ALLEE LIZAMA ZOE JOHNSON EMORY CAMPER MICHAEL KATZ

Marketing Strategy US Market Penetration

WHO WE ARE

“We try to create collections that

tell a story through design, fabric, and

colour.”

- Jane Shepherdson, CEO

the ‘thinking woman's fashion brand’

WHO WE ARE: brand identity/ image

STRATEGY PROPOSAL

Expand Whistles current US Market Development Strategy from a concession/wholesale-led approach via Bloomingdales into a heavily invested transnational approach during the

third quarter of the 2015 fiscal year.

US Flagship Store

PRODUCT LIFECYCLE: Growth Phase

May 2014 Bloomingdales

NY Launch

AW 2015 Flagship Launch

● Whistles long-term goals include expanding to more US markets

● Creating strong brand equity in the US market is essential to their success

● Creating a flagship will grow the brand’s image and further differentiate from competitors compared to selling in a department store

OBJECTIVES

● Increase Brand awareness in the US

● Increase long term profits

● Long-term sustainability of sales

and profits

Internationalization Strategy

Transnational Strategy“As much standardization as possible, as much adaption as

possible” - Mooradian, et. al

Risk/Customer Assessment is crucial Judgement-based forecasting, Data mining

MARKET TRENDS: Mid-Market Fashion

Fast-Fashion Brands

Mid-Market Brands

Luxury/Designer Brands

TARGET MARKET: Segmentation

Mid-Market Fashion Middle Class

Lower-Middle Class Middle-Middle Class Upper-Middle ClassMen and women

$25,000 to $50,000 annual income

Lower education attainment

Lower-level jobs

18 and over

Outskirts of major cities

Shops at large discount chains

Men and women

$50,000 to $80,000 annual income

At least a college degree

Middle-management jobs

25 and older

2nd cities

TJ Maxx, Gap, Costco

Men and women

$80,000 to $100,000 annual income

Highest educational attainment

Professionals

28 to 55 years old

Expensive cities

Aspirational shoppers

PEN PORTRAIT : Jane

Age: 30Job: Managing Editor at Glamour

Annual HHI: $80,000Education: Dartmouth College, B.A.

Columbia University, M.A.Marital Status: Single

Location: Lower East Side, NYC

Jane needs a professional, yet trendy clothing brand for work and at a relatively

inexpensive price.

Jane needs Whistles.

Competitors in US Market

TARGET MARKET: Positioning

Competitive Advantages?Foreign (British/Anglophile appeal)

Trendy/High-fashion aestheticMoves away from the traditional “Americana Market”

Excellent customer serviceReasonably priced items

Whistles will be the go-to British, high-fashion brand for our target market.

SMART OBJECTIVES: By Segment

Specific, Measurable, Achievable, Relevant, Time-Specific

1. Build brand awareness to unaided recall

2. Develop brand attractiveness

3. Measure purchase and repurchase rate

4. Maintain previously loyal customers

MARKETING MIX

WO MENS

CLOTHES

PRODUCT

320

280

260

245

168

130

108

54

PRICING STRATEGY

$

Pricing Architecture

300 & up

245-275

via Editd.com/blog

LOCATION: NYC

Los Angeles New York City

Fashion capital of the United States

Mercedes-Benz Fashion Week

Lifestyle and weather parallels with London

Stronger tendencies towards luxury

Fashion-dynamic slightly less strong

Much more laid-back lifestyle and warmer weather compared to London

LOCATION: West Village MeatPacking District

● Trendy shopping location for Upper Middle Class

● Stores with similar aesthetics

● European ‘feel’ due to cobblestone and lower rise buildings compared to upper Manhattan

● Popular dining and nightlife helps create the ‘Whistles’ lifestyle

Distribution Channel

monthly rotation and visual updates to

retain loyal customer interest

Industrial and modern with some classic British

accents

X LUCY DODD

Lucy DoddWyatt Kahn

Jerry, Saltz (2013, December 3). Lucy Dodd’s Paintings Intoxicates (and So Do Her Cocktails. Retrieved from http://www.vulture.com/2013/12/seeing-out-loud-saltz-on-lucy-dodd.html/

LAUNCH PARTY

● Host event in new store one week before opening day

● Models will wear clothes and do a showing of the new line

● There will be 200 guests, 150 of which will be celebrities and fashion industry big names and 50 will be local customers who will win social media campaign competition

● Lucy Dodd will unveil her artwork

● The brand ambassadors, Olivia Palermo and Sofia Coppola, will attend and give toasts

