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One of the biggest and growing markets in fashion is sportswear. Catering for all genders, ages and cultures. There is huge competition within this market, however ANANAS aims to develop a brand with a point of difference. Taking on the competition offering similar products with originality and a unique selling point. This report will take the iconic British mother brand Pineapple and launch a dynamic, fashion forward sub brand looking into leisurewear, concentrating on the silhouettes and prints of the products. By completing a situation analysis the brand will be able to assess the current situation and where change is needed and why, subsequently identifying areas for growth. From this ANANAS can construct a repositioning strategy in order to continue the mother brand story, for what is essentially a well-loved brand. Closely looking at the packaging and visual merchandising to create an overall improved brand image, that will centre around the chosen consumer market; Generation Y. Furthermore focusing on the PR and launch of the sub brand to increase brand awareness and build brand loyalty. All the time ensuring the sub brand stays true to the brand integrity and ever present heritage.
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EXECUTIVE SUMMARY
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At Pineapple the brand centres itself around 80’s heritage. This is fundamental to the brands integrity.
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From constructing a brand prism (Appendix 1) Pineapple see that the physique of the brand is still strong and ultimately creates dancewear, however the range is ‘dated’ and hasn’t grown with fashion and the times. (Fig 1.) Pineapple has an established relationship with its consumers. This has been an essential aspect of the brands existence. The relationship is one of identifying with Pineapples clothing range, with active, female, dance conscious individuals.
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physique Dancewear Leisurewear Basic shapes, allowing for movement
personality Female dancer Fit and Healthy Body conscious
relationship Active Feminine Connects with the dance studio
80’s heritage- Fame, Flashdance influences Lycra Making dance available to everyone
culture
Young Outgoing Confident Active
reflection
Member of the dance studio/ dance club Dancer
self-image
Fig 1. Brand prism of the mother brand; Pineapple
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Pineapple’s consumers wish to appear as young, outgoing, energetic and confident females. Its clothing ranges reflect this. This allows the consumers to portray a self-image associated with belonging to Pineapple studios.
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18. Pineapple has stayed true to its culture of 80’s inspired clothing, linked to a growing youth culture around dance films. Pineapple goes by the saying ‘To dance is to live’ aiming to make dance accessible to everyone, all ages, abilities and classes, this is what gave Pineapple its unique selling point and was integral to the companies original business idea.
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Popular dance films from the 80’s to the present day
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Haute Couture & Couture HPE, Bogner
PINEAPPLE
Ultimately mass market but due to its iconic link to Pineapple dance studios and Pineapple being a legendary brand name it can be considered middle market.
High-end Fashion Luxury designer & Premium Brands Adidas by Stella McCartney Middle Market Designer Diffusion bridges lines Affordable luxury retail brand Middle Market retail chains North Face, LuluLemon Mass Market High Street multiple retailers Adidas, Nike, Puma, Sweaty Betty
Value Market Value fashion retailers Discount retailers Tesco, Sainsburys, Sports Direct
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Pineapple currently sits within the high-street market level as displayed in Fig 2 due to its pricing, quality and deisgn. However its iconic brand name gives it a slight cache. It can be seen from the positioning map (Fig 3.) and garment comparison (Appendix 3) how Pineapples prices are substantially lower than its competitors. Companies such as Sweaty Betty and LuluLemon are now considered as close competitors due to increased market prominence and success. They have notably excelled with their online presence and use of social media, which is something Pineapples lacks in.
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Low Price
Fig 3. Positioning map correlating trend and price (Appendix 4)
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High Price
Low Trend
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From analysing Pineapple’s S.W.O.T (Fig 4.) we can see that there is a massive weakness in the company strategy surrounding the use of the internet and social networking. This is an issue that will be explored in ANANAS promotional strategies.
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Fig 4. Pineapple S.W.O.T Anaylsis. See Appendix 5
STRENGTHS
WEAKNESSES
Affordable prices, cheaper than competitors giving them an edge Appeals to a variety of different consumer age groups. For example the Debenhams range is targeted at an older age group so the collection is more muted with less figure hugging shapes. Strong values and has stayed true to historical integrity Key shapes are simplistic and effective. They give the consumer what they want, accentuating the female body in all the right ways.
Ranges each season don’t differ widely The colour palette rarely changes They have been into administation once already Only have two stand alone stores left They are stuck in the times- The 80’s may be the inspiration for the brand image however they need to progress and build on this concept They need to offer more fashion forward fabrications: lycra has been done.
OPPORTUNITIES
THREATS
Offering garments that have prints on them, differing the offering from solid block colours. A more fashion forward range to be worn outside of the dance studio- like first intended when creating the brand They could afford to offer a range at a higher price range Need to consider performance technology fabrications, they have progressed and moved on since the 80’soffering garments with new attributes would be new to the consumer and appeal to their unconscious desires. For example, thermochromic inks and dyes to show which muscles are working with which exercise. Revamp in the brand image, however keeping true to the brand integrity
They were unique in their offering of product however more brands are offering similar ranges, due to the increase in aerobic exercise such as yoga and zumba. In turn many brands are becoming closer competitors Risk of going into administration again
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WEAKNESSES
The company started in 1924 so has a long heritage and strong brand values They have a worldwide presence Adidas offer a wide range of products ranging from sports equipment to clothing Strong advertisements, investing a lot of money into celebrity endorsements They sponsor many major sports teams, events and sports personel They collaborate with many different celebrities, designers and brands
High levels of competition with other big named brands such as Nike, Puma and Reebok. They get greater positive feedback from males. Due to innovative fabrications used the products produced can sometimes be of a high price
OPPORTUNITIES
THREATS
They need to focus attention on their female consumer to anable greater consumer loyalty They could look into new cut and shapes that accentuate the body shape. Increase consumer involvement with competitions, brand events The sports industry is ever increasing
Other brands offering more competitive price ranges New innovative designers are starting to use innovative
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Competing companies like LuluLemon and Sweaty Bettys are offering an increasing range of women’s sporting activities clothing, such as Yoga and Pilates. This is in addition to these companies slightly delving into dancewear. This is a distinct threat for Pineapple (Appendix 6). This close competition threatens Pineapple as this shows they are no longer as unique in the market as they once were. Also evident from the S.W.O.T.s constructed is that larger companies such as Adidas (Fig 5.) invests significant amounts of money into advertising and celebrity endorsements, thus raising their profile and expanding their brand. This is something Pineapple need to consider as a brand, to increase its brand awareness.
