B R A N D M A R K E T I N G
A U D I T
CONTENTS PAGE 2.EXECUTIVE SUMMARY 3.INTRODUCTION: BRAND HISTORY 4. BRAND EQUITY AND VISUAL IDENTITY 5.MARKETING MIX 6.CONSUMER SEGMENTATION 7.COMPETITOR ANALYSIS WITH BRAND POSITIONING MAP 8. MICRO AND MACROECONOMIC FACTOR ANALYSIS 9.SWOT ANALYSIS 10. RECCOMENDATIONS 11. BIBLIOGRAPHY 1.
EXECUTIVE SUMMARY This report analyses JW Anderson and focuses on marketing techniques used by the brand. It also evaluates the marketing and product strengths and weaknesses, the brandâ€™s vision and identity, the brandâ€™s ideal consumer, competitors, micro and macro factors affecting it, and recommendations for the brand to further grow, adapt and succeed. This report efficiently evaluates JW Anderson whilst providing detailed insight into the current marketing strategies that the brand benefits from.
INTRODUCTION: BRAND HISTORY
JW Anderson is a British fashion label, founded and established in 2008 by Jonathon Anderson before he launched the fashion house in London. Anderson himself graduated from London College of Fashion, and following this went on to further study and graduate with a degree in menswear design. Before launchinghis own JW Anderson label, Anderson worked as a visual merchandiser for Prada. Initially, in 2008, JW Anderson launched as a menswear collection, before JW Anderson himself and the brandâ€™s creative directors decided to branch out and subsequently released a womenâ€™s range in the autumn of 2010. The brand became more widely recognised in Britain after its first collaboration with Topshop in 2012, which saw the two brands create and release a limited-edition range of clothing and accessories. As a brand, JW Anderson belongs to the luxury goods market sector, and its products fall into the category of high-end accessories and clothing.
INTRODUCTION: BRAND HISTORY
Jonathon Anderson himself initially had plans to be an actor, not a designer, but instead found himself becoming fascinated with the costumes he saw created for the plays and performances. Anderson recalls how he “became more obsessed with them” than with the acting itself, and this led to his swift and abrupt career change. As previously mentioned, whilst he was studying at the London college of fashion, Anderson also worked as a window dresser at Prada, which evidently impacted his future creations and educated Anderson on the world of high, editorial fashion. In 2010, Anderson was announced as the new creative director of menswear label Sunspel, and later that year the JW Anderson brand was awarded catwalk funding by the British Fashion Council. In 2011 JW Anderson was awarded the British Fashion Council catwalk sponsorship, and following this in 2012 Anderson himself recieved a nomination for the International Woolmark Prize, and later in 2012 was also nominated and announced the winner of The British Fashion Council’s Emerging Talent award. Anderson was announced as a joint winner of the 2013 Spring/Summer Fashion Sponsorhsip Scheme, along with three other prominent male high-fashion designers.
BRAND EQUITY AND VISUAL IDENTITY In its website tagline, JW Anderson refers to itself as‘London’s luxury fashion brand’. It goes on to further describe itself as having a ‘unique design aesthetic which offers a modern interpretation of masculinity and femininity by creating thought-provoking silhouettes through a conscious cross-pollination between menswear and womenswear elements’. The greyscale, neutral colour palette used in JW Anderson advertisement allows the audience to focus on the model’s silhouette and, due to the simplicity of the imagery, encouragesthe potential customer to consider their own opinion of the clothing, rather than have a brand identity forced on them, as is often the case with more vibrant, complex ads. The neutral portrayal of both the models and clothing creates a mature and sophisticated image-focused brand identity. JW Anderson as a brand is currently celebrated for its most hyped product of the moment, the Pierce Medium Embellished Leather Shoulder Bag, which retails at £1965. Though a fairly new release, this can be considered the brand’s signature product of current times, as it has helped increase not only brand revenue,but also the brand’s popularity, client range and visibility to potential new customers. fig 9
BRAND EQUITY AND VISUAL IDENTITY The brand’s logo is a sleek, black and white design of the JW-the ‘J’ represents an anchor being hooked through the ‘W,’ with the originator of the brands last name, ‘Anderson’ written underneath in simplistic, bold font. Below this is written ‘London’, to signify the flag-ship location of the brand, as this is where it was first created and launched. The stylish logo easily fits in with the brand’s sophisticated, black and white colour palette identity, incorporating the sleek style of the clothing whist simultaneously informing potential customers of the basics of the brand-its name, flag-ship location and the effortless style it associates itself with.The brand has a personality which is brought to life through its advertisements and products, namely the clothing and photoshoots released by the brand. This brand personification emits a cool, effortless and modern vibe, and this encourages customers to engage with the brand as it is evidently a positive and attractive quality to potential and repeat consumers. JW Anderson promotes a modern, trendy aesthetic, employing the use of minimalism combined with bright, preppy hues, such as baby pink, red, burgundy, dark blue and bright yellow in both their clothing, website design and advertisements.
