JOHN SMEDLEY

ANDREA DELLA MATTIA

N0567112
Fashion Brand Marketing
Word Count : 2749

Introduction

Company
History

01

02

14

Target
Market

15

Why
Buy?

Market
Position

03

18

The
Product

Product
Category

05

22

Competitors

Socks:
A Trend

09

25

Price

Product
Proposal

12

26

Place

TABLE OF CONTENTS

27

Promotion

29

The
Launch

37

S.W.O.T

39

Conclusion

41

Image List,
References,
Bibliography

INTRODUCTION

The purpose of this report is to show potential growth within John

Smedleys product range in the accessories market. The brand has
an exciting opportunity to expand their range into the ever growing
sock market for their female consumers. This expansion will allow
the company to broaden their range whist giving them a specific
diversification.
The following report is an expansion proposal for the John Smedley
brand for their female consumers. This will include how the brand
will promote and market this new accessories line and how these
tactics will allow for perceived added value to their customers.
This report will also show examples of promotional campaigns and
marketing strategies the brand will use to allow for their customers
to gain knowledge about the new range, but to also boost sales
and generate an overall greater annual turnover.

COMPANY HISTORY

John Smedley is a brand that puts heritage into all that they
do. Starting 230 years ago in 1784 by John Smedley and Peter
Nightingale, The two men constructed a spinning mill factory in
Derbyshire, United Kingdom that, to this day, still acts as the main
factory for the brand. As years went on, the business was passed
down through the Smedley family who still owns the company. The
brand is known for its hand finished, fine-gauge knitwear in luxury
materials. The company continues to keep with its family culture
and values just as they were in 1784.

Why So Special?
The John Smedley brand diversifies themselves from their
competitors because of their long history and expertise in the
knitwear industry. With 230 years of experience behind them, their
products are always of highest quality and inspected for perfection
during the production phases.
The company also prides themselves on their merchandise being
hand finished. All trims, tags, labels, and packaging are done by
hand in the brands mill in Derbyshire following a thorough quality
inspection by one of their quality control experts.
The visual aesthetic of the John Smedley brand is simple, elegant,
and classic. The brand has never been one to stray too far away
from their beloved classic styles and turn to more fashionable looks.
Made In Britian is a huge selling point for John Smedley customers.
Each of their hand finished products are hand-stitched with a
Made In Britain tag. According to Mr Benjamin Seidler, We like
to think of a piece of John Smedley knitwear as a little piece of
England: at once idyllic and forward thinking, quietly luxurious but
colourful when it wants to be, and possessing a history rich with
tradition (Mr. Porter, 2012).
John Smedleys biggest diversification is their Royal Warrant from
the Queen which states appointed into the place and quality of
manufacturer of fine knitwear (Insider Media Limited, 2013). This
shows customers that not only is the brand an expert in knitwear,
hand finished, and made in Britain, but it is of extremely high quality.

02

MARKET POSITION

John Smedley is located in the upper-middle market bracket. In

other words, It is described as affordable luxury. The company
markets to women, men, and recently started a childrens line. The
brand has a large product range that includes classic styles include
cardigans, sweaters, underwear, pullovers, slipovers, and dresses
but have a full range including skirts, coats, capes, shirts, trousers,
shorts, jackets, and care products. These products have a range of
prices starting at 49.00 and run through to 499.00.
The brand sells both nationally and internationally. The majority of
their sales are based from their e-commerce site although they
do sell through their one retail shop location which is located on
24 Brooke Street in London England. E-commerce is the fastest
growing retail market in Europe (Center for Retail Research,
2015). In 2014, consumers in Europe spent 132.05 billion using
e-commerce websites and in the same year the United Kingdom
alone spent 44.97 billion. Fig 3.1 shows the breakdown of Europes
spending. The UK online spending is estimated to rise by 16.2%
with 52.52 billion in 2015. Additionally, they sell through high end
department/chain stores like Harrods in England and Bergdorf
Goodman in the United States of America. The company ships from
their online site internationally including countries such as Andorra,
Australia, Austria, Belgium, Denmark, Finland, France, Germany,
Greece, Guernsey, Hong Kong, India, Ireland, Italy, Japan, Jersey,
Kazakhstan, Luxembourg, Monaco, Netherlands, New Zealand,
Norway, Russia, South Korea, Spain, Sweden, Switzerland, Taiwan,
Ukraine, United Kingdom, and the United States.
With the brand expanding nationally and internationally, they
have a positive customer following. Their biggest following currently
resides in Japan. The brand has just celebrated their 100th year of
doing business with Japan in 2013. When John Smedley got their
Royal Warrant from the Queen that states appointed into the
place and quality of manufacturer of fine knitwear (Insider Media
Limited, 2013), their exports were expected to grow in Japan. Ian
MacLean, Managing Director at John Smedley, says They thought
it would be a very good story for their market, particularly because
they have a stronger womenswear business in the country than
menswear. The brand is known there in quite a lot of depth so this
additional stamp of approval is going to be looked at by quite a lot
of people; it wont go unmissed (Insider Media Limited, 2013).

