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Marketing Strategy Report and Communication Plan to Realise The Potential of Very In The Denim Industry.

Rebecca L Pow

N0589552

FMBR20001

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I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

Signed (student) ………………………………………………………………………

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-Introduction & Methodology ... 4-Brand History ... 6-Brand Mission ... 7-The Macro Environment 1) PEST Analysis ... 82) Macro Trends ... 10-Online Fashion Retail: 1) Market Health ... 122) Denim Overview ... 143) Denim: Price & Product ... 16- Micro Trends and Innovation ... 19-Future Thinking: Trends 2016 ... 22-Competitor Analysis ... 24-Brand Positioning ... 30- Financial Analysis and Performance ... 32-Brand Health ... 33-Consumer Segments ... 36-SWOT Analysis ... 38- Killer Insight ... 40

-Brand Objectives and Strategy ... 44 -Website Development ... 45- Visual Merchandising ... 46

- Customer Relations ... 47- Product Range ... 48

-Communication Objectives ... 51-The Concept ... 52-Implementation ... 54- Timeline ... 62 - Budget ... 64-Measure and Review ... 65- Appendix ... 66-Bibliography ... 76- References ... 78- Illustrations ... 79

ContentsWhere are we now? Situational Analysis | Part 1

Where do we want to get to? The Future | Part 2

How will we get there? Communication Plan | Part 3

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Introduction

This report will focus on a 3 year Marketing Strategy for Very.co.uk including a detailed 1 year tactical communication plan; to realise the potential for Very in the denim market. An online creative campaign has been developed to articulate how Very can hope to achieve the objective to be the No.1 online denim retailer in the UK. Appendix 2.2 demonstrates the strategic path this report follows.

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Methodology

The strategy is research led. Combining exploration and evaluation of the current denim market; online retail health and future trends, reccommendations will be suggested.

Data will be reviewed throughout to gain understanding of the industry and build a comprehensive picture of the Very consumer. This will guide and support ideas and recommendations. Both academic and media sources are used to inform thinking, leading to a strategic yet creative and commercially viable plan. Primary research firstly helps to understand the needs and desires of the market.

Primary Research

• Presentation from head of womenswear buying at Very.co.uk • Consumer questionnaire – 103 respondants• 8 Consumer Interviews • Competitor Store Observation• Product Reviews

Secondary Research

Secondary research adds depth to data and allows cultural, economic and trend variables to be explored on a greater scale; allowing for analysis on the impacts they have on consumer behaviour and understanding the denim market.

• Mintel Online Retailing Reports• Drapers Denim 2015 Trend Research • Articles• Journals• Documentaries• Blogs• Research Studies

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Brand History

Under the Shop Direct umbrella: Very.co.uk launched in July 2009 as a fun, friendly online department store that aims to make style more accessible.

The big idea behind Very.co.uk is: whatever you do, do it in style. (ShopDirect 2015)

With a history of innovative advertising campaigns and successful brand collaborations, Very.co.uk are in a prime position to penetrate the denim market. Shop direct have a 1.8% market share in UK denim sales (driven by Very) and as a category it’s a bestseller across Men and Women.

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Brand Mission

Brand Essence

“Our ambition is to become a world class digital retailer, offering our customers the best and most personalised

shopping experience they can find.” (Shop Direct 2015)

The Very brand is defined by 3 unique values that differentiate them from the competition. Zook (2011) suggests a brand is a holistic experience that stretches the physical into the psychological. Very personify this theory through their communication and branding. Very.co.uk sells more than just products. It sells style and confidence.

Every brand, collaboration and product involved with Very is aligned and communicated through their personality. It is the essence of the brand that motivates consumer and employees alike.

Stylish. Innovative. Fun.

Values:

•Offering each customer an experience as unique as she is, dedicated to personalisation and innovation. •Style and quality commitment.

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The Macro Environment

Political: •Pressure from the government, charities and consumer to reduce waste through the fashion supply chain. •Cuts in Tax Credits may result in more spending on credit•Hygiene and pollution issues in Xintang, China affecting denim production•Import Tax Rates - are subject to change and influence profit margins when manufacturing overseas.•Increase in cotton prices cause dispersion of denim manufacture emerging from unsustainable China to Bangladesh, Parkistan Vietnam and Turkey meaning the bargaining power of supplier’s decreases.•New initiatives ensuring that cotton is being produced in a more sustainable way.

Economic: •Consumer confidence in Online retailers becoming more certain•Women remain less confident about their financial situation than men: UK consumers are increasing-ly turning towards value denim products •Public sector cuts have seen women become savvier in shopping habbits, creating a tougher environment for clothing retailers. •Climate changing and warmer, later winters affecting sales in denim in Autumn which impacts cash flow •Retail margins being compressed as costs of labour and competition intensifies •High demand and low supply for cotton leading to price increase

Social:•Content is king – sharable and engaging online content is powerful to brands •The fad of personalisation is still persisting suggesting a longer term trend•Ecommerce expected through social with option to buy buttons and visual search features•Increasing accessibility to purchase paparazzi photographed outfits seen on celebrities, via social media and apps.

Technological:•E and M -commerce is the fastest growing retail market in Europe (Retail Research 2015)

•Technology in denim fabrics becoming increasingly important and noticeable to consumers•Product detail importance growing, for example pocket size perfect for the latest Iphone. •Sustainable denim is a growing trend for 2016 with emphasis on an advanced manufacturing process to use less water •Brands are beginning to experiment and develop hemp, flax and jute products as a viable alternative to traditional denim. Taylor (2015)

PEST Analysis To understand the market Very Denim is operating in and identify key drivers for change in industry, analysis of the external environment must be considered.

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Key Implications for Very:

•Consumers seek transparency from brands to leverage trust therefore reviews and recommendations and a positive social responsibility are imperative.

•Own label products will be favoured in trend lead styles due to the cheaper price point and desire to be fashion forward. Therefore offering a larger own brand value collection and select classic styles at a higher price point for more of an investment buy is likely to satisfy the Very consumer.

•Manufacturing of denim needs to be transparent and sustainable to keep up with innovative brands and campaigns such as Levi and H&M’s conscious.

•Very Denim must be easily accessible on mobile and with multiple delivery options

•Political issues such as the hygiene and pollution in areas where denim is densely produced could cause a rise in price of production. Tight control of budgets and forecasting is therefore crucial for growth of denim.

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Macro Trends are important to consider when evaluating the current position of Very.co.uk. These trends specifically stimulate and affect consumer and industry behaviour, therefore impacting upon what must be considered in the Marketing Strategy going forward.

Hyper Connected Consumer

Consumers are more often than not multi screening: Meaning connected to multiple devices simultaneously. Market leading re-tailers recognised this years ago so to have channels that aren’t fully aligned, engaging and on brand is now a severe crisis if expectation is to compete among well established competitors. “Multiple connected devices would allow customers to be less than an arms reach of any virtual information that they need. Online shopping channels, digital ad-vertising, mobile channels, and other e-mar-keting will be highly leveraged in the coming year.“ Singh (2014)

Transparency Is The new Green

According to Faranken (2015) “The brands investing in building relationships with consumers that are finding more success in the long- and short-term”. He continues, “Brand honesty and transparency empower the consumer to take control of their buying decisions unlike ever before. When brands make it easy to acquireinformation about their products, it tells consumers they have nothing to hide while sending the message that they care about the needs and wants of their customers.”

Singh (2015) emphasises that due to analytics and data platforms, companies will be more accountable for decisions and strategies than ever before.

Targeted and Personalised Advertising

Personalisation across all communication, not just the end product is set to remain crucial in the next 12 months, opening a debate regarding creativity treading on a thin line against privacy and relevance. “The onslaught of smart TVs, connected devices and Big Data analytics will allow advertisers to deliver targeted advertising dynamically into broadcast programming and the retail environment. In this way, advertising becomes specific to each viewer/customer.” Signh (2015)

Macro Trends

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Key Insight:•Personalisation marketing must be further leveraged through social. Very’s ability to target consumers with different messages persists in being a key factor in their rate of growth.

•M-Commerce must be at the core of a strategy not as a separate entity.

•Transparency in authenticity of product and brand values is expected to remain genuine. Levi offering alterations, and Replay installing workshops in their flagships for example demonstrates brand sincerity.

