BRAND | JOURNAL
TWO | SEVEN | TWO | ZERO
INTRODUCTION
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ABSTRACT
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THE CLIENT
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Brand Values The Present The Campaign The Consumer The Advertising SWOT The Gap The Visibility
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PROPOSAL
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The Escape The Problem The Influence The Colour TWO|SEVEN|TWO|ZERO The Imagery The Story The Promotion The Monogram The Drop Date The Fifth Floor The New Consumer Drop Culture
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THE FUTURE
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CONCLUSION
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REFERENCES
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INTRODUCTION. I am an aspiring graphic designer and art worker, who excels in the adobe suite and handling visual layouts to provide a unique and effective art direction for a specific consumer. For Harvey Nichols I aim to use my skill set to create a physical zine that experiments with contorted imagery that tells stories to inform; the damage we are causing to our earth through fast fashion’s water pollution and usage is on a mass scale and an issue that needs addressing and tackling immediately before our precious earth dries out and it’s too late.
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ABSTRACT. My concept concentrates on the escape from an online world and takes form in a zine, in attempt to inform a culturally influenced generation of buyers to change their consumptive ways and save our planet. It is recognised we don’t look past our advantaged western society, into a world whose livelihoods depends on making our clothes yet are effected by the repercussions. My zine uses visually contorted imagery with accompanying text that tells the story for those who don’t have a voice in our society; the overall purpose over anything else is to inform. If we were aware of what we were doing, we would do something to stop it. Each zine will be branded from 1-2720 to represent how many litres of water it takes to make a single T-Shirt, so if nothing else is taken away, this overwhelming fact will be.
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THE CLIENT. Harvey Nichols started as a small linen shop on Sloane Street, London and slowly became an empire within the fashion industry, now becoming home to some of the world’s best brands. They sell fashion for both men and women along with accessories, beauty, food and wine. Their restaurant, cafÊ, food-hall and bar opened up on the fifth floor with an express lift directly to the services, unique to the Harvey Nichols, which allowed later opening times than the rest of the department store. It was this concept that was so popular that has given the store its credibility of a champagne lifestyle and fashionable dining. Today the department store dominates both nation-wide and internationally; they now have seven stores within the UK and Ireland as well as seven large format stores across the globe including Dubai and Saudi Arabia.
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HARVEY NICHOLS ARE: FUN COOL PLAYFUL CARING STYLISH EXCLUSIVE
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BRAND VALUES. They value their brand on being stylish, fun and playful, which came across in some aspects, however not in all. These brand values do shine through in certain elements throughout the brand, their campaigns being a good example. Harvey Nichols are not afraid of controversy when it comes to their campaigns and being fun and playful to be talked about in the media; this helps with the concept of my zine as it wouldn’t be putting them into an area where they haven’t explored before. It feels as though they strive to be cool and modern to attract a more youthful consumer and these brand values should be carried through all of their platforms, from social media to the store layout, occurring naturally through the way they present themselves to their consumer. This more laid back approach would appeal more to my age group as a consumer and this is the audience that is being targeted through my zine, as there is a gap in the market for more youthful luxury department stores.
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THE PRESENT. Harvey Nichols current in-house publication is the September issue, Holly Nichols. This issue is for the celebration of women and takes part in a one off branding across the entire Harvey Nichols empire. The re-brand was folled by a campaign called ‘Let’s hear it for the girls’, a true mark in history for feminism, where Harvey Nichols changed their bags, signage and other visual merchandising across the flagship and regional stores. The Holly Nichols publication ran 60,000 copies of its first issue with 50,000 distributed with the Evening Standard and the remaining copies given to customers across the country in store. This publication takes form as an A3 look book style editorial, which is published bi-monthly as a different theme, perpendicular to the stores conceptual season. The next issue of the magazine was released at the beginning of November devoted to their Christmas campaign, gifting and seasonal offers.
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THE CAMPAIGN. Harvey Nichols launched a campaign in 2011 for their summer sale called ‘Daylight Robbery’; the concept for the campaign was a play on in-store theft because their sale prices are so cheap. This is a concept that hasn’t been used before and definitely exhibits their brand values of being fun and playful. It also shows that they are not afraid to challenge typical marketing strategies and use controversy on their side to create successful campaign imagery. The fact that they are not afraid to stand out for their campaigns and use strategies that are deemed controversial is good for my zine, as the boldness of the concept won’t push Harvey Nichols into a space where they are uncomfortable and never experimented with before. The concept for TWO|SEVEN|TWO|ZERO is something that fits in to their brand values because not only are they fun and playful but they also care a lot about not only their staff but the environment and people who are in need; the zine will emphasise the caring nature of their brand values.
