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Transcript of Liberty sub-brand
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LIBERTY
JEANS.APOTHECARY
Great Marlborough Street
London
W1B 5AH
Prepared By: Christine Bulbrook
Submission: December 3rd 2009
Course Tutor: Sue Dean
IMA Year 1/ Report
Word count: 3286
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1 Table of Contents
2 Table of Figures ........................................................................................................................... 3
3 Table of Tables ............................................................................................................................ 4
4 Executive Summary .................................................................................................................... 5
5 Introduction ................................................................................................................................ 6
6 Liberty to Date ............................................................................................................................ 7
7 The JEANS.APOTHECARY Mission Statement .......................................................................... 8
8 Industry Profile ........................................................................................................................... 9
9 Market Segment ......................................................................................................................... 9
9.1 Strategic Market Segment drivers ........................................................................... 9
10 Product Proposition ............................................................................................................... 10
10.1 Product Competition .........................................................................................12
10.2 Product Environment ........................................................................................12
10.3 Sale Environment .............................................................................................. 13
11 Pricing ................................................................................................................................... 15
12 Marketing Plan ....................................................................................................................... 17
12.1 Above The Line Advertising ................................................................................ 17
12.1.1 Magazines ............................................................................................................................... 18
12.1.2 London Taxis ........................................................................................................................... 19
12.1.3 Online Banners ........................................................................................................................ 19
12.2 Below The Line Advertising ............................................................................... 20
12.3 Public Relations Promotion ................................................................................21
12.4 Justification of Costs ..........................................................................................21
12.5 Campaign Timing ..............................................................................................22
13 Bibliography .......................................................................................................................... 23
14 Appendix A – Primary Market Research .................................................................................. 25
15 Appendix A – Secondary Research ..........................................................................................27
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2 Table of Figures
Figure 1 JEANS.APOTHECARY Brand Structure ............................................................................... 5
Figure 2 JEANS.APOTHECARY’s Branding ...................................................................................... 8
Figure 3 The Brand Logo ..................................................................................................................... 8
Figure 4 Lycra technology silhouette Figure 5 High Quality Denim .................................................. 10
Figure 6 JE.AP Superior Fit ................................................................................................................ 11
Figure 7 JE.AP Confidence ................................................................................................................. 11
Figure 8 7 For All Mankind Jeans Figure 9 Not Your Daughters Jeans................................................ 12
Figure 10 Product Environment ......................................................................................................... 13
Figure 11 eStyle software portal ....................................................................................................... 14
Figure 12 Apothecary Envelopes for Sales Receipts Figure 13 Inspiration for Shopping Bags ............... 20
Figure 14 Money-off Voucher ............................................................................................................ 20
Figure 15 1/4ly Liberty Magazine ...................................................................................................... 20
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3 Table of Tables
Table 1 JEANS.APOTHECARY Competitors Bulbrook, 2009 .................................................................... 15
Table 2 Retail considerations when determining price Cox & Brittan. (2004) .............................................. 16
Table 3 JE.AP and Competitors Price Comparison (Bulbrook, 2009) ............................................................ 17
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4 Executive Summary
This report serves to detail a proposal for a new sub-brand of jeans for Liberty Department Store. The
sub-brand will be JEAN.APOTHECARY, with JE.AP for short. The Unique Selling Point is ‘Jeans, but
Better’. The Mission Statement focuses on expert and eclectic design using modern fabrics and
techniques in-keeping with Liberty traditions.
This product aims to fill the gap in the current jeans market by providing jeans manufactured with
considerations for the over thirties woman. This target market segment comprises women 28 – 48 year
old in the AB social group who enjoy shopping and fashion. She wears jeans for style and practicality
but wants a product sympathetic to post-twenties body.
The JEAN.APOTHECARY 5 pocket western jeans with Liberty print accents will feature optional
strategically placed control support. The sub-store will be based within the Liberty Flagship
Department Store, Marlborough Street and feature modern/vintage and eclectic furnishings and
visuals. The proposed price-point of £220.00 will fall into the luxury jeans category. This is in line with
competitor and reflects details of design and promotional activities.
