Strategic Brand Analysis Project
Table of Contents
Table of Contents 2
1.0 Introduction 4
2.0 Performance of the UK Apparel Industry 4
2.1 Size/Value/Sales and Market Share 4
2.2 Profitability 7
2.3 Changes experienced 8
3.0 Selection 8
3.1 PESTLE Analysis 8
3.2 Market Trends 8
3.3 Impact on the firm 8
3.4 Vision of the next 5 Years 8
4.0 Competitor Analysis 8
4.1 Table of Criteria 8
4.2 Target Market 9
4.3 Marketing Mix Elements 9
4.4 Strengths and Weaknesses 9
4.5 Positioning 9
5.0 Chosen Brand 9
5.1 Specific Target Market 9
5.2 Brand Positioning 9
5.3 Marketing Communication 9
5.4 Brand Equity: CBBE Framework 9
5.5 Brand Architecture 9
5.6 Positioning 9
6.0 Recommendations 9
6.1 Generating Options 9
6.2 Marketing Mix Elements 9
6.3 Marketing Communications 9
6.4 Proposed Strategies 9
7.0 Conclusion 9
List of References 10
Various industries in the US and across the globe are experience significant growths owing to market dynamisms, which are highly defined by changing consumer demands, needs, wants, and expectations. What’s more, the fact that existing firms in specific industries are doing well coupled with few barriers to entry, new firms are continued to be attracted into the industry. As the number of players in an industry increases the level of competition also increases. A good example of an industry that has experienced significant growth owing to the aforementioned factors in US is the Apparel Industry. US Apparel Industry is made up a number of brands that continue to compete for the market. US Apparel Industry is made up of a number of brands including American Eagle, A&F, Asos, and the Urban outfitters amongst others. It would be imperative to evaluate the market as well as financial performance of these brands in order to establish how they are coping with increasing competition.
Therefore, the present report looks at market and financial performance of American Eagle, A&F, Asos, and the Urban outfitters representing the US Apparel Industry. The report analyses the market trends for the sector besides presenting an overview of the opportunities and threats (dynamics and the driving forces) in the market place through forecasting into five years from present. The report also identifies and compares core competitors in the market by evaluating American Eagle, A&F, Asos, and the Urban outfitters through a summary of their critical strengths and weaknesses. A comparison of core differences is done through evaluation of their marketing activities including brand position. Based on such analysis, the report then selects American Eagle and analyses its strategic marketing and brand direction to date. While focusing on American Eagle, the report identifies strategic marketing to deliver growth for and explore the implications for marketing communications. Various recommendations are provided in addition to summarizing the main points and developing a professional practice review documenting the group activity such as inputs and outputs, objectives, meetings notes, timings and will evaluate the overall contribution by each group member.
2.0Performance of the UK Apparel Industry
This section of the report will evaluate the performance of UK Apparel Industry based on the size, value, sales, and market share. While looking at such metrics, the report will basically try to focus on the four brands. In addition, the report will look at the profitability and changes experienced in the industry.
2.1Size/Value/Sales and Market Share
With reference to size, value, sales, and market share, the UK Apparel or Fashion Industry has continued to record positive trends and metrics. According to Pure Market Report of 2016, UK has the highest rate of growth of consumer spending on clothing, footwear, and accessories in local currency between 2010 and 2015. Within the identified period, UK experienced a 28% growth rate in the consumer spending on clothing, footwear, and accessories as illustrated in the following chart:
Figure 1: Rate of Growth of Consumer Spending in Apparel
On the basis of the established growth rate, it is expected that the UK Apparel market is likely to be large enough to accommodate various players besides the fact that it shows positive signs of growing even in the future.
Comparing the growth rates in previous years, Pure Market Report of 2016 noted that there has been a positive trend in consumer spending on clothing, footwear, and accessories between 2010 and 2015 with a forecasted growth rate of 12.89% from 2015 to 2020. The following figure illustrates the changes in the growth rate in UK as relates to consumer spending on clothing, footwear, and accessories.
Figure 2: Annual Growth rate in Consumer Spending in Apparel Industry
Courtesy of Fig. 2 above, it can be established that in terms of market size, the UK Apparel Industry was valued at £51.1 billion in 2015 compared to £50.2 billion in 2014; a percentage change of 1.79%. The report also indicates that by 2020 the UK Apparel market is expected to be valued at £57.7 billion.
Data and information from Fabacus Overture (Fabacus.com, 2016) provide a summary of statistics from different databases especially with respect to the UK fashion industry. The following chart is a summary of the UK Fashion Industry Statistics as provided by Fabacus Overture (Fabacus.com, 2016):
Figure 3: UK Fashion Industry Statistics
On the basis of the above statistics, it is evident that from all the investigated databases, there has been significant positive improvement in performance of UK Fashion Industry. Such significant positive improvements are a clear indication that indeed the market is very favourable especially with reference to operations of various players.
Retail Economics (Retaileconomics.co.uk, 2016) further justifies the lucrative aspects of the UK Fashion Industry by providing a summary of the data as follows:
Figure 4: UK Fashion Industry at a Glance
Based on the information derived from Retail Economics, it can be established that with total sales of £339 billion and an annual growth rate of 10% of online sales, UK Fashion Industry has a good outlook and is likely to experience significant changes. What’s more, the UK Fashion Industry has made significant contribution to the overall UK economy by employing approximately 2.8 million people in 2015 and contributing 5% of the total GDP.
In terms of profitability, data and information from PwC indicates that UK Fashion Industry is very profitable considering the growth in various aspects. PwC establishes the fact that UK Fashion Industry has exhibited a positive trend since 2005 and it is expected to exhibit same trends to 2020. Such trends are an indication that the industry is very profitable.
Figure 5: UK Fashion Industry
It is also important to note that the various sectors or segments of the UK Fashion Industry have exhibited positive trends in terms of CAGR as illustrated in the following chart:
Figure 6: CAGR of the Segments of UK Fashion Industry
Justifying high profitability, data and information from Office of National Statistics have also shown that UK Fashion Industry is such that the quantity bought has been increasing over the years with the amount spend increasing on one hand and store price inflation fluctuating. With increasing amount spent and reduction in store price inflation, it means that players within UK Fashion Industry have been realising high profits.
Figure 7: Trend in the UK Fashion Industry
Given the fact that A&F has been selected, this section will try to provide rationale for selecting it. Amongst the aspects that will be investigated include PESTLE analysis, market trends, the impacts of the same on the brands, and vision for the next half a decade.
3.3Impact on the firm
3.4Vision of the next 5 Years
This section will provide an understanding of the competition. Competitor analysis will be conducted on the basis of table of criteria, target market, marketing mix elements, strengths and weaknesses, and positioning.
4.1Table of Criteria
4.3Marketing Mix Elements
4.4Strengths and Weaknesses
This section will concentrate mainly on the chosen brand. The chosen brand will be analyzed on various aspects. The specific aspects will include specific target market for the selected brand, brand positioning, marketing communication, brand equity, brand architecture, and the positioning of the brand.
5.1Specific Target Market
5.4Brand Equity: CBBE Framework
Specific recommendations will be included in this section. The recommendations will revolve around generating options, marketing mix elements, marketing communications, and proposed strategies.
6.2Marketing Mix Elements
This paper makes a concluding statement, which summarizes the main points discussed in the report in all the sections.
List of References