An Empirical Study of the Effectiveness of Mobile Marketing on the Male Fashion Industry in UK

An investigation into new approach of mobile marketing to male fashion industry – an empirical study of male fashion industry in UK
Tzu-Yin Hsu (Valerie Hsu)
Design Innovation Studio, Faculty of Art and Design, De Montfort University, Leicester, UK

Abstract
The purpose of this project was to enhance the exposure of fashion trends to a male target group through the optimizations of the medium of mobile phones. By using mobile phones as a means of marketing communication, fashion information will be more accessible for the male target group.
The project started by researching several fields which included the menswear fashion market in the UK, mobile services, service designs and marketing communication. Based on the secondary research results, a questionnaire was designed to identify the target customers who are young male consumers aged between 19 and 24. According to their responses, youngsters show stronger interests in mobile services and they are willing to receive fashion information through mobile services. On the other hand, they prefer more personal involvement services rather than fashion information provision, such as GQ’s mobile services. At the second stage of the primary research, two cases were discussed regarding two existing fashion companies, GQ and Net-a-porter, which provide mobile services. GQ, as a world leading male fashion company, only provides fashion information for its target group, that is, middle class males aged between 25 and 40. Net-a-porter, as a successful fashion website, provides complete mobile services including fashion information delivery and online shopping system and its’ target customers are middle class females aged between 25 and 40. Although young male customers show their interests in using mobile services to receive fashion information, there is still no mobile service targeting young male consumers. Hence, the major project developed a fashion company called Fashion Fusion, providing fashion related information, products, and services for young male consumers.
Services that Fashion Fusion offers will be fully discussed in Chapter 6. The service design concept is from the primary and secondary research results. It targets young male consumers in the age range between 19 and 24 and it provides more personal involvement services, Style Finder and Online Fit-in. A style finder helps users to find the stores that provide the styles they need. The store information will be combined with GPS service. Users can easily follow the map instruction to find the stores. Online fit-in is the service that users can use to assist them in making decisions. For instance, users see something really nice when they are shopping. They can create their own personal models through the mobile service provided by Fashion Fusion. Then they scan the barcode on the tag and the clothes will fit the model they create. The service also provides different outfits with the clothes they choose.
After developing the service concept, the design concepts were tested by five interviewees who were selected from respondents to the first questionnaires. They gave some positive feedback about the service that Fashion Fusion provides. However, they had concerns about how the database can be extended for the services. In other words, they considered the services which are interesting; however, if they can’t get as much information as possible from the services, they may not continually use it. Keywords: Marketing Communication, Mobile marketing, Service Design, Youth fashion

1. Introduction
1.1. Aims The aim is to enhance the exposure of fashion trends to a male target group through optimizing the medium of mobile phone.

1.2. Objectives

1. To understand the menswear fashion industry
– To identify the industry structure
– How many companies (websites or magazines) provide fashion information to male consumers and who are their target consumers?
– How do they deliver fashion information to their target customers?
– How much do the target consumers have to pay in order to acquire the information?

2. To understand mobile phone services
– What’s the future trend of mobile phone services?
– Are there any other industries which have successful experiences in promoting their products through mobiles?
– Is there any fashion company promoting products through mobile phones?
– How do they promote their products through mobile phones?

3. To identify the target customers by questionnaire surveys
– Male
– Age
– Education Level
– Monthly Income
– What do they do?
– How do they spend their money?
– What do they do when they purchase clothes?
– What do they like?
– How do they approach fashion?
– How they use their mobile phones?

4. Marketing strategy development
– Based on secondary and primary research
– To choose the target customers
– To identify the market position
– To develop a marketing strategy (4Ps)

5. To develop service design concept
– Based on secondary and primary research
– To show the service design concept with PowerPoint

6. To collect the target customers’ feedback using interviews
– Based on the web page prototype
– To identify different factors used in the design concepts and examine whether they attract target customers or not.
– To identify whether target customers have interests in receiving the service design concept.
– To evaluate the feedback

1.3. Methodology

According to the above flowchart, the major project research started with the literature review. Through secondary research, existing mobile phone services, the men’s fashion market, service designs and marketing communication were observed. Next, based on my primary and secondary research, the first questionnaire is to identify the target customers under study. According to the results of the questionnaire, a marketing strategy was developed with 4p, namely, product (service), price, place and promotion. After that, two of the services were further developed and the design concept was illustrated as a storyboard. Based on the storyboard, the details of the two services were presented with PowerPoint. In order to test whether the services could meet the demands of target customers, five people were interviewed to collect the feedback. At the end, the report will provide a suggestion and recommendation for mobile phone services in the menswear fashion industry.

