The Fifth Emporium by Alice Hoar

Brand Launch & Promotion

Contents Introduction 4 Consumer Insight 6 Marketing Timeline 8 Initial Marketing 8 Digital & Online Content Social Media Platforms 10 Video Advertising 12 Sampling 14 Pre Launch Press Event Press Event & PR Celebrity Endorsements Launch Event 20 Location & Catering Further Advertising and Consumer Engagement Entertainment & Activities The Store 30 Store Design and Layout In-Store Experience Post Launch Marketing 34 Print Advertisement 36 Video Advertisement 38 Future Growth and Marketing Opportunities List of References List of Illustrations Bibliography

Introduction The Fifth Emporium is a niche perfumery focused on giving a unique and bespoke experience to our consumer. We sell collectable and personalised fragrances to young girls aged between 14 and 18, who have not yet found their signature scent. Our aim is to produce something new for the teen market, which currently has lacks products made specifically for teens; as our research found “an estimated £784 million is spent on beauty products by or for teens but only a tiny proportion of beauty products are specifically for teens” (Mintel, 2009) and “today’s teenagers have a keen sense of self and there is a very real need for products that are relevant to teens” (Mintel, 2009), showing a real gap in the market. Our fragrance range consists of five distinct fragrances, all individually differentiated by a sector of fragrance; these are floral, fruity, musk, citrus and fresh. Each of our fragrances are also explained and advertised alongside one of five ‘personalities’ that we believe our consumers can relate to; these are Shabby Chic, Eclectic Modern, Hollywood Glamour, Retro Cool and California Minimal. The brand will open with a stand-alone store in South London, and the products will only be available in store and online via the brand’s website. The personalisation process of our products will only be available in-store; the online store will only sell gift sets of products and the individual fragrances with standard and impersonal packaging. We feel that offering a personalised service will be our unique selling point (USP) up against our competitors; we also believe it will help us to build a strong consumer basis as “78% of consumers feel that brands who create unique and personalised content are more interested in building a relationship with them” (Hanley-Wood Business Media, 2013). Within our bespoke service we allow the customer to follow a set of ‘steps’ around the store in order to create their chosen product. The customer will begin their experience by selecting their favourite scent from our range of five fragrances; they can then design a label by selecting frame designs, colours and fonts using our design app on in-store iPads. The customer will be asked to select a letter that will be placed on the label; this could be the initial of their first name or any other letter of their choice. Over time we hope to encourage our consumers to collect our personalised products in order to display words and names on their vanity tables at home. Our bespoke service is lead by in-store fragrance experts who guide our consumers through the process and help to educate them on our products, as well as on fragrance as a whole; this will help to make the experience informative and educational as well as fun.

[Fig. 1]

Consumer Insight To choose the right marketing strategies for the brand I have first looked at customer segmentation in order to clearly define our consumer and how to engage them. Through primary and secondary research, we have managed to clearly understand our consumers via questionnaire results and writing a consumer pen portrait. On the left I have visually displayed our consumer in a segmentation variables analysis table, following a segmentation variable model (Posner, H, 2011, p106). The table highlights some important areas to consider when deciding how to target our consumer; for example, our consumers are the millennial generation and “93% [of the millennial generation] are avid Internet users” (Parker, S. n/a), so therefore our best route of marketing and consumer engagement is via online platforms and social media. Our consumer is also willing to indulge in luxury items despite their lack of funds; a 2013 Melty-group study found that “83 percent of 1830 year olds aren’t opposed to purchasing a luxury product” (Ray, J. 2014). Therefore, in order to encourage our consumer to engage with our brand and purchase our products, I believe we need to make our brand appear as a high luxury, niche brand, despite its more affordable price tags.

