Final Major Project by Cally Lam

FINAL MAJOR PROJECT MARKET RESEARCH REPORT Cally Lam 1005312 BA (Hons) Fashion Management and Marketing EFMM6001 2012/13 Date issued - 24th September 2012 Authorised by - P.Rowland Distribution List - K.Boxall, P.Rowland, M.Tomaney, E.Kiddy

CONTENTS Executive Summary

6-7

Introduction

10 - 11

Market Sector/Segment 1.1 Market Sector/Segment 1.2 Market Size 1.3 Market Share

14 - 15 16 - 19 20 - 21

2. Macro Marketing Environment 2.1 PESTEL Cluster 2.2 Evaluation of PESTEL Cluster 2.3 Visual PESTEL

24 - 25 26- 27 28 - 29

3. Demographics 3.1 Demographic Changes 3.2 Marketing Typologies

32 - 33 34 - 39

4. Market Trends 4.1 Retailing 4.2 Marketing/Promotional Trends

42 - 43 44 - 45

5. Quantitative Research 5.1 Questionnaire Results

48 - 49

6. Evaluation of Gap in the Market

53 - 55

7. Qualitative Research 7.1 Focus Group Results

58 - 59

8. Competitor Research

62 -67

9. Rationale for Proposal

70 - 71

10. The Product Proposal 10.1 The Product or Service 10.2 Pricing Structure 10.3 Branding 10.4 Ansoffâ&#x20AC;&#x2122;s Matrix

74 - 75 76 - 77 78 - 79 80 - 81

11. The Consumer 11.1 Consumer Typologies 11.2 Research Results

84 - 85 86 - 87

12. Marketing and Promotional Strategy

90 - 91

13. SWOT Analysis

94 - 95

Appendices

98 - 99

Bibliography

102 - 125

EXCUTIVE

SUMMARY

A business or service based on a gap in the market should automatically be remarkable. Theyâ&#x20AC;&#x2122;ve been able to see something they can provide which no one else does.

This report was commissioned to examine and investigate a gap within the womenswear market and to take advantage of the continuous growth of the women’s clothing sector. The report investigates why the sales volume of the brand French Connection has been slowly declining and recommends ways of increasing volume. The research draws attention to the fact that consumers disposable incomes are under pressure and competition is rife within the market companies need to find a way of differentiating themselves. Despite the economic climate affecting consumer spending the womenswear market continued to grow and spending on clothing grew to 4.7% and is expected to grow 3.5% in 2012. Fashion still remained a spending priority for women and consumer research suggested women would prefer to spend more on items with superior quality. Although this should be a perfect market environment for French Connection as consumers are willing to spend for quality purposes, sales fell by 9.5% for the first half of 2012. This coincides with primary research conducted as 52% of consumers surveyed stated they did not think the products reflected the price and that they were of poor quality and style. A collaborative range with an aspirational youth figure such as Olivia Palermo and rebranding French Connection would be beneficial to the company to drive sales. From consumers surveyed 28% would be interested in the concept with 48% of consumers willing to spend at least £50-£100 on an item. The collaboration would be an effective way to surprise and attract new consumers as well changing current perceptions of the brand. The company need to take advantage of the current economic climate and market therefore this would be an ideal time for French Connection to re-launch themselves as a brand. It is recommended that French Connection: • Build a story on design ethos offering reliability, and edge and to change consumer’s perceptions of the brand. • Focus on refitting their flagship store. • Create a promotional campaign to promote the launch of the range and new brand identity.

INTRO-

DUCTION

â&#x20AC;&#x153;

Despite the economic context, consumer spending grew significantly in 2011, suggesting an underlying resilience in the market: shoppers may be deterred by rain, but are unwilling to cut their purchases in response to a deterioration in their spending power.

John Mercer

â&#x20AC;?

European Retail Analyst, 2012

The purpose of this report is to establish a rebranding strategy in order to re-launch ailing fashion brand French Connection focusing on evaluating the current market in order to establish where and how the brand can be re-launched and to gain a further insight into the brand, the strategy will primarily focus on rebranding womenswear. Quantitative research methodologies will be used as this bases information on a representative sample of the population or target group which will help gather sufficient information on whether the proposal will help re-launch French Connection. This will support a marketing, management and advertising strategy.

1. MARKET SECTOR/

SEGMENT

1.1 CURRENT MARKET ANALYSIS The market research gathered focuses on the womenswear market as the company have stated their consumer falls between the age categories of 18-35 years.

Outlook of the market – • The womenswear market has continued to grow in value despite the recessionary climate. • Mintel estimates the women’s fashion market will grow 19% to reach £23.2 billion in 2016. (Women’s Fashion Lifestyles – UK – May 2011) • Consumer spending on clothing grew by 4.7% to £40.6 billion in 2011. (Mintel, Clothing Retailing – UK – October 2011) • 2012 will see a spending growth of around 3.5%, taking total clothing expenditure to £42.0 billion. (Mintel, Clothing Retailing – UK – October 2011)

“With consumers’ disposable incomes under constant pressure, women are buying clothes which are on sale or special offer. With competition rife retailers need to differentiate themselves. There is scope for retailers to focus on adding extra value to their offering in terms of retail experience to spur the market forward.” – Emma Clifford, Fashion and Clothing Analyst, 2012

1.2 market SIZE Fashion remains the first spending priority despite the economic climate lending the market a degree of resiliency. However growth has been limited, as women rein in their expenditure in the current era of austerity. (Women’s Fashion Lifestyles – UK – May 2012)

Fig 1 - Clothing specialists’ sales (£m, incl. VAT), at current and constant prices, 2007-17 £m 45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000

2009

2010

Total £m

2011

Series3

2008

Series2

2007

Series3

Series2

5,000

2012 (est)

2013 (fore)

2014 (fore)

2015 (fore)

2016 (fore)

2017 (fore)

Total £m at 2012 prices

Source: National Statistics/Mintel Clothing Retailing – UK – October 2012 The graph above shows the following findings – • From 2007 there has been a steady rise in sales until 2012 where sales have fallen due to recession and inflation. However due to the ease of inflation forecasted figures show that sales will start to slowly increase. The graph presents that there will be slow growth in the market due to inflation easing and consumers are yet to regain spending power. The information suggests sales in value spending with continue to rise in response to inflation.

Mintel estimates the women’s fashion market to have

grown by 2.9% to £19.6

billion in 2011.

(Mintel, Women’s Fashion Lifestyle - UK - May 2012)

The women’s clothing market has

increased in value by 16%.

(Mintel, Women’s Fashion Lifestyle - UK - May 2012)

The women’s fashion market to have seen

sales increase by 3% to £19.6 billion.

(Mintel, Women’s Fashion Lifestyle - UK - May 2012)

Deflation was constant in clothing until 2010 when rising input prices promoted the retun of positive inflation.

Lower clothing inflation

returned in 2012 and could moderate spending growth for the year.

(Mintel, Clothing Retailing – UK – October 2011)

Fashion remains the first

spending priority within women’s discretionary spending budget.

