BY AMY LILY
blac.
BACK TO THE 90'S
NOVEMBER 2017 ISSUE 13
letter from the editor
"What goes around comes back around" that doesn't just apply to the meaning behind the word karma, it also has to do with fashion, all good styles and brands manage to make a comeback, so WELCOME to the magazine that is paying tribute to the 90's fashion comeback. For all those that know they belong in a different era, blac.'s got your back!
Amy Lily EDITOR IN CHIEF
inside
blac. back to the 90's Communication for Fashion Business and Retail 21- 22 About Nasty Gal 26- 31 Get the looks with Taylor Hill and Kaia Gerber 23- 25 All Saints vs Saint Laurent
Principles of Fashion Business and Retail 6 Different types of retailers 12- 14 Locations of retailers 20 Retail trends: THE MAGIC MIRROR 17- 18 Day in the life of a Personal shopper and a Buyer News of the day 7-8 Gucci goes fur free 9 Collab: Sumpreme x Levis 32 Collab: Vans x NorthFace
Online retailers
TYPE OF RETAILERS
consist of the selling of good and services electronically through the internet, it was an ingenious idea as it made shopping so much easier. To this day you can find just about everything online weather your looking for a pair of socks or a flat screen TV.
Department store
large shop offering a wide range of consumer goods in different types of categories known as departments,
Luxury retailers A high end branch that sells good quality products at higher prices than your usual high street brand.
Independent they are businesses that are privately owned and are built from the ground up, they usually hire staff to assist them in the management of the business.
G U C C I GOES FUR FREE The famouse fashion house Gucci has banned fur in all future collections GUCCI's CEO and president Marco Bizzarri has announced that as from 2018, the use of fur will be removed. We are absolutely lovin' this new trend many other fashion brands are ditching fur and leather with it, and we couldn't be happier. Their purpose of creating this
'WHAT ARE WE GOING TO DO WITH ALL THIS FUTURE?'
movement being; “Our absolute commitment to making sustainability an intrinsic part of our business” quoted by Bizzarri himself.
SUPREME X LEVI'S Once again, Sumpreme have collaborate with Levi's to create an slammin' "Fall 2017" collection. This collection includes Old school timeless denim trucker jackets and they are bringing overalls back! I mean why did we ever stop wearing overalls? As always if you want to get your hands on these be prepared! As from November 9th the collection will be available at the Supreme store and online.
boxpark Shoreditch
Located in the heart of London's Shoreditch, BOXPARK is a must visit place. This location has done a great job not only be creating the world's first POPUP MALL, but all so by making a fusion between
food, fashion & fun IT'S GOT IT ALL! What is this Pop-up mall you ask? It's amazing that's what it is; all the shops featured are actually shipping containers
which is Roger Wades - the creator of Boxfresh - idea of a "revolutionary retail experience". The containers contain stores from Hype to makeup stores such as The Ordinary. Because the shops in BOXPARK are only temporary, the retailers take advantage of the fact that it's affordable and flexible and take the opportunity to showcase their brands in a more energetic and experimental way than their fixed stores.
Not only are you there to shop, but to eat as well, calling all
foodies
BOXPARK cater for all pallets and dietary requirements, with choice of gourmet or street style food from vegan to Italian restaurants and even Donutteries – for those with a sweet tooth-. Oh, haven't you heard? BOXPARK also have events! They give platform to all kinds of artist from Dj's and singers to musicians and word performers.
COVENT GARDEN
Covent Garden is one of the most popular shopping areas in London, located in the beautiful West End of London. In my opinion the best part of Covent Garden is the fact that there is so much diversity in the shops located there, including amazing luxury fashion houses like Dior and the best of British fashion with stores such as Mulberry, Paul Smith – and many more –
alongside amazing artisanal crafted products from antiques to hand made clothes, all in beautiful individual stalls at the Apple Market. As Covent Garden comes from theatrical roots and also the fact that it shares the same neighbourhood as the iconic Royal Opera House and Theatre Royal Drury Lane, it's to no surprise that Covent's Garden Piazza itself has it's very own entertainment with in it.
Thanks to the world-known street performers; you can enjoy an open-air theatre each day with artist performing everything from music to comedy, while enjoying a lovely meal from their wide range of gastronomic options weather it's French, American, British or Peruvian cuisine, their restaurants serve food morning until night, which means you can enjoy breakfast to dinner or even a quick snack. They've got it all!
