Oliver Bonas: Strategic Analysis Report

MARKETING S TRATEGY & PL ANNING INDIVIDUAL REPORT 2020 WORD COUNT: 3,295

OLIVER BONAS NIAMH PADBURY

N088928

MARKETING S TRATEGY & PL ANNING INDIVIDUAL REPORT 2020 NIAMH PADBURY N088928 WORD COUNT:

I confirm that this work has gained ethical approval and that I have faithfully obser ved the terms of the approval in the conduct of this project. Signed (student) N R PADBURY

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CONTENT S

40. Brand Vision & Objectives

14. brand Health 17. Market Health UK 18. Pestle Analysis UK 20. Competitor Analysis UK 25. Brand Poitioning map UK 24. Swot Analysis UK 30. Tows Analysis UK 32. Consumer Segmentation UK 33. Custoner profiles UK

WHERE SHOULD OLIVER BONAS GO?

WHERE ARE OLIVER BONAS NOW?

13. Brand Audit

41. Market Health USA 42. Swot Analysis USA 44. TOWS Analysis USA 46. Pestle Analysis USA 48. Brand Positioning map USA &Target Market 49. Consumer profiles USA 50. Competitor Analysis USA 53. Ansoff Matrix 54. Porters 5 Forces USA

34. Marketing mix UK

HOW IS OLIVER BONAS GOING TO GET THERE?

10. Brand Overivew 57. Market Entrance Strategy 58. Marketing mix USA 64. USA Timeline 66. Conclusion

36. Porters 5 forces

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R ATIONAL The aim of the project is to create a situational analysis on the independent British retailer- Oliver Bonas. It will explore the opportunities and challenges the brand currently faces in the UK and provide an overall brand and consumer analysis. The findings provided will enable a successful marketing and communications plan to support Oliver Bonas’s launch into the US and fully optimise its global potential.

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RESE ARCH OBJEC TIVES AND METHODOLOY Research Objectives • Understand the difference between UK and USA consumers.

• Understand the competitive environment for Oliver Bonas.

• The categor y in which Oliver Bonas operates, both in the UK and USA. Primar y Research: • Quantitative: Two 10 questioned online sur veys.

Method: • The first online sur vey was created in order to develop a better understanding of the brand, its perception and usage amongst the UK and its current market situation.

• The second online sur vey was conducted to gain a deeper insight into the perception of the UK and USA retail markets.

• Both online sur veys were created using Sur vey Monkey and distributed across social media to maximise responses and type of people it could reach.

WHERE OLIVER BON AS ARE N OW

Secondar y Research: • Online databases such as; Statista, Euromonitor and Mintel were all used to analyse the current fashion and homeware market for both the UK and USA. • Books, Journals and Articles.

• Oliver Bonas and key competitor social media platforms; Instagram, Pinterest, Facebook and Twitter.

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BR AND OVERVIEW Oliver Bonas is an independent British lifestyle store that was inspired by its founder, Olly, and his creative and cultural upbringing. The first store was opened in 1993 and for the past two decades, Oliver Bonas has evolved hugely and transformed from curating others’ designs to designing its own. (Oliver Bonas, nd). The lifestyle brand has nearly 80 stores across the United Kingdom and Ireland, all of which are run by a creative team who share the passion of making ideas a reality.

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BR AND AUDIT Mission Statement

“WE FOUND OUR NICHE IN THE

The main mission at Oliver Bones is kindness, which is reflected across all touchpoints of the brand.

M A R K E T P L AC E AS A D E S I G N LED

R E TA I L E R .”

Brand Values

“

“

WORK HARD, PL AY HARD AN D B E K IN D

Oliver Bonas’s company motto is “Work Hard, Play Hard and Be Kind”. They aim to be kind across every aspect of the business from how they work with suppliers to how they treat their customers. They strive to do business in a way that has integrity, is ethical and doesn’t impact negatively on others or the environment.

O L LY T R E S S , 2 019 12

(Oliver Bonas, nd.)

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BR AND HE ALTH • In 2013/14 the turnover was £30m in 2013/14. Online purchases account for 10 percent of sales. (Graham, 2015).

• The OB motto: “Work Hard, Play Hard, Be Kind” is reflected through what the brand gives back. Oliver Bonas have been supporting charities and causes since 1993.

• According to Fashion United, In 2015, Oliver Bonas became the first UK high street retailer to inject the ‘real’ living wage into the business for its employees.

(Wightman-Stone, 2015). A minimum of £7.85 an hour or £9.15 an hour if working in London stores, this is a significant rise from the national minimum wage.

• Wightman-Stone, reported in (2016), that Oliver Bonas has launched its own catalog to boost e-commerce and drive brand awareness. This is in response to recognising only 10% of sales come from online purchases.

• In December 2017, Santamaria (2018) announced Oliver Bonas’s released new figures for the year showing the 22% increase of revenue equalling £61.1m. The brand's growth rate for the year was 11.6%.

CentreMK reported; “Oliver Bonas is a modern and ethically conscious brand, which is something that The Future Shopper Report, commissioned by us, detected as a key element in the future of retail” (Sellick, 2018) The expansion of Oliver Bonas stores despite the fall and turbulent current state of highstreet retail is believed to be down to the brands best efforts to give its customers best in class customer ser vice and an inspiring online and in store experience. In 2019, it was reported by Hughes, (2019) that despite the decline in high street retailers, Oliver Bonas were set to open eight new stores, with the support of HSBC funding.

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Aware ne ss

Pe rce p t i on

Va l ue s

65% 52% 40% U K re s p o n d e n t s a re f a milia r w i t h O l i ver B ona s .

“Whilst trade on the high street has been challenging, Oliver Bonas continues to grow. We have stuck to the core principle that makes our lifestyle offer unique: doing our little bit to make living a joyful experience.”

Tress, 2019.

U K res p ond ent s ha ve a clea r u nd ers t a nd ing of w ho Oliver Bona s a re.

U K res p ond ent s s a id va lu es ma ke a b ra nd mos t memora b le.

The obser vations taken from the quanitive sur vey is that Oliver Bonas has established a high brand awareness in the UK as well as a moderate brand perception. 40% of respondents said brand values are what makes the brand most memorable, this is something Oliver Bonas should emphasise on when entering the US.

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MARKET HE ALTH UK The Fashion Industr y as a whole, contributes to $1.34 trillion to the economy annually, 53% of this is womenswear. According to McKinseys Fashion Scope. By 2025 the fashion industr y is expected to have an increasing growth rate of almost 5% each year.

(McKinsey, 2019). The increase of globalisation and technology are believed to be two of the most prominent drivers. As stated by Hilwise, (2019), fast fashion retailers are believed to be one of the greatest impacts on the industr y growth. The integration between fashion retailers and homeware is becoming more apparent due to brands wanting to become a one-stop shop for customers and are utilizing an existing customer-base to sell homeware successfully. (Yau, 2019)

Over the past decade, the homeware market has grown substantially, increasing from £10.8 billion to £13.5 billion by 2019. (Sabanoglu, 2019). By 2021, it is expected that the industr y will grow by another half a billion pounds. As of 2017, according to (Sabanoglu, 2019) the turnover achieved by businesses in the Homewares industr y increased to a significant level. (The UK Homewares Market 2017-2022, 2017) Decorative accessories and home fragrances will outperform due to fewer people moving house. This homeware trend will impact retailers as customers wish to improve existing homes instead.

