Pretty Green marketing plan by tessa jones

A Pretty Green Marketing strategy and planning report. By Tessa Jones N0733021 3223 Words

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

T.S jONES

Contents 6

Introduction

About The Brand

Brand Vision And Mission

Brand Essence

Brand Health

20 Social Media Audit 22 Competitor Analysis 24

SWOT Analysis

28 UK PEST Analysis 34

USA PEST Analysis

36 USA Market And Consumer 38 Ansoff Matrix 40

Positioning Map

Consumer Segmentation

Strategies

Endorement

Festivals

50 Stores 54

Collaboration

58 Conclusion

Introduction The purpose of this report is to develop a marketing and communication plan for Pretty Green as they launch into the USA. It will explore the challenges and opportunities the brand will face when optimising its global potential in the USA.

Methodology A combination of primary and secondary research was compiled to create this report. The research objectives were to determine the brandâ&#x20AC;&#x2122;s strengths and weaknesses, to gain perceptions and thoughts on the brand and to gain a better understanding of the UK and USA market. Primary: Face to face interviews with members of staff from Pretty Green stores were conducted to gain better insights about the brand and how they operate. Insights about the brandâ&#x20AC;&#x2122;s consumers and their buying habits were discovered from these interviews. Short face to face interviews were conducted with random members of the public to determine what their perceptions were of Pretty Green, this was used to determine what their brand perception was. An online questionnaire was also created to get insights into who Pretty Greenâ&#x20AC;&#x2122;s consumers are, what perceptions they may have of the brand and what marketing strategies they prefer. 100 people responded to the questionnaire, varying in age and socio-economic background.

Secondary: websites such as WGSN, Mintel and Euromonitor were looked at to back up points from the primary research. Journals and magazines articles were also looked at to gain better insight into the brand and their history. Social media platforms were also looked at.

Who Are The Pretty Green?

About The Brand Pretty Green is a British menswear brand. Created in 2009 by Liam Gallagher, former frontman of the band Oasis. Gallagher noted that there was a lack of clothing he wanted to wear, so he set about creating a line of clothes that he wanted to wear. Initially he stated that it’s clothes he likes and if you don’t like it that’s fine. The clothing would have classic silhouettes with mod and 60’s influences, it would look smart but not preppy. Creating classic clothing with a twist. The brand is named after a track by the band The Jam. Pretty Green unites people through the love of music and fashion.

2009

Pretty Green Launches

2010

Stores open in London, Manchester and Glasgow Winner of Drapers meanswear brand of the year award

2011

Collaboration with Paul Weller

2012

Pretty Green launch in Japan

2014

Launch of the dessert boots

2015

Pretty Green work with Gibson Guitars. Expanded in Japan

2016

Launch Hendrix collection

2017

Launch Beatles collection

Brand Vision And Mission The purpose of the brand is to deliver quality clothing and unite people through the love of music and fashion. Pretty Green arenâ&#x20AC;&#x2122;t afraid to try new things as a brand, they are willing explore new options with talks of starting a womenâ&#x20AC;&#x2122;s wear and childrenâ&#x20AC;&#x2122;s wear range and even launching their own fragrance. Although none of them have been created, the brand see themselves expanding into different categories over time. There are no limits to where this brand can go, the brand has already expanded into many countries, such as Japan, and see themselves growing even bigger. The mission is to inject something different into the menswear market and create pieces for men who want to dress sharp and take pride in their appearance.

“If you like it get it on ya, if you don’t, you don’t” Liam Gallagher

“If we’re going to do something, we’re gonna do it proper, we’re not like all them fashion designers” Liam Gallagher

Brand Essence Liam, doesn’t want to create any clothing he wouldn’t wear himself. He knows it will be a niche brand. The garments are high quality, and the designs should show that. The clothing should spark an emotion, or a memory. It should evoke British heritage and music culture of the 60’s and 70’s. There is a specific look and feel to the clothing and the brand know it’s not going to please everybody. The brand isn’t going to design skinny jeans or pointed shoes, because that’s not the look Liam likes. It should feel classic, but with a twist. It’s not fast fashion and for the masses. The brand offer clothing for men who a have an interest in fashion.

Brand Health Sales Group sales increased by 15% from 2015-2016 Total revenues were £22.7 million in 2016. Yet, there was a loss of almost £1million. In July 2017, the brand had a cash injection of £11 million, this was to be used to increase brand awareness. 2017 accounts aren’t available until Mid June 2018.

Menswear Market Mintel estimates that the men’s clothing market grew by 3.5% in 2017 to reach £15 billion, as sales of menswear outperformed sales of womenswear. A quote from mintel states “This market has been largely fueled by athleisure, which appears to be less of a trend and more of a growing way of dressing” showing how this trend doesn’t seem to be disappearing any time soon. The sports fashion market has continued to grow, driven by a trend towards casual dressing, as it has become commonplace for people to wear sportswear to work and out in the evening. Menswear retailers have responded to this by launching dedicated sportswear collections, with boohooMAN and Burton both creating activewear ranges in January 2018. Pretty Green haven’t responded to this trend, but still managed to grow sales by 15% in one year which commendable. Spending on menswear advertising grew modestly, rising by only 1.2% in 2017 to £19.5 million. [Mintel, 2018] Pretty Green had a cash injection of £11million to increase brand awareness, they could use this money to advertise the brand. In 2017, current price spending per head grew by £589 when compared with 2016, an increase of 3.1%. Yet, Consumer loyalty has weakened due to increased mobility and easy accessibility to product information. Thus, consumers are increasingly shopping around for the best deals [Santandertrade, 2018] Pretty Green could boost sales by offering better loyalty rewards, this can help retain loyal consumers 39% of male shoppers have delayed buying clothes in the last 12 months to see if they go on promotion. Men are more likely than women to be prepared to spend more on quality clothes that last. This all highlights a growing trend among men for purchasing quality and timeless clothes that will last. [Mintel, 2018] This proves to be good for the brand as they offer quality clothing for men.

