Boux Avenue Brand Report

Fig.1

Marketing Plan Mujun Zhang N0678951 Word Count: 3116

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CONTENT Introduction

1-2

Competitors Analysis

21

Methodology

3-4

- Positioning Map

22

Brand HIstory

5

UK Consumers

23

Brand Brief

6

US Consumers

24

- Brand Mission

6

Ansoff Matrix

25

- Brand Essence

6

Current Performance

7

- Store

7

- Financial Performance

7

Brand Health

8

Social Media

9

- Recommendation

10

SWOT Analysis

11-12

- Analysis

US MARKET Optimisation Strategy - 7Ps

Macro Trends

12-14

Micro Trends

15

Market Trends

16

Market Health

18

PSET Analysis

19-20

26

27 27-30

Promotion Plan

31-32

Implementation Timeline

33

Conclusion

34

Appendix

35-43

Bibliography

44-46

Reference

46-48

Figure Illustration

49-53

Fig.1

Fig.2

1

INTRODUCTION

All markets today are dynamic due to the changing micro and macro trend. In this situation, the marketing strategy has to keep pace with the change especially when they are exploring a new market. It is necessary for a brand to get a deep understanding of new market’s background, policy, environment, consumers and so on.

Boux Avenue is a well-known lingerie brand in the UK. This report is going to do compare and contrast of both UK and USA market, then analysis the challenges and opportunities when it stands in the US market in the future.

Therefore, this report will give a detailed marketing and promotion plan based on the previous analysis for Boux Avenue to achieve a better goal in the UK and USA market.

2

METHODOLOGY PRIMARY REASERCH 1: Onlince survey:

- 120 feamle joined the online survey through facebook.

The Purpose/Objectives: - To explore their personal opinions and buying behaviour in the lingerie industry.

- To understand thier reasons of buying.

- To find Boux Avnue's competitors.

- To identify consumer's need of lingeries, such as design or quality.

2: Focus Group:

- 7 girls who aged from 18 to 20 has been interviewd.

The Purpose/Obejctives: - To investigate the awarness of Boux Avenue among the young consumers.

- To gather thier impression and feedback on Boux Avenue.

- To find the specific reason of choosing Boux Avenue.

- To understand whether the brand's social channels have wokred on them.

3: New York Observation

- The Janurary trip to New York was aimed to explore the culture and social media differences between the US and UK market by the in-store interviewing, including VIctoria's Secret, TOPSHOP, Macy's and so on.

3

METHODOLOGY SECONDARY RESEARCH 1: Books:

- Books about marketing strategy, advertising and communication.

- Aim to gather acedemic knowledge about developing and controling the business, as well as promiting in te new environment.

2: Market Report:

- Mintel, Euromonitor, VisualDNA -Aim to have the information about the lingerie market, both in the UK and US market, such as the market share, key drivers, and makret trend.

3: Trend Website

- Trend Hunter - Aim to explore the current social and consumer trends to find the possible threats and opportunities for the brand to develop in the US. w

4: Official Website

- Website of Boux Avenue and thier competitors.

- Aim to know thier price differences, differnet promotion activities and product. type, as well as the customers' comments.

5: Journal

- BBC News, Lingerie Jounal -Aim to understand the current political situation in both UK and USA, and the information on the lingerei jounral supported the knowledge about the current lingerie market health.

4

Brand History Boux Avenue Won UK retailer of the year 2013

Fig.4

Fig.3

Boux Avenue launched initially in 2011 with 6 stores and the official website www. bouxavenue.com.

2011

2013

The Christmas Campagin was launched in 2016 and they brought a boost in sale during the holiday.

Fig.5

2016

2014

2012

They launched their first airport store in Manchester

Fig.6

5

B o u x Av e n u e A ff i l i a t e programme was launched with bloggers and as a new communication platform with customers.

Fig.7

Brand Brief "Boux Avenue is brand who born out of a love for lingerie, nightwear, swimwear and all things romantic. It brings traditional service, superior fit and outstanding quality to a modern and beautiful setting." (www.bouxavenue.com)

Fig.8

Brand Mission " Placing an unrivalled emphasis on detail, Boux Avenue strives to bring a slice of stylish sophistication to everybody’s lingerie drawer. " (www.bouxavenue.com)

Brand Essence Fig.9

Flirty

Romantic

Modern 6

Fig.10

Current Peroformance Store:

28

stores in the UK

14

international stores acrosse 5 nations

Financial Performance: 21.5% 2016

16%

"In 2016, they showed a continuously growth and development in financial performance: they had witnessed an increasing sale by 21.5% (from ÂŁ36.5m to ÂŁ44.4m), this building further on total growth of 35.5% and like for like growth of 18.9% in 2015, as well as increased in Gross profit margins. " [ Pheo Paphitis Retail Group ] Increasing in sales of 16% in Christmas, 2016.

2016 Christmas

7 Fig.11

Fig.12

Brand Health Awarness: Results from quantitative research suggested that Boux Avenue currently have a high brand awareness in the United Kingdom. However, none of the girls in the focus group do followed the Boux Avenue’s social media and did not know their blog “Miss B”, it showed a weakness of Boux Avenue on enhancing their social media awareness.

Usage: Based on the primary research, the usage rate was not as high as its awareness, it showed a low usage, and most of them who owned Boux Avenue was brouht as a gift.

Perception Many of the responders commented with positive words based on their cheap price, good quality and various product type. However, few of them has ever seen the advertisement or campaign on TV. There is still some improvement space for the brand to do more marketing activities to let more people know about Boux Avenue.

86% Know it

14% Buy for themselves

43% Buy as a gift

They are cheap and available. You can get different styles of underwear 24/7.

It does keep up with the seasons sometimes if I follow it properly and the gift wrapping is supposed to be really cute and nice to receive a present.

The brand has a really nice look and I think they have the right idea it’s just not as a widely known in comparison to any competitors they should do more events and use bloggers because the products are really nice from my own experience I just wish other people knew what I was talking about sometimes.

8

Social Media "There are more and more opportunities that come along with the continued development of technology, and they bring a more convenient for customers. " - Brand Owner, Theo Paphitis

Fig.13

Due to their young consumers, the Facebook and Instagram have become two major promotion channels for them which owned a great amount of followers.

Boux Avenue also developed a blog called “Miss B� as a channel to show a comprehensive background behind the brand, such as design inspiration and photo behind the scene in order to become a more personalized brand. This blog has become a strength for Boux Avenue to made a deeper connection with the consumers.

Fig.14

Fig.15

117,000+ 9

228,00+

125,000+

800+

4110+ Fig.15

Facebook Follower s ONLY

Fig.16

Recommendations On one hand, even though Boux Avenue has owned multi-channels to enhance their online awareness, there are still 72% people stated the adverts from retailers on social media sites would not encourage their shopping behavior. (Online Retailing, Mintel, 2016)

Fig.17

On the other hand, 34% young people admitted that they like using social media to take advantage of special offers. (Youth Fashion, Mintel, 2016) So it can be expected that the brand awareness and sale will be increased if they highlighted the online promotion activity on their social media channels and official page, such as offer exclusive discounts to their social media followers.

Fig.18

10

SWOT Analysis The SWOT analysis will point out the current strengths and weakness that Boux Avenue has had in the UK’s market, and keep digging the potential opportunities and threats that could happen when then move to US market.

Strength

> High UK brand awareness > Positive social impact due to the awards winning: - Global RLI Awards for Rising Star of the Year 2012 -UK Retailer of the Year 2013&2014 > Strong online presence by using various social medias and official page > Wide range of products and Sizes > Reasonable price > Nice packaging as a gift

Oppoutunity > use celebrities and fashion blogger to be their brand ambassadors or share their brand experience online > use new technology both online and offline > expand their product line such as sporty series due to the rising of athleisure trend in the fashion world. > stand as a British style brand in the USA could differentiate the brand with some local competitors such as Victoria’s Secrets.

Weakness > Lack of unique selling point > Lack of connection between different social media channels > low appearance of advertisement on TV > In store experience is not impressive > Lack of using celebrities

Threat > lack of brand awareness in the USA > various local competitors > shift social situation such as the changing of US president and new policies could influence consumer’s shopping behaviour > choosing a suitable location to build stores.

