Illustrated Marketing report - Collab

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COLLAB

ILLUSTRATED MARKETING REPORT Alice Mary Warner - 1209037

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2


Executive Summary

5

Introduction

7 11

25

43

57

-Pricing policy and pricing architecture -Price band charts to show entry and exit level price points

Place

-Distribution strategy -Omni-channel retailing

Persuasion

103

111

Conclusion

115

Image Referencing

117

Bibliography 63

99

-Estimated retail sales, stock investment costs and intake margin -Launch marketing costs -Capital investment required -Projected profit/loss

SWOT Analysis

-Product Overview -CAD Range Plan -Sourcing Strategy -Sustainability / ethical manufacturing policy

Price

81

Launch Marketing Plan

-People -Demographics -Spendig Power -Marketing Typologies

Product

Promotion

-Branding -Experiential retailing -Integrated Marketing Strategy

-Company Overview -New Product -USP -Ansoff Matrix

The Marketing Mix

69

-Price / style matrix -Competitor evaluation

Appendices

131 135

CONTENTS

The Proposal

Position

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EXECUTIVE SUMMARY

The childrenswear market is continuously growing, the parents and children care more about how they are dressed and are starting to prioritise how fashionable it is over comfort, durability and quality. However, price is important, which is proven by supermarket brands such as George at Asda being the preferred place to purchase kidswear. Primark is also very popular within the youth market. The need for reasonable prices becomes a problem when the children and teens want to shop at ‘adult’ clothing stores such as Topshop - the price points are simply too high. Through talking directly to 10-16 year old girls, it quickly became evident that fashion is important to them, the majority of their money goes towards expanding their wardrobes and very few companies are tapping into this market and providing them with what they want. So what is this? Simply fashionable clothes, at suitable prices and made to fit their age and body shape. When developing a new brand catering to a new market, it is important to take into consideration how they spend their time, live their lives, what matters to them. We now have the first generation that hasn’t known a time without the internet (Generation D) - a factor that has completely moulded their lives. For generation D, shopping is a social experience. They go with friends, try on clothes together, post selfies to their social media and tweet about what they're doing. It is key to understand this and provide the ultimate social experience for them when visiting the store. Be it through large changing rooms with seating, iPads on which they can tweet, have free wifi etc. Although this generation still choose to shop in store, they will often check a brands website first. So, although a transactional website may not be necessary for this demographic, some form of site is. www.collabuk.com will be a fashion and lifestyle blog that will be almost as important as the shop itself. You will find everything from food, travel, beauty, music, film to of course, fashion. Collabuk.com will encompass everything a collab customer is - fashionable, adventurous, fun and cool! Topshop is the number one store that this customer aspires to shop at, they love the designs and feel it is a cool place to go. However, the prices are often too high for them. Not only this but,the clothing doesn't suit their body shape as they are not yet at full height, have a bust, hips or waist. Topshop is under the Arcadia group who are financially very secure. So it stands to reason that such a brand should be launched under the Arcadia group. It is a new consumer group for them and the Topshop designers could be endlessly beneficial to the new brand creating that Topshop feel the 10-16 year olds desire. In conclusion, there is an ever-growing market, 10-16 year old fashion conscious girls, that aren't being delivered the shopping experience they want and need and a new brand under the Arcadia Group could fill it perfectly.

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INTRODUCTION

There’s a new generation of incredibly tech savvy people, the first generation that hasn’t known a world without the internet. One of the knock on effects of this change is that this group of children and teens are a lot more aware of what’s going on in the fashion world. They care about being up to date with trends and being perceived as fashionable. This is a new target demographic and although certain brands may be trying to tap into this market, they’re not doing so effectively. In particular, there is a large group of 10-16 year old girls who aspire to shop in stores such as Topshop however, their pricing and sizing don’t meet their needs. The designs aren’t tailored to a teens body. Primary research has been the most important source of information, talking directly to the would be customer has informed almost every step of the process, key to Collab’s success is that the brand is entirely targeted at this demographic and created for them with them in mind. Secondary research has also been incredibly useful, especially from sources such as Mintel, WGSN and LS:N Global. As this market in largely untapped, information was at times limited but this only proves that there is a gap for Collab.

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So why collab? Well it's probably perfectly clear to anyone under 20 but to everyone else it maybe isn't quite as obvious. In the world of the Internet, a collab was originally when two or more youtubers came together to create one video. But now it can mean a number of things, 2 bloggers collaborating, a youtuber and a brand working together etc. The new brand encompasses all of this on a number of levels from the customer and the company working together to how vital social media is to the running of the store. Collab is everything this generation, the first people to have not known a world without Internet, represents.

So basically, it’s short for collaborate.

COLLAB

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10


the proposal 11


1.1. Company Overview

Collab will be under the Arcadia group and cater to a demographic they do not currently target - 10-16 year old fashion forward girls. Having known incredible success with the ‘queen’ of high street stores, Topshop, Arcadia will use their knowledge and resources to create Collab and provide a much needed socially connected store for a new generation on teens.

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13


EARLY 1900s Montague Burton opened The Burton Shop in Chesterfield

1914-1918 Burton supplied Clothing for a quarter of the armed forces

1910 The store moved to Leeds where Arcadia still has a large office

14

1931 Montague received a knighthood for ‘services to industrial relations’

EARLY 1920s B Montague began to develop the Hudson Road factory in Leeds

1952 Montague passed away. The company had 616 stores

1946 Montague acquired the Peter Robinson women’s fashion chain

1969 Peter Robinson changed name to The Burton Group

MID 60S Unveiling of Topshop, department within Peter Robinson


1970 Topman was launched as a counterpart to Topshop

1979 The Burton Group acquired Dorothy Perkins

MID 1970S The first standalone Topshop store opened its doors

1997 The Burton Group demerged and focused on fashion multiples

1980S AND 1990s The Burton Group knew huge growth and expansion

2002 Arcadia became part of Taveta Investments owned by Philip Green

1999 Now the Arcadia Group, they acquired Miss Selfridge and Outfit

ARCADIA’S TIMELINE

1971 The Burton Group added Evans to its portfolio

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ARCADIA’S BRANDS 16

BHS has recently undergone a much needed rebrand however, it is still struggling on the high street. BHS has 900000 customers visiting each week and sells womenswear, homewear and lighting.

Evans caters to plus size women carrying clothing in sizes 14 and up and is the UK’s market leader in this category. The brand was founded back in 1930. They also have a number of international websites .

Burton knew huge sucess in the 1920s and was a lader and innovator in the menswear market. It was Montague Burton who founded the store and Burton Menswear was at the origine or the Arcadia empire.

Miss slefridge launched in the 60s as the young fashion department in Selfridges and encompassed the trends of the era and knew huge success. Miss Selfridge was the first brand to advertise on a bus!

Topshop launched in 1964. Its famous flagship at Oxford Circus launched in 1994. The brand has collaborated with some of the worlds biggest names in Fashion. Topshop also shows at London Fashion Week.

Dorothy Perkins opened back in 1919 and now has over 600 stores in the UK and 120 worldwide. DP targets 2535 year old women. They claim to be at the forefront of celebrity advertising.

Topman is a leader in menswear on the British high street. The website is also incredibly popular. The brand s award winning and can be found in stores such as Barney’s and Opening Ceremony in the US.

founded in 1923, Wallis focuses on quality, fit and fabric and offers a more premium product for the Arcadia customer. They aim to design clothes for ‘real women’. The brand has over 400 stores in the UK.


BHS headline cash loss of £(21.0)m (last year £(19.3)m). Total Group operating profit before goodwill of £189.3m (last year £201.2m). Total Group pre tax profit pre exceptional items of £143.1m (last year £148.1m). Total sales of £2,706.5m (last year £2,682.6m). Underlying UK retail LFL sales were up +0.1% v last year E-Commerce sales grew by +13.4% Total LFL sales were up +1.6% (Arcadia LFL sales were up +0.7%, BHS LFL sales were up +3.6%) Retail margin down -0.6% points v last year (Arcadia margin down -0.3%, BHS margin down -1.1%). Continued investment in the business with capital expenditure of £105.0m (last year £87.0m). Year End net cash deposits of £205.1m compared to £74.7m last year.

https://www.arcadiagroup.co.uk/press-relations/press-releases-1/arcadia-group-financial-results-2013-2014

CURRENT PERFORMANCE

Arcadia headline cash generation of £316.8m (last year £324.7m).

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1.2. New Product

The lifestyle and priorities of 10-16 year old girls have drastically changed and the fashion industry needs to adapt to suit their needs and tap into this ever-expanding market. Incredibly more fashion aware than previous generations, the young girls of today consider being up to date with fashion a priority, however the clothing must be age appropriate and suit their bodies. The clothing will also be accompanied by a lifestyle blog featuring the clothing. It will be a one stop site with fashion, home, beauty, travel and so much more to inspire Collab’s young and exciting customers. 18


PRODUCT EXAMPLES 19


1.3. USP

There is a growing need within the fashion industry for a brand targeting a new consumer - fashion conscious 10-16 year old girls. This generation of teenagers, and the one following right behind, are a lot more fashion and trend aware than previous generations ever were. This is largely due to the normalisation of the internet and the phenomenon that is social media. Collab is not only a store that solely targets this consumer but also a network. The blog and social media will be key to the success of the brand and integral to its identity. The customer is invited and encouraged to interact with the brand.

