DESN3360: Dissertation by Caroline Davies

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UNIVERSITY OF LEEDS

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SCHOOL OF DESIGN

Cheap and cheerful: The conformity of colour use in British women’s apparel to the assumption that bright colours infer low value

Figure 1: A look from the Burberry S/S 2018 rainbow collection, featuring a ‘kaleidoscope of colours’ (Burberry, 2018)

Caroline Helen Davies: 201009275 DESN3360: 27th February 2019 Word Count: 11,913 words

This dissertation is submitted in partial fulfilment of the requirements for the degree of Bachelor of Arts in Fashion Marketing

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Abstract Addressing the lack of available literature surrounding colour and consumer value perception (CVP), particularly within women’s apparel, this research study aims to assess the impact of the ‘aesthetic’ quality on consumer expectations surrounding value, achieved through understanding the applicability of and conformity to colloquial and commonplace phrases such as cheap and cheerful and bright colours inferring low value (Labrecque et al., 2013, p.187, p.195). Founded on existing literature in related colour fields and consumption behaviour, the theoretical foundation provides direction and contextualisation for this study’s mixed-method approach. Synthesising quantitative data collected from the colour measurement of apparel products from two popular fashion publications, Vogue and Elle UK, with qualitative data from interviews with consumers, this study unifies the dual-perspective present in the multifaceted cognitive process (Stepień, 2017, p.99). Finding that only in terms of the functional, core product, with all elements of branding and intangibility removed, does the industry conform to such statements, this research observes women’s apparel to be a publicly consumed status good, in which the social status inferred by a product through the ‘bandwagon effect’ is of far greater influence in the CVP process than any visual or tangible attribute, such as colour (Stepień, 2017, p.113). Through the appraisal and application of existing theories and frameworks to this relatively neglected field of research, this study combines analysis of consumption behaviour with consumer perspective, brand output and empirical data to provide a comprehensive insight into the role of colour in British women’s apparel across the past decade.

DESN3660 1.

Introduction

1.1.

Aim

1.2.

Objectives

1.3.

Hypotheses

Literature Review

2.1.

2.2.

2.3.

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The psychology of colour 2.1.1.

Colour perception

2.1.2.

Colour meaning in context

Consumption behaviours and processes

2.2.1.

Total product concept

2.2.2.

Conspicuous and status consumption

2.2.3.

Consumer value perception

Colour in fashion products

2.3.1.

Seasonal variation

2.3.2.

External drivers of colour change

Methodology

3.1.

Recording colour measurements

3.2.

Consumer interviews

3.2.1.

Sampling

Results and Discussion

4.1.

Defining terminology

4.1.1.

Bright

4.1.2.

Neutral

4.1.3.

Other

4.1.4

Achromatic

4.2.

Colour in British womenâ&#x20AC;&#x2122;s apparel in 2018

4.2.1.

Achromatic colour categories

4.2.1.1.

Black

4.2.1.2.

White

4.2.2.

4.2.3. 4.3.

Chromatic colour categories

4.2.2.1.

Neutral

4.2.2.2.

Other

4.2.2.3.

Bright

Evaluating the hypothesis (H1)

Colour change in British womenâ&#x20AC;&#x2122;s apparel

4.3.1.

Implications of missing data

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4.4.

Colour change of bright colours

4.3.2.1.

The impact of external drivers

4.3.3.

The colourfulness of British womenâ&#x20AC;&#x2122;s apparel

4.3.4.

Evaluating the hypothesis (H2)

4.3.5.

The impact of the media

Colour in consumer value perception (CVP)

4.4.1.

CVP of womenâ&#x20AC;&#x2122;s apparel

4.4.1.1.

Colour in the conscious process

4.4.1.2.

Colour in the subconscious process

4.4.2.

Perceiving value as status consumers

4.4.3.

Evaluating the hypothesis (H3)

Conclusion

5.1.

Limitations

5.2.

Recommendations for further study

Reference Lists

6.1.

Reference list

6.2.

Figure list

Appendices

7.1

Recording colour measurements

7.1.1.

Raw data table

7.1.2.

Market level segmentation

7.2.

7.3.

7.4. 7.5.

147

Consumer interviews

163

7.2.1.

Interview guide

163

7.2.2.

Interview images

164

7.2.3.

Participant information sheet

171

7.2.4.

Participant consent forms

172

7.2.5.

Interview transcripts

178

7.2.6.

Determining theoretical saturation

199

Testing colour category frameworks

201

7.3.1.

Bright

201

7.3.2.

Neutral (browns)

204

7.3.3.

Neutral (beiges)

205

Statistical testing

207

7.4.1.

207

Correlation coefficients

Additional material

208

7.5.1.

208

Burberry S/S 2018 Rainbow collection

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1. Introduction Harbouring unprecedented communicative power, colour has been documented as a ‘nonverbal language’ capable of influencing emotion, expectation and response (Holtzschue, 2017, p.6). Manipulated by designers and marketers to create beneficial consumer reaction, much of the research surrounding the phenomenon remains confidential for competitive advantage, leaving the concept relatively unexplored in the public domain (Labrecque et al., 2013, p.195). Despite claims that ‘minor influences such as colors’ impact the willingness of consumers to pay elevated prices, it has been documented that colour in the perception of ‘quality, price and performance’ is yet to be ‘explored systematically’ (Goldsmith et al., 2010, p.333; Labrecque et al., 2013, p.197). However, assumptions are circulating colloquially amongst consumers, such as, due to childlike connotations, bright and highly saturated colours infer ‘low quality’ and therefore low value, explanatory of the idiomatic phrase, cheap and cheerful (Labrecque et al., 2013, p.197). However, with an acknowledgement of how ‘colors are understood’ through ‘context’, in applying such assumptions to the women’s apparel market, it would be expected that luxury and high value brands would be reluctant to feature bright and cheerful colours (Holtzschue, 2017, p.6). Nevertheless, recent luxury fashion collections strongly dispute and discredit this notion, suggesting there is a lack of applicability of the low value inference of bright colours to the current British women’s apparel market (figures 2-5). As consumer value perception (CVP) is regarded as the ‘core of today’s business logic’, despite receiving ‘negligible attention’ in literature, research into colour within the CVP process is required to further advance this field (Stępień, 2017, p.100; Goldsmith et al., 2010, p.334). Deemed a ‘starting point’ in re-establishing ‘the importance of color research’ in marketing and design, an extensive understanding of ‘how consumers perceive color’ and its resulting ‘influence on decision making’ is required to progress the applicability of colour research into the marketing industry (Labrecque et al., 2013, p.188). This study intends to provide such an understanding, whilst also highlighting areas requiring further research, and will be of use to marketers, designers and academics alike. 6

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Figure 2: Gucci panther face shell coat, £1,340 (Selfridges, 2018)

Figure 4: Mary Katrantzou Goya striped shirt, £790 (Selfridges, 2018)

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Figure 3: Oscar de la Renta leaf-motif gown, £5,665 (Selfridges, 2018)

Figure 5: Silvia Tcherassi velvet trousers, £835 (Selfridges, 2018)

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1.1. Aim The aim of this research study is to investigate the role of colour in the CVP process within British women’s apparel from both the brand and the consumer perspectives, exploring how colour influences the perceived value of apparel garments. 1.2. Objectives O1.

To determine the definition of colloquial colour terminology

O2.

To explore colour use in the women’s apparel industry across the previous

ten years

O3.

To establish the extent to which current consumers are consciously using

colour as a determining factor in value perception of women’s apparel

1.3. Hypotheses H1. The statement “bright colours infer low value” is not currently valid within

the British women’s apparel industry

H2. The statement “bright colours infer low value” has decreased in validity

across the past ten years

H3.

Colour is no longer an indicator in value perception of women’s apparel

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Literature Review

Carrying ‘meaning’ capable of influencing ‘consumers’ thoughts, feelings, and behaviours’, colour is utilised for more than merely aesthetic appeal (Labrecque et al., 2013, p.187). However, despite this vast impact, ‘little research’ into colour and consumer behaviour exists (Labrecque et al., 2013, p.187). Whilst evidential empirical research on colour explicitly as a marketing tool or as an indicator in value perception is lacking, extensive research in colour perception, emotion and response is present across other disciplines including neuroscience and psychology, which contain applicable findings, to some extent. This literature review provides thematic context to the existing cross-discipline research in addition to presenting theories surrounding fashion and consumption necessary for the understanding of this study. 2.1.

The psychology of colour

Fundamental to the study and application of colour, the capability of the phenomenon to evoke subconscious reaction, referred to as ‘psycho-physiological activation’, should be manipulated in applied industries to the benefit of designers, retailers and marketers to increase engagement, sales and profitability (Mikellides, 2017, p. 193). However, the scarcity of commercialised, applied or industryrelated research suggests that the effect of colour on consumer behaviour is not being utilised to its greatest potential. Colour response research, for the most part, is restricted to scientific literature in the field of psychology; the findings of such literature provide the foundation for this research, establishing successful methodologies and research openings present in current academia to apply to the women’s apparel industry for greater understanding and practical applicability.

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2.1.1. Colour perception Prior to Wilms and Oberfeld’s pioneering study, the ‘systematic effects of color on emotion’ had been frequently documented with consistent results surrounding hue (2017, p.897). However, the applicability of the findings is flawed in the disregard for the supplementary perceptual elements of colour: saturation and brightness. Few investigations into the effect of saturation exist and often fail to provide a ‘sufficiently precise’ control for the perceptual elements not under direct investigation; therefore, the concept remains relatively unexplored (Wilms and Oberfeld, 2017, p.896). Hence, Wilms and Oberfeld’s study into the effect of the three dimensions on colour emotion proved to be pioneering in approach (2017). The resulting discovery that ‘all the three color dimensions’, hue, saturation and value, ‘had significant effect on the emotion ratings’ highlights the importance of each of the elements individually as well as ‘their interactions’, suggesting that a variance in combination of values will stimulate different responses in the viewer (Wilms and Oberfeld, 2017, p.908, p.896). As explained by Kuehni and Schwarz, the ‘psychological experiences’ evoked by colour stimuli ‘lack a close relationship’ with colour order systems based on ‘simple mathematical manipulation of cone absorption’, such as the frequently used RGB (red, green, blue) order system, bringing into question the motivation of prior studies whose analysis and research was based on this trichromatic colour theory system (2008, p. 92). Instead, ‘perceptual color order systems’ are ‘based on judgements of psychologically significant distances between color percepts’ reflecting the colour viewing experience more accurately and therefore providing a more effective system when analysing consumers’ experiences and decision processes (Kuehni and Schwarz, 2008, p.92). The comprehensiveness achieved through the analysis of all three perceptual components of colour points toward the use of the HSV (hue, saturation, value) colour system in this research study (figure 6).

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Figure 6: Graphical representation of the hue, saturation and value (HSV) colour system (Chernov et al., 2015, p.328)

2.1.2. Colour meaning in context Whilst Wilms and Oberfeld’s findings advanced colour research, they too are not directly applicable to industry (2017, p.898). Reviewing the research methods undertaken, the colour samples under analysis were presented to the research subjects ‘via an LED display’ in an apparent research environment (Wilms and Oberfeld, 2017, p.898). Although the findings are of scientific interest, the lack of contextualisation for the research subjects decreases the commercial applicability; pure, uninterrupted digital colours are rare in the modern consumer environment. A controversial debate in academia, the effect of contextualisation on colour meaning appears to reflect ‘two contrasting perspectives’ with reputable academics arguing both a contextual dependence on colour meanings and supporting inflexible innate meanings regardless of context (Won and Westland, 2016, p.456). Kauppinen-Räisänen and Luomala describe colour communication as ‘a multilevel function’ inferring that it is ‘related to the product context’ with a proven relationship between ‘colour meanings and product type’ (2010, p.302). However, these findings are strongly disputed in other academic studies, with Taft finding ‘most colors on objects were rated the same as corresponding colors on chips’ indicating ‘good correspondence between the two’ (1998, p.43; 1998; p.43). 11

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Seemingly, the effect of contextualisation on colour meaning is somewhat inconclusive, in agreement with Won and Westland’s findings that ‘context sometimes affects colour meaning’ and therefore, without further testing, it cannot be stated with certainty that the aforementioned findings of Wilms and Oberfeld, when applied to an industry, would receive concordant results (2016, p.450; 2017). However, with additional literature concluding that the ‘psychological responses’ to colour are ‘strongly affected by texture’, the validity in an applied setting is further weakened and enhances the argument that colour is contextually dependent (Lucassen et al., 2010, p.426). Textural variations not present in Wilms and Oberfeld’s research method are present across applied industries, suggesting scope for misinterpretation if the results were applied directly to industry (2017, p.898). This therefore, brings into question the applicability and validity of such all-encompassing statements, including ‘brightly or overly colourful’ products ‘can imply low quality’ and the childish connotations with ‘bright colours’ resulting in the expectation of lower value (Labrecque et al., 2013, p.192). It is clear that, as the impact of colour use on consumer expectations is determined to be contextdependent, such statements cannot be validated until more refined research associated specifically within the industry in question is undertaken.

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2.2. Consumption behaviours and processes In the consumption of goods, despite the great dependence on factors varying by individuals, patterns and behaviours have been documented as a result of key processes. Enhanced by the ‘public consumption’ of status goods, the motivations in the consumption of fashion products are far more complex than simple ‘functional utility’ (Eastman and Eastman, 2015, p.3, p.6). Therefore, an understanding of fundamental consumption behaviours and processes is paramount prior to exploring fashion from both the brand and the consumer perspective. These consumption theories have existed for decades; however, they require continuous re-contextualisation in the consumer market, as a result of the ‘growing’ luxury market infiltrated with younger consumers who are comprising ‘an increasingly larger portion of the luxury market’ (Eastman et al., 2018, p.220; Hennigs et al., 2015, p.922). 2.2.1. Total Product Concept Embodying the assessment of benefits provided in the purchasing of a particular good by the consumer, vital in the buying decision-making process in which ‘a tradeoff between the benefits and costs’ is undertaken, Levitt’s total product concept categorises the extensive sources of factors in the ‘subjective perception’ of value (Stępień, 2017, p.102; Levitt, 1980) (figure 7). This concept indicates that the core product, the ‘generic’ tangible product, constitutes only a minor role in the apprehension of value. It explores a great variety of elements in the creation of value, from tangible attributes that are ‘expected’ to the greater intangible attributes, the ‘augmented’ and ‘potential’ product, which explore service, inferred status, and the emotional value created (Posner, 2015, p.43). Levitt’s dated model has been appraised as still holding relevance and importance in the current consumer environment, and the documented notion that ‘consumers don’t buy products or product attributes’ but instead ‘purchase benefits and emotional meaning’, forms the foundation for many contemporary consumption behaviours (Posner, 2015, p.43; Levitt, 1980).

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Figure 7: A diagram illustrating Levitt’s total product concept (Adapted from Posner, 2015, p.43)

2.2.2. Conspicuous and status consumption First explored in Veblen’s study of the leisure class, conspicuous consumption defines ‘the tendency to pay more than necessary for an item suitable to a need or want to indicate exceptional status and good taste to others’; that is, the behaviour of striving to exert social positioning and identity through the consumption of recognisably expensive goods (Veblen, 1899, p.169; Woodside, 2012, p.56). Highlighted to be ‘central to conspicuous consumption’, Veblen documented that ‘dress’ exhibited a ‘higher degree’ of such consumption behaviour (Woodside, 2012, p.55; Veblen, 1899, p.169). Corroborated and re-contextualised in a more contemporary consumer environment, Woodside reiterated the practice of conspicuous consumption through ‘fashion marketing theory’ from the ‘perspective of economic psychology’ (2012, p.55). Woodside’s findings indicate that motivations for consuming in a manner that establishes certain positioning in society are a result of a desire for ‘identity signalling’ and ‘outward communication’ through the ‘publicly visible’ domain of fashion (2012, p.59; p60).

