MARKETING, DESIGN & C O M M U N I C AT I O N S
Beckie Goodall | 2020536
About A private, family-owned business. FOUNDED IN THE 70s AS A MENS SHOE BRAND, REIMAGINED AS THE BRAND IT IS TODAY IN 1993 "Dedication, craft and the underlying love for a great looking shoe" In-house design Women's, men's & unisex shoes and accessories Across 40 markets worldwide in multibrand stores, physical stores and online Key markets: Scandinavia, Germany, UK, USA, And Russia
Vagabond Today • Sustainability is at the heart of the brand (Vagabond, 2021) • Loss of sales during 2020 according to annual reports, from approximately 2million pairs of shoes/year in 2019 to 1.5m in 2020 (Vagabond, 2020; Vagabond 2021) • Having a passion for fashion is also equally important to VP Marie Nilsson Peterzén (Hughes, 2019).
SWOT STRENGTHS • • • • •
Original in-house design Existing customer base Sustainability efforts Brand identity Online community
WEAKNESSES • • • •
Brand awareness outside of Scandinavia and Germany Not as sustainable as they could be Relatively low social media following 2020 drop in sales by approx. 25%
OPPORTUNITIES • • •
Expand use of social channels, following and community engagement Take sustainability efforts further and use this to market products Increase brand awareness through marketing activities
THREATS • • •
Competitors Making sure sustainable efforts can’t be negated through ‘greenwashing’ Growing beyond supply capabilities
Brand Positioning
High Price
Fast Fashion
Slow Fashion
Low Price
Market Insights
Ahead when it comes to sustainability/price margin •
“sustainability to us isn’t just about doing one thing and leaving it at that, it’s about making a lot of small changes that impact the company across its entire supply chain” (Nilsson Peterzén quoted by Hughes, 2019)
•
Sustainability is an increasingly important consumer value and competition is growing across all markets. Sustainable production often comes with a higher price-point, Vagabond’s approach has meant that their prices have stayed steady and relatively affordable (Moriarty, 2021a; Graci, 2021))
Big potential to increase brand awareness •
Outside of Scandinavia and Germany brand awareness can be significantly increased. This was named as the reason why the brand’s first UK shop failed in Kingston (Hughes, 2019).
•
If brand awareness is increased, particularly in the secondary key markets of the USA, UK and Russia, this will pave the way for any boutiques Vagabond may want to open in the future.
Tap into popularity of Scandinavian style • `For the last few years Scandinavian style has grown in popularity and influence globally, with brands like GANNI and Acne Studios gaining popularity due to their effortlessly cool pieces (Henderson, 2021). Vagabond is in the perfect position to capitalize on this trend.
Consumer Insights Willing to pay for quality
Consumer Profile
priorities. In the UK 65% of consumers think it is worth paying
Lisa
more for better quality, and this sentiment of ‘quality over
•
The COVID-19 pandemic has seen consumers reassess their
quantity’ is seen throughout Europe (Moriarty, 2021b).
Transparency is key
cusp •
Mid-level income, lives in a city
•
Enjoys fashion and trends but also wants to make more conscious
Vagabond is doing well when it comes to sustainability, however,
purchase decisions and buy
consumers want to see transparency when it comes to these
investment pieces that will last
claims due to the increase in greenwashing in recent years as sustainability has become trendy (McDermott, 2021).
Mid-twenties, Millennial/Gen-Z
•
Sustainability is important and she is concerned about the future of the planet
Online community
•
Vagabond’s existing customers have the potential to become a strong online community, on Instagram the brand is tagged in numerous posts everyday by fans of the brand sharing how they style their Vagabond shoes and accessories.
