Competitor Analysis by Cally Lam

COMPETITOR ANALYSIS Cally Lam 1005312 BA (Hons) Fashion Management and Marketing EFMM6003 Major Project and Career Planning 2013

CONTENTS

WHISTLES 4-9 REISS 10 - 15 KAREN MILLEN 16 - 21 PRODUCT COMPARISON 14 - 17 SWOT ANALYSIS 24 - 25 CONSUMER PROFILE 26 - 27 PSYCHOGRAPHIC PROFILES 28 - 29 EVALUCATION 30 - 31 CONCLUSION 32 - 33 BIBLIOGRAPHY 34 - 41

Whistles is a cutting edge, womenswear fashion brand, recently reinvented and fast becoming one of the favourite must-have labels among the fashion set. Now under the helm of retail visionary, Jane Shepherdson, Whistles has been transformed. Recently reinvented Whistles is fast becoming one of the favourite must-have labels among the fashion set. An endorsement by the Duchess of Cambridge and the vision of CEO Jane Shepherdson has made the brand â&#x20AC;&#x2DC;directional but commercialâ&#x20AC;&#x2122;. Under its new direction, Whistles is beginning to reclaim its roots, as an independent, stylish and Ăźber cool boutique. Founded by Lucille Lewin in 1976, its first store in Marylebone pioneered many new labels and designers in London for the first time, launching John Galliano, Dries van Noten and Jean Paul Gaultier.

product Having launched a bold new brand identity Whistles has also overhauled its collection, offering well made, high quality, fashion forward distinct pieces which are also affordable.

UNIQUE SELLING POINT Recognisable slickness, well made, high quality and fashion forward

The collection appeals to the woman who loves great design, isn’t scared of a little edginess, who wants to reference trends but doesn’t want to slavishly follow them.

style The brand has now earned a reputation for creating the perfect trouser, must-have dresses as well as the most luxurious knitwear. Whistles is constantly launching new ranges from occasionwear to jewellery.

direction The clothes have gradually gained a recognisable slickness. Classic shift dresses in vibrant prints, tailored sportswear pieces and suiting that looks cool rather than conventional is now Whistles’ fare.

DRESS PRICING STRUCTURE Low price £135 Average price £172 High price £295

TOP PRICING STRUCTURE Low price £95 Average price £122 High price £195

price

distinct affordable pieces

TROUSER PRICING STRUCTURE Low price £65 Average price £116

place There are 36 stand-alone Whistles stores across the UK and Ireland, and 49 concessions within leading department stores including Selfridges, Harvey Nichols and Harrods. There is also a franchise store in the Middle East and a concession in Printemps in Paris. Whistles has also recently opened a new flagship store on London’s Dover Street in January 2013. The opening follows the release of strong trading, with double-digit like-for-like sales growth for the nine months to the end of October 2012 in both its stores and online. The company’s chief executive, Jane Shepherdson, has commented that the new store will allow the brand the opportunity to showcase its collections to international buyers. She added that she had identified “a lot of gaps within London” and the wider UK market, and planned to open another 15 stores. This comes on the back of six store openings to date this year.

promotion Along with fashion’s approval, there is a growing celebrity following which has spurred the brand on. The Duchess of Cambridge is the most high profile supporters. Recently Whistles introduced a monogram service so you can personalise your very own Whistles bag. Already spotted on the likes of Oliver Palermo at London Fashion Week, Whistles’ latest bag has fast become a front row favourite. The monograming service has been made exclusive at Whistles Dover Street Store . The fashion chain will also showed their luxury collection at LFW in an invitation-only “intimate salon style format” at a secret location in the Capital. The two shows were “reflective of the brand’s ethos”, the company said in statement.

social presense The brand also promotes on Facebook, Twitter, Pintrest and Instragram as well as offering a weekly newsletter and an inspirational blog where the brand promote local areas in London as well as style advice on how to where some of the most stylish Whistle pieces.

