Alexander Wang Brand Audit Report by autumnlilywest

B R A N D

Autumn West

A U D I T

ONTENTS PAGE

1.Exclusive Summery 2.Introduction 2.1.Brand History 2.1.2 . Awards and Achievements 2.2. Brand Time Line 3. Brand Equality and Visual Identity 3.1. Akers Model 4. Marketing Mix 4.1 BCG Matrix 4.2. Price 4.3. Place 4.4. Promotion 5. Consumer Segmentation 5.1 Emerging Markets 6. Competitor Analysis 6.1. Brand Positioning Map 7. Micro and Macro-Economic Factors 7.1 PESTEL Analysis 8. SWOT Analysis 9. Recommendations 10. Bibliography 10.1 References

1.EXECUTIVE SUMMERY

Hereâ&#x20AC;&#x2122;s an insight into Alexander Wang and his exclusive brand, exploring how he creates versatile shows and private parties. A well-known designer with secretive public relations mainly working with A-list stars, industry professionals and personal friends. Creating a lifestyle that is wanted by many, a brand thatâ&#x20AC;&#x2122;s luxurious but still managing to think strategically.

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2.BRAND H I STORY

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Alexander Wang is main creative director of the brand created in 2005, he created an eponymous label, aged 21. This happened shortly after dropping out of Parsons School for Art and Design in 2004. He had the passion and drive to create something bigger. Initially Wang created a Knitwear collection with six items based on unisex silhouettes (Klein’s, nod). The brand began with his mother and sister as chief executive and chairman and his brother as chief financial advisor, Wang supported the ones he loved in an industry he’s passionate about.

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The brand changed image in 2006 when Wang established a sleek Ready to Wear Woman’s collection. However, the brand didn’t make its first appearance in fashion week till 2007, debuting in Autumn/Winter New York Fashion Week (Klein.S n.d). This is where Anna Wintour editor in chief of Vogue brought attention upon the rising designer, from that point the brand took off, winning awards and getting recognition from many industry professionals. Through 2008 - 2011 Wang received many awards for his dedication and collections, two of these awards being the top award from Vouge/CFDA Fashion Fund with a sum of $200,000, and in 2011 being named Best Menswear Designer by CQ. Finally showing the power Wang has in the Fashion Industry. From this recognition Wang become the Creative Director of Balenciaga in 2012,

causing many controversies to whether Wang could become an icon for the brand like Nicholas Ghesquiére were previously. However, he held this position for three consecutive years, but unfortunately, they didn’t renew Wang’s contract in 2015, allowing him to focus on his own brand again. After returning to the brand he had a management change in 2016 removing his Mother and Sister from the positions they held since 2005 making it more iconic. In 2018 Wang has both Men’s and Woman’s wear and many brand extensions such as T by Alexander Wang, a jewellery line, footwear and many more. Wang did not stop here he also worked with other companies to make successful collaborations such as Alexander Wang X Adidas.

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Visual Identity 6

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The brand uses the same attributes and imagery for each campaign to fit in with the party theme, using the same models each year and creating little snippet videos of partying and living the life everyone desirers to have. A lifestyle of Money, Alcohol, Late Nights and Rebellious Youth. This’s how youth culture fits in with the brand, yet it isn’t just this lifestyle that sets it apart from the rest, it’s also the brand’s symbol and authenticity. Wang’s states “It’s a lifestyle brand- because at the end of the day, Fashion is style and style’s not just what clothes you wear, but it’s what you eat, where you go, who you hand out with” (Bowles.H, 2012). The brand is named after the main Creative Director helping recognise Wang himself as an individual also allowing all the collections to be traced back to the brand directly. Using Wang’s name as the logo is symbolic to know who’s behind all the collections, but the use of graphics creates a barcode like logo showing the brands originality. Wang doesn’t use brand loyalty to the fullest due to the high prices, and limited sizing, therefore Wang can only help consumers by reducing the products in sales or reducing old stock that hasn’t sold.