Openness to be educated further on these issues
•
Uses TikTok, Pinterest and Instagram daily
Marketing Mix
Suggested brand message: “Style, quality, craftsmanship, for now and for years to come”
Product
Price
Place
Promotion
Showcase the products from
Justify the higher price-point
Use Point of Sale informational
Balance between informative
the consumer’s perspective
through brand message. Be
marketing material about the
content about sustainability
with a community-focused
transparent about where the
brand and its sustainable
and craftmanship, along with
social media campaign:
price comes from through the
efforts in-store and at the
inspirational style content
“when I wear Vagabonds”.
materials and craftmanship.
multi-brand stores where the
showcasing the shoes and
brand is sold across the world.
accessories through brand
Out of home to spread
imagery, collaborations and
awareness amongst general
user-generated content,
public.
Recommendations/Strategy Content Creation Campaign •
“When I wear Vagabonds” campaign – create imagery and video content, collaborate with influencers and share user-generated content to interact with the existing Vagabond community and grow it further.
Transparency & Messaging •
Build awareness of sustainable efforts whilst also being fashion forward. Quality and craftmanship as a brand priority.
•
Increase transparency with behind-the-scenes content from the brand to
New Social Media Channels
show how the products are made. •
Show the brand to be inclusive by increasing body-diversity amongst
•
Create TikTok and collaborate with creators on the platform. This could also be an opportunity to experiment
models and influencers in imagery.
with livestreaming and shoppable content in the future. •
Establishing a Twitter account will be useful for feedback and consumer interactions.
Showcase New Products •
Spread awareness of the variety of products available through marketing.
•
Bags currently are not showcased much, if at all, on the brand’s social media.
AIDA for “when I wear Vagabonds” campaign AWARENESS
INTEREST
DESIRE •
•
•
•
Building awareness of
•
Sharing user-generated
the brand and its values
content for the campaign
is a key goal.
will encourage organic
Do this through
consumer engagement
increased interaction
and spread awareness
with consumers on
amongst their individual
social platforms.
communities.
Also use out of home
•
Using Email marketing
advertisements on
will also reach
billboards showcasing
consumers who may not
imagery from the
follow the brand on
campaign.
socials yet.
•
Showcasing the
ACTION •
The main call-to-action
customers and the brand
will be tagging the brand
as a place for community
and sharing the hashtag
will attract like-minded
#WhenIWearVagabonds
people to discover the
across social media in the
brand.
hope that they will be
The other key messaging
featured and to connect
of the brand offering
with other fans.
unique, good quality and
•
In conjunction, the
sustainable products at a
sustainable messaging
reasonable price will
which will teach
further educate and lock
customers more about
in new customers.
this side of the brand.
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Research notes Initial ideas: -
Utilise Swedish heritage through Scandinavian influencers Create strong influencer relations Be transparent and show how the company is getting increasingly sustainable Chunky shoes are in – this is what Vagabond does best
About the brand: “a contemporary success story based on dedication, craft and the underlying love for a great looking shoe. The inspiration is drawn from anything from architecture to film, but above all from all the interesting people crossing the roads of Vagabond. Each collection is about every day style with a lot of attention paid to harmonies, sustainable quality and the details that count.” (Vagabond, n.d.) “Vagabond is one of Europe’s leading fashion shoe brands, with our own in-house sourced production and with display in concept stores, shop-in-shops and carefully selected multibrand stores world-wide. The Vagabond Shoemakers design studio, which also includes a full-size prototype production workshop, is located at the global head office in Varberg, Sweden. There are 500 Vagabond’s around the world working at the head office, in production and in the international sales office.” (Ibid.) “Most of the time you find your Vagabond’s in multi-brand stores, both physical stores and online. Our full range is shown here on vagabond.com and in Vagabond concept stores in selected cities throughout Europe. Here we invite you to the Vagabond world and serve our products with inspiration and important need-to-know facts about shoes and accessories. Our amazing wearers around the globe are our biggest inspiration in everything we do, so welcome to visit!” (Ibid.) The Vagabond Facts: • • • • •
Founded in 1973 2 million pairs of shoes & accessories HQ in Varberg, also in Stockholm, Helsinki, Moscow & New York - Maybe use this as a marketing concept? Offline online, concept stores and multi-brand stores worldwide Own production unit and office in Ho Chi Minh, Vietnam (Ibid.)
