White Stuff Brand Report

Marketing and Communication Strategy Report
UK and USA Markets

Gabriella Sophia Main
FMBR10002

Contents
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Introduction
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Methodology
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Body of Report
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Brand History
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BrandVision and Objectives
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Brand Essence
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Brand Positioning
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Consumer Segmentation
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UK
Brand Health
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PEST
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Conceptual Map
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SWOT
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ANSOFF
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Key Recommendations
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US
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MacroTrends
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Conceptual Map
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California Mood Board
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Place
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Product
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Price
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Process
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Promotion
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SWOT
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Key Recommendations
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Appendix
References
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3
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4
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5-10
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11
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12
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13
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14
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15
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17-18
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19-21
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22
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23
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24
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25-26
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28
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29
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30
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31
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32
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32
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33
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33
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34
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35
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38-41
Illustrations
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Bibliography
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Street Questionnaire Copy
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Consent Form Copy
42-47
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48

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) ………………………………………………………………………
2

3
This report will ﬁrstly examine the health of the brand White Stuff in the context of the current UK Fashion Market.A PEST model is used to
outline current macro trends in the market and the potential effects these will have on the brand. Results from primary and secondary research
will be used to further validate the ﬁndings.This research will then be concluded using a SWOT analysis which will highlight the brands strengths
and weaknesses in the UK.
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A plan of development through effective marketing follows as to how White Stuff can achieve optimisation in the UK from their current
position.The plan will also include an effective market entry strategy for the brand as to expand into the US; detailing the position which would
be most suitable to adapt, appreciating the vast differences between the UK and the US Fashion Markets.
Introduction
3

Methodology
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Objectives
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• To develop an understanding of the White Stuff consumer.
• To achieve a clear view of the brand from a consumer perspective.
• To analyse brand health.
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4
• Under 18 years old: 4%
• 18 - 34: 56%
• 35 - 54: 31%
• 55 years old and above: 9%
Street questionnaires:
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• 15 participants
• Males (30%)
• Females (70%)
From the results of the initial online survey, a
questionnaire was developed to further the
research.
Fig. 1
Fig. 2 Fig. 3
Method
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Online survey:
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• 100 participants
• Males (15%)
• Females (85%)
Primary Research
Method
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• Under 18: 7%
• 18-34: 46%
• 35-54: 47%

Body of Report: Online Questionnaire
5
Fig. 4
Fig. 5

8
Body of Report: Street Questionnaire
Which age range do you believe White Stuff targets?
Fig. 10
Fig. 11

Which of the following words would you associate with the brand?
Which marketing methods do you believe are most effective for promoting a brand?
9
Fig. 12
Fig. 13

Do you utilise smartphone applications?
Do you shop online?
10
Fig. 14
Fig. 15

Brand History
White Stuff was founded in 1985 by George
Treves and Sean Thomas whom set up the
brand to fund their skiing habit, initially selling
T-Shirts from suitcases in the French ski
resort, Meribel.The sweatshirts proved
popular and this meant that they were able to
set up two shops in the ski resort.
!
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In 1991 their ﬁrst shop in the UK opened, in South London.As the brand
expanded and progressed; it stopped selling ski wear and began to focus on
casual menswear, womenswear and home-wear.
In 2010, the White Stuff Foundation was set up
to mark the company’s 25th anniversary.
The Foundation ensures that at least 1% of the
company’s annual proﬁts goes to charities
supporting disadvantaged children and young
people.This consolidated the companies status
as a brand who are proactive in social aid.
11
White Stuff employees skydiving
for the foundation
Fig. 16
Fig. 17
Fig. 18
Fig. 20
Fig 19.

Attention to Detail
White Stuff’s product focus includes
attention to detail which is evident in
every aspect of the brand; the in-store
experience is known for intricate store
layouts which are meticulously planned
to reﬂect the brand’s personality.
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Quality
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Being unique
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Making a difference
Whilst being charitable, the company
also pay attention to the production of
their clothing and state a ‘commitment
to ethical sourcing’. (1)(White Stuff, n.d.) The
company is a member of the Ethical
Trading Initiative.
Values
Colour and Print
White Stuff clothing is offered in an
array of bright, bold colours and
distinctive prints. Black is not
considered a happy colour by the
brand and therefore it is not used.
12
Fig. 21
Fig.22

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Brand Essence
Humorous
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Fun
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Playful
Personality
'Being different, making a difference and making the world a little happier.’
(2)(White Stuff, 2013)
Fig. 23
Fig. 24
White Stuff’s personality is playful
and humorous which is embodied in
all brand activity.The brand have a
vision to create happiness; putting
peoples smiles ﬁrst.
13

Brand Positioning
Product
Womenswear, menswear, accessories and home-wear.
Price
£5-£95
Place
In-store: UK and Germany
Online: click-and-collect
UK Concessions: House of Fraser, John Lewis, Brown’s, Ely’s, Fenwicks,Voisons (Jersey)
Promotion
Competitions, Store attractions: Cinema, café, sweet shop,
pets allowed, children’s area, book club.
Turning brand into lifestyle.
14
Fig. 25
Fig. 26
Fig. 27

Consumer Segmentation
White Stuff’s target consumer has changed over the years as the brand has become more lifestyle orientated.
30-50 year old age demographic with an average income of 40,000+ per annum.White Stuff’s sales are predominantly from womenswear, however, there is a
consumer for menswear; perhaps the partners/husbands of the women who shop at White Stuff.The average price of a garment is £47 meaning that it is
targeted towards the middle class, moving up the career-ladder.The women who buy into the brand are yummy mummy’s who are conscious of dressing
well but not very formally.The consumer is quirky, bohemian and well travelled hence the positive response to embroidery and pattern which add an exotic
feel to the products.The geo-demographic of the consumer is upmarket suburbia.
!
The target consumer does not directly follow fashion which is the motivation for buying from the brand which sells different clothing.The functional beneﬁt
from the products purchased are the quality, attention to detail, practicality and comfort which gives the consumer the value needed to justify spending
more on clothes.The details such as the unique prints allow the customer to feel different and part of the white stuff club.
15
Fig. 28 Fig. 29
Fig. 30
Fig. 31

