Contents Page Page 1 - Definitions
Page 2 - Company culture and History Page 3 - Brand basics
Page 4 - Product, price, place...
Page 5 - Customer profile board Page 6 - Brand identity board
Page 8 - Marketing Communications
Page 9 & 10- Further marketing communications Page 12 - Integrated marketing communication Page 14 - Phase 1 conclusion
Page 15 - Phase 2 - creative brief
Page 17 - Creative brief continued
Page 18 - S/S17 target market board Page 19 - S/S17 theme board
Page 20 - S/S17 campaign board
Page 21 - Integrated marketing communications Page 22 - IMC board By Caitlin Anderson
Page 23 - Catalogue board
Page 25 - Promotional activities timetable Page 27 - Campaign conclusion
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PHASE 1
Figure 2
Definitions
Company CULTURE
Brand
Fashion marketing has evolved; it is no longer just about the product and ensuring that the products are in the right place at the right time. It is now all about the ‘brand experience’; they must have services that differentiates them to anything else in the market; creating an emotional meaning to the brand and its products to connect it with the customers to give them an experience. According to Harriet Posner, “A brand is the sum of the tangible an intangible benefits provided by a product or service and encompasses the entire customer experience” (Posner, 2011). However, Jerry McLaughlin says that your ‘brand’ is simply “everything the public thinks they know about your named brand”, people can see the brand but actually the brand only exists is someone mind (McLaughlin, 2011).
Marketing Communications
Sweaty Betty has seven core beliefs, number one being Healthy and fit equals happy. The brand aims to ‘inspire customers to lead active lives’ (Sweaty Betty, N.D), they do this through offering free complimentary exercise classes on site. They believe in ‘doing things differently’, the word masculine has always been associated with sportswear and this is something that Sweaty Betty is changing allowing ‘feminine (to) meet sporty’ (Sweaty Betty, N.D). The company aims to be passionate, and create clothes that will make you look good. Sweaty Betty vows to practice what they preach passing on knowledge and giving out the opportunity for free fitness classes sharing the Sweaty Betty energy and love for keeping fit and healthy, through doing this they earn there place as a reference point for wellbeing. Lastly, they are a brand that recognizes that no one is perfect and just want to be an aid for those who want to lead a healthy lifestyle.
Promotion, which is known as the fourth P of the marketing mix is now known as marketing communications. Mike Easey defines marketing communications as being a process “responsible for communicating with customers in order to inform and satisfy their needs and wants”, the focus of marketing communications is on the consumer and satisfying their needs to inform the benefits of the products (Easey, 2009). MSG states that marketing communications “is the message your organization is going to convey to your market” (MSG, 2016). There are two marketing communication objectives, one to ‘create and sustain demand for and preference for a product’ and the other to ‘shorten the sales cycle’ (MaRS, N.D).
Integrated Marketing Communications
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According to Mike Easey, Integrated marketing communications is where “each and every marketing communication from the organization has the same ‘handwriting’” (Easey, 2009). It is the combination of various communication disciplines to provide ‘clarity, consistency and maximum communications impact’ to the consumer (Easey, 2009). Another source, Laura Lake says integrated communication is “where messages are passed without any disruption and have the best clarity (…) the target audience is the prospective customer” (Lake, 2016). Integrated marketing communication is about the development of a good ‘company-customer relationship’ (Lake, 2016).
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History
Sweaty Betty was founded by Tamara Hill-Norton in 1998, Tamara was inspired by the things she loved best ‘fitness, adventure and fashion’. This can be reflected in the marketing campaigns we see today with them being set in adventurous and inspiring locations such as Iceland where Sweaty Bettys recent campaign was set. Tamara felt a ‘sense of purpose’ to create an active lifestyle that was accessible for others. Tamara saw a gap in the British market with masculine sportswear just not cutting it for the fashionable woman; European and American brands were deigning sportswear with women in mind. She wanted to reinvent sportswear and make it for the ‘fashion-forward’ women (Sweaty Betty, N.D).
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pRODUCT, PRICE, PLACE...
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Product
USP
Sweaty Betty has a range of sports wear products, you can shop products by activity on the website where the products suitable for each activity are put under a sub heading. Sweaty Betty caters for a range of different activities such as yoga, workout, studio, run, ski and snowboarding, swim and Tennis. Sweaty Betty also has a luxe product range of tops and bottoms for those looking to be particularly fashionable.
Sweaty Betty’s ‘signature’ piece is printed leggings with a pop of colour. ‘Seamless-engineered’ products are another thing that sweaty Betty is renowned for; the products sit better on the body and make you look slender (Nilsson, 2014). Sweaty Betty aims for its customer to find ‘empowerment’ through fitness.
Price
The prices at Sweaty Betty are higher than other sportswear brands, this is due to the fact that it is a premium brand and uses up to date technology such as ‘sweat wicking fabric’ (Peterson, 2015). The price of products at Sweaty Betty range from 500 pounds down to 20 pounds depending on what product you are buying. Price varies from activity to activity.
