Lydia oyeniran individual portfolio international expansion strategic report

I NDI VI DUALP OR T F OL I O I n t er n at i on alEx pan s i onSt r at egi cR epor t [ 4400]

L y di aOy en i r an 9732299 BScF as h i onMar k et i n g MAT S34530 St r at egi cMar k et i n g P r et t yL i t t l eT h i n g I n t er n at i on alEx pan s i onR epor t

CO N TEN TS

EXECUTIVE SUM M ARY 1.INTRODUCTION 1.

1AboutPr et t y L i t t l eT hi ng 1.

2St ak ehol derAnal y si s 1.

2.

1ConsumerAnal y si s 1.

2.

2Compet i t orAnal y si s 1.

3KeyHi g hl i g ht s

2.INTERNAL ANALYSIS 2.

1Resour c es,Capabi l i t i esandCor eCompet enc i es 2.

2Val ueChai nAnal y si s 2.

3PL TbyNumber s

3.M ARKET OF ENTRY:THE M IDDLE EAST 3.

1Ex t er nalAnal y si s:PEST EL 3.

2T heMi ddl eEast er nF ashi onI ndust r y 3.

3St r at eg i cDi r ec t i on 3.

3.

1T OWSAnal y si s 3.

3.

2St r at eg i cChoi c e

4.BARRIERS TO ENTRY 5.IM PLEM ENTATION 5.

1Di st r i but i ont hr oug hNamshi 5.

2Pr omot i ont hr oug hI n uenc erSponsor shi ps 5.

3ModestCl ot hi ngSel ec t i on 5.

4Val uePr i c i ng

6.JUSTIFICATION 7.REFERENCES 8.APPENDICES

E X E C U T I V E S U MMA R Y

EXECU TIV E SU M M ARY

Thi sr epor tex pl or eshow Pr e t t yLi t t l e Thi ng can capi t al i s eon i t scur r ent s ucces sby ex pandi ng i nt o emer gi ng mar ke t s ,s peci fical l y wi t hi nt he Mi ddl eEas t .I tcons i der sa mi xofs t andar di s ed and adapt ed s t r at egi c el ement st o de v el op an i nt er nat i onalmar ke t i ng mi xt hats eaml es s l y bl endsPL T’ sbr and i dent i t ywi t ht hemoder n Mi ddl eEas t er n‘ Fut ur i s t ’ cons umer .

Ent r yi sachi e v ed t hr ough par t ner s hi p wi t hal ocale-commer ce f as t f as hi onpl at f or m cal l edNams hi ,enabl i ngPL Tt oconnectwi t ht hey oung, moder n Mi ddl eEas t er n cons umer .Soci almedi a mar ke t i ng r emai nsa cor ecompe t encef ort hebr and and t her ef or epl aysa ke yr ol ei nt he pr omot i onoft hi sne wv ent ur e.Locali nf l uencer sal s opl ayani mpor t ant r ol e,uni t i ng Wes t er n and Mi ddl e Eas t er n cul t ur es wi t ht hei rgl obal appealands t r ongf ol l owi ngs .Modes tf as hi onpr es ent sane w hor i z onf or t hebr and,ex pl or i ng v ar i ousl e v el sofcons er v at i v edr es s i ng whi l s ts t i l l mai nt ai ni ngt hebol dcol our sands t yl i ngt hatar es i gnat ur eas pect sof PL T pr oduct s .Ther e ar e oppor t uni t i es t o appealt o Mi ddl e Eas t er n cus t omer saswel laspr ov i di ngcont entt oeducat eot hercons umer son how t os t yl e PL T pr oduct s modes t l y. Pr i ci ng r emai ns cons i s t ent l y affor dabl e,mai nt ai ni ngPL T’ scur r entbr andpos i t i oni ngandcat er i ngt o t hel oweri ncomecons umer si nt her egi on.

Aswi t hanymar ke tde v el opments t r at egy,t her ear er i s ksas s oci at edwi t h ent r yi ncl udi ng:owner s hi p and i mpor tr es t r i ct i ons ,cul t ur aldi ffer ences andl anguagebar r i er s .Thes t r at egi cs ugges t i onswi t hi nt hi sr epor t ,ai di n l ower i ngpot ent i albar r i er sbyut i l i s i ngke ypar t ner s hi pst ouni t et het wo r egi ons .Localknowl edge i sus ed t o bui l d connect i onst ot he Mi ddl e Eas t er n cons umer , pr ov i di ng a s ol i d bas i sf or ex pans i on whi l e mai nt ai ni ngwhatmakesPr e t t yLi t t l e Thi nguni queasabr and.

2

I N T R O D U C T I O N

IN TRO D U CTIO N

1 .

1A b o u t P r e t t y L i t t l e T h i n g Pr e t t yLi t t l e Thi ng ( PL T)wasfir s tl aunchedi n2012byUmar H i s t o r y :

andAdam Kamani ;f or war d-t hi nki ngbr ot her swi t hdeepconnect i ons t ot hef as tf as hi oni ndus t r y( t hei rf at heri sco-f ounderofonl i ner e t ai l gi ant Boohoo. com) . PL T i sa f as t -f as hi on e-t ai l er bas ed i n Manches t er ,s er v i ng t he y oung,bol d,f as hi on-cons ci ous f emal e cons umer .PL Ts el l spr oduct si ns pi r ed bycel ebr i t i es ,cat wal kt r ends and i nf l uencer s of t he moment , offer i ng acces s i bl e, affor dabl e at i onsofpopul ar ,cur r ents t yl es( Pr e t t yLi t t l e Thi ng,2018) .Wi t h adapt 200+empl oy eescur r ent l y( 21Thr eeCl ot hi ngCompany,2017) ,PL Thas ex per i enced s i gni ficantgr owt hi nt he UK mar ke ts i nce i t sor i gi nal i ncept i onasanacces s or i es -onl ybr and.

Upon i t sacqui s i t i on by Boohoo i n 2017,a compl ement ar y br and whi ch hasal r eady s een s ucces s f ull aunchesi n Aus t r al as i a,Nor t h Amer i ca,Eur opeandt heMi ddl eEas t ,PL Tnow hasacces st or el e v ant di s t r i but i on and cus t omer s er v i ce knowl edge, gui dance and connect i onst hatwi l ls t r engt hent hebr andandens ur ei t sowngl obal s ucces s( 21Thr eeCl ot hi ngCompany,2017) . “ Makee v er ygi r lf eell i keacel ebr i t y”( Boohoo Mi s s i o nS t a t e me n t :

Gr oup,2018)

V i s i o n :Theirvision isto be “a youthfultrend leaderin online

women’ sf as hi on,offer i ngawi der angeofpr oduct satgr eatpr i ces , s uppor t ed byan engagi ng s oci almedi a pr es ence”( Boohoo Gr oup, 2017) .Thi spr es ence,whi chcons i s t sof3.

7mi l l i onI ns t agr am f ol l ower s ( I ns t agr am,2018) ,277, 000 T wi t t erf ol l ower s( T wi t t er ,2018)and 1.

2 mi l l i on ‘ l i kes ’on F acebook ( Fac ebook ,2018) ,i s cent r alt o PL T’ s s t r at egyandt ar ge tcus t omer .

4

O b j e c t i v e s( 2 1 T h r e eC l o t h i n gC o mp a n yL t d , 2 0 1 7 ) : Devel opi ngt heUK bas e I ncr eas i ngi nt er nat i onals al es Devel opi ngpr oductr angest ooermor ecat egor i es Bei ngas oci almedi a-l edf as hi ons i t e Havi ngf ul l yacces s i bl edomes t i candi nt er nat i onals i t es

PL T cont i nues t o pur s ue i t s UK cus t omer s ,ai mi ng f or gr eat er mar ke t pene t r at i on t hr ough cont i nuous i nv es t ment i nt o mar ke t i ng and r ange de v el opment .I tai mst or emai nas oci almedi a-l eds i t e,f ocus i ngoni nnov at i v e wayst or eachandengagewi t hcons umer st hr oughi t scont ents t r at egy.The br andcont i nuest oex pandi t spr oductr angesandhass eenhi ghgr owt hr at es wi t ht he i nt r oduct i on ofi t spl us -s i z e,s hape,pe t i t e,s wi mwearand deni m col l ect i ons( 21Thr eeCl ot hi ngCompany,2017) .I .

T .de v el opmenti nv es t ment s ar e bei ng made t o ens ur et he webs i t ei sav ai l abl e bot h domes t i cal l yand i nt er nat i onal l y, 24/ 7, 365 days a y ear . Upon wi t nes s i ng pr omi s i ng i nt er nat i onalr es ul t si nt heU. S. ,Aus t r al i aandI r el and,PL Tcont i nuest opur s ue i ncr eas ed r e v enuegr owt h ov er s eas .Thi sobj ect i v ewi l lbet hef ocusoft hi s r epor t , wi t h i nt er nat i onal ex pans i on oppor t uni t i es cons i der ed and s ugges t i onsmade f orappr opr i at e mar ke tent r ys t r at egi esf ort he Mi ddl e Eas t er n( MENA)mar ke t .

