Nina Patel N0515890 FMB1002
Cover Photo: Fig 1. Logo: Fig 2.
Marketing Strategy and Planning for
Contents.
Introduction........................................................................................................5 Brand History......................................................................................................7 Methodology.......................................................................................................9 Macro Environment PEST Analysis......................................................................................................11 Macro Trends.......................................................................................................13 Micro Trend Analysis Market Health.....................................................................................................15 Positioning Map..................................................................................................17 Brand Audit Brand Overview...................................................................................................19 Consumer Segmentation.......................................................................................21 Brand Health.......................................................................................................23 Brand Platform Values..................................................................................................................25 Personality...........................................................................................................26 Brand Opportunities SWOT Analysis....................................................................................................27 Ansoff Matrix.......................................................................................................28 Marketing Plan UK Advertising....................................................................................................29 UK Marketing Strategy.........................................................................................31 USA Market Optimisation Strategy.......................................................................35 Conclusions........................................................................................................41 Refrences............................................................................................................43 Bibliography.......................................................................................................44 Appendix............................................................................................................45 Illustrations........................................................................................................59
Introduction.
Fig 3.
This report will determine the brand All Saints position in the current market and create a marketing and communication plan for All Saints. It will explore the challenges and opportunities All Saints faces. It will look into strengthening its positioning in the UK by promoting a marketing strategy. Creating a second marketing plan to maximize its global potential in USA.
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WHERE ALL SAINTS IS NOW?
Brand History. All Saints was found by Stuart Trevor, and Kait Bolongaro in 1994. A British retailer, starting as a wholesale menswear brand and today sells women’s wear, footwear and accessories along with menswear.
1994 - All Saints began selling wholesale to Harvey Nichols, Harrods and Barneys.
1997 - The first stand-alone store in Foubert Place off of London Carnaby Street opened.
1998 - Women’s wear collection was launched. 2006 - E-commerce website launched. 2009 - All Saints website launches international versions in a range of languages to target foreign markets.
2010 - Despite the recession, All Saints had a 50% rise in profits. (1) Flagship New York store opens.
Now - All Saints now focus on their promotional strategies to
bring in new customers, heavily emphasizing their connection to music, and rock and roll.
BRAND HISTORY.
Fig 4.
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WHERE ALL SAINTS IS NOW?
Methodology. Research Objectives - All Saints consumers. - Where All Saints is now? - How they can strengthen their position in the UK and maximize potential in USA. Primary Research methods. Qualitative. Face-to-Face interviews. Group Interviews. Quantitative. Online survey. Method. We used one questionnaire (Appendix 1) to conduct our online survey and a seperate questionnaire (Appendix 3) for face-to-face interviews with consumers and All Saints employees in London, Nottingham and New York. Ethics (Appendix 2) were read out to the consumers. Sample Gained 80 responses from online survey, age 15+. Conducted 15 face-to-face interviews with consumers and employees aged 18-31. Secondary Research Sources. Online. WGSN, Mintel.com, AllSaint.com Magazines. Social Network Sites. Facebook, Instagram, Pinterest, Youtube, Twiter.
METHODOLOGY.
Fig 5,6.
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MACRO ENVIRONMENT.
Pest Analysis.
There are many important key trends in the business environment. The PEST Analysis (Appendix 14) shows these trends and further explores whether these are opportunities or threats to the industry.
PEST ANALYSIS.
Fig 7.
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MACRO ENVIRONMENT.
Macro Trends. GENERATION Y.
The children of the Baby Boomers. Implications for future. -These consumers will form 34% of the population in 2020. -They’re more familiar with technology and more confident trying out new brands. Impact on All Saints. -This would be a huge benefit for All Saints in the future as they have a high online platform with their website and All Saints studios. -All Saints is also a unique brand that would be perfect for these consumers who are confident to try new brands.
OFF = ON.
Consumers looking for the fast paced and easy access elements of online experiences within stores and spending their free time. Technology is a daily consumption. Implications for future. -Consumers will be more connected to the world and brands. In-store experiences will evolve to online platform. -Online advertising and promotions will have a bigger effect than in store promotions. Impacts on All Saints. -The brand hosts numerous social networking sites such as Facebook, Twitter and Instagram. -All Saints have no mobile app, they should consider creating one to make the brand more accessible and bring in new customers that could create a growth in the company.
MACRO TRENDS.
THE BIG BITE.
