Sunspel Three Year Marketing & Communication Plan by Nely Grigelova

Marketing Strategy and Communication Project N0756979 Nela Grigelova Word Count: 3890

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 (student) ………………………………………………………………………

CONTENTS Introduction & Methodology Part I WHERE ARE WE NOW? Brand story Brand overview Market health Customer Analysis Competitors analysis/ Brand positioning PESTLE Analysis Core competencies SWOT analysis Part II WHERE DO WE WANT TO GO ? Long-term goals The China market overview Target consumer Ansoff matrix

1 4 5-6 7-10 11 13-14 15-18 19-20 21-22 23-24

26 27-29 31 33-36 37-38

Part III HOW WE WILL GET THERE? Marketing communication plan -Year 1 China Marketing strategy - Year 1 Communication plan -Timeline -Budgeting -Measure & Review Year 2 Year 3 Conclusion List of Illustrations References Bibliography Appendix

40 43-51 43-45 46-48 49 50 51 52 52 53 55-58 59-60 60-62 63-65 66-71

Introduction Sunspel is an authentic British heritage retail brand, that offers contemporary luxury apparel clothing and accessories. This report represents a Situational analysis of Sunspel, followed by a three year marketing strategy plan and one year tactical communication plan for the company's expansion to China. The plan will analyse the challenges as well as the opportunities, on its way to optimise its potential in China in order to increase its brand awareness and drive consumer engagement.

Methodology RESEARCH OBJECTIVE To analyse Sunspel´s external and internal environment using a diverse range of primary and secondary resources .To conduct relevant market research within the Chinese market and gain a deeper understanding of the Chinese consumer buying behaviour in China and UK

PRIMARY RESEARCH METHOD

Online questionnaire- an online questionnaire was conducted to find out the brand´s current perceptions within the UK market. Posted online on social media, over a 100 responses were collected. (Ap.1-10) Face to face interviews- a short face to face interviews were carried out in order to understand the lifestyle and consumption choices of Chinese consumers. The six people of Chinese ethnicity were interview on 15th January 2019 on City campus of Nottingham Trent University. The interviews were made up of 3 males and 3 females. (Ap.9)

SECONDARY RESEARCH METHOD

Online resources such as Euromonitor, Statista, Business of Fashion, online published reports and statistics were used to research the Chinese market and support primary research. Social media platforms such as Instagram, Facebook, WeChat ,Weibo. Offline resources a visit at Sunspel´s factory at Long Eaton helped to increase knowledge on the internal workings of Sunspel and gave insight into the company´s values and core competencies.

I. WHERE ARE WE NOW?

BRAND HISTORY

Thomas Arthur Hill founded Sunspel. His father was a hosiery maker in Nottingham and Thomas followed his father into the hosiery and lace trade.

During this period Sunspel developed its unique Sea Island cotton fabrics sourced from the West Indies. It was one of the earliest British companies to export to the Far East.

Sunspel boxer short appeared in famous LeviÂ´s 501 advert. The classic white boxer short sealed its position as a more fashionable choice than the old fashioned brief.

Sunspel opens five stores in some of Londonâ&#x20AC;&#x2122;s most fashionable locations, Shoreditch, Soho, Marlyebone, Piccadilly, and most recently Notting Hill.

1985 2010 1822 1947 2006 1860 1929 Thomas Hill opened his textile factory in Newdigate, Nottingham.

Sunspel introduces the boxer shorts to Britain. The first Sunspel boxers were made from Sea Island cotton and designed for comfort.

Sunspel develops Riviera polo shirt for Daniel Craig in James Bond Casino Royale

Brand Audit Mission “With over 150 years of expertise in making the best in men’s underwear at Sunspel. Sunspel’s philosophy visualises to create simple, everyday apparel from beautiful fabrics for men and women as well as to continue on innovating and adapting our fabrics.” (Nicholas Brooke 2013)

Essence SIMPLICITY / BRITISH / CONTEMPORARY / HIGH QUALITY / SUBTLE

Vision “My long-term ambition is for Sunspel to have a global footprint of stores in strategic cities. I don’t have a picture of large amount of stores. I don’t think that’s the future. A smaller number of very beautiful stores supported by online — that tells the story.” (Nicholas Brooke 2017)

Brand Health Recommendations

Awareness Thanks to collaboration with Lynn Fleming, Sunspel clothing was worn by actor Daniel Craig and Sean Connery in their appearances as James Bond. This helped Sunspel to improve their sales by 27% in 2016 and definitely increasing their brand awareness. A key insight from secondary research showed how sports presenter Gary Lineker had an unexpected boost on Sunspel´s sales. According to Nicholas Brooke: “The sports presenter’s strip-off slowly but surely had an effect on sales and was brilliant for brand awareness and engagement”. (Armstrong 2016) On the other hand an online survey showed that only 11% have heard of Sunspel before.(Ap.3)

Perception

Through an online survey, it became clear that Sunspel is struggling to grow the awareness of their brand within the UK. As Instagram seems to be their most utilized platform, this could be an opportunity to grow the awareness and capture consumers attention. Recommendations that Sunspel could utilise are : • Offering exclusive deals and discounts to their social media followers • Use influencers and brand ambassadors to attract more followers and improve brand awareness • Continue to engage with their consumers via social media

According to reviews on Feefo.com, Sunspel has been perceived 4.7 stars out of 5. Reviewers very highly rated their customer service and product quality. “They are such a good company to deal with. There is always a nice, sensible human being on the end of the line. Their response, conversation and subsequent communication is fast, clear and helpful.” (Mrs Jackie Elliot, London)

Usage

Sunspel is pretty much active on various types of social media platforms. Instagram being the leading social media platform, with posts going up daily. At the moment 49K users are following Sunspel´s IG account. However, there isn’t much of engagement with their current followers through their posted content. In comparison their key direct competitor John Smedley has 20K followers, meaning that Sunspel should keep using their social media in order to stay connected with their consumer and stay-ahead of the competition.

18K

49K

Market health Statistic presented on the right-hand side shows the

growth rate of the luxury retail segment compared to all retail segments in the United Kingdom (UK) from 2008 to 2013 and 2013 to 2018. The luxury retail sector grew by 24 percent between 2008 to 2013 and is expected to grow at a similar rate over the following five years. (Statista 2019) According to report conducted by McKinsey&Comp in 2016, the UK market has the highest penetration of online luxury sales globally. At 11%, Britain equals the online reach of France and Italy combined, and there is a lot of room to grow that share in the years ahead. WGSN Instock data shows that new-in products across the luxury menswear sector have grown 14.0% YOY as the market is increasingly influenced by a more casualised streetwear aesthetic, thanks to a more informed menswear consumer who are now beginning to dictate the market from the streets and social feeds. (Coates, 2018) “Sportswear is becoming a wardrobe staple,” Nick Paget, menswear editor for WGSN. This has also been proven by the primary research: “ Most of the Chinese people not only in China but also UK, are buying mainstream brands like Supreme and they sometimes don’t even know the meaning of the design.” (Ap.9)

Source: McKinsey and Altagamma Digital Luxury Experience Report 2015

In terms of the financial market health of Sunspel, they released a financial report for 2018. According to their financials, (Ap.11), The company performed well during the year, growing turnover from £9.6m to £10.5m which helped them to improve their debt ratio by 16.05%. (Fig.8) There were no recognised gains and losses for 2018 or 2017 other than those included in the profit. The principal risks and uncertainties for the company’s performance in next year include those associated with Brexit, including fluctuating exchange rates, potential delays and tariffs on imports, and reduced consumer spending.

Customer Analysis Demographic variables: Age: 30-55 Gender: Male Female Generation: X and early millennials Occupation: Creatives, professors, journalists, architect, Education: University level

Socio-economic variables: Social status: Part of AB Socio- economic class. Income: Mid to high range

Geographic variables: Region: Mostly British/European Housing type: own flat/ apartment living City size : Medium to large (Manchester- London)

Psycho-graphic variables:

Tim 33 London Industrial designer Favourite Sunspel items : Riviera Polo shirt in black and Sea Island cotton crew neck jumper in grey

Lifestyle: Full time worker with creative or educational field. Concerned with style and appearance. Minimalistic but refined taste in fashion Self image: sophisticated, classic, detail oriented, Value perceptions: Quality well crafted clothing, rarely going for highstreet clothing, Interest and hobbies: interested in art and design, literature, new technologies, exhibition follower, explorer of local galleries, restaurants etc.

Pen Portrait 13

Competitors Analysis Direct competitors STRENGTHS:

WEAKNESSES:

Rich 230 years of heritage Positioned as a premium knitwear brand Sourcing of materials from New Zealand Awarded a Royal Warrant In house fiber processing

Lack of social media engagement No childrenswear products Weak store presence- only London

Positioned as a luxury cashmere brand Use of high-quality materials Celebrity clients A bespoke cashmere processing method Products worn by James Bond

Over 100 stores worldwide Annual LFW presenter More exclusive and stylish designs

More than 200 years of history Recognisable Argyle pattern Website visually appealing

Indirect competitors Prestigious brand name & heritage /legacy Strong marketing campaigns Celebrity endorsement International presence (over 50 countries) Distinctive check- USP

Frequently plagarised Previous association withÂ´chav culture Â´still remains in eye of some people

Exclusive and niche brand image Global presence Lifestyle and delicate designs Social media following Diverse product offer

Very low brand awareness Lack of strong promotion strategies

Lack of marketing activities Low brand awareness, 2% have heard of Margaret Howell (Ap.3)

Part of H&M Group Unique brand identity Collaborates with designers & artists Growing product offering

Delivery options not flexible, shipping charge Promotions and discounts not offered Lack of advertising Weak store accessibility in the UK

Low brand awareness, only 5% have heard of Pringle of Scotland (Ap.3)

Global premium brand Individual and quirky brand identity Diverse and exclusive collaborations

Weak international store presence Struggling to attract younger audience Weak social media following

Lack of digital experience Sales and brand image are hurt due to fake imitations of the brand Limited brand awareness

Brand Positioning map Mature male audience

Paul Smith In the UK Sunspel has established themselves as a brand with unique craftsmanship and heritage within the menswear market. The map on the next page shows Sunspel and its both direct and indirect competitors in relation to price and design. Sunspel´s key direct competitors are John Smedley, N.Peal, Margaret Howell and Pringle of Scotland as they offer products with similar aesthetic at a relatively similar price point. “This left a gap for items such as the perfect crew neck sweater, t-shirt and so on, and I feel this created an opportunity for other brands to fill in the gaps in men’s wardrobes. Sunspel as a fine jersey specialist is one label that I feel benefited from this.” Said Damien Paul, head of menswear at Matchesfashion.com. However, findings from primary research show that Sunspel at the minute is struggling to stand out from its competitors due to low brand awareness. By providing younger consumers with a more exceptional experience, the brand could ultimately gain a bigger market share as well as the recognition . Brands like Burberry, Paul Smith and Polo Ralph Lauren are indirectly affecting Sunspel because of their mass reputation and broad range of product offering.