Target Audience
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The Sweaty Betty target audience is all women who want to wear high quality sportswear products to aid them in their activities, however young, old and whatever size. The brand has a conceptual girl called ‘Kate’ who is what they would class their customer as being (Nilsson, 2014). Designers at Sweaty Betty describe Kate as being in her thirties with children; she is a professional woman who has a good job. In an interview with blogger fitness on toast they express how ‘Kate’ eats clean and shops at wholefoods, “She is a aspirational women; she’s who we design our clothes for” (Nilsson, 2014). Although Tamara claims that the brand caters for everyone who wants to be fit and healthy, in campaigns we continuously see one type of girl who customers could perceive as their conceptual girl ‘Kate’.
Place
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Sweaty Betty was founded in the UK; it has over 50 shops in the UK and US. Sweaty Betty opened its first stores within the US in New York City and Greenwich, Conn. Sweaty Betty brings something different to the American market with its punchy prints and ‘quirky styling’ (Luter, C). Sweaty Betty chose New York and Greenwich, as they are similar to London, Sweaty betty is chasing the same customer they have in London (Kansara, 2014).
Customer Profile
Brand Identity
The Sweaty Betty customer is a person called ‘Kate’, she is in her thirty’s and is a professional women (Nilsson, F).
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Kate lives in Knightsbridge, London and enjoys going to luxury resterants and bars with friends and for work meetings.
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• Community • Healthy & Fit • Fashionable •
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Kate is a person who does a range of different sports; she is adventurous making sure that she doesn’t stick to one sport only.
Kate is a buisness women who works in PR, she is a good communicator making her very good at her job. She has a big disposable income. She is very fashion consious and wants to look good at all times including when she works out. Figure 10
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• Knowledgable • Different • Passionate •
Kate uses the Sweaty Betty workout videos as a tool for keeping fit, also attending free classes and running groups. She is very active on social media, following all of Sweaty Bettys channels to keep up to date with the latest sportswear trends.
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Marketing Communications
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Digital Sweaty Betty’s website is one of their biggest platforms for marketing communications, through the website they have a tab for fashion where you can see find all the trends and what founder Tamara has picked from the products. There is also the option to look at lifestyle where you can find information on how work out with sweaty Betty; they have work out videos and the option to book free classes. Here they also show how you can dress like a celebrity with a ‘fit and famous’ option, Sweaty Betty shows what options from their products can be seen reflected in what the celebrities are wearing, making it easy for the consumer to purchase with direct links (sweatybetty). You can also look at #SweatyBetty to see how the products are being styled, giving the consumer inspiration.
Sweaty Betty runs an affiliates program, which you can sign up for on the website; they look for lifestyle, sport and fashion, websites and blogs to join this. As a Sweaty Betty affiliate you post links to banners and advertisement. Through this program you get 3% - 10% commission with each sale made with the affiliate link, they also provide you with newsletters showing collection launches, product stories and promotions (Sweaty Betty). This is a way that Sweaty Betty gets bloggers and websites to promote the brand, bloggers are very influential so by doing this Sweaty Betty can meet a variety of different markets.
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Social media is a huge platform for sportswear brands with it being a place that the consumer goes to daily to receive inspiration for clothes, food and fitness regimes. Sweaty Betty is very active on Twitter, they mainly focusing on product promotion. The twitter account links the consumer to YouTube video campaigns and blogs. They also promote competitions, fitness articles and events they are putting on through twitter (Moth, 2014). People follow the account to get ‘interesting and useful health and fitness content’ (Moth, 2014). The twitter is also used for creating a personal connection with customers, responding to general conversation and customer enquiries. The Sweaty Betty Twitter account has a good balance between promotion and engaging with the customer making it a successful platform.
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Another social media platform that Sweaty Betty uses is Facebook; they post a lot of imagery that can also be found on the twitter account but try to post a variation of content to ensure it is not always the same. The Facebook is not their biggest platform with customer engagement not being as successful as Twitter. Instagram is another social media platform that we see similar content posted on. However, through Instagram they engage with the customer in a different way by reposting images that customers have taken in their Sweaty Betty products. By reposting photos of customers it rewards them and shows the fact that Sweaty Betty is a ‘fitness community’ (Moth, 2014). They use Instagram to post photos from ambassadors as well as images of products and campaign shoots and short videos, using it as a visual platform. Pinterest is another visual platform that they use to show campaigns and inspiration for season, they also post inspirational quotes on this to inspire their consumer. Finally, YouTube is used by Sweaty Betty to post product demos and fitness advice as well as interviews with models, the videos are short clips, which make them more likely to be watched. Sweaty Betty tends to attach links to YouTube
clips along with posts made on other channels. A big marketing communication platform that Sweaty Betty uses is there blog; this is the Centre of its social activity. This has all of the articles and videos that you can find on the other channels, this platform ensures that the Sweaty Betty customer can find all of the valuable information in one place. They are very active on the blogs posting several times per week, they do quick tips and information on events happening within the brand but this is also a place for detailed posts where you can have a look behind the and information on events happing within the brand but this is also a place for detailed posts where you can have a look behind the scenes The main part of the blog is ‘Get fit 4 free’ where they post workout advice, fitness campaigns and give you all the information you need to know on their free fitnessscenes The main part of the blog is ‘Get fit 4 free’ where they post workout advice, fitness campaigns and give you all the information you need to know on their free fitness classes. The blog sticks with the vow founderTamara set out to do, Make the active
lifestyle ‘accessible for all’ (Sweaty Betty, N.D).
