Ivy Park: Regeneration Illustrated Report

illustrated report

fig.1 front cover carly ryan ma fashion management & communication

table of contents 04 executive summary 05 introduction 07 literature review 08 research 12 concept 16 process 20 development 22 outcome 24 reflection 26 references 27 image list

executive summary

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This illustrated report is assisting a marketing strategy for the regeneration of Topshop's Ivy Park active-wear line with wearable technology. It will document the project in detail using the following headings, research, concept, process, development, outcome and reflection.

introduction To introduce my final MA Fashion Management and Communication project, in the simplest and most candid of terms, would be a marketing strategy. A culmination of three interwoven tasks, the overarching aim however was “to develop, conclude and present a personal programme of design and management, research, development and communication to postgraduate level.” From this module outline I chose to deliver an integrated marketing and communication strategy, overseeing a merger between Topshop’s athleisure brand Ivy Park and wearable technology. The focus of my project was to build upon Topshop’s existing line of active-wear and infuse elements of wearable technology, compiling a marketing manual detailing its release.

The basis of the project comes as an extension from the preceding trend module, of which a quarter of the trend package, considered wearable technology into the athleisure market. The athleisure trend, predominantly driven by millennials, is estimated to be worth £3.4 trillion globally (Salter, 2015), and has exploded in popularity simultaneously with a growing awareness of health and wellbeing. The wearable technology market on the other hand is still in its development stages, and such a collection is yet to conquer the high-street.

Using fitbit as a case study, in which there are 23 million active users worldwide, there is evidence of a growing interest within the wearable tech market (Smith, 2017). The problem therefore lies in presenting forward a range in the competitive nature of the existing athleisure market, although in saying this, there are limited options in which fashion and wearable technology transcend seamlessly. The existing selection is simplistic, and this is where Ivy Park, as an established fashion brand would be a beneficial contribution. Ivy Park is the active-wear line colloboration between Beyoncé and Topshop. “My goal with Ivy Park is to push the boundaries of athletic wear, and to support and inspire women who understand that beauty is more than physical appearance,” writes Beyoncé (as cited in Asome, 2016).

In this spirit of pushing “boundaries,” the introduction of wearable technology appears as a natural progression for Ivy Park, a means to create an even bigger buzz for the next launch.

June 2017 however saw Ivy Park’s second release, which at first appearances is selling at a slower pace than the year previously, with promotional material also on the slide. A challenge therefore within this project is to maintain public interest within the Ivy Park brand, and to promote a range in which millennials would chose to buy above other mainstream competitors. In 2016 it was announced Topshop had begun an investigation into wearable technology, so there is some relevance with the nature of my project, which aims to develop a marketing strategy infusing the established success of Ivy Park and building upon it with the latest innovations in technology (Arthur, 2016). The term marketing can however be identified as “the action or business of promoting and selling products or services, including market research and advertising” (Oxford Dictionaries, 2017). From this project these will therefore become key-terms within the process; however of course there is a heavier emphasis on sales, and this is the fundamental factor within the project. I am proposing a range that balances fashion and function, with the intent to strengthen Topshop’s branding as leaders in innovation, drawing in both sales and recognition within the growing market of wearable technology.

Using the following headings, research, concept, process, development, outcome and reflection, this illustrated report will document each stage of the project. A literature review will initially provide the context for this report, and will discuss fashion marketing and communication theory. The research process reinforces this contextual framework, and includes the various project contributors. This section will recognise the primary and secondary sources used, and also analyse both of these methods in reference to accuracy and effectiveness. From research to conceptualisation, this part will dissect the project in depth and discuss its value. This section will lead onto process, which will explain how the project was approached.

The development stage will provide insight into the design and the progression of the project as a whole. To outcome, this section will be mainly visual, and will communicate the project as a finished product. Finally to reflection, this part will address both opportunities and problems, evaluating the successes and failures of the final MA Fashion Management and Communication project.