Fig 5. Adidas S.W.O.T Analysis
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Pineapple caters to a range of age groups, mostly gender specific (female); focus on people interested in dance; who are energetic and try to concentrate on feminine culture and form. (Fig 6.)
34. Fig 6. Target consumer for Pineapple, ranging from young girls to 30’s. Pen portrait Appendix 7
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Some Pineapple clothing is distributed through other retail outlets. Debenhams do offer a Pineapple range that differs consumer wise as it is aimed at an older market (Fig 7.) The intended consequence of this is to encourage the mums/grandmas to bring their younger generation to the Pineapple store. It can additionally be observe how a large amount of teenage girls wear Pineapple clothing due to the colour palette-mainly pink and baby blue.
Fig 7. Pineapple target consumer within Debenhams concession. Pen portrait Appendix 8, constructed via Posner’s segmentation variables Appendix 9.
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Pineapple branding has not really adapted or changed over the years, it has always had the soft handwritten typeface. Whilst consistency is required with branding and logos, the majorities of businesses adapt and evolve their brand to reflect changing cultural drifts. Pineapple’s branding has always been black and pink. All of Pineapples products are heavily branded with the name emblazoned across the front of the majority of garments. This does create brand recognition but we can observe how this may be over done and a hindrance to the brand development.
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The Pineapple brand has become entrenched in the 80’s in an attempt to stay true to the original brand concept. The brand has not expanded and/or progressed with the developing market. This has impacted on the brands ability to adapt and strengthen.
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Pineapple plans to launch a sub-brand called ‘ANANAS’. Focusing on urban leisurewear and more dynamic fashion forward clothing. The sub-brand will still connect with the mother brand but will elevate the brand and increase the brand awareness to ANANAS’s target market. The new focus on urban leisurewear will result in the Pineapple brand moving forward, modernising the business and re-connecting with the young audience that made the brand so successful in the past.
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It can be witnessed how there is confusion with Pineapples target market due to the wide variety of consumers they get through the door. Pineapples target market is in serious need of a revisit and needs focusing on to allow the best for all consumers.
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Fig 8. Brand Prism of the Sub-Brand ANANAS
physique Loungewear Leisurewear Statement pieces; Bold
personality Body conscious Urban
culture Feminine Active
Streetwear 80’s heritage- shapes, fabrications Lycra
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Young Confident Outgoing
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Urban Fashion conscious
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It’s important that Pineapples customers identify with the brands product and that they can envisage a ‘personality’ to the brands concept. The words that express ANANAS personality are female dancer, healthy, fit and body conscious. (Fig 8.)
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The new range will be constructed around an 80’s culture, so linking with the most successful era of the business, and also grasping on the increased awareness and appreciation of dance as a product. This concept is still relevant today, however, with the rapid expansion and up take of dance, due to factors like reality television series e.g. Strictly Come Dancing and Got to Dance, there has been a growth in the demand for woman’s dance related clothing due to the rise in dance participants. An article in the Guardian states:
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Dance is now so popular that it is second in popularity only to football in Britain’s schools with a rise of 83% of pupils choosing it between 2005 and 2009.
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Through the use of certain shapes, fabrics and bold prints ANANAS will create a range of loungewear and leisurewear that is easily identifiable and appealing to confident and outgoing young adults. The young people of today are increasingly more fashion and body conscious and are looking for clothes that reflect this image. Having researched into the way women’s bodies have changed shapes over time (see Appendix 10) it is key to focus on accentuating the waist and elongating the leg. The ANANAS brand will be in a great position, both in its concept and physical look, to achieve the look that women desire today and an unique selling point. (Appendix 11)
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Mintel report (Appendix 12) shows that the main drivers of sportswear are the younger generation, which is why ANANAS will target the new sub-brand at ‘generation y’ (Appendix 13). ANANAS target market will be fashion conscious, outgoing and active young adults who aren’t afraid to make bold statements and experiment with the ‘new’. (Fig 9.)
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Fig 9. Subbrand consumer profile. Pen Portrait Appendix 14
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Haute Couture & Couture Jeremy Scott
High-end Fashion Luxury designer & Premium Brands Adidas by Stella McCartney, Kanye West for Adidas
ANANAS
Middle Market Designer Diffusion bridges lines Affordable luxury retail brand Middle Market retail chains HUF, Akomplice Mass Market High Street multiple retailers Topshop, Nike, Adidas, H&M
Value Market Value fashion retailers Discount retailers Tesco, Sainsburys, Sports Direct
Fig 10. Marketing Pyramid showing the sub-brand placement
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ANANAS feel that it is important that it still sits within the high street market level (Fig 10). Nike and Adidas will still be competitors. These are world-wide brands who do have urban leisurewear in their ranges, mostly when collaborating with designers and celebrities. However, the new sub-brand will have a distinctive edge combining 80’s heritage with current trends. Topshop will also be a competitor due to the loungewear they produce, incorporating prints and feminine shapes.
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The range will be of slightly higher price however, but still offering a competitive price to ANANAS’s competitors (Fig 11.) The range will now expand in to focusing more on trend rather than functionality. It will remain dance inspired but the consumer will be able to wear the products for leisure purposes, like the brand was once worn. Pineapple has lost its fashionable edge and this is a significant factor in its decline. The new sub-brand will reposition the business in to a more fashion conscious clothing brand for young adults. It is clear to see from the 2013 ‘Growing Fashion for Sportswear’ report (Appendix 15) that consumers want sporty streetwear that is fashion led.
