Post on 15-Apr-2017
Research and Analysis of Monsoon Accessorize Ltd.
• Overview: o British private limited company o London registered address o Monsoon Accessorize Ltd. Operates two international retail clothing
chains-‐ Monsoon and Accessorize. • History and Background:
o Founded in 1973 by a market-‐stall trader named Peter Simon o First shop opened in Beauchamp Place in May of 1973 o First Accessorize shop opened in 1984, next door to Monsoon in
Covent Garden o Early collections were born from the clothes made in Indian villages
using vegetable dyes, hand-‐loomed cotton and block printing. o John Browett, former head of retail at Apple, became chief executive
in early 2013 o Now, the company has about 1400 stores in 74 different countries
• Inspiration: o In 1973, Simon returned home with a vision. After travelling
extensively through exotic lands, he felt inspired by the eastern craft traditions, vivid colours, and rich fabrics that he had seen.
o For four decades, Monsoon designers have followed in these footsteps and maintain this sense of cultural and global inspiration to speak to women who dress with a sense of adventure
• Philosophy and Mission: o Philosophy:
§ “We love creating clothes that celebrate your individuality and make dressing for the occasion more exciting”
o Mission: § To LOVE – Living our Values and Ethics since 1973 § To emphasize that responsibility extends past the wardrobe § To ensure that every element of the Monsoon story reflects the
company’s values, from sourcing the finest materials to ensuring each supplier meets high ethical standards
§ To ensure maintenance of ethical roots, support ethical design and traditional handicrafts, and encourage recycling in everything the company is a part of
§ To help improve the lives of 10,000 women an children in Asia every year
§ To create clothes that make you look and feel good § To drive continuous improvements throughout its supply
chain
• Ethics and Giving Back: o Monsoon Accessorize Ltd. asks all of its suppliers to commit to the
Monsoon Accessorize Code of Conduct § Based on ETI standards § Sets out minimum requirements relating to working
conditions, pay and employment rights § Allows for suppliers to help improve and monitor progress via
regular (as well as unannounced) visits from external audit teams
o Support of SEWA § SEWA is India’s Self Employed Women’s Association § Sets up embroidery centres and community programmes in
Delhi and Bareilly in North India o Monsoon Accessorize Animal Welfare Policy
§ Zero tolerance policy for animal cruelty in the company’s supply chain. All suppliers are required to sign up to their animal welfare policy as a condition of doing business
o Concerns about Angora Wool § It is confirmed that live plucking was not used anywhere in the
company’s supply chain. The supplier farms worked towards the “5 Freedoms of Animal Welfare” and, in particular, freedom from hunger, thirst, pain, discomfort and distress
§ However, because there were customer concerns about Angora wool even after the above research was done, the company decided to end its usage of angora wool altogether and maintain its ethical standards.
o Member of Ethical Trading Initiative (ETI) § Committed to ensuring high ethical standards across the
supply chain o Monsoon Trust Boutique
§ Aim is to create beautiful hand0crafted gifts and homewares, while creating livelihoods for disadvantaged artisan communities
§ Most of the company’s Boutique producers are members of the World Fair Trade Organization (WFTO) or the Indian Fair Trade Federation and all share the goal of helping disadvantaged artisan groups
§ Through Boutique, market access and support is provided § The Boutique range is also all about sustainable fashion and
up-‐cycling Monsoon fabrics. Fabric offcuts are collected and transformed into something new, beautiful and unique
• Quilts, hand-‐stitched in the Himalayas, are created from small pieces of Monsoon prints while other pieces are fashioned into cute aprons and retro girls dresses
§ All profits from the Boutique range go to the company’s charity, the Monsoon Accessorize Trust, to help women and children in Asia
o Monsoon Accessorize Trust § Founded in 1994 § Reaches over 10,000 women and children every year § Helps disadvantaged women and children in Asia through
education, health and income generation projects § Funded projects include a programme to provide health care in
remote villages in India, a hostel for homeless children in Delhi and a project to help rebuild the silk cultivation industry in Afghanistan
• Past Problems and Current Solutions o Customer Concerns
§ Customers were concerned that obtaining angora wool for some of the company’s products was causing harm to certain animals
§ Research was done and even though it was proven that absolutely no harm was being done, the company decided to terminate all usage of this material anyway
§ These concerns were problematic for the company because it decreased some of its credibility as well as caused the company to change some of its ways
o Decline in Sales § When it comes to sales, the worst year for the company was in
between 2012 and 2013 § 12% decline in group sales over its full financial year § A full reorganization of senior management was implemented
and a new CEO (John Browett) was hired • Cost control was introduced • New leadership structure • Ongoing international expansion
• Social Media o Google+
§ 270 followers § 399, 593 total views § In their circle: 240 people § In circle: 270 people § Posts almost every day and definitely every week § Most popular posts include introduction of sales, asking
customers questions, and relating products to current events and trends
o Facebook § 190, 521 total page likes
§ Posts almost every day and definitely every week § Most popular posts include introduction of sales, relating
products to current events and trends and asking customers questions
§ Observation: pictures are very engaging! Every post includes some sort of visual that can attract the eye of the consumer and get them engaged in the company’s page
o Twitter § 26.5k followers § Tweets almost every day and definitely every week § Most popular posts include asking customers questions,
mentioning where the company’s products are worn or featured in the media, and relating products to current events and trends
§ Posts do not get too many favorites or retweets o Pinterest
§ 17 boards § 644 pins § 4, 385 followers § 94 following § Pins products, inspirations and patterns § Pins Monsoon Accessorize Ltd. posts as well as those from
other companies and brands o Youtube
§ 814 subscribers § Most popular posts include style advice videos, behind the
scenes newsfrom the latest fashion shoots, and films charting the company’s global adventures
§ Posts about once a month or once every two months (on average)
§ Most amount of views on one video: 217, 777 views § Least amount of views on one video: 84 views § Youtube page provides a link to the company’s other social
media pages o Instagram
§ 18k followers § 149 following § 484 posts § Most pages that are followed are magazines, celebrities,
fashion icons, fashion bloggers, and various companies in the fashion industry
§ Most popular posts include introduction of sales, introduction of new products or lines, behind the scenes insight of the company, and products related to current events and trends
§ Great use of hashtags • Generic hashtags
o Allow for people who are not following the page to locate it easily and be inspired to follow it
o Examples: #midseasonsale, #specialoffer, #shopping, #freedelivery. #style,
• Specific hashtags o Encourages fans and followers of the page to
check back in with the page o Examples: #MonsoonMums
• Website (uk.monsoon.co.uk/) o Excellent Customer Service
§ FAQs (frequently asked questions) for the customer’s convenience
§ Clear listing of contact information § Free UK standard delivery on orders over 75 pounds § Free UK returns § Care guide (how to keep the products in their best form) § Size guide § Country options (ability to change the website based on where
you live) eliminates any possible confusion or language/ cultural barrier
§ Reward cards and gift cards are available o Organization of Products
§ Categorized in an organized and clear way § Sub-‐categorizations help to narrow the search § Search bar allows for specific products to be located § Monsoon products and Accessorize products are linked (easy
access to both websites) § Rating option (1-‐5 stars) are associated with some of the
products which show customers’ opinions and reviews § Product details are available in one click
• Multiple pictures of the product show different fits and angles
• Quantity, size, color, price • Availabilities (in stock or out of stock) • Description • Option to zoom in to see texture and detail of the
product § Suggestions of other products based on customer information