Innovative Development of Fashion Business Attire for Office Ladies in Hong Kong - Final Stage by Alicia Chan

S TAG E 3

Innovative Development of Fashion Business Attire for Office Ladies in Hong Kong

The marketing proposal aims to revitalise the market and promote the business attire market culture by encouraging the office ladies to wear more appropriate to work.

Fig. 1. Vintage Vibes (2019)

Nottingham Trent University School of Art & Design Institute of Vocational Education – Hong Kong

ifb

2019 / 2020

Module: Fashion Concepts and Innovation Project – Stage 3

IVE

Module reference: FASH30006 Module Leader: Magnum Lam

Fashion Concepts and Innovation Project Declaration This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement prove to be untrue, I recognise the right and duty of the Board of Examiners to recommend what action should be taken in line with the University’s regulation on assessment contained in its handbook. I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

Signed

……………(Full Name) Chan Alicia Sin Yu (N0901352)

Date ……8th June, 2020………………………………… (Word Count: ___6083__________)

CO N T E N T

Fig. 2. Still Life pt.I (n.d.)

Cover

-------------------------- 01

Declaration Form

------------------- 02 - 03

Content

------------------- 04 - 05

Part A - Introduction

------------------- 06 - 09

Summary of Stage 1 and 2

-------------------------- 10

Literature Review

---------------------- 11 - 19

Methodology

---------------------- 20- 21

Summary of Primary and Secondary Research

-------------------------- 22

Part B - Marketing Proposal

-------------------------- 23

Market Environment Analysis - PEST

-------------------- 24 - 32

Market Environment Analysis - Ansoff Matrix

------------------------- 33

Business Model Introduction

------------------- 34 - 35

Market Objectives

------------------------- 36

Target Customer and Positioning

--------------------- 37-43

Market Strategies

------------------------- 36

Implementation Plan

------------------- 62 - 63

Conclusion

------------------- 64 - 65

Reference

------------------- 66 - 83

I N T RO D U C T I O N - Part A Flexible business attire is the trend. Nowadays, professionals wear casual to work, such as lawyer and bankers are allowed to wear much casual business attire to work. Unless they have to meet with clients (SCMP, 2006), it is because flexible attire raises employee satisfaction and boost their morale with higher productivity to work (Karl, Hall and Peluchette, 2013). The business attire market has been shifting from formal to casual. The bottom line of business casual is ambiguous and confusing. The Google research data pointed out that the search of “business casual examples” has been increased by 133% and the research of “smart casual dress code” has been increased 143% in the U.S. (Think with Google, 2019). The business attire market is in the recession stage with a potential problem. The sales performance of the business attire market is decreasing. For example, the sales of the formal wear market dropped at least 6% each year by year. (The Guardian, 2019; The Guardian, 2019). Besides, according to the research of SHRM, there are more than 60% of the U.S. company allow their employees to wear business casual to work (Forbes, 2019).

Furthermore, the coronavirus, Covid-19 pandemic in 2020 has changed the world and the way people lives. It had pulled the trigger for attire from formal to casual. There are social distancing and stay at home measure to keep people away from spreading the virus. For instance, 176,600 Hong Kong Government civil servants allowed to work from home during the pandemic (ChinaDaily, 2020). The workplace environment has been changed, which switches from office to home. The business attire morphed to pyjamas or informal clothing during this situation. Also, as the rise of video meetings, people still need to dress up their “above-the-keyboard” dressing for video meetings. According to these changes, the tops of business attire market may increase (The Washington Post, 2020). People may start reflecting on their needs and purpose of business attire. However, dressing up to work could bring positive implications. Proper business attire can boost the employee’s productivity at work, presents their respect to the job, and more concentrated while working from home. Therefore, people are encouraged to dress more appropriate to work.

Fig. 3. Mandypierce (n.d.)

Fig. 4. Abovethanorm (n.d.)

Given this situation, the business attire culture has been changed, such as customerâ&#x20AC;&#x2122;s behaviour and preferences on business attire. Therefore, the purpose of this study aims to revitalise the business attire market and promote the symbolic meaning of business attire. This study will redefine business attire according to the market changes. Hence, encourage people to wear properly at work by promoting the value of business attire. However, this study will propose a market strategy to help the market adapt to the current changes and provide customized services to encourage office ladies to dress up to work. The research questions include:

Fig. 5. Classy-lovely (n.d.)

1. How do customers value business attire? 2. What are their preferences and concerns while purchasing business attire? 3. How would the customers choose your business attire? 4. Any difficulties while choosing business attire to work?

S U M M A RY O F S TAG E 1 A N D 2 The problem existing in the market, the value of business attire has been investigated in stage 1 and 2. Literature review in the background, implications, consumer preferences and shopping behaviour of business attire has been researched. However, none of the literature reviewed the problem existing in the business attire market. Therefore, it has been studied in Stage 2 through primary research.

Nowadays, the problem in business attire market is becoming more apparent due to the pandemic situation in 2020. In stage 3, this research aims to create a marketing platform which encourages people to wear more appropriately, help the customer to find their style, and adapt the latest working environment.

In the previous research, it is discovered that business attire has significant impacts on the employee, such as respect to the job, impress others and with positive self - perception. It is believed that the employee needed business attire to selfmonitoring with discipline. Besides, the employee usually wears business casual to work. They tend to choose the easy to mix and match products, and most of them cannot find their style. Also, their biggest motivation in purchasing business attire is services, and they are price sensitive. Therefore, market strategies to provide styling advice with better customer services has been suggested. It is believed that the new market strategies can improve the business attire culture, help the customer wear suitable and comfortable attire to work, and understand the importance of it.

Fig. 6. Modedamour (n.d.)

L I T E R AT U R E R E V I E W

A comprehensive literature review and primary research has been done in stage 2 with a preliminary finding. For more detailed summary, please find the below chart.

Summary

Fig. 7. Modedamour (n.d.)

The traditional suit starts from everyday wear to attire for working-class (Cottenden, 2019:241; Barry and Weiner, 2019). The most significant impact of business attire was the American designers adapted the traditional English male fashion into male fashion, such as Brooks Brothers (Templeton, 2013). However, Power suit has a powerful influential on women business attire, and women have more mix and match combination compared to men. Besides, business attire presents information about employee personality as professionals, and it is part of their role performance (Rafaeli et al., 1997). It can maintain the employee working performance through suitable company dress code (Peluchette and Karl, 2007). Furthermore, the three main types of business attire have been defined through literature, which is business formal, business casual and casual attire. Also, the most significant implication of business attire is to show their personality, impress people around them, better decorum, show their respect to the job and ask people to respect (Biecher, Keaton and Pollman, 1999; Simmons, 1996; Cardon, and Okoro, 2009). However, for the main concerns of the customer while consuming at fashion products will be the image of the product, since it could present their ideal-self image. Furthermore, they valued the added-value of the product more than price or implications such as services (Vilnai-Yavetz and Gilboa, 2016; Solomon and Douglas, 1987).

Fig. 8. Pinterest: imgur (n.d.)

Fig. 9. Dorothee (2019)

Fig. 10. Joan Collins in Dynasty, 1984 (2018)

Summarize of literature review 1.1 Background of Business Attire

History (Background) - The traditional business attire began with male suit, from several origins, because of cultural difference (Alford, 2004) - Most significat male suit changes America and England (Alford, 2004) - 1. Appears in royal courts in 1660 2. became uniform of European elite and civil 3. became popular (Kuchta, 2002; Motta and Biagini, 2017) - 19th century: suit became everyday wear, Standard suit became attire for workingclass (Cottenden, 2019:241; Barry and Weiner, 2019) - American designers adopted the traditional English male fashion into male fashion, such as Brooks Brothers (Templeton, 2013).

Women Business Attire - Women’s business attire, not clearly identified, broad variety of choices (Smith, Liss and Erchull, et al, 2018). - Easier to modify the style with less regulations. For instance, the length of the skirt, different types of collar, colours and accessories (Smith, Liss and Erchull, et al, 2018). - Women at work wear differently, clothing is an important communicator to impress others (Koch, and Dickey, 1988)

Women - Power Dressing - A women movement leads them to express themselves through wearing (The New York Times, 1977) - American phrase, Power Dressing, first established in 1970s - 1880s (BOF, n.d.) - Women dressed up smartly and fashionable, such as clothes with shoulder pads, boxy tailor (The New York Times, 1977) - Was inspired by Melanie Griffith’s role in a film, “Working Girl”, office businesswoman in a political office environment (BOF, n.d.) - The film shaped the female toughened silhouette through her on-screen wardrobe (The New York Times, 1977) - Leads women to own great outfit, show their professionals - Women starts being independent, even at work (The New York Times, 1977) - Born of Power Suit, powerful influential on women business attire

2. Three categories of business attire

Fig. 11. Etiennette Blazer In Striped Good Wool (2020)

- Dress up to resepct the job, ask others to respect their professions (Simmons, 1996) - Business attire divided into three main categories: business formal, business casual and casual attire (Peluchette and Karl, 2007; Franz and Nor ton, 2001; Ruetzler et al., 2012; Karl, Hall and Peluchette, 2013; Cardon and Okoro, 2009)

Business Formal - Most traditional business attire (Barry and Weiner, 2019), tight and looks professional with collar - Including suit, slacks, jacket, heels and dressy outfits (Franz, and Norton, 2001; Indeed, 2020; Karl, Hall and Peluchette, 2013; Ruetzler et al., 2012). - Traditionally: professional field and services industry wear business formal to present their professional (Twenge and Campbell, 2008) - Nowadays, attend the solemn events, wear to show their respect (Twenge and Campbell, 2008; Barry and Weiner, 2019)

Business Casual - Includes smart casual, more casual - Fashionable and relaxed, look professional, (Kurowski, 1998) - Traditionally inappropriate to wear in weekends (Kurowski, 1998) - Usually with collar and button-down suit, including dress pants, skirt without a suit jacket, knitted shortsleeves with collar (Franz and Norton, 2001) - Work internally in the office would usually wear (Franz and Norton, 2001)

Casual Attire - Comfortable and not formal and professional - Including T-shirt and jeans (Franz and Norton, 2001; Indeed, 2020; Peluchette and Karl, 2007; Ruetzler et al., 2012; Hernandez, 2001) - Usually wear it in â&#x20AC;&#x153;Dress down Fridayâ&#x20AC;? - For the company who are with young are creative background e.g. Google (Twenge and Campbell, 2008). Fig. 12. Modedamour (n.d.)

