Market Research and Analysis Report - illustrated by Bianca Hammond

niche youth market report Market Reasearch & Analysis Report EFMM3001, BA(Hons) Fashion Management & Marketing, Unit Leader: Mary Carson BY BIANCA HAMMOND 0909167

CONTENTS PAGE executive summary.....................................................................................1 introduction........................................................................................................2 the market sector Current Market Performace......................................................................................................3 Market Share.....................................................................................................................................4 Market Size.......................................................................................................................................4 Key Players.......................................................................................................................................4 Trends in the Menswear sector...........................................................................................5,6 Market Growth................................................................................................................................7 More market characteristics................................................................................................8,9 market analysis......................................................10 macro marketing environment Political issues..................................................................................................................................11 Economic issues...............................................................................................................................12 Socio-cultural issues.....................................................................................................................13 Technological issues.....................................................................................................................14 Environmental issues....................................................................................................................15 Legal isses.........................................................................................................................................15 pestel analysis....................................................16,17 demographics Changes in the Market...............................................................................................................18 Marketing typology: The Urban Elitist...........................................................................19,20 Marketing typology: The Self-promotor.......................................................................21,22 market trends Retailing and lifestyle: Re-commerce..........................................................................23,24 Retailing and lifestyle: Nextism........................................................................................25,26 Retailing and lifestyle: Repyoutation.............................................................................27,28 Marketing and promotional : User generated content........................................29,30 Marketing and promotional: Augmented reality......................................................31,32

evaluation of gap within niche Developing the gap: Summary of key findings...............................................................33 The Gap.............................................................................................................................................34 quantitative research.................................................................................................35 conclusions...............................................................................................................................36 qualitative research......................................................................................................37 competitor analysis.................................................................................................38,39 recommendations Proposal and Rationale..............................................................................................................40 The Brand- Supreme............................................................................................................41, 42 Mission Statement........................................................................................................................43 USP......................................................................................................................................................43 Products Bloggers backpack........................................................................................................44,45,46 Video stream sunglasses.............................................................................................47,48,49 E-charge bag.............................................................................................................................50,51 Design Ethos.....................................................................................................................................52 the consumer The current Supreme consumer............................................................................................53 New Supreme consumer....................................................................................................54,55 marketing and promotional Promotional inspiration..............................................................................................................56 Promotional strategy..................................................................................................................57 SWOT....................................................................58 appendices..............................................................59 list of illustrations.............................................72,73 bibliography...........................................................76

THE NUMBER ONE BENEFIT OF INFORMATION TECHNOLOGY IS THAT IT EMPOWERS PEOPLE TO DO WHAT THEY WANT TO DO, IT LET’S PEOPLE BE CREATIVE. IT LET’S PEOPLE BE PRODUCTIVE. IT LETS PEOPLE LEARN THINGS THEY DIDN’T THINK THEY COULD LEARN BEFORE, AND SO IN A SENSE IT IS ALL ABOUT POTENTIAL. - Steve Ballmer, Chief Executive, Microsoft (Source DigitalBritain)

EXECUTIVE SUMMARY The youth market has always been characterised by its fast-paced, competitive and innovative nature. Clothing is a high priority for the youth consumer and they kept spending throughout the recession (Source:Mintel) However for this group there are uncertain times ahead which creates a need for brands targeting the youth consumer to differentiate from the competition, increase relevance and more importantly to move beyond the aesthetic nature of their products and start thinking about enriching the life of the youth consumer. In general there is a lack of opportunities available to young people with low job opportunities and rising tuition fees. However these consumers are becoming ever more empowered and Future Laboratory’s marketing typology SlashSlash generation indicates that these consumers are increasingly adopting technology and social media and viewing it as ‘their window of opportunity’ The concept of ‘wearable technology’ is developing at a fast pace and predicted to transform the fashion industry in years to come. At present there is a gap in the market for an innovative forward thinking youth brands such as Supreme to be one of the first brands to bring ‘wearable technology’ to the commercial market in the form of a new high-tech accessory range product extension. The purpose is to develop a ‘new wave of wearable technology that prizes style, comfort and utility’ (fastcompany) and then link these products back to social media in a way which is relevant to the youth demographic.

Figure 1

INTRODUCTION The youth market is one of the largest and lucrative clothing markets and is characterised by its fast paced and dynamic nature. These factors have made the youth market extremely competitive and the youth consumer has evolved into one of the most empowered consumers of our time. They know their value and demand the best from brands within the sector. The success of brands within the youth market lye heavily in the hands of the consumer and therefore it is imperative for these brands to connect and fully integrate on every level with these consumers in relevant, significant and meaningful ways. The aim of this report is to research and identify cutting edge trends and developments in youth attitudes and lifestyles and then develop these findings into a suitable long-term strategy for a brand operating within the sector. Through quantitative and qualitative research I hope to find a gap in the market and propose a solution to fulfilling it. Emerging myself into the lifestyle, attitudes and values of the target consumer will be a crucial aspect of the research in order for my findings to be as authentic as possible and thereby helping to develop an equally authentic and relatable strategy. Evaluation of macro environment factors and trend forecasts will also make up a substantial element of my report in order to develop a strategy that is not only relevant today but also one which is flexible and adaptable to cater to changes in such a fast-paced market. My research will take shape by first researching and analysing the market environment and then exploring new trends that could create possible opportunities for brands within the market sector. After identifying a gap I will then work on developing the idea into a strategy for a relevant brand to adopt. Figure 2

1.market sector

the youth fashion market

In recent years the outlook for the youth clothing market has been uncertain due to high youth unemployment and a decline in the age group. However we have seen that spending on clothing is high on the list of priorities for the youth demographic. Young people are crucial to the clothing market and it was the continued spending of the young consumer that buoyed the clothing market, during and after the recession, 21% of young people spent more than they usually would during the recession. (Source:Mintel: Youth Fashion 2010)

4 market size

The Youth Fashion market is valued at 10.3bn and has seen solid growth despite the recession. The market grew 17% from 2005 -2010 outperforming the overall clothing market which only grew by 9% during the same time period. (Source: Mintel Youth Fashion 2010)

market share

The 16-24 age group account for an estimated 24.1 % of the whole clothing and footwear market. (Source: Mintel Youth Fashion 2010)

key players

Consistently strong performers in the Youth fashion market includes H&M, SUPERDRY, ASOS, TOPSHOP/TOPMAN, ZARA, and lower base must-have brans A&F (HOLLISTER) and JACK WILLS. (Source:Mintel Clothing retailing 2011) Figure 3

trends in the menswear sector Men place greater priority than women on electronics and investing in the future. (Source: Mintel: Mens Fashion Lifestyles 2011) Figure 5

Three in ten (31%) male luxury goods buyers look for items showcasing advanced technical features or capabilities, contrasted to less than a fifth of female luxury shoppers. This reflects menâ&#x20AC;&#x2122;s greater interest in gadgets (Source: Mintel: Consumer attitudes towards luxury brands 2011)

