Contents proposal brand identity brand touchpoints market industry research personalisation macro & MICRo environment competitors matter matters shrimps brand positioning consumers media objectives digital & social media marketing pr guerrilla marketing conclusion list of illustrations Bibliography Appendices
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1
The focus of this report is to analyze the current gap in the market for the new customisable accessories bag brand, Pomple. The report aims to create a proposal for marketing and contemporary promotional strategies aimed at increasing brand equity and awareness of accessories brand, Pomple. A detailed review and analysis of consumer, current competitors and suggestions of future opportunities will be evidenced using primary and secondary research in the form of potential consumer surveys, Mintel statistics and marketing theory examples. This report references and is an updated progression of Rachael Taylor’s Pomple Business Plan, submitted on Friday 8th January 2016 at 12:00pm at The Arts University Bournemouth.
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As previously determined in a business plan, Pomple is a British contemporary, functional and playful new accessories brand, based in London. Progression of this proposal includes its new unique selling points which present its consumers and accessories market with a bold and quirky alternative to current competing brands. Pomple offers its consumers the opportunity to purchase ready-made desi ns or to personalise their o n ba in the Per e t your Pomple’ se tion of the webpage, this feature allows consumers the freedom and control to make their Pomple bag perfect for them. Extra add-ons and a mix of materials means their bag is individual to them and their preferred style. This control over design when purchasing different sizes, colours and abri ations, allo s the onsumer to ma e the ba ’s un tional purpose suited to them. This features allows the consumer to decide whether their selection could be an evening bag, clutch or day and work bag.
As an accessories start up business, Pomple also showcases a collection of phone cases and digitally printed silk scarves, all with original Pomple prints. With concept, print design, styling and overall aesthetic inspired by the Memphis esi n movement rom the 1 80’s, Pomple’s brand ethos supports diversity and the movement’s idea o anti desi n and rule breaking trends. The brand injects an element of fun into the mass produced a essories industry. Pomple’s irst collection features a post – modernist interpretation of the traditional handbag, using block colours and unusual materials su h as neoprene and Astrotur . Pomple’s choice of concept design based on Memphis design is inspired by current trends linking to the patterns and prints expected to be popular.
figure 3 Pomple brand onion
e eren in arriet Posner’s ANSOFF Matrix as a way of discovering potential future opportunities for growth of Pomple. The areas the theory explores includes Market penetration, Market development, Product development and Diversification. Pomple is able to establish whether the brand can sell the same product to a new market, creating new products in the same market or altogether creating new products for a new market. See appendix image one.
BRAND Pomple uses an online website in as their touch point for purchases with future aspirations of selling in a bricks and mortar store in the UK, then eventually internationally. Pomple has situated its price point of products below high end luxury but above low end supermarket and high street brands. Its prices range between £120 to £180 for its main collection of bags, establishing a credible status. By setting a relatively affordable yet high price point, this supports its desirability as brand. The concept of customisation adds value to the product and moves away from ideas of fast and throwaway fashion. The target market of Pomple proves to have disposable income and a want for personalised product. The current price point of its first collection has been determined by its use of materials, time taken to manufacture, brand identity and competitors. Primary research conducted in the form of a survey suggests that a figure between £150 £200 is a realistic price consumers would be willing to pay.
Pomple has situated its price point of products below luxury but above high street brands, establishing a credible status. By setting a relatively affordable yet high price, this supports its desirability. The concept of customisation adds value to the product and moves away from ideas of fast and throwaway fashion. The target market of Pomple proves to have disposable income and a want for personalised product. The current price point of its first collection has been determined by its use of materials, time taken to manufacture, brand identity and competitors. Primary research conducted in the form of a survey suggests that a figure between £150 £200 is a realistic price consumers would be willing to pay. Pomple could look at selling its products on a platform such as ASOS market place do to its niche appeal and similar price point. Below is a price architure figure showing Pomples place in the mar et o a essories, re eren ed rom arriet Posner’s theory.
PRICE ARCHITECTURE top-price product premium-price p r o d u c t mid-price product Lowest-price product
figure 4 Pomple Price architecture
POMPLE
Figure 5 shows an e ample o Pomple’s brand touch points once it has established its own bricks and mortar store. Referenced rom arriet Posner’s Fashion Marketing.