Awareness
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From primary research the majority of respondents from the online questionnaire had heard of White Stuff (73%) however, 27%
had no awareness of the brand. [Figure 6]
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57% of respondents were aware of the brand as they had seen it on the high street, followed by 37% hearing of the brand through
word of mouth. [Figure 7]
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Alarmingly, only 4% had knowledge of White Stuff due to social media and 2% from magazine advertising.White Stuff describes
itself as ‘the best kept secret’ (3)(Bailey, 2009) on the high street however, primary research would suggest that this has a negative
effect on brand awareness.
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Usage
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From primary research 41% of respondents from the online questionnaire had been into a
White Stuff store; 54% of those respondents had also bought an item in White Stuff.
[Figure 8]
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Sales online have increased by 47.9% in 2014 to 24.1million, the same year as the company
launched their click-and-collect system. (4)(Quinn, 2014) Online sales have increased as online
services have become more advanced.
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Mintel carried out an online survey on male consumers.
Figure ‘33’ shows attitudes and usage of brands by respondents aged 16+.
Alarmingly,White Stuff is the least used listed brand. (5) (Sender, 2015)
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Both the primary and secondary research results suggest that usage of the brand is not strong;
especially in terms of menswear.
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Brand Health
17
Fig. 33

Perceptions
Figure 35 also shows the attitude of respondents towards White Stuff. It is perceived as around 37% for differentiation from other brands
which offer menswear; and, just above 10% in terms of being a trusted menswear retailer.This suggests that there is a lack of engagement
between White Stuff and the male consumer.
In Figure 34 from the same online survey;White Stuff is associated closest to the brand attribute ‘innovative’.
The brand is placed farthest away from ‘good value’ and ‘widely available’. (6) (Sender, 2015)
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From the street questionnaire which was carried out, as part of the primary research, the most selected words in associated with White
Stuff were ‘mature’,‘successful’ and ‘fashionable’. [Figure 12]
It is positive that the brand is thought of as ‘innovative’ and ‘fashionable’; suggesting that putting their own twists on trends is seen by the
consumer.
18
Fig. 34

PFashion is beginning to become more present in political conversation.The highly
influential bi-annual magazine i-D centred their Spring/Summer 15 issue on activism asking
many designers,‘can fashion still have a political ambition?’. (7) [i-D, (336), p.132. 2015] The
focus on politics in fashion comes with the increasing revolt against capitalism which
relates to the fashion industry which seems to have mostly negative effects on society and
the planet.
As a finale to the Chanel SS15 runway show, Karl Lagerfeld staged a feminist
protest including famous models such as Cara Delevigne and Gisele Bundchen.
Regardless of the protest creating dialogue for fashion reporters and followers
alike; many retaliated by suggesting that it was insubstantial as it caused no real
change for gender equality.
“There is a cynicism here – Lagerfeld is recognising that feminism has an energy at
the moment, but is just using that to flog expensive clothes.” (8)(Waltz, 2014)
!
Consumers expect active politics from fashion brands.
After a decade of political protests, consumers are more interested in buying into
a brand if they actively stand for a political cause.
EThe UK Economic Crisis was declared over in 2014 and as a result, Economists
predict that ‘Britain’s Recovery is secure and will continue at a good pace in 2015.
As the middle classes’ disposable income increases “They will respond to better
times by consuming more” (9)(Goodhart, 2015) The recently elected government has
committed to not increasing personal taxation which will support middle-class
affluence.
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'The men's clothing market has been growing at a faster rate than
womenswear' (10)(Sender, 2015)
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In 2014, the menswear market grew by 4.5% to £13.5 billion. Mintel forecasts that
growth will continue and between 2014 and 2019, that it will reach £16.5 billion.
(11)(Sender, 2015)
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This increase in the menswear market worth comes with the growing focus on
men’s fashion as ‘multi-channel and online only retailers expand their menswear
offering’. (12) (Mintel, 2015)
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The womenswear market also saw growth but, at a slower rate. It increased by 4%
in 2014 to £26 billion. (13)(Sender, 2015)
!
White Stuff state that a foundation to the brand is making a difference; through
sourcing there clothes from factories that have a good ethical stance and
supporting workers. Regardless of this statement, there is not a great deal of
evidence that can be found which can make consumers question how substantial
statements of this kind are.
The target consumer for White Stuff is of a middle class socio-economic demographic.
As personal taxation will not be raised by the newly elected government;White Stuff
can keep the products it sells at a higher price. It is predicted that with a more generous
disposable income, more will be spent on clothing.
!
As the menswear market is currently growing faster than womenswear,
it is increasingly important for brands to focus as much on their target male
consumer as their female consumer. White Stuff predominantly focus on their
female consumer therefore, could miss an opportunity to increase their market share.
UK PESTLE Effect on White Stuff
19
Fig. 35

Brand Sacrifice
72% of consumers said that ‘business is failing to take care of the planet and society as a whole’ (14)
(Accenture & Havas Media, 2014). Consumers want to be able to consume guilt-free meaning that it will
become more important for businesses to stop any unethical practices. Brands should sacrifice some
aspect of their production for society or the planet whether it is a part of their process, a part of their
identity or something they sell. It is vital that any sacrifice a brand makes is visible.
!
In a survey of UK consumers conducted by Mintel, they found evidence to support the trend.
The results were that over three-quarters (76%) pay attention to the ethical and environmental
credentials of products including,‘manufacturing and distribution processes, as well as the reputation of
companies or brands.’ (15)(Mintel, 2014) When asked in regards to specifically purchasing clothes, ’44%
consider the ethical treatment of workers when choosing where to purchase clothes and 33% said that
the environmental policies of a brand influences there shopping choices.’ (16)(Mintel, 2014)
S
White Stuff have a ‘Planet’ section on their website.
It is emphasised in the ‘Brand Sacrifice’ trend that sacrifices made must
be visible however, where the brand makes claims, there is little
evidence to support them.There is no video footage or new photos to
show evidence of the ‘improvements’ which they intend to make in the
factories which produce there clothes. In terms of the planet, the brand
run a ‘cycle to work’ (17)(White Stuff, n.d.) scheme for their employees.This
is positive but, not a strong environmental credential.
20Fig. 36
Fig. 37

