Starting a High-End Female Sports Underwear in the UK Market - Essay Example

STARTING A HIGH-END FEMALE SPORTS UNDERWEAR IN THE UK MARKET By Insert Presented to Location Date Due Executive Summary The purpose of this report is to explore the state of the UK sports and underwear market in order to ascertain the appropriate strategy for starting a high-end female sports underwear brand in the region. Secondary data, mainly from Mintel database was used to help gather sufficient knowledge regarding the research objectives, while primary data was undertaken to help realize unexplored information through a survey, observations and semi-structured questionnaires (Edwards-Jones 2008). Relevant theory has been applied in line with the high-end female sports underwear situation. Competitive analysis reveals that the underwear market in the UK is highly competitive and overcrowded. It has an enormous extent, making it difficult to break it down to narrower segments. On this basis, the underwear market is regarded as too large for the high-end female sport underwear to handle. As such, the UK underwear market was eliminated from further exploration (Halasa 2008). The sportswear market is anticipated to grow in the coming years, reaching its peak in 2015 at 4.89 billion pounds (Morgan 2001). This growth has encouraged various non-sport retailers to widen their clothing lines, including clothing lines. The sportswear market is growing more quality conscious, and consumers have shown significant potential to pay for it. This has created an opportunity for the high-end female sports underwear in the region. Findings show that females aged between 21 and 24, both within active leisure and mainstream sport are the appropriate target group for the high-end female sports underwear in the UK. This group is an opportunity for the company, as it provides it with an opportunity to tailor its products, and offer wool underwear in line with sports underwear. Nike and Adidas are the major players in the market. As such, it is vital for the high-end female sports underwear start up to gain a strong position. By entering the market as an untraditional retailer, the company will build a strong brand and manage to enter the UK market successfully. An agent will be highly suitable, as this will offer the high-end female sport underwear company with sufficient information about the market. Concept 1.1 Concept Introduction The company will specialize in the production and sale of high-end female sports underwear brands. With sufficient information regarding the market, strong brands for children, men and women, the company will contribute to growth as well as profitability for convenience goods. The high-end female sport underwear brand will serve as part of an industrial conglomerate in London operating in 20 countries including Eastern Europe, U.S. and Asia. The company will derive its heritage from high-end female sports underwear. The company started its operations in 2008 consisting of only one brand market. In addition, the clients of the company will be operating in Sweden, Finland, Norway, with the main office in London. The employee base of the company is 100, with the leading supplier in Norway of textiles in convenience stores (Janković and Barboza 2009). In Norway, the clients have grown by 0.8 percent in the past year to 10 percent share of the sports underwear market for children, men, and women. The major focus for the start-up company will be to provide high-end female sports underwear. It will exercise innovative design and high quality in everything it does; stores, strategy, products, packaging, advertisement, and vision (Corporate Intelligence on Retailing 2001). All the product categories the company will offer will comprise of raw materials used to facilitate in improving quality, good support, and comfort to the clients. 1.2 Aims and Objectives This report will explore the UK sports and underwear market to help ascertain the appropriate strategy for the female sports underwear once it enters the UK market. The objective of the report include 1. Describe as well as analyse the current situation regarding the UK sports and underwear market. 2. Undertake a competitive analysis. 3. Examine as well as analyse prospect attitudes pertaining to high-end female sports underwear. 4. Provide an outline of potential retailers for the high-end female sports underwear start-up. 5. Implement major findings through discussion. 6. Conclude as well as provide recommendations for strategy of entry. 1.3 Unique Selling Point The unique selling point will be the busiest London streets, which are characterized by young women who love sporting activities. Other areas will be stadiums and gaming areas that women visit for leisure or sporting activities. Brand Ethos 2.1 Current Attitudes towards Lifestyle and Fitness In the United Kingdom, lifestyle and fitness choices are mostly appealing to young individuals in the early 21st century. Research reveals that the competing demands regarding young people’s time and impact of new technology (ChildWise a 2010). Regardless of the large market share for sport, it is finding it challenging to maintain or build its market share. To sustain its place as a major behavioural choice among young people, sport will have to adapt its offer as well as its image in ways that appeal to the increasingly perceptive client base (Ranchhod 2004). It will need to devise ways of taking advantage of the growing social media world, regardless of whether traditional boundaries pertaining to doing, interest, watching, playing, or engaging are becoming increasingly blurred (Coalter 2004). 