3. Implication on Business Attire Implications

(Biecher, Keaton and Pollman, 1999; Simmons, 1996; Cardon, and Okoro, 2009): - Show their personality - Impress people around them - Better decorum - Show their respect to the job - Ask people to respect

Self - Perception bring a better positive impact on individual working attitude and behaviour For instance, make them feel more reliable and efficient (Peluchette and Karl, 2007, Solomon and Schopler, 1982, cited in Karl, Hall, and Peluchette, 2013; Franz and Norton, 2001)

Impression from others Presents the wearer aesthetic taste (Solomon, and Douglas, 1987) Boosts physical attractiveness (Solomon, and Douglas, 1987) Employee more capable of work (Peluchette, Karl and Rust, 2006) Value their business attire (Peluchette, Karl and Rust, 2006) Fig. 13. Sunda striped poplin maxi shirt dress (2020)

Fig. 14. Cashmere turtleneck sweater (2020)

Fig. 15. Minimal White (2020)

4. Customer preference while consuming fashion products

- Employed women purchase something matches their ideal self-image (Ericksen and Sirgy, 1992) - Women would choose their business attire based on their role-experience, role confidence and role variables, especially for executive women at work (Ericksen and Sirgy, 1992) - Consumption experience for self-expressive, or hedonic orientation, present their social status(Ericksen and Sirgy, 1992) - Value the added-value of the product more than price or implications such as services (Vilnai-Yavetz and Gilboa, 2016; Solomon and Douglas, 1987) - Price are not be their first concern (Vilnai-Yavetz and Gilboa, 2016; Solomon and Douglas, 1987) - Service - important to their buying decision, e.g. mix and match possibilities of the product, trendy advice, more explanation of the product (Vilnai-Yavetz and Gilboa, 2016; Solomon and Douglas, 1987) - Improve the customer experience (Hagman and Polsa, 2011) - Improve relationship between the customer and retailer. (Hagman and Polsa, 2011)

Fig. 16. Yoyo Cao (2016)

M E T H O D O LO GY The mixed-method has been adopted in this research, combined qualitative and quantitative research (DiCicco-Bloom and Crabtree, 2006). These researches are focused on the office ladies who work in the professional field only. First, quantitative research has been done through an online questionnaire (See Appendix 2). After that, qualitative research has been conducted through phone interview which based on the interview guide (See Appendix 2) The key finding summary of the previous research would be described below.

The finding of the research from primary and secondary are as follow:

- Customers concern about their personal and professional image at work, because dressing well could bring confident at work with a good impression.

Respondents think Business attire is: - Important to most of the office ladies - Valuable, has positive implications for the employee

Fig. 17. Les Beiges (2020)

The customers agreed: - Dressing well can impress their clients and colleagues - Dress up can develop confidence and bring a positive working attitude - In Human Resources Perspective: - Business attire represents the employee working attitude in the HR perspective

In customer perspective: - Cannot find their style - The market offered does not fit their style - Customers are price-conscious, do not want to spend too much on business attire

Customer preferences: - Easy to mix and match style is their first buying concern - Service is the first motivation to purchase the product - More ideas on mix and match in business attire could make the customer feel more stylish, enhance their desire to purchase - Prefer customized services such as helping to find their style.

Fig. 18. Julie Pelipas (2016)

S U M M A RY O F P R I M A RY A N D S ECO N DA RY R E S E A RC H

Fig. 19. Modedamour (n.d.)

Fig. 20. Lady-vogue (n.d.)

1) The office ladies care about their image, but they do not have sufficient knowledge of styling and mix and match 2)

They are price sensitive: the price would affect their buying motivation on business attire

3) They prefer personal advice and service: they had attended and interest in the business attire workshop in the office

MARKETING P RO P O SA L -

Pa r t B

Fig. 21. Twitter: Dash Hudson (2020)

M A R K E T E N V I RO N M E N T A N A LYS I S

PEST The PEST analysis has been adopted to analysis the macro marketing environment in the business attire market. According to the PEST analysis, it is discovered that there are political and economic uncertainties such as protest and the global pandemic. It is obvious that new businesses are not favourable to most of the retail business (for more details, please refer to the above table). However, different business opportunities have been identified by different areas, such as social and technological. For instance, people usually shop online. Especially the working from home became a new working culture because many companies implemented the work from home plan. Nevertheless, there is still demand business attire because of the boom of the video conference. Given this, it is suggested that the new business should conduct online instead of implementing physical retail stores. Besides, the platform could conduct workshops to encourage customers to reflect on their business attire, improve their image and working attitude. Also, since the unemployment rate is rising, more workshops related to workplace skills should be provided. Fig. 22. Birdâ&#x20AC;&#x2122;s Eye View Of City During Daytime (2019)

POLITICAL - Protest still happening in Hong Kong, reporters forced to turn off the camera, told to be crouched Current situation: and pepper sprayed. They think it is insulting and their whole professions (SCMP, 2020).

- Part of the industry such as bank and finance were closed, due to the Hong Kong protest Current situation: rage recently and implemented the working from home plan (SCMP, 2019)

- Government banned reporters, citizens worried about freedom of the press.

- Working from home situation became a trend, unstable political situation brings violence

- Unstable political situation, brings negative impact on quality-of-life of citizens

- Retail stores are forced to close unpredictably

Analysis:

- Investor may reduce their investment in Hong Kong, hard to analysis and research in the current Hong Kong current market.

- Once the company adopted the working from home situation, possible that employee may not need to return office - Working from home trend forced people to stay at home - Takes the customer to reflect on the value and purpose of business attire

- Competitive rival may reduce, start-up business or retailers may not willing to invest Opportunities:

- A threat to the retail business - A chance for the start-up business, less competitors appears in the market

- Ensure the business runs stably, working from the home plan was implemented

Opportunities:

- Customer online purchase frequency increased, an opportunity for online business -Retailers consider transforming their business into e-retails

Fig. 23. Big Apple Dreaming (2017)

POLITICAL - Social distancing rules for antiepidemic measures in Hong Kong, because of the pandemic of coronavirus. Public place was Current situation: enclosed such as gym rooms, cinemas and other entertainment venue. Also, more than 4 people gathering in public place was banned (HKFP, 2020).

Analysis:

- This rule decreases retail sales, people are encouraged to stay at home without any gathering in public places - Affect customer shopping motivation to shop at retails - To enhance customer shopping motivation, retailers would transform their business online, encourage the customer to shop online

Opportunities:

- The cost of products are cheaper since retailers do not have to pay for their rents while conducting the business online - Increase the customerâ&#x20AC;&#x2122;s buying motivation - People will be used to shop online, an opportunity for online business.

Fig. 24. Big Apple Dreaming (2017)

ECONOMIC - Around 5200 retailer in Hong Kong are going to close Current situation: this year, even though there is rental relief to support their rent. (InsideRetail, 2020). - A global economic recession Analysis:

- People started to worry their job, there are layoff and business downsize opportunities to reduce capital expenditure. - People starts to value their working performance and attitude

Opportunities:

- Business attire can increase their productivity and presents their professional image, they may starts to reflect on the needs of business attire, take it more serious than before.

- J. Crew, the Neiman Marcus Group and J.C. Penney were filed for bankruptcy protection during the coronavirus pandemic. Most Current situation: of the chain stores are closures because of the pandemic and it is the biggest casualty to the retail (The New York Times, 2020).

Analysis:

- The business with negative or unstable income will be eliminated - Business needs to adapt the market changes, provide solutions to avoid elimination.

Opportunities:

- A chance for a business to reflect its business performance and provide new market strategies to revitalise their market - E.g. revitalise the business attire market by adapting the current situation to avoid elimination.

SOCIAL

- Twitter strongly encouraged their staff work from home starting from March because of the pandemic and now it declared that they can work from home forever. Allowances Current situation: were given by the company to purchase home office supplies. Other creative company also extended their work from home policies such as Facebook, Google and Amazon (The Guardian, 2020) .

- Coronavirus bring a gloomy economic outlook to Hong Kong. Unemployment rate rose to 4.2 % in March this year, the highest rate over the 10 years (SCMP, 2020). Current situation:

- Working environment has been changed from the traditional workplace

Analysis:

Opportunities:

- Working from home gives freedom to employees because of the flexible working hour - Reduce the working pressure of employees, brings a lack of communication, loss of productivity

- People were laid off, limited business expenditure Analysis:

- People lose their job easily, hard to find a job again - Companies may enhance their employee requirement to ensure their employees are suitable with a limited budget.

