Boux Avenue Marketing Plan

BOUX AVENUE REPORT

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Sharonjit Dhillon N0567308 FMBR10002: Principles of Fashion Word Count: 3,300

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

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CONTENT Introduction Reseach Methodology

Brand History Brand Health Brand Equity- CBBE Brand Essence/ Mission Social Media Brand Vision SWOT Analysis

PESTEL Visual PESTEL Global Trends Market Health UK Lingerie Market US Lingerie Market

Brand Positioning UK Brand Positioning US UK Consumer US Consumer Consumer Typologies

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...3/4 ...5 ...7 ...8 ...10 ...11 ...12

...13/14 ...15 ...16 ...17 ...18 ...19

...20 ...21 ...22 ...23 ...24

Ansoff Matrix 7p’s UK market optimisation plan UK promotion strategy US location US market entry US promotion strategy Implementation timeline Conclusion

...25 ...26-32 ...33 ...34 ...35 ...36 ...37/38 ...39 ...40

Appendix

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Image References

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References

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Bibliography

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RESEARCH METHODOLOGY PRIMARY

QUALITATIVE 1) UK Shopping Observation: ( Attempted to contact Boux Avenue however they was not able to cooperate) The Purpose/ Objectives: To find out the current retail environment of Boux Avenue’s store in Birmingham. Analysing customer service, product ranges, visual merchandise and digital uses in store. By obtaining this information, it will help to make easy judgement when comparing prices, target consumers and brand qualities in the competitor analysis.

2) Comparative Shopping Analysis: The Purpose/ Objectives: The aim of this research is to analysis the retailing environment of 3 main UK competitors for Boux Avenue.Where the comparative shopping analysis was carried out in Nottingham at M&S, Ann Summers and Primark. Analysis will be conducted on any buying behaviour drivers that is attracting consumers in store, e.g. products, price, brand loyalty or service.

SECONDARY

QUANTITATIVE UK Online Survey: -49 respondents aged between 15-50.

-Posted through socal media links and messaged via text to different age groups.

The Purpose/ Objectives: -To understand consumer buying behaviour -The key influences that contribute to purchases being made -Key competitors in the UK lingerie market - Identifying consumer’s needs such as, price.

3)Interview: The Purpose/ Objectives: Aim to find out information regarding brand awareness, consumer buying behaviour and personal opinions to understand the individual needs. As well as the consumer’s perspective on what makes the ideal lingerie brand. This interview is made specifically for an existing Boux Avenue consumer where the questions where messaged through Facebook to the consumer aged- 34 and also to a Uni Student aged 19.

4)N.Y. Visit/ Shopping Observation: Carried out in January 2015. Observational analysis was carried out in store like: Victoria Secret, Urban Outfitters, Macys and Topshop.

The Purpose/ Objectives: To understand the cultural and media differences in the US and how it differs from the UK market and to the lingerie competitors.

MARKET REPORTS -Mintel & EuroMointor To understand the lingerie market, e.g. market share, key drivers and future predictions)

NEWS ARTICLES -Lingerie Insight(online) Magazine -Economist/ BBC News -Marketing Week Theses sources will be used in order to analysis the macro enviroment that potentially impacts the lingerie market. And also identify key consumer trends.

BRAND WEBSITES

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-Competitor’s ecommerce sites e.g. Victoria Secret, M&S and independent onlie retailers.

The use of the brand website is to analysis the online service provide and the differences to the competitors.

As well as looking at both Boux Avenue and the competitor’s financial progress and business aims/ plans.

INTRODUCTION

This report seeks to provide in-depth research analysis into the lingerie market in order to support the brief of launching Boux Avenue into the US market, also demonstrating how the brand can strengthen their current UK position through optimisation. The analysis findings in the report will be pulled together, in order to create a marketing and promotion plan in the UK and the US to achieve the brand’s aims.

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BRAND HISTORY

2012

2013

2011

We donated 17,000 bras to Oxfam for its Frip Ethique initiative.

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SWEET SIZE SIXTEENWe are not afraid to show real & healthy bodies. Size 16 Robyn Lawley was the face of our A/W12 campaign.

Theo’s official opening of Boux Avenue’s first store was in Glasgow’s Buchanan Gallerie.

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Boux Avenue Affiliate Programme 2012 was launch.

Blog-Lovers became a communication tool.

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We helped to raise over £16,000 for Breast Cancer Care throughout the year.

PRESENT 2013 2015

2014 Boux Avenue opens first airport store in Manchester

Aired summer campiagn that captures the brand’s humorous and flirty spirit. 4,593 views on YouTube.

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UK Retailer of the Year 2014 Fig

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Boux Avenue designs Fifty Shades-inspired range. Valentines day collection.

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2014 Christmas recorded 31.7% increase sale boost.

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OUR FINANCIAL FINANCIAL PERFORMANCE PERFORMANCE OUR Although we had a loss of £8 million in our first year....

The brand’s current success in the UK is going better than expected. The main driver for their positive progress has been the sales made around Christmas and Black Friday. Due to the main influences of their effective sale progress is from their online success around occasional time and promotional days; the brand could adopt a strategy that maximises their online sale. This could be done through developing a mobile app that enables consumers to purchase on the go where they take full advantage of any promotional deals they have online.

2011-2012 Growth

2013 Turnover £8.8 Increase

March 2014 Progress

30%

£27.2% LIKE-FOR-LIKE SALE INCREASE

Double digits growth was reported whilst operating in a challenging UK environment.

£18.2m

£27m

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Usage...

BRAND HEALTH

Perception...

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RESONANCE

CBBE PYRAMID

(Moderate brand loyalty )

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What About Us? (Relationship)

Wider demographic- males, mother and daughters, first time buyers, occasional buyers and tourists.

Offer all year round & seasonal trends.

Loyalty schemes- vip membership maintain relationship Online active engagement- social networking Supports charties.

What About You & Me?

JUDGEMENT Inexpensive stylish lingerie Digital innovators Recognisable logo and name inspirational experience both online and instore Pink and Black symbloises chic and elegance.

Oustanding additional services eg. Click and collect

PERFORMANCE New Brand: 4 years Situated as a multi-channel: retailer Positive outlook for global growth due to recorded UK sale growth.

Product characteristics; diverse product ranges, sizes, style and fittings.

New advertisements capturing brand’s USP and celebirity endorsements.

FEELINGS Sexy but yet sophisticated.

Beautiful, confident, empowered, feminine shopping therapy experience- boosts self-esteem.

Positive responses from models used in marketing activities, realistic image

IMAGERY For all women/ages Diversity- use of size 16 models Humorous and flirtatious personality Brand Attributes : Chic, Vintage, contemporary, elegance, femininity Packaging: luxury chic Offers functionality and quality products as well as unique customer experience.

SALIENCE (Moderate brand awareness) Sensory in-store marketing- visual merchandising, the scent to the doors- adds to the chic and innovative experience.

Unique Name (Boux- French Girl / Avenue- inspiration from New York VIP memberships, loyalty cards , beautiful gift wrapping and free fitting service Comprehensive sizing ranging from 30A to 40H, giving beautiful and outstanding fitting for all women.

Boux Avenue currently operates in over 21 stores in the UK. Also overseas stores in Iceland, Gibraltar, Maltaand Bulgaria.

Who We Are

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MISSION STATEMENT

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Placing an unrivalled emphasis on detail, Boux Avenue strives to bring a slice of stylish sophistication to everybody’s lingerie drawer.

Theo Paphiti, 2015.

BRAND ESSENCE

Filrty Humorous Sophiscated

In-store Enviorment: For each woman’s mood the unrivalled customer service is designed to cater to all needs. The in-store atmosphere is vintage inspired but yet has contemporary design that delivers a modern environment and looks like every woman’s dream boudoir.