3. Brand Equality

Wang has made his brand stand out with its exclusive element and outrageous ideas. The brands exclusivity means you need to know Wang personally to be able to get an insight into the new collections. Wang creates a persona within his brand that is rebellious and urban, yet he uses desirable fabric and tailoring to create luxury items. Beginning from nothing Wang said, “it all comes down to connecting with who I felt was my customer and my audience.” (Socha.M, 2013) The brand’s recognised for dark black colours and using a sportswear inspired look. The dark colours add to the private feel and to the fact Wang creates a relationship with his followers by producing nightlife rave’s after every show. His friends speak about him as “The same person I met when I was fourteen” (Imran H, 2012) yet from this behaviour he’s created an empire and a legacy with the notorious after party WangFest.

3. Brand Equality 8

Due to Wang being for such and select crowd, he likes to please the consumers he has and make their shopping experience exquisite. According to (Imran. H, 2012) Wang stated “Because I created the brand from scratch, it feels like there’s a deep responsibility to oversee almost everything - from creating products creating packaging, to what the pricing is going to - Because it is my name on the door you know?” Showing just how much Wang doesn’t want to disappoint. This makes Wang’s brand a real competitor not many other designers oversee everything in their brand especially the little detail, to make every experience personal. If I had to choose a competitor of Wang it would be Jil Sander or Philip Lim, due to their brand exclusivity also the quality similar to Wang’s. He creates an awareness of brand superiority, due to him being so unique. He has a self-aware business knowing that no matter what the price his consumers will purchase products due to them being such a close net supporter of his brand, helping them buy into the lifestyle, and fulfilling the urgency to fit into this persona. Making them feel a part of the parties and exclusive events. Wang said himself (Imran. H, 2012) “No one comes to your party unless you pay them – and huge fees to” from this day on Wang kept the events private with only authentic friends invited. Therefore, people see a sense of achievement to own an Alexander Wang’s item especially as it is highly priced and in the luxury quarter.

jewellery would be a problem as it is a product that can be reused, yet the collection is small, meaning there isn’t a huge range to choose from, but they are in demand as statement pieces. The star products are Wang’s unique jewelled bags which have been an ongoing consistent product for many years helping with growth in the brand. Even through Wang has these products he still considers the 4P’s.

As Wang stated, “I like to use creative thinking when it comes to business decisions, and I always like to use business thinking when it comes to creaWang uses the BCG Matrix strategy tive decisions.” (Amed.I, 2016, Dec 8) created in 1968. Wang’s matrix is simshowing in his work and therefore the ple. Products that are unprofitable 4P’s are important. Price is a huge conare classed as Dogs, in Wang’s case tributor as the price needs to follow in his Dog products are his knitwear as conjunction with the exclusivity, allowit unprofitable but there is a historical attachment as this is what created the ing wealthier people to purchase the brand therefore it is kept in the product products stopping everyday people from wearing the brand and decayline even with its low growth. The cash ing out the fact that these items aren’t cow products don’t cost Wang any for everyone. It allows him to sell the money to maintain but I’d say these products are his shoes, as many people uniqueness at the knowledge that his follows will pay X amount of money of want Wang’s shoes and they sell on his products. demand yet the growth in sales hasn’t rocketed since his first collection. There are also problem products I believe his

4. Marketing Mix

When researching I contacted Wang’s marketing team and they responded that all brand PR is done in house but disclosing this information is forbidden, adding to the exclusivity but sticking to Wang’s aims in that only close relations can have knowledge on the structure of the brand. The products created are somewhat marketed yet not in a way of advertisements, there are campaign photos from each collection, but these are seen by few people, and not published to a wide audience. Wang lives for the hide and seek feel to create suspense and tension for his next collection.

4. Marketing Mix 10

The standards continue through distribution, one of Wang’s favourite achievements, is when stores started selling his merchandise, from this Wang built an empire from mixing three distribution strategies to create a discrete fully-functional channel. He uses procedure through his independent shops, to create the strongest element of distribution. These stores are in Soho New York, London and Beijing (Alexander Wang (n.d)) these places have a high fashion reputation creating the right atmosphere for Wang’s clothing. On the other hand, he uses Channel distribution through luxury department stores, such as Selfridges, and Barneys, this creates partnerships however it doesn’t offer the whole experience that Wang created in his own stores, making the consumer feel less valued. Wang also link’s his business online through consumer distribution with a direct webpage, and via agent third parties.

