1. FleurBrass

2. Contents
1. Ethics Clause
2. Methodology
3. Brand History
4. The Brand Vision
5. Brand Health
6. Brand Health
7. Brand Health
8. The Brand Essence
9. Pest Analysis
10. SWOT Analysis
11. Pretty Green Competitors
12. Ansoff Matrix
13. Brand Positioning
14. Micro/Macro Trends
15. American Consumers Vs. UK
16. Target Consumers UK
17. Target Consumers USA
18. USA Entry Strategy
19. USA Conclusions
Fleur Brass
Words: 3293

3. In this report, A marketing and communications plan will be
produced for Pretty Green exploring the challenges and
opportunities they face in optimising their global potential, in
particularly in to the USA
I confirm that this work has gained ethical approval and that I have
faithfully observed the terms of approval in the conduct of this project
Signed:
Date:
1

4. Methodology
QUANTATIVE DATA
I have conducted research by creating a survey Monkey to gain an
understanding into what people know and understand about Pretty Green.
SECONDARY RESEARCH
The Pretty Green website has been a good source for brand information.
Euromonitor and Mintel have also been good sources for trend
information in the menswear market. As well as this, Newspaper articles
have proven a big help in regards to finding out what consumers know and
understand about the brand.
2

5. 2009
•Pretty Green Launches
2010
•Carnaby Street store opens
•Pretty Green wins drapers menswear brand of the year award
•Manchester store opens
2011
•Glasgow store opens
•Worked with teenage cancer trust and helped raise over £40 K for the charity
•Covent Garden Store opens
•Paul Weller collaboration launches
•Quadrophenia Exhibition at the Carnaby Street store with Collaboration with the who to create a limited
edition parker and tees
2012
•Launched in to Japan, celebrated by developing a capsule collection of unique paisley designs
•Pretty Green Launches its first eyewear collection
2013
•Debuts at London Collections: Men's
2014
•Desert boot launch
•2nd Glasgow store Opens
•Mick Rock x Pretty Green Collaboration Launch
2015
•Richard weight x Pretty Green Launch collection
•8 More stores opened across Japan
•Hand painted Gibson Guitar using floral design from S/S 16 collection
Brand History
3

6. The Brand Vision
Founded in 2009 by Liam Gallagher, one of the most iconic front-
men in music, the brand unites people through a love of music
and fashion. Named after a track by ‘The Jam’, Pretty Green
provides simple, classic clothing with a modern twist in three
distinct labels. (Pretty Green, 2010)
4

8. Brand Health
When conducting the survey monkey questionnaire, one of the first questions asked was ‘Have you heard of
Pretty Green’. From this, 75% of our 76 participants from the questionnaire said no, they have not heard of
the brand.
Only 25% of people had ever heard of the brand.
Then, asking when these people last shopped for Pretty Green, it was discovered that just 21 of our 76
responders had ever shopped there.
This led to the conclusion that consumers are simply not aware of the brand, perhaps this is because their
lack of advertisement.
However, perhaps results would have differed depending on who we conducted our questions to.
5

9. Brand Health
‘Which social Media Platforms Do you Follow to Stay
Connected To The Brand?’ was another question, intended to
find out the popularity of Pretty Green’s social Media pages.
The most popular for pretty green was instagram, with 35%
following on social media. Facebook and Twitter came in
behind. However, over half did not follow them at all, this is in
connection with previous findings that over 75% of people were
not even aware of the brand. Pretty Green is popular across
social media, with 138 thousand people followers on
Facebook alone.
71.2K
138.5k
89.5K
5.5K
6

10. Brand Health
People who bought Pretty Green in our questionnaire had preferred to shop online. Concessions were the least popular
form of shopping for the brand, with just 7% shopping in this way. This is consistent with Pretty Greens online success over
the last few years, which shows that Pretty Green has seen a 41% increase in online sales year on year (Gonzalez-
Rodriguez, 2015) . International sales also increased online by 12% compared to 2013.
Looking at in store and wholesale for Pretty Green, saw a 37% increase in sales compared to 2013.
This shows consistency in the research results. Online shopping as a whole for menswear is forecast to grow by 25.7% by
2019. However, Pretty Green may have a problem. Research by Mintel concluded that for men, wearing clothes that feel
current is an increasingly important factor for young British men, with 26% of men aged 25-34 concluding that they were
driven by the latest fashion and trends, compared to just 17% of women (Braddock et al., 2015).
"We are particularly pleased with our record performance over the Christmas period,
but also for the whole first quarter of this financial year. We have seen positive trading
across all our channels to market continue over the entire three-month period, with
record sales in the last six weeks to the end of December," (Ralph (2015) in Gonzalez-
Rodriguez, 2015) 7

