Research Workbook by Bianca Hammond

RESEARCH WORKBOOK Market Research & Analysis Background Research EFMM3001 , BA(Hons) Fashion Management and Marketing, Unit Leader: Mary Carson BY BIANCA HAMMOND 0909167

CONTENTS PAGE 1. market sector Mintel: Youth market report (2010).....................................................................................................................1, 2, 3, 4 Mintel: Youth market report (2011).........................................................................5, 6, 7, 8 , 9, 10, 11, 12, 13, 14, 15 Mintel Men’s Fashion Lifestyles (2011).......................................................................................................................16, 17 Mintel: Consumer attitudes towards luxury (2011)................................................................................................18, 19

2. pestel POLITICAL Wage study shows rich-poor divide widening..................................................................................................20, 21 Are you a ‘have’ or ‘have not’.................................................................................................................................... 22,23 Police put in force for tuition fee protest.............................................................................................................24, 25 Strikes over public sector pensions.........................................................................................................................26,27 David Cameron blocks EU wide deal,...............................................................................................................28,29,30 ECONOMIC Rising cost of clothes could signal end to ‘cheap chic’....................................................................................31, 32 Interest rates forecast to stay at record low until May 2012.....................................................................33, 34 Households suffer fall in disposable income.......................................................................................................35, 36 UK Unemployment total on the rise......................................................................................................................37, 38 SOCIO-CULTURAL Broken Britain.................................................................................................................................................................39, 40 London Riots................................................................................................................................................................41, 42, 43 5 reasons why your online presence will replace your resume.......................................................44, 45, 46 Twitter has become the latest forum for advertising..................................................................................47, 48 The rise of mini-blogging.......................................................................................................................................49, 50, 51 Britain’s new entrepreneurs: young guns go for it...................................................................................52, 53, 54 TECHNOLOGICAL Is wearable technology the future of fashion...........................................................................................55, 56, 57 Dressing for the future: Microsoft....................................................................................................................58, 59, 60 Techno fashion: the future of fashion..............................................................................................................................61

Wearable technology should be simpler....................................................................................................................62 10 ways technology drives tomorrows fashion....................................................................63, 63a, 64, 65, 66 Digital Britain Report (2009).....................................................................................................................67, 68, 69, 70 Neilson social media report (2011)............................................................................................................................71,72 ENVIRONMENTAL/ETHICAL How on-demand 3d printing increase efficiency.....................................................................................................73 The sustainable clothing roadmap..................................................................................................................................74 The sun hasn’t set on domestic solar energy............................................................................................................75

LEGAL Crackdown on fashion industry’s unpaid interns..............................................................................................76, 77

3. DEMOGRAPHICS Changes in the youth population.....................................................................................................................................78 Changes in the male population......................................................................................................................................79 Declining under 25s may be problematic....................................................................................................................80 MARKETING TYPOLOGY Futurelab: The new millennial’s...........................................................................................................................81, 82, 83 Forum research................................................................................................................................................................84, 85 Futurelab: The slash/slash kids.........................................................................................................................86, 87, 88 WGSN: J-PEG gen mash-up..............................................................................................................................................89 WGSN: Radical revolutionaries.........................................................................................................................90, 91, 92 Millenials and new consumerism.....................................................................................................................................93 Are you M ready?...................................................................................................................................................94, 95, 96 Understanding the millenial consumer..........................................................................................................................97

4. MARKET TRENDS Retailing and lifestyle: Re-Commerce..........................................................................................................................98 Retailing and lifestyle: Nextism........................................................................................................................................99 Retailing and lifestyle: Repyoutation..........................................................................................................................100 Retailing and lifestyle: Citizen journalism..................................................................................................................101 Marketing and promotional: social selling.................................................................................................................102 Kaiser Chiefs Case study...................................................................................................................................................103

CONTENTS PAGE Marketing and promotional: Story building over telling...........................................................................104, 105 Marketing and promotional: Social mumentum...........................................................................................106, 107 Marketing and promotional: Co-creation..................................................................................................................108 Marketing and promotional: Augmented reality..................................................................................................109 Toyota brand case study...................................................................................................................................................110

5. Competitor research Stussy...........................................................................................................................................112, 113, 114, 115, 116, 117, 118 Obey..................................................................................................................................................119, 120, 121, 122, 123, 124 Trapstar.........................................................................................................................125, 126, 127, 128, 129, 130, 131, 132 Cutecircuit.............................................................................................................................................133, 134, 135, 136, 137 Electricfoxy............................................................................................................................................138, 139, 140, 141, 142 WESC........................................................................................................................................... 143, 144, 145, 146, 147, 148 EastPak....................................................................................................................................................................149, 150, 151 Apple....................................................................................................................................152, 153, 154, 155, 156, 157, 158 Ralph Lauren........................................................................................................................................159, 160, 161, 162, 163 Polaroid.............................................................................................................................................164, 165, 1666, 167, 168

Tweet sleeve..........................................................................................................................................................................188 Twitter dress at the Grammys.......................................................................................................................................189 Micro blogging sneakers....................................................................................................................................................190 Kicks that check you into foursquare.........................................................................................................................191 Overview..................................................................................................................................................................................192

9. Proposed products The bloggers backpack.....................................................................................................................................................193 Video steam sunglasses....................................................................................................................................................194 Solar paneled backpack........................................................................................................................................195, 196

10. Financial information Bloggers backpack.............................................................................................................................................................197 HD video stream sunglasses...........................................................................................................................................198 Solar paneled backpack..................................................................................................................................................199 Other..........................................................................................................................................................................................200

11. Customer research Profile 1....................................................................................................................................................................201, 202, 203 Profile 2........................................................................................................................................................204, 205, 206, 207 Profile 3...................................................................................................................................................................208, 209, 210

6. Primary research

12. Marketing research

Questionnaire results.........................................................................................................................................169, 170, 171 Focus group transcript..........................................................................................................172, 173, 174, 175, 176, 177

Hugo Boss create online video series..........................................................................................................................211 Adidas targets avatars with shop in second life....................................................................................................212 Gucci launches transparency campaign.....................................................................................................................213 Marc Jacobs wants fans to post pictures...................................................................................................................214 Luxury brand promotes collection with web series..............................................................................................215 How location based marketing is shaping up for 2012........................................................................................216 6 important marketing trends to watch in 2012........................................................................................... .........217

7. Brand research Supreme.................................................................................................................................................178, 179, 180, 181, 182

8. Wearable technology product research Adidas launches on field tracking data.............................................................................................................183, 184 Nike and iPod equal smooth running...........................................................................................................................185 Pollution dress lights up in response to c02.............................................................................................................186 Assistive scarf for the visually impaired.....................................................................................................................187

13. BRANDING THEORY.................................. ..................................................................218, 219, 220, 221, 22

BIBLIOGRAPHY……………………………………

1. Market sector

THE YOUTH MARKET Mintel: Youth fashion Report (2010)

The Current Market Young people aged 16-24 have to a large extent driven sales of clothes during the last few years, as they have continued to spend throughout tough economic times. Clothes and shoes are ranked as a top expenditure priority for those aged 18 and under and fashion is so important to this age group that they have increased their spending on clothes during the recession. This is partly thanks to many of them living at home and/or being in full-time education, cushioning them from the harsher effects of the economic climate. Young fashion retailers have benefited directly from young peoples carefree attitude towards spending on clothes, with many of them seeing an increase in revenue in 2009 and 2010. Retailers such as H&M, New Look and Topshop have seen steady rises in sales, helped by the popularity of collaborations with top designers. Supergroup reported a record year in 2010 as the retailer grew the Superdry brand. While rising youth unemployment has so far not led young peopleâ&#x20AC;&#x2122;s spend on fashion to wane, retailers need to be aware that a lack of financial planning by this age group could mean that their expenditure could decrease very quickly if their circumstances change. Also, the looming threat of increased debt as a result of a huge rise in university fees could dampen their desire to spend freely on clothes

Analysis Even throughout the recession the youth consumer continued to spend on clothing, which indicates that irrelevant of their financial circumstances the youth consumer regards clothing as a high priority. This means that although the youth consumer is facing issues such as high unemployment and rising tuition fees this will not necessarily be extremely detrimental to the youth clothing market, Or it could just result in a shift in purchasing behavioUr.

Market growth The 16-24s clothing market has seen solid growth despite the recession and has grown 17% between 2005 and 2010, outperforming the overall clothing market, which has only increased by 9%. Mintel forecasts show total spend on clothing and footwear by 16-24s will rise 15% to 11.6 billion by 2015. Young consumers interest in fashion and the importance they place on it in terms of priorities means that they will continue to spend money on clothes.

Free-spending youth drive sales More than one in five (21%) young people spent more on clothes during the recession in 2009 than they usually would, peaking among younger women aged 16-19. This is double the average of older people, according to a survey of adults aged 16+ conducted about attitudes to fashion spending during the recession. (See Mintelâ&#x20AC;&#x2122;s Fashion: Impact of the Recession â&#x20AC;&#x201C; UK, June 2010).

Strengths in the market More than one in five (21%) young people spent more on clothes during the recession than they usually would. Over a third (34%) of young people said that they planned to spend more in 2010 and during the beginning of 2011, rising to four in ten (41%) 16-19s 16-24s tend to be brand loyal and significantly more likely than over 25s (32% vs 20%) to buy more from familiar brands and shops they trust.

Analysis: With more than one in five young people spending more on clothing during the recession than they usually would there is indication that the youth fashion market will remain stable even with growing concerns over high youth unemployment and rising tuition fees. The 16-24s tend to be brand loyal which means that new stores trying to enter the market may find it hard in the current climate. Brands with a loyal following on the other hand will benefit.

Youth Fashion Outperforms the Overall Market Young consumers aged 16-24 increased their spend on clothing and footwear by 2% to ÂŁ10.1 billion. This age group are keen shoppers and like to keep up with the latest fashion, accounting for an estimated 24.1% of the whole clothing and footwear market in 2010 The 16-24s clothing maket has seen solid growth despite the recession and has grown 17% between 2005 and 2010 outperforming the overall clothing market which only increased by 9% Mintel forecasts show total spend on clothing and footwear by 16-24s will rise 15% to 11.6 billion by 2015 Key players in the youth market: Consistently strong performers in the Youth fashion market include, H&M, SUPERDRY, ASOS, TOPSHOP/TOPMAN, ZARA, and lower base must-have brans A&F (HOLLISTER) and JACK WILLS

ANALYSIS: EVEN THROUGHOUT THE RECESSION THE YOUTH CONSUMER CONTINUED TO SPEND AND INFACT OUTPERFORMED OTHER SECTORS, SHOWING JUST HOW STRONG AND IMPOIRTANT THE SECTOR IS.

Future Opportunities: Mintel: SETTING YOU UP FOR THE BIG TIME The Mintel Inspire trend ‘Stability’ examines the implications of post-recession frugality for brands, and, in particular, at how they can adapt their messages to resonate with this more cautious and goal-orientated consumer. Acquisitions as long-term investment, the planned purchase, and the shopping budget are all aspects of the ‘New Normal’ – as is the ethos that considers investing in one’s personal appearance a way of improving one’s job prospects.

When it comes to younger audiences, the stability ethos is all about preparing for the future, and seeking guidance from those in the know – be these university professors, teachers, careers counsellors, financial advisers, job recruiters… or the brand that promises to demystify those aspects of adulthood that threaten to overwhelm. analysis;: There is an opportunity to promote products as SOME KIND OF INVESTMENT THAT WILL BENEFIT AND ENRICH THEIR LIVES.

THE YOUTH MARKET Mintel: Youth Fashion Report (2011)

The market In 2011, Mintel expects the under-25 clothing and footwear market to grow 2% to £10.3 billion, in line with that expected for the total clothing and footwear market. Rising cotton and fuel prices, the increased cost of manufacturing synthetic fabrics, and the UK VAT hike in January 2011 has forced many retailers to increase their prices and this has contributed to higher spending levels. Mintel forecasts that sales of clothing and footwear among under-25s will increase by 10% between 2011 and 2016 to achieve a value of £11.2 billion. The under-25s’ share of the total clothing and footwear market is set to drop marginally, as they decline as a percentage of the UK population. This will be compounded by soaring levels of youth unemployment, the rising cost of living and the imminent jump in university tuition fees in England. Britain is experiencing demographic ageing and young people aged 16-24 are contracting as a general percentage of the UK population. The number of 15-24s is forecast to decline by 5% between 2011 and 2016 to 7.8 million, a sharp turnaround from the 2% growth this age group enjoyed between 2006 and 2011. The teenage end of the age group is expected to experience the most significant fall in numbers; 15-19s and 20-24s are predicted to decrease by 262,000 and 176,000 respectively. This shift will hamper the ‘youth-centric’ fashion market as young consumers are the most avid followers of style trends and buy new clothes most frequently. This is particularly true for those who live at home and do not have the substantial cost of rent, bills and food to contend with yet.

Are youths of today becoming a „lost generation‟? The fashion-aware under-25s have buoyed the fashion market by continuing to spend on clothing and footwear despite the turbulence within the wider economy. However, this trend looks set to end, as numerous factors are at play putting British youths under increasing pressure and causing commentators to deem them to be a ‘lost generation’. Youth unemployment has escalated to the highest level since records began, pushing past the psychologically important 1 million milestone, according to the Office for National Statistics (ONS). More than one in five (22%) under-25s are currently out of work, with the Prince’s Trust describing the situation as a “mental health hazard”.

Upward mobility will boost the youth fashion market ABs are forecasted to expand in number by 6% between 2011 and 2016, an increase of 0.9 million UK adults. The youth fashion market is set to profit from this socio-economic shift, as Mintelâ&#x20AC;&#x2122;s research reveals that upmarket under-25s are the most prolific spenders within the fashion arena. They are most inclined to cite clothing and footwear as their biggest financial outgoing (27%) and they purchase new garments most frequently. Young ABs are also most likely to gravitate towards the premium end of the market, with over a quarter (27%) opting to buy fewer items of better quality clothing (compared to the average of 18%). This paves the way for premiumisation within the market, and it is evident that the luxury fashion market is performing well, defying the tough trading conditions on the high street.

Analysis: The youth market being predicted for growth is a positive sign that SHOWS although the youth consumer is facing high unemployment and a fall in population numbers, the fashion market is still predicted for growth. This may be as a result of lower quantities sold but at higher prices as there will be a Gravitation towards a more premium end of the youth market. the decision to buy fewer but better quality items, is a positive shift for brands who operate within The premium market or for brands wishing to move into more of a premium direction with new product ranges.

The consumer Fashion is the top priority of teens According to Mintelâ&#x20AC;&#x2122;s consumer research for this report, fashion is of paramount importance for youths, with a fifth (22%) of under-25s citing clothing and footwear as their largest outgoing and six in ten (61%) including these within their top five areas of expenditure. Young females are the most fashion-obsessed, being significantly more likely than men to prioritise fashion over any other outgoing. Upmarket ABs and those in part-time employment are most inclined to apportion the greatest share of their budgets to purchasing new fashion apparel. A distinct shift in consumer behaviour emerges between youths in their teenage years and those in their early twenties; the former are free to buy new garments frivolously as they are yet to take on the substantial financial burden of living independently, whereas for over half (53%) of the latter their rent or mortgage repayments and bills become their ultimate concern.

Premium versus bargain fashion One in five under-25s opt to buy fewer items of superior quality clothing, climbing to over a quarter (27%) of ABs. Upmarket shoppers in their early twenties who are in full-time employment are also most inclined to buy items they want regardless of how much it costs, echoing this groupâ&#x20AC;&#x2122;s greater spending ability. Conversely female 20-24s from the E socio-economic group gravitate towards the bargain end of the price spectrum.

Young men align fashion style with sexiness Teenage boys, C1s (25%) and full-time students (28%) are most likely to use fashion as a means of boosting their attractiveness and sex appeal. This ties in with TGI data which reveal that nearly two thirds (64%) of under-25 males believe that it is important to be considered good looking by the opposite sex, compared to half (51%) of young women.

ANALYSIS: there is a difference between spending power between youths in their teenage years, who have no financial responsibilities and those in their early 20s who have financial RESPONSIBILITIES OF LIVING INDEPENDANTLY.

Issues in the Market “There are signs that the fashion-oriented under-25s - who have underpinned the performance of the clothing and footwear market - are now beginning to rein in their discretionary spend. The challenge for retailers is to stimulate spending from this demographic by adding extra value to customers – Emma Clifford, Fashion and Clothing Analyst

How is multichannel retailing impacting upon the youth fashion market? In a crowded marketplace in which competition is rife, young fashion retailers and brands are being increasingly experimental in their efforts to connect with their core audience in a constant battle to stay one step ahead of the pack. The consensus is that an integrated multichannel retail model – with in-store, online and mobile channels all seamlessly interconnected – is the way forward. With under-25s being the most technologically-savvy generation, multichannel retailing is most relevant within the youth fashion market. Mcommerce is expanding at a rapid rate, with the flexibility of on-the-go shopping holding major appeal to today’s time-pressed consumers. A study conducted by PayPal has forecast mobile retail to grow by 42% per year for the next five years to be worth £2.5 billion by 2016. However, mobiles provide more than just tools for transactions – more retailers are tapping into the growing trend for customer interaction, using fun fashion-themed challenges to connect with their clientele and boost their brand appeal

Is the era of fast disposable fashion coming to an end? In the current era of austerity the popularity of value retailers prevails, and Primark leads the pack with an impressive four in ten young men and seven in ten young females shopping at this outlet. For these price-savvy and fashion-forward youngsters, the ability to constantly update their wardrobes with the latest styles without spending a fortune holds considerable appeal. However, higher input prices (including the increased cost of cotton, fuel and manufacturing of synthetic fabrics), the UK VAT hike in January 2011 and climbing clothing inflation threaten to hinder the economic viability of these stores churning out very cheap, throwaway fashion. This leaves retailers in a quandary as to whether to up their prices and risk their customers defecting to rival value stores, or accept a hit in their operating margins. Despite the bargain-hunting nature of many young shoppers, a counter-trend has also emerged in the last year, with more clothes buyers opting to invest in fewer items of superior quality clothing. Under-25s and ABs are most likely to prioritise quality over quantity, stimulating premiumisation within the young fashion market. This shift in mindset is reflected by the solid performances of Superdry and Ted Baker – young fashion retailers positioned towards the more premium end of the market

ANALYSIS: Men are less likely to buy into fast fashion than women are and there has been a shift in some consumers preferring to invest in better quality clothing. Solid performances by brands like superdry and ted baker suggest that consumers are moving towards purchasing of premium brands rather than „fast fashion‟ high street retailers. THIS IS ESPECIALLY TRUE FOR THE MALE DEMOGRAPHIC.

Under-25s are most image-conscious Two thirds of under-25s think that dressing well is key and close to six in ten are confident that they have stylish fashion flair. Youths agreeing with this statement has dropped by 7 percentage points between 2007 and 2011. The younger generation have the most flamboyant natures, with three in ten men and a quarter of women liking to stand out in a crowd. Under-25 men are most attracted to designer apparel, with three in ten (29%) believing that designer labels have the power to enhance a person’s image. This represents a marked increase of 9 percentage points since 2007, highlighting the growing appeal of the luxury end of the clothing market. Mintel’s Consumer Attitudes Towards Luxury Brands – UK, November 2011 report shows that under-25s emerge as the primary drivers of high-end clothing, albeit mainly when the prices have been drastically reduced.

ANALYSIS: THE UNDER 25S LIKE TO STAND OUT FROM THE CROWD AND THEREFORE DESIRE CLOTHING THAT IS DIFFERENT FROM WHAT EVERYONE ELSE IS WEARING. SOMETHING EXCLUSIVE. THE UNDER 25 MALES ARE ALSO MORE INTERESTED IN DESIGNER APPAREL AND WILL THEREFORE LEAN TOWARDS THE NICHE PREMIUM BRAND MARKET IN ORDER TO FIND CLOTHING THAT IS BOTH GOOD QUALITY BUT IS EQUALLY DIFFERENT TO WHAT EVERYONE ELSE IS WEARING FROM THE FASHION RETAILERS.

Mobile goes mainstream among youths Data from Ofcom indicate that close to six in ten (57%) under-25s – equivalent to some 4.7 million youths – use the internet via their mobile phones. This represents an increase of 18 percentage points since 2009, and is 25 percentage points higher than the national average This upward trend has been fuelled by the surge in smartphone ownership, 3G connectivity, the must-have status of Apple’s iPhone and the growing popularity of apps.

ANALYSIS: IN TODAYS SOCIETY YOUTHS DESIRE THE FLEXIBILITY THAT THE SMARTPHONE OFFERS AND THE ABILITY TO MAKE FASHION PURCHASES AT ANY TIME AND ALMOST ANYWHERE. THIS IDEA OF BEING CONNECTED ANYWHERE IS EXTREMELY IMPORTANT WITHIN THE YOUTH MARKET, AND THEY ARE LIKELY TO BUY INTO PRODUCTS WHICH OFFER THEM THIS.

Strengths in the Market •ABs to boost market – ABs are forecast to grow by 6% between 2011 and 2016 to reach 14.8 million (an increase of 0.9 million Britons). This will prosper the clothing market as these upmarket youths make fashion purchases most frequently, put the greatest emphasis on high quality, and are most inclined to buy garments that they like regardless of the price •Fashion is a major priority – Six in ten (61%) under-25s include clothing and footwear within their top five biggest areas of expenditure, and fashion becomes the ultimate spending priority for 15-19s. •Passion for fashion – Under-25s are the most trend-orientated and fashion-conscious age group; TGI data show that these young consumers are most likely to really enjoy shopping for clothes and to say that they spend a lot on new garments. •Under-25s most financially confident – The under-25s tend to feel most optimistic about their fiscal situation – at odds with the surging level of youth unemployment – as many (for instance those who live at home) do not have large drains on their disposable income and hence can be more frivolous in their spending on luxury items. •Technology-savvy generation – Youths are the most adept at all things technological, and are most likely to make fashion purchases online, or through the rapidly expanding channel of mobile commerce (m-commerce). •Social media – The incredible popularity of social networking sites such as Facebook among under-25s provides a powerful platform for youth fashion brands and retailers to target and engage with their core audience.

ANALYSIS: YOUTHS ARE USED TO BEING AROUND ALL THINGS TECHNOLOGICAL AND WILL BUY INTO NEW INNOVATIVE TECH PRODUCTS WHICH ARE USEFUL TO THEM.

Weaknesses IN THE MARKT Declining under-25s to hit market – The population of young adults aged 15-24 is estimated to fall by 5% to 7.8 million between 2011 and 2016, with 15-19s anticipated to witness the steepest decline. High levels of youth unemployment – The unprecedentedly high levels of youths out of work will limit the spending power of under-25s and stifle growth of the youth fashion market. Student debt – The rise in university fees will leave future graduates with higher loans to pay off, thus impacting on their available budgets to spend on clothing. Uncertain economic climate – uncertainty in the economic climate, soaring inflation and sluggish wage growth are all factors which subdue consumer confidence and suppress consumer spending. The Arcadia Group, which owns Burton, Dorothy Perkins, Topshop/Topman and Miss Selfridge, has announced the closure of up to 260 stores in the next few years, reflecting the tough trading conditions on the high street. Trading down – Mintel’s research undertaken for Women’s Fashion Lifestyles – UK, May 2011 report reveals that three in ten (29%) female under-25s have started to buy less expensive items from their favoured stores, 10 percentage points higher than the average.

ANALYSIS: MULTIPLE FACTORS COULD POTENTIALLY BE A BIG THREAT TO THE YOUTH FASHION MARKET BUT BECAUSE CLOTHING IS SUCH A HIGH PRIORITY FOR THIS GROUP WE ARE LIKELY TO SEE A SHIFT IN PUCHASING BEHAVIOUR RATHER THAN A STEEP DECLINE IN SALES. FOR EXAMPLE FEMALES ARE STARTING TO BUY LESS EXPENSIVE ITEMS WHERAS MEN ARE CHOOSING QUALITY OVER QUABTITY ANDD UPGRADING THEIR PURHCASES BUT BUYING FEWER ITEMS.

WHOS INNOVATING Visually and experientially compelling retailing At the beginning of 2011, Adidas and Intel unveiled the adiVERSE Virtual Footwear Wall, a revolutionary interactive product installation which showcases up to 8,000 trainer lines digitally in-store. The application allows Adidas to offer the largest range of products in even the smallest stores, effectively bringing the flagship store range and the entire e-commerce collection to every outlet worldwide. The tool can react to shoppers, providing recommendations based on their age and gender. The touchscreen allows shoppers to select, spin and zoom in on products, access the specifications of each shoe and then purchase via a tablet, with the product being delivered to their home address. Once Adidas and Intel have tested the appeal of the adiVERSE tool for footwear, there are plans to expand it to apparel and accessories, in stores globally. Not only does the wall present a far greater range of options, but it is an easy and convenient way to search the full range of shoes and it is likely to draw in younger shoppers through its novelty factor.

Analysis: This indicates the importance of new innovative digital technology and the need to connect both online and offline.

Market Size and Forecast Key points Mintel estimates that the under-25 fashion market will grow 2% to a value of ÂŁ10.3 billion in 2011, representing a marginal decline in growth, as young consumersâ&#x20AC;&#x2122; enthusiasm for shopping is dented by high youth unemployment and the rising cost of living. The youth fashion market is anticipated to witness growth of 10% between 2011 and 2016 to reach ÂŁ11.2 billion, according to Mintel estimates.

Analysis: Despite weaknesses in the market such as high unemployment, rising tuition fees and a declining youth population the market is still predicted for growth, indicating that there are still opportunities to explore in this market for YOUTH BRANDS.

Men's fashion lifestyles Mintel: Men's Fashion Lifestyles (2011)

MARKET PERFORMANCE The male population in the UK is forecast to continue increasing over the next four years, rising by 3.8% to almost 32 million. Mintel estimates that the men’s fashion market will grow 1.8% to £9.8 billion in 2011 as the sector begins to emerge from the recession. Over the next four years Mintel forecasts that the men’s fashion market will grow 5% to reach £10.3 billion in 2015. An increase in average selling prices has driven growth in menswear, while volume sales are down

Analysis: with both male and youth fashion markets predicted for growth there are opportunities to explore for the male youth demographic.

STRENGTHS IN THE MARKET 25-34s to boost market – Growing numbers of men in this age group will drive menswear sales as they are keen clothes shoppers. Interest in designer brands – Three in ten men in the Fledglings life stage think that designer labels improve a person’s image and interest in designer brands has increased among under-35s in the last year.

Rise in investment purchases – Growing numbers of men are choosing to buy fewer items but better-quality clothes, with more than one in five (22%) investing in quality garments this year, compared with one in eight in 2010.

Analysis: men have a greater interest in premium brands who offer better quality. The idea that they are investing in less but better quality clothing, indicates a shift towards this group buying one special item, and most likely from a premium brand offering better quality compared to the high-street stores.

CHARACTERISTICS OF THE MARKET Value sales rise While there has been a decline in volume sales, average selling prices are increasing due to rising price inflation and the increasing cost of manufacturing; this has driven value growth. While men have cut back on clothes purchases, both by trading down to less expensive stores and buying fewer garments, there has also been a shift towards buying more expensive quality garments that will last. Menâ&#x20AC;&#x2122;s Spending Priorities Compared to women, men consider clothing and jewellery as relatively unimportant, with few spending their extra money on it. By contrast, men place greater priority than women on electronics and in investing for the future. Men are slightly more likely than women to be interested in quality clothing that lasts.

