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CONTENTS 004-005 006-007 008-009 010-013 014-015 016-017 018-019 020-025 026-027 028-029 030-031 032-033 034-035 036-037 038-039 040-049 052-065 066-073 074-083 084-007 094-111 112-127 128-145 146-165 166-169 170-182 182-183
INTRODUCTION D E F I N I T I O N O F C E L E B R I T Y C O L L A B O R AT I O N B E N E F I T S O F C E L E B R I T Y C O L L A B O R AT I O N S THEORY INTRODUCTION TO TOPSHOP T O P S H O P X K AT E M O S S 2014 COLLECTION 2014 COLLECTION PRODUCTS MARKETING: PUBLICITY MARKETING: SALES & VISUAL MERCHANDISING MARKETING: BRANDING MARKETING: ADVERTISING P H A S E 2 : T O P S H O P X D AV I D B O W I E TA R G E T A U D I E N C E CUSTOMER PROFILE D AV I D B O W I E B R A N D I D E N T I T Y DESIGNER RESEARCH TREND RESEARCH: COLOUR TREND RESEARCH: TEXTILES TREND RESEARCH: KEY SILHOUETTES DIRECTIONAL RESEARCH COMPETITOR RESEARCH SILHOUETTE DEVELOPMENT M A R K E T I N G C O M M U N I C AT I O N S P L A N REFERENCES FIGURE LIST APPENDIX
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I N T R O D U C T I O N By expl ori n g th e Tops h op x Kate M o s s col l ecti on s , th i s j ou rn al s eeks to u n ders ta n d h ow cel ebri ty col l aborati on s can h ave a n ef fect on a bran d’s i mage, m on etar y v a lu e, s tatu s an d m arketi n g commu n i ca tio n s . By s tu dyi n g academi c res earch rela tin g to th e defi n i ti on of des i gn er an d cel eb r ity col l aborati on s , al on g wi th th e corres pon d in g ben efi ts , a s ou n d u n ders tan di n g of why a n d h ow bran ds i n tegrate th e tech n i qu e i n to th eir marketi n g s trategi es wi l l be gai n ed. Du ri n g th e s econ d ph as e of th i s j ou rn a l, a caps u l e col l ecti on wi l l be created for Tops h o p A / W 17/ 18, i n s pi red by th e l ate Davi d B owie. Pri or to th i s , th e i den ti ty of Bowi e w ill b e exam i n ed, u n ders tan di n g h ow th i s i den tity can be m ade s u i tabl e for th e Tops h op ta rg et au di en ce. Al on gs i de th e caps u l e col l ec tio n wi l l ru n a m arketi n g com m u n i cati on s p la n , wh i ch wi l l be expl ai n ed wi th i n th e f in a l s ecti on of th i s j ou rn al .
DEFINITION OF CELEBRITY COLLABORATION
W h ile th e term ‘celebrity fas h io n co lla bo rat io n’ h a s n o s o lid d efin itio n (A h n , Kim an d Fo r n ey, 2 010), th e u s e o f celebrities a s a par t o f a b ran d’s ma rketin g co mmu n ica tio n s is n o t a n ew p h en o men o n . Des ign ers o ften ch o o s e t o u se a cas t o f celeb rities w ith in th eir co mmun ic at io n s s tra tegies a s th ey are freq u en tly viewed as m o re a ppealin g an d power fu l th a n u n kn ow n m o de ls (Ca rro ll, 2 008 an d E rd o gan , 1999). Many d es ign ers ch o o s e to co lla bo rat e wit h celeb rities an d create co llectio n s , w h ils t s o m e m ay a ls o ch o o s e to h ire celeb rities as ambas s ado r s, o r s imp ly u s e th em in th eir a dver tis in g ca m paign s (Gibs o n , 2 012 ); Th e co n ceptu al relevan c e o f celeb rities w ith in fas h io n is th erefo re e qu ally impo r tan t fo r aca demics an d ma rke t e r s t o u n d ers ta n d. A lth o u gh th e pu blic is a ble t o gain a g limps e in to a celeb rity ’s life th ro u g h t h e m e dia (Prin g le, 2 004), celebrities a re n o lo n g e r m e re ly s pecta cles a ris in g fro m s u ch media , an d in st e ad th ey ca rr y a clas s ifica tio n s ys tem o f th e ir own (Co p e an d Ma lo n ey, 2 016). Celeb rities are n ow s een to aris e fro m famo u s fa milies , exc e pt io n al a ch ievemen ts , reality televis io n , fic t io n al ch aracters , o r s imply b ein g fa mo u s fo r be in g fa mo u s (Ro jek, 2 001). PAGE 6
Figure 3
TOPSHOP IVY PARK COLLECTION COLLABORATION WITH BEYONCE
BENEFITS OF CELEBRITY COLLABORATIONS
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Figure 4 TOPSHOP COLLABORATION WITH KENDALL AND KYLIE JENNER
Ove r th e p a s t two decades, the consum i ng pu blic h a s b u ilt an avid in teres t in a ll th in g s c e le br it y re la t e d ( Pr i n g l e , 2 0 0 4) ; Thi s m eans that reco g n is in g th e ben efits a n d mo n eta r y va lu e o f de sign e r a n d c e l e b r i ty c ol l aborati ons i s v i tal f or co mp an ies to crea te co mpellin g a dver tis emen ts a n d bran d st o rie s . A l th ou g h research i nto the ef f ecti ven es s o f celeb rities is “s till ma tu rin g� (Co p e a n d M alo n ey, 2 0 16 : 5 1 ) , i t i s c l ear that a wor thy f i t between b ran d an d celebrity ca n h ave a n u mber o f po sit ive im p a c ts . C e l e b r i ty and desi gner col l abora tio n s can : in crea s e co mp etitio n a n d a tten tio n (E rdo gan , 199 9 ) ; b u i l d s u b stanti al f i nanci al returns (E rd o gan , Baker an d Ta gg, 2 001), aid ima ge po lish in g, b ra nd i n trod u c ti o n and brand posi ti oni ng (Ca rro ll, 2 008: 15 0).
TOPSHOP X KATE MOSS
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Figure 5
THEORY Alt hou g h i t i s i mpor tant to i denti f y the po s itive e f f e ct s of c e l e bri ti es, i t i s al so usefu l to u n d e r s ta n d why a nd how they prov i de m ean in g s a n d a s s oc i a ti on s . M cCracken ( 1989) put f o r w a rd a t hre e - s ta g e ‘ M e ani ng Transf er M odel ’, i n o rder t o un d e r s ta n d wh at a cel ebri ty represent s , an d h ow t h i s re p re s e n tati on i s transf erred onto th e co n su me r. Mc C ra cken ex pl ai ns that cons u mers a re a bl e to a s s i g n m eani ngs and associ at io n s to ce le b r i ti e s b e c a u s e of thei r careers, and th es e m e a ni n g s a re th e n transf erred onto the pro du ct w he n th e i n d i v i d ual i s seen i n an adver ti s emen t. Wit h in th e f i n a l s t age of the m odel , the m ean in g t ha t b e c om e s s y n ony m ous to the product, is th en t ra n sf e r re d on to the consum er – thus allow in g t he ce l e b r i ty to b e seen as a “condui t of c u ltu ral m e a ni n g tra n s f e r ” ( M cCracken, 1989: 151). A n e xa m p l e of th i s in practi ce i s Topshop x Ka te M o ss; Th e c on s u m er m ay f eel that i f th ey b u y a p ro d u c t f rom the Kate M oss l i ne, they w ill be m o re c on n e c te d , or m ore representati o n a l o f Ka t e’s p e r s on a l s ty l e. .
Figure 6
H e re th e ‘m atchup hy pothesi s’ ca n b e a pplied w h ich p o s its th at th e e f f e c ti veness of a col l aborati on o r en d o rs emen t relies o n th e c on g r u e n ce between the cel ebri ty a n d th e pro du ct (Kamin s , 1990, q u ote d i n Sti el er, 20 17) . As M oss i s a s tyle ico n a n d is wo rkin g w ith a f a s h i on abl e retai l er, the ef f ecti ve s yn erg y between th e celeb rity a n d th e b rand i s seen as “co- brandin g” a n d a “s tra tegic a llia n ce” ( Ka l a f a i s and L edden, 20 14, quo ted in Car tn er -Mo rley, 2 010). M u c h of th e m atchup hy pothesi s i s th erefo re s een as a fittin g s tu dy, h oweve r s o f ar, m ost of the ex perimen ta l res earch rela tin g to th e hy p oth e s i s al so f ocuses on the ef f ect o f th e phys ica l a ttractiven es s of th e e n dorser ( Sti el er, 20 17 : 215). Th is is n o t alw ays th e ca s e, a s s e e n wi th Venus Wi l l i am s endorsi n g s po r ts b ran d Reebo k. A n gel M a r ti n e z , Reebok’s chi ef m arketi n g o f ficer, expla in ed th at th ere wa s n o “ b etter i ndi v i dual i n thi s wo rld to defin e w h at it mea n s to ove rc ome obstacl es” ( Sandom i r, 2 000), w h ich in fa ct s u g ges ts th a t th e c o nsum ers’ are not buy i ng in to Reebo k beca u s e o f Ven u s Wi l l i a m’s phy si cal attracti veness, bu t in s tead b eca u s e o f h er o th er c h a ra c te r isti cs and ex per ti se ( Ti l l an d Bu s ler, 1998). S u bs eq u en tly, i t c a n b e assum ed that the l evel o f emp irica l s u ppo r t fo r th e a ttra c ti ve n ess m atchup hy pothesi s is s till q u es tio n able, an d relies on f u r th e r research and ex peri m enta tio n . D u r i n g th e nex t secti on of thi s j ourn a l, th e ma rketin g in teg ratio n of M os s a nd Topshop wi l l be di scuss ed in fu r th er detail, g ain in g a n u n d e r s ta ndi ng of how M oss’s ori gin al s tyle w a s ma de s u itable fo r Top s h op’s target m arket, and how i t w as ma rketed to th is au dien ce.
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STYLE ICON KATE MOSS, BY PETER LINDBERGH. FOR VOGUE ITALIA
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TOPSH OP Si tti n g u n der th e m an ageri al u m brel l a o f th e Arcadi a Grou p, Tops h op’s you n g target m a r ket ( McDerm ott, 2 002 ) i s s ai d to average at aro u n d twen ty, wi th con s u m ers as you n g as fi fteen , a n d reach i n g arou n d twen ty-fi ve ( Newman an d Pa tel, 2 004: 7 7 1) . Th i s target age ran ge was repo r ted i n 2 003, h owever wi th recen t s tore obs er va tio n s con du cted i n Pres ton an d L eeds , i t can be s a id th at th e target age h as been modern i s e d , a s th ere i s n o real age bou n dar y for th e Top s h o p con s u mer ( s ee A ppen di x 1) . Th e retai l er i s “a lwa y s a bran d abou t fi rs ts” ( Arcadi agrou p.c o . u k , 2 017 ) , wh i ch m akes i t appeal i n g to th e b ra ve, s tyl i s ti c femal es wh o wi s h to be at th e fore f ro n t of fas h i on ; Th i s s en s e of edge n ot on l y h elp s to create a com peti ti ve advan tage an d main ta in an i m pres s i ve market s h are, bu t i t al s o expa n d s Tops h op’s appeal pas t a cer tai n age gro u p , attracti n g fem al es th at are u n i ted th rou gh th eir di vers e ran ge of fas h i on s tyl es ( Newman et a l, 2 002 ) . Bei n g acces s i bl e to th i s vari ed au dien c e i s i mpor tan t, an d th i s i s ach i eved th rou gh th e u ti l i s ati on of both “bou ti qu e s tyl e an d free -f low form ats” ( Newm an an d Patel , 2 004: 7 7 5) , b ein g avai l abl e i n depar tmen t s tores s u ch as Sel frid g es , bu t al s o i n Tops h op fran ch i s es acros s th e g lo b e.
TOPSHOP X KATE MOSS C re a ti n g 15 col l ecti ons between 2 007 a n d 2 014 (Geo g h egan , 2 013), S ir P h illip Gre e n – owner of Arcadi a Group plc – wo rked w ith fas h io n ico n Kate Mo s s to ta ke th e Topshop brand “gl obal” (Green , qu o ted in W W D, 2 006). S ir P h illip Gre e n’s c l ear v i si on to ex pand the b ran d in tern a tio n a lly is u s efu l to n o te h ere, a s i t s u p p or ts the academ i c research w h ich s u gges ts th a t celeb rity co llabo ratio ns c a n n ot o nl y hel p underpi n gl obal campaig n s (E rd o gan , 1999), b u t a ls o in tro du ce th e b ra n d to new consum ers ( Ca rro ll, 2 008). A s Co pe a n d Malo n ey (2 016 : 5 1 ) e x p l ai n, al though hi gh prof ile celebrities ma y crea te great ben efits fo r a c omp a ny, they al so com e wi th a h igh p rice; Ka te Mo s s w as rep o r tedly p aid a ro u n d £ 3 ,0 0 0,0 0 0 f or her 20 0 7 work (BBC New s , 2 007), a n d alth o u g h th is res ea rch i s n ot a concrete f i gure, i t does s till d is pla y a s u bs ta n tia l amo u n t th a t h a d to b e p a i d f or a “ prem i er sty l e i con” an d Britis h in flu en cer (Ca r tn er -Mo rley, 2 010). M os s’s l on g-term agreem ent wi th To p s h o p fo llowed a fter h er recen t allegatio n s of d r u g a b u se, however the scandal d id n o t af fect h er s ta tu s co mpletely. A lth o u gh a n u m b e r of brands dropped M os s fro m adver tis in g, S ir P h illip Green h ired h e r a n d ove rc am e thi s publ i c controvers y (S w a s h a n d Dz imw as h a , 2 014). E rdo gan ( 1 9 9 9 : 2 91) ex pl ai ns that a cel ebrity ’s q u alities may a t times s eem “in appro pria te , i r re l ev a n t and undesi rabl e” , whi l st Co p e a n d Malo n ey (2 016) als o b elieve th at th e b ra n d s h o ul d deci de whether the c elebrity is cred ib le befo re wo rkin g w ith th em. Here Gre e n’s d eci si on to work wi th M os s s u g ges ts th a t d es p ite th e exis tin g a llegatio ns a g a i n s t her, he sti l l bel i eved she wa s credib le, releva n t an d wo r th ta kin g a ris k o n.
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Figure 7
2014 COLLECTION
Figure 9
Figure 8
Moss Topshop S/S 14, for Vogue UK
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O cto ber 2 5 th 2 010 s aw th e 14th , an d la s t fu ll co llectio n fo r Mo s s , w h ich bo as ted 97 key an d b es t s ellin g pieces fro m p revio u s co llecti o n s (Ru s h to n , 2 010). S ir P h illip Green ma de t h e d ecis io n to take a b reak an d in th e fu t u re create s ma ller, ca ps u le co llectio n s , w h ich h e s aw a s a “better w a y fo r w ard ” fo r th e co mp any (Co n ti an d J o n es , 2 010). Green b elieved t h at th e retailer w as beco min g “b o gged d ow n” an d w as tr yin g to pro du ce la rge s cale co llectio n s th a t were “to o d if ficu lt” (Dra pers , 2 010). T h is ch an ge o f s tra tegy s u gges ts th at Mo s s in iti ally a llowed To p s h o p to gain b ran d in tro d u ctio n in t o n ew territo ries , s u ch as th e US , h owever it also s h ow s th a t reg ardles s o f th e s yn ergy betwe e n b ran d an d celebrity, co n tin u o u s u s e o f o n e ic o n ma y s till lo s e its ef fect o n th e co n s u mer, lea din g to a n ew ma rketin g s trategy takin g p la c e . A fter rea lis in g th a t th e co llectio n s n eed ed to be “u n iqu e” an d “s p ecial”, w ith Mo s s’s “s ta mp o n th em” (Drapers , 2 010), th e s u per mo del retu r n e d in 2 014 w ith a s maller 40-p iece co llect io n , d es crib ed as a “ w a rdro be au to bio g raphy ” (S wash a n d Dz imw as h a , 2 014). A gain rep o r tedly b e in g u s ed a s a tech n iq u e to expan d co n s u mer reac h , Green exp la in ed th a t s in ce th e 2 007 la u n ch , t h e To ps h o p b u s in es s h a d d evelo ped s ig n ifica n t ly a ro u n d th e wo rld, an d th e 2 014 th e co llec t io n ma y h a ve b een th e ch a n ce to lau n ch in Chin a (A rca dia Gro u p, 2 013 a n d Th o ma s s o n , 2 01 3). I n o rder to retain th e o rigin a l celebrity s tyle w h ilst b ein g relevan t a n d u p -to -date, th e co llectio n was s plit in to fo u r th emes : Ta ilo rin g No ir, Bale ar ic Dres s in g, Co ckta il Ho u r, an d P yjama Dres s in g (To p s h o p , 2 014). Th is en caps u lated Mo s s’s own s tyle a n d in s p ira tio n fro m h er w a rdro be, w h ilst it a ls o allowed co n s u mers’ to s ee w h ich Mo s s st y le th ey were d raw n to mo s t, th u s b ro aden in g t h e a ppeal. Th e p ieces were ava ilable o n a g lobal scale, in-store across 40 countries; on the Topshop website; via luxur y e-tailer Net-a-Por ter, and in the US d epar tmen t s to re No rd s tro m (A rca dia Grou p, 2 013 a n d Neilan a n d Ho u n s lea , 2 014). W ith an in ten s e amo u n t o f in teres t s u rro u n din g Lo ndo n fa s h io n an d Ka te Mo s s , th e co llectio n allowe d co n s u mers fro m aro u n d th e wo rld to becom e invo lved an d pu rch a s e a piece o f Britis h s t y le .
