Marketing Mix Report Alexander McQueen and Urban Outfitters
Figure 1: Deconstructed McQueen Dress
Figure 2: Black UO Dress
Phoebe Holden - 201147412
Contents 1. Abstract 2. Introduction i) Brands and Product ii) Marketing Mix 3. Methodology 4. Brand 1: Alexander McQueen
i) Product ii) Price iii) Place
iv) Promotion Word Count: 2996 Figure 3: Organza Rose and Gingham McQueen Dress
Contents 5.
Brand 2: Urban Outfitters i) Product ii) Price iii) Place iv) Promotion
6. SWOT and PESTEL analysis 7.
Discussion
8. Conclusion 9. Reference List 10. Figures
11. Appendixes Figure 4: UO Rooftop Model
3
Abstract
The objective of this report was to explore the justification behind the pricing tactics of two brands at contrasting market levels high street and couture. By conducting primary and secondary research I discovered the key strategic differences in their marketing mix that influenced their pricing. To evidence my findings I examined each retailer’s take on a Little Black Dress, noting key differences and similarities in terms of product, price, place, and promotion. I will explain and compare these two dresses within this report, emphasizing how they reflect their brands marketing mix.
Figure 5: UO Promotion in Desert
The following report has been constructed to present my discoveries following an investigation into the pricing strategies of Urban Outfitters and Alexander McQueen. I have analysed and interpreted how the product, place, and promotion affect cost, using a similar item from by both retailers as a moderator.
Figure 6: Coco Rocha
Brands and Product Alexander McQueen is a high-end, luxury label, producing theatrical, unique garments and accessories. Urban Outfitters is an edgy high street brand offering a clothes, accessories and homeware from multiple brands and its own collection.
The Little Black Dress is simple, timeless, and one of the most versatile pieces of clothing in existence. Popularised by Coco Chanel, it is a classic staple produced in all levels of fashion. By exploring how brands from separate market levels create and promote this product I will discover how their differences justify their prices.
Figure 6: Coco Chanel’s original LBD
Introduction
Introduction
Marketing Mix Marketing has multiple definitions, yet broadly speaking it is the activities and processes used for the creation, communication, delivery, and exchange of commodities that provide value for consumers and society (AMA, 2013). Thus, marketing is the channel between a business or brand and its consumers, be them existing or potential. The marketing mix allows us to construct or deconstruct strategies used to market products, and are labelled the 4Ps; Product, Price, Place and Promotion.
Price is the monetary value of the product as agreed upon by the retailer and purchaser. Price often indicates other factors, such as quality and market positioning, informing consumers preconceived expectations and standards. Businesses calculate pricing dependent on how much profit they intend to make, as this is the only factor that generates revenue. When a price is determined by a business, all aspects of the product, place, and promotion must reflect the standard established by price. (CIM, 2015)
A Product can be defined as anything within a marketplace that satisfies a consumer’s want or need for attention, acquisition, use or consumption, and can be tangible or intangible (Kotler et al, 2005, p539). Describing a product encompasses the specific details by which it is defined; referring in fashion terms to the “design, style, fit, sizing, quality, fashion level [and] performance and function� (Posner, 2011).
Figure 7: UO visits Paris Blog Image
Promotion is the communication line between brands and consumers, be it through “advertising, sales promotion, public relations, personal selling or direct marketing� (Posner, 2011). Utilizing all these promotional tools allows a brand to promote their products and identity, helping them to gain new consumers and keep current ones loyal.
Place encompasses everywhere and anywhere a product can be purchased, ensuring its accessibility to target consumers. All factors must be considered carefully, including distribution channels, product positioning online and in-store, and delivery. This applies to brick-andmortar retail stores and e-commerce, ensuring that products are available to consumers. (CIM, 2015)
Figure 8: AM Paris Photoshoot Set Up
Methodology In order to substantiate my report I collected a variety of primary and secondary research for both qualitative and quantitative data, widening the scope of my research.
Primary Research In-Store Visit: Physically discovering the features of each dress was essential to attaining a complex understanding; certain features such as fabric, texture, and weight cannot be comprehended through secondary sources. I observed the environment of each dress and tried them on to discover their comfort, cut and fit. Documenting my research with photographs and notes allowed for correct recollection of the dresses and their environments. Visiting brick and mortar retail enabled me to collect data on all the 4Ps, and specific information such as weight and thickness of material could only be collected from physically visiting the store. Survey: The main purpose of this survey was to gather consumer opinions on both dresses, such as which appeared more expensive. I also used the opportunity to gather some opinions on Alexander McQueen, as I had researched Urban Outfitters for a previous project and already had a lot of consumer opinions, views, and statistics.