A planned strategic marketing campaign aims to begin in September 2010 with a proposed budget of
£376, 000. This budget will serve a six month campaign and utilizes prominent magazines and online
news sources with optimum AB readership. Alongside these will be a fleet of London Taxis covered in
vinyl boasting the JEAN.APOTHECARY brand. To compliment these there will be in store promotions
including shopping bags and Apothecary-‘esque’ visual merchandising for maximum exposure of this
new Liberty sub-brand.
Figure 1 JEANS.APOTHECARY Brand Structure
Product Design based on providing
Consumer Value
Consumer Led Offering and Positive Buying
Experience
Respond to tailored research
and Consumer ideals
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5 Introduction
In 2008 Liberty underwent a makeover with its Chief Executive, Mr. Geoffroy de La Bourdonnaye, at
the helm. This make-over was titled ‘Renaissance’. The new focus and theme is fully in-keeping with
the traditional neoclassical style of Liberty to date.
Renaissance according to Oxford Dictionary is ‘a revival of or renewed interest’ in something. Alongside
this renewal, Liberty have successfully launched sub-brand ‘Liberty of London’. To continue this
diversification, Liberty proposes introducing a five pocket Western Jeans range.
This report will outline the present day jeans market. Considerable focus will be on the suitable market
segment and brand identity to complement the proposed five pocket Western Jeans range. The latter
sections of this report detail a marketing campaign using both media and PR for effective
communication of the brand. This new sub-brand will excite the existing and new Liberty consumer
alike, by mixing some modern concepts with classic Liberty traditions.
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6 Liberty to Date
LIBERTY of Old
Since its start in 1875 Liberty Department Store has stayed true to its’ ethos of offering not only the
luxurious but also the eclectic. Oscar Wilde himself described it as "The chosen resort of the artistic
shopper“. (Retail Renaissance at Liberty, 2009)
LIBERTY and A New Direction
In the spring of 2009 Liberty initiated a modernizing venture with the introduction of a few drastic
changes. This has been referred to in-store as the Liberty Renaissance. “It’s got to be a bit mad, doesn’t it?
It is Liberty, after all.” Yasmin Sewell, Creative Consultant, Liberty (Retail Renaissance at Liberty, 2009)
LIBERTY and The Future
This report proposes a new product for a new Liberty. This product will be in-keeping with Liberty’s
renaissance that will bridge the generation gap between the old and new Liberty customer. Presenting:
“JEANS.APOTHECARY”
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7 The JEANS.APOTHECARY Mission Statement
Through its sub-brand JEANS.APOTHECARY, Liberty will provide expertly designed Jeans, incorporating optional strategically placed support injected with some Liberty
eclecticism. We’ll make your jeans experience better because we are:
“Jeans, but better” (Unique Selling Point)
Figure 2 JEANS.APOTHECARY’s Branding
Figure 3 The Brand Logo
JEANS.APOTHACARY
JE.AP
JE.AP
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8 Industry Profile
The present global denim market is worth $19.7bn and Western Europe is responsible for 20% of the
global jeans market (Rumsey, 2008). That works out to a turn-over of over $3bn in Europe alone. Britain
has been enjoying its share of this success. According to Mintel, (2007) Jeans have become a staple in
the consumer’s wardrobe and sales of jeans continue to grow as consumers purchase more frequently.
This may explain why there are currently over one hundred JEANS brands available to denim
consumers with new concepts and designs emerging continuously. However the vast majority of these
focus on the under thirties age group. Those which do focus on the over-thirties are not giving
customers true value. There is a definite gap in the jeans market for the over thirty luxury Liberty
female consumer.
9 Market Segment
The JEANS.APOTHECARY woman is aged between twenty-eight and forty-eight years old. She is
passionate about fashion and can afford to splurge occasionally. She loves shopping and is comfortable
amongst luxury. However she abhors bad customer service so is willing to spend more to guarantee an
enjoyable shopping experience.
She is educated to university level and has reached a professional level in
her career. She may or may not have children. If she does have children
she will most likely be at home for the first two years before returning to
work, most likely part-time. She visualises jeans as smart/casual essential
daywear. They allow her to look and feel modern, are sexy but also
practical. She buys premium jeans such as 7 for all Mankind and J Brand.