Collaborations Sweaty Betty does collaborations with designers, Sports Company’s and organizations to gain credibility, one that they did recently was with CoppaFeel, a charity who raise awareness of breast cancer among young people. They did a post on the Sweaty Betty blog outlining what the charity does, with every sportbra purchased in the breast cancer awareness month one pound got donated to the charity (Sweaty Betty, N.D). Last year Sweaty Betty collaborated with English National Ballet to create rehearsal wear created with an insight from those at the Bal let Company (Sweaty Betty, 2015). This makesthe range very appealing for those who do Ballet as it has been designed with an input from some of the best Ballet dancers in the UK.
Sweaty Betty uses a range of selling techniques; Tamara’s top 10 being one of them. This can be found on the fashion tab on the website, it give you a list of Tamara the founder of sweaty Bettys favorite items, which are 10 completely different items to form a sportswear wardrobe;
this is a good selling technique as the consumer trusts Tamara and her advice. Through the fashion tab on the website and on visual platforms like Instagram and pinterest you can find inspiration; right now on the website you can find the ‘Winter look book’, this shows products and outfits that you can buy for the winter season; this gives you inspiration for how to style the products. By seeing the products and what you can do with them, it makes the consumer more likely to make a purchase and feel guided by the brand. Direct mail & Catalogues The consumer can request to receive the latest catalogue by entering their personal details on the Sweaty Betty Website, the catalogue features new collections, styling advice and exclusive offers; you can also receive the catalogue electronically (Sweaty Betty, N.D). There is a option to sign up for emails from Sweaty Betty on their website main page, if the customer signs up to emails they will receive 10% off their first order. Most people do not like to receive emails from brands so by giving a discount it is good way to get people onto your mailing list and send out notifications regularly, being something that the customers sees regularly in their mailbox.
• Social media • Blog • Collaborations • Selling Points •
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iNTEGRATED MARKETING COMMUNICATIONs
The most recent campaign done by Sweaty Betty is their AW16 campaign, in this campaign we see ‘London meet Iceland’. The collection is inspired by Iceland’s landscape of glaciers, plains and lagoons. The consumer can be inspired through the winter look book on offer through the website, as well as Tamara’s guide to the collection.
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The main platform for the AW16 campaign is the Sweaty Betty website, here you can find all of the marketing communication for the campaign in one place. There are details on behind the scenes of the campaign and inspiration for the consumer with catwalk
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looks, the winter look book and CEO Tamara’s top picks from the collection. Leading of from the full detailed campaign on the website Sweaty Betty practices Integrated Marketing within all of its Social media platforms; through the use of Twitter, Instagram and Facebook we see the AW16 collection reflected across each Sweaty Bettys Facebook does not engage very many customers, with the twitter page being the main destination with the most followers. Twitter is a platform that the customer can get a much more personal experience from with connections being made with the customer by retweeting posts made about the AW16 campaign.
Although the campaign is is reflected within the social media platforms the website is where all of the integrated marketing for the campaign comes together, and where the customer is always referred to find out more information and get the full picture as from the website you can show the looks directly. Sweaty Betty also has integrated marketing through store visual merchandising, especially in window displays. There are connections though campaign images and products seen in the store windows, on social media platforms and in Sweaty Bettys blog. This creates a memorable brand image for the consumer in store and virtually online.
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Conclusion
To conclude, looking at the AW16 campaign, Sweaty Betty uses a wide range of integrated communication with the website being its main platform. AW16 along with previous seasons features the conceptual girl that they have created throughout all of their campaigns. Sweaty Betty wants to be an “aid for those who want to lead a healthy lifestyle� (Sweaty Betty), using this quote as a starting point for phase two I am going to be doing a summer 2016 campaign focusing on the diversity of the brand as I feel this has not yet been represented within campaigns and is something that should be explored.
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PHASE 2
S/S 2017
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Creative brief
I propose to do a S/S 2017 campaign based on diversity, using it as an opportunity to bring luxury sportswear to all shapes and ages. Sweaty Betty claims that they are a brand for everyone who wants to lead a healthy lifestyle but show no visual marketing communications that support this. I want to remove the conceptual girl ‘Kate’ and create a campaign that will inspire the plus size and older market that they can wear luxury sportswear and lead the Sweaty Betty lifestyle. Sweaty Betty sizes currently range from S (6) to XL (16) showing that they cater for bigger sizes, but do not advertise it. The campaign will be created around the slogan ‘EveryBody #sweatyourstyle’, using the original #sweatyourstyle and making it clear that it is for everyone and every body type that is out there. The campaign is going to be based on 4 generations of family with the daughter, sister, mother and grandmother representing diversity.
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S/S 2017 Target Market
{
“Every-Body #sweatyourstyle”
Sweaty Betty wants to be an “aid for those who want to lead a healthy lifestyle” (Sweaty Betty)
}
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• Plus Size •
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Figure 36 Figure 37 Sweaty Betty is a brand that inspires their customers through their realistic sports campaigns and extraordinary locations. The Campaign that I propose will carry these selling points forward with it being based on a cruise ship. There is going to be a summer theme taking inspiration from a cruise I went on around the Mediterranean with my family. A cruise is a holiday that offers something for everyone so will provide the campaigns with a range of different sporting activities to shoot. The campaign will feature fitness classes, the pool and the fitness track on the top deck of the ship. The cruise ship will provide breathtaking scenery as a background for shoots as well as a range of exotic locations with the cruise stopping of along its journey around the Mediterranean.