Figure 4

Figure 6

trends in the menswear sector While there has been a decline in volume sales, average selling prices are increasing and has driven some value growth within the sector. (Source: Mintels Menâ&#x20AC;&#x2122;s Fashion Lifestyles 2011)

growing numbers of men are choosing to buy fewer items but better quality clothing with more than one in five (22%) investing in quality garments this year compared to one in eight in 2010 (source: Mintel Mens Fashion lifestyles 2011) Figure 7

Figure 8

market growth mintel forecasts show total the Youth market (Under 25s) is anticipated to witness growth of 10% between 2011 and 2016 to reach 11.2 billion (Source: Mintel, Youth Fashion 2011) mintel also forecasts that over the next four years the mens fashion market will grow by 5% to reach 10.3 billion in 2015 (Source: Mintel Mens Fashion Lifestyles 2011)

Figure 9

8 technology-savy generation Young people are extremely concerned with most things technological, and are most likely to purchase clothing online increasingly through mobile commerce The incredible popularity of social networking sites such as Facebook among the under-25s a powerful platform for youth fashion brands and retailers to target and engage with their core audience. (Source: Mintel Youth Fashion 2011) Figure 10

price attitudes One IN SIX YOUNG PEOPLE THINK THAT PRICE DOESN’T MATTER IF THEY SEE AN ITEM OF CLOTHING THEY LIKE (Source: Mintel Youth Fashion 2010)

Clothing is a high priority for the youth demographic who kept spending and in some cases spent more on clothing during the recession. Coupled with that fact that 1 in 6 young people are undeterred by price indicates that there are still many opportunities to tap into within the youth market segment. With both the youth and menswear markets predicted for healthy growth there may be opportunities for brands who focus on the male youth demographic to work on developing and strengthening their strategies in order to target this market more successfully.

market analysis

In the male youth market there is a trend towards investing in better quality clothing but buying less items. This indicates that ‘Fast Fashion’ is not as popular among males as it is females and a trend towards male youths desiring one special item. There is an opportunity for brands to create more of a ‘want’ factor rather than ‘need’ and promoting their products as ones with special features, better quality & more functions.

2. pestel

POLITICAL SPENDING CUTS

WIDEN THE RICH POOR DIVIDE IN THE UK AND THE INEQUALITY. WAGE INCREASES OVER THE PAST 30 YEARS HAVE BEEN FOUR TIMES HIGHER FOR THE TOP 10 % OF EARNERS, THAN FOR WORKERS ON LOW IMCOMES. (Source: Guardian)

LABOUR SUPPORTERS MORE LIKELY TO CONSIDER THEMSELVES ‘HAVE NOTS’ THESE RESULTS COME AGAINST A BACKDROP OF CONTINUING ECONOMIC UNCERTAINTY WITHIN THE UK. (Source: Yougov)

“THEY NEED TO STOP THE CUTS AND RESTORE HOPE BY PLANNING FOR GROWTH.- THE PUBLIC ARE CONCERNED ABOUT THE GOVERNMENTS AUSTERITY MEASURE. (Source: BBC) FREQUENT SPENDING CUTS AND RISING TUITION FEES CAUSE THE PUBLIC TO PROTEST. THERE IS A GROWING LACK OF TRUST IN THE GOVERNMENT. (Source: Financial times) (Source: Guardian)

EUROZONE CRISIS, DAVID CAMERON BLOCKS EU-WIDE DEAL AND LEAVES BRITAIN IN A STATE OF UNCERTAINTY (Source: BBC News) Figure 11

INCREASING COSTS

IN COTTON, LABOUR AND FUEL COUPLED WITH RISING INFLATION AND HIGH VAT HAS PUSHED UP THE SELLING PRICE OF CLOTHING. POTENTIAL SIGNAL TO THE END OF ‘FAST FASHION’ (Source: Guardian) “THE COST OF CLOTHING IS RISING AT ITS FASTEST RATE FOR NEARLY 15 YEARS” - The Guardian INTEREST RATES ARE FORECAST TO STAY AT A RECORD LOW UNTIL 2012 WHICH WILL EFFECT THE DESIRABILITY OF SAVING AND ENCOURAGE MORE SPENDING (Source: Telegraph) RISING PRICES AND FALLING DISPOSABLE INCOMES ARE FORCING SHOPPERS TO RETHINK SHOPPING PATTERNS. (Source: Guardian) UNEMPLOYMENT IS AT A 17 YEAR HIGH AND AMONG THE 16-24 YEAR OLDS UNEMPLOYMENT AT A RECORD HIGH OF 991,000 AND A JOBLESS RATE OF 21.3% (Source: BBC News) Figure 12

13 SHARE-IT-ALL

CULTURE. TWITTER HAS MORE THAN 100M ACTIVE USERS AND ARE PRODUCING 230M TWEETS PER DAY. SHIFT TOWARDS PEOPLE INCREASINGLY SHARING CONTENT (Source: Twitter via FutureLab) THE POPULARITY OF MINI-BLOGGING REFLECTS A DESIRE FOR IMMEDIATE GRATIFICATION IN POSTING AND CONSUMPTION OF INFORMATION. IT IS ALSO RELATED TO THE BUILDING OF A PERSONAL BRAND AND GENERATING ONLINE VISIBILITY (Source: RossDawson Blog) THE RISE OF YOUNG ENTREPRENEURS. INTERNET SAVY YOUTHS ARE STARTING THEIR OWN BUSINESSES AND FORGING THEIR OWN PATH IN LIFE. (Source: Guardian) TWITTER IS NOW THE LATEST FORUM FOR ADVERTISING JOBS AND AN ONLINE PRESENCE IS PREDICTED TO REPLACE RESUME IN 10 YEARS (Source: Forbes) (Source: Telegraph)

PERSONAL INFORMATION ECONOMY-PEOPLE ARE WORKING OUT THE VALUE OF THEIR DATA AND ITS VALUE TO BRANDS AND USING THIS TO THEIR ADVANTAGE (Source: FutureLab) BROKEN BRITAIN- 74 %OF PEOPLE BELIEVE THAT BRITAIN IS A BROKEN SOCIETY, A POSSIBLE CAUSE OF THE LONDON RIOTS. (Source: YouGov) Figure 13

INTEGRATION

TECHNOLOGY IS BECOMING SMALLER AND SMALLER AND THERE IS A NEED TO INTEGRATE IT INTO OUR EVERYDAY LIVES THAT IS MORE STREAMLINED AND CONVENIENT. “dIGITAL, ANYTIME ANYPLACE”-DIGITAL WILL BE MORE SEAMLESSLY INCORPORATED INTO OUR REAL WORLD ACTIVITIES. (Source: Trends2011) IS WEARABLE TECHNOLOGY THE FUTURE OF FASHION? (Appendice 2) (Source: Telegraph) MOBILE SOCIAL MEDIA USE IS ON THE RISE. 2 IN 5 SOCIAL MEDIA USERS ACCESS THESE SERVICES FROM THEIR MOBILE PHONE. FOUR OUT OF FIVE INTERNET USERS ACCESS SOCIAL MEDIA SITES OR BLOGS. (Source: Neilson Social Media Report 2011)