Brand Health Usage and Awareness To establish what the brand’s health is, questionnaires were sent out to both male and female participants varying in age and socio-economic background. The data from the research revealed that 22% of people asked had heard of Pretty Green [Appendix 4] Yet, only 1% had bought from the brand [Appendix 5] The survey also identified that 95% hadn’t heard or seen Pretty Green’s marketing [Appendix 6] This shows that Pretty Green’s marketing isn’t reaching a large audience. Currently, the brand uses online banners, pop up adverts and social media and a feature adverts in various magazine to market themselves. They also heavily rely on word of mouth to spread positive reviews and spread brand awareness. If people are unaware of the brand it could prove detrimental to the brand and their sales. Despite this, the brand still had a turnover of £22.7 million in 2016. However, speaking to members of staff instore revealed that not many people were aware of the brand, if store assistants told their friends about the brand they stated that they hadn’t heard of it. Though, store assistants stated, the customers that shopped at Pretty Green were very loyal customers. Some customers would travel from store to store to shop ranges that they didn’t have in their local store. They also stated that once customers had entered the store and browsed, they appreciated the feel to the store, many thought the store was well laid out and had a cool atmosphere, making them feel welcome and wanting them to visit the store again. Again, the assistants added that many customers were fans of Liam Gallagher and Oasis, therefore they took an interest into the brand and then became brand loyal. Gallagher fans were the brands original target audience Staff also revealed that they found many women showing interest in the brand and buying clothing. Customers would note that female shop assistants would have to wear the clothing as a part of their uniform, therefore it encouraged them to buy the men’s clothing for themselves.

Perceptions When talking to participants about Pretty Green that were brand aware and their perceptions of the brand, many stated that they thought the brand was cool, young, classic, Hippie, mod and 60’s and 70’s rock inspired. Some people who weren’t aware of the brand believed that the brand would be an ethical brand, just from hearing the name alone. All believed that the clothing and the brand were inspired by the mod movement and inspired by music. Many appreciated the many collaborations with bands and thought they were cool, yet many wouldn’t buy the items, as it wasn’t to their taste or it was above their price range.

Social Media Audit

104K 144K 194K 6.6K These numbers are relatively high. The brand posts regular content on social media, but it’s not engaging. Consumers may notice the images and posts, but post generally don’t get the consumer to engage with the brand. They aren’t asking opinions or questions, therefore, denying the consumer to feel connected to the brand. Each store has its own twitter, these accounts post regularly, allowing consumers to know what new products have been added to the store. They also post staff’s favourite clothing items, this proves to be popular with their followers. The brand doesn’t utilise Snapchat or Pinterest, this may be due to the fact it might be more difficult to reach their target audience. The brand may chose to focus on other social media sites instead, as they have more reach.

Recommendations YouTube seems like an after thought for Pretty Green, yet utilising this could earn them loyal consumers. A study by Ypluse found that 31% of their American participants trusted YouTubers opinion the most over news anchors, talk show hosts and movie stars. This is due to the fact they see them as friends and trust their opinions, they especially find Youtubers most trustworthy with their fashion recommendations. They found participants would rather take style advice from vloggers than from fashion shows. 27% claimed they had tried a new fashion look/style becuase of an online influencer. Pretty Green could create fun content for their followers, they could create lookbooks, they could work with other youtubers or bands and collaborate on videos. They could also have competitions for their followers. Interviewing bands might be another option for content, they could ask about fashion adivce and ask them to pick their favourite pieces from a certain range and ask how they would style it. They could offer exclusive deals or offer for social media followers. They could open the diologue up between the consumer and the brand, by creating engaging content. Consumers like feeling like they are a part of something, by letting them engage with the brand they feel heard and they feel connected to the brand.

Competitor Analysis Fred Perry

C.P Company

Paul Smith

Music influence

Blend of streetwear and sportswear

Function and Use.

Geometric and futuristic designs

T-shirts, Parkas, Shirts

Polo Shirts

Polo Shirts, Hooded Jackets

Shirts, Knitwear, Accessories

Social media following

Instagram-144k Twitter-104k Facebook-194k

Instagram-411k Twitter-65k Facebook-1.5m

what markets are they selling too?

