L’OCCITANE EN PROVENCE
Concession Store Proposal
UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design Final Major Project Alana Mustill Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Communication and Promotion. Module THD1101 Fashion Communication Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND (16th May 2014)
CONTENTS 1.0 Introduction 6 2.0 Aims and Objectives 7 2.1 Aims 7 2.2 Objectives 7 3.0 Competitor Analysis 8 3.1 Kiehls 8 3.2 Estee Lauder 9 3.3 Creme de La Mer 10 3.4 Clarins 11 4.0 Company Analysis 12 4.1 Brand Values 12 4.2 Target Consumer 13 5.0 Concession Overview 14 5.1 Concession Message 14 5.2 Concession Store Design 14 5.3 Concession Location 15 6.0 Concession Image 16 6.1 Concession Plan 16 6.2 Flooring 17 6.3 Walls 17 6.4 Shelving 18 6.5 Brand Values 18
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CONTENTS 6.6 Refreshment Table 19 6.7 Till Area 19 6.8 Sink Area 20 6.9 Fixture 21 6.10 Technology 22 7.0 Stocklist 24 8.0 Staff Overview 26 8.1 Employee Position 26 8.2 Uniform 26 8.3 Daily Tasks Within The Store 27 9.0 Social Media Campaign 28 9.1 Aim 28 9.2 Social Media Accounts 28 9.3 Daily Promotion 28 9.4 Posts 28 10.0 Strategic Appraoch 34 11.0 Conclusion 35 12.0 Appendices 36 13.0 Figures 38
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1.0 INTRODUCTION This document provides detailed plans to open concession stores for L’Occitane within the luxury department store Selfridges. L’Occitane currently feature in department stores John Lewis, Marks and Spencer and Debenhams, however this only consists of a shelving unit and not a concession counter or store. The wholesale profit for the previous financial year was +5.7% budget which is a clear indicator that the brand does succeed locating in department stores. These department stores provide the different ranges of products which L’Occitane supply, however they do not provide a large choice of skin care and make most of the profits on exclusive gift sets which include body care. It is important to remain in these department stores as they provide the company with profit growth. However, opening concession stores within Selfridges allows the company to position itself correctly within the beauty market whilst growing as a company and allows the brand to re-launch themselves as a skin care brand alone by the concession stocking skin care products alone, achieving the target of being recognised as a skin care brand. The concessions will open in all 4 Selfridges stores during a 1 year period (October 2014 - October 2015). The concessions will be promoted by a social media campaign and all of the concession stores will host a launch event in-store and the London Oxford Road Selfridges concession will host a media event to raise awareness of the new concession openings.
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2.0 AIM AND OBJECTIVE 2.1 Aim To create a concession store located within the luxury department store Selfridges. The concession will bring a sense of France and the Mediterranean lifestyle to the consumers via the stores brand identity and position the brand as a luxury skin care provider on the beauty market. 2.2 Objectives 1. To create an identifiable brand experience for consumers. 2. To manage the launching of each concession store located within the 4 Selfridges stores. 3. To feature an area where customers are able to receive facial treatments. 4. To acknowledge the brand as a skin care brand. 5. To manage a Social Media campaign to promote the opening concession stores.
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3.0 COMPETITOR ANALYSIS It is important to analyse the design of the competitor brands concession stores within Selfridges as this gives an insight into what makes the concession successful and how the brands communicate the brand values to the consumer within a small location.
Figure 1. Kiehls, Selfridges, Manchester Exchange.
3.1 Kiehls Kiehls use interior design to represent the brands heritage. Kiehls was established over 150 years ago and blends unique cosmetic, pharmaceutical, herbal and medicinal knowledge to create skin care products. The interior of the concession is similar to a vintage chemist, with wooden cabinets and shelves This brands stands out amongst the other brands within Selfridges as the interior is alternate in comparison to the clean, cut, modern furnishings of the competitor brands. The interior attracts consumers as its different. The staff also follow the theme of the heritage, as there uniform involves white lab coats.
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3.0 COMPETITOR ANALYSIS
Figure 2. Estee Lauder, Selfridges, Manchester Exchange.
3.2 Estee Lauder
Estee Lauder use lights to attract the consumers to the concession. The counters feature a black gloss appearing glamorous and sophisticated. The light illuminate the products, making them appear more attractive to the consumer. However, the counter doesn’t stand out as much in comparison to the Creme de la Mer concession or the Kiehls, and is very similar to the YSL counter meaning it can be consumer for some customers. Estee Lauder illuminate a poster of the latest product which they are promoting which is a strategic tactic as it will make the consumer want to try the new product and 70% who try products, usually end up purchasing.
