ALLSAINTS X CHINA
CONTEXT BACKGROUD
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CHOSEN LOCATION
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BIG IDEA
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LUXURY BRAND
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LITIMED EDITION
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CREATIVE CONCEPT WILLOWPRINT CHINA NATURAL CULTURE 12 ZODIAC
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CONTEXT CHINESE ARTIST
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CHINESE SHOPPING FESTIVAL
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POP-UP STORE
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ROUTE TO CONSUMER
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ALLSAINTS NEW COLLECTION 2017A/W
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ALLSAINTS X 朱敬一
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SOCIAL MEDIA WEIBO T-MALL BOOK LETS POSTER
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CONCLUSION
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ALLSAINTS BACKGROUND
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AllSaints is a British high street fashion brand, it currently has 3,200 employees across 25 countries and established 219 stores around the world such as U.S.A., France, Italy, Canada, Korea, Turkey, Dubai and so on. As a premium brand, AllSaints has a solid infrastructure that enables the brand to be a leader European label and achieve business growth in the contemporary fashion market. Moreover, AllSaints is obsessed with the improvement of customer brand experience, therefore, the brand is more likely to shift the focus of solely looking at the number of followers into providing content to increase the audience engagement. In order to enhance the sales performance and increase the market share in the international stage, AllSaints is planning to further expand its market scope.
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NEXT ? In order to enhance the sales performance and increase the market share in the international stage, AllSaints is planning to further expand its market scope. In this case, the first thing required to consider is which market the brand is going to enter. China as a large country with huge population has undergone a rapid economic development and growth as well as a strong consumption power of Chinese customers, which enables China to be a potential targeted market attracting more brands’ attentions. Moreover, changeable demographics, increasing income levels, strong customers’ consumption power and good business environment in China are attractive to Western companies and/or brands to enter into (B2B International, 2017).
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The report published by Mark Greiz Consulting (2015) indicates that the total apparel sales in
Chinese market have reached approximately $185 billion and it is estimated to become the largest apparel market in the world. The report also demonstrates that Chinese consumers are interested in purchasing products from new brands. Due to the huge market demand and potential business opportunities, many foreign brands have been launched in Chinese market, such as GAP, VERO MODA, ZARA, Ted Baker, Superdry, H&M, Mango, Next and Topshop. On the other hand, Shanghai as an international city of China with diversified culture is a specific targeted market for AllSaints as a foreign brand. Wu (2003) points out that this city has been considered as a center of commercialism in modern China and it has obtained the name of ‘Haipai’ culture, which is originated from the good location and convenient transportation facility of Shanghai. In addition, customer groups in Shanghai, including residents, entrepreneurs, employees, tourists and business travelers, are viewed as trend-setters for both fashion and lifestyle products (China’s Fashion Industry, 2014). Because of this, it is believed that Shanghai is a good destination for AllSaints to enter into.
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BIG IDEA
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My big idea is understanding the Chinese consumers design for unique personalized garments, create one of limited edition items, reflecting historical arts. Chinese culture influences combines with as spirit and Chinese youth culture.
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LIMITED EDITION ABOUT YEAR OF ROOSTER
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In order to expand the market scope of AllSaints, it is planning to create a limited edition as a new product category that combines Chinese histrionic elements, such as willow print and art of Blue and White, and youth culture. Many authors have stated that introducing new products or services in the market is a new channel to extend the business size and increase the profits, whilst it is an effective manner to enter into a new market by attracting customers’ attentions (McCole and Ramsey, 2005; Hoffman, 2005). Four Chinese artistic elements will be used in the design of the new limited edition offered by AllSaints, including willow print, natural culture, embroidery art and Chinese animal zodiac. First of all, there is a fashion trend that the willow print as a distinctive and elaborate chinoiserie pattern will become new fashion elements in new series. In recent years, many fashion brands have tended to use this element to create and design products, Topshop as a British famous fashion brand is a good example. Secondly, classical Chinese literary culture consists of four treasures, referring to the ink sone, ink brush, paper and ink stick. Because of this, the brand will use ink sticks to draw the Chinese natural culture (i.e. bamboo, bird and blossom) combined with ‘AllSaints’ style. Thirdly, embroidery as one of Chinese art characteristics has a long history since the Neolithic age. While most hand-made products have been replaced by machinery in the contemporary market, some sophisticated products are sill made by hands.