Sustainability reports: “2020 we focused on illustrating and breaking down our value chain to better apply the sustainability activities on each company function. Having evaluated, we have agreed that reducing our emissions to air by 50% before 2030.” (Vagabond, 2021:3) Our vision is to have a positive impact on the people and communities associated with our activities and to help to meet the needs of both present and future generations.” (Ibid.)
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2019 sustainability report: “Selling more than 2 million pairs yearly, this company and brand has been successful and stayed solid for many years, and with the intention to keep sustainable business within both new and existing markets for many years to come.” (Vagabond, 2020:4) Vs. 2020 sustainability report: “Selling about 1.5 million pairs yearly, this company and brand has been successful and stayed solid for many years and with the intention to keep sustainable business within both new and existing markets for many years to come.” (Vagabond, 2021:4) Drop in sales from the pandemic! Marketing strategy should aim to reengage those lost customers with the brand, grow brand awareness and maintain loyalty of current customers. Press: “At the beginning we were making very few shoes, mainly unisex ones - and we sold them in Scandinavia and Germany. We then started to make more women's shoes and by the time we moved back to Sweden in 1993, we were producing around 50 percent men’s shoes and 50 percent women’s shoes. Today that’s changed to around 75 to 80 percent women’s shoes.” (Nilsson Peterzén quoted in Hughes, 2016) “Since 2019, Vagabond Shoemakers has also been a member of the Leather Working Group (LWG), and by 2022, it has committed to only purchasing leather from LWG rated tanneries as the leather is produced according to strict environmental requirements and the best existing standard available for the leather industry.” (Wightman-Stone, 2021) “The U.S. is the 30th market where we are launching e-commerce. We sold about 50 pairs [in the U.S.] in 48 hours with no ads turned on yet, so that was a very promising start for us,” said Fleming, regarding the brand’s e-commerce launch last week, which was promoted across the brand’s social media accounts. “We’ve launched in over 15 new markets on e-commerce in the last 18 months.” (Richards, 2019) “While some markets have required new hires and focused marketing efforts, most are within Europe, meaning the company can rely on existing resources.” (Richards, 2019)
Market research: TikTok possibility: “Livestreaming and shoppable video have both increased in popularity and application, with the latest examples from the forward-thinking Chinese market indicating a likely future scenario for how other markets will adopt these trends.” (Perkin, 2020) “The marketing technology landscape is continuing to evolve rapidly and shows little sign of becoming less complex, but it is becoming more interoperable.” (Perkin, 2020)
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Need to be more inclusive and interactive on socials: “A migration towards smaller influencers more deeply in touch with their audiences will shape how brands work in this new era.” (Nova, 2020) – community engagement. “Brands having a point of view will also become increasingly important and, again, working closely with influencers in this way can have a powerful and positive effect. Brands will need to tread cautiously, however, as demonstrated by the recent criticism generated by attempts by some to show their support for Black Lives Matter.” (Nova, 2020)
Brand awareness “What markets are you doing best in at the moment? We are focusing heavily on the UK and US now. Germany and Scandinavia are still our strongest. We started off in Germany, so we are very well known there, and we have steady distribution there” (Nilsson Peterzén quoted in Hughes, 2016)
Nordic style influence “You know London’s creativity from Milan’s heritage, Paris’ classicism from New York’s diversity — but one corner of the world is giving the four major fashion capitals some considerable competition. Enter the Scandi style set.” (Henderson, 2021)
Consumer research: “Consumers are re-evaluating what is important for the future and, in this context, opportunities exist for brands to provide them with the support and guidance they need.” (Moriarty, 2021a) Value: four key Pillars Quality – consumer willingness to pay more for products of higher quality Budget – an understanding of what ‘affordable’ means to different people Convenience – a constant search for things that make life easier Premium – a tendency to purchase the highest quality, or what is positioned as such (Ibid) “Globally 77% of consumers want brands to be sustainable and over 70% would pay a premium of 35% on average, for brands that are sustainable and environmentally responsible, according to the IBM’s Institute for Business Value report.” (Graci, 2021) “Greater transparency — from activities like reports, rankings, and watchdog groups — into what competitors and category leaders are doing to protect the planet and promote human progress through socio-economics. Greater scepticism among customers about companies being ethically responsible in their sourcing, manufacturing, and distribution of products Increased desire on the part of companies to reposition themselves as environmental heroes, change agents, or defenders in a narrative that redirects away from profits” (McDermott, 2021) “How to Legitimize Sustainability Claims 1. Adopt an acknowledged set of sustainability standards and metrics and develop processes to prove performance against them.