’93% of all internet users have bought physical goods online’ (18)(Mercer, 2014) in September
2013-2014 using either home delivery, reserve and collect, or, click-and-collect services
from retailers.The main reasons for utilising click-and-collect are that it is ‘free/cheaper
than home delivery, there is no need to wait at home for a delivery, quicker, instant
returns in-store and a preference to shop in-store but want to ensure availability.’ (19)
(Mercer, 2014)
!
Consumers expect ‘convenience and control’ (20)(Mintel, 2014) through smart technology
utilised by brands to make shopping easier. This comes from consumer’s expectation to
have all devices connected and information in one place. ‘Data analysis will become a key
area of expansion for companies’ (21)(Mintel, 2014) as consumers are increasingly willing to
provide information about themselves if it will be used in a way to make buying products
easier and quicker for them.
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Click-and-collect services are predicted to become ‘far more sophisticated’ (24)(Mintel, 2014)
in 2015.
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Examples of this progression are, the collection lockers which Amazon have set up across
London Underground railway stations, and the new company Doddle opening pop-up
parcel collection stores across UK railway stations.This allows items to be collected on
the move; consumers do not have to go out of their way to pick-up in store. Mintel found
that ’58% of consumers are encouraged by click-and-collect to visit stores more
frequently.’ (25)(Mintel, 2014) They also recorded that ’64% are shopping online more due to
click-and-collect suggesting both channels gain from the service to some degree.’(26)(Mintel,
2014)
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‘Nearly a third (31%) of consumers prefer to be able to return their online order to an
actual store – and over one in ﬁve (23%) of UK consumers say that an option to deliver
to a store to try on before purchasing would encourage them to buy from one online
retailer over another.’ (27)(Mintel, 2014)
!
Online retailer ASOS has trialled changing room pods opening between 6–9pm. Products
were delivered straight to the pods and could be tried on and returned in the same
place.The pods were successful and are planned to be placed in convenient places such
as, train stations, University campuses and shopping centres.
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Over a third (35%) of UK consumers have used click-and-collect services in the past year.
(28)(Mintel, 2014)
T
‘In 2015, Mintel expects around 17% of all internet retail
sales to be collected by customers — up from 15% in 2014.’
(22)(Mintel, 2014)
‘Over a third (35%) of UK consumers have used click-and-
collect services in the past year and 64% say that they shop
online more now because more retailers offer click-and-
collect services.’
(23)(Mintel, 2014)
White Stuff have a successful click-and-collect system
however, the advancement of other systems could
potentially
risk the brand being seen as outdated.
Click-and-collect services are being extended to remove
any obstacles which come with online retailing, not having to
wait at home to receive purchases, and not being able to try
things on when making clothes purchases.These are obstacles
which White Stuff need to consider removing for their
customers who use the service.
It is clear that click-and-collect services attract consumers to
retailers but,White Stuff will need to be aware of the fast paced
technological advancement of these services to retain their
consumers attention.
21

UK Competitor Analysis
High Fashion
High Price
Low Fashion/Practical Clothing
Low Price
The conceptual map shows White Stuff’s position in
comparison to it’s direct and indirect competitors,
in terms of high fashion to low fashion/practical clothing and;
high price to low price.
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Direct competitors are:
Joules (womenswear, menswear, kids-wear, home-wear), Fat
Face(womenswear, menswear, kids-wear),The White
Company(womenswear, kids-wear, home-wear, furniture), and
Monsoon(womenswear, kids-wear, home-wear, specialised wear:
wedding)
!
As well as targeting a similar age range; they also offer unique
products which do not follow fashion trends. Each brand has a
similar or wider product range than White Stuff.White Stuff’s
competitive advantage is that it is more fashion forward.
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Indirect competitors are East and Boden.
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They target a similar age demographic.
22
Fig. 38
Fig. 39
Fig. 40
Fig. 41
Fig. 42
Fig. 43
Fig. 44

SWOT
Strengths
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- Positive brand image; good ethical stance.The White Stuff Foundation shows the brand play an
active role in social action. Customers can feel good after buying from the company as 1% of
all proﬁts are donated to the foundation.White Stuff are also promoted on the charity
websites which they support, displaying the authenticity of their charity work.The brand also
demonstrate being a part of taking care of the planet.
- Clear target market which helps keep the brand’s proposition consistent whilst constantly
developing.The target consumer motivated the in-store cake baking,White Stuff book club
and pilates which all strengthen consumer loyalty.
- An expanding brand.White Stuff successfully expanded into France and Germany.
- Multi-channel business; offer a click and collect service, in-store, concessions. May 2013-2014
White Stuff’s proﬁts doubled. Chief Executive Jeremy Siegal ‘pointed to the importance of
White Stuff’s click-and-collect service’ (29)(Quinn, 2014) ‘Online sales rose by 47.9%’ (Quinn, 2014)
(30)
- In-store experience
2009/2011 award for customer shopping experience.
Weaknesses
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- Not much marketing which affects brand awareness.
- Reluctance to discount.
- Closest competitors offer a wider product range.
- Limited coverage online.
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Opportunities
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- Increase social media presence.
- Advance click-and-collect service in order to keep up with the newest
technology.
- Develop a White Stuff app.
- Expand product range in order to compete more closely with competitors; kids-
wear and/or speciality range.
- Reconnect with male consumer.
Threats
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- Weak social media presence.
- Lack of advertisement has affected brand awareness.
- Strong attention towards the yummy mummy target consumer
and their lifestyle threatens male consumer loyalty.
!
23

UK Marketing and Promotion plan to
optimise participation in the UK
Menswear
• Improve their presence in the menswear market.
• Develop a target consumer identity which is as strong
and clear as the female target consumer.
Kids-wear
• The range would naturally ﬁt in as the brand has
developed an image as a lifestyle retailer; not just a
clothing retailer.
• Existing loyal yummy mummy customer is likely to buy
into the products.
• White Stuff’s closest UK competitors offer wider
product ranges than White Stuff.
Making certain product lines more affordable may allow
the younger consumer to buy into the brand inﬁltrating
the adolescent market
Lifestyle products such as;
• cookbooks
would develop on their existing accessories and home-
wear range to be a stronger competitor to the brands
listed as primary competitors which offer wider product
ranges.
Existing Products
ExistingMarkets
New Products
NewMarkets
24

Key Recommendations
Invest in advancing the click-and-collect service
!
White Stuff’s click-and-collect service has been successful, however, it is increasingly important to keep up with technological advancements in
order to not be seen as outdated.
!
’33% of women return clothes purchased online’ (31)(Mintel, 2015)
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’18% of men aged 16+ have returned clothes purchased online’ (32)(Mintel, 2015)
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When ordering using click-and-collect, consumers are not able to try things on.A solution to this is to launch changing room pods, which have
already been proven successful by other companies. Changing room pods allow consumers to try on products and can additionally enable them
to return them straight away if they do not fit.
The pods could be placed in locations away from the store which are more convenient to access for the consumer. With 90 stores in the UK,
this could make White Stuff physically accessible to a wider market who do not have a shop in their area.
!
!
!Create an App
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Mobile applications have allowed marketing to be taken to the next level. It would be a direct marketing channel and allow customers to access
all information quickly and easily; an affective way to increase brand awareness. From primary research, the majority of respondents stated that
they do utilise smartphone applications and shop online. [Figure 14/15]
!
White Stuff enabling the click-and-collect service service to be available as part of an app would place them far ahead of their competitors in
terms of convenience and technological advancement.
!
12% of men aged 16+ would like ‘personalised special offers sent to my smartphone whilst walking around a store’ (33)(Mintel, 2015) compared with a
female average of 14% (34)(Mintel, 2015)
Push notifications from applications also engage consumers as they create direct communication between a brand and their consumer.
Furthermore,White Stuff would have a direct channel to market promotions, events and updates; which are likely to be ignored in a consumer’s
e-mail inbox which is filled with other company promotions.
!
A barcode reader available to download in a White Stuff application which is synced to online shopping would allow consumers to order
products online from their smart phone devices instantly if they are not available in-store. As technology becomes smarter, it is vital that retailers
keep up.
25

