Forever 21

Forever 21 launched their first UK store in Birmingham in 2010, with a speed based strategy where new product lines are delivered seven days a week and old stock is not replenished. It’s third UK store was launched in 2011 at the new Stratford Westfield shopping center. The brand appeals to young people who want to buy into the carefree fun lifestyle it presents and is successful in translating this around the world and beyond it’s American consumers. The brand is also successful in expanding globally by increasing consumer awareness with it’s active participation in social networking.

Victoria Secret
Popular US brand Victoria Secret have also announced plans to launch their first UK store in London in the summer of 2012 followed immediately by a store in the Stratford Westfield center. They are rumored also to be bringing their sister brand Pink with them to their flagship store. 

Here is the launch events info for the two pages in the research document

We researched other brands launch events, particularly of US brands or events held in the Westfield center.

Banana Republic

Banana Republic held their launch party at the Westfield center in London in 2011. They promoted the event as “exclusive” and consumers were given the opportunity to win tickets to go. The event offered cocktails and canapés, 25% off purchases, personal styling and goody bags for the first 100 attendees.

Forever 21

Forever 21 held an extravagant event a week ahead of their UK launch at an old office venue. They transformed the venue with a carousel, cabaret artists and girls on roller skates, topped off with a hologram catwalk show. They also offered free manicures, ice cream, sweets, fortune telling and a DJ.

This exaggerated style of event may not be suited to the Ann Inc. brand voices, however it is a great example of generating a buzz about a new brand.

Oasis

Oasis launched their concept store in the Westfield Centre, London in 2008. They invited customers to a shopping party, which included an in-store nail bar, antioxidant refreshment from Sip and a Fashion Lucky Dip. The first 100 entrants were given goodie bags.

Liberty

British retailer Liberty have announced plans to launch a pop up store in an outdoor area at the Stratford Westfield center. A pop up store may be an interesting idea for Ann Inc. to raise consumer awareness of the brand, however they may decide to wait until the flagship store has shown some success and they are thinking of opening the franchise stores.

[Hannah W]

I've tried to summarise everything going into the research document in a list ready for tomorrow, add anything else you can think of:

Case Studies:

• Forever 21
• Victoria Secret
• Banana Republic
• J Crew
• Club Monaco
• Anthropologie
• New Look

(Banana Republic, J Crew, Club Monaco, Anthropologie are ready to just put straight onto the layout thanks to Hannah L (: We just need to write a little on the other 3 perhaps? I can do Forever 21 and Victoria Secret now if noone has already done them?)

P.E.S.T

S.W.OT

Competitors S.W.O.Ts

Consumer research & Questionnaires to refer to

Other Brands launch events/methods

Moodboards? - depending which are going in the strategy document

Social Networking feedback research - to refer to in strategy document

Environment Research

Mothers and Daughters Research

Celebrity Endorsement Research

[Hannah W]

I'm not sure if we already mentioned forever 21 as a case study but while researching the current uk market I found this on a mintel "This year sees the arrival of the USA’s Forever 21 and with an initial target of more than 100 stores it could represent a serious threat to other young fashion retailers particularly New Look which is vulnerable right now."

and thought I'd look into it a little more:


http://www.marketingweek.co.uk/analysis/cover-stories/forever-21-brings-speed-retailing-to-the-uk/3030494.article

This could possibly be a threat to the LOFT brand?

[Hannah W]

P.E.S.T analysis for Ann Inc entering UK market

I found this quite hard so its a bit vague and waffley, if anyone wants to look through it and alter it that would be cool if you can think of any other bullet points to include

Political

·         Trade restrictions

·         Emotional/cultural differences with the promotional campaigns

·         The cheap labour available abroad means the majority of UK businesses minus those in specialist fashion or luxury products have realised that the cost of importing manufactured goods for the UK retail market is cheaper than having the goods manufactured in the UK.

Economical

·         Economical crisis in the UK retail market at the moment, price points need to reflect that. Ann Taylor sells investment pieces, consumers will save for key pieces to match with lower priced fast fashion garments

·         Generating more jobs for the UK citizens

Social Cultural

·         Consumers central London (Shepards Bush) mainly middle- aged professional  workers

·         British high street to adapt to these changes. Current social issues affecting the UK fashion industry are the expectations of society for retailers to become more ethical.

