Hush UK/USA report

UK-USA marketing strategy and plan

“Hush is a great success story, and there’s been so much interest around them because they are so good at telling stories, both in the visual ‘stylish’ sense and with their blog posts. They’ve always felt accessible.”

-Womenswear veteran, 2019.

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

Signed(student): C.Ranger..................................................

Date......24th May.................................................................................

Charlotte Ranger N0857460 3300 words

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Introduction Assessment objectives..............5 Methodology..............................6

Situational analysis

Table of contents

Micro-environment Brand history.......................... 7-8 Brand audit.......................... 9-10 Brand health....................... 11-12 UK consumer...........................13 UK position.............................. 14

Macro environment PESTLE..............................15-18 Market health...........................19 Trend drivers........................... 20 Competitor analysis................ 21 SWOT..................................... 22

Market overview Brand position............................... 29 Market health.................................30 US competitors............................. 31 Brand audit....................................32 US consumer................................ 33

How will Hush get there?

Distribution locations.................. 34 Year 1......................................... 35 Year 2......................................... 36 Year 3......................................... 37 TOWS Matrix.............................. 39 Conclusion.................................. 40

Opportunity assessment Ansoff Matrix.................................24 Reccommendation 1.............. 25-26 Key insights.................................. 27

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United States of America

References................................. 41-43 Illustrations................................. 44-49 Bibilography................................50-52 Appendix.....................................53-57

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Assessment objectives This report will outline a strategy plan, of how the UK lifestyle, fashion retailer Hush can optimise their potential in the United States. A detailed situational analysis will be completed in the first section, to underpin the current macro environments of the UK and US. The situational analysis will also look at Hush’s internal strengths, weaknesses, giving recommendations to pinpoint growth engines, that will penetrate their presence into the US. The overall outcome is to reach recommendations within a strategy plan, in how Hush will enter the US market and grow their presence, in a 3-year timeframe, with an adapted business model, pulling together a final conclusion.

Who are Hush?

“We are a fashion forward thinking brand, but not a slave to trends.”

Methodology Primary: A quantitative survey was conducted, to measure the brand awareness and perceptions of Hush, in their current UK position. The survey was distributed through Facebook and Linkden, aiming to target an older demographic of women, getting a sample size of 100 respondents to increase validity.

Store observations were conducted at Hush’s concession in John Lewis, Nottingham; this was at 12:32PM on a Saturday, to avoid 9 to 5 weekly work schedules. This was an effective strategy to observe women shopping at Hush; their personal style, age prediction and to observe the surrounding brands. The second set of store observations took place in New York’s Macy’s and Bloomingdales departments; an affordance this was getting vision into the US retail environment.

Secondary: Secondary databases such as, Mintel and Euromonitor were utilised throughout the whole report, getting an insight into the market sizes in both UK, US and the macro trend drivers influencing the womenswear market.

To broaden the scope of secondary research, background reading was conducted with ‘Global Marketing Strategy’ by Bobo. B Schlegelmilch (2016) describing the principles of global market entry strategies and journals to get an insight into the differentiations in consumer behaviour between UK and US consumer.

-Founder of Hush, Mandy Watkins (Source: Drapers, (2019)

Bloomingdales, New York (Soho)

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Introduction

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Brand history British fashion retailer, Hush was founded when Aussie Mandy Watkins moved to London, as an e-commerce brand with a catalogue. Mandy had background experience in marketing, working for sportswear giant Adidas, in Australia and Hong Kong.Mandy found a gap in the market for chic ‘covetable’ loungewear, that wasn’t traditional and frumpy. The inspiration behind product category was Watkin’s first moving to London, experiencing a cultural shift from the Australian weather to cold Northern Hemisphere weather.

2020

2017/18

Hush have 100 ‘passionate’ employees of men and women, in their London HQ, and plan to expand international e - commerce sales.

Growth in existing customer database to 26% and customer acquisition was up to 15% higher, due to ‘effective’ marketing activity.

Watkins expanded Hush’s product category, to keep the momentum for a summer proposition, beyond their core products into dressy and casual clothing.

Watkin’s husband Rupert Youngman partnered as creative director. Youngman manages the marketing and e-commerce roles.

Hush opened their first pop-up store in Fulham Road, London, which was open for a few weeks. They have pop-ups in big cities across the UK and one in Edinburgh, lasting 5-6 months.

Hush, John Lewis (Nottingham) Hush exclusively partnered with John Lewis. They currently operate in 36 of the 52 physical store channels, across the UK. John Lewis roughly accounted for ‘one-third of the brand’s turnover, in 2016’ (Drapers, 2020).

2003 - Hush was born.

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2004 - Mandy extended the product categorybeyond core loungewear

2005- Rupert Youngman partnered

Situational analysis

2015 - Hush opened their first pop-up store in London.

2016 - Hush expanded into John Lewis concessions

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VISION “First of all, we design clothes to be worn. A lot. Over many seasons. And hopefully by more than one person. We’re not about fast fashion; we’re about high-quality pieces that last, that are both good value and sustainable through use.”

-Hush, (2003)

MISSION

£40

“Even as we continue to grow, we try to retain the mindset of a start-up – with the desire to take risks, to try new things and to challenge ourselves always to be the best we can be.”

