Page 1

Marketing Report for littleTOAST By Charlotte Haslam


(Fig 20)


Contents Section 1: TOAST History 5 Section 2: TOAST Brand Models and Theories

7

Section 3: TOAST Consumer 19 Section 4: TOAST Shop Report 23 Section 5: Market Research Questionnaire

25

Section 5: Introducing the new sub brand littleTOAST 27 Section 6: Brand Models and Theories

29

Section 7: littleTOAST Consumer 43 Section 8: Promotional Strategies for littleTOAST

51

Section 9: Conclusion 63 Section 10: Models, Theories and Image Appendix

64

Section 11: Bibliography 110


(Fig 21)

TOAST History 4

TOAST Brand M o d e l s and Theories

T O A S T Consumer

TOAST SHOP REPORT

M a r k e t Research: Questionnaire

Introducing the new sub brand littleTOAST


TOAST History

TOAST was created by Jamie and Jessica Seaton in 1997. The USP is selling the TOAST lifestyle to the consumer. Producing and selling a lifestyle through clothes that are well-made, easy-to-wear and rarely obvious. It takes the thinking out of getting dressed in the morning as the whole collection corresponds easily together, into a beautiful way to live. The TOAST consumer needs this, having young children and having little time for shopping for themselves means that it is important they are buying a timeless well-made piece (Fig. 1).

littleTOAST

B r a n d Models and Theories

l i t t l e TOAST

Consumer

Promotional Strategies to launch littleTOAST

Conclusion

Appendix

Bibliography 5


(Fig 22) TOAST History 6

TOAST Brand M o d e l s and Theories

T O A S T Consumer

TOAST SHOP REPORT

M a r k e t Research: Questionnaire

Introducing the new sub brand littleTOAST


w

TOAST Brand Model and Theories We are a wholesome brand, using organic products where possible. Each TOAST store, is quirky and individual, it feels like a treat for the consumer. Something different from the rest of the high street fashion boutiques. We use simple advertising and brand image to reflect our brand ethos. All staff are experienced within the lifestyle retail sector. Garments are packaged beautifully with tissue paper and placed in simple brown paper bags with the to-the-point and modest logo. The quality homeware stock is placed strategically around the store, which creates an ‘at home’ vibe (Fig. 19)

Neil Hobson, Retail Operations Manager, TOAST’s “values of the brand are, Simplicity, Modernity, Comfort, Colour and Sobriety” (Fig 2).

littleTOAST

B r a n d Models and Theories

l i t t l e TOAST

Consumer

Promotional Strategies to launch littleTOAST

Conclusion

Appendix

Bibliography 7


Brand Onion (Fig 3) Brand in Action:

-Brick and Mortar stores are set in quirky, individual locations, with a history behind them. -Brick and Mortar stores are set in affluent market towns. -Wrapped beautifully and packaged in simple paper brown bags. -Simple and clean brand image which is reflected in their advertising and PR. -Quality Homeware is sold in store and set out to create a relaxed and home like shopping experience.

Brand Personality:

Organic, Luxurious, Prestigious, Desirable, Creative, Quirky, Easy to wear, Macro Trends. Brand Values:

-Make the customer feel special, offering a intimate retail connection. -Creating a lifestyle for everyone in a style tribe/family. -Only in exclusive market towns so you have the feeling of exclusivity. -Offer an extra special touch, through friendly and experienced staff, beautiful packaging, informing and visually appealing look books etc. Brand Essence: Luxurious Organic Halcyon Lifestyle

TOAST History 8

TOAST Brand M o d e l s and Theories

T O A S T Consumer

TOAST SHOP REPORT

M a r k e t Research: Questionnaire

Introducing the new sub brand littleTOAST


HIERARCHY OF FASHION BRANDS (Fig 4) Haute Couture and Couture High end Fashion

Luxury Designer and Premium Brands.

Middle Market Designer diffusion bridge lines, affordable luxury retail brands, market retail chains.

Mass Market

High street multiple retailers.

Value Market

Value fashion retailers, Discount retailers.

littleTOAST

B r a n d Models and Theories

l i t t l e TOAST

Consumer

Promotional Strategies to launch littleTOAST

Conclusion

Appendix

Bibliography 9


Brand Positioning Map for TOAST (Fig 5)

TOAST History 10

TOAST Brand M o d e l s and Theories

T O A S T Consumer

TOAST SHOP REPORT

M a r k e t Research: Questionnaire

Introducing the new sub brand littleTOAST


PRICE ARCHITECTURE (Fig 6) Exit Priced Products Premium Priced Products Mid Priced Products Lead in Priced Products

littleTOAST

B r a n d Models and Theories

l i t t l e TOAST

Consumer

Promotional Strategies to launch littleTOAST

Conclusion

Appendix

Bibliography 11


SWOT ANALYSIS OF THE MOTHER BRAND TOAST (Fig. 7) Harmful To achieving the objective

Helpful To achieving the objective Internal Origin (Attributes of the Company)

STRENGTHS

WEAKNESSES

•Loyal Customer Base. 125,000 unique visitors to

•Does not supply childrenswear or baby-wear.

the website every month.

•Very small design team. Only 3 designers.

•Financially backed by the FCUK group.

•Niche market

•Do a lot of collaborations with artists, craftsman,

•Main office is not based in London but a business

and textile designers. With a similar design ethos to

park in Swansea. Which means they aren’t in the heart

them.

of the fashion business in the UK.

•Beautifully presented mail order catalogues.

•Manage most of their processes in house.

•Use organic products where possible. Very ethical

•Competition has more UK and International based

company.

stores and presence.

•Company founders Jamie and Jessica Seaton still

•Don’t have a great online presence. TOAST compe-

part own and run the company.

tition, ‘Jigsaw’ and ‘Anthropologie’ advancing in all

•Manage most of their processes in house. Which

social media platforms.

avoids confusion and creates good inter worker

•Also ‘Jigsaw’, ‘TOAST’ main competitor has a mobile

relationships.

and tablet app.

•Strong relationships with suppliers. •Use age and size appropriate models to make their core consumer feel comfortable.

External Origin (Attributes of the Environment)

OPPORTUNITIES

THREATS

•Potential to cater into subsidiary products, like sta-

•Main competition caters for childrenswear and

tionary, gifts.

baby-wear.

•Cater for childrenswear and baby-wear as there has

•Does the consumer want faster throwaway fashion

been a minor baby boom over recent years (22% rise

on a budget with the recession?

between 2001 and 2011, as taken from Mintel).

•If there is a change in fashion trends as they have

•Really sell the idea of luxury, organic, timeless, be-

a signature style, which may become wrong for the

cause there is not a great deal of this sort of childrens-

market.

wear.

•Trusted suppliers do manufacturing around the

•Loyalty cards to get people returning to the brick and

world. But it’s hard to communicate through differ-

mortar and e-commerce stores and purchasing more.

ent languages and what happens if there is a rise

•Consumer needs are changing, trend in mothers hav-

in shipping, operating costs etc. These aspects will

ing children at an older age (average first time mother

impact on an already higher price point to ‘Toasts’

is aged 29.6 in 2010, as taken from Mintel) when they

competitors.

are more financially secure and they can spend money on quality well made products for the children. •TOAST say’s that the customers are the foundation of their business so why don’t they reward them more, be more interactive through competitions, events etc.

TOAST History 12

TOAST Brand M o d e l s and Theories

T O A S T Consumer

TOAST SHOP REPORT

M a r k e t Research: Questionnaire

Introducing the new sub brand littleTOAST


TOWS ANALYSIS OF THE BRAND TOAST (Fig. 8)

Does not Supply Childrenswear of Baby-wear

TOAST can just focus on what sells well for the brand from past experiences. And they do not have employ a childrenswear designer. However childrenswear is a growing retail sector so it would be good to do a mini collection to see the reaction.

Niche Market

Makes the consumer feel special, she is part of a special club. Distinguished style, stands out from the crowd, so someone could easily point out a piece of TOAST clothing.

Very small Design team, Only 3 Designers

littleTOAST

B r a n d Models and Theories

l i t t l e TOAST

Consumer

Will keep the brand ideals consistent. Brand Identity: Simplicity, Modernity, Comfort, Colour and Sobriety.

Promotional Strategies to launch littleTOAST

Conclusion

Appendix

Bibliography 13


Opportunities it’s hard to communicate through different languages to suppliers and what happens if there is a rise in shipping, operating costs etc. These aspects will impact on an already higher price point to ‘Toasts’ competitors.

Main competition caters for childrenswear and baby-wear.

There has been a minor baby boom in recent years in England and companies like TOAST who are appealing to an audience of women with young children who share the same ethos and values, should capitalize on this.

Does the consumer want faster throwaway fashion on a budget with the recession?

Distinguishes who the real consumer is, a loyal consumer who will save up for their new favourite piece from TOAST’s new collection.

