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]