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Whilst the presence of conspicuous consumption in the contemporary fashion market is undeniable, other research suggests conspicuous consumption does not act independently but forms an antecedent of a greater phenomenon. Goldsmith et al. find consumer behaviour to be ‘socially motivated’ above the ability of the product to satisfy ‘utilitarian’ needs; the great effect of the ‘pervasive and influential desire for social status’ is commonly associated with status consumption (2010, pp.323). Recently emerging in literature, ‘status consumption’ holds a modernised definition as the ‘motivational process by which individuals strive to improve one’s social and/or self-standing through consumption’ in a manner that will ‘confer and symbolize status for the individual and surrounding significant others’ (Eastman and Eastman, 2015, p.3). Identifying motivations to be either internally or externally sourced, Eastman and Eastman explore the challenges in devising an applicable model of the behaviour with consideration for the ‘internal motivations’ which ‘focus on expressing inner values and tastes’ (2015, p.1). However, internal motivations were more commonly associated with the ‘private’ consumption of status goods, not that of ‘public’ status symbols such as fashion (Eastman and Eastman, 2015, p.4). Therefore, Eastman and Eastman’s systematic exploration of ‘external motivations’, segregated into ‘the Veblen effect’ (conspicuous consumption), ‘the bandwagon effect’ (the conformity to social influence) and ‘the snob effect’ (the ‘exclusivity’ of luxury purchases) is most appropriate for this study (2015, p.1). Moreover, from the perspective of a brand, status consumption has been evidenced to have ‘influence’ over consumer ‘price sensitivity’, as ‘high brand status often serves as a justification for high price’, suggesting that marketing and positioning efforts outputted by brands are integral to achieving profitability when targeting socially-motivated consumers. As ‘people make inferences about others and their level of success’ from ‘their possessions’, these externally motivated factors are fundamental for the analysis of the consumption and perception of fashion products (Eastman et al., 2018, p.222).

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2.2.3. Consumer value perception From the above review of existing literature, a complexity in the understanding of CVP when evaluating status goods such as fashion is inferred (Stępień, 2017, p.99). Due to a ‘broad spectrum of value components’, that vary as a reflection of changing ‘opinions, attitudes and behaviors’, understanding the complex cognitive process relies greatly on the individual (Stępień, 2017, p.104; p.100). Encompassing the aforementioned frameworks and consumption behaviours, Stępień found that the measurement of CVP, particularly in publicly consumed goods such as fashion, should focus on ‘hedonic and social components’, echoing the importance of the ‘snob’ and ‘bandwagon’ effects as well as ‘conspicuous consumption’ (2017, p.113). Thus, status consumption and value perception are two intertwined phenomena shaping the ‘desire for luxury brands’ in the contemporary market (Hennigs et al., 2015, p.922). Product categories that exhibit a vast range of price points should undergo greater investigation and scrutiny in appraising the correspondence between socially motivated value perception and the influence and role of tangible aspects. However, such research is lacking, creating ambiguity for marketers and designers in how to achieve the desired degree of perceived value.

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Colour in fashion products

Literature surrounding colour use in women’s apparel products offers insight into trend forecasting and colour prediction. Emphasising the importance of ‘colour in the context of societal changes’ in the prediction of ‘consumer colour preferences’, the spread of influences on colour in fashion is clear, adding complexity to the factors of colour use and change within the women’s apparel industry (Scully and Johnston, 2012, p.20). However, despite acknowledgement of such a vast array of forces acting on colour change in fashion, little empirical data explores the extent of this impact, or even supports the commonly assumed statement that bright colours infer low value. 2.3.1. Seasonal Variation Extensively documented in academia, fluctuations in cognitive preferences associated with seasonal changes are common among the general population (Palmer and Schloss, 2010, p.8877). Explored through ‘ecological valence theory’, in which cognitive behaviours are determined by an individual’s ‘combined affective response to environmental objects and situations’, a fluctuation in seasonal colour preference has been noted (Palmer and Schloss, 2010, p.8877; Schloss et al., 2017, p.1589). This extension of cognitive fluctuations into the realm of colour presents the possibility for seasonal change in coloured and designed goods, such as fashion. However, the applicability of the findings to apparel products is weakened due to textural differences, resulting from the ‘seldom uniformly colored’ nature of ‘real life objects’ (Lucassen et al., 2010, p.426). Whilst cognitive studies surrounding seasonal impacts and influences are plentiful, the applied context of such systematic variations comprise little empirical data and a distinct lack of research. In their studies of ‘color feature’ of luxury and fast fashion, Xiong et al. document seasonal variation in product offerings by brand, corroborating Schloss et al.’s findings to an extent, although documenting a far more drastic impact from season to season (figures 8 and 9) (2017, p.209; 2017, p.1609). Across both market levels, a consistently greater proportion of ‘vivid and bright tones’ were found in the Spring/Summer collections compared 17

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to the greater prevalence of ‘dull and dark tones’ measured in the Autumn/Winter collections (Xiong et al., 2017, p.210).

Figure 8: ‘Color distribution ratio of female clothing colors of fast fashion in 2013’ (Xiong et al., 2017, p.209)

Figure 9: ‘Color distribution ratio of clothing colors of luxury fashion in 2013’ (Xiong et al., 2017, p.209)

The greater variation of colour in seasonal brand output when compared with the findings of Schloss et al. suggests that, whilst pure colour preference, independent of product, context or situation, indicates preferential fluctuation only in the month of greatest ecological colour change, the impact on clothing is greater, although follows similar systemisation (2017, p.1608). The pattern of seasonal variation documented in each of Xiong et al.’s studies mimic that of ecological colour shifts by season, the ‘vivid’ tones of spring and summer replicating that of surrounding flora and fauna and the learned associations of such colours (2017, p.210). Whilst greater research is required into the applied nature of seasonal colour preference, the impact of seasonal variation on colour use in fashion is apparent, highlighting the importance of acknowledging seasonal variation when considering colour change in fashion. 18

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2.3.3. External drivers of colour change Extensive trend forecasting and fashion history literature document the impact of ‘societal’ shifts on colour in fashion (Scully and Johnston, 2012, p.20). Suggesting fashion to be a reflection of the current socio-political climate, fluctuations are expected to mirror societal zeitgeists. This assumption, present in certain trend forecasting and fashion history literature, tends to follow the format of a discussion of the driver and pictorial evidence, such as the ‘prevalence of Op Art influence’ or the ‘distinctive style’ that resulted from the punk movement or the ‘Friends phenomenon’ caused by the popularity of the sitcom (figures 10-12) (Cole and Deihl, 2015, p.288, p.317, p.385). However, this systematic documentation, whilst it evidenced the influence of such external factors, lacked empirical data to establish the extent of the impact. Scully and Johnston document a heightened ‘preference for blues and greens’ due to ‘increased awareness of climate change’ and suggest that the ‘economic crisis of 2008/2009’ and ‘rise in the value’ of precious metals resulted in a ‘resurgence of metallic colours and finishes’, corroborated by trend forecasting resources such as WGSN (2012, p.21; WGSN, 2018). Whilst these examples demonstrate a reflection of societal changes, these statements are made with no supporting evidence and therefore are not considered conclusive. However, one study using empirical data explores the effect of external factors on colour in fashion, particularly the use and acceptance of black. Exploring the relationship between the economy and the prevalence of black in women’s fashion, Koh determined, with certainty, that when a ‘negative mood’ was predicted in the economy, the number of black garments available increased by between 5% and 7% (2018, p.270). This is contextualised by the versatility of the colour and the consumer need for ‘affordable’ clothing that holds longevity and is not trend-focused, ensuring value for money in the ‘uncertain economic environment’ (Koh, 2018, p.270). The evidence in this study suggests that it is not directly the zeitgeist of the society that is shaping colour use, but instead, the resulting effect of these on consumer needs and desires. It is clear that external social, cultural and economic factors do influence colour use in fashion; however, with a lack of supporting evidence, the extent of this, across a variety of hues, is indeterminable. 19

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Figure 10: Biba jumpsuit reflecting the Op Art artistic movement of the 1960s (photographed by David Graves, 1968; sourced from Cole and Deihl, 2015, p.288)

Figure 11: Vivienne Westwood and ‘two punk devotees’ (photographed by Jenkins, 1977; sourced from Cole and Deihl, 2015, p.317)

Figure 12: ‘Let’s be Friends’ editorial, ‘which mimics the look of the show’s cast’ (photographed by Lakow, 1995; sourced from Cole and Deihl, 2015, p.385)

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3. Methodology Recently recognised as an ‘important methodological paradigm’, a mixed-method approach was adopted, combining the advantages of both quantitative and qualitative research, supported by secondary literature-based research, providing comprehensive insight into the use of colour in value perception in British women’s apparel (Bergin, 2018, p.177). Addressing the documented ‘confusion’ present in CVP, stemming from the ‘perceiving object’ in which consumers are the subject but brands also ‘perceive the value’ they are ‘intending to deliver and monetize’, the mixed-method approach considered both brand output and consumer perspective (Stępień, 2017, p.109). To achieve this, differing research methods were implemented, synthesising quantitative and qualitative data, shaped by an understanding of ethical, financial and time constraints. 3.1. Recording colour measurements In order to analyse and map colour change in the British women’s apparel industry over a time period, colour measurements were extracted from apparel products across a range of brands, providing variation in price point. Due to time constraints and limited access, sourcing and collecting colour measurements directly from apparel products was unfeasible. Therefore, collecting data from leading British fashion publications provided an appropriate alternative, validated by existing credible methods, such as the one implemented in Xiong et al.’s studies in which colour measurements were taken from images sourced from ‘the website’ of Vogue, allowing for greater access to a vast sample in similar and replicable conditions (2017, p.203). To ensure variation in products featured, two leading fashion publications formed the source of the sample. Vogue presents its readership of ‘luxury consumers’ with trends and pieces from ‘top fashion’ brands, hence, providing an extensive sample of high value products; whereas Elle UK reaches a vast array of women of different levels of affluence, providing an equally extensive sample of products of typically lower value (Condé Nast, 2018, p.4; Hearst, 2018). Evidential of ‘systematic sampling’, this approach ensured sufficient randomisation in a refined sample, without incurring the potential research bias of ‘deliberate sampling’ (Bergin, 2018, p.41). 21

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The editions of the publications to be analysed across the 10-year time period were systematically selected, sampled quarterly each year at March, June, September and December, to avoid inaccuracies resulting from seasonal fluctuation in colour use in women’s apparel (Xiong et al., 2017, p.210). However, the sample size was involuntarily refined further due to a deficient collection at the British Library, in which the September 2009, September 2013, December 2013 and March 2014 issues of Elle UK were considered unaccounted for. To ensure accuracy in comparing and contrasting results, the corresponding editions from Vogue were omitted by ‘case deletion’ to prevent any skew towards higher priced products in the findings (Bergin, 2018, p.50). Furthermore, with regards to colour management implications, an additional edition was removed due to the use of an alternative substrate. Whilst minor differences in substrate between the two publications existed, the similarities in paper weight and finish established effective comparability. However, the September 2018 edition of Elle UK was dedicated to sustainability and was published on ‘100% recycled waste paper’ which featured a coarse, uneven texture and matte finish differing from the smooth and glossy substrate of the rest of the sample (Curtis, 2018, p.45). As ‘printer response’ and consequent colour output ‘can vary considerably with different printing substrates’, this dramatically different paper was omitted ensuring colour measurements were not distorted and that the data remained comparable (Shaw et al., 2003, p.455). Therefore, the corresponding Vogue edition was also omitted. Within the publications, products for analysis were refined further. Only items from ready-to-wear collections were considered, as bespoke and made-to-order items tend to reflect the needs and desires of an individual consumer as opposed to a consensus from a consumer group, and such items were required to be listed with the brand name and price to ensure the validity of the analysis and discussion. Colour measurement only considered the ‘dominant colour’ of a product as determined by eye; therefore, products without any clear dominant colour were omitted (Doroz and Watson, 2011, p.96). Only product images embedded in text and articles were recorded in order to avoid creative editing and resulting colour alteration present in advertisements (figures 13 and 14). Furthermore, measurements were only taken where the garment was in full colour and entirely unobstructed. Metallic and glossy finishes and textures along with sheer fabrics 22

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were omitted from the results due to the inability to determine the true colour of the reflective surface and the disruption to the colour measurement caused by the paper colour, respectively. Moreover, only product flats were considered due to shadows created in modelled garments also contributing to the inability to determine an accurate colour.

Figure 13: ‘Ruling Class’ editorial feature in the June 2012 edition of Vogue (Beaton and Pithwa, 2012, p.98)

Figure 14: ‘Workwear’ editorial feature in the June 2012 edition of Elle UK (Candy, 2012, p.74)

The data collection took place in the Newsroom of The British Library, a restriction imposed by the library; therefore, acknowledging colour management, appropriate precautions were taken ensuring the highest level of accuracy possible. All measurements were taken from the same seat, situated furthest from the external windows, reducing the impact of lighting change due to weather and time of day (figure 15). However, the warm fluorescent artificial lighting will have warped the colour measurements slightly, although the effect on the results was minimal as measurements were taken from the same location with the same exposure to artificial light and will have been equally affected (figure 16).

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Figure 15: Windows providing natural lighting to the Newsroom in The British Library (original image)

Figure 16: Fluorescent lighting in the Newsroom of The British Library (original image)

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The measurements were taken with an iPhone 7 using the ColorMeter RGB Colorimeter application held at a distance of 5cm away from the image being measured. Despite the availability of more sophisticated spectrometers, restrictions and regulations enforced by The British Library prohibit the use of certain devices within the facility. Additionally, the necessity for extreme accuracy in measurements was reduced as it is not intended that the colours will be replicated or compared with such scrutiny. Therefore, the standardisation of quality and calibration applied to all through the consistent use of the same device was sufficient. The HSV measurements were recorded due to the â&#x20AC;&#x2DC;three perceptual dimensions of colorâ&#x20AC;&#x2122; being most closely associated with human perception (appendix 7.1.1) (Wilms and Oberfeld, 2017, p.896). With a fundamental focus placed on value, it was imperative that differences in price associated with product category and price architecture did not impact this study (Posner, 2015, p.46). Analysing garment colour purely based on product price would create inaccurate findings; instead, the data was organised by market level of the brand before analysis began (figure 17) (Posner, 2015, p.13). This categorisation was carried out through the calculation of the mean price of garments from each brand prior to segmentation, to standardize differences resulting from price architecture (appendix 7.1.2.). With a lack of explicit academic exploration evident, branding behaviour studies were consulted to establish a framework for market segmentation (table 1). Woodside, whilst not determining market levels, notes differences in branding behaviours of sunglasses brands at approximately $100 and $500, replicating similar behavioural segmentations found in Berger and Wardâ&#x20AC;&#x2122;s study of branding behaviour of handbags (2012, p.56; 2010, p.559). Therefore, whilst the currency differs, these boundaries formed the basis for the categorisation of market levels for the purpose of this study.

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Figure 17: Market levels in the fashion industry (adapted from Posner, 2015, p13)

Table 1: The categorisation of brands by market level based on mean price

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3.2. Consumer interviews As a ‘supplementary’ study providing qualitative data, a series of interviews were conducted to assess the consumers’ response to colour use in women’s apparel and the resulting impact on CVP (Bergin, 2018, p.181). Integral to the findings of the study, consumers offered first-hand insight into value perception, with the resulting qualitative data, rich with opinions and comments, humanizing the quantitative data. Structured interviews ‘with little deviation’, allowed for comparison between responses, whilst also offering the research subjects’ freedom to express their personal experiences, connotations and thoughts (Bergin, 2018, p.132). In the structuring of the interview, the participants’ prior knowledge was greatly considered. Attempting to establish the impact and importance of colour as in indicator in value perception in the women’s apparel industry, it was imperative that participants were unaware of the study’s focus on colour. Probing into the consumers conscious decision-making process, the interview intended to uncover factors that consumers consider when determining value and therefore, had they been alerted to the study’s focus on colour, their responses would have been influenced. Furthermore, interviews were undertaken in isolation from other participants to ensure no influence from the shaping of ‘people’s views... in the presence of others’ as occurs in focus groups (Bergin, 2018, p.56). However, in order to establish connotations with colour and resulting impacts on value, it was necessary that colour was discussed and therefore, this was introduced in the second phase of the interview, so as not to disrupt or falsify the first responses. This guided the structure of the interview, funnelling the topic of discussion from value in general, to value in women’s apparel to the role of colour in value perception (see appendix 7.2.1.). ‘Breadth and depth’ of discussion was achieved without ‘leading’ the participant to an answer that did not organically reflect their own conscious thoughts, and in the same respect, questions were formulated in a manner that did not ‘influence the response of the participant’ (Yeo et al., 2014, pp.190-191).

