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MARKETING REPORT FASHION
PRODUCT
DEVELOPMENT
WWW.ALICEEMILYDAY.TUMBLR.COM
ALICE EMILY DAY
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CONTENTS 2 AIMS AND OBJECTIVES
4 COMPETITOR ANALYSIS - ANOTHER ESCAPE
5
SWOT ANALYSIS - ANOTHER ESCAPE
8 COMPETITOR ANALYSIS - CEREAL
10 SWOT ANALYSIS - CEREAL
11
MARKET RESEARCH - BRAND POSITIONING MAP
13
MARKET RESEARCH - LS:N GLOBAL - TRIBES THE NORTH FACE PURPLE LABEL
15 MAGAZINE BRANDING
17 CONSUMER PROFILE
19 CONSUMER PEN PORTRAIT CONSUMER IMAGE BOARD
21 MOOD BOARDS
22 MAGAZINE MANIFESTO
23
SWOT ANALYSIS - COMPASS
25
BRAND ANALYSIS - THE 4 P’S
27 BRAND ANALYSIS - BRAND ONION=
29
BRAND ANALYSIS - PEST ANALYSIS
31 ROGERS’ DIFFUSION OF INNOVATIONS
32 CONCLUSION
33 PROMOTIONAL PLAN
34 CONCLUSION
35 BIBLIOGRAPHY
36 FIGURES
37 APPENDICES
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The aim and objective for this unit is to create a lifestyle publication which fills a gap in the market. The report will identify the gap in the market by thoroughly researching its competitors and then using different strategies to create a brand which is suitable for the consumer.
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2
COMPETITOR ANALYSIS ANOTHER ESCAPE
3
fig 3
By researching into existing lifestyle magazines it is easy to recognise where they succeedandwhatcanbelearnt from them, but also where they don’t. What they don’t do is more important, as this is where there is a gap in the market for a new publication. There only seems to be two successful lifestyle/travel publications on the market, which have a clean and modern aesthetic. The first is Another Escape, which is “an outdoor lifestyle
publication that explores the stories of passionate people and the motivations behind their inspirational lifestyles”1. Each issue has a strong narrative throughout and storytelling is key, for example, photo stories or interesting articles, which all link together with the same theme. The main theme of Another Escape and its unique selling point, is outdoor culture and creating a sustainable lifestyle. In recent years, travel and outdoor activities such as kayaking, mountain climbing, etc. have become 1Anotherescape(nodate)Availableat:
http://anotherescape.com/#/intro(Accessed:17 November2015).
extremely popular as people crave an escape from their city lives. Sustainability and helping the environment are also very “on trend”, as cause related marketing shows that when the consumer feels like they are making a difference it gives them more of an incentive to buy. It is clear from figure 4, that Another Escape’s main weakness is that its core consumer is so narrow, because they have aimed it very specifically at men with a large disposable income. Another weakness, is that Another Escape does not have a wide range of content. If they were to expand their
content, for example, food or fashion articles, the publication would appeal to a wider range of people. It is also clear from figure 4, that Another Escape’s main strength is how strong their message of ‘outdoor culture and sustainable living’ is throughout the publication. Both the imagery and articles reflect this (fig. 3, appendix 1), and it is continued through into their website (appendix 2).
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ANOTHER ESCAPE SWOT ANALYSIS
fig 4
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t r ength s
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-Has a very specific core consumer, someone in their late 20’s or older, who is looking for an escape and loves the outdoors and travelling, which means they can create content specifically for this person which they will enjoy. -Very clear message and a continuous theme throughout the publication of an outdoor lifestyle and sustainability. -Clean, simple aesthetic which gives the publication a modern look which sets it apart from other travel publications. -Powerful imagery. -Website is easy to navigate and has strong graphics and layout. -They focus on the environment and sustainability which is not only a positive thing for a company to do, but is very “on trend”. -Travelisextremelypopularatthemoment. -Largenumberofstockistsallovertheworld. -Printed on high quality eco paper with vegetable inks making it better for the environment.
O
p p ortu nities
-Can expand their content to appeal to a wider range of people, for example, recipes or stories on sustainable fashion brands. -More research into another consumer possibly from a younger generation to make the publication more appealing to others therefore expanding its target market and selling more copies. -They can expand their stockists to be available to more people around the world. -New and cheaper places to print with just as high quality paper and vegetable inks. -Rise of social marketing means more opportunities to promote magazine.
