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Lucy and Yak Promotional Campaign AW 20/21 Amy-Louise Jones
Contents Page: Sector Overview
Page 4
Creative Plan: Campaign Theme
Page 20
Brand Overview
Pages 5-8
Creative Plan: Creative Objectives
Page 20
Marketing Mix
Page 6
Big Idea: Dont Trash Where They Splash! Page 21
Perceptual Maps
Page 8
Promotional Appeal and Execution
Page 23
Competitor Analysis
Pages 9-10
Breakdown of Promotional Methods
Pages 24-25
SWOT Analysis
Page 11
Campaign Costs
Pages 26-27
Consumer Profile
Page 12-13
Creative Materials
Pages 28-37
Consumer Decision Making Journey
Pages 14-15
Media Objectives
Page 38
Target Audience
Page 16
Media Strategy
Page 39
Positioning Statement
Page 17
Monthly Schedule
Page 40
Marketing Communications Plan
Page 18
Campaign Budget
Page 41
Marketing Objectives
Page 18
Appendices
Pages 42-44
Communications Objectives
Page 18
Brand Identity Prism
Page 42
Communciations Mix
Page 19
Brand Onion
Page 42
Batra and Keller IMC Model
Page 43
Table List
Page 44
Reference List
Pages 45-46
Figure List
Page 47-50
Amy-Louise Jones Fashion Marketing 201229560 Word 2 Count: 3241 F2
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Sector Overview
Brand Overview
The overall mood of the fashion industry is nervous, with uncertainty regarding political factors such as Brexit as well as the sustainability issue becoming more complex (McKinsey and Company, 2020). The growth of the fashion industry will decrease due to these uncertainties as well as increased pressure for environmental alleviation. It is now more important than ever for companies to tackle the sustainability issue correctly and transparently (McKinsey and Company, 2020). New innovations for the fashion industry include a global shift away from ownership with a rise in sharing economy and innovative fashion companies are exploring methods to prolong the life span of clothes (McKinsey and Company, 2020).
Lucy and Yak is a small, ethical and sustainable fashion brand founded upon deep rooted ethical values. Lucy and Yak have a unique product base, focusing on quirky sustainable clothes and accessories. Lucy and Yak (2020) have admirable relationships with their supplier in Rajasthan and put ethics at the heart of everything they do. They do their best to alleviate environmental damage by using sustainable and recycled materials (Lucy and Yak, 2020). Kapferer and Bastien’s (2012) Brand identity Prism can be used to measure the effectiveness of Lucy and Yak’s brand image. Through analysis using the six key facets (See Appendix 1), Lucy and Yak have a strong and consistent identity through both tangible and physical aspects, such as their quirky and colourful aesthetic; as well as their caring and ethical personality and ingrained culture. These qualities are reflected in the idealised consumer of the brand (Kapferer and Bastien, 2012), who share the brands unique mix of conscious sustainable values with unique style and self-expression.
The market continues to be dominated by digital innovations and as the social media market place is getting more crowded it is becoming harder and harder to stand out; the rise of TikTok is evident with it being “the biggest emerging platform with more than 800 million downloads” (McKinsey and Company, 2020). There is a clear need for more eye-catching and innovative content in order for companies to remain competitive. It is predicted that in ten years’ time over half of retail sales will be online (McKinsey and Company, 2020). Consumers shopping habits are changing. Szucs (2020) states that thrifting and “swishing”, where consumers swap clothes between friends, is becoming more popular and confirms the rise of second hand clothing. Clothes swapping is popular with Generation Z, where 75% of 16-24 year-olds have, or would swap their clothes with others (Szucs, 2020).
Please see Appendix 2 for the Brand Onion Model (Posner, 2015) which analyses Lucy and Yak’s identity further and how it is demonstrated through their behaviour.
Coinciding with these changing habits, increasing sustainable practices will dominate fashion over the next 12 months, driven by Generation Z (Geoghegan, 2019). For example, online searches for “sustainable fashion” have tripled in the last 3 years, from 2016 to 2019 (Cheng, 2019). A key consideration for sustainable campaigns is the fact that brand commitment against animal cruelty is still accelerating and provoking strong consumer responses (DuFault, 2013). Consumers arguably respond more to animal cruelty than ecological concerns; DuFault’s (2013) article highlights In order to encourage consumers to concern for the environment, brands need to link these campaigns to animal welfare. This is very important in the current sector with rising concerns for the environment; brands need to understand how best to promote these issues.
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7p’s Marketing Mix Framework Product
Lucy and Yak sell a variety of products ranging from their original dungarees to fleeces, T-shirts, zero waste products as well as unisex items. The garments are made from sustainable materials including recycled plastic and organic cotton (Lucy and Yak, 2020). One of Lucy and Yak’s unique qualities is their close relationship with their partner company in Rajasthan; their strong bond with their producer Ismail allows them full traceability of their manufacture and supply chain and is very admirable in contemporary society when there is increased pressure on businesses to be transparent (Lucy and Yak, 2020). Price The garments are mid-to-high level pricing, matching that of high street brand Urban Outfitters. The price range initially seems high for students and Generation Z, however reflects the sustainable materials and high quality finish of the clothes. Place Lucy and Yak operate within the digital as well as physical space. Lucy and Yak utilises e-commerce with a well-functioning and enticing website. They also sell used Lucy and Yak’s on Depop to minimise waste to alleviate the strain on landfill (Lucy and Yak, 2020). They currently only have one retail store, their Flagship in Brighton (Lucy and Yak, 2020). Promotion Lucy and Yak (2020) have a strong online promotional presence, are active on social media and also run promotional competitions on their website.The company also offer a contact for collaborations. Physical It is important to recognise that fashion is a service industry not just a product Evidence (Posner, 2015). This means that the physical evidence of the brand is integral in making the brand memorable. In terms of Lucy and Yak, all Lucy and Yak products come in reusable tote bags, acting as a deterrent from consumers needing plastic bags and also another form of advertisement from the brand. Moreover, Lucy and Yak succeed in creating a unique store ambience at their flagship in Brighton through the colour and bright store décor. The digital media and e-commerce site work seamlessly with Instagram post containing links to buy the featured item on the Lucy and Yak website. Lucy and Yak purchases have special touches which add and enhance customer perception (Posner, 2015). Process The process of the product relates to the ease of purchase (Posner, 2015), for example Lucy and Yak have seamless links from their social media to their website, supporting the buying process. People
Batra and Keller’s (2016) IMC Conceptual framework is a very useful tool to analyse Lucy and Yak’s current promotional strategies to aid the planning of this new campaign. Please refer to Appendix 3, where I have used the top level of this framework and critiqued Lucy and Yak’s Top Down Communciation Optimisation, referring to a selection of their major communication platforms. This has helped to inform this campaign by highlighting areas of which Lucy and Yak could improve.
