Retail Management Prject- The Big Sell Off Visual Report

7/27/2019 Retail Management Prject- The Big Sell Off Visual Report

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The Big Sell Off

Yellow Team

Eve Fisher


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ExecutiveSum

mary

The Big Sell O is an excing live project in which the students of

BA (Hons) Fashion Management with Markeng have competed in

four separate teams to sell the collegiate range for SouthamptonSolent University.

This project analyses the planning, development, execuon, and

results to the four day event managed by BA (Hons) Fashion

Management with

Markeng Level 6 students, The Big Sell O. The event was an

excing opportunity for students to create an innovave markengstrategy to sell the universitys collegiate range, with the products

designed by students, for students.

The project has given the students a great experience to learn

about how to combine sales and markeng to meet

markeng criteria. This crucial knowledge can be applied to the

employability skills of the

students involved in the event.

The Big Sell O was a fun experience to parcipate in. This project

will look at the business from every perspecve, for people

management, the supply chain, risk assessment, the market

overview and consumer denion.


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Introducon

Primary ResearchMethodology

Ideal Sample for the ResearchResearch Methods

Analysis of Preliminary Research

Secondary ResearchCompetor Research and The Markeng Mix- Hollister

Competor Research and The Markeng Mix- JD Sports

Competor Research and The Markeng Mix- Jack Wills

Market OverviewDenion of Pop-Up Shops

Perceptual Map

PESTLE Analysis

SWOT Analysis for Yellow Team

Consumer OverviewTarget Market

Pen Portrait

ACORN Consumer Proling: Collegiate Range

Maslows Hierarchy of Needs in Relaon to the Collegiate Range

Customer Relaonship Management Matrix: Collegiate Range

Diusions of Innovaon

Posioning StrategyMarkeng Mix

Anso Matrix

Boston Matrix

Relaonship Markeng

Kellers Brand Equity Pyramid

Posioning Strategy Conclusion

The Importance of People ManagementBelbins Team Roles

Adizes PAEI Management Roles

Contents PageThe Supply ChainTrend Moden

Producon Process

Jack Wills and The Supply Chain

Collegiate Range and The Supply Chain

PlanningMarkeng Aims and Objecves

SMART Objecves

The Markeng Strategy

The Markeng ProgrammeSales Forecast

Development and ExecuonAdversements/ Poster and Flyer Images

Sales and MarginsBreakdown of Team Yellows Sales

Prot Margins for Old Stock 2011

Prot Margins for New Stock 2012

Risk Assessment

The Four Categories of Organisaonal RiskCompeve AnalysisCompeon USPs and Strategies

Collecon of Competor Imagery

Compeve EvaluaonAppendix 1: Survey Quesons

Appendix 2: Team Roles and Responsibilies

Appendix 3: Team Yellow Rota

Appendix 4: Price List

Appendix 5: Stock Allocaon and Sales Instrucons

Appendix 6: 2011 Stock Order Documents and Cost PricesAppendix 7: 2012 Stock Order Documents and Cost Prices

Appendix 8: Yellow Team Sales Beakdown

Appendix 9: Yellow Team Budget

Appendix 10: Employability Skills

Harvard References/ Bibliography

POPAI (Point of Purchase Adversing Internaonal)Dimensions

POPAI Entry: Quesons and Answers

Visuals

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Introduction

The group will alternate locaons during the four days. These include the universitys main recepon, JM building, HC building, and the new

excing project Re:So (Retail Solent) based very central to the city of Southampton in the Marlands shopping centre.

The groups task is to devise an innovave markeng strategy in which to sell the universitys collegiate range, taking into account models

and theories learnt through the course and apply them to the praccal success of a realisc business.

The idea began with the revoluon of pop up shops, an answer to the many shops shung on the high street due to the impact of the

tough economic climate and prolonged recession.

The Big Sell O is a four day event, in which four teams of sixteen will

compete to sell Southampton Solent Universitys collegiate range,

designed by students for students. The group will be responsible for

preparing the clothing to sell in four dierent locaons, managing

takings, working as a team and accounng for stock.

The yellow team have many excing ideas to explore,

and in order to fully ulise the project, the team aims

to use this opportunity to directly help the well

established charity, Children in Need, which occurs

every November.

This project will examine every aspect of the project

and will account for the planning, development and

execuon of the event, as well as analysis of the naloutcomes and a compeve evaluaon.

In order to succeed, the group will need a thorough

understanding of retail management as a concept, and

a skill to sell to the chosen target market, and will need

to aain a compeve advantage over other teams.

Introduction

Introduction

Introduction

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PrimaryResearchMethodology

The methodology aims to idenfy the opmum

methods of research in order to gain as much infor-maon into the collegiate range as possible for the

purpose of maximising the potenal of the markeng

strategy. During the recession, pop up shops have been

an eecve method of ulising space and generang

growth in the economy, so to nd out if the range has

potenal, primary research will examine whether

selling the collegiate range will be a posive idea togenerate prot for the university. In order to gain the

best quality of informaon possible, the group would

need to incorporate qualitave and quantave data to

nd out opinions of the range as well as strong, reliable

stascal facts.

Ideal Sample for the Research

The collegiate range of Southampton Solent University has

been idened by Team Yellow as having the mostpotenal within the students which aend there, with a

stronger emphasis of rst years (their high levels of

excitement and enthusiasm towards their new university

life) and third years (as their university life is drawing

closer to ending, these students will perceive the products

as a senmental reminder of their university experiences).

Therefore, the sample for the research will consist of

students from Southampton Solent University, from all

year groups and from all course subjects. This will

eecvely be the target audience for selling the collegiate

range, and these are the consumers who will be present

and most likely to purchase in the four pre-set locaons. As

students of the university provide quite a broadperspecve of the range, the quesons in the survey will

also aim to gain informaon into dierent psychographics

and demographics in order to establish what types of

consumers are most interested in purchasing the range

and what factors would help them with their buying

decision process.

PrimaryResearch 2


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PrimaryResearch

Research Methods

As the group is limited for me to plan thoroughly, the ideal methods to

use would be surveys, as they can be created and distributed very quickly

via social media networks, and addionally focus groups, as networking can

gain a reliable sample quickly and it will give the team an in depth

knowledge of what the consumers would be interested in, therefore

helping the group devise a thorough markeng strategy.

By choosing to create a survey, the group needed to plan thoroughly whatinformaon was relevant and would help generate a thriving markeng

strategy. Therefore, it was decided that there would be a mix of open

quesons to gain qualitave informaon based on the range, as well as

closed quesons to allow for quantave informaon of one specic

answer, which would be easier to analyse and therefore stascal reliable

data can be produced and cross referenced.

The survey will be structured, as the survey needs to be consistent and adding and changing quesons would be

dicult. However, to overcome this problem, and to gain more thorough qualitave research, the team will conduct

focus groups with a mixed sample of Southampton Solent University students, from all years and both genders. The

focus groups will be semi structured, with a list of quesons and the chance to increase the depth of knowledge if

needed or if a point made by the parcipants is unclear to the conductor of the focus group, and then they will be

given the chance to elaborate.

PrimaryResearch 3


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PrimaryResearchAnalysis of Preliminary Primary Research into the Collegiate Range 2012

The use of market research is important into concluding what markeng

strategy would be most eecve at selling Southampton Solent Universitys

collegiate range to the selected target market.

Analysis of the primary research will help conclude how students perceive the

range and what the team can incorporate into their markeng strategy to make

the range more successful and fullling for the consumer.

Queson 1

Queson 1 aimed to establish the gender of the consumer to disnguish how

the markeng strategy could dierenate from this, as 73% asked were

female and 27% male. This shows that informaon could be more biased

towards females.

Queson 2

This queson simply asked for the parcipants age. This was to disnguish what ages the students who

aended the university were, and if there was a dominant age group, the team could then dene this

groups wants and desires, therefore the markeng strategy could be more eecve as a result. To conclude,

the age groups 18-20 and 21-23 were the dominant groups, meaning the team could use this informaon

to idenfy likes and interests to create a thorough markeng strategy. As this group has a lower disposable

income, and the group surveyed are all students, it is clear to dene that these consumers would be

interested in freebies, and to aspire to their personal interests, the team could include freebies for fashion,

music, food, and nightlife. These items would be appropriate to this demographic.