Touch points for Pomple are important in keeping the consumer connected to the brand and acts as the interaction between consumers and stakeholders to communicate brand messages, identity and values. As a predominantly online brand, Pomple in the future aims to create a UK bricks and mortar store to sell products. This creates further touch points for the brand to interact with its consumers.
By creating a brand book for Pomple it clearly states the particular elements that the consumer will connect with through the website, social media, packaging, product and advertising. These include the logo of the brand, typography, colour palette, ethos and tone of voice of Pomple. All of these aspects enforce the brands identity, allowing the consumer to identify the brand through colour or typography without seeing the brand name. See Pomple Brand book.
figure 5 Pomple brand touchpoints
As researched from Mintel statistics, the accessories industry is incredibly saturated with handbags accounting for the largest share of the market. The sale of handbags account for approximately 50% of the entire market, however recent sales for luxury bags have slowed in the past year as consumers are opting for mid range priced labels due to current trends. It was estimated that the market grew only by 3.4% in 2015 to £2.7 billion, as the slowdown in luxury goods impacted sales. Suggesting that a more affordable lu ury is best suited in the urrent mar et. A ordin to intel’s 201 report, the average amount spent on a handbag in the previous year was £76, due to the shift in demand for mid-priced products over top-end designer. Mintel shows that in the past year, 51% of women have purchased a handbag. The online purchasing of accessories has increased significantly in the past two years, with 60% of shoppers buying online. Primary research conducted in the form of a survey suggests that females aged between 18 – 25, in full time work purchase a new bag once every 6 months. The fashion accessories industry has benefitted greatly from being easier to purchase online that clothes due to issues around fit and sizing leading to high rates in returns.
Market Industry Research Being a saturated market, the accessories industry has an increased in competition for brands, with independent accessories brands fighting for customer loyalty from high end luxury brands releasing lines of handbags, jewellery and perfumes as touch points for consumers aspiring to connect to the luxury fashion market.
Personalisation in the fashion industry has increased in demand, with consumers wanting their products to be personal to them. The demand for personalisation of accessories amongst 25-34 year olds has risen with 56% of shoppers in this age group interested in this service being offered. Brands are beginning to understand the importance of personalisation in the retail sector with personalisation allowing brands to add value to product. The concept of mass production and throwaway fashion has declined in appeal for consumers with many wanting products that offer an aspect of sentiment, this can be achieved through p e r s o n a l i s a t i o n . intel report’s sho that 2 o handbag shoppers agree that size is the most important factor to consider when purchasing a new bag. There is a scope for more retailers to offer customisable options for handbags making them more multipurpose. By offering additional sections or pockets that could be added or removed depending on the occasion, allows day bags to become evening bags. Other elements of customisation seen in the current market includes personalised choice of colour, used by Nike Sneakers or embossing of initials and personal messages, by The Cambridge Satchel Company.
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After carrying out a consumer survey the results show that 94% of potential consumers would be interested in purchasing a customizable bag, which allows the purchaser to choose fabrication and sizing. Suggesting that the concept of customization in accessories would be successful in practice.
The macro environment surrounding Pomple are all aspects that the business cannot control, these include political, economical, social, technological, environmental and legal factors locally and globally. When running as a business Pomple would need to work around potential threats.
macro
environment
The micro environment of Pomple includes all elements of the brand which is controlled by the business, these include its consumer market, suppliers, competitors and means of distribution of product. By being able to control these aspects of the business Pomple can choose its products and marketing to tailor its target consumers and successfully compete against its competitors.
micro
environment
figure 7 Figure 7 is a SWOT analysis of Pomple, identifying its strengths, weaknesses, opportunities and threats to the brand.