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1.4. Ansoff Matrix

-The new brand would come under “diversification” as it is a new product to new customers. -The risk is however lessened as although the product is new, it is clothing which they buy regardlesshowever it is modified to suit them. -Entering a new market isn’t as risky as it could potentially be either as it has been proven that this is a market that needs catering to. 22


NEW PRODUCTS

EXISTING MARKETS

MARKET PENETRATION

PRODUCT DEVELOPMENT

NEW MARKETS

MARKET DEVELOPMENT

DIVERSIFICATION

ANSOFF MATRIX

EXISTING PRODUCTS

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Marketing mix 25


2.1. People - Target Market 26


2%

Collab’s customer

l a t e

a d a p t o r s

a d a p t o r s

14%

34%

l a t e f e e d e r s 34%

l a g g a r d s 16%

PSYCHOGRAPHIC PROFILE

i n n o v a t o r s

e a r l y

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MEET HANNAH Elise...

THE CUSTOMER

Hannah is 14 years old and is currently in year 9 studying for a Baccalaureat in Norwich, Norfolk. Her life revolves around her friends, family, pug and her means of connection - her phone. Most of Hannah’s time is spent either on social media (Facebook, Instagram and Snapchat are the favourites). In stead of sitting down in front of the T.V. after a day of school, cheerleading or shopping, she’ll catch up with her favourite vloggers on Youtube, latest episodes on Netflix and the odd programme on demand.

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Photos from hannah’s

instagram account

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MEET Joanna Elise... Jo is 33 years old and Hannah’s mum. She also lives in Norwich Norfolk and works as senior behaviour support mentor. She is currently looking forward to her holiday in Thailand with her partner Steve and Hannah. She enjoys nothing more than a Saturday night in with the family in front of the T.V with a glass of wine and a take away however, she also still loves a night out with the girls be it a boozy night at a restaurant or a night on the town. Her spare time is spent with friends and family either shopping, going out for lunch, walking the dogs in the woods or having a family day at a near by beach. As a teen mum she worked hard to get where she is today. Also due to being a younger mum she is perhaps more up to date with social media and trends then other parents. This has meant that Jo gives a lot of importance to the way she and Hannah dress. She doesn’t prioritise quality or quantity but rather how fashionable it is. She doesn’t yet believe in investing in more expensive pieces for Hannah as she is still growing and her body is changing. Shooping with her daughter is a fun day out for them and something to look for ward to.

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Photos from Joanna’s

instagram account

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2.1.1 Demographics “The world population of 5–14-year-olds was 1.2bn in 2009 according to Euromonitor International, so we can assume around 1bn Generation Ds” The sale of childrenswear is set to continue its important rise.

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BEST AND WORST CASE FORECAST UK SALES OF CHILDRENSWEAR

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2.1.2 Spending Power Collab’s consumer’s spending power is limited due to their age, however, the money they do have goes entirely to clothing as they have no other financial responsibilities. Their parents spending power however is higher and this counts more than the child’s. Collab’s reasonable price point also helps. 34


“Along with their changing wants and desires, teenagers are enjoying increased spending power within their households and the rise of smartphone ownership is changing how (and where) they spend their money.”

“Teenagers currently have a spending power of £7 billion, and this number is expected to increase to £53.5bn by 2017. The retail industry understandably realises how powerful the teen demographic is and is spending considerably more of its advertising budgets to target this lucrative audience. This makes it more important than ever for teenagers to have a solid financial education and excellent money skills, to help them make informed decisions about how they spend their pocket money or allowance.” -http://www.gohenry.co.uk

As shown in this graphic, other than when a child is in their first few years, their time as a teenager is most expensive to the parents. This is largely due to the fact that they are establishing a personality. The parents are spending money on clothing and technology.

-http://www.telegraph.co.uk

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2.1.3. Marketing typologies Collab will have 2 main customer categories - the child and the parent. The consumers are people who regard fashion as important and other peoples perception of them matters. The 4 main typologies are Gen D, The Identity Sharders, Dads 2.0 and Thirtyfiveups. 36


dads 2.0

Gen D are emotional buyers. They have no financial responsibilities so all their money is dispensable and free to spend on what they like.

Dads 2.0 are rational buyers. As parents, they have endless responsibilities so despite enjoying shopping for their kids they have to remain sensible.

THE IDENTITY SHARDERS

thirtyfiveups

The Identity Sharders are both emotional and rational buyers. They buy what they love but still have to be slightly wiser with money.

The thirtyfiveups are emotional buyers. Rejecting the stereotype of over 35s they enjoy flexible and spontaneous lifestyles.

BUYING ATTITUDE

gen d

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MARKETING TYPOLOGIES 38

GEN D

“The successors to the New Millennials, Generation Ds are the first true ‘digital natives’. Born between 1994 and 2002, Generation Ds cannot remember a world without the internet. Academic Mark Prensky defines them as those for whom the use of technology is an inherent, not a learned, part of life. And there are lots of them: the world population of 5–14-year-olds was 1.2bn in 2009 according to Euromonitor International, so we can assume around 1bn Generation Ds.” - LS:N Global

Active creatives, Global perspective, Gadgets, Social networking, Social spaces, Gaming, Virtual goods, Advertising, Music, YConnected, smartphone, internet, Vlogging, technology, portable.


THE IDENTITY SHARDERS

Individual, social media, Identity, reputation, multiple personalities, opinionated, masks, choice, catfish.

“In the age of social media, the injunction to just be yourself has taken on a new meaning. People are adopting multiple identities and reaching new levels of openness as they strive for their cyber voices to be heard. These are the Identity Sharders – people who are using social media to channel multiple voices or find their own.” “Identity Sharders use different platforms from Tumblr to Instagram and Twitter to carefully cultivate their personas.” -LSN: Global

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Dads 2.0

“Until now, the stereotypical modern dad had been defined as someone who helps out at bedtime, changes the occasional nappy and even does the school run now and then – he is engaged with parenting, but on a relatively tokenistic level. Now a new, ‘conscious’ father is emerging, a 360-degree parent who defines himself as a dad as much as a careerist, who wants to be involved in every aspect of his children’s upbringing and who shops for domestic products, blurring the lines between what were traditionally seen as maternal and paternal roles. Meet Dad 2.0.” - LS:N Global

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Dream dad, Trendy dad, Conscious dad, Stay-at-home dad, Work-from-home dad, Domestic dad, Technology, Retail, Food, Socialising.


thirtyfiveups

The irony generation, Work to live, not live to work, Digital residents, Home Entertainment, Forever young, Considered spend,

“Generation X-ers have shaken off grunge, their slacker attitudes and Boomer resentment to emerge as homeowning, child-rearing ThirtyfiveUps, who are now redefining work and lifestyles for the 2010s and beyond.” Revolting against the globalised excesses “of Generation Jonesers, ThirtyFiveUps are more interested in their families and local communities. And, insecure thanks to economic instability at the beginning of the 90s, they prefer lifestyles that are off the radar, flexible, portable, and as disengaged from traditional values as possible.” - LS:N Global

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.. Product 43


2.2.1 Product Overview The Launch season for Collab will be Spring/Summer 16. The clothing will be inspired primarily by three trends found in the trend forecasting book - Veiled, Traverse and Merge. The thought behind these trends can be found in the research book. 44


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INSPIRATION, MATERIAL & DESIGN 46

S S 1 6

Veiled embraces a world that is often viewed as negative, the world of social media. We no longer have one persona but multiple faรงades to ourselves. This concept is often considered dark and dishonest with terms such as catfishing being used ever more frequently. However, more and more people are embracing this and enjoying not being stuck to one style but experimenting. Say goodbye to tradition and welcome in an era of being indifferent about difference.


Influenced by the exciting advances in space exploration and the ground breaking voyages that will be made, traverse embraces and furthers these adventures. Join the voyage with chic greys, chilly blues, clinical whites and cooling greens. Although muted tones, when combined with innovative designs, scientific shapes and clean cuts, Traverse creates an undeniably elegant impact

The digital and the physical are merging into one, the ‘phygital’ is emerging. The gap between the two is lessening rapidly and the two are learning to collaborate and become one. Merge is inspired by this natural evolution and reflects the digital changes to our physical world. Celebrate the new age we are entering into with Merge.

