Rebranding French Connection by Cally Lam

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

CONTENTS Executive Summary

6-7

Introduction

10 - 11

1. The Proposal 1.1 The new product/service 1.2 Ansoff Matrix 1.3 USP

14 - 15 16 - 17 18 - 19 22 - 23

2. The Company 2.1 Mission Statement 2.2 Company Strategy

22 - 23 24 - 25

3. The Marketing Mix 3.1.1 Marketing Typologies 3.1.2 Demographics 3.1.3 Economics 3.1.4 Psychographic Profile 3.1.5 Buying Attiutude

28 - 29 30 - 31 32 - 33 34 - 35 36 - 37

3.2 The Product 3.2.1 Product Categories 3.2.2 Range Plan 3.2.3 Sourcing Strategy 3.2.4 Sustainable Strategy

38 - 39 38 - 41 42 - 46 48 - 53 54 - 55

3.3 Price

56 - 57

3.4 Place 3.4.1 Distribution Strategy

58 - 59 60 - 61

3.5 Position 3.5.1 Price/Style Matrix 3.5.2 Competitors

62 - 63 62 - 65

3.6 Promotion 3.6.1 Advertising 3.6.2 PR 3.6.3 In - Store

66 - 69 70 - 71 72 - 73

3.6.4 VM 3.6.5 Store Cards 3.6.6 Semiotics 3.6.7 Branding 3.6.8 Online 3.6.9 Special Events

72 - 73 72 - 73 72 - 73 74 - 75 76 - 77 78 - 79

3.7 Persuasion

78 - 79

4. Business Planning 4.1 Financial Drivers 4.2 Capital Funding

82 - 83 84 - 85 86 - 87

5. SWOT Analysis

90 - 91

6. Conclusion

94 - 95

Appendices

98 - 109

Bibliography

112 - 125

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY This report will provide a strategy which will focus on providing a rebranding strategy which will include • • • • • •

Competitor Analysis Visual Customer Profiles Product Range Plan Promotional Mix Press Release Launch including PR campaign

The report will focus on successfully revamping the brand by adapting current styles as well thoroughly analysing, exploring and evaluating the current womenswear market. In addition the report will demonstrate why the premium retailer French Connection will be a suitable brand for this rebranding strategy. Currently there like for like sales have fallen and the company have reported a £6.3m pre-tax loss in the first half of its financial year. By referring to the brands current target market, demographics, marketing mix and competitors, this will support and illustrate a realistic approach for the collaborative range to be an success. 6

INTRODUCTION

INTRODUCTION The purpose of this report is to establish, refine and focus on a rebranding strategy in order to re-launch fashion brand French Connection. The strategy will focus on creating a brand strategy which will revive the brand, within this strategy a marketing, management and promotional strategy has been created and will be implemented which will refresh and revitalize the brand. The following relevant support material will be utilised in order to support the development of the rebranding strategy - primary consumer research as well as secondary resources from industry resources and other support material such as recommended reading materials and journal articles. 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 and support the marketing, management and advertising strategy. A clear and workable strategy will be defined in order to keep within the given time frame. The structure of the report was chosen in order to conduct market research, deep investigation, analysis, trend research and prediction, market analysis, brand/company analysis and critical engagement. 10

1. THE PROPOSAL

1.1. THE NEW PRODUCT/SERVICE The output of my project is to create a brand strategy in order to revive the fashion brand French Connection. The following strategy has been created in order to refresh and revitalize the brand – • A ‘Limited Edition’ range will be created mixing essential pieces from French Connections core to collection designed by an aspirational youth figure. This new range will reflect the new design ethos of French Connection. • The product will be a collaborative clothing range with Olivia Palermo. The clothing range will feature clothing that will reflect Olivia’s style. • The product range will consist of pieces that will be available to all consumers and exclusive pieces that will only be available in flagship or high grade stores. • An effective marketing strategy will be created to form a buzz around the new collection and rebranding of French Connection. Within the rebranding strategy the following steps will be implemented – • • • • 14

Reigniting the passion Brand Management Product design Reinventing the brand experience

1.2. ANSOFF MATRIX 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; this strategy may require the development of new competencies and requires the business to develop and modify products which can appeal to existing markets. This strategy would be suitable for French Connection as their products need to be differentiated in order to remain competitive. The company 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

NEW MARKETS

EXSISITING MARKET

EXSISTING PRODUCTS

MARKET PENETRATION

MARKET DEVELOPMENT

NEW PRODUCTS

PRODUCT DEVELOPMENT

DIVERSIFICATION

1.3. USP (UNIQUE SELLING POINT) The unique selling point of the range is that it would be based on design ethos offering reliability, edge as well as reflecting on Oliviaâ&#x20AC;&#x2122;s style.

See Appendix 1 for Strategic Alignment which was used in order to define the product. 18

2. THE COMPANY

2.1. MISSION STATEMENT Current French Connection Mission Statement To create well-designed fashionable clothing that appealed to a broad market. Offers a fashion-forward clothing range with a quirky spin on design, priding itself on quality and affordable prices. The current French Connection mission statement needs to changes for the following reasons – • • •

The company needs to assert who their clothing is for Establish whether or not they are a high end premium or mid- market brand as each consumer in these markets are certain to have different characteristics, needs and wants Redefine their USP as from primary research their current range does not reflect what they think they offer

The mission statement of French Connection should be based around the following – • • •

Building a story on design ethos offering reliability and edge Providing an exciting, fresh product range for their consumers Leading with quality and design providing classic pieces and inspired one off garments

2.2. COMPANY STRATEGY -

Business aims and operations

To generate increased shareholder value through the sale of fashion products and the extension of brands into other lucrative markets through licensing to broaden our customer reach. -

Management of a business

To ensure that the resources are deployed effectively and efficiently. Design and production of the ranges and maintenance of operating standards are paramount. -

Growth and development

The restructuring of our business implemented in 2010 resulted in the divestiture or closure of a number of loss making businesses. The result was to improve the trading results such that the Group returned to profit and cash generation. Currently French Connections company strategy is to â&#x20AC;&#x201C; - - - - - - -

Generate increased shareholder value Resources are deployed effectively Improve sales results and margins Increasing existing portfolios Closing underperforming stores Monitoring stock levels, margins and overheads Expand e-commerce operations.

