INTRODUCTION SECTION 2 3 4 5 6
Introduction Some Background & Context Negatives of Fast Fashion About Advertising Involving the Consumer
METHODOLOGY SECTION 8 The Stages 9 Social Media Research 10 Researching the Competition 11 Research Infographics 13 Survey Results 15 Consumer Profiles THE BIG IDEA 20 Our Main Aims 21 The Idea THE CREATIVE IDEA 23 The Map 24 Poster Mock-Up 25 Graphic Mock-Up
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About the Designs Why use Celebrity Endorsement? Event Costings Conclusion
30 APPENDIX 35 REFERENCES 37 BIBLIOGRAPHY
2 ‘A charity working to wear poverty out’ Since 1999 when TRAID was launched, they have been collecting the UK public’s unwanted clothes to resell in their charity shops. This fuels their main goal of protecting the environment by diverting waste from landfills. Regarding international development, funds raised in their shops support projects to reduce world poverty overseas and fight against exploitation and environmental degradation within the textile supply chain. They operate over 900 textile recycling banks across the UK in which the clothes are carefully sorted according to their quality. Dependant on this, they are either sent to one of TRAIDs charity shops or clothing that is deemed unsuitable for resale, i.e. stained or torn, is reconstructed into new one-off pieces. These pieces are then sold under their recycled fashion label, TRAIDremade. This in-house fashion label produced by TRAID has the belief that ‘clothes shouldn’t be made by children or by workers on poverty wages’ and ensure that TRAIDremade only works with waste textiles that would otherwise be in a landfill. The charity have won awards with this label due to the minimal impact on the environment, by reusing textiles its shrinks waste, their carbon footprint and consumption. The intention of this report is to demonstrate a big idea encouraging the public to donate any unwanted clothes directly to Traid. Working alongside TRAID, we will propose a complete promotional strategy, which would gain brand awareness, create a more eco-friendly society and educate the UK on the benefits of recycling clothes.
EB
SOME BACKGROUND CONTEXT EW
3 To provide some context before embarking on this project, the team carried out some research in to the negative impacts of ‘fast fashion’. This highlighted the importance of eco-friendly fashion, recycling clothes and our knowledge behind the brand we are working with. As a charity, Traid states that it’s three objectives are; • To protect the environment by diverting clothes and shoes from landfill; • To reduce world poverty by raising funds for overseas development projects; and • To educate the UK public on environmental and world poverty issues. This project focuses primarily on the first of the three objectives. Over recent years fast fashion has become the norm on the high street but it’s effects are taking their toll on the environment and people alike. Many consumers are unaware of the negative impacts continual consumption causes. A recent Cambridge University study reports that in 2006, people were buying a third more clothes than they were in 2002, and women have four times as many clothes in their wardrobe than they did in 1980. This need for constant replenishment that consumers have become so very familiar with has created such pressure in keeping up with the pace of the industry, that the quality and production environments of the clothes has been forgotten in many cases. This has led to issues that can only worsen over time if nothing is done to change the situation.
Recent issues that have arisen from this – such as the Bangladesh fires - and been reported in the news have made more people think about the safety of the working environment within some of the larger factories and production sites. If Traid was to gain greater public awareness and followers then they could also increase awareness of various controversial events, often kept under wraps by foreign government. Surging wage costs and inflation rates in China have pushed many global retailers to transfer some of the main production to Bangladesh. An $18 billion industry has been created here, but the factories often have very poor electrical wiring, basic structures, an insufficient number of exits, and little fire fighting equipment to cut costs and increase production space. Some examples of the serious effects of this are taken from the fires that have currently produced a death toll of 1127. This makes it one of the world’s most deadly industrial accidents. Events such as this have caught global attention from the media and are encouraging people to become more aware of where their clothes are coming from and what to do with them if they’re no longer wanted. Ethical solutions are needed for the future of the industry especially as resources are becoming more and more limited. This is being acknowledged across the fashion world from the designers to the manufacturers and distributors.