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e akn e sse s
T
-Aimed at a very specific consumer, someone in their late 20’s or older who enjoys an outdoor lifestyle. Because they aim it at a very specific person it decreases the amount of magazines that will sell. -Not a very wide range of content, for example, there are no food articles or fashion, it is all about travel and the outdoors. -You need a large disposable income to be able to visit the places in the magazine. Unrealistic for most people. -Printed by a local printer using high quality paper and vegetable inks which makes the printing expensive. -The magazine costs £10 to buy which a lot of people will not spend.
hre ats -As travel is becoming more and more popular, more travel magazines will be made. -As they have such a small target consumer, they may lose out to publications which appeal to a wider range of people. -Publications with a cheaper price point may sell better. -They use a local printer so if they go out of business, who will they use? Will their prices go up? -There becomes a new craze and people become less interested in travel. -Distributors stop selling the magazine due to financial reasons or the magazine isn’t selling well.
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6
COMPETITOR ANALYSIS CEREAL
7
fig 6
The next publication which showcases lifestyle and travel in a modern way is Cereal. Cereal is the most well-known magazine out of the two, and is stocked all over the world in popular book store and shops. It is published twice a year and is divided into city specific chapters.
Each chapter contains interesting articles on people, places and products and is combined with powerful photography. They also have style features on fashion and interiors. From figure 6 and 8, it is clear that Cereal’s aesthetic is its biggest strength, as they have an extremely modern, editorial style. This is also what makes the publication look of such a high quality. Similarly to Another Escape, Cereal’s main weakness, which can be seen in figure 8, is that its
content is very specific to a consumer with a large disposable income. This is where there is a gap in the market, and by creating a publication with a wide range of nonage or gender specific content, which appeals to people with a small or large disposable income will help fill it..
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CEREAL SWOT ANALYSIS
fig 8
S O
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e akne sse s
-Only published twice a year so they have more time to create interesting content and make the magazine look perfect and it means they spend less money creating regular publications. -Verystrongaestheticwithacleanminimalist style which is very modern and current. -Has a broad target market meaning their publication could appeal to a wide range of people and they’ll sell more. -Travel is very popular at the moment. -Printedonhighqualitypapertoahighstandard. -Beautiful imagery and small amount of writing so it isn’t overwhelming. -Website has a strong aesthetic which is cohesive with the publication. -Website is user friendly. -They post different and interesting things on their website, such as “city guides”, where people from each city find interesting and unique places to visit.
p p ortu nities -Opportunity to expand their content to appeal to a wider range of people. -Opportunity to find a cheaper printer which prints at the same high quality. -Opportunity to start distributing around the world to expand their consumer base. -Rise of social marketing means they can promote themselves more easily. -Start photographing less expensive places to visit that is more realistic to people with a smaller disposable income.
-Only published twice a year so readership could lose interest or forget about it. -Content is very specific, travel and style. E x p e n s i v e printing costs. -Not a lot of writing so some readers may find this off putting. -Magazine is expensive to buy. -Most of the places they visit are unrealistic to people with a small disposable income.
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hre ats -Changes in the market mean that their printer has to raise their prices. -New competition enters market as travel is extremely popular at the moment. -Problems with distributors means they sell less copies and lose money. -Publications with a smaller price point may sell better. -Changes in trends mean travel becomes less popular and people are less interested in the magazine.
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POSITIONING MAP As the aim and objective of this project is to fill a gap in the market, the next step is to create a positioning map. According to Harriet Posner in her book ‘Marketing
Fashion’, “When working on a positioning strategy it is helpful to create a positioning map. This can be used to pinpoint the desired position for a brand and give a visual overview of this position relative to that of competitor brands within a market”1 1 Posner, H. (2011) Marketing fashion. London:LaurenceKingPub.