- To enhance customer shopping motivation, retailers would transform their business online, encourage the customer to shop online

- An opportunity for career training

- The cost of products are cheaper since retailers do not have to pay for their rents while conducting the business online

- People reflect themselves and get prepared for the job in the future

- Increase the customerâ&#x20AC;&#x2122;s buying motivation - People will be used to shop online, an opportunity for online business.

- Economic threats

- A chance for the unemployed to enrich their knowledge

Opportunities:

- A business providing career training such as skills in the workplace and different interview skills will benefit to this situation.

Fig. 25. Big Apple Dreaming (2017)

Fig. 26. Big Apple Dreaming (2017)

SOCIAL

- Compared to all the employed persons distribution by occupations, women in “Clerical support workers” has the most proportion (73.6%) in Current situation: 2018. 49.1% women are work in the “Financing, insurance, real estate, professional and business services” area and the proportion is similar to men (CSD HKSAR, 2019). - A stable growth in women employee, works in the clerical field. Analysis:

- The proportion of women who works in clerical are more than men.

An opportunity to expand the market of office ladies

Opportunities:

. Fig. 27. LIMITED EDITION OVERSIZED SHIRT WITH SHIMMER

TECHNOLOGY

- The Chinese consumer respondent the survey conducted by Vogue Business in China, pointed that the luxury brand e-commerce portals flagship Current situation: store, are their most favourable way to consume at the luxury goods during lockdown. (Vogue Business, 2020)

FINISH (2020)

Analysis:

- This trend brings opportunities to e-commerce - More transaction conducted online, e-commerce is more popular - The credibility of e-transaction increased - People are more alert to â&#x20AC;&#x153;internet fraudâ&#x20AC;? - Willing to purchase expensive items online.

Opportunities:

- E-retails are more common and reliable - The consumers are more open to purchasing online - Willing to spend more while shopping online 31

TECHNOLOGY

- Due to the cities lockdown around the world, the trend and demand of video conference has been risen. Zoom booms and it has become the first in the Current situation: Appleâ&#x20AC;&#x2122;s app store. People using Zoom to create virtual classroom, church services, blind dates. The profit of Zoom increased more than $4bn in this year. (Neate, 2020)

. Fig. 28. LAYERED V-NECK SWEATER (2020)

- People are more open to video conference Analysis:

- People are more familiar with these technologies - Everyone knows how to use these technology - Workshops could be conducted online through video conference

Opportunities:

- More workshops can be held, the host do not have to travel from one point to another - People can attend workshops everywhere, more convenient for both the host of the workshop and the participant

Fig. 29. The Fashion Medley (2017)

A N S O F F M AT R I X

NEW

EXISTING

PRODUCTS

MARKETS

The evaluation of possibility in the market and the products has been adopted based on the Ansoff matrix. It is founded that the market of business attire should adopt market development strategies. The market development strategies are to develop a new market, with existing products based on the changes in the market environment (Posner, 2015:103). For instance, since their consuming behaviour shift from online to offline, it leads to a new type of customer. However, the customer is satisfied with the existing products in the market. Therefore, the products will remain the same as the existing products.

EXISTING

NEW

Market Penetration

Product Development

Market Development

Diversifitication

Fig. 30. WFH Ansoff Matrix (2020)

Other than that, different strategies will be provided to approach a new market. For products, although the products remain the same as the existing one, the market has been changed. The products will be selected to make it better fit the consumer needs according to the situation of the new market. According to the PEST analysis, as the boom of video conference, the customer will focus on the â&#x20AC;&#x153;abovethe-keyboardâ&#x20AC;? dress. Therefore, the upper-dressing will be selected as the mainstream and sells on the platform. For promotions, to better understand the customer behaviours and in the new market, more communication strategies should be provided. Nowadays, the office ladies in Generation X, which is our leading new target group, usually shop and absorb the latest information through Facebook and Youtube. (Digital Marketing Communication, 2018) . Therefore, most platform information and promotions will advertise on both Youtube and Facebook to build up new customer engagement. Also, live chat with customers, receive feedback from the customers and analysis their shopping data on our platform. Fig. 31. Casual Denim (2019)

BUSINESS MODEL I N T RO D U C T I O N

This marketing proposal aims to revitalise the market and promote the business attire market culture by encouraging the office ladies to wear more appropriate to work. A platform is created based on the researched problem. This platform aims to believe that business attire could improve employee working attitude, power up the businesswomen through attire and help the clients to build up their fashion style. In this platform, there are two main components, one programme in the B2B component and two approaches in B2C component. The main feature in this platform will be corporate consultancy services for B2B customers, an online shopping platform and a 30 days image transformation service for B2C customers.

Fig. 32. Fwrd The Label (2020)

Description of the platform

ear

Feminine,How Brand Logo

This platform aims to promote the business attire culture and ask people to wear more appropriate to work to respect their job. First, as women needed to wear differently at work as a communicator to impress others, this platform will provide styling services and tips to encourage the office ladies to wear more stylish and show the shape of the feminine at work. Therefore, the other meaning of WFH is â&#x20AC;&#x153;Wear Feminine, How?â&#x20AC;?, which is the core meaning of this platform.

$359

xs s M L

B2B Corporate Consultancy Services

B2C Online Shopping Platform

VISA

B2C 30 Days Image Transformation

M A R K E T I N G O BJ EC T I V E S

Overall, this platform will be targeted with selected old products based on different preferences, behaviour and needs of the customer. We believe a professional image can improve the employee working performance and bring respect and confidence to their job. Therefore, this platform aims to promote the business attire culture, encourage the office ladies to wear more appropriate to work through introducing new marketing strategies. Furthermore, enhance customer experience by providing new services to customers and promote the value and implication of business attire. Fig. 33. HIGH NECK LONG RIBBED KNIT SWEATER (2019)

1) Enhance the public awareness and importance of business attire, by providing workplace-related skills and workshops to the customers, through collaboration with at least five career training or recruitment companies by the year-end 2) Increase 15% sales of the business attire market in the first year by creating discount codes and providing new services and selected goods to attract customers by the within two years 3) Increase the business attire brand exposure by mix and match services and ideas collaborate with at least 45 women business attire brand (including international brands) within two years

Fig. 34. Fashion-enthusiast (2020)

TA RG T C U S TO M E R The products and services will base on the targeted customer according to the below analysis. Since women have more mix and match combination compared to men, there will be more business opportunities. The office ladies based in Hong Kong was chosen. According to the research in stage 2, most of the people (86.7%) wear business casual to work, and they will value if the clothing item is easy to mix. The dress code of business casual is usually more flexible, and it provides more different styles and fashion combinations. This group of the customer will purchase different items to mix and match for their business outfit, and they are looking for something unique to them, which enhances customer spending possibility. Fashion styling and services will attract them to shop at the business attire market. As the boom of video conference, it is encouraged that people should wear business attire while working from home. The working from home outfit will be focusing on “above-the-keyboard” part. This style is similar to business casual. Therefore, the segment of the business casual group is chosen.

Selfactualization Esteem Social Belonging Safety Physiological Fig. 35. Maslow's Hierarchy of Needs (2020)

The target market will focus on the office ladies in Hong Kong who wear business casual to work, in Generation X, social class from middle to upper-middle class, interested in fashion and styling, looking for their style, buy smart, price-conscious, and value services. According to the theory of Maslow’s Hierarchy of Needs, the target group are at the “Social belonging” group (see fig.35), which is in the middle of the market (Posner, 2015: 121). They are the working group, and they usually wanted to fit in the working environment by dressing. Dressing well is important to them because customers in this group using it to connect with others. Besides, the business targeted in a niche market because the customer is specific and clear identified. Furthermore, this target market has unique preferences and needs on business attire.

PEN PORTRAIT

Fig. 36. Gold Ear Jackets and Opal earrings (2020)

Fig. 37. 19/72 (2020)

Fig. 39. Tips for Working from home (2020)

Fig. 40. Vivien Liu (2016)

https://www.pinterest.com/ pin/372109987966443942/

Fig. 42. Instagram: westelmus (2019)

Fig. 43. Packed and Ready (2019)

Fig. 45. Farfetch logo (n.d.)

Fig. 46. ASOS logo (n.d.)

Fig. 47. ZALORA (n.d.) Fig. 44. Itâ&#x20AC;&#x2122;s our paradise next shared by heavenly (n.d.)

Fig. 38. Girlfriend Collective Bike Shorts (2020)

Fig. 41. Celebrating imperfection (2017)

Luna, 33 Living in Hong Kong Renting an apartment at Tai Koo Working as a Administrative Assistant Currentlly working from home Enjoy shopping online, such as ASOS and Farfetch Usually do workout at home Love jewelry lifestyle products, such as scented candle Wear Business Casual at work Will style the outfit and wear makeup to work Drink tea every morning Enjoy spending time with family Reading Vogue Magazine in spare time Always need to work travel

Fig. 48 Instagram: typicallyatypical_ (n.d.)

Fig. 49. Pinterest: Simple by Simone (n.d.)

Fig. 52https://twitter.com/softparisian/staKEVIN MAK (2018) Fig. 51. Instagram: emilyoberg (2020)

Fig. 50. Derry Ainsworth (2016)

Fig. 53 Visualvixen (2013)

tus/1247974985987211266/photo/2

Hailey, 38 Living in Hong Kong Renting an apartment at Kwai Fong Working as a Bank of East Marketing Manager Working in the office in a shift currently Wear Business Casual at work Always support local brand such as anagram and aleshia Love cooking and painting at home Do yoga and work out in gym room Always dine with friends Own a dog Walk around at local lifestyle places as The Mills Value Business Attire and wear appropriate at work

Fig. 54 Compass Offices - 43F AIA Tower (n.d.)