BRAND EQUITY AND VISUAL IDENTITY The Aaker’s framework is described as a tool to help assist and inform researchers on brand equity and visual identity and is directly used ‘to describe and measure the “personality” of a brand in five core dimensions’. Designed by Jennifer Aaker, the model can be used in reference to JW Anderson when one is analysing the brand’s personality and public image, for example, when one considers the main brand perspectives and the imagery, advertisement and products created and promoted by JW Anderson, the brand itself appears to fall mainly into the categories of excitement and sophistication; Excitement, because the brand is daring, as it constantly promotes the blurring of gender lines and does not conform to typical standards on such matters when new collections are being designed, and sophisticated because, despite its obvious lack of interest for archaic rules, JW Anderson is a mature brand, that seems adult in its self-promotion and brand vision, through the monochromatic promotional shots used for its advertisement, and the simple, self-aware layout of its website. fig 10
JW Anderson product portfolio: • Dog: Key-rings-Consistently found in the website sale section • Question Mark: Jumpers-Particularly oversized hoodies • Star: Women’s clothing-Mainly blouses and skirts • Cash Cow: Handbags-Especially backpacks and large tote bags This brand falls into the high-end, up market category, and therefore the price structure is expectedly high. The brand’s pricing strategy is not uncommon for the high-end quarter of the fashion industry, most luxury, heavy-duty and large items are priced significantly higher than less obtuse products, but all commodities are up in the price range compared to smaller brands or high-street stores. JW Anderson’s hero products are their handbags, simply due to their cash-cow status when JW Anderson is applied to the BCG Matrix- this means that handbags are the most significant money earner for the brand, and are often acknowledged by fashion experts as ‘products to watch’ when it comes to analysis of JW Anderson’s new collections.
When it comes to brand promotion, JW Anderson market themselves through a number of different channels. Obviously they present their newest collections at catwalk events and runway shows, delighting audiences with creative designs and allowing fans and critics alike to observe their newest pieces. This will increase sales as audience members spot pieces which they desire, adn also leads to advertisement by word of mouth, from delighted or disgruntled spectators of the show, whoâ€™s comments, either bad or good, will enourage others to check out the brand either on their official website, in store or on the its social media. JW Anderson also promotes itself through traditional publicity shots, their creative collections are modelled and photographed, and these images are used to promote the brand in loved and well-respected fashion magazines, such as Vogue and Harperâ€™s Bazaar, and this leads to increased brand interest and attention. The brand uses diverse models in all of their advertisements and promotional shots, an important step for any brand wanting to progress or be respected at this time in the fashion industry, as it suggests inclusivity, intelligence and ultimately opens the brand up to a wider range of clients.
