Visual Essay: Instagram Icons by Alice Walker

NEXT GENERATION INSTAGRAM

ICONS

Fig.1.

Alice Walker Word Count: 2697

â&#x20AC;&#x153;We have no choice but to be drawn to images. Our brains are beautifully wired for the visual experienceâ&#x20AC;?(Malamed, 2009)

CONTENTSS INTRODUCTION LILY-ROSE DEPP

2-9

SOFIA RICHIE

10-17

AMANDA STEELE

18-21

KEY ISSUESÂ

22-23

CONCLUSION

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1 Fig.4.

The usage of social media by brands is increasingly becoming the top marketing technique. It encourages customers to interact with brands which builds the brands awareness, involvement and engagement; therefore, adding to brand recall and stimulating purchases. Mark Zuckerberg wrote in 2012 that social media will lead to “the empowerment of people” which means the platform of Instagram being used for self-promotion comes as no surprise. This is a popular way of allowing self-expression online and in today’s society if we want to compete, we are required to have a real-life version and an online version of ourselves even if the two don’t necessarily align. This is the topic that will be examined in this essay, how the next generation are using Instagram to their advantage. In particular, the three current Instagram icons, Lily-Rose Depp, Sofia Richie and Amanda Steele and why fashion brands have noticed the potential of this marketing platform to collaborate with these young women. The research of Bulmer and Katz will be adopted to attempt to understand why and how people actively seek out specific media in order to satisfy specific needs. Also, Richard Dyer will be used to argue if these Instagram marketing techniques are used as an escapism for consumers and to set aspirational goals.

Lily-Rose Depp T

he Daughter of American actor Jonny Depp and French singer, actress and model Vanessa Paradis has made a name for herself by not only being a French/American actress but also an established model at the young age of 17. She began her acting career with a cameo role in “Tusk”, 2014, where she acted alongside her friend Harley Quinn Smith and her father. Last May, she was announced as the face of Chanel’s new fragrance No°5 L’Eau and in that same month, “The Dancer”, premiered at the Cannes Film Festival co starring Natalie Portman where the two are spiritualist sisters in 1930s France. She is referred to the new “it girl” in the fashion industry, starring in many front page magazines including British Vogue’s December issue, 2016.

Having kept a relatively low profile until she was 15 years old despite the media’s interest in her parents, the teenager made her first steps into the world of celebrity culture with an appearance at the Chanel Métiers d’Art Collection show in New York. Since then she has starred in four feature films, been on the cover of vogue and gained the position of a Chanel ambassador. After starring on the extravagant casino set of Chanel’s couture AW15 showcase in Paris, she has remained loyal to the brand on every major red carpet since, not to mention closing the runway show for Chanel in Paris, 2017. Her campaign television ad for Chanel “you know me, and you don’t” plays on the fact that her life is all over social media yet do you really know her?

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Instagram is her only social media platform and she has over 2.5m followers as shown by fig.10. She said to vogue that she is keen to keep an element of mystery alive “I‘ve really stopped using it in a personal way” “I never like revealing too much about myself. Once you start giving people that look into your life, then they just want more and more”. She told Love magazine (2016).“It is delicate being my age, and trying to do all the regular teenager stuff, and then having that in the spotlight, but I am grateful for what it brings and it is honestly a small price to pay to get to do what I want to do.”

“My biggest fear is people reading something or seeing something on one of those fake accounts and thinking that came out of my mouth...I am constantly afraid of getting hacked.”

“I’m very specific about what I put on social media” “But that’s also why I like social media, it feels like the only thing that I have to control my own image.”(Depp, 2016) She is protective over her identity, making it clear in her Instagram bio that all other accounts are “FAKE.” Is this her way of trying to control how she is percieved online?