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3.0 COMPETITOR ANALYSIS
Figure 3. Creme de la Mer, Selfridges, Manchester Exchange.
3.3 Creme de la Mer
Creme de la Mer stands out as the counter oozes class. The huge fish tank with exotic, beautiful fish attracts customers along with the champagne flutes and chocolate truffles. The colour white presents the brand in an Angelic perception as white is currently seen as a colour of luxury. The store is decorated with flowers, again making the customer journey more enjoyable in comparison to the Estee Lauder concession. Presenting the products in glass cabinets symbolises the expense of the creams as this is a similar method of product placement which jewelers use to display their delicate, expensive stock. The use of light, reflecting colours and water makes the concession appear peaceful and welcoming.
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3.0 COMPETITOR ANALYSIS
Figure 4. Clarins, Selfridges, Manchester Exchange.
3.4 Clarins The Clarins concession is recognisable as the colour scheme red is present through out the store. From counters to the uniform of the staff. Consumers link red to the logo of Clarins and therefore the brand identity of the concession is strong. The concession features an area where treatments can be performed, this immediately attracts consumers. The use of lighting is used in this concession, similar to Estee Lauder and Creme de la Mer, this lighting is used to highlight products and make them appeal more to the consumer. The concession also features promotions and this is advertised by graphics which will influence the customers purchase intentions when entering the concession.
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4.0 COMPANY ANALYSIS 4.1 Brand Values L’Occitane has 3 key brand values which are essential to ensuring the ultimate shopping experience for their customers. Authenticity L’Occitane product ranges are inspired by traditional beauty recipes from the south of France. Each range has a story behind the product; the authentic tradition, the local traditional production methods, the natural ingredients and their traceability and sustainable development. The Unique merchandising in stores allows this experience to be experienced by every customer. Sensoriality L’Occitane values the stimulation of the senses. Each product has stimulating smells, product names, attractive packaging, range of textures and carefully choses descriptive words to stimulate all the senses and allow the customer to indulge in a moment of well-being and sensory delight. Respect L’Occitane value preserving and passion. The brand respects the environment by using ecological packaging for their products as well as using sustainable ingredients. The brand also respects alternative cultures and endeavors by launching a foundation to develop those in less economically developed countries. L’Occitane respects the customers by providing excellent customer service along the journey throughout the boutiques. 12
4.0 COMPANY ANALYSIS 4.2 Target Consumer
Figure 5. Divine Lady. Figure 6. Preventer.
L’Occitane has 2 main target consumers.
The Divine Lady The Preventer Age: 47. Age: 29. Income: Higher than average household income. Income: Higher than average household income. Status : Married. Status : Single. Occupation : Family Business Receptionist Occupation : Marketing Assistant Interests : Health, Family, Animals. Interests : Socialising, Fitness, Environment Location : Rural area. Location : City Centre Skin Type : Mature and Dry. Skin Type : First Signs of aging and normal
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5.0 CONCESSION OVERVIEW 5.1 Concession Message The concession store will portray the message of L’Occitane being a natural, French skin care brand. L’Occitane want to be known for the skin care ranges they provide and in order to achieve this, the brand must promote the skin care over and other brand, thus the concession only selling and displaying skin care products. 5.2 Concession Store Design The store design will follow inspiration from the interior of the boutiques to create brand identity to the concession store. The concession will feature its own till area so that staff can always ensure that customers are being asked about whether they are a VIP with L’Occitane to increase VIP creation for the brand and also so the concession has a feeling of boutique rather than department store. The concession will also feature a sink area with seats. 70% of customers make purchases once they have tried a product. Having a sink area where staff can perform luxury skin consultations will persuade the consumers purchase intentions as well as allow them to experience the quality of L’Occitane products within the L’Occitane environment. To begin with, all the concession stores will be small as the brand is still growing and still need to create a solid profit from the concessions. However, having a small concession store is an advantage to the brand as it makes every customers shopping experience more personal as it allows customers and staff to engage more.
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5.0 CONCESSION OVERVIEW 5.3 Concession Location The concession will sit in a similar area as Creme de la Mer, Dior and Estee Lauder as these brands consist of the most competitor products against L’Occianes skin care range. The consumers of these brands are also target consumers of L’Occitane and therefore a chance to engage with new customers is available in this location. Sitting amongst top brands like Dior and Estee Lauder also helps to create brand awareness for L’Occitane as customers will make a link with L’Occitane and these brands, positioning it as a luxury cosmetics company. Also, these 3 brands concession store interior is very glossy and glamorous, where as L’Occitane is more rustic and traditional, meaning the L’Occitane concession will attract the consumers attention for having a unique store image, resulting in potentially creating new customers.