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PESTLE ANALYSIS FOR UK

Political

Economical

Social

The lifestyle brand, Oliver Bonas could potentially face numerous challenges due to the political uncertainty in the United Kingdom. A combination of the drawn out Brexit negotiation and lack of knowledge surrounding the future of trade deals, customers and tax charges, trade barriers and the labour market results in an unstable time for businesses across the economy. As decorative homeware products and beauty accessories are not seen as essential, Oliver Bonas may experience a dip in sales and a loss of profit due to consumers having less disposable income to spend on ‘luxuries’, this is due to the possibility of an increase in purchasing costs as well as export and import subsidies.

Technological

Oliver Bonas, like other UK retail companies, is affected by the health of the economy and retail spending. McKinsy global fashion index forecasts growth in 2019 of 3.5 to 4.5% globally (The Sate of Fashion 2019, 2019). However Brexit has caused uncertainty in the business and finance markets, depending on the outcome of Brexit, as a whole the countr y could be on the verge of an economic decline. Oliver Bonas’s target market’s disposable income would reduce significantly and far less would be spent on luxur y or non essential products which make up the Oliver Bonas brand.

The shift in society realising the minimal transparency within social media and the fashion industr y, particularly in recent years and months means consumers can be more cynical and companies have to work harder to gain loyalty. Oliver Bonas tackles social issues, such as; mental health awareness week and gender equality. OB celebrated International Women’s day 2020 with the hashtags; #equalforequal and #eachforequal, promoted through the brands social media platforms. With the brand showing recognition towards Women’s Rights and Gender Equality it conveys a positive message to its consumers .With the rise of fast fashion within society Consumers may opt for a cheaper alternative than Oliver Bonas. Today’s consumers desire the same latest fashions, but are not willing to pay the major price tag because they do not hold quality in the same high regard. (The Rise of Fast Fashion | Edology, n.d.) and according to Hitwise data, fast fashion retail, in comparison to mid, premium, and luxur y brands, accounted for 66% of all online fashion traffic in the first half of the year. (Gilliand, 2019).

The British lifestyle brand sells unique, quirky and vibrant designs. The increase of self expression and individualism amongst society could benefit Oliver Bonas.

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Legal

Environmental

Oliver Bonas’s rapid response to the decline of high street shopping by creating a strong online presence has increased brand awareness. With the rise of online shopping, it enables Oliver Bonas to widen and enlarge the reach of customers. This would generate more potential sales. According to (Smith, n.d.), Oliver Bonas is responding to the change in retail and digitising the business and in store shopping experience by investing in in-store tablets and allowing customers to connect to the stores wifi hotspots. The brand could develop a mobile app to further technological opportunities. Oliver Bonas have a strong online presence which has grown from the positive messages and social issues the brand has raised awareness of online. Oliver Bonas could use the increase of social media to explore different ways of communicating with the brands consumers. Principally for the denim industr y, Oliver Bonas could use new technology driven production, such as 3D CAD design and printing to create its products more efficiently. (Hughs, 2019).

As do other brands in the industr y, Oliver Bonas must stay legal and follow export tax restrictions, regulated tax restrictions and inflation costs. Similarly to this, (gov.uk, nd.) the national living wage was risen by 4.9% in April 2019 and is expected to increase in 2020, this could affect Oliver Bonas as they have approximately 850 employees. (owler, nd.) During 2015, Oliver Bonas became the first British High-street retailer to authorise as a living wage employer. (Oliver Bonas, nd.)

An environmental factor affecting Oliver Bonas is the rise of eco- friendly fashion and sustainability. The transparency of their supply chain and sustainable products Oliver Bonas sell, could go in the brands favor as customers would stay loyal due to the brand addressing the production process. In efforts to boost Oliver Bonas’s sustainability, the brand is committed to zero waste to landfill, and the brand switched to a new waste carrier- Veolia. According to the Oliver Bonas website, (Oliver Bonas, nd.) The brand is also aiming for an 80% recycling rate from all Oliver Bonas stores during 2020 as well as phasing out plastic bags and replacing them with paper bags made from 70% recycled content. The gift card envelopes and jeweller y pouches have been exchanged for recyclable paper glassine. Oliver Bonas employees are monitoring energy use both in the office and in the store to see where ever y savings can be made.

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COMPETITOR ANALYSIS UK John Lewis & Partners ( Formally John Lewis)

Joules

• • • •

• Established in 1989 and initially sold at rural shows and events.

• Foot & Mouth in 2001 lead to other stores selling the Joules brand, a catalogue launch and the first shop opened in Market Harborough.

• In 2016 Joules’ was floated on the stock market.

• Omni-channel retailer with a growing presence globally.

• E-commerce now represents over 50% of Retail revenue (Nov 2019).

• 125 stores plus 3 concessions in the UK plus 400 independent stockists • Growing presence in the US: Joulesusa.com. 1000 independent stockists • Growing presence in Europe: tomjule.de. 650 independent stockists • Reinventing traditional British clothing by adding twists to classic pieces • Unique designs often easily identifiable as Joules with hand drawn or hand painted printed created by in-house artists. Unique use of colour and print.

Quality and detail. Timeless style with contemporar y twists.

• Product range offers: Fashion for men, woman, children. Animal/pet • products, Homewares, from bedding and toiletries to eyewear and radios.

• Six months of sales ending November 2019 saw a sales of £111.6m and PBT of £8.4m. This was a decrease against the same 26 weeks in 2018 of 1.4% in sales and £0.9m in profit.

• • • • • •

First Shop opened in 1864 Incorporated as John Lewis & Partners in 1929 One of the largest Employee owned companies in the UK A leading omni-channel retailer in the UK with 50 John Lewis & Partners shops and a growing online business - johnlewis.com.

Concessions in ROI and Australia Offer a range of financial products from Home Insurance to Foreign Currency and a credit card, the Partnership Card through John Lewis Finance.

‘Never Knowingly Undersold' has been a unique promise to our customers for over 75 years, on quality, ser vice and value.

Product Offering: Home & Garden, Furniture, Electricals, Women’s fashion, Men’s fashion, children’s fashion, Sport & Leisure, Gifts Made £123m* profit in 2019/20 which is 23% less than the previous year. This was driven by reduced profitability in John Lewis stores as more sales moved online.

(*profit includes Waitrose as well, figures not available separately, but it does show that John Lewis is the driver for declining profit)

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STRENGTHS

WEAKNESSES

• Wider product offering • Established business with strong community roots • Offers range of financial products • Known for “Quality” in both its own label offering and customer ser vices • One of the best loved brands among UK customers. JohnLewis recently topped a YouGov poll for the high street’s most recommended brand.

• Products can be found elsewhere easily.

• Customer profile is older and therefore the take up of online purchasing is lower.

Cannot reduce “bricks and mortar” stores meaning a lower profit margin overall.

• Lack of International presence.

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STRENGTHS

• Known for quality, Britishness, family and fun.

• Growing global presence.

• Wide product range.

• Unique designs, often with a twist, instantly recognisable as “Joules”.

• Strong online sales.