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60 million images are uploaded to Instagram every day meaning it is much more crowded today, with everyone from luxury brands like Burberry to fast fashion to supermodel Kendall Jenner. To make it in the fashion industry, especially as a model it is extremely important to have a strong social media following as the number of followers you have is more important than anything on your CV. This is something Irska Lawrence (plus size model for Aerie) quickly realised after moving from London to New York to pursue her modelling career. “Originally my Instagram had a lot more family stuff, more about me as a person, but I’ve had to really scale that back because as a model, I have to get more followers.” Instagram enables us to put an aspirational front on our lives, to create our own brand, in a sense, like a personal magazine, meticulously curated based on things we like, or more often than not, things we know other people will like. This is why more and more brands are collaborating with Instagram or social media based icons in order to enhance their brand awareness and brand engagement due to the realisation of their immense following and therefore an increase in word of mouth marketing.

“Lily-Rose is a young girl from a new generation with all the qualities of a star.”(Lagerfeld, 2016)

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Fig.12. and 13. show Depp’s first fragrance campaign for Chanel, “You know me and you don’t.” She took to her Instagram account to post one of the images for the first time with the caption “thank you to the entire Chanel team for this incredible honour.” Instagram remains the social platform best-suited for fashion brands. “Twitter and Facebook just don’t have the engagement,” says Mediakix’s Asano, founder and chief executive officer of influencer marketing agency Mediakix.

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“The users of Instagram are out discovering and looking for fresh new content.” Instagram’s fashion fans are particularly active — a recent survey by the company showed the average European Instagrammer interested in high street fashion checks their feed 15 times a day and posts three times more often than the average user. What’s more, one in three Instagrammers say they have bought a fashion item they discovered on the platform, according to the same survey. 8

Instagram is the perfect platform for brands to build a stronger relationship with its customers and express themselves in their own unique way that reflects their personalised brand image. At this moment in time it is becoming more popular to blur the lines between traditional offline marketing techniques and new online, social media platforms. For example, getting an Instagramer to promote a company’s brand to it’s following is seen as more effective than advertising offline. This is because of the Millennial and GenZ generation wanting to make the buying decisions themselves and seeing others wearing something is much more powerful than a hard sell.

The first to pioneer this idea of converting online marketing to offline was Karl Lagerfield who invited fashion bloggers to seat front row at his 2012 fashion week in Paris, so it’s no surprise that he is a fan of Lily-Rose Depp. In figures 12 and 13 she is hiding behind the perfume bottle like she hides behind a screen, the glass has distorted her which is symbolic of how social media can also be deceiving to the public. Marketers know social media is an easy way to attract new customers and engage with them in a personal way, “It is an ideal chance for brands to have a voice through these channels and build a strong community in a cost effective way. “(Achenbach, 2012)

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Sofia Richie

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he 18 year old daughter of Lionel Richie and Diane Alexander has been followed by the spotlight since birth. She completed her first shoot with Teen Vogue aged 14 and has now landed modelling campaigns for the likes of Micheal Kors and walking for Kanye West’s line Yeezy. She’s been known for being photographed with Justin Bieber which increased her social media following as well as recently campaigning with Boohoo. The brands like Boohoo are for Generation Z, cheap, disposable and fast, bringing the new wave of online-only retailers proving that fast fashion is only getting faster. Shopping has morphed from a high-street industry based on accessibility and affordability to an increasingly online model which encourages risk and whim. These clothes are so cheap you can afford to risk buying them without trying them on.

Ever-increasing prices at Topshop have created a gap in the market for cheaper newcomers. This used to be Asos, and arguably still is, but the online retailer that is the largest in the UK has inspired smaller, cheaper, younger versions in a similar mould. Boohoo is geared towards millennials and GenZ, and also because it’s less catwalk-led and more inspired by the red carpet, it appeals to the social media generation. If we’re buying online it’s because we want a quick solution, possibly a last-minute party, these brands fill that hole. Therefore, Sofia Richie is the perfect spokesmodel for a brand like Boohoo because she is relatable to the 17-21 target market and seeing her wearing something from the brand on her Instagram is a better marketing technique than any other offline advert could possibly be.