Fig. 58 Facebook: Anagram (n.d.)

Fig. 55 Pinterest: Wattpad (n.d.)

Fig. 59 Giordano Ladies Logo (n.d.)

Fig. 60 Aleshia Logo (n.d.)

Fig. 57 Pinterest: Minnah (n.d.)

Fig. 56 CRĂ&#x2C6;ME AU BEURRE CITRONNĂ&#x2030; (2015)

POSITIONING Positioning aims to shape the position in the mind of the customer. Given an overview position within the same sector of the competitor (Posner, 2015:64), a positioning map has been created (see fig. 61). People can easily shop business attire online through our online shopping platform, which is believed that e-retailer would be our biggest competitors. Since the business attire customer are price-conscious and prefer service, price and service have been chosen in the positioning map. The competitors are based on the consumer perspective while shopping business attire online. The below chart shows the e-retailer competitors.

Prestige price

Standardized services

ear

Feminine,How

Fig. 61 WFH positioning map (2020)

Affordable price

Customized services

First, WFH is based in Hong Kong, it understands the Hong Kong market situation and the business attire culture in Hong Kong. Since the customers are price-conscious, WFH will provide a suitable price range for the customers. In comparison to other competitors, HKTVmall, Zalora and Aleshia also based in Hong Kong, their price range are more reasonable to customers in Hong Kong. The price range of Zalora is the biggest because it has a different level of collaborating brands, from Something Borrowed to Fendi; HKTVmall has a broader price range with a limited international brand; Aleshia design products by their own but it is the most affordable compared to others. Because of this, WFH should take balance between these brands in pricing, collaborate with both local and international brands. Make sure the platform offers suitable choices with reasonable price for the office ladies. Also, as the target is more price-conscious, the market of WFH will be in the mass market according to the Basic Hierarchy of Fashion (Ponsor, 2015) (see fig. 62). Haute Couture and Couture High-end Fashion Middle Market Mass Market Value Market Fig. 62 Basic Hierarchy of Fashion (2020)

Besides, according to the research, the targeted group preferred more services while shopping online, most of the competitors offered automatically suggested items and sorting function on the website, but not customized services to customers. Aleshia has more customized service since Aleshia provides clothing targeted for office ladies only; the product categories and style are more precise compared to others. It also provides the â&#x20AC;&#x153;My wishlistâ&#x20AC;? column. Customer can register their preferences through this page, which is more customized and WFH should work on similar services. Therefore, WFH will create customized services such as personal styling, more customized suggestions, and a wishlist to stand apart from competitors.

Fig. 63 Tiered shirred cotton-poplin mini dress (2020)

All in all, WFH should provide affordable goods for office ladies, focus on women business attire brand only, offer comparable sorting function with reasonable price and customized service to customers. Since most of them are not willing to spend too much on attire, provide better-customized service with professional styling knowledge for the customer, will help the customer find their style with limited time and budget. The customer would feel more respect by the platform since the customized service is not the only sort by the website. The customized service of WFH can stand out from the competitors and build up a better relationship with customers by understanding their needs to keep them coming back again.

Fig. 64. Crepe maxi dress (2020)

Fig. 65 9to5chic (2020)

Point of Parity (POP) & Point of Difference (POD)

For Point of Parity, the WFH platform provides an online shopping platform to the customers with similar fashion product, such as blouses and blazer jacket. WFH offers basic sorting services as same as the competitors to improve the product findability, such as product categorization, customer services, live chat and searching engine. Most of the competitors offer similar return service because the online shopping platform has no chance to try on. WFH will support a 30 days free return service to ensure customers are satisfied with their purchase.

For Point of Difference, WFH is made for office ladies in Hong Kong, with customized styling services, and providing recruitment and workplace-related skills, information and workshops for B2B customer, which is more than an online shopping platform. First, the customer can implement the skills and ideas inspiration gained from the platform and purchase after the B2B workshops. Also, gathered both career training companies and women business attire brands together, can convenience customers with different needs to absorb the information and purchase in the same platform. Most of the online shopping platform has a wide variety of choices. However, WFH will mainly focus on business casual attire. Also, WFH provides unique customized services to the (B2C) customers to find out their style, instead of providing suggestion to the customer by sorting function. Moreover, since the platform is based in Hong Kong, the services and business attire goods are based on the needs and culture of Hong Kong customers, such as Asian size.

Unique Selling Proposition

The unique selling proposition (Posner, 2015:61) of WFH would be service. Since the existing online shopping platform cannot satisfy the target group, especially in service, more customized service or styling suggestions can expand the market exposure, promote the business attire culture and increase the sales of the market. Therefore, WFH will create customized service such as personal styling to stand apart from the competitors, focus on women business attire brand only to shape a better image at work.

After the analysis of the STP strategy, the result of competitive advantage can be seen (Posner, 2015:64). Much of the services of competitors are standardized. Although the products of WFH are similar to the competitors, the services of it can differentiate from the competitors. WFH has direct sells and programmes based on different needs of the customer, such as job vacancy information, workplace tips. It is not only about the clothes people wear to work but also some technical skills in the workplace. Also, this target group is a new market based on the workplace environment changes.

Fig. 66 Vintage Taupe & Navy Striped Silk Button Up (2020)

Fig. 67 Khaite Maria Shirt (2017)

M A R K E T I N G S T R AT EG I E S

Aforementioned, there are three main approaches to the WFH platform. Including a B2B corporate consultancy services, two B2B approaches, an online shopping platform and a 30 days transformation styling service. A detailed strategy will be explained in the below two parts.

Fig. 68 Cottonbro (n.d.)

CO M P O N E N T A ( B 2 B)

Corporate consultancy service

Wear Feminine, How?

B2B Corporate Consultancy Services

Online Webinar

$3500/ per section 50-100 people

Online Webinar with Live Chat

$4500/ per section 30-50 people

Customized Session / Workshop

$8000 or above

Fig. 69 4/14 (2019.)

Fig. 70 13/14 (2019)

For the B2B corporate consultancy service, this service aims to provide styling services to corporates and promote the business attire culture to the companies. Different corporates can apply for these services to encourage their employee to wear more appropriate at work. Recruitment and career training companies is an excellent path to provide styling workshops. Since the unemployment rate is rising, people would brose their jobs online. They will have more time to prepare themselves. These training and recruitment companies would offer different training and skills for them. Attire is part of their self-discipline and working performance, people should pay attention to it, especially in the working from home situation. The employee can gain styling knowledge from the workshop, for those who usually mix and match with their outfit will be interested. However, collaborating with these companies can remind the importance of business attire to the company, easily encourage people to wear better to work and enhance the sales of business attire market. Also, there are many companies look for different workshops for their employee nowadays. Since workshops can enhance employee engagement and communication, strengthen the company morale and improve the employeeâ&#x20AC;&#x2122;s working attitude through dress up for work, enhance their loyalty and sense of belonging to the company. The clients of the B2B service could be any associations. Such as the career training site and recruitment companies. In this service, two plans will be provided, an online recruitment seminar and a customized package. For the online recruitment webinar, WFH would provide styling talk, tutorial video for the participants. Since these kinds of seminar have less interaction with the participants, it would be the most affordable price, around $3500 for one section to a group of 50 - 100 people. Other than this, there will be a similar type of webinar with an instant live chat function. A more detailed, professional and customized tutorial and styling skills will be given for a particular group of people. It would be at a higher price with a less participant, around $4500 for one section to a group of 30 - 50 people.

Fig. 71 Pinterest: 2018 Fall Fashion Trends Women (n.d.)

Moreover, there is a customized package made for the associations who want special section with tailor-made functions, such as psychology test made by stylist and workshops for each participant to find out their style in a group, workshops for makeup and styling tutorial, consulting section for the companies which have different purposes. This package would be more flexible, and it starts at $8000. It depends on the package function, the size of the participant and the company needs, which are all negotiable. All of these workshops will be conducted online, in case there is a special requirement from the company in the customized package service. It is because the WFH platform is selling online services and target for those people who are working from home.

Fig. 72 WFH Online Makeup tutoriral (2020)

Also, within the current situation in Hong Kong, conduct everything online will be more stable and more accessible. For promotion, the WFH will provide discount code after the workshop. The participant can shop at our platform with discount code immediately as a promotion of our online shopping platform. Also, there will be styling video provides through social media and our website, the participant can stay tune with the most updated platform news and recruitment information there. Furthermore, these corporate consultancy services will be needed to hire a professional stylist to host the workshops. Moreover, hire the Key Opinion Leader of the HR industry as the consultant of creating a comprehensive plan for workshops and services. Other than that, we will ask the consultant to promote our services to different companies and recruitment companies through their social media. Fig. 73 Modedamour (n.d.)

CO M P O N E N T B ( B 2 B)

Brands

giordano ladies 23 Results Filter

Sort by: Price Low To High

Sort by: Price High To Low Recommendation Best Seller New In Fit for me

The online shopping platform giordano ladies STRAPPY SILK TUNIC DRESS

giordano ladies ASYMMETRIC COTTON TANK DRESS

HK $ 850 BRANDS

W Home

HK $ 758 BRANDS

Discover

Shop

Services

Fig. 74 WFH online shopping app (2020)

Fig. 75 G2000 logo (n.d.) Fig. 76 anagram logo (n.d.)