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From figure 9, it is clear where there is a gap in the market for a lifestyle magazine which is aimed at a wide range of people, focussing on attitudes rather than age or gender, which features a wide range of content. It also shows that there is a gap for a magazine sold at a lower price point, as not only is the competition expensive to purchase, they only feature products or places to visit for a consumer who has a large disposable income. In appendix 3, you can see from the consumer
research survey that they are not willing to spend any more than £10 on a high quality publication. Although lowering the price is not a sustainable way to differentiate from the competition as they can always lower theirs and it becomes impossible to make a profit, it could be beneficial for a new magazine. As a start-up
company who has not yet built a good reputation, it will encourage more consumers to buy it over the competition as a lot of consumers are motivated to purchase due to price.
fig 9
HIGH VARIATION OF CONTENT G A P I N T HE MARKET CEREAL
TIDAL KINFOLK DESILLUSION
SOFFA
COOLER
LOW PRICE £0
ANOTHER ESCAPE
HIGH PRICE £20
LOW VARIATION OF CONTENT
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MARKET RESEARCH From researching into tribes on LS:N Global, it became clear that there is already a huge market in Japan for outdoor culture which is becoming more and more fashionable. The tribe ‘Yama Girls’, evidenced in appendix 4, is defined as Japanese women seeking a spiritual escape from their daily city lives, and are climbing mountains and having adventures. As this has become such a huge trend in Japan,
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companies such as ‘The North Face’, have taken advantage of this and opened up a store specifically for women. The North face have also created their Purple Label, which is described as “Stylish, yet functional”. It combines the practical technology of The North Face’s usual designs, but with fashionable patterns and colours, evidenced in figure 10. The Purple Label is only sold
in Japan as this is where the market it is for wearing outdoor clothing in a fashionable way, but in recent years, this trend has spread to the west and is becoming more popular in countries such as England. By exploring this trend and featuring functional outdoor clothing in a fashionable way it will differentiate the publication from its competitors whilst exploring a new market.
fig 10
THE
NORTH
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PURPLE
LABEL
14
BRANDING
fig 11
The name Compass was chosen for this magazine as it has connotations with travel and exploration which are two of the main themes. The logo was created to also link to these themes but also to represent a compass. Creating a brand identity is key as the buyer is motivated to purchase when the brand identity and consumer profile are both very similar. As Compass is being created for people who live an outdoor lifestyle and enjoy exploration, the logo and branding should represent this. It is also a simple design which is both contemporary and easily recognisable.
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fig 12
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COMPASS CONSUMER PROFILE
STYLE
FASHION
laidback
the north face patagonia carhartt functional outdoor fashionable casual unisex
practical effortless clean simple
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INTERESTS
NEW MEDIA instagram youtube vimeo twitter
food art and illustration music outdoor activities mountain climbing surfing skating nature the environment photography film
fig 13
CHARACTER adventurous young spirited mindful creative free positive
TECH apple sony
DESIRES travelling beach forest mountains following aspirations to create to have adventures and explore to live a more sustainable lifestyle
LIFESTYLE looking for an escape independent coffee shops independent food stands busy life craves the outdoors active spur of the moment
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CONSUMER PROFILE Compass’s core consumer is not defined by age or gender, but instead an attitude to life. They are adventurous and creative with a young spirit. They seek an escape from their daily lives through either adventures into the outdoors or sitting down with a coffee and a magazine. They wish to be inspired to follow their aspirations and wish to lead a more sustainable lifestyle. They are mindful individuals who have a laidback approach to life and take each day as it comes.
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fig 14
20
21
COMPASS MOOD BOARDS
fig 15
MAGAZINE MANIFESTO
”C O M P A S S is
an outdoor lifestyle publication aimed at inspiring it’s readers to explore, create, and pursue their passions. We feature a wide range of content aimed at promoting sustainable living and a mindful, forward thinking mindset”
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COMPASS SWOT ANALYSIS
S
t r e ngths
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-Compass’stargetmarketisnotageorgender specific and -instead aims at the consumer’s attitude to life, which means a broader consumerbaseanditwillappealtomorepeople. -Features more than just travel, so if the travel market diminishes it will not affect the sales of the magazine. -Wide range of content, from travel to food, which will appeal to a wide range of people. -Helps people to live a more sustainable lifestyle. -Is printed on eco-friendly paper with vegetable inks. -Strong aesthetic with a contemporary editorial style. -Strong USP. -Showing outdoor clothing brands in a fashionable way.