[Fig. 2]

[Fig. 3]

Marketing Timeline 3 - 6 Months

Press Launch Event

Digital & Social Media Launch

Store Opening

Official Launch Event

1 - 3 Months

Future Growth & Marketing Opportunities

Print Advertisement Release

TV/Video Advertisement

6 - 12 Months

Initial Marketing 10

Digital & Online Content Prior to the official launch, The Fifth Emporium will attempt to create a snowball effect, as explained in TMW’s “26 Launch Strategies”, resulting in viral success for the brand. This will be initiated by the launch of the brand website; the site will explain the brand essence, values and personality. The website will also contain initial taster video adverts in order to allude towards the brand personality and our products. However, at this stage very little information about the product will be available in order to create suspense, as the sales will not begin until the day of the main launch event and store opening. This will leave the consumers guessing and wondering what the products might be like, and conversing on social media in discussions initiated by the brand. Launching the brand in this way will help to make our consumers feel as though they are part of the process of launching the brand.

[Fig. 4]

Alongside the launch of the website, the brand’s blog will launch so that consumers can track advert releases, reviews, events and the marketing process of The Fifth Emporium. I think that having a full-time blogger for the brand is essential, as this is a huge area of growth and potential, and one that many companies and businesses have not yet considered. 2013 statistics showed that “even though 62% of marketers blog or plan to blog in 2013, only 9% of us marketing companies employ a full-time blogger” (State of Inbound Marketing Report, 2013).

[Fig. 5]

Social Media Platforms As well as a blog, we will also create our own social media accounts on Facebook, Twitter and Instagram. This will help to offer several different platforms on which our consumers can follow the brand, keep up to date with the launch and participate in creating user generated content. Recent statistics show that “Facebook is now unarguably ‘mainstream’” (Social Media Today, 2014) and that “it’s no longer “cool” for the younger generation” (Social Media Today, 2014) showing that this may be a less effective communication channel for our younger target market of 14-18 year olds. Current figures for Facebook show that their “largest demographic remains at 25 – 34 years olds” (SocialBakers, 2014), an older age group than the one we aim to communicate and engage with. In December last year the number of Facebook users in the UK dropped by 600,000 (SocialBakers, 2014), showing a massive decrease in the sites popularity; however, Facebook remains to be “the single largest concentration of consumers on any social media platform” (Social Media Today, 2014) and therefore we still intend to have a Facebook page for the brand. We believe our most effective social media communication channel will be through Instagram. Instagram remains one of the fasting growing social media platforms, having had “an increase of 15% [global users] in just two months” in late 2013 (Social Media Today, 2014). We also wish to use Pinterest, as this is currently one of the fastest growing platforms our there; it has grown from 200,000 users in late 2011 to a more recent total of over 2 million users in July of 2013 (Social Media Today, 2014). The explosion of digital communication and marketing has resulted in ‘a more demanding consumer and greater levels of competition” (Moore, G. 2012, p15); therefore, creating multiple communication channels to the consumer, especially social media platforms with two-way communication between the brand and consumer, is vital to the brand. Being able to directly converse with the consumer in this way shows that it is still possible to “create a strong, focused brand that appeals to the modern consumer” (Moore, G. 2012, p15).

[Fig. 6]

Video Advertising The video teaser advertisements will be stop motion videos containing images from our print advertisement. They will be released on the brands social media sites; they will therefore be 6 seconds for Vine or 15 seconds for Instagram. By launching these videos on social media, we hope that we can spread brand awareness via our consumers ‘sharing’ content on their own social media profiles. Consumers who love our brand and our products are likely to engage with and share our posts; the New York Times Insights Group found that “49% [of study participants] say sharing allows them to inform others of products they care about and potentially change opinions or encourage action” (NYT Insight Study, 2011). These advertisement videos will also be posted on the brand website. [Fig. 7]