TOAST History 14

An opportunity to bring the manufacturing back to England to support local businesses. ‘Made in the UK’ is very popular at the moment and creates a good USP.

TOAST Brand M o d e l s and Theories

T O A S T Consumer

TOAST SHOP REPORT

M a r k e t Research: Questionnaire

Introducing the new sub brand littleTOAST


Opportunities Use age and size appropriate models to make their core consumer feel comfortable. Beautifully presented mail order catalogues.

Financially backed by the FCUK group.

littleTOAST

B r a n d Models and Theories

l i t t l e TOAST

Consumer

Gain publicity, by joining an organisation like ‘All Walks, Beyond the Catwalk’, who support diversity within the fashion industry.

It is known that the TOAST consumer appreciates how the look books are presented with the beautiful photography and emotive writing. They could monopolize on the look books success by creating a 6 monthly magazine. Supporting the TOAST lifestyle, through photographs, recipes etc.

The FCUK group, accounts for TOAST, Great Plains , YMC, as well as French Connection. These brands each have a different target audience and has achieved high levels of recognition for style and design. These brands all attract essentially the same consumer but at different stages of their life. Through events or coming together for archive sales, the fashion brands would establish themselves as a whole. Creating brand loyalty for the consumer later on in their lives.

Promotional Strategies to launch littleTOAST

Conclusion

Appendix

Bibliography 15


SWOT ANALYSIS OF TOAST’s DIRECT COMPETITOR, JIGSAW (Fig. 7) Helpful To achieving the objective Internal Origin (Attributes of the Company)

Harmful To achieving the objective

STRENGTHS

WEAKNESSES

•Addresses womenswear, menswear, chil-

•Do not use age or size appropriate models,

drenswear and homeware.

which excludes a wider consumer.

•Trades from six stores in the US. Therefore

•Does not have a clear customer base that

known internationally.

they are addressing. A mixed age range.

•Jigsaw has the most followers on Face-

Which some may find inappropriate.

book.

•Long lengthy text on website, which is hard

•Holds competitions to help and find up

to read.

and coming talent.

•Supplies childrenswear but not

•Good at in house promotional and market-

baby-wear, which is a big seller in the gift

ing strategies like social media and making

market.

short films about the new collections (they

•A lot of the same items from the end of the

have Youtube account).

summer sale. Sale items in all departments

•No two Jigsaw stores are the same. Every

are items priced too high are not appealing to

store is designed to be sympathetic to its

the consumer.

surroundings and show respect to the exist-

External Origin (Attributes of the Environment)

ing architecture. •There is a Jigsaw app so you can shop the

THREATS

•Does the consumer want faster throwaway

Jigsaw’ collection wherever you are.

fashion on a budget with the recession?

OPPORTUNITIES

have a signature style, which may become

•If there is a change in fashion trends as they

•Jigsaw uses ‘feffo online reviews’ where

wrong for the market.

customers can give a comment and Jigsaw

•Many new competitors up and coming in

can reply, but they do not seem to be using

this fashion sector.

this easy service to communicate with their

•Sister Brand ‘Kew 159’ lost profits and

consumer.

shut down. The brand was created to cater

•Have mini collections focusing on different

for previous consumers of Jigsaw who had

age groups and needs for different consum-

grown older and the company thought want-

ers.

ed more grown up designs so then Jigsaw could still be top of the fashion hightstreet. Accounts filed at Companies House for Robinson Webster Holdings, Jigsaw’s parent company, show a group loss of £10m for the year to October 1, 2011, although turnover lifted slightly to £84m from £81m. This means they misjudged their consumer and what they wanted from their retail experience and misjudged their needs.

TOAST History 16

TOAST Brand M o d e l s and Theories

T O A S T Consumer

TOAST SHOP REPORT

M a r k e t Research: Questionnaire

Introducing the new sub brand littleTOAST


(Fig 23) littleTOAST

B r a n d Models and Theories

l i t t l e TOAST

Consumer

Promotional Strategies to launch littleTOAST

Conclusion

Appendix

Bibliography 17


(Fig 24)

(Fig 25)

TOAST History 18

TOAST Brand M o d e l s and Theories

(Fig 26)

T O A S T Consumer

TOAST SHOP REPORT

(Fig 27)

M a r k e t Research: Questionnaire

Introducing the new sub brand littleTOAST


Mother Brand TOAST Consumer Pen Portrait TOAST’s brands consumer is Lydia. She is a British 38-year-old woman living in rural Somerset with her family (Fig. 9).

littleTOAST

B r a n d Models and Theories

l i t t l e TOAST

Consumer

Promotional Strategies to launch littleTOAST

Conclusion

Appendix

Bibliography 19


TOAST Consumer Segmentation (Fig. 10) Demographic Variables

Geographic Variables

-Gender: Female

-Region: Somerset

-Age: 38 years old

-Urban/Suburban/Rural: Suburban

-Generation: X Yupsters

-Residential Location: just outside Bath, Winch-

-Ethnicity: White British

combe.

-Marital Status: Been married for 8 years

-Housing Type: Farmhouse

-Life stage: Married with children

-Size of city or town: Winchcombe population is

-Occupation: Runs own organic food delivery

4,239

business

-Climate: January: 8 degrees/ May: 17 degrees/

-Education: Graduated from Edinburgh University

August: 22 degrees/ November: 11 degrees

with a 2:1 in History of Art in 1998

Segmentation Variables

-Social grade classification: A (upper middle class)

For the Consumer of the Mother-Brand

Psychographic and Behavioural Variables

-Lifestyle: Organic, Home grown etc.

At a Glance

-Social Aspirations: to live as Nouveau

Usage and Benefit Variables

-Benefits sought from products: to be

practical in her life, but to also be stylish, likes to buy macro trends or slow fashion trends.

Peasant (see research in sketchbook on article from Harp-

-Usage rates: Use a product until she gets her moneys worth or

ers Bazaar July 2013 ‘Best of British’ issue)

it breaks, this usually doesn’t happen though because she buys

-Self Image: ‘Earth Mother’

products which are skilfully made.

-Value Perceptions: Likes to buy products made in the UK which have style but also longevity.

-Volume of Purchases: for herself when she gets a chance. A few products once every two months. Although she does like to use

-Purchasing Motives and behaviour: has to buy clothes for her children a lot, but tries to use hand me downs so she

the internet to make purchase for the ease of it. -Price Sensitivity: Does not mind spending a little more for a quality

can buy more special pricier items.

product.

-Interests and hobbies: Growing own vegetables and

-Brand Loyalty: Likes to be loyal to brands with the same ethos

fruits, cooking organically for her family, farmers markets and making yurts in her garden with her children.

and values. -End use of product: the end use will be practical and will have purpose.

TOAST History 20

TOAST Brand M o d e l s and Theories

T O A S T Consumer

TOAST SHOP REPORT

M a r k e t Research: Questionnaire

Introducing the new sub brand littleTOAST


Maslow’s Hierarchy of Needs (Fig. 11)

littleTOAST

B r a n d Models and Theories

l i t t l e TOAST

Consumer

Promotional Strategies to launch littleTOAST

Conclusion

Appendix

Bibliography 21


TOAST History 22

TOAST Brand M o d e l s and Theories

T O A S T Consumer

TOAST SHOP R E P O R T

M a r k e t Research: Questionnaire

Introducing the new sub brand littleTOAST


Toast shop report

Find the full Shop Report for TOAST and the competitors in the appendix under Fig. 12

littleTOAST

B r a n d Models and Theories

l i t t l e TOAST

Consumer

Promotional Strategies to launch littleTOAST

Conclusion

Appendix

Bibliography 23


(Fig 29) TOAST History 24

TOAST Brand M o d e l s and Theories

T O A S T Consumer

TOAST SHOP REPORT

M a r k e t Research: Questionnaire

Introducing the new sub brand littleTOAST


Market Research: Questionnaire

To find out if the target consumer would be interested in becoming an advocate of littleTOAST, a questionnaire was devised through market research of primary resources, through the survey website, surveymonkey.com. Find the results of the Questionnaire in the appendix under Fig. 13.