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“Priding itself on catering for all shapes.�

(Smith, 2013)

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SOCIAL MEDIA

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BRAND VISION Aim to be multi-faceted that stands on a four-leg platform as a:

UK retailing > M-eccomerce >Eccomerce >International brand.

To Become Digital Innovators

Consumer Experience: Theo Paphiti is passionate about the extreme importance of providing a consumer experience; therefore finding a location and international partners that share the same enthusiasm is vital.

The location of our stores consists of environments that carry a high footfall.

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STRENGTHS STRENGTHS

WEAKNESS WEAKNESS

Indistinct Consumer Profile: The brand caters to all women and ages, but it does not have a vivd and defined description of their consumer market. So prevents the brand to enhancing their consumer engagment.

INTERNAL

Award Winning Brand: For a new brand it has already wonGlobal RLI Awards for rising star of the year 2012 UK Retailer of The Year 2013 & 2014.

Strong UK Online Presence: Offering a shoppable technology experience that allows consumers to shop the latest trends in their video ad.

Blog: Miss B gave inspiration to the company’s name and now writes a blog as part of Boux Avenue. Which appeals to a socialable and young demographic.

Postivie Financial Growth: The lingerie retailer saw "a 31.7% increase for its fourth Christmas." (Paphitis, 2014)

USP/ Brand Loyalty: There is no unique values that set the brand apart from others and that create a emotional connection with consumers. Lack on consumer engagment is affecting their brand loyalty, where their existing consumers are more likely to switch from brands.

Emphasising on Social Responsibility: Many consumers are not aware the brand has supported campaigns such as Breast Cancer Research. Therefore, the brand could consider promoting more campaigns that consumers can relate to.

Affordable With Wide Range of Products: Appeals to board consumers, from moms/ daughters, men and first time buyers.

Also offers swimwear, shapwear to even Bridal collections.

OPPORTUNITIES OPPORTUNITIES

Personalised Experiences: Enchace on Theo’s retailing expertise by creating a more memorable and unique expeirence for all consumers that generates a buzz and brand loyalty. As omni-channel is becoming increasingly popular, the brand could maximise their platform so they can become more accessible to consumers on the go. E.g Mobile app.

EXTERNAL

Lack of Awareness: Although the brand has a poistive UK presence, still is not seen in the media or in public. E.g. billboard and adverts.

Market Trends: Taking influence from global macro trends, as well as market trends can help Boux Avenue become innovator leaders. Therefore, they could update ranges like active collections to keep up with new lifestyle changes.

Become Internationally Focused: Place a market strategy that reflects the brand’s vision to eventually become a global lingerie brand over time. But concentrating on markets that have good growth potential in lingerie like North America.

Promotion Strategy: To maximise their brand awarness in the UK and on their social media platforms, using celebirtiy endorsement could help put an image in the consumer’s mind when Boux Avenue comes to mind. Therefore, making it more recognisable, especially when launching exclusive celebirtiy collections.

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THREAT A S AT THREATS THREATS

“ Globally, the lingerie industry has revenue of $32 billion with America having 40% of the market share.” - Mayne, 2014.

The USA Market: going through economic doubt therefore the sucess of the brand’s launch into a new market can be affected if it is done at the wrong time and where consumer’s confidence is uncertain.

Intense Market Entry: Due to the lingerie industry having sereval competitors both on a national and international level, Boux Avenue could face struggles from brands who already have an existing high customer loyalty Due to the UK market also being competitve with sectors like RTW designers and high street retailers, maintaing the brand’s UK presence could be challenging.

Shifts in consumer behaviour and market trends: Importance of being an adaptable and flexible as a brand. Because social and political changes can influence consumers behaviour when buying. Therefore theses changes can significantly impact Boux Avenue, as competitors can take advantage over the brand’s existing customers. So keeping in line with new trends emerging in consumers and in the market they operate within, will help the brand becoming the first adopting leaders of the trends.

SOCIAL

ECONOMIC

POLITICAL

PESTEL ANALYSIS -The new April 2015 changes have shown a decrease in corporate tax rate at 20%, which means there is possibilities for a greater economic production.

The reduction of this rate in the G20 is the lowest compared to pervious years.

-The job growth and the unemployment rates in the US in the last months have seen a drop of 5.4%, which is the lowest since the last seven years. Due to this, changes in the Federal Reserve policy such as, raising interest rates can influence the country’s economic situation..

-However the changes could increase competiveness in the market and the GPD growth is likely to grow faster.

-The strong US dollar has boosted imports but lowered exports. affecting GPD figures.

-Inflation in the UK fell to a negative 0.1% in April -Which was reported as the worse CPI (consumer price index) since 1960. Cheaper fuel and low wage growth is what influnced the low rate to occur.

US Slowdown: -US are also at 0.1% inflation, which ia the lowest rate since late 2009. Potential risks for opponents that aim to enter the US, as household spending could be affected.

-The GPD growth has influenced consumer’s confidence to become weaken and created shifts in buying behaviour.

-UK Interest rates 0.5%, was decided by the Bank of England who aim to keep inflation at the target rate of 2%. But however it now stands lower than this.

The UK population is: 64.31 million -A quater of this population is represented by Baby boombers. As the ageing populations are now living longer and are becoming more health conscious.

“In the UK, online shoppers are expected to splash out £1,174 online in 2015, growing by 9.6% compared to last year. “ (Herrod, 2015) -The rise of online shopping in the UK has meant brands have become more competitive online, other than just in store. As consumers now have power of brands and have the ability to switch between brands, they make decisions based on which brands are offering more for their needs.

-As there is risk of unexpecting changes in the US economy, it could have a ripple effect where they will have to consider bank borrowing. .

US population: 319 million -“50% of the US new-born d members of minority group” (Euromointor 2012).

- Therefore cultural differences will need to be considered, as the US attracts a high number of foreign citizens and tourists.

-Generation X could become the largest share of the American workforce, as a significant amount of the US population is aged 18-24 years. Millennials could also be seen leading social trends that are shaping market innovations.

-Even as 59% of baby boombers now visit online to research before purchasing clothes.

-Rise in BRIC: the importance of BRIC on the lingerie market as they account for 40% of the population of the world.

-Due to the government changes in the US and UK, it has potential risks of affecting consumer’s confidence at any time.

-China is an example of a BRIC country that has entered the US market by taking domination in growth and the rise in technology.

-Therefore, Boux Avenue could consider offering different price ranges that appeals to their consumers.

For example, having a basic range that is affordable to suit the weakened consumer spending in both economies.

Currency exchange rates: £0.65 >> $1 $1.55 >> £1 -US exchange rates have fell due to the changes made by Fed officials, which affects the profits UK businesses will make from importing goods or selling online.

-China face struggles as their GPD fell by 3.4% in first quarter of 2015. Therefore, affecting the value of the US dollar to be weakened by China’s current economy situation.

Changes in the idea of femininity: Brands are now using plus size models, as the understand consumers do not have to a specific size to feel sexy.

For example, the global brand Panache has been seen taking the greatest advantage of this new social shift.

-However, as some people can see lingerie with synonymous of sex and femininity, it can have an affect on how they perceive lingerie brands depending on their own preferences.

-Some will see lingerie as just the idea of thin models and long hair with perfect bodies. Therefore, some consumer’s self esteem could be affected, also consumers from cultural backgrounds that profound on the idea of ‘sex’. For example, some consumers are put off or feel uncomfortable in lingerie shops, such as Ann Summers who sell sex toys.

-By launching Boux Avenue in the US at a time of uncertainty could tarnish the brand’s success.

Therefore the brand needs to consider the timing of market entry to minimise the risks, where they can feel confident about their launch knowing consumer will be willing to pay for on-trend lingerie.

