Strategic Marketing Plan - Little Women Lingerie by Miriam Rodriguez Juarez

LITTLE WOMEN LINGERIE

BY MIRIAM RODRIGUEZ-JUAREZ N0709570 WORD COUNT: 4000

CON TENTS 1 INTRODUCTION

2 METHODOLOGY 3 ABOUT LITTLE WOMEN 5 BRAND ARCHITECTURE 7 BRAND PLATFORM 13 STRATEGIC CHALLENGES 17 CONSUMER ANALYSIS 19 CONSUMER SEGMENTATION 21 SWOT ANALYSIS 25 THE MARKET 27 PEST ANALYSIS 30 TRENDS 43 ANSOFF MATRIX 45 BRAND POSITIONING 47 COMPETITOR ANALYSIS

49 MARKETING MIX 51 STRATEGY PLAN 53 OVERVIEW 55 PRIMARY RESEARCH 58 ENGAGEMENT 59 IMPLEMENTATION 60 INCOME STATEMENT 61 BUDGETING 62 MEASURE & REVIEW/TIMELINE 64 SUMMARY 65 ETHICS CLAUSE 66 REFERENCES 67 BIBLIOGRAPHY 69 ILLUSTRATIONS 75 APPENDIX

INTRODUCTION The focus of this report is to create a three-year strategic marketing plan which identifies, develops, and documents a standardised plan for the brand Little Women. Alongside a one-year tactical communication plan. Together, these will help to leverage the existing, proven brand authenticity, raise brand awareness and enhance creative image. The foundation that supports the report comes from the SOSTAC model (PR Smith). Analysing the following key areas enables an in-depth analysis into the situation, objectives, strategy, tactics, action, and control.

METHODOLOGY There has been a wide range of primary and secondary research evaluating key topics within the aims and objectives. Qualitative primary research was undertaken in the form of a survey. The research was strengthened through a nine week industry placement with the company Little Women, making the primary findings robust. This is a key strength of the qualitative research, meaning that the findings were reliable and current to the brand within this report. This is supported by Creswell who points out that the â&#x20AC;&#x153;Standard of validity and reliability are important in qualitative researchâ&#x20AC;? (Creswell, 2014). One limitation of this research was that the primary research survey was only conducted by people in the UK, therefore having a limited wider public insight. Another was due to the sensitive nature of the survey questions, resulting in brief answers and minimal responses. Secondary research consisted of multiple reliable sources including books, articles, journals, social media and databases such as Mintel and JWThompson, which provided contextual understanding of the current lingerie market and the trends that are impacting it. In addition to this, the Little Women website was analysed to help fully understand the brand, competitorâ&#x20AC;&#x2122;s websites were also studied and used as a benchmark to come up with ways Little Women can improve. These sources and methods ensured the reliable collation of data and research which formed the basis of this report.

ABOUT LITTLE WOMEN Little Women focuses and specialises in petite lingerie, providing women with small busts AAA, AA, A & B bras. With over twentyfive years of industry and retail experience it is the number one e-commerce destination for women to find their perfect bra match. Within Little Women’s brand portfolio, they stock well-known brands such as B’tempted, Triumph, Royce, After Eden, Boobs & Bloomers, Silhouette, Sloggi and Sportjock. They are carefully selected to complement the Little Women brand by offering gorgeous styles in smaller cups to customers. The collections on the website are exclusive to Little Women and you won’t find them anywhere else. “Our website is aimed at women who are happy with their natural shape and who want to make the most of their figure without resorting to surgery. We think that wearing beautiful underwear is a basic right but on a practical level can help to make you feel more confident.” Little Women’s hero products are both The Very You and The Perfectly You bra, both long standing favourites of our customers as their go to underwear for every day wear. Currently their bestselling bra size is a 34/36 band and AA/AAA cup.

â&#x20AC;&#x153;We want all women with small cup sizes to have the opportunity to wear gorgeous lingerie that fits!â&#x20AC;?

BRAND ARCHITECHTURE BRAS

BRIEFS

SWIMWEAR

THONGS

LOUNGEWEAR

BEST SELLERS YEARLY REPORT

Highlighted bras are Little Womenâ&#x20AC;&#x2122;s own brand

BRAND PLATFORM

For our corporate image, we believe that not only our customers, but every single female can associate our brand withâ&#x20AC;Ś

CHIC SIMPLE UNITED PRETTY FEMININE COMMUNITY INNOVATION SPECIALISTS INDIVIDUALITY SOPHISTICATION EMPOWERMENT INCLUSIVITY CONFIDENCE GORGEOUS COMFORT NICHE FUN

MISSION Little Womenâ&#x20AC;&#x2122;s mission is for all small busted women to have the right to wear lingerie that makes them feel and look both confident and fashionable.

