Repositioning SIAN MARIE in an International Market

REPOSITIONING SIAN MARIE IN AN INTERNATIONAL MARKET

By Chloe Lansdall

CONTENTS

Executive Summary...P3-4 Introduction...P5-6 Rationale...P7-8 SWOT Analysis...P9-25 Recommendation...P26-37 Conclusion...P38-39 Appendix...P40-42 Bibliography...P43-47

EXECUTIVE SUMMARY

The fashion industry is highly competitive, ever-growing, and expanding, with the expectation that brands will have the ability to adapt and evolve cohesively. In order to stay competitive and relevant, there are several ways in which a brand can be innovative. Repositioning enables companies to change the way customers associate with their brands and products. It helps to provide a revitalised brand image and personality.

If implemented successfully, a brand is able to adapt its communication, branding, or target audience to redefine its market position, target customer, and promotional activities, which thus enables business growth and renewed customer perception. (Envoy, 2018).

EXECUTIVE SUMMARY

This report will analyse and evaluate the steps that can be taken in order to reposition UK brand SIAN MARIE in an international market. In doing so, this will establish the brand’s core values and determine its mission and vision for the future. It will provide an overview of the brand and a critical analysis of what is already working to determine areas of weakness, and how these could be improved upon.

From here, recommendations on what the brand needs to do and how it can improve will be given, which will therefore allow SIAN MARIE to expand and develop further within the fashion industry, and ultimately result in the business growing in sales and success.

INTRODUCTION SIAN MARIE is an e-commerce UK based loungewear brand, founded by fashion designer and creative director Sian Gabbidon. She rose to fame after winning season 14 of The Apprentice in 2018 and securing herself an investment and business partner in Lord Alan Sugar. Since then, she has expanded the brand from swimwear to loungewear and apparel, which can be bought on the SIAN MARIE website and is also stocked online at ASOS and House of Fraser, as well as in George at ASDA stores.

INTRODUCTION

In order to create a brand identity, a business must differentiate itself from other competitors. This starts with a brand personality, which is arguably one of the most important elements of branding as it is the sum of its culture, vision, and behaviour. (Hameide, 2011).

The brand of a company is a way in enhancing its desired image. A brand can be a symbol, text, image, or a combination of them that defines the product and the company on the market (Melin, 1999). It is an intangible asset to a company and can have many functions; it can be information provider, identity keeper, image creator or risk reducer (Kotler & Keller, 2007).

RATIONALE The brand name SIAN MARIE is easy to remember and pronounce, with an emotional and personal attachment with it being the founder’s first and middle name. The brand has a dedicated section on its website all about the owner and CEO Sian, discussing her upbringing and business ventures. Having Sian as the personality of the brand provides humanisation and relatability for the consumer, making the brand more authentic and further signifying how the brand name is relevant and on-brand. Emotionally connected consumers are 52% more valuable to a brand than those who are just satisfied (Otley, 2016), thus encouraging brand loyalty and repeat purchase.

RATIONALE

The brand logo is simple but effective, with the bold font and sans serif typography, providing a professional and sophisticated brand image. SIAN MARIE have an ongoing black and white theme on their website, which therefore allows the clothing to be the main focal point and be at the forefront of the customers mind when using the ecommerce site. The use of monochrome branding evokes class and style to the consumer and is used by some of the biggest brands in the world, including Chanel (Cantor, 2019).

SWOT ANALYSIS

STRENGTHS

Celebrity Endorsements:

Like most fashion brands, SIAN MARIE utilises celebrity endorsements as their primary marketing strategy, collaborating with influencers like Molly Mae and Addison Rae, who can be seen pictured wearing the clothing pieces on the website, along with posting content on various social media platforms. Branding is fuelled by social influences including peers, celebrities, and advertisements. (Communale, n.d.).

Celebrity Endorsements: An influencer can draw attention and shape the perceptions of the brand, therefore gaining the brand more popularity as the celebrities’ fans will also become fans of the products and services sold by the business. (Keller, et al., 2013). Although SIAN MARIE is an affordable brand, the use of celebrities makes not only the clothing pieces but the brand itself seem more luxurious and exclusive and therefore will entice more customers to purchase the products.

The (Till & Busler, 2013) “Celebrity-Product Match-Up” proposition suggests that when using celebrity endorsement as a form of advertising, there must be a congruence between the celebrity and the products in terms of characteristics.

Celebrity Endorsements: For example, SIAN MARIE has worked with Jordan Lipscombe and Hannah Renee, who are both YouTubers and content creators with a combined following of over 700,000 on Instagram alone. Their followers are predominately women aged 18-30, which suits the intended target consumer of SIAN MARIE. Therefore, by collaborating with these influencers, the brand is reaching a large demographic who are likely to be interested in purchasing its products .Youngerconsumersaremotivatedtoexpresstheirpersonality through the clothes they wear and prefer to buy brands that best reflect their personality, as brand image ultimately reflects self-image (Communale, 2008).