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e akn e sse s -Customer base not yet established as it is a start-up company. -Has not built a good reputation with the consumer yet. -Eco-friendly paper and vegetable inks make it expensive to print. -Lack of business or marketing experience. -Cash flow or financing problems as there are no investors. -Small team behind the magazine meaning which could lead to difficulty producing content as team is overstretched. -There is no website which means consumers may have difficulty finding out about the publication.
fig 16
O
p portu nities -Potential to build a good reputation. -Potentialtobuildastrongcustomerbase. -Potential to find a cheaper printer which is still of a high quality. -Potential to be available all over the country from different distributors and online. -Potential to borrow money or find an investor. -Potential to expand the team and have more people volunteering on the magazine to improve content. -Potential to create a website which is easy to use. -Rise of social marketing – opportunity to raise awareness and promote products. -New supply sources become available. -Government trade incentives.
T
hre ats
-New competitors enter market. -Changes in printing costs. -Changes in eco laws means paper is no longer ecofriendly and vegetable inks could be harmful. -Rise in online publications. -Changes in economy mean the consumer can no longer afford to buy magazines. -Changes in import or export laws that affect pricing or supply sources. -Change to exchange rates or interest rates.
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COMPASS BRAND ANALYSIS Product
Compass has been created to fill a gap in the market which other lifestyle/ travel magazines do not. The wide range of content featuring beautiful imagery and interesting articles helps to create the perfect escape from daily life, but also to inspire them to follow their aspirations. There are useful and easy tips for living a more sustainable lifestyle. The aesthetic is clean and minimalistic which makes it more contemporary.
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Price
High quality magazines are expensive to manufacture, especially as Compass uses eco-friendly paper and vegetable inks. The final cost is estimated to be between ÂŁ515, as according to my consumer research survey (appendix 3), this is the highest price they are willing to pay on a high quality publication.
Place
Compass will be sold online (where it will be available to be shipped worldwide) whilst a customer base is being built. During this time, there will be contact with small distributors across the UK, in independent coffee shops, clothing and book stores. By selling Compass in stores with a good reputation, it will reflect on the magazine, and will build a more loyal following.
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Promotion
Compass will not be promoted in a bold or flashy way, but instead, by building a positive reputation through being associated with reliable coffee shops and clothing stores. Once this positive reputation has been built, the customer base will grow as the magazine becomes more available. Promotion will also be done through guerrilla marketing, a low cost and effective
way of promoting something, for example, through social media. Instagram is a perfect way of showcasing the beautiful imagery featured in the magazine, and a great way of creatingafollowing (appendix 5). Also by creating a website for the publication, it will give the customer an example of what they will be buying, and they will be more inclined to purchase.
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COMPASS BRAND ANALYSIS
fig 18
UNIQUE
US RO TU
TI
VI
T
UL
YS WA ORE M
INTERESTING MIXTURE OF CONTENT
27
I
HF
N
UT
INTERESTING TO READ AND BEAUTIFUL TO LOOK AT
AN ESCAPE FROM DAILY LIFE
Q AZ U AN ING E D TH PLAC IN ES GS T TO O E CR XPL EA OR TE E
G E E AT IN BL OR OM NA RP BEC TAI CO S IN SU OF
YO
EXPLORE C R E A T E INSPIRE
U
SUSTAINABILITY AND THE ENVIRONMENT
AM
MINIMALIST
MAD
E
EN
EA
INSPIRING READER TO FOLLOW THEIR ASPIRATIONS
NG ATI CRE RY GE ON IMA UL US TIF INSPIRING FOC BEAU Y
MINDFULNESS
CR
US PA ING PE R AN ECO D IN FRIE AD K ND LY V
INTERESTING AND ARTICLES
According to Harriet Posner’s ‘Marketing Fashion’, a br and onion is an effective and populardeviceforshowingaconciseoverview of a brand’s identity. From appendix 6, we can see a brand onion diagram and how it is used to represent the layers of a brand from its essence, values and personality traitsthatdi fferentiatethebrandfromits competitors.
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COMPASS BRAND ANALYSIS
AccordingtoJacksonandShawin ‘MasteringFashionMarketing’,a PEST analysis is the essential foundationofallgoodmarketing plans, strategies and tactics. It ensures that the company or individualisawareofallofthe different factors happening in theworldwhichcouldaffectthem.