Pringle of Scotland

Polo Ralph Lauren

N. Peal

John Smedley

SUNSPEL

Margaret Howell

COS

Fashionable

Contemporary Lyle & Scott

Burberry

Zara A.P.C.

GAP

Uniqlo

Young male audience

PESTLE Analysis ISSUE

Political

• Brexit

• The action of UK leaving EU could impact on purchasing costs on export/import subsidies, textile quotas, embargoes etc.. (Business of Fashion 2017) Affecting Sunspel in a negative way as they work with suppliers from Italy and Portugal (O’Brien-Moody, 2018). Resulting in putting a price on delivery and manufacturing costs and at finally the overall products.

Economical

• Unemployment rate • Exchange rate • Taxation policy

• The unemployment rate results in a decrease in the purchasing power. Customers may switch from premium goods to cheaper ones. Therefore, customers who cannot invest in Sunspel will buy a cheaper version of the similar products. • Fluctuation in the pound/yen exchange rate can directly impact Sunspel’ product pricing in the Chinese market. • It is vital that Sunspel consider how tax policy could affect them. New taxation policy that increases the employer portion of wage taxes for Social Security and Healthcare add to the cost of doing business.

Social

Techno- • Digital innovations in-store • Product manufacturing logical • Personalisation

IMPACT • In-store technology can help retailers get more efficient and leverage the flexibility of online sales at the physical locations. (Whisbi 2018). This approach could be costly for a smaller retailer such as Sunspel. However, the results can be worthwhile: 44% of consumers say that they are willing to spend more at small businesses with reliable, advanced technology. (Boomtown 2018) • Sunspel maintains the same careful approach to craftsmanship that it has always had. (Brooke 2018) Although,having the latest manufacturing technology allows brands to stay innovative and surpass their competitors. • High-end personalisation is also thriving due to demand for “experiential luxury”, the shift from “having to being”. In practice, this ability lets brands target communication on an individual basis and offer products tailored to each person, thus upping customer satisfaction levels and perceived product value (Euromonitor 2017)

Legal

• General Data Protection Regu- • General Data Protection Regulation (GDPR) legislation, will compel all lation (GDPR)

businesses to seek consumer consent, disclose tracking and offer the right to be forgotten when it comes to data disclosure. For Sunspel´s consumers in order to be open to data exchanges, discounts and personalised offers should be offered I return (Mintel 2018)

• The global population age 60-and-over • Aging population will reach 2.1 billion in 2050, according to • Socio-cultural diversity

the World Health Organization. Sunspel can benefit from that in the future as their product portfolio is quite natural, therefore it may look appealing to this population. • Organisations that intend to market products in different countries must be sensitive to the cultural differences between different countries, brands who ignore them risk failure in implementing their programs. This will need to be considered by Sunspel when launching into China.

ISSUE

IMPACT

Environmental

• Global warning

• Unseasonably warm weather will lead shoppers to postpone – or forgo entirely – purchases of winter clothing. Having a negative impact on the retailer, meaning their winter clothing sales will be hit by the mild weather, stores will be stuck with unwanted merchandise, adding to pressure on profit margins. (Wahba 2015)

Core competencies UNDER-DEVELOPED Social Media Presence and Engagement

Targeting Female Demographic

DEVELOPING Fabric Innovation Brand Recognition

CORE Precise Fabrication Durability Technique High-Quality UK Production Materials Defined Target Market Store Presence

Focus on Sustainability

Brand ambassadors

China Market Entry Tactics Creative Approach to Product Development and Design

SWOT Analysis STRENGTHS • High quality products • Precise brand position • Penetration of British heritage • Unique way of constructing materials and resources such as Sea Island Cotton • Embraces national craftsmanship • Minimalistic and efficient branding • Good variety of distribution channels,

WEAKNESSES • Lack of interaction with consumers on social media • No celebrity/influencer endorsement • Low brand awareness • Shipping charge can be discouraging for customer when shopping online • Budget limited • Lost amongst competitors with similar values and product offering

international stores, department stores

OPPORTUNITIES • Creative engagement with consumer through social media (e.g. WeChat,Weibo,Instagram) • Implement omni-channel systems to provide innovative customer experience • Further engaging creative communities through collaborations • Offer personalisation services • Future diversification into perfumes and colognes • Targeting Millennial generation in China • Further expansion into China by creating a pop -up store as a starting point

THREATS • Both menswear and womenswear market in China is already over populated with the likes of LVMH owned brands • Pressures of the fashion industry,market flooded with high-street alternatives at much lower cost • Profits remain seasonal and occur during sales time • Brexit influencing costs on export/import subsidies

In order to illustrate the key areas for improvements a SWOT analysis provides a synopsis of the Sunspel's strengths, but it doesn’t have the presence to become a big player in the industry yet. In order for the brand to be successful in expanding into China, they need to consider weaknesses and possible threats that may arise before they plan the expansion. Sunspel can look for the opportunities to improve their brand awareness and how to engage with consumers more creatively and experientially. A good option for Sunspel would be to communicate through Chinese social media networking and e-store connectivity.

II. WHERE DO WE WANT TO GO?

Long-term goals As mentioned on page 12. CEO of Sunspel, Nicholas Brooke states the brand´s longterm goal within its sector is “to have a global footprint of stores in strategic cities. I don’t have a picture of large amount of stores. I don’t think that’s the future. A smaller number of very beautiful stores supported by online — that tells the story.” (Brooke 2017) Penetrate its business into China, would allow the brand to grow its capabilities, and achieve the goal set out by Brooke.

SMART OBJECTIVES 1. To enter the Chinese marketplace via Chinese e-commerce platform, aiming to increase sales by 50% over the span of three years with a yearly review 2. To generate brand awareness amongst the Chinese target market through B2C touch points in order to increase consumer involvement by 30% within the first year of the launch. 3. To acquire 50 000 followers across newly established profiles on major Chinese local platforms by the end of year 3.

As Sunspel´s current ambition is to launch in China primarily through a Chinese e-commerce platforms. Below is a brief analysis of the current e-commerce platforms, that Sunspel can use as a route to market in China. Alibaba´s Group Tmall dominates B2C market as it accounts for 57.% market share. (Fig.26) Buyers will generally go to Tmall for clothes, cosmetics and F&B purchases. However, it is a requirement to work with a Tmall Partner, who will help operate the store and take a share of the revenue. Plus, selling on TMall requires quite an investment, (most Tmall partners suggest $1M of investment during the first year). (Graziani 2017). Payment methods include Alipay and bank cards. JD.com is the second largest platform with a 21% market share and is more associated with electronic products and home appliances. It has a smaller apparel product selection and less competitive pricing compared to Tmall. JD has launched its own luxury site Toplife, which is separate from its main e-commerce platform. Unlike the invitation-only Luxury Pavilion on Tmall, this site is open to the public, and targets high-end consumers through the use of big data. Payment methods include: WeChat Pay, JD pay & bank cards.

4. To establish and maintain a cooperative partnership between two cultures for the

(Zheng 2017)

purpose of the new campaign.

Vipshop is an online discount retailer for brands in China. The company offers high quality and popular branded products to consumers throughout China at a significant discount from retail prices. Even though the company has limited product offerings compared to Tmall and JD, its goal is to maintain a core of loyal customers.

Recently e-commerce giant JD announced they were investing a total of $863 million in flash sale e-tailer Vipshop. (Zheng 2017) According to JD’s chief Executive Richard Liu, the investment will help JD to “expand the breadth and reach of the fashion business.” This signifies JD’s ambitions for the luxury industry. With this being said, JD.com can serve as a promising choice for Sunspel when launching into e-commerce in China. Although their market share is lower than Tmall, (Fig.26), it has more flexible payment methods and would be less an investment for the brand. Plus, the company will be able to sell their products directly through WeChat and WeChat Mini Program as Tencent is not only WeChat´s owner but JD´s largest shareholder. (Nakamura, 2016) According to Jeff Fish, co-founder of WeChat marketing agency TMG Worldwide: “Accepting WeChat Pay means that a brand is China-ready and accommodating to the Chinese traveler with the most popular payment option in China.” Therefore, investing in JD gives Sunspel an opportunity to capitalize on the social commerce trend in China and increase its visibility to attract targeted demographic.