Queson 3

This queson was simply conrming the parcipant aended the university, to ensure that during result

analysis, the team could be sure the sample was 100% students that aended Southampton Solent

University and the survey had not been completed from people outside of the idealisc sample.

Queson 4

Queson 4 was designed to establish what year group the parcipant was currently studying, tohelp the team disnguish if enthusiasm levels were higher within the proposed target market of

rst and third year students. The informaon was biased, as due to the teams networking, most

of the parcipants were third year students. Unfortunately, there was lile informaon from

rst year students, however, it seemed that the majority of the sample (third years) were sll

interested in the collegiate range, therefore conrming that the team had chosen a correct

target market. These students are most likely to fall in the majority age group of 21-23 as well,

making this groups interests the dominant focus of the markeng strategy.

PrimaryResearchPrimaryResearch 4


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PrimaryResearchQueson 5

Queson ve looked into asking what consumers wanted from a lifestyle

clothing brand, with the opon of suggesng any factors that had not been

menoned. One person chose to add that they looked for brands that were

fashion forward. The most popular answers were quality, style, comfort and

value. The collegiate range is high quality and comfortable, but nding out

whether consumers perceived the range as stylish and to have value will

dene whether the product fulls consumer desires and therefore whether it

will have potenal for generang high levels of prot.

Queson 6

In order to idenfy whether building brand

awareness was important to the teams

markeng strategy, queson six asked

students whether they were already aware

of the collegiate range. According to

research, 63% of students were aware,

whilst 37% were not. This suggests that

even though the majority of students knew

of the range, the markeng strategy would

need to account for the students that were

not, and as a small proporon of students

were rst years, it could suggest this market

are not as aware. In order to ensure thatawareness increases, the markeng strategy

will need to build brand awareness using a

variety of markeng acons to adverse.

Queson 7

This queson was open, asking parcipants opinions of the range, in order to gain qualitave informaon.

Comments included were quite basic, quite expensive, limited colours, cool styles, uncool and overpriced,its the same as every other uni, uninspiring, theyre ok, not very fashionable, sporty, its not my style of

clothing, I wouldnt wear hoodies and trackies, lacks credibility and choice, as there are not many colours to

choose from and it s not perceived as trendy as other universies, there is a good variety, but the prices are

quite high, its something I would wear around the house, but not out and I think the designs are good,

however not so keen on some of the colours for example the purple and green. It seems that some students

like aspects of the range but not others, such as price and choice, whilst the majority believe it is not stylish or

fashionable or they perceive the range quite negavely. Most students surveyed did not believe that the clothing

matched their criteria of what they want, however, due to the teams networking it is to be considered that many

students that answered could be studying fashion courses and are predominantly female, suggesng that

students from sports courses could be far more intrigued by the range or that it is far more suited for studentswho are acve and need the comfort and quality the collegiate range oers. In order to incorporate this into the

markeng strategy, the team could take on a sports theme, and aim for students who are not as fashion

conscious.

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Queson 8

This queson asked if the parcipant had already bought an item from the range,

in order to establish their thoughts on the product whilst consuming, and whether

they were happy with the purchase. It will also help to idenfy what items have

sold well and if the range is already credible from previous consumers.

The majority had not bought an item from the range, showing that the range has

not been hugely popular so far. With such a high proporon of the parcipants

already having awareness from the brand, the evidence of this queson shows that

consumers currently dont have high levels of interest in the range, and not enough

desire to drive purchasing. The markeng strategy will need to be persuasive in

order to encourage the potenal consumers to purchase. As for the consumers

that had purchased, there was one consumer unhappy with the sizing (however,

this was from a previous and dierent range with dierent specicaons) and the

other consumers were happy. The items were two t-shirts and two hoodies whichshow that these items are products that need the highest focus during selling.

PrimaryResearch Queson 9This queson asked the parcipant whether they would be

interested in purchasing from the collegiate range, with 60% claiming

they would. This implies there is sll huge market potenal, as this is

a clear majority who are willing to purchase.

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The survey then connued asking the

parcipant as to which items they would be

interested in. This is to establish what products

are likely to be best sellers, so that the team can

then predict which items to merchandise more

eecvely, and how to ulise the increased

potenal of some of the items within the range.

As the results suggest, the hoodies and joggers

have the highest potenal with a combined

result with 86.66% of parcipants interested

into these items. Only 20% were not interested

at all, which suggests 80% of consumers have at

least some interest in purchasing. Shorts looked

to be very unpopular with only one parcipantinterested, however t-shirts also have a strong

ability to sell during the week. The team will

need to focus their visual merchandising on the

hoodies and joggers, with consideraon into

which markeng acons can boost sales of these

items (which will lead to a higher average spend

per consumer as well as higher levels of prot

due to these products being the most

expensive).

Queson 11

Queson eleven was an open queson to

determine what consumers thought of the

pricing for the 2012 range, and whether they

would be willing to purchase with the set prices.

. Consumers felt the prices were fair, but were

not too sure whether they would purchase due

to the brand lacking credibility. Of course, this

means that the team needs to meet the

objecve of creang favourable percepons to

students within their markeng strategy.

Another key point to make is that consumers

feel that the range was far beer priced than

the 2011 range, and this would make them feel

far more inclined to spend the money if they

I think they are all at good prices

and wouldnt have a problem buying

any of them for that price

Depends how unique it is

They are quite good value, Iwould be encouraged to buy

Ty ar qi fapice, hv I dnk yr wo iu to sl

They are much better comparedto last year, I would be more

likely to purchase

The t-shirt is reasonable but the hoodies

and joggers are too highQueson 12

Queson twelve examined whether incenves with purchases, such as games and freebies, would encourage

consumers to buy products from the range. As the results are shown in this pie chart, only a small percentage of

13% answered No. The large proporon of 47% answered Yes to incenves encouraging a purchase,

addionally 40% of consumers were slightly scepcal, answering Depends how good the incenves are. This

proves that as part of the markeng strategy, team yellow need to contact companies to try to gain incenves

as well as incenves which are perceived as good by the parcipants (as discussed earlier, this could consist of

fashion, food, music and nightlife freebies).

PrimaryResearchPrimaryResearchPrimaryResearchPrimaryResearchPrimaryResearchPrimaryResearchPrimaryResearch 7


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Queson thirteen is an open broad

queson asking the parcipant to

state what aracts them into a store.

The brand as a package. It must fit

the style I want to achieve.

Something new and original.

Good lighting, very visually creative

and ambitious displays, colour and

well presented mannequins to display

how the garments look.

Reputation, aesthetics, andpricing

An interesting store layout, nothing toocluttered with lots of interesting visuals. Alsonot too bright fake lighting as it hurts myeyes - big windows with natural light wouldbe a major plus. Also friendly and helpfulstaff.

Attractive exterior,

clothes models, good vibe

Window Displaysand Colour

It seems that consumers are aractedto similar variables, such as music, good

visual merchandising, good

atmosphere, style, eecve window dis-

plays, mannequins and friendly sta. As

the project is based on the concept of

pop up shops, it will be

dicult to make window displays

possible, but making the products eye-

catching and visually merchandisingthem eecvely will help aract con-

sumers to browse, which could lead

onto sales, meaning that this element

of the project needs to be thoroughly

planned and executed during the Big

Sell O.

Queson 14

This queson wanted to know as to what extent customer service aects

purchasing decisions.

The comments tend to follow the concept that good customer

service aects purchasing posively, and also will determine

whether they return as a repeat buyer, therefore suggesng a link

between posive customer service and brand loyalty. Delivering

good customer service is important for the collegiate range, so

assisng browsing consumers with sizes and colours as well as

being friendly and smiling will be a tacc in order to gain sales.

Massively. It helps if itis available and friendly.

A lot. I will not return to a store

again if I receive bad or rude

service.