“Self-assured and successful — the youngest member of Richie dynasty is ready to rule.” (Walker, 2016)

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Fig .17. shows Sofia Richie walking in the Dolce and Gabbana Fall 2017 fashion show. The brand uses the right marketing for Millennials. Sylvester Stallone’s daughters Sophia, and Sistine, Lionel Richie’s daughter Sofia Richie and social media star Cameron Dallas walked the runway. “The collection includes playful emojis, embellishments, Harajuku and humanized animal motifs- encompassing all the fun things for Milllennials.” (Daily Mail, 2017)

For decades, the runways of fashion shows were populated by professional models whose relative anonymity allowed viewers to focus on the clothes. But at a time when social media influence is at a premium for designers seeking buzz for their shows, that is less and less often the case. At Dolce & Gabbana’s men’s show in Milan, social media stars took to the runway. With the show, each photo on the brand’s Instagram account used the hashtag “#DGMillennials.”

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“In this interconnected world where both access and exposure are more abundant than ever before, it is natural for some houses to implement new ways to communicate with their current and future consumers in a more radical marketing language,” says Vicky Yang, digital strategy manager of The Society Management. Richie has over 2 million followers on Instagram and she told Wonderland magazine that “Being myself is what attracts people,” she says decidedly. “Not really caring and having fun.” “I enjoy posting what I like, obviously, and getting positive feedback is always great,” says Richie via email from the Paris Couture shows. “I love how sometimes that leads to helping someone who was stuck creatively with an outfit choice.” The question in everyone’s mind is if social media is now the new “vogue” as audiences now head to platforms like Instagram to seek out the latest fashion shows/trends.

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he psychological factors behind the success of marketing techniques on Instagram comes from the Uses and Gratification theory (Katz, 1959) which addresses the issues of media choice and consumption and of what people do with the media rather than what the media does to the people. It was broken down into four specific needs (personal, information, entertainment and social) that audiences seek out in order to fulfil. Therefore, Instagram is used as a perfect tool to address the need of social interaction. “People love to talk, and they love using social media because they want to be heard and to gain a sense of their importance in the world” (Bueno, 2007). The way brands market themselves on Instagram opens up the comment sections for any kind of feedback the public wish to give. This can also create communities within the brand and spark a sense of belonging. According to Matthew Lee (2006) the most common reason for users to join community groups and start sharing opinions about brands is for their own satisfaction and because they feel that it is their responsibility to tell others about their experiences. Brands want a growing community online in order to engage with more people and raise their profile. “Marketers must focus on the interaction with the user and pursue advertisement in a more dialogical form” (Absatzwirtschaft, 2010)

An example of this done well comes from Tim Coppens. He was one of the first designers to use Instagram Live to stream his show in Florence, Italy, 2017. The feature, which launched back in November 2016, allows users to broadcast live, similar to Facebook Live but without the option to replay the footage afterwards. Once streamed, the show disappears from Tim Coppens’ account and will not be viewable again, something the designer describes as raw and direct. “Now you just have your iPhone and you just stream it and boom,” Coppens tells Business of Fashion. “It’s not like [it is] produced or anything, but I think that is also the beauty of it, so that it’s right there happening.” Instagram Live will help create more of a fun-orientated and casual story-telling element to the platform, says Eva Chen, Instagram’s head of fashion partnerships. “I think there are a lot of different cool ways for people to use [Instagram] Live, it’s just going to be what fits for your brand voice, what works for your brand voice, what will your followers be entertained by and what would they want to see most,” she says. “I do anticipate there will be a lot of people having fun with it, experimenting with it. I think it will [generate] next level engagement, especially as it is considered more low-risk because the moment you press ‘End Video,’ it’s poof — gone,” Chen explains. (Business of Fashion, 2017) However you could argue that this creates more risk for marketers becoming careless with the mind set that it will only be there for a short period of time.

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â&#x20AC;&#x153;People love to talk, and they love using social media because they want to be heard and to gain a sense of their importance in the world â&#x20AC;&#x153;(Bueno, 2007).

Amanda Steele

Fig.23.