11. The Brand Essence
Pretty Green unites people through a love of music and fashion.
Designed by one of the most iconic frontmen in music, the clothing
range reflects his own personal style as well as being influenced and
inspired by Sixties and Seventies music legends.
The brand’s mission is simple; to produce a diverse, straight-talking and
classic clothing range which is not influenced by current fashion trends
and distinctively portrays a sense of British heritage in the design.
8

12. P E S T• People campaigning for
workers rights and labour
laws oppose to brands
which produce garments
over-seas, this could effect
Pretty Green as they do
make their garments in
China, which may anger
some consumers that have
to View that if something is
made in China it is ‘cheap’
this contrasts to Pretty
Greens high selling points.
• Heightened EU tensions
may cause brands to slow
further input in to
European countries, this
could effects Pretty
Green’s expansion.
• Since 2010,
disposable income has
declined (Inman,
2015) People are
having to be more
weary of the
purchases they are
making .
• Subcultures are big in
different areas , these tend
to fluctuate in popularity
depending if they are
mentioned on TV or Film ,
this is good for Pretty
Green because of their
known ‘Mod’ following.
• People are influenced by
what musicians wear in
popular culture, Pretty
Green often collaborates
with British musicians who
wear the brand.
• Being able to buy
online for consumers
is a must. 69% of US
consumers shop
online at least once a
month. (Mintel group
Ltd, 2015)
• Brands not on social
media may miss out
on gaining new
customers, Pretty
Green already have all
the accounts needed
for a good social
media presence.
PEST Analysis
9

13. • Has the advantage of constant
celebrity endorsement by brand
owner Liam Gallagher, he is a
well known face across the UK
and this should be used as an
advantage, it should be pushed
that Liam Gallagher is the
founder of the brand and he
should be used in
advertisements.
• Pretty Green has varied price
ranges making the brand
accessible to most, this means
even though someone may not
want to buy a jacket or a shirt,
but can still buy in to the brand
with a phone case or tie.
• Well designed and made
clothes, people find the brand
attractive.
• Relatively new brand,
people do not yet have
brand loyalty perhaps over
other brands, such as Fred
Perry or Paul smith who
have been around for years.
• People may not like Liam
Gallagher, he has had
controversial moments and
comments have been said
which could anger some
people, he is seen as the
worse of the two brothers
(Noel Gallagher) from
Oasis.
• High price point on most
garments, competitors may
be cheaper.
• Brand should exploit its
link to the music
industry, many musicians
wear Pretty Green,
people like Jake Bugg
and Paul Weller for
instance. They are
looked upon for
inspiration by thousands
on Men and women
young and old.
• They need to focus on
trends and push them to
new potential customers,
this includes sports
wear.
• Women have been seen
wearing Pretty Green’s
Logo Tee’s, perhaps
there is a gap for
women’s wear.
• People may not be
willing to buy in to
new brands
• relaxed/sporty.
• Trends in menswear
may stop the brand
moving forward for
the time being if
they don’t keep up
with current trends.
S W O T
SWOT Analysis
10

14. • Been around since 1952, has
historical brand loyalty ,
something Pretty Green will
not have for years
• Their twin tipped polo has been
favoured by mods for
generations, the advantage of
this is that Pretty Green’s
garments and style slot in with
that of Fred Perry’s, they can be
worn together
• Sells online worldwide
• Has stores across the world
including the USA, Canada and
Japan, could Pretty Green look
at the area’s Fred Perry are in
and use this to their advantage?
• Sells Men's, Women’s and
Children’s , Pretty Green only
sells Men’s at the moment
• First Shop opened in 1970
• Renowned for its sharp tailoring and
colourful striped prints and has various
different collections which is very similar
to how Pretty Green runs
• Known for having quirky stores to
enhance customer experience, this
attracts customers who are after a
different in store experience to the norm
• Sells Men’s, Women's, Children's
• Ships to over 66 countries
• Has 17 stores in the UK
• Big across Asia including Japan and
Hong Kong
• Has stores in USA, in LA, San Francisco
and New York
Competitors
• Farah was first produced in 1910 in the
USA
• Has one store in Covent garden , they
are still small here in the UK
• Has concessions in Urban outfitters,
ASOS among others
• Has an online store offering 10%
Student discount
• In the USA it has struggled but thrived
over here, the UK consumer loves the
branded garments where as in America
it as seen as mass produced and it is
not desirable
• Considered a Pretty Green competitor
because of its popularity among 18-25
year olds, they are more likely to buy
Farah due to the cheaper pricing, a
shirt is £55 compared to Pretty
Green’s shirts average £95
11

