1. Marketing Strategy
Giulia Stockmann

2. Content SWOT Analysis Target Customer Profile Ansoff Matrix  
SWOT Analysis
Target Customer Profile
Ansoff Matrix
Marketing Strategy
 Sweaty Betty
 Competitors (Selfridges)
 Crussh Juice Bar
 Loyalty Cards
 In-store Set Up
 Advertising & promotion
 New Target Customer Profile
Statistics – Active & Healthy Lifestyle
Survey
References

3. SWOT Analysis Strengths Weaknesses Opportunities Threats
Family owned business
Well known across the UK
Loyal customers
Strong management
Great locations across UK
Regional approach
Personal shopping and other services
High quality products
No online-shopping
Lack of innovation and new ideas
No advertising
No loyalty cards
No own label (e.g. John Lewis, Selfridges)
Lacking brand awareness
Opportunities
Threats
Strengthen online presence
Product/market development and possible diversification (although rather risky)  Reach larger target audience
Advertising through cooperation with celebrities
Possible expansion to other countries
Competition e.g. luxury department stores (Selfridges, Liberty, Harrods, Harvey Nichols) or department stores with good customer service (John Lewis, Debenhams, HoF)
Further decrease in sales (lack of regular purchases)
Macro-environmental aspects e.g. changes in economy, politics or demographics

4. Target Customer
General target customer: 40 to 60 year old women with income of above £25,000
Age of customers varies from time to time with occasional visit of over 25 year olds
Working or non working, married and family-oriented couples in their 40s and 50s still represent main customer, loyal and willing to purchase Fenwick’s goods on regular basis (especially on weekends)

5. Ansoff Matrix Product Development Market Penetration Market
Diversification

6. Marketing Strategy To maintain target customer base
Show innovation without drastic changes
To improve marketing strategy Mintel suggest collaborations with designers can help Fenwick to set themselves apart from competitors
Launching new product line by existent designer
 Moving forward to create fresher, more exciting vibe to keep up with competitors

7. Marketing Strategy - Sportswear
New product range featured on 3rd floor (“Weekend” floor)
Product range: active wear consisting of collection especially designed for department store by British sports retailer Sweaty Betty  benefit from expanding customer base and motivating more people to become physically active
Sportswear collection made for fitness, yoga and aerobic purposes only
To make purchase quick & easy: product range reduced to leggings, shirts, sweaters and sports bras

8. Sweaty Betty for Fenwick
Soft, beachy tones to set the vibe on new healthy, balanced lifestyle in new sportswear (silhouettes are missing)

9. Pricing & Sizes Pricing Core range Mid range High range All items
£ 29,00
£ 50,00
£ 70,00
Sizes
Tops
Bottoms
Bras
XS, S, M, L, XL
XXS, XS, S, M, L, XL
XS, S, M, L

11. Crussh Juice Bar
Sportswear launch accompanied by fruit juice stand offering drinks from Fit Food chain ‘Crussh’
Fenwick will benefit from company’s popularity and social media presence (Facebook, Instagram, Twitter) to raise their brand awareness

12. Crussh Juice Bar

13. Loyalty Cards
42% of department store shoppers want better loyalty schemes
Introduction of Fenwick’s loyalty scheme: customers collect points at each purchase to get special offers e.g. 2-for-1 principle, free juices, or yoga & aerobic classes free for first 2 trials

14. In-store Set Up
Launch of sportswear: next to swimwear department on Fenwick’s top floor  normally attracts loyal customers who prefer trendy casual wear, working women and family oriented women
“Beautifully industrialized” theme of floor helps to promote sportswear as interior is more urban & modern compared to other floors

15. In-store Set Up
Third floor just like Selfridges for Sweaty Betty – beautifully modern industrialized theme

16. Product Display

17. Advertising & Promotion
Visual pulls e.g. chandelier made out of sneakers seen at niketown to attract customer, big visual merchandising outside window e.g. niketown, social media presence of collaborating brands crussh and sweaty betty, second model on ground floor next to escalator not only wearing denim but new sportswear too

18. New Target Customer Profile
30 to 55+ year old women interested in healthy, active lifestyle e.g. Elle MacPherson (51)
Loyal customers with monthly purchases
Family-oriented customers with potential new customers e.g. teenage daughters (16+) interested in sports
Women seeking to invest in trendy sports wear without having to visit intimidating sports shops e.g. Nike or Sports Direct
Involved in social media  potentially promoting Fenwick’s new marketing strategy

19. Statistics – Active & Healthy Lifestyle
2011: Sports clothing market worth £4.8billion estimated to grow up to £5.9billion by  active wear very influential within world of fashion
Survey on health and fitness trends: majority of women aged 45+ think want to do more about health and want to lose weight  growing desire of a healthier, more active lifestyle
Most popular activities targeted at women above 40: fitness, yoga & aerobics
2014: survey on consumer behavior regarding healthy living: 58% of people eat more healthily, 41% participate in outdoor sports & exercising more often, 26% have joined gym or fitness club
Blurry line between fashion and sportswear continues and more and more retailers include trendy active wear into their collections inspiring clientele to a healthier lifestyle
(Source: Mintel)

20. Survey – Fenwick Customer
Do you shop at Fenwick regularly and
would consider yourself a loyal customer?
Reasons for visit: convenience, loyalty,
accessories, third floor, beauty
What other department stores do you shop in?
Would you buy Fenwick
sportswear?
85%
YES
15% NO
Selfridges
40%
Liberty
60%
YES ✗ NO

21. References Images : https://www.pinterest.com/pin/272890058644616742/
Mintel Group Ltd (April 2014). Department Store Retailing, UK. Fenwick.
Mintel Group Ltd (April 2014). Department Store Retailing, UK. The Consumer, Level of Satisfaction with Department Stores.
Mintel Group Ltd (April 2014). Department Stores, Europe. John Lewis.
Mintel Group Ltd (April 2014). Department Store Retailing, UK. Online.
Mintel Group Ltd (April 2014). Department Store Retailing, UK. The Consumer, What Would Encourage Consumers to Shop More at Department Stores.
Mintel Group Ltd (November 2014). Fruit Juice, Juice Drinks and Smoothies, UK. Companies and Products.
Mintel Group Ltd (May 2914). Healthy Lifestyles, China. The Consumer, Changes in Healthy Living Habits Compared to One Year Ago.
Mintel Group Ltd (December 2014). Performance Meets Style in Sportswear Retail.
Mintel Group Ltd (July 2014). Sports and Energy Drinks, China. The Consumer, Purchase Locations.
Mintel Group Ltd (August 2011). Sports Clothing and Footwear, UK. Executive Summary.
Mintel Group Ltd (May 2014). Womenswear, UK. The Consumer, Women’s Attitudes to Shopping for Clothes.
Fenwick. Available from
John Lewis. Available from
Selfridges. Available from
Liberty London. Available from
Crussh Fit Food. Available from
Sweaty Betty. Available from
Google (Images). Available from
WGSN (Images) Available from
Personal images, interview & survey taken at Fenwick, Bond Street, London.