Say Something Social - Hannah

H L A I C O S G N N I H T E N M O S Y SA A H M A S O N

SHRIMPS

“Feeling like

yourself is so

important” -

Hannah Weiland, founder of Shrimps (Vogue 2018)

CONTENTS

1

2

3

SECTION 1: Introduction

SECTION 2: Retail Management

SECTION 3: Risk Log

Executive Summary: 1.1 History of Shrimps: 1.2 World of Weiland:1.4 Shrimps World Map: 1.5 SWOT: 1.6 Pen Portrait: 1.7 Brand Positioning Map (UK): 1.8 AAKERS Model:1.9

5Ws: 2.1 Logo Proposal: 2.2 Vietnamese Market SWOT: 2.3 PESTLE: 2.4 Are You Faux Real?: 2.5 Strategy Canvas Graphs: 2.6/2.7 Concept Store Analysis: 2.8 Vietnamese Market Research:2.9 - 2.11 4 Path Framework Model: 2.12 6 Path Framework Model 2.13/2.14 STP Framework: 2.15 - 2.19 Porters 5 Forces: 2.20

Mitigation Plan: 3.1 Contingency Plan: 3.2

4 SECTION 4: Brand Mix In-Store Brand Mix Proposal: 4.1 Concept Store Introduction: 4.2 Concept Store Location: 4.3 Target Consumer: 4.4 5Ss Model: 4.5 Digital Marketing Strategy: 4.6/4.7

5 SECTION 5: Customer Store Experience Competitor Store Audit: 5.1 Brand Positioning Map (VN): 5.2 Competitor Analysis Graph: 5.3 Competitor Engagement and Social Reach Charts: 5.4 Dior Exhibition: 5.5 Wareshrimps: 5.6 Dolce & Gabbana, Rex Hotel: 5.7 Concept Store Inspiration: 5.8 Concept Store Mood Board: 5.9/5.10 Concept Store Layout: 5.11-5.13

6 SECTION 6: Brand Mix In-Store Marketing Mix: 6.1 AIDA Model: 6.2 - 6.4 Smart Objectives: 6.5 Pop-up Store Mood Board: 6.6 Hofacker’s 5 Stages: 6.7 RACE Model: 6.8 - 6.11 Launch Party: 6.12 Vietnamese Influencers: 6.13 Instagram Data Analytics: 6.14 Social Media SWOT: 6.15 SEO Analysis: 6.16 SEO Strategy: 6.17 Traffic Analytics: 6.18 Keyword Gap/Overview: 6.19/6.20 Display Advertising: 6.21 Backlinks: 6.22 Shrimps Audience: 6.23 Revenue Conclusion: 6.24 Retention Strategy: 6.25 6Cs: 6.26 Honeycomb Social Media Model: 6.27/6.28 Marketing Planning: 6.29

7 SECTION 7: Concept Store: Digital Touch-points Shrimps x Vietnam Mood Board: 7.1 App: 7.2/7.3 App Functionality: 7.4 App Wireframes Overview: 7.5 App Creation: 7.6/7.7 AR: 7.8 VR:7.9 Conclusion: 7.10 Recommendations: 7.11

EXECUTIVE SUMMARY The purpose of the brief was to manage the launch of a Shrimps concept store in the heart of emerging Vietnam, encompassing an omni-channel strategy.

This report details a multi-channel marketing strategy, aiming to provide a clear insight into the current fashion retail market in Vietnam and why Shrimps would be a great fit. The prime location for the store is Ho Chi Minh a beautiful city set amid a growing financial hub, favoured by a young, fashion-influenced target audience who are flocking there to shop.

Shrimps already has a strong social media presence and good reputation worldwide. However, they could establish themselves further within the Asian market by opening their first bricks and mortar concept store. This strategy outlines how to launch Shrimps successfully, influence a new market and build brand loyalty. “The London-based designer has captured the hearts (and bank accounts) of many and has been responsible for the creation of several cult items, including the beaded bag trend of 2018� (Carder, 2019).

1.1

SHRIMPS

OF HISTORY 1.2

Hannah Weiland graduated from the London College of Fashion in 2013 and founded cult label Shrimps. Over the past six years her cruelty-free luxury womenswear brand has gone from strength to strength globally, her quirky, technicolour designs capturing global attention.

She is an advocate for faux fur, spurring other luxury brands to follow suit. During an interview, Weiland said “I Was Only 23 When I Started Shrimps, So I Was Very Young And Very Naive, I Learnt A Lot On The Job.

“A SHRIMP IS A SHRIMP IS A SHRIMP” ” 1.3

HANNAH WEILAND

WORLD OF WEILAND

1.4

N U FO

R E D

EST 201 3 based in London

Sustaina ble vegan faux fur

1960s d e r i p s in s t c u d pro

BRAND PERSONALITY Young Experimental Innovative Hannah Weiland - “If I was asked to describe Shrimps’ aesthetic it’d be British, painterly and feminine chic,” (Young, 2019)

BRAND ESSENCE

Stocked in 95 stores around the world

Bold Daring Confident

BRAND VALUES Provides a high quality and unique product offering which prides itself on being fur-free.

UK NORTH AMERICA SCANDINAVIA ASIA PACIFIC MIDDLE EAST 
 OCEANIA

SHRIMPS WORLD MAP Stocked in prestigious department stores in 19 countries worldwide

1.5

S

• • • • • • •

Worldwide stockists in prestigious stores Strong online presence International media coverage Strict ethical policy User-friendly, multilingual website Ready to wear - can be purchased worldwide online Offers high quality outerwear as well as accessories

W

• • • •

No stand-alone bricks and mortar store Only limited international stockists Main focus is on winter coats A clear target consumer not established

• •

Entering new markets Adding value to the brand by adding a product extension eg. shoes Collaborating with well-known Asian influencers to increase brand awareness Capitalising on English heritage when entering new markets

O T 1.6

• •

• • •

Decreased demand for goods Instability in some parts of the world eg. post Brexit Other brands selling similar goods at a lower pricepoint

UNITED KINGDOM

PEN PORTRAIT

CELEBRITY ENDORSEMENT UK 1.7

Scarlett Pearson, 27 Single Lives in London Rents a flat with close friends Fashion journalist at Harpers Bazaar Vegetarian and animal lover Healthy lifestyle Close connections with influential people Enjoys socialising and going to gigs Frequently attends fashion events Shops for quirky, luxury clothing to express herself Love of art and going to exhibitions Moderate social media following

BRAND POSITIONING MAP UK/ WORLDWIDE

1.8

AAKERS MODEL

BRAND IDENTITY ★UK-based luxury brand since 2013 ★Catwalk and RTW ★PETA approved ★Sustainable brand ★Stocked as concessions in prestigious stores worldwide ★Identifiable, quirky, whimsical designs CONSISTENCY OVER TIME ★Consistent and on-brand ★Has become a trend in itself ★Promotes fur-free BRAND INVESTMENT ★Was first stocked on Net-aPorter, Avenue 32 and Open Ceremony in 2013 ★Double-digit growth year on year since launch ★Concessions expanded globally, entering Europe, North America, Scandinavia, Asia Pacific, Middle East and Oceania markets ★All RTW can be purchased online worldwide

BRAND POSITION ★Fashion/accessories ★Multilingual website ★Bricks and mortar concessions ★Designs are heavily based around art ★Loved by a diverse age range

TRACKING BRAND EQUALITY ★Young professionals who want to be seen ★Strong cruelty-free values ★Loyal customers

VALUE PROPOSITION ★High price-point ★Collaborations with Converse & Habitat make Shrimps accessible at a lower price-point (affordable luxury) ★Endorsed by celebrities ★On-trend/unique ★Respected and praised within the fashion industry ★Growing business in a tough economic climate BRAND STRATEGY ★Innovative design (eg. the on-trend and coveted beaded ‘Antonia’ bag) ★Aesthetically pleasing content across all channels ★Emerging brand ★Respectable social following ★1960s English influence

BRAND LEVERAGE ★2013: brand established ★Originally launched with one faux fur coat and clutch bag ★Now focuses on faux fur outerwear and accessories ★Started collaborating with high street brands for accessibility ★Advocate for fur-free ★2019: 95 stockists in 19 countries worldwide ★Upcoming Warehouse 40-piece ‘Wareshrimps’ clothing collaboration which includes “everything from shoes and hats to shorts and dresses.” (Malbon, 2019).

EXECUTION ★Use of e-commerce to reach global consumer groups ★Stand-out designs that attract media attention ★Further collaborations ★Launch into new markets ★Featuring in trusted, popular global publications (online and print) ★Celebrity endorsement

1.9

“Faux fur is such a versatile, luxurious fabric—there are endless opportunities and techniques to experiment with, it really is the best fabric”.

-

1.10

Hannah Weilland (V Magazine, 2017)

2 RETAIL MANAGEMENT

WHO: WHAT: WHEN: WHERE: WHY:

Shrimps Brand with extensive audience, targeting women aged between 20 70

Launch a Shrimps concept store in Vietnam Increase brand awareness Influence the Vietnamese fashion industry to convert to fur free

5

Concept store launch November 2019

Ho Chi Minh, Vietnam - an emerging market Digital and traditional forms of advertising within Vietnam to be used to generate brand awareness

Branching out into a new, emerging market with a demand for luxury Brand already in 17 stores is Asia Gain new customers and develop long-term relationships

2.1

WS

LOGO PROPOSAL 2.2

SHRIMPS LONDON

English brands Marks & Spencer and Dune have stores in Vietnam, where they have added ‘London’ to their logos. This appeals to the Asian market, which loves English heritage and sees London as an exciting fashion capital of the world.

Echoing this adaptation, the Shrimps logo has been similarly altered with the addition of ‘London’ and simplified by the removal of the illustrated shrimps.

ENTERING VIETNAM 2.3

S W

• •

Emerging market where there is a demand for luxury Young, growing middle-class demographic “The growing Vietnamese middle and affluent classes and the younger population increasingly value convenience and comfort”. (insideretail.asia, 2019) • Rapidly growing economy

• •

Always a risk entering a new market Seasonal faux fur outerwear is the brand’s USP unsuitable in a country with a consistently warm climate

•

O

Shift focus to lightweight clothing - new product extension opportunity • Increase brand loyalty and positioning before other global players launch stores in Vietnam “Vietnam is attracting global industry players drawn by its double-digit growth” (Ng, 2018)

•

T

• •

Instability in some parts of the world eg. post Brexit could affect the brand as it is London-based Others brands selling similar products at a lower price-point Popular, traditional markets selling counterfeit items

• •

In the UK, Brexit will undoubtedly affect sterling and in turn the retail environment and trade industry.

• •

In Vietnam “Decree 09/2018/ND-CP on the Law on Commerce and the Law on Foreign Trade Management was issued to incorporate several favourable changes for retailers establishing or expanding their businesses in areas pertaining to the trading of goods by foreign investors and enterprises” (Retail in Vietnam | Navigating the digital retail landscape, 2019).

P 2.4

If UK trade with Europe post Brexit becomes less feasible, expanding into new markets could be the best option.

As disposable income in developing countries such as Africa and Asia increases, so does the opportunity to exploit this.

•

Vietnam became the 150th member of the World Trade Organisation in 2007 and has started accepting foreign investment, seeing an increase in global brands.

•

“Retail sales in Vietnam rose by 12.1 percent year-on-year in March 2019, accelerating from a 11.5 percent growth in a month earlier” (Tradingeconomics. com, 2019)

E

According to Nielsen, Vietnamese consumers “do care about various societal issues including social responsibility, environmental matters and gender equality.” (neilsen.com, 2018)

S

“The Vietnamese Government sees the technology sector as the linchpin of the country’s economic growth” (Austrade).

With Vietnam’s smartphone sector booming, “the number of smartphone users is expected to grow to over 42.6 million by 2022, which opens up great business potential”(domain.me , 2018). Mobile phones are crucial for targeting consumers 24/7 and for shopping.

T

It is imperative that Shrimps staff in the UK and Vietnam comply with all legal requirements. This includes employment laws, health and safety, minimum wage, discrimination, copyright, and data/customer ecommerce protection. Failure to do so could result in an expensive lawsuit.

L

With the environmental impact of the fashion industry coming increasingly under the spotlight, Shrimps should strive to be as sustainable and ethical as possible.

Weiland told S Magazine “We are continually working with factories to develop technologies for new materials to improve any impact on the environment,” (Bergman, 2018). There is an increase in environmental awareness across Vietnam.

E

ARE YOU FAUX REAL? 2.5

The overall goal for a sustainable fashion brand is to design, source and manufacture fashion that has the least detrimental impact possible on the environment. Even though Shrimps is fur free (a massive sustainable plus), faux fur is made from synthetic plastic fibres - “there is an argument that faux fur is not exactly a “green” material, due to the vast amounts of chemicals used to manufacture it, alongside its inability to biodegrade” (Gonsalves, 2015).

"Shrimps launched as and still is an animal friendly brand, so working with real fur was never an option. A faux fur coat was the first Shrimps piece I designed, it will always be a material that is at the heart of the brand.

Faux fur is luxurious and cruelty-free, and I'm so happy other big brands are adopting it.” (White, 2018)

Hannah Weiland told the Independent “I specifically decided to use faux fur for a number of reasons: my personal taste and views, price, colour and creative flexibility” (Gonsalves, 2015). Faux fur is at the heart of Shrimps’ identity; moving forward into the future, the brand should look for greener options in producing its products, eg. the ’Antonia’ beaded bag could easily be made from recycled plastic.

“Consumers, particularly Millennials and Gen Z’s, are becoming increasingly attuned to sustainability challenges, leading to changing shopping habits and expectations for better, more sustainable products and new ways of consuming fashion. This is putting an emphasis to fundamentally re-examine the entire fashion value chain, opening up for game-changing circular business models” says Jill Standish, Senior Managing Director, Accenture Retail (Accenture, 2018).

