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SWOT Analysis
.
Presented by Vanessa Ash 2015
In-store & On-line Marketing Communications for Blue Inc.
Copyright © 2015 Vanessa Ash
2. Identifying Blue Inc.’s Weaknesses
Pages:
In-store 1-2
On-line 2
Overview 3
On-line 3
Overview 4-6
In-store 7-8
On-line 9
General 10
On-line 10
3. Identifying Blue Inc.’s Opportunities
1. Identifying Blue Inc.’s Strengths
4. Identifying Blue Inc.’s Threats
Contents
Identifying Blue Inc.’s Strengths - 1
In-store
 Niche target market is a competitive advantage, ‘Style
and Value for the under 25’s. (Blue Inc.’s brand Vision)
 Brand Reputation: Performance in recent years – Listed
in The Sunday Times Virgin Fast track 100 in 2013.
 Store marketing offers and discounts are attention
grabbing.
 Located in ‘price sensitive’ areas including Peckham and
Elephant & Castle which is consistent with Blue Inc.’s
low cost pricing strategy.
 Store positioning in high traffic areas where the target
market will be. (Westfield Shopping centres, Flagship
store on Oxford Street and Hammersmith’s Kings Mall
etc.)
1
1.
Copyright © 2015 Vanessa Ash
Identifying Blue Inc.’s Strengths - 2
On-line
 Click and Collect service – ‘64% say they are shopping on-line more because of
click-and-collect.’ (Mintel 2014)
 Engaging Facebook Content – Promoting Blue Inc.’s discounts, new product
ranges (i.e. Women’s plus-size range) as well as funny meme’s, quotes and
images for the younger demographic to relate with.
 Easy Website Navigation – Sections are easy to find, Sales sections are
highlighted, other information including store locator, app information and
prompts to subscribe to Blue Inc.’s Newsletter are easy to find on the
Homepage.
 Mobile App – Effective shopping experience for on the go shopping.
In-store
 Personable Customer Service – Sales Assistants welcome consumers when they enter the store, perception is
easy going and down to earth, they readily give their opinion on products to help their customers out.
(My experience at Blue Inc.’s stores in Wandsworth, Croydon and Westfield White City)
2
(Examples from Facebook page)
1.
Identifying Blue Inc.’s Weaknesses
In-store
 Store Positioning/Expansion – several of Blue Inc.’s stores are located in busy shopping centres which results
in intense competition. Unless you are specifically looking for Blue Inc. or notice it when passing by, you are
most likely to miss it. (My experience at Westfield White City shopping)
Overview
 Blue Inc. has a limited Womenswear range compared to its
competitors.
An estimated 57.9% of women spend their money buying clothes as
a form of retail therapy. (Payment sense 2015)
However Blue Inc. has an advantage in attracting consumers to its
Plus-size clothing range launching in the near future. ‘The UK spend
on plus-size clothing hit £3.1 billion in 2014 and this market is
continuing to grow’. (Fashion United 2015)
3
2.
Copyright © 2015 Vanessa Ash
Identifying Blue Inc.’s Opportunities - 1
 Get inspiration from ‘High Fashion’ trends for Spring/Summer 2016 but
only adopt the Trends which are edgier and are consistent with Blue
Inc.’s product style range. Still incorporate warm Winter clothing (marled
knits, Bomber Jackets) but adopt some of the Spring/Summer trends
earlier in the year.
 The new trends should be displayed on in-store Billboards with images
combining the high fashion trends with the trends Blue Inc. has in-store.
This gives shoppers the impression that Blue Inc. is fashion forward –
reinforcing Blue Inc.’s image as providing a trendy and affordable
clothing range.
Overview
Trending this Season!
Oversized Coats from
£15!
4
Examples of trends for Spring/Summer 2016:
(Women)
- Shoulder show-off & The Creeper Sandal/Flatform (Elle UK 2015)
- Blue and Orange colour combinations (StyleCaster 2015)
(Men)
- Oversize coats & Elongated tops (The Fashionisto 2015)
- Brown, Indigo and ‘Faint Grey’ colours (Fashion Snoops, 2015)
Blue Inc.Catwalk 2016
3.