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“marketing bridges the gap between the intangibilities of fashion and the concrete realities of business.�

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literature review Understanding the fundamentals of marketing, including strategy and branding was an important point of reference for this project. Marketing, according to Posner (2015)“bridges the gap between the intangibilities of fashion and the concrete realities of business,” it is a process that lends itself to both creative and rational thinking. In order to deliver an accurate marketing proposal it was therefore important to understand the groundwork, the elements behind a successful strategy and the tools that consequently need to be implemented.

From the marketing mix of product, place, promotion and price, there was a heavier importance attached to product. She continues, “consumers don’t buy products or product attributes. They purchase benefits and emotional meaning.”

Therefore with my own strategy in mind, the value of the products I am suggesting must always be at the forefront of the campaign, allowing customers to buy into the products and the experience of wearing them.

The elements that need to be considered in regard to fashion marketing are extensive; I therefore chose to focus on certain areas, including digital marketing in a greater depth.

Considering I am suggesting a line of wearable technological products, digital marketing was always going to be a key influence. Claire Harris (2017) offered a comprehensive understanding on this topic, including a guide for social networking content, which placed significant value on the idea of community.

However from Gaynor Lea Greenwood (2013) the importance of the bricks and mortar shopping environment was still emphasised. It has been estimated that “70% of buying decisions are made whilst in the fashion store,” it is still a key communications tool in which “variables of the marketing mix come together” and is therefore one not to be forgotten.

I also made an effort to research how Topshop currently advertise, and the methods used to promote the previous Ivy Park lines. From this I gained ideas for my own promotional campaign and identified gaps to enhance the process overall.

Topshop are a brand with a strong social media presence, and this is reflected also in Ivy Park, therefore the challenge would be to maintain this level but to also find new ways to innovatively present information.

With the literature review in mind, I catalogued a set of key considerations that proved useful in the formation of my own marketing strategy. Emotional meaning was highlighted as a fundamental concern in connecting with customers, which links into community and relationships, which is another important factor. A marketing strategy should resonate with a specific audience, and in doing this create a sense of community. Social media again strengthens the idea of connectivity and community, and made a significant impression onto my own integrated strategy.

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research The research process started with secondary methods, which provided the foundation for the project, from which I was able to gauge my own level of knowledge and identify areas for investigation. After seeking information concerning marketing theory from the authors mentioned prior in the literature review, I used online resources as a starting point.

I initially used websites such as Issuu and Pinterest to understand the contents of a marketing report, including what kind of chapters to include and to generalise appropriate design layouts. I found this useful for the main reason that I knew from this what was expected from a fashion marketing report.

It also gave me an idea of how I wanted to present my own in a different manner, I found the majority of online reports were relatively simplistic and text-heavy, so these were areas I wanted to work upon. I prefer an overall minimalistic theme, but for example aspects of the existing reports, such as the swot tables, could have been presented in a more interesting manner.

Additionally, these publications did however allow me to breakdown the research process as a whole through chapter headings, and allowed me to dictate different areas to focus on.

From the web I also sought statistical data, including millennial spending habits of which considering the range covered, I would not have been able to achieve results as accurate or vast. Online sites including Forbes and Business Insider also contributed significant and interesting insights on the athleisure market, again providing data that I could not replicate through primary methods to the same standard. It was the same case for information concerning brand analysis; the data collected for this area was both in-depth and easily accessible. Secondary research was however a continual process, and I was adding information into the report throughout. For example Business of Fashion issued an article 2 weeks before the deadline regarding the future of wearable technology, which was a useful contribution and I am glad I drafted this in.

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Although it was difficult to obtain any numerical data from both Topshop and Ivy Park, such material was not available online and for confidentiality reasons I could not access these primarily. Through the 6 contacts for Topshop I also only received one response, which was helpful to gain an internal understanding, but it would have been useful to have more information to work with. Gaining accurate profit margins and sale figures from Ivy Park would have also been of great benefit, and I would of liked to contrast sales between the 2016 launch and the second release in 2017.