She is a woman having the time of her life in the ‘noughties’, she’s ‘Sex in
the City’ meets ‘Desperate Housewives’ with some urban ‘Cool Britannia’
thrown in.
9.1 Strategic Market Segment drivers
The JEANS.APOTHECARY woman expects good value; although she is
accustomed to luxury she values her money and demands the whole
package. This package comprises of good service, quality products and
enjoyable shopping experiences. The JEANS.APOTHECARY Woman
She wants to feel appreciated. Her shopping experience is not only about the product, it is about her.
She wants to be recognised as a consumer, she wants direct, friendly and professional service.
She wants a product designed for her. She is not eighteen, nor is she sixty-five. She wants those behind
the product being marketed to her to be considerate of her concerns, her changing body shape and her
need to maintain style whilst carrying out practical day-to-day tasks.
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Research has shown that there is a connection between women who aim to maintain a youthful
lifestyle (Rumsey, 2008) and jeans purchases. Jeans are viewed as stylish, youthful and sexy. They are
the perfect transitional garment for women in their 20s, 30s, and 40s and beyond.
10 Product Proposition
Proposal for a ‘5 Pocket Western Style’ JEANS with vintage Liberty print accents. These accents will
appear as finishing for the garment, on inside stitching and pocket linings. A few styles will showcase
diminutive accents on the rear pockets.
The jeans will feature flattering variations of modern cuts for the 25 plus woman who is not willing to
sacrifice looking good for high fashion. These jeans will feature optional strategically placed medium
control support to allow the mature woman to feel good and look good using innovative denim
ingrained with a high count Lycra (at least 5%) for a smoother silhouette. The popularity of support
underwear, e.g. Spanx, proves there is a market for this technology. Louise France, of the Guardian
newspaper, in an interview with Sarah Blakely, the founder of Spanx, got to the bottom of this Lycra
technology. “It's not so much about looking skinny, it's about looking smooth.” (France, 2008)
Figure 4 Lycra technology silhouette Figure 5 High Quality Denim
Lycra technology
+
Quality Denim
=
Superior Fit
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Figure 6 JE.AP Superior Fit
Figure 7 JE.AP Confidence
The use of quality denim ensures longevity and fit producing maximum value for the discerning
consumer. This woman has heavy financial commitments. She needs ‘hard-working’ pieces. She does not
want ‘faddish’ high fashion. (Halliday et al, 2009)
I’m Looking Good!
I’m Feeling Great!
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10.1 Product Competition
The current jeans offerings tend to fall into two groups; jeans designed for the under twenty three year
old who has not experienced any signs of ageing or the over fifty age group who are often no longer so
bothered with keeping in fashion. 7 For All Mankind are a typical brand of luxury jeans which are noted
for quality and style. However they are styled for fashion and do not make allowances for post thirty
changes in body shape which mainly affects the hips and lower abdomen. As a result women over the
age of thirty wear and purchase jeans like ‘7’ for the quality they offer, but eventually suffer discomfort.
At the other end of the scale are Not Your Daughters Jeans marketed at women who are, say forty-
eight and above. These jeans have a higher waistband and a Lycra content to tackle the
aforementioned issues. However they lack quality and style. The concept is good except that these
jeans look like jeans suitable for the much older consumer.
In a focus group (14 Appendix A: Primary Research) carried out on November 4th 2009 five women who
match the JEAN.APOTHECARY target consumer were shown the following photographs of 7 For All
Mankind jeans and Not Your Daughters Jeans. All the participants favoured the ‘7’ jeans but expressed
concern at the low waistband. It was also unanimous that the NYDJs were ‘old fashioned’.
Figure 8 7 For All Mankind Jeans Figure 9 Not Your Daughters Jeans
10.2 Product Environment
The luxury consumer wants and expects a shopping experience. Visual Merchandising is of upmost
importance to create an environment in keeping with the Brands identity. JEANS.APOTHECARY will
need to convey, on first impression, it is a sub-store steeped in Liberty tradition, focused on quality with
modern technology.