The China Market overview According to McKinsey Fashionscope, Greater China will for the first time in centuries overtake the US as the world’s largest fashion market.(Fig.27) China’s menswear market has become more important than ever for a growing number of brands. Currently, menswear accounts for around 43 percent of China’s overall apparel industry, predicted to reach CNY585 billion (£70 billion) by 2020, according to Euromonitor. Last year, the market for casual menswear outperformed formal menswear in China, opening up opportunities for value brands and luxury labels alike. (Abnett 2016) Bain Shanghai expects luxury goods expenditure by Chinese consumers to grow strongly again this year, thanks to “Millennial-driven demand, and demand for high-end ready-to-wear apparel.” Indeed, the men’s market in China is already becoming a major market for the international high-end men’s clothing, with increased spending on men’s garments through online stores. (Consulting, 2013) “Gradually, as Chinese consumers are more discerning and sophisticated, the upper-middle class wants to differentiate themselves a bit more, so they look for something that was a little more sophisticated and subtle. That’s when they started to look into British brands. ” (Wang 2018)

This is important as Sunspel is expanding into a market where there is a current interest in what the brand already offers. However, this might mean there is a growing number of brands that use the same values within their strategy. Therefore, there may be an increasing number of competitors who have noticed the change in this highly saturated market landscape.

The China Target Consumer

CHINESE MILLENNIAL When launching into China, Sunspel should shift from their established target demographic that they have in the UK. Instead, by targeting the millennial clientele in China might prove to be much more effective. China’s millennials are a new breed of consumers who will shape the future of e-commerce. (Kuo 2017) Facts show this demographic accounts for a third of China’s population, those between 18-34 will account for over half of China’s online shoppers and predicted to dominate e-commerce spending in China until at least 2020. (eMarketer 2017) They gather information through apps like Weibo and Wechat as western world social media are banned in China. (Thai n.d) “Through their usage of online and mobile platforms, as well as their increasing spend on health, technology, travelling, service, education and luxury products, Chinese millennials are changing the very nature of retail in China,” - Zennon Kapron

It is vitally important for Sunspel to ensure their strategy relates to the needs and activities of this specific demographic, everything from user experience to partnerships and still be in line with their ethos. This will help them to effectively build its brand name and create a loyal customer base.

Source Sinorbis

Consumer profile Ms. A

Mr. B

Demographic variables: Age: 18-28 Gender: female Generation: The younger millennial (post 90s) Occupation: overseas graduate Life aspirations: Able to pursue her dreams and have a successful career

Demographic variables: Age: 29-38 Gender: male Generation: The older millennial (post 80s) Occupation: entrepreneur Life aspirations: Having a premium lifestyle with strong sense of individuality

Socio-economic variables: Social status: single Income: Mid to high range ; ¥25 000

Socio-economic variables: Social status: in relationship Income: High range ; ¥45 000

Geographic variables: Region: Moved from Tier 3 to Tier 1 Housing type: own flat/ house bought by parents City size : Guangdong

Geographic variables: Region: Tier 1, Tier 2 Housing type: own house

Psycho-graphic variables: Lifestyle: mobile native; addicted to social media to express her views, check social media accounts at least once every hour Outlook for the future: confident Value perceptions: values unique, trendy quality products, inspirational content, unique experiences Interest and hobbies: traveling, omni-channel shopper,enjoys shopping online at e-commerce platforms, dine out with friends, go to gym 3 times a week, travel overseas 1-2 times a year, loves calligraphy and ink art

Psycho-graphic variables: Lifestyle: Busy schedule – work and social networking, frequently use social media to interact with friends and families, travels a lot for work Outlook for the future: confident Value perceptions: premium quality, convenience, sustainability Interest and hobbies: plays table tennis once every 2 weeks, likes to shop online, artists collaborations, stylish design,

City size : Shanghai

Ansoff Matrix

Existing markets

Existing products • Improve their online communication and engagement on social media • Open new store in Bicester Village • Scout for a UK brand ambassador • Launch onto online pure-players to grow brand presence such as NetA-Porter • Create a sample kit at ´bundle´price e.g. Summer bundle, Winter bundle,Premium Bundle

New markets

Market penetration

• Sell products through e-commerce platform JD.com in China • Offering the same product in the China as UK • Increase social media engagement via Chinese social media platforms to target millennial demographic • Investing in a digital pop-up store in China instead of opening a flagship store

Market development

New products • Offer personalisation services • Extend their products range to plus size fashion • Introduce a sportswear/gym range

Product development

An Ansoff Matrix analysis has been carried out to determine the most optimal strategy for Sunspel. The higher focus should be on Market development and Diversification as these two are important for Sunspel when launching into a new market (China). Market penetration and Product development highlights the activities, that can be done in its domestic market (UK) to optimise their presence during the 3 years.

• A new range with collaboration with Chinese artist • Diversify into perfumes and colognes : e.g. Sea Island cologne

Diversification

III. HOW WE WILL GET THERE ?

YEAR 1

Marketing Strategy

MARKETING MIX

This section of the report seeks to propose a strategy based on the analysis models and recommendations previously discussed. In year 1, before Sunspel has even “set foot” in the market, they need to establish itself digitally in China to increase brand credibility over the next three years. Starting in June, Sunspel will launch its business on e-commerce platform JD.com and create accounts on Chinese social media platforms WeChat and Weibo, to enable an effective integrated marketing communication in China and UK. Sunspel company´s profile on WeChat and Weibo will be run by newly employed Chinese marketing assistant to get more of the brand across in those communications and post information in both English and Chinese language.

Product: Sunspel x Jingyi Zhu capsule collection will be inspired by Zhu´s distinctive artwork in combination with Sunspel´s minimalism. The collection will consist of both Sunspel´s menswear and womenswear wardrobe essentials such as Classic Cotton T-Shirt, Loopback Sweatshirt and underwear. Place: The collection will be available for customers to purchase on JD.com, in selected Sunspel physical stores and in the upcoming pop-up store. Promotion: To visually and digitally strengthen the collaboration campaign #SunspelcelebratesChina will be created. The campaign will be promoted through their website, social media accounts and direct emails sent to the customers. Price: The premium market strategy will remain the same for Sunspel when launching into China. It will uphold the brands quality and positioning. However, various promotional codes will available.

DIGITAL POP-UP STORE IDEA In order to emphasize the collaboration, Sunspel will establish a pop-up store in Grand Gateway 66 Plaza in Shanghai, the purpose is to increase the customer interaction with the brand, create brand awareness and provide an experience that cannot be replicated in a permanent store or online. Coleman (2018) has stressed that, pop-up shop generates excitement and a sense of urgency in a way that establishing a permanent store cannot compete with, and pop-up stores cost 80% less to launch than a full time store. The new capsule collection will be displayed along with the Sunspel best sellers. 61 % of consumers think pop-up stores The pop-up store will feature technologies that integrate online and provide more attractive offline shopping experience: Visitors will browse products through shopping experiences. e-commerce website on “Cloud Shelf”, it will identify the picked up (Huang 2017) item and automatically pull up a corresponding product information, customer would be able to scan the product’s QR codes and make the purchase on JD.com. If the product is currently out of stock, it is shipped directly to a customer´s home. Another option will be buying in-store. To allow visitors to try on clothes without fitting rooms, an AR glasses are gonna be available for them to virtually try on new looks. Visitors can also play a “Connect the Dots” game on a screen outside the pop-up, using their mobile phone as a controller and win instant Single´s day discounts from the store. Relevant staff will act as the storytellers of the brand and engage the customers with the brand. The pop-up itself would last 2 months, introduced in November, because of the Single´s day shopping day. In 2017 JD.com, generated $19 billion of sales in an 11-day period centered on Singles Day (King 2019), therefore if the pop is executed well, this can bring Sunspel a very promising revenue. To further engage with the consumer, Sunspel will run a giveaway on their WeChat account, where consumers have to post a picture from the pop-up with #SunspelcelebratesChina and follow their account for a chance to win a £500 shopping spree.

ww.sunspel.cn

SUNSPEL

sunspelofficial

JD.com website example

WeChat account example

COLLABORATION IDEA Sunspel will launch a new limited capsule collection that combines Chinese contemporary art with youth culture in order to celebrate its first foray on the other side of the ‘pond’. The company will establish a cooperative relationship with Chinese artist Jingyi Zhu, who is a famous ink painter and abstract artist. The concept of collaboration between fashion brand and artist has been a popular trend in the fashion market over the last decade and both parties are not new to creative partnerships. This cooperative partnership will bring benefits to both sides. The artist would gain wider recognition in and outside of China, his influence can catalyze the growing creative culture in China and create a new meaning for the term “Made in China”. By embracing a homegrown Chinese artist, the collaboration will help Sunspel to gain the competitive edge, enhance brand recognition and resonate will local audience and beyond.

SUNSPEL X JINGYI ZHU

Service

Wifi service: The wifi service will be available in the pop-up in order for customers to use the Internet in searching for the products and also connect to their social media accounts to share their experience. Payment method: In addition, visitors can use different payment methods including cash, Visa, Mastercad, Apple Pay and WeChat pay Opening hours: The Sunspel Digital Pop-up store opens from Monday to Sunday from 10 am to 9 pm.

Sunspel x Jingyi Zhu limited capsule collection example

SUNSPEL

Communication Plan OBJECTIVES PROMOTE NEW COLLABORATION CAMPAIGN GENERATE POSITIVE BRAND AWARENESS REACH AND ENGAGE WITH NEW AUDIENCES INCREASE STORE VISITS BY CHINESE TOURISTS IN THE UK BUILD A BUZZ

SUNSPEL

Pop-up store layout ideas

MEDIA AND PROMOTION STRATEGY

Sunspel

SUNSPEL X JINGYI ZHU

A successful communication plan will be fully integrated “ensuring that all elements of the promotion mix are complementary in order to avoid mix messages and strengthen the brand” (Masterson et al.2017). The goals of the strategy are to introduce Sunspel to the Chinese consumer, increase brand awareness among the consumers, including targeted and non-targeted demographic, increase the social media followers, build a buzz around the collaboration as well as the pop-up store. Findings from the primary research show, that the target consumers prefer using social media to follow brands; thus WeChat, Weibo, Instagram and the Internet will be one of the key tools of the promotion strategy. Others will include emails, billboards and the opening event in Grand Gateway 66 Plaza, in order to deliver integrated and consistent customer experience.