Sampling During the build up to the official launch event, we will send out samples of our products to start creating a buzz about our brand and products. We would use companies with the same target market such as Miss GlossyBox, a sister product to the already well-established GlossyBox, a monthly beauty box. Alongside this we will send samples to highly acclaimed vloggers and bloggers who are popular amongst our target market, such as Zoella and Tanya Burr. This follows one TMW’s “26 Launch Strategies” (TMW, n/a) called ‘sampling’, some of it’s benefits include the ability to place your product straight in the consumers hands, as well as creating the ability to trial the product. We can also run a competition asking our consumers to create their own ‘what’s on your vanity table’ images in order to win free samples of our fragrances. I believe this will be a really effective way to both create user generated content and also trail our products; Paul Theroux, president and chairman of the Promotion Marketing Association (PMA) states “if you have a quality product, the most impactful tactic to generate trial and gain new users is to give a free sample” (Sales Marketing Network, n/a). A competition will also be a great way to spread word about the launch event as prizes could include free entry tickets. User generate content is also vital to the brand as it is a great way to directly engage with consumers. A 2011 survey found that “women produce 60% off all user-generated content” (Bazaarvoice, 2011); for this reason, I believe that the majority of our consumers would be willing to participate in digital and online brand activity, as our target consumer is female.

[Fig. 8]

PRE LAUNCH PRESS EVENT 20

Press Event & PR The Fifth Emporium pre-launch event will take place in our stand-alone South London store. The initial ‘Press Launch’ will happen on the night before the official store opening and launch event; this will be invitational only and the guests will consist of Press, Bloggers, and selected media attention relevant to the brand and consumer. However, overall the brand’s press will be handled by an in-house PR team, as this will help us to control press and keep up our image of a niche brand. Celebrities and Special Guests of the main launch day will also be invited to the Press Launch event. This evening event will consist of a store layout preview, fragrance testing, information and talks from fragrance experts, and trails of the in-store personalisation process. Bloggers on the guest list would include YouTube Vloggers such as Zoella and Tanya Burr, who would be invited along to review our brand and products directly to an audience of our target consumers. This will help to encourage consumer interaction and sales as “45% say they are influenced a fair amount or a great deal by reviews on social sites from people they follow” (Harris Poll, 2010). The brand would also run a competition for young aspiring bloggers, aged between 14 and 18, to enter a typed blog post or recorded vlog about ‘what they love about fragrance’; the winners will be invited to the press launch and asked to write a taster review of our brand and products. As a 2013 research survey found, “71% of people read consumer reviews before making a purchase” (Bazaarvoice, 2013) and in 2012 it was found that “the average consumer today checks 10.4 information sources before buying” (Bazaarvoice, 2012); for these reasons I believe it would be essential that the brands starts off with a good set of reviews to generate consumer interest. I believe that using bloggers of a similar age as well as highly acclaimed and successful bloggers, such as Zoella, will also benefit the brand’s initial sales because their opinion will be seen as both valid and trusted. Online reviews could also help to increase the viral buzz around the brand as “7 in 10 who read reviews share them with friends, family & colleagues thus amplifying their impact” (Deloitte & Touche, 2007) and as a result this can spread and build trust in the brand, as “90% of online consumers trust recommendations from people they know” (Qualman, E., 2009).

[Fig. 9]

Celebrity Endorsement Candy Kittens, a fashionable confectionery brand owned by Jamie Laing, a popular reality T.V.. star, will cater food at this event. Laing will also be invited along to both events in order to promote the brand through their websiteâ&#x20AC;&#x2122;s blog, as well as on Jamie Laingâ&#x20AC;&#x2122;s own social media outlets. This would be a celebrity endorsement that will help to raise brand awareness on a viral level through social media such as Twitter, Instagram and YouTube. The Candy Kittens brand would also help to attract a wider consumer base as they already have a solid following of consumers within the same target market of 16-24 year olds (Get Me Media, 2013). [Fig. 10]