If the sta are

rude or

unwilling to help

then it reects

negavely on the

store, less likely

to make a pur-

chase.

I dontliketo bepushedandpesteredto buy, buta friendlyface isalwaysnice

ItdoesntreallyiIreallylikethe

item.Butitwoulddenitelyafectmy

decisiontoreturn.

NotverymuchiIreall

yliketheproducts,but

it

doesputmeofthebran

ditheassistantsareru

de

ornotpoliteenough,wh

ichihaveoundisvery

commoninSouthampt

onstores.

Itaffectsmyrepeatbuying;notmyinitialbuyingsowontbeabi

gfactor

inthecollegiaterange.

Not too much, if I

want something Illbuy it.

Queson 15: Addional Comments

The range is not attractive to people who want to look stylish.maybe more stylish as it is pretty basicThe products are good but i would be more likely to purchase oneif there was more variety of items, additional different designsand lower prices.More advertising

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SecondaryResearchSecondary Research into the Big Sell O will indicate what strategies

are successful for selling lifestyle clothing, by looking into competors

with a similar product mix.

Competor Research and the Markeng Mix

The main idened competors for the collegiate range based on the markeng mix are lifestyle retailers Hollister and Jack Wills, as well as the University of

Southampton collegiate range and potenally sports retailers such as JD Sports. By observing the main idened competors of the collegiate range, it is clear to

see how three very dierent companies with similar products manage their markeng. By absorbing this informaon, the yellow team can use this informaon to

help them develop a markeng strategy which ulises the eecveness of their competors.

Hollister Markeng MixProduct Hollister base their products on Californian fashion and lifestyle. The products are very casual and simplisc with

their famous seagull logo and the brand handwring. The physical product revolves around very versale colours,

such as greys, reds, navy blues, and denim, basic cut shapes like hoodies, t-shirts, joggers, shorts, shirts and jeans.

The funconal product revolves around comfort, high quality, versality and praccality through good ts, thick

materials and waterproof outer garments. The product is based heavily on the psychological product, which

incorporates the Californian theme which is aspiraonal to young people and students. The brand has a strong

American beach style heritage, and appeals to the sense of belonging to this interesng, cultured lifestyle. The

product mix is very similar to those oered within the collegiate range, both physically and funconally. Hollisterssister company, Abercrombie and Fitch, is marketed from the American high school culture, which is more similar

psychologically to the collegiate range.

Price The price of the product is quite expensive, due to the quality and demand for the brand. For example, the male

joggers are 44 and female joggers are 39, male and female plain t-shirts are roughly 16-20, male zip-up

hoodies are 60, and female zip up hoodies are 50, whilst female jersey shorts are 19. Of course, these products

are far more expensive than the collegiate range. Hollister use premium pricing as they are a far more established

brand, so despite their quality being beer, they can charge more for their clothing, compared to the less

established collegiate range.

Place Hollister currently have twenty nine UK stores, including one in Southampton. They are a mul channel retailer,

as they distribute goods through their stores, their online website and through a phone app. Their stores are very

unique and the brand is very much built on the Californian culture. The store from the outside resembles a beach

hut, with dark wood panelling. The customer can enter one of two sides: Dudes or Beys. This further juses

the American beach culture. The lighng within stores is very dark with occasional spot lights to highlight key

products. The Hollister perfume is blown throughout the store to heighten the senses of the consumer and to

make the store environment more aesthecally pleasing. Every product is presented very neatly, with mannequins

to display the desired Californian look. The online channel and mobile phone app are displayed similarly, with very

dark browns and vintage wood eects, which is very simplisc yet eecve.

Promoon Hollister use direct markeng as promoon to consumers who sign up to email updates, as well as having their

own online soundtrack, social media pages on Facebook and Twier as well as a mobile phone app. They also

occasionally release online codes oering discounts as well as regular in store and online sales.

Hollister is the sister company of the American brand, Abercrombie and Fitch. The brand is based around the idea of Californian lifestyle.

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SecondaryResearchJD Sports Markeng Mix

Product The products oered by JD Sports are known to be funconal, as their purpose

is predominantly on sports. The physical products vary from what sports marketthe clothing is aimed for, however, products tend to be t-shirts, hoodies, joggers

and trainers in a range of colours. They are very basic shapes. The funconal

product is comfortable, t for purpose, basic and well ng. The

psychological product varies from brand to brand, but mainly revolves around

the idea of tness, sporness, and acve lifestyles. The products resemble

those within the collegiate range, based around comfort and praccality. JD

Sports oers a wide variety of prodicts from sports brands, such as Nike,

Adidas, Lacoste, and much more. All these brands product products aimed for

praccal and comfort reasons, therefore making the product mix very similar to

those oered in the collegiate range.Price Branded hoodies range from 20-65 for women depending on the credibility

of the brand, and 20- 115 for men. Joggers for men are 20- 70, and

10- 65 for women. Brands at the higher end of the scale, such as Lacoste,

Nike and Adidas, are the more expensive labels, making them far more

expensive than the collegiate range. They order in bulk to get lower cost prices

in order to use compeve pricing against similar retailers.

Place JD Sports operates dominantly from bricks and mortar stores. However, they

also operate through their online channel and mobile phone app, making them

a mul channel distributer. Within their stores, a large area is allocated to

footwear. The stores are merchandised using their key colours, black and silver.

Their website is laid out with similar colours, but is not parcularly impressive.

It does not follow fashion or style as a dominant theme.

Promoon JD Sports use direct markeng by emailing their consumers, as well as social

media. They also adverse in newspapers and magazines, such as FHM and

NME. The company collaborated with Adidas to feature VIP ckets for an

exclusive N-Dubz event at the O2 arena, and use compeons, sales

promoons and athlete endorsement to promote the brand.

JD Sports is a retailer supplying large sporng brands,

with the idea of quality and purpose throughout

their product mix.

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SecondaryResearchJack Wills is a Brish brand aimed at university students, with the

slogan University Ouiers. The brand specialises in good quality

lifestyle clothing.

Jack Wills Markeng Mix

Product Jack Wills is a lifestyle brand aimed for Brish University students, so oers a very similar product range

to the collegiate range. The products are based around the university lifestyle, with many casual, praccal

items designed with a sense of style. The physical product is made to a high quality, with a range of colours,

cuts and shapes. Their basic clothing with the Jack Wills logo is the best sellers of the brand. The funconal

product that the items are comfortable, praccal, high quality and versale, as the product is designed to

be durable as they are aimed for student lifestyles. The psychological product is a sense of involvement,

community, status and intelligence. The clothes project the image of being young, aspiraonal, fun and

ambious.

Price The price is quite expensive, especially for a brand aimed at students, due to the value of the range and the

status the brand projects. Male joggers are priced from 49.50 to 59.50, whilst female joggers are priced

form 39.50 to 49.50. The basic t-shirts with the brands logo are around 29.50 for women and men,

whilst hoodies range from 59.50 to 98.50. The brand uses premium pricing, with the status

supporng the price. It is far more expensive than the collegiate range, but oers the same clothing withmore of choice and a stylised essence. It is a well established credible brand, which juses the high price

and makes it an aspiraonal brand.

Place Jack Wills has y ve UK stores. They have also expanded into Hong Kong and the USA. The stores are au-

thencally Brish, with large eorts placed into the visual merchandising, such as deer antlers, quirky wall-

paper, bath tubs, wooden wardrobes and cabinets, lampshades and framed Brish art. The store

environment is very luxurious and unique, spacious with beauful furnishings. Their online environment is

displayed extremely well, as products are easy to nd and style ideas for dierent ranges give excellent

inspiraon for their target consumers. Contrasng to Hollister, it is very bright with the bold font standing

out amongst the use of white. Jack Wills is aimed to the aspiraonal student demographic, similarly to the

collegiate range; however, Jack Wills as a retailer lacks a bricks and mortar store within Southampton,therefore lowering the threat of compeon to the collegiate range. However, the brand is sll accessible

with the use of an online distribuon channel.