Market segmentation allows a business to reach an exact consumer with specific needs and wants. Maslowâ€™s hierarchy of needs presents the five tiers of requirements for a person, and in the eyes of a brand, a consumer, to survive, succeed and thrive. It ranges from basic level needs, such as food and shelter, through to self-actualisation needs, consisting of fulfilment, personal growth and developments. Though technically the category of clothing comes under tier one and is considered an essential level of human need, designer brands such as JW Anderson could be considered to manipulate and exploit this need for clothing, by charging extortionate prices for what is a basic human right. High-end clothing also falls under category three-social needs-as it provides a sense of belonging due to the obvious status associated with buying and wearing expensive clothing. Often people do not buy expensive clothing only for the item, but also for the level of status achieved by owning such product.
CONSUMER SEGMENTATION JW Anderson consumer profile:
Sex: Female/male Age: 25 and over Income: High range earnings, must have disposable income
Though the brand is high-end and a repeat consumer would need to have spare income to invest in its high price range products, the JW Anderson X Topshop collaboration created a more accessible, youth-orientated vibe and provided well-received exposure for a relatively mature, quiet brand in a competitive and fast-paced market. It meets the need of the key consumer by providing up to date, gender blending fashion, which allows for personal expression and creative output. It provides edgy, well informed and ready to wear designs, showcasing classic looks for the modern, fashion-conscious consumer. Over time, the brand has needed to adapt to changing society and has done so by introducing a more blended style, combining both masculine and feminine attributes in its more recent collections.
JW Anderson visual consumer profile:
JW Anderson visual consumer profile:
fig 24 fig 26
COMPETITOR ANALYSIS In relation to competitors of the JW Anderson brand, one must look at companies which provide a similar product list, have a positive reputaion which matches or parralels that of Anderson’s, have a similar personality, similar target consumers and customers, similar price range and also any brand which has a similar or exact match of the JW Anderson unique selling point and brand vision. Evidently, JW Anderson’s direct competitors will be brands which are similarly high-end and are respected in the world of fashion and creative industries. Immediately Alexander Wang comes to mind as an obvious brand competitor. The two brands share similar styles, in that they both apprecate the simple the sophisticated elegance of minimalism with an often unconventional twist, be it Wang’s men’s hoodies which appear perfectly usual until one notices the built-in bolo tie used to hold the hoodie drawstrings, or Anderson’s Logo Mini Pierce Backpacks, which draw an exact comparison to Wang’s hoodies, as the fasten on the strings of the backpack is a sort of metal hoop and these are examples of both brands incorporating metal hardware into otherwise standard, universally recognised and worn designs. fig 28
COMPETITOR ANALYSIS Futhermore, Anderson himself does not like to acknowledge that his self-titled brand could face any such strong competition, as he belives the brand is ever evolving and adapting to suit the modern consumer, whatever their fashion requirements may be. When interviewed by The Guardian in the Autumn of 2015, Anderson quipped that ‘The minute your brand can be predicted, you’ve got a problem’. This suggests to readers of the interview and fans of his JW Anderson label that no other brand could aim to compete or ever copy the style or designs of JW Anderson, as it is simply not achievable to be aware of what direction the brand will next be heading in and therefore it is impossible to emulate or impeach upon the brand’s success.
MICRO AND MACRO-ECONOMIC FACTOR ANALYSIS Macro environmental factors are uncontrollable-they are the broad forces that effect not only the company but also the other factors in the microenvironment. The analysis of forces-political/legal, economic, ecological/ physical, social, cultural and technological-is known as PESTLE analysis. Macro changes in law and society can have a direct knock on effect to businesses and brands, for a brand such as JW Anderson, events such as the Scottish referendum caused the value of the pound to increase, and for the majority who had won their desired outcome through voting spirits were high-this jubilant mood encourages customers to spend more money in celebration, and therefore high-end brands gain extra revenue from the one-off, new customer. JW Andersonâ€™s marketing technique, in the face of increasing pressure to keep up with fast fashion whilst still creating products of great quality, is to interact with potential customers through a wide range of formats. For example, the brandâ€™s launch of its S/S 2014 advertisement campaign was done on a wide-scale level-the images were printed on posters, flyers, displayed in pop-up shops and even featured in British Vogue.