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Figure 7. Concession Store Design, Created by Chris Ledward.
6.0 CONCESSION IMAGE 6.1 Concession Plan
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6.0 CONCESSION IMAGE 6. 2 Flooring The flooring of the concession will be a terracotta tile. Terracotta is a tradition material and had a rustic and natural image. The terracotta floor tiles will symbolise the brand value of Authenticity. The tiles represent the French traditions of the brand, as many old French farm houses had terracotta floors.
6.3 Walls
Figure 8. Terracotta Tiles. Figure 9. Wild Daisy.
The concession store will have walls to create the sense of store amongst the concession and to enclose the L’Occitane experience exclusivity to the concession along. The walls will be white plaster to add to the tradition theme of the store. The plaster will be quite rustic, similar to the wall image inside farm houses. Posters of skin care products and images of the ingredients may also be hung in wooden rustic frames to make the walls more appealing. The store will also have a brick wall at the back of the store to symbolise the natural and organic ingredients in the products.
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6.0 CONCESSION IMAGE 6.4 Shelving L’Occitane value unique visual merchandising to create the brand experience in stores, therefore L’Occitane will use a lot of graphics and props to make the concession look similar to the French themed boutiques. Rustic wooden shelves will feature on the right hand side wall where products can be displayed and props can be used to create an attractive display which interests consumers to the concession.
Figure 10. L’Occitane Visual Merchandise. Figure 11. L’Occitane Brand Values Visual Merchandise.
6.5 Brand Values L’Occitane is a brand which values traditions and this is present through out the stores as each L’Occitane store has a piece of art work displaying the origin of the brand and the brand values. To stick to L’Occitane traditions, the concession stores should also feature this art work. The art work can be displayed in between the two shelf fixtures on the right hand side wall.
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6.0 CONCESSION IMAGE 6.6 Refreshment Table L’Occitane values Sensoriality and offer all customers a refreshment during their journey through the store. The refreshment table is a small, square, rustic wooden table which is big enough to fit on 8 tea cups, a large flask, a wine bucket and 10 wine glasses. Offering customers refreshments creates a relaxed atmosphere between the consumer and the assistant as trust has been established and the refreshments also stimulate the sense of taste.
Figure 12. Rustic Wooden Table.
6.7 Till Area The concession store will feature its own till area as closing the sale is part of luxury customer service and having a concession till area allows this process of customer service to happen which will lead to the creation of more VIP customers as L’Occitane tills contain the software in order to add new VIPs and link existing ones to current sales in order for the customers to receive their benefits of being a VIP. The till area will be created out of rustic wooden material, adding to the French farmhouse interior. The concession will have 1 electronic till with the PDQ machine already connected, allowing fast service.
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6.0 CONCESSION IMAGE 6.8 The Sink Area
Figure 13. L’Occitane Sink Area Figure 14. L’Occitane Sink Area Visual Merchandise.
The sink area is the most important part of the concession store as this is where customers experience the products on their own skin and so it has to add to the enjoyable experience. The sink area is modern as hygiene is an important role within retail and especially within the beauty market. The sink area will have 1 working sink and feature 2 larger ceramic bowls which will be used during skin consultations. The area will feature a wooden box to place beauty cleansing essentials such as cotton pads, cotton buds and tissues. To make the sink area more attractive, L’Occitane towels will be rolled up to present to customers that treatments take place at the sink and make the area more inviting. Products can also be put on display round the sink to display a L’Occitane skin care routine to those who are unfamiliar with L’Occitane. Some customers are afraid to try products without asking and therefore it is crucial that the sink area looks clean and inviting at all times to achieve the 70% purchase rate through practicing demonstrations at the sink area.
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6.0 CONCESSION IMAGE
6.9 Fixture
Figure 15. Fixture of Visual Merchandise in L’Occitane.
The main fixture of the concession store will display the ranges of skin care which L’Occitane sell. The fixture will feature a light in the header as this highlights the brands logo attracting more interest in the store. It will be made out of oak wood and have a rustic image. The fixture will have shelves at the top half to display and present the products, and the bottom half of the fixture will have drawers where stock can be stored. The centre of the fixture will feature the Divine range as this is the top selling and highest price point range which has won awards from Harpers Bazaar and the Natural Beauty Bible. Having this product visible at eye level makes it more accessible to the consumer, encouraging the consumer to interact with the product.