REISS

Since its foundation by David Reiss in 1971, Reiss has established a design philosophy centred on creating directional, design-led menswear, womenswear and accessories. Today Reiss is a highly respected, prominent business in the global fashion arena for both men and women. Its philosophy of holding creativity at its heart will guide Reiss through its international business development. Reiss has reported a soaring 84% increase in like-for-like online sales this year, which its director attributes solely to the increase in editorial imagery. Reiss expects online sales to make up 25% of its total sales within three years, according to the premium chainâ&#x20AC;&#x2122;s ecommerce director Dan Lumb.

product

UNIQUE SELLING POINT The detail and cut defines Reiss clothing as being classically sexy

An uncompromising commitment to delivering innovative and original products it fuses exceptional design, quality and value. Reiss oozes style and, targeting the mid-20s to 30s, it does all the wardrobe classics, but better.

style The detail and cut defines the piece as being classically sexy and this is what makes Reiss unique.

direction Reiss items are not for those looking to make a bold statement. It offers products with the sort of detail that creates a more subtle, admiring impression. Simpler pieces can, however, lack the Reiss style, and rely on the quality of the materials to carry the item.

DRESS PRICING STRUCTURE Low price £60 Average price £206 High price £350

price TOP PRICING STRUCTURE Low price £29 Average price £82 High price £149

overhauled their pricing structure to broaden their appeal

TROUSER PRICING STRUCTURE Low price £89 Average price £145 High price £250 13

place Reiss has seen a significant increase in the number of its stores, including key stores in Heathrow Terminal 5 and Westfield London, to almost 100 outlets worldwide, and Reiss intends to eventually grow to 250 stores worldwide. The brand has been one of the few British retailers to crack the American market after opening in Greenwich Village, New York. Reiss has announced that it expects to see their overseas operation outgrow domestic business. Reiss aims to ramp up store numbers across the markets it is already in, concentrating specifically on China and Russia. The fashion chain will open company-owned stores in â&#x20AC;&#x153;culturally similarâ&#x20AC;? territories, which Sharma said included the Middle East and Russia. In China the retailer would look to achieve scale by forming a joint venture or franchise.

promotion Reiss has had great success with their promotional and marketing activities in 2012. The brand has also managed to take advantage of social media through social networking channels. Reiss experienced a 55% surge in online sales during New York and London fashion weeks following in-store and online activity. The retailer reported a 20% rise in traffic to its website and a 25% increase in dwell time. Reiss bolstered its social media presence during the fashion weeks through key social media channels. It posted competitions and photos from around the fashion week locations on Facebook, Twitter and Instagram. Reiss e-commerce director Dan Lumb said the retailerâ&#x20AC;&#x2122;s â&#x20AC;&#x153;original contentâ&#x20AC;? during the events allowed it to stamp its authority within the space and led to an increase in traffic and sales. The brand are well connected within social media with their blog area on their site which offers fashion features, Reiss journal, videos, guest stylists, information on London life and secret lives of influential aspirational figures. The company also offer the option of signing up to their newsletter. The company have used social media sites such as Twitter to launch competitions to win their clothing. 15

KAREN MILLEN

Karen Millen was founded in 1981 by Kevin Stanford and Karen Millen. With a loan of just £100 they began manufacturing and selling white shirts to their friends. A party plan network followed, and in 1983 they opened their first store in Kent. Karen Millen is an international womenswear brand designed in the UK with 60% of £250m sales revenues coming from international markets. It describes itself as operating in the aspirational luxury market. One of the great success stories of British Fashion, Karen Millen continues to emerge as one of the key players in the global marketplace, showing phenomenal growth on an international scale regardless of economic climate. The key component of Karen Millen’s success is that throughout the recent evolution the product has retained the spirited and confident essence of the brand, ensuring that the range continues to be contemporary and ultimately relevant to the modern woman’s wardrobe and lifestyle.

product Having launched a bold new brand identity Whistles has also overhauled its collection, offering well made, high quality, fashion forward distinct pieces which are also affordable.