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2.2.2 CAD Range Plan The Range full Range Plan can be found in the Appendices

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RRP: £25

RRP: £15

RRP: £20

RRP: £12

Wholsale: £8

Wholsale: £4.50

Wholsale: £7

Wholsale: £4.50

Margin: 68%

Margin: 70%

Margin: 65%

Margin: 62.50%

Fabric: 100% Polyester

Fabric: 100% Cotton

Fabric: 100% Polyester

Fabric: 100% Polyester

Sizes: 10-6 yrs

Sizes: 10-6 yrs

Sizes: 10-6 yrs

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RRP: £20

RRP: £18

RRP: £30

RRP: £20

Wholsale: £7

Wholsale: £87

Wholsale: £12

Wholsale: £6.50

Margin: 65%

Margin: 61%

Margin: 60%

Fabric: 80% Acrylic, 20% Nylon

Fabric: 100% Polyester

Fabric: 66% Viscose, 34% Nylon

Fabric: 100% Polyester

Sizes: 10-6 yrs

Sizes: 10-6 yrs

Sizes: 10-6 yrs

50

Sizes: 10-6 yrs

Margin: 67.5%


RRP: £10

RRP: £28

RRP: £30

RRP: £15

Wholsale: £4

Wholsale: £10

Wholsale: £11

Wholsale: £5.50

Margin: 60%

Margin: 64%

Margin: 63%

Margin: 63%

Fabric: 100% Polyester

Fabric: 63% Polyester, 37% Viscose

Fabric: 80% Polyester, 15% Viscose, 5% Elastane

Fabric: 100 % Cotton

Sizes: 10-6 yrs

Sizes: 10-6 yrs

Sizes: 10-6 yrs

Sizes: 10-6 yrs

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2.2.3 Sourcing Strategy As Collab will be under Arcadia, Their sourcing strategy will be the same as the one that is already used by the company. They do not have their own factories. The clothing is produced worldwide in a total of 985 factories. 52


China India

Mauritius

COUNTRY OF ORIGIN

Romania Turkey

“This year Arcadia products were made in 46 countries worldwide, although our top 10 sourcing countries accounted for 91% and the top 5 for 75% of the goods we sold. These top 5 countries remain as Chine, Romania, Mauritius, India and Turkey�

https://www.arcadiagroup.co.uk/fashionfootprint/our-products/Ethical%20Trading

53


2.2.4 Sustainability Sustainability and ethical manufacturing are incredibly important to Arcadia and a number of practices are in place to ensure that they are playing their part to make a better working place for factory workers all over the world. 54


Arcadia have a code of conduct that is implemented throughout all their factories and closely surveyed on a regular basis.

Audits

Arcadia refuses to work with factories that employ children, this would go against their code of conduct. Factories are required to only employ people who can legally work in that specific country.

Child labour

“We believe that every worker has the right, without distinction, to join or form trade unions of their own choosing and to bargain collectively within the law of the land of the country concerned.� -Arcadia

Trade Unions

Arcadia considers a living wage incredibly important and ensures all employees receive enough wages to meet their needs - food, clean water, shelter, transport etc. There are however hurdles that can prevent this as Topshop do not own the factories they use and there isnt an agreed living wage.

Living wage

Arcadia is also diligent with regards to choosing the countries the clothes are made in. Countries currently banned are North Korea, Iran and Uzbekistan. The Ethical Trading Department decides where to source the clothing.

countries

Topshop and Topman carry Fairtrade products. Topshop works with numerous brands to produce items made from organic and fairtrade cotton.

Fairtrade

Arcadia is dedicate to reducing their effects on the environment. They have energy efficiency, waste reduction and transport initiatives in place. They also ensure no hazardous products are used.

Arcadia refuses to sell items with real fur on them. Suppliers are required to sign up to their animal welfare delcaration.

Arcadia works with organisations such as RAGS and JTP

Arcadia believes in improving living conditions for Migrant workers and works towards doing so.

environment

organisations

Faux fur

migrants

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57

.. price


2. 3. 1. Pricing Policy It is important to Collab to remain accessible for its young consumer so to keep its price points low. Keeping an eye on competitors prices is also key. However, it is vital that it remains a desirable place to shop so not to come accross as cheap. Prices will be whole round numbers. 58


Bicker Jacket - £25 Special

£20

Culottes - £20

Tee - £25

Medium

Basics

£3

PRICING ARCHITECTURE

£40

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2. 3. 2. Price Band Chart Sustainability and ethical manufacturing are incredibly important to Arcadia and a number of practices are in place to ensure that they are playing their part to make a better working place for factory workers all over the world.

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£10

Tops

£3

£25

£15

£20

£10

Jeans

Coats & Jackets

£40

£15

Knitwear

£30

£10

£18

£8

Skirts & Shorts

£5

£10

£15

£20

£25

£30

£35

£40

PRICE / BAND MATRIX

Dresses

61


62


.. place 63


2. 4.1. Distribution Strategy Collab will initially launch as a bricks and mortar store in Brighton, England with plans for national expansion, notably London and potentially international in the future like fellow Arcadia brand Topshop. 64


Arcadia is already doing incredibly well in Brighton so opening their new brand there would be a strong option. The obvious choice would perhaps be London however, rental prices in London can be astronomical especially in popular shopping spots such as Oxford Street and Carnaby street. Brighton is a popular place amongst the younger population, its fun and a good shopping district. It’s popularity has grown a lot in recent times thanks to Youtubers like Zoella, Pointless Blog, Marcus Butler and Niomi Smart living and vlogging there, showing it to be a great place to shop and just a cool place to live and visit.

PLACE - BRIGHTON

BRIGHTON

65


2. 4.2. Omni-channel Retail Research has proven that although the target demographic spend a lot of time online, they don’t shop on the internet so, collab will be primarily a bricks and mortar store. In smaller towns, there is potential for Collab to be a concession in Topshop stores. 66


ARCADIA IN BRIGHTON

Arcadia already has a strong presence in Brighton since opening its new Topshop and Topman stores in prime shopping location, Chruchill square, along side the already existing BHS, Burtons and Dorothy Perkins in October 2014. At the opening, queues were long in anticipation for the new store.

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68


69

.. Position


2. 5.1. Price / Style Matrix Collab ‘s designs will be inspired by other Arcadia stores such as Topshop and Miss Selfridge however, their price points will be lower than these stores in order to suit the younger demographic. Fashion forward and located on the high street, the oval encompasses their main competitors such as New Look, Topshop, River Island and H&M. 70


classic

fashion

COLLAB low price

PRICE / STYLE MATRIX

HIgh price

71


2. 5. 2. Competitor Evaluation Four of Collab’s main competitors will be Topshop, New Look, River Island and H&M. The three latter brands offer clothing for a younger demographic however, for varying reasons their collections aren’t as successful as they could potentially be hence leaving a gap in the market. 72


U.S.P.

U.S.P.

U.S.P.

U.S.P.

Incredubly fashion forward high street leaders and innovators.

One of The only British High Street stores offering a collection targeting tweens.

The brand offers clothing from birth all the way through to adulthood.

Known for their bright and bold patterns and affordable prices.WW

73


ABOUT THE BRAND 74

Topshop has been running since 1964 and over the past 51 years have known incredible success.They have expanded to over 300 stores, including their Oxford Circul flagship and international shops, and have a transactional website shipping to over 100 countries. Topshop has also collaborated with names such as Cara Delevingne and Kate Moss. Topshop has also successfully shown at London Fashion Week for a number of years now. Collab’s customer

New Look has been running since 1969 and have 569 stores in the UK and over 200 accross the rest of the world. They also have a transactional website shipping to 120 countries. New Look 915 targets a 9-15 year old female demographic and is a popular choice among this consumer group despite them saying there are a number of things they would change about the limited collection. This is due to a lack of other catering to this demographic.


H&M started as a single store in Sweden and has expanded to over 3500 stores worldwide (including. Monki, Cos, & other stories, Cheap Monday and Weekday). They also have a successful transactional website offering some of their collection. Their Kids store are separate however, they cover a large age range and are not fashionable enough for the customer that Collab will be targeting. Their pricing however sits at a similar point as Collab as it is age appropriate.

River Island has been on the High Street for over 60 years now and have over 350 stores over both the UK and internationally. They also have a number over transactional websites operating in 4 different currencies. River island also has both a girlswear and boyswear collection. Mini girls target 0-3 year olds and teen girls is for a 13 + consumer. This is a small collection located within the existing stores and offers a limited choice to this ever expanding demographic.

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PRODUCT 76

Topshop’s clothing is very trend lead and a favourite amongst fashion lovers. Collab’s designs will be Topshop inspired but tailored to suit their cutomers bodies and will be age appropriate.

New Look’s 915 range is designed for the same age group as Collab’s customer so the sizing is appropriate however, the range is limited to a small section of the store and the designs aren’t fashionable enough.


H&M’s kids range for 8-14 year old girls doesn’t suit Collab’s target consumer as it isn’t fashionable enough. The designs are quite obviously childish. They suit children who aren’t as concerned by trends.

River Island has a section on their website for teens however, it is en extremely small collection and appears to be a selection of the adult clothing. The sizing is also in aldut sizes (6-18) so doesn’t suit their bodies.

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£18

Dresses Tops

£6 £36 £22

Knitwear

£22

PRICING

Coats

Jeans

£65 £185 £65

Topshop’s price points are considerably higher than where collab’s will sit. They are tailored for a different demographic and don’t suit the 10-16 year old customer.

£10

Dresses Tops

£95

Jeans

78

£180

£20 £17

£2.49 £12.99

Coats

Knitwear

£22.99

£15.99 £9.99

£29.99 £17.99

New Look 915’s range pricing is very similar to Collab’s as it is targeting a similar consumer.


Dresses Tops

£5.99 £2.99 £5.99

Coats

£5.99 £5.99

£28

Dresses

£7.99

Jeans

Knitwear

£14.99

Tops £17.99 £29.99 £14.99

H&M kids pricing also sits at a similar point as Collab.