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6.0 CONCESSION IMAGE 6.10 Technology Television In shopping store environments, music is usually played to enhance the experience in the store, however the concession store will not have the technology to play music as the environment is shared amongst other stores who may find L’Occitanes shopping playlist, unsuitable for their brand. To keep the consumer entertained, the store will feature an LCD Television which will play videos informing customers of how to apply products and showing images of results from the creams. This would be played on mute, and would have sub-titles at the bottom of the screen for the consumers, who are interested, to understand what is happening. The television can be used to express the brands values. Authenticity can be expressed by the video sharing information on where ingredients from the products originates from and why that ingredient is used. An example of this would be the Organic Myrtle plant used in the Divine cream as this is the regenerating plant, even when burnt by a fire, the plant grows back. The value of Sensoriality can be expressed by showing colourful imagery of where the ingredients are grown and the process of traditional French distillation to create the essential oils used in the products. The value of respect can be expressed on the video as information about the L’Occitane Foundation and the fair trade agreement with the Burkina Faso women can be displayed to show to consumers the caring values of the company, towards the environment and to people.
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6.0 CONCESSION IMAGE Ipads For the company to successfully grow, it must keep up to date with the latest trends within the UK beauty market. This includes using technology in store. L’Occitane Boutiques already feature a hydration pen which is a device to take hydration readings of the skin. L’Occitane can use the hydration pen in conjunction with an Ipad when performing skin consultations on customers. The Boutiques currently file skin consultation information manually, having an Ipad would make the storage of customer skin consultations easier and quicker and the process of the skin consultation less fussy.
Figure 16.Ipad
Ipads can also be used to provide a quick link to the online product bank which L’Occitane provides online to all boutiques.
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7.0 STOCK LIST The L’Occitane concessions will sell the following stock: Immortelle Precious
Figure 17. Immortelle Display, L’Occitane Figure 18. Angelica Display, L’Occitane.
Precious Cream 50ml £45.00 Precious Protection SPF 20 50ml £45.00 Precious Serum 30ml £46.00 Precious Eye Balm 15ml £32.00 Precious Night Cream 50ml £50.00 Precious Cleansing Foam 150ml £25.00 Precious Cleansing Foam Refill 300ml £18.50 Precious Cream Mask 125ml £39.00 Essential Face Water 200ml £18.00 Milk Makeup Remover 200ml £20.00 Precious Fluid 30ml £32.00 Eye Makeup Remover 125ml £15.00
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Angelica Angelica Hydration Cream 50ml £32.00 Angelica Sublime Essence 30ml £42.00 Angelica UV Shield SPF 40 30ml £27.00 Angelica Eye Roll on 10ml £15.00 Sublime Beauty Cream (Both Shades) 40ml £27.00 Angelica Ultra Matte Fluid 50ml £29.00 Angelica Exfoliating Gel 75ml £19.00 Angelica Instant Hydration Mask 75ml £24.00 Angelica Face Toner 200ml £17.00 Angelica Cleansing Gel 200ml£16.00 Angelica Lemon Ultra Foaming Cleanser 150ml £16.00 Angelica Face Soap 80g £12.00 Angelica Lemon Ultra Mattifying Toner 200ml £17.00 Angelica Protective Lotion SPF 15 30ml £27.00
7.0 STOCK LIST Divine Divine Cream 50ml £72.00 Divine Extract 30ml £74.00 Divine Eyes 15ml £48.00 Divine Lotion 200ml £42.00
Figure 19 Shea Display, L’Occitane Figure 20. Divine Routine.
Shea Butter Ultra Rich Face Cream Shea Protective Cream SPF 20 Shea Ultra Gentle Moisturiser Shea Cleansing Milk Shea Butter Gentle Toner Ultra Rich Face Scrub Shea Ultra Gentle Face Soap
50ml £32.00 50ml £32.00 50ml £29.00 200ml £17.00 200ml £17.00 100ml £19.00 80g £12.00 25
8.0 STAFF OVERVIEW 7.1 Employee Positions As the concession stores are small, the maximum amount of staff members needed for the concessions is 5. This includes the positions of: Concession Store Manager Assistant Concession Store Manager Senior Sales Assistant 2 X Sales Assistants 7.2 Uniform
Figure 21. Boutique Uniform.