Hush, (2003)

million lifestyle empire

BRAND ATTRIBUTES MODEL Brand purpose: Womenswear fashion company, in the premium market

Brand promise:

-Premium quality in

Brand Attributes

Brand essence

product and customer -‘Laid back’ Australian -Unique, within market care aesthetic position.

-‘Feeling good is as -Comfortability -Always trying to expand important as looking -Friendly the company, with their good’ -Personal personal touch -Fashion forward, -Trusted -Stylistic and flexible stylish, cool but not product category led by FADS

E - Commerce

87%

count of Hush’s online sales.

-Fish.I, (2020)

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Situational analysis

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Brand health %

1

brand aware

63.63% brand unaware

87%

ales es

lin

on

7 5-1

37.7%

24.24% ‘Fashionable’

18%

‘Casual/simple’

12%/12% ‘Cool’ ‘Boring

24.24%

‘Other - under the radar’

21%

Hush sales have shown a positive increase, primarily making 82% of sales through their online channels, and ‘10-15%’ through partnership with John Lewis. In the financial year of 2018, the company’s revenue boosted by ‘37% to £40.8 million ‘and investments in new technology, cut pre-tax profits by ‘14% to £4.7 million’. (Hush homewear limited, 2019).

shop at Hush

In 2019 Hush gross profits continued to ‘expand by 25%, reaching £17.7 million’ (Mintel, 2020); operating profits decreased by ‘14% to £4.7 million’. The brands use in targeted digital channels ‘grew new customers acquisition by 15% and their exiting customer database grew by 26%’ (Fish. I, 2020).

E-commerce functions continue to dominate Hush’s % sales revenue

“Hush has been a runaway success from the get-go. It is consistently one of the most popular brands in our shops and most searched-for brands on our website. The collections offer a very wearable, casual aesthetic that really appeals to our customers they love the soft fabrics and beautiful cuts.”

- Perushka de Zoysa, John Lewis womenswear buyer.

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“Building brand awareness is a viable strategy for advertising aimed at increasing brand-choice probabilities.” Hoyer. D.W and Brown. P (1990).

The pie charts above, visualise Hush’s brand awareness and perceptions. Appendix 3. highlights ’63.63%’ are brand unaware, highlighting a relatively weak awareness. Arguably, Hush have not utilised all marketing opportunities in the UK; they have substantial social media followings (134k Instagram followings, 130,115k Facebook followings), giving the opportunity to utilise paid-media, adopting UK fashion influencers, or brand ambassador, to create a unique selling point and increase brand recognition.

Situational analysis

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Customer profile

UK Positioning map Premium

Mandy Watkins always had a vision of what kind of consumer she wanted Hush to appeal to, as a mother, with a full-time job managing her company. Hush accommodates to women with busy, dynamic lifestyles in demand for an easy, flexible wardrobe. Hush do not limit their targetdemographic but find their brand resonating with women aged 35-45.

Gen-Y consumers ‘tend to dress either to fit in with their peers or articulate self-identity and conform to society’ (Emerald Insight, 2017). Evidently, a mature demographic, with more disposable income, want to invest in premium products that offer quality and originality, to distinguish their identity (Maslow’s hierarchy of needs, 1943). Hush’s print media campaigns on the other hand, stimulate an aspirational consumer, using exotic holiday destinations and stylish clothing to portray a travelling archetype; this encourages consumer desire not only to buy their products, but to travel.

Low price

High price

Sarah Hopkins Age: 45 Occupation: marketer Salary (disposable income): £47,000 Location: Leeds Sarah is a 45-year-old marketer from Leeds. She lives in a 4-bedroom family home with her husband, 2 children and their golden retriever, travelling 30 minutes to the office in the city. She has a larger disposable income and spends mostly on beautiful housing interiors, from John Lewis and premium clothing. Sarah discovered Hush in John Lewis and loves their minimalistic style, that accommodates to her office attire and social life. Sarah and her husband own a country home in Devon and enjoy taking family trips every so often, to escape from their dynamic 9-5 schedule’s, packing tight to travel. Sarah does not dress to blend into fashion trends or social groups.

Sarah does most of her shopping in-store on the weekends, as well as taking long walks and working out.

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Mainstream

This perceptual map of the UK shows where Hush sits next to their direct and indirect competitors.

Hush is positioned in the premium market, among their direct competitors Toast, Mint Velvet and Whistles, sharing generic qualities such as customer, values and price-point. However, Hush have no USP or innovative marketing touchpoint compared to their competition.

Situational analysis

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P

Point

UK Impact

USA impact

Consequence

• Brexit • Trump’s tariffs

A Euromonitor (2020) report tracks prices rising in 2019, to 1.8% and an inflation of 1.6% expected in 2020, ‘The big black Brexit cloud’ if effecting consumer confidence and low saving rates. Consumer spending has been the main driver of economic growth, since the 2016 referendum against a backdrop of low inflation, low interest rates, low wage growth and high employment.

A Euromonitor (2020) tracks exports falling (in dollars) by 1.4% in 2019, due to a slowdown in major trading partners.

Leaving the EU puts bigger challenges ahead for smaller retailers like Hush; leaving customs union means exporters will have to fill out a declaration form, which can be very expensive.

Trade with the EU are set, by the terms of WTO’s, and means tariffs would be applied, increasing the costs of imports and exports.