£6

£25

Jeans

£35

Coats

£35

Knitwear

£45

£45 £60

£25 £30

River Island’s Teen range starts at a reasonable price however the upper price point of £60 is too high for the teen customer.

* The pink dotted lines demonstrate where Collab’s pricing sits in comparison.

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80


.. promotion 81


2. 6. 1. Branding Whilst developing a brand identity it is important to keep in mind what the brand stands for and how you want the store to be percieved. It has to remain cohesive throughout and reflect what the consumer is and would want the brand to be. The brand pyramid will layout what Collab is and create guidlines to create the brand personality. 82


PERSONALITY What do we stand for?

Age appropriate Trend inspired Affordable Social VALUES

Who do we cater to?

10- 16 year old fashion forward girls. AUDIENCE

Where do we sit in the market?

Fashionable quality clothing at high street prices to meet a market that isn’t being catered to. Key is to always stay relevant and up to date. POSITION

What do we do?

Integrating the real and the digital, Collab inspires a generation of tech savvy and fashion aware girls. Offering fashionable clothing designed specifially for this consumer to meet their price, size and style needs. ESSENCE

BRAND DNA PYRAMID

Who is Collab?

Innovative Inspiring Fun Connected

83


LOGO DEVELOPMENT 84

COLLAB

COLLAB

COLLAB COLLAB COLLAB COLLAB COLLAB COLLAB

COLLAB COLLAB COLLAB COLLAB COLLAB COLLAB

Through research, it became evident that logos using simple fonts are favoured on the High Street. After putting a number of designs forward to the focus group, these two fonts initially proved most popular and the one on the left was chosen between the two. The logo won’t only be in one colour but the ones shown above. Different colours will be used for different product categories, carrier bags, tags etc. It was important that the logo suits the demographic.


C

B A L OL LA L O C

B

The carrier bags are inspired by Topshop’s Oxford Circus store’s bag designs. Whilst walking down the street they are noticeable and stand out from the other bags people may be carrying. They will be made from high quality matte paper and come in different designs depending on the size of the bag.

PACKAGING

C

B A L OL

85


COLLAB

LOVE ME

Love me?

Then here’s how to take care of me 93% Cotton 7% Spandex. Machine wash with similar colours.

Age 10-11

86

Age 1

LL

AB

0-11

CO

LABELLING

£15

COLLAB 14-15 years

£15

The swing tags will be produced on thick gloss card with a thin black string and an embossed logo. The care label and brand label will both be cotton and stitched into the clothing.


87


2. 6. 2. Experiential Retail It is important that the shopping experience at Collab is fun and different, the way the store works and feels needs to stick out on the High Street and suit the younger dempgraphic it is targeting. Technology will be ket to this happening. 88


AUGMENTED REALITY

Inspired by the new Vuforia app for American Apparel, Collab will also incorporate augmented reality into its store. The app mixes the best of online and in store shopping. Scanning an item, it allows you to see customer reviews, colour and style options and most importantly share items on social media! The concept could not be more perfect for the Collab customer, combining bricks and mortar shopping and technology.

89


INTERACTIVITY 90

Throughout the store Ipads will be placed and customers will be encouraged to browse the company’s blog and social media on them. They will be able to view the collection and see outfit ideas. However, perhaps most excitingly of all, from the tablets, they will be able to choose which of Collab’s Youtube videos will be projected on the screens in store which they will be able to listen to through headphones and also control the store’s playlist.


#COLLAB

Modern in design, Collab’s dressing rooms will be large with floor to ceiling mirrors, sofas, magazines, screens etc. The thought behind this is that today’s teens enjoy shopping with friends and it is a social experience so, in stead of discouraging large groups to go into the fitting rooms, Collab will encourage it. They’ll be invited to take selfies in the clothes with friends and share them using the hashtag collab. Trying on clothes can be stressful, why not make it fun?

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2. 6. 2. Integrated Marketing Strategy Connectivity is key to Collab’s success so Social media will play a key role especially as the target audience is so present on all platforms. Along side social Media, other forms of marketing will be used and will be vital to the success of collab as it is a brand new store and an identity needs to be created and put out there. 92


93


SOCIAL MEDIA 94

To accompany the store, There will be a lifestyle blog which will be almost as important as the shop itself. You will find everything from food, travel, beauty, music, film to of course, fashion. Collabuk.com will encompass everything a collab customer is - fashionable, adventurous, fun and cool! Collab’s customers look up to famous bloggers such as Zoella (Zoe Sugg) and The Blonde Salad (Chiara Ferragni), they will be invited to write guest posts and do Social media takeovers. However, it is important the blog shows real people and real life so competitions will be run for anyone to write a post,or feature in the blog. As Collab will not have an e-commerce site as research has shown that their demographic doesn’t tend to shop online, the blog will show the clothing and what’s available in store in outfit posts. These posts will give ideas on how to style the pieces and show prices as 10 -16 year olds enjoy browsing online to see what’s in store but actually shopping in actual shops. Along side the BLOG will be Youtube where regular VLOGS will be posted either by youtubers, customers or employees of the band. Research has proven that kids no longer come home and sit in front of the TV but turn on their laptop and catch up with their youtube subscriptions.


Facebook

Tumblr

Twitter

Pinterest

Instagram

snapchat

95


ADVERTISING 96

COLLAB

COLLAB

For certain advertising campaigns, ‘real’ girls will be used like for example, in these ads, Hannah Warner from Norwich, Norfolk is pictured. Hannah has never previously modelled but is exactly what Collab’s customer will be - 14, fashion conscious and socially connected.


COLLAB

COLLAB

The ads will be placed in age appropriate magazines but mainly online on blogs and Youtube for example.

97


98


.. persuasion 99


BRICKS AND MORTAR Research has proven that despite spending a lot of time online, the collab customer enjoys shopping in actual stores. The shop design is inspired by the consumer and tailored to their needs. - large changing rooms, technology, fun...

100

FASHION Unlike competitors, Collab will be extremely fashion lead as today’s teens are a lot more aware of what’s going on within the fashion world. It will take advantage of Arcadia, especially Topshop’s, knowledge as this is an aspirational store for them.

+

+

CONNECTIVITY Social media won’t be a second thought or just something the store has, it will be priority and Key to collab’s success. Their target demographic are incredibly active on all platforms so Collab will be too. Collab will not only be a store but also a Youtuber.

+

INCLUSION Collab’s customers will be invited to interact with the brand through multiple ways. Be it through the ipads in store where they can control the playlist, creating a YouTube video, writing a guest post on the blog or starring in a campaign.


SIZE AND SHAPE 10-16 year olds bodies are constantly changing due to growth spurts and puberty. Although they want to wear adult clothing, and sometimes do, it is not designed for their body shapes so collab will ensure that all their clothing is tailored to their bodies.

+

PRICE A 14 year old’s income is a very small percentage of an adult’s however, it is entirely disposable and clothing is a priority to them so it is important that the store’s pricing suits their demographic and the price points aren’t too high.

+

BLOGS AND VLOGS To accompany the brand will be collabuk.com, a lifestyle and fashion blog. The blog will encompass all the brand and its customers are. As well as the blog, there will be a Youtube channel. Kids no longer come home from school and watch TV but rather YouTube

ADVERTISING Relateable campaigns will be used as a form of advertising. Body confidence is a big issue amongst young girls so using real girls as opposed to models on certain campaigns would be an effective form of publicity.

+

101


102


.. launch marketing business plan 103


3. 1. Estimated retail sales, stock investment costs and intake margin 104


For the launch of the store, it is expected that initial stock will require and investment of ÂŁ,8361 with a retail margin of 64.96%. Estimated retail sales from initial stock is ÂŁ23,865.

105


3. 2. Launch Marketing Costs

106


Due to Collab’s belief in the importance of using ‘real girls’ in the campaigns, fees will be a lot less than a model. Costs will also be cut through the importance of the use of social media for the brand - It’s free! Also, by having only a blog and not a transactional e-commerce site, Collab will save substantial amounts of money in website building and maintenance costs.

107


3. 3. & 3. 4. Capital Investment Required & Projected Loss 108


Capital Investment Required is ÂŁ114,850 and the projected loss for the first year is ÂŁ61, 165. However, this loss will lessen year on year and Collab has all it takes to be a successful business.

109


110


.. swot analysis 111


STRENGTHS -Expanding market -Untapped market -Arcadia Group’s knowledge -Arcadia Group’s money -Arcadia Groups designers, factories etc. -Their Social Media -The blog -Size -Style -Fit -Price

112

WEAKNESSES -Risk as it’s a new market and new product -Whole new company - need to gain customers and trust -Predicted loss for the first few years.


OPPORTUNITIES -Expand into boyswear -Open more stores throughout the UK London -Expand abroad -Launch international blogs and social media -Expansion into younger children and babies? -Expansion into Shoes -Potentially an e-market site if consumer needs change -Expansion into shoes and accessories

thREATS -Other brands tapping into the market -Existing brands such as Generation 915 -Petite section of brands like Topshop -Economy

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CONCLUSION

Much more than just a store, collab is a network, a lifestyle. Its use and knowledge of social media ensures this. The customers, the employees, the followers, the subscribers, the likers, the bloggers and the vloggers are a community. The consumers are invited to get involved and become a part of the brand. The Brighton store is just a starting point for collab, national and even international expansion would be the next logical step for the Arcadia brand along with introducing boyswear. Menswear has seen an immeasurable boost in recent years and the boys aren't far behind the girls in terms of fashion sense.