11 Fig.19

Fig.20

Analysis To enhance theri market in the UK, Boux Avenue should first clear about their strengths and weaknesses. They have had a good reputation in their products, but how to provide a unique selling point and increase the awareness is a core problem of them. In order to achieve the goal, using celebrities in their advertisement or even build a special collection of them can generate buzz and give a more strong impression to their audience at the same time Secondly, they should understand their competitor’s strengths as well, especially when they move into US market. It will be hard for them to build brand loyalty among customers in a short time, and being differentiate in the current US lingerie market.

Lastly, having a deep understanding of US’s market including the consumers, their needs and the whole environment will be their final target. They need to have a flexible use of the opportunities and the current strength, such as re-launch a new official page for America consumers or make the fancy packaging as their special selling point to stand in the US market.

12 Fig.21

MACRO Trends - Celebrity Charm " 43% 16-24 year old people watched beauty video on YouTube and 48% women say reading or following celebrities on social media influence the buying action.

(One Poll ,2014) "

Celebrities have played a key role in the purchase decision and do have an impact on increasing the brand awareness.

For Boux Avenue, they have not had a strong brand ambassador or using celebrity in their promotion process yet, they could use some young American celebrity such as Dakota Fanning or Chloe Moretz as their brand ambassador to make a topic quickly in the US market.

Fig22

- Government and Economic Trend UK

“Britain’s exports to the EU represent 13% of our GDP. If they limited access to the single market which accounts for 44% of our exports, we would be hit badly.”

(Hugo Dixon,2016) The leaving of EU Referendum has brought a huge turbulent to the UK’s economic and government. Brands’ import and export in the whole Europe will be influenced. For Boux Avenue, their branches in Europe would be impacted, it will be harder to developed the European market and losing a part of competiveness. Obviously, the financial figures will determine the progress their US marketing plan.

13

USA Jeremy Leaf, north London estate agent, said despite the early words of "reconciliation" spoken by the new President-elect having the effect of calming stock markets, there is still a long-term potential for greater uncertainty.

Donald Trump’s presidency could have an effect on the UK’s market and will bring a greatly uncertainty for the global economy.

Boux Avenue would face more challenge if they going to the US market because the new president’s concept was to “making America strong again”. In some ways, he will care more about developing the national business, which means that the Boux Avenue will have a certain degree of suppression in the USA.

- Developed of Technology “In an increasingly challenging clothing market, retailers are having to do all they can to stand out from the competition and we are seeing more companies actively searching for the latest technology innovations.”

-Tamara Sender, 2016 Fig.23

The developing technology has changed the traditional shopping experience from the choosing step to the final fitting. The online sale is keeping an upward trend these years. Also, the increasing use of “magic mirror” in the fitting room has became a trend in the fashion industry, and Mintel report shows that women has become more interested in the personalized in-store experience.

(Underwear, 2016) It can be an opportunity for Boux Avenue to enhance their store requirement interesting and easier.

Fig.24

Fig.25

Fig.26

14

MICRO Trends -

Bodily esteem

“From Model Diversity Docs to Plus-Size Dancer Portraits, the expectation of beauty has officially shifted toward raw authenticity.”

TrendHunter, 2016 Fig.27

Nowadays, women is not just advocate the slim body but have begun to celebrate their body diversity. There are more and more lingeries brands launching the plussize or petite series now. Even though Boux Avenue has had a various size range, they still need to differentiate the plus-size series and do more direct advertising on it in order to increase the brand favor.

-

Rising of high-street brands

“Females aged 25-44 are more likely than average to shop at M&S for underwear (43%), they are also equally as likely to opt to buy their lingerie from supermarket chains (42%) and Primark (41%).”

(Underwear, 2016)

Fig.29

Recently, the high street brands such as Primark and M&S has owned more midaged consumers in the lingerie industry. Now, M&S has been looking to the youth market by providing a seventies triangle-style bra and athleisure series.

However, Boux Avenue still hold the advantage of specialized design and packaging which would still attract the younger girls and being bought as a gift. In the future, they should pay more attention on encouraging women to have more professional bra fittings and improve their in-store experience by using technology things in order to compete with the high-street market.

15 Fig.30

Market Trends Comfortable Produts Over two fifths of all consumers are interested in underwear that feels more comfortable (Underwear-UK, 2016)

Online Sale Online sales of lingerie have increased 207 percent in five years. (Business of Fashion,2015)

Low Price Low price remains high up the list of priorities when buying underwear, with seven out of ten shoppers seeing this as the most important factor. (Underwear-UK, 2016)

Plus- Size Lingerie

Obesity drives demand for bigger cup sizes (UnderwearUK, 2016)

Sport Lingerie The athleisure trend has driven sales of sports bras, with close to one fifth (18%) of female shoppers having purchased one in the last year. (Underwear-UK, 2016) Globally, customers prefer to online shopping and focus on the product’s product and price. Also, the need for plus size series is another commercial opportunity to explore in the US due to the high rate of obesity. So, the premise of success still relies on the right select of the current market trend.

16

17

Fig.32

Market Health UK LINGERIE MARKET

The underwear sector Valued at £2.47bn h a s g r o w n b y 7 . 1 % between 2011 and 2015 Fig.33

US LINGERIE MARKET

Valued at

£5.5bn

The USA is a mature market and the percentage profit is forecast to rise at 5.3% per annum over the next five years.

£28.6bn

The global lingerie market is estimated to climb to £43.14 bn by the end of 2024. £

Fig.34

GLOBAL LINGERIE MARKET

Valued at

Fig.35

Fig.36

Due to the secondary research, the global lingerie market has shown an upward trend in the past years and will keep increasing for the next few years. In this situation, launch the business in America would bring more positive influence and opportunities for Boux Avenue.

18

PEST Analysis olitical

Fig.37

“Britain is divided, and the political contagion to follow not only threatens to wreck the European Union as a whole — it could spread across the globe.”

- Lianna Brinded, 2016

For Boux Avenue, it will be hard for them to predict the future development and maintain their branches in other European countries. Also, the increasing cost of time and money will restrict the import and export. The financial instability will definitely influence thier plan to join in the US market.

conomical [ UK ] "The tax-free Personal Allowance, which is the amount you can earn before paying any Income Tax, will rise from £11,000 to £11,500 from April 6."

"41% of businesses feel that the growing uncertainty around the UK’s position in the EU could have a negative impact."

-(lovemoney.com,2017) Even though the personal earning is increasing, British people would still become more careful on shopping due to the changing social situation and unexpected economic development.

In this situation, Boux Avenue need to maintain their states in this primary market by providing a wider price range of products. Such as launching a simple and basic series then sell at a low price to minimize the loss in the UK.

[ US ]

Fig.38

The current inflation rate for the United States is 2.2% for the 12 months ended April 2017, the rate of inflation in 2016 was 2.1%. published on May 12, 2017 by the U.S. Labor Department

19

The increasing inflation rate in the US market would making a higher price for Boux Avenue to build a new market there, including the rent, cost of labour as well as advertisement. As a result, Boux Avenue need to have a clear consideration about their price positioning in the US and the suitable entry time to have a better beginning.

ocial

Fig.39

Fig.40

“ US unemployment rate fell to 4.7 percent in February 2017 from 4.8 percent in the previous month (trading economics) “ UK unemployment rate fell to 4.6 percent. (release at 17 May 2017, office for National Statistics) There has a higher sense of security of owning a job in both UK and USA now. Boux Avenue need to make sure they are always providing a high quality service, and have the best training with their staff all the time.

“According to YouGov, 78 percent of consumers in the United States read reviews before making a purchase decision, and 87 percent of consumers trust online reviews as much as they trust friends and family" Customers like revieweing the online feedback now. So Boux Avenue must be able to manage their online reputation in order to stay competitive. It is a good chance for them to do the improvement of their products - Track the feedback, know the consumer’s thought of your brand, both positive and negative, then do change in time, as well as communicate with the customer, that would improve the after-sale service at the same time.

echnological "online purchasing: Total online sales of products were £42.5 billion (inc VAT) in 2015, 12.3% of all retail sales; 95% said they had shopped online.