UK, Japan and ship abroad

Pretty Green

USP

Popular items

Instagram-221k Twitter-156k Facebook-866k

15+ countries including USA and Australia

Europe

20+ countries including USA

Young men and women upper-middle class

Men 25 - 35

Men and Women 3045

£27-£425

£55 - £120

£85 - £595

£55-£1,500

Polo Shirts£45-£80

Polo Shirts£65 - £95

Polo Shirts£90-£120

Polo Shirts£60 - £150

Men 20+ Target music fans Consumer

Price point

Instagram-125k Twitter-19k Facebook-157k

These are Pretty Green’s primary competitors in the UK, Fred Perry and Paul Smith will also be two of the brands competitors in the USA market as well, as they have already entered that market. The product range that all three brands offer are similar to Pretty Green’s. The price points are fairly similar with C.P Company and Fred Perry being the closest in range. Pretty Green start at a lower price point, which could be seen as an advantage. Fred Perry and Paul Smith both offer womenswear as well as children’s wear, whereas Pretty Green limit themselves to menswear. Although Liam has spoken about creating both children and womenswear ranges in interviews. Paul Smith also offers Fragrances, which Pretty Green do not. All three brands target men who are over 25. Paul Smith target men 30-45, where as Pretty Green target 20+ but their secondary target consumer could be in this age range. All brands target men with a middle to high income, this is evident from the prices they charge for their products. Pretty Green beat competitors Paul Smith to a Drapers award within their first year of launching their business, proving they are making themselves known within the industry. All brands use social media to help promote themselves. Paul Smith and Fred Perry use traditional print campaigns for their new collections. These feature in men’s magazines and online. C.P Company don’t appear to do this. Pretty Green may advertise certain collections in magazines like QG, but this isn’t a regular occurrence. Liam speaks to many media outlets to promote the brand. The brand also give away tickets in connection with certain magazines like GQ to different festivals to promote their new festival range. All brands have flagship stores in the UK, Pretty Green with 13 stores , Fred Perry 8 C.P Company 1 and Paul Smith 21. All have stores in London either on Carnaby Street or in Covent Garden. Therefore they are direct competitors in London as they all have stores located very near each other. They all have online stores as well, but none of them have their own app available, Pretty Green could be the first out of these brands to create one to be ahead of the game. The other brands have been established longer than Pretty Green this could mean they have competitor advantage.

SWOT ANALYSIS Strengths . Well known owner of brand . Have big investors in the brand . Have already collaborated with well known artists . The ability to be able to collaborate with other musicians and brands. . Garments are well designed and well made . Have loyal customers

Opportunities . Women’s market is worth £22.8 billion in UK . Brands utilising social media to boost sales . Concern over sustainability, can Pretty Green do more? . Can Pretty Green tap into the athleisure trend?

Weaknesses . Seen to be a lack of advertising . Only Menswear . Not turning over a profit . Not many people have heard of the brand . Some men are put off by the paisley print. . People have preconceptions of Liam Gallagher . The price point could put people off^ . Consumers may not like the collaborations with certain bands . Problems with mobile online store

Threats . Brexit has already lost the brand £1million. . Athleisure trend has become more than a trend and become a part of our lifestyle. This could affect Pretty Green. People like a more relaxed style.

. Consumer want transparency with brands.

SWOT CONTINUED Strengths Pretty Green have the ability to collaborate with many bands which seems to be popular, this is a great way to reach a new audience. Where the brand used to appeal to Liam’s fans they can now reach other music lovers. The brand is lucky to have big investors, they recently received a cash injection of 11 million by investors to help market the brand. Speaking to Staff in store, they will always boast about how their consumers are brand loyal, they stated not many people might have heard of the brand but once they start to shop there, they stay brand loyal. Brand loyalty is hugely important in the success of a brand. Weakness 95% of consumers surveyed claim they have never seen Pretty Green’s marketing campaigns. Marketing is a vital role in a brands success, if target consumers aren’t seeing the brands efforts they aren’t going to see an increase of sales, and will lose money from the unsuccessful advertising. Talking to some consumers they said they had trouble browsing the store on their mobile devices. These are areas they need to improve. The brand will depend on getting online sales, many consumers will be put off, if the site doesn’t work correctly. “With an over-abundance of mobile payment solutions already available globally, consumers will expect fashion companies to cater for increasingly convenient mobile transactions” [BOF,2018] Opportunity The women’s market is significantly larger than the men’s, Pretty Green could launch a women’s wear range. Staff members mentioned how more women are coming into store and making purchases for themselves. This shows there is a demand for a women’s range. Pretty Green need to establish whether tapping into the athelisure trend could increase sales, yet if they did this would it dilute their brand essence. Threats The threats are listed in order of how likely they are to affect the brand. Brexit has already affected the brand, it is still unknown how future deals with the UK and the EU and the USA, are going to go, therefore it could cost the brand even more.

UK PEST

POLITICAL

Economic

Pretty Green claimed they earnt a total of £22m in 2016 but still failed to turn a profit, the brand blamed the loss on the EU referendum which saw the value of the pound collapse. The results for the year were impacted by an unexpected increase in production costs caused by currency rate movements around the EU referendum [Mirror, 2017] “ Brexit vote had already slowed the UK economy and he pointed out that the country is now among the worst performing in the G7, having been the best performing prior to last year’s referendum” [Independent, 2017]

Business investment has fallen in the first quarter of 2018, and the UK only grew by 0.1% “The weakest household spending for three years and falling levels of business investment dragged the economy to the worst quarter for five years, official statisticians have confirmed” Richard Partington [Independent, 2018] “Weak household spending and business investment are both factors directly related to the country’s vote to leave the European Union’’ MP Layla Moran [ Independent, 2018]