The Uniform for the concession store will be the same as the what staff members wear in the boutiques. This includes black clothing only and the store provides an apron for over the clothes to protect them and to create a brand identity.
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8.0 STAFF OVERVIEW 7.3 Daily Tasks Within The Store
- Preparing refreshment drink for customers. - Morning banking routine. - Open the store. - Checking emails and reviewing yesterdays store performance. - Kick off meeting with all members of staff. - Morning cleaning of the store. - Restock Reports. - Daily Training on stock. - Managing cup washing. - Managing bags. - Providing excellent, luxury customer service to every customer. - Performing skin consultations. - Checking visual merchandise is up to date. - Take out the bins. - Close the store. - Cash up. - Mop the store floor.
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9.0 SOCIAL MEDIA CAMPAIGN 9.1 Aim The aim of the social media campaign is to raise awareness of the concession store launch events which will take place over the time period of October 2014 - October 2015. 9.2 Social Media Accounts L’Occitane will create excitement for the launch events via social media accounts Facebook, Twitter, Instagram, Tumblr and Pinterest. These are the top 5 used social media accounts and using social media as a form of promotion for the concession stores raises awareness of the brand. Refer to Appendix A for a detailed timeline of posts. 9.3 Daily Promotion To keep interest in the concession launches and to continue raising awareness of L’Occitane as luxury skin care brand, L’Occitane will post on the social media accounts on a daily basis. Each social media platform will post at least three times daily during the period of the campaign. 9.4 Posts L’Occitane will create different types of posts for the social media accounts to keep the campaign interesting and will never post the same information twice on one platform.
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9.0 SOCIAL MEDIA CAMPAIGN Mystery Post This post involves two types of mystery posts for this campaign. The first is the concession store mystery post. This is where an image of a clue to the location of the latest concession launch will be posted across the social networks making the consumers interact with the social platform by posting comments as to where they think the location is.
Figure 22. Mystery post from L’Occitane UK Twitter account.
The second type of mystery post is the product mystery post. This is where L’Occitane will post an image showing a small amount of a product. Again this stimulate consumer interaction with the brand, as the receivers will post comments naming the product.
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9.0 SOCIAL MEDIA CAMPAIGN Product Post This post is used to advertise a product to the consumers. During the campaign, the product posts will only consist of skin care products to make the brand recognised for its skin care ranges. Concession Countdown Post 1 month before the opening of a concession store, L’Occitane will post 1 month countdown post to keep consumers interested in the opening concession. L’Occitane will post a countdown post every 1 week until the last week countdown where a daily countdown will begin to create excitement and awareness of the new concession store which is opening. Story Post This post involves L’Occitane posting a story about one of the products. This expresses the brand value of authenticity and interests the consumers as it gives the consumer the opportunity to learn about where the ingredient comes from and why it is being used. Head Office Post This type of post involves posting images of anything exciting or new to the company which is happening at Head Office in London. This could include the latest graphics being created for an up and coming campaign. However during the duration of this campaign, the Head Office posts will just include any information on skin care alone as the brand want to promote the skin care during this campaign. 30
Figure 23. Product Post on L’Occitane Tumblr.
9.0 SOCIAL MEDIA CAMPAIGN
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9.0 SOCIAL MEDIA CAMPAIGN Factual Post This post involves posting knowledgeable facts about the company ors its products. This keeps the consumer interested in the brand as they can discover new information about the brand. Launch Event Post This post involves live coverage from the concession launch event which is taking place. This type of post can be used post event as well to generate reviews about the event and to show consumers what will happen at the next launch event. Advertising Post This post involves posting the advertisements for the skin care range to create promotion for the brand and skin care range, whilst also keeping awareness of the brand in circulation.
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Figure 24. Advertisement post on L’Occitane Uks Instagram Account..