VISION For small busted women to have the freedom in purchasing lingerie that does not comprise fit, comfort, style, or support.

ESSENCE Lingerie should be easily accessible and celebrated for all women, no matter their size.

CORE COMPETENCIES Little Women believes in inclusivity rather than exclusivity. Women who for whatever reason have small busts, must be included within the fashion industry. Women who regardless of their shape or size want to feel appreciated and included.

STRATEGIC CHALLENGES The key strategic challenge for Little Women is to grow their brand presence as an online specialist fashion retailer. The lingerie market within the UK is already highly competitive and diluted within the vast competitive landscape. A bra can be perceived as a functionality product. By providing support to womenâ&#x20AC;&#x2122;s busts. Little Women embrace the strategic challenges by focusing on the business to consumer relationship. Their expertise for fashionable on trend petite bras is their USP. Providing a community for women who are easily forgotten about within the mass market.

INSIGHT

Women with petite busts are just as feminine and sexy as women with larger busts.

FUNCTIONAL BENEFITS Relieving the consumer from embarrassment, for having to wear ‘teen’ or ‘unfashionable’ bras

Good quality products, specifically made and tailored for the consumer

Offering a variety of product to enhance the wearers appearance

To offer comfort and support

EMOTIONAL BENEFITS The feeling of inclusion

The confidence for the consumer, being able to feel feminine

Looking good, feeling good

The simple act of wearing a bra, that is made specifically for them

THE LITTLE WOMEN CONSUMER When you think of women with small busts and sizes AAA, AA, A, there is an array of women who fit into that ‘category’. Athletes, teens, petite women, anorexia/ mastectomy ex/patients, or simply women who naturally have small breasts. With that being said, Little Women have two core consumer groups defined by age and demographic. To begin by age, the 25-35 consumer is their main target audience. Secondly is the 35-44 age group. Moving onto demographic the UK is the brand’s top buyers, with the USA coming in second. This is evident to say that Little Women’s product offering is relevant and purchased to a wide target audience who all have the commonality of having small busts, however, they still want to feel feminine and supported.

CONSUMER SEGMENTATION DEMOGRAPHIC Little Womenâ&#x20AC;&#x2122;s target age demographic ranges from 25-44, which encapsulates their belief in inclusivity rather than exclusivity. Women from all ages, races, religions, are welcome to find their perfect bra.

GEOGRAPHIC Little Women understand that their consumers within the global Little Women community come from all geographical backgrounds. With the top main focuses on the United Kingdom and the USA. Each are a key consideration that Little Women consider and is reflected through their adapting product offering and services. (Appendix 1)

PSYCHOGRAPHIC Once again, reinforcing the belief in inclusivity rather than exclusivity, Little Women acknowledge that not all women are confident with their chest size. Though, one of the main values and attitudes that each individual carries and shares, is their belief that lingerie should cater for every woman.

BEHAVIOURAL Little Women consumers, value product and service quality, and reliability over price. They are happy and comfortable investing into a product which is tailored specifically to suit them specifically. Loyalty for and from the brand is something that makes them feel part of the community.

STRENGTHS Long history with over 20 years in the industry means they are experienced and a trusted brand. The only niche brand offering specalised products to a gap in the market, where it is needed. Providing established, trustworthy brands in the comapany’s portfolio. That stay true to the Little Women’s brand image. Informative online customer service. Consistent social media brand presence across all platforms.

WEAKNESSES Can only be found online, as currently there are no brick and mortar presence. Brand portfolio is too large with 19 brands including Little Women – Not enough focus on the core Little Women brand/collection. Low brand awareness online, with small following on social media platforms. Offering B cup bras which can be found by the majority of other retailers and the brands competitors. De-values their niche of being specialists in petite sizes.

OPPORTUNITIES To have a presence as a concession in a department store such as M&S which is known for their extensive, high quality lingerie offering. Presence on other ecommerce retailers that promote small brands and believe in bodypositivity, such as ASOS. Decrease current brand portfolio to focus and grow performing brands such as Little Women and After Eden. To update the current website; using online videos to present the product in a more realistic way. Using a diverser range of models. A pop up discount box to new customers.