Promoon The company uses event markeng to support the themes of community and status to the brand. They are

sponsors to the Varsity Match, hosng aer pares with the Mystery Jets DJ set. They also hold student lock

ins with free drinks and live music with a free goody bag (ckets are priced at 10 each). Consumers can

also go to their late night Christmas shopping events for 20, which is redeemable with purchases over 50

and receive a free goody bag. They also promote their brand with seasonal videos, and inspiraon pages on

how to wear the latest trends. The company also oers 15% student discount with a valid NUS extra card.11


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MarketOverviewPop Up Shops

Pop Up shops have become increasingly popular in the recession, as businesses

are suering to operate throughout the duraon of a whole year.

According to The Guardian, every day twenty shops are closing on UK high

streets with one in six properes empty, compared to just one in twenty at the

start of the recession (The Guardian, 2012). Pop up shops are a way of ulising

these spaces, beneng both the retailer and landlords. This illustrates a

fantasc opportunity for the collegiate range, regarding The Big Sell O. In

order to understand the opportunity fully, research needs to be conducted to

give a market overview, through an external analysis.

Perceptual Map

Idenfying the collegiate ranges competors can help determine the cur-

rent posioning within the market and disnguish how the range is perceived

amongst consumers. The idened competors are Hollister and Jack Wills, as

these lifestyle casual wear brands are highly popular amongst the student

demographic, as well as JD Sports and Sports Direct, as the Yellow Team are

aiming the brand towards the concept of sports. The University of

Southamptons collegiate range will also be a direct competor to the potenal

demographic outside students, as it is perceived as a more credible and

established university.

Southampton Solents collegiate range is reasonably priced, and quite good

quality (due to the thick materials, the eecy interiors and the strong colour

quality), however, primary research suggested that a percentage of consumers

thought that the range was overpriced due to the fact that it was not stylish

enough, which then lowers the value of the products. This is why the range is

perceived as being higher in price.

(Pop Up Businesses for Dummies, Dan Thompson, 2012)

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MarketOverviewPESTLE Analysis

Conducng a PESTLE analysis enables the group to gain an in depth under-

standing of the external market, which will help to forecast any potenal

opportunies and threats. This will help to form the foundaons of the

markeng strategy.

Polical Student Fees Increasing in 2012The coalion government announced in 2010 that people who applied for university for the year 2012 would pay an increased amount in tuion fees. Prior to this

change, the maximum tuion fee was capped to 3,290 per year, which has now risen to 9,000 per academic year. This has had a huge impact on the higher

educaon industry, as a report by Andrew McGegan states that higher university fees will add 100 billion to public debt over the next twenty years (BBC, 2012).

UCAS stated that by January 2012, total applicaons compared to 2011 had decreased overall by 7.4%, UK applicants had decreased by 8.7%, whilst English applicants

decreased by 9.9%, and applicants from the EU decreased by 11.2% (UCAS, 2012). The Guardian also claimed that the rise in tuion fees led to 15,000 fewer applicants

from England, whereas students applying for Scosh, Welsh and Northern Ireland Universies barely dropped (*Scotland do not charge tuion fees, Wales pay for any

fees above 3465 for Welsh students aending UK instuons, and fees from Northern Ireland are capped at 3465). The Guardian suggests that the average annual

tuion fee in England was 8,385 for 2012, which will rise in 2013 to 8,507 (The Guardian, 2012).

The Big Sell O could be threatened by these gures, as the current rst year students of the university, who are the ideal target market due to their keenness andexcitement towards university life, are the rst year of students that have to pay the increased tuion fees. As a result, these students will be more cauous of the

money they are willing to spend, as well as wary about whether the prices set by the university are fair for the products being oered. In order to overcome this

threat, the Big Sell O needs to oer more than the clothing for the price being charged, with the use of incenves, free gis, and anything which will appeal to their

lifestyle of having low disposable income (food, clothing, social occasions, ect).

Rising Transport Fares

Many students are resorng to commung from home instead of living in their university cies, due to the high prices of rented and shared accommodaon and not

enough government funding. In 2010, more than 310,000 students chose to apply to local universies and commute from their home, which is 19% of undergraduates

compared to just 8% in 1984, as eight out of ten of these students claim they chose to live at home during their studies to save money (The Guardian, 2011). This

gure was predicted to increase dramacally with the rise in tuion fees, as aspiring students who sll wanted to go to university researched ways of cung other

debts.However, stay at home students will stay have a small amount of money to live on, as staying at home will mean a smaller student loan. With the rising commung

costs, this leaves the stay at home students with very lile disposable income. By January 2013, rail fares will have raised by 6.2%, roughly twice the rate of inaon

which stands at 3.2% (BBC, 2012). Rail fares, prior to this, was perceived to be extoronately high, which has driven public outrage at the rise in rail fees. Of course, for

stay at home students, these prices will have a severe dent in their nance. This will result in either having lile disposable income, or not even coming into university

unless there is important informaon to gain. This will aect the Big Sell O, as a threat, as these students will be dicult to target and unwilling to spend the money

on the collegiate range. They also do not have a lot of spare me for browsing the range, as their only purpose is to aend lectures and then catch their train on me

to avoid repaying the fare for missed trains. As tuion fees increased this year, there will be fewer students and more stay at home students, therefore signicantly

lowering the amount of students to target the collegiate range at. Therefore prots could be lower than last year, or buying habits have shied suggesng that fewer

students are willing to pay the cost of the clothing.

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Market Overview

Economic The Recession

The Recession has been aecng the UK economy for a number of years, signicantly impacng on the economic climate. According to the BBC, the UK entered a

double dip recession in April 2012, aer the economy shrank by 0.2% in the rst quarter in 2012 (BBC, 2012). This resulted in consumers becoming increasingly

cauous over their spending, as inaon has resulted in a smaller amount of disposable income. This also applies to the student demographic, who have a very

small amount of money to live o, with cost commitments which include rent, bills, internet and food payments. NUS esmated that for 2010/11 the average cost

for an undergraduate student living outside London was 15,523 (David Malcolm, NUS 2010). A study in 2009 by the NUS also suggested that one in four students

would receive less nancial support from their parents due to the recession, and that 80% of students were concerned or very concerned by the graduate

employment levels and their likely career prospects (NUS, 2009). However, even with limited nances, students are sll willing to purchase clothing during the

recession. A report conducted by Mintel Fashion: The Impact of the Recession 2010 examines how the recession has impacted consumers during the recession.

The report states that One in ve 16-24-year-olds spent more on clothes last year than they usually would twice the average. The recession appears to havebypassed young people who connued buying clothes to keep up with the latest trends and plan to connue doing so in 2010 (Mintel, 2010). Even though this

statement is representave of young people, it does not consider the impact the recession has had on students. The report suggests that the carefree atude

could stem from young people living at home with their parents, or full me college educaon, therefore the eects of the recession have not aected them

directly. Fashion is priorised to this age group none the less, as wearing the latest trends and styles in important and being perceived by peers to look aracve is

also ranked at high importance. Therefore it is important that the Big Sell O overcomes the recession by using the opportunity to market the collegiate range from

a fashionable, stylish and trendy perspecve, and to strategically encourage impulse purchasing either by oering incenves for a purchase or by making

purchasing easy, via a variety of distribuon channels. By creang favourable percepons of the range, either by eecve use of v isual merchandising and

adversing to create the illusion of the clothes being stylish, could prove to be benecial to the protability of the collegiate clothing range.

Rising Coon Prices

The collegiate range is a casual, lifestyle brand created by students of Southampton Solent University, which means that most of the clothing designs incorporate

coon to make it as praccal to its purpose as possible. Therefore, rising coon prices are going to aect the cost price negoated to the University from theirsupplier to accommodate these changes, which could inevitably threaten The Big Sell O. With a higher cost price comes a higher selling price, in order to ensure

a substanal amount of prot is being accumulated. However, the price also needs to accommodate their student market. According to the Daily Mail, coon prices

were set to rise from February 2011 by 10% in the months aer, therefore impacng on the fashion industry quite heavily (The Daily Mail, 2011). This has brought

on social change, as consumers choose fewer items of higher quality in order to full criteria for the product to last longer. Of course, the University simply needs

to thoroughly negoate with suppliers to gain the lowest cost price possibly, so that the pricing of the clothes could accommodate the student demographic. With

such lile disposable income, the main incenve to aract students into buying the collegiate products would be a low price, so ensuring the products are not too

expensive will help to boost sales and prots. The 2012 Collegiate Range is priced far lower than the 2011 Collegiate Range, which provides an excellent

opportunity to sell this year and boost the year-on-year prots.