-However, by Boux Avenue entering the US lingerie market it can maximise the competitiveness; which could potentially influence a positive inflation growth.

-Due to Millennials and Gen X being a popular in both the US and the UK, Boux Avenue can consider how they might appeal to consumers who represent a large percentage of the population.

-For example, as Millennial are techno-savvy and networkers, Boux Avenue can use this as an opportunity for their Miss B blog. The brand could collaborate with their consumers who are also bloggers to create a networking platform.

Body Positivity

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TECHNOLOGY LEGAL

Rise in mobility: UK multichannel retailers have a stronger position to grow at 42%, with mobiles being the main driver behind the UK growth.

-Consumer’s today anticipate for a personalised experience online as well as when in store; so the use of digital technology can transform the way we shop on smartphones. By adopting consumer demands to create a on-the-go and unique experience.

-The UK National Minimum Wage has seen a recent increase in adult rate of 20p. This has helped to boost consumer’s confidence for those working, therefore consumers can feel more encouraged to spend more as their income would be increasingly slightly.

-Theses changes has helped to lower the rate of unemployment and people on job seekers.

ENVIROMENT

“UK* 33% UK shoppers claim that environment polices influence their shopping choices “(Mintel 2014) -New pressure from regulations to incorporate climate change into their business has meant brands should not only consider how much sales and profits they will make.

But to think about how they can adopt ways to become environmental friendly as a business.

-For example, considerations in the supply chain from the suppliers and the distribution of goods need to be acknowledged so that the after use/ disposal of products can not go to waste.

“Global Smart Materials Market is projected to reach US$ 63.28 BN by 2020”. (Research, Marketers,. 2015) The use of technology innovation within materials has becoming increasingly popular and demanded by consumers.

This is due to the consumer's understanding of how the use of technology in textiles can enhance the properties and functionality of products.

The US consumers tend to be more willing to pay more when it comes to active wear,as it suits to their lifestyles.

For example, "22% of all US consumers have purchased a wearable device, e.g. smart watch or Fitbit."

According to Mintel Consumer Trends US Report 2014.

-Similarly to the UK, the legalisation for minimum wage in the US is seeing an increase, creating a similar effective impact on consumer’s willingness to spend more. New York’s basic rate is at $8.75 per hour, creating new jobs opportunities.

-An upgraded credit card security in the US helps to protect consumers and ensure safer purchases can be made. The card is adopted through the security standard known as EMV (Europay, MasterCard, Visa). Therefore, US brand would need to ensure they are upgrading the chip-card transaction machines.

-Because consumers in the US are aware of the positive impact that cotton has on the environment; it has an influence on their buying decisions.

-Also, the rise in allergies has meant consumers will be attracted to organic sourced fibres as they know it provides many benefits.

E.g. Sustainability benefits to the comfortable properties that feels soft on the skin.

-“ Half of the world’s population will be online by 2030” (Euromonitor 2015.)

The rise in offering Omni-channel has risen because consumers prefer to shop from different devices such as, on their tablets, phones and through apps. Omni-channel allows brands to be constantly engaged with their consumers where they are still able to adapt and cater to their lifestyles.

“In 2015 there was a 10% increase in the total volume of overseas consumers searching for UK apparel retailers, while UK shoppers searching for overseas apparel retailers increased by 9% in the same period. This compares with 5% in the same quarter a year ago.”

(Blackman, 2015) Consumer laws has made consumers more conscious of their rights, meaning they are not afraid to speak the truth about brands. Social movements like Watchdog in the UK can also influence consumer’s perception on brands, driving consumers away from the brand.

Copyright legalisations can protect companies from other businesses taking their ideas. As many cheaper retailers seem to be offering similar designs to the haute couture market. Therefore consumers have become more concerned about the value for money and what is considered as luxury.

-The industrialisation of the developing countries is increasing pollution at unsustainable levels.

-Therefore, it is vital businesses are doing their bit for the environment to minimise the impact on pollution. Especially as international brands are constantly transporting their goods, so they will need to implement alternative strategies to lower the environmental impact.

Due to the increasing demands for personailsed online experience that cater to consumer needs.

Boux Avenue can take advantage of theses demands, by launching a mobile app that allows conusmers to connect with the brand at any time.

Another opportunity could be to offer a personalised experience e.g. bra fitting online.

As the ASA legalisation have a dominating role in ad banning. Especially as Boux Avenue will need to consider who might be seeing the advertisement campaign. Therefore, promoting a positive message is key by using a diverse range of models from plus sizes to petite.

Also as humour is a key attribute of Boux Avenue’s personality they can use this to their advatage to show how the brand is differentiated from their competitors. Because competitors like Ann Summers are more explicit meaning they would not be able to appeal to both a younger and older demographic audiences.

-Boux Avenue could consider emphasising the corporate sustainable responsibility and contributing to the environment to minimise global impact.

-As this could have a positive influence for the brand, because they are able to show they have addressed the environment concerns that matter to the consumers.

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VISUAL PESTEL

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Rise in Mobility

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Fig 26-Pew Research (2015)

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Fig 27-Forreseter 2013

Body Positivity

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Wearable Technology

Negative UK Inflation

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15 Fig 28- Euro Mointor (2015)

LINGERIE GLOBAL TRENDS UK:

FRANCE: Seeing a slow growth, with men’s underwear decreasing in 2013.

British consumers seem to not buy new underwear often and their main motivators is replacing their underwear.

GERMANY: Germany has the most stimulating sale growth, with demands for consumer confidence and functionality is increasing.

RUSSIA: Luxury seems to be the highest growing segment in Russia, where consumers have become accustomed to buying online.

CHINA: USA:

China is the most competitve with over 3,000 compaines that are driving to take the highest market advantage.

US men’s underwear and lingerie for age 45+ is boosting the sale growth among this segments.

JAPAN: Japan are seeing a decline due to the decrease in population and consumer shifts to lower prices.

BRAZIL:

SAUDI ARABIA:

Brazilian consumers are motivated to purchase new underwear, as they are eager to replace their old items.

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British retailer M&S anticipate on being the first specialised underwear brand to enter the Middle East and African region. As women’s employment rules have seen a boost and influenced women’s willingness to spend more.

v v v v v v v v v v v v v v v v v v v v v v v v v v v v v v

MARKET HEALTH

“Globally, the lingerie industry has revenue of $32 billion with America having 40% of the market share.”

Main Drivers Victorica Secret - “is the largest undergarment seller accounting for half of the lingerie sales in the US . estaimated at $11.94 billion in 2013.” ( IBIS World, 2014.)

“Growth is expected also from product segments with untapped potential in the advanced markets, such as functional underwear and plus size lingerie.”

(Report Linker, 2014) “The rapid spread of B2C E-Commerce represents an additional growth potential” (Report Linker, 2014) “Women continue to underpin the performance of the underwear market, with sales of female lingerie accounting for almost three quarters of the total market” (Mintel, 2013) “There is potential for the underwear market to capitalise on demand from an ageing population who is working for longer.”

(Mintel, 2013)

Fig 29-Frost & Sullivan YR)

Key Vendors

Anaylsis: The use of secondary sources has helped to give a vivid outlook and analysis on the future of the global market for lingerie.

From the research, it is clear to see Boux Avenue’s positioning in the market where they are situated in an extremely competitive market with online retailers taking the lead. Therefore, to optimise and strength their positioning to make it more stable, the brand will need to be adaptable and consistent that keeps up with the market driver. Opportunities such as, targeting the ageing demographic and maintaining a young consumer base is a great growth potential for the brand. This could maximise the brand’s recognition and sales by ensuring they be diverse and take a dominating lead in the market.

v v v v v v

Clavin Klein L Brandz ( La Senza, Victorica Secret) Rosy Lejaby Lise Charmel

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UK MARKET

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The average pricing of bras have grown 12% from £26.50 in 2012, to £29.80 in 2014.