15. Existing New
Existing Getting existing customers to buy more
products by having sales and benefits for
existing customers, this could include a
loyalty card or online promotions, such as
free delivery when spending a certain
amount online.
Could introduce bespoke fittings for clients
as well as personal shopping experiences for
customers , this also ties into the
personalisation trend, people want to stand
out. Stores could have a tailoring service.
New By introducing Existing products in to new
markets, Pretty Green could popularise
their more basic garments such as t-shirts
and accessories to help build brand
reputation in other countries
Other countries such as the USA may not
connect with the Britishness of Pretty Green,
because of this some products may need to
be re-produced in order to connect with new
consumers in new markets.
Ansoff Matrix
Product
Markets
12

17. Brand Positioning
In terms of positioning, American heritage and British heritage were factored in. Paul Smith was the highest
positioned premium brand in terms of the British market. Fred Perry is also a market competitor in terms of
their strong heritage, they are also placed at a cheaper price point in the market. In the USA, Tommy
Hilfiger and Gant are both high heritage brands along with timberland and Levis. All of these brands are
likely to be worn by similar consumers in the UK and USA who like buying in to branded goods. 13

18. Micro/ Macro Trends
Micro Trends: Sportswear, Quality, Vintage Fashion
• With the trend for sportswear still going strong, Pretty Green may want to look in to this rising fashion, many people who buy
in to Pretty Green also buy brands such as Adidas, a collaboration could be suggested with a sports wear brand. Pretty
Greens infamous paisley print could be used to print on to shoes and sports clothing.
• Young men aged 16-24 prioritise quality, 54% said this was the most important factor when looking to buy clothes. This is
especially true to the menswear market (Mintel ltd, 2016). Pretty Green already produce quality clothing.
• Vintage shops, online and offline have become increasingly popular, with the rise of recycled clothing as well as vintage often
being cheaper and a way to re-use garments, this could both be a blessing and a curse to Pretty Green. With their vintage
styles, they could introduce a vintage range, however there may be added competition.
Macro Trends: Unisex, Digital Media, Personalisation
• With gender equality on the rise, unisex and gender neutral clothes are becoming more popular. With this, I would
suggest for Pretty Green to use women in their campaigns wearing male clothing, this would perhaps drive sales.
• Digital Media is a huge trend. Pretty Green should make the most of this, this could be done through apps and
focusing current media trends, such as Facebook videos. Pretty Green could merge their you tube and Facebook
channels to help their content go viral.
• Men are said to be more interested than women in customising their clothing. 1/3 of men said to be drawn to shops
that offer this service in some way (Mintel Ltd. 2016) .Pretty Green could offer this to the customer by developing an
alteration service, similar to that available in Levi's stores.
14

19. American Consumers
15
• 22% of Americans Call brands ‘Open and Honest’ (Burne James, 2016)
• More younger men are mixing and matching to create their own look
• 36% of Americans will buy offshore if their feel it has better value
• 40% of consumers are influenced by review's, particularly on social media
• 29% use mobiles to compare prices in store
• Price and value for money still come top priority, even though Americans still prefer quality goods
• Most people buy online because it is easier but they don’t necessarily think it is cheaper

20. Target Consumers- UK
The British target
consumer would
likely have a deep
understanding of
British culture and
style , his style
would be classic and
would not often
follow trends unless
he liked them a lot.
Pretty Green
consumers aged 21
– 60 would have a
desire to stand out
from the mainstream
crowd. As well as
this, he would prefer
quality in his clothes
over the quantity,
and would want pay
good money for high
quality garments.
16

21. Target Consumers- USA
The American consumer
differs slightly from his British
counterpart. Rather than
being a ‘mod’ he is likely to be
in the ‘’rock’ and alternative
music scene and Pretty Green
will accommodate this when
heading over seas. He likely
has an understanding of
Britishness and his style may
replicate this. He seeks
fashion forward apparel and
often does not follow trends.
In the USA Pretty Green
should be aimed at the older
consumer, there is more of a
market for their garments
within the older generation.
17

23. USA Entry Strategy
18
1. The brand already ships to the USA and has had showrooms, Pretty Green should continue its
successful run of this.
2. Pretty Green should look to enter concessions with Urban Outfitters across various locations in
the USA. Urban Outfitters already sells the brand in UK stores, which has helped the brand to
gain customers who may not have bought in to the brand before hand.
3. Upon success of concessions, two stores should be opened, in New York and Los Angles, this is
because there are scenes here that would attract the type of customer Pretty Green require.
4. Along side the store opening, advertisements in Esquire and GQ magazine would be effective,
the men that read these magazines would be ideal consumers of Pretty Green.
5. As well as adverts, Billboards are often effective ways of making a brand known the wider public
eye. These could be situated in locations near the stores in LA and New York.