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2. Tap existing knowledge bases, such as trade associations, for help in determining which sustainability-related business issues are most relevant in the industry vertical. 3. Develop a baseline of current activities in areas where the company will be making sustainability claims, such as a greenhouse gas inventory, to provide context that makes claims more meaningful. 4. Adopt the Science Based Target Initiative methodology for setting sustainability goals. 5. Incorporate peer benchmarking into business processes for making sustainability claims and setting goals. 6. Use transparency and unique storytelling to communicate sustainability practices and goals to internal and external stakeholders. — M.J.M.” (Ibid.) “Research suggests that six in ten consumers are willing to alter their shopping habits to reduce their carbon footprint and 71% are willing to pay a premium for brands that indicate the traceability of their products.” (Furmidge, 2021) “Most consumers fall into one of two segments: Value-driven consumers, who are primarily concerned with getting their money’s worth and select brands based on price and convenience; and Purpose-driven consumers, who select brands based on how well they align with their personal values and who are willing to “walk the talk” when it comes to sustainability, changing their behaviour, and even paying more for brands that get it right.” (Haller, et. al., 2020:1)
Figure 1. Consumer Drivers
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Figure 2. Generational Values
US: “71% of US consumers would describe themselves as being worried about the environment.” “53% of US consumers agree that buying from ethical brands is a form of activism.” “Consumers will look to brands to go beyond carbon neutrality, and act as catalysts for hyper-local communal action on climate sustainability, urban design, energy use and ease of movement.” (Mintel, 2021) EMEA: UK: “Sustainability will rise as a purchase driver with consumers embracing plastic-free options once the pandemic subsides. The inequalities highlighted around food security will push consumers to embrace more zero-waste lifestyles and rely on brands to ensure they are supporting those suffering from food scarcity.” “65% of consumers think it’s worth paying more for products of a higher quality” Nordic: “61% of consumers are always on the lookout for things that make their lives easier” “Nordic consumers have a new appreciation for thriftiness and frugality, as these can help them save money and the environment. In line with this, they will embrace the idea of conscious consumption as well as minimalism, with slow fashion and making things yourself gaining popularity.” (Moriarty, 2021b)
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Vagabond marketing strategy analysis: Social channels: Instagram – 206k followers Mix of editorial style content and influence collaborations – generally content shot in collaboration rather than just user generated content. Maybe potential to include images of users that aren’t influencers too to create more of a community feel on the platform. There is potential for this from the ‘tagged’ posts section. Considering this is a shoe brand there could easily be more body diversity, which could come from sharing user content. TikTok – no account Definitely a platform to consider. There is a big fashion side to the platform with new creators that Vagabond could collaborate with, with the potential for certain items to go viral and become a fashion staple. There is also a big community of sustainably minded fashion creators so this could be the perfect market to tap into. Facebook – 113k followers There has only been 1 post on Facebook for the whole of 2021. This could be a good platform for posting more shoppable editorial content, making room on other platforms for user content. Pinterest – 938 followers, 558k monthly views Pinterest should not be underestimated – this is a space for fans of the brand to get immersed in inspiration and the story of the brand. Like TikTok there is a big fashion, and sustainable fashion community on the platform. There are a lot of posts from the brand but they could do with being sorted into ‘boards’ so that it is easier for users to navigate. LinkedIn – 4550 followers This should be the space for sharing sustainability efforts in detail. It would be recommendable to post in English over Swedish, or both. These posts can then be picked up by the press. Twitter – no account Although this is not an essential platform it can be useful for getting feedback from consumers and hearing what they want from the brand too. YouTube – 1.31k subscribers Being well utilised for campaign videos and behind the scenes on how shoes are made. Share on other platforms to increase views. Create more up-to-date videos on how the shoes are made and sustainable efforts.