Analysis: Again there is an indication that men are choosing to buy more expensive quality clothing that will last and at the same time choosing to buy fewer items. Men are also more concerned with electronics and so there is scope for a brand targeting the male youth demographic to think about incorporating these factors in some way, to attract the target group.

Consumer attitudes towards luxury Mintel: Consumer Attitudes Towards Luxury (2011)

Market environment The popularity of designer clothing is heavily biased towards the younger generation, and drops off sharply in line with age. Men (21%) are also more inclined than women (11%) to wear designer labels. Under-25 shoppers are the keenest followers of emerging fashion trends, with close to half (46%) of this age group buying into the latest styles.

Spending on Menswear As with womenswear, there has been some evidence of male consumers trading up and increasing their expenditure on menswear. The percentage of consumers who spent over ÂŁ150 climbed by 2 percentage points between 2007 to 2011 to reach almost one in five (19%). Male under-25s spend the most on clothing, with one in six spending over ÂŁ200 on menswear. Under-25s also have the greatest desire to attract the attention of others, with four in ten (43%) appreciating having others look at them and three in ten wanting to stand out in a crowd Men are significantly more likely than women to wear designer apparel (21% of men compared to 11% of women). They are also more inclined to think that a designer label enhances a personâ&#x20AC;&#x2122;s image (14% of men compared to 9% of women).

Analysis: Men seem to prefer designer clothing, the fact that they are inclined to believe that a designer label enhances a persons image indicates that they are looking for exclusive, good quality clothing to set themselves apart from OTHERS.

The consumer- motivations Purchasing premium products as a reward (eg for celebrating an achievement or working hard) is most common among under-25s, those in full-time employment and parents with young children. Advanced technical features or capabilities are particularly attractive to men, with three in ten (31%) looking for these features in the luxury goods they buy, contrasted to less than a fifth of women (18%). Over55s (30%), people from Inner and Greater London (30%) and ABs (28%) show the most interest is cutting edge technical performance. Under-25s, full-time students, and Londoners are substantially more likely than average to buy luxury goods for reasons relating to their image and social standing, including wanting to look good and impress others, to set themselves apart from the crowd, to tap into emerging trends and to fit in with their friends Men (48%) are more likely than women (44%) to buy premium products because of their superior quality or craftsmanship. 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 such as mobile phones and electronics. Analysis: On the whole men take a greater pride in their technical prowess than women and are much more likely to buy into cutting-edge technology. Retailers selling luxury electronic goods can tap into this by closely targeting men, highlighting how the latest features will benefit their lifestyles and set themselves apart from others, in their advertising campaigns

2. Pestel research

Political issues Political issues Poor Rich divide widens The Haveâ&#x20AC;&#x2122;s, Have Not's Tuition fee protests Public sector spending cuts Euro-zone crisis

WAGE INCREASES OVER THE PAST 30 YEARS HAVE BEEN FOUR TIMES HIGHER FOR THE TOP 10 % OF EARNERS, THAN FOR WORKERS ON LOW INCOMES

guardian.co.uk, Monday 6 June 2011

TUC wage study shows rich-poor divide widening Wage increases over past 30 years have been four times higher for top 10% of earners, than for workers on low incomes Wages have been falling sharply in the UK as a share of the national wealth since the mid-1970s, although a "rich minority" have seen their earnings increase, a new study showed. Workers on low incomes have seen their pay increase by 27% over the past 30 years but wage rises for the top 10% of earners have been four times higher, according to the TUC. The report found a "sharp divide" in earnings growth between different professions, with medical practitioners enjoying a 153% pay rise since the late 1970s and over 100% for judges, barristers and solicitors. The wages of bakers fell by 1% in the same period, by 5% for forklift truck drivers and 3% for packers and bottlers, the TUC said. According to the union organisation, there has been a steady growth in "bad jobs", offering poor wages and job security, with almost twice as many people now earning a third less than the median compared with 1977. It added that a significant proportion of workers have received little if any financial benefit from the doubling in size of the British economy in the last 30 years. TUC general secretary Brendan Barber said: "Britain has got much wealthier over the last three decades."But while a small financial elite have grabbed an ever larger share for themselves, many people on low and middle incomes have seen barely any improvement in their incomes while some have even seen their take-home pay fall. .

"People often cite the recession as the source of this income squeeze but a livelihood crisis has been brewing in Britain for Decades

"The financial crash has exposed decades of limp wage growth offset by soaring household debt. "The financial crisis should have led to a fundamental economic rethink but instead our discredited model of market capitalism has somehow emerged unscathed. "Far from making the changes that we need, the coalition is instead introducing more punitive measures against those on low and middle incomes. "Unless we radically transform our economy – from recasting the role of the state to prioritising a fairer distribution of new wealth and jobs – we will simply be storing up more problems for the future.” http://www.guardian.co.uk/business/2011/jun/06/wage-study-richpoor-divide

ANALYSIS: People are starting to recognize the inequalities within society, especially with recent mp scandals and the banker benefits and the public are starting to feel cheated by the wealthy elite.

42% of British people class themselves as have not's

YouGov: Thu October 6,2011

Are you a „have‟ or „have not‟? Sometimes, people talk about Britain as being made up of ‘the haves’ and ‘the have nots’ – often used as bywords to loosely describe those who are more privileged, and those who are not. We asked the British public which group they feel they fit into, and our poll has revealed that more people would describe themselves as a ‘have not’ than ‘a have’. 42% of British people class themselves as ‘have nots’ Meanwhile, 33% consider themselves to be ‘haves’ 25% say they do not know Perhaps unsurprisingly given the relative affluence of much of the region, Londoners are more likely to place themselves into the ‘haves’ category than people from other parts of the nation, while people living further north of the country are more likely to say that they are ‘have nots’. 42% of Londoners consider themselves ‘haves’, along with 34% from the rest of the South, 35% from Scotland, 29% from the North and 28% from the Midlands and Wales Only 29% of Londoners consider themselves to be ‘have nots’, compared to a national average of 42%, and a high of 48% in the North of England Older people are also more likely to view themselves as ‘have nots’ compared to their younger counterparts. 49% of people aged between 40 and 59, and 45% of those over 60 classify themselves as ‘have nots’, compared to 37% of 25-39 year olds and only 26% of 18-24 year olds

18-24 year olds are twice as likely (38%) to answer ‘Don’t know’ as those over 60 (19%) There is also a political divide, with Labour supporters more likely to consider themselves ‘have nots’ than supporters of the two other main parties, and Conservatives more likely to class themselves among the ‘haves’. A majority (54%) of Labour supporters classify themselves as ‘have nots’, against 30% of Liberal Democrat supporters and 28% of Conservative supporters While 43% of Conservatives and Liberal Democrats call themselves ‘haves’ in comparison to just 26% of Labour supporters Tough economic times The idea that the British population can be divided into ‘haves’ and ‘have nots’ is not new, but the issue is particularly relevant given today’s precarious political and economic climate. The results come against a backdrop of continuing economic uncertainty and the announcement that UK growth in the first quarter of this financial year was ‘slower than previously thought’. The findings also come in light of the Conservative Party conference, at which Work and Pensions Secretary Ian Duncan Smith claimed that the current Government had inherited the worst income inequality levels in over 50 years. Similarly, reports have suggested that the current rich-poor divide in the UK is at its widest point since the 1970s, with pay packets for those earning in the top 10% of wages having increased four times higher than those for the lowest-paid workers in recent decades. http://labs.yougov.co.uk/news/2011/10/06/are-you-have-or-have-not/

ANALYSIS: AS A RESULT OF CURRENT GOVERNMENT POLICIES THE BRITISH PUBLIC ARE INCREASINGLY VIEWING THEMSELVES AS „HAVE NOTS‟ AND THIS IS ESPECIALLY TRUE FOR LABOUR SUPPORTERS WHO FEEL LIKE THEIR NEEDS ARE NEGLECTED.

By Helen Warrell, Chris Cook and Amie Tsang: November 9, 2011

police out in force for tuition fee protest Police were out in force on Wednesday as thousands of students marched through the centre of London in protest against increased tuition fees. A police presence of 4,000 officers was patrolling the route in an effort to avoid a repeat of December’s student demonstration, triggered by a tripling of the government ceiling on tuition fees to £9,000, when monuments were vandalised, windows smashed and a car carrying Prince Charles and his wife the Duchess of Cornwall was attacked. Wednesday’s protest, expected to draw 10,000 students, assembled in Bloomsbury at noon before setting off through Holborn and Trafalgar Square to a rally at Moorgate. As well as opposing rising tuition fees, the protesters say they aim to overturn more recent government proposals which would encourage universities to compete for students. “The aim of this march is to highlight the iniquities in the higher education white paper. We want to reclaim the educational maintenance allowance,” said Mark Campbell, an official of the lecturers’ union UCU at London Metropolitan University. He also voiced concern about a cuts to courses like history and philosophy. “My university is more diverse than the entire Russell group. We serve working class local people trying to better themselves. Why shouldn’t they study history and philosophy?” Greg, a 21 year-old student who travelled overnight from St Andrews University, said he was there to protest about tuition fees which, he said, would “perpetuate the whole elitist thing... and social problems”.

But, he said, he also wanted to protest against “the general atmosphere of cuts” which, he said, people had been “tricked” into accepting. Many of the banners reflected opposition to the coalition government more generally while some chanters called on others to “fight” the police. The rally attracted representatives from several hard-left groups. One of the self-described “anarcho-syndicalists” chanted for the government to “nationalise coal” and told the FT that they sought the “end of so-called democratic capitalism”. A group of girls from Westminster Kingsway College said they were protesting about the scrapping of the educational maintenance allowance, and its replacement by a less generous bursary scheme. Josey Bongongo, 16, says, “£30 a month. That’s £1 a day. It’s not enough for travel, to eat, to buy books.” They didn’t have any problems getting out of school. Her friend Chrissie Vernetta said there were a fair number from their college attending the march. “We just told the teacher we were coming to protest and they let us out.” Some protesters adopted slogans from the anti-capitalist camp outside St Paul’s Cathedral, although the march was not set to pass directly through the tent encampment, and protesters in the St Paul’s Occupy movement said in a statement they intended to join the demonstration. As the march moved along Fleet Street, police kitted out in riot gear formed lines to prevent demonstrators making their way towards the Cathedral. “We are trying to stop them getting down to St Paul’s and causing mass chaos,’’ one officer said. Earlier, some scuffles had broken out at the front as police lines held people back to allow those at the end of the march to catch up. The Metropolitan Police said this week they had negotiated successfully with the student group over the march route and had “a range of tactics” ready to deal with any trouble. While officers are not being sent out with plastic bullets, baton rounds will be on standby for deployment “in extreme circumstances”. Met commander Simon Pountain said the numbers of officers out in force was in response to the December violence and subsequent summer riots. “I have over 4,000 resources on it. A couple of years ago, at a demonstration of 10,000 people, we would have got nowhere near that,” he said. “That is against the backdrop of the summer and the demonstrations of last year, into March of this year.” Speaking at a House of Commons committee hearing on Tuesday, David Cameron, the prime minister, said that the St Paul’s encampment was “not particularly constructive” as a form of protest. “I’ve got this rather quaint view you shouldn’t be able to erect tents all over the place, I think protest being something you on the whole should do on two feet rather than lying down, in some cases in a fairly comatose state,” Mr Cameron said. He added that the use of baton rounds was a decision “for police operationally to take”. http://www.ft.com/cms/s/0/d2cdf5ca-0abb-11e1-b9f6-00144feabdc0.html#axzz1fmQXYNaU

Analysis: the youth feel cheated. Especially those who voted for the lib dems, who promised that tuition fees would not rise. This will lead to youths turning their backs on politics and a general distrust for the government and its abilities to provide them with any opportunities.

guardian.co.uk, Wednesday 30 November 2011

Strikes over public sector pensions hit services across UK as 2 million walk out Trade Unions and the government have traded blows over the impact of the biggest outbreak of industrial unrest in three decades, as up to 2 million public sector workers went on strike, forcing the closure of 62% of state schools in England and the cancellation of 6,000 hospital operations. Ed Miliband said the government must accept blame for the strikes. He asked Cameron: "Why do you think so many decent, hard-working public sector workers, many of whom have never been on strike before, feel the government simply isn't listening?“ Maude said the strikes were irresponsible as he disputed union claims that talks over pension reforms had ground to a halt. One of the main union negotiators, however, the GMB's Brian Hutton, said discussions on the four pension schemes – health, education, civil service and local government – had either stalled or were insubstantive. "In most of the schemes there is really nothing going on at all," he said. The strike saw walkouts by tens of thousands of border agency staff, probation officers, radiographers, librarians, job centre staff, court staff, social workers, refuse collectors, midwives, road sweepers, cleaners, school meals staff, paramedics, tax inspectors, customs officers, passport office staff, police civilian staff, driving test examiners, patent officers and health and safety inspectors.

.Unite general secretary Len McCluskey, who was due to address the London rally later, said 30 November would go down as the day when the union movement and workers fought to protect the economic and welfare advances of the last 60 years. Working people were "being asked to pay for the economic mess caused by the greedy City elite whose behaviour this spineless government has repeatedly failed to tackle", he said. Touring picket lines in London, he added: "The action today has been a brilliant display of courage and concern by public servants who are being demonised by a government that has lost its moral compass.â&#x20AC;&#x153; ."These are people who work day in, day out. They wipe noses, they wipe bottoms, they teach unruly kids, work with dustbins and sewage works. They are services which civilise our society," he said. In Liverpool Inspector Russ Aitken from Mersey Tunnel police was taking industrial action for the first time in 35 years. "I feel angry that I'm paying a 50% increase in pension contributions and I feel angry that I'm going to have to work longer and at the end of it get less." http://www.guardian.co.uk/society/2011/nov/30/strikes-public-sectorpensions-impact

ANALYSIS: The public are upset with the governments austerity measure and spending cuts. They feel that the government are not working within the favour of the GENERAL public.

9 December 2011

David Cameron blocks EU-wide deal to tackle euro crisis PM David Cameron has effectively vetoed an EU-wide treaty change to tackle the eurozone crisis, saying it was not in the UK's interests. Instead a new "accord" setting out tougher budget rules will be drawn up for the eurozone, which all EU states, except the UK, look set to join. France's Nicolas Sarkozy said the UK PM had made "unacceptable" demands. UK Foreign Secretary William Hague denied the move would leave the UK isolated in Europe. He said signing up to a change to the Lisbon Treaty - the treaty which governs the running of the EU - would have meant giving up more national sovereignty. National budgets Nearly 10 hours of overnight talks could not produce an agreement involving all member states, but the 17 eurozone countries and the other EU states apart from the UK - are expected to sign up to the new deal, which includes: a commitment to "balanced budgets" for eurozone countries- defined as a structural deficit no greater than 0.5% of gross domestic product - to be written into national constitutions automatic sanctions for any eurozone country whose deficit exceeds 3% of GDP a requirement to submit their national budgets to the European Commission, which will have the power to request that they be revised

The UK has long resisted calls from other EU leaders for a Europe-wide tax on financial transactions - a so-called Tobin tax - which it argues would hit the City of London disproportionately.

Sticking point French President Nicolas Sarkozy said Mr Cameron had made "unacceptable" demands and the sticking point had been Mr Cameron's insistence on a protocol allowing London to opt out of proposed change on financial services. "We were not able to accept [the British demands] because we consider quite the contrary - that a very large and substantial amount of the problems we are facing around the world are a result of lack of regulation of financial services and therefore can't have a waiver for the United Kingdom.â&#x20AC;&#x153; But Mr Cameron told a news conference that the deal on the table was not in Britain's interest "so I didn't sign up to it". "We want the eurozone countries to come together and solve their problems. But we should only allow that to happen within the EU treaties if there are proper protections for the single market, for other key British interests" he said. "Without those safeguards it is better not to have a treaty within a treaty, but have those countries make their arrangements separately. "It was a tough decision but the right one." Legal challenges The BBC's political editor Nick Robinson said there was no denying now that a two-speed Europe - those inside the new deal and those outside - was inevitable. He predicted a series of legal challenges about what the new euro "club within a club" could discuss, and whether it should be allowed to use EU resources and officials. Deputy Prime Minister Nick Clegg - whose Liberal Democrat party is much more pro-European than their coalition colleagues - said he "regretted" that a deal involving all 27 members could not be reached.

Nigel Farage, leader of the UK Independence Party, which campaigns for the UK's exit from the EU, said: "It's quite untenable for us to remain in a union alone, on the outside, having laws made for us, [while we're] in a permanent voting minority. "This is the worst of all worlds for the UK.â&#x20AC;&#x153; PUBLIC RESPONSE TO THIS ARTICLE: frankowensmate 7 Hours ago Our biggest problem as a nation is we seem to take a delight in being isolated. David Cameron has told the neighbours that we value our stunningly successful and much loved banks more than them. I am sure that this is going to make all of them want to trade/work with us more and that not one of them will blame us when/ if the Euro goes down the pan. Still the Sun will call it a diplomatic triumph! David Hanneman 9 Hours ago This will be the start of a true disaster for Britain. The Eurozone has called our bluff and now we will be excluded whether we like it or not. http://www.bbc.co.uk/news/uk-16104275

Analysis: Another move by the government which has not gone Down well with the public. Where does this leave Britain. In a worse position possibly.

Economic issues economic issues

Cost of clothing is rising at itâ&#x20AC;&#x;s fastest rate for nearly 15 years End of fast fashion?.....

Rupert Neate guardian.co.uk, Tuesday 13 September 2011

Rising cost of clothes could signal end to 'cheap chic' Biggest ever month-on-month increase in prices down to more expensive cotton, labour and transport costs, says ONS

PRICE OF COTTON HIT ITS HIGHEST LEVEL

The days of "cheap chic" and throwaway fashion could be numbered, because the cost of clothes is rising at its fastest rate for nearly 15 years. The "fast fashion" trend, where T-shirts sell for ÂŁ2 and jeans are priced at less than a fiver in supermarkets, is being battered by big increases in the cost of cotton, labour and transport. Figures show the cost of clothing jumped 3.7% between July and August â&#x20AC;&#x201C; the biggest month-on-month increase since the Office for National Statistics (ONS) started compiling the data in 1997. The biggest price rises were recorded on coats and jackets. The leap in clothing prices was one of the biggest contributors to a 4.4% increase in the cost of living in August, measured by the consumer prices index (CPI). Earlier this year, the price of cotton hit its highest level, in real terms, since the American civil war in the 1860s and traders are worried that this year's crop may be hit by floods in Pakistan and tropical storms across the US cotton belt. Last month's increase in prices was not unexpected. Last year, when cotton prices took off, fashion retailers including Next and Debenhams warned that prices would rise this year by up to 10% and Lord Wolfson, the chief executive of Next, predicted that women would stop bulk-buying clothes.

Clothing companies are also having to contend with workers in south-east Asia demanding big pay increases. Sarah Peters, a retail analyst at Verdict Research, said rising prices and falling disposable income are forcing shoppers to rethink shopping patterns. "There is a trend towards people buying one special item because they can't afford to buy lots at cheap prices," she said. Peters expects prices to rise faster still in the autumn/winter season and to keep rising in years to come. "Over the last decade, it has been very, very competitive and prices have been falling sharply. But now there are just too many pressures – labour, cotton and fuel.” She said cheap and cheerful retailers, such as Primark and Matalan, have tried to keep their prices low by "absorbing" rising costs, but says the rockbottom price tags are no longer sustainable. "It is certainly much more difficult at the value end of the market," she said. "Price rises started to come through last year, but they are far more prevalent this year and now as we move into winter [and people start buying thicker clothes] it is going to be harder to disguise the increases.“ Primark, one of the pioneers of the "pile it high and sell it cheap" approach, admitted earlier this week its sales were under pressure. http://www.guardian.co.uk/business/2011/sep/13/rising-cost-of-clothes

Analysis: Rising prices are pushing up the selling price of clothing which indicates that the „fast fashion‟ trend is dying out with retailers unable to sustain such low prices. This will lead to people having to buy less items for a higher price.

Low interest rates affect the desirability of saving

By Emma Rowley 09 Jun 2011

Interest rate forecast to stay at record low until May 2012, as Bank of England holds again The Bank of England held interest rates at their record low for a 27th month, as the City bet a rate rise will not arrive until well into 2012. Despite rising prices â&#x20AC;&#x201C; inflation is more than double the 2pc target at 4.5pc â&#x20AC;&#x201C; the Bank's Monetary Policy (MPC) has so far refused to raise rates from their 0.5pc low to curb the pace of price rises. Supporters say that raising borrowing costs would hurt growth as government spending cuts bite and fail to address the pressures from global demand which are pushing up commodity prices. However, some see the Bank as losing credibility through a failure to act. Bets on a May 2011 rise were widespread three months ago, but investors now see it as 50/50 as to whether the Bank will move this year. They do not see a rise as definite until May 2012, according to forward contracts on the sterling overnight interbank average.

The European Central Bank, which sets interest rates across the eurozone, also left monetary policy unchanged on Thursday, having lifted its main interest rate for the first time since the financial crisis in April – to 1.25pc from 1pc. As expected, the bank's president Jean-Claude Trichet warned "strong vigilance" is needed over inflation – language which normally signals a rate rise will follow next month. Inflation in the region is 2.7pc, still uncomfortably above the bank's target of just below 2pc. The worry is that tighter conditions put more pressure on the region's debtladen nations. The UK's trade deficit in goods narrowed in April from £7.7bn to £7.4bn, but that was mainly because of a fall in demand for imported consumer goods, rather than a big improvement in British exports.

http://www.telegraph.co.uk/finance/economics/interestrates/8566693/Inter est-rate-forecast-to-stay-at-record-low-until-May-2012-as-Bank-of-Englandholds-again.html

ANALYSIS: Low interest rates effect the desirability of saving for consumers and encourages spending.

Uk households feel the squeeze.

Rebecca Smithers, Tuesday 27 September 2011

Households suffer record fall in disposable income 'British families have never had it so tough,' says Asda chief executive, as spending power slumps 7.9% in a year Further confirmation that UK families are being crippled by the biggest squeeze on their finances since the 1920s has emerged, as a major retailer reported the largest drop in households' monthly disposable income since it started keeping records. Family spending power slumped by £14 in August, according to the results of supermarket giant Asda's monthly Income Tracker. Rising prices left the average UK family with just £162 of weekly disposable income – 7.9% less than this time last year. In a separate survey by the retailer, consumers said they were being hammered by increasing costs on all sides, but two in five said a freeze in household energy bills would be the measure that would help them most in the current financial crisis. Annual inflation (according to the consumer prices index) grew again to 4.5% in August, up from 4.4% in July – outpacing income growth and placing huge pressure on household spending power. Conditions in the labour market worsened this month and this is likely to continue into 2012 as public sector cuts start to take effect, Asda said. Family budgets are squeezed further by the rising costs of basics the figures, produced by the Centre for Economics and Business Research (CEBR), show. Rising gas and electricity prices – following announcements from major utility suppliers – have started to feed through into the overall rate of inflation. In August, electricity prices were 5.1% higher than a year ago, while gas prices were up by 8.3%.

Transport costs continue to put pressure on budgets too, with the cost of getting around remaining the biggest factor in the headline rate of CPI inflation. Figures from the AA show the cost of unleaded petrol grew by 16.5% over the year to August while diesel prices increased by 17.4% during the same period. Its separate Pulse of the Nation Survey, carried out on 23 September found four out of five (79%) people believed the government should take action now to put money back into people's hands.

When asked what measures they'd like to see, two in five (39%) called for a freeze on household energy bills. Andy Clarke, Asda's chief executive, said: "It's clear from this record drop in disposable income that British families have never had it so tough. Our customers are feeling the pinch â&#x20AC;&#x201C; they're clear they want more help to help make ends meet." Charles Davis, managing economist of CEBR, said: "Rising unemployment has added further pressure to household finances in recent months, compounding the squeeze on spending power caused by high inflation and weak earnings growth. "The Asda Income Tracker shows that family spending power has fallen sharply compared with a year ago. With the UK economy in a particularly precarious state at the moment, things could get worse before they get better. However, inflation should fall back in 2012 and the Bank of England is unlikely to raise interest rates anytime soon given the weakness in the UK economy.â&#x20AC;? http://www.guardian.co.uk/money/2011/sep/27/households-record-falldisposable-income

Analysis: declining spending power of families is a real threat to the fashion industry as clothing could become less of a priority. Creating a trend of buying out of need rather than want.

17 August 2011

UK unemployment total on the rise The number of people unemployed in the UK rose by 38,000 to 2.49 million in the three months to June. This took the jobless rate from 7.7% to 7.9%, the Office for National Statistics said. The number of people claiming Jobseeker's Allowance also rose, by 37,100 in July to 1.56 million, its biggest increase since May 2009. The claimant count has now risen for five months in a row to its highest level since February 2010. The increase in unemployment between April and June came as a surprise to some economists, as most had predicted these figures would show a slight fall in the number of people out of work. Confidence 'low' David Kern, chief economist at the British Chambers of Commerce, said the latest data revealed "a worrying rise in unemployment". "Given the government's programme to reduce the deficit, the figures are not altogether surprising," he added. "We expect unemployment to increase by 150,000 over the next year or so, peaking at around 2.6 million.â&#x20AC;&#x153; The official figures also showed that between April and June: The youth unemployment rate rose to 20.2%, up from 20% in the quarter to March There were 949,000 16 to 24-year-olds without work, a rise of 15,000

The number of employees working part-time because they could not find a full- time job increased by 83,000 to 1.26 million - the highest figure since comparable records began in 1992 Shadow employment minister, Stephen Timms, told the BBC that the latest unemployment data was "very worrying". "The economy has flatlined over the last nine months - we're just not seeing the jobs being created that we need," he said. "Eighteen months after the end of the recession we should not be in a position where the momentum for growth has so clearly run out as it has done. "And what the government is doing by cutting [public spending] too far and too fast is making matters worse.â&#x20AC;&#x153; Dave Prentis, general secretary of the public service trade union Unison, blamed the increase in unemployment on the government's public sector spending cuts. "The government's economic strategy is in tatters," he said. "They need to stop the cuts and restore hope by planning for growth.â&#x20AC;&#x153; The latest ONS figures show that between December 2010 and March 2011 an extra 104,000 jobs were created in the private sector, taking the total to 23.08 million. The number of people in public sector employment declined over the same period by 24,000 to 6.16 million.

http://www.bbc.co.uk/news/business-14555264 ANALYSIS: There are no job opportunities. The governments reliance on the private sector suggests that many people will start creating their own jobs and stop depending on the public sector.