MICRO AND MACRO-ECONOMIC FACTOR ANALYSIS Macro factors that have effected JW Anderson include the modern-day obsession with technology and, more specifically, social media. Instagram especially has become an online hub for brands to promote their products to the modern consumer in an easy, stylish and effective way. Brands are able to communicate their brand-vision and carefully orchestrate what vibe their brand gives off, be it classic and timeless, modern and edgy or, in the case of JW Anderson, a sharp, unique, classic twist on gender roles styles, that attract fashion-conscious men and women. However, Instagram and other social media platforms, such as Twitter and Snapchat, can be troublesome for more upmarket, sophisticated and mature brands, such as JW Anderson and its competitors, as the modern phonomeonon of technology and social media is often obsessed over mostly by young teens and even preteens, who are simply not the target demographic consumer for this adult brand. Therefore, JW Anderson risks losing out on an incredible free marketing tool in socail media, as it is quite possible that their client list is simply not aware or interested in this as a means of clothes promotion and shopping.
MICRO AND MACRO-ECONOMIC FACTOR ANALYSIS JW Anderson have wisely avoided becoming insignificant amongst the masses of high-end clothing brands, by constantly reinventing their brand image and personality through the continuous development of their style. The collections released by Anderson as creative director and owner of the brand are ever adapting and showcasing awareness of the wants and needs of the modern consumer. Anderson himself is evidently aware of both micro and macro economic factors which directly affect the world of fashion and therefore indirectly affect his consumers and the brand itself. The brand has managed to remain modern and consumer conscious by adapating to the modern day- they have a large online presence, despite the risk this may not reach their desired consumer. Anderson clearly wants to monopolise on social media as a means to remain new and current.
Strengths of JW Anderson:
SWOT ANALYSIS 1. It is approachable to any persons, regardless of their sex. This is a key positive factor, as being inclusive and representitive allows the brand to reach a wide target audience whilst simultaneously making consumers aware that this is a company which does not hold any prejudice, and instead encourages blurring of gender through clothing and creativity. 2. It has a strong and credible brand history and reputation, which allows it to be held in high esteem by creatives and those who work within the fashion industry. This also adds to the personality of JW Anderson which suggests it to be a company consumers can trust and believe in. 3. The collections released by JW Anderson are as unique as they are timeless. It cannot be ignored that the pivotal reason for the success of JW Anderson is their brilliant style, which is displayed through the clothing and accesories which they produce. The brand has a persona of effortless chic sophistication, and this is attractive to potential and reoccuring consumers.
Weaknesses of JW Anderson:
SWOT ANALYSIS 1. It could be considered to be elitest or to look down on consumers that simply cannot afford to pay for such highly priced items, regardless of whether or not they enjoy the brandâ€™s signature style and vision. This makes the brand unnaprochable and suggests that if you are not a repeat customer you may not be valued as highly by the company. 2. Being part of such a fast-paced, busy industry, JW Anderson has the potential to get lost in the mix of other similar brands, due to the fact it is a relatively mature and quiet company in terms of publicity. Though this could be considered a positive in terms of relating to their mature consumers, without careful consideration the brand could easily not promote themselves boldly enough in comparison to its competitors. 3.The high pricing of items is an obvious side-effect of being a luxury designer label, but here JW Anderson obviously loses out on potential consumers that cannot afford even the cheapest of its items.
RECCOMENDATIONS My recommendations for the brand would be to simply be more bold in itâ€™s advertisement and self-promotion, in order to succesfully stay relevant and important in the scope of modern fashion. By being a louder voice in the over-crowded fashion industry, JW Anderson can stay relevant, and does not have to lose its integrity to do so. Futhermore, perhaps JW Anderson could consider doing more collaborations with high-street stores, such as their TopShop collab, in order to ensure the brand appeals to younger fashion-concious shoppers, who may not be able to afford the brand in their youth, but could remain aware of it as they begin their careers, and in the future may spend spare income on products from this brand, as it has remained appealing to them from a young age.