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Figure 10 Product Environment
The theme of Modern / Vintage Eclectic comprises of:
Eclectic Lighting
Unusual Recycled Flooring
Luxurious Seating throughout concession including changing rooms
Apothecary Chests for Storage and Point -of -Sale Transactions
Spacious and Well- Lit Changing Booths with 360° mirrors
Birdcages and Foliage for ambiance
10.3 Sale Environment
The sales environment not only serves to encourage the consumer to purchase; it has to inspire
confidence. Staff responsible for customer-care have to believe in the product and be confidently
knowledgeable of its characteristics. Steve Simon of National Jean Company, based in the USA,
explained the importance of knowledgeable staff in a recent WGSN Lifestyle Monitor Report.
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Simon who retails jeans to the luxury end of the consumer market says:
“Women who think they don’t have a body leave
looking and feeling great...People who buy denim
should go to a place where the staff is educated about
fit and sizing, and really assists them.” Steve Simon of
National Jean Company (Denimwear: mass-market
appeal, 2009)
At the JEANS.APOTHECARY professionally trained staff will each wear different styles of JE.AP
jeans. The staff will also be trained on how to demonstrate the use of and assist with helping
consumers who wish to take advantage of the eStyle software.
Figure 11 eStyle software portal
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eStyle Fit Finder Software for ultimate fit by choosing body type and desired fit, to include:
- Measure for jeans by Body Type
- Shop by Style
- Goes well with
- Customer favorite
Staff will have a variety of Liberty shirts on hand to offer to consumers trying on jeans in the changing
rooms. These shirts will be available to buy in the JEANS.APOTHECARY sub-store.
11 Pricing
The luxury Jeans market is competitively priced. The following chart demonstrates a pricing matrix
from central London’s leading department stores. With six pairs of randomly chosen jeans the median
price demonstrates what current jeans market consumers are willing to pay for a pair of luxury jeans.
Table 1 JEANS.APOTHECARY Competitors Bulbrook, 2009
Make of Jeans Established Price Source
Nina Ricci 1932 £460 Harvey Nichols
J Brand 2005 £250 Liberty
Sass and Bide 1999 £185 Net.a.porter.com
7 For All Mankind 2000 £185 Selfridges
Diesel 1978 From £150 Diesel
Not Your Daughters Jeans
NYDJ
2008 £129 John Lewis
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Based on this research the average price of a pair of luxury jeans in central London is around £200.
Using the competition as a starting point, other factors influencing affecting JEANS.APOTHACARY’s
price, as stated by Cox and Brittan (2004) are:
Pricing Considerations JEANS.APOTHECARY Price
Target Market JE.AP’s customer is a luxury market consumer who
values superior quality and service. This consumer
expects to pay premium prices and expects a premium
garment and shopping experience.
Company Objectives The JEANS.APOTHECARY brand aims to emulate its’
parent company Liberty. Liberty is a luxury retailer and
JE.AP will follow the tradition.
Competition Using the competition as comparison JE.AP can
determine how to price competitively.
Table 2 Retail considerations when determining price Cox and Brittan, 2004
A proposed price of £220 shows that JE.AP is in-line with the competitor’s price whilst taking its values
into consideration. This includes advertising considerations. More can be spent on advertising by using
a graduate student designer collaboration. Possible candidates can be recruited from London College of
Fashion or Graduate Fashion Week. This gives JEANS.APOTHECARY the opportunity to save on
hiring expensive designers and provides an opportunity to market itself as socially conscious. (See 12.3
Public Relations Promotion).
“Retailer tie-ups are mutually beneficial to both
designer and chain... (They) generate revenues for the
label outside of ‘normal’ levels.” (Halliday et al, 2009)
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Table 3 JE.AP and Competitors Price Comparison Bulbrook, 2009
Interestingly in a recent survey (WGSN, 08, Denimwear: Premium rates) where women were asked to
name and rate their top five considerations when purchasing premium jeans. In first place 34% of the
vote went to the fit, style of cut and length of jeans. In fifth place 17% of women said they considered
price. This only goes to prove that women appreciate luxury jeans, and will overlook price in favour of
the emotional confidence they get from looking and feeling good.