•To achieve market leader in denim retail - social channels, web and advertising must be more tightly aligned and differentiated. Consumers want only relevant products and services appearing on their newsfeeds. (Deloitte 2015)

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Online Fashion Retail: Market Health

Graph to show online retail sales stood at £43.3 billion in 2014

E S T I M A T E D M A R K E T S H A R E O F O N L I N E F A S H I O N M A R K E T , B Y C H A N N E L , 2 0 1 3

60.9 % MultiChannel Retailers

25.5% Pureplay Retailers

10.6 % MajorCatalogues

3.3 % NicheCatalogues

“Consumers are increasingly appreciating the benefits offered by strong multi-channel operators that are able to combine the strengths of selling online and in-store. Pure plays have come to realise that if they want to be profitable need to focus on playing to their strengths of offering convenience and breadth of range whilst working to improve service.” (Mintel 2015)

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Key Insight:

• To leverage loyalty, trust must first be earned to reassure consumers of good fitting.• Reviews and visual content online could also increase consumer reassurance.

For Very to maintain pace with Multi Channel giants such as John Lewis, a focus on emotional connection with consumers, breadth of range and convenience will be crucial strategies for success. Zook’s (2011) theory supports this connection focus, hereby highlighting the golden opportunity for brands to grasp is the ladder of engagement. Driving business forward by nurturing customers to higher levels on involvement with the brand.

Summary:

• It is emphasised that Online retail sales stood at £43.3 billion in 2014. Sales will continue to grow by 64% between 2015 and 2020 to reach £71.2 billion. (Fig. 7)

• Figure 8 shows in 2013 pureplay fashion retailers were estimated to own only 25.5% of market share meaning there are opportunities for growth and market share to be taken from the multichannels.

• 20% online sales are now made from mobile. Mintel suggests that M-commerce looks set to continue to underpin the increase in online retail sales.

• 9% of online shoppers bought clothes from Very between 2013-2014 demonstrating they have a solid

position in the market.

• In 2015, online sales contribute under 13% of all retail sales but rising to 18% by 2020. Online retailing is still a growing channel however growth has slowed in the last 2 years. It is expected as the market is

maturing that growth will continue but at a slower rate.

A challenge Very face where multichannels do not is the issue of clothing fit. Mintel (2014) reports: “One of the main barriers to shopping online for clothes is fit and it is still a category where consumers like to try on and see items in person. However, trust in a retailer where they already shop and previous experience of their clothes sizes makes it easier for them to migrate online.”

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The denim market is incredibly dynamic and changes rapidly with influence from technology, catwalk trends and season, across genders and generations. Summarised by Editd (2015) “ Denim is a huge part of every retailer’s business, and every consumer’s wardrobe “. The rise of sports luxe and alternative casual fabrics unexpectedly failed to slow down the growth of the UK denim market in 2015 (Editd 2015). Perhaps as a result of the Catwalk showcasing a smarter take on denim this year. (Spence 2014).

•The denim market in in the UK is worth £1.5 billion. •Shop Direct hold a 1.8% share in the denim market, driven by Very.co.uk •In 2015 Skinny jeans were clearly the bestselling style•Spend on womens jeans is up 13% from 2014 •Denim under £45 drives 62% of demand. •The majority of consumers spend under £50 on a pair of jeans, with almost 7/10 ten adults (68%) buying jeans at the cheaper end of the price scale. (Mintel 2010)

•78% of the women’s denim market is composed of jeans (See appendix 2.0)•Denim’s profile has been raised for SS15, thanks to the runway collections of designers like Burberry Prorsum, Gucci and Stella McCartney. (Editd 2015) •Over 50’s market is growing quickly with expenditure up 10-16% in 2015. (Fig. 10)

Within the market there are clear areas of growth for own label and catwalk led styles.

“UK consumers are increasingly turning towards value denim products from the likes of Asos, House of Fraser and Debenhams, with the market growing by 52 percent in the last 12 months, according to the Denim Retail in 2015 report from Editd”. (Wightman-Stone 2015)

Graph to highlight the growth or decrease in Value vs Premium denim sales between 2014-2015.

Denim Overview

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Denim: Price

It’s interesting to consider that among the claims of economy denim success, the luxury market is growing. Euromonitor (2015) found the likes of G-Star and Diesel for example grow by 3.2% despite them dropping from the top 10 bestselling brands online. Very should not therefore dismiss selling premium brands but should carefully select and align brands suitable for their consumer to avoid dilution of product selection and waste of resources and costs.

UK 2014 - 2015Economy Jeans 3.1%Standard Jeans 2.5%Premium Jeans 3.2%

Super Premium Jeans 3.1%

(Euromonitor in Drapers 2015)

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Denim: Product

UK Branded Vs Own Label Sales:

The data in figure 14 illustrates women are much more likely to buy own brand denim than men. Own label womens’ jeans are a key market driver with 9.1 million sales in June-August 2015 Vs just 0.5m branded sales. Mens own label Vs branded denim sees much less differentianton, with 4.7m Vs 1.2m respectivly.

The women’s denim market is driven by the share of jeans; (See Appendix 2.0) specifically skinny jeans. Dark, blue, black and faded blue are the bestselling colours in both mens and women styles. (See Appendix 1.9)

Key Insight:

•Despite the growth in the denim market, Primary research highlights an important challenge facing brands: Consumer loyalty is jeopardised when core styles or signature fits are changed which again reflects knowledge that fit is the most important feature of jeans. A consumer survey by Econsultancy reinforced this: “Almost a third of shoppers (29.5%) identified jeans as the trickiest product to buy online.” (Moth 2013)

•“Stretch and comfort dominate the womenswear market; and now the men’s market are taking note. They key difference being man want an authentic, rigid denim look and the practicality. Stretch for men is an increasing trend.” Hounslea (2015)

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Summary:

To summarise; both online retailing and the denim market are growing.

•The critical price point of £29.36 is the average selling price of department store jeans and £45 for the average mid market online jean price. (Rogers 2015) Very therefore must focus on price strategy for core denim pieces within this competitive window.

•Shopping habits in 2015 saw women are more willing to buy denim from multiples, and men from premium brands.

•Catwalks influence mid market trends, so forecasting trend and styles that will be in demand is crucial to gain respect as a sincere denim retailer. (Geoghegan 2015)

In the UK, the emphasis on the premium/luxury market has shrunk considerably as the mass and value markets take over. See Fig. 9 (Editd. 2015) Furthermore, own brand labels have seen a sharp increase in demand, with styles trickling down from the catwalk being the driver behind this. Primary research suggests; when it comes to trend lead styles such as flares or coated denim, they are likely to try a cheaper pair before investing in a more premium pair, if the style appears to stay on trend for longer than 1 season.

It can be identified there’s a clear gap in the product offering at Very for development of their own label Brand V. Research shows that 2015 was a strong year for own brand sales and with Very’s product offering being so minimal, this is an opportunity that should not be missed during 2016.

Key drivers in the denim market can be summarised as:

•Own brand womens jeans

•Strong and growing demand from the over 50’s segment

•Willingness to buy denim from multiples rather than premium denim specialist.

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Micro Trends & Innovation

Looking at denim trends will provide insightful information for buyers and inform what specifics the marketing objectives need to be based upon.

•New stretch fibre fabrics from market leaders are redefining the standard of authentic denim with a snug fit and softness, whislt being produced using less environmentally damaging raw materials.

•Fit and cut of jeans is the most important factor. Very’s bestselling womens are a dark blue skinny and mens are a mid blue slim leg. (See Appendix 1.1)

•WGSN identify Eco Active and Sustainable Denim emerged as trends in 2015 and are likely to build momentum. (Taylor 2015)

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Emerging Trends:

Sustainable Denim &

“ To meet consumer demand, producers face the challenge of

creating technologically advanced fabric at affordable

prices.” Hounslea (2015)

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Emerging Trends:

Sustainable Denim &

“This trend combines a strong explorer attitude a with world traveller sensibility, while taking indigenous influences from faraway places. Standard-issue military styling informs signature details such as bellows pockets and functional fastenings, while a bohemian edge adds a delicate, hand-crafted touch. Drawing on a mix of vintage and deadstock utility references with heritage crafts and textiles, the theme presents a collection of items with a storied aesthetic.” Leverton (2014)

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Future Thinking : Trends 2016

Predicting denim trends and industry issues allows for implications to be reviewed and opportunities sought out.

As the Spring shows rolled out, something became very clear when it came to the denim we were seeing: ’90s jeans are coming back in a big, slouchy, wide-leg way. We’re talking raver/skater girl but more refined. Bishop (2015)

•Wide Leg, Turn-ups and floral printed denim is expected to filter through to the high street in 2016.

•Stretch for Men is an increasing trend – complimenting the rise in workout wear for casual wear. Hounslea (2015)

•Pop Up stores, concept flagships, in store workshops and above and beyond service are key factors the big denim brands are leveraging to differentiate themselves.