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Other marketing activity: Email 10% off for signing up Generic e-commerce emails such as ‘Just In’ No exciting campaigns or competitions
Figure 3. Vagabond Email
Out-of-home
Figure 4. Vagabond Billboard
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Advertising Magazine ads Digital/social media paid ads Interviews with fashion blogs and digital publications
Figure 5. Vagabond Fall Winter 2011
Figure 6. Digital Paid Ad on Facebook
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Other ideas Customer personas:
Figure 7. Buyer Persona
Marketing mix:
Figure 8. Global Advertising Investment
Strategy Inspiration Brainstorm
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Calvin Klein ‘in #mycalvins’ campaigns
Figure 9. I dance in #mycalvins
Figure 10. I live in #mycalvins
Vagabond ‘tagged’ photos – community
Figure 11. Vagabond Tagged Photos 1
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Figure 12. Vagabond Tagged Photos 2
Interacting more with the existing community will create organic brand awareness growth and increase the loyalty of existing customers as they will feel more valued by the brand.
Word count: 2054
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Reflection Our peer review session was a really helpful and positive experience. I received some useful feedback on my project, and it also gave me a chance to reflect on the work I had done so far. We arranged to do the review over a zoom call on Sunday morning so that we would all have enough time to action any changes before the submission deadline. I think the session went well because within our group the three of us have gotten to know each other quite well by this point so we were able to be open and honest in sharing our work and providing constructive feedback. We took turns sharing our work and then received notes from each member of the group on positive aspects and things that may need to change. I felt this system worked well and it was nice to work in a small group as everyone received the same level of attention and feedback. It was also useful to compare our approaches to the project as we had all chosen very different brands and presented our findings in unique ways. I think we all took some ideas away from each other to implement either in our current projects or in the future. Overall, I received very positive feedback on my ideas, insights, and visual presentation. Things that could be worked on included making sure I finished my referencing throughout the presentation, which I had only partially done at the time and looking at some alternative analysis methods such as the 7Ps and AIDA. I had used SWOT and the 4Ps, however, AIDA was suggested as it would help more with the situational analysis of my project. Although I wish I had perhaps received some more critiques I was pleased with how the session went overall. The first action I will take is to make sure that everything requiring a reference in my project is correctly cited. I have also decided to implement AIDA somewhere within my project. With this being a method I have learnt about recently, I think applying it now will enhance my learning and potentially provide me with some more ideas to add to the project.