12 Marketing Plan
The best way to communicate the availability of JE.AP jeans is to tap into a variety of knowledge
bases this consumer uses on a daily basis The consumer needs to be enticed to try the product, to see
and feel the difference for themselves.
The reasoning behind this is that JEANS.APOTHECARY need to be known for great style, fit and
service for the 28 – 48 year old woman. The Unique Selling Point is “Jeans, but better” – better fit,
better design but with a secret Apothecary ingredient! Although the brand will offer a pair of jeans
with characteristics which include support Lycra it is important not to advertise this fact. The target
consumer knows she will benefit from wearing jeans with ‘support’ but she doesn’t want anyone else to
know it. Therefore JEANS.APOTHECARY will market itself on its associations with Liberty and the
advertising will use the USP “Jeans, but Better” but will avoid falling into the narrow niche of being only
known for not making the consumer look ‘fat’.
12.1 Above The Line Advertising
A proposed budget of £376,000 for advertising in a six month timeframe will cover a number advertising
avenues placed with magazines, online broadsheet newspapers and external mediums for optimal
exposure to the AB market segment.
£0£50
£100£150£200£250£300£350£400£450£500
Price
Nina Ricci
J Brand
JE.AP
Sass and Bide
7 For All Mankind
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12.1.1 Magazines
Harpers Bazaar – Issued Monthly
Intelligent, sophisticated, and luxury with a balanced mix of fashion, beauty and editorial
features. Target Audience are AB thirty + year old women who represent 53% of total
readership.
Advertisement; Inside Cover Double Page Spread
Frequency: Three months; appearing intermittently over six months
Cost: Colour Double Page Spread £23,359.00
3 months x £23,359.00 = £70,077
Red – Issued Monthly
Lifestyle, Practical, Up market, mid end-Luxury incorporating fashion, beauty, travel and
shopping via Red Direct. Target audiences are AB and ABC1 women between the ages of 25 –
55 years old who represent 51% of the readership.
Advertisement: Colour Double Page Spread
Frequency: Three months; appearing intermittently over six months
Cost: First Colour Double Page Spread £40,688.00
3 months x £40,688.00 = £122,064.00
Grazia – Issued Weekly
Glamorous, unique luxury, news and lifestyle well packaged for Fashion, news, guilty but
entertaining celeb gossip. Sophisticated Weekly. Target audience are fashionable ‘fashionistas’
25 – 45 year old who regularly read high end monthly magazines and represent 39% of the AB
readership.
Advertisement placed Inside Cover of a Double Page Spread
Frequency: Once a month for a six month period
Cost: Double page spread appearing once a month over six months £20,520.00
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6 months x £20,520.00 = £123,120.00
12.1.2 London Taxis
Taxi Media
Ten central London JEANS.APOTHECARY vinyl covered taxis per month for a six month
campaign.
30 Taxis (10 per month over 3 months) at £1000 per Taxi = £30,000.00
30 Taxis (10 per month over 3 months) at £825 (Additional month tariff) per Taxi = £24,750.00
Total £54,750.00
12.1.3 Online Banners
Independent.co.uk
Reputation for unbiased international news. Appeals to mainly young to middle aged up
market forward thinking AB professionals.
Between September 2008 – September 2009 total of 8,787,141 Online users
Online Leader-board Super Banner advertisement (728 x 90)
180 Banners interspaced over a six month period at a cost of £35.00 per banner = £6,300.00
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12.2 Below The Line Advertising
Point of sale and in-store Visual Merchandising serve as Brand indicators which in turn unobtrusively
advertise prospective consumers and remind existing consumers of JEANS.APOTHECARY. Possible
subliminal indicators, when applied to JEANS.APOTHECARY, can take the form of:
Figure 12 Apothecary Envelopes for Sales Receipts Figure 13 Inspiration for Shopping Bags
Liberty publishes its own 1/4ly magazine which is placed in the form of an insert in many nationally
distributed magazines. Occasionally this publication will include a promotional money-off voucher
which gives the consumer the incentive to spend the nominated amount to be eligible to redeem the
voucher. This magazine is the perfect promotional vehicle to launch the JEANS.APOTHECARY sub-
brand. As Liberty and JEANS.APOTHECARY share the same market segment the magazine is very
relevant and suitable for the launch of this new sub-brand.
