Jane Norman PESTEL Analysis

Jane Norman - P E S T E L

I conducted a PESTEL analysis for our failing brand within our group. 

Political- One of the aspects I researched into Jane Norman was the Recession as this really had a bad impact on the brand. 

The Recession started in 2008 but in 2011 this is when it hit badly. This is one of the main reasons Jane Norman went into administration because at this time people hardly had any money at all. People were losing their jobs and could no longer afford the high prices Jane Norman charge. 

 

Economic- Inflation also had a bad impact on Jane Norman. After the Recession, high inflation came along and put Jane Norman straight into administration. 

Social- A main issue from the social aspects of Jane Norman is advertising. Jane Norman don't advertise enough at all, in fact they never advertise in magazines, billboards, leaflets & online. This is a big issue as advertising plays a big part in selling your brand, and unfortunately Jane Norman failed to do so badly. 

 

Technological- Jane Norman sells there clothing online, but does there website do a great job at selling there items?...

I found that Jane Normans website is very unprofessional. There clothing is modelled and edited very cheaply which doesn't so the brand any favours at all. 

Ethical- Jane Norman don't take the environment into consideration when making there clothes. Cheap, stretchy synthetic fabrics are used for almost all there clothing. This is an issue because there is a great deal in using Eco fabrics. There are a lot of consumers which like there clothing to be made from Eco fabrics so in doing so could turn the brand around. 

Legal- Looking into Consumer Rights, I had found a number of complaints from the time when Jane Norman was heading into administration (2011) about there gift cards. Customers that bought their gift cards before it went into administration - June 2011 just had over two months  to cash in their cards. However they had to spend twice the value held on the card and were unable to cash in their cards over Jane Normans website.