Communication Strategy of Thomas Pink Company - Essay Example

Thomas Pink Company’s Communication Strategy in the UK Thomas Pink is a retail organization that offers a wider range of clothes for all the demographic (Thomas Pink, 2012). The company operates retail outlets in principal cities and towns across the world and Europe. Among the products within the stock in the stores are shirts ties, leather products and accessories that are offered to customers within the market to compete with other fashion outlets. Thomas Pink has been applying variable strategies within the market to ensure the competition is maintained on the marketing industry. There is the need to highlight the communication measure applied to maintain the market share witnessed over the century and ensure a customer retention and satisfaction as compared to competitors. With variable communication channels developed in the society, including the social networking system, the presentation to deliver an informed clientele would ensure Thomas Pink remains favourable in the UK market. This paper analyzes the fundamental communication channels that have been developed by Thomas Pink to retain and find new customers, who are more informed on their products. Introduction The UK market is growing increasingly in favour of new commodities. The favour has been subjected on the marketers’ ability to apply a communication measure that would adopt the best strategy to communicate to the majority of the clients. The uses of traditional methods have been replaced by the growing technologically advanced systems. The increasing UK market has adopted communication means like the social networking systems that are incorporated in the completion of daily activities. Thomas Pink has been one company that has showed their ability to favour progress as they apply modernized operation trends, to maintain a high quality service. Communication is a measure used to relay messages and share methods needed to attain progress as the company ensures the mission and objectives are met. Although the traditional communication channels had been tested to be successful, Thomas Pink has adopted contemporary communication channels to lead to the goal achievement and progress. Company Background The company witnesses the history from the works of Mr Pink, an 18th century designer who tailored a remarkable hunting coat (Synovate Retail Performance, 2008). The pink coat’s design had been unique and involved intricate designs that promised the birth of the famous company, to be witnessed in the modern day century. Thomas Pink’s foundation in the creation of the company in 1984 grew to be recognised as part of Moet Hennessy-Luis Vuilton (LVMH) group (Synovate Retail Performance, 2008). The provision to join LVMH had been initiated in 1999 when they had bought an outstanding portion in the business. Thomas pin has since grown to emerge as a leading retail clothing store in the UK and Ireland with stores amounting to over 20 outlets. The company has ever since emerged as an outstanding British company identified through the shirt making tradition with the quality luxurious brand. The British company has gained international growth in establishing outlets in Paris and famous US cities. The most outstanding reports of the growth recorded have been in 16.5 billion turnovers with the recruitment of a record employee number of 71,000 (Synovate Retail Performance, 2008). The company has included famous brands in their stock including Zenith, Krug, Hennessy and other recognized brands. The company stocks affordable attire from shirt, tie and accessories and finds concrete establishment in the UK. The retail shops are located from London to New York in Madison Avenue where the brand has been established as a leading retail shirt shop. The other provision established by the company had been in the set up of an exclusive women’s store Pink Woman located in Sloane St. Knightsbridge (Synovate Retail Performance, 2008). The reputation of the retail outlet has been boosted in the exemplary fabric choice and fabric design. However, the majority of the recorded returns are attributed to the satisfied customers who link the company to satisfactory service. Product Thomas Pink deals in fashion accessories with retail shops established in the UK and the international community. The store specializes in men’s shirt and has established an exclusive women’s shop. The exclusive products posted on the website are the Trench, colourful attire to handle the season, women’s collection and a set of fashion products that target the British lifestyle. The selection has established an exclusive collection of men’s shirt that is designed to complement the occasion placed in production. The range of the accessories included is based on casual, sport wear and informal attire to be attributed to the sex of the possessor. Women wear include shirts, trousers, silk wear and dresses. The accessories by Thomas Pink include cufflinks, ties, bow ties, braces and other established accessories. The stock in the retail shops is carefully placed to cover various occasions including weddings and corporate meetings. Price The company boasts of affordable price listing with each item accorded a price range that is dependent on the availability and class that it had been designed to feature. The mostly renowned products are the new arrivals that are the most expensive due to the established designed and market identity. The sample of pricing range from $50 that is established cufflinks prizes to silk ties worth $150. The list of the price range is diversified in the shirt stock, and the full list available in the website posted to highlight the products stocked in the shops (Thomas Pink, 2012). Place The company had been established from the inspiration