A key challenge for Very will be connecting with the consumer enough, to shift existing shopping habits. Visiting independent stores to buy denim is the currently the preferred method. (See Appendix 1.0)

The Macro Trend of Transparency also filters through into production. Taylor (2015) highlights: “As producers of one of the most toxic products manufactured today, denim brands are realising the increasing importance of mills and laundries in minimising the harmful effects of creating denim. Every aspect of manufacture is now being scrutinised, from more ecologically friendly wash technologies to recycled yarns, eco-friendly dyes and socially-responsible working conditions.” For Very an increased awareness of sustainability and ethical performance could be emphasised to demonstrate socialresponsibility through product offering and big label brands.

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Fig. 23 WGSN AW16 Recommended Range

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Growth Drivers

•Stretch and comfort in mens jeans are catching up with the innovations seen in womens ranges. New fabric technologies are driving the market and high stretch jeans are a must for shoppers. (Mcgeoghan 2015)

•Fabrics such as J Brand’s Serious Black with fade resistant technology drive black denim sales at Selfridges. (Mcgeoghan 2015)

•Super Skinny styles still provide biggest sales, driving sales is the versatility of denim and the want for the classic jean that fits perfectly. (Donna Ida cited in Mcgeoghan 2015)

Issues

•Primary research highlighted a reoccurring issue when consumers buy denim. Most consumers have to compromise on either fit, colour or shape.

•New Eco brands emerging have strong USP’s and quickly gather support from consumers of influence, Very face the challenge of competing with more Niche brands with loyal consumers as the market grows.

•Tejura in Hounslea (2025) admits price resistance from retailers can be a challenge to get some of the most technologically advanced denims on order books. As denim consumers rank the fit and quality as more important than price, Very consumers may not be too sensitive to price changes if other factors excel.

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Competitor Analysis

Very face strong competition in the Denim market and will continue to do so as it grows. Rogers (2015)

highlights that as this demand for denim increases and consumers become more confident and adventurous, the challenge is on for specialist denim brands to win back market share from multiples. Technological innovations are also bringing new competition to the market, emphasising sustainable and eco friendly materials and manufacture. (See appendix 1.7)

For the majority of consumers, a way to experiment with trend lead styles such as big flares is to opt for cheaper retailers such as Boohoo.com and Asos rather than spend more at denim specialists. This is in stark contrast for 2014 when Diesel topped the charts. (Rogers 2015)

It’s important to therefore appreciate the rapidly changing scene of the denim market and brands who lead are recognised to react quickly to trends and have a clear personality and muse for their designs.

UK’s Top 10 Bestselling Brands Online

1.BooHoo2.Asos

3.New Look 4. 7 For All Mankind

5.Topshop6.River Island

7.J Brand8.Oasis

9.South 10.Dorothy Perkins

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The biggest Retailers in the current UK market are:

Key Insight:

• At number 1 ASOS are selling 40 brands of denim ranging in price from £14.99 to £295. Key players for them are Scandinavian brands such as Cheap Monday and Dr Denim. Rogers (2015)

• Brands quickest to respond to catwalk trends attract the early adopters and influencers, which in turn, influence the majority.

• Clear mutual strengths among market leaders is their wide brand recognition, innovative marketing strategies and focus on consumer lifestyle.

• Primary research informed that it’s Levi’s store environment, quality product and customer service that drives sales instore.

UK LUXURY/PREMIUM 1. Farfetch 2. House of Fraser3. Debenhams4. Very5. Littlewoods

UK MASS/VALUE 1. ASOS2. House of Fraser3. Debenhams4. Very5. Littlewoods

From a marketing perspective brands performing well have focused on specific segments and consumer groups to deliver relevant and engaging campaigns to highlight their point of difference. Aldenton (2015) reviews:

“The most interesting denim campaigns this season come from brands that have demonstrated engaging themes or concepts and have been chosen according to the criteria of creativity, casting and concept.”

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BooHoo

Who? Award winning fast fashion pureplay online retailer. Penetrating the 16-30 demographic with trend led designs at very affordable prices.

What? All clothing and accessories both Men and Womens. Denim is a large category with 240 pairs of womens jeans now online averaging at a price of £20

USP?Combining cutting-edge design with an affordable price tag

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ASOS

Who? ASOS is a global fashion destination for 20-somethings. Selling own label and brands.

What? All clothing and accessories. From budget buys to higher end high street pieces.

USP? Famed originally for delivering celebrity inspired looks for less. “As Seen On Screen.” Leveraging the accessibility of dressing like the stars.

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Levi

Who? Born 1853 San Francisco. A global denim leader and apparel company. “Cut from the best cloth. Crafted with expert care. Designed for the long haul.”

What? Specialist denim retailer.

USP? Innovative use of fabrics, fit and finishes in denim. The heritage and quality cement market position along with ethical values and moral integrity.

Bestseller? Women’s – 700 series. Skinny in colours dark blue and black. Men’s – Original 501 and 511 Slim fit.

In store. Online. Shopping 24/7.

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New Look

Who? British fashion brand starting from 1 store in 1969.

What? British Highstreet Multi Fashion Retailer.

USP? Reacting quickly to the latest trends and interpreting them in a way that’s wearable for the girl next door.

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Brand Positioning

A perceptual map provides a visual look at the Denim market landscape. Plotting key brands against key factor axis allows for interpretation of where perhaps there is a gap in the denim market that Very.co.uk can penetrate. It can be interpreted as Very’s product offering is so large, the brand is left open to a wide scope of competitors who segment more specifically. It can also be commented, the market leaders; Levi and 7 For All Mankind specifically, are embracing the Macro trends of transparency and personalised advertising to excel revenue and innovation. Findings from analysis at Euromonitor, forecast brands bridging the gap between quality and trend could be successful. Stong brand personality and creative campaigns along with a clear focus on a cohesive product offering aimed at the core consumer will fill the gap in the market.

Denim Specialist

Classic DesignsTrend Led

Multiple Retailer

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Strong Brand Personality

Weak Brand Personality

Strong Creative Marketing Weak Creative Marketing

“…Well positioned to bridge the gap between trend-led fashion jeans and denim specialists, perhaps creating a middle ground for consumers’ denim purchases. In the forecast period we expect to see UK consumers looking for the best of both worlds – affordable styles from a strong denim-focused brand.” (Rendle 2015)

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For development of a feasible and commercially viable communication plan, Very’s current financial situation must first be examined. Key information needed to justify the budget for strategy will be highlighted. Shop Directs profitability has grown considerably in 2015, driven by a 21% increase in Very sales. With profit before tax up 75% and sales up only 3% compared with 2014 (see appendix 1.2)

• Profit for Shop Direct in 2015 is £89.3 million, up from £5.4 million in 2014. • Debtors and creditors are assumed to be manageable due to the healthy profit figure and recent investments in selling high demand national brands; River Island, Warehouse and Miss Selfridge.

Financial Performance and Analysis

SURGE IN PROFITS Vs 2014

• Very.co.uk delivered sales growth of 21.1% with more than £850m in sales

• Very.co.uk mobile device sales growing +51%• Very.co.uk mobile sales are 59% of total online sales, which is 17 points

ahead of the market• Web traffic has now broken the 1 million per day mark, landing on a

resilient and stable site

Key Insights:

It can be assumed therefore, tight control on costs have credited the company’s profitability. Disciplined operating costs and credit lending complimented with a focus and thorough analysis on consumers’ online shopping behaviour are factors that continue to push the growth of Very.

Very are in a strong financial position to invest in their denim. Additionally, analysing brand health ensures understanding of where gaps occur between brand and consumer perspective.

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Figure 44 demonstrates consumer attitudes of online fashion brands in 2014. Very is found to be associated with low differentiation and trust. Key competitors Asos, Next and Boohoo.com arguably have better brand health due to more positive opinions on the brands.

For Very Denim to be successful; consumers therefore need to connect with the product on an emotional level, identifying Very Denim as having a clear personality and reinforced with a functional reason to believe. Very should be building specific perceptions, thoughts, feelings, beliefs and experiences around the denim range through relevant communication platforms.

Evaluating Very against Keller’s brand equity model (see appendix 1.4), it can be assumed the brand has key areas of weakness. Building a strong bond with consumers relies upon clear the brand meaning for them.

Brand Health

Key Insights:

• Primary research results demonstrate a high level of brand awareness and association with Very and pink box branding.

• Denim was not a product category associated with Very. • Consumers surveyed were not engaging with Very via social media. Competitors have significantly higher

levels of engagement.

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920.4k 3.7 mil 3.8 mil

85.6k 110k 385k

Are You Aware Of Very.co.uk?

Are You Aware Of The Payment Options Available At Very.co.uk?