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Established in literature, a ‘mixed methodology for empirical exploration of CVP’ was advised, and therefore, further experimentation was merged into the interview process, providing an enhanced platform for discussion of the cognitive process (Stępień, 2017, p.99). 12 blouses from different brands at different price points were selected for their relative similarity, to be presented to respondents who ranked the images in terms of value (appendix 7.2.2.). Financial constraints made presenting participants with actual products unfeasible; therefore, images were an appropriate substitute. An awareness of the lack of influence from certain tangible attributes, such as fabric, feel and weight, in the value perception process was applied throughout analysis. Whilst this exercise presented quantitative data that was of analytical interest, the purpose behind its inclusion was for greater accuracy in participant recall. Discussing how they determine value and what attributes lead to deciphering which product is of higher value, the participants were recalling past experiences, whereas, by undertaking the cognitive process in the interview setting, they were better equipped to explore and discuss the factors influencing this process. Similarly, in gauging individual connotations and emotional responses to colour combinations to aid analysis further, participants were presented with colour samples to generate such responses. For the accuracy of these included exercises, the interviews were undertaken in the same control room with no windows and therefore no fluctuating natural lighting, and only one light bulb emitting warm-toned light. However, the influence of this warm light will be negated in the comparative study as it remained constant throughout. The final consideration for accurate analysis was that of recording. With the permission of participants, the interviews were recorded, solely for the purpose of transcription, providing the utmost accuracy in replication of qualitative data (appendices 7.2.3., 7.2.4. and 7.2.5.). 3.2.1. Sampling The pre-requisite for participants to hold a knowledge of apparel value and a history of purchasing women’s clothing to present comparable consumption of women’s apparel across the sample was indicative of homogenous purposive sampling, with a bias towards gender and consumption behaviour. Introducing a level of subjectivity, relying on ‘experience and judgement’, the benefits of 28

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pre-determining participant knowledge outweighed the risk of any bias impact created (Guarte and Barrios, 2007, p.277). Coupled with ‘convenience sampling’ due to accessibility, time and financial considerations, the qualitative findings are indicative of a socially-restricted sample group who lack diversity in geographic location, social identity and demographics such as age and financial situation (Bergin, 2018, p.44). However, this selective bias, provides greater comparability across the findings, but an awareness of the demographic constriction is carried throughout analysis (Stępień, 2017, p.100). Due to the individual nature of the responses to the interview, theoretical saturation was deemed the appropriate sampling quantification method (Beitin, 2012, p.244). A ‘criterion by which to justify adequate sample sizes’, the framework suggests that the optimum sample size has been reached when no new data is being created in responses (Guest et al., 2006, p.60). Despite widespread use, the concept has been criticised in academia for lacking ‘systemization’ and ‘a common description of how saturation is reached’ (Rowlands et al., 2015, p.40; Beitin, 2012, p.244). Therefore, for the purpose of this study, saturation will have been reached at the repetition of all categories of responses (see appendix 7.2.6.) As the number of interviewees was not quantifiable prior to research, an understanding of quantifiable optimal sizes was considered. Academia does not conclusively present a single ‘optimum sample size’ but it has been attested that appropriate sample sizes ‘range from 6-12 participants’ if ‘thematic redundancy’ is to be achieved (Beitin, 2012, p.244). Therefore, this confirmed that thematic saturation reached at six participants was statistically viable. Please note, for the purpose of discussion and analysis, references to interview responses will be indicated by double quotation marks (“) and citations will be coded in terms of the transcript notation. Interviewees, denoted as B and assigned a number in the transcripts, will be referenced as such, for example (B1). Where common terminology or themes are mentioned by numerous interviewees all will be referenced within the same parenthesis separated by a comma, or if consecutively inclusive, a hyphen; for example (B1, B4) or (B2-B5). Where terminology sourced from numerous different interviews is synthesised within the same sentence, each interviewee will be referenced for each instance, separated by a semi-colon; for example (B1; B2, B4; B3-B5). Such references will be located at the close of each sentence where responses are mentioned.

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4. Results and Discussion 4.1. Defining terminology In order to analyse data with an acknowledgement of consumer perception, the colloquial terms surrounding colour must first be defined. Lacking supporting literature, exploration in the quantifying of colloquial human perceptions of colour is limited, causing great ambiguity (Labrecque et al., 2013, p.187). Furthermore, the homonymy of some terms between colloquial reference and scientific definition adds complexity in unifying research from a quantitative source and the exploration of consumer perceptions. Therefore, prior to analysis, frameworks and quantifiable definitions must be established to ensure a degree of comparability across colour measurement and consumer perception. 4.1.1. Bright Already associated with children, the definition of the colloquial term ‘bright’ is rooted in childhood colour preference (Labrecque et al., 2013, p.197). Exploration of empirical studies surrounding colours associated with childhood indicated a strong preference for ‘brighter’ coloured packaging, those of higher saturation and value, in product selection by preschool age children (Marshall et al., 2006, p.620) This was further validated by a positive correlation between high ‘lightness’ and ‘chroma’ values and childhood colour preference (Jonauskaite et al., 2018, p.130). Echoed in interview responses, connotations to the highly saturated, high value colour samples included “bright”, “primary school”-like and “children’s colours”, validating that these colours both exemplify the colloquial definition of bright and conform to the literature (figure 81, appendix 7.2.2.) (B1, B3-B6; B3; B2). However, determining all bright colours proves more complex as interviewees also indicated a level of perceived brightness in the “pastel” colours, those of midrange saturation and value (figure 83, appendix 7.2.2.) (B4-B6). Additionally, those of 100% value and 50% saturation, were responded to as “bright to some extent”, and the “rich” colours, those of 100% saturation and 50% value, were deemed to hold the capability to “brighten up an outfit” in the context of the interview (figure 82, appendix 7.2.2.) (B5; B1, B2, B4, B6; B4). Therefore, for the purpose of this 30

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study, the definition of colloquially bright is inclusive of such statements and is quantified through the formula below, determined through combining literature with interview responses to create the most accurate framework for analysis (Labrecque et al., 2013, p.197).

4.1.2. Neutral The perceptual attributes forming the basis of measurement for this research (hue, saturation and value), are ‘independent only for the purposes of study’ (Holtzschue, 2017, p.13). Therefore, a consideration of hue in the defining of colloquial terms must be enforced. Hence, the aforementioned model was tested at regular hue intervals, 30°, to highlight anomalies (appendix 7.3.1.). A selection of chromatic colours, perceptually responded to as neutral, were misinterpreted as bright through this model. Neutral terminology denoting such colours revolves around ‘brown’ and ‘beige’; however, these are not hues (Holtzschue, 2017, p.74). Instead, these terms are colloquially defining ‘tertiary colours’, those with ‘no identifiable hue’ caused by the mixing of all three primary colours (Holtzschue, 2017, p.74). Despite the lack of dominant hue, in the vision process, the brain often assigns hues to tertiary colours, influenced by surrounding colours and learned associations (Doroz and Watson, 2011, p.26). Documented as commonly tilting towards ‘orange and red’, ‘brown’ will be defined as being of low value and high saturation. Hue values between 0° and 30°, the range perceived as red and orange, were tested with this framework at intervals of 10° and validated as appropriate (appendix 7.3.2.; table 2) (Holtzschue, 2017, p.75). ‘Beige’ takes form in perceptually lighter shades of greater value and low saturation, tilting towards yellower hues (Doroz and Watson, 2011, p.26). Determining these neutral hues to be between 30° and 60° appeared appropriate, until supporting text in the publications was consulted. The neutrality of the ‘dusty desert hues’ displayed in figure 18 is commented on by Smart, despite the 31

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measurements of the products being outside of the determined framework (2014, p.115). Therefore, the extension of the framework to include hue measurements of between 20° and 60° was deemed more appropriate (appendix 7.3.2.) (table 2).

Figure 18: ‘Urban Jungle’ editorial feature in the December 2014 edition of Vogue (Smart, 2014, p.115)

Table 2: The framework for quantifying neutral colours by HSV measurements

4.1.3. Other For the purpose of this study, chromatic colours neither classified as bright nor neutral, will be termed other.

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4.1.4. Achromatic Defined as being ‘without hue’, achromatic products are those considered ‘absolute blacks and whites’. (Holtzschue, 2017, p.75). However, in replicating the ‘total absence of light’ and the ‘perfect balance of RGB’, absolute black and white respectively, ‘subtractive colorants’, such as ink used in magazine printing, tend to include a ‘hidden hint of hue’ due to their ‘slight reflective power’ (Holtzschue, 2017, p.75). Emphasised further by the reflective glossy substrate of the publications and the uncontrollably warm lighting conditions during the measurement process, these achromatic products have been warped and a hue has been introduced, causing the clustering of data points at the extremities of the value axis (figure 19) (Doroz and Watson, 2011, p.38). Defining the unavoidable experimental error causing the mis-measurement of these achromatic colours by a numerical model is implausible, due to continuous variance due to the presence of natural lighting. Therefore, achromatic colours were noted at the time of measurement, deciphered by eye and aided by supporting text, to be analysed in terms of their achromatic properties (figures 20 and 21).

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Figure 19: Colour by market level (original image)

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Figure 20: ‘All White’ editorial in the June 2017 edition of Vogue (Demarchelier et al, 2017, p.105)

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Figure 21: ‘Red, black and white’ editorial in the March 2018 edition of Elle UK (Hunt, 2018, p.88)

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4.2. Colour in British women’s apparel in 2018 The colour palette of British women’s apparel in 2018 exhibits variation in all three perceptual attributes of colour across all market levels (figure 22).The high density of data in the area of high value and high saturation could be attributed to seasonal skew, as September 2018 was omitted from the study, and therefore the majority of the data collection is from spring/summer months. Xiong et al. document a greater degree of brightness and a greater number of hues in these months, in comparison to autumn/winter months (2016, p.4). However, as the omission is consistent across the market levels, due to complete ‘case deletion’ comparisons made between the market levels remain accurate and credible (Bergin, 2018, p.50). Due to the lack of experimental control surrounding the sample size of each market level, a constraint dictated by each publication’s editorial staff, a vast difference in product quantity across market levels is presented. Hence, to maintain an accurate level of comparability, in the following analysis the data is quantified in terms of a percentage of total product offering at that market level.

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Figure 22: Chromatic colour by market level (original image)

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4.2.1. Achromatic colour categories

Figure 23: Percentage of total products by achromatic colour category across market levels in 2018 (original image)

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4.2.1.1. Black The data, measured from two spring/summer months, March and June, and one autumn/winter month, December, should illustrate a white-preferential skew, applying the ‘seasonal rule’ (Xiong et al., 2017, p.210). However, a larger percentage of black products is evident across all market levels, disputing these findings (figure 23). The apparent popularity of black could be attributed to its unprecedented versatility. Influential designer and eponymous luxury brand owner, Christian Dior, highlighted the wearable qualities of the achromatic colour, famously stating that ‘you can wear black at any time. You can wear it at any age. You may wear it on almost any occasion’ (Sinclair, 2012, p.26). Evidential for the popularity amongst consumers across all market levels, interview respondents echoed this desire for versatility, considering garments to be of higher value if they were “more wearable” (B1, B2). As versatility is in great demand by consumers, this is reflected by brands and publications alike, meeting the needs of the consumer, justifying the great proportion of black products across all market levels. Deemed ‘suitable for business wear’, the achromatic colour is particularly attractive to women in employment, particularly those in corporate environments with business wear dress codes (Koh, 2018, p.270). A regular supplement in Elle UK, ‘Workwear’ highlights on-trend and desirable garments suitable for an office environment, indicating that the reader is a working woman, seeking out business wear, exhibiting this particular preference for black (figure 24) (Candy, 2012, p.109). Whilst this feature is not explicitly included in the 2018 issues under analysis due to editorial changes, the readership majority has been established as being working women. Justifying the high percentage of black products in middle market brands, Elle UK features a higher proportion of mass and middle market products, which, when coupled with an understanding of ‘price architecture’ and the awareness of higher price point associated with business wear, justifies the anomalously high proportion of black garments in this market level (Posner, 2015, p.46). This suggests that the use of black across market levels is neither exclusively associated with price and value, nor seasonal variation, but instead is indicative of successful consumer segmentation and targeting.

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Figure 24: A page of the ‘Workwear’ supplement in the December 2012 edition of Elle UK (Candy, 2012, p.109)

4.2.1.2. White Noting a strong positive correlation between the white percentage of product offering and value of market level, it could be assumed that white is indicative of value. However, supporting evidence from additional sources is lacking to verify this claim, which also disputes consumer opinion stated in interview. Considering “white” to “look a bit cheap”, potentially due to inconsistencies in the opacity of white fabric, interview respondents indicated the colour white to be a negatively impacting conscious factor in CVP of garments, directly opposing the above data (B6). Until further research is undertaken that can provide additional supporting evidence, the increase in the percentage of white products as market levels become more valuable is deemed inconclusive.

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4.2.2. Chromatic colour categories The vast difference in percentage of achromatic products across the market levels has resulted in a similar skew in chromatic colours (figure 25). Having explored and justified the seemingly anomalously high proportion of achromatic colours in the middle market level, the following analysis will consider the percentage of each chromatic colour category as a percentage of chromatic products, as opposed to the total product offering, ensuring the result of this skew does not continue to impact analysis (figure 26).

Figure 25: Percentage of total products by chromatic colour category across market levels in 2018 (Original image)

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Figure 26: Percentage of chromatic colours by category across market levels in 2018 (Original image)

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4.2.2.1. Neutral At comparable values of 33%, 27% and 31%, for mass, middle and luxury market levels respectively, there does not appear to be a trend or correlation present between neutral colour usage and market level (figure 26). In fact, the consistency in the percentage of neutrally coloured garments suggests that use of this colour category does not indicate value. With the category definition being rooted in ‘tertiary colours’, the inability to determine a ‘dominant hue’ could be the driving factor in the lack of impact on value (Holtzschue, 2017, p.74). 4.2.2.2. Other Forming the minority percentage of both mass and luxury market levels, it appears that in women’s apparel contrasting colours are appealing, from polar ends of the spectrum, with popularity in bright, neutral and achromatic colours exceeding that of the others. However, with 38% of all chromatic colours in the middle market level being classified as other, an additional dimension to the use of other colours by brands is introduced. Denim typically boasts indigo blue hues, and in its ripped, torn and distressed form, is indicative of a ‘counterculture statement’ stemming from rebellion ‘against consumerist values’ (figure 27) (Honigman, 2015, p.188). In the ‘new age of uncertainty’, the current socio-political climate is one of rebellion and unease; justifying the prevalence of distressed denim in women’s apparel across all market levels (Jeffries, 2016; Honigman, 2015, p.188). Of all market levels, denim garments were most commonly featured throughout the middle market level, explaining the high percentage of chromatic products to be classified as other in this market level. Corroborating the assumption made by Scully and Johnston and other trend forecasting and fashion history literature, with empirical evidence, this data suggests that the societal impacts on fashion are impacting colour use to a notable extent (2012, p.20).

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Figure 27: ‘The Blue Planet’ editorial in the September 2018 edition of Vogue (Lloyd-Evans and Sams, 2018, p.234)

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4.2.2.3. Bright Contrary to aforementioned academia, when considering only the proportion of chromatic colours, the luxury market level presents the highest percentage of brightly coloured products. Suggesting that the statement bright colours infer low value is simply not valid at this level of analysis, the data illustrates that the use of bright colours in British women’s apparel is not indicative of value. However, as the perceptual attributes of colour are ‘independent only for the purposes of study’, it is imperative for a comprehensive analysis that hue is considered in addition to saturation and value (figures 28-30) (Holtzschue, 2017, p.13). Across all market levels, the majority of colours appear to be clustered around low hue values, in warm reddish-orange tones. The classic aura of red hues has been noted across literature, both academic and commercial, with Elle UK considering red to be comparable in fashion with achromatic colours, suggesting the three colours are ‘fashion’s most conventional’ (Kastan, 2018, p.20; Hunt, 2018, p.88). Denoting red to be a classic colour in terms of fashion, it could be considered that the middle and luxury markets feature garments more daring in terms of colour, with the inclusion of cool-toned blue hues that fit the model for colloquial brightness, opposing classic expectations of bright colours. Therefore, in a sense, the more valuable market levels could be considered to be exhibiting a brighter use of colour than their less valuable counterpart, the mass market level.