UNIQUE SELLING POINT Recognisable slickness, well made, high quality and fashion forward

The collection appeals to the woman who loves great design, isn’t scared of a little edginess, who wants to reference trends but doesn’t want to slavishly follow them.

DRESS PRICING STRUCTURE Low price £110 Average price £253 High price £359

price TOP PRICING STRUCTURE Low price £99 High price £110

TROUSER PRICING STRUCTURE Low price £99 Average price £129 High price £160

pursuing a new strategy to align the brand experience across its websites and stores

place The company has continued to expand, and its global presence now stretches from the UK to Europe, Russia, Asia and Australia. Last year online international sales grew by 81%. The website currently trades in the UK and US, but fulfils online orders to 19 other countries. It plans to launch two more country sites in Germany and Australia by the end of 2011. The brand is aiming to drive sales in Europe via the opening of wholly owned standalone stores in three core markets France, Germany and Spain after proving itself in France and Spain via department store concessions. Like every international business the brand is paying close attention to China. Half of Karen Millenâ&#x20AC;&#x2122;s sales growth this year has come from the Far East which is seeing a boom in mainland Chinese visitors, is 50% up on last year. UK sales accounted for a reduced 77% of overall turnover at Karen Millen in 2011/12 as the international expansion programme gathered pace, 40 overseas units having been added during the year.

promotion The business is revamping its e-commerce operation across Europe and will start launching new web platforms. â&#x20AC;&#x153;Internet sales are growing by 40% year on year so we can see huge potential.â&#x20AC;? Says Steve Price CEO. Karen Millen recently launched their SS13 collection. Hosted by Naomi Mdudu, owner and blogger for independent online fashion news website The Fash Pack. Guests were greeted at the door by members of Karen Millen staff, dressed in SS13 attire, and invited into the store to browse the new lines as well as enjoy cocktails made at the in-store bar. The shop itself had been transformed into a summery selection of bright coloured dresses and matching accessories. Guests were also able to treat themselves to a make over or gain the latest up to date fashion advice from Naomi.

social presense The brand operates on social media sits such as Facebook, Twitter, Pintrest and Instagram. Customers can sign up to the Karen Millen fashion fix which allows them the consumer to have exclusive previews and trends. Karen Millen also have an app which allows customers to shop on the go. 21

PRODUCT COMPARISON

Brand

Reiss

Brand

Whistles

Style

Kiara Jacquard Shift Dress

Style

Daria Dress

Fabric

76% Viscose 24% Polyester

Fabric

100% Silk

Price

£149

Price

£165

Feature

Sixties-inspired crafted from a lightweight, fully-lined graphic jacquard

Feature

Vibrant silk dress features loose shape, scoop top over layer and cut out neckline detail

Brand

Karen Millen

Style

Snake Texture Dress

Fabric

28% Polyester 72% Viscose

Price

ÂŁ110

Feature

Textured overhaul with a woven pattern to evoke a snake-like texture

SWOT ANALYSIS Brands

Strengths

Weaknesses

Whistles • Improved brand identity • Directional but commercial brand. • Strong position in the market – bridge between high street and designer • Earned a reputation for creating the perfect trouser, must-have dresses as well as the most luxurious knitwear. • Whistles stocks individual designer brands in its standalone stores providing product diversity.

• Strong celebrity following. • Significant increase in the number of its stores within the UK and worldwide. • Bolstered its social media presence during the fashion weeks through key social media channels such as Facebook, Twitter and Tumblr. • The Reiss product is accessible, affordable and luxury and has an aesthetic which appeals to international customers.

Karen Millen

• Key players in the global marketplace, showing phenomenal growth on an international scale regardless of economic climate. • International womenswear brand. • The business recently celebrated their 30th anniversary.

• Karen Millen has recently launched worldwide brand experience initiative, I feel that this should have already been implemented as they are trying to target new markets and have currently entered the foreign market.

Reiss

Opportunities

Threats

• Create menswear range. • Global expansion. • Use of social media to further promote their brand. • High profile aspirational figures such as Kate Middleton wearing the Whistles brand the company could possibly create a range based on Kate Middleton of the celebrity culture.