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Celebrity Endorsement
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There is a limited focus on White Stuff’s male market as they focus predominantly on the female consumer. The brand will need to focus on
engaging and reconnecting with their male consumer; especially as the menswear market has seen more growth than the womenswear market in
the past year.
!
‘The majority of men are spending the same amount on clothes whereas a third of women have decreased their spend on clothing’ (35)
(Mintel, 2015)
!
'It is essential for retailers to focus on cleverly promoting their menswear ranges’ (36)(Mintel, 2015)
!
A method of doing this could be to endorse a celebrity to be the face of White Stuff’s menswear.
A potential celebrity could be Olly Murs; with his clean cut image and quirky style, he could reﬂect the brand’s image well. Olly is 31 years old
which makes him age appropriate with White Stuff’s 30-50 year old target consumer age demographic.A recognisable face representing the
brand could give the brand necessary exposure, as well as capture the attention of the male consumer.
Fig. 45 Fig. 46 Fig. 47
26

FIGHT FORYOUR RIGHTS
In America, there has been growing media coverage of ‘bad corporate practices’.(37) (Mintel, 2014) As a result
of this,‘younger, more progressive generations are attuned to ‘political’ purchasing’.This means buying from
companies that reflect their political views and boycotting companies who do not. (38) (Mintel, 2014) 
Mintel found that 18% of 19–26 year-old consumers in the US go out of their way to buy from companies
or brands that support LGBT issues.(40)(Mintel, 2014)
The growing number of boycotts may benefit local and independent businesses who are not big corporate
brands. It will only benefit producers if they take the opportunity to push a positive corporate social
responsibility that meets consumer expectations.
28
There is a growing number of consumer movements which demand transparency from brands; allowing them
to see whether or not a company is active in their social and environmental responsibility. Consumers expect
to be able to access this information easily. If this information is not accessible or substantial then, consumers
are readily holding companies to accountability. Cynicism towards companies and their promises is increasing
in the consumer domain meaning that brands need to be aware that more attention is being paid to them
then perhaps ever before. Companies are under pressure to demonstrate that they are proactive.
41% of US consumers claim they are influenced by the environmental impact of the products they buy, 
and 64% of US consumers claim they expect companies to be more environmentally friendly. (41) (Mintel, 2014)
‘What’s changing is that consumers are no
longer just enlivened by the ability to protest,
they are also coming to expect that even social
media campaigns will force their desired
outcome.’ (39) (Mintel, 2014)
My Wallet, My Way
As Wi-Fi is beginning to be expected everywhere, all the time and transport services such as trains and planes are advancing to
accommodate them; for retailers, this means that consumers want to purchase whilst on the move which similarly to the UK Technology
trends, is being made possible by online shopping services such as click-and-collect and on-demand delivery.
’35% of US adults are doing more of their shopping on the internet than before.’ (42)(Mintel, 2014)
Mintel states that the foundation to this trend is the ‘on-demand’(42)(Mintel, 2014) and ‘instant gratification’(43)(Mintel, 2014) culture that we now
live in which will result in more delivery applications and advancement of already in place online shopping services.
Fig. 49
MacroTrends

US Positioning
Competitor Analysis
High PriceLow Price
High Fashion
Low Fashion/Practical Clothing
This competitor map shows White Stuff’s
position in comparison to it’s US competitors.
Land’s End, Eddie Bauer and L.L.Bean are
primary competitors; all lifestyle retailers
rather than clothing retailers.
!
It also includes secondary competitors, Gap, J.
Crew, Gant and Tommy Hilﬁger which are
fashion labels but also offer a wider product
range than the majority of clothing retailers.
!
!
All 3 primary competitors are companies
which have heritage as US sportswear retailers
but who expanded into womenswear,
menswear, kidswear and specialist wear. White
Stuff has a similar heritage as a skiwear retailer
but does not offer as wide a range of
products.
29
Fig. 50
Fig. 51
Fig. 52
Fig. 53
Fig. 54 Fig. 55
Fig. 56
Fig. 57

30
Fig. 58
Fig. 59
Fig. 60
Fig. 61
Fig. 62 Fig. 63 Fig. 64

The mood board shows locations on the West Coast, US and styles worn by Californians; bohemian, natural and creative which links to the
White Stuff feel. In the bottom right hand corner is a White Stuff advert, which does not look out of place. [Figure 64]
!
California in particular is known for sunny weather, golden beaches and a laid-back lifestyle.The exotic look that White Stuff creates by the
unique patterns, embroidery and informal style of the brand’s clothing could ﬁt the lifestyle well.When exploring Californian fashion blogs
such as ‘hapatime’ [Figure 62], many of the clothing seen is inherently bohemian and ﬁlled with patterns and embroidery. The White Stuff
target consumer is of a well travelled, bohemian and creative nature.
!
In an article entitled ‘Cities Where the Middle Class is Rising’ from May 2015, Beaumont California which is situated on the West Coast of
the US is listed as number 6 with the middle class having a 53% share of aggregate income in the city with the average household earning a
$67,457 income. (44)(Jasthi, 2015) This matches closely with the socio-economic status of White Stuff’s target consumer.
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The city of Beaumont in particular is chosen as it is evident from the website representing the city that it is a community planned city.There
are also links to charity and recycling programmes.
31
Fig. 65
Fig. 66 Fig. 67
Place

Product
!
!
As White Stuff do not market clearly to a male consumer in the UK; it would be more effective to focus on market entry for the womenswear,
homes-wear and accessories in the US.The brand already has a strong foundation to market to the female consumer as the brand incorporates
aspects of a yummy mummy’s lifestyle into it’s brand appeal such as, cake baking competitions and Pilates.
!
On September 30th 2014, California passed a plastic bag ban.This ban implements a law banning the distribution of single-use plastic bags; only
recyclable, reusable and compostable bags will be allowed at a price of 10p. (46)(Quandt, 2014)
!
This shows the environmental awareness which is a priority in places such as California which was the first state to pass this ban.
!
To demonstrate the brand’s adaptability to new
markets and an appreciation of a different culture,
which has a particular passion for the planet,White
Stuff could launch a product which is specialised for
the Californian consumer such as, a reusable tote
bag.
!
The ban will go into effect in July 2015 meaning that
products such as stylish tote bags/shopper bags may
become more popular.
!
In 2011,White Stuff launched a successful tote bag
range,‘Live to Give’; and 100% of the profits made
went to the charities which they support. (47)
(Greenwood, 2011) In 2013, the brand invested in a similar
project; the only difference being that the ‘Made for
Change’ bags were made from 100% recycled
material. (48)(White Stuff, 2015)
!
This is another reason for placing White Stuff in a
Californian city, a brand with a priority to make a
difference could be welcomed with open arms if
proactive efforts are shown by the brand to
contribute to benefiting the planet.
Price
!
In a predominantly middle-class area such as
Beaumont, prices should be able to be retained.
However, as globalisation makes it easier for
companies to sell products at prices which are
very low;White Stuff will need to push the values
of being of a superior quality and being unique in
the new market.
32
Fig. 68