2014 COLLECTION: PRODUCT IMAGERY
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Figure 10
TOPSHOP X KATE MOSS FULL COLLECTION Balearic dressing, pyjama dressing, cocktail hour and tailoring noir
2014 COLLECTION: PRODUCT IMAGERY
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Figure 11
TOPSHOP X KATE MOSS FULL COLLECTION DIVERSE RANGE OF STYLES AND SILHOUETTES LARGE COLOUR PALETTE
Figure 12
The h edo n is tic co llectio n w as repo r ted a s “reas o n a bly pr ic e d” ( Sm i th , 2 014), w ith o n e s ta n d o u t beaded dres s retailing at £6 00; thi s p rice a rch itectu re appeals to th e ma s s ma rket, wh ilst also addi n g a s en s e o f exclu s ivity fo r th o s e w h o can af fo rd t h e h igh pri ced dres s . Th e s o p h is ticated develo pmen t o f th e Kat e M o ss x Tops h o p co llectio n a cro s s th e years is a ls o s h ow n t h ro u gh the l uxu rio u s trimmin g s a n d fabrics u s ed th ro u gh o u t t h e ran ge , i ncl udin g I ta lian s ilk an d I n d ia n la ce, co mplemen ted wit h h an d sti tch in g an d beadin g (Wo n d erla n d Ma gaz in e, 2 01 4 ). Su c h devel opmen t dis pla ys h ow To p s h o p were able to create a c o lle c t io n that s h owca s ed th e h ig h en d b ran d p ro po s itio n o f Kat e M o ss, whi l st als o appealin g to th e gen eral ta rget au dien ce by in c lu din g a rang e o f dif feren t s tyles s u ita ble fo r a variety o f o ccasio n s
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Figure 13
2014 COLLECTION MARKETING COMMUNICATIONS
PUBLICITY Fo llow in g th e relea s e o f a n A rca dia Pre ss Releas e (A rcadia Gro u p, 2 013 ), a lau n c h even t w a s h eld in o rd er to crea te p u blic it y an d in tro du ce th e co llectio n to th e m e dia. Mo s s p o s ed in th e w in d ow o f Lon do n’s O xfo rd S treet Circu s flags h ip s to re be fo re o pen in g th e do o rs a n d allow in g e age r fan s to p u rch a s e th e co llectio n fo r t h e firs t time (A lexan der, 2 013 ). Hig h pro file s tyle ico n s s u ch as Cara Delevin g n e , Su k i Waterh o u s e, S ien n a Miller an d N ao m i Ca mpbell a tten ded th e even t (Hu t c h in gs, 2 014), a gain rais in g a tten tio n an d cre at in g an exclu s ive, s tylis tic even t. A lo n g w ith celebrity g u es ts , TV Pre se n t e r an d DJ Nick Grims h a w in tro du ced t h e co llectio n o n s tage, fo llowed by a per fo rma n ce b y DJ Du ke Du mo n t (To psh o p, 2 014). Th is crea ted a b u z z a mo n gst t h e crow d an d acro s s s o cial med ia , expan din g th e la u n ch in to a fu n even t f o r all atten dees . To p s h o p th en relea s ed be h in d th e s cen es images a n d a mo n tage film expo s in g h ig h ligh ts fro m th e d ay, alo n g w ith an in ter view w ith Mo s s , a n d c lips o f cu s to mers p u rch a s in g in -s to re; th is was po s ted o n lin e at To p s h o p . co m, a llowin g th e even t to b e s een b y th o s e fan s wh o were n o t th ere in pers o n . Th e la u n ch even t s a w p res s coverage o n web s ites s u ch a s : Britis h Vo g u e, Glam o u r, Th e Telegraph - w h ich s treamed th e eve n t live - Th e Mirro r, Ta tler a n d Hu f fin g to n Po st (Hu tch in s , 2 014; S mith , 2 014; Fa sh io n . teleg raph . co . u k, 2 014; Po cklin g to n , 201 4 ; Ta tler. co m, 2 014; Wels h , 2 014). PAGE 2 6
nick grimshaw and kate moss at launch event in london featured on glamour online
Figure 14
KATE MOSS COLLECTION AT LONDON FLAGSHIP
SALES PROMOTIONS AND VISUAL MERCHANDISING
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Figure 15
VISUAL MERCHANDISING A s a sal es techni que, Topsho p created a f u n , i nteracti ve qui z that was ava ilable to s h a re throughout soci al m edi a, an d invited c on s um ers to enter a com pet itio n to w in £ 1 0 0 0 to spend at Topshop. T h is a llowed c on s um ers to ex pl ore each pro du ct lin e, wh i l s t di scoveri ng ‘ whi ch Kate’ th ey were, a n d whi ch sty l e sui ted them be s t (To ps h o p , 2 01 4).
Up o n th e la u n ch , th e Ka te Mo s s x To psh o p co llectio n h ad its ow n s ectio n wit h in t h e s to re, w h ich w a s s h ow n th ro u g h o u t t h e la u n ch even t film. Billbo ards o f Mo ss we re dis pla yed a ro u n d th e s to re, w ith a ‘ Kat e Mo s s x To ps h o p’ n eo n s ig n h an gin g fro m th e ceilin g (To p s h o p , 2 014). Th is c re at e d a d o min a n t p res en ce w ith in the st o re , draw in g co n s u mers in a n d g rabbin g t h e atten tio n in -s to re.
EXCLUSIVE INVITATION TO THE LAUNCH DINNER
BRANDING I n terms o f bran din g , an exclu sive lo go was created for the collection - see Figure 16. To b u ild s tro n g bran d id en t it y an d a s to r y beh in d th e co llectio n , To psh o p als o releas ed a p ro mo tio n a l v ide o an d a fu ll lo o k bo o k o f images s h owc asin g an exclu s ive p review o f th e colle c t io n , befo re relea s e o n A p ril 30th (K ilc o o ley O ’ Hallo ran , 2 014). Th e film in c lu de d backs ta ge fo o tage o f Mo s s an d t h e des ign ers ch o o s in g fa brics , de t ails an d pieces , w h ich again in crea se d hy pe an d allowed fan s to g et a fee l o f t h e co llectio n befo re p u rch a s in g.
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Figure 16
Figure 17
ADVERTISING Th e To ps h o p x Kate Mo s s co llectio n a ppeared in n u mero u s p rin t pu blica tio ns in o rder to adver tis e th e lin e an d co n n o t e its Britis h ro o ts . Mo s s w a s firs t s een o n th e cover o f Vo g u e UK in May 2 014 wea ring p ieces fro m h er To ps h o p lin e, in clu d in g a frin ged jacket w h ich replica ted o n e w h ic h s h e h ad previo u s ly lo s t (Millig an , 2 014) ; in s ide th e is s u e Mo s s als o s tyled Freya Beh a E rich s en fo r an ed ito rial, again wearin g items fro m th e co llectio n s a n d s h ow in g th em fo r th e firs t time. A lo n g w ith featu rin g in Vo gu e, Mo s s a ls o s tarred o n th ree Harper ’s Ba z aar ’s cover s fo r Ma y 2 014, again wea rin g p ieces fro m h er co llectio n o n each ma gaz in e. Bein g s h o t b y Terr y Rich a rds o n rein fo rced the fa ct th a t th e co llectio n is tru e to Ka t e Mo s s , a s th e ico n ic du o a re ren ow n ed for th eir wo rk to geth er (Rich a rds o n , 2 014). PAGE 3 2
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PHA SE 2 O vera ll, To p s h o p h a ve s h ow n th a t b y re ailisin g th e p o s itive ef fects o f celeb rity co llabo rat io n s, th e retailer h as b een able to exp an d it s appe al an d b ro a den th e au dien ce to in clu d e t h o se wh o may h ave n o t b een in teres ted in th e To psh o p bran d b efo re th e Kate Mo s s co llectio n s. Ta kin g th is in to a cco u n t, th e n ext s ectio n o f t h is jo u rn a l w ill fo cu s o n co mb in in g th is in f o r m at io n an d crea tin g a n ew caps u le co llection fo r t h e retailer, in s p ired b y David Bow ie.
Figure 18
Wh ils t D av id Bo wie wi ll be re me mbe re d a s the i nfl ue nti a l ar t is t an d p o s t m o de rn i c on he wa s, ma ny fa shi on fol l owe rs will co n t in u e to reme mbe r Bowi e for hi s nume rous fi c ti ona l p er s o n as an d t rend se tti ng outfi ts (Ida c ava ge , 2015). Wi th a s ex u ally am b ig uous styl e tha t wa s de si ra bl e to both me n an d wo m en , Bo wie bl urre d a nd c ha l l e nge d ge nde r norms, an d o f t en co m b in ed both ‘me nswe a r ’ a nd ‘ wome nswe a r ’ i n o n e o u t f it (A lex ande r, 2016). O f t en ex p er im en ti ng wi th di ffe re nt c olours, pa tte rns, s h ap es an d t ex t ure s, Bowi e wa s a bl e to mi x opposi te s to g et h er an d crea te a da ri ng styl e tha t pushe d the b o u n d ar ies o f wh at wa s se e n a s a c c e pta bl e wi thi n fa shi on. H e ep ito m is ed “an drogyny, c ul tura l di ve rsi ty a nd gl a m roc k” (Men kes , 2 01 6 ), a nd c ha nge d hi s styl e more dra ma ti c a l l y t h an “an y o t h er m usi c i a n i n hi stor y ” (Al e xa nde r, 2016).
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I DON’T KNOW WHERE I’M GOING FROM HERE, BUT I PROMISE IT WON’T BE BORING
Th e ta rget au dien ce fo r “ To psh o p in s p ired b y Bow ie” A /W 17/1 8 c o lle c t io n is n o t res tricted to a s pecific age ran ge , a n d in s tea d is made u p o f fe m ale s wh o a re fa s cin a ted b y Bow ie a n d t h e e f fe c t h e h a d o n fas h io n . Th e c o lle c t io n is a imed to s u it th o s e fema le s wh o se e k to pu s h bo u n daries like Bowie did, an d exp res s th eir in divid u al p e r so n alit ie s th ro u g h crea tive, s tylist ic an d a mbig u o u s clo th in g .
Figure 19
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CU STOME R PRO FI L E
A ge : 28-30 O ccup ati o n: Studen t , R e c e n t G radu at e or C re a t i ve O ccup a t i on E n joys : So c ialising, at t e n di n g gi gs an d f e st i v a l s, shop p i ng , b l og g i ng , t ra ve l l i ng , ke e p ing fit P urch a si ng Behavi o u r : Fre qu e n t s h o ppe r, oft e n a n i m p ul se b uye r S hop s f o r: Stylish, o f t e n t re n d- l e d i t e m s w hi ch w i l l m a ke he r l ook uni q ue Pers on al i ty : Fun, adve n t u ro u s , e du c at e d, i nd e p e nd e nt A l s o S ho ps at: ASO S , Zara, Ur ban O u t f i t t e rs
BOWIE’S BRAND IDENTITY W h ils t th e la te David Bow ie w ill be rem e m be re d as th e in flu en tia l a r tis t an d po s tmo d ern ic o n h e was, many fas h io n fo llowers w ill co n tin u e t o re m e m be r Bow ie fo r h is n u mero u s fictio n al p e r so n as an d tren d s ettin g o u tfits (I daca va ge, 2 015 an d Jo n e s, 2 016). W ith a s exu ally ambig u o u s s tyle t h at was des irable to b o th men an d wo men , Bowie blu r re d an d ch allen ged g en der n o rms , a n d o fte n c o m bin e d bo th ‘ men s wear ’ an d ‘ wo men s wea r ’ in o n e o u t fit (A lexa n der, 2 016). O ften experime n t in g wit h dif feren t co lo u rs , pattern s , s h apes a n d t e xt u re s (S ims , 2 016), Bow ie w as a ble to mi x o ppo sit e s to geth er a n d create a d arin g s tyle th a t pu sh e d t h e bo u n daries o f w h a t w a s s een as a ccept able wit h in fas h io n . He epito mis ed “an dro gyny, c u lt u ral divers ity an d g la m ro ck” (Men kes , 201 6 ), an d ch a n ged h is s tyle mo re d ramatically t h an “any o th er mu s icia n in h is to r y ” (A lexan der, 201 6 ). Th is s ectio n o f th e jo u rn al dis pla y s Bowie’s pers o n a l s tyle th ro u gh th e u s e o f image r y ; Fro m s triped s u its to s tro n g s h o u lders , mo no c h ro m at ic lo o ks to b o ld co lo u rin g , Bow ie w a s a ble t o we ar a va s t n u mb er o f s tyles , to fit h is vast n u m be r o f pers o n a s (Mu lvey, 2 016). I t is fro m this pe r so n al s tyle th at a n A /W 17/18 co llectio n w ill be c re at e d fo r To p s h o p . Figure 20
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I ALWAYS HAD A REPULSIVE NEED TO BE SOMETHING MORE THAN HUMAN
Figure 21
Figure 22
Exaggerated, balloon sleeved blouse Striped Trouser Waistcoat
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large shoulder pads striped suit red pvc boots
Identity Research
Figure 23
Figure 24
Patterned shirt striped tie pink tinted glasses
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Figure 25
Identity Research High waist, flared denim jeans
Figure 26
Yellow, high waist flare trousers statement blazer, wide lapels decorative tie white shirt healed shoe
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Identity Research
Figure 27
Sun yellow suit turn-up trousers buttoned stripe blouse
Figure 28
tailored matching suit pinstripes decorative tie buttoned shirt
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Figure 29
accessories: hat and glasses High waist tailored trousers blazer and shirt decorative tie
Figure 30
DAVID BOWIE BRAND IDENTITY BOARD & STYLE FILE
CO NTRA S TIN G CO LO U RS
ACC E SSOR IE S
CL AS H ING PRIN
RO C K & ROLL
ZIG GY STAR D U SR
SM A RT TAILORI
ST R IPES
W HIT E SHIR T S
HATS
PAGE 50
E Figure 31
MAKEUP
CO-OR D S
IN G
M O D S TYLE
J U M P SU IT
E XAG G E RATE D S LE E V E S
F E M ININE
Identity Research
NTS
Prio r to re s e arc h i n g i n t o A/ W 1 7/ 1 8 t rend fo rec as t s , i t i s u s e f u l t o b e g i n with so me bac kgro u n d re s e arch i nt o how David Bow i e’s pe r s o n al i de n t i t y ha s been previo u s l y po r t raye d by de si g ne rs. Here eac h de s i gn e r h as t ake n a d i f fe re nt appro ach t o po r t rayi n g h i s pe r s ona l i t y, by taking d i f f e re n t l eve l s o f i n s pi ra t i on. W ith regards t o To ps h o p, t h e l eve l of inspiratio n t ake n f ro m Bow i e’s s t y l e w i l l need to be appe al i n g an d s u i t a b l e for high-street s h o ppe r s ; T h i s m ay s ug g e st t hat the ran ge pl an w i l l i n c l u de sub t l e hints o f Bowi e’s s t yl e , w i t h a s m al l num b e r of items taki n g di re c t i n s pi rat i o n from hi s dif ferent per s o n as . PAGE 52
DESIGNER RESEARCH
Figure 32
ALEXANDER MCQUEEN RESORT 2013 DIRECT INSPIRATION FROM Bowie’s “Hunky Dory” album
PAGE 54
Figure 33
Figure 34
CHLOE PRE-FALL 2015 Bowie’s glam rock appeal
ARMANI PRIVE FALL 2007 Glitter Fedora and boots PAGE 56
Figure 35
BALMAIN FALL 2011 ZIGGY STARDUST-INSPIRED
Figure 36
GIVENCHY SPRING 2010 DIRECT INSPIRATION FROM BOWIE’S BLACK AND WHITE JACKET
PAGE 58
Figure 37
Figure 38
GUCCI FALL 2006 70’s style wide flares and white suit
Figure 39
MIU MIU FALL 2012 Printed PAGE 60 blouse and tie, Tailored silk suit
DIANE VON FURSTENBERG FALL 2013 70’s Glam rock
Figure 40
Figure 41
DIOR COUTURE SPRING 2015 70’s style print with red boots PAGE 62
Figure 42
JEAN PAUL GAULTIER SPRING 2013 ziggy stardust
HOW WILL THIS IDENTITY RELATE TO TOPSHOP?
Fo r th is co llectio n to s u it th e tren d -fo llow in g h igh st re e t reta iler, it is vital th at th e ra n ge p la n is also align e d w ith cu rren t tren d s . Th e n ext s ta ge o f th is j o u r n al will s eek to p in p o in t s pecific elemen ts o f WGSN ’s A / W 17/18 tren d fo reca s t, w h ich w ill be s u itable t o c ar r y over in to To p s h o p’s Da vid Bow ie-in s p ired co lle c t io n . Th e co llectio n w ill experimen t w ith d if feren t c o lo u r s, fa brics an d s h apes , in o rder to crea te a ran ge plan w h ich reflects Bow ie’s pers o n a l s tylin g a n d ide n t it y.
PAGE 64
Figure 43
Figure 44
PAGE 66
A/W 17/18 COLOUR RESEARCH
CHOSEN COLOUR PALETTES
Figure 45
PAGE 68
WGS N’s Tren d Team h a ve fo reca s ted fo u r key co lo u r pale t t e s f or A/W 17/18: Ear th ed , Des ig n Matters , I n fu s io n , an d N o c t u r n e ( B oddy, 2 015 ). A fter res ea rch in g in to Bow ie’s s tyle, it is c le ar that h is Ziggy S ta rdu s t pers o n a w as brig h t a n d vib ra n t - fit t in g to th e Ear th ed co lo u r palette, w h ils t h is mo re Mo d st y le , was reser ved a n d min ima lis tic - fittin g to th e No ctu rn e pale t t e . T h e se f oreca s ts h a ve th erefo re b een ch o s en as appro pria t e base s t o f ol l ow fo r To p s h o p’s ran ge pla n . W ith an ico n like Bowie , wh o had a n u mber o f dif feren t s tyles an d pers o n a’s , it is fit t in g t o u se a wi d e ra n ge o f co lo u rs , as th is w ill make th e ra n ge be st su it e d to his p ers o n a l s tyle.
Figure 46
Women’s Colour A/W 17/18: EARTHED BODDY (2015) 47
48
50
51
53
PAGE 70
49
Trend Research: Colour
52
WOMEN’S COLOUR A/W 17/18: NOCTURNE BODDY (2015) 54
55
57 58
60
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56
Trend Research: Colour
59
Figure 61
PAGE 74
A/W 17/18 TEXTILES RESEARCH T hi s A / W 1 7/ 1 8 t e xt i l e s re se a rch com bines WGS N ’s f ore ca st s w i t h B ow i e’s p e rsona l s tyle. H i s num e rous st y l e s of sui t i ng , shi r t s, kni t wear, a nd p ri nt s a nd g ra p hi cs ha ve b e e n m a t ched with a num b e r of re l ev a nt t e xt i l e s f rom t he f ore cas t.
WOMEN’S TEXTILES FORECAST A/W 17/18: SUITING - TROUSERS AND BLAZERS PALMER (2016)
Figure 62
Wool-based tweeds, rustic cotton, linen Viscose-blend suiting, broken pinstripe
PAGE 76
Milled wool and mohair coating
Figure 63
Figure 65
Trend Research: Textiles Figure 66
OmbrĂŠ effect on woven fabrics
Industrially etched surfaces
Ultraviolet-sheen Tonic suiting
WOMEN’S TEXTILES FORECAST A/W 17/18: SHIRTS AND BLOUSES PALMER (2016) Figure 67
Naturally raw cotton muslins and fibrous hessian-like weave
PAGE 78
Silk and viscose velvets
Pleats, lightweight shirting
Figure 68
Figure 69
Trend Research: Textiles Figure 70
Tonic suiting and lightweight, silk shirting
Adaptive fabric surfaces. Colour-change inks
Silky polyester-based sheers
WOMEN’S TEXTILES FORECAST A/W 17/18: KNITS AND JERSEY PALMER AND CASEY (2016)
Figure 71
Geological Stripes
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Wool, alpaca and mohair-banded Fair Isle and jacquard knits
Silk, viscose and polyester knits
Figure 72
Figure 73
Trend Research: Textiles Figure 74
Diaganol stripes, luxurious-handle carded woollens, cotton and cashmere blends
Cellulose cotton and linen blends, fibrous kemp inclusions
Seasoned tweed
WOMEN’S TEXTILES FORECAST A/W 17/18: PRINT & GRAPHICS WATKINS (2016) Figure 75
Geometric patterns
Geometric patterns
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Geometric patterns
Figure 77 Figure 76
Trend Research: Textiles
Figure 78
Lace
Figure 79
PAGE 8 4
A/W 17/18 TREND RESEARCH A c ol l e ct i on of re l ev a nt st y l e s from WGS N ’s A/W 1 7/1 8 s i l h oue t t e fore ca st s ha ve b e e n col l a t e d ove r the nex t s e c t i on of t hi s j ourna l . T he i m a g e r y se e ks t o d i splay how s u ch fore ca st s ca n b e com p a re d t o B ow i e’s ow n s tyle. For a num b e r of key i t e m s, t he 1 9 70 s a nd 1 9 9 0 s co ntinue be an i m p or t a nt i nf l ue nce , a s A / W 1 7/ 1 8 se e s re t ro fits , wide s i l h oue t t e s, ruf fl e s a nd e xa g g e ra t e d p rop or t i ons .