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IMAGE REFERENCING 117


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1. Warner, Hannah (2014) Insta 1 [photograph] At: https://instagram.com/ (accessed on: 12.14.2015) 2. Warner, Hannah (2014) Insta 2 [photograph] At: https://instagram.com/ (accessed on: 12.14.2015) 3. Warner, Hannah (2014) Insta 3 [photograph] At: https://instagram.com/ (accessed on: 12.14.2015) 4. Warner, Hannah (2014) Insta 4 [photograph] At: https://instagram.com/ (accessed on: 12.14.2015) 5. Warner, Hannah (2014) Insta 5 [photograph] At: https://instagram.com/ (accessed on: 12.14.2015) 6. Warner, Hannah (2014) Insta 6 [photograph] At: https://instagram.com/ (accessed on: 12.14.2015) 7. Warner, Hannah (2014) Insta 7 [photograph] At: https://instagram.com/ (accessed on: 12.14.2015) 8. Warner, Hannah (2014) Insta 8 [photograph] At: https://instagram.com/ (accessed on: 12.14.2015) 9. Warner, Hannah (2014) Insta 9 [photograph] At: https://instagram.com/ (accessed on: 12.14.2015) 10. Warner, Hannah (2014) Insta 10 [photograph] At: https://instagram.com/ (accessed on: 12.14.2015) 11. Warner, Hannah (2014) Insta 11 [photograph] At: https://instagram.com/ (accessed on: 12.14.2015) 12. Warner, Hannah (2014) Insta 12 [photograph] At: https://instagram.com/ (accessed on: 12.14.2015) 13. Warner, Hannah (2014) Insta 13 [photograph] At: https://instagram.com/ (accessed on: 12.14.2015) 14. Warner, Hannah (2014) Insta 14 [photograph] At: https://instagram.com/ (accessed on: 12.14.2015) 15. Warner, Hannah (2014) Insta 15 [photograph] At: https://instagram.com/ (accessed on: 12.14.2015) 16. Warner, Hannah (2014) Insta 16 [photograph] At: https://instagram.com/ (accessed on: 12.14.2015) 17. Warner, Hannah (2014) Insta 17 [photograph] At: https://instagram.com/ (accessed on: 12.14.2015) 18. Warner, Hannah (2014) Insta 18 [photograph] At: https://instagram.com/ (accessed on: 12.14.2015)

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1. Kwong, Nick (10.03.2015) Hannah [photograph] 2. Kwong, Nick (10.03.2015) Hannah [photograph]

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9. unknown (unknown) shelves [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/16556/the-identity-sharders (accessed on: 02.03.2015) 10. unknown (unknown) rooftop [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/16556/the-identity-sharders (accessed on: 02.03.2015) 11. unknown (unknown) mac [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/16556/the-identity-sharders (accessed on: 02.03.2015) 1. unknown (unknown) Father [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/8345/dads-2-0 (accessed on: 03.03.2015) 2. unknown (unknown) Coffee [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/8345/dads-2-0(accessed on: 03.03.2015) 3. unknown (unknown) City [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/8345/dads-2-0 (accessed on: 03.03.2015) 4. unknown (unknown) Bike [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/8345/dads-2-0 (accessed on: 03.03.2015) 5. unknown (unknown) Music [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/8345/dads-2-0 (accessed on: 03.03.2015) 6. unknown (unknown) Cycle [Photograph] At: hhttps://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/8345/dads-2-0 (accessed on: 03.03.2015) 7. unknown (unknown) Chop [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/8345/dads-2-0 (accessed on: 03.03.2015) 8. unknown (unknown) Camera [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/8345/dads-2-0 (accessed on: 03.03.2015) 9. unknown (unknown) Shelves [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/8345/dads-2-0 (accessed on: 03.03.2015) 10. unknown (unknown) dad adn son [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/8345/dads-2-0 (accessed on: 1. unknown (unknown) Shelves [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/4076/thirtyfiveups (accessed on: 04.03.2015) 2. unknown (unknown) Family [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/4076/thirtyfiveups (accessed on: 04.03.2015) 3. unknown (unknown) Kitchen [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/4076/thirtyfiveups (accessed on: 04.03.2015) 4. unknown (unknown) Car [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/4076/thirtyfiveups (accessed on: 04.03.2015) 5. unknown (unknown) Music [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/4076/thirtyfiveups (accessed on: 04.03.2015) 6. unknown (unknown) books [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/4076/thirtyfiveups (accessed on: 04.03.2015) 7. unknown (unknown) Gin [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/4076/thirtyfiveups (accessed on: 04.03.2015) 8. unknown (unknown) Kitchen [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/4076/thirtyfiveups (accessed on: 04.03.2015) 9. unknown (unknown) Jeans [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/4076/thirtyfiveups (accessed on: 04.03.2015) 10. unknown (unknown) Cot [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/4076/thirtyfiveups (accessed on: 04.03.2015) 11. unknown (unknown) Pasta [Photograph] At: https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/4076/thirtyfiveups (accessed on: 04.03.2015)

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Kwong, Nick (10.03.2015) Hannah [photograph]

Kwong, Nick (10.03.2015) Hannah [photograph]

1. Unknown (unknown) colours [photograph] At: http://40.media.tumblr.com/b9821e11adc2ea3e299e5ce31b336ee7/ (accessed on: 05.03.2015) 2. Unknown (unknown) fabric [photograph] At:http://thefabricfairy.com/media/catalog/product/cache/1/image/9df78eab33525d08d6e5fb8d27136e95/p/o/ powderblue_2.jpg (accessed on: 05.03.2015) 3. Unknown (unknown) fabric [photograph] At:http://thefabricfairy.com/media/catalog/product/cache/1/image/9df78eab33525d08d6e5fb8d27136e95/p/o/ powderblue_2.jpg (accessed on: 05.03.2015) 4.Unknown (unknown) fabric [photograph] At:http://thefabricfairy.com/media/catalog/product/cache/1/image/9df78eab33525d08d6e5fb8d27136e95/p/o/ powderblue_2.jpg (accessed on: 05.03.2015) 5. Unknown (unknown) fabric [photograph] At:http://thefabricfairy.com/media/catalog/product/cache/1/image/9df78eab33525d08d6e5fb8d27136e95/p/o/ powderblue_2.jpg (accessed on: 05.03.2015) 6.Unknown (unknown) fabric [photograph] At:http://thefabricfairy.com/media/catalog/product/cache/1/image/9df78eab33525d08d6e5fb8d27136e95/p/o/ powderblue_2.jpg (accessed on: 05.03.2015) 7.Unknown (unknown) fabric [photograph] At:http://thefabricfairy.com/media/catalog/product/cache/1/image/9df78eab33525d08d6e5fb8d27136e95/p/o/ powderblue_2.jpg (accessed on: 05.03.2015)

3 5 7 1. Graphic (unknown) [Photo] At: https://img1.etsystatic.com/012/0/7513832/il_fullxfull.427485959_r2nt.jpg (accessed on: 30/10/2015)

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2 4 6

2. fabric (unknown) [Photo] At: http://www.wgsn.com.ucreative.idm.oclc.org/search/search.php (accessed on: 27121/2015) 3. fabric (unknown) [Photo] At: http://www.wgsn.com.ucreative.idm.oclc.org/search/search.php (accessed on: 27121/2015) 4. fabric (unknown) [Photo] At: http://www.wgsn.com.ucreative.idm.oclc.org/search/search.php (accessed on: 27121/2015) 5. fabric (unknown) [Photo] At: http://www.wgsn.com.ucreative.idm.oclc.org/search/search.php (accessed on: 27121/2015) 6. fabric (unknown) [Photo] At: http://www.wgsn.com.ucreative.idm.oclc.org/search/search.php (accessed on: 27121/2015) 7. fabric (unknown) [Photo] At: http://www.wgsn.com.ucreative.idm.oclc.org/search/search.php (accessed on: 27121/2015)