• Older Women •
The budget needed for the campaign is going to be medium as it will be shot in various locations and will need a reasonable budget to hire a range of different models as well as paying for the use of a cruise ship. However, money will be saved, as the marketing communication strategy does not contain very much external advertising.
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Figure 41 • Families •
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s/s 2017 SUMMER Theme • Location •
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• Activities •
Swimming pool & flumes
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Run/walking track
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Fitness classes Figure 54
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Figure 45 • Summer colour scheme inspiration •
Ship Gym Figure 47 • Featurered products •
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Prints • Palm trees • Sunset • Elements of summer (water, sand, clouds)
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Swimwear Line
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Best selling printed leggings
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Family = Diversity
S/S 2017 IMC
Intergrated Marketing Communications
The IMC objectives for the campaign consist of using all social media platforms, Instagram, Twitter and Facebook as they cover all target markets. Previously it has been noted that Facebook does not engage very many customers, this is something that will be worked on, as Facebook is popular with the older generation and they are a main target market for this campaign. A range of campaign images will be posted on social media accounts, these will also be reflected with store visual merchandising creating consistency between what the consumer sees online and in store. A promotional activity that will be launched from all social media platforms is a competition called ‘Win a cruise’, where the customer needs to post a picture of themselves wearing the Sweaty betty S/S17 collection and use the hash tag ‘ Every-body #sweatyourstyle’ to be entered. This is a very important activity as it is a good way to get the S/ S17 campaign posted by a range of different customers, across all social media platforms providing the campaign with exposure it would otherwise not receive. The Sweaty Betty blog will be used to release a ‘Get fit in time for July ’ guide, where daily posts will be made giving fitness tips, healthy recipes and a series of workout videos. Social media will support this campaign providing direct links to the blog with teaser clips also being featured. YouTube will be a main platform for this activity, as the series of work out videos will be uploaded here. Catalogues will be produced for the season containing marketing communications about every aspect of the campaign with particular emphasis on the ‘win a cruise’ competition. Along with this, emails will be sent out with exclusive deals and information on where to find out more about the campaign including the competition and information on the June fitness guide; this will enable us to personally reach each customer. Emails will also be sent out including information about family orientated complimentary work out sessions; this will also be a feature on the blog with reminders on social media. The aim of the fitness classes is to get the target market into store and more involved with the brand. A variety of bloggers will be used to promote Sweaty Betty throughout the campaign such as Accidental Icon who is an older blogger and someone who Sweaty Betty follows on all social media platforms, Celine Jane Blog who is middle aged with a family and Tanya Burr who is a younger blogger who does not have the typical athletic body. The use of bloggers will allow the campaign to get exposure connecting with the consumer through people they trust.
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Sweaty Betty COMPETITION TIME! Celebrating the launch of our S/ S17 we will be giving away a trip for 2 on Thompson cruises around the mediteranian! To win, post a picture of yourself wearing S/S17 and caption it Every-body #sweatyourstyle! Competition closes on the 30th of June with a winner being chosen by our CEO Tamara and announced on the 1st of July! 3...2...1...Every-body #sweatyourstyle
Figure 67
COMPETITION TIME! Celebrating the launch of our S/S17 we will be giving away a trip for 2 on Thompson cruises around the mediteranian! To win, post a picture of yourself wearing S/S17 and caption it Every-body #sweatyourstyle! Competition closes on the 30th of June with a winner being chosen by our CEO Tamara and announced on the 1st of July!
Examples of Integrated Marketing across Facebook and Instagram for the campaign competition ‘Win a Cruise’.
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Get fit in time for July with Sweaty Betty’s 1 month Exersise and Eating guide.... #sweatyourstyle - www.SweatyBetty/blog/ exersiseandeatingguide
Get fit in time for July!
Figure 74 1st of June 2017 1 month Sweaty Betty Exersise & Eating guide
S/S17
Figure 72
Examples of Integrated Marketing across the Sweaty Betty blog and twitter for the ‘Get fit in time for July’ guide.
Sweaty Betty 2017 Mailing list
S/S17 is here and so are our new designated family workouts - The first session will be held on the 24th of April so make sure you sign up to secure a place in a store near you today! Find out more about the S/S17 campaign at www.Sweatybetty.com
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“Every-Body #sweatyourstyle” 21
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Sweaty Betty family workout email including the camapaign hashtag and a link to learn more.
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S/S17 Catalogue taster
COMPETITION TIME! Figure 78
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Sweaty Betty is the go to if you want to become more involved in Sweaty Betty, on the blog you can find everything you need to know about Sweaty Betty from competitions to eating and working tips!
Celebrating the launch of our S/S17 we will be giving away a trip for two on a Thompson cruise around the mediterranean! To win, follow out Twitter, Instagram and Facebook pages and then post a picture of yourself wearing S/S17 and caption it Every-body #sweatyourstyle! Competition closes on the 30th of June with a winner being chosen by our CEO Tamara and announced on the 1st of July.
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Tamara’s top ten S/S17 picks,
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Lead the Sweaty Betty lifestyle and get fit with the ‘Get fit in time for july guide’ being relased on the 1st of June.