PESTLE Connued: Economic 14

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Market Overview

Social Rise of Social Media

Social media has revoluonised the way in which people communicate, as the creaons of websites such as Tumblr, Facebook and Twier allow people

to interact using the internet. Social media is also a recent development in markeng, as many companies, brands and businesses are using social media

as the ulmate communicaon tool to update their consumers of the latest news, compeons, videos, images and much more. Facebook, which was

founded by Harvard student Mark Zuckerberg in 2004, was originally created to be used amongst university students to aid in making friends and updang

them on informaon, as well as inving them to events, and displaying pictures from social occasions. The original target market for the social networking

site was students, and with 900 million acve users, it is now aimed at a huge majority of demographics which makes the site an opmum environment for

companies to adverse. According to stascs, in 2012 50% of Facebook users were aged between 18-34 (24% 18-24, 26% 25-34), as well as an average of

40 million users per day vising the site for an average of 22 minutes (Fourth Source, 2012). Twier, also a popular social networking site, has 140 million

acve users, with an average of 340 million tweets per day in March 2012 (Twier Blog, 2012). In January 2012, two thirds of Twiers users were under

the age of 34, with 40% being aged 15-24 and 28% aged between 25-34, as well as being the most mobile, with 82% owning a smart phone and 22%owning a tablet (Wall Blog, 2012). One of the Big Sell Os main markeng objecves is to build awareness, as the range has the potenal to succeed

amongst students at Southampton Solent University. By connecng and communicang to potenal consumers by targeng them via these social

networking sites will hopefully benet the Big Sell O Collegiate Range, as well as building consumer awareness and informing consumers of what

incenves are being oered. The Big Sell O needs to therefore fully embrace this opportunity and create a buzz in order to aract the aenon of

potenal student consumers.

The Rise of Fashion Blogs

Fashion blogs are growing in popularity, mainly via the internet, where innovators display their latest ouit trends, discuss what brands appeal to them,and

what look they are trying to achieve. Most fashion bloggers are very creave, and can use a variety of key items to transform a simple ouit. Fashion

bloggers are not only in growth due to their popularity but are also increasingly inuenal in the fashion world. In 2011, DigitallyLUX examined the

inuence of fashion blogs. They were categorised into connents, before then being further categorised either into personal style, editorial, street style orDIY fashion. In the UK, there were 55 signicant fashion blogs, with 41% of these being Personal Style, 31% being Editorial, 25% being DIY and 3% Street

Style, with 91% of bloggers on Twier and only 47% on Facebook (DigitallyLux, Sept 2011). Fashion blogs tended to be more popular in North America and

Europe compared to anywhere else in the world, as North America claimed 304 blogs whilst Europe claimed 102. Bryanboy, a worldwide famous fashion

blogger, has been very inuenal for the brand Marc Jacobs and then got a bag designed by Marc Jacobs devoted to him, named the BB Bag. BryanBoy

is reported to earn $100,000 per year and has also aained the posion of a judge on Americas Next Top Model (The Daily Mail, 2012). This displays the

extent of how inuenal fashion bloggers can be, and if the Big Sell O ulises this opportunity, it is possible to use viral markeng via a fashion blog to sr

interest for the range from potenal consumers. However, in the small amount of me the groups have to develop a markeng strategy, it could prove

dicult to aract a large enough quanty of followers.

PESTLE Connued: SocialMarket Overview 15

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Market Overview

Technologic Online ShoppingOnline shopping has changed the way in which consumers shop by increasing the convenience and availability of any products consumers desire. Bricks and

mortar will always be signicant in the way people shop, however, the online channel allows consumers to browse any products of interest at any me of the

day, and with improvements to logiscs, many consumers can obtain a product within hours of ordering it. Online shopping has become a phenomenon within

the fashion industry, and many retailers and brands have access to an online channel. Many new businesses are even operang only through the online channel,

making them pure play retailers, such as ASOS and Boohoo. Even if consumers do not use online shopping to actually purchase their clothes, they will use it as a

research tool to help them seek good deals, as the recession has brought wariness to how much consumers spend on luxuries such as fashion. Mintel makes the

following key points:

1.However, over half (53%) of shoppers also use the internet to compare prices and hunt out the best bargains, as cost-conscious shoppers ghten their purse

strings in the current era of austerity. As consumers become more skilled at seeking out bargains, the importance of brand or retailer loyalty is waning and

shopping around will rise.

2.Speed and convenience prevail as the main advantages of shopping online. Eight in ten consumers say that shopping online helps in avoiding crowds in shops

and three quarters say that browsing online has reduced the amount of me they spend in stores.

3.Eight in ten (81%) consumers with access to the web have purchased items online in the last 12 months, an increase of 8 percentage points since 2007.

Furthermore, internet users are buying via the web more frequently as trust in ecommerce builds.

4.Four in ten internet users make fashion purchases online, an increase of 13 percentage points since 2009, making it the most popular product category to be

bought via the internet.

5.Popular social networking sites such as Facebook and Twier are powerful plaorms for fashion retailers to connect with their fans, and some brands allow

shoppers to make purchases directly from these sites.

6.Women are much keener online fashion shoppers than men, with almost half of females purchasing from online clothing and footwear sites, compared to three

in ten men (28%). This mirrors the fact that females overall have a greater interest in fashion than men.

7.Mobile internet usage peaks among under-25s and ABs and, as this demographic is also the primary driver of sales within the clothing market, the powerfulpotenal of mobile commerce (m-commerce) within the fashion arena is clear. (*Mintel, 2012, Fashion Online)

With these stascs, it is vital to see that online shopping has not taken over the tradional methods of shopping with bricks and mortar stores, but has simply

enhanced the methods in which a consumer can shop. Fashion is the largest performing industry online, which suggests that it is vital that retailers and brands

take advantage of the opportunity of expanding into online distribuon. In relaon to the Big Sell O, creang an online environment could help boost prots, as

consumers can purchase from home, oering convenience and a possible compeve advantage from the other teams. However, the website needs to be easy

to nd and accessible, which could be dicult to achieve. 40% of 16-24 and 38% of 25-34 year olds buy clothes online, but buy more clothes in store, which

displays a clear market amongst students for an online channel, as well as 22% of these age groups buying clothes dominantly online compare to in-store

(Mintel, 2012). However if the Big Sell O embraces this opportunity and clearly states to consumers where they can browse and purchase the clothing, then it

could be a successful tacc to boost prots.

PESTLE Connued: Technological 16

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Market Overview

Technologic Smart Phones and AppsSmart Phones have been a revoluonary technology in recent years. The technology uses the basic concept of a standard mobile phone, with

advanced features such as access to the internet, gaming, music, photography, video, downloads of applicaons and much more. The Smart

Phone allows the consumer to access anything anywhere, meaning that the fashion industry needs to consider this technology and how it will

impact on consumer behaviour. Many fashion brands and retailers, such as Topshop to Burberry, have explored this concept by creang

applicaons that allow their consumers to be updated by the latest news, view new collecons and key pieces online, stream live catwalk

shows as well as buying via their Smart Phone. Burberry is known for being advanced within their markeng technology, by allowing

consumers to buy pieces from their collecon as it is literally being shown. Click and Collect services are also very popular, to oer the

consumer ulmate ease and convenience to purchase a product without the hassle of waing in queue to purchase. According to research

conducted by Mintel into Digital Trends, evidence showed that 56% of the UK populaon own their own personal Smart Phone, with Apple and

Google dominang this market. It seems that young people are the strongest market for Smart Phones, as 76% of 16-24 year olds own one, aswell as 78% of 25-34 year olds. From January 2012, 14% of consumers intended to upgrade their Smart Phones in the three months following,

displaying a keen interest to have the latest products (Mintel, 2012). From this informaon, it is apparent that younger people tend to show

higher levels of interest in their Smart Phones, which then opens the opportunity to ulise this technology within the markeng strategy for

the Big Sell O. This could either be through the development of an app, showcasing the clothes, or as an addional distribuon channel. QR

(Quick Response) Codes are also a developing technology to oer the consumer ulmate convenience, by allowing the consumer to scan the

code with their Smart Phone and then be directed straight to the page of interest. By implemenng this system via the Big Sell O

adversements will enable consumers to be linked to pages on Twier, Facebook, and possibly a website which allows consumers to purchase

online within seconds. Creang an app in the short space of me without the relevant resources is unrealisc, however it would be an

interesng concept to explore as such a high number of students are Smart Phone owners.