“17 year old content creator from Southern California, is one of the most successful and highly sought after digital stars to date. Since making her debut on YouTube at just ten years old, Amanda has produced content on both her own channel and other platforms, including Verizon’s Go90 and AwesomenessTV’s YouTube channel. Over the course of her career on YouTube, we’ve watched Amanda Steele mature from an adorable adolescent to a winsome young woman. Her creativity coupled with her knack for business has translated into the successful brand she has built and continues to build.” (IMG Models, 2016) Recently, she starred in the upcoming AwesomenessTV/Go90 series, “Guidance” opposite Michelle Trachtenberg from Gossip Girl, and released her docuseries, “The Social Life with Amanda Steele.”

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Upon signing with IMG Models, Amanda was shot by Michel Comte for Vogue Italia, and now has been featured by Teen Vogue, V Magazine, CR Magazine, W Magazine, Seventeen, and Nylon. In September 2016 she partnered with Maybelline to cover New York Fashion Week and successfully co-lead the make-up for the Rebecca Minkoff show alongside celebrity make-up, Gato. She has taken part in various beauty panels across the country and worked with international brands such L’Oreal Paris, Neutrogena, Target, and Quay. “She is also a budding actress, and splits her time in LA between studying for acting auditions and creating digital content.”(IMG Models, 2017) She has the highest number of following on Instagram at 2.7 million.

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teele said she is doing something no one has done before by parlaying YouTube success into a modelling career. “When I started going online, it was because I didn’t really fit in other places,” she told W magazine (2016) “I’d rather go online and talk to people who liked the same things as me, than talk to people at my school,” she added. “But I realized that what I do and am passionate about actually matters. It made me more confident and able to deal with people tearing you down.” “It forced me to know who I am and be comfortable with myself.” Like Sofia Richie, Amanda Steele has done modelling jobs for Boohoo and Teen Vogue. “Who knows, maybe this generation of YouTubers will be the next A-list celebrities. It changes so fast that I can’t even tell what’s happening. I was literally just making videos in my bedroom,” she said. “I think that digital stars are going to go into more traditional roles. It makes sense for them to express themselves in the ways that they like and find their true passion.” She gets invited to many runway shows and posts them to her Instagram stories. For New York Fashion Week in 2016 she was invited by twitter to take part in its #FashionFlock to attend the shows, be styled by designers - and share her experience on Twitter.

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“Social media is inherently changing the format of New York Fashion Week: photos and videos of NYFW events are being shared on social in real-time and customers don’t want to wait six months to purchase,” said Juliet Carnoy, marketing manager at Pixlee. The major social media platforms are betting video will become all the rage. This is the “buy-now” movement, which sees brands from Club Monaco to Tom Ford showing in-season options that can be bought right away. ”Expect to see brand Snapchat and Instagram Stories takeovers by key influencers, Instapits similar to those at the Tommy Hilfiger show last year, and more,” Carnoy said. “Some luxury brands are forgoing NYFW altogether.” For example In February, Misha Nonoo presented her entire collection on Instagram; last season, she presented an edit of her fall 2016 collection with a “live look book” on Refinery29’s Snapchat account. “It will be exciting to see where brands choose to feature their behind-the-scenes, exclusive content, and that should also serve as a good indication of where luxury fashion brands see the future of their social content,” said L2 research associate Elizabeth Elder. (WWD Fashion’s social scene: posting the week away)

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Richard Dyer, the media theorist could say that these “next generation Instagram icons” are so popular because they are very open characters, relating to his “Utopian Pleasures” theory which states entertainment forms are pleasurable because they allow a kind of fantasy, escape from reality. Posting to their accounts at such a young age (fig.29.) is relatable to many 17 and 18 year olds as they can often feel stamped out of society so they look to them and know that they can in fact have a voice online and use it in an expressive way. In particular, Steele worked her way up by starting on YouTube at the age of 10 to now having 3 million subscribers. Their stories are very compelling to their audiences and this gives the audience a sense that things will get better and lessens the social inadequacy of manipulation in marketing, being aware of advertising ploys which can often push the younger target market away. The images used here plays on this open character personality as she is in quite a casual surrounding with rust around her and in both she comes across as very relaxed with the hunched back and the effortlessly placed hands. The denim she is wearing shows connotations of her youthfulness and the outfits aren’t anything extreme so is again relatable to her followers. She’s looking directly into the camera creating a sense of connection between the viewer and the model. The power of social media celebrities in marketing is their ability to relate and connect with their following so therefore they have a strong social currency and can affect buying behaviours.

