Christmas Jumpers

Agnieszka GodlewskaJames ToossiKath Grant

Jorge Ramírez La Roche

Company history

• The company was established in 2014 by four friends who loved Christmas so much, they wanted to celebrate it every minute of every day.

• Online store

Brand proposition

• Enjoy Christmas every day from early December

• Simple brand name that customers can easily associate and recognise when shopping for Christmas or winter jumpers. 

• Easily found on the web

The rise and rise of the Christmas Jumpers

Growing Market• Christmas Jumpers have gone from "You really shouldn't have" to "the season's must-have" in the

space of a few years• About half of us now admit to owning one • The tipping point (or should that be knitting point) can be traced back to 2011, when

Amazon reported a 600 per cent increase in sales from the previous year.• ASDA has reported sales of festive knitwear are up 160 per cent over the same period last year

and recently sold their millionth novelty knit.• Debenhams said sales have shot up by 200 per cent compared with the same period last year• Online retailer Amazon also reported strong demand.• There is a strong association with raising money for charity. Over the last couple of years Save The

Children  has organised a Christmas Jumper Day.• This year’s event takes place on Friday 12th December and will look to smash last year’s £1,000,000

Competitors

• ASDA/other online supermarkets • Amazon• www.funkychristmasjumpers.com• Next/Debenhams in store and online • Online fashion retailers like ASOS, Boohoo etc

Target Market

• Everyone - half of the population own one• Market can be segmented into men / women/ children /

dogs! • People whose workplace or organisation is supporting

Save the Children Christmas Jumper Day • Make a great Christmas gift

Marketing Strategy

• Website• Social Media• Email newsletter• Web traffic and SEO• Save the Children• Tie-ins - this morning competition

Digital Marketing Campaign• Website - “sign-up today for 20% off” on landing pages • Email campaign – 1-2 weekly offering incentives such as

discounts/BOGOHP/ Black Friday offers/free gifts/ free delivery / tie-ins • Become a partner to Save The Children for their Christmas Jumper

Day 2014 – 10% donation to STC when using a code on website • Tie in with This Morning Christmas Jumper Competition – “The Knit

before Christmas” advertising on This Morning website • Pay for Google Adwords “christmas jumper” “xmas jumper” etc

Website

Website

Social Media

• Facebook competition on christmasjumpers.com page – vouchers/prizes for best Christmas jumper picture

• Targeted advertising campaign on Facebook – people looking on the Save the Children page

Email newsletter

Website traffic and SEO

• Keywords and phrases – “christmas jumpers”, “xmas jumpers”, “cheap christmas jumpers” “christmas jumper day”, “save the children”, “christmas sweater”, “ winter jumper”, “winter sweater”, “jumper”, “sweater” etc

• External links to and from Save the Children/This Morning websites

• Facebook competition

Save the Children

Tie-ins - This Morning competition

Go and buy a Christmas Jumper for this Christmas!!!!

Thank you for your attention