Legal Sales of Goods Act 1979

The Sales of Goods Act was introduced to the UK in order to give consumers rights whilst purchasing products, as well as to regulate any selling

acvity. The law states that the product descripon has to be accurate and in no way misleading, as well as in a suitable state for the consumer

and not faulty in any way, and if any problems occur the consumer has the right to return the product either in exchange or for a refund. The

Big Sell O needs to ensure that all products sold are in excellent condion, meet the criteria of the product descripon, as well as to allow any

consumers to gain a full refund if they are unhappy with the products. This way, the retailers will be taking full responsibility and the

consumers will be far more willing to buy the product with the reassurance that they can return it if any problems arose.

PESTLE Connued: Legal 17

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Market Overview

Environmental The Increase in Demand for Ethical Clothing

Ethical clothing is increasing in popularity, due to intelligence and media exposure to the negave issues

surrounding a fashion business. As a result, there has been a shi in social atude towards ethical clothing, as

consumers are more conscious and compassionate as to where their clothing is sourced from. According to a

Mintel Report, 49% of 15-24 and 60% of 25-34 year olds claimed that it was important that a company act

ethically, whilst 38% of 15-24 and 43% of 25-34 year olds claimed they would refuse to buy products from a

company they disapprove of. The same report also suggests that 18% of 15-24 and 19% 25-34 year olds would

only ever buy items from a company whose ethics they agree with, showing a signicant market to young people

for ethical clothing (Mintel, Ethical Clothing, 2009). Mintel also suggests that there is a link between educaon

levels as to how compassionate a consumer is towards ethical clothing, by implying that Mintels research

conrms that level of educaon is a key predictor of atudes and behaviour in this context as in many others.

Consumers with Higher Educaon show signicantly greater familiarity with ethical clothing, including being

more likely to appreciate the potenal link between low pricing and dubious producon pracces.

As more teens and adults choose Higher Educaon, then this will be another posive driver to appreciaon of

ethical issues and the potenal benets they can bring to the producer, the environment and themselves by

choosing Fairtrade or sustainable clothing for instance. (Mintel, 2009).It has also been stated that the organic coon and texle industry is growing, as sales for this industry in 2011

rose in the UK by 2%, as well as the organic clothing industry being valued at 100million (The Guardian, 2012).

All this informaon shows an opportunity for aiming ethical clothing for students. Ensuring the supplier acts

ethically is important whilst in the process of creang the collegiate range, as any students that are concerned

with ethical pracces in the process will only purchase the clothing if it has been made well and people involved

in creang the products have been treated as ethically as possible. It is also the Universitys responsibility to

ensure that the process of obtaining the clothing is as friendly to the environment as possible.

PESTLE Connued: Environmental 18

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Market Overview SWOT Analysis for Team YellowStrengths

The Collegiate Range for 2012 has much lower

price points than the 2011 range, which works well as

low prices are a desirable trait within a lifestyle brand

aimed for students. Prices this year include 12 for

shorts, 21 for joggers, 25 for a hoodie and 9 for at-shirt.

The Collegiate Range is high quality and oers

comfort, praccality and warmth. As idened in the

PESTEL analysis, with the result of a recession

consumers are willing to spend more money on an

item which is long lasng and high quality. Primary

research shows that 66.67% priorise quality and

63.33% seek comfort from a lifestyle brand. Therefore

markeng the range on the quality of the products

should work to the teams advantage.

The design has been created by Southampton

Solent University Students, which makes it a design by

students for students. Therefore, the colours, shapes,

and detailing has been chosen to accommodate the

student market.

Hoodies and Joggers, the most expensive itemsof the range, are the most popular items according to

primary research, with 53% of parcipants interested

in hoodies and 33% interested in the joggers. Only 20%

were not interested in any of the items at all.

The University Students Union website sells the

collegiate range online, therefore opening this

distribuon channel and making it easier for

consumers to buy.

Weaknesses

The Collegiate Range is only available in two

colours for the 2012 collecon, meaning that it is quite

limited for choice. Adding more colours could increase

choice and therefore oer more to consumers

The range is not perceived as stylish, which

acts as a weakness due to this being a desired trait

amongst the target market of students. Primary

research suggested that 86.67% of students looked

for style in a lifestyle brand, whilst 26.67% looked for

trendiness, which shows that fashion has a strong

signicance. Market research suggested that it was

very basic, uninspiring, uncool, limited choice,

overpriced and not very stylish. This suggests that

students would be looking for more trend oriented

clothing with more choice, which could lead to

diculty trying to sell the products.

The 2011 Collegiate Range oers more choice,

however, the same high prices as last year apply. A

varsity jacket is priced at 45, which is simply not

aordable for the student target market. If it were

possible, placing these items in a sale of discounted

prices could boost sales for old stock.

The new prices of the range are accurate to the

target market however; this means that the clothing in

the range does not have a high prot margin per item.

In order to ensure that the range is as protable as

possible, the team will need to sell a high quanty.

SWOT Analysis for Team Yellow 19

M k O i SWOT A l i f T Y ll

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Market Overview SWOT Analysis for Team YellowOpportunies

Social Media provides a convenient and easy method to

target students by creang a Facebook and Twier page, as

well as the possibility of a blog and phone app. As one of the

groups aims is to build brand awareness for the collegiate

range within Southampton Solent University students,engaging with social media will help with both word of mouth

markeng through networking with peers and to build

knowledge of the range and what the yellow team is oering.

To create an online retail distribuon channel would be a

great opportunity to oer consumers the convenience of

buying the range anyme.

The group has an opportunity to aim the project from a

charity perspecve, as a method of meeng a markeng

objecve to create favourable consumer percepons could be

collecng money for a worthy cause.

Primary research showed that even though 87% of

students had not purchased any items from the range,

however, 60% of students would be interested in buying from

the collegiate range and 47% being more likely to do so with

oers and incenves, oering the team a perfect opportunity

to gather ideas for incenves and to obtain them.

The locaons of the Universitys main recepon, JM and

HC buildings will provide an opmum opportunity to

communicate and sell directly to the student target market.

Ulising these spaces in order to draw consumers in will need

to be considered taccally in order to overcome the threat of

compeon from the other teams.

Threats

The main threat to the Yellow Team is the direct

compeon of other teams and their markeng strategies, as

they could either aract more sales based on their locaon or

claim an increased market share due to more appealing

markeng strategies. Ensuring Team Yellow appeals to their

target market with incenves appropriate and use tacle

visual merchandising and adversing could be used to draw

the consumer in.

Compeon through high street established lifestyle

brands, such as Jack Wills and Hollister pose a threat to the

Collegiate Range. These brands are aspiraonal to students,

and oer a wide choice of colours. The items are made to

high quality, which will essenally mean consumers will be farmore willing to spend their money on an established credible

brand as opposed to the collegiate range.

Increasing student fees and rising commung costs will

result in the target student consumer having less disposable

income, which means buying the range could prove to be

challenging. This factor will threaten the potenal success of

the Big Sell O.

The Marlands Shopping Centre as a locaon for the BigSell O is a threat, purely because the Marlands does not

aract a large student demographic, and due to the Re:So

shop being upstairs, and quite hidden, it will be a challenge

to draw consumers into the shop. The group could overcome

this by adversing thoroughly, as well talking to consumers

and using suggeson as a tacc to draw consumers into the

shop.