Fig. 77 Giordano Ladies logo (n.d.) Fig. 78 Club Monaco logo (n.d.)

First, there will be an online shopping platform for the mass market, and it will develop through a website and a mobile app. It aims to revitalise the business attire market by expanding the business attire brands exposure. Although our main customers are the office ladies in Hong Kong, this platfrom ships internationally to attract different customers and enhance the platform exposure. Therefore, this platform will first gather the local business attire brands, such as Anagram, G2000 and Giordano ladies. Then, collaborate with international brands to enhance platform exposure. Part of the international brands such as Club Monaco, Massimo Dutti, Theory will be our target for collaborations. Although part of the business attire brands includes in the platform, the brands who do not target business attire will also be our collaborators, such as COS, Madewell and Everlane. However, since these brands are not only focusing on business casual attire, the WFH platform will select the goods and categories suitable for business casual attire to ensure customers can purchase any attire goods in our platform. For the features of the WFH online shopping platform, there will be sorting functions, such as filters from style, product categories, price, brands, colours, best matches (see fig. 74, 80).

Fig. 79 NAVY CREPE CULOTTE TROUSERS (2020)

D OW N LOA D M O B I L E A P P W I T H 1 0 % D I S CO U N T F O R F I R S T P U RC H A S E

Hong Kong, $ HKD

English

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Brands

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giordano ladies - STRAPPY SILK TUNIC DRESS $ 850 HKD

giordano ladies - ASYMMETRIC COTTON TANK DRESS $ 758 HKD

giordano ladies - SHIFT COTTON DRESS $990 HKD

LIVE CHAT

Fig. 80 WFH Online Shopping Platform (2020)

Moreover, there will be a column for displaying different collections and themes which called collection (see fig. 82) In the collection column, WFH platform will select and mix and match with the outfit by different themes. Customers can sort by different collections, and themes in this page, such as creative, business casual, more formal, fashionable, comfort, essential, minimalist and feminine for different customer needs and style as inspiration on mix and match with the outfit. Besides, special offers or promotional events will be a highlight at the top of the website. That will be easier for customers to notice the promotions and motivate the customer to purchase more. Customer can sign in to record their browsing and shopping history. Record their shopping preferences and requirement by a wishlist. There will be a suggestion list according to the customer wishlist.

Customers can browse for the styles that WFH created for them based on their shopping and browsing history. Also, they can enter more information about their career and background to ask the WFH platform search for more suitable style for them. These functions help our platform to understand customer needs and behaviour. For those who cannot find a suitable applicable outfit, there will be a ‘live chat’ section. Customers can tell the platform their needs. The staff will help to provide related information and suggestions for them. Furthermore, there is 30 days return policy to ensure the customers satisfied with the shopping process. For products, since this platform is targeting the office ladies who work from home regarding the current situation in Hong Kong, most of the products will focus on the “above-the-keyboard” items, the products will mainly be divided into two main categories, dresses and clothing.

Since the platform will hire with the HR consultant, and part of our customers are from the company workshops and training, our platform will create blogs related to workplace information such as workplace skills, interview skills and dress code, business attire styling skills, outfit inspirations, recruitment information. It can attract different types of customers to focus on our platform and remind the importance of business attire. This platform not only aims to draw income but promote the business attire culture at the same time. More related information will be provided to ensure customers are satisfied with our platform by beneficial the customers. More fashion bloggers or stylist staffs will be hired to provide information about the styling outfit, latest trend and new products of the week.

Dresses will include one-piece dresses, and clothing will include the before-mentioned items, such as tops, suit jacket, blouses, knitted tops, cardigan, scarfs, jewellery and other accessories. The price range of these items would be around $75-890 for the accessories and $290- 3500 for clothing and dresses, which is more affordable compared to the competitors. The promotion strategies can be divided into two parts. First, customers who downloaded the mobile app will get an extra discount on their first purchase (see fig. 81, 82). Second, there will be blogs and updates through social media such as YouTube and Facebook. Aforementioned, the most popular social media will be YouTube and Facebook for Generation X. Advertising will implement in these social media. There are blogs updates in our mobile app, website and social media such as Facebook and Instagram.

Skills D OW N LOA D M O B I L E A P P W I T H 1 0 % D I S CO U N T F O R F I R S T P U RC H A S E

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ANN TAYLOR - LIENE BLEND OPEN CARDIGAN

EVERLANE - THE MAC COAT

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giordano ladies - ASYMMETRIC COTTON TANK DRESS

giordano ladies - SHIFT COTTON DRESS

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Fig. 81 WFH Job Interview tips (2020)

Fig. 82 WFH Online Shopping Platform Collection (2020)

D OW N LOA D M O B I L E A P P W I T H 1 0 %

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giordano ladi

$ 850 HKD

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Fig. 83 WFH Online Platform Workplace Information (2020)

% DISCOUNT FOR FIRST PURCHASE Search

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LIVE CHAT

Dress Professional, Work Successful! Thank you ! Enjoy 20% your next purchase over $350 Code: DRESSTOIMPRESS

Tips for Styling

Packing - Handwritten Card

Step 1

Step 2

Step 3

You know your style?

Find out your colors

Add accessories

You are what you wear! Fashion comes and go but style is forever!

Colors is so important! It can make you look slim and small.

Fashion is about your total look, not only one fashion item

Scan and test for your style

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Fig. 84 WFH Packing (2020)

However, in packaging, the products ordered through our online shopping platform will deliver to customerâ&#x20AC;&#x2122;s home or office. The package of the product will be using a paper box. A customize handwritten card will include in the packing as a greeting and thank you card for the purchase. Our platform, WFH, runs everything online. A handwritten card can impress the customer, show our respect, and show we care about them in a personalized way to stands out from other e-retailers. The handwritten card includes a conditional discount code randomly to enhance their buying motivation. Also, if there is any special promotion or special event (e.g. birthday) in our platform shortly, a discount QR code will be provided through the ordered package to show our personalized services. 56

Furthermore, the packing will include different styling tips related to colour, accessories and style to remind our customer about fashion styling. Besides, the outside of the box will show information about the importance and implication of dressing up, such as Power Dressing and dress to impress others. Explain the workplace culture, implication and purpose of business attire. It aims to remind customers they need to dress up to work for a purpose and not only because of beauty or styling but respect to the job and other implication of it.

Fig. 85 avidlondoner (n.d.)

30 Days image transformation service

Fill in the Psychological test Fill in

Psychological test

Get a result from stylist Get result asthetrial

Show your current style

Style planning

Findneeds out needs andproblrm problem Find out and

Try the new style and find out which one suits you

Make your style stylish

Fig. 86 30 days image transformation process (2020)

with Stylist the stylist PairPairwith

comments by HRby consultant Comments HR and stylist

consultant and stylist

My Style

Styling Suggestions

Second, the 30 days image transformation service aims to provide services based on customerâ&#x20AC;&#x2122;s individual needs and customers who are demand for customized services (See fig. 86).

My Style

Matching

Calls

Chats

Profile

Matching

Calls

Chats

Profile

Calls

My Style

Fig. 87 30 days image transformation app page (2020)

For those customers cannot identify with their outfit, any special needs on styling or who demand customized services customers can apply the 30 days image transformation service. In this service, customers can find out their style. It aims to make the customer more confident and value their business attire outfit, more comfortable to mix and match with their business attire wardrobe and understand the purpose of business attire. In this service, a psychological test will be suggested to fill in. It aims to find out the customer fashion colour and personality. The stylist will provide feedback to the customer through a phone or a video call as a trial lesson. Also, provide basic suggestions on styling, the purpose of business attire and briefly introduce and promote the platform to the customer through the trial lesson. For those who decided not to apply for this transformation section will get a discount code from our WFH shopping platform, to encourage the customer to implement skills into the online shopping platform and enhance their buying motivations.

However, once the customer is satisfied with the trial lesson, they can apply for the paid transformation service. After that, the customer will be required to fill in a more in-depth psychological test to search for their preferences, style, shopping behaviour, working position, purposes and aims of joining this transformation section and their budget. Based on the information, the stylist will have a comprehensive styling plan for the client, which aims to find out the most suitable style for the customers. In the first week, the stylist will ask the customer to provide their regular working outfit to the stylist. The stylist will comment on it and see how big changes the customer can make. In the second week, the stylist will provide fashion styling skills and mix and match methods for the particular style belongs to the customer. An HR consultant will comment on their outfit according to the customer job position. The HR consultant will also communicate with the stylist and comments on customer outfit, to ensure the particular style is work on their workplace, and bring a positive impact on their job. Moreover, in the third week, the stylist will provide stylish features to the customer according to their preference, such as hair and makeup tutorial. By the end of the transformation service, the customer can gain workplace knowledge and personal styling skills from the programme and become a stylish and confident office lady. Moreover, by the end of each week, a review will be given, the stylist will style and promote a few sets of outfit reference as a direct sale, with time-limited discount. The stylist will provide at least one discount code per week for customers to purchase through our online shopping platform. Since this service is created for one to one only, the price range of this service is around $540-680 for one month. All of the tutorials will conduct online. Also, customers who promote our transformation service by word of mouth would be given a 25% discount code for our platform. Promotions and advertising will be sold through our online platform and social media.

Chats Rampton Bell

9:32 pm Will this one fits on me? 9:32 pm I think you should put on some accessories on it. Like a scarf? It is too simple. 9:35 pm

For your reference.

9:45 pm

My Style

Matching

Oh! Thatâ&#x20AC;&#x2122;s a grate idea! Thx!