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Illustrations – Research notes Fig. 1 IBM Institute for Business Values (2020) Consumer drivers [Screenshot] In: Haller, et. al., (2020) Meet the 2020 consumers driving change. At: https://www.ibm.com/downloads/cas/EXK4XKX8 (Accessed 13/9/21). p. 3. Fig. 2 Haller, et. al., (2020) Generational values [Screenshot] In: Haller, et. al., (2020) Meet the 2020 consumers driving change. At: https://www.ibm.com/downloads/cas/EXK4XKX8 (Accessed 13/9/21). p. 6. Fig. 3 Vagabond email (2021) [Apple email screenshot]. Fig. 4 Patel, G (2018) Vagabond billboard [Photograph] At: https://toad.ai/case-studyvagabond/ (Accessed 23/9/21). Fig. 5 (2011) Vagabond Fall Winter 2011 Ad Campaign [Advertisement] At: https://art8amby.wordpress.com/2011/10/22/vagabond-fall-winter-2011-ad-campaign/ (Accessed 23/9/21). Fig. 6 Digital paid ad on Facebook (2021) [Facebook screenshot]. Fig. 7 Buyer Persona Institute (2014) Buyer persona [Screenshot] In: Schwartz, J. (2021) Turning buyer persona insights into content and campaigns. At: https://www-warccom.ucreative.idm.oclc.org/content/article/bestprac/turning-buyer-persona-insights-intocontent-and-campaigns/en-gb/138747 (Accessed 13/9/21). Fig. 8 WARC Data (2021) Global advertising investment [Screenshot] In: McDonald, et. al., (2021) Global ad trends: ad investment 2021/22. At: https://www-warccom.ucreative.idm.oclc.org/content/article/warc-data/global-ad-trends-ad-investment-202122/138100 (Accessed 13/9/21). p. 5. Fig. 9 Calvin Klein (2016) I dance in #mycalvins [Advertisement] At: https://twitter.com/calvinklein/status/705077261087719424 (Accessed 23/9/21). Fig. 10 Calvin Klein (2016) I live in #mycalvins [Advertisement] At: https://www.dazeddigital.com/fashion/gallery/21357/29/calvin-klein-ss16-campaign (Accessed 23/9/21) Fig. 11 Vagabond tagged photos 1 (2021) [Instagram screenshot] At: https://www.instagram.com/vagabondshoemakers/tagged/ (Accessed 23/9/12). Fig. 12 Vagabond tagged photos 2 (2021) [Instagram screenshot] At: https://www.instagram.com/vagabondshoemakers/tagged/ (Accessed 23/9/12).
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Illustrations – Presentation (in order of appearance) Fig. 1 Vagabond (2021) Model wearing gillian loafer. [Photograph] At: https://www.vagabond.com/gb/jillian-5243-208-20/ (Accessed 22/9/21). Fig. 2 Vagabond (2021) Our stores. [Photograph] At: https://www.vagabond.com/gb/aboutus/our-story/ (Accessed 22/9/21). Fig. 3 Vagabond (2021) Creating a shoe. [Photograph] At: https://fashionunited.uk/news/fashion/vagabond-shoemakers-founder-on-the-past-presentand-future-of-the-swedish-footwear-brand/2019091245231 (Accessed 23/9/21). Fig. 4 Jepsen, S. (2021) The best street style at Stockholm Fashion Week Spring 2022. [Photograph] At: https://www.vogue.com/slideshow/the-best-style-at-stockholm-fashionweek-spring-2022#intcid=recommendations_right-rail-personalized-popularityexperiment_3a1937c0-260b-4cb6-ac59-2c06ddda79e5_popular4-1-static-N50-reranked-bytext2vec1 (Accessed 22/9/21). Fig. 5 Lauvli, T. A. (2021) Woman on bench. [Instagram screenshot] At: https://www.instagram.com/p/CSMt57LD81g/ (Accessed 23/9/21). Fig. 6 Vagabond (2021) @tineandreaa in online exclusive tall boot Blanca. [Instagram screenshot] At: https://www.instagram.com/p/CTtfLWmgLZi/ (Accessed 22/9/21). Fig. 7 Halleraker, G. (2021) Me and my worst enemy, the elevator.. [Instagram screenshot] At: https://www.instagram.com/p/CT0HoWfIADT/ (Accessed 22/9/21). Fig. 8 Adjoa (2021) It may be Autumn but the shorts and shades are here to stay! [Instagram screenshot] At: https://www.instagram.com/p/CTwLFSNKGJ9/ (Accessed 22/9/21). Fig. 9 Vagabond (2021) Over knee Blanca FW Exclusive in dark blue stretch on @karla_alajdi. [Instagram screenshot] At: https://www.instagram.com/p/CTphOTNgeGX/ (Accessed 22/9/21). Fig. 10 Gurung, K. (2021) When work get cancels last minute. [Instagram screenshot] At: https://www.instagram.com/p/CTstVXirr6y/ (Accessed 22/9/21). Fig. 11 Tsydypova, S. (2021) I have been looking for just such boots for a long time. [Instagram screenshot] At: https://www.instagram.com/p/CTwVnPiMK1c/ (Accessed 22/9/21). Fig. 12 Dragsbeak, M. (2021) I want some more. [Instagram screenshot] At: https://www.instagram.com/p/CTsO-g-Jv8n/ (Accessed 22/9/21). Fig. 13 Vagabond (2021) @emmafridsell spotted wearing Blanca in mid-blue stretch. [Instagram screenshot] At: https://www.instagram.com/p/CTq6YSpgbmz/ (Accessed 22/9/21). Fig. 14 Vagabond (2021) Waves. [Photograph] At: https://www.vagabond.com/gb/aboutus/sustainability/ (Accessed 22/9/21).