KEY ITEMS A/W 17/18: WOMEN’S DENIM WGSN DENIM TEAM (2015)
1990S SKATER FLARE
RETRO STRAIGHT
RETRO BLOUSE
OVERSIZED TRUCKER Figure 80
PAGE 8 6
Figure 81
KEY ITEMS A/W 17/18: JACKETS AND OUTERWEAR SINCLAIR (2016)
RETRO LEATHER BLAZER
WILD FAUX-FUR COAT
CARGO BOMBER
LONG-LINE WOOL COAT Figure 82
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Figure 83
KEY ITEMS A/W 17/18: WOVEN TOPS SINCLAIR (2016)
LONG-SLEEVE BABYDOLL
WOVEN & LEATHER POLO
ASYMMETRIC RUFFLE TOP
EYELET-COLLAR SHIRT Figure 84
PAGE 90
Figure 85
KEY ITEMS A/W 17/18: TROUSERS AND SHORTS SINCLAIR (2016)
SLIM POST-RETRO TROUSER
WIDE WOOL TROUSER
SLIM KICK-FLARE
CROPPED CIGARETTE Figure 86
PAGE 92
Figure 87
Figure 88
Th is sec tio n loo k s at h i gh e n d de s i gn ers a nd b ra nd s t o i d e nt i f y a ny t re nd s a nd fe a t ures that may d own to high st re e t re t ai l e r s , s u c h as Top shop . T he se ct i on w i l l onl y f ocus on t re nd s and features a re relevant to Bow i e’s i de n t i t y an d st y l e . A ccord i ng t o ca t w a l k a na l y t i cs b y WGSN (Sears , M a n d Gaspar, 201 7) , t ro u s e r s h o l d t h e se cond b i g g e st p rod uct se ct i on m i x, w i t h 1 7 % of catwalk ex hibiting the pro du c t . Fo l l ow i n g t h i s a re coa t s - 1 4 % , j a cke t s - 1 3 % , ski r t s - 1 2 % , blous ers and top s - 9%. This dat a h e l ps t o u n de r s t a nd how m a ny i t e m s of e a ch p rod uct coul d b e a dded to a colle i n o rder o f thei r po pu l ar i t y f o r t h e s e a son. PAGE 94
A/W 17/18 DIRECTIONAL RESEARCH
tri ck l e s wh i c h M u ston show s wove n e cti o n ,
Figure 89
Th e M as c u l i ne Sui t D es i g n e r : E l l e ry PAGE 96
Figure 90
T h e SLIM TAILO R ED S u it Designer: CALV IN KL EIN
Figure 91
Th e P R I N T E D S u it PAGE 98 Des ign e r : P U B L IC SCHOOL
Figure 92
T h e DENIM S ET Designer: OF F-W H ITE
Figure 93
Th e H I G H -WA I ST TROUSE R D es i g n e r : L E M A I RE PAGE 1 00
Figure 94
T h e F LARED T R O U S ER Design er: BEAU FIL L E
Figure 95
T h e TA PE R E D T R OUSE R Design e r : J I L SA ND E R PAGE 1 02
Figure 96
T h e CROPPED T R O U S ER Design er: EUDON C H OI
Figure 97
Th e M AS C U L I NE BL AZ E R D es ig n e r : V I CTORI A BECK HA M PAGE 1 04
Figure 98
T h e BELT ED JAC KET Design er: KENZO
Figure 99
T h e M AS C U L I N E COAT Design e r : M I C H A E L KORS PAGE 1 06
Figure 100
T h e SH EARLIN G C OAT Design er: C OAC H
Figure 101
Th e S H E E R TO P D es ig n e r : SA I NT L AURE NT PAGE 1 08
Figure 102
T h e ROMANT iC BLOU S E Design er: P R EEN
Figure 103
T h e C L AS S I C W HI TE SHI RT Design e r : M AR GA RE T HOWE L L PAGE 1 1 0
Figure 104
T h e LON G SLEEVE S H IRT Designer: C EL INE
Figure 105
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COMPETITOR RESEARCH In ord e r t o und e rst a nd hi g h-st re e t competition, Top shop’s com p e t i t ors - Za ra a nd U rb a n Outfitters - w i l l b e e xp l ore d , re f e re nci ng p ri ce , quality, d e t a i l s, p rod uct ra ng e , a ft e rca re a n d s iz ing. T he se p rod uct s ha ve b e e n chose n i n order to get a g e ne ra l i d e a of t he com p osi t i on a nd pricing st ruct ure of p rod uct s w hi ch m a y b e i n cluded in t he f i na l ra ng e p l a n. F i rst l y, Top sho p’s price a rchi t e ct ure w i l l b e a na l y se d , a s t hi s i n formation w i l l he l p i nf orm w ha t p ri ci ng st ruc ture and m a t e ri a l s coul d b e use d for t he Top shop , I ns pired b y D a v i d B ow i e C ol l e ct i on.
TOPSHOP PRODUCT ANALYSIS PR I C I N G S T R ATEGY PRODUCT
Trouser s (exc ludi n g l eg gings & gymwe ar )
LOWEST PRICE ITEM
LOWEST PRICE (EXCLUDING SALE)
LOWEST PRICE MATERIALS
F i t t e d C i g a re t t e Trouse r
7 5 % Pol ye st e r, 1 9 % V i scose , 6 % El a st a ne .
£19
D resses (exc ludi n g b ri d alwear)
S t ra p p y Mi ni B od ycon D re ss
1 0 0 % C ot t on
£ 1 4 .0 0
Top s (excluding g y mwear )
Wra p Front C rop Top
1 0 0 % C ot t on
£ 6 .0 0
J ea n s
MOTO Wa she d B l a ck Joni Je a ns
6 9 % C ot t on, 2 6 % Pol ye st e r, 5 % El a st a ne .
£ 3 6 .0 0
J a ckets / C o ats
Q ui l t e d Fa ux-L e a t he r B i ke r £ 3 9.0 0
Figure 106
PAGE 1 1 4
100% Pol y ure t ha ne
HIGHEST PRICE ITEM
HIGHEST PRICE (EXCLUDING BOUTIQUE, UNIQUE AND BRANDS)
HIGHEST PRICE MATERIALS
Re al Lea ther Tro users
1 00% L e at h e r H i g h p ri ce on t he l e a t he r j e a ns m a y b e d ue to G o at t he f a ct t hey a re re a l l e a t he r, a nd a st a t e m ent col our, w i t h t ri m m i ng s such a s zi p s a nd b uckl e s. T he l owe r p ri ce d t rouse r i s b l a ck i n col our a nd a b a si c si l houe t t e .
£150
Ta p e Ba n dage Bo dycon D re s s
KEY POINTS
£150.00
8 7% Vi s c o s e , T he l owe st p ri ce d re ss i s m a d e f rom a cot t on 1 1 % Nyl o n , 2% m a t e ri a l , a nd ha s no t ri m m i ng s or d e t a i l i ng . E l as t an e T he hi g he st p ri ce j a cke t i s a m ore st y l i st i c p i e ce , w i t h m uch m ore d e t a i l i ng on i t .
L a c e Tru m pet Sleeve To p
1 00% C o t t o n
£4 9.00
M OTO Tonal Embro id e re d M om Jea n s £7 5 .00
‘ 8 0 s Crop ped Suede J ac ke t £18 9.00
S i m i l a rl y t o t he che a p e st d re ss, t hi s crop t op i s m a d e f rom 1 0 0 % cot t on, a nd ha s l i t t l e d e t a i l i ng . O p p osi ng t o t hi s, a l t houg h st i l l b e i ng m a d e f rom cot t on, t he l a ce t op ha s a hi g h ne ck, t rum p e t sl e eve s, a nd m uch m ore d e t a i l i ng w i t h t he l a ce fi ni sh.
1 00% C o t t o n T he cl e a r com p a ri son w i t h t he se j e a ns i s t he a m ount of d e t a i l i ng on t he Mom Je a ns. N ot onl y a re Mom j e a ns p a r t i cul a rl y st y l i st i c, b u t t hey a l so com e w i t h e m b roi d e r y on t he m . T he Joni j e a ns a re st a nd a rd ski nny j e a ns f or Top shop’s core cust om e r. T he Mom Je a ns a re a l so m a d e f rom 1 0 0 % cot t on, no p ol ye st e r. 1 00% L e at h e r T he m ost e xp e nsi ve j a cke t he re i s m a d e from G o at 1 0 0 % g oa t l e a t he r, w hi l st t he che a p e st i s m a d e from p ol y ure t ha ne , g i v i ng a l e a t he r e f fe ct . T he hi g h p ri ce t he cust om e r i s p a y i ng f or t he sue d e j a cke t i s f or a n on-t re nd , col our f ul , re a l l e a t he r i t e m . (TOPSH OP, 201 7)
TABLE OF COMPETITOR RESEARCH TROU S E R
TO PSH OP
Description: Stripe Wide Leg Trousers Price: £55 Quality/Fabric/Make-up: 73% polyester, 25% Viscose, 2% Elastane Detailing: Wide leg, striped pattern, D-ring belt detailing Trouser Offering: 280 pairs Aftercare: Machine washable Sizes: 4-16 (Topshop, 2017)
Description: Striped Palazzo Trouser Price: £39.99 Quality/Fabric/Make-up: 89% viscose Detailing: Wide leg, striped pattern, stre Trouser Offering: 292 pairs Aftercare: Hand wash 30°, do not tumb Sizes: XS, S, M, L (Zara, 2017)
Figure 107
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ZARA
e, 11% polyamide etch waist and side pockets
ble dry, do not bleach, iron up to 110°
Figure 108
U RBA N O U T FI T T E RS
Description: Staring At Stars Striped Frayed Wide Leg Trousers Price: £39 Quality/Fabric/Make-up: “Mixed fibres” Detailing: Wide leg, striped pattern, cropped construction, drawstring waist, side slit pockets. Trouser Offering: 98 pairs Aftercare: Machine washable Sizes: XS, S, M, L (Urban Outfitters, 2017) Figure 109
TABLE OF COMPETITOR RESEARCH JEA N S
TO PSH OP
Description: MOTO Mid Blue Fringe Hem Straight Leg Jeans Price: £46 Quality/Fabric/Make-up: 92% Cotton, 8% Elastomultiester. Detailing: Low stretch denim, mid-rise fit, cropped to the ankle with frayed hem detail. Jeans Offering: 247 pairs Aftercare: Machine washable Sizes: W24 - W36 (Topshop, 2017) Figure 110
PAGE 1 1 8
Description: High-rise Cropped Mini Price: £19.99 Quality/Fabric/Make-up: 98% cott Detailing: High rise trousers. Front zip pockets. Belt loops. Ripped hem detai Jeans Offering: 249 pairs Aftercare: Machine wash 40°, do no Sizes: 4-16 (Zara, 2017)
Z ARA
i-flare Jeans
ton, 2% elastane. p and button fastening. Front and back il.
ot bleach, iron up to 150°, tumble dry low
Figure 111
U RBA N O U T FI T T E RS
Description: BDG Stepped Hem Seamed Kick Flare Jeans Price: £55 Quality/Fabric/Make-up: “Mixed Fibres” Detailing: Mid-rise in authentic stretch denim, cropped flared ankle with raw step hem. Completed with a button-zip closure and a classic five-pocket finish. Jeans Offering: 85 pairs Aftercare: Machine washable Sizes: W27 - W30 (Urban Outfitters, 2017) Figure 112
TABLE OF COMPETITOR RESEARCH F LORA L B LO U S E
TO PSH OP
Description: Floral Bouquet Lace Trim Top Price: £36 Quality/Fabric/Make-up: 100% Polyester Detailing: Floral bouquet print style in red comes with romantic ruffle lace detail to the front and ties to the sleeves. Blouses Offering: 156 Aftercare: Machine washable Sizes: 4-16 (Topshop, 2017) Figure 113
PAGE 1 2 0
Description: Printed Blouse with Frill Price: £25.99 Quality/Fabric/Make-up: 100% Po Detailing: Round neck blouse with lo and elastic cuffs. Floral fabric and ba Blouse Offering: 362 Aftercare: Machine wash 30°, do no dry Sizes: XS, S, M, L (Zara, 2017)
ZARA
ls
olyester. ong sleeves. Frills detail on the shoulders ack fastening.
ot bleach, iron up to 110°, do not tumble
Figure 114
U RBA N O U T FI T T E RS
Description: Urban Outfitters Pin Tuck Floral Black Blouse Price: £39 Quality/Fabric/Make-up: “Mixed Fibres” Detailing: Printed silky-soft fabric in a loose and flowing top-of-the-jeans length. Topped with a high turtleneck and keyhole closure to the reverse. Finished with long sleeves topped with ruffle accents for a ‘70s twist. Shirts/Blouse Offering: 55 Aftercare: Machine washable Sizes: XS, S, M, L (Urban Outfitters, 2017) Figure 115
TABLE OF COMPETITOR RESEARCH G R AP H I C D E NIM JAC KET
TO PSH OP
Description: MOTO Graffiti Print Jacket Price: £65 Quality/Fabric/Make-up: 100% Cotton Detailing: Oversized style, mid stone wash, it comes with a button front, handy pockets, rips and graffiti print detail to the back Denim Jackets Offering: 50 Aftercare: Machine washable Sizes: 4-16 (Topshop, 2017) Figure 116
PAGE 1 2 2
Description: Printed Denim Jacket Price: £55.99 Quality/Fabric/Make-up: 100% Co Detailing: Bellow hip length, ong slee pockets. Pockets with flap and button prints Denim Jackets Offering: 19 Aftercare: Machine wash 40°, do no Sizes: S, M (Zara, 2017)
Z ARA
otton eves with vent and buttoned cuffs. Side n. Rips detail. Slogan detail and design
ot bleach, iron inside out, tumble dry low
Figure 117
U RBA N O U T FI T T E RS
Description: Urban Renewal Vintage Customised Printed Back Denim Trucker Jacket Price: £66 Quality/Fabric/Make-up: “Vintage Fibres” Detailing: Vintage denim trucker jacket, customised for a contemporary style. Features printed text at the back for a unique look. Denim Jackets Offering: 19 Aftercare: Hand wash Sizes: XS, S, M, L (Urban Outfitters, 2017) Figure 118
TABLE OF COMPETITOR RESEARCH PATTE R NE D A NKL E BOOT
TO PSH OP
Description: Embroidered Detail An Price: £55.99 Quality/Fabric/Make-up: 100% po polyester. Sole: 100% vulcanized rub Detailing: Blue high heel ankle boo zip closure. Block heel 3.7” Boots Offering: 45 Aftercare: Do not wash, bleach, iro Sizes: 2-8 (Zara, 2017)
Description: BLOOMING Floral Ankle Boots Price: £42 Quality/Fabric/Make-up: 100% Textile Detailing: Floral statement look, heel height approximately 2”. Ankle Boots Offering: 59 Aftercare: Specialist clean only Sizes: 35-41 (Topshop, 2017)
Figure 119
PAGE 1 2 4
Z ARA
nkle Boot
olyester. Lining: 80% polyurethane, 20% bber. Slipsole: 100% goat leather ots. Printed fabric detail. Rounded toe. Side
on or dry clean.
Figure 120
U RBA N OU T FI T T E RS
Description: Maison Margiela, MM6 Blue Ankle Boots Price: £ 435 Quality/Fabric/Make-up: “Mixed materials” Detailing: Features a snakeskin-inspired textured construction cut with an almond toe silhouette with a high-rise ankle. Features decorative cut-out detailing with silver accents. Finished with an inverted chunky heel. Boots Offering: 16 Aftercare: Spot clean Sizes: 3-6 (Urban Outfitters, 2017) Figure 121
Figure 122
PAGE 1 2 6
COMPETITOR RESEARCH ROUND-UP Topshop
Zara
Urban Outfitters
On 4/5 comparisons Topshop was in the middle of the price structure
On 4/5 comparisons Zara was the cheapest
On 4/5 comparisons Urban Outfitters was the most expensive brand
Topshop dealt with sizes 4-18 on all clothing items compared
Mostly dealt in sizes XS-L rather than 4-18 like Topshop.
Vaguly mentioned textile usage online, referring to “Mixed fibres”, instead of specific materials
Key materials used within the comparisons were: cotton and polyester
Wide product offering - Most products for each catergory 3/5 times.
Dealt in sizes XS-L rather than 4-18 like Topshop.
Topshop charge £46 for jeans Zara give specific textile information for Urban Outfitters provide more which are made from 92% cotton, each element of the boot indepth descriptions about the opposed to Zara who charge £19.99 product detailing. for jeans made from 98% cotton - Is Topshop’s cotton more premium based, or is it due to their silhouettes being more ‘on trend’? - What makes Topshop jeans worth £46? Their fit? Their durability? Will people rather buy a pair for £19.99 from Zara? Topshop refer to textiles which make up the boot loosely as ‘mixed textiles’
Zara provide customer which specific aftercare detailing
3/4 garments are machine washable, shoes are Spot clean (although not specifically Urban Outfitters own branded boots)
All apparel compared is “machine washable”
No mention of where the product was made
No mention of where the product was made
No mention of where the product was made
Deal with pricing in £.99 rather than whole £s.
Figure 123
PAGE 1 2 8
SILHOUETTE DEVELOPMENT
1. MONOCHROMATIC RUFFLE BLOUSE Figure 124
Figure 125
Figure 126
B O W I E I N S P I RATION
A /W 17/18 I N SPI RAT I ON
PAGE 1 3 0
2. SLIMKICK FLARE Figure 127
Figure 128
A /W 17/ 18 COLO U R
B OW I E I N S P I R AT I ON
A/W 17/18 I N SPI RAT I ON
3. STATEMENT BLAZER
Figure 129
Figure 130
A /W 17/ 18 COLO U R Figure 131
A /W 17/ 18 JACQUA RD
BO WIE I NS P I R AT ION
PAGE 1 3 2
DI RECT I ON A L I N SPI RAT I ON
4. SKINNY SUIT TROUSER
Figure 132 Figure 133
A /W 1 7/ 18 CO LO U R
A /W 1 7/ 18 JACQUA RD
BOW I E I N S P I R AT ION
DI RECT I O N A L I N SPI RAT I ON
5. WHITE ASYMMETRIC RUFFLE SHIRT
Figure 134
Figure 135
B OW I E I NS P I RATION PAGE 1 3 4
A /W 17/18 I N SPI RAT I O N
6. MOTO FLARE JEAN
Figure 136
Figure 137
B O W I E I N S P IRATION
A /W 17/18 I N SPI RAT I ON
7. FLORAL STATEMENT SILK BLOUSE Figure 138
Figure 139
A /W 17/ 18 CO LO U R Figure 140
A /W 17/ 18 FLORA L S B OW I E I N S P I R AT I O N PAGE 1 3 6
DI RECT I ON A L I N SPI RAT I ON
8. PAPERBAG HIGH-WAIST WIDE LEG TROUSER Figure 141
Figure 142
A /W 17/ 18 CO LO U R
BOW I E I N S P I R AT I O N
A /W 17/18 I N SPI RAT I ON
9. CLASSIC BLACK TRENCH Figure 143
Figure 144
BO W I E I NS P IRATION PAGE 1 3 8
A /W 17/18 I N SPI RAT I ON
FINAL SILHOUETTE PRODUCT DESCRIPTIONS Item
D e scri p t i on
MO N O C H R OMAT IC RUFFLE B LO USE
Th i s garm en t takes di rec t i n s pi rati on from B owie’s m on och romati c s h i r t. Th e s tatem en t bl ous e h a s extra ruf fl es down th e cen tre to keep i t on tren d an d refl ec t Bowi e’s pers on al , fem i n i n e s ty l e.
S L IM K I C K F L ARE
Th i s s i l h ou ette takes col ou r i n s pi rati on from B owie’s red trou s ers , an d com bi n es i t wi th an on tren d , 70s -i n s pi red s i l h ou ette. Th e Tops h op con s u m er th en h as th e ch oi ce of dres s i n g th es e trou s er s u p or down .
STAT E M E N T BLAZER
Th i s mas cu l i n e fi t s i l h ou ette takes i n s pi rati on f ro m Bowi e’s n u m eorou s s tatemen t s u i ts . Each b la zer takes i n s pi rati on from a s u i t of Bowi es , h owever th ey are kept on -tren d by fol l owi n g th e Noctu rn e c o lo u r pal ette or A/ W 17/ 18 forecas ted pri n ts . Th e s tr ip ed bl azer an d trou s er u s e th e A / W 17/ 18 forec a s ted pri n t of V i s cos e-bl en d s u i ti n g wi th broken pi n s tr ip e, m en ti on ed on page 76 ( Pal mer, 2 016) . Th e b la zer an d corres pon di n g s u i t pan ts are both mad e f ro m a j acqu ard cotton to add extra detai l , qu al ity a n d s h een .