(Mintel, Clothing Retailing – UK – October 2011) The women’s outerwear spending totalled

£20.0 billion in 2011 nearly double that of men’s outerwear. (Mintel, Clothing Retailing – UK – October 2011)

Figure 2 - UK: Forecast breakdown of consumer spending on clothing, 2012 Mintel forecasts that consumer spending on clothing including accessories will reach £42.0 billion for 2012, broken down thus:

Accessories

13%

Nightwear

Childrenswear

13% Men’s and women’s underwear

25%

Women’s outerwear

48%

Men’s Outerwear

25%

Source: National Statistics/Mintel Clothing Retailing – UK – October 2012

1.3 market SHARE From French Connections Half Year Report for 2012 the following information highlights their position within the womenswear market. • French Connections group revenue declined by 6.6% in difficult market conditions. • 9.5% decline in world-wide retail revenues. • 28% growth in US wholesale revenues, mostly offsetting decline in UK/ Europe. • E-commerce revenue continuing strong growth. (French Connection Half Year Report July 2012)

Fig 3 – Leading clothing specialists, ranked by 2010 revenues (excl. VAT), 2007-11 £m

4,000,000 4,000,000 3,500,000 3,500,000 3,000,000 3,000,000 2,500,000 2,500,000

2,000,000 2,000,000 1,500,000 1,500,000 1,000,000 1,000,000

x ite Ind

ns aF as

hio

M Au ro r

Series5nd

20 11

ve r

Isl

Series4 Ri

20 10

ala

Series3 M at

k 20 09

ew Series2 Lo o

20 08

im ar Series1 k

p Gr ou dia

Ar ca

20 07

500,000 500,000

Source: National Statistics/Mintel Clothing Retailing – UK – October 2012 The graph above presents the following findings – • Marks and Spencer posted a strong growth in revenue with figures being similar to 2010. However performance weakened after Q1. It has been forecasted that the company will underperform in 2012. (Mintel, Clothing Retailing – UK – October 2012) • Next’s top line grew by 4.1% in 2011/12 the latter’s relative success was entirely due to its Next Directory home-shopping operations. (Mintel, Clothing Retailing – UK – October 2012) • Arcadia suffered from poor performance in 2011: Mintel estimated that Topshop sales stood at around £700 million and Topman revenues circa £250 million in 2011. This suggests these two fascia together accounted for around 49% of Arcadia’s fashion retail revenues in 2011. (Mintel, Clothing Retailing – UK – October 2012) 21

2. MACRO MARKETING

ENVIRONMENT

2.1 PESTEL CLUSTER

High Impact

UK households will see a rise in real income levels in 2013 Britain is experiencing demographic ageing Consumer spending up by 3% Nick Clegg’s broken promises on tuition fees

Scottish independence: Cameron and Salmond pave way for 2014 referendum

Banks are starting to boost lending to cash-starved households and businesses Cuts in government spending have led to a fall in demand and also a subsequent fall in consumer spending

Due to an ageing population more people claiming benefits which results in an increase of tax

Half the British population think immigration is bad for the economy

Local

From the start of October the lowest amount of money someone can be paid for doing a job is changing Tooting postcode tops the income list – highest average household income

Inflation is set to ease in 2012 Living standards for low and middle income households will fall until 2020

One in five (22%) under 25s are currently out of work Weakness of housing market Marks & Spencer is among brands which have identified the need to introduce a digital focus Can employers insist employees speak English

John Lewis in Stratford suffered dire trading last week, sales at Stratford City shop were 15.6% lower than a year earlier People with homes worth more than £1m face a rise in their council tax bills as the Coalition Government considers new taxes on wealth Britains seize their chance to plot foreign escape – a strong pound and low property pricings are tempting many to move abroad as well as better quality of life Cold weather boosts sales at John Lewis as online sales surged Next workers campaign for wage increase

Low Impact

Political Factors

Technological Factors

Economical Factors

Environmental Factors

Socio - Cultural Factors

Legal Factors

Figure 4 - PESTEL Cluster Matrix Uncertainty and recession in Eurozone affecting UK exports and investment levels in UK

Food scarcity – UK cannot rely on world food supply U.S. cottonprices closed slightly lower during trading The UK is being affected by global economic slowdown

The Government has been accused of being “reckless and short-sighted” over green policies

Spending from tourists set to increase Sourcing trends: Turkey, Bangladesh are new hotspots

Fears UK could face food crisis after bad weather destroys global crops Zara have been accused of slave labour in their factories in Bangladesh MADE in the UK comes back into fashion

Instagram is beating Twitter on mobile proving a picture is worth 7.3M daily active users Twitter and Facebook harming children’s development

Apple announced that sales of the new iPhone 5 surpassed five million units

Global

Consumers want to communicate with brands in more ways than ever from social media and mobile apps to the physical experience in-store 20,000 Counterfeit Christian Louboutin Shoes Confiscated Some online shops flout consumer laws – companies ignore consumer complaints

Burberry has confirmed revenues witnessed a sharp downfall in its second quarter due to slower demand in the UK and China

Hennes & Mauritz, the Swedish fashion retailer known for its cheap chic, has delayed the launch of internet sales in the US for the second time as it grapples with the challenges of ecommerce Blackberry maker Research in Motion has posted another huge loss as sales continue to be hit by the launch of newer smart phones such as the iPhone 5 Analysts predict Facebook will disappear by 2012

2.2 EVALUATION OF PESTEL CLUSTER After looking at the six major macro marketing environments the following could be provide a potential opportunity or threat to the company. The following headlines will support the gap in the market that has been identified as well as affect any company decisions. The following presents sufficient evidence to support the gap in the market which has been identified • Increased income, spending and wages show that the recession is no longer affecting the economy. • Consumers regaining their confidence. • New sourcing hotspots could help businesses to reduce costs in manufacturing. • Trends such as Made in the UK are emerging; businesses could produce in their own country and reduce costs on importing goods and fuel. • Technological advances allow businesses to communicate and re-engage with consumers on a personal level.

Social media websites become increasingly popular

Consumers want to communicate with brands through social media and mobile phone apps

ECONOMICAL

New sourcing trends Turkey and Bangladesh

CULTURAL

TECHNOLOGICAL

ENVIRONMENTAL

SOCIO

UK households will see an income rise

LEGAL

POLITICAL

Rise in wages

Consumer spending is up by 3%

2.3 visual PESTEL Spending

New sourcing trends

Cotton prices

Consumer spending is increasing

Social media

Communication through apps

Rise in wages

Household income rise

3. demo-

GRAPHICS

3.1 DEMOGRAPHIC CHANGES It is the opinion of your target audience that reveals key truths about how to run your business. Demographics represent the impact that these populations have on the market.

Demographics – Key Points of the 15 – 34 year olds • The youth population in the UK is set to diminish over the next five years, the number of under-25s projected to fall between 2011 and 2016, with 15-19s experiencing the sharpest decline. (Mintel, Youth Fashion - UK - December 2011) • Youth unemployment - the number of 16-24s out of work is breaching the 1 million mark reducing the spending potential of this age group. (Mintel, Youth Fashion - UK - December 2011) • Six in ten women prefer to shop at familiar and trusted stores, with under-25s and ABs emerging as the most store-loyal customers. (Mintel, Women’s Fashion Lifestyles - UK - May 2012)

I prefer better quality clothing they last longer and fit better – it works out I spend more if I buy lots of cheap clothes because I have to replace a lot. – 18-19-year-old AB female (Mintel, Youth Fashion - UK - December 2011)

The number of

14 - 24 year olds is shrinking.

(Mintel, Clothing Retailing - UK - October 2012)

25 - 34s to boost market, growing number will drive sales.

Greater spending potential.

(Mintel, Women’s Fashion Lifestyles - UK - May 2012)

ABs to boost market, high earning shoppers

biggest spenders.