It is crucial that clothing retailers globally should address sustainability. With an increasing world population, the growing need for clothing is inevitable; however, retailers can minimise the catastrophic impact the textiles industry has on the environment by producing clothes sustainably. As Shrimps will primarily target Gen Z in Vietnam and “as sustainability continues to be top of mind for this cohort, they are turning to social and each other to rally for positive change” (WGSN, 2019).

COMPETITOR STRATEGY CANVAS GRAPH Shrimps and four competitors were measured against 10 different criteria: price, quality, popularity, social media marketing, SEO, ethics, digital presence, stores worldwide, advertising and user-experience. The graph represents the scores from each criterion and where each competitor ranked from high to low. Shrimps scored high for most of the criteria, showing the brand is a strong global competitor within the industry.

Find the graph research in Appendix B.

2.6

RETAIL CONCEPT STORE STRATEGY CANVAS GRAPH

The most popular concept stores in Vietnam were also measured against 10 different criteria. It is clear from the results that Shrimps scored highly compared to the competitors, reinforcing the proposal to launch Shrimps in Vietnam.

Find the graph research in Appendix B.

2.7

HO CHI MINH CONCEPT STORE ANALYSIS “Vietnam’s young, tech-savvy population are hungry for new experiences which looks likely to help further the expansion of concept stores. So, in order to optimise conversion rates, it’s time for fashion retailers to consider the omni-channel model—an approach that provides an integrated shopping experience to the customer—to extend their online and offline transactions” (Ng, 2018). Research from this analysis can be found in Appendix A.

2.8

men, women, kids All products made by a French/ Vietnamese team in Vietnam (Fairtrade)

• • •

L’USINE • Est: 2009 • Shop and café • Work with local

• •

artisanal suppliers Import soughtafter capsule collections Deliver a rich retail experience

L’USINE

• • •

organic items, design features and furniture Café Warm, cosy setting French inspired (French designer coowner)

GINKGO

ZUZU • Est: 2017 • Product offering:

•

SONICE • Products sourced from

SONICE

ZUZU

GINKGO • Est: 2013 • 10 stores throughout Vietnam • Product offering: accessories,

local brands Product offering: homewear, gifts and stationery One concept store in Ho Chi Minh Online magazine

2.9

growing middle class and younger population

POPULATION

VIETNAM

Main driver:

Southeast Asia Vietnam:

93 Million

Ho Chi Minh:

8.7 Million

Over time Vietnam has gone from rags to riches - an emerging market with a booming economy “with the fastestgrowing middle class in Southeast Asia”. (Retail in Vietnam | Navigating the digital retail landscape, 2019) Vietnam has a growing young demographic, making it a sought-after spot for global retailers. It is said that “70 percent of the population is under 35 years of age”(worldbank.org, 2019). Gen Z make up “11.4 million people who are highly self-aware and digital engaged”(Ng, 2018) - this demographic are gradually moulding the retail landscape. To encourage them into a concept store, the brand must ensure the physical experience is at a high level.

Factors that have driven a rapid growth within the retail sector are consistent consumer buying habits with the aid of “rising disposable income, rapid urbanisation and increased living standards” (Retail in Vietnam | Navigating the digital retail landscape, 2019).

According to the AT Keany 2017 Global Retail Development Index (GRDI) report, Vietnam ranks 6th out of 30 of “developing countries for retail investment, identifying markets that are not only attractive today, but also offer future potential” (Atkearney.com, 2017) .

With high-net-worth individuals flocking to Vietnam, the demand for luxury is flourishing there Vietnam is becoming one of the “world’s fastest emerging luxury markets with around 1.5 million Vietnamese now accessing highend retail outlets” (Ng, 2018). This is due to the entry and expansion of international brands “Examples of these are the opening of the first Takashimaya department store in 2016 and Dolce & Gabbana‘s flagship store just last November in Ho Chi Minh City.” (Mirza, 2018)

VIETNAMESE RETAIL MARKE

Below are results from Deloitte’s retail survey 2018 “for different purchasing channels for clothing, footwear and personal accessories”(Retail in Vietnam | Navigating the digital retail landscape, 2019).

“Rebecca Pearson, Deputy Director of CBRE Asia, in 2018, Vietnam ranked second in the world in terms of consumer confidence as its retail sector developed strongly. Many Vietnamese brands have reached out to the world, especially electronic products and delivery services”. (VOV, 2019)

Popular

53% 51%

Commercial centres and supermarkets

shopping malls In Vietnam

Independent stores on street

39%

Online

17%

Traditional markets

15%

160 approx

Custom made

Less Popular

“One factor driving this innovation ecosystem is a young population. With an average age of just 30, Vietnam’s citizens are tech-savvy and digitally active. High rates of internet connectivity and mobile penetration are driving e-commerce and enthusiasm for digital startups”(Austrade, 2019).

These malls “account for 22% of total nationwide retail sales”. (Ng, 2018)

“International brands account for 60% of the total fashion retail market, leaving Vietnamese fashion brands to fill the remaining 40%” (Ng, 2018).

An interview containing primary research can be found in Appendix B.

2.10

VIETNAMESE RETAIL SECTOR INFOGRAPHICS

(Deloitte, 2019) (Deloitte, 2019)

The government takes measures to control inflation and “for the year 2019, the target range is kept between 4.0% and 5.0%”(Global Data, 2019).“A hike in minimum wage of 5.3% is stipulated for 2019”(Global Data, 2019) and the average annual wage is expected to continue increasing year on year.

(Deloitte, 2019)

Ho Chi Minh City, in particular, has emerged as a particular area of focus for many retail players in Vietnam” (Deloitte, 2019).

“Vietnam is quite a unique market, with a complex distribution matrix and rapidly-changing consumer behavior mostly driven by a high level of “connection”. Winning will not necessarily depend on whether a brand is local or global; it will depend on who is faster in providing a great brand experience and meet unmet or new needs of consumers” (Vietnam Insider, 2019).

2.11

RAISE • • •

ELIMINATION

Bringing a luxury brand into an emerging market.

Already popular within the Asian market.

Introducing 1960s English heritage and recreating that into a concept store launch.

No sale items Faux-fur coats

4 PATH FRAMEWORK

2.12

REDUCE

CREATE

Shrimps specialises in cruelty-free fashion. Weiland told Nylon "We are designing for millennials who want to change the world and the future of the planet, so we have to help with this and reflect everyone's amazing efforts towards an ethical and sustainable future.”

(Igneri,2018)

During an interview with GPS Radar, Weiland said that “Accessories have become a big part of the Shrimps world, I’d like to keep expanding this category and would one day like to design shoes”. (Beach, 2018) Shoes would be a logical extension to the current product offering.

6 PATH FRAMEWORK INDUSTRY

STRATEGIC GROUPS

CHAIN OF BUYERS

Consumers often look across alternative industries whilst in the process of deciding on a purchase.

Three reasons why a consumer would trade up to a higher brand are: popularity of the product including if it is on-trend, quality of the product offering and/or a preference for luxury labels.

Shrimps has a wide target audience but primarily sits within a younger demographic.

A consumer would choose Shrimps over alternative industries as the brand is unique with a strong USP - providing quirky, bold products and holding strong ethical values.

After analysing concept stores in Vietnam within the strategy graph, it is clear that Shrimps stands out as a strong competitor compared to other industries. In addition, none of its closest uk/international competitors are currently based there.

2.13

Three reasons why a customer would trade down are: affordable price-point, fast-fashion mentality and/or a preference for high street labels.

The brand could unlock new value by adding a new product extension, eg. eyewear/shoes/perfume that would attract a wider audience. Furthermore, personalised products are extremely popular and could be an interesting addition, creating a new revenue stream.

FUTURE

EMOTIONAL APPEAL TO BUYERS

SERVICES

Within the concept store, digital touchpoints such as AR and VR features will enhance consumers shopping experience, increasing footfall and conversion.

2.14

The fur-free movement (of which Hannah Weiland is an advocate) hit fashion news globally last year, with luxury brands increasingly eliminating fur. The emotional appeal to buyers is that Shrimps’ fur-free status would resonate with any animal lover worldwide.

The designer is clean-living and wholesome, with a good reputation.

The goal: Staying true to the brand’s identity and morals, staying on top of trends and competitors, and retaining a competitive price-point and clear target audience.

Trends impacting the market: Beaded products.

Trends impacting Shrimps?

Competitors such as Topshop and Urban Outfitters are creating their own versions of beaded accessories and bags similar to those by Shrimps. These are being sold at a much lower price-point and sparked the beaded bag trend of 2018.

STP

“Today’s fashion market is evolving in a highly fragmented and complex way, compared with previous generations. Global consumer choice is expanding exponentially in nearly every area…It is vital to understand, through good marketing research, which segments are worth pursuing. Positioning a fashion product or service for each segment is a sequential process”. (Jackson and Shaw, 2009) “Vietnam is quite a unique market, with a complex distribution matrix and rapidly-changing consumer behavior mostly driven by a high level of “connection”. Winning will not necessarily depend on whether a brand is local or global; it will depend on who is faster in providing a great brand experience and meet unmet or new needs of consumers”(vneconomictimes.com, 2019).

2.15

SEGMENTATION OVERVIEW AGE

Younger consumers tend to have more disposable income, spending more on fashion than older consumers

GENDER

“Women generally spend more than twice as much per annum on clothes than men” (Jackson and Shaw, 2009)

INCOME

Consumers with higher incomes tend to spend more money on clothes

EDUCATION Indicator of potential income in the future - graduates are more likely to earn more RELIGION RACE

In Vietnam, “in 2013 more than half of the population was practising Buddhism” (itourvn,2018) Traditional dress code

NATIONALITY Vietnam “promotes strong cultural unity of the Vietnamese ” (itourvn,2018) 2.16

C I H P A R G O DEM ience of women

ud a t e g r d e ta i W ng • i 90 n r a 0 e 2 ls a n o aged i t s e s k e c f a o r r eb m ung p o o c Y n i e h m • g i o h c n a i ble a s within o p s di h g i h t a h with t r y e t t i al op n d o a s y r l e r • Ea inine - bold p ity products • Fem s quirky, qual style ife l seek y h t l ea h r , e s n a u g a e i • V d social med Avi

•

C I H P A R G O ich h w GE e l festy

li n a b et r k u c , a d r e b e m o y-bas t de c i o n i C c t e s t o a • p c di ve i n i s n d l e u p co ex s s a l ddle c ed i M • ll ry e u v x a u r l t • Wellfers shopping into purchasing s e e r r P o t s t • en m t r a t n e dep d n e ep d n r e e n t i at p onl r e h t wea l a c o • L

2.17

C I H P A R G O H to C e t a Y r e PS ionals on a modial job

ss er e g f a o r n a p am ung h o t i Y w e • m o c n i high ds n a r b on i h s a f status ry l u o x b u l m w y s • Folloendable careerems as a status • Depceive luxury it ts regularly • Per end social even xury labels • Att en purchase lu • Oft est in products • Inv -conscious • Eco

V A H BE

L A R IOU

nd a r b r ve o y t i l ua q ) e s t e a c i e c i e p r • App es (investment ure s a e ts l n am n p e r m o e f se iev a h h c c a r k u • P ard for wor s without • Rew ulse purchase m p e t i m I e n • t no a n i h a t r e t s r o m con e s a h urc p y a • M

STP

Despite the huge success of the brand, it is a problematic area that a clear consumer base cannot be identified brand targeting could become inconsistent if not tackled effectively.

Shrimps needs to scale down its demographic, focusing on a particular audience for future success, gaining a true brand identity and positioning within the fashion market.

CURRENT TARGET CONSUMER

SEGMENTATION

In a recent interview with Liberty London, Hannah Weiland said “The Shrimps girl can span a range of ages but is a creative, fashion forward customer. (Libertylondon.com, n.d.)”.

She also told Wonderland magazine back in 2014 that “Faux fur can be for every customer, even really high-end customers, and because it’s outerwear the age range is really varied – there’s everyone from 18 to 90-year-olds. My nana loves them!” (Brandes, 2014).

2.18

The young, female Vietnamese customer has been analysed alongside the stereotypical ‘Shrimps girl’.

Shrimps does not have a clear target audience. However, 70% of Vietnam’s population fits into the young age bracket, consequently shaping their retail market. “As the purchasing power of these young people continues to grow, marketers and advertisers should pay more attention to developing more effective campaigns to approach these consumers in future.” (vietnamnews.vn, 2018). Therefore, Shrimps must adopt a new strategy that fits in with Vietnam’s main demographic to ensure the marketing campaign can translate effectively and efficiently if they are to guarantee brand identity, increase awareness and extend longevity of the label. According to the Nielsen report ‘How to engage with generation Z’, it is estimated that Gen Z will total “around 15 million by 2025, representing approximately 25 per cent of the country’s workforce”(vietnamnews.vn, 2018). The size and potential growth of the Vietnamese audience is crucial to the survival of Shrimps when entering this new market.

“Revenue in the Fashion segment amounts to” over 15 trillion ₫ Vietnamese dong (Equivalent to £505m) “in 2019”

“Revenue is expected to show an annual growth rate (CAGR 2019 2023) of 13.1% results in a market volume of” 25 billion ₫ Vietnamese dong (Equivalent to £826k) “by 2023”

“The markets largest segment is Apparel with a market volume of” over 10 trillion ₫ Vietnamese Dong (Equivalent to £340m) “in 2019”

STP

TARGETING

According to statista.com…

“With the rapid development of technology and the Internet, consumers are changing in their behaviors, perceptions, and opinions. Therefore, companies should observe and tailor to the ever-changing consumer behaviors”(Liiketoiminta, 2019).

STP

POSITIONING 2.19

Shrimps fits within the luxury retail segment in Vietnam.

