It also aims to introduce a younger consumer to the brand. The research conducted for this project found that younger consumers are familiar with the old St. Michael brand that is now classed as ‘vintage’. They have little disposable income and are more aware of sustainable efforts made by retailers. The Annual Penny Bazaar is a way of targeting these potential customers by using the few elements of the Marks and Spencer brand which they are familiar with: second hand/vintage clothing, low cost products, sustainability and brand history.

 

The bazaar is set up like a car boot or jumble sale yet is a charitable event where all items are sold for a penny and all profit is donated to Oxfam. They are sold for a penny to involve the history of the brand in a modern era as it would be almost impossible to sell any new items for a penny in the current economic climate. Michael Marks sold all items for a penny on The Original Penny Bazaar store around 130 years ago before it evolved in to Marks and Spencer as we know it today.

 

The event has been branded so it is recognizable and can be associated with Marks and Spencer. A promotional pack can be picked up in store and additional colours and materials can be downloaded online from The Annual Penny Bazaar website. The colours and designs have been chosen based on their ability to be unisex and ‘mix and matched’. Illustrations have been created by myself and digitally edited in a variety of colours, this has been done to avoid any copyright laws.

 

The promotional material has purposely been given a craft element to the production of a penny bazaar. This has been added due to the consumer demand of more art, craft and stationary products to be made available by Marks and Spencer.

 

By selling items for a penny, Marks and Spencer’s makes it possible for people who would usually not be able to afford to change their wardrobe, to do so. Bazaars could be specialised towards clothes for the elderly or school uniforms for families who struggle to afford it.

 

Schools, local councils and places of work all over the UK are encouraged to participate in the event.

 

The promotional materials have been made available to download from the website so that anybody can host a personal penny bazaar. This could be an event between friends or an event that is hosted, organized and advertised, big or small, by any individual.

 

The Annual Penny Bazaar is a different approach in attempting to resolve the falling general merchandise sales that Marks and Spencer have experienced the last few years. Although not directly creating profit for the company it is a marketing campaign that aims to reinstate the brands values and indirectly target new customers.