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People applies to all stakeholders related to the brand (Posner, 2015). Lucy and Yak have a very unique relationship with their partners in Rajasthan where Ismail and Chris, Lucy’s Partner, have a family like relationship (Lucy and Yak, 2020). Lucy and Yak’s website details their arrangement with Ismail and emphasises the trust in their relationship. Lucy and Yak ensure that all workers have very safe and clean working conditions; the UK workers are paid the Nation Living Wage and the workers in India are paid four times their regions minimum wage (Lucy and Yak, 2020).
Table 1: Posner, 2015
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Perceptual MapS
Competitor Analysis Lucy and Yak have a unique voice in the sustainable fashion market with their fun and quirky aesthetic. Their sustainable values are shared in competitors such as People Tree and Komodo. Lucy and Yak differentiate themselves from these competitors due to their strong social media presence. Their brightly coloured promotional images and eye-catching competitions appeal to the student demographic and inspire consumers to learn more about the brand.
Trendy and Trendy and fashion Fashion forward
forward
Stella McCartney
Lucy and Yak Nobody’s Child
Reformation
Monki
Komodo High Price Point
Low Price Point
High Price Point
Low Price Point
Arguably, Lucy and Yak’s main sustainable competitors are People Tree and Komodo. People Tree is a much larger company with the ability to offer a variety of sales incentives, from large sales at 70% off as well as blitz one day sales with smaller margins at 25% off; People Tree justifies these sales as the extra revenue they receive is used to pay their producers (People Tree, 2020). Lucy and Yak do not offer promotional sales this frequently, however they utilise a ‘last chance to buy section’ which increases consumer desire to purchase due to the fear of missing out (Lucy and Yak, 2020). Komodo (2020) offers customers £10 off their next purchase if they join their mailing list; which provides strong incentive to repeat purchase. Lucy and Yak (2020) also encourage consumers to sign up and “Join the comfort movement” which is inviting, however does not offer as strong an incentive. These perceptual maps (figure7 and 8) highlight Lucy and Yak’s position in their market in comparison to sustainable brands and high street fast fashion retailers. As can be seen, Lucy and Yak are in a very strong positon in their market; so this campaigns focus will be to consolidate this position and raise brand awareness to ensure that Lucy and Yak can remain competitive.
PACT People Tree
Traditional/ Classic Traditional / Classic
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Sustainable Sustainable PACT
Lucy and Yak
WEEKDAY H&M Considered Monki
HighPrice PricePoint Point High
Low Low Price PricePoint Point
Urban Outfitters
Topshop New Look
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Unsustainable
unsustainable
Primark
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Using level one of the Aaker 1996 Model the competitors of Komodo and People Tree can be analysed and compared to Lucy and Yak in regards to their customer analysis, competitor analysis and self-analysis. The model highlights what these competitors are currently doing to appeal to their consumers which can inform on ways Lucy and Yak can improve their own promotional strategies. Customer Analysis
Competitor Analysis
Self- Analysis
-Young adults -Age 18-30 -Millennials
People Tree:
-Fun, quirky, original brand -Strong relationship with producers -Eye-catching and bright graphics which entice consumers - Funky limited edition collections increase desire from the consumers which makes then stand out from other sustainable brands which tend to focus on natural hues -High ethical values in terms of staff- they pay living wage -Strong social media following -Women in high positions within the company
-Well established ethical brand -Older demographic, age 25- 50 Motivations: -Floral prints -To minimise negative -Free standard delivery with over £50 spend impact on environment -V&A collection- Japanese Kimono collection -Look unique and -Sale- up to 70% off express themselves -Collaborations: in 2019 launched ‘Our Blue through their clothing Planet’ collection with BBC choices -Blitz sales- e.g. 25% for one day only -Hold promotions to generate extra revenue (People Tree, 2020) Komodo: -Demographic of age 25 to 35 -Activism -Donates to charities and wildlife sanctuaries -Part of 1% for the planet -Classic, loose shapes -Neutral colours -Not many patterns, mainly stripes (Komodo, 2020)
(Lucy and Yak, 2020)
Table 2: Aaker, 1996
Both competitors have strong collaborations with wildlife charities which is notable as previous research highlighted the importance of animal campaigns for sustainable companies to promote their ecological messages (DuFault, 2013). These examples are very effective forms of promotion, as it appeals to the consumer’s emotions and enables them to associate the brand with a tangible sustainable aspect. It must be recognised that two of Lucy and Yak’s products are linked to The Marine Conservation Society, where 5% of those sales are donated (Lucy and Yak, 2020). This is arguably not well promoted to consumers. This should be exacerbated in order to attract potential consumers to Lucy and Yak. There is a strong opportunity to capitalise on collaboration with a wildlife charity and promote it far more effectively, to ensure that Lucy and Yak stand out amongst other sustainable competitors and gain a larger market share of the sustainable sector.
SWOT Analysis Strengths
Weaknesses
- Appeals to a growing market (sustainability) -Utilise the online market space -Unique clothing -Strong relationship with suppliers -Positive values and ethos -Raise awareness for important issues- International Women’s Day and Period Poverty -Promotional competitions across social media and Depop -Sell returned Lucy and Yak’s on Depop to eliminate waste
-Highly priced for students -Only well-known on social media -Only has one retail store- in Brighton -Mainly womenswear- decreases market share
Opportunities
Threats
-Launch pop-up stores to increase brand awareness -Could launch new collaborations with wildlife charities -Expand menswear -Expanded into more retail spaces- grow their exposure -Could incorporate video marketing
-Competition from other sustainable brands -Ethical fashion market is growing -More pressure for Lucy and Yak to be vocal about their sustainable commitments
Table 3: Posner, 2015
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Consumer Profile
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Demographics
Psychographics
-Female -Age 18-30, Generation Z and youngest Millenial consumers - Creative students - Low income due to student status
- Passionate about protecting our environment - Loves animals and wants to protect endangered species -Values friendship and family - Shops from sustainable brands such as Monki and H&M Conscious - Loves to travel - Clmate crisis activist
Behavioural
Geographical
- Recycles
- UK resident - Urban city lifestyle - City-based: Leeds, Manchester
- Upcycles wherever possible - Plant based diet - Participates in yoga and mindfulness activies - Shops sustainably where possible -Regularly uses Depop -Buys sustainable items once for it to last -Invests in zero-waste products -Walks or takes bus to minimise negative environmental impact - Followers lifestyle influencers such as Tanya Burr - Follows sustainable fashion blogs such as Water Thru Skin blog and Venetica Falconer
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Table 4: Posner, 2015
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Consumer Decision Making Journey STAGE
AWARENESS
CONSIDERATION
DECISION/ PURCHASE
Touchpoints
Online content persuading that the consumer needs new clothes
Lucy and Yak website
Chose Lucy and Yak for sustainable qualities
Email confirmation from Lucy and Yak
Actions
Browse online and in the city
Searches for clothes and compare brands
Makes the purchase
Would buy again
MOTIVATIONS
Need for new clothes
Which company does more to help the environment?
Lucy and Yak have sustainable materials but there isn’t much advertising about wildlife charities they support
Excellent customer care
Want to support sustainable company
QUESTIONS
Does the brand share my values?
POST-EXPERIENCE
Items came in a reusable material bag
Passionate about environment would like to purchase from a company which does
Which company has the right product for the right price?