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High Trend
Placement of ANANAS
High Price
Low Price
Low Trend
Fig 11. Positioning map showing the position of the subbrand ANANAS
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The S.W.O.T analysis of Topshop (Fig 12) and Nike (Fig 13) indicate that this strategy is correct. Topshop does have a wide customer base but offers a less personal service due to its size, which ANANAS can exploit. Its diversity of clothing means that it can use its dance specific range and brand to its advantage producing quality not quantity. Nike is an internationally recognised brand with its own specific customer base. However, it does offer dancewear but not in a leisure context and this gap in its market allows ANANAS to thrive and prosper. The S.W.O.T also indicates the strength of these brands in using online sales sites and social networking to further their brands. This is an area that has already been mentioned and it will be one ANANAS will need to invest in to remain competitive.
Fig 12. S.W.O.T Analysis for Topshop
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STRENGTHS Variety of collections to appeal to a wide range of consumers International brand, and over 300 stores in the UK Established brand image and market position Highly recognised high street retailer Strong collaborations with celebrities such as Kate Moss They have a strong presence on all social networking platforms Succesful online sales website
WEAKNESSES Stores can become overcrowded with product due to different ranges available Not very personal with their customers due to the size of the brand
OPPORTUNITIES
THREATS
More focused fashionable sportswear range as their collaboration with Adidas has been a huge hit Potential for further globalisation Create more fashion stores such as the Oxford street store in other large cities and countries.
Becoming too much about quantity not quality Prices aren’t very competitive so this could loose them sales.
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STRENGTHS
WEAKNESSES
Strong brand image and recongnition with the swoosh logo High profile celebrity endorsements Global market Appeals evenly to women and men The Nike foundation- great community project and charity work New womenswear range focusing in on Womens clothing and the women consumers Strong advertisments digitally and printed Online sales website and use of social networks to develop the brand
High advertising costs Product manufacturing conditions and rumours about the factory and labour conditions High price point compared to some of its competitors No dancewear specifically for leisure
OPPORTUNITIES
THREATS
Womens dance/yoga focused range Could expand on their Nike Foundation project Expand with a more fashion forward ranges as a large percentage of their consumers wear their clothing as fashion pieces not for athletic purposes
Competitor innovation is always inceasing Due to being worldwide there is the threat of loss of profits due to different currencies being used and the change in rates.
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Fig 13. S.W.O.T Analysis for Nike
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68. Pineapple is a UK brand whereas competitors such as Adidas are worldwide brands. ANANAS needs to reach to a wider audience if it is to compete with these brands. Pineapple therefore felt that the name of the sub-brand was of significance to be internationally recognised, broadening the target market. Many foreign languages use the word ‘ANANAS’ (Pineapple) therefore it will allow for the brand to expand and to be increasingly known worldwide. This will help facilitate exposing the brand to an international audience in the future.
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Visually the branding needs to striking and original. The use of bold text and accent colours will make the brand more appealing and eye-catching (Appendix 16). Additionally the packaging will need to appeal to our target market and thus will be reusable and multifunctional. It will act as a purchase within a purchase, therefore giving the consumer a further incentive to buy.
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The marketing mix (Appendix 17) is important for ANANAS to analyse and implement. (Appendix 18) The products themselves will be dance inspired with unique prints that are adaptable to a variety of situations. ANANAS will maintain the connection with the mother brand but be distinctive and fashionable. ANANAS products will be sensibly priced offering a cheaper price than their competitors allowing them to reach a larger target market. Additionally, ANANAS will distribute the products through a variety of outlets allowing them to reach a greater amount of people, thus increasing their customer’s ability to purchase. With the intention to use increased outlets, how the products are promoted is essential. ANANAS will look to social networking, using celebrities and offering limited editions to promote their products. These methods will help ANANAS reach their generation y target market. In addition to ANANAS promotional campaigns the innovative new technology involving interactive changing rooms and unique brand identity will give it an edge over its competitors. ANANAS will give its customer a unique in-store experience with free style advice and professional customer service which will further give it a distinct advantage in the market place.
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DIFFERENTIATION
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ANANAS will engage in a variety of promotional strategies in order to reach its target market. In doing so it is extremely important that ANANAS embraces social networking as part of this strategy as it has become an increasing medium for young people to communicate through.
Pew Research Centre Internet Project Library Survey, 2013
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90% of 18-29 year olds now use social networking sites regularly.
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YOUTUBE
As said previously, Pineapple lacks in the social networking platform, which hinders the progression of the brand, immediately putting it behind its competitors. The ANANAS brand promotion will use Twitter, Facebook, Instagram, You tube and Pinterest as forms of media. (Appendix 19)
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M-commerce is a huge market. However, due to Pineapple being so behind with social networking and online presence ANANAS will need to build its presence in a structured and coordinated manner. It will construct a new website and build its position on social networking sites. Subsequently, in future plans, ANANAS will develop an app that will both engage its customers and advance the company in the technological field. (refer to timeline pg.110)
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With regards to the Pineapple website it is need of an immediate revamp. ANANAS will be directly linked to the main website but will have its own site dedicated to the subbrand. The site will not solely be a shopping portal but will engage and interact with the consumers. One of the main features will be a style advice team offering immediate response on styling tips. Additionally it will offer the opportunity to view a variety of garments that can be worn in differing social contexts, dressed up or down. Incorporated within the website will be a lifestyle blog offering advice on healthy eating, fashion inspiration, exercise and more. (Appendix 20) There will be direct links to all social networking platforms from the website ensuring cross promotion. Both the website and social networking platforms will be monitored via the amount of views, likes, retweets, and shares.
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Due to having been in administration ANANAS will need to consider costs so public relations is a key focus rather than advertising due to the significant cost differences. Additionally, Public Relations are a more subtle way of exposing the product.
Fig 15. Mock up of advertisement, showing the versatility of the product.
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Advertising will be on a digital basis rather than in printed form. This will appeal to ANANAS’s target market more due to the current popularity of this form of communication. ‘98% of 18-24 year olds now reguarly use socail networking platforms’ (Statistic Brain, 2014) The initial brand campaign will play on the versatility of the products, showing the clothes being worn in different social settings. (Fig 15) This will link to the website styling page. The effectiveness of the digital advertising will be measured by, Average OTS. (Opportunity to see) This will allow the brand to calculate the frequency in which the advert is exposed to its audience, and in future compare how the new advert performs to the previous.
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Public Relation (PR) is vital to making the new subbrand known and ‘out there’. In addition to the digital advertising, mentioned earlier, ANANAS will be holding a press event, in order to launch ANANAS and increase brand awareness.