S KI N N Y S U I T T RO U SER
Each pai r of trou s ers pai r wi th th e s tatemen t b la zer to create a bol d, Bowi e-i n s pi red s u i ts . Agai n in th e Noctu rn e col ou r pal ette or A/ W 17/ 18 pri n ts , th e s u i ts s tay on -tren d.
WH I T E A SY M M ET RIC RU FFLE SH IRT
Combi n i n g on -tren d featu res of exaggera ted s l eeves an d as ym m etri c ru f fl es wi th a cl as s i c wh ite s h i r t, th i s s i l h ou ette adds a Bowi e-twi s t to wh a t wou l d u s u al l y be a m i n i m al i s ti c s i l h ou ette.
MOTO F L A R E JEAN
Th i s pai r of j ean s takes di rect i n s pi rati on f ro m th os e worn by Bowi e. Th e s i l h ou ette h e often wo re fi ts per fectl y i n to th e den i m forecas t for A / W 1 7/1 8 , m ean i n g th e exact s i l h ou ette can be u s ed f o r th e ran ge pl an .
FLOR A L STAT E MENT SILK B LO U SE
Th i s on -tren d, s i l k bl ou s e i n corporates a p r in t from WGSN’s ‘Decaden t F l oral s’ forecas t ( Pa lm er, 2 016) . Th e garm en t boas ts ru f fl es an d s tays tr u e to Bowi e’s more fem i n i n e s tyl e.
PA P E R BAG H I G H -WAIST, WIDE LEG T RO U S E R
Avai l abl e i n two col ou r ways , th i s s i l h ou ette ta kes i n s pi rati on from Bowi e’s fl ared l eg trou s ers . Sty led wi th a bl ou s e or s h ri t from th e col l ecti on an d th e Tops h op con s u mer can l ook on -tren d wh i l st a ls o refl ecti n g Bowi e’s s tyl e
B L AC K C L A S S IC T RENC H
Con formi n g to Bowi e’s cl as s i c m en s wear s tyl i n g , th e ran gepl an wi l l i n cl u de th i s A / W 17/ 18 women s wea r tren ch . Th i s adds depth to th e ran ge as a n u m b er of Bowi e’s di f feren t s tyl es an d l ooks h ave b een i n cl u ded.
Figure 145
TOPSHOP, INSPIRED BY DAVID BOWIE
M ONOCH ROMATIC RU FFL E B LOUS E: £ 3 6 . 00
SL I M K IC K F LARE: £ 45.00
PAGE 1 4 0
STAT EMEN T BL A ZER : £50.00
SKI N N Y SUI T T RO USER : £50.00
FL BL
PA PER BAG H I G H - WAI S T T RO USER: £ 8 5 . 0 0
LOR AL S TATEM ENT SIL K LOU S E : £7 5 . 0 0
A/W 17/18
WHITE A SY MMET R I C RUFFLE SH I R T: £36.00
BL ACK CL A SSI C T R EN C H : £ 6 0 . 0 0
T, W I D E L EG MOTO FL A RE JE A N : £40.00
COLLECTION PRODUCT SPECIFICATIONS It em
Name
M o n o c h ro ma ti c R u f fl e B l o u s e
S l i m K i ck F l a re
S t a t e m e nt B l a ze r
S ki nny Suit Trous er
F lo B lo
Fabri c
9 7% Po l ye s t e r, 3 % E l as t an e .
100% Pol ye st e r
9 8 % C ot t on, 2 % E l a st a ne .
9 8 % Cotton, 2 % E las tane.
Prin
Tri ms
Ti e n e c k bl o u s e w i t h a dde d r u f f l i n g dow n t h e c e n t re . Al l ove r p r i n t , s l e eve s s t r i pe d a n d f ro n t an d bac k g i n gh am . S l i gh t b al l o o n s l e eve . O n e c o l o u r w ay: B l ac k & w h i t e
70 s i nsp i re d ki ck fl a re t rouse rs. Two p ocke t s. B ol d re d col our f or st a t e m e nt l ook. O ne col our w a y : Red
Ja cq ua rd fi ni sh. Pa i sl ey p ri nt . O ve rsi ze d , m a scul i ne f i t . Two p ocke t s, one b ut t on.
Ja cq uard finis h. Pa i sl ey print. Two pockets , w i t h belt l oop s. Skinny ci g a rette fit.
Ruf WG F lo bal lon
T hre e C ol our w a y s: Mul t i x2 & Pow d e r B l ue
On
4 - 1 6, s t an dard s i z i n g 4 -1 6 , no pe t i t e , t al l o r st a nd a rd m at e r n i t y si zi ng no p e t i t e , t a l l or m a t e rni t y A ftercare Mac h i n e w as h abl e Ma chi ne w a sha b l e Sel l i ng £ 3 6.00 £ 4 0.0 0 Pri ce
4 -1 6 , st a nd a rd si zi ng no p e t i t e , t a l l or m a t e rni t y
T hre e C ol ou r ways : Mul t i x 2 & Pow d er B lue 4 -1 6 , s tandard si zi ng no p e t i t e, tall or m a t e r nity
Dr y
£ 5 0.0 0
Ma ch ine w a sha ble £ 5 0.00
Si ng l e Prod uc t C ost
£ 1 2.00
£ 1 5 .0 0
£ 2 2 .0 0
£ 2 2 .0 0
£3 1
R et a i l Ma rg i n
£ 24.00
£ 2 5 .0 0
£ 2 8 .0 0
£ 2 8 .00
£4 4
Co l o urs
Si zes
PAGE 1 4 2
Ma chi ne w a sha b l e
4 -1 no ma
£7 5
ral, S t a tement Silk ouse
Pa pe r bag H i gh wai s t , W i de L e g Tro u s e r 10 0% Wo o l
W h i t e A sy m m e t ri c R u f f l e S hi r t
MOTO F l a re Je a n
B l a ck C l a ssic Tre nch
1 00% C ot t on
1 0 0 % C ot t on
9 8 % C ot t on , 2 % E l a st a ne .
Re l axe d sil h o u e t t e w i t h a focus on th e w i de l e g. Pa pe r bag w ai s t . Two po c ke t s .
As ym m e t ri c ruf fl e s. Bal l o o n sl e eve s. L o n g, d oub l e cuf fs.
MOTO hi g h ri se , w i d e l e g j e a ns i n a ut he nt i c b l ue ri g i d d e ni m
R e l a xe d fi t t re nch. D ouble b re a st e d b utton f a st e ni ng s. Wa i st b e l t
O ne C ol our w a y : B l ue D e ni m
O ne C ol our way: B l a ck
6 , sta n d a rd sizing pe ti t e, ta l l o r ter n ity
4- 1 6, s t an dard 4- 1 6, st a nd a rd si zi ng W 2 4 - W 3 6 siz i n g n o pe t i t e , n o pe t i t e , t a l l or tal l o r m at e r n i t y m at e r ni t y
4 -1 6 , st a ndard si zi ng no p etite, t a l l or m a t ernity
y cl e an on l y
Dr y c l e an o n l y
M ac h i ne w a sha b l e
D r y cl e a n o nly
5.00
£85 .00
£3 6.0 0
Ma chi ne w a sha b l e £ 4 0.0 0
1.0 0
£4 0.00
£1 2.00
£ 1 8 .0 0
£ 2 5 .0 0
4.0 0
£4 5 .00
£24.0 0
£ 2 2 .0 0
£ 3 5 .0 0
nted , 100% Silk.
f fl es o n s h oulder,. GSN’s ‘D ecadent rals p ri n t. S light l l oo n sl eeve s with g ti gh t cu f fs.
e C ol o u r w ay: Multi Two C o l o u r w ays : O n e C ol our w a y : C re am & G rey/ White Blue
£ 6 0.0 0
Figure 146
PRODUCT SPECIFICATIONS CONCLUSION T he ‘ Top shop , i nsp i re d b y D a v i d B ow i e C ol l e ction’ i ncl ud e s ni ne i nd i v i d ua l a p p a re l p i e ce s, ra n ging f rom £ 3 6 .0 0 -£ 8 5 .0 0. T he col l e ct i on ca t e r s for a w i d e t a rg e t a ud i e nce , d ue t o a m i x of st yles , col our w a y s a nd p ri ce s. Ta ki ng i nsp i ra t i on from F i g ure 1 4 4 , t wo B ow i e -i nsp i re d ha t s w i l l als o b e a v a i l a b l e a l ong si d e t he g a rm e nt s; thes e ha t s w i l l b e a v a i l a b l e i n cre a m a nd black. T he l owe r p ri ce d i t e m s a l l ow t he col l e ct i o n to b e t rue t o t he Top shop b ra nd , w hi l st t he h igher e nd i t e m s, such a s t he Wool Trouse r, show that the col l e ct i on a l so ha s a p re m i um e d g e . The col l e ct i on i s a b l e t o st a y on-t re nd , a p p e a l i ng to the ty p i ca l Top shop consum e r, w hi l st a l so re fl ecting B ow i e’s p e rsona l st y l e b y i ncl ud i ng B owiei nsp i re d e l e m e nt s of col our, sha p e a nd t ri m m ings . In ord e r t o work out t he a p p roxi m a t e single p rod uct cost , Eve rl a ne cl ot hi ng com pany was re f e rre d t o. Eve rl a ne (2017) of fer tra nsp a re nt p ri ci ng , w hi ch p rov i d e s a n i n s ight i nt o how p rod uct cost i ng i s ca l cul ated. PAGE 1 4 4
Figure 147
PAGE 1 4 6
MARKETING COMMUNICATIONS
MARKETING COMMUNICATIONS PLAN
Ma r ke ti n g Co m m u n i c a t i on s Ad ve r t i si n g • A dve r ti s ing mate rials will consist of a combinatio n o f mo dels • To p s h o p will pay f or space in print adve r tising and o utdo o r a a n d a cross L ondon buses and bi ll boards ac ross the UK .
S a l e s Pro m ot i on s • N o re d u ction i n entr y pr i c e of items wi thi n the c ol lectio n • C o m pe t i tion: Similar to that of Topshop x Kate Mo ss - “ Wh ic c o l l e c ti o n . • Fre e g i f t when spending over £50 on the c ol lec ti on - Exclusive To • £1 from ever y purc hase goes towards C ance r Re se arch, due to B • Fre e Top s hop, inspi red by Davi d Bowie l ook book w ith ever y purc mod e l s t o photographs of Bowi e whic h have inspi red the co llectio B ra n d i n g • B ra n d e d clothi ng tags f or all items wi thi n the c ol lectio n & To psh • Top s h op - branded poster rel easi ng inf or mati on about the co llecti • F i l m : montage f i lm wi ll be c reated inc ludi ng f ootage o f B ow ie an t h e re w i l l be shor t i nter views wi th the model s wear ing the co llect • M a s s - c u stomisation in the L ondon f l agshi p Topsho p. H am eide, cu s t omi s e thei r produc ts, or i nterac t with the brand. W ith this in ow n D a v i d-Bowie tote bag. Topshop wi ll house an electro nic, to u u s i n g a range of Bowi e logos, i ll ustrati ons and i c onic im ages. Th S o c i a l Me d i a • T h e competi tion: “ Whic h David Bowi e Per sona Suits Yo u? ” w ill b • U t i l i s i n g the audi enc e of Topshop’s bl og by posti ng a teaser befo • S oci a l media user s wi ll be enc ouraged to get involved w ith the ha Pu b l i c i t y
In - st o re v i s u a l m e rc h a n d i s i n g
PAGE 1 4 8
• Pre s s re l ease pr ior to the c oll ec tion being avai lable in-sto re and (M u e l l e r and Smi ley, 1 995). Press rel ease wil l be se nt to o nline ne H e ra l d, L i f estyl e & Fashi on sec tion; Daily Mail; T he Mir ro r. It w for s n e a k peak of the c oll ec tion. • B l og g e rs suc h as: Sandra Hagel stam, A nnie-R ose C allanan, Meg w i l l a l s o be i nvi ted to the l aunc h event. • L au n c h eve nt at L ondon f lagship store , as Bowi e w as bo rn in B B ow i e . • B i g focu s on in-store vi sual merc handi sing. • L arg e photographs of ic oni c images of Bowi e on walls in-sto re • L a rg e n e o n lighte ning bolt hanging f rom c ei li ng in Lo ndo n Oxfo • O n e w a l l c overed i n photographs of B owie ac ross the years, dis • D av i d B owie v inyl re cords wil l be avail able to purchase. These • S e l e ct i on of handpic ked Topshop make up produc ts w ill be lo cat • D i g i tal touch scre e n in-store , with online quiz : Which D avid B
P lan
s we aring t he c ol l ect i o n , a l o n g w i t h To pshop brande d inconic image s of B owie . d veri ts ing, f e a t u r i n g i n p u b l i ca t i on s s u ch as: Vogue UK , i -D and Dazed & Conf used,
c h David B ow i e Perso n a S u i ts Yo u ? ” , w i th chance to win £2 50 to spe nd on the
o p sh o p, ins p i re d b y D av i d B ow i e to t e b a g (se e branding f or more inf ormation) B ow ie’s bat t l e a g a i n st ca n ce r. h ase - t h is l o o k b o o k w i l l i n cl u d e a n u mb er of photographs rangi ng f rom Topshop on. o p , in s pire d b y Da v i d B ow i e l og o. ion n d th e key s t y l e s w h i ch h a ve b e e n re fl e ct e d i n the c ol lec ti on. At the end of the f i lm t i o n, as k in g t h e m h ow t h ey fe e l we a ri n g t he c lothi ng. (2 011: 222) st a t e s t ha t t h e fu t u re of fa s h i o n brandi ng is all owing eac h c onsumer to min d, c u s to m e r s w h o s p e n d ove r £ 5 0 on the c oll ec tion wil l be able to c ustomi se their u c h sc reen c o m p u t e r w h i ch w i l l a l l ow cu s t omer s to desi gn thei r own c otton tote bag h e se will be a v a i l a b l e t o p ri n t ou t a n d i ron onto the tote bag. e shared ac ro ss a l l soci a l me d i a p l a t forms, enc ouragi ng indi viduals to get i nvol ved. o re t h e co lle c t i o n i s re l e a s e d , d u ri n g t h e rel ease, and f ol lowi ng up. a s ht ag #Bowi e In sp i red M e , a n d p os t i ma g es of them wear ing and styli ng the c oll ec tio n
d o n lin e, all ow i n g f o r Top s h op t o re ce i ve publ ic i ty f rom the medi a and bl ogger s ewsp aper s su c h a s: T h e Te l e g ra p h, L i fe s t yl e & Fashi on sec tion; Sunday Morning wi l l a ls o be se n t t o Daze d D i g i tal , D rape rs, Vogue . co. uk and E lle bef ore release
g a n Ellaby an d Al i c i a R od d y w i l l b e con t a c ted to promote the range - these blogger s
B r i x t o n , Lo n d o n ( BBC , 2 0 1 6). N oe l G a l l a g her wil l play ac ousti c set in tr i bute of Dav id
o rd S t reet st o re . Fa m o u s q u ot e s b y B ow i e i n neon li ghting on the wall . p l a y ing h is p erson a l s ty l e . w i ll be lo c a t e d n e xt to t h e col l e ct i on i n - s t ore. e d nex t to t h e c o l l e c t i on , s o t h a t t h e con s umer c an get the ‘ Bowi e look’ . B ow i e Per s on a S u i t s You ?
BRANDING ILLUSTRATOR MOCK UPS: TOTEBAGS, CLOTHING TAGS & POSTERS Figure 149
WE ARE PROUD TO RELEASE T H E L I M I T E D E D I T I O N , C A P S U L E CO L L EC T I O N
inspired by
AVA I L A B L E I N -STO R E A N D O N L I N E F O R A / W 1 7/ 1 8.
Figure 148
PAGE 1 50
WE AR E PROUD TO REL EAS E THE LIMITE D E DIT I O N, C AP S ULE CO LLEC T I O N
inspired by
AVAIL AB L E I N -STORE A ND ONLINE FOR A/W 17/18.
Figure 150
ADVERTISING: TOPSHOP PHOTO SHOOT INSPIRATION
BE
ZA RA M A N A /W 2015 - CLOS E U P
CR I S B A RROS A/ W 17/ 18 - F E MI N I N E
A RM A RN I E XCH A N GE A /W 16 - A N DRO GY N O U S
As w it h p revio us To p sho p ce le b r ity col l aborati on s , th e cel ebri ty h as featu red with in th e m a rke t in g ma te r ia ls. In this ca se , i con i c ph otograph s of Bowi e wi l l be u s ed th rou g h o u t th e m a rke t in g c o mmunica tio ns, howeve r Tops h op wi l l al s o rel eas e a l ook book of th e c o llec tio n wo r n b y fe m ale mo d e ls. T he still o f im ager y created wi l l depen d on each s peci fi c i tem , c rea tin g a n a rra y o f pho to g ra p hs w hich re p res en t Bowi e’s array of pers on as .
BA LE N CI AGA S/S 17 - CU RTA I N S PAGE 1 52
A
Figure 151
EE N TR I LL S / S 1 6 - L IG HTING
T H E SWA N K S/S 15 - CO LO U RFU L
R M AR N I S / S 17 - O UTS IDE LOC ATION
FA RM A /W 17/18 - ORA N GE LI GH T I NG
PAGE 1 54 Figure 152
ADV ERT IS ING: M O C K UPS INCLUDING BOWIE
Figure 153
VISUAL MERCHANDISING: MAKEUP CHOICES
C h a me l e on G l ow i n U -Tu rn
L ip Kit i n Def i ni tely M aybe
L i p s i n Pa r t i t i on
Bronzer in M ohawk
G l ow S t i ck i n H e at
Figure 154
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Ir i desc ent Glass Nai l Stic ker s
Figure 155
Figure 156
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VISUAL MERCHANDISING: BOWIE VINYLS Figure 157
Leg a c y : T h e B e s t of B ow i e
Davi d Bowie A ka Spac e O ddity
T h e Ri se a n d Fa l l of Z i g g y S t a rd u st and t h e S p i d e r s f ro m M a rs
Diamond Dogs
VISUAL MERCHANDISING: INSPIRATION MOO
BO LD LI GH T I N G
D RAMATIC MANNEQUI N S
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Figure 158
OD BOARD
L I G H TENING BOLT
FA BRI CS
SOCIAL MEDIA MARKETING Fac e b o o k : Usi ng Fa c e b o o k to b uild up hyp e fo r the c ol l ecti on Bl og: Bl og p a g e w ill in c lud e a style file o f Da vid Bowi e, th e prom oti on al vi deo, l o o k b o o k , ro u n d up o f la unch eve nt a nd th e competi ti on . You t u b e: Prom o t io n a l vid e o a nd la unch eve nt w ill be pos ted on Tops h op’s You tu be I nst ag ra m : P h o t o g ra p h s o f B ow ie , styling o f the co lle cti on , h as h tag #Bowi eIn s pi redMe i n t he b io , b ra n d e d ima g e r y a nd re co rd s.
Is that an A/W Topshop, inspired
Figure 159
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Noel Gallagher Per Heroes @ Topshop
Figure 160
Figure 161
by David Bowie Collection we hear?
rforms Tribute to David Bowie p Launch Event
Taking a Look Back at Bowie’s Style Evolution
Figure 162
MARKETING COMMUNICATIONS BOARD 1.
2.
SOC
BRANDING
Is that an A
4.
3.
SHOOT INSPIRATION BOWIE ADVERTISING
# BO PAGE 1 6 4
CIAL MEDIA
Figure 163
VISUAL MERCHANDISING
5.
LAUNCH EVENT
A/W Topshop, inspired by David Bowie Collection we hear?
OWI EI NS P IRED M E
Noel Gallagher Performs Tribute to David Bowie Heroes @ Topshop Launch Event
6.