Calls

Chats

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Fig. 88 30 days image transformation app chat room (2020)

Fig. 89. Instagram: streicherhair (2019)

I M P L E M E N TAT I O N P L A N

2021

Jan

Week Programme

Details

Online Shopping platform

Find business attire brand for collaborte Create the mobile app and website Plan the promotion tools Test the app and website Promote the app and platfrom through advertising in Facebook YouTube Write Blog and post on social media Review the sales Provide discount code

B2B corporate consultancy

Find career training site to collaborte Promote the services to B2B customers Hold workshops to companies

Promote our services on social media Stylist style the outfit and plan for the service 30 days image transformation Start our services Review and improve services Fig. 90. WFH Programme Implementation Plan (2020)

One month before opening 1 2 3 4

Feb

Mar

Platform Launch 5

Apr

May

Jun

19 20

Since WFH is an online platform, all promotions will conduct online such as blog and post on social media every week, advertising on Facebook and Youtube each month. There is no physical promotion but seasonal promotion, different discount code will be provided randomly to attract customers attention. The implementation plan displays how these programmes operate in six months (a season), starting from one month before the platform launch. More details, please see the below chart.

CO N C L U S I O N

Fig. 91. No. 9 striped silk-twill scarf (2020)

Fig. 92. No. 16 striped silk-twill scarf (2020)

In conclusion, this project aims to innovate a marketing proposal for revitalise the market and promote the business attire market culture by encouraging the office ladies to wear more appropriate to work. It is partly due to the trend of business attire is changing because of flexible dress code; the sales of business attire market continue to drop. Plus the global pandemic in 2020, the employee needed to work from home, and it changes the customer needs and behaviour. For instance, the employee may wear more casual while working from home, such as wearing pyjamas to work because they do not have to communicate with their colleagues face to face. The importance, value and advantages on business attire were being ignored during this situation. In fact, business attire is still important to the employees because it reminds the employee they are working during the work from home. It can affect their selfimage, help them prepared to work and increase their working productivity.

The business model of the current attire market has to be adjusted and promote. Therefore, a business platform has been made. Business attire is created for people who need to work. It is important for those people working in the office. The women business casual attire has the most flexible mix and match style and options; their buying motivation is higher compared to others.

Our platform, WFH, is made for the office ladies based on their needs and preferences (service and priceconscious). Also, both the companies and employee will need to be reminded of the importance and value of business attire. Hence, two types of customers were divided into three main approaches in this platform. A corporate consultancy service the B2B clients, an online shopping platform for the mass market and 30 days image transformation services for customers who demand special services. WFH would provide educational workshops through the online platform. Customer can learn how to wear their business attire style and skills such as makeup and fashion styling skills. It is a new chance for the employee to improve their image based on their professions and position at work. As the customers prefer to be served, there are also tailormade services to attract the customer to purchase business attire items again and move toward the business attire trend again. Besides, it can revitalise the business attire market by giving new insights to potential customers. The customer will understand more about the importance, advantages and value of business attire. Moreover, this platform will offer promotions through writing blogs on the platform website and social media by spreading the workplace and recruitment information. These kinds of information will help to engage new customers, ask people to respect their jobs and encourage employees to wear more appropriate to work, to improve the sales and revitalise the business attire market.

REFERENCE

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Figure 1. Vintage Vibes (2019) Personal Style [Poster] At: https://www.modedamour.com/blog/2019/8/31/ vintage-vibes (Accessed on 30 May 2020) Figure 2. Lillie, T. (n.d.) Still Life pt.I [Poster] At: https://www.lilliethompson.com/still-life-ptii (Accessed on 28 May 2020) Figure 3. Mandypierce (n.d.) Absolutely Fabulous [Poster] At: https://color-junkie.tumblr.com/post/184811015296 (Accessed on 1 Jun 2020) Figure 4. Abovethanorm (n.d.) Absolutely Fabulous [Poster] At: https://color-junkie.tumblr.com/ post/185093445746 (Accessed on 1 Jun 2020) Figure 5. Classy-lovely (n.d.) Absolutely Fabulous [Poster] At: https://color-junkie.tumblr.com/post/184532099341 (Accessed on 1 Jun 2020) Figure 6. Modedamour (n.d.) Absolutely Fabulous [Poster] At: https://color-junkie.tumblr.com/ post/184809757776 (Accessed on 1 Jun 2020) Figure 7. Modedamour (n.d.) Absolutely Fabulous [Poster] At: https://color-junkie.tumblr.com/post/184831213801 (Accessed on 1 Jun 2020) Figure 8. imgur (n.d.) [Pinterest: website] At: https://www.pinterest.com/pin/152770612343329210/ (Accessed on 1 Jun 2020) Figure 9. Modedamour (2019) Dorothee [Poster] At:/https://www.modedamour.com/blog/2019/8/17/buckledbelt (Accessed on 1 Jun 2020) Figure 10. Vogue Business (2019) oan Collins in Dynasty, 1984 Dorothee [Poster] At: https://www.pinterest.com/ pin/152770612343329210/ (Accessed on 1 Jun 2020) Figure 11. Theory (2020) Blazer [Advertisement] In: Theory At: https://www.theory.com/etiennette-b/K0101108. html?cgid=womens-suits&dwvar_K0101108_color=G2S#start=1 (Accessed on 23 May 2020) Figure 12. Modedamour (n.d.) [Poster] At: https://modedamour.tumblr.com/post/616796956071755776 (Accessed on 1 Jun 2020) Figure 13. Sunda striped poplin maxi shirt dress (2020) Net-A-Porter [Advertisement] At: https://www.net-aporter.com/en-us/shop/product/palmer--harding/sunda-striped-poplin-maxi-shirt-dress/1237776 (Accessed on 1 Jun 2020) Figure 14. Cashmere turtleneck sweater (2020) Net-A-Porter [Advertisement] At: https://www.net-a-porter.com/ en-us/shop/product/joseph/cashmere-turtleneck-sweater/1188956 (Accessed on 1 Jun 2020) Figure 15. Minimal White (2020) Modedamour [Poster] At: https://www.modedamour.com/blog/2020/5/25/ minimal-white (Accessed on 1 Jun 2020) Figure 16. Yoyo Cao (2020) Nabile Quenum [Poster] At: https://www.thecut.com/2016/10/see-more-of-thebest-street-style-from-paris-fashion-week.html (Accessed on 15 May 2016) Figure 17. Les Beiges (2020) Modedamour [Poster] At: https://www.modedamour.com/blog/2020/5/21/lesbeiges (Accessed on 1 Jun 2020) Figure 18. Julie Pelipas (2016) Nabile Quenum [Poster] At: https://www.thecut.com/2016/10/see-more-of-thebest-street-style-from-paris-fashion-week.html (Accessed on 15 May 2016) Figure 19. Modedamour (n.d.) Absolutely Fabulous [Poster] At: https://color-junkie.tumblr.com/post/184831275581 (Accessed on 1 Jun 2020) Figure 20. Modedamour (n.d.) Absolutely Fabulous [Poster] At: https://color-junkie.tumblr.com/ post/184831125536 (Accessed on 1 Jun 2020) Figure 21. Dash Hudson (2020) [Twitter webpage] At: https://twitter.com/SupergaUSA/ status/1265025105588961280 (Accessed on 26 May 2020) Figure 22. Ryan, W. (2019) Bird's Eye View Of City During Daytime [Photograph] At: https://www.pexels.com/ photo/bird-s-eye-view-of-city-during-daytime-3250582/ (Accessed on 26 May 2020) Figure 23. Big Apple Dreaming (2017) Vogue Business [Photograph] At: https://www.vogue.es/moda/streetstyle/ galerias/street-style-new-york-fashion-week-febrero-2017-dia-3/13393 (Accessed on 26 May 2020) Figure 24. Big Apple Dreaming (2017) Vogue Business [Photograph] At: https://www.vogue.es/moda/streetstyle/ galerias/street-style-new-york-fashion-week-febrero-2017-dia-3/13393 (Accessed on 26 May 2020)