Carefully selected media outlets will be invited to the event in order to achieve maximum coverage exposing the range to its target market (Appendix 21). The location of the event will be none other that the legendary Pineapple Dance Studios to stay true to brand heritage and linking to the mother brand. It will be a showcase of the ‘old meets new’ with guest appearances from Diversity and Irene Cara; an 80’s icon. Alongside the entertainment guests will have the chance to view the products and try out the new interactive mirrors, taking away a photo booth style image. This will all take place within the backdrop of the Pineapple surroundings and the use of digital mapping (Appendix 22) showing a variety of images of dance studio activity in a slow motion film style. The event will demonstrate the progression and modernization of the brand whilst maintaining the brands integrity.
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OLD MEETS NEW’
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All guests will be presented with a press pack. Including all contact details; a lookbook; brand book; sample product and extra goodies. It will also contain a flick book of the promotional video, which will be displayed on screens at the event; in-store; online and on a USB within the press pack. For press that can’t attend the brand will send out two press packs to them, one intended for them the other for a friend who they feel will be interested by it. Creating wider spreading of the brand through word of mouth.
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Additional PR will be achieved through celebrity seeding, (Appendix 23) carefully choosing current celebrities in the media that reflect the brands image to our target market. This will be constantly monitored so as to achieve full affect and to measure the effectiveness of the PR. Success will be measured by counting the number of articles and column inches. The effectiveness will further be measured by Advertising Value Equivalent (AVE) comparing the cost of the column inches achieved to how much the same space would cost as printed advertising.
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Subsequently on the chosen launch day consumers will receive 10% off all ANANAS purchases both in-store and online. Throughout the day every customer that makes a purchase will be automatically entered into a prize draw for a pair of the Limited Edition hot pants. Customers will be greeted with cheese and pineapple on a stick and pineapple juice.
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In regards to the visual merchandising stores will be transformed in to a technological interactive experience. One of the ways that ANANAS will achieve this is through having QR codes on tags linking that individual garment to current press articles, celebrity sightings, campaign images and styling tips. (Appendix 24) Additionally changing rooms will be a whole new experience involving interactive touch screen mirrors. (Appendix 25) When consumer’s try-on garments they will be given the option to view and select additional garments that they can see and compare offering different outfit choices. They can take a virtual image of the garments that will be digitally imposed on to their reflection. This image can be uploaded to digital devices that can be subsequently sent to friends for advice or to the ANANAS style team.
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The store layout will reflect the sub-brands urban nature offering the consumer a more showroom experience with outfits displayed on metal grating. The area will be off the back of the store with distinctive open brick walls and exposed steel structures appealing to ANANAS’s target market, whilst also arousing the senses with the scent of pineapple throughout. (Appendix 26) To ensure that the visual merchandising is achieving full potential, customers will be surveyed when entering the store in order to quantify the effectiveness.
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The consumer experience is essential for sales and reinforces the brand identity. All members of the sales team will be fully trained with the clothing range and in the use of the digital technology enabling the consumer to be fully confident in exploring the sub section of the store.
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Pineapple’s best selling hot pant will be marketed by ANANAS with a limited edition print each season. This sales promotion will create an ongoing desire for the classic Pineapple product.
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Fig 16. Timeline for Promotional strategies and future plans.
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A future promotion will be to secure sponsorship and/or collaboration with the new release of Step Up: All in. Having the two main stars; Adam Sevani and Alison Stoner make a guest appearance at the Covent Garden Flagship store. (Fig 16.)
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.51 Pineapple is a world-renowned dance brand that has produced a recognisable dance clothing range for over 30 years, however the brand has not maintained a progressive position in the market place. Subsequently the plan is to launch this sub-brand, ANANAS, to freshen-up the brands image and create a dual purpose functional and fashionable leisurewear range. By implementing these promotional strategies the brand will become more modern on a technological platform whilst also introducing new innovative strategies. It is a great opportunity to show that the brand has progressed with trend and consumer wants. With the brand using social media to promote itself the clothing range will constantly be in ‘the eye’ of its target market. This will allow ANANAS to communicate closely with the consumer and constantly build brand loyalty and awareness. In turn giving ANANAS increased brand equity, ultimately giving it a fantastic opportunity to explore and develop in the market.
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.91 LO1 I have completed a thorough amount of research using various marketing models to help me find a gap in the market. Then I subsequently created a new sub brand assessing the competitors and the areas in which my chosen brand Pineapple needed to work on. To progress and provide a competitive brand. I then looked into materials and silhouettes, creating prints to produce a unique fresh range. LO2 Initially I began slowly as I explored various thoughts and concepts around my idea. Having assessed and evaluated my options I was able to catch up with my time plan and with time management and careful planning I was able to produce everything in which I had planned to as end products. LO3 Completing a thorough marketing report to show the gap in the market and progression of the brand, whilst also presenting promotional strategies to move the brand forward and increase awareness. These strategies are clear and concise allowing an easy understanding of how they will work and develop. Alongside this I have created a brand book to show the thought behind the brand and the graphics allowing a more in depth view of how my ideas developed and materialised. Due to branding being a key focus of my project I felt this necessary. LO4 By choosing a sportswear brand I have decided to look into the women’s body shapes and how to cater to their needs. The sportswear concept embraces health and social issues affecting all cultural diversities in society. Additionally by choosing to promote a healthy balanced lifestyle I further touched on social issues. Where possible I have looked at using ethical materials. To further the ethical area of the brand the carrier bag is in the form of a drawstring bag, which can be reused as an everyday bag, gym bag, school bag.