lAUNCH EVENT 26

Location & Catering The Fifth Emporium’s official launch event will take place in south London, close to the store but in a separate, larger location. An ideal location would be the Bargehouse, a huge warehouse space in OXO Tower Warf with 5 floors and a total capacity of 450 people (South Bank London, n/a); it is a great blank canvas space, with the opportunity to create several floors of separate activities or entertainment. Another brilliant location would be OXO2, a south bank event space with a contemporary style that is, although slightly smaller, more in line with the style of the brand. The capacity of OXO2 is 400 people (South Bank London, n/a). This will be an open event for both press and consumers, although you will have to pre-purchase entry tickets via the brand website as numbers will be limited. A competition run by the brand prior to the event will offer the opportunity to win free entry tickets. As part of the event there will be meet and greets with celebrity guests such as Jamie Laing; who will be part of the event alongside his brand, Candy Kittens, which will be catering food and selling their own products from a stand within the event. Other outside caterers will also be at the event providing fun ‘street style’ food and drinks.

[Fig. 11]

Further Advertising & Consumer Engagement On the day of the event, a series of 5 print advertisements will be released and placed in 5 locations within London. Each will be displayed in a different way; one on a billboard, one on a London cab, one on a bus, one in a tube station and one at a bus stop. These adverts will feature just one of the five fragrances in our range; it will be an interactive experience, advertised initially on our blog and website, that will encourage our consumers to search through London to find all 5 fragrances. Participants will be able to scan and ‘collect’ the fragrances via our mobile app; collecting all five will lead to receiving a ‘virtual goody bag’ containing gift vouchers and discount codes for our products and other associated brands such as Candy Kittens. Within the goody bag there will also be the opportunity to win one of 5 remaining free entry tickets to the main launch event. For those already attending the launch event will also be able to retrieve vouchers and gift codes for food and drink at the event as well as discount codes for the brand. This interactive experience follows one of TMW’s “26 Launch Strategies” (TMW, n/a) entitled ‘riddles’, explained as creating “an elaborate and immersive experience across a range of platforms where the public have to solve clues to reveal product or win prizes” (TMW, n/a). One of the main benefits will be playing to digital strengths, an area that is important when engaging with our consumers. Overall, I believe this will be a great way to engage the consumer and demonstrate the playfulness of the brand.

[Fig. 12]

Entertainment & Interactive Content At the main event there will be plenty of entertainment and activities on offer. Live music will be on at various points through out the day from bands and artists that are popular with our consumers; for example, 5 Seconds of Summer and other up and coming pop artists. We also aim to heavily incorporate the digital world of the brand into the launch event, so all live music at the event will be streamed on the brand website. Throughout the day there will be opportunities for guests to participate with the brand online and digitally; for example, guests will be encouraged to ‘check in’ to the event via social media and there will be ‘photo sets’ advertised as ‘Insta Opportunities’, setup for guests to take pictures with friends and post them via sites such as Instagram. Interactive content will also be used alongside brand specific areas of the event; for example, guests taking part in fragrance testing at our product stands will have the opportunity to scan the stand in order to unlock content via the brand’s mobile app. Each of the stands will unlock different questionnaires and surveys either about the day and their experiences, the products, their engagement activities or the brand as a whole; by answering these the guests will be rewarded with ‘store credit points’ that equal money discounted from their first purchase from The Fifth Emporium. This will be a great way to trial products against consumer opinions, as well as generating brand-specific statistics.

[Fig. 13]

THE STORE 34

Store Details & Design The Fifth Emporium will open as a stand-alone store, located in South London. Being an independent retailer, and not allowing the product to be sold by any other retailer, will enforce the brand values of offering a niche and bespoke service. This is important, as being a niche brand is an important part of our unique selling point (USP) against the mainstream, high street retailers that we compete against. As a 2007 British Retail Consortium survey found “a growing proportion of UK consumers who preferred not to shop in high-street multiple retailers” (Posner, H. 2011, p114); being an independent retailer could therefore appeal to current retail trends, providing an experience that is in line with the modern consumer’s needs. Mary Portas, a UK retail expert and consultant, states, “independent retailers offer a personal service and cultural understanding of the local market” (Posner, H. 2011, p115); showing that this type of retail is best for offering a bespoke service. The store layout will be based around the five ‘personalities’ that sit alongside our fragrances; there will be five different vanity tables set out to match each personality as representations of each fragrance. On the left is a moodboard representing design ideas for the store.