Figure 14 Money-off Voucher
Figure 15 1/4ly Liberty Magazine
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12.3 Public Relations Promotion
Celebrity ‘Sightings’ – When celebrities who match the market segment are seen wearing a new
product this can result in column inches which inadvertently do not have to be paid for. The risks of
these celebrities eventually tarnishing the brand and the cost of celebrity endorsements are also
avoided. Gifts to Celebrities, who fit the JEANS.APOTHECARY Target Consumer, E.g. Jools Oliver,
can be beneficial to publicise the brand with minimum cost and risk.
Through British graduate designer tie-ins Liberty can be seen to be socially aware and responsive to
modern society. One advantage to this would be to help Liberty shake off any image of being too
traditional by collaborating with a young designer. Another advantage is Liberty could be seen as being
responsive to the latest well publicised plight of the graduate. No jobs. JEANS.APOTHECARY
provide business acumen and funding to young un-established designers via designer tie-ins. Central St
Martin’s have an excellent reputation of producing graduate fashion designers.
12.4 Justification of Costs
Advertising Proposal includes Harpers Bazaar, Red and Grazia Magazines. In addition to the
magazines there will be exterior advertising via London Taxis and online advertising via The
Independent newspapers website.
Total Advertising Cost/Budget £376,313.00.
The retail price of JEANS.APOTHECARY jeans are £220.00. The percentage of jeans price dedicated
to advertising is 20%. So 20% of £220.00 = £44.00
Therefore £44.00 from every pair of jeans for advertising.
To justify spending a total of £376,313.00 on advertising over six months,
JEAN.APOTHECARY will have to sell a total of 8500 pairs of jeans in said period.
Total Budget of £376,313.00 divided by advertising percentage £44.00 (20%) =8500 pairs
of jeans.
A total of 8500 pairs of jeans
To sell a total of 8500 pairs of jeans over 6 months JEANS.APOTHECARY will need to sell, in store
and online:
8500 pairs of jeans divided by 6 months = 1,416 pairs of jeans per month
8500 pairs of jeans divided by 26 weeks = 326 pairs of jeans per week
8500 pairs of jeans divided by 182 days = 46 pairs of jeans per day
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12.5 Campaign Timing
Proposal for a launch date of first weekend in September. This is when everyone is back from summer
holidays and life returns to normal after the summer. This also ensures consumers are familiar with the
brand at the busiest shopping time of year – the run-up to Christmas.
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13 Bibliography
Cox, R and Brittan, P. (2004) Retailing: An Introduction. Harlow: Pearson Education.
Denimwear: mass-market appeal (2009) WGSN Lifestyle Monitor Reports. Available at: http://www.wgsn.com/members/cotton-inc/reports/ci2009jul01_000361 [Online] (Accessed: 02
November 2009).
Denimwear: Premium rates. (2008) WGSN Lifestyle Monitor Reports. [Online] Available at: http://www.wgsn.com/members/cotton-inc/reports/ci2008jun11_000326 (Accessed: 02 November 2009).
France, L. (2008) ‘The Woman in control of America’s bottom.’ The Observer, 13 April 2008. [Online]
Available at: http://www.guardian.co.uk/lifeandstyle/2008/apr/13/women.fashion2 (Accessed: 17
November 2009).
Grazia. (2005) [Online] Available at: http://www.bradinsight.com/brad/ (Accessed: 21 November
2009).
Halliday et al. (2009) ‘Designer labels: Retail tie-ups.’ WGSN UK Fashion Report: 19. [Online] Available: at: http://blackboard.arts.ac.uk/webapps/portal/frameset.jsp?tab=courses&url=/bin/common/course.pl?course_id=_167559_1 (Accessed: 2 November 2009).