Figure 9: McQueen Hand Embroidery Promotion
Secondary Research I collected data on both brands through a variety of secondary sources, the majority of which took place on their own websites and social media as this is approved by the brand, allowing me to evaluate the image they want consumers to see. I gathered wider quantitative and qualitative statistics and opinions through various websites and articles.
Figure 10: UO Artist Editions Collection Promotion
Figure 11: AM Photoshoot
Alexander McQueen
Off The Shoulder Mini Knit Dress Alexander McQueen is a high-end luxury brand with a reputation for their dramatic and shocking collections, with the late McQueen himself saying "I just use things that people want to hide in their head. Things about war, religion, sex� (i-D Magazine, 2015).
Figure 13: Modelling AM Figure 12: Beads from Atilier Promotion
dress (original image)
Off-shoulder
Scalloped edges
Material: 77% Viscose, 16% Polyamide, 5% Polyester and 2% Elastane Embossed roses on the hemline Side seam zip
Full skirt
Figure 15: Hemline Roses (original image) Figure 14: McQueen LBD
Product Available in sizes UK 6-20, this off-shoulder dress has three-quarter sleeves and a full skirt ending just above the knee. The hemline features embossed roses and scalloped edges. Examining the dress first-hand revealed the thick, heavy material, allowing the shape to hold without support while the knitted fabric is soft and comfortable. The cut of the dress enhances female curves, suiting almost any figure. It is evident all commodities are created with consumers in mind, all its features adding value. I found over 62% of people said the Alexander McQueen dress looked better quality than Urban Outfitters’ version, and 76.27% of people thought it looked more expensive. Whilst luxury goods are higher quality, this shows how brands use pricing to communicate value. Figure 16: AM helicopter dress
Price The SS18 McQueen dress collection retails between £995-£8290 (McQueen, 2018). This dress is £1745, placing it at the higher end of entry-level pricing, explained by the simplicity of the dress in comparison to others. Alexander McQueen employs a customer value-based premium pricing strategy, valuing and marketing their products as luxury to keep their upscale brand identity and attract affluent consumers. These consumers are less price-sensitive, yet the entry-level price point of this dress allows lessaffluent consumers to purchase to buy into the idea of luxury, fulfilling self-actualization. Although the market is smaller, the high price offsets the less dresses purchased.
Figure 17: Exploded Florals Promotion
Place Alexander McQueen has global reach, their online website offering complimentary shipping to countries on almost every continent. Featuring all current products, the website has a luxury feel and greyscale theme. With a few stores in fashion capitals internationally and concession stands in Harvey Nichols, they remain exclusive. Their store aesthetic is modern, luxurious, and sleek, yet their concession was more crowded due to the restricted space. The limited stores enhance the exclusive aura, increasing desirability, yet the online shop allows for global market penetration.
Figure 18: AM Concession (original image)
Figure 19: AM Flagship Store
Promotion As a luxury brand, Alexander McQueen doesn’t generate much promotional material; advertising spaces in magazines accompanied by positive articles are their main tool. These feature campaigns that capture the seasonal inspiration, which can also be found on their website. Their website Client Service allows customers to access FAQs, contact the company, and use aftersales and repairs services. Product pages hold descriptions, outfit suggestions, size guides, and opportunities to reserve items in-store, adding a personal touch and making the customer believe they are cared for. In this digital age, social media is a key communication line between businesses and consumers. Alexander McQueen utilises this by posting images of quality couture, consistently reinstating their luxury status. [see figure 20] Alexander McQueen’s promotional strategy is less focused on advertising, and more on upholding their reputation, allowing them to charge premium prices.
Figure 20: AW17 Campaign
Urban Outfitters Figure 21: UO Dress Promotion
Maria Short Sleeve Ponte Mini Dress A high street lifestyle brand, Urban Outfitters offers a combination of their own and other brands products. They describe their women’s collection as a “destination for customers who define their own sense of style” (URBN, 2018), ironic as Urban Outfitters define their style themselves.