53% OF ACTIVE SOCIAL NETWORK USERS FOLLOW A BRAND AND 47% OF ACTIVE SOCIAL NETWORKERS ARE LIKELY TO BE HEAVY SPENDERS ON CLOTHING SHOES AND ACCESSORIES. (Source: Neilson Social Media Report) Figure 14

protect

UNPAID INTERNS. NEW LAWS PLAN TO CRACKDOWN ON EMPLOYMENT OF UNPAID INTERNS IN THE FASHION INDUSTRY. (Source: Guardian) LAUNCH OF ‘SUSTAINABLE CLOTHING ROADMAP’ - A JOINT INITIATIVE BY THE GOVERNMENT AND THE UK FASHION INDUSTRY TO REDUCE THE ENVIRONMENTAL AND ETHICAL IMPACt OF OUR CLOTHES. (Source: Defra..gov.uk)

DEVELOPMENTS IN 3D PRINTING COULD REVOLUTIONISE THE MANUFACTURING INDUSTRY AND CREATE MORE SUSTAINABLE PRACTICES (Source: Treehugger)

THE GOVERNMENT SLASH THE FEED-IN TARIFF PAYMENTS FOR SOLAR PANELS BY MORE THAN HALF. THIS MOVE THREATENS 25,000 JOBS IN THE RENEWABLES INDUSTRY (Source: Independent) FABRIC INNOVATION- DEVELOPMENT OF DISSOLVING AND AIR-PURIFYING TEXTILES. (Source: Financial Times) Figure 15

AUSTERITY ECONOMY

Feelings of hardship and a bleak future outlook will see consumers look to brands and products to offset this feeling and result in consumers demanding more for their money. Therefore products and services offering added functions or novelty features will be more desired, Rising prices and falling disposable incomes will force shoppers to rethink shopping patterns and a trend will emerge towards people buying one special item. This is especially true for the male youth demographic (refer to market research). These consumers are now looking at clothing purchases as more of an investment

political mistrust

General feelings of mistrust and disappointment towards mainstream institutions. Especially among the younger generation for whom life will be hard. This will lead to developments in niche groups and communities with their own rules and ways of thinking away from the mainstream. These groups will predominantly take shape online through technology and social networking as youths increasingly take advantage of opportunities afforded by the internet. These consumers will be interested in brands which are current in terms of innovation and new technology as they view these elements as their ‘window of opportunity’

pestel analysis

digital age creatives

the rise of social media and the ‘Share-It-All culture(FutureLab) has generated a culture of consumers who are extremely interactive and connected. They are becoming more accustomed to content on the go and using these tools as a means to communicate, share and promote themselves. access to information which they can use to impact upon their life in a positive way is important for them as their life’s are set to be significantly harder than those of previous generations. This group are more likely to accept brands which help them to uncover new opportunities through innovations in technology.

streamlined technologyWith technology

becoming an increasingly important factor in consumers lifeâ&#x20AC;&#x2122;s we are seeing technology becoming more streamlined, convenient and functional allowing for onthe-go access. Following these developments we are also seeing brands incorporate technology into their marketing and promotional activities. Those targeting the youth consumer are also increasingly using social media networks to connect and interact with them. Coupled with developments in wearable technology there seems to be scope for brands to start incorporating technology into their products to allow for an even more streamlined access of data. At a time where brands positioned in the youth sector need to be increasingly innovative to remain competitive, there is an opportunity for a youth brand to be one of the first to bring this concept of â&#x20AC;&#x2DC;wearable technologyâ&#x20AC;&#x2122; to market.

pestel analysis

the journey to sustainability Initiatives to create a more sustainable and ethical industry, will see the use of technology take shape in order to create ways to produce and develop these more sustainable processes.

3. demographics

18 Changes in the market

The male population in the UK is forecast to continue increasing over the next four years, rising by 3.8% to almost 32 million. (Source: Mintel: Mens fashion lifestyles)

Young people aged 16-24 are contracting as a general percentage of the population. The younger age group of 15-19s is set to drop most in numbers, down 270,000 to 3.6 million in the next five years, while 20-24s will only fall 64,000 to 4.3 million (Source: Mintel: Youth Fashion)

analysis:The declining youth population is a potential threat to brands operating within this sector. It indicates that brands will have to start working harder in an already competitive market in order to gain loyalty and sales from a declining age group. This means that they will have to stand out from the other brands and offer something different, something desired and something relevant in the life of this consumer,

Figure 16:- Moodboard

the urban elitists developing a consumer trend

20 “they stand up for brands they love if you get them on your side they are your brands best advocate” (Source: FutureLab)

CONSUMER CHARACTERISTICS EXTREME BRAND LOYALTY INCLUSIVE COMMUNITY ATTENTION TO PRODUCT QUALITY DISLIKE FOR MAINSTREAM BRANDS AND CONSUMERS ANTI-MARKETING PRO-AUTHENTICITY protective OF THEIR NICHE COMMUNITIES CAUTIOUS OF NEWCOMERS CONNECT WITH THE STORY/HISTORY (APPENDICE 3) Figure 17

Figure 18 - Moodboard

the self promoters developing a consumer trend

22 CONSUMER CHARACTERISTICS

“the self-promoters are better educated, more self-esteemed, more demanding, more technologically savvy, more empowered and t0 win at the game of life (Source:Fastcompany)

OPTIMISTIC & ENTREPRENEURIAL EARLY ADOPTERS LOVE TECHNOLOGY & GADGETS PREFERS LIMITED EDITION PRODUCTS SEES THEMSELVES AS TRENDSETTERS HIGH ONLINE VISIBILITY PLATFORMS FOR PERSONAL PROMOTION favour ‘enabler’ BRANDS THAT ALLOW USERS TO CREATE THEIR OWN TERMS (APPENDICE 4) Figure 19

4.market trends

retailing & lifestyle re-commerce

investing in premium brands upgrading consumption

“WHY FOR SMART CONSUMERS TRADING

re-selling for a profit

IS THE NEW BUYING”

treating products as investments

Figure 20: Moodboard (APPENDICE 5)

WHAT DOES THIS MEAN FOR BRANDS?