VALENTINO 2013
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GUCCI 2017
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WILLIOW PRINT CHINA
The trend willow print china is a distinctive and elaborate chinoiserie pattern that will as new figure 9 elements in new series. In near years, many fashion brand to use the elements to created product and design the clothes.
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NATURAL CULTURE
figure 10 Alone with the inksone, ink brush, and paper, the inkstick in one of four treasures pf the study of classical chinese literary culture, using the chinese inksticks drawing the chinese natural culture (Bamboo, bird and blossom) combing with ‘ALLSAINTS’ style
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THE 12 ZODIAC
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Moreover, Chinese silk embroidery is still popular in the Southern China, therefore, it could consider about using this material to produce clothing with the pattern of Chinese embroidery. Lastly, The Chinese animal zodiac, called “shengxiao’ in Chinese, including Rat, Ox, Tiger, Rabbit, Dragon, Snake, Horse, Goat, Monkey, R Hence, AllSaints will attempt to establish a cooperative relationship with a Chinese artist to attract customers’ attentions and increase the brand identity. ooster, Dog and Pig. It is representing circle of 12 years and each year is associated with a zodiac animal, the Chinese animal zodiac is similar to constellation in the Western culture. Based on this Chinese culture, the brand of AllSaints will launch ‘Chinese animal zodiac’ series in China, the purpose is to enable Chinese customers to purchase products with the patterns of their own animal zodiac from the AllSaints. Based on the idea of Chinese animal zodiac, numerous luxury and fashion brands have launched limited edition products, including jewelry, clothing and beauty categories, aiming to attract Chinese customers’ attention and further stimulate their purchase behaviors
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figure 14 Hence, AllSaints will attempt to establish a cooperative relationship with a Chinese artist to attract customers’ attentions and increase the brand identity. JINGYI ZHU CALLIGRAPHER
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On the other hand, it is planning that Allsaints will launch a pop-up store in Nanjing Road in Puxi located in Shanghai, this is because this location is a famous shopping area in Shanghai, there are many different fashion brands operating businesses in there, such as Topshop as a British fashion brand and Zara from Spain. It means that a lot of people would be gathered there, particularly those people who have consumption demands. Furthermore, it is estimated that the brand will establish pop-up store on 11th November in this year, this is because that date is Chinese shopping festival, called ‘Single Day’. Many shopping malls and brands have tended to take advantage of this special to carry out discount activities, aiming to promote the brand and products. Detailed information about the implementation of marketing activities is going to be discussed in the next section.
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POP- UP STORE
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ROUTE TO CONSUMER
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As mentioned before, AllSaints will launch a new limited edition of products that combines Chi-
nese historical arts and youth culture in order to enter into Chinese market. Many authors have already pointed out that developing new products or services allows a brand to strengthen its competitiveness and gain benefits through using this strategy, however, it is one of the riskiest tasks for the brand (Cooper, 2001; Clark and Glodsmith, 2006). How to attract customers’ attentions and motivate them purchasing products is main factor impacting on the brand promotion and sales performances. Therefore, it is planning to establish a cooperative relationship with a Chinese artist, Jingyi Zhu, who is a famous artist, calligrapher and painter. The reason of why this artist has been chosen for the collaboration is that the artist is good at using ink to write English words and he believes that different cultures could be combined to create new things. In fact, establishing a cooperative relationship between fashion designer and an artist has been a popular trend in the fashion market over the last decade. For example, Marc Jacobs cooperated with Stephenn Sprouse as an artist to design a category of graffiti-splattered handbags for Louis Vuitton in 2001, the outcome evidenced that this kind of cooperative relationships not only enabled this new product category to be sold out around the world, but also increased the customers’ demands for similar products (Blechman, 2013). Moreover, people usually watch celebrities. Zipporah and Mberia (2014) point out that celebrities represent particular personalities either because of their credibility or because of their attractiveness, even because of both of two reasons. Therefore, brands are likely to take advantages of customers’ psychological traits to improve the brand credibility and increase the brand promotion through cooperating with celebrities. Importantly, most of Chinese are influenced by the celebrity effect when they make purchase decisions.