Figure 23:
Wearing UO Dress (original Figure 22: UO Bedding Promotion
image)
Square V-neckline
Figure 24: UO
Black Dress
V-shaped back
Short sleeves
Seam at waistline
Material: 65% Rayon, 31% Nylon, 4% Spandex
Floaty, flared skirt Lining: 92% Nylon, 8% Spandex Mini length
Product Featuring a square V-neck with short sleeves, V-shaped back, and floaty, flared skirt in a mini length, this black dress is available in sizes UK 6-18. Examining this dress revealed the quality was significantly lower than Alexander McQueen’s, the fabric thinner and bunching around the waist, validating the cheaper price. Despite this, the dress was soft and comfortable. While stretchy to accommodate different figures, it would most likely suit slimmer people better. This explains the lower price in relation to the McQueen dress, which I believe would suit the majority. Figure 25: UO New Dress Promotion
Figure 26: Sale Promotion
Price Urban Outfitters uses customer value pricing, tending to be more expensive than competitors like Topshop, yet considers competitionbased pricing through deals and discounts. This dress retailed at £12, reduced from £42, which was originally an entry level price as in May 2018 full priced Urban Outfitters dresses were valued between £22-£550 (UO, 2018). By reducing their products, the brand appeals to their target customer because millennials are eager to shop a bargain, with 72% searching for coupons before making an online purchase (Kestenbaum, 2017).
Place Urban Outfitters has over 200 stores across America, Canada, and Europe, making them accessible to the Western market. Describing their stores as “experiential retail environments� (URBN, 2018), their shops contain interactive features such as photo booths and generate a creative community aesthetic. Building upon this, Urban Outfitters created numerous retail spaces housing events, dining, art and music (URBN, 2018), showing more customer consideration than cheaper high-street retailers. Their website and app hold the same creative aesthetic as their brick and mortar stores, and they ensure global reach by shipping to almost every continent. This accessibility is another element which mirrors Urban Outfitters high street pricing, actively making themselves available to the public.
Figure 27: UO Store Photobooth (original image) Figure 28: Pool Float Promotion
Being a high street brand, Urban Outfitters consistently promotes itself to combat the competition. One way they do this is through deals, competitions, and their rewards scheme. Large-scale marketing campaigns, predominantly through social media, are produced whenever there are sales or discounts. These promotional methods are reflective of their prices, as luxury retailers use discreet outlets rather than sales to remove old stock. Social media engages potential and current consumers, and Urban Outfitters frequently posts to advertise the brand. A dedicated customer service twitter is also available to provide consumers with faster help.
“We tend to target young people who have a bit more disposable income […] they have quite a strong sense of style” (Megan, Staff Interview)
Figure 29: UO Blog
Figure 30: UO 40% off Promo
Promotion
Their website is also a strong promotional tool, containing customer service and a blog providing styling and lifestyle tips. Product pages contain reviews, information, and images of outfit suggestions; over 81% of people preferred Urban Outfitters’ photo predominantly because of the styling. These tools convince the consumer that Urban Outfitters is trustworthy and relatable to the high street consumer. Only 10.17% of people surveyed shop at Alexander McQueen, therefore it can be assumed primarily high street consumers responded. 68.97% preferred Urban Outfitters as a brand, proving their promotional tactics targeting these customers work. Figure 31: 90s Cameras UO sell to fit creative vibe (background)
Analysis of the current climate in the industry in relation to various factors.
PESTEL
Political
Economic
Sociocultural
Brexit is causing political uncertainty, with the future of Britain being unpredictable companies are unsure whether to keep or remove their businesses from the UK.
The National Living Wage increases with inflation. In April 2018 it rose to £7.83 from £7.50 for people aged 25 and over (Gov.uk, 2018). Companies paying staff more results in increasing service and product cost to maintain or increase profit margin.
Trends constantly change in the fashion industry; retailers must calculate which to follow to keep maximise profits.
Large companies are legally required to produce a gender pay gap report, which could lead to protests and boycotts of brands with large pay gaps.
The rise of the millennial market is giving way to consumers who care less about things and more about experiences. Fashion brands who sell ‘things’ must evolve to encompass experiences to appeal to this customer.