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THE CONSUMER. They recognise their consumers as four categories; The Career Climbers, The Female Bosses, The Well Dressed Professionals and The indulgent Gentlemen. These four consumer categories are the groups of individuals that they market at but interestingly don’t gain the footfall from these groups in store. When doing a floor walk of the store, the customers shopping in each department didn’t seem to be any of these 4 groups; they stressed that they did not market towards an international audience, yet this was the most popular consumer group in the store. TWO|SEVEN|TWO|ZERO aims to target a more youthful consumer group to push them into a wider market area as there is a gap in the market more youth targeting department stores. Not only will Harvey Nichols benefit from a younger target audience through longer customer loyalty but the youth generation are the future of the planet and who better to inform about the damage than the generation that can fix it.
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THE ADVERTISING. Harvey Nichols recognise that public transport around London is a highly engaged marketing strategy in terms of its consumers. The tube is used by around 2 million people every day so is the perfect opportunity to get the exposure a brand needs. They often place their advertisements in tube stations including a campaign that encouraged consumers to spends their wages on an expensive pair of shoes and eat beans of toast for the rest of the month until they get paid again. This campaign in particular meets their brand values of fun and playful, while taking advantage of ad placement. This campaign will have had so much consumer exposure and this is something that has been considered when my promotion comes into play; the marketing for TWO|SEVEN|TWO|ZERO will push Harvey Nichols into a different transport area but will gain just as much exposure as my marketing target moves up and around the capital.
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STRENGTHS Harvey Nichols’ worldwide reputation is a massive advantage for them as they have the platform to experiment with concepts surrounding new ideas, in this case sustainability. They are a well trusted and respected brand within in the fashion industry, which encourages consumers to shop in their store because they will know it’s of a good quality. This helps the sales of my zine within the store because it will be anticipated to be of quality and value, simply from being in association with the trusted Harvey Nichols name. Their engagement in concern to their campaigns, sets the bar at a high standard within the industry; their ‘Love Freebies?’ campaign featuring real theft incidents within the store gained a very good amount of consumer engagement. It is evident that their engagement to controversial concepts is well received and in turn my zine would be well received by this audience as well. Their existing consumer groups are diverse and this is an advantage because my zine would reach a wider audience than my preferred target market. This will have more ages, genders and professions talking, learning and engaging with the facts behind fast fashion’s water pollution and consumption.
WEAKNESS In the industry, Harvey Nichols have no unique selling point. Where Selfridges have youth and Liberty have heritage, Harvey Nichols sit in the middle and therefore don’t stand out from the rest; they don’t have their own ‘thing’ which makes them unique and desirable to a youth consumer. Another weakness is that they don’t carry their values throughout their brand; Harvey Nichols push that they are fun, stylish and playful, yet the disjointedness across their store space, social media presence and campaign imagery makes you question otherwise. While the campaign imagery abides their brand values, other elements don’t follow suit. The location of the Knightsbridge flagship is a little dated. A youth consumer is spending their free time in London in areas such a Shoreditch, Camden and Hoxton; Knightsbridge doesn’t cry out youth culture. This is the weakness here because my consumer wouldn’t go out of their way to Knightsbridge so this is something to consider. I feel their social media lacks innovation, while Selfridges uses theirs to enhance their youth driven consumer, Harvey Nichols don’t use their platform to engage with their audiences in an effective enough way. Another problem they face is that people now buy directly from the brands; Gucci for example have built up a big enough platform and following in order for a consumer to feel as though they can buy directly from them and this is something that effects the sales of all department stores.
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OPPORTUNITIES The fact that Harvey Nichols are willing to re-brand is a massive opportunity for them as it allows them to become something like no other department store which gives them visibility. Not only that but it gives them space to create a unique selling point for themselves; because they don’t have a USP, in a way this acts as a positive because they can become anything they want to be, could their USP be ‘the department store that caters for all things sustainability’? Due to their established, well respected reputation this means that brands and fashion houses will be willing to collaborate with them, which could work to their advantage massively. Their name could secure a collaboration with a well-known brand that would instantly give them the visibility that they need within the market. Their brand has an international reputation like I mentioned before, which allows them to engage with a global audience and make their sustainable movement worldwide. This would be a big step as a department store and again could allow them the visibility they need. They also have the budget to create experiences for their consumer and be experimental with their concept creation, which in turn would engage a wider audience that they may not necessarily target themselves.