WEAKNESSES

• Key man risk (Tom Joule) • Post Brexit issues affecting global expansion plans • Lack of sustainable clothing ranges.

Urban Outfitters • Part of the URBN group which includes Anthropologie • Founded in 1970 in Pennsylvania, • Original location was across the street from the University of Pennsylvania • operates over 240 stores in the United States, Canada and Europe • Operates 30 stores in the UK – across all major cities • Targets young adults aged 18 to 28 • Product range: mix of on-trend women’s and men’s clothes, beauty, lingerie, swimwear, Homewear that includes bedding, tapestries, rugs, bathroom accessories and furniture.

• Known as a go-to destination for vinyl, record players and tech accessories.

• Sells a collection of handpicked vintage clothing known as Urban Renewal.

• Offer a UO rewards programme to create loyalty • Offers a UO Culture site that encourages loyalty and customer interaction • Strong Social Media presence: Facebook, Twitter, Instagram, Pinterest and Youtube.

• In 2018 Sales rose by approximately 9.3% year-over-year to reach approximately $4 billion. 2019 sales are expected to grow by at 3.5% to reach $4.1 billion* *Sales information only available at URBN group globally

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STRENGTHS

WEAKNESSES

• Global Company.

• Strong Social Media Presence.

• Showing sales growth globally.

• Loyaty programme • Known as a go-to destination for vinyl, record players and tech accessories.

• Located in all major cities and University cities in the UK – perfect for target market.

• Strong Eco Living collection.

• Weak in Eco friendy/sustainable clothing.

• sensitive to economic conditions that affect consumer spending.

• Rely heavily on ability to identify changes in fashion.

• Depends on effective marketing and high customer traffic.

Anthropologie • Part of the URBN group which includes Urban Outfitters • A boutique style shop aimed at sophisticated and contemporar y women aged 28 to 45 • First Anthropologie store opened in Wayne, Pennsylvania in 1992 • Anthropologie website launched in 1998 • First European Store opened in London in 2009 • Operates 16 stores in the UK • Product range: women’s clothing, accessories, beauty, Homewares and gifts.

• Sourced globally • nurture partnerships with established and upcoming artists • Operate a loyalty programme called AnthroPerks • Strong social media across Twitter, Instagram, Facebook and Pinterest • In 2018 Sales rose by approximately 9.3% year-over-year to reach approximately $4 billion. 2019 sales are expected to grow by at 3.5% to reach $4.1 billion* • *Sales information only available at URBN group globally

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STRENGTHS

• Global Company • Showing sales growth globally.

• Loyalty Programme • Unique products in the range – something ‘different’.

WEAKNESSES

• Small number of stores in t he UK – low UK market penetration.

• Sensitive to economic • conditions t hat af fect consumer spending.

• Weak in sustainable ranges across all sectors.

UK BR AND POSITIONING MAP HIGH FASHION

AMARA MAISON DE MONDE SELFRIDGES MADE THE WHITE COMPANY

WHISTLES MINT VELVET ZARA HOME ASOS HOME NEXT

LOW PRICE POINT

NEW LOOK HOME

JOHN LEWIS ANTHROPOLOGY

OLIVER BONAS &OTHER STORIES URBAN OUTFITTERS

ACCESSORIZE H&M HOME

MARKS & SPENCERS

HIGH PRICE POINT

NOT ON THE HIGHSTREET BODEN

CATH KIDSTON

L AURA ASHLEY

LOW FASHION

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JOULES

uk SWOT ANALYSIS

Despite Oliver Bonas being a successful brand in the UK, in order for it to operate successfully and profitable in the USA, the brand needs to analyse the weaknesses to fulfill the brands potential.

S TRE N GT HS

WE AKNE S S E S

• Available both online and instore.

• Diverse product range.

• Large social media presence.

• Clear understanding of the brands personality and branding .

• Designed within a small in house team • High street pricing but still high quality; easily accessible by a range of people.

• Multiple stores across London and in transport hubs; city centre train stations and luton airport.

• Collaborated with an upcoming film to promote ‘International Women’s day’.

• Offer an ‘Eco friendly’ range.

• Offer annual student discount.

• Limited stores across the countr y, mainly based in london.

• The colourful and vibrant designs might not be to ever yones taste.

• Don’t advertise in mainstream magazines or offline • Not specialising in one department • Do not use celebrities and influencers frequently to promote the brand.

OPPORTU NI T I E S • Expand into kitchen textiles.

• Expand stores to different parts of the countr y and UK. • Expand overseas worldwide to reduce pressure on UK. • Enhance offline marketing by featuring in magazines.

• Expand into menswear and kids wear.

• Create a sustainable clothing collection.

• Open a cafe in store of train stations and airport Ob shops.

“ WO R K H A R D , P L AY H A R D A N D B E K I N D ” OLIVER BONAS 26

S t re ng t hs

T HRE ATS • Department stores.

• Opting for more affordable competitors.

• Constantly evolving social media and the impact it has.

• Sustainable fashion collection and retailers.

• Oliver Bonas is available both online and in stores across the countr y, meaning the brand reaches a wide scope of customers resulting in making a larger profit. Being a multi channel retailer means customers have access to Oliver Bonas 24 hours a day which builds on the brands reach flexibility for the customers when purchasing.

• The homeware and lifestyle brand sell a diverse range of products covering a variety of different markets. Therefore, widening the brands target market, resulting in a potential increase of sales.

It also enables Oliver Bonas to create different customer connections.

• Oliver Bonas has a large social media presence using a range of social media platforms, such as: Instagram, Pinterest, Facebook and also itsr blog. This strong social media presence builds brand awareness and a personal connection between the brand and consumers, which contributes to customer loyalty. With the shift in consumer trends, having a strong online presence will maximise consumer engagement and sales. Oliver Bonas also interacts with its consumers by inviting them to ‘tag’ the brand in its instagram posts, which contributes to the building of a personal relationship between the customer and brand. According to, (AZAD, N., et al., 2014.) Brand loyalty is one of the most important factors influencing the success of retail stores.

• The personality of the brand is conveyed through the unique designs Oliver Bonas produce and sell. The customers have a clear understanding of who Oliver Bonas are due to the products being easily identified to the branding. Oliver Bonas are quirky and electric, which sets the brand apart from its competitors and creates a buzz. This aesthetic is portrayed through the brands social media pages and retail stores which captivates the customers.

• Oliver Bonas products are designed within a small team in house, this builds a personal connection between the consumer and brand as they have a clear understanding of where the products are being created. This is also a strength for the brand because of the efficient turnaround of the design process.

• The lifestyle brand, across each product type there is a huge variety of prices. Despite the price of products, each one is still of a high quality resulting in customers being more inclined to purchase and attracted to Oliver Bonas- creating more sales and brand awareness.

• Oliver Bonas have multiple stores in central London train stations and other city transport hubs across the countr y. This is a strength for the brand as increased passenger traffic over the past couple of years has led to a rise in footfall in shops (Berti A , 2018).

• Oliver Bonas collaborated with the film ‘Misbehaviour’ to create a campaign celebrating International Women’s day in 2020. This shows its customers that Oliver Bonas are an empowering brand that are keen to tackle social issues and promote a positive message, leading its customers to feel connected and essentially boost sales.