2.2 Change in Gender Divide in Sports A report by the Women’s Sports and Fitness Foundation revealed that girls in the United Kingdom are not exercising enough, and that schools are the major determinants of encouraging girls to become active. In a research undertaken by Institute of Youth Sport in Loughborough University, more than half of girls refrain from engaging in physical activities due to the influence of school experiences that hinder them (Dominy 2010). Official figures reveal that approximately 12 percent of girls aged 14 years attain the recommended physical activity levels and half the number of girls simultaneously. This is regardless of 74 percent of girls stipulating that love to be healthier (Goretzki and Essar 2008). As part of the research process, a survey questioned 1,500 schoolchildren regarding their attitudes towards sport and fitness. More than half of the girls stipulated that they are hindered by the experiences they encounter in school from participating in sport. 45 percent of the girls said that sport is a highly competitive, and more than half stipulated that boys love sports more than girls do. More than half of the boys stipulated that boys have more chances of succeeding in sports than girls (Vanreusel, et al. 2011). About 48 percent of the girls stipulated that being sweaty is not feminine while a third of the boys stipulated that sporty girls are not feminine. 46 percent of the least active girls stipulated that they hate physical activities, while compared 26 percent of the most active ones. In addition, 43 percent of the girls agreed that there are more sporting role models for boys than there are for girls (Goretzki and Essar 2008). 2.3 Gap in the market A number of psychological factors surrounding self-confidence, self-identity, self-efficacy, perceived competence, and body image are fundamental to most young people in the UK regardless of whether a young individual participates in sports, and most importantly if they endure the participation when they reach adulthood (Cox, et al. 2006). These factors interact differently between young men and women who are exposed to early socialization process leading to gender stereotyping. Most individuals who lack self-confidence stipulate that they sporting venues are intimidating (Biddle, et al. 2004). This poses significant challenge for providers, most of whom are sporty, failing to understand how challenging it can be to enter a sporty environment with no self-confidence (Bocarro, et al. 2008). Such people are unsure of what they should do, what to say, the manner in which they should behave, and constantly worry about how other individuals perceive them. Additionally, extrinsic factors influence the decision to participate in lifestyle and fitness activities, such as cost and facilities (Victor and Dalzell 2007). However, they are second to the prevailing socio-psychological factors. These external factors have potential influence in participation, and serve as drop out catalysts (Wamsley 2013). They do not stimulate participation, particularly in the case of those individuals with negative psychological profiles, when engaging in fitness and lifestyle activities. 2.4 Ethos and Values of the Brand The high-end female sports underwear reflects that participation of most people in the UK is being wrapped up into broader statements regarding their identity and lifestyle. Research reveals there is an emerging trend towards lifestyle that is more lifestyle related, which reflects individualism as well as demand for chances that are present beyond traditional sport offers (Williams 2014). The challenge of improving value of the brand is how to tune the demand while sustaining essence of self-expression, freedom, and self-determination, which characterize these forms of activities. Once these kinds of fitness and lifestyle practices have been institutionalized, they tend to lose their original appeal (ChildWise b 2012). As such, although they can realize benefits when an organizational culture is strengthened, minor touch is required. Competitors 3.1 Introduction to Brand Competitor Study In the lifestyle market, significant competition prevails, particularly when an enterprise is entering a new market. This is the case with the UK market, which is more lifestyle oriented and has significant number of players in the market. Therefore, when an enterprise is entering the market, it should pursue a unique strategy that will allow the product to stand firm in the market. 