[Editd, 2014]

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The average price of a pair of knickers on the UK market (which takes in luxury through to value) has shrunk – from £17.40 in 2012 to £16.40 in 2014.

[Editd, 2014]

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Fig 30- Editd (2014)

British women spend a excess of 2 Billion on lingerie each year [Vougue, 2010]

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Fig 31-Editd (2014)

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USA MARKET

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The analysts forecast Online Lingerie market in the US to grow at a CAGR of 16.00 percent over the period 2014-2019.

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[Research And Markets, 2014]

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For the fiscal year, U.S. Lingerie Stores had revenue of $13.2 billion,

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+up 3.3%. The CAGR for 2014-2019 is expected to grow slightly, at a rate of +3.8%.

[WeConnectFashion, 2015]

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Men’s Underwear has a lot of potential: up +4% with sales at $3.9 billion.

[WeConnectFashion, 2015]

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The USA is a mature market and the percentage profit is forecast to rise at 5.3% per annum over the

next five years.

[The Lingerie Journal, 2014]

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”

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UK PERCEPTUAL MAPPING

Current Position

Potential Repositioning

Their current positioning in the UK is seen as a fashionable lingerie brand that is reasonable price, where they are situated in a competitive retailing environment surrounded with other online brands like Topshop and ASOS. In reference to (APPENDIX. 4), another key competitor for Boux Avenue is Ann Summers who share the same consumer base and are located in similar retailing positions e.g. the high street. Primark is not a direct competitor for the brand, but majority of UK consumers who are highly price conscious would shop in Primark for alternative fashionable lingerie seen by other retailers.

The brand could potentially repositioning themselves in a more functional positioning, as referring to (APPENDIX. 2) a high number of respondents said their main characteristics when purchasing was comfort and the value of products. Therefore Boux Avenue could enhance their products to be more functional, but remain affordable, as this was also another key driver. The new repositioning could potentially be situated to their biggest competitor M&S.

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US PERCEPTUAL MAPPING

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1) From the secondary research carried out about the US market, it is clear to see that higher priced brands seem to be the key vendors of the market.

Therefore, Boux Avenue should keep their same price range as the UK. Because they do not want create implications when launching in a new market; by offering higher prices that do not suit the target market budgets. Similarly, to the UK high street store like Topshop would again be a competitor for Boux Avenue as they offer the same price ranges and offer fashionable styles. So the brand could potentially see itself positioned between La Senza, American Eagle and Topshop in the US, due to the similar target segments they cater to.

2) Although, a potential gap in the market can be identified on the map where Boux Avenue could possibly position its brand into a new segment compared to the UK. Both the UK and US have identified new consumer trends that are more health/body conscious; so Boux Avenue could position themselves in a similar market as WonderBra and Wacoal.

As Boux Avenue already provide existing products such as, shape wear and plus sizes. They could potentially have an advantage of using theses existing products and offer new functional ranges, in order to appeal to a new market.

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UK PEN PORTRAIT (Based on the interview conducted with a female consumer aged 21, who is a Boux Avenue existing consumers. This pen portrait aims to highlight key points about her lifestyle and what drives her towards purchasing lingerie.)

Fig. 32

-She is highly fashion conscious. Where she tends to go on to make quick purchases based on inspiration she has gained from her social media apps, such as Tumblr and Instagram.

-Julia is interested in buying clothing that are long lasting and is made from organic fibres. She aims to look for lingerie that is good value for money and provides sustainability.

Fig. 39

-She desires to feel sexy and confident; therefore she remains to be healthy and active in order to gain body confidence. Her reason for buying lingerie is to feel empowered and feminine, also for everyday use.

Fig. 33

-Julia enjoys getting her new lingerie in store when she requires a new bra size, as she prefers in-store environments that make her feel comfortable and inspired. Julia will only go to lingerie stores that have been recommended by friends and family.

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THE US CONSUMER

Geographic Variables Region: NY. Manhattan, Urban /rural: Urban city Housing type: Flat apartment

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INTELLECTUAL

URBAN MILLENNIALIST

NETWORKER

Fig. 44

ACTIVE

Fig. 43

Demographic variables Name: Laura Wills Generation: Millennials Age: 25 Gender: Female Occupation: Investment Banker for VP Communications Life Stage: Well educated and financially independent.

Education: BA Corporate Strategy and Finance in Entertainment and Media. At University of Scranton.

Income:$250,000 a year

Pschographic and Behavioural Variables: Lifestyle: Busy, active, networker and sophisticated.

Social aspiration: Is health conscious and aspire to be fit and healthy. Aims to thrive in her career in order to gain higher income, so she has the willingness to buy items out of her usual budget.

Self-image: Independent, Modern and confidence. But can lack self-confidence in her body due to social pressures.

Value perceptions: Willing to pay more for quality, to get her money’s worth. Attracted to companies with social responsibility and also a ethical outlook.

Purchasing motives and behaviour: To feel sexy but not too sexy and more elegant. Pretty styles and good quality is her key motivator, as well as the promotional offers being an influencing factor to her purchasing behaviour. Tends to do quick review searches through her smartphone before making an intended decision.

Interest & hobbies: Social media addict, & enjoys shopping online. But also likes to shopping with friends and family as a leisure activity and trusts their opinions Attitudes: Enthusiastic and an impulsive buyer so can switch from brands depending on her preferences.

Usage and Benefit Variables Benfits sought from products: Everyday wear functionality to summer uses.

Usuage rate: Heavy, light Purchase Occasion: Daywear for all day comfort; sports-active support; special evening- feel sexy and also home wear- for comfort when lounging.

Volume of purchases:- Monthly/ occasionally Brand loyalty- Driven to variety of lingerie brands depending on her needs. For her essential functional needs, she goes to Hanesbrands and she trusts the brand to provide her with long lasting quailty. But near pay day, when she feels like treating herself to a summer holiday treat that she has been desiring for some time, then she would drive towards Victoria Secret; as she knows they will give that feel good factor.

23

CONSUMER

TYPOLOGIES

SIMILAR GENERATIONS LEADING BOTH THE CURRENT UK & US MARKETS. FINDINGS SUPPORTED BY THE UK PEN PORTRIAT AND US CONSUMER SEGMENTATION VARIABLES.

URBAN PROFESSIONALS

A D A P TA B L E

GLOBAL COMMUNITY

I N N O VAT O R S SMART

OVER TAXED AND DEBT RIDDEN MOST EDUCATED GENERATION

KEPT BUSY AS KIDS

DIVERISTY

ENTREPRENEUAL AFFECTED BY DIVORCE

JOB INSECUTIRY

SELF- SUFFICENT

PRECEPTION SHAPED BY GROWING UP TAKING CARE OF T H E M S L E V E S AT A E A R LY A G E

F O C U S O N R E S U LT S

CHILDLESS

SPIRITUAL

OPTIMISTIC

SEEK LIFE BALANCE

WORKACHOLICS

STRONG SENSE OF ENTITLEMENT

YUPSTERS

I N D E P E N D E N T

ACTIVISM

F I R S T G E N E R AT I O N T O N O T D O A S F I N A C I A L LY W E L L A S T H E I R PA R E N T S .

C A M E T O A G E I N P E R I O D O F E C O N O M I C E X PA N S I O N

DIVERISTY

NETWORKERS

G E N E R AT I O N P R E S S U R E D B Y PA R E N T S

EAGER YO SPEND MONEY

24

L I K E P E R S O N A L AT T E N T I O N

Born: 1982-2002 Age Group: 8-28

E X T R E M E LY T E C H N O S AV V Y

Born: 1961-1981 Age Group: 29-49

S O C I A L B I LT Y

MILLENNIALS

GEN X

Ansoff Matrix

EXISTING

MARKETS

EXISTING PRODUCTS

MARKET PENETRATION -Increase on seasonal lingerie- enhancing on trend ranges - Offering student discounts online and promotional vouchers through sites like MyVoucherCode.