(Mintel,Women’s Fashion Lifestyles - UK - May 2012)

Young adults to live at

home for longer.

(Youth Fashion - UK - December 2011)

3.2 Marketing TYPOLOGIES Marketing typologies is another form of demographic segmentation is to classify consumers by generation. This considers â&#x20AC;˘ Political, economic, social and cultural situations Looking into specific time periods when a consumer comes of age plays an important part of how their opinions and attitudes on fashion, style, consumerism, branding, advertising and technology form. French Connections consumers fall in between Generation X and Y due to their consumers falling between the age ranges of 18 â&#x20AC;&#x201C; 35 years.

Born - 1961 - 1981 Age Range - 29 - 49

entrepreneurial

disaffection GENERATION

GENERATION X

independent

self sufficient

successful urban professionals yupsters affected by divorce, aids, job insecurity shaped by thatcher and reagan years slackers LOST GENERATION business minded childless

GENERATION Y Born - 1982 - 2O02 Age Range - 8 - 28

INSECURE

IPOD GENERATION

TECHNOLOGICAL OVER TAXED 36

DEBT RIDDEN

OVER ACHIEVE SUCCEED ECHO BOOMERS MILLENNIAL GENERATION PRESSURE FROM PARENTS CHILDREN OF GEN JONES GLOBALLY CONNECTED PRESSURIsED MARKETING SAVVY

Lifestyle trends SMALL SCREEN GENERATION Social media is not just just important for an online retailer, but necessary, consumers today check Facebook and Twitter of brand pages. Brands must be cohesive and engaging. The consumer must not see the product as a reason for engaging with the brand. It is about the experience.

peep culture The taking of pleasure in reading into other peopleâ&#x20AC;&#x2122;s lives brands have embraced. Online retailer Net-A-Porter is driving sales and creating a sense of community though an interactive global map that highlights consumer purchases in real time.

POST PC ERA? The future holds a shift into personal computing, in this new era you will be able to pick a device and have instant secure access to personal apps, documents, content, social networks - all seamlessly presented in a way that fits your role and context. This era will see an explosion of innovation, apps and cloud services changing the way we work and live.

social savvy shopper Taking influence from Generation Y the ‘Social Savvy Shopper’ was born and has progressed from the millennial generation. • • • • • • •

Born and raised with technology and brands Strives for success Socialises and communicate through social media Updates their life through Facebook, Twitter and Instagram Remains loyal to particular stores Dedicated followers to fashion Easily influenced by brands and celebrity culture 39

4.market TRENDS

4.1 retailing DKNY London flagship

“Retail isn’t dead, it’s alive with possibility.” (Carolyn Hyams, blog.firebrandtalent.com. 2012) “Retail stores are like the face of the brand. It is what customers are experiencing from the brand. It is their way of meeting the brand.” (Nathalie Iltis, The Fashion Retail Industry and its Branding Strategies for Success – A French Connection Case Study) Here are the following newest opening and trends in the London retail estate market • Covent Garden’s regeneration has seen several new stores and pop-ups on the Piazza and surrounding King Street area.

Casio concept store

• The luxury market continues to perform strongly, with Rag & Bone and Bosideng launching into the UK market and Hugo Boss and DKNY revamping their London flagships. • International and domestic brands still look to Regent Street as London’s top retail destination.

Rag and Bone London 42

H&M sports pop up store

Stella McCartney Adidas store

Wolf and Badger Dover Street

4.2 Marketing/

PROMOTIONAL TRENDS

Tiffany & Co True Lo Marketing and promotion is an essential tool for growing a business. Communication is an important as this allows the business to target and inform customers about their service and products. Marketing and promotion allows a business to • Generate direct sales – marketing and promotion can generate immediate sales • Improve brand awareness • Increase the value of your business The rise of technology has begun to blur the boundaries between online and offline retailing as retailers begin to fuse together digital and physical offerings. Cartier and Tiffany & Co have each successfully used Facebook over to achieve business objectives and gain true return on investment. Storytelling remains fundamental to successful marketing say speakers at Advertising Week in New York. Brands need to find inspiration in timeless solid stories and to look beyond the 30-second TV spot and aim for things people want to share online. Brands have started to embrace location based services, promotion through media such as Youtube and live streaming. Guerrilla marketing techniques have been adopted in order to generate a unique marketing campaigns.

ove

Cartier Lâ&#x20AC;&#x2122;Odyssee

Tiffany & Co True Love Mr. Porter Style Around the World

John Lewis The Journey Mulberry - A Forest Fairytale

5. QUANTITATIVE

RESEARCH

5,1 QUESTIONNAIRE RESULTS

The following information summarises the results collected from a survey carried out targeting French Connections consumers in order to gather information on whether or not they would be interested in buying into the proposal.

See Appendix 1 for questionnaire

How much would you be willing to spend on a collaborative dress?

What is your own yearly income?

24% 24% What brand do you shop at?

8% between £20,000 - £30,000 Which category below includes your age? 20 or younger

What is your occupation?

48%

of consumers answered student

£50 - £60

RIVER ISLAND

£100+

TOPSHOP

£20,000

£60 - £70

less than

16% 14%

ZARA

£90 - £100

88%

Would you consider buying from a celebrity collaborative fashion range with French Connection, why? (Consider price, style, availability)

19 - 29

54% 44%

DAISY LOWE

What celebrities would you like to see French Connection collaborate with? (Paloma Faith, Ellie Goulding, Abi Clancy, Leona Lewis, Marina Diamandis, Nicola Roberts, Daisy Lowe)

Do you think the price point reflects the style and quality of a product? ( i.e. £220 for a party dress)

52% no 18% percent said yes

12 percent 28 percent 38 percent

said YES said MAYBE said NO

Do you shop at French Connection?

66%

percent said

SAID

What do you think of the brand and their products?

POOR QUALITY

OUTDATED

OVERPRICED COMBINATION OF PRICE, STYLE, QUALITY 49

6.evaluATION OF GAP IN

THE MARKET

6. EVAULATION OF GAP IN THE MARKET

After analysing all aspects of the proposed market there was a substantial amount of information which has helped to identify an opportunity in the market. The following information has been drawn from the youth and womenswear market.

Shifts in the key players in the sector Marks and Spencer’s performance in the market weakened. During the recession Next UK has been a success with sales growing steadily. (Mintel, Clothing Retailing - UK - October 2012) Arcadia sufffered a poor performance in 2012 with poor performance from all brands carried in the group. (Mintel, Clothing Retailing - UK - October 2012)

Broader market environment and macro marketing environment Consumer spending is up. Consumers want to communicate with brands through social media and mobile phone apps. Rise in wages.