THERE WILL BE A SHIFT TOWARDS CONSUMERS UPGRADING THEIR CONSUMPTION PURCHASES AND TREATING PRODUCTS AS INVESTMENTS. BRANDS WHO OFFER HIGHER VALUE, LIMITED EDITION OR PRODUCTS WITH UNIQUE FEATURES WILL BENEFIT. THERE WILL BE A SHIFT TOWARDS BRANDS PROMOTING THEIR PRODUCTS AS COLLECTORS ITEMS. CONSUMERS WILL BE WILLING TO PAY A PREMIUM PRICE IN THE ANTICIPATION OF RE-SELLING AT A HIGHER PRICE.

retailing & lifestyle nextism â&#x20AC;&#x153;new consumer class who expect the best of the bestâ&#x20AC;?

driven by the here and now lust to collect many experiences lure of new products/services improved features, updated design novel & enhanced experience

Figure 21: Moodboard

WHAT DOES THIS MEAN FOR BRANDS?

CONSUMER BORN OUT OF THE ‘EXPECTATION ECONOMY’ WHO DEMANDS THE LATEST PRODUCTS AND EXPERIENCES MEANS THERE WILL BE AN IMPORTANCE FOR BRANDS CATERING TO THIS CONSUMER TO REMAIN INNOVATIVE AND VALUE NEW CONCEPTS AND WAYS OF THINKING TO STAND OUT FROM OTHER BRANDS AND ATTRACT THIS CONSUMER.

retailing & lifestyle repyoutation

managing reputations online building a profitable identity know value of data to brands

â&#x20AC;&#x153;consumers are starting to manage and monitor their dataâ&#x20AC;?

Figure 22: Moodboard

WHAT DOES THIS MEAN FOR BRANDS?

AS CONSUMERS BECOME INCREASINGLY EMPOWERED THERE IS A NEED FOR BRANDS TO COLLABORATE WITH THESE CONSUMERS SO BOTH BRAND AND CONSUMER CAN BENEFIT. SHIFT TOWARDS BRANDS REWARDING CONSUMERS FOR THEIR DATA AND HELPING CONSUMERS TO REACH THEIR OWN PERSONAL GOALS.

marketing & promotional user generated content

coLLABORATION WITH CONSUMERS FOR THE PEOPLE, BY THE PEOPLE EMPOWERED CONSUMERS WITH A VOICE

Figure 23- Moodboard

30 WHAT DOES THIS MEAN FOR BRANDS?

BRANDS WHO ADOPT USER GENERATED CONTENT INTO THEIR MARKETING STRATEGY WILL BENEFIT FROM A HIGHER LEVEL OF INTERACTION AND RELEVANCE WITH THEIR CONSUMER. THIS TYPE OF INTERACTION PARTICULARLY BENEFITS LIFESTYLE BRANDS AND THOSE WHICH RELY ON THE IDEA OF AUTHENTICITY. INVOLVING CONSUMERS IN THIS WAY ALSO ENCOURAGES A HIGHER LEVEL OF LOYALTY.

marketing & promotional augmented reality

combination of real and virtual worlds improve point of sale experiences enhance print and billboard advertising interactive brand experiences

Figure 24- Moodboard

WHAT DOES THIS MEAN FOR BRANDS?

IN AN ERA OF INCREASING INNOVATION AND NEW EXPERIENCES, USE OF AUGMENTED REALITY IN MARKETING STRATEGIES WILL ENHANCE AND ENRICH THE LEVEL OF INTERACTION BETWEEN BRAND AND CONSUMER. IT IS ALSO A GREAT WAY TO CONNECT THE BRANDS ONLINE AND OFFLINE PRESENCE AND CREATING ONE COHESIVE EXPERIENCE FOR THE CONSUMER.

33 evaluation: DEVELOPING A GAP WITHIN THE MARKET WITH LACK OF OPPORTUNITIES AND HIGH UNEMPLOYMENT AMONG THE YOUTH THEY ARE TURNING TO SOCIAL MEDIA AND TECHNOLOGY AND VIEWING IT AS THEIR ‘WINDOW OF OPPORTUNITY’

Both the menswear and youth markets are predicted for healthy growth over the next few years signalling opportunities for brands targeting the male youth demographic to explore. Investment purchasing- 1 in 5 males are leaning towards investment purchasing in 2011 compared to 1 in 8 in 2010 (Source: Mintel: Mens Fashion Lifestyles 2011) This indicates that they will be looking for one special item rather than multiple cheap items. MARKET TREND: RE-COMMERCE- Points to the upgrading of consumption and treating products as investments which again leans towards selective purchasing of special items (Source: Trendwatching) Technical features - 3 in 10 males look for items showcasing advanced technical features or capabilities, reflecting men’s greater interests in gadgets. Men are much more likely than women to buy into cutting edge technology. (Source: Consumer attitudes towards luxury 2011)

MARKET TREND: NEXTISM- Points to the demand for new products, with improved features, updated design and novel enhanced experiences. (Source:Trendwatching)

“Wearable technology is the single most important development in the field of fashion for the next quarter century” - LCF Director of sustainable fashion (Source: Parsons.edu) Figure 25

gap within niche “Wearable tech integrated with social networking may just be the “killer app” that brings tech-infused garments into virtually everybodys wardrobe” - Fashioningtech Focusing on product innovation and technology for the male youth market to better target this group. Taking advantage of developments in wearable technology. Chance to be one of the first brands to introduce this to a commercial market. Need for a cutting edge, male youth brand, moving beyond just aesthetically pleasing products but taking it to the next step and thinking about products with multi functions and updated design features for a market which values these factors.

Figure 26

35 KEY SURVEY FINDINGS

TOOL FOR PROMOTION

87.1%

of the target group surveyed said that they view the internet as a tool for promoting themselves

LATEST TECHNOLOGY

51.6%

of the target group surveyed said that owning the latest technology was extremely important to them

MOBILE ACCESS

100%

of the target group surveyed access the internet via a mobile device.

INTERNET USAGE

100%

of the target group surveyed access the internet on a daily basis

POSTING CONTENT

80.6%

of the target group surveyed post content online multiple times per day.

Based on a survey or 31 young males (APPENDICE 6)

The results from the survey confirm the importance of technology in the life of the youth consumer. It shows that the target group are using technology and social media multiple times a day and are accessing this on the go. The results also confirm that the target consumer believe that the internet is a tool for self expression and personal promotion. Combining all of these factors it makes sense to develop something based around these treands which are extremely relevant.

