We Are We Wear - Global Brand Strategy by Vicky Shepherd

GLOBAL BRAND STRATEGY vicky shepherd

1 2 3

Current Brand Strategy Who are we? Brand Identity Prism Customer Profile CBBE Model SWOT Competitors

New Market France Market Considerations PESTLE Hofstede’s Typology ABCD Paradigm

Competitor Analysis Points of Parity Points of Difference Porter’s 5 Forces VRIO

5 6

Mode of Entry Who are we? Brand Identity Prism Customer Profile CBBE Model SWOT Competitors

Strategy Who are we? Brand Identity Prism Customer Profile CBBE Model SWOT Competitors

Strategy Evaluation Triple Bottom line

R ENT AND TEGY

“We are not sustainabilit y

exper ts, b ut we are continuously e ducating ourselves

and sharing that knowle dge with our customer.” Natalie and Chelsea (Wearewewear.com, 2022)

Who Are We? WE ARE a size inclusive, UK based, lingerie brand who launched in 2018. The brand was borne out of our Founders’ experience working at one of Britain’s leading online fashion retailers; Chelsea and Natalie had a vision for a more inclusive, eco-friendly fashion future. Using their expertise as proud black entrepreneurs to advocate against fast- fashion, they launched a body positive brand, built to encourage women to be proud of who they are. Our sustainable lingerie and swimwear ranges from XS to 3XL and 30A – 44FF in size and with each collection we strive to give back to the planet. Our most recent collections, the Eco Evolve lingerie range and

the Eco Edit Swimwear collection were both produced through closed loop recycling, with Italian Techno fabrics (WEAREWEWEAR. com, 2022), made from unwanted waste materials such as fabric scraps and fishing nets, since launching these we have converted to making our classic Premium Rib Collection from 100% recycled waste as well. (WEAREWEWEAR.com, 2022) We make sure the factories we use are all approved by the world’s leading certification company and ensure our fabrics are certified under the Global Recycled Standard, establishing ourselves as using fabric with significantly more recycled content than many other types of recycled fabrics.

Brand ulture We hope to be a fully sustainable brand by 2023.

WE WE WE WE

ARE Confident ARE Inclusive Empower Innovate

alues

INCLUSIVE

EDGY

SEXY

Current Collections ON TREND

Eco Evolve WILD

LACY

TRENDY

e Lingerie SEXY

CHIC

RISQUE

Every Nigh TEMPTING

BARELY-THERE

ht Lingerie ROMANTIC DAINTY

SEASONAL

Brand Id EXTERNALISATION

PHYSICAL

CONSTRUCT

Lacey, risqué Designs Colours relating to sex (Red, black) Versatile and reversable Swimwear Comfortable fit

RELATIONSHIP Social Risqué Positive Accepting

REFLECTED CONSUMER Open about sexual relationships A confident woman, who loves and respects her body A conscious shopper, not interested in fast fashion or its trends

CONSTRUCTE

ntity Prism

TED SOURCE

PERSONALITY

CULTURE Responsible production views A culture of inclusion The luxury of taking control of your body

CONSUMER METALLISATION

INTERNALISATION

Confident Self-expressive Sensual Strong

I am Elegant I am Empowered I am Confident

ED RECEIVER Figure 1

sed

RESONANCE

JUDGEMENTS

• Big online following- Active • Clear brand purpose engagement • Expert in creating an • Repeat purchase empowering voice for • Community feel- like minded women body positive women • On trend lingerie • Keeping up with sustainable fashion trends

IMAGERY

PERFORMANCE

• Inclusive models • Good quality sustainable • Empowering shoots, showing fabrics off the female body • Fairly priced for a • Unique shoot locations for a sustainable brand lingerie brand • Comfortable for every • Up to date with social media day and ‘special occasion’ trends wear

FEELINGS

• Empowering • Confident • Feminine • Sexy

SALIENCE

• Sustainable Women’s Lingerie brand • Empowering voice • Romantic style • Inclusive model range

Figure 2

ing exy mes om hin

S W £46,439 Total Net in 2021 (Gov.uk,

Assets 2022)

Since in November of 2018 we have grown our Instagram following to 38K (WeAreWeWear Instagram, 2022) We sell both our lingerie and swimwear collections on ASOS and Zalando and additionally stock our lingerie at Urban Outfitters UK and Bra Stop (WEAREWEWEAR.com, 2022) In 2019 we were featured on the WGSN homepage (WGSN, 2019) Our most recent launch ‘ECO Seamless collection’ is manufactured using circular knitting (WeAreWeWear Instagram, 2022), resulting in no waste fabric. We are also launching a pre-order service meaning there will be a reduction in overproduction and material waste.

Due to rising sustainability demands from consumers our transparency may struggle to keep up with changing consumer needs. According to Mintel 60% of 2,000 UK consumers said sustainability was important when buying fashion items in 2021. (Mintel, 2021) As our brand continues to grow our main market in the UK is heading into a time of financial hardship, this could have an adverse effect on the growth and continuity of our brand and business. (Reading. B, 2022)

O T A new trend on TikTok has brought about a conversation around the beauty standards of the 2000s. The trend, called ‘Celebrities considered fat in the 2000s’ (Tiktok.com, 2022), has created a wider conversation around positive body image, making users of the app more aware of the toxic standards the media has pushed on us for many years. (Rosa. C, 2021) Being a brand focused on inclusion this is a great opportunity for us to take advantage of the conversation around body image acceptance. We do not yet have a focussed market in France, but due to the Countries influence on romance and lingerie (Lingeriefrancaise.com, 2017) and female French consumers spending 20% of their annual clothing budget on lingerie (Leigh. T, 2016) it could be a lucrative market for us to explore as we continue to grow especially since the Global Lingerie market is set to grow at a rate of 9.4% between 2019 and 2027. (Balincourt, A, 2020)

With the rise in consumer sustainability interest (Mintel, 2021) more brands are turning to sustainable alternatives, 60% of Fashion executives plan to or have invested in close loop recycling within the next year (Business of Fashion, 2022). Since the Covid-19 Pandemic, shipping and supply have taken a hit, in 2022 it has been reported that the cost of shipping is set to increase again (Business of Fashion, 2022), this could have a detrimental impact on our international consumer base.