Double Dip recession means people are facing debts. Implications for future. -Consumers are being more conscious about money spent, as they are earning less money, which leads them to spend less of expensive luxury items. Impacts on All Saints. -All Saints would have high levels of unsold stock, impacting the brands cash flow, causing bankruptcy. -The economy is predicted to recover, which will have a positive effect on All Saints consumer’s income.
Fig 8.
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MICRO TREND ANALYSIS.
Market Health.
“
AllSaints, which almost slid into administration two years ago, is back in the black. (2)
�
Some of the Key Drivers for All Saints are the market has seen growth by 4.92% this is a great recovery as in the past couple of month there has been a decline, which may have varied due to the changes in the economy.
Fig 9, 10.
MARKET HEALTH.
In the next 12 months All Saints future market outlook is predicted to have a rise in stock prices however this would depend on the economic conditions as the market evolves. It looks like there will be a slight incline as a growth is predicted as seen in Figure 10. Looking at an issue from the PEST Analysis (Appendix 14) the market may be predicted to grow in the next 12 month however it can be seen that recession and rise of youth unemployment will still be an economical factor for the general market and All Saints.
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MICRO TREND ANALYSIS.
Positioning Map. All Saints is a trendy fashion brand targeted towards 18-35 year olds. It has been placed between high price and highly fashion forward / trend setters. This is what makes them an up market brand. All Saints main competitors being Topshop, Religion, Acne in the UK however, they also compete against large retailers such as H&M and Zara. Topshops target market is aimed at 15 to 30 year old women, or everyone who loves fashion regardless of age or income. Topshop specialize in fashion clothing, shoes, make up and accessories they emphasize on being a British brand compared to All Saints. Topshops brand image is young and urban styled which constantly evolves catering to fashion trends compared to All Saints who have a constant edgy style. Though Topshop cater to a wide audience with varieties of styles, All Saints are trendsetters in fashion this differentiates the two.
UK Brand Map.
High Price
High Fashion
Low Fashion
Low Price
POSITIONING MAP.
All Saints main competitors in USA are very limited, competing alongside All saints are Theory, Forever 21 and Club Monaco. Theory sells men’s and women’s contemporary fashion clothing and accessories. The brand has simple, clean cut garments made of fine materials, similar to that of All Saints. Theory is a threat to All Saints as they have high levels of brand awareness in USA, which would attract more customers than a unknown new brand would. All Saints fill the gap of high fashion at mid to high prices, offering high quality whilst paying attention to details.
USA Brand Map.
High Price
High Fashion
Low Fashion
Low Price
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BRAND AUDIT.
Brand Overview.
POSITIONING STATEMENT.
Cultural, fashion and music combined into desirable clothing that fills the gap of high fashion at mid prices, expressing individuality and attitude.
Fig 11, 12.
BRAND OVERVIEW.
MISSION.
“To create a brand that blends music and fashion into a potent formula of desirable clothing that expresses individuality and attitude” (3)
ESSENCE.
Attitude. Confidence. Individuality. (4)
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BRAND AUDIT.
Consumer Segmentation. Geographics:
Home: Apartment with family, friends or siblings in vibrant city. Prefer urban environment to rural.
Demographics:
Age: 18-35 Gender: Predominately Female Middle to Upper Class Status. Occupation: All fields.
Psychographics:
Personality: Outgoing, Sociable, Unique, Energetic. Lifestyle: Student, Young professional.
Behavioural:
Amount of purchases/month: 1-2 Brand loyal to an extent. Satisfied with products.
Fig 13, 14, 15, 16, 17, 18, 19.
CONSUMER SEGMENTATION.
Pen Portrait.
Meet Vanessa, a 23 year old fashion graduate in Manchester, living in a flat with two friends. She doesn’t listen to mainstream pop instead discovering unknown rock and indie artists. She is fashion forward and spends her disposable income for, quality garments that will last in her wardrobe. Vanessa enjoys gigs and festivals with her friends. Along with All Saints Vanessa enjoys shopping at Zara, Urban outfitters and Vintage stores.
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BRAND PLATFORM.
BrandValues. We show up with Quality and Value All Saints clothes are at the best quality possible for our customers. All Saints offer great value for your money. We act and lead with Fun. Finding happiness has a lot to do with relationships, both in business and personal. This includes perspective and balance, which means All Saints, insist on having fun. We work with Trust and Passion. All Saints offer trust to customers and are loyal to our word – always keep promises. All Saints have great passion for products and customers.
Fig 20, 21, 22, 23, 24.
VALUES | PERSONALITY.