Socio-cultural issues

by Alice Moran in Life Wed August 17

Broken Britain? Almost three quarters of British people believe that Britain as a whole is a ‘broken society’ whose ‘social problems are far more serious than they were ten or twenty years ago’, our poll has found, though only nearly two in five say they think the same of the area that they personally live in. Londoners are most likely to think the place they live in is ‘broken’, with nearly half saying social problems in the capital are far more serious than they were ten or twenty years ago, compared to just over a quarter of those from Scotland who say the same about where they live. In terms of ‘mending’ British society, more than two in five think current government policies on the economy will make ‘problems in society’ worse, while a similar amount believes that the Coalition’s policies on welfare benefits and law and order will intensify rather than help problems. 74% of British people think that Britain as a whole is a ‘broken society whose social problems that are far more serious than they were ten or twenty years ago’, while just 17% say this is not true In general, 37% of those surveyed think that ‘where they live is broken’, compared to 53% who say that isn’t the case Londoners are most likely to think that ‘the area where they live is a broken society’ (47%) compared to people from Scotland (27%)

British opinion is split over where Britain stands in comparison to Europe. 39% think that British society is in a similar state to other Western European countries, while 38% believe British society is more broken down than its foreign neighbor's Slow-motion moral collapse’ The poll comes as Britain reacts to nights of rioting across England last week, which saw shops and homes across the country looted, trashed, boarded up and burned. Commentators have hotly disagreed about the reasons behind the unrest, while the extent of the damage has sparked intense Government scrutiny of the perpetrators. Prime Minister David Cameron has declared Britain’s ‘sick and broken society’ as top of his political agenda, and during a speech last week described the rioting as a ‘wake-up call’ to a ‘slow-motion moral collapse’ in parts of the country. Cameron said: ‘In the banking crisis, with MPs' expenses, in the phone-hacking scandal, we have seen some of the worst cases of greed, irresponsibility and entitlement. The restoration of responsibility has to cut right across our society.’ http://labs.yougov.co.uk/news/2011/08/17/broken-britain/

By Richard Sudan ,Tues, 9 August 2011

London riots: looking beyond the looting Media coverage of the unrest that has been taking place in London over the last few days has focused on a minority of individuals, rather than the root causes of the problem. The trigger for looting and rioting is not rioting and looting. Looters and thieves are opportunists, but are not themselves the epicentre of the turmoil. While they should be punished, their actions should not detract attention away from factors which might have led to such a worrying sequence of events. If anything they should be viewed as a by-product of a much wider problem. They need to be viewed in context. People donâ&#x20AC;&#x2122;t protest for fun. Sifting through the sensationalised red-top headlines, and those of their right wing counterparts-the same ones who were quick to attribute the recent tragedy in Norway to Al Qaeda-One could be forgiven for concluding that all was fine and dandy in our capital until a group of nutters started rampaging through the streets puncturing the serine tranquillity.

Not so. In Tottenham on Saturday people had gathered outside the local police station to demonstrate, following the death earlier in the week of Mark Duggan, who was shot by Police. The IPCC had in the aftermath of the incident announced that an investigation into the death of Duggan would take place.

For too long however it seems silence had ensued. Questions already surrounding the ‘independence’ of the police complaints commission caused alarm bells to ring for many. The protest turned ugly, but did so against an atmosphere of growing frustration. Indications, from the result of forensic tests contrary to earlier reports, are that the bullet lodged in a police radio was a hollow point round police issued bullet i.e. a bullet not fired by Duggan. Duggan didn’t shoot, but Duggan however was shot dead. It should be remembered that the anger caused is not just the result of a one off isolated incident. It’s one of the most recent in a long list and in addition to being one of the possible triggers, a YouTube clip appearing to show a teenage girl being beaten by the Police is also believed to have been one of the catalysts for trouble. Like the December protests, the actions of a minority of individuals have been used by the media to divert attention from the underlying causes of the problem, and furthermore from questioning the behaviour of some of the police officers.

While our communities suffer, it should be noted that the Mayor and the Prime Minster refuse to have their relaxation time interrupted and remain on holiday. It was announced only yesterday that they would return back to the UK to hold emergency meetings. Further trouble is predictable and last night different parts of the capital saw more conflict. In fact, many have been warning of rioting and violence since the Coalition government strode into Downing Street last May, and many more echoed such concern once the scale and depth of public service cuts became apparent.

While the theft and irresponsible behaviour of those who have irreversibly damaged the lives of innocent people should rightly be punished, what of the reasons as to why such a climate for trouble would exist in the first place? The problems facing our communities can not solely be attributed to the actions of a handful of individuals from the communities that have suffered, not when the conditions for such unrest have been present for a lot longer than merely the weekend. As long as racism, unemployment, lack of opportunity, and public service cuts continue to take root, things will only worsen. The propaganda masking the destruction of the Welfare State is falling away. The fact that Tottenham is one of the poorest boroughs in London is not a coincidence and should not be ignored. Neither should the causes of poverty, nor the actions of politicians who monopolise power, and have monopolised the opportunities afforded to society within our educational system. http://blogs.independent.co.uk/2011/08/09/london-riots-looking-beyondthe-looting/

Analysis: was the cause of looting a combination of the inequalities within society, coupled with the consumerist nature of the society?

Job opportunities linked to online presence

2/21/2011 @ 9:00AM

5 Reasons Why Your Online Presence Will Replace Your Resume in 10 years We’re seeing more and more recruiters use the web as a place to search for talent and conduct employment background searches. This trend is set to increase year over year and I’ve been predicting that an “online presence search” will become as common as a drug test since 2007. Your online presence should consist of your own website at yourfullname.com (a domain can be purchased at GoDaddy.com using promo code FAN3). This website is the core of your online presence and if you optimize it effectively, it will rank number one for your name in major search engines such as Google. Also, your online presence should contain social network profiles, with vanity URL’s, on Facebook, LinkedIn, and Twitter at a minimum. I would also get listed on sites, such as Spokeo.com, and obtain your Google profile. By claiming your web presence, you’re protected from other people, with the same name, claiming it before you. You also gain control over how you’re perceived online, and thus what employers find out about you when they conduct their search. A recent study by OfficeTeam shows that more than onethird of companies feel that resumes will be replaced by profiles on social networks. My prediction is that in the next ten years, resumes will be less common, and your online presence will become what your resume is today, at all types and sizes of companies. 5 reasons why your online presence will replace your resume:

1. Social networking use is skyrocketing while email is plummeting More and more people are using social networks to send and receive messages. About 90% of U.S. Internet users visit a social networking site each month, reports Comscore. Usage of Web-based email has fallen 8%, with the biggest decline among 12 to 17 year-olds, with an almost 60% drop. Although, you may think of this as a generational trend, the highest growing demographic on Facebook is 35+, and LinkedIn caters primarily to that demographic, too. Employers are reviewing your profiles to see what kind of person you are outside of work, who you’re connected to, and how you present yourself. Each gives clues to how well you can fit into the corporate culture. When employees don’t fit in the culture, there is turnover, and it costs the organization thousands of dollars. 2. You can’t find jobs traditionally anymore In order to get a job, you have to be creative, attract jobs to your website, and network constantly. Applying to job postings, in newspapers and online, won’t get you anywhere and is becoming completely ineffective. Susan Adams, of Forbes.com, shared a survey by webjob.com of recently employed job seekers found that 23% of those surveyed found their job through ads. By building your online presence, employers can find you and thus you have more opportunities. If you don’t have an online presence, you won’t appear to be relevant and you will be passed over for more savvy applicants that have visibility. You need to be creative in your job search by developing your own product, eBook, viral video, or personal advertisement. Finally, you need to treat your life as one giant networking event, and meet as many people in your field as you can. 3. People are managing their careers as entrepreneurs In the career field, the term “Careerpreneur” describes a professional who manages their career like an entrepreneur, always searching for the next big opportunity. My colleague, Scott Gerber, author of “Never Get a Real Job” says it best: “you need to create a job to keep a job.” A survey of 1,623 Gen Yers, conducted by Buzz Marketing Group, Scott’s Young Entrepreneur Council, and presented by

LegalZoom, finds that more than 35% of Gen-Y’ers have jobs have started their own businesses on the side in order to supplement their income. This shows that the younger generation understands that there’s no job security and that they can build companies to offset their low wages. Another study revealed that 84% of employees plan to look for new jobs in 2011 (up from 60% a year ago). It’s too easy to get laid off now, which is why you need to build your online presence before you need it, and constantly look for the new opportunity that will further your personal brand. 4. The traditional resume is now virtual and easy to build Have you ever created your resume using Microsoft Word? I’m sure you have, but those days are quickly coming to an end. Professionals are going to start using LinkedIn’s “Resume Builder” tool to turn their LinkedIn profile into a resume that they can use to submit to jobs. In this way, LinkedIn profiles can be used passively and actively in the job search process. Employers use LinkedIn as a search tool to find top talent, and job seekers use LinkedIn to leverage their network in support of their search. 5. Job seeker passion has become the deciding factor in employment Your online presence communicates, or should communicate, what you’re truly and genuinely passionate about. 83% of job seekers would rather have a job they love than a job that pays well, according to to a SimplyHired.com survey. On the other hand, I firmly believe that you won’t be able to obtain and sustain a job without passion anymore. There is far too much competition and employers like to see people who are enjoying their work because they will be more productive and help foster a stronger corporate culture. Your best bet is to develop your online presence and focus your job search around what you’re passionate about instead of what will make you the most money. You will soon see that your passion will make you more money than your thirst for a higher wage! Dan Schawbel, recognized as a “personal branding guru” by The New York Times, is the Managing Partner of Millennial Branding, LLC, a full-service personal branding agency. Dan is the author of Me 2.0, the founder of the Personal Branding Blog, and publisher of Personal Branding Magazine. http://www.forbes.com/sites/danschawbel/2011/02/21/5-reasons-why-your-online-presence-will-replace-your-resume-in-10-years/2/

Analysis: Online presence is becoming important beyond the need for connecting with friends. It is now important in terms of career opportunities. Brands that recognise this and offer something which slots into this growing trend will BENEFIT FROM GAINING CUSTOMERS.

By Aislinn Simpson 22 Jun 2009

Twitter has become the latest forum for advertising jobs as unemployment LEVELS CONTINUE TO RISE. The website now carries bite-size tweets about job vacancies from companies set up to capitalise on the popularity of the chat website. Jobs are advertised in short 140-character "tweets", and those interested in applying can click on a link for more information and employer contact details. Last month, the number of people without jobs reached 2. 2 million, the highest level since Labour came to power in 1997. Many economists believe unemployment will break through the three million barrier next year. That total includes one in six 18 to 24 year-olds â&#x20AC;&#x201C; an internet savvy generation often more comfortable with searching for work on social networking sites like Twitter and Facebook than approaching their local JobCentre. Jobseekers can sign up as followers of various job websites on Twitter and will be sent tweets via text or email about any roles relevant to them

Employers can specifically target potential employees depending on where they are in the world while cutting recruitment costs. The use of Twitter to advertise jobs shows just how indispensable it and its fellow social networking sites have become around the world. Between March and April this year, visitors to the site grew by 83 per cent and Twitter now has 17 million unique users.

Gary Zukawski launched Tweet My Jobs in February and its popularity has already exceeded his expectations, he told the Financial Times. He said that more than 6,000 companies are already using the service and he expects many more to follow. Michael Haddon, a 23-year-old graduate, had been looking for work for a month when he found his first job, with Dow Jones Newswires, on Twitter He applied with a CV just minutes after seeing a tweet about the job, highlighting his media-savvy credentials in the process. “I had an interview, got the job and now I sit next to the guy I’d been following on Twitter for a year," he said. “If it hadn’t been for Twitter, I’d probably still be unemployed,” he said. Another tweeter who found work online, Michael Litman, 22, said Twitter was better than the usual job-hunting methods. “It makes you visible, engaged and interactive with potential bosses,” he said. But he said it also has its downsides. “I am paranoid about what I tweet because you have to look professional at all times. It is important to be careful, but you should also be human – Twitter is a great way of conveying personality to potential employers." http://www.telegraph.co.uk/technology/twitter/5600221/Twitter-becomes-latestforum-for-job-adverts.html

Analysis: ANOTHER SIGN THAT SOCIAL MEDIA AND THE INTERNET IS INCREASINGLY BECOMING A PLACE IN WHICH OPPORTUNITIES ARE FOUND IN REGARDS TO CAREERS.

Ross Dawson, December 7, 2010 The rise of mini-blogging in 2011: Tumblr will continue to soar SmartCompany recently featured an excellent article on The next 10 social media trends, which received considerable attention and was syndicated through a number of other outlets. I was quoted in the article talking about social shopping and mini-blogging. Here are a few further thoughts on mini-blogs. I have written another post on the rise of social shopping, including 7 examples. Here is an excerpt from the article on mini-blogging: The popularity of Twitter in part reflects a desire for immediate gratification in posting and consumption of information. With so many blogs today simply reposting interesting information with added commentary, it’s not surprising that someone has found a mid-point between the two ideas, leading to services such as Tumblr (www.tumblr.com) and Posterous (www.posterous.com). Dawson calls these services mini-blogs, as they take what Twitter and Facebook have done in allowing people to easily share content that they like, and moved that back onto the broader web. The updates on Facebook have shifted from being very personal things to being a lot more about sharing articles and content,” Dawson says. “The mini blogs are almost purely sharing tools, designed to pull in a YouTube video or a link, but you can actually see the content as well, which brings it a lot more to life.”

Mini-blogs (also called “light blogs” or “light weight blogs” – I prefer “mini-blogs” as they sit between traditional blogs and micro-blogs such as Twitter) are basically about sharing content – links, videos, photos, text etc. – as easily as possible. As a blogger since 2002 and with Twitter a central part of my life, there is also a role in my life in between these for a mini-blog, for things I want to share that don’t quite fit into either. Setting up a mini-blog has remained on my to-do list for too long – I’ll try to get to it before Christmas! I recently suggested to my wife Victoria Buckley that Tumblr would be a great platform for her new photo blog. Her site Seeing Sydney, run on the Tumblr platform, is a great example of a mini-blog, featuring her beautiful photos in a lightweight and easy-to-run format. The two dominant mini-blogging platforms are Tumblr and Posterous, though as the traffic stats indicate, Tumblr is the clear leader, attracting well over 1% of people on the internet each day. While Tumblr’s recent downtime problems have attracted substantial attention, they don’t seem likely to affect it significantly over the long-term, as long as it these problems don’t continue. Tumblr raised close to $30 million two weeks ago, meaning that it has the resources to build a more solid infrastructure as required. These services and possibly other new ones like them will flourish in the coming year and beyond. Our human appetite for sharing is far from being sated. Traditional blogs are too much work for most people, and Twitter is certainly not for everyone. One of the most powerful things about a mini-blog is that it is visual and engaging, very different from a Twitter stream. It can readily be made personal and shaped to express who you are.

This is related to one of the most powerful uses of a mini-blog: building a personal brand and generating online visibility. For those who have not yet engaged online in any form, aside from perhaps a protected Facebook page, a mini-blog provides an easy way to become visible. You can make the profile you have created come up in search results when people look for your name, and simply by sharing the interesting things you find, you can create value and build an online presence In a world in which everything is shifting online, the return on the effort required is outstanding for those who donâ&#x20AC;&#x2122;t yet have an online presence. And as an added benefit, the more that people share, the better social news and information curation becomes, helping us all http://rossdawsonblog.com/weblog/archives/2010/12/the_rise_of_min.ht ml

Analysis The growth of mini-blogging represents a convenient and easy way for people to share their experiences, inspiration and express themselves with others. There is overall a TREND TOWARDS PEOPLE USING ONLINE TOOLS TO EXPRESS THEMSELVES AND BUILDING THEIR PERSONAL BRAND.

Britainâ&#x20AC;&#x;s new young entrepreneurs

Britain's new entrepreneurs: young guns go for it Today's internet-savvy students are starting their own businesses and forging their own path in life… and here are seven prime examples Why a growing number of twentysomethings are doing it for themselves. JAMAL EDWARDS, 20: Founder of online music channel SBTV "I'm a rebel when it comes to filming," says Jamal Edwards, founder of SBTV, an online broadcaster of music promos, video interviews and impromptu live performances from the UK rap scene and beyond. "I'll film absolutely everywhere, without permits or anything. This is a guerrilla operation.“ We are sitting in the nerve centre of the operation: the kitchen of Edwards's family home in Acton, west London. Waiting nearby is Tayong Azonga, a local rapper who, any minute now, will become SBTV's next star performer. Edwards started the channel in 2007, aged 16, after receiving a video camera for Christmas. At first, he trained the camera on his estate. "I was filming foxes in my garden. When I uploaded that, I got 1,000 views and I was like, 'What? Let me just try something else.'“ At the time, grime music, the now ubiquitous hybrid of hip-hop and UK garage, was burgeoning. You wouldn't find grime on mainstream TV channels – not yet – so artists disseminated videos of their work on DVD or YouTube. The space for an online channel dedicated to grime music was wide open.

Edwards started filming London rappers freestyling on the street, backstage at gigs or in the back seats of cars. The performances, delivered straight to camera without studio gloss and posted online within days, are raw and often thrilling. But Edwards didn't want to restrict himself to local unsigned talent or the grime scene.

Recently, he and his eight-strong team have been filming the likes of Ellie Goulding, Nicki Minaj and Bruno Mars. Even Justin Bieber has appeared before the SBTV cameras. "Narrow-minded people are like, 'Ah, he's filming all these pop stars,'" says Edwards. "But I just shrug my shoulders." His attitude appears to be paying off. Edwards says the channel, which makes money from advertising, has racked up 50,000 subscribers and a total of 39 million video views. Last month, he signed a deal with Sony RCA to create his own imprint within the label, and the day before our interview he was hanging out with Simon Cowell, who said SBTV was excellent. Suddenly, the bio on Edwards's Twitter account – "media mogul" – doesn't seem like an exaggeration. When I ask him what the downsides are of being his own boss, Edwards says: "Everyone who works for me is older than me." He pauses and grins. "OK, the oldest person is 24, but I'm a young boss. It's a bit daunting telling people what to do." His friends think his rise from borderline dropout at Ealing College, where he completed a diploma in media and moving image, to budding media mogul is "mad… just mental". He advises other young people with similar ambitions to "chase your dream, not the competition, because looking at the competition will cloud your vision and mess you up in the long run". Edwards says his next step is to go to New York and "work my way from the ground to the top, doing what I did here over there". The competition will be stiff but he's not fazed. "I'm a rebel. I'm not scared to do anything: that's what makes me different." Now it's time to see the rebel in action. Edwards and Azonga slip off and I catch up with them in the underground car park of a supermarket. Edwards is already filming a rapper from Margate called English Frank, who rhymes with apocalyptic fury over a beat pumping out of his car stereo. Passing shoppers regard the scene with total bemusement. When English Frank drives off, Azonga opens the door of his car, hits play on the stereo and turns to face the camera. He gives a shout-out to the channel, adjusts his cap and launches into a slick, motormouth rap. In a few days, tens of thousands of SBTV viewers will see his video featured alongside the likes of P Diddy and Jessie J. When Azonga is done, Edwards reviews the footage with satisfaction. "That," he says with a grin, "was sick." Killian Fox

GEORGINA COOPER, 26: Founder of pretaportobello.com Three years ago, Georgina Cooper found herself lying on the sofa of her two older sisters' flat, without a job and wondering what to do with herself. She had just graduated from Bournemouth University with a design degree and had spent a few months doing work placements in fashion houses. "It was really awful," she says now. "It was such a competitive environment, with long hours for no reward, and it was not what I wanted to do." The recession made it harder to find the ideal job: "I felt I'd end up having to settle for something.“ Instead, with the help of her sisters, Lisette and Victoria, she decided to turn what she already liked doing – trawling London's Portobello market for clothes – into a viable online business. "I used to go to Portobello all the time and my friends at uni would always ask, 'Oh, where did you get that?' When I told them they would say, 'We live too far away to get down there.' So we had this idea to make the market available online for people who couldn't get there or didn't want to go when it was raining." The result was pretaportobello.com, a one-stop internet shop for unique finds, including one-off vintage pieces and a "Let's Trade" area which allows users to barter for pieces with a virtual stallholder. The sisters funded it with their savings, buying stock outright from market traders and then selling it on at a mark-up. MORE CASESTUDIES AT: http://www.guardian.co.uk/business/2011/mar/06/young-britishentrepreneurs

ANALYSIS: young people are increasingly using the resources available to them to build their own future. The majority of these resources are likely to come from the opportunities that the internet affords.

technological issues

BY Olivia Bergin | 12 May 2010

Is 'wearable technology' the future of fashion? Katy Perry may have sparked a trend at last week's Met Gala in her electric gown. When Katy Perry lit up the red carpet at the Met Gala in her LED-panelled gown last week, she really got one over Rihanna and Lady Gaga, her fashion-boundarypushing popstrel peers. In "off" mode, the dress may have made her resemble a giant Flump, but when the concealed fairy lights did their thing, flashing from blue, pink, and yellow to green, nothing could have assured Perry more publicity. While the cream of New York's high society sashayed past in couture creations by Valentino and Oscar de la Renta , the irony was not lost on the pop star, who was quoted as saying: "Fashion can be a little stuffy, so I wanted to lighten up." Ever the sartorial risk-taker, Perry might just prove to be an early adopter of a theme that's about to go stellar. Anyone for a belt with programmable messages, or a fibre-optic skirt ? Look no further than the French website Lumigram.com; this purveyor of luminous clothes and homewares (of questionable taste, albeit) ensure the wearer won't pale into the dark. But the "Look at me, I'm electric!" appeal of wearable technology could prove far more lucrative than acting as a mere vehicle for its attention-hungry wearer. Surely it will only be a matter of time before arriving at the Oscars with your latest movie trailer playing on a loop across your chest maximises box-office longevity. Even Joe Bloggs will be scrambling for the opportunity to boost his income as a human billboard, taking advertising for a walk down the darkest streets of suburbia.

CuteCircuit, the London-based company who crafted Perry's dress from the tiniest full-colour LED lights available (measuring only two millimetres in length), are pioneers of wearable technology. Their "Hug shirt", which enables wearers to send a sensory hug across the world to another person wearing the same creation, was awarded Time Magazine's best Invention of 2006. By squeezing the top, the hug sensation is transmitted through its heat and vibration sensors, and then sent via a mobile phone's Bluetooth capacity. Such interactive concepts, if they can manage to look as good as they sound, could well be the future. Just ask Imogen Heap, who attended the Grammy Awards this year in her "Twitter dress". An oversized necklace studded with flashing lights acted as a digital sign displaying her fans' tweets, which operated thanks to a router inside her gown. The singer took accessories to new technological heights by carrying an iPhone in a transparent handbag featuring photographs that people were sending to her online. Just as advancements in technology have served to make the life of the "iGeneration" easier and lighter, hopefully it won't be long before our everyday wardrobes become fully integrated. How ingenious would it be to own a leather jacket with the techno-power to heat or cool appropriately, making layers and unpredictable weather a thing of the past? A wedding dress with a fully retractable train might not sound quite so romantic, but if everything lies within the click of a button, who knows what we might be teaming with our 3D glasses in only a few years to come? http://fashion.telegraph.co.uk/article/TMG7710379/Is-wearabletechnology-the-future-of-fashion.html

Analysis: wearable technology is developing at a fast rate and we are likely to see more of these products filter through to the mainstream markets.

As time goes on, clothing will continue to become smarter. It will perform more functions and tasks, allowing us to do more and be more of whatever it is we want to be. Our clothing will allow us to trace the details of its production, monitor body functions, and communicate with one another in new ways, by integrating the latest technology in often virtually seamless ways. We already have smartphones; why not â&#x20AC;&#x153;smartclothesâ&#x20AC;?? In an article published in the Observer on January 2, 2011, Dilys Williams, director for sustainable fashion at the London College of Fashion, cited wearable technology as the single most important development in the field of fashion for the next quarter century. http://regardingdesign.parsons.edu/2011/wearable-technology-design-atthe-seams/

REDMOND, Wash. – Aug. 3, 2011

Dressing for the Future: Microsoft Duo Breaks Through with Wearable Technology Concept Microsoft and fashion aren’t often mentioned in the same breath – until now. In the heart of Microsoft Research is a dress that’s turning Heads without ever being worn on a catwalk. “The Printing Dress,” a project created by Microsoft Research’s Asta Roseway and Xbox’s Sheridan Martin Small, is one of the first pieces of fashion technology to emerge from the company. The women and their dress won Best Concept and Best in Show at the 15th annual International Symposium on Wearable Computers (ISWC) in San Francisco this June. “The last thing anybody expected was for Microsoft to take those awards,” says Roseway, a senior research designer for Microsoft Research. “It sends a message out that we are here, we have a presence, and we want to be just as involved in wearable technology as everyone else.” The dress is high-fashion, high-concept, and totally high-tech. It’s made almost entirely of black and white rice paper. Sewn into the bodice are laser-cut buttons, reminiscent of old-fashioned typewriter keys. Though the style of the dress is oldmeets-new, the rest of it is anything but old-fashioned – it comes equipped with a laptop, a projector, and four circuit boards. Everything is functional, from buttons to hem. Though it’s a prototype not meant to be worn, the dress’s wearer could theoretically type messages on the bodice keyboard, and those messages would be projected onto the skirt for the world to see. The Printing Dress is meant to explore not only fashion and wearable technology, but the notion of accountability for what we say in a world where communication is rapid, constant and increasingly done remotely, Roseway explains.

“You are probably familiar with that old saying, ‘You are what you eat,’ but how about ‘You are what you Tweet?’” Roseway says about the dress. “The dress looks toward a future with a new realm of social accountability, where you literally wear what you Tweet. Our words aren’t out there; they’re on us.” The idea of accountability for communication on the Internet is something the Microsoft dressmakers talked about a lot. “We feel like there are a lot of problems around anonymity on the internet,” says Martin Small, a user experience designer for Analog Labs, which does incubation for Xbox technology. “Both of us have seen things posted online that people would shy away from if they had to actually take responsibility for them, and it really bothered us,” Small says. “It just seemed to make sense that if you had to wear the things that you said, maybe that would make a difference in how people say things, or what they choose to say to each other. You don’t want to wear hateful, ugly things.” A Dress that Opens Doors Roseway’s enthusiasm for the field of wearable technology, and for life in general, is contagious. Perhaps a starter course for becoming acquainted with Roseway is scanning the visible contents of her office– a Lady Gaga poster, a box of lasers, a bunch of dried lavender, a desk sign reading “No coffee, no workee,” and a stack of cubes engraved with her name – each represents a patent she holds. One is what is now known as “winks” in messaging In fact, both women behind The Printing Dress are wildly creative creatures who rarely sit still –e-Renaissance women, if you will. Roseway has a background in graphic design, studied in Paris, worked on 3D projects for Microsoft, and helped initiate the WorldWide Telescope. Martin Small has a background in fine arts, illustration, Web design, gaming, and – well, a little bit of everything Wearing a Flexible Future Why explore wearable technology? Technology has real-life ramifications, and one of Roseway’s biggest fears is that without care and thought, technology will march on inflexibly and the future will be cold, hard and industrial. “My goal, my hope, is to see technology eventually make its way back to being human again. I want a warm future. I want technology that facilitates my ability to talk to the people I love, but also helps me take care of myself,” Roseway says. She worries that if people aren’t paying attention, they’ll be consumed by “shiny objects,” the constant “sex appeal” of new technology, and become too-muchinformation automatons. “Even now, people are walking around and can’t even see that they’re about to walk into a post. And you know what the current solution for that is? To make an augmented reality app to tell you you’re going to walk into a post,” says Roseway. “That’s a fail!” Technology should make things better for people, she says, not worse. It can be a layer of intelligence that lives on top of us or around us, rather than intelligence being isolated in devices. “The technology can eventually become invisible, but the intelligence stays and is incorporated into everyday items and everyday living,” Roseway says. “We’re not stuck at our desks, or holding something all the time, and it’s a more flexible means of accessing information.”