Spitafields MARKET, SHOPS, RESTAURANTS & MORE
No area showcases London's vibrant diversity and combination of the ancient and the modern as much as Spitalfields. In the centre you have the regenerated Old Spitalfields Market, surrounded by cobbled streets with boutiques, cafes, pubs and other spin-off markets. Still standing is the Nicholas Hawksmoordesigned Christ Church, Spitalfields, a beacon in what was once one of London's worst criminal slums. Old Spitalfields Market represents one of the country's last bastions of
consumer diversity and individuality. Home to an old-fashioned community of over 30 independent and large traders and full of chic bohemian businesses, it has secured its place at the forefront of interiors, design, food and the arts a market that truly embraces the spirit of modern London, an entrepreneurial and cultural melting pot that is everchanging and developing without ever forgetting its historic past.Spitalfields shops are a real treat! Independent boutiques and some famous names
nestle in and around Spitalfields Market. Spitalfields shops offer fabulous fashions and accessories for him and her; designer interiors; health and beauty and even great wines Does anywhere in London have as many award winning restaurants and cafes as Spitalfields? East London’s top spot for eating out, you’ll find a great choice of restaurants around Spitalfields Market from fine dining, to familyfriendly eateries and great cafes..
DAY IN THE LIFE OF A
personal shopper A personal shopper is a person who helps others shop by giving advice and making suggestions. They are often employed by department stores and boutiques, although some are freelance or work exclusively online.
what is their main role ? The main task of a personal shopper is to shop for their clients. While people may think of fashion and accessories when they hear the term personal shopper, this service also encompasses other types of shopping. Your skills, interests and experience will determine the type of personal shopper that you want to become. In general, a college degree isn't required to become a personal shopper. However, those becoming fashion personal shoppers may come from a fashion background and have studied design, merchandising or fashion-related subjects at the college level.
steps to become one: Step 1: Determine Your Niche. Professional personal shoppers are not only in the fashion industry. Step 2: Seek Training. Step 3: Gain Experience. Step 4: Market Your Services. Step 5: Consider Certification There are no set requirements necessary in order to become a Personal Shopper. However, a good level of experience in retail or sales, or a retailspecific qualification or personal shopping course, could help you get your foot in the door.t of body text
In the retail industry, a buyer is an individual who selects what items will be stocked. Buyers usually work closely with designers and their designated sales representatives and attend trade fairs, wholesale showrooms and fashion shows to observe trends. They may work for large department stores, chain stores or smaller boutiques. For smaller independent stores, a buyer may participate in sales as well as promotion, whereas in a major fashion store there may be different levels of seniority such as trainee buyers, assistant buyers, senior buyers and buying managers, and buying directors. Decisions about what to stock can greatly affect fashion businesses.
For buyers at department stores like Harrods or Saks, responsibilities may include ensuring that the store is properly stocked with a wide variety of designer clothing. However, if you support a fashion brand such as Tommy Hilfiger, you may be responsible for directing the entire product development process and then managing the delivery of the products. Your role is also heavily influenced by the structure of your organization; for example, a Christian Dior buyer in the Paris office may supervise the entire development process of the collection. However, in the New York office, a buyer may only source completed product that is suitable for the American market.
THE MAGIC MIRROR
"Mirror mirror on the wall, do you have this in a size 6?" So after all these years have we managed to duplicate the Evil Queens magic mirror? Well not quite but close with technology advancing at the speed of light the latest thing in fashion retail are these amazing interactive fitting rooms which include features such as; recognising the product you try on via tags, which than sync up the stock available in the store, so if customers need either a different style or size of the product by simply pressing a button.
Another fabulous feature that I personally think is great, THE MIRROR CAN TAKE 360-degree view images that you can than share with your friends via email or social media, 'cuase we all need a second opinion, weather it's from or bestie or our partner. Well known brands such as Ralph Lauren, Unliqo, Neiman Marcus and Rebecca Minkoff have already started using magic mirrors in their stores in New York.