(Online Retailing, 2016)" "Increasing using of Snapchat: Snapchat is one of the fastest growing platform globally, going from 2 billion to 10 billion daily video views over the last years."

Boux Avenue could turn their marketing focus could to the Snapchat because of the younger users - Increasing their post on it such as the recent campaign and promotion code or making a topic for users to join in. Then, put the shopping link below would stimulate the online shopping and increase the brand awareness at the same time.

20

Competitors Analysis Fig.41

Ann Summers >

Fig.42

Triumph ^

Fig.43

Wacoal ^

Bluebella > Fig.44

For competitors, Ann Summers and Bluebella are 2 strong competitors for them in the UK. The sexual lingerie is their unique selling point. On one hand, their sexual impression made brand lost a part of the market: Younger girls and women over 40. On the other hand, they still hold a strong brand image to make people remember them, which is a deficient of Boux avenue.

21

The brand Triumph, they produce simple and basic styles of lingerie, but they have the sporty series which was Boux Avenue didn’t have. Similar, the American competitor Wacoal has the sport bra series as well. So that could be a point for boux avenue to develop in the future.

Brand Positioning Map Fig.53

Fig.46 Fig.46

Fig.52 Fig.1

Fig.51

Fig.47

Fig.50 Fig.45 Fig.49

ADVICE: In order to optimize their current UK market, build a strong brand image and focus on the product quality will be their strongest selling point to compete with high street brands.

In terms of the brand positioning map, Boux Avenue stands as a fashionable brand with affordable price, so the competitors around are professional underwear brands, the fast fashion brands are their secondary competitors. In contrast, there will be many UK’s fast fashion brand such as Topshop in the USA positioning map. American is not that care of the brand, but the lingerie themselves, design and price are important.

So, there are two advice for Boux Avenue to be more competitive in both UK and US market: Fig.54

Fig.61

ADVICE: For US market, Boux avenue should pay more attention on their p r o d u c t v a r i e t y, doing sport and plus-size series.

Fig.55

Fig.60 Fig.56

Fig.59 Fig.58

Fig.57

22

UK CONSUMERS

Target Group:Women Between 18-26

- UK consumers are more pessimistic about the future and have taken the recession more to heart than those in the US. - They are three times more likely to be careful spenders than those across the pond, with an index of +3.14.

- They focus on deep-rooted connections and a meeting of minds.

- The UK indexes highly in the home improvements sector.

(VisualDNA report, 2014)

Pen Portriat

- A promotions manager at a local marketing agency in Manchester - Lives with her finance and now saving the money together for their wedding - Loves decorating her home, slight obsession of homeware goods - Love buying gifts for her friends, but do a lot comparison and thinking a lot before buying.

- Freely spoken, often pessimistic, but determined to work for success - Avid reader of lifestyle blogs, such as Lily Pebbles - Adele is her favorite star - Reluctant about the future, especially regarding Brexit as voted to stay.

- Buying habits: high street designers, department stores, mainly online.

23

Ethos: "Smile and enjoy life because its way to short"

Fig.62 Fig.65

Fig.63

Fig.66

Fig.64

Abbey Maxwell, 25 Fig.67

US CONSUMERS

Target Group:Women Between 18-26

- Americans have always been more comfortable spending money and, for the most part, money they don’t have.

- They tend to be more positive and sometimes see things through rose tinted spectacles, but Brits are more pragmatic.�

- US consumers are more affected by emotive advertising.

- Americans it is more about the shared experiences that having a partner can provide.

Pen Portriat

Fig.68

Fig.69

Fig.70

Fig.1 Fig.71

Emila Johnson, Fig.72

- A creative photographer lives in New York, shares an apartment with her best friends.

- In a relationship with her boyfriend Dylan, because it is so much better than doing things alone - Loud, friendly, enjoy cocktail nights with friends, never leave home without makeup, lives the glamourous lifestyle.

- Addicted to shopping for new things especially clothes, even when her bank account doe not agree - Highly independent in her life.

- Ashly Graham is her idol who empowers women and looks fabulous - Constantly watches Youtube, such as Beatycrush and Zoella - She is not afraid to show her emotion, cries at film and adverts alike.

Ethos: Believe in yourself, do not let anyone say no different

24

Ansoff Matrix Existing Products

Existing Markets

Market Penetration

New Products

Product Development

- Provide extra discount to their social media followers, and update their current promotion code to these platforms.

- Launch new product line such as athleisure underwear to always follow the customer trend and meet their need.

- Emphasis the promotion of their Bridal series, make it as their unique selling point. For example: use hashtag to promote this series on Instagram and invite the customers who really use the them on their wedding to share their pictures and feedback.

- Promote more attractive advertisement and increase the using of billboard in the city center.

- Use hashtag to promote the new product on social platforms Give value to the existing products as well.

- Invite bloggers and celebrities to be their brand ambassadors or join in their several collections

Market Development New Markets

- Repackaging the products, cater for different environment and customers

25

- Using local celebrities to be their ambassadors in order to have a integrate into the new place quicker.

- Using billboard to promote thier advertisment - Inviting current users to upload thier feedback

Diversification - Developing new ranges such as menswear and beauty goods to gain different groups of consumers - Build pop-store to generate buzz - Make sure the product quality and customer services in order to get a positive impression among new customers.

- Invite celebrities to promote thier brand on talk shows

Fig.73

Analysis Boux Avenue has owned various social media channels to communicate with customers. However, there is still a lack of connection between different social medias. For example, they have not put any shop link below their Instagram posts which could be a way to increase sale and make the shopping experience more convenience. So, the information in market penetration and product development could help Boux Avenue to achieve a higher level in the UK’s market.

Combined with the previous contrast of consumers, the consious spenders in the UK point out the importance of pricing. Also, the the preference for emotive advertising in America could highlight a method to do promotion in the market development step, such as using of local celebrities to create a sexy or moving advertisment for them.

Fig.74

26

US MARKET OPTIMISATION STRATEGY The US market optimization strategy will go along with the current UK strategies but focus more on the various promotion activities in order to get a better brand awareness in the new market.

- - - -

Objectives:

To gain a fundamental brand awareness in the first 6 months by boosting their online followings growth by 40%.

Aim to be the most well-known UK lingerie brand in the USA. To launch 10 more branches in the USA in 3 years.

To build a new US official page for the US market and ensure the page views is not less than 5 million per day.

Fig.75

7PS

PRODUCT - Present:

- Plan:

Boux Avenue now has had various types of products including lingerie, lingerie for DD+ women, nightwear, swimwear, accessories and bridal series.

Due to the journal JAMA says, 40% American women are now obese, so it is necessary for Boux Avenue to launch a comprehensive product line to the plus-size range.

27 Fig.76

Fig.77

PRICE

- Plan:

- Present: - Lingerie: £7-£35 - Nightwear: £18-£48 - Swimwear: Average £30 - Free worldwide delivery over £60; free UK delivery over 45; free in-store collection - Time limited offer: Student sign up for 20% discount on the first purchasing

Stay the current price range and provide free delivery over around $60 to be more competitive with local brands, but provide permanent student discount to attract their primary target in the new environment.

- Plan:

Fig.77

Boux Avenue should continue to develop their online shopping, bring their brand to America online shopping website such as Zappos, eBay and MrPorters. Also, make sure they put the shopping link below the social media posts.

Fig.78

PLACE

For the offline part, the flagship store could be located in Macy’s, New York, the place where owned the highest visitors flow in America, and have a high reputation in the local market, build the flagship store here could guarantee a high awareness among customers.

- Present: - Online: official page, online shopping website ASOS - Offline: 28 stores in the UK, all located in shopping centre.

28 Fig.79

Fig.80

PROMOTION - Present:

- Plan:

- Several parties to promot their newest swimwear series in 2016 and 2017 - TV advertisement - Online and offline campaign such as “I Love my PJs” campaign in 2016, and Valentin’s campaign each year.

- Provide gift-wrapping service - VIP loyalty membership

Due to the secondary research, the rate of using mobile phone in the US is 4% less than UK, So the primary mission for Boux Avenue is to do more offline activities and emotive TV advertisement, combine with the email-retailing to inform customers about current activities and newest brand information based on the social media channel.