MEDIA

TASK

MEASURING EFFECTIVENESS

Video

In celebration of the cooperation, a month before the collaboration drop • Number of views Sunspel will upload a short 30 second video campaign. The video con• Numbers of shares on veys the story of collaboration development and cooperation between Weibo two countries, featuring. The video will be put on Sunspel´s Weibo, • Hits from social media Instagram account and Jingyi Zhu official website, using #SunspelcelebratesChina.

Website

Countdown to the launch will be added on to the Sunspel´s website. ´Teasing´ the event beforehand will give fans enough time to respond. Allowing the company to collect more data and gain more valuable insights in return and start setting up space for the pop-up event. Occasional posts like “Save the date!”, will be added on Instagram during the countdown in order to elevate consumers interest and word-of-mouth.

• Number of visits • Conversation rate increased by 2.5% • Lower bounce rate

PLATFORM

WeChat

Social media

Weibo

OBJECTIVE

TASK

MEASURING EFFECTIVENESS

This multi-purpose interactive app will be used as a primary communication tool between Sunspel and millennial consumers. It is meant to push notifications to the consumers about the latest information and have a direct conversation with the fans.

Through WeChat account, the brand will report about the collaboration, share their know-how, provide info about the brand story, pop-up and other promotions. Such as a giveaway to win £ 500 shopping spree on Sunspel or Chinese Lunar Year. In addition, Jingzyi Zhu will post about the collaboration then add QR codes linked to the JD.com and Sunspel website. WeChat moments ad is gonna be used as a follow-up after the pop-up to drive traffic to Sunspel official WeChat account and therefore to the website.

• Number of views over 1.5 million per month. The latest data from Statista shows in 3rd quarter of 2018 there were 1082 million active users (Ap.12) • Number of followers at least 10,000

Serves to promote the brand/new product to target audience. To interact with the followers through videos and pictures.

To create a Sunspel China official account, introduce the brand and promote new collaboration campaign video. Live-broadcast the collaboration launch event and first week of the pop-up. Customers tag Sunspel while sharing their experience and product reviews, as well as discuss the content under the Sunspel account or their own.

• Number of views • Number of forwards • Top conversation of the day • Number of replies

Weibo Ad Campaign

WeChat account

SUNSPEL_OFFICAL Collaboration behind the scenes

New SUNSPEL X JINGYI ZHU Campaign

With New SUNSPEL X JINGYI ZHU Campaign, celebrates Chinese contemporary art and its heritage #SunspelcelebratesChina.

Website and JD.com homepage TOOL

OBJECTIVE

PR & Event Engage and entertain with the target consumers. To create an excitement and buzz on social media platforms. To gain a public and media attention. Generate traffic to Sunspel social media accounts, physical stores and online/ e-commerce website.

Email marketing

Bring more footfalls to the retail stores as well as increase online sales

Outdoor Attract a wider number advertising of consumers

TASK

MEASURING EFFECTIVENESS

• Increased number of A pre-launch event will be held before the offifollowers on Weibo and cial pop-up start in Grand Gateway 66 Plaza due to strict regulations. Plus, shopping malls have a Wechat huge amount of foot traffic, and offer more con- • Website traffic before and after the event venient setups as amenities are already in place. (Huang 2017) Once again this event will feature • Number of mentions on social media products from the collaboration between Sunspel ad Jingyi Zhu. The artist will be invited to the opening to undertake some live artistic creations, allowing the brand to create a unique environment and further portray the brand ’s key message. Emerging DJ talent Howie Lee will appear to enhance the event experience. Catering will offer visitors canapés and wine. Free to the public however, VIP guests such as editor Wu Ling, stylists Han Huohuo, Lucia Liu, and Dan Cui will be sent an invitation and free giveaway to spread the word. During the event, they will be encouraged to live broadcast from the event from their Weibo accounts. Photos and videos will be shared on Sunspel social media accounts. Emails will be sent twice a week to inform customers about the new collection, promotions and events.

Email invitation

Save the date! 1.11.19 SUNSPEL X JINGYI ZHU

Billboards

2019

• Number of viewed emails • Number of promotion link used

Billboard screens will be set-up in the Grand • Footfall in first two weeks Gateway 66 Plaza to inform the shoppers about over 1000 the pop-up store. Set-up on the ground floor to get immediate attention from people who enter the shopping mall.

POP-UP 01.11

HAPPY NEW YEAR OF THE PIG

#SunspelcelebratesChina

Timeline First Year Communication Timeline Website

March April

May June

Budgeting July

Catering Venue

starting month

Limited capsule collection development Collaboration announcement Video campaign Pre-launch Event Billboards Email Pop-up Photo-contest

Video Campaign

starting month

£ 1000 £25 000

VIP Giveaways

£1000

£700

Security

£500

Photographer

£400

Installations

£1000

Billboards

£7000

WeChat Giveaway

£500

WeChat Moments ad Total Communication Budget: £150 000

£20 000

Pre-launch collaboration Event

starting month

Social media development Social media

August September October November December January February

£60 000 Total expenses: £117 100

Measure and review A variety of monitor tactics will be implemented to measure the effectiveness of the 1 year plan to ensure, that the aims and objectives have been achieved. • At the pop-up store, customers would be asked to fill out a quick digital feedback form to help the Sunspel storytellers understand what people think of the experience and what could be improved. In exchange, they will be given a 10% off for their next purchase. The feedback would also help shed light on, whether the popup made them more interest in purchasing a product. • In case that not all the visitors had been surveyed. Sunspel will post on their Weibo account a survey to understand consumer preferences and behaviour more clearly. • Once the Collaboration campaign has been launched, it will be closely monitored, and success measured by looking out on the number of user activities on social media platformsThree months into the campaign, revenue will be looked at, to see if the campaign has had an impact on sales.

YEAR 2 In Year two, Sunspel will continue focusing on building its brand awareness through social media and building a trustworthy relationship with existing customers and ways to reach new customers in China and UK. In the first half of the year, Sunspel will offer personalisation services, consumers would be able to personalise their Sunspel products such as t-shirts or jumpers with their own initials and colour of their choice. Done through the website or ultimately, if the company's budget allows, launching an app would ensure a more seamless personalisation process and consistency throughout the complex customer journeys. For the second half of the year, Sunspel will open a store in the Bicester Village, to stretch out their physical presence. This can be a great improvement strategy for Sunspel to attract Chinese consumers living and visiting the UK. In 2017 it had 6.6m visitors a similar figure to Visit Britain's figures for the British Museum. The Village also features on social media channels such as Weibo and WeChatToday. It is the only outlet in the UK visited en masse by Chinese tourists and described as a "must-go place for visitors to London". (Loddell 2018).

METRICS KPI Mentions Shares Likes Views Reposts Comments Feedback forms/surveys filled E-commerce/web page visits C2C Engagement B2C Engagement

YEAR 3 A growing fragrance market might be an opportunity for Sunspel to expand their product portfolio into perfumes or colognes. The market is expected to rise in the next five years, with minor fluctuations in the near future. The category will rise from an estimated £1.48 billion in 2018 to £1.57 billion in 2023. (Mintel 2019). Sunspel will search for a brand ambassador to be a face of their Sea Island cologne campaign This idea may be riskier however, it will give Sunspel an opportunity to stand out against the competition as well as update the brand image.

Conclusion To conclude, Sunspel has already established itself as a unique brand that stands behind its values. In order to further expand its market scope, the brand is planning to enter into the Chinese fashion industry. In fact, there is rapid economic development and a strong consumer power, therefore, it is believed Sunspel has potential to succeed within this market. Regarding the market entry, Sunspel will choose an e-commerce giant JD.com as their selling platform and create social media accounts WeChat and Weibo to increase brand credibility over the next three years. In order to get the best out of their objectives, Sunspel should focus on the marketing strategies suggested. By implying online communication, promotional events, diverging into a collaboration with Chinese artist and opening a pop-up store in Shanghai. This will open up the opportunity to estimate larger profits, increase brand awareness and push the business forward to become an internationally operating brand.

Fig.12. Hyden and Hare (n.d). N.Peal logo [image] Available at :https://cdn.shopify.com/s/files/1/1794/0271/articles/NPeal-Logo-tongiht.jpg?v=1511212039 [Accessed 3rd Jan. 2019].

List of Illustrations Front Cover - ItÂ´s Nice That. (2018). Sunspel AW18 [image] Available at : https://www.itsnicethat.com/system/files/112018/5bf44df07fa44ca60800050e/images_slice_large/150518_Sunspel_AW18_SHOT_08_013.jpg?1542737445[Accessed 3rd Jan. 2019].

Fig.1 Sunspel Journal. (2018). Sunspel Sea Island Cotton knitwear [image] Available at :https://info.sunspel.com/ wp-content/uploads/2017/03/sea-island-blog-hero2.jpg[Accessed 3rd Jan. 2019]. Fig.2 Polozcek,Clemens.(n.d). Sunspel factory visit [image] Available at: https://www.ignant.com/wp-content/ uploads/2017/01/Sunspel_Menswear_Ignant_Clemens_Poloczek-13-1440x960.jpg[Accessed 3rd Jan. 2019]. Fig.3 Folderit. (n.d). Organised desk [image] Available at :https://www.folderit.com/wp-content/uploads/2018/04/Organized-Desk-Office.jpg[Accessed 3rd Jan. 2019].

Fig.4 Iconfinder. (n.d). Social Media icons [image] Available at :https://cdn1.iconfinder.com/data/iconsets/previews/medium-2x/black-white-social-media.png [Accessed 3rd Jun. 2019].

Fig.14 Pringle of Scotland (n.d). Pringle of Scotland logo [image] Available at: https://customers.seometamanager.com/knowledgegraph/logo/pringle-of-scotland_myshopify_com_logo.jpg[Accessed 3rd Jan. 2019]. Fig.15 World Vector Logo. (n.d). Burberry logo [image] Available at : https://cdn.worldvectorlogo.com/logos/ burberry-3.svg [Accessed 3rd Jan. 2019].