Celebrity Endorsements: It’s important that SIAN MARIE is meticulous when choosing which celebrities to work with, as there is a risk, they could become involved in controversy, therefore tarnishing the brand’s reputation (Muda, et al., 2017). A recent example is Love Island star Kaz Crossley, who is pictured wearing SIAN MARIE products on the website. However, a video has gone viral of the star taking illegal substances whilst on holiday in Dubai, which could potentially tarnish and damage the brand image of SIAN MARIE.

Celebrity Endorsements: Very popular celebrities like Molly-Mae endorse multiple products and has no real brand loyalty in terms of who she works with. For example, she is the creative director of Pretty Little Thing and often collaborates with the brand, even though this is a direct competitor of SIAN MARIE. Thus, lessening the impact and distinctiveness of each product relationship as well as diminishing consumer perceptions of celebrity credibility and likeability. (Tripp, et al., 1994).

When a celebrity’s image is associated with multiple brands, the impact and identity with each product may lessen since the relationship between the celebrity and a particular brand is not exclusive. (Mowen & Brown, 1981); (Erdogan, et al., 2001)

Price: “Price is an integral tool in positioning a brand, and choosing the right pricing is a major strategic decision that could make or break the brand. If the price is set too high, it will alienate potential customers, but if the price is too low it will raise suspicions about the quality and ethical element of the production process,” (Hameide, 2011, p. 189).

The image of a brand is often reflected in its price, and if products are indistinguishable from competitors, the biggest factor which will determine a consumer’s purchasing decision is the price. (Rath, et al., 2012, p. 211).

SIAN MARIE products are competitively priced, ranging from £12.99 for t-shirts to £89.00 for a puffer jacket. This is in line with other competitors such as Lounge Underwear, which sells similar products at the same price point. SIAN MARIE also offer 20% student discount, which therefore entices more of its target audience to purchase from them.

WEAKNESSES

Communication:

Brand communication is how a business promotes the brand’s presence, identity, and value through advertising. “The brand’s identity stems from its personality, which is shaped by the activity and emotions generated by the brand.” (Hameide, 2011, p. 77).

Communication has three main purposes, which is to inform the consumer about new product launches or promotional activities, to remind consumers about the brand and to attempt to convince consumers that the brand and its products are better than the competition.

Communication:

A brand touchpoint is any form of interaction or communication made between a brand and its customers, to engage customers and provide them with the best brand experience (Hardy, 2020). SIAN MARIE utilise social media as its main touchpoint, in particular Instagram. However, it has two separate accounts, one with far more posts but fewer followers, and the content appears to be almost identical across both platforms, which therefore could cause confusion for consumers trying to find the brand to follow on social media.

The brand also has a TikTok account, allowing it to establish a stronger relationship with a younger demographic and reach new customers. However, the account currently only has 133 followers, suggesting it needs to aim to grow this by posting engaging content which is on-trend and relevant to the business, the products, and the intended audience.

No real USP: A unique selling point is a factor which helps to differentiate a product from its competitors. The fashion industry is highly saturated, therefore a brand like SIAN MARIE needs to distinguish itself and its products in order to create a competitive advantage.

One way in which the brand could do this is by adapting its business practices and supply chain to become more sustainable. This is an opportunity for SIAN MARIE to market itself to be more sustainable, which will help attract a new type of consumer and significantly improve the brand image and reputation, as well as providing a unique selling point which will distinguish its products from competitors.

OPPORTUNITIES

Physical Stores:

Shopping in-store is an emotional experience which is shaped by the physical appearance and feel of the store, defined by its layout, interior design, music, smell, and lighting. (Hameide, 2011). SIAN MARIE is an e-Commerce brand and therefore lacks a physical high-street presence, which can sometimes make it difficult to establish strong relationships with consumers who may prefer to shop in-store. E-Commerce is missing a brand specific tangible experience, as brick and mortar stores provide touchpoints which online stores cannot.

Physical Stores: Any way a consumer can interact and communicate with a brand is classed as a touchpoint, such as sensory marketing and visual merchandising. Haptics and optics are important factors, which help to convey a strong brand image and provide consumers with an emotional connection to the brand.

The experience of in-store shopping can either improve or tarnish a consumer’s perception, depending on the service and atmosphere in store.

SIAN MARIE has operated solely online until recently, as on 12th November it announced via Instagram that its products will now be stocked and sold in George at ASDA. This is therefore a progressive step the brand is taking to evolve and somewhat reposition itself, to try to accommodate to a wider target consumer market.