UK Lingerie Market Lounge Asos Ann Summers Boux Avenue Bluebella Savage x Fenty Victoria’s Secret M&S Skims

We price similarly to Fast Fashion brands such as Missguided while being a sustainability focussed brand. We compared pricing of our best-selling ‘Heroic’ lace set to a similar lingerie set found on Missguided. Missguided (Missguided.co.uk, 2022)

Victoria Heroic Lace Underwire Bra - £28 Harriet Heroic Lace High Waist Thong - £12 Anita Harness Heroic Lace Harness Suspender - £18 Total - £58

£24 - Black Airtex lace underwired bra £10 - Black Airtex lace thong £15 - Black Airtex lace suspender belt £49 - Total

Sustainable

WAWW (WEAREWEWEAR.com,- 2022)

High Price

Unsustainable

Low Price

E W RKET

POPULATION

67.39 million

FRAN GDP PER CAPITA

GOVERNMENT

38,625.07 USD

SemiPresidential system of Government

CAPITAL

MEDIAN AGE

Paris

42.3 Years old

LANGUAGE

RELIGION

88% French 3% German

66% Christian 9% Muslim (Worldbank.org. 2020) (Worldometers, 2022) (Great.gov.uk. 2022)

Body type Any type

Lifestyle Masculine

Most popular media Facebook

Income Mid

(Statista, 2022)

Countr y Choice Knowing the influence of romance on Italian and French culture these were our top two potential new markets of entry. These stats support why we made our choice of tackling the French market; French market and retail values are consistently higher than Italy

Lingerie Market Size UK $70,734 million France $40,060 million Italy $37,505 million

Underwear Retail Value 2021 UK $3,576 million France $2,327 million Italy $2,008 million

Underwear Retail Value Projection 2023 UK $4,807 million France $2,660 million Italy $2,394 million (Passport, 2022)

PES In 2019 France was the World’s fifth largest exporter of goods and services due to the country’s strengths in its high quality transport, domestic market and telecommunications i n f r a s t r u c t u r e (BusinessFrance.fr, 2022) France has sensitive views on religious symbols; their laws on laicity mean it is not usually acceptable to wear religious related symbols and items in the workplace unless rules are in place (Franco-British Chamber of Commerce & Industry, 2022) Every year in Paris the Salon International de la Lingerie is held; the leading Global Lingerie trade show, it is the ultimate yearly event for suppliers, buyers and brands togrow their portfolio and consumer base. (Salon international de la lingerie, 2022)

France is currently the fifth largest economy in the World and the third largest in Europe with an approximate GDP of $2.6 trillion in 2020. (International Trade Administration, 2022) Since Brexit, France has incurred issues of uncertainty; with Britain leaving the European Union France’s trade between the UK and the US has been affected, France has been moderately successful with keeping trade interests using its high-quality lifestyle and skilled labour workforce to attract trade across multiple sectors. (International Trade Administration, 2022) France has been the World’s silk capital since the 17th Century, its fashion and textile culture now accounts for over 12% of apparel and textile sales in Europe alongside 10% if its textile workforce. (Bizvibe Blog, 2022)

France handled Covid-19 “better than most of Europe” (Aa.com. tr, 2022) President Macron created two priorities; to save lives at all costs and save the nations economy. (RABII. N, 2021) Which paid off having recorded 27,601 Covidrelated deaths on May 16th, 2020 (Worldometers. info, 2022), compared to 34, 621 Covid-related deaths in the UK on May 16th 2020 (Worldometers. info, 2022), roughly two months from when both countries entered their first lockdowns. Paris is known as the fashion capital of the world with France being the birthplace of Haute Couture. (Smith. M, 2022) On the 26Th of January 2022 a law was passed by the French Government to criminalise the use of Conversion therapy, anyone who opposes or breaks the law faces a fine or jail time. (BBC News. 2022)

TLE O F FRANCE

France’s current Pharmaceutical and Aerospace industries are world leaders. (Trade.gov. 2022) Alongside its already thriving textile industry in recent years France has focussed on innovative high-value textiles such as sustainable textiles and technical textiles, these now represent 15% of the market. (Bizvibe Blog, 2022)

It is a law that Fashion houses using the term Haute Couture must have been approved by the French Ministry of Industry and have a working Atelier in Paris with at least 20 staff members and each piece must be made to order by hand. (Harper’s BAZAAR, 2017) In 1921 The French Press created PAIS, L’Association de Protection des Industries Artistiques Saisonnieres, a law that protects Haute Couture designs from piracy (Harper’s BAZAAR, 2017)

In 2019 the Statista Research Department published a study that found half of respondents felt France’s Air pollution was their main area of concern facing the environment (Statista, 2022) France have committed to achieving carbon neutrality by 2050 revising its Climate plan and National Low-Carbon Strategy. (Gouvernement.fr, 2018)

DISTANCE

POWER

INDIVIDUALISM

MASCULINITY

LONG TERM ORIENTATION

UNCERTAINTY AVOIDANCE INDULGANCE

UK FRANCE

48 69

43 66

Hofstede’ Cultura Typolog INDULGANCE The UK scores higher than France meaning they are more indulgent than their European neighbours, this shows British culture creates a higher importance for leisure time and have a more relaxed attitude than French.

LONG TERM ORIENTATION 86

With The UK scoring 51 its preference for long- or short-term orientation cannot be determined, however the French lean towards long term orientation, meaning they have the cultural ability to adapt traditions towards changing conditions.

UNCERTAINTY AVOIDANCE With the biggest difference in scores, this shows the vastest cultural difference. The French don’t like surprises whereas the British score shows they can wake up not knowing what the day brings. The French’s love of planning has helped the country build a strong and stable environment for their industries such as aviation, nuclear technologies, and transportation to thrive.

MASCULINITY The UK is a mid-masculine society, they are driven by success, starting from a young age; in comparison French Culture leans more towards feminine meaning they value quality of life over achievement, the difference here is what drives each society; wanting the best or enjoying what you do.

INDIVIDUALISM 89

A close score in individualism means both societies stray further away from collectivism and lean towards individualism. Each culture is focussed more towards ‘me’ than ‘we’.

POWER DISTANCE This score shows French societies hold a culture of accepting inequality, having on average two hierarchical levels more than comparable companies in the UK; whereas the UK is a culture that believes most inequalities should be minimised, the general belief is that people should be in some way treated as equals.