NEGATIVES OF FAST FASHION
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ABOUT ADVERTISING
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EB
Fig 1.0 - examples of Barclays personalised cards for customers
Advertising plays a vital role in today’s age of competition. It is the best way to creatively reach out to a company’s target market in a quick, persuasive way. It can help inform a customer about product whilst also educating people on various social issues on a wide-scale. Advertising, in fact, is proper promotion of the products not selling of item. By means of it organisations can give proper information about their brands to the costumers and consumers. Advertising can be done in may different formats, from the most popular being electronic, as it covers a wide range of audiences, to other platforms such as newspapers, magazines and books. It is best used to grab the consumers attention and help to raise brand awareness. Advertising can be extremely successful when used appropriately. For example the Barclays advert, which aired in the latter part of 2012, used the idea of consumer interaction to create a buzz over their new ‘Personalised Cards’ (shown in figure 1.0). The consumer could print their bank card with a image of their choice with the intention of it to be ‘a bit less banking and a bit more you’. Their choice of interaction it creates a more pleasurable relationship with their consumer adding a fun concept onto what is usually deemed as a necessity.
Adding an element of consumer interaction can make a massive difference in the way they think about a brand. Another great example can be seen in 2009 when Volkswagen questioned the idea of whether adding a fun theory to an everyday activity could create more popularity. They introduced a ‘Bottle Bank Arcade’ – shown in figure 1.1. - in which the public would play whilst recycling their glass bottles. They recorded a massive change in the way people felt about recycling after using this bank stating ‘we believe that the easiest way to change people behaviour for the better is by making it fun to do’. With both of these case studies, it is evident that the consumer is much more engaged with the brand if they get something back out of it, e.g. a personalised card or a fun experience. We intend to use this idea in our proposal for TRAID as we feel it would work in advantage for the brand as it will make the idea of recycling fun. Although advertising is important for a brand, for a charity it can sometimes be controversial. Oxfam have been critiqued in the past for wasting money on adverts that could be spent on more suitable things such as aiding those in need. Although an advert would boost TRAIDs brand awareness, we would advise them that it would be more appropriate to them to create a buzz about events through social network and other platforms such as posters and leaflets to allow funds to be focused on their aims.
Fig 1.1 - Volkswagen’s interactive Bottle Bank Arcade
INVOLVING THE CONSUMER
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When approaching this task we devised a staged methodology to go about our research:
STAGE ONE
Carry out research in to Traid’s current presence across social media sites
STAGE TWO
Identify the status and recent actions of possible competitors for the charity
STAGE THREE
Establish a target consumer through their social media following
STAGE FOUR
Carry out and collate survey data to further research current and potential consumers and their answers to questions concerning this project Combining our findings will then assist us with establishing actions and ideas based around the consumers’ wants and needs while remaining in-tune with Traid.
JC
Fig 1.2 - Traid’s Twitter Page Fig 1.3 - Traid Remade Twitter Fig 1.4 - Traid’s Facebook Page
SOCIAL MEDIA RESEARCH JC
9 When conducting initial research, our team thought it wise to investigate Traid’s current presence on social media, as it’s an ever-increasingly important platform. In his book ‘Socialnomics: How Social Media Transforms the Way We Live and Do Business’ Erik Qualman says of social media “Businesses don’t have the choice on whether
to do social media; the choice is how well they do it.” This said, our research in this area would allow Traid to optimise their use to it’s full potential.
At present, Traid runs pages on Facebook and Twitter (two pages on Twitter – one for Traid and one for Traid Remade). The only Instagram account associated with the company is that of a designer for Traid Remade. Screenshots of these pages are shown in figures 1.2, 1.3 and 1.4. At the time of our research the Facebook page had 1,529 likes compared with 3,593 followers on Twitter. Though neither of these figures are particularly high - considering the number of users on these sites - they are large compared with the 62 followers on the Traid Remade Twitter page. From these figures it is clear that though Traid frequently update their pages across social media and provide followers with interesting news, they are not adequately exposed or publicised. Therefore, our campaign aims to target this issue and gain awareness alongside potentially producing an Instagram site and adding a particular focus on Traid Remade.