POSITIONING MAP

Fig 3.1

04

PRODUCT CATEGORY

The following is a proposed expansive into John Smedleys current

existing accessories line. This will expand the product line into socks
and will be promoted and marketing to their female consumers
aged 30 50 (Generation X).

MASLOWS

Marketing and promotion is largely used by all retailers/brands that

plan to succeed. This allows for the brand to be directly related
to their target audience by using marketing tactics that stimulate
emotions such as fun, fantasy, and an abundance of feelings. This,
in return, motivates people to buy whether the product depends on
their human survival needs or not.
In 1943, Abraham Maslow devised a hierarchy of needs Fig 4.2 that
outlined human motivational needs based on a set of motivation
systems unrelated to rewards or unconscious desires (McLeod,
2007). The hierarchy is set out to be in a strict sequence starting
with the lowest level (Business Dictionary, 2015). Products and
merchandise fall into at least one of the 5 stages of Maslows theory
and when marketers or promoters are planning their strategy and
tactics, knowing which level of Maslows their product extends
to allows them to devise a campaign that relates to their target
audience (I.E fun, fantasy, or feelings).
The John Smedley sock expansion core product would fall under
Maslows level 1, Physiological Needs which includes oxygen, food,
water, shelter, sleep, and clothing. The actual and augmented
sock product would fall under Maslows level 4, Self-Esteem which
includes confidence, achievement, respect of others, and the need
to be a unique individual. This is the level that will be used to help
build a marketing campaign for the John Smedley sock expansion.

Fig 4.2 - Maslows

Hierarchy of Needs
(Research History,
2012)

06

VALS

Marketers also use VALs framework as part of their strategy to

promote their products. VALs is a specific set of psychological
traits and key demographics that drive consumer behaviour (VALS,
2015). There are 8 types of mind-sets that are based on consumer
resources and their motivation. This will determine how a person
will express himself or herself in the marketplace as a consumer
(VALS, 2015). Fig 4.3 outlines these 8 mind-sets. The John Smedley
consumers are categorized as Achievers and Experiencers.
Achievers
Are active in the marketplace because image is extremely
important to them. Achievers would prefer prestige products
because they love to show off to their friends and family. They do,
however, have very busy lives and because of this they shop online
using e-commerce websites. Some of the achievers favourite things
include material possessions and success.
Experiencers
Spend a large section of their working income on entertainment,
socializing and on their clothing. These consumers love to look
good and own all up and coming new products. Some of the
experiencers favourite things include being established and the
ability to purchase.

VALS

Fig 4.3 - VALS Types (Strategic Business Insights, 2009)

08

SOCKS:A TREND?

According to the data company, The NPD, the sock industry is

booming. From August of 2013 to August 2014, this sector was grown
into a $5.6 billion business. From 2012 to 2013, the industry grew 8%
and 5% from 2011-2012 (Cole, 2014).
Although the sock industry is continuously growing, it was men who
made this fashion statement before women. 73% of men wear
socks everyday compared to only 41% of women who do. With the
womens sock market starting to take off, Marshal Cohen, chief
industry analyst at NPD, says Higher priced socks have become
the new normal for men, whereas the womens market seems to
be a missed opportunity, an uncommon situation for the saturated
womens retail market to face. Retailers and manufacturers should
find ways to reinvigorate this category for women by setting a new
fashion statement, one that treats socks as an accessory, something
special, and not a basic commodity. If women will wear shorts with
tights in colder weather and boots during warmer seasons, they will
find more room for socks in their wardrobes.
This benefits the John Smedley brand because of the missed
opportunity by other retailers. By the brand expanding their
accessories line into socks at this point, they could potentially be
a key player as their competitors have not yet met the customers
wants and needs.