THREATS Selfridges successfully target a youth audience and this is an area where Harvey Nichols lack in experience I think because they don’t usually target a youth market, unlike Selfridges. Failure of the high street is an important factor here as well because people prefer to shop online now, rather than in store, which is a treat to all retailers. A shopping trend amongst youth consumers is hype and drop culture; this trend is something Harvey Nichols is not experimenting with and this is a potential threat for them. It is deemed a cultural way of buying and on the up-rise for brands, Louis Vuitton X Supreme as an example. I want to introduce Harvey Nichols to the drop and hype culture world as they will gain a whole new potential consumer. Fast fashion in itself is a threat to them as well, people would rather pay less for a basic white T-Shirt, and save their money for bigger pieces such as accessories. This is where it is a threat to Harvey Nichols because they are at a premium price point for most of their products. Like I mentioned earlier they are at a middle ground in terms of their market position, they don’t stand out for any particular reason but my concept aims to push their boundaries and potentially give them that visibility.
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THE GAP. It is made evident that Harvey Nichols sit in the middle ground in the industry in terms of youthfulness; this is something that needs to be addressed by shifting Harvey Nichols into the more youthful market. As you can see there is a gap in the market for more youthful luxury department stores, Selfridges and Dover Street Market appear to be the only ones catering this consumer. In order for them to shift into a more youthful brand, in terms of how far they have to go, it is very attainable. It is made evident that they sit just below the line of the bottom-band of the youth market; with clever concept creation and the right marketing strategies, Harvey Nichols can shift their reputation into a more youthful market. The plan for TWO|SEVEN|TWO|ZERO is to shift their consumer with the creativeness of my zine, the zine will attract a younger, more vibrant consumer into Harvey Nichols because of the boldness of my new graphic identity. The circled Harvey Nichols is where they should be and my zine is the start of the journey to get them there. It is evident there is room for them to be more experimental with the youth consumer and they could even afford to become higher on the youth axis as time goes on, becoming more appealing to a younger audience through their clever concept creation and potential drops.
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Youth
Value Luxury
Mature
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THE VISIBILITY. Harvey Nichols sit at a middle ground in terms of its competitors and this can be seen both positively and negatively. They can be considered to blend in and not stand out against the likes of Selfridges, but then also gives them the opportunity to open up to a new market as there is room. Where they lack a unique selling point, this opens up the opportunity to make their USP sustainability, with TWO|SEVEN|TWO|ZERO as the starting point. The zine and other merchandise fits in with their brand values of being fun and playful with the boldness of the visuals, whilst still meeting the caring aspect of their brand, as it tells the stories of the environment and its people in need of help. In terms of giving the brand visibility, a whole new market is going to be introduced to them and the boldness of the visuals displayed around London through marketing strategies will cause intrigue and gain a wider audience engagement.
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THE ESCAPE. In today’s tech-controlled society, an escape from the digital is a necessary part of life. You read books and magazines to escape and to get away from the realities of everyday life; we need books to ground us and as a generation that constantly consumes, we need a break. This explains why my concept for Harvey Nichols takes form in a physical zine to allow my consumer to take a break from the constant consuming and digital age. TWO|SEVEN|TWO|ZERO allows my consumer to take the time away from reality but learn something as well; we are the generation in control of the planets future and need to be educated on what is going on around us.
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THE PROBLEM. The focus of the zine is on water, drawing close attention to the pollution and consumption of the fast fashion industry; from the acid and chemical pollution due to garment factories, to dried out earth from extensive cotton farming. The research that inspired this topic was the Stacey Dooley Investigates: Fashions Dirty Secrets documentary. The facts and visualisations of how fast fashion has had an impact on the world is eye opening, in particular the story about the Aral Sea. Due to the shrinkage of the Aral Sea due to it being the main water source for a cotton farm, the weather was effected and it was revealed that you can see it’s sand storms from space and only naturally this then effected the locals health. They lost their jobs as fisherman and other jobs that this sea bought to them and in consequence were dying of poverty related diseases. The way this story was told and the way that it made you feel as the audience is the way I want my consumer to feel when reading my zine. It was a completely honest documentary that didn’t try and cover the reality up but instead exposed it, in attempt to inform and educate. To evoke change, it needs to come from us, the consumer.