5

IN TRO D U CTIO N

1 .

2S t a k e h o l d e r A n a l y s i s 1 .

2 .

1C o n s u me r A n a l y s i s UmarKamanides cr i best hePL T cus t omeras“ y oung and f r es h” ,1624 y ear sol d wi t har el at i v el yl ow di s pos abl ei ncome( Dr aper s ,2015) .Thi s cl as s i fiesPL T’ st ar ge tmar ke tasGener at i onZ cons umer s ,di gi t alnat i v es whoar es e tt obecomet hel ar ges tgener at i onby2020wi t habuyi ngpower ofupt o£100bi l l i on( F or bes ,2018) .T eenV ogue( 2017)hi ghl i ght st hatt hes e cons umer sr el at et of as hi on di ffer ent l yf r om pas tgener at i ons .The yl i v e and dr es sf ors har eabl es oci almedi a moment s ,whi ch s er v esPL T wel l , s uppor t i ngt hei rs oci almedi as t r at egy.Addi t i onal l yt he yv al ueunfil t er ed, aut hent i candi ns pi r at i onalcont entandadoptne wt r endsatar api dpace.

Ni el s en( 2017)not est hatGener at i onZcons umer sr es onat ewi t hcel ebr i t y endor s ement smor et hanpr e v i ousgener at i onsandar e59% mor el i kel yt o engage wi t h br andst hr ough s oci almedi a.Thi spl acesPL Ti n a gr eat pos i t i on t or each t hei rt ar ge tcus t omer ,ut i l i s i ng t hei rconnect i onswi t h i nf l uent i alfigur es ,t oel e v at et hebr and’ spr ofil e.

The PL T cus t omeri shi ghl yi nf l uenced by cel ebr i t ys t yl e and popul ar cul t ur e. Thes e cons umer s s eek ent er t ai nment 24/ 7 and t he democr at i s at i onofcel ebr i t yands oci almedi as er v est hi sneed( Mar t i na andV aci r ca,2017) .Thi sneeddr i v esPL T ,s el l i ngt hecel ebr i t yl i f es t yl ef or l es s ,t o audi enceswho v i e wf ame( and t her ef or et hecl ot hi ng wor n by f amousfigur es )asas pi r at i onal .Cel ebr i t i eshav egl obalappeal ,maki ng t hem ani ncr eas i ngl yi mpor t antv ehi cl ef orpr omot i on;enabl i ngbr andst o ex t endt hei rr eacht oi nt er nat i onalcus t omer st hr oughendor s ement sand s pons or s hi pdeal s .

6

1 .

2 .

2C o mp e t i t o r A n a l y s i s Anal ys i soft hebr andswi t hi nPL T’ scor es t r at egi cgr oupwi l lal l ow f oragr eat er under s t andi ngofwhatcanbeachi e v ed,s t r at egi esy e tt obecons i der ed,wher e gapsex i s ti nt hemar ke tandwhatPL T’ scompe t i t i v eadv ant agei s .

B o o h o o

F ounded by Mahmud Kamani , Boohooi sai medatay ounger ,mor e v al ue-or i ent ed cons umer t han i t s s i s t er company Pr e t t yLi t t l e Thi ng.

The yofferov er27, 000s t yl es ,s er v i ng r egul arfit ,pe t i t e,t al land pl us -s i z e women’ s mar ke t s( Boohoo Gr oup, 2017) . Addi t i onal l y, Boohoo has di v er s i fied i nt o r el at ed appar el mar ke t s i ncl udi ng mens wear ( boohooMAN) , mat er ni t y and chi l dr ens wear ( boohooKI DS) . Wi t h appr ox i mat el y 5.

2 mi l l i on act i v e cus t omer s( Boohoo Gr oup,2017) ,a omi nents oci almedi apr es enceand pr i nt er nat i onal webs i t es f or Aus t r al as i a,Nor t h Amer i ca,Eur ope andt heMi ddl eEas t ,( Boohoo,2017) , t he yhav eav as tgl obalr each.

7

St r engt hs Gr eats oci almedi apr es ence Affor dabl e,i ncl us i v epr oductr anges Succes s f uli nt er nat i onalmar ke tent r y Di v er s i ficat i oni nt one w appar el mar ke t s

Weaknes s es Qual i t yi s s ues Nophys i cals t or epr es ence Weakerpr es enceonY ou T ube Soci almedi ai nundat edwi t hor der quer i es

IN TRO D U CTIO N

Mi s s g u i d e d

Mi s s gui ded i s a womens wear e-t ai l ercat er i ngt o1624y earol ds , f ounded by Ni t i n Pas s ii n 2009.

The y offer affor dabl e, t r end-f ocus ed ‘ r api df as hi on’wi t h 1000 ne ws t yl e dr opse v er y week ( Mi s s gui ded, 2018) . Thei r cor e andi ng mes s age i s ‘ f emal e br empower ment ’wi t hani maget hat i s “ bol d, s t r ai ght t al ki ng and f or war d t hi nki ng” ( Mi s s gui ded, 2018) .The yhav er ecei v ed not abl e pos i t i v ePRduet ot hei rcampai gns f eat ur i ng unr e t ouchedmodel sand v i r al has ht ags s uch as #KEEPONBEI NGY OU and #MAKEY OURMARK, encour agi ng t hei rcons umer st o embr ace t hei r ‘ f l aws ’ . Mi s s gui ded has r ecent l y par t ner ed wi t ht he Dubai -bas ed Az adea Gr oup t o s uppor tt hei r calex pans i oni nt ot heMi ddl e phys i Eas t( Dr aper s ,2018) .

St r engt hs Wel lcommuni cat edbr andv al ues Regul ar l yupdat edpr oductr anges Cons i s t entbr andmes s aget hr oughout s t or es

Weaknes s es Sl ow cus t omers er v i ce Qual i t yands i zi ngi s s ues Hi ghv i s i bi l i t yofnegat i v ecus t omer f eedback

8

1 .

3S t r a t e g i c&F i n a n c i a l H i g h l i g h t s 2 0 1 2 2 0 1 8

F i g u r e1|S t r a t e g i c&F i n a n c i a l H i g h l i g h t s Fi gur e1hi ghl i ght st hefinanci algr owt h,achi e v ement sand s t r at egi cact i v i t i es t hathav edefinedPL Tov ert hepas ts i xy ear ss i ncei t sl aunch.A pi v ot aly earf or PL Twas2016wher et he ybr okei nt ot heU. S.mar ke twi t hahi ghpr ofil el aunch co-s i gned by A-l i s t er s and ambas s ador s wi t h hi gh i nf l uence and appeal i ncl udi ngOl i v i aCul poandSofiaRi chi e.Thi sr es our ceofi nf l uent i all i nksenabl ed t he br and t o col l abor at e wi t ht he ol des toft he Kar das hi an s i s t er s ,Kour t ne y Kar das hi an,s omeonewhonotonl yhasgl obalappealbutal s odonat ess t r ongl y wi t ht het ar ge tcons umer .Thi scr eat edahugebuzzandant i ci pat i onwi t ht he announcementon PL T’ sI ns t agr am accountr ecei v i ng 63.

4t hous and ‘ l i kes ’ ( I ns t agr am,2018)and s aw t he Boohoo Gr oup’ sr e v enuesdoubl e asa r es ul t ( T el egr aph,2018) .

9

C o mp e t i t i v eA d v a n t a g e

PL T’ smai ns our ce ofcompe t i t i v e adv ant age comesf r om di ffer ent i at i on i n offer i ng‘ s uper i orcus t omerr es pons i v enes s ’( Hi l l& J ones ,2004) .The yachi e v e t hi st hr ough a s t r ong under s t andi ng ofwho t hei rcus t omeri s ,whatt hei r i nt er es t sar eandhow t he yi nt er actwi t ht hebr and,par t i cul ar l yonl i ne.PL Thav e har nes s eds oci almedi at oeffect i v el yt ar ge tt hei rcons umeri nwayst hatadd v al ue t ot he cus t omerex per i ence,wi t houtt he r equi r ementf orhi gh cos t adv er t i s i ng.

I N T E R N A L A N A L Y S I S

IN TERN AL AN ALYSIS

2 .

1R e s o u r c e s ,C a p a b i l i t i e sa n d C o r eC o mp e t e n c i e s

Speedt o mar ke ti sake ycapabi l i t yf ort hebr and,al l owi ng t hem t o del i v eron-t r end pr oduct st ot hei rcus t omer s atr api dr at es .Wi t h headquar t er sbas ed i nt he UK,pr oduct sar e des i gned and s our ced domes t i cal l y and di s t r i but ed f r om UK war ehous es( Boohoo Gr oup, 2018)enabl i ngf orf as tr es pons est ochangesi ncons umerdemandand ne wt r ends .The yut i l i s ef act or i est hatar eabl et oex per t l yhandl es hor t l ead t i mes and hav e de v el oped good r el at i ons hi ps wi t h del i v er y compani ess uch asDoddl eandCol l ectPl us ,enabl i ng t hem t o offer nex t day del i v er y and cl i ck-and-col l ect opt i ons , pr ov i di ng v al ue t hr oughconv eni encef orcus t omer s( Dr aper s ,2016) .