24. USA Conclusions
• There can be a few conclusions when considering entry in to American markets. Urban outfitters
has hundreds or stores within the USA, often buying in to new up and coming brands, so is a
good place to start selling.
• It may also be effective for Pretty Green to locate their stores next to competitors such as Fred
Perry, the customers who shop there are likely to also want to shop with Pretty Green too.
• In terms of clothing designs, Pretty Green should continue in the USA to produce individual
quality clothing at the same price point.
• Social Media is a great way of connecting countries together, more effort could be put in to
connecting all the social media accounts together in order to get Pretty Green talked about.
19
With Football being a big part of the Pretty Green brand (they have bought out a paisley football for euro’s 2016)
advertisements could around the USA’s rising footballing popularity and should emphasise their love of sport.
‘‘Football clubs are increasingly looking to the USA for further growth
in fan base and revenue.’’ (Mintel Ltd, 2016)

25. Appendix

30. Bibliography
Armstrong, A. (2016) Liam Gallagher’s fashion business pretty green rolls with it over
Christmas. Available at:
http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/12120576/Liam-
Gallaghers-fashion-business-Pretty-Green-rolls-with-it-over-Christmas.html (Accessed: 16 May
2016).
Bell, A. (2015) @liamgallagher tries to crack America with fashion label @PrettyGreenltd.
Available at: http://www.manchestereveningnews.co.uk/business/liam-gallagher-aiming-break-
america-8486321 (Accessed: 12 May 2016).
Braddock, K., Teasdale, C., Renwick, F. and Davis, J. (2015) How we shop in 2015: The rise of
the male spender. Available at: http://www.esquire.co.uk/style/fashion/news/a8674/the-rise-of-
the-male-spender/ (Accessed: 29 May 2016).
Burne James, sam (2016) Brits among world’s most sceptical consumers - but less so towards
UK brands. Available at: http://www.campaignlive.co.uk/article/brits-among-worlds-sceptical-
consumers-less-so-towards-uk-brands/1395538# (Accessed: 2 June 2016).
Euromonitor (2015) Consumer lifestyles in the US. Available at:
http://www.euromonitor.com/consumer-lifestyles-in-the-us/report (Accessed: 22 May 2016).
Gonzalez-Rodriguez, A. (2015) Pretty Green dies of (online) Success. Available at:
https://fashionunited.uk/news/business/pretty-green-dies-of-online-success/2015011315143
(Accessed: 29 May 2016).
Inman, P. (2015) UK disposable incomes fell in first three years of coalition government, says
ONS. Available at: http://www.theguardian.com/politics/2015/feb/12/uk-disposable-incomes-fell-
first-three-years-of-coalition-government-ons-tax (Accessed: 3 June 2016).

31. Incorporated, F. (no date) History of Farah incorporated – FundingUniverse. Available at:
http://www.fundinguniverse.com/company-histories/farah-incorporated-history/ (Accessed: 21 May
2016).
Jupp, A. (2014) @PrettyGreenltd five years on. Available at:
http://www.manchestereveningnews.co.uk/business/liams-label-sitting-pretty-after-8260263 (Accessed:
12 May 2016).
Ltd, M.G. (2016) Nearly 70% of Americans shop online regularly with close to 50% taking advantage of
free shipping. Available at: http://www.mintel.com/press-centre/technology-press-centre/nearly-70-of-
americans-shop-online-regularly-with-close-to-50-taking-advantage-of-free-shipping (Accessed: 3 June
2016).
Licensing, P. (2016) Farah clothing. Mens Polos, t-shirts & shirts. Available at:
http://www.farah.co.uk/on/demandware.store/Sites-farah-Site/default/Default-Start?gclid=Cj0KEQjw3-
W5BRCymr_7r7SFt8cBEiQAsLtM8uOXQyfemesqH3phtVkwiPCmKNih8AlITgKHYWswD0kaAjQ48P8
HAQ (Accessed: 16 May 2016).
Menswear brand of the year: Pretty green (2010) Available at:
http://www.drapersonline.com/home/menswear-brand-of-the-year-pretty-green/5019455.fullarticle
(Accessed: 16 May 2016).
Mintel Ltd (2016) Menswear Trends. Available at:
http://academic.mintel.com/display/767030/?highlight#hit1 (Accessed: 3 June 2016).