PUBL ICITY
REFERENCE LIST A h n , S . , Ki m, H . and Forney, J. ( 20 10 ) . Fashion collaboration or collision?. J o u rn al o f Fash io n M a rketi n g a n d Managem ent: An Internati o n al J o u rn a l, 14(1), pp. 6-2 0. A le xa n d e r, E . ( 2 013) . Ka t e Mo s s Fo r To p s h op Returns. [o n lin e] Britis h Vo g u e. Available at: h t t p: / / w w w.vog u e . c o. u k /ar ti cl e/kate- m oss-f or -tops h o p-retu rn s -n ew -co llectio n -lau n ch es [A cces s e d 5 Fe b . 2 01 7 ]. A le xa n d e r, E . ( 2 016) . Da v i d Bowi e St y l e Fi l e . [o n lin e] Britis h Vo gu e. Ava ilable a t: h ttp: //w w w.vo gu e . co .uk /g a l l e r y/d a v i d-bowi e- sty l e- f i l e-f ashi o n -h is to r y-in -pictu res [A cces s ed 2 1 Mar. 2 017]. A rca d i a Grou p . ( 2 013) . KAT E MO SS R ET U R N S TO TOP SH OP [o n lin e] A rcadia gro u p. co . u k. Available at: h ttp s : / / w ww.arcadi agroup.co.uk /p res s -rela tio n s /pres s -relea s es -1/ka te-mo s s -retu r n s- t o t o p s h op [A c c e s s e d 20 Feb. 20 17] . A rca d i a Grou p . ( 20 17) . To p s h o p [ onl i n e] A rca dia gro u p. co . u k. Ava ilable a t: h ttps : // www. a rca di a g rou p . c o. u k/about-us/our -brands/to ps h o p [A cces s ed 2 0 Feb . 2 017]. B BC . ( 2 01 6 ) . D a v id Bowi e: 69 f a c t s . [ onl i ne] bbc. co . u k. Available a t: h ttp: //w w w. b bc. co . u k /n ews/ e nt e r ta i n m e n t- a r t s- 20 944291. [ Accessed 10 A p ril. 2 017] B BC N E WS ( 2 0 0 7 ). Bu s i n e s s | Hu n d red s h i t shop for M oss launch. [o n lin e] New s . bbc. co . u k. Ava ilable a t : ht t p : / /n ews . b bc.co.uk/1/hi /busi ness/66 06649. s tm [A cces s ed 2 0 Feb . 2 017]. B o d d y, J . ( 2 0 1 5 ) . Wo me n’s C o l o u r A / W 17/ 18. [o n lin e] w gs n . co m. Ava ilable a t: h ttps : //0-w w w.wgsn . co m .w a m . l e e d s . a c .uk /content/repor ts/# /Fu tu re+Tren d s /w/Co lo u r/2 5 03 3. [A cces s ed 3 0 M ar. 20 17 ] . C a rrol l , A . ( 2 0 0 8 ) . Bra n d c o mmu n i c a t i o n s in fashion categories using celebrity endorsement. J o u r n al o f B ran d M a n a g e m ent, 17( 2) , pp.146-158. C a r t ne r - Mor l ey, J . ( 20 10 ) . Ka t e's Mo s s's l a s t collection for Topshop. [o n lin e] th e Gu ardia n . Ava ilable at: h ttp s : / / www.theguardi an.com /l i f eands tyle/2 010/n ov/02 /ka te-mo s s -la s t-co llectio n -to psh o p [ Acce s s e d 5 Fe b . 2 0 17 ] . C o n t i, S . & J on e s , N . 20 10, “To p s h o p Downsiz ing Kate M oss Collection”, Ww d, vo l. 2 00, n o . 4 4 , pp. 11. C o p e , J . a n d Ma l o ney, D. ( 20 16) . Fa s h i o n promotion in practice. 1s t ed. Fa irch ild Bo o ks . D ra p e r s . ( 2 01 0) . Si r Ph i l i p G re en : Ka t e M oss collection ' lost that edge' . [o n lin e] Available at : h t t p s : / / w w w. d ra p e r s o n l i n e . c o m /re t a i l /m u l t i p l e s /s i r - p h i l i p - g re e n - ka t e - m o s s - c o l l e c t i o n - l o s t - t h a t e d g e /5 0 1 6 9 09. a r t i cl e [ Accessed 6 Feb. 2017]. Erd o ga n , B . , B a ker, M . and Tagg, S. (2 001). S electing Celebrity E ndorsers: The Practit io ne r 's Pe r s pe c ti ve. J ou r n al of Adver ti si ng Research , 41(3), pp. 39-48. Erd o ga n , B . ( 1 9 9 9) . C el eb ri t y En d o rs e men t : A Literature Review. J o u rn al o f Marketin g Man age m e n t , 15(4 ), p p . 2 9 1 - 3 1 4.
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Ta t le r. c om . ( 2 0 1 4 ) . Ka t e Mo s s To p s h o p x l aunch party. [o n lin e] Ava ilable at: h ttp : //w w w. ta t le r. c o m / b yst a n d e r /eve n ts /20 14/apri l /kate- m oss-to ps h o p -x-la u n ch -p ar ty#!/14005 /ima ge/1 [A cce sse d 1 2 Ap r. 2 0 1 7 ]. T ho m a s s on , A . ( 2 0 13) . Ka t e Mo s s ma y b e Topshop's key to China. [o n lin e] Reu ters UK . Ava ilable at : h t t p : / /u k . re u te r s . com /ar ti cl e/uk-arcadi a-ch in a-id UKBRE 9970TI 2 0131008 [A cces s ed 2 0 Fe b. 201 7 ]. Till, B . a n d B u s l e r, M . ( 1998) . Ma t c h i n g p roducts w ith endorsers: attracti veness versus expertise . Jo u r n al o f C o n s u m e r Ma r keti ng, 15( 6) , pp.576-58 6. To p sh op . ( 2 01 4) . Ka t e Mo s s x To p s h o p - The I con is Back - 3 0.04. 2014. [o n lin e] to p s ho p. c o m . Ava ila b l e a t: http://www.topshop . co m/en /ts u k/catego r y/kate-mo s s -x-to ps h o p -th e - ic o n - isb a ck-3 0 0 42 01 4- 2 83460 6/hom e [ Accessed 2 0 Feb . 2 017]. To p sh op . ( 2 01 7 ) . Cl o t h i n g. [ onl i ne] topsh o p. co m. Available a t: h ttp: //w w w. to p s h o p . co m/e n / t su k / ca t e g or y/c l oth i n g - 427 [ Accessed 4 Apri l . 2 017]. U rb a n O u tf i tte r s . ( 20 17 ) . Wo me n’s Cl o t h ing. [o n lin e]. u rb an o u tfitters . co m. Ava ilable at: h t t ps: / / w w w. u r b a n ou tf i tters.com /en- gb/wom ens-clo th in g [A cces s ed 4 A p ril. 2 017]. Wa t k i n s , H . ( 2 01 6 ) . Women’s Prin ts & Grap hics A/ W 17/ 18. [o n lin e] w g s n . co m. Ava ilable a t: h t t ps: / /0w w w.w g s n . c o m .w a m . l e e d s . a c . u k /c o n t e n t /r e p o r t s / # / Fu t u r e + Tr e n d s / w/ P r i n t s _ & _ G r a p h i c s / 2 5 0 3 6 . [ A cce s s e d 1 A p r i l . 20 17] We ls h , D. ( 2 01 4). Kate M oss L aunches New To ps h o p Co llectio n . [o n lin e] Th e Hu f fin gt o n Po st . Ava ila b l e a t: http://www.huf f i ngtonpo s t. co . u k/2 014/04/3 0/kate-mo s s -to ps h o p -la u n c h - n ao m ica m p b e l l - c a ra - d e l ev i ngne_n_52380 82.html [A cces s ed 17 A pr. 2 017]. WGSN D e n i m Te am . ( 20 15) . Key It ems A / W 17/18: Women’s D enim. [o n lin e] w g s n . co m. Ava ilable at : h t t p s: / /0- www.wgsn.com .wam .l eeds.ac.uk/co n ten t/rep o r ts /#/Den im/w/A _W _17_18/2 5 168 [Ac c e sse d 1 Ap ri l . 2 0 1 7 ] Wo n d e r l a n d Ma g azi ne. ( 20 14) . KAT E MO S S X TOP S H OP SS14 [o n lin e] Wo n d erla n dmagaz in e . c o m . Ava ila b l e a t: h ttp ://www.wonderl andm agaz in e. co m/2 014/04/kate-mo s s -x-to ps h o p -s s 14/ [Ac c e sse d 2 0 Feb . 2 0 1 7 ]. WW D ( 2 0 0 6 ) . To p s h o p Ki s s es Ka t e : U. K . Retailer to Launch Fashion Line by M o s s . WW D : Wom e n’s Wear D ai l y, [ onl in e] Vo l. 192 (I s s u e 60), p.1-5 . Ava ilable at : h t t p : / /s l 4 t b 4 r v 5 r. s e a r c h . s e r i a l s s o l u t i o n s . c o m / ? c t x _ v e r = Z 3 9. 8 8 - 2 0 0 4 & c t x _ enc=info%3Aofi%2Fenc%3AUTF-8&r fr_id=info%3Asid%2Fsummon.serialssolutions. com&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft. a t i t l e = To p s h o p + K i s s e s + K a t e % 3 A + U . K . + R e t a i l e r + To + L a u n c h + F a s h i o n + L i n e + B y + M o s s & r f t . j t i t l e = W W D & r f t . a u = W W D + S t a f f & r f t . d a t e = 2 0 0 6 - 0 9 - 2 0 & r f t . p u b = Fa i r c h i l d + Fa s h i o n + M e d i a & r f t . issn = 0 1 49 - 5 3 8 0&r f t.vol um e= 192&r f t.i ssue=60&r ft. s p age=1&paramdict=en -US [A cces s ed 1 7 Fe b. 2 0 17 ]. Zara. (2017). Women’s. [online] zara.com. Available at: https://www.zara.com/uk/en/woman-c358532. h t m l. [A c c e s s e d 4 Apri l . 20 17 ]
FIGURE LIST F ig u re 1 : C ove r D a v i d B owi e C over: Chi l vers, S ( 20 13) . Da vid Bow ie Cover [ima ge] Ava ilable at: h ttp s : //w ww. t h eg ua rd i a n . c om/f ashi on/20 13/m ar/12/dav id-bow ie-eig h t-clas s ic-lo o ks -p ictu res [A cces s ed 1 7 A pr. 20 17 ]. To ps h op L og o: L ogos D ownl oad ( 20 16) . Topshop Logo. [ima ge] Ava ilable at: h ttp : //lo g o s- downlo a d . c om /6 2 44-topshop-l ogo- downl oad. h tml [A cces s ed 17 A pr. 2 017]. B a rc od e : B a rc od es Inc ( 20 17 ) . Ba rc o d e. [image] Ava ilable at: h ttp s : //w w w. barco d es in c. c o m / f a q / ? n a v =f tr [Accessed 17 Apr. 20 17] . F ig u re 2 : B owi e Il l ustrati on M u ra l s Wa l l p a per ( 20 17 ) . Bowi e Di g i t a l I llustration. [ima ge] Ava ilable at: h ttp s : //w w w. mura ls wa l l p a p e r. c o .uk/shop-m ural s/dav i d-bow ie-w a llpaper -mu ral/ [A cces s ed 17 A pr. 2 017] . F ig u re 3 : B eyon ce Iv y Park S t ar W i p e ( 2 0 1 6 ) . Beyo n c e Iv y Pa rk. [ i m age] Ava ilable at: h ttp : //w w w. s tar w ipe. co m/s lid esh ow/ b eyon c e s - i v y - p ark-l i ne- when-non- beyon ce-s tretch -pa-2 5 43 [A cces s ed 17 A pr. 2 017]. F ig u re 4: Ky l i e & Kendal l Jenner C un n i n g h a m, E . ( 20 15) . Ky l i e & Ken d a l l J enner. [ima ge] Ava ilable at: h ttp : //w w w. refin er y 29. co m / 2 0 1 5 / 1 1 / 9 7 7 57/kendal l - k y l i e- j enner -to ps h o p -h o liday-co llectio n [A cces s ed 17 A pr. 2 01 7 ]. F ig u re 5 : Ka te Moss f or Topshop F le g o, L . ( 2 0 1 4). Ka t e Mo s s f o r To p s h o p . [image] Ava ilable at: h ttp : //w w w. g litter. s i/veliki- diz ajne r j i - i n - p oc e n i - bl agov ne- znam ke/ [ Acces s ed 17 A pr. 2 017]. F ig u re 6 : Ka te M oss f or Topshop, B y Peter Lin d bergh S ch l u tt, M . ( 2 0 15) . Ka t e Mo s s f o r To p s h op, By Peter Lindbergh. [ima ge] Ava ilable at: h ttp : / / www. ka ltb l u t- m a g a z i ne.com /kate- m oss-unpho to s h o ped-by-p eter -lin dbergh / [A cces s ed 17 A pr. 201 7 ]. F ig u re 7 : Ka te M oss f or Topshop, 20 14 M u l e , M . ( 2 0 1 4). Ka t e Mo s s f o r To p s h o p , 2014 [image] Ava ilable at: h ttp : //s cen ema g. co m / 2 0 1 4/04/on- top- kate- m oss-x - top- sh o p / [A cces s ed 17 A pr. 2 017]. F ig u re 8 & 9 : Moss f or Topshop L ook boo k Pe n i c kov a , A . ( 20 14) . Mo s s f o r To p s h o p Look book [ima ge] Ava ilable at: h ttp : //w w w. elle. c z /m o da/ nov i n k y/ ka te - moss-topshop [ Accessed 17 A pr. 2 017]. F ig u re 1 0 & 1 1 : Topshop x Kate M oss Pro d u ct I ma ger y K ilc ool ey - O ’ H a ll oran, S. ( 20 14) . To p s h op x Kate M oss Product I mager y [image] Ava ilable at : ht t p : / / www.vog ue.co.uk/gal l er y/kate- m os s -fo r -to ps h o p -co llectio n -exclu s ive [A cces s ed 17 A pr. 20 17 ]. F ig u re 1 2 & 1 3 : Topshop x Kate M oss L ook Bo o k K ilc ool ey - O ’ H a ll oran, S. ( 20 14) . To p s h op x Kate M oss Product I mager y [image] Ava ilable at : ht t p : / / www.vog ue.co.uk/gal l er y/kate- m os s -fo r -to ps h o p -co llectio n -exclu s ive [A cces s ed 17 A pr. 20 17 ].
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Fig u re 1 4 & 1 5 : To pshop x Kate M oss L aun ch Even t Sm it h , L . ( 2 01 4) . To p s h o p x Ka t e Mo s s La u nch Event [image] Ava ilable at: h ttp : //w w w. g la mo u r m a g a z i n e . c o. u k /ar ti cl e/kate- m oss-topshop-co lla bo ratio n -s prin g -s u mmer -2 014 [A cces s ed 1 7 A pr. 2 0 17 ]. Fig u re 1 6 : Ka te M oss L aunch Inv i tati on K im , O. ( 2 01 4) . Ka t e Mo s s La u n c h Inv i t a t i o n [ima ge] Ava ilable at: h ttp : //blo g s . n o rd s tro m. co m /fashio n/ t a g / top s h op - x - kate- m oss/ [ Accessed 1 7 A pr. 2 017]. Fig u re 1 7 : Ka te M o ss Vogue Cover M o d in e , J . ( 2 01 4) . Ka te Mo ss Vo g ue C over [ima ge] Ava ilable at: h ttp : //fas h io n o n ro ck. co m / 2 0 1 4/05 /0 9 /vogue- cover - m ay - 20 14/ [A cces s ed 17 A pr. 2 017]. Fig u re 1 8 : D a v i d Bowi e Iconi c Trousers Bu ru ma , I . ( 2 01 3 ) . Da v i d Bowi e Ic o n i c Tro u sers [ima ge] Ava ilable at: h ttp : //w w w. nyb o o ks . com /ar t icle s / 2 0 1 3 /05 / 2 3 /i nventi on-dav i d-bowi e/ [A cces s ed 17 A pr. 2 017]. Fig u re 1 9 : C u s tomer Prof i l e Po s t er n a k s ( 2 01 7 ) . Cu s t o me r Pro f i l e [ i m age] Ava ilable at: h ttp : //po s tern a ks . co m [A cces s ed 1 7 A pr. 2 0 17 ]. Fig u re 2 0 : D a v i d Bowi e B rand Identi ty Tu m bl r. ( 2 01 6 ) . D a v i d Bowi e Bra n d Id en t i t y [ima ge] Ava ilable at: h ttp : //timemc flys . tu mblr. c o m / p o s t / 1 2 7 1 0 2 3 1 6 1 68/dav i d- bowi e-by -hel m ut-n ew to n -1982 [A cces s ed 17 A pr. 2 017]. Fig u re 2 1 : D a v i d B owi e, Page 41 Do nn e l l y, E a n d Kaye, C. ( 20 16) . Da v i d Bow ie, Page 41 [image] Ava ilable at: h ttp : //w w w. ref in e r y 29. u k / 2 0 1 6 /0 1 / 1 045 38/dav i d-bowi e- greatest-mo men ts [A cces s ed 17 A pr. 2 017]. Fig u re 2 2 : D a v i d B owi e B al l oon Sl eeves Pin t e re s t. ( 2 0 1 6 ) . Da v i d Bowi e Ba l l o o n Sl eeves [ima ge] Ava ilable at: h ttp s : //u k. pin teres t. com / p in / 53 9 446 8 6 1 6 0 2367 349/ [ Accessed 17 A pr. 2 017]. Fig u re 2 3 : D a v i d Bowi e Iconi c Stri ped Sui t Pe g u il l a n , F ( 2 01 5 ) . Da v i d Bowi e Ic o n i c St riped S uit [ima ge] Ava ilable at: h ttp : //w w w. telera m a. fr / m usiq u e /on - a - v u - l -ex po- dav i d- bowi e-i s- a-la-ph ilh armo n ie,12 3747. ph p#xto r=E P R-12 6-n ew sle t t e r _ t ra - 2 0 1 5 03 0 4 / [Accessed 17 Apr. 20 17] . Fig u re 2 4: D a v i d Bowi e Patterned Shi r t Pin t e re s t. ( 2 0 1 7 ) . Da v i d Bowi e Pa t t e rn ed Shirt [image] Ava ilable at: h ttp s : //u k. pin teres t. co m/ p in / 53 9 446 8 6 1 6 0 30 0 6639/ [ Accessed 17 A pr. 2 017]. Fig u re 2 5 : D a v i d Bowi e F l are Jeans R iva ll a n d , M ( 2 017) . Da v i d Bowi e Fl a re Je a ns [image] Ava ilable at: h ttp s : //w w w. th etimes . co. u k / m a g a z i n e / th e - ti mes-m agazi ne/contacts- bow ie-blitzes -eu ro p e-m5 xn q xtp7 [A cces s ed 17 A pr. 201 7 ]. Fig u re 2 6 : D a v i d B owi e Posi ng i n Yel l ow Su it Lo ng m i re , B ( 2 0 1 6 ) . Da v i d Bowi e Po s i n g i n Yellow Suit [ima ge] Ava ilable at: h ttp : //w w w. exp re ss. co . u k /c e l e b r i ty - n ews/638846/N ever -bef ore-s een -Da vid-Bow ie-pics -u n ea r th ed -fan s -b id -lege n d a r y - m e m ora b i l i a [ Accessed 17 Apr. 2017].