This project also required investigations into wearable technology developments, and of which online resources were a significant help. I looked at the brand Garmin from their website to gain an understanding of the current product line of wearable technology. From Garmin I also researched into issues such as sustainability and privacy, both important modern concerns in the conception of the proposed line. There was also the issue of researching how these products actually work, using Bluetooth sensors to developments in fabrics, and I made a conscious effort to investigate this area thoroughly in order to present forward the most accurate set of results. It was also important to understand to direction of wearable technology, this is where forecasting sites such as WGSN and LSN: Global were key points of reference. These websites helped to determine progressions in the industry, such as the rise of smart fabrics and body-coaching devices. This therefore helped to determine a product line through the existing garments leading the way in innovation, which provided a quick competitive analysis of sorts (Bell & Housley, 2017). For primary research, this helped to overcome the gaps in knowledge from secondary material, to achieve unique findings tailored to this specific project. I approached staff associates for Ivy Park in different Topshop branches, including the main Sheffield and London stores, Meadowhall and Oxford Circus. It would however have been interesting to extend this research across other capitals, to achieve a wider and therefore more accurate set of findings.

These conversations delivered useful insights unavailable from secondary material, including information referring to bestselling items and the general popularity of the Ivy Park range.

I was also able to observe the visual merchandising methods used, and how the brand was presented to customers, from the clothes on offer to the campaign posters used. As an extension of the store observations, I also contacted staff from head office for further findings, which cooperated with the information sought from in-store.

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primary x Store observations. x Topshop staff interviews. x Online athleisure survey. x Consumer profiling.

secondary x WGSN trend forecasts. x Pinterest moodboards. x Mintel reports. x Marketing books. x Websites including Business of Fashion, Forbes & Garmin.

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After secondary research revealed millennials were the drivers of the athleisure trend, with older millennials more likely to spend on gym-wear, I strategised for my report to target the higher end of the millennial spectrum. Consumer profiling was a fundamental element to the marketing strategy, particularly in reference to the idea of story telling and creating a sense of meaning to the concept. As I was targeting millennial gymgoers, the purpose of the consumer profiling was to depict how the products would easily fit into their lifestyle. Although not necessarily directed at avid Topshop shoppers, the collaboration between Ivy Park and wearable technology is transferable to a wider audience loyal to athleisure. However from the consumer profiles, I wanted to paint a picture of driven, motivated and conscious individuals, and therefore chose questions that not only enticed their gym preferences, but also their ambitions.

Therefore from a pool of 25-34 year old females, I wanted to present forward 3 examples, as equally spread apart in age as possible from this range. I however struggled to find a participant to represent the higher end of this selection. From the first 2 profiles, I had collected responses from participants from different backgrounds and work environments; I therefore thought it could be interesting to draw a response from an influencer or blogger who’s lifestyle is deeply indebted into active-wear and keeping fit. However failing to receive a response I had to seek an alternative persona to profile.

The final mode of primary research I used was a survey. The aim of this survey was to uncover millennial athleisure views, to identify gaps in the current market and the key factors involved in purchasing. The questions however were also designed to reveal other things such as shopping preferences, elements that would be useful additions to active-wear, and in what situations do they choose to wear these purchases.

This was successful in relation to my own marketing strategy, as it reaffirmed its purpose and the need for function in athleisure. However ideally I would have preferred more responses to analyse, so in hindsight I would of made more of an effort to distribute the survey in other ways rather than just social media. Some of the results were however surprising, which emphasises the importance of seeking research rather than building upon generalisations. There was a stark contrast between millennials that were aware of Ivy Park and those that had made purchases, and an anticipated preference in online-shopping was also not the case. These answers highlighted a need for Ivy Park to draw in additional interest, in which wearable tech would be a unique selling point, but also to pay equal consideration to online and in-store sales in the marketing strategy.