Primarily French Connection needs to focus on brand equity â&#x20AC;&#x201C; 1. 2. 3. 4. 24

Brand Awareness Brand Associations Brand Loyalty Perceived Quality

3. MARKETING MIX

3.1 PEOPLE (TARGET MARKET) The French Connection brand operates in the fashion-orientated market place offering a fashion-forward range of quality products at affordable prices. Their target customers are typically • Aged 18-35 • Appreciate that the brand is at the leading edge of high street fashion • Looks for quality and style in its products

3.1.1 MARKETING TYPOLOGIES French Connections consumers fall in between Generation X and Y depending on their age. Taking influence from Generation Y the marketing typology ‘Social Savvy Shopper’ was born and has progressed from the millennial generation. Young people are becoming increasingly brand-savvy and will remain loyal to the brands they feel drawn to and valued by. Social networking apps Facebook and Twitter are also among the most popular as the best way of staying in touch with friends and finding out what is going on. In the past year Twitter has become increasingly popular, although not at the expense of Facebook, noted the research, indicating that use of social networking sites overall has increased. 28

3.1.2 DEMOGRAPHICS 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) 30

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

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)

3.1.3 ECONOMICS • The UK economy shrank by 0.3% in the last three months of 2012, further fuelling fears that the economy could re-enter recession. • Retail sales dropped 0.1 percent on the month in December, leading to the most sluggish annual growth since April. • A toxic mix of pay freezes, poor weather and high inflation were blamed for the latest signs of a flagging high street. • The CBI’s latest distributive trades survey, which covers the first two weeks of February, showed just 8 per cent of retailers reporting stronger sales than a year ago. 32

3.1.5 BUYING ATTITUDE The following information summaries 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. As well as showing their buying attitudes. The answers collected provided invaluable research that will aid the re branding strategy for French Connection. From secondary research it was found that • Almost four in ten (38%) consumers agree that they mostly buy new clothes when they are on sales/offer/promotion, peaking among women and 18-24s. • Young people in full-time employment are the most likely to be willing to pay full price for clothing rather than waiting for it to go on sale. • Clothes remain a high priority for under-25s, with almost one in five (19%) women in this age group and almost a quarter (23%) of 15-17s spending most of their extra money on clothes. • The importance of fashion to young women is undeniable; clothing, footwear and jewellery are a major area of spend for the vast majority (85%) of 16-24s. • Almost six in ten (58%) women prefer to shop at familiar and trusted stores, with under-25s and ABs emerging as the most store-loyal customers. Mid-market high street fashion retailers and department stores enjoy the highest level of store loyalty from their clientele. • Only just over one in ten women believe their shopping behaviour is influenced by advertising, rising to a fifth (21%) of impressionable under-25s. Overall from the answers provided findings the following will need to be taken into consideration when creating the re branding strategy – • • • •

The age, salary and occupation of the French Connection consumer Other competitors and their collaborative ranges – current and previous The pricing, style and quality of the collaborative range Current thoughts on the French Connection – outdated, overpriced, poor quality • Price points 34

Which category below includes your age?

What is your occupation?

48% 20 or younger

16% 14%

8% stated that their income was between £20,000 to £30,000

of consumers answered student

£60 - £70

24% 24%

£90 - £100

88% of consumers stated that their yearly income was less than £20,000

£100+

88%

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

£50 - £60

What is your own yearly income?

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 35

3.1.4 PSYCHOGRAPIC PROFILE The French Connection consumer is typically aged 18-35, appreciate that the brand is at the leading edge of high street fashion and looks for products that offer quality and style in its products. They seek products that reflect the price. The typical customer, as observed has an outgoing lifestyle, few responsibilties and high disposable income. From secondary research gathered • One in five consumers aged 15-24, and are the most enthusiastic buyers in the category with the most money to spend. • Over half of youths are categorised as Value Focused, and with less money to spend, their main focus is value, although they do not have any visible signs of a passion for finding bargains. • A clear dichotomy between the attitudes of older and younger shoppers lies in the appeal of keeping up to date with the latest fashions, with interest in following style trends largely limited to the younger generation. 36

French Connection consumer

Early Adopters 13.5% Innovators 2.5%

Early Majority 34%

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. French Connections consumers have been categorised as early adopters - based on the positive response of innovators, early adopters then begin to purchase the product. Early adopters tend to be educated opinion leaders and represent about 13.5% of consumers. 37

3.2 PRODUCT The product will be a collaborative clothing range with Olivia Palermo. The clothing range will feature clothing that will reflect Oliviaâ&#x20AC;&#x2122;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. A collaborative range can give the brand an opportunity to refresh their image. The collection will be available for three months from September 11th 2014 until December 2014. For the collaborative range the most important factor is the design of the collection, as itâ&#x20AC;&#x2122;s catering to the fashion conscious consumer who wants good quality items. The service provided will be a marketing and promotional strategy consisting of an â&#x20AC;˘ Effective marketing and social media campaign

3.2.1 PRODUCT CATEGORIES The ultimate aim is for the final range selected to meet and exceed the customers expectations. The range will be constructed so that it will be innovate and represent the brand values whilst achieving high rates of sale and deliver excellent margin. 38

FABRICS Occasionwear will be a key product within the range The main themes for AW 14/15 • • • • • • • 40

Pearlised synthetics Liquid shine stripes Deco geometrics Metallic lame Latticework Chainmail effects Delicate sheers

LIQUID SHINE STRIPES

DECO GEOMETRICS

LATTICEWORK

METALLIC LAME

DELICATE SHEERS

PEARLISED SYNTHETICS

CHAINMAIL EFFECTS 41

Structured Oragami Skirt

Metallic Wrap Skirt Fabric: 40% Cotton, 24% Polyester 22% Acetate, 14% Linen

Fabric: 96% Cotton 4% Elastane Sizes: 8 - 16

Sizes: 8 - 16 RRP: £55.00

RRP: £55.00

Metallic structured prahami skirt with split up the front

Waist Trouser

3.2.2 RANGE PLAN

Metallic wrap skirt

Waist Trouser

Fabric: 81% Polyester, 19% Polyamide

Sizes: 8 - 16

RRP: £55.00

High waisted navy straight leg trousers

High waisted stone straight leg trousers

AUTUMN WINTER 14/15 WOMENS COLLECTION OLIVIA PALERMO FOR FRENCH CONNECTION 42

High Waist Diamond Boucle Skirt

Pleated Trouser

Fabric: 100% cotton Sizes: 8 - 16

Fabric: 81% Polyeser 19% Polyamide Sizes: 8 - 16

RRP: £55.00

High waist boucle skirt

Printed pleat trousers

Straight Leg Trouser

Silk Shirt Fabric: 100% Cotton Sizes: 8 - 16

RRP: £55.00 Straight leg grey trousers

Fabric: 100% Silk Sizes: 8 - 16 RRP: £55.00 White silk shirt

A Line Top

Boxy Long Sleeved Top Fabric: 100% Cotton Sizes: 8 - 16

Fabric: 100% Cotton Sizes: 8 - 16

RRP: £45.00

RRP: £65.00

Dusty pink A line top

Navy crochet top

Open Back Maxi Dress

Mock Dress

Fabric: 92 % Cotton 8% Polyester

Fabric: 81% Polyester, 19% Polyamide

Sizes: 8 - 16

RRP: £75.00

Metallic open back maxi dress

Gold mock dress

3.2.2 RANGE PLAN

AUTUMN WINTER 14/15 WOMENS COLLECTION OLIVIA PALERMO FOR FRENCH CONNECTION See appendix 2 for CAD Range plan and figures. 44