Figure 3

ABCD A Access - Online Availability -We are We Wear is more afford-ably priced than leading sustainable French Lingerie brands. (Standard lace black bra)

B Buying Behaviours - Price to quality ratio is important -Looking good is an important step to feeling good; French Consumers don’t deny themselves the luxury of enjoying their bodies and what they wear

aradigm C

Consumption Characteristics -Investing in Lingerie is a love affair with yourself in French culture (School of SelfImage, 2022) -Beautiful lingerie is everyday wear

D Disposal -Sustainable textile technologies are in full development in the French industry (Bizvibe Blog, 2022) -On January 30th 2020 a law was passed by the French government banning retailers from destroying unsold or returned garments. The proposal requires retailers to giveaway or recycle. (Lesen. M, n.d)

Figure 4

mparison

conic black bra

£105 (WEAREWEWEAR.com, 2022) (aubade.co.uk, 2022) (chantelle.com, 2022)

ETITOR LYSIS

Emot ional Analysis History in France X Current Popularity

Low Popularity

Older Brand New Brand

High Popularity

Funct ional Analysis Price Point X Sustainability

Unsustainable

Low Price High Price

Sustainable

Everyday styles and stand out pieces. Affordable. Strong Social platforms and following. Trend led communications with audience. Regular new collection launches.

Points of Parity

Sustainability pledge by 2023. Promote positive body image. For women of all sizes. Unique brand point of view- Black owned business with a personal understanding of Fast Fashions problems.

Points of Difference

Figure 5

V R VALUE

RARITY

- Quality to price ratio - Looking at the 3 is lower than many competitors mentioned French Competitors in the ABCD paradigm - A strong established all WAWW’s collection consumer base which are created with can be used to promote sustainable fabrics, the brand from a whereas Aubade hav tourist point of view. only brought out on - Being a non-French sustainable range brand could mean ‘Softessence’ in 202 we bring a new (Aubade.co.uk. 2022) perspective to the and Chantelle doing th French lingerie Market. same with a collection in Especially as of now 2020 (chantellelingerie. we are heavily focussed co, 2022). However, on body diversity Maison Lejaby use a acceptance. similar Italian Textile, created from bioactive textiles. (Lejaby. M, 2022)

I O

NIMITABILITY

ve ne

21 ) he n

ORGANISATIONAL

SUPPORT

- Since we were founded, we have been - As of now We Are We offering our consumers Wear is quite a small a low price in team, we only have 6 comparison to our recorded employees quality and on LinkedIn (LinkedIn, sustainability, as of 2022), the team could now, the competitors benefit from a strategic we have investigated manager to be able to have not been able to utilise our expertise to come near, or price employ the correct match our price to skills and methods to quality ratio. promote the brand and improve the skills of all employees.

Figure 6

What we

Our USP

Susta Fab

Affordability

Consumer wants

e do well

ainable brics

Authentic French Lingerie What Competitors do well

E OF TRY

Franc

chise

DISTRIBUTION Since the Covid-19 Pandemic French Distributors have had to adapt, and improve, accelerating multi-channel distribution options in 2020, home delivery sales option increased by over 45%. (Trade.gov, 2022) France’s distribution options will decrease shipping costs to the country, increasing the profit made by the franchise venture and avoiding the increased cost of shipping due to Covid-19. (Business of Fashion, 2022)

DESIRED MODE OF ENTRY We are entering the market with a low risk, we have less opportunity for immediate growth but room to test how our brand is accepted by the market, this allows for a safe, steady increase in profit. Franchise allows for less direct control but allows for more flexibility within our team, we won’t need constant contact with the store, only when promotion, redistribution or growth is involved.

Entr y Mode Decision

EXTERNAL FACTORS Sociocultural Distance

Looking back at Hofstede’s Typology we saw France as having more of a favour for inequality; when creating our marketing strategy we may need to be more subtle with our body positivity, while not removing it.

Market size & Growth

France’s Lingerie market is valued at $40,60 million with an estimated retail value projection of $2,660 million in 2023 showing an increase of $333 million in one year. (Passport, 2022)

Direct/indirect trade Barriers

Lanuguage is a big barrier, only 39% of French people can speak some level of English, we will need to utilize imagery and proper promotion methods to be able to truly capture the new audience. (Howwidelyspoken.com, 2022)

Intensity of competition

Many French Lingerie brands have been around for a while and hence created a large following of consumers, this is going to be a challenge to infiltrate

Climate & impact on trend

On the June 4th, 2019, French Prime Minister Eduard Phillippe announced a new ban on the fashion industry to come into effect by 2023, meaning all garments must be recycled. (South EU Summit, 2022) With the help of fashion experts President Macron has stated the industry should aim for renewable sources of production by 2030.

ALES AND PROFIT

IVY Lingerie

ase Study

Launched in 2017 in Paris French Retail Value 2021 - $2,327 million Now available in French Retailers; Le Bon Marché, Bergdorf Goodman Galeries Lafayette Neiman Marcus Instagram followers – 187K Revenue – Increased from €5.5 million in 2018 to €8 million in 2019

(Carter. F, 2018) (li-vy.com. 2022) (Burlet. F, 2019)

Franchise Galeries Lafayette Revenue

$1.0B (Similarweb, 2022)

Opened in 1912

Majority of stores in; Paris

WE ARE WE WEAR will enter the French Market as a Conscession in Galeries Lafayette

Connection to UK

UK is 5th top Online consumer base (Similarweb, 2022)

Demographic

Millennials and Gen Z, High income, Edgy

Instagram Follower Count

607K (Galerieslafayette Instagram, 2022)

LE BHV MARAIS Store Revenue

$200 million - $1.0B (Similarweb, 2022)

Opened in 1848

Majority of stores in;

1 stand-alone store in Paris

Connection to UK

UK is 3rd top Online consumer base (Similarweb, 2022)

Demographic

Gen X, High income, luxury lifestyle

Instagram Follower Count 108K (BHV Instagram, 2022)

e Opt ions Printemps Revenue

$25.0M - $50.0M (Similarweb, 2022)

Opened in

1865

Majority of stores in;

Paris and Marseille

Connection to UK

UK is 2nd top Online consumer base (Similarweb, 2022)

Demographic

Gen X and Millennials, Mid to High Income, Contemporary

Instagram Follower Count

512K (Printemps Instagram, 2022)