2. Literature Review

The literature review can be divided into four sections. As the main purpose of the report is try to enhance the fashion trend exposure to male consumers via mobile services, menswear fashion was a part of the secondary research. This part discussed the background of menswear fashion, the menswear market in the UK and the future development of menswear. The second part of the literature review is related to mobile services. The second part gives further discussions about the market of mobile services in the UK, mobile service trends and then the PEST analysis of the mobile service market. The third part presents the service design followed by the section regarding the development of the service design concept. The last section is marketing communication due to about the research focus on mobile phones as a marketing communication tool to promote menswear.

3. Questionnaire
3.1. Overview

This questionnaire was designed to identify which target group is interested in receiving fashion information through mobile phones.
As this project attempts to understand whether there is any profit and advantage for fashion companies to launch the mobile marketing. This questionnaire chose two existing fashion websites, GQ and Style.com, which provide fashion information both on the internet and through mobile phones. Although these two fashion website provide fashion information through mobile services, this questionnaire intends to figure out whether there is any insufficiency. By understanding the demands of the target customers, the following part of the major project can rely on the results for developing a marketing strategy.

3.2. Aims

In order to have a complete understanding of the potential consumers of mobile services, this survey is to examine how people perceive the existing fashion information delivered through mobile services.

3.3. Objectives

1. To explore related secondary resources
It can be divided into four aspects, that is, menswear fashion trend, mobile service, service design and mobile-related service.
2. To select 1-2 fashion information providers who provide mobile services based on the results derived from the secondary research.
The aim is to test and understand whether male consumers are satisfied with the existing fashion companies’ mobile services. In order to understand how they feel about existing services, the questionnaire intends to identify how to improve the existing services. It aims at providing better services that can meet customers’ needs.
3. To develop the questions
These questions are developed to identify the age generation of the target male customers and understand what kind of services they are more interested in.
4. To test with 3-4 target respondents
The test was conducted with 3-5 target respondents in order to find out the problems of the questions.
5. To revise the questions
Based on the testing results, the questions were revised.
6. To deliver the questionnaires
The delivery methods can be divided into two ways.
- the internet
- street survey

3.4. Findings and Evaluation
Background information of respondents Figure 1: The age groups of the respondents. (Graph by Tzu-Yin Hsu)
The 100 male respondents in this research are living in the UK. According to the above figure, the respondents can be classified into five different age groups, namely, under 18, 19 to 24 years old, 25 to 30 years old, 31 to 35 years old and over 35 years old. The age group of 19 to 24 consisted of more than 60% of the respondents. The result corresponded well with the secondary research and as indicated in the results, young male consumers have stronger interests in mobile phone services. Figure 2: Occupation of respondents (Graph by Tzu-Yin Hsu)
Figure 2 points out that most of the respondents are students since they are young and have less money to spend. Therefore, the service designs need to consider that the target customers tend to be more price-oriented.

Experiences and habits

Most of them (about 87%) use mobile phones for surfing the Internet everyday. Furthermore, 87% of the respondents consider that receiving fashion information via mobile phones is useful. The following figure indicates that mobile phone users spend more time on using GPS service, surfing information, news reading and TV watching. As GPS is one of the most popular mobile phone services, fashion companies can combine this service with provision of fashion information. Only few respondents (6%) spend time on shopping through mobile phones. It demonstrates that male consumers still have typical shopping habits and less confidence in shopping through mobile phones. However, it indicates that there is still huge potential to build up online shopping habits through the Internet.

Figure 3: What kind of service do you use through mobile Internet? Tick 3 at most. (Graph by Tzu-Yin Hsu)

Service preference Figure 4: Are the respondents satisfied with the existing mobile services, such as GQ or Style.com? (Graph by Tzu-Yin Hsu)

According to the above figure, most respondents are not satisfied with existing mobile services from fashion companies such as GQ and Style.com that only provide fashion information without other more attractive mobile services. Therefore, the following questions intend to distinguish demands of the target customers.

Figure 5: If there is a whole new options of fashion information received through mobile services, what kind of service do the respondents want? (Graph by Tzu-Yin Hsu)

According to figure 5, it is surprising to discover that the target customers are not really interested in catwalk photos and fashion news. On the contrary, the respondents showed that they have better interests in services which are more related to their personal life such as discount information, coupon provision, store information *GPS and customized service. Nevertheless, existing fashion companies provide more service about fashion information, such as catwalk shows and latest fashion news. These services cannot fulfil the target customers’ needs.