PL Thav eke yconnect i onswi t hi nf l uencer sandcel ebr i t i eswhoendor s e t hebr andt hr oughwor dofmout hands pons or edpos t sonI ns t agr am, a pl at f or m whi ch hasex per i enced a r api di ncr eas ei n adopt i on by br ands and i ndi v i dual si n r ecent y ear s( Cas al o, Fl av i an and I banez-Sanchez, 2017) . Thi s has di r ect l y f uel ed t he s t r at egi c par t ner s hi ps and t act i cs us ed i n pr e v i ous y ear st or ecr ui t br and ambas s ador swho embodyt he cus t omer ’ si nt er es t sand as pi r at i ons .

Thi shasr es ul t ed i n endor s ement swhi ch hav eboos t ed PL T’ sgr owt h andpr ofit ss i gni ficant l y.PL T’ sU. S.l aunchwasahuges ucces sduet o t hi ss t r at egy,wi t hadr es swor nbycel ebr i t yi nf l uencerKyl i eJ ennerat t hei rU. S.l aunchpar t y,s el l i ngouti n24hour s( El l e,2016) .

Whi l et hes er es our cesandcapabi l i t i espr ov i des i gni ficantv al ue,t hei r cor ecompe t encer emai nst hei rus eofs oci almedi a mar ke t i ng.PL T’ s br andi ng and i mage i scl ear l y communi cat ed t hr ough t hei rs oci al medi af eedswhi chf eat ur ev i v i dpr oducti mager y,i nf l uencer‘ r epos t s ’ , cel ebr i t yne ws ,r el at abl equot esand‘ memes ’ .Acombi nat i onofcr eat ed ands our cedcont enti sus edt o ent er t ai nandengaget hecons umer , pr ov i di nganex per i encewhi chaddsv al uebys er v i ngt hehedoni cneeds oft heaudi ence( Cas al oe tal . ,2017) .

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2 .

2V a l u eC h a i nA n a l y s i s

ys our ces ,des i gnsanddi s t r i but esf r om aUK I n b o u n dL o g i s t i c s :PLT currentl

war ehous e,cl os et ot heheadquar t er s( 21Thr eeCl ot hi ngCompany,2017) .Thi s al l owsf oreďŹƒci entcommuni cat i onandf as tr es pons est ochangesi ncons umer demand,ens ur i ngPL Ti squi ckandagi l eandr emai nsont hepul s eoft hel at es t s t yl esandt r ends .

O p e r a t i o n s : PLT

cur r ent l y oper at es v i a i t s domes t i c UK webs i t e, Pr e t t yLi t t l e Thi ng. com aswel lasi nt er nat i onaldomai nsf orI r el and,Eur ope, Aus t r al i a,Ne w Zeal and,USA,Canada and Fr ance.Thei rFr ench webs i t e oper at esi n Fr ench cr eat i ng be t t eracces s i bi l i t yf orPL T’ sFr ench cus t omer s . ( Pr e t t yLi t t l e Thi ng,2018) .

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IN TERN AL AN ALYSIS

PL Thaspar t ner s hi pswi t hs e v er alcour i er si ncl udi ng O u t b o u n dL o g i s t i c s :

Doddl e,Her mesandCol l ectPl uswhi ch enabl et hem t o offera wi de r angeofdel i v er yandCl i ck& Col l ectopt i onsi ncl udi ngnex tday,e v eni ng andnomi nat eddaydel i v er y.Addi t i onal l y,f r eer e t ur nsar eoffer edt oUK cus t omer s ,r educi ngt heas s oci at edr i s kofor der i ngonl i ne;encour agi ng cons umer st oor derhi gherquant i t i es ,mor ef r equent l y( Pr e t t yLi t t l e Thi ng, 2018) .V al uei saddedbypr ov i di ngf l ex i bi l i t yf orcons umer swhoar eabl e ecei v eandr e t ur npar cel squi ckl yandconv eni ent l y. t or smar ke t i ng act i v i t i esoccuronl i nev i at hei r Ma r k e t i n ga n dS a l e s :PLT’

s oci almedi a pl at f or ms ,di gi t almedi a and t hei rwebs i t e.The y al s o conductmar ke t i ngact i v i t i esoffl i nev i aTV adv er t i s i ngandbi l l boar dsi n popul arur banl ocat i ons( 21Thr eeCl ot hi ngCompany,2017) .PL T’ ss oci al medi apr es encef uel smaj or i t yoft hei rengagementwi t h4.

3M I ns t agr am f ol l ower s( I ns t agr am,2018) ,331K T wi t t erf ol l ower s( T wi t t er ,2018)and 1.

2M F acebook page ‘ l i kes ’( F acebook,2018) .Thei rcont entoffer i ng i ncl udes pr oductpr omot i on as wel las up-t o-dat e comment ar y on cur r ent cel ebr i t y ne ws and pop cul t ur e,enhanci ng t he cus t omer ex per i encet hr oughf unandi mageasal e v erf oraddedut i l i t y( Ki m and Maubor gne,2000) . cat edcus t omers er v i ceaccount sonmaj or i t yof S e r v i c e :PLTrunsdedi

t hei rs oci almedi apl at f or ms ;

@pr e t t yl i t t l e t hi ngcs( I ns t agr am) @Offici al PL T _ CS( T wi t t er ) Thi senabl est hem t o offerqui ckand effici entr es pons est o cus t omer quer i es ,ens ur i ng cus t omer s ge tt he bes tpos s i bl e ex per i ence when i nt er act i ngwi t ht hebr and.Howe v er ,al t hought hes epagesex i s t ,us age r at escoul dbei mpr ov edbyi ncr eas edpr omot i ont ocr eat eawar enes sof t hepagesanddi v er tquer i esandcompl ai nt sofft hemai ns oci almedi a pages .

14

2 .

3P L TB yN u mb e r s

R E V E N U E £ 1 4 6 .

4 M

N U MB E R O FO R D E R S 2 .

6 M

G R O WT H + 2 3 2 %

C O N V E R S I O N R A T ET O S A L E S 3 .

7 %

A C T I V E C U S T O ME R S 1 .

3 M

A V E R A G E O R D E R V A L U E £ 3 4 .

3 6

MA R K E T E N T R Y

M ARK ET EN TRY

3 .

1E x t e r n a l A n a l y s i s : P E S T E L

The Mi ddl e Eas t & Nor t h Af r i can ( MENA) mar ke t has de v el oped t r emendous l yi nr ecenty ear swi t hgr owt hpr edi ct edt oi ncr eas eby3% t hi s y ear( Wor l dBank,2018) .Howe v ergeopol i t i cali ns t abi l i t ycont i nuest ocaus e t ens i on be t ween count r i es ,par t i cul ar l ywi t hi nt heoi ls ect or .Thi smeans condi t i onsmaynotbeopt i malf orphys i calmar ke tent r y.Pr e t t yLi t t l e Thi ng woul dbes af ert oi nv es ti nonl i nemar ke tent r yme t hods fir s tast hes ewi l l i ncurl owercos t sandl owerr i s ki fpol i t i calunr es twer et oes cal at e.I ni t i at i v es s uch ast heUAE Ex po 2020,wi t haf ocuson ‘ oppor t uni t y,mobi l i t yand s us t ai nabi l i t y’ar eai mi ngt ocombatt her egi on’ sr el i anceont heoi ls ect or andpr omot et hegr owt hofot heri ndus t r i es( Ex po2020DubaiUAE,2018) .

The s t r at egi c par t ner s hi p oft he BFC and AFC i ns t i l l s hope f or t he de v el opmentofeducat i onali ni t i at i v esf orf as hi onaswel laspr ov i di ngt he oppor t uni t yt ocr eat ene w ent r ypoi nt sf ori nt er nat i onalbr andsl aunchi ngi n t heMi ddl eEas t er nmar ke t( Dr aper s ,2018) .

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Di gi t aladopt i on cont i nues t oi ncr eas e ex ponent i al l y wi t h Bahr ai n, Qat ar & UAE ex per i enci ng 100% s mar t phone pene t r at i onandov er70% s oci almedi aadopt i on( McKi ns e y& Company, 2016) .I ti si mpor t ant howe v er t o not et hat i mbal ancesdoex i s twi t hi nt her egi onwi t hr egar dst oi ncome, di gi t aladopt i on and adv er t i s i ng & medi ar es t r i ct i onswher e ar eass uchasDubai( UAE)maybecons i der edmor el i ber ali n compar i s on t o nat i onss uch asSaudiAr abi a.Des pi t et hes e gener aldi ffer ences ,t her ei sa power f ulemer gi ng cons umer gr oup,definedi nas t udybyOgi l vyNoor( 2010)ast he‘ Mus l i m Fut ur i s t s ’ .The yaged1535andar et ech-s avvy,wor l dl y,br and l oy al ,educat edand s oci al l ycons ci ous .Thes econs umer sar e act i v el ys eeki ng outbr andst o cat ert ot hem;t he ywoul d be i dealf orPL T .

