Untitled-1

M a r k e t i n g a n d B r a n d i n g R e p o r t

ID: 15104548
Po-Chuan, Tseng(Nelson)

About Sport b.01
Product03
Price05
Place07
Promotion09
Other Ps11
Packaging13
Visual Merchandising15
Ethics17
Brand Toucning Points19
Marketing Position
33
Consumer Profiles21
Competitors
29
SWOT analysis25
Evaluation43

02
A g n e s b . i s a F r e n c h f a s h i o n b r a n d , w h i c h w a s
f o u n d e d b y A g n e s Tr o u b l é i n 1 9 7 3 . T h e b r a n d A g n e s b .
w a s n a m e d b y c o m b i n i n g A g n e s h e r f i r s t n a m e a n d h e r
f i r s t h u s b a n d ’s s u r n a m e “ b ” , B o u r g o i s . I n 1 9 7 5 , A g n e s
b . l a u n c h e d t h e f i r s t b o u t i q u e i n P a r i s . A t t h e
b e g i n n i n g , A g n e s b . w a s j u s t a s m a l l s t o r e i n a c o r n e r
o f P a r i s , t h a t o f f e r s w o r k i n g c l a s s m e n s w e a r w i t h
s i m p l e d e s i g n . I n 1 9 7 9 , a f t e r i t d e s i g n e d i t s s i g n a t u r e
c a r d i g a n , t h e b r a n d b e g a n t o g a i n p o p u l a r i t y r a p i d l y. I n
1 9 8 7 , A g n e s b . s t a r t e d t o e x p a n d w o r l d w i d e . N o w, A g n e s
b . h a s g r o w n i n t o a f a s h i o n k i n g d o m t h a t o f f e r
s e l e g a n t F r e n c h s t r e e t s t y l e a p p e a l s a n d h a s r e t a i l
s t o r e s o v e r P a r i s , L o n d o n , A m s t e r d a m , Ta i p e i , To k y o ,
a n d H o n g K o n g .
S p o r t b . i s t h e s p o r t l i n e o f A g n e s b , w h i c h w a s c r e a t e d
i n 1 9 9 9 . I n h e r i t e d t h e s i m p l e e l e g a n t l o o k f r o m A g n e s b ,
S p o r t b . o f f e r s y o u t h f u l , e n e r g e t i c , s t y l i s h a n d
m u s i c - i n s p i r e d c o l l e c t i o n s . I n 2 0 0 7 , S p o r t b . h a s
c r e a t e d i t s s i g n a t u r e l o g o , t h e b . d i n o s a u r. I t h a s a l s o
b e e n t h e b r a n d r e p e t i t i o n a l e m b a s s y s i n c e . I n 2 0 0 8 , a s
S p o r t b . h a s g a i n e d l a r g e m o m e n t u m i n t h e A s i a
m a r k e t a n d h a s b e c a m e o n e o f t h e m o s t i n f l u e n t i a l
b r a n d i n A s i a .

P r o d u c t
03
S p o r t b . o f f e r s s t y l i s h m e n s w e a r, w o m e n s w e a r, a n d
a c c e s s o r i e s . T h e a p p e a l l e n d s i t s e l f t o a y o u n g
e n e r g e t i c l o o k b y a p p l y i n g e f f o r t l e s s n e s s f i t t i n g s a n d
e l e g a n t c u t t i n g i n t o i t s s i l h o u e t t e . T h e u s a g e o f l i g h t
w e i g h t c o t t o n a n d e l a s t i c f a b r i c s a l s o c r e a t e s a s p o r t y
b u t s t y l i s h a t m o s p h e r e f o r t h e c l o t h e s . W h i t e , i n d i g o ,
a n d b l a c k w i t h t h u n d e r p r i n t s c r e a t e a n e l e g a n t p u n k
s t y l e t h a t m a t c h e s t h e b r a n d ’s p a s s i o n f o r m u s i c .

P r i c e
05
S p o r t b . o f f e r s p r o d u c t s a t a f f o r d a b l e p r i c e s .
T h e p r i c e r a n g e o f i t s m e n s w e a r s t a r t s f r o m 6 5 p o u n d s
t o 2 0 0 p o u n d s ; w o m e n s w e a r s t a r t s f r o m 6 0 p o u n d s t o
1 8 0 p o u n d s . T h e p r i c e o f t h e a c c e s s o r y l i n e s t a r t s f r o m
5 0 p o u n d s t o 1 8 0 p o u n d s .

06
M e n s w e a r :
C o a t & J a c k e t : 1 1 0 - 2 0 0
To p s : 8 0 - 1 2 0
T s h i r t : 6 0 - 9 0
Tr o u s e r s : 8 0 - 1 1 0
S h o e s : 6 5 - 1 0 0
W o m e n s w e a r :
C o a t & J a c k e t : 9 0 - 1 8 0
To p s : 7 5 - 1 1 0
T s h i r t : 6 0 - 9 0
Tr o u s e r s : 7 0 - 9 5
S k i r t : 8 0 - 1 1 0
S h o e s : 6 0 - 9 5
A c c e s s o r i e s :
J e w e l l e r y : 6 0 - 1 8 0
B a g s : 1 0 0 - 2 0 0
O t h e r : 5 0 - 1 2 0

P l a c e
07
A s i a i s t h e m a i n t a r g e t m a r k e t o f S p o r t b . I t s e t s m o s t
o f i t s r e t a i l s t o r e s i n F r e n c h a n d A s i a c o u n t r i e s l i k e
H o n g K o n g , Ta i w a n , a n d J a p a n . T h e p r e s e n c e o f S p o r t b .
a s a r e t a i l e r i s v e r y s t r o n g . M o s t o f t h e r e t a i l o u t f i t s
a r e l o c a t e d i n p r i m e a r e a s i n t h e c i t y, i n w h i c h m o s t o f
t h e m l i e o n t h e g r o u n d f l o o r a n d i n m a i n s t r e e t s . T h e
r e t a i l o u t f i t s a r e v e r y e y e c a t c h i n g t o i t s c o n s u m e r s .
S p o r t b . d o e s n o t h a v e a c t u a l s t o r e i n t h e
U n i t e d K i n g d o m a n d o t h e r E u r o p e c o u n t r i e s . I t o n l y h a s
s e l e c t e d i t e m s o f t h e s p o r t c o l l e c t i o n i n A g n e s b r e t a i l
o u t f i t s . A c c o r d i n g t o t h e p r o m o t i o n a l s t r a t e g y o f n o t
u s i n g t h e I N T E R N E T a s a s e l l i n g p l a t f o r m f r o m A g n e s ,
b , S p o r t b ’s f o u n d e r. I t h a s n o t y e t d e v e l o p o n l i n e s h o p .
S p o r t b . c r e a t e s h i g h c o n s u m e r s a w a r e n e s s b y
d e v e l o p i n g s t r o n g a e s t h e t i c s f o r v i s u a l m e r c h a n d i s i n g
f o r i t s s t o r e s a n d b y s e t t i n g i t s s t o r e s i n h i g h v i s i b i l i t y
l o c a t i o n s w i t h i n m a j o r c i t i e s . O n t h e o t h e r h a n d , t h e r e
m i g h t b e a n o p p o r t u n i t y t h a t S p o r t b i s m i s s i n g
p r o m o t i o n a l o p p o r t u n i t i e s o n t h e i n t e r n e t .