competitors As a highly saturated industry the accessories market, in particular bags has many competitors all often fighting for the pound of the same consumer. In order to set competitors apart from each other distinct unique selling points are needed in attracting the valuable consumer. After researching potential competitors for Pomple, there appears to be no direct competitor but instead a number of indirect competitors, all sharin small se ments o the brand’s identity ithout learly sho in a threat. These elements of similarity include aspects of ethos, aesthetic and product design. This results in a clear opportunity in the market for Pomple. In order to be a successful brand Pomple must offer a full produ t, servi e or ethos, hi h another brand doesn’t dire tly over, alon ith the onsumer demand or this. As sho n in the primary research of a survey, there is a demand for a customisable bag brand, hi h be ore Pomple did not e ist. As a ne business Pomple has a disadvanta e a ainst its lar er and more established ompetitors. Alon ith dire t ba brand ompetition, the consumers of Pomple are likely to shop in the High street shops also o erin a essory produ ts or a more ompetitive pri e, e amples ould in lude ara, iver sland, A , Topshop and ebenhams. ther ompetitors ould in lude raduate desi ners ith similar lin s in aestheti , startin ne businesses in the a essories industry. As both Pomple and re ent raduates have little or no brand a areness and brand loyalty ith stron interests in attra tin the attention o the same potential consumers.
competitors
c o m p e t i t o r
matter
matters
Matter Matters is a luxury and lifestyle brand based in Hong Kong but was initiated in London. They aim to create bold and graphical, high quality accessories which include bags, wallets, watches and jewellery. With design inspiration taken from similar concepts to Pomple such as postmodernism, art deco, Memphis design and mod ulture. atter atter’s is not a dire t ompetitor, ho ever they share the same inspiration for concept and product design for accessories, linking their aesthetics.
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Matter
matters
swot
figure 11 hrimp’s is a ashion brand based in ondon and established by desi ner annah eiland in 201 . eiland ta es her inspiration rom modern art, reatin itty embroidered hara ters. The brand has a distin t identity sho n throu h their produ ts and use o au ur and embellishment. hrimps is no n or it’s out ear but also o ers a essories and ready to ear olle tions.
SHRIMPS
b
r a n d p o s i t i o n i n g To define the brands position against competitors in the market, a Brand Positioning map is used to determine which brand and products will compete. Along with determining which compete directly in regards to price and popularity and decide whether or not the brand needs repositioning. e eren in arriet Posner’s Brand positionin map as a starting point, above is a Brand positioning map which features price, popularity and comparison of similarity is aesthetic.
figure 10 brand positioning map
matter matters S h r i m p s
P O M P L E
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In order to successfully sell product a business needs to understand fully its consumers and their needs. Allowing the brand to position its offers to appeal to the selected target market. The current target demographic for Pomple, are females aged between 18 and 30 with a disposable income and an interest in innovative and quirky accessories. Categorising the target market as Generation Y, known to be highly technological. However, Pomple does not limit itself to this age and gender bracket, supporting diversity through age, ethnicity, gender and size. Geographically the consumers of Pomple would live in the UK due to the UK only shipping currently available. The market segment, which Pomple aims to target, can be stereotyped as the working city girl, looking for style and day-to-day function in a handbag.
“There is a strong correlation between brand and consumer identity. Consumers are likely to connect with brands that affirm their personal viewpoint and ideas.” David Delfin - 2006
Usin the ormat o ilm, a short lip demonstrates ho Pomple’s onsumer would potentially be, capturing their personality and appearance. Pomple’s ethos and aestheti re le ts to be play ul and uir y, hara teristi s Pomple consumers could personally relate to. See USB stick for link to video. https://www.youtube.com/watch?v=mvR6NvT2wJQ
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e eren in o ers’ i usion o nnovations theory, Pomple understands that as a ni he brand in relation to produ t and aestheti the irst onsumers o Pomple are li ely to be situated in the arly Adopters or the irst 6 months to a year o sales. arly Adopters are onsumers ho see out ne trends and are more adventurous in style. upportin more independent and smaller ni he brands as they are less mainstream ompared to hi h street stores. A ter brand a areness has in reased due to su ess ul mar etin strate ies, Pomple aim to attra t the arly a ority and then ate a ority o onsumers. The ate a ority tend to pur hase produ t in re ards to its popularity and oin the do n ards all o the trend. ee Appendi , i ure B A .