However, there can be issues with social media marketing. One of the latest examples comes from Louis Vuitton. After a user created a parody to criticise the brand’s image, the only thing Louis Vuitton did was to threaten the user and to sue him for defamation. (Owyang, 2012) As more and more people joined in the conversation against the brand, Louis Vuitton learned the hard way that social media was made for people, not brands. “The technology of Web 2.0 empowered marketers and made it easier to reach the customers but it has also empowered the consumer. “(Fournier and Avery, 2011) So, this holds the question to whether marketers still have power over their products? Consumers are able to share easily and quickly their dissatisfaction and complaints as mentioned in the case of Louis Vuitton, brands can find themselves quickly at the centre of a storm of critics. The second issue that can arise is Kendal Klein’s thesis titled “why don’t I look like her? The impact of social media on the female body image.” She argues that the “ubiquitous and enduring nature” of social media has more of “detrimental impact to the body image concerns of college aged women than advertising or the media. ”There are apps in the market which can change everything from your eye colour to the blemishes on your skin. At least most people realise that magazines have been airbrushed, but young girls are looking at selfies on Instagram and not realising that some people are using apps to totally change what they look like.”

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CONCLUSION

hese three Instagram icons and social media stars in general have had a huge impact on fashion marketing and branding. Brands choose to collaborate with these celebrities because there is so much advertising out there, they need something to position themselves differently in the market. Therefore, which better celebrities to pick than those already having such a strong following and tight relationship with their audiences. Lily-Rose Depp, Sofia Richie and Amanda Steele all have such high social currency and therefore a strong selling power. One of the ways that they use this platform is to publicise the launches of their new campaigns “so excited to announce my new @tommyhilfiger campaign” (Sofia Richie, 2017, Instagram.) Therefore, this allows consumers to have their fingers on the pulse, creating an illusion that they’re ahead of the game in knowing what’s happening in the world of fashion. This allows the consumer to feel empowered by the exclusivity and engagement between the customer and the brand/model. Not only does Instagram empower the customer but it has also given these three young women the chance to empower themselves and have a voice of their own.

Although “Marketers should not fully transfer the control to the customer and be slaves of influence.” (Achenbach,2012) Meaning that they shouldn’t become complacent of trying to please the people because of the fear it might spark a social media storm. This could lead to the brand blurring into the background or being forgotten about as there is greater competition for an audience’s visual attention. In a world where the next generation are so advanced in reading images, more empowered, entrepreneurial and just creative, brands can’t afford to take a back seat. Generation Z don’t like to be labelled and see themselves as the genreless generation. Marketers and brands can’t put consumers in the same buckets they once did because in the world of social media, there is no limits to the identity you chose to have. The visual landscape in fashion is becoming more diverse and willing to give opportunities to less generic celebrities and more relatable, social media stars like the ones mentioned in this essay. Brands need to be more accepting of the overlap between the fashion industry and social media marketing, using it to their advantage including around the clock customer service and next level brand engagement.

I confirm that this work has gained ethical approval and that we have faithfully observed the terms of approval in the conduct of this project. Signed ………………………………….. Date……….