Though ‘competition’ applied between charities is slightly less intense than between profit organisations it is still undoubtedly present. In order to increase clothing donations Traid must be the top choice for potentially donators over larger charities such as Oxfam and the British Heart Foundation. OXFAM: When it comes to other charities Oxfam is possibly Traid’s largest competitor. Due to their persistent advertisements and links with events – such as Red Nose Day – and stores – such as M&S – Oxfam currently possess a greater public awareness and therefore are more likely to be the first stop for donations. Though any charity is positive, if Traid wishes to increase donations to power their works across the globe then they must become more established in the eyes of the possible consumers. One of Oxfam’s strengths is being clear with the public what exactly they do with what they receive, perhaps a point to explore in the campaign. EBAY: Not only does Traid have to compete with the likes of charities, but also with online giant EBay. Many potential donators choose to sell unwanted clothes rather than donate due to the obvious fact that they receive money back for their items. In order to compete, Traid must really emphasise the effects of charity and what exactly can/will happen to the clothes that can benefit the donator. EBay has recently opened a popup store in collaboration with Kate Spade Saturday in New York. This indicates increased competition in the future if they decide to open more shops around the globe providing second-hand clothes direct to consumers. Therefore Traid must establish themself as a strong brand name before EBay stores can engulf them. ASOS: In May of this year Asos released a highly anticipated sustainable collection named ‘Asos Africa’ in collaboration with SOKO Kenya. This collection allows ‘communities to establish sustainable business through local craftsmanship.’ The sustainable practices within this collection are similar to those of Traid concerning water, materials and labour. This third example could provide competition for the garments in the Traid Remade collections as they have a similar background when it comes to ethically friendly production processes. As Asos is a strong brand name Traid must again ensure to increase public awareness to stand as a choice for consumers when considering purchases of this nature.
RESEARCHING THE COMPETITION
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CONSUMER PROFILES
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School student Donates to charity shops and swaps clothes with friends LIKES: Acting, dancing, going out with friends, shopping, watching TV Does food shopping at Morissons Uses Facebook, Twitter and Instagram
RL
ANNA 15
We then began conducting consumer research to find out more information about a selected few people of different ages within the 15-25 age range. We looked at people who have an interest in recycling and asked them about where they shop, how often they buy and how often they donate, to try and gain further insight to the interests of the consumers. One of the things that all of them said was that they enjoyed socialising with friends or sharing clothes with friends so we hope that by the creation of an event this would incorporate the passions of socialising and recycling to gain a large amount of clothing donations. There was also a large range of social networking sites used among the group of people questioned, with Instagram being one of the key ones so this gave us inspiration to create an Instagram page for our event, allowing people to share images of the event, with a hash tag to create further awareness.
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ERIKA 18
Student Mixes her style using second-hand and high street purchases LIKES: Cooking programmes, Music DJs Ebay, TK Max Clothing shops once every two months Does food shopping at Asda & Lidl
AR
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KIRSTY 21
Student Buys/sells on Ebay and donates to Traid as well as buying highstreet LIKES: Gossip Girl, Starbucks, TK Maxx Food shops at Tesco & Asda Uses Facebook, Twitter, Instagram and Pinterest
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JESSICA 24
Marketing Executive Donates to Traid and Oxfam LIKES: Music, festivals, photography Shops at independent shops on the Brighton Lanes, second-hand shops Food shops at markets and Aldi Uses Facebook and Twitter
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people TO DONATE
INCREASE
OUR MAIN AIMS
ENSURE
something
EASIER
for
make it
people get kcab a w
BRAND r e n e s s
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THE IDEA RL
We came to the conclusion of our three objectives following the gathering and analysing of all our primary and secondary research. We began with a brainstorming session (see appendix) where we brought together all our ideas and attempted to come up with a ‘Big Idea’ resolving any areas we felt the brand didn’t address well enough, we began by choosing an age range to target our big idea at. The majority of people we surveyed were students with 98% aged between 15- 30, so with this in mind, and the fact that as students we can relate to the age range, we decided that our big idea would be something student related, trying to gain access to the unwanted clothes that 36% said they rarely donated. The most insightful information we gained from questionnaire stemmed from the last question where we asked what would make people more likely to donate their unwanted clothing. There were a variety of answers but the majority stated that they wanted to feel more involved with the brand; they wanted to gain something back or for the experience to simply be easier and more enjoyable. We also knew that our idea would need to be adaptable to be interacted with over various social media platforms as through our social media research we’ve found that they are not managing to connect with enough young creative and students, an audience we feel perfect for the company to target. The Big idea: Our big idea is to create a student event with the intention of giving something back to the people who donate and gaining access to all the unwanted clothes students are failing to donate. The event will be called Recycled Runway and will be a tour of universities, getting students to turn up with their old and unwanted clothes and they will then have the opportunity to style, design or just simply watch the show. A celebrity influence will also be part of our big idea as a celebrity face can be ‘used to revive and revitalize staid brands’ (Okonkwo, U, 2006) and from our research we found that Traid don’t have as much of a presence in the market as charities such as Oxfam and Cancer Research, with a large percentage of people saying they hadn’t previously heard of the charity, therefore a celebrity face will gain recognition for the charity. The main aim of the event will be to raise brand awareness and collect vast amounts of clothing which would otherwise go un-donated.