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Consumer OverviewAer examining the external market, the team now can idenfy their consumer and

to overcome threats and embrace opportunies in the market.

Dening the opmum consumer is signicant to any form of markeng strategy, as

targeng a consumer that has interest or aspires to a product will maximise the

potenal of the range selling, therefore gaining the maximum amount of prot

possible.

Target Market

The Yellow Team made a group decision to target students of Southampton Solent

University, with emphasis on rst year and third years. This is rstly due to the

collegiate range being specic to Southampton Solent University which implies that

the clothing would be aspiraonal to students who aend the university, as it

appeals to their psychological need for a sense of belonging to the student

community. The group agreed to dominantly aim the products towards rst year

students, due to their heightened sense of enthusiasm and excitement at theprospect of student life and their desire to parcipate within the student community.

Third years also have high potenal for the range, due to their university experience

being close to ending, and the idea of the product will serve senmental value as a

souvenir of their experience and memories of studying at the university.

In order to create a successful and eecve markeng strategy, the group needs to

thoroughly dene their target market. This will assist in delivering to consumers what

they would need and want from the collegiate range, which will eecvely draw a

higher market share and lead to higher sales and prots as a result.

To ensure the group successfully targets this market, the group will need to devise a

markeng strategy which will use a series of markeng acons to full the aims and

objecves of the project. This will mean ensuring that the event is publicised to

generate interest and awareness, by communicang to the targeted market

appropriately through selected mediums (such as social media, around the university,

networking) as well as aracng them and generang a buzz in relaon to the

collegiate range (by oering incenves which would be relevant to students, such as

food vouchers and oers, vouchers, and free gis with purchases).

Geographic The geographic segment of the target market is based

in central Southampton, as this is where the students

of Southampton Solent University are situated,

dominantly in the polygon (for second and third

years) or halls located near St Marys (for the rst

years).

Psychographic The psychographic of the target consumers tend to

revolve around a mixture of classes, but dominantly

the group is aiming for middle class students thathave nancial help from their parents, suggesng

they will have more disposable income and are

therefore more willing to purchase. The target

market will tend to lead excing lives, by geng

involved in the student lifestyle and by being a part of

their community. The target market focuses their me

on compleng university assignments and socialising

within their peer group, mainly though acvies and

sports. The consumer is ambious, driven, impulsive

and excing.

Demographic The dominant age group of the student demographic

according to market research was 18-23.

The collegiate range is designed for both men and

women. The demographic currently share

accommodaon with friends made through their

university experience, they either are unemployed or

have a casual part me job, and their occupaon is

being a full me student. There is a mixture of

ethnicies, however they are dominantly Brish.

Behavioural The target consumer, which is a student that aends

Southampton Solent University, research thoroughly

into purchases they want, however this group is easily

persuaded to impulse purchase. This group is highly

loyal to the brands they consume, especially fashion

brands. They are aspiraonal buyers. They use fashion

as a method of creang an identy, one which is

idealisc and desirable from their peers.

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Consumer Overview Pen PortraitHannah

Hannah is 21 years old and is in her third year at Southampton

Solent University, studying markeng. She is originally from Cardi,

and has had a middle class upbringing in a nuclear family.

She has a wide range of friends that she has met through university

networks, as Hannah oen socialises for fun. Her friends are

dominantly female, with occasional male admirers of her. Hannah

has a bubbly, youthful, warm, friendly personality, with a good wit

which has made her popular amongst her peers.

Hannah is ambious and wants to be successful in life. She works

hard and achieves good grades at university. Educaon is an

important value to her, as all her family have been to university.

Hannah lives in a student housing in the Polygon area of

Southampton.

Hannah tends to wear fashionable sports and casual wear, as she

values comfort in her clothing. Her favourite brands are Jack Wills

and Hollister. When she goes shopping, she tend to impulse buy

products that she wants, as she is fashion and image conscious and

likes to update her style. She is an innovator, which is oen admired

by friends.

Hannahs parents have their own successful business, meaning they

can support Hannahs studies and increase her disposable income,

which enables her to aord luxuries such fashion. Hannah aends

the gym to maintain her tness level, as she is concerned about her

health.

Hannah has considered buying from the collegiate range as a

souvenir of her me at the university, making her an ideal target

market for the collegiate range.

Dan

Dan is 19 years old and is in his rst year at Southampton Solent

University, studying Engineering. He is originally from Surrey,

just outside of London, so has had an urban city upbringing.

Dan is excited at being away from home for the rst me, and

is thoroughly enjoying the social scene that Southampton has

to oer to a fresher. He has made many friends but dominantly

socialises with his at mates, living at Lucia Foster Welch halls.

He has a wide mix of male and female peers, who are aracted

to him for his bright, lively, enthusiasc personality.

Dan is the rst member of his family to aend university, but

believes educaon is important to gain a good career in the

compeve job market. He wants to expand his skills and

prepare himself for working. His family cannot aord to give

him nancial help, meaning he relies on his loan and part me

job in a bar for disposable income.

Dan tends to socialise in bars, clubs and pubs, but during the

day he usually plays football with his male friends. To

accommodate his on the go lifestyle, he seeks comfort,

praccality and durability in his clothing. He tends to shop in avariety of shops and brands, such as Topman, JD Sports and

Hollister. He likes the sense of status trendy brands give to him,

as how he appears to his friends is important to him.

Dan is keen and enthusiasc about his studies and the

Southampton Solent University network, and wants to buy a

collegiate hoodie as a sign of status and pride of his current

situaon.

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Consumer OverviewAcorn Consumer Proling:

Collegiate Range MarketCACI, a company that oers services based on markeng soluons, has created a

thorough method of customer proling, ACORN. The company explain ACORN

as a geodemographic segmentaon of the UKs populaon which segments small

neighbourhoods, postcodes, or consumer households into 5 categories, 17 groups

and 56 types (CACI, 2012).

Using this system can help to indenfy the target consumers. Applying it to the

project, the target market comes under the category Urban Prosperity, in the

group Aspiring Singles with type 23, Student Terraces.

ConsumerProle/Behaviour

UrbanProsperity/AspiringSinglesfor

StudentTerraces,Type23

Highpopulaononyoungerpeople,students

accountfor38%ofthepopulaonlivingintheseareas

duringtermme Peopleoenparcipateinexerciseandsport,

withfootballandrugbyamongthepopularacvies.

Longhaulholidaysarepopularbutoendoneona

budget,includingbackpacking.Leisureacvies

includevisingthecinemaandaninterestinfashion

andclothes Therecessionhadlileimpactontheirspendinganditmayevenhaveincreasedslightly.

Althoughhousing,energyandcommunicaonsform

arelavelylargepartoftheiroutgoings,clothingand

leisureareasignicantpartoftheirspending.Theyare

morelikelytobuyinshopsoronlinethanmailorder.

Theyaremorelikelytouseecofriendlyproducts Thesearepeopleveryopentotheusedofnew

technology.Theyarecondentusingtheinternetfor

homenance,buyingbooks,clothes,DVDsandCDs,

andforresearchingandbookingtravelonline

UniversitytowssuchasOxfordandCambridge

havehighconcentraonsofthistype,asdootherlarge

populaoncentressuchasLeeds,Nongham,Cardi

andSouthampton.

*(AllInformaontakenfromCACI,2012)

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Maslows Hierarchy of Needs in Relaon to the Collegiate Range

Maslow (1943) created the hierarchy of needs as a means of displaying how humans live

and what they need during their lifeme. Using this theory will help the yellow team

posion their strategy by using psychology as a means of appealing to the target market.

Consumer Overview

Warmth and Clothing: The funconal

product of the collegiate range is

based on warmth.

The collegiate range provides protecon

and shelter from harsh weather condions.

Security from the cold.

The collegiate range fulls this need

through the belongingness of a student

community and network.

The range fulls esteem needs through

recognion, status and acceptance of a

student lifestyle.