District 1, Ho Chi Minh is where the main shopping centres are located and accordingly where the city’s retail landscape is shaped; Shrimps will be positioned here to ensure the highest revenue is made. Additionally, the main target demographic is Gen Z, so Shrimps is also positioning itself to target Vietnam’s most valuable customer segment that regularly flocks to this location. Since Shrimps has always had a strong and unique brand identity which currently appeals to the Asian market, it can hold its own against Vietnamese competitors. It is crucial that the brand develops a marketing campaign to adapt its ideas and concepts to Vietnam’s young demographic to ensure success.

PORTERS 5 FORCES The Porters 5 Forces Model enables Shrimps to understand its market position, enabling brand strategy to be adjusted to maximise profits. Its biggest competitors are other vintage-inspired brands that carry the same aesthetic, personality and price-point, located within the same sections of prestigious department stores.

COMPETITIVE RIVALRY:HIGH There is immense rivalry within the luxury market - many of the big players have large advertising budgets along with heritage and prestige, which a young company like Shrimps would find hard to compete with. Shrimps relies on early adopters, collaborations, social media, celebrity endorsement and word of mouth advertising to increase awareness and drive sales.

BARGAINING POWER OF SUPPLIER: HIGH

“Each collection is made using fine quality materials sourced from all over the world to give an authentic and premium finish”(julesb.co.uk, 2016).

Therefore, to ensure the profitability of the business, the brand must source fabrics at the best prices.

2.20

BARGAINING POWER OF BUYERS: LOW

Since Shrimps is a luxury brand, it will always have price-power over consumers they are willing to spend more on a luxury label for quality, on-trend products.

THREAT OF NEW ENTRY: MODERATE

THREAT OF SUBSTITUTE: HIGH

Following Shrimps’ double-digit growth year on year and expansion into new markets, the brand has made a global name for itself. However, a new quirky brand could be discovered and become the next Shrimps.

With brands perpetually joining the luxury market, there is more choice for consumers than ever.

Shrimps must keep creating new, innovative products to secure their USP and placement within the industry.

3 RISK LOG

MITIGATION PLAN 3.1

Idea

Risk

Prevention Primary/secondary market research is crucial to the brand’s success. Factors to consider: audience, culture, demographic, incomes, climate, competitors and adapting to the market.

Entering a new market:

Saturation of market:

Launching a concept store:

New laws:

Two examples of British brands failing to succeed within a new market (in China) is Marks & Spencer and ASOS. The Failure to understand the problem with M&S “is they tried to sell to a middle-class consumer by creating middle-class brand new market positioning,” (www.bac-cn.com, n.d.) and with Asos: “In the West, Asos is mainly aimed at middle-class millennials…

But in China, the fashion shopping behaviours from this group are for cost-value products, which typically are under 300 yuan” (www.bac-cn.com, n.d.). Both brands made a swift exit in 2016, highlighting the need for a concise mitigation plan and the risks of bringing new concepts to a well established market.

If too many brands enter The brand has a USP and edge over its competitors in the Vietnamese market. As the market is still emerging, the Vietnam’s emerging market, brand should enter now, both to maximise profits while there are fewer competitors and to gain customer loyalty. it could become saturated

Choosing the wrong location

The brand must choose a prime location for its concept store to ensure its success.

By choosing an area where other competing luxury brands are based, all the luxury labels are under one roof for those visiting the shopping centre and wanting to splash out. Shrimps has a strong USP, so the brand has an edge over competitors.

The Vietnamese government are encouraging foreign trade, making it more favourable for international retailers to open stores due to high demand: “Decree 09/2018/ND-CP on the Law on Commerce and the Law on Foreign Trade Management Following Vietnamese laws was issued to incorporate several favourable changes for retailers establishing or expanding their businesses in areas pertaining to the trading of goods by foreign investors and enterprises” (Doing Business In Vietnam, 2018). Find infographic in Appendix C.

CONTIGENCY PLAN 3.2

Possibility

Combat

A possibility that the Vietnamese market does not Working harder to understand the market. favour Shrimps: Factors to consider: consumers’ build/body shape, cultural aspects, catering for their needs

The brand will launch an interactive, instagrammable concept store aligned with Vietnam’s young target audience’s demands, so it has the potential to become extremely popular. This will be the first stand-alone concept store, which in theory could have a higher turnover in sales compared to its sections in luxury If the brand struggles to supply the demand for department stores. As the garments are made in China, the brand must ensure it is aware of its suppliers’ limits; if its products: they cannot meet large demand, Shrimps must have an outsource supplier in place until operations are upscaled, ensuring the quality is still high. Considering Shrimps has already entered the Asian market (Hong Kong & China), this is already a familiar market, so they will already have an insight into the demand for their products.

Shrimps’ biggest competitors enter the Vietnamese market:

Uncertain economic conditions with Brexit looming will affect foreign trade:

Counterfeit items are produced rapidly after launches:

• • •

Ensuring the USP is still strong and building customer loyalty (using incentives) Understanding the market (full market analysis undertaken frequently) Keeping one step ahead of the game

The brand must look beyond Europe, so trading with the Asian market is a smart strategic idea long term

As traditional Vietnamese markets are still an extremely popular shopping destination, the brand could experience a rise in counterfeit reproductions that could harm the brand’s profits. For example, the beaded Antonia bag could be reproduced to a similar standard and sold at a much lower price-point. To combat this, ensure all products include defining features which are neither easy nor cost-efficient for any other supplier to counterfeit.

4

BRAND MIX IN-STORE

BRAND MIX PROPOSAL Below is a selection of Shrimps’ current product offering, which contains women’s coats, dresses, trousers, t-shirts, jumpers, bags and accessories.

Every season of new products will be showcased and sold within the Vietnamese concept store. As the brand ships worldwide, anything unavailable in-store can easily be ordered into the store or directly to a consumer’s door.

£750

£350

£440

£350

£550

£395

£395

£350

£395

£450

£440

£475

£595

£375

£135 4.1

£75

£395

£475

£250

£495

£595

£435

£550

£450

CONCEPT STORE INTRODUCTION Ho Chi Minh has a tropical-monsoon climate, making it either hot and dry or hot and wet all year round. As Shrimps’ main product offering is the faux fur coat, this has been eliminated as the demand for it is inevitably low. However, as faux fur is at the heart of the brand’s identity, in-season coats will still be promoted in-store and available to order interactively, where customer data can be collected. A handful of coats will be available every month to purchase directly from the store, keeping an exclusive feel to the brand. This is to cater for consumers purchasing gifts, travelling to colder climates or unable to regulate their temperature due to age or ill health, as well as for tourists visiting Vietnam. A future plan for Shrimps would be to create lightweight, waterproof products as a brand extension, suitable for this monsoon climate.

4.2

CONCEPT STORE LOCATION

Shrimps will be launching a concept store in the new Rex Arcade Shopping Centre in District 1, Ho Chi Minh.

“Rex Shopping Arcade is the convergence of the flagship brands of the world's leading fashion brands such as Bally, Burberry, Cartier, Dolce & Gabbana, Salvatore Ferragamo, Paul & Shark, Rolex, Giuseppe Zanotti and multi brand stores: Jacqueline”(dafc.com.vn, 2018).

DOLCE & GABBANA

CARTIER

BURBERRY

GIUSEPPE ZANOTTI

REX SHOPPING ARCADE

4.3

In October 2017, “IPP invested US$18 million to turn the corner of Nguyen Hue and Le Loi boulevards, part of the Rex Hotel, into a shopping strip. The Rex Hotel handed over 2,000 square metres of retail space to the IPP Group to do so, and the Rex Shopping Arcade project was born” (retailinasia.com, 2017).

To ensure its future, Shrimps must align its multi-channel strategy to meet the needs and demands of this consumer group. It was also noted in the report that brand loyalty is low “due to their curiosity and impulsiveness” (vietnamnews.vn, 2018), so the brand must work hard to retain this.

VIETNAM

The Nielsen report also states the importance of social media as a marketing tool but goes on to highlight that “90%” watch television each day, so traditional forms of marketing are equally important for connecting with this audience. “As the purchasing power of these young people continues to grow, marketers and advertisers should pay more attention to developing more effective campaigns to approach these consumers in future.” (vietnamnews.vn, 2018)

PEN PORTRAIT

TARGET CONSUMER

According to a report by Nielsen, “In Vietnam, by 2025, Gen Z will account for around 25% of the country labor work-forces, which translates into 15 million potential consumers” (neilsen.com, 2018). This consumer group has a significant impact on the market.

4.4

Ngoc Trinh, 29 Engaged Lives in Ho Chi Minh Rents a city centre apartment Fashion Model Vegan Travels extensively with her job Exciting social life, enjoys going to bars and clubs with friends Shops designer, high street labels Lives a healthy lifestyle, enjoys yoga Art collector, attends exhibition openings Large social media following

5Ss MODEL 4.5

SELL The aim of the digital strategy is to launch Shrimps successfully into Vietnam, increasing sales and profitability.

Shrimps aims to grow by: • Regularly and thoroughly researching Gen Z’s consumer habits and ensuring the strategy is aligned with their needs • Offering incentives via email to visit the concept store (eg. new season stock launch, sample sales, events) • Guest option on website for fast checkout

SPEAK Engaging with the target audience across all digital channels and offline media. Shrimps will speak to its audience through:

•

• • •

Interactive and engaging personalised weekly newsletters Social post content Online help Marketing

SERVE Customers will naturally gravitate to the brand’s social media platforms or website to seek help, so accessible information and great customer service is key. Shrimps will serve its audience by:

• •

Adding a new page dedicated to FAQ's Investing in an online support system eg. chatbots

SAVE This is about how the brand can save money, eg. by building a strong social media presence, the cost of traditional print/postal advertising can be reduced. The larger Shrimps grows its socials, the lower advertising costs can be kept.

SIZZLE Sizzle refers to how the brand builds its online presence being memorable is key. Positive online experiences can rapidly increase interactions, repeat custom and word of mouth advertising, thereby boosting sales. Shrimps has invested in better website UX since 2014 by using creative agency ‘The Digital Fairy’. Building a stronger social media presence also delivers a sizzle.

DIGITAL MARKETING STRATEGY

Launch Date: November 2019 Location: Ho Chi Minh Campaign: If the pop-up shop is successful, campaign advertising will start in September 2019 Audience: The most important part of any digital marketing strategy is understanding the target audience. As stated previously, Shrimps does not have a specific demographic, but Vietnam does (Gen Z - people born from 1995). Language tone, imagery and models were carefully chosen to reflect this age group. Shrimps will be affiliated with key celebrities/ influencers in Vietnam who represent the brand’s ethos and style.

Research: 55 people between the ages of 18 - 53 were asked about the Shrimps brand and website. This was to gain a general insight as well as anonymous opinions about the Shrimps x Vietnamese launch proposal. 76.4% of respondents indicated they agreed the launch could be a real life success and 98.2% also agreed the brand would appeal to a young consumer. Find more in Appendix E

4.6

DIGITAL MARKETING STRATEGY

MISSION To launch Shrimps, promoting the brand as a global player within the luxury fashion and accessory markets.

ONLINE The objective is to invest more in web-based advertising to target and engage consumers. This will be in the form of banners, display ads, pop-ups and geo-targeting (using a customer’s IP address to generate personalised content). A analysis of Shrimps’ website can be found in Appendix D.

“Gen Z will consume more channels than the previous generation. They may spend more time online but will not leave offline. As mentioned above, all companies need to be ready with an omni-channel strategy to capture Gen Z consumers during their omni-channel purchasing journey”(vneconomictimes.com, 2019).

KEY OBJECTIVES

-Generate awareness of the brand -Build a multi-lingual app for online shopping/ news/exclusive promotions/members account/ visual search/styling/ recommended/rewards -Chat-bot function -Personalised emails -Focus on online marketing to build consumer relationships -Build a stronger social media presence -Ensure a younger audience is engaged and connected at all times

CONCEPT STORE LAUNCH • First 50 customers will receive 10% off and a free sustainably-made limited edition tote bag • Existing loyal members to be notified by personalised email beforehand that they will receive 10% off on launch day • Customers will be encouraged to use the #shrimps hashtag • Customers can sign up to new app to receive exclusive content and promotions, encouraging customer loyalty • Recycled paper bags • E-receipts ONLY • Engaging displays, interactive AR and VR features, which customers will want to share on social media • Digital catwalk • Virtual mirror to see how items within the collection look on you. You’ll have a choice to take a photo with or without the visual styling which you can email to yourself - perfect for UGC on social media

TESTING THE MARKET Before launching in Vietnam and opening its first stand alone concept store, the brand will open a pop-up shop for 2 days in District 1 to test the market and to gain customer insights.

USP

GUERILLA MARKETING SEO

Trend-led, sustainably produced clothing at affordable prices, created by a established brand that is strongly connected with fur free movements and positive, ethical change.

SEO has been improved to boost organic click through.

Top Ad words have been researched and added into new meta titles and descriptions. By metatagging popular search terms, you rank higher in those results, generating brand awareness at no cost.

4.7

A week before the launch, advertisements will be strategically placed around hotspots in Ho Chi Minh. This will spark awareness, anticipation and attention, and could initiate word of mouth advertising.

As traditional forms of advertising are still an effective way of advertising, major magazines in Vietnam such as Harpers Bazaar, Her World, Elle and L’Officiel will promote the launch. To add - as TV is an excelled form of advertising, Shrimps will invest in an advert to create a buzz around the launch and to promote it within the country.

5

CONSUMER STORE EXPERIENCE

COMPETITOR STORE AUDIT 5.1

Alexa Chung launched her own label in 2016, currently producing 4 collections a year with stockists in over 15 countries. Her vision is “to create clothes that people want to wear. Combining Parisian chic with a New York edge, as well as the very British sense of humour, it is inspired by everything from Jane Birkin’s insouciance to David Hockney’s stripy sweater” (Alexa Chung, 2019). The brand sells womenswear and accessories starting at £59 but reaching over £1000. Alexa Chung herself was an early adopter of Shrimps since its launch, frequently being photographed in the brand’s pieces.