Media Objectives Promotional campaigns for Pomple, advertised on social media and the brands own webpage will aim to encourage purchasing of product, establish and then maintain its market position, introduce new products and spread brand a areness, rein or in the brand’s ima e and brin in Pomple to ne ustomers, whilst keeping existing customers interested. Advertising on social media limited time discount sales and money off promotions, aims to direct traffic from social media to the online store, in order to generate sales. Promotional campaigns advertising money off product offer both advantages and disadvantages to Pomple. Advantages would include short-term increase in sales; it brings in new customers, creates incentive to buy and is low in cost. Disadvantages of sale promotions include short-term results, can affect the brands image negatively and encourage a drop in sales of the full priced products.
Pomple could look at creating a limited edition bag range, by creating one off prints or collaborating with upcoming or already established fashion, textile designers and illustrators they can increase desire for their limited edition merchandise. A previous example of collaborations between a fashion brand and an accessories brand would be Vivienne Westwood and the Cambridge Satchel Company, by doing this collaboration it opens up the accessories brand to the brand loyalty of the more successful brand.
The addition of a 10% student discount offer after one year of selling will appeal to a section of the target market and act as an incentive to buy from Pomple. Due to the high price point of the product the brand can afford to do promotional offers on postage and next day delivery of products.
Digital media
and social marketing
With little brand awareness, loyalty or equity, to generate sales and achieve recognition within the accessories market promotional strategies need to be implemented for Pomple. As previously discussed in a business plan, Pomple will use social media platforms to interact and connect with consumers digitally, however this report clearly expands on its original promotional techniques, looking into further advertising, PR and marketing campaigns. The brand will use social platforms such as Instagram, Snapchat, Twitter and Facebook to advertise new products, events and news surrounding the brand. Communicating the businesses narrative digitally through the Pomple’s ebpa e and so ial media platforms is vital in making the consumer aware of the brand’s identity and en oura in them to become emotionally connected to the brand. Successful brand narratives with significant meanings that engage with the consumer results in a strong brand loyalty. However brand narrative alone cannot be enough, in align to this the correct price, product and promotion needs to be in place. Considerations when creating social media campaigns for Pomple would include who the target market is, objectives behind the campaign, budget, previous campaigns and the format of the communication.
With the target market being in Generation Y who fully engage in digital technology, successful marketing through popular apps such as Instagram is vital. However the chosen imagery is crucial in determining the success of the strategy. It has been found that Instagram brand accounts utilising film and creating exciting visuals are more successful than those not taking advantage of this.
By creating striking imagery and short films advertising Pomple, the brand is able to use free advertising on social media globallybut also paid the advertising channel of television to expand on brand awareness where the brands consumers are located, in the UK. The elements to consider when creating a short fashion film for paid advertising would include the narrative and message of the film, location, models, hair and makeup, focus on product placement, and b u d g e t .
Constantly interacting with the consumer is important in order to keep their interest and loyalty. Connecting instantly on a daily basis through Snapchat, offering behind the scenes insights, manufacturing of products and new promotions is a way of staying prominent in their everyday life. Interesting and relevant narratives in Snapchat stories offer the consumer a talking point amongst other potential consumers. The value of the platform has significantly increased, with over 100 million daily active users and more than 7 billion video views everyday according to nap hat. om. ver 60 o nap hat’s users are between the ages of 13 and 34, tapping into the target market of Pomple.
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Fi ure 1 sho s ho a brand’s image can affect its equity, building and managing brand equity. Anna Pegg, Brand Equity, February 2016.
As a new business, another touch point with Pomple and its consumers buying product is a mailing list. By collecting email address’s rom pur hases, Pomple has the opportunity to send urther promotions, events and ne s about the brand to the consumer through email. With links to the website and ecommerce site in the email the onsumer is dire tly ta en to the pa e i the email has ontent o their interest. The aim o this ould be to noti y the tar et mar et ith a reminder o the brand, enerate urther sales and connect with the consumer on another instant plat orm.
figure 16 Promotional techniques on social media such as Facebook and Instagram to increase brand awareness and to generate sales could include online competitions or ollo ers. By reatin a i e and hare’ ompetition on Fa eboo or a produ t ivea ay, this an improve a areness as ollo ers share the link with their Facebook riends. The avera e Facebook user has around 8 riends, there ore i su ess ul the ompetition an rea h thousands o potential consumers.