Technological Environmental legal Technology advances affects not only websites, but the shopping environment. Virtual mirrors and AR technology are being developed, reinterpreting the experience economy and increasing competition. Social media and data harvesting affect the way people shop, and this relatively new way of marketing is still being understood and developed by brands.
The fashion industry has a major impact on the environment, and customers are calling for transparency. Failure to do this could potentially affect consumer spending habits through distrust.
Fashion companies must uphold the legal rights of their workers and consumers, not doing so could lead to law suits, loss of money or even loss of the business. Legality also extends to copyright laws. Larger companies are occasionally sued for selling products with severe resemblance to smaller companies, causing a loss of trust.
SWOT
Strengths
Weaknesses
Opportunities
Alexander McQueen
Urban Outfitters
Strong brand identity and recognition
Strong brand identity and recognition
Luxury identity consistent through marketing mix
In-store experiences alleviate shopping
High quality products
Deals/discounts attract consumers
Few brick and mortar stores
Product quality occasionally lacking
Product photographs rigid and less styled Not adapted to the experience economy
Reliant on other brands to subsidise collections
Separate outlet website to maximise profit (segregated from current collections)
Expanding creative events in and out of store
More relaxed and styled product photographs
Opening stores in Asia, Oceania, and Africa
In-store experiences
Plus-size range
Wide product range
Premium collection
threats
Affordable fast fashion retailers copying designs Millennial consumers caring less about labels
Controversial, culturally insensitive clothing opens them to criticism (see appendix H) Competitors or value market offering similar clothes at less cost
The results of this research highlight how brands in different market levels respond to the marketing mix, and how this influences their pricing strategy. Comparing these results allows for a comprehensive strategic understanding of marketing mix applications in different fashion levels.
Product:
The physical products for each brand were extremely different. In terms of
tailoring, the Alexander McQueen dress had a stronger structure that held its shape due to the high-quality material, whereas the Urban Outfitters one used cheaper, thin material. It was clear Alexander McQueen created this with its market in mind; details such as the embossed roses, and the shape suiting nearly every figure increasing its quality and price. This opposes the Urban Outfitters one which seemed to suit only slimmer figures, showing that the differences in quality align with their price differences.
Price: Both entry-level prices for their respective brands, the simplicity of these dresses seem to make them cheaper than other options, however the Urban Outfitters dress was reduced to over 70% off the original price. Both brands appear to use a customer-value-based pricing strategy, which relates to consumers perception of the brand and product, with Urban Outfitters also considering competition-based pricing due to its high street opponents.
Place: Shipping internationally, both brands have strong websites and global reach. However, whilst Urban Outfitters has over 200 stores across the West, Alexander McQueen has fewer stores only in fashion capitals. This contrasting approach appeals to their different target markets; Urban Outfitter’s Western consumers have numerous accessible stores, whereas McQueen’s luxury consumers can access the few exclusive stores. McQueen does have concessions in Harvey Nichols, yet don’t actively promote these to keep their elite aura. Their stores are decorated impeccably, producing a high-class sales experience relative to the price, conflicting with Urban Outfitters creative, interactive retail environments that reflect their middle class millennial market.
Discussion Figure 32: McQueen Contour Stitching Promotion
Promotion:
Approaches to promotion are contrasting, with Alexander
McQueen advertising rarely and Urban Outfitters constantly, but McQueen does advertise in fashion magazines who also praise them. Both brands use social media to communicate their aesthetic and upcoming collections, adopting different approaches to match their identity. Urban Outfitters advertises discounts and competitions through social media, saving their customers money and demonstrating their competition-influenced pricing. This contrasts McQueen products, which are never on sale, instead sent to outlets separate from the website and flagship stores. They both use their website as a promotional tool, offering customer service, product information, outfit recommendations and more to aid consumers. Alexander McQueen also offers aftersales and repairs services, showcasing their luxury status and adding value which raises them above the price of middle-market retailers.