3.2 Competitor Case Studies With regard to competition, potential entrants the major rivals for the high-end female sports underwear. The UK underwear market is highly competitive and is anticipated to become more competitive with the entrance of companies such as Victoria’s Secret, which is anticipated to target the high-end underwear market. In this case, it will be vital for the start-up company to differentiate itself from potential rivals when they enter the market (Sport Industry Research Centre 2006). A number of barriers to entry are also present in the market, while the switching power for clients is low, making entry threat high. The UK market is also anticipated to attract more rivals in the coming years based on the anticipated growth in the underwear market (Location Group Research, 2014). In the case of sportswear, major players, such as Adidas and Nike, which pose significant challenges when new firms try to enter the market, dominate the UK market. Just like in the case of the underwear market, the sportswear market is characterized by high switching costs, which are high for consumers based on rising brand loyalty (Tomilson, et al. 2010). Conversely, the recession significantly influenced the shopping habits of buyers, making them to be more price-conscious. In this perspective, non-sport retailers were forced to widen sportswear collections, posing significant threat to the sportswear market. Additionally, the Olympic Games that took place in 2012 attracted more competition in the UK sports market (Telema, et al. 2006). There is a wide range of underwear and sports market suppliers in the UK. Due to the idea that most purchases are governed by replacement, the customers have high purchasing power (International textiles 2011). The switching costs among customers are low in the UK market, meaning that they influence the prices and quality of sports underwear in the UK market. In the event of an economic downturn, clients seek retailers who are more price oriented. In this case, cheaper alternatives impose downward pressure in terms of pricing (Kirk 2006). As such, it is vital for high-end sports underwear retailers to differentiate themselves in diverse ways other than price, especially newest fashion trends and innovative designs (Institute of Textile Technology, 2006). In addition, since the internet’s evolution, clients have been able to gain access to enormous information, making them to have an industry’s overview (Mistakavets 2013). This has boosted their purchasing power whether it is in the sports- or underwear market. 3.3 Wider Field Competitors No direct substitutes prevail in the case of the sports- or underwear market. However, the rise of non-sport retailers in the market are providing less expensive underwear and sportswear collections (Economist Intelligence Unit, 2004). Additionally, supermarkets are providing cheap underwear in three packs. Because the underwear switching costs are low, there products may be treated as alternatives to high-end and specialized underwear. In the case of the sportswear market, brand loyalty is significantly high, making switching costs to be higher (International textiles, 2011). The threat associated with consumers purchasing non-labelled and cheap sportswear is less likely compared to the underwear market. 3.4 Market Price Overview Suppliers in the UK sportswear and underwear market have low bargaining power particularly because they compete in an environment that is characterized by high rivalry because of lowly concentrated clients. Retailers in these industries gain access to a broad range of manufacturers. This has been the trend in the recent years, especially while trying to locate cheaper manufacturers from overseas countries for their low costs of production (Bocarro, et al. 2008). This also includes the high-end female sportswear company, which will leave most European manufacturers struggling. However, since there is a shortage of cotton globally, retailers who use textile will be forced to raise the prices of their products, since they will become highly dependent on the raw material suppliers (Shephard and Trudeau 2007). The global deficiency of cotton is anticipated to impact on the high-end female sport underwear start up, as it will be using most of the cotton in designing its products. The company should therefore be cautious and opt for alternative fabrics to avoid suffering from this issue (Moore, et al. 2007). The level of competition in the UK sportswear and underwear market is high, particularly in the case of high-end retailers. As such, the marketplace is still overcrowded. Forecasts show that competition will become intense when new companies enter the market, starting with Victoria’s Secret. There is a likelihood that new rivals will influence the prevailing competition. As such, several retailers have altered their strategies to remain sustainable in the sector. For instance, La Senza, which is one of leading specialist retailers is among them, and is broadening their target age group. The high competition, will pose challenges for the high-end female sportswear company if they enter the market (Sender 2013). Moreover, companies, such as Adidas and Nike are the dominant forces in the sportswear industry. In 2006, Adidas acquired Reebok, making the firm even. The presence of these two high-end brands in the world pose challenges for other brands to penetrate and compete effectively in the industry. Additionally, with a large number of non-sport retailers widening their sport’s collection, they pose threats to established retailers, creating a high level of competitive rivalry (Sender 2013). Market Positioning 4.1 Competitor Market Summary While positioning itself in the sportswear and underwear market in the UK, the female high-end sports underwear should distinguish itself for it to direct its marketing resources to a certain target segment. In the UK, the sportswear competitive environment is divided into three main segments including women participating in mainstream sport, women having active leisure, and non-active women (Coalter 2004). Non-active women are the priority in this case, since the high-end female sports underwear company will have highest potential for buying their products. By segmenting women based on age, personality and lifestyle, it will be possible for the company to identify a potential target group (Goretzki and Essar 2008). 