A vogue business report states that 80% of the UK clothing exports are currently sent to the EU. In 2019, exports represented 16.1% of the GPD, Euromonitor(2020).

E

• Retail landscape • Disposable income

According to Green street advisors the US department stores still represent 60% of the anchor space within shopping malls; Macy’s chain store closures, and Barneys will officially close in February 2021, due to transforming consumer behavior, casing fluctuations in traditional retail models.

According to a Passport (2020) report London has reduced the ‘50% income tax band for the highest earners to 45%’. The UK’s median age demographic in 2019 was ‘40.2’ years old’ with an ageing demographic; 18.4% represent those elderly’s over 60 years old. The report claims the disposable income will increase by 5%, within 2020.

S

• Urban growth • Social media

”The fashion sector in the UK is built on dutyfree access , risks of export tariffs into the bigger trading partner from 2021 onwards.” – Vogue (2020). The UK is the US’s biggest trading partner; therefore, this increase costs exports and imports between the UK. According to the Office of US trading partnerships, in 2018 exports were at $141billion; Trump’s latest tariffs can make exports entering the US market very expensive, and overall decrease the company’s turnovers.

All the large megacities such as London attract a rising prosperity group of consumers (ACORN model), or sophisticate millennials.

A Euromonitor (2019) report claims that in 2030, 61% of the world’s population will be urban.

With an increasing disposable income around the world, the annual disposable income in 2019, reached 14.97 trillion dollars(Duffin. E, 2020).

However, there is some recessions as the US pre-tax salary and social security (which is the UK’s National insurance), e.g. US insurance healthcare is a lot higher. Entering the US Hush would need to consider the GPD to USD conversion rate, after tax cuts.

Direct debit and credit cards are key payment methods in the US, convenient purchases.

In a world of urbanization an MGI study expects the US megacities will account for 60% of global GDP growth by 2025, supporting their developed economic clout. The metropolitan parts of New York city and Los Angeles, is home for nightlife hotspots, restaurants, large shopping destinations and tourist hotpots.

The health and wellbeing of consumers was universal and took off in 2019, increased fashionable athleisure.

By 2021 the pace of growth will reach 1.4%, gradually increasing, to built a more durable economy. Therefore, general sale promotions could appeal to the market, under financial strains.

Taxation on trading goods into the US can be very complex.

Added taxes vary from the US region, state, city and the nature of market entry strategy. Hush would have to be advised from a US professional on how to deal with tax laws.

Keep product prices the same, in USD. Concessions managing to resist digital challenges are Nordstrom, accounting for 20% of the American malls shopping space (CNBC, 2020) and Bloomingdales. Prestige US concessions give Hush an opportunity to enter the market, as a joint venture, inheriting less risk.

From the key findings, there is a prominent theme of uncertainty for the future, in UK and US environments, due to the economic turbulence, and transitioning retail environments.

However, purchasing power in the US has increased since 2018 (Santander,2020), as they tend to have an optimistic outlook on the future of their economy. According to Santander (2020) 82% of the US population live in urban areas; the key metropolitan cities would give Hush the opportunity to increase their growth engines and profits, as these areas are more expensive.

A growth engine for the megacities, is the young professionalism appeal. This provides Hush an opportunity to extend into a workwear edit, as they only offer two blazers, within their product range. Hush’s primary competitors such as, Whistles and Jigsaw both offer a tailoring edit; this gives Hush the opportunity to displace some of their British competitors. A workwear edit would be suitable for New York city, as it caters for a dynamic, professional consumer. However, within the Western coast of the US states, such as California and San Francisco, styles are casual; Hush offers a laid-back style, which would appeal to these states.

Digital spending will see a double-digit growth each year; forecasters expect it to reach 129 billion USD by 2021 (Santander, 2020), increasing the gap expenditure on TV advertising in the US. Facebook has 190 million active users, of the US population (J. Clement, 2020); this one of the largest social networking sites to exist, giving Hush the opportunity to adapt their advertisments to the US generating more Facebook content and video advertisments.

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Situational analysis

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T L

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Point

UK Impact

• Mobility • AR/VR

Youngman states “There’s been a massive shift over the past two years towards customers using mobile, and you need a mobile site that’s super-fast, and really robust.” Today’s consumers are hyperconnected; 71% of consumers use technology to improve their daily lives.

• Leasing retail space • Ethical laws • Product regulations

Online networking channels are reshaping the way 2020 consumers shop, operating a convenient shopping experience. A Euromonitor US womenswear (2020) report claims, ‘social commerce will grow’, with apps such as Pinterest and Instagram, launching AR and VR technology is reshaping the retail landscape, in-app features, allowing consumers to shop by immersing in consumers shopping experiences and directly, through these social platforms. For lifestyles. It has shown improvements in the UK in 2019, after example, Euromonitor’s lifestyle survey (2019), a disappointing year. A Mintel report claims ‘the daily usage of accounts 11% of US consumer between 11-39 millennials have shown improvements. buy something via social media channel.

Hush currently makes 15-17% of their sales through their retail distribution channels. Having that exclusive partnership with John Lewis, uses their point of sale system and having a lease for over a year enables price negotiation.

Traceability of supply-chains and the wellbeing of workers, has been pioneered from the 2013 Rana Plaza factory collapse. In 2019 Hush put in place a supply-chain mapping exercise, to get a clear vision of their tier 1 factories, which produce Hush products.