“Every-Body #sweatyourstyle” Everything you need to know about S/S17... S/S17 is a season all about catering for everyone showing how diverse the brand truly is The campaign features Sweaty Bettys top Mediterranean locations The line features pink blue and yellow...A LOT!
Our legandary printed leggings are back with some summer inspiration!
Get fit in time for July! Figure 84
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Time table of promotional activities (2017)
MARCH
1/3/17 Campaign launch onto website including camapign video, catwalk inspiration. Social media promotes the launch on all platforms.
APRIL
3/4/17 A email is sent out to the mailing list informing the consumer about complimentary family workout classes held in store, which will begin in the last week of april.
MAY
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3/3/17 Visual merchandising in all stores is to be compelted for the S/S17 camapign.
6/3/17 Behind the scenes and tamara’s top picks from the collection are published onto the website and through a blog post.
31/3/17 Catalogue is reased electronically and physical copies are sent out in time for the weekend.
24/4/17 The first family work out class to take place across the country, Sweaty Betty will be teaming up with Innocent drinks to supply customers with complimentary refreshments in store afterwards.
JUNE
1/6/17 Get fit in time for July guide is launched on the Sweaty Betty blog, to be featuered on social media platforms with direct links to the blog.
JULY
1/7/17 ‘Win a cruise’ winner is announced.
AUGUST
1/5/17 All social media platforms launch the ‘win a cruise compeition’ based on the S/ S17 campaign theme.
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30/6/17 The ‘Win a cruise’ competition comes to an end at 12pm.
31/8/17 Campaign finish date.
Reference list
Books: Easey, M. 2009. Page 218. Marketing Communications. [Book] Accessed: 11/18/16. London: Blackwell publishing. Easey, M, 2009. Page 221. Integrated marketing communications. [Book] Accessed: 11/18/16. London: Blackwell Publishing. Posner, H. 2011. Page 128. Defining a brand. [Book] Published: Laurence King Publishing Ltd, London.
Websites: Kansara, V. 2014. Opportunity in Activewear. [Internet] Accessed: 11/7/16. Available from: https://www.businessoffashion.com/articles/founder-stories/founder-stories-tamara-hill-norton-sweaty-betty-seizing-opportunity-activewear Lake, L. 2016. Integrated marketing communication. [Internet] Accessed: 11/18/16. Available from: https:// www.thebalance.com/integrated-marketing-communication-imc-2295501 Luter, C. 2014. Sweaty Betty expands in the U.S. [Internet] Accessed: 11/7/16. Available from: https://www. bustle.com/articles/21070-sweaty-betty-expands-in-the-us-5-reasons-lululemon-should-be-worried
MaRS, 2013. Marketing Communication. [Internet] Accessed: 11/7/16. Available from: https://www.marsdd. com/mars-library/what-is-marketing-communication-marcom/ McLaughlin, J. 2011. What is a brand anyway? [Internet] Accessed: 11/18/16. Available from: http://www. forbes.com/sites/jerrymclaughlin/2011/12/21/what-is-a-brand-anyway/#695db4842aa4
Moth, D. 2014. Sweaty Betty shows how to build a brand around a social community. [Internet] Accessed: 11/9/16. Available from: https://econsultancy.com/blog/65602-sweaty-betty-shows-how-to-build-a-brandaround-a-social-community/
MSG, 2016. Marketing Communications. [Internet] Accessed: 11/18/16. Available from: http://www.managementstudyguide.com/marketing-communications.htm
T
o conclude, the Sweaty Betty S/S 2017 campaign that I propose will put what Tamara CEO Sweaty Betty says into practice taking the quote “no one is perfect I just want (Sweaty Betty) to be an aid for those who want to lead a healthy lifestyle”. Eliminating the Conceptual girl ‘Kate’ and instead having diversity as the image of the brand will allow everyone to feel as if they can lead the Sweaty Betty lifestyle, look good in the clothes and attend Sweaty Betty work out classes becoming loyal to a brand that truly enables everyone to lead a healthy lifestyle.