Fig u re 2 7 : D a v i d B owi e Sun Yel l ow Sui t C h ilver s , S ( 2 01 3 ). Da v i d Bowi e Su n Ye l l ow Suit [image] Ava ilable at: h ttp s : //w w w. th egu ardian . c o m / fa sh ion / 2 0 1 3 /ma r/12/dav i d- bowi e-ei ght-cla s s ic-lo o ks -p ictu res [A cces s ed 17 A pr. 2 017]. Fig u re 2 8 : Ge ometri c Pattern WGSN . ( 2 01 7 ) G e o met ri c Pa t t e rn. [ i m age] Ava ilable at: h ttp s : //0-w w w.w gs n . co m.w a m. leed s. ac . u k / se a rch /s e a rc h . p h p? star tOver= % 2Fsearch%2 Fdes ign _lib rar y#%7B%2 2 s ta r t%2 2 %3A %2 00%2 C %20 % 2 2 lim i t% 2 2 % 3 A %20 50 % 2C% 20 % 22i ni ti al%2 2 %3 A %2 0tru e%2 C%2 0%2 2 lo g S ea rch %2 2 %3 A %20 t rue % 2 C % 2 0% 2 2 f _l i m i t% 22% 3A% 20 5% 2C%2 0%2 2 q %2 2 %3A %2 0%2 2 %2 2 %2 C%2 0%2 2 face t s % 5 B % 5 D % 2 2 %3A% 20 % 5B % 22cl assi f _na me%7C2 9486%2 2 %5 D%7D. [A cces s ed 17 A pr. 201 7 ]. Fig u re 2 9 : B owi e P i nstri pe Sui t Pin t e re s t. ( 2 0 1 7 ) Bowi e Pi n s t ri p e Su i t [ i m age] Available at: h ttp s : //u k. pin teres t. co m/p in /AVPg6 Djr - b b P h m 7 oN -Z n 9 N 8bSPrgWnt79L F EnR83 2 LK-7l42 M9a 8r fQ/ [A cces s ed 17 A pr. 2 017]. Fig u re 3 0: B owi e , 197 5 Tu m bl r. ( 2 01 6 ) B owi e , 197 5 [ i m age] Av ai l able at: h ttp : //s crea min g -l0rd-byr0n . tu mblr. co m/ p o s t / 1 45 05 0 2 407 31/berl i n-1976-197 5- steve-s ch a piro / [A cces s ed 17 A pr. 2 017]. Fig u re 3 1 : D a v i d Bowi e B rand Identi ty B oard & S tyle File All Im a g e s a t: Pin t e re s t. ( 2 0 1 7 ) D a v i d Bowi e Bra n d Id en t i ty Board & Style File [image] Ava ilable at: h ttp s : //u k . pint e re st. c om /a b b i e f rank sx /bowi e-col l ecti on-in s p iratio n / [A cces s ed 17 A pr. 2 017]. Fig u re 3 2 : D a v i d Bowi e Sm oke M o lloy, M . ( 2 0 1 6 ) Da v i d Bowi e Smo ke [ i m age] Ava ilable at: h ttp : //time. co m/45 9892 1/david- bowie t hin - wh i te - d u ke / [Accessed 17 Apr. 20 17] . Fig u re 3 3 – 42 : D av i d B owi e Inspi red Runw a y Lo o ks Wo lfe , N . ( 2 01 6 ) D a v i d Bowi e In s p i re d Ru nwa y Looks [image] Ava ilable at: h ttp : //w w w. h a rpe r sbaz a a r.c om /f a s h i on /m odel s/g670 2/dav i d- bow ie-in s p ired -ru nw ay/? [A cces s ed 17 A pr. 2 017]. Fig u re 43 : B owi e G eom etri c B l azer Frie d m a n , V. ( 2 0 16) Bowi e G e o met ri c Bl a zer [image] Ava ilable at: h ttp s : //w w w. nytimes . co m / 2 0 1 6 /0 1 / 1 4/fashi on/dav i d- bowi es- f ash io n -leg ac y. h tml?_r=0 [A cces s ed 17 A pr. 2 017]. Fig u re 44: B owi e L ed D own C la u d i a , R . ( 2 01 6 ) Bowi e Led Down. [ i m ag e] Available at: h ttp : //cla u dia . abril. co m. b r/famo so s/o q u e - d a v i d - b owi e - estav a-f azendo-quando-tin h a -a-s u a -id ade/ [A cces s ed 17 A pr. 2 017]. Fig u re 45 : B owi e G ol den Ci rcl e M ake up R a p ha e l , L . ( 2 0 1 4 ) Bowi e G o l d e n C i rc l e Make up. [image] Ava ilable at: h ttp : //w w w. h u f fin g to n po st . co m / l ev - ra p h a e l / b owi e-wasnt-al way s- a-mega_b _5 875 116. h tml [A cces s ed 17 A pr. 2 017]. Fig u re 46 : B owi e Iconi c One Pi ece V& A . ( 2 01 3 ) B ow i e Ic o n i c O n e Pi e c e . [ i m age] Ava ilable at: h ttp : //w w w.vam. ac. u k/co n ten t/exh ibit io n s/d a v i d - b owi e -i s/about- the-ex hi bi ti on / [A cces s ed 17 A pr. 2 017].
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Fig u re 47 & 48 : WGSN Ear thed Im ages Bo d d y, J . ( 2 0 1 5 ) W GSN Ea rt h ed Ima g e s . [ i mage] Ava ilable at: h ttp s : //0-w w w.w gs n . co m.w a m . le e ds. a c.uk /c on te n t/re por ts/# /Col our/w/A_W_17_18/2 5 038 [A cces s ed 17 A pr. 2 017]. Fig u re 49 - 5 2 : WGSN Ear thed Pal ette Im ages All Im a g e s a t: P i n terest. ( 20 17 ) W GSN Pa l ette I mages. [image] Ava ilable at: h ttp s : //u k. pin t e re st . co m /a b b i e f ra n k s x /pal ettes/ [ Accessed 17 A pr. 2 017]. Fig u re 5 3 : Ea r th e d Col our Pal ette Bo d d y, J . ( 2 0 1 5 ) Ea rt h e d C o l o u r Pa l e t t e. [ i ma ge] Ava ilable at: h ttp s : //0-w w w.w g s n . co m.w a m . le e ds. a c.uk /c on te n t/re por ts/# /Col our/w/A_W_17_18/2 5 038 [A cces s ed 17 A pr. 2 017]. Fig u re 5 4- 5 9 : WGSN N octurne Pal ette Im ages All Im a g e s a t: P i n terest. ( 20 17 ) W GSN Pa l ette I mages. [image] Ava ilable at: h ttp s : //u k. pin t e re st . co m /a b b i e f ra n k s x /pal ettes/ [ Accessed 17 A pr. 2 017]. Fig u re 6 0 : N oc tu r ne Col our Pal ette Bo d d y, J . ( 2 0 1 5 ) N o c t u rn e C o l o u r Pa l e t t e [ i ma ge] Ava ilable at: h ttp s : //0-w w w.w g s n . co m.w a m . le e ds. a c.uk /c on te n t/re por ts/# /Col our/w/A_W_17_18/2 5 038 [A cces s ed 17 A pr. 2 017]. Fig u re 6 1 : B owi e o n Publ i c Transpor t Sirisu k , J ( 2 01 6 ) Bowi e o n Pu b l i c Tra n s p o rt [image] Ava ilable at: h ttp s : //i-d.vice. co m/en _gb/ar t ic le / m e e t - th e - ma n - wh os-been-photographi ng-d avid-bow ie-fo r -40-yea r [A cces s ed 17 A pr. 2 017 ]. Fig u re 6 2 : B owi e Bow Ti e Pin t e re s t. ( 2 0 1 7 ) Bowi e Bow Ti e [ i m age] Ava ilable at: h ttp s : //u k. pin teres t. co m/ p in / 53 9 446 8 6 1 6 0 3251581/ [ Accessed 17 A pr. 2 017]. Fig u re 6 3 : D a v i d Bowi e Patterned Sui t Sh o r tl i s t ( 2 01 7 ) D a v i d Bowi e Pa t t e rn ed Su i t [ima ge] Ava ilable at: h ttp : //w w w. s h o r tlis t. co m/e n t e r t a inm e n t/m u s i c / b owi e-unseen# gal l er y -1 [ A cces s ed 17 A pr. 2 017]. Fig u re 6 4: B owi e B l azer G o la b , L . ( 2 0 1 7 ) Bowi e Bl a zer [ i m age] Av ailable at: h ttp s : //u k. pin teres t. co m/ p in / 53 9 446 8 6 1 6 0 3251326/ [ Accessed 17 A pr. 2 017]. Fig u re 6 6 : 6 WGSN Fabri cs f or Wom en’s Textiles Fo recas t A /W 17/18 Pa lm e r, H . ( 2 0 1 6 ) 6 W GSN Fa b ri c s f o r Wo men’s Textiles Forecast A/W 17/18. [image] Ava ilable at : h t t p s: / /0- www.wgsn.com .wam .l eeds.ac.uk/co n ten t/rep o r ts /#/Fu tu re+Tren d s /w/Ma teria ls _& _Te xt ile s / 2 5 03 4 [A c c essed 17 Apr. 20 17] . Fig u re 6 7 : Hin t Ma g a z i n e , ( 20 16) Bowi e Pa t t e rn ed Sh irt [image] Ava ilable at: h ttp : //mo b ile. du dasit e .com /s i te / h i n tm ag1? url = http://www.hi n tma g. co m/p o s t/david-bow ie-s teve-s ch apiro - m a rc h - 1 9 - 2 0 1 6 - 190 8% 23.Vu9EF 7 X JZQQ.pin teres t&u tm_referrer=h ttp : //p in teres t. co m/ p in / 2 9 9 70 0 5 5 0 1 8 4676462/% 3Fsource_app%3 Dan dro id #2 72 8 [A cces s ed 17 A pr. 2 017]. Fig u re 6 8 : Pin t e re s t, ( 2 0 1 7 ) . Bowi e St ri p ed Sh i rt & Bl azer. [image] Ava ilable at: h ttp s : //u k. p in teres t. com / p in / 53 9 446 8 6 1 6 0 3252310/ [ Accessed 17 A p r. 2 017].
Fig u re 6 9 : B owi e B al l oon Sl eeves Ale xa n d e r, E , ( 2 0 16). Bowi e Ba l l o o n Sl eeve s [image] Ava ilable at: h ttp : //w w w.vo gu e. co . u k/g alle r y/ d a vid - b owi e - s ty l e-f i l e- f ashi on- hi stor y -i n- pictu res [A cces s ed 17 A pr. 2 017]. Fig u re 70: 6 WGSN Fabri cs f or Wom en’s Textiles Fo recas t A /W 17/18 Pa lm e r, H . ( 2 0 1 6 ) 6 W GSN Fa b ri c s f o r Wo men’s Textiles Forecast A/W 17/18. [ima ge] Ava ilable at : h t t p s: / /0- www.wgsn.com .wam .l eeds.ac.uk/co n ten t/rep o r ts /#/Fu tu re+Tren d s /w/Ma teria ls _& _Te xt ile s / 2 5 03 4 [A c c essed 17 Apr. 20 17] . Fig u re 7 1 : B owi e Cat Sui t Tu m bl r, ( 2 01 7 ) . B owi e C a t Su i t [ i m age] Av aila ble at: h ttp : //s o u n ds o f71. tu mb lr. co m/ p o s t / 1 5 6 6 41 9 1 5 5 19/dav i d- bowi e-i n- kansai-ya mamo to -by-ma s a yo s h i [A cces s ed 17 A pr. 2 01 7 ]. Fig u re 7 2 : B l a c k a nd Whi te Stri pes Tu m bl r, ( 2 01 6 ) . B la c k a n d W h i t e St ri p es [ i ma ge] Ava ilable at: h ttp : //th e-bow ieo lo g is t. tu mblr. c o m / p o s t / 1 46 3 9 445 8 4 24 [ Accessed 17 Apr. 2017]. Fig u re 7 3 : B owi e Kni tted Jum per T he o p h a n e , J . ( 2 00 9) Bowi e Kn i t t ed Ju mp e r [ima ge] Ava ilable at: h ttp s : //th eo p h an e. co . u k / 2 00 9 / 1 1 / 2 4/hel l o-my - nam e- i s-dav i d-b ow ie-an d-i-a m-awes o me/ [A cces s ed 17 A pr. 2 01 7 ]. Fig u re 74: 6 WGS N Fabri cs f or Wom en’s Textiles Fo recas t A /W 17/18 Pa lm e r, H . ( 2 0 1 6 ) 6 W GSN Fa b ri c s f o r Wo men’s Textiles Forecast A/W 17/18. [image] Ava ilable at : ht t p s: / /0- www.wgsn.com .wam .l eeds.ac.uk/co n ten t/repo r ts /#/Fu tu re+Tren d s /w/Ma teria ls _& _Te xt ile s/ 2 5 03 4 [A c c essed 17 Apr. 20 17] . F ig u re 7 5 : B owi e Eye Patch M e t zge r, R . ( 2 0 1 2 ) Bowi e Eye Pa t c h . [ i m age] Ava ilable at: h ttp : //d an gero u s min ds . n et/co mme n t s/ b ow ie _ th e _ a l t_ ve r si on_of _rebel _rebel [ Acc es s ed 17 A pr. 2 017]. F ig u re 76 : B owi e Geom etri c C a f o l l a , A . ( 2 01 6 ) Bowi e G e o met ri c . [ i m age] Ava ilable at: h ttp : //w w w. d azeddig ita l. co m/mu sic /ar t icle / 3 2 1 6 1 / 1 /a - l os t -dav i d-bowi e- al bum -i s- gettin g -relea s ed [A cces s ed 17 A pr. 2 017]. F ig u re 7 7 : D a v i d B owi e L ace Pa t ric k , S . ( 2 01 6 ) Da v i d Bowi e La c e. [ i m age] Ava ilable at: h ttp : //w w w. telegraph . co . u k/ new s/ 2 0 1 6 /05 / 1 5 /hol d-dav i d-bowi es-m any-ch an ges -exp lo red-in -n ew -ph o to -exh ib itio n / [A c c e sse d 17 A p r. 2 01 7 ]. F ig u re 78 : 6 WGSN Pri nts f or Wom en’s Textiles Fo reca s t A /W 17/18 Pa lm e r, H . ( 2 0 1 6 ) 6 W GSN Pri n t s f o r Wo men’s Textiles Forecast A/W 17/18. [image] Ava ilable at : ht t p s: / /0- www.wgsn.com .wam .l eeds.ac.uk/co n ten t/repo r ts /#/Fu tu re+Tren d s /w/Prin ts _&_Graphics/ 2 5 0 3 6 [A c c e s sed 17 Apr. 20 17] . F ig u re 7 9 : B owi e Leather Jacket Ja m e s , D. ( 2 01 6 ) Bowi e Lea t h e r Ja c ke t . [ i m a ge] Ava ilable at: h ttp s : //o ptimis ticu n d ergro u n d. co m / 2 01 6 /0 1 / 1 2 /d av i d- bowi e-i s- dead/ [ Acces s ed 17 A pr. 2 017].
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Fig u re 8 0: Key I te m s A/W 17/18: Wom en’s Den im. WGSN D e n i m Te a m ( 20 16) . Key It e ms A / W 17/18: Women’s D enim. [image] Ava ilable at: h ttp s: / /0w w w.w g s n . c om.wam .l eeds.ac.uk/content/repo r ts /#/Den im/w/A _W _17_18/2 5 168 [A cces s ed 1 7 A pr. 2 0 17 ]. Fig u re 8 1 : D a v i d Bowi e D eni m T he G u a rd i a n ( 2 016) . Da v i d Bowi e De n i m [image] Ava ilable at: h ttp s : //w w w. th egu ardia n . c o m /m usic/g a l l e r y/ 2 0 1 6 /aug/25/dav i d- bowi e-tour -th in -w h ite-d u ke-ph o to s [A cces s ed 17 A pr. 2 017] . Fig u re 8 2 : Key I te m s A/W 17/18: Jackets & Co ats Sin cla i r, R . ( 2 01 6 ) Key It e ms A / W 17/ 18: Ja ckets & Coats. [image] Ava ilable at: h ttp s : //0-w ww.wgsn . co m .wa m . l e e d s . a c .uk/content/repor ts/# /Wo men s wear//Fu tu re_Tren ds /2 5 963 [A cces s ed 17 A pr. 2 0 17 ]. Fig u re 8 3 : B owi e Long Coat. Tu m bl r ( 2 0 1 3 ) . B owi e Lo n g C o a t . [ i m age] Available at: h ttp : //fu ckyea h davidbow ie. tu mblr. c o m / p o s t / 39 9 8 9 5 3 6 9 2 0 [ Accessed 17 Apr. 20 1 7]. Fig u re 8 4: Key I tem s A/W 17/18: Woven To p s . Sin cla i r, R . ( 2 01 6 ) Key It e ms A / W 17/ 18: Woven Tops. [ima ge] Ava ilable at: h ttp s : //0-w w w.wgsn . c o m . w a m . l e e d s . a c . u k /content/repor ts/# /Wom en s wea r//Fu tu re_Tren d s /2 5 963 [A cces s ed 17 A pr. 201 7 ]. Fig u re 8 5 : B owi e W hi te Shi r t Tu m bl r ( 2 0 1 6 ) . B owi e W h i t e Sh i rt. [ i m age] Ava ilable at: h ttp s : //fin dyo u rs 3lfm. tu mblr. co m/ p o s t / 1 5 46 41 5 5 1 8 57/dustonm ars- som eone-ca lled-du ke-dr -co cain e [A cces s ed 17 A pr. 2 017]. Fig u re 8 6 : Key I tem s A/W 17/18: Trousers an d S h o r ts . Sin cla i r, R . ( 2 01 6 ) Key It e ms A / W 17/ 18: Trousers and S horts. [ima ge] Ava ilable at: h ttp s : //0- www. w g s n . c om.wa m . l e eds.ac.uk/content/repor ts /#/Wo men s wea r//Fu tu re_Tren ds /2 5 963 [A cces s e d 1 7 Ap r. 2 0 1 7 ]. Fig u re 8 7 : D a v i d Bowi e Wi de L eg Trousers . Wo rd p re s s , ( 2 01 2 ) . Da v i d Bowi e W i d e Leg Trousers. [image] Ava ilable at: h ttp s : //emmapeelpan t s. wo rd p re s s . c om /c ategor y/m usi c/dav i d-bow ie/ [A cces s ed 17 A pr. 2 017]. Fig u re 8 8 : B owi e , D i recti onal Research Scha u b , M. ( 2 01 6 ) Bowi e , Di rec t i o n a l Res earch. [image] Ava ilable at: h ttp : //w w w. latimes . com / b o o k s / j a c ke tc op y/l a-et-j c-rem em beri ng-david-bow ie-100-bo o ks -2 0160111-s to r y. h tml [A cce sse d 1 7 Ap r. 2 0 1 7 ]. Fig u re 8 9 – 1 0 4: R unway A/W 17/18 WGSN , ( 2 0 1 7 ) . R unwa y A / W 17/ 18. [ i m age] Available at: h ttp s : //0-w w w.w gs n . co m.w a m. leed s. ac . u k / co n t en t/re p or ts / # /Catwal k+ Anal y si s/w/Apparel/2 6461 [ A cce s s e d 1 7 A p r. 20 17 ] . Fig u re 1 0 5 : B owi e Stri pes. Piz zo , M . ( 2 0 1 6 ) Bowi e St ri p es . [ i m age] Ava ilable at: h ttp s : //mediu m. co m/cu epo in t/s h o o tin g- st ar m a n- i n ti ma te - d a v i d- bowi e-photography - f 7f3 0e047d9e [A cces s ed 17 A pr. 2 017].