• Consumer consuption

USA impact

The growth of VR is expected to grow differently across different regions; an eMarketer article predicts 52.1 million users to use VR and 83.1 million users to use AR, accounting for 40.7% of the US population. US brands such as Kate Spade and Timberland.

Depending on the channel of retail, it can be expensive to find the correct location. The concession model can give the brand more financial flexibility. Competition is high for the best retail location and high foot traffic, within the fashion industry; this could give Hush to opportunity to increase brand awareness, with less risk.

Any fashion business considering to enter the US market; the product needs to meet market access and market acceptance, under For Hush’s modern slavery act they have plans put in US law. Hush must meet 4 steps; meeting place, to map some of their lower tiered contractors, where online CFR regulations, relevant technical risks of modern slavery are higher. By the end of 2020, regulations, private sector standards that they will partially map subcontractors and their secondary products or services are sold and provided in subcontractors (handling embellishments, embroidery and the US and conformity assessment measure packaging). However, the lower tiered sectors, sourcing of (e.g. self-declaration from suppliers, testing, components and raw material have not been mapped yet. certification), step 4 may vary by product.

(StandardsPortal).

A Euromonitor (2020), sustainability report ranks the UK 16th A passport (2020) report, highlights the USA index, as positive development in the energy and water pillars being ranked 9th globally in the energy pillar. A occurred. Fashion brands are currently being scrutinized sustainability issue, within the US, is the stress for ‘lip services’ initiative statements, rather than putting a of renewable water resources, particularly measurable plan in place. located in the dry regions such as California, compared to the norms (USGS).

As a slow fashion brand ‘not a slave to trends’, Hush are unconsciously sustainable, by creating a capsule wardrobe The US sustainability market is forecasted of high-quality products, within their vision. To develop their to reach $150 billion, by 2021 (Rosmarin.R, environmental strategy, Hush are partnering with Centre of 2020). In the US, the sustainability is a lot Sustainable Fashion, using sustainably-sourced Brazilian larger, with brands proving to be ‘radically sugarcane packaging, which is easily recyclable. transparent’. They have brands such as Reformation, reshaping the sustainability market and Nordstrom, recently launching a sustainable style category and the first US department to introduce the circular production.

Situational analysis

Consequence With the rise of hyperconnected consumers and social media robust, this gives Hush the opportunity to increase their brand awareness, by utilizing a British influencer.

Within the US, American consumers are using in-app features to directly shop from retailers. A third of the US population, use Pinterest to follow brands and companies, between the demographic of 30-49 (J.Clement, 2019). Hush could offer more direct shopping channels through Instagram and Pinterest,using direct debit and credit card payements to get next day delivery, under seasonal promotional deals.

The popularity of AR and VR in the US, could be apply as an experimental tech window in Hush’s pop-up, within the US market. Shopping basics via tech window displays, could be a hit in the cosmopolitan cities to fit around the consumers need for convenient purchases.

Leasing through third party, in the concession model can operate automously, posing less inherent risk, than the traditional retail model. From a legal perspective, concession contractual agreements requires some heavy lifting; there are leasing aspects, employment issues, co-branding and intellectual property matters. The brand’s relationship with concession falls between landlord tenant and a supplier-retail distributor relationship.

Usually meeting product regulations for ach sector is a timely process, however failure to meet these regulations may result in Hush getting denied into the US, and potential lawsuits for the private sector.

The popularization of brands being more sustainable, particularly in the US, offers Hush an opportunity to add a sustainability edit, within their collection. As there is a renewable water stress, within the Southwest regions of the US, Hush could adapt a sustainable that uses less water,in their production.

Americans consume more that 20 billion garments per year, on average 64 garments per person each year. (Amed. I, 2020). However, consumers are becoming increasingly conscious about how much they are purchasing, with the impacts they have on the environment. Therefore, an increased number of consumers are demanding brands put sustainability at their core.

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Market drivers

UK Market health CURRENT PERFORMANCE AND FUTURE: 2020

Consumer experiences (Macro) The UK womenswear market is predicting a ‘3% steady growth in 2019’, within the womenswear market, reaching ‘£24.2 billion sales’ (Passport, 2020). Unpredictable weathers in the economy, has impacted the slow growth, within clothing markets. In contrast, the rapid growth of online retailers has taken a large proportion of market shares; Asos and Boohoo taking ‘0.8% of company shares’, highlighting the volume of fast-fashion companies (Mintel, 2020). This poses a challenge for premium household names, which own brick and motor stores, lying

in the middle-market position, who don’t take many fashion risks. With external economic factors, such as tax-rates and Brexit impacting the market size, (Mintel,2020) predicts the UK womenswear market growth, to reach a value of ‘3.2%, by 2024’, which is a sizable market for Hush to expand opportunities.

Healthy living (Macro)

‘28.9 million GPD’

‘Many of the primarily bricks-and-mortar retailers are set to continue losing ground to e-commerce in the forecast period.’

-Passport, (2020)

-WGSN, (2020)

womenswear 2024, forecast retail value.

“In order to evolve physical stores must embrace technologies that have helped their online counterparts succeed” (LSN Global, 2018). The primary and secondary research into Hush’s market performance, have highlighted they have mastered both offline and e-commerce channels; however, it is important to merge these touchpoints, creating a tangible retail landscape, keeping up to date with social and technological trends. Despite the trend hperconnection (consumers using their smartphones,leading to a seamless shopping experience), LSN Global states still ‘86% of consumers say they like to ‘experience stores’, to get a feel for the product’s performance and quality; leading to a third of US consumers ordering online.