Identifying Blue Inc.’s Opportunities - 2
 Blue Inc. can partner with well-known celebrities and provide their
clothing collections in-store and on-line.
 Ideal celebrities should be:
- Perceived as trendy and fashion savvy
- Enjoy and are regularly seen wearing edgy, casual, sporty and urban
clothing in the public eye
- Are UK based celebrities or are well-known in the UK
 Several of Blue Inc.’s Competitors have done this and it has been
proven to boost a company’s image.
Overview
5
Examples of recent collections from fashion savvy celebrities:
- Kate Moss collection for Topshop
- Kendall and Kylie Jenner’s holiday collection with Topshop 2015
- Nicole Scherzinger’s AW14 collection with Misguided.co.uk
- David Beckham’s Autumn 2015 collection for Topshop
3.
Identifying Blue Inc.’s Opportunities - 3
 Provide Blue Inc.’s Press releases and marketing materials
in-store – displayed somewhere visual such as a small
display stand or on the counter.
 Store Positioning/Expansion - new stores should be located
on high roads in ‘price sensitive’ areas instead of in
Shopping Centres, the stores will be easier to find and the
store will visually stand out more.
 A potential location can be on Brixton High street. With the
regeneration scheme in Brixton (Brixton Village 2013) and
young professionals moving into the area as well as the
existing demographic; Blue Inc. are more likely to thrive.
(Financial Times 2013)
Overview
6
3.
Identifying Blue Inc.’s Opportunities - 4
 Stock Men’s Grooming products in-store and extend the product range
on-line. This may influence impulse buying. Opportunity to increase
sales as sales in the male grooming market are expected to grow. “The
Male grooming market is predicted to reach an estimated £121 million by
2018”. (Ward 2015)
 Stock Men’s Car, Bike and DIY accessories in-store including phone and
mp3 chargers, bicycle bells, rear bicycle lights, pack of screwdrivers.
 Extend Women’s accessories in-store with styles which are on trend for
Spring/Summer 2016. Promote the accessories range on the shop window
and at the front of Womenswear.
In-store
7
Examples of trends which can be used for Spring/Summer 2016:
(Women)
- Shoulder duster Earrings - Hair jewellery - Choker Necklaces (Vogue 2015)
3.
Copyright © 2015 Vanessa Ash
Identifying Blue Inc.’s Opportunities - 5
 The Novelty products Blue Inc. sells could be
discounted during the Christmas period.
E.g. The drinking games are popular at this time
of year specifically New Years so these should
be on special offer and be displayed at the front
of the stores to draw the target market in.
(younger demographic) Typically these
products are sold near the tills.
 In the future, Blue Inc. can have a stand alone
store for plus-size clothing only. (i.e. Gap has
several stand alone stores for its Kids clothing
range)
In-store
8
3.
Copyright © 2015 Vanessa Ash
Identifying Blue Inc.’s Opportunities - 6
 On the Website, Blue Inc. should use mannequins or real life models to wear the clothes so the consumers
can get a realistic idea of how the clothes hang on the body. This is especially important with the launch of
the Women’s plus-size range.
 Statistics - 70% of internet users buy clothing and footwear on-line. On-line purchasing peaks among the 16 –
24 year olds by 76% (Mintel 2014)
 Youtube Broadcasting platform – Blue Inc.’s fashion shows and interview videos can be displayed on the
Website’s Homepage and on Facebook for instant exposure as the web users have easy access to it.
 Can team up and trade with another e-tailer like Asos and sell some of its product range (Asos gets a % out of
the Blue Inc.’s products that are sold) on their website to increase brand awareness and sales. This will also
indirectly draw traffic to Blue Inc.’s website. (Similar arrangement to Mossimo)
On-Line
9
3.
Identifying Blue Inc.’s Threats
On-line
 Significant On-line Competition - Asos, Boohoo, Misguided e-tailers specialise in on-line fashion with similar
target market (age range and behavioural shopping behaviours) providing affordable young fashion.