Figure 27

conclusions Summary of market - High unemployment, less disposable income. consumers need more of an incentive to buy - Development of products which are more relevant, creating a ‘want’ rather than need factor for men - The death of ‘Fast Fashion’ as production prices rise sharply - Increasing use of social media among youth demographic Male youth market direction - Investment purchasing- Buying one special item rather than multiple cheap ones - Product innovation- The desire for products with more technical features Possible ways to fulfil the Gap - Development of products based on wearable technology - Linking fashion products to social networking and making them more relevant for the consumer - Tapping into the collectors market and the idea of smart purchasing. Options for marketing this new product/service - Cutting edge technology - Interactive communication online and offline - Collaborating with the consumer research methodology Focus groups and interaction with the target consumer will be key in order to ascertain that the gap proposed has credibility and relevance and that there is in fact a need for these new products.

the gap DEVELOPING A NEW HI-TECH ACCESSORY RANGE FOR A NICHE YOUTH BRAND COMPROMISED OF PRODUCTS THAT LINK BACK TO SOCIAL MEDIA Figure 28

I think the concept is pretty cool, backpacks are really in at the moment anyway and the whole idea of making it a bit more gadgety sounds great. I can definitely see people wearing it- Daniel, 21, university student/blogger Bloggers backpack: I can definitely visualise it but Iâ&#x20AC;&#x2122;m not sure if itâ&#x20AC;&#x2122;s me. I mean if the backpack had a great design anyway then yeah sure I would probably buy it. Leon, 19, musician

Hmm... its one those things, im not quite sure. If I fell in love with the actual look of the product then probably. Id also have to feel like they were products I could use all the time- Simon Maybe some more casual versions of the bag and then a few limited edition versions maybe in leather or something Simon I think something with a futuristic look would work well, probably something minimal but with some edgy features and I definitely think there should be a couple of standout pieces, just to set the whole collection off! - Joel .

focus group inspiration

Summary

The main outcomes concluded that design was still the most important factor for my target group. They overall agreed that the concept of the products were good but the design and look of the products would influence whether they would actually purchase. There was some indication of producing various versions of each product. For example, more casual designs and then more limited edition upmarket styles. An important outcome that was concluded after the focus group is the ability for these products to attract customers not just from a technical perspective but also attracting customers through equally great design. Therefore attracting those who will buy for the technical features as well as those buying purely for the aesthetic nature of the product.

Figure 29 and 30

competitor analysis The competitor analysis took shape in three parts: Part 1: Analysis of competitors in the Niche youth market. Part 2: Analysis of wearable technology companies. Part 3:Analysis of brands and similar products on the market. Key findings from each section: Competitors in the niche youth sector There is a lack of innovation in these brands communication strategies. They rely mostly on word of mouth promotion to create a buzz which makes it hard for them to grow outside of their niche communities. Therefore a core focus of my proposal will center around integrating technology and innovation into my proposal. The research from the competitor report also show the brands have similar product lines, with most having the classic brand range as well as well premium lines. This confirms there is scope to experiment with products further to differentiate from the product portfolios of the other brands within the market companies in the wearable technology market Companies producing products within the wearable technology market generally have a low awareness. People generally do not know that these products or companies exist. Therefore effective promotion to raise awareness for wearable technology will be a key focus within the proposal. Companies in this market function by developing the products first and then deciding who each product will target. This has resulted in a variety of products aimed at a variety of markets within their product portfolios...which makes it harder to develop effective promotional strategies. My strategy will work in the opposite direction by picking products based on my target group, ensuring that these products are relevant, desired and allowing for a more focused strategy overall.

39 Electricfoxy one of the key competitors in the wearable technology market work with wearable tech product designers and therefore they are continually able to develop new products. This may be something which will be introduced to continually keep an eye on the latest developments and ensure more of a long-term strategy for the new product line. Similar products on the market APPLE: E-charge bag Apple’s E-charge bag does not have great consumer awareness as the brand do not consider it to be a core product. This means that they have not advertised this product at all and it is generally sold as more of an ‘add on’ accessory. The design element of the bag is also basic indicating that the brand are not selling this as a fashionable accessory but solely based on the functions that the bag affords. There is an opportunity to develop this product and market it as the latest ‘it bag’ accessory. Ralph Lauren- E-charge bag Ralph Laurens version of the e-charge bag is slightly more fashion orientated then Apples version. However it is still marketed more towards the outdoor leisure market. Therefore there is still scope to make this type of product much more fashionable. In line with Apple the awareness of the product is relatively low and therefore there is scope to market this product in a much more fun, creative and innovative way for the youth fashion market. Lady Gaga x Polaroid- Camera glasses This product is not a direct alternative of the video stream glasses i am proposing to develop but is the closest competitor within the market. The product has received a fair amount of press coverage but not huge amounts, the brand could have taken their promotional activity a step forward, especially considering that the product has been designed in collaboration with Lady Gaga but they have failed to achieve a high awareness among the mainstream market. This is an element i will focus on when developing my product, generating a buzz and anticipation of the product. Figure 31 and 32

concept proposol & rationale

THERE IS A CREATIVE REVOLUTION, WHICH IS ROOTED IN THE OPPORTUNITIES AFFORDED BY CONNECTIVITY (Source: Digital Britain)

Figure 33 (Edited)

PROPOSOL

With predicted growth in both the youth and menswear market coupled with developments in wearable technology and the ability to link products directly to social networking I am proposing the development of a hi-tech accessory range which is comprised of products which link back to social networking. The new innovative range will be launched by exclusive premium streetwear brand Supreme as a product extension with the backing of potential customers (Appendice: focus group). With this new range there is scope to be one of the first brands to bring these types of products to the commercial market. The proposal centers around exploring the idea of consumers using social networks as a means of personal promotion and catering to these consumers by offering them products which link to social media

RATIONALE

With both the Youth and Menswear fashion markets predicted for growth (Source: Mintel)there are opportunities for brands targeting the male youth demographic to explore. There is a clear indication that males are now leaning towards investment purchasing, with 1 in 5 (22%) in 2011 compared with 1 in 8 () in 2010.(Source Mintel:) This points to a trend of buying one special item, In line with Market trend Nextism, which explores the need for products with novel features, updated design and enhanced experiences.(Source Trendwatching) After extensive research on the development of wearable technology and the growing ability for products to link back to social networking this may just be what the youth male market needs. For the youth demograohic â&#x20AC;&#x153;social media is the nucleus of their operations (Source: FutureLab) and therefore a very relevant and important part of their lives. In turn products which connect to this will be equally relevant in the target groups life. 51.6% of the target group surveyed stated that owning the latest technology was extremely important to them and 93.5% of the target group surveyed said that they would buy at least one product from the new proposed range. Futhur findings from the competitor analysis revealed that no other brand within the niche sector was experimenting or standing out with their product ranges. Considering the uncertain nature of the Youth market at present there is a need for innovation if brands wish to remain relevant and desired.

Wearable technology Product diffusion curve present

2012

innovators(2.5%)

early adopters (13.5%)

2013 early majority (34%)

2013-14

2014

late majority (34%)

laggards (16%)

conceptual designers sport medicine celebrities

Introducing this concept for Supreme whose consumers are early adopters who appreciate innovative brands and products. With the aim to be one of the first brands to adopt this before it filters through to the mainstream, inkeeping with the exclusive nature of the Supreme brand.