PEST ANALYSIS
Political Factors
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-Spending review impacts British society and politicsforyearstocome. -ISIS terrorist attacks mean borders could shut and people are unable to travel. Will affect people’s lives in many ways and will affect the sales of lifestyle magazines. -EU referendum may make it harder to distribute outside of the UK. -Changes in environmental laws meaning the paper/ inks used are no longer eco-friendly.
fig 19
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Economic Factors
-Printing costs rise/fall making it more expensive/ cheaper to produce. -Eco-friendly paper and ink costs rise/fall. -Interest rates remain low in the UK. -ISIS attacks a f f e c t i n g the economy. -Europe recession could be permanent meaning people will have less of a disposable income to buy magazines and travel. -Change in exchange rates making it more difficult to distribute w o r l d w i d e . -Bad weather meaning the consumer cannot get out of the house to purchase magazine.
Social Factors
-Changes in trends meaning themes in the magazine are no longer up to date, for example, outdoor culture. -New films and books being released meaning the consumer is spending their disposable income elsewhere. -Close to Christmas meaning the consumer will have less money to spend. -Growth of population meaning more consumers to buy magazine. -Changes in consumer attitudes meaning magazine is no longer appropriate for them. -Changes in the environment and global warmingmeantheconsumer favours companies which are eco-friendly and help them live a more sustainable lifestyle.
TechnologicalFactors
-New technologies mean the consumer no longerhasaninterest in purchasing m a g a z i n e s . -Consumers start reading things online rather than buying printed magazines. -New technology – handbag that tells you not to spend money could affect people’s buying habits. -Rise in social media makes it easier to promote a brand for free and build a following. -The internet makes it easier to distribute products worldwide. -Provides the consumer with easier payment options, for example, PayPal.
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ROGERS’ DIFFUSION OF INNOVATIONS The way in which an innovation is taken up by consumers and moves through a population can be explained by Everett Rogers’ diffusion theory, in Mastering Fashion Marketing by Tim Jackson and David Shaw. Rogers identified 5 types of people who adopt innovations differently. Innovators - A small percentage of adventurous people who create or adopt trends straight away. Designers would fall into this catagory, along with those who instigate street trends or subcultures. Early Adopters - People who take up trends in the early stages and make it their own. They are cultural opinion leaders. Early Majority - Represents the main bulk of people who adopt a trend. This group is likely to take up a trend after they have seen in worn by others or in magazines. Late Majority - Those who buy into a trend after it has already been established and has reached its peak. Laggards - Those people who dont take fashion risks and are the last people to catch on to a trend when it is already too late. The consumer group who will be reading Compass will be between the early adopters to the early majority as they are adventurous and young spirited. It will be the early adopters who help Compass build a good reputation through Instagram and once this has been built the early majority will start to follow the trend.
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fig 20
COMPASS
INNOVATORS 2.5%
EARLY ADOPTERS 13.5%
X
EARLY MAJORITY 34%
LATE MAJORITY 34%
LAGGARDS 16%
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PROMOTIONAL PLAN
How will you get the concept out there? Compass will mainly be promoted through social media, for example, Instagram (appendix 5). Posting beautiful images not only gives the consumer an example of the publication, but will help build a good reputation for the brand. Once this reputation has been built it will lead on to creating a website where the consumer can be updated with regular posts and can purchase the magazine online. How will your branding/aesthetics align with the target market? The aesthetics and branding will combine outdoor culture with a contemporary editorial aesthetic. From the consumer research survey, it is evidenced in appendix 7 that the consumer prefers a simple, minimalist aesthetic which has been created. What is next for Compass? Whilst continuing to promote the brand through Instagram (appendix 5), a website will be created where the consumer can see regular posts with short films and articles. During this time, content for the first print issue will be created and it aims to be printed and available to buy by Spring 2016. It will available online only to begin with, and will then expand and be distributed across the UK.