Do I really need to buy this?
Look for reviews to check the quality and sizing
Positive reviews seal the deal
Leaves own positive review
Where should I purchase from?
How long will delivery take?
Lucy and Yak share the same values as the consumer Lucy and Yak are expensive for this demographic but the unique style and sustainable values outweigh it
PAIN POINTS
Not sure which website to trust
Lucy and Yak do not have a store so unable to try clothes on
Lucy and Yak could be more vocal about how they help wildlife charities to give them a tangible edge over competitors
After care is good
CUSTOMER EXPERIENCE
Good when locates the website
Easy and simple purchase process
Overall a positive customer experience
IDEAS FOR IMPROVEMENT
Stronger brand awareness is needed
Lucy and Yak website is helpful transparent about their materials and ethics Lucy and Yak needs to be more well-known above competitors
Lucy and Yak need to advertise/ launch campaigns with environmental charities so consumers can focus on this positive tangible feature to beat the sustainable competition
More encouragement for consumers to post images on Instagram- larger awareness of competitions that Lucy and Yak hold
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This framework highlights the current pain-points consumers find when purchasing from Lucy and Yak (QuestionPro, 2020). The first is the lack of physical accessibility; Lucy and Yak only have one store so consumers from other areas are unable to try on the garments. This highlights the need for more physical stores which could be addressed in the form of a Pop Up. This requires even stronger online brand awareness to ensure consumer conversion from competitors. Lucy and Yak could enhance this through stronger encouragement of consumers to post images of their Lucy and Yak’s on Instagram after their purchase with a hashtag in order to increase exposure and consequently raise brand awareness.
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Positioning Statement Lucy and Yak are a fun, quirky and unique brand and the youth target market differentiates them from other sustainable brands. Ethics and sustainability are at the heart of everything that they do and they believe that no human or animal should suffer at the hands of fashion consumption (Lucy and Yak, 2020). This campaign will consolidate Lucy and Yak’s position in the market.
Target Audience
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The campaign will target Lucy and Yak’s usual demographic of Generation Z and Millennials aged 18-30, as they are the most is the most likely segment to make purchasing decisions based on environmental responsibility (Mintel Press Team, 2018). The consumers will typically be female university students. Lucy and Yak appeal to sustainability and environmentally conscious individuals due to their ethical values and sustainable materials. This young demographic are very frequent social media users which mean that platforms such as Instagram will be integral in promoting the new collaboration (Statista, 2020). The campaign visuals and Pop Up shop will be lively fun and informative to appeal to this demographic.
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Communication Mix
Marketing Communications Plan
The main aims of this campaign are to continue what Lucy and Yak already do well but increase brand exposure and elevate their status in supporting wildlife charities. According to Mintel Press Team (2018), aligning with a charity program will positively differentiate Lucy and Yak from their non-sustainable high-street competitors. The promotional mix for this campaign should grasp the consumer’s attention, increase their interest, prompt their desire and encourage action (Cope and Maloney, 2016, pg. 14). Lucy and Yak’s ethical values will be heightened through both digital and physical platforms.
Competitor analysis identified Komodo and People Tree have had very successful collaborations with wildlife charities and that Lucy and Yak needed stronger in this area in order to stand out amongst these competitors so should create a new collaboration of this nature. Lucy and Yak also need to raise brand awareness to alleviate consumer pain points (see table 5) due to their limited retail accessibility in order to remain competitive.
Social media exposure of the collaboration will build upon Lucy and Yak’s loyal following and exacerbate awareness through an introduction of a hashtag for the campaign. Instagram is a very effective channel for Lucy and Yak’s target market due to Generation Z and Millennials being the most active Instagram users (Statistca, 2020). These social media posts will feature shop-able content, so consumers can experience a seamless digital shopping experience (Posner, 2015). Paid and consequent earned media will heavily feature in this campaign, in terms of influencer engagement and positive word of mouth at the Pop Up events. This channel is the most transparent for the consumer and is the most influential in generating sales (Cope and Maloney, 2016.) Owned media in terms of Lucy and Yak’s personal website, as well as social media imagery, will be used to present the collaborative range to Lucy and Yak consumers.
Marketing Objectives 1. Elevate Lucy and Yak in the eyes of the consumer in terms of tangible support to wildlife 2. Promote Lucy and Yak’s new collaboration and raise awareness of Lucy and Yak’ sustainable values 3. Increase awareness of the Lucy and Yak brand in actuality rather than soley online
The AIDA model (Posner, 2015) can be used to analyse the effectiveness of these channels in following the consumer’s response hierarchy. Firstly, the owned social media digital content will create awareness of the collaboration to Lucy and Yak followers which will raise their interest. Regular owned social media posts from Lucy and Yak with information about the charity and the importance of recycling will increase consumer desire to visit the Pop Up shop. Paid influencer content will lead to conversations about Lucy and Yak and consequently result in conversion and sales at the Pop Up as well as online when they website page launches.
Communication Objectives 1. Raise awareness of new collaboration across Instagram platform through regular posts and involvement of Influencers 2. Hold Pop Up shops to increase awareness of the Lucy and Yak brand physically and celebrate the collaboration 3. Communicate Lucy and Yak’s sustainable values and wildlife support through Instagram and at the Pop Up 4. Advertise Pop Up shops in Manchester and Leeds which will also spread brand awareness
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F24: Distribution of Instagram users worldwide as of April 2020, by age and gender (Statista, 2020).
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Creative Plan:
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Campaign Theme: Lucy and Yak’s AW 2020/21 campaign communicates a new collaboration with the marine charity Oceana. The aim of the campaign is to raise awareness for Lucy and Yak’s environmental support through highlighting the importance of recycling and the dangers that littering causes marine life. Lucy and Yak will inform its consumers on these issues, using their colloquial language and fun aesthetic to engage them and spark interest. There is market interest in this campaign theme: the growth of conscious consumerism includes the consumer shift towards the avoidance of single use plastics; companies such as H&M and Patagonia have responded to this by creating ranges using recycled plastic bottles in their clothing (Elven, 2019).
Creative Objectives - Curate a collaborative range with Oceana to promote Lucy and Yak’s ethical status and support for wildlife - Open Pop Up shops in Leeds and Manchester with colourful, quirky and marine inspired decor - Create Print Media materials to advertise Pop Up shops - Use Instagram and Influencers to promote the collaborative campaign and Pop Up events, as well as increase brand awareness, through bright and eye-catching posts
Don’t Trash Where They Splash! Lucy and Yak will collaborate with the marine charity Oceana, in response to prior research highlighting the importance of wildlife based campaigns for sustainable brands. Oceana is a non-profit organisation, founded in 2001, with the aim to restore the world’s oceans (Oceana, No Date). It is the largest global organisation with the singular goal of preserving the oceans and supports various marine life conservations including turtles, whales and dolphins (Oceana, No Date). The campaign will be endorsed with the slogan: “Don’t Trash Where They Splash” (Lucy and Yak, 2020) which features on one of Lucy and Yak’s slogan t-shirts which will appear in this range. The range will encompass a carefully curated range of Lucy and Yak products that fit the marine conservation theme; including slogan t-shirts, guppy washing bags and 100% recycled plastic garments in order to promote the importance of recycling. The range will also include Lucy and Yak’s best-selling dungarees in blue in order to continue the marine theme of the campaign. These items will be relaunched on a new page of the Lucy and Yak website with an added purchase incentive being that 15% of profits from the items in that range will go directly to Oceana.