● One week of press coverage before opening event

Current Celebrities Aligned with Brand:

#MossMondayon SM

Platforms

COMMUNICATIONS: Social Media Campaign

● Use Spring, a new phone app that looks similar to Instagram, but is for fashion retailers only to reach the ‘fashionista’ audience that is searching for new products and designs from their favorite brands

#whistlesforUS

#whistlesxlucydodd

#bellsandwhistles

#whistleswantsyou

COMMUNICATIONS: Print and Online Advertising

● Regional and National Magazine and Newspaper Advertisements

● West Village Billboard

● Instagram sponsored content

● Pay to launch promoted tweets on Twitter in New York region to users who fit our target market

● PR pitches to generate press mentions and native content for various magazines and blogs

Coming Soon

#whistlesforUS

CUSTOMERS: Loyalty and Profitability

Source: Cooley as referenced by “How to Hug Your Customers, and get Value with Every Squeeze” Customer Think Corporation 2004

Why Customers Leave

CUSTOMERS: Customer Relationship Management

MARKETING BUDGET PROPOSAL

Launch Party Staff/Caterer/Press $150,000

Local Advertisements $5,000

Social Media Advertisements $15,000

U.S. PR Position $75,000/yr

Total $245,000

Timeline

Questions

References

Carmichael, M. (2012, March 19). The Demographics of Retail | Ad Age Stat - Advertising Age. Retrieved October 1, 2014, from http://adage.com/article/adagestat/demographics-retail/233399/

Crisell, H. (2014, May 19). Meet Jane Shepherdson, the Woman Behind Whistles’ Cult Following. New York Magazine. Retrieved from http://nymag.com/thecut/2014/05/meet-the-woman-behind-whistles-cult-following.html

Gustafson, K. (2013, December 13). Middle Class Buying Luxury Again- But At a Bargain. Retrieved October 3, 2014, from http://www.cnbc.com/id/101262672#.

Indvik, L. (2014, May 22). How Whistles Reemerged As One Of The Most Exciting Contemporary Brands in Fashion. Fashionista. Retrieved from http://fashionista.com/2014/05/whistles-ceo-jane-shepherdson

Jerry, Saltz (2013, December 3). Lucy Dodd’s Paintings Intoxicates (and So Do Her Cocktails.Retrieved from ttp://www.vulture.com/2013/12/seeing-out-loud-saltz-on-lucy-dodd.html/

Karen Millen is changing direction and is leaving occasion wear behind. (2014, April 15). Retrieved October 4, 2014. http://www.veooz.com/news/aH51Z11.html

Keller, C. Magnus, K.H., Hedrich, S., Nava, P., Tochtermann, T. (2014, September 1). Succeeding in tomorrow’s global fashion market. McKinsey & Company. Retrieved from: http://www.mckinseyonmarketingandsales.com/succeeding-in-tomorrows-global-fashion-market

Kochhar, R. (2014, January 27). Despite recovery, fewer Americans identify as middle class. Retrieved October 8, 2014, from http://www.pewresearch.org/fact-tank/2014/01/27/despite-recovery-fewer-americans-identify-as-middle-class/

References

Massey, W. (2014, July 25). Did you know...that Whistles has reported its first profit since the 2008 management buy-in?. RetailWeek. Retrieved http://www.retail-week.com/city-and-finance/retail-week-knowledge-bank/did-you-know-that-whistles-has-reported-its-first-profit-since-the-2008-management-buy-in/5062560.article

Mooradian, T.A., Matzler, K., Ring, L.J. (2012). Strategic Marketing. Williamsburg, VA: Good Dog Publishing.

PRIZM. (n.d.). Retrieved October 8, 2014, from http://www.claritas.com/MyBestSegments/Default.jsp?ID=20#

Ranchhod, A. (2004). Strategic Marketing in Practice. Oxford.

Willis, R. (2013). Clothes: A Manifesto. Intelligent Life. Retrieved from http://moreintelligentlife.com/content/lifestyle/rebecca-willis/clothes-a-manifesto?page=full

Remy, N., Schmidt, J., Werner, C., & Lu, M. (n.d.). Unleashing Fashion Growth City by City.

(2014). Inside Theory. Theory. Retrieved from http://www.theory.com/Inside_Theory/Inside_Theory,default,pg.html

(2014). Our Story. Vince. Retrieved from http://www.vince.com/about-us/page/aboutus

(2014). About us. Karen Millen. Retrieved from http://us.karenmillen.com/info/About_20Us?subtab=corporateinformation#Corporate-social-responsibility