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Figure 28: Hue of mass market garments in 2018 (original image)

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Figure 30: Hue of luxury market garments in 2018 (original image)

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4.2.3. Evaluating the hypothesis (H1) It appears that there are no apparent trends or correlation between bright colour, or any colour category, and market level or value, other than white, discredited due to contradiction by interview response (figure 31). The two most comparable categories are situated at the polar ends of the value spectrum, with the mass and luxury market levels having a mean difference of just 6% across colour categories. This suggests that the motivations behind colour use are not associated with price or value, but instead are the culmination of a number of factors, as suggested by the interview respondents, including “trend”, “market”, “product category” and occasion (B2; B2; B6; B6). Additionally, the material of the garment may also be an influencing factor, as the analysis of the other colour category began to explore, suggesting that trends in material preference and popularity may be impactful on colour use. Therefore, it can be concluded that, whilst colour use is subject to the influence of many external factors, an expectation of how the consumer will perceive the value of the product is not influencing designers’ colour choices within the women’s apparel market, suggesting that, in the current market, colour, in general, is not an indicator of value.

Figure 31: Percentage of colour category by market level in 2018 (original image)

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Particularly when considering bright colours, the data, and supporting evidence from the publications, validate hypothesis one. As illustrated in figure 32, Vogue, a luxury publication, is encouraging their readership to embrace bold colours, featuring a plethora of high priced, brightly coloured garments. Therefore, within this context, it can be established that the use of cheerful colours does not communicate connotations of low quality and value, indicating a lack of conformity to the common assumption, cheap and cheerful.

Figure 32: â&#x20AC;&#x2DC;Chasing Rainbowsâ&#x20AC;&#x2122; editorial in the September 2018 edition of Vogue (Lloyd-Evans and Sams, 2018, pp.232-233)

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4.3. Colour change in British women’s apparel Findings in the analysis of the use of colour in British women’s apparel in 2018, indicated a greater proportion of chromatic garments across all market levels than was expected in reference to the existing literature (Koh, 2018; Xiong et al., 2016; Xiong et al., 2017). This suggests an increase in the use of chromatic colours since the time of data collection in these academic studies as despite the recent publication dates, data was collected for the periods 2000-2010, 2013 and 20062015, respectively (Koh, 2018; Xiong et al., 2016; Xiong et al., 2017). Therefore, it is hypothesised that a decline in the conformity of colour use in British women’s apparel to the idiomatic phrase, cheap and cheerful, will be notable across the prior 10 years. 4.3.1. Implications of missing data The omission of data as a result of unavoidable methodological discrepancies has caused an unevenly distributed spread of data. Considered to be ‘missing completely at random’ (MCAR), this unavoidable absence in which the missing data follows ‘no particular pattern’ presents issues due to seasonal variation (Bergin, 2018, p.41, p.49; Xiong et al., 2017). However, interpreting missing data is a controversial topic and is the cause of extensive academic debate (Bergin, 2018, p.41). The standardised method is that of ‘case deletion’; however, as missing data impacts four of the ten years under analysis, this would result in the inability to map colour change over the time period (Bergin, 2018, p.50). An alternative method is that of imputation through ‘mean substitution’, relying on the estimation of the missing data through the calculation of the mean seasonal variance and adjustment (Bergin, 2018, p.50). The height of controversy, this falsifying of results has been both criticised and praised by researchers and academics alike and the appropriateness of such a method is yet to be determined (Bergin, 2018, p.50). The implications, particularly in this study, where great fluctuations are evident, could result in the invalidity of any findings, negating this chapter of study. Therefore, no imputation, adjustment or case deletion for missing data will be employed; instead, the data sets will only be considered and compared in terms of months to avoid any misinterpretation. 49

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4.3.2. Colour change of bright colours December 2014 has been removed from analysis as an anomaly was formed from a ‘statistically insignificant’ sample size in the mass market, due to editorial changes and product omissions as per the methodology (Chow, 2007, p.965) From initial consideration, colour change appears erratic and non-systematic across the previous 10 years (figures 33-36). At this level of analysis, Labrecque et al.’s claims of ‘bright colours’ being indicative of ‘low value’ certainly do not appear relevant in the British women’s apparel market, nor is the data indicative of a decline in the validity of the claim (2013, p.197). However, the drastic fluctuations introduce a level of complexity in deciphering the results, requiring contextualisation and further statistical testing. The correlation coefficients and plotted trendlines indicate long-term trends, illustrating generic colour change across the British women’s apparel market over the past 10 years (appendix 7.4.1.) (figures 37-40). When reviewing the trendline of each market level, it is apparent that the luxury market exhibits the greatest percentage of bright colours across June and December editions, March editions until 2017 and September until 2013. Exceeding the lower valued market levels in percentage of bright products for a significant proportion of the time under analysis, it is evident that the statement bright colours infer low value is not applicable to British women’s apparel and has not been applicable throughout the previous 10 years (Labrecque et al., 2013, p.197).

Figure 35: Percentage of products to be classified as bright by market level in September editions from 2009-2018 (original image)

Figure 33: Percentage of products to be classified as bright by market level in March editions from 2009-2018 (original image)

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Figure 36: Percentage of products to be classified as bright by market level in December editions from 2009-2018 (original image).

Figure 34: Percentage of products to be classified as bright by market level in June editions from 2009-2018 (original image)

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Figure 38: Trendlines of products to be classified as bright by market level in June editions from 2009-2018 (original image)

Figure 40: Trendlines of products to be classified as bright by market level in December editions from 2009-2018 (original image)

Figure 39: Trendlines of products to be classified as bright by market level in September editions from 2009-2018 (original image)

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Figure 37: Trendlines of products to be classified as bright by market level in March editions from 2009-2018 (original image)

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To assess the use of bright colours in women’s apparel and accurately document any trends of change, the hue of such colours must also be considered (figures 41-44). For the most part, hues appear concentrated around warm red-orange tones, clustered at the extremities of the hue degree scale. This appears independent of market level and relatively consistent by year, suggesting that the hue of these colloquially termed bright colours has not undergone significant change. An empirical testament to the commercially claimed ‘conventional’ colour, this preference was anticipated and, based on literature, expected to be constant across time (Hunt, 2018, p.88; Kastan, 2018). The less frequent presentation of cool-toned blue-green hues indicates a lack of popularity in these colours in the British women’s apparel market on a generic level. Furthermore, the feature of such cool-toned blue-green hues is not indicative of any market level specific behaviour nor any indication of value and appears to be more of a reflection of external trends and influences acting on the women’s apparel industry.

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Figure 41: Hue of products categorised as bright in March editions from 2009-2018 (original image)

Figure 42: Hue of products categorised as bright in June editions from 2009-2018 (original image)

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Figure 43: Hue of products categorised as bright in September editions from 2009-2018 (original image)

Figure 44: Hue of products categorised as bright in December editions from 2009-2018 (original image)

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4.3.2.1. The impact of external drivers Upon initial consideration, the fluctuations in colour use across market levels appear erratic, the most notable is the peak in percentage of products to be classified as bright across all market levels in March 2012 (figures 33-36). Supporting Scully and Johnston’s documentation of the influences of ‘societal shifts’ on colour change in fashion, this spike can be attributed to the zeitgeist of celebration and patriotism present at the time (figure 45) (2012, p.20). Due to a combination of the Queen’s Diamond Jubilee in February 2012, and the anticipation of the Olympic Games held in London in July 2012, patriotism in British culture was enhanced and commemorative products emerged in numerous industries (figure 46) (Hunt, 2012; Olympic, 2012). Resulting in a dramatic increase in the percentage of brightly coloured products across the spring/summer months of 2012, the extent of influence of external factors is evident in the empirical data. Additionally, exploration of the Queen’s style, synonymous with bright colours, in celebration of the Jubilee resulted in editorial features highlighting the work of the Queen’s designers, such as Stewart Parvin, whose own collections feature bright colours (figures 47-49). The focus on such designers’ work, whose associations with royalty add an element of luxuriousness to their collections, increasing the price, explains the greater percentage of bright colours evident in the luxury market level in March and June 2012.

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Figure 45: ‘Flag Up’ editorial in the June 2012 edition of Vogue (Fraser, 2012, pp.126-127)

Figure 46: ‘Royal Regalia’ editorial in the June 2012 edition of Vogue (Davidikova et al., 2012, p.67)

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Figure 47: ‘Ruling Class’ editorial in the June 2012 edition of Vogue (Beaton and Pithwa, 2012, p.97)

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Figure 48: ‘Ruling Class’ editorial in the June 2012 edition of Vogue (Beaton and Pithwa, 2012, p.100)

Figure 49: A selection of the Queen’s iconically colourful outfits (Algoo, 2018)

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4.3.3. The colourfulness of British womenâ&#x20AC;&#x2122;s apparel With no discerning trends of note apparent in the use of bright colours in the past 10 years, it is important to consider discrepancies in individual perception of bright colours. Therefore, change in the use of chromatic colours will be analysed to assess if the colourfulness of apparel is, or has been, indicative of price (figures 50-53). The decline in the mass market levelâ&#x20AC;&#x2122;s use of chromatic colours in all sampled months, other than March, indicates a reduction in the use of colour in lower value clothing. With correlation coefficients of -0.20, -0.55 and -0.50, respectively, this decrease can be considered significant, with strong negative correlation, in the autumn winter months, far stronger than that of the market levels of greater value (appendix 7.4.1.). However, despite in isolation statistically supporting the hypothesis by illustrating a dramatic decrease in coloured products in the market level of the lowest value, the lack of additional support from other market levels suggests this may instead by merely indicative of a greater vulnerability to seasonal variation (Xiong et al., 2017, p.210).

Figure 53: Percentage of products and trendlines for chromatic colours by market level in December editions from 2009-2018 (original image)

Figure 52: Percentage of products and trendlines for chromatic colours by market level in September editions from 2009-2018 (original image)

Figure 51: Percentage of products and trendlines for chromatic colours by market level in June editions from 2009-2018 (original image)

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Figure 50: Percentage of products and trendlines for chromatic colours by market level in March editions from 2009-2018 (original image)

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4.3.4. Evaluating the hypothesis (H2) The evidence presented in this study does not support a conformity to the assumption that bright colours infer low value across the women’s apparel industry. However, the impact of external drivers on colour use in women’s apparel is documented to be great and the empirical data from this study suggests that the declarations by Scully and Johnston and other trend forecasting and fashion history literature can be corroborated with quantitative analysis, instead of mere pictorial reference, as the literature has solely relied on in the past (2012; Cole and Deihl, 2015). Disproving hypothesis two, it can be stated with certainty that, at least across the past decade, from the perspective of the brands, women’s apparel has not conformed to the notion of cheap and cheerful, with luxury brands utilizing bright and cheerful colours throughout their collections often to a greater degree than mass market brands. Instead, colour appears driven mostly by external influences such as societal trends and celebrity culture. Perhaps of the greatest interest is that British women’s apparel in general is becoming less colourful, whilst the percentage of products to be classified as colloquially bright is increasing. This combines the growing popularity of achromatic items in this uncertain time and the desire for ‘feel-good clothes’ in ‘stepping back from the news cycle’ (Koh, 2018, p.270; Hunt, 2018, p.56). Therefore, this suggests that consumers are investing wisely in versatile achromatic products, but when wishing to purchase a chromatic product, are embracing positivity and cheerfulness, opting for bright colours. Thus, it can be determined that women’s apparel brands are not adopting a cheerful aesthetic for their garments to portray cheapness, but instead to embody escapism and relief from the turbulent political time, further enhancing the role of colour in fashion to be a reflection of external influences (figure 54).

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Figure 54: ‘Bring me sunshine’ editorial in December 2018 of Elle UK (Hunt, 2018, pp.56-57)

4.3.5. The impact of the media Literature surrounding status consumption suggests that those that consume luxury fashion are ‘knowledgeable about clothing’, educating themselves on brands that ‘confer status’ by responding to clothing worn by peers and consuming fashion media (Goldsmith et al., 2010, p.325). Indicated in the interview responses, media coverage elevates the presence of certain products or collections in the mind of the consumers, as two respondents discussed Burberry’s “pride collection” inferring it to be impactful and resonant (B2, B5). Referring to the Spring/Summer 2018 ‘rainbow collection’, which provided a great contrast to their usual brand identity, rooted in neutrals and heritage checks, the product selection was in support of the LGBTQ+ movement (figures 55 and 56, appendix 7.5.1.; figures 57 and 58) (Mower, 2018). The testament to the societal movement gained great amounts of positive press, enhancing the presence of the colourful garments in the consumers’ minds (Mower, 2018). With consumers sourcing their fashion education from magazines comprised of editorial features such as figure 54, and the increased coverage of brands supporting the LGBTQ+ pride movement, they 62

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are influenced to perceive that the use of such bold colours from luxury brands as innovative and novel (figures 59 and 60) (Goldsmith et al., 2010, p.325; Abraham, 2018). However, the data from this study suggests that these colours have been evident in luxury fashion over the past decade and this media coverage is falsely implying a greater presence of bright colours in the current British women’s apparel market.

Figure 55: Burberry rainbow puffer jacket, £1,450 (FarFetch, 2018)

Figure 57: Burberry cotton-gabardine trench coat, £1,450 (My Theresa, 2019)

Figure 56: Burberry rainbow turtleneck jumper, £650 (FarFetch, 2018)

Figure 58: Burberry vintage check cashmere scarf, £350 (Selfridges, 2019)

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Figure 59: ‘Rainbow motifs at Versace’s autumn/winter 2018 show’ (Abraham, 2018)

Figure 60: ‘Rainbow motifs at Marco de Vincenzo’s autumn/winter 2018 show’ (Abraham, 2018)

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4.4. Colour in consumer value perception (CVP) Colour, independent of context, is suggested to be indicative of value, and therefore, a key factor in CVP (Labrecque et al., 2013, p.197). When presented with collections of colour samples, interviewees determined the value of such colours in a manner that corroborated the claims of Labrecque et al., indicating bright colours to be associated with “children” leading to a unanimous awareness of the “low value” and “cheap” or “tacky” qualities inferred by such colours, conforming to the common coalescence of cheap and cheerful (B1-B5; B1; B2-B6; B4) (2013, p.197). However, when contextualised, this notion and ideology is not reflected in the product offering from women’s apparel brands; therefore, closer analysis of the role of colour in CVP is required to marry the two perspectives. 4.4.1. CVP of women’s apparel Documented to be a result of ‘partly subconsciously determined’ components, academia suggests that consumers are not entirely aware of their CVP process (Stępień, 2017, p.101). Therefore, for analysis in regard to the selected methodology, CVP can be simplified by segmentation into the conscious and subconscious processes. 4.4.1.1. Colour in the conscious process Prior to undertaking the image ordering task, no respondent indicated colour as a factor in determining value in women’s apparel. The responses, instead, revolved around Eastman et al.’s theorised ‘internal motives’, such as “quality” and emotional response and ‘external motivations’, such as perception by others, “brand” and social positioning (B1-B6; B1, B4; B2, B4; B1-B6; B2, B4) (2018, p.220, p.222). However, following the image ordering task, colour was recalled as a conscious factor in CVP in four of the six interviews (B2-B4, B6). Inferring learned associations of “white and pink”, with particular reference to blouse 2 (figure 61), a respondent expected with high probability that the “materials” would be “thin” and therefore “sheer”, resulting in an assumedly “cheap” appearance (B6). Whilst colour was referenced, it was not the perceptual attributes of colour 65

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measurement initiating this impact, instead an assumption based on the past experiences of the consumer. This suggests that this response was more indicative of a consumer ‘internally motivated by quality’, than any effect of colour in the CVP process (Eastman and Eastman, 2015, p.5). The reference of colour as an extension or manifestation of a different factor was reflected in two further responses. Highlighting the “boldly coloured print” of blouse 8, the product was denoted to be of a “fad trend”, suggesting a reluctance to pay a high price for a blouse that had limited “wear” due to a lack of “longevity” of the aesthetic appearance of the garment (B4) (figure 62). Echoed with a strong opinion of the appearance being “horribly in your face” and “tacky”, the emphasis was more focused on the “print”, which was enhanced by the colour, rather than a reflection of colour alone (B2). Only one respondent referred to colour not aided or enhanced by other influences as a factor in their CVP process; their view of blouses 3 and 11 replicated one surrounding longevity and price-per-wear, expressing their concern of the “limited amount of time” that the colours would “be in fashion” in women’s apparel (figures 63 and 64) (B3). Based on this analysis, it can be concluded that colour in the CVP process acts solely as an extension of the evaluation of expected price-per-wear of the garment.