Contemporary brand Rixo was founded in 2015 by best friends Henrietta Rix and Orlagh McCloskey. Their vision is “to create vintage inspired one-off pieces for the modern woman to wear with confident style and effortless grace” (Rixo, 2019). Every empowering print is hand-painted in their London studio. Rixo sells women’s clothing and accessories, which start at £20 and can reach over £400. Points of parity include the brands’ vintage-inspired aesthetic and bold colour palettes.

Contemporary Italian label Vivetta, founded in 2009 by Vivetta Ponti, sells luxury women’s clothing. The brand states “Its clothing exudes light-hearted frivolity, while also embodying an air of assertive femininity. The brand finds inspiration in many sources: poetry, dolls, antiques, fifties furniture, and sixties and seventies, to name but a few” (Vivetta, 2019). Vivetta’s price-point starts at £300 and can reach over £500. Points of parity include the whole aesthetic of the brand, the price-point, and the playful yet timeless designs. In Liberty’s London department store, Vivetta is Shrimps’ closest competitor.

Ganni was founded in 2000 in Copenhagen, Denmark; the brand has 21 concept stores, as well as being represented in over 400 of the most prestigious stores around the world. The creative director says Ganni is “aiming to create a third alternative, we sought after a more playful and effortless approach to design, that represents how I want to dress and look. Without strict dogmas or rules, but with room for personality, contrasts and experimentation” (Ganni, 2019). The brand’s price-point is lower than that of Shrimps, with clothing starting at £110 and reaching over £400. In 2017, Shrimps collaborated with Ganni using Shrimps fabrics from AW17 to create a capsule shoe collection. Weiland said she “loved the idea of creating shoes combining the quirky Britishness of Shrimps with the beautiful Scandi Ganni aesthetic” (Shrimps, 2019).

VIETNAM

BRAND POSITIONING MAP

There is a limited selection of brands currently within the Vietnamese market, so the brand positioning map is contrasting compared to the uk/international positioning. As the market divergent in Vietnam, “Names like Zara, Pull&Bear, and H&M who, here in Vietnam, look to be perceived as “premium” despite being lower-end “fast fashion” brands in other countries” (Ng, 2018).

5.2

Target Market

Brand Personality

VIETNAM

COMPETITIVE ANALYSIS GRAPH

Fast fashion brands were chosen as well as other luxury competitors because they sell similar products to Shrimps eg. beaded bags. Furthermore, Topshop used to stock Shrimps within their boutique section.

Key Product Offering

Pricing

Points of Parity

Points of Difference

Locations

Men and women between 18-45 years old

Women between 18-60 years old

Men and women between 18- 60 years old

Men and women between 18-35 years old

Women between 18-55 years old

Young, edgy, ontrend mens/ womenswear

Feminine, delicate, streetinspired womenswear

Heritage brand, quality, luxury

Affordable quality, essentials, ethical

Luxury, edgy, modern

Womenswear/ accessories

Womenswear/ menswear / shoes/ accessories

Womenswear/ men/ shoes/ accessories /kids

£15 - £645

£30 - £1,900

£5 - £150

Mix of brands available on site women’s/men’s/ accessories/ home/ gifts

£2 - £745

Womenswear/ shoes/accessories

“Zara and H&M have been thriving in Vietnam. According to VIRAC, a market analysis firm, by the end of 2016, after four months of operation, Zara Vietnam had revenue of VND321 billion, or VND2.8 billion a day, and pre-tax profit of VND38 billion” (english.vietnamnet.vn, 2019).

£20 - £1,998

These clothing brands are huge competitors internationally. Their price-points range from high - low. They are all fighting to dominate and be favoured by the younger Gen Z market in Vietnam. Topshop offers similar beaded bags starting from £32 and faux fur coats from £40 but the product offering is limited compared to Shrimps.

“Before launching our designs in Vietnam, we spent time researching the country’s economic development, culture and living conditions," said a representative of Zara, who noted that the country would become one of the most important markets for the popular fashion brand from Spain (english.vov.vn, 2017)

None of these competitors in the table are high luxury brands - they are fast fashion/affordable luxury, which puts Shrimps at an advantage within the market.

Ho Chi Minh: Saigon Center

Ho Chi Minh: Vincom Center Diamond Plaza Takashimaya

Ho Chi Minh: Tan Son Nhat International Airport

Ho Chi Minh: Vincom Center

Ho Chi Minh: Takashimaya Shopping Centre

“The taste for fashion is rapidly expanding in Vietnam as young generations, especially women, aspire to a modern lifestyle. The numerous factories in Vietnam producing for large international brands also enable them to serve the Vietnamese market and provide high quality clothes, shoes and accessories at low prices”(aseanup.com, 2018).

(Source: (semrush.com, 2019)

COMPETITOR ENGAGEMENT AND SOCIAL REACH CHARTS A full social media audit can be found in Appendix B.

This bar chart illustrates engagement percentages for Shrimps and its competitors. Data was measured across Instagram, Facebook and Twitter.

5.3

This bar chart represents the overall social reach Shrimps and its competitors have across Instagram, Facebook and Twitter.

It is interesting that Shrimps has the lowest social reach yet the highest engagement total in comparison with its competitors.

PRIMARY RESEARCH

DESIGNER OF DREAMS

DIOR EXHIBITION 5.4

Despite having a higher price-point than Shrimps, Dior has still been identified as a competitor within the Vietnamese market due to the lack of other luxury players. The brand has had a flagship store within the iconic Trang Tien Plaza shopping centre since 2013. Dior’s Chief Executive told Fashion United “The world has changed over the last three or four years and the centre of gravity of the global economy is moving towards Asia. We are developing our business in this part of the world” (Fashionunited.uk, 2013) The spectacular Dior ‘Designer of Dreams’ exhibition at the V&A, which so far has had “a total of 121,566 visitors” (Dex, 2019), explores Christian Dior's beginnings, creative processes and the successful evolution of the brand under some of the world’s finest designers. Features within the exhibition have inspired the creative process in designing the concept store.

“AFTER WOMEN, FLOWERS ARE THE MOST DIVINE OF CREATIONS.” - CHRISTIAN DIOR, 1954 A similarity between Dior and Shrimps, evident walking through the exhibition, is that both brands share the influence of nature as an integral part of their identity. One of Dior’s main passions and his key inspiration was his garden, which “remains a theme to which successive designers at the House of Dior return” (Designer of Dreams, V&A, 2019).

WARESHRIMPS

British brand Warehouse launched in Vietnam in 2012 and currently has 2 stores in Ho Chi Minh, in the Vincom Centre and Crescent Mall.

In April 2019, Warehouse and Shrimps collaborated on a 40-piece capsule collection inspired by the Italian coast with everything priced under ÂŁ100. Shrimps is not a wellknown brand in Vietnam, so this collaboration is a great introduction to the market, enhancing exposure and brand awareness before its launch in November 2019. In addition, Shrimps can measure its potential popularity within the new market, collecting shopping analytics from both Warehouse stores. This data will aid the development of the marketing strategy and brand mix in-store.

INSTAGRAM - @warehouse_vietnam: 2,746 followers FACEBOOK - @warehouseVietnam: 80k likes

5.5

Most of the collection sold out online within the first week, illustrating its demand.

DOLCE & GABBANA STORE, REX SHOPPING ARCADE In early 2017, Italian luxury brand Dolce & Gabbana opened its first store in Vietnam within the Rex Arcade, Ho Chi Minh - this is where Shrimps is proposing to launch in November 2019. The store offers the latest ready-to-wear collections which include men’s and women’s shoes and accessories. The store’s launch also introduced Vietnamese shoppers to the campaign #DGclone.

“According to research firm TNS, Vietnamese incomes are at a level where over 50% of the urban population is considered to be middle class. As Vietnam begins to embrace private enterprise, its nouveaux Ruch are snapping up shoes at Gucci, handbags at Louis Vuitton and watches at Cartier, making the country a magnet for high-end luxury brands.” (growyourownbusiness.org, 2017) 5.6

CONCEPT STORE INSPIRATION 5.7

Like Shop Showroom, designed by Russia Architect Eduard Eremchuk

Bourjois Magic Mirror (2018) The mirror instantly applies make up to your face and you can email yourself the look.

Gucci Garden, Florence

Tommyland App, see now buy now strategyinstantly accessible fashion. Shop billboards.ads/in-store/ runway through image detection and save any number to favourites inapp.

Zara’s Augmented Reality App - enabling consumers to “hold up their phone to certain store windows or a sensor within the store and see models come to life on their screens – walking and even talking - wearing selected items from the Zara range, which they can then click through and buy” (Street, 2018).

5.8

CONCEPT STORE MOOD BOARD

5.9

SHRIMPLY FUN ROOM DAYTIME: Runway show played on a loop with creative videos entwined VR headsets available for customers to immerse themselves in London Fashion Week, as if they have front row seats Drinks bar serving refreshments

CONCEPT STORE LAYOUT

ENTRANCE

5.10

DJ AREA Host DJ from 12 - 2

EVENING: Host new RTW launch events

SEATING AREAS

CHANGING ROOMS Interactive mirrors ask for assistance with voice activation

LARGE INTERACTIVE MIRROR Connect with the Shrimps App to activate AR features Take photos (singular or GIF) which can be emailed to customers’ accounts or uploaded directly to social media with suggested hashtags Shrimps watermark at the bottom

LARGE INTERACTIVE MIRROR

A basic 3D layout was created to represent the space, placement and functionality of the proposed concept store.

Features not depicted within the 3D drawings: Murals with Hannah Weiland's unique drawings will fill various walls. Other features, such as specifically designed furniture and home-wear, will ensure the identity of the brand is represented throughout. With nature at the heart of the brand, a natural aesthetic will flow through the store. Sustainability will be a strong store focus - only paper bags for which there will be a charge, paperless receipts and faux fur will be promoted. The re-designed logo will appear above the till area, in the changing rooms and in the ‘Shrimply Fun’ room.

5.11

SHRIMPLY FUN ROOM ENTRANCE

OVERVIEW

CHANGING ROOM DJ AREA / LARGE INTERACTIVE MIRROR/TV

5.12

LARGE INTERACTIVE MIRROR

A visual 3D floorplan was created on floorplanner.com to illustrate the basic layout of how the Shrimps concept store could potentially look.

MARKETING OBJECTIVES & SOCIAL MEDIA STRATEGY

6

MARKETING MIX 6.1

The brand offers an eclectic range of products in its marketing mix under fashion and accessories aligned to S/S and A/W seasons (catwalk and ready to wear) aimed at a wide demographic of women. The revolutionary mind behind it (Hannah Weiland) is a London-based fashion designer who has successfully pushed Shrimps into the forefront of fashion. Despite using synthetic faux fur sourced from China, its luxury price-point starts at £75 for a beaded hair accessory and can reach £995 for a dress. However, the recent Converse x Shrimps collaboration has allowed consumers to purchase the aesthetic of the brand at a cheaper price-point, so it is more accessible.

Jumpers in the range are £40 and the traditional vegan-friendly Chuck Taylor high-top retails at £100.

Shrimps has a reach of over 200k across all its social platforms (Facebook, Instagram and Twitter). The brand’s international website is accessible in a range of languages with up to 40 convenient payment methods. The website design is quirky to fit with the brand’s aesthetic but the page loading time is slow.

Considering the price-point, the consumer might expect a more luxurious, exclusive shopping experience.

Over the past 5 years, the brand has acquired concessions in 95 stockists in 19 different countries worldwide. Despite there being fierce competition within the market, the brand’s “turnover has seen double-digit growth year on year” (Israel, 2018).

The brand boomed with the aid of Laura Bailey asking to wear a Shrimps coat at London Fashion Week and “snowballed” (Liberty London. (n.d.)) from there. This immediately attracted the attention of Natalie Massenet - within 6 months, Shrimps products were stocked in time for SS14 launch on Net-a-Porter.

Despite the season, Shrimps coats were hugely popular, a “0-60” (Morely, 2014) trend of 2014.

Shrimps has “built its profile almost entirely on social networking site Instagram.” This has been aided by its products being worn by high profile influencers including Alexa Chung, Lily Allen and Kate Moss.

The faux fur is sourced from China and is extremely good quality as well as cruelty-free. “Women of all ages and vocations rugging up in her hyper-hued, guilt-free coats. ‘I never wore real fur,’ maintains the passionate animal lover, who is also allergic to the real deal”. (Israel, 2018)

AIDA The AIDA funnel model is widely used in marketing to track consumer movement from first interaction to purchase.

Attention Interest Desire Action 6.2

ATTENTION Shrimps caused a media frenzy after being discovered at the 2013 London Fashion Week, creating a demand for quirky faux fur coats. Since then, the brand has had major international coverage, appearing in magazines such as Vogue and gaining a strong loyalty among famous, reputable celebrities. The brand’s social media presence is building, particularly on Instagram, where it advertises daily to its 210k following, uploading engaging and relevant content. This increases brand awareness and an international buzz around catwalk shows and ready-to-wear collections.

INTEREST Shrimps creates interest around its brand through innovative, whimsical and quirky product offerings, which have rapidly become global hits. Weiland told Image magazine, “Nobody else was creating these kinds of colourful pieces in good-quality faux fur.” (Kelly, 2018) - highlighting a strong and ethical USP. Despite Shrimps being a new luxury player, it is well established, being sold in 19 countries worldwide and with a loyal audience. Celebrity endorsement is crucial for obtaining brand recognition and awareness; well-known, reputable names who have promoted the brand range from young stars such as Susie Lau, Slick Woods, Alexa Chung, Dianna Agron, Pixie Geldof and Miley Cyrus through to older household names including Kate Moss, Helena Bonham-Carter and Daphne Selfe. The wide age gap between these celebrities proves the brand can be loved by anyone at any age.