[Fig. 14]

In-Store Experience The in-store experience is designed to be informative and fun. At each counter there will be a fragrance expert to help you select your scent and talk you through each fragrance, guiding you through the personalisation process; and iPads that you can use to go through the label design process, as shown on the left. There will be a large ‘vanity table’ at the back of the shop where you receive your final product and pay. Behind this there will be a large mirror on the wall; however, this will not just be a mirror, it will act as a screen that will display a live feed of consumer generated content from social media platforms such as Facebook, Twitter and Instagram. This feed will update every time someone ‘checks in’ to the store via social media, or someone tags the brand in a post. I think that this will be a great way of bringing the online world of the brand into the store and merging the two areas. [Fig. 15]

POST LAUNCH Marketing 40

Print Advertisement After the official launch event and store opening, the print magazine advert will be released within magazines such as Company, Look and Teen Vogue. I feel that Company will be a great place to advertise, as it is a British magazine with a readership of over 450,000, of which 69% female (ABC, 2013). Teen Vogue is also ideal because they have an even larger readership of 3,437,000, 909,630 of which are subscriptions; Teen Vogue also has a larger readership of woman at 93% (Conde Nast, 2014). The magazine advertisement will be a series of 5 images representing each fragrance and it’s personality in a ‘what’s on my vanity table’ style image, inspired by whatsinmyhandbag.com.

[Fig. 16]

Within the first 6 months we will announce a competition. This competition will ask consumers to create a photo of their own vanity table as a display of their own personality; these must contain one of our fragrances as customised by them. These will be entered via social media using the hashtag ‘#FifthEmporiumCompUK’ and the winner will have their image included in the next print advertisement for The Fifth Emporium. This is not only a great way to create consumer generate content and a buzz around the brand, but also a method that has the potential to be repeated annually to constantly involve the consumer in the brand. This will be advertised across all the brands social media platforms, as well as via the brand website and blog. It will also feature in press releases within magazines such as Teen Vogue and Company.

[Fig. 17]

Video Advertisement Within the first 9 months we would also release a TV style advert for YouTube. This will be very similar to the initial stop motion videos but will be a longer video incorporating all the fragrances and their â&#x20AC;&#x2DC;personalitiesâ&#x20AC;&#x2122;. A video advertisement would be a great way to reinforce the brand image and products to the consumer, bringing it to the forefront of their minds. Within primary research I found that 100% of respondents aged 12-18 watch videos on YouTube, showing that this could be a hugely effective communication channel for the brand.

Future Growth & Marketing Opportunities There are several other future growth and marketing opportunities for the brand, which could include the release of a new fragrance and personality; this would be a great way to initiate more marketing opportunities for the brand and a wider advertising campaign. Opening a second store is also an option for the brand; as this could help the brand reach a wider audience. Expanding internationally could also be beneficial to The Fifth Emporium, as the brand may already have an international following via social media. Opening more stores also allows for more launch events. [Fig. 18]

List of References ABC. (2013). Company Magazine Vital Statistics. Available: http://www.hearst.co.uk/Company/5-magazine.htm. Last

RAY, J. (2014). The Good News and Bad News: Millennials and Luxury. Available: http://millennialmarketing.

accessed 29th May 2014.

com/2014/05/the-good-news-and-bad-news-millennials-and-luxury/. Last accessed 2nd Jun 2014.

BAZAARVOICE. (2011). Social Commerce Statistics. Available: http://www.bazaarvoice.com/research-and-insight/

Sales Marketing Network. (n/a). Effective Sampling Strategies. Available: http://www.info-now.com/ima/article26.

social-commerce-statistics/#The%20gender%20gap. Last accessed 27th May 2014.