littleTOAST

B r a n d Models and Theories

l i t t l e TOAST

Consumer

Promotional Strategies to launch littleTOAST

Conclusion

Appendix

Bibliography 25


(Fig 30) TOAST History 26

TOAST Brand M o d e l s and Theories

T O A S T Consumer

TOAST SHOP REPORT

M a r k e t Research: Questionnaire

Introducing the new sub brand l i t t l e TOAST


Introducing the new sub brand littleTOAST Through analysing TOAST’s strengths and weaknesses as well as the target demographic it is clear that there is a hole in the original brands market. We have discovered that our main consumer is an educated, middle class women, with a core age of between 35 and 50. They are affluent and share in TOAST’s values and lifestyle aspirations. They have children and she would find it easier to buy her clothes, her husbands and her childrens all in one place. She is brand loyal. Therefore TOAST would like to propose the sub brand of littleTOAST. The sub brand will mimic TOAST’s core incentives and will be aimed at the ages of new-born to toddlers as a trial, to estalish the success. TOAST is a luxury brand and is trusted by its consumers, this is an aspect that expectant mothers say is of primary importance, they are unwilling to compromise on their small childrens health and well being. So littleTOAST will commit to apply to the BRC (British Retail Consortium) Childrenswear guidelines in designing, commissioning and marketing. We have also noted a trend in mothers having children at an older age, when they are more financially stable and able to provide for their children, which matches the target age group of TOAST’s target demographic. Expectant woman make more purchases for future babies than for themselves (93% buy more baby clothes). It was suggested in a Mintel report for Maternity wear in 2013, that there are opportunities for new entrants into the maternity market, especially fashion retailers such as Reiss and Hobbs with an older affluent consumer base. We feel that this applies to babies and toddlers wear as well. This encourages the rise in spend per capita on childrenswear. We also feel that this is a good gift market opportunity. The littleTOAST collection and brand will be available online and will roll out over key TOAST stores, which match highly with the littleTOAST target demographic. The collection will also be available within the John Lewis, TOAST concessions, as we feel that John Lewis does not yet stock high quality childrenswear within their stores, and that littleTOAST would fit in well with their consumers and sell successfully.

littleTOAST

B r a n d Models and Theories

l i t t l e TOAST

Consumer

Promotional Strategies to launch littleTOAST

Conclusion

Appendix

Bibliography 27


(Fig 31) TOAST History 28

TOAST Brand M o d e l s and Theories

T O A S T Consumer

TOAST SHOP REPORT

M a r k e t Research: Questionnaire

Introducing the new sub brand littleTOAST


littleTOAST Brand Models and Theories Below outlines where littleTOAST sits among her competitors, to give a greater understanding of littleTOAST in the growing childrenswear market.

TOAST B r a n d Models and Theories little

l i t t l e TOAST

Consumer

Promotional Strategies to launch littleTOAST

Conclusion

Appendix

Bibliography 29


4 Elements to the littleTOAST Business Model Elements were taken from the theories of Kaperer (1992) and Interbrand (Clifton, 2003) to create these models of elements which are the most important to devising the new sub brand, littleTOAST. (Fig. 14).

TOAST History 30

TOAST Brand M o d e l s and Theories

T O A S T Consumer

TOAST SHOP REPORT

M a r k e t Research: Questionnaire

Introducing the new sub brand littleTOAST


Element 1: Team and Service -One of the main driving forces behind the brand. -They are the face of the brand and the first port of call for a problem. -Experienced within the retail sector and advocates of the mother and sub brand. -They will keep the customer coming back to littleTOAST and TOAST for the great customer service and knowledge of the brands.

Experienced Advocates

Great Customer Service

TOAST B r a n d Models and Theories little

l i t t l e TOAST

Consumer

Promotional Strategies to launch littleTOAST

Conclusion

Appendix

Bibliography 31


Element 2: Packaging -Beautiful packaging becomes a walking marketing and promotional tool and at very little cost. -Packaging is all part of the luxury experience for the consumer. -All packaging will be gift wrapped at no extra cost to make the consumer feel like they are receiving a gift.

Gift Wrapping

Luxury

Walking Marketing Tool

TOAST History 32

TOAST Brand M o d e l s and Theories

T O A S T Consumer

TOAST SHOP REPORT

M a r k e t Research: Questionnaire

Introducing the new sub brand littleTOAST


Element 3: Stores -One of the mother brands, TOAST’s, biggest selling points are their beautiful stores. They reflect the ethos of the brand and showcase them as a luxury lifestyle brand. - The stores create a luxury retail experience. - With twelve stand alone stores and stands in John Lewis stores, all within carefully chosen locations, littleTOAST hopes to over time have littleTOAST sections in all stores.

Location

Luxury Retail Experience

Stores Beautiful Lifestyle Stores

TOAST B r a n d Models and Theories little

l i t t l e TOAST

Consumer

Promotional Strategies to launch littleTOAST

Conclusion

Appendix

Bibliography 33


Element 4: Customer -One of the main driving forces behind the brand. -Regular contact with consumers to give them the product and retail experience that they want. -Great customer service to keep regular customers advocates of the brand and to become brand ambassadors and to get irregular customers to become regular buyers of the brand.

Ambassadors of the brand

Style Tribe

Driving force behind the brand

TOAST History 34

TOAST Brand M o d e l s and Theories

T O A S T Consumer

TOAST SHOP REPORT

M a r k e t Research: Questionnaire

Introducing the new sub brand littleTOAST


(Fig 32)

TOAST B r a n d Models and Theories little

l i t t l e TOAST

Consumer

Promotional Strategies to launch littleTOAST

Conclusion

Appendix

Bibliography 35


Brand Positioning Map for littleTOAST and the competitors (Fig 5)

TOAST History 36

TOAST Brand M o d e l s and Theories

T O A S T Consumer

TOAST SHOP REPORT

M a r k e t Research: Questionnaire

Introducing the new sub brand littleTOAST


Hierarchy of Fashion Brands for littletoast and the competitors (Fig 4)

Couture and High end Designer High end Fashion

Luxury Designer and Premium Brands.

Middle Market Designer diffusion bridge lines, affordable luxury retail brands, market retail chains.

Mass Market

High street multiple retailers.

Value Market

Value fashion retailers, Discount retailers.

TOAST B r a n d Models and Theories little

l i t t l e TOAST

Consumer

Promotional Strategies to launch littleTOAST

Conclusion

Appendix

Bibliography 37


Price Architecture for littleTOAST’s competitors (Fig. 6) Mini Boden

Products

TOAST History 38

TOAST Brand M o d e l s and Theories

T O A S T Consumer

TOAST SHOP REPORT

M a r k e t Research: Questionnaire

Introducing the new sub brand littleTOAST


Caramel Baby & Child

Products

TOAST B r a n d Models and Theories little

l i t t l e TOAST

Consumer

Promotional Strategies to launch littleTOAST

Conclusion

Appendix

Bibliography 39


SWOT Analysis for littleTOAST(fig 7) Harmful To achieving the objective

Helpful To achieving the objective Internal Origin (Attributes of the company)

STRENGTHS:

WEAKNESSES:

•In collaboration with a successful lifestyle brand which

•Niche market.

already has a strong niche market.

•Not yet built a reputation with buyers and customer

•Just focusing on baby-wear limits sizing and makes

•Un-economical to gift celebrities or use celebrity en-

•It also lets the customer focus on the gift market more

dorsements because only one in twenty adults look for

for newborns, which will always exist.

clothing that is similar to outfits worn by TV icons or pop

•Allows a whole family to dress as a style tribe, spread-

stars that their children like.

ing the collaboration of TOAST and littleTOAST through

•Accessibility takes away the exclusivity and uniqueness

word of mouth.

in styles. So maybe only have in select TOAST stores,

•Use Co-Creation to create products by getting peer

research into different areas to see which stores would

marketing from the target audience.

be successful and benefit from having a littleTOAST

•A distinctive signature style and USP. TOAST and lit-

concession store.

consumer, which will draw people in.

the child gets older the mother won’t be able to rely

•High quality.

on littleTOAST for her child’s ever growing body and

tleTOAST

are about selling a lifestyle and a story to the

•Exclusivity and Uniqueness.

External Origin (Attributes of the environment)

base, as littleTOAST on its own.

manufacturing easier.

•The problem with just selling baby clothes is when

will have to seek out alternative, maybe littleTOAST’s

OPPORTUNITIES:

competitors.

•In collaboration with TOAST, the company can offer

THREATS:

family discounts. Rewarding parent and child (multi-generation) joint purchasing to stimulate spending. •Use social media sites to conduct viral marketing, where the consumer spreads the word about little-

TOAST. They will then be rewarded with voucher codes or have access to e-commerce sale items first. • ‘The Duke and Duchess of Cambridge’s baby George has been seized on by the retail world, particularly baby and childrenswear retailers as a great commercial opportunity’ (Mintel report 31.7.13) use any other royal births as a promotional strategy by producing commemorative clothes collections and campaigns. •Have events, which appeal to the TOAST consumer and her children and inviting all followers through social media platforms. Letting the consumer find out more about the brand and rewarding them for me being loyal

•It is an up and coming market, luxury baby-wear. So may have more competitors in coming years. •Will manufacturers want to supply baby-wear as well, or will they have to take on another supplier, which will be costly. •Manufacturers must also be very skilled in production with baby-wear to avoid dangers to the child e.g. Buttons and choking hazards.

littleTOAST

must pledge

an allegiance to the BRC’s good practice guidelines. This will provide extra reassurance for parents. •If there is a change in fashion trends. Although TOAST and littleTOAST do not necessarily follow fast fashion

trends, they do have a very particular and unique style. Which may go out of style or become wrong for the target audience and consumer.

to the brand. •In the future if littleTOAST is successful, we hope to

have littleTOAST stands in all TOAST concessions and also maybe spread to maternity wear.