Projected growth within the market The clothing specialists sector is expected to see growth of 1.8% for 2012. (Mintel, Clothing Retailing – UK – October 2012) Falling cotton prices has made clothes affordable for consumers. (Mintel, Clothing Retailing – UK – October 2012) Inflation is easing and unemployment falling, pressure on household budgets is lessening. (PWC.com, UK Economic Outlook, 2012) The under-25s continued to spend on clothing spending an estimated £10.3 billion in 2011. Mintel, Youth Fashion UK - December 2011 report. 53

Retailing, lifestyle and marketing shifts Teens, ABs, are inclined to shell out more on fashion. (Youth Fashion – UK – December 2011) Consumers aged over-20 spend the biggest share of their budgets on food this is ranked as their second largest expenditure after rent and bills. (Youth Fashion – UK – December 2011) Clothing is still a key purchase for those ages between 15 – 19 however for consumers aged between 20 – 24 rent/mortgage/ bills is priority. (Youth Fashion – UK – December 2011) 43% of women still like to browse in store for products rather than online. (Clothing Retailing – UK – October 2012)

Socio anthropological typologies The new emerging consumer has characteristics such as – Brand loyalty. Easily influenced and led by celebrity culture. Communicated through social media and technology. Despite the recent economic downturn and factors such as the euro crisis, clothing retailers should remain cautious. The return of deflation in the sector and falling inflation should help boost clothing sales. 54

From the new consumer that has emerged French Connection could take advantage of their characteristics to sell their collaborative range. Producing a range with an aspirational youth figure couldDraw the consumer to buy from French Connection as they are influenced by celebrity culture as well creating brand awareness and could potentially build brand loyalty.

After evaluating the gap in the market the key findings that will be drawn upon to justify my proposal are – • Key players in the market underperformed giving the company the opportunity to gain market share. • Consumer spending is on the rise therefore French Connection need to find a way of driving customers to purchase from them rather than their competitors. • Communication through social media and technology can give French Connection the chance to create a personal relationship with their consumer. • Consumers have indicated that they tend to purchase in-store than online providing a platform for the brand to redesign their flagship store and launch new store concepts.

7.QUALITATIVE

RESEARCH

7. 1 focus group

RESULTS

Overall there is enough research to prove that the proposal would work and justifies the re-branding strategy which would consist of • Collaborative range with an aspirational youth figure - Consumers would be interested in buying a collaborative item.

I often find out about fashion news via Twitter and if I'm intrigued, it’s easy to click the link and see what it’s about!

• Re-fitting the French Connection flagship store - Consumers still shop on the high street and would visit the store so that they could physically see the product. • Promotional activities – Consumers were very much connected with social media this would be an ideal method of promoting their new range as they could target a nationwide and possibly worldwide audience. The idea of a live catwalk interested the consumers as it would gain their attention to visit the store.

See Appendix 2 for focus group questions

iPads, apps for iPhones, TV’s in store with catwalks/adverts/ mini-movies using these types of advertising or technology would gain my attention .

I like the idea of a catwalk. I would like it to be move exclusive such as a ticketed event, I don't like it when shops are too busy and it makes me leave without buying anything.

Consumers are willing to spend up to ÂŁ100 on a collaborative piece

I would be nterested if I could have a sneak peek of the items in the range and maybe a pre-order special for fans of Facebook or twitter might make me more likely to buy something.

Consumers were users of social networking sites and followed brands on Facebook and often found themselves browsing the site if they posted about any new products or promotions. 59

8.competitor

RESEARCH

8. cOMPETITOR RESEARCH

The competitors that were identified were Whistles, Ted Baker, Karen Millen and Reiss in terms of product, price and style. The purpose of this research is to analyse each competitor individually in order to gain an in depth understanding of how they operate as well as to understand their marketing strategies and product range. The main areas of focus were the unique selling points of the competitors products, pricing structure and aesthetics these particular areas were focused on due to French Connection needing to evaluate what their competitors are doing to get their products right.

Affordability

Figure 5 - Competitor Matrix

PRIMARK New Look FOREVER 21 NEXT River Island Warehouse Oasis Monsoon

Jigsaw COAST

H&M Mango

ZARA TOPSHOP

Banana Rebuplic COS French Connection HOBBS Karen Millen TED BAKERREISS Acne Jaeger Paul Smith

Design Appeal

USP

Recognisable slickness, well made, high quality and fashion forward Karen Millen

USP

The detail and cut defines Reiss clothing as being classically sexy

Whistles

USP

Couture quality clothing at affordable prices

Reiss Ted Baker

USP

To understand the competitors product range the unique selling point of each brand was identified to see how each competitors differentiate their products from other brands as from primary research consumers stated they thought French Connections products were poor quality, outdated and not stylish. Therefore the brand need to revaluate their product offering to establish what they need to change and improve on and to look at what USP they want to offer to their consumer.

Clear, unswerving focus on quality and attention to detail

REISS TOP PRICING STRUCTURE

Reiss

Low price £29 Average price £82 High price £149

Ted Baker

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

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 high end. However some brands such as Reiss and Ted Baker 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.

Karen Millen

TED BAKER TOP PRICING STRUCTURE Low price £39 Average price £79 High price £169

Reiss Whistles

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

Ted Baker

Whistles 65

Brand

Reiss

Brand

Ted Baker

Style

Emma Sequin Dress

Style

Mecia Sequin Print Dress

Fabric

100% cotton

Fabric

96% polyester 4 % elastane

Price

ÂŁ265

Price

ÂŁ159

Feature

Bodycon, midi length, slight sheer weave with nude underlayer

Feature

Cap sleeve, round neck, sequin detailing and full skirt

Brand

Whistles

Brand

Karen Millen

Style

Victoria Lace Dress

Style

Baroque Mesh Dress

Fabric

78% viscose 22% polyamide

Fabric

100% polyester

Price

£175

Price

£210

Feature

Tiered skirt, keyhole detailing and structured bodice

Feature

Metallic gold lace embroided mini dress with 3/4 length sleeves

The product comparison allows French Connection to review their competitor’s products. A similar range of products was chosen and compared under the same criteria. Each brand uses uneven and psychological pricing. The product design of each dress captures sophistication and all have a distinctive feature. Each brand takes an iconic style of dress and creates a modern twist.

9.rational for

PROPOSAL

9. rationale for PROPOSAL

The proposal that has been created is to re-brand ailing fashion retailer French Connection. The focus will be on re-branding womenswear. My rebranding strategy will consist of the following • Create a collaborative collection with an aspirational youth figure. • Focus on refitting their flagship stores. • Create a new advertising campaign promoting the new collection.

The following research collected supports the proposal that is being put forward. The current market environment is in a stable condition to launch this product as • Household income rise. • Consumer spending is up by 3%. • The womenswear market is still continuing to grow. • Clothing is a key purchase for those aged between 15 – 19. It would be beneficial for the company to launch the range rather than creating a new brand to launch the range because It can refresh the brand’s image and introduce new features and characteristics of the brand and its product. The company can assess their current market position, where they want to be, price points and allow them to create a visual exciting and interactive store to entice the consumer to shop with them. From the focus groups results • Consumers would be interested in the concept of a collaborative range depending on style. • They stated they would be willing to spend up to £100 on a collaborative piece. • Consumers would still rather purchase in store justifying a store re-fit for their flagship store as they can use this as a platform to show their new brand identity. After evaluating French Connections competitors such as Whistles who successfully rebranded themselves French Connection need to find a gap in the market and produce a product that will target the wants and needs of that consumer. The concept of a collaborative range to re-launch French Connection would help the brand to re-establish themselves in the market.

10.THE PRODUCT

PROPOSAL

10.1 the product AND SERVICE

The service provided will be a marketing and promotional strategy consisting of an • Effective marketing and social media campaign • Store re-fit to provide the latest retailing technology The product will be a collaborative clothing range with Olivia Palermo. The clothing range will feature clothing that will reflect Olivia’s style. The range will have a heavy emphasis on party pieces such as party dresses and evening tops but will still include daywear items. Although from primary research consumers stated they would like to see Daisy Lowe collaborate with French Connection, Olivia Palermo was chosen as the French Connection consumers can relate to her style which can be described as classy with seasonal twists as well as mixing high street and designer.