The collaboration will be mutually beneficial for both Lucy and Yak and Oceana. By aligning itself with a fashion brand, it is more likely for Oceana to reach a broad audience which could translate into action (Steve Trent in Cope and Maloney, 2016). By using items that Lucy and Yak already sell, it eliminates the risk of the garments not being popular. Oceana is consistent with Lucy and Yak’s environmental values and coincides with their responsibly sourced materials. The positive message that Lucy and Yak will translate through this collaboration with resonate with sustainability and environmentally conscious individuals. Instagram will feature heavily in this campaign; this new collaboration will be promoted through Instagram with this hashtag circulating and spreading exposure of the brand and its support to the marine charity. The range will be endorsed by Macro and Micro influencers and the Instagram platform will allow Lucy and Yak to inform consumers about the collaboration and Pop Up shops. Lucy and Yak will inform consumers about the importance of recycling and Oceana will feature on Lucy and Yak’s Instagram story to inform consumers of the dangers of plastic waste and not recycling.
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The range will be launched through Pop Up shops in the Northern cities of Leeds and Manchester, with the aim to raise awareness of the Lucy and Yak brand within the physical sphere. The Pop Up’s will increase awareness of the brand across Northern UK cities, arguably the most vibrant student areas, meaning that there will be very effective exposure to Lucy and Yak’s target demographic. Manchester and Leeds are amongst the most highly polluted cities in the UK (MGN Limited, 2020), so Lucy and Yak’s campaign to encourage recycling and avoidance of littering is very apt and could help to encourage the student populations of these cities to make a difference to these statistics. There will also be a swap shop opportunity at the Pop Up, where consumer can swap their old Lucy and Yaks for a monetary voucher towards a new piece of Lucy and Yak clothing from the Pop Up event; to follow industry changes towards a sharing economy (McKinsey and Company, 2020) and the rise in clithes swappig (Szucs, 2020). The Pop Up shops will be promoted through social media posts as well as through print media which will be displayed in student areas in the cities of which the Pop Ups are taking place.
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Promotional Appeal and Execution Emotional appeal will be very strong throughout this campaign into order to ensure engagement from the consumers; it is very important to the success of both Lucy and Yak and Oceana as conversion increases with consumer emotional connection (Pack, 2017). Pack (2017) depicts that a lifestyle approach highlights to the consumer how well the products will suit their lifestyle. This collaboration will seamlessly link to the consumer’s already conscious lifestyles
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Breakdown of Promotional Methods Pop Up Shops
- Manchester and Leeds universities
Instagram Promotions
- Green energy used where possible -Interactive I-Pads to show Lucy and Yak’s story as well as to inform consumers about the Ocean Charity
-#donttrashwheretheysplash used in all posts from Lucy and Yak and influencers -Influencers promote the event
-Display the Lucy and Yak x Oceana range
- Influencers will recieve a goody bag of a Lucy and Yak ‘Dont Trash Where They Splash Slogan Tee’ and a Guppy washing bag in a Lucy and Yak Tote
-Recycled rails and hangers for the clothing to remain consistent with the theme of recycling Print Media
-Ocean takeover Lucy and Yak Instagram stories- to inform consumers on the dangers of not recycling and the importance of protecting our oceans -Fun, colourful posters mirroring Lucy and Yak’s aesthetic advertising Pop Up
-Customers have the opportunity to try on the clothes
-Placed in student areas of the cities of Manchester and Leeds
-Print media displayed around the shop, as well as knowledgeable staff to inform the consumers about the importance of recycling plastics/ the benefits that come from recycling
-Sneak peak of items that will be available at the Pop UP -Branded with Oceana and Lucy and Yak logo to raise brand awareness
-Clothes and plastic recycling bins to maximise the message
-Endorsed with #donttrashwheretheysplash
-Swap shop opportunity
Pre Pop Up Shop
- Meet the collaboration pieces - Informative posts- e.g. importance of using a guppy bag when washing
-Marine ocean projections onto the wall to create atmosphere and reiterate that the Pop Up is to celebrate the collaboration to help our oceans
-Quirky colourful décor
-Fun and engaging posts from Lucy and Yak
Table 6 continued
-Social media posts raising awareness for the event -Influencers invited to the event -Lucy and Yak’s mailing list will receive emails with 15% off new collaboration range bought at the pop up -Sneak peaks of the pop up shop before it is launched on Instagram stories -Instagram countdown 5 days before each pop up
During Pop Up
-Live Instagram of the event- customers could be asked about their experiences live and show the camera what they have bought (with permission and consent) -Fun music and quirky atmosphere -Live streams of the event on Lucy and Yak Instagram story
Post Pop Up
-Instagram countdown 5 days before each pop up - Reviews of the Pop Up in university magazines - Influencer posts
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25 Table 6: Breakdown of Promotional Plan
Campaign Costings:
Budget; £50,000
It is important to consider that Lucy and Yak is a small brand, without the financial freedom of larger competitors so cost effective solutions are very importnat. For example, Cope and Maloney (2016) highlight that owned media is cost-effective so this campaign will feature alot of Lucy and Yak’s own media on Instagram.
Social Media Costs Owned Media Posts and Stories
Free
Creation of graphics will be ultilised in Lucy and Yak staff wages Influencer costs Tanya Burr
Collaboration Costs:
Earns between £4,921.27- £8202.11 per post (Influencer Marketing Hub, 2020).
Through research there does not seem to be any no upfront costs associated with collaboration with a charity. The costs involved for this part of the campaign will be £500 for the cost of replicating Oceana’s branding on print and digital materials. Oceana Instagram Story Takeover
£1000
Website Page
£250 (Gaeta, 2020). To keep costs down Lucy and Yak will design their own website page to display the new range.