UK

USA Fig.81

Fig.82

PROSESS

29

- Present:

- Plan:

- Provide some clear videos to teach women how to measure the bra size on their website.

- Sales advisors in store are willing to give advice and introduce the suitable lingerie for each women.

- Willing to gather customer ’s feedback online.

69% people from the primary research stated that they want a strong customer support from the lingerie brand. So, build more frequent communication with their customers, and enhance their after-sale service is a key point for them in the US. They have had the free return policy in the UK, maintain that in the UK and do not only receive the product back, but to record their comments and do change in time.

PEOPLE - Plan:

- Present: Women who aged from 1625; all the woman who love romantic lingerie.

They will remain the current primary target groups in the US, but also can extend their secondary targets such as male and older women there by providing the beauty products line and menswear.

Fig.84

Fig.83

Physical evidence Fig.85

- Present: - The transparent store is part of signature of Boux Avenue, people can see the store inside when they passed by.

- Clear display in store, easy for customers to find products.

- Providing gift box to customers, sales good especially in Christmas and Valentin’s day.

- Plan: Continue to develop the gift wrapping service in the US, but make them more personalized, such as put in a greeting card with consumer’s name on it.

Stand as a state of “Authentic British Lingerie” to compete with local brands.

For example, add some pictures of their UK’s activities, or the British flag element in store.

30

US MARKET Promotion Plan Step 1:

Creating a new website for US market and invite the local celebrities to be their brand ambassadors, share the link on their social media as well.

Fig.86

Step 2:

Launch the new range of plus size series , suppose it calls “BU Beautiful” as one of their commercial points when they entry the US market.

Step 3:

Build pop-up stores at Time-Square, affordable for the brand in the new environment, and can increase the brand awareness in a short time. Then, test and promote the “BU Beautiful” series inside, listen their feedback and do change in time.

Step 4:

When they have had a mount of awareness, invite bloggers and more celebrities to join their company promotion activities to boost their brand sale.

Step 5:

Fig.87

31

After the sale and awareness have achieved their goal and remain steady, launch their brand into a concession store such as Macy’s to continue gaining attention.

The possible logo design for the plus size range "BU Beautiful" Promote it through social media

Pop-Up store examples

Fig.89 Fig.88

Fig.91 Fig.90

Fashion Bloggers

Fig.92

Final step: Join Macy's Market

32 Fig.93

US MARKET Implementation Timeline Sep, 2017 To launch the new official page of the US market

FREE CLICK & COLLECT FROM STORE FREE STANDARD US DELIVERY OVER $60

FREE WORDWIDE DELIVERY OVER $80

CALLING ALL STUDENTS! SIGN-UP NOW AND ENJOY PERMANENT 20%DISCOUNT

Our New Ambassador: American Actress:

Amanda Seyfried

Dec,2017

To choose a suitable celebrity as their brand ambassador

US Official Page Design

Jan, 2018 To launch plus-size series “BU Beautiful”

Feb, 2018

To build pop-up store at both Time-Square during AW/18 New York Fashion Week

Apr, 2018

Online Page for BU Beautiful Series Design Nina Dobrev, famous American actress who could be thier brand ambassadors

Encourage app usage and social engagement by inviting more bloggers or talk show stars to use their products.

Sep,2018 33

Build a flagship store at Macy’s.

Fig.94

CONCLUSION

This optimization marketing strategy report analyzed the potential risk and opportunities for Boux Avenue to entry the US market.

This plan has highlighted the importance of using celebrities to promote the brand. The choosing of brand builder will be the well-known local celebrities such as Dakota Fanning and Amanda Seyfriend, the actress who owned a high reputation and awareness in the US, they will help the brand to gain a high starting point at the very beginning and attract new customers quicker; However, the choosing of sales drivers will tend to be some famous British fashion bloggers who have many global followers such as the London girl Victoria Villasana, or plus-size blogger Georgina Horne to point out their brand image of “British lingerie brand�. They will be a strong support for Boux Avenue to show their current state in the UK and be an advertisement to show their brand background for the US market.

Moreover, the need of plus-size underwear in the US have to be mentioned by Boux Avenue. After they perfect the product line, and improve the connection between social channels, they should be able to find a position within the America market and succeed.

Fig.95

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Appendix - Consent Forms

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36

Appendix - Focus Group [ Questions ]

1:Have you ever heard of the brand Boux Avenue?

2:Is there any words you would associate with the brand?

3:What is your general opinion of the brand?

4:Have you ever shopping the Boux Avenue store?

5:Have you ever seen an advertising campaign for Boux Avenue? – including; television and billboards 6: Are you aware of the blog they run called Miss B? 7:Do you follow the brand on any social media?

8:Do you follow any YouTubers, bloggers or celebrities that promote Boux Avenue?

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- Focus Group [ Anwsers ] 1: Have you heard of the brand Boux Avenue?

Megan Hope: Yeah Alisha Wilkinson: Yeah Tabby Lewis: Yeah Sophia Clegg: Yeah I have heard of it Kirsten-Leigh Gale: Yes I have Maddie Bower: I know what the brand is April Zhang: No I haven’t heard of it because they don't have it in China

2: Is there any words you would associate with the brand?

Megan Hope: Pretty, playful, elegant Alisha Wilkinson: Sexy I think slightly middle aged maybe, and pretty Tabby Lewis: It’s quite flirty and it’s quite like I don’t know I just see it as a bit of a rip of from Victoria’s Secret. But you could also say it was quite sophisticated Sophia Clegg: Lacey, girly, delicate Kirsten-Leigh Gale: definitely girly but expensive Maddie Bower: cute, pretty, nice to look at I think April Zhang: from the video, I think young and fairy

3: What is your general opinion of the brand?

Megan Hope: The products are so so nice but I just go else where for lingerie I guess Alisha Wilkinson: It’s a nice brand for older women to kind of have an opportunity to buy nice underwear and not feel judged for it as it’s quite a respectful brand, but I feel like they could reach out to a younger audience if they just tried a bit hard to communicate with them but at the moment it is ok with the older audience and in a good place.

Tabby Lewis: I do think it has some good stuff and it has got quite a strong brand image as when you see something you do it’s boux avenue and I think that sometimes It’s consumer seems a bit confused and they don’t know who they actually are.

Sophia Clegg: my general opinion of boux avenue is that is cheap and available.

You can get different styles of underwear 24/7. It does keep up with the seasons sometimes if I follow it properly and the gift wrapping is supposed to be really cute and nice to receive a present.

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Kirsten-Leigh Gale: I do like it but I just wish they did more to actually speak to customers and make more of an effort with social media I guess Maddie Bower: the brand has a really nice look and I think they have the right idea it’s just not as a widely known in comparison to any competitors they should do more events and use bloggers because the products are really nice from my own experience I just wish other people knew what I was talking about sometimes.

April Zhang: They haven’t got a Chinese market at all but I think it would be quite tough due to them having a lot of local brands and Victoria’s secret in many cities

4: Have you ever shopping the Boux Avenue store?

Megan Hope: I have been in there with my mum but I haven’t brought anything as I would usually by my underwear elsewhere from like a supermarket or something Alisha Wilkinson: Yes, happen to have a store in my local town so I decided to have a look round and I ended up buying some knickers as they happened to have a deal on which was 3 for £15 Tabby Lewis: I have been in the store to look for gifts but never for myself, had a look round but didn’t purchase anything.

Sophia Clegg: I have been in the shop and brought gifts but never brought anything for myself Kirsten-Leigh Gale: I have been in shops abroad but I haven’t been in the shops in the UK as I don’t have one near where I live and they don’t have one in Nottingham.

Maddie Bower: I have been in the store but I think it was last Christmas where I asked for one of the sets that they had in store at the time from my boyfriend.

April Zhang: No I have never shopped there even since living in the UK

5: Have you ever seen an advertising campaign for Boux Avenue including television or billboard?