YES75%

YES18%

NO82%

NO25%

Primary research highlighted: (see appendix 1.0 for full results)

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Fig. 45

Fig. 46

Fig. 47

35

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Fig. 48

36

Consumer Segments

For a strategy to be fully relevant to the Very consumer, it’s key to focus on a muse for the brand and specifically segment “Miss Very” at her different life stages. The current segment of females aged 25-45 is not specific enough to penetrate the denim market. Asos prove to penetrate their target consumers through a transparent and thorough understanding of their core consumer. (see appendix 1.6) To satisfy consumer needs and deliver sustainable advantage, the brand should develop with the consumer. The core focus for Very Denim will be on their “at 35” consumer with an understanding for her needs in her twenties and forties/fifty’s as this is where the denim industry has seen the largest increase in expenditure.

“She is an aspirational figure the brand have at the forefront of design and communication. Style is important to her and she looks to brands for inspiration. She’s a savvy shopper and wants catwalk inspired pieces, but through commercial lens as she’s a style follower rather than trend setter. She shops by product type and if it’s right, will buy regardless of celebrity endorsement.” (Very 2015)

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At 25: Single, works in HR 9-5 office hours, likes to party at weekends, just bought her first house, holidays annually, loves high street brands and spends on beauty, home and

fashion every month.

Fashion: River Island, Asos, Topshop, Zara, Missguided, LipsyFurniture: Wilkinsons, Next, Olive Bonas, Home Bargains, Ikea, Homesense

Accessories: Insta boutiques, Online shops, Accessorize, Asos, Topshop, Primark, Music: Chart Music

Holidays: Marbella with the girls. Sport: Gym classes

Television: Kardashians, TOWIE, X Factor, HollyoaksCelebrity: Michelle Keegan, Cheryl, Bloggers and Vloggers

Cosmetics: Rimmel, MAC, Nars, Benefit

At 35: Married with a kids, working part time, still socialises with girlfriends but less frequently than in her twenties. Makes an effort with her appearance, visits the hair salon regularly and is house

proud. She shops at Next and John Lewis aswell as Very and happily spends more on quality products, mixing mid-market with both value and luxury.

Fashion: Next, Zara, H&M, Whistles, Warehouse, Oasis, John LewisFurniture: Next, Ikea, The White Company, Habitat, Ikea

Accessories: Leather handbags, quality jewellery Music: Olly Murs, James Bay, Ed Sheeran

Holidays: Corfu with family. Sport: Running with a ladies group

Television: Downton Abbey, Homeland, Poldark, Coronation StreetCelebrity: Jessica Alba, Kate Hudson, Fearne Cotton, Holly Willoughby

Cosmetics: Simple, Loreal, Estee Lauder, Nars

At 45: Maturing in her style and appreciative of quality time to relax and family occasions to social-ise. She enjoys yoga and is confident in her tastes, enjoying choosing gifts for others. Preferring classic fashion that suits her body shape rather than throw away trend lead items. Still spending on beauty

and fashion but invests in longer lasting items and quality brands than her former 25 year old self.

Fashion: Next, Hobbs, Whistles, Reiss, TK Maxx, BodenFurniture: John Lewis, Next, Barker and Stonehouse, Specialist stores, Ikea

Accessories: Leather handbags, quality jewelleryMusic: Radio 2.

Holidays: Portugal with family and city break with husband for birthdaysSport: Running, dog walks and yoga

Television: Downton Abbey, Homeland, Poldark, Coronation Street Celebrity: Not really interested but admires Julia Roberts and Reece Witherspoon

Cosmetics: Clarins, Loreal, Clinique, Nivea

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SWOT Analysis

A SWOT analysis summarises Very’s current situation regarding the denim market.

Strengths•Sound financial position•Growth in last 12 months across denim•Acquisition of popular brands including River Island•Tight efficiency and control of costs •Large brand portfolio•Analytical approach to consumer behaviour to drive sales through personalisation and high satisfaction•Bargaining power of suppliers is decreas-ing due to dispersion of denim manufacture emerging from unsustainable China. •Finance option allows aspirational consumer to buy into brands.

Opportunities•Development of own label brand (Fig.49)•Strengthen consumer perceptions of brand objectives and mission•Growth in engagement and following on social media•Seek alternative production and manufac-turing plants in areas of better hygiene and greater future reliability than the un-sustaina-ble Chinese factories. •Greater Transparency regarding environmental responsibility•More imagery and contemporary develop-ment of website to align and attract target consumer with her favourite brands•Adding value for the consumer in the form of more content and service

Weaknesses•Low awareness of brand and product offering among target market•Consumer “tacky” Imagery of the brand not consistent with the quality Very offer• Low brand trust and differentiation•“Jack of all trades” approach, little focus on one sector•Target consumer not considered Very as an option when buying denim•Credit options are not clearly understood or emphasised as a USP •Some denim brands lack full collection and have questionable positioning•Website content could be better optimised for SEO and user convenience

Threats •Highly competitive retail sector•Vulnerable to price sensitivity and substitution from consumers•Low loyalty from “Miss Very”.•Without presence on the highstreet, competition from Multi channel retailers is high •Hygiene and pollution concerns in the region of Xintang, China threat the cost efficiency of Very and Shop Direct. •Threat of new entrants is high, in the form of brands, fabrics and manufacturing innovations•Volatile changes in trends require leading brands to have a short lead time and be forward thinking•High intensity of promotion from competitors

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Fig. 49

39

Key Insights

• Very are in a good financial position with high level of brand awareness and great control driving down costs. This means they stand in a good position to continue investing and innovating.

• Very face the challenge of identifying with their target consumer enough to change their shopping habits from instore to online. This means brand personaility and consumer interaction can bge improved.

• Primary research identified friend recommendations were the most powerful leverage in changing consumer behaviour and a great opportunity for Very to encourage.• Efficiency of cost is under threat if the manufacturing costs of denim increases. This would impend the

profitability of Very denim greatly and threaten accessibility and affordability. • New brand and innovations from Scandinavia and Asia are driving technology in fabrics and materials

which puts pressure on margins. (Hounslea 2015)

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Killer Insight

All research highlights a prominent issue. Fit of jeans is the single most important factor to both men and women, (see appendix 1.1) and the emotions surrounding buying denim are often disappointment and compromise.

•Women are more than twice as likely as men (64% vs. 29%) to find it difficult to find jeans that fit them properly. This is particularly the case for under-35s and could be because they are looking for more tightly-fitting styles.

•This ties in with consumer research showing that a quarter of people dread having to buy new jeans, particularly women. (Mintel Academic 2010)

That “eureka” moment experienced when finding jeans that fit all criteria’s; fit, style and colour, is rarely achieved.

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Where do we w

ant to get t

o? | T

he Future | Part 2

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Having established how denim is currently an attractive market for Very.co.uk the identified strategies will aim to reduce the “gap” (see above) in terms of where Very.co.uk currently sit in the denim market and what it will take to be market leader.

McDonald (2015) suggests market penetration is Very’s first focus for achieveing sales growth. Noting importantly, that methods and plans recommended are consistent with Very’s capabilities and strengths.

McDonald (2011) Highlights four strategies to link shareholder value and excellent marketing.1. Target needs based segments2. Make a specific offer to each segment3. Leverage brand strengths and minimize brand weakness4. Anticipate the future

These points will be considered throughout Part 2 to ensure the communication plan is feasible and focused and aligned with the identified strengths, weaknesses, opportunities and threats Very face penetrating the denim market. Concerns and forecasts previously identified in the analysis of Macro Environment will be considered in new strategies.

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Objectives & Strategty For Success

Brand Objective: No 1 Online Retailer For Denim.

The Ansoff Model (Appendix 1.5) summarises the most prominent areas where improvement is necessary to aid in the success of achieving no 1 denim retailer status. To achieve the above objectives in the next 3 years; the following strategies will be implemented:

Marketing Objectives: • Increase Denim Market Share from 1.8% to 2% over the next 3 years.• Increase the conversion from brand awareness to actual purchasing by 10% to be achieved

by 2019 • Increase range plan to a complete branded fashion forward collection; featuring sustainable

brands and full collections by 2019

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Fig. 50Fig. 51

45

1. Website Development

Both the bestselling denim brands and top online denim retailers use imagery and key words on landing pages to utilize SEO. The best in class are engaging yet informative and use minimal text.

Very’s knowledge and analysis of consumer behaviour and personalisation of pages is a successfully driving sales increase however aesthetically, research suggests the website is somewhat confusing and dated. Efforts invested into personalisation and creating a perfectly relevant shopping experience will be better communicated with a cleaner, simpler website homepage and fewer products and titles. Larger images, a wider page layout and interactivity make for a more modern website to compliment the digitally advanced analytics.