Le Bon Marché

Revenue

£186 Million (Similarweb, 2022)

Opened in

1913

Majority of stores in;

1 stand-alone store in Paris

Connection to UK

UK is 5th top Online consumer base (Similarweb, 2022)

Demographic

Millennials and Gen Z on a High Income, Upmarket

Instagram Follower Count

347K (Lebonmarcherivegauche Instagram, 2022)

TEGY

O T

SITUATION We are currently working on moving into a new market with an aim to grow our audience, create more sustainable products and empower more women

OBJECTIVES We want to be a successful name in the French Lingerie industry, creating a new name identity in the country for ourselves

S T R A T E G Y We will penetrate the French Lingerie market through Franchise and a unique tailored marketing campaign

T A C T I C S We will make this happen with a new Marketing, revised product line, and a launch event

A C T I O N S We Are We Wear will create a marketing plan tailored to the French consumer and develop a relationship with our chosen French Retailer to ensure we have a stable platform for our strategy to grow.

C O N T R O L Once launched we will track sales and footfall within the retailer and use insights of our social media KPIs to track our online popularity within the French Market

Figure 7

Sell Aim to increase Total Net Assets (minus liabilities) to £100k by 2023, Including the new French Conscession

Serve Create more point of purchases for consumers through French retail

Speak Create a new conversation with consumers, through a physical launch event

Mis a n V i s

sion n d i o n

Save Use France’s giant Exportation industry to reduce distribution costs (BusinessFrance.fr, 2022)

Sizzle Online and Instore promotion will need a USP tailored to the French consumer – a different angle than we have used before

ANSOFF Matrix

Market Penetration

- Promotional prices upon launch - Use of French distribution

Market Development - Enter the French Market

Increasing

Product Development

Diversification

Increasing Risk

- Focus on a certain pre-existing WAWW collection suited for the French Consumer

- Related Diversification – Manufacture and development of a tailored collection

g Risk Figure 8

Launch P l a n

- Acqu - Drip ma - Formative info

Pre Launch

Lau

- Plan and create media - Press release - Influencer Outreach

- Social Media openin - Launch

- Awareness - Social media advertising - Physical Advertising

- Discount - Social media coverage th

15 Mar- 15 May

16-17

uisition arketing ormation spread

Post Launch 18 May Onwards

7 May

- Magazine and press reveiws of launch event and product catalogue

countdown to ng day h Event

- Track KPIs - Continue creating marketing based off insights

promotion and influencer hroughout

- In store promotion update - New promotions to influence customer retention

unch

P R O D U C T

Some of our old pieces from the Every Night lingerie collection hold quite parisian styles. For the entry into the French Market we are going to revive these styles and add in some of the pieces in black to keep with our edgy look. Parisian Lingerie is very lacy and delicate, always avoiding nudes and whites in favour of bright and bold colours (Khorosh. M, 2014). Matching sets are essential, and push up bras are always a no go. (Snippets of Paris. 2022) Our Lace bralette styles are perfect for the french consumer, we will use French distributors to focus on this range, leaving our existing distributors to focus on current collections.

(KHOROSH. M, 2014) (Snippets of Paris. 2022)

French Look

Lingerie

PROMOTION

PLAN

We have planned a drip marketing strategy for our launch in Galeries Lafayette. An influencer strategy will be developed aslongside both physical and online marketing promotion.

Updated with a new font

F R E N C H INFLUENCERS

Instagram Handle

Followers

soleneoj

40.9K

riccialexandra

25.9K

emmanuellek_

160K

mooncube

21.4K

lbylise

32.6K

barbarabutch

44.4K

barryxco

11.8K

Demographic

Location

Gen Z

Paris

Gen Z

Unkown

Millenials

Paris

High fashion, Glamour

Gen Z

Paris

Edgy, Contemporary, futuristic

Millenials

Paris

Glamour, Luxury

Millenials

Paris

Contemporary, on trend

Paris

On trend, minimal

Gen Z + Millenials

Style Edgy, Minimal, on trend Dainty, Cottage core

This is only a handful of the influencer guests

EXPECTATIONS - 2 feed posts leading up to the event - 1 story series explaining the reason for the event - Story coverage of the event Via Instagram - 1 story and 1 feed post promoting their PR packages from the event - Each influencer will be given a 10% discount to be used in store to promote to their followers for the first opening week

NEW COLLECTION CAMPAIGN

Ed g y Romantic Soft Glamourous S u b t l y Fr e n c h

oot a n

PROMOTION

Create brand awareness Promote positive body image Differentiate from competitors F I B O N A C I

For our promotional campaign we followed the rules of the Fibonaci Spiral or the Golden Spiral. Meant for the purpose of mathematics this figure shows the most perfect sequence of numbers in an equation (Sautoy. M, 2022). We were inspired by this, being that our models are perfect we wanted our images to reflect the silhouette of the sprial, thus creating the perfect image.

F L Y E R S

LINGERIE TRADE SHOW

Knowing the influence the salon international de la Lingerie has on the Global Lingerie Market, being an upcoming brand we wanted our name in there. With this strategy being our first global venture we want to establish it firmly before trading at the show, hence the decision to hand out fliers promoting our brand and concession

WE ARE WE WEAR Coming to Galeries Lafayette In May 2022 Get in touch to stock our brand

PROMOTION

S T R A T E G Y

We have various avenues for our drip marketing strategy both physical and online. Everything created from our Fibonaci inspired imagery. The plan is; - Initial billboards and online promotion goes out - We start posting teasers on socials - Fliers at the Trade Show - More formative billboards and posts go out, with details on dates and location - Influencers start posting about the opening - 1 week before launch; Giveaway is announced Online countdown begins Press coverage

PROMOTION

POSTS

FEED

Curated feed, showing Parisian aesthetic and New Collection All posts leading up and tallking about the Launch

GIVEAWAY

G i v e a w a y

As part of our promotion plan we are holding a giveaway on our instagram page as a way to promote to a wider audience. The giveaway will be held via a feed post in collaboration with Galeries Lafayette, in which participants will need to share both our post and Galeries Lafayette’s post to their personal Instagram stories in order to enter. This should grow the accounts reach and impressions, meaning the brand will be seen by a wider audience (Carbone. L, 2020), it also promotes the location and launch of our new franchise

Want to win a full set??? To enter - Like and share this post Following Galeries Lafayette and share their most recent post. Winner will be announceed the day before our Paris Franchise launch 15th May BST

INSTA STORY

COUNTDOWN

A series of story posts have been created to countdown to the launch event and then opening day of the franchise. Event coverage will be held via the WAWW Instagram stories and post-event used to continue to promote the brand. Similar to the giveaway, the final post hopes to grow the brands impressions and engagement by having its audeience interact.