Personality. All Saints portray their personality through their unique window displays, industrial lighting and chic, edgy, hip clothing. - Different. - Distressed. - Edgy. - Romantic. - Dark. - Tough. - Rock and Roll.
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BRAND AUDIT.
Brand Health. Awareness
All Saints promote their brand by using online media. They could increase their awareness by using a wider source of advertisements.
Usage
All Saints target market. All Saints have high prices that may not be suitable for their target consumers. Even though the products are what the consumer’s need they may have to purchase from alternative cheaper retailers.
Perceptions
The perception of All Saints is often undesirable. All Saints advertisements are very limited to digital adverts. They are well praised for ensuring their products are ethically sourced.
Quantitative Data
Looking at some of the results from the online questionnaire there has been many findings: Looking at Appendix 5 the majority of people answering the survey online were aged 15-25 followed by 20-29 year olds. Appendix 4 shows that in the fashion market All Saints would not be one of the top retailers that consumers would consider buying clothes from. All Saints need to consider if they would want to lower the quality of their clothes and prices in order to compete with high street brands and supermarkets. Appendix 9 displays that the majority of consumers would associate All Saints as Expensive, Urban, Quality and Trend setting, All Saints may need to lower prices if they are known for being overpriced as Appendix 6 also shows that consumers are interested in the price range when they are introduced to a new brand.
Fig 25, 26.
BRAND HEALTH.
Qualitative Data
After conducting the face-to-face interviews there was many findings some of the responses we got showed the following: - All Saints has unique brand awareness. The customers that are aware of All Saints and their product recognize when they see it, even if it isn’t in the store. For example, All Saints is known for their unique and fabulous coats. “I own an All Saints coat and when I wear it, I get
multiple compliments and most people recognize that it is an All Saints coat.”
- “All Saints prices are high but for the quality of the products you are getting what you pay for, and that’s the best.” - “As All Saints provide unique statement pieces which no other brands provide this does make their products more appealing” - “All Saints could improve their advertisement as I haven’t seen many.”
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BRAND OPPORTUNITIES.
Swot Analysis. The SWOT Analysis (Appendix 15) demonstrates that there are a few key issues facing brand. All Saints have a lack of advertising in the media such as television adverts, however with the rise in social media this may not have a big effect on All Saints. The rise in prices and economical recession could lead to All Saints loosing consumers and prevent them from gaining potential consumers. A strategic challenge would be for All Saints to introduce a loyalty scheme or an event, this would be a great opportunity to develop into bigger markets, bringing a high status to reach a wider range of consumers.
Ansoff Matrix. Looking at the Ansoff Matrix (Appendix 16). Creating a loyalty scheme or a unique TV advertisement All Saints would fall within market development, this wouldn’t be a risk. All Saints need to diversify and develop in order to be innovative and keep consumers connected. The demand and desire for new products is always existing.
SWOT ANALYSIS | ANSOFF MATRIX.
Fig 27.
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MARKETING PLAN.
“
All Saints is all about word-of-mouth approval. It is not about being big and showy. (5)
”
ADVERTISING.
All Saints use social media to interact with consumers, they rely heavily on digital advertising, never having had a Television advert. The use media such as Facebook, Twitter, Youtube, Pinterest, and Instagram.
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MARKETING PLAN.
UK Marketing Strategy. The marketing plans for UK and USA objectives will be lined up, the strategy will be explained and the plan will be implemented taking all previous research into consideration. The main issue when evaluating the primary research conducted; firstly looking at Appendix 6 it can be seen that consumers look at the price range when first introduced to a brand and Appendix 9 and 11 show that All Saints consumers find the brand expensive, this is not good for All Saints as they do not want to lose customers due to pricing strategies, when the quality of their products are high. After considering the external and internal factors affecting All Saints the best strategy for All Saints in the UK to solve the main issue would be focused on building a loyalty program, creating loyalty schemes will create an enjoyable shopping experience and attract a wider audience. To keep ahead of All Saints competitors it is vital to think who the consumer is and how to keep them spending money. This strategic plan will make customers want to shop and interact with All Saints more over their competitors.
Objectives: Keeping the brand mission and where the brand is now in mind, these objectives will help keep All Saints grow through the fast pace of the fashion retail market.
Financial
- Increase in store sales by 20% within one to two years with loyalty schemes.
Marketing
-Increase brand and customer loyalty by 50%. -Make consumers more aware of brand and promotions by end of the year.
Fig 28.
UK MARKETING STATEGY.