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APPENDIX 1 BRAND PRISM
JEAN-NOEL KAPFERER, STRATEGIC BRAND MANAGEMENT Brand identity is crucial. The brand needs to be durable, needs to send out coherent signs and needs to be realistic. Captures the intricacy of a brands identity. It is a more complex model than the brand onion. It delves into the external and internal aspects of the brand. The prism is divided into two vertically the external factors on the left and internal on the right. Each side is then divided into three sections. External factors considered are: Physique- this is the essence of the brand; the backbone, and its physical features, such as logos and attributes. Relationship- this is how the brand is perceived in the outside world, what the brand says about someone who’s wearing it. Reflection- this is the ‘external mirror’ the brand will build an image of the consumer in which it is addressing. Reflecting the consumer as they wish to be seen due to using the brand. Internal factors considered are: Personality- this is the character and attitude of the brand. The brand should have a personality of its own; unique selling personality. Culture- this is the brands values, it is distinctive to each different brand. The core of the brand. Self-image- this is the ‘internal mirror’ the mental image consumers have of themselves when they are wearing the brand. These factors are all connected, all reflecting each other. The prism follows the concept- ‘brands have the gift of speech.’
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Picture of Sender
relationship
reflection
personality
culture
self-image
Picture of Recipient
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APPENDIX 2 BASIC HIERARCHY OF FASHION HARRIET POSNER, MARKETING FASHION
TRICKLE DOWN Ideas from couture and designer catwalk shows filter down through the fashion market and are used as inspiration for ranges created by highstreet retailers.
Haute Couture & Couture
High End Fashion Luxury designer & premium brands
Middle Market Designer diffusion bridge lines affordable luxury retail brands middle market retail chains
Mass Market High-Street multiple retailers
Value Markets Value fashion retailers discount retailers
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The market pyramid shows the hierarchy of levels within the fashion industry. The pyramid is broken down into five different levels, clearly showing the higher up the pyramid the more luxury the brand is and the smaller the market for it. Pineapple sit within the mass market level in relation to product, price, quality. However due to its iconic brand recognition and legendary status it could be seen as middle market.
BUBBLE UP Ideas from street fashion and cultural subgroups gain momentum to become a trend that bubbles up through the hierarchy of fashion, eventually reaching the top when expensive designer versions are created.
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APPENDIX 3 GARMENT COMPARISON From comparing four basic items we can see that Pineapple a much lower price offering. This is a great advantage for the brand competitively. However Pineapple lack in technological fabrics used. Pineapple need to think about progressing in this field and offering more advanced fabrication qualities.
Also offering a small pocket or slight design difference will put the brand at an advantage. This needs to be considered
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Ensuring the products are labelled ‘machine washable’ also is a good quality as for sportswear it will need to be regularly washed and the consumer isnt going to want to hand wash or dry clean their garments every time. This is something to consider on the tags and online. Making sure it is clearly labelled
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APPENDIX 4 POSITIONING OR PERCEPTUAL MAP HARRIET POSNER, MARKETING FASHION
HIGH Fashionability- Strong interpretation of fashion trends
BRAND E
BRAND C
BRAND D BRAND B
LOW PRICE
HIGH PRICE
BRAND A
LOW Fashionability- Strong interpretation of fashion trends
A positioning map allows the brand to see where they sit within the target market and where there are gaps, to further expand the brand. It collates and compares all the competitiors position within the market and which are the brand closest competitors. It may be used to help a brand reposition themselves aswell. The model above compares the brands on two axis; price and trend. Brand E shows to be high priced, fashionable products where as Brand B is lower priced, less fashionable products. The genre of the axis can be changed to suit the comparisons in which you are wanting to show
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APPENDIX 5 S.W.O.T ANALYSIS
HARRIET POSNER, MARKETING FASHION
EXTERNAL
INTERNAL
S.W.O.T Analysis provides a structure to review the brand as a whole. Looking at both internal; strengths and weaknesses, and extneral opportunities and threats for the brand. After establishing these factors it is easy to see where there are missed opportunities and flaws in the brand which can be addressed
STRENGTHS
WEAKNESSES
Reputation of the company, brand or fashion label Distinctive signature style and USP Strength of the creative and technical team working to support designer Strong relationships with suppliers Loyal core customer base Strong management and excellent ability to integrate business and desing functions Contract with very good PR company Good credit facilities with suppliers
No clear USP- undifferentiated products that look similar to other fashion labels Lack of creative and technical support. Designer has to do everything themselves and is overstretched Weak relationships with suppliers Not yet built a reputation with buyers and customer base not yet established Cash flow or financing problems Lack of business or marketing expertise Do not have a website or has one that customers find difficult to use
OPPORTUNITIES
THREATS
Potential to take on an agent or PR company Relaxation of import duties, opening up of new markets Potential to diversify into subsidiary products such as stationary, homeware or beauty products Strategic alliances or opportunity to partner with others with complementary skills Rise of social marketing- opportunity to raise awareness and promote products New fabric or manufacturing technology New supply sources become available Government trade incentives
Changes in fashion trends, signature look of product goes out of style or becomes wrong for the market New competitor enters market Changes in import or export laws that affect pricing or supply sources Changes to exchange rates or interest rates Rise in operating costs Changes to trade laws Economic downturn- difficulty in gaining credit Key buyer drops the range
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APPENDIX 6 LULULEMON S.W.O.T ANALYSIS LuluLemon are of a higher price bracket to all the other competitors researched, however they offer a similar product range, supplying womens sportswear, focusing on yoga, pilates etc. This makes them competition for Pineapple due to the close link with dancewear. However Pineapple offer a greater competitive price.
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STRENGTHS
WEAKNESSES
Continually offering new innovative products Strong link with all the local communities in which their stores are placed They link with fashion designers to prduce new styles
They have recently had big changes in their top head office positions They have had to recall 17% of stock which shows
and broaden their product range. Canadian brand however they offer free UK shipping Conscious on reducing their footprint across all areas of their brand
poor testing and quality control Not yet got any UK brick and motar stores
Strong online presence Great motivational manifesto
OPPORTUNITIES
THREATS
The sports industry is ever increasing Opening a brick and motar store up in the UK Offer a lower priced range opening up to a larger
High amounts of competition on the sportswear industry Competitors offer a lower price range
target market
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APPENDIX 7 PINEAPPLE CONSUMER PEN PORTRAIT
ROBYN ARMFIELD Fun loving female
She has a large group of friends, always arranging group days out, adventures and activities to experience together. Attends dance classes regularly, treating them as a social and fitness event. Not only attending dance classes but all varieties of aerobic exercise. She lives a healthy lifestyle, however never turning down a fast food feast. Loves to customise her outfit, making something plain, interesting and one of a kind. Catches up on her celeb gossip through reading a large variety of magazines, also gaining trend and style advice. She is a girly girl, loving getting dressed up to go out for the night. Enjoying the preparation preiod more than she should, deciding on an outfit, hair and makeup. Theres a vast different with her day look and night look She has a jam packed schedule, cramming in as much as possible to get the most out of the day.