Fig.16 Shop Fruiton. (n.d). A.P.C logo [image] Available at: http://shop.fruitionlv.com/uploaded_images/APCBlueLogo1.jpg [Accessed 3rd Jun. 2019]. Fig.17 StickPNG (n.d). COS logo [image] Available at: http://assets.stickpng.com/thumbs/5a1ac92df65d84088faf137b.png [Accessed 3rd Jan. 2019]. Fig.18 Gunwharf Quays (n.d). Paul Smith logo [image] Available at: https://wl3-cdn.landsec.com/sites/default/ files/images/shops/logos/paul-smith-logo_0.png [Accessed 3rd Jan. 2019]. Fig.19 Staub,B. (2016). Sunspel AW 2016 Campaign [image] Available at: http://www.studiosmall.com/wp-content/uploads/2017/02/16051sdfsdf6_SUNSPEL_SHOT_09_172_DEF_CMYK-joined-Large-01.jpg [Accessed 3rd Jan. 2019].

Fig.5 Statista. (2019). Luxury retail segment in the UK growth desk [image] Available at :https://www.statista. com/statistics/484482/united-kingdom-uk-luxury-retail-market-growth/[Accessed 3rd Jan. 2019].

Fig.20 Opumo. (2018). Sunspel layout [image] Available at: https://www.opumo.com/wordpress/wp-content/ uploads/2018/03/OPUMO-Sunspel-Banner.jpg[Accessed 3rd Jan. 2019].

Fig.6 McKinsey&Company (2016). Luxury retail segment in the UK growth desk [image] Available at :https:// www.mckinsey.com/~/media/McKinsey/Locations/Europe%20and%20Middle%20East/United%20Kingdom/Our%20 Insights/The%20British%20luxury%20market%20Growing%20sales%20from%205%20million%20to%20500%20million/ The%20British%20luxury%20market%20Growing%20sales%20from%205%20million%20to%20500%20million.ashx[Accessed 15 Jan. 2019].

Fig.21 Sunspel Journal. (2017). SUNSPEL AUTUMN/WINTER 2017 COLLECTION [image] Available at: https:// info.sunspel.com/wp-content/uploads/2017/09/Sunspel-Campaign-Thomas-Giddings.jpg[Accessed 3rd Jan. 2019].

Fig.7 Grigelova, N. (2019). Screenshot of Sunspel Limited financials [image] Available at :https://suite.endole. co.uk/insight/company/01781094-sunspel-limited?loggedin[Accessed 3rd Jan. 2019].

Fig.13 British Fashion Council (n.d). Margaret Howell logo [image] Available at: http://www.londonfashionweek.co.uk/image_library/42/81/1266.gif[Accessed 3rd Jan. 2019].

Fig.22 Medium (n.d) World framework [image] Available at: https://cdn-images-1.medium.com/max/1200/1*gwgDyBvxjTXGoJoOdQEVLQ.jpeg [Accessed 3rd Jan. 2019]. Fig.23 Wikimedia (n.d) TMall.com logo [image] Available at: https://upload.wikimedia.org/wikipedia/commons/ thumb/6/65/Tmall-logo_2.png/1200px-Tmall-logo_2.png [Accessed 3rd Jan. 2019].

Fig.8 Grigelova, N. (2019). Screenshot of Sunspel Limited financials [image] Available at :https://suite.endole. co.uk/insight/company/01781094-sunspel-limited?loggedin[Accessed 3rd Jan. 2019].

Fig.24 Logonoid (n.d) JD.com logo [image] Available at: https://logonoid.com/images/jd-com-logo.jpeg [Accessed 3rd Jan. 2019].

Fig.9 The Rake. (2018). Sunspel layout [image] Available at: http://d3hp8xnxb3lun4.cloudfront.net/wp-content/ uploads/2018/08/edit-SUNSPEL_EXTRAS_08_17_002-copy-1200x800.jpg[Accessed 3rd Jan. 2019].

Fig.25 Crunchbase (n.d) VIP.com logo [image] Available at:https://res-1.cloudinary.com/crunchbase-production/image/upload/c_lpad,h_256,w_256,f_auto,q_auto:eco/v1492071065/zreqdg8aqlrvsht2wn5c.png [Accessed 3rd Jan. 2019].

Fig.10 Grigelova,N. (2018). Pen Portait [3rd Jan. 2019]

Fig.26 Gentlemen Marketing Agency (n.d) E-commerce market share in China [image] Available at:https:// www.marketingtochina.com/wp-content/uploads/2015/06/Marketshare-gentlemen-marketing-agency.png [Accessed 3rd Jan. 2019].

Fig.11 Country Attire. (2016). John Smedley logo [image] Available at:https://admin.countryattire.com/blog/ wp-content/uploads/2016/09/20160922_John_Smedley_Banner_001.jpgg[Accessed 3rd Jan. 2019].

Fig.27 BMA Agency (n.d) Size of apparel market in the world [image] Available at:https://static1.squarespace. com/static/56757630e0327c06bccb97d5/t/5a383b15c830258ccbe77369/1513634586931/size-of-apparel-market. jpg?format=1500w [Accessed 3rd Jan. 2019].

Fig.28 Pryce,J. (2015). Sunspel and Gola [image] Available at :http://2.bp.blogspot.com/-mcxcUatXFn4/ VXoS1q6teYI/AAAAAAAAHHo/-GcZYp7fzPk/s1600/gola-4R2A4106ss.jpg [Accessed 3rd Jan. 2019].

Fig.43 Grigelova,N. (2019). WeChat collaboration campaign [3rd Jan. 2019]

Fig.29 MarketingToChina (n.d). Chinese Millennials [image] Available at: https://www.marketingtochina. com/wp-content/uploads/2016/07/millenials.jpg[Accessed 3rd Jan. 2019]. Fig.44 Grigelova,N. (2019). Sunspel website page [3rd Jan. 2019] Fig.30 Sinorbis (2018). Chinese Millennial infographic [image] Available at: https://blog.sinorbis.com/hs-fs/ hubfs/Infographic%20Chinese%20Millennial%20Consumers.png?width=800&height=858&name=Infographic%20Chinese%20Millennial%20Consumers.png[Accessed 3rd Jan. 2019]. Fig.31 Grigelova,N. (2018). Chinese consumer pen portait [3rd Jan. 2019]

Fig.45 Grigelova,N. (2019). Email invitation [3rd Jan. 2019]

Fig.32 Staub,B. (2016). Sunspel AW 2016 Campaign [image] Available at: http://www.studiosmall.com/ wp-content/uploads/2017/02/16051sdfsdf6_SUNSPEL_SHOT_09_172_DEF_CMYK-joined-Large-01.jpg [Accessed 3rd Jan. 2019].

Fig.46 Grigelova,N. (2019). Billboard advertising [3rd Jan. 2019]

Fig.33 Studio Small (n.d). Sunspel packaging [image] Available at: http://www.studiosmall.com/wp-content/ uploads/2017/05/DSCF7471-Large-01-2.jpg [Accessed 3rd Jan. 2019].

Fig.47 Grigelova,N. (2019). Sunspel pop-up banner [3rd Jan. 2019]

Fig.34 Grigelova,N. (2019). Sunspel JD.com example [3rd Jan. 2019]

Fig.35 Grigelova,N. (2019). Sunspel WeChat account example [3rd Jan. 2019]

Fig.48 Kunst in Kaart (n.d). Shanghai map [image] Available at: https://www.kunstinkaart.nl/wp-content/uploads/Shanghai_black.jpg [Accessed 3rd Jan. 2019].

Fig.36 Champlain College. (n.d). Jingyi Zhu [image] Available at: http://emergentmedia.champlain.edu/ wp-content/uploads/sites/24/2015/03/Jingyi-Zhu.jpg [Accessed 3rd Jan. 2019].

SUNSPEL X JINGYI ZHU

Fig.37 Grigelova,N. (2019). Collaboration poster example[3rd Jan. 2019]

Fig.38 Grigelova,N. (2019). Limited capsule collection example [3rd Jan. 2019]

Fig.39 Luminati(n.d). Digital screen[image] Available at: https://www.luminati.co.uk/media/catalog/product/cache/c687aa7517cf01e65c009f6943c2b1e9/h/t/httpswww.luminati.co.ukimagesproducts2427lq45g.jpg [Accessed 3rd Jan. 2019]. Fig.40 China Daily. (2018). QR code payment [image] Available at:http://img2.chinadaily.com.cn/images/201804/19/5ad7f941a3105cdce0a38218.jpeg [Accessed 3rd Jan. 2019]. Fig.41 Dezeen. (2010). Pop-up store[image] Available at:https://static.dezeen.com/uploads/2008/09/kswiss-2.jpg [Accessed 3rd Jan. 2019].

Fig.42 Fig.38 Grigelova,N. (2019). Weibo ad campaign [3rd Jan. 2019]

References BOOKS • Masterson, R., Phillips, N. and Pickton, D. (2017). Marketing an introduction. 4th ed. SAGE Publications, p.55. • Zook, Z, & Smith, PR 2016, Marketing Communications : Offline and Online Integration, Engagement and Analytics, Kogan Page, Limited, London. Available from: ProQuest Ebook Central. [6 Accessed December 2018].