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Figure 61: Blouse 2 (FarFetch, 2018)

Figure 62: Blouse 8 (Rixo, 2018)

Figure 63: Blouse 3 (Gucci, 2018)

Figure 64: Blouse 11 (Zara, 2018)

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4.4.1.2. Colour in the subconscious process Contrary to the analysis of the conscious process that suggested colour to be an extension of price-per-wear evaluation in CVP, black garments were not consistently assigned high value ranking, as would be expected, from Koh’s study (figure 65) (2017, p.270). Famously coined ‘the most essential color’ by artist Odilon Redon, through literature and industry, it is apparent that this claim transcends art, extending to additional industries, including women’s apparel where the black dress is deemed ‘an essential item’ in a women’s closet (Kastan, 2018, p.156, p.160). The essentiality of the colour may be contributing to its indistinguishable effect on CVP as, at any price and market level, it could be considered ‘essential’ (Kastan, 2018, p.160). In contrast, a high concentration of garments categorised as bright at the lower end of the value ranking suggests that the CVP of the sample group conforms to the notion of cheap and cheerful, suggesting that, from the consumers’ perspective, bright colours do infer low value (figure 65). Accurately exemplified in the results of interviewee 4’s participation, with the exception of black products due to the unanimous challenges presented in determining value through this colour, value was subconsciously assigned through grouping of the colour categories, with bright colours suggested to be of the least value. Whilst similarities are echoed in other respondents, none share the same extreme degree of segmentation, indicating an element of individuality and personal preference to be acting on the CVP process, as Stępień suggests (2017, p.100). When considered in terms of hue, interviewee 4’s results suggest a cool-tone preference when determining value. The products ranked as being perceived to have the highest value are of cool blue-green tones, whereas the warm red tones comprise the lower end of the scale. Indicating her “own personal perception” was influenced by a dislike to garments that didn’t “suit” her “style” or “tastes”, suggesting that her ordering was not indicative of bright colours inferring low value, but a manifestation of the respondent’s cool-tone preference (B4). However, there still remains a strong correlation between bright colours and low perceived value in interviewees who expressed a less intense colour preference, suggesting that, in this task, colour subconsciously acted as a factor in the CVP process. 68

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High value

Low value

Figure 65: Product ranking in terms of perceived value by interviewee (original image)

An awareness of the impact of the removal of or lack of access to factors which respondents had previously commented to be of importance in their individual CVP process must be acknowledged. For the purpose of the exercise, in order to evaluate value perception without any prior knowledge, the brand labels were removed. Respondents placed great emphasis on “branded” garments, accentuated by the dismay in response to the announcement of the task that the respondents “can’t tell the brand”, suggesting this to be the first point of evaluation in the CVP process (B5; B1). This highlights the power of the intangible aspects of the garments in value perception, perhaps indicating that, with no physical product or intangibility to the products, the participants were relying purely on visual attributes, of which colour was the most profound; hence the great deviation

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in perceived value from actual value (figure 66). Therefore, the subconscious implementation of colour as a factor in CVP that was not corroborated by participantsâ&#x20AC;&#x2122; conscious understanding of their process, can be concluded to be of impact when considering clothing in its functional and utilitarian purpose, the core product, but not when considering the total product (Levitt, 1980).

High value 2 3 2

3 3 2

3 3 2 Low value

if perception were equal to actual

2 2

number of respondents if greater than 1

Figure 66: Product ranking in terms of perceived value and actual value by product (original image)

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4.4.2. Perceiving value as status consumers The frequent acknowledgement of brands and social perception when regarding CVP in women’s apparel, establishes the sample group as status consumers; those who buy into more than merely ‘quality and functionality’, and instead purchase the ‘prestige conferred by the brand’ and the social status gained (Goldsmith et al., 2010, p.334). These externally sourced motivations have been explored across literature, assigned to three distinct antecedents; the ‘snob’, ‘bandwagon’ and ‘Veblen’ effects (Eastman and Eastman, 2015, p.1). Appraising Eastman and Eastman conceptual model of status consumption in terms of the CVP process of the sample group, it is apparent that, within this demographic segment, the bandwagon effect is the most prevalent (2015, p1). Denoting the consumption behaviour in which the desire for and ‘valuation’ of a garment increases when contemporaries are seen ‘consuming the same good’, this behaviour is amplified by the public consumption of fashion products (Eastman and Eastman, 2015, p.8). This desire to ‘fit in’ and communicate status appears to be the most influential in the CVP of women’s apparel products (Eastman and Eastman, 2015, pp.1011). Therefore, the reliance on visual attributes and aesthetic appraisal of fashion products is minimised, with the exception of visual symbolism that is indicative of a brand identity and consequently social status, resulting in the lack of conformity of women’s apparel products to the common assumption that bright colours infer low value, as the overriding factors capable of inferring value are brand and social perception (figures 67 and 68).

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Figure 67: Louis Vuitton printed leather mini skirt,

Figure 68: Gucci stretch viscose tunic dress, ÂŁ790,

ÂŁ2,870, featuring the iconic monogrammed logo (Louis Vuitton, 2019)

featuring the recognisable red and green ribbon (Gucci, 2019)

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4.4.3. Evaluating the hypothesis (H3) Considered to be uninfluential in the CVP process of women’s apparel by British consumers, the use of colour in women’s apparel is not indicative of intended perceived value nor, for the most part, is communicative of consumer expectations, with the exception of individual learned associations, validating hypothesis 3. Exempt from conformity to the ideology of cheap and cheerful, CVP of women’s apparel is focused greatly on products as status symbols, regarding many visual and aesthetic elements, when not directly associated with a brand, as entirely independent of the evaluation of value from the consumers’ perspective (Eastman et al., 2018, p.222). However, once colour had been introduced as the focal point of the study, interviewees seemed to be consciously aware that bright colours should be inferring low value. The respondents offered opinions that “higher value” brands were synonymous with “dark” and “subtle” colours; however, this assumption was not reflected in their conscious considerations prior to the introduction of colour (B1, B2, B4, B6). Suggesting a hyper-awareness of the assumption that bright colours infer low value, respondents appear to conform to society’s approach and expectations. However, through this discussion a great awareness of branding was still maintained, suggesting that first and foremost, products should be in keeping with “brand identities” (B4, B6). Therefore, it can be concluded that, so long as the products are being publicly consumed as status goods in which brand is paramount, Labrecque et al.’s claims are not applicable to the British women’s apparel industry (2013, p.197). Instead, inferred status acts as the primary motivator in the CVP process, rather than visible or tangible attributes.

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5. Conclusion Conclusively, women’s apparel appears exempt from the preconceived notion that bright colours infer low value, as suggested in academia (Labrecque et al., 2013, p.197). Deduced through an analysis of both brand output and consumer perception via a mixed-methodological approach, the comprehensive insight highlights the inability to conclude such generic statements regarding colour use and resulting consumer behaviour, as expected by Lucassen et al. (2010). Validating hypothesis one, from the perspective of the brand, the use of bright colours was not indicative of low value, discrediting Labrecque et al.’s claims within the women’s apparel industry (2013, p.197). Furthermore, this study found that the use of bright colours, or colour in general, was not symbolic of value at any point in time, disproving hypotheses two. In this regard, the proposal of hypothesis two and three was misled, as each assumed a validity to the claims to be evident at some point. As recent media documented brightly coloured luxury collections to ‘elevate colour’ use, this falsified an increased presence of bright colours in luxury fashion, thus leading to the assumption that such colours were once a rarity in the market level (Mower, 2018). Therefore, hypothesis three could be considered validated to an extent, in the fact that colour was found not to be a factor in the CVP process of women’s apparel, when reviewing the products in terms of Levitt’s total product concept (1980). However, the aspect of the hypothesis surrounding the phrase no longer could not be validated nor disproven as it was apparent that colour had never been indicative of value. Instead, colour was trumped by status indicators in the CVP process of women’s apparel. As a publicly consumed good, purchasing behaviour revolved around ‘status consumption’ and the ‘bandwagon’ desire to ‘fit in’ with peers and assert social identity and positioning (Eastman and Eastman, 2015, p.1, p.10). Therefore, from the perspective of the brand, decisions surrounding colour use either symbolise ‘brand identity’ or reflect of socio-political influences (Hennigs et al, 2015, p.923; Scully and Johnston, 2012). Definitively, this study finds the notion of cheap and cheerful to be inapplicable to colour use within the British women’s apparel industry and the CVP of such; however, it does not suggest the total invalidity of such a statement. Indications of the validity in the functional consumption of goods were present, suggesting 74

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that this inapplicability to women’s apparel is not industry specific, but instead dependent on associated consumption behaviour. Highlighting the importance of greater research into colour in the CVP process, this study only begins to delve into the complex field, specific to a refined industry, resulting in the encouragement of greater research into colour in the CVP process of other goods, subject to different consumption behaviours. 5.1. Limitations Defining colloquial terminology and determining market segmentation from existing literature and interview responses introduces a level of uncertainty. Nevertheless, these arbitrary frameworks provided constant and consistent approaches to analysis, aiding the discussion and representation of data. Furthermore, methodological limitations due to financial and geographic constraints caused a demographically restricted sample group, resulting in a narrowed focus in assessing CVP, despite providing great benefit in terms of comparability. 5.2. Recommendations for further study Further research, achieved through greater demographic variation in the sample group, will explore status consumption in the CVP process more comprehensively, with regard for the additional antecedents, ‘snob’ and ‘Veblen’ effects, aiding applicability for brands on a national or international level (Eastman and Eastman, 2015, p.6). Additionally, repetition of this study in different industries, would evaluate whether the role of colour in the CVP process alters by context and industry specifically, or indicates a more generic difference on the level of public and private consumption, of status and functional goods respectively.

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6. Reference Lists 6.1. Reference list Abraham, A. 2018. How the rainbow flag found its way onto the catwalk. [Online]. [Accessed 11 February 2019]. Available from: https://www.vogue.co.uk/ article/rainbow-flags-on-the-catwalk Beaton, C. and Pithwa, S. 2012. Ruling Class. Vogue. 97(6), pp.97-100 Beitin, B. K. 2012. Interview and sampling: How many and whom. In: Gubrium, J. F., Holstein, J. A., Marvasti, A. B. and McKinney, K. D. eds. The SAGE Handbook of Interview Research: The Complexity of the Craft. 2nd ed. Thousand Oaks: SAGE Publications Ltd., pp.243-254 Berger, J. and Ward, M. 2010. Subtle signals of inconspicuous consumption. Journal of Consumer Research. 37(4), pp.555-569 Bergin, T. 2018. An Introduction to Data Analysis: Quantitative, Qualitative and Mixed Method. London: SAGE Publications Ltd. Burberry. 2018. Rainbow collection puffer jacket. [Online]. [Accessed 20 February 2019]. Available from: https://cy.burberry.com/womens-quilts-puffers/ Candy, L. 2012. Workwear. Elle UK. 28(6), pp.72-74 Candy, L. 2012. Workwear. Elle UK. 28(12), pp.109-110 Chernov, V., Alander, J. and Bochko, V. 2015. Integer-based accurate conversion between RGB and HSV color spaces. Computers and Electrical Engineering. 46(1), pp. 328-337 Chow, S. L. 2007. Statistical significance. In: Salkind, N. eds. Encyclopedia of Measurement and Statistics. Thousand Oaks: SAGE Publications Ltd., pp.964-966 76

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Cole, D. J. and Deihl, N. 2015. The History of Modern Fashion. London: Laurence King Publishing Ltd. CondĂŠ Nast. 2018. United Kingdom Vogue Media Kit 2018. [Online]. [Accessed 17 October 2018]. Available from: http://www.condenastinternational.com/ media-kits-rate-cards/ Curtis, A-M. 2018. The Making of the September Issue. Elle UK. 34(9), pp.45-46 Davidikova, S., Lloyd-Evans, J. and Pithwa, S. 2012. Royal Regalia. Vogue. 97(6), p.67 Demarchelier, P., Duffy, B., Testino, M. and Olins, J. 2017. All White. Vogue. 102(6), p.105 Doroz, C. and Watson, J. R. 2011. Designing with Color: Concepts and Applications. London: Fairchild Books Eastman, J. K. and Eastman K. L. 2015. Conceptualizing a model of status consumption theory: An exploration of the antecedents and consequences of the motivation to consume for status. Marketing Management Journal. 25(1), pp.1-15 Eastman, J. K., Iyer, R., Shepherd, C. D., Heugel, A. and Faulk, D. 2018. Do they shop to stand out or fit in? The luxury fashion purchase intentions of young adults. Psychology & Marketing. 35(3), pp.220-236 Fraser, V. 2012. Flag Up. Vogue. 97(6), pp.126-127 Goldsmith, R. E., Flynn, L. R. and Kim, D. 2010. Status consumption and price sensitivity. Journal of Marketing Theory and Practice. 18(4), pp.323-338 Guarte, J. M. and Barrios, E. B. 2007. Estimation Under Purposive Sampling. Communications in Statistics â&#x20AC;&#x201C; Simulation and Computation. 35(2), pp.277-284 77

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Guest, G., Bunce, A. and Johnson, L. 2006. How many interviews are enough?: An experiment with data saturation and variability. Field Methods. 18(1), pp.59-82 Hearst. 2018. Elle. [Online]. [Accessed 8 December 2018]. Available from: https://www.hearst.com/magazines/elle Hennigs, N, Wiedmann K-P., Klarmann, C. and Behrens, S. 2015. The complexity of value in the luxury industry: From consumersâ&#x20AC;&#x2122; individual value perception to luxury consumption. International Journal of Retail & Distribution. 43(10), pp.922-939 Holtzschue, L. 2017. Understanding Color. An Introduction for Designers. 5th ed. Hoboken: John Wiley and Sons Honigman, A. F. 2015. Torn designer jeans against fast fashion. Critical Studies in Fashion & Beauty. 6(2), pp.187-205 Hunt, K. 2018. Bring Me Sunshine. Elle UK. 34(12), pp.56-58 Hunt, K. 2018. Loud and Proud. Elle UK. 34(3), pp.86-88 Hunt, P. 2012. Diamond Jubilee: Queen celebrating 60-year reign. BBC News. [Online]. 6 February. [Accessed 19 February 2019]. Available from: https://www. bbc.co.uk/news/uk-16896731 Jeffries, S. 2016. Welcome to the new age of uncertainty. The Guardian. [Online]. 6 July. [Accessed 19 February 2019]. Available from: https://www. theguardian.com/world/2016/jul/26/new-age-of-uncertainty-brexit-trump-futureworld-flux Jonauskite, D., Daell, N., ChĂ¨yre, L., Althaus, B., Tremeal, A., Charambides, L. and Mohrl, C. 2018. Pink for girls, red for boys, and blue for both genders: Colour preference in children and adults. Sex Roles. 79(3), pp.125-137 78

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Kastan, D. S. 2018. On color. New Haven: Yale University Press Kauppinen-Räisänen, H. and Luomala, H. T. 2010. Exploring consumers’ product-specific colour meanings. Qualitative marketing research. 13(3), pp.287-308 Koh, Y. 2018. The relationship between color black and economic trends in women’s fashion. Color Research and Application. 44(2), pp.264-271 Kuehni, R. G. and Schwarz, A. 2008. Colour Ordered: A survey of colour order systems from Antiquity to the present. Oxford: Oxford University Press Labrecque, L. I., Patrick, V. M. and Milne, G. R. 2013. The Marketers’ Prismatic Palette: A review of color research and future directions. Psychology of Marketing. 30(2), pp.187-202 Levitt, T. 1980. Marketing success through differentiation – of anything. Harvard Business Review. 58(1), pp.83-91 Lloyd-Evans, J. and Sams, M. 2018. Blue Planet. Vogue. 103(9), p.234 Lloyd-Evans, J. and Sams, M. 2018. Chasing Rainbows. Vogue. 103(9), pp.232-233 Lucassen, M. P., Gevers, T. and Gijsenij, A. 2010. Texture affects color emotion. Color Research and Application. 36(6), pp.426-436 Marshall, D., Stewart, M. and Bell, R. 2006. Examining the relationship between product package colour and product selection in preschoolers. Food Quality and Preference. 17(7), pp.615-621 Mikellides, B. 2017. Colour psychology: The emotional effects of colour perception. In: Best, J. ed. Colour Design: Theories and Applications. 2nd ed. Oxford: Elsevier Ltd. pp.193-214 79