List Of Illustrations Fig.1. Sofia Richie Jacket FENDI, shorts HILFIGER COLLECTION RES17, Wonderland Magazine (2016) available at: http://www.wonderlandmagazine. com/2016/12/sofia-richie/ Fig.2. Lily-Rose Depp of Planetarium, InStyle (2016) available at: http://www.instyle.com/awards-events/film-festivals/toronto-international-film-festival/ instyle-2016-exclusive-portraits#1473822 Fig.3. Sofie Richie headshot, DailyMail (2014) available at: http://www.dailymail.co.uk/femail/article-2867137/Lionel-Richie-s-schoolgirl-daughter-latest-celebrity-offspring-fashion-world-storm-lands-modelling-deal.html Fig.4. Amanda Steele headshot, Instagram (2016) available at: https://www.instagram.com/p/BIqCKtFBlGH/ Fig.5. Lily-Rose Depp Chanel eyewear campaign, Vogue (2017) available at: http://www.vogue.co.uk/gallery/lily-rose-depp-first-chanel-campaign Fig.6. Lily-Rose Depp the new face of Chanel No. 5 Lâ&#x20AC;&#x2122;eau, Instagram (2016) available at: https://www.instagram.com/p/BFvup1MhaBI/ Fig.7. Lily Rose Depp, Pinterest (2016) available at: https://uk.pinterest.com/pin/320811173441231584/ Fig.8.Lil-Rose Depp, Tumblr (2016) available at: http://dailylilydepp.tumblr.com/image/127559133494 Fig.9. Lily-Rose Depp at Paris Fashion Week, Getty images (2016) available at: https://www.popsugar.co.uk/celebrity/photo-gallery/38696400/im age/38696392/Lily-Rose-Depp-Paris-Fashion-Week-Pictures-2015 Fig.10. Lily-Rose Depp own Instagram screenshot, (2017) Fig.11. Cannes 2016 Portraits by Benoit Peverelli for Madame Figaro, Dâ&#x20AC;&#x2122;SCENE Publishing (2016) available at: http://www.designscene.net/2016/06/benoit-peverelli-madame-figaro.html?utm_source=bloglovin.com&utm_medium=feed&utm_campaign=Feed:+DesignScene+(Design+Scene) Fig.12. Lily-Rose Depp Chanel No.5 Debut, Vogue (2016) available at: http://www.vogue.co.uk/article/lily-rose-depp-chanel-no5-fragrance-campaign Fig.13. Lily-Rose Depp Chanel No.5 Debut, Vogue (2016) available at: http://www.vogue.co.uk/article/lily-rose-depp-chanel-no5-fragrance-campaign Fig.14. Sofia Richie Hilfiger collection, Wonderland magazine (2016) available at: http://www.wonderlandmagazine.com/2016/12/sofia-richie/ Fig.15. Sofia Richie Hilfiger collection, Wonderland magazine (2016) available at: http://www.wonderlandmagazine.com/2016/12/sofia-richie/ Fig.16. Sofia Richie Hilfiger collection, Wonderland magazine (2016) available at: http://www.wonderlandmagazine.com/2016/12/sofia-richie/ Fig.17. Sofia Richie walking down the Dolce & Gabbana runway show, DailyMail (2017) available at: http://www.dailymail.co.uk/tvshowbiz/article-4120220/ Brooklyn-Beckham-s-former-flame-Sonia-Ben-Ammar-looks-effortlessly-stylish-walks-Dolce-Gabbana-alongside-Sofia-Richie-Milan-Men-s-Fashion-Week.html Fig.18. Sofia Richie own Instagram screenshot, (2017) Fig.19. Sofia Richie Hilfiger collection, Wonderland magazine (2016) available at: http://www.wonderlandmagazine.com/2016/12/sofia-richie/ Fig.20. Sofia Richie Hilfiger collection, Wonderland magazine (2016) available at: http://www.wonderlandmagazine.com/2016/12/sofia-richie/ Fig.21. Sofia Richie for Vogue Me, Vogue (2016) available at: http://www.fashiongonerogue.com/sofia-richie-vogue-china-me-margaret-zhang/ Fig.22. Sofia Richie for Vogue Me, Vogue (2016) available at: http://www.fashiongonerogue.com/sofia-richie-vogue-china-me-margaret-zhang/ Fig.23. Amanda Steele , IMG Models (2016) available at: http://www.imgmodels.com/portfolio/new-york/talent/model?mid=17091 Fig.24. Amanda Steele Bello Magazine (2016) available at: http://www.bellomag.com/steele-her-style-amanda-steele/ Fig.25. Amanda Steele Bello Magazine (2016) available at: http://www.bellomag.com/steele-her-style-amanda-steele/ Fig.26. Amanda Steele, Instagram (2016) available at: https://www.instagram.com/p/BPMJ_zVBZp7/ Fig.27. Amanda Steele for Mane Addicts (2016) available at: https://www.instagram.com/p/BEEcLY7Amow/ Fig.28. Amanda Steele , IMG Models (2016) available at: http://www.imgmodels.com/portfolio/new-york/talent/model?mid=17091 Fig.29. Amanda Steele own Instagram screenshot (2017) Fig.30. Amanda Steele , IMG Models (2016) available at: http://www.imgmodels.com/portfolio/new-york/talent/model?mid=17091 Fig.31. Amanda Steele , IMG Models (2016) available at: http://www.imgmodels.com/portfolio/new-york/talent/model?mid=17091 Fig.32. Sofia Richie Hilfiger collection, Wonderland magazine (2016) available at: http://www.wonderlandmagazine.com/2016/12/sofia-richie/