Strategy. A new loyalty program will be developed offering value for customer loyalty. Where consumers receive targeted discounts, free goods or special services. There will be a card similar look to a gift card that can be scanned into the tills at the All Saints stores when purchases are made. Each time a purchase is made points will collect on the card. 1 point for every ÂŁ1 can be earned. Every 5 points earned customers can spend 50p in store. Alternatively save up 50 points and receive 50% off any item under ÂŁ75 or trade your 50 points for a lucky dip to win free All Saints goodies. Points can also be spent for online purchases.
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MARKETING PLAN.
Product, Place and Price
The new loyalty card will be launched in September 2014, available for free to pick up the card from an All Saint store for all consumers interested in getting their points started.
Promotion Video
When the program launches a video will be released showing consumers how the program works with a celebrity using the loyalty program, as the video continues the celebrity gains the benefits from the card.
Social Media
After the video releases on Youtube it will be spread on social media and emailed to existing All Saints customers. If users suggest the card to friends they will gain points. Here is an example of what the loyalty card will look like.
Fig 29, 30.
UK MARKETING STATEGY.
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MARKETING PLAN.
USA Marketing Strategy. Looking at All Saints in the USA and the research carried out the best strategy for All Saints in USA would be a travelling pop up store in the summer. This strategic plan will make customers in USA more aware of All Saints therefore increasing the brands sales. “British brands are exotic to the USA” (Coburn Communications)(6). This would be good for All Saints as they are a British brand it would separate them from the market.
Objectives.
Financial -Increase number of sales as the pop up store travels through the 6 weeks. Marketing -Increase brand awareness in the USA. -Get as many consumers to participate in the pop up store over 6 weeks.
Strategy.
A pop up store travelling Route 66 ending in LA takes place over 6 weeks. A shipping container would be held as the store itself, which would be easily transported. The container also reflects the grunge; rock and roll element of the brand so there would be no need to spend lots of money on décor as the atmosphere of the container will reflect that of the brand. In different states along the way, the store could feature at festivals, and have bands and DJs playing at the pop up events. All Saints social media will play a huge part of this, as consumers will be able to follow the tour and be kept up to date with all the events going on. This will create a buzz around the brand, especially on social media that would really increase brand awareness.
Fig 31.
USA MARKETING STATEGY.
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MARKETING PLAN.
Promotion
Social Media – To promote the pop up store. A promotional video will be released showing all the cities the pop up event will take place. Interactions will be encouraged on Instagram and Twitter such as the hashtag activity, AllSaintsRoute66.
#AllSaintsRoute66 Fig 32, 33, 34, 35, 36, 37, 38, 39.
USA MARKETING STATEGY.
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MARKETING PLAN.
Price
Products would be on offer through out the 6 weeks. This will increase customer loyalty by giving promotional offers of what consumers can expect from the brand, being high quality products.
Product
The pop up store would sell the same products as in store, womens wear, mens wear, accessories and footwear, also considering adding one of unique pieces.
Place
Along the Route 66, stopping at Illinoi, Missouri, Oklahoma and Kansas, Texas, New Mexico, Arizona, ending in California. The pop up store would be in a shipping container. “The US consumer is willing to pay more, depending on where they live for example cities� (Coburn Communications) this shows that each city should be picked out carefully.
People
The target consumer will remain the same, but target for a wider audience that buys US consumers into the British fashion.
USA MARKETING STATEGY.
Fig 40.
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Conclusion. The plan is to launch the loyalty program and pop up store by executing all of these promotional strategies. After the loyalty card and pop up store have launched and been completed in the UK and USA an implementation looking at how the sales have risen or fallen will be analysed. The results will be compared with the objectives for the strategies and conclude whether they adhere the aims. This is a great opportunity for All Saints to continue growing in the increasing competitive fashion market.
Fig 41.