Figure 25. Big Apple Dreaming (2017) Vogue Business [Photograph] At: https://www.vogue.es/moda/streetstyle/ galerias/street-style-new-york-fashion-week-febrero-2017-dia-3/13393 (Accessed on 26 May 2020) Figure 26. Big Apple Dreaming (2017) Vogue Business [Photograph] At: https://www.vogue.es/moda/streetstyle/ galerias/street-style-new-york-fashion-week-febrero-2017-dia-3/13393 (Accessed on 26 May 2020) Figure 27. LIMITED EDITION OVERSIZED SHIRT WITH SHIMMER FINISH (2020) Massimo Dutti [Advertisement] At: https://www.massimodutti.com/hk/women/highlights/special-moments/limited-edition-oversizedshirt-with-shimmer-finish-c1663503p8812962.html?colorId=251&categoryId=1663503 (Accessed on 1 Jun 2020) Figure 28. LAYERED V-NECK SWEATER (2020) Massimo Dutti [Advertisement] At: https://www.massimodutti.com/hk/women/special-prices/view-all/layered-v-neck-sweater-c1927503p8840727.html?colorId=710&categoryId=1927503 (Accessed on 1 Jun 2020) Figure 29. The Fashion Medley (2017) The Fashion Medley [Poster] At: https://thefashionmedley.tumblr.com/ post/157255236853 (Accessed on 1 Jun 2020) Figure 30. Chan, ASY. (2020) WFH Ansoff Matrix [Illustration] In: Own drawing (Accessed on 1 Jun 2020) Figure 31. Casual Denim (2019) Modedamour [Poster] At: https://color-junkie.tumblr.com/post/184831275581 (Accessed on 1 Jun 2020) Figure 32. Fwrd The Label (2020) Chole Dominik [Poster] At: https://chloedominik.com/december-pinterest-top-15/#.XtzvAGozZQJ(Accessed on 1 Jun 2020) Figure 33. HIGH NECK LONG RIBBED KNIT SWEATER (2019) It girl clothing [Advertisement] At: https:// itgirlclothing.com/products/high-neck-long-ribbed-knit-sweater (Accessed on 1 Jun 2020) Figure 34. Fashion-enthusiast (2020) Fashion-enthusiast [Poster] At: https://fashionn-enthusiast.tumblr.com/ post/190638599429/fashionn-enthusiast (Accessed on 1 Jun 2020) Figure 35. Chan, ASY. (2020) Maslow’s Hierarchy of Needs [Illustration] In: Own drawing (Accessed on 1 Jun 2020) Figure 36. Gold Ear Jackets and Opal earring (2020) Jewelry [Poster] At: https://jewelry2.turkeytrip.info/381gold-ear-jackets-opal-earrings-simple-ear-jacket-dainty-ear-jacket-ear-jacket-earring-gold-ear-jack/ (Accessed on 1 Jun 2020) Figure 37. 19/72 (2020) Virgile Simon Bertrand [Poster] At: https://www.virgilebertrand.com/ARCHITECTURAL-PHOTOGRAPHY/19/caption (Accessed on 1 Jun 2020) Figure 38. Girlfriend Collective Bike Shorts (2020) jenniferlouise [Poster] At: https://poshmark.com/listing/Girlfriend-Collective-Bike-Shorts-5ca4fc781528128fe7b4c216(Accessed on 1 Jun 2020) Figure 39. Tips for Working from home (2020) Basenotes [Poster] At: https://vitruvi.com/blogs/culture/tipsfor-working-from-home?utm_campaign=likeshopme&utm_medium=instagram&utm_source=dash%20hudson&utm_content=www.instagram.com/p/B-FQ0GWhdd1/ (Accessed on 1 Jun 2020) Figure 40. Vivien Liu (2016) 20 Instagram accounts that will make you love Hong Kong [Poster] At: https://www. lifestyleasia.com/hk/culture/architecture/20-instagram-accounts-that-will-make-you-love-hong-kong/ (Accessed on 1 Jun 2020) Figure 41. Celebrating imperfection (2017) Minimalism: A pictorial guide [Poster] At: http://www.beigerenegade. com/2016/01/04/minimalism-a-pictorial-guide/ (Accessed on 1 Jun 2020) Figure 42. Westelmus (2019) [Instagram webpage] At: https://www.instagram.com/p/Bu-ttHuh6V0/?utm_ source=ig_share_sheet&igshid=3j1mv51eu61j (Accessed on 26 May 2020) Figure 43. Packed and Ready (2019) 9 to 5 chic[Poster] At: https://9to5chic.com/2019/02/packed-and-ready. html (Accessed on 26 May 2020) Figure 44. It’s our paradise next shared by heavenly (n.d.) we heart it [Poster] At: https://www.pinterest.com/ pin/764134261754133702/ (Accessed on 26 May 2020) Figure 45. Farfetch logo (n.d.) Farfetch [Poster] At:https://www.google.com/search?q=farfetch+logo&sxsrf=ALeKk03yVxacMOID0DQuZaDVYMMWme0V_g:1591460508914&source=lnms&tbm=isch&sa=X&ved=2ahUKEwiA7LqyzO3pAhVvxosBHeuyB0cQ_AUoAXoECBIQAw&biw=1211&bih=652#imgrc=AxoypyS8ycDdwM(Accessed on 26 May 2020) Figure 46. ASOS logo (n.d.) Wikipedia [Poster] At: https://www.google.com/search?q=ASOS+logo&tbm=isch&hl=en&chips=q:asos+logo,g_1:transparent:SNgciy2-iho%3D&hl=en&ved=2ahUKEwig4fyzpvDpAhVZwIsBHbKLDjgQ4lYoAHoECAEQFA&biw=913&bih=773#imgrc=K_v2OXOGAzisfM&imgdii=6leUWiSrwmeZwM (Accessed on 26 May 2020) 74

Figure 47. Zalora logo (n.d.) Asian Miles[Poster] At: https://www.google.com/search?q=zalora+logo&tbm=isch&ved=2ahUKEwiz3-WzzO3pAhULDJQKHU8rDNQQ2-cCegQIABAA&oq=zal&gs_lcp=CgNpbWcQARgAMgQIIxAnMgQIIxAnMgQIABBDMgQIABBDMgQIABBDMgIIADICCAAyAggAMgIIADICCAA6BQgAELEDULDVA1ia2wNgxuUDaABwAHgAgAFGiAHGAZIBATOYAQCgAQGqAQtnd3Mtd2l6LWltZw&sclient=img&ei=n8LbXvOTK4uY0ATP1rCgDQ&bih=652&biw=1211#imgrc=AecqTunArGtvAM(Accessed on 26 May 2020) Figure 48. typicallyatypical_(n.d.) COS by me At: https://www.cosstores.com/en/cos-by-you.html (Accessed on 26 May 2020) Figure 49. Simple by Simone (n.d.) Simple by Simone [Pinterest webpage] https://www.pinterest.com/pin/372109987966443689/ (Accessed on 26 May 2020) Figure 50. Derry Ainsworth (n.d.) 20 Instagram accounts that will make you love Hong Kong [Poster] At: https://www.lifestyleasia.com/hk/culture/architecture/20-instagram-accounts-that-will-make-youlove-hong-kong/ (Accessed on 1 Jun 2020) Figure 51. emilyoberg (2020) Shoutout WELLNESS [Instagram webpage] At: https://www.instagram.com/p/ B8YdEK1JzK6/?igshid=71215vd97zsw (Accessed on 26 May 2020) Figure 52. Kevin Mak (2018) The Mills is open and here’s why you need to visit [Poster] At: https://www.timeout. com/hong-kong/things-to-do/the-mills-is-open-and-heres-why-you-need-to-visit (Accessed on 26 May 2020) Figure 53. Visualvixen (2013) Be Beautiful Angels [Poster] At: https://bebeautifulangels.tumblr.com/ post/58618737190(Accessed on 26 May 2020) Figure 54. Compass Offices - 43F AIA Tower (n.d.) Mondestay [Poster] At: https://www.mondestay.com/details/ Serviced-Offices+Compass-Offices-43F-AIA-Tower.html(Accessed on 26 May 2020) Figure 55. Wattpad (n.d.) Marvel Parent Preference [Pinterest webpage] https://www.pinterest.com/pin/721279696552345756/(Accessed on 26 May 2020) Figure 56. CRÈME AU BEURRE CITRONNÉ (2015) Hiver [Poster] https://www.troisfoisparjour.com/fr/recettes/desserts/gateaux-pains/creme-au-beurre-citronne/ (Accessed on 26 May 2020) Figure 57. Minnah (n.d.) Art Sketches [Pinterest webpage] https://www.pinterest.com/pin/654077545872873214/ (Accessed on 26 May 2020) Figure 58. Anagram (n.d.) Profile [Facebook webpage] https://www.google.com/search?q=anagram+logo+hk&tbm=isch&ved=2ahUKEwivi_icr_DpAhXwzIsBHWc8AD0Q2-cCegQIABAA&oq=anagram+logo+hk&gs_lcp=CgNpbWcQAzoCCAA6BAgAEB46BggAEAgQHjoECAAQGFDDDVi3EWC4E2gAcAB4AIABRIgBuAGSAQEzmAEAoAEBqgELZ3dzLXdpei1pbWc&sclient=img&ei=rjbdXq_8FfCZr7wP5_iA6AM&bih=788&biw=928#imgrc=vrcKPpgI0Iz9DM (Accessed on 26 May 2020) Figure 59. Giordano Ladies logo(n.d.) Festival Walk [Poster] At: https://www.google.com/search?q=giordano+ladies+logo&sxsrf=ALeKk00NLAJsmp0UJXX6x7MzkvtkaI3vYw:1591463203206&tbm=isch&source=iu&ictx=1&fir=CLN8CluhIQUPHM%253A%252CVIjXePjAP9dF5M%252C_&vet=1&usg=AI4_-kS0qkcPst6UIc6_LLEXZXcVH9fWTQ&sa=X&ved=2ahUKEwjgvJm31u3pAhVRG6YKHfTECkYQ9QEwAHoECAoQHA&biw=1211&bih=652#imgrc=L-ukyLpd943H8M(Accessed on 26 May 2020) Figure 60. aleshia logo (n.d.) MyAleshia [Poster] At: https://www.google.com/search?q=aleshia+hong+kong+ logo&sxsrf=ALeKk03dfB3j98s-WFJLPYfwxoKFYwwqqQ:1591463423530&source=lnms&tbm=isch&sa=X&ved=2ahUKEwi07aCg1-3pAhUwxosBHdqpBkoQ_AUoAXoECAwQAw&biw=1211&bih=652#imgrc=d1iuo-GUGcQgqM(Accessed on 26 May 2020) Figure 61. Chan, ASY. (2020) WFH positioning map [Illustration] In: Own drawing (Accessed on 1 Jun 2020) Figure 62. Chan, ASY. (2020) Basic Hierarchy of Fashion [Illustration] In: Own drawing (Accessed on 1 Jun 2020) Figure 63. Tiered shirred cotton-poplin mini dress (2020) Net-A-Porter [Advertisement] At: https://www.net-aporter.com/en-us/shop/product/michael-michael-kors/tiered-shirred-cotton-poplin-mini-dress/1221953 (Accessed on 1 Jun 2020) Figure 64. Crepe maxi dress (2020) Net-A-Porter [Advertisement] At: https://www.net-a-porter.com/en-us/ shop/product/co/crepe-maxi-dress/1204854 (Accessed on 1 Jun 2020)

