MARKETING MIX
MARKETING MIX / 4 P'S RESEARCH
PRODUCT
- https://www.newlook.com
- looking at New Looks website, it is evident that they cater for; women, men and girls
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| The banner of tab options on their website |
- for women, they sell; clothing, going out, shoes and boots, accessories and bags, curves and plus size, maternity, petite, tall and brands (clearly a wide range)
- whereas their mens and girls options have less of a variety; clothing, basics, shoes and boots and accessories
- clearly, New Look offer a vast majority of products for women and is their main target market as they have many different options just in their 'clothing' section alone
- their physical stores are also set out to be about 1/2 women's clothing, 1/4 shoes and accessories and 1/4 for girls (from primary research of going into the store and looking around)
- NL have 800 new products uploaded to their website so these clothing options are also always changing to offer as many new styles and options for their customers as possible. This also reflects their fast fashion nature, as they continually update their products in order for it to reflect the latest current trends
- their clothes sizes range from 6-16 and XS-XL, but they also have a petite 4 and curve range sizes 18-32
- their shoe sizes range from 3-9 women's and 6-12 mens, and they also have a 'wide fit' shoe section for women
- their branded section stocks products from 25 brands including; Cameo Rose, Pink Vanilla, AX Paris and Mela
PRICE
- their physical stores are also set out to be about 1/2 women's clothing, 1/4 shoes and accessories and 1/4 for girls (from primary research of going into the store and looking around)
- NL have 800 new products uploaded to their website so these clothing options are also always changing to offer as many new styles and options for their customers as possible. This also reflects their fast fashion nature, as they continually update their products in order for it to reflect the latest current trends
- their clothes sizes range from 6-16 and XS-XL, but they also have a petite 4 and curve range sizes 18-32
- their shoe sizes range from 3-9 women's and 6-12 mens, and they also have a 'wide fit' shoe section for women
- their branded section stocks products from 25 brands including; Cameo Rose, Pink Vanilla, AX Paris and Mela
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| How their website appears when hovering over the 'brands' section |
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| A few of their brands as they appear on the website |
- https://www.newlook.com
- looking at their website, you can see that their prices range from £3-£55, and their branded items go up to £99
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| Their price bar states that their prices range from £2-£99 |
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| Sliding the bar to see the cheapest option, I can see that the cheapest thing they sell is a basic cami in black and white for £2.99 |
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| Sliding the bar to see the most expensive option, I can see that this is a real leather biker jacket which sells for £99.99 (a very expensive price for NL's affordable reputation) |
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| The most expensive banded items they sell are £80 jackets from NA-KD and Blue Vanilla |
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The cheapest branded item they sell is a mini wallet from Pink Vanilla for £5
- NL is continuing to cut prices as it tries to turnaround its business
- NL want 80% of its products to be under £20
- the price cuts are due to falling sales (like-for-like sales dropped 11.7% in the financial year and website sales dropped 19%)
- they entered into a CVA to try and sort out their debts
- its trying to broaden its target market to 18-45 year olds
- 35% of NL's customers are in the DE socio demographic group, which is people with the least amount of disposable income
- this therefore reflects the fact that NL generally have such cheap prices as these people are attracted by them and thus shop there for them
- in turn, NL recognise that these consumers shop there and continue selling their products for such low prices in order to attract them and to make sure that they remain loyal
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PLACE
- https://www.newlookgroup.com/who-are-we
- NL's first store was in Taunton, UK and it opened in 1969
- they now have 519 stores across the UK and Ireland
- their website ships to 66 countries around the worldwide (which creates a wider variety of customer nationalities and broadens the spectrum of customers and people who know about them in general)
- https://www.express.co.uk/life-style/life/935419/new-look-closing-down-stores-full-list-map-shutting
- at this time of publishment (2018) they had only shut 60 stores
- full list of New Looks UK store closures
- 1000 jobs will be scrapped
- this includes; London Oxford Circus, Leicester, Dundee, Leeds and Beckton
- https://www.retail-week.com/fashion/new-look-to-shut-all-stores-in-poland/7031435.article?authent=1
- New Look to shut all stores in Poland
- https://www.businessoffashion.com/articles/news-analysis/new-look-to-exit-china-and-close-120-stores
- New Look too exit China; closing 120 stores
- the decision to do this is part of a review of NL's international strategy
- "despite substantial investments in China in recent years, performance has been bowl expectations and this business has not achieved the necessary sales and profitability to support the future investment required to continue these operations" NL said
- https://academic.mintel.com/display/982670/?highlight#hit1
- by march 2019 New Look had closed 102 UK stores
- NL have exited their international markets and put their French, Chinese and Belgium stores into liquidation
PROMOTION
- primary research
- NL offer student discount all year round
- they continually have limited-time-only offers on their website and app
- NL have an 'offers' section on their website all year round
- they do seasonal sales in summer and winter
- they do big sales for Black Friday and cyber Monday (see Black Friday blog post) which allows them to compete with other brands who are doing the same sales, if they didn't participate in these sales consumers may wonder why
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| an example of a limited-time offer |
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| current offer |
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| current muyltibuy promotions (encouraging consumers to purchase more than one item as they believe it will be cheaper overall) |
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| NL update their offers weekly - enticing consumers to continually check their website |
- https://academic.mintel.com/display/983212/?highlight#hit1
- 61% of consumers find sales to be an overwhelming and unpleasant experience
- 6/10 people would avoid the sales period when shopping for clothes
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