Nilsson, F. 2014. Interviewing the designers at Sweaty Betty. [Internet] Accessed: Thursday, November 3, 16. Available from: http://fitnessontoast.com/2014/03/02/interviewing-the-designers-at-sweaty-betty/
Peterson, H. 2015. Sweaty betty expensive. [Internet] Accessed: 11/7/16. Available from: http://uk.businessinsider.com/sweaty-betty-is-lululemons-biggest-competition-2015-9
Sweaty Betty. N.D. About us. [Internet] Accessed: 11/7/16. Available from: http://www.sweatybetty.com/aboutus/?change_site=main Sweaty Betty. N.D. Affiliates. [Internet] Accessed: 11/7/16. Available from: http://www.sweatybetty.com/affiliates/?change_site=main
Sweaty Betty. N.D. About Tamara. Accessed: 11/6/16. Available from: http://www.sweatybetty.com/meet-tamara/?change_site=main&#meettamara Sweaty Betty, 2015. Behind the scenes with English National Ballet. [Internet] Accessed: 11/9/16. Available from: http://www.sweatybetty.com/blog/behind-the-scenes-with-the-english-national-ballet-meet-ballerinamadison-keesler-/?change_site=main Sweaty Betty, 2016. CoppaFeel. [Internet] Accessed: 11/9/16. Available from: http://www.sweatybetty.com/ blog/sweaty-betty-x-coppafeel/
Sweaty Betty, N.D. Fit and Famous. Accessed: 11/5/16. Available from: http://www.sweatybetty.com/fit-and-famous/
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Sweaty Betty, N.D. request catalogue. [Internet] Accessed: 11/25/16. Available from: http://www.sweatybetty. com/eu/page/contact_request/ Image Referencing Figure 1 - Balley News, 2014. English National Ballet & Sweaty Betty. [Internet] Accessed: 11/7/16. Available from: http://balletnews.co.uk/english-national-ballet-dance-statement-by-sweaty-betty/
Figure 2 – Aloisi, J. Diary of a workout wardrobe. [Internet] Accessed: 11/7/16. Available from: http://blogs514. rssing.com/chan-10773430/all_p7.html Figure 3 – Gonsalves, R. 2015. Women’s sportswear. [Internet] Accessed: 11/7/16. Available from: http://www. independent.co.uk/life-style/fashion/features/womens-sportswear-from-tackling-a-marathon-to-a-jog-in-thepark-the-right-kit-can-help-10188261.html
Figure 4 – Hill, L. Fitness with guru Simone. [Internet] Accessed: 11/7/16. Available from: http://www.welltodolondon.com/workout-with-californian-fitness-guru-simone-de-la-rue/ Figure 5 – Nevs, 2015. Sweaty Betty AW15 campaign. [Internet] Accessed: 11/7/16. Available from: http:// www.nevsmodels.co.uk/news/sweaty-betty-aw15-campaign
Figure 6 - Moth, D. 2014. Sweaty Betty shows how to build a brand around a social community. [Internet] Accessed: 11/8/16. Available from: https://econsultancy.com/blog/65602-sweaty-betty-shows-how-to-build-abrand-around-a-social-community/
Figure 7 – WickedWeb, 2016. Sweaty Betty. [Internet] Accessed: 11/8/16. Available from: http://www.wickedweb.co.uk/casestudies/sweaty-betty/
Figure 8 – Beach Tomato, 2016. Sweaty Betty to launch stateside. [Internet] Accessed: 11/8/16. Available from: http://www.beachtomato.com/news/sweaty-betty-launch-in-usa/#.WCHhfrQVzzI Figure 9 – College Times, 2016. Kids. [Internet] Accessed: 11/8/16. Available from: https://www.collegetimes. com/life/stylish-kids-put-us-shame-83626 Figure 10 – Evgeniya, 2016. Buisness casual dress code. [Internet] Accessed: 11/9/16. Available from: http:// eledress.com/business-casual-dress-code-women
Figure 11 – Norum, B. 2016. London’s Best Rooftop Bars. [Internet] Accessed: 11/9/16. Available from: http:// londonist.com/2015/04/londons-best-rooftop-bars Figure 12 - Internet Retailing, 2016. Sweaty Betty Logo. [Internet] Accessed: 11/9/16. Available from: http:// internetretailing.net/organisations/rsbe/ Figure 13 – Pavlov, S. Sweaty Betty Logo. [Internet] Accessed: 11/9/16. Available from: http://smilyanp.com Figure 14 – The Telegraph, 2015. Workout. [Internet] Accessed: 11/9/16. Available from: http://www.telegraph.co.uk/sponsored/business/britains-healthiest-company/11852197/sweaty-betty-britains-healthiest-company.html
Figure 15 – Infinite group, 2014. Sweaty Betty. [Internet] Accessed: 11/9/16. Available from: https://www. infinitegroup.co.uk/2014/11/tomtom-bit-sweaty-betty/
Figure 16 – Sweaty Betty, 2016. Leggings. [Internet] Accessed: 11/9/16. Available from: http://www.sweatybetty.com/clothes/bottoms/capris/lavaprint-power-7/8-run-leggings/?change_site=main Figure 17 – Hallenga, M. 2016. CoppaFeel. [Internet] Accessed: 11/9/16. Available from: http://www.gradcornwall.co.uk/node/1021
Figure 18 - Aloisi, J. Diary of a workout wardrobe. [Internet] Accessed: 11/7/16. Available from: http:// blogs514.rssing.com/chan-10773430/all_p7.html