Process
!
In order to minimise the risk of entering the US market,White Stuff could also sell there products to third parties to be
distributed in concessions.As a result of this, they will not be limiting their initial audience to Beaumont, California but
can see if their products gain interest on the West Coast as a whole.There is a Californian department store called,‘Pac
Sun’ which acts as a distributor to other companies such as Rip Curl which offer informal, casual clothing.
PacSun offers the ‘latest California Lifestyle trends’.(49)(PacSun, n.d.)
!
!
!
!
!
!
!
!
!
!
33
There is a PacSun outlet located under 5 miles away
from Beaumont in Parkdale Mall.
Promotion
!
• Community events and activities sponsored by the White Stuff brand.
• Push the ‘White Stuff family’ brand image as a lifestyle retailer for the community: launching a book club, a pilates
class where White Stuff concessions are located to introduce the target consumer to the brand.
• Create awareness online that the brand are entering the US market; invest in advertising on Californian distributors
Facebook/Twitter/Instagram page to generate interest.
!
Fig. 69 Fig. 70 Fig. 71
Fig. 72
Fig. 73
Fig. 74

US SWOT
Strengths
!
• The brand already have charitable credentials with The White Stuff
Foundation; as US consumers are becoming more inclined to pay
attention to brands who have a positive effect on society as highlighted in
the ‘Fight forYour Rights’ US Macro Trend, this will give the brand an
advantage over many of their primary competitors.
• There is a clear target market for White Stuff in California.
Weaknesses
!
!
• White Stuff recently began expansion into Europe. Expanding into the US
Market at this time could take attention away from the European
expansion, ultimately threatening it’s success.
• The brand’s identity is not strong in the UK due to a lack of advertising,
making establishing itself elsewhere more difﬁcult.
Opportunities
!
• Push the ‘White Stuff family’ brand image as a lifestyle retailer for the
community: launching a book club, a pilates class where White Stuff is
located in the US.
• Push the ‘White Stuff’ ethical and social responsibility image: allow the
employees to choose a Californian charity to donate to while the pop-up
store is in place and from sales on the online distributor ‘Pac Sun’.
• US Celebrity Endorsement
Threats
!
• White Stuff has built in aspects to the company to create a lifestyle brand
rather than it being just a clothing retailer however, they are inherently
British such as offering squash and biscuits in-store.
• The US Market will not be able to connect to the new British brand.
• The US Apparel Market is bigger than the UK Market. Primary research
has shown that brand awareness is low here; it will be even harder to
distinguish the brand in a much more diluted market.
34

US Key Recommendations
Social Media Campaign
Sponsor local charities/
set up events
The ‘Fight forYour Rights’ trend stated that consumers are looking for brands which demonstrate proactive efforts
in maintaining a positive corporate social responsibility. In the UK, each White Stuff store supports a local charity. In the concessions
which are opened in the US, a local charity should also be supported. In turn, charities will inﬂuence consumers to purchase from the store.
This creates positive brand awareness.
White Stuff will ﬁnd it hard to attract consumers without any initial brand awareness in the US. In order for a consumer to trust the brand and gain
interest, there needs to be advertising prior to the launch to heighten interest and create anticipation.Advertising on PacSun’s social media pages will
reach a wide target audience; PacSun have 2.5 million followers on Facebook, 1.4 million on Instagram and 453 thousand on Twitter.
Each page is utilised to promote the brands which they sell.

US consumers are doing more of their shopping on the internet. In the UK, the brand have adapted to this trend by offering a click-and-collect service
which also offers free returns. Launching this service in the US and promoting it through social media is likely to attract consumer attention.
Fig. 75
Fig. 76
Fig. 77
35

!
1. ’commitment to ethical sourcing’
White Stuff, (n.d.).White Stuff | More About Us | Caring White Stuff. [online] Available at: http://www.whitestuff.com/caring-white-stuff/ [Accessed 31 May 2015].
!
2. ’We believe in being different, making a difference and making the world a little happier.’
White Stuff, (2013).White Stuff | Happy-ness in Every Stitch. [online] Available at: http://www.whitestuff.com/about-us-about_us_summer13/ [Accessed 31 May 2015].
!
3. ’the best kept secret’
Wood, Z. (2009).The guide who led White Stuff to become a cool, middle-class retailer. [online] the Guardian.Available at:
http://www.theguardian.com/business/2009/mar/29/white-stuff-sally-bailey [Accessed 31 May 2015].
!
4.The Telegraph, (2014). How White Stuff doubled its profits in a year. [online] Available at:
http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11038900/How-White-Stuff-doubled-its-profits-in-a-year.html [Accessed 1 May 2015].
!
5. Sender,T. (2015). Executive Summary Menswear - UK. Fashion Retail Reports. Mintel. pp. 2
!
6. Sender,T. (2015). Executive Summary Menswear - UK. Fashion Retail Reports. Mintel. pp. 2
!
7. Can fashion still have a political ambition?. (2015). i-D, (336), p.132.
!
8.“There is a cynicism here – Lagerfeld is recognising that feminism has an energy at the moment, but is just using that to flog expensive clothes.”
Topping,A. (2014). Chanel’s Karl Lagerfeld cheered and jeered for ‘feminist’ fashion statement. [online] the Guardian.Available at:
http://www.theguardian.com/fashion/2014/sep/30/chanel-karl-lagerfeld-cheered-jeered-feminist-staement-fashion-catwalk [Accessed 25 May 2015].
!
9.“They will respond to better times by consuming more”
Giles, C. and Cadman, E. (2015).Annual FT economists’ survey: UK growth forecast to continue - FT.com. [online] Financial Times.Available at: http://www.ft.com/cms/s/
0/7964c0f8-9123-11e4-914a-00144feabdc0.html#axzz3agZxYkgZ [Accessed 20 May 2015].
!
10. ’The men's clothing market has been growing at a faster rate than womenswear'
Sender,T. (2015). Executive Summary Menswear - UK. Fashion Retail Reports. Mintel Group Ltd., pp. 1.
!
11.Sender,T. (2015). Executive Summary Menswear - UK. Fashion Retail Reports. Mintel. pp. 1
!
12.‘multi-channel and online only retailers expand their menswear offering’
Sender,T. (2015). Executive Summary Menswear - UK. Fashion Retail Reports. Mintel. pp. 1
!
13. Sender,T. (2015).Womenswear - UK - May 2015. Mintel. pp. 1
!
14.’business is failing to take care of the planet and society as a whole’
trendwatching.com, (2014). BRAND SACRIFICE | Trend Briefing from trendwatching.com. [online] Available at: http://trendwatching.com/trends/brand-sacrifice/
[Accessed 27 October 2014].
!
!
!
38
References

