F
rom this body of research, it can be concluded that there is a gap in the UK Jewellery market for a jewellery brand which communicates with its customers in emotive, humane marketing. Research into the current retail environment has demonstrated that the where, when and why we shop; has evolved over time. Great Britain is experiencing a heavily saturated retail market with e-commerce changing the purchasing landscape. As stated within the report, Sabira Silcock will need to steer clear of mass selling tactics instead looking to enhance brand awareness by focusing on innovation with events and a multi functioning shopping environment by incorporation a juice bar within her London store, to surprise and delight her customers. Furthermore, using craft within the brands visual language, such as the logo and packaging, represents Sabira Silcocks brand essence. In addition, to incorporating the social and cultural trends and issues witnessed within the current UK market. The future possibilities for implementing the proposed marketing and communication strategy centres around the idea ‘word of mouth is the most powerful tool of promotion’ consumers will want to be a part of the Sabira Silcock community. Sabria Silcock would build a society in the UK market, and with that niche starting point see the brands physical and online market expand.
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