“Green clothing‟ has become an increasingly important issue amongst the British fashion, so Ann Inc must keep up with this. Although they are committed to minimizing the impact on the environment , conserving energy and eliminating waste. All of this will appeal to the UK market as we are very environmentally aware. 

Technological

·         Marketing could be done utilising technology. They already have strong social networking sites so have connections to utilise. It is an inexpensive way of reaching a broad audience and noting statistics of how many consumers follow/like you . Can promote using social networking pre the launch in the UK, create a buzz.

·         Technological developments are also affecting the UK fashion industry socially as fashion blogging means it isn’t just the fashion journalists and advertisers that control what the next season’s trends will be and what the best products to purchase will be. Ann inc should then invite fashion bloggers to their opening event to become exposed to an instant following.

[Hannah.L]

US brands that have entered the UK

[Hannah.L]

From Michelles lecture today :
Layout and key headings we can use for strategy doc-

• make sure we label who does what section on the page, with names to make it clear
• must be written in 3rd person
• Intro to the report (not about ann inc brand themselves)
• UK fashion landscape - how big is it (look back on lectures/the mintel report I found)
• competitors (both brands) perceptual map
• consumers (both brands)
• market entry level for the one brand we choose (ann taylor?)
• short rationale for which brand is most appropriate
• communcation strategy - think of catchy slogan, promotional materials

short to the point sentences making it clear and consise to keep to the word count

[Hannah.L]

Ann Taylor Competitors SWOT

L.K Bennett SWOT

Strengths

·         Brand expansion

·         Entering the US market

·         Strong accessible website

·         Focused on women’s fashion so knowledgeable

·         Mobile e-commerce app

·         Loyal customer base

·         High quality investment pieces

·         Celebrity attention through Kate Middleton

·         Distinctive brand handwriting

Weaknesses

·         Womenswear only

·         Store location means not accessible to mass market

·         Doesn’t cater to the fast fashion

Opportunities

·         Expansion to diffusion line that is more affordable to mass market

·         Menswear range

·         Open stores in more of EU

Threats

·         Sole focus on women’s fashion

·         Loose custom to more affordable fashion

M&S SWOT

Strengths

·         High quality clothing

·         Both affordable and investment pieces

·         Inclusive brand caters for generations

·         Both ‘need’ and  ‘want’ pieces

·         Reputable customer service

·         Good shopping experience, convenient and comfortable shopping

·         Strong staff training

Weaknesses

·         Outmoded design and cut- consumers prefer purchasing brand- labels

·         Stock control – suffer from the unbalance between the stock and information technology system

·         Waste store spaces

Opportunities

·         Market expansion to further than Ireland and Hong Kong

·         A ‘basics’ clothes range at attractive prices

Threats

·         Strong competitors such as Gap, Next and Topshop

·         The change of the social environment

·         Risk of chemical pollution

[Hannah.L]

Loft Competitor SWOT analysis :

DORETHY PERKINS SWOT

Strengths

·         Established brand

·         Good manufacturer relations  

·         Loyal customer base

·         Employees market knowledge

Weaknesses

·         Are reluctant to risk changing brand

·         Slow to change

·         Heavy stock inventory

Opportunities

·         Repeat sales to established market

·         Portfolio is both ‘need’ and ‘want’ products

Threats

·         Main competitors

·         New outlets

·         Quicker reactions to trend changes

ZARA SWOT

Strengths

·         Vertically integrated

·         Fast fashion

·         High end

·         Many stores around the world

·         Strong distribution channels

·         Manufacturing is done within company

Weaknesses

·         Low in-store inventory

·         Centralized production

·         Bad quality

·         Similar to competitor H&M

·         Customers have to travel far in order to get to store

·         Euro-Cetric Model

Opportunities

·         Online market offers huge growth and chance to expand

·         Growth in the USA

·         Emerging market offer the best grown opportunities

·         International Expansion especially in emerging markets

Threats

·         No advertising campaigns

·         Higher price tag that major competitors such as H&M

·         Currency value in euro hurts global competiveness

·         Potential oversaturation in Europe

·         Natural disaster or power outage

[hannah.l]