Pleat Jersey Top

Double Layer T shirt Fabric: 80% Cotton, 20% Polyester Sizes: 8 - 16

Fabric: 100% Cotton Sizes: 8 - 16

RRP: £55.00

Pleat front jersey top

Double layer print tshirt

Gold Sequin Dress

Chaimail Sequin Dress Fabric: 100% Polyester Sizes: 8 - 16

Fabric: 100% Polyester Sizes: 8 - 16

RRP: £125.00

Gold sequin dress

Chainmail sequin dress

Floral Brocade Dress

3.2.2 RANGE PLAN

Sequin Cluster Dress Fabric: 72% Polyester, 28% Cotton Sizes: 8 - 16

Fabric: 100% Polyester Sizes: 8 - 16

RRP: £95.00

RRP: £145.00

Floral brocade dress

Sequin cluster dress

AUTUMN WINTER 14/15 WOMENS COLLECTION OLIVIA PALERMO FOR FRENCH CONNECTION 46

Geo Pleat Dress

Embellished Dress Fabric: 100% Polyester Sizes: 8 - 16

Fabric: 90 % Cotton 10% Polyester Sizes: 8 - 16

RRP: ÂŁ85.00

RRP: ÂŁ125.00

Geo print dress

Embellished shoulder dress

3.2.3 SOURCING STRATEGY SOURCING IN 2013 • Domestic manufacturing in major Western markets will still be an important story in 2013, although proportionally it will still only play a minor role in total production volumes. • Sustainability continues to develop in importance as incremental steps are made by brands and retailers, but with economies expected to pick up slightly in 2013 consumers could start paying more attention again. The clothing will be produced from the French Connection approved supply base as very few garments are made in the UK due to the poor factory conditions. The collection will be produced from either of the following countries • • •

Turkey Mauritius Bangladesh

Producing in more than one country will help to manage the risks such as a supplier not being able to produce the collection - the collection will be produced for Autumn Winter 2014.

SOURCING GUIDE TURKEY Known in the past for its low production costs, Quality products, fast, flexible fashion, design and marketing Strengths • Good supply of raw materials, with 375,000 tons of cotton produced per year • Close proximity to main European markets means short delivery times • Capability of quick response for fast fashion lines Weaknesses • More expensive than newly emergent Asian producers • Chasing high-value quality market, like other countries affected by lowcost competition • Unsustainable growth in production in the big cities 48

MAURITIUS Export-focused Mauritius has a reputation for quick-response garment manufacturing for mass-market retailers. Strengths • Volume flexibility, with small runs of 1,200-5,000 pieces, up to largevolume orders of 200,000 pieces • Lead times of three to eight weeks upon date of approval • Young, skilled and flexible workforce Weaknesses • Distance from its key export markets can be an obstacle • Raw materials including cotton and wool are not locally available and are all imported

BANGLADESH Bangladesh has enjoyed 30-year growth in its apparel and textiles exports but faces challenges from the global downturn and worker unrest. Strengths • Committed, skilled and low-cost workforce • Ability to produce fast fashion • Established production of cotton, wovens and yarn Weaknesses • Unreliable energy supplies • Unrest among workers • Increasing wages

DELIVERY INTO STORE The collection is for Autumn Winter the collection is expected to arrive in store late August for a September launch.

LEAD TIMES • Compressed lead times to satisfy customers demand • Estimated lead time is six weeks to respond to fast fashion and any changes in the market • Maximize use of suppliers closer to the UK to shorten lead times 50

CRITICAL PATH In order to determine a sourcing strategy research into how French Connection currently source thieir range was needed. The Group has used third party manufacturing facilities around the world for over thirty years but has specifically avoided suppliers or regions where the employment or environmental practices are known to be below acceptable standards. The Group requires all of its product suppliers to abide by its guidelines contained in the Supplier Guide. Staff visit the factories we use for garment production on a regular basis and consider the environment and work practices during those visits. 52

1. Market research and analysis for the range is needed and pitched

2. Budget put together for the French Connection collaborations

5. Raw materials and fabric trims

3. Buyers and design team produce the range

4. Fabric sourcing and orders are placed

6. First samples sent to Turkey, Mauritius and Bangladesh

7. Sample fittings

8. Final orders sent to suppliers

9. Quality control inspection

10. Pre - retail and packaging

11. Shipped from Turkey, Mauritius and Bangladesh duration 4 weeks

12. Collection dispatched into warehouse ready to be distributed

13. First sample ready for promotional campaign

14. Photoshoot and look book created

15. Press day and PR event is held

16. PR team analyse press reviews and coverage

17. Collection is sent to stores

3.2.4 SUSTAINABILITY STRATEGY CORPORATE RESPONSIBILITY The French Connection Board recognises that the long term profitability of the business depends, amongst other things, on appropriate protection of the Group’s assets, reputation and brand names and is subject to the long-term sustainability of the supply chain. The Board considers that the principal CR issues which face the French Connection Group are: • The provision of a safe and healthy environment for our employees and retail customers • The business’s direct and indirect impact on the environment; and • The employment, environmental and social practices of the business’s suppliers

IMPACT ON THE ENVIRONMENT The use of resources to manufacture and supply our products generates the major impact on the environment of our business. The source of the raw materials and the manufacture of the finished products is spread globally and provides employment, income and personal security at many different points in the process In terms of environmental impacts at the point of delivery of our products in the UK, the business meets its responsibilities under the packaging waste regulations through membership of Valpak. The use of packaging internally has been reviewed – • Re-useable boxes have now replaced the use of disposable cardboard boxes • Wooden hangers are sourced from sustainable sources • Power for the business’s larger stand-alone sites in the UK is bought from suppliers whose power generation has a limited impact on the environment through use of wind power, bio-mass and other environmentally low-impact generation sources 54

3.3 PRICE French Connection needs 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. After considering the target consumer, market and the strategy that will be implemented it has been decided that the brand will relaunch itself as premium brand which will mean that their pricing will have to reflect their premium status and shoulder therefore be higher than mass products in the same category. As customers expect to pay more, the brand should reflect a realistic price differential from non – premium competitors without overpricing. 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.