• As sustainability is becoming more important to consumers within the retail industr y it is crucial that brands respond to customers wants and needs. Oliver Bonas offer an ‘eco friendly’ collection of products and show transparency throughout the supply chain of the products, the brand also offers a blog post about “How to be More Eco Friendly”.

• Oliver Bonas offers a 10% student discount annually.

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We a k ne sse s

Op p o r tu n itie s ( 1)

• Oliver Bonas have limited chain stores, due to this the brand are not reaching as many potential customers as its competitors are.

• The quirky designs could be too ‘out there’ and vibrant for the ordinar y customer, this could limit the brands target market, therefore has implications on generating sales.

• Oliver Bonas do not advertise in mainstream magazines, due to the brand having its own catalog. Therefore, the brand is missing out on promotion opportunities and not maximising the amount of coverage they could gain.

• The brand doesn’t specialise in one product type, this could weaken the brands identity amongst customers, as Oliver Bonas doesn’t fit into one market.

• Oliver Bonas do not fully maximise the use of celebrities and influencers within its marketing plan. Therefore Oliver Bonas are not pushing the number of customers it reaches, resulting in not maximising the potential sales the brand could meet.

• Although Oliver Bonas currently offer a kitchen range, the brand doesn’t sell kitchen textiles and linen. There is a gap in the market for colourful, vibrant and uniquely designed kitchen linens- this could expand Oliver Bonas into a new market and engage more customers.

• Oliver Bonas could reach new customers by broadening the locations of the brands stores. The homeware brand currently features heavily in central London, expanding into other cities and major shopping centres within the UK could attract a wider range of customers and therefore generate more sales and build brand awareness.

• To mitigate the challenging retail economy in the UK Oliver Bonas could grow overseas business to reduce the reliance on the UK. In particular the USA where they currently offer an online business.

• To maximise opportunities, Oliver Bonas could enhance both offline and online promotions and maximise sales through featuring in mainstream fashion and lifestyle magazines to contribute an increase of brand awareness.

• The rise of social media enables Oliver Bonas to reach more and new customers worldwide instantly, potentially prompting an increase in sales and profits.

• As sustainability is becoming more apparent within society, Oliver Bonas could respond to this issue by turning the brand into 100% sustainable. As of April 2020, Oliver Bonas currently offer an ‘Eco Friendly’ collection.

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O ppo r t u ni t i e s (2 )

T hre at s

• Oliver Bonas could expand the beauty department of the brand into cosmetics and fragrance. OB currently sells makeup bags, skincare, bath and body products and home fragrances. Enlarging the market will open Oliver Bonas up to new customers, it would also set the brand apart from its competitors.

• There is also an opportunity for Oliver Bonas to expand on the fashion department into menswear and kidswear. Creating these collections will open a new target market. In conjunction to this, it will entice Oliver Bonas customers due to being able to shop for multiple family members seamlessly.

• Oliver Bonas currently have a majority of stores in train stations therefore a majority of customers could be waiting around. The brand could use this opportunity to open a cafe in stores located in train stations. Using the Oliver Bonas kitchenware and homeware the brand could sell food and drinks using the products, which will encourage consumers to purchase the products used. Opening a cafe would increase brand awareness and build a brand community.

• Department stores, such as; John Lewis, Debenhams and House of Fraser are all competitors of Oliver Bonas which have wider brand awareness due to the histor y and popularity of the stores. Customers may opt to shop in the department stores due to them being easily accessible across the countr y.

• Although Oliver Bonas are a high street brand, parts of the brands range are expensive. This could put consumers off as they choose to shop with one of Oliver Bonas competitors which may be more affordable • The rise of social media could be a threat to the brand if Oliver Bonas does not keep on top of its social media pages and online marketing. Social media is constantly evolving so it is important for brands to keep on top or else consumers could look to purchase from elsewhere.

• The want for sustainable clothing by consumers could be a threat to Oliver Bonas as the brand currently doesn’t offer sustainable and organic clothing. Consumers may opt for a sustainable clothing option and Oliver Bonas could lose customers and sales.

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UK TOW S ANALYSIS Strengths and Opportunities

Threats and Opportunities

• Expand into kitchen textiles and use its large social media presence to promote.

• Oliver Bonas could use influencer Zoella as an opportunity to collaborate with different influencers and celebrities.

• Use the rise of social media and the current ‘eco friendly’ range to promote new sustainable clothing collections and expand into menswear and kidswear.

• Oliver Bonas currently focus a lot of stores in transport hubs; train stations and luton airport. OB could create brochures to give out to passengers and feature its ads on billboards around the stations and airports to venture into more mainstream and offline marketing.

• Selling a diverse product range will minimise the threat of other competitors as it will keep customers engaged.

• Expanding the ‘eco friendly’ range into clothing to decrease the chances of customers choosing to shop at a sustainable clothing brand.

• Using the rise of social media to promote collaborations and social issues.

• Keeping product quality high to eliminate any competitors and keep customers loyal.

Threats and Weaknesses

Weaknesses and Opportunities

• To overcome the weakness of having limited stores, Oliver Bonas could expand to other parts across the UK and worldwide to reduce pressure and reliance on the limited UK stores. OB currently operates online in the US. • The lack of sustainable clothing within OB, expand into sustainable clothing collections for womenswear, menswear and kidswear.

• Enhance offline marketing by using more relevant influencers and celebrities- feature in magazines.

• Open a cafe instore at the train stations and airport OB stores, feature the brands own products.

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• Expand stores across the UK and worldwide to compete with competitors and increase brand awareness.

• Feature as a concessions in department stores to eliminate these as competitors.

• Create offline marketing campaigns to reduce the threat of over relying on social media.

• Introduce a sustainable clothing collection targeted at all age ranges • Use innovative ways to promote this sustainable collection.

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UK CONSUMER SEGMENTATION

Demographic

Geographic

The Oliver Bonas target consumer are working women aged 20 to 40 often in professional jobs, in the demographic ABC1.

Oliver Bonas stores are located in city centres near their competitors and also in main transport hubs in the UK which not only gives them a point of difference to their competitors but can attract higher footfall of a wider demographic.

Behavioural

Psychographic

A typical Oliver Bonas customer would have an interest in the latest home accessories and be keen to keep their house up to date with vibrant and funky but sophisticated designs. The average customer would be active on social media platforms and i nterested in the social issues Oliver Bonas celebrate and raise awareness for.

The Oliver Bonas consumer demonstrates an appreciation of high quality products combined with unique and often quirky designs. They buy into the the “Work Hard, Play Hard and Be Kind” brand value (Oliver Bonas, u.d)

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NAME: ANABEL SMITH AGE: 30 OCCUPATION: WORKS IN FASHION PR HOBBIES: ENJOY PAINTING AND ANYTHING ARTY! LOVES WALKING HER PUPPY AT WEEKENDS. SPENDS TIME LOOKING AROUND IN INDEPENDENT BOUTIWUES AND LOVES FINDING ONE OF A KIND PIECES. TAKES PRIDE IN DECORATING HER HOME- ALWAYS UP TO DATE. RESIDENCE: A SMALL APPARTMENT IN WEST LONDON.

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MARKETING MIX Visual merc handiisng and store layout

Product

Oliver Bonas follow an irregular shape with its merchandising which marks the customers in-store journey.