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Refrences. (1) http://www.fashionreview.co.uk/all-saints-fashion/ (2) http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9891445/Fashion-revival-for-AllSaints. html (3) http://www.stylelogue.co.uk/fashion/all-saints-brand-profile/ (4) http://instagram.com/allsaintslive (5) http://www.theguardian.com/business/2010/jun/11/allsaints-spitalfields-store-new-york (6) Coburn Communications. (7) http://retailthinktank.co.uk/white-papers/how-will-the-rise-in-vat-affect-the-uk-retail-sector (8) http://www.huffingtonpost.co.uk/2013/02/15/uk-retailers-have-lost-23bn-since-the-start-ofrecession_n_2694916.html (9) http://www.parliament.uk/business/publications/research/briefing-papers/SN05871/youth-unemploymentstatistics (10) http://www.bbc.co.uk/news/10604117 (11) http://health.usnews.com/health-news/health-wellness/articles/2014/05/28/america-tops-list-of-10-mostobese-countries (12) eMarketer (13) https://econsultancy.com/blog/7960-45-of-consumers-prefer-shopping-for-clothes-online#i.1yb8dis7cmf1zq (14) http://www.businessinsider.com/15-billion-smartphones-in-the-world-22013-2
Bibliography. BOOKS. Dibbs, S. Simkin, L. Pride, W. & Ferrell, O. (2006), Marketing: Concepts and Strategies, London: Houghton Miffin. Evans, Martin J (2009). Consumer beheaviour. Chichester: John Wiley. Aaker, A. David (2010). Building Strong Brands. London: Pocket books. Rise, A. Trout, J (2001). Positioning: The Battle for your Mind. McGraw-Hill. Moore, G., (2012) Fashion promotion: building a brand through marketing and communication. Lausanne. AVA Jackson, T and Shaw, D., (2009) Mastering Fashion Marketing. Basingstoke. Palgrave Macmillan. ARTICLES. Berman, B., 2006. Developing an Effective Customer Loyalty Program. ADDITIONAL SOURCES. Ebrahimi, H., 2013. Fashion revival for All Saints [Online]. Available at: http://www.telegraph.co.uk/finance/ newsbysector/retailandconsumer/9891445/Fashion-revival-for-AllSaints.html [accessed 19th May 2014]. Faulkner. R., 2013. Six month decline at All Saints [Online]. Available at: http://www.drapersonline.com/news/ multiples/exclusive-sales-suffer-six-month-decline-at-all-saints/5045779.article#.U4_94RYfnwI [accessed 19th May 2014]. Finch, J., 2010. All Saints go marching in [Online]. Available at: http://www.theguardian.com/business/2010/ jun/11/allsaints-spitalfields-store-new-york [accessed 20th May 2014]. All Saints., 2013 [Online] Available at: www.allsaints.com [accessed 20th May 2014]. The Guardian., 2011 [Online] Available at: http://www.theguardian.com/business/2011/apr/28/allsaints-lastminute-rescue-deal [accessed 19th May 2014]. Wachman, R., 2011 [Online] Available at: http://www.theguardian.com/business/2011/apr/26/jon-moultonbids-for-allsaints [accessed 20th May 2014]. Kollewe, J, 2011 [Online] Available at: http://www.theguardian.com/business/2011/apr/22/all-saints-craig-promises-sale-deal [accessed 20th May 2014]. Chapman, L,. 2011 [Online] Available at: http://www.blastfashion.com/fashion-news/536_the-future-of-allsaintslooks-bright/ [accessed 19th May 2014]. The Star. 2008 [Online] Available at: http://www.thestar.co.uk/features/rock-star-chic-with-all-saints-1-234628 [accessed 20th May 2014]. Fashion Review. 2011 [Online] Available at: http://www.fashionreview.co.uk/all-saints-fashion/ [accessed 19th May 2014].
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Appendix
Appendix 1.
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Appendix 2.
Consent Form I, the undersigned, confirm that (please tick box as appropriate): Participant: Name of Participant Signature Date Researcher: Name of Participant
Signature
Date
1. I have been given the opportunity to ask questions about the project and my participation. 2. I voluntarily agree to participate in the project. 3. I understand I can withdraw at any time without giving reasons and that I will not be penalised for withdrawing nor will I be questioned on why I have withdrawn. 4. The procedures regarding confidentiality have been clearly explained (e.g. use of names, pseudonyms, anonymisation of data, etc.) to me. 5. If applicable, separate terms of consent for interviews, audio, video or other forms of data collection have been explained and provided to me. 6. The use of the data in research, publications, sharing and archiving has been explained to me. 7. I understand that other researchers will have access to this data only if they agree to preserve the confidentiality of the data and if they agree to the terms I have specified in this form. 8. I, along with the Researcher, agree to sign and date this informed consent form.
o o o o o o o o
Appendix 3. All Saints Face to Face interview. We are Fashion Marketing and Branding Students who want to find out your opinions on All Saints. This interview will involve asking 6 questions which we will like you to respond honestly and in-‐depth. 1. Have you purchased All Saints products? If so what type of products? 2. What do you think of All Saints prices for the quality of their products? 3. Does the pricing of the products have an impact on your purchases? 4. Does the fact that All Saints are trendsetters in fashion retail make their products more appealing to you and more appealing than other brands? 5. What is your opinion on All Saints in store and online promotions/sales? 6. What would you say is All Saints unique selling point? 7. Are there any improvements you think the brand could make?