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More initial research that influenced my concept is the fact that 2720 litres of water is used to make one single t-shirt. This information came from research into fashion revolution during the early stages of research into fast fashion; this is a very important part of my concept as it is carried throughout. Polls were carried out during the research journey and 88% of people didn’t know this fact yet, 93% would make small changes in their everyday life to help make an overall change. It is evident that if people were aware of the effects then they would do something to help and that is why TWO|SEVEN|TWO|ZERO focuses to inform my consumer, in hope that they will change their consumption habits. The figure 2720 is carried throughout the branding of the project, the title, the pricing and the number of product available to purchase; the aim is to nail this fact in the audiences head so that they remember it when shopping. 2720 is a staggering amount of water for the process to make a single t-shirt and deserves more attention upon the matter as it is clearly a big problem within the industry that gets looked over.
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THE INFLUENCE. Jean-Michel Basquiat emerged from the “Punk” scene in New York as a gritty, street-smart graffiti artist who inspired the shape and texture creation of my zines art direction. In art and graphic design work texture is something that isn’t necessarily experimented with much in the designs that usually catch the attention of many however, the texture of his work sometimes makes it difficult to see all the elements to his work and that is something that is very admirable, as it allows his audience to create concepts and shapes for themselves, whilst trying to figure out what it is. The process of trying to work out what something is, is a big part of my concept as I want the escape from the digital world to be a creative one where the mind can run freely.
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THE INFLUENCE. When researching into texture within nature artist and photographer, Edward Burtynsky whose photographic depictions of global industrial landscapes are unique and breath-taking. The most interesting thing about his work is that it is ambiguous on first sight and the mind wanders as to what it is; when you are told what it is via the caption then it is visible as to what it is and this is what inspired the concept for TWO|SEVEN|TWO|ZERO. The visuals in the zine resemble patterns that leave the mind to wander for escapism but also to inform; accompanied by the story the images become clear and you consider the damages done to the worlds water sources.
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THE COLOUR. Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity and generates muscle energy. Bright, pure yellow is an attention getter, which is the reason taxicabs are painted this colour. When overused, yellow may have a disturbing effect; it is known that babies cry more in yellow rooms. Yellow is seen before other colours when placed against black; this combination is often used to issue a warning. Blue is considered beneficial to the mind and body. It slows human metabolism and produces a calming effect. Blue is strongly associated with tranquillity and calmness. These colours along with black and white create the colour palette for TWO|SEVEN|TWO|ZERO to signify warning through the black and yellow and the blue is to represent the water but is also a shade of blue directly inverted of my shade of yellow. This colour palette works because there is tones of warmth and tranquillity but when paired together with black have a darker meaning.
TWO | SEVEN | TWO | ZERO. My creative concept for Harvey Nichols is a zine called TWO|SEVEN|TWO|ZERO, which would take place of their in house publication for the month of March. It experiments with contorted imagery that represents the damage that has been caused to water sources around the world and it will contain stories of those who fall victim to impacts of fast fashion and do not have a voice in our western culture. The main purpose of this concept is to inform what our fashion industry is doing to the planet and attempt to influence my consumer to take action and alter their shopping habits by opening their eyes to what is going on in the world around us. Each zine is individually branded with a unique number from 1 to 2720 and this is to represent how many litres of water is used to make a single t-shirt. Alongside the zine there will be other pieces of merchandise such as post cards, t-shirts, water bottles and tote bags each embellished with imagery from TWO|SEVEN|TWO|ZERO and their unique branding number. The zine will be presented in a tote bag for a total price of £27.20, including a postcard, as a small bundle; more post cards will be produced because this is the product that most consumers would be likely to buy because it is more affordable for all ages. However there will only be 2720 of the T-shirts and water bottles, like the zine and once they’re gone, they’re gone; this is to signify the earth’s water. Another advantage of having a limited amount of products is that it is introducing Harvey Nichols to drop culture, which is a growing shopping trend amongst youth culture today and my zine will attract this consumer because it’s unique and visually interesting. It was made evident that there is a gap in the market for more youthful luxury department stores and my concept will appeal to this consumer and begin to push Harvey Nichols into the more youthful sector of the industry.
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THE IMAGERY. The imagery in TWO|SEVEN|TWO|ZERO plays around with visual contortion, texture and layering to question its reader about what the subject actually is; each pattern’s identity is revealed through the accompanied story on the following page. This is to allow the consumers imagination to flow, whilst trying to guess what each drawing is. Each person will see something different, interpreting the colours and shapes in different ways. Each image is inspired by a story of affected water sources such as pollution and over consumption and how this can effect people and is not just a skin deep problem and actually people are being put in danger in working conditions and with their health.