OLIVIA PALERMO 26 year old American socialite, model and actress. She was a cast member of the reality television show The City.

“

My style is true

to who I am,

it’s how I feel, it’s everything. 75

10.2 Pricing

STRUCTURE

French Connection need to establish whether they are a mid-market or premium brand. From primary research 38% of consumers stated the reason why they did not shop at French Connection was because they found the brand overpriced. Although the research suggests the company needs to lower their prices the company needs to decide whether they want to be seen as a mid-market or premium before deciding their pricing structure.

French Connection is neither lowprice nor high-fashion, so it needs

to carve out its value offering in this dangerous, competitive middle ground.

CHRIS WILLINGHAM Parter, Fallon (which formerly handled French Connectionâ&#x20AC;&#x2122;s advertising)

DRESS PRICING STRUCTURE Low price £40 Average price £195 High price £350

TOP PRICING STRUCTURE Low price £20 Average price £115 High price £210

From looking at the pricing structure there is a notable contrast between the lowest and highest priced items. The lowest priced items allow anyone to buy into the brand and the higher priced items reflect the brand trying to pursue a premium status. French Connection uses uses psychological pricing using end digits such as five to try and assure consumers that they are saving money.

TROUSER PRICING STRUCTURE Low price £37 Average price £131 High price £225

10.3 BRANDING

The re-branding strategy will define how, what, where, when and to whom the branding will be be communicating to and to who the brand message will be delivered to.

The branding strategy will attempt to answer the following -

What is your companyâ&#x20AC;&#x2122;s mission? To re-engage with the French Connection consumer, build a story on design ethos offering reliability and edge and to change their perceptions of what they think of the brand.

What are the benefits and features of your products or services? They will provide an exciting, fresh product range for consumer in this crowded market place which will take into the consideration the wants and needs of the consumer.

What qualities do you want the consumers to associate with your company? The consumers still associate French Connection with the edgy brand from their FCUK era. However this needs to change the consumers should recognise the company leads with quality and design and provide classic pieces and inspired one off garments.

10.4 ansoff MATRIX

The Ansoff Growth matrix is a marketing planning tool that helps a business determine its product and market growth strategy.

NEW MARKETS

EXSISITING MARKET

EXSISTING PRODUCTS

NEW PRODUCTS

MARKET PENETRATION

PRODUCT DEVELOPMENT

MARKET DEVELOPMENT

DIVERSIFICATION

Market Penetration French Connection’s collaborative range falls into this growth strategy as the business is selling an existing product. This strategy allows the business to focus on markets and products that they know well as well as to achieve these objectives – •

Maintain or increase the market share of current products.

•

Secure dominance of growth markets.

•

Restructure a mature market by driving out competitors.

•

Increase usage by existing customers .

Product Development The range can be classified as a product development as this strategy may require the development of new competencies and requires the business to develop products which can appeal to existing markets which what the company is trying to achieve which is to modify their products to appeal to an existing market. This strategy would be suitable for French Connection as their products need to be differentiated in order to remain competitive. The company would need to focus on the following in order to create a successful product – •

Research & development and innovation.

•

Detailed insights into customer needs and how they change.

11.CONSUMER THE

11.1 consumer

TYPOLOGIES

20 - 29 YEARS OLD EARNS LESS THAN £20,000 STILL LIVING AT HOME SHOPS AT TOPSHOP, RIVER ISLAND AND ZARA PREFERS TO SHOP AT FAMILIAR TRUSTED BRANDS BIG SPENDING POTENTIAL INVESTS IN FEWER ITEMS OF SUPERIOR QUALITY 85

11.2 RESEARCH RESULTS

From primary research 38% of consumers stated that they wouldn’t be interested if French Connection produced a collaborative clothing range with a celebrity as it did not interest them. However 28% of those asked said that they may be interested in a celebrity collaboration depending on celebrity, price and style.

From the secondary research the following information provides evidence that the consumer would buy the collaborative range – • Fashion remains the first spending priority. • Deflation returning to the clothing category. • Household spending increased by 3%. • Mintel estimates that the sector will expect to see a growth of 3.5% in 2012. • There is a clear dichotomy in the spending habits of 15-19s and 20-24s, with the former ranking clothing as their most significant expenditure category.

These are some of the responses received regarding whether or not they would purchase products from a collaborative clothing range -

Yes adds more of a style

and freshness to the brand.

No, the brand needs to be improved before I would buy.

Yes celebrities influence fashion. Yes, if it was a good celebrity, not someone from a TV programme, they would have to have

good style

credentials to justify the price

Celebrity collaboration doesnâ&#x20AC;&#x2122;t really make any difference to me. However if I

like the style of a particular celebrity then I might like the garments or I

consider buying from their range.

Maybe, I think if they put the right spin on it and do something like H&M I think it could be great but they first have to

reach out to a younger audience

because I find that their clothes are more suited to women in their 30â&#x20AC;&#x2122;s.

I suppose I would pay a bit more if the celebrity was one whose style I really loved but still not too pricey! And a limited availability would make it cool because then the items would feel more special and worth spending extra on.

12. marketing and

PROMOTION STRATEGY

12. Marketing and PROMOTIONAL STRATEGY

Marketing and promotion are key activities for promoting a brand or product and can generate direct sales, improve brand awareness and increase the value of the business. The following strategies will be used to promote the collaborative range at French Connection – • • • •

Advertising Sales promotion Social Media Personal selling

The range will be promoted as a limited edition to increase demand and boost sales. Makeing the collection limited and scarce creates an attractive proposition to know that only a restricted number of people will have the same item.

Different types of advertising mediums or channels will be used to promote the range, for example – • Print media – Advertising will feature in magazines such as Vogue, Elle, Grazia as their readership is French Connections target consumer. • Outdoor advertising – Billboards will feature the campaign this won’t directly advertise towards the target consumer it will promote to a mass media. • Internet advertising – Social media will be used as a platform to launch the range.

SOCIAL MEDIA Companies can use social media to mould their brand personalities and form relationships with their consumers.

“Customers can feel like they are part of the brand’s extended family, while the interactive element further deepens that relationship,” said Alex Bolen, chief executive officer of Oscar de la Renta. The social media websites that that will be used to promote the range – Facebook, Twitter, Tumblr, Pintrest and Instagram

PERSONAL SELLING

Selling is a key factor for persuading consumers to buy into the brand. As previously mentioned 43% of consumers stated that they browsed and purchased from in – store. Customer experience can make or break whether a customer purchases or not and gives the opportunity to sell the benefits of their products and provide a personal experience for the consumer. 91

13. SWOT ANALYSIS

13. swot

ANALYSIS

strengths • • • • •

Large share in the clothing market. Established a strong brand awareness through their FCUK campaign. International brand. The company has diversified by stocking other items such as accessories and homeware. Brands within the company portfolio include TOAST and Great Plains.

weaknesses

• Consumers associate the brand with FCUK which is what the company want to move away from. • Strive to produce products which fuses high quality as well as affordability however consumers thought the brand and products did not reflect the price and thought the brand was outdated and the clothing was of poor quality. • Need to connect with their target market its use of social media appears to lag behind rivals. • There still remains a large selection of items with the FCUK branding the brand needs to redefine itself as being credible and fashion forward. • The company need to show it is not FCUK led.