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Bibliography Articles Cheng, A. (2016) Lily-rose Depp makes her runway debut at Chanel’s Pre-Fall 2017 show. Available at: http://www.instyle.com/news/lily-rose-depp-modelrunway-debut-chanel-metiers-dart-2017-show (Accessed: 23 January 2017). Dacre, K. (2017) Lily-rose Depp joins Kendall Jenner and Bella Hadid on Chanel runway. Available at: http://www.standard.co.uk/fashion/news/lilyrosedepp-joins-kendall-jenner-and-bella-hadid-on-chanel-couture-runway-in-paris-as-karl-a3448281.html (Accessed: 24 January 2017). Kuecha, K. (2015) The difference between generation Z and Millennials. Available at: http://gordontredgold.com/2015/06/08/the-difference-between-generation-z-and-millennials/ (Accessed: 2 February 2017). Low, E. (2015) ‘Gen Z Ready To Buy’, Investor’s business daily, 22 June, . Rodriguez, A. (2015) INFORMED BY MILLENNIAL MISSES, BRANDS RETOOL FOR GEN Z. Available at: http://search.proquest.com/ docview/1682251045?accountid=14693&rfr_id=info%3Axri%2Fsid%3Aprimo (Accessed: 2 February 2017). Schlossberg, M. and Insider (2016) Teen generation Z is being called ‘millennials on steroids,’ and that could be terrifying for retailers. Available at: http:// uk.businessinsider.com/millennials-vs-gen-z-2016-2?r=US&IR=T/#teens-hate-feeling-like-theyre-disrespected-and-when-things-dont-work-millennials-dontget-as-angry-when-things-break-9 (Accessed: 2 February 2017).

Books Dibb, S. Simkin, L. Pride, W. & Ferrell, O. (2006), Marketing: Concepts and Strategies, 5th European Edition, Houghton Mifflin Klein, N. (2005) No Logo. Great Britain: Flamingo.

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Social Media Amanda Steele (@amandasteele) • Instagram photos and videos. Available at: https://www.instagram.com/amandasteele/?hl=en (Accessed: 30 January 2017) Amanda Steele (no date) Available at: https://www.youtube.com/user/MakeupbyMandy24 (Accessed: 25 January 2017). Amanda Steele (@makeupbymandy24) twitter Available at: https://twitter.com/MakeupbyMandy24?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor (Accessed: 25 January 2017). Lily-Rose Depp (@lilyrose_depp) • Instagram photos and videos. Available at: https://www.instagram.com/lilyrose_depp/?hl=en (Accessed: 30 January 2017) Sofia Richie (@sofiarichie) • Instagram photos and videos. Available at: https://www.instagram.com/sofiarichie/?hl=en (Accessed: 30 January 2017) Sofia Richie (@sofiarichie) twitter Available at: https://twitter.com/sofiarichie (Accessed: 25 January 2017). Wino (2017) Lily-rose Depp - french and English interviews part 2 (fall 2016). Available at: https://www.youtube.com/watch?v=buliTxnwK2c (Accessed: 30 January 2017).

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