Fig u re 1 0 6 : Ta b l e of Topshop Products To p sh op ( 2 01 7 ). Ta b l e o f To p s h o p Pro d u c t s. [ima ge] Ava ilable at: h ttp : //w w w. to p s h o p . co m/e n / t su k / ca t e g or y/c l oth i n g - 427 [ Accessed 17 Apr. 2 017]. Fig u re 1 0 7 : S tr i p e Wi de L eg Trousers To p sh op ( 2 01 7 ) . St ri p e W i d e Leg Tro u s e rs. [image] Ava ilable at: h ttp : //w w w. to p s h o p . co m/e n / t su k / p ro d u c t/s tr i p e - wi de- l eg-trousers-6432890?bi=0&ps =2 0&Ntt=S trip e%2 0W id e%2 0Leg %2 0Tro u se r s [ A cce s s e d 1 7 A p r. 20 17 ] . Fig u re 1 0 8 : S tr i p ed Pal azzo Trousers Za ra ( 2 01 7 ) . S tri p e Pa l a zzo Tro u s ers [ i m age ] Ava ilable at: h ttp s : //w w w. z ara . co m/u k/en /wo m an / t ro use r s / wi d e /s tr i ped- pal azzo- trousers- c72 2 05 6p 45 2 15 90. h tml [A cces s ed 17 A pr. 2 017]. Fig u re 1 0 9 : S ta r i n g At Stars Stri ped Wi de Leg Tro u s ers U rb a n Ou tf i tte r s ( 20 17) . St a ri n g At St a rs Striped Wide Leg Trousers [image] Ava ilable at: h t t p s: / / www. u r b anoutf i tters.com /en-gb/sho p /s as -s trip e-w ide-leg -tro u s ?ca tego r y=S E A RCHR ESU LTS & c ol or =00 4 [ Accessed 17 Apr. 20 17]. Fig u re 1 1 0: MOTO M i d B l ue Fri nge H em St raig h t Leg J ean To p sh op ( 2 01 7 ) . M OTO Mi d Bl u e Fri n g e He m S traight Leg J ean [ima ge] Ava ilable at: h ttp : // w w w. top s h op . c om/en/tsuk/product/m oto-mid-blu e-frin ge-h em-s tra ig h t-leg -jea n s 6 4 0 6 1 08 ? b i =0 &ps= 20 &N tt= M OTO% 20 Mid %2 0Blu e%2 0Frin ge%2 0Hem%2 0S tra ig h t%2 0Leg%20 Je a ns [A c c e s s e d 17 Apr. 20 17] . Fig u re 1 1 1 : H i g h - r i se Cropped M i ni -f l are Je an s Za ra ( 2 01 7 ) . H i g h-ri s e C ro p p ed Mi n i -f l a re J eans [image] Ava ilable at: h ttp s : //w w w. z ara . co m/u k /e n / wo m a n / j e a n s / h i g h-wai st/hi gh- ri se-croppe d-min i-fla re-jea n s -c7185 05 p42 81107. h tml [A ccesse d 1 7 Ap r. 2 0 1 7 ]. Fig u re 1 1 2 : B D G S tepped H em Seam ed Ki c k Flare J ean s U rb a n Ou tf i tte r s ( 20 17) . BDG St e p p ed He m S eamed Kick Flare J eans [image] Ava ilable at: h t t ps: / / w w w. u r b a n ou tf i tters.com /en- gb/shop/bdg-s tep ped-h em-s ea med-kick-flare-jea n s ?ca tego r y =SEARC H RE S ULTS &col or= 0 92 [ Accessed 1 7 A pr. 2 017]. Fig u re 1 1 3 : F l ora l B ouquet L ace Tri m Top To p sh op ( 2 01 7 ) . Fl o ra l Bo u q u e t La c e Tri m Top [image] Ava ilable at: h ttp : //w w w. to p s h o p . co m/ we b a p p / wc s /s tores/ser v l et/ProductD i spl ay?view A llFlag=fa ls e&b egin I n dex=1&la n gI d =-1&prod u ct Id=2 78 8 8 5 6 8 &N tt= F l oral + B ouquet+ La ce+Trim+To p&p ageS ize=2 0&defau ltGrid Layo ut = 3 & N ty =1 &C E 3 _EN D ECA_PROD UCT_RO LLUP _E NA BLE D=N&pro du ctO n lyCo u n t=1&ca talo g Id =3 3 05 7 & D y = 1&pageN um = 1&productI den tifierpro du ct=pro du ct&s o r t_field=Relevan ce&st o re I d =1 2 5 5 6 &q ubi tRef i nem ents= si teId% 3DTo p S h o p UK [A cces s ed 17 A pr. 2 017]. Fig u re 1 1 4: Pr i n te d B l ouse wi th Fri l l s Za ra ( 2 01 7 ) . Pri n t ed Bl o u s e wi t h Fri l l s [ i m age] Available at: h ttp s : //w w w. z ara . co m/u k/en /wo m an / t o p s/ v i ew- a l l /p r i n ted- bl ouse- wi th- f ri l l s- c71902 1p 43 2 2 011. h tml [A cces s ed 17 A pr. 2 017]. Fig u re 1 1 5 : Ur b a n Outf i tters Pi n Tuck F l oral Black Blo u s e U rb a n Ou tf i tte r s ( 20 17) . U rb a n O u t f i t t e rs P in Tuck Floral Black Blouse [ima ge] Ava ilable at: h t t ps: / / w w w. u r b a n ou tf i tters.com /en- gb/shop/urban -o u tfitters -pin -tu ck-flo ra l-b la ck-blo u s e?catego r y =SEARC H RE S ULTS &col or= 0 0 9 [ Accessed 17 A pr. 2 017].
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Fig u re 1 1 6 : MOTO Graf f i ti Pri nt Jacket To p sh op ( 2 01 7 ) . M OTO G ra f f i t i Pri n t Ja c ke t [image] Ava ilable at: h ttp : //w w w. to p s h o p . co m/ we b a p p / wc s /s tores/ser v l et/ProductD i spl ay?view A llFlag=fa ls e&b egin I n dex=1&la n gI d =-1&prod u ct Id=2 740 7 1 5 6 & N tt= M OTO+ Graf f i ti + Prin t+J acket&pageS ize=2 0&defau ltGrid Layo ut = 3 & N ty =1 &C E 3 _EN D ECA_PROD UCT_RO LLUP _E NA BLE D=N&pro du ctO n lyCo u n t=1&ca talo g Id =3 3 05 7 & D y = 1&pageN um = 1&productI den tifierpro du ct=pro du ct&s o r t_field=Relevan ce&st o re I d =1 2 5 5 6 &q ubi tRef i nem ents= si teId% 3DTo p S h o p UK [A cces s ed 17 A pr. 2 017]. Fig u re 1 1 7 : Pr i n te d D eni m Jacket Za ra ( 2 01 7 ) . Pri n t ed De n i m Ja c ke t [ i m age] Ava ilable at: h ttp s : //w w w. z ara. co m/u k/en /wo man / jac ke t s /p r i n te d - d e n i m-j acket-c3580 0 2p4289565 . h tml [A cces s ed 17 A pr. 2 017]. Fig u re 1 1 8 : Ur b a n Renewal Vi ntage Customis ed Prin ted Ba ck Den im Tru cker J a cket U rb a n Ou tf i tte r s ( 20 17) . U rb a n R en ewa l Vintage Customised Printed Back D enim Trucker J acke t [ima g e ] Av a i l a b l e a t: https://www.urbanoutf itters . co m/en -g b/s h o p/u rb an -ren ew a l-vin ta ge-cust o mise d - p r i n te d - b a c k-deni m -trucker - j acket? catego r y=S E A RCHRE S ULTS &co lo r=091 [A cces s ed 1 7 A pr. 2 0 17 ]. Fig u re 1 1 9 : B LOOM IN G F l oral Ank l e B oots To p sh op ( 2 01 7 ) . B LO OMIN G Flo ra l Ankle Boots [ima ge] Ava ilable at: h ttp : //w w w. to p s h o p . c o m / we b a p p / wc s /s tores/ser v l et/ProductD i spl ay?view A llFlag=fa ls e&b egin I n dex=1&la n gI d =-1&prod u ct Id=2 76 8 9 1 8 7 &N tt= B LOOM IN G+ F l oral+A n kle+Bo o ts &p ageS ize=2 0&defau ltGrid Layo ut = 3 & N ty =1 &C E 3 _EN D ECA_PROD UCT_RO LLUP _E NA BLE D=N&pro du ctO n lyCo u n t=1&ca talo g Id =3 3 05 7 & D y = 1&pageN um = 1&productI den tifierpro du ct=pro du ct&s o r t_field=Relevan ce&st o re I d =1 2 5 5 6 &q ubi tRef i nem ents= si teId% 3DTo p S h o p UK [A cces s ed 17 A pr. 2 017]. Fig u re 1 2 0: E mb roi dered D etai l Ankl e B oo t Za ra ( 2 01 7 ) . E m b ro i d e red De t a i l A n k l e Bo o t [ima ge] Ava ilable at: h ttp s : //w w w. z ara . co m/u k/e n / wo m a n /s h oe s / b oo ts-and- ank l e-boots/em bro id ered-detail-an kle-bo o ts -c893 5 03p412 4008. h t m lA cce s se d 1 7 A p r. 2 0 17] . Fig u re 1 2 1 : Ma i s on M argi el a, M M 6 B l ue Ankle Bo o ts U rb a n Ou tf i tte r s ( 20 17) . Ma i s o n Ma rg i el a , M M 6 Blue Ankle Boots [image] Ava ilable at: h ttp s: / / www. u rb a n ou tf i tte r s . c om /en-gb/shop/m m 6- bl u e-an kle-bo o ts ?ca tego r y=S E A RCHRE S ULTS &co lo r =04 0 [ A cce s s e d 1 7 A p r. 20 17 ] . Fig u re 1 2 2 : Top s h op Cam pai gn. T he B e s t Fa s h i on B l og ( 20 13) . To p s h o p Ca mpaign. [image] Ava ilable at: h ttp : //th ebes tfa s hio n blo g. co m / wome n s - f a s hi on/topshop- f al l - wi nter -2 012 -2 013-ca mpaig n [A cces s ed 17 A pr. 2 017]. Fig u re 1 2 3 : D a v i d B owi e H at Ja m e s , D. ( 2 0 1 6 ) D a v i d Bowi e Ha t . [ i m age] Available at: h ttp s : //o ptimis ticu n d ergro u n d. co m / 2 0 1 6 /0 1 / 1 2 /dav i d- bowi e-i s- dead/ [ Acces s ed 17 A pr. 2 017]. Fig u re 1 2 4: B l ou s e WGSN CAD F l at WGSN , ( 2 01 7 ) . B lo u s e W GSN CA D Fl a t. [ i mage] Ava ilable at: h ttp s : //0-w w w.w gs n . co m.w a m . le e ds. a c.uk /s e a rc h /s e a rch.php? star tOver= % 2Fse arch %2 Fd es ign _lib rar y#%7B%2 2 s tar t%2 2 %3A %2 0 0 %2 C % 2 0% 2 2 l i m i t% 22% 3A% 20 50 % 2C% 20%2 2 in itial%2 2 %3 A %2 0tru e%2 C%2 0%2 2 lo gSe a rc h % 2 2 % 3 A % 20 true% 2C% 20 % 22f _l i m it%2 2 %3 A %2 05 %2 C%2 0%2 2 q %2 2 %3A %2 0 % 2 2 % 2 2 % 2 C % 2 0 % 22f acets% 5B % 5D % 22%3A %2 0%5 B%2 2 clas s if_n ame%7C43 042 %2 2 %5 D%7 D / [ A cce s s e d 1 7 A p r. 20 17 ] .
Fig u re 1 2 5 : B owi e B l ack and Whi te Shi r t Sm it h , L . ( 2 01 3 ) Bowi e Bl a c k a n d W h i t e Sh irt. [image] Ava ilable at: h ttp : //w w w. g la mo u rmagaz in e . co . u k /a r ti c l e /d a v i d- bowi e-m ost-sty l i sh-brito n -in -h is to r y/ [A cces s ed 17 A pr. 2 017]. Fig u re 1 2 6 : P u s s y B ow B l ouse WGSN Inspi ra tio n Sin cla i r, R . ( 2 01 6 ) Pu s s y Bow Bl o u s e W GSN I nspiration. [ima ge] Ava ilable at: h ttp s : //0-w w w.wgsn . co m .wa m . l e e d s . a c .uk/content/repor ts/# /Wo men s wear//Fu tu re_Tren ds /2 5 963 [A cces s ed 17 A pr. 2 0 17 ] Fig u re 1 2 7 : F l a re s WGSN CAD F l at WGSN , ( 2 01 7 ) . F la re s W GSN CA D Fl a t . [ i mage] Ava ilable at: h ttp s : //0-w w w.w g s n . co m.w a m . le e ds. a c.uk /s e a rc h /s e a rch.php? star tOver= % 2Fse arch %2 Fd es ign _lib rar y#%7B%2 2 s tar t%2 2 %3A %2 0 0 %2 C % 2 0% 2 2 l i m i t% 22% 3A% 20 50 % 2C% 20%2 2 in itial%2 2 %3 A %2 0tru e%2 C%2 0%2 2 lo gSe a rc h % 2 2 % 3 A % 20 true% 2C% 20 % 22f _l i m it%2 2 %3 A %2 05 %2 C%2 0%2 2 q %2 2 %3A %2 0 % 2 2 % 2 2 % 2 C % 2 0 % 22f acets% 5B % 5D % 22%3A %2 0%5 B%2 2 clas s if_n ame%7C43 042 %2 2 %5 D%7 D / [ A cce s s e d 1 7 A p r. 20 17 ] . Fig u re 1 2 8 : D a v i d B owi e Z i ggy Stardust Vin t ag e Eve r y d a y ( 20 13) . Da v i d Bowi e Zi g g y Stardust. [image] Ava ilable at: h ttp : //w w w.vint ag. e s/ 2 0 1 3 /04/d a v i d-bowi e- as- zi ggy - stardust-o f-1970s . h tml/ [A cces s ed 17 A pr. 2 017]. Fig u re 1 2 9 : S ta te ment B l azer WGSN CAD Fla t WGSN , ( 2 01 7 ) . S t a t e men t Bl a ze r W GSN CAD Flat. [ima ge] Ava ilable at: h ttp s : //0-w w w. w g s n . c om.wa m . l e eds.ac.uk/search/search. ph p?s tar tO ver=%2 Fs earch %2 Fdes ign _lib ra r y# % 7 B % 2 2 s ta r t% 22% 3A% 20 0 % 2C% 20%2 2 limit%2 2 %3 A %2 05 0%2 C%2 0%2 2 in it ia l%2 2 % 3 A % 2 0true% 2C% 20 % 22l ogSearch %2 2 %3A %2 0tru e%2 C%2 0%2 2 f_limit%2 2 %3A %20 5% 2 C % 2 0 % 2 2 q % 22% 3A% 20 % 22% 22% 2C%2 0%2 2 facets %5 B%5 D%2 2 %3A %2 0%5 B%2 2 classif_ n a m e% 7 C 43 042 %22% 5D % 7 D / [ Accessed 17 A p r. 2 017]. Fig u re 1 3 0 : B owi e Pai sl ey Sui t C h e rn i kof f, L . ( 2 0 16) Bowi e Pa i s l ey Su i t. [ i mage] Available at: h ttp : //w w w. elle. co m/fas h io n /n ews/ g 2 7 52 6 /re m e m b e ri ng-dav i d-bowi es-f earl es s -fas h io n /? [A cces s ed 17 A pr. 2 017]. Fig u re 1 3 1 : J a c q u ard Tex ti l e Pa lm e r, H . ( 2 0 1 6 ) Ja c q u a rd Tex t i l e. [ i m age] Ava ilable a t: h ttps : //0-w w w.w gs n . co m.w a m. leed s. ac . u k / co n t en t/re p or ts / # /Future+ Trends/w/Pri nts _&_Graph ics /2 5 036 [A cces s ed 17 A pr. 2 017]. Fig u re 1 3 2 : S k i n ny Sui t Trouser WGSN CAD Fla t WGSN , ( 2 01 7 ) . S k i n ny Su i t Tro u s er W GSN CAD Flat. [image] Ava ilable at: h ttp s : //0w w w.w g s n . c om.wam .l eeds.ac.uk /search/search . p h p?s tar tO ver=%2 Fs earch %2 Fdes ign _lib ra r y# % 7 B % 2 2 s tar t% 22% 3A% 20 0 % 2C% 20%2 2 limit%2 2 %3 A %2 05 0%2 C%2 0%2 2 in it ia l%2 2 % 3 A % 2 0true% 2C% 20 % 22l ogSearc h %2 2 %3 A %2 0tru e%2 C%2 0%2 2 f_limit%2 2 %3A %20 5% 2 C % 2 0 % 2 2 q % 22% 3A% 20 % 22% 22% 2C%2 0%2 2 facets %5 B%5 D%2 2 %3A %2 0%5 B%2 2 classif_ n a m e% 7 C 43 042 %22% 5D % 7D / [ Accessed 17 A p r. 2 017]. Fig u re 1 3 3 : B owi e Pai sl ey F l are Sui t Le ig h , R . ( 2 0 1 2 ) . Bowi e Pa i s l ey Fl a re Su i t . [ima ge] Ava ilable at: h ttp : //w w w. mirro r. co . u k/life st y le / g o ing - ou t/mu s i c /dav i d-bowi e- - check-out-146402 7 [A cces s ed 17 A pr. 2 017].
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Fig u re 1 3 4: A s y m m etri c Whi te Shi r t WGSN CA D Flat WGSN , ( 2 01 7 ) . As y mme t ri c W h i t e Sh i rt W GS N CAD Flat. [image] Ava ilable at: h ttp s : //0w w w.w g s n . c om.wam .l eeds.ac.uk/search/sea rch . p h p?s tar tO ver=%2 Fs earch %2 Fdes ign _lib ra r y# % 7 B % 2 2 s ta r t% 22% 3A% 20 0 % 2C% 20%2 2 limit%2 2 %3 A %2 05 0%2 C%2 0%2 2 in it ia l%2 2 % 3 A % 2 0true% 2C% 20 % 22l ogSearch %2 2 %3A %2 0tru e%2 C%2 0%2 2 f_limit%2 2 %3A %20 5% 2 C % 2 0 % 2 2 q % 22% 3A% 20 % 22% 22% 2C%2 0%2 2 facets %5 B%5 D%2 2 %3A %2 0%5 B%2 2 classif_ n a m e% 7 C 43 042 %22% 5D % 7 D / [ Accessed 17 A p r. 2 017]. Fig u re 1 3 5 : D a v i d B owi e Ruf f l e Shi r t G o la b , L . ( 2 0 1 7 ) . Da v i d Bowi e Ru f f l e Sh i rt . [image] Ava ilable at: h ttp s : //u k. pin teres t. co m/ p in / 53 9 446 8 6 1 6 0 3280 457/ [ Accessed 17 A pr. 2 017]. Fig u re 1 3 6 : D e n i m F l ares WGSN CAD F l at WGSN , ( 2 01 7 ) . D en i m Fl a res W GSN CA D Flat. [ima ge] Ava ilable at: h ttp s : //0-w w w.w gs n . co m .wam . le e d s. a c . u k /s e a rc h/search.php? star tOver=%2 Fs earch %2 Fdes ign _lib rar y#%7B%2 2 s tar t%2 2 % 3A %20 0 %2 C % 2 0% 2 2 l i m i t% 22% 3A% 20 50 % 2C% 20%2 2 in itial%2 2 %3 A %2 0tru e%2 C%2 0%2 2 lo gSe a rc h % 2 2 % 3 A % 20 true% 2C% 20 % 22f _l i m it%2 2 %3 A %2 05 %2 C%2 0%2 2 q %2 2 %3A %2 0 % 2 2 % 2 2 % 2 C % 2 0 % 22f acets% 5B % 5D % 22%3A %2 0%5 B%2 2 clas s if_n ame%7C43 042 %2 2 %5 D%7 D / [ A cce s s e d 1 7 A p r. 20 17 ] . Fig u re 1 3 7 : D a v i d B owi e F l are Jeans R iva ll a n d , M ( 2 017) . Da v i d Bowi e Fl a re Je a ns [image] Ava ilable at: h ttp s : //w w w. th etimes . co. u k / m a g a z i n e / th e - ti mes-m agazi ne/contacts- bow ie-blitzes -eu ro p e-m5 xn q xtp7 [A cces s ed 17 A pr. 201 7 ]. Fig u re 1 3 8 : S i l k B l ouse WGSN CAD F l at WGSN , ( 2 01 7 ) . S i l k Bl o u s e W GSN CA D Fl a t. [ima ge] Ava ilable at: h ttp s : //0-w w w.w g s n . co m.wam . le e d s. a c . u k /s e a rc h/search.php? star tOver=%2 Fs earch %2 Fdes ign _lib rar y#%7B%2 2 s tar t%2 2 % 3A %20 0 %2 C % 2 0% 2 2 l i m i t% 22% 3A% 20 50 % 2C% 20%2 2 in itial%2 2 %3 A %2 0tru e%2 C%2 0%2 2 lo gSe a rc h % 2 2 % 3 A % 20 true% 2C% 20 % 22f _l i m it%2 2 %3 A %2 05 %2 C%2 0%2 2 q %2 2 %3A %2 0 % 2 2 % 2 2 % 2 C % 2 0 % 22f acets% 5B % 5D % 22%3A %2 0%5 B%2 2 clas s if_n ame%7C43 042 %2 2 %5 D%7 D / [ A cce s s e d 1 7 A p r. 20 17 ] . Fig u re 1 3 9 : B owi e F l oral Shi r t Tu m bl r, ( 2 01 4) . B owi e Fl o ra l Sh i rt . [ i m age] Ava ilable at: h ttp : //s u pers even ties . tu mblr. co m/ p o s t /6 8 8 6 2 1 6 3 6 6 3/books- shoppi ng-l i ngerie-fa s h io n -ph o to graphy-bu s in es s -gam [A cces s ed 1 7 A pr. 2 0 17 ]. Fig u re 1 40 : F l ora l Pri nt A/W 17/18 Pa lm e r, H . ( 2 0 1 6 ) Fl o ra l Pri n t A / W 17/ 18. [ image] Ava ilable at: h ttp s : //0-w w w.w g s n . co m.w a m . le e ds. a c.uk /c on te n t/re por ts/# /Future+ Trends/w/Prin ts _&_Gra ph ics /2 5 036 [A cces s ed 17 A pr. 2 01 7 ]. Fig u re 1 41 : Wi d e L eg Trouser WGSN CAD Fla t. WGSN , ( 2 01 7 ) . W i d e Leg Tro u s er W GSN CAD Flat. [image] Ava ilable at: h ttp s : //0-w w w. w g s n . c om.wa m . l e eds.ac.uk/search/search. ph p?s tar tO ver=%2 Fs earch %2 Fdes ign _lib ra r y# % 7 B % 2 2 s ta r t% 22% 3A% 20 0 % 2C% 20%2 2 limit%2 2 %3 A %2 05 0%2 C%2 0%2 2 in it ia l%2 2 % 3 A % 2 0true% 2C% 20 % 22l ogSearch %2 2 %3A %2 0tru e%2 C%2 0%2 2 f_limit%2 2 %3A %20 5% 2 C % 2 0 % 2 2 q % 22% 3A% 20 % 22% 22% 2C%2 0%2 2 facets %5 B%5 D%2 2 %3A %2 0%5 B%2 2 classif_ n a m e% 7 C 43 042 %22% 5D % 7 D / [ Accessed 17 A p r. 2 017].