THREATS The current market is extremely competitive and highly saturated, especially within brick and mortar stores. Women like to try on before they purchase, especially when it is an intimate article of clothing. Brand stretching into loungewear and swimwear does not fit in with the brandâ&#x20AC;&#x2122;s image or core focus. Slow new product releases can threatening the companyâ&#x20AC;&#x2122;s brand image, with offering current, fashionable product.

â&#x20AC;&#x153;A SWOT analysis assesses the external environment and internal capabilities of a companyâ&#x20AC;? (Harrison, 2015) and shows that Little Women have many core competencies such as the fact that they have a long history and strong brand identity which has gained them loyalty amongst consumers. However, their areas of weakness make threats from competition more pronounced, which need to be considered to understand what is currently possible for the brand. The main opportunities lie within expanding on what the brand already does so that when reaching out to new consumers it fits in with the brand image and will appeal to the target market.

WOMENSWEAR MARKET The womenswear market is underperforming menswear, with sales slowing considerably in the last year. Value sales rose by 1.3% to £27.26bn in 2016, as young women, the main clothes buyers, are spending less on fashion. In 2017 the market is proving more challenging, as retailers are forced to pass rising cost prices, due to the weakening of the pound. (Goody, 2017)

LINGERIE MARKET Lingerie has become less about pleasing others and more about expressing individuality and boosting confidence. The UK lingerie market is forecasted to grow from £2,871m to £3,198m by 2021. Low prices remain high up on the list of priorities when buying underwear. (Sender, 2016) A focus on discounting has also devalued the sector and young women are motivated to buy lingerie on sale or special offer. The high level of replacement buying is holding back growth in the sector and retailers need to look to drive purchasing through innovation and more frequently updated ranges. (Sender, 2016)

POLITICAL Latvia is a member of the EU and the World Trade Organization (WTO). Little Women manufacture their products in Latvia, which has a strong relationship with the UK. Low taxes are levied on imported goods from within the European Union which is beneficial to the companies trading. (BBC News, 2018)

ECONOMICAL With wage growth not keeping pace, this means that for the first time since 2014, real incomes in the UK are falling. This has dented consumersâ&#x20AC;&#x2122; confidence and there are early indications, in terms of retail sales, that consumers are looking to cut back on spending as finances become more stretched. (Caroll, 2017)

SOCIAL Consumers are less inclined to be oversimplified by traditional demographics, with the rise of individualism and demand for representation - marketers need to avoid boxing consumers into demographic segmentations based on limiting factors like age, gender, economic status, sexuality or race (JWThompson, 2018)

TECHNOLOGICAL Social media is a powerful channel for retailers to directly engage with consumers, but it is difficult to get right. Although consumers say that such platforms should be for entertaining not advertising, indicating retailers face a difficult balance between brand promotions. (Caroll, 2017)

The PEST demonstrates how the external market needs to be taken into consideration for a collaboration to be implemented. â&#x20AC;&#x153;A PEST analysis provides a framework to investigate a companyâ&#x20AC;&#x2122;s non-controllable external factors that have the potential to affect its operations. By examining these, a company is in a better position to consider likely implications and minimise any future organisation related risksâ&#x20AC;? (Makos, 2014). Although all points are important to consider, it is believed that Little Women should be highly aware of the social and technological factors as these directly affect their consumer and for the brand to be a success, should be approached in the current market for optimal success.

MACR0 TRENDS ONLINE SHOPPING

The online fashion market is set to grow by 17%, the strength of the online fashion market stands out as the overall clothing market is struggling. There has been a shift towards women aged 1624 shopping more online to overtake women aged 25-35 who were previously driving online clothing sales. (Sender, 2017) Social media is a powerful channel for retailers to directly engage with consumers, but one that is difficult to get right. Whilst 54% say that such platforms should be for entertaining and not advertising, indicating retailers face a difficult balance between brand promotion and driving sales when active in the channels.

BODY POSITIVITY Consumers wants underwear campaigns to reflect and feature models that represent the average person. A new wave of body-positive and inclusive underwear brands has taken advantage of consumer fatigue with overidealized imagery within the lingerie and the wider fashion industry. (Dover, 2018) Brands like Nubian Skin, Aerie by American Eagle, ASOS, Missguided, Debenhams and & other stories’, all are or have previously been praised for not retouching ‘imperfections’ or showing scars, birthmarks and hair within their campaigns or product look books. All challenging the traditional notions of beauty.