Recommendations: Expanding upon my SWOT analysis, I recommend Alexander McQueen develop in-store experiences. Projects like the Prada Epicentre prove luxury brands can evolve into the experience economy, and McQueen would benefit by attracting new clients. Furthermore, McQueen product photographs hide models faces and seem rigid, and most people surveyed preferred the Urban Outfitters image. By styling their photographs and showing faces, McQueen would increase purchases with relatable yet luxury imagery. While McQueen’s pricing strategy reflects their marketing mix, I recommend creating a separate outlet website allowing them to steadily decrease prices of old collections to maximise profit. It is crucial to keep this segregated from the main website and not widely market this, as these actions would severely lower the brands image. An opportunity Urban Outfitters would benefit from is opening stores in Asia, Oceania and Africa. Their website already ships here, thus there must be a market for their products. Creating a plussize range would increase their market reach by appearing more accessible, which can only be beneficial for high-street retailers who need to maximise on sales. Furthermore, a premium collection would allow Urban Outfitters to justify its more expensive items, branding them as better quality and increasing desirability. This would increase sales and attract consumers with more spending power. Figure 33: McQueen Flower Stitching Promotion
Conclusion Analysing each brands marketing mix in relation to their pricing strategies has emphasised their strengths and weaknesses, and proved how although in different tiers, they would both benefit from observing one another’s strategies. The key recommendation for Alexander McQueen is updating their promotional strategy to coincide with the experience economy. For Urban Outfitters, considering a premium collection would justify their more expensive products, and they should employ some of McQueen’s strategies to approach luxury marketing. Despite finding relevant results, my research was limited by numerous factors such as being unable to visit a flagship McQueen store, surveys being taken by different groups, and the survey reaching only middlemarket consumers. For future research, it would be advisable to combat these issues, as well as researching numerous products for each brand to attain a more thorough comprehension of their pricing strategies.
Figure 35/36: Figure 34: UO Bedroom Design Promo
Dresses
References American Marketing Association. 2013. About AMA: Definition of Marketing. [Online]. [Accessed 30/04/18]. Available: https://www.ama.org/AboutAMA/Pages/ Definition-of-Marketing.aspx Kotler, P. and Wong, V. and Saunders, J. and Armstrong, G. 2005. Principles of Marketing. 4th ed. p539. Essex: Pearson Education Limited. [Online]. [Accessed 28/04/18]. Available: http://s1.downloadmienphi.net/file/downloadfile8/148/1372857.pdf Posner, H. 2011. Marketing Fashion. 2nd Edition. p.41. London: Laurence King Publishing Chartered Institute of Marketing. 2015. Marketing and the 7Ps. p6. [Online]. [Accessed 28/04/18]. Available: https://www.cim.co.uk/media/4772/7ps.pdf Chartered Institute of Marketing. 2015. Marketing and the 7Ps. p6. [Online]. [Accessed 28/04/18]. Available: https://www.cim.co.uk/media/4772/7ps.pdf Posner, H. 2011. Marketing Fashion. 2nd Edition. p.49. London: Laurence King Publishing i-D Magazine. 2015. an interview with alexander mcqueen from the graduate issue, 2002. [Online]. [Accessed 28/04/18]. Available: https://i-d.vice.com/en_uk/ article/a3gg98/an-interview-with-alexander-mcqueen-from-the-graduate-issue-2002 Alexander McQueen. 2018. All Ready-To-Wear Dresses. [Online]. [Accessed 04/05/18]. Available: https://www.alexandermcqueen.com/gb/alexandermcqueen/ online/women/dresses# {"ytosQuery":"true","department":"w_dresses","gender":"D","season":"A,P,E","site":"alexandermcqueen","sortRule":"PriceAscending","yurirulename":"searchwithdepartment seasonmain","agerange":"adult","page":1,"productsPerPage":"50","suggestion":"false","facetsvalue": [],"totalPages":1,"totalItems":"38","partialLoadedItems":"38","itemsToLoadOnNextPage":"0"} URBN. 2018. Urban Outfitters: About Us. [Online]. [Accessed 04/05/18]. Available: www.urbn.com/our-brands/urban-outfitters/about-us Urban Outfitters. 2018. Dresses and Jumpsuits. [Online]. [Accessed 04/05/18]. Available: https://www.urbanoutfitters.com/en-gb/dresses? order=Descending&sort=tile.skuInfo.salePriceLow Kestenbaum, R. 2017. This Is How Millennials Shop. Forbes. [Online]. [Accessed 04/05/18]. Available: https://www.forbes.com/sites/richardkestenbaum/2017/06/14/thisis-how-millennials-shop/#6bb2f4c2244c URBN. 2018. Urban Outfitters: About Us. [Online]. [Accessed 04/05/18]. Available: http://www.urbn.com/our-brands/urban-outfitters/about-us URBN. 2018. Urban Outfitters: Store Environment. [Online]. [Accessed 05/05/18]. Available: www.urbn.com/our-brands/urban-outfitters/store-environment Gov.uk. 2018. National Minimum Wage and National Living Wage rates. [Online]. [Accessed 05/05/18]. Available: https://www.gov.uk/national-minimum-wage-rates
Figures 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21.