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Even though Wang has placed all his collection on his personal webpage, he continues to make some items only available in stores. Allowing the consumer to see the item but not giving them the opportunity to buy. All three distributions work together to gain sales and help people explore the brand, as far as the promotional side Wang doesn’t promote his brand much but relies on the existing customer to return due to the care and thoughtfulness taken in processing the actual and augmented product. He uses digital advertising for campaigns and places videos on YouTube also places some campaign photos on social media platforms.

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5. Consumer Segmenttion 12

The consumers Wang connects with are successful individuals, due to the luxury and lavish items and high price tag. In relation to Maslowâ&#x20AC;&#x2122;s hierarchy of needs the individuals who purchase from Wang do so due to self-actualisation gaining fulfilment from buying expensive goods. The fulfilment links to esteem needs, gaining a sense of achievement and belonging. As Wang creates such a high reputation for his brand the consumers feel apart once they have bought his products. However, the consumers are from specific geographic and demographicâ&#x20AC;&#x2122;s. The geographic of the consumers is normally in richer areas such as Soho New York, and London, these areas are mainly full of wealthier consumers meaning Wang can gain the respect he desires. The demographic however are individuals looking to be fashion forward yet still retain a street urban vibe. Most consumers are of a younger age and looking to show off a unique individuality. They have needs of wanting to feel apart in their individual fashion style, Wang meets these needs be giving them the look they want with quirky extras.

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The consumers never change yet as the seasons go on Wang has given them a new youth look. He emerges markets in the US, China, and the Middle East as they all have a need for the luxury quarter and want the best there is in the market. Therefore, his business has bloomed from these countries due to the consumers desire to gain whatâ&#x20AC;&#x2122;s best in the market.

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6. Competitor Analysis 16

High Price

6.1 Brand Positioning Map

Low Quality

High Quality

Low Price

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7. Micro-Economic

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POLITICAL:

As we all know sweatshops are forbidden yet back in 2012 Wang had a lawsuit filed against him claiming he “violated labour laws relating to overtime pay and the states minimum wage” (Alexander. E, 2012 August 15). Wang denied all allegations, trying hard to get the lawsuit dropped. This took place from March 7th till August 15th over this period many people gave evidence, but all allegations were dropped. $50 million was spent on the case yet with 30 workers reporting the conditions $450 million was spent over 9 cases. After this Wang did all he could to prove the “bad labour conditions” (Alexander. E, 2012 August 15) were just rumours releasing a statement saying “In reality this case was filed by an individual who was let go by the company because of serious harassment issues. We stand by our decision to promote a safe work place environment for all employees regardless of false claimed that may be waged against us in retaliation” (Alexander. E, 2012 August 15).

Because of this Wang has created a whole political lawsuit against counterfeit goods but this is just the start of this revolution. The lawsuit enables his brand to stay at the height it is but also to beat all the counterfeiters to enable his customers to get the best product for their money. Suing overall “Over 45 defendants operating 459 websites” (Conlon. S, 2016, Aug 15) Although Wang will never receive this money as the websites founders are too hard to trace.

Sustainability is something Wang promotes he is one of many designers who agreed to clean up New York’s runways by only use natural resources and raw materials. Including everything from packaging to the garment making recyclable and organic products. Wang is in partnership with a company called Runway to Green selling only sustainable items with a new identified label. This project has allowed Wang to take another step forward in the fashion industry. The president of Runway to Green (Lorenzo Roccia) claimed “This is one of the most important commitments achieved by the fashion industry to learn about the impact it has on the environment” (FNA, 2011, Apr 18). This shows how much Wang as a designer can influence people and lead the fashion industry into a change where all garments are sustainable and recyclable.

SOCIAL:

Socially Wang gets the most he can from publicising his company through interviews. He uses worldwide public competitions such as the $20,000 shopping spree in his store in Soho. This isn’t just to create funds for the brand, he uses competitions to spread awareness of charities around the world. He uses his social media presence to show of new trends, collections, and partnerships. As Wang’s social group is filled with many A-listers, so he get them to tag along with his ideas, such as the Do Something project supporting youth and social change where he involved “38 models, actors, musician’s and more out in chic street gear” (Pieri.K (n.d)) Wang donated 50% of the proceeds to the charity to celebrate 10 years of fashion, he also worked with (RED) which supports babies born with HIV. Another thing Wang uses his social platform for was to recognise LGBT, he created anti-Sochi beanies. The campaign was called Principal 6, again he got A-Lister friends to promote the awareness and gave all proceeds directly to the people in need.