Another way to spark interest from potential customers is to collaborate with well-known, popular brands. Since establishing in 2013, Shrimps has collaborated with Habitat, Converse and Ganni. In April 2019, Shrimps launched a capsule collection with Warehouse; Weiland told Vogue “Shrimps has a big student following and now they can have a piece of our world for a more affordable price.”(Newbold, 2018). By collaborating with a variety of brands with different target audiences, Shrimps is able to connect on a wider scale to consumers who could potentially adopt the brand now or at a later stage.

DESIRE This stage is when a customer may consider buying a product from the brand they have become interested in at their own pace.

Unlike other brands, such as Supreme whose products go out of stock in seconds after a drop, the buying experience at Shrimps is laid back - time is not a key factor whilst deciding on a purchase. However, when there is a popular new release which all on-trend fashionistas want to get their hands on, Shrimps persuades customers to act instantly. An offline desire would include the brand exclusively being sold in prestigious department stores, therefore guaranteeing a luxurious shopping experience, adding to the thrill of buying high-end.

ACTION This final stage of the AIDA model is the action of buying the product either online or in-store. This proves that the brand has had a positive influence from their omni-channel advertising. Once a customer has had a positive buying experience, a relationship is created with the brand, usually leading to the customer returning and the building of loyalty and trust. This will elevate word of mouth advertising, which ultimately boosts brand awareness and a competitive edge within the luxury market.

A

WARENESS

• • • • •

The post appearing on a feed Florals - on-trend Pearl belt accessory - on-brand The model Impressions - actively taking an interest in the post/ breaking it down and analysing it

D

NTEREST

'Bellatrix Blouse and Libra Trousers’

• • • • •

ESIRE

• Desire has been raised as the content has been digest and the consumer wants to known more • The D for desire represents the double tap (like) on a sponsored post • Engaging/interacting with the post (liking, commenting, sharing, saving)

6.3

I

PRODUCT POST ON INSTAGRAM

Stopping and looking at the bigger picture Reading the caption - noting the product names/tone of voice (chatty, informal) Comprehending what is going on in the post, picking out details Aspirational products Shoppable post

A

CTION

• (Instagram: Shrimps, 2019)

• •

Doing whatever the brand is telling you to act (call to action) Liking/commenting/sharing/ saving/sending to friends Click to buy: clicking on view products takes the customer to ‘in this photo’, where the product can be saved or easily purchased from the website.via the click-through link

A

WARENESS

• • •

Actively following London Fashion Week and taking an interest in the shows Attending the show Forecasting future trends

LFW LOOK INSTAGRAM LFW: Shrimps AW19 show

• • • • •

D

• • •

6.4

ESIRE

The D for desire represents the double tap (like) on a sponsored post Engaging/interacting with the post Keeping up to date with the latest shows at London Fashion Week and catwalk trends

I

NTEREST

Reading the caption - taking note of the look and the model tagged Acknowledging the theme of the show and gauging/comparing the looks, noticing finer details Judging the show overall, comparing Shrimps with other luxury brands at Fashion Week Understanding the aesthetic Loyal follower of the brand

A

CTION

(Instagram: Shrimps, 2019)

• • • •

Liking/commenting/sharing/saving/ sending to friends Aspirational catwalk post Taking inspiration from the show LFW research - journalists

The goal for Shrimps is to launch into Vietnam by November 2019. The brand has already launched into the Asian market successfully - a clear indication that it would succeed in Vietnam as there is already a demand and the brand wants to increase its market share. To ensure the success of Shrimps in Vietnam, a pop-up shop will open for a week in August 2019 within the Diamond Plaza Shopping centre to gauge how popular the brand could potentially be. The success of this will be measured by footfall, profits from a week’s trading period and new consumer interaction online.

POP-UP STORE

SMART OBJECTIVES

In order to launch Shrimps successfully, an array of SMART KPI objectives have been set using Hofacker’s 5 stages and the RACE model. These objectives will be monitored meticulously to ensure each objective is on target.

Consumers will be encouraged to use iPads to purchase sold out products and also to enter a Shrimps competition, from which customer data will be collected. To enter the competition, customers will be asked to complete a short survey about their shopping experience at the pop-up. This is key information to gain an insight into the current Vietnamese market, ascertaining demand and potential success. A full week of trading and market research will determine whether the launch of the concept store goes ahead. If the pop-up is successful, the two-month timeframe is achievable to launch the concept store in the Rex Shopping Arcade, as a full market analysis will have been completed to ensure the idea is profitable.

Within the first year of trading, Shrimps’ goal is to double its profits, taking full advantage of entering an emerging market within a stable economic climate. The brand’s other objective is to increase its social media presence, tapping into the Asian consumer base. By posting daily, the brand can maximise the number of people reached, building a stronger presence. Monitoring controls (eg. Shopify, Google Analytics) will be used to measure these goals to ensure the business is on track at all times. Future plans include opening further concept stores within the Asian market and further collaborations to increase brand awareness and exposure within the market.

6.5

Diamond Plaza Shopping Centre

#SEASHRIMPS

POP-UP STORE MOOD BOARD

Shrimps’ pop-up store will be aqua-themed .

This exclusive, immersive setting will enable Vietnamese consumers to engage with the brand, so a buzz is generated around the concept store launch. The theme was chosen as aqua is shrimp related and the recent, successful collaboration with Warehouse was inspired by the Italian coast, so it is continuing an established theme within Vietnam. Digital touch-points such as interactive mirrors and a photo booth will feature within the store to increase footfall of young consumers and encourage UGC. 6.6

HOFACKER’S 5 STAGES Stage

Explanation

Objective

Exposure

REACH

Exposure can be optimised by using more CTA and CPM rather than PPC. This is because PPC is based on a key word search whereas display ads clearly show a product, immediately sparking a customers interest. This decreases the chance of a high bounce rate and could ultimately lead to a conversion.

REACH

To increase attention, exposure and reach, Shrimps should use personalised ads and track cookies, using the data collected to influence how products are framed to consumers.

Attention

It is fundamental that a website has clear navigation. Shrimps does not have the usual accessible sitemap on its website, so customers cannot easily find what they want and face pain-points whilst browsing. In order to boost conversion, a brand must have an easy, intuitive website that optimises a customer’s journey to avoid a high bounce rate.

Comprehension and Perception

ACT

Yielding and Acceptance

CONVERT

Increasing page stickiness - ensuring there is a clear navigation bar to find products in a quick and efficient way.

ENGAGE

Save for later, wishlist, reserve products, hold items for an hour - accessible facilities that facilitate a customer’s journey.

Retention 6.7

RACE

REACH OBJECTIVES

6.8

KPIs

REF

BRAND Appeal to Vietnam’s young population (65.4% aged 0-39) and thrive within Vietnam, tapping into their retail market, worth an estimated $142 billion. According to Forbes, “Consumers Are Spending More Per Visit In-Store than Online” Double digit growth by the end of year 2

(Global Data, 2019), (Deloitte, 2019), (Petro, 2019)

Encourage UGC with interactive tech features within Shrimps’ concept store by introducing AR technology within the new Shrimps app

71% customer return rate in-store

(medium.com, 2018)

Increase the following on instagram by 6%

@shrimps (Instagram.com, 2019), (Laurence, 2018)

30% increase of consumers posting user-generated content per week in month 1

@shrimps (Instagram.com, 2019)

Shrimps currently has a following of 215k on Instagram. The brand must ensure it maintains a steady organic follower growth CONTENT PERFORMANCE

Currently, Shrimps gains an average of 100 tagged photos of user-generated content per week. The goal for Shrimps is to attract Vietnamese consumers to post organic content with the aid of interactive features within the concept store

Working with popular influencers in Vietnam with 100,000 followers minimum, across different influencer tiers to achieve higher engagement on Instagram 1.1% average engagement rate using influencers with 100,000+ followers

(The State of Influencer Marketing 2019 : Benchmark Report [+Infographic], 2019)

Using the Hofaker Model showed that exposure could be optimised by using CTA and CPM ads rather than PPC 50 CTA/CPM ads used within the first month (similarweb.com, 2019) Investing in SEO - setting a campaign budget on Google Ads to potentially reach an COMMERICIAL average of 710,020 impressions and 4,742 clicks per month. This investment will rank Budget a £35.78 daily average (£1,088 per month) on a Google Ad (Ads.google.com, 2019), MEASURES Shrimps higher in Search Engine Results Pages (SERPs) campaign budget (Irvine, 2019)

RACE

ACT OBJECTIVES

6.9

KPIs

REF

BRAND Currently on the Shrimps website there is an average of 3m 20s visit duration. To increase this, the home page should be optimised with engaging content and image carousels. According to Rosetta Consulting study, “highly-engaged customers buy 90 percent more often and spend 60 percent more per transaction” Increase the average visit duration to 4 minutes 5% decrease in bounce rate (19.57%) at the end Decrease Shrimps’ current bounce rate of 20.6% by optimising UX of month 1

CONTENT PERFORMANCE

According to the Hofacker’s model, a brand can gain more attention by using personalised banner adverts on Facebook 1.3% Facebook Ad CTR

Currently, Shrimps pays for 4 keywords which totals 39.16% of traffic from search Investing in mobile optimisation point 1: increasing the size of buttons, so it is user-friendly.

Currently, 30% of Shrimps’ revenue comes via mobile sales but this percentage has the potential to increase when the website is fully optimised for mobile users

(Claveria, 2019) (semrush.com, 2019) (semrush.com, 2019)

(Smith, 2018)

Investing in paid ads to increase traffic and sales (semrush.com, 2019) on the website, so the overall traffic percentage increases to 50%

Mobile revenue increases to 37%

(Wolfgangdigital.co m, 2019)

Investing in mobile optimisation point 2: Currently Google Page Speed Insights rates it low with a score of 28.

Higher Google Page Speed score, falling between (Developers.google.

90 - 100 com, 2019)

Increase the engagement rate average on @shrimps Instagram (currently 0.84%)

3% increase of engagement by the end of month 1 (Phlanx,2019)

COMMERICIAL MEASURES Increase Shrimps’ website traffic, using paid ads worldwide. Currently Shrimps only pays for ads (similarweb.com, in the US which amounts to 33.02% of their total traffic. Using paid ads worldwide will increase the 2019), current unique visitor total (12,100) added to the the average of clicks from the new Google Ad 16,842 unique visitors to the website in in month (semrush.com,2019) campaign (4,724) is the potential increase in unique visitors.

1

CONVERT

RACE OBJECTIVES

KPIs

6.10

REF

BRAND

Ensuring Shrimps has a strong marketing retention strategy in place to reduce cart Reduce cart abandonment rate by 10% in abandonment rate (currently 69.89% on average) month 1

(storegrowers.com, 2019)

Upload content to Shrimps’ YouTube channel (most popular social media platform in Vietnam) to increase brand awareness. The brand currently has 89 subscribers and gained 23.4k views on its first video

Hannah Weiland (YouTube, 2019)

Gain 30k views on its first Youtube video and gain

Launch an IGTV channel on Shrimps’ main Instagram account. As the brand uploads moving gif content to its feed, an average has been calculated (x5 GIF views Gain 5,173 views on the first IGTV video added together totals 28,865 / 5 = 5,173) upload

@shrimps (Instagram.com, 2019)

CONTENT PERFORMANCE According to Hofacker’s Model, page stickiness increases when a website is easy to navigate, so UX must be improved to ensure a low bounce rate is obtained On average, shrimps sends out 8 emails a month to its subscribers in order to increase customer retention.

Gain followers on the new ‘Shrimps Vietnam’ Instagram account. It is crucial that the brand hits over 10k as linking within stories will enable the brand to gain further retention through the app.

COMMERICIAL MEASURES Currently, Shrimps’ average monthly revenue in the UK is £70,364.70

9.8% page stickiness by the end of month 1

(Mixpanel, 2017)

4% of traffic to the website from email (Wolfgangdigital.com, 2019) 100k following on Instagram to enable swipe up to shop by the end of month 6 Achieve 1% of the uk average monthly revenue in the UK (£703.64)

(Loren, 2017)

RACE

ENGAGE OBJECTIVES

KPIs

6.11

REF

BRAND The Hofacker’s 5 stage model highlights the importance of including elements of retention that are more than retargeting. The objective is to introduce a time-limited reserve feature as a more A 5% increase in customer retention could potentially increase the persuasive form of retargeting to facilitate a customer’s journey. brands revenue by 25-95%

(Bernazzani, 2018)

Obtain positive reviews that spark word of mouth advertising Shrimps will start building a Vietnamese customer email database from its pop-up launch in order to engage, retarget and create a buzz around the new concept store launch. The objective is to increase the average email open rate sending out two personalised marketing emails per week

15.66% email open rate in month 1

(storegrowers.com, 2019)

CONTENT PERFORMANCE As Facebook is the second most popular social platform in Vietnam, Gain a 4% engagement conversion rate on Facebook within the first a dedicated ‘Shrimps Vietnam’ page will be created to update locals month (Wolfgangdigital.com, on new products and future events 2019) Obtaining quality backlinks from reputable sources within Vietnam Gaining an average of 1-2 quality backlinks per week

(stream-seo.com, 2019)

Launch a multilingual, user-friendly e-commerce app containing exciting interactive features to optimise and enhance a customer’s shopping experience

21% interaction within the first month

(Sefferman, 2019)

24 minute average customer dwell time

(2019 Cuebiq Footfall Attribution Benchmarks, 2019)

COMMERICIAL High standard of customer service and engaging elements in-store MEASURES to increase the number of repeat customers and brand loyalty

LAUNCH PARTY 6.12

This will be an exclusive party with the most relevant celebrities/influencers who best represent Shrimps. Guests will include Vietnamese millennial icons to gain the best coverage from the event. The party will be held in one of the best private rooftop bars in Vietnam, ‘the SOHY’ - Dior and YSL’s product launches are held here. The 5* space includes a bar, a DJ, a photo booth and has incredible views, overlooking Ho Chi Minh’s skyline perfect for promotional videos.

