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