The stores aesthetic matches the quirky branding of Oliver Bonas products. The relation between the brands social media pages and stores is apparent through the layout and similar aesthetic it follows. The merchandising reflects Oliver Bonas’ belief: “Design has the power to positively affect how we feel”. (Oliver Bonas, n.d.) The products are carefully placed sporadically, mirroring the concept of organised mess, whilst also being divided up into different product sections and colour tones. The OB products are displayed similarly to the way they are captured through an Instagram photo, which helps bring the retail space to life. The colour tones of the store match the branding of products; pastel colour and patterns but still sophisticated. The consistent feel and aesthetic of Oliver Bonas across all its platforms are what makes the store experience most memorable to its customers.

Oliver Bonas sell a large variety of products, covering all categories, such as; homeware, gifts and accessories, women’s fashion, jeweller y and furniture. The brand is primarily known for its quirky and unique branding and has built up a reputation for its one of a kind designs. Oliver Bonas designed an ‘eco friendly’ collection filled with products and environmentally friendly gifts (Oliver Bonas, n.d.) The conscious collection is made up of food storage, homeware created with recycled materials and reusable straws all packaged sustainably.

Place Founded in England, in 1993 Oliver Bonas opened its first store on Fulham Road and has since expanded to nearly 80 stores across the countr y- many of which are located in London and transport hubs. In 2017, Oliver Bonas opened its first airport store at London Luton airport.

The lifestyle brand bypasses large city centres to avoid being overshadowed by bigger retailers. (Smith, n.d.). The Oliver Bonas headquarters are currently located in Chessington, Greater London. Despite Oliver Bonas’s growing success, the brand is yet to be present in other countries outside of the United Kingdom- although the brand does ship internationally. Oliver Bonas products are designed completely in- house to maintain the high level of attention to detail. The carefully designed products are available through the Oliver Bonas website, online via the “click to buy” on Instagram and in store which makes the brand and products more accessible to customers.

Pricing strategy

Oliver Bonas’s position as a high street retailer results in having a chosen a value based pricing strategy to follow. The lifestyle brand sells products within a large price range to continue to increase customer appeal.

Consumers are able to purchase novelty gifts for as little as £5.00 and luxur y goods for as much as £1,000. However the middle price point for the brand is between £40.00 to £70.00, Oliver Bonas are targeting middle class females who have a considerable amount of disposable income to spend. Oliver Bonas’s chosen pricing strategy and range allows the brand to stand out competitively amongst its competitors, it also encourages its consumers to buy into the brand with the low priced products. The pricing reflects the detail and quality of Oliver Bonas as a brand.

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Promotion Oliver Bonas uses online marketing. The lifestyle brand market itself across different social media platforms, such as: Instagram, Facebook, Twitter and Pinterest, to showcase the latest product lines and new season releases. The use of social media in marketing is essential for a brand as it enables authenticity and the building of brand awareness. Oliver Bonas display visuals on the platforms, which describes the personality resulting in customers having a better understanding of who the brand are. Oliver Bonas are innovative and use Pinterest as the main social media platform and this is suited to the brands target audience. The Oliver Bonas Pinterest account has over 1.7 million monthly visits (pinterest, n.d.) and over 300,000 Instagram followers (Instagram, n.d.). The Pinterest page is used primarily to showcase products rather than engage on a personal level with customers.

Oliver Bonas has its own blog which is available online through the website. The blog offers the customers discounts, updates, exclusive insights to behind the scenes, ‘day in the lives’ and previews of collections and ‘how to style’ sections. It is used as a promotional tool, in May 2019 the homeware brand used its blog to promote the opening of its new Edinburgh store and it featured images taken by customers. In 2018, Oliver Bonas published a blog post about the ‘OB X Wrap Magazine X Poppy Papercut’ collaboration.

This gave ‘behind the scenes’ information and a deeper insight into the making of the collection. In terms of marketing, giving exclusive and being transparent with customers will build loyalty and relationships, therefore engaging customers to continue shopping the brand and return for future purchases.

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Oliver Bonas have recognised the importance of influencer marketing and regularly collaborate with Zoella- a youtube and social media influencer who has a combination of over 10 million Instagram followers across her personal, business and lifestyle accounts. Oliver Bonas products are heavily featured in content across her blog, Instagram and Youtube. The use of celebrities help companies create their unique position in the marketplace and help influence a positive brand image and consumer buying intention (Min J et al 2019) The use of celebrities and social influencers is used in one of four advertisements in the US (FELIX, R. and BORGES, A., 2014.) Due to using Zoella as a key influencer, in 2018 Oliver Bonas featured in HELLO! Magazine (Best, 2018).

Threat of new entr y –LOW Threat of Substitutes – HIGH

Sourcing of OB products is global making them rare and often unique In house team designs one off unique designs.

OB has Online and Instore presence Strategic presence of stores in transport hubs attracts higher footfall.

Many alternatives in fashion and homeware.

Diverse product range – increases competitors.

Quirky designs could limit appeal Limited chain stores against main competitors means it could be easier to buy from them

Competitive Rivalr y 2 strong competitors with similar product ranges( UO and Anthropologie) – HIGH Unique positioning of stores in transport hubs acquiring passing trade - LOW

PORTERS 5 FORCES

Supplier Power –LOW

Buyer Power – HIGH

Diverse product range means wide variety of suppliers.

Many designed in-house so reduced influence of external suppliers.

Many alternatives in fashion and homeware .

Two strong competitors – UO and Anthropology – with quirky product ranges.

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WHERE SHOULD OLIVER BON AS GO?

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USA MARKET HEALTH Homeware Market

Online Shopping

• US Homeware and furniture market health; 2020 estimated revenue- 48,087 billion USD. 2019; 44.483 billion USD.

BR AND VISION AND OBJEC TIVES The brand vision is to have design at the core of the business and to design products using fresh thinking to curate unique designs influenced by the cultural upbringing of the founder. Oliver Bonas believes kindness is at the heart of the brand and its values.

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• Retail e-commerce sales worldwide are forecast to more than double between 2018 and 2023, surpassing 6.5 trillion U.S. dollars in 2023. (Clement, 2019.)

• 21% of total market revenue will be generated through online sales by 2024.

Of fline Shopping

• Revenue is expected to show an annual growth rate (CAGR 20202024) of 4.3%, resulting in a market volume of US$56,835m by 2024.

• Consumer spending, on whole, is more than $13 trillion, making up around 70% of the American GDP (Davis, 2020) • According to, Ajamian (2019) took a sur vey and consumers would rather shop in-store than online.

Fashion Market • Revenue in the Fashion segment amounts to US$123,736m in 2020. (CAGR 2020-2024). In the Fashion segment, 34% of total market revenue will be generated through online sales by 2024.

42%

24%

USA shoppers prefer in-store shopping.

USA shoppers prefer online shopping.

34%

27.1% 12.9% 53.4%

USA shoppers say it depends on t he instore experience.

Spend t heir income on clot hing and apparel.

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Spend t heir income on home furnishings.

USA shoppers soend between $50-$250 per shopping trip.