TOAST History 40

TOAST Brand M o d e l s and Theories

T O A S T Consumer

TOAST SHOP REPORT

M a r k e t Research: Questionnaire

Introducing the new sub brand littleTOAST


SWOT Analysis for competitor Caramel Baby&Child (FIG 7) Harmful To achieving the objective

Helpful To achieving the objective

Internal Origin (Attributes of the company)

STRENGTHS:

WEAKNESSES:

•USP ‘Why shouldn’t children’s clothes be beautiful and

•Niche market, as not everyone can afford or chooses

tough-wearing at the same time? Why shouldn’t they be

to spend so much on baby clothes.

luxurious, but also with a refined simplicity?

•Not well known unless you had researched a lot. ‘But

•Something that is missing in the childrenswear market.

it is still a very personal company—it's me and people I

Something that is going to last.

know. It feels human to me, and I believe our custom-

•Use all social media platforms.

ers feel so too.’

•Have recently started selling new-born baby gifts, not

•Is it just really only suitable for the gift market?

all about the garments but baby blankets and handmade

•If you didn’t have children would you think to go to

beautiful cards.

Caramel Child and Baby to buy a gift?

•Has other sides to the business called ‘Caramel Edits’

•Promoted through small niche magazine. So they are

which involves toys, greetings cards, photo studio where

not hitting a wider audience. However they do use the

once a fortnight there is a professional photographer and

fashion Sunday supplements.

a hair salon •Great sales from the gift market. •Sells homeware, a lifestyle brand for expectant mothers and mothers. •Sell at Fenwick, Caramel Child and Baby is the only children concession they have. •Celebrity endorsements or gifting to Harper Beckham (Victoria and David Beckham) and Tabitha and Marion Broderick (Sarah-Jessica Parker and Matthew Broderick).

External Origin (Attributes of the environment)

OPPORTUNITIES:

THREATS:

•Must take a look at the gift market and do gift-wrapping.

•With the economic down turn will people want to

•Trend for mothers to have children at an older age means spend so much on childrens clothes, which they will that they are more financially secure and able to spend

eventually grow out of?

more and are better poised to provide for their children.

•Works for babies, but children although they still shop

•Take on an outside agent of PR Company.

with their parents and want them to pay, the child’s

•Pledge their allegiance to the BRC’s good practice guide- ‘pester power’ over what they want will have a strong lines, published in June 2011, which provides parents with influence over the purchasing decision. reassurance.

•Children want to be like friends and their favourite

•Hold fun events for the whole family to attend to raise

celebrity, which probably doesn’t have the same style,

awareness for the Company.

values and ethos of Caramel Child and Baby.

•Partner up with a charity close to Caramel Child and Baby •The new sub brand littleTOAST entering the market to raise money and make the consumer feel special and

will be a direct competitor.

that they are a community.

TOAST B r a n d Models and Theories little

l i t t l e TOAST

Consumer

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Conclusion

Appendix

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(Fig 34)

(Fig 33)

(Fig 35)

(Fig 36)

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T O A S T Consumer

(Fig 37)

TOAST SHOP REPORT

M a r k e t Research: Questionnaire

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littleTOAST Consumer

Libby is an 18-month-old baby girl. She lives in Winchcombe in Somerset with her family (Fig. 13).

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(Fig 38) TOAST History 44

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Consumer Segmentation for littleTOAST Consumer (fig 10)

-Gender: Female. -Age: 18 months old.

Demographic Variables

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Promotional Strategies to launch littleTOAST

-Generation: Z (Posner, 2011, p.g 110). -Ethnicity: White British -Social grade classification: Family is of the S.G.C A (upper middle class)

Conclusion

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-Region: Somerset -Urban/Suburban/Rural: Suburban

Geographic Variables

-Residential Location: just outside Bath, Winchcombe. -Housing Type: Farmhouse -Size of city or town: Winchcombe population is 4,239 -Climate: January: 8 degrees/ May: 17 degrees/ August: 22 degrees/ November: 11 degrees

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-Social Aspirations: To be a fairy. -Self Image: Baby of the family.

Psychographic and Behavioural Variables

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-Value Perceptions: Likes products which are soft and comfortable which are covered in glitter and pink, Her favourite item of clothing are her fairy wings.Libby is not drawn to products with a high value but is very particular about it being shiny. -Interests and hobbies: playing with her friends and older siblings, going to the park with her family and getting grubby and trying to help when her mother is making Hugh Fearnely-Whittingstall’s homemade pork pies.

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-Benefits sought from products: To be practical in her life, keep her warm, comfortable and have room for her ever-growing body. -Usage rates: Uses a product until it breaks and Lydia, her mother buys her a new one.

Usage and Benefit Variables

-Volume of Purchases: Libby doesn’t make purchases herself but she receives a lot of gifts and her mother buys her a couple of items a month, but with Libby’s thorough review. She won’t wear anything that she does not like. -Price Sensitivity: Her mother, Lydia does not mind spending a little more on quality products for her children which will last. -Brand Loyalty: At this point in Libby’s life she won’t be showing brand loyalty to fashion. But through littleTOAST understanding what a toddler needs from her clothes, a connection is being built and loyalty will grow. However her mother does show brand loyalty to TOAST, For Lydia it is easy for her to make all her purchases in one place which supplies quality womenswear, menswear, childrenswear and homeware.

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(Fig 28) littleTOAST

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(Fig 39) TOAST History 50

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Promotional Strategies to Launch littleTOAST When looking into TOAST and the new sub brand, there was no need to change too much of the original promotion strategies, it fits well within the target demographic and economic position. The types of responses that occur from a successful promotional strategy are to make the customer aware of the brand, intriguing the consumer to use the brand and finally becoming an advocate of the brand. Below outlines the three different promotional strategies that littleTOAST will be using to launch the sub-brand and two for the future.

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Timeline of promotional Strategies for littleTOAST PR products starting to appear in target audience magazines and a written article about littleTOAST.

Update original TOAST website to adapt to all devices, e.g. Mobile Devises, Tablets, Laptops.

The p par

Starting to create littleTOAST and TOAST lifestyle app.

Market research on recent apps.

Consumer event at the Wilderness Festival for littleTOAST to be launched for the first time to customers.

Press Packs will be sent out in July, to key publications, which will include their invitation to the littleTOAST launch party and a look-book of the collection.

TOAST History 52

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PR p wor

lit de eve key refre new lectio


In December 2014 littleTOAST will have a Christmas party for loyal consumers with discounted prices on new products and discount family shopping. Free gifts, e.g. organic soap, will be given to customers as a gift to thank them and to give them a taste of the TOAST lifestyle.

ce

T.

The PR articles will go to press about the launch party and about the brand. littleTOAST is launched on November 1st in selected stores and in John Lewis, TOAST concessions.

PR party for press who work for a publication which fits the littleTOAST target demographic. The event will be held in a key London store with refreshments and the new littleTOAST collection will be unveiled.

5 years on and we hope to be still using these successful Promotional strategies along with more competitions and sensory marketing.

Launch of family loyalty cards.

PR to get littleTOAST products featured in appropriate magazines.

littleTOAST launches on the e-commerce site on the last week of October.

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(Fig 41) (Fig 40)

(Fig 42)

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(Fig 43)

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Making the consumer aware of littleTOAST To make the consumer aware of littleTOAST, we plan to hold an event. Which will involve personal selling, sales promotion and PR. Previously TOAST has held events in collaboration with the spa company ‘Bathing under the Sky’ at the Wilderness Festival, a family friendly event. The promotional event for littleTOAST will have to be suitable for all ages. The consumer for littleTOAST is principally the parents who are purchasing and are the customer, but the consumer is mainly the child, so the event will really appeal to a younger audience. Through credit cards, loyalty schemes, mail order details and details from social media we will be able to derive a group of specific loyal consumers, who have children. There will be two events. Two weeks before the launch of the e-commerce store and a week before the key London store launches. We will hold a small PR event for press in a strategically chosen London TOAST store. Magazines like Harpers Bazaar (which featured the article Nouveau Peasant, which is based loosely on the littleTOAST consumer), Elle Decoration, Home and Garden and broadsheet newspapers like the Telegraph (which already features TOAST heavily and matches the target demographic), will be invited and encouraged to feature littleTOAST in their publication. Press packs will be sent out in July, which will include look books, general information about the new sub brand and their invitation to the PR event in November. This will allow a good lead time for the media to have PR pieces ready for the Christmas gift giving period. The other event will be held at the Wilderness Festival in August. The festival is family friendly so will be targeting the correct demographic. The new littleTOAST collection will be on display and available to purchase along with creating a unique experience for the consumer. Boston Consulting Group senior partner Jean-Marc Bellaiche says, ‘In an era of over consumption, people are realising that there is more than just buying products… buying experiences provide more pleasure and satisfaction’.