On the other hand, although online shopping systems are less emphasised in this questionnaire, according to the secondary research, the growth of on-line shopping still have great potential as long as a new shopping habit can be developed. Indeed, most customers, especially in the younger age groups, have extensively accepted online shopping through computers. There are two reasons why they still cannot accept online shopping through mobile phones. First, the screen size is too small for them to browse shopping websites. Nonetheless, smart phones will become a future trend in the mobile market. In the meanwhile, mobile phone designs tend to focus on the interface; therefore, larger screens will be a tendency. Second, they have psychological barriers to use a whole new method to purchase. However, young people enjoy trying new things. It is not really difficult for them to accept a new shopping way.

3.5. Summary According to the questionnaire results, youngsters show stronger interests in mobile phone services. Therefore, the target customers are determined to be male consumers aged 19-24 who are more price-oriented. Most of the target customers are not satisfied with the existing mobile phone services delivering fashion information, such as GQ (Style.com). It is because existing mobile phone services from well-known fashion website only provide fashion information instead of other personalised services. According to the results of the primary research, the young male target group desire services with more personal involvement, such as discount information, coupons download, online fit-in and GPS*Stores. These services are strongly connected to consumers’ personal lives. Hence, the following section will focus on personal related services.

4. Case Study
4.1. Overview

This case study discusses fashion companies that provide mobile services to deliver fashion information. There are more and more fashion companies which provide services through mobile phones. Those companies can be divided into two main types. One is fashion retailers, such as Next and Zara; the other is fashion information providers, such as GQ and Fashion Networker. GQ was chosen because it is the only fashion information provider to male customers and the services are delivered through mobile phones. Net-a-porter was targeted because it provides mobile services issuing both female fashion information and online shopping. In the following paragraph, GQ and Net-a-porter will be taken as samples to identify the existing mobile services. GQ is one of most well-known fashion information providers dedicated to services for male consumers. Therefore, it is beneficial and constructive to have a further research in order to figure out whether there is any insufficiency and how is can be improved. As for Net-a-porter, it can be considered as a successful and complete female fashion provider through mobile devices. By analyzing GQ and Net-a-porter, this report attempts to evaluate the analysis. In the end of the paper, a comparison is made to other mobile services providers in terms of service provision, target customers, price, and usage between several websites.

4.2. Case of company
Fashion Website Mobile Service Service Provision Target Customer Price Usage
GQ Runway
Style news
Audio Podcast
25-40 Male middle Class Free Only can be used in iPhone
Net-A-Porter Buy wherever you are
Create wish lists on the move
Fashion news
Shop new arrivals
Share with friends 25-40 Female middle Class Free Only can be used in iPhone
Fashion Network Runway fashion shows
Hair & makeup
Designer Review 18-45 Fashion awareness people Free Only can be used in iPhone
Table 1: Comparison between fashion website with mobile services (Graph by Tzu-Yin Hsu)

4.3. Findings and Evaluation

As above, the fashion information provider, Fashion Network, only offers catwalk photos for those who are aware of fashion. Although GQ has targeted the same gender as Fashion Fusion does, it focuses on working class male consumers and it provides fashion and lifestyle-related information without offering shopping systems. Net-A-Porter, as a successful shopping website, targets working class females by offering better quality and premium products.

5. Recommendations

In the major project, Fashion Fusion is the company that uses mobile services as their communication tool in order to enhance the exposure of male fashion. Nevertheless, other fashion companies, such as shopping websites and fashion retailers can also consider the mobile services that are mentioned in the major project. The research on mobile services and the development in the major project received positive responses from the target groups. On the other hand, most interviewees showed concerns about the database of the services, such as Style Finder and Online Fit-in. They considered the extension of the database to be the core factor for them to use the services. Consequently, fashion companies consider using the similar mobile services for the male fashion industry.

Due to time limitation, the range of the major project could only include the UK male fashion market. The secondary and primary researches were all based on the UK market and focused on the young male market. However, this major project deals with a worldwide issue. Mobile phones as the most widespread communication tools, used not only by younger customers, are influential and closely related to consumers. Therefore, the project can be extended to the worldwide market and it also can be broadened to other age groups in future research.

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International Studies of Management & Organization, 26. USUNIER, J. C. & LEE, J. A. 2005. Marketing Across Cultures, Edinbrugh, Pearson Education limited. WILSKA, T.-A. 2003. Mobile Phone Use as Part of Young. Consumer Policy. WOODRUFFE-BURTON, H. 1998. Private desires, public display: consumption,postmodernism and fashion’s “new man”. International Journal of Retail & Distribution Management, 26, pp.301-310. WORTH, S. 2009. Market Report 2009 - Clothing Retailing. August 2009 ed.