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concept As I have already touched upon my concept is a marketing strategy, overseeing the collaboration between wearable technology and Topshop’s Ivy Park. However before I pursued this idea I experimented with other possibilities, which included exploring virtual reality in-store to creating a new line of active-wear. However the common theme throughout these ideas were that they both touched on technological elements and were designed for Topshop. I veered away from vr due to the demanding amount of technical knowledge this would require, and I would have to rely too much I thought on external influences for the project to be pulled together. This was a similar case for designing a new line of active-wear, I wanted the focus to be on the marketing strategy itself, and with limited experience in design this option would have been time-consuming and ineffective. My final concept however has developed from this stream of thought, with reference to the previous trend module. One of the trends developed for this forecasting package, named sensorial sports, has drawn influences from both the increasingly popular athleisure trend, and the growing advancements in wearable technology products, as seen from fitbit and the apple watch. From research into this trend package, which was reaffirmed again through scanning secondary material for this project, the millennial market is the major driver in athleisure. For millennials health and wellbeing goes much deeper than a common cold, it is a lifestyle that places importance of keeping fit and eating well.

Millennials are also a demographic heavily influenced by technology, they have grown up around social media, smartphones, and voice activation programmes; to the extent they are the norm. Multi-functionality is a key driver in millennial purchases, which is evident across different markets from beauty to furniture. These are the roots of my concept and have been key considerations throughout the development process.

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My idea has stemmed from a gap in the market; a mainstream line of active-wear which incorporates wearable technology is yet to emerge. It is an area that I have a personal interest, and where I felt the current active-wear market often lacks in functionality, often uncomfortable, and there is room for significant improvement, which was also a finding also shared in my athleisure survey. I had also read a Forbes report stating that Topshop were investigating wearable technology in 2016 assisted by Top Pitch, my concept therefore had some ground and something that could be adopted (Arthur, 2016). In development, Arthur (2016) writes,“Top Pitch, as it’s called, aims to discover and co-develop prototypes that move wearable technology further into the fashion arena while retaining functionality that delivers for the user.” Such reports reaffirm Topshop as a positive choice to provide the focus for my project; they have a history of leading in innovation, as seen with virtual reality experiences in their Oxford Street store and the live streaming of their catwalk shows. My concept has been generated with Topshop in mind from the start, however from the research collated, with reports such as these in reference, these ideas have gained validity.

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“It’s a move that makes sense for such a brand: one with a tech-savvy youth consumer keen to explore in this space, an attitude to democratising fashion – thus drive to find the right products at the right price – and an ongoing commitment to supporting and championing emerging talent across the creative industries.”

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From the brief, this project must be a “personal programme of design and management research, development and communication to postgraduate level.” It was therefore important to choose a project that would be in keeping with the brief, but would also best reflect my own abilities. I am confident in writing, so I was convinced that my project would be rooted in text and would take the form of a strategy or report of sorts. During the research stage I looked into marketing report examples, and was interested in the presentation of these and therefore initially decided to pursue a printed book as the end result. Although I later changed the format from book to newspaper. From prior modules, I had also become accustomed in effective methods of communication, analysing business situations in regard to brand management.

My final project therefore makes references to my work so far, from international marketing and brand management, to trend prediction; both modules have been of influence. It draws on different elements to produce a piece of work that has come full circle.

In summary, my final project is an integrated communication and marketing report for Topshop to use internally. It has been designed to act as a guide for Topshop officials to pursue a new line of wearable technology embedded into their existing Ivy Park active-wear line. Scheduling from January 2018, the collection has been conceptually set to launch September 2018.

The products although appropriate for any season, therefore may a subtle reference to an Autumn/Winter release with the addition of a jacket. I have planned to use technological elements such as Bluetooth sensors and innovations in fabrics to enhance the Ivy Park line, in a way that merges both fashion and function. The results are therefore garments that connect to wireless headphones to recall workouts as well as music, that soothe muscles, remind the user of correct posture and form, hydration panels that remove the need to carry water and fabrics that extend longevity between washes. The current line of existing wearable technology products are playing with embedded fitness trackers, however they are relatively simplistic in appearance. This is where I have identified a demand, which I think Ivy Park fills. This marketing strategy therefore documents from production to promotion, using the 7p’s from the marketing mix as a base. The price will range from £90 to £300, therefore in keeping with other athleisure leaders, if slightly higher, than competitors such as Lulu Lemon Athletica and Sweaty Betty.