Social

“Athleisure has become a lifestyle as consumers are increasingly looking after their health, fitness and appearance. Consumers are increasingly embracing sportswear as daily clothing, which they match with fashionable items. Apparel and footwear designs are becoming more sophisticated and look more like day wear” [Euromonitor,2018] Pretty Green offer a range of garments but they don’t necessarily fit under the athleisure umbrella. The brand could tap into the athleisure market, yet still add their unique twist on the concept to the products and still attract their niche following. This could increase profits and attract new consumers Fast fashion gained even more popularity in the UK during 2017, “The fact that fast-fashion players often offer clothing and footwear for the whole family also gives them a competitive advantage over other players” [Euromonitor,2018] This can prove to be a problem for Pretty Green as they only offer menswear and can’t compete with the amount of ranges that fast fashion high street stores like Primark put out. Yet, it was found that men more likely than women to be prepared to spend more on quality clothes that last. This all highlights a growing trend among men for purchasing quality and timeless clothes that will last. [Mintel, 2018] Which is good for Pretty Green as that is what the brand pride themselves on offering.

Technological

AR capabilities are now available on over 300 million phones worldwide and it will be up to 1 billion by the end of 2018, especially as Google’s AR software, ARCore, comes online[BOF, 2018] Augmented reality is being adopted by many brands, especially beauty and fashion brands. Brands like Gap are using this technology to allow consumers to be able to try on clothing According to a survey of 2,000 UK shoppers by Longitude on behalf of Barclays, 52% of shoppers have said they would be more likely to visit a store if it offered AR. Pretty Green could look into investing in developing AR in their stores or on their website. If they used it on their website, it could generate new consumers, as many consumers prefer to shop online, but would find this technology useful, helping them make decisions when buying, and many consumers like to try something new, such as this technology.

The US Market

USA PEST

Trading deals between the USA and UK have yet to be reached after Brexit meaning it could fare badly for UK brands in America. Pretty Green could face consequences when launching in the USA.

POLITICAL

Economic

Consumer spending accounts for more than two-thirds of U.S. economic activity. The American consumer is very open to buying foreign products and product supply in the country is rather diverse. American consumers tend to be relatively well-off and highly diverse in their interests and tastes [Santander trade, 2018] Knowing that consumers are still spending and buying foreign products proves to be good for Pretty Green. America in 2018 is enjoying faster growth, low unemployment, record numbers of job openings and a stock market near an all-time high [Washington post,2018]

Social

Technological

Bricks-and-mortar stores remain the preferred destination for consumers of apparel and footwear. Many consumers want to see and try products before purchasing, with fit, size and quality remaining key criteria. They also prefer to shop in physical stores because they can immediately bring purchased items home [Euromonitor,2018] Pretty Green need take this into consideration when moving into the USA market. Brands that utilise social media correctly can increase brand awareness, engage with their followers/consumers and boost sales. Yet, there is a distinct difference between the two countries when it comes to business use, with only 40% of UK small and medium-sized enterprises using social networks compared to 81% in the US [Cadence, 2017] Instagram is launching shoppable posts as it looks to create a â&#x20AC;&#x153;seamless experienceâ&#x20AC;? for retailers. Instagram has already seen positive results in the US with one brand increasing its revenue by 8% thanks to the feature. [Marketing week, 2018] Our survey revealed that 88% of believed social media was the best form of marketing. Pretty Green need to strategise what forms of social media they want to utilise when moving into the USA market, this will help build brand recognition and gain them loyal followers.

USA Market and Consumer Consumer spending accounts for about 70% of the U.S. economy. What Americans buy is divided into two major categories. First, thereâ&#x20AC;&#x2122;s spending on necessities such as food, housing and clothing. Second, thereâ&#x20AC;&#x2122;s discretionary spending which includes the buying of non-essential goods and services. [Investopedia, 2017] Apparel and footwear experienced slow retail volume and current value sales growth in 2017. The industry struggled to overcome headwinds, such as unseasonably warm weather, a rapidly changing retail landscape and a growing consumer desire for experience. Winter apparel like jackets and coats and jumpers saw sales declines, while suits and skirts also underperformed due to the popularity of everyday casualwear. [Euromonitor, 2018] Sportswear remained a key driver of apparel and footwear sales in 2017. Fitness participation and health consciousness are on the rise. With a vast demand for athleisure, consumers are increasingly wearing performance and sports-inspired clothing and footwear for daily activities. Also, the relaxation of dress codes has played a huge role in the rise of sportswear. While it has become socially acceptable to dress casually, the adoption of soft, stretchy materials has been prevalent. [Euromonitor, 2018]

USA Market and Consumer While more consumers prefer to spend their disposable income on experiences, they are reassessing their priorities. This is leading to major shifts and the emergence of a new consumerism featuring sustainability, simplicity, thrift and authenticity. Environmentally-friendly consumers are willing to buy less clothing in favour of higher-quality pieces or items with ethical/environmental credentials. Bricks-and-mortar stores remain the preferred destination for consumers of apparel and footwear. Many consumers want to see and try products before purchasing, with fit, size and quality remaining key criteria. They also prefer to shop in physical stores because they can immediately bring purchased items home. Meanwhile, with the growth of digital-savvy consumers, online shops have become popular. Consumers enjoy internet retailing because online shops tend to offer the best prices and widest product variety as well as time-savings. The menswearâ&#x20AC;&#x2122;s market share is growing as menâ&#x20AC;&#x2122;s perception of fashion changes and they invest more time, effort and money on grooming and appearance. In addition, the expansion of menswear collections by leading specialist retailers will continue to support sales. [Euromonitor, 2018]