Thes ef act or spr ov i des i gni ficantgr oundsf ori nt er es tr egar di ng pot ent i alex pans i oni nt ot her egi onasdi gi t aladopt i onr at es ,a gr owi ng economy and emer gi ng y oung cons umer wi t h s i gni ficantpur chas i ngpoweri ndi cat et her egi oni sr eadyf ora br ands uchasPr e t t yLi t t l e Thi ngt ol auncht her e.SeeAppendi x Af orf ul lPESTELt abl e.

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M ARK ET EN TRY

3 .

2T h eME N AF a s h i o nI n d u s t r y TheMENA f as hi oni ndus t r yi sal s oex per i enci ngs i gni ficantgr owt hwi t h t heAr abF as hi onCounci lhos t i ngi t sfir s tAr abF as hi onWeeki nRi y adh i n Apr i l2018( V ogueAr abi a,2018) .Thedi gi t al -fir s tl aunch ofCondé Nas tI nt er nat i onal ’ sV ogueAr abi ar ef l ect st hemoder ni s ednat ur eoft he f as hi on mar ke ti nt he Mi ddl e Eas t ,i ndi cat i ng t hati ti sr eady f ora di gi t al l ys avvybr ands uchasPL T .Mul t i -br ande-r e t ai ls i t esar eont he r i s ei nt her egi on wi t h UK br andspar t ner i ng wi t ht hel i kesofNoon, Amaz on-ownedSouqandDubai -bas edNams hi ,t or eacht heMi ddl e Eas t ’ sy oung cons umer s( Dr aper s ,2017) .Nams hii n par t i cul ari sof i nt er es t ,cat er i ng s peci fical l yt ot hef as tf as hi on mar ke tand s t ocki ng br ands s uch as T ops hop,F or e v er 21,Ne w Look and PL T’ s mai n compe t i t or ,Mi s s gui ded.As as i t et hati sal r eadyes t abl i s hedwi t hi nt he Mi ddl eEas t ,a par t ner s hi p woul d enabl ePL Tt ot es tt hemar ke tand de t er mi net het ypeofdemandt he ywoul dr ecei v ei ft he ywer et ol aunch al ocal i s ed,Ar abi cs i t e.Addi t i onal l y,Nams hioffer s cheap del i v er y opt i ons whi ch ar e cons i s t ent wi t h PL T’ s domes t i cv al ue offer i ng.

Nams hi ’ sManagi ng Di r ect orHos am Ar abs t at est hat1824y earol ds ar et hei rl ar ges tcus t omer s egmentand t hatt he y ar e demandi ng cel ebr i t yendor s edandi ns pi r edl ooks( Dr aper s ,2017)maki ng t hem a gr eatfitf orPL T .

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3 .

3S t r a t e g i cD i r e c t i o n 3 .

3 .

1T O WSA n a l y s i s T OWS anal ys i s was car r i ed out ,t o de t er mi ne s ui t abl e,accept abl e and f eas i bl emar ke tent r ys t r at egi est ot akef or war d( f ul lanal ys i scanbef oundi n Appendi xB. )TheT OWS modeldemons t r at eshow PL T’ ss t r engt hscan be ut i l i s edt ocapi t al i s eonoppor t uni t i esandmi ni mi s et hei mpactoft hr eat si n t heMi ddl eEas t .I tal s oes t abl i s heshow s omeofPL T’ sweaknes s escanbe di mi ni s hed t hr ough t he oppor t uni t i es pr ov i ded.Addi t i onal l ys ugges t i ons hav ebeenmader egar di nghow t oens ur et hes eweaknes s esi ncombi nat i on wi t h i dent i fied t hr eat s , do not cr eat es i gni ficant di s r upt i on t o PL T’ s endeav our s .Thi smodeli spar t i cul ar l yeffect i v easi tcombi nesi nt er naland ex t er nalf act or sbutgoesas t epf ur t heri nde t er mi ni nghow t hes ef act or scan be us ed i n combi nat i on t o de t er mi ne a s t r at egi c di r ect i on t hatfit st he capabi l i t i es ,r es our cesandcor ecompe t enci esoft hebr and.

3 .

3 .

2S t r a t e g i cD i r e c t i o n Thi si nt er nat i onalex pans i ons t r at egywi l lt ar ge tont hey oung1824y earol d f emal ef as t -f as hi oncons umer ,s eeki ngv al uebutal s oqual i t yaspr oduct swi l l notonl ybecompe t i ngwi t hot herf as t -f as hi onbr andsbutwi t hapopul at i on ofhi gheri ncomecons umer swhowi l ls t i l ls ear chf orqual i t ywhens hoppi ng.

The Mi ddl e Eas t er n PL T cus t omeri sa ‘ Mus l i m Fut ur i s t ’( al t hough t hi s s t r at egywi l lnotcat ert oMus l i m cons umer sonl y) ,s hei sdi gi t al l ys avvyand hasagoodknowl edgeofl ocalandgl obali nf l uencer s .Shei sas pi r at i onal andhi ghl yi nt er es t edi ncel ebr i t ys t yl eandcul t ur e.

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M ARK ET EN TRY

The f ol l owi ng s t r at egi c obj ect i v es wi l lhel p PL Tt or each t hes e cons umer si nt hemos teffect i v eandi mpact f ulway:

1.Di s t r i but i onvi aNams hi ,al ocalmul t i -br ands i t et hat cat er st o1824yearol df as t -f as hi on,val uecons umer s , offer i ng cheap del i ver y opt i ons and a var i et y of cel ebr i t yi ns pi r eds t yl es .

2.Pr omot i ont hr oughi nf l uencermar ket i ng,s i mi l art o PL T’ scur r ents t r at egy,ut i l i s i ng l ocali nf l uencer sand cel ebr i t i esaswel lasgl obali nf l uencer swhohavehi gh popul ar i t yi nt heMi ddl eEas t .

3.The pr oduct ss ol d on Nams hiwi l lbe car ef ul l y s el ect edf r om PL T’ scur r entpr oductoffer i ng,ens ur i ng t hey ar e cul t ur al l y appr opr i at e,di s r egar di ng s t yl es t hatar eover t l yr eveal i ngorl oweri nqual i t y.

4.The pr i ci ng s t r at egy wi l lr emai n affor dabl e,i n cons i s t encywi t hPL T’ swi dermi s s i on

Thi ss t r at egi c di r ect i on combi nesal las pect soft he i nt er nat i onal mar ke t i ng mi x and wi l l ens ur e t he s ucces s f ul l aunch of Pr e t t yLi t t l e Thi ngi nt ot heMi ddl eEas t er nmar ke twhi l emi ni mi s i ngt he s i gni ficantr i s kst hatar i s ef r om i nt er nat i onalex pans i on.I tut i l i s esa combi nat i on ofadapt at i on and s t andar di s at i on t act i cs ,ens ur i ng f act or ss uchaspr i cel e v el ,pr omot i onandt her ef or ebr andi dent i t yar e cons i s t ent gl obal l y whi l e maki ng t he neces s ar y adj us t ment st o pr oduct sanddi s t r i but i ont omax i mi s er eachwi t hi nt her egi on.

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B A R R I E R ST O E N T R Y

BARRIERS TO EN TRY

Cus t omscl ear ancei nt heMENAr egi on I mp o r t &C u s t o msP r o c e d u r e s :

can bet i mecons umi ng,i n compar i s on t o ot herr egi onswi t h bor der compl i ancet aki ngonav er age1 12.

3hour scompar edt oEur opet aki ng onl y25.

9hour s( Doi ngBus i nes s ,2018) .Thi scoul dpr ov et obeani s s ue f orPL T asi tai mst o be hi ghl yr es pons i v e,wi t hr egul ar l y updat ed pr oductr anges .Ke yt r ends may notr each cons umer s as f as tas i nt ended,l eadi ngt oapot ent i all os sofpr ofit abi l i t y.

Di ffer encesi nhow bot hbr andsoper at emaypr ov e C u l t u r a l d i f f e r e n c e s : di fficul tt o nav i gat e wi t hi nt he bus i nes spar t ner s hi p.Thi smay al s o meant hatPL T’ sbol d,i ndi v i dualanddar i ngbr andi dent i t ymaynotbe r ecei v edi nt hei nt endedway.