Fig u re 1 42 : B owi e Wi de L eg Trouser C h ilver s , S . ( 2 0 1 3 ) Bowi e W i d e Leg Tro u s e r [image] Ava ilable at: h ttp s : //w w w. th egu ardia n . c o m /fashio n/ 2 0 1 3 /ma r / 1 2 /dav i d- bowi e-ei ght-cl assic-lo o ks -pictu res / [A cces s ed 17 A pr. 2 017]. Fig u re 1 43 : Tre n c h Coat WGSN CAD F l at WGSN , ( 2 01 7 ) . Tre n c h Co a t W GSN C A D Fl at. [ima ge] Ava ilable at: h ttp s : //0-w w w.w g s n . co m .wam . le e ds. a c.uk /s e a rc h /s e a rch.php? star tOver= % 2Fse arch %2 Fd es ign _lib rar y#%7B%2 2 s tar t%2 2 %3A %2 00%2C %20 % 2 2 lim i t% 2 2 % 3 A %20 50 % 2C% 20 % 22i ni ti al%2 2 %3 A %2 0tru e%2 C%2 0%2 2 lo g S ea rch %2 2 %3 A %20 t rue % 2 C % 2 0% 2 2 f _l i m i t% 22% 3A% 20 5% 2C%2 0%2 2 q %2 2 %3A %2 0%2 2 %2 2 %2 C%2 0%2 2 face t s % 5 B % 5 D % 2 2 %3A% 20 % 5B % 22cl assi f _na me%7C43 042 %2 2 %5 D%7D / [A cces s ed 17 A pr. 201 7 ]. Fig u re 1 44: B owi e Trench Coat Ka rla n , S . ( 2 01 6 ) . Bowi e Tre n c h Co a t . [ i m age] Ava ilable at: h ttp s : //w w w. bu z z feed. co m/s kar lan /z iggy - an da la d d i n - a n d - j a c k-and- the-duke? sub= 4121063 _773 7883 &u tm_term=. tb LBB8n RO w #. lcJ KKq8 5BO [A cce s se d 1 7 A p r. 2 0 17] . Fig u re 1 45 : L i g h teni ng B ol t R a inb ow F i l te r ( 2 017) . Li g h t en i n g Bo l t. [ i ma ge] Ava ilable at: h ttp : //ra in b ow filter. io /d avid-bowie [A cce s se d 1 7 A p r. 2 0 17] . Fig u re 1 46 : D a v i d B owi e H at Pin t e re s t ( 2 0 1 7 ) . Da v i d Bowi e Ha t . [ i m age] Ava ilable at: h ttp s : //u k. p in teres t. co m/as van o cht e n / bowie / [ A cce s s e d 1 7 A p r. 20 17 ] . Fig u re 1 47 : B owi e, M arketi ng Com m uni cat io n s T he Wa l l S tre e t J ournal , ( 20 16) . Bowi e, Marketing Communications. [ima ge] Ava ilable at: h t t p: / / jp.wsj. co m /a r ti c l e s / S B 1 1 77 7697 22847 51945313045 81472 84105 5 15 4416 [A cces s ed 17 A pr. 2 017]. Fig u re 1 48 : Tote B ag: To t e B a g : Gra p h i cburger.com ( 20 15) Pl a i n Tote Bag. [image] Ava ilable at: h ttp : //g raph icbu rge r. c o m /c anva s- t o te - b a g - m ockup/ [ Accessed 17 Apr. 2 017]. Bow ie L og o: P i xa by, ( 20 16) . Bowi e Lo g o . [ image] Ava ilable at: h ttp s : //p ixabay. co m/p-1604 332/ ?n o _re dire ct [A c c e s s e d 1 7 Apr. 20 17] . Fig u re 1 49 : Ba ckg rou n d : P i n terest ( 20 17 ) . Bowi e He a ds . [ima ge] Ava ia lb le at: h ttp s : //u k. pin teres t. co m/ro dn ey ldav is/ d a vid - b owi e / [A c c essed 17 Apr. 20 17] . Bow ie L og o: P i xa by, ( 20 16) . Bowi e Lo g o . [ image] Ava ilable at: h ttp s : //p ixabay. co m/p-1604 332/ ?n o _re dire ct [A c c e s s e d 1 7 Apr. 20 17] . To p sh op L og o: L ogos D ownl oad ( 20 16) . Topshop Logo. [ima ge] Ava ilable at: h ttp : //lo g o s -d own lo ad. co m /6 2 44- top s h o p-l ogo- downl oad.htm l [ A cces s ed 17 A pr. 2 017]. Fig u re 1 5 0 : Ba ckg rou n d : Tu m bl r, ( 20 17) . Bowi e Pa t t e rn. [ima ge] Ava ilable at: h ttp s : //w w w. tu mblr. co m/se arc h / d a vid % 2 0b owi e %20 l i ghtni ng% 20 bol t [ Acces s ed 17 A pr. 2 017]. Bow ie L og o: P i xa by, ( 20 16) . Bowi e Lo g o . [ image] Ava ilable at: h ttp s : //p ixabay. co m/p-1604 332/ ?n o _re dire ct [A c c e s s e d 1 7 Apr. 20 17] . To p sh op L og o: L ogos D ownl oad ( 20 16) . Topshop Logo. [ima ge] Ava ilable at: h ttp : //lo g o s -d own lo ad. co m /6 2 44- top s h o p-l ogo- downl oad.htm l [ A cces s ed 17 A pr. 2 017]. PAGE 1 8 0
F ig u re 1 5 1 : P h oto s hoot m ood board - al l i ma ges fro m: WGS N ( 2 01 7 ). P h o to s h o o t mo o d b o a rd . [ i m a ge] Ava ilable at: h ttp s : //0-w w w.w gs n . co m.w a m. le e ds. a c.uk /s e a rc h /s e a rc h.php# % 7 B % 22star t% 22 %3A %2 048%2 C%2 0%2 2 limit%2 2 %3 A %2 048%2 C%20 % 22 lo gS e a rc h % 2 2 % 3A% 20 true% 2C% 20 % 2 2 f_limit%2 2 %3A %2 05 %2 C%2 0%2 2 q %2 2 %3A %2 0 % 22 % 2 2 % 2 C % 2 0% 22f acets% 5B % 5D % 22% 3 A %2 0%5 B%2 2 clas s if_n ame%7C85 001%2 2 %2 C%20 % 22 m ar ke t% 7 C 49 1 54% 22% 5D % 7 D [ Accessed 17 A pr. 2 017]. F ig u re 1 5 2 : B ow ie : J on e s , G. ( 20 14) B owie Strip ed Su it. [ima ge] Ava ia lb le at: h ttp s : //w w w. blu e17. co . u k/d av idb ow ie -f ou r - key - l oo ks/ [ Accessed 17 Apr. 2017]. To p s h op L og o: L ogos D ownl oad ( 20 16) . To pshop Logo. [image] Ava ilable at: h ttp : //lo g o s -d ownl o a d .com /6 2 44- topshop- l ogo-downl oad.ht ml [A cces s ed 17 A pr. 2 017]. B a ckg rou n d : F Ig ure 1 5 3 : B ow ie : C h i l ve r s , S (20 13) . Da v i d Bowi e C over [ima ge] Ava ilable at: h ttp s : //w w w. th egu ardia n . c o m / f a sh io n / 2 0 1 3 /ma r /12/dav i d- bowi e-ei ght-cl as s ic-lo o ks -p ictu res [A cces s ed 17 A pr. 2 017]. To p s h op L og o: L ogos D ownl oad ( 20 16) . To pshop Logo. [image] Ava ilable at: h ttp : //lo g o s -d ownl o a d .com /6 2 44- topshop- l ogo-downl oad.ht ml [A cces s ed 17 A pr. 2 017]. F ig u re 1 5 4: Top s h op M akeup To p s h op , ( 2 01 7 ) . To p s h o p Ma keu p. [ i m age] Ava ilable at: h ttp : //w w w. to p s h o p . co m/en /ts u k/cat e gor y/ b e a u ty - 3 3 2 6 6 5 9/N -7 x k Zdgl ? N o= 0 &N rpp=2 0&s iteI d =%2 F12 5 5 6 [A cces s ed 17 A pr. 2 017]. F ig u re 1 5 5 : B owi e M akeup S . Pa u lo, E . ( 2 01 4) . Bowi e Ma keu p. [ i m age] Available at: h ttp : //cu ltu ra. es ta dao . co m. b r/n o tic ias/ mu sica , d e p oi s - d e - ex posi cao-dav i d-bowi e-g an h a-mo s tra -de-cin ema-es p ecial-n o -mis ,113 412 5 [A cc e s se d 1 7 A p r. 2 0 1 7] . F ig u re 1 5 6 : B owi e o n Stage I nst a g ra m ( 2 01 6 ) . Bowi e o n St a g e. [ i m age] Available at: h ttp s : //w w w. in s tagram. co m/p /BRq n OY kgW1B / [ A c c e s s e d 1 7 Apr. 20 17 ] . F ig u re 1 5 7 : D a v i d B owi e Vi ny l s H M V ( 2 01 7 ) . D a v i d Bowi e V i ny l s . [ i m age] Available at: h ttp : //s to re. h mv. co m/s earch -res u lts ?se arc hte xt = d a v i d % 2 0 b owi e&searchm ode= al l word s [A cces s ed 17 A pr. 2 017]. F ig u re 1 5 8 : V i s u a l M erchandi si ng M ood B oard A ll im a g e s e xc e p t l i ghteni ng bol t: D ick ins on , C . ( 2 0 1 6 ) W GSN A / W 17/ 18 V i s u al M erchandising I nspiration. [ima ge] Ava ilab le a t : h ttp s : / /0- www.wgsn.com .wam .l eeds. a c. u k/co n ten t/repo r ts /#/V is u a l+Merch an disi n g / /A_ W_ 1 7 _ 1 8 / 2 6 236 [ Accessed 17 Apr. 2 017]. L ig h t e n i n g B ol t: Z im b io. c om ( 2 01 3 ). Bowi e Li g h t e n i n g Bo l t . [ image] Ava ilable at: h ttp : //w w w. z imbio . co m/p ict u re s/ g Qlk B i f E p s 6 / D a v i d+ B owi e+ Ex hi bi ti on+ L ondo n /j4HFmpvCCvd [A cces s ed 17 A pr. 2 017]. F ig u re 1 5 9 : Top s h o p Instagram and i m ages, apar t fro m ima ges alrea dy referen ced : B a ckg rou n d : I n s ta gram ( 20 17 ) , Top s h o p In stagram. [image] Ava ilable at: h ttp s : //w w w. in s tagram . c o m / t op s h op / [A c c essed 17 Apr. 20 17] .
Fig u re 1 6 0: Top s h op Facebook: Ba ckg or u n d : Fa c e book ( 20 17) To p s h o p Pa ge. [image] Ava ilable at: h ttp s : //w w w. faceb o o k. c o m / To psh o p / [A c c e s s e d 1 7 Apr. 20 17] . Fig u re 1 6 1 : Top s h op B l og Ba ckg rou n d ; Top shop ( 20 17) , To p s h o p Bl o g. [ima ge] Ava ilable at: h ttp : //w w w. to p s h o p . co m/ blo g/ [ A cce s s e d 1 7 A p r. 20 17 ] . Bow ie C ol l a g e : L i f ton, D ( 20 16) Bowi e C o l lage. [ima ge] Ava ilable at: h ttp : //u ltima teclas s ic ro c k . co m /d a v i d - b owi e -year - by - year -photos/ [ A cces s ed 17 A pr. 2 017]. Fig u re 1 6 2 : N oe l G al l agher Youtube Yo u t u b e ( 2 01 7 ) , No e l G a l l a g h e r A c o u s t i c . [ image] Ava ilable at: h ttp s : //w w w.yo u tu b e. co m/ w a t ch ? v =X k v l tj Y 0 KsQ [ Accessed 17 Apr. 2 017]. Fig u re 1 6 3 : M a r keti ng Com m uni cati ons M oo d Bo a rd Se le ct e d Ma ke u p : Pin t e re s t, ( 2 0 1 6 ) . To p s h o p Ma keu p C o u n t e r. [image] Ava ilable at: h ttp s : //u k. pin teres t. co m/c am ilit i/ re f e ren c i a s / ? l p =true [ Accessed 17 Apr. 2017]. Bo ld V i s u a l M e rc handi si ng: Ba lm f ord , G ( 2 01 7) . Bo l d V i s u a l Merc h a n d ising. [ima ge] Ava ilable at: h ttp : //w w w. reta il-fo c u s. co . u k / v m/ 2 6 5 9 - topshop- neon [ Accessed 17 A p r. 2 017]. N e o n L i g h ti n g : Ha n d f or th , M. ( 2 016) . Ne o n Li g h t i n g . [ i m age] Ava ilable at: h ttp : //w w w. a lmin erech . co m [A c c e sse d 17 Ap r. 2 0 1 7 ]. Oxf o rd S tre e t Topshop: Ap p e a r h e re . c o. u k ( 20 15) . O x f o rd St reet Topshop. [ima ge] Ava ilable at: h ttp s : //w w w. appear h e re . co . u k / i n s p i re / b l og/topshop- topm an- i n-res iden ceco m [A cces s ed 17 A pr. 2 017]. Lo o k B ook B a c kg round: M ura di , M . ( 2 0 1 7 ) . Ma g a zi n e Mo c k u p . [ i m a ge] Ava ia lb le at: h ttp s : //w w w. beh an ce. n et/galle r y/ 2 5 8 1 1 1 9 9 / Magazi ne- P SD - M ock ups-Vo l2 -(FRE E-P S D) [A cces s ed 17 A pr. 2 017]. Pu b lic i ty : L i s s a Roddy Inst a g ra m ( 2 01 7 ) . A l i c i a Ro d d y. [ i m age] Ava ilable at: h ttp s : //w w w. in s tagram. co m/p /BRl0-5A gY6 d / ? t a ke n - b y =l i s sy roddy y [ Accessed 17 Apr. 2 017]. Pu b lic ty : M e g a n E l l aby Inst a g ra m ( 2 01 7 ) . Meg a n Ellab y. [ i m age] Ava ilable at: h ttp s : //w w w. in s tagram. co m/p /BTR4 k Zr lWpm / ? t ake n - b y =m e ganel l aby [ Accessed 17 A p r. 2 017].
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APPENDIX Pr i m a r y Re searc h: Pre s ton St ore O bservation D at e : Saturd ay 18th Febru ary 2017 Ti me : 3 :0 0 pm Ob s e r v ation : D u r i ng my obse rvation at the Pres ton To psho p, I c o unte d e i g ht wo me n that app ea re d t o b e ov er t h e age of 25. A lon g w i th thi s, I o nl y c o unte d f i v e whi c h appea re d t o b e bet ween t h e ages of 15-25. Du ri ng the o b se r v ati o n I al so no ti c e d that e v e ryo n e wor king at t h e s tore ap peared to be wi thi n the i r y o ung twe nti e s – whi c h sug g e s t s t h at t h e ret a iler h ires their ow n target audi e nc e . I no ti c e d a numb e r o f mo the r s, wi t h t h e i r y ou ng da ugh t e rs; Within the s hoe se c ti o n I saw a mo the r tr y i ng o n a pai r o f b o o t s wh i l st h er y oun g child sat next to her. Fi n a lly, I found it interes tin g that I also saw an o l de r c o upl e , wi th the wo man h o ld i n g u p a knit wea r piece again st hers el f, di sc ussi ng whe the r i t sui te d he r. Le e ds St ore Observation D at e : Saturd ay 25th Febru ary 2017 Ti me : 1 0 :0 0 a m Ob s e r v ation : D u r i ng m y obse rvation at the Leeds c i ty c e ntre To psho p, I c o unte d 2 0 wo me n t h at a p p ea red t o be over the age of 25 . A l o ng wi th thi s, I d i d c o unt 2 2 f e mal e s t h at a p p ea red t o be betw een the ages of 1 5 - 2 5 . D ur i ng the o b se r v ati o n I no ti c e d a yo u n g g rou p of gir ls shop ping together, w hi l st I ag ai n no ti c e d a numb e r o f wo me n wi th t h e i r d a u gh t er s. wit h their you ng dau ghte r s. Wi thi n the Le e ds To psho p sto re I no ti c e d t h at t h e wom en wh o w ork in the s hop rang e d i n ag e s c o mpare d to the Pre sto n sto re w h o a l l appea red t o be in their tw en ties . I al so no ti c e d o ne mal e wo r ki ng i n the sto re . W h at d oe s t his observation show ? I b e l i ev e t h at my observation does s ho w that To psho p do e s no t ac tual l y hav e a s o li d c u t off a g e for its target audience, and i nstead i t targ e ts a wi de rang e o f wo m e n , a ll s ea rch ing for t heir ow n individu al s ty l e . I s i t re lia b le ? Al t h o ugh m y re search on l y focu ses o n two sto re v i si ts, I do sti l l b e l i e v e that i t s h o w s m y or igina l h y p othesis. A s I vis ited o n a Saturd ay o n bo th o c c asi o ns , whe n m a n y p e ople a re off s chool , an d w ork, I b e l i e v e i t was a f ai r stud y. The stre e ts o f Pre s t o n a n d Leeds were very bu sy at the time , whi c h al so sug g e sts that I c ho se a g o o d t i m e t o a n a l y se t h e st ore.
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