08
S p o r t b . i n Ta i p e i
S p o r t b . i n S h a n g h a i
S p o r t b . i n H o n g K o n g

P r o m o t i o n
09
S p o r t b . u t i l i s e s a m b i e n t m a r k e t i n g a s o n e o f i t
m a r k e t i n g s t r a t e g i e s . I t h a s h e l d m a n y p r o m o t i o n a l
a c t i v i t i e s b y h o l d i n g e v e n t s a n d d o i n g c o l l a b o r a t i o n s
w i t h a t h l e t i c e v e n t s . S p o r t b . h a s h e l d t h e P l u g g e d A s i a
M u s i c F e s t i v a l e v e r y y e a r s i n c e 2 0 1 3 . I t i s a m u s i c
f e s t i v a l w h i c h S p o r t b . w i l l i n v i t e m u s i c i a n s a n d
a l t e r n a t i v e b a n d s i n A s i a t o p e r f o r m o n a l i v e c o n c e r t .
I n 2 0 1 5 , i t s p o n s o r e d t h e t r a d i t i o n a l I M PA L A S b o a t s p o r t
i n H o n g K o n g . I n f l u e n c e r m a r k e t i n g i s a n o t h e r
m a r k e t i n g s t r a t e g y t h a t S p o r t b h a s e x p l o i t e d . D u e t o
t h e s t r a t e g y o f n o t u s i n g t h e i n t e r n e t a s a s e l l i n g
p l a t f o r m , S p o r t b . i s l e s s a c t i v e o n t h e i n t e r n e t . I t h a s
l i m i t e d p r o m o t i o n a l m o v e m e n t s o n t h e i n t e r n e t . I t u s e s
i t s o f f i c i a l F a c e b o o k a c c o u n t , t o s h a r e t h e b r a n d ’s
l a t e s t e v e n t s a n d p r o m o t i o n s , a n d s h a r e i n f o r m a t i o n
a b o u t i t s c o l l e c t i o n s .
A c c o r d i n g t o t h e e v a l u a t i o n o f S p o r t b ’s h i g h l y a c t i v e
m o v e m e n t s i n A s i a , A s i a m i g h t b e t h e t a r g e t m a r k e t o f
S p o r t b . I t l a u n c h e s i t s f u l l c o l l e c t i o n s f i r s t l y i n A s i a ,
a n d h a s o v e r 5 0 s t o r e s l o c a t e d i n A s i a c o u n t r i e s l i k e
J a p a n , H o n g K o n g , Ta i w a n , a n d S i n g a p o r e . F r o m
a n a l y s i s o f S p o r t b ’s p r o m o t i o n a l m o v e m e n t s o f u s i n g
a m b i e n t m a r k e t i n g , i n f l u e n c e r m a r k e t i n g a n d t h e l a c k
u s a g e o f m e d i a m a r k e t i n g , a n d s u g g e s t i o n c l a i m t h a t
S p o r t b m i g h t b e m i s s i n g o u t p r o m o t i o n a l p l a t f o r m s d u e
t o a l a c k o f p r e s e n c e o n o t h e r s o c i a l m e d i a s i t e s s u c h
a s i n s t a g r a m a n d t w i t t e r.

10
Sport b. live concert in Singapore
Sport b. live concert in TaiwanSport b. x Lung I
Sport b. x traditional IMPALAS boat

O t h e r P s
11
P h y s i c a l E v i d e n c e - S p o r t b . p r o m o t e s a m u l t i - s e n s o r y
e x p e r i e n c e t o i t s c o n s u m e r s . T h e v i s u a l
m e r c h a n d i s i n g o f i t s r e t a i l s t o r e s a r e v e r y u n i q u e .
A t m o s p h e r e i n t h e s t o r e h a s a s t r o n g p u n k a e s t h e t i c . I t
h a s c o m b i n e d t h e e l e m e n t o f m u s i c a n d a n
i n d u s t r i a l c h i c t h e m e . T h e w e b s i t e d e s i g n o f S p o r t b .
h a s a l s o c r e a t e d a n e x e c u t i v e m u s i c t h e m e t o b e
a s s o c i a t e d w i t h t h e b r a n d . T h e m u s i c l i s t c r e a t e d b y
S p o r t b . w i l l a u t o m a t i c a l l y p l a y w h e n t h e c o n s u m e r s
e n t e r t h e s i t e .
P e o p l e - D e p e n d i n g o n t h e s i z e o f t h e s t o r e s p a c e , t h e r e
a r e u s u a l l y t h r e e t o f i v e s t a f f s a r o u n d i n t h e s t o r e . T h e
s t a f f s i n t h e s t o r e w e a r t h e p r i n t e d l o g o t - s h i r t o f S p o r t
b . E a c h o f t h e s t a f f o n l y s e r v e s a g r o u p o f c o n s u m e r s a t
a t i m e .
P r o g r e s s - S p o r t b . o f f e r s a n q u a l i t y c u s t o m e r
e x p e r i e n c e s e r v i c e b y h a v i n g a w e l l e s t a b l i s h e d r e f u n d
a n d e x c h a n g e s y s t e m . T h e s t a f f e x p l a i n t h e r e f u n d a n d
e x c h a n g e s y s t e m t o t h e c o n s u m e r s d u r i n g t h e p u r c h a s e
t r a n s a c t i o n . T h e e x c h a n g e s y s t e m o f f e r s c o n s u m e r s a n
e x c h a n g e s e r v i c e , b u t i f t h e p r o d u c t t h a t t h e
c o n s u m e r w i s h t o e x c h a n g e i s n o t a v a i l a b l e , t h e n t h e
r e f u n d s y s t e m w i l l b e p r o c e s s e d . T h e r e f u n d s y s t e m o f
S p o r t b . a l l o w s p r o d u c t s t h a t a r e b o u g h t t o b e r e f u n d e d
b u t i f a g i f t v o u c h e r w a s u s e d i n t h e p u r c h a s e , t h e n t h e
a m o u n t o f r e f u n d m a y b e r e d u c e d .

P a c k a g i n g
13
S p o r t b . i s a g r e e n b r a n d t h a t e m p h a s i s e s
s u s t a i n a b i l i t y f o r t h e e n v i r o n m e n t . I t u s e s r e c y c l a b l e
m a t e r i a l s t o d o t h e p a c k a g i n g f o r i t s p r o d u c t s . M o s t o f
t h e w r a p p i n g h a s b e e n a d a p t t h e u s a g e o f u s i n g
r e c y c l e d p a p e r. T h e d e s i g n o f S p o r t b . ’s p a c k a g i n g
c o m b i n e s s i m p l i s t i c a n d i t s y o u n g p u n k s t y l e .

14
L a b e l
R e c y c l a b l e M a t e r i a l s
R e u s a b l e b a g

V i s u a l M e r c h a n d i s i n g
15
S p o r t b . h a s a s t r o n g m u s i c - i n s p i r e d p r e s e n c e a n d a
p u n k e l e m e n t i n i t s v i s u a l m e r c h a n d i s i n g . T h e l o g o s o f
S p o r t b . a r e p r i n t e d o n t h e s h o p w i n d o w s . T h e u s a g e o f
b r i c k w a l l s a n d d a r k w o o d e n f l o o r i n g w i t h s h a d y t o n e o f
l i g h t i n g c o n d u c t a v i n t a g e t h e m e f o r t h e s p a c i n g . L i g h t
t u b e s , w o o d e n s h e l f a n d d e s k a r e u s e a s t h e f i x t u r e a n d
f i t t i n g i n t h e s t o r e . L i g h t e l e c t r i c r o c k a n d r o l l
m u s i c p l a y e d i n s t o r e c r e a t e s a y o u t h f u l a n d m o d e r n
p u n k f a s h i o n m o o d . To g e t h e r t h e s e e l e m e n t s d e m o n -
s t r a t e s a n e n e r g e t i c s t y l i s h p u n k a t m o s p h e r e p r o m o t i n g
y o u t h f u l v i t a l i t y a n d a f r e s h v i b e .