Macro-Economic Factors 7.1

ENVIROMENTAL:

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TECHNOLOGY:

Alexander Wang has partnered with Samsung to create technology that will change the fashion industry. Creating a “new print based on doodles, sketchers and photographs that are being contributed by a smart phone” (Olson. E, 2013, Feb 7). The collaboration allows ideas to be sent from a Samsung Galaxy note II to a special one of a kind printer to create new garments. This changed Fashion as Wang took a step forward into the unknown to allow him to give a personal touch to connect with consumers.

ECONOMICAL:

Economically, Wang has created a brand which upholds double-digit growth, in the US over Europe and Asia, from strategically planning out where his brand would be more successful and help keep up with the demands of the environment. He met these financial demands by opening another store in London, also launching his Denim X Alexander Wang and T X Alexander Wang. These new collections keep growth in the business and bring new focus. Wang’s net worth totals up to roughly $245 million, he has done this by investing in stock property and endorsement deals. But over last year he made close to a $50 million lead over his competitors setting his business aside and gaining power over other designers. (Kearney. C, 2018, Feb 10)

LEGAL:

Legally Wang conforms to all health and safety with all his products but he has added copywrite to all his garments, music, dialog, and software, to ensure that the company is authentic, he used the national and international copywrite and other intellectual property laws. His website includes terms and conditions of use, terms and conditions of sale, returns policy, privacy policy, information of privacy and cookie policy. All these factors are placed on the website for consideration of the consumer, allowing all consumers to be happy with the purchases and any other issues. (Alexander Wang, 2017, Sep)

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8. S.W.O.T Analysis

STRENGTHS:

Some of Wang’s main strengths are the economical advances, growth and the ability to target specific consumer group. Also, the many collaboration’s he’s done as well as he contribution to charities. The brand has a whole is strong as it continues to keep the exclusivity but still excites existing customers to continue purchasing and buying the brands.

OPPORTUNITIES:

Collaborations with other designers are also something that Wang could create more opportunities from as it allows him to create new items and stand out to new markets. Another opportunity would be Wang’s use of technology, he uses this quite well already yet as technology is advancing he could be the fourth front of new technological materials. Also, the funding that he won from Vogue ($20,000) could have taken his brand to new levels and different heights in marketing. The money could have been used on alternative thing to improve the brand.

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WEAKNESSES:

I believe one of the main weaknesses in the brand is the secrecy due to how hard it is to find out information and how hard it is to fit into the brand if you aren’t a specific individual. I do credit Wang for what he does yet him being so unique has lead to researching the brand and even contacting the brand to be difficult. However, he could work on the advertisement section, I am not suggesting to publicly show the collection but show off the campaign photos slightly more with the given audience, this will allow the collections to be seen by people in his target market or new consumers to become interested in the brand.

THREATS:

Wang often gets compared to contemporary designers, this is a threat as Wang wants individuality for his brand but being compared to others would knock that aspect. Also, over the past few years the lawsuits made against Wang with the sweatshop allocations created a higher risk threat as many people don’t want to be associated with the brutality of sweatshops. People buy luxury clothing to escape and cancel out this sort of behaviour, so when Wang had the allegations made against him the sales started to drop, meaning the turn over for that year wasn’t as high as it should have been. The final threat is using controversial celebrities to promote his brand. This makes consumers question Wang’s motive and why they should buy the brand when certain celebrities don’t fit to Wang’s mould themselves.

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To assure all sweatshops allegations are beside him, I believe Wang should create a collection working on sweatshops awareness. This will allow him to gain consumers which left during the allegations, on the other hand it will set him apart from other designers as he is creating awareness of an issue that is relevant to the fashion industry. Secondly, I would recommend Wang promotes his campaigns in top selling fashion magazines, this would allow him to spread the word about his brand, gain more consumers, but most importantly make more people aware of his brand. Finally, I believe Wang should keep his individuality and forward-thinking ideas to make sure the brand keeps up with the desirability it has now.