-Enhancment on their loyalty VIP card/ click and collect sevice either by expanding or improving futher. E.g. delivering a personailsed shopping experience.

PRODUCT DEVELOPMENT

-Expansion on bra categories that reflecting trends. E.g. Active wear, seasonal, occassional.

-R&D to consider new fabric technology to enhance qauilty. E.g. natural fibres and smart materials for all sizes.

-Offering wedding personalised packages that including existing wedding gifts and accessories.

-Offers diverese range of products from nightwear, gifts, bras, knickers, binkis etc.

MARKET DEVELOPMENT Focusing on expanding internationally and into key markets in lingerie e.g.

Europe and North America.

NEW MARKETS

NEW PRODUCTS

-New geographic market: (flagship and pop up stores) potential future expansion into Asia markets to gain more cultural and diverse consumer base, depending on sucess of key market launches.

-Different pricing, trends and special collections for products, so it can appeal to different market segments and their needs.

Collaborating with the fashion industry e.g. bloggers enhance online buzz/ consumer engagement. Also pop up stalls at fashion shows to maxmise awarness.

DIVERSIFICATION -Developing on add on sales such as beauty/ gift products. Including signature frangance, tanners and creams.

-Catering to both female and male. Offering male underwear or creating a Mr & Mrs collections. Opportuntity to win over competitors’ consumers when entering new market.

-Incorporating wearable technology innovations into new product developments E.g. launching active wear with additonal products like health and

25

PRODUCT Fig. 47

PRESENT

Already offering broad range of products from lingerie to swimwear, nightwear, bridal and gifting.

Size ranges catering from 30A to 40H ensuring good fit quality for the majority size ranges for women.

Different styles are available in different ranges- e.g. basic styles in bras to on trend styles and patterns in binkies.

POTENTIAL AREAS FOR DIFFERENTIATION

Offering both tangible and intangible products. E.g. fulfilling basic needs fabric content like comfort and then considering the intangible assets that add value to the brand. This could be a guarantee of the brand’s promise that the product will serve to the stated qualities in properties.

VALUES/ BENEFITS FOR CONSUMERS

Both essential and desirable needs are met. Which makes it easier to make a purchasing decision over other competitors, as the brand would be able to offer more. Also reassures the consumer’s confidence when buying, as they know they are protected from the guarantee and consumer laws.

UK: THREATS & OPTIMISING OPPORTUNITIES

To optimise their online platform in the UK the brand could include more tabs that make it more convenient for consumers who are browsing online e.g. for consumers wanting to make fast purchases.

US: THREATS & OPPORTUNITIES

It could be a good timing for Boux Avenue to update their products when launching in the US, as they could use organic fabrics to demonstrate how they can address environmental needs and provide comfort.

Fig. 48

Fig. 49

Fig. 50

26

VA F

7

PRICE PRESENT

Situated in a mid market- offering affordable prices.

Bras- £15-£40 Knickers- £5 - £16 Bridal- £8- £40 Swimwear- £15-30 Fig. 51

POTENTIAL AREAS FOR DIFFERENTIATION

VALUES/ BENEFITS FOR CONSUMERS

Fig. 52

Fig. 53

Although there is different price ranges, all purchases made in store from small gifts to a whole lingerie set, the customer experience would be made consistent to give consumers a pleasurable and satisfied feeling.

Offering a price architecture that appeals to a diverse consumer base suit individual budgets.

From students to consumers who want to treat themselves the exclusive ranges on pay day.

ACTIVE WEAR: £20+

EXCLUSIVE: £40+

BASIC RANGE: £10-15

Fig. 54

UK: THREATS & OPTIMISING OPPORTUNITIES

In reference to (Appendix 2) the UK survey showed that consumers pay £11-30 for their lingerie.

Therefore, from theses results Boux Avenue could consider offer product ranges that suit different budgets. For example, a basic range could stay in the £30 and under section. But for exclusive and occasion ranges they could anticipate higher price at the £40 price range, as consumers would be willing to pay extra for quality.

US: THREATS & OPPORTUNITIES

Maintaining the similar price range as the UK when entering the US would be more effective. As the consistency and affordability of products will appeal to US consumers, who are showing existing price-conscious behaviour, similarly to the UK. So if the brand were to change their pricing higher, Boux Avenue would be competing with brands like Victoria Secret and La Perla.

With 10% Student Discount

27

Fig. 55

PLACE PRESENT

-Over 25 in the UK and 9 overseas.

-Online distribution and international delivery options.

-Located in shopping centres and on the high street. Including a store in Manchester airport.

POTENTIAL AREAS FOR DIFFERENTIATION

Pop up stores and concessions in department stores could potential increase sales Considering launching m-ecommerce/ mobile app where the brand is more adaptable to consumer’s on-thego lifestyles.

VALUES/ BENEFITS FOR CONSUMERS

Maximising the brand’s positioning will make the store more accessible and convenient for consumers. Expanding the presence of the brand, consumers can expect to easily find Boux Avenue stores in majority cities, rather than feeling the need to travel far to visit the store.

UK: THREATS & OPTIMISING OPPORTUNITIES

Fig. 56

Expand UK stores around the region including UK airports such as Heathrow Airports, and also launch a mobile app to increases brand awareness.

Fig. 55

Fig. 57

US: THREATS & OPPORTUNITIES

Launching a flagship store in a highly populated location in the US, that is positioned close to the brand’s target market.

Concessions within major tourist footfall places like Macy’s and consider international shipping.

Fig. 58

28

55

PROMOTION PRESENT

Student discount, free click and collect Additional services: like VIP loyalty membership.

Online promotional offers TV advertising and side banner advertising online.

POTENTIAL AREAS FOR DIFFERENTIATION

Offering VIP members, one-off promotions such as a day before preview/purchasing option to limited collections. As well as, providing exclusive promotions that are only available to their VIP and loyal consumers.

VALUES/ BENEFITS FOR CONSUMERS

Consistent communication on social media platform or through emails, to inform consumers about current promotional deals and keeping consumers up to date with the brand’s activities.

UK: THREATS & OPTIMISING OPPORTUNITIES

Feeling of exclusivity with the brand can be enhanced through the VIP membership. Where the brand can gain aN effective consumer engagement that influences brand loyalty and differentiation.

US: THREATS & OPPORTUNITIES

Offering exclusive online promotional offers that influence consumers to make a purchase. Where Boux Avenue’s latest promotions are advertised on their social media platforms.

29

Fig. 59

Fig. 60

Fig. 61

PEOPLE PRESENT

POTENTIAL AREAS FOR DIFFERENTIATION

Consumer guarantees on returns/ exchanges.

-Effective consumer handling with consumer service phone lines.

-Provide motivation and happy environment for the staff e.g. New Years parties and progress feedback given.

Consider reviewing products that are selling the highest percentage. Where the brand could contemplate developing a new after-sale support service.

Fig. 62

VALUES/ BENEFITS FOR CONSUMERS

UK: THREATS & OPTIMISING OPPORTUNITIES

US: THREATS & OPPORTUNITIES

After sale support will help consumer’s feel reassured and simplifying their brand choices when shopping for lingerie. As they will be driven to Boux Avenue as they know they can confidently contact the brand if they have any concerns; where the brand is willing to adequate to their needs.

Training strategies for employees in order to ensure consistent contact with consumers can be carried out. Including the level of support after a sale, to ensure added value to Boux Avenue is clear to evident compared to their competitors.