Pricing Structure

Low Price

Average Price

High Price

Top Dresses Trousers

£20 £37 £40

£115 £131 £195

£210 £225 £350

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

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

TROUSER PRICING STRUCTURE Low price £40 Average price £195 High price £350 57

3.4 PLACE Currently French Connection operate stores in – • • • • • • • •

United Kingdom & Ireland United States Canada Australia Europe Middle East Far East Rest of the world

Previously the whole range was going to be limited edition however the range will be now be distributed nationwide and worldwide so it will be accessible to all consumers as UK operations count for 51% of group revenue, North America 24% and the rest of the world accounting for 6% with the remaining percentage accounting for wholesale. As well as operating retail stores and concessions the company operates highly successful e-commerce businesses in each of those territories. Further to that they wholesale products to retailers operating in over 30 countries and have licensed partners operating French Connection. French Connection does have the advantage of being an international brand which allows them to have an access to a larger pool of customers; competitors in foreign markets may not exist, and may be less intense in domestic markets. 58

3.4.1 DISTRIBUTION STRATEGY The range will be distributed in French Connection stores operating in the United Kingdom & Ireland, United States, Canada, Australia, Europe, Middle East, Far East and the rest of the world. As well as being distributed in the company’s stores the range will be available in the House of Fraser department stores where the company have concessions and online through their ecommerce site. The range will feature some limited edition pieces which will only be available from top grade stores the full range will be accessible from their flagship stores and stores located in major cities. Stores that are underperforming or that are located in areas that are not commercially strong will stock the full range however they will only receive certain products from the limited edition stock. UK stores that will receive the full range London – Argyll Street, Harrods, Heathrow Airport, Canary Wharf, Kings Road, Covent Garden, Oxford Street, Regent Street, Selfridges and White City. Belfast, Birmingham, Bluewater, Cambridge, Guildford, Kingston, Lakeside, Leeds, Liverpool, Manchester, Newcastle, Norwich, Nottingham, Oxford, Peterborough, Richmond. With the e-Commerce revolution upon us, the average consumer can now shop for a brand through various channels. In order to meet this demand French Connection have had to adapt to this revolution by quickly creating these new channels where their customers can go to shop. Consumers will be able to buy their products through – • • • • 60

Mobile phone apps Tablets, E-commerce Retail stores

3.5 POSITION 3.5.1 PRICE/STYLE MATRIX The brand positioning matrix shows were the brand currently sits within the market. The graph shows that the brand currently sits towards traditional fashion towards high end fashion. Once the rebranding strategy has been implemented the brand will sit towards high end innovative fashion.

3.5.2. COMPETITORS In order to gain competitive advantage and ensure the success of the collaborative collection with Olivia Palermo French Connections competitors have been identified in order to understand their product and marketing strategies. From primary and secondary research collected French Connections competitors were identified as Whistles and Reiss. These brands were seen to be French Connections competitors due to their product offering and marketing strategies, both Reiss and Whistles offer products of a high quality and price which consumers are willing to pay as well as having a strong marketing campaign. 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.

High end

Price/Style Matrix

Gap in the market

Traditional

Innovative

Value

Competitors brands Current position Ideal brand position

Affordability

Competitor Matrix

PRIMARK New Look FOREVER 21 NEXT River Island Warehouse Oasis Monsoon

Mango

ZARA TOPSHOP

Banana Rebuplic

Jigsaw COAST

H&M

COS French Connection

Design Appeal

HOBBS Karen Millen TED BAKERREISS Acne Jaeger Paul Smith

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. 64

USP

The detail and cut defines Reiss clothing as being classically sexy

USP

Whistles has recognisable slickness, well made, high quality and fashion forward

USP

Karen Millen has couture quality clothing at affordable prices

3. 6 PROMOTION 3.6.1. ADVERTISING 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 Within the advertising concept the method of Guerrilla Marketing will be used which relies heavily on unconventional marketing strategies and imagination. Previous campaigns have included the “I am the man/I am the woman” work. Previous agencies who have worked with French Connection have said: “French Connection has always been a bold advertiser and an unapologetically demanding client”. Lorna Hall of trend forecaster WGSN says the conversational tone of the French Connection ads is very in vogue and is similar to that being used by brands such as Diesel. “Don’t ask me what they mean,” she says. “It’s playful and unexpected, but people respond to that kind of communication.” 66

SHORT FILM A one off short film will be made to allow the target media to have an insight into the process of how the collection was made. The audience will be able to see the design process and view how the company channel their originality into their products, as well communicating to the audience how important quality and design are. The viral content will be available on the website and on YouTube. The short film will give the audience a more in depth understanding of the message which is being communicated as well as more insight into the new label and itâ&#x20AC;&#x2122;s identity and values. In return this will hopefully build up brand awareness as well as creating interest for the collection. 68

3.6.2 PR The objective for this campaign is that it will identify the specific points that are to be reached in order to achieve the aims of the campaign. The objectives will be set as measurable targets to monitor the success of the campaign. The primary objective – • To raise the profile and improve brand perception of the high street fashion brand French Connection amongst its female target market of 18 – 35 years. PR Plan Overview: To create mass media exposure for the celebrity collaboration and also to create a buzz around the brand and products. • Goals: As a result of mass media exposure the collection will be of high demand driving customers in to the stores and online. As well as this another important goal is that the collection will persuade customers to shop with French Connection again as they will recognise the quality and style of the product as being sleek and modern. • Strategies: To ensure the goals are achieved an effective promotional campaign will be created in order to generate an interest for the collection as well as this throughout the design process the consumers will always be kept in mind as well the fact of what the brand want their products to be recognised for which will be represented through the product. • Target audiences: Consumers aged 18 – 35 years old, competitor consumers and industry officials. • Key target media: Fashion publications, bloggers and forms of social media websites i.e. Facebook, Tumblr and Pintrest. 70

3.6.3 IN-STORE The range will be available in all stores however the full range will only be available in flagship stores, other stores will receive the collection but what products they will receive will depend on the grade of the store.

3.6.4 VM When considering the visual merchandising key components such as layouts, merchandising, display and graphics will be considered. Layout • The size of the space given will be relative to the sales. The range will be given 40-50% floor space Merchandising • The product will be merchandised by colour, style and outfit • The merchandising will create a theme/story and the products will be placed so that they are co-ordinated as well as balanced • Supporting props will be used to reflect the lifestyle of the consumer, the props can also result in add on sales Signage and graphics • Simple signage will be placed within the display to promote and communicate to the consumers that the product that they are viewing is the collaboration

3.6.5 STORE CARDS During the run up to the launch store cards will be placed around the store in focal points such as the till point to ensure that customers see and acknowledge that there will be a collaborative range.