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COMPETITIONS
P and above the line’ promotion in the orm o produ t laun hes and parties, press releases and o erin produ t or photo shoots and ilm, are all strate ies that are in the mi ro environment and are ontrolled by Pomple and an be used to enerate brand a areness and reate a desire around produ ts. The use o belo the line’ advertisin ould also be e e tive in the terms o elebrity endorsements, parti ularly throu h nsta ram, a plat orm heavily used by the tar et onsumer.
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elebrity ndorsements are a promotional te hni ue used by brands antin to advertise their produ t to an audien e ho are in luen ed by elebrity ulture. By a iliatin Pomple ith elebrities ho are ali ned ith the brands identity and ima e, a su ess ul ollaboration bet een the t o an si ni i antly in rease sales and brand ollo in . amples o potential elebrities that Pomple ould lin their produ ts to are artists su h as Paloma Faith, li a olittle, harlie and arina and the iamonds. All o these e amples are relevant to the brands aestheti , onne t ith the ma ority o the tar et mar et and re ularly eature in the media.
Another e ample o a suitable elebrity ambassador or Pomple ould be Ameri an business oman and ashion i on ris Ap el. Pomple aims to be desirable to omen o all a es and does not put an a e limit on its desi ns.
Guerrilla marketing techniques are a lost cost way of creating a digital buzz through social media, raisin brand a areness i su ess ul. Pomple’s lack of social media following at first can benefit from the use stunts such as guerrilla marketing to generate awareness and interest in the brand if carried out successfully. Being based in the UK, creating an instant, wide spread acknowledgement of Pomple would be a starting point for the brands marketing strategy. Using a colourful beach huts in various locations throughout the country during summer as the venues or Pomple’s pop up shops ould enerate noise surrounding the brand. Pomple would Advertise the event in the form of leaflets, on the website and then document it through platforms such as Snapchat, Instagram, Twitter and F a c e b o o k . Pomple could measure the success of the event through how many likes, shares and follows it generated on social media along with any increase in online product purchases and document the amount of interaction with the general public at each location.
Pomple has begun as an online store with an office based in London, with aspirations of having its own bricks and mortar store in Shoreditch, London after 2 years. The new store opening would include a launch party in the evening for industry professionals, bloggers and the media to review the store. Using bloggers as a marketing tool to spread brand awareness and increase social media following can be successful if the blogger is popular amongst the targeted aged group of consumers.
Launch
event
CO NCL USI ON
After analyzing the current market for the accessories industry, a conclusion has been draw, which suggests there is a current gap in the market for a customizable bag brand that offers quirky and innovative fabrications unlike the products present in the market. After conducting primary research and researching secondary sources such as Mintel and Business of Fashion, there is clear evidence that there is a demand for personalization when shopping for accessories. The target market, which Pomple aims to sell their products to, is already saturated with choice from existing brands, creating a threat for Pomple. However, the brands strong unique selling points with innovative design and striking imagery allows Pomple to stand out in a crowded accessories market. Future opportunities for Pomple after 5 years of production and selling would include an extension of the brands products, transforming into a lifestyle brand. Referencing back to image 1 in the appendix, the ANSOFF Matrix, future products could enter new mar ets and in lude men’s and id’s a essories, home accessories, furniture, lighting and ready to wear clothing ranges. Pomple would explore Stocking products in larger department stores in the UK and abroad, along with expanding the retail presence of own stores in London and other larger cities in the UK.