1. Unknown (unknown) purple [photo] At: https://s-media-cache-ak0.pinimg.com/736x/5c/54/62/5c5462830b5d16a92b3fbbdd5bfee93a.jpg (accessed on: 22.03.2015) 2. Unknown (unknown) fabric [photo] At: hhttp://www.wgsn.com.ucreative.idm.oclc.org/myfolders/get_download_redir.php?url=4nNbpDOk6gIRN1ikvdeOsfNog6mIElE7sKaJJxHa%2FFZ2XMUUVwAc3KfhPp4A%2FInahmB01fC%2FNwMNNEVRvVEhDdWN0gLJPfSLapxF6kncqluMxh3A18pMvpPmE%2BjOupyT&filename=SoiQ0XLuddWePLTBWhpifPpGq9eWE0KQzXlNgLlXG4c%3D, http:// (accessed on: 22.03.2015) 3. Unknown (unknown) fabric [photo] At: hhttp://www.wgsn.com.ucreative.idm.oclc.org/myfolders/get_download_redir.php?url=4nNbpDOk6gIRN1ikvdeOsfNog6mIElE7sKaJJxHa%2FFZ2XMUUVwAc3KfhPp4A%2FInahmB01fC%2FNwMNNEVRvVEhDdWN0gLJPfSLapxF6kncqluMxh3A18pMvpPmE%2BjOupyT&filename=SoiQ0XLuddWePLTBWhpifPpGq9eWE0KQzXlNgLlXG4c%3D, http:// (accessed on: 22.03.2015) 4. Unknown (unknown) fabric [photo] At: hhttp://www.wgsn.com.ucreative.idm.oclc.org/myfolders/get_download_redir.php?url=4nNbpDOk6gIRN1ikvdeOsfNog6mIElE7sKaJJxHa%2FFZ2XMUUVwAc3KfhPp4A%2FInahmB01fC%2FNwMNNEVRvVEhDdWN0gLJPfSLapxF6kncqluMxh3A18pMvpPmE%2BjOupyT&filename=SoiQ0XLuddWePLTBWhpifPpGq9eWE0KQzXlNgLlXG4c%3D, http:// (accessed on: 22.03.2015) 5. Unknown (unknown) fabric [photo] At: hhttp://www.wgsn.com.ucreative.idm.oclc.org/myfolders/get_download_redir.php?url=4nNbpDOk6gIRN1ikvdeOsfNog6mIElE7sKaJJxHa%2FFZ2XMUUVwAc3KfhPp4A%2FInahmB01fC%2FNwMNNEVRvVEhDdWN0gLJPfSLapxF6kncqluMxh3A18pMvpPmE%2BjOupyT&filename=SoiQ0XLuddWePLTBWhpifPpGq9eWE0KQzXlNgLlXG4c%3D, http:// (accessed on: 22.03.2015)

121


Kwong, Nick (10.03.2015) Hannah [photograph]

Kwong, Nick (10.03.2015) Hannah [photograph]

1. unknown (unknown) Topshop [Photograph] At: http://www.archello.com/sites/default/files/imagecache/header_detail_large/story/media/GLASSONS_Newmarket_9183_0.jpg (accessed on: 21.03.2015)

1

Kwong, Nick (10.03.2015) Hannah [photograph]

122


1. unknown (unknown) Topshop [Photograph] At: http://fashionindustryarchive.com/Campaigns/Topshop-Campaign-SS-2014-Charlotte-Wiggins-Eliza-Cummings-Rosie-TapnerJourdan-Dunn-and-more-by-Alasd/PHOTOS/Thumbs/Topshop-Campaign-SS-2014-Charlotte-Wiggins-El-039419.jpg(accessed on: 01.04.2015) 2. unknown (unknown) Topshop [Photograph] At: http://jonquil.myblog.arts.ac.uk/files/2014/02/pa10.jpg(accessed on: 01.04.2015) 3. unknown (unknown) Topshop [Photograph] At:http://www.fashiongonerogue.com/wp-content/uploads/2014/11/topshop-holiday-2014-cara-delevingne-photos03.jpg(accessed on: 01.04.2015) 4. unknown (unknown) Topshop [Photograph] At:http://17fdu42etp8l3lqlpj43gnlr.wpengine.netdna-cdn.com/wp-content/uploads/2014/04/800x1200xkate-mossfor-topshop-spring-2014-lookbook2.jpg.pagespeed.ic_.myyj9S6Bl3.jpg(accessed on: 01.04.2015) 5. unknown (unknown) Topshop [Photograph] At:hhttp://3.bp.blogspot.com/-lJpOLgDMNeo/UtVripbwLNI/AAAAAAAAb8I/MMsR-YQRqqA/s1600/topshop_ad_ campaign_advertising_spring_summer_2014_02.jpg(accessed on: 01.04.2015) 6. unknown (unknown) new look [Photograph] http://smanagement.co.uk/wp-content/uploads/2014/06/10418365_10152521444039809_8414587477559300208 _n.jpg(accessed on: 01.04.2015) 7. unknown (unknown) new look [Photograph] http://denimology.com/wp-content/uploads/2013/09/NewLook-FW13- (accessed on: 01.04.2015) 8. unknown (unknown) new look [Photograph] http://4.bp.blogspot.com/-mwf0tXYNTNY/U4xQvtMbsHI/AAAAAAAAGRI/V5FzEnh8sa4/s1600/021_WK08_UK_0186. jpg- (accessed on: 01.04.2015) 9. unknown (unknown) new look [Photograph] http://2.bp.blogspot.com/-ngis4D5gUwE/U4xQv7VBRkI/AAAAAAAAGRM/KrJ6zNoMR7A/s1600/005_WK08_UK_0290 (accessed on: 01.04.2015) 10. unknown (unknown) new look [Photograph]http://2.bp.blogspot.com/-ngis4D5gUwE/U4xQv7VBRkI/AAAAAAAAGRM/KrJ6zNoMR7A/s1600/005_WK08_UK_0290 (accessed on: 01.04.2015)

1

26

7

3

48

9

5

10

1. unknown (unknown) H&M [Photograph] At: https://samanthacavendish.files.wordpress.com/2014/01/campaign1.jpg (accessed on: 01.04.2015) 2. unknown (unknown) H&M [Photograph] At: http://folkr.fr/wp-content/uploads/2014/04/HM-Spring-Summer-2014-Campaign-Gisele-04.jpg (accessed on: 01.04.2015) 3. unknown (unknown) H&M [Photograph] At: http://www.vogparty.com/wp-content/uploads/2014/04/HM-Spring-Summer-2014-Campaign-Gisele-07-vogparty.jpg (accessed on: 01.04.2015) 4. unknown (unknown) H&M [Photograph] At: http://folkr.fr/wp-content/uploads/2014/04/HM-Spring-Summer-2014-Campaign-Gisele-04.jpg(accessed on: 01.04.2015) 5. unknown (unknown) H&M [Photograph] At: http://wednesdayagency.com/wp-content/uploads/2014/02/01_HM_NEW_ICON (accessed on: 01.04.2015) 6. unknown (unknown) R. I. [Photograph] At: http://riverisland.scene7.com/is/image/RiverIsland/si-kids-aw_COVER?$JPG%20No (accessed on: 01.04.2015) 7. unknown (unknown) R. I. [Photograph] At: http://cdni.condenast.co.uk/1440x960/o_r/rihanna_riverisland2_v_19fe (accessed on: 01.04.2015) 8. unknown (unknown) R. I. [Photograph] At: https://couturewarrior.files.wordpress.com/2014/04/20140415-123632.jpg (accessed on: 01.04.2015) 9. unknown (unknown) R. I. [Photograph] At: http://www.ullanyeman.com/wp-content/uploads/2012/09/River-Island-Campaign-No.5-825x550.jpg (accessed on: 01.04.2015) 10. unknown (unknown) R. I. [Photograph] At: hhttp://www.ullanyeman.com/wp-content/uploads/2012/07/No3-River-Island-Glitter-Ball-7-495x550.jpg (accessed on: 01.04.2015)

1

2 7

8

3

4 9

10

6 11

12

5

1

26

7

3

48

9

5

10

1. unknown (unknown) jumper [Photograph] At: http://www.topshop.com/en/tsuk/category/clothing-427/knitwear-444 (accessed on: 21.03.2015) 2. unknown (unknown) jacket [Photograph] At: http://www.topshop.com/en/tsuk/category/clothing-427/jackets-coats-2390889 (accessed on: 21.03.2015) 3. unknown (unknown) shirt [Photograph] At: http://www.topshop.com/en/tsuk/category/clothing-427/tops-443 (accessed on: 21.03.2015) 4. unknown (unknown) dress [Photograph] At: http://www.topshop.com/en/tsuk/category/clothing-427/dresses-442 (accessed on: 21.03.2015) 5. unknown (unknown) jeans [Photograph] At: http://www.topshop.com/en/tsuk/category/clothing-427/tops-443 (accessed on: 21.03.2015) 6. unknown (unknown) trousers [Photograph] At: http://www.topshop.com/en/tsuk/category/clothing-427/tops-443 (accessed on: 21.03.2015) 7.unknown (unknown) kimono [Photograph] At: http://www.newlook.com/shop/teens/tops_30184 (accessed on: 21.03.2015) 8.unknown (unknown) tee [Photograph] At: http://www.newlook.com/shop/teens/tops_30184 (accessed on: 21.03.2015) 9.unknown (unknown) dress [Photograph] At: http://www.newlook.com/shop/teens/dresses-and-playsuits_30186(accessed on: 21.03.2015) 10.unknown (unknown) playsuit [Photograph] At: http://www.newlook.com/shop/teens/dresses-and-playsuits_30186 (accessed on: 21.03.2015) 11.unknown (unknown) jeans[Photograph] At: http://www.newlook.com/shop/teens/jeans_30181 (accessed on: 21.03.2015) 12.unknown (unknown) maxi[Photograph] At: http://www.newlook.com/shop/teens/dresses-and-playsuits_30186(accessed on: 21.03.2015)