Will you be there?

P L A C E INTERIORS PARISIAN

POSITIVE

SEXY

DELICATE

LAUNCH EVENT LOCATION

L O C A T I O N Cafe Laduree Paris 14 Rue de Castiglione, 75001 Paris, France 6 Minute Drive or 13 minute walk from Galeries Lafayette We wanted the event to be casual and bright, as well as femenine, the venue will be decorated head to toes in flowers. The event is about celebrating women and their bodies and how our lingerie can highlight their beauty. Laduree is the perfect location to celebrate women. We also love the juxtapoition between the dainty setting of the location mixed with the sexy look of the lingerie

PROMOTION In- Event promotion will be made up of the new campaign and collection marketing that will be used to promote the event. Guests of the even will also receive a free lingerie set and branded tote bag, whuch we would expect them to post via social media promoting the opening

WE ARE WE WEAR

Back reads the brand values; WE ARE Confident WE ARE Inclusive WE Empower WE Innovate

LAUNCH EVENT |NTERIORS

POST LAUNCH

POST

LAUNCH

Once opened we will track;

KPIs

Sales and footfall - To track customer conversion rates. Tracking these ratios will help find out popular days and times Social media data - We will track check-ins, tags and impressions via social media. Geographical demographic of each linked to the new franchise will be recorded, this way we can understand if our consumer base lies within French culture or tourist culture. Customer retention - Tracked via digital receipts, each purchase comes with a digital receipt sent to the customers email, tracking will be measured on new versus return customers Average value per customer - This rate will help us understand if customers are coming in for one off items of full sets, in turn helping us plan for the contents of the next collection launch in the store; we can understand what is working well with the market and what is not.

POST

LAUNCH

PRESS

Once opened, the press releases we organised for the event can be published; reviewing the brand identity, the event and the lingerie. Good press will give us a strong name to start in the French Market, this could massively impact our KPIs and overall performance in the franchise. Customer reviews will be collected throughout the first opening week, these will be to assess customer experience in the store, lingerie quality and likelihood to repurchase, these insights will be used to promte the store on social media and tailor our services to be successful past the first week.

UATION

Trip Botto Lin PLANET

BEARABLE

PEOPLE

EQUITABLE

VIABLE

PROFIT

le m ne

Overall we have a high probability of profit. We have cut costs with our distribution efforts, increased productivity by creating a new point of purchase in a new market without effecting our current working team. Our products remain the same, keeping sustainability alive is our mission, the value of affordability and sustainability we bring to the new market is unmatched according to our research.

By opening in the French Market we are continuing to support their $2.6 trillion economy. (International Trade Administration, 2022) We are also supporting the rebuild of the France to UK and US trade industry that was hit by Covid-19 by creating new jobs and purpose for the industry.

We continue to offer our pre order for all previous collections and strive to reduce waste during manufacture and sales, with our circular knitting and made to order batches. By utilising France’s distribution industry to our franchise we have reduced the risk of increasing our carbon footprint; using already existing courier services means we add no emission to the environment. By tracking our footfall KPIs we can better understand when our franchise is popular, in times of low footfall, in the future we hope to amend our opening hours to reduce our gas, electricity and water usage. Figure 9

R E F E R

Aa.com.tr. 2022. ‘France handling COVID-19 better than most of Europe’. [online] Available at: <https://www.aa.com.tr/en/europe/france-handling-covid-19-better-than-most-of-europe/2134539> About-france.com. 2022. The main political parties in France. [online] Available at: <https://aboutfrance.com/political-parties.htm> Aubade.co.uk. 2022. Aubade goes green: 100% recycled lingerie. [online] Available at: <https://www. aubade.co.uk/aubade-goes-green#:~:text=This%20is%20why%20Aubade%20has,now%20classed%20 amongst%20premium%20materials.> aubade.co.uk. 2022. SOFTESSENCE. [online] Available at: <https://www.aubade.co.uk/softessence-233. html> Balincourt, A., 2020. THE LINGERIE MARKET | FRANCE. [online] Businesscoot. Available at: <https://www.businesscoot.com/en/study/the-lingerie-market-france> BBC News. 2022. LGBT rights: New French law to criminalise ‘conversion therapy’. [online] Available at: <https://www.bbc.co.uk/news/world-europe-60145970> BHV Instagram. 2022. [online] Available at: <https://www.instagram.com/le_bhv_marais/> Bizvibe Blog. 2022. Fashion and Apparel Industry in France Remains Strong - Bizvibe Blog. [online] Available at: <https://blog.bizvibe.com/blog/textiles-and-garments/fashion-apparel-industry-france#:~:text=France%20accounts%20for%20over%2012,some%2015%25%20of%20the%20market.> Bizvibe Blog. 2022. Fashion and Apparel Industry in France Remains Strong - Bizvibe Blog. [online] Available at: <https://blog.bizvibe.com/blog/textiles-and-garments/fashion-apparel-industry-france#:~:text=France%20accounts%20for%20over%2012,some%2015%25%20of%20the%20market> Burlet. F, 2019. Intimates Brand Livy Brings French Girl Chic to Lingerie – WWD. [online] Wwd. com. Available at: <https://wwd.com/fashion-news/intimates/livy-lisa-chavy-french-girl-chic-lingerie-1203379008/> Business of Fashion, 2022. The State of Fashion 2022. McKinsey and Company. BusinessFrance.fr. 2022. [online] Available at: <https://www.businessfrance.fr/discover-france-newsfrance-s-solid-key-strengths-lead-to-increased-attractivene> Carbone. L, 2020. [online] Later.com. Available at: <https://later.com/blog/instagram-stories-analytics/> Carter. F, 2018. The New Lingerie Brand To Know: LIVY. [online] Forbes. Available at: <https://www. forbes.com/sites/felicitycarter/2018/10/26/the-new-lingerie-brand-to-know-livy/?sh=53e41e6574f9> chantelle.com. 2022. Waltz Push Up Bra - Sexy Lingerie | Chantelle. [online] Available at: <https:// us.chantelle.com/waltz-push-up-bra-black.html> chantellelingerie.com. 2022. Our commitments | Chantelle Lingerie. [online] Available at: <https:// group.chantellelingerie.com/our-commitments/> Franco-British Chamber of Commerce & Industry. 2022. Franco-British Chamber: Cultural tips. [online] Available at: <https://francobritishchamber.com/en/services/cultural-tips/>