Ansoff Matrix

New Market

Existing Market

Existing Product

Market Penetration

Product Development

New Product

Market Development

Diversification

The Ansoff Matrix is a strategic planning tool that allows a business to devise new strategies to allow growth for the future. Market penetration has the least risk for the brand, as they would take their current products, or a select range of their products and start selling them in a new market aka America. The USA menswear market is said to have a steady growth for the upcoming years, therefore Pretty Green should take advantage of this. Following the success of launching in the USA market they could then look again at the Ansoff Matrix and devise new strategies. Pretty Green could then consider product development, such as developing their own hair care and styling range for men. As they are targeting men they could offer them these product to complete the Pretty Green look. Most campaigns feature men with a styled hair look, men who are buying the clothes may want to get the hairstyle to, therefore, the brand could offer these products to create the whole look, styling head to toe. With enough research and enough consumer interest, the brand could look into developing diversification strategies, such as creating a womanâ&#x20AC;&#x2122;s collection. This is seen as being one of the riskiest development strategies as it means venturing into a new market with a new product. Women have shown interest in the brand and are already purchasing from the brand, with some more research and consumer insights there is nothing stopping the brand from trying to pursue this strategy. This would be lateral diversification, as they would be selling new products to new consumers, this could increase the brands profits as the womenswear market is much larger than the menâ&#x20AC;&#x2122;s especially in the USA.

INNOVATIVE

CONSERVATIVE

NICHE

MASS MARKET

Positioning Map Pretty Green’s Primary competition are Buck Mason and Freenote Cloth. All three brands position themselves in the mid market range. Although both competitors are fairly new both starting in 2013, both brands have flagship stores across the country, with Buck Mason having four. Both brands only offer menswear just as Pretty Green do. Freenote Cloth pride themselves on offering the best quality clothing just as Petty Green do. And Buck Mason offer “We design updated, modern American classics for daily wear” which is similar to Pretty Green’s offering of updated British classic looks with a twist. Yet, the brand differentiates itself from its competition as they also are the only brand to offer clothing inspired by music and music culture of the 60’s and 70’s and beyond. When Pretty Green launch in America they need to really let consumers know that this is their niche and this is what sets them apart from the competition as well. The secondary competition in America is Vineyard vines, Lacoste and Fred Perry. All four brands sell similar menswear items, with polo shirts and t-shirts being their best-selling items. All sell at similar price points to the brand. Pretty Green differs from the brands as they are the only brand that offers menswear exclusively. As all three brands are well established in America therefore consumers may think of them when they want to buy a polo shirt for example. All three brands offer a womenswear range and a range for children. Instead of launching womenswear and a children’s range to directly compete against these brands, Pretty Green should only consider doing this after establishing themselves in the USA market. Although it could maximise their sales, the costs will be too high, and competition needs to be looked at again. Pretty Green have a competitive distinctiveness compared to these brands as they are a unique brand, they don’t follow the crowd. They create classic clothing but with a unique twist, therefore they offer something these brands don’t. Pretty Green’s look is not as conservative as these three brands therefore they will stand out in comparison, this could be seen as a positive, as it will appeal to the consumer who likes the competitors range of clothing but may not appreciate they style. Which is why Gallagher set out to create the brand, as no one offered the style he wanted, therefore they will be targeting a gap in the market.

Consumer Segmentation Pretty Green need to know who their consumer is to allow them to create the right marketing mix for their American consumer.

Demographic: Pretty Greenâ&#x20AC;&#x2122;s American Consumer will be

the same as in the UK, they will target men aged 20-35 and their secondary consumer will be men aged 40-50, who will like their shirts and tailored range. The men would be B and C1 on the social grade system, meaning they would have more disposable income to spend on clothing.

Behavioural: The target consumer will shop for enjoyment.

Will shop once or twice a month, but will be willing to spend more on quality items. The target consumer will be brand loyal, but willing to try new brands if they feel it offers something unique or a better price.

Geographic: The consumer will be living in a medium to large city in America. The city will have a great music scene, which will be a big interest to the target consumer.

Psychographic: The target consumer will be buying from the

Mid-Market category, as they have a little extra income to spend on clothing. The clothing they buy will reflect their personality, and will have to be worth the money as they want the best quality for the best price.

Launching in the USA

The Strategies These are the proposed strategies for launching in the USA. There are four strategies to maximise the success of the launch. 1. Celebrity endorsement. 2. Festivals/ sponsorship. 3. Flagship Stores. 4. Collaborations with American bands/ artists.