Halliday et al. (2009) ‘Designer labels: Retail tie-ups.’ WGSN UK Fashion Report: 48. [Online] Available
at:
http://blackboard.arts.ac.uk/webapps/portal/frameset.jsp?tab=courses&url=/bin/common/course.pl?co
urse_id=_167559_1 (Accessed: 2 November 2009).
Halliday et al. (2009) ‘Fashion Retail’ WGSN UK Fashion Report: 48. [Online] Available at:
Harpers Bazaar. (1970) [Online] Available at: http://www.bradinsight.com/brad/ (Accessed: 21
November 2009)
Hines, T. (2007) Fashion Marketing: contemporary issues, 2nd Ed, Oxford: Butterworth Heinemann. http://www.7forallmankind.com/ (2000). (Accessed: 08 October 2009).
http://www.nydj.com/#/home/ (2009). (Accessed: 08 October 2009).
Independent.co.uk. (1997) [Online] Available at: http://www.bradinsight.com/brad/ (Accessed: 21
November 2009)
Jeans: from rags to riches’ (2007) Mintel: Jeans - UK - April 2007. [Online] Available at:
http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=220121/displa
y/id=273106#hit1 (Accessed: 08 November 2009)
Jefkins, F. (2000) Advertising 4th ed. Harlow: FT Prentice Hall. Jobber, D. (2004) Principles and practice of marketing 4th ed. London: MccGraw Hill. Kotler, P. (2006) Principles of marketing 11th Ed. New Jersey: Pearson Prentice Hall. Red. (1998) [Online] Available at: http://www.bradinsight.com/brad/ (Accessed: 21 November 2009)
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Retail Renaissance at Liberty (2009). Available at: http://www.regentstreetonline.com/RegentStreet/ShoppingChannel/Retail+Renaissance+at+Liberty.htm [Online] (Accessed: 17 November 2009).
Rumsey, A. (2008) ‘Denim: a global Market overview’. WGSN Business Resource. [Online] Available at:
http://www.wgsn.com/members/business-resource/research/br2008jan09_082952 (Accessed: 2
November 2009).
Taxi Media. (2009) [Online] Available at: http://www.bradinsight.com/brad/ (Accessed: 21 November
2009)
The Liberty Renaissance. [Online] Available at: http://blog.liberty.co.uk/305/the-liberty-renaissance/
(Accessed: 2 October 2009).
White, R. (2000) Advertising 4th Ed. London: McGraw-Hill.
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14 Appendix A – Primary Market Research
Liberty Focus Group Brief
Date: November 4th
2009
Time: 20:30
Participants:
- Kristina Thiele, Fashion Advertising Photographer, 40 Years Old,
- Patricia Burrows, Kings College London University Lecturer, 36 Years Old
- Emma Saunders, Magistrates Court Immigration Judge, 42 Years Old
- Naomi Siederfeld, Art Gallery Curator and Managing Director, 45 Years Old
- Tanya Mclenborg, Post War Conflict Policy and Defence Consultant, 39 Years Old
Focus Group and its Objectives
-A Focus Group is a planned group discussion carried out for Market Research purposes.
- The objective of a Focus Group discussion is to elicit specific thoughts and opinions.
The Four P’s:
- Liberty, the department store, would like to develop a jeans sub-brand. My job is to develop a
Marketing Strategy based on the Four P’s
Product 5 Pocket Western Style Jeans.
Person Target customer these jeans will appeal to.
Place Where to sell them.
Promotion How to advertise them.
Power Point presentation titled:
LIBERTY
JEANS.APOTHECARY
Promotion Campaign
2009
Question led discussion with your thoughts and feelings about what you have seen and heard.