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At the same time, AllSaints will establish a pop-up store in a shopping area of Shanghai, the purpose is to increase the brand identity and attract Chinese customers’ attentions. Daisyme (2016) has stressed that setting up a pop-up store is more beneficial for retailers rather than opening a physical shop, this is because a pop-up store is small-scaled and temporary, which is easier to be installed. Also, this kind of stores could be built within the short time. Moreover, establishing a pop-up store only needs to simple decorations, as a result, this is a simple and flexible approach for AllSaints to carry out the marketing activities. Because of this, the brand will invite Jingyi Zhu as a Chinese artist to the pop-up store, it is believed that the participation of a celebrity could be viewed as an excellent advertising gimmick to attract customers to visit the pop-up store. Jingyi Zhu will undertake some field-based artistic creations, allowing the brand to create a unique environment and promote the concept of brand design. Relevant staffs will deliver the information about the brand design and illustrate the promotion discount of brand products, particularly seasonal products. In addition, the artist will communicate with customers in order to illustrate the fashionable feelings conveyed by the artistic design. It can be seen that the establishment of a pop-up st China’s Fashion Industry (2014) reports that Chinese customers are more willing to purchase products through the online platforms, whilst China has become the largest e-commerce market in the world in 2013, even surpassing the U.S.A. Also, the report indicates that the sales of online retail in China totally reached $458 billion in 2014. Moreover, the statistics reveals that there were 668 million Internet users in China until 2015, and 89% of Internet users (i.e. approximately 594 million Chinese customers) are willing to access web through their mobile phones. Alibaba Group Holding limited as a Chinese e-commerce company provides several sales services through establishing web portals, which includes Consumer-to-Consumer (C2C), Business-to-Business (B2B) and Business-to-Customer (B2C). According to sales of Alibaba’s single day, the data of Chinese people’s consumption reached $14 billion and 70% of sales transactions were occurred through mobile devices (Brennan, 2016). Tmall has become a trustful online platform that allows Chinese customers to purchase both international and domestic products of different brands as well as those products that are not sold in traditional retail stores. Tmall.com currently features more than 70,000 international and domestic brands from more than 50,000 merchants and provides services for more than 180 million customers. This online platform has ranked number one among all Chinese B2C retail websites in 2010, a gross merchandise volume of 30 billion RMB, which is approximately three times than the amount facilitated by Tmall’s closest competitors, namely 360buy. The data shows that Tmall accounts for a 47.6% share in the B2C online market in China, followed by 16.2% of 360buy and 4.8% of Joyo. Recently, Tmall Global was built in 2014 February and the purpose is to encourage big and famous foreign brands to enter into the Chinese e-commerce market (Maruma, 2016). As a result, AllSaints is going to establish an online shop on Tmall platform. As other foreign brands did, AllSaints could launch some promotional campaigns on Tmall platform. For example, AllSaints could offer promotional coupons such as ‘Buy 500 RMB can get a coupon worthy 50 RMB’ or ‘Buy 800 RMB can get a coupon worthy 100 RMB’. In particular, AllSaints could provide a big discount within time-limited sales in specific days, such as Valentine’s Day, New Year, Single Days, Christmas Day and so on. This kind of promotional campaigns would further stimulate Chinese customers’ purchase behavior and engagement. ore not only enables AllSaints to save costs and capital investment to carry out the marketing activities, but also allows the customer engagement to be increased. Obviously, an increased customer engagement would further enhance the brand identity and potentially increase the sales performances of the brand.
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ALLSAINTS PARTY
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ALLSAINTS X 朱敬一
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figure 26 Since a pop-up store has been established, the question that the brand needs to concern is that how to constantly increase customer engagement. If customers actively engage with the brand, it would be beneficial to enhance the brand identity and increase the profits. Due to the prevalent usage of mobile and social technologies, AllSaints will take advantage of social media platform to increase customer engagement by launching promotional campaigns. More and more marketers and brands have tended to contribute to develop their online marketing activities, this is because an advancement of technology development enables social networking sties to become a direct and convenient channel that allows companies, brands and retailers to communicate with their customers and explore potential customers on the basis of launching online marketing campaign in the contemporary society (Hollis, 2005). Bija and Balas (2014) point out that social media marketing involves a variety of techniques applied to target social networks and users, the purpose is to improve the brand awareness to the public and advertise particular products and/ or services. Diamond (2008) concludes that applying the social media marketing strategy is more likely to focus on contacting with people rather than promoting specific products. In China, Sina Weibo as a microblogging website, seems to be similar to Facebook and Twitter, is one of the most popular and biggest social media websites. Three years after the launch, Sina Weibo has already possessed 503 million registered users, this amount of users accounts for 79% of total Internet users in China (Zhao et al., 2014). It is worthy noting that the success of the posted on Sina Weibo is determined by many different factors, the content is the most important. The right information about the promotional campaigns, funny description and rich content will enable the brand to achieve additional credit (Search Decoder, 2016). Through using Sina Weibo, the brand of AllSaints is able to post the content about descriptions of product collections and update the latest promotion news to followers, whilst encouraging followers to invite their friends to engage in the promotional activities. For example, AllSaints could call its followers either to re-post the content posted by the brand in order to obtain 10% discount for purchasing AllSaints’s products, or to invite 5 or 8 friends to follow the Weibo account of AllSaints in order to gain a free T-shirt. Moreover, AllSaints would create and post some interesting videos to demonstrate the brand culture, the concept of brand design and the process of creating products, which could be an innovative idea attracting customers’ attentions as customers are not familiar with these processes. In addition to the product promotion, AllSaints could also post information of campaign location and time if the brand would plan to undertake outside marketing activities, whilst inviting followers to participate in these marketing activities as well as encouraging more people to take part in. Moreover, the brand could create an online forum that enables followers to express their opinions about the marketing activities or experience of participating in these campaigns.