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THE STORY. The stories that inspired each image are based on real scenarios and written to tell the story of someone who doesn’t have a voice in our western culture. The aim of the story is to give my consumer context behind the image but to also to inform them of the effects of fast fashion on water pollution and over consumption. The zine talks about the women who make our clothes but are often the victims of the repercussions of fast fashion in terms of their health, livelihood and working conditions. The zine also focuses on the pollution of water sources and how it effects locals health and isn’t just a pollution problem. Plastic pollution has taken over the industry in terms of where to focus the energy of tackling the problem, whereas water has taken the back seat but is a huge problem in the fashion industry. This concept for Harvey Nichols highlights this problem and attempts to inform a new consumer to influence them to alter their buying habits.
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THE PROMOTION. The Harvey Nichols ‘drop’ will commence on 22nd March 2019 where the zine and the other merchandise will be sold on the fifth floor. They will simply be sold in store to get people in to Harvey Nichols and act as self-promotion for them in terms of business and a potential new consumer for them. To create hype for the lead up to the ‘drop’ of the zine, a week before it is sold in store, black cabs, buildings and buses will be wrapped in prints from the zine the only text that will be on display will be “Harvey Nichols 22|03|18”. As the project is mostly visual, to tease consumers with the prints before the drop, would spark intrigue and question what it is and want to look at it. An example of this is Burberry. Burberry re-branded in September 2018 and collaborated with graphic designer Peter Saville to create their new identity; they wrapped buildings, buses, cabs and even giant teddy bears in the monogram and proved very successful for doing it. This is the project that inspired the idea to wrap cabs and buses in the prints from TWO|SEVEN|TWO|ZERO; Burberry’s focus of the re-brand was the new image and that is the focus here as well. Harvey Nichols are going to be associated with this newer and younger approach to identity and marketing.
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THE MONOGRAM. Burberry’s re-brand came shortly after the takeover of new creative director, Riccardo Tisci; he collaborated with well-known British graphic designer, Peter Saville and the project took place over a short four week period. The design takes inspiration from archived drawings and displays the initials of and celebrates its founder, Thomas Burberry. The last re-brand was in 1999 after Fabien Baron dropped the ‘S’ and Burberrys became just Burberry. The new creative vision of Tisci has seen a lot of engagement through all platforms, mostly Instagram as the announcement of the new identity for the brand was released through the power of Instagram; displaying the email conversation between Tisci and Saville to mark the start of the collaboration, along with the branded buildings, bears and cabs. The new identity took form in a giant Burberry bear, placed in iconic locations such as London’s Marble Arch, New York’s Astor Place and Shanghai’s Xintiandi Taiping Lake. Following that buildings, cabs, trams and even beach umbrellas were wrapped in the print to celebrate the first re-brand for Burberry in over 20 years. The engagement to the ‘campaign’ has been deemed as exceptional judging from the initial response from influencers, press, buyers and customers. The fashion house stated that “the brand repositioning is underway, with strong initial response … energised by the early results”.
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THE DROP DATE. The zine will go on sale in Harvey Nichols on 22nd March, world water day. World water day focuses on the importance of water and faces the challenges we have on floods, droughts and pollution in the 21st century. Today 2.1 billion live without water safe enough to drink, effectively taking toll on their health and education. The week before the Harvey Nichols ‘drop’ of TWO|SEVEN|TWO|ZERO, starting 15th March, the cabs and buses will be wrapped in the prints and go about their business in London. This will spark intrigue and make the consumer wonder what is going on at Harvey Nichols on the 22nd. The advantage of using this technique of marketing is that people of all ages, genders and ethnicities will come across the cabs or buses at some point during the week, therefore reaching a consumer market that isn’t being targeted, but still getting Harvey Nichols the visibility they need. “Wherever you are March 22, make it
and whatever about nature
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you do on and water.”
THE FIFTH FLOOR. TWO|SEVEN|TWO|ZERO will be sold on the fifth floor of the Harvey Nichols Knightsbridge store, next to the bar where coffee is served for its customers. This is the perfect spot to sell the zine because drinking a coffee and reading a book/magazine/zine is very popular amongst youth culture; selling the zine next to where they could buy a coffee, means they can tuck into it straight away. Not only this but this would benefit the sales of the bar as well.