Asagener alr ul e,whenoper at i ngi nt heUAE, O w n e r s h i pR e g u l a t i o n s :

anat i v es pons ormus tmai nt ai natl eas t51% owner s hi poft hef or ei gn v ent ur e( Depar t mentf orI nt er nat i onalT r ade,2018)

t hough Engl i s hi sv er y commonl y us ed i n L a n g u a g eB a r r i e r s : Al

bus i nes swi t hi nt he r egi on,document at i on wi l lof t en be r equi r ed i n Ar abi c,meani ng l ocalt r ans l at or swi l lber equi r ed i n or dert o make ex por t i ng and pr oces s i ng pr ocedur esr un s moot hl y( Depar t mentf or I nt er nat i onalT r ade,2018)

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I MP L E ME N T A T I O N

IM PLEM EN TATIO N

5 .

1D i s t r i b u t i o nT h r o u g hN a ms h i Wh oi sN a ms h i ?

Nams hi i s a Dubai -bas ed, f as t -f as hi on mul t i -br and s i t e cat er i ng pr edomi nant l yt o 1824 y ear ol ds who v al ue affor dabl e, cel ebr i t y i nf l uenced f as hi on pr oduct s( Dr aper s ,2017) .The yoffera moder n and uni queappr oacht oonl i nes hoppi ngf orMi ddl eEas t er ncons umer s ,wi t h ake yf ocusont r end-l edpr oduct sr at hert hanoff-s eas ondi s counts al es .

The ycons i dert hei rf ocusondi gi t ali nnov at i onandan“ ur banaes t he t i c” t obeake ydi ffer ent i at orf ort hem i nt heMi ddl eEas te-commer cemar ke t , s ome mt hi ng whi ch manyUK br andshav eal r eadycaughtont o( Nams hi , 2018) .The yhav epar t ner edwi t hhi ghs t r ee tbr andss uchasT ops hop,Ne w Lookand onl i necompe t i t orMi s s gui ded( Nams hi ,2018)maki ngt hem a gr eatent r ypar t nerf orPL T .

Wh yp a r t n e r o n l i n e ?

Bus i nes sofF as hi ons t at ei nt hei rannualSt at eofF as hi onRepor t( 2018) , t hatcol l abor at i ngwi t honl i nepl at f or msi sbecomi nges s ent i al ,par t i cul ar l y f orcr eat i ngs ucces s f ulomni channeloffer i ngsci t i ngt hei rwi debr eadt hof pr oduct sandconv eni enceaske yr eas onsf orus age( Bus i nes sofF as hi on, 2018) .Thi scons umers hi f tmeanst hatas t r at egi cpar t ner s hi poft hi snat ur e coul dpr ov es ubs t ant i al l ypr ofit abl ef orPL T .Thi ss t r at egywi l lenabl ePL Tt o t es tt hemar ke tandes t abl i s hbes ts el l er sbef or el aunchi ngal ocal i s edPL T webs i t ei nAr abi c,whi chwoul dbet henex ts t epf ol l owi ngt hi si ni t i all aunch.

Thi spar t ner s hi pwi l lpr ov i dePL Twi t hacces st oes s ent i all ocalknowl edge andpr ov i del i nkswi t hke yl ocalpl ay er si nt hei ndus t r y.Nams hicat er st ot he s amemar ke tasPL Tmeani ngt he ywi l lbeabl et os har er el e v antcons umer i nf or mat i ont oens ur ebot hpar t i esbenefitf r om t hepar t ner s hi p.

Oneas pectt hatwi l lneed t o becons i der ed i spr oductpr es ent at i on and s t yl i ng on t he s i t e,ens ur i ng t hi si s cons i s t entwi t ht he br and i mage s t andar dst hatPL Tmai nt ai nsacr os st hei rot herbr andi ngmes s ages .

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IM PLEM EN TATIO N

5 .

2P r o mo t i o n : I nu e n c e r S p o n s o r s h i p s I nf l uencermar ke t i ngi sani mpor t ant as pect of t he PL T pr omot i onal s t r at egy and wi l lt her ef or e pl ay a s i gni ficantr ol ei n bui l di ng up l ocal awar enes s of t he br and i n t he Mi ddl eEas t . ss uch asI r aqi -Amer i can I nf l uencer beaut y mogul Huda Kat t an ( I G: @hudabeaut y) ,hav ebot hl ocaland gl obal appeal , cr eat i ng es s ent i al l i nks be t ween t he Wes t and t he Mi ddl eEas t .

Lebanes es oci almedi ai nf l uencerMay aAhmad( I G:@t hemay aahmad)i s anot herke yper s on ofi nt er es t :an up-and-comi ng f as hi on andbeaut y v l oggerwi t h1.

1mi l l i onI ns t agr am f ol l ower sandov er500,000s ubs cr i ber s onY out ube.Shepr e v i ous l ys t ar r edi nas er i escal l ed‘ MyF abul ousM. E. ’ wi t hU. S.r eal i t yTV ne t wor kE!Ent er t ai nment ,f ol l owi ngt hel i v esoft he Mi ddl eEas t ’ st ops oci almedi ai nf l uencer s .I tai r edex cl us i v el yonOSN,a br oadcas ts at el l i t epr ov i derf ort heMENA r egi on.PL Tal r eadyhass e v er al s pons or s hi pdeal swi t hs howsonE!i ncl udi ngWAGsLA,Re v engeBody wi t hKhl oeKar das hi anandLi f eofKyl i e( Dr aper s ,2018) .Thi smakesMay a a hi ghl ys ui t abl e ambas s adorf ort hi sent r ys t r at egy ass he notonl y r epr es ent st het ar ge tmar ke ti nt heMi ddl eEas t ,butal s o mat chesPL T br andv al ues ,i mageandpor t r ay alofcel ebr i t yl i f es t yl eandf as hi on.

Bui l di ngi nf l uencerr el at i ons hi pswi l lpr ov i deoppor t uni t i est ocr eat er i ch cont enti ncl udi ngbl oggeri mages ,s hoppi nghaul sandf eat ur esonhow t o s t yl ePL Tpr oduct sf ormodes tdr es s i ng.Thi swi l ladds i gni ficantv al uet o t hecus t omerex per i encet hr oughent er t ai nmentandeducat i onaswel las cr eat i ngaut hent i cl i nkswhi chcr eat egoodPRandpos i t i v eper cept i ons .

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IM PLEM EN TATIO N

R e p r e s e n t a t i o nMa t t e r s Res ear chi nt oe t hni cs el f -awar enes sbyF or ehandandDes hpande( 2001) , r e v eal edt hatt ar ge tcons umer sr es pondmor ef av our abl yt oadv er t i s i ng whi ch f eat ur esambas s ador soft hes amecul t ur al / e t hni cgr oup.T ayl or andCos t el l o( 2017)s uppor t edt hi sands ugges t edt hati twast hes oci al r es pons i bi l i t yofbr andst or epr es entmi nor i t ygr oupsi npar t i cul arand t hatt hi smadeadsmor eeffect i v e.Thi smakest hechoi ceofambas s ador f orent r yi nt ot hi sne wmar ke thi ghl ys i gni ficanti nde t er mi nehowwel lPL T ecei v ed by Mi ddl e Eas t er n cons umer s . Wi t h gener at i ons wi l l be r becomi ng i ncr eas i ngl ydi v er s e( TheNi el s en Company,2017) ,t he yar e demandi ngequalandcul t ur al l yappr opr i at er epr es ent at i onwi t hi nmedi a andf as hi on.Gener at i onZi npar t i cul ar ,ex pectr epr es ent at i onsi nmedi a t oaccur at el yr ef l ectt hei rownl i v es ,maki ngt hi sani mpor t antf act orf or ent r yi nt oamar ke twi t hadi s t i nct i v el ydi ffer entcul t ur et oPL T’ sdomes t i c mar ke t .

VogueAr abi apr e v i ous l yf acedbackl as hf ori t sus e ofa Wes t er n modelGi giHadi d,wear i ng a hi j ab des pi t e not bei ng Mus l i m, on i t s fir s t cov er .

Al l egat i ons of cul t ur al appr opr i at i on wer e hi ghl i ght ed as wel las di s appoi nt mentwi t ht he medi a company f ormi s s i ng t he oppor t uni t yt o f eat ur e a Mi ddl e Eas t er n/ Ar ab model( The Ne w Y or kTi mes ,2017) Cont r ov er s yl i ket hi scoul dcr eat enegat i v ePR f or t he br and as cons umer s become i ncr eas i ngl y s ens i t i v et o cul t ur al l yi ns ens i t i v e pr oduct s and adv er t i s i ng.By us i ng a l ocali nf l uencers uch as May aAhmad,t hi sr i s kcanbemi ni mi s edandwi l l gener at e pos i t i v e PR l ocal l y as wel l as demons t r at i ngamor ecar ef ul l ycons i der edi deaof whati tmeanst o be a moder n Mi ddl e-Eas t er n woman.

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IM PLEM EN TATIO N

5 .