• Current economic climate – although consumers are starting to spend Whistles still need to find a way of attracting consumers to their brand as some consumers may remain cautious. • Jane Shepherdson departure – if the chief executive left the brand would Whistles be able to maintain the brand image that she has created.

• Expansion in key target cities going forward which include Lyons and Cannes. • Internet sales are growing by 40% for Karen Millen so there is a huge potential for the company to drive sales online and create brand experience online. • Worldwide growth opportunity

• Building a global brand the internal and external set up has to be right, Steve Price comments “The one thing we are realising more and more is that the world is getting smaller and brands consistency is becoming much more important for our business.” Therefore it’s a crucial to get this mix right in order to succeed.

• Reiss aims to ramp up store numbers across the markets it is already in, concentrating specifically on China and Russia. • The Duchess of Cambridge has again set off a fashion frenzy after appearing in a Reiss dress that caused the UK retailer’s website to crash as demand for the item soared, the brand could create a range based on the Duchess.

• Reiss’s growth is dependent on its marketing position. • Other lifestyle brands with similar strategic plans of growth such as Whistles.

The Reiss customer looks for original, directional design with a strong focus on quality and detail. She is currently a late 20 â&#x20AC;&#x201C; 30 something professional. She has one part fashion to four parts, personality, intelligence, culture and confidence. The Reiss consumer has a purpose; they are elegant, clever and achieve things. They are valuable in terms of spend, loyalty and value.

CONSUMER PROFILE

The Whistles woman loves great design, isn’t scared of a little edginess, who wants to reference trends but doesn’t want to slavishly follow them. She wants beautiful fabrics, well designed with an easy,laid-back British feel. She is the career woman who is classy and confident and wants edgy, quality clothing to reflect her position. She wants a hint of the current trends but doesn’t want to be a slave to them.

The Karen Millen consumer is the uncompromising woman of today. She is a strong, confident woman in her 20s to 40s, living in a cosmopolitan city. She's not frightened to stand out, appreciates great quality and wants to treat herself, to something beautiful. The Karen Millen consumer can relate to the products as they are contemporary and ultimately relevant to the modern woman’s wardrobe and lifestyle.

PSYCHOGRAPHIC PROFILES

Karen Millen

Innovators 2.5%

Reiss

Early Adopters 13.5%

Early Majority 34%

Whistles

Late Majority 34% Laggards 16%

The psychographic profile identifies where each of the consumers can be grouped as to how quickly they adopt to a new product. Above on the graph I have placed where I think each consumer sits within the five categories. Reiss Innovators/Early Adopters – The Reiss consumer are keen to try new ideas and this interest leads them out of a local circle of peer networks. Karen Millen Innovators/Early Adopters – The Karen Millen consumer has been placed in this category as she is not afraid to stand out and try something different she is confident in herself to be able to try something different. Whistles Late Majority – The Whistles woman can be classed in the late majority as she does not religiously follow fashion and acquires a product once it has become commonplace.

â&#x20AC;&#x153;

Many consumers are looking for unique, different, and independent in the products and services in which they invest. Brands that are able to advertise quality without advertising an enormous quantity of consumers may have an edge against competitors. There is something to be said about exclusivity. Consumers like to feel that they are a part of something new and trendy, something undiscovered, and something rare.

EVAUALTION After using the marketing mix to determine the competitor’s products and brand offerings the following information provides the competitors advantages and disadvantages which can help to aid French Connections rebranding strategy as well as highlighting what they have to achieve to make the rebranding a success. Brands Whistles

Karen Millen

Reiss

Strengths • Bridged the gap between high street and designer. • Successfully rebranded themselves. • Earned a reputation for creating the perfect trouser. • Strong growth despite economic climate. • Successful international brand.

Weaknesses • Lack of advertising. • Stocking other brands. •

• Successful promotional campaign using social media. • Product appeal

• Growth depends on their market position.

• Only launched their brand experience worldwide.