Pop Up Shop Costs
Approx £300 per day 14 days x £300= £4200
Rent in Manchester (CEO Magazine, 2020)
Approx £350 per day 14 days x £350= £4900
Insurance
£1500 for a fortnight £1500 x 2= £3000
Staff
£9 per hour for a 4 hour shift 4 members of staff a day 30 days of Pop UP
Earns between £187.83 - £313.05 per post (Influencer Marketing Hub, 2020). Lucy and Yak will pay £250 4 posts= £250 x 4 = £1000 Earns between 273.472- 455.787
Venetica Falconer
Lucy and Yak would pay £300 4 posts= £300 x 4= £1200 Influencer Goody Bag
Lucy and Yak Tote: £6.00 Lucy and Yak Guppy Bag: £25.00 Lucy and Yak ‘Don’t Trash Where They Splash’ Organic Cotton Tee: £18.00 (Lucy and Yak, 2020) 1 Goody Bag is £49 £49.00 x 3 for 3 influencers= £147
£9 x 4= £36 £36 x 4= £144 Uniform allowance
2 posts= £6000 x 2= £12,000 Hayleigh JM
TOTAL COSTS ASSOCIATED WITH COLLABORATION APPROXIMATELY: £1750 Rent in Leeds (Appearhere, 2013-2020)
Lucy and Yak will pay £6000
TOTAL INFLUENCER COSTS: £14,347 Print Media Costs
£144 x 28 days= £4032 £60 per member of staff 15 members of staff £60 x 15= £900
Posters to advertise Pop Up
100 x A3 recycled uncoated posters = £43.00 + VAT of £8.60= £51.60 (A Local Printer LTD, 2006- 2020)
Shop Design Equipment: Projections, lighting. hangers, railings, tables, chairs, card machines
£5,000
Branding (Merchandising, displays and signage) IPad
£1000
TOTAL PRINT MEDIA COSTS: £51.60 Email advertising to invite to event Direct mail advertising to Lucy and Yak mailing list
£350 each (Apple Inc, 2020) 3 per shop= £350 x 3= £1050
Table 7 continued
TOTAL POP UP SHOPS APPROXIMATLEY: £24,082 Table 7: This Study, 2020.
£700 based on sending to 5000 contacts (Approved Index, No date)
TOTAL COST: £40, 930
Lucy and Yak Instagram Posts
Creative Materials: Due to the limitation of this assignment size I have chosen to create a select number of creative materials for this campaign. If this campaign were to be taken forward I would also create mock up influencer posts and their gifted goody bag as well as mock-up direct mail invitations to the event.
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Lucy and Yak x Oceana Webpage Mock Up
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Lucy and Yak X Oceana Campaign Graphics
Lucy and Yak Instagram Story Mock Up
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Lucy and Yak X Oceana Pop Up Print Media (The date and Place of ecah pop up to be added before printing)
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Moodboard for Lucy and Yak X Oceana Pop Up
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Media Strategy F59
Social Media influencers are becoming increasingly important to brands, as they “play a crucial role in when it comes to shopping decisions� (Preuss, 2019). Micro influencers are more trusted and seen as authentic which increases consumer engagement and brand recall (Hatton, 2018). Micro influencers are far more cost effective, however it is important to recognise that they inevitably have a smaller reach and so the visibility and exposure of their posts is minimised (Hatton, 2018). Bernazzani (2019) states that micro influencers have 0.10% higher engagement which highlights that both types of influencers are important to brands.
Micro Influencers Hayleigh JM -45K followers -Receives approx. 1500-3000 likes on a post -Fashion, travel and Lifestyle posts -Based in Manchester -Attainable and relatable lifestyle -Authentic
F60 F61
-Has 82K followers -Used by Lucy and Yak previously and received approx. 14,000 views on a Q&A video -Used multiple times by Lucy and Yak so loyal customers recognise and trust her -Campaigns for slow fashion -Based in London -Advertises sustainable products and lifestyles
Media Objectives The target demographic of this campaign is Generation z and Millennials, young adults aged 18-30 years of age, which coincides with Lucy and Yak consumers. This demographic is arguably the most influential in climate activism, so they are a very effective audience for this recycling campaign to target. Social media and influencers exacerbate the spread of trends; the promotional hash tag will spread exposure of Lucy and Yak. The campaign slogan, #donttrashwheretheysplash will be consistent across all media platforms and Lucy and Yak will post regularly on their social media in order to increase the frequency of campaign exposure. Engagement with the campaign will be measured through Google Analytics. The effectiveness of the campaign will also be measured through consumer reviews as well as website engagement when the collaboration is launched. Lucy and Yak are more well-known in the South of England, and have even previously held a Pop Up in London. This campaign will spread brand exposure to the North of England, to Leeds and Manchester.
Venetia Falconer
Macro Influencer F62
Tanya Burr -Has 3 M followers -Used by Lucy and Yak recently and was very effective- received approx. 70,000 likes -Fashion, beauty and lifestyle -A big name in the industry and could cause a large conversion
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Monthly Schedule Month 1: August - Approach influencers regarding the campaign -Start Instagram posts about the collaboration on Lucy and Yak Instagram with #don’t trash where they splash - Organise Pop Up events, rent, and equipment etc. - Venetica Falconer post highlighting the importance of recycling in the fashion industry and announcing her involvement with Lucy and Yak
Month 4: November -Winners announced with post saying “see you at the Pop Up to claim your prize” -Instagram countdown to Pop up on Lucy and Yak’s story - Leeds Pop up 7th- 20th - Manchester Pop Up 23rd- 30th - Instagram post from Venetica Falconer
Month 2: September - Oceana take over on Lucy and Yak Instagram with Instagram stories showing what they do - Campaign influencers announced with a post on Lucy and Yak Instagram with sneak peaks of the clothing that’s included in the range - Hayleigh JM and Tanya Burr Instagram posts announcing their excitement about being involved
Month 5: December - Manchester Pop Up 1st- 6th - Reviews in the form of an Instagram post from influencers Hayleigh JM and Venetica Falconer
Month 3: October
Campaign Budget
-- Invitations for Pop Up sent to Lucy an Yak’s mailing list with 15% off purchase on the day Promotion type: Branding materials
- Influencers put images of their invitations on story and Hayleigh JM and Venetica Falconer post wearing items included in the collaboration- to create buzz and excitement around event - Influencers sent goody bag to talk about on their social media
Month 6: January -Website page launch -Influencer post of Tanya Burr and Hayleigh JM wearing outfits now available as part of collaborative range
- Website page launch date released on Instagram
Tanya Burr Post Hayleigh JM Posts Venteica Falconer Posts Goody bags Oceana Story Takeover Lucy and Yak own media Instagram posts/ stories
August £500
£300
*
Direct mail invitations advertising event to Lucy and Yak mailing list
October
Influencer Activities £6000 £250 £250 £300 £147 Social Media £1000 * *
Print Media £51.60 Pop Up £900 £7050 £800
November
December
January
£300
£250 £300
*
*
£3168
£864
£7000 £2357
£2100 £643
£12,825
£250 £4157 £6500 TOTAL= £40,930.60
£6000 £250
*
£700
Printing Posters Staff Uniform allowance Rent Insurance Design and equipment Website Page
September
£7950
£8698.60
Table 9: This Study, 2020
- Countdown to website page launch on Instagram stories
- Instagram live stories of the event Table 8: This Study, 2020
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Appendices
Appendix 1: Brand Identity Prism Constructed Source
External Facets
Internal Facets Kind Fun Quirky
PHYSIQUE Colourful clothing Funky prints Logo Signature dungaree shape
PERSONALITY
Cares about important issues Strong social and environmental values Expresses vibrant personality through clothing choice
CULTURE
RELATIONSHIP Liberation to wear expressive, comfortable clothing that looks good but is also ethical and sustainable Ability to wear clothes that make them feel and look good Confidence
Admirable ethics- everybody involved in the business should be happy Women in high power company positions Fun, creativity and passion
Brand Identity Prism
REFLECTED IMAGE
SELF-CONCEPT Caring individuals Kind ethos Strong societal and environmental values Confidence to express themselves and stand for what they believe in
Caring for society and environment Colourful Quirky Fun Confident Expressive
Constructed Receiver
Appendix 2: Brand Onion
Komodo
Actions and Behaviours
Free UK returns
Social media competitions
Personality Caring Colourful
Only uses 100% biodegradable mailing bags
Values Excellent customer service
Recycling Laidback High quality clothes
Feminism
Unusual
Ethical Fair Essence Sustainability
Last chance to buy section
Women's rights
Reducing environmental impact
Fun
Quirky
Thank you cards are made out of 100% recycled materials
Unique
42
Lucy and Yak advertise through social media and influencers very effectively, however this should continue to grow due to the ever-increasing importnace in the fashion industry (Preuss, 2019)
Pays all Indian worker’s 4 times their state minimum wage
Pays all UK workers living wage
Lucy and Yak have previously held a Pop Up in collaboration with ‘Know The Origin’ in London (Lucy and Yak, 2020). They have not held one in the North of England, which suggests an opportunity for Lucy and Yak to spread brand awareness in Northern cities. Lucy and Yak (2020) only have one retail store in Brighton, so this aspect of communciation is limited. This highlights a need for more physical interaction with consumers. This could be in the form of a Pop Up event.