Fig. 63

To improve efficiency in Boux Avenue’s supply chain, the brand should think about having vertical integration. As potential competitors like Hanesbrands are already doing this and where consumers have a better perspectives on the brand’s efforts.

30

Fig. 64

62

PROCESS PRESENT

POTENTIAL AREAS FOR DIFFERENTIATION

VALUES/ BENEFITS FOR CONSUMERS

Free fitting service and positive reviews about consumer service Aims to build a sustainable affiliate programme that helps increase engagement and exposure for the brand identity.

Consistency is key, whether that being the service consumers experience online, in store and when ringing Boux Avenue.

So the brand must ensure it is always putting consumers first in their focus point, ensuring the before and after making a purchase creates an overall effective impressions.

Fig. 65

Meeting consumer satisfaction needs, even after a sale is made. As there is no complicated returns policy, gives consumers the right to feel pleased with the consumer service satisfied.

Fig. 66

g. 63

UK: THREATS & OPTIMISING OPPORTUNITIES

US: THREATS & OPPORTUNITIES

31

Maintaining consistent consumer experience in all UK stores will influence the brand if consumers talk positively through W.O.M to their friends and family. Separate customer service counter to help consumer’s with any enquires or guidance towards making a purchase.

Boux Avenue could consider using the direct / hard selling approach within their flagship store; in order to enhances loyalty.

Fig. 67

PHYSICAL PRESENT

Gift-wrapping: in sophisticated boxes that reflect brand’s essence and giving a luxurious fashion feel.

Packaging is made environmental friendly.

The website physical design uses interactive technology allow consumers to engage and shop while watching a video.

POTENTIAL AREAS FOR DIFFERENTIATION

Boux Avenue should consider offering more than one packaging options such as sizing of bags/ boxes. Also they could provide more personalised experience through the facilities they offer.

VALUES/ BENEFITS FOR CONSUMERS

As many consumers become increasingly concerned about the environment, Boux Avenue are able to reassure the customers that they are doing their bit for the environment in their packaging.

UK: THREATS & OPTIMISING OPPORTUNITIES

To maintain the gift wrapping service as works effectively as USP. Creating sensory experience in store could enhance the service. So that the signature white chiffon fragrance used in their boxes is used inside the store and changing room, as a way of influencing the consumer’s mood

US: THREATS & OPPORTUNITIES

In the US, Boux Avenue could provide a competitive advantage by using a personalised experience that suits each consumer walking in the store.

Fig. 68

Fig. 69

Fig. 70

Fig. 71

32

UK MARKET OPTIMISATION STRATEGY:

:

PP

MENU GET INSPIRATION >> MEN’S GUIDE TO THE PERFECT GIFT >> OUR RECENT CAMPAIGNS >>

OBJECTIVES

MY ACCOUNT VIP

(Objectives are made measurable through the use of SMART)

EXCLUSIVE OFFERS FOR JUST YOU!

MISS B BLOG >>

SHOW YOUR SUPPORT BY SHARING.

SHOP THE NEW COLLECTION >> BECOME A VIP >> INTERACTIVE SLIDE SHOW

Y FOR OTMISPING :

Fig. 72- Photoshop designed

-Developing better consumer relationships by increasing the brand loyalty at 50% by 2016.

-To greaten brand awareness that makes Boux Avenue recognisable by a wide range of consumer ages and also male consumers.

-Aim to be consumer’s first choice destination online for UK lingerie.

-Get a minimum 0f 600,00 downloads of the new mobile app -With 250,000 of downloads being active users that have made purchases and regular engaged with the app.

ING ABOUT GET INSPIRATION >> MEN’S GUIDE TO THE PERFECT GIFT >> OUR RECENT CAMPAIGNS >>

NEW COLLECTION

INTERACTIVE SLIDE SHOW

Reassurances from market data that reveal “rise of mobile and digital helps UK advertising hit highest growth in four years”- Hobbs, 2015.

MISS B BLOG >> Therefore, there is high confidence that the mobile app will be successful, and will allow the SHOP THE NEW COLLECTION >> brand to become digital innovators in the lingerie market and shaping the way consumers can BECOME A VIP >> connect with favourite brands at anytime.

Fig. 73- Photoshop designed

33

PROMOTION PLAN P

AP W E N

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UK

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TIO RA SPI

For iveO THE lGuUsIDEI&FTT >> c x EN’S CTlsG ME FEa R e dNT PE D CE S >> hRiEn N e e R G B U O AI en MP Sc A C . >> TheSS cB eBsLOsG I c MA W NE >

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(The promotion of the app will be advertised through magazines, paid ad banners and on social media pages. ) The App is free, therefore allowing a high traffic to be achieved and greater brand awareness. Appealing to consumer’s lifestyle, the users can purchase items; share links with friends and can seek support 24 hours a day.

34

THE LOCATION: Boux Avenue is already located in areas in the UK that has a high footfall, therefore a similar surrounding environment in the US is vital to maximise the brand awareness. So after researching locations with the US, the ideal location for Boux Avenue’s first flagship store is in New York. New York is a city that attracts high percentage of consumers from tourists and to those who thrive for fashion items.

The store will be located Madison Avenue, NY. Other stores like American Eagle and Agent Provocateur are also located on along this street. Therefore, a new UK lingerie brand such as Boux Avenue could potentially attract their existing consumers in a way that presents the brand in a differentiated position. However, Boux Avenue need to consider the different types of competitors located around Madison Avenue, like La Perla, Urban Outfitters, Victoria Secret, Sugar Cookie, Fruit of the Loom etc.

Fig. 74

TARGET MARKET: Boux Avenue will aim to cater the same demographic audience as they do in the UK, because both markets have a similar generation groups that drive the lingerie market. Although the brand already offers a wide range of sizing that caters target women aged from 17-40. Boux Avenue will need to consider bra-sizing differences when adopting into the US market. And also appeal to the ageing population in the US.

Fig. 75

The USP for Boux Avenue when entering the US will be made consistent to theUK’s brand characteristics.

Where the brand is able to appeal to broad market offering on-trend lingerie at good quality, giving consumers a feeling of sexy but with a touch of British sophistication.

35

Fig. 76

USA MARKET ENTRY STRATEGY: Mode of entry for Boux Avenue will be international franchising. This allows the brand to be supported in keeping in line with competitive data that helps to improve the business.

Currently the brand operation as a B2C disintermediation meaning they sell their products direct to the consumer. But as Boux Avenue plan to market into concession stores in the US like Macys, a wholesaler is required at this point.

Fig. 80

BOUX AVENUE’S OVERALL AIM

To establish Boux Avenue as three-part integrated multichannel retailer, that is positioned on the high street, internationally and through digital devices. Aims will be supported by the marketing strategies throughout the timescale of 2015- 2016. The purpose of this plan is to optimise UK brand growth and capture a differentiated positioning in the US market that enhances on the brand’s USP.

Fig. 77

Fig. 78

Fig. 79

36

US MARKETING AND PROMOTIONAL PLAN: The brand is able to offer a competitive advantage when entering the US, by meeting the consumer demands and keeping up to date with global trends in the market. This will be reflected through the planned introduction of new product ranges that would be launch first in the UK, then at the US flagship launch and available online.

The consumer experience will be made seamless in both the in store environment and online, by providing consistency through each service that is personalised to consumer’s individual needs. Additionally, the new store aims to create a modern atmosphere with the definite air of N.Y. meets Persian chic.

The range planning will include different collections such as: basics, limited edition, active wear and plus size. Other than the brand becoming early adopters of the future trends, Boux Avenue can deliver flexibility in their pricing that suits both the UK/ US consumer budgets. However, taking into consideration about the uncertainty of the current US economy, Boux Avenue will aim to enter the market in 2016 in the mid market that can hopefully influence consumer’s willingness to spend.