The collegiate range appeals to the ideasof being highly educated and intelligent,

which is symbolic of what a university

represents.

Self actualisaon refers to the idea of

living to an individuals full potenal. The

idea of being a student has connotaons

of status, ambion, intelligence and

determinaon, which is suggested

through the consumpon of the

collegiate range.

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Consumer OverviewCustomer Relaonship Management Matrix in Relaon to

The Collegiate Range

The customer relaonship management matrix will help disnguish brand

loyalty through target consumer to further prole the consumer.

Reinartz and Kumar (2002) disnguished four dierent categories of consumer

loyalty and relaonships to brands, true friends, barnacles, strangers and

bueries. By dening the true friends, the group can target the consumer

correctly and eciently for the markeng strategy.

Bueries

The bueries are highly protable, despite their short term loyalty. The

Big Sell O is only four days which means bueries will be one of the

most signicant consumers. This group will consist of students with an

above average personal disposable income, either from a part me job or

from generous parents. They are very easily persuaded to make impulse

purchases and spend a higher amount of money, as these consumers are

more likely to impulse purchase with the right persuasion.

True Friends

This consumer is high in terms or prot and loyalty, however, this

consumer will be dicult to target. The true friends of the collegiate

range will be the wealthier students who are keen to purchase from the

range. This will most likely be rst year students, who are more

enthusiasc and keen to buy from the range, who are in a more secure

nancial state from saving in preparaon for university. This group will be

the key target for the project.

Strangers

These consumers are people who do not connect with the range at all, so

there is lile point in targeng them. These consumers consist of anyone

outside the student demographic, as consumers outside this bracket are

neither loyal to a collegiate range nor interested in the products oered.

These consumers will be dicult to encourage despite incenves.

Barnacles

Barnacles are key consumers to the range, as they are long term

consumers, however are low in terms of protability. This will represent

the majority of the target market, as students are not highly protable

but loyal to their university network. There is potenal for this group, as

they can be easily persuaded to purchase due to their high loyalty. These

are likely to be third year consumers.

HighProftability

LowP

roftability

High LoyaltyLow Loyalty

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Consumer OverviewDiusions of Innovaon

Rogerss 1962 model, Diusions of Innovaon, helps determine and prole dierent paerns of consumers in terms of how and when they use the product and

how this has a social impact on how trends grow and adapt to the market.

In the fashion industry, this theory is highly relevant in terms of trends and fads, as the early consumers (innovators) begin to use a product, it then begins to get

used more widespread across other types of consumer.

In terms of the collegiate range, the yellow team is aiming to target innovators and early adopters. This may only be a low percentage, however, the quicker the

innovators begin to wear the clothing, the quicker the sales will begin increasing from consumers following the innovators. If a consumer who is perceived as quite

trendy and desirable by their peers begins to wear and model the collegiate clothing, consumers (such as early adopters and early majority) will therefore aspire t

be like their innovator, which will result in a desire for the clothing.

Jackson and Shaw (2009) suggest that In many cases innovators will move away from, adapt or evolve a style to suit themselves, which further indicates the

power and inuence innovators own over their fellow consumers, hence why the team believes this group is the most signicant to target.

Stascs from The Guardians University Guide for 2013 claim that over 19,000 students aend Southampton Solent University, meaning that 475 (2.5%) of these

students are innovators, demonstrang a potenal large market share.

POTENTIAL MARKET SHARE

(Jackson and Shaw., 2009)

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Positioning StrategyThe collegiate range for Southampton Solent University has been designed by students, with the

idea of them being for students. Therefore they have been designed to be comfortable, high

quality, and aordable for this target market.

The range comes in sizes small, medium and large for males and females. The colours of the 2012

range consist of a deep purple and a turquoise green.

From conducng primary research, the range was generally not parcularly credible, which made

students scepcal as to whether the range held value for money. Most students agreed the price

was fair, however, many students desired the brand to be more fashion focused and stylish. The

range did hold potenal, however, as 60% of parcipants claimed they would purchase the range,

as well as 47% of them saying incenves with a purchase would encourage them further to buy.

The products that students were most interested in purchasing were hoodies and joggers, due to

their high quality, as these products are perceived as higher value for money than a basic t-shirt or

shorts. It is clear to see from the market research that students wanted more versality and choicefrom the collegiate range, as the range was only dominantly available in two colours with very basic

designs.

By analysing the research, the current posioning of the range has been established, and from this

the yellow team can dene aims and objecves to create a markeng strategy. The strategy will be

relaonship based with dominang personal selling techniques implemented to push consumers to

buy.

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P iti i St tThe Markeng Mix (The Four Ps)

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Positioning StrategyThe Markeng Mix (The Four P s)

The markeng mix will help the group determine where the range is

currently posioned based on price, place, promoon and product, as

well as helping to dene how the group wants to posion the range

in preparaon for The Big Sell O.

Product Price

The products from the 2012 range consist of zip up hoodies, t-shirts, shorts

and joggers all available in the colours green and purple with the Southampton

Solent University logo. T-Shirts are available in cream with green and purple

logos.

The products from the 2011 range included varsity jackets, pull over

hoodies, t-shirts and joggers. The range was available in grey, navy blue and red.

The products are high quality, warm and comfortable. Primary Research

suggests that 67% of consumers looked for quality and 63% sought comfort

within a lifestyle clothing brand, which posively reinforces the products onsale.

Consumer primary research shows that out of the parcipants asked

What items appeal to you?, 53% of consumers were interested in the hoodies,

33% interested in the joggers, 23% were interested in t-shirts and 3% displayed

interest in the shorts.

This primary research implies that the best selling items would be the

joggers and hoodies, and with a higher price point, that prot will be higher as a

result.

The physical product comes in purple and green, in the form of joggers,

hoodies, shorts and t-shirts in sizes for women S-L and male S-XL.

The funconal product is high quality, warm, comfortable, praccal and

durable for a student lifestyle.

The psychological product involves a sense of community and

belongingness to the university as well as connotaons of status, intelligence,

youth, ambion and fun.

The products are a mix of basic and fad (as the product is applicable to

being a student of three years), and are currently in growth on a product

life-cycle.

The 2012 Range was priced as followed:

Joggers are 21

Shorts are 12

T-Shirts are 9

Hoodies are 25

The 2011 Range was priced as followed:

Joggers were 29.99

T-Shirts were 10.99

Varsity Jackets were 44.99Hoodies were 34.99

The products are lower in price this year compared to last. The reason

for this is to aract the target market to a greater extent, as the prices last

year were far higher than a student was willing to pay for a brand that is

not highly established.

Entry Price: 9

Mid Price: 23.62

Exit Price: 44.99

The range uses penetraon pricing, meaning the products are high

quality with a low price. Primary research, combined with secondary

research from Mintel, displays a need for quality in the clothing industry,

which means the product has lled in the criteria, however, the range is

not currently well established or credible, which is why the price is lower to

build a consumer base.

The 2012 prot margins are much lower due to the lower price.

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Positioning Strategy

Place Promoon

There are four locaons in which the products are being sold, including

the main recepon area, the JM building, the HC building and The Marlands

Shopping Centre in Re:So.

Yellow Team were assigned the following locaons:

Monday 22nd October: Re:So (Marlands)

Tuesday 23rd October: Main Recepon

Wednesday 24th October: HC Building

Thursday 25th October: JM Building

The Yellow Team has not got an online retail distribuon channel, so

lacks this facility and opportunity. However, if the team did ulise this

opportunity it would be dicult to foresee how useful a resource this would

be, as many students will not have any direcon or awareness to the

website.

Due to lack of skills and me, the team have not managed to expand

into the opportunity of creang an applicaon for the clothing. However, QR

codes have been placed onto posters which will direct students to the

Twier and Facebook pages.

The predicted locaon in which the group will gain the most prot is

going to be the Main Recepon as this area has the highest fooall of

students. The place predicted for the worst prots is the Re:So shop in the

Marlands due to lile brand awareness, and small numbers of student

fooall. For this locaon, the group will need to be pushing harder for sales

and this area will

Retail Management Prject- The Big Sell Off Visual Report

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