3Mo d e s t C l o t h i n gR a n g e Theappr oacht opr oductf ort heMi ddl e-Eas t er nmar ke ti si mpor t ant duet ot hes t r i ctdr es scodesmai nt ai nedbymaj or i t yoft hecount r i es i nt her egi on;hi ghl yi nf l uencedbyr el i gi ousandcul t ur ali deal s .Thi s s t r at egy wi l lr equi r e mai nt ai ni ng PL T’ ss i gnat ur el ookswhi l e al s o bei ng r es pect f ulofcul t ur ei n or dert o max i mi s et her each oft he ent r ycampai gn.TheUK F or ei gnOfficeoffer si ns i ght f uli nf or mat i on ondr es scodesandcus t omsi nmanyMi ddl eEas t er ncount r i esand gener al l yadv i s est hef ol l owi ng:

Cl ot hess houl dcovert het opsofar msandl egs Under wears houl dnotbevi s i bl e Ski r t ss houl dr eacht hekneeorbel ow Swi mwears houl donl ybewor n att our i s tbeachesor s wi mmi ngpool s

Thes e gui del i nes pr ov i de a s ol i d bas i sf r om whi ch t o s el ect appr opr i at epr oduct sf ort her anget hatar econs i s t entwi t h PL T’ s cur r entpr oductoffer i ng whi l es t i l ladher i ng t o modes tdr es s i ng cus t oms .Pr oduct ss houl dbel oos efit t i ng,l ong s l ee v edandfitf or l ay er i ng,cat er i ng t o di ffer entl e v el sofaccept ed modes tdr es s i ng wi t hi nt her egi on.

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IM PLEM EN TATIO N

Mo d e s t Mo v e me n t Modes tf as hi oni sont her i s enotonl yi nt heMi ddl eEas tbutgl obal l ywi t h Londonhos t i ngi t ss econdModes tF as hi onWeekt hi sy ear( Br i t i s hV ogue, 2018) .Thi sne wmov ementi st ackl i ngcl i chĂŠsar oundwhati tmeanst odr es s modes t l ybycel ebr at i ng moder n modes tf as hi on des i gner s ,model sand i nf l uencer s .

Mus l i m cons umers pendi ngonappar eli sex pect edt or each$368bi l l i onby 2021( Bus i nes sofF as hi on,2018) .Hi j abimodelHal i maAden,hi ghl i ght si n ani nt er v i e w wi t hBus i nes sofF as hi onVOI CESt hatmodes tf as hi oni snot onl yf orMus l i m womenandi ns t eadr epr es ent sanal t er nat i v echoi cef or woment odr es si namannert hatmakest hem mos tcomf or t abl e( Bus i nes s ofF as hi on,2017) .Thegl obalnat ur eoft hi smov ementmeanst hataf ocus onmodes tf as hi onwi l lnotonl ypr ov es ucces s f uli nt heMi ddl eEas tbutwi l l s t i l lhav ewor l dwi deappeal .Thi spr es ent sahugeoppor t uni t yf orPL Tt o pr oďŹ tby demons t r at i ng a deeperunder s t andi ng ofwho t he modes t cons umeri s .

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IM PLEM EN TATIO N

5 .

4V a l u eP r i c i n g Pr e t t yLi t t l e Thi ngi spos i t i onedasanaffor dabl ef as tf as hi onbr andand wi l lmai nt ai nt hi spos i t i oni ngi nt heMi ddl eEas ti nor dert oens ur ea cons i s t entbr andmes s agegl obal l y.Themar ke tf orv al uepr i cedf as t f as hi onhashugepot ent i alf ors ucces si nt her egi on,s ome t hi ngwhi ch e-commer cepl at f or mss uchasNams hi ar ecur r ent l ypr ofit i ngf r om.By s t andar di s i ng t hepr i ci ng s t r at egyPL T wi l lr emai n compe t i t i v ewhen pos i t i onedagai ns tot herbr andsont hes i t ewho ar eoffer i ngs i mi l ar pr i ces .

As t he pr oduct offer i ng wi l l be s el ect ed f r om ex i s t i ng r anges , addi t i onalpr oduct i on cos t swi l lbe l i mi t ed ast he s t r at egy wi l lnot r equi r ene w pr oduct st obede v el oped,as i def r om whati sal r eadyi n pr oduct i on.Oneas pectt hatwi l lhav et obecons i der edi st hecos tof s hi ppi ngt oNams hiwar ehous es .Thi scoul dpr ov et obeex pens i v eas maj or i t yofPL Tmanuf act ur i ngi sdonei nt heUK. Whi l epar t soft heMi ddl eEas tex per i ences i gni ficant l yhi ghdi s pos abl e i ncomel e v el s ,t heMi ddl eEas ti sal s or ankedast hel eadi ngr egi onf or economi ci nequal i t y( Wor l dI nequal i t yLab,2018) .Thi smeanst hata l ar gemaj or i t yoft her egi onear nsas i gni ficant l yl ow r el at i v ei ncome.

Thes e ar et he cons umer st hatwi l lbe s ear chi ng f orv al ue cl ot hi ng, par t i cul ar l yy oungercons umer s .

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J U S T I F I C A T I O N

JU STIFICATIO N

Whi l et her ei ss t i l lgr eatpot ent i alf orPL Tt oex pandwi t hi nt heUK, i nt er nat i onalex pans i onwi l lenabl ePL Tt o accel er at ei t sgr owt hby capi t al i s i ng on oppor t uni t i esi n ne w geogr aphi calmar ke t s .I thas al r eady achi e v ed s ucces si ns i mi l armar ke t st ot he UK i ncl udi ng Fr ance,USAandAus t r al i aandex per i encedex ponent i algr owt hasa r es ul t .Thi smeansPL T can affor dt ot ake a r i s kon an emer gi ng cons umer mar ke ts uch as t he Mi ddl e Eas t , ut i l i s i ng i t s cor e compe t ence ofs oci almedi a mar ke t i ng asa t oolf orr eachi ng a di ffer entt ypeofPL Tcons umer .

PL T’ scor econs umeri sadi gi t al l ys avvy,1624y earol df as hi onl eader wi t hbol ds t yl e,hi ghl yi nf l uencedbycel ebr i t ys t yl eandpopcul t ur e.

TheMi ddl eEas t er nPL Tcons umeri snodi ffer ent .Shei st ech-s avvy, s oci al l y awar e and f as hi on cons ci ous .Thi smeanst hatbr andi ng mes s agest hr ought hi ss peci al i s edi nt er nat i onalmar ke t i ngmi xwi l lbe eas i l yt r ans l at ed. nt er nat i onalex pans i ons t r at egywi l lbenefitPL Ti nv ar i ousways .

Thi si Byent er i ngi nt oadi s t r i but orpar t ner s hi pwi t hNams hi ,PL Twi l lhav e i mmedi at eacces st ot heMi ddl eEas t ’ sy oung‘ Fut ur i s t ’cons umer ;a mar ke ts egmentwi t hhugepr edi ct edgr owt handbuyi ngpower .Thi s par t ner s hi p wi l lal s o be benefici alf orcompl yi ng wi t h owner s hi p r egul at i onswi t hi nt heUAE,r equi r i ngf or ei gnbus i nes s esi nt her egi on t ohav eanat i v es pons or .

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JU STIFICATIO N

Aswashi ghl i ght edbyF or ehandandDes hpande( 2001) ,e t hni cand cul t ur alr epr es ent at i onsoft ar ge tcons umer sar ehi ghl yf av our abl ef or cr eat i ng a connect i on i n or der achi e v es al es . Addi t i onal l y as cons umer s s ear ch f or aut hent i c br andi ng effor t s ,i nf l uencer mar ke t i ngpr es ent saneffect i v ewayt os ucces s f ul l yr eacht hey oung cons umer .Onav er age,9outof10cons umer st r us ti nf l uencer sov er t r adi t i onaladv er t i s i ngme t hods( Bus i nes sofF as hi on,2018) ,meani ng t hati nf l uencermar ke t i ngwi l lbeake yt ooli nbui l di ngupbr andt r us t i nt her egi on.Theus eofl ocali nf l uencer st hatmat cht hecul t ur eof t het ar ge tcons umeraswel last hatofPL T asa br and wi l lai di n uni t i ngcul t ur aldi ffer enceswi t hcons umer swhomaynotot her wi s e beabl et oi dent i f ywi t hPL T’ sbol dbr andi ng.

Byadapt i ngt heex i s t i ngpr oductr angest ocat erf ormodes tf as hi on cons umer s ,PL T wi l lbe abl et ot ap i nt o a ne w and emer gi ng cons umermar ke tt hathaspot ent i alt or eachnotonl ymoder nMus l i m cons umer sbutot hercons umer swho ar ei nt er es t ed i n ex pl or i ng a mor econs er v at i v ef or m ofdr es s .Whi l et hi smaynotneces s ar ybet he t ypi calPL T cons umer ,i ti sa chancet o ex pandt hebr and’ sgl obal appealt ode v el opamor euni v er s ali deaofwhati tmeanst obeaPL T gi r l .