From looking at the competitors strengths and weaknesses French Connection can use the strengths of each the brands and use elements of their marketing strategies to create a successful rebranding strategy. The company should take the following strategies and use them in their rebranding strategy – • Re-evaluate their product range as Whistles did and use an item of clothing that will represent the brand in terms of product, style and quality which will create reputation as Whistles did and are now known for their perfect trousers. • Karen Millen currently have a strong international presence French Connection could use their growth and promotional strategies to improve their brand image internationally. • Reiss successfully used social media to drive sales in store and online as the rebranding strategy focuses on using platforms such as social media to help promote the collaborative range French Connection can analyse what strategies were used and implemented.

CONCLUSION After analysing French Connections competitors I have found the following information that will help to establish whether a new or existing brand should be used to launch the new concept of a collaborative range. From looking at the competitors the products that they offer are – • Fashion forward pieces. • Focuses on quality and attention to detail in regards to their product. The pricing strategies used are • Psychological pricing to perceive price barriers as this will make consumers believe the product is cheaper than what it really is and that they are gaining value. • Premium pricing is used to create the image that each brand is premium. However some brands such as Reiss have lower entry points for some items for example Reiss stock a vest top priced at £29 which allows anyone to buy into the brand. French Connection needs to establish whether or not the brand are mid market or premium therefore they need to establish a pricing structure that reflects their status in the market. The brands all have effective promotional. French Connection should follow Reiss and use their spromotional strategies as an example as the brands utilise social media and promotional activities successfully. For example • Reiss managed to drive sales through social media by using Facebook and Instagram • Generates interest towards their brand Each of the competitor’s consumers was similar to those of French Connections as they held the same characteristics, wants and needs. The consumers were – • Aged between 20- 40 years old. • Wanted clothing that was of good quality and design. • Focused on the clothing detail. • We’re not afraid of fashion.

The competitor’s consumers had similar needs to the French Connection consumer in terms of that they wanted clothing of good quality and design. If the brand were to create clothing that reflected this they could easily attract consumers from Whistles, Reiss or Karen Millen. After gathering the following information it has been decided French Connection does not need to create another brand to launch this collaborative range. After looking at Whistles the company has been successful in rebranding and creating a new identity for themselves without having to change the entire brand but instead focusing on the products. As Shepherdson herself says, “there were frills, bows, extra buttons... quite fussy. I needed to change the brand. It was quite a risky thing to do but it wasn’t an aesthetic that we understood.” Since then, the clothes have gradually gained a recognisable slickness. Classic shift dresses in vibrant prints, tailored sportswear pieces and suiting that looks cool rather than conventional is now Whistles’ fare. French Connection should take note of Whistles re branding strategy which has made the brand directional yet commercial. Each brand are growing fast within the womenswear market and are currently looking to expand and tap into new markets such as China, as the brands are growing at a fast pace this could be a potential threat for French Connection as the womenswear market is already saturated meaning it could be difficult for the brand to grow and gain back market share in such a crowded market place. French Connection would need to execute their rebrand strategy well in order to gain back their share in the market and consumers, the company need to adhere to Whistles rebranding strategy which was finding a gap in the market and to create clothing for that audience.