 These e-tailers make up a large portion of the on-line clothing market.
However, Blue Inc. has an advantage over these e-tailers as they provide visual and on-line stores to reach
consumers with different shopping habits. The Website and mobile app make it easier for consumers to view
Blue Inc.’s product range. ‘30% of UK Consumers research on-line before they buy’. (Statista 2014)
General
 Popular Competitors including Topshop, H&M and Urban Outfitters dominate the high street.
10
4.
Resources for conducting this Presentation
 Wandsworth Southside Shopping Centre (Medium sized store)
 Westfield White City Shopping Centre (Small – Medium sized store)
 Several stores in Westfield Shopping Centre including Urban Outfitters, New Look, River Island and GAP
In-store
Resources for conducting this Presentation - 1
 Blue Inc.’s resources - Website, Facebook page, Instagram, LinkedIn page and Youtube videos
 Similar Competitor’s on-line shopping Websites including Urban celebrity.com
 Financial Times. 2013. UK Property prices soar in Brixton as professionals move in. [Online] Available at:
<http://www.ft.com/cms/s/2/4655a078-3c98-11e3-a8c4-00144feab7de.html>. [Accessed 6 December 2015].
 Fashion United. 2015. Spend for Plus-Size Fashion to hit 5.4 billion pounds in 2015. [Online] Available at:
<https://fashionunited.uk/news/fashion/spend-for-plus-size-fashion-to-hit-5-4-billion-pounds-in-
2015/2015091517682>. [Accessed 6 December 2015].
 Paymentsense. 2015. Infographic Do men and women shop differently online? [Online] Available at:
<http://www.paymentsense.co.uk/men-vs-women-online/>. [Accessed 8 December 2015].
 Ward, E. 2015. Gm-design. 28 May 2015. Hair and Beauty in 2015: The Rise of Male Grooming. [Online]
Available at: <http://www.gm-design.co.uk/blog/male-grooming/>. [Accessed 8 December 2015].
On-line
Resources for conducting this Presentation - 2
 Elle UK. 2015. The A/W15 Fashion Trend Report. [Online] Available at:
<http://www.elleuk.com/fashion/trends/autumn-winter-2015-top-catwalk-trends>. [Accessed 8 December 2015].
 Stylecaster. 2015. The 10 Best Spring Trends From New York Fashion Week. [Online] Available at:
<http://stylecaster.com/new-york-fashion-week-spring-2016-trends/>. [Accessed 6 December 2015].
 The Fashionisto. 2015. Spring/Summer 2016 Menswear Trends | New York Fashion Week: Men. [Online]
Available at: <http://www.thefashionisto.com/springsummer-2016-menswear-trends-new-york-fashion-week-
men/>. [Accessed 8 December 2015].
 Fashion Snoops. 2015. Top 10 Colors, Men's Fashion Market S/S 2016. [Online] Available at:
<https://www.weconnectfashion.com/articles/top-10-colors-men-s-fashion-market-s-s-2016>.
[Accessed 8 December 2015].
On-line
Resources for conducting this Presentation - 3
 Zara. 2015. Studio Oversized Coat. [Online] Available at: <http://www.zara.com/uk/en/sale/man/coats-and-trench-
coats/coats/studio-oversized-coat-c542158p3069567.html>. [Accessed 8 December 2015].
 Vogue. 2015. The Top Accessories Trends of Spring 2016. [Online] Available at:
<http://www.vogue.com/13361632/best-accessories-trends-spring-2016-runways>. [Accessed 10 December 2015].
 Statista. 2014. When buying clothing, which of the following do you often do? [Online] Available at:
<http://www.statista.com/statistics/291533/shoppers-buying-behaviour-clothing-in-the-united-kingdom-uk/>.
[Accessed 10 December 2015].
 Mintel. 2015. Mintel identifies Four Key UK Consumer Trends for 2015. [Online] Available at:
<http://www.mintel.com/press-centre/social-and-lifestyle/mintel-identifies-four-key-uk-consumer-trends-for-
2015>. [Accessed 10 December 2015].