SELECT OVERVIEW OF VIETNAMESE INFLUENCERS INVITED TO THE EVENT

Name: Jun Vũ จูนวู Occupation: Actress Age: 23 Instagram handle: @junvu95 Followers: 1.1m

Name: Linh Dang Khanh Nguyen Occupation: Fashion model/ blogger Instagram handle: @klinhnd Followers: 337k

Name: Misoa Occupation:Actress Instagram handle: @misoa Followers: 105k

Name: Bùi Châu Occupation: Actress,/model Instagram handle: chaubui_ Followers: 1.4m

Name: Nguyễn Hoài Bảo Anh Occupation: Singer Age: 26 Instagram handle: baoanh0309 Followers: 1.5m

6.13

Name: Phí Quỳnh Anh Occupation: Youtuber Age: 22 Instagram Handle: @quynhanhshyn_ Followers: 2.1m

Timeline of the influencer 90s Traditional Celebrities

00s Rise of reality stars

2005 Bloggers/Vloggers - Youtube founded

2010 Platform shifts to Instagram

2019 Influencers are mainstream

Future AI

INSTAGRAM DATA ANALYTICS According to similarweb.com, the best performing social platform that leads to 13.09% of website traffic is Instagram. Prior to the launch in Vietnam, a new ‘Shrimps Vietnam’ Instagram account will be created as the content will differ from their original Shrimps account.

(similarweb.com, 2019)

To gain a better understanding of Shrimps’ social media performance across various platforms, the website socialblade.com was used.

It provides data for daily average likes, comments, tweets, followers and shares. As Instagram is the best performing platform, data analytics have been captured to show which posts have affected the number of followers. This data can be translated into social media strategies in the future. (socialblade.com, 2019)

(socialblade.com, 2019)

6.14

SOCIAL MEDIA SWOT

Shrimps Followers & Engagement Rate %

210k

Total Worldwide Reach 228,000

S

@shrimps

• Shrimps’ Instagram is fluid, aesthetically pleasing and has a strong brand identity • An audience is slowly building with good engagement across all channels • Consistent posts across all social platforms • Easily shoppable Instagram posts

0.84%

W

7.6k @shrimpslondon

• No influencer collaborations or known celebrities used within campaigns • No IGTV (shows, behind the scenes) - videos are currently a very popular form of marketing • No theme running through Instagram - posts could look more thought-through and considered

4.43%

6.4k @shrimpsLDN

O

• Grow a stronger social media presence • Build better relationships with customers by interacting with them • Hold competitions to create a buzz around the brand • Collaborate with influencers/paid ads • Interact with followers through comments/giveaways/IGTV • Use a reputable celebrity for a campaign

T

• Over 228k reach across all socials - weak compared to luxury competitors • No customer interaction within posts - could lose followers

4k @shrimps__

0.99% 6.15

SEO ANALYSIS

SEO definition: “the process of maximising the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.” (www.google.com)

Part of the search engine marketing plan is a full internal audit of the website. The logic and value behind this is that not only would this increase the market share in existing countries but it would also help the brand establish the content required in Vietnam.

According to WooRank, Shrimps’ internet marketing effectiveness passed with

74/100 Areas of improvement according to woorank.com feature below: AMBER SEO - Meta Description To improve, Shrimps must cut its meta description down. Currently it is 306 characters (1,781 pixels) - ideally it should be around 70 - 160 characters long (spaces included) and 600 - 940 pixels to keep it short and to the point.

Backlinks score: Fair Social Media Engagement: Sometimes shared on social networks Visitors: Traffic Estimations: Medium compared to competitors

RED Mobile - Touchscreen readiness Shrimps’ mobile website buttons have been identified as being too small for touchscreen users. “According to data from Google Analytics from June to September 2017, over 40 percent of online transactions were made on mobile devices” (Lacy, 2018), therefore a user-friendly mobile website is crucial and this fault must be rectified.

Usability: Asset Cache-ability

“The core success is, of course, developing a website and digital marketing strategy that is compelling in terms of high-quality content alongside a great user-experience.”(Damian, 2014)

6.17

SEO STRATEGY

Black Hat SEO

6.18

Duplicating content If Shrimps duplicate content on its website, Google has the right to rank the brand lower in search results or remove its site entirely. When you accuse someone of duplicated content, there are no grey areas as everything is documented online.

Keyword stuffing To gain the best ranking results on Google, Shrimps must ensure it does not stuff key terms it thinks customers are likely to Google. After checking the majority of Shrimps’ product descriptions via www.prepostseo.com, the keyword density ranged between 2% and 5% with a couple creeping towards the 7% mark. Google would interpret these percentages as normal, as the descriptive copy mentions the product 2-5 times. If the brand were to go much above this percentage, Google would know keywords were being pushed and would rank lower accordingly. The rules and techniques are in place to ensure consumers find the best match to any query.

Link farming For a long time Google ranked a website higher by how many links it had, without measuring the quality of them. This is now considered as black hat because Google now looks for quality links.

Cloaking text Cloaking text is now a black hat because Google has developed its algorithm for better human search. Before this, companies would write 5000-word product descriptions, so Google would rank them higher thinking they had provided the customer with an in-depth product description. However, Google could not read colour, so many companies would hide the majority of text within their backgrounds, being ranked on key words only.

White Hat SEO

Duplicate content Shrimps must create authentic, relevant content that would not be classed as plagiarism.

Keyword stuffing Ensuring the keyword density does not go over 2-5% for each product description eg. for every 100 words, Shrimps should appear no more than 2-5 times.

Link farming Building the Shrimps network and obtaining links from relevant industry sources eg. Vogue.

Image labelling Google does not see images, so Shrimps must label model/product photographs with a descriptive title.

This is sometimes overlooked but is very important.

Standards-compliant HTML Relevant page titles

TRAFFIC ANALYTICS

6.19 (Source: similarweb.com) (Source: (semrush.com,2019)

TRAFFIC SOURCES

TRAFFIC SHARE

(Source: (similarweb.com,2019 )

(Source: (semrush.com, 2019)

The percentage of users visiting the Shrimps website via mobile has rapidly increased over time, underlining the importance of mobile optimisation. This was identified as an area of improvement within the SEO analysis section.

TRAFFIC BY COUNTRIES

(Source: (semrush.com,2019)

It is interesting that Shrimps’ highest traffic (39.63%) comes from the United States, with a 11.21% higher traffic rate than the UK. 2.96% of traffic comes from Japan, confirming that awareness of the brand is slowly growing within the Asian market.

KEYWORD GAP

6.20

Shrimps’ UK/Vietnamese competitors’ organic keywords were compared using semrush.com

UK COMPETITORS

VIETNAMESE COMPETITORS

(All sources: (semrush.com, 2019)

DESKTOP

MOBILE

DESKTOP

MOBILE

“By viewing different circles' parts and overlaps, you will easily spot domains' common and unique keywords” (semrush.com, 2019).

Visual charts enables brands to keep a close eye on the dynamic organic competitive landscape.

KEYWORD OVERVIEW

(semrush.com, 2019)

Source: (similarweb.com, 2019)

ORGANIC • Has not paid to be at the top of search results • High conversation • Based on merit • Element of trust and relevancy

6.21

VS

PAID • Has bid for top keywords to appear at the top of search results • Low conversation • Includes paid ads showing imagery • Boosts organic SEO

Source: (Ads.google.com, 2019)

These screenshots were taken from semrush.com. The data on the left outlines the cost per click for key words and the traffic %. Results show that Shrimps currently pays for ads in the US only. When Shrimps launch into Vietnam, the brand must prioritise geo-based SEO to target its new audience.

A monthly budget has been set on Google Ads from the industry average on wordstream.com.

The campaign settings total £35.78 daily/ £1,088,00 monthly average (Ads.google.com, 2019).

DISPLAY ADVERTISING According to semrush.com, Shrimps currently only pays for text and HTML ads. After discovering that exposure can be optimised using CTA and CPM rather than PPC, a new KPI was set. Between 2nd - 16th May, Shrimps paid for 49 text and 1 HTML display ads in the US. Below is the data for two of Shrimps’ competitors in Vietnam within the same timeframe, who paid for far more ads. It is interesting that Coach and Zara invest in Image ads, indicating that Shrimps should follow suit to gain the best exposure.

Shrimps Display Advertising (Luxury) Coach Display Advertising (Affordable Luxury)

6.22

(All sources: semrush.com)

Zara Display Advertising (Fast Fashion)

BACKLINKS Shrimps’ goal is to gain more independent backlinks to their website, so consumers are automatically linking back to it. High quality backlinks are a valuable and integral part of SEO as they optimise a website; they add an element of trust from one site to another and the more links a website has, the more trustworthy Google deems it. In addition, bots crawl a website looking for quality content enabling them to rank the site higher within search results. All links can be tracked and traffic analysed to see whether the independent links are coming through, ensuring that the website is being indexed correctly. Shrimps has 10.2k backlinks in total, the data below showing further details.

6.23

(All sources: (semrush.com, 2019)

SHRIMPS’AUDIENCE

6.24 TOP AUDIENCE INTERESTS

(semrush.com, 2019)

According to semrush.com, the main interest of Shrimps’ audience is media and entertainment (78%).

Instagram falls into this category, which is Shrimps’ main platform to advertise.

AUDIENCE TARGETING AGE

(semrush.com, 2019)

It is insightful to see that the 25-34 audience group is the highest percentage (32%).

This confirms that despite the brand lacking a clear target audience, it is favoured by a younger audience. This data endorses the plan to launch into Vietnam, where the main target consumer fits in this age bracket.

ALSO VISITED WEBSITES

(simialrweb.com, 2019)

Data results taken from similarweb.com highlight that consumers who search for Shrimps also visit Instagram. This explains why Instagram is Shrimps’ best performing platform - the brand can target its main customer base via the app.

REVENUE CONCLUSION 6.25

To ensure this is a viable business proposition, a revenue average for the concept store in Vietnam was calculated.

The cost of 10 items from the brand mix were added together, multiplied by 10 and then multiplied by 1.2 (average amount of product per order), which totalled £521.22.

Shrimps has an average of 135 orders per month, so £521.22 multiplied by 135 equals £70,354.70 (average monthly revenue in the UK).

Vietnam is expected to reach 1% of the UK figure which is £703.55 per month, therefore a £8,442.56 revenue should be hit by the end of year 1.

RETENTION STRATEGY

CUSTOMER RETENTION STRATEGY

6.26

Shrimps must ensure customers are retained, so it can maximise the profitability of each one.

The brand must maintain consumer relationships and understand its target audience, updating its strategy accordingly.

This is important because the more customers retained, the higher the potential customer loyalty.

Ensuring customer service is kept to the highest standard

Personalisation within email

Build and maintain customer relationships

Use of social media

Defining and setting customer expectations

User-friendly website and mobile app

6Cs MODEL 6.27

6Cs

Customer benefits provided by online channel

• Interactive, wide-screen moving imagery Content • Linked to Instagram feed at the bottom of the homepage • User-friendly shopping page Sign up • Custimisation • Email newsletters • • •

Next day delivery International shipping Frequent emails

Cost Reduction

•

All products sold on the Shrimps website will be kept at the same price-point worldwide

Choice

•

40 different payment methods

Community

HONEYCOMB SOCIAL MEDIA MODEL RESEARCH YouTube and Facebook are the two leading social platforms in Vietnam; Shrimps should therefore upload content to its YouTube channel and create a ‘Shrimps Vietnam’ Facebook page for users to interact with. The brand’s most popular channel is currently Instagram - to appeal to the new market, Shrimps must adapt its social media to ensure success with their first concept store venture. Most of Shrimps’ Vietnamese competitors have opened a dedicated Facebook page specific to Vietnam.

Source: statstia.com, 2018

“This statistic illustrates the results of a survey about the leading active social media platforms among internet users in Vietnam in the second and the third quarter of 2018. During the survey period, it was found that 96 percent of respondents used Facebook” (statista.com, 2018) .

6.28

A YouTube channel would be a useful, successful tool, enabling Shrimps to promote new season collections and add authenticity to the brand. This could include behind the scenes of LFW, the show itself and showcasing Hannah Weiland’s country lifestyle, as she comes across as a wholesome, laid back and relatable individual in interviews. All content created will be uploaded to YouTube and also a new IGTV channel to target Instagram users.

5 years ago, a Shrimps channel was created and a promotional video of Weiland’s first ever collection uploaded - ‘Shrimps World’ starring globally renowned model, Adowa Aboah. This on-brand, wacky visual representation of Shrimps gained 24.3k views overall.

HONEYCOMB SOCIAL MEDIA MODEL Following research, Facebook, Instagram, Twitter and Youtube platforms were chosen. The Honeycomb model framework represents seven aspects of how Social Media is used.

CONVERSATIONS

SHARING

PRESENCE

RELATIONSHIPS

PRESENCE

GROUPS

RELATIONSHIPS

SHARING SHARING

REPUTATION

CONVERSATIONS

IDENTITY

CONVERSATIONS

REPUTATION

SHARING

REPUTATION

CONVERSATIONS

GROUPS REPUTATION

6.29

SHARING

CONVERSATIONS

MARKETING PLANNING 6.30

Shrimps must ensure it is constantly measuring metrics in order to understand and improve strategy. As consumers are the sole focus of business, who is visiting the store online and offline should be measured and customer repeat rate analysed. In order to do this, Shrimps should become a Shopify member, analysing customer insights in visitor transactions to further develop a clear and personalised strategy. This is essentially the backbone of retention and how Shrimps can increase customer loyalty. After a customer converts, Shrimps must ensure that they become a returning customer and, by offering incentives, entice them to return to the brand, fuelling brand loyalty.