E t h i c s
17
S p o r t b . i s a h i g h l y e t h i c a l f a s h i o n b r a n d . I t h a s
s t a r t e d t o u s e r e c y c l a b l e m a t e r i a l s t o d o t h e p a c k a g i n g s
o f i t s p r o d u c t s s i n c e 2 0 0 7 . S p o r t b h a s a l s o s u p p o r t a n d
h e l d e v e n t s t o r a i s e f u n d s f o r c h a r i t i e s .
! ! !

18
R e d S c a r f
To s u p p o r t A I D S p a t i e n t s
N e p a l B r o o k
To r i s e f u n d s f r o p e o p l e i n N e p a l ,
a f t e r t h e e a r t h q u a k e i n 2 0 1 5
R e d S t a m p
D o n a t e a l l t h e r e v e n u e s t o R e d C r o s s o r g a -
n a z i t i o n

B r a n d T o u c h i n g P o i n t s
19
A s i a i s o n e o f t h e m a i n t a r g e t m a r k e t s o f S p o r t b . I t
a l w a y s l a u n c h e s i t s f u l l c o l l e c t i o n s f i r s t l y i n A s i a , a n d
t h e r e a r e o v e r 5 0 s t o r e s l o c a t e d i n A s i a n c o u n t r i e s l i k e
J a p a n , H o n g K o n g , Ta i w a n , a n d S i n g a p o r e .
T h r o u g h t h e b r a n d t o u c h p o i n t s , S p o r t b t e n d s c r e a t e
a n e n e r g e t i c , e t h i c a l a n d m u s i c - i n s p i r e d b r a n d i m a g e
t h r o u g h h o l d i n g m u s i c , a t h l e t i c , a n d c h a r i t y e v e n t s . A l l
I t s p r o m o t i o n a l s t r a t e g i e s r e m a i n s a c o n s i s t e n c y o f a
y o u t h f u l p u n k l i f e s t y l e .
A c c o r d i n g t o t h e s t y l e a n d p r i c e r a n g e o f S p o r t b , i t
c o u l d p o s s i b l y t a r g e t y o u n g c o n s u m e r s .
O n e p a r t i c u l a r p r o m o t i o n a l s t r a t e g y t h a t S p o r t b . u s e s
o f t e n i s a m b i e n t m a r k e t i n g . I t s p o n s o r s e v e n t s i n o r d e r
t o d o t h e a d v e r t i s e m e n t s a n d t o i n c r e a s e i t s a c t u a l
v i s i b i l i t y t h r o u g h t h o s e e v e n t s .
A n o t h e r p r o m o t i o n a l s t r a t e g y t h a t i t u s e s i s i n f l u e n c e r
m a r k e t i n g . I t e x p o s u r e s i t s e l f b y s p o n s o r i n g m a n y
a l t e r n a t i v e m u s i c i a n s a n d a t h l e t i c s w h o m h a v e h i g h
p r o f i l e d c e l e b r i t y s t a t u s .
R e g a r d i n g f r o m t h e a n a l y s a t i o n o f S p o r t b ’s b r a n d t o u c h
p o i n t s , i t i s m i s s i n g s o m e e l e m e n t s . A c c o r d i n g t h e
t h e a n a l y s a t i o n , S p o r t b i s m i s s i n g p r o m o t i o n a l m e d i a
c h a n n e l s , l a c k i n g o f i n f o r m a t i o n s o n t h e o f f i c i a l
w e b s i t e , a n d m i s s i n g l o y a l t y s y s t e m .

C o n s u m e r P r o f i l e s
21
U r b a n m e t r o p o l i t a n p r o f e s s i o n a l s a r e y o u n g u n m a r r i e d
c o u p l e s o r s i n g l e s b e t w e e n t w e n t i e s a n d t h i r t i e s t h a t
l i v e s i n u r b a n a r e a s . T h e s e y o u n g c o u p l e s a n d s i n g l e s
h a v e g r a d u a t e d f r o m c o l l e g e f e w y e a r s , a n d h a v e b e e n
w o r k i n g i n p r o f e s s i o n a l a n d m a n a g e r i a l o c c u p a t i o n s .
T h e i r f i n a n c i a l s t a t u s o f a r e a w a r e . T h i s t y p e o f
c o n s u m e r s a r e b o r n a n d r a i s e s u r r o u n d e d b y i n t e r n e t
a n d d i g i t a l d e v i c e s . A s t h e y a r e t h e m a j o r p a r t o f t h e
i n t e r n e t g e n e r a t i o n , s m a r t p h o n e a n d i n t e r n e t u s a g e s
h a v e a m a i n r o l e i n t h e i r d a i l y l i v e s . T h e y s p e n t m o r e
t h a n 3 h o u r s a d a y o n t h e i n t e r n e t . T h e y a l s o u s e t h e i r
m o b i l e d e v i c e s t o a c c e s s v a r i e t y o n l i n e c o n t e n t , a n d
h a v e d o w n l o a d a p p s f o r t h e i r f i n i c a l , e n t e r t a i n m e n t ,
t r a v e l a n d s h o p p i n g .

22
G e n d e r : F e m a l e
E d u c a t i o n l e v e l : C o l l e g e P r o f e s s i o n a l
A g e : 3 3
G e o g r a p h i c L o c a t i o n : U r b a n A r e a
A c t i v i t i e s : V i s i t a r t g a l l e r i e s , s h o p p i n g , d o y o g a
I n t e r e s t s : Tr a v e l , r e a d i n g b o o k s , l i s t e n s t o m u s i c s
O p i n i o n s :
Q : H o w o f t e n d o y o u s h o p o n i n t e r n e t ?
A : A b o u t o n c e o r t w i c e p e r w e e k .
Q : H a v e y o u h e a r d a b o u t S p o r t b ?
A : N o
Q : W i l l y o u s h o p i n t h e r e ? ( S h o w i n g t h e c o l l e c t i o n s o f
S p o r t b )
A : O h y e a h , I l i k e i t s p u n k s t y l e
S o c i a l m e d i a s : F a c e b o o k , I n s t a g r a m , P i n t e r e s t , Tu m b l r,
Yo u t u b e

C o n s u m e r P r o f i l e s
23
U r b a n s o c i a l i s i n g y o u n g r e n t e r s a r e u n m a r r i e d y o u n g
s i n g l e s b e t w e e n t w e n t i e s t o t h i r t i e s , t h a t l i v e i n c i t i e s .
T h e y a r e a t e a r l y s t a g e s o f t h e i r c a r e e r. G e n e r a l l y t h e s e
y o u n g u r b a n r e n t e r s h a v e e x e c u t i v e j o b s , b u t d u e t o t h e
r e n t a l t h e y h a v e t o p a y e a c h m o n t h , t h e y d o n o t h a v e
m u c h b u d g e t t o s p e n d o n s h o p p i n g . S i m i l a r t o u r b a n
m e t r o p o l i t a n p r o f e s s i o n a l s , t h e y o u n g r e n t e r s u s e t h e
i n t e r n e t a s a p l a t f o r m t o a r r a n g e t h e i r e n t e r t a i n m e n t s
a n d f i n i c a l . C o n t r a s t i n g t o t h e m e t r o p o l i t a n
p r o f e s s i o n a l s , t h e y o u n g r e n t e r s s p e n d l e s s e r t i m e o n
t h e i n t e r n e t . T h e s o c i a l m e d i a s a n d i n t e r n e t a r e m o r e o f
a t o o l f o r b u s i n e s s c o n t a c t i n g a n d t o f o l l o w i n g
c e l e b r i t i e s a n d b r a n d s t h e y l i k e . T h e u r b a n
s o c i a l i s i n g y o u n g r e n t e r s p r e f e r t o l i v e i n a y o u n g
s o c i a l l i f e s t y l e , t h e y l i k e t o s p e n d m o r e t i m e t o b e o u t
w i t h t h e i r f r i e n d s , h a v i n g m e a l o u t s i d e , v i s i t i n g a r t
g a l l e r i e s , a n d g o i n g t o c i n e m a .