10

PRODUCT PROPOSAL

Womens Socks 2015

Socks use to be just a piece of clothing that protected your
feet from the cold. Now with the new sock trend rising, this new
wardrobe accessory is a must have in every womans closet. From
adding bold colours and patterns to a colour neutral outfit, or to
wearing them with heels, socks are the trend to take your look from
plain and boring, to fun and colourful.
Socks Category
The new socks line will be an expansion of the accessories category
that already exists within the John Smedley brand. These socks will
be available for purchase in the companys free standing store in
London, their e-commerce site, and through the retailers who carry
John Smedley products across the world.

POSITIONING STATEMENT

For every woman who

is trying to add a little
colour to their typical
everyday outfits, John
Smedley is now offering
variety of bold and
unique merino wool
socks that are produced
with the same quality
and assurance as all
of our beloved classic
pieces to enhance your
everyday essentials.

12

TARGET MARKET

The John Smedley womens consumer is broken down into three

customer segments. The first segment being between the ages of
25-30, the second being 30-45, and the third being 50-65. This new
accessories expansion will focus on the customer ages 30-50 which
is considered generation X.
Meet Gemma
Meet Gemma. She is 32 years old. Gemma enjoys exclusivity and
hand crafted items when it comes to her clothing. Her friends and
family describe her style as simplistic, sophisticated, and timeless. .
Although her image is not everything to her, She is willing to spend
the money to look as good as she feels.
John Smedley offers Gemma an extensive selection of handmade
knitwear that she can easily take from working woman to a night
out. With a broad range of styles and colours, John Smedley is
Gemmas favourite place to shop.

BREAK DOWN

14

WHY BUY ?

At John Smedley, the brands core identity is based on quality and

craftsmanship. The companys materials are of high quality and
of prestige ranking. All of this will be continued throughout the
expansion.
As stated previously, there is a missed opportunity in the womens
wear accessories market that John Smedley aims to fill. The
expansion is ideal for the brand because of their historical
knowledge and expertise around knitwear products and their love
for bright colours and patterns.
With the brand aiming to fill this hole in the market, the company
will address the consumers need that they are asking for. These
socks will allow for individualism by the wearers and add uniqueness
to their style.
John Smedley will seek to be one of the first companies in the
market to make high quality wool socks for actual product
(fashion statement, Maslows # 4) rather than the core product
(functionality, Maslows level 1).

16

THE PRODUCT

The John Smedley socks are designed with the same patterns and
colours as their beloved classic looks throughout their ranges.

THE DESIGN

18

20

C O M P E T I TO R S
As stated previously, John Smedley competitors are Missoni and
Paul Smith. In the accessories (sock) sector, the brands direct
competitors are Paul Smith and Happy Socks while their indirect
competitor is Missoni.

PAUL SMITH
Direct Competitor #1
Paul Smith Paul Smith is one of John Smedleys biggest competitors
in the marketplace along with the biggest in their accessories
sector. Paul Smith designs are comparable to the new product
designs of John Smdleys with their bold colours and stripped
designs. John Smedley has an advantage over Paul Smith as thee
material of their socks are not as luxurious and there are not multiple
sizes for consumers to choose from. Fig 10.1 shows a product by
Paul Smith that is a similar design to the new John Smedley line.

Fig 10.1

HAPPY SOCKS
Direct Competitor #2
Happy Socks Happy Socks is one of John Smedleys direct
competitors in their new addition to the socks market. This brand
specializes in fashion socks of all types. They use bold colours and
multiple different designs to appeal to a large target audience.
John Smedley has an advantage over Happy Socks because of
their quality of materials and the sizing. Although Happy Socks does
have 2 different sizes for customers, John Smedley will extend their
sizing further to reach more consumers. Fig 10.2 shows a product by
Happy Socks that is a similar design to the new John Smedley line.

Fig 10.2

22

MISSONI

Indirect Competitor
Missoni Although Missoni is not a direct competitor of John
Smedleys new expansion to socks, the brand is still considered
an indirect competitor. Both brands have similar products in
their knitwear collections and both have a prestige name in
the marketplace. If Missoni did however, decide to extend their
accessories line to socks, the brand would move to a direct
competitor alongside Pau Smith and Happy Socks.

POSITIONING MAP

The above positioning map shows John Smedleys current

positioning against their direct competitors (Paul Smith & Happy
Socks) based on price and differentiation of the products (quality,
design, sizes, etc.). Although John Smedleys competitors are lower
on the price scale, John Smedley has a diversification that none
of the competitors have which is the quality of the materials, more
available sizing, and classic designs that the consumer is searching
for.