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(Fig 44)

(Fig 46)

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(Fig 45)

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Intriguing the consumer to purchase from littleTOAST To intrigue the target audience or demographic to use the brand, we would like to propose the idea of creating an m-commerce mobile application for smart phones and tablets. Looking into the success of our attractive look books, they entice the reader of the notion of creating a lifestyle for themselves. Digital and social is a fairly new promotional strategy, but has had astounding success. (Fig 16). We will be mainly focussing on the new added section of littleTOAST to familiarise the consumer with the new sub brand. You can also purchase items through the app, which is easy and time efficient for the consumer. As luxury retail designer, Diane von Furstenberg tells W magazine, ‘it’s a step in our growing business, because we want to give people the option to shop in whatever way they want’. It will have tips and advice on bringing up baby, living the littleTOAST lifestyle, through organic; luxury living linked through the littleTOAST blog. It will also have a forum where new mums can go and find out information from women who share the same ideals and ethos as themselves. Finally the app will include a wish list section where the customer can browse the online store. This can then be posted onto social media platforms, therefore attracting and intriguing new consumers. The app will be aesthetically pleasing and should reflect TOAST and littleTOAST’s brand image, in the same way that the brick and mortar stores do. The brick and mortar stores will cater to the customer who is looking for a special retail experience, whereas the mobile and tablet solutions will be there for customers who know what they are looking for and want to make a quick purchase, through an easy to navigate and aesthetically pleasing app.

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(Fig 47)

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(Fig 48)

(Fig 50)

(Fig 49)

(Fig 51)

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Making the consumer an advocate of littleTOAST Finally to make the consumer an advocate of littleTOAST we will be introducing a family loyalty card, this includes the promotional strategies of direct marketing and sales promotion. It will use a RFID tag to give littleTOAST a greater understanding of market research, basic demographic information and to monitor spending habits resulting in offering the consumer more choice. This uses a ‘pull strategy’, the idea being that the loyalty card creates a demand and entices the consumer in. There is evidence to show that woman are most likely to try new brands and develop brand loyalty when they are pregnant (Fig. 18) They will be encouraged to spend by receiving vouchers on their favourite items or early entry to sales before other customers. 10% will also be deducted from the total price of a shop when a product is bought from womenswear or menswear and purchasing something within the littleTOAST section or homeware. Segmenting our sales offer makes for easy purchasing and allows a woman to buy for herself, her husband and child. This is to build brand loyalty within the family and encourage family shopping. With offering a spending and rewarding opportunity for all consumers. And can potentially turn occasional shoppers of TOAST into regular purchasers of littleTOAST and the whole brand. Our aim is to identify positive behaviours we would like to reward and habits that we seek to change in order to make littleTOAST more successful. In an environment where winning new customers will get harder, it is more vital than ever before, that we cherish and reward our current consumers loyalty. They are the brands best advocates and will recommend littleTOAST to others if they are being rewarded, cutting down on marketing costs.

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(Fig 52)

(Fig 53)

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Promotional Strategies for the Future From the success of our beautiful look books and photography, we hope to in the future bring around the marketing tool of ‘The face of littleTOAST’ competition, where the winner will be the face of that collection and feature in the look books and the family will recieve £2000 in TOAST and littleTOAST vouchers to spend. The ‘face of competitions’ were made famous by ‘Pears’ soap in the early twentieth century for creating the ‘Miss Pears Competition’, where families entered their little girls in the hope that they might become the next beautiful ‘face’ of Pears - a competition which was still running until 1997 (Fig 17). littleTOAST will use blogs and social media tools as a platform for parents to enter their children, and say why they embody littleTOAST’s brand ethos. The competition will add some fun to the marketing mix and will create viral promotion. In his book, ‘The Tipping Point’, Malcolm Gladwell, introduces the idea of the ‘sticky factor’. For the marketing and promotional strategy to stick in the consumers mind, it’s content and how that content is delivered must be memorable and spread the word because it is worth talking about. Creating viral marketing. Another promotional strategy we would like to introduce within the next five years is the idea of sensorary indentity. Where we will be developing a brand scent which will be sprayed on the wrapping tissue of products when they are purchased. The scent will evoke the memories of childhood, light, fresh and clean. This will create a luxurious shopping experience for the customer and when they get their newly purchased items home they will be reminded of their luxurious retail experience. It will use the senses to relate with customers on an emotional level. littleTOAST will forge an emotional association in the customers’ mind by appealing to their senses. A multi-sensory brand experience generates certain beliefs, feelings, thoughts and opinions to create a brand image in the consumer’s mind. We have decided on a scent over other sensorary experiences because a study carried out at Rockefeller University shows that in the short term we remember just 1% of what we touch, 2% of what we hear, 5% of what we see, 15% of what we taste and 35% of what we smell. With Neuromarketing studies showing that 75% of emotions are triggered by smell. Thus intriguing customers to become advocates of TOAST and littleTOAST.

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(Fig 54) TOAST History 62

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Conclusion To conclude, through extensive research of TOAST and the direct competitors, a hole in the market can be derived. littleTOAST, will complete the mother brand as a lifestyle company to create family style tribes. To launch littleTOAST, three promotional strategies will be created. To make the customer aware of littleTOAST, two events will be created. To intrigue the consumer to make a purchases from littleTOAST, we will be launching an interactive m-commerce app. And finally to make the consumer an advocate of littleTOAST we will be launching the family loyalty card. Which rewards loyal customers and will promote family shopping. Within the next five years we hope that these three promotional strategies will have grown and developed and other promotional strategies will have been introduced, such as fun competitions to bring the consumer and brand together and to introduce the new idea of sensorary marketing. Creating a well rounded and successful luxury babywear brand.

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Appendix Fig 1:

History behind the Mother Brand TOAST TOAST was created by husband and wife team Jamie and Jessica Seaton, started off as a pyjama company back in 1997. Before that they were creating expensive hand made knitwear, supplying to companies such as Browns, Liberty and Bergdorf Goodman. Costing £400 it was a limited niche market. Moving onto pyjamas and gowns they wanted ‘easy clothes in natural materials for kicking around in at home, at good prices.’ Jessica came up with the brand name TOAST, ‘ The idea was that we were doing pyjamas but they weren’t so much for going to bed in-they were for slouching around on a Saturday morning in’. Not much of the original ethos and style of the brand has changed. They have just expanded and grown where the company and where their consumer has gone. TOAST is all about selling a lifestyle to the consumer. Fig 2: Response to questions about TOAST from Operations Manager, Neil Hobson Who do you feel is the Toast consumer? We tend to call them a customer rather than a consumer. Consumer is often used in food and beverage and cosmetic brands as the product is consumed. With fashion it is more of a custom based relationship. They are on the whole tertiary educated, middle class women, with a core age of between 35 and 50. They are affluent and share in Toast’s values and lifestyle aspirations at home and through art, literature and travel. They often buy for their husbands/partners, who also shop with us but more often on the weekends. We do also have a smaller customer base from between 25-35 but largely in affluent inner London areas as well as a 50-65 year old customer, more so in the local market town stores. Who do you think are Toasts competitors? Our Brand is positioned in the lower end of the upper, luxury section of the market. We have some competitors for our clothing in brands such as COS and Margaret Howell and there are some brands that our customers would shop in but for different reasons, however we are in a small niche of our own and feel we are quite unique in the market.