24
G e n d e r : M a l e
E d u c a t i o n l e v e l : C o l l e g e P r o f e s s i o n a l
A g e : 2 7
G e o g r a p h i c L o c a t i o n : U r b a n A r e a
A c t i v i t i e s : C l u b b i n g w i t h f r i e n d s , p l a y s s p o r t w i t h
f r i e n d s , h a n g o u t w i t h f r i e n d s , g o t o s t u d i o c l a s s
I n t e r e s t s : L i s t e n s t o m u s i c , p l a y s p o r t s ,
O p i n i o n s :
Q : H o w o f t e n d o y o u s h o p o n i n t e r n e t ?
A : N o t q u i e t m u c h , a b o u t o n c e o r t w i c e a m o n t h .
Q : H a v e y o u h e a r d a b o u t S p o r t b ?
A : N o , n e v e r.
Q : W i l l y o u s h o p i n t h e r e ? ( S h o w i n g t h e c o l l e c t i o n s o f
S p o r t b )
A : Ye a h I t h i n k s o , t h e c l o t h e s l o o k p r e t t y s t y l i s h .
S o c i a l m e d i a s : F a c e b o o k , I n s t a g r a m , S n a p c h a t

S W O T A n a l y s i s
Strengths
Weaknesses
25
S p o r t b . h a s a w e a k p r e s e n c e o n t h e i n t e r n e t . I t o n l y h a s a n
o f f i c i a l w e b s i t e a n d a n F a c e b o o k a c c o u n t .
S p o r t b . h a s n o t d e v e l o p e d i t s o n l i n e s t o r e . I t o n l y h a s v e r y
l i m i t e d s e l e c t e d i t e m s o n A g n e s b . ’s o n l i n e s h o p . T h e s t r a t e g y o f
a d a p t i n g s e l e c t i v e m e r c h a n d i s i n g o n t h e i n t e r n e t s e l l i n g , m a k e s
t h e c o n s u m e r s h a r d p u r c h a s e t h e p r o d u c t s t h e l i k e o n l i n e .
T h e r e a r e o n l y s e l e c t i v e i t e m s o f S p o r t b . a v a i l a b l e i n t h e U n i t e d
K i n g d o m .
I t h a s n o t d e v e l o p i t s l o y a l t y p r o g r a m .
T h e p r o d u c t s o f S p o r t b . a r e d e s i g n e d b y d e s i g n e r s e x c l u s i v e l y.
S p o r t b . p r o d u c e s h i g h q u a l i t y p r o d u c t s .
S p o r t b . h a v e c l o s e r e l a t i o n s h i p w i t h a l t e r n a t i v e m u s i c i a n s a n d
s p o r t a t h l e t i c s .
S p o r t b . a l s o h a s a n e x c l u s i v e s i g n a t u r e t o n e o n i t s v i s u a l
m e r c h a n d i s i n g .
T h e b r a n d u s e s r e c y c l a b l e m a t e r i a l s t o d o t h e p a c k a g i n g o f i t s
p r o d u c t s .
T h e r e t a i l s t o r e s a r e a l l l o c a t e d i n p r i m e a r e a s i n c i t i e s . I t i s
e a s y f o r p e o p l e t o f i n d .

Opportunities
Threats
26
A s m e n t i o n e d , h a v i n g w e a k e x i s t e n c e o n t h e i n t e r n e t i s o n e
m a j o r w e a k n e s s o f S p o r t b . T h e r e a r e p o s s i b i l i t i e s f o r S p o r t b .
t o r e a c h o u t m o r e c o n s u m e r s o n t h e i n t e r n e t i f i t h a s m o r e
s o c i a l m e d i a a c c o u n t s , a n d o n l i n e s h o p .
To i m p r o v e i t s c u s t o m e r r e l a t i o n s h i p m a n a g e m e n t b y d e v e l o p a
l o y a l t y p r o g r a m .
S p o r t b . i s m i s s i n g o u t i t s p o t e n t i a l c o n s u m e r s i n t h e U n i t e d
K i n g d o m . I t h a s n o t d e v e l o p e d i t s m a r k e t i n t h e U K y e t . T h e r e
a r e g r e a t c h a n c e s t o r e a c h o u t c o n s u m e r s i n U K i f i t l a u n c h e s
p o p u p s t o r e s i n L o n d o n .
T h e c o n s u m e r s t o d a y h a v e l o w b r a n d l o y a l t y.
F a s t f a s h i o n i s r a i s i n g q u i c k l y. F a s t f a s h i o n r e t a i l e r s o f f e r
d e s i g n f u l p r o d u c t s i n a c h e a p e r p r i c e a n d f a s t e r p h a s e .
Tr a d i t i o n a l f a s h i o n b r a n d s l i k e S p o r t b . a r e f o r c e d t o c o m p e t e
w i t h b r a n d s l i k e Z a r a , H & M .
S p o r t b . h a s m a n y r e t a i l s t o r e s i n A s i a , b u t A s i a e c o n o m y ’s
p e r f o r m a n c e i s n o t a s g o o d a s p r e d i c t e d . I n o t h e r w o r d s , t h e
b u y i n g p o w e r o f A s i a i s d e c r e a s i n g .
“ R e n t a l s h a v e m o r e t h a n t r i p l e d i n t h e p a s t f i v e y e a r s , w h i l e
p r o p e r t y p r i c e s h a v e r i s e n 5 0 p e r c e n t . ” s a i d b y P e t e r L e o n g , t h e
e x e c u t i v e o f S p o r t b . m a n a g e m e n t t e a m i n H o n g K o n g . A c c o r d i n g
t o t h e s t a t e m e n t , r e n t a l i s a b i g c o s t t o S p o r t b .