123


1

2 7

8

3

4 9

10

6 11

12

5

1. unknown (unknown) jumper [Photograph] At: http://www.hm.com/gb/subdepartment/KIDS?Nr=4294944884#Nr=4294944112 (accessed on: 21.03.2015) 2. unknown (unknown) top [Photograph] At: http://www.hm.com/gb/subdepartment/KIDS?Nr=4294944884#Nr=4294943769 (accessed on: 21.03.2015) 3. unknown (unknown) dress [Photograph] At: http://www.hm.com/gb/subdepartment/KIDS?Nr=4294944884#Nr=4294943398 (accessed on: 21.03.2015) 4. unknown (unknown) jacket [Photograph] At: http://www.hm.com/gb/subdepartment/KIDS?Nr=4294944982#Nr=4294884423 (accessed on: 21.03.2015) 5. unknown (unknown) leggings [Photograph] At: http://www.hm.com/gb/subdepartment/KIDS?Nr=4294944884#Nr=4294944161 (accessed on: 21.03.2015) 6. unknown (unknown) jeans [Photograph] At: http://www.hm.com/gb/subdepartment/KIDS?Nr=4294944884#Nr=4294944414 (accessed on: 21.03.2015) 7. unknown (unknown) tee [Photograph] At: http://www.riverisland.com/girls/teen-girls/teen-t-shirts-vests/_/N-88e(accessed on: 21.03.2015) 8. unknown (unknown) skitrt [Photograph] At: http://www.riverisland.com/girls/teens/teen-skirts (accessed on: 21.03.2015) 8. unknown (unknown) top [Photograph] At: http://www.riverisland.com/girls/teen-girls/teen-t-shirts-vests/_/N-88e (accessed on: 21.03.2015) 10.unknown (unknown) jacket [Photograph] At: http://www.riverisland.com/girls/teen-girls/teen-coats-jackets/_/N-886 (accessed on: 21.03.2015) 11.unknown (unknown) dress [Photograph] At: http://www.riverisland.com/girls/teen-girls/teen-dresses/_/N-885 (accessed on: 21.03.2015) 12.unknown (unknown) jeans [Photograph] At: http://www.riverisland.com/girls/teen-girls/teen-jeans-jeggings/_/N-887 (accessed on: 21.03.2015)

Kwong, Nick (10.03.2015) Hannah [photograph]

.unknown (unknown) dressing room [Photograph] At: http://cdn.slashgear.com/wp-content/uploads/2012/06/qualcomm_uplinq_2012_american_apparel_3.jpg(accessed on: 07.03.2015)

124


unknown (unknown) dressing room [Photograph] At: http://retaildesignblog.net/wp-content/uploads/2013/10/Vero-Moda-Flagship-Store-at-Alexa-Mall-by-RiisRetail-(accessed on: 07.03.2015)

Own photo

1

2

1. Kwong, Nick (10.03.2015) Hannah [photograph] 2. Kwong, Nick (10.03.2015) Hannah [photograph]

1. Kwong, Nick (10.03.2015) Hannah [photograph] 2. Kwong, Nick (10.03.2015) Hannah [photograph]

1

2

125


Kwong, Nick (10.03.2015) Hannah [photograph]

Kwong, Nick (10.03.2015) Hannah [photograph]

Kwong, Nick (10.03.2015) Hannah [photograph]

126

Kwong, Nick (10.03.2015) Hannah [photograph]

Kwong, Nick (10.03.2015) Hannah [photograph]


127


128


Bibliography 129


A http://about.hm.com/en/About/facts-about-hm/about-hm/hm-group.html http://about.hm.com/content/dam/hm/about/documents/en/cision/2015/01/1460341_en.pdf http://www.adweek.com/adfreak/nivea-magazine-ad-really-protects-removable-bracelet-tracks-your-child-beach-157490 https://www.apple.com/uk/watch/overview/ https://www.arcadiagroup.co.uk/about-us/our-history https://www.arcadiagroup.co.uk/about-us/our-brands/bhs https://www.arcadiagroup.co.uk/about-us/our-brands/burton https://www.arcadiagroup.co.uk/about-us/our-brands/dorothy-perkins https://www.arcadiagroup.co.uk/about-us/our-brands/evans https://www.arcadiagroup.co.uk/about-us/our-brands/miss-selfridge https://www.arcadiagroup.co.uk/about-us/our-brands/outfit https://www.arcadiagroup.co.uk/about-us/our-brands/topshop https://www.arcadiagroup.co.uk/about-us/our-brands/topman https://www.arcadiagroup.co.uk/about-us/our-brands/wallis https://www.arcadiagroup.co.uk/press-relations/press-releases-1/arcadia-group-financial-results-2013-2014 https://www.arcadiagroup.co.uk/fashionfootprint/fashion-footprint-faqs https://www.arcadiagroup.co.uk/fashionfootprint/our-products/Ethical%20Trading http://www.theargus.co.uk/business/11509131.Queues_form_outside_Topshop_and_Topman_as_firm_opens_Brighton_store/?ref=mr D http://www.dailymail.co.uk/news/article-2957053/That-s-7-million-subscribers-buy-Blogging-sensation-Zoella-buys-1million-five-bedroom-mansion-Brighton-six-years-YouTube-diary.html http://www.designboom.com/technology/mit-academics-design-book-that-lets-readers-feel-the-protagonists-pain-01-31-2014/ F https://www.fullscreen.com/2014/04/28/power-youtube-for-brands/ http://www.futuretimeline.net/21stcentury/2016.htm#.VRablL4rfzI http://www.fialondon.com/project/sauvage-microsoft/ http://www.fialondon.com/project/richard-nicoll-disney/ http://www.forbes.com/sites/rachelarthur/2014/09/15/is-this-the-first-example-of-truly-beautiful-wearable-tech/ http://www.fialondon.com/project/fyodor-golan-nokia/ G http://guardianlv.com/2014/07/space-hotel-set-to-welcome-guests-by-2016/ http://www.theguardian.com/fashion/2014/sep/22/nail-sensors-leah-harper-observer-tech\ http://www.theguardian.com/media-network/2014/oct/21/will-i-am-wearable-technology-puls http://www.theguardian.com/technology/2014/oct/20/microsoft-unveil-fitness-focused-smartwatch-weeks http://www.theguardian.com/media-network/2014/oct/21/will-i-am-wearable-technology-puls http://www.theguardian.com/media-network/2014/oct/21/will-i-am-wearable-technology-puls

130


L https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/3984/generation-d-1 https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/16556/the-identity-sharders https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/8345/dads-2-0 https://www-lsnglobal-com.ucreative.idm.oclc.org/tribes/article/4076/thirtyfiveups https://www.lsnglobal.com/seed/article/17265/youtube-inspired-retail https://www-lsnglobal-com.ucreative.idm.oclc.org/news/article/16480/brazilian-fashion-brand-brings-the-facebook-like-to-printed-page https://www-lsnglobal-com.ucreative.idm.oclc.org/macro-trends/article/16543/the-sharded-self https://www-lsnglobal-com.ucreative.idm.oclc.org/news/article/17299/catfish-marketing https://www-lsnglobal-com.ucreative.idm.oclc.org/behaviours/article/16552/half-of-millennials-see-positive-impact-of-social-media-on-day-to-day-interactions https://www-lsnglobal-com.ucreative.idm.oclc.org/news/article/16571/jacket-improves-blood-circulation-and-cell-recovery N http://www.newlookgroup.com/who-are-we http://www.newlookgroup.com/investors/financial-highlights http://www.novalia.co.uk/portfolio/becks-playable-poster/ http://www.newyorker.com/currency-tag/the-virtual-moleskine?utm_source=tny&utm_campaign=generalsocial&utm_medium=facebook&mbid=social_facebook O http://oursocialtimes.com/8-useful-social-media-statistics-for-2015/ R http://www.riverisland.com/inside-river-island/about-us T http://www.topshop.com/en/tsuk/category/about-us-80/home V http://www.vogue.co.uk/news/2014/11/06/zoella-full-interview-vogue-november-2014-issue http://www.theverge.com/2014/2/2/5370844/sensory-fiction-mit-media-lab-immersive-storytelling-concept

131


132


appendices 133


Launch Marketing Plan 134


LAUNCH MARKETING BUSINESS PLAN (Year 1) Month

April

May

June

July

August

September

October

November

December

January

February Totals

Manufacturing Costs

4,200

4,200

0

0

0

4,200

4,200

0

0

0

4,200

4,200

25,200

Total Marketing Costs

4,200

5,700

8,700

7,950

5,950

10,950

5,950

5,950

5,950

7,950

10,200

10,200

89,650

0

0

0

5,965

5,965

5,965

5,965

5,965

5,965

5,965

5,965

5,965

53,685

-8,400

-9,900

-8,700

-1,985

15

-9,185

-4,185

15

15

-1,985

-8,435

-8,435

-61,165

0

1,000

1,000

250

250

250

250

250

250

250

500

500

4,750

200

200

200

200

200

200

200

200

200

200

200

200

2,400

0

0

0

5,000

5,000

5,000

5,000

5,000

5,000

5,000

5,000

0

40,000

Campaign Launch

2,000

2,000

0

0

0

0

0

0

0

0

2,000

2,000

8,000

Media Campaign

0

0

5,000

0

0

5,000

0

0

0

0

0

5,000

15,000

Sales Revenue Profit / Loss Website Social Media Collaborations Marketing Costs

March

Direct Marketing

0

2,500

2,500

2,500

500

500

500

500

500

2,500

2,500

2,500

17,500

launch party

2,000

0

0

0

0

0

0

0

0

0

0

0

2,000

Total Mktg Costs

4,200

5,700

8,700

7,950

5,950

10,950

5,950

5,950

5,950

7,950

10,200

10,200

89,650

Capital Investment

£114,850.0

Profit / Loss

-£61,165.0

135


Extended Range Plan 136


Range Plan for Plain Collab’s Lazy SS16 Womens collection Casual Surf Collection A/W 2012/13 STYLE Draped dress