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GET 20% OFF ALL ITEMS
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figure 28 China’s Fashion Industry (2014) reports that Chinese customers are more willing to purchase products through the online platforms, whilst China has become the largest e-commerce market in the world in 2013, even surpassing the U.S.A. Also, the report indicates that the sales of online retail in China totally reached $458 billion in 2014. Moreover, the statistics reveals that there were 668 million Internet users in China until 2015, and 89% of Internet users (i.e. approximately 594 million Chinese customers) are willing to access web through their mobile phones. Alibaba Group Holding limited as a Chinese e-commerce company provides several sales services through establishing web portals, which includes Consumer-to-Consumer (C2C), Business-to-Business (B2B) and Business-to-Customer (B2C). According to sales of Alibaba’s single day, the data of Chinese people’s consumption reached $14 billion and 70% of sales transactions were occurred through mobile devices (Brennan, 2016). Tmall has become a trustful online platform that allows Chinese customers to purchase both international and domestic products of different brands as well as those products that are not sold in traditional retail stores. Tmall.com currently features more than 70,000 international and domestic brands from more than 50,000 merchants and provides services for more than 180 million customers. This online platform has ranked number one among all Chinese B2C retail websites in 2010, a gross merchandise volume of 30 billion RMB, which is approximately three times than the amount facilitated by Tmall’s closest competitors, namely 360buy. The data shows that Tmall accounts for a 47.6% share in the B2C online market in China, followed by 16.2% of 360buy and 4.8% of Joyo. Recently, Tmall Global was built in 2014 February and the purpose is to encourage big and famous foreign brands to enter into the Chinese e-commerce market (Maruma, 2016). As a result, AllSaints is going to establish an online shop on Tmall platform. As other foreign brands did, AllSaints could launch some promotional campaigns on Tmall platform. For example, AllSaints could offer promotional coupons such as ‘Buy 500 RMB can get a coupon worthy 50 RMB’ or ‘Buy 800 RMB can get a coupon worthy 100 RMB’. In particular, AllSaints could provide a big discount within time-limited sales in specific days, such as Valentine’s Day, New Year, Single Days, Christmas Day and so on. This kind of promotional campaigns would further stimulate Chinese customers’ purchase behavior and engagement.
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ALLSAINTS ONLINE PAGE IN T-MALL
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BOOKLETS
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POSTER
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CONCLUSION
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As a British high street fashion brand, AllSaints has currently operated its business in 25 countries. In order to further expand its market scope, the brand is planning to enter into the Chinese fashion industry. In fact, there is a rapid economic development and a strong consumption power, therefore, it is believed that China has a huge business opportunity for AllSaints to gain more profits. AllSaints will be set up in Shanghai, this is because Shanghai is a center of commercialism in current China, people in Shanghai seem to be trend-setters for fashion products. Regarding the market entry, it is going to introduce a new limited product edition for Chinese customers, this new edition combines Chinese histrionic elements, such as willow print and the art of Blue and White, and youth culture. Moreover, four Chinese artistic elements will be used in the product design, referring willow print, natural culture, Chinese embroidery art and Chinese animal zodiac. As a new foreign brand, AllSaints is going to establish a cooperative relationship with a Chinese artist, a pop-up store will be set up in the shopping area of Shanghai as well. The purpose is to take advantage of the influence of celebrity to attract more people to visit the brand, visitors would communicate with the artist about the design concept and gain information about products from on-site staffs. Furthermore, Sina Weibo as one of famous social media channel enables AllSaints to give more detailed information about brand and constantly update the latest news or activities for its followers, whilst calling follower for re-posting the content or inviting more people to engage in campaigns launched by the brand. In addition, AllSaints will open an online shop on Tmall as an e-commerce platform where enables Chinese customers to purchase both international and domestic brands. In addition, AllSaint could offer promotional coupons such as ‘Buy 500 RMB can get a coupon worthy 50 RMB’ or ‘Buy 800 RMB can get a coupon worthy 100 RMB’, it not only increase the brand identity but also potentially increase the profits of AllSaints.