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How would you describe Toast? Toast is a lifestyle brand selling day-wear and living accessories that reflect the cultural influences and the values of the Brand, Simplicity, Modernity, Comfort, Colour and Sobriety. Why was Guildford chosen as a location for Toast? Guildford has a strong demographic of the above customer type. We also had a good data base population in Guildford and we new that those customers would enjoy having their own store. How do you think childrenswear and baby-wear would sell in Toast? We do not rule out this area of product, however we set out to be an adult lifestyle brand and are focussed on delivering this to the best of our ability before we attempt to expand our offer. The other factor is that stores are often governed by how much space is available. If we were to put children’s clothing in we would nee to remove some of our existing clothing to make the space. We would have to guarantee that this would perform better than the existing clothing to make it a sensible decision. Therefore until we are ready as a brand to make that decision we would not take the risk. I hope this helps. Thanks, Neil

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Fig 3: Brand Onion

The brand onion shows a concise overview of the brand identity and how it is expressed in actual strategic actions. Once completed, the onion can be used as a guide to ensure that all aspects of the business and key brand touch-points accurately reflect the brand values. (Posner, 2011, pg. 147)

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Fig 4: Hierarchy of fashion brands

Ideas from couture and designer catwalk shows filter down through the pyramid forming inspiration lower down the pyramid. Ideas from street fashion and cultural sub groups create momentum and create trends going up the hierarchy of fashion, where expensive designer versions are created. (Posner, 2011, pg.13)

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Fig 5: Brand Positioning Map

Expensive

Poor Quality

Quality

Inexpensive A positioning or perceptual map plots the relative positions of brands or products. Two key criteria are chosen, one for each axis. Normally price is the criteria chosen for the horizontal axis. The vertical axis may represent quality, or fashionability or speed to market.(Posner, 2011, pg 53)

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Fig 6: Price Architecture Pyramid

‘Price Architecture is dependent on the type of market, the market level, and the product concerned. The proportion of styles and the stock volumes within each of the tiers is adjusted so that the business can satisfy the greatest number of customers and generate the highest potential sales’ (Posner, 2011, pg 39) ‘Any fashion business needs to employ price points that are not only understandable but also logically stepped. For example if a menswear business only sold shirts priced at £19.99 or £99.99 they would miss the sales of mid priced products at the around the £30 mark. The customer might not feel that there is any quality in the £19.99 shirt and not understand the fabric and the make quality of the £99 shirt. Generally all fashion brands have a lead-in or entry-level price. Prices then move up in a logical sequence of steps to a final top price.’ (Jackson and Shaw, 2009, pg 141) littleTOAST

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Fig 7: SWOT Analysis Helpful Harmful To achieving the objective To achieving the objective Internal Origin (Attributes of the company) External Origin (Attributes of the environment) SWOT analysis considers both internal and external factors about either the whole company or a particular fashion product line or range in relation to the customers, competitors and trends in the marketing environment. Strengths and weaknesses address internal factors and threat and opportunities concern external factors. (Easey, 2009, pg. 241)

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Fig 8: TOW’s Analysis

A TOWS analysis is simply SWOT spelt backwards. It is the next step of analysing your SWOT analysis. It means taking the Internal Weaknesses and transferring them into a positive strength, taking the External Threats and transferring them into a opportunity and finally taking the Internal Strengths and transferring them into External Opportunities.

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Fig 9: Mother Brands Consumer Pen Portrait An article from Harpers Bazaar titled ‘The Nouveau Peasant’ by Lydia Slater describes aspects of the TOAST consumer perfectly. ‘The Nouveau Peasant’ is an affluent new breed of consumer- someone who hankers after an imagined rural past. Which links perfectly with when Jamie Seaton says, ‘TOAST is, I suppose a lifestyle brand, but it’s saying: you don’t have to do anything. The lifestyle is about taking a walk or stopping and reading a book (or the TOAST catalogue). The 21st century is stressful and full of noise, but it doesn’t have to be like that, take a breather.’ As he knows with his now, successful business and years of marketing beneath him, it doesn’t get more halcyon (denoting a period of time in the past that was idyllically happy and peaceful), or lucrative, that. The Nouveau Peasant lives in a country setting surrounded by her ever expanding family, ‘having a large family now is a sign of status … sticking to two children is considered drearily middle class ... three at least but four is smarter.’ The TOAST consumer is named Lydia. She is a British 38-year-old woman living in rural Somerset with her husband and four children. Her husband commutes to London so is away from the strong family unit three nights a week. But he returns as much as he can to get a fix of their rural bliss. They are from the social class A (upper middle class) and live a comfortable lifestyle and like to save their money. She is from the consumer group DIMK’s (Double Income Many Kids) and from the Generation X. Affected in her childhood from high divorce rates, fear of AIDS, recession and job insecurity. Lydia sought comfort in a self-sufficient culture, family unit and close knit friends. She values family time and aims to work smarter not harder. She went to school in Bath but wanted to get out of the bubble of Somerset and went to study History of Art at Edinburgh. Having graduated in 1998 she went and worked for a small art gallery and went on to start her own gallery in central London. Where she gathered the expertise of running her own business. With her own money and feeling financially independent, Lydia did not want to settle down until she meet her husband at 30. They stayed in London for three more years until they had their first child, Matilda, and Lydia found that she wanted to give her children the same idyllic life that she had in the country as a child. Five years on and Lydia now owns and runs an artisanal-food company. Delivering the communities of Somerset with organic fresh produce from the local area. A vision that she applies in her home life too. With four children, all delivered at home in their old farmhouse just outside of Bath. Lydia loves the rural lifestyle and living as organically and self sufficiently as possible. Living in Somerset they get their fair share of the British weather, so Hunter wellies and hard wearing outwear is essential. Although she does like to look stylish while driving her battered Land Rover down the high street or trudging down a rural path, brood of children in tow to the local primary school.

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When buying for herself Lydia likes to shop at lifestyle boutiques such as Toast and Jigsaw. Clothes lovingly made, with a higher price. But with a higher price comes longevity, which is important for her lifestyle. She doesn’t have the opportunity to go shopping for herself once a week, more likely to go once every two months for herself and once a month for her growing children. Therefore to make life easier for herself she likes to shop at brands that cater for womenswear, menswear, childrenswear and homeware. She also likes to be loyal to brands that have the same values and beliefs as her.

For example Toasts strap-line is ‘the handmade over the mass-produced, the considered over the rushed’, Lydia likes products with a story behind them and something that is unique to her personal lifestyle.

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Fig 10: Segmentation Variables

This model was created to break down the consumer pen portrait to easily address and see the demographic, geographic, psychographic and usage benefits from the target consumer.

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Fig 11: Maslow Hierarchy of Needs

Abraham Maslow developed the Hierarchy of Needs in 1943. In modern society the model can been interpreted as showing consumer motivation regarding fashion needs as triggered by a diverse set of desires and stimuli. These may relate to social belonging, gaining approval, affiliation with a group or notion of self acceptance and esteem. One has to fulfil all of these to achieve self actualization. (Posner, 2011, pg. 117)

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Fig 12: Shop Report This shop report was devised to find out about TOAST from a retail aspect along with the strongest competitors. Strengths and Weaknesses were taken from all brands and aspects taken for the creation of littleTOAST within the retail enviroment.

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Fig 13: New Sub Brands Consumer Pen Portrait Libby is an 18-month-old baby girl. She lives in Winchcombe in Somerset with her Mother; Lydia, Father; James, older sister; Matilda who is five and 3 year old twins Oscar and Jessica. She is of the Generation Z, which means she will grow up never knowing what life was like before the World Wide Web. She along with her siblings will be the Web 2.0 generation and beyond (Web 2.0 describes web sites that use technology beyond the static pages of earlier web sites). She likes playing with her friends and older siblings, going to the park with her family and getting grubby and trying to help when her mother is making Hugh Fearnely-Whittingstall’s homemade pork pies. Her Mother, Lydia loves her children and would love to keep them away for the stresses that 21st century have to offer. Therefore she likes to keep them entertained with outside games, cooking organically with them and also showing them how to be self-sufficient. She loves having small babies to look after and care for and see’s it as social status to have many children. The family are fortunate and work hard for the social grade classification A (upper middle class) which lets them have many children, a opportunity not everyone is in the position to have. As Libby is still very young, her mother plays the role of customer and consumer when buying Libby new clothes. For Libby as the core consumer, products have to keep her warm, comfortable and have room for her ever-growing body. These aspects are all important to her mother too but other features are important as well. Obviously she wants her little girl to look well put together, garments to be made well and have longevity and to buy from brands that match the same values and ethos that she holds herself. For Libby’s mother she likes dressing her young daughters because she knows that not long from now her daughters will have their own individual style. Which will not reflect the same values and ethos that Lydia holds herself. Especially with the draw of cheap fast fashion at their fingertips, on the web. Lydia loves brands that supply womenswear, menswear, childrenswear and homeware all in one place. As this makes it easier for her when going shopping, with four children under the age of five years old because she can do all her shopping in one place. She likes showing brand loyalty and showing a running lifestyle theme throughout the young family.

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Fig 14: Results from Survey

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To devise more market research of primary resources, a questionnaire was formulated. Created through Survey Monkey, the aim was to make the questionnaire simple and easy to navigate. Making the most out of the multiple-choice questions to keep the participant engaged. The results were interesting. 100% of the participants were female, which was positive because TOAST’s main consumers are female, and secondary research found from reading Mintel reports was that mothers or females are mostly the primary supplier of childrens or baby clothes. The age was also of interest with 47.83% of the participants aged between 30-39. This matches with the answers that Neil revealed about the TOAST consumer, ‘a core age of between 35 and 50’, also my idea of the core consumer Lydia is aged 38. The majority had young children and 39.13% were buying childrens clothes 3-5 times a month in comparison to shopping 1-2 times for themselves over a month (60.87%). And 56.52% of the participants said that, yes they would shop more frequently at TOAST is they stocked quality baby clothes.