23 From our primary research, the majority of which has been completed by students, we have come up with a creative prospect which will raise brand awareness for Traid, whilst also enabling students to get involved with the charity and provide vital donations. The idea is to make recycling become something which people can enjoy and ultimately remove the negative connotations of hassle that come with it. In order to make this possible, we plan to bring a charity event to every student’s doorstep by creating a ‘Traid’ university campus tour. This will involve Traid travelling to all of the main city universities around the UK - location map shown in figure 1.5 - and putting on a one-day fashion show event ‘Recycled Runway’ at each university where students will be able to bring their unwanted clothes to recycle, which Traid will then utilise. With the clothes gathered, students will come together to model and style the clothes down a catwalk in an effort to promote how easy it is to recycle clothes, whilst also gaining donations and giving students the chance to have their own input in an event.
Fig 1.5 - Campaign Tour Map
JC, AR
Currently, Traid upcycle clothing into their own fashion label called TRAID remade which is the in-house fashion label run by the charity. As well creating innovative fashion styles that appeal to large demographics, it works to raise awareness about global poverty and protect the environment through the recycling activities they run in the UK. In order to create these innovative styles they bring in designers to come and work with the wasted textiles that would otherwise be thrown away, resulting in creative and stylish garments such as Timberland boots designed by Nadège Winter.
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POSTER MOCK-UP
INVOLVING THE CONSUMERS
Bring any unwanted clothing to the Recycled Runway Tour coming to a campus near you Mix and match donations to strut down the catwalk alongside brand ambassador Emma Watson CONTRIBUTE, CREATE
Fig 1.6 - Mock-up promotional poster
One of the main missions at TRAID, along with the aim to provide education about garment worker’s poverty around the world, is also to promote the idea that clothes should not be outsourced to less economically developed countries where children are forced to work or where there are workers on wages that are horrendously low. Because of this very idea, we feel this could be a good opportunity for new upcoming textile and graphic designers to get involved. One idea is that TRAID could arrange a competition appealing to all designers and giving them the opportunity to come for the day, see all of the unwanted clothing, with the ultimate goal of creating and designing new pieces for TRAID remade online store collection. The competition would be called ‘No Labour Behind the Label’. This would be a benefit for both the charity and students as they will be given the chance to design and showcase their talent that could be advertised and sold online or in-store. This in turn would promote the new upcoming designers/students, whilst also advancing the recognition of the charity, notably enabling them to cut much needed costs by removing the need to employ and spend on bringing current fashion designers in. This one-day event would be an excellent opportunity to raise brand awareness on who Traid are and what they stand for, whilst also giving students the chance to broadcast their talents in a unique and enjoyable way.
JC, AR
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Fig 1.7 - Event props mock-up
JC
GRAPHIC MOCK-UPS
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In order to gain credibility and bring more attention to these events, we feel that bringing a celebrity face who believes in ethical fashion could further increase brand awareness. With reference to our earlier quote concerning Emma Watson’s love for ethical fashion and the ability to work for free, involving her within the project we felt could be an opportunity to bring a face to the charity and TRAID remade. Emma Watson is a celebrity who has won awards for being a ‘Style Icon’ and who shares Traid’s strong beliefs in ethical and eco-friendly fashion, making her a perfect ambassador for the charity. Students will be notified about the event through emails and leaflets sent round through the universities and the idea is to also notify prospective future designers and stylists to come and get involved. Up and coming stylists would come to the event to help pull looks together for the catwalk, which will then be photographed and shared through social media, in particular the Recycled Runway Instagram account which will be set up purely for the events.
ABOUT THE DESIGNS
These images are mock - ups of what the Traid van would look like and how the runway and banners would be set up for the event. Throughout the report and execution we have maintained a consistent colour scheme with the Traid logo to keep brand continuity and make sure that it is still recognisable as Traid. In an attempt to increase Traid’s brand presence we have added images of Emma Watson as we want her to become a Traid Brand Ambassador, promoting and endorsing the brand and its ethics. Both banners display the logo, slogans and importantly the twitter hashtag (#recycledrunway) and will be placed on either side of the catwalk, with the intention that people will share pictures and information about event through the use of Twitter and Instagram.