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I am intending the products to be initially launched in the Oxford Street flagship store in London and online, similar to the first Ivy Park launch in 2016. The transferability of athleisure also however means it has the potential to thrive in LA and Australia, where fitness is less of a trend but more of a lifestyle. The marketing strategy I am suggesting could therefore be adopted into flagship stores across these areas. Topshop are also set to open stores in China this year, in which the technology aspect to this new range could be a major draw for additional sales. Digital marketing is a key consideration to the promotion of this new line, social media particularly. The millennial market is one heavily engrossed in technology, to the extent that those that used social media as part of the shopping process were “four times more likely to spend more money on purchases” (Rohampton, 2017). Using technology to advertise is therefore complimentary both to the collection and to the millennial target market.

brand history 2 background 2.1 core values target market 3 shopping behaviour 3.1 target consumer 3.2 consumer profiles market analysis 4 overview 4.1 competitive analysis 4.2 brand positioning marketing pick & mix 5 introduction 5.1 product 5.2 price 5.3 place 5.4 promotion 5.5 people 5.6 physical evidence 5.7 process logistics 6 campaign monitoring 6.1 future

The concept in terms of content can however be divided into the following key headers:

introductions 1 executive summary 1.1 overview

references 7 bibliography 7.1 images 7.2 appendices

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process The process for this project had an unofficial start, and began during the 3-week lapse between the end of the previous module and the start-date for the tutorials for the final project.

However as I was still unsure of what concept to progress with, my research was therefore inconsistent and not applicable to my final project concept. I therefore felt I had to rush through the rest of the research, but the information collected concerning athleisure from the previous trend module did however come in use. My project was not finalised until the week of the task 1 deadline, so there was an element of hastiness to bundle a concept to progress with ready for the first assessment. I was set on an idea to produce a marketing and communication report, however it was not until this week that I focused on one idea to develop. After the first deadline assessment, which was a poster overview of our chosen project I was given feedback that helped to shape the processes yet to follow. For example, I paid greater attention to drafting in more adventurous methods of presentation and looked to include further wearable technology developments even though at this stage they are purely conceptual. I also delegated a time-line at this point, which worked to order tasks by importance and how long they would take to complete. For example I listed the survey questions and compiled the information to be sent to the consumer profile participants early on, as I anticipated these would be among the most time-consuming sections. This timeline, please refer to the next page, however helped to ensure I stayed up to date with tasks and was due to finish all processes, with adequate printing time, all within the deadline timeframe.

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Monday 26th June Monday 3rd July

X Poster presentations.

X Further research and planning.

Monday 10th July X Compile questions for interview and survey.

Monday 24th July

Monday 17th July X Start to write the opening headings for the marketing report and create a book draft in inDesign.

X Continue with the book draft and begin to both plan and write the assisting report.

Monday 7th August X Interim presentation.

X Finish the remaining text for the marketing strategy.

Monday 21st August X Finalise the marketing report.

X Complete the remaining chapters for the assisting report.

Monday 4th September X Start and finish the poster, and sent this and the assisting report to print.

Monday 31st July X Continue writing the assisting report and make plans for the presentation for the following week.

Monday 14th August X Continue with the marketing report draft.

Monday 28th August X Compile an illustrative report in InDesign.

X Send the marketing strategy to print.

Monday 11th September X Final presentation and hand in.

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Following the poster presentation for task 1, in which I had a definitive concept to run with, I then delved into further research this time more in-tuned with my current topic. I also started to consider the various processes that this project would entail, to compile a list of headings that would guide my writing and provide the structure of the strategy. Once I had these in place I had a better idea of how the overall report would be presented and any additional research that needed to be drafted in for this to happen. The next process honed in on presentation, as I referred to example layouts, looking at fashion magazines such as Elle in addition to Pinterest and Issuu as I have already mentioned. The next stage involved the compilation of an image list; I was lucky in that Ivy Park had recently released campaign images for Spring/Summer 2017 so these provided the foundation for the report. I did however not set a word count for the strategy, choosing the write as much as felt appropriate for each heading and the coinciding research.