BIBLIOGRAPHY

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H Hall, L. (2011), Karen Millen exclusive interview in WGSN [online], http:// www.wgsn.com/content/report/Retail_and_VM/Retail_Strategy/ Executive_Interviews/2011/September/karenmillen_executive_interview. htm, (Accessed on 20.11.12) Holmes, R. (2010), Roksanda Ilincic works her magic in a stunning collaboration with Whistles [online], http://www.marieclaire.co.uk/news/ fashion/445217/roksanda-ilincic-works-her-magic-in-a-stunningcollaboration-with-whistles.html, (Accessed on 20.11.12) I Issuu.com, (2012), Whistles Report. http://issuu.com/hannahwalker92/ docs/whistlesreport#download, (Accessed on 20.11.12) K Karen Millen.com, (2012), About Us. http://www.karenmillen.com/ AboutUs/information/fcp-content, (Accessed on 20. 11.12) Kilpatrick, K. (2012), Ted Baker boosted by strong Christmas in What Investment [online] http://www.whatinvestment.co.uk/trading/sharedealing/uk-companies/1684668/ted-baker-boosted-by-strongchristmas.thtml, (Accessed on 20.11.12) M Marketingweek.co.uk, (2006), Assessing the Reiss Brand. http://www. marketingweek.co.uk/assessing-the-reiss-brand/2053983.article, (Accessed on 20.11.12) Mintel, (2012), Clothing Retailing – UK – October 2012. http://academic. mintel.com/display/590374/?highlight=true, (Accessed on 18.11.12) Mintel, (2012), Youth Fashion – UK December 2011. http://academic. mintel.com/display/604853/?highlight=true, (Accessed on 20.11.12) N Newbold, A. (2012), Whistles Marcus Lupfer teams up with Whistles [online] http://fashion.telegraph.co.uk/news-features/TMG9646033/ Marcus-Lupfer-teams-up-with-Whistles.html, (Accessed on 20.11.12) R Reiss.com, (2012), About Us. http://www.reiss.com/feature/brand/, (Accessed on 20. 11.12) Retailtechnology.co.uk, (2010), Karen Millen adapts ads online. http:// www.retailtechnology.co.uk/cover-stories/karen-millen-adapts-adsonline, (Accessed on 20.11.12)

Retailtechnology.co.uk, (2010), Karen Millen adapts ads online. http:// www.retailtechnology.co.uk/cover-stories/karen-millen-adapts-adsonline, (Accessed on 20.11.12) S Shearman, S. (2012), Ted Baker launches pop-up illustration studio [online] http://www.brandrepublic.com/news/1121499/, (Accessed on 20.11.12) T Taylor, A. (2012), Ten lessons to learn from Ted Baker [online] http:// www.retail-week.com/sectors/fashion/ten-lessons-to-learn-from-tedbaker/5037547.article, (Accessed on 20.11.12) Ted Baker.com, (2012), Press Releases. http://www.tedbaker.com/ pressreleases/default.aspx, (Accessed on 20. 11.12) Ted Baker.com, (2012), About Us. http://www.tedbakerplc.com/ted/en/ aboutus/strategy, (Accessed on 20. 11.12) W WGSN.com, (2011), Duchessâ&#x20AC;&#x2122; Reiss dress sparks online fashion frenzy. http://www.wgsn.com/content/report/News/2011/May_Stories/May_25/ News_Story_May_2519.html, (Accessed on 20.11.12) WGSN.com, (2012), Guide to London City. http://www.wgsn.com/ content/report/City_by_City/Europe/London/new_london_guide/london_ city_guide, (Accessed on 20.11.12) WGSN.com, (2012), Reiss international business to outgrow UK ops in four years, China and Russia core. http://www.wgsn.com/content/report/ News/2011/Oct_Stories/Oct_14/News_Story_Oct_1412.html, (Accessed on 20.11.12) WGSN.com, (2012), Reiss sees fashion week interest boost sales. http:// www.wgsn.com/content/report/News/2012/Mar_Stories/Mar_05/News_ Story_Mar_0514.html, (Accessed on 20.11.12) WGSN.com, (2012), Ted Baker H1 sales surge, US becomes key market. http://www.wgsn.com/content/report/News/2012/Oct_Stories/Oct_4/ News_Story_Oct_41.html, (Accessed on 20.11.12) Whistles.co.uk, (2012), About Us. http://www.whistles.co.uk/fcp/content/ about-us/content (Accessed on 20. 11.12) Wikipedia.org, (2012), Reiss. http://en.wikipedia.org/wiki/ Reiss_%28brand%29, (Accessed on 20.11.12)