4.2 Brand Position in the Market In matters of geographical aspects, research shows that some differences prevail pertaining to geographic location of women who demand sport underwear. In London, for instance, approximately 60 percent of respondents stipulated that they could imagine themselves purchasing from sports collection, while 40 percent of women from Manchester imagine themselves doing so. However, the percentage of women who consider that they might buy were the highest in Manchester (Curtis, et al. 2008). This indicates that a great deal of clients from Manchester deserve to be persuaded to acquire the high-end sports underwear. This means that geographical location may not limit the customer’s potential for the high-end sports underwear, although it is a vital factor for the company to put into consideration (Foster, et al. 2009). 4.3 Core Consumer The women in mainstream sports are aged between 16 and 24 year. They mostly participate in football, volleyball, and dance activities. The group is also conscious about fashion. However, surveys reveal that age group aged between 15 and 20 years is less interested in the sports underwear the start-up company provides (NOP Social Research, 2008). This is an indication that females within this age bracket are interested in brands that they are familiar with. The high-end female sports underwear products are also appealing to women who do not participate in any specific sport (MORI 2007). These products are also appropriate who have active leisure, and prefer participating in activities such as tracking, walking, rambling, jogging, and hiking. In the United Kingdom, females aged between 24 and 44 years are the most active in matters of leisure activities (Wamsley 2013). 4.5 SWOT Analysis To determine whether high-end female sports underwear brand will pursue further international expansion into the UK sport underwear market, it is ital. to undertake an assessment of the company’s strengths to decide whether they hold any advantages towards the prevailing competitors. Strengths: One of the key areas that deserve to be deliberated upon when considering international expansion is the financial backbone of the company. The start-up firm is owned by a conglomerate, which is strongly represented in different parts of the world. The company is financially independent and improving their results on a constant basis. The good economy and good knowledge that characterizes the company regarding international business as well as expansion to other sectors would give the brand great strength once they enter the UK sports underwear market (Hines and Bruce 2012). With respect to domestic market, high-end female sports underwear is a leading supplier of textiles within its stores. The brand is realizing continuous growth in its domestic market, and has acquired 50 percent of the market. Only one major supplier if high-end products exists in this form of outlet. Additionally, the brand has realized a strong position in the overall domestic market for sports underwear when more than other clothing operators. This strength may give the brand more credibility when entering the UK sports underwear market, since it is superior reducing regular risks significantly (Goretzki and Essar 2008). The quality of high-end female sport underwear is another strength driving the brand forward. They use raw materials that are better suited to enhance quality, good support and comfort to the client. The brans provides breathability and cooling effect, making the company to be voted the best in Norway. Weaknesses: It is vital for an enterprise to acknowledge its weaknesses to help it see the areas it needs to make enhancements. It is vital to explore areas that lack performance to determine obstacles that hinder new entry into a market, or if it is capable of learning from its weaknesses and realize greater experience. The major weakness for the high-end female sports underwear brand is lack of international experience and knowledge. Apart from Norway, the company is currently represented in Finland and Sweden. These two markets are expensive and challenging. The other major weakness that the brand faces is weak international reputation. In any market the brand wants to enter, it should build a strong brand, since they have little brand beyond the market they enter (Coalter 2004). Opportunities: When looking for potential markets, the prospect one should offer certain benefits to the brand. Demand for quality is a major opportunity for the high-end female sports underwear brand. For instance, the UK market provides a broad range of opportunities for the brand, being the sixth biggest economy around the world (Kirk 2006). Additionally, the UK economy is realizing growth, though it has been slightly affected be the recent economic recession. Clients in the UK direct more attention to quality and would rather pay more for quality products. This can pose an opportunity for the brand, as they can develop perceptions that they offer high quality products at affordable prices (Shephard and Trudeau 2007). Social patterns shift provide additional opportunities for the high-end female sports underwear