Last accessed 31st May 2014.

BAZAARVOICE. (2013). Social Commerce Statistics. Available: http://www.bazaarvoice.com/research-and-insight/

SOCIALBAKERS. (2014). Facebook UK loses 600,000 users in December. Available: http://www.theguardian.com/

social-commerce-statistics/#How%20brands%20use%20social. Last accessed 27th May 2014.

technology/2013/jan/14/facebook-loses-uk-users-december. Last accessed 30th May 2014.

CONDE NAST. (2014). Circulation Demographics. Available: http://www.condenast.com/brands/teen-vogue/media-

SOCIALBAKERS. (2014). UK Facebook Statistics 2014. Available: http://socialmediatoday.com/kate-rose-

kit/print. Last accessed 29th May 2014.

mcgrory/2040906/uk-social-media-statistics-2014. Last accessed 30th May 2014.

DELOITTE & TOUCHE. (2007). 12 Statistics On Consumer Reviews. Available: http://www.searchenginepeople.com/

SOCIAL MEDIA TODAY. (2014). UK Facebook Statistics 2014. Available: http://socialmediatoday.com/kate-rose-

blog/12-statistics-on-consumer-reviews.html#ixzz32xIT4OSN. Last accessed 27th May 2014.

mcgrory/2040906/uk-social-media-statistics-2014. Last accessed 30th May 2014.

GET ME MEDIA. (2013). CASE STUDY: Total Students assist Candy Kittensâ&#x20AC;&#x2122; brand exposure. Available: http://www.

South Bank London. (n/a). Bargehouse. Available: http://southbanklondon.com/2/Bargehouse/225. Last accessed

getmemedia.com/ideas/total-students-assist-candy-kittens-nationwide-brand-exposure/total-students-limited.html.

2nd Jun 2014.

Last accessed 1st Jun 2014. South Bank London. (n/a). OXO2. Available: http://southbanklondon.com/2/OXO2/237. Last accessed 2nd Jun 2014. Hanley-Wood Business Media. (2013). What the Share a Coke campaign can teach other brands. Available: http://

State of Inbound Marketing Report. (2013). 10 SURPRISING SOCIAL MEDIA STATISTICS THAT WILL MAKE YOU RETHINK

www.theguardian.com/media-network/media-network-blog/2013/jul/24/share-coke-teach-brands. Last accessed

YOUR SOCIAL STRATEGY. Available: http://www.fastcompany.com/3021749/work-smart/10-surprising-social-media-

29th May 2014.

statistics-that-will-make-you-rethink-your-social-stra. Last accessed 31st May 2014.

HARRIS POLL. (2010). 12 Statistics On Consumer Reviews. Available: http://www.searchenginepeople.com/blog/12-

TMW. (n/a). 26 Product Launch Strategies. Available: http://www.slideshare.net/Ifonlyblog/26-product-launch-

statistics-on-consumer-reviews.html#ixzz32xIT4OSN. Last accessed 27th May 2014.

strategies. Last accessed 30th May 2014.

MINTEL. (2009). Smells like teen spirit: deodorant and fragrances clean up. Available: http://www.mintel.com/presscentre/beauty-and-personal-care/smells-like-teen-spirit-deodorant-and-fragrances-clean-up. Last accessed 28th May 2014 MOORE, G (2012). Basics Fashion Management: Fashion Promotion 02: Fashion Promotion. UK: Fairchild Books. p15. NYT Insight Study. (2011). The Psychology of Sharing. Available: http://nytmarketing.whsites.net/mediakit/pos/. Last accessed 31st May 2014. PARKER, S. (n/a). The Millennial Generation: How to Effectively Target This Preoccupied Audience. Available: http:// www.askingsmarterquestions.com/the-millennial-generation-how-to-effectively-target-this-preoccupied-audience/. Last accessed 2nd Jun 2014. POSNER, H (2011). Marketing Fashion (Portfolio). UK: Laurence King Publishing Ltd. p106, p114-115. QUALMAN, E. (2009). 12 Statistics On Consumer Reviews. Available: http://www.searchenginepeople.com/blog/12statistics-on-consumer-reviews.html#ixzz32xIT4OSN. Last accessed 27th May 2014.