S W O T F i n d i n g s
27
Develope a new market
S i n c e t h e m a r k e t o f S p o r t b . i n A s i a w a s d e v e l o p e d .
T h e r e m i g h t b e o t h e r c o u n t r i e s i n E u r o p e t h a t S p o r t b .
i s m i s s i n g o u t . T h e A g n e s b . s t o r e s i n U n i t e d K i n g d o m
o n l y o f f e r s s e l e c t i o n i t e m s o f S p o r t b . A c c o r d i n g t o t h i s
c o n d i t i o n , t h e m a r k e t i n U n i t e d K i n g d o m i s u n d e v e l o p e d .
T h e r e m i g h t b e a n o p p o r t u n i t y f o r S p o r t b . t o l a u n c h a
i n d i v i d u a l p o p u p s t o r e i n L o n d o n .
Potential consumers on the internet
S p o r t b . i s m i s s i n g o p p o r t u n i t i e s o n l i n e . I t h a s a w e a k
v i s i b i l i t y o n s o c i a l m e d i a s . T h e o n l y o f f i c i a l s o c i a l
m e d i a a c c o u n t t h a t i t h a s i s F a c e b o o k . I n t h i s c a s e ,
S p o r t b . m i g h t b e m i s s i n g o u t a l o t o f p r o m o t i o n a l
c h a n n e l s o n t h e i n t e r n e t . T h e r e w i l l b e o p p o r t u n i t i e s t o
r e a c h o u t m o r e c u s t o m e r s i f S p o r t b . c r e a t e s m o r e
s o c i a l m e d i a a c c o u n t s .
Online Shop
S p o r t b . d o e s n o t h a v e a n o n l i n e s h o p . A c c o r d i n g t o a
d a t a f r o m S t a t i s t i c t h e r e a r e 7 0 % a d u l t s a r o u n d w o r l d
t h a t s h o p s o n l i n e , a n d t h e n u m b e r i s s t i l l g r o w i n g . I n
o t h e r w o r d s , S p o r t b . i s m i s s i n g o u t c o n s u m e r s o n t h e
i n t e r n e t . T h e m i g h t b e a g r e a t o p p o r t u n i t y f o r S p o r t b .
t o i n c r e a s e i t s s a l e s i f i t d e v e l o p e d i t s o n l i n e s h o p .

H a u t e C o u t u r e
&
C o u t u r e
L u x u r y D e s i g n e r
&
P r e m i u m B r a n d s
M i d d l e M a r k e t
M a s s M a r k e t
V a l u e M a r k e t
M a r k e t P o s i t i o n
B r a n d P y r a m i d
29

30
S p o r t b o f f e r s a f f o r d a b l e d e s i g n e r c l o t h i n g .
A c c o r d i n g t o t h e f a s h i o n a b i l i t y a n d t h e p r i c e
f r a m e w o r k o f S p o r t b , i t w a s a s s u m e d t h a t i t i s
l o c a t e d i n t h e m i d d l e f a s h i o n m a r k e t .

M a r k e t P o s i t i o n
B r a n d A d j a c e n c y M a p
P r i c e
F a s h i o n a b i l i t y
31

32
A c c o r d i n g t o t h e l o c a t i o n o f S p o r t b a s
d e m o n s t r a t e d i n t h e b r a n d a d j a c e n c y m a p , S p o r t
b h a s a a b o v e a v e a g e f a s h i o n a b i l i t y a n d p r i c e t o
i t s c o m p e t i t o r s .

C o m p e t i t o r s
Strengths
Weaknesses
33
P r o d u c t s o f C o m m e d e s g a r ç o n s P l a y a r e i n h i g h q u a l i t y
a n d h a s a h i g h e n d d e s i g n a n d i c o n i c s t y l e .
H i g h a c c e s s i b i l i t y o n t h e i n t e r n e t . I t s p r o d u c t s c a n b e
f o u n d o n m a n y o n l i n e s h o p s l i k e G o o d h o o d , E n d c l o t h i n g
.
S t r o n g a t c o l l a b o r a t i o n w i t h o t h e r b r a n d s , l i k e c o n -
v e r s e .
H i g h a m o u n t o f f o l l o w e r s o n s o c i a l m e d i a p l a t f o r m s . I t
h a s 1 0 0 , 9 3 6 l i k e s o n F a c e b o o k , a n d 1 3 , 7 2 0 f o l l o w e r s o n
Tw i t t e r.
C r e a t e d h i g h a w a r e n e s s b y l a u n c h i n g p o p u p s t o r e s i n
w o r l d w i d e d u r i n g 2 0 0 4 t o 2 0 0 9 .
C o m m e d e s g a r ç o n s P l a y h a s s h o r t p r o d u c t w i d t h . T h e
p r o d u c t o f i t o n l y c o m e s i n 4 t o f i v e d i f f e r e n t s t y l e s .
U s e s v e r y l e s s s o c i a l m e d i a p l a t f o r m s .
L o w a c c e s s i b i l i t y t o i t s r e t a i l s t o r e s . A l t h o u g h t h e
a c c e s s i b i l i t y o f C o m m e d e s g a r ç o n s P l a y a r e h i g h o n
t h e i n t e r n e t a n d i n s o m e s e l e c t s h o p s , i t d o e s n o t h a v e
m a n y r e t a i l s . T h e r e f o r e c o n s u m e r s h a v e l i m i t e d
p h y s i c a l e v i d e n c e s , a n d e x p e r i e n c e s .

Opportunities
Threats
34
To r e l e a s e o n l i n e p r e s s , m i g h t b e a n o p t i o n t h a t w i l l
h e l p t o r e a c h o u t p o t e n t i a l c o n s u m e r s o n t h e i n t e r n e t .
C o m m e d e s g a r ç o n s P l a y c a n o p e n o n e o r t w o m o r e
c o n c e p t s h o p s t h a t o n l y p r o m o t e s t h e b r a n d i t s e l f , i n
o r d e r t o g i v e m o r e p h y s i c a l e x p e r i e n c e t o i t c o n s u m e r s .
T h e r i s e o f h i g h f a s h i o n f o r c e s s l o w f a s h i o n b r a n d
t o a c c e l e r a t e t h e i r p r o d u c t i o n p r o c e s s . I t a l s o f o r c e s
b r a n d s l i k e C o m m e d e s g a r ç o n s t o c o m p e t e i n t h e v a l u e
o f p r i c e .
T h e r e a r e m a n y f a k e p r o d u c t s o f C o m m e d e s g a r ç o n s
P l a y. T h e l a c k o f q u a l i t y o f t h o s e f a k e p r o d u c t s m i g h t
t a k e a w a y s t h e s a l e s a n d d e c r e a s e t h e b r a n d i m a g e i n
c o n s u m e r s m i n d .

Strengths
Weaknesses
35
B a t h i n g A p e h a v e h i g h a c c e s s i b i l i t y. I t i s v i s i b l e o n l i n e
a n d p h y s i c a l . B a t h i n g A p e h a s s t o r e s a c r o s s A s i a , a n d i t
h a s c o l l e c t i o n s i n S e l f r i d g e s a n d s o m e s e l e c t s h o p s .
B a t h i n g A p e i s g o o d a t c o b r a n d i n g . I t l a u n c h e s m a n y
c o l l e c t i o n s b y c o o p e r a t i o n w i t h o t h e r b r a n d s .
B a t h i n g A p e h a s a i c o n i c s t y l e . I t h a s d e v e l o p i t s i c o n i c
l o o k w i t h c o l o u r s a n d c a m o u f l a g e .
T h e p r i c e o f B a t h i n g A p e i s h i g h . M a n y c o n s u m e r s t h i n k
t h a t t h e B a t h i n g A p e i s t o o e x p e n s i v e .
O n e o f i t s f o u n d e r N i g o , l e f t t h e c o m p a n y.
A c c o r d i n g t o s o m e o f t h e c o n s u m e r s s u u g g e s t i o n , t h e y
c l a i m t h a t t h e s i z e r a n g e o f t h e p r o d u c t i s n o t w i d e
e n o u g h . T h e r e a r e m a n y m i s s i n g s i z e s .