Physical Stores:

The most effective method for a company to uphold its brand image is to do so through internal branding, which is communicated through the store’s employees as they personify the brand’s image and personality. (Communale, n.d.).

Therefore, by not opening its own stores, there could be a lack of control over the store atmosphere which consumers experience whilst shopping for SIAN MARIE products, such as the music being played, or the coat hangers used to display the clothing. Although these may seem like minor details, the store atmosphere reflects the brand image and therefore could result in the brand being misinterpreted and perceived differently by consumers.

Product Expansion: The product should capture the essence of the brand, be relevant, and targeted to a specific consumer in mind to satisfy a need. When appearing on The Apprentice, SIAN MARIE was solely a swimwear brand, specialising in multiway and reversible bikinis. However, due to the Covid-19 pandemic and travel restrictions being put in place, this forced SIAN MARIE to diversify its product range and expand to loungewear and apparel, therefore allowing the business to make sales all year round, rather than a seasonal approach targeted to the summer months. This highlights the flexibility the brand has in terms of product range and provides the opportunity to further expand this in the future, with the potential of accessories like shoes or jewellery.

THREATS

Highly Competitive Market:

The fast fashion industry is fiercely competitve, with trends constantly changing and consumers always looking for the next best thing. SIAN MARIE therefore must consider a differentiation strategy to achieve competitve advantage. Not only should the product itself be unique, but also the way in which the company presents the product to the consumer and how it positions itself within the market.

Highly Competitive Market:

The UK market is already heavily saturated, so in order for SIAN MARIE to reposition internationally, it must stand out and be memorable, so that the consumer can make a distinction between the brand and its competitors. One way in which SIAN MARIE can do this is to show its customers that the company cares about their wants and needs. (Baykal & Delagarde, 2011), (Moore & Fairhurst, 2003).

The Rise of Sustainability: As concerns for the planet grow, so do consumers’ expectations, with shoppers holding more and more brands accountable for their business practices and effects on the environment. (Rosmarin, 2020) reported that online searches for sustainable fashion tripled between 2016 and 2019, thus signifying that sustainability is increasingly becoming a more important factor in consumers purchasing decisionmaking (Euromonitor, 2018) and as a result, they are making more conscious decisions in regard to what they are buying and are willing to pay a premium to meet the need for guilt-free consumption.

The Rise of Sustainability: Therefore this is an ever-growing factor in which SIAN MARIE must acknoledge in order to meet consumer demand and reduce the impact fast fashion is having on the planet. The trend of sustainability is still developing, so it must act now and begin to adapt its business practices to become a key innovator within fast fashion, thus improving the brand image and providing a USP against its competitors.

RECOMMENDATION

To reposition internationally and continue its success, there are steps that should be considered to improve the brand. Evidence and information gathered from the SWOT analysis have been used to provide recommendations and suggestions tailored to SIAN MARIE, in order for the business to expand into an international market whilst maintaining a strong united brand image.

Brick & Mortar: Although SIAN MARIE has launched in George at ASDA, a store like Urban Outfitters would be better suited to the brand as its target demographic is similar to that of SIAN MARIE, described as “young adults aged 18-30 who are self-expressive and sophisticated”. (See Appendix 1 for SIAN MARIE consumer profile). Urban Outfitters caters to this consumer through both its website and its stores, which are well-known for its appealing visual merchandising and pleasant in-store environment (Ali, 2018).

Also, Urban Outfitters already operate globally, so this would enable SIAN MARIE to reach a wider demographic and significantly increase the brand reach.

Brick & Mortar:

Another option would be to open a pop-up store, which is a cost-effective way to tell the story of a brand and make it more tangible to customers, which can be a challenge for pureplay eCommerce retailers like SIAN MARIE to achieve (Lee, 2013). Although temporary, it is a smart business tool to use to measure the success of opening a potential physical store in the future.

In 2019, SIAN MARIE opened a pop-up shop inside Trinity Leeds shopping centre, with fellow The Apprentice stars attending, alongside DJs and carnival dancers. The event was a huge success and helped to increase brand awareness, create a stronger brand identity and attract new customers.

Therefore SIAN MARIE could consider making this an annual event, as it would create a buzz around the brand and help to stabilise the brand image.

Brick & Mortar:

Alternatively, SIAN MARIE could opt to open a flagship store in Leeds, in keeping with Sian’s routes and her love for her hometown, to attract more customers and create a destination store that personifies the brand that people want to visit and experience (Trotter, 2016).

