer profile questions Discussed the Wrigley’s case study Each photographed student bedrooms and underwear drawers for Bjorn Borg Monday 19th December – Team meeting with Callum Sneddon (Managing Director of Bjorn Borg) & Neil Smith (Sales Manager) at Great Titchfield Street, London Attendance: Emma, Mimi, Chelsea Interviewed Calllum Sneddon and Neil Smith Page 111

Monday 9th January – Team meeting at Chelsea’s flat Attendance: Emma, Mimi, Chelsea Discussed the progress of our reports Organised Chapter Plans

Wednesday 11th January – Team meeting at Chelsea’s Flat Attendance: Emma, Mimi, Chelsea Created a Aaker brand model Chose three brands that represented the same elements as Bjorn Borg Assigned research for each team member about the three brands

Friday 20th January – Team meeting at Emma’s Flat Attendance: Emma, Mimi, Chelsea Discussed and edited each team member’s research Organised the PEST and SWOT analysis so it was clear

Thursday 26th January – Team meeting at the Library Attendance: Emma, Mimi, Chelsea Each researched specific sections in Chapter two and three to discuss and show in the next meeting Re wrote Chapter Plan

Saturday 29th January – Team meeting at the Library Attendance: Emma, Mimi, Chelsea Collated individual research Organised citations within these chapters Edited each team member’s information to ensure that the research was clear and informative Aim: The next meeting each team member research different sections for chapter four and five

Wednesday 1st February – Team meeting at the Library Attendance: Emma, Mimi, Chelsea Edited each member’s research to ensure it was relevant and that our key findings were coherent.

Chose brand ambassadors to research for Red Bull Page 112

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CONSENT FORMS

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