Something that I did do differently for this project is that I did not wait till I had completed the written content before I began the first draft. I began this process earlier as from previous tasks I found this part the most time-consuming, and thought it would be useful to gradually piece the strategy together in stages.

For task 2, which was an interim presentation, this was an opportunity to provide a concise overview of the progress made so far. This was helpful as it also highlighted the remaining work left to be completed.

I found however I was consistently researching throughout each process to ensure each chapter heading was as accurate and interesting as possible. I also changed layouts frequently, testing different modes of communication in order to make the most of each page. Throughout the whole process it was a case of editing the report content, so selecting and cutting irrelevant text, as well as testing different means of presenting text through info-graphics.

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fig.10 illustration. 19

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In regard to project development, I worked alongside the timeline created as closely as possible. However I was always looking for means to strengthen the work I had created, which meant I did not factor the time in that was needed to edit and use effects in Photoshop.

I felt this was a creative risk and I spent a significant portion of time editing images that I eventually would not use. I used effects that resembled technical glitches, blurring as if the picture was taken in motion and neon light effects, however I was not happy with the final result and chose to remove them.

This was the same case for the info-graphics; I should have allocated more time in constructing and planning, as I again spent time experimenting and trialling different methods. I thought this was important however to present such information in the most effective manner, rather than purely listing or inserting directly into the main report. I therefore do not regret the extra time spent creating these. From planning to production, I allotted more time to the design process, as I anticipated this would have been the most time-consuming. I had a saved file of design layouts and sample reports to refer too, however I still found I spent a lot of time placing each page. Although in light of this I would also have preferred more time set aside for the actual writing, as the content was the most important element. The project however developed simultaneously with the assisting report document, two promotional posters and the presentation preparations; it was therefore a case of balancing these tasks and prioritising work to the relevant deadlines. In reference to problem solving, the main issue was completing the work to a good standard within the time frame, and I felt I was rushing in parts drafting in additional sections to enhance the existing content. As I have already mentioned compiling the third consumer profile was a problem, and it was difficult in finding a participant willing to take part for this age demographic. I also did not have a clear presentation method established when I began the project and I kept this quite vague. I was certain I wanted to create a physical printed copy and assumed a book would be the best and obvious option, but again I did not decide on whether to choose hard-back or a magazine style. This therefore hindered the development of the project finalising these details at the end.

design evolution first draft edits

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exploring different ways to display statistics.

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photoshop edits.

front cover first draft.

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newspaperclub.com

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The finished marketing strategy I chose to present in a newspaper format from a site called newspaper club. This end result covered 56 pages, although I had anticipated 48 pages as the maximum amount due to the cost, however I felt that I needed these extra additions so the price therefore increased.

The finish was 90gsm paper, which was a better quality in print, and was presented as a digital broadsheet. In hindsight however I would have opted for the lower quality 55gm paper.

This would have made the report look and feel more like a traditional newspaper, as the 90gsm is perhaps too polished.

However considering the page-range, I thought the newspaper format would look better as an end product, as with the hard-back binding of the book this may of looked sparse or half filled. It is also a form of communication that has been previously explored as a promotional tool for Topman, Topshop's partner company. This format idea however came from a tutorial and I thought it was a quirky and interesting way to communicate the marketing strategy. It was also a method that did not require a long period of printing time and the company was also able to send out samples in order to gain a better idea of how the final product would look. The key aspects of the strategy include the visuals, interviews, the product line itself, and of course the content.