List of Illustrations

Bibliography ABC. (2013). Company Magazine Vital Statistics. Available: http://www.hearst.co.uk/Company/5-magazine.htm. Last accessed 29th May 2014.

Figure 1. Brand Logo, Bottle and Label Designs. p4. ADLER, E. (2014). Social Media Engagement: The Surprising Facts About How Much Time People Spend On The Major Figure 2. Consumer Segmentation Variables Tables. p6.

Social Networks. Available: http://www.businessinsider.com/social-media-engagement-statistics-2013-12. Last accessed 31st May 2014.

Figure 3. ‘The Fifth Emporium’ Consumer Segmentation Table. p6. BAZAARVOICE. (2011). Social Commerce Statistics. Available: http://www.bazaarvoice.com/research-and-insight/ Figure 4. ‘The Fifth Emporium’ Website Mock-Up. p12.

social-commerce-statistics/#The%20gender%20gap. Last accessed 27th May 2014.

Figure 5. ‘The Fifth Emporium’ Blog Mock-Up. p12.

BAZAARVOICE. (2013). Social Commerce Statistics. Available: http://www.bazaarvoice.com/research-and-insight/ social-commerce-statistics/#How%20brands%20use%20social. Last accessed 27th May 2014.

Figure 6. Social Media Moodboard. p14. Chartered Institute of Public Relations. (n/a). About PR. Available: http://www.cipr.co.uk/content/about-us/about-pr. Figure 7. Video Storyboard. p16.

Last accessed 2nd Jun 2014.

Figure 8. Sampling Moodboard. p18.

CONDE NAST. (2014). Circulation Demographics. Available: http://www.condenast.com/brands/teen-vogue/mediakit/print. Last accessed 29th May 2014.

Figure 9. Press Event Moodboard. p22. COOPER, B B. (2013). 10 SURPRISING SOCIAL MEDIA STATISTICS THAT WILL MAKE YOU RETHINK YOUR SOCIAL Figure 10. Celebrity Endorsement Moodboard. p24.

STRATEGY. Available: http://www.fastcompany.com/3021749/work-smart/10-surprising-social-media-statistics-thatwill-make-you-rethink-your-social-stra. Last accessed 31st May 2014.

Figure 11. Location and Catering Moodboard. p28. DELOITTE & TOUCHE. (2007). 12 Statistics On Consumer Reviews. Available: http://www.searchenginepeople.com/ Figure 12. London Marketing Location Mock-Ups. p30.

blog/12-statistics-on-consumer-reviews.html#ixzz32xIT4OSN. Last accessed 27th May 2014.

Figure 13. Launch Entertainment Moodboard. p32.

GET ME MEDIA. (2013). CASE STUDY: Total Students assist Candy Kittens’ brand exposure. Available: http://www. getmemedia.com/ideas/total-students-assist-candy-kittens-nationwide-brand-exposure/total-students-limited.html.

Figure 14. Store Design Moodboard. p36.

Last accessed 1st Jun 2014.s

Figure 15. iPad Software Mock-Ups. p38.

Hanley-Wood Business Media. (2013). What the Share a Coke campaign can teach other brands. Available: http:// www.theguardian.com/media-network/media-network-blog/2013/jul/24/share-coke-teach-brands. Last accessed

Figure 16. Magazine Advert Mock-Up. p42.

29th May 2014.

Figure 17. Magazine Examples. p42.

HARRIS POLL. (2010). 12 Statistics On Consumer Reviews. Available: http://www.searchenginepeople.com/blog/12statistics-on-consumer-reviews.html#ixzz32xIT4OSN. Last accessed 27th May 2014.