f u t u r e opportunities
List of Illustrations Figure 1. Pomple shoot. Taylor, R. (2016) POMPLE Available at: http://pomple-fmpblog.tumblr.com (Accessed: 28 April 2016). Figure 2. Pomple Flat Lay Taylor, R. (2016) POMPLE Available at: http://pomple-fmpblog.tumblr.com (Accessed: 28 April 2016). Figure 3. Pomple Brand Onion, Referenced from Image 2 from Appendix. Taylor, R. (2016) POMPLE Available at: http://pomple-fmpblog.tumblr.com (Accessed: 28 April 2016). Figure 4. Pomple Price Architecture, Referenced from Image 3 from Appendix. Taylor, R. (2016) POMPLE Available at: http://pomple-fmpblog.tumblr.com (Accessed: 28 April 2016). Figure 5. Pomple Brand Touch points, Referenced from Image 4 from Appendix. Taylor, R. (2016) POMPLE Available at: http://pomple-fmpblog.tumblr.com (Accessed: 28 April 2016). Figure 6. Pomple Base bag. Taylor, R. (2016) POMPLE Available at: http://pomple-fmpblog.tumblr.com (Accessed: 28 April 2016). Figure 7. Pomple SWOT Analysis, Referenced from Image 5 from Appendix. Taylor, R. (2016) POMPLE Available at: http://pomple-fmpblog.tumblr.com (Accessed: 28 April 2016). Figure 8. MATTER MATTERS Products. 2012, M.M. (2012) MATTER MATTERS. Available at: http://www.matterreallymatters.com/index.php (Accessed: 12 April 2016). Figure 9. Shrimps SWOT Analysis, Referenced from Image 5 from Appendix. Taylor, R. (2016) POMPLE Available at: http://pomple-fmpblog.tumblr.com (Accessed: 28 April 2016). Figure 10. Brand Positioning Map, Referenced from Image 6 from Appendix. Taylor, R. (2016) POMPLE Available at: http://pomple-fmpblog.tumblr.com (Accessed: 28 April 2016). Figure 11. Shrimps Products. Shrimps (2016) Shrimps. Available at: http://shrimps.co.uk (Accessed: 20 April 2016). Figure 12. Pomple Consumer Video. Taylor, R. (2016) POMPLE Available at: http://pomple-fmpblog.tumblr.com (Accessed: 28 April 2016). Figure 13 and 14. Pomple Consumer Profiles Taylor, R. (2016) POMPLE Available at: http://pomple-fmpblog.tumblr.com (Accessed: 28 April 2016). Figure 15. Brand Equity. Anna Pegg, Brand Equity, February 2016. Figure 16. Pomple Flat Lay Taylor, R. (2016) POMPLE Available at: http://pomple-fmpblog.tumblr.com (Accessed: 28 April 2016). Figure 17. Pomple Shoot. Taylor, R. (2016) POMPLE Available at: http://pomple-fmpblog.tumblr.com (Accessed: 28 April 2016). Figure 18. Iris Apfel Domo (2012) [People I love] Iris Apfel – Iconic businesswoman & designer. Available at: https://dbeaumonte.com/2012/11/14/people-i-love-iris-apfel-iconic-businesswoman-designer/ (Accessed: 28 April 2016).
Bibliography 2012, M.M. (2012) MATTER MATTERS. Available at: http://www.matterreallymatters.com/index.php (Accessed: 12 April 2016). The Business of Fashion (2015a) 1. Do you really want to start a fashion business? | #BoFEducation. Available at: https://www.youtube.com/watch?v=U8p7Gll0HNE (Accessed: 27 April 2016). The Business of Fashion (2015b) 4. How do you create brand awareness? | BoF fashion business basics. Available at: https://www.youtube.com/watch?v=X3u-92jpuaQ (Accessed: 27 April 2016). Fashion (2016) Has luxury gone too mass? Available at: http://www.businessoffashion.com/community/voices/discussions/has-luxury-gone-too-mass (Accessed: 27 April 2016). Fashion accessories - UK - consumer market research report - company profiles - market trends 2016 (2009) Available at: http://store.mintel.com/fashion-accessories-uk-january-2016 (Accessed: 27 April 2016). Holt, B. (2015) The rise of personalisation. Available at: http://www.telegraph.co.uk/fashion/style/the-rise-of-personalisation/ (Accessed: 22 April 2016). Jackson, T. and Shaw, D. (2008) Mastering fashion marketing (Palgrave master series). New York: Palgrave Macmillan. LOGOBR (2010) Brandbook Nike football. Available at: https://issuu.com/logobr/docs/brandbook_nikefootball/42 (Accessed: 27 April 2016). Ltd, M.G. (2016) The 10 need to know facts about the fashion accessories market in the UK. Available at: http://www.mintel.com/blog/retail-market-news/the-10-need-to-know-facts-about-the-fashion-accessori es-market-in-the-uk (Accessed: 27 April 2016). Posner, H. (2011) Marketing fashion. London: Laurence King Pub. Shrimps (2016) Shrimps. Available at: http://shrimps.co.uk (Accessed: 20 April 2016). Silver, D. (2015) Tinker tailor, site that customized off-the-runway clothing, shuts down. Available at: http://observer.com/2015/07/tinker-tailor-site-that-customized-off-the-runway-clothing-shuts-down/ (Accessed: 27 April 2016).