3.6.6 SEMIOTICS Semiotics can help brands shift from being followers to leaders: from responding to culture, to creating it. A communications strategy will be developed which will: identify future communication themes, new media and creative executions for the brand. For French Connection the business wants the consumers to associate the brand as being – • • • 72

Innovative Interactive Engaging

3.6.7 BRANDING Positioning – Highly respected, prominent business , contemporary, effortless style, and seeks to inspire Attributes –Lasting impression, design led, strong focus on quality and detail Physical Benefits - Status, exclusive, values and quality Emotional Benefits – Confident, superior, glamorous and desirable Values – Design ethos, quality, style, image and sustainability Personality – Innovative, creative, feminine and fashion forward 74

PERSONALITY

Who is the consumer? Who do they aspire?

CONSUMER VALUES

What the consumer believes in

EMOTIONAL BENEFITS What it makes them feel like

PHYSICAL BENEFITS

What it does for the consumer

ATTRIBUTES

Benefits and key attributes

POSITIONING

Brands unique selling point

3.6.8 ONLINE 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 Pintrest YouTube

The following social media websites will be used to promote the launch and the catwalk event as using sites such as Facebook and Twitter can allow the company to promote the range nationwide as well as nationwide. The websites will be utilised in the following ways – • Getting consumers to Facebook like the products • Posting an album of the collection • Creating an event for the catwalk show and range launch and getting as many consumers to click they are attending • Facebook countdown to the event • Placing any positive press coverage on the site • Getting Twitter users to tweet about the range using hashtags • To encourage consumers to retweet about the launch and range A promotional video will be made for YouTube showing behind the scenes footage of Olivia Palermo and the design team creating the collection give consumers a preview of what they can expect from the collection, create awareness and anticipation for the range. Once the collection and products have been finalised images of the pieces and promotional material will be released onto websites such as Pintrest so the images can be shared amongst consumers and the general public. This will allow French Connection to create brand awareness and engagement amongst their consumers and can help to drive traffic to their website as well as reaching new audiences who many not have been following the other social media sites French Connection will promote on. 76

3.6.9 SPECIAL EVENTS Special events that will be held will be a press day the event will give the opportunity to showcase the new collection to the industry officials to help secure positive editorials in magazines. The press day will be held in the flagship store where guests can view the collection as well as being treated to food and a live DJ. A catwalk even will also be held to celebrate the collaboration as well as to launch the collection, the event will be attended by Olivia Palermo and other aspirational figures in order to attract consumers into store, the event will be held in the flagship store. The catwalk event will allow French Connection to showcase the new store to customers, customers will be able to purchase the range immediately after.

3.7 PERSUASION In order to attract consumers to shop with French Connection again the company need to • Build brand awareness so that consumers are familiar about the life and availability of the product It is the degree to which consumers precisely associate the brand with the specific product. Brand awareness is an essential part of brand development which helps the brand to stand out from other. Building brand awareness is essential for building brand equity. To create brand awareness the following will be implemented – • Create reliable brand image, slogans and taglines • The brand message will be communicated should also be consistent To generate a consumer to buy from the brand, a desire for the collaboration will be created • Desire will be simulated by advertising giving a sense of wanting • Showcasing the product attractively • Associating the product with desirable attributes The model AIDA will be used to form a marketing strategy which will entice the consumer to buy into the brand – Attention – attracting the attention of the consumers by launching a collaborative collection with Olivia Palermo. Interest – Raise consumer interest with the use of a marketing and promotional campaign. Desire – Convince the consumer that they desire the product by drawing attention to the USP which is that they can buy clothing reflecting Olivia’s style as well purchasing beautifully crafted product. Action – Lead customers towards taking action and purchasing the item. 78

4. BUSINESS PLANNING

4. BUSINESS PLANNING Business Planning encompasses all the goals, strategies and actions that you envision taking to ensure the business’s Incorporation, survival and growth. The business plan will financially break down all the costs and will give a realistic evaluation of how much will be spent. After discovering the costs of the total capital funding and how much money the range will take this will provide evidence of when the company will see a return in investment. The following financial statements will have to be analysed in order to justify whether the rebranding strategy will be feasible • Cash flow statement • Balance Sheet • Income Statement The current womenswear market seems to be growing due to the AB women in the market having an increased disposable income and greater spending potential which will drive the growth in the market Half – year results for the six month period ended 31 July 2012 • Revenue of £96.0 million (2011: £102.8 million) • Loss before tax of £(6.3) million (2011: profit of £0.7 million) • Closing net cash of £21.2 million (2011: £30.9 million) The UK/Europe retail division had another difficult season, with revenue declining by 10% which had a consequent impact on the gross margin. United Kingdom and Europe - Retail • Accounts for 51% of Group revenue. • Decline in like-for like gross sales of 9.5% • Similar decline in total net revenue which was £49.0 million (2011: £54.3 million). • French Connection e-commerce business continued to grow at around 23% year-on-year. • Combination of deeper mark-downs to clear product and the leveraging effect of fixed costs within the cost of sales. • Overheads were tightly controlled • Rent reviews has softened, they are still causing cost increases. • There was continued investment in e-commerce operations and customer recruitment along with increased costs arising from the volume increases processed through our mail order facility 82

Results Summary Figures Six months to 31 Six months to 31 July 2012 July 2011 * Revenue

£96.0 million

£102.8 million

-6.6%

* Gross margin

47.7%

60.0%

-230bps

* Licence income

£3.3 million

£3.0 million

+10%

* Loss/profit before tax

£(6.3) million

£0.7 million

* Loss/earnings per share (6.4) pence

0.6 pence

* Closing net cash

£30.9 million

£21.2 million

4.1 FINANCIAL DRIVERS The collaboration being distributed worldwide can benefit the company as French Connection has a global reach operating in over 30 countries can generate substantial sales in order to recuperate costs from the promotional campaign. The business will generate money in the following ways – • Selling the range in the UK, Europe, North America regions and the rest of the world • Brand licensing • Generate more prospects • Increase conversion rates so that more consumers buy from French Connection • Increase the number/frequency of sales per customer • Increase the average price per sale The CAD range plan shows that the range will generate sales through actual collection. To ensure that the target consumer is aware of the collection and collaboration a budget will be set for advertising and promotion. The company should see a return on investment plus profit from the proposal. Continuing to promote the range will assure the consisent sales for the short amount of time that the range will be available from. However as all stock does not sell at full price the collection is most likely to be marked down to 20% towards the end of the season. The CAD range shows that with a 61.52% margin the range at full price would make £10,820,000.00. This figure represents the total amount that will be made in the UK.