Wearing a Flexible Future Why explore wearable technology? Technology has real-life ramifications, and one of Roseway’s biggest fears is that without care and thought, technology will march on inflexibly and the future will be cold, hard and industrial. “My goal, my hope, is to see technology eventually make its way back to being human again. I want a warm future. I want technology that facilitates my ability to talk to the people I love, but also helps me take care of myself,” Roseway says. She worries that if people aren’t paying attention, they’ll be consumed by “shiny objects,” the constant “sex appeal” of new technology, and become too-much-information automatons. “Even now, people are walking around and can’t even see that they’re about to walk into a post. And you know what the current solution for that is? To make an augmented reality app to tell you you’re going to walk into a post,” says Roseway. “That’s a fail!” Technology should make things better for people, she says, not worse. It can be a layer of intelligence that lives on top of us or around us, rather than intelligence being isolated in devices. “The technology can eventually become invisible, but the intelligence stays and is incorporated into everyday items and everyday living,” Roseway says. “We’re not stuck at our desks, or holding something all the time, and it’s a more flexible means of accessing information.” http://www.microsoft.com/presspass/Features/2011/aug11/08-03printingdress.mspx

Analysis: suggests that wearable technology will be big in a few years to come. We are already seeing technology becoming smaller and smaller and we will eventually see a streamlined access of technology through our clothing.

By Mary Montserrat-Howlett

Techno fashion: The future of fashion Technology brings fashion to the future with new innovations for "wearable technology". In an age where everything is created to be better, faster, easier and ready to use at the touch of a finger, the fashion industry certainly isn’t going to get left behind. Already, fashion has begun weaving electronic components into "wearable technology", a preview to what will undoubtedly become the future of fashion. From vests which measure your heart rate to handbags with a PDA (Personal Digital Assistant), attached-fashion has just taken practicality and innovation to a whole new level. Here are some of the wildest techno-fashions that may find themselves in your wardrobe sooner than you think… Hug Shirt Made by Cute Circuit, the Hug Shirt allows you to send and feel hugs to and from other Hug Shirt owning friends. The Hug Shirt is filled with wearable sensors and actuators, with a Bluetooth and Java enabled mobile phone- running on the ‘Hug Me’ Java software application. The sensors feel the strength of the touch, the warmth of the skin and the heart-rate. Nominated one of the best inventions by Time Magazine in 2006, the Hug Shirt lets you give love even when you’re far away HP Mini 1000 Vivienne Tam The prettiest darn computer you ever will see, Vivienne Tam’s stylish computer clutch has a 60GB hard drive and weighs 1kg. It has a 10-inch LCD display, a built-in webcam, and is powered by Intel Atom N270 1.6GHz processors. Designed for the fashionforward, woman on-the-go; the HP Mini 1000 sells for $1,199. Burton Clone Mini Disc Jacket The Clone Mini Disc Jacket, made by Burton snowboarding company has a built-in Sony mini disc player and a remote control sewn into the sleeve so you can control volume and switch songs while you carve down the slope. http://www.ellecanada.com/fashion/techno-fashion-the-future-of-fashion/a/28386

62 Wearable Technology Should Be Simpler. New tech from WIMM Labs could embed itself into tiny devices that you take with you everywhere you go As you load up your smartphone with apps and buy peripherals for your tablet, consider that the future might be devices that do less -- or rather, they do one thing, do it well, and possibly while intimately attached to your body or your clothes. That's the idea behind a new technology by WIMM Labs, which they say can be embedded into everything from a wristwatch-sized screen that sends visual medication reminders, to a clip-on pedometer that can act as a total fitness companion. Wearable tech has been evolving for decades, but WIMM's modular platform makes it more lucrative for designers and developers. An Android-based operating system paired with hardware features like a touchscreen, accelerometer, and magnetometer are supplemented by a Micro App store and services that enable licensees to quickly apply the technology. "They aren't fully functioning apps you'd find on standard app stores," says WIMM's vice president of product marketing Tim Twerdahl. "They'll deliver a simplified experience appropriate for our device.â&#x20AC;&#x153; As far as the actual gadget you'll be strapping onto your arm, WIMM is open to new ideas, so what becomes of their platform will be up to the licensees they work with. But they've come up with eight potential device concepts that they think could tackle everything from fitness to business. Now they're looking for software developers and product designer who can expand the boundaries of their technology. While multitasking gadgets crammed full of bonus features might seem like the norm now, Twerdahl thinks a wearable, micro experience is the next natural progression. "Screen size is getting smaller, yet access is more frequent," he says. "Mobile form factors allow us to work anywhere, anytime, but we see a market that needs more streamlined, intuitive information delivery on the go.â&#x20AC;? http://www.fastcodesign.com/1664771/wearable-technology-should-besimpler-here-are-eight-ideas#8

http://www.thecoolist.com/the-tech-of-fashion-10-waystechnology-drives-tomorrows-fashion/

We must ensure that Britain remains at the leading edge of the global digital economy FULL REPORT CAN BE FOUND HERE:

http://webarchive.nationalarchives.gov.uk/+/http://www.cult ure.gov.uk/images/publications/digitalbritain-finalreportjun09.pdf

Extracts from the Digital Britain: report Chapter 2:Page 29 Chapter 4:Page 106

Chapter 4:Page 107

Chapter 6:Page 171

ANALYSIS: THE GOVERNMENT ARE CHAMPIONING DIGITAL INNOVATION AS THEY RECOGNISE THE IMPORTANCE OF IT AND SEE IT AS A BENEFIT TO UK ECONOMY. THEREFORE THEY ARE LIKELY TO SUPPORT COMPANIES AND BRANDS WITH THE SAME VALUES.

Chapter 2:Page 28

Digital Britain Report CASE STUDY ANALYSIS: JUST ONE OF MANY EXAMPLES WHICH DEMONSTRATES THE OPPORTUNITIES WHICH YOUNG PEOPLE CAN FIND ONLINE.

http://blog.nielsen.com/nielsenwire/social/

Environmental/ethical issues

How On-Demand 3D Printing Could Cut Waste, Increase Efficiency There are a lot of great ideas floating around Poptech this year -- I've already covered plenty of them. But I also wanted to highlight something that isn't strictly or necessarily green, yet that could end up having some interesting implications on supply chains and mass production. And that's on-demand 3D printing, an idea being pushed by a startup company called CloudFab. This type of production could have a number of environmental benefits, including reducing waste and transportation emissions -- I'll let CEO Nick Pinkston explain. Those 600 printers he mentioned are scattered around the nation, so products can be produced locally and delivered with minimal transportation costs (both economic and environmental). Now, if you want to manufacture 5 million Happy Meal toys, 3D printing isn't your ticket. But if you're going to say, make 500 medical devices, toys, novelty items, or whatever, 3D printing could do the job. This can eliminate the need for inefficient assembly lines and energy expenditures:

current 3D printing technology can create just about any product you can imagine (gears, moving parts, are no problem). And they can tailor each individual product with customized parts and design, ensuring that the product is better suited to its target -- and less likely to become waste in the short-term. http://www.treehugger.com/sustainable-product-design/how-on-demand-3dprinting-could-cut-waste-increase-efficiency-video.html

Analysis: 3D PRINTING OFFERS MANY POSSIBILITIES. ONE OF THEM BEING THE ABILITY FOR CUSTOMISATION. THE RISE OF 3D PRINTING MAY BRING ABOUT THE DEATH OF FAST FASHION AND A TREND TOWARDS CUSTOMISED PERSONAL PRODUCTS.

The Sustainable Clothing Roadmap The roadmap, launched by Defra in London Fashion Week 2009, recognises that fashion plays an important role in our economy and the nationâ&#x20AC;&#x2122;s sense of style, with over two million tonnes of clothing purchased each year in the UK. However, the roadmap aims to address the social and environmental issues in the clothing supply chain and encourage consumers to be proud to wear, and keep, ethically sourced, low impact clothing. So far over 300 organisations have been involved in the roadmap, over 40 of which have committed to the action plan, including many high street brands, who see sustainable practices as fundamental to business success. Businesses lose two per cent of their profits every year through inefficient use of energy, water and waste; a more sustainable approach can offer commercial benefits, through efficiency gains and meeting consumer demand for ethical fashion. http://sd.defra.gov.uk/2010/03/sustainable-future-for-fashion/

ANALYSIS: the fact that the government is moving towards a more sustainable fashion industry indicates that fashion brands may have to move towards more sustainable processes also, which could effect fast and cheap fashion production.

Chiara Cavaglieri Sunday 18 December 2011

The sun hasn't yet set on domestic solar energy The decision to cut tariffs for installations does not mean the end for home renewables. With just six weeks' notice, the Government announced that it would be slashing the Feed-in Tariff (FIT) payments for solar panels by more than half. The cuts, which came into force last Monday, could threaten 25,000 jobs in the renewables industry but, as a homeowner, if you were thinking about improving your home's energy credentials, is it still worthwhile fitting solar panels? The FIT scheme has been understandably popular; you get cash payments as an incentive for having solar panels on your roof to generate your own energy. However, the Government has reduced these payments from 43.3p a kilowatt-hour to 21p (from next April) for any new installations registered after 12 December. READ THE ENTIRE ARTICLE HERE: http://www.independent.co.uk/money/spend-save/the-sun-hasntyet-set-on-domestic-solar-energy-6278548.html

legal issues

Shiv Malikk, Thursday 17 November 2011

HMRC plans crackdown on fashion industryâ&#x20AC;&#x17E;s unpaid interns New taskforce formed for random spot-checks on firms Unpaid interns breach UK national minimum wage laws

Revenue and Customs is planning to raid fashion companies employing unpaid interns in breach of minimum wage laws, the Guardian has learned. Internal documents from Her Majesty's Revenue and Customs show it believes interns across the employment spectrum to be at "high risk" of abuse under national minimum wage laws, and that HMRC has convened a 12-person taskforce to make unannounced inspections of businesses where interns are being used as workers rather than just shadowing staff. The special "dynamic response" unit will have powers to question managers and sift through accounts until it is satisfied that no abuse is taking place. It is the first time intern abuse has been targeted by the HMRC, which is responsible for the enforcement of the minimum wage. It follows heavy criticism from the Low Pay Commission over the lack of enforcement action. Companies such as clothes store Urban Outfitters have advertised for nine-month unpaid internships. Topshop, owned by billionaire Sir Philip Green, also offers month-long unpaid internships although it says the role only involve shadowing employees, not actual work. Fashion house Vivienne Westwood has previously advertised for a three-month unpaid internship which required a high level of prior IT skills from would-be applicants. The HMRC internal briefing document also highlights the growing nature of the intern problem . It says that over the past few years there has been a significant rise in the number of UK employers offering internships. It adds that the HMRC should target the fashion industry for the next six months because it is "well known for the use of interns".

The Guardian recently revealed government lawyers had advised Department of Business ministers that "most interns are likely to be workers and therefore entitled to the [national minimum wage] and other worker rights". An HMRC source told the Guardian it would be targeting a range of firms, from the multinationals to the smallest design company. "If you are in that industry and you have interns, there's no reason to think that we won't be knocking on your door," they said. The source also said the campaign was aware of the sensitivities about approaching interns themselves who may fear being "blacklisted" in later employment. "We do appreciate that we might not want to walk up to an intern and ask, 'Are they paying you?' "Obviously by the time we leave, life might not be so great for the intern at that place. We are aware that there is a sensitivity there." The source added that the team would have the power to "look at whatever they need to look at to assure themselves that the people who are working there are getting paid what they are due". Rachel Johnson, editor of lifestyle and fashion magazine The Lady, said her interns only come for a week and they are offered expenses and lunch money, and that anyone who is asked to stay on for longer is paid a wage. She said: "We don't have any long-term unpaid interns … because it is not fair on them. It is inequitable only to take on the children or young people of families who can afford to subsidise them. "It's unfair to those who cannot afford to work and not be paid … I think the whole new model economy of unpaid work is not a good one for entry-level employment at all." Tanya de Grunwald, founder of website Graduate Fog and who is running a name and shame campaign called Pay Your Interns, said: "I am pleased to see HMRC at last taking the illegal internships issue seriously. "For over a year now, I and the other interns' rights campaigners have been complaining loudly that the existing reporting system – which requires exploited interns to blow the whistle on their own employer – was fatally flawed. "Unpaid Interns are desperate for experience and a reference so why would they report somebody they are trying to impress? "We told HMRC that the burden must be removed from the interns' shoulders. It seems that they have listened at last." She added: "HMRC is right in thinking that fashion is one of the worst industries for taking advantage of their young workers. "The thought of being spot-checked will have the fashion houses' lawyers shaking in their expensive shoes.“ http://www.guardian.co.uk/money/2011/nov/17/hmrc-crackdown-fashion-unpaid-interns

ANALYSIS: THE GOVERNMENTS PROPOSED MEASURE TO HELP UNPAID INTERNS REPRESENTS A POSITIVE MOVEMENT FOR YOUNG PEOPLE STARTING OUT IN CREATIVE INDURTIES ESPECIALLY TO STOP THEM FROM BEING EXPLOITED.

3. demographics

Changes in the Youth Population Declining under-25s will hit clothing market Figure 16: Projected numbers of 15-24-year-olds in the UK, 2006-11 and 2011-16

As with many developed nations, the UK is experiencing demographic ageing and young people aged 16-24 are contracting as a percentage of the UK population. Numbers of 15-24s are forecasted to decline by 5% between 2011 and 2016 to 7.8 million â&#x20AC;&#x201C; a fall of 438,000 youths. This represents a sharp turnaround from the 2% growth this age group enjoyed between 2006 and 2011.

The younger end of the age group is anticipated to witness the greatest drop in numbers; 15-19s and 20-24s are predicted to decrease by 262,000 and 176,000 respectively. Key analysis: The negative projections within the 15-24 age group will stifle the clothing market, as this demographic are the most dedicated followers of fashion and have continued to splash out on clothing despite the turmoil within the wider economic environment. The strong decline in 15-19s will have a particularly big impact, as these teenagers, being free from major financial responsibilities, prioritise clothing and footwear over any other area of expenditure, whilst a large proportion of 20-24sâ&#x20AC;&#x2122; budgets is soaked up by living costs (including accommodation, bills and food to eat at home).

Analysis: if the under 25s are predicted for decline in numbers, brands targeting this group will face increased competiITION as they will need to fight to gain this smaller number of consumers from competing brands. To do this they will need differentiate themselves and gain a competitive edge.

Changes in the Male population The male population in the UK is forecast to continue increasing over the next four years, rising by 3.8% to almost 32 million. The structure of the population is changing and the next four years will see growth in three main age groups. (Source:Mintel Mens Fashon Lifestyles 2011)

Analysis: the rise in the male population represents an opportunity for fashion brands targeting males.

25-34s to boost market Male 25-34s have grown by 5.1% in the last five years and are forecast to keep growing to reach a total of 4.7 million by 2015. These men shop the most frequently, buying clothes several times a month and like to keep up with the latest fashions. They are also willing to invest in better-quality clothes. Key analysis: The growth in 25-34s is important for the sector and will boost the menâ&#x20AC;&#x2122;s fashion market as these consumers buy clothes on a regular basis and will pay for quality. (Source: Mintel:Menâ&#x20AC;&#x2122;s Fashion Lifestyles 2011) Declining under-25s may be problematic Young males aged 15-24 are estimated to drop by 8.6% over the next four years to 2015. This decline in 15-24s is bad news for the menswear market as they are the most fashion-conscious and enjoy shopping for clothes. They are also the most store-loyal. Key analysis: As this segment of the population declines, young fashion retailers are going to have to expand their customer base to include older men. In order to attract these consumers they may need to include a wider range of garments, some which are slightly less trend-led and also feature more classic styles.

The urban elitist: Marketing typology

Future laboratory: the new millennial‟s Riotous youth who have grown up into righteous adults, the New Millennials are rewriting the rules about how they expect people, institutions and brands to behave. Local not global New Millennials place a strong emphasis on friendships, on social networks (online and offline) and on their family. They tend to take a local, as opposed to global, stance on the issues that affect them. They are creating a new way of communicating and protesting, using the internet, social networks, blogs and flash mobs ‘They are doers as well as talkers,’ says consultant and trend forecaster Sean Pillot de Chenecey. ‘But there is an uncompromising and, some would argue, hard judgemental edge to their philosophy and outlook. People in their 30s, 40s and beyond find this disturbing. Collaborative workplaces Having grown up with mobile phones and on social networking sites, our New Millennials think that the workplace should reflect the more open and collaborative networks that they are used to. They don’t see social networking as a pastime, but rather as an opportunity to widen their network, share ideas and collaborate. This is why the use of Facebook, MySpace, and LinkedIn are tools of business or Bleisure as much as a way to keep up with friends.

The New Millennials’ love of technology is now bedding itself down as the way things should and must be done. Baffling their elders, who still prefer phones and voice communication, New Millennials communicate via instant messaging, social networks, text and email. Unsurprisingly, Forrester’s Technographics Benchmark Survey in 2008 found that New Millennials are leading the way in technology adoption: 90% own a computer and 82% have a mobile phone. They are more likely to spend time online than sitting in front of the television, with 42% watching online video at least once a month.

Analysis: The urban elitist is extremely brand loyal. Brands who wish to target this group however, need to be 100% real and transparent. They need to be authentic and they need to represent their consumer in everything they do. If brand are able to do this thEY have a customer for life. If not then this consumer will not stay with them. They are extremely loyal and ruthless at the same time. There is no second chances with this consumer.

FUTURE LAB: NEW MILLENIAL CASE STUDY Loren Platt For Loren Platt, a freelancer also studying for an MA, independence at a young age is key to moving forward. ‘I don’t really want to work for anybody else – I just feel you can progress a lot quicker *when working for yourself+,’ she says. ‘I want to continue freelancing and ultimately want to start up my own independent business.’ Anti-celebrity and anti–high street, Loren is testament to the high levels of brand awareness within this generation. ‘I’m a big fan of second-hand clothes from eBay and charity shops,’ she says. ‘If I get something new, I tend to get basics and denim from American Apparel and Uniqlo. I tend to stay away from other high-street stores – you just see everyone wearing the same things.’

Loren shies away from the flash of modern-day celebrities as well. ‘I don’t look up to anyone famous – I’m not interested in celebrity at all,’ she says. ‘I’m close to my family and speak to at least one member every day. They are my role models.’ Her anti-brand attitude is apparent in other purchasing behaviour, too – for instance, buying Apple products not because they look stylish and sleek, but because they are helpful for her design work and because ‘they just work really well.’ Sitting down with a newspaper at breakfast isn’t part of Loren’s media intake: for her, content has to be convenient – available online and on the go. ‘I usually get news online,’ she says. ‘I don’t get a newspaper every day, but I might look at the Guardian website. I’ve got the New York Times application on my iPhone. I read whatever I can just grab.’ Social networking sites fulfil more than a social function for her. ‘I use Facebook nearly everyday,’ she says. ‘I used to use it more socially, but now it’s a lot more for work. (SOURCE: FUTURE LAB)

Forum research: the urban elitist This type of consumers spends a lot of time in Forums talking with likeminded people about the brands they love, new releases, product quality, re-selling items online Examples of these forums include: Oddfuturetalk, Fuk,co.uk, Yingyang.co.uk, Individualism, Hypebeast, StrictlySupreme etcâ&#x20AC;Śâ&#x20AC;ŚThese are forums based around the urban and streetwear scenes.

Vans X Supreme vol: Mike Carroll reissue : FORUM EXTRACTS Mr Fongstarr:To the people that care.....Supreme has reissued Mike Carroll's Vans pro shoe.

Wow Macgyver35: i like your taste Fongstar! those are cool HNI7LINH : dope! Jacobmontana: I am pretty much speechless right now.... Joe Billionaire: when and where? Leoman3000: is that side panel corduroy? Jacobmontana: so beyond pumped for this release, thought i would share a piece of my personal collection with you guys... Jeppprox:release date

Examples of forums where the Urban Elitist is part of an online community where they discuss, recommend, review and sell the brands they wear. http://niketalk.yuku.com/topic/284081

Analysis: THE URBAN ELITIST IS PART OF ONLINE FORUM COMMUNITIES WHERE THERE ARE LIKEMINDED PEOPLE WHO DISCUSS, RECOMMEND, REVIEW AND RE-SELL THE BRANDS THEY LOVE. THESE CONSUMERS ARE EXTREMELY DEDICATED TO THE BRANDS THEY LOVE AND NEW PRODUCT RELEASES.

The SELF PROMOTOR Marketing typology

Future laboratory: the SLASH/SLASH KIDS Graduating from a do-it-yourself philosophy to one that espouses a do-it-all attitude, Slash/Slashers embrace various careers that overlap and cross-promote each other, creating empires founded on the cult of their personality. The Slash/Slash Generation do not worry about finding their place within existing systems in the entertainment and creative industries: they create their own. New rules Slash/Slashers design their own flyers, build their own websites and manage their own stock, eagerly learning new software packages or business principles along the way. They favour ‘enabler’ brands that allow users to be creative on their own terms, such as YouSendIt, AllDigDown, Bebo and Facebook, along with media giants and brands such as Channel 4, Apple and Nokia. Social networks are the nucleus of their operations. Among 18-24-year-olds, 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. System meltdown Rather than follow a traditional top-down commerce model, where brands dictate what consumers should buy, Slash/Slashers subscribe to a new system based on peer networks, recommendations and approval. ‘The brand is alive and kicking,’ says PR and marketing specialist Raoul Shah of Exposure. ‘It’s just no longer only controlled by big corporations and traditional media outlets.’ Want it right now Slash/Slash kids also work to an accelerated product cycle, with idea inception to delivery sometimes taking only a matter of weeks. Their small business structures mean they can react almost instantly to current affairs and changes in popular culture, boasting a flexibility even the most youth-orientated of big brands cannot achieve. In a climate where consumers change interests as quickly as they change outfits, large, unwieldy brands can only compete by diversifying their product offer.

87 Tastemaker underground An elite group of tastemakers is emerging, away from the traditional media, entertainment and music industry communities. An endorsement from an underground Slash/Slash personality could have the same effect as, if not a greater one than, an advertisement in a style magazine. Slash/Slash kids are honest and real, but are also fully aware of the benefits their endorsements could bring, so only approach them with solid, unbinding offers. Wanna be in my gang? Much of the appeal of the Slash/Slash kids lies in the way they make people feel they are joining a new community or scene (usually because they are!) rather than simply buying a t-shirt or downloading a song. Limited access means Slash/Slashers have cachet and integrity. Show me what you got In such a fast-paced segment, brands could easily get left behind. Those that provide a platform for people to share and showcase their talents have a greater chance of remaining relevant. Alcohol brands have taken a lead role in providing such a platform, but companies outside this sector and the creative industries should do more. There is currently little opportunity to share skills in areas such as mechanics, cookery, holistic therapy or teaching. Slash time, effort, money The Slash/Slash generation wants to do it all, while expending as little time, energy and money as possible. Products and services that save on any of these or that make life less complicated are seized upon with ardour – note the rapid uptake of cd decks, iPods and online retail spaces such as Big Cartel. ‘Quick’, ‘easy-to-use’, ‘portable’, ‘converged’ and ‘slimline’ are terms to associate with new products.

Analysis THE SLASH/SLASH KIDS ARE ALL ABOUT CREATING THEIR OWN OPPORTUNITIES, THEY ARE ENTREPRENURIAL AND KNOW EXACTLY WHAT THEY WANT FROM LIFE AND HOW TO GET IT. BRANDS WISHING TO TARGET THIS CONSUMER NEED TO BE OPEN TO COLLABORATION

FURTURE LAB: SLASH/SLASH CASE STUDY Paul Griffiths, 21, Lancashire, UK Internet celebrity/t-shirt designer/comic strip creator/brand creator/party promoter/photographic studio manager ‘I wear my sunglasses at night. I am constantly on my BlackBerry. I party until I collapse.’ Via such tongue-in-cheek comments on a MySpace profile, the ultimate Slash/Slasher was born. In less than a year, Paul Griffiths has become an internet phenomenon. Since March 2007, his Babycakes t-shirt line has sold 15,000 units (that’s £150k revenue); under the Club Kids moniker he runs a hugely successful club promotions company. He receives up to 2,000 MySpace friend requests a day, runs a successful photographic studio and employs a staff of five, including his mum. ‘The business runs itself now,’ he says. ‘I delegate as much work as possible, but I’m still working all the time.’ Babycakes design is based on a series of star-shaped cartoon creatures, including PlushieCakes, KyleCakes and MeanieCakes, but the centre of the brand’s success is Griffiths’ own image and personality. He models the Babycakes range himself and uploads blog posts, film footage from the Babycakes office and personal pictures onto the brand’s MySpace page.

‘The blog’s had 1.2m hits,’ he marvels. ‘It’s ridiculous – there’s not much on it.’ He aims to make Babycakes ‘as big as Hello Kitty – in every shop, known by everyone’ and has no qualms admitting he is driven by the desire to get ‘Richard Bransonstyle rich’. There is no such thing as a work/life balance for Slash/Slash kids – their life is their work and their work is their life. This is reflected in the way Griffiths is permanently glued to his BlackBerry. ‘I lost it over New Year’s,’ he says. ‘Nothing happened for four whole days. It was weird.’ He has no problem pulling all-nighters at least once or twice every week. ‘We’ve got arcade games and a dance machine, so it’s not like a normal office. Even if we’ve got our work done we hang out in the office playing computer games and watching films. We’ve created a little Babycakes world.’

J-PEG GEN MASH-UP â&#x20AC;&#x201C; WGSN Defined by the 18-34 demographic, verge culture reflects the First generation raised on the internet, who communicate digitally And globally to create a new mash-up culture based on shared interests. The iPod-shuffle mentality of this youth consumer also means that Choice is varied, fluid and accepted as the norm Youth today is described as bored and poor and spending increasing amounts of socialising time online. Unsurprising bedroom stars are created instantly as todays it is possible to become famous for your own unique pastiche or interpretation, be it viral, video or artwork The JPEG aesthetic is of speed over process. Crude computer craft combines jarring scale and motifs into unusual textures. The traditional art gallery has gone online; exhibitions have been replaced by blogs and the new curators are amateur image circulators. The result is a new visual language of illogical image combinations, relentlessly updated and recycled.

Analysis: THE ONLINE WORLD IS A BIG PART OF THE YOUTH CONSUMERS LIFE AND A PLACE WHERE THEY FIND A WIDE RANGE OF INSPIRATION AND A PLACE THAT ALLOWS THEM TO EXPRESS THEMSELVES.

Radical revolutionariesâ&#x20AC;&#x201C; WGSN By Laura-Jane Preston, WGSN, 01 September 2011 WGSN looks at the rise of radical revolutionaries, part of the UKâ&#x20AC;&#x2122;s so-called lost generation, and contemplates what brands can do to engage these politically and environmentally conscious digital natives. Sharing a global mindset, radical revolutionaries are united in their vision for a better world, ecologically and politically. They are part of the millennial generation, who have witnessed the world's transformation via an explosion of digital technology, the internet, and global recession, and they are set to run the world in 25 years' time. Having grown up in a digital age, they are hardwired into the main frame of internet culture. Instrumental in shaping a new frontier of human interaction via digital technology, they are also the forerunners of politicised consumer power through the internet. They care about corporate transparency, the future of the environment, getting an education without getting into debt, and honest simplicity.

Analysis: THIS CONSUMER IS USING TECHNOLOGY AND THE INTERNET TO RE-SHAPE SOCIETY AND PROMOTE THEIR IDEALS. THIS GROUP ARE ALL ABOUT DEMANDING A BETTER FUTURE FOR THEMSELVES AND THEY USE THE INTERNET AS A TOOL FOR THIS.