Opportunities
Threats
36
B y l a u n c h i n g c o n c e p t s t o r e t o g i v e c o n s u m e r s m o r e
p h y s i c a l e x p e r i e n c e s .
U s e m o r e s o c i a l m e d i a a c c o u n t s l i k e P i n t e r e s t , Yo u t u b e
t o s e t t h e m e s f o r t h e b r a n d .
R e d e s i g n a n d c r e a t i n g a n o t h e r s t y l e o f l o o k , m i g h t
r e c a t c h i t s c o n s u m e r s ’ a t t e n t i o n .
B a t h i n g A p e i s f o r c e t o c o m p e t e u n d e r t h e p r i c e c o m -
p e t i t i o n w i t h f a s t f a s h i o n b r a n d s . M a n y f a s t f a s h i o n
b r a n d s l i k e F o r e v e r 2 1 h a s c o l l e c t i o n s t h a t i s s i m i l a r
t o B a t h i n g A p e , w h i c h m e a n s B a t h i n g A p e i s f a c i n g t h e
t h r e a t o f c h e a p e r b r a n d s a r e o f f e r i n g t h e s a m e l e v e l
f a s h i o n a b i l i t y p r o d u c t i t s e l l s .

Strengths
Weaknesses
37
A . P. C p r o d u c e s h i g h q u a l i t y a p p e a l s .
A . P. C a l s o d o e s c o l l a b o r a t i o n w i t h o t h e r b r a n d s l i k e
N i k e , C a r h a r t t , i n o r d e r t o c r e a t e c o n s u m e r s a w a r e n e s s .
A . P. C i s h i g h l y v i s i b l e o n l i n e . I t s p r o d u c t s c a b e f o u n d
o n m a n y o n l i n e s e l e c t s h o p s l i k e E n d c l o t h i n g , F a r f e t c h .
A . P. C h a s a r e t a i l i n L o n d o n , w h i c h f u l l y r e p r e s e n t s t h e
b r a n d ’s t h e m e .
A . P. C h a s u s e a l o t o f s o c i a l m e d i a s t o p r o m o t e i t s
c o l l e c t i o n s a n d b r a n d .
T h e r e a r e s u g g e s t i o n s c l a i m t h e o n l i n e c u s t o m e r
s e r v i c e o f A . P. C i s n o t s t r o n g e n o u g h . I t t a k e s t o o l o n g
f o r t h e o n l i n e c u s t o m e r s e r v i c e t e a m t o a n s w e r q u e s -
t i o n s f r o m c o n s u m e r s .
A . P. C h a s a n h i g h p r i c e a r c h i t e c t u r e . M a n y c o n s u m e r s
s t a t e t h a t t h e y t h i n k t h e p r i c i n g o f A . P. C i s t o o h i g h f o r
i t s d e s i g n .
T h e p r o d u c t s o f A . P. C h a s l a c k o f a w a r e n e s s . T h e
c o l l e c t i o n s o f e a c h s e a s o n w a s t o o c l a i m e d t h a t a r e t o o
s i m i l a r.

Opportunities
Threats
38
T h e r e m i g h t b e o p p o r t u n i t i e s f o r A . P. C t o c r e a t e m o r e
a w a r e n e s s , i t A . P. C l a u n c h e s s o m e e v e n t s b y c o l o r a t i o n
w i t h o t h e r a r t i s t s .
A . P. C c a n d e v e l o p i t s s i g n a t u r e s t y l e .
T h e r e a r e m a n y b r a n d s t h a t o f f e r s c h e a p e r a n d s i m i l a r
p r o d u c t s .

L i k e t o L i k e
39

A n a l y s i s
41
T h r e e o f t h e b r a n d s d o c o l l a b o r a t i o n s w i t h o t h e r b r a n d s
i n o r d e r t o c r e a t e c o n s u m e r s a w a r e n e s s , a n d r e a c h o u t
f o r t h e i r p o t e n t i a l c o n s u m e r s .
T h e s t r a t e g y o f l a u n c h i n g p o p u p s t o r e s b y C o m m e d e s
g a r ç o n s P l a y d u r i n g 2 0 0 4 t o 2 0 0 9 w a s a g r e a t s u c c e s s .
T h e s t r a t e g y h e l p s C o m m e d e s g a r ç o n s P l a y t o d i s c o v e r
p o t e n t i a l c o n s u m e r s , a n d c r e a t e b r a n d a w a r e n e s s .
T h e c o m p e t i t o r b r a n d s h a v e h a v e a d a p t t h e u s a g e o f
d e v e l o p i n g o n l i n e s t o r e s . T h e y s e e k t o u s e o n l i n e s h o p
a s a p l a t f o r m t o r e a c h c o n s u m e r s o n t h e i n t e r n e t , a n d
t e n d t o i n c r e a s e s a l e s .
A l t h o u g h t h e c o m p e t i t i o n b r a n d s h a v e a d a p t t h e u s a g e
o f m e d i a m a r k i n g , b u t s o m e o f t h e o f f i c i a l a c c o u n t s a r e
n o t d e v e l o p e d o r u p d a t e d .
T h e m i d d l e m a r k e t b r a n d s a r e f o r c e t o c o m p e t e w i t h
m a s s m a r k e t b r a n d s i n d i r e c t l y. T h e c o m p e t i t i o n b r a n d s
h a s a c o m m o n t h r e a t w h i c h i s t h e r i s e n o f f a s t f a s h i o n .
T h e b r a n d s f r o m t h e m i d d l e m a r k e t a r e f o r c e d t o
a c c e l e r a t e t h e s p e e d o f t h e p r o d u c t i o n a n d t o c o m p e t e
w i t h l o w e r p r i c e b u t s i m i l a r p r o d u c t s .

E v a l u a t i o n
43
T h e f i n d i n g s f o r m S p o r t b m a r k e t i n g m i x s h o w s t h a t
i t h a s a w e a k p r e s e n c e o n t h e i n t e r n e t . I t o n l y h a s a n
F a c e b o o k a c c o u n t a n d a n o f f i c i a l w e b s i t e t h a t o f f e r s
l i m i t e d i n f o r m a t i o n . A c c o r d i n g t o t h i s s i t u a t i o n ,
s u g g e s t i o n c l a i m s t h a t h e r e m i g h t b e o p p o r t u n i t i e s
f o r S p o r t b t o i n c r e a s e i t s p r e s e n c e o n t h e i n t e r n e t b y
a d a p t m o r e u s a g e o f m e d i a i n f l u e n c e r a n d u s e s m o r e
o n l i n e c h a n n e l s t o p r o m o t e t h e b r a n d . A d a t a f r o m
S t a t i s t i a a l s o s h o w s t h a t t h e r e a r e 7 0 % a d u l t s o n t h e
w o r l d s h o p s o n t h e i n t e r n e t . A c c o r d i n g t o t h e s t a t u s ,
s u g g e s t i o n c l a i m s t h a t t h e r e a r e p o s s i b i l i t i e s f o r S p o r t
b t o r e a c h o u t p o t e n t i a l c o n s u m e r s o n t h e i n t e r n e t b y
l a u n c h i n g a n o n l i n e s h o p .
S t r e n g t h e n s t h e p r e s e n c e o n l i n e ! !