4.2 CAPITAL FUNDING Capital funding will be needed for • Olivia Palermo’s fees for promoting/designing/endorsing the range French Connection is an established multi million pound company the funding will be provided by the company however factors that will need to be taken into consideration are the • Cashflow statement • Balance sheets for net assets See Appendix 3 for the 12 month cashflow statement. 84

1H13 £m

1H12 £m

Operating result before interest

(6.6)

0.2

Depreciation and disposals

1.5

1.4

Result of discontinued businesses

(0.1)

Movement in working capital

(6.3)

(4.8)

Casflow flow from operations

(11.4)

(3.3)

Tax and interet

Investing activities

0.4

Capital expenditure

(1.0)

(0.4)

Icome from disposals

1.3

Dividends paid

(1.0)

(1.1)

Movement in cash

(13.0)

(3.1)

Opening net funs

34.2

34.1

Non-cash movements

(0.1)

Net Cash

21.2

30.9

Cash Flow

Cash flow • • • • •

Closing cash balance £21.2 million Working capital increase Increased inventory due to poor sales performance in Autumn 2011 and Spring 2012 No further cash from disposal of operations in the period Dividend paid of £1.0 million

The figures from these results will show whether the collection will be feasible. French Connection Results Summary UK/European Operations Cashflow • Closing cash balance of £21.2 million • Working capital increase • No further cash from disposal of operations in the period Balance Sheet • • • • • • •

Non-current assets - £16.8 million Current assets - £97 million Total assets - £113.8 million Non- current liabilities -£0.9 million Total liabilities - $45.7 million Money owed to creditors - £44.8 million Net assets - £68.1 million

Currently the company have current assets of £97 million• High current assets are considered “safe”, this suggests a business has the ability to have access to cash quickly if needed. • Stock must not be obsolete and that debtors are recoverable. • High current assets don’t necessarily help the business become more profitable. From French Connections financial results their current assets in terms of stock have affected the businesses gross margins as the results how that their gross margins are down by 2.3% due to poor revenue stock had to be discounted. The company has current liabilities of £44.8 million however the business does have a sufficient amount of current assets providing cash. The net assets although they are not of a high total the good points are – • Positive figure shows that the business is still generating money. • The working capital for the business is £52.2million Positive working capital means that the business is able to pay off short term liabilities, making the collection feasible however to return any profit to the business the company must implement a strategic plan to ensure that this range succeeds and will be able to return the money invested as well as guarantee French Connection profit and customers shopping with their brand. The company ended the period with a strong balance sheet with £21.2 million of cash and no bank debt. 86

1H13 £m

1H12 £m

var

Revenue

49.0

54.3

-10%

Gross profit

26.8

31.9

-16%

Gross margin

54.7%

58.7% -4.0%

Overheads

(36.0)

(35.4)

Contributions

(9.2)

(3.5)

Stores/concessions

134

128

Space

264

265

-0.4%

UK/Europe Retail

+3%

Retail changes in past 12 months - 4 additional FC concessions - 2 closed FC stores - 2 additional outlet stores - 2 Toast locations UK/Europe Retail • 51% of group revenue Revenue • Overall like for like gross sales down 9.5%French Connection e-commerce growth of 23% Gross margins • Discounts increased as a reaction to poor revenue • Leveraged effect of fixed costs Overheads • Investment in e-commnerce businesses Underlying costs tightly controlled

5. SWOT ANALYSIS

Strengths • Large share in the clothing market. • 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 fuse 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 their promotional/marketing campaign lags behind rivals. • The company need to show it is not FCUK led and needs to re-define themselves as being credible and fashion forward. Opportunities • 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. • Consumers look to buy investment pieces that will last says Drapers reporter Victoria Gallagher. • French Connection is neither low nor high priced so with the rebranding process the company can carve out its value offering. 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. • Competitors such as Topshop and H&M launching collaborative ranges with designers or well-known celebrity figures. 90

6. CONCLUSION

CONCLUSION The report has shown that the Olivia Palermo collaborative range would be a realistic as well as profitable investment for company as it provides a platform for the company to relaunch themselves in the market as well as their product offering. From secondary research despite the economic context, consumer spending grew significantly in 2011 suggesting an underlying resilience in the market. John Mercer European Retail Analyst 2012. Despite the economic state of the country and the retail environment being challenging retailers need find a way of differentiating themselves from competitors in order to attract consumers to shop for them. French Connection launching the collaborative range at this current time would be beneficial to the company as the from secondary research it was found that there was a rise in affluent Abs which will benefit the women’s fashion market as it will encourage premiumisation. French Connection’s chief executive has admitted its products have “not been up to scratch” in the past year after the fashion retailer crashed to a half-year loss and its shares tumbled. The brand whose brand value is waning, is also battling aggressive discounting from online retailers in the United Kingdom and had previously forecast a loss for the year. Overall the company need to protect their margins and improve their product offering. Overall the objective of this proposal is to provide a rebranding strategy to reposition the company and the brand. Rebranding can give the company a new life and is necessary to communicate the new message to employees as well as customers which is an integral prior to a strategic brand evolution. The company can use the rebranding to determine how to plan their new message, goals and to understand their target market in order to cater for their needs. 94

