Strategy & Planning for a New Retail Clothing International Brand

"Tony Nix helps us define the brand strategy, create the presentation structure and research our creative to help us win more than our fair share of new business pitches."
Bruce Illidge Principal and Creative Director IT&P Advertising, now Illidge Creative

The Situation –

The Woolmark brand owned by Australian Wool Industries (AWI) is a world recognised brand name, having been applied to more than 5 billion products since its creation in 1964. AWI released its 2010/11 to 2012/13 Strategic Plan which included a strategy to “Evaluate the feasibility of extending the Woolmark brand into retail operations”

Stuart McCullough, CEO of AWI approached an experienced retail marketer Geoff White for advice as to how to proceed. Geoff having worked with Solutions Marketing on a number of market research and strategy planning projects when he was Retail Account Director at IdeaWorks Advertising agency, asked us to undertake the project in conjunction with him. We naturally jumped at the chance, and produced a Development proposal which was agreed to by AWI

How Solutions Marketing (and Geoff White) helped -

We conducted desk and industry research accessing the Internet re category, competitor and customer information, primarily focusing on the UK and USA markets
Obtained Euromonitor, Mintel and IbisWorld Industry reports covering USA , UK & Australian luxury clothing markets
Visited top tier and 2nd tier clothing retail stores in Sydney
Produced a Market Landscape report, as input to a strategic planning session, which defined the Brand Personality , Brand Essence, Brand Positioning and advertising tag-line
Developed a detailed 10 year financial model (linked P&L’s, Balance sheets & Cash Flows) for a flagship store in Knightsbridge, London
Conducted an online quantitative research test of the ‘Concept’ with n=447 Greater London completed surveys
Produced a detailed Business Case Marketing Plan Outline for the Flagship store and presented it to the AWI Board

Strategic recommendations –

Our strong recommendation was to launch the Concept Store in London and showcase the world’s best clothing designers’ use of the world’s best merino wool fabric all within an entertaining and interactive shopping experience

The result –

The Board after much debate and by a very narrow majority, elected to not proceed with the bricks & mortar concept.

However in late 2013, AWI launched an online shopping portal showcasing the best merino Men’s & Women’s Fashion, Kids Nursery /clothes, and Home & Living products all made from wool and from the best designers and retail outlets around the world. Click on an item and you are immediately linked to that particular item within the stocking designer or retailer portal, where you can then buy the product

See http://merino.com

A great idea, except that the woollen products displayed are not necessarily Woolmark-certified