Opportunities • Consumer spending is on the rise. • The collaborative range with can allow the company to create a range based on quality and designs and inspire one-offs to help re-build the brands design ethos. • Store re-fits can bring excitement and introduce innovative retailing allowing the brand to communicate their products through technology. • French Connection is neither low or high priced so with the re-branding process the company can carve out its value offering. • Consumers look to buy investment pieces that will last says Drapers reporter Victoria Gallagher.

Threats

• Other mid-level brands have successfully entered the market with the rising brand credibility of the low-price chains, French Connection has to work hard to regain credibility and relevance. • French Connections prices are pitched towards the premium end of the high street and has to compete against lower priced trend led competitors. • Britain is in a time of austerity which has led to the middle market suffering. • Competitors such as Topshop and H&M launching collaborative ranges with designers or wellknown celebrity figures.

APPENDIces

appendix

Appendix 1 French Connection Womenswear Questionnaire Below is the questionnaire that I used to gather answers to substantiate whether or not there is a gap in the market for my proposal. 1) Which category below includes your age? What is your gender? • 20 or younger • 21 – 29 • 30 – 39 • 40 – 49 • 50 – 59 2)

What is your own yearly income?

• • • • •

Less than £20,000 £25,000 - £30, 000 £30,000 - £35, 000 £35,000 - £50,000 More than £100,000

What is your occupation?

What brands do you shop at?

Do you shop at French Connection? Why?

What do you think of the brand and their products?

Do you think the price point reflects the style and quality of a product? ( i.e. £220 for a party dress)

8) Would you consider buying from a celebrity collaborative fashion range with French Connection Why? (Consider price, style, availability) 9) What celebrities would you like to see French Connection collaborate with? (Paloma Faith, Ellie Goulding, Abi Clancy, Leona Lewis, Marina Diamandis, Nicola Roberts, Daisy Lowe)

10) • • • • • • •

How much would you be willing to spend on a collaborative dress? Less than £50 – £60 £60 - £70 £70 - £80 £80 - £90 £90 - £100 £100 plus

Appendix 2 1. How interested would you be in the idea of French Connection collaborating with a celebrity to create a one off clothing range? 2. If French Connection were to collaborate with the following who would you most likely want to see the brand collaborate with? Olivia Palermo, Paloma Faith, Ellie Goulding, Daisy Lowe. 3. How much would you be willing to spend on a collaborative item? 4. Where would you most likely buy the product? In-store or online? 5. If you were to purchase garments from store would you be more attracted to visit the store if it was interactive? I.e. use of iPads, self-service machines, Wi-Fi etc. 6. How would you expect this product to be advertised? In-store, online, TV advertising etc. 7. Would you be more likely to visit the collection in store if there was some type of event going on in store? I.e. live music, catwalk etc. 8. Are you an active user of any social networking sites? 9. If social media was used as a platform to promote this collaborative range would this draw your attention to the collaboration in terms of wanting to view or purchase?

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ILLUSTRATIONS Pages 6 - 7

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Figure 12. Unknown. (2012) London Homes [online image] http://mathieuhelie.files.wordpress.com/2008/03/southkensington.jpg?w=1200&h=1022, (Accessed on 31.10.12)

Pages 32 - 33

Figure 13. Unknown. (2012) Poppy Delevigne London Fashion Week February 2012. [online image] http:// bfboftheweek.blogspot.co.uk/2012/02/poppy-delevigne-during-lfw-february.html, (Accessed on 31.10.12)

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Figure 14. Issu.com, (2012), Slow the world down http://issuu.com/rosieribbons/docs/reiss, (Accessed on 20.11.12)

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Figure 15. Unknown. (2012) Clothing Style [online image] http://www.socialbliss.com/assets/user_images/ pic_7210_1347347303.jpg, (Accessed on 23.11.12) Figure 16. Unknown. (2012) Vogue Magazines [online image] http://soulcityguide.com/wp-content/ uploads/2012/10/8cGub.jpg, (Accessed on 23.11.12) Figure 17. Unknown. (2012) Mango Shopping Bag [online image] http://4.bp.blogspot.com/-U2m-iSguoX0/TuYIujp1sI/AAAAAAAABD8/tmvts7WoJzY/s1600/DSC_0202.JPG, (Accessed on 23.11.12) Figure 18. Unknown. (2012) Charlotte Wiggins [online image] http://25.media.tumblr.com/tumblr_ makj7jo4Jt1qk7xd5o1_1280.jpg, (Accessed on 23.11.12) Figure 19. Unknown. (2012) London City [online image] http://www.tumblr.com/tagged/london%20 city?before=1353721578, (Accessed on 23.11.12) Figure 20. Unknown. (2012) iPod [online image] http://www.tumblr.com/tagged/ipod%20 touch?before=1352998667, (Accessed on 23.11.12) Figure 21. Unknown. (2012) Starbucks [online image] http://web.stagram.com/location/89733, (Accessed on 23.11.12)

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Figure 22. Unknown. (2012) DKNY London Flagship [online image] http://www.obrist-interior.com/retail/ fashion-accessory.html, (Accessed on 29.11.12) Figure 23. Unknown. (2012) HM Pop Up Store [online image] http://alexloves.com/wp-content/ uploads/2012/07/HM1226.jpg, (Accessed on 29.11.12) Figure 24. Unknown. (2012) Casio Store Concept [online image] http://retaildesignblog.net/wp-content/ uploads/2012/05/Casio-concept-store-by-Harrimansteel-London-02.jpg, (Accessed on 29.11.12) Figure 25. Unknown. (2012) Stella McCartney and Adidas [online image] http://www.graziadaily.co.uk/ pub/21publish/f/fashion/AdidasStella-Shop.jpg, (Accessed on 29.11.12) Figure 26. Unknown. (2012) Rag and Bone London [online image] http://cdclifestyle.com/wp-content/ uploads/2012/08/rag-and-bone-2-11.jpg, (Accessed on 29.11.12) Figure 27. Unknown. (2012) Wolf and Badger Dover Street [online image] http://www.hipshops.com/img/ shopPhotos/261/5.gif, (Accessed on 29.11.12)

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28 30

33 32

Figure 28. Tiffany and Co. (2012) Tiffany and Co True Love [online image] http://2.bp.blogspot.com/0JFVtOrT0BU/TzT0ywwIPII/AAAAAAAAAjY/cAvUmLhdZcA/s1600/Tiffany+and+Co.png, (Accessed on 29.11.12) Figure 29. Cartier. (2012) Cartier Lâ&#x20AC;&#x2122;Odyssee [online image] http://theinspirationroom.com/daily/ commercials/2012/3/cartier_panther.jpg, (Accessed on 29.11.12) Figure 30. Mr Porter. (2012) Mr Porter Style Wherever You Are [online image] http://4.bp.blogspot.com/d6YAn90W7Ik/UFodstAxfOI/AAAAAAAAJb8/xJQQqS3aNAU/s1600/MrPorterAW125.jpg, (Accessed on 29.11.12) Figure 31. Tiffany and Co. (2012) Tiffany and Co True Love [online image] http://2.bp.blogspot.com/0JFVtOrT0BU/TzT0ywwIPII/AAAAAAAAAjY/cAvUmLhdZcA/s1600/Tiffany+and+Co.png, (Accessed on 29.11.12) Figure 32. John Lewis. (2012) John Lewis The Journey [online image] http://cached.imagescaler.hbpl. co.uk/resize/scaleToFit/427/285/?sURL=http://offlinehbpl.hbpl.co.uk/news/OKM/2CFF842D-F09E-7D12DA83C8134B4A1A90.jpg, (Accessed on 29.11.12) Figure 33. Mulberry. (2012) Mulberry A Forest Fairytale [online image] http://www.dexigner.com/news/25309, (Accessed on 29.11.12)