BIBLIOGRAPHY fig 1: Sketch-https://www.showstudio.com/collection/j_w_anderson_london_womenswear_s_s_2013/showstudio_j_w_anderson_s_s_2013_fashion_illustration fig 2: Sketch-https://www.showstudio.com/collection/j_w_anderson_london_womenswear_s_s_2013/showstudio_j_w_anderson_s_s_2013_fashion_illustration fig 3: Sketch-https://www.showstudio.com/collection/j_w_anderson_london_womenswear_s_s_2013/showstudio_j_w_anderson_s_s_2013_fashion_illustration fig 4: Sketch-https://www.showstudio.com/collection/j_w_anderson_london_womenswear_s_s_2013/showstudio_j_w_anderson_s_s_2013_fashion_illustration fig 5: Sketch-https://www.showstudio.com/collection/j_w_anderson_london_womenswear_s_s_2013/showstudio_j_w_anderson_s_s_2013_fashion_illustration fig 6: Sketch-https://www.showstudio.com/collection/j_w_anderson_london_womenswear_s_s_2013/showstudio_j_w_anderson_s_s_2013_fashion_illustration fig 7: Portrait-http://www.10magazine.com/news/j-w-anderson-to-collaborate-with-uniqlo/ fig 8: Magazine -http://www.henrybourne.com/jw-anderson-british-elle-september-2011/jwanderson-1-2/ fig 9: Brand Logo-https://j-w-anderson.com fig 10: Aakers Framework-http://www.valuebasedmanagement.net/methods_aaker_brand_personality_framework.html fig 11: Photoshoot-https://www.wgsn.com/blogs/j-w-anderson-6/# fig 12: Photoshoot-https://www.wgsn.com/blogs/j-w-anderson-6/# fig 13:Photoshoot-https://www.wgsn.com/blogs/j-w-anderson-6/# fig 14: Photoshoot-https://www.wgsn.com/blogs/j-w-anderson-6/# fig 15: Photoshoot-https://www.wgsn.com/blogs/j-w-anderson-6/# fig 16: Photoshoot-https://www.wgsn.com/blogs/j-w-anderson-6/# fig 17: Logo-https://j-w-anderson.com fig18: Sketch-https://www.showstudio.com/collection/j_w_anderson_london_womenswear_s_s_2013/showstudio_j_w_anderson_s_s_2013_fashion_illustration fig 19: Stock Image-http://www.londondesignagenda.com/london-guide/best-art-galleries-in-london/ fig 20: Stock Image-http://www.jiangluosan.net/StackFashionMagazines1740axagutwe/ fig 21: Stock Image-http://londonwhere.com/art fig 22: Stock Image-https://www.pinterest.co.uk/explore/minimalist-flat/ fig 23: Magazine-https://j-w-anderson.com fig 24: Stock Image-http://idolza.com/qz/917z7i8/bedroom-with/1g8i77/ fig 25: Photoshoot-http://www.vogue.co.uk/gallery/jw-anderson-for-uniqlo-pictures fig 26: Photoshoot-http://www.vogue.co.uk/gallery/jw-anderson-for-uniqlo-pictures fig 27: Converse X JW-https://j-w-anderson.com fig 28: Sketch-https://www.showstudio.com/collection/j_w_anderson_london_womenswear_s_s_2013/showstudio_j_w_anderson_s_s_2013_fashion_illustration fig 29: Sketch-https://www.showstudio.com/collection/j_w_anderson_london_womenswear_s_s_2013/showstudio_j_w_anderson_s_s_2013_fashion_illustration fig 30: Photoshoot-https://www.wgsn.com/blogs/j-w-anderson-6/# fig 31: Magazine-https://j-w-anderson.com fig 32: Photoshoot-https://www.wgsn.com/blogs/j-w-anderson-6/# fig 33: Photoshoot-https://www.wgsn.com/blogs/j-w-anderson-6/# fig 34: Photoshoot-https://www.wgsn.com/blogs/j-w-anderson-6/#