St andar di s edpr i ci ngwi l lens ur eacons i s t entgl obalbr andpos i t i on.I t wi l lal s o cat ert ot hecons umer swi t hi nt her egi onwho hav el ower di s pos abl ei ncomes butar es t i l ls eeki ng t o be f as hi on f or war d.

Thr ough t hi spr i ci ng s t r at egy,PL T wi l lr emai n compe t i t i v e agai ns t ot herUK br andsoper at i ngonNams hiaswel lasl ocalbr ands .

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R E F E R E N C E S

21Thr eeCl ot hi ngCompanyLi mi t ed,2017.Annual r epor tandf i nanc i al s t at ement s . [ pdf ]Av ai l abl eat : ht t ps : / / bet a. c ompani es hous e. gov . uk / c ompany / 07352417/ f i l i nghi s t or y[ Ac c es s ed 12Mar c h2018] ( BoohooGr oup,2017.Annual r epor tandac c ount s2017.[ pdf ]Av ai l abl eat : ht t p: / / www. boohoopl c . c om/ ~/ medi a/ Fi l es / B/ Boohoo/ r epor t s andpr es ent at i ons / boo hooar a2017. pdf ?pdf dat a=1[ Ac c es s ed5Mar c h2018] onl i ne]Av ai l abl eat : BoohooGr oup,2018.Gr oupov er v i ew.[ ht t p: / / www. boohoopl c . c om/ about us / gr oupov er v i ew. as px[ Ac c es s ed12Mar c h 2018] Bus i nes sofFas hi on,2017.Thes t at eoff as hi on2018.[ pdf ]Av ai l abl eat : ht t ps : / / c dn. bus i nes s of f as hi on. c om/ r epor t s / The_St at e_of _Fas hi on_2018_v 2. pdf [ Ac c es s ed12J anuar y2018] Bus i nes sofFas hi on,2018.Themus l i mf as hi onmar k eti snotamonol i t h.[ onl i ne] av ai l abl eat : ht t ps : / / www. bus i nes s of f as hi on. c om/ ar t i c l es / opi ni on/ opedt hemus l i mf as hi onmar k et i s not amonol i t h[ Ac c es s ed10Mar c h2018] Cas al o,L. ,Fl av i an,C.andI banez Sanc hez ,S. ,2017.Under s t andi ngc ons umer i nt er ac t i ononI ns t agr am:t her ol eofs at i s f ac t i on,hedoni s m,andc ont ent c har ac t er i s t i c s .Cy ber ps y c hol ogy ,Behav i or ,andSoc i al Net wor k i ng.[ ej our nal ]20 ( 6) ,pp.369375.Av ai l abl et hr ough:ht t p: / / www. l i br ar y . manc hes t er . ac . uk / [ Ac c es s ed10Apr i l 2018] Tr ade,2018.Doi ngbus i nes si nt heUni t edAr ab Depar t mentf orI nt er nat i onal Emi r at es :UAEt r adeandex por tgui de.[ onl i ne]Av ai l abl eat : ht t ps : / / www. gov . uk / gov er nment / publ i c at i ons / ex por t i ngt ot heuni t edar abemi r at es / ex por t i ngt ot heuni t edar abemi r at es[ Ac c es s ed10May2018] Doi ngBus i nes s ,2018.Tr adi ngac r os sbor der s .[ onl i ne]Av ai l abl eat : ht t p: / / www. doi ngbus i nes s . or g/ dat a/ ex pl or et opi c s / t r adi ngac r os s bor der s[ Ac c es s ed 10May2018] 41

Dr aper s ,2015.Myf as hi onl i f e:pr et t y l i t t l et hi ngf ounderUmarKamani .[ onl i ne] Av ai l abl eat : ht t ps : / / www. dr aper s onl i ne. c om/ peopl e/ my f as hi onl i f e/ my f as hi onl i f epr et t y l i t t l et hi n gf ounder umar k amani i s l i v i ngi nt hef as t l ane/ 5076702. ar t i c l e[ Ac c es s ed22 Mar c h2018] Dr aper s ,2015.I ns t agr am t ur nsf i v e:t het opf as hi onr et ai l er sont hepl at f or m. [ onl i ne]Av ai l abl eat : ht t ps : / / www. dr aper s onl i ne. c om/ bus i nes s oper at i ons / i ns t agr amt ur ns f i v et het opf a s hi onr et ai l er s ont hepl at f or m/ 5079729. ar t i c l e[ Ac c es s ed22Mar c h2018] Dr aper s ,2015.Pr et t y l i t t l et hi ngs al esr i s e500%.[ onl i ne]Av ai l abl eat : ht t ps : / / www. dr aper s onl i ne. c om/ news / pr et t y l i t t l et hi ngs al es r i s e500/ 7003075. ar t i c l e [ Ac c es s ed22Mar c h2018] Dr aper s ,2016.Pr et t y l i t t l et hi ngl aunc hesi nt heUS.[ onl i ne]Av ai l abl eat : ht t ps : / / www. dr aper s onl i ne. c om/ news / pr et t y l i t t l et hi ngl aunc hes i nt heus / 7009238. a r t i c l e[ Ac c es s ed22Mar c h2018] Dr aper s ,2016.Pr et t y l i t t l et hi nggr owt hc ont i nuesapac e.[ onl i ne]Av ai l abl eat : ht t ps : / / www. dr aper s onl i ne. c om/ news / pr et t y l i t t l et hi nggr owt hc ont i nues apac e/ 7009 839. ar t i c l e[ Ac c es s ed22Mar c h2018] Dr aper s ,2016.Pr et t y l i t t l et hi ngpar t ner swi t hDoddl e.[ onl i ne]Av ai l abl eat : ht t ps : / / www. dr aper s onl i ne. c om/ news / pr et t y l i t t l et hi ngpar t ner s wi t hdoddl e/ 701 1 180. ar t i c l e[ Ac c es s ed22Mar c h2018] Dr aper s ,2016.St y l i ghtl aunc hesi nI r el and.[ onl i ne]Av ai l abl eat : ht t ps : / / www. dr aper s onl i ne. c om/ news / s t y l i ght l aunc hes i ni r el and/ 7013091. ar t i c l e [ Ac c es s ed22Mar c h2018] Dr aper s , 2017.Fi r s tl ook :Pr et t y l i t t l et hi ngl aunc hesk i ds wear .[ onl i ne]Av ai l abl eat : ht t ps : / / www. dr aper s onl i ne. c om/ news / f i r s t l ook pr et t y l i t t l et hi ngl aunc hes k i ds wear / 7 022295. ar t i c l e[ Ac c es s ed22Mar c h2018] Dr aper s ,2017.Mas t er sofMi ddl eEas tec ommer c e.[ onl i ne]Av ai l abl eat : ht t ps : / / www. dr aper s onl i ne. c om/ r et ai l / ec ommer c e/ mas t er s of mi ddl eeas t ec ommer c e/ 7027303. ar t i c l e[ Ac c es s ed25Mar c h2018]

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Dr aper s ,2018.Pr et t y l i t t l et hi ngpar t ner swi t hTVc hannel E! .[ onl i ne]Av ai l abl eat : ht t ps : / / www. dr aper s onl i ne. c om/ news / pr et t y l i t t l et hi ngpar t ner s wi t ht v c hannel e/ 702 8596. ar t i c l e[ Ac c es s ed22Mar c h2018] Dr aper s ,2018.BFCannounc ess t r at egi cpar t ner s hi pwi t ht heAr abf as hi onc ounc i l . [ onl i ne]Av ai l abl eat : ht t ps : / / www. dr aper s onl i ne. c om/ news / bf c announc es s t r at egi c par t ner s hi pwi t ht hear abf as hi onc ounc i l / 7029143. ar t i c l e[ Ac c es s ed25Mar c h2018] es sKy l i eJ ennermades el l outi sf i nal l ybac ki ns t oc k .

El l e,2016.The$35dr [ onl i ne]Av ai l abl eat : ht t ps : / / www. el l e. c om/ f as hi on/ news / a38013/ k y l i ej enner pr et t y l i t t l et hi ngdr es s / [ Ac c es s ed10Mar c h2018] Ex po2020Dubai UAE,2018.Connec t i ngmi nds ,c r eat i ngt hef ut ur e.[ onl i ne] Av ai l abl eat :ht t ps : / / www. ex po2020dubai . c om/ en/ t hemes[ Ac c es s ed25Mar c h 2018] For ehand,M.andDes hpande,R. ,2001.Whatwes eemak esuswhowear e: pr i mi nget hni cs el f awar enes sandadv er t i s i ngr es pons e.[ onl i ne] .J our nal of Mar k et i ngRes ear c h.38( 3)pp.