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Figure 34. Unknown. (2012) Shoe Collection [online image] http://media-cache-ec6.pinterest.com/ upload/277886239478626316_DiGkrDrG.jpg, (Accessed on 16.11.12) Figure 35. Unknown. (2012) HM Store [online image] http://www.tumblr.com/tagged/maison%20martin%20 margiela?before=1353441451, (Accessed on 16.11.12) Figure 36. Unknown. (2012) Topshop Merchandising [online image] http://24.media.tumblr.com/tumblr_ m83spf4BXG1qkzcg6o1_1280.jpg, (Accessed on 16.11.12) Figure 37. Unknown. (2012) Blue Jumper [online image] http://bloggfiler.no/carolinemaria.blogg.no/ images/301460-7-1350655863684.jpg, (Accessed on 16.11.12) Figure 38. Unknown. (2012) White iPhone [online image] http://1.bp.blogspot.com/-VbGUYwSfZJ4/ UGRIXjAvTmI/AAAAAAAAD00/yy1PHzg2Nvk/s640/tumblr_mb0cpb98hd1r6y3u1o1_500.jpg, (Accessed on 16.11.12)

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Figure 39. Unknown. (2012) HM Neon Dress [online image] http://anjasrunway.blogspot.co.uk/2012/06/colorpalette-for-this-week.html, (Accessed on 16.11.12) Figure 40. Unknown. (2012) Clutch Bag [online image] http://aelidaa.blogspot.co.uk/2012_06_01_archive.html, (Accessed on 16.11.12) Figure 41. Unknown. (2012) Mary Katrantzou Catwalk [online image] http://heycrazy.files.wordpress. com/2010/10/maryk4.jpg, (Accessed on 16.11.12) Figure 42. Unknown. (2012) Clothing Rail [online image] http://25.media.tumblr.com/tumblr_ m3t3uyF3FF1qbimspo1_1280.jpg, (Accessed on 16.11.12) Figure 43. Unknown. (2012) Bedroom Wardrobe [online image] http://2.bp.blogspot.com/-2abRofQHp8E/ TlbpHbEsp7I/AAAAAAAAAHo/RjPW9foooSs/s1600/tumblr_loquxgpF271qbhzh3o1_500.png, (Accessed on 16.11.12) Figure 44. Unknown. (2012) Vogue Magazines [online image] http://i63.photobucket.com/albums/h136/ marta_007/stal/IMG_3073.jpg, (Accessed on 16.11.12) Figure 45. Unknown. (2012) Australian Model [online image] http://4.bp.blogspot.com/-db00SSN9qp4/ UFRnZMDCG0I/AAAAAAAAFAw/NMpnq_b7BT4/s1600/H134756219134613_9.jpg, (Accessed on 16.11.12)

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Figure 46. Unknown. (Unknown) Style Blog [online image] http://t2.gstatic.com/images?q=tbn:ANd9GcS6bg5IH ZGzKb6V8_V87dOzHrlL9ZUC-C43YVotzyv2xfb1vsqq4g&t=1, (Accessed on 16.11.12) Figure 47. Unknown. (Unknown) Street Style [online image] http://www.juliacatarina.com.br/wp-content/ uploads/2012/07/160401_980.jpg, (Accessed on 16.11.12) Figure 48. Unknown. (Unknown) Street Style [online image] http://24.media.tumblr.com/tumblr_ mdxf1xG9Xc1qh9n5lo1_1280.jpg, (Accessed on 16.11.12) Figure 49. Unknown. (Unknown) Street Style [online image] http://25.media.tumblr.com/tumblr_ me9k8bRdHW1qh9n5lo1_1280.jpg, (Accessed on 16.11.12)

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Figure 50. Whistles. (2010) Whistles Fall 2012 [online image] http://www.futureclaw.com/whistles-fall-2012. html, (Accessed on 27.11.12) Figure 51. Reiss. (2012) Reiss Autumn Winter 2012 Lookbook [online image] http://www.fashion-style.becomegorgeous.com/fashion_news/reiss_autumnwinter_2012_ lookbook-8798.html, (Accessed on 27.11.12) Figure 52. Karen Millen. (2012) Karen Millen Autumn Winter 2012 Lookbook [online image] http://www.hypemeanseverything.com/2012/10/31/introducing-karen-millen/, (Accessed on 27.11.12) Figure 53. Ted Baker. (2012) Ted Baker AW 2012 [online image] http://feedsmix.blogspot.co.uk/2012/10/tedbaker-2012-2013.html, (Accessed on 27.11.12)

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Figure 54. Reiss. (2012) Reiss Autumn Winter 2012 Lookbook [online image http://angelfashionline.blogspot.co.uk/2012/09/reiss-autumn-winter-2012-2013-womens.html, (Accessed on 27.11.12) Figure 55. Unknown. (2012) Ted Baker Autumn Winter 2012 [online image] http://www.WGSN.com, (Accessed on 27.11.12) Figure 56. Karen Millen. (2012) Karen Millen Collar [online image] http://farm9.staticflickr.com/8321/802029395 8_12ea26a1dd_o.jpg, (Accessed on 27.11.12) Figure 57. Whistles. (2012) Whistles Autumn Winter 2012 [online image] http://www.futureclaw.com/whistlesfall-2012.html, (Accessed on 27.11.12) Figure 58. Whistles. (2012) Whistles Autumn Winter 2012 [online image] http://www.WGSN.com, (Accessed on 27.11.12) Figure 59. Reiss. (2012) Reiss Autumn Winter Collection Sneak Peak [online image] http://www.memoirmode.com/2012/06/24/reiss-autumnwinter-collection-sneaky-peak/, (Accessed on 27.11.12) Figure 60. Ted Baker. (2012) Ted Baker Fit Flare Dress [online image] http://shop.nordstrom.com/s/ted-baker-london-media-satin-fit-flare-dress/3402266, (Accessed on 27.11.12) Figure 61. Whistles. (2012) Whistles Autumn Winter 2012 [online image] http://www.WGSN.com, (Accessed on 27.11.12)

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Figure 62.Reiss. (2012) Emma Sequin Dress [online image] http://www.reiss.com/womens/dresses/emma/ black/, (Accessed on 27.11.12) Figure 63.Ted Baker. (2012) Mecia Sequin Dress [online image] http://www.tedbaker.com/women%27s/ women%27s_clothing/dresses/99314-sequin_print_dress/detail.aspx, (Accessed on 27.11.12) Figure 64.Whistles. (2012) Victoria Lace Dress [online image] http://www.whistles.co.uk/fcp/product/Whistles// Victoria-Lace-dress/903000058415, (Accessed on 27.11.12) Figure 65. Karen Millen. (2012) Baroque Mesh Dress [online image] http://www.karenmillen.com/baroque%20 mesh%20dress/afterdark/KarenMillen/fcp-product/103DP27602, (Accessed on 27.11.12)