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APPENDIX
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REFERENCES
B2B International, (2017). Entering Chinese Business-to-Business market the challenge & opportunities. https://www.b2binternational.com/publications/china-market-entry/ [Available access at 01/05/2017] Bija, M., and Balas, R., (2014). Social media marketing to increase brand awareness. Journal of Economics and Business Research, No.2, p155-164. Blechman, M., (2013). A history of art& fashion collaborations. http://www.artspace.com/magazine/art_101/art_market/art_101_art_and_fashion_collaborations-5804 [Available access at 01/05/2017] Brennan, T., (2016). How foreign brands can find fortune in china right now. http://www.alizila.com/e-commerce-a-big-opportunity-for-foreign-brands-in-china/ [Available access at 02/05/2017] China’s Fashion Industry, (2014). An overview of trends, opportunities, and challenges. http://china.nlambassade.org/binaries/content/assets/postenweb/c/china/zaken-doenin-china/sectoren/creatieve-industrie/china-fashion-industry-kansenrapport.pdf [Available access at 01/05/2017] Clark, R, A., and Glodsmith, R, E., (2006). Interpersonal influence and consumer innovativeness. International Journal of Consumer Studies, Vol.5, p20-32. Cooper, R, G., (2001). Winning at New Products. 3rd Edition. New York: Addison Wesley. Daiisyme, P., (2016). Companies turn to pop-up events and stores to increase brand awareness. https://www.entrepreneur.com/article/286231 [Available access at 03/05/2017] Diamond, S., (2008). Web Marketing for Small Businesses: 7 Steps to Explosive Business Growth. Sourcebooks Inc., Illinois. Hoffman, D., (2005). New approaches for measuring consumer preferences for really new products. Advances in Consumer Research, Vol.47, No.32, p90.
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REFERENCES Hollis, N., (2005). Ten years of learning on how online advertising builds brand. Journal of Advertising Research, Vol.45, No.2, p255-268. Mark Greiz Consulting, (2015). Fashion Market Overview: China. http://www.exportfinland.fi/documents/10304/77620/Export-Finland-China-Fashion-Studies.pdf [Available access at 01/05/2017] Maruma, M., (2016). China’s Tmall Global: everything you need to know. http://www.webretailer.com/lean-commerce/tmall-global/ [Available access at 03/05/2017] McCole, P., and Ramsey, E., (2005). A profile of adopters and non-adopters of Ecommerce in SME professional service firms. Australian Marketing Journal, Vol.13, p36-45. Search Decoder, (2016). Chinese social media: 10 marketing tips how to win on Sina Weibo. https://www.searchdecoder.com/social-networks-in-china-sina-weibo/ [Available access at 05/05/2017] Wu, W., (2003). Cultural strategies in Shanghai: regenerating cosmopolitanism in an era of globalization. Progress in Planning, 61, p159-180. Zhao, J., Wu, W., Zhang, X., Qiang, Y., Liu, T., and Wu, L., (2014). A short-term trend prediction model of topic over Sina Weibo dateset. Journal of Combinatorial Optimization, 28, p613-625. Zipporah, M, M., and Mberia, H, K., (2014). The effects of celebrity endorsement in advertisements. International Journal of Academic Research in Economics and Management Sciences, Vol.3, No.5 p178-188.