On-line

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Blue Inc SWOT Analysis Presentation 7.1.16

  • 1. SWOT Analysis . Presented by Vanessa Ash 2015 In-store & On-line Marketing Communications for Blue Inc. Copyright © 2015 Vanessa Ash
  • 2. 2. Identifying Blue Inc.’s Weaknesses Pages: In-store 1-2 On-line 2 Overview 3 On-line 3 Overview 4-6 In-store 7-8 On-line 9 General 10 On-line 10 3. Identifying Blue Inc.’s Opportunities 1. Identifying Blue Inc.’s Strengths 4. Identifying Blue Inc.’s Threats Contents
  • 3. Identifying Blue Inc.’s Strengths - 1 In-store  Niche target market is a competitive advantage, ‘Style and Value for the under 25’s. (Blue Inc.’s brand Vision)  Brand Reputation: Performance in recent years – Listed in The Sunday Times Virgin Fast track 100 in 2013.  Store marketing offers and discounts are attention grabbing.  Located in ‘price sensitive’ areas including Peckham and Elephant & Castle which is consistent with Blue Inc.’s low cost pricing strategy.  Store positioning in high traffic areas where the target market will be. (Westfield Shopping centres, Flagship store on Oxford Street and Hammersmith’s Kings Mall etc.) 1 1. Copyright © 2015 Vanessa Ash
  • 4. Identifying Blue Inc.’s Strengths - 2 On-line  Click and Collect service – ‘64% say they are shopping on-line more because of click-and-collect.’ (Mintel 2014)  Engaging Facebook Content – Promoting Blue Inc.’s discounts, new product ranges (i.e. Women’s plus-size range) as well as funny meme’s, quotes and images for the younger demographic to relate with.  Easy Website Navigation – Sections are easy to find, Sales sections are highlighted, other information including store locator, app information and prompts to subscribe to Blue Inc.’s Newsletter are easy to find on the Homepage.  Mobile App – Effective shopping experience for on the go shopping. In-store  Personable Customer Service – Sales Assistants welcome consumers when they enter the store, perception is easy going and down to earth, they readily give their opinion on products to help their customers out. (My experience at Blue Inc.’s stores in Wandsworth, Croydon and Westfield White City) 2 (Examples from Facebook page) 1.
  • 5. Identifying Blue Inc.’s Weaknesses In-store  Store Positioning/Expansion – several of Blue Inc.’s stores are located in busy shopping centres which results in intense competition. Unless you are specifically looking for Blue Inc. or notice it when passing by, you are most likely to miss it. (My experience at Westfield White City shopping) Overview  Blue Inc. has a limited Womenswear range compared to its competitors. An estimated 57.9% of women spend their money buying clothes as a form of retail therapy. (Payment sense 2015) However Blue Inc. has an advantage in attracting consumers to its Plus-size clothing range launching in the near future. ‘The UK spend on plus-size clothing hit £3.1 billion in 2014 and this market is continuing to grow’. (Fashion United 2015) 3 2. Copyright © 2015 Vanessa Ash
  • 6. Identifying Blue Inc.’s Opportunities - 1  Get inspiration from ‘High Fashion’ trends for Spring/Summer 2016 but only adopt the Trends which are edgier and are consistent with Blue Inc.’s product style range. Still incorporate warm Winter clothing (marled knits, Bomber Jackets) but adopt some of the Spring/Summer trends earlier in the year.  The new trends should be displayed on in-store Billboards with images combining the high fashion trends with the trends Blue Inc. has in-store. This gives shoppers the impression that Blue Inc. is fashion forward – reinforcing Blue Inc.’s image as providing a trendy and affordable clothing range. Overview Trending this Season! Oversized Coats from £15! 4 Examples of trends for Spring/Summer 2016: (Women) - Shoulder show-off & The Creeper Sandal/Flatform (Elle UK 2015) - Blue and Orange colour combinations (StyleCaster 2015) (Men) - Oversize coats & Elongated tops (The Fashionisto 2015) - Brown, Indigo and ‘Faint Grey’ colours (Fashion Snoops, 2015) Blue Inc.Catwalk 2016 3.