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Mower, S. 2018. Burberry Fall 2018 Ready-to-Wear. [Online]. [Accessed 11 February 2019]. Available from: https://www.vogue.com/fashion-shows/fall2018-ready-to-wear/burberry-prorsum Olympic. 2012. London 2012. [Online]. [Accessed 19 February 2019]. [Available from: https://www.olympic.org/london-2012 Palmer, S. E. and Schloss, K. B. 2010. An ecological valence theory of human color preferences. Proceedings of the National Academy of Sciences. 9(8), pp.8877-8882 Posner, H. 2015. Marketing Fashion. 2nd ed. London: Laurence King Publishing Ltd. Rowlands, T., Waddell, N. and McKenna, B. 2015. Are we there yet? A technique to determine theoretical saturation. Journal of Computer Information Systems. 56(1), pp.40-47 Schloss, K. B., Nelson, R., Parker, L., Heck, I. A. and Palmer, S. E. 2017. Seasonal variations in color preference. Cognitive Science. 41(6), pp.1589-1612 Scully, K. and Johnston, D. 2012. Colour forecasting for fashion. London: Laurence King Publishing Ltd. Shaw, M., Sharma, G., Bala, R. and Dalal, E. N. 2003. Color printer characterization adjustment for different substrates. Color Research and Application. 28(6), pp.454-467 Sinclair, C. 2012. Vogue on Christian Dior. London: Quadrille Publishing Smart, N. 2014. Urban Jungle. Vogue. 99(12), p.115 Stępień, B. 2017. In search of apprehending customers’ value perception. International Journal of Management and Economics. 53(1), pp.99-117 80

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Taft, C. 1998. Colour meaning and context: Comparisons of semantic ratings of colors on samples and objects. Color Research and Application. 22(1), pp.40-50 Veblen, T. 1899. The theory of the leisure class. New York: Penguin Wilms, L. and Oberfled, D. 2017. Color and emotion: effects of hue, saturation, and brightness. Psychological Research. 82(5), pp.896-914 WGSN. 2018. Colour forecasting. [Online]. [Accessed 13 November 2018]. Available from: https://0-www-wgsn-com.wam.leeds.ac.uk/content/personalized/ reports?categories=25&markets=57&seasons=2431 Won, S. and Westland, S. 2016. Colour meaning and context. Color Research and Application. 42(4), pp.450-459 Woodside, A. G. 2012. Economic psychology and fashion marketing theory appraising Veblenâ&#x20AC;&#x2122;s theory of conspicuous consumption. Journal of Global Fashion Marketing. 3(2), pp.55-60 Xiong, Q., Jung, H. and Kitaguchi, S. 2016. Color feature of fast fashion brand outerwear on official online store. International Journal of Affective Engineering. 15(1), pp.1-9 Xiong, Q., Kitaguchi, S. and Sato, T. 2017. Color feature of luxury brand clothing, and its change in recent 10 years. International Journal of Affective Engineering. 16(3), pp.203-211 Yeo, A., Legard, R., Keegan, J., Ward, K., McNaughton-Nicholls, C. and Lewis, J. 2014. In-depth interviews. In: Ritchie, J., Lewis, J., McNaughton-Nicholls, C. and Ormston, R. 2014. Qualitative Research Practice. 2nd ed. London: Thousand Oaks: SAGE Publications Ltd., pp.177-201

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6.2. Figure list Figure 1:

Burberry. 2018. Rainbow collection puffer jacket. [Online].

[Accessed 20 February 2019]. Available from: https://cy.burberry. com/womens-quilts-puffers/

Figure 2:

Selfridges. 2018. Gucci panther face shell coat. [Online].

[Accessed 2 November 2018]. Available from: http://www.selfridges.com/GB/en/cat/gucci-panther-face-shell-coat_296-77035800-E COM528902Z783C/?previewAttribute=Multi

Figure 3:

Selfridges. 2018. Oscar De La Renta leaf-motif embellished stretch-wool gown. [Online]. [Accessed 2 November 2018]. Available from: http://www.selfridges.com/GB/en/cat/oscar-dela-renta-leaf-motif-embellished-stretch-wool-gown_238-300383318FE223DSW/?previewAttribute=Pink+w+black

Figure 4:

Selfridges. 2018. Mary Katrantzou Goya contrast stripes

silk-crepe shirt. [Online]. [Accessed 2 November 2018]. Available from: http://www.selfridges.com/GB/en/cat/mary-katrantzou-goyacontrast-stripes-silk-crepe-shirt_238-3002600-SS19LT052/?previewAttribute=Rainbow+stamp

Figure 5:

Selfridges. 2018. Silvia Tcherassi Giovanetti wide-leg high-rise velvet trousers. [Online]. [Accessed 2 November 2018]. Available from: http://www.selfridges.com/GB/en/cat/silvia-tcherassi-giovanetti-wide-leg-high-rise-velvet-trousers_238-3006032-0454551500 1R/?previewAttribute=Lime

Figure 6:

Chernov, V., Alander, J. and Bochko, V. 2015. Integer-based

accurate conversion between RGB and HSV color spaces.

Computers and Electrical Engineering. 46(1), pp. 328-337

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201009275 Original image adapted from: Posner, H. 2015. Marketing Fashion. 2nd ed. London: Laurence King Publishing Ltd.

Figure 8:

Xiong, Q., Kitaguchi, S. and Sato, T. 2017. Color feature of

luxury brand clothing, and its change in recent 10 years.

International Journal of Affective Engineering. 16(3), pp.203-211

Figure 9:

Xiong, Q., Kitaguchi, S. and Sato, T. 2017. Color feature of

luxury brand clothing, and its change in recent 10 years.

International Journal of Affective Engineering. 16(3), pp.203-211

Figure 10: Cole, D. J. and Deihl, N. 2015. The History of Modern Fashion. London: Laurence King Publishing Ltd. Figure 11:

Cole, D. J. and Deihl, N. 2015. The History of Modern Fashion. London: Laurence King Publishing Ltd.

Figure 12:

Cole, D. J. and Deihl, N. 2015. The History of Modern Fashion. London: Laurence King Publishing Ltd.

Figure 13: Beaton, C. and Pithwa, S. 2012. Ruling Class. Vogue. 97(6),

pp.97-100

Figure 14:

Candy, L. 2012. Workwear. Elle UK. 28(6), pp.73-74

Figure 15:

Original image

Figure 16:

Original image

Figure 17:

Original image adapted from: Posner, H. 2015. Marketing Fashion. 2nd ed. London: Laurence King Publishing Ltd.

Figure 18:

Smart, N. 2014. Urban Jungle. Vogue. 99(12), p.115

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Figure 19:

Original image

Figure 20:

Demarchelier, P., Duffy, B., Testino, M. and Olins, J. 2017. All White. Vogue. 102(6), p.105

Figure 21:

Hunt, K. 2018. Loud and Proud. Elle UK. 34(3), pp.86-88

Figure 22:

Original image

Figure 23:

Original image

Figure 24:

Candy, L. 2012. Workwear. Elle UK. 28(12), pp.109-110

Figure 25:

Original image

Figure 26:

Original image

Figure 27:

Lloyd-Evans, J. and Sams, M. 2018. Blue Planet. Vogue. 103(9),

p.234 Figure 28:

Original image

Figure 29:

Original image

Figure 30:

Original image

Figure 31:

Original image

Figure 32:

Lloyd-Evans, J. and Sams, M. 2018. Chasing Rainbows. Vogue. 103(9), pp.232-233

Figure 33:

Original image

Figure 34:

Original image 84

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Figure 35:

Original image

Figure 36:

Original image

Figure 37:

Original image

Figure 38:

Original image

Figure 39:

Original image

Figure 40:

Original image

Figure 41:

Original image

Figure 42:

Original image

Figure 43:

Original image

Figure 44:

Original image

Figure 45:

Fraser, V. 2012. Flag Up. Vogue. 97(6), pp.126-127

Figure 46: Davidikova, S., Lloyd-Evans, J. and Pithwa, S. 2012. Royal Regalia. Vogue. 97(6), p.67 Figure 47:

Beaton, C. and Pithwa, S. 2012. Ruling Class. Vogue. 97(6),

pp.97-100

Figure 48:

Beaton, C. and Pithwa, S. 2012. Ruling Class. Vogue. 97(6),

pp.97-100

DESN3660 Figure 49:

201009275 Algoo, J. 2018. Queen Elizabethâ&#x20AC;&#x2122;s regal rainbow style through the years. Harperâ&#x20AC;&#x2122;s Bazaar. [Online]. 26 November. [Accessed 12 January 2019]. Available from: https://www.harpersbazaar.com/ culture/features/g5584/queen-elizabeth-style/

Figure 50:

Original image

Figure 51:

Original image

Figure 52:

Original image

Figure 53:

Original image

Figure 54:

Hunt, K. 2018. Bring Me Sunshine. Elle UK. 34(12), pp.56-58

Figure 55:

FarFetch. 2018. Burberry rainbow puffer jacket. [Online]. [Accessed 27 January 2019]. Available from: https://www.farfetch. com/uk/shopping/men/burberry-rainbow-feather-down-puffer-jacket-item-13145032.aspx?storeid=10050&size=19&clickref=1011l62992A4&utm_source=laurenlyst&utm_medium=affiliate &utm_campaign=PHUK&utm_term=UKNetwork&pid=performancehorizon_int&c=laurenlyst&clickid=1011l62992A4&af_ siteid=1011l2075&af_sub_siteid=1011l274&af_cost_model=CPA&af_channel=affiliate&is_retargeting=true

DESN3660 Figure 56:

201009275 FarFetch. 2018. Burberry rainbow turtleneck jumper. [Online]. [Accessed 27 January 2019]. Available from: https://www.farfetch. com/uk/shopping/women/burberry-rainbow-turtleneck-jumper-item-13106717.aspx?storeid=9148&size=25&utm_source=google&utm_medium=cpc&pid=googleadwords_int&af_channel=Search&c=629762120&af_c_id=629762120&af_siteid=&af_ keywords=pla-331537899301&af_adset_id=9623621856&af_ ad_id=61200188616&is_retargeting=true&shopping=yes&gclid=EAIaIQobChMIvJv7psLW4AIVJjPTCh0-7AAVEAQYBSABEgIB6vD_BwE

Figure 57:

My Theresa. 2019. Burberry cotton-gabardine trench coat. [Online]. [Accessed 7 February 2019]. Available from: https://www.mytheresa.com/en-gb/burberry-cotton-gabardine-trench-coat-1141458.html?gclid=EAIaIQobChMIjZWBlcPW4AIVpDLTCh1KaAUUEAQYASABEgLB7_D_BwE&utm_ source=sea_pla&utm_medium=google&utm_campaign=google_ sea&ef_id=EAIaIQobChMIjZWBlcPW4AIVpDLTCh1KaAUUEAQYASABEgLB7_D_BwE:G:s

Figure 58:

Selfridges. 2019. Burberry vintage check cashmere scarf. [Online]. [Accessed 7 February 2019]. Available from: http://www.selfridges. com/GB/en/cat/burberry-vintage-check-cashmere-scarf_278-7201 9980-4073122/?previewAttribute=Antique+yellow

Figure 59:

Abraham, A. 2018. How the rainbow flag found its way onto the catwalk. [Online]. [Accessed 11 February 2019]. Available from: https://www.vogue.co.uk/article/rainbow-flags-on-the-catwalk

Figure 60:

Abraham, A. 2018. How the rainbow flag found its way onto the catwalk. [Online]. [Accessed 11 February 2019]. Available from: https://www.vogue.co.uk/article/rainbow-flags-on-the-catwalk

DESN3660 Figure 61:

201009275 FarFetch. 2018. ChloĂŠ tie neck blouse. [Online]. [Accessed 30 November 2018]. Available from: https://www.farfetch.com/ uk/shopping/women/chloe-tie-neck-blouse-item-13054746. aspx?storeid=9796&size=21&utm_source=google&utm_ medium=cpc&pid=googleadwords_int&af_channel=Search&c=629762120&af_c_id=629762120&af_siteid=&af_ keywords=aud-308563155522:pla-413546134302&af_adset_id=9623621856&af_ad_id=61200188616&is_retargeting=true&shopping=yes&gclid=EAIaIQobChMI6rLIk7WN3wIV5p3tCh3gTAcAEAkYDCABEgIhX_D_BwE

Figure 62:

Rixo. 2018. Moss pussy bow tiger print blouse. [Online].

[Accessed 30 November 2018]. Available from: https://www.rixo. co.uk/product/moss-red-tiger/

Figure 63:

Gucci. 2018. Silk satin shirt. [Online]. [Accessed 30

November 2018]. Available from: https://www.gucci.com/ uk/en_gb/pr/women/womens-ready-to-wear/tops-shirts/ silk-satin-shirt-p-443490ZHS185029?position=30&listName=ProductGrid&categoryPath=Women/Womens-Ready-to-Wear/ Tops-Shirts

Figure 64:

Zara. 2018. Satin blouse with tied bow detail. [Online]. [Accessed 30 November 2018]. Available from: https://www.zara.com/uk/en/ woman-shirts-blouses-l1221.html

Figure 65:

Original image

Figure 66:

Original image

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Figure 67:

Louis Vuitton. 2019. Monogram printed leather mini skirt.

[Online]. [Accessed 20 February 2019]. Available from: https://uk.louisvuitton.com/eng-gb/products/monogram-printed-leather-mini-skirt-nvprod1140054v?campaign=sem_ GG-UK-ENG-EC-SHOP-OTHE&gclid=EAIaIQobChMIz4CikKPK4AIVz7vtCh29UAPVEAQYASABEgK4rPD_BwE#1A4Z14

Figure 68:

Gucci. 2019. Stretch viscose tunic dress with web. [Online].

[Accessed 20 February 2019]. Available from: https://www.gucci. com/uk/en_gb/pr/women/womens-ready-to-wear/tops-shirts/womens-tops/stretch-viscose-tunic-dress-with-web-p-528977ZKR019 992?position=26&listName=ProductGrid&categoryPath=Women/ Womens-Ready-to-Wear/Womens-Dresses

Figure 69:

Givenchy. 2018. Long sleeves shirt with pleated scarf in silk.

[Online]. [Accessed 30 November 2018]. Available from: https:// www.givenchy.com/gb/en/long-sleeves-shirt-with-pleated-scarf-insilk/BW60EK10JX-001.html?cgid=TOP_W#sz=38&start=1&InfScr oll=true

Figure 70:

FarFetch. 2018. ChloÃ© tie neck blouse. [Online]. [Accessed 30 November 2018]. Available from: https://www.farfetch.com/ uk/shopping/women/chloe-tie-neck-blouse-item-13054746. aspx?storeid=9796&size=21&utm_source=google&utm_ medium=cpc&pid=googleadwords_int&af_channel=Search&c=629762120&af_c_id=629762120&af_siteid=&af_ keywords=aud-308563155522:pla-413546134302&af_adset_id=9623621856&af_ad_id=61200188616&is_retargeting=true&shopping=yes&gclid=EAIaIQobChMI6rLIk7WN3wIV5p3tCh3gTAcAEAkYDCABEgIhX_D_BwE

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201009275

Figure 71:

Gucci. 2018. Silk satin shirt. [Online]. [Accessed 30

Figure 72:

Matches Fashion. 2018. Roksanda Mila pussy bow striped silk blouse. [Online]. [Accessed 30 November 2018]. Available from: https://www.matchesfashion.com/products/1215919?qxjkl=tsid:30065|cgn:0RpXOIXA500&c3ch=LinkShare&c3nid=0RpXOIXA500&utm_source=linkshare&utm_medium=affiliation&utm_campaign=uk&utm_content=0RpXOIXA500&rffrid=aff. linkshare.2132980.35725

Figure 73:

FarFetch. 2018. Temperley London Betty pussy bow blouse. [Online]. [Accessed 30 November 2018]. Available from: https:// www.farfetch.com/uk/shopping/women/temperley-london-bettypussy-bow-blouse-item-13424207.aspx?storeid=0&size=20&clickref=1011l62K9EEI&utm_source=laurenlyst&utm_medium=affiliate&utm_campaign=PHUK&utm_term=UKNetwork&pid=performancehorizon_int&c=laurenlyst&clickid=1011l62K9EEI&af_siteid=1011l2075&af_sub_siteid=1011l274&af_cost_model=CPA&af_channel=affiliate&is_retargeting=true

Figure 74:

Selfridges. 2018. Ted Baker Marther pussy bow silk-neck top.