15. ’manufacturing and distribution processes, as well as the reputation of companies or brands.’
Mintel, (2014). Consumer Trends 2015 UK. Consumer Trends 2015. Mintel Group Ltd., pp.28-29.
16. ’44% consider the ethical treatment of workers when choosing where to purchase clothes and 33% said that the environmental policies of a brand inﬂuences
there shopping choices.’
!
17.‘cycle to work’
White Stuff, (n.d.).White Stuff | More About Us | Caring White Stuff. [online] Available at: http://www.whitestuff.com/caring-white-stuff/ [Accessed 31 May 2015].
!
18. ’93% of all internet users have bought physical goods online’
Mercer, J. (2014). Click-and-Collect - UK - September 2014. [online] Reports.mintel.com.Available at: http://reports.mintel.com/display/714043/ [Accessed 05 May 2015].
!
19. free/cheaper than home delivery, there is no need to wait at home for a delivery, quicker, instant returns in-store and a preference to shop in-store but want to ensure availability
!
20. ’convenience and control’
!
21. ’Data analysis will become a key area of expansion for companies’
!
22. ’In 2015, Mintel expects around 17% of all internet retail sales to be collected by customers — up from 15% in 2014.’
23. ’Over a third (35%) of UK consumers have used click-and-collect services in the past year and 64% say that they shop online more now because more retailers offer
click-and-collect services.’
24. ’far more sophisticated’
!
25. 58% of consumers are encouraged by click-and-collect to visit stores more frequently.
26. ’64% are shopping online more due to click-and-collect suggesting both channels gain from the service to some degree.’
27. Nearly a third (31%) of consumers prefer to be able to return their online order to an actual store – and over one in ﬁve (23%) of UK consumers
say that an option to deliver to a store to try on before purchasing would encourage them to buy from one online retailer over another.
39

28. ’Over a third (35%) of UK consumers have used click-and-collect services in the past year’
!
29.‘pointed to the importance of White Stuff’s click-and-collect service’
James Quinn, (2014). How White Stuff doubled its proﬁts in a year. [online] Available at:
!
30.‘Online sales rose by 47.9%’
James Quinn, (2014). How White Stuff doubled its proﬁts in a year. [online] Available at:
!
31. ’33% of women return clothes purchased online’
Sender,T. (2015).Womenswear - UK - May 2015. Infographic. Mintel.
!
32. ’18% of men aged 16+ have returned clothes purchased online’
!
33.‘personalised special offers sent to my smartphone whilst walking around a store’
!
34. Sender,T. (2015).Womenswear - UK - May 2015. Infographic. Mintel.
!
35.‘The majority of men are spending the same amount on clothes whereas a third of women have decreased their spend on clothing’
!
36. 'It is essential for retailers to focus on cleverly promoting their menswear ranges’
40

37.‘bad corporate practices’
Mintel, (2014). Consumer Trends 2015 US. Consumer Trends 2015. Mintel Group Ltd., pp.18-19.
!
38. ‘younger, more progressive generations are attuned to ‘political’ purchasing’
!
39.‘’What’s changing is that consumers are no longer just enlivened by the ability to protest, they are also coming to expect that even social media campaigns
will force their desired outcome.’
!
40. Mintel, (2014). Consumer Trends 2015 US. Consumer Trends 2015. Mintel Group Ltd., pp.24-25.
!
41. 41% of US consumers claim they are inﬂuenced by the environmental impact of the products they buy, 
and 64% of US consumers claim they expect companies to be more environmentally friendly.
!
42. ’35% of US adults are doing more of their shopping on the internet than before.’
!
43.‘on demand’
!
44.‘instant gratiﬁcation’
!
45. Jasthi, S. (2015). Cities Where the Middle Class is Rising - NerdWallet. [online] NerdWallet Credit Card Blog.Available at:
http://www.nerdwallet.com/blog/cities/economics/cities-where-middle-class-rising-2015/ [Accessed 25 May 2015].
!
46. Quandt, K. (2014). California just banned free plastic bags. Here's what you need to know.. [online] Mother Jones.Available at:
http://www.motherjones.com/environment/2014/09/california-bans-plastic-bags [Accessed 27 May 2015].
!
47. Figure 68. Greenwood, R. (2011).White Stuff Charity Tote bag. [image] Available at: http://littletree-blog.blogspot.co.uk/2011/12/littletree-loveswhite-stuff-not-snow.html
[Accessed 27 May 2015].
!
48.White Stuff, (2015). Made for Change. [image] Available at: http://www.whitestuff.com/made-for-change/ [Accessed 27 May 2015].
!
49.‘latest California Lifestyle trends’ (Pacsun, n.d.)
!
PacSun, (n.d.).About PacSun.Available at: http://www.pacsun.com/company/about.html [Accessed 31 May 2015].
41

Illustrations
Figure 1. Quick Surveys (2015) Logo.Available at: https://www.quicksurveys.com/TolunaAnalytics/Report/1230442 [screenshot]
!
Figure 2. Quick Surveys (2015) Age? White Stuff Online Survey. [chart] Available at: https://www.quicksurveys.com/TolunaAnalytics/Report/1230442
!
Figure 3. Quick Surveys (2015) Are you? White Stuff Online Survey.[chart] Available at: https://www.quicksurveys.com/TolunaAnalytics/Report/1230442
!
Figure 4. Quick Surveys (2015) What do you think of when purchasing clothes? White Stuff Online Survey. [chart] Available at:
https://www.quicksurveys.com/TolunaAnalytics/Report/1230442
!
Figure 5. Quick Surveys (2015) What resources do you use to keep up with the latest fashion trends? White Stuff Online Survey. [chart]Available at:
!
Figure 6. Quick Surveys (2015) Have you heard of the brand White Stuff? White Stuff Online Survey.[chart] Available at:
!
Figure 7. Main, G (2015) Please specify how you heard of the brand.White Stuff Online Survey. [chart]
!
Figure 8. Quick Surveys (2015) Have you ever been into a White Stuff store? White Stuff Online Survey. [chart] Available at:
!
Figure 9. Main, G (2015) What attracted you to go in-store? White Stuff Online Survey.[chart]
!
Figure 10. Quick Surveys (2015) Have you ever bought a product from White Stuff? White Stuff Online Survey. [chart] Available at:
!
Figure 11. Quick Surveys (2015) Which age range do you believe White Stuff targets? White Stuff Street Questionnaire. [chart] Available at:
!
42