E N C E S

Galerieslafayette Instagram. 2022. [online] Available at: <https://www.instagram.com/galerieslafayette/> Gouvernement.fr. 2018. Draft European Energy and Climate Strategy for carbon neutrality by 2050. [online] Available at: <https://www.gouvernement.fr/en/draft-european-energy-and-climate-strategy-for-carbon-neutrality-by-2050#:~:text=Through%20its%20Climate%20Plan%20and,the%20 short%20and%20medium%20term.> Gouvernement.fr. 2022. How French Government works. [online] Available at: <https://www.gouvernement.fr/en/how-government-works> Gov.uk, 2022. WE ARE WE WEAR LIMITED filing history - Find and update company information GOV.UK. [online] Available at: <https://find-and-update.company-information.service.gov.uk/company/11209946/filing-history> Great.gov.uk. 2022. Exporting guide to France - great.gov.uk. [online] Available at: <https://www.great. gov.uk/markets/france/> Harper’s BAZAAR. 2017. The history of haute couture. [online] Available at: <https://www.harpersbazaar.com/uk/fashion/fashion-news/news/a31123/the-history-of-haute-couture/> Howwidelyspoken.com. 2022. [online] Available at: <https://howwidelyspoken.com/how-widely-spoken-english-france/> International Trade Administration. 2022. France - Market Overview. [online] Available at: <https:// www.trade.gov/country-commercial-guides/france-market-overview> KHOROSH. M, 2014. The Secret Art of French-Girl Lingerie. [online] Vogue. Available at: <https:// www.vogue.com/article/secret-art-french-girl-lingerie> Lebonmarcherivegauche Instagram. 2022. [online] Available at: <https://www.instagram.com/lebonmarcherivegauche/> Leigh, T., 2016. French Feminine Secret: What’s Under Your Clothes Matters. [online] School of Self-Image. Available at: <https://schoolofselfimage.com/french-feminine-secret-whats-under-your-clothes-matters/#:~:text=French%20women%20spend%2020%25%20of,that%20 everything%20is%20about%20intention.> Lejaby. M, 2022. [online] MAISONLEJABY. Available at: <https://uk.maisonlejaby.com/c/green-mind/ green-mind/142.html> lesen, M., n.d. France’s fight against clothing waste. [online] Kleiderly.com. Available at: <https://kleiderly.com/blogs/kleiderly-magazine/frances-fight-against-clothing-waste> li-vy.com. 2022. LIVY | Official E-shop - Premium Lingerie. [online] Available at: <https://int.li-vy. com/en/home> Lingeriefrancaise.com. 2017. History | Heritage | Lingerie Française. [online] Available at: <https:// www.lingeriefrancaise.com/en/heritage/history/> LinkedIn. 2022. [online] Available at: <https://www.linkedin.com/company/wearewewear> M&S Instagram. 2022. Login • Instagram. [online] Available at: <https://www.instagram.com/marksandspencerfr/?hl=en>

Miller, K., 2020. The Triple Bottom Line: What It Is & Why It’s Important. [online] Business Insights Blog. Available at: <https://online.hbs.edu/blog/post/what-is-the-triple-bottom-line#:~:text=The%20 triple%20bottom%20line%20is,%3A%20profit%2C%20people%2C%20and%20the> Mintel, 2022. Underwear - UK - 2022. [online] Available at: <https://data-mintel-com.mmu.idm.oclc. org/databook/1097111/#Q6> Missguided.co.uk. 2022. Missguided: Women’s Clothes | Online Fashion Shopping. [online] Available at: <https://www.missguided.co.uk/> Oxford Bibliographies. 2022. Semi-Presidential Systems. [online] Available at: <https://www.oxfordbibliographies.com/view/document/obo-9780199756223/obo-9780199756223-0271.xml> Passport. 2022. Underwear Industry and Economic and Consumer Data. [online] Available at: <https:// www-portal-euromonitor-com.mmu.idm.oclc.org/portal/StatisticsEvolution/index> Printemps Instagram. 2022. [online] Available at: <https://www.instagram.com/printemps/> RABII, N., 2021. https://www.ijherjournal.com/journaldetail/comparative-religions-reality-and-challenges-methodological-approach_118#:~:text=COMPARATIVE%20RELIGIONS%2C%20REALITY%20AND%20CHALLENGES%3A%20METHODOLOGICAL%20APPROACH. International Journal of Humanities and Educational Research, 03(05), pp.213-224. Reading, B. 2022. Year of Hobson’s choice: UK recession is inevitable - OMFIF. [online] OMFIF. Available at: <https://www.omfif.org/2022/01/year-of-hobsons-choice-uk-recession-is-inevitable/> Rosa, C., 2021. This TikTok User Is Calling Out the Media for Telling Us These Celebs Were ‘Fat’. [online] Glamour. Available at: <https://www.glamour.com/story/this-tiktok-user-is-calling-out-the-media-for-making-us-think-these-celebs-were-fat> Salon international de la lingerie. 2022. Salon International de la Lingerie. [online] Available at: <https://saloninternationaldelalingerie.com/> Sautoy. M, 2022. What is the Fibonacci sequence?. [online] BBC Science Focus Magazine. Available at: <https://www.sciencefocus.com/science/what-is-the-fibonacci-sequence/> School of Self-Image. 2022. French Feminine Secret: What’s Under Your Clothes Matters. [online] Available at: <https://schoolofselfimage.com/french-feminine-secret-whats-under-your-clothes-matters/#:~:text=French%20women%20spend%2020%25%20of,that%20everything%20is%20about%20 intention.> Similarweb. 2022. [online] Available at: <https://www.similarweb.com/website/printemps.com/#overview> Similarweb. 2022. [online] Available at: <https://www.similarweb.com/website/lebonmarche. com/#overview> Similarweb. 2022. [online] Available at: <https://www.similarweb.com/website/galerieslafayette. com/#overview> Similarweb. 2022. [online] Available at: <https://www.similarweb.com/website/bhv.fr/#overview> Similarweb. 2022. [online] Available at: <https://www.similarweb.com/website/marksandspencer. com/#overview> Smith, M., 2022. How France Became the Fashion Capital of the World: a Brief History. [online] The Culture Trip. Available at: <https://theculturetrip.com/europe/france/articles/how-france-became-thefashion-capital-of-the-world/> Snippets of Paris. 2022. French Lingerie: The Rules To Feeling Fabulous - Snippets Of Paris. [online] Available at: <https://snippetsofparis.com/french-lingerie/> South EU Summit. 2022. Fashion Waste: France To Lead Transformation. [online] Available at: <https://southeusummit.com/europe/france/france-leads-fight-to-transform-fashion-industrys-wasteful-footprint/>