Accommodate to an international market:

In terms of branding, while the message should be kept consistent, sociological, ideological, and cultural factors should be considered when expanding into an international market. SIAN MARIE must maintain a consistent tone of voice, brand mission and vision, and message across its website and other advertising platforms. One way in which the brand could adapt its social media platforms to improve communication is to set up multiple Instagram accounts for different countries.

Accommodate to an international market: Language barriers can provide a disconnect when communicating with consumers, regardless of images being the primary feature of the platform. Some customers may find it off-putting and distracting to read different languages on one account (Majaya, 2016). Therefore by utilising separate accounts, it will make the brand more accessible to customers around the world.

However, If SIAN MARIE were to do this, it must maintain a clear and consistent brand image regardless of the language. For example, having the same profile picture on every account to show unity to the customer and provide reassurance it is the same brand and products across all platforms.

Accommodate to an international market:

Another way SIAN MARIE could cater to an international audience is by using emotional branding, which addresses consumers’ desire to have positive experiences, express authentic-self rather than idealised-self. Fashion by its nature is an emotional product that fulfills the needs and desires of consumers; therefore, it is imperative for SIAN MARIE to employ emotional branding strategies to reach its target customers (Kim & Sullivan, 2019).

Accommodate to an international market:

One way the brand could do this is by collaborating with smaller influencers as opposed to working with A-list celebrities like Molly-Mae. The brand could create a hashtag in which customers with under 10,000 followers post images of themselves wearing the clothing and accessories.

This will help SIAN MARIE connect to its consumers on a personal level and allow the brand to be more relatable and authentic for customers.

Diversity & Inclusivity:

Diversity is defined as the mixture of individuals in society; the range of human differences and inclusion is the practice of providing equal access and opportunities to people who might otherwise be excluded or marginalised (Johnston, 2020). Inclusion can often be treated as a box to tick, rather than a real priority for brands. However, both are becoming more important factors for brands to consider, due to a shift in consumer expectations (Oliver, 2021) SIAN MARIE’s current model casting is not diverse enough, with only one model featured on the website showcasing the clothing. The business should consider using multiple models with various body types and ethnicities, to make customers feel more valued and represented by the brand. There is also an opportunity for SIAN MARIE to offer plus-size clothing to become more inclusive, meet customer demand and remain competitive.

Diversity & Inclusivity: Alongside model casting, SIAN MARIE could consider the art direction of the brand and ensure the brand message is represented by the visuals used on its website. For example, being more adventurous with the styling and photography, instead of using a plain grey background and static shots, it could utlise various backgrounds and models to bring the brand to life and ensure there is a consistent message being portrayed to the consumer of what the brand personality is and what the brand represents. (See Appendix 2 for styling photoshoot suggestions.)

Mobile app to stay competitive:

(Hartery, 2020) reported that 58% of millennials prefer to purchase through apps rather than mobile web, therefore there is a high demand and expectation for SIAN MARIE to meet. Although the initial cost of developing an app could be costly, there is an opportunity for SIAN MARIE to gain customer loyalty and increase brand awareness, as a mobile app would provide an alternative touchpoint to the website and make SIAN MARIE more accessible to customers from all around the world.

(See Appendix 3 for app layout and design).

Mobile app to stay competitive: If SIAN MARIE were to introduce this, it should ensure the app is easy to use and navigate, as well as being simple for customers to browse and purchase products. By allowing customers to create an account on the app, it will provide SIAN MARIE with personal data about customers’ gender, age, and demographic, whilst providing customers with a personalised shopping experience, making them feel more appreciated and valued, thus encouraging brand loyalty.

Conclusion:

The fashion industry is constantly growing and is one of the most competitive markets, so SIAN MARIE needs to understand who its target market is and what they want. To reposition in an international market, establishing a strong brand identity is essential, as it enables customers to feel an emotional connection to the clothing they wear.

Emotional branding is important, as it communicates who the person is, who they aspire to be, or even how they wish to be perceived (Communale, 2008). Utilising this will help SIAN MARIE tell the story of both the products and the brand, maintaining a relatable and authentic brand image.

Conclusion:

SIAN MARIE already has multiple strengths which it should continue to work on, like its close relationships with celebrities and influencers, and the internal branding of having Sian at the heart of the business. To continue to grow, the brand needs to consider the recommendations provided to meet its consumer needs and remain competitive.

APPENDIX: 1. Consumer Profile

Customer Profile STUDENT ON A BUDGET INTEREST IN FASHION

FEMALE

LEEDS BASED WATCHES REALITY TV SOCIAL MEDIA ADDICT

GYM GO-ER

ENJOYS A NIGHT IN AGED 20

TRAINERS OVER HEELS

APPENDIX: 2.Styling and photography

APPENDIX: 3. App layout and design

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