7 CONCEPT STORE: DIGITAL TOUCH-POINTS

7.1

MPS x VIETNAM SHRIMPS x VIETNAM SHRIMPS x VIETNAM SHRIMPS x VIETNAM SHRIMPS x VIETNAM

RIMPS x VIETNAM SHRIMPS x VIETNAM SHRIMPS x VIETNAM SHRIMPS x VIETNAM SHRIMPS x VIETNA

APP

As the world has evolved into the digital age, apps have become increasingly popular, enhancing the consumer’s shopping experience. Shopping apps have enabled customers to have on-demand accessibility to engage with a specific brand, open an account, receive personalised notifications, compare prices, find stores and even scan product images. “By 2013 over 50 billion apps had been downloaded through the Apple iTunes App Store”(Harris, 2017). To ensure full visibility, an app should be created for the Apple Store (iOS) as well as Android (Google’s mobile operating system). Apps are a powerful marketing tool for any brand, providing clear shopping analytics and a varied, engaging retail experience for customers. Specialist companies develop and build apps to ensure the best mobile user-experience.

MOBILE “The Shopping category grew by 54% as consumers continue to shift their spending into ecommerce via mobile shopping apps. Users are increasingly comfortable making physical purchases on their phones with now ingrained inapp digital purchase habits” (Klotzbach, 2017).

The main purpose of the Shrimps app is to shape it into a more accessible brand worldwide, serving as the bridge between online and offline. Customers can easily be notified when RTW collections are launched and use AR within the concept store, among other functions. A well designed app that provides the consumer with a unique online shopping experience will encourage brand loyalty, online communities and consumer engagement.

Creative agency ‘The Digital Fairy’ designed and developed Shrimps’ website and “are responsible for database management, concept and content, design and distribution of the Shrimps email marketing” (The Dots, n.d.). The agency helps connect brands with youth audiences, amplifying relevance. It has captured the wacky and whimsical identity of Shrimps within the website and could transfer this plethora of knowledge into an app creation strategy to ensure all appropriate features are considered. After creating the app, The Digital Fairy would be appointed to monitor it to ensure it is achieving its purpose and that any bugs are fixed immediately, so the consumer has a seamless mobile shopping experience.

7.2

(Flurry, 2017)

Considerations

Asos’ easy to use app has become extremely successful since its launch in 2011 “with users reportedly spending 80 minutes per month in the ASOS app, the retailer has clearly got its strategy right” (Digiday, 2017). In addition, in 2018, “The eMarketer research said mobile commerce accounted for 6% of total global retail sales last year, but that is expected to double by 2021 as more and more businesses update their offering.” (Sillitoe, 2018).

7.3

APP

“According to digital intelligence firm L2’s Fashion 2017 report, mobile apps have fallen off the radar for the majority of fashion brands: 44 percent of the brands studied by L2 have removed their apps from the app store, while 29 percent hadn’t updated their apps in at least a year. Only 27 percent remained active” (Digiday, 2017) therefore if a mobile app is going to become successful, it is fundamental that it bring’s something new and exciting to the ecommerce app market. With the demand and growth of the brand worldwide, an app would be useful for consumers that regularly purchase from Shrimps, enabling the brand to target consumers with live updates and prompts 24/7. It also would promote the whimsical and fun nature of the brand with interactive features. “In an Apadmi survey, 54% of consumers cited better incentives and loyalty schemes as something they’d like from retail apps, while 38% said rewards, and 33% said customer service”(Gilliland, 2017).

APP FUNCTIONALITY

E-commerce shop with one -touch pay for a fast and simple check-out

New product idea - ‘design your own Antonia bag’. Choose colour of beads, add accessories and personalise with initials

• Notification and location enabled • Stockist locator and check the availability of any product in the closest store to customers’ location Get special in-app incentives for holiday dates (geo-targeted), encouraging consumers to make a purchase eg. free delivery

• •

• •

LFW catwalk content (promotional imagery), behind the scenes videos and photos Exclusive previews and access to the RTW collection launches Free downloadable wallpapers for mobile or tablet - drawings

by Hannah Weiland (prompts word of mouth advertising)

• •

Analyse customer journeys and shopping habits Frequently update the app if any painpoints are highlighted, facilitating customer retention

Shrimps photo booth - apply quirky frames and stickers to live photos taken in-app (could include ‘a shrimp is a shrimp’ or Antonia bag sticker). “Selfies are important in fashion marketing because of he way they encourage customer interaction and social sharing” (Harris, 2017)

Find us on (social channel links) Share products easily on social media

Links to collaborations with other brands (Warehouse, Converse, Habitat etc)

Create your own GIF (downloadable via email) with new season styles/themes and a text option for personalisation - Shrimps is renowned for its fun gifs used on the website and email marketing

Blockchain product ‘scan me’ function on all products - "Blockchains can help to trace the provenance of goods and services across that landscape in an automated AR experience - find and place fashion allowing data to be exchanged moving features within the store/ seamlessly”(Salty, 2019). bring an item of clothing to life

‘Spotted’ page

7.4

SPOTTED

PHOTO BOOTH/GIF

WALLPAPER

HOMEPAGE

APP WIREFRAMES OVERVIEW

7.5

APP CREATION

SHRIMPS New In

Shop Collections Shrimps World

SHRIMPS New In

AW18 SS18 RE18 AW17 SS17 Discover

RE17 AW16

7.6

Shop Collections Shrimps World

Lookbook SS19

SHRIMPS

Backstage

New In

Shop Collections Shrimps World

All Riviera Bags Coats

PHOTOBOOTH

Frames

GIFS

GIF CREATOR

SHRIMPS

SHRIMPS

Stickers

Save to camera roll

7.7

Share

AR

“According to Gartner Augmented reality (AR) is the real-time use of information in the form of text, graphics, audio and other virtual enhancements integrated with realworld objects. It is this “real world” element that differentiates AR from virtual reality. AR integrates and adds value to the user’s interaction with the real world, versus a simulation” (Segura, 2018).

In order to attract consumers into the concept store, Shrimps must enhance in-store experiences. As technology develops, stores are starting to act more like websites, with consumers expecting digital touch-points within physical stores. Shrimps can capitalise on the recent launch of 5G, which will give VR and AR experiences optimum performance. “Business Wire reports the AR market is expected to be worth over $60 billion by 2023” (Ashton, 2019). Incorporating AR into Shrimps’ interface increases the app sales and conversion.

SHRIMPS

In the Shrimps concept store, AR will be used within the new app. A consumer can activate this feature by scanning a bespoke QR code in-store. The main functionality is for consumers to align products to their own or others’ body shape to see if they would suit them. Another feature enables them to place virtual models wearing Shrimps products within the store. A camera function is enabled, so the user can take photos which can be shared easily. A ‘like’ feature has been included, so the consumer can save and view it later if they wish to think about a purchase. The name of the product is clearly stated as well as the in-store availability. If the item is not in stock, the consumer will be taken to the shop within the app, where the product can be ordered.

“It’s in the Experience Economy and Curated Experience where Augmented Reality and Virtual Reality will have an impact in fashion retail” (Segura, 2018).

Interactive mirror

7.8

The AR function within the app can also be linked via the share button to both of the interactive mirrors in-store. This will align the product to your exact size and body shape within the life-size mirror. This could potentially eliminate the need for a consumer to try a product on which could potentially increase sales and reduce returns. According to Holiton, AR “drives 5-10x customer engagement, 30-80% product sales lift and 200-400% ROIs on average - while creating a magical experience for customers(holition.com, 2018)”

You have selected the Riviera dress In-store availability

VR

‘SHRIMPLY FUN ROOM’ MOOD BOARD

Other brands such as Topshop, Dior, Chanel and Tommy Hilfiger are already playing within the VR space successfully.

VR headsets will be installed within the Shrimps ‘Shrimply Fun’ room - a space where consumers will have a ‘front row seat’ at Shrimps’ latest runway show, gaining a full immersive experience.

A future VR concept is ‘shopping destinations’, where consumers can visit a Shrimps store based in another country, or a virtually designed retail environment that does not physically exist, shopping via the headset.

7.9

CONCLUSION

Research revealed that within the emerging Vietnamese market, there is a demand for luxury, opening up the opportunity for Shrimps to launch a concept store as a viable business opportunity. Vietnam has had major and “rapid economic growth and development and transformed Vietnam from one of the world’s poorest nations to a lower middle-income country” (worldbank.org, 2019). This makes it an attractive location for the brand to open a bricks and mortar concept store, where there are also minimal competitors compared to the rest of the world, increasing the chance of success.

Shrimps itself has seen a double digit turnover year on year and is stocked in prestigious department stores in 19 countries worldwide. As the demand for the brand increases, a sound business decision would be to invest into a concept store to increase market share and global visibility.

To ensure the collaboration between Shrimps and Vietnam target consumer research was conducted. Shrimps does not have a clear target audience - the discovery that over two thirds of the Vietnamese population are under 35 made the demographic to be targeted obvious and the marketing strategy was tailored accordingly. Research of Gen Z within Vietnam by Nielsen stated “there is a huge opportunity for brands to attract them with exciting customer experiences, product or service offerings”. (nielsen.com, 2018). Taking this into consideration, the concept store has been designed to be immersive, with digital touchpoints such as AR and VR technology, photo booths and interactive mirrors. An app has also been created, to make browsing and purchasing easier.

Key objectives for brand, content performance and commercial measures have been developed with KPIs formed accordingly to measure the success of the launch.

Entering the Vietnamese market would be a real-life success because the brand had a strong USP and the economic outlook of Vietnam is bright - “Future growth will be boosted as the nation’s favorable demographic dynamic, productive labor force, much-improved infrastructure and stable politics encourage international inflows”(Tu Uyen, 2019) 7.10

RECOMMENDATIONS 7.11

Recommendations for the future success of Shrimps are:

• • • • • • • • • •

Seek out further opportunities to collaborate both with other brands and in other markets Find new ways in which to become more sustainable, reducing the plastic used within products Utilising its ‘Shrimps World’ blog by posting regularly Maintain a strong brand identity and USP Carry on creating innovative, on-trend products Introduce a new product extension eg. shoes to appeal to a wider audience Grow a stronger follower base on social media Ensure the brand is reaching KPI benchmarks Optimise mobile to increase conversion Gain key influencers and introduce affiliate marketing schemes

8 APPENDICES

APPENDIX A: STRATEGY CANVAS GRAPH - COMPETITOR ANALYSIS

SHRIMPS VIVETTA CARVEN

RIXO

STAUD

Calculated from Instagram, Facebook, Twitter,Youtube and Pinterest)

Stores/Stockists Worldwide

SEO

Social Media Post Rate

Shrimps

74/100

Shrimps

95

Shrimps

Post Everyday

Vivetta

45/100

Vivetta

167

Vivetta

Post Everyday

Carven

61/100

Carven

4

Carven

Never Post

Rixo

82/100

Rixo

88

Rixo

Post Everyday

Staud

Every Other Day

Staud

39/100

Staud

100+

APPENDIX A: STRATEGY CANVAS GRAPH - RETAIL CONCEPT STORE ANALYSIS

Calculated from Instagram, Facebook, Twitter,Youtube and Pinterest)

SEO Score

SHRIMPS L’USINE GINKGO

ZUZU

Stores/Stockists Number Worldwide

Social Media Post Rate

Shrimps

74/100

Shrimps

95

Shrimps

Post Everyday

L'usine

54/100

L'usine

4

L'usine

Post Everyday

Ginkgo

64/100

Ginkgo

9

Ginkgo

Private Account

Zuzu

62/100

Zuzu

1

Zuzu

Post Every Other Day

Sonice

47/100

Sonice

1

Sonice

Post Everyday

SONICE

APPENDIX B

What is it like living in Vietnam?

I personally love it in Vietnam. I live in a place called Hoi An and regularly go to the city of Da Nang. Hoi An is a beautiful town, filled with bright lanterns with lots to do. The food is amazing with many markets to buy fresh produce and traditional or counterfeit clothes.

What is it like living there?

INTERVIEW

It really depends on how you are brought up. Many young people are very poor and don’t have a lot but if they are well educated at international schools they have more opportunities. There’s a big market for young people who can speak English and they can earn a good amount of money despite it being a communist country. There’s a big night life with lots of bars.

What is it like for young people?

Interview: 06.05.19 Name: Frankie Roberts Age: 22 Current Location: Hoi An, Vietnam Social Handle: @bringmedietcoke Occupation: Volunteer at Jacks Cat Cafe - Cat rescue centre/vegan cafe

Many young people wear slogan t-shirts with English on them with denim jackets and jeans. There is a demand for knock-off designer wear and you see a lot of fake Tommy Hilfiger jackets etc. The poorer young people wear pyjama-like clothing such as colourful tracksuits. However, the vast majority of shops even in cities are owned by families, so there are not many chain shops in Hoi An (such as Topshop or Zara) as you would see in the UK.

What would you say the most popular fashion brands are in Vietnam?

Sportswear is popular in Vietnam. There is a New Balance shop in Da Nang and a few sports shops selling genuine Nike, Puma etc.

How much would you typically spend on an item of clothing? And how much would that convert to in English money?

Most people in Vietnam buy clothes from markets. The prices are VERY different depending on if you are a tourist or a native and of course if you are in a touristy area or not. For example, I bought a pikatu bag from the old town market for 100,000 dong but it should have been 70,000. To convert dong to sterling you are looking at 30,000 dong to £1. Tourists will pay more for clothes. I’ve seen a lot of private tailors (who make custom clothes from scratch) charge 650,000 a piece (maybe £22).

Is there a demand for luxury brands?

While there is a market for designer brands most people opt for knock-offs that they can buy at a local market. However, in the cities, there are many shopping malls opening up, especially within the Vincom Centres, that have designer brands such as Ralph Lauren. So to answer the question, there is a demand in the middle of cities like Hà Nội and Ho Chi Minh but not outside the main cities in urban areas.

APPENDIX B

Would you agree that Vietnam is an emerging market?