Appendix 4.
Appendix 5.
48
Appendix 6.
Appendix 7.
Appendix 8.
50
Appendix 9.
Appendix 10,
Appendix 11.
Appendix 12.
Appendix 13.
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Appendix 14. PEST Analysis. Political
Issue. -‐ VAT rises. -‐ Debt Crisis
Economical
-‐ Recession -‐ Rise of youth unemployment.
Social
-‐ Rise in Obesity. -‐ Increase in Social Networking.
Impact on Market. -‐ ‘Rise in VAT to 20% in January 2011 is welcome news for the retail sector’ (7) this will make a change to disposable income of consumers during the economic climate. -‐Consumers have to pay more taxes; this reduces disposable income, causing less people to spend on indulgence. -‐ There has been an impact on the market that resulted in consumers to have less income and made them more aware of spending habits. “The cost of the recession to Britain's retailers has been calculated as a whopping £23 billion since the start of the recession.” (8) -‐According to Parliament, “unemployment rate for 16-‐24 year olds was 19% down 1% from the previous quarter and down 1.7% from the previous year.” (9) BBC New then claims ‘Youth unemployment has been hit the hardest, among those aged 16-‐24 increased by 15,000 to reach 973,000.’(10) -‐The total percentage of Obese adults in America is 32.8% with a 13% increase since 2010 (11). In order to attract more consumers brands would need to consider products ranges to suit more US consumers that sell sizes bigger than UK 14/US 10. -‐“At least half of Twitter and Facebook users said they had become more likely to talk about recommend or purchase a company’s products after they
Social
Technological
-‐ Rise in Obesity. -‐ Increase in Social Networking.
-‐The total percentage of Obese adults in America is 32.8% with a 13% increase since 2010 (11). In order to attract more consumers brands would need to consider products ranges to suit more US consumers that sell sizes bigger than UK 14/US 10. -‐“At least half of Twitter and Facebook users said they had become more likely to talk about recommend or purchase a company’s products after they began following the company on social media” (12). In the business world this is used as a marketing technique, creating an online community. -‐ Growth of Online Shopping. -‐ According to Econsultancy, -‐ Mobile technology. ‘45% of consumers prefer shopping for clothes online.’ (13) -‐Advances in online shopping improve fuctionality and allow brands to offer exclusive products, giving the brand access to gain new customers. -‐ Business Insider claims there were about 1.5 billion smartphone users at the end of 2013. (14) -‐ Mobile phones are constantly being used with app and software evolving. Mobile technology keeps consumers connected, increasing brand awareness and sales.
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Appendix 15: SWOT Analysis. Strengths -‐Fashion Leaders. -‐Strong brand recognition. -‐Feature live bands on their websites. -‐Digitally run brand, no poster or TV adverts focusing on social networking. -‐Products available online. Opportunities -‐Collaborations with musicians. -‐Online presences growing to attract consumers create more digital advertisements. -‐Branch out with a TV ad using unique short fashion films. -‐Looking at the recession (Appendix 14) All Saints highlight the quality and durability of the fabrics they use for their products, which can attract consumers.
Weaknesses -‐ Digital promotion limits audience. -‐ Limited brand range. -‐ Rock and Roll themed store. -‐ Price ranges -‐ Target consumers affected by economic changes. Threats -‐Cost of products rising. -‐ Looking at PEST (Appendix 14) The current global economy, will lead to consumers spending less. -‐ The VAT rises will not help the brand, as their price range is already high. -‐All Saints competitors. -‐Previous Bankruptcy.
Appendix 16: ANSOFF Matrix. Existing Markets
New Markets
Existing Products -‐Increase All Saints adverts by Television and Social Media. -‐Use a range of competitive pricing strategies for example pop up stores. -‐Introducing loyalty schemes to keep existing customers. -‐Different pricing policies to attract new consumers. -‐Customer loyalty improvement, take existing customers online and add value to existing products. -‐ Mobile app, allowing customers to buy products that have been seen on celebrities.
New Products -‐Develop new products for example -‐Improve footwear as primary research in Appendix 6 shows that consumers were unaware or would not purchase All Saints footwear. -‐New market segment of a lingerie line with advertisements and promotion. -‐ Haberdashery, including high quality British materials that All Saints use.