REPORTS

• Mintel (2018). European Consumer Trends 2018. [online] p.19. Available at: http://reports.mintel. com/static/trends/documents/European_Consumer_Trends.pdf [Accessed 20 Jan. 2019]. • Mintel (2019). UK FRAGRANCES MARKET REPORT. [online] Available at: https://store.mintel.com/ uk-fragrances-market-report [Accessed 20 Jan. 2019]. • Mintel. (2017). The Asian Premium Brand and Luxury Consumer- US, November 2016.. [online] Available at: http://academic.mintel.com/display/826201/?highlight [Accessed 15 Jan. 2019]. • McKinsey&Company (2016). The British luxury market: Growing sales from £5 million to £500 million. [online] McKinsey&Company, pp.9-12. Available at: https://www.mckinsey.com/~/media/McKinsey/ Locations/Europe%20and%20Middle%20East/United%20Kingdom/Our%20Insights/The%20British%20 luxury%20market%20Growing%20sales%20from%205%20million%20to%20500%20million/The%20British%20luxury%20market%20Growing%20sales%20from%205%20million%20to%20500%20million.ashx [Accessed 15 Jan. 2019]. • Statista. (2019). Luxury retail UK market growth 2008-2018. [online] Available at: https://www.statista.com/statistics/484482/united-kingdom-uk-luxury-retail-market-growth/ [Accessed 20 Jan. 2019]. • The Business of Fashion&McKinsey & Company (2019). The State of Fashion 2019. [online] p.7. Available at: https://cdn.businessoffashion.com/reports/The_State_of_Fashion_2019.pdf [Accessed 6 Jan. 2019].

WEBSITES

• Abnett, K. (2016). Chinese Men Loosen Up. [online] The Business of Fashion. Available at: https:// www.businessoffashion.com/articles/global-currents/chinese-menswear-market-growth-casualwear [Accessed 20 Jan. 2019]. • Armstrong, A. (2016). Sunspel sales boosted by tourist shoppers and Gary Lineker strip-off. [online] The Telegraph. Available at: https://www.telegraph.co.uk/business/2016/12/26/sunspel-sales-boosted-tourist-shoppers-gary-lineker-strip-off/ [Accessed 21 Dec. 2018]. • Boomtown (2018). The Digital-Forward Customer Experience. [online] Available at: https://www. goboomtown.com/digital-forward-customer-experience/ [Accessed 29 Dec. 2018]. • Coates, I. (2018). Menswear luxury market growth: What drives the success?. [online] WGSN Insider. Available at: https://www.wgsn.com/blogs/menswear-luxury-market-drives-success/ [Accessed 4 Nov. 2018]. • Coleman, T. (2018). Here’s How 5 E-Commerce Brands Used Pop-Up Stores To Get Ahead. [online] Storefront Magazine. Available at: https://www.thestorefront.com/mag/heres-how-5-e-commercebrands-used-pop-ups-to-get-ahead/ [Accessed 20 Jan. 2019] • Daxue Consulting (2013). Men’s Clothing Market in China: How to leverage market research to take advantage in China. [online] Daxueconsulting.com. Available at: http://daxueconsulting.com/mensclothing-market-in-china/ [Accessed 20 Jan. 2019]. • eMarketer. (2017). Millennials in China Have an Outsized Impact on Ecommerce Spending. [online] Available at: https://www.emarketer.com/Article/Millennials-China-Have-Outsized-Impact-on-Ecommerce-Spending/1014863 [Accessed 7 Jan. 2019]. • Euromonitor. (2017). Personalise It: A Top Consumer Trend for 2017. [online] Available at: https:// blog.euromonitor.com/personalise-top-consumer-trend-2017/ [Accessed 29 Dec. 2018].

• Graziani, T. (2017). How to use Tmall and JD.com to enter China? A simple guide. [online] WalktheChat. Available at: https://walkthechat.com/use-tmall-jd-com-enter-china-simple-guide/ [Accessed 3 Jan. 2019]. • Hallan, L. (2018). Wannabe WeChat Merchants: What You Need to Know. [online] Jing Daily. Available at: https://jingdaily.com/us-wechat-pay/ [Accessed 20 Jan. 2019]. • King, L. (2019). China’s JD.com, Alibaba rival, reports $19.1 billion in shopping.... [online] Reuters. Available at: https://www.reuters.com/article/us-singles-day-jd-com/chinas-jd-com-alibaba-rival-reports-19-1-billion-in-shopping-event-sales-idUSKBN1DC0H9 [Accessed 15 Jan. 2019]. • O’Brien-Moody, A. (2018). Sunspel: Masters of Minimalism. [online] Therake.com. Available at: https://therake.com/stories/style/sunspel-masters-minimalism/ [Accessed 29 Dec. 2018]. • Nakamura, Y. (2016). Tencent becomes top shareholder of e-retailer JD.com. [online] Nikkei Asian Review. Available at: https://asia.nikkei.com/Business/Business-Deals/Tencent-becomes-top-shareholder-of-e-retailerJD.com2 [Accessed 20 Jan. 2019]. • Shannon, S. (2017). Sunspel’s Second Coming. [online] The Business of Fashion. Available at: https://www. businessoffashion.com/articles/intelligence/sunspels-second-coming [Accessed 4 Nov. 2018]. • Statista. (2019). Luxury retail UK market growth 2008-2018. [online] Available at: https://www.statista.com/ statistics/484482/united-kingdom-uk-luxury-retail-market-growth/ [Accessed 20 Jan. 2019]. • The Business of Fashion&McKinsey & Company (2019). The State of Fashion 2019. [online] p.7. Available at: https://cdn.businessoffashion.com/reports/The_State_of_Fashion_2019.pdf [Accessed 6 Jan. 2019]. • Wang, A. (2018). How to appeal to Chinese millennial consumers. [online] Blog.sinorbis.com. Available at: https://blog.sinorbis.com/blog/chinese-millennial-consumers [Accessed 7 Jan. 2019]. • Wahba, P. (2015). That Warm Weather You Like Is Costing Retailers Hundreds of Millions. [online] Fortune. Available at: http://fortune.com/2015/12/16/retail-warm-weather/ [Accessed 3 Jan. 2018]. • Zheng, R. (2017). How JD.com And Tencent Benefit From Vipshop Investment. [online] Jing Daily. Available at: https://jingdaily.com/how-jd-com-and-tencent-benefit-from-vipshop-investment/ [Accessed 3 Jan. 2019].

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• The Business of Fashion&McKinsey & Company (2019). The State of Fashion 2019. [online] p.7. Available at: https://cdn.businessoffashion.com/reports/The_State_of_Fashion_2019.pdf [Accessed 6 Jan. 2019]. WEBSITES • Abnett, K. (2016). Chinese Men Loosen Up. [online] The Business of Fashion. Available at: https://www.businessoffashion.com/articles/global-currents/chinese-menswear-market-growth-casualwear [Accessed 20 Jan. 2019]. • Armstrong, A. (2016). Sunspel sales boosted by tourist shoppers and Gary Lineker strip-off. [online] The Telegraph. Available at: https://www.telegraph.co.uk/business/2016/12/26/sunspel-sales-boosted-tourist-shoppers-gary-lineker-strip-off/ [Accessed 21 Dec. 2018]. • Barker, C. (2014). UK Brands’ Sophisticated Luxury Appeals to Chinese Consumers, Study Shows. [online] Ama.org. Available at: https://www.ama.org/publications/eNewsletters/MNE/Pages/uk-chinese-consumers. aspx [Accessed 6 Jan. 2019]. • Biron, B. (2017). Social media is driving growth in the luxury menswear market - Digiday. [online] Digiday. Available at: https://digiday.com/marketing/social-media-driving-growth-luxury-menswear-market/ [Accessed 4 Nov. 2018]. • Boomtown (2018). The Digital-Forward Customer Experience. [online] Available at: https://www.goboomtown.com/digital-forward-customer-experience/ [Accessed 29 Dec. 2018]. • Brunot, T. (n.d.). How Do Fiscal Policies Impact the Retail Business?. [online] Smallbusiness.chron.com. Available at: https://smallbusiness.chron.com/fiscal-policies-impact-retail-business-73966.html [Accessed 1 Jan. 2019]. • Coates, I. (2018). Menswear luxury market growth: What drives the success?. [online] WGSN Insider. Available at: https://www.wgsn.com/blogs/menswear-luxury-market-drives-success/ [Accessed 4 Nov. 2018]. • Coleman, T. (2018). Here’s How 5 E-Commerce Brands Used Pop-Up Stores To Get Ahead. [online] Storefront Magazine. Available at: https://www.thestorefront.com/mag/heres-how-5-e-commerce-brands-used-pop-upsto-get-ahead/ [Accessed 20 Jan. 2019]. • Courses.lumenlearning.com. (n.d.). Cultural Factors Shaping the Global Marketing Environment. [online] Available at: https://courses.lumenlearning.com/marketing-spring2016/chapter/reading-cultural-factors-shaping-the-global-marketing-environment/ [Accessed 29 Dec. 2018]. • Creative Industries. (n.d.). CHINESE CONSUMERS DRAWN TO BRITISH BRANDS. [online] Available at: http:// www.thecreativeindustries.co.uk/uk-creative-overview/news-and-views/news-uk-firms-successfully-targetthe-new-chinese-consumer [Accessed 20 Jan. 2019]. • Daxue Consulting (2013). Men’s Clothing Market in China: How to leverage market research to take advantage in China. [online] Daxueconsulting.com. Available at: http://daxueconsulting.com/mens-clothing-marketin-china/ [Accessed 20 Jan. 2019]. • eMarketer. (2017). Millennials in China Have an Outsized Impact on Ecommerce Spending. [online] Available at: https://www.emarketer.com/Article/Millennials-China-Have-Outsized-Impact-on-Ecommerce-Spending/1014863 [Accessed 7 Jan. 2019]. • Huang, N. (2017). 5 Things to Know About the Hottest Pop-up Retailing Trend in China – Jing Daily. Available at: https://jingdaily.com/5-things-pop-up-retailing-trend-in-china/ [Accessed 7 Jan. 2019]. • Kuo, M. (2017). China’s Millennials: Consumer Superpower. [online] The Diplomat. Available at: https://thediplomat.com/2017/05/chinas-millennials-consumer-superpower/ [Accessed 7 Jan. 2019]. • Loddell, M. (2018). Why do the Chinese love Bicester Village?. [online] BBC News. Available at: https://www. bbc.co.uk/news/uk-england-oxfordshire-42015714 [Accessed 19 Jan. 2019]. • Marketing China. (n.d.). How to Market a Fashion Brand in China. [online] Available at: https://www.marketingtochina.com/premium-fashion-brand-in-china/ [Accessed 22 Nov. 2018]. • Mintel. (2017). 20 key facts for London Fashion Week Men’s. [online] Available at: http://www.mintel.com/ press-centre/fashion/20-key-facts-for-london-fashion-week-mens [Accessed 11 Nov. 2018]. • Mintel. (2017). The Asian Premium Brand and Luxury Consumer- US, November 2016.. [online] Available at: http://academic.mintel.com/display/826201/?highlight [Accessed 15 Jan. 2019]. • N. Peal. (n.d.). Bespoke Cashmere Clothing. [online] Available at: https://www.npeal.com/bespoke [Accessed 20 Jan. 2019].