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Figure 66. Unknown. (Unknown) Olivia Palermo Collaboration [online image] http://whowired.net/files/attach/ images/53745/459/115/f5a5a041bd3a7de7790953816680c82d.jpg, (Accessed on 27.11.12)

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69 68 67

71 70 Figure 67. Unknown. (Unknown) Olivia Palermo [online image] http://farm9.staticflickr.com/8321/8020293958_ 12ea26a1dd_o.jpg, (Accessed on 24.12.12) Figure 68. Unknown. (Unknown) Olivia Palermo [online image] http://www.tumblr.com/tagged/olivia-palermo, (Accessed on 24.12.12) Figure 69. Unknown. (Unknown) Olivia Palermo [online image] http://www.tumblr.com/tagged/olivia-palermo, (Accessed on 24.12.12) Figure 70. Unknown. (Unknown) Olivia Palermo [online image] http://www.tumblr.com/tagged/olivia-palermo, (Accessed on 24.12.12) Figure 71. Unknown. (Unknown) Olivia Palermo [online image] http://www.tumblr.com/tagged/olivia-palermo, (Accessed on 24.12.12)

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Figure 72. Fallon. (Unknown) Chris Willingham [online image] http://www.fallon.co.uk/uploads/team/ picture_11.jpg, (Accessed on 24.11.12) Figure 73. Unknown. (Unknown) Gold Sequin Dress[online image] http://ettlivmedbenprotes.blogg.se/category/tumblr.html, (Accessed on 24.11.12) Figure 74. Unknown. (Unknown) Zip [online image] http://25.media.tumblr.com/tumblr_ m04cpdrJsR1r2s5s5o1_1280.jpg, (Accessed on 24.11.12) Figure 75. Unknown. (Unknown) Clothing Rail [online image] http://vogue-models.tumblr.com/, (Accessed on 24.11.12) Figure 76. Unknown. (Unknown) Outfit [online image] http://vogue-models.tumblr.com/, (Accessed on 24.11.12) Figure 77. Unknown. (Unknown) Necklace [online image] http://vogue-models.tumblr.com/, (Accessed on 24.11.12) Figure 78. Unknown. (Unknown) Jeans [online image] http://vogue-models.tumblr.com/, (Accessed on 24.11.12) Figure 79. Unknown. (Unknown) Statement Necklace [online image] http://vogue-models.tumblr.com/, (Accessed on 24.11.12)

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Figure 80. Reiss. (2012) Reiss Autumn Winter Collection Sneak Peak [online image] http://www.memoirmode.com/2012/06/24/reiss-autumnwinter-collection-sneaky-peak/, (Accessed on 27.11.12) Figure 81. Unknown. (Unknown)Ted Baker Bag [online image] http://www.oysteruk.com/flash.php, (Accessed on 27.11.12) Figure 82. Unknown. (Unknown) Whistles Box [online image] ccsmclays.co.uk, (Accessed on 27.11.12) Figure 82. Whistles. (2010) Whistles Fall 2012 [online image] http://www.futureclaw.com/whistles-fall-2012. html, (Accessed on 27.11.12) Figure 83. Unknown. (Unknown) Karen Millen Perfect Dress [online image] http://fashionistachloe.blogspot. co.uk/2012/11/event-karen-millen-perfect-dress.html, (Accessed on 27.11.12) Figure 84. Reiss. (2012) Explore Reiss Stores [online image] www.reiss.com/explore/stores, (Accessed on 27.11.12) Figure 85. Unknown. (Unknown) Take on Ted [online image] http://www.tedbakerblog.com/wp-content/uploads/2010/10/takeonted.jpg, (Accessed on 27.11.12) Figure 86. Unknown. (Unknown) Karen Millen Logo [online image] http://eyediologyopticians.co.uk/product_images/uploaded_images/karen-millen-logo.jpg, (Accessed on 27.11.12) Figure 87. Unknown. (Unknown) Reiss Bag [online image] http://3.bp.blogspot.com/-SEnzdUgPi8g/T5plP3vmsoI/AAAAAAAAAzc/PZV91YpSfEo/s640/Har vey+Nichols+Limited+Edition+Bag.jpg , (Accessed on 27.11.12) Figure 88. Unknown. (Unknown) Karen Millen Label [online image] http://storage.hardlyeverhighstreet.com/images/1/a1507_8.jpg, (Accessed on 27.11.12)

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93 Figure 89. Unknown. (Unknown) Wednesday Workspace [online image] http://2.bp.blogspot.com/-FjaQrwiiH5U/T885792EnLI/AAAAAAAAEBA/EYLHfEv3n2Q/s1600/ workspace1.jpg, (Accessed on 27.11.12) Figure 90. Unknown. (Unknown) Clothing [online image] http://estherboutique.files.wordpress.com/2012/11/ tumblr_md8gafifbk1qg5tb3o1_1280.jpg, (Accessed on 27.11.12) Figure 91. Unknown. (Unknown) American Apparel Label [online image] http://25.media.tumblr.com/tumblr_mbj9kn5ljL1rdkfhzo1_1280.jpg, (Accessed on 27.11.12) Figure 92. Unknown. (Unknown) Street Style [online image] http://25.media.tumblr.com/tumblr_mau7wex0Ip1r1t6dgo1_1280.jpg, (Accessed on 27.11.12) Figure 93. Unknown. (Unknown) Cocktail [online image] http://24.media.tumblr.com/tumblr_mbk07xxjMi1r8u8uko1_1280.jpg, (Accessed on 27.11.12) Figure 94. Unknown. (Unknown) Lunch [online image] http://24.media.tumblr.com/tumblr_mawonx15CB1qdgv9so1_1280.jpg, (Accessed on 27.11.12) Figure 95. Unknown. (Unknown) Shopping [online image] http://25.media.tumblr.com/tumblr_mbovm5QGVB1qmqgfdo1_500.jpg, (Accessed on 27.11.12)

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100

102

103

101 Figure 96. Unknown. (Unknown) FCUK advertising [online image] http://www.miamiadschool.com/campaigns/images/studentwork/fcuk2.jpg, (Accessed on 27.11.12) Figure 97. Unknown. (Unknown) Burberry Interactive [online image] http://www.tomwalshdesign.co.uk/blog/wp-content/uploads/2012/11/02_Burberry-Tailoring_ Tom-Walsh-Design.jpg, (Accessed on 27.11.12) Figure 98. Unknown. (Unknown) Apple Products [online image] http://the-newest-gadget.blogspot.co.uk/2011/04/cult-of-mac_23.html, (Accessed on 27.11.12) Figure 99. Unknown. (Unknown) Elle Magazine Cover [online image] http://gaspargloves.com/images/news/elle_may_2009.jpg, (Accessed on 27.11.12) Figure 100. Unknown. (Unknown) Mac Book Pro [online image] http://theselby.com/media/2_27_11_CharlotteRustED21859.jpg, (Accessed on 27.11.12) Figure 101. Unknown. (Unknown) Clothing Rail [online image] http://25.media.tumblr.com/tumblr_mcnk4uwCXJ1qdxavqo1_1280.jpg, (Accessed on 27.11.12) Figure 102. Unknown. (Unknown) FCUK advertising [online image] http://www.miamiadschool.com/campaigns/images/studentwork/fcuk2.jpg, (Accessed on 27.11.12) Figure 103. Unknown. (Unknown) Acne Store London [online image] http://evewithoutadam.net/files/2010/07/acne6.jpg, (Accessed on 27.11.12)

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