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Megan Hope: Nope I haven’t really at all Alisha Wilkinson: I have seen some social media come up as sponsorship posts on other websites but apart from that I only know of it because it’s in my home town Tabby Lewis: No I haven’t seen anything to do with them unless I’ve been on their website or something Sophia Clegg: I have seen stuff on the website and social media but I might have seen it in magazines Kirsten-Leigh Gale: No I have never see an advert for them at all anywhere and definitely not on television even though I know they put them on their website but never actually as an advert when I’ve been watching the tv.

Maddie Bower: I’ve seen a Christmas campaign more seasonal stuff but I think it depends on the area you live in as my auntie had the advert and I didn’t just because they have a store nearer them and we don’t

6: Are you aware of the blog Miss B they run?

Megan Hope: Nope Alisha Wilkinson: No never heard of it Tabby Lewis: Nope not really Sophia Clegg: Nope, never Kirsten-Leigh Gale: No didn’t even know they did it Maddie Bower: No April Zhang: Nope 7: Do you follow them on social media?

Megan Hope: No Alisha Wilkinson: No Tabby Lewis: No…. Actually, I think I might have on Instagram Sophia Clegg: No Kirsten-Leigh Gale: No Maddie Bower: No April Zhang: No 8: Do you follow any YouTubers, bloggers or celebrities that promote Boux Avenue?

Megan Hope: Not that I am aware of anyway Alisha Wilkinson: I follow one of their brand ambassadors on instream but I can’t remember her name or anything like that. Oh, and I follow Lucy Meck which do or have done some campaigns for them in the past Tabby Lewis: I think I have like some of their made in Chelsea celebrities Sophia Clegg: I don’t think I have any Kirsten-Leigh Gale: I definitely don’t I don’t even know if they have any like that Maddie Bower: Not any people I follow do anything to do with them that I know of I will have to look properly but nothing stands out to me April Zhang: No ve you ever shopped in Boux Avenue?

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Online Questions and Anwsers 1.

What is your age?

2. What age did you start buying lingerie

3. W h e r e d o y o u shop for lingerie on regular basis

4. A r e y o u m o r e likely to buy lingerie as a gift rather than yourself?

5. D o y o u b u y lingerie for comfort or design?

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6.

Do you see lingerie as a fashion statement or a practicality

7.

Do you expect a high customers support system when buying such a product?

8.

Are you more likely to buy from a brand who uses real models rather than unrealistic models?

9.

Do you think that there is a gap in the market for Plus Size lingerie

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American Agency Talk

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Employees are most valuable asset Measure of success is did it drive sales etc Differences between U.K. And U.S. U.S. consumer prefers to go to a department store - Macy's, Sephora U.K. Prefers to not interact with the product as much, display isn't as beautiful US have different regional markets-tailoring to different consumers U.S. consumers are more modest, if they purchase in a pharmacy they aren't as glamorous, lower income, get on with the transaction. Heart of America are looking for staple fashion, quality, price People in New York are looking for glamour and interaction with products. They don't purchase in pharmacies- they are looking for the latest brands. They don't mind spending a lot of money on a mascara.

More out there with their fashion, they want to look good and spend a lot of money of products.

US market is harder to penetrate - for it to get a news report it has to have a good hook.

3-4 months ahead of deadlines. They were pitching JUNE/JULY in JAN. Each outlet has editors picks - experts and editors giving their opinion.

UK there is a lot of celebrity news which is not top celebs - reality stars. In the US it's not like that - It's in the moment like Emma Stone not a real housewife.

It's not essential in the US to have celeb endorsement but they use celebs a lot and what people want to see about them. It is increasingly harder to get celebs in and people aren't buying magazines anymore.

Plus size fashion - it's such a story in the US at the moment - if a celeb can't get dressed how can a normal woman.

Areas of expertise CorburnACTIVATE - maximizes the messaging.

Talk shows - They pay to get onto that show, for people to talk about products. They use the companies products to help people in the audience - premier the results of the products - e.g. All from boots. They could include a discount code or giving the audience some free products. Instead of having an advert- this works a lot better. Need to have an expert in the field to back this up.

It's better value for money this way instead of an advert.

In the US moving away from commercials - people don't want to watch ads anymore.

You have to disclose if you're being paid by a brand. In the U.K. You have to put ad in the title on YouTube, but not in the U.S. When launching - brand research, consumer surveys, brand awareness studies, see what hasn't gone great before with previous clients, focus groups.

Having a better well known celeb is better than having 3 smaller ones due to coverage But if having 3 different celebs can cover different demographics.

BUDGETS - COMPETING BRANDS Online is 100% store is less important. Make relationships with trusty retailers.

Concession in a store, pop ups, limited availability.

Harder to keep a product popular - not to get it popular.

Underwear - right now the plus size industry is so popular - average American women wears a size 16 - they want to go to normal stores but they don't have their sizes. People are moving away from Victoria's Secret shifting focus onto brands that are real, normal people. adverts are popular due to super bowl otherwise it's not popular people just fast forward.

About quality not numbers - loyal readers to blogs etc.

Differentiate from Victoria's Secret - don't compete you will not win. The quality, how it's made, where the clothing is coming from, not sweat shops etc, factories, made under conditions which are comfortable and getting paid a fair wage, it's sustainable.

New brands need to show their social responsibility, how you are giving back, caring about the product, what in return is it giving to the community.

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Lingerie Insight. (2017). euromonitor Archives - Lingerie Insight. [online] Available at: http:// www.lingerieinsight.com/tag/euromonitor/ [Accessed 29 May 2017].

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Ons.gov.uk. (2017). Unemployment rate (aged 16 and over, seasonally adjusted)- Office for National Statistics. [online] Available at: https://www.ons.gov.uk/employmentandlabourmarket/ peoplenotinwork/unemployment/timeseries/mgsx/lms [Accessed 30 May 2017].

Perks, R. (2016). Online Retailing. [online] Mintel.com. Available at: http://www.mintel.com/ terms [Accessed 5 Jun. 2017].

Research, T. (2017). Lingerie Market: Worldwide Analysis, Trends, Forecast by 2024; Europe Projected to Acquire Share of 33.64% in Global Market | TMR. [online] Prnewswire.co.uk.

Available at: http://www.prnewswire.co.uk/news-releases/lingerie-market-worldwide-analysistrends-forecast-by-2024-europe-projected-to-acquire-share-of-3364-in-global-market-tmr-613941643.html [Accessed 5 Jun. 2017].

Robertdyas.co.uk. (2017). News | Robert Dyas. [online] Available at: http://www.robertdyas. co.uk/news [Accessed 28 May 2017].

Sender, T. (2016). Fashion: Technology and Innovation - UK. [online] Mintel.com, pp.1-10.

Available at: http://academic.mintel.com/display/748743/ [Accessed 5 Jun. 2017].

Sender, T. (2016). Underwear - UK. [online] Mintel.com, pp.1-8. Available at: http://academic. mintel.com/display/748658/ [Accessed 5 Jun. 2017].

Smith, P. and Zook, Z. (2011). Marketing communications. 1st ed. London: Kogan Page. smith, p., berry, c. and pulford, a. (1999). Strategic marketing communications: New way to build and integrate communication. 1st ed. London: Kogan Page.

The Business of Fashion. (2017). Inside the Economics of Your Underwear. [online] Available at: https://www.businessoffashion.com/articles/intelligence/inside-the-economics-of-yourunderwear [Accessed 5 Jun. 2017].

The Lingerie Journal. (2017). How US Lingerie Dominates The Global Market | The Lingerie Journal. [online] Available at: http://thelingeriejournal.com/us-lingerie-dominates-globalmarket/ [Accessed 31 May 2017].

Theopaphitis.com. (2017). Theo Paphitis Retail Group Christmas & Year End Financial Statement | Theo Paphitis. [online] Available at: http://www.theopaphitis.com/theo-paphitisretail-group-christmas-year-end-financial-statement/ [Accessed 27 May 2017].

Theopaphitis.com. (2017). Theo Paphitis Retail Group Christmas & Year End Financial Statement | Theo Paphitis. [online] Available at: http://www.theopaphitis.com/theo-paphitisretail-group-christmas-year-end-financial-statement/ [Accessed 5 Jun. 2017].