24

PRICE

The John Smedley sock accessory expansion will be priced at

30.00 - 50.00. With the designs being what the consumers are
asking for, the fabric being of high quality, and the brand name
promoting this product, the price is of great value. The price
also stays within the John Smedleys price points of their typical
accessories which will make the consumer more willing to purchase.

PLACE

John Smedley sock expansion will be available for purchase in their

brick and mortar shop on Brooke street in London, in their retail
distributers location, and on the company e-commerce site. By
using multi-channel marketing, consumers will have the ability to
choose which method is of most convenience to them. This in return
will allow for a boost of sales if consumers are able to interact with
the products in more than one retail space.

26

PROMOTION

The promotional tactics that will be used through the launch of

the new John Smedley sock expansion will be a webpage design
poster, a leaflet that will be sent out to all prior customers who
have previously purchased from John Smedleys e-commerce site,
and a promotional look book of the new sock designs that will be
available for purchase. This launch will also be heavily promoted
through John Smedleys social media profiles (Facebook, Twitter,
and Instagram).

TAGLINE

Wait
see

until
you
my
socks!

28

THE LAUNCH

The launch of John Smedleys new sock addition will start 2 months
prior to the date of availability. This will allow for extra time for
consumers to be educated on the launch and build excitement.
The following is a timeline outlining dates and times of promotional
tactics that will be used during the launch.

WEBPAGE DESIGN

WAIT UNTIL YOU SEE MY SOCKS!

ON SALE AUGUST 1ST 2015
John Smedley is thrilled to present
the new expansion into the womens
accessory category: SOCKS!
Upgrade your outfit and add a little
colour with our new merino wool
knitted socks. With over 20 new
designs in our beloved bright and
fun colours, there is sure to be a pair
to suit your personality.
to find a retailer near you, please use our store locator page

30

THE LEFTLET

WAIT UNTIL YOU SEE MY SOCKS!

ON SALE AUGUST 1ST 2015

10 %
O F F
W I T H Y O U R O N L I N E P U R C H A SE

USE THIS CODE DURING CHECKOUT TO RECEIVE YOUR 10% OFF : 0000

THE LEFTLET

John Smedley is thrilled to present the new

expansion into the womens accessory category:

S !

Upgrade your outfit and add a little colour with

our new merino wool knitted socks.
With over 20 new designs in our beloved bright
and fun colours there is sure to be a pair to suit
your personality.

32

THE LOOK BOOK

WAIT UNTIL YOU

SEE MY
S O C K S !

ON SALE AUGUST 1ST 2015

John Smedley is thrilled to present

the new expansion into the womens
accessory category: SOCKS!
Upgrade your outfit and add a little
colour with our new merino wool knitted
socks. With over 20 new designs in our
beloved bright and fun colours, there is
sure to be a pair to suit your personality.

THE LOOK BOOK

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THE LOOK BOOK

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S.W.O.T

38

CONCLUSION

With John Smedley being an expert in knitwear allows them to

make an easy transition into the sock market. Exploring the growing
market sector of socks gives the brand an opportunity to be a key
competitor in the new market along with a rise in their overall yearly
turnover.
Throughout this report, there is detailed outlines with visual
references for promotional and marketing activities that the John
Smedley brand can utilize throughout their launch into the sock
category.
John Smedley is a luxury knitwear retailer that has been in the
business for over 230 years with expertise and passion for their
sector. The brand has this opportunity to expand their product
category into socks for their female customer base ages 30 to 50.
These customers are looking for colourful and fun socks to let their
personality shine with their everyday ensembles. With John Smedley
breaking into this market segment, they will ultimately be filling a
void in the womens sock market that can both direct and indirect
competitors have missed. With John Smedley being an expert in
knitwear allows them to make an easy transition into the wool sock
market. Exploring the growing market sector of socks gives the
brand an opportunity to be a key competitor.
John Smedley will allow for their customers to purchase their new
line through a multi-channel marketing with access to purchasing
online and in-store with their own brick-and-mortar retail shop and
their department partners. This allows for customers to select the
choice that best suits their needs.
As seen previously, the launch will start 2 months prior to the
products being for purchase starting on June 1st. The promotional
tactics will evidently allow for customers to be knowledgeable
about the up and coming products but will also allow for
personalization due to the leaflets being mailed straight to the
consumers. The look book will allow for browsing in store and also at
home, and the webpage will allow for customers to be reminded
whilst visiting the companies e-commerce site.
In conclusion, this expansion will allow for John Smedley to explore
new possibilities, extend their customer reach, and collectively
have an overall higher yearly turnover rate. This expansion will
bring John Smedley to the top of their competitors list and allow for
differentiation.