AR AR
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WHY USE CELEBRITY ENDORSEMENT? According to a recent study by The Nielsen Company “those who
respond to celebrity endorsers on social media are themselves far more likely to follow and respond to brands on social media.”
The study goes on to say that 64% of people who followed a celebrity endorser on various social media platforms also followed the brand they endorsed. Therefore applying a celebrity face to the Traid brand could both increase public awareness as previously discussed and gain many more likes/follows on social media sites. Having previously designed for People Tree, Emma Watson went on to produce an eco-friendly capsule collection in 2011, collaborating with Alberta Ferretti entitled ‘Pure Threads’. Known for being both an established style icon and an ambassador for environmentally sustainable designs, Watson could be an ideal candidate for the brand. Her age, social presence – over 6.8 million followers on twitter – morals and work ethic mean she will appeal to the ‘young creative’ consumers that we have targeted through our research, as well as a broader audience. As well as being a potential model and endorser, Watson could also produce designs for the Traid Remade line. Alongside these positives, Watson stated when talking of her love for ethical fashion:
Fig 1.8 - Emma Watson winning ‘Style Icon’ title at Elle Style Awards 2011
“I’m happy to encourage anyone interested in making conscientious clothing from raw, sustainable materials, so much so that I’ll work for free.” This will allow Traid to focus their advertising budgets on other areas while gaining increased brand awareness and a strong figurehead for the brand, particularly Traid Remade.
JC
Fig 1.9 - Examples from the ‘Pure Threads’ collection 2011
We are aware that as a charity a large disposable budget is out of the question, so we have taken this into consideration when thinking about the hosting of the fashion show. After research we found the average price of pull up banners to be around £65 on the website http:// www.osp.uk.com/ but with the cost of entry being £1 per person this should ensure that after at least 1 show the costs will be covered. As previously stated Emma Watson has already been quoted as saying she would work for free, and by using such a high profile celebrity this will inevitably lead to a large amount of interest among students, as 100% of the people in our questionnaire stated that a celebrity face would increase their interest in a brand. The use of an electric van is something we have also proposed as ‘electric cars and vans are exempt from Vehicle Excise Duty (‘car tax’). Owners of electric vehicles will therefore save around £130 per year compared to an average conventional petrol or diesel car’ as stated on nextgreencar.com. This will further the eco friendliness of the event and keep running costs down, which are essential for a charity. Using students as volunteers at the events will also help to keep costs down as there will be no need for loads of paid staff on hand to help.
EVENT COSTINGS
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CONCLUSION
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Through conducting research in to both the background of advertising and fast fashion before commencing the project, alongside carrying out detailed research in to the brand and potential consumers, we hope to have produced a feasible campaign idea. Having taken detailed factors in to consideration such as the event costing, selecting an appropriate celebrity face and the sustainability of the project through using equipment such as electric vans we have aimed to provide promotion in-keeping with Traid’s values and practices. A focus on involving the consumer, social media and increasing brand awareness aims to increase the amount of donations received through inspiring a younger generation to pass down their new-found love for recycling on to those who come after them. This idea also aspires to eliminate the negative connotations that come with secondhand clothing by linking it with someone with ‘style icon’ status. Working in the way suggested rather than spending large sums on television adverts allows Traid to focus their funds on what really matters – continuing to work with thousands of people on several life-changing projects around the world.
We believe the Recycled Runway will assist Traid in ‘wearing poverty out’- in style.
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DATE ABSENTEES 23/04/2013 -‐
MINUTES
25/04/2013 -‐
TOPIC OF DISCUSSION • Clarifying brief • Initial thoughts • Discussion of initial findings through research
29/04/2013 -‐
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02/05/2013 Aimee
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07/05/2013 Emma, Emily
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09/05/2013 Emily
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13/05/2013 Emily
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15/05/2013 Emily
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22/05/2013 -‐
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TASKS CARRIED OUT • Division of initial research to investigate • More specific research delegated • Survey created Combining and examining all • Document layout template research after conducting completed surveys etc Several possible • Big/creative idea selected ideas/directions for the from research campaign Development of big idea and • Mock-‐up photoshop graphics sections of creative idea of the idea completed Other sections of writing divided between the group Any issues discussed and writing read through together Work so far put together Adding in any missing content Checking the content is complete/brief filled Check everyone is happy with it
• •
Production of infographics for various findings All 4 consumer profiles completed
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Majority of text completed and added to layout
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Report printed and bound
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THE SURVEY
Books:
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Qualman, E (2012). Socialnomics: How Social Media Transforms the Way We Live and Do Business. . John Wiley & Sons. xviii.