2018

2019

Endorsement

Festivals

2020

2021

Open Stores

2022

Collaboration

2023+

Possible Product development/ Diversification

A timeline has been created to demonstrate when Pretty Green should undertake these strategies. These timelines could shift due to different circumstances, such as the trade deals with America making it difficult for Pretty Green to trade in the USA. Celebrity endorsements could also fall through, which would disrupt the timeline. Yet, this is just a guideline to suggest when they should implement the strategies and the order that might prove to be most successful. The benefits of the strategies for Pretty Green. Endorsement: The benefits of celebrity using endorsement is that it can build brand awareness, reinforce brand image and actually help connect a consumer with the brand emotionally, and allow them to get a better understanding of what the brand essence is. Itâ&#x20AC;&#x2122;s also a great way for brands to help differentiate themselves from their competition. Festivals and Sponsorship: Sponsoring events can help heighten brands visibility, which would be good for Pretty Green when launching in America, this is a fun way to draw attention to the brand. It can also help reinforce or shape consumer attitude towards a brand. Say if Pretty Green sponsor indie music festivals it allows people who attend these events to get a better understanding of what the brand stands for and increase brand awareness. Stores: Pretty Green already ship to the USA, but reading about the Us consumer they prefer physical stores to shop at. Therefore launching flagship stores in the USA could prove successful. After the success of the first two strategies, the brand should now have enough of a following and demand in America, hence why itâ&#x20AC;&#x2122;s the third strategy and not the first. Collaborations: Pretty Green already know the benefits that collaborations can bring to the brand. Pretty Green can collaborate with American artist just as they have done with British bands. Collaborations can expand brand exposure, exposing the bands following to this brand they may never heard of. It also allows the band to expand their product offering. 47

Endorsement Before launching stores in the USA, Pretty Green should build better brand recognition in the US. One way they can do this is by having a celebrity endorse the brand. Choosing the right celebrity is important to the success of this strategy. The celebrity should share some of the same values as the brand. Brandon Flowers is one suggested celebrity. He is the lead singer of the band The Killers, an American rock band. Flowers has a great sense of style. He would suit Pretty Green’s look, as he often wears similar style clothing. He could wear the tailored look and the more casual items. The brand could dress Flowers for his upcoming tour, local appearances, interviews and so on. Brandon would be paid to promote the brand and the items he’s wearing on social media, he would be encouraged to state that Pretty Green already ship to the USA, that they will also be at certain festivals and sneakily say how the brand might have flagship stores in the US, in the near future. There are many benefits of using Brandon Flowers, one is that he has a large following. He is also well known for his dress sense, therefore some of his followers will be interested in what he’s wearing and where they can buy it. He is a well known artist in America, meaning he will have a large American following, which is what Pretty Green want. Liam Gallagher and Brandon are doing a few shows together this year, meaning they have already built up a rapport, and Brandon may be more inclined to take the offer. Other celebrities that the brand could consider are Brendon Urie singer of Panic At The Disco, Alex Turner singer of Arctic Monkeys or Harry Styles a singer/ songwriter.

Festivals The brand have a festival range, inspired by one of their favourite past times. This range could be taken an sold at select Indie music festivals. There are numerous festivals they could attend such as Levitation, Hang out music festival, Bonaroo and more. The best way to let people know that thwy will be at these festivals is by informing their social media followers. They can also do ticket give aways either on their social media or by teaming up with an indie magazine and giving them away through them. Flyers and coupons can be given out at the festival encouraging people to go to the stall. Brandon Flowers is headlining Bonaroo, he could be styled for this event and he could let his fans know what band he is wearing and how they can be found at the festival. The benefits of going to these festivals is that they get more brand exposure, and are directly targeting their music loving target audience. The brand can open up the dialogue between themselves and consumer. They can get better insights into what the consumer is liking and what they might want to see from the brand. With every purchase they can get the consumers details and sign them up to a news letter, which keeps them informed about the brands launch into the USA market. They should make the stalls fun and memorable and make the experience interactive. This will entice the consumer and help them understand the brand and what they stand for, this can also build consumer loyalty. The brand could also sponsor certain festivals, this will offer brand exposure. They could create festival merchandise and sell that at the events, as many festival goers will want to buy it.

Stores Stores Locations: The store should reflect the brands essence, they should be similar to the storesPortland in the UK as consumers seem aged to really enjoy the layout at the feel of [56% of population between 18-44] the store. The store should feel inviting and unique. The store will have a New York [median age is 34.4 years 47.38% of the popfree flow layout it is open and inviting and allows the consumers to get ulation areas Male] a better look at the fixtures and San Francisco [28% of products. people living there are 20-34] Chicago [Male population is 48% and median age is 31.5] Looking at the USA consumer section, it states how the US consumer there are 20-34 old] preferSeattle to spend[30% their people moneyliving on experiences rather years than goods, but still

prefer to shop in stores rather than online. The Pretty Green store should The than initialjust store locations were chosen for their cool and be done feel more a shop it should offer an experience, this can unique vibe, all locations have great music scenes. When with the service the store offers. The store staff will also have a big effect sitesand Pretty Green might want to look The at findon thechoosing mood of store the store how customers feel instore. staff should ing locations in these up and coming areas. Here they are feel accommodating and offer the best assistance to the customer. more likely to find their target consumer as they have an interest music like to shopGreen in newclothing locations. The staff in in store willand all wear Pretty as their uniform, and will be encouraged to style it in their own way. The staff will all have knowlGreenand need to let the consumers know about the edge Pretty of the brand itâ&#x20AC;&#x2122;s history, to answer any questions customers may launch of the new stores. They can do this by announcing have. They should all have a genuine interest in the brand and the music it on social media, by the time they launch their stores they that the brand encompasses. should have a larger American following. Flyers should also be handed out in the local area, and posters can be put up in local coffee shops and record stores, where the target consumer might be found. Liam could do interviews with magazines such as Rolling Stone magazine or with Indie magazines to promote the launch of the new stores in the USA. Bloggers from the local area could create sponsored social media posts letting their followers know how they would style Pretty Green and about the new stores. Pretty Green could do give aways with the magazines and the bloggers allowing the followers to be able to win a chance to go to the launch of the new stores and meet Liam Gallagher and the other special guests at the launch. Local indie bands could play at the launch of the new stores, or even some larger artist that have already worked with the brand before. Gallagher himself could even open the stores, as he did for the launch in Japan. This will create a buzz around the new launch, and draw in fans of the artsits and bands.

