Amy Huckle

Amy Huckle

COURSE: Fashion Business & Promotion 2016


TITLE: Loved & Found Brand Extension

Retailers must design their businesses from end-to-end for a new 50/50 world, in which digital is no less important than physical assets - Stockill
The ultimate objective of omnichannel retailing, is for the consumer to engage with the brand and enable them to shop at any time, in any place and receive the best possible service.
Intrigued about the future of retail and its developments, is what led the extensive research into omnichannel retailing.

The dissertation module brought the consumer shopping journey to my attention. I identified that consumers shop across multiple devices with a sense of immediacy, i.e. wanting easy access to brands, receiving the best price and the most efficient service. An implication of this type of shopping behaviour has resulted in consumers no longer discovering new and exciting brands and filtering out alternative products and brands.

Therefore, going forward to Final Major Project I wanted to bring the excitement back to retail. Collaborating with Loved & Found by John Lewis offered an array of brands to work with, and this is why I chose to extend the brand and provide an opportunity to embrace discovery again. The aim of the brand extension was to promote the Loved & Found concept beyond the John Lewis department store. To create a stone alone brand, that operates within its own standalone store accompanied by a separate website, social media and marketing. To reach the correct the consumer demographic through improved marketing strategies.

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