Wellness is defined as ‘state of complete physical, mental and social wellbeing’ (World Health Organization). Consumers are reaching out to brands, demanding the product provides a clear path to health results, within this flat aged society. Fashionable athleisure has disrupted the market, which has been driven by the hot topic, ‘healthier-people, healthier planet’(Globalwellness,2019).

In Britain 72% of millennials are concerned about their mental health (Attest, 2019). However, US counterparts are 15% less likely to feel the same way, they are more driven about their physical image. The future of the wellness trend is the shift from ‘exclusive to inclusive’ (US Mintel,2020).

“According to US intelligence company Market Research, the self-improvement market was worth $9.9bn in 2016 and is estimated to grow to $13.2bn by 2022 with 5.6% average yearly gains.” WGSN Global (2020).

Less is more (Micro) “I’m not particularly interested in developing the next ‘It’ dress because by definition it is ‘It’ for a season and then not ‘it’ any more.”

As highlighted in the PESTLE, the US sustainability market is forecasted to reach ‘$150 million in 2021’ (Rosamarin. R, 2020), and is heavily impacting the UK. Sustainability is probable to impact older consumer, around 45 who has a higher income. The ‘Less is More’ micro-trend stems off globalised sustainability; Millennial’s consistently shopping through their smartphone devices, has driven the need for trends to slow down. Hush adopt this trend, within their vision as they not interested in creating the next ; they are a slow fashion company, who don’t respond to quick seasonal trends. The ‘less is more’ trend resonates with Hush’s target market as they look for quality, core basics, less wardrobe clutter and minimalistic items.

-Mandy Watkins, (2019)

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Situational analysis

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UK competitors Toast is a direct competitor of Hush, both sharing the core values of a UK lifestyle retailer, not adapting to many fashion trends. Toast and Hush sit in the premium position; however Toast inherit a unique selling point, with their innovative designs and have expanded their presence by opening concept stores in the US and Europe, with a mixture of their fashion designs and homeware.

SWOT Analysis Strenths

Weaknesses

Diverse womenswear product category Brand health (p.11), highlights a relatively weak Core vision emphasises quality and longevity, brand awareness (Appendix. 3. 63.63% brand appealing to their target market of an older unaware) woman Balanced product range in terms of premium Only 15-17% of sales are made in-store price-point, colours and prints (Drapers).

7% year-on-year rise in turnover to £73.4 million - (Fish. I, 2019).

Whistles sits in the premium market position, alongside Hush with slightly higher-price points, and more up to date designs. However, Whistles rapid expansions into more UK third- party companies such as House of Frasers, Asos and US’s Bloomingdales has arguably given them a wider consumer base and brand awareness in the UK.

Retail models are planned carefully and hold Do not have a sustainability line; Hush are lower risk – pop-up’s and concessions are low- missing out on a huge driver, which all their UK risk strategies direct competitors have adopted Strong social following

Retail models are planned carefully and hold lower risk – pop-up’s and concessions in John Casualisation of the brand is something Lewis gives the brand great exposure, buying popularized in the UK and US, requiring little less product and ultimately lower costs. product adaptation if locations are pinpointed correctly, based on lifestyle.

Opportunities

Threats

35.90% survey respondents seen retail store (Appendix.4), this is an opportunity for Hush to minimise their weakness of lack of retail stores, by opening more stores in the UK.

£100 million company value - (Fish, I, 2019) Mint velvet share similarities such as premium quality, market position and price-point to Hush; they ultimately operate at an international scale and adapt to more macro trends, in each market they live in. Mint Velvet currently own 47 stores in the UK, 15 global stores, operate in 86 concessions worldwide and 136 global outlets.

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The biggest threat is Hush’s competitors offering a similar capsule wardrobe but more.

The scale of their direct and indirect competitors are larger and have wider product categories, stretching beyond clothing; the competition Collaborate with UK fashion influencer to gain could potentially grab market shares from Hush, brand recognition, so Hush have a strong if they fail to keep up with the mega trends. baseline, when they enter the US. Competitors are more accessible, with more Introduce a sustainability, as it’s a hot topic stores, across the UK and internationally. impacting the global fashion industry; US consumers are driven to purchase products Legal borders, such as Brexit, tax on exports with an emotional connection as opposed to into the US, will take some careful planning practicality.

Situational analysis

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Existing markets

Ansoff Matrix

New markets

23.

23.

Opportunity assessment 23

Existing products

New products

Market penetration

Product development

-Open standalone stores in shopping -Introduce a workwear/tailoring hotspots edit to accommodate professional consumers, and displace -Expand into more concessions competition (House of Frasers, Fenwick), to keep up with key competitors -Develop a sustainability line – e.g. organic cotton, remove plastics -Use British fashion influencers to promote products (Emma Hill is an -Work on tech-materials to make influencer on brand) new athleisure products, keeping up with wellness trends Market development Diversification -Extend premium basic products and -Expand into swimwear, as sneakers, to fit the casualisation of temperatures and humidity are East coast states higher in regions of the US. High quality and glamourized swimwear -Penetrate into the US market, under is a micro-trend, within the current 3rd party concessions (Nordstrom, market.