[Online]. [Accessed 30 November 2018]. Available from: http:// www.selfridges.com/GB/en/cat/ted-baker-marther-pussy-bowneck-silk-top_870-10003-149455/ Figure 75:

Selfridges. 2018. Theory weekender neck-tie silk shirt. [Online]. [Accessed 30 November 2018]. Available from: http://www.selfridges.com/GB/en/cat/theory-weekender-neck-tie-silk-shirt_187-20 01525-I0702504/?previewAttribute=Cosmic+blue 90

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201009275

Figure 76:

Rixo. 2018. Moss pussy bow tiger print blouse. [Online].

[Accessed 30 November 2018]. Available from: https://www.rixo. co.uk/product/moss-red-tiger/

Figure 77: H&M. 2018. Tie detail satin blouse. [Online]. [Accessed 30

November 2018]. Available from: https://www2.hm.com/en_gb/ productpage.0668116001.html?gclid=EAIaIQobChMInIGC2a6N3wIVxvZRCh29UgKEEAQYCSABEgJAN_D_BwE&ef_id=EAIaIQobChMInIGC2a6N3wIVxvZRCh29UgKEEAQYCSABEgJAN_D_ BwE:G:s&s_kwcid=AL!850!3!316451589572!!!g!582574351408!

Figure 78:

Topshop. 2018. Pussybow blouse. [Online]. [Accessed 30 November 2018]. Available from: https://www.topshop.com/ en/tsuk/product/clothing-427/shirts-blouses-4650801/pussybow-blouse-8253817?dual_run=monty&

Figure 79:

Zara. 2018. Satin blouse with tied bow detail. [Online]. [Accessed 30 November 2018]. Available from: https://www.zara.com/uk/en/ woman-shirts-blouses-l1221.html

Figure 80:

Warehouse. 2018. Stripe tie neck blouse. [Online]. [Accessed 30 November 2018]. Available from: https://www.warehouse.co.uk/gb/ sale/tops/stripe-tie-neck-blouse/032792.html?gclid=EAIaIQobChMI64XDtbmN3wIV14jVCh0kxQG3EAQYAiABEgJ9zvD_BwE&dwvar_032792_color=99

Figure 81:

Original image

Figure 82:

Original image

Figure 83:

Original image

Figure 84:

Original image

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201009275

Figure 85:

Comprised of figures 69-80

Figure 86:

Comprised of figures 69-80

Figure 87:

Comprised of figures 69-80

Figure 88:

Comprised of figures 69-80

Figure 89:

Comprised of figures 69-80

Figure 90:

Comprised of figures 69-80

Figure 91:

Original image

Figure 92:

Original image

Figure 93:

Original image

Figure 94:

Original image

Figure 95:

Original image

Figure 96:

Original image

Figure 97:

Original image

Figure 98:

Original image

Figure 99:

Original image

Figure 100: Original image Figure 101: Original image

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201009275

Figure 102: Original image Figure 103: Original image Figure 104: Original image Figure 105: Original image Figure 106: Original image Figure 107: Original image Figure 108: Original image Figure 109: Original image Figure 110: Original image Figure 111: Original image Figure 112: FarFetch. 2018. Burberry rainbow stripe faux fur cape coat.

[Online]. [Accessed 22 February 2019]. Available from: https:// www.farfetch.com/uk/shopping/women/burberry-rainbow-stripefaux-fur-cape-coat-item-13106768.aspx

Figure 113: FarFetch. 2018. Burberry rainbow vintage check poncho. [Online]. [Accessed 22 February 2019]. Available from: https://www.farfetch. com/za/shopping/women/burberry-rainbow-vintage-check-poncho-item-13282545.aspx Figure 114: FarFetch. 2018. Burberry rainbow striped sweater. [Online].

[Accessed 22 February 2019]. Available from: https://www.farfetch.com/za/shopping/women/burberry- rainbow-striped-sweateritem-13337754.aspx 93

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7. Appendices 7.1. Recording colour measurements 7.1.1. Raw data table Table 3: HSV colour measurements by date

Year

Month

Product Type

Brand

2009 March

Dress

Andrew GN

2009 March

Dress

APC

2009 March

Dress

ASOS

2009 March

Dress

Basso & Brooke

2009 March

Dress

Chanel

2009 March

Dress

Christopher Kane

2009 March

Dress

Duro Olowu

2009 March

Dress

Giambattista Valli

2009 March

Dress

Isabel Marant

2009 March

Dress

Opening Ceremony

2009 March

Dress

Oscar de la Renta

2009 March

Dress

Miu Miu

2009 March

Dress

Prada

2009 March

Dress

2009 March

Dress

2009 March 2009 March

Price (£)

H (°)

S (%)

V (%)

£9,005.00

12%

84%

£190.00

275

26%

18%

£60.00

35%

86%

£689.00

12%

77%

£6,790.00

82%

£2,768.00

10%

£331.00

85%

£3,460.00

24%

84%

£420.00

15%

12%

£155.00

246

45%

34%

£4,100.00

75%

£1,160.00

32%

23%

£1,145.00

29%

16%

Tina Kalivas

£875.00

321

13%

TSE

£295.00

281

35%

25%

Dress

Whistles

£130.00

353

54%

25%

Jeans

J Brand

£178.00

246

31%

28%

2009 March

Jeans

Paige

£154.00

214

13%

70%

2009 March

Jeans

Sass & Bide

£190.00

206

11%

70%

2009 March

Jumpsuit

Gerard Darel

£350.00

25%

70%

2009 March

Jumpsuit

Paul & Joe

£389.00

82%

2009 March

Jumpsuit

Stella McCartney

£345.00

11%

24%

2009 March

Knitwear

Opening Ceremony

£195.00

235

40%

23%

2009 March

Knitwear

Topshop

£28.00

53%

2009 March

Outerwear Alexander Wang

£420.00

186

20%

73%

2009 March

Outerwear APC

£190.00

32%

84%

2009 March

Outerwear Belstaff

£430.00

11%

52%

2009 March

Outerwear Boudicca

£1,188.00

23%

14%

2009 March

Outerwear Brooks Brothers

£1,100.00

345

32%

80%

2009 March

Outerwear Chanel

£2,260.00

20%

11%

2009 March

Outerwear Chloé

£1,356.00

48%

83%

2009 March

Outerwear Dolce & Gabbana

£795.00

76%

48%

2009 March

Outerwear Escada

£2,360.00

86%

67%

2009 March

Outerwear Hermès

£4,840.00

58%

72%

2009 March

Outerwear Jasmine Di Milo

£420.00

291

18%

19%

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2009 March

Outerwear Jigsaw

£225.00

18%

11%

2009 March

Outerwear Lanvin

£2,605.00

35%

66%

2009 March

Outerwear Meadham Kirchoff

£2,000.00

10%

18%

2009 March

Outerwear Miss Selfridge

£90.00

144

77%

32%

2009 March

Outerwear Moschino

£820.00

41%

21%

2009 March

Outerwear Mulberry

£995.00

339

47%

2009 March

Outerwear Next

£45.00

18%

50%

2009 March

Outerwear Rag & Bone

£355.00

241

23%

53%

2009 March

Outerwear Richard Nicoll

£1,200.00

14%

71%

2009 March

Outerwear Roberto Cavalli

£1,915.00

353

86%

2009 March

Outerwear Sinha-Stanic

£376.00

349

46%

87%

2009 March

Outerwear Sykes

£1,190.00

85%

2009 March

Outerwear Twenty8Twelve

£150.00

224

51%

17%

2009 March

Shorts

Alexander Wang

£220.00

186

20%

73%

2009 March

Skirt

APC

£130.00

86%

61%

2009 March

Skirt

Celine

£1,500.00

237

46%

30%

2009 March

Skirt

D&G

£2,210.00

60%

83%

2009 March

Skirt

Miu Miu

£640.00

76%

71%

2009 March

Top

Alberta Ferretti

£2,047.00

47%

29%

2009 March

Top

American Vintage

£50.00

13%

60%

2009 March

Top

Celine

£570.00

237

43%

55%

2009 March

Top

Emporio Armani Red

£179.00

90%

2009 March

Top

GAP

£29.50

96%

2009 March

Top

Joseph

£110.00

52%

66%

2009 March

Top

Joseph

£140.00

81%

2009 March

Top

Lauren

2009 March

Top

Paul Smith

2009 March

Top

2009 March

Trousers

2009 March

Trousers

2009 March

Trousers

2009 March

Trousers

Gucci

2009 March

Trousers

Gucci

2009 March

Trousers

Michael Kors

2009 March

Trousers

Prada

2009 March

Trousers

Preen

2009 March

Trousers

Sinha-Stanic

2009 March

Trousers

2009 March

Trousers

2009 March 2009 March

£89.00

96%

£195.00

86%

Rick Owens

£1,050.00

354

31%

19%

Balmain

£2,270.00

48%

44%

Dolce & Gabbana

£910.00

258

36%

34%

Dries Van Noten

£368.00

26%

66%

£1,360.00

27%

68%

£400.00

200

19%

72%

£1,365.00

28%

41%

£495.00

86%

£1,296.00

18%

47%

£247.00

57%

64%

Sinha-Stanic

£194.00

138

73%

28%

Temperley

£395.00

91%

Trousers

Vivienne Westwood

£265.00

212

28%

51%

Trousers

Yves Saint Laurent

£985.00

14%

70%

2009 June

Dress

Alexander McQueen

£505.00

53%

76%

2009 June

Dress

Armand Basi One

£288.00

40%

72%

2009 June

Dress

Bruuns Bazaar

£199.00

12%

78%

2009 June

Dress

DKNY

£210.00

75%

77%

2009 June

Dress

French Connection

£250.00

71%

86%

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2009 June

Dress

Gucci

£201.00

25%

13%

2009 June

Dress

Jaeger

£350.00

359

79%

2009 June

Dress

Jigsaw

£169.00

286

48%

25%

2009 June

Dress

Joseph

£225.00

287

24%

68%

2009 June

Dress

Melissa Odabash

£185.00

90%

2009 June

Dress

Opening Ceremony

£305.00

223

62%

46%

2009 June

Dress

Oscar de la Renta

£1,940.00

235

36%

31%

2009 June

Dress

Pinko

£270.00

341

25%

10%

2009 June

Dress

Reiss

£169.00

15%

73%

2009 June

Dress

Rick Owens

£135.00

60%

70%

2009 June

Dress

River Island

£50.00

331

57%

36%

2009 June

Dress

Sisley

£59.90

348

20%

24%

2009 June

Dress

Topshop

£22.00

88%

2009 June

Dress

Warehouse

£45.00

11%

86%

2009 June

Dress

Warehouse

£30.00

337

52%

26%

2009 June

Jeans

7 For All Mankind

£179.00

228

53%

50%

2009 June

Jeans

Closed

£135.00

240

21%

22%

2009 June

Jeans

Mango

£42.00

21%

18%

2009 June

Knitwear

ASOS

£28.00

359

41%

14%

2009 June

Knitwear

Rokit

£25.00

50%

67%

2009 June

Knitwear

French Connection

£95.00

356

68%

44%

2009 June

Outerwear D&G

£310.00

77%

2009 June

Outerwear Daks

£495.00

266

28%

35%

2009 June

Outerwear Day Birger et Mikkelsen

£350.00

13%

79%

2009 June

Outerwear Day Birger et Mikkelsen

2009 June

Outerwear Hermès

2009 June 2009 June

£134.00

50%

68%

£2,760.00

37%

74%

Outerwear Hugo Boss

£329.00

262

15%

Outerwear Jigsaw

£225.00

358

10%

14%

2009 June

Outerwear John Richmond

£705.00

307

10%

14%

2009 June

Outerwear Karen Millen

£120.00

36%

40%

2009 June

Outerwear Next

2009 June

Outerwear Nina Ricci

2009 June

Outerwear Rue du Mail

2009 June

Outerwear Topshop

2009 June

Outerwear Topshop

2009 June

Outerwear Warehouse

2009 June

Shorts

Day Birger et Mikkelsen

2009 June

Shorts

Goldsign

2009 June

Shorts

Graham & Spencer

2009 June

Shorts

Guess

2009 June

Shorts

Michael Kors

2009 June

Shorts

Mother of Pearl

2009 June

Shorts

Urban Outfitters

2009 June

Shorts

Vans

2009 June

Shorts

2009 June

Skirt

£30.00

76%

£5,770.00

357

29%

14%

£725.00

304

87%

£38.00

66%

£75.00

307

33%

23%

£140.00

32%

£81.00

18%

79%

£259.00

220

35%

25%

£185.00

28%

27%

£62.50

288

21%

16%

£300.00

60%

67%

£90.00

84%

73%

£40.00

56%

65%

£30.00

324

51%

Warehouse

£30.00

325

25%

19%

H&M

£19.99

19%

73%

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2009 June

Skirt

River Island

£29.99

213

62%

2009 June

Top

Cos

£29.00

99%

2009 June

Top

French Connection

£50.00

87%

2009 June

Top

Jean-Pierre Braganza

£300.00

263

17%

2009 June

Top

Jigsaw

£89.00

84%

2009 June

Top

Le Mont St Michel

£110.00

96%

2009 June

Top

Paul Smith

£349.00

16%

73%

2009 June

Top

Petit Bateau

2009 June

Top

Rebecca London

2009 June

Top

2009 June

Top

2009 June

Top

2009 June

Trousers

2009 June 2009 June

£12.00

348

88%

£115.00

261

18%

26%

Toast

£85.00

217

40%

33%

Topshop

£32.00

40%

18%

Vanessa Bruno

£480.00

45%

13%

D&G

£135.00

18%

14%

Trousers

H&M

£14.99

29%

64%

Trousers

Jigsaw

£79.00

12%

88%

2009 June

Trousers

Nümph

£60.00

185

70%

2009 June

Trousers

Toast

£49.00

28%

17%

2009 September Removed from analysis due to a deficient collection at The British Library 2009 December Dress

Antik Batik

£295.00

36%

27%

2009 December Dress

Anya Hindmarch

£257.00

69%

79%

2009 December Dress

ASOS

£100.00

58%

61%

2009 December Dress

Azzedine Alaia

£2,945.00

345

68%

69%

2009 December Dress

Banana Republic

£85.00

35%

15%

2009 December Dress

Carin Wester

£415.00

339

28%

13%

2009 December Dress

Cos

£65.00

340

15%

17%

2009 December Dress

Dior

£4,640.00

14%

71%

2009 December Dress

Heidi Klein

£280.00

14%

75%

2009 December Dress

Kirsty Doyle

£395.00

36%

12%

2009 December Dress

Marks & Spencer

£55.00

51%

69%

2009 December Dress

Melissa Odabash

£465.00

81%

2009 December Dress

Nakkna

£270.00

33%

12%

2009 December Dress

Oasis

2009 December Dress

Omela

2009 December Dress 2009 December Dress 2009 December Dress

Soler

2009 December Dress

Sophia Kokosalaki

2009 December Dress 2009 December Dress

£75.00

18%

17%

£1,495.00

359

17%

13%

Reiss

£169.00

30%

73%

Sisley

£59.90

37%

12%

£160.00

10%

81%

£3,088.00

359

35%

15%

Willo

£530.00

202

46%

34%

Yeojin Bae

£350.00

171

43%

52%

2009 December Jeans

7 For All Mankind

£155.00

28%

2009 December Jeans

J Brand

£195.00

20%

18%

2009 December Knitwear

Chinti & Parker

£190.00

31%

33%

2009 December Knitwear

Marks & Spencer

£35.50

33%

89%

2009 December Outerwear 7 For All Mankind

£215.00

245

40%

36%

2009 December Outerwear Alexander Wang

£810.00

29%

20%

2009 December Outerwear Day Birger et Mikkelsen

£209.00

23%

19%

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2009 December Outerwear Derek Lam