Figure 12. Quick Surveys (2015) Which of the following words would you associate with the brand? White Stuff Questionnaire. [chart] Available at:
!
Figure 13. Quick Surveys (2015) Which marketing methods do you believe are most effective for promoting a brand? White Stuff Street Questionnaire. [chart] Available at:
!
Figure 14. Quick Surveys (2015) Do you utilise smartphone applications? White Stuff Street Questionnaire. [chart] Available at: https://www.quicksurveys.com/TolunaAnalytics/Report/1247416
!
Figure 15. Quick Surveys (2015) Do you shop online? White Stuff Street Questionnaire. [chart] Available at: https://www.quicksurveys.com/TolunaAnalytics/Report/1247416
!
History
!
Figure 16. euroskiclub, (n.d.). Meribel ski hotels. [image] Available at: http://www.euroskiclub.com/greek/places/index/Meribel/598 [Accessed 16 May 2015].
!
Figure 17.The Northcote Business Network, (2015).White Stuff Northcote Road. [image] Available at: http://www.welovenorthcoteroad.com/category.asp?catid=1 [Accessed 16 May 2015].
!
Figure 18.White Stuff, (2012). Sky Divers jumped out of a plane to help raise funds for The White Stuff Foundation. [image] Available at:
http://www.whitestuff.com/blog/the-white-stuff-2012-new-years-letter/ [Accessed 28 May 2015].
!
Figure 19.The London Centre for Children with Cerebral Palsy, (2012).The White Stuff Foundation. [image] Available at:
http://www.cplondon.org.uk/support-us/corporate/the-white-stuff-foundation/ [Accessed 16 May 2015].
!
Figure 20.White Stuff, (n.d.). Children who received scholarships from the White Stuff Foundation. [image] Available at:
http://www.whitestuff.com/made-for-change/ [Accessed 28 May 2015].
!
43

!
!
!
Figure 21.White Stuff UK, (2015). Get Creative With Colour This Summer!. [image] Available at: https://uk.pinterest.com/pin/193091902750236436/ [Accessed 28 May 2015].
!
Figure 22.White Stuff, (2015).White Stuff Spring Collection. [image] Available at: https://www.facebook.com/WhiteStuffUK/photos/a.
295261070550779.67248.181138618629692/832338473509700/?type=3&theater [Accessed 25 May 2015].
!
Brand Essence
!
Figure 23.White Stuff UK, (2015).What MakesYou Happy is the Most Important. [image] Available at: https://uk.pinterest.com/pin/193091902750308478/ [Accessed 28 May 2015].
!
Figure 24. Main, G. (2015).White Stuff store interior decor. [image]
!
Brand Positioning
!
Figure 25.White Stuff, (2015). Round about Ellie shirt. [image] Available at: http://www.whitestuff.com/womens/shirts-blouses/white-round-about-ellie-shirt/ [Accessed 31 May 2015].
!
Figure 26. Garenne Shop Fitting, (n.d.).White Stuff, Kingston. [image] Available at: http://www.garenneshopﬁtting.co.uk/our-work/white-stuff/ [Accessed 31 May 2015].
!
Figure 27. Main, G. (2015). Meet and Make Cafe Poster. [image]
!
Consumer Segmentation Mood Board
!
Figure 28.White Stuff, (2015). Colour Block Swim Short. [image] Available at: http://www.whitestuff.com/mens/shorts/blazer-navy-colour-block-swim-short/ [Accessed 31 May 2015].
!
Figure 29.Adams, J. (2015). Iwona and Henry Lau. [image] Available at: http://thegracetales.com/the-tale-of-iwona-henry-and-hunter-lau/ [Accessed 27 May 2015].
!
Figure 30.Adams, J. (2015). Iwona, Henry and Hunter Lau. [image] Available at: http://thegracetales.com/the-tale-of-iwona-henry-and-hunter-lau/ [Accessed 27 May 2015].
!
Figure 31. Zoopla, (2011). 5 bed detached house. [image] Available at: http://www.zoopla.co.uk/property-history/8-hitherwood-close/reigate/rh2-0jj/15464136 [Accessed 27 May 2015].
44

!
UK Flag
!
Figure 32.Wikimedia Commons, (2007). Union Flag. [image] Available at: http://en.wikipedia.org/wiki/List_of_British_ﬂags#/media/File:Flag_-_Union_Flag.jpg [Accessed 27 May
2015].
!
Brand Health
Figure 33. Mintel (2014) Attitudes towards and usage of selected brands, January 2015 and November 2014. In: Executive Summary Menswear - UK. Fashion Retail Reports.
Chart.
!
Figure 34. Mintel (2014) Attitudes, by brand, January 2015 and November 2014. In: Executive Summary Menswear - UK. Fashion Retail Reports. Chart.
!
PEST Analysis
!
Figure 35. Fuentes, G. (2014).The models’ ‘feminist demonstration’ at the Chanel show of Karl Lagerfeld. [image] Available at:
http://www.theguardian.com/fashion/2014/sep/30/chanel-karl-lagerfeld-cheered-jeered-feminist-staement-fashion-catwalk [Accessed 25 May 2015].
!
Figure 36.White Stuff, (n.d.). Planet. [screenshot] Available at: http://www.whitestuff.com/caring-white-stuff/ [Accessed 31 May 2015].
!
Figure 37. Berry, M. (2014). Earth. [image] Available at: http://www.sciencenutshell.com/living-planet-report-shows-shocking-wildlife-declines/ [Accessed 31 May 2015].
!
!
UK Competitor Map
!
Figure 38. tinsounds, (2013). Fat Face Logo. [image] Available at: http://tinsounds.co.uk/april-fat-face-high-summer-viral/ [Accessed 18 May 2015].
!
Figure 39. Joules, (2015). Joules Logo. [image] Available at: http://www.joules.com/medias/logo-hs.gif?
context=bWFzdGVyfGltYWdlc3wyNzkxfGltYWdlL2dpZnxpbWFnZXMvaDc2L2g5OS85MDA5NDk1MDQ4MjIyLmdpZnwwY2VjN2MxYzg1Y2I4M2U5M2ZhMTRlMmM4YTJm
MmJmZmE1NjIwYTZmNTIxMTdlMWFkMGI5OTQ5YjcyMzNiYTRj [Accessed 18 May 2015].
!
Figure 40. IRDX, (2015).The White Company Logo. [image] Available at: http://internetretailing.net/organisations/rwhc/ [Accessed 18 May 2015].
!
45