Bloomingdales) -Americans are sociable; they enjoy -Research competitive landscape, to going out for a meal (16.5%, Attest, ensure products are on market and 2019) on Friday night, while Brits keep up with US competition favour takeaways. Extending smart/ dressy evening wear could be Establish US infleuncers, to connect popularized in the US. with a new consumerbase.

Opportunity assessment

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Reccomendation 1

What?

The PR proposal

Launching a PR event, utilising reality stars and influencer is the best strategy for Hush to leverage brand awareness in the UK. The PR launch will take place in Hush’s London pop-up; it will be an exclusive event, including Hush’s launch of their sustainability edit, their bestsellers, and Instagram photo set-ups, to spread the word via social platforms. Appendix 7. Highlights’ Instagram (60%) and Facebook (69%) have the highest usage rates, with the target marker; therefore, Hush can leverage awareness of the relaunch through these social networking channels. Hush will also be creating a section on their website including the #insupirehush, where consumers can upload photos in Hush’s products or on Instagram, to generate shared-media; consumers are “200% more likely to purchase a product seen on a real woman, than models (Aquise. L, 2019). This is something all their UK competitors employ on their homepage, creating trust and brand awareness, so its significant for Hush to keep up.

Who?

Employ brand ambassador Emma Hill; popular fashion influencer, blogger and content creator.

Emma fits with Hush’s visual content style and brand ethos of minimalism, with sustainable values.

She is a 34-year-old, London based-influencer, with a large following of 619k, reaching out to Hush’s target audience. The PR list of the relaunch, will include reality celebrities and social media influencers, distributing awareness through social media.

Why? A key finding from the SWOT analysis is brand awareness in the UK, is Hush’s weakest point of reference, because they have no USP, compared to their direct competitors. Rupert Youngman stated “The problem with going international is that you divert so much resource away from your domestic business. We were told: ‘Don’t do it until you’ve exhausted your domestic market’ and we’re nowhere close to that.” (source: Drapers, 2020). However, to grow as a business, utilising paid media, will increase brand awareness, as the hypoconnectivity of consumer within the digital space is a macro trend (covered in PESTLE). Using a fashion influencer like Emma Hill, who shops at some of Hush’s direct and indirect competitors will give them a point of differentiation and brand trust, as Brits tend to be more ‘pragmatic’, needing a reason to purchase. A sustainability edit could be a recommendation also translated to the US, as it’s a macro trend, impacting the global fashion industry.

#Inspirehush Upload a photo of yourself in Hush

Upload here Tia Lienker spotted in matching printed activewear.

Leggings £69, sportsbra £39

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Opportunity assessment

Our ambassador Emma Hill in Stipped Tote Bag £65

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PART 2: US market overview Internationalisation has become a strong theme for UK retailers, to strengthen their market positioning; but the US is one of the hardest markets to enter. As a smaller independent fashion retailer one of the key learnings is Hush cannot simply ‘cut and paste their UK business model into the US market online’ (Drapers, 2019).

Business model key findings Based on the key findings within the PESTLE, Hush will need to consider Trump’s added Tariffs on exports into the US, the stability of the economies in both UK and US is causing a strong theme of uncertainty for the future, such as Brexit increasing taxation policies, competitive nature in employment and weight of disposable income increasing.The urban growth, within both markets, ‘82% of US living in urbanised and metropolitan areas’ (Santander, 2020), is an opportunity for Hush to be present in US shopping hotspots.

‘As compelling as the forces for global integration and coordination managers should not overlook the drivers for local adaptation and responsiveness’(Bobo. B Schlegelmilch, p.8).

The Ansoff Matrix analysis offers some key product extensions to penetrate the US market, such as evening wear, swimwear etc, which could adapt to the casualisation of the warmer climates in the US, and social life.

Based on the internal analysis of Hush (within SWOT), a recommendation was made in the UK to build brand awareness and perceptions, with their existing market presence, as the primary research concluded they had weak brand awareness.

Further opportunities within the US market, were made in the Ansoff Matrix analysis; to conclude Hush have a fitting product range for the US market, but to keep up with their competitors, creating a USP.

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USA brand positioning

US Market health

Premium

US womenswear market (Passport, 2020).

High price

Low price

‘164.6 million USD’ womenswear 2024, forecast retail value.

-Passport, (2020) Womens nightwear (US), Passport (2020)

Mainstream apparel This perceptual map shows where Hush sits, within the American clothing market, against some direct and indirect competitors.

This graph illustrates the US womenswear market performance and forecasts. The growth within the apparel clothing market, has been increasing rapidly , compared to the UK market health; US consumers generally have a more positive outlook on the economic future, influenc-ing their larger spending power. Forecasters predict a steady growth by ‘3%’ are predicted each year, to reach a market value of ‘164.6 million USD, in 2024’.

Highlighted within the trend drivers (p.20) US value retail experiences more, as opposed to the UK’s e-commerce industries growing; the US market leaders include Gap Inc (4.8% retail value), L Brands Inc (3.7% retail value) and Walmart Inc (3.3%).

To break the market down into product categories, the US market are seeing an increasing trend of US consumers rationalize spending on high-use items such as outwear, but also follow seasonality trends such as swimwear. The nightwear and swimwear are forecasted a steady growth in the US market and outwear a rapid growth.