INTERVIEW

I would agree that Vietnam is a growing market with new things typically popping up all the time.

However, I would say that the majority of this market relies on tourism.

Have you heard of the luxury fashion brand Shrimps?

No.

Do you think Shrimps clothing would sell in Vietnam and if yes, why?

A huge plus is that the range is very colourful and has lots of patterns which is a huge trend in Vietnam. However, on the website the clothes seem to start at about 12 million dong - to put that into perspective, the average person earns 3-5 million a month so that’s more than 2 months’ wage. But if a shop opened up in a high-end mall it could find a market among the very upper class/wealthy expats. A con is that Vietnam is communist which makes it a lot harder to introduce an international chain business but it’s definitely possible, there are just more loopholes! But if it could overcome that, Shrimps could probably do well in luxury shopping malls!

DELOITTE 2019 INFOGRAPHIC

APPENDIX C

(Source: www2.deloitte.com, 2019)

WEBSITE ANALYSIS

APPENDIX D: HOMEPAGE ANALYSIS

Account/Wishlist - an element of customisation. The consumer can temporarily save a Wishlist if they don’t wish to create an account.

Small navigation bar and link buttons. The mobile version is not optimised, therefore the navigation buttons appear even smaller and hard to read.

PAINPOINTS Multilingual website and shipping worldwide

Shrimps World Blog

Even-though this homepage image is animated, it isn’t very engaging nor motivates a customer to look any further. A carousel would be better placed here, so the consumer can get a instant taste of their identity and an insight into their varied product offering.

No help section or FAQ page Slow loading time Sensitive search - you must tape in the exact search term No chat bot/instant customer service help

PLUS POINTS No drop down menu for collections

The home page has minimal text and offers the consumer little about the brand or what’s available. The brand has focused more on aesthetics than it being user-friendly. The links are small and are hard to read white text.

Privacy and Cookie Policy The ‘Contact’ page refers to customer care and shipping and returns information, these buttons should clearer

No indication of what social platform this handle refers too

At the end of homepage Shrimps’ Instagram is linked, showcasing their 5 latest posts which gives some insight into the brand. However, as the top of the home page is not very engaging, the consumer might not make it this far down on the page.

Social media icon links

Quality, aesthetically pleasing imagery Multilingual website

WEBSITE ANALYSIS

Shop: 76 products offerings. Product navigation bar and filter settings.

Continuous scroll function

‘New in’ and ‘Exclusive’ products highlighted

Add to wish-list function on hover - very small love heart A + button sits beside it which has no function

Styled product imagery on hover Product imagery changes on hover clear description and price w

APPENDIX D PRODUCT PAGE ANALYSIS

Products are too spaced out. It would be better to include a row of 3 larger products

SURVEY RESULTS YES

NO

MAYBE

APPENDIX E

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Wareshrimps: Instagram (2019). Warehouse Vietnam Instagram. [image] Available at: https://www.instagram.com/warehouse_vietnam/ [Accessed 25 May 2019].

Facebook (2019). Warehouse Vietnam Facebook. [image] Available at: https://www.facebook.com/WarehouseVietnam/ [Accessed 25 May 2019].

Dolce and Gabbana Store: Cpp-luxury.com. (2017). Dolce & Gabbana opens in Ho Chi Minh City its first store in Vietnam. [online] Available at: https://cpp-luxury.com/dolce-gabbana-opens-in-ho-chi-minh-city-its-first-store-in-vietnam/ [Accessed 9 May 2019].

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Marketing Mix: Israel, K. (2017). How Hannah Weiland's faux fur label Shrimps became a global hit. [online] Evening Standard. Available at: https://www.standard.co.uk/lifestyle/esmagazine/how-hannah-weilands-faux-fur-label-shrimps-became-a-global-hit-a3612051.html [Accessed 14 Apr. 2019].

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Cartner - Morely, J. (2014). Shrimps faux fur: the coats to be seen in. [online] The Guardian. Available at: https://www.theguardian.com/fashion/2014/mar/06/shrimps-faux-fur-coats-fashion [Accessed 14 Apr. 2019].

Kelly, M. (2018). This Is How You Build One Of The World's Most Exclusive Fashion Brands According To Shrimps Founder Hannah Weiland. [online] Image. Available at: https://www.image.ie/fashion/shrimps-founder-hannah-weiland-talks-exclusively-toimage-108096 [Accessed 14 Apr. 2019].

Israel, K. (2017). How Hannah Weiland's faux fur label Shrimps became a global hit. [online] Evening Standard. Available at: https://www.standard.co.uk/lifestyle/esmagazine/how-hannah-weilands-faux-fur-label-shrimps-became-a-global-hit-a3612051.html [Accessed 14 Apr. 2019].

AIDA MODEL: Kelly, M. (2018). This Is How You Build One Of The World's Most Exclusive Fashion Brands According To Shrimps Founder Hannah Weiland. [online] Image. Available at: https://www.image.ie/fashion/shrimps-founder-hannah-weiland-talks-exclusively-toimage-108096 [Accessed 14 Apr. 2019].

Newbold, A. (2019). The Shrimps X Warehouse Collaboration Sings Of Italian Summers. [online] Vogue. Available at: https://www.vogue.co.uk/gallery/shrimps-warehouse [Accessed 14 Apr. 2019].

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Social Media SWOT: Instagram. (2019). Shrimps Instagram. [online] Available at: https://www.instagram.com/shrimps/ [Accessed 9 May 2019].

Facebook. (2019). Shrimps Facebook. [online] Available at: https://www.facebook.com/shrimpslondon/ [Accessed 9 May 2019].

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1.0.35i39j0i20i263j0l8.11530.12361..13107...0.0..0.69.440.7......0....1..gws-wiz.......0i71j0i67j0i131i67.U342HMYaee8#dobs=search%20engine%20optimization [Accessed 30 Apr. 2019].

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SEO strategy: prepostseo.com. (2019). SEO score checker-Shrimps. [online] Available at: https://www.prepostseo.com/website-seo-score-checker [Accessed 9 May 2019].

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Keyword Overview: https://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks ads.google.com. (2019). Google Ad Campaign. [online] Available at: https://ads.google.com [Accessed 26 May 2019].

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App Creation:Page 1 Harris, C. (2017). The Fundamentals of Digital Fashion Marketing. Bloomsbury Publishing, 2017, p.152.

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App Creation:Page 2 Gilliland, N. (2017). Are retail brands ditching mobile apps? A look at some stats & case studies – Econsultancy. [online] Econsultancy. Available at: https://econsultancy.com/are-retail-brands-ditching-mobile-apps-a-look-at-some-stats-case-studies/ [Accessed 10 May 2019].

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App Functionality: Harris, C. (2017). The Fundamentals of Digital Fashion Marketing. Bloomsbury Publishing, 2017, p.146.

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AR: Ashton, D. (2019). The crazy AR technology Verizon’s 5G lab is working on. [online] Nypost.com. Available at: https://nypost.com/2019/04/18/the-crazy-ar-technology-verizons-5g-lab-is-working-on/ [Accessed 21 May 2019].

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Ganni (2019). Shrimps Logo: GANNI X SHRIMPS|LIMITED CAPSULE COLLECTION. [image] Available at: https://www.ganni.com/en-gb/ganni-shrimps.html [Accessed 14 Apr. 2019]. Shrimps x Vietnam: Shrimps x Vietnam: Style File - Jean Shrimpton. (2012). [image] Available at: https://www.vogue.co.uk/gallery/jean-shrimpton-style-file#N1VGZ5erzdY [Accessed 17 May 2019].

CONLON, S. (2017). What Happened At... LFW. [image] Available at: https://www.vogue.co.uk/gallery/what-is-happening-at-london-fashion-week#JWoxMEkAAXk [Accessed 17 May 2019].

Harpers Bazaar UK, August 2012 - British Heritage. (2012). [image] Available at: https://www.pinterest.co.uk/pin/480618591475304341/ [Accessed 19 May 2019].

Helena Bonham Carter with the mini Red Antonia Bag â?¤ đ&#x;Œš đ&#x;Ľ€ . (2019). [image] Available at: https://www.instagram.com/p/BxZfXh5JiEI/ [Accessed 19 May 2019].

Alexa Just Convinced Me to Wear a Biker Jacket and Skinny Jeans Again. (n.d.). [image] Available at: https://www.pinterest.co.uk/pin/278238083213856601/ [Accessed 19 May 2019].

Bitexco Financial Tower. (n.d.). [image] Available at: https://www.expatolife.com/things-to-do-in-ho-chi-minh-vietnam/ [Accessed 19 May 2019].

Hats off to Hoi An. (2018). [image] Available at: https://www.theguardian.com/travel/gallery/2018/feb/28/cafe-culture-colours-caves-instagram-journey-vietnam-hanoi-hoi-an-ho-chi-minh-city?page=with:img-4 [Accessed 19 May 2019].

Vietnamese Clothes. (n.d.). [image] Available at: https://www.pinterest.co.uk/pin/571394271470947662/ [Accessed 19 May 2019].

Style Queens of 1960s Saigon. (n.d.). [image] Available at: https://www.pinterest.co.uk/pin/305048574745673101/ [Accessed 19 May 2019].

App Creation Page 1: Home page, Collections. Shop Shrimps (n.d.). Shrimps Home Page. [image] Available at: https://shrimps.com/ [Accessed 19 May 2019].

Shrimps Shop. (n.d.). [image] Available at: https://shrimps.com/collections/shop [Accessed 19 May 2019].

Shrimps Lookbook. (n.d.). [image] Available at: https://shrimps.com/pages/lookbook [Accessed 19 May 2019].

App Creation Page 2: Photobooth/GIF creator Shrimps (n.d.). SHRIMPS FLOWER MAP. [image] Available at: https://shrimps.com/blogs/blog/shrimps-flower-map [Accessed 19 May 2019].

Shrimps (n.d.). HAVE YOURSELF A SHRIMPS STYLE WEDDING. [image] Available at: https://shrimps.com/blogs/blog/have-yourself-a-shrimps-style-wedding [Accessed 19 May 2019].

Shrimps (n.d.). Shrimps Home Page. [image] Available at: https://shrimps.com/ [Accessed 19 May 2019].

Design, V. (n.d.). Switch Camera. [image] Available at: https://thenounproject.com/term/switch-camera/78816/ [Accessed 21 May 2019].

Condiff, A. (n.d.). Lightning Bolt. [image] Available at: https://thenounproject.com/term/lightning-bolt/381299/ [Accessed 21 May 2019].

AR: Design, V. (n.d.). Switch Camera. [image] Available at: https://thenounproject.com/term/switch-camera/78816/ [Accessed 21 May 2019].

Condiff, A. (n.d.). Lightning Bolt. [image] Available at: https://thenounproject.com/term/lightning-bolt/381299/ [Accessed 21 May 2019]. shrimps.com (2019). Riviera dress. [image] Available at: https://shrimps.com/collections/dresses/products/riviera-dress [Accessed 30 May 2019].

Shrimps' Concept Store Floor Plan. (2019). [image] Available at: https://floorplanner.com [Accessed 30 May 2019].

VR:

Independent (2016). VIRTUAL DIAMONDS AND DIOR EYES: COULD AUGMENTED REALITY BE ABOUT TO REVOLUTIONISE FASHION RETAIL?. [image] Available at: https://www.independent.co.uk/life-style/fashion/augmented-realityvirtual-reality-fashion-retail-a7425076.html [Accessed 25 May 2019]. huffingtonpost.ca (2016). 4 Reasons Why Fashion Brands Are Adopting Virtual Reality. [image] Available at: https://www.huffingtonpost.ca/awane-jones/virtual-reality-fashion_b_10069340.html? guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAADicVwbKORBClTn9Fp85TSvZHHOZ93X0qBTaoD7lg_qeTjhs70kf2h2eqJkHIaOi4tIFAksWGdMgtd56pflP0fdPFWE6SaTMuIjBdYcz0IP5erjZ0ZbaNhkHMdqRYk2Z9YzKRImzIJuJWxPjxAZTLM7OcvNFuGbt6_Fka9W1zax [Accessed 25 May 2019].huffingtonpost.ca (2016). High fashion is finally embracing virtual reality. [image] Available at: https:// www.wired.co.uk/article/virtual-runway-high-fashion [Accessed 25 May 2019]. briteliteimmersive.com (2015). The Future of Shopping is Shaping Up. [image] Available at: http://www.briteliteimmersive.com/blog/future-shopping-shaping/ [Accessed 25 May 2019]. theyoungeclectic.com (2019). Athena Goes to Prom in Shrimps Fall 2019. [image] Available at: https://theyoungeclectic.com/2019/03/15/athena-goes-to-prom-in-shrimps-fall-2019/ [Accessed 25 May 2019]. theyoungeclectic.com (2019). Pink Faux Fur Bean Bag. [image] Available at: https://theyoungeclectic.com/2019/03/15/athena-goes-to-prom-in-shrimps-fall-2019/ [Accessed 25 May 2019]. habitat.co.uk (2019). Habitat x Shrimps. [image] Available at: https://www.habitat.co.uk/shrimps [Accessed 25 May 2019]. samsung.com (n.d.). Large TV. [image] Available at: https://www.samsung.com/uk/the-wall/ [Accessed 25 May 2019].

Appendix C: Deloitte 2019 Infographics Retail in Vietnam | Navigating the digital retail landscape. (2019). [image] Deloitte, p.Page 10. Available at: https://www2.deloitte.com/content/dam/Deloitte/vn/Documents/consumer-business/vn-cb-vietnam-consumer-retail-2019.pdf [Accessed 14 Apr. 2019].

Appendix D: Homepage Analysis: Shrimps Homepage Screenshot. (2019). [image] Available at: https://shrimps.com/ [Accessed 25 May 2019].

Product Page Analysis: Shrimps Product Page Screenshot. (2019). [image] Available at: https://shrimps.com/collections/shop [Accessed 25 May 2019].