Statista. 2022. Environmental concerns in France 2019 | Statista. [online] Available at: <https://www. statista.com/statistics/781588/five-problems-envrionnementaux-disquieting-la-france/> Statista. 2022. Most accessed social network sites in France 2020 | Statista. [online] Available at: <https://www.statista.com/statistics/1090357/monthly-social-media-access-france-platform/#:~:text=Counting%20the%20number%20of%20monthly,with%2031%20million%20registered%20customers> Statista. 2022. UK: most active social networks 2020 | Statista. [online] Available at: <https://www.statista.com/statistics/284506/united-kingdom-social-network-penetration/> Tiktok.com. 2022. Celebrities Considered fat in the 2000s. [online] Available at: <https://www.tiktok. com/discover/celebrities-considered-fat-in-2000s?lang=en> Trade.gov. 2022. France - Market Overview. [online] Available at: <https://www.trade.gov/country-commercial-guides/france-market-overview> WeAreWeWear Instagram. 2022. [online] Available at: <https://www.instagram.com/wearewewear/?hl=en> WEAREWEWEAR.com. 2022. Victoria Heroic Lace Underwire Bra. [online] Available at: <https://wearewewear.com/collections/collections-01/products/black-lace-underwire-bra?variant=32116305887345> WEAREWEWEAR.com. 2022. WE ARE WE WEAR. [online] Available at: <https://wearewewear. com/> WGSN. 2019. [online] Available at: <https://www.wgsn.com/en> Worldbank.org. 2020. WDI - Home. [online] Available at: <https://datatopics.worldbank.org/world-development-indicators/> Worldometers, 2022. France Population (2022) - Worldometer. [online] Available at: <https://www. worldometers.info/world-population/france-population/#:~:text=The%20median%20age%20in%20 France%20is%2042.3%20years.> Worldometers.info. 2022. France COVID - Coronavirus Statistics - Worldometer. [online] Available at: <https://www.worldometers.info/coronavirus/country/france/> Worldometers.info. 2022. United Kingdom COVID - Coronavirus Statistics - Worldometer. [online] Available at: <https://www.worldometers.info/coronavirus/country/uk/>

LIST

2022. [online] Available at: <https://www.instagram.com/barryxco/> [Accessed 16 March 2022]. 2022. [online] Available at: <https://www.instagram.com/lbylise/> [Accessed 16 March 2022]. 2022. [online] Available at: <https://www.instagram.com/mooncube/> [Accessed 16 March 2022]. 2022. [online] Available at: <https://www.instagram.com/p/CWJBznnAEsf/> [Accessed 16 March 2022]. 2022. [online] Available at: <https://www.instagram.com/riccialexandra/> [Accessed 16 March 2022]. 2022. [online] Available at: <https://www.instagram.com/soleneoj/> [Accessed 16 March 2022]. ASOS. 2022. Men’s Clothes | Shop for Men’s Fashion | ASOS. [online] Available at: <https://www.asos. com/men/> [Accessed 16 March 2022]. Aubade.co.uk. 2022. Aubade Collection (only for UK). [online] Available at: <https:// www.aubade.co.uk/aubade-collection-only-for-uk?switcher=true&_mkpid=674&_mkpd=s||c|586437013911|aubade|e|&_mkpc=G/SRC/EN/GB/Brand/Marque_Exacte&gclid=CjwKCAjwlcaRBhBYEiwAK341jY9p1psNT-NE95FYbvPrpArjqkLY8dYGHotz9o8YX2sYPEKdHqxW1hoCosIQAvD_BwE> [Accessed 16 March 2022]. Bluebella. 2022. Bluebella Luxury Lingerie. [online] Available at: <https://www.bluebella.com/?gclid=CjwKCAjwlcaRBhBYEiwAK341jaUUmyU3YZsfKImb_KrqF1H2k9Tgi-wizG_CXcof6g4PI20ldKVoGxoCWzUQAvD_BwE> [Accessed 16 March 2022]. Bouxavenue.com. 2022. Boux Avenue | Lingerie, Nightwear, Swimwear & Gifts. [online] Available at: <https://www.bouxavenue.com/homepage?gclid=CjwKCAjwl-caR-BhBYEiwAK341jWW8R5gWe39KeDcWlLyfHM9fBLDIQkV0pXUD9y5H4VS7cto7NxtTzhoCCsMQAvD_BwE> [Accessed 16 March 2022]. Chantelle.com. 2022. Chantelle lingerie collection | Chantelle. [online] Available at: <https://chantelle. com/en/chantelle> [Accessed 16 March 2022]. Charmel, L., 2022. [online] Instagram. Available at: <https://www.lisecharmel.com/lc_uk_en/ https://www.simone-perele.com/en-gb/?gclid=CjwKCAjwlcaRBhBYEiwAK341jftWK-EVtNktfZlITA0_319BjG27dyzvnsFejNvz03JSt4LRFBNqpRoC63EQAvD_BwE> [Accessed 16 March 2022]. Eresparis.com. 2022. ERES Official site | Beachwear, Lingerie and Activewear. [online] Available at: <https://www.eresparis.com/eu/en/SplashScreen> [Accessed 16 March 2022]. Instagram.com. 2022. Instagram. [online] Available at: <https://www.instagram.com/emmanuellek_/> [Accessed 16 March 2022]. Int.li-vy.com. 2022. LIVY | Official E-shop - Premium Lingerie. [online] Available at: <https://int.li-vy. com/en_GB/home?gclid=CjwKCAjwlcaRBhBYEiwAK341jaT0AFyqUel6_xPdwmohuI6XVG0rW_ 330JZHR3ScHj9QBfG_b4HBXhoCHPEQAvD_BwE> [Accessed 16 March 2022]. Lejaby, M., 2022. Maison Lejaby | French Lingerie : Bras, Panties ® Official Store. [online] MAISONLEJABY. Available at: <https://en.maisonlejaby.com/> [Accessed 16 March 2022]. Limited, N., 2022. Victoria’s Secret UK: The Sexiest Bras, Panties, Lingerie, Sportswear & Beauty. [online] Victoriassecret.co.uk. Available at: <https://www.victoriassecret.co.uk/> [Accessed 16 March 2022].