32. Mintel LTD (no date) Mintel Football Report. Available at:
http://academic.mintel.com/display/722307/?highlight#hit1 (Accessed: 3 June 2016).
Population clock (no date) Available at: http://www.census.gov/popclock/ (Accessed: 22 May
2016).
PricewaterhouseCoopers (2016) Clothing and footwear. Available at:
http://www.pwc.com/gx/en/industries/retail-consumer/global-total-retail/retail-category-clothing.html
(Accessed: 23 May 2016).
Pretty Green (2010) Pretty green. Available at: https://www.prettygreen.com/discover/timeline/
(Accessed: 3 June 2016).
Pretty Green Group (no date) Pretty Green Presentation. Available at:
https://docs.google.com/presentation/d/1zJrG9_KQr13xzWUzS00wJxOzq05o9Wata2YBcoqqc30/
edit#slide=id.g13310f97b7_8_11 (Accessed: 29 May 2016).
pwc global (no date) Available at: http://www.pwc.com/gx/en/retail-
consumer/publications/assets/total-retail-global-report.pdf (Accessed: 23 May 2016).
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2016).
Wilmore, J. (2015) Liam Gallagher’s pretty green expands with six house of Fraser concessions.
Available at: http://www.retail-week.com/sectors/general-merchandise/liam-gallaghers-pretty-
green-expands-with-six-house-of-fraser-concessions/5075357.fullarticle (Accessed: 16 May 2016).

33. Illustrations List
Introducing: The Paisley football (no date) Available at:
https://www.prettygreen.com/news/2016/5/9/introducing-paisley-football/ (Accessed: 2 June 2016).
Pretty Green Liam Gallagher (No Date) Available at:
http://www.prettygreen.com/media/pr/uploads/aw104_jpg_962x506_q85.jpg (Accessed: 29 May 2016).
Pretty Green Print (No Date) Available at:
https://pbs.twimg.com/profile_images/436570660996141056/LvvEhHU7.jpeg# (Accessed: 28 May 2016).
Pretty green sale (2016) Available at: https://www.lovethesales.com/pretty-green-sale (Accessed: 15 May
2016).
Discover SS16 - festival collection – the latest green label from pretty green (no date) Available at:
http://www.prettygreen.com/discover/ss16/festival (Accessed: 15 May 2016).
Discover SS16 - journey of Paisley – the latest green label from pretty green (no date) Available at:
https://www.prettygreen.com/discover/ss16/journey-of-paisley (Accessed: 14 May 2016).
Discover SS16 - black label (no date) Available at: http://www.prettygreen.com/discover/ss16/black-label
(Accessed: 15 May 2016).
Seek logo (no date) Fred Perry logo vector (EPS) Download. Available at: http://seeklogo.com/fred-perry-
logo-57446.html (Accessed: 16 May 2016).

34. 1. Pretty Green (2010) Pretty green. Available at:
https://www.prettygreen.com/discover/timeline/ (Accessed: 3 June 2016).
2. Gonzalez-Rodriguez, A. (2015) Pretty Green Dies Of (Online) Sucess. Available at:
https://fashionunited.uk/news/business/pretty-green-dies-of-online-success/2015011315143
(Accessed: 29 May 2016).
3. Braddock, K., Teasdale, C., Renwick, F. and Davis, J. (2015) How we shop in 2015: The rise
of the male spender. Available at: http://www.esquire.co.uk/style/fashion/news/a8674/the-
rise-of-the-male-spender/ (Accessed: 29 May 2016).
4. Burne James, sam (2016) Brits among world’s most sceptical consumers - but less so
towards UK brands. Available at: http://www.campaignlive.co.uk/article/brits-among-worlds-
sceptical-consumers-less-so-towards-uk-brands/1395538# (Accessed: 2 June 2016).
5. Inman, P. (2015) UK disposable incomes fell in first three years of coalition government, says
ONS. Available at: http://www.theguardian.com/politics/2015/feb/12/uk-disposable-incomes-
fell-first-three-years-of-coalition-government-ons-tax (Accessed: 3 June 2016).
6. Ltd, M.G. (2016) Nearly 70% of Americans shop online regularly with close to 50% taking
advantage of free shipping. Available at: http://www.mintel.com/press-centre/technology-
press-centre/nearly-70-of-americans-shop-online-regularly-with-close-to-50-taking-
advantage-of-free-shipping (Accessed: 3 June 2016).
7. Mintel Ltd (2016) Menswear Trends. Available at:
http://academic.mintel.com/display/767030/?highlight#hit1 (Accessed: 3 June 2016).
8. Mintel LTD (no date) Mintel Football Report. Available at:
http://academic.mintel.com/display/722307/?highlight#hit1 (Accessed: 3 June 2016).
References