of Mr. Tomas Pink’s design when the Mullen brothers formed the first retail stores. The location of the first shops had been Chelsea, London to develop the brand strategy in the UK. The brand has gained recognition with branches located in the international scale to sell the established brand to clients that promise to advertise Thomas Pink. Promotion Thomas Pink Brags of selling the brand established through referral by the leading clients who are the key to the success achieved. The importance achieved in the service offered to clients has established the brand on an international scale as a leading retail brand, to stock a variety of quality items that cater for the wider demographic. The promotion strategies are placed in the advertising measures applied to present the product within the market. Apart from the affordable pricing, Thomas Pink had developed strategies, to display the available stock in their websites and other advertising fronts. The other promotion strategies applied in the market have been witnessed on the product quality enhanced through exemplary design and material quality. Thomas Pink’s ability to stock accessories to compliment the fashion established has been a leading strategy to incorporate within a fashion store. The added presentation has seen the establishment of a women’s retail outlet that favours the broad strategy applied of satisfying the growing market. The promotional means are supported in the communication ventures applied by the company in establishing the wants of the clients that predict the market trend. There have been strategies implemented to establish stronger communication links in directing strategies within the UK market. Communication Strategy The communication strategies applied are used in the marketing processes and to inquire on the proper product to be stocked within the company. The consumers need to be accorded a channel to present their views on the established product. Moreover, the participation of Thomas Pink in the strategies that advertise the brand would help explain the activities conducted. Despite the reputation that the company has established within the UK market, there is the need to identify the communication strategies that have been applied to maintain the reputation as a leading retail outlet. The communication presentation applied within the different markets may vary or resemble depending on the nature of the message passed. The example is issued on a new product that can be launched on the market through the company’s website. This presentation may involve both the UK market and those in their branches on the global scale. Communication channels are fast advancing depending on the technology applied. The UK market has been the foundation behind the establishment of the company, and the communication channels applied are meant in customer retention to ensure satisfaction delivered. The mode of communication needs to be established on the organizational level before the desired information is relayed to the market. The board issues the decision on the products available for display ad sale after articulating the opinion from the consumers. a) Customer Analysis The consumers present the nature and medium of communication to be applied in the market. With an estimated customer range of over 10 million, the UK market has been a challenge in presenting consistent measures to convince a regular clientele on the products stocked. The competition has been eliminated through investing in vast communication procedures, especially in marketing. The provision to establish an effective communication form has been witnessed in the step taken by the company to maintain customer satisfaction. The relationship established within the UK economy should be maintained to ensure sales are kept at an increasing level. The company has applied the communication procedures in Synovate Retail Performance (SRP) that has been applied to measure customer level and attribute solutions to maintain the figure (Synovate Retail Performance, 2011). The devices to count customers in Thomas Pink outlets are strategically placed to ensure the number of clients are accounted for in the stores. The company may wish to implement an idea that is dependent on the numbers within the UK market or may need to analyze the growth rate, and the best means to be applied is the determinant on the customer number. The provision would be cumbersome should the management undertake the provision manually, hence the modern facilities in gadgets strategically installed within the stores would be the best substitute. The provision is an indirect communication pattern to understand the market demand trends, and implement the needed measures to adjust the witnessed flaws within the system. The provision is directed to pit traffic data to compare the provision to the sales recorded (Synovate Retail Performance, 2011). This method involves the communication of the customer and the company on a different basis, and no direct contact is established. The contact within the system is established through the stock within the shops. The measure allows the company management to determine the nature of the performance of an implemented strategy, with the need to make the necessary alterations to accommodate the customer’s needs. SRP holds the latest mechanism that presents the available data in an intricate measure that offers correct analysis in determining performance. b) Rapid Intranet System This system applies the third version of the RIS to apply the practical application of POS tills and other infrastructure that includes office computers (Retail Answers, 2012). The features of the device are held in the elevated search in the stock, storage and data retrieval, secure browsing, goods delivery and secure browsing. The