DemaninG a better future– WGSN Young people today are empowered and connected online via action groups and shared concerns. The power of using social media to organise campaigns and protests - called "clicktivism" - is on the rise. DON'T LET ANYONE TAR YOUNG PEOPLE WITH THE BRUSH OF APATHY OR LAZINESS. WE ARE SPEAKING OUT FOR OUR FUTURES – FOR BETTER JOB PROSPECTS, AND A SAFER, CLEANER WORLD. WITH YOUTH UNEMPLOYMENT ACROSS THE EU AT 20% AND RISING, THE NEED FOR BOLD THINKING IS URGENT. WE ARE THE GENERATION THAT WILL HAVE TO FACE THE CONSEQUENCES IN YEARS TO COME IF OUR LEADERS MAKE THE WRONG POLICY CHOICES NOW. WE ARE YOUNG PEOPLE DETERMINED TO BE HEARD BY TODAY'S POLITICIANS, DETERMINED TO MAKE THEM AWARE OF THEIR RESPONSIBILITY TO THE GENERATIONS OF TOMORROW.“- Push Europe

October 7th, 2010 | by Zoe Decool

Millennials and New Consumerism Yes, the millennials are a fundamentally optimistic, responsible, and entrepreneurial group. Throughout our research, they have appeared as producers of culture, smart not “smashed” and “trying to work it out.” And there is plenty of evidence out there to prove this point: Look at the (ironic) Newport State of Mind phenomenon in the U.K. or at the success of the One Young World conference, for instance. However, in the meantime, tensions seem to appear. “I hear we are called the ‘lost generation,’” one of the Prosumers told us. Another one added: “I’ve grown up thinking I can be what I want to be, but I can’t; the jobs aren’t out there.” While everything appears possible with relatively little effort thanks to the Web (the Facebook or Arctic Monkeys success stories as examples among many others), this disappointment with reality is important. This is accentuated by a feeling of abandonment and a lack of structuring references; “Nobody is out there to help us.” So, for this generation, primarily driven by the desire of fulfillment, the influences come from all over the places and periods (which has meant the absence of any solid established youth tribes). Traditional structures have well and truly disappeared. However, confronted with this new canvas to build on and lacking traditional structure or reference, they will need help. Coincidentally, as we realize that consumption for consumption sake is not desirable and viable, brands can find here a role and sense. The “structuring brands” could work in partnership with millennials to help them find the way: supporting young people in the development of their own meanings and philosophies while also nurturing their talent. http://www.thenewconsumer.com/2010/10/07/millennials-and-newconsumerism/#more-1379

Analysis: THIS CONSUMER RECOGNISES THAT THERE ARE NOT MANY OPPORTUNITIES OUT THERE, THEY NEED TO CREATE THEIR OWN.

BY FC Expert Blogger Nick ShoreFri Mar 25, 2011

Are You M-Ready? Millennials are not just a more voluminous generation than Boomers, but better educated, more self-esteemed, more demanding, more technologically savvy, more empowered and wired to win at the game of life. And they are pouring daily by the tens of thousands into the commercial and cultural mainstream.

And in the style of pouring gasoline on a fire, the second tectonic shift is technology. The "You Demand It," push button, everything free, always on culture of technology and the Internet has amplified much of the "social coding" of the way Millennials were parented. And as many commentators have already pointed out, the revolution will be tweeted. The power is in the hands of a million anonymous hands, and can be wielded apparently consequence free, in real time, with the click of a mouse. Based on what we know about what makes this generation tick, and what we hear and observe about them on a daily basis, we have distilled down five principles, or perhaps they would be better described as challenges for businesses thinking about what it will mean to cater to this Millennial consumer as they come on line in a major way to more and more sectors of business. 1. What will it mean when co-creation with your consumer becomes part of your business model? A generation raised on "children should be seen and heard" simply will not be a passive consumer of anything. They will demand a voice in, a stake in, even a creative point of view about, everything that your business does--from the product

itself to the way it is sold and marketed, to the social responsibility policies of the organization itself. They may or may not choose to use that power (for example only miniscule percentages of people actually contribute to the crowd-sourced IP of Wikipedia), but they will demand that the mechanisms are in place that give them the choice to participate and the feeling that cocreativity drives the development process. And this probably won't be a one-time event ("lets go and do some creative focus groups and get our audience to help us think about innovation"). It will be an on-going real time feedback loop with demonstrable impact and validation built in. One of the most buzzed about ad campaigns of the last few years is Old Spice, where real time changes happen in the commercial creative as a result of input from the audience. There's the beauty of the idea itself, and then there's the power of the feedback/validation loop created with the audience--"See, you matter, your vote counts, your impact is felt and something moves as a consequence, you are smart and creative and you have ... power." And speaking of smarter ... 2. What will it mean to make your product ten times smarter than it is today? In all the research we conduct with this generation at MTV, the word we perhaps hear the most is "smart" (closely followed by "random," "awkward," "awesome," and "love"). "Smart" means a multitude of things to the generation, but one thing that's common is that it carries a very high premium and social currency. For the most educated generation in history, told by so-called "velcro" parents that smart is everything, it should hardly be a surprise. And indeed 57% of the generation consider themselves smarter than their parents, and 68% agree that "Nerds are the new jocks"!

We already have the Smartphone, the Smart Car and even Smart Water. What is smart soap, smart diapers, smart gas stations. When you investigate the concepts of smartness further with the generation, some of the nuances that emerge give fascinating insights into their collective psyche. For something to be "smart" it has to, for example, entertain me, remember what I do and anticipate my needs, do "everything" for me, have builtin complexity and layers of meaning, shape-shift, be as smart as me! 3. What will it mean to be in a "two player game" with your consumer? Millennials have a natural predisposition to view situations in terms of the metaphor of a game. Take the workplace--"what are the rules of this world, what are the levels, how do I get to the 10th one as quickly as possible (that nice CEO suite on the corner of the top floor), is there a shortcut, a smart bomb, a secret entrance, a magic potion?" Foursquare, the location-based social networking site, literally turns one's social life into a game complete with badges, medals, trophies, and even mayor-hood awarded to "players." The generation learned young and learned well how to expertly negotiate with their parents to get a pass out of homework or a day off school ... power-players in the game called "family." Raised on a diet of almost millions of hours of World Of Warcraft, elaborate world kid-centered "constructs" like Harry Potter, and soccer trophies for the whole team, Millennials want to win. Asked about "worldview" based on the following phrases, the intergeneration differences here become quickly apparent. Marketing to this generation may be more like a two player game, where everyone's looking for the win win. How will your campaigns create a sense of "play" on the part of the audience, a sense of depth and levels, a sense of engagement, a validation loop, and ultimately a sense of material and emotional victory (or even of being the special one that figured out how to game it )? In the marketing campaign for Halo 3, level after level of depth was buried within layers of the marketing campaign, consumers

freeze-framing DVR playback of commercials to pick up codes embedded in the film to follow breadcrumbs down Internet wormholes for the next clue. What will it mean to your business to operate in on-going versions rather than a final product? If we had to identify someone who is the face of the Generation, the way that Bob Dylan perhaps was for the Boomers or Kurt Cobaine for Xers, then today that face would be Lady Gaga's. Considered beyond doubt the "most interesting person today" by the generation the core characteristic of Gaga is the speed and ferocity of her self-reinvention. She is doing in 10 minutes what it too Madonna ten years to achieve. The parental premium placed on self expression for today's kids, combined with technology tools to literally "curate the self" in real time, has created an insatiable appetite for newness. If something does not version, it quickly becomes boring. This has always, of course, been the consumer need that drives every company's innovations engine, but the requisite rpm of that engine is rapidly going into the red zone as this generation come on line as buyers. It's no longer acceptable, for example, that chewing gum remain the same flavor throughout the duration of the chew. No, the gum has to flavor-shift mid chew lest the chewer's dopamine/adrenaline cycles start to fade and new stimulus is required. What will it mean when there is no such thing as an un-connected product? Everything we are learning about the generation points to a need to be constantly connected, existentially uncomfortable with the feeling of being "alone," experiencing a fear of missing out when they stray to the hinterlands of their social graph. One interesting piece of research led us to understand how the automobile, so squarely a symbol of freedom and independence for prior generations, has become in danger of being perceived as a "disconnection device" for Millennials. "Trapped" inside the

hermetically sealed vehicle, "alone", and of course unable to text and check your status update, the feeling of the open road becomes the very antithesis of freedom, more like isolation. A product which is 'un-connected' has a certain inertness for the generation. At the more superficial level even the most inert product can build a web site and "connect". But it is much more challenging to re-imagine your product experience by asking how to increase its innate connectedness. What would a connected retail experience look like? Perhaps like the so called "haul video" syndrome where kids film themselves in changing rooms trying out different outfits, post the film of their ensembles in real time, and seek feedback from their social network on which ones look best before purchasing. As the old hockey adages goes, you don't skate to where the puck is, you skate to where it's headed. And in the case of the Millennials, we're looking at a hundred million pucks moving towards open ice where bold, as-yet-unimagined products and services will some day await them. So heads-up, here come the Millennials.

http://www.fastcompany.com/1742592/are-you-m-ready

Analysis: for brands to gain the loyalty of the millennial generation they need to focus on developing their products, making them smarter, more connected and more relevant in this consumers life. They also need to start collaborating with this consumer.

Understanding the millenial consumer

By Kirsten Robinson 6th July 2011 It’s no secret that the millennial generation is a game-changing force. The millennial consumer—most commonly thought of as born between 1982 and 2000—can’t be confined to one box. They embody a variety of identities at one time, which are constantly in flux— the “me of the moment.” Some other attributes at a glance: They stand out to fit in—fitting in with their tribe of friends, while maintaining individuality. They choose to adapt over adopt—they may not be the first product adopters, but when they get their hands on a device or service, they find ways to adapt it to their personal needs. They are some-conventionals—millennials are interested in traditional values, just not in the “traditional” sense; they twist values to fit themselves. Nancy Robinson: “The definition of this group is so fuzzy because it’s a generation we’re still watching in process. There’s already a big difference between today’s 32-year-old and today’s 16-year-old. It’s a smaller group to watch, within a smaller timeframe. Millennials are still in the process of emerging and going through those same stages. And they’re not going through those stages in a predictable way. They really are that kid who thinks, this looks great, it doesn’t have to be super flashy, but it looks like it’ll work, and it better work. They’re very forgive-me-not in that respect. If it doesn’t work, it’s never their fault—they think that there’s something wrong with the product.” How can you appeal to Millennials? Tap into customization. Millennials are all about personalization—they need to feel like products were made for them. Even product upgrades don’t have to represent a major change; they’re interested in small, incremental changes. Be accessible. Millennials are convenience consumers. But, the convenience needs to be fun, and the right fit for the right moment. They want to know what the product is, how quickly they can get to it, and how soon it can be theirs. It’s not about being impatient—it’s about access. http://cccbuzz.exbdblogs.com/2011/07/06/understanding-the-millennial-consumer/

4. Market trends

RETAILING & LIFESTYLE : RE-COMMERCE

“Why for smart consumers trading is the new buying” It’s never been easier for consumers to unlock the value in past purchases. Novel brand buy-backs, exchange schemes, online platforms and mobile marketplaces offer smart and convenient options for consumers keen to ‘trade in to trade up’, alleviate financial strains Indeed, RECOMMERCE is now increasingly affecting even consumers’ initial purchase decisions. Just as they do when buying a car or a home, consumers are factoring an item's resale value into the cost of ownership for an ever-wider range of purchases Then there are also savvy RECOMMERCE-aware consumers who are actively upgrading their consumption: encouraged to purchase or even investing higher quality or premium brands now, knowing that they can be easily and lucratively (re)sold anyway. http://trendwatching.com/trends/recommerce

ANALYSIS: This trend will see a shift to consumers upgrading their consumption purchases and treating products as investments. This will benefit brands who offer products of higher value, limited edition or unique features. It may also lead to brands shifting to promoting their products as collecters items. These consumers are willing to pay a high price for the products because they anticipate being able to re-sell at a higher price.

RETAILING & LIFESTYLE : NEXTISM Today’s EXPECTATION ECONOMY has created a consumer class that expect the ‘best of the best’ in every purchase, and the same demanding consumers are also increasingly driven by the here and now and a lust to collect as many experiences as possible (Source: Trendwatching) http://trendwatching.com/trends/recommerce

Analysis: All of which explains the lure of new products, goods and services: improved features, higher quality or updated design promise a novel or enhanced experience, and therefore ultimately a better or more interesting life.

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Retailing & lifestyle: repyoutation With many consumers continuing to spend ever larger parts of their lives online, we’ve previously looked at how one’s online identity is something to be built, profited from and even flaunted No wonder then, there’s also an increasing demand for products or services that remove, protect, or restore one’s online (and therefore offline) reputation*. http://trendwatching.com/trends/innovationextravaganza/

ANALYSIS: Collaborating with consumers so that they and your brand can both benefit will be a positive step for some brands. Brands that help consumers to manage their online reputations or those that reward consumers for sharing their dara will benefit from gaining the consumers trust, respect and loyalty.

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Retailing & lifestyle: citizen journalism With many consumers continuing to spend ever larger parts of their lives online, we’ve previously looked at how one’s online identity is something to be built, profited from and even flaunted No wonder then, there’s also an increasing demand for products or services that remove, protect, or restore one’s online (and therefore offline) reputation*. http://trendwatching.com/trends/innovationextravaganza/

ANALYSIS ANALYSIS: Collaborating with consumers so that they and your brand can both benefit will be a positive step for some brands. Brands that help consumers to manage their online reputations or those that reward consumers for sharing their dara will benefit from gaining the consumers trust, respect and loyalty.

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Marketing & promotional: social selling SOCIAL SELLING Treating consumers as collaborators- ensure that they buy intp a brand and its products and promote them of its behalf. (Source: FutureLab) Example: The Kaiser Chiefs launched their new album in a really innovative way - by allowing users to create their own tracklist and artwork, and then giving them the chance to sell their own version fo the album with a profit.

ANALYSIS: Brands who treat consumers as collaborators. There is a trend towards consumers wanting to co-create with brands. They want their opinions heard and they want to be involved

103 Niall Harbison June 3, 2011

Kaiser Chiefs Use Innovative Social Media Campaign To Launch Album It’s well known that technology and the emergence of social media has radically changed the music industry with people moving away from buying albums and revenues for record labels and bands eroding. The Kaiser chiefs have come up with a brilliant new concept to release their latest album which allows users to upload their own cover and even make money for themselves by becoming sales people for the band and earning £1 per album they sell via social media channels. It’s a great marketing campaign and it shows a band that are willing to innovate to increase sales in what is an incredibly tough market. I’m not sure there is a market to release every album in this style but it will certainly create tons of buzz online for the Kaiser Chiefs…. How It Works It’s a brilliantly simple concept that allows fans to get really involved in the experience of the album. Fans can customize their album with their own photo on the cover, choose 10 out of the 20 songs available and then download the album right there and then The Fans Become The Sales People Once you have finished customizing your album with songs and artwork you have to pay £7.50 to download it. The beauty though is that once you do download it you are given your own page on the site to promote your own customized album. You can share it via social networks, promote it offline and basically for every copy of your album that is sold you will be given £1 directly in commission. It’s an ingenious way of turning the fans in to sales people and also making sure that people actually buy the initial £7.59 Album. http://www.simplyzesty.com/social-media/kaiser-chiefs-useinnovative-social-media-campaign-to-launch-album/

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Marketing & promotional: story-building over telling By Rachel Arthur, WGSN, 24 October 2011 Technology is secondary to the future of marketing, according to speakers at the recent IAB Mixx conference. Instead the future is about big beautiful ideas that form stories we not only tell, but can build on to create cohesive and integrated messages across any platform. With technology playing an ever-increasing role in the worlds of marketing and advertising, differentiation has to come from creativity, Randall Rothenberg, president and CEO of the Interactive Advertising Bureau (IAB), told delegates at the annual IAB Mixx conference. Technology is what helps us achieve greater efficiencies for media spaces and timeslots, he said, but if we assume we reach a point where cost is down to zero, what remains to make us stand out is what we’ve put inside. In that sense, technology is irrelevant to the future of the market. “When technology does its thing, the only thing that is left is storytelling. In our digital industry, now and forever more, the story is the story,” he explained. Any new innovation is now irrelevant to advertisers unless it is being used to forward the art and craft of storytelling, he added. Big beautiful ideas A key message throughout the conference was that great storytelling has to come from great ideas. “The best stories have at their heart a big beautiful idea,” said Chris Anderson, curator of TED, an organisation devoted to sharing and spreading ideas. He referenced the success of Chrysler's Super Bowl XLV campaign, Born of Fire (as below). Ideas help us decide which of the stimuli out there to welcome in and which to ignore, Anderson added. He called for the industry to think more like Steve Jobs, because “he showed us it’s OK to think outside the box, think different, remoulding a mindset and a worldview.”

Iain Tait, global interactive executive creative director at advertising agency Wieden+Kennedy, however, said that little has really changed. The challenge still lies in fighting for people's attention and people's time. Accordingly, he reminded delegates that sometimes the best ideas are the simplest ones. Jonathan Mildenhall, vice president of global advertising strategy and content excellence at The Coca-Cola Company, referenced a similar thought when explaining the concept behind the Coca-Cola brand’s ongoing Open Happiness campaign. The idea came from what you do with a can of the drink when you get it: open it; and how it makes you feel when you do: happy. “Sometimes creativity gets too complicated – this was so blindingly obvious,” he said. Tait further advised on the value of returning to things you know. “Sometimes novelty is valuable, sometimes it’s not,” he said. “We have a terrible habit in the industry of not going near something if it’s been done before. We need to look at revisiting such things and doing [them] better.” When it comes to delivery of those ideas, Scott Reich, vice president of original content and programming at music video service Vevo, drew attention to the unhealthy obsession we have with "creating something viral". “If you say you’re going to create something viral, then you won’t create something viral. You have to create a great story – that’s what goes viral.” Building on our stories Tait highlighted the complexity of today’s campaigns, outlining that when multiple boxes and components make up part of the same idea, it is essential to be able to see how it comes together to create a cohesive and integrated message. This related to an overarching point at IAB Mixx that brand stories should be seen as a continuous process, and the link between all individual activities. As John Norman, executive vice president and chief creative officer at The Martin Agency, said: “Your brand is the thread that runs through the whole thing.”

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Mike Hughes, president of The Martin Agency, called this story-building. “It’s not about telling stories anymore, but building them,” he said.

"We used to have control over our stories – what got out and when – but now we get help with them, they’re now much more likely to be built by crowds," he explained. He outlined various differences between storytelling and story-building, as a guideline for best practice: Storytelling has a beginning, , middle and an end. Storytelling has a beginning and no end Storytellers have an endpoint; story builders have a goal Storytelling is a sermon; story building is a discussion Storytelling is at people; story building is with people Storytelling is linear; story building is organic Both are a vision; story builders also need agility Story building includes storytelling As Rothenberg said: “Some stories educate and others simply entertain, but the good ones, they ignite our emotions and hold our interest for decades. The great ones, they inspire us to share and even build on them ourselves.”

http://www.wgsn.com/content/report/Marketing/Communica tion_Strategy/2011/October/from_storytellingtostorybuilding. html

ANALYSIS: STORYBUILDING IS ALL ABOUT ALLOWING YOUR CONSUMER TO BE PART OF THE BRAND AND BUILDING THE BRAND IN COLLABORATION WITH THE CONSUMER, RATHER THAN SIMPLY TRYING TO SELL YOUR BRAND MESSAGE TO THE CONSUMER.

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MARKETING & PROMOTIONAL: MANAGING SOCIAL MUMENTUM: AD: TECH LONDON By Rachel Arthur, WGSN, 03 October 2011 The power of social media has resulted in a consumer-centric world, meaning marketing is increasingly about managing a 24-hour conversation, according to speakers at ad:tech London.

The number one strategic priority in business today is the consumer, Nate Elliott, vice president and principal analyst of interactive marketing at Forrester Research, told delegates at ad:tech London in September. "Business is no longer about being consumer-centric, but becoming well and truly consumer-obsessed," he explained, basing the assertion primarily on the digital world we now inhabit. He referred to the evolution of industry – from an age where economic advantage was found in manufacturing, followed by distribution, to the more recent (1990-2010) focus on information, backed by tech heavyweights such as Google and Amazon. 2011 now marks the age of the consumer, he emphasised, and it’s the ubiquity of social media that has got us there. "The consumer is empowered more than we ever could have imagined five years ago," he said. To become successful, brands need to therefore understand, connect and respond to them, he added. Gail Power, director of online sales and operations covering EMEA at Facebook, agreed, highlighting that companies need to become "social by design" (a phrase frequently used by Facebook) and organised around people. Success will follow for those companies that recognise the importance of transforming how they operate and how they relate to their consumers. Always on

Russ Lidstone, CEO of ad agency Euro RSCG London, said marketing has fundamentally changed as a result of social media and this focus on the consumer. Where once it was about pushing out advertising messages and maintaining control to be effective, it’s now about "managing social momentum", he explained. Marc de Swaan Arons, chairman of marketing consultancy Effective Brands, whose recent study focuses on how to organise to win in social media, agreed with this, referring to the idea that "integrated and 360" has been replaced with "365 and always on". Or in other words, not just all-encompassing campaigns, but continuous conversations. Outlining the importance of social monitoring, search engine optimisation and PR in this capacity, Lidstone used Topman as a recent example of best practice, after it pulled T-shirts that were deemed sexist following complaints across social media sites. The UK high-street retailer reacted to the objections by putting out an official statement on its site apologising to consumers within an hour and immediately removed the T-shirts from store. Lidstone referred to this as a positive example of how to manage a brand in the social space, even in the face of adversity. Meanwhile, Nate Elliott at Forrester emphasised the relevance of customer service in the always-on world. "A customer who has had a problem solved is more loyal than a customer who has never had a problem at all," he said, calling for brands to invest in their call centres and loyalty schemes.

Phuong Nguyen, senior head of display advertising at eBay agreed, outlining that the challenge is to deliver experiences that meet consumers’ ever-increasing expectations. "With the consumer of tomorrow, there will be even more emphasis on being able to shop how they want, where they want, and when they want," he said.

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The power of social media has resulted in a consumer-centric world, meaning marketing is increasingly about managing a 24-hour conversation

Communicating brand purpose To achieve success in social, De Swaan Arons of Effective Brands promoted the idea of purposeful positioning, or a brand built around standing for something. This means adding value beyond the functional; on an emotional, or better yet, social level, he said. "The more purposeful you are, the more interaction or engagement you will achieve," he said. Many big, successful brands, including Sony, Ford and P&G, have always had purpose at their roots, he said, but often they have lost it along the way as revenue-driven models have taken over. To communicate brand purpose to the consumer, itâ&#x20AC;&#x2122;s important to first ensure itâ&#x20AC;&#x2122;s understood throughout the company. It is this that will ensure social media readiness, he explained. He used Zappos as an example of a brand that has both high purpose understanding and high social media understanding. The company offers its employees two months' salary to leave after they have been in work for two months. "They only want those who are so on brand purpose, that they actually want to be there," said De Swaan Arons. He outlined a process for recruitment that could be applied across any company to ensure those representing the brand are on-brand: Recruit next-generation social media natives Inspire through your company and brand purpose Educate through social media immersion and training Empower to act and react to opportunities and issues "In the future, everyone will be a brand ambassador, so assume you have to get everyone on board, and then build a roadmap to get there," he explained. http://www.wgsn.com/content/report/Marketing/Communication_Str ategy/2011/October/managing_social_momentumadtechlondon.html

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Quentin Hardy: Forbes, 5/19/2011

Names You Need To Know: Consumer Co-Creation “We have to rethink the way they we treat our customers- treat them as part of our company,” says Lithium founder Lyle Fong. “Ninety percent of people trust their social networks. Only 14% trust ads.” “Some big companies are on a hunt for consumer passion and ideas. Dell’s Ideastorm project generated over 10,000 submissions. Others are drawing more on the talents of long term employees who live with their customers – Home Depot’s social media strategy draws the knowhow of 25 hourly employees, with an average tenure of 10 years at the company; while providing tips online, these people also keep working their retail jobs, so they stay close to the consumers, picking up tips from them”

(READ THE WHOLE ARTICLE HERE) http://www.forbes.com/sites/quentinhardy/2011/05/19/121 1/

Analysis: co-creating with consumers and letting them become part of the brand decision making will be an important trend. Especially as consumers become increasingly empowered and demanding. Content created by the consumer will also become increasingly popular

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By Rachael King

Augmented Reality Helps Sell the Product Marketers are increasingly trying out the new technology in an effort to make deeper connections with consumers The technology is known as augmented reality, and it's taking hold across the marketing world as consumer brands as varied as Kia Motors, NestlĂŠ, and Frito-Lay look for newfangled ways to push snack foods, cereal, and automobiles to a younger demographic. The hope for marketers is that augmented reality will engage an audience more deeply than other forms of social media, such as viral videos, fan pages on Facebook, or Twitter followings. The total market for augmented reality is expected to hit $350 million in 2014, up from about $6 million in 2008, according to ABI Research. Of the total five years from now, almost $170 million will come from mobile augmented reality advertising. How exactly does augmented reality marketing work? Many campaigns require consumers to use computers and Webcams. For Wise, digital marketing firm Zemoga created a contest called Rock the Cheez! that requires consumers to print and cut out small square patterns from the Web site and then place them in front of the computer's Webcam. When viewed on screen, each square becomes an animated character set in whatever real-world background or stage the consumer chooses to create. The contestant who can create the most popular video by Dec. 31 will win the makings of his or her own garage rock band, including a Fender Stratocaster guitar, a Fender Precision Bass, a complete drum set, and other items valued at more than $2,600.

(READ THE WHOLE ARTICLE HERE) http://www.businessweek.com/technology/content/nov2009/tc2009112_198 019.htm

Analysis: the market for augmented reality is predicted to grow over the next few years and will increasingly be used as a tool for developing a deeper connection between consumer and brand.

110 By Hana Stewart-Smith | November 25, 2011,

Toyota‟s latest augmented reality viral marketing campaign Toyota has launched an impressive multi-platform viral campaign in preparation for the debut of their new model, the FT-86 Coupe. The campaign utilises social networking to its fullest with an interactive ‘painted’ website, an application for the iPhone, and a new game for Facebook. The free ‘World Reporter‘ application for the iPhone blends real-world and augmented reality, allowing users’ to take pictures of the FT-86 on the streets around them. The app superimposes the image of the car into their photos and they can then be uploaded to form ‘reports’ from around the world. Also released is the ‘Social Network Racer’ game for Facebook: a 3D racing game that users can play on the Facebook page. But the key to the viral campaign is the ‘painted website’ at Shinjuku station, that can be viewed on a 24-hour live feed, though only available for one more day. The painted wall acts as a website through the live-feed, with visitors being able to click on links by hovering over sections of the video. Above a scrolling LED display shows messages from Twitter, a countdown to the show as well as messages and information about the highly anticipated Toyota FT-86. Below the wall, there are also ‘buttons’ painted with the symbols for Facebook ‘likes’ and Twitter ‘retweets’. The buttons have lights on top that flash whenever someone ‘Likes’ or retweets the web address in real-life, and users from across the world can see their actions in real-time flashing on screen.

http://www.zdnet.com/blog/asia/toyotas-latestaugmented-reality-viral-marketing-campaign/256

ANALYSIS: BIG BRANDS SUCH AS TOYOTA USING AUGMENTED REALITY SUGGESTS THAT IT IS A MARKETING TREND THAT IS DESTINED TO TAKE-OFF IN THE NEXT FEW YEARS TO COME.