Figure 65. 9to5chic (2020) Like to know it [Advertisement] At: https://www.liketoknow.it/ltk/4wq5gMeePsqiNTzGJ8v38u (Accessed on 1 Jun 2020) Figure 66. Vintage Taupe & Navy Striped Silk Button Up (2020) Nanin [Advertisement] At: https://shopnanin. com/collections/vintage-tops/products/vintage-taupe-navy-striped-silk-button-up (Accessed on 1 Jun 2020) Figure 67. Khaite Maria Shirt (2017) The Line [Poster] At: https://theline.com/blogs/stories/front-office-spring-layers-that-work (Accessed on 1 Jun 2020) Figure 68. Cottonbro (n.d.) Pixel [Poster] At: https://www.pexels.com/photo/white-flowers-in-black-ceramic-vaseon-brown-wooden-chair-4273433/ (Accessed on 1 Jun 2020) Figure 69. 4/14 (2019) HK01[Poster] At: https://www.hk01.com/%E8%81%B7%E5%A0%B4/403752/%E5%89%B5%E6%A5%AD-%E5%BE%9E%E9%87%91%E8%9E%8D%E8%BD%89%E6%88%B0o l%E5%B8%82%E5%A0%B4-%E5%A0%85%E6%8C%81%E7%9B%B4%E6%92%AD%E8%A9%A6%E8%A1%A B%E5%90%B8%E5%AE%A2-%E4%B8%8A%E7%92%B0%E9%96%8B%E8%88%96%E6%9C%88%E8%B3% BA%E7%99%BE%E8%90%AC#media_id=3683001(Accessed on 1 Jun 2020) Figure 70. 13/14 (2019) HK01[Poster] At: https://www.hk01.com/%E8%81%B7%E5%A0%B4/403752/%E5%89%B5%E6%A5%AD-%E5%BE%9E%E9%87%91%E8%9E%8D%E8%BD%89%E6%88%B0o l%E5%B8%82%E5%A0%B4-%E5%A0%85%E6%8C%81%E7%9B%B4%E6%92%AD%E8%A9%A6%E8%A1%A B%E5%90%B8%E5%AE%A2-%E4%B8%8A%E7%92%B0%E9%96%8B%E8%88%96%E6%9C%88%E8%B3% BA%E7%99%BE%E8%90%AC#media_id=3683254 (Accessed on 1 Jun 2020) Figure 71. 2018 Fall Fashion Trends Women (n.d.) H&M offers fashion and quality at the best price [Pinterest webpage] https://www.pinterest.com/pin/372109987966397128/ (Accessed on 26 May 2020) Figure 72. Chan, ASY. (2020) WFH Online Makeup Tutorial [Illustration] In: Own drawing Figure 73. Modedamour (n.d.) Absolutely Fabulous [Poster] At: https://color-junkie.tumblr.com/ post/190611404456 (Accessed on 1 Jun 2020) Figure 74. Chan, ASY. (2020) WFH Online Shopping App[Illustration] In: Own drawing Figure 75. G2000 logo (n.d.) Wikipedia [Poster] At: https://www.google.com/search?q=G2000+logo&tbm=isch&ved=2ahUKEwjWuNyCtd7pAhWVAKYKHSsJBOoQ2-cCegQIABAA&oq=G2000+logo&gs_lcp=CgNpbWcQAzIECAAQQzICCABQ6yxYpTBguDNoAHAAeACAAUWIAX-SAQEymAEAoAEBqgELZ3dzLXdpei1pbWc&sclient=img&ei=1szTXtb1KpWBmAWrkpDQDg&bih=701&biw=1211#imgrc=biD7rl9cJjnt6M(Accessed on 26 May 2020) Figure 76. anagram logo (n.d.) Facebook [Poster] At: https://www.google.com/search?q=anagram+hong+kong+logo&sxsrf=ALeKk001W7L2EbVmXXrQuxM9kMLMRe8nRw:1591559547535&source=lnms&tbm=isch&sa=X&ved=2ahUKEwii0OCrvfDpAhUhE6YKHcLgCrUQ_AUoAXoECAsQAw&biw=928&bih=788&dpr=2#imgrc=vrcKPpgI0Iz9DM (Accessed on 26 May 2020) Figure 77. Giordano Ladies (n.d.) Festival Walk[Poster] At: https://www.google.com/search?q=giordano+ladies+logo&tbm=isch&ved=2ahUKEwif08KGtd7pAhVmGKYKHRbnAUoQ2-cCegQIABAA&oq=giordano+ladies+logo&gs_lcp=CgNpbWcQARgAMgIIADoECCMQJzoECAAQQzoGCAAQCBAeOgQIABAYULP9F1iSpBhg76YYaABwAHgAgAFGiAGvCJIBAjE4mAEAoAEBqgELZ3dzLXdpei1pbWc&sclient=img&ei=3szTXp_sKOawmAWWzofQBA&bih=701&biw=1211#imgrc=L-ukyLpd943H8M (Accessed on 26 May 2020) Figure 78. Club Monaco (n.d.) Facebook [Poster] At: https://www.google.com/search?q=club+monaco+logo&sxsrf=ALeKk01uWxhUm3MRugLsfKFbsimreTOjkw:1590939626841&source=lnms&tbm=isch&sa=X&ved=2ahUKEwjRjcT6t97pAhUPrpQKHTPXARUQ_AUoAXoECBMQAw&biw=1211&bih=701#imgrc=eGq6F2mCt_ QdCM (Accessed on 26 May 2020) Figure 79. NAVY CREPE CULOTTE TROUSERS (2020) Massimo Dutti [Advertisement] At: https://www. massimodutti.com/hk/women/navy-crepe-culotte-trousers-c1796007p8847021.html?colorId=401 (Accessed on 1 Jun 2020) Figure 80. Chan, ASY. (2020) WFH Online Shopping Platform [Illustration] In: Own drawing Figure 81. Chan, ASY. (2020) WFH Job Interview tips [Illustration] In: Own drawing Figure 82. Chan, ASY. (2020) WFH Online Shopping Platform Collection [Illustration] In: Own drawing Figure 83. Chan, ASY. (2020) WFH Online Shopping Platform Collection [Illustration] In: Own drawing 76

Figure 84. Chan, ASY. (2020) WFH Packing [Illustration] In: Own drawing Figure 85. avidlondoner (n.d.) Absolutely Fabulous [Poster] At: https://color-junkie.tumblr.com/ post/184532099341 (Accessed on 1 Jun 2020) Figure 86. Chan, ASY. (2020) 30 days image transformation process [Illustration] In: Own drawing Figure 87. Chan, ASY. (2020) 30 days image transformation app page [Illustration] In: Own drawing Figure 87. Chan, ASY. (2020) 30 days image transformation app chat room [Illustration] In: Own drawing Figure 89. streicherhair (2019) Mandyâ&#x20AC;&#x2122;s pearl pony [Instagram webpage] At: https://www.instagram.com/p/ BtLvX0wnCbs/?utm_source=ig_embed (Accessed on 26 May 2020) Figure 90. Chan, ASY. (2020) WFH Programme Implementation Plan [Illustration] In: Own drawing Figure 91. No. 9 striped silk-twill scarf (2020) Net-A-Porter [Advertisement] At: https://www.net-a-porter.com/ en-us/shop/product/lescarf/no-9-striped-silk-twill-scarf/1243876 (Accessed on 1 Jun 2020) Figure 92. No. 16 striped silk-twill scarf (2020) Net-A-Porter [Advertisement] At: https://www.net-a-porter.com/ en-us/shop/product/lescarf/no-16-striped-silk-twill-scarf/1243875 (Accessed on 1 Jun 2020)

APPENDIX

Appendix 1 Interview Questions to Human Resource Department 1. What is your company background? 2. Is there any dress code at your company? Is there any regulation? 3. How do you think the employee dress at work in your company? Is it appropriate? 4. Is the dress code important at your company? Why? 5. Do you think business attire would affect the working atmosphere/performance? 6. What is your company working culture? Casual? 7. Does the employee at your company have any comments on the dress code? 8. Is there any dress code comment from the boss? Any complaint? Interview Questions to Consumer (Office Ladies) 1. Do you think business attire is important? Why? What it means to you? 2. Why do you think people dress down nowadays? Does it happen in your company? 3. Do you have any difficulties in your office related to fashion or the garment you wear to work? E.g. It is inconvenient? Why? 4. Do you find it is hard to choose your business attire to work? E.g. Is it comfortable? Does it fit your style? Is it easy to mix and match? Why? 5. Do you have any clients that you have to meet at work? What kinds of clients do you have? 6. What would you do to relax after work? 7. Any activities or behaviour would you do when you are stress? 8. Do you have any hobbies? 9. Any activities after work?

Appendix 2

CHAN ALICIA SIN YU 197281351 NOTTINGHAM TRENT UNIVERSITY I N T E R N AT I O N A L FA S H I O N BUSINESS Fashion Concepts and Innovation Project â&#x20AC;&#x201C; Stage 3