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