Task 2 - Summery of PEST analysis

I can learn a lot about what I should do as a designer from this company. Not so long ago it started out as just potential, which is what I have at the moment.

It proves that by focusing al your efforts into a specific area a lot can be achieved.

I am still undecided as to exactly what I want to do a designer. It is beginning to look like packaging and logo design are what I am really enjoying and interested in; especially packaging for clothes retail.

Therefore I too should develop and image and target demographic. This will lean me to who I want to work for. I imagine it will probably be for businesses like ‘White Label Clothing.’ However they may not have the disposable income as independent companies to afford me. So perhaps looking a little higher up the chain. A company which has the same ethics but on a National scale would be more suitable.

It is not just the how the company came about that is ideal however. The placement of their store in Leeds could not be better. They have a small store in Thorntons Arcade, right in the middle of Leeds City centre. This has implication of where I might want to work. I will not need to set a up a store obviously, but it does make me think; should I try to work for a company which is based in a high populated area? So that the company has as much exposure as possible. Or do I just set up with a company or go freelance somewhere more convenient to get to or closer to my flat/house.

All this affects how I would communicate with clients. Would they come to my office in the City? Or do they have to arrange to get out of the city? Should I go to them if it is more convenient? And if it is not convenient for them to get to me, them perhaphs I simply shouldn’t be here.

Task 2 - PEST analysis of a company

‘White Label Clothing’ is an independent clothing retailers which has two local stores. One in Leeds and another in Manchester. It was set up in 2002 by a guy called ‘Tim Shaw’ who after working as a DJ thought it was time for a change of lifestyle. So with no background knowledge of industry or running a company he took out a £2000 loan from Baz (a friend I imagine) and got himself a corridor between two other shops in Afflecks Place in Manchester.

The name of the company refers to White Label Records. A white label record is an independent record, which is unsigned and un-officially produced; hard to find but widely sought after. This is the nature in which the business is run. Highly sought after clothes that are hard to find, unless you know here to look.

The company was set up before the recession began, but not by much. They were expanding still by the time the recession kicked in. However because of it’s target demographic, which is students, it was able to combat the recession by putting all items on a 25% sale in store, which is amazing considering every item in limited edition. Having students as their main demographic was wise as after all students, in a widespread sense, have the biggest disposable income of anyone.

The company run my Tim Shaw stays loyal to its roots as an independent retailer. The garments that are sold are exclusively designed by independent designers and their printing partners. Their methods of manufacture are quite high cost but the turn over is good and they have never been in financial problems. This is due largely to the amount of promotion they have achieved.

Over the past 7 years they have won several awards, including, Best new Shop in the Leeds in the Leeds shopping guide 2004, best menswear and independent of the year as well as winning fashion shows and catwalks. In fact they had so much success that the BBC interviewed Tim for a online publication on the BBC Blast website The publication remained there for 4 years. They even featured on a Channel 4 programme called ‘The Hustlers’ which was about successful independent companies. So they have had to do very little promotion themselves really. (which must be nice).

They do not just sell in the two stores however. Their website offers further discounts and a delivery service which is very impressive for a company which was only set up 7 years ago.

Over all their business is run very competently by a very small team of fiends and family. But not only is it reliable it is also inspirational which is what I think makes this, such a special Company.