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CONCLUSION
To conclude, the objective of this project was to create a lifestyle publication which fills a gap in the market. Compass has achieved this by first, thoroughly researching into competitors and identifying the gap in the market, and secondly, by creating a brand which promotes outdoor culture and sustainable living in a contemporary way. Compass’s unique selling point, and what helps it fill the gap in the market, is that it is aimed at a consumer with a young spirit, rather than focusing on age/gender. This broad target market is what inspires Compass to feature such a wide range of content, focusing around the words “Explore, Create, Inspire�. All of these factors come together to help Compass to differentiate from its competitors and fill the gap in the market. As this is a research project for Compass magazine, the next step is to start creating the first issue to be printed and distributed. Over the next 5 months, Compass will begin creating content and expanding its online presence and following, and by Spring 2016 the first issue of Compass magazine will be printed and available to purchase. The research and branding in this project will go towards creating a high quality publication which fills a gap in the market and appeals to the target market.
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BIBLIOGRAPHY Another escape (no date) Available at: http://anotherescape.com/ (Accessed: 19 November 2015). Cereal – travel & style magazine (no date) Available at: http://readcereal. com/ (Accessed: 19 November 2015). Cooler | surf, snow, street & style (2015) Available at: http:// coolerlifestyle.com/#pL1rB1XvRbsPmj9l.97 (Accessed: 24 November 2015). Day, A. (no date) @compass_magazine • Instagram photos and videos. Available at: https://www.instagram.com/compass_magazine/ (Accessed: 19 November 2015). Desillusion (2015) Available at: http://www.desillusion-mag.com/ (Accessed: 24 November 2015). Ellerby, J. and Hughes, F. (no date) Yama girls. Available at: https://www. lsnglobal.com/tribes/article/3975/yama-girls-1 (Accessed: 19 November 2015). Golden, T. and Abraham, J. (no date) Tidal. Available at: http://www. tidalmagazine.org/ (Accessed: 24 November 2015). Leach, A. (2015) THE NORTH FACE PURPLE LABEL interview. Available at: http://www.highsnobiety.com/2015/09/10/the-north-face-purple-labelinterview-nanamica/ (Accessed: 19 November 2015). Lemola, H. (2015) THE NORTH FACE PURPLE LABEL 2015 fall/Winter Lookbook. Available at: http://hypebeast.com/2015/8/the-north-face-purple-label2015-fall-winter-lookbook (Accessed: 19 November 2015). Pinterest (no date) Available at: https://www.pinterest.com/aliceemilyday/ (Accessed: 19 November 2015). Posner, H. (2011) Marketing fashion. London: Laurence King Pub. SOFFA (2015) Available at: http://www.soffamag.com/ (Accessed: 24 November 2015). Shaw, D. and Jackson, T. (2007) Mastering fashion marketing. New York: Palgrave Macmillan. SmartSurvey (no date) Available at: https://app.smartsurvey.co.uk/ (Accessed: 19 November 2015). Williams, N. (2014) Kinfolk magazine. Available at: http://www.kinfolk. com/ (Accessed: 24 November 2015). Citations, Quotes & Annotations Another escape (no date) Available at: http://anotherescape.com/ (Accessed: 19 November 2015). (Another escape, no date) Cereal – travel & style magazine (no date) Available at: http://readcereal. com/ (Accessed: 19 November 2015). (Cereal – travel & style magazine, no date) Cooler | surf, snow, street & style (2015) Available at: http:// coolerlifestyle.com/#pL1rB1XvRbsPmj9l.97 (Accessed: 24 November 2015). (Cooler | surf, snow, street & style, 2015) Day, A. (no date) @compass_magazine • Instagram photos and videos. Available at: https://www.instagram.com/compass_magazine/ (Accessed: 19 November 2015). (Day, no date) Desillusion (2015) Available at: http://www.desillusion-mag.com/ (Accessed: 24 November 2015). (Desillusion, 2015) Ellerby, J. and Hughes, F. (no date) Yama girls. Available at: https://www. lsnglobal.com/tribes/article/3975/yama-girls-1 (Accessed: 19 November 2015). (Ellerby and Hughes, no date) Golden, T. and Abraham, J. (no date) Tidal. Available at: http://www. tidalmagazine.org/ (Accessed: 24 November 2015). (Golden and Abraham, no date) Leach, A. (2015) THE NORTH FACE PURPLE LABEL interview. Available at: http://www.highsnobiety.com/2015/09/10/the-north-face-purple-labelinterview-nanamica/ (Accessed: 19 November 2015). (Leach, 2015) Lemola, H. (2015) THE NORTH FACE PURPLE LABEL 2015 fall/Winter Lookbook. Available at: http://hypebeast.com/2015/8/the-north-face-purple-label2015-fall-winter-lookbook (Accessed: 19 November 2015). (Lemola, 2015) Pinterest (no date) Available at: https://www.pinterest.com/aliceemilyday/ (Accessed: 19 November 2015). (Pinterest, no date) Posner, H. (2011) Marketing fashion. London: Laurence King Pub. (Posner, 2011, pp. 51 – 53) SOFFA (2015) Available at: http://www.soffamag.com/ (Accessed: 24 November 2015). (SOFFA, 2015) Shaw, D. and Jackson, T. (2007) Mastering fashion marketing. New York: Palgrave Macmillan. (Shaw and Jackson, 2007) SmartSurvey (no date) Available at: https://app.smartsurvey.co.uk/ (Accessed: 19 November 2015). (SmartSurvey, no date) Williams, N. (2014) Kinfolk magazine. Available at: http://www.kinfolk. com/ (Accessed: 24 November 2015). (Williams, 2014)
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FIGURES FIGURE 1 - Cribbs, A. (2015) (OWN IMAGE) Studland Beach [Photography]. FIGURE 2 - Cribbs, A. (2015) (OWN IMAGE) Studland Beach [Photography]. FIGURE 3 - Taylor, R. M. and Daunton, J. (eds.) (2014) Another Escape Volume 3. Bristol. FIGURE 4 - Day, A. Another Escape SWOT analysis (OWN IMAGE). FIGURE 5 - Cribbs, A. (2015) (OWN IMAGE) Studland Beach [Photography]. FIGURE 6 - Park, R. (ed.) (2012) Cereal Magazine Volume 1. Bath. FIGURE 7 - Cribbs, A. (2015) (OWN IMAGE) Studland Beach [Photography]. FIGURE 8 - Day, A. Cereal SWOT analysis (OWN IMAGE). FIGURE 9 - Day, A. Brand Positioning Map (OWN IMAGE). FIGURE 10 - Lemola, H. (2015) THE NORTH FACE PURPLE LABEL 2015 fall/ Winter Lookbook. Available at: http:// hypebeast.com/2015/8/the-north-facepurple-label-2015-fall-winter-lookbook (Accessed: 19 November 2015). FIGURE 11 - Day, A. (2015) Compass Logo (OWN IMAGE) [Illustrator]. FIGURE 12 - Cribbs, A. (2015) (OWN IMAGE) Studland Beach [Photography]. FIGURE 13 - Sortvaerk (2015) [analogue photography]. Available at: http://sortvaerk.tumblr.com/ post/131037264108/cinque-terre (Accessed: 19 November 2015). Attic treasures (2015) Available at: https://www.pinterest.com/ pin/384213411939715841/ (Accessed: 19 November 2015). Realquiet (no date) Available at: http://realquiet.tumblr.com/ post/52878259200 (Accessed: 19 November 2015). Up-the-wolves (2013) Available at: http://up-the-wolves.tumblr.com/ post/67026586467 (Accessed: 19 November 2015). Patagonia (2011) Patagonia Annual Report Available at: http:// coffeeinthemountains.tumblr.com/ post/49662657673 (Accessed: 19 November 2015). Pujol, L. (2014) Highenoughtoseethesea: Danilo Couto photo: Laurent Pujol - A well traveled woman [photography]. Available at: http://www.bloglovin.com/blogs/a-welltraveled-woman-2611380?post=2393676837 &blog=2611380&frame_type=b&viewer=true (Accessed: 19 November 2015). Byrne, S. J. (2014) Hiroshi-nakanishi [photography]. Available at: http:// hiroshi-nakanishi.tumblr.com/ post/85740884346/10bullets-new-foresthampshire-england-by (Accessed: 19 November 2015). FIGURE 14 - Patagonia (2011) Patagonia Annual Report Available at: http:// coffeeinthemountains.tumblr.com/ post/49662657673 (Accessed: 19 November 2015). Wierzbicka, A. (2015) leaf linework Available at: http:// iloveillustration.blogspot.com.au/ (Accessed: 19 November 2015). Kayak (2015) Available at: https://www.pinterest.com/ pin/384213411939715814/ (Accessed: 19