APPENDICES

APPENDIX 1 - STRATEGIC ALIGNMENT

APPENDIX 2 - CAD RANGE PLAN STYLE

100

SKETCH

FABRIC

COLS

SIZES

RRP £

Structured Oragami Skirt

40% Cotton 24% Polyester 22% Acetate 10% Linen 4% Acrylic

Silvers, Greys

8 to 16

£55

Metallic Wrap Skirt

96% Cotton 4% Elastane

Metallic, Greys 8 to 16

£65

High Waisted Diamond Boucle Skirt

100% Cotton

Teal

8 to 16

£55

Pleated Trouser

81% Polyester 19% Polyamide

Teal, Silver

8 to 16

£55

Waist Trouser

81% Polyester, Navy 19% Polyamide

8 to 16

£55

COST ACTUAL WITH 68% COST

MARGIN

TOTAL TOTAL COST TOTAL RETAIL TOTAL QUANTITY MARGIN

£17.60

£25

54.44%

5,000

£125,000.00

£275,000.00

54.44%

£20.80

£30

53.85%

5,000

£150,000.00

£325,000.00

53.85%

£17.60

£20

53.64%

5,000

£100,000.00

£275,000.00

53.64%

£17.60

£30

45.45%

6,000

£180,000.00

£330,000.00

45.45%

£20.80

£25

61.64%

6,000

£150,000.00

£390,000.00

61.54%

101

STYLE

102

SKETCH

FABRIC

COLS

SIZES

RRP £

Waist Trouser

81% Polyester, Stone 19% Polyamide

8 to 16

£65

Straight Leg Trouser

100% Cotton

Stone Grey

8 to 16

£55

Silk Shirt

100% Silk

White

8 to 16

£55

A Line Top

100% Cotton

Dusty Pink

8 to 16

£45

Boxy Long Sleeved Top

100% Cotton

Navy

8 to 16

£65

COST ACTUAL WITH 68% COST

MARGIN

TOTAL TOTAL COST TOTAL RETAIL TOTAL QUANTITY MARGIN

£20.80

£25

61.54%

6,000

£150,000.00

£390,000.00

61.54%

£17.60

£25

55.54%

6,000

£150,000.00

£330,000.00

55.54%

£17.60

£20

53.64%

7,000

£140,000.00

£385,000.00

53.64%

£14.40

£14

68.89%

6,000

£84,000.00

£270,000.00

68.89%

£20.80

£20

69.23%

6,000

£120,000.00

£390,000.00

69.23%

103

STYLE

104

SKETCH

FABRIC

COLS

SIZES

RRP £

Pleat Jersey Top

80% Cotton, 20% Polyester

Grey

8 to 16

£55

Straight Leg Trouser

100% Cotton

Greys, Whites

8 to 16

£65

Open Back Maxi Dress

92 % Cotton 8% Polyester

Metallic

8 to 16

£75

Mock Dress

81% Polyester, Gold, Metallics 8 to 16 19% Polyamide

£75

Gold Sequin Dress

100% Polyster Gold

£125

8 to 16

COST ACTUAL WITH 68% COST

MARGIN

TOTAL TOTAL COST TOTAL RETAIL TOTAL QUANTITY MARGIN

£17.60

£20

63.64%

7,000

£140,000.00

£385,000.00

63.64%

£17.60

£15

72.73%

5,000

£75,000.00

£275,000.00

72.73%

£24.00

£30

60.00%

8,000

£240,000.00

£600,000.00

60.00%

£24.00

£30

60.00%

8,000

£240,000.00

£600,000.00

60.00%

£40.00

£50

60.00%

8,000

£400,000.00

£100,000.00

60.00%

105

STYLE

FABRIC

COLS

SIZES

RRP £

Chainmail Sequin Dress

100% Polyester

Multi

8 to 16

£125

Straight Leg Trouser

72% Polyester, Taupe 28% Cotton

8 to 16

£95

Sequin Cluster Dress

100% Polyester

Mullti

8 to 16

£145

Geo Pleat Dress

100% Polyester

Multi

8 to 16

£85

Embellished Dress

90 % Cotton 10% Polyester

Blues

8 to 16

£125

TOTAL 106

SKETCH

£1,540.00

COST ACTUAL WITH 68% COST

MARGIN

TOTAL TOTAL COST QUANTITY

TOTAL RETAIL

TOTAL MARGIN

£40.00

£45

64.00%

8,000

£140,000.00

£100,000.00

64.00%

£30.40

£40

57.89%

8,000

£75,000.00

£760,000.00

57.89%

£46.40

£30.40

65.52%

8,000

£240,000.00

£1,160,000.00

65.52%

£27.20

£30

64.71%

8,000

£240,000.00

£680,000.00

64.71%

£40.00

£50

60.00%

8,000

£400,000.00

£100,000.00

60.00%

£492.80

£594.00

61.52%

134,000

£4,164,000.00 £10,820,000.00

61.52% 107

APPENDIX 3 - CASHFLOW FOR BUSINESS PLANNING

108

109

BIBLIOGRAPHY

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114

115

IMAGE ILLUSTRATIONS Front Cover Figure 1. Unknown. (2013), French Connection Make a Scene [online image] http://pinterest.com/pin/145874475403057459/ (Accessed on 28.03.13) Page 7 Figure 2. Unknown. (2013), Other Stories Look Book [online image] http://www.vogue.de/mode/mode-news/modelabel-otherstories/%28bild%29/722422 (Accessed on 28.03.13) Page 11 Figure 3. Unknown. (2013), Other Stories Look Book [online image] http://www.vogue.de/mode/mode-news/modelabel-otherstories/%28bild%29/722422 (Accessed on 28.03.13) Page 15 Figure 4. Unknown. (2013), Other Stories Look Book [online image] http://www.vogue.de/mode/mode-news/modelabel-otherstories/%28bild%29/722422 (Accessed on 28.03.13)

116

Page 19 Figure 5. Unknown. (Unknown) Jeans [online image] http://ettlivmedbenprotes.blogg.se/category/tumblr.html, (Accessed on 24.11.12) Figure 6. Unknown. (Unknown) Tweed jacket and top [online image] http://25.media.tumblr.com/tumblr_m04cpdrJsR1r2s5s5o1_1280.jpg, (Accessed on 24.11.12) Figure 7. Unknown. (Unknown) Clothing Rail [online image] http://voguemodels.tumblr.com/, (Accessed on 24.11.12) Figure 8. Unknown. (Unknown) Studded shoes [online image] http://voguemodels.tumblr.com/, (Accessed on 24.11.12) Figure 9. Unknown. (Unknown) Jumper [online image] http://vogue-models. tumblr.com/, (Accessed on 24.11.12) Figure 10. Unknown. (Unknown) Statement necklace [online image] http:// vogue-models.tumblr.com/, (Accessed on 24.11.12) Page 23 Figure 11. Unknown. (2013), French Connection Make a Scene [online image] http://pinterest.com/pin/145874475402926315/ (Accessed on 28.03.13) Page 25 Figure 12. Unknown. (2013), French Connection Make a Scene [online image] http://pinterest.com/pin/145874475402926320/ (Accessed on 28.03.13)

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Page 29 Figure 13. Unknown. (2013), Ukraine street style [online image] http://www. inspirare.com/home/2013/03/5-minutes-with-inspirare-adrienne-glenn/ (Accessed on 23.02.13) Figure 14. Unknown. (2013), Street shot [online image] http://stylelikeadrug. tumblr.com/post/34707606906 (Accessed on 23.02.13) Figure 15. Unknown. (2013), Karolina Mrozkova [online image] http://www. tumblr.com/tagged/karolina%20mrozkova (Accessed on 23.02.13) Figure 16. Unknown. (2013), Street shot [online image] https://www.facebook.com/pages/Ladieswallcom/241052259564 (Accessed on 23.02.13) Figure 17. Unknown. (2013), Street style made in shade [online image] http://blog.needsupply.com/2013/02/28/street-style-made-in-the-shade/ (Accessed on 23.02.13) 118