Figure 19, 20, 21 &22 – Sweaty Betty, 2016. Social media #sweatybetty screenshots. [Internet] Accessed: 11/20/16. Available from: http://www.sweatybetty.com/sweaty-betty-hub/ Figure 23 – Sweaty Betty, 2016. Coppa feel screenshot. [Internet] Accessed: 11/20/16. Available from:
Figure 24 – Moth, D. 2014. Sweaty Betty shows how to build a brand around a social community. [Internet] Accessed: 11/8/16. Available from: https://econsultancy.com/blog/65602-sweaty-betty-shows-how-to-builda-brand-around-a-social-community/ Figure 25 – Sweaty Betty, 2016. Book a free class. [Internet] Accessed: 11/20/16. Available from: http://www. sweatybetty.com/page/fynder/ Figure 26, 27, 28 & 29 – Sweaty Betty, 2016. AW16 Campaign screenshots. [Internet] Accessed: 11/20/16. Available from: http://www.sweatybetty.com/inspiration/
Figure 30 – Sweaty Betty. AW16 YouTube video. [Internet] Accessed: 11/20/16. Available from: https://www. youtube.com/watch?v=jFqYB0qfYbs
Figure 31 – Jones, L. M&S tv ad. [Internet] Accessed: 11/24/16. Available from: http://www.dailymail.co.uk/femail/article-2198545/First-look-M-S-unveils-autumn-TV-ad-campaign-featuring-grey-hair-curves---gets-glowing-review-fashion-expert-Liz-Jones.html Figure 32 – Pinterest, N.D. Ashley Graham. [Internet] Accessed: 11/25/16. Available from: https://uk.pinterest. com/pin/29836416256380053/ Figure 33 – Tumbler, N.D. Plus size workout. [Internet] Accessed: 11/25/16. Available from: https://www.tumblr.com/search/plus-size-sportswear Figure 34 – Dohmen, E. 2016. Style has no size. [Internet] Accessed: 11/25/16. Available from: http://www. stylehasnosize.com/tag/brand/ Figure 35 – Pinterest, N.D. Ashley Graham x Lane Bryant. [Internet] Accessed: 11/25/16. Available from: https://uk.pinterest.com/pin/378443174916224996/
Figure 36 – Pastel Fitness, N.D. All ages working out. [Internet] Accessed: 11/25/16. Available from: http:// www.pastelfitness.com/#home
Figure 37 – Doyle, K. N.D. Older woman running. [Internet] Accessed: 11/25/16. Available from: http://skinnyms.com/for-older-women-working-out-may-keep-heart-rates-regular/
Figure 38 – Keyword, N.D. Older women. [Internet] Accessed: 11/25/16. Available from: http://keywordsuggest.org/198031-older-woman-exercising.html
Figure 39 – Fitnessglo, 2014. Working out with family. [Internet] Accessed: 11/25/16. Available from: http:// www.fitnessglo.com/blog/2014/07/pros-and-cons-of-working-out-with-family-and-friends/
Figure 40 – North, L. 2015. 3 generations. [Internet] Accessed: 11/25/16. Available from: http://larrynorthfitness.com/are-you-too-old-to-start-working-out/ Figure 41 - Essence Gant, 2014. Mother daughter duo. [Internet] Accessed: 11/29/16. Available from: http:// www.blackenterprise.com/small-business/fitness-business-black-girls-workout-too-mother-daughter-duo/
Figure 42 – Customer Affairs, 2016. Cruise ship. [Internet] Accessed: 11/25/16. Available from: https://www. consumeraffairs.com/cruise-ship-news
Figure 43 – Worldatlas, N.D. Map of Mediterranean sea. [Internet] Accessed: 11/27/16. Available from: http:// www.worldatlas.com/aatlas/infopage/medsea.htm
Figure 61 - Surf stich, N.D. Palm floral leggings. [Internet] Accessed: 11/28/16. Available from: https://www. surfstitch.com/product/roxy-tropical-dream-womens-surf-legging-peacoat-stripe
Figure 45 - Perfectweddingabroad, N.D. Cruise location. [Internet] Accessed: 11/25/16. Available from: http:// www.perfectweddingsabroad.co.uk/weddings-venues/cruise-weddings
Figure 63 – Keyword, N.D. Older women. [Internet] Accessed: 11/25/16. Available from: http://keywordsuggest.org/198031-older-woman-exercising.html
Figure 44 - Thomas Cook, N.D. Mediterranean Cruises. [Internet] Accessed: 11/25/16. Available from: https:// www.thomascook.com/cruise/destinations/mediterranean/
Figure 46 - California Tours, N.D. Beach sunset. [Internet] Accessed: 11/25/16. Availabl7 from: http://usastudenttour.com/blog/ Figure 47 – Lovethispic, N.D. Pink palm tree sunset. [Internet] Accessed: 11/27/16. Available from: http:// www.lovethispic.com/image/164258/sunset-behind-palm-trees
Figure 48 – Pinterest, N.D. Clear water theme 1. [Internet] Accessed: 11/27/16. Available from: https://uk.pinterest.com/AirMalta/things-to-do-in-malta/ Figure 49 – Tripadvisor, 2010. Clear waters 2. [Internet] Accessed: 11/27/16. Available from: https://tripwow.tripadvisor.com/slideshow-photo/beautiful-clear-waters-of-castaway-cay-bahamas-bahamas.html?sid=13081012&fid=upload_12942976044-tpfil02aw-19673
Figure 50 – Super beaches Hawaii, N.D. Sandy beach. [Internet] Accessed: 11/27/16. Available from: http://sbhawaii.com/common/sand.htm Figure 51 – Scarpinato, J. N.D. Yellow beach umbrellas. [Internet] Accessed: 11/27/16. Available from: http:// www.travelandleisure.com/articles/best-beaches-in-cyprus