10 years ago a rebellious, broke anarchist called Sophia Amoruso, decided to start selling killer vintage clothing and other items online off her laptop on her Ebay account. Nasty Gal now has over 550,000 customers in over 60 countries The company is based in Los Angeles and is currently owned by the Boohoo Group. Their thriving website has a wide range of women's clothing, accessories and shoes under their own as well as a few others. Sophia Amoruso is a very inspring women s she built her Nasty Gal empire from nothing, she proves to us all that you your success isn't about how popular you were in school or where you went to college it's in fact about
believing in yourself and going with you instinct. Sophia's way of thinking is reflected in all of her clothing lines as Nasty Gal has some of the most bold products. As stated on the website "All for gals who’ve got the confidence to just be themselves." Nasty Gal recently opened a small Pop-up store on London’s Carnaby Street which I visited myself, which was great as it was very interactive with great music, photobooth and even food! On display where some of their best sellers complementing the brand perfectly. Pop-up store, Carnaby Street
"fortune favours the bold WHO GET SH*T DONE!"
HOW RETAILERS COMMUNICATE I have decided to compare these two brands all though they have a similar style, they differ from each other in their marketing schemes and also the fact that All Saints is considered a High Street brand, whereas Saint Laurent is a Luxury brand. ALLSAINTS is a British fashion retail store founded in 1994 by Stuart Trevor and Kait Bolongaro. They produce women and men's wear and accessories sold in their stores worldwide across 27 countries. As opposed to offline communication Allsaints have a much wider usage of online methods such as: Social media: AllSaints has a wide variety of usage of social media to promote their brand and communicate with clients, such as Twitter, Facebook, and mainly Instagram as the brand uses it as a sales channel for their great number of followers (524k) E-commerce: this form of commercial transactions online, which AllSaints sell most of their products on. As it is a simpler and affective method of shopping. Videos: as the brand has great influence of music, they create promotional videos with their influential music in the background and the clothes being worn by model/actors. The videos can be viewed on either Youtube or their social media timelines.
AllSaints have a different take when it comes to offline marketing as they work very closely within the music industry and have collaborated with bands such as Kings of Leon, U2, … Which served them as a marketing scheme as people saw the brand name across popular artists. Once AllSaints started becoming a better-known brand they then expanded their range with knitwear as well as coats and jackets, mainly made from their signature premium leather.
DATE
October 11, 2017
SUBJECT
Communications
Saint Laurent Paris in comparison to AllSaints offline communication strategies, they have a much wider range of strategies such as: Magazines: they use 'high-end" ones (such as Vouge, Elle, GQ) as a form advertisement. As the readers of those particular magazines are usually part of the upper-class society, which is their target audience. Billboards: they use these large outdoor structures to present large advertisements to attract possible buyers. Brand Ambassadors: high end brands use public figures such as celebrities to promote their brands. Saint Laurent's current make-up brand ambassador is Zoe Kravit. As for their clothing line they work with many big celebrity names and public figures such as Cara Delevingne, Kate Moss, ... Fashion shows: high end brands have a great usage of fashion shows and catwalk as they use them to show off their new collection to the public, via models which show case the garments.
Social media: as well as AllSaints, Saint Laurent also uses social media as a communication method to reach their clients such as Twitter, Facebook, Instagram although, they do not use any as sales channels, it is just a form of achieving greater publicity. App: 70% of the human population own smart phones, where they use many different apps with different uses; throughout the years emojis have been becoming more popular Saint Laurent created an emoji app "YMOJI" for people to use and promote the brand through communicating with others. E-commerce: as most shoppers seem to find online shopping as an easier way of shopping; Saint Laurent have a great website where they show of their new collection and also show videos of their catwalks to be able to view the clothes in action. TV adds: they use Televison advertisement as it is a great form of reaching a great number of possible clients, as visual advertisement such as videos are very eye catching and attractive. DATE
 October 11, 2017
SUBJECT
Communications
taylor hill for
Coat: Michael Michael Kors oversized faux fur coat - £448 Dress: Michael Kors Knitted Dress - £125 Shoes: Michael Kors studded heals - £150
Handbag: Michael Kors - £238 Sunglasses: Michael Kors Pilot aviator sunglasses £141 Belt: Michael Kors Belt - £134
Watch: Michael Kors Women's MK3355 'Catlin' Crystal Stainless Steel Watch - £135 Lipstick: Armani Women's Rouge D'Armani Lipstick £28
taylor hill rocks moschino
Add a little bit of body text Cardigan: TheoryTorina Cashmere Cardigan - £290 Top: Moschino Short Dress - £371
Handbag: Alexander Wang Rockie Dumbo Cross Body Bag - £675
SpyLoveBuy Black Suede Lace Up High Tall Stiletto Over the Knee Boots - £37
K A I A
G E R B E R In
Paris