Simple, well spaced, easy navigation and full width content sliders featured in innovative design. >>>

• Subheadings to be in an order relevant to the customer• Products featured on landing pages

to match items in basket or previously bought

• Brands on homepage to be customers favourite brands

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Fig. 52

46

2. Visual Merchandising

To drive sales and quick conversions, visual merchandising could be personalised to each consumer, thus maximising sales and having control on styling. A complimentary mixture of styling product pages with page personalisation could help drive denim sales and impulse buys. Very can build on the strengths of quality photography and behaviour analysis to create more aspiratrional and inspiring product and landing pages. • Outfit build features – “Wear It With” To drive Impulse sales• Shop the look of the whole outfits and accessories features in photogrpahy• Images of consumers wearing the product

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Fig. 53

Fig. 54

47

3. Customer Relations

Results from a primary research survey showed the preferred method of contact from brands was email and the store/website itself. It’s important therefore to note keeping in touch with consumers via these channels is likely to have greater levels of engagement than notifications via other platforms.

Optimizing engagement through the website traffic and driving the Very lifestyle through a blog including interviews, inspirational images and look books would encourage loyalty, rapport with Very and more time spent online. Emailing a newsletter blog round up to consumers will again engage and drive traffic back to the website, via a platform they are most responsive to.

The aim is leveraging content which captures the Very lifestyle and target consumer. Bringing Miss Very to life as if she were a person - a trendy, knowledgeable friend who you visit for inspiration and a boost of self-esteem and light relief. Firstly to be visual and secondly consistent with other social platforms using subtle product placement and being genuinely interesting and original, not just pushing sales.

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Fig. 55

Fig. 5648

4. Product Range

An area of growth identified in Part 1 is in sustainable manufacture and innovative materials.

Very’s product offering should therefore contain a clear core collection, statement trend lead designs and a handful of bestselling brands including their own label to be competitive among market leaders and importantly, known for innovation in materials and manufacture.

Taking into consideration consumer habits, the bestselling brands of 2015 and the demand for sustainability from big names it’s reccommended the product range is updated to consist of:

• 7 For All Mankind• Very Own Label• Topshop Bestsellers Collection • J Brand• Paige

Brands with little relevance and minimal product offering such as Glamorous, Supertrash and Wallis will be removed and a focus on full, cohesive collections will be implemented.

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Fig. 57

49

Example landing page: Very Denim

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How Will

We Get T

here? | Tacti

cal C

ommunicatio

n Plan | P

art 3

A clear schedule for implementing the campaign is important for efficient and effective use of resources and a successful launch. Part 3 will see a one year campaign realised as part of the wider 3 year strategy.

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Fig. 58

51

Communication Objective:

To position Very as the online store with the best denim department and most convenient service for women aged 25-45 within a period of the next 12 months among fashion conscious, savvy shoppers.

BackgroundVery are in a good financial position to build upon an already successful denim category and grow market share. Very have opportunity to increase brand engagement through an integrated campaign to leverage

the sales on denim that is aligned with their purely digital retial experience.

The ChallengeEngage with Very.co.uk website and buy into the brand via denim. Denim notoriously is difficult to buy due

to issues with fit and styles evolving quickly.

InsightWomen want denim that fits well at an accessible price point, giving them availability to try new on trend styles. Men want comfort and durability from trusted brands of good quality and will buy less frequently.

Noting, 65% of menswear at Very is bought by women. (Very 2015)

SolutionA campaign with a strong and engaging narrative lead by behavioural economics; that can be tailored to

each segment on each channel.

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The Concept

Campaign Idea

A style advisor feature called The Denim Doctor will launch on the website to aid consumers in finding their perfect denim. Using consumer behaviour analysis Very consumers can be advised as to which pair of jeans will be perfect for them after answering a series of questions. Social media, email and website pages will drive the use of this tool and the outcomes of stress free jeans buying - positively embracing buying denim and changing perception of it being a stressful experience. A hashtag and competition furthers fuels the sharability and engagement of the feature.

Narrative

The narrative for the campaign to accompany The Denim Doctor will be centred around that eureka feeling when a pair of jeans you love fit as well as exploring what you love about your favourite jeans, challenging consumers to find them at Very.

Key Messages

The key message will be relief and an increased association of Very with buying denim. Emphasising how personal buying denim can be and how easy Very can make it.

PR

Press releases will be sent out to magazine journalists to accompany the campaign. Explaining how to get involved with #VeryBestDenim and Informing press of the denim department updates at Very. The Denim Doctor tool underpins Very’s expertise of their deep consumer understanding and personal relevance.

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Platform Specific Role The Detail

Website Consumer insight and personalised shopping experience underpinning the campaign and #VeryBestDenim

The denim doctor diagnosis. Using available technology and tools the denim doctor survey will allow consumers to understand which garments will be best for them.

Instagram Share, Post, Engage #VeryBestDenim. Competiton running for 4 weeks over launch. Consumers upload photos of them in their favourite denim along with 3 reasons they love them to @VeryUK. £100 shopping voucher to be won by 3 participants.

Email Creating awareness and communication. Reactivating cold customers.

Research highlighted that email and website communication engaged well. Alongside the campaign therefore email will be instrumental in driving website traffic and increasing awareness of denim. Email will allow Very to target consumers at specific times and on mobile and desktop. Clickable links to product and specific landing pages will ensure a clear call to action.

Blogger Collaboration

Targeting figures of influence to produce content that will increase awareness of the denim doctor tool and Very denim.

Tasking a handful of bloggers to use the denim doctor and write a series of 3 posts on their experience, reasons to love and launch of the competition. In celebration of the new Very Denim department, they can style their denim inspiring readers to love theirs.

You Tube Collaboration

As above. As above via video opposed to blog.

“57% of British adults feel more positive towards brands who generate content aimed specifically for them.” (Seasons 2014)

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Phase 1:•Denim Doctor launches on website in September 2016 - Autumn sees the highest sales in denim.

Phase 2:•Print ads and interactive ads leading to Denim Doctor landing page on Very’s Instagram and Facebook. •4 versions of the print ad to be featured over 6 issues in Glamour, Closer, Grazia and Cosmopolitan

Phase 3: •Blogger outreach and collaborations on content using hashtag #VeryBestDenim1.Increases awareness of Denim Doctor2.Strengthens association of Very with top denim brands and adds credibility if reccommended by social media influencers3.Engages each segment with same narrative but with differing aspirations and personailities, through selected social media influencers. Each woman wants different qualities and features from denim.

Phase 4:•Competition to support campaign1.Share photo using #VeryBestDenim wearing favourite jeans and listing 3 reasons why. £100 gift card to be won and possible invite to guest blog.

Phase 5: •Guest Blogs written by customers on their experience of using Denim Doctor and their favourite jeans and looks on Very.co.uk lifestyle pages.

Implementation

Webpages

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Facebook

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Fig. 59

56

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Fig. 60

57

Blogger Collaborations

• Couture Girl• Lydia Millen• Anouska.net• Sarah Ashcroft• Em Talks• Chouquette• Fashion Influx

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PrintAdverts

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PrintAdverts

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Timeline

• Denim Doctor launces on website.

• Send out press releases and

gifting bloggers for review purposes.

• Print ads and interactive ads on Very’s Instagram and Facebook launch to support

the #.

• New products and brands live on website.

• Paid Blogger outreach and collaborations on content using hashtag

#VeryBestDenim. • Launch behind the scenes You

Tube video from new Very Denim Fit Guide.

September 2016

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• Competition to support campaign and offer

incentive for the hash-tag. To unite consumers helping them find their

best ever jeans.

• Gather best consumer produced

content from competition and

invite guest writer from competition entries for Very

lifestyle blog.

• Review campaign success and failiure and adapt to

year 2 of strategy. • Release blogger and

consumer reaction clips to unboxing

their #VeryBestDenim

August 2017

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Budget

Creating a marketing budget ensures all costs are accounted for and can be afforded. Measuring the success and analyzing whether investment is worthwhile is also necessary to understand ROI and can only be done with certainty if strict budgeting is in place.

For the purpose of this strategy the percentage of sales method has been used (Zook 2011) :

5% of forecasted 900mil sales means a budget of £35 milion for Very’s marketing. 100 departments within Very all compete for budget, with clothing being one. Out of approximately 10 clothing departments an allocation for Very Denim therefore can be assumed as an approximate = £350,000

The overall marketing costs for the campaign comes in under budget. This gives Very greater financial freedom and a safety net if over spending occurs or there are delays in implementation which leads to an increase in costs.

Sensitivity +20% £455,000Sensitivity -20% £280,000

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Measure and Review

To understand if the strategy and campaign was successful, areas can be measured and assessed. The key indicator is number of sales and revenue which will be reviewed 1 year after launching Denim Doctor and the campaign. Sales figures, hits on the website, social media performance and engagement can be assessed through analytics to measure the degree of brand awareness and interaction from each platform. Product range can be monitored looking at which brands sell best. If likes, following, engagement and ultimately awareness have met the increased 10% target and market share has grown by the estimated 0.2% it can be assumed the strategy was successful.