CONTROL/MONITORING: The brand will need to meet with suppliers to update visual and carry out data mining, to analysis their progress and implement new changes that will contribute to the brand’s growth potential in the US market. Also providing regular staff training, to ensure a consistent and outstanding consumer service can be provided.

37

Fig. 81

Fig. 82

THE FLAGSHIP LAUNCH PARTY OBJECTIVES -To increase brand recognition from the US target market by 60% within the first sixth months of the launch.

-Aim to gain high traffic on the Boux Avenue website, through the use of ad banners and the US Facebook page.

-To increase profit margins made from new product ranges and aim to see a likefor-like growth of over 30% after a year of the flagship launch.

-Enhancing the brand image, so Boux Avenue can be identified for their USP and as a British lingerie brand.

-Becoming a social business that connects with real consumer bloggers and building effective consumer relationships.

Fig.83

Fig.84

38

Fig.85

86

Implementation Timeline UK

UK

Launch Of The New App

Maximise Social Engagement

More content/promotional posts viaTwitter, Instagram & Facebook.

Increase Promotiona Ads:

US

Launching US Facebook Page -Updating Blog Content

Ad placements in fashion related magazines -Billboards located on the high street & TV advertisments

Regular posts & special collaborations with US bloggers

August 2015

August 2015

March 2016

US

Pre Launch Build Up

(one week coverage) Online social buzz with trending launch topics and competitons.

US Bloggers invited & Special Celeb Guests

Slow progression towards omni-channel retailing, as app wil be available via tablets/ phones

(23rd) March

2016

UK

Range Planning Launch

New product ranges will be available to buy in store and online.

September 2015 April 2016

November 2015 May 2016

US

International Shipping

Boux Avenue’s website now allows shipping in over 12 international countries including North America.

Late November

2015

July 2016

US

US

Launch Flagship Party

US

Mointoring First (2wk) Sales data of the agship store.

Contacting suppliers update trends or supply more products.

UK

Open More Stores inclu ding Birmingham Airport.

Launch Concession Store into Macys

Dependent on if high sales are evident and good brand awarness in the US.

39

9

CONCLUSION The purpose of the promotion and marketing plan for UK is to strengthen their current positioning where it can become a stabled brand loved by diverse range of consumers. The aim of the US plan is to ensure when launching into New York with a defined market entry that maximise Boux Avenue’s global growth potential.

Not only does the UK and US promotion and marketing plan emphasise on the brand’s competitive advantage and USP. Also the opportunities demonstrated in the report, indicates how Boux’s Avenue could potentially take market lead by implementing the stated strategies that will meet the current consumer’s needs. While taking into account any influences that affect the target market e.g. the economic situation in both the UK and US. The strategic timing of each strategy (shown in the implementation timeline) is crucial in ensuring the brand can achieve their aims accordingly and take full advantage from the opportunities. By continuous monitoring business areas like staff training, will make sure Boux Avenue can prevent any implications that could affect the brand’s aim and objectives.

Fig. 79

40

Appendix 1: Sample Consumer Interview (Andrea Porter, 34) Q1. Have you heard of Boux Avenue before?

A. Yes Q2. Where did you hear about the brand?

A. I wandered into the shop one day while staying with my Mum and I was hooked!

Q3. Do you follow any of their social media sites? Y/N. If so, which ones?

A. Yes, just Facebook Q4. Would you buy other products other than Bras/ Knickers, from Boux Avenue?

A. I have some of their pyjamas so yes Q5. What are your views of Boux Avenue?

A. I love this shop- they're fab and always so helpful. I look forward to going to places that have a Boux Avenue store to visit!

Q6. Would you recommend Boux Avenue to others, after visiting the store?

A. I would definitely recommend!

Q7. What makes a good customer service for a lingerie shop in your opinion?

A. I don't like to be overly bothered- I know what I like and that's what I buy. I don't like being coerced into buying stuff I don't want/need. However I'm disabled and sometimes I need assistance so it's useful if help is available if I need it.

Q8. What was the service you experienced after getting professionally measured?

A. I was measured at Ann Summers but the service there was excellent.

Q9. What are the main attributes you look for when buying new lingerie?

A. Price, style and whether it fits with the reason I'm looking for it. I buy knickers because I like them, but I only buy bras for a specific reason.

Q.10 What kinds of problems have you encountered when wearing your current bras?

A. I’ve had a big clear out of bras so I only keep the ones that actually serve a purpose so no issues really.

41

Q11. What is your favourite piece of lingerie that you own? And why?

A. I don't have a favourite as such, my bras are functional rather than pretty. I have lots of favourite knickers though- most of my knickers are from Boux Avenue and are their Boux Boxers. I have a baby blue pair with 'cheeky' on the back in pink glitter which I love- that's me all over!!

Q12. Where do you normally see advertisements of lingerie stores?

A. On the Internet or social media.

Q13. Are you fashion conscious? If so, how do you keep up with fashion?

A. I like fashion but I wouldn't say I'm fashion conscious really.

Q14. When buying new underwear what do you tend to go for? E.g. styles/ type A. Unless for a special reason bras are t-shirt bras and knickers are Boux Avenue Boux boxers- I stock up when I can get to a branch. I also like elasticated comfort bras- the ones with no hooks.

Q.15 Are you more interested in new collections or promotional offers?

A. Probably promotional offers as I'm on benefits and have limited money to spend.

so it's

42

Appendix 2: Online Survey

1

4

(49 respondents)

2

5

3

6

43

3

7

9

8

10

44

Appendix 3: Basic Hierarchy of Fashion. Posner, H. (2011)- Marketing Fashion

Haute Couture

RTW Designers

High Street Fashion Functionable

Value Retaliers 45

5

Appendix 4:

UK COMPETITOR ANAYLSIS

-Attempted to rebrand in 2014 in order to improving brand perception and driving growth. E.g. the use of technology marketing -The brand offers 3 different channels: from high street, online and to exclusive Ann Summer parties -Has previously used celebrities in advertising campaigns, like Kate Lawler and Nancy Sorell -However, advertisements can be seen as more erotic and controversial

-Appeals to older women more, as the brand sells products such as sex toys.

-Aims to cater for 17-30 aged who want to feel sexy and girly. And those who do not mind spending more money on products that is not seen as an essential.

-Pricing: fairly high compared to other high-street stores: £20-40 -However, customer service lack not approachable -Most products were made in countries, that are known for their poor working conditions

-When another brand in the market is seen struggling with their internal profits, it can potentially become a positive influence for their competitors. For example, Boux Avenue can use this as an opportunity to gain a competitive advantage over Ann Summers. Boux Avenue could use this opportunity as a perfect timing to launch a new collection.

USP: Well- known UK lingerie retailer, with a long history.

Offering on-trend quality and appealing classic designs.

-M&S is a major British retailer with over 840 stores in 30 countries. 285 internationally].

-Known for being the 43rd largest retailer and largest UK clothing retailer for 2008 -Previous collaborations with designers included Joseph Core who also owns Agent Provocateur

-Core consumers are 40+ due to their brand history of loyalty in the older generation.

-But still tends to attract broad demographic from 18 onwards who seek value for money.

- Variety of products such as shape wear, plus size, post surgery etc.

-M&S own labeled brief collections seem to be a best seller, offering basic, glamorous, feminine , fun ranges. Also their cotton bras are popular among consumers.

-Price ranges: £6-£33.

USP: Fashion focus but incorporating their high quality in their designs.

-First opened in Dublin in 196.

-It now has over 136 stores in the UK and few more in Europe.

-Convenient and accessible multiple chains as it is spread across UK towns.