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Fig 14: Interbrand and Kapferer (1992) Interbrand, a global branding consultancy, believes that a brand is synthesis of the physical, aesthetic, rational and emotional. Interbrand also identifies the following elements that combine to create a total impression of a brand (Clifton 2003), -Product -Service -Name -Packaging -Advertising -Direct Mail -Corporate Identity and Design -Users or Consumers -Public Relations -Websites -Company Reputation -Staff -History -Promotions -Sponsorship -Environment -Pricing What is evident from the Interbrand list is that everything a brand does impacts on their image and reputation. In a business context, a brand is a commercial name that sells products and services to the customers. Kapferer (1992) refers to six ingredients or dimensions which make up a brand, which are: -Physique -Personality -Culture -Relationship -Reflection -Self Image Although the two theoretical models provide differing views of brand components, they are helpful as general guidance- each brand and marketing situation requires an individual emphasis and approach. (Jackson & Shaw, 2009, p.g. 256 & 257)

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Fig 15: The Communication Process (Kotler et al., 2001)

Sender

The fashion business or brand creating the communication. Normally this will be the responsibility of the PR or marketing manager.

Encoding

The use of words, phrasing, images, symbolism and sounds and other elements which create a meaning and which are expected to appeal to the target market or segment. E.G. luxury, young, organic.

Message Media Noise Decoding

Receiver

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This is the main point of communication. It may well be illustrated by visual narrative and reinforced by a slogan or strap-line. Choosing the appropriate communications channel(s) through which the message is being sent. This refers to the vast range of other communications and media trying to be heard by the same consumer. Usually by direct competitors. How the target market or consumer interprets the information being given to them. This process is usually the hardest part of the communication process to research and understand, as one persons perception of a fashion marketing communication can be fundamentally different to those of another person. This is the customer to whom the message is communicated. Sometimes the customer is not the consumer as well. For example a women buying clothes for her husband or children. She is the customer but her husband and children are the main and final consumers. It is essential to understand which individual is undertaking the purchasing of a fashion product.

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Fig 16: Mobile Statistics M-commerce has grown by up to 500% over the last two years (July 2013). The app will be compatible with both smart phones and tablets, as a study published by Coffee Table titled, ‘The shopping mind-set of the mobile consumer’, found that tablet users are more likely than smart phones users to engage in online buying and browsing, with 64% of mobile users making no purchases on their mobile devices in the last month, compared with tablet owners who made 3-10 purchases per month. We will also be updating our e-commerce website to be compatible with mobiles and smart phones. 31% of mobile Internet users go online on their phones and it is shown that 61% of customers who visit a mobile un-friendly site will then visit a competitor’s site that is compatible.

1. 31% of mobile Internet users only go online using their phones 2. 60% of Facebook posts and 90% of tweets are all conducted from a mobile device! 3. 75% of customers prefer a mobile friendly site. 4. 61% of customers who visit a mobile unfriendly site will visit a competitor’s site. 5. Global internet usage will more than double by 2015, and most of these users will be mobile.

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Fig 17: Pears ‘Miss Pears’ Competition

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Fig 18: Buying Habits when Expecting ‘There are … some brief periods in a person’s life when old routines fall apart and buying habits are suddenly in flux. One of those moments is right around the birth of a child, when parents are exhausted and overwhelmed and their shopping patterns and brand loyalties are up for grabs.’ The New York Times, Charles Duhigg, 2012.

Fig 19: Explaining TOAST Brand models and Theories Other examples of the brand identities are shown through the Brand Onion (Fig 3). TOAST is placed within the retail sector Middle Market when looking at the Hierarchy of Fashion Brands (Fig 4). Looking at the four P’s, Price, Product, Place and Promotion and linking it to the TOAST direct competitors can determine this. TOAST is an affordable but still very luxury retail brand. On the Price Architecture Pyramid (Fig 6), there are varying prices. From top price products like the Wrap Shearling Wrap Coat, priced at £1195, which will be stocked in lower volumes to provide exclusivity to the consumer. There are also entry-level priced items, such as a luxury soap, priced at £7.50. Although this product does not allow the consumer to wear or be seen in a TOAST item, it does allow them to feel part of the brands lifestyle. It also follows into the gift market. Keeping the consumer shopping all in one destination.

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Appendix :List of Images 20. Little Girl. Pinterest. French bread by Kerstin Bernhard, 1960. (2013). [Online image]. Available from: http://www.pinterest.com/pin/456482112202297360/ [Accessed: 12th December 2013] 21. Breakfast. Toast House & Home Lookbook. (2012). [Online image]. Available from: http://www.toast. co.uk/content/lookbook/houseandhome/aw13/lookbook-autumnwinter.htm#32 [Accessed: 20th December 2013] 22. Rusty Wall. Toast House & Home Lookbook. (2012). [Online image]. Available from: http://www.toast. co.uk/content/lookbook/houseandhome/aw13/lookbook-autumnwinter.htm#89 [Accessed: 20th December 2013} 23. Cereal. Toast House & Home Lookbook. (2012). [Online image]. Available from: http://www.toast. co.uk/content/lookbook/houseandhome/aw13/lookbook-autumnwinter.htm#74 [Accessed: 20th December 2013] 24. The Nouveau Peasent. Harpers Bazaar July Issue. (2013). [Online image]. Available from: http://www.harpersbazaar.co.uk/going-out/who-what-where/nouveau-peasant-quiz-july-2013 [Accessed: 15th November 2013] 25. Woman watering plants. Tara Hurst Blog. (2013). [Online image]. Available from: http://tarahurst.com/journal/2013/8/20/the-nouveau-peasants [Accessed: 16th November 2013] 26. Greenhouse. Tara Hurst Blog. (2013). [Online image]. Available from: http://tarahurst.com/journal/2013/8/20/the-nouveau-peasants [Accessed: 16th November 2013]

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27. Childrens Room. Design Mom. (2013). [Online image]. Available from: http://www.designmom.com/2013/10/living-with-kids-courtney-adamo/ [Accessed: 17th November 2013] 28. Kids in Paris Robery Doisneau. (1944). Les jardins du Champs de Mars, Paris. [Online image]. Available from: http://www.robert-doisneau.com/fr/portfolio/paris-tour-eiffel.htm [Accessed: 10th January 2014] 29. Girl in the woods. Pinterest. (2013). [Online image]. Available from: http://www.pinterest.com/ pin/137782069823293152/ [Accessed: 7th January 2014] 30. Girl with balloons. Petite Mag. (2013). [Online image]. Available from: http://lapetitemag.com/blog/ [Accessed: 7th January 2013] 31. Card Palace. Pinterest. (2013). [Online image]. Available from: http://www.pinterest.com/ pin/252060910367546141/ [Accessed: 7th January] 32. Girl Dancing. Maison Everett Blog. (2013). [Online image]. Available from: http://www.maisoneverett.com/ [Accessed: 10th December 2013] 33. Rabbits. Rien Poortvliet (2010). [Online image]. Available from: http://mistercrew.com/blog/2010/08/31/ illustrations-rien-poortvliet/ [Accessed: 12th December 2013] 34. Girl with basket. Lonely Baby. (2012). [Online image]. Available from: http://gallery.mobile9.com/f/2484230/ [Accessed: 12th December 2013] littleTOAST

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Appendix :List of Images 35. Jigsaw Dress. Sheer Luxe. (2013). [Online image]. http://www.sheerluxe.com/magazine/online-magazine/ july-2013/news/jigsaw-junior.aspx [Accessed: 12th December 2013] 36. Socks drying Pinterest. (2013). [Online image]. Available from: http://www.pinterest.com/ pin/377950593699661421/ [Accessed: 14th December 2013] 37. Nursery Xavier Dean’s Striped and Serene Nursery. (2012). [Online image]. Available from: http://www.apartmenttherapy.com/xavier-deans-striped-and-serene-nurserymy-room172874?img_idx=1 [Accessed: 14th December 2013] 38. Peter Beard’s Daughter. Vanity Fair. (1996). [Online image]. Available from: http://www.vanityfair.com/magazine/archive/1996/11/beard199611 [Accessed: 21st December 2013] 39. H&M Children. Nitrolicious. (2013). [Online image]. Available from: http://nitrolicious.com/2013/09/04/hmall-for-children-halloween-2013-costumes/ [Accessed: 20th December 2013] 40. Christmas Flower Decorations. FTD. (2007). [Online image]. Available from: http://www.ftd.com/christmas-flower-arrangements-ctg/occasion-christmas-flowers [Accessed: 12th October 2013] 41. Arrangements. Pinterest. (2012). [Online image]. Available from: http://www.pinterest.com/ pin/151644712426493094/ [Accessed: 12th October 2013] 42. White Heart. Pinterest. (2013). [Online image]. Available from: http://www.pinterest.com/ pin/15903404907924691/ [Accessed: 12th October 2013]