Alexander McQueen. 2018. Heirloom Dress. [Online]. [Accessed 30/04/18]. Available: https://www.instagram.com/p/BhelT9_A54g/?takenby=alexandermcqueen Urban Outfitters. 2018. Model on pavement. [Online]. [Accessed 30/04/18]. Available: https://www.instagram.com/p/BbmcpxLAvvY/?takenby=urbanoutfitterseu Alexander McQueen. 2018. In detail: a glass organza garden rose and gingham dress from the Alexander McQueen Spring/Summer 2018 collection. [Online]. [Accessed 28/04/18]. Available: https://www.instagram.com/p/BhCDa9Pg3MT/?taken-by=alexandermcqueen Urban Outfitters. 2018. Friday Feeling. Instagram. [Online]. [Accessed 30/04/18]. Available: https://www.instagram.com/p/Bhhhsd0gAUC/?takenby=urbanoutfitterseu Urban Outfitters. 2018. Sitting Pretty. Instagram. [Online]. [Accessed 30/04/18]. Available: https://www.instagram.com/p/BhZjfN_A91L/?takenby=urbanoutfitterseu Unknown. 1935. Coco Chanel in her Little Black Dress. [Online]. [Accessed 30/04/18]. Available: http://www.marieclaire.co.uk/fashion/little-black-dress-524293 Urban Outfitters. 2018. HOW TO SPEND A DAY IN PARIS WITH @CLAIREMOST. [Online]. [Accessed 02/05/18]. Available: http://blog.urbanoutfitters.co.uk/?p=47955 Alexander McQueen. 2018. Alexander McQueen SS18 Set. Instagram. [Online]. [Accessed 02/05/18]. Available: https://www.instagram.com/p/BVueQrvDfkq/? taken-by=alexandermcqueen Alexander McQueen. 2018. Embroidered canopies for SS18 Show. Twitter. [Online]. [Accessed 04/05/18]. Available: https://twitter.com/McQueen/ status/986233908713762816 Urban Outfitters. 2018. UO Artist Editions Collection. Twitter. [Online]. [Accessed 02/05/18]. Available: https://twitter.com/UrbanOutfitters/ status/991021944647684096 Walker, T. 2005. Lily Cole Modelling for Alexander McQueen. [Online]. [Accessed 01/05/18]. Available: www.vogue.co.uk/gallery/alexander-mcqueen-in-vogue Alexander McQueen. 2018. WOMENSWEAR AUTUMN/WINTER 2018 ATELIER. [Online]. [Accessed 04/05/18]. Available https://www.alexandermcqueen.com/ experience/en/womens-autumn-winter-2018-atelier/ Holden, P. 2018. Myself in Alexander McQueen Black Dress. At: Leeds: Harvey Nichols. Alexander McQueen. 2018. Off-The-Shoulder Mini Knit Dress. [Online]. [Accessed 04/05/18]. Available: https://www.alexandermcqueen.com/gb/ alexandermcqueen/mini-dress_cod34799896mo.html#dept=w_dresses Holden, P. 2018. Embossed Roses on Alexander McQueen Black Dress. At: Leeds: Harvey Nichols. Cameron, R. 2003. Carolyn Murphy Modelling for Alexander McQueen. [Online]. [Accessed 04/05/18]. Available: www.vogue.co.uk/gallery/alexandermcqueen-in-vogue Alexander McQueen. 2018. Exploded Florals. [Online]. [Accessed 04/05/18]. Available: https://www.alexandermcqueen.com/experience/en/exploded-florals/ Alexander McQueen. 2018. Store Locator. [Online]. [Accessed 04/05/18]. Available: https://www.alexandermcqueen.com/experience/us/store-locator/ #search/country/United-States Holden, P. 2018. Alexander McQueen Concession. At: Leeds: Harvey Nichols. Alexander McQueen. 2018. WOMEN’S AUTUMN/WINTER 2017 CAMPAIGN. [Online]. [Accessed 04/05/18]. Available: https://www.alexandermcqueen.com/ experience/en/womens-autumnwinter-2017-campaign/ Urban Outfitters. 2018. ICYMI: All dresses and rompers are 20% off online right now!. Instagram. [Online]. [Accessed 04/05/18]. Available: https:// www.instagram.com/p/BiW7MpmgDuY/?taken-by=urbanoutfitters
Figures 22. 23. 24.