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Illustrations.
Fig. 1. Cover Image (2012) by Alpines [Online] Available at: http://alpinesmusic.blogspot.co.uk/2012/10/alpinesall-saints.html accessed 20th May 2014. Fig. 2. All Saints Logo (2000) by All Saints [Online] Available at: http://sophieeggleton.blogspot.co.uk/2012/04/ all-saints-aw-press-day.html accessed 20th May 2014. Fig. 3. B&W All Saint Lady advert (2010) by Deborah Mclean [Online] Available at:http://busybeingfabulous. typepad.com/.a/6a00e5506563008834012876b685c4970c-pi accessed 20th May 2014. Fig. 4. All Saints Seattle Store (2012) by Girvin [Online] Available at: http://s-oglesby0912fmp.blogspot. co.uk/2012/02/all-saints-brand-httpwwwgirvincomblogp5.html accessed 21st May 2014. Fig. 5. All Saints 2014 Look book (2014) by All Saints [Online] Available at: http://www.wwd.com/images/processed/Collections/2014/womens-spring-rtw/new-york/allsaints/portrait/00-main/allsaints-06.jpg accessed 21st May 2014. Fig. 6. All Saints 2014 Look book (2014) by All Saints [Online] Available at: http://media3.onsugar.com/ files/2014/02/12/807/n/1922564/fdbc7124955379d3_ALLSAINTS_AW14_WW_13.jpg.xxxlarge/i/AllSaintsFall-2014.jpg accessed 21st May 2014. Fig. 7. B&W Man and Lady advert (2010) by Deborah Mclean [Online] Available at: http://busybeingfabulous. typepad.com/busy_being_fabulous/2010/01/all-saintsstunning-store-on-roberson-blvd-la.html accessed 20th May 2014. Fig. 8. Table seating (2012) by Anne Cassidy [Online] Available at: http://www.campaignlive.co.uk/news/1148689/ accessed 21st May 2014. Fig. 9. All Saints Market (2014) by CNN [Online] Available at: http://money.cnn.com/data/markets/ accessed 23rh May 2014. Fig. 10. General Market stocks (2014) by CNN [Online] Available at: http://money.cnn.com/data/markets/ accessed 23rh May 2014. Fig. 11. B&W Fashion advert Lady (2013) by The Essentialist [Online] Available at: http://theessentialist.blogspot.co.uk/2013/11/all-saints-ad-campaign-fallwinter.html accessed 20th May 2014. Fig. 12. B&W Advert Portrait (2013) by The Essentialist [Online] Available at: http://theessentialist.blogspot. co.uk/2013/11/all-saints-ad-campaign-fallwinter.html accessed 20th May 2014. Fig. 13. All Saints Group Advert (2014) by Kildare Village [Online] Available at: http://www.kildarevillage.com/ en/brands/item/all-saints accessed 23rd May 2014. Fig. 14. Mini Cooper (2014) by Jean [Online] Available at: http://blog.auto-selection.com/wp-content/uploads/2014/01/mini-cooper.jpg accessed 20th May 2014 Fig. 15. All Saints Look book Model (2012) by All Saints [Online] Available at: http://submag.co.uk/wp-content/ uploads/2012/09/all-saints-girls-03.png accessed 20th May 2014.