336348.Av ai l abl et hr ough: ht t p: / / www. l i br ar y . manc hes t er . ac . uk /[ Ac c es s ed12Apr i l 2018] Fac ebook ,2018.Pr et t y l i t t l et hi ng.[ onl i ne]Av ai l abl eat : ht t ps : / / www. f ac ebook . c om/ Of f i c i al PL T/[ Ac c es s ed12Apr i l 2018] ai l abl eat : Foc usEc onomi c s ,2018.Ec onomi cs naps hotf orMENA.[ onl i ne]Av ht t ps : / / www. f oc us ec onomi c s . c om/ r egi ons / mi ddl eeas t andnor t haf r i c a[ Ac c es s ed 10May2018] For bes ,2018.Howmuc hf i nanc i al i nf l uenc edoesGenZhav e?.[ onl i ne]Av ai l abl e at : ht t ps : / / www. f or bes . c om/ s i t es / j ef f f r omm/ 2018/ 01/ 10/ what y ouneedt ok nowabout t hef i nanc i al i mpac t of genz i nf l uenc e/ #14ab6f d956f c[ Ac c es s ed30Mar c h2018] For ei gnOf f i c e,2018.For ei gnt r av el adv i c e.[ onl i ne]Av ai l abl eat : ht t ps : / / www. gov . uk / f or ei gnt r av el adv i c e[ Ac c es s ed30Mar c h2018] 43

Hi l l ,C.andJ ones ,G. ,2004.Es s ent i al sofs t r at egi cmanagement .Mas on,Ohi o: Sout hWes t er n/ CengageLear ni ng.

Hof s t edeI ns i ght s ,2018.Count r yc ompar i s on.[ onl i ne]Av ai l abl eat : ht t ps : / / www. hof s t edei ns i ght s . c om/ c ount r y c ompar i s on/ t heuni t edar abemi r at es , t heu k /[ Ac c es s ed3May2018] I ns t agr am,2018.Pr et t y l i t t l et hi ng.[ onl i ne]Av ai l abl eat : ht t ps : / / www. i ns t agr am. c om/ pr et t y l i t t l et hi ng/[ Ac c es s ed12Apr i l 2018] i r c a,S. ,2017.Thec el ebr i t yf ac t or y :newmodesoff as hi on Mar t i na,M.andVac ent r epr eneur s hi p.ZoneModaJ our nal .7( 2017) .Pp. 3753.Av ai l abl et hr ough: ht t p: / / www. l i br ar y . manc hes t er . ac . uk /[ Ac c es s ed30Mar c h2018] Mc Ki ns ey&Company ,2016.Di gi t al Mi ddl eEas t :t r ans f or mi ngt her egi oni nt oa l eadi ngdi gi t al ec onomy .[ onl i ne]Av ai l abl eat : ht t ps : / / www. mc k i ns ey . c om/ mi ddl eeas t / our i ns i ght s / di gi t al mi ddl eeas t t r ans f or mi ngt h er egi oni nt oal eadi ngdi gi t al ec onomy[ Ac c es s ed25Mar c h,2018] s s gui ded.[ onl i ne]Av ai l abl eat : Mi s s gui ded,2018.AboutMi ht t ps : / / www. mi s s gui ded. c o. uk / about[ Ac c es s ed25Mar c h2018] Nams hi ,2018.Aboutus .[ onl i ne]Av ai l abl eat :ht t ps : / / engl obal . nams hi . c om/ about / [ Ac c es s ed30Mar c h 2018] Ni el s en,2017.Howc el ebsandbr andc angeti nt hegamewi t hGenZ.[ onl i ne] Av ai l abl eat : ht t p: / / www. ni el s en. c om/ us / en/ i ns i ght s / news / 2017/ howc el ebs andbr ands c anget i nt hegamewi t hgenz . ht ml [ Ac c es s ed28Mar c h2018] hmov ement :GenZboas t st hel ar ges t ,mos tdi v er s emedi aus er s Ni el s en,2017.Yout y et .[ onl i ne]Av ai l abl eat : ht t p: / / www. ni el s en. c om/ us / en/ i ns i ght s / news / 2017/ y out hmov ement genz boas t s t hel ar ges t mos t di v er s emedi aus er s y et . ht ml [ Ac c es s ed30Mar c h2018] Ogi l v yNoor ,2010.Meett hef ut ur i s t s :t henewmus l i mc ons umer .[ onl i ne]Av ai l abl eat : ht t p: / / www. ogi l v y noor . c om/ i ndex . php/ meet t hef ut ur i s t s t henewmus l i mc ons umer / #.

Wv Uv N4gv w2w[ Ac c es s ed30Mar c h2018]

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Pr et t y Li t t l eThi ng,2018.Wel c ome.[ onl i ne]Av ai l abl eat : ht t ps : / / c ar eer s . pr et t y l i t t l et hi ng. c om/[ Ac c es s ed3May2018] T ay l or ,C.andCos t el l o,J . ,2017.Cor por at es oc i al r es pons i bi l i t yandpor t r ay al of mi nor i t ygr oupsi nadv er t i s i ng.[ onl i ne]HandbookofI nt egr at edCSR Communi c at i on.pp361375.Av ai l abl et hr ough: ht t p: / / www. l i br ar y . manc hes t er . ac . uk /[ Ac c es s ed10Apr i l 2018] el egr aph,2018.Kour t neyKar das hi anandpl us s i z er angehel pBoohoodoubl e T r ev enues .[ onl i ne]Av ai l abl eat : ht t ps : / / www. t el egr aph. c o. uk / bus i nes s / 2018/ 01/ 1 1/ k our t ney k ar das hi anpl us s i z er an gehel pboohoodoubl er ev enues /[ Ac c es s ed20Mar c h2018] TheAr abWeek l y ,2018.TheMi ddl eEas tl eadst hewor l di ni nc omei nequal i t y . [ onl i ne]Av ai l abl eat : ht t ps : / / t hear abweek l y . c om/ mi ddl eeas t l eads wor l di nc omei nequal i t y[ Ac c es s ed10 May2018] TheNewYor kTi mes ,2017. ,Bel l aHadi d,ac ov er edupc ov ers t arf orVogueAr abi a. [ onl i ne]Av ai l abl eat : ht t ps : / / www. ny t i mes . c om/ 2017/ 08/ 14/ f as hi on/ bel l ahadi dv oguear abi a. ht ml [ Ac c es s ed30Mar c h2018] Twi t t er ,2018.Pr et t y l i t t l et hi ng.[ onl i ne]Av ai l abl eat : ht t ps : / / t wi t t er . c om/ Of f i c i al PL T?r ef _s r c =t ws r c %5Egoogl e%7Ct wc amp%5Es er p%7Ct wgr %5Eaut hor[ Ac c es s ed12Apr i l 2018] Vogue,2017.4t hi ngswel ear nedaboutt heGenZf as hi onl ov eratt hef as hi on c ul t ur edes i gnc onf er enc e.[ onl i ne]Av ai l abl eat : ht t ps : / / www. v ogue. c om/ ar t i c l e/ genz f as hi onl ov er s f as hi onc ul t ur edes i gnpanel [ Ac c es s ed30Mar c h2018] Vogue,2018.Seet hec ool newgener at i onr edef i ni ngmodes ts t y l ec odesatLondon modes tf as hi onweek .[ onl i ne] .Av ai l abl eat : ht t ps : / / www. v ogue. c om/ ar t i c l e/ l ondonmodes t f as hi onweek 2018s t r eet s t y l e [ Ac c es s ed3May2018] 45

VogueAr abi a,2018.Newdat esannounc edf orAr abf as hi onweek .[ onl i ne] Av ai l abl eat :ht t ps : / / en. v ogue. me/ f as hi on/ ar abf as hi onweek newdat es / [ Ac c es s ed1Apr i l 2018]

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A P P E N D I C E S

APPEN D IX A

P E S T E LT A B L E

48

APPEN D IX B

T O WSMA T R I X

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APPEN D IX C

C U L T U R A LD I ME N S I O N SC O MP A R E D( U Kv s .

U A E ) ( H o f s t e d eI n s i g h t s , 2 0 1 8 )

TheUAEhasahi ghpowerdi s t ancet hatmeanshi er ar chi esi nbus i nes sar el i kel y t obepr omi nent .The yar eacol l ect i v i s ts oci e t ywi t haf ocusonf ami l yconnect i ons andcommuni t y.The yar eal s ol i kel yt oav oi duncer t ai nt yandr i s k.I ncompar i s on, t heUK hasa s i gni ďŹ cant l yl owerpowerdi s t ancemeani ng bus i nes s esar emor e l i kel yt ooper at ecol l abor at i v el y,asi st hecas ewi t hPL T .Asani ndi v i dual i s ts oci e t y, uni quenes sandi ndi v i dual i t yar emor el i kel yt obecel ebr at edi nt heUK.TheUK i s al s omor el i kel yt ot aker i s ks( Hof s t edeI ns i ght s ,2018) .

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