5. Competitor research

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Where are the supreme customer shopping? AFTER TALLYING RESPONSES FROM CUSTOMERS AT THE SUPREME LONDON STORE ON WHERE ELSE THEY ARE SHOPPING IT WAS CONFIRMED THAT THE THREE MAIN BRANDS WERE STUSSY, OBEY AND TRAPSTAR.

stussy brand

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THE BRAND: STUSSY Synonymous with street culture, and worn by DJs to skaters alike, Stussy’s appeal strikes far and wide and is known for being one of the oldest and original streetwear brands Shawn Stussy – “Everybody calls it surf wear, or urban street wear, or surf street… I don’t name it, and I don’t name it on purpose.” By 1988, Stussy was in Europe; soon after the Stussy brand began to be embraced by the hip-hop crowd, Stussy hats became hot commodities. Stussy was also hired by various artists to pen their album cover info, in his unique handwriting font. Stussy’s popularity has waned since Shawn Stussy left the company in the mid-90s. However, revival of the original 1980s designs has garnered a huge buzz, and Stussy has pushed itself forward into the streetwear market again. Stussy is also known for it’s many collaborations with other brands, including Stones Throw for the J Dilla Anniversary T-Shirt, Levis, Fred Perry, Doc Martens, Haze, New Era to name a few. Stussy also hosted ‘Dilla Day’ in honour of music producer J Dilla, on Feburary 10th 2010, over stores across the US, which showed the 3 part video documentary series created by Stussy chronicling the producer and rapper’s life and work. Parts 1 and 2 have already been released, and part 3 is soon to be released. In 1980, Shawn Stussy was a local cult surfboard shaper who took his scrawled signature logo from his foam masterpieces and applied it to tee shirts that he sold along with his boards

around Laguna Beach, California. As the clothing line expanded, it's raw and modern aesthetic soon developed into the next generation of new wave beach culture. We grew during a time when epochal shifts which eternally framed contemporary popular culture were taking place. In the music scene, the late 70's gave us punk. Then the early 80's brought us into the new DIY music called rap. Punk broke creative and aesthetic barriers and taught us that anyone could have a band. Rap then preceded not only to push social boundaries but as well explore the ideas of remixing and sampling. These new ideas and territories created a new modern platform for fashion and cultural expression. With Stussy's success came the opportunity to travel and spread the Stussy vibe. We hooked up with trendsetters in New York, London, Tokyo and other areas of the world. Stussy clothing was inspired by this international group of musicians, skaters, DJs and artists with similar tastes, which helped to shape the brand into an international streetwear label. Today, Stussy exists as a brand with worldwide respect and independence. With over sixty stores across the globe and a very strong tribe still in effect, Stussy is a leader in the culture which we helped start over 29 years ago. (Source: stussy.com) http://www.lulaapparel.com/stussy.php

STUSSY PRODUCTS

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If you're looking for clothes that will give you instant credibility amongst your peers, the Stussy clothing brand is not one to overlook. Effortlessly cool and instantly chic, Stussy is the trendsetter's choice for comfortable and stylish fashion. The Stussy Core Customer Stussy has more than 25 years' history and when a brand is as wellestablished as this, you know you are getting a top product from a name you can trust. Fans of the brand might be perceived as being around 16-25 years old, but as with all clothing names, age ranges can vary and many people choose to wear what they feel best in rather than worry about what age group it is ideally suited to. When it comes to street wear, it's all about the comfort but with an injection of style. Young men and women often have an image or street style to uphold, so they don't want to be seen in a brand that is "uncool" or ill-fitting. The Stussy Style The Stussy style is simple but eye-catching, with colourful designs and vivid branding sprawled across many items of apparel in the Stussy range. This is a fashion brand keen to promote its presence in the street wear industry, and this is why you will often find a funky t-shirt with a bold, graffiti-style logo on the front. If youngsters intend to promote a brand, they want to do so with a brand they really like, and this is why Stussy has become staple street wear for many individuals. When it comes to fashion, young consumers won't buy brands with a logo emblazoned on the front if that brand has a bad history or it has been seen on the wrong people. Street wear is all about the credibility factor, and Stussy oozes an enviable street style. If you're looking for great style at a great price, Stussy is the brand to buy. From hoodies to shirts, there is something for everyone in this apparel range. Mix and match your outfits and create a trendsetting street style that many people will be envious of. http://ezinearticles.com/?Stussy---The-Ultimate-StreetWear&id=2193278

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STUSSY UK STORE CLOSED

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THE BRAND HAS STORES IN EUROPE IN THE CITIES OF MILAN, MADRID AND AMSTERDAM. THEY ALSO HAVE MULTIPLE STORES IN NORTH AMERICA AND ASIA. THE BRANDS LONDON STORE CLOSED IN 2009 AND THEREFORE LACKS A STORE ENVIRONMENT WHERE THE BRAND CAN INTERACT WITH ITS UK CONSUMER

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THE STUSSY WEBSITE HOSTS FEATURES SUCH AS THE BRANDS ONLINE STORE, THE BRANDS BLOG AND INFORMATION ON THEIR LATEST PRODUCTS AND COLLABORATIONS. THE BRAND ALSO HAVE A FACEBOOK AND TWITTER PRESENCE.

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Promotional straetgy Stussy Inc, a clothing company started in 1980, has always relied on the “image” philosophy of advertising to convey its brand. To some it’s iconic logo radiates a sense of freedom, nature, culture, expression, and creativity. In celebrating their 30th anniversary this year, Stussy once again has launched collaboration campaigns with other brands, musicians and artists to maintain the underground culture Shawn Stussy jump started in the 1980s Image advertising philosophy encompasses ideas such as emotional and aesthetic appeal, good times, soft sell, pictures and music, qualitative over quantitative research and brand equity. Stussy especially uses aesthetic and organic appeal, good times, pictures, music influence, and good times to build its brand equity even though it may not be as enormous as brands such as Nike or Adidas. They redefine their look without forsaking the brand image and original style. A large part of brand building and style also comes from mottos and tag lines associated with brands. Nike’s “Just Do It”, “Where’s the beef” by Wendy’s, “It’s everywhere you want to be” by Visa are examples of tag lines that were made the norm, forever engraved with the brand image. Stussy took a different approach and took lines from different aspects of creative culture and incorporated them with the brand. Classic Stussy tag lines include “International Stussy Tribe”, “Way Bold”,” Increase the Peace”, and “In this great future, you can’t forget your past” which is a Bob Marley quote. As the years went by the brand continued to creatively evolve and adapt to its environment. Take a look at these very early ads from the 80s and 90s as opposed to an ad from the new millennium. Regardless of whatever category they should be placed in, the creative’s at Stussy still continue to recreate, reinvent, and refine their brand after 30 years of successful business. I’m interested to see where they take us in the next ten years. For more vintage images from their ad campaigns, visit the link below. Also explore the Stussy website to see how they have utilized integrated marketing communications.

http://jour20313.wordpress.com/2010/10/07/30-years-of-imageadvertising/

the brand

119 Obey: the brand Obey is the clothing project from infamous street artist Shepard Fairey. Using his iconic designs and artwork he has created a range of Obey T-Shirts that are as cool as they are political. Fairey is one of the worlds most famous street artists and his work can be seen on buildings around the world as well as the more conventional prints that he creates. Most recently Fairey was one of the stars of the Banksy film "Exit Through The Gift Shop". Where he was seen creating his work alongside Mr Brainwash AKA Thierry Guetta. Dogfish are proud stockists of Obey Clothing. http://dogfishmen.co.uk/l1-mens-wear-l2-obey.html Obey urban fashion is the logical extension of Shepard's street art campaign and a reflection of his personality. The line embodies his graphic design style, sense of humor, ""question everything"" politics, and ""basics with a twist"" fashion sense.

Obey Clothing is the brain child of Shepard Fairey, the American street artist and campaigner. Shepard was one of the early adopters of the stencil art scene through the development of the now famous Andre the Giant symbol, which has helped Obey slowly becoming a worldwide symbol of youth culture and philosophical discussion within and outside of the USA. Since it's inception in 1989, Obey street art has established itself as an become an iconic urban marvel, it's juxtaposition between youth culture and satirical touching the subconscious of those in tune with their urban context. Obey UK has evolved into one of the most controversial yet progressive symbols of this century. Developed from Andre the Giant, a pop-culture athlete in the eighties, the Obey Giant icon has been stenciled and painted around the major cities and urban conurbations in northern hemispher

http://www.karmaloop.com/brands/Obey

Products OBEY clothing was launched in 2001 when Shepard Fairey saw clothing as an opportunity to be creative on many levels and t-shirts as another canvas for his graphics. Working closely with fashion designers Mike Ternosky and Erin Wignall, Fairey translates his philosophy of art and personal influences into a brand that speaks to many different genres. Each season, multiple themes and ideas are thrown into the melting pot, creating a style often difficult to categorize. Because of the diversity of influences, OBEY addresses many different styles, hitting on looks that are both classic and fashion driven. OBEY clothing is sold in over 20 countries worldwide. http://www.80spurple.com/shop/category/63/obey-clothing

With the help of Mike Ternosky and Erin Wignall, Obey Clothes continues to spread Shepard Fairey's message through Womens and Mens Obey Streetwear and fashion. Every Obey Clothing garment is designed with the Obey message in mind, attracting a diverse customer base of all ages. Men's Obey Tshirts, shirts, Obey Snapbacks, Baseball Caps, hoodies, sweatshirts, bags, military inspired jackets and Obey Beanie Hats are just some of the clothing and accessories they offer. Every season, the Obey Clothing range multiplies and they now almost have two collections - the more classic Streetwear pieces with the Obey script logo and Japanese inspired printed Obey T-shirts and more premium on-trend fashion collection with subtle branding and designs. http://www.urbanexcess.com/c-1362-obey-clothing.aspx

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121 THE OBEY CONSUMER: LOOKBOOK EXTRACTS

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THE BRAND HAS no London store but is sold in UK STOCKISTS SUCH AS SELFRIDGES, NATTERJACKS.

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THE OBEY WEBSITE IS THE MAIN PLACE THE BRAND SELLS ITS CLOTHING TO THE UK MARKET. THE BRAND HAS AN TWO DIFFERENT WEBSITES FOR IT‟S UK AND US CUSTOMERS. THIS INDICATES THAT THEY ARE TAKING INTO CONSIDERATION THE NEEDS OF THE TWO DIFFERENT MARKETS. ON THE UK WEBSITE THERE IS A BIG FOCUS ON SHEPARD FAIRLEY ARTWORK AND PRINTS AS WELL AS STREET STENCIL ART WORK. THERE SEEMS TO BE MORE FOCUS ON THE ARTWORK COMPARED TO THE ACTUAL CLOTHING

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promotional STRATEGY Mostly marketed through word-of-mouth (Obey does little advertising) since it’s inception, it’s grown to include a complete line of apparel including graphic Tshirts with design pieces from Shepard’s artwork, pants, denim, jackets, hoodies, caps, belts, wallets, among other things Obey clothing has been spotted on trendsetters in Shanghai to Osaka, from Moscow to East London, and of course Brooklyn, Miami, Houston, Seattle, and Los Angeles. What it takes to make such an impact with a subtle splash, is more than creating a unique graphic T-shirt design or range of designs that appeal to a wider audience. It also includes a method of marketing distribution: word-of-mouth appeal that has cred. As they say at Obey, the message is in the medium. The people who understand this medium, then pass the message along. http://www.labelnetworks.com/fashion/obey_agenda_07.html

the brand

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Trapstar is a London conceived streetwear lifestyle clothing brand which started in 2006. Trapstar was created from underground inner city sub culture. Influenced by iconic cinema, photography, music and contemporary art all the way to military references. Trapstar remains true by not following the clichĂŠs and regulations of fashion. The brand has become an ambassador/spokesman for the new era of forward thinking creative minds. Known to transcend the ethos of the brand through themed collections which come in the form of clothing. But is also heavily related to music, photography and art. http://www.facebook.com/pages/Trapstar/41798906904#!/p ages/Trapstar/41798906904?sk=info

126 FASHION : Online Interview: Mikey Trapstar (TrapstarLDN) Written by Danny Walker 20 Aug 2010 It takes a special something to get the streets on lock, Trapstar Co-Founder Mikey Trapstar, tells us how you can do the same… It’s very hard to get a streetwear brand as well known as Trapstar, how has the brand grown in the last year? The brand has grown considerably over the past 12 months. We’ve expanded our collection range in terms of product we see ourselves becoming more of a cut and sew tailor made orientated brand. Which is personally a sign of progression to me. Since we started from making screen printed t-shirts it feels like a journey to me. We also find that the brand name is getting out there more. And we’re starting to get national/ international coverage. This has come from quite a few factors some may say it’s the celebs such as Rihanna, Drake, Fabolous, Professor Green and Jermaine Defoe being spotted wearing the clothing. But I’d like to think it’s the UK underground influential people who are making a lot of noise right now. Such as Blade Brown, Eliza Dolittle, Master Shortie, Sincere and Fem Fel that are getting us out there because we try to represent the them and the UK to the fullest. And they do the same back. We’ve also tripled the amount of events compared to the previous year. These events are called invasions. Which is when we do store takeovers for a limited period of time and launch product for that space and time period. Last year was when first saw a group of customers queuing for the launch of our collection before the sale started. I remember it was at the Nike store in an even called The Reset. We launched the same day as the Kanye West kicks. He had a queue and we had our own little queue at the same time. That touched me and opened my eyes at the actual support that UK streetwear has. This year we’ve been concentrating on doing invasions on a more national scale in places such as Birmingham and Bristol so we’re constantly on the road. How do you go about marketing/ showcasing your clothing? In terms of marketing we’re pretty much on that gorilla tip. We believe in self promo to the fullest. We’re very heavily internet based so we utilise all the

options around us such as. Our website iamatrapstar.com, blog, Twitter (@trapstarldn), Facebook, MySpace and newsletters and we even have a customer Blackberry pin which we call the Trapberry; Where we can talk to, interact and answer any question from people who are interested in knowing the brand. Or even for someone who needs advice or help with their brand. We’re far from stush. At the same time we get blog love from neighbouring sites that share the same UK streetwear interests. Such as the Daily Street, BNTL – Matt Benson the founder has done most of my look book photoshoots. They’ve both supported us from the start. But. At the same time we’re not too shy to go back to basics and hand out flyers hand to hand and put up a poster before a launch, that’s standard procedure to us Any other ways of getting your brand out there? Yeah, YouTube as well. We started our own channel to let more understand our designs in depth and the lifestyle of the brand. Our channel’s called 2020 Vision, we named it that because that’s what you’re told at the opticians if you have perfect sight). We believe in opening people’s eyes and mind with the choice of content that the channel highlights. This extension to the brand was started with Morgan Keyz who does all our viral advertising and also works with SB.tv. What do you do when there is a popular item, how do you capitalise on it? To be honest. We never really get to capitalise on a popular item because we believe in selling limited edition runs. So people buy into the brand knowing that it’s not going to be rocked by every Tom, Dick and Harry and that they have to get it now on a ‘snooze you lose’ basis. Some say we’re crazy and are losing money that way but we try to stick to those ideals to preserve the brand. For our sake and our supporters too

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Any advice for someone who wanted the same heat on road as you guys? Build your buzz on the road by interacting with your surroundings. Don’t rely on one form of promotion; ie, a Facebook group and that’s it. Be prepared, work hard, don’t let one knock back from press or a store make you give up. This industry is very hit and miss, you’re maybe one design away from success. Most retail stockists are scared of new brands so it’s best to build your buzz from the ground upwards then the rest will take notice. Don’t be afraid to start with t-shirts, it’s cheaper to experiment to see if you actually are getting a good reception; rather than taking out a loan or spending all your savings on a whole collection that may sit there gathering dust. Due to the epidemic of t-shirts brands if you have the chance to expand into different products do so, because UK streetwear or streetwear in general is more competitive than ever. What does the future hold for Trapstar? We’ll be launching/ opening our first Trapstar store this month (Sept) in Notting Hill west London (281Porterbello, Green Arcade, London W10 5TZ). We’re in talks with a few brands regarding collaborating on a few items too. http://www.rwdmag.com/2010/08/online-interview-mikey-trapstartrapstarldn/

FASHION : Reset London Spotlight On…Trapstar Written by RWD on 21 May 2010 Trapstar have managed to get their garms onto the back of everyone from Master Shortie and The Cool Kids to Rihanna and previous beau Chris Brown since the conception of the brand a mere four years ago. RWD find out what to expect next from Trapstar and how they’re looking forward to meeting their core fanbase at Reset London at the end of the month. How did you come about? Trapstar came about pretty much by accident; we began making clothes for ourselves, our friends and family. Then we found that people from outside our circle were beginning to become interested and so the demand grew.When we saw that only American and Japanese brands got any recognition, we felt that the UK was left out and should do just as well if not better, so we made it our mission to represent! How long have you been in business? 2006 What label/designer inspired you to start your brand? We feel that we’re just a product of our environment. We project our past and present experiences into our collections. That’s why they have titles such as the Invasion of the angry star is us as a brand travelling the country trying to leave a Trapstar stamp everywhere we go. It’s been mainly independent so you could say it’s by force due to having no help from the media or funding elsewhere. Which leads it to be an invasion by our following who support us to cause queues outside stores the more we travel, we absorb different influences too What’s new for your brand this season? We’ve ventured into the world of cut and sew, so you can expect some interesting stuff for 2010. What kind of audience did you set out to target with your clothing? We didn’t set out to target a type of audience because the brand is made up of many influences and cultures as we as Londoners are made up of a variety of cultures. We’re all different ages and have different back grounds. JENGOne is very art based and Mikey “5star” is very music based; so we’re like a mix. What does the opportunity to present your range at Reset mean to you? The Reset has always been a good opportunity for independent brands to get to know their customers. It’s a chance to get feedback, so that we can further improve ourselves as

a brand.

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Trapstar Written by Tiggi T 14 July 2011

Ghetro discovered the existence of Trapstar through the Metro Newspaper! (Thank god) Trapstars clothing and designs are a perfect example of a Ghetro style. Their designs are funky and comfortable to wear and original. They aren't over the top or cheesy, they're stylish and definitely Ghetro! Rihanna has her very own Trapstar jumper, whilst adding her own attitude and stance, she looks too sik! Alexis Jordan, Tinie Tempah, Chris Brown and Alfie Allen all have their own piece of clothing too. Trapstar have recently launched their new Goonies range which is selling like hot cakes. Jumpers, t-shirts and caps are branded with the Trapstar logo and imagery from the iconic film. Furthermore, Trapstar have personalised G Shock Watches embedded with the Trapstar logo. http://www.ghetro.co.uk/index.php?option=com_k2&view=item &id=46:trapstar&Itemid=62

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THE TRAPSTAR ONLINE PRESENCE IS STRONG. THE BRAND HAS AN ONLINE STORE, A BLOG, INFO ON THE LATEST PRODUCT RELEASES AND 2020 VISION YOUTUBE CHANNEL. THE BRAND ALSO HAS FACEBOOK AND TWITTER PAGES. BUT ITS STRENGTH LIES IN ITS ABILITY TO INTERACT WITH ITS CONSUMER

133 THE BRAND: CUTE CIRCUIT

http://www.cutecircuit.com/about

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PRODUCTS

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A CuteCircuit Design Exclusively for Selfridges For a limited time you can find an exclusive and amazing range of CuteCircuit fashions at Selfridges. In the Womenswear Department on the second floor you will find the fabulous K-Dress. The K-Dress, which made it’s debut earlier this year in Paris for Fashion Week, is made entirely in the UK of 100% luscious silk chiffon and silk taffeta. And it features hundreds of LED lights embedded in the fabric that glow and sparkle in whatever colour or pattern you choose! And… In the Men’s Denim and Streetwear Department you will find an exclusive range of the fantastic Twirkle Shirts! The Twirkle shirt is a magical shirt that glows in reaction to your movements.

http://www.cutecircuit.com/cutecircuit-exclusively-forselfridges-this-christmas/

Analysis: the brands COLLABORATION WITH SELFRIDGES VALADATES ITS PRODUCTS AND SUGGESTS THAT THE BRAND IS LOOKING TO CAPTURE A HIGH END COMMERCIAL MARKET.

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YAY! Selfridges Are Selling Katy Perry Light Up Dresses! This news makes us very happy. Very happy indeed. After we reported on the hilarious gown that London label CuteCircuit created for Katy Perry to wear to this year's Met Ball - y'know, the lovely pink dress which contained thousands of tiny flashing lights - we didn't really think much more about it. After all, this was one of those wacky concept pieces - more costume than fashion, that look amazing on stage (or the red carpet), which is perfect for international superstars (Rihanna has since perfomed in another custom made CuteCircuit dress), but sadly, will never be available to likes of us mere mortals. Sure, the label was also selling T-shirts and stretchy dresses with a sprinkling of a dozen smaller lights, but the full-on flash-tastic brilliance of Perry's show-stealing creation seemed destined to stay far, far out of reach. So imagine our delight to see THIS email plop into the Grazia Daily inbox a few minutes ago; ' Selfridges, the worldâ&#x20AC;&#x2122;s best department store, is pleased to announce the exclusive launch of the K Dress by CuteCircuit as part of its Christmas offer...'. And there, in front of our saucer-like eyes, was a short version of Katy Perry's gown with an awesome shall-we-say corsage of LED lights. The nice people at Selfridges inform us; 'the lights in the dress can create a stunning dynamic range of colours fully controlled by the wearer using the tiny push button brain controller. Want more sparkle or want intense moving violet waves? Want more glow-intensity? This can all be achieved with a discrete push of a button. The coloured lights within the dress are there to enhance the mood and make you as glamorous or as magical as you want to be.' We don't know what you were intending to wear to your Christmas parties this year, but Grazia Daily has fallen head-over-heels in love with this magic frock (not only is the technology superstar standard, but as you can see, the dress itself is rather delightful a pink and white striped silk chiffon one shoulder prom dress..). K Dress by CuteCircuit exclusively at Selfridges, ÂŁ1,350 Isn't fashion wonderful? *beams http://www.graziadaily.co.uk/fashion/archive/2010/09/02/yay-selfridges-are-selling-katyperry-light-up-dresses.htm

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About electric foxy Clothing is a core part of our expression and offers ways for us to communicate who we are and the context in which we live. Technology enables a richer connection with people and our environment and offers a new platform for communication, expression and wellness. By merging the intimacy of clothing with the empowerment of technology, electricfoxy strives to enhance our lives by offering a much richer language for self-expression, improvement, and healthy living. As an outcome, rather than simply attaching technology to clothing, electricfoxy investigates on-body experiences that are beautiful, wearable and connect with software and services resulting in a new aesthetic of form and behavior that become a core part of our expression, our identity, and our individuality. Electricfoxy partners & collaborators Electricfoxy has an extended network of partners and collaborators that offer additional expertise required for each projectâ&#x20AC;&#x2122;s unique needs. The extended network consists of people and companies with deep knowledge in a variety of fields such as software development, engineering, fashion and apparel design, industrial design and film. Here are a few partners and collaborators who are helping to realize Electricfoxyâ&#x20AC;&#x2122;s vision:

http://www.electricfoxy.com/about/

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Ping: a social networking garment Ping is a garment that connects to your Facebook account wirelessly and from anywhere. It allows you to stay connected to your friends and groups of friends simply by performing natural gestures that are built into the mechanics of the garments we wear. Lift up a hood, tie a bow, zip, button, and simply move, bend and swing to ping your friends naturally and automatically. No phone, no laptop, no hardware. Simply go about your day, look good and stay connected. The Experience Communicate to your friends Technology is integrated into the mechanics of the garment. For example, a sensor is entegrated into the hood allowing the natural gesture of lifting the hood and putting it back down to communicate to Facebook. Lifting up the hood automatically sends a message and updates your status. Putting the hood down sends another message. A Facebook application allows you to customize your messages, assign them to groups of friends and even manage many different types of messages based on where you are, who you're pinging, or what your mood is. Get a ping back Technology is integrated into the shoulder of the garment that provides a subtle "tapping" feeling. If your friends send you a comment or a message back, the garment will notify you by tapping you on the shoulder. Create your own language The Facebook application allows you to assign different tapping rythms to different groups of people so you can begin to create your own personalized feedback language that lets you know who is communicating to you and who is trying to connect. Future applications The platform is applied to a hoodie wrap that has specific built-in mechanics. Imagine how it could be applied to other types of garments that have different types of built-in mechanisms. And imagine a collection of accessories that offer even more communication capability, i.e., 3D gesture-recognition technology or environmental sensing http://www.electricfoxy.com/projects/ping/

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141 Zip: control your music Zip is a garment that explores the aesthetics and interaction of wearable technology solutions that have built-in music controls. There are many products on the market today ranging from snowboard jackets to hoodies that allow you to connect your music player and control it using buttons integrated into the textiles. However, most of the solutions simply take the music player's hardware controls and replicate them on the sleeve or inside the lapel using eTextiles. The Experience Zip is a garment that connects to your phone or music player and allows you to control it simply by performing natural gestures that are built into the mechanics of the garments we wear. In this case, zip up to increase the volume, zip down to decrease it, and tug on the pullstraps to retract the integrated earbuds. Enjoy your music experience without all the devices and wires hanging all over you. Zipper control The main interaction is located in the zipper, which is used to control the volume. As you zip your jacket up, protecting yourself from the outside world, the volume increases. As you unzip, you turn the volume down, opening yourself up to intimacy and conversations . Earbud collar Earbuds are integrated into the jacket and nicely nested away in the collar. When you want to use them, simply pull them out of the collar. When you're done, pull on the collar pullstraps to retract them back into the collar. Device pocket The pocket allows you to connect your device (such as a phone or music player). A retractable connector allows you to pull the device out of your pocket at any time without disconnecting your experience. Future versions Zip focuses on one of the fundamental music controls: volume. Imagine the possibilities of future versions that allow you to have even more control. Skip tracks, pause, and browse your playlists, all through gestures that we naturally perform.

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THE BRAND: WESC WeSC: WeAretheSuperlativeConspiracy WeSC was founded by six avid skateboarders and snowboarders in 1999 and is currently established in nineteen countries. WeSC is not merely a brand in the fashion industry, but rather a company within the skateboard culture. A company that today makes clothes, but in the future, will represent product lines in other areas. WE creates “street fashion”, a fashion with its roots in a subculture that sets its own rules and follows its own trends. WeSC is addressing people with awareness, no matter the race, religion or financial background, that all share the values and lifestyle of the founders. WeSC delivers “life after skate”, a more developed style that also targets people outside the skateboard community, but still shares its values. Our product line includes a diversity of garments – jackets, jeans, sweatshirts, shirts and blouses, underwear, pants and accessories like bags and caps. WE is not like other fashion companies. WeSC is unpredictable and does not follow trends. http://www.karmaloop.com/brands/WeSC

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WeSC: a very unique name for an equally very unique brand. Pronounced as [Wi. Es.Si], WeSC is an ingenious play on the acronym “We are the Superlative Conspiracy.” WeSC clothing brand is a well-established clothing company that specializes on unique, offbeat fashion from the most ambitious clothing designers dubbed by WeSC as WeActivists. WeSC Clothing is fashion that stands out. The company provides the consumer with a unique identity of subtle counterculture and nonchalant rebellion, specializing in street fashion; WeSC clothing offers a laidback, no-fuss, clothing style. The unique annual campaigns of the brand are catered toward similar laidback and no-fuss individuals who view fashion as if it were it second nature. WeSC clothing goes against the idea of taking so much fuss with fashion and the identity you exude with it. WeSC clothing dubs itself as “Street-Fashion brand for Intellectual Slackers.” While it portrays itself as a brand for slackers, the company actually exhibits the exact opposite of that. With unique creations and identityforming fashion campaigns that are well-thought of and well-designed, the company is not of the slacker kind. Founded in 1999, in Stockholm, Sweden, WeSC clothing company is bound to stay strong and relevant in the industry. So remember the name WeSC, pronounced as Wi-Es-Si, because it is a brand that will stand out. http://www.brandneusense.com/clothes/wesc-clothing.html

THE BRAND has UK stores in Covent garden and carnaby street

AS WELL AS BEING SOLD IN OVER 50 STOCKISTS THROUGHOUT THE UK THEREFORE IS IN A STRONG POSITION COMPARED TO SOME OF THE BRANDS COMPETITORS WHO DO NOT HAVE STORES.