Figure 34

exclusive premium streetwear brand with origins in skate culture. SUPREME GIVES GENESIS TO THE TERM ‘STREET COUTURE’ OWNING SOMETHING FROM SUPREME IS SOMETHING OF A COLLECTABLE (APPENDICE 8)

42 why are they perfect for this gap? Supreme has the exclusivity and credibility that is required to attract the target consumer. It is also a brand known for its unapologetic and innovative nature, making it the perfect brand for an innovative and experimental new range. Supreme is also a brand which â&#x20AC;&#x153; mirrors the values that one often associated with the optimism of youth. The brand exists to act as a vehicle for creative mindsâ&#x20AC;? (Supreme brand book)

Futhermore results from the focus group revealed that theyd rather see the proposed products launched by a niche brand. They liked the idea of not having these new products be so mainstream or mass market. Figure 35

mission statement Championing product innovation, giving the consumer products which slot into their everyday lives with a higher purpose

usp we dont just use technology to interact with our customer itâ&#x20AC;&#x2122;s part of our products in A way which benefits and truly enriches the lives of our customer Figure 36 and 37

THE PRODUCTS

the bloggers backpack, “blogging in motion “ I honestly didn’t know this was even possible, I think it’s a great idea. For me i’m constantly updating my blog and Twitter with pictures. I also post alot of inspiration photos on my Tumblr so something like this would be great. It’s even really cool for me on a personal level, having a journey of where i’ve been” - Lewis, on the bloggers backpack (Appendice x)

Bag that assists on giving real time updates on your social netowrking sites. Look back at your blog and trace back through yout steps by viewing photos of where you have throughout your day. Figure 38

83.9% OF THE TARGET GROUP SURVEYED LIKE THE IDEA OF THE BLOGGERS BACKPACK (APPENDICE 6)

45 Combines a camera, a bag and gps. It takes pictures after every few steps (or the amount of steps selected) and then automatically blogs those pictures. The bag has GPS wired to a basic stamp (microcontroller) which counts the amount og steps (selectable) the camera takes a photo and the photo is sent to flickr and uploaded onto a blog. The location is monitored and recorded via GPS and zone tag. At the end of the day, you can look back through your steps by viewing photos of where you have been and their locations. Figure 39

Price Range - ÂŁ190 - ÂŁ300 (Appendice 9)

27/03/2012: location brick lane Figure 40: Moodboard

“ This is the sort of thing that would actually be useful for me. I’m always out and about going to new places. Having

hd video stream sunglasses

an instant capture of these places and moments i think

Record what’s happening around you and upload in real

would be something quite special”

time. A solution for capturing moments without compromising

- Lewis on the Video stream sunglasses

style or convenience. 90.3% OF THE TARGET GROUP SURVEYED LIKE THE IDEA OF THE VIDEO STREAM SUNGLASSES (APPENDICE 6) Figure 41

48 the latest innovation in personal video recording technology. a hd camera embedded within a pair of glasses designed to record live video data and take pictures. Its Bluetooth and Wi-Fi capable for instant media transfers to computers and most Iphone and Android devices. And with the Eyez mobile app, you can instantly broadcast the video footage in real time to your favourite social networking sites. Price Range - ÂŁ200 (Appendice 9) Figure 42

720p hd camera removeable lenses up tp 3 hours recording time wifi 802.11n 100% uva/uvb micro usb charging port hq microphone 8gb flash memory bluetooth v3.0 Figure 43 and 44 (Edited)

50 e-charger backpacks â&#x20AC;&#x153;always connectedâ&#x20AC;? 100% of the target group surveyeed like the idea of the e-charger solar backpack (appendice 6)

Figure 45

Figure 46

echarger backpack, the latest efficient fashion accessory. providing the benefit of being able to charge any portable device via stored solar energy. Anytime, anyplace, anywhere. The bags are fitted with powerful solar panels that soak up the suns rays and stores the energy in a battery, ready to use for charging any mobile device Price Range ÂŁ85 to ÂŁ200 (Appendice x)

52 design direction “ I think something quite minimal would be cool, maybe a kind of limited edition, high end kinda style” “ Design wise i would appreciate something more sleek and high quality and at the same time casual” “ I think something with a futuristic look would work well, probably with a minimal feel and some edgy features. “ As long as the design is strong, It’s about the quality and design for me more than anything” - Foucs group inspiration

The focus group was used as the main indicator as to the design direction that the brand would adopt for the new range. In line with the expectations of the target consumer, the new line will focus on quality and the design of the product. Creating something which has a classic minimalism but at the same time some edgy high-end features. Packaging, visual merchandise and other branding materials will take one a more technology and futuristic based aestechic.

THE CONSUMER

Figure 47 and 48

the current supreme consumer (based on the urban elitist marketing typology) The new range will continue to target the core Supreme consumer bur hopes to attract more of the following target consumer, who is based on the self-promotor marketing typology......

meet shades the misfit... musician designer entreprenuer

Figure 49

for me it’s all about being able to express myself, i like to explore many creative avenues, music and fashion being the main ones i’d have to say that the most important factor in getting my creativity out there has to be the internet. it has helped me progress and opened up a lot of opportunities i would otherwise not have had access too. i’m not the only one, in this day and age a lot of kids my age and younger are using it in positive ways BASED ON CONSUMER RESEARCH

Figure 50

MARKETING & PROMOTIONAL

marketing & promotional inspiration interactive tech based launch event blogger brand ambassadors user generated content online viral show: the life of young entrepreneurs experimental retailing virtual online brand space- secondlife Figure 51: Moodboard

57 Promotional strategy and Communication Plan promotional campaign Collaborating with key bloggers who are acting as brand ambassadors for the new product range. The launch event will be themed around the evolution of the Supreme brand from past to present. Mission: Celebrating the origins of the brand while looking towards the future.target media Key publications to target when promoting the new range include VICE, Dazed & Confused. Aswell A RWDmag, GShockEast sessions, Shortlist mag, RinseFM, SBTV and REPVDO tv. onlinE activity will include the development of Supremeâ&#x20AC;&#x2122;s online virtual space and development of the virtual online community.

phase one Target key bloggers to act as brand ambassadors. Give them the products to use, showcase and promote on their online spaces. phase two Lanch online viral show: â&#x20AC;&#x2DC;The life of young entrepreneurs (Sponsored by Supreme and SBTV). Feature the new products in the show/use them to film the show. Create a buzz, generate awareness and get people talking about the brand and the new products. phase three The launch event. Where the customers will be able to trial the products for the first time and the brand will invite key press. The theme of the event will be based around technology and the evolution of the Supreme brand from past to present. A creative Hi-tech themed installation. phase four Launch of the brands virtual online space and community (Secondlife) with the aim of developing an online brand community and exclusive brand information with news on up and coming products

aim: celebrating the origins of the supreme brand while looking towards the future.