CAMPAIGNS BLUEBELLA

SIMPLY BE

The lingerie company staged their ‘Dare to Bare’ campaign across one of London’s busiest crossing junctions, Oxford Circus. Where 19 females used the crossing as a catwalk to show off the collection. The ‘models’ that participated in the campaign included students, musicians a medical PA, and more. It was staged shortly before London Fashion Week, to demonstrate the lack of diversity representation on the catwalks.

The plus size clothing company staged their ‘Rules Rewritten’ campaign across London Oxford Circus, to demonstrate the absence of representation of bigger women on the runway, ahead of London Fashion Week. Plus size models, body-positive activists, and bloggers all participated, whilst strutting the crossing wearing lingerie.

The effect and impact of both campaigns, was the simplicity of the women who took part, by speaking on behalf of all females. Empowering and celebrating the freedom to embrace their bodies for what they are.

BLUEBELLA - DARE TO BARE CAMPAIGN. LONDON, 2017

SIMPLE BE CAMPAIGN - LONDON, 2018

MICRO TRENDS SPECIALISTS Clothing specialists have strong associations with catering for different body shapes and reflecting personal style. However, they are losing out to the department stores when it comes to being high quality and offering original designs; qualities which are important to women. Specialist clothing retailers have seen their share of the total clothing market continue to decline, with only 52.6% of all consumer spending on clothing and accessories going through the specialists in 2017. The sector has continued to struggle, with two of the major players in the market, M&S and Next, reporting declining sales. Women see pure-players as offering good value clothing, yet there is appreciation that the clothing can be of inconsistent quality. For multibrand operators, an issue faced is the perception that online-only retailers are discount prone, which can make it difficult getting new brands on board. (Sender, 2017)

RELATION TO THE BRAND? Each macro trend is extremely relatable to Little Women, especially at this specific current time where among campaigns, body-positivity, inclusion and diversity is highly prominent and slowly is becoming the standard expectation. This works well alongside fashion online due to the increase of customers deciding to purchase online using social platforms such as Instagram to shop. Therefore, companies must ensure that their marketing campaigns, branding and overall media content is linear and carries the same message, whilst reaching out to a wider audience whilst not losing their core values.

ANSOFF MATRIX NEW PRODUCTS

EXISITING MARKETS

EXISITNG PRODUCTS - Remove the B cup option to reinforce the brands specialism in petite bras.

- Continue growing the Little Women own collection. Staying ontop of the latest lingerie trends.

- Remove brands in the companyâ&#x20AC;&#x2122;s portfolio that do not perform. - Remove loungewear and swimwear.

MARKET PENETRATION

PRODUCT DEVELOPMENT

NEW MARKETS

- Create a presence within a department store. Online and brick-and-mortar.

- Create nursing bras. - The creation of a transgender category/line.

- Launch onto online pureplayers to grow brand presence such as ASOS. - Be available on gender neutral or transgender categories.

MARKET DEVELOPMENT

DIVERSIFICATION

Overall, the Ansoff Matrix model demonstrates potential for development and new opportunities in every section with a higher focus on Market Penetration and Market Development. These two segments is where Little Women should first focus their efforts as they both effectively reinforce the brands message and USP. Whilst also raising the brand awareness.

BRAND POSITIONING PREMIUM

GENERIC SPECIALISTS

MASS The perceptual map axis were chosen due to their high relevance to Little Women as being specialists is important to them within their particular niche. Little Women are placed in the premium and specialist segment of the map with its closest competitors being Elma Lingerie, Timpa Lingerie and Lulalu who all aim to attract a similar consumer. This area is fairly competitive, although it is clear that currently it has a strong position to be in as it is less saturated than the upper end of the generic to mass market with premium brands such as Fig Leaves, Victoriaâ&#x20AC;&#x2122;s Secret, Intimissimi and new player Fenty Savage. Currently it would not be a viable strategy for Little Women to alter their positioning as the risks would be too high for the brand without enough benefits to outweigh them as the map is fairly wide spread with a similar amount of competitors in all areas.