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43. Woodland Wedding. Pinterest. (2013). [Online image]. Available from: http://www.pinterest.com/ pin/132152570289077923/ [Accessed: 13th October 2013] 44. Website adapts to all devices. Toast Facebook. (2013). Available from: https://www.facebook.com/photo.php?fbid=301067356702115&set=o.205190646174575&type=3&theater [Accessed: 9th October 2013] 45. Google, Think insights. Infographic: How mobile is affecting shopping experiences in store. (2013). Available from: http:// www.google.com/think/infographics/mobile-in-store.html [Accessed: 17th November 2013] 46. Apps. ITunes. (2013). Available from: https://itunes.apple.com/en/app/apple-store/id375380948?mt=8 [Accessed: 18th December 2013] 47. Library business card. OEDb. (2013). Available from: http://oedb.org/ilibrarian/6-awesome-librarian-business-cards/ [Accessed: 13th November] 48. Business cards. Pinterest. (2013). Available from: http://www.pinterest.com/pin/76209418668046148/ [Accessed: 13th November 2013] 49. Business cards. Web designer Depot. (2013). Available from: http://www.webdesignerdepot. com/2009/05/100-really-creative-business-cards/ [Accessed: 13th November 2013] 50. Cow Branding. Branding Served. (2013), Available from: http://www.brandingserved.com/gallery/FatCow/3740891 [Accessed: 13th November 2013] littleTOAST

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Appendix :List of Images 51. Letter Press. Pinterest. (2013). Available from: http://www.pinterest.com/pin/28077197650651885/ [Accessed: 13th November 2013] 52. Pears Soap. Did you get pears? (2013). Available from: http://undertheradar64.blogspot.co.uk/2013/04/ did-you-get-pears.html [Accessed: 18th January 2014} 53. Women smelling flowers. Nadjaseale Blog. (2013). Available from: http://www.nadjaseale.com/2013_06_01_archive. html [Accessed: 18th January 2014] 54. Face Paint. Three Rivers. (2013). Available from: http://www.threerivers.org.au/fallow [Accessed: 18th January 2014]

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Bibliography Books: Bickle, M. (2010). Fashion Marketing:Theory, Principles and Practice, Soho, A&C Black Publishers Easey, M. (2009). Fashion Marketing Third Edition, West Sussex, John Wiley & Sons Ltd Jackson, T and Shaw, D. (2009), Mastering Fashion Marketing, Basingstoke, Palgrave Macmillian Lea-Greenwood, G. (2013). Fashion Marketing and Communications, West Sussex, John Wiley and Sons Ltd Posner, H. (2011). Marketing Fashion, London, Lawrence King Publishing

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E-Newspapers: Dacre, K. (2013). Toast of the town: fashion meets food at the British label. The Evening Standard. [online] 6th November 2013. Available from: http://www.standard.co.uk/lifestyle/fashion/toastof-the-town-fashion-meets-food-at-the-british-label-8923961.html [Accessed: 6th November 2013] De Rosa, S. (2010). Spreading Toast: a fashion success story. The Telegraph. [online] 28th September 2010. Available from: http:// fashion.telegraph.co.uk/news-features/TMG8018867/SpreadingToast-a-fashion-success-story.html [Accessed from: 6th November 2013] Easton, M. (2013). More UK births than any year since 1972, says ONS. [online]. 8th August 2013. Available from: http://www.bbc. co.uk/news/uk-23618487 [Accessed: 6th November 2013] Lane, H. (2007). The bread heads. The Observer. [online] 2nd September 2007. Available from: http://www.theguardian.com/ theobserver/2007/sep/02/features.magazine117 [Accessed: 11th November 2013] Sky News. (2013). The biggest baby boom in the UK for 40 years. [online]. Availble from: http://news.sky.com/story/1126105/biggestbaby-boom-for-40-years-in-the-uk [Accessed: 11th November 2013] The Guardian. (2009). The guide who led White Stuff off the piste, [online]. Available from: http://www.theguardian.com/business/2009/mar/29/white-stuff-sally-bailey [Accessed: 13th November 2013] Walker, H. (2012). Toast Of The Town: The artisanal lifestyle brand turns 15. The Independent. [online] 15th October 2012. Available from: http://www.independent.co.uk/life-style/fashion/features/ toast-of-the-town-the-artisanal-lifestyle-brand-turns-15-8210668. html [Accessed: 7th November 2013]

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E-Journals: Mitskavets, I. (2011). Marketing to Mums and Mums-to-be. Mintel. [online]. September 2011. Available from: http://academic.mintel. com/display/545211/ [Accessed: 22nd November 2013] Mitskavets, I. (2012). Green Lifestyle. Mintel. [online]. March 2012. Available from: http://academic.mintel.com/display/596341/ [Accessed: 22nd November 2013] Sender, T. (2012). Childrenswear 2012. Mintel. [online]. January 2012. Available from: http://academic.mintel.com/display/590005/ [Accessed: 22nd November 2013] Sender, T. (2013). Childrenswear 2013. Mintel. [online]. January 2013. Available from: http://academic.mintel.com/display/638306/?highlight [Accessed: 10th January 2014] Sender, T. (2013). The Consumer- where adults buy childrenswear. Mintel. [online]. January 2013. Available from: http://academic. mintel.com/display/687446/?highlight#hit1 [Accessed: 10th January 2014] Sender, T. (2013). The Consumer- How children get new clothes. Mintel. [online]. January 2013. Available from: http://academic. mintel.com/display/687451/?highlight#hit1 [Accessed: 10th January 2014] Sender, T. (2013). Childrenswear retailers milk the royal birth. Mintel. [online]. 31st July 2013. Available from: http://academic.mintel. com/display/673554/?highlight [Accessed: 22nd November 2013] Sender, T. (2013). Maternitywear. Mintel. [online]. January 2013. Available from: http://academic.mintel.com/display/637883/ [Accessed: 23rd November 2013]

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Web Pages and Websites: Alankin, A. (2011). Multi Sensorary Marketing, [online]. Available from: http://eventige.com/multisensory-experiential-marketing/ [Accessed: 13th January 2014] Babyccino Kids (n.d.). [online] Available from: http://babyccinokids. com/ [Accessed: 10th November 2013] Boden (n.d.). [online] Available from: http://www.boden.co.uk/ [Accessed: 10th November 2013] Burberry Children (n.d.). [online] Available from: http://uk.burberry. com/children/ [Accessed: 10th November 2013] Caramel Baby&Child (n.d.). [online] Available from: http://www. caramel-shop.co.uk/ [Accessed: 10th November 2013] Cath Kidston (n.d.). [online] Available from: http://www.cathkidston. com/ [Accessed: 1st November 2013] Chloe (n.d). [online] Available from: http://www.chloe.com/#/collections/childrens-wear// [Accessed: 3rd November 2013] Fat Face (n.d). [online] Available from: http://www.fatface.com/ [Accessed: 3rd November 2013] Hurst, T. (2013). The Nouveau Peasants, [online] Available from: http://tarahurst.com/journal/2013/8/20/the-nouveau-peasants [Accessed: 10th November 2013] Jigsaw (n.d.). [online] Available from: http://www.jigsaw-online. com/ [Accessed: 10th November 2013] Jigsaw Junior (n.d.). [online] Available from: http://www.jigsaw-online.com/categories/junior/all/home [Accessed: 10th November 2013]

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Web Pages and Websites Continued: Joules (n.d.). [online] Available from: http://www.joules.com/ [Accessed: 15th October 2013] Lake, L. (n.d). Pinterest Offers Marketing Benefits to the Small Business, [online] Available from: http://marketing.about.com/ od/socialmediamarketing/a/Pinterest-Offers-Marketing-Benefits-To-The-Small-Business.htm [Accessed: 15th October 2013] Mamas and Papas (n.d.). [online] Available from: http://www. mamasandpapas.com/?locale=1 [Accessed: 15th October 2013] Marks and Spencers (n.d.). [online] Available from: http://www. marksandspencer.com/ [Accessed: 15th January 2014] Next (n.d.) [online] Available from: http://www.next.co.uk/ [Accessed: 15th January 2014] Portas, M. (2011). Shop! Mary Portas at Aubin and Wills, [online] Available from: http://fashion.telegraph.co.uk/article/TMG8840811/ Shop-Mary-Portas-at-Aubin-and-Wills.html [Accessed: 1st November 2013] Rayner, M. (2013). Concept Store Confirms It Is Coming To Guildford, [online] Available from: http://www.guildford-dragon. com/2013/06/21/anthropologie-confirmed/ [Accessed: 10th November 2013] Stella McCartney Kids (n.d.). [online] Available from: http://www. stellamccartney.com/experience/en/stellas-world/kids/ [Accessed: 1st November 2013] Toast (n.d.). [online] Available from: http://www.toast.co.uk/ [Accessed: 14th October 2013] The White Company (n.d.). [online] Available from: http://www. thewhitecompany.com/ [Accessed: 16th October 2013]

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Professional Practice