45

Total Processing. (2017). 13 Most Important Trends In The 2017 Online Payment Market. [online] Available at: https://www.totalprocessing.com/blog/13-trends-in-the-2017-onlinepayment-market/ [Accessed 30 May 2017].

TrendHunter.com. (2017). 2016 Trend Report Top 20 : 2016 Trend Report Trends Forecast. [online] Available at: https://www.trendhunter.com/trends/2016-trend-report-trends-forecast [Accessed 5 Jun. 2017].

US Inflation Calculator. (2017). Current US Inflation Rates: 2006-2017. [online] Available at: http://www.usinflationcalculator.com/inflation/current-inflation-rates/ [Accessed 5 Jun. 2017].

We Are Social UK. (2017). What to expect in social in 2017 - We Are Social UK. [online] Available at: https://wearesocial.com/uk/blog/2017/01/what-to-expect-in-social-in-2017-2 [Accessed 5 Jun. 2017].

Reference Aaker, D. (2014). Strategic market management. 1st ed. Hoboken, N.J.: Wiley, pp.1-52.

Academic.mintel.com. (2014). Youth Fashion UK. [online] Available at: http://academic.mintel. com/display/725129/?highlight [Accessed 28 May 2017].

BBC News. (2017). Brexit: All you need to know about the UK leaving the EU - BBC News. [online] Available at: http://www.bbc.co.uk/news/uk-politics-32810887 [Accessed 30 May 2017].

Brinded, L. (2017). Britain is broken beyond repair — and the worst is yet to come. [online] Business Insider. Available at: http://uk.businessinsider.com/brexit-eu-referendum-resultpolitical-economic-and-social-analysis-and-whats-next-2016-6?r=UK&IR=T [Accessed 5 Jun. 2017].

BT.com. (2017). 2017/18 Tax Year: 12 tax and benefit changes you need to know about. [online] Available at: http://home.bt.com/lifestyle/money/mortgages-bills/201718-tax-year-12tax-and-benefit-changes-you-need-to-know-about-11364171195207 [Accessed 30 May 2017].

Campbell, C. and more, R. (2017). Online Reviews Are the New Social Proof. [online] Entrepreneur. Available at: https://www.entrepreneur.com/article/281600 [Accessed 30 May 2017].

Chahal, M. (2017). How UK and US consumers’ spending habits differ - Marketing Week. [online] Marketing Week. Available at: https://www.marketingweek.com/2014/01/22/how-ukand-us-consumers-spending-habits-differ/ [Accessed 29 May 2017].

Dixon, H. (2017). UK needs EU more than it needs us. [online] InFacts. Available at: https:// infacts.org/uk-needs-eu-more-than-it-needs-us/ [Accessed 30 May 2017].

Ethicalconsumer.org. (2017). Ethics and the Fashion industry. [online] Available at: http:// www.ethicalconsumer.org/ethicalreports/fashionindustry.aspx [Accessed 30 May 2017].

46

Forbes.com. (2017). Forbes Welcome. [online] Available at: https://www.forbes.com/sites/ greatspeculations/2016/10/06/the-athleisure-trend-is-here-to-stay/#cf0138128bd4 [Accessed 30 May 2017].

Kyriakou, S. (2017). Trump triumph shakes UK property market. [online] Ftadviser.com.

Available at: https://www.ftadviser.com/property/2016/11/10/trump-triumph-shakes-ukproperty-market/ [Accessed 30 May 2017].

Lingerie Insight. (2017). euromonitor Archives - Lingerie Insight. [online] Available at: http:// www.lingerieinsight.com/tag/euromonitor/ [Accessed 29 May 2017].

Medium. (2017). Social Trends 2017 – On Advertising – Medium. [online] Available at: https:// medium.com/on-advertising/social-trends-to-look-out-for-in-2017-702f22e564bf [Accessed 30 May 2017].

Ons.gov.uk. (2017). Unemployment rate (aged 16 and over, seasonally adjusted)- Office for National Statistics. [online] Available at: https://www.ons.gov.uk/employmentandlabourmarket/ peoplenotinwork/unemployment/timeseries/mgsx/lms [Accessed 30 May 2017].

Perks, R. (2016). Online Retailing. [online] Mintel.com. Available at: http://www.mintel.com/ terms [Accessed 5 Jun. 2017].

Research, T. (2017). Lingerie Market: Worldwide Analysis, Trends, Forecast by 2024; Europe Projected to Acquire Share of 33.64% in Global Market | TMR. [online] Prnewswire.co.uk.

Available at: http://www.prnewswire.co.uk/news-releases/lingerie-market-worldwide-analysistrends-forecast-by-2024-europe-projected-to-acquire-share-of-3364-in-global-market-tmr-613941643.html [Accessed 5 Jun. 2017].

Robertdyas.co.uk. (2017). News | Robert Dyas. [online] Available at: http://www.robertdyas. co.uk/news [Accessed 28 May 2017].

Sender, T. (2016). Fashion: Technology and Innovation - UK. [online] Mintel.com, pp.1-10.

Available at: http://academic.mintel.com/display/748743/ [Accessed 5 Jun. 2017].

Sender, T. (2016). Underwear - UK. [online] Mintel.com, pp.1-8. Available at: http://academic. mintel.com/display/748658/ [Accessed 5 Jun. 2017].

Smith, P. and Zook, Z. (2011). Marketing communications. 1st ed. London: Kogan Page. smith, p., berry, c. and pulford, a. (1999). Strategic marketing communications: New way to build and integrate communication. 1st ed. London: Kogan Page.

The Business of Fashion. (2017). Inside the Economics of Your Underwear. [online] Available at: https://www.businessoffashion.com/articles/intelligence/inside-the-economics-of-yourunderwear [Accessed 5 Jun. 2017].

The Lingerie Journal. (2017). How US Lingerie Dominates The Global Market | The Lingerie Journal. [online] Available at: http://thelingeriejournal.com/us-lingerie-dominates-global-market/ [Accessed 31 May 2017].

47

Theopaphitis.com. (2017). Theo Paphitis Retail Group Christmas & Year End Financial Statement | Theo Paphitis. [online] Available at: http://www.theopaphitis.com/theo-paphitisretail-group-christmas-year-end-financial-statement/ [Accessed 27 May 2017].

Theopaphitis.com. (2017). Theo Paphitis Retail Group Christmas & Year End Financial Statement | Theo Paphitis. [online] Available at: http://www.theopaphitis.com/theo-paphitisretail-group-christmas-year-end-financial-statement/ [Accessed 5 Jun. 2017].

Total Processing. (2017). 13 Most Important Trends In The 2017 Online Payment Market. [online] Available at: https://www.totalprocessing.com/blog/13-trends-in-the-2017-onlinepayment-market/ [Accessed 30 May 2017].

TrendHunter.com. (2017). 2016 Trend Report Top 20 : 2016 Trend Report Trends Forecast. [online] Available at: https://www.trendhunter.com/trends/2016-trend-report-trends-forecast [Accessed 5 Jun. 2017].

US Inflation Calculator. (2017). Current US Inflation Rates: 2006-2017. [online] Available at: http://www.usinflationcalculator.com/inflation/current-inflation-rates/ [Accessed 5 Jun. 2017].

We Are Social UK. (2017). What to expect in social in 2017 - We Are Social UK. [online] Available at: https://wearesocial.com/uk/blog/2017/01/what-to-expect-in-social-in-2017-2 [Accessed 5 Jun. 2017].