LULALU

BLUEBELLA

GOOSEBERRY INTIMATES

DAINTY LADY

ASOS

ANN SUMMERS

ELMA LINGERIE

FIG LEAVES

INTIMISSIMI

TIMPA LINGERIE

VICTORIAâ&#x20AC;&#x2122;S SECRET

LITTLE WOMEN

THE LITTLE BRA COMPANY

MARKS & SPENCERS

BOUX AVENUE

LA SENZA

FENTY SAVAGE

COMPETITOR ANALYSIS Little Womenâ&#x20AC;&#x2122;s primary competitors are those who compete with the same or similar product offering, the majority are online only retailers. The secondary competitors are those brands who compete with similar values to Little Women, with emphasis on fashion and trends. However they are located in high-street stores, as well as department stores.

PRIMARY SECONDARY

MARKETING MIX PRODUCT With a focus on offering petite bras, they start from AAA-B cups. Although that is their core product, they sell swimwear, loungewear and even soak wash. Within their product portfolio there is a list of brands that also offer smaller sizes with a more fashion focused edge.

PRICE Little Women’s prices reflect the same from their primary competitors. Being a specialist niche company normally reflects slightly higher product values for the customers. However, working in the brands favour they know customers will be willing to spend money on a bra that may be marginally more expensive if it is specifically made for them.

PLACEMENT For now customers are able to communicate with Little Women via an online chat on the website where enquiries are then passed on to the customer service team. Alternatively the main form is through telephone communication where enquiries and sales are made. Having this form of communication provides the customers to ask questions regarding sizes or personal issues that they may not feel comfortable to ask via the online chat. This requires the customer service team to fully understand the customers’ needs as well as indepth product knowledge.

PROMOTION Little Women’s customer base are loyal. So sending out weekly email communication keeps them in touch with new product, blogs, sales and more. Little Women also send out product catalogues to consumers as well as East Midlands breast cancer units for women who have undergone mastectomies.

PROCESS From the moment a sale is made it is handpicked, carefully wrapped and packaged by the customer service team. Presentation is key, as Little Women want their customers to be excited to receive and wear their new product. If product returns are requested on the customerâ&#x20AC;&#x2122;s behalf, making the process as quick and simple is imperative for the consumerâ&#x20AC;&#x2122;s satisfaction.

PEOPLE Little Women understand that their customers may not necessarily be confident or happy about having to purchase a bra that is an AAA cup. Therefore, there must be an element of sensitivity and understanding of each customerâ&#x20AC;&#x2122;s individual needs. Helping them find the correct product, and most importantly making it an easy, enjoyable experience.

PHYSICAL Being that Little Women are an online only brand it limits the forms of marketing communication that is presented to existing, new or lapsed customers. Therefore it is essential that their social media presence, which fundamentally is their main and only means of marketing, is current, regularly updated, and easy to read or function and promotes the Little Women values.

POSITIONING Little Women have an advantage within the market. They are a niche, with their core focus being surrounded on petite bras which no other high-street retailer does. For now being an online only retailer limits the possibility for expansion, which is something for the brand to consider if wanting to reach out to a wider audience.

STRATEGY PLAN Over the three years there will be the combination of the three main ideas starting with a website re-fresh. This will ensure that after the Real Women catwalk campaign, and the launch onto ASOS, if consumers want to visit the Little Women website to view the full collection, or simply find out more about the company, it will be ready to receive new traffic. New additions to the website such as a ‘Shop Instagram’ icon, will allow customers to be immediately directly to the Little Women’s Instagram social platform. To introduce a pop-up box on the Little Women homepage, gifting first time customers with a 10% off code for their first order. Moving onto the product, highlighting bras being worn on the models in a video format, will provide the customers a new view on how the bras fit on the body with movement. Removing the loungewear category will reinforce the brands specialism which is focused solely around petite bras. Alongside this, removing the B cup bra size again strengthens the brands USP and B cups is the size that is conventionally provided by all other retailers providing lingerie. Currently the loungewear by the brand Maison Lejaby is a premium luxury brand, and the price point does not match that of the Little Women’s bra product offering. Removing the following brands from the company’s brand portfolio, will hopefully introduce a new focus on the Little Women collection itself, and the brands that are performing well. (Boobs & Bloomers, Maison Lejaby, Soak, Patricia of Finland, Taylor & Rani, Variance and Fierce First)