Thank You
Focus Group summary of findings
After viewing the accompanying presentation the panel was asked:
what they thought of the concept behind JEANS.APOTHECARY , - Liked the name, liked the principles
What they liked about the brand and also what they disliked. - Liked Liberty print accents on the jeans, - Liked the store and eStyle software - Liked the support concept if it was invisible - Would have liked more Liberty print on outside of jeans, maybe on back pockets
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- Would have liked liberty print fabric lining for pockets
When you think about jeans what brands come to mind? - Lee, Diesel, 7 For All Mankind, Levis
Think about a pair of jeans you own, what do you like and dislike about them? - Liked the cut (straight and skinny styles) - Liked that they buttoned up instead of zipped up - Did not like that they are too tight after washing - Did not like struggle getting into jeans - Did not like bulge at sides of tummy when they are buttoned
The woman in the presentation, is she realistic? Do you feel you can relate to her? - Unanimous ‘yes’
Do you read the newspaper? Which ones? How often – week or weekends? Are you aware of supplementary flyers or inserts? Aware of Liberty magazine?
- Group did read newspapers, mostly online and on weekends - Read The Times, The Independent and The Guardian - Aware of supplementary info,
o Advertising goes straight in the bin o Enjoy weekly newspaper magazines o 1 person aware of Liberty magazine
Think of a celebrity you admire for their personal style, if you knew she wore JEAN.APOTHECARY jeans would you try/buy them?
- No! - I person might if saw them whilst out shopping but wouldn’t go out to buy them specially. - 1 person said the shop window would influence them more.
When you think of Liberty what comes to mind? Do you shop there? For yourself? For gifts? Aware of Liberty sub-brands?
- They thought Liberty was quirky, eccentric, high quality, pricey, artistic, boho, British, no riff faff, - All but one person had not shopped there lately because they had forgotten about it - One person was aware of sub-brands
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15 Appendix A – Secondary Research
Harpers Bazaar – Issued Monthly
Intelligent, sophisticated, and luxury with a balanced mix of fashion, beauty and editorial features. Target Audience are AB thirty + year old women who represent 53% of total readership.
Advertisement; Inside Cover Double Page Spread
Frequency: Three months; appearing intermittently over six months (Brad, 2009)
Women Total Readership
AB Female Monthly Readership: 53% 88,000 readers out of a possible 163,738.00 readers
25 – 44 year old Female Readership: 32%
53,000 readers out of a possible 163,738.00 readers
Cost: Colour Double Page Spread £23,359.00
3 months x £23,359.00 = £70,077
Red – Issued Monthly
Lifestyle, Practical, Up market, Mid end-Luxury incorporating fashion, beauty, travel and shopping via Red Direct. Target audience are AB and ABC1 women between the ages of 25 – 55 years old.
Advertisement: Placed at First Colour Double Page Spread Frequency: Three months; appearing intermittently over six months
Women Total Readership
AB Female Monthly Readership: 51%
339,000 readers out of a possible 670,741 readers
25 – 44 year old Female Readership: 47%
312,000 readers out of a possible 670,741 readers
Cost: First Colour Double Page Spread £40,688.00
3 months x £40,688.00 = £122,064.00
Grazia – Issued Weekly
Glamorous, unique luxury, news and lifestyle well packaged for Fashion, news, guilty but entertaining celeb gossip. Sophisticated Weekly. Target audience are fashionable ‘fashionistas’ 25 – 45 year old who regularly read high end monthly magazines.
Advertisement placed Inside Cover of a Double Page Spread
Frequency: Once a month for a six month period
Women Total Readership
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AB Female Monthly Readership: 39%
191,000 readers out of a possible 481,665.00 readers
25 – 44 year old Female Readership: 47%
228,000 readers out of a possible 481,665 readers
Cost: Double page spread appearing once a month over six months £20,520.00
6 months x £20,520.00 = £123,120.00
London Taxis
Taxi Media
Ten Central London JEANS.APOTHECARY Vinyl covered per month for a six month campaign.
30 Taxis (10 per month over 3 months) at £1000 per Taxi = £30,000.00 30 Taxis (10 per month over 3 months) at £825 (Additional month tariff) per Taxi = £24,750.00 Total £54,750.00
Online Banners
Independent.co.uk
Reputation for unbiased international news. Appeals to mainly young to middle aged upmarket forward thinking AB professionals.
Between September 2008 – September 2009 total of 8,787,141 online users
Online Leaderboard Super Banner advertisement (728 x 90)
180 Banners interspaced over a six month period at a cost of £35.00 per banner = £6,300.00