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newspaper format

3 day delivery

56 pages 8974 words

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90gsm paper fig.18

draft no. 4

digital broadsheet

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reflection In summary I am pleased with my project and the progress I have made throughout each process of its development. The end product I think is visually appealing and I am pleased I chose not to present in a book format, which I did for the previous two modules. The newspaper format is unconventional, interesting, but is also more accessible and therefore easily distributed. I have tried to balance text with imagery to maintain the readers interest and the report throughout is consistent in both design and colour. The font works well, and contrasting the size on varying pages draws emphasis to certain quotes and phrases. The content I think is extensive and provides a comprehensive understanding of the new collaborative line, and the result is therefore a developed plan of action to effectively promote its release. I am happy with the layout; I think it is minimalistic but still contemporary in style, which most importantly makes it easier to digest. I found it challenging to transcend the theme of technology however throughout the document. I attempted to do this through photo editing, which I later retracted as I felt that the final images were not of a high standard. I felt that one problem was therefore interweaving this theme but in a tasteful way. I kept the colour scheme relatively monochromatic to reflect the metals associated with technology, but overall I struggled to display the technological element throughout. Something that I would change however would be confirming a format for printing much earlier on. Not only would I therefore be working throughout with a clear picture of the end product, I could of used the time spent on this more productively on other tasks. For example, I had to increase the page sizing of the InDesign document in order to be suitable for a newspaper style of print, which therefore meant I had to re-order pages and adjust the text. The website also offered a quick print turn around, which also meant I could of allowed additional time for editing than at first scheduled.

The focus of the strategy has evolved from an initial area of interest in athleisure and the emerging market of wearable technology, but from research a real opportunity emerged.

From both primary and secondary methods, I found material that validated my concept but also provided further directions for development.

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There was a definite gap for a mainstream line of active-wear embedded with technology, and a need for Ivy Park to attract additional interest and profit. I trialled different methods of presentation to achieve results to the best of my ability, for example playing around with placement and looking into the different ways of displaying items such as the swot table of analysis and bar charts. The strategy underwent several progressive drafts to ensure the final copy was as accomplished as possible. The focus however throughout was on communication, which I tried to convey through both text and imagery. I was conscious that the the marketing strategy has ultimately failed if it does not convey my project concept and proposed delivery. I therefore made sure each heading was striking, limited the text count per page and tried to write in a way that was both concise but informative.

To finally refer back to the module outline, the purpose of the MA Fashion Management and Communication project was “to provide students with the opportunity to develop, conclude and present a personal programme of design and management, research, development and communication to postgraduate level.� The integrated marketing and communication report I have created has drawn on all of these elements to some extent; the influence of the previous modules is also evident and has contributed to my overall understanding in order to develop the report. The first semester, titled international marketing and brand management tied in all the business elements of fashion, with added emphasis given to the strategic elements behind a successful marketing strategy. This module also introduced me to analysis tools such as swot and brand positioning maps, all of which were contributing additions to this final report. The second, trend prediction and forecasting, provided the foundation for this project. This module gave me the concept of a wearable technology and active-wear fusion to run with, and all the relevant means to communicate this. The strategy is essentially a balance between business management and communication; key terms which head the overarching course title. My main point of interest however lies in communication, and finding innovative ways to connect to customers, particularly in relation to the increasing relevance of digital methods. In the context of this project, this therefore has its benefits for further employment, as the strategy in itself is rooted in fashion communication. It also demonstrates an understanding of a brand that I aspire to work for. The end result hopefully highlights a competence to work within this field, as well as an intriguing and pragmatic concept to take forward.

“The aim of this module is to provide students with the opportunity to develop, conclude and present a personal programme of design and management, research, development and communication to postgraduate level.�

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references Arthur, R. (2016). Seeking Start-Ups: Topshop Launches Innovation Program Geared To Wearable Tech. Retrieved from https:// www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/rachelarthur/2016/04/27/seeking-start-ups-topshop-launches-innovation-programme-geared-to-wearable-tech/&refURL=https://www.google.co.uk/&referrer=https://www. google.co.uk/ Asome, C. (2016). The compelling reason Beyonce is launching Ivy Park - a new sportswear line. Retrieved from http://www.telegraph.co.uk/fashion/style/the-compelling-reason-beyonce-is-launching-ivy-park---a-new-spor/ Bell, A. & Housley, S. (2017). CES 2017 – Top Technology Trends. Retrieved from www.wgsn.com.