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APPENDIX 8 OLDER CONSUMER PEN PORTRAIT ROBYN ARMFIELD
Andrea lives in the suburbs of the city and is a part time dental nurse. Taking pride in her health ensuring she lives a balanced lifestyle. She lives at home with her husband, they are empty-nesters. Now taking full advantage of their free time. She is a family lady who loves to spend time with the whole family and grandchildren. Andrea exercises lightly, participating in classes such as yoga, pilates and step. Whilst being an active lady she will always take long walks with the dogs and friends. Once a week she attends the womens institute, allowing her to socialise more and catch up with many friends. She is also a member of the book club, being an avid reader. She loves to cook up a storm and experiment with her flavours, trying out reciepes from her favourite magazine ‘Olive’. Cooking for large groups is always fun as she loves to play host In the evenings she loves to see friends and she will always attend theatre productions whenever she can. If in need of some relaxation she will sit down with her sudoku and treating herself to a large glass of wine.
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APPENDIX 9 SEGMENTATION VARIABLES
HARRIET POSNER, MARKETING FASHION Segmentation of consumers is a key function for a brand to consider. It allows the brand to classify their target consumer, using a mixture of all four different sections. Giving an indepth look at the consumer.
DEMOGRAPHIC VARIABLES Gender Age Generation Ethnicity Marital Status Life-stage Occupation Education Income Social grade classification
GEOGRAPHIC VARIABLES Region Urban/ suburban/ rural Residential location Housing type Size of city or town Climate
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USAGE & BENEFIT VARIABLES Benefits sought from products Usage rates Volume of purchases Price sensitivity Brand loyalty End-use of product
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APPENDIX 10 FEMALE BODY THROUGHOUT THE DECADES Research into how women wanted their bodies to look throughout the decades. When they embraced their curves, when they wanted to be stick thin and when they wanted to look fit. Showing iconic influences and where they made their mark.
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APPENDIX 11 USP UNIQUE SELLING POINT The USP is that the range is not just functional for active dance use but is a leisurewear brand closely linked to Dance. The range is additionally adaptable to be able to worn in a variety of social or leisure contexts. It can be worn for dance but also for social occasions. The range of clothing therefore offers an exclusive versatility. Its close link to urban culture will make it distinctive. In addition the distinguishing prints will stand out the range as unique and fresh.
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APPENDIX 12 MINTEL REPORTS FASHION DRIVERS Youth culture is highly influenced at present by sporty streetwear, which has given rise to the “sports luxe trend” and there is likely to be interest from young men in retailers who launch exclusive male focused sportswear/celebrity collaborations.
Consumers aged 25-34 are overtaking their younger counterparts to become the most influential clothes shoppers. This is in part due to their higher disposable income, but also due to their growing interest in fashion, with approximately half of clothes shoppers in this age group seeing frequently updated clothes collections as important when choosing where to purchase from. Mintel Report- Youth Fashion-UK-December 2013 http://academic.mintel.com/display/689761/
Sport and exercise is dominated by the younger generation
The importance of fashion to the performance of sportswear sales is not to be underestimated; the majority of purchases of trainers and sports garments are made to be worn as comfortable or stylish casualwear rather than for practical purposes. This versatility and broad appeal has insulated the market from both recessionary climes and the public’s diminishing participation in sport
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Sports Clothing and Footwear- UK- August 2011 http://academic.mintel.com/display/591381/
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APPENDIX 13 GENERATION Y
HARRIET POSNER, MARKETING FASHION Generation Y/ Millenials (1982-2002) The children of generation jones/ trailing baby boomers Pressure from parents to succeed Money spent on education Sizeable student loans to pay off IPOD generation- Insecure, Pressurized, Over-taxed, and Debt-ridden Grown up with technology, increasingly live their lives online Plugged-in and globally connected Understand brand Media and marketing savvy Communicate via social media
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Holly is an active young female. Living in the city, enjoying the fast pace and busyness of it all. She flat shares with a friend who she has known for many years. She was Born into the ‘generation y’ generation. She regularly attends workout classes that act as both fitness enhancing and social classes as she always attends with her friends. The classes she mostly attend are dance related, loving to feel free and express with movement. She makes sure she lives a healthy lifestyle however is not strict in her eating and partying habits. She is part of a large group of friends and will never refuse a night out loving to dance and socialise with everyone. Being a huge lover of her music she will always be hunting out new events to go to and be the first to buy this seasons festival tickets. She will never be behind on trends always eager to try something new. Taking her inspiration from catwalks and musicians. Cara Delevigne is one of her style icons in they way her off the runway style is laid back and casual, whilst at the same time experimenting with shapes and prints. Even with her taking a laid back style with her clothes her lifestyle is of the opposite. She is the daring one, gaining thrills from the new and exciting experiences. She has always wanted to do a bungey jump, however not just any she wants to travel across the country and do the highest bungey jump in the world. And one thing is for sure she is always up to date on her social networking, being an avid user.
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APPENDIX 15 Mintel Report
THE GROWING FASHION FOR SPORTSWEAR 16th December 2013 http://academic.mintel.com/display/690314/?highlight
“Clothing retailers are looking to grab a share of the sportswear market on the back of a gap in the market following the collapse of JJB Sports and a growing trend for fashion-led sports clothing.”
There has been a rising trend for sports-inspired fashion, at the same time as sportswear being used as casualwear by consumers of a wide age range
There is scope for womenswear retailers such as Topshop to capitalise on growing female participation in sports to launch a range of sports clothing.
Youth culture is highly influenced at present by sporty streetwear, which has given rise to the “sports luxe trend” and there is likely to be interest from young men in retailers who launch exclusive male focused sportswear/celebrity collaborations.
Over two fifths of consumers agree that fashion is important to them when deciding which sports goods to buy. Interest in fashion-led sportswear peaks among men and young people and almost three fifths of 16-24s agree with this statement.