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WeSC presents a totally innovative and original way to shop for clothes with an experimental edge. Founded in Sweden in 2000, WeSC creates street fashion, mixing subcultures to set its own on-trend rules.

WeSC, which translates as the slogan - "We Are the Superlative Conspiracy," sells both mens and womens wear combining sporty urban clothes with influences from the street, skate & snow scenes, all blended in a fusion, inviting you to enjoy mixing and matching to your create your own individuality. The WeSC shop itself is also unusual in concept. Set in an all white environment the shop truly resembles a 'Laboratory of ideas' with white trollies instead of conventional rails to display the comprehensive range of clothes. Digital art installations partner the clothes and the company has enjoyed creative project partnership with amongst others, Nokia, Pepsi and Adidas.

The WeSC customer is by definition an "unofficial ambassador" of the brand - someone famous or unknown, but certainly who is streetwise and creative. The "WeActivist" wears the brand with confidence combined with individuality. http://www.carnaby.co.uk/store/wesc

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June 20th, 2011 by retail design blog

Interactive window display by Hyper Island students The Hyper Island WeSC ad is like something out of a scimovie—think ‘Minority Report’ and ‘I, Robot.’ I mean, it’s an interactive window display, for goodness’ sake. The incredibly innovative Hyper Island WeSC window display may be simple in execution, but it will surely make a huge impact on passersby. Designed by Beatriz Areilza, Gustaf Engström, Lucas Lima and Marcus Wallander, the display features an infrared transmitter that tracks pedestrians to project a captivating display. http://retaildesignblog.net/2011/06/20/interactivewindow-display-by-hyper-island-students/

ANALYSIS: THE WESC BRAND SEEMS TO BE PUSHING INNOVATION IN BOTH THEIR PRODUCTS AND RETAIL STORE ENVIRONMENTS

147 “ our fall collection takes the wesc headphones to a new level, continuing to develop The technology and look of the headphones to a fashionable and technically excellent Standard”- said Greger hagelin. Wesc ceo and co-founder. “The collection embodies the Eccentricity and streetwise persona of the wesc brand and is built on, and includes dj pro headphones, street styles, in-ear designs and more to further establish wesc headphones as the choice for active and aware consumers with an interest in quality as well as fashion”

http://www.audioholics.com/reviews/speakers/headphones /wesc-fall-collection-headphones

148 analysis

WeSC Karmatech concept makes your shoes more social with RFID By Donald Melanson posted Jan 29th 2011 We've been seeing more and more shoes infused with different sorts of technology in recent years, but none quite like this WeSC Karmatech concept developed by some students at Sweden's Hyper Island "digital school." Described as a "social take on Nike+," the shoes apparently wouldn't have an accelerometer but they do pack an RFID chip that allows the wearer to interact with their surroundings -- automatically check in at a location and share it on Facebook or Twitter, for instance, or get access to exclusive deals or special events. Of course, it is just a concept, but the students note that it would be relatively cheap to implement (at least on the shoe end of the equation), as the RFID tags themselves only cost a few cents. Kinda gives a new meaning to "sneakernet," doesn't it? Head on past the break for the video. http://www.engadget.com/2011/01/29/wesc-karmatech-conceptmakes-your-shoes-more-social-with-rfid/

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About the brand EASTPAK is the authentic brand for packs and bags famed for their style, toughness & functionality. Today EASTPAK also offers a solid range of clothing for men and women. Created in 1976 when student Mark Goldman convinced his father to start making a line of backpacks for students. EASTPAK has set the benchmark to which others refer and takes pride in being recognised as an innovative, fun brand. EASTPAK was the first bag company to use Cordura for nontechnical daypacks and to experiment with bright colours and prints in the early 80s. EASTPAK is seen as a leader in its field which is why creative icons such as Walter Van Beirendonck, Raf Simons and Eley Kishimoto selected EASTPAK as a partner above other brands. Today EASTPAK produces apparel bags, luggage, and accessories that combine style, utility and value for money. EASTPAK is an urban lifestyle brand that is proud to support numerous bands, artists and athletes worldwide. http://www.thelabelfinder.com/storesearch/sanfrancisco/eastpak-bagsstores/index.php/shop/city/682204/5391959

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The brands product categories include backpacks, shoulder bags, luggage, pouches and a small line of clothing

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KatzBag : An Illuminated Eastpack Backpack Posted by Syuzi on December 12, 2011

Laserkatz Artspace was approached by Eastpack to transform a backpak into a unique piece of art. With the help of Austrian fashion designer Lisa Walde, Laserkatz designed a handsome prototype incorporating flashing red led lights. The bag is designed in the shape of the Laserkatz logo. Although the intention of the bag was to create an art piece, the unique design coupled with the use of LED technology makes this bag quite attractive for cyclists with concerns of visibility. http://www.fashioningtech.com/profiles/blogs/katzbag -an-illuminated-eastpack-backpack

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http://www.marketingminds.com.au/branding/apple_branding_str ategy.html

MAIN PRODUCT LINE

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APPLE ACCESSORY PRODUCTS Apples accessories: are made up of Bag collaborations with designers, Normal bags and laptop cases/sleeves Infinite Solar charger backpack- 129

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By David Appleyard Nov. 24, 2008

Profile of an iPhone User: Interesting Statistics About Yourself As a mobile device, the iPhone crosses several different user groups. From business users to media junkies, a wide range of people use the iPhone in a variety of different ways. The App Store is fueling this variation even further on account of the huge array of different applications available.

iPhone owners are twice as likely as other Smartphone owners to be comfortable with advertising within the applications on their device. 33 percent of iPhone owners use maps and GPS more than ten times a month, compared to 13 percent of Smartphone owners. Almost twice as many iPhone owners than Smartphone users complete at least one financial transaction on their mobile device each month. 93 percent of iPhone owners have added an application versus only 66 percent of Smartphone owners. The iPhone user base consists mainly of young early adopters about three quarters of whom are previous Apple customers. The fact that iPhone users are young and ‘tech savvy’ does not come as a particular surprise. Nor does the concept that previous Apple customers are more likely to buy an iPhone (especially as an Apple customer is anyone who has bought an iPod — over 163 million have been sold).

(READ THE WHOLE ARTICLE HERE) http://gigaom.com/apple/profile-of-an-iphone-user-interestingstatistics-about-yourself/

APPLE CONSUMERS ARE YOUNG EARLY ADOPTERS AND SO THIS CROSSES OVER WITH THE SUPREME TARGET CONSUMER. WITHIN THE STRATEGY THAT WILL BE A NEED TO CATER TO THIS GROUP IN A WAY WHICH APPLE HAS NOT.

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Posted by jennifer on Apr 24, 2010

Apple hires a wearable technology guru Apple hired a Senior Prototype Engineer, Richard W. DeVaul, a few weeks ago. He has a Ph.D. in Media Arts & Sciences from MIT and co-founded AWare Technologies. Not completely new news, but worth pondering what this means to the wearable technology field. With so much momentum being built up, will this help us reach the tipping point? According to The Unofficial Apple Weblog (Tuaw), “Apple has patented a large number of wearable fitness devices lately. Perhaps it’s these that DeVaul will be working with, though we imagine that such a brilliant engineer will have his own ideas.” So far the only wearable technology on the market today from Apple is the Nike+ iPod kit they created in collaboration with Nike. I’m eager to see what they do next.

Analysis: apple are showing clear signs of entering the wearable technology.

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â&#x20AC;&#x153;Apple have files a lot of interesting patents in the wearable technology space lately. One of the patents is aimed towards warming the hands of iphone users during cold winter daysâ&#x20AC;? (Source: Electricfoxy) http://www.electricfoxy.com/2010/10/apple-patents-iphone-glove-concept/

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About the brand Ralph Lauren is the definitive all-American lifestyle brand. Established by designer Ralph Lauren in the 1960s, the collections redefined simple preppy styling with clean lines, casual cuts and meticulous tailoring. Famed for their iconic polo shirt with a signature polo-playing emblem, Ralph Lauren has grown into an international empire encompassing a series of comprehensive day and eveningwear apparel labels for him and her, including Polo, Blue Label and Black Label along with Ralph Lauren Children and Ralph Lauren Home. http://www.harrods.com/brand/ralph-lauren

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THE BRAND has many different product lines which include The purple label, the black label, polo ralph lauren, rlx, rrl, denim supply and ralph lauren golf. Among the youth market the brands polo shirts are the most popular.

The rlx line is the ralph Lauren golf range which is more Technical and more fashionably in season. Ralph Lauren polo and Combine to give the wearer products that can be worn both on And off the golf course.

http://trendygolf.com/brand/rlx-ralph-lauren

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by Bridgette Meinhold, 04/07/11

Ralph Lauren Launches $800 Solar-Powered Waterproof Backpack Ralph Laurenâ&#x20AC;&#x2122;s menâ&#x20AC;&#x2122;s athletic line, RLX, recently released a new line of highperformance bags, one of which features an integrated solar panel. Made in Italy from a thin, seamless, and water-resistant material, the Solar Panel Backpack generates enough juice to charge an iPod or cellphone in a matter of hours. Luxury, style, and solar power, all in one. The RLX line for men is designed for luxury, technology, as well as performance, and the new solar backpack is befitting of that ideal. Besides thick adjustable shoulder straps, the backpack includes a handle on its side for use as a portfolio. Perfect for carting around your laptop or iPad on your next boating expedition, the carryall zaps up a 3.45 watt current, which can charge a small device in two to three hours when the sun is at full strength. The bag zaps up a 3.45-watt current, which charges a small device in two to three hours when the sun is at full strength. The backpack is available in orange and black for the princely sum of $795, although you can purchase an identical version, sans solar panel, for $400 less. Yacht owners only need apply. http://www.ecouterre.com/ralph-lauren-launches-800-solar-poweredwaterproof-backpack/

The rlx consumer: active, outdoors, extreme sport

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About the brand: polaroid “Lifestyle, music, art, fashion: I am so excited to extend myself behind the scenes as a designer, and as my father puts it—finally have a real job” Lady Gaga, 2010 Recording Artist Polaroid Creative Director Company history For the past 70 years, Polaroid has created the magic of instant with simple and easy to use imaging and consumer electronics. Polaroid is a movement. It is love of self-expression and the sharing of that expression. Anyone can join the movement. Millions already have. A camera isn’t even mandatory. Imagination is the only requirement. Mission We want to embrace this movement, make it live, breathe and grow. The Polaroid movement will continue on… Freeing images instantly to fly and soar without hesitation. In the hands of artists and the creative class, it thrives. And grows. And collaborates. And links people together. All Made in Polaroid http://www.facebook.com/Polaroid#!/Polaroid?sk=info

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Jan 6 2011 By Mawuse Ziegbe

Lady Gaga Unveils Polaroid Camera Sunglasses Mother Monster also shows off portable photo printer and other gadgets from her 'Grey Label' collaboration during electronics fest. She's adorned her shades with lit cigarettes and covered her peepers with jewel-encrusted spheres, but Lady Gaga's latest pair of sunglasses has taken eyewear to stylish and tech-savvy new heights. The influential songstress revealed her yearlong "Grey Label" collaboration with Polaroid to a packed room and thousands of fans who tuned into the event via Ustream at the Consumer Electronics Show, or CES, in Las Vegas on Thursday (January 6), and among the spankin' new products is a pair of shades with cameras embedded in the lenses "I love the products, I'm so proud to be here," Gaga gushed about developing the gadgets with Polaroid. "They honored me as a woman, as a creative director and they really let me [put my] hands in there and design this sh-- myself." (READ THE FULL ARTICLE) http://www.mtv.com/news/articles/1655468/Lady-Gaga-PolaroidCamera-Sunglasses.jhtml

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http://store.polaroid.com/Gaga/

167 BY Austin CarrThu Jan 6, 2011

How Lady Gaga Designed Polaroid's Grey Label Camera Glasses Of the many labels pegged to Lady Gaga--pop star, fashion icon, provocateur--here's one title you might not expect to see on her rĂŠsumĂŠ: creative director at Polaroid. The "Bad Romance" superstar teamed with the camera and eyeware company this time last year, and at the Consumer Electronics Show on Thursday, we finally got to see the fruits of this unlikely collaboration. As part of a new suite of products called Grey Label, Gaga and Polaroid unveiled a digital camera with a throwback design and, most impressively, a set of camera sunglasses with two embedded 1.5" LCD displays. The glasses (pictured) act as a wearable camera, and can snap pictures, be pre-loaded with slideshows and video, and are meant to enable real-time photo sharing. To develop the products, Gaga worked closely with Polaroid and design firm Ammunition LLC, known for developing the popular Beats by Dr. Dre headphones. Here's how that collaboration played out. Nothing is more Gaga-esque than the camera sunglasses, with their hyperbolic design and "almost goggle-ish" lens. The camera sits atop the bridge of your nose while the displays land just below your line of sight--yes, you can still see with the sunglasses on. "With the effect of the oversize lens, they look to the person on the otherside like your eyes," says Brunner. "That really came from Gaga--from her video for 'Poker Face,' with the glasses that say 'pop culture.' She wanted to build that into a product." http://www.fastcompany.com/1714843/lady-gaga-polaroidcamera-sunglasses

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6. Primary research

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100% of my target consumer are using the internet on a daily basis which indicates that it is something which is an important part of their lives. 80.6% are also posting content multiple times a day which again suggests that my target group are heavy users of the internet, social networking and technology. The top 3 reasons why my target group use the internet is social networking, to express themselves and to search for jobs.

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100% of my target group use a mobile device to access the internet which indicates that access on the go is important to them and the idea of being connected all the time. 87.1% of the group surveyed view the internet as a tool for promoting themselves which suggests that the target group are aware that there are more opportunities for them via the internet. The majority of those surveyed said that owning the latest technology was extremely important or important suggesting that they will buy into the latest technology products on the market,

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In general the response towards the concept Of the products were well received suggesting That the target consumer would be open to Purchasing products of this nature.

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FOCUS GROUP TRANSCRIPT AIM: TO FIND OUT the target consumers THOUGHT ON EACH PRODUCT. IDEAS SURROUNDING THE DESIGN AND PRICING THEY WOULD LIKE TO SEE FROM THE PRODUCTS. ANOTHER AIM WAS TO FIND OUT WHICH SORT OF BRAND THEY WOULD MOST LIKE TO SEE LAUNCH THESE TYPE OF PRODUCTS. The focus group is told that they are there to be the first to give their opinions on some new innovative products which will soon be available on the market. We explain how important their specific feedback is and they are encouraged to be as truthful and detailed as possible with all of their responses. There is no right or wrong answer, we just want honest responses.

THE GROUP Daniel: 21, University student/Part time blogger from London/ Leon: 19: Musician from London/ Lewis: 24: Fashion blogger and Graphics design student/Simon: 22: Musician from London/ Joel: 24: Events promoter from London Initially each focus group member was asked to list the social networking/blogs they were part of? Daniel: BlogSpot, Twitter, Facebook(rarely use)/ Leon: YouTube, MySpace, Twitter and BlogSpot/ Lewis: Tumblr, Twitter, BlogSpot/ Simon: Twitter, Facebook, MySpace, Tumblr/ Joel: Twitter, Facebook, Tumblr The group are then shown the visuals of the new proposed product

We ask what they think of each individual product…do they like it. What do they like about it? What do they not like so much? They are advised to be as truthful as possible. Bloggers backpack: what do they think? Reponses: Daniel 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 greats. I can definitely see people wearing it. Leon: Bloggers backpack: I can definitely visualise it but I'm not sure if it’s me. I mean if the backpack had a great design anyway then yeah sure I would probably buy it.

173 Lewis I honestly didn’t know this was even possible, I think it’s a great idea. For me I'm constantly updating my blog with pictures of my life for my readers and I also post a lot of inspiration photos on my tumblr so something like this would be great. Its also really cool just for me on a personal level having a journey of where I have been. Simon: I think like Leon said if the design was really cool anyway id have. But without a great design I'm not sure I would buy solely based on the concept. It sounds cool and everything but deep down I know I probably wouldn’t use it much for that. Joel: I like it a lot, I personally know a few people who would absolutely love this type of product. Yeah sounds cool. Analysis: 3 out of the 5 focus group liked the idea of the bloggers backpack. The other two respondents were not sure whether it was a product for them but acknowledged that with a good design of the bag they would probably purchase it anyway. When designing the product a lot of thought will have to go into the design of the products to capture the target group. Also the design needs to be as strong as the concept and this will possibly open up the size of the market for consumers who will buy the product. Design wise what would they expect to see? Daniel I think something quite minimal would be cool, maybe a kind of limited edition high end type. Leon Design wise I don’t have a specific picture in mind but I would appreciate something more sleek and high quality but at the same time casual. Lewis Because I would be using this during the day id definitely like it to have more of a casual feel. I can imagine more of a military style bag with some nice design features. Simon Maybe some more casual versions of the bag and then a few limited edition versions maybe in leather or something.

174 Joel I think something with a futuristic look would work well, probably something minimal but with some edgy features and definitely I think there should be a standout piece. Analysis: the responses on what the focus group would like to see design wise from the bloggers backpack has helped to establish the idea of having different price points and styles for the product. Including more basic casual everyday designs with lower price points and then a few limited edition standout pieces with premium design features. Video stream sunglasses: What do they think? Responses: Daniel I think this is a great idea, I’d buy them

Leon Now these I would buy!

Lewis Again this sort of thing would be really useful for me. I love going to new places and finding new inspirations and having instant capture of these places and moments I think would be something quite special

Simon I think it’s a cool concept, not sure if I would buy them, they wouldn’t be something id want to wear all the time, probably just a couple of times.

Joel Simon makes a good point but actually do they function as normal sunglasses? I answer yes. Well then that’s great id wear them as sunglasses and then just film when I wanted to capture something. The more I think about this the more I like the idea

Analysis: The video stream sunglasses OVERALL RECEIVED A POSITIVE RESPONSE. AGAIN THE ISSUE OF DESIGN CAME UP IN REGARDS TO THE MOTIVATION TO PURCHASE, AND THE ABILITY FOR THE PRODUCT TO OPERATE AS EVERYDAY SUNGLASSES. THIS INDICATES THAT DESIGN AND FUNCTIONALITY ARE STILL VERY IMPORTANT FOR MY TARGET AND WILL NEED TO BE TAKEN INTO CAREFUL CONSIDERATION ASWELL AS THE CONCEPT OF THE PRODUCTS.

175 Design wise what do they expect to see from the video stream sunglasses? Daniel Nothing to bold or in your face, I think if people just believed they were regular glasses then the whole experience of wearing the glasses would be a lot better Leon – Just a normal pair of cool shades is what id expect, I probably wouldn’t want people to know I was filming them. *laughs* Lewis I actually wouldn’t mind if they were a little bit quirky looking to be honest

Simon Classic, cool and Stylish: too me that’s always what sunglasses should represent!

Joel I'm gonna sit on the fence and say a little bit of futurism mixed with a classic feel! OR again maybe you could make different versions of the glasses style wise.

ANALYSIS: FOR THIS PRODUCT I THINK DESIGN WISE THEY ALL WANTED SOMETHING WITH A MORE LAID BACK CLASSIC FEEL AND A DESIGN THAT MADE THE PRODUCT APPEAR LIKE REGULAR SUNGLASSES. E-charge backpack: What do they think? Responses Daniel Possibly the answer to all my problems lol. At least I wouldn’t have to carry my chargers with me all the time! Leon I prefer this over the blogger backpack. Can it charge Ipads? Answer: No just portables like iphones, ipod and mobiles but not bigger items like ipads and laptops. Oh ok, I still like it anyway, I use my phone constantly so something like this is definitely needed for me. Lewis I think I've heard of a couple of things like this. I think Apple does a couple of solar charge items, not exactly my style though. I like the idea but the design would have to be good still Simon If this really works, id go out and buy it tomorrow, no joke! Joel I don’t know anyone who wouldn’t find this useful

ANALYSIS: THE GROUP OVERWHELMINGLY VIEWED THIS PRODUCT AS EXTREMELY USEFUL. LEWIS EVEN COMMENTED ON THE FACT THAT HE WAS AWARE OF THE APPLE BRAND VERSION BUT THAT IT WASN‟T HIS STYLE. THIS SHOWS THAT FOR MY TARGET GROUP REGARDLESS OF HOW GOOD THE CONCEPT OF THE PRODUCT IS, THEY WILL NOT BUY UNLESS DESIGNWISE IT FITS IN WITH THEIR STYLE/IMAGE.

176 Design wise what do they expect to see from E-charger backpack? They all agree that theyâ&#x20AC;&#x2122;d just like to see a well designed fashionable backpack. They also are fond of a wide range of designs as they all say that they would buy something like this in multiple styles. ANALYSIS: WITH THIS PRODUCT THERE IS SCOPE FOR MULTIPLE BUYS FROM ONE CUSTOMER IF THE BRAND OFFERS MULTIPLE DESIGNS. THIS IS BECAUSE THEY VIEW IT AS A CONVIENANCE PRODUCT, SO ITS VERY USEFUL FOR THEM AND THEY WOULD BE HAPPY TO OWN IT IN DIFFERENT STYLES FOR DIFFERENT OCCASSIONS The group are asked to list the most useful products to the least useful: Daniel: E-charge backpack, Bloggers, Video stream Leon- Echarge, Video stream, bloggers Lewis- bloggers, video stream, e-charge Simon- e-charge, video, bloggers Joel- e-charge, bloggers, video How much would they expect to pay (asked minimum and maximum) Group answer: Bloggers backpack As a group they say 150-300 pounds Video stream As a group they estimate 200-300 E-charge backpack As a group the estimate 90-200

177 Would they actually be willing to pay at these approx. prices? What is this based on? Daniel Iâ&#x20AC;&#x2122;d be prepared to pay around those sort of prices of course it would depend on the quality, design and credibility of the brand selling them. Leon As long as the design is strong I would pay at these prices. Similar items I own are around those prices anyway, its more about the quality and design for me more than anything. Lewis I cant necessarily afford to buy all 3 products at that price but these are things I would save up for! Like Leon said of course design is important, if the products were ugly or not my style id think twice about buying them regardless of the great functions. Simon hmmm its one those things, I'm 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 Joel Price is not so important to me when I really love something. Plus the thought of not many other people owning these products would spur me on to buy definitely

ANALYSIS: ON Whether they would be prepared to pay the prices that they estimated for the products, overall they seemed to think it was reasonable, but factors that would need to exist for them to actually purchase would include the design, quality, choice of brand and the amount of use they would get from the products. With these factors price seemed less of an issue regardless of whether they could afford it or not. Would they like the exclusive element? Do they want it to produce by a small niche brand, or a mainstream brand where everybody would have it? Mainstream brand, Niche brand or Luxury After some deliberation between a niche and Luxury brand they all decide that they would like to see these sorts of products launched by a niche brand. They all liked the idea of having these new products which were not mainstream. Would they be more willing to buy the item online or in store? They all agree that a chance to trial and experience the product would be great at an event or within the brands tore

ANALYSIS: THEY ALL PREFERED THE IDEA OF HAVING THE PRODUCTS BE LAUNCHED BY A COOL NICHE BRAND AND HATED THE IDEA OF THE PRODUCTS BEING MAINSTREAM.

7. Brand research

SUPREME : ABOUT THE BRAND

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http://www.supremenewyork.com/

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the brand book

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Extracts from brand book “I noticed that it seemed to be more than a store; it had some qualities of a cult. The store would close for an installation, just like an art gallery, and then reopen with new merchandise just like a gallery. Supreme had long lines of customers waiting to get in, and they would camp out even overnight.” – Glenn O.brien on Supreme (Source: Supreme brand book) “There was something about the thought, care, and quality that went into the clothes that reminded me of Hermes in Paris. Supreme was obviously intended to be the best of what it was” Glenn O.brien on Supreme (Source: Supreme brand book) “Supreme has great products, but what is really most unique about it is that it seems to be run artistically and philosophically. Supreme exists to make a profit, but also to make things happen. It is a vehicle for artists and designers. “Glenn O.brien on Supreme (Source: Supreme brand book) “Its’ clothes have great style and flash but they are also designed for utility, economy and longevity. Supreme mirrors the values that one often associates with the optimism of youth” Glenn O.brien on Supreme (Source: Supreme brand book) “Supreme spreads style, but it also spreads thought and information, Culture is its business”

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Why the consumer likes the brand (Transcript of a short interview with a Supreme customer at the Supreme London store)

What does the Supreme brand represent to you? High quality skatewear with proper cuts / Sometimes good design, great collabs / Streetwear that looks good without the garish marketing / A realness and reputation unmatched by another â&#x20AC;&#x153;streetwearâ&#x20AC;? brand at the moments.

What are your personal reasons for Shopping at Supreme? I love the range of products they make and the fit and design aspects. I like that Supreme has always been about representing itâ&#x20AC;&#x2122;s community, It has a honesty that is lacking in many other brands. What initially attracted you to the brand? The first time I heard of the brand was through Japanese exchange students at my university. From the beginning I loved the uniqueness of the brand, the clean styles and overall independence of Supreme. I still wear the brand because it has an integrity that I think is important

8. Wearable tech research

WEARABLE TECHNOLOGY THAT IS CURRENTLY BEING DEVELOPED OR ON THE MARKET.

183 ADIDAS LAUNCHES NEW ON-FIELD DATA TRACKING INNOVATION MiCoach SPEED_CELL is first product to measure speed, distance and time on-field and on-court Adidas unveils the miCoach SPEED_CELL, the latest innovation in digital sports technology. Expanding on the brand's miCoach offerings, the new miCoach SPEED_CELL is the first device to capture information from motion in every direction and measures key performance metrics including speed, distance and time during practice and competition. "Understanding individual performance data is one of the best ways to improve your game," said Mark Verstegen, founder and president of Athletes' Performance. "For the first time, amateur athletes can have access to the performance tracking and analysis technology available to professional athletes." The miCoach SPEED_CELL is designed to monitor, evaluate and increase performance of athletes across multiple sports including soccer, football, basketball, tennis and running. The miCoach SPEED_CELL sits inside a specially designed cavity in the outsole of adidas footwear to work seamlessly with the athlete's equipment. With the miCoach SPEED_CELL, athletes of every level will be able to track their unique stats including average speed, maximum speed, number of sprints, distance at high intensity levels, steps and stride during play. The on-board memory then stores seven hours of an athlete's metrics and wirelessly transmits the on-field performance data to their smartphone, tablet, PC or MAC. "We are entering an exciting new stage of development for miCoach technology," said Christian DiBenedetto, senior innovation director, adidas Innovation Team (aIT). "miCoach has cemented adidas' position as an innovator in the use of data in sport to make athletes faster and the introduction of miCoach SPEED_CELL further demonstrates our passion to help athlete's continually enhance their performance."