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US market overview

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US competitors -(Wang. C, 2019)) J. Crew and Madewell both operate under the same brand umbrella. While diffusion line Madewell continues to grow, with the USP of putting quality denim at the heart of their brand identity, J.Crew have lost some market shares, due to not keeping up with current macro trends, however they are still operating as a market leader taking ‘0.9%’ share value (Euromonitor, 2020).

“

“

Madewell reached a ‘revenue of $614, in 2018’.

Brand audit As a nation Americans tend to be more positive and see things through rose tinted spectacles, but Brits tend to be more pragmatic .

-Sue Chidler, Cath Kidston marketing director, (2019).

Tart collections will be a direct competitor of Hush, in the specific region of North California; their vision is ‘West Coast cool with a dose of poolside glamour’, adopting the casualisation on the East Coast. Tart collections is a smaller scaled brand within the US, distributing through their website and 3rd – party e-commerce retailer revolve; they have a unique business model of A – list celebrity endorsement and typically run advertising campaigns through YouTube.

“54%

of female clothes shoppers purchased clothing to treat themselves” US Mintel (2020)

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“As a nation Americans tend to be more positive and see things through rose tinted spectacles, but Brits tend to be more pragmatic”.

-Sue Chidler, Cath Kidston marketing director, (2019).

US market overview

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Target market The US consumer

Part 3: How will Hush get there?

Assessment objectives: The final section of this report will outline the 3-year strategy of how hush will optimise their potential in the US, by using key findings from external environment. At the end of the plan, strengths and weaknesses will be identified to define further opportunities Hush can utilise in the US, reaching a final conclusion.

‘US consumers tend to be more optimistic’ - Marketing week, (2019)

Socioeconomic

Name: Kate Hampton Age: 31 years-old Occupation: Assistant production manager, in fashion State: San Francisco Yearly income (after Tax cutbacks): $60, 079

Psychographic

Kate is a young professional, getting promoted to assistant production manager, 3 years into her job, after she graduated with a masters. She is a single woman living with her Yorkshire terrier, in her 2-bedroom apartment (central San Francisco), which is a very expensive household, due to the area. Kate splits her shopping online and instore; she can resist a sustainable label and believes sustainable doesn’t always have to have a big price-tag. She is cool, trendy,but a minimalist at heart, who loves being updated on her favourite influencers feed and lifestyles.

Kate catches up with friends every Friday; she is a foodie who likes expensive dine and cocktails, to escape her hectic work schedule.

Kate also loves soul cycle on the weekends to maintain her mental and physical wellbeing.

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Distribution locations The US is a sizable market, with each region inheriting differentiating factors like lifestyles, culture and style. Therefore, Hush will distribute to California, San Francisco (CA) and Chicago, as these are metropolitan areas are fashionably on the radar, with a laid-back sense of style, fitting for hush. For the 3-year strategy, expanding into a few states to begin with, inherits less risk factors such as scattered management teams, and can cause the ‘ripple effect’ (Root. N G, 2019), across the states.

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Year 1

Market entry - January 2021

Year 2

Digital expansion - January 2022 Micro-strategy part 1: Nordstrom was the market entry strategy to establish a stable sales programme in the US. Both print and digital marketing offers are big is the US – however, ‘traditional’ marketing is expected to reach an ‘18% decline in 2020’ (EMarketer, source: Vox, 2020); digital technologies widening the gap. The PESTLE outlined ‘190 million of the US population, are active users on Facebook’ (J. Clement, 2020), being the largest US social networking site. With this audience scale, Hush have the opportunity to use database marketing, by regenerating Facebook pixels to target specific age, interests, relationship status targeting the right click traffic of the US. J. Clemet states a high revenue of Facebook is generated by advertising.

The US is the largest, most competitive and technologically advanced economy in the world.

Therefore, in the first year of penetrating the US market, Hush will solely be focusing on leveraging brand awareness with US consumers, through adapting their retail and digital marketing strategies.

Micro-strategy part 2: Following the first magnet lead of the Facebook opportunity, similar to the UK recommendation Hush should utilise local influencers, to digitally manifest themselves in the US.

Hush will enter the US market through Nordstrom, with an extended franchise market entry strategy; Nordstrom are an ideal fit for Hush, as represent both premium and luxury brands, like Hush’s competitor Madewell, placing them in the correct market position. Established US departments store sales came to a total of ‘141 billion USD’, highlighting the high foot-traffic (Connel’ O. L, 2020); while some like Macy’s and Barney’s are suffering economic fluctuations(covered in PESTLE), Nordstrom have managed to tackle challenges, by adapting to macro-trends, putting Hush in a stable market positioning for the first year.

Kate Ogata is a fitting influencer, to promote Hush; she is a digital content creator from San Francisco and has a substantial following of 142k. A recommendation is partnering with this influencer to drop a seasonal collection with a traditional video advertisement, posted as a Facebook pop-up and a 24-hour Instagram takeover, tagging all of her outfits, with the #inspirehush, to build their shared media, using a catchy tagline.

To achieve gaining brand awareness, in a completely new market, going through a third-party equity mode, like a US concession, will inherit less risk factors and simultaneously gain brand recognition, under a high footfall.

“Wholly owned subsidiary and joint ventures are the best choice for long term commitment, giving you greater control of your brand” (GOV UK, 2016).