Alongside this, a real woman catwalk campaign is something that will be relatable to women from all over the UK. Using ‘models’ that have been chosen from a social media call will guarantee that an array of diverse women will be represented. Also, by reaching out to bloggers, athletes, and Little Women consumers will attract more publicity. This campaign is to inspire other women who have petite busts to feel confident about their own body, whilst at the same time getting the Little Women brand name out there. ASOS continues to be known as one of the most innovative retailers in the fashion industry and is constantly experimenting with ways to improve the shopping experience for consumers. ASOS have truly understood and taken on board the body positive movement, focusing on inclusivity and diversity. 33% of women aged 25-44 shop at ASOS according to Mintel. Little Women’s target market are women aged 25-44, demonstrating that for Little Women to launch onto ASOS there is an opportunity for steady organic growth. Little Women’s USP is that no other brand within the ASOS portfolio offer consumers specialist petite bras starting from AAA-A, that are also fashion forward. Little Women will be launched onto ASOS, under the category of ‘Petite’, filling a gap in the market that reaches out to a wider target audience.

OVERVIEW YEAR 1 A website re-brand, that provides consumers an easy and enjoyable shopping experience with a realigned focus solely on petite bras. And to eventually create two new categories: Nursing and Transgender.

RATIONALE Being an online only company, keeping the website up to date is paramount for the businessâ&#x20AC;&#x2122;s success. Along with staying in-tune with the experiences that their competitors provide, to prevent customers shopping elsewhere.

YEAR 2 Creating a real women catwalk campaign, that celebrates women from different races, cultures, ethnicities, non-abled bodied, models, bloggers, celebrities, customers and ex medical patients to raise awareness.

RATIONALE This catwalk campaign is about uniting women together to raise awareness and celebrate the female body. Whilst promoting the Little Women brand being worn by participants.

YEAR 3 Launching the Little Women Lingerie brand onto ASOS.

RATIONALE ASOS have a limited range of small underwear, the smallest bra cup being an A. ASOS is also known for celebrating and helping smaller brands grow due its immensely large customer base.

YEAR 1 The first year of the tactical communication plan is crucial to slowly further strengthen the brands online presence and core values. Being the first and only form of point of sales and marketing communication, keeping the website up-to-date will be a continual development to keep in-line with the market and their competitors. Creating a nursing category will strengthen the relationship with existing consumers who need to transition to nursing bras. The introduction of a Transgender category allows existing male consumers the freedom to shop easily and comfortably, whilst feeling included. (Appendix 2&3)

YEAR 2 The second year is for planning and organising the real women catwalk campaign to be launched in October. Being in October it will coincide with Breast Cancer Awareness month. Sourcing the relevant participants like, photographers, makeup artists etc. who all excited and passionate about the message behind the catwalk campaign. A location like Manchester will attract media coverage and attention from the general public, alongside being new and fresh rather than opting for London.

YEAR 3 Now that the Little Women website has been freshly renovated, and the real women campaign gaining attention from females across the UK. The third year is for Little Women to launch onto ASOS, under the petite category. This in turn will create a ripple effect, as only a selection of the Little Women collection will be available on ASOS. It will in turn, hopefully lead customers to the Little Women website, so that they can view the full collection if they wish.

COMMUNICATION PLAN The communication strategy for the first year will be done via the Little Women social media platforms, Instagram and Facebook. Releasing small teasers and information leading up to the re-vamped website and the catwalk campaign. Using the Instagram story poll and Facebook poll option, this will allow Little Women to find out from customers, any improvements or suggestions that they want to see.

PRIMARY RESEARCH “Plus Size’ & ‘Curve’ body positivity and diversity is such a great movement within the fashion industry. It should be the standard for brands to have this represented across their marketing and branding. Do you think that there is a lack of representation for women with petite busts & petite sizing options?” I think the movement of using more diverse models is good as it promotes inclusivity and shows there isn’t just a ‘normal’ model and that any body shape can be considered normal. Yes there is very limited choice on smaller sizes. Yes, I think there us not enough ‘celebration’ for petite/small breasts. “Do you think online retailers such as ASOS, provides smaller brands the opportunity to grow their overall brand image and presence?”

POSITIVE RESPONSES

NEGATIVE RESPONSES

Yes, I’ve bought from brands on Asos that I otherwise would have never heard of.

Possibly but they are also fighting amongst big brands too.

Yes, I’ve seen brands on there I would not have heard of if it weren’t for ASOS.

No because it is very difficult to get a clear inclination of what the brand is about when it is encompassed in the ASOS brand.

Yes because ASOS is such a well known established brand, by providing smaller brands on their site, it’s giving recognition to their huge customer base. Yes, more online presence.