Stores The store should reflect the brands essence, they should be similar to the stores in the UK as consumers seem to really enjoy the layout at the feel of the store. The store should feel inviting and unique. The store will have a free flow layout as it is open and inviting and allows the consumers to get a better look at the fixtures and products. Looking at the USA consumer section, it states how the US consumer prefer to spend their money on experiences rather than goods, but still prefer to shop in stores than online. The Pretty Green store should The product rangerather instore should reflect the environment feel more just aTherefore shop it should offer an experience, of thethan location. stores in warmer climatesthis willcan sellbe done with the service the store offers. The store staffclimates will also will have a big effect more shorts and polo shirts and colder have on the mood of thejeans store and customers feel instore. The their parkas, and how sweatshirts. Small amounts of staff se- should feel accommodating and offer the best assistance to the lect ranges will be placed in store to begin with, thiscustomer. will give the store a boutique feel and will allow store staff to underThe staff in what store the will consumer all wear Pretty clothing uniform, and stand likesGreen and wants to as seetheir more of, will be encouraged to stylecan it inbe their own to way. staffWhen will allPretty have knowlthen more additions added theThe range. edgeGreen of the brand and in itâ&#x20AC;&#x2122;sJapan history, to answer questions customers may launched they createdany a Japanese paisley, have.the They should all create have a an genuine interest in thewhen brand and the music brand could American version opening that the encompasses. the brand new stores. Pretty Green will continue to be positioned in the mid market. The price of the clothes should have a slight inflation to the price in the UK, this should be a small rise to help cover the cost of shipping to US. The Conversion rate also needs to be considered when thinking about pricing their products for launch in the USA.

Stores The store should reflect the brands essence, they should be similar to the stores in the UK as consumers seem to really enjoy the layout at the feel of the store. The store should feel inviting and unique. The store will have a free flow layout as it is open and inviting and allows the consumers to get a better look at the fixtures and products. Looking at the USA consumer section, it states how the US consumer prefer to spend their money on experiences rather than goods, but still prefer to shop in stores rather than online. The Pretty Green store should feel more than just a shop it should offer an experience, this can be done with the service the store offers. The store staff will also have a big effect on the mood of the store and how customers feel instore. The staff should feel accommodating and offer the best assistance to the customer. The staff in store will all wear Pretty Green clothing as their uniform, and will be encouraged to style it in their own way, and to talk to consumers on how they rock the look. The staff will all have knowledge of the brand and itâ&#x20AC;&#x2122;s history, to answer any questions customers may have. They should all have a genuine interest in the brand and the music that the brand encompasses. The reason flagship stores were chosen over department stores was due to the poor sales and footfall to department stores in the U.S and Mintel believe that sales will continue to decline until at least 2021. This doesnâ&#x20AC;&#x2122;t mean that Pretty Green canâ&#x20AC;&#x2122;t sell in department stores in the future after gaining popularity in the US. Pretty Green sell in department stores in the UK, they could try this in the USA, in other areas that might prove popular. Further stores could be opened in new locations if there is a demand for them.

Collaborations Pretty Green are well known for their collaborations, they also prove to be very popular. Once the brand has become established in the US market, they can think about collaborating with an American band. Another Beatles collection could prove to be popular with the American consumer. If the brand decide to work with Brandon Flowers, they could create a collection with The Killers. The band can also promote the collection which will help it sell. There will be opportunities to collaborate with other brand as well to create unique items.

Following the success of these strategies and creating brand awareness in the USA, Pretty Green can think about diversification and product development that was stated in the Ansoff Matrix. The brand could even think about licensing products such as mens fragrances for example, this would only be done if the brand couldnâ&#x20AC;&#x2122;t do it themselves and there is enough demand for it.

Launching into any new market comes with its own risks. Yet, Pretty Green have a clear place where they can position themselves in the USA market. Being a niche brand is what defines the brand and helps the brand stand out from their competition. There isnâ&#x20AC;&#x2122;t a brand doing what Pretty Green does in the USA at the moment. With careful consideration and plenty of market research if Pretty Green follow these four strategies they are likely to maximise their success in the American market. Building brand awareness is key to the success. Pretty Green will no doubt be able to do this using the right celebrity to endorse their brand. This awaerness will lead to people wanting to buy into the brand and should create loyal consumers just as they have in the UK and Japan.