Figure 52 - Royal Caribbean, N.D. Running track. [Internet] Accessed: 11/25/16. Available from: http://www. royalcaribbeanblog.com/category/category/cruise-ship-activities Figure 53 - THL, N.D. Waterslide ship. [Internet] Accessed: 11/25/16. Available from: https://thlvacations. wordpress.com/tag/best-cruise-deals/
Figure 54 - Norwegian cruise line, N.D. Cruise ship gym. [Internet] Accessed: 11/28/16. Available from: http:// ncl.ru/freestyle/otdyh-dlya-vsej-semi
Figure 55 - Princess cruise, 2016. Yoga on cruise hands up. [Internet] Accessed: 11/28/16. Available from: http://www.princess.com/cruise-tips-vacation-ideas/cruise-destinations/cruise-tips-advice-and-information/ this-year-s-top-cruise-trends.html Figure 56 - Cruise Guru, N.D. Cruise class yoga. [Internet] Accessed: 11/28/16. Available from: http://blog. cruiseguru.com.au/mind-body-spirit-the-top-cruises-for-wellbeing/
Figure 57 - PO cruises, N.D. Running on cruise. [Internet] Accessed: 11/28/16. Available from: http://www. pocruises.com/spa-and-leisure/ Figure 58 - Elliott, M. 2016. Running on cruise ship. [Internet] Accessed: 11/28/16. Available from: http:// www.traveldailymedia.com/233480/msc-cruises-taps-wellness-sector-with-new-fitness-cruises/
Figure 59 - ASOS, N.D. Yellow swimsuit. [Internet] Accessed: 11/27/16. Available from: http://www.asos.com/ es/mujer/descubre/swimwear/pool-party/ Figure 60 - Newlook, N.D. Swimsuit palm tree. [Internet] Accessed: 11/29/16. Available from: http://www. newlook.com/shop/teens/girls-swimwear_1290001
Figure 62 - Zumiez, N.D. Palm tree sunset leggings. [Internet] Accessed: 11/28/16. Available from: http://www. zumiez.com/roxy-sunset-surf-leggings.html
Figure 64 – Oz, D. 2015. Middle aged woman. [Internet] Accessed: 11/27/16. Available from: http://blog.doctoroz.com/oz-experts/celebrity-secrets-to-looking-and-feeling-younger-even-in-the-grip-of-menopause
Figure 65 – Pinterest, N.D. Woman In her 20s. [Internet] Accessed: 11/27/16. Available from: https://uk.pinterest.com/IGIGI/plus-size-fitness-and-health/ Figure 66 – YMCA, N.D. Young girl. [Internet] Accessed: 11/27/16. Available from: http://www.ymcamemphis. org/find-a-y/millington/health-wellness/ Figure 67 - Customer Affairs, 2016. Cruise ship. [Internet] Accessed: 11/25/16. Available from: https://www. consumeraffairs.com/cruise-ship-news
Figure 68 - Perfectweddingabroad, N.D. Cruise location. [Internet] Accessed: 11/25/16. Available from: http:// www.perfectweddingsabroad.co.uk/weddings-venues/cruise-weddings Figure 69 - Keyword, N.D. Older women. [Internet] Accessed: 11/25/16. Available from: http://keywordsuggest.org/198031-older-woman-exercising.html Figure 70 - Elliott, M. 2016. Running on cruise ship. [Internet] Accessed: 11/28/16. Available from: http:// www.traveldailymedia.com/233480/msc-cruises-taps-wellness-sector-with-new-fitness-cruises/ Figure 71 - Figure 34 – Dohmen, E. 2016. Style has no size. [Internet] Accessed: 11/25/16. Available from: http://www.stylehasnosize.com/tag/brand/
Figure 72 - PO cruises, N.D. Running on cruise. [Internet] Accessed: 11/28/16. Available from: http://www. pocruises.com/spa-and-leisure/ Figure 73, 74 & 75 – Sweaty Betty, N.D. Screenshots from website. [Internet] Accessed: 11/30/16. Available from: www.sweatybetty.com
Figure 76 – Customer Affairs, 2016. Cruise ship. [Internet] Accessed: 11/25/16. Available from: https://www. consumeraffairs.com/cruise-ship-news
Figure 77 - Perfectweddingabroad, N.D. Cruise location. [Internet] Accessed: 11/25/16. Available from: http:// www.perfectweddingsabroad.co.uk/weddings-venues/cruise-weddings Figure 78 - Keyword, N.D. Older women. [Internet] Accessed: 11/25/16. Available from: http://keywordsuggest.org/198031-older-woman-exercising.html Figure 79 - Elliott, M. 2016. Running on cruise ship. [Internet] Accessed: 11/28/16. Available from: http:// www.traveldailymedia.com/233480/msc-cruises-taps-wellness-sector-with-new-fitness-cruises/ Figure 80 - Figure 34 – Dohmen, E. 2016. Style has no size. [Internet] Accessed: 11/25/16. Available from: http://www.stylehasnosize.com/tag/brand/
Figure 81, 82 & 83 - Sweaty Betty, N.D. Screenshots from website. [Internet] Accessed: 11/30/16. Available from: www.sweatybetty.com
Figure 84 - Surf stich, N.D. Palm floral leggings. [Internet] Accessed: 11/28/16. Available from: https://www. surfstitch.com/product/roxy-tropical-dream-womens-surf-legging-peacoat-stripe
Figure 85 - Zumiez, N.D. Palm tree sunset leggings. [Internet] Accessed: 11/28/16. Available from: http://www. zumiez.com/roxy-sunset-surf-leggings.html Figure 86 – Pavlov, S. Sweaty Betty Logo. [Internet] Accessed: 11/9/16. Available from: http://smilyanp.com