BIBLIOGRAPHY:

• Bowles, Hamish Wintour, Anna (editor) , 2012, Sep 1, Fashion & Features: Alexander Wang: Untamed Youth, Vogue, Vol.202(9), p.838, 839 Retrieved From: https://www.vogue.com/article/alexander-wang-untamed-youth • Steven Klein, (n.d), Alexander Wang, Retrieved from https://www.businessoffashion.com/community/ people/alexander-wang • Imran Amed, 2016, Dec, 8, 5:30, From Designer to CEO Alexander Wang A Man With A Plan, (Website) Retrieved From: https://www.businessoffashion.com/articles/ceo-talk/from-designer-to-ceo-alexander-wang-is-a-man-with-a-plan • Miles Socha, 2013, Oct, 30, WWD CEO Summit: Q+A With Alexander Wang, (website with available • PDF) Retrieved From: http://wwd.com/fashion-news/designer-luxury/wwd-ceo-summit-alexander-wang-7254936/ • Alexander Wang, (n.d), Retrieved from https://www.alexanderwang.com/experience/en/store-locator/ • Ella Alexander, 2012, Aug, 15, Vouge, Wang Victory, Retrieved From: www.vogue.co.uk/article/alexander-wang-disputes-sweatshop-claims • Scarlett Conlon, 2016, Aug, 15, Vogue, Alexander Wang’s Bittersweet Legal Award, Retrieved From: www.vogue.co.uk/article/alexander-wang-awarded-90-million-counterfeiting-cybersquatting • FNA, 2011, Apr, 18, APLF, Article, Sustainability: Top designers promoting sustainability, Retrieved From: http://www.aplf.com/en-us/leather-fashion-news-and-blog/news/7194/sustainability-top-designers-promiting-sustainability • Kerry Pieri, n.d, Harpers Bazaar, Online Article, Alexander Wang Calls In All Of His Friends For DoSomething, Retrieve From: https://www.google.co.uk/amp/www.harpersbazaar.com/fashion/trends/ gmp6154/alexander-wang-do-something-collection/ • Elizabeth Olson, 2013, Feb, 7, The New York Times, Online Article, Using Fashion To Make A Statement On Technology, Retrieved From: https://mobile.nytimes.com/2com013/02/08/business/media/usingfashion-to-make-a-statement-on-technology.html?refer=https://www.google.co.uk/ • Carol Kearney, 2018, Feb, 10, Online Article, Alexander Wang Highest-Paid Fashion Designer In The World, Retrieved From: https://en.mediamass.net/people/alexander-wang/highest-paid.html • Alexander Wang, 2017, Sep, Online Website, Legal Area, Retrieved From: https://www.alexanderwang.com/hr/help/legalarea/useterms

References:

• Fig 1. Alexander Wang, Retrieved From: https://media.allure.com/photos/58a46d3fb5c56f703162657c/master/pass/alexander-wang-balenciaga-1.jpg • Fig 2. Alexander Wang Winning Best Men’s Wear, Retrieved from: https://purestyleedition.files.wordpress. com/2014/10/article-2472812-18ebefca00000578-392_634x646.jpg • Fig 3. T X Alexander Wang, Retrieved From: https://images.complex.com/complex/image/upload/c_limit,w_680/fl_lossy,pg_1,q_auto/klhibittx9mtb9rlemxx.jpg • Fig 4. Parsons School of Art and Design Logo, Retrieved From: http://www.graphicdesigndegreehub.com/ wp-content/uploads/2014/03/Parsons-School-of-Design-Graphic-Design.jpg • Fig 5. Alexander Wang at New York Fashion Week, Retrieved From: https://upload.wikimedia.org/wikipedia/ commons/thumb/f/ff/Alexander_Wang_Photo_by_Ed_Kavishe_Fashion_Wire_Press.jpg/220px-Alexander_ Wang_Photo_by_Ed_Kavishe_Fashion_Wire_Press.jpg • Fig 6. Alexander Wang Knitwear Collection, Retrieved From: https://i.pinimg.com/736x/3f/89/2f/3f892f1f7ddb933335fc5c8f4b3810ea--fall-winter-fashion-winter-.jpg • Fig 7. Alexander Wang’s Ready-To-Wear Collection, Retrieved From: https://i.pinimg.com/736x/b2/0a/c6/ b20ac63c7140a3a42baa5674646c65eb--bad-request-alexander-wang.jpg • Fig 8. New York Fashion Week Logo, Retrieved From: http://www.hitthefloor.com/wp-content/uploads/2014/02/fashion-week.jpg • Fig 9. Alexander Wang and Anna Wintour, Retrieved From: https://i.models.com/mdx/i/2010/02/8435-1280w. jpg • Fig 10. Alexander Wand X H&M Men’s Wear, Retrieved From: http://www.theskinnybeep.com/wp-content/ uploads/2014/10/2015-Fashion-Trends-Menswear-Alexander-Wang-for-Hm.jpg • Fig 11. Balenciaga Logo, Retrieved From: http://www.icon-icon.com/sites/default/files/styles/image_detail/ public/field/image/logo_balenciaga.jpg?itok=nQ7hn9x7 • Fig 12. Alexander Wang at WangFest 2018, Retrieved From: https://hypb.imgix.net/image/2017/09/alexander-wang-2018-spring-summer-collection-tw.jpg?w=960&q=90&fit=max&auto=compress%2Cformat • Fig13. Alexander Wang Logo, Retrieved From: https://hypb.imgix.net/image/2017/09/alexander-wang-2018-spring-summer-collection-tw.jpg?w=960&q=90&fit=max&auto=compress%2Cformat • Fig 14. T X Alexander Wang, Retrieved From: https://images.complex.com/complex/image/upload/c_limit,w_680/fl_lossy,pg_1,q_auto/klhibittx9mtb9rlemxx.jpg

• Fig 15. Alexander Wang at WangFest 2018, Retrieved From: https://hypb.imgix.net/image/2017/09/alexander-wang-2018-spring-summer-collection-tw.jpg?w=960&q=90&fit=max&auto=compress%2Cformat • Fig 16 . Alexander Wang Spring/Summer 18 Retrieved From: https://assets.vogue.com/photos/59b4a6a87ed6ea084ceaea38/master/pass/_ALE0019.jpg • Fig 17. Alexander Wang Spring/Summer 18 Retrieved From: https://assets.vogue.com/photos/59b4a6a87ed6ea084ceaea38/master/pass/_ALE0019.jpg • Fig 18. Alexander Wang Spring/Summer 18 Retrieved From: https://i.pinimg.com/originals/06/4a/82/064a8254ebdedf2d9c8bc656f48f94ae.jpg • Fig 19. 18. Alexander Wang Spring/Summer 18 Retrieved From: https://hypb.imgix.net/wp-content/blogs.dir/6/ files/2018/02/alexander-wang-gentle-monster-fall-winter-2018-nyfw-recap-1.jpg?q=75&w=400&fit=max&auto=compress%2Cformat • Fig 20. Alexander Wang Autumn/Winter 16 Retrieved From: Alexander Wand Spring/Summer 18 Retrieved From: http://www2.pictures.zimbio.com/gi/EZ+Alexander+Wang+Runway+February+2018+New+8J6dh3Ppg5kl.jpg • Fig 21. Alexander Wang Autumn/Winter 16 Retrieved From: http://establishmentnewyork.com/wp-content/uploads/2015/06/ALEXANDER-WANG-R16-RTW-LOOK-12.jpg • Fig 22. WangFest 2018, Retrieved From: https://pixel.nymag.com/imgs/fashion/shows/wang-fest/wang-fest.w710. h473.2x.jpg • Fig 23. Wang Spring/Summer 18, Retrieved From: https://fashionista.com/.image/t_share/MTUzNDQ1NzgwOTE5OTUyNjAw/alexander-wang-rf18-0537.jpg • Fig 24. Wang and a Consumer, Retrieved From: https://static1.squarespace.com/static/577c516d893fc03a12a995c3/58053611cd0f681a58149782/580536116a49636289391491/1476736537661/IMG_2411.JPG?format=750w • Fig 25. Wang Autumn/Wing Campaign 17, Retrieved From: https://prtimes.jp/i/11454/23/origin/d11454-23-2258560.jpg • Fig 26. Wang Autumn/Wing Campaign 17, Retrieved From: https://hypb.imgix.net/image/2016/12/alexander-wang-inez-vinoodh-beyond-reality-campaign-9.jpg?q=75&w=1000&fit=max&auto=compress%2Cformat • Fig 27. Wang Autumn/Wing Campaign 17, Retrieved From: https://assets.vogue.com/photos/589147ade8e3104f57c72337/master/pass/00-holding2.jpg • Fig 28. Jil Sander Logo, Retrieved From: https://process.fs.grailed.com/AJdAgnqCST4iPtnUxiGtTz/cache=expiry:max/rotate=deg:exif/resize=width:2400,fit:crop/output=format:jpg,quality:70/compress/gDCmFmLuTL2rhGu0te3p • Fig 29. Philip Lum Logo, Retrieved From: https://www.vooberlin.com/pub/media/brand/s/c/screen_shot_2016-0531_at_15.33.48.png • Fig 30. H&M Logo, Retrieved From: https://www.hm.com/entrance/entrance-assets/static/site/img/choosecountry/HM-Share-Image.jpg