Figure 18. Unknown. (2011), Street style Constance Jablonski [online image] http://www.fashioneditorials.com/model-street-style-constancejablonski/04/2011 (Accessed on 23.02.13) Page 31 Figure 19. Unknown. (2013), Street style [online image] http://nanalady. myreadyweb.com/webboard/topic-138824.html (Accessed on 23.02.13) Page 33 Figure 20. Unknown. (2013), Money jar [online image] http:// therealchurchofnoise.com/post/512d75fed625f7a42a000000 (Accessed on 28.03.13) Page 39 Figure 21. Unknown. (2013), Fashion Mood board [online image] http:// www.tumblr.com/tagged/fashion%20moodboard (Accessed on 13.03.13)

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Page 41 Figure 22. Unknown. (2013), WGSN womenswear & material occasionwear [online image] http://www.WGSN.com (Accessed on 18.03.13) Figure 23. Unknown. (2013), WGSN womenswear & material occasionwear [online image] http://www.WGSN.com (Accessed on 18.03.13) Figure 24. Unknown. (2013), WGSN womenswear & material occasionwear [online image] http://www.WGSN.com (Accessed on 18.03.13) Figure 25. Unknown. (2013), WGSN womenswear & material occasionwear [online image] http://www.WGSN.com (Accessed on 18.03.13) Figure 26. Unknown. (2013), WGSN womenswear & material occasionwear [online image] http://www.WGSN.com (Accessed on 18.03.13) Figure 27. Unknown. (2013), WGSN womenswear & material occasionwear [online image] http://www.WGSN.com (Accessed on 18.03.13) Figure 28. Unknown. (2013), WGSN womenswear & material occasionwear [online image] http://www.WGSN.com (Accessed on 18.03.13) Page 49 Figure 29. Unknown. (2013), Fashion Mood board [online image] http:// www.tumblr.com/tagged/fashion%20moodboard (Accessed on 13.03.13) Page 51 Figure 30. Unknown. (2012), Coming from the sea: Anthony Vaccarello Spring 2013 [online image] http://beautydelux.com/tag/top-fashion-designers/page/4/ (Accessed on 13.03.13) Page 55 Figure 31. Unknown. (2012) HM Save the future [online image] http://girlwiththewhiteballoon.blogspot.co.uk/2012/03/hbacks-climate-week-2012.html (Accessed on 28.03.13)

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Page 57 Figure 32. Unknown. (2012) Other Stories look book [online image] http://befashy.blogspot.co.uk/2013/03/other-stories.html (Accessed on 28.03.13) Figure 33. Unknown. (2012) Other Stories look book [online image] http://befashy.blogspot.co.uk/2013/03/other-stories.html (Accessed on 28.03.13) Figure 34. Unknown. (2012) Other Stories look book [online image] http://befashy.blogspot.co.uk/2013/03/other-stories.html (Accessed on 28.03.13)

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Page 59 Figure 35. Unknown. (2012) Uscari by Greg Natale [online image] http://retaildesignblog.net/2011/08/18/uscari-by-gregnatale-design-sydney/ (Accessed on 28.03.13) Page 61 Figure 36. Unknown. (2012) Uscari by Greg Natale [online image] http://retaildesignblog.net/2011/08/18/uscari-by-gregnatale-design-sydney/ (Accessed on 28.03.13) Page 65 Figure 37. Unknown. (2012) Other Stories look book [online image] http://go4itvol2.indiedays.com/2013/01/24/other-storiesensimmaiset-lookbook-kuvat/other-stories-lookbook-6/ (Accessed on 28.03.13) Page 67 Figure 38. Unknown. (2012) Behind the scenes [online image] http://www.carcabin.com/photos-the-kardashianschristmas-card-celebuzz/ (Accessed on 28.03.13)

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Page 69 Figure 39. Unknown. (2012) Other stories film [online image] http://www.vogue.co.uk/news/2013/02/7/hm--otherstories-preview-film-released (Accessed on 28.03.13) Figure 40. Unknown. (2012) Other stories film [online image] http://www.vogue.co.uk/news/2013/02/7/hm--otherstories-preview-film-released (Accessed on 28.03.13) Figure 41. Unknown. (2012) Other stories film [online image] http://www.vogue.co.uk/news/2013/02/7/hm--otherstories-preview-film-released (Accessed on 28.03.13) Figure 42. Unknown. (2012) Other stories film [online image] http://www.vogue.co.uk/news/2013/02/7/hm--otherstories-preview-film-released (Accessed on 28.03.13) Figure 43. Unknown. (2012) Other stories film [online image] http://www.vogue.co.uk/news/2013/02/7/hm--otherstories-preview-film-released (Accessed on 28.03.13) Figure 44. Unknown. (2012) Other stories film [online image] http://www.vogue.co.uk/news/2013/02/7/hm--otherstories-preview-film-released (Accessed on 28.03.13) Page 71 Figure 45. Unknown. (2012) Skin tightening [online image] http://blog.vioramed.com/tag/skin-tightening/ (Accessed on 28.03.13) Page 73 Figure 46. Unknown. (2012) Uscari by Greg Natale [online image] http://retaildesignblog.net/2011/08/18/uscari-by-gregnatale-design-sydney/ (Accessed on 28.03.13) Page 77 Figure 47. Unknown. (2012) MAC keyboard [online image] http://www.uniesp.edu.br/profissoes/ (Accessed on 28.03.13)

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Page 79 Figure 48. Unknown. (2012) Other stories launch [online image] http://hildasandstrom.se/?p=14002 (Accessed on 28.03.13) Figure 49. Unknown. (2012) Other stories launch [online image] http://hildasandstrom.se/?p=14002 (Accessed on 28.03.13) Figure 49. Unknown. (2012) Other stories launch [online image] http://hildasandstrom.se/?p=14002 (Accessed on 28.03.13) Figure 50. Unknown. (2012) Other stories launch [online image] http://hildasandstrom.se/?p=14002 (Accessed on 28.03.13) Figure 51. Unknown. (2012) Other stories launch [online image] http://hildasandstrom.se/?p=14002 (Accessed on 28.03.13) Figure 52. Unknown. (2012) Other stories launch [online image] http://hildasandstrom.se/?p=14002 (Accessed on 28.03.13)

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Page 91 Figure 53. Unknown. (2012) Sequin dress [online image] http://kanal5.se/web/guest/365days/-/blogs/ archive/-1/0/-1?_33_tag=&_33_delta=8&_33_keywords=&_33_ advancedSearch=false&_33_andOperator=true&_33_cur=11 (Accessed on 28.03.13) Page 95 Figure 54. Unknown. (2012) Other Stories look book [online image] http://go4itvol2.indiedays.com/2013/01/24/other-storiesensimmaiset-lookbook-kuvat/other-stories-lookbook-6/ (Accessed on 28.03.13)

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