IMAGE ILLUSTRATIONS Page 4 Figure 1. Unknown. (2013), Whistles SS13 [online image] http://pinterest. com/pin/231794712043629525/ (Accessed on 12.02.13) Page 6 Figure 2. Unknown. (2013), Whistles SS13 [online image] http://pinterest. com/pin/231794712043531740/ (Accessed on 12.02.13) Page 7 Figure 3. Unknown. (2013), Whistles SS13 [online image] http://pinterest. com/pin/231794712043531752/ (Accessed on 12.02.13) Page 8 Figure 4. Unknown. (2013), Whistles SS13 [online image] http://pinterest. com/pin/231794712043531732/ (Accessed on 12.02.13) Page 9 Figure 5. Unknown. (2013), Whistles SS13 [online image] http://pinterest. com/pin/231794712043531729/ (Accessed on 12.02.13) Page 10 Figure 6. Unknown. (2013), Reiss SS13 Lookbook [online image] http:// www.reiss.com/womens/lookbook/ss13/4/ (Accessed on 12.02.13) Page 12 Figure 7. Unknown. (2013), Reiss SS13 [online image] http://www.reiss. com/womens/lookbook/ss13/4/ (Accessed on 12.02.13) Page 13 Figure 8. Unknown. (2013), Reiss SS13 [online image] http://www.reiss. com/womens/lookbook/ss13/4/ (Accessed on 12.02.13) Page 14 Figure 9. Unknown. (2013), Reiss SS13 [online image] http://www.reiss. com/womens/lookbook/ss13/4/ (Accessed on 12.02.13) Page 15 Figure 10. Unknown. (2013), Reiss SS13 [online image] http://www.reiss. com/womens/lookbook/ss13/4/l (Accessed on 12.02.13)

Page 16 Figure 11. Unknown. (2013), Karen Millen SS13 [online image] https:// pinterest.com/pin/250231323017936209/ (Accessed on 12.02.13) Page 18 Figure 12. Unknown. (2013), Karen Millen SS13 [online image] https:// pinterest.com/pin/250231323017936195/ (Accessed on 12.02.13) Page 19 Figure 13. Unknown. (2013), Karen Millen SS13 [online image] https:// pinterest.com/pin/250231323017936215/ (Accessed on 12.02.13) Page 20 Figure 14. Unknown. (2013), Karen Millen SS13 [online image] https:// pinterest.com/pin/250231323017936196/ (Accessed on 12.02.13) Page 21 Figure 15. Unknown. (2013), Karen Millen SS13 [online image] https:// pinterest.com/pin/250231323017936194/ (Accessed on 12.02.13)

Page 22 - 23 Figure 16. Unknown. (2013), Reiss Jacquard Shift Dress [online image] http://www.reiss.com/womens/womens-new-arrivals/kiara/citrus/?gclid =CMHp17CIqLYCFUbKtAodd1UAcg (Accessed on 31.03.13)

Figure 17. Unknown. (2013), Whistles Daria Dress [online image] http:// www.whistles.co.uk/fcp/product/whistles//daria-dress/903000059960 (Accessed on 31.03.13) Figure 18. Unknown. (2013), Karen Millen Snake Texture Dress [online image] http://www.karenmillen.com/snake-texture-knit-dress/dresses/ karenmillen/fcp-product/115KQ13667 (Accessed on 31.03.13)

Page 26 â&#x20AC;&#x201C; 27 Figure 19. WGSN. (2013), Street Shot [online image] http://beefridayschild. tumblr.com/image/43507628207 (Accessed on 19.03.13) Figure 20. WGSN. (2013), Street Shot [online image] http://wgsn.tumblr. com/post/42840783678/cocooned-and-cosy-at-nyfw-wgsn-streetshot-new (Accessed on 19.03.13) Figure 21. WGSN. (2013), Street Shot [online image http://wgsn.tumblr. com/post/43098433393/weve-seen-a-couple-of-skirts-over-dressesthis (19.03.13) Page 30 Figure 22. Unknown. (2013), Whistles Spring Summer Preview [online image] http://frillsandfeathers.wordpress.com/2012/09/20/whistlesspringsummer-2013-preview/ (Accessed on 19.03.13)