Conclusion

To conclude, Very.co.uk are in a good position to penetrate the denim market. The financial means and industry innovation are available for the brand to excel in growing the denim department. Key insights from research demonstrated through this strategy, show how adding emotional value to an integrated social strategy and focus on a solid product offering ensure the opportunity to increase market share is achievable.

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Appendix1.0

67

68

1.1 Interview Results – 8 (4 women, 4 men) participants aged 20-53 were interviewed about their denim choices.

Where do you shop for jeans?1. Topshop2. ASOS3. River Island, Topshop and Asos4. Levi5. Topshop and Levi6. ASOS7. Next8. Topshop and River Island

What brand of denim is your favourite and why? 1. Topshop, I know what I’m getting and it fits well. 2. ASOS own brand for the last couple of years, fit me well and good value3. Probably Topshop or the choice and styles and leg length/size options4. Levi for durability and really good cut and fit5. Topshop for stretchy comfy denim and Levi for classic styles I will wear for longer like black skinnies. 6. I buy Levi from Asos, usually though I buy other things at the same time so just part of my order 7. I find jeans in Next are fine8. Topshop and River Island because they are reliable

What is the most important factor when buying a pair of jeans?1. Fit2. The fit, must have stretch in them and be ankle grazer length because I hate rolling them up!3. They’re comfy and fit on my waist, so annoying if they aren’t tight4. They last well and fit well5. They fit the best and are comfy to wear 6. Fit and comfort 7. Fit, durability, look8. Price, style quality

How often do you buy jeans?1. Around twice a year 2. Every 6 months or so3. Once a year or maybe in summer I will buy a lighter or white pair4. Every year 5. Twice a year, summer and winter if I need to6. Once a year maybe7. One a year8. Couple of times a year, Summer and Winter

Where are you most likely to hear about new collections and products from brands?1. Email from the brand or in their stores2. On their website or maybe through bloggers I follow, or an email 3. In their store on if they email me4. Emails, I’m on their mailing list so I hear about promotions like the Black Friday discount event. 5. On social media, then I’ll look online or in store maybe if I’m out shopping and I see an advert 6. Emails or online 7. In store when I shop8. If I see a friend wearing a new brand I might try them, or if a blogger or You Tuber does a good review on a new brand

43%

19%

19%

19%

What is the most important factor when buying a pair of jeans?

Fit

Comfort

Durability

Style

1.2 Shop Direct profit and loss. Source: https://beta.companieshouse.gov.uk/company/04663281/filing-history

69

Do you have difficulties finding jeans that meet your requirements? E.G. fit, budget, style?1. I have a big bum so I struggle to find jeans that sit right round my waist along with not wanting the jeans to make my thighs to look big - I find it’s more of a personal issue I have with jeans but the only difficulty and Topshop are really stretchy. 2. Not really, ASOS seem to nail it for me, they always get the fit and colour right - the only issue is sometimes they don't have enough stock3. Black jeans never stay black, they fade too quickly especially Topshop denim. 4. Not at Levi, I know my waist size and leg length so I can buy without trying as I repeat buy them a lot. 5. No, I think Topshop and River Island sizes are a good fit and true to size but in the past I’ve struggled to find a brand I am loyal to and it can be annoying, now I know what I like6. No I’m happy to pay for Levi’s for the quality and they do so many cuts7. No8. Not really, I feel like Topshop jeans were good however I always wanted to wear a belt with them so decide to look around and found a really nice pair in Mango recently

What factors would influence you to try a new brand of denim?1. If I love the style or a friend recommends probably. 2. If a friend likes them and recommends or I see a style I love or read a good review/blog about them3. If I like them. Maybe if it was free delivery or a promo event I would try them if the price was good. 4. Maybe if someone tells me they have found a new brand they love, so a recommendation. 5. A review in a magazine maybe or if I’m told to try a new brand from a friend, I would trust their style6. Just if I like the style or I see them around a lot and hear good reviews I might try if they aren’t really expensive 7. If I like them and needed them, I would buy them8. If they did similar styles to Topshop or River Island but were cheaper, and if they had good reviews and fitted well.

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Boohoo.com - Case Study

BooHoo’s SS14 adverts failed to boost sales as predicted and was a disap-pointing year for marketing ROI(See Appendix). A lack of differentiation and innovation that once was identifiable as BooHoo contributed to the campaign not being instantly recognisable as BooHoo and customers not converting. “Boohoo is not as good at proactively triggering that engagement with cus-tomers, it hasn’t effectively created the same level of dialogue that some of its competitors have managed.” (Faull 2015)

In contradiction the SS15 #WeAreUs was a huge success, having realigned with consumers. CEO Carol Kane commented “Our marketing focus for this year is very much about developing brand loyalty by reinforcing our DNA and creating an emotional connection with our digitally native consumer, while still delivering messaging focused on the brands fun, inclusive and individual approach.” (Goeghegan 2015)

Consumer focus and engagement was at the heart of the campaign. It includ-ed a social platform on the Boohoo site where shoppers are encouraged to be their own stylists, share images, music, health and lifestyle tips talking to one another on social media. Chart Topping song Years and Years features in the ad, further reinforcing their nod to the lifestyle of their BooHoo consumer. Kane futher explains: “We’re very good at profiling our audience and for us it’s about being really inclusive as a brand. Our ultimate aim is to sell clothing, but we are also a destination for fashion where consumers can hang out, go to our social channels, watch our videos and come to us for inspiration. We do find that people who engage with the content on our site are more likely to go through to sale.”

Keller’s Model – Applied from primary research of the target market aged 25-45.

Imagery – A housewife brand, frumpy clothes, celebrity ranges, tacky. Performance – Femenine, department store, discounted brandsJudgements – New brand, Quick, good bargains, Feelings – Low levels of brand pride and social approval, a bit cheesy, light hearted Resonance – Low loyalty, lack of connection with brand and fellow consumers, family brand, safe Salience – High brand awareness among women, inoffensive TV campaigns,

1.3

1.4

Increasing Technological Newness

Incr

easin

g M

arke

t New

ness

71

1.5 Ansoff Matrix – Identifying course of action.

1.6 ASOS Target Core Customer

1.8 Sustainable Denim: New Brands

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1.7 Tech Savvy 40+ Consumers. Marketing Week Article.

40-plus women: Putting age before reasonWomen over 40 are largely ignored by marketers. With research showing they control 80 per cent of the UK’s wealth, companies dismiss them at their peril. By Lucy Tesseras on 13 Mar 2013

Women over 40 are tech-savvy and one in two is the chief earnerMature women are often overlooked by brands, which tend to target a younger, seemingly more stylish demographic. But when you consider that 93 per cent of women aged 40 to 60 make all or most of the financial decisions in households, it might be time to reassess.It is often said that age is only a number and nothing could be truer of today’s middle-aged women, according to the latest research carried out by IPC Media as part of its GenerationYNot! initiative, which finds that there are 8.5 million women in this category, spending an average of £92bn annually.“It’s all about attitude,” says IPC director of insight Amanda Wigginton. “Women over 40 are not dinosaurs. They are very switched on and incredibly tech savvy. One in two is the chief income earner in their household and they are 90 per cent more likely [than those under 40] to earn over £40,000.“They are responsible for 80 per cent of the UK’s wealth, so it is a huge demographic. And as we’re an ageing population, their importance is only going to increase.”Older women are also twice as likely to have an opinion about the economy. Since many have been through a recession before, they are less worried than those who are younger: 44 per cent of women aged 40 to 60 say they are “worried” compared with 47 per cent of women in general.This category is also realistic about the rate of recovery, with only 12 per cent expecting the economic situation to be better next year and 34 per cent anticipating their family finances will remain the same. “These are confident women,” says Wigginton. “They are very much in control of their spending and finances. And because they are so financially aware they have a very pragmatic and practical view of the economy.”

1.9 Top Selling Colours

2.0 Denim Styles

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2.1 Emerging Trends: Sustainable Denim

2.2 Macdonald Strategic Plan Template.

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How Very.co.uk campaign reached five million people with help from MSNRelated LinksRight Move uses location technology to boost website visitsHow New Look used mobile marketing to treble customer engagement levelsHow QVC gave its website a tech boostHow banner ads helped deliver ROI for Shrek The MusicalHow SEAT surpassed its lead target by 45%Background

Part of the Shop Direct family, Littlewoods Direct rebranded its online catalogue to Very.co.uk in July 2009.