Fig. 16. Rolling Stone Tongue (2014) by Jonathan Martz [Online] Available at: http://www.wallsave.com/ wallpapers/1024x768/rock-n-roll/77313/rock-n-roll-famosas-del-agosto-px-free-77313.jpg accessed on 21st May 2014. Fig. 17. Urban Outfitters Logo (2013) by Urban Outfitters [Online] Available at: http://robinevelyncarroll.files. wordpress.com/2013/02/2.png accessed on 20th May 2014. Fig. 18. Festival (2009) by Thomas Green [Online] Available at: http://i.telegraph.co.uk/multimedia/archive/01386/ festival1_1386566c.jpg accessed 21st May 2014. Fig. 19. Cocktails (2013) by Del Alma [Online] Available at: http://delalmarestaurant.com/wordpress/wp-content/uploads/2011/05/new-cocktails-052011.jpg accessed on 21st May 2014. Fig. 20. Man and Women Advert (2013) by Tcsos [Online] Available at: http://tcsos.files.wordpress.com/2012/01/ all-saints.jpg?w=500&h=344 accessed on 20th May 2014. Fig. 21. Edgy couple (1969) by FreeRangeMom [Online] Available at: http://www.reallifeweddings.com/photographers/steven/photos/stripes.jpg accessed on 21st May 2014 Fig. 22. Pinky promise (2011) by iBob [Online] Available at: http://2.bp.blogspot.com/-UUWaTyHcdN0/Te3L2At8MlI/AAAAAAAAAs0/WdI-KOgyLb8/s1600/romantic-love.jpg accessed on 21st May 2014. Fig. 23. Tough body (2013) by Chris Shugart [Online] Available at: http://www.t-nation.com/system/publishing/ articles/10000200/original/Are-You-Tough.jpg?1379623356 accessed on 21st May 2014. Fig. 24. Led Zepplin (2000) by Melanie Gow [Online] Available at: http://www.glowmagazine.me/wp-content/ uploads/2012/05/led-zeppelin-rock-and-roll-3046635-1024-768.jpg accessed on 21st May 2014. Fig. 25, 26. Mens Look book (2012) by All Saints [Online] Available at: http://www.fashionbeans.com/2012/ allsaints-a-2012-mens-lookbook/ accessed on 20th May 2014. Fig. 27. Girl and Boy B&W (2012) by Marli [Online] Available at: http://followtheswallow.co.za/wp-content/ uploads/2012/02/not_for_sale_couple.jpg accessed 19th May 2014. Fig. 28. Womens Inner (2008) by Cartel Agency [Online] Available at: http://blog.cartelagency.com/wp-content/ uploads/2008/08/background-womens-inner.jpg accessed 19th May 2014. Fig. 29. Loyalty Card (2008) by FashionChick [Online] Available at: http://www.fashionchicks.co.uk/wp-content/ uploads/fashionchicks.co.uk/2008/12/allsaints.jpg accessed on 24th May 2014. Fig. 30. Bikini Advert (2011) by Simon [Online] Available at: http://www.simonsonghurst.co.uk/wp-content/ uploads/2011/04/Simon-Sonnghurst-All-Saints-2.jpg accessed on 24th May 2014. Fig. 31. All Saints AW (2008) by Dalje [Online] Available at: http://dalje.com/slike/slike_3/r1/g2008/m10/ x31184704327564730_9.jpg accessed on 20th May 2014. Fig. 32. Katy Perry (2010) by Glamour [Online] Available at: http://www.glamourmagazine.co.uk/fashion/celebrity-fashion/2010/09/celebrities-in-high-street-clothes#!image-number=101 accessed on 20th May 2014. Fig. 33. Pop up Store (2000) by Drog [Online] Available at: http://studio.droog.com/contents/stores/multibox/ pop_up_store_brussels_2007_04.jpg accessed 19th May 2014.
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Fig. 34. Band (2001) by The Modern Day [Online] Available at: http://www.alivenetwork.com/images/bands/ TheModernWay-Rock-Pop-Band-East-Sussex-1-Profile.jpg accessed 20th May 2014. Fig. 35. Storage Container (2014) by Specialised Transport [Online] Available at: http://hughesspecialisedtransport.co.uk/img/north-wales-storage-container-on-lorry.jpg accessed 20th May 2014. Fig. 36. Sandra Bullock (2012) by Celebrity Street [Online] Available at: http://www.x17online.com/gallery/galleries/2012/12/sandra_leather_X17/full/sbullock121712_01.jpg accessed 20th May 2014. Fig. 37. Route 66 (2002) by Camping Guide [Online] Available at: http://www.tips-for-camping.com/images/ HL_00113_Route66.jpg accessed 21st May 2014. Fig. 38. Social Media (2005) by Like [Online] Available at: http://boldandfierce.com/wp-content/uploads/2013/09/ social-media.jpg accessed 21st May 2014. Fig. 39. Saints (2012) by Hollywood Chicago [Online] Available at: http://www.hollywoodchicago.com/sites/ default/files/boondocksaints2.jpg accessed 20th May 2014. Fig. 40. All Saints Portraits (2014) by All Saints [Online] Available at: http://images.allsaints.com/downloads/Image/Biker-Portraits-3.jpg accessed 19th May 2014. Fig. 41. All Saints Clothing (2014) by Because [Online] Available at: http://www.becauseclothing.com/wp-content/uploads/2011/12/All-Saints-Clothing.jpg accessed 24th May 2014. Fig. 42. Back Cover Skulls (2010) by Deborah Mclean [Online] Available at:http://busybeingfabulous.typepad.co m/.a/6a00e5506563008834012876b685c4970c-pi accessed 20th May 2014.
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