58 proposal evaluation strengths - Products which are relevant and beneficial in the life of the target consumer. - Products with multi-functions in a time where consumer needs more incentives to purchase. - Differentiation from other streetwear brands in the market - in terms of product portfolio - Growing trend towards integration of technology and the rising use of social media

weaknesses - New product range is small in size - Difficulty in creating a balance between reaching a large audience and keeping the exclusive nature of the brand.

opportunities - Further development of new products for the line in the future. - Collaborations with wearable technology product designers on future products - Development of Supremeâ&#x20AC;&#x2122;s online presence as another platform of communication with consumers - Collaborating with consumers in a way which is valuable for both brand and consumer.

threats - Big technology companies such as Apple moving into the wearable technology market - Legal barriers to bring technology products to the market

appendices

appendice 1: market size/growth Figure 27: Best- and worst- case forecast spend on clothing and footwear by 16-24s, at current prices, 2006-16

The under-25 fashion market is set to grow by 10 % Mintel forecasts show under-25s’ total spend on clothing and footwear will rise 10% to 11.2 billion by 2016. Young consumers’ enthusiasm for fashion and the significance they place on it in terms of their spending priorities means that they will continue to purchase clothing. Nevertheless, the declining size of 15-24s as a general percentage of the UK population, particularly 15-19s, over the next five years is set to impact upon the rate of growth of the clothing market. Although rising youth unemployment had appeared not to have diminished young people’s spending on fashion up until the end of 2010, it has now breached the 1 million mark. Bleak job prospects will inevitably be reflected in their purchasing behaviour going forwards. For students at university, the rise in tuition fees will impact on their spending once they gain employment and have to start repaying this debt. Mintel’s research shows that young people are buying new clothing less frequently in 2011 compared to 2010, highlighting that these young shoppers are beginning to reassess their frivolous attitude towards shopping. Young women in particular are cutting down on their impulse selfpurchasing (45%). http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/ id=604853&anchor=atom/display/id=604867

appendice 2: predictions on wearable technology Former Intel Exec Bets on ‘Wearable Tech’ Our technology use is shifting. Rather than spending long periods of time with our devices several times a day, we instead use them in short bursts throughout the day. Newly launched WIMM Labs hopes to take advantage of this trend via wearable technology. Examples WIMM reps shared ranged from the simple (watchbands and custom watch faces) to the very complex (a phone companion that can read your texts, tell you whos calling, and show you your calendar). http://www.pcmag.com/article2/0,2817,2389529,00.asp#fbid=tLv3dN8lQXp

Wearable tech integrated with social networking may just be the killer app that brings tech-infused garments into virtually everybodys wardrobe. Weve seen a few projects developed recently such as Rambler, a pair of tweeting kicks and Ping, a garment that updates your Facebook status, that have been greeted with as much skepticism as they have received praise. http://www.fashioningtech.com/profiles/blogs/karmatech-rfid-shoes-for

Clothing is an integral part of expression, identity and personal expression. As the adaption of social media and mobile tech becomes more and more widespread, technology is becoming an ingrained part of our daily lives and identities, as well. It makes sense, then, to integrate clothing and technology with each other. http://fashionablymarketing.me/2010/04/wearable-fashion-technology-ping-garment-facebook-message/ Integrating electronic technology into clothing and accessories is fairly new. So new that the terminology hasn’t solidified. Is it called wearable technology, smart clothing, interactive clothing, e-clothes, or something else? It’s so new that there’s a lot of experimentation going on to determine what works and what will sell. http://techteachtoo.com/cool-tools/weird-wearable-technology-accessories/

appendice 3: urban elitist: forum extracts FORUM THREAD TITLE: What are your “Style Influences, Inspirations and Aspirations” MLI Posted: Sat, 29/10/2011 - 10:51pm I try to be influenced by authenticity. shit thats “real”. every time I buy a product from a ball point pen to an £800 jacket I ask my self a few questions. Is there a better example of its kind /category? how does it fit in with the rest of my gear? is it a good investment/ie will it last a long fucking time? I’m slowly getting better at asking these questions and understanding what I really like, want and will enjoy using vs whats hype and whats temporal/fashion/trend. It’s different to buying something because its not fashionable like a hipster, its asking the above questions about every product, in fashion or not and buying only what I will love having and using. So I guess I’m influenced by the never ending quest to have and deploy my own personal “perfect gear”. I’ll never get there but I believe I can get close. http://www.fuk.co.uk/threads/what_are_your_quotstyle_influences_inspirations_and_aspirationsquot

For this consumer, its all about authenticity and quality clothing that will stand the test of time. They do not like products solely based on whats currently fashion. The things they buy need to represent them, it has to mean something to them and they only buy things they love.

appendice 4: self promotor â&#x20AC;&#x153;NOBODY IS OUT HERE TO HELP USâ&#x20AC;? This group is primarily driven by the desire of fulfillment. Brands can here find a role in working in partnership with this consumer to help them find the way. Supporting young people in the development of their own meaning and philosophies while also nurturing their talent (Source:Thenewconsumer) Social networks are the nucleus of their operations. Among 18-24-yearolds, 14% have already earned money through social networking and 12% think a good social networking site allows you to make money as well as collect friends. (Source:FutureLab/Slashslah)

appendice 5: re-commerce in the streetwear market “Here is the one camp hat that I own. Hopefully Ill get more in the future but they are expensive as fuck when you buy them from re-sellers and it’s near impossible to get them for retail on the website because they sell out so quick “- NOFVCE http://www.oddfuturetalk.com/forums/ topic/543-supreme-thread/

“I got a blue feathers camp cap from the online store, payed £60 and Ive seen them go for like £250” - NAGA http://www.oddfuturetalk.com/forums/ topic/543-supreme-thread/page_st_40

Within the youth streetwear market there is a huge online re-sell market. Limited edition quanities linked with loyal followers has led to items being seen almost as collectors items and therefore being able to re-sell for a much higher price.

appendice 6: questionnaire results

Through conducting a survey for the male Supreme brand consumer/streetwear male consumers, I was able to identify how this group is using technology, how often and which platforms. Information was also collected on the importance that this target group place on technology and social media. Overall the survey was extremely useful in gathering the first set of responses towards the the product concepts and these findings helped in the development of the proposol.

appendice 7: focus group findings

appendice 8: supreme brand biography In April 1994, Supreme opened its doors on Lafayette Street in downtown Manhattan and became the home of New York City skate culture. At its core was the gang of rebellious young New York skaters and artists who became the store's staff, crew and customers. Supreme grew to be the embodiment of the downtown culture, playing an integral part in its constant regeneration. Skaters, punks, hip-hop heads - the young counter culture at large - all gravitated towards Supreme. While it grew into a downtown institution, Supreme established itself as a brand known for its quality, style and authenticity. Over its seventeen year history, Supreme has worked with some of our generations most groundbreaking designers, artists, photographers and musicians - all who have helped continue to define its unique identity and attitude. (Source: Supreme) http://www.supremenewyork.com/about

list of illustrations Figure 1: Source: http://hypebeast.com/2011/04/bricksworth-stussy-2011-spring-lookbook/

http://www.fashionrenegade.com/trends/mishka-fallwinter2011-collection-campaign-439