USA SWOT ANALYSIS Strengt hs

Weaknesses

• OB are currently available to its US shoppers via its online site, therefore the brand already has a presence in the US. • Oliver Bonas sell a wide variety of products meaning therefore a wider pointo entr y into the US market.

• Oliver Bonas have a well established social media presence, with over 300,000 Instagram followers Social Media is global therefore easier to raise brand awareness in the US. • The lifestyle brand has worked with Zoella in the past, who has a beauty and lifestyle range. According to its instagram account @Zoella (Instagram, 2016) was available to US customers via American Eagle and Tillys in store. This is an advantage for Oliver Bonas because potential new US customers may be inclined to buy into the brand knowing Zoella has worked/ uses Oliver Bonas products too.

• Targeting a younger market as well encourages brand loyalty earlier

• Investment in the US may not pay off • The limited stores and pop up shops reduces the reach to potential customers.

• The quirky designs could be too ‘out there’ and vibrant for many therefore could limit the brands target market.

• The brand doesn’t specialise in one product type, this could weaken the brands identity amongst customers, as Oliver Bonas doesn’t fit into one market.

Oppor tunities

Weaknesses

• Increased sales from the US market.

• Increased sales from an expanded target market.

• Expand the sustainable clothing range.

• Customers may choose to shop at competitors due to them being more accessible on the “high street”.

• The rise of social media could be a threat if Oliver Bonas does not keep on top of its social media pages and online marketing. Social media is constantly evolving so it is important for brands to keep on top or else consumers could look to purchase from elsewhere.

• The want for sustainable clothing by consumers could be a threat to Oliver Bonas as the brand currently doesn’t offer sustainable and organic clothing. onsumers may opt for a sustainable clothing option and Oliver Bonas could lose customers and sales.

Oliver Bonas need to consider each of the four SWOT components when planning the launch into the USA , these four areas are crucial parts of the planning strategy process, they provide OB with a vision of what to prioritise to ensure success.

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USA TOWS ANALYSIS Strengt hs and Oppor tunities

Weaknesses and Oppor tunities

• Already online which could boost the overall sales in the US, both in store and online.

• Wide product range means there is more chance to meet new customers and increase sales.

• OB have a strong online presence, use this to collaborate with influencers.

• Use US influencers to ensure stores reach the new US customers.

• Expand and enhance the OB sustainable collections to maximise the amount of customers it reaches and strengthen the brands identity.

• Using influencers could boost sales and ensure the US investment pays off.

Strengt hs and Threats

Threats and Weaknesses

• Using the brands well established social media pages and online presence to eliminate the chance of not keeping on top of social media trends and therefore losing touch with customers.

• OB have a wide mix of products available, this should eliminate the threat of other competitors on the US high street.

• Having previous connections to social media influencers, such as Zoella. Results in OB being familiar with the rise and impact social media has on brands.

• The strong online presence could be used to promote a potential sustainable collection.

• Expanding the target market in the US could encourage the opportunity of enlarging the clothing collections.

• Use the rise of social media to drive sales and engage US customers to ensure the investment into the US pays off.

• Differential online pricing on the US site • Expand the US sustainable collection, include a variety of eco friendly products and sustainable clothing, target the new US market.

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USA PESTLE ANALYSIS The political uncertainty in the United Kingdom surrounding Brexit will cause challenges for expansion into the US Market.

Political

Economical

With the UK’s trade relationship with Europe changing they could develop a close trade relationship with the US but at this time uncertainty surrounds trading terms, tax barriers and charges. If these are not as favourable as they could be Oliver Bonas’s US sales may not be as profitable.The strength of the British pound may suffer as a result of Brexit trade negotiations and therefore may be worth less against the US dollar meaning exports are not as attractive.

Oliver Bonas will be affected by the health of the US economy and retail spending. The US Fashion market has an estimated Revenue in the Fashion segment amounts to US$123,736m in 2020. (Stastisa, n.d) Similarly the US Homeware and furniture market is showing an estimated revenue for 2020 48,087 billion USD which is a growth from 44.483 billion USD in 2019 (Statista, nd.)

This is a good time economically in the US for Oliver Bonas to expand here.

Tec hnological

Oliver Bonas already has an online presence in the US which has enabled the UK based retailer to target the US market. According to (Smith, n.d.), Oliver Bonas in the UK is responding to the change in retail and digitising the business and in store shopping experience by investing in in-store tablets and allowing customers to connect to the stores wifi hotspots. This will also be done in the US when the stores are launched.

The development of a mobile app will further technological opportunities in the US.

Legal

Oliver Bonas must stay legal and follow the local laws of trading in the US as well as export tax restrictions, regulated tax restrictions and inflation costs.

Social

As in the UK an environmental factor affecting Oliver Bonas is the rise of eco- friendly fashion and sustainability. The transparency of their supply chain and sustainable products Oliver Bonas sell, could go in the brands favor in the US as customers would stay loyal due to the brand addressing the production process. Oliver Bonas must, as in the UK, use recycled content for all packaging and commit to zero waste to landfill in the US

Similarly to the UK , the US is heavily influenced by social media and social issues being tackled by fashion and lifestyle brands earns brand loyalty amongst its customers.

Social

The popularity of online shopping is increasing in the US as well as the UK. Retail e-commerce sales worldwide are forecast to more than double between 2018 and 2023, surpassing 6.5 trillion U.S. dollars in 2023. (Clement, 2019.). In addition to purchasing, website are a source of information to enable customers to make informed purchases. In 2018, a sur vey took place in the US to discover consumers' online shopping habits. Over 992 responded and were all 18 years and over. The statistics show that 91% stated they research products online and read reviews to get the best deal possible.(Statista, n.d.) But in the US brick and mortar stores still have a place which is why Oliver Bonas are expanding into physical stores in the US. According to a sur vey in 2019 consumers would rather shop in-store than online with71 percent of shoppers spending more per visit in-store than online.Ajamian (2019)

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USA BR AND POSITIONING MAP HIGH FASHION

AMARA

OLIVER BONAS NE W TARG E T M ARK E T U. S

Sophia Row 19 year old, student at USC. Avid social media user. Loves spending time with friends. Constantly re arranging her room and enjoys filling it with quirky items. enjoys buying unique and personalised gifts for friends as she believes it means more.

USA TARGET MARKET

KATE SPADE ANTHROPOLOGY OLIVER BONAS ASOS HOME

LOW PRICE POINT

MACEYS

&OTHER STORIES URBAN OUTFITTERS

HIGH PRICE POINT

FREE PEOPLE CATH KIDSTON

Oliver Bonas will primarily target the same audience as the brand does in the UK. However, as an opportunity to boost sales, Oliver Bonas will also target a younger audience. In the U.S. alone there are 80 million millennials, making them larger than any other demographic in the countr y. (Speier, 2016). This will allow OB to attract customers early which would contribute to the longterm value of the brand.

OLIVER BONAS E X I S T I N G TA R K E T M A R K E T U. S BATH, BED & BEYOND

NORDSTROM

Rain Parker 42, mum of two, housewife.

Takes pride of her home, reads fashion magazines, loves one of a kind finds and loves thrift shopping to find vintage hone accessories. Lives in New York.

Spend time going for coffee with friends, keeping up to date with the new fashion trends. Used to work for a small boutique in the city. Enjoys the finer things in life.