Thelwall, S. (2012) An introduction to pricing. Available at: https://www.notjustalabel.com/editorial/introduction-pricing (Accessed: 27 April 2016). Citations, Quotes & Annotations 2012, M.M. (2012) MATTER MATTERS. Available at: http://www.matterreallymatters.com/index.php (Accessed: 12 April 2016). (2012, 2012) The Business of Fashion (2015a) 1. Do you really want to start a fashion business? | #BoFEducation. Available at: https://www.youtube.com/watch?v=U8p7Gll0HNE (Accessed: 27 April 2016). (The Business of Fashion, 2015a) The Business of Fashion (2015b) 4. How do you create brand awareness? | BoF fashion business basics. Available at: https://www.youtube.com/watch?v=X3u-92jpuaQ (Accessed: 27 April 2016). (The Business of Fashion, 2015b) Fashion (2016) Has luxury gone too mass? Available at: http://www.businessoffashion.com/community/voices/discussions/has-luxury-gone-too-mass (Accessed: 27 April 2016). (Fashion, 2016) Fashion accessories - UK - consumer market research report - company profiles - market trends 2016 (2009) Available at: http://store.mintel.com/fashion-accessories-uk-january-2016 (Accessed: 27 April 2016). (Fashion accessories - UK - consumer market research report - company profiles - market trends 2016, 2009) Holt, B. (2015) The rise of personalisation. Available at: http://www.telegraph.co.uk/fashion/style/the-rise-of-personalisation/ (Accessed: 22 April 2016). (Holt, 2015) Jackson, T. and Shaw, D. (2008) Mastering fashion marketing (Palgrave master series). New York: Palgrave Macmillan. (Jackson and Shaw, 2008) LOGOBR (2010) Brandbook Nike football. Available at: https://issuu.com/logobr/docs/brandbook_nikefootball/42 (Accessed: 27 April 2016). (LOGOBR, 2010) Ltd, M.G. (2016) The 10 need to know facts about the fashion accessories market in the UK. Available at: http://www.mintel.com/blog/retail-market-news/the-10-need-to-know-facts-about-the-fashion-accessori es-market-in-the-uk (Accessed: 27 April 2016). (Ltd, 2016) Posner, H. (2011) Marketing fashion. London: Laurence King Pub. (Posner, 2011) Shrimps (2016) Shrimps. Available at: http://shrimps.co.uk (Accessed: 20 April 2016). (Shrimps, 2016) Thelwall, S. (2012) An introduction to pricing. Available at: https://www.notjustalabel.com/editorial/introduction-pricing (Accessed: 27 April 2016). (Thelwall, 2012)
Appendices Image 1. arriet Posner’s A FF atri , used as a tool to offer 4 potential scenarios for opportunity. Image 2. arriet Posner’s Brand onion. To demonstate an overview of a brands idenity.
Image 3. arriet Posner’s Pri e Ar hite ture to sho to di eren e in segments of the fashion industry market.
Image 4. arriet Posner’s Brand touch points. Touch points are factors that the consumer interact with.
Image 5. arriet Posner’s SWOT Analysis, used as a tool to identify Strengths, weaknesses, opportunities and threats.
Image 6. arriet Posner’s Brand perception map, used to find a brands competitor and discover if a brand needs to be repositioned.
Image 7. arriet Posner’s o er’s di usion o innovation theory, used to sho difference in consumers.
the
Image 8 - 16. Using Survey Monkey, a survey was created to identify whether or not their was a demand for a customisable bag brand. The graphs below evidence the results from that survey.
Image 17. About page for MATTER MATTERS, competitor to Pomple
Image 18. About page for SHRIMPS, competitor to Pomple
Image 18. SHRIMPS about page, competitor to Pomple