Emotive advertisement is key don’t purchase for ‘practicality’, US influencers, who have built will engage their audience and message seamlessly.

The image above, outlines what the joint venture with Nordstrom will look like; having 15% off on first orders, is effective promotional opportunity, as US consumers tend to be loyal to their favoured brands, but ‘10%’ sway to cheaper prices and sale promotions (Santander, 2020). Hush will be distributing their product ranges, to all Nordstrom’s located in California and Chicago.

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Strategy plan

in the US; consumers so utilising a variety of up their own audience, communicate the brand

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Year 3

Pop-up strategy - September 2022 Throughout their 3-year strategy, once Hush have reached a level of market security, they will expand, launching pop-up stores to test the markets independently. These pop-up stores will be opened in Los Angeles, San Francisco (CA), and Chicago, in premium shopping outlets, to reach their target audience.

Hush operate online orders only through their UK website and Nordstrom’s website with the product lines that entered the US. The pop-up stores will sell the same product category as Nordstrom, with their bestsellers, sustainability edit and swimwear line at store front and in window displays.

Hush will have payments methods of direct debit, credit cards and cash, made through an iPad, to make seamless transactions.

‘Citadel Outlets represents a style that is uniquely Los Angeles. L.A. style is admired for its effortless yet refined presence.’

(Tripadvisor, 2019)

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Strategy plan

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Tows Matrix Internal factors

Weaknesses (W)

-Use of UK and US fashion influencer

- Missing out on a huge market, in North America

-Entering Nordstrom poses less risk factors, gains brand awareness in the US

-Only delivering through UK and Nordstrom website

-Tagline #inspirehush, generates consumer-based content, under shared media, increasing brand trust and build brand image

External factors

Opportunities (O) -Expand into North America, as it’s the most populated cosmopolitan city of the US. As covered in PESTLE, living in urban areas is increasing, and these consumers have a larger disposable income

(WO)

Enter North America by collaborating with a wellestablished brand like Kate Spade New York who utilises collaborations. Kate Spade is known for her luxury colourful bags but expanded a clothing line, that’s an indirect competitor for Hush in this region. Hush are known for -Launch a flagship store, for their core product of comfortable long-term commitment loungewear; a product Kate Spade doesn’t have in their product -Sponsored events line. This collab could launch in AW2024, ; a prestigious brand like -Take more fashion Kate Spade would engage their opportunities target market with Hush.

Threats (T) (ST)

Use third-party e-commerce websites such as Revolve, to sell more of Hush’s product lines. Revolve is a website most of Hush’s US direct and indirect competitors distribute from; staying relevant in the market and increasing scope of sales.

-Need to be 100% transparent about sponsored content, as brand authenticity and loyalty is key in the US

Launch a flagship in New York City. Hush would need to localise their product category to the style of North America; very professional, city sophisticates. Stretch product range into categories their competition doesn’t offer or has a weak line.

-Saturated market in the US; competitors have well established brand names in the premium and apparel markets, taking market share

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(SO)

A clear threat is the uncertainty in consumers mindset, by paid sponsorship in influencer’s promoting a product. As authenticity and transparency is a trend, Hush could do a marketing advertisement using real women, to create trust.

40.

Strengths (S)

Conclusions

To conclude, the 3-year strategy plan was one-way Hush can enter the United States, influenced by all external and internal growth engines, covered in this report.

(WT)

Hush could direct export more of their product lines to the US in batched scale.

An opportunity is to have VR in their pop-up stores, to shop the exclusive UK lines that aren’t available in-store, to get next day delivery.

Exclusive promotions.

After conducting the situational analysis, one key point stressed throughout the report, was their basic brand awareness; therefore, a recommendation was made in the UK, to utilise a brand ambassador, giving Hush a strong baseline, within its current UK position.

The strategy plan focuses on both the retail and digital expansions, that would maximise Hush’s brand awareness and usage in the US. To conclude these strategies, Nordstrom was an effective plan to enter the US, with less inherited risk factors, as Hush is a smaller fashion retailer in contrast to some of their US competitors. The digital expansion recommends, utilising local US fashion influencers and consumer generated marketing, to direct Facebook pop-up ads, towards Hush’s target market, as this is the biggest social networking site in the US. As covered in the PESTLE analysis, the hyper connection of consumers today is a leading macrotrend that every brand has applied to their social media channels; consumers are increasingly shopping directly through their smartphones and in-app features; digital is not something Hush can ignore, for their future growth Hush are aiming in the right direction; they have established brand growth in the UK market, with revenues increased to £40.8 million (2018) and continued to expand by ‘25% in 2019’. The market health of the US highlighted its attractiveness with a forecast of womenswear to reach ‘146.6 million USD’ by 2024, offering hush huge opportunities to globally expand.

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McGregor,K, 2019. Why Hush is becoming a big noise. Drapers [online], 11th April. Available at: https://www.drapersonline.com/product-and-trade-shows/why-hush-is-becoming-a-bignoise/7019899.article?search=https%3a%2f%2fwww.drapersonline. [Accessed on 16th May].

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Appendices

Appendix 3.

Appendix 1.

Appendix 4.

Appendix 2.

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Appendix 5.

Appendix 7.

Appendix 6.

Appendix 8.

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Appendix 9.

Appendix 10.

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