WAYFAIR

LOW FASHION

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Anthropologie • • • • • • • • • • •

uSA COMPETITOR ANALYSIS

Part of the URBN group which includes Urban Outfitters A boutique style shop aimed at sophisticated and contemporar y women aged 28 to 45.

First Anthropologie store opened in Wayne,Pennsylvania in 1992 Anthropologie website launched in 1998 Operates 200 stores in the US Product range: women’s clothing, accessories, beauty, Homewares and gifts.

Sourced globally Nurture partnerships with established and upcoming artists Operate a loyalty programme called AnthroPerks Strong social media across Twitter, Instagram,Facebook and Pinterest In 2018 Sales rose by approximately 9.3% year-over-year to reach approximately $4 billion. 2019 sales are expected to grow by at 3.5% to reach $4.1 billion*

Urban Outfitters

*Salesinformation only available at URBN group globally

• • • • • • •

Kate Spade

• • • • • • •

Part of the URBN group which includes Anthropologie Founded in 1970 in Pennsylvania, Original location was across the street from the University of Pennsylvania Operates over 240 stores in the United States, Canada and Europe Operates 177 stores in the US– across all major cities targets young adults aged 18 to 28 Product range: mix of on-trend women’s and men’s clothes, beauty, lingerie, swimwear, Homewear that includes bedding, tapestries, rugs, bathroom accessories and furniture.

Known as a go-to destination for vinyl, record players and tech accessories.

Sells a collection of handpicked vintage clothing known as Urban Renewal.

Offer a UO rewards programme to create loyalty Offers a UO Culture site that encourages loyalty and customer interaction Strong Social Media presence: Facebook, Twitter,Instagram, Pinterest and Youtube.

In 2018 Sales rose by approximately 9.3% year-over-year to reach approximately $4 billion. 2019 sales are expected to grow by at 3.5% to reach $4.1 billion*

*Sales information only available at URBN group globally

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• • • • • • •

Launched in 1993 with 6 handbags Today a global life and style house Product range: Clothes, shoes, jeweller y, home décor and tech accessories Sold in 2017 and now part of Tapestr y Inc Known for its modern sophisticated colours, thoughtful details and integrated signature mark.

Worth $2.4 billion in 2018 (Langone, 2018) Has 140 retail shops and outlet stores across the US

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ANSOFF MATRIX NEW PRODUCT

EXISTING PRODUCT

• Part of the URBN group which includes Urban Outfitters and Anthropologie • Targets “20 –something year old women” with vibrant handmade clothing • Bohemian apparel and lifestyle retail company selling Woman’s clothing, accessories, shoes, intimates and swimwear.

• Does not have homeware range • 136 boutiques in USA and Canada plus some lines selling in 1,400 speciality stores including Nordstom and Bloomingdales

EXISTING MARKET

Free People Market Penetration

Market Development

• Continue to open more stores in the UK city centres • Increase market share of the brand • Increase social media interaction by creating an OB Community area on the website • Use celebrity endorsement and influencers.

• Develop existing Us market from its online base into physical stores • Offer the same product range to the US as the UK • Increase social media use to target a younger “college” demographic

Product Development

Diversif ication

• Increase the eco-friendly range • Develop a range of Kitchen Textiles & Linen

• Diversify into cafes ( using OB lifestyle ranges) at the shops in main transport hubs in the US.

• Launched in 2010.

• One stop styling destination filled with collections from three design ateliers in Paris, Stockholm and Los Angeles.

• Owned by H&M Group.

• Product range: Woman’s clothing, Shoes, bags, accessories, Jeweller y, Lingerie, swimwear and beauty.

• Does not have homeware range.

• 6 stores across the US. • Available globally online.

NEW MARKET

&Ot herStories

The Ansoff matrix has helped to inform which USA penetration strategy Oliver Bonas should take into the US. As they already have a small online customer base in the USA , Market Development is the safest option for them. OB should promote themselves as a lifestyle brand offering unique designs by focusing on their existing range and simultaniously target a younger demographic to reduce financial risk.

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Threat of new entr y –LOW Threat of Substitutes – HIGH

Sourcing of OB products is global making them rare and often unique - LOW In house team designs one off unique designs - LOW OB has established US Online presence and customer base - LOW

Many alternatives in fashion and homeware in US HIGH Diverse product range – increases competitors - HIGH Quirky designs could limit appeal - HIGH Limited chain stores against main competitors means far easier to shop from them - HIGH

Competitive Rivalr y 3 strong competitors with similar product ranges( UO, Anthropology, Free People) – HIGH Not as firmly established in the US – lack of customer loyalty versus Competitors – HIGH

Buyer Power – HIGH

PORTERS 5 FORCES USA

H OW IS OL IV E R BO N AS G OIN G TO G E T T H E RE ?

Supplier Power –LOW

Many alternatives in fashion and homeware - HIGH Three strong competitors – UO, Anthropology, Free People – with quirky product ranges - HIGH

Diverse product range means wide variety of suppliers - LOW Many designed in-house so reduced influence of external suppliers - LOW

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MARKET ENTR ANCE STR ATEGY Oliver Bonas already has an online presence in the US via https://www.oliverbonas.com/us/ therefore the lifestyle brand will enhance their current position in the US by opening dedicated Oliver Bonas stores strategically. This will allow Oliver Bonas to utilise its current position in the US to its advantage.

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US MARKETING MIX FOR OLIVER BONAS Product

Place

Price

Visual Merc handisng and Store Layout

OLIVER BON AS WILL TARGET THREE MAIN AREAS IN THE US:

In the US, Oliver Bonas will use the same pricing strategy as it does currently in the UK. The lifestyle brand follows a high end pricing strategy, despite being a high street retailer.

Oliver Bonas covers a large price variety, including novelty items for as little as $5.00 and luxur y items for as much as $1,000. The chosen pricing strategy enables Oliver Bonas to be able to stand out in the US market and amongst its competitors. Oliver The lower priced products will feature more prominently in its Campus based popups to entice prospectus customers to buy into the brand and become an avid customer.

The Oliver Bonas stores will follow an identical layout and aesthetic as they do currently in the UK. Ever y store has the same feel and branding to make customers remember Oliver Bonas.The stores in the US will describe who Oliver Bonas are to its customers through the merchandising of the stores, the colours chosen represent the brand and the irregular shape to the layout marks the customers journey. The Oliver Bonas aesthetic will be familiar to US customers because of the website which is already available in the United States.

• A ccording to Business Insider, American malls are dying out (Hanbur y, 2019) due to department stores such as Maceys and Suisse taking up large retail spaces and driving footfall traffic. 20-25% of malls will close by 2022 (susse, 2017). Due to the decline in shopping malls, Oliver Bonas will feature in main US shopping districts across the countries. Oliver Bonas will initially trial a store on Fifth Avenue in New York City, this is because the key competitors for OB all have stores there. Fifth Avenue is a famous street known especially for its shopping.

Oliver Bonas will sell products with the same unique style as is available in the UK currently, this is due to the success of the products. The brand is broken down into different product types: homeware, womens fashion, gifting, furniture and accessories- all of which are uniquely designed and packages. All products will be available to US customers in stores across the countr y and online through its website: www.oliverbonas.com.

