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Contents Chapter 1 1.1 Executive Summary 1.2 Marketing Strategy Objectives 1.3 Concept, Inspiration & Brand Development 1.4 Design Philosophy 1.5 Consumer Profiles Lila Irina Audrey 1.6 Market Positioning Chapter 2 - Product 2.1 Product Description 2.2 Colour Story and Fabrics 2.3 Range Plan 2.4 Products 2.5 Sizing 2.6 Timescale Chapter 3- Price 3.1 Pricing Strategy 3.2 Costing Details 3.3 Competition Price Analysis 3.4 Distribution & Head Office Costs 3.5 Predicted Profit

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Chapter 4- Place 4.1 Stockists 4.2 Shop mock ups /POS 4.3 Website mock ups 4.4 Head Office Location 4.5 Distribution Plan 4.6 Product Allocation 4.7 Expansion Plans Chapter 5- Promotion 5.1 Promotional Objectives 5.2 Branding 5.3 Press Release 5.4 Website 5.5 Product Launch Event 5.6 Magazine Editorials 5.7 Promotional Costing Chapter 6- Future Plans 6.1 Future Plans and collaborations Conclusion Bibliography Word Count

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chapter one

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1.1 Executive Summary Blackwhiteblush is an exclusive high-end beachwear/cruise brand, designed and manufactured in the UK. The pieces in its debut collection look to give a fresh take on 21st century holiday wear. As a brand, Blackwhiteblush looks to build links with the beauty industry to add value to its product- and promote good health and wellbeing amongst young females, especially when it comes to sun care. London based- in its first year the brand aims to be sold in Selfridges, Harvey Nichols and online at Net-a-porter, and in Paris concept store Colette. This marketing report will talk through the brands product, its pricing strategy, where the brand can be purchased, and how the brand will be promoted.

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1.2 Marketing Strategy Objectives To successfully launch a new British beachwear/cruise brand. To establish Blackwhiteblush as an exclusive, luxury brand. To secure high-end department stores as key stockists. To be the first brand to use UV inks subtly in beachwear/cruise wear. To cater for consumers wanting a tan through option of beachwear. To increase awareness of the effects of prolonged exposure to the sun. To successfully promote the brand thereby securing high sales of its debut collection. To ideally break even in the brands first year of business.

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1.3 Concept, Brand Development and Inspiration In the UK swimwear market, there is a lack of iconic, must-have British brands, although each high street store offers a range of swim pieces in the summer months, and top designers offer us their swimwear lines. Brands that focuses purely on holiday wear are not as common. The initial concept behind Blackwhiteblush, was to create a fashionable swimwear brand, all designed and manufactured in the UK, giving a tongue in cheek approach to what modern day “swimwear” has become- “poolside wear”. Originally Blackwhiteblush looked at creating a capsule collection of one-piece suits- which using the latest technologies and smart fibres, pushed the boundaries of traditional swimwear, in both the silhouette and fabrics used, breaking out of the stereotypical fabrics such as Nylon and Lycra, to make shapes more interesting and the product more luxurious. After extensive market and trend research, this developed into conceptual cruise wear/beachwear collection, boasting one pieces, separates, cover ups and headwear, hoping to increase the brands audience and eventually sales. The colours will follows the brand’s name and each collection will be black, white, with the blush colours being dependent on colour trends for that season. As well as its unique shapes, Blackwhiteblush will be known for its unusual and bold prints. As a brand Blackwhiteblush champions new technologies and developments in both the beauty and textile industry. Blackwhiteblush will look to incorporate any new advances into future collections. These added features will be optional to customers, and will start to shape the brand’s pricing strategy. The Spring Summer 2014 collection will use UV sensitive inks, which increase in intensity after prolonged exposure, revealing a second pattern on the garment. Along with careful promotion, this concept sets out to help increase awareness of sun care for both the body & hair.

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1.4 Design Philosophy

Every Blackwhiteblush product will be designed and made within the UK, ensuring the highest of quality at each step of the design process.

Designing and manufacturing in the UK will support the economy, and reduce the brands carbon footprint.

Each piece is designed to be quirky, with a tongue-in-cheek approach to modern-day swimwear.

Each item will boast Blackwhiteblush’s signature prints, created using the latest in printing technology.

As a brand Blackwhiteblush looks to bring the latest findings in the beauty and textile industry to its products.

Each collection will consist of around 2000 garments, ensuring exclusivity.

Each product is designed and made with care, and sent immaculately packaged to all stockists, providing a luxury experience for both stockist and consumer.

To promote healthy tanning with in female consumer base.

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1.5 Consumer Profiles Primarily Blackwhiteblush has three target markets. .

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lima.

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irina.

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audrey.

1.6 Market Positioning The market position of Blackwhiteblush is demonstrated within the competitors’ matrix, showing its position in both the UK market, and

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outside of that against brands from all over the world. In the UK the brand is placed just under swimwear lines put out by catwalk designers such as Marc Jacobs, Emilio Pucci and Milly, yet it strives to compete with them, and will directly compete against them on the shop floor. The attention to detail and flattering fit sets it apart from most brands and it is the design and luxury feel keeps it above high street offerings from French Connection, Topshop and River Island. A typical like for like British competitor would be London based Melissa Odabash. Brazil and Australia in particular have the strongest brands when it comes to swimwear, posing greater competition against Blackwhiteblush. The market is more saturated, with so much more to choose from. Blackwhiteblush hopes to sit alongside brands commonly seen at Rio fashion week, and Australian favourites, Seafolly and We Are handsome. Ideally the brand would want to be competing for customers used to buying from the brand Zimmerman. Currently Blackwhiteblush is the only brand to be using UV sensitive inks, in its designs. UV sensitive hardware has been used before. Brand, Kiniki have been using tan through fabrics for a few years, and is the closest comparison in regards to advances in fabric technology.

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