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Picture References Authors Own Edit (2018), Polaroid [Created: 05/06/18]

Ash Kingstone (2017), black label campaign [ONLINE]. Available at: https://models. com/Work/pretty-green-pretty-green-black-label-campaign-ss17 [Accessed 07/05/18]

Pretty Green (2018), Festical collection [ONLINE]. Available at: https://www.prettygreen.com/news/2018/4/18/ss18-festival-collection-nitetripper-678/ [Accessed 09/05/18] Pretty Green (2018), t-shirt design [ONLINE]. Available at: https://twitter.com/PG_ Nottingham/media?lang=en-gb [Accessed 13/05/18]

Pretty Green (2018), Paisley jacket[ONLINE]. Available at: https://www.prettygreen. com/products/mens-paisley-print-track-top-1429/?color=nvypai&size=xs [Accessed 07/05/18] Pretty Green (2018), Paisley T [ONLINE]. Available at: https://www.prettygreen.com/ products/mens-paisley-print-logo-t-shirt-1415/?color=nvyvin&size=xs [Accessed 07/05/18] Pretty Green (2018), Nav Jacket [ONLINE]. Available at: https://www.prettygreen.com/ products/mens-two-colour-track-top-1225/?color=navy&size=s [Accessed 17/05/18]

Dham Srifuengfung (2017), Autumn/ Winter campaign [ONLINE]. Available at: https:// models.com/Work/pretty-green-green-label-pretty-green/801208 [Accessed 07/05/18]

Pretty Green (2018), New [ONLINE]. Available at: https://twitter.com/PG_Nottingham/media?lang=en-gb [Accessed 07/05/18]

Authors Own Edit (2018), Technology [Created: 07/05/18]

Pretty Green (2018), pretty paisley polo[ONLINE]. Available at: https://www.prettygreen.com/products/mens-paisley-print-collar-polo-shirt-1414/?color=white&size=l [Accessed 17/05/18] 64

Paul Smith (2018), Paul Smith polo [ONLINE]. Available at: https://www.paulsmith. com/uk/men-s-navy-colour-block-cotton-polo-shirt [Accessed 17/05/18]

Fred Perry (2018), Fred Perry polo [ONLINE]. Available at: https://www.fredperry.com/ men/polo-shirts/block-tipped-pique-polo-shirt-m4525-402.html [Accessed 17/05/18]

C.P Company (2018), blue polo [ONLINE]. Available at: https://www.cpcompany. co.uk/collections/polo-shirts/products/cotton-pique-polo-shirt-in-blue-radiancepl069a001672g827 [Accessed 17/05/18] Pretty Green (2017), Pretty Green websites [ONLINE]. Available at: https://www.prettygreen.com/discover/timeline/ [Accessed 22/05/18]

Pretty Green, (2018), overhead-hooded jacket[ONLINE]. Available at: https://www. prettygreen.com/products/mens-overhead-hooded-jacket-1999/?color=blue&size=s [Accessed 23/05/18].

Pretty Green, (2018), paisley hooded jacket[ONLINE]. Available at: https://www. prettygreen.com/products/mens-paisley-print-hooded-jacket-1403/?color=vintag&size=xl [Accessed 23/05/18].

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Pretty Green, (2018), paisley shirt [ONLINE]. Available at: https://www.prettygreen.com/products/mens-slim-fit-paisley-print-shirt-2011/?color=blue&size=xxl [Accessed 23/05/18].

Pretty Green, (2018), striped polo[ONLINE]. Available at: https://www.prettygreen.com/products/mens-striped-knitted-polo-shirt-1805/?color=navy&size=m [Accessed 23/05/18]. 65

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Unkown (2018), Brandon Flowers [ONLINE]. Available at: https://www.independent. co.uk/arts-entertainment/music/features/brandon-flowers-interview-people-dont-appreciate-what-the-killers-achieved-10250367.html [Accessed 02/06/18] Unkown (2018), Brandon Flowers [ONLINE]. Available at: https://www.independent. co.uk/arts-entertainment/music/features/brandon-flowers-interview-people-dont-appreciate-what-the-killers-achieved-10250367.html [Accessed 02/06/18] Authors own (2018), Nottingham store [Taken: 11/05/18]

Pretty Green Nottingham (2018), clothes [ONLINE]. Available at: https://twitter.com/ PG_Nottingham/media?lang=en-gb [Accessed 07/05/18]

Spinshell (2016), store [ONLINE]. Available at: http://www.spinshell.com/newsen2016020541.html [Accessed 01/06/18]

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Pretty Green (2018), Beatles [ONLINE]. Available at: https://www.prettygreen. com/news/2018/3/28/celebrating-a-masterpiece-the-yellow-submarine-50th-anniversary-capsule-collection-663/ [Accessed 07/05/18] Authors Own Edit (2018), Liam Gallagher [Created: 05/06/18]

Pretty Green (2018), negative screenshot [ONLINE]. Available at: https://www.prettygreen.com/news/2018/3/28/pretty-green-x-yellow-submarine-campaign-film-hidden-references-672/ [Accessed 17/05/18] 66

Dham Srifuengfung (2017), Autumn/ Winter campaign [ONLINE]. Available at: https:// models.com/Work/pretty-green-green-label-pretty-green/801208 [Accessed 07/05/18]

Authors Own Edit (2018), Liam Gallagher [Created: 05/06/18]

Appendix 1

An exapmle of the consent forms used when asking memebers of staff and for peoples opinion of the brand

The results of our survey 2

7 6