The core purpose of the products is that they reflect the brands explorator y spirit and fresh thinking. All products will be designed the same way as in the UK. Also available in the US, will be the eco- friendly Oliver Bonas collection which is created with the environment in mind.

• Oliver Bonas will trial pop up shops at Columbia and New York Universities to attract the new target market. College campuses are the centre of student life which is why it’s the perfect destination for Oliver Bonas to captivate the younger market. Once these pop up shops have been tried, Oliver Bonas could expand into student city destinations for a permanent store location.

• O liver Bonas will also trial Popup stores in Grand Central station and New York Pen station as these generate the most annual entries across the whole of the countr y, Oliver Bonas are known for having stores in transport hubs across the UK, this has been a successful move for the brand due to the rapid increase of passenger traffic leading to increased footfall. 26% of primar y research respondents were familiar with the brand from transport hubs. A café, using Oliver Bonas Homewares, will be trialled in Grand Central as part of the Popup.

• O liver Bonas will still be available in the US online through its website; www.oliverbonas.com and products will be available for click

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• • • • •

Fashion: $25.00-$85.00 Homeware: $4.00- $545.00 Jewellr y: $4.38- $85.00 Accessories: $4.50- $120.00 Furniture: $12.00- $895.00

CU RRE NT U K S TORE L AYOU T, U S S TORE S WI LL F OLLOW SAM E CON CE PT AND M E RC HANDSI N G .

Collected from the Oliver Bonas website, these price ranges show the huge variety the brand offers its customers. My primar y research shows over 82% of respondents would spend between £10 and £50 ($12 to $62) on a gift for family or friends so offering plenty of choice to entice new shoppers in.

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Promotion

Promotion: Social Media

For the launch of Oliver Bonas in the US the brand will promote themselves as follows:

Oliver Bonas will use social media as its predominant form of online marketing. Social media has led to a culture of active engagement, immediate access to anyone and for anything and constant communication (Kaushik, 2012).

• Launch an OB community through its US website based around Oliver Bonus Hits The US to target existing customers and encourage loyalty. Exclusive discounts and in store offers will feature heavily.

• Use social media to announce and publicise the launch of Oliver Bonas into the US- using hashtags to engage customers. Hold giveaways and competitions to entice US customers into purchasing and becoming a part of the brand.

• Using influencers to visit stores once opened to take part in workshops, do a influencer take over on the OB social media accounts- integrate followers and start a discussion • Using offline marketing methods such as Billboard advertising and Lifestyle magazine advertising.

• Using the pop up shop technique to feature OB pop ups across college campuses- to attract college students into purchasing into the brand.

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OB currently have over 300,000 Instagram followers, meaning the brand is in a favourable spot for entering the US due to its large following. Primar y research showed over 58% gain style inspiration from social media Oliver Bonas will use a campaign on social media to interact with its new customers, using the hashtag #OliverBonasHitsTheUS.

Promotion: Online met hods Other online methods used to communicate with US customers will be; • Display Advertising: will benefit OB due to clickable adverts featuring on third party sites, which will drive Oliver Bonas’s website traffic.

• Search Engine Marketing: will build brand awareness as Oliver Bonas will be linked to search engine words such as; homeware, eco friendly, fashion and wellbeing .

The lifestyle brand will use the US site to advertise new OB store openings and promote its social media pages using the strapline Oliver Bonus Hits The US.

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#OliverBonasHitsTheUS.

USE T H E H ASH TAG ON OUR SOC I AL M EDI A PAG ES CLIC K HERE TO FIND OUT IF A OB S TORE IS COMIN G TO A S TATE NEAR YOU...

Promotion: Of fline marketing

Olivia Jade 1.3 million followers

Promotion: Influencers To target the new younger market Oliver Bonas will use two key US social media influencers, as over 53% of primar y research respondents were persuaded to purchase by Influencers.

OB will use 2 main forms of print advertising because it reaches a wide audience and different generations.

• Olivia Jade: Is 20 years old and has over 3 million followers on YouTube and Instagram. Olivia is currently a college student at the University of Southern California. Oliver Bonas will work collaboratively with her and use her college status to promote the lifestyle brand and showcase OB home furnishing products through her dorm room.

• Maddie Ziegler: The 17 year old has 3.61 Youtube subscribers and over 13 million Instagram followers. Her audience is mixed globall, but predominantly in the United States.

The followers tend to be young adult females, which is why Oliver Bonas would work with her. Maddie's aesthetic matches the Oliver Bonas identity, especially the dainty jeweller y the brand sells. Oliver Bonas sells wellbeing products which relate to Maddie and her followers.

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Currently in the UK, Oliver Bonas offers limited offline marketing to its customers. Through research findings 42% of US customers prefer in store and 24% prefer online shopping whilst 34% of customers in the US find it depends on the store experience- according to a sur vey conducted by Ajamian (2019).

From the statistics, it is evident that Oliver Bonas needs to market offline in the US to ensure it reaches all types of customers.

• Advertisements on billboards are noticed more and have a longer life. Competition is less fierce than online advertising as it is the cheapest and easiest way to communicate with customers. Research also found that Customers trust print ads 34% more than trusting search engine ads (Media, 2019).

• Oliver Bonas’s billboard advertising campaign will utilise locations in the proposed areas as the new stores and pop up shops ensuring customers link the two together and shop whilst the brand is fresh in their minds.

Maddie Ziegler 13.6 million followers.

• US Lifestyle Magazine Advertisments: featuring Oliver Bonus Hits The US, latest collections and campaigns to help attract new customers and gain brand awareness.

• The following US lifestyle magazines target the OB customer: Southern Living, Bazaar, GQ, The New Yorker, Cosmopolitan and People

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US MARKETING TIMELINE

Phase 3:

Phase 1: • Launch the OB Community through the US website - Oliver Bonas Hits the US • Start search engine marketing Phase 2: • • • • •

• Transport hub Pop up shops to open in Grand Central Station and New York Penn Station in the beginning of November in time to catch the Thanksgiving holiday travellers. Cafe trial in Grand Central • Social media campaigns to highlight the transport hub shops, use of influencers • Billboard advertising in local area • Clickable adverts on 3rd party sites • Influencers to visit stores Phase 4:

Pop up shops in the “Fall” on Columbia and New York Universities Social media campaigns to highlight the pop up shops, use of influencers Billboard advertising in local area Clickable adverts on 3rd party sites Launch click and collect to encourage customers put off by ordering from the UK.

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• Trail store on 5th Avenue - spring launch in time for new season fashion and homewares • Lifestyle magazine advertisements for launch • Social media campaigns to highlight the transport hub shops, use of influencers • Billboard advertising in local area • Clickable adverts on 3rd party sites • Influencers to visit stores

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CONCLUSION In conclusion Oliver Bonas are using their existing US online customer base as a foothold into the market. Using four phases of launch, including the previous successful strategy of locating in transport hubs, enables Oliver Bonas to build awareness, create customer loyalty and establish themselves as a lifestyle brand with unique designs in a safe and cost effective way. It allows the brand to measure their success and adjust their plan before launching stores immediately.

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APPENDIX: SURVEY 1 (ON MARKET RESEARC H, Q1-10)

APPENDIX: SURVEY 2 (RETAIL ENVIRONMENT UK USA , Q1-10)

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