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Figure Illustration Fig.1: SuperStyingUK (2016) Boux Avenue Campaign Available at: http://www. superstylinguk.com/wp-content/uploads/2017/02/bouxavenue_7324322116425456.jpg Accessed at [5th June, 2017] Fig.2: Cars and Life (2015) Boux Avenue SS15 Lingerie Campaign Available at:https:// encryptedtbn0.gstatic.com/images?q=tbn:ANd9GcQ38gEyloxaEiD3IVB_6gxEUf_ ezTkZgMMrRt7IEwP9JvxZwqpApQ Accessed at [5th June, 2017] Fig.3: Theo Paphitis Retail Group (2015) Boux Avenue New Store Available at:http://www. tpretailgroup.com/wp-content/uploads/2015/06/0-7.jpgAccessed at [5th June, 2017] Fig.4: IAdea (2016) Increase Retail Store Revenue with Digital thing Available at: http://w16. iadea.com/wp-content/uploads/2016/01/BOUX-55.jpgAccessed at [5th June, 2017] Fig.5: LingerieInsight (2016) Boux Avenue Christmas 2016 Available at: http://www. lingerieinsight.com/wp-content/uploads/2016/11/Double-1-1.jpegAccessed at [5th June, 2017] Fig.6:BexAliceMarshall (2015) Boux Avenue Ambassador Available at: https://lh3. googleusercontent.com/-RflyEpsFiZ0/V-viCaeVvYI/AAAAAAAAC4A/93M6Db3bExY/s640/ blogger-image--326831869.jpgAccessed at [5th June, 2017] Fig.7: The Drum (2014) Boux Avenue fist airport store in Manchester Available at:http:// media-assets-04.thedrum.com/cache/images/thedrum-prod/public-news-176231-bouxavenue--default--1280.jpgAccessed at [5th June, 2017] Fig.8: Boux Avenue (2017) Women’s Underwear Available at: http://demandware.edgesuite. net/bbfd_prd/on/demandware.static/-/Sites-bouxavenue-global-Library/default/dw6339689c/ clp/lingerie/101101_80PI_0_FR_380x513.jpgAccessed at [5th June, 2017] Fig.9: Underlines Magazine (2015) Boux Avenue Available at: https://underlinesmagazine. com/wp-content/uploads/2015/02/chloe-blue-camera.jpg Accessed at [5th June, 2017] Fig.10: Hot pink heart png photos Available at: http://www.pngmart.com/files/1/Hot-PinkHeart-PNG-Photos.pngAccessed at [5th June, 2017] Fig.11: InPics (2016) Boux Avenue Christmas 2016 Available at: http://www.lingerieinsight. com/wp-content/uploads/2016/11/Demi-strappy.jpegAccessed at [5th June, 2017] Fig.12: InPics (2016) Boux Avenue Christmas 2016 Available at: https://encryptedtbn0.gstatic.com/images?q=tbn:ANd9GcQbDmYrw73imzWKs1qxwZaIaSMBJc_ji_ pQvdrM6yEOCK3ld5Sa Accessed at [5th June, 2017] Fig.13: screenshot from Boux Avenue Facebok Page Available at: https://www.facebook. com/pg/BouxAvenue/about/Accessed at [5th June, 2017] 49

Fig.14: screenshot from Boux Avenue Instagram Page Available at: https://www.instagram. com/bouxavenue/?hl=en Accessed at [5th June, 2017]

Fig.15: screenshot from Boux Avenue Official Page Available at: http://www.bouxavenue.com/ Accessed at [5th June, 2017] Fig.16: Ashly money saver (2017) Available at: https://ashleighmoneysaver.co.uk/images/ voucher-codes-logo.png?v=2Accessed at [5th June, 2017] Fig.17: screenshot from Boux Avenue Instagram Page Available at: https://www.instagram.com/ bouxavenue/?hl=en Accessed at [5th June, 2017] Fig.18: screenshot from Boux Avenue Official Page Available at: http://www.bouxavenue.com/ Accessed at [5th June, 2017] Fig.19: The BreezlyBuz (2015) Boux Avenue review Available at: http://1.bp.blogspot.com/8Yc6pqfK6do/UZFIIDzSzNI/AAAAAAAACB4/o7Epllq1Fe0/s1600/P1180257.JPGAccessed at [5th June, 2017] Fig.20: Lila Loves (2015) Boux Avenue Available at: https://lailaloves.co.uk/wp-content/ uploads/2014/11/boux.jpgAccessed at [5th June, 2017] Fig.21: Kyle Gavin (2015) Boux Avenue Nightwear EditAvailable at: http://www.kylegalvin.com/ wp-content/uploads/2016/09/IMG_3687-LR.jpgAccessed at [5th June, 2017] Fig.22: Indie Wire (2014) Dakota Fanning Available at: http://www.indiewire.com/wp-content/ uploads/2014/05/dakota-fanning.jpg?w=780Accessed at [5th June, 2017] Fig.23: Technobezz (2016) Online and offline shopping Available at: https://encrypted-tbn0. gstatic.com/images?q=tbn:ANd9GcQyo68IGj18z9dbnaPUrejk8smS8pfTS50ryFDiUhpmE2Dczm Qr Accessed at [5th June, 2017] Fig.24: Daily Across(2015) Magic Mirror at Store Available at: http://media.npr.org/assets/ img/2015/04/10/memorymirror_sidebyside_sq-906e20455e343070b41c5dc2c560e859247f9fcd. jpgAccessed at [5th June, 2017] Fig.25: Salon (2016) Donald Trump Available at: http://media.salon.com/2015/09/donald_trump_ flag.jpgAccessed at [5th June, 2017] Fig.26: Alex Edmans (2017) The case for Brexit Available at: http://alexedmans.com/wp-content/ uploads/2016/02/Brexit.jpgAccessed at [5th June, 2017] Fig.27: Metro (2012) Plus Size Lingerie Available at: http://metrouk2.files.wordpress. com/2012/08/article-1345030053990-1475b399000005dc-56330_636x394.jpg Accessed at [5th June, 2017] Fig.28: Screen shot from boux avenue official page Available at: http://www.bouxavenue.com/ Accessed at [5th June, 2017] Fig.29: We do ethical fashion (2017) Available at: http://wedoethicalfashion.org/resources/ WE%20DO%20ETHICAL%20LOGO%202017-pink.jpgAccessed at [5th June, 2017] Fig.30: appadvice (2017) M&S Available at: https://s1.mzstatic.com/us/r30/Purple6/v4/78/21/ f8/7821f817-06c8-c324-7300-537a16a020f3/mzl.vwjplzgp.pngAccessed at [5th June, 2017]

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Fig.31: Screenshot from M&S official Page Available at: http://www.marksandspencer.com/c/ lingerieAccessed at [5th June, 2017] Fig.32: Screenshot from boux avenue official page Available at: www.bouxavenue. comAccessed at [5th June, 2017] Fig.33: The flag institute (2017) UK flag Available at: https://www.flaginstitute.org/wp/wpcontent/uploads/2012/10/UK-Union-Flag.png Accessed at [5th June, 2017] Fig.34: The flag institute (2017) US flag Available at: https://www.mapsofworld.com/images/ world-countries-flags/us-flag-jpg.jpgAccessed at [5th June, 2017] Fig.35: icon arvhive (2017) global Available at: http://icons.iconarchive.com/icons/aha-soft/ free-global-security/256/Global-Network-icon.pngAccessed at [5th June, 2017] Fig.36:screenshot from mintel (2016) Underwear Uk Available at:www.mintel.com Accessed at [5th June, 2017] Fig.37: Huffington Post (2017) Brexit Available at: http://i.huffpost.com/gen/4453596/images/ o-BREXIT-facebook.jpgAccessed at [5th June, 2017] Fig.38: icon ameaerica (2014) USA flag Available at: https://www.mapsofworld.com/images/ world-countries-flags/us-flag-jpg.jpgAccessed at [5th June, 2017] Fig.39: Rediff Blogs (2015) Online Shopping Available at: http://c.dryicons.com/files/ graphics_previews/13.jpgAccessed at [5th June, 2017] Fig.40: Rediff Blogs (2015) Online Review Available at: http://images.huffingtonpost. com/2014-09-15-TabletRanking-thumb.jpg Accessed at [5th June, 2017] Fig.41: annsumers (2015) advertisement Available at: www.annsummers.com Accessed at [5th June, 2017] Fig.42: Blubella(2017) advertisment Available at: www.bluebella.com Accessed at [5th June, 2017] Fig.43: Triumph (2017) sport bra Available at: www.triumpunderwear.comAccessed at [5th June, 2017] Fig.44: Wacoal (2017) sport braAvailable at: www.wacoal.comAccessed at [5th June, 2017] Fig.45-61 (brand logo) : Available at: https://www.brandsoftheworld.com/Accessed at [5th June, 2017] Fig.62: Breath Heavy (2016) Watch Adele’s entire performance Available at: http://www. breatheheavy.com/wp-content/uploads/2016/03/adele-glastonbury-headliner.jpgAccessed at [5th June, 2017] Fig.63: Youtube (2017) HomewARE Haul Available at: https://i.ytimg.com/vi/Ykq7h-kU_8c/ maxresdefault.jpgAccessed at [5th June, 2017] 51