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THE NEW CONSUMER. Harvey Nichols current consumer is one that would also benefit from this zine because it isn’t just a product for a youthful consumer. However, the consumer that will be targeted is the hypebeast community, which would be a new consumer group for Harvey Nichols. Hypebeasts shop depending on how hyped something is through the use of drops; drop culture is a growing trend within the fashion industry and it attracts a youth audience because of the limited number of products as it adds exclusivity to them. As there will only be 2720 zines produced and sold, this introduces Harvey Nichols to drop culture and therefore a new consumer group. The advantage of this new consumer group is longer brand loyalty for Harvey Nichols but also directly targeting the future generation of the planet and who better to inform about the damage, than the generation that can fix it.
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DROP CULTURE. Fashion retailing is something that needs to be experimented with to keep the consumer intrigued and engaged. Drop culture is something that is new and exciting and makes people want to buy because of the fear of missing out; it makes something unique and exclusive and makes you want to buy it for that reason. The basic idea is to create a sense of urgency and the illusion of scarcity among consumers. Supreme and Palace are iconic brands that are best known for it’s hyped drops, they have collaborated with fashion houses such as Louis Vuitton as they embrace this new shopping trend to reach more youthful consumers. This is essential to gain a more youthful consumer because they seek new trends and ‘hyped’ products and with the limited number of zines, it will be exclusive to the 2720 people at that is what will make it attractive to them.
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THE FUTURE. For the future of TWO|SEVEN|TWO|ZERO there will exclusive copies that will remain in the Harvey Nichols Knightsbridge store. When walking around the store, books were laid out on tables and stools on all floors and this is where my zine would dot around the store for consumers to pick up and leisurely read. In terms of the future of the publication, more issues will be released with focuses on other issues within the fast fashion industry such as fabric waste or plastic pollution.
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DROP CONCLUSION. CULTURE. TWO|SEVEN|TWO|ZERO looks to inform and influence a whole cultural buying generation to change the way they indulge into their fashion habits. It focuses on water pollution and over consumption to highlight the major problem the fashion industry causes as it gets looked over. A collaboration with Harvey Nichols aims to create a sustainable reputation and unique selling point for themselves but also a creditable name attached to the zine. My graphic design skill set has come into play for the branding, promotions and overall art direction for this project in hope for this identity to be continued in the future, covering different aspects of fast fashion issues such as textile waste. TWO|SEVEN|TWO|ZERO is the start of a new, more sustainable reputation for Harvey Nichols.
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FACT AND STATS REFERENCES The Client Page ? https://www.harveynichols.com/news/features/the-harvey-nichols-story/ (4|12|18) The Present Page ? https://www.drapersonline.com/news/harvey-nichols-to-rebrand-as-holly-nichols/7031973.article (1|12|18) The Advertising Page ? https://your-commute.london.gov.uk/ (5|12|18) The Campaign Page ? https://www.campaignlive.co.uk/article/harvey-nichols-daylight-robbery-ddbuk/1075564 (5|12|18) The Escape Page ? https://www.bustle.com/p/escapist-fiction-is-exactly-what-you-need-sometimes-youshouldnt-feel-bad-for-reading-it-8092788 (2|12|18) The Colour Page ? http://www.color-wheel-pro.com/color-meaning.html (2|12|18) The Monogram Page ? https://www.wgsn.com/news/burberry-energised-by-re-brand-feedback-as-tiscistouch-gets-exceptional-rating/ https://www.burberryplc.com/en/company/discover-our-new-monogram.html (3|12|18) The Drop Date Page ? http://worldwaterday.org/ (3|12|18) 51
IMAGE REFERENCES The Client Page ? http://parallel-welten.info/live/suggestions/harvey-nichols-uk/ (4|12|18) The Present Page ? https://www.harveynichols.com/news/features/say-hello-holly-nichols/ (1|12|18) The Advertising Page ? https://commons.wikimedia.org/wiki/File:Harvey_Nichols_advert_1.jpg (5|12|18) The Influence Page ? https://theartstack.com/artist/jean-michel-basquiat/exu (5|12|18) The Influence Page ? https://www.edwardburtynsky.com/projects/photographs/water (5|12|18) The Story Page ? https://www.greenpeace.org/international/press-release/17739/greenpeace-report-clothing-industry-shows-progress-in-cutting-hazardous-chemicals/ (1|12|18) The Monogram Page ? https://www.burberryplc.com/en/company/discover-our-new-monogram.html (2|12|18) The New Consumer Page ? https://fashionista.com/2017/11/fashion-drop-trend-retail-strategy-2017 (4|12|18) Drop Culture Page ? https://hypebeast.com/2018/11/supreme-most-powerful-logo-fashion-2018-report (2|12|18) 52
1 | 2720