• Fig 31. Topshop Logo, Retrieved From: http://assets.stickpng.com/thumbs/585990774f6ae202fedf28d5.png • Fig 32. Primark Logo, Retrieved From: https://www.primark.com/Content/Images/Responsive/logo-primark-hq. png • Fig 33. Gucci Logo, Retrieved From: http://blog.logomyway.com/wp-content/uploads/2016/12/gucci-2-0.jpg • Fig 34. Marc Jacobs Logo, Retrieved From: http://www.graziadaily.co.za/wp-content/uploads/2015/03/MarcJacobs-logo--310x280.jpg • Fig 35. River Island Logo, Retrieved From: https://d337mqk8vr3mvq.cloudfront.net/uploads/media/logo_retailer/0001/27/thumb_26229_logo_retailer_1x.png • Fig 36. One True Saxon Logo, Retrieved From: http://cdn1.sarenza.net/v4/brands/ONE-True-saxon-grand. png?v=20171010112853 • Fig 37. Barbour Logo, Retrieved From: https://www-media.countryattire.com/media/brands/barbour/Logo_ Small_Barbour_International_v1.png • Fig 38. Next Logo, Retrieved From: http://www.nextplc.co.uk/~/media/Images/N/Next-PLC-V2/content-images/image-gallery/logos/Next-Thin-Master-Logo-2014.jpg?w=767 • Fig 39. TkMax Logo, Retrieved From: https://53d857ae6442c5b570b5-651c0b8fd2d44188d43bb8fc2cd47dde. ssl.cf3.rackcdn.com/retailer/cropped/logo-tk-maxx.jpg • Fig 40. Alexander Wand X H&M Men’s Wear, Retrieved From: http://www.theskinnybeep.com/wp-content/uploads/2014/10/2015-Fashion-Trends-Menswear-Alexander-Wang-for-Hm.jpg • Fig 41. Alexander Wang Re-Fall Collection 17, Retrieved From: https://assets.vogue.com/photos/593877a2401aa27f8a39cb68/master/pass/01-Alexander-Wang-Pre-Fall-17.jpg • Fig 42. Alexander Wang Autumn/Winter 17 campaign, Retrieved From: https://1513f43de1df8b08e16c-d8d6213b156ba3a73e333057f5885fa8.ssl.cf1.rackcdn.com/1280-jscz4x9r2mta99hjn52rwzw9br7gged93y37fcws.jpg • Fig 43. Alexander Wang Autumn/Winter 17 campaign, Retrieved From: https://fashionista.com/.image/t_share/ MTE5NTU2MzIzNTY0MTYwNTIz/19515-alw-17j-sk_midres_logojpg.jpg • Fig 44. Alexander Wang at WangFest 2018, Retrieved From: https://hypb.imgix.net/image/2017/09/alexander-wang-2018-spring-summer-collection-tw.jpg?w=960&q=90&fit=max&auto=compress%2Cformat