Fig.64: Favola Weddings (2017) Home Available at: https://encrypted-tbn0.gstatic. com/images?q=tbn:ANd9GcRVUx6gpYo1CeR9rmHq8ItkdV6aZ9Nw9EEphcm9_PyJ_ njsW2MMAccessed at [5th June, 2017]

Fig.65: Country Living Magazine (2015) home decorating ideas Available at: http://clv.h-cdn.co/ assets/15/21/1600x800/landscape-1432147377-blue-ribbon-kitchen-0615.jpgAccessed at [5th June, 2017] Fig.66:River Island (2017) Icon Available at: www.riverisland.comAccessed at [5th June, 2017] Fig.67: the fashion spot (2017) Fashion Blogs Available at: http://cdn1-www.thefashionspot.com/ assets/uploads/gallery/best-fashion-blogs-of-2015/the-chronicles-of-her.jpgAccessed at [5th June, 2017] Fig.68: The Gurdian (2017) The Youtube Vloggers are popular Available at: https://i.guim.co.uk/ img/static/sys-images/Guardian/Pix/pictures/2015/2/5/1423149485269/f3bf652f-968d-4a4a-9617db4de3b6ecd5-1020x612.jpeg?w=300&q=55&auto=format&usm=12&fit=max&s=0ca1797501a20 6f10e3cb96ba1c71beaAccessed at [5th June, 2017] Fig.69: Vita (2016) party night Available at: http://static.vita.gr/15668145_alcohol.limghandler. jpg?i=aT1maWxlcyUyZjElMmZtZWRpYSUyZjIwMTMlMmYwNyUyZjE1JTJmMTU2NjgxNDVfY Wxjb2hvbC5qcGcmdz02NTAmaD00NzAmc3Q9dHJ1ZSZiZz0xNjc3NzIxNSZjcj10cnVlJmF0P TQ%3DAccessed at [5th June, 2017] Fig.70: City Journal (2017) New York Available at: https://www.city-journal.org/sites/cj/files/NewYork.jpgAccessed at [5th June, 2017] Fig.71: Reader’s Digest (2015) fashion tips from personal stylists Available at: http://www. rd.com/wp-content/uploads/sites/2/2016/09/22-expensive-fashion-secrets-stylists-wont-tellSamuelBrownNG.jpgAccessed at [5th June, 2017] Fig.72: Black Sports Online (2014) Ashley Graham Ronda Rousey Available at: http:// blacksportsonline.com/home/wp-content/uploads/2016/02/Ashley_Graham-26-1.jpgAccessed at [5th June, 2017] Fig.73: wallpaper abyss (2017) Amanda Seyfried Available at: https://images4.alphacoders. com/162/162634.jpg Accessed at [5th June, 2017] Fig.74: Screenshot from Boux Avenue official page Available at: Accessed at [5th June, 2017] Fig.75: Maps of the World (2017) Official USA flag Available at: https://images-na.ssl-imagesamazon.com/images/I/71X%2BwfQBpKL._UX385_.jpgAccessed at [5th June, 2017] Fig.76 :Be Annabell (2015)The 7th shop in the UK Available at: http://4.bp.blogspot.com/l82xey9iUag/Tn8N1ttAKOI/AAAAAAAAAfg/9y83LaK0gYE/s1600/BOUX-5.jpg Accessed at [5th June, 2017] Fig.77: intu (2017) 20%student discount at BOUX AVENUE Available at: http://intu.co.uk/uploads/ media/wide/0001/29/thumb_28107_wide_1x.jpegAccessed at [5th June, 2017] Fig.78: Bristol Business News (2014) Boux Avenue new store in Glasgow Available at: http://www. bristol-business.net/wp-content/uploads/2012/05/Theo-Paphititis-opens-his-9th-Boux-Avenuestore-at-Bullring-Birmingham.jpgAccessed at [5th June, 2017] Fig.79: Underlines Magazine (2016) 18th UK Boux avenue store openAvailable at: https:// underlinesmagazine.com/wp-content/uploads/2013/04/exterior-view-of-boux-avenu.jpg Accessed at [5th June, 2017] Fig.80: Huffinton Post (2015) A list of all the macy’s stores Available at: http://i.huffpost.com/ gen/2472528/images/o-MACYS-facebook.jpgAccessed at [5th June, 2017] 52

Fig.81: Screenshot from Euromonitor Accessed at [5th June, 2017] Fig.82: Screen shot from Boux Avenue official page Available at: www.bouxavenue. comAccessed at [5th June, 2017] Fig.83: Boux Avenue(2017) women’s tee and leggings Available at: http://cdn2.next.co.uk/ common/Items/Default/Default/Publications/GL8/shotview-315x472/544/L53-113s.jpg Accessed at [5th June, 2017] Fig.84: Tiny Paint Pot (2017) Available at: http://1.bp.blogspot.com/-S3by5cxwWfg/ URaVb1u6A8I/AAAAAAAAArw/CgUzOfRL9sQ/s1600/BouxAvenue4.jpg Accessed at [5th June, 2017] Fig.85: Lingerie Insight (2016) Boux Avenue flagship store Available at: https://encryptedtbn0.gstatic.com/images?q=tbn:ANd9GcTn-0bBorfXoH46Wk2kOtPp9LP91DXJADcHU1u0G PO-2LW0ixKzAccessed at [5th June, 2017] Fig.86:Clker (2017) right footprint Available at: http://www.clker.com/cliparts/p/P/p/B/c/7/rightpink-footprint.svg Accessed at [5th June, 2017] Fig.87: iconsDB (2017) Pink Star Available at: http://www.iconsdb.com/icons/preview/deeppink/star-xxl.pngAccessed at [5th June, 2017] Fig.88: pinterest (2017) FAHION pop-up stores on Behance Available at: https://s-mediacache-ak0.pinimg.com/736x/86/9e/ec/869eec39a59713e4023c061e5861a93c.jpgAccessed at [5th June, 2017] Fig.89: pinterest (2017) Oysho pop store Available at: https://s-media-cache-ak0.pinimg.com /236x/5b/11/8d/5b118d11fbe80b9819dc12720e3d352f.jpgAccessed at [5th June, 2017] Fig.90: World Press (2016) Kate Spade Pop-up Store Available at: https://dreamsandjeans. files.wordpress.com/2010/12/5233838177_245310e05f_b.jpg Accessed at [5th June, 2017] Fig.91: pinterest (2017) Victoria’s Secret pop-up store Available at: https://s-media-cache-ak0. pinimg.com/originals/46/60/bb/4660bb511b12dd64c6dd1697c720d0ab.jpgAccessed at [5th June, 2017] Fig.92:The blonder salad (2017) Chiara Ferragni Available at: http://farm8.staticflickr. com/7351/11114047214_519d8fb604_o.jpgAccessed at [5th June, 2017] Fig.93: Wikipedia (2017) Macy’s Available at: https://upload.wikimedia.org/wikipedia/ commons/thumb/4/4e/Macys_dep_store.JPG/275px-Macys_dep_store.JPG Accessed at [5th June, 2017] Fig.94: Pop-minute (2017) Nina Dobrev Available at: http://popminute.com/photo/1/nina_ dobrev_beach_fitness3.jpgAccessed at [5th June, 2017]

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Fig.95: wedding photography (2014) wedding underwear Available at: http://2.bp.blogspot. com/-zg5PVTP3rkY/TZX9EI8Gc_I/AAAAAAAAABs/dinq4DkUsdQ/s1600/Boux%2BAvenue %2BMarilyn%2BPlunge%2BBra%2Bin%2BPink%2B%25C2%25A332%2B%252832A-38DD %2529%2BGirdle%2B%25C2%25A340%2B%25288-16%2529%2B1.jpgAccessed at [5th June, 2017]