“Despite predictions for some time now that consumers would tire of celebrities, this still does not appear to be happening. But, retailers are more careful and choosy about such collaborations and what they want to achieve” Mintel 2002 - 2008
For our recommendation for Ann Taylor to enter the UK market we propose that they should introduce a ‘face of the UK’ someone who is loved and known into their advertisements. As we have found from the competitor research Ann Taylor’s competitors are Marks and Spencer, Laura Ashley, Wallis and Debenhams. From further research we have found that Marks and Spencer are position number one in the UK market leaders with sales of 2,742 and 10.2 and 315 outlet store. Also Marks and Spencer’s celebrity endorsement is very strong. With the faces of Gary Barlow, Jamie Redknapp and Rosie Huntington increasing sales rapidly. With Jamie Redknapp increasing sales of polo shirt to a massive 38,000 and 5,000 replicates of the suits of the England football squad.
Also Marks and Spencer’s also use women celebrity endorsement such as Myleene Klass and Dannii Minogue. It has said ‘One ad campaign, starring Myleene and Dannii Minogue, was credited with bringing more people to M&S shops and lifted year-on-year sales by 5.3%’.
We recommend that the face of Ann Taylor should be Kate Winslet, known for her creditable acting and her strong British feel. She is a more relatable to the consumers as she is British and this will make consumer feel more engaged with the American brand. The reason why we have chosen Kate Winslet as our celebrity as she is sophisticated and elegant and this is what Ann Taylor portrays.
For our recommendation for Ann Taylor to enter the UK market we propose that they should introduce a ‘face of the UK’ someone who is loved and known into their advertisements. As we have found from the competitor research Ann Taylor’s competitors are Marks and Spencer, Laura Ashley, Wallis and Debenhams. From further research we have found that Marks and Spencer are position number one in the UK market leaders with sales of 2,742 and 10.2 and 315 outlet store. Also Marks and Spencer’s celebrity endorsement is very strong. With the faces of Gary Barlow, Jamie Redknapp and Rosie Huntington increasing sales rapidly. With Jamie Redknapp increasing sales of polo shirt to a massive 38,000 and 5,000 replicates of the suits of the England football squad.
Also Marks and Spencer’s also use women celebrity endorsement such as Myleene Klass and Dannii Minogue. It has said ‘One ad campaign, starring Myleene and Dannii Minogue, was credited with bringing more people to M&S shops and lifted year-on-year sales by 5.3%’.
We recommend that the face of Ann Taylor should be Kate Winslet, known for her creditable acting and her strong British feel. She is a more relatable to the consumers as she is British and this will make consumer feel more engaged with the American brand. The reason why we have chosen Kate Winslet as our celebrity as she is sophisticated and elegant and this is what Ann Taylor portrays.
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