Marketing Concepts - Marks and Spencers
Introduction
Per Una believe they “deliver high quality style for the modern woman.” This objective drives the company resulting in a turnover of more than £423.5 million in 2006/2007.
Per Una was detrimental to the revival of Marks and Spencer and it accounted for one quarter of their total women’s wear sales last year.
Born from George Davis in 2001, the label tries to replicate the Italian catwalk trends through “safe fashion” that is “trendy and stylish.” With this in mind is Per Una achieving and retaining their initial vision in this competitive fashion market?
Procedure
The information has been gathered from various sources and in different manners and media, in order to gain a wide variety of viewpoints and objectives to provide an accurate overview. ← An interview with a marketing assistant working for per una and a marketing manager of Per Una, Marble Arch. ← Store Visits: At various stages in the research process store visits have been undertaken and will be referred in the context of trend analysis, observations and consumer behaviour analysis. ← Media resources: The internet – Mintel reports ← Literary: The “Per Una Excellence File” - sourced from the Per Una marketing team.
Marketing Positioning and Segmentation
Positioning
The fact that “Marks & Spencer has a broad demographic appeal to both UK men and women, although it is primarily the “safe haven” for 45+. Of particular note is that M&S reports that the over 45 age group accounts for 75% of turnover”,( Mintel, 2007) thus the report, along with the information derived from mintel and its’ own primary research, has identified the key challenge for Per Una is to appeal to more 30’s through alteration of the brands positioning. The sub-branding, and fast fashion segmentations implicated will contribute to this objective.
Sub-branding
“The M & S approach of segmenting the product offer insight that clear sub-brands can go some way towards enabling the retailer to cater
Per Una believe they “deliver high quality style for the modern woman.” This objective drives the company resulting in a turnover of more than £423.5 million in 2006/2007.
Per Una was detrimental to the revival of Marks and Spencer and it accounted for one quarter of their total women’s wear sales last year.
Born from George Davis in 2001, the label tries to replicate the Italian catwalk trends through “safe fashion” that is “trendy and stylish.” With this in mind is Per Una achieving and retaining their initial vision in this competitive fashion market?
Procedure
The information has been gathered from various sources and in different manners and media, in order to gain a wide variety of viewpoints and objectives to provide an accurate overview. ← An interview with a marketing assistant working for per una and a marketing manager of Per Una, Marble Arch. ← Store Visits: At various stages in the research process store visits have been undertaken and will be referred in the context of trend analysis, observations and consumer behaviour analysis. ← Media resources: The internet – Mintel reports ← Literary: The “Per Una Excellence File” - sourced from the Per Una marketing team.
Marketing Positioning and Segmentation
Positioning
The fact that “Marks & Spencer has a broad demographic appeal to both UK men and women, although it is primarily the “safe haven” for 45+. Of particular note is that M&S reports that the over 45 age group accounts for 75% of turnover”,( Mintel, 2007) thus the report, along with the information derived from mintel and its’ own primary research, has identified the key challenge for Per Una is to appeal to more 30’s through alteration of the brands positioning. The sub-branding, and fast fashion segmentations implicated will contribute to this objective.
Sub-branding
“The M & S approach of segmenting the product offer insight that clear sub-brands can go some way towards enabling the retailer to cater
Bibliography: ← (“Per Una Excellence file” Marketing guidelines. October 2007) ← (Marks and Spencer’s annual report 2007) http://www.marksandspencers.com/anualreport2007 (Accessed on 23rd December 2007) ← “Vouge.com; Home Page Downloaded from www.vogue.co.uk (Accessed on 5th January 2008) (Accessed on 3rd February 2008) ← Nielsen Media Research ← “Top marks for Per Una and its clever themes” Last updated 3/06/2005; Downloaded from http://www.telegraph.co.uk/fashion/main.jhtml?xml=/fashion/2005/06/03/nfash03.xml (Accessed on 5th March 2008) ← Dibb, S; Marketing: Concepts and Strategies, 2001 Boston Houghton Miffin -----------------------