40

IMAGE LIST
Fig 1.1 - Happy Socks. (2015). Womens Socks & Tights. Available:
http://www.happysocks.com/uk/women-1/. Last accessed March
30th 2015.
Fig 1.2 - Smedley, J. (2012). Womens SS12 Capsule Collection.
Available: https://www.pinterest.com/pin/204773114277321293/.
Last accessed March 30th 2015.
Fig 1.3 - Smedley, J. (2012). SS12 Capsule Collection. Available:
https://www.pinterest.com/pin/204773114277332479/. Last
accessed March 30th 2015.
Introduction
Fig 2.1 - Smedley, J. (2012). The Best Natural Fibers. Available:
https://www.pinterest.com/pin/204773114277332423/. Last
accessed March 30th 2015.
Product Category
Fig 4.1 - Smedley, J. (2012). John Smedley Knitwear
made in England.Available: https://www.pinterest.com/
pin/204773114277315520/. Last accessed March 30th 2015.
Fig 4.2 Anon. (2012). Maslows Hierarchy of Needs. Available:
http://www.researchhistory.org/2012/06/16/maslows-hierarchy-ofneeds/. Last accessed March 30th 2015.
Fig 4.3 - Anon. (2009). VALS Types. Available: http://www.
strategicbusinessinsights.com/vals/ustypes.shtml. Last accessed
March 30th 2015.
Socks: A Trend?
Fig 5.1 - Lange, M. (2015). New Socks & Old Patterns. Available:
https://www.pinterest.com/pin/451556300113569381/. Last
accessed March 30th 2015.
Fig 5.2 - Gill, S. (2015). Not On The High Street. Available: https://
www.pinterest.com/pin/320670435941751450/. Last accessed
March 30th 2015.
Product Proposal
Fig 6.1 - Anon. (2014). Hand Knit Socks. Available: https://www.
pinterest.com/pin/81557443225383217/. Last accessed March 30th
2015.

Meet Gemma
Fig 7.1 - Smedley, J. (2012). SS12 Capsule Collection. Available:
https://www.pinterest.com/pin/204773114277332477/. Last
accessed March 30th 2015.
Why Buy
Fig 8.1 - Smedley, J. (2012). The Best Natural Fibers. Available:
https://www.pinterest.com/pin/204773114277332412/. Last
accessed March 30th 2015.
Fig 8.2 - Smedley, J. (2012). The Best Natural Fibers. Available:
https://www.pinterest.com/pin/204773114277332429/. Last
accessed March 30th 2015.
The Product
Fig 9.1 - Happy Socks. (2015). Womens Socks & Tights. Available:
http://www.happysocks.com/uk/women-1/. Last accessed March
30th 2015.
Fig 9.2 9.11 - Happy Socks. (2015). Womens Socks & Tights.
Available: http://www.happysocks.com/uk/women-1/. Last
accessed March 30th 2015.
Competitors
Fig 10.1 - Smith, P. (2015). Womens Socks. Available: http://www.
paulsmith.co.uk/uk-en/shop/womens/accessories/socks/women-sindigo-check-stripe-socks.html. Last accessed March 30th 2015.
Fig 10.2 - Happy Socks. (2015). Womens Socks & Tights. Available:
http://www.happysocks.com/uk/women-1/. Last accessed March
30th 2015.
Fig 10.3 - Missoni. (2015). Knitwear. Available: https://www.pinterest.
com/pin/329325791476510388/. Last accessed March 30th 2015.
Images In Promotional Designs
Happy Socks. (2015). Womens Socks & Tights. Available: http://
www.happysocks.com/uk/women-1/. Last accessed March 30th
2015.
S.W.O.T
Fig 11.1 - Smedley, J. (2012). John Smedley Mill. Available: https://
www.pinterest.com/pin/204773114277315415/. Last accessed
March 30th 2015.
Fig 11.2 - Happy Socks. (2015). Womens Socks & Tights. Available:
http://www.happysocks.com/uk/women-1/. Last accessed March
30th 2015.

42

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