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APPENDIX 16 BRANDING THEORY
ALINA WHEELER, DESIGNING BRAND IDENTITY
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Qualitities of an effective name Meaningful- It communicates something about the essence of the brand. It supports the image that the company wants to convey Distinctive- It is unique, as well as easy to remember, pronounce, and spell. It is differentiated from the competition. Easy to share on social netowrks Future-Oriented- It positions the company for growth, change, and success. It has substainability and preserves possibilities. It has long legs. Modular- It enables a company to build brand extensions with ease Protectable- It can be owned and trademarked. A domain is available Positive- It has positive connotations in the markets served. It has no strong negative connotations. Visual- It lends itself will to graphic presentation in a logo, in text, and in brand architecture. A, Wheeler. (2013)
Imperative: Commands action and usually starts with a verb Descriptive: Describes the service, product, or brand promise Provocative: Thought-provoking; frequently a question A, Wheeler. (2013)
Chosen brand name and font. It is an FUTURE-ORIENTATED as it is an international word so makes it possible to expand in the future to other countries. It is also MEANINGFUL towards the company as it translates to Pineapple the main brand name and also names after where the brand was first started; a pineapple factory. It is VISUAL as it is graphically pleasing and presents itself well in text and in the logo. It is DISTINCTIVE in its name, easy to spell with the repetitive lettering. A.Wheeler. (2013)
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APPENDIX 17 7P’S MARKETING MIX
JACKSON AND SHAW, FASHION MARKETING
PLACE PRICE
PRODUCT
7P’s Marketing Mix PHYSICAL ENVIRONMENT
PROCESS
PROMOTION
PEOPLE
The 7p’s is an expansion on the 4p’s which is the ones highlighted in grey. They are all part of the marketing mix, blending together to effectively market a brand in a strategic way. Each brand has its own uniqe marketing mix. In Appendix 17 see the marketing mix used for ANANAS when looking at differentiating the brand
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APPENDIX 18 Marketing Mix
Potential Areas For Differentiation
Tactics To Achieve Differentiation
Product
• Unique prints • Adaptability • Dance inspired
• Digitally printed garments that keep up with trends • Clothing that is versatile, allowing it to be functional and worn for leisure • Ease of movement and accentuates the female body form.
Price
• Cheaper than competitors
• Pineapple is already cheaper than competitors; the subbrand will be more expensive however still offering a competitive price.
Place
• Variety of outlets
• Being placed in different department stores. • Online • Designated Pineapple stores
Promotion
• Social networking • Celebrity endorsement • Limited editions
• Strong social networking platform, regularly updated • Use of popular and current celebrities • Limited edition products to create want.
Physical Evidence
• Innovative technology • Branding- swing tags, packaging, lookbook
• Interactive changing room experience • QR codes on product displays • Unique and strong brand identity
Process
• Customer service • Website design features
• Live website style advice team and in-store changing room service • Lifestyle blog
People
• Staff opportunities • Company structure • Ethics of garment production
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• Specialist staff training on new range and with new changing room technology • ANANAS sub-brand creating more roles • Ethical sourcing used where possible
DIFFERENTIATION TABLE
HARRIET POSNER, MARKETING FASHION Competitive Advantage
Value For Consumers
• Design and versatility of the clothing will be unique to the market. • Dance inspired range is also unique • Connection with Mother brand
• Dance inspired that can be used in a variety of environments. • Purchasing Pineapple branded clothes that are more fashionable
• The prices will allow ANANAS to reach a larger target market
• Value for money due to versatility of the range
• Variety of retail outlets increases the brands accessibility and opens up to larger market
• Easily accessible to purchase
• Innovative use of social networking will link the subbrand directly with generation y • Current celebrities will reflect generation y and increase brand awareness
• Direct communication with the brand • Easy access to brand updates • Limited edition items available
• Unique in-store experience will attract larger amounts of consumers • Strong brand identity will allow the subbrand to be easily recognizable
• New in-store experience • Free style advice • Unique brand image • Reusable packaging • Quality products
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• Personal customer service 24/7 • Lifestyle advice and tips
• Good in-store experience and customer service • Online customer service 24/7
• Improved in-store experience • Specially trained staff
• Staff that can help with use of new technology and the range
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APPENDIX 19 SOCIAL NETWORKING
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APPENDIX 20 WEBSITE VISUALS ROBYN ARMFIELD
ANANAS has been created with a cleaner, fresher look than the original Pineapple website. It offers links to all social networking platforms, live advice from the team, a blog and shopping portal.
Home Page Campaign imagery
Contact Page Message directly
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Live Feed Connecting all social networking platforms
Style Advice Page 24/7 advice and tips on how to style, message and send in pictures Get an immediate response
Blog Page Posts about behind the scenes at ANANAS, motivation, healthy lifestyle tips, trends, celebrity goings on
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APPENDIX 21
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PRESS EVENT GUEST LIST INCLUDING CONTACT INFORMATION ROBYN ARMFIELD
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APPENDIX 22 DIGITAL MAPPING Process Load image onto photoshop edit and adjust, make it how you wish it to be shown. Load into Mad Mapper (digital mapping software) Then load into after effects if wanting it to be a moving image Program in the angle and size of the walls the imagery will be projected onto Idea Digital mapping is a projection tool where by images can react to sound and light. It hosts a series of effects allowing different imagery to be layered and projected onto several various platforms. It allows the room with plain white walls to be transformed. This will work well at the press event, transforming the dance studios into a live experience dance class.