Shirt

Pleated dress

Apron Top

SKETCH

FABRIC 100% Polyester

100 % Cotton

100% Polyester

100% Polyester

COLS

SIZES

RRP

Actual

Margin

Total

Total

£

Cost

achieved

quantity

Cost

Total Total Retail

Margin

Dusky Pink

Age 10-16

£20.00

£7.00

65.00%

30

£210.00

£600.00

65.00%

Blue

Age 10-16

£20.00

£7.00

65.00%

30

£210.00

£600.00

65.00%

Beige

Age 10-16

£15.00

£4.50

70.00%

30

£135.00

£450.00

70.00%

White

Age 10-16

£15.00

£4.50

70.00%

40

£180.00

£600.00

70.00%

White

Age 10-16

£25.00

£8.00

68.00%

25

£200.00

£625.00

68.00%

Navy Blue

Age 10-16

£25.00

£8.00

68.00%

25

£200.00

£625.00

68.00%

Blue &

Age 10-16

£12.00

£4.50

62.50%

35

£157.50

£420.00

62.50%

Age 10-16

£12.00

£4.50

62.50%

35

£157.50

£420.00

62.50%

Dark Grey

Age 10-16

£20.00

£7.00

65.00%

20

£140.00

£400.00

65.00%

white

Age 10-16

£20.00

£7.00

65.00%

25

£175.00

£500.00

65.00%

Beige

Age 10-16

£18.00

£7.00

61.11%

20

£140.00

£360.00

61.11%

white Beige & pink Boxy jumper

Pleated skirt

80% Acrylic, 20% Nylon

100% Polyester

137


white

Age 10-16

£20.00

£7.00

65.00%

25

£175.00

£500.00

65.00%

Pleated skirt

100% Polyester

Beige

Age 10-16

£18.00

£7.00

61.11%

20

£140.00

£360.00

61.11%

Culottes

100% Polyester

Dark cream

Age 10-16

£20.00

£6.50

67.50%

20

£130.00

£400.00

67.50%

Age 10-16

£20.00

£6.50

67.50%

20

-2862.96%

£400.00

107.16%

Blue

Age 10-16

£30.00

£12.00

60.00%

20

£240.00

£600.00

60.00%

Dark Grey

Age 10-16

£30.00

£12.00

60.00%

20

£240.00

£600.00

60.00%

White &

Age 10-16

£10.00

£4.00

60.00%

35

£140.00

£350.00

60.00%

Age 10-16

£10.00

£4.00

60.00%

35

£140.00

£350.00

60.00%

Dusky Pink

Age 10-16

£28.00

£10.00

64.29%

20

£200.00

£560.00

64.29%

Cream

Age 10-16

£28.00

£10.00

64.29%

25

£250.00

£700.00

64.29%

Age 10-16

£30.00

£11.00

63.33%

20

£220.00

£600.00

63.33%

Age 10-16

£30.00

£11.00

63.33%

20

£220.00

£600.00

63.33%

& mint White & grey

Co-ord

66% Viscose, 34% Nylon

set

cropped

100% Polyester

cross over top

lilac White & mint

Full skirt

Jacket

63% Polyester, 37% Viscose

80% Polyester, 15% Viscose, 5% Elastane White & mint

138

White & peach


Jacket

80% Polyester, 15% Viscose, 5% Elastane White &

Age 10-16

£30.00

£11.00

63.33%

20

£220.00

£600.00

63.33%

Age 10-16

£30.00

£11.00

63.33%

20

£220.00

£600.00

63.33%

Age 10-16

£15.00

£5.50

63.33%

25

£137.50

£375.00

63.33%

Age 10-16

£15.00

£5.50

63.33%

25

£137.50

£375.00

63.33%

Black

Age 10-16

£17.00

£6.00

64.71%

40

£240.00

£680.00

64.71%

Navy

Age 10-16

£17.00

£6.00

64.71%

40

£240.00

£680.00

64.71%

Light blue

Age 10-16

£17.00

£6.00

64.71%

40

£240.00

£680.00

64.71%

Black

Age 10-16

£14.00

£5.00

64.29%

40

£200.00

£560.00

64.29%

Navy

Age 10-16

£14.00

£5.00

64.29%

40

£200.00

£560.00

64.29%

Light blue

Age 10-16

£14.00

£5.00

64.29%

40

£200.00

£560.00

64.29%

Black

Age 10-16

£16.00

£5.50

65.63%

40

£220.00

£640.00

65.63%

Navy

Age 10-16

£16.00

£5.50

65.63%

40

£220.00

£640.00

65.63%

Light blue

Age 10-16

£16.00

£5.50

65.63%

40

£220.00

£640.00

65.63%

Light Grey

Age 10-16

£12.00

£4.50

62.50%

25

£112.50

£300.00

62.50%

white

Age 10-16

£12.00

£4.50

62.50%

25

£112.50

£300.00

62.50%

Black

Age 10-16

£12.00

£4.50

62.50%

30

£135.00

£360.00

62.50%

mint White & peach

Cross over

100 % Cotton

shirt

White & lilac White & mint

Ripped Skinny

89% Cotton, 8% Polyester, 3% Elastane

Jeans

Skinny Jeans

Boyfriend

89% Cotton, 8% Polyester, 3% Elastane

89% Cotton, 8% Polyester, 3% Elastane

Jeans

Jersey Dress

51% Viscose, 49% Polyester

139 51% Viscose, 49% Polyester Flower Print

White & Light blue

Age 10-16

£18.00

£7.00

61.11%

25

£175.00

£450.00

61.11%


white

Age 10-16

£12.00

£4.50

62.50%

25

£112.50

£300.00

62.50%

Black

Age 10-16

£12.00

£4.50

62.50%

30

£135.00

£360.00

62.50%

White &

Age 10-16

£18.00

£7.00

61.11%

25

£175.00

£450.00

61.11%

Black

Age 10-16

£10.00

£3.50

65.00%

30

£105.00

£300.00

65.00%

white

Age 10-16

£10.00

£3.50

65.00%

30

£105.00

£300.00

65.00%

lilac

Age 10-16

£10.00

£3.50

65.00%

25

£87.50

£250.00

65.00%

White &

Age 10-16

£15.00

£5.00

66.67%

20

£100.00

£300.00

66.67%

Age 10-16

£15.00

£5.00

66.67%

25

£125.00

£375.00

66.67%

97% Cotton, 3% Elastane

Khaki Green Age 10-16

£25.00

£9.00

64.00%

25

£225.00

£625.00

64.00%

51% Viscose, 49% Polyester

Light Grey

Age 10-16

£15.00

£5.00

66.67%

25

£125.00

£375.00

66.67%

51% Viscose, 49% Polyester

Navy &

Age 10-16

£8.00

£3.00

62.50%

30

£90.00

£240.00

62.50%

Age 10-16

£8.00

£3.00

62.50%

25

£75.00

£200.00

62.50%

Age 10-16

£20.00

£7.50

62.50%

20

£150.00

£400.00

62.50%

51% Viscose, 49% Polyester Flower Print

Light blue

Dress

Crop top

A-Symetric

100% Polyester

100 % Cotton

Shirt

Pink white

Bomber Jacket

Turtle Neck Dress

Marinère

white

Burgundy & white

140 Shirt Dress

100 % Cotton

Black & white


Age 10-16

£8.00

£3.00

62.50%

25

£75.00

£200.00

62.50%

Age 10-16

£20.00

£7.50

62.50%

20

£150.00

£400.00

62.50%

white

Age 10-16

£20.00

£7.50

62.50%

25

£187.50

£500.00

62.50%

white

Age 10-16

£12.00

£4.50

62.50%

30

£135.00

£360.00

62.50%

Black

Age 10-16

£12.00

£4.50

62.50%

30

£135.00

£360.00

62.50%

Navy

Age 10-16

£12.00

£4.50

62.50%

30

£135.00

£360.00

62.50%

Light blue

Age 10-16

£12.00

£4.50

62.50%

30

£135.00

£360.00

62.50%

Black

Age 10-16

£25.00

£9.00

64.00%

25

£225.00

£625.00

64.00%

£867.00 £310.50

64.96%

1,465

£8,361.37

£23,865.00

64.96%

Burgundy & white Shirt Dress

100 % Cotton

Black & white

Frayed

100 % Cotton

Shorts

Leather

100% Polyurethane

biker jacket

TOTAL

141


Photos From The Shoot 142


143


144


145


146


147


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