Lucy and Yak have a strong social media following with loyal customers. Lucy and Yak first began with a Depop Shop and these customers moved to Lucy and Yak’s website when it was launched (Lucy and Yak, 2020). Lucy and Yak have a fun, colliqual engagement with their Instagram followers; through their blog they engage consumers on important issue such as Period Poverty and “7 Ways to ChangeThe World” (Lucy and Yak, 2020). This builds a relationship and rapport with the Lucy and Yak consumer who views the brand positively as they also care about these issues.
Lucy and Yak advertise through competitions that ultilise social media. For example, on their website they promote a comptetion where Lucy and Yak consumers can post an image with their hashtag to Instagram to be within a chance of winning a £25 Lucy and Yak voucher (Lucy and Yak, 2020). This is very effective promotion as it will spread brand exposure through the Instagram platform, however this was not promoted very strongly and was found by chance on their website. Lucy and Yak should place more emphasis on these materials in order to engage more consumers; this has highlighted that Lucy and Yak’s campaigns need stronger promotions to raise consumer awareness so this will be an focus in this new campaign.
Appendix 3: Batra and Keller 2016 IMC Conceptual Framework
43
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This diagram is very useful to analyse Lucy and Yak’s effectiveness in terms of their digital touchpoints (Crwonpeak Technology, 2020). For example, in terms of digital touchpoints, Lucy and Yak are very successful in the digital consideration section of this diagram due to their strong social media coverage. Third party sites also include links to Lucy and Yak suhc as Blogs including, The Art of Being Holly (The Art Of Being Holly, 2019). The purchase digital touchpoint includes Lucy and Yak’s e-commerce site and their Depop page. In terms of physical touchpoints, Lucy and Yak only has one physical store so this could perhaps be an opportunity to progress. Lucy and Yak have a quick response rate to emails and social media messages, which allows a positive digital rapport to be made with consumers. They also respond to reviews to show appreciation to their happy customers. In regards to loyalty expansion, Lucy and Yak encourage consumers to sign up to mailing lists and have competitions where consumers post images of their Lucy and Yak products with specific hashtags to be in with a chance of winning a Lucy and Yak voucher (Lucy and Yak, 2020). These vouchers themselves also attract repeat purchase.
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Batra, R. and Keller, K-L. 2016. Integrating Marketing Communications: New Findings, New Lessons and New Ideas. Journal of Marketing. 80 (6), pp.122-145. Bernazzani, S. 2019. Micro-Influencer Marketing: A Comprehensive Guide. [Online]. [Date accessed 14/05/2020]. Available from: https://blog.hubspot.com/marketing/micro-influencer-marketing CEO Magazine. 2020. ‘Miniature pop-ups’: Micro retail space available for just £1 per day. [Online]. [Date accessed 11/05/2020]. Available from: https://ceo-mag.com/miniature-pop-ups-micro-retail-space-available-for-just-1-per-day/ Cheng, A. 2019. More consumers want sustainable fashion, but are brands delivering It? [Online]. [Date accessed 06/03/2020]. Available from: https://www.forbes.com/sites/andriacheng/2019/10/17/more-consumers-want-sustainable-fashion-but-are-brands-delivering-it/#58ced07634a5 Cope, J. and Maloney, D. 2016. Fashion Promotion in Practice. London: Bloomsbury Publishing Plc Crownpeak Technology. 2020. Does Marketing Really Own the Customer Experience?. [Online]. [Accessed 01/03/2020]. Available from: https://www.crownpeak.com/blog/customer-experiences/20141106-does-marketing-really-own-the-customer-experience DuFault, A. 2013. Fashion: do we care more about animal rights than the environment?. [Online]. [Date accessed 14/05/2020]. Available from: https://www.theguardian.com/sustainable-business/sustainable-fashion-blog/fashion-animal-rights-care-environment
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Influencer Marketing Hub. 2020. Instagram Influencer Sponsored Post Money Calculator. [Online]. [Date accessed 15/05/2020]. Available from: https://influencermarketinghub.com/instagram-money-calculator/ Kapferer, J-N., and Bastien, V. 2012. The Luxury Strategy. [Online]. 2nd Ed. London: Kogan Page Ltd. [Date accessed 10/05/2020]. Available from: https://www.dawsonera.com/readonline/9780749464929 Komodo. 2020. About. [Online]. [Date accessed 04/03/2020]. Available from: https://www.komodo.co.uk/ pages/about Lucy and Yak. 2020. What Matters to Us?. [Online]. [Date accessed 01/03/2020].Available from: https:// lucyandyak.com/ McKinsey and Company. 2020. The State of Fashion 2020 Report. [Online]. [Date accessed 10/03/2020]. Available from: https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/the%20 state%20of%20fashion%202020%20navigating%20uncertainty/the-state-of-fashion-2020-final.ashx MGN Limited. 2020. Leeds has higher levels of air pollution than London. [Online]. [Date accessed 14/05/2020]. Available from: https://www.leeds-live.co.uk/news/leeds-news/leeds-higher-levels-air-pollution-14605650 Mintel Press Team. 2018. 73% of Americans consider companies charitable work when making a purchase.[Online]. [Date accessed 20/02/2020]. Available from: https://www.mintel.com/press-centre/social-and-lifestyle/givingtuesday-73-of-americans-consider-companies-charitable-work-when-making-a-purchase Oceana. [No Date]. [Online]. [Date accessed 10/03/2020]. Available from: https://oceana.org/ Pack, S.2017. Types of Advertising Appeals and Execution Styles- What Sells. [Online]. [Date accessed 13/05/2020]. Available from: https://skywestmedia.com/types-of-advertising-appeal-and-execution-stylewhat-sells/ People Tree. 2020. Our Story. [Online]. [Date accessed 04/03/2020]. Available from: https://www.peopletree.co.uk/about-us Posner, H. 2015. Marketing Fashion. 2nd Edition. London: Lawrence King Publishing Preuss, S. 2019. How Influencers are changing fashion retail. [Online]. [Date accessed 19/05/2020]. Available from: https://fashionunited.uk/news/business/how-influencers-are-changing-fashion-retail/2019072344394 QuestionPro. 2020. Customer Journey: Definition, journey mapping framework and examples. [Online]. [Date accessed 14/05/2020]. Available from: https://www.questionpro.com/blog/customer-journey-map/ Statista. 2020. Distribution of Instagram users worldwide as of April 2020, by age and gender.[Online]. [Date accessed 15/ 05/2020]. Available from: https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/ Szucs, D. 2020. Britain’s thrifty young fashionistas: More than half of 25-34-years-olds buy second-hand clothes. [Online]. [Date accessed 05/02/2020]. Available from: https://www.google.co.uk/amp/s/www.mintel.com/press-centre/retail-press-centre/britains-thrifty-young-fashionistas-more-than-half-of-25-34-yearolds-buy-second-hand-clothes/amp The Art of Being Holly. 2020. Sustainable Shopping: Lucy & Yak. [Online]. [Date accessed 19/05/2020]. 46 Available from: https://theartofbeingholly.com/2019/10/26/sustainable-shopping-lucy-yak/
Figure List: 1.