25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36.
Urban Outfitters. 2018. ICYMI: Don't let anyone tell you you're too old to build a blanket fort. Or in this case, a tapestry tent. Instagram. [Online]. [Accessed 04/05/18]. Available: https://www.instagram.com/p/BiSkMyLA_3Z/?taken-by=urbanoutfitters Holden, P. 2018. Myself in Urban Outfitters Black Dress. At: Leeds: Urban Outfitters Trinity Centre. Lyst. 2018. Urban Outfitters Dresses. [Online]. [Accessed 04/05/18]. Available: https://www.lyst.com/shop/urban-outfitters-designer-dresses/
Urban Outfitters EU. 2018. Looking like our dream wardrobe. Instagram. [Online]. [Accessed 04/05/18]. Available: https://www.instagram.com/p/BiRpq2LAtkd/? taken-by=urbanoutfitterseu Urban Outfitters. 2018. In celebration of all this warm weather take 20% off all dresses and rompers!. Twitter. [Online]. [Accessed 05/05/18]. Available: https:// twitter.com/UrbanOutfitters/status/992026018025299969 Holden, P. 2018. Urban Outfitters Store With Photobooth. At: Sheffield: Urban Outfitters Meadowhall. Urban Outfitters. 2018. Floating on a flamingo all weekend, hbu?. Instagram. [Online]. [Accessed 05/05/18]. Available: https://www.instagram.com/p/ BiXzwt2gnFU/?taken-by=urbanoutfitters Urban Outfitters. 2018.UO Blog. [Online]. [Accessed 08/05/18]. Available: http://blog.urbanoutfitters.co.uk/ Urban Outfitters. 2018. ENDS TODAY! Last chance to get up to 40% off all #UOHome decorate items. Twitter. [Online]. [Accessed 05/05/18]. Available: https:// twitter.com/UrbanOutfitters/status/986243074304200705 Urban Outfitters. 2018. 90's party ready. Twitter. [Online]. [Accessed 05/05/18]. Available: https://twitter.com/UrbanOutfitters/status/985276539788021762 Alexander McQueen. 2018. Explorer embroidery features contour maps and explorers’ sketches. Instagram. [Online]. [Accessed 06/05/18]. Available: https:// www.instagram.com/p/BiUqCtOAqKm/?taken-by=alexandermcqueen Alexander McQueen. 2018. Climbing garden poppies, peonies and wild petunia. Instagram. [Online]. [Accessed 06/05/18]. Available: https:// www.instagram.com/p/BiY7b3JgKaj/?taken-by=alexandermcqueen Urban Outfitters. 2018. Starting the week of fresh with @UrbanOutfittersHome. Instagram. [Online]. [Accessed 06/05/18]. Available: https://www.instagram.com/ p/BiMofKvgR9s/?taken-by=urbanoutfitters Holden, P. 2018. Myself in Alexander McQueen Black Dress. At: Leeds: Harvey Nichols. Holden, P. 2018. Myself in Urban Outfitters Black Dress. At: Leeds: Urban Outfitters Trinity Centre.
Appendix A: My Survey Results (59 Respondents)
Appendix
Gender
Age
Which Dress Looks Better Quality
Which Dress Looks Most Expensive
(Green=UO, Blue=AM)
(Green=UO, Blue=AM)
Which Dress Would You Most Likely Purchase
Which Photograph Appeals To You Most
(Green=UO, Blue=AM)
(Green=UO, Blue=AM)
Why photograph of dress 1 appealed more:
•
You can see the whole of the model on this photo
•
Styled better
•
As you can see a real person wear it so to speak
•
The full person is in the photo rather than a headless body.