9.0 SOCIAL MEDIA CAMPAIGN
L’OCCITANE UK
L’OCCITANE UK
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10.0 STRATEGIC APPROACH Attention The concession stores attract consumer attention by the traditional French interior design. Beauty concession stores usually feature glossy, shiny, surfaces where as the L’Occitane concession is rustic and earthy looking making the brand stand out on the department floor. Interest The concession store makes consumers interested as each concession store will feature a launch event which is promoted by a social media campaign. The social media campaign features mystery surround the launches as well as coverage of events making the receivers interested in what is happening around the concession launches. Refer to Events Proposal for more detailed information on the launch events and refer to page 28 for details of the social media campaign. Desire The concession stores features a sink area where customers can experience a L’Occitane skin consultation for free. Customers will see other customers receiving this luxurious experience and will have a desire to have the treatment themselves. Action Providing skin consultations within the concession store means the product is being applied to the customers skin. 70% of customers who try a product will result in purchasing the product resulting in skin care sales for L’Occitane. 34
11.0 CONCLUSION
To conclude the opening of 4 concession stores within the luxury department store Selfridges ,will generate a lot of press coverage for L’Occitane due to the in store launch events and the media event at the London store. The concession stores will create new VIP customers for the brand and make the brand recognised for its skin care range as it will only stock the skin care products. The concessions follow the brand values by entices them into the store experience from the interior to the refreshments served at the launch events. The social media campaign will help to raise awareness and gain the consumers interest of the opening of the concessions as well as promote the company’s skin care products. After reviewing the social media campaign and the press coverage from the events, consumers will want to go the concession launches to experience the L’Occitane journey and provide the company with skin care sales.
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12.0 APPENDICES
Appendix A Timeline for Social Media Campaign posts October 2014 November 2014 December 2014 - Mystery Concession Posts - Concession Countdown Posts - Head Office Posts - Product Posts - Launch Event Posts - Advertisement Posts - Concession Countdown Post - Factual Posts - Product Posts - Factual Posts - Story Posts - Story Posts - Product Posts - Head Office Posts - Advertisements Posts - Advertisement Posts -Mystery Product Post January 2015 February 2015 March 2015 - Mystery Concession Posts - Concession Countdown Posts - Head Office Posts - Story Posts - Product Posts - Advertisement Posts - Factual Posts - Mystery Product Posts
- Concession Countdown Posts - Launch Event Posts - Factual Posts - Story Posts - Launch Event Posts - Advertisements Posts - Mystery Product Posts 36
-Mystery Product Post -Product Post -Story Post - Head Office Post - Factual Post - Advertisement Post
12.0 APPENDICES
April 2015 May 2015 June 2015 - Mystery Concession Posts - Product Posts - Concession Countdown Post - Factual Posts - Story Posts - Head Office Posts - Advertisement Posts
- Concession Countdown Posts - Launch Event Posts - Factual Posts - Story Posts - Product Posts - Advertisements Posts -Mystery Product Post
- Mystery Product Posts - Advertisement Posts - Product Posts - Factual Post - Head Office Posts - Story Posts
July 2015 August 2015 September 2015 - Mystery Concession Posts - Concession Countdown Posts - Head Office Posts - Story Posts - Product Posts - Advertisement Posts - Factual Posts - Mystery Product Posts
- Concession Countdown Posts - Launch Event Posts - Factual Posts - Story Posts - Launch Event Posts - Advertisements Posts - Mystery Product Posts
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-Mystery Product Posts -Product Posts -Story Posts - Head Office Posts - Factual Posts - Advertisement Posts - Launch Event Posts
13.0 FIGURES Front Cover Image : http://img.docstoccdn.com/thumb/orig/125204880.png ( Edited). Concession Store designer and created by Chris Ledward, Graphic designer. Figures :1-4, 8, 10-11, 13 - 14, 17-19, 21 Photography courtesy of Alana Mustill Figure 5: http://www.besthairbuy.com/blog/wp-content/uploads/2013/08/old-women-hairstyle1.jpg Figure 6: http://www.triboc.org/j0414100.jpg Figure 7: Concession Store Designed by Chris Ledward. Figure 9: http://allanbecker-gardenguru.squarespace.com/storage/Wild-Daisies-20100325.jpg?__ SQUARESPACE_CACHEVERSION=1294440407955 Figure 12: http://www.gemmbook.com/wp-content/uploads/rustic-wooden-coffee-tables-rustic-wood-coffeetablecrate-by-hindsvik-on-etsy-11491.jpg Figure 15: http://www.astabridge.co.uk/wp-content/uploads/2013/07/loccitane-stena-europe-backwallshowcase.jpg Figure 16: http://www-sassisamblog-com.zippykid.netdna-cdn.com/wp-content/uploads/2013/10/LOccitane_ Divine_Immortelle_Skincare_Range.jpg Figure 21: http://www.dhtmlx.com/blog/wp-content/uploads/2011/02/ipad_menu_layout.jpg Figure 22: Created by a fake twitter account, Photograph courtesy of Alana Mustill Figure 23: Created by a fake tumblr account, Photograph courtesy of Alana Mustill Figure 24: Created by a fake Instagram account, Photograph Courtesy of Alana Mustill
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