Lucy and Yak. 2020. Atlas Organic Heavy Cotton Twill Dungarees in Living Coral. [Online]. [Date accessed 16/05/2020]. Available from: https://lucyandyak.com/collections/all-dungarees/products/heavy-twill-atlas-dungarees-in-living-coral 2. Lucy and Yak. 2020. Pledges for Earth Day. [Online]. [Date accessed 16/05/2020]. Available from: https:// lucyandyak.com/blogs/news/earth-day-2020 3. Lucy and Yak. 2020. Organic ‘Umi’ Cotton Dungarees in Midnight Black. [Online]. [Date accessed 11/05/2020]. Available from: https://lucyandyak.com/collections/all-dungarees/products/umi-by-lucy-yak 4. Lucy and Yak. 2020. Organic ‘Umi’ Cotton Dungarees in Midnight Black. [Online]. [Date accessed 11/05/2020]. Available from: https://lucyandyak.com/collections/all-dungarees/products/umi-by-lucy-yak 5. Lucy and Yak. 2020. Living your best zero waste life in 2020. [Online]. [Date accessed 16/05/2020]. Available from: https://lucyandyak.com/blogs/news/sustainable-september-what-next 6. Lucy and Yak. 2020. Our fave ways to rock your pair of dungas. [Online]. [Date accessed 16/05/2020]. Available from: https://lucyandyak.com/blogs/news/our-top-styling-picks-dungarees-in-winter 7. This Study. 2020. 8. This Study, 2020. 9. Lucy and Yak. 2020. Kia Trousers in Tilora Yellow Print in Organic Cotton. [Online]. [Date accessed 16/05/2020]. Available from: https://lucyandyak.com/collections/all-bottoms/products/alexa-trousers-in-tilora-yellow. 10. People Tree. 2020. BBC Earth Green Turtle Tee Shirt. [Online]. [Date accessed 16/05/2020]. Available from: https://www.peopletree.co.uk/edits/bbc-earth/bbc-earth-green-turtle-tee-shirt 11. Hermant, B. 2018. [No title]. [Online]. [Date accessed 27/03/2020]. Available from: https://unsplash.com/ photos/dclPEtMVdK8 12. E, I. 2019. [No title]. [Online]. [Date accessed 16/05/2020]. Available from: https://unsplash.com/photos/ q4g5quLfNkI 13. Vargas, L-D. 2020. [No title]. [Online]. [Date accessed 22/03/2020]. Available from: https://unsplash.com/ photos/1SdQor4_bec 14. Chua-Tran, G. 2020. Tell me more. [Online]. [Date accessed 22/03/2020]. Available from: https://unsplash. com/photos/buOpwZFJpXc 15. Heftiba, T. 2020. Love seeing sustainable products more and more. [Online]. [Date accessed 01/04/2020]. Available from: https://unsplash.com/photos/cvDmWWLbZwQ 16. Von, M. 2020. [No title]. [Online]. [Date accessed 22/03/2020]. Available from: https://unsplash.com/photos/ Jdeoooc_R3E 17. Shamoon S. 2017. Maldives. [Online]. [Date accessed 16/05/2020]. Available from: https://unsplash.com/ photos/okVXy9tG3KY 18. Good Soul Soup. 2019. [No title]. [Online]. [Date accessed 22/03/2020]. Available from: https://unsplash. com/photos/RktYnp7Sbt8 19. Tittel, S. 2018. Less. [Online]. [Date accessed 22/03/2020]. Available from: https://unsplash.com/photos/ ILR5ikYmXDE 20. Bishop, J. 2016. [No title]. [Online]. [Date accessed 22/03/2020]. Available from: https://unsplash.com/photos/LZykn1xi4ek 21. Lucy and Yak. 2020. ‘Nina’ Limited Edition Tee By Nina Sweeney. [Online]. [Date accessed 16/05/2020]. Available from: https://lucyandyak.com/collections/tops/products/nina-limited-edition-teeshirt-by-nina-sweeney 22. Chua-Tran, G. 2020. Tell me more. [Online]. [Date accessed 22/03/2020]. Available from: https://unsplash. com/photos/buOpwZFJpXc 23. Lucy and Yak. 2020. Vulva Limited Edition Dungarees in 100% Organic Cotton. [Online]. [Date accessed 16/05/2020]. Available from: https://lucyandyak.com/collections/all-dungarees/products/vulva-limited-edition-dungarees 24. Statista. 2020. Distribution of Instagram users worldwide as of April 2020, by age and gender. [Online]. [Date accessed 16/05/2020]. Available from: https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/ 25. Bishop, J. 2016. [No title]. [Online]. [Date accessed 22/03/2020]. Available from: https://unsplash.com/photos/LZykn1xi4ek 26. Fdez, I- Á. 2019. Ocean is life, is pure greatness and everyone must enjoy it. From the above sometimes is even better. Can you see the rainbow? [Online]. [Date accessed 16/05/2020]. Available from: https://unsplash. com/photos/_HHjiseEuGw 27. Lucy and Yak. 2020. ‘Don’t Trash Where They Splash’ Organic Cotton Tee in Ecru with Whales. [Online]. [Date accessed 11/05/2020]. Available from: https://lucyandyak.com/collections/tees/products/trash-splash-teeshirt-in-ecru 28. Deep-Sea Conservation Coalition. 2020. Oceana-Logo. [Online]. [Date accessed 16/05/2020]. Available
from: http://www.savethehighseas.org/members/oceana/oceana-logo/ 29. Oceana. [No Date]. Hawksbill Turtle. [Online]. [Date accessed 16/05/2020]. Available from: https://oceana.org/marine-life/sea-turtles-reptiles/hawksbill-turtle 30. Oceana. [No Date].Blue Whale. [Online]. [Date accessed 16/05/2020]. Available from: https://oceana.org/ marine-life/marine-mammals/blue-whale 31. Oceana. [No Date].Spinner Dolphin. [Online]. [Date accessed 16/05/2020]. Available from: https://oceana.org/marine-life/marine-mammals/spinner-dolphin 32. Lucy and Yak. 2020. Pledges for Earth Day. [Online]. [Date accessed 16/05/2020]. Available from: https://lucyandyak.com/blogs/news/earth-day-2020 Creative Materials: 33. Adobe Photoshop manipulation of: Lucy and Yak. 2020. Home. [Online]. [Date accessed 10/05/2020]. Available from: https://lucyandyak.com/ KissClipart.com. 2019. Sea Turtle. [Online]. [Date accessed 10/05/2020]. Available from: https://www.kissclipart. com/sea-turtle-green-sea-turtle-turtle-green-tortoise-5t5ivd/