Websites: Anon. (2011). Emma Collaborates with Alberta Ferretti on New Ethical Fashion Line. Available: http://www.emmawatson. com/en/Projects/Pure-Threads/. Last accessed 29th April 2013. Barrie,L. (2010). Is Fast Fashion Killing Fashion. Available:http://www.just-style.com/analysis/is-fast-fashion-killing-fashion_ id109182.aspx. Last accessed 3rd May 2013. Chivers,T. (2013). Forcing sweatshops to radically improve safety standards could do more harm than good. Available:http:// blogs.telegraph.co.uk/news/tomchiversscience/100214076/bangladesh-disaster-forcing-sweatshops-to-radically-improvesafety-standards-could-do-more-harm-than-good/. Last accessed 3rd May 2013. Dudley,R. (2013). The Hidden Cost Of Fast Fashion. Available:http://www.businessweek.com/articles/2013-02-07/the-hiddencost-of-fast-fashion-worker-safety. Last accessed 2nd May 2013 Gonzalez, L. (2013). EBay to Launch Touchscreen Store Window.Available: http://www.psfk.com/2013/05/ebaystouchscreen-store-window.html. Last accessed 1st May 2013. Kramer, L. (2011). The Power of Celebrity Endorsements Enhanced by Social Media. Available: http://www.businessinsider. com/the-power-of-celebrity-endorsements-enhanced-by-social-media-2011-3. Last accessed 30th April 2013. Okonkwo, U. (2006). Luxury Brands & Celebrities: An Enduring Branding Romance. Available: http://www.brandchannel.com/ papers_review.asp?sp_id=1234#author. Last accessed 20th May 2013. Unknown. (2010). Electric Vehicle Costs. Available:http://www.nextgreencar.com/electric-cars/car-costs.php. Last accessed 20th May 2013.
Books:
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BARRY, P (2012). The advertising concept book: think now, design later : a complete guide to creative ideas, strategies and campaigns. London: Thames & Hudson. FLETCHER, K (2012). Fashion & sustainability: design for change. London: Laurence King. QUALMAN, E (2012). Socialnomics: How Social Media Transforms the Way We Live and Do Business. . John Wiley & Sons. xviii. SIEGLE, L (2011). To die for: is fashion wearing out the world?. London: Fourth Estate.
Websites: Anon. (2011). Emma Collaborates with Alberta Ferretti on New Ethical Fashion Line. Available: http://www.emmawatson.com/en/Projects/PureThreads/. Last accessed 29th April 2013. Barrie,L. (2010). Is Fast Fashion Killing Fashion. Available:http://www.just-style.com/analysis/is-fast-fashion-killing-fashion_id109182.aspx. Last accessed 3rd May 2013. Chivers,T. (2013). Forcing sweatshops to radically improve safety standards could do more harm than good. Available:http://blogs.telegraph.co.uk/ news/tomchiversscience/100214076/bangladesh-disaster-forcing-sweatshops-to-radically-improve-safety-standards-could-do-more-harm-thangood/. Last accessed 3rd May 2013. Dudley,R. (2013). The Hidden Cost Of Fast Fashion. Available:http://www.businessweek.com/articles/2013-02-07/the-hidden-cost-of-fast-fashionworker-safety. Last accessed 2nd May 2013 Gonzalez, L. (2013). EBay to Launch Touchscreen Store Window.Available: http://www.psfk.com/2013/05/ebays-touchscreen-store-window.html. Last accessed 1st May 2013. Kramer, L. (2011). The Power of Celebrity Endorsements Enhanced by Social Media. Available: http://www.businessinsider.com/the-power-ofcelebrity-endorsements-enhanced-by-social-media-2011-3. Last accessed 30th April 2013. Okonkwo, U. (2006). Luxury Brands & Celebrities: An Enduring Branding Romance. Available: http://www.brandchannel.com/papers_review.asp?sp_ id=1234#author. Last accessed 20th May 2013. Unknown. (2010). Electric Vehicle Costs. Available:http://www.nextgreencar.com/electric-cars/car-costs.php. Last accessed 20th May 2013.
WORD
COUNT
5 ld - 1,01 e fi h c it Romy L rk - 1,212 la Jesse C binson - 920 Ro Aimee 801 Wiles a m m E 27 aron - 7 Emily B 75 NT - 4,6 U O C L TOTA