November 2015). Zielecki, C. (2015) Black sand Available at: https://www.flickr.com/ photos/zanthia/3892484840 (Accessed: 19 November 2015). Murray, R. J. (no date) Durdle Door Available at: http:// rebekahjmurrayblog.com/eleanor-kevinengagement-portrait-bournemouthengland/ (Accessed: 19 November 2015). Realquiet (no date) Available at: http://realquiet.tumblr.com/ post/52878259200 (Accessed: 19 November 2015). Montoya, R. (2014) Rocio montoya [collage]. Available at: https:// www.bloglovin.com/blogs/i-need-aguide-732997/rocio-montoya-3222924697 (Accessed: 19 November 2015). Poole, M. (no date) Food Photography Available at: http://www. martinpoolephotography.com/ (Accessed: 19 November 2015). PUBLICATION MOOD BOARD (2015) Available at: https://www.pinterest. com/pin/384213411939715912/ (Accessed: 19 November 2015). Skelley, J. (no date) 40 beautiful places in New Zealand that are just asking to be Instagrammed Available at: http://www.buzzfeed.com/ jemimaskelley/amazing-places-in-newzealand (Accessed: 19 November 2015). Maillot, M. du (2015) Sundance beach | bikinis & Boardshorts Available at: https://www.pinterest.com/ pin/384213411939715655/ (Accessed: 19 November 2015). Landscape (2015) Available at: https://www.pinterest.com/ pin/384213411939715834/ (Accessed: 19 November 2015). Segarra, J. (2015) Recipe: Vanilla Cinnamon iced coffee Available at: http://www.dixiecrystals.com/recipes/ category/beverages-cocktails/VanillaCinnamon-Iced-Coffee (Accessed: 19 November 2015). 8 things you can do when you need to travel but have no money (2015) Available at: https://www.pinterest. com/pin/384213411939715792/ (Accessed: 19 November 2015). Up-the-wolves (2013) Available at: http://up-the-wolves.tumblr.com/ post/67026586467 (Accessed: 19 November 2015). PUBLICATION MOOD BOARD (2015) Available at: https://www.pinterest. com/pin/384213411939715712/ (Accessed: 19 November 2015). FIGURE 15 - Day, A. Moodboards (OWN IMAGE). FIGURE 16 - Day, A. Compass SWOT Analysis (OWN IMAGE). FIGURE 17 - Cribbs, A. (2015) (OWN IMAGE) Studland Beach [Photography]. FIGURE 18 - Day, A. Compass Brand Onion (OWN IMAGE). FIGURE 19 - A, Cribbs. (2015) Avocado on Toast (OWN IMAGE) [Photography]. FIGURE 20 - Day, A. (2015) Rogers Diffusion of Innovations Graph (OWN IMAGE) . FIGURE 21 - Cribbs, A. (2015) (OWN IMAGE) Studland Beach [Photography].
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APPENDIX 1
APPENDIX 5
APPENDIX 2
APPENDIX 3
APPENDIX 6 APPENDIX 4
APPENDIX 7
APPENDICES APPENDIX 1 - Another escape Volume 3 (2014) Available at: http://anotherescape. com/volumes/volume-3 (Accessed: 19 November 2015). APPENDIX 2 - Another Escape Website (no date) Available at: http://anotherescape. com/ (Accessed: 19 November 2015). APPENDIX 3 - Day, A. (2015) Compass Magazine Instagram. Available at: https:// www.instagram.com/compass_magazine/ (Accessed: 19 November 2015). APPENDIX 4 - Ellerby, J. and Hughes, F. (2011) Yama girls. Available at: https:// www.lsnglobal.com/tribes/article/3975/ yama-girls-1 (Accessed: 19 November 2015). APPENDIX 5 - Day, A. (2015) Compass Magazine Instagram. Available at: https:// www.instagram.com/compass_magazine/ (Accessed: 19 November 2015). APPENDIX 6 - Posner, H. (2011) Marketing fashion - Brand Onion. London: Laurence King Pub. APPENDIX 7 - Day, A. (2015) Consumer Research Survey - Aesthetic. Available at: https://app.smartsurvey.co.uk/survey/ results/id/196359 (Accessed: 19 November 2015).
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