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In conjunction with the launch of the miCoach SPEED_CELL, adidas will introduce a series of apps beginning with miCoach Soccer and miCoach Running on December 1, 2011, followed by other sport specific apps for basketball, tennis and football in 2012. Athletes will be able to wirelessly upload SPEED_CELL data into the app and see their real-world performance such as top speed and number of sprints power up their customized in-game avatar. This creates a seamless integration of virtual and physical challenges never seen before in the mobile gaming and sports monitoring space. Once miCoach SPEED_CELL stats are uploaded to an athlete's smartphone, tablet or miCoach.com, they can share on Facebook and see how they stack up in their city, county, state, nationally and compare their stats to star athletes including Lionel Messi of FC Barcelona. Athletes can also create personalized coaching programs designed specifically for their training needs on micoach.com. miCoach SPEED_CELL will be available for smartphone, tablet, PC or MAC on December 1 for $69.99 at adidas Sport Performance stores, soccer and running specialty stores and www.shopadidas.com. http://www.runblogrun.com/2011/10/adidas-launches-new-on-fielddata-tracking-innovation-micoach-speed-cell-release-note-by-larryeder.html

Adidas have also dabbled in wearable technology with its collaboration with Stella Mc cartney on a glow in the dark sportswear range.

185 by Matt Vella January 3, 2007

Nike and iPod Equals Smooth Running's Two product powerhouses join up to bring runners a tiny tech training machine designed to help you achieve your personal best Handheld Workout Machine Now, Apple has teamed with fitness giant Nike (NKE), and the resulting product has become as vital a part of my training regimen as the sweats and sneakers. The Nike + iPod Sport Kit is a combination of gadgets that transform the nano into a reasonably sophisticated, runningoriented workout machine. A miniature transmitter fits into Nike Plus running shoes and beams data to a stamp-sized receiver attached to the dock connector on the bottom of the iPod. The pair let you track and store distance, pace, and calorie data from your workouts. You can then sync the information in iTunes when you dock your iPod. From within Apple's free jukebox software, you can see a handy summary of your latest workout. A link takes you to NikePlus.com where all the data is transformed into a glitzy set of animated graphs and charts that you can use on your own and share with friends. The site helps you set goals, such as sustaining a particular pace or reaching a weekly mileage total and a pair of Nike Plus compatible shoes runs between $90 and $110. Throw in a $29 sports armband and the $29 kit itself READ THE FULL ARTICLE HERE: http://www.businessweek.com/technology/content/jan2007/tc20070102_855465.htm?chan=technology_wearable+revie ws_wearable+reviews

ANALYSIS: WEARABLE TECHNOLOGY DEVELOPMENTS ARE VERY COMMON IN THE ACTIVE SPORTSWEAR MARKET BUT NOT SO PROMINENT YET IN OTHER FASHION SECTORS AND THEREFORE THERE IS POTENTIAL TO THINK ABOUT THIS.

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BY Stephanie Schomer Tue Dec 22, 2009

Pollution Dress Lights Up in Response to CO2--and It's Pretty, Too! Talk about eco-conscious fashion. The Climate Dress, from Danish design firm Diffus, features LED lights that glow in the presence of carbon dioxide. The dress was introduced at the Bright Green expo earlier this month in Copenhagen, and features over 100 LED lights embedded into embroidery created with conductive thread. A microprocessor and CO2 sensor (here placed in the hair of the model, but could be kept anywhere in the room) allow the LEDs to visually convey the level of carbon dioxide in the space-slow pulsations when the levels are low, short and hectic when they're high. Working with the Danish School of Design, Swiss embroidery company Forster-Rohner, and Danish research company Alexandra Institute, Diffus used "soft circuits" to create the dress, which lends the piece its wearability. Diffus says the industrialization of the production process of soft circuits will offer more opportunities for the company to create intelligent textiles. We've seen designers create LED-infused fashion before, but never in such a clever way. Back in 2007, Hussein Chalayan made an LED dress that was interesting to look at, but little more. Cute Circuit recently introduced its blinding 24,000 LED dress, and British designer Gareth Pugh recently created an OLED dress--beautiful but also completely impractical. The information aspect of the Climate Dress is what makes it stand out from the rest. An added bonus? We'd actually want to wear this dress. This one, we would not. http://www.fastcompany.com/blog/stephanie-schomer/write/led-dresslights-response-co2-and-its-pretty-too

Analysis: this would fit more into the conceptual side of wearable technology.

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An Assistive Scarf for Visually Impaired Katy Perry with her glowy gown may have caught the media's attention, but wearable technology does have a cultural role beyond the glitz and glamour. If "clothing, *is+ an extension of the skinâ&#x20AC;ŚElectric circuitry, *is+ an extension of the central nervous system" ala Marshal McLuhan, then naturally wearable technology can be employed as an exention of our sensory system. The assistive scarf, developed by industrial design students Mayo Nissen, Filippo Cuttica and Li Bian at CIID, augments vision for the visually impaired. The scarf is a high tech alternative to the traditional cane. Using ultrasonic sensors, it detects objects in the pathway similar to a cane. Additionally, it is designed with vibrating motors positioned near the neck to communicate proximity and direction of the obstacles. http://www.fashioningtech.com/profiles/blogs/an-assistive-scarf-for

Analysis: this product fits into the wearable technology medical market.

188

Posted by Syuzi on April 25, 2010

Tweet Sleeve From hoodies that update your facebook status to shoes that tweet, designers are fusing wearable technology with the two social networking darlings, Facebook and Twitter. The latest project I discovered is the Tweet Sleeve by Vanessa Sorenson. The tweet sleeve is a wearable that visually displays the moods of your twitter stream on your garment. If you've been sending out angry tweets, the LEDs on your sleeve will radiate red. If your spirits suddenly brighten, the colors will shift to a "happy" green. The project was intended as an exploration on "how social networking, more specifically Twitter, can demonstrate personalities in the real world via the virtual world." I suppose there are algorithms that can successfully decipher your "mood" or "emotions" through scanning text. Google did once suggest a link to me "are you in a BAD relationship" when it scanned an angry email from a "friend" in gmail. It cracked me upâ&#x20AC;Ś google was right. I wonder what the mood status would be for the twitter feeds of all your "friends"? You would quickly know if you're following a pessimistic or optimistic crowd. So next time you tweet, check your tone. Your sweatshirt may just remind you that you need to smile once in a while. http://www.fashioningtech.com/profiles/blogs/tweet-sleeve

Analysis: more similar to the types of products that will be developed for the new line, in terms of linking products to social media.

189

Posted by Syuzi on February 1, 2010

Twitter Dress at Grammys Wearable tech hits the red carpet at the Grammys with Imogen Heap's Twitter Dress. The dress is once again thanks to Moritz Waldemeyer who most recently developed Rihanna's laser outfit for the American Music Awards performance. Imogen Heap's Twitter Dress, which has its own twitter feed, is designed with a flexible LED collar that displays messages and pics sent to her by her fans in realtime using the hashtag #twitdress. The messages scroll across the collar while the images are displayed on her Fendi handbag. The Fendi Bag itself contains the iPod touch that was programmed to receive fans messages and display the photos on the bag itself or send the text messages to be displayed on the collar. The dress was a way for Imogen Heap to connect with fans and let her fans accompany her on the red carpet. BTW, if you haven't heard, Imogen Heap, won an award for Best Engineered Album. http://www.fashioningtech.com/profiles/blogs/twitter-dress-at-grammys

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Posted by Syuzi on January 12, 2010

Microblogging Sneakers Tweet Every Step You Take We've had plants that tweet ; unborn babies that tweet ; and even our power consumption can be tweeted. Rambler, developed by Ricardo Nascimento and Tiago Martins, is the latest object that has been imbued with the potent power to tweet. It is a pair of ordinary sneakers embedded with a sensor that detects when the wearer is walking. Literally every step you take is tweeted as the word "tap" or symbol "." depending on the pressure of each step. If you want to follow Rambler, here is a link to Rambler's Twitter account. The project itself is a cheeky criticism of the desire to share mundane and "useless" information in the tweetosphere. Personally I kinda wish my shoes would guilt tweet me into getting up from my desk more often throughout the day. "syuzi hasn't left her computer in 5 hours…" Hmm… it might work… http://www.fashioningtech.com/profiles/blogs/microblogging-sneakers-tweet

191

Posted by Syuzi on August 24, 2010

Kicks that auto-check you into Foursquare For those of you yet to condition yourself to immediately check in upon arrival to a restaurant or dive bar, Casey Halverson may have the perfect shoe hack for you. Halverson has hacked into the Nike+iPod sensors to create a pair of kicks that auto-check you into Foursquare. Currently his system is limited to only a few venues, but he aims to link it up to something akin to stumble.to— enabling you to automatically check-in and update your whereabouts on any social network. Locative technologies easily slip into the creepy zone but hey if I were Disney and had a controlled theme-park, maybe I could create a game where people can check-into "it's a small world"… just an idea. Been on the gaming kick lately... http://www.fashioningtech.com/profiles/blogs/kicks-that-autocheck-you-into

You don’t know a person until you’ve walked a mile in their shoes. Well, what if your shoes know exactly how many miles you’ve walked, places you’ve been, and trips you’ve taken and is willing and able to share that information with the world? Will everyone know you then, or is it just a creepy form of surveillance? Check out Foursquare Kicks, a pair of kicks that autocheck you into locations on Foursquare to help you rack up cred you would otherwise have forgotten to plug into your iPhone. Halverson hacked the Nike+iPod sensors on a Nike athletic shoe (used to track the BPM of your running or walking pace and sync it to songs that match that beat on your iPod) to make the sensors sync with Foursquare instead, using locative devices to enhance the technology and make it smarter. Casey Halverson, designer of this shoe, is still working out the kinks, but the question is how do you really feel about publicizing every step you take? http://anewdayswork.com/2011/07/foursquare-kicks-2011/

192

OVERVIEW: Wearable technology is taking shape inside and outside of the fashion industry and there are increasingly many developments in the field. This indicates that it is concept that has longevity and relevance and will become bigger as more and more designs within the field develop. IN TERMS OF MY PROPOSOL THE PRODUCTS CURRENTLY ON THE MARKET ARE MORE GEARED TOWARDS THE SPORT AND MEDICAL INDUSTRIES ASWELL AS CONCEPTUAL DESIGNS. THE AIM IS TO MAKE WEARABLE TECH MORE PROMINENT IN THE FASHION INDUSTRY IN A COMMERICAL WAY, AND A WAY WHICH INCORPORATES SOCIAL NETWORKING.

9. PROPOSED PRODUCTS

193 THE BLOGGERS BACKPACK: ABOUT THE PRODUCTS THE CONCEPT Product description: The winning project, called Blogging In Motion, combined a camera, a handbag, a pedometer and the Flickr API to create a device that takes a picture after every few steps and then automatically blogs those pictures. The device was created by Diana Eng, Emily Albinski and Audrey Roy, pictured to the right along with the device.http://techcrunch.com/2006/10/01/all-women-team-takesyahoo-hack-day-top-prize/ The â&#x20AC;&#x2DC;Blogging In Motionâ&#x20AC;&#x2122; purse has GPS wired to a basic stamp (microcontroller) which counts the steps. Once 20 or any free selectable amount of steps are taken a connected cell phone takes a photo. 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 at your blog and trace back through your steps by viewing photos of where you have been and their locations. Two brilliant concepts which could be expanded with the functionality smart-phones and new services like Twitter offer today. Imagine your clothing or bag can assist you in giving live, real time updates on your social networking sites wherever your are and whatever you do. No need to stop your busy life to type a quick Twitter message or spend time to upload your latest, greatest discoveries to Facebook http://www.talk2myshirt.com/blog/archives/1630

Analysis- Product has not been developed for sale yet, it is just a prototype but there is scope to introduce this kind of product to the youth market

Video stream sunglasses: ABOUT THE PRODUCTS

194

The concept Zion eyez: The latest innovation in personal video recording technology. Eyez embeds a 720p HD video camera within a pair of eyeglasses designed to record live video data and take pictures. The recorded data can be stored on the 8gb of flash memory within the Eyez glasses and transferred via Wi-Fi/Bluetooth or Micro USB to a computer, or wirelessly transferred to most Iphone or Android devices. After a one-time download of the eyez, Smartphone and tablet app users can wirelessly broadcast the video in real time to their preferred social networking website. Currently the most popular way to record mobile video is via Smartphone or digital camera. However while the online social networking platforms are excellent for receiving the video, physically recording the video remains problematic. Many video streams are short because its uncomfatable for users to continuously hold their cameras up for longer than a few minutes. The sunglasses look like any other pair of sunglasses, but behind its deceiving appearance is a 720p HD camera embedded into the front upper frame. The on/off switch is hidden in plain sight as the ZionEyez logo and an HQ microphone is slyly placed in the temple armâ&#x20AC;&#x201D;completely unnoticeable. There's a Micro USB charging and data transfer port located on the arm, 8GB of flash memory, and a 350 mAh lithium ion battery all hidden within the frame. It's Blutooth 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 favorite social networking sites. This makes it similar to the Gaga Glasses, since you are displaying a video view of what you see, only you control who sees it rather than getting creepy looks from passersby on the streets. http://articles.businessinsider.com/2011-06 21/tech/30052810_1_video-view-socialnetworking-sites-polaroid#ixzz1eudgOSvh

Analysis: supreme will have to license this product from the company zioneyez who hold rights to the product. Of course the design will be altered in line with the supreme brand identity.

195 Solar panelled charge backpacks: ABOUT THE PRODUCTS The concept Fashionable bags with an environmentally friendly double use! Echarger’s Solar Bags are the latest energy efficient fashion accessory. These bags, available in a range of styles, are spacious, waterproof and hardwearing; suitable for all types of activities and perfect for travelling. And what’s more, they have an eco-friendly secret... Solar Bags are fitted with powerful solar panels that soak up the sun’s rays and store the energy in a battery, ready to use for charging any mobile device in an emergency. The stored energy stays put for up to three months, so even when the sun’s not in the sky, you can still rely on your environmentally friendly power supply! Imagine storing energy as you travel, ready to use just at the moment when you need it most. Maybe your cell phone has gone flat, or you are facing the most stunning view you’ve ever seen and your camera battery gives up. What do you do when you are miles from the nearest power supply? Easy! You turn to the power in your Solar Bag!

http://www.echarger.co.uk/solarbackbags.html

Analysis: Wish to produce supreme versions of these bags with more fashionable elements and also rather than focus on the environmental benefits, take advantage of the growing trend towards needing to be connected.

196 E-CHARGER SOLAR BAG: MARKET PRICING

From left to right: Infinate x Apple bag £129/ Ralph Lauren bag £800 / E-charge.co.uk bag £35 pounds: THESE BAGS ARE ALL PRICED AT DIFFERENT ENDS OF THE MARKET AND PROVES THAT THIS PRODUCT CAN BE MADE FOR AS LOW AS £35 (WITH A BASIC DESIGN)

10. Financial information

197

Bloggers Backpack: COST OF PRODUCTION, SALES VOLUMES & PROFIT (ESTIMATED) RETAIL SELLING PRICE - £190 - £300 ( Lower end of the scale represents a more basic design backpack and the higher end of the scale represents a more premium limited edition product. PRODUCTION COSTS (APPROX) The bag - £15- £25 per unit ( £15 for basic design and £25 for premium design) The camera – Approx £30 per unit Additional costs - £30 per unit COST OF PRODUCTION V SELLING PRICE:

£190 (Selling price) - £75 (Cost of production) = £115 £300 (Selling price) - £85 (Cost of Production) = £215 SALES VOLUME FOR THE BASIC DESIGN (ESTIMATED)

£115 X 1,000 (units sold) = £115,000 SALES VOLUME FOR THE PREMIUM DESIGN (ESTIMATED) £215 x 350 (units sold) = £75,250

= 115,000 + 75,250 = £190.25

198

Hd video stream sunglasses: COST OF PRODUCTION, SALES VOLUMES & PROFIT (ESTIMATED) THE COMPANY ZION EYEZ WHO HOLD THE RIGHTS TO THIS PRODUCT ARE SELLING AT A RETAIL PRICE OF £92. estimated unit price - £25 ESTIMATED COST OF LICENSING THIS PRODUCT FROM ZIONEYEZ - £50 PER UNIT

ADDITIONAL COST OF ALTERATIONS TO THE PRODUCTS DESIGN PER UNIT- £15

SELLING PRICE OF THE PRODUCT FOR THE SUPREME BRAND - £200 COST OF LICENSING V SELLING PRICE. £200 (Selling price) - £75 (Cost of production) = £135 SALES VOLUMES FOR THE GLASSES (ESTIMATED) £200(Selling price) X 1,000 (units sold) = £135,000 TOTAL PROFIT FROM SALE OF THE GLASSES = £135,000

199

SOLAR PANELLED BACKPACK: COST OF PRODUCTION, SALES VOLUMES & PROFIT (ESTIMATED) RETAIL SELLING PRICE: £85 - £200 ( Lower end of the scale represents a more basic design backpack and the higher end of the scale represents a more premium limited edition product. Selling price is based on research on market pricing for this product. Prices Start as low as £35 for a basic non-banded solar backpack and go up to £800 For the most expensive version currently on the market.

PRODUCTION COSTS (APPROX) £15 - £35 PER UNIT (ESTIMATED) COST OF PRODUCTION V SELLING PRICE: £85 (Selling price) - £15 (Cost of production) = ££70 £200 (Selling price) - £35 (Cost of Production) = £165 SALES VOLUME FOR THE BASIC DESIGN (ESTIMATED) £70 X 2,000 (units sold) = £140,000 SALES VOLUME FOR THE PREMIUM DESIGN (ESTIMATED) £165 x 600 (units sold) = £99,000

= 140,000 + 99,000 = £239,000

11. Consumer research

202

203

Thomas Pham is a aspiring musician from the UK and 1/3 of the band commonlove. He has his own blog, twitter and using these social media platforms to promote his music and express himself. He is also heavily involved in the street wear fashion market, working with up and coming street wear brands and posting reviews, updates and latest purchases on his blog

206

207

He is an aspiring musican and uses his blog/tumblr to promote express and share his inspiration. From music to fashion.

208

209

210

Hardworking musician within the Underground urban music scene and owner of t-shirt label sweetspace9. uses his website, twitter and youtube to update on the latest information on his music and life.

12. Marketing research

211

http://www.psfk.com/2011/12/hugo-bosscreates-online-video-interview-series.html

Analysis: with the viewing of video content online increasingly growing, brands will start to look at this is order to engage with their customer or use it in a way to create an even richer brand experience.

212 by Larissa Bannister, Campaign, 14 September 2006

Adidas targets avatars with shop in Second Life - Adidas is to become one of the first global brands to create a presence in the online virtual reality world Second Life. Adidas, which merged last year with Reebok, has bought centrally located land on www.secondlife.com, the site that is becoming the latest online phenomenon. As part of an initial Adidas campaign, devised by Isobar and Rivers Run Red, the brand will build a shop on the site to support the launch of its new, extra-bouncy A3 Microride trainer. Users of Second Life will be able to buy virtual trainers that give their avatar characters extra bounce within the games. The shoes are likely to cost around 100 Linden dollars (the Second Life currency) -- the equivalent of their actual US$ retail price. In the future, users may be able to buy real-life trainers through the virtual store. Adidas has also created a "bounce floor" where people can try out the extra bounce before they buy. http://www.brandrepublic.com/bulletin/brandrepublicnewsbulletin /article/592537/adidas-targets-avatars-shop-second-life/

Analysis: secondlife is a great way for a brand to interact with its consumers virtually. Its also a great way to build a community and so in this sense brands who are lifestyle brands can especially capitalise on this opportunity.

213 Gucci Launches Transparency Campaign With Its Artisan Corners By Alice Chan on December 14, 2011

Gucci celebrates its 90-year anniversary by setting up a pop-up workshop around the world as part of its new marketing campaign. Dubbed The Artisan Corner, the retail campaign transports the craftsmanship of Gucci’s Florentine leather goods factory directly to a Gucci store. So far, the event has traveled the globe, including Japan, the U.S. and Europe. Most recently, Gucci flew in artisans to both Mumbai and New Delhi to give fans a demo of how they hand-make Gucci’s iconic bags. Videos, mood boards, and sketches provide enthusiasts with fascinating insights into the development of the products as they evolve from the drawing board to a finished product The Artisan Corner display also includes custom work tables, a sewing machine, a leather stand, and metal tools. Artisans hand-stitch handles, assemble bamboo handles, prepare leather strips for woven stitching and hand emboss customer’s initials during the events. via PSFK: http://www.psfk.com/2011/12/gucci-launchestransparency-campaign-with-its-artisancorners.html#ixzz1heDxwq3W

ANALYSIS : ALLOWING THE CONSUMER TO EXPERIENCE THE PRODUCTS IN AN AUTHENTIC WAY IS GROWING INCREASINGLY IMPORTANT. ASWELL AS BUILDING A BRAND WITH ROOTS AND HISTORY. THE OVERALL ABILITY FOR CONSUMERS BEING ABLE TO WITNESS OR BE A PART OF THE PRODUCTS IN NEW INTERACTIVE WAYS

214

Marc Jacobs 'MarcFam' Campaign Wants Fans to Post Pictures If you love Marc Jacobs, you’ll get your chance to show it—and be rewarded—with the Marc Jacobs ‘MarcFam’ campaign. The Marc Jacobs ‘MarcFam’ campaign is a social media project that asks the fashion designer’s online fans to share holiday photos or photos related to Marc Jacobs, which will be uploaded to an online photo album on the Marc Jacobs website. To have your photo uploaded, you just have to tag it with #MarcFam on Instagram, Twitter or in a Foursquare check-in. Then, if your photo gets top votes from online users, you’ll win some sweet Marc Jacobs products. A slew of photos have already been added to the Marc Jacobs site. According to Daniel Plenge, the digital and social master at Marc Jacobs, “For the holiday season, we wanted to connect with people by making a collage of images in a fun and easy way.” http://www.trendhunter.com/trends/marc-jacobs-marcfam

Analysis: DEMONSTRATES THE GROWING USE FOF USER-GENERATED CONTENT AND THE IMPORTANCE OF INTERACTING WITH YOUR CONSUMER IN MORE MEANINGFUL WAYS AND LETTING THEM KNOW THEY ARE IMPORTANT TO THR BRAND AND THEIR OPINIONS ARE VALUED.

215

Analysis: AGAIN THIS DEMONSTRATES A SHIFT TO CONSUMERS WATCHING CONTENT ONLINE AND THE NEED FOR BRANDS TO ADAPT TO THIS TREND. EVEN LUXURY BRANDS ARE NOW DOING WEB VIDEOS/SHOWS. Luxury Bag Brand Promotes Its Collection With Web Series By Emma Hutchings on December 2, 2011

The French luxury brand Longchamp Paris has launched an online drama this week set at a fictional fashion magazine. Heels is being streamed exclusively on SoFeminine over the next five weeks. The seven-part series, created by The Makers Entertainment, follows a young fashion editor at Shine magazine and her antagonistic relationship with the new editor-in-chief. The web series advertises Longchamp’s new collection of bags and doesn’t show the faces of the actors. The brand wants their bags’ design and colors to provide identities for the characters. Marie-Sabine Leclercq, the international communications director for Longchamp, said:

This collaboration is the ideal way for the brand to communicate its collection throughout the fashion world. http://www.psfk.com/2011/12/luxury-bag-brand-promotes-its-collection-with-web-series.html

216

Posted on October 14, 2011 by JamesHay

Where is everyone? How location based marketing is shaping up for 2012 With social networks such as Facebook Place, Foursquare and Twitter all integrating location data more heavily into their services, a gap in the market has appeared for managing marketing campaigns on these networks. Say hello to Geotoko. In the last few days Hootsuite announced that they have acquired the geosocial tool. A location based marketing and analytics platform. With Geotoko you can get real-time data from your campaigns, launch giveaways, track users through its heatmap function, track checkins, comments and photos. Hoosuite CEO Ryan Holmes stated â&#x20AC;&#x153;Geo-location will be the hotpoint addition to every savvy marketerâ&#x20AC;&#x2122;s mix in 2012 and beyond,â&#x20AC;?. Marketing tools are developing quickly and are becoming much smarter. Relevance is the aim of the game for marketers in 2012, particularly for offline campaigns. Where is my target audience right now? Which street are they on? What shops have they been in? Where are they heading? A world of possibilities for advertisers has opened up thanks to advances in smartphone technology and the data that Twitter and Facebook are acquiring. http://blogs.fasthosts.co.uk/2011/10/where-is-everyonehow-location-based-marketing-is-shaping-up-for-2012/

217

Matthew E. May December 29, 2011

6 Important Marketing Trends to Watch in 2012 The photo's the thing. It's true: a picture's worth a thousand words. Over 90 billion images have been uploaded to Facebook. The ultra simple app Instagram is experiencing exponential growth, and even behemoth GE used it to post "behind the scenes" photos of manufacturing plants and distribution channels to foster a sense of consumer intimacy and authenticity. According to Russ Meyer of Landor, "Brands that can harness these emerging social behaviors to their advantage, much the way American Express did when it partnered with Foursquare to offer special deals, will see breakthroughs in their relations with the public. To be successful in 2012 and beyond, brands will have to follow the trail blazed by consumers in regularly sharing relevant images online.â&#x20AC;&#x153;

Creativity takes center stage . According to Landor, the burning question for 2012 is this: How can companies rapidly and efficiently infuse innovation across their entire culture, capitalize on the new ideas they spawn, and create value for customers and equity in their brand? "It's no longer enough to move the line," states Landor's Allen Adamson. "Companies must reinvent it. For example, Uniqlo has taken the basic Gap formula and made it better, more fun and more edgy. This trendy Japanese retailer, with its amazing new flagship store in New York, can make anyone look cool, and for a very cool price." The implication is that if your company's DNA doesn't carry the gene for nimble creativity, you may not make it to 2013. You can read the full article here. What might the potential impact of these and other emerging trends be on your business? How will you respond in 2012? http://www.openforum.com/articles/6-important-marketing-trends-to-watch-in-2012

13. Branding theory

218

Viewpoint (Issue 28) journal notes Off the cuff: The wrist computer- laptops and tablets offer ease but they are less portable (Eurotechs Zypad wrist computer). Initially aimed at rescue and emergency services, it is more powerful than the latest generation of watch phones from the likes of LG, Phenom, Samsung etc. These devices are largely dismissed as novelties but they are merely ahead of their time. The more hands free-wearable technology allows the better Technology means tribes- (Viewpoint mag page 38) The huge success of social media sites such as Facebook, LinkedIn & Twitter often leads to suggestions that modern communties are not found online. Yet as the internet and social media become incorporated into our social, professional and provate lives, online communities are more likely than ever to meet at real-world events. New proto-communities of likeminded â&#x20AC;&#x2DC;tribal individualsâ&#x20AC;&#x2122; are brought together via online networks. Online and real world activities become blurred and shared interests coalesced online are shaping communities off-line.

219

â&#x20AC;&#x153;Brands need to find some kind of dynamic role in this world, to behave based on a set of active principles suites to a state of perpetual motion. They must act like verbs and do things in this space rather than exist as pssobe, descriptive nouns. A verb expresses action, describes an active state of being. Active brands are little engines of culture, creating it, transforming it and constantly working with the flow of it. â&#x20AC;&#x153; -Extract from Brands and Branding

220

Progressive companies are seeing this shift from control as an opportunity to recruit consumers to help design their next generation of products and express themselves creatively through the brand at the same time. -Extract from Brands and Branding

221

There is something missing, a new thing comes along and addresses that need, and a movement arises. Part of the energy that makes “cool” is from the novelty of it‟s newness, the fuel of creativity as people discover it, interact, and add to it. But somewhere at the root of the movement is…need. – Mark Lewman creative director of CoolBrands (Via BrandHi-Jack book)

222

Be a verb not a noun- brands need to find active roles to play in their constantly agitating environment and generate a stream of innovations that connect with the passions of their communities - Extract from Brands and branding

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BY BIANCA HAMMOND 2012