44
T h e r e s u l t f r o m S p o r t b ’s S W O T a n a l y s i s i s s u e s t h a t i t
h a s n o t y e t d e v e l o p e d i t s m a r k e t i n t h e U K . A c c o r d i n g
t o t h e a n a l y s a t i o n f r o m c o m p e t i t o r f i n d i n g s c h a p t e r,
o n e o f S p o r t b ’s c o m p e t i t i v e b r a n d , C o m m e d e s g a r ç o n s
P l a y, h a s e x p e r i e n c e d a g r e a t s u c c e s s o f c r e a t i n g h i g h
c o n s u m e r a w a r e n e s s b y l a u n c h i n g p o p u p s t o r e s a r o u n d
t h e w o r l d d u r i n g 2 0 0 4 t o 2 0 0 9 . T h e r e a r e s u g g e s t i o n s
c l a i m t h a t t h e r e m i g h t b e a n o p p o r t u n i t y f o r S p o r t b t o
d e v e l o p m o r e c o n s u m e r s i n t h e U K , i f i t a d a p t s t h e
u s a g e o f l a u n c h i n g p o p - u p s t o r e s a r o u n d L o n d o n .
P o t n e t i a l c u s t o m e r s i n U K ! !

E v a l u a t i o n
45
L o y a l t y P r o g r a m ! !
A c c o r d i n g t o t h e m a r k e t i n g m i x a n a l y s a t i o n o f S p o r t b ,
i t c l a i m s t h a t S p o r t b e m p h a s i s e s o n p r o v i d i n g p h y s i c a l
e x p e r i e n c e t o i t s c o n s u m e r s , b u t i t h a s n o t y e t
d e v e l o p e d a l o y a l t y p r o g r a m . S u g g e s t i o n s c l a i m t h a t
t h e r e m i g h t b e o p p o r t u n i t i e s f o r S p o r t b t o i m p r o v e
c o n s u m e r r e l a t i o n s h i p m a n a g e m e n t , a n d d e v e l o p i t s
l o y a l c o n s u m e r s b y d e v e l o p i n g a l o y a l t y p r o g r a m .

46
B Y E ! !
3 1 6 8 w o r d s t o t a l

R e f e r e n c e
Cover
Vogue. (2011) Sport b. logo.[image] Available at:
http://www.vogue.com.tw/feature/entertainment/photo-4662-35860.html[1,May 2016]
Sport b. (2012) Sport b. grey.[image] Available at:
https://www.facebook.com/sportb/photos/
pb.133135446744574.-2207520000.1462096776./332506266807490/?type=3&theater[1,May,2016]
About Sport b.
Soames, Gemma. (2013) The busy Agnes b and her timeless fashion kingdom. Available at:
http://www.educationpost.com.hk/resources/art-design/130807-fashion-designer-agnes-b-trou-
ble[1,May,2016]
O’Hagan, Sean. (2006) Agnes B. Available at:
http://www.theguardian.com/lifeandstyle/2006/feb/19/shopping.fashion[1,May,2016]
Agnes b. (n.d) Sport b. Available at:
http://europe.agnesb.com/en/moteur/search?q=sport[1,May,2016]
Sport b. (2015) Sport b. painting logo.[image] Available at:
pb.133135446744574.-2207520000.1462097229./923611267696984/?type=3&theater[1,Mat,2016]
Agnes b. (n.d) Agnes b logo.[image] Available at:
http://asia.agnesb.com/en/bside/section/about-agnes-1/from-the-beginning-1[1,May,2016]
Product
Twang, Denise. (2013) French style that change with the times. Available at:
http://www.scmp.com/business/companies/article/1300779/french-style-changes-times[1,-
May,2016]
Agnes b. (n.d) Agnes b logo.[image] Available at:
http://asia.agnesb.com/en/bside/section/about-agnes-1/from-the-beginning-1[1,May,2016]
Sport b. (2016) SS16 Collection Men.[image] Available at: https://www.facebook.com/sportb/photos/
Sport b. (2016) SS16 Collection Women.[image] Available at: https://www.facebook.com/sportb/
photos/pb.133135446744574.-2207520000.1462097226./1035899166468193/?type=3&theater[1,-
May,2016]
Sport b. (2014) Bracelet.[image] Available at: https://www.facebook.com/sportb/photos/
Price
Marketing Study. (2012) Agnes b. in China. Available at:
http://daxueconsulting.com/agnes-b-in-china/[1,May,2016]
Sport b. (2015) Outfit.[image] Available at:

Place
May,2016]
Agnes b. (n.d) Sport b location Hong Kong.[image] Available at:
http://www.agnesb.eu/stores/china/shanghai/shanghai-ifc-mall-sport-b[1,May,2016]
Agnes b. (n.d) Sport location Taipei.[image] Available at:
http://www.agnesb.eu/stores/hong-kong-/hong-kong[1,May,2016]
Agnes b. (n.d) Sport b location Shanghai.[image] Available at:
http://www.agnesb.eu/stores/taiwan/taipei[1,May,2016]
Promotion
AFP. (2016) Agnes B, The French style mogul who hates fashion. Available at:
http://www.breitbart.com/news/agnes-b-the-french-style-mogul-who-hates-fashion/[1,May,2016]
May,2016]
Analysation from the author.
Sport b. (2015) Skateboard.[image] Available at:
https://www.facebook.com/sportb/photos_stream?tab=photos_stream[1,May,2015]
Sport b. (2011) Live concert Taipei.[image] Available at:
Sport b. (2011) Live concert Singapore.[image] Available at:
Sport b. (2012) IMPALAS.[image] Available at:
Other Ps
Agnes b. (n.d) Return policies. Available at:
http://www.agnesb.co.uk[1,May,2016]
Analysation from the author.
Sport b. (2011) Hong Kong flagship store.[image] Available at:
https://www.facebook.com/media/set/?set=a.232087056849412.60317.133135446744574&-
type=3[1,May,2016]
Sport b. (2011) Hong Kong flagship store02.[image] Available at:
type=3[1,May,2016]
Sport b. (2011) Hong Kong flagship store03.[image] Available at:
type=3[1,May,2016]
Sport b.(2016) Hanger.[image] Available at:

Packaging
Agnes b. (n.d) B.Green. Available at:
http://asia.agnesb.com/en/bside/section/for-a-good-cause-2/b-green-4[1,May,2016]
Pixnet. (2011) Packaging 01.[image] Available at:
http://divetoheaven.pixnet.net/blog/post/36036156-%5B開開%5D-sport-b.-開開[1,May,2016]
Pixnet. (2011) Packaging 02.[image] Available at:
http://divetoheaven.pixnet.net/blog/post/36036156-%5B開開%5D-sport-b.-開開[1,May,2016]
Sport b. (2012) Reusable bag.[image] Available at:
Visual Merchandising
Analysation from the author
Agnes b. (n.d) Sport location Taipei.[image] Available at:
http://www.agnesb.eu/stores/hong-kong-/hong-kong[1,May,2016]
Vicster. (2011) Sport b. musical festival logo.[image] Available at:
http://www.vault-mag.com/2011/08/30/sport-b-plugged-2011-asian-music-festival-singapore-2-
september-2011/[2,May,2016]
Ethics
Agnes b. (n.d) Nepal Heart Brooch. Available at:
http://europe.agnesb.com/en/bside/section/for-a-good-cause/charities[2,May,2016]
Agnes b. (n.d) Red scarf. Available at:
Agnes b. (n.d) Humanitarian Project. Available at:
Agnes b. (n.d) B.Green. Available at:
http://asia.agnesb.com/en/bside/section/for-a-good-cause-2/b-green-4[1,May,2016]
Brand Touching Points
AFP. (2016) Agnes B, The French style mogul who hates fashion. Available at:
http://www.breitbart.com/news/agnes-b-the-french-style-mogul-who-hates-fashion/[1,May,2016]
Analysation by the author
Cwelich, Lorraine. (2013) Agnes b makes her directional debut. Available at:
http://www.elle.com/culture/movies-tv/news/a23794/agnes-b-my-name-is-hmmm/[1,May,2016]
May,2016]
Consumer Profiles
CACI. (n.d) Acron usuer guide. London. CACI
Interview by the author
Interview by the author
Sport b. (2015) consumer 01.[image] Available at:
https://www.facebook.com/sportb/photos_stream[2,May,2016]