Designed with internet savvy customers in mind, the website (www.very.co.uk) gives consumers the opportunity to shop across a variety of product areas, including fashion and footwear to home and electrical, plus clothing ranges by designers and celebrities including Holly Willoughby, Fearne Cotton, Steve Jones, Jasmine Guinness and Denise Van Outen.

To contribute toward its rebranding, Very.co.uk approached Microsoft Advertising with a brief to drive brand awareness amongst its online target audience of women aged 25-44 who value: prompt delivery, easy to place orders, well organised website, high quality products and a good value for money.

Strategy

Drawing on its research and in-depth understanding of online consumer behaviour, Microsoft Advertising proposed a campaign that would run across MSN, a particularly popular platform amongst women aged 25-44.

Since 1995, MSN has become one of the world’s most influential news and entertainment portals, reaching 69% of the UK’s internet audience with a total of 28.9 million unique users a month (Comscore May 2011).

Using behavioural and demographic targeting, the campaign was designed to maximize user engagement and interactivity with this audience. The campaign was made up of two key elements - display advertising and an editorially-led content partnership - with a view to improving brand aware-ness and encouraging user engagement, resulting in increased traffic to Very.co.uk.

Very.co.uk’s existing brand strategy is to engage customers in creative content using social media, including its VBlog and interactive online maga-zine. It also uses print to showcase ranges, inspiring customers with the latest looks from the catwalk and offering special deals. Bringing exclusive MSN content together with the portal’s scale and expertise was a natural fit for the brand’s strategy.

Implementation

Microsoft Advertising designed and built a Very.co.uk content hub on MSN called ‘Fashion Clinic’, which featured an editorial campaign lasting five weeks and drove traffic to the campaign’s microsite. The content partnership included:

Editorial links on the MSN Homepage and ‘editor’s picks’ to drive traffic to the content hubEditorial features including ‘user’s dilemmas’, product galleries pulled from Very.co.uk, online polls, and ‘test yourself’ quizzes to drive engagement and participationAn advertising feature on MSN Life & Style linking to Very.co.ukWeekly galleries featuring products from the Very.co.uk site

A Very.co.uk MSN homepage takeover drove MSN users to Very.co.uk. In addition, behavioural and demographically targeted display advertising was served throughout the MSN in order to maximise the effectiveness of the campaign and reach Very.co.uk’s specific target audience.

Results

By combining targeted advertising with high-reach activity such as the MSN homepage takeover and the Fashion Clinic content hub, Very.co.uk’s MSN campaign reached 4.9 million people and 429,000 of MSN users who viewed the online campaign went on to visit Very.co.uk.

In total, 11.7% of women aged 25-44 who saw the campaign went on to visit Very.co.uk in the month after exposure, a result which exceeded expectations and demonstrated the campaign was highly effective - a far higher visit rate than women 25-44 who didn’t see the campaign (2.6%).

The average number of pages viewed per person on Very.co.uk increased following exposure to the MSN campaign, with the average time spent on the site also increasing by 7% amongst women 25-44.

Overall, the campaign increased brand awareness by +7% to 84%The online advertising awareness questionnaire indicated that the campaign had increased advertising awareness by +6% to 52%The content partnership drove brand favourability up from 29% to 63% and increased recommendation up by 14% to 49%54% of people that engaged with the campaign said they would tell other people about the Very.co.uk microsite

2.3 How Very.co.uk campaign reached five million people with help from MSNOct 11, 2011

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BooksDe Chernatony, Leslie (1953) Creating Powerful Brands. 4th Ed. Amsterdam. Butterworth-HeinemannMcdonald, Malcom. (2011) Marketing Plans, How To Prepare Them, How To Use Them. Wiley & SonsMeerman Scott, David (2013) The New Rules Of Marketing And PR. 4th Ed. New Jersey. Wiley & Sons. Olins, Wally (2004) On Brand. London. Thames and Hudson. Zook, Ze and Smith. PR (2011) Marketing Communications; Integrating Offline and Online with Social Media. 5th Ed. London

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Bishop, Jane (2015) Denim Trends From the Spring 2016 Shows. Vogue. [online] Accessed on: 01/12/2015. Accessed at: http://www.vogue.com/13360288/spring-2016-denim-trends-jean-stories/

Daykin, Jerry (2015) Personalised Marketing At Scale Is The Next Big Thing In Digital. The Guardian. [online] Accessed on 23/11/2015 Accessed at: http://www.theguardian.com/media-network/2015/mar/19/personalised-marketing-digital-future

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Guang, Li (2013) The denim capital of the world: so polluted you can’t give the houses away. China Dialogue. [online] Accessed on: 23/11/2015. Accessed at: https://www.chinadialogue.net/article/show/single/en/6283-The-denim-capital-of-the-world-so-pollut-ed-you-can-t-give-the-houses-away

Linares, Lourdes (2015) Retail Analysis: Denim Spring 2015. WGSN. [online] Accessed on: 12/12/2015. Accessed at: http://www.wgsn.com/content/board_viewer/#/57238/page/6

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Redfish Group (2013) Inspiring impulse buying: Maximise the impact of your online visual merchandising. Drapers. [online] Accessed on: 14/12/2015 Accessed at: http://www.drapersonline.com/business-operations/inspiring-impulse-buying-maximise-the-im-pact-of-your-online-visual-merchandising/5053545.fullarticle

Rendle, Karla (2015) Fast Fashion Polarises Mid-Market Jeans Specialist In UK. Fashion United. Report. [online] Accessed on: 17/12/2015. Accessed at: https://fashionunited.uk/news/fashion/fast-fashion-polarises-mid-market-jeans-specialists-in-the-uk/

Seasons, Melanie (2015) Can you market to the over 50’s on social? Econsultancy. [online] Accessed on: 7/1/2016. Accessed at: https://econsultancy.com/blog/64242-can-you-market-to-the-over-50s-on-social/

Singer, Maya (2015) The Clothing Insurrection: It’s time to take on the fashion supply chain. Vogue. [Online] Accessed on: 17/11/2015 Accessed at: http://www.vogue.com/13268385/fashion-supply-chain-environmental-impact/

Singh, Sarwant (2014) Top Trends For 2015. Forbes. [online] Accessed on: 22/11/2015 Accessed at: http://www.forbes.com/sites/sarwantsingh/2014/12/17/top-15-trends-for-2015/3/

Tesseras, Lucy (2013) 40 plus Women, Putting Age Before Reason. Marketing Week, [online] Accessed on: 15/12/2015. Accessed at: http://www.marketingweek.com/2013/03/13/40-plus-women-putting-age-before-reason/