https://www.thecreativebusinessnetwork.com/uploads/8/2/3/2/82327072/dsc07388-squashed-1024x-progressive_orig.jpg 37. Photoshop manipulation of: KissClipart.com. 2019. Sea Turtle. [Online]. [Date accessed 10/05/2020]. Available from: https://www.kissclipart.com/sea-turtle-green-sea-turtle-turtle-green-tortoise-5t5ivd/ 38. Lucy and Yak. 2020. ‘Don’t Trash Where They Splash’ Organic Cotton Tee in Ecru with Whales. [Online]. [Date accessed 10/05/2020]. Available from: https://lucyandyak.com/collections/tees/products/trashsplash-teeshirt-in-ecru 39. Lucy and Yak. 2020. ‘Blake’ Cosy Cropped Fleece in Rust, Mustard & Brown. [Online]. [Date accessed 10/05/2020]. Available from: https://lucyandyak.com/collections/outerwear/products/blake-cropped-fleece-inbrown-rust-orange-mustard 40. Photoshop manipulation of: KissClipart.com. 2019. Whale Cartoon. [Online]. [Date accessed 10/05/2020]. Available from: https://www.kissclipart.com/drawing-clipart-drawing-clip-art-khaqbo/
Lucy and Yak. 2020. ‘Ocean’ Organic Cotton Tee in Pink with Sea Creatures. [Online]. [Date accessed 10/05/2020]. Available from: https://lucyandyak.com/products/ocean-teeshirt-in-pink?variant=29888516489319
41. Photoshop manipulation of: KissClipart.com. 2019. Sea Turtle. [Online]. [Date accessed 10/05/2020]. Available from: https://www.kissclipart.com/sea-turtle-green-sea-turtle-turtle-green-tortoise-5t5ivd/
Lucy and Yak. 2020. ‘Don’t Trash Where They Splash’ Organic Cotton Tee in Ecru with Whales. [Online]. [Date accessed 10/05/2020]. Available from: https://lucyandyak.com/collections/tees/products/trash-splash-teeshirt-inecru
42. Photoshop manipulation of: Lucy and Yak. 2020. ‘Ocean’ Organic Cotton Tee in Pink with Sea Creatures. [Online]. [Date accessed 10/05/2020]. Available from: https://lucyandyak.com/collections/tees/products/ocean-teeshirt-in-pink
Lucy and Yak. 2020. ‘Atlas’ Organic Denim Dungarees in Blue Mid Wash. [Online]. [Date accessed 10/05/2020]. Available from: https://lucyandyak.com/products/denim-dungarees
KissClipart.com. 2019. Whale Cartoon. [Online]. [Date accessed 10/05/2020]. Available from: https://www.kissclipart.com/drawing-clipart-drawing-clip-art-khaqbo/
Lucy and Yak. 2020. ‘The Organic Original’ Corduroy Dungarees in Sailor Blue. [Online]. [Date accessed 10/05/2020]. Available from: https://lucyandyak.com/collections/all-dungarees/products/organic-originals-navy-blue
Oceana. [No date]. Logo. [Online]. [Date accessed 10/05/2020]. Available from: https://oceana.org/sites/default/ files/oceana_logo_o.png
Lucy and Yak. 2020. ‘Stevie’ Cosy Oversized Fleece in Ash Pink. [Online]. [Date accessed 10/05/2020]. Available from: https://lucyandyak.com/products/stevie-fleece-in-ash-pink?variant=20586184704103
43. Photoshop manipulation of: Lucy and Yak. 2020. ‘Atlas’ Organic Denim Dungarees in Blue Mid Wash. [Online]. [Date accessed 10/05/2020]. Available from: https://lucyandyak.com/collections/all-dungarees/products/denim-dungarees
Lucy and Yak. 2020. ‘Idly’ Recycled Corduroy Tote Bag in Black. [Online]. [Date accessed 10/05/2020]. Available from: https://lucyandyak.com/collections/all-accessories/products/recycled-corduroy-shopper-tote-bag-in-black
KissClipart.com. 2019. Whale Cartoon. [Online]. [Date accessed 10/05/2020]. Available from: https://www.kissclipart.com/drawing-clipart-drawing-clip-art-khaqbo/
Lucy and Yak. 2020. Guppy Friend Wash Bag. [Online]. [Date accessed 10/05/2020]. Available from: https://lucyandyak.com/products/guppy-friend-wash-bag
Oceana. [No date]. Logo. [Online]. [Date accessed 10/05/2020]. Available from: https://oceana.org/sites/default/ files/oceana_logo_o.png
Lucy and Yak. 2020. ‘Blake’ Cosy Cropped Fleece in Pink, Navy & Mustard. [Online]. [Date accessed 10/05/2020]. Available from: https://lucyandyak.com/collections/outerwear/products/blake-cropped-fleece-inpink-navy-mustard
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Lucy and Yak. 2020. ‘Blake’ Cosy Cropped Fleece in Rust, Mustard & Brown. [Online]. [Date accessed 10/05/2020]. Available from: https://lucyandyak.com/products/blake-cropped-fleece-in-brown-rust-orange-mustard?variant=20586073292903 Lucy and Yak. 2020. ‘Stevie’ Cosy Oversized Fleece in Mustard. [Online]. [Date accessed 10/05/2020]. Available from: https://lucyandyak.com/products/stevie-fleece-in-mustard?variant=20586196467815 34. Photoshop manipulation of: KissClipart.com. 2019. Whale Cartoon. [Online]. [Date accessed 10/05/2020]. Available from: https://www.kissclipart.com/drawing-clipart-drawing-clip-art-khaqbo/ 35. Oceana. [No date]. Hawksbill Turtle. [Online]. [Date accessed 10/05/2020]. Available from: https://oceana.org/marine-life/sea-turtles-reptiles/hawksbill-turtle 36. Thecreativebusinessnetwork.com. [No Date]. Lucy and Yak. [Date accessed 10/05/2020]. Available from:
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