-Primark offers essential items consumers demand all year round.

USP: -Everyday basics in affordable multi-packs.

-Ability of offer fast fashion and similar styles to higher end

“Lingerie brand Ann Summers has reported a full-year pretax loss of 3.6 million pounds (5.4 million dollars) against a pre-tax profit of 1.7 million pounds (2.5 million dollars) in the previous year.”- Singh, P. (2015)

-M&S have been effectively addressing social trends that tend to also affect the same consumer base as Boux Avenue.

Recent Campaign in 2014, celebrated positive body image with ‘Style has no size’.

-”One in three women in the UK wears Marks & Spencer lingerie, another well-known strength.” Republic, B. (2015) -This can have an negative impact on Boux Avenue, in terms of maximising their UK potential and presence. As M&S is a big dominator in the UK market and has a 26.5% market share.

-Appeals strongly to young teens in their 20s due to their price ranges appealing to consumers with lower incomes.

-Large consumers base with diversity of ages and background cultures.

-Unorganised merchandise which looks overcrowded.

-Poor customer service, making the retailer more of a fast purchase choice.

-The underwear and swimwear range offers a comprehensive choice of styles, sizes and colours; such as bigger cup sizes and co-orientated style. -But has a poor fabric quality with a short life span.

-From conducting the survey (Appendix--) it is clearly evident to see the consumer’s preferred choice to buy underwear was Primark as consumers in the UK are high price sensitive. And some women can see lingerie as an everyday mass item, rather than aesthetically appealing.

-Therefore, influencing consumer’s buying behaviour so in order for Boux Avenue to optimise their brand potential in the UK, they should consider maintaining their affordable prices but also offer different product ranges that cater to various consumer budgets.

46

Appendix 5:

US COMPETITOR ANAYLSIS -Hanesbrands Inc. is known as a leading marketer that covers board segments such as innerwear, outerwear and hosiery apparel.

-The brand has a strong consumer base, due to the numerous brands they own. Brands like Champion, Maiden form, Hanes and WonderBra all contribute to the overall brand success that allows the -Hanesbrands achieves a large 50% mass merchants sales in the US market. The US market seems to be driving the brand further with the help of the brands being sold in stores like Wal-Mart and Target .

-Other than appealing to the US market, Hanesbrandsz are an international brand targeting key markets such as : Mexico, Europe, Canada, Brazil and Japan.

-Polo Ralph Lauren and Hanes take the leading role as an manufacture for the men’s and kids underwear.

-JMS (Just My Size) is another brand that enables Hanesbrandz to boarder their consumer market as they offer casual apparel for plus sizes.

Over 950 stores in the US. Aerie that own the lingerie segment of American Eagle standalone in over 100 stores The brand’s third party operators control 15 of American Eagle stores As well as this, the brand offers online service in 80 countries worldwide.

Ultimately becoming the brand’s driver for success because they are able to become a multi-channel retailer that appeals to a wider audience on a geographical scale.

Pink- has over 745 retail stores in the UK/ Canada.

La Senza- is a major Canadian retailer for women’s apparel and lingerie , although the brand does not have a sexy appeal to the brand much as Victoria Secret does. It does however offer high quality merchandise at affordable prices.

La Senza has over 140 stores in the UK, Middle East and as well as in other countries.

USP: Vertically integrated manufacturing chain enables the brand to offer fit quality and functionality that consumers desire in brands.

Innovation is the brand’s competitive advantage being their main strength.

For example, the comfort blends in their underwear and the growth in their active wear market has been influenced by their fabric innovation and their efficiency within their supply chain.

Consumer: Cater to a diverse range of consumer base on an international level. Appealing to families, women and men.

Target consumer who demand good quality in mass and functional items where they can trust the brand for their exceptional product qualities.

The blog for Aerie and the campaigns they support has influenced their USP. Because they are able to be a fashion driven retailer that delivers high quality and on trend items at affordable prices.

In New York, American Eagle has recently supported a young teen entrepreneur where a limited and exclusive selection in their lingerie called ‘ Yellowberry’ was launched.

Direct competitor is Gildan, who also has a vertically integrated supply chain and are known for their active wear qualities that caters for families.

Other competitors include chains in the US like Jockey, Fruit of Loom, Warnaco, Gap and Victoria Secret.

Although their competitors offer different price ranges, theses brands seem to all make consistent profits.

Aerie competitors are Pink by Victoria Secret, as they target to the teen market and also have an online platform.

Expected to increase the revenue and operating profits to 11% & 14% in 2015.

However the influence of the stronger dollar value versus the Euro currency is likely to have a negative impact of $230 million.

Over the next five years Hanesbrandsz could see a 5% (average) annual revenue growth and also a 9% (average) adjusted operating income growth.

Reports for 2015 first quarter as strong, with a 7% comparable sale growth.

However, 2014 saw a $33 million loss on assets in the third quarter which contributing to stores closing down, even with 2 of the aerie stores to shut down.

As the brand offers a range of sizes from 30A- 40DD. it helps consumers of all sizes to gain a ‘feel good from the inside and out’ factor that deals with social issues in young teens such as body confidence.

Campaigns like #aeriereal helps consumers feel connected to the brand on an emotional level by bringing the philosophy of “the real you is sexy” -to life.

La Senza- the brand also run La Senza Girls which caters to 8-14 years, but their main store appeals to 18-35 aged women.

As well as Victoria Secret, Pink is also owned by LBrandz. Therefore both brands have a influence on a wider demographic market, as Pink caters to collage females aged 18-21.

Whereas, Victoria Secret offers ranges such as Angles and Very Sexy that appeal to a mature consumer. The competitive advantage this brand has in the industry is they are able to be a lifetime brand that females desire to become apart of.

The young consumers that shop at Pink are able to become loyal to the brand and are more likely to grow up shopping at Victoria Secret that caters for older sizes than teens. Victoria Secret is able to create a special shopping experience whether this be for their existing consumers or for the consumers who cannot afford their products. Therefore the brand’s strength is that they can meet the aspirational needs of the public.

Competitors for Limited Brandz include: American Eagle, Gillyticks and Abercrombie Fitch due to the brands attracting the youth market that desire the latest fashion trends.

Pink- 3% increase to their net sales of $10.8 billion compared to the pervious year 2013.

LBrandz’s international sales resulted overall to $1.12 billion (stated in their fiscal 2014) due to their partnership with M. H. Alshaya who are also a popular franchise partner for American Eagle.

Consider consumers being affected by economic downturn as consumer may then anticipate on low prices, meaning they are more willing to switch brands and are extremely price conscious.

Difficult for brands to try reduce their prices and save costing in their manufacturing process as it will affect brand’s profits.

Potential threats to Hanesbrands’s vertically integrated (supply chain) ,as could be exposed to risks such as: political relationships, trade laws, taxes, cotton prices, shipping costs, increase in energy etc.

As the brand is responding to personal social trends within the young market, it because a negative impact for an brand that is thriving to enter the US market as the consumers that struggle with the body confidence will already be drawn to the loyalty of American Eagle. Rather than, trusting into a new brand the US consumers are going to trust and feel confidence in a brand with a strong US heritage. Therefore, to minimise this impact for Boux Avenue other than contributing in social media campaigns that gets body positivity trending, the brand should offer products such as, active wear that encourage a health conscious attitude from consumers.

The Victoria Secret’s aims for the future is to blossom as global brand that is worth $10 billion.

However the global finance crisis its manifesting a decline within the consumer’s confidence and is having a negative influence on growth.

VS- grew to 20% in net income due to the high revenue and lower costs contributed to their positive progress, even in the dip circumstances from 2014

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Fig 77 Sharon, D (2015), Trend Lingerie [photography]. At Boux Avenue Birmingham Store

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London: Kogan Page

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