Figure 18. Future Growth Moodboard. p44. HART, J (1999). The Art of the Storyboard: Storyboarding for Film, TV, and Animation. UK: Focal Press. KEMP, S. (2014). Social, Digital & Mobile Worldwide in 2014. Available: http://wearesocial.net/blog/2014/01/socialdigital-mobile-worldwide-2014/. Last accessed 2nd Jun 2014.

LEACH, R (2012). The Fashion Resource Book: Research for Design. London: Thames & Hudson.

TMW. (n/a). 26 Product Launch Strategies. Available: http://www.slideshare.net/Ifonlyblog/26-product-launchstrategies. Last accessed 30th May 2014.

TOTH, M (2003). Fashion Icon: The Power and Influence of Graphic Design. USA: Rockport Publishers, Inc.

2014.

WHELAN, J. (n/a). TARGET: MILLENNIALS. Available: http://brandedcontent.adage.com/cableguide2013/article. php?id=355. Last accessed 1st Jun 2014.

MOORE, G (2012). Basics Fashion Management: Fashion Promotion 02: Fashion Promotion. UK: Fairchild Books. NYT Insight Study. (2011). The Psychology of Sharing. Available: http://nytmarketing.whsites.net/mediakit/pos/. Last accessed 31st May 2014. PARKER, S. (n/a). The Millennial Generation: How to Effectively Target This Preoccupied Audience. Available: http:// www.askingsmarterquestions.com/the-millennial-generation-how-to-effectively-target-this-preoccupied-audience/. Last accessed 2nd Jun 2014. POSNER, H (2011). Marketing Fashion (Portfolio). UK: Laurence King Publishing Ltd. QUALMAN, E. (2009). 12 Statistics On Consumer Reviews. Available: http://www.searchenginepeople.com/blog/12statistics-on-consumer-reviews.html#ixzz32xIT4OSN. Last accessed 27th May 2014. RAY, J. (2014). The Good News and Bad News: Millennials and Luxury. Available: http://millennialmarketing. com/2014/05/the-good-news-and-bad-news-millennials-and-luxury/. Last accessed 2nd Jun 2014.s Sales Marketing Network. (n/a). Effective Sampling Strategies. Available: http://www.info-now.com/ima/article26. Last accessed 31st May 2014. SOCIALBAKERS. (2014). Facebook UK loses 600,000 users in December. Available: http://www.theguardian.com/ technology/2013/jan/14/facebook-loses-uk-users-december. Last accessed 30th May 2014. SOCIALBAKERS. (2014). UK Facebook Statistics 2014. Available: http://socialmediatoday.com/kate-rosemcgrory/2040906/uk-social-media-statistics-2014. Last accessed 30th May 2014. SOCIAL MEDIA TODAY. (2014). UK Facebook Statistics 2014. Available: http://socialmediatoday.com/kate-rosemcgrory/2040906/uk-social-media-statistics-2014. Last accessed 30th May 2014. South Bank London. (n/a). Bargehouse. Available: http://southbanklondon.com/2/Bargehouse/225. Last accessed 2nd Jun 2014. South Bank London. (n/a). OXO2. Available: http://southbanklondon.com/2/OXO2/237. Last accessed 2nd Jun 2014. State of Inbound Marketing Report. (2013). 10 SURPRISING SOCIAL MEDIA STATISTICS THAT WILL MAKE YOU RETHINK YOUR SOCIAL STRATEGY. Available: http://www.fastcompany.com/3021749/work-smart/10-surprising-social-mediastatistics-that-will-make-you-rethink-your-social-stra. Last accessed 31st May 2014.

Appendix

Group Questionnaire Examples:

Pen Portrait:

Group Questionnaire Results:

Individual Survey Monkey Questionnaire Results:

Word Count: 3293 54

Alice Hoar N0501533 56