I don’t shop there but I know it so popular. It’s all about who you know, so no. Don’t think they do.

Yes definitely, however it is very competitive website so the requirements are probably very strict.

(Typeform, 2018)

ASOS LINGERIE

BRA CATEGORIES ASOS CURVE: X41 ASOS PETITE: X2 ASOS MATERNITY/NURSING: X5

SIZES XXS: X1 A CUP: X13 UK 6: X7 ASOS recently launched a line of nude bras, underwear and bodysuits for all skin tones. They do not artificially adjust photographs of models to change their appearance, and display models with their natural stretchmarks. With 54 categories and around 1055 units of bras, ASOS offers a multitude of lingerie. Over 53 brands, including Ashley Graham, Boux Avenue, Figleaves, and Mimi Holiday. Categories for lingerie include maternity, nursing, and curve bras. They offer a â&#x20AC;&#x2DC;petiteâ&#x20AC;&#x2122; range, however currently only two options are available which is limiting, and the smallest cup size is A. The brands that do provide petite bras are New Look, ASOS and Puma, which is actually a sports bra under the XXS size. This demonstrates and presents a clear gap for ASOS, to have a brand in their large portfolio catering for the petite bust.

ENGAGEMENT The website re-fresh, the campaign and launch on ASOS, all in turn support each other. The website up-date will mean that it is ready to receive new traffic once the real women catwalk campaign has happened. And lastly, brand heat and awareness would have risen, and there would have been a ‘hype’ during and after the campaign, which when launched on ASOS will gain a ‘buzz’ and attraction. This provides Little Women, new engagement with consumers that have purchased through ASOS. Bringing them to the brand website, where it gives consumers an opportunity to engage with the brand in a more personal way by viewing blogs, finding out more information about the company, and to also be directly taken to the Instagram.

IMPLEMENTAION DOVE – Real Beauty Always – Like a Girl Under Armour – I will What I want Nike – Better for It Neutrogena – See what’s Possible Cover Girl – Girls Can H&M’s – She’s a Lady Simple Be – LFW Bluebella – Dare To Bare

The above campaigns have all had an impact when it comes to creating new campaigns. They discuss and explore topics that have previously been stigmatised. They are about female empowerment, unity, diversity, inclusivity, and most importantly they are all relatable. That is what makes them a success and impactful on whoever views them.

LITTLE WOMEN INCOME STATEMENT Annual revenue: £250-£350k UPT (Units per Transaction): 2 ATV (Average Transactions Value): £25 Return Rate: 20-30%

PROJECTED BUDGETING ESTIMATED COSTS Photographer: x2 £300-£500 (day rate) Makeup Artist x2: £175-£250 Hair Stylist: x2 £175-£250 Social Media Blogger Content x2: £600 Social Media Advertisements: £300 Participants: x10 £2,000 Travel Expenses: £650 TOTAL: £5,550 The duration of the catwalk campaign would be around 15-25 minutes, and the preparations is where the majority of the budgeting costs would go. The total amount has been taken from industry insight after speaking with the above participants. However, this a rough estimation based on the number of people involved, which is subject to change dependant on more or less participants.

MEASURE & REVIEW

ACTION

Measuring the achievement and success of the catwalk campaign, would be via social media, where Little Women has access to insights on their followers by gender, likes and comments. Alongside this, Little Women will be engaging more throughout the three-year period via social media with their followers and building personal relationships, which in turn, new or lapsed consumers will be able to view.

ASOS LAUNCH REAL WOMEN CAMPAIGN

WEBSITE RE-FRESH Y1

Y2 TIMELINE 1-3 YEARS

METRICS KPIâ&#x20AC;&#x2122;s LIKES FOLLOWS SHARES HASHTAGS COMMENTS REPOSTS C2C ENGAGEMENT B2C ENGAGEMENT PAGE/WEB VISITS MAILING LIST SIGN UP

SUMMARY Staying true to the brands specialism, core values and attributes is vital to the success of the campaign and ASOS launch, and is something that the public will admire. The marketing communication plan ensures that there is potential for steady brand growth and recognition. Little Womenâ&#x20AC;&#x2122;s current UK and global recognition will reach new customer engagement by the partnership with ASOS.

ETHICS CLAUSE

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. Signed:

Date:

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Little Women Lingerie, Instagram. Taken on 15/04/2018

APPENDIX 1