brand. Research shows that approximately 30 percent of women in the United Kingdom earn the highest in their households. Their income is anticipated to increase more in the coming years. This would give the brand access clients who want to pay more for quality (Goretzki and Essar 2008). Moreover, the UK sports underwear market has few barriers to entry. This gives the brand a fair chance of establishing themselves into the market. Since the switching costs are also low for clients in the UK market, it will be possible for the high-end sports underwear brand to attract potential clients in the new market (Sender 2013). Threats: Direct competition will be a factor for the brand to consider in UK market if they enter the UK sports underwear market. The market is highly competitive. For instance, top-rated retailer, making the market to be overcrowded, characterizes the underwear market. Additionally, 72 percent of the market is embossed towards the underwear market. This generates pressure on the side of the providers. In this case, it would be appropriate for the high-end female sports brand to provide appealing alternatives, which will justify a higher price tag. With respect to sportswear, few major players dominate the market, including Adidas and Nike. For the start-up brand, as a new entrant into the market it will be vital for them to devise strategies that will help them cope with the prevailing competition (Sport Industry Research Centre, 2006). 4.5 Micro Environment With regard to introduction of high-end female sports underwear brand into the UK market, some internal forces influence its operations. Firstly, the company has been in operation for Norway, indicating it has sufficient experience in production of high-end brands. Secondly, it has highly qualified staff members who will oversee the success of the brand in the UK. However, the brand lacks sufficient back up to establish sufficiently in the UK market, meaning it will take time before it breaks even. 4.6 Macro Environment Various external forces influence the success of the high-end female sports underwear in the UK market. For instance, the political stability of UK economy has supported the success of lifestyle and fitness industries, indicating that chances are high for the company to proceed. However, there is significant competitiveness in the region bringing down the profit potential of the company. 4.7 Key Points - Competition is a dominant force in the lifestyle and fitness industry. - The key to success for the brand is uniqueness and quality. - Different internal and external forces influence the performance of the high-end brand in the industry. Consumer 5.4 Customer Review Chart The major targets for high-end female sports underwear will be as shown in the figure below. Source: (Curtis, et al. 2008, p. 32) 5.5 Visual Consumer Profile The chart reflects potential clients for high-end female sports underwear brand in UK. These include women having active leisure, women participating in mainstream sports, and non-active women. 5.5 Market Influences on consumer and brand PESTEL Analysis on micro and macro analysis There are diverse ways of examining the macro environment of a given business. The SLEPT model is an essential tool of examining the potential for high-end female sports underwear in the UK market. Social cultural environment: Different forces influence the social cultural environment, which determine the success of high-end female sports underwear in the UK market. These determine whether products can be standardized or not. With regard to small cultural variables, they take place in two major countries, including the UK and Norway, which have similar traits in both material and cultural behaviour (Telema, et al. 2006). Most of the inhabitants in the United Kingdom are increasing in terms of body and size. Research reveals that manufacturers are supposed to approach this offer in terms of larger sizes, without embarrassing the client. Approximately one quarter of UK women use size 18 and above accounting for around 8.3 billion pounds. With regard to high-end current offerings, it aims at the UK market to suit the market size (Coalter 2004). With respect to changes in social patterns, approximately 30 percent of women in the United Kingdom earn highest income in their households, and this trend is anticipated to progress in the coming years. As the high-end female sport underwear brand targets females in the UK, it can be beneficial since they have high disposable income. With many women in the UK taking career as a priority, most of them decide to extend pregnancy time for them to possess more money (Mistakavets 2013). Legal Environment: As a member of the European Union, UK is an attractive destination based on the various regulations that the EU body imposes. UK was ranked in 2010 as the sixth best country to undertake business activities with the World Bank. This membership is a possible concern for high-end female sport underwear brand, particularly if Norway has signed up agreements with the European Economic Area (EEA). Membership to the EEA provides firms in Norway to realize benefits from similar advantages that other European Union members do, especially with regard to the four freedoms, with which EU is established. The vital pillar for the high-end female sports underwear concerns free goods movement. In this case, the brand will manage to gain access to internal market the same