• Owler. (2018). Sunspel Company Profile. [online] Available at: https://www.owler.com/company/sunspel#overview [Accessed 10 Nov. 2018]. • Riebschläger, P. (n.d.). Sunspel Factory Visit - IGNANT. [online] IGNANT. Available at: https://www.ignant. com/2017/01/19/sunspel-factory-visit/ [Accessed 20 Jan. 2019]. • Raconteur. (2015). Feeling the quality. [online] Available at: https://www.raconteur.net/business-innovation/ feeling-the-quality [Accessed 28 Nov. 2018]. • Rogers, C. (2017). How brands should target Chinese consumers during Golden Week and beyond. [online] Marketing Week. Available at: https://www.marketingweek.com/2017/10/06/western-brands-target-chinese-consumers/ [Accessed 13 Nov. 2018]. • Shannon, S. (2017). Sunspel’s Second Coming. [online] The Business of Fashion. Available at: https://www. businessoffashion.com/articles/intelligence/sunspels-second-coming [Accessed 4 Nov. 2018]. • Statista. (2019). Luxury retail UK market growth 2008-2018. [online] Available at: https://www.statista.com/ statistics/484482/united-kingdom-uk-luxury-retail-market-growth/ [Accessed 20 Jan. 2019]. • Statista. (2019). Number of social network users in China from 2015 to 2022 (in millions). [online] Available at: https://www.statista.com/statistics/277586/number-of-social-network-users-in-china/ [Accessed 20 Jan. 2019]. • Thai, N. (2018). 10 Most Popular Social Media Sites in China. [online] Dragon Social. Available at: https://www. dragonsocial.net/blog/social-media-in-china/ [Accessed 20 Jan. 2019]. • The Business of Fashion&McKinsey & Company (2019). The State of Fashion 2019. [online] p.7. Available at: https://cdn.businessoffashion.com/reports/The_State_of_Fashion_2019.pdf [Accessed 6 Jan. 2019]. • The Holborn Magazine. (2015). Q&A with Nicholas Brooke, CEO at Sunspel. [online] Available at: https://theholbornmag.com/2015/05/06/qa-nicholas-brooke-ceo-at-sunspel/ [Accessed 20 Jan. 2019]. • The Luxury Conversation. (2017). How Can British Brands Connect with China’s Luxury Consumer?. [online] Available at: http://luxuryconversation.com/how-can-british-brands-connect-with-chinas-luxury-consumer/ [Accessed 20 Jan. 2019]. • Wang, A. (2018). How to appeal to Chinese millennial consumers. [online] Blog.sinorbis.com. Available at: https://blog.sinorbis.com/blog/chinese-millennial-consumers [Accessed 7 Jan. 2019]. • Wahba, P. (2015). That Warm Weather You Like Is Costing Retailers Hundreds of Millions. [online] Fortune. Available at: http://fortune.com/2015/12/16/retail-warm-weather/ [Accessed 3 Jan. 2018]. • Williamson, J. (2018). Consumers prepared to pay up to 22% more for Brand Britain - The Manufacturer. [online] The Manufacturer. Available at: https://www.themanufacturer.com/articles/consumers-prepared-pay-22brand-britain/ [Accessed 10 Nov. 2018]. • Winstanley, B. (n.d.). Brand Watch: John Smedley. [online] Square Mile. Available at: https://squaremile.com/ style/john-smedley-brand-watch/ [Accessed 20 Jan. 2019]. • Zheng, R. (2017). The Booming Male KOL Market on Little Red Book - Jing Daily. [online] Jing Daily. Available at: https://jingdaily.com/tactics-luxury-brands-utilize-user-generated-content-in-china/ [Accessed 28 Nov. 2018].

Appendix

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Interview transcript Interview transcript

9.INTERVIEW 1 INTERVIEW 1

Wong Sasa, 2019. Interview with Nela Grigelova and Gabriele Rybalko,Rybalko, Nottingham Trent Trent Wong Sasa,Student: 2019. Student: Interview with Nela Grigelova and Gabriele Nottingham University, City Campus, Shakespeare Street, Nottingham. 15th January 2019. 2019. University, City Campus, Shakespeare Street, Nottingham. 15th January Gabriele: How important is shopping experience for you for when a brand? Gabriele: How important is shopping experience youbuying when into buying into a brand? Interviewee: The service important, ultimately, I would Imore about product. If the product Interviewee: The is service is important, ultimately, wouldcare more carethe about the product. If the product is appealing to me, even if the is bad, Iiswould buystill it. But service will affect is appealing to me, evenservice if the service bad, Istill would buythe it. But the service willthe affect the impression on the brand. impression on the brand.

Gabriele: If a brand would have collaborated with an influencer familiar to you, would you be more likely to purchase? Gabriele: If a brand would have collaborated with an influencer familiar to you, would you be more likely to purchase? Interviewee: Yes. If I wouldn’t be familiar with the brand but would know the influencer, it would make me want to get to know more about them. Interviewee: Yes. If I wouldn’t be familiar with the brand but would know the influencer, it would make me How wantdo to you get to knowtomore them. Gabriele: prefer shopabout for luxury items? Gabriele: HowI prefer do youtoprefer shopwith for luxury Interviewee: shop to online the useitems? of apps or e-commerce sites. Interviewee: I prefer to shop online with the use of apps or e-commerce sites.

Gabriele: Do you Do tend follow the social Gabriele: you tendbrands follow on brands on themedia socialplatforms? media platforms?

INTERVIEW 4

Interviewee: Yes. Yes. Interviewee:

INTERVIEW Yang Huang,42019. Student: Interview with Nela Grigelova and Gabriele Rybalko, Nottingham Trent University, City Campus, Shakespeare Street, Nottingham. 15th January 2019. Yang Huang, 2019. Student: Interview with Nela Grigelova and Gabriele Rybalko, Nottingham Trent University, Cityimportant Campus, Shakespeare Street, Nottingham. 15thbuying January 2019. Gabriele: How is shopping experience for you when into a brand?

Gabriele: And which do you use most? Gabriele: Andplatforms which platforms do you use most? Interviewee: WeChatWeChat and Instagram. Interviewee: and Instagram. Gabriele: What isWhat your opinion on British brands,brands, e.g. Burberry, Paul Smith? Gabriele: is your opinion onpremium British premium e.g. Burberry, Paul Smith? Interviewee: I think itI think reminds me of high richand heritage. British brands high a high Interviewee: it reminds me quality of high and quality rich heritage. British means brands ameans fashion fashion and notand a streetwear. not a streetwear. Gabriele: If a foreign brand had a more shopping experience/you would be able be to able to Gabriele: If a foreign brand had apersonalised more personalised shopping experience/you would customise products, would you be more purchase from them? customise products, would you belikely moretolikely to purchase from them? Interviewee: Yes. Yes. Interviewee: Gabriele: If a brand collaborated with anwith influencer familiarfamiliar to you, would be more Gabriele: If awould brandhave would have collaborated an influencer to you,you would you be more likely tolikely purchase? to purchase? Interviewee: Yes, because the influencer would allow to gain insight on a brand theand the Interviewee: Yes, because the influencer wouldme allow me atodeeper gain a deeper insight on aand brand product,product, so I canso understand more about I can understand moreit.about it. Gabriele: How doHow you prefer shopto forshop luxury Gabriele: do youtoprefer foritems? luxury items? Interviewee: I prefer Ito shopto in-store, so I canso tryI itcan on,trysee the see quality Interviewee: prefer shop in-store, it on, the etc… quality etc…