  • 7. Identifying Blue Inc.’s Opportunities - 2  Blue Inc. can partner with well-known celebrities and provide their clothing collections in-store and on-line.  Ideal celebrities should be: - Perceived as trendy and fashion savvy - Enjoy and are regularly seen wearing edgy, casual, sporty and urban clothing in the public eye - Are UK based celebrities or are well-known in the UK  Several of Blue Inc.’s Competitors have done this and it has been proven to boost a company’s image. Overview 5 Examples of recent collections from fashion savvy celebrities: - Kate Moss collection for Topshop - Kendall and Kylie Jenner’s holiday collection with Topshop 2015 - Nicole Scherzinger’s AW14 collection with Misguided.co.uk - David Beckham’s Autumn 2015 collection for Topshop 3.
  • 8. Identifying Blue Inc.’s Opportunities - 3  Provide Blue Inc.’s Press releases and marketing materials in-store – displayed somewhere visual such as a small display stand or on the counter.  Store Positioning/Expansion - new stores should be located on high roads in ‘price sensitive’ areas instead of in Shopping Centres, the stores will be easier to find and the store will visually stand out more.  A potential location can be on Brixton High street. With the regeneration scheme in Brixton (Brixton Village 2013) and young professionals moving into the area as well as the existing demographic; Blue Inc. are more likely to thrive. (Financial Times 2013) Overview 6 3.
  • 9. Identifying Blue Inc.’s Opportunities - 4  Stock Men’s Grooming products in-store and extend the product range on-line. This may influence impulse buying. Opportunity to increase sales as sales in the male grooming market are expected to grow. “The Male grooming market is predicted to reach an estimated £121 million by 2018”. (Ward 2015)  Stock Men’s Car, Bike and DIY accessories in-store including phone and mp3 chargers, bicycle bells, rear bicycle lights, pack of screwdrivers.  Extend Women’s accessories in-store with styles which are on trend for Spring/Summer 2016. Promote the accessories range on the shop window and at the front of Womenswear. In-store 7 Examples of trends which can be used for Spring/Summer 2016: (Women) - Shoulder duster Earrings - Hair jewellery - Choker Necklaces (Vogue 2015) 3. Copyright © 2015 Vanessa Ash
  • 10. Identifying Blue Inc.’s Opportunities - 5  The Novelty products Blue Inc. sells could be discounted during the Christmas period. E.g. The drinking games are popular at this time of year specifically New Years so these should be on special offer and be displayed at the front of the stores to draw the target market in. (younger demographic) Typically these products are sold near the tills.  In the future, Blue Inc. can have a stand alone store for plus-size clothing only. (i.e. Gap has several stand alone stores for its Kids clothing range) In-store 8 3. Copyright © 2015 Vanessa Ash
  • 11. Identifying Blue Inc.’s Opportunities - 6  On the Website, Blue Inc. should use mannequins or real life models to wear the clothes so the consumers can get a realistic idea of how the clothes hang on the body. This is especially important with the launch of the Women’s plus-size range.  Statistics - 70% of internet users buy clothing and footwear on-line. On-line purchasing peaks among the 16 – 24 year olds by 76% (Mintel 2014)  Youtube Broadcasting platform – Blue Inc.’s fashion shows and interview videos can be displayed on the Website’s Homepage and on Facebook for instant exposure as the web users have easy access to it.  Can team up and trade with another e-tailer like Asos and sell some of its product range (Asos gets a % out of the Blue Inc.’s products that are sold) on their website to increase brand awareness and sales. This will also indirectly draw traffic to Blue Inc.’s website. (Similar arrangement to Mossimo) On-Line 9 3.