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IllustrationsFig 1. Orta Denim (2015) Pile Of Denim. WGSN [online] Accessed on: 20/01/2015. Accessed at: http://www.wgsn.com/content/board_viewer/#/58678/page/12 Fig 2. Very Logo. (2015) Very.co.uk [online] Accessed on: 20/01/2015. Accessed at: http://www.very.co.uk/ Fig 3. Madewell (2015) Promo Van. WGSN. [online] Accessed on: 09/12/2015. Accessed at: http://www.wgsn.com/content/board_viewer/#/63519/page/6 Fig 4. Levi (2015) Progress With Less Bin. WGSN. [online] Accessed on: 09/12/2015. Accessed at: http://www.wgsn.com/content/board_viewer/#/63519/page/6 Fig 5. D’Lord (2015) New Brands Map. WGSN. [online] Accessed on: 09/12/2015. Accessed at: http://www.wgsn.com/content/board_viewer/#/63519/page/8 Fig 6. Experian (2014) Hyper Connected Consumer. [online] Accessed on: 09/12/2015. Accessed at: http://www.experian.co.uk/marketing-services/campaigns/2014-digital-insights-calendar.html Fig 7. Mintel (2014) Online Retail Sales. [online] Accessed on: 09/12/2015. Accessed at: http://academic.mintel.com/display/713425/ Fig 8. Mintel (2014) Market Share Chart. [online] Accessed on: 09/12/2015. Accessed at: http://academic.mintel.com/dis-play/713425/ Fig 9. Edited Premium Denim. (2015) Market Growth. [online] Accessed on 10/12/2015. Accessed at: https://edited.com/blog/2015/02/future-denim-trends-report/Fig 10. Drapers (2015) Trends Over 50’s. The Lowdown On Denim. Drapers. London.Fig 11. Drapers (2015) Expenditure and Volume. The Lowdown On Denim. Drapers. London.Fig 12. HM Denim (2015) Conscious Jeans. WGSN. [online] Accessed on: 09/12/2015. Accessed at: http://www.wgsn.com/content/board_viewer/#/63519/page/2 Fig 13. Active Indigo. (2015) Movement in Denim. WGSN. [online] Accessed on: 09/12/2015. Accessed at: http://www.wgsn.com/content/board_viewer/#/53448/page/1 Fig 14. Drapers (2015) Branded Vs Own Label. The Lowdown On Denim. Drapers. London.Fig 15. Editd. (2015) Patchwork. [online] Accessed on: 09/12/2015. Accessed at: https://edited.com/blog/2015/02/future-den-im-trends-report/ Fig 16. Nudie jeans Co (2015) Reuse, Reduce. WGSN. [online] Accessed on: 12/12/2015. Accessed at: http://www.wgsn.com/con-tent/board_viewer/#/63519/page/2 Fig. 17 Levi (2015) Garbage Jeans. WGSN. [online] Accessed on: 12/12/2015. Accessed at: http://www.wgsn.com/content/board_viewer/#/63519/page/2Fig 18. Patagonia. (2015) Organic Cotton. WGSN. [online] Accessed on: 12/12/2015. Accessed at: http://www.wgsn.com/content/board_viewer/#/63519/page/2Fig 19. Kapital (2015) Eco Active. WGSN. Accessed on: 12/12/2015. Accessed at: http://www.wgsn.com/content/board_view-er/#/53825/page/1 Fig 20. Kapital Fringe (2015) Eco Active. WGSN. Accessed on: 12/12/2015. Accessed at: http://www.wgsn.com/content/board_view-er/#/53825/page/1Fig 21. Patagonia (2015) 84% Less Water, WGSN. Accessed on: 14/12/2015. Accessed at: http://www.wgsn.com/content/board_viewer/#/63519/page/3 Fig 22. WGSN Edit (2015) Emerging Trends. [online] Accessed on: 14/12/2015. Accessed at: http://www.wgsn.com/content/board_viewer/#/62494/page/1 Fig 23. WGSN (2015) AW Range Plan. [online] Accessed on: 14/12/2015. Accessed at: http://www.wgsn.com/content/board_view-er/#/63600/page/1 Fig 24. Boohoo (2015) Jennie Jeans. [online] Accessed on: 14/12/2015. Accessed at: http://www.boohoo.com/restofworld/clothing/jeans/icat/jeansdenim Fig 25. Boohoo (2015) User Selfie. [online] Accessed on: 14/12/2015. Accessed at: http://stylefix.boohoo.com/uk/ Fig 26. Getty Images (2015) Emma Roberts Boohoo. [online] Accessed on: 14/12/2015. Accessed at: http://stylefix.boohoo.com/uk/ Fig 27. Boohoo (2015) Inspire Me Denim. [online] Accessed on: 14/12/2015. Accessed at: http://stylefix.boohoo.com/uk/ Fig 28. Boohoo (2015) Denim Dress. [online] Accessed on: 14/12/2015. Accessed at: http://www.boohoo.com/restofworld/cloth-ing/jeans/icat/jeansdenim Fig 29. Just Becky (2015) Ripped Jeans. ASOS. [online] Accessed on: 14/12/2015. Accessed at: http://www.asos.com/discover/as-seen-on-me/?Gender=womens&ctaref=ww|nav|asom Fig 30. Just Becky (2015) Zebra Crossing. ASOS [online] Accessed on: 14/12/2015. Accessed at: http://www.asos.com/discover/as-seen-on-me/?Gender=womens&ctaref=ww|nav|asomFig 31. Fashion By Daisy (2015) Indigo Denim. [online] ASOS. Accessed on: 14/12/2015. Accessed at: http://www.asos.com/discover/as-seen-on-me/?Gender=womens&ctaref=ww|nav|asom Fig 32. ASOS (2015) Denim Boyfriend Shirt.[online] Accessed on: 14/12/2015. Accessed at: http://www.asos.com/ASOS/ASOS-Den-im-Boyfriend-Shirt-in-Myrtle-Light-Wash/Prod/pge Fig 33. Scensual (2015) ASOS Eyewear.[online] Accessed on: 15/12/2015. Accessed at: http://www.asos.com/discover/as-seen-on-me/?Gender=womens&ctaref=ww|nav|asom Fig 34. Levi (2015) Red Logo. [online] Accessed on 23/01/2016. Accessed at: http://www.levi.com/gb/en_GB

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Fig 35. Levi (2015) The New Womens. [online] Accessed on 23/01/2016 Accessed at: http://www.levi.com/GB/en_GB/category/women/jeans Fig 36. Levi (2015) Live In Levi. [online] Accessed on 23/01/2016. Accessed at: http://www.levi.com/gb/en_GB Fig 37. Levi (2015) The New Womens Collection Landing. [online] Accessed on 23/01/2016 Accessed at: http://www.levi.com/GB/en_GB/category/women/jeansFig 38. Levi (2015) Pile Of Jeans.[online] Accessed on 23/01/2016 Accessed at: http://www.wgsn.com/content/board_view-er/#/63519/page/16 Fig 39. Levi (2015) 1890 Logo. Accessed on 23/01/2016. [online] Accessed at: http://uk.complex.com/style/2013/03/the-50-most-iconic-brand-logos-of-all-time/coca-cola Fig 40. New Look (2015) Ripped Blue Skinny.[online] Accessed on 23/01/2016. Accessed at: http://www.newlook.com/shop/wom-ens/jeans_20017 Fig 41. New Look (2015) Mens Denim. [online] Accessed on 23/01/2016. Accessed at: http://www.newlook.com/shop/mens/jeans_30152 Fig 42. New Look (2015) Womens Jeans. [online] Accessed on 23/01/2016. Accessed at: http://www.newlook.com/shop/womens/jeans_20017 Fig 43. Shop Direct (2015) Very and Ecommerce Drive Profits. [online] Accessed on: 18/12/2015. Accessed at: https://www.shopdi-rect.com/news-media-page/press-releases-2/ Fig 44. Mintel Academic (2010) Retail Trust. [online] Accessed on: 08/12/2015. Accessed at: http://academic.mintel.com/dis-play/743714/ Fig 45. Very (2015) @Very Instagram. [online] Accessed on: 18/12/2015 Accessed at: https://www.instagram.com/veryuk/ Fig 46. Very (2015) Very Pinterest. [online] Accessed on: 18/12/2015. Accessed at: https://uk.pinterest.com/veryhq/ Fig 47. Very Lifestyle (2015) Lifestyle Landing Page. [online] Accessed on: 18/12/2015. Accessed at: http://www.very.co.uk/very-life-style Fig 48. Niomi Smart You Tube (2015) Beauty Generations Thumbnail. [online] Accessed on: 18/12/2015. Accessed at: https://www.youtube.com/watch?v=nroZmvBt790 Fig 49. Very (2015) V by Very Label Collection. [online] Accessed on: 18/12/2015. Accessed at: http://www.very.co.uk/women/v-by-very/jeansFig 50. 7 For All Mankind (2015) Womens Collection. [online] Accessed on: 18/12/2015. Accessed at: http://www.7forallmankind.com/womens-new-arrivals/l/42 Fig 51. Levi (2015) Womens Landing Page. [online] Accessed on: 19/01/2015. Accessed at: http://www.levi.com/GB/en_GB/cate-gory/women/jeans Fig 52. ASOS (2015) Shop The Look [online] Accessed on: 18/12/2015. Accessed at: http://www.asos.com/ASOS/ASOS-Rivington-Jeggings-In-Maisy-Mid-BlueFig 53. Anthropologie Blog (2015) The Girlfriends Guide To Gifting [online] Accessed on: 18/12/2015. Accessed at: http://blog.an-thropologie.com/the-girlfriends-guide-to-gifting-cozy-swap-party/ Fig 54. Anthropologie Blog (2015) Cheers [online] Accessed on: 18/12/2015. Accessed at: http://blog.anthropologie.com/the-girl-friends-guide-to-gifting-cozy-swap-party/ Fig 55. 7 For All Mankind (2015) Women Fit Guide. [online] Accessed on: 18/12/2015. Accessed at: http://www.7forallmankind.com/fit-guide Fig 56. Topshop (2015) Womens Bestsellers. [online] Accessed on: 18/12/2015. Accessed at: http://www.topshop.com/en/tsuk/category/clothing-427/jeans-446 Fig 57. Bloomingdales (2015) Images of Fit Guide. [online] Accessed on: 18/12/2015. Accessed at: http://www1.bloomingdales.com/fashion-index/womens-denim-fit-guide/trends.jsp Fig 58. Very (2016) The Denim Store. [online] Accessed on: 19/01/2016. Accessed at: http://www.very.co.uk/women/jeans/e/b/1682.end Fig 59. Lydia Millen (2015) The Best of The Blog. [online] Accessed on: 19/01/2016. Accessed at: http://lydiaelisemillen.com/ Fig 60. Kayleigh Johnson (2015) Couture Girl X HM. [online] Accessed on: 18/12/2015. Accessed at: http://www.couture-girl.co.uk/

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