feature is applied to maintain the stock level at the right measure, provide security to customers and administration and offer flexibility in operational activities (Retail Answers, 2012). c) Advanced Website Setup The internet has been a powerful communication tool since the invention to provide easier measures in relaying and retrieving information (Thomas Pink, 2012). The mechanism has been used in the advertisement and provides the necessary information to users who require the incentive for the products desired. Since the establishment, Thomas pink has provided the website provision to accord images of the commodities in stock with price range issued. With the invention of added software, the website needs to be updated from time to time to allow for easy accessibility and adequate information. The platform allows direct communication with the clients because there is the provision to offer ventures for comments and questions. The social networks in conjunction with the website provide the opportunity to offer venues that allow customers to give their opinions. The latest communication strategy applied in the Thomas Pink’s website has been noticed in the redesign that has included the video content. The established slot dubbed Pink TV had been produced by Adjust Your Set to offer information on the brand established with the leading designer’s comment (Staff Writer, 2011). Technology applied enables the provision to be successful to present easier online shopping that offers customer flexibility. d) Celebrity Promotion This has been a leading provision in the modern society to offer a strong marketing strategy of a commodity. The brand hoped to apply the use of the British heritage and the luxury existence to present the brand among high profile consumers. The communication measure applied in advertising had been in involving retired rugby stars in Gareth Edwards, Roger Bair, Rob Henderson and Richard Hill, to provide the contribution of the brand in the sport (Baker, 2011). Alex Field, the director in charge of marketing, had mentioned on the desire to include the policies to be involved in sports and customer promotional ventures. The communication measure applied in marketing the brand on the least growth ventures like in sport can be boosted in the indirect communication with the key members in celebrities. e) Digital in-store Strategy The implementation of the video feature on the website led to the provision of including video screening of the brands within the retail stores. The digital transformation enables the consumers to predict the attire purchased as it includes a changing trend of designed attire (Baker, 2011). The installations promise to stream video feeds on the contents of seasonal campaigns placed to advertise produced brands. Alex Field attributes the measure to the video feeds posted online to uplift sales of the products (Baker, 2011). Through incorporating the brand video feed within the stores, the advantage is accorded to the customer who would, in turn, boost the sales within the stores. The digital technology promises to present contemporary brands within the setting to highlight the changing trends in the design of the newly produced products. Conclusion Although the UK market holds the majority of the consumers of the Thomas Pink brand attributed to the history of the formation, the brand is fast growing in other cities and continents hence a need to maintain the balance required. The growth had been based on the service delivered to customers and the exemplary design trends established within the market. Thomas Pink has been developed to emerge as a leading retail brand globally capable of offering quality products at affordable prices. In maximizing the profit generated, the brand has witnessed the need to provide contemporary communication channels to give customers the venues to present their grievances and retrieve the information needed on a product. These communication strategies help in offering channels needed for growth and expansion within the UK market. The mostly applied measure has been in through website advertisement and digital transformation. These factors are crucial to reveal the products in stock to customers who rely on the information retrieved to make the purchase. The more direct communication channels in these platforms that reveal the identity of the products are more appealing as compared to indirect measures. These accord powers to the consumers to present the choice in the product they would prefer as compared to those in stock. The communication strategy applied to achieve effective marketing campaigns should involve direct interaction with the UK market. Without the connection, false decisions may be attributed to accord flawed results. Thomas Pink is a growing company to establish more stores across the globe, and through successful communication strategy in the UK market, the provision may be fulfilled. List of References Baker, R. (2011), Thomas Pink to sponsor British & Irish Lions Rugby Tour, MarketingWeek, Retrieved on 16 April 2012, from: Baker, R. (2011), Thomas Pink taps into digital for in-store strategy, MarketingWeek, Retrieved on 16 April 2012, from: Retail Answers, (2012), Thomas Pink: Seamless Store Communications, Retrieved on 16 April 2012, from: Staff Writer, (2011), Thomas Pink's redesigned website goes live, The Drum, Retrieved on 16 April 2012, from: Synovate Retail Performance, (2011), Thomas Pink: Improving the customer experience and increasing sales, Case Study, Retrieved on 16 April 2012, from: Synovate Retail Performance, (2008), Thomas Pink Truly, InThe Pink thanks to new key performance indicators from Synovate Retail Performance, Retrieved on 16 April 2012, from: Thomas Pink, (2012), Retrieved on 16 April 2012, from: Read More