INTERVIEW 2 INTERVIEW 2 Minjeong Kim, 2019. Interview with Nela Grigelova and Gabriele Rybalko,Rybalko, Nottingham Trent Trent Minjeong Kim,Student: 2019. Student: Interview with Nela Grigelova and Gabriele Nottingham University, City Campus, Shakespeare Street, Nottingham. 15th January 2019. 2019. University, City Campus, Shakespeare Street, Nottingham. 15th January Gabriele: How important is shopping experience for you for when a brand? Gabriele: How important is shopping experience youbuying when into buying into a brand? Interviewee: For me,For I prefer do it to online, I can look forlook all the and it isand more Interviewee: me, Itoprefer do it because online, because I can forinformation all the information it is more convenient and youand stillyou canstill get can a refund the product doesn’tdoesn’t fit. convenient get a ifrefund if the product fit. Gabriele: Do you Do tend follow socialonmedia Gabriele: you tendbrands follow on brands socialplatforms? media platforms? Interviewee: Yes. Yes. Interviewee: Gabriele: And which do you use the use most? Gabriele: Andplatforms which platforms do you the most? Interviewee: Instagram or WeChat. Interviewee: Instagram or WeChat. Gabriele: What is opinion on British premium brands, e.g. Burberry, Paul Smith? Gabriele: What is opinion on British premium brands, e.g. Burberry, Paul Smith? Interviewee: For me it is more traditional type of clothing, it is good they keep their traditional style, Interviewee: For me it is more traditional type of clothing, it is good they keep their traditional style, but they might open a new market share to as it is getting more popular. but they might open a new market share to as it is getting more popular. Gabriele: If a foreign brand had a more personalised shopping experience/you would be able to Gabriele: If a foreign brand had a more personalised shopping experience/you would be able to customise products, would you be more likely to purchase from them? customise products, would you be more likely to purchase from them? Interviewee: Yes, definitely, because most Chinese people are buying mainstream brands like Interviewee: Yes, definitely, because most Chinese people are buying mainstream brands like Supreme and they don’t even know the meaning of the design. If you are going for style you might Supreme and they don’t even know the meaning of the design. If you are going for style you might want to stay authentic. want to stay authentic. Gabriele: If a brand would have collaborated with an influencer familiar to you, would you be more Gabriele: If a brand would have collaborated with an influencer familiar to you, would you be more likely to purchase? likely to purchase? Interviewee: I would first consider his style or work. If they are someone new and interesting, then Interviewee: I would first consider his style or work. If they are someone new and interesting, then yes, probably. yes, probably. Gabriele: How do you prefer to shop for luxury items? Gabriele: How do you prefer to shop for luxury items? Interviewee: It depends, if its more than 1000 pounds I would prefer to buy it in a physical store, so I Interviewee: It depends, if its more than 1000 pounds I would prefer to buy it in a physical store, so I can check the details in person. can check the details in person. Nely: And when the item is less than £1000, let´s say from 50 to 200 pounds? Nely: And when the item is less than £1000, let´s say from 50 to 200 pounds? Interviewee: Anything less than £500, I will do It online. Interviewee: Anything less than £500, I will do It online. INTERVIEW 3 INTERVIEW 3 Alvis Yuen, 2019. Student: Interview with Nela Grigelova and Gabriele Rybalko, Nottingham Trent Alvis Yuen, 2019. Student: Interview with Nela Grigelova and Gabriele Rybalko, Nottingham Trent University, City Campus, Shakespeare Street, Nottingham. 15th January 2019. University, City Campus, Shakespeare Street, Nottingham. 15th January 2019. Gabriele: How important is shopping experience for you when buying into a brand? Gabriele: How important is shopping experience for you when buying into a brand? Interviewee: In my opinion, if a brand provides an exciting shopping experience and creates a Interviewee: In my opinion, if a brand provides an exciting shopping experience and creates a personal interaction with a customer, it makes you want to come back to them. personal interaction with a customer, it makes you want to come back to them. Gabriele: Do you tend follow brands on the social media platforms? Gabriele: Do you tend follow brands on the social media platforms? Interviewee: Yes. Interviewee: Yes. Gabriele: And which platforms do you use most? Gabriele: And which platforms do you use most? Interviewee: WeChat, Weibo and Instagram. Interviewee: WeChat, Weibo and Instagram. Gabriele: What is your opinion on British premium brands, e.g. Burberry, Paul Smith? Gabriele: What is your opinion on British premium brands, e.g. Burberry, Paul Smith? Interviewee: I think British brands represent luxury and modernity. Interviewee: I think British brands represent luxury and modernity. Gabriele: If a foreign brand had a more personalised shopping experience/you would be able to Gabriele: If a foreign brand had a more personalised shopping experience/you would be able to customise products, would you be more likely to purchase from them? customise products, would you be more likely to purchase from them? Interviewee: Yes, individuality is very important to me. Interviewee: Yes, individuality is very important to me.

Gabriele: HowIt important is shopping experience youinformation when buying into athe brand? Interviewee: is very important, especially whenfor more about products and offers are provided. Interviewee: It is very important, especially when more information about the products and offers are provided. Gabriele: Do you tend follow brands on the social media platforms? Gabriele: Do you Interviewee: Yes. tend follow brands on the social media platforms? Interviewee: Gabriele: AndYes. which platforms do you use the most? Gabriele: AndWeChat, which platforms do Instagram. you use the most? Interviewee: Weibo and Interviewee: WeChat, Gabriele: What is yourWeibo opinionand on Instagram. British premium brands, e.g. Burberry, Paul Smith? Gabriele: What is your opinion on British brands, e.g. and Burberry, Paul Smith? Interviewee: British brands usually have apremium lot of history behind the products ten to be a better quality. Interviewee: British brands usually have a lot of history behind and the products ten to be a better quality. Gabriele: If a foreign brand had a more personalised shopping experience/you would be able to customise products, would you be more likely to purchase from them? Gabriele: If a foreign brand had a more personalised shopping experience/you would be able to customise products, Interviewee: Yes. would you be more likely to purchase from them? Interviewee: Gabriele: If a Yes. brand would have collaborated with an influencer familiar to you, would you be more likely to purchase? Gabriele: If a brand would have collaborated with an influencer familiar to you, would you be more likely to purchase? Interviewee: Yes, I would be curious to familiarise myself with the brand as well. Interviewee: would be curious myself with the brand as well. Gabriele: HowYes, do Iyou prefer to shopto forfamiliarise luxury items? Gabriele: HowI prefer do youtoprefer shop for Interviewee: shop to in-store justluxury to finditems? the right fit. Interviewee: I prefer to shop in-store just to find the right fit. INTERVIEW 5 INTERVIEW Li Wei, 2019.5 Student: Interview with Nela Grigelova and Gabriele Rybalko, Nottingham Trent University, City Campus, Shakespeare Street, Nottingham. 15th January 2019. Li Wei, 2019. Student: Interview with Nela Grigelova and Gabriele Rybalko, Nottingham Trent University, Cityimportant Campus, Shakespeare Street, Nottingham. 15thbuying January 2019. Gabriele: How is shopping experience for you when into a brand? Gabriele: How is shopping experience you when buying into aloyalty brand?between a Interviewee: It isimportant very important because shopping for experience is what creates Interviewee: It is very important experience is what createstoloyalty between a brand and a customer. If a servicebecause is great,shopping you ultimately are more attracted the brand and their brand anddespite a customer. If a service is great, you ultimately are more attracted to the brand and their products the prices. products despite the prices. Gabriele: Do you tend follow brands on the social media platforms? Gabriele: Do you tend follow brands on the social media platforms? Interviewee: Yes. Interviewee: Yes. Gabriele: And which platforms do you use most? Gabriele: And which platforms do you use most? Interviewee: WeChat, Weibo and Instagram. Interviewee: WeChat, Weibo and Instagram. Gabriele: What is your opinion on British premium brands, e.g. Burberry, Paul Smith? Gabriele: What is your opinion on British premium brands, e.g. Burberry, Paul Smith? Interviewee: British brands for me equals to high quality and rich heritage behind the products. Interviewee: British brands for me equals to high quality and rich heritage behind the products. Gabriele: If a foreign brand had a more personalised shopping experience/you would be able to Gabriele: Ifproducts, a foreign would brand you had be a more shopping would be able to customise morepersonalised likely to purchase fromexperience/you them? customise products, would you be more likely to purchase from them? Interviewee: Yes, I like to individualise my style. Interviewee: Yes, I like to individualise my style. Gabriele: If a brand would have collaborated with an influencer familiar to you, would you be more Gabriele: If a brand would have collaborated with an influencer familiar to you, would you be more likely to purchase? likely to purchase? Interviewee: Yes. Influencers usually introduce people to new brands which often turns out to be a Interviewee: Yes.IfInfluencers usuallystyle, introduce newopinion brands as which to be a great discovery. I like influencers’ I tendpeople to trusttotheir theyoften help turns to getout a better great discovery.about If I like influencers’ style, I tendthat to trust their opinion understanding new brands and products I ultimately want as to they buy. help to get a better understanding about new brands and products that I ultimately want to buy. Gabriele: How do you prefer to shop for luxury items? Gabriele: How do you prefer to shop for luxury items? Interviewee: I to shop prefer in-store but due to the lack of usually buy things online with the use of Interviewee: social media. I to shop prefer in-store but due to the lack of usually buy things online with the use of social media. INTERVIEW 6 INTERVIEW 6 Zhang Jing, 2019. Student: Interview with Nela Grigelova and Gabriele Rybalko, Nottingham Trent Zhang Jing, City 2019. Student: Interview with NelaNottingham. Grigelova and Gabriele University, Campus, Shakespeare Street, 15th JanuaryRybalko, 2019. Nottingham Trent University, City Campus, Shakespeare Street, Nottingham. 15th January 2019. Gabriele: How important is shopping experience for you when buying into a brand? Gabriele: How important is shopping experience for you when buying into a brand? Interviewee: I think it is very important and it doesn’t matter if you do it online or offline. Interviewee: I think it is very important and it doesn’t matter if you do it online or offline. Gabriele: Do you tend follow brands on the social media platforms? Gabriele: Do you tend follow brands on the social media platforms? Interviewee: Yes Interviewee: Yes Gabriele: And which platforms do you use most? Gabriele: And which platforms do you use most? Interviewee: Back home in China I mainly use WeChat and here I sometimes use Instagram as well so Interviewee: Backwith home China I mainly use WeChat and here I sometimes use Instagram as well so I can be in touch myincoursemates. I can be in touch with my coursemates. Gabriele: What is your opinion on British premium brands, e.g. Burberry, Paul Smith? Gabriele: What is your opinion on British premium brands, e.g. Burberry, Paul Smith? Interviewee: For me British brands are all about the history and quality products that are aso very Interviewee: For me British brands are all about the history and quality products that are aso very unique. unique. Gabriele: If a foreign brand had a more personalised shopping experience/you would be able to customise products, would you be more likely to purchase from them? Interviewee: Yes, I think I would be more likely to buy it Gabriele: If a brand would have collaborated with an influencer familiar to you, would you be more likely to purchase? Interviewee: If they work on something new and unique, I might consider Gabriele: How do you prefer to shop for luxury items? Interviewee: Don’t mind shopping both in-store and online. Because more high-end luxury stores are not always available in small cities whereas online you can buy lots of items in one place.

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