  • 12. Identifying Blue Inc.’s Threats On-line  Significant On-line Competition - Asos, Boohoo, Misguided e-tailers specialise in on-line fashion with similar target market (age range and behavioural shopping behaviours) providing affordable young fashion.  These e-tailers make up a large portion of the on-line clothing market. However, Blue Inc. has an advantage over these e-tailers as they provide visual and on-line stores to reach consumers with different shopping habits. The Website and mobile app make it easier for consumers to view Blue Inc.’s product range. ‘30% of UK Consumers research on-line before they buy’. (Statista 2014) General  Popular Competitors including Topshop, H&M and Urban Outfitters dominate the high street. 10 4.
  • 13. Resources for conducting this Presentation  Wandsworth Southside Shopping Centre (Medium sized store)  Westfield White City Shopping Centre (Small – Medium sized store)  Several stores in Westfield Shopping Centre including Urban Outfitters, New Look, River Island and GAP In-store
  • 14. Resources for conducting this Presentation - 1  Blue Inc.’s resources - Website, Facebook page, Instagram, LinkedIn page and Youtube videos  Similar Competitor’s on-line shopping Websites including Urban celebrity.com  Financial Times. 2013. UK Property prices soar in Brixton as professionals move in. [Online] Available at: <http://www.ft.com/cms/s/2/4655a078-3c98-11e3-a8c4-00144feab7de.html>. [Accessed 6 December 2015].  Fashion United. 2015. Spend for Plus-Size Fashion to hit 5.4 billion pounds in 2015. [Online] Available at: <https://fashionunited.uk/news/fashion/spend-for-plus-size-fashion-to-hit-5-4-billion-pounds-in- 2015/2015091517682>. [Accessed 6 December 2015].  Paymentsense. 2015. Infographic Do men and women shop differently online? [Online] Available at: <http://www.paymentsense.co.uk/men-vs-women-online/>. [Accessed 8 December 2015].  Ward, E. 2015. Gm-design. 28 May 2015. Hair and Beauty in 2015: The Rise of Male Grooming. [Online] Available at: <http://www.gm-design.co.uk/blog/male-grooming/>. [Accessed 8 December 2015]. On-line
  • 15. Resources for conducting this Presentation - 2  Elle UK. 2015. The A/W15 Fashion Trend Report. [Online] Available at: <http://www.elleuk.com/fashion/trends/autumn-winter-2015-top-catwalk-trends>. [Accessed 8 December 2015].  Stylecaster. 2015. The 10 Best Spring Trends From New York Fashion Week. [Online] Available at: <http://stylecaster.com/new-york-fashion-week-spring-2016-trends/>. [Accessed 6 December 2015].  The Fashionisto. 2015. Spring/Summer 2016 Menswear Trends | New York Fashion Week: Men. [Online] Available at: <http://www.thefashionisto.com/springsummer-2016-menswear-trends-new-york-fashion-week- men/>. [Accessed 8 December 2015].  Fashion Snoops. 2015. Top 10 Colors, Men's Fashion Market S/S 2016. [Online] Available at: <https://www.weconnectfashion.com/articles/top-10-colors-men-s-fashion-market-s-s-2016>. [Accessed 8 December 2015]. On-line
  • 16. Resources for conducting this Presentation - 3  Zara. 2015. Studio Oversized Coat. [Online] Available at: <http://www.zara.com/uk/en/sale/man/coats-and-trench- coats/coats/studio-oversized-coat-c542158p3069567.html>. [Accessed 8 December 2015].  Vogue. 2015. The Top Accessories Trends of Spring 2016. [Online] Available at: <http://www.vogue.com/13361632/best-accessories-trends-spring-2016-runways>. [Accessed 10 December 2015].  Statista. 2014. When buying clothing, which of the following do you often do? [Online] Available at: <http://www.statista.com/statistics/291533/shoppers-buying-behaviour-clothing-in-the-united-kingdom-uk/>. [Accessed 10 December 2015].  Mintel. 2015. Mintel identifies Four Key UK Consumer Trends for 2015. [Online] Available at: <http://www.mintel.com/press-centre/social-and-lifestyle/mintel-identifies-four-key-uk-consumer-trends-for- 2015>. [Accessed 10 December 2015]. On-line