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APPENDIX 23 CELEBRITY SEEDING MINTEL MARKET REPORTS 2013
Celebrity design partners are chosen, in part, because of their social media reach and influence. E-commerce- UK- July 2013 http://academic.mintel.com/display/671878/?highlight#hit1
Daring designer/celebrity collaborations are a good way for retailers to appeal to this less cash-strapped group. In order to maintain interest in designer/celebrity collaborations, retailers need to ensure that they choose names that appeal to their customers and one way of doing this is by allowing consumers to vote for who they want to design their clothes from a list of designers and celebrities. “In order to compete in a changing young fashion landscape, clothing retailers need to do more to entice young customers to part with their cash. Exciting stores, large fitting rooms, innovative websites, on-trend garments and excusive collaborations with popular musicians and celebrities are among the factors that will help retailers stand out from the crowd.� In order to maintain interest in designer/celebrity collaborations, retailers need to ensure that they choose names that appeal to their customers and one way of doing this is by allowing consumers to vote for who they want to design their clothes from a list of designers and celebrities. There is also scope to extend them to web exclusives of these ranges for those signed up to receive alerts from the retailer. Youth Fashion- UK- December 2013 http://academic.mintel.com/display/689775/?highlight#hit1
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APPENDIX 24 IN-STORE PROMOTIONS QR CODING
ROBYN ARMFIELD In store on different products will be placed a QR code. Consumers will be able to scan the codes and be sent straight to a press clipping, celebrity sighting or advice on styling and outfit choices. These will rotate around the store depending on press releases and product promotions. They will constantly be changing to keep up to date with the current news and styles. It will also create a intrigue for what celebrity may have been seen in the product on certain current trends.
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APPENDIX 25 INTERACTIVE MIRROR ROBYN ARMFIELD
Placed within the changing rooms. Allowing the consumers to try on a garment then virtually try on garments to wear with. They can interact with the style advice team to help with garment choices, and will be shown items that could be worn with it. They will also be able to connect to their personal social media networks and share with friends to get their opinions.
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APPENDIX 26 STORE VISUALS ROBYN ARMFIELD
The ANANAS section of Pineapple will be a room off of the main store, the brand name will be on the white brick exposed walls. The clothes will be hung on grating and displayed in outfits to help with purchase decisions. The changing rooms will be a new technological experience with the interactive mirrors (Appendix 25) The store will be scented with Pineapple spirtz and there will be music playing from up and coming artists, appealing to all senses. Sight, Smell, Touch, Sound. The launch day will touch on the fifth sense, offering cheese and pineapple sticks and pineapple juice on entry.
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Unless stated below all other imagery is by Robyn Armfield, 2014. 1. Debbie Moore in the Stock Exchange. [online image] Available from: http://www.telegraph.co.uk/women/9555441/How-Debbie-MooreQueen-of-Pineapple-Dance-Studios-conquered-the-City.html [Accessed 14th February 2014] 2. Jennifer Beals’ dance audition, 1983. [online image] Available from: http://imgarcade.com/1/marine-jahan-flashdance/ [Accessed 15th March 2014] 3. Pineapple dance studio class. [online image] Available from: http://fashion-editor.blogspot.co.uk/2009/09/pineapple-originals. html [Accessed 14th February 2014] 4. JenniferBeals’ dance scene. 1983. [online image] Available from: http://clothesonfilm.com/flashdance-jennifer-beals-dance-casual-wear/1978/ [Accessed 15th March 2014] 5. Jennifer Beals’ casual dance clothing, 1983. [online image] Available from: http://missnalejandra.blogspot.com [Accessed 15th March 2014] 6. Baby and Johnny in Dirty Dancing, 1987. [online image] Available from: http://madisonmovie.org/tag/dirty-dancing/ [Accessed 15th March 2014] 7. Pineapple dance studio exterior, 2013. [online image] Available from: http://www.pineapple.uk.com/company/locations_and_opening_ times.aspx [Accessed 8th February 2014] 8. Flashdance film cover, 1983. [online image] Available from: http://www.impawards.com/1983/flashdance.html [Accessed 20th April 2014] 9. Top 10 Best Dance Movies, 2014. [online image] Available from: http://eauclaireschoolofdance.wordpress.com/2013/01/23/escapethe-frigid-air-with-our-top-10-best-dance-movies/ [Accessed 20th April 2014] 10. Street Dance 3D movie cover, 2010. [online image] Available from: http://www.eulogythemovie.com/streetdance-3d.html [Accessed 20th April 2014] 11. Make It Happen Film Cover, 2008 [online image] Available from: http://newsmovie.net/make-it-happen-2008.html [Accessed 20th April 2014] 12. Pineapple product shot, 2013. [online image] Available from: http://www.pineapple.uk.com [Accessed 18th March 2014] 13. Refer to Pinterest board for all consumer profile imagery. Available from: http://www.pinterest.com/robynarmfield/consumer-profiles/
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14.Pineapple logo, 2014. [online image] Available from: http://www.pineapple.uk.com [Accessed 14th February 2014] 15. Dance studio image, 2012. [online image] Available from: http://www.thedancemill.co.uk/studio1.htm [Accessed 30th April 2014] 16. New York street picture, 2014. [online image] Available from: http://terawallpaper.com/city-street-wallpaper/ [Accessed 30th April 2014] 17. Night club picture, 2013. [online image] Available from: http://barsmash.com/where-bars-should-focus-their-marketing-efforts/ [Accessed 30th April 2014] 18. Millie Mackintosh in gym wear, 2014. [online image] Available from: http://www.glamourmagazine.co.uk/news/celebrity/2014/01/23/exclusive-millie-mackintosh-health-beauty-fitness-tips [Accessed 4th May 2014] 19. Millie Mackintosh, 2014. [online image] Available from: http://millie-mackintosh.com/category/millie/ [Accessed 4th May 2014] 20. Selena Gomez papped, 2014. [online image] Available from: http://oceanup.com/wp-content/uploads/2014/02/selena-gomez-red-flannel-fabulous-17.jpg [Accessed 4th May 2014] 21. Selena Gomez, dressed up, 2013. [online image] Available from: http://babytfashiondiaries.com/tag/style/ [Accessed 4th May 2014] 22. Lucy Mecklenburgh Ellese campaign, 2014. [online image] Available from: http://www.dailymail.co.uk/femail/article-2614946/FIRST-LOOK-Lucy-Mecklenburgh-shows-six-pack-new-face-ellesse.html [Accessed 4th May 2014] 23. Lucy Mecklenburgh, everyday clothing, 2014. [online image] Available from: http://www.vasjmorgan.com/celebrity-news/vjm-papped-celebs-outabout-rihanna-ashton-kutcher-lucy-mecklenburgh/ [Accessed 4th May 2014]
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