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11.NOVEMBER 2009-2016 Sales volume/ Billion
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Year-onyear growth%
ILLUSTRATIONS
1. Unknown, (2017), ALLSAINTS [ONLINE]. Available at: https://www.allsaints.com/?gclid=CO3XwqO6g9QCFYu6Gwod69QNxg [Accessed 22 May 2017]. 2. Unknown, (2017), ALLSAINTS [ONLINE]. Available at: https://www.allsaints.com/?gclid=CO3XwqO6g9QCFYu6Gwod69QNxg [Accessed 22 May 2017]. 3. Unknown, (2017), ALLSAINTS [ONLINE]. Available at: https://www.allsaints.com/?gclid=CO3XwqO6g9QCFYu6Gwod69QNxg [Accessed 22 May 2017]. 4. allsaints.com, (2017), ALLSAINTS [ONLINE]. Available at: https://uk.pinterest.com/ pin/124341639688801395/ [Accessed 22 May 2017] 5. Kids Press Magazine, (2015), ALLSAINTS [ONLINE]. Available at: https://uk.pinterest.com/ pin/562879653409857650/ [Accessed 22 May 2017]. 6. Vogue, (2015), Shanghai city [ONLINE]. Available at: https://uk.pinterest.com/ pin/352547477065087687/ [Accessed 22 May 2017]. 7. World, (2014), Shanghai [ONLINE]. Available at: https://uk.pinterest.com/ pin/210332245074836061/ [Accessed 22 May 2017]. 8. Unknown, (2017), ALLSAINTS [ONLINE]. Available at: https://www.allsaints.com/?gclid=CO3XwqO6g9QCFYu6Gwod69QNxg [Accessed 22 May 2017]. 9. Jing, (2017), gucci [ONLINE]. Available at: https://www.google.co.uk/search?q=luxury+limited+edition+rooster&sa=X&tbm=isch&tbo=u&source=univ&ved=0ahUKEwiOhNHpyYPUAhUBWhoKHT-qBxsQsAQILw&biw=1440&bih=794#imgrc=lJ_fbdjAFzqFCM: [Accessed 22 May 2017].
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ILLUSTRATIONS 10. Unknown, (2017), valentino willow print china [ONLINE]. Available at: https://www. google.co.uk/search?q=valentino+willow+print+china&rlz=1C5CHFA_enGB541GB541&tbm=isch&tbo=u&source=univ&sa=X&ved=0ahUKEwiC16vCuIbUAhXlDMAKHVDsBLEQsAQILw&biw=1187&bih=676&dpr=2#imgrc=VqnZZoAkmPWWHM: [Accessed 23 May 2017]. 11. Unknown, (2017), gucci 2017 [ONLINE]. Available at: https://www.google.co.uk/ search?rlz=1C5CHFA_enGB541GB541&biw=1187&bih=676&tbm=isch&sa=1&q=gucci+2017+ man+&oq=gucci+2017+man+&gs_l=img.3...6551.7204.0.7355.5.5.0.0.0.0.84.347.5.5.0....0...1.1.64. img..0.4.283...0j35i39k1j0i24k1j0i19k1.KGU5mX52e3g#imgrc=anyHOqYK-VSzGM: [Accessed 23 May 2017]. 12. Unknown, (2015), willow print china [ONLINE]. Available at: http://www.emblibrary. com/EL/Products.aspx?Catalog=Emblibrary&ProductID=D7035 [Accessed 23 May 2017]. 13. Unknown, (2017), ink [ONLINE]. Available at: https://uk.pinterest.com/ pin/70579919136215859/ [Accessed 23 May 2017]. 14. Unknown, (2014), 12 ZODIAC [ONLINE]. Available at: https://www.google.co.uk/search?rlz=1C5CHFA_enGB541GB541&biw=1187&bih=676&tbm=isch&sa=1&q=chinese+12+zodiac&oq=CHINESE+12+Z&gs_l=img.1.0.0i19k1l2j0i8i30i19k 1l3.305206.307746.0.309683.12.12.0.0.0.0.98.926.12.12.0....0...1.1.64.img..0.12.926...0j35i39k1j0i30i19k1.Z7vHSGTR1Ew#imgdii=STxmKyNGbytieM:&imgrc=OpEmgAiJq5--BM: [Accessed 23 May 2017]. 