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References Flock (2021) The sustainable marketer: transforming marketing sustainability, transforming the world. At: https://www-warc-com.ucreative.idm.oclc.org/content/article/bestprac/thesustainable-marketer-transforming-marketing-sustainability-transforming-the-world/engb/138406 (Accessed 13/9/21). Furmidge, L. (2021) How to align sustainability, e-commerce and great user experience. At: https://www-warc-com.ucreative.idm.oclc.org/content/article/warc-exclusive/how-to-alignsustainability-e-commerce-and-great-user-experiences/en-gb/138583 (Accessed 13/9/21). Graci, M. (2021) Disrupt sustainability marketing to become a game-changer brand. At: https://www-warc-com.ucreative.idm.oclc.org/content/article/warc-exclusive/disruptsustainability-marketing-to-become-a-game-changer-brand/en-gb/138683 (Accessed 13/9/21). Haller, et. al., (2020) Meet the 2020 consumers driving change. At: https://www.ibm.com/downloads/cas/EXK4XKX8 (Accessed 13/9/21). Henderson (2021) How to achieve the Scandi look with Ellen Claesson. At: https://www.farfetch.com/style-guide/how-to/scandinavian-fashion-trends-and-clothingbrands/ (Accessed 22/9/21). Hughes, H. (2019) Vagabond Shoemakers founder on the past, present and future of the Swedish footwear brand. At: https://fashionunited.uk/news/fashion/vagabond-shoemakers-founderon-the-past-present-and-future-of-the-swedish-footwear-brand/2019091245231 (Accessed 13/9/21). McDermott, M. J. (2021) Marketing sustainability claims: transparency is key to mitigate risks and avoid embarrassing backlash. At: https://www-warccom.ucreative.idm.oclc.org/content/article/ana/marketing-sustainability-claimstransparency-is-key-to-mitigate-risks-and-avoid-embarrassing-backlash/en-gb/130822 (Accessed 13/9/21). McDonald, et. al., (2021) Global ad trends: ad investment 2021/22. At: https://www-warccom.ucreative.idm.oclc.org/content/article/warc-data/global-ad-trends-ad-investment-202122/138100 (Accessed 13/9/21). Mintel (2021) North America 2021 consumer trends. At: https://clients-mintelcom.ucreative.idm.oclc.org/trend/north-america-2021-consumertrends?fromSearch=%3Ffilters.strategic-topic%3D108%26last_filter%3Dstrategic-topic (Accessed 13/9/21). Moriarty, S. (2021a) Big conversation 2021 – priority shift. At: https://clients-mintelcom.ucreative.idm.oclc.org/trend/big-conversation-2021-priority-shift (Accessed 13/9/21). Moriarty, S. (2021b) EMEA regional 2021 consumer trends. At: https://clients-mintelcom.ucreative.idm.oclc.org/trend/emea-regional-2021-consumer-
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