IMAGES

Marksandspencer.com. 2022. Welcome to Marks & Spencer. [online] Available at: <https://www.marksandspencer.com/> [Accessed 16 March 2022]. Savagex.co.uk. 2022. SAVAGE X FENTY | Lingerie by Rihanna UK. [online] Available at: <https://www. savagex.co.uk/> [Accessed 16 March 2022]. SKIMS. 2022. SKIMS | Solutions For Every Body. [online] Available at: <https://skims.com/?glCountry=GB&glCurrency=GBP&gclid=CjwKCAjwlcaRBhBYEiwAK341jZNZdAnnBpKGAF8YZhOssOWBpy97hQk9CDo2gCZsWEgyeCRVPb_i0xoC37UQAvD_BwE> [Accessed 16 March 2022]. Underwear, L., 2022. Lounge | Underwear & Apparel | Official Store. [online] Lounge Underwear. Available at: <https://loungeunderwear.com/> [Accessed 16 March 2022]. WeAreWeWear Instagram. 2022. [online] Available at: <https://www.instagram.com/wearewewear/?hl=en> WEAREWEWEAR.com. 2022. WE ARE WE WEAR. [online] Available at: <https://wearewewear. com/>

A P P E N

FIGURE 1 - Brand Identity Prysm Kapferer, 2004, Brand Identity Prism The New Strategic Brand

FIGURE 2 - CBBE Keller, 1993. Keller’s Consumer based Brand Equity Model. [online] Medium. Available at: <https://medium.com/ @keatonhawker/kellers-brand-equity-model-what-it-i s-how-to-use-it-84e42d562299>

FIGURE 3 - Hofstede’s cultural typology Hofstede, G. 2001. Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations. Thousand Oaks, CA: Sage Publications.

D I C E S

FIGURE 4 - ABCD Paradigm

Emerald.com. 2022. A‐B‐C‐D paradigm. [online] Available at: <https://www.emerald.com/insight/ content/doi/10.1108/07363769510147768/full/html?skipTracking=true> [Accessed 16 March 2022].

FIGURE 5 - Porter’s 5 forces Porter, ME, 1985. Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press

FIGURE 6 - VRIO Barney Jay, 1991, ‘Firm resources and sustained competitive advantage’, Journal of Management, vol. 17, pp. 99–120.

FIGURE 7 - SOSTAC Smith PR, 2011, The SOSTAC ® Guide - to writing the perfect plan by PR Smith, published by www.prsmith.org

FIGURE 8 - ANSOFF Matrix Ansoffmatrix.com. 2015. Ansoff Matrix. [online] Available at: http://ansoffmatrix.com/

FIGURE 9 - Triple Bottom Line Business Insights Blog. 2022. The Triple Bottom Line:. [online] Available at: <https://online.hbs.edu/blog/ post/what-is-the-triple-bottom-line#:~:text=The% 20triple%20bottom%20line%20is,%3A%20profit% 2C%20people%2C%20and%20the>

Statista. 2022. UK: most active social networks 2020 | Statista. [online] Available at: <https://www.statista.com/statistics/284506/united-kingdom-social-network-penetration/> Statista. 2022. Most accessed social network sites in France 2020 | Statista. [online] Available at: <https://www.statista.com/ statistics/1090357/monthly-social-media-access-france-platform/#:~:text=Counting%20the%20number%20of%20monthly,with%2031%20million%20registered%20customers>

B I B L I O G

Acuti, D., Mazzoli, V., Donvito, R. and Chan, P., 2018. An Instagram content analysis for city branding in London and Florence. Journal of Global Fashion Marketing. Coleman, D., 2018. Building Brand Experiences: A Practical Guide to Retaining Brand Relevance. Kogan Page. Fill, C. and Turnbull, S., 2019. Marketing Communications. Pearson Education. Godey, B., Pederzoli, D., Aiello, G., Donvito, R., Chan, P., Oh, H., Sing, R., Skorobogatykh, I., Weitz, B. and Tsuchiya, J., 2012. Brand and country-of-origin effect on consumers’ decision to purchase luxury products. Journal of Business Research. Hart, C. and Dewsnap, B., 2001. https://www.researchgate.net/publication/235289858_An_exploratory_study_of_the_consumer_decision_process_for_intimate_apparel. Loughborough University. Levitt, T. (1983), “The globalization of markets”, Harvard Business Review, Vol. 61, pp. 92-102. Minsky, L. and Geva, I. (2019) Global Brand Management. 1st edn. Kogan Page. Available at: https:// www.perlego.com/book/1589495/global-brand-management-pdf Mooij, M., 2018. Global marketing and advertising: understanding cultural paradoxes. Morrison, J. (2020) The Global Business Environment, 5th ed. McMillan N/A, 2008. Lingerie and lingerie’s only - A global report (Part III - France). [online] Fibre to Fashion. Available at: <https://www.fibre2fashion.com/industry-article/3667/lingerie-and-lingeries-only-partiii> Noel, H., 2018. Consumer Behaviour. AVA Publishing. Rosenbaum-Elliott, R., Percy, L. and Pervan, S. 2015. STRATEGIC BRAND MANAGEMENT. Oxford: Oxford University Press. Sinkovics, R., Penz, E. and Ghauri, P., 2005. Analysing textual data in international marketing research. Emerald Group. Vrontis, D. and Thrassou, A. (2007), “Adaptation vs standardisation in international marketing – the country-of-origin effect”, Journal of Innovative Marketing, Vol. 3 No. 4, pp. 7-21

G R A P H Y