15. Unknown, (2015), 12 ZODIAC [ONLINE]. Available at: https://www.google.co.uk/search?rlz=1C5CHFA_enGB541GB541&biw=1187&bih=676&tbm=isch&sa=1&q=chinese+12+zodiac&oq=CHINESE+12+Z&gs_l=img.1.0.0i19k1l2j0i8i30i19k 1l3.305206.307746.0.309683.12.12.0.0.0.0.98.926.12.12.0....0...1.1.64.img..0.12.926...0j35i39k1j0i30i19k1.Z7vHSGTR1Ew#imgrc=wOjDh-aWwHMkiM: [Accessed 23 May 2017]. 16. Own image 17. Unknown, (2013), Jingyi zhu [ONLINE]. Available at: http://image.baidu.com/search/ detail?ct=503316480&z=0&ipn=d&word=%E6%9C%B1%E6%95%AC%E4%B8%80&step_word=&hs=0&pn=23&spn=0&di=115764759550&pi=0&rn=1&tn=baiduimagedetail& is=0%2C0&istype=0&ie=utf-8&oe=utf-8&in=&cl=2&lm=-1&st=undefined&cs=2663143558%2C1591191031&os=2192001303%2C1710091220&simid=4227482757%2C812549169& adpicid=0&lpn=0&ln=1934&fr=&fmq=1495557766250_R&fm=&ic=undefined&s=undefined&se=&sme=&tab=0&width=&height=&face=undefined&ist=&jit=&cg=&bdtype=0&oriquery=&objurl=http%3A%2F%2Fimage.99ys.com%2F2015%2F1022%2F20151022055356585. jpg&fromurl=ippr_z2C%24qAzdH3FAzdH3Fgjof_z%26e3Bllyf_z%26e3Bv54AzdH3Ftg1jx_z%26e3Brir%3Fw%3Dwrr_etjo%26v%3Dtg1jx%26t1%3D8lbddd%264%3Dv5gpjgp&gsm=0&rpstart=0&rpnum=0 [Accessed 23 May 2017].
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ILLUSTRATIONS 18. Unknown, (2015), Jingyi zhu [ONLINE]. Available at: http://image.baidu.com/search/ detail?ct=503316480&z=0&ipn=d&word=%E6%9C%B1%E6%95%AC%E4%B8%80&step_ word=&hs=0&pn=26&spn=0&di=197119444170&pi=0&rn=1&tn=baiduimagedetail&is=0%2C0&ist ype=0&ie=utf-8&oe=utf-8&in=&cl=2&lm=-1&st=undefined&cs=3075995111%2C3985808664&os=1 721014585%2C713012292&adpicid=0&lpn=0&ln=1934&fr=&fmq=1495557766250_R&fm=&ic=undefined&s=undefined&se=&sme=&tab=0&width=&height=&face=undefined&ist=&jit=&cg=&oriquery=&objurl=http%3A%2F%2Fimg5.duitang.com%2Fuploads%2Fitem%2F201601%2F02% 2F20160102151526_mBX52.thumb.700_0.jpeg&gsm=3c&rpstart=0&rpnum=0 [Accessed 23 May 2017]. 19. Unknown, (2015), Jingyi zhu [ONLINE]. Available at: http://image.baidu.com/search/detail?ct=503316480&z=undefined&tn=baiduimagedetail&ipn=d&word=%E6%9C%B1%E6%95%AC %E4%B8%80&step_word=&ie=utf-8&in=&cl=2&lm=-1&st=undefined&cs=3954562576,287856202 9&os=2062216725,1296775269&pn=70&rn=1&di=102356191520&ln=1934&fr=&fmq=1495557766250_R&fm=&ic=undefined&s=undefined&se=&sme=&tab=0&width=&height=&face=undefined&is=0,0&istype=0&ist=&jit=&bdtype=0&pi=0&gsm=1e&objurl=http%3A%2F%2Fimg3.duitang. com%2Fuploads%2Fitem%2F201604%2F11%2F20160411175235_UdALf.thumb.700_0.jpeg&rpstart=0&rpnum=0&adpicid=0&ctd=1495557874612^3_1203X764%1 [Accessed 23 May 2017]. 20. Own image 21. Own image 22. Unknown, (2016), pop-up store [ONLINE]. Available at: https://uk.pinterest.com/ pin/481955597601848128/ [Accessed 23 May 2017]. 23. Own image 24. Own image 25. Own image 26. Unknown, (2017), ALLSAINTS [ONLINE]. Available at: https://www.allsaints.com/?gclid=CO3XwqO6g9QCFYu6Gwod69QNxg [Accessed 22 May 2017]. 27. Unknown, (2017), ALLSAINTS [ONLINE]. Available at: https://www.allsaints.com/?gclid=CO3XwqO6g9QCFYu6Gwod69QNxg [Accessed 22 May 2017].
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