SWOT
Creche, Isabelle-Marie. (2008) Hong Kong’s new obsession. Available at:
http://www.vogue.co.uk/news/2008/10/27/agnes-b-opens-hong-kong-store[2,May,2016]
Cootoyour. (n.d) Marketing plan for Agnes b. Available at:
https://www.scribd.com/doc/84833940/Man-Sin-52502439-Marketing-Plan-for-Agnes-b[2,-
May,2016]
Mbalskool. (n.d) Agnes SWOT. Available at:
http://www.mbaskool.com/brandguide/lifestyle-and-retail/3781-agnes-b.html[2,May,2016]
Vicster. (2011) Sport b. musical festival logo.[image] Available at:
http://www.vault-mag.com/2011/08/30/sport-b-plugged-2011-asian-music-festival-singapore-2-
september-2011/[2,May,2016]
Market Position
May,2016]
Paul Smith. (n.d) logo.[image] Available at:
http://www.paulsmith.co.uk/uk-en/shop/mens/jeans-collection[2,May,2016]
Armani Exchange. (n.d) logo. [image] Available at:
http://www.armaniexchange.com/jump.do?itemID=15&itemType=SINGLESLOT&uk=home&bgIm-
age=bgcountry9[2,May,2016]
Calvin Klein Jeans. (n.d) logo. [image] Available at:
http://uk.calvinklein.com/store/en[2,May,2016]
A.P.C. (n.d) logo.[image] Available at:
https://www.apc.fr/wwuk/[2,May,2016]
Comme des garçons Play. (n.d) logo.[image] Availabe at:
http://shop.doverstreetmarket.com/comme-des-garcons/play[2,May,2016]
BAPE. (n.d) logo.[image] Available at:
http://us.bape.com[2,May, 2016]
AllSaints. (n.d) logo.[image] Available at:
http://www.allsaints.com[2,May,2016]
Competitors
Chen, Ziang. (2012) A.P.C. Available at:
https://prezi.com/ftmc0jcvhdtl/apc/[2,May,2016]
Hsu, Eugenie. (2013) Comme des garçons Play. Available at:
https://prezi.com/djpexh6zigwe/copy-of-comme-des-garcons-brand-management/[2,May,2016]

Kendall, Jayden. (2013) Streetwear society. Available at:
https://prezi.com/nax7chuxzzm1/streetwear-society/[2,May,2016]
A.P.C. (n.d) logo.[image] Available at:
https://www.apc.fr/wwuk/[2,May,2016]
BAPE. (n.d) logo.[image] Available at:
http://us.bape.com[2,May, 2016]
Comme des garçons Play. (n.d) logo.[image] Availabe at:
http://shop.doverstreetmarket.com/comme-des-garcons/play[2,May,2016]
Evaluation
Chahal, Mindi. (2016) What does digital transformation really mean. Available at:
https://www.marketingweek.com/2016/04/14/what-does-digital-transformation-really-mean/
[2,May,2016]
Creche, Isabelle-Marie. (2008) Hong Kong’s new obsession. Available at:
http://www.vogue.co.uk/news/2008/10/27/agnes-b-opens-hong-kong-store[2,May,2016]
Cootoyour. (n.d) Marketing plan for Agnes b. Available at:
https://www.scribd.com/doc/84833940/Man-Sin-52502439-Marketing-Plan-for-Agnes-b[2,-
May,2016]
Mbalskool. (n.d) Agnes SWOT. Available at:
http://www.mbaskool.com/brandguide/lifestyle-and-retail/3781-agnes-b.html[2,May,2016]
Hsu, Eugenie. (2013) Comme des garçons Play. Available at:
https://prezi.com/djpexh6zigwe/copy-of-comme-des-garcons-brand-management/[2,May,2016]
WGSN. (2015) Top five consumer retail trends. Available at:
https://www.wgsn.com.ezproxy.bcu.ac.uk/myfolders/attach.php?path=http%3A%2F%2Fwww.wgsn.
com%2F%2Fstorage%2Fvol17%2Ffo_image_store%2Fcached%2Fboards%2F63634%2F/board.pd-
f&filename=Top_5_Consumer_%26_Retail_Trends_Japan.pdf, https://www.wgsn.com.ezproxy.bcu.
ac.uk/content/board_viewer/[2,May,2016]
oames, Gemma. (2013) The busy Agnes b and her timeless fashion kingdom. Available at:
http://www.educationpost.com.hk/resources/art-design/130807-fashion-designer-agnes-b-trou-
ble[1,May,2016]
Agnes b. (n.d) Sport b. Available at:
http://europe.agnesb.com/en/moteur/search?q=sport[1,May,2016]
Richter, Felix. (2015) How much online shopper around the world are spending. Available at:
https://www.statista.com/chart/3790/e-commerce-revenue-per-online-shopper/[2,May,2016]
Hobbs, Thomas. (2016) Brands hoping Facebook massager can refine customer service. Available at:
https://www.marketingweek.com/2016/04/08/brands-and-agencies-confident-facebook-messen-
ger-can-redefine-customer-service/[2,May,2016]
Chahal, Mindi. (2016) What does digital transformation really mean. Available at:
https://www.marketingweek.com/2016/04/14/what-does-digital-transformation-really-mean/
[2,May,2016]
Tesseras, Lucy. (2016) Fashion brands struggling to find the right social media influencer. Available
at:
https://www.marketingweek.com/2016/01/27/youtubers-key-to-fashion-and-beauty-brands/
[2,May,2016]
WGSN. (2016) Pinterest. Available at:
com%2F%2Ffashionoffice%2Fcached_data%2F2012%2Fretail%2Ffeature%2F07_july%2Fpower_
of_pinterest_21099%2F/board.pdf&filename=The_Power_of_Pinterest.pdf, https://www.wgsn.com.

ezproxy.bcu.ac.uk/content/board_viewer/[2,May,2016]
WGSN. (2015) Top five consumer retail trends. Available at:
com%2F%2Fstorage%2Fvol17%2Ffo_image_store%2Fcached%2Fboards%2F63634%2F/board.pd-
f&filename=Top_5_Consumer_%26_Retail_Trends_Japan.pdf, https://www.wgsn.com.ezproxy.bcu.
ac.uk/content/board_viewer/[2,May,2016]
WGSN. (2016) London Fashion Weekend Highlights. Available at:
com%2F%2Fstorage%2Fvol20%2Ffo_image_store%2Fcached%2Fboards%2F64817%2F/board.pdf&-
filename=London_Fashion_Week_Retail_Highlights.pdf, https://www.wgsn.com.ezproxy.bcu.ac.uk/
content/[2,May,2016]

Complete the details marked in the coloured text and leave everything else blank. Where appropriate, copy and paste your
submission after the first pages as indicated. You are reminded of the University regulations on cheating. Except where the
assessment is group-based, the final piece of work which is submitted must be your own work. Close similarity between
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Assessment Coversheet
and Feedback Form
Faculty of ADM
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!
Student Name Po-Chuan,Tseng (Nelson) Reasonable Adjustments
Student Number 15104548
Check this box [x] if the Faculty has
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Course and Year Level 4
Module Code FAS 4020
Module Title Digital Marketing, Branding and PR
Module Tutor Lindsay Pressdee / Sophie Johnson
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