way that the member states do, indicating that no additional taxation fees will be witnessed on the brand (Cox, et al. 2006). Economic Environment: The UK is regarded as a developed economy inhabited by approximately 62 million people. It is the sixth largest economy globally. Regardless of the setbacks witnessed during the recession, the company started realizing growth in 2010. Even though the economy is realizing growth, the sensibility associated with customer spending will still prevail in the country, and indication that the high-end female sports underwear brand will perform well in the market (Vanreusel, et al. 2011). Political Environment: The political environment of a country makes either domestic or international financial activities to be carried out in a smooth manner. Being a member of the EU, UK’s political system is stable and less risky (Moore, et al. 2007). The high-end female sports underwear brand will therefore not worry about issues of taxation policies or trade barriers. Additionally, as a member of the EU, United Kingdom is one of the members of the United Nations Security Council and one of the major founders of Northern America Treaty Organisation (NATO). These affiliations make the UK to emerge as one of the major drivers of global approach pertaining to foreign policies (ChildWise b 2012). Technological Environment: United Kingdom is highly advanced in terms of technology. Its communication system is well integrated, and has been ranked as among the top ten internet users globally. The high-end female sports brand can use the potential of this country to reach potential clients using the internet. With its webpage, the company can easily show case its products to potential women clients as well as sell online. In addition, smartphones are becoming increasingly common, especially with the Quick Response (QR) code, which helps users and find location and gain access to the information they need. When a client downloads an application, she can gain access to any information. This market is realising significant growth, and in 2010, approximately 28 percent of UK residents owned a smartphone (MORI 2007). 5.7 Trend Influence on Consumer With the ongoing developments in the UK economy, different firms are emerging to take advantage of the rising income levels, especially among women. In this perspective, it is true that the high-end female sports underwear brand will succeed effectively in the market by devising effective ways of coping with competition. Retail Positioning 6.1 Brand distribution In order for the high-end female sports underwear brand to catch up with the UK market, the product will be distributed throughout the country in major cities, especially in regions inhabited by well off women who are the major clients for the brand. 6.2 Online Presence To help the brand reach broader audience in the UK, a webpage will be designed and launched, which will help in providing clients with information about the products of the company, as well as showcase different varieties. The website will also serve as an ecommerce platform where the brand can be sold online to clients in distant locations. 6.3 Concept store layout The store where the high-end female sports underwear will be situated in London. It will be small and centrally located, where customers can access it even during late night hours. It will incorporate a front desk where clients can inquire about the products, a display area and a room where clients can check whether the brand fits their size and tastes. Range Overview 7.1 Initial product costings chart Start-up Expenses Cost (pounds ₤) Legal 500 Stationery 100 Consultants 400 Insurance 1,000 Rent 4,000 Expensed equipment 1,300 Web design 500 Source: (Vanreusel, et al., 2011, p. 34) Source: (Vanreusel, et al., 2011, p. 35) Supply Chain and Business Proposal 8.1 Initial stockists/product to market The company will start small at a convenience store specializing in high-end female sports underwear. 8.2 Online presence/distribution The company will launch a website after it starts operations to help it target a larger client base in different parts of the UK market. 8.3 Future developments As the company realizes growth from increased sales, profitability and larger client base, it will move into a bigger building to accommodate the large number of clients. 8.4 Supply chain Clients will be purchasing the product from the stores premises or it can be delivered to their location in case they place their order through the internet, email or phone call. 8.5 Constructing a productive critical path For the company to realize optimal growth in the UK market, it will employ qualified sales and management personnel from UK to better interact with clients, allowing the customers to develop loyalty for the brand. 8.6 The future of the brand Once the brand becomes successful in the marketplace, more varieties will be introduced to appeal to different tastes of clients in the UK market. 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Victor, T & Dalzell, T 2007, The Concise New Partridge Dictionary of Slang and Unconventional English, Routledge, London. Wamsley, D 2013, Sports Goods Retailing, Mintel, London. Williams, J 2014, A Contemporary History of Womens Sport, Part One: Sporting Women, Routledge, London. Appendix Emerging Supermarkets posing threat to the sportswear and underwear market UK Source: (Hines and Bruce 2012, p. 54) Read More