Greenwood, G.L. (2013). Fashion Marketing Communications. John Wiley and Sons Ltd. Harris, C. (2017). The Fundamentals of Digital Fashion Marketing. Bloomsbury Publishing Ltd. Oxford Dictionaries. (2017). Definition of Marketing. Retrieved from https://en.oxforddictionaries.com/definition/marketing.

Posner, H. (2015). Marketing Fashion. London: Laurence King Publishing Ltd. Rohampton, J. (2017) How Does Social Media Influence Millennials’ Shopping Decisions? Retrieved from https://www.forbes.com/ sites/jimmyrohampton/2017/05/03/does-social-media-in¬fluence-millennials-shopping-decisions/#33dfa8384cf3.

Salter, J. (2015). How workout wear became fashionable. Retrieved from http://www.telegraph.co.uk/fashion/style/fashionable-workout-wear/. (Including first quoted athleisure statistic).

Smith, C. (2017). By the Numbers: 31 Fitbit Statistics. Retrieved from http://expandedramblings.com/index.php/fitbit-statistics/.

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image list Fig.1 Untitled. (2016 ). Arriving 14.04.16 #IVYPARK. [Photograph]. Retrieved from https://www.instagram.com/p/BDxw2E2hhLN/?taken-by=weareivypark.

Fig.2 Untitled. (2017 ). Logo Funnel Neck Top by Ivy Park. [Photograph]. Retrieved from http://www.topshop.com/en/tsuk/product/clothing-427/ivy-park-5463599/logo-funnel-neck-top-by-ivy-park-6954016?bi=0&ps=20 Fig.3 Ryan, C. (2017). Oxford Circus Ivy Park. [Photograph]. Retrieved from personal collection.

Fig.4 Ryan, C. (2017). Pinterest Screenshot. [Photograph]. Retrieved from personal collection.

Fig.5 Ryan, C. (2017). Marketing Fashion: Harriet Posner. [Photograph]. Retrieved from personal collection.

Fig.6 Varga, C. (2017 ). Active Textiles Forecast A/W 18/19: Knits & Wovens Screenshot. [Photograph]. Retrieved from www.wgsn.com.

Fig.7 Unknown. (2016). 20 of the Best Pieces From BeyoncÊ’s New Ivy Park Line. [Photograph ]. Retrieved from http://www.teenvogue.com/gallery/ivy-park-beyonce-lookbook#2.

Fig.8 Ryan, C. (2017). Desk and Books. [Photograph]. Retrieved from personal collection.

Fig.9 Ryan, C. (2017). Newspaper Club Samples. [Photograph]. Retrieved from personal collection.

Fig.10 Unknown. (2017). Silver Paint Mark. [Photograph ]. Retrieved from https://www.shutterstock.com/search/silver+smear.

Fig.11 Ryan, C. (2017). Notebook. [Photograph]. Retrieved from personal collection.

Fig.12 Ryan, C. (2017). Draft Copy. [Photograph]. Retrieved from personal collection.

Fig.13 Ryan, C. (2017). Introduction Draft. [Photograph]. Retrieved from personal collection.

Fig.14 Ryan, C. (2017). Shopping Behaviour Draft. [Photograph]. Retrieved from personal collection.

Fig.15 Ryan, C. (2017). Page Draft. [Photograph]. Retrieved from personal collection.

Fig.16 Ryan, C. (2017). Front Cover Draft. [Photograph]. Retrieved from personal collection.

Fig.17 Ryan, C. (2017). Marketing Report Page Leggings. [Photograph]. Retrieved from personal collection.

Fig.18 Ryan, C. (2017). Marketing Report Page Front Cover. [Photograph]. Retrieved from personal collection.

Fig.19 Ryan, C. (2017). Marketing Report Page Profiles. [Photograph]. Retrieved from personal collection.

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