Figure 42. OurSocialTimes, (2013). Boden Logo. [image] Available at: http://oursocialtimes.com/event/social-media-retail/ [Accessed 18 May 2015].
!
Figure 43. Bendrigg Trust, (2015).White Stuff Logo. [image] Available at: http://www.bendrigg.org.uk/Corporate-Sponsorship [Accessed 11 May 2015].
!
Figure 44. EAST, (2015). EAST Logo. [image] Available at: http://www.east.co.uk [Accessed 18 May 2015].
!
!
Celebrity Endorsement
Figure 45. Murs, O. (2014). Olly Murs. [image] Available at: http://www.ollymurs.com/?attachment_id=46388 [Accessed 31 May 2015].
!
Figure 46.White Stuff, (2015). Rockface Cargo Short. [image] Available at: http://www.whitestuff.com/mens/shorts/blue-rockface-cargo-short/ [Accessed 31 May 2015].
!
Figure 47. Murs, O. (2015). Olly Murs. [image] Available at: http://www.ollymurs.com/2015/05/12/olly-murs-on-britains-got-talent/ [Accessed 31 May 2015].
!
!
US Map
Figure 48.Arnold, R. (2014).Very hi res. [image] Available at: https://s-media-cache-ak0.pinimg.com/originals/4c/b3/47/4cb347149fb092bf0e1b4db0a26c0705.jpg [Accessed 19 May 2015].
!
US Macro Trends
Figure 49. Big Issue, (2014).Which belief system will you ﬁght this year?. [image] Available at: http://www.bigissue.com/features/3422/which-belief-system-will-you-followﬁght-this-year [Accessed 26
May 2015].
!
US Competitor Map
Figure 50. Logonoid, (2015). Lands' End Logo. [image] Available at: http://logonoid.com/lands-end-logo/ [Accessed 17 May 2015].
Figure 51. Logonoid, (2015). J.Crew Logo. [image] Available at: http://logonoid.com/j-crew-logo/ [Accessed 17 May 2015].
Figure 52. Logonoid, (2015). Gap Logo. [image] Available at: http://logonoid.com/gap-logo/ [Accessed 17 May 2015].
Figure 53. Bendrigg Trust, (2015).White Stuff Logo. [image] Available at: http://www.bendrigg.org.uk/Corporate-Sponsorship [Accessed 11 May 2015].
Figure 54. Logonoid, (2015). Eddie Bauer Logo. [image] Available at: http://logonoid.com/eddie-bauer-logo/ [Accessed 17 May 2015].
46

Figure 55. Logonoid, (2015). L.L.Bean Logo. [image] Available at: http://logonoid.com/ll-bean-logo/ [Accessed 17 May 2015].
Figure 56. Logonoid, (2015).Tommy Hilfiger Logo. [image] Available at: http://logonoid.com/tommy-hilfiger-logo/ [Accessed 17 May 2015].
Figure 57. Logonoid, (2015). GANT Logo. [image] Available at: http://logonoid.com/gant-logo/ [Accessed 17 May 2015].
US Mood Board
Figure 58. National Geographic, (2015). Road Trip: California's Pacific Coast Highway. [image] Available at: https://uk.pinterest.com/pin/547609635917917212/ [Accessed 27 May 2015].
Figure 59.Arciaga, E. (2015). Laura and Jake’s Boho Wedding [image] Available at: http://bellamumma.com/2015/02/real-brides-laura-jakes-boho-wedding.html [Accessed 27 May 2015].
Figure 60. Recek, M. (2008). Beaumont, CA: Mount San Jacinto. [image] Available at: http://www.city-data.com/picfilesc/picc46548.php [Accessed 27 May 2015].
Figure 62.Viva LaVida. (2015). [image] Available at: http://www.hapatime.com [Accessed 27 May 2015].
Figure 64.White Stuff, (2015). Circle Ikat Dress. [image] Available at: http://www.whitestuff.com/womens/dresses/dark-oyster-blue-circle-ikat-dress/ [Accessed 27 May 2015].
US Place
Figure 65. City of Beaumont, CA, (n.d.). 'A Canopy of Green'. [image] Available at: http://www.ci.beaumont.ca.us/index.aspx?NID=656 [Accessed 2 Jun. 2015].
!
Figure 66. Jasthi, S. (2015). Cities Where the Middle Class is Rising - NerdWallet. [screenshot] NerdWallet Credit Card Blog.Available at:
!
Figure 67. Ci.beaumont.ca.us, (n.d.). Beaumont, CA - Official Website - Beaumont Charitable Foundation. [online] Available at:
http://www.ci.beaumont.ca.us/index.aspx?nid=516 [Accessed 3 Jun. 2015].
!
47

!
!
Product
Figure 68. Greenwood, R. (2011).White Stuff Charity Tote bag. [image] Available at: http://littletree-blog.blogspot.co.uk/2011/12/littletree-loveswhite-stuff-not-snow.html
Process/Promotion
Figure 69. PacSun, (2015). Summer '15. [image] Available at: https://www.facebook.com/pacsun/photos/a.10150566027371751.372570.7133041750/10152728191121751/?
type=1&theater
!
Figure 70. PacSun, (2013). '13 Golden State of Mind. [image] Available at: https://www.facebook.com/pacsun/photos/a.10150566027371751.372570.7133041750/10151676613791751/?
type=1&theater [Accessed 31 May 2015].
!
Figure 71. PacSun, (2015).Take Me To Tulum. [image] Available at: http://www.pacsun.com/womens/ [Accessed 31 May 2015].
!
Figure 72. PacSun, (n.d.). PacSun Store Locator. [screenshot] Available at: http://stores.pacsun.com/search.php [Accessed 31 May 2015].
!
Figure 73. PacSun, (n.d.).About PacSun. [screenshot] Available at: http://www.pacsun.com/company/about.html [Accessed 31 May 2015].
!
Figure 74.White Stuff UK, (2012). Events in our Edinburgh Shop. [screenshot] Available at: https://twitter.com/whitestuffuk/status/265849568145600512 [Accessed 31 May 2015].
!
!
US Key Recommendations
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!
Figure 75. PacSun, (n.d.). PacSun Facebook Page. [image] Available at: https://www.facebook.com/pacsun?fref=ts [Accessed 31 May 2015].
!
Figure 76. PacSun, (2015). On Monday's we wear Melville.. [image] Available at: https://twitter.com/PacSun [Accessed 2 Jun. 2015].
!
Figure 77.The London Centre for Children with Cerebral Palsy, (2012).The White Stuff Foundation. [image] Available at:
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