Figure 19: Soure: http://a3.twimg.com/profile_images/1593358137/twitterprofile.jpg

Figure 2: Source: http://senes23.blogspot.com/2010/08/ supreme-10-aw.html

http://supremeny.tumblr.com/post/3369056519/from-hamilton-new-zealand-swag-submitted

Figure 20: Re-commerce moodboard: Sources:

Figure 3: Source http://hypebeast.com/2011/04/bricksworth-stussy-2011-spring-lookbook/

http://supremeny.tumblr.com/post/4447114600

Figure 4: Source: http://www.individualism. co.uk/2011/06/street-style-sunday-4/ Figure 5: Source: http://www.individualism. co.uk/2011/06/street-style-sunday-4/ Figure 6: Source: http://www.individualism. co.uk/2011/06/street-style-sunday-4/ Figure 7: Source: http://www.dough-nut.com/2011/08/ obey-lookbook-fall-2011/ Figure 8: Source: http://www.dough-nut.com/2011/08/ obey-lookbook-fall-2011/ Figure 9: Source: http://yinnyang.co.uk/tag/uk-streetwear/ Figure 10: Source: http://solecollector.coforums/WhatDid-You-Wear-Today-August-2011/92:7:1128686/p9/ Figure 11: Source: My Own Figure 12: Source: My Own Figure 13: Source: My Own Figure 14: Source: My Own Figure 15: Source: My Own Figure 16: Urban Elitist moodboard: Sources: http://yfrog.com/keciqbyj

http://supremeny.tumblr.com/post/3312170582/submittedby-yourehurtingher http://yfrog.com/keciqbyj http://supremeny.tumblr.com/post/4237146135/submittedby-shorttlivings

http://sneakernews.com/2011/11/01/a-retrospective-ofstussy-collaborations-sneakermuseum-cologne/2/ http://ambitionandinspiration.tumblr.com/#/1450077008 Figure 21: Nextism moodboard: Sources http://shaispooner.tumblr.com/ http://yfrog.com/keciqbyj

h t t p : / / e c s t a t i c f r e s h n e s s . c o m / 2 0 11 / 0 3 / 0 3 / s t u s s y 2 0 11 - s p r i n g - c o l l e c t i o n - l o o k b o o k - b y - s t u s s y - l a s vegas/#wpcom-carousel-9567

http://shaispooner.tumblr.com/page/3

Figure17:Source: http://yinnyang.co.uk/2011/09/meet-thebakers/

http://news.cnet.com/8301-31021_3-10464984-260.html

Figure 18: Self Promotor moodboard: Sources: http://yfrog.com/keciqbyj

http://supremeny.tumblr.com/post/3146865537

Figure 22: Repyoutation moodboard: Sources http://www.sleepwalkbillion.com/page/3

http://www.sleepwalkbillion.com/page/2

http://www.sleepwalkbillion.com/

http://supremeny.tumblr.com/post/2610377905

http://twitter.com/#!/TUUOBILLION/media/slideshow? url=http%3A%2F%2Finstagr.am%2Fp%2FUpKpV%2F

http://hypebeast.com/2009/03/supreme-x-nike-sb-bruincollection/

http://supremeny.tumblr.com/post/2525058357

http://supremeny.tumblr.com/post/2671734484

Figure 23: User-generated content moodboard

http://yfrog.com/keciqbyj

http://www.youtube.com/watch?v=4OaKNQWKgwI (Video stills)

http://stylestandsalone.blogspot.com/

Figure 24: Augmented reality moodboard: Sources http://www.guardian.co.uk/media/pda/2010/jan/05/7-thingsabout-augmented-reality http://www.pocket-lint.com/news/32268/will-augmented-reality-take-off http://www.infobarrel.com/Augmented_Reality http://gigaom.com/video/transformers-takes-baby-step-intoaugmented-reality-video/

Figure 35: Source http://www.ilkflottante.com/tag/handstyle/?view=full Figure 36: Source: http://www.wgsn.com/?q=think-tank Figure 37: Source: http://www.wgsn.com/?q=think-tank Figure 38: Source: http://www.wgsn.com/?q=think-tank Figure 39: (Edited) Source: http://www.wgsn.com/ Figure 40: Brick lane moodboard

http://hypebeast.com/2009/12/adidas-augmented-reality/

http://www.urban75.org/london/brick-lane-london.html

Figure25:Source:http://twitter.com/#!/TUUOBILLION/media/slideshow?url=http%3A%2F%2Finstagr. am%2Fp%2FUpKpV%2F

http://www.schoolboycouture.co.uk/tag/street-wear/

Figure26:Source:http://blackinkgallery55.blogspot. com/2010_11_01_archive.html Figure 28: Source: http://iamatrapstar.com/wordpress/?cat=23&paged=8 Figure 29: Souce: http://yinnyang.co.uk/2010/11/trapstarstore-launch/ Figure 30: Source: http://vimeo.com/electricfoxy Figure 31: Source: http://merveyildiz.wordpress.com/2010/02/24/the-polaroidexample/ Figure 32:Source: http://www.styleite.com/media/lady-gagapolaroid-glasses/ Figure 33 (Edited) Source: http://according2g.com/2011/04/ lady-gagas-supreme-ad-has-a-moustache/ Figure 34: Source: http://sickoftheradio.com/2011/03/13/ ofwgkta-odd-future-wolf-gang-kill/

Figure 41: Source: http://hypebeast.com/2009/05/supreme-sunglass-frames/ Figure 42: Source: http://untyteld.blogspot.com/2009/05/ supreme-spring-2009-sunglasses.html Figure 43:Source: http://www.flickr.com/photos/wembley_1966/favorites/page14/?view=lg Figure 44: (Edited) Source: http://framegeek.com/ sunglasses/88-square-frame-sunglasses/ Figure 45: Source: http://www.ecofriend.com/entry/a-signature-style-backpack-that-cares-about-our-environmenttoo/ Figure 46: (Edited) Source: http://www.wgsn.com/ Figure 47: Source: http://www.youtube.com/watch?v=4OaKNQWKgwI Figure 48: Source: http://iamatrapstar.com/wordpress/?cat=23&paged=10 Figure 49: Source: http://shadezthemisfit.co.uk/pictures

Figure 50: Source: http://shadezthemisfit.co.uk/pictures Figure 51: Marketing and Promotional moodboard http://iamatrapstar.com/wordpress/?cat=23&paged=13 http://searchengineland.com/what-is-a-qr-code-and-why-doyou-need-one-27588 http://www.designtopnews.com/furniture-design/modernshelving-system-for-modern-library-by-architechture-atlarge/

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