•
Better styling
•
Wearing it with accessories so looks more realistic
•
You can see it on the model properly as a whole outfit
•
It looks more natural and it’s easy to see what it actually looks like
•
The second one looks stiff and rigid
•
I like the handbag
•
More suited to my style
•
Accessories and a more relaxed pose
•
It’s styled
•
Because the addition of the bag, the shoes and a coordinating outfit on a person you can see the whole body of is appealing and feels more real
•
It looks more natural and relaxed
•
Showing a real person
•
Girls attractive
•
Can see the models face / whole body
•
See full body and accessories
•
You can see more of the model and see other items she's wearing it with. It's more interesting.
• • • •
It shows you the models face - adds a sense of personality to the clothes Can see the models face Can visualise what it would look like with other items The dress is accessorised
•
looks nicer and shows the shape and outfit better, its also more interesting
•
Because you can see the whole model
•
Can see the face
•
She isn’t standing like a plant
•
Modelled on a person with accessories
•
Bigger model
•
You can see the models face
•
The V-Neck style of the dress
•
More natural pose, not straight up & down. Looks younger somehow.
•
Less frills
•
Models face in the photo, better styling
•
the bag and the position of the model
•
The style of the photography setup is more dynamic and flatters the dress more.
•
I like how it shows you the outfit with accessories giving me ideas of what I could put with this outfit
•
You can see the models face
Why photograph of dress 2 appealed more: •
See the fit of the dress better
•
The dress looks more professionally presented in that picture, and the the dress is not styled with anything else makes the dress alone stand out.
•
Smarter
•
Longer length
•
Classier neckline
•
The bag on the first one puts me off
•
It looks more elegant and plain
•
It shows the dress and not the person wearing it
•
It look pretty
Have you shopped at Alexander McQueen:
Opinions on Alexander McQueen consumers: (Participants chose all they felt were correct) Young - 18.18%
Interesting - 7.27%
Creative - 18.18%
Chic - 18.18%
Edgy - 29.09%
Conscientious - 3.64%
Trendy - 21.82%
Traditional - 3.64%
Alternative - 16.36%
Professional - 18.18%
Fashionable - 41.82%
Inspirational - 1.82%
Stylish - 41.82%
Classy - 29.09%
Outgoing - 7.27%
Confident - 18.18%
Unique - 12.73%
Older - 9.09%
Modern - 20.00%
Pretentious - 18.18%
Rich - 52.73%
Conservative - 3.64%
Which Brand Do You Prefer:
Appendix B: Previous Survey Results from Consumer Profiling Report (88 Respondents)
Appendix C: Previous Urban Outfitters Observations from Consumer Profiling Report (250 people)
Appendix D: Previous Urban Outfitters Staff Interview from Consumer Profiling Report
Appendix E: Consumers Want Increased Transparency James, A. and Montgomery, B. 2017. Engaging the fashion consumer in a transparent business model. International Journal of Fashion Design, Technology and Education. Vol 10. No 3. p287. [Online]. [Accessed 04/05/18]. Available: https://www.tandfonline.com/doi/ abs/10.1080/17543266.2017.1378730#aHR0cHM6Ly93d3cudGFuZGZvbmxpbmUuY29tL2RvaS9wZGYvMTAuMTA4MC8xNzU0MzI2Ni4yMDE3LjEzNzg3MzA/ bmVlZEFjY2Vzcz10cnVlQEBAMA==
Appendix F: How Millennials Shop Kestenbaum, R. 2017. This Is How Millennials Shop. Forbes. [Online]. [Accessed 04/05/18]. Available: https:// www.forbes.com/sites/richardkestenbaum/2017/06/14/this-is-how-millennials-shop/#6bb2f4c2244c
Appendix G: Gender Pay Gap Law Gov.co.uk. 2017. Gender pay gap reporting: overview. [Online]. [Accessed 05/05/18]. Available: https://www.gov.uk/guidance/gender-pay-gap-reporting-overview
Appendix H: The Most Offensive Urban Outfitters Products to Ever Exist Najarian, B. Unknown. The Most Offensive Urban Outfitters Products to Ever Exist. [Online]. [Accessed 05/05/18]. Available: https://www.ranker.com/list/urbanoutfitters-controversy-list/brigittenajarian For More: see website.
Appendix I: Virtual and augmented reality in retail Cooke, K. 2018. Virtual and augmented reality in retail. [Online]. [Accessed 05/05/18]. Available: https://uk.kantar.com/business/retail/2017/virtualreality-and-augmented-reality-in-retail/