£945.00

33%

16%

2009 December Outerwear Dries Van Noten

£505.00

36%

17%

2009 December Outerwear Gerard Darel

£390.00

26%

16%

2009 December Outerwear Isabel Marant

£1,010.00

23%

21%

2009 December Outerwear Marc Cain

£565.00

59%

34%

2009 December Outerwear Marc O’Polo

£229.00

20%

36%

2009 December Outerwear Moncler

£635.00

348

20%

14%

2009 December Outerwear Oasis

£55.00

43%

10%

2009 December Outerwear Paul & Joe

£465.00

13%

19%

2009 December Outerwear Paul & Joe Sister

£270.00

45%

12%

2009 December Outerwear Peak Performance

£750.00

16%

74%

2009 December Outerwear Quiksilver

£60.00

28%

16%

£1,390.00

22%

60%

2009 December Outerwear Tommy Hilfiger

£649.00

18%

11%

2009 December Outerwear Tommy Hilfiger

£405.00

49%

70%

2009 December Outerwear Vanessa Bruno

£630.00

36%

17%

2009 December Outerwear Vivienne Westwood Red

£394.00

347

18%

15%

2009 December Outerwear Warehouse

£55.00

25%

11%

2009 December Outerwear Zara

£70.00

35%

15%

2009 December Shorts

Cos

£49.00

50%

2009 December Shorts

Cos

£49.00

357

25%

26%

2009 December Shorts

Topshop

£40.00

35%

13%

2009 December Shorts

Topshop

£35.00

44%

15%

2009 December Skirt

Clements Ribeiro

£647.00

336

57%

29%

2009 December Skirt

H&M

£24.99

29%

11%

2009 December Skirt

Isabel Marant

£224.00

56%

84%

2009 December Skirt

M Missoni

£175.00

34%

65%

2009 December Skirt

Sand

£259.00

32%

14%

2009 December Skirt

Vince

£475.00

25%

11%

2009 December Skirt

Yeojin Bae

£405.00

284

40%

34%

£219.00

35%

76%

2009 December Outerwear Richard Nicoll

2009 December Sweatshirt Banjo & Matilda 2009 December Top

American Apparel

£47.00

65%

2009 December Top

Bassike

£85.00

19%

61%

2009 December Top

Cos

2009 December Top

Gerard Darel

2009 December Top 2009 December Top 2009 December Top

Jeannie McQueeny

2009 December Top

Karen Millen

2009 December Top

Paul & Joe

2009 December Top

Sisley

2009 December Top

Todd Lynn

2009 December Top

Tommy Hilfiger

2009 December Trousers

American Apparel

2009 December Trousers

Ashish

2009 December Trousers

DKNY

£180.00

£49.00

90%

£105.00

45%

15%

H&M

£24.99

17%

60%

Isabel Marant

£90.00

26%

48%

£450.00

83%

75%

£99.00

32%

13%

£225.00

85%

£39.90

18%

14%

£3,995.00

29%

16%

£130.00

13%

16%

£32.00

23%

51%

£600.00

58%

55%

36%

12%

DESN3660

Year

201009275

Month

Product Type

Brand

2009 December Trousers

Dorothy Perkins

2009 December Trousers 2009 December Trousers

Price (£)

H (°)

S (%)

V (%)

£18.00

26%

12%

Goldsign

£192.00

18%

66%

Marc Cain

£775.00

17%

2009 December Trousers

Omela

£510.00

33%

22%

2009 December Trousers

Rag & Bone

£245.00

28%

20%

2009 December Trousers

Ralph Lauren Blue Label

2009 December Trousers

Richard Nicoll

2009 December Trousers

Whistles

2010 March

Dress

7 For All Mankind

2010 March

Dress

Acne Studios

2010 March

Dress

Acne Studios

2010 March

Dress

American Apparel

2010 March

Dress

VW Anglomania

2010 March

Dress

Christopher Kane

2010 March

Dress

Pam Hogg

2010 March

Dress

Sand

2010 March

Jeans

Cimarron

2010 March

Jeans

2010 March

Jeans

Replay

2010 March

Jumpsuit

Amanda Wakeley

2010 March

Jumpsuit

Paul & Joe

2010 March

Knitwear

2010 March

Knitwear

2010 March

Knitwear

2010 March

Outerwear 3.1 Phillip Lim

2010 March 2010 March

£215.00

88%

61%

£1,030.00

22%

60%

£95.00

274

18%

23%

£165.00

217

29%

42%

£125.00

15%

51%

£125.00

15%

51%

£38.00

348

86%

82%

£215.00

45%

92%

£990.00

91%

72%

£480.00

12%

72%

£199.00

90%

£45.00

51%

29%

£28.00

272

56%

£120.00

18%

15%

£625.00

46%

64%

£150.00

16%

74%

Ballantyne

£275.00

11%

25%

Brora

£169.00

40%

78%

Loft

£155.00

25%

11%

£970.00

39%

20%

Outerwear Barlow

£70.00

22%

78%

Outerwear Chloé

£918.00

67%

63%

2010 March

Outerwear Clare Tough

£535.00

10%

81%

2010 March

Outerwear D&G

£805.00

84%

58%

2010 March

Outerwear Ermanno Scervino

£540.00

25%

79%

2010 March

Outerwear GAP

£49.50

51%

63%

2010 March

Outerwear Graham & Spencer

£585.00

31%

12%

2010 March

Outerwear Jaeger

£250.00

23%

19%

2010 March

Outerwear Joseph

£375.00

26%

2010 March

Outerwear Kenzo

£855.00

19%

60%

2010 March

Outerwear Killah

£75.00

359

15%

11%

2010 March

Outerwear Killah

£75.00

359

15%

11%

2010 March

Outerwear Mango

£59.00

11%

93%

2010 March

Outerwear Moncler

£410.00

82%

75%

2010 March

Outerwear Moncler

£410.00

82%

75%

2010 March

Outerwear Next

£45.00

27%

59%

2010 March

Outerwear Next

£28.00

86%

75%

2010 March

Outerwear Replay

£150.00

62%

73%

2010 March

Outerwear Sportmax

£590.00

20%

69%

2010 March

Outerwear Tucker

£225.00

29%

71%

2010 March

Outerwear Whistles

£110.00

39%

11%

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2010 March

Outerwear Yves Saint Laurent

£820.00

55%

2010 March

Shorts

Barlow

£168.00

28%

12%

2010 March

Shorts

Brioni

£520.00

13%

96%

2010 March

Shorts

Graham & Spencer

£174.00

10%

85%

2010 March

Shorts

Monsoon

£45.00

17%

29%

2010 March

Shorts

Paul Smith

£320.00

48%

71%

2010 March

Shorts

Stella McCartney

£68.00

25%

62%

2010 March

Shorts

Whistles

£125.00

76%

2010 March

Skirt

American Retro

£297.00

37%

10%

2010 March

Skirt

By Malene Birger

£124.00

18%

96%

2010 March

Skirt

Cos

£49.00

28%

63%

2010 March

Skirt

Dagmar

2010 March

Skirt

Felipe Oliveira Baptista

2010 March

Skirt

Marks & Spencer

2010 March

Skirt

MaxMara

2010 March

Skirt

Orla Kiely

2010 March

Skirt

Paul & Joe

2010 March

Skirt

2010 March

Skirt

2010 March

Top

2010 March

Top

2010 March

Top

2010 March

Top

2010 March 2010 March

£140.00

202

10%

48%

£1,000.00

37%

20%

£89.00

65%

52%

£255.00

36%

20%

£190.00

15%

17%

£280.00

39%

14%

Velvet

£70.00

31%

Warehouse

£40.00

41%

35%

Alexander Wang

£325.00

13%

66%

American Retro

£119.00

18%

14%

American Retro

£119.00

18%

14%

American Retro

£178.00

88%

Top

Arnsdorf

£135.00

48%

54%

Top

Bassike

£250.00

358

28%

22%

2010 March

Top

Ben Sherman

£35.00

35%

17%

2010 March

Top

Ben Sherman

£35.00

35%

17%

2010 March

Top

BZR

£89.00

89%

2010 March

Top

Cos

£45.00

11%

86%

2010 March

Top

Falke

£30.00

350

35%

85%

2010 March

Top

Falke

£30.00

350

35%

85%

2010 March

Top

GAP

£32.00

37%

59%

2010 March

Top

GAP

£35.00

180

62%

2010 March

Top

Graham & Spencer

£137.00

11%

90%

2010 March

Top

Gryphon

£230.00

20%

82%

2010 March

Top

Josh Goot

£450.00

37%

89%

2010 March

Top

Josh Goot

£450.00

37%

89%

2010 March

Top

L’Agence

£160.00

13%

57%

2010 March

Top

L’Agence

£195.00

16%

90%

2010 March

Top

Lot

£345.00

61%

43%

2010 March

Top

MaxMara

£295.00

39%

25%

2010 March

Top

MaxMara

£140.00

10%

84%

2010 March

Top

Missoni

£240.00

40%

58%

2010 March

Top

Mother of Pearl

£243.00

64%

81%

2010 March

Top

£15.00

13%

80%

2010 March

Top

Nike

£30.00

314

47%

100

DESN3660

Year

201009275

Month

Product Type

Brand

2010 March

Top

Paul Smith

2010 March

Top

2010 March

Top

2010 March 2010 March

Price (£)

H (°)

S (%)

V (%)

£179.00

10%

82%

Reiss

£79.00

15%

87%

Sand

£129.00

12%

84%

Top

See by Chloé

£205.00

84%

98%

Top

Shakuhachi

£175.00

13%

26%

2010 March

Top

Spijkers en Spijkers

£326.00

33%

12%

2010 March

Top

Spijkers en Spijkers

£326.00

33%

12%

2010 March

Top

Stella McCartney

£395.00

36%

43%

2010 March

Top

Tommy Hilfiger

£45.00

99%

2010 March

Top

Wrangler

£110.00

230

32%

39%

2010 March

Trousers

Current/Elliott

£160.00

37%

50%

2010 March

Trousers

French Connection

£75.00

26%

78%

2010 March

Trousers

Joseph

£650.00

21%

43%

2010 March

Trousers

Juicy Couture

£135.00

13%

50%

2010 March

Trousers

Moschino

£340.00

36%

15%

2010 March

Trousers

Moschino

£340.00

36%

15%

2010 March

Trousers

Nakkna

£476.00

359

15%

16%

2010 March

Trousers

Pinko

£180.00

28%

79%

2010 March

Trousers

Vanessa Bruno

£198.00

33%

13%

2010 March

Trousers

Whistles

£69.00

357

21%

12%

2010 March

Trousers

Whistles

£125.00

23%

15%

2010 March

Trousers

Whyred

£140.00

17%

46%

2010 March

Trousers

Yves Saint Laurent

£460.00

41%

57%

2010 June

Dress

By Malene Birger

£171.00

70%

2010 June

Dress

Calvin Klein

£650.00

11%

80%

2010 June

Dress

GAP

£55.00

14%

58%

2010 June

Dress

Lotta Stensson

£470.00

69%

84%

2010 June

Dress

Motel

£30.00

53%

90%

2010 June

Dress

New Look

£20.00

353

40%

56%

2010 June

Dress

Vanessa Bruno

£200.00

220

13%

51%

2010 June

Dress

Whistles

£135.00

357

64%

57%

2010 June

Jumpsuit

Banana Republic

£49.50

314

26%

22%

2010 June

Jumpsuit

Ben Sherman

£50.00

213

25%

47%

2010 June

Jumpsuit

By Malene Birger

£114.00

170

21%

28%

2010 June

Jumpsuit

Day Birger et Mikkelsen

£275.00

258

33%

54%

2010 June

Jumpsuit

DKNY

£283.00

31%

51%

2010 June

Jumpsuit

Gerard Darel

£150.00

321

50%

2010 June

Jumpsuit

Gerard Darel

£145.00

37%

47%

2010 June

Jumpsuit

New Look

£40.00

27%

69%

2010 June

Outerwear Armani Exchange

£289.00

260

39%

38%

2010 June

Outerwear Barbara Bui

£574.00

53%

54%

2010 June

Outerwear Irwin & Jordan

£257.00

48%

54%

2010 June

Outerwear Mulberry

£1,150.00

45%

84%

2010 June

Outerwear New Look

2010 June

Outerwear Reiss

2010 June

Outerwear River Island

£25.00

83%

79%

£129.00

209

35%

48%

£49.99

43%

30%

101

DESN3660

Year

201009275

Month

Product Type

Brand

2010 June

Outerwear The North Face

2010 June

Outerwear Warehouse

2010 June

Shorts

D&G

2010 June

Shorts

2010 June

Shorts

2010 June 2010 June

Price (£)

H (°)

S (%)

V (%)

£125.00

354

73%

69%

£38.00

154

17%

39%

£155.00

36%

22%

Firetrap

£75.00

224

59%

34%

French Connection

£50.00

76%

77%

Shorts

Renewal

£32.00

43%

56%

Shorts

River Island

£25.00

206

55%

2010 June

Shorts

Siwy

£175.00

11%

27%

2010 June

Shorts

Soul Cal

£19.99

258

18%

25%

2010 June

Shorts

Topshop

£28.00

26%

49%

2010 June

Shorts

Topshop

£32.00

200

52%

46%

2010 June

Shorts

Topshop

£32.00

229

15%

42%

2010 June

Shorts

Topshop

£45.00

351

24%

2010 June

Skirt

ASOS

£55.00

23%

24%

2010 June

Skirt

Lisa Marie Fernandez

£245.00

246

39%

31%

2010 June

Top

All Saints

£195.00

29%

55%

2010 June

Top

Amanda Wakeley

£250.00

26%

55%

2010 June

Top

American Apparel

£13.00

36%

22%

2010 June

Top

ASOS

£18.00

36%

78%

2010 June

Top

ASOS

£28.00

31%

62%

2010 June

Top

Diesel

£85.00

19%

73%

2010 June

Top

French Connection

£55.00

94%

2010 June

Top

GAP

£35.00

71%

2010 June

Top

Killah

£35.00

69%

61%

2010 June

Top

£8.00

77%

47%

2010 June

Top

Urban Outfitters

£32.00

259

15%

21%

2010 June

Top

Wild Fox

£65.00

40%

70%

2010 June

Trousers

Amanda Wakeley

£595.00

52%

47%

2010 June

Trousers

Diane Von Furstenberg

£165.00

39%

77%

2010 June

Trousers

Uniqlo

£19.99

338

14%

58%

2010 September Dress

Bally

£1,395.00

19%

81%

2010 September Dress

Burberry

£1,495.00

63%

80%

2010 September Dress

French Connection

£160.00

29%

2010 September Dress

French Connection

£150.00

26%

82%

2010 September Dress

Gerard Darel

£360.00

29%

2010 September Dress

Hugo Boss

£249.00

257

28%

36%

2010 September Dress

L’Agence

£365.00

196

19%

2010 September Dress

Marks & Spencer

£39.50

235

45%

17%

2010 September Dress

Michael Kors

£3,295.00

52%

73%

2010 September Dress

Miu Miu

£3,640.00

51%

34%

2010 September Dress

Prada

£1,605.00

258

98%

2010 September Dress

Tommy Hilfiger

£690.00

14%

77%

2010 September Dress

Vivienne Westwood Red

£778.00

342

33%

40%

2010 September Dress

Zara

£36.00

42%

75%

2010 September Jeans

Diesel

£230.00

31%

15%

2010 September Jeans

G-Star Raw

£149.00

240

28%

34%

102

DESN3660

Year

201009275

Month

Product Type

Brand

2010 September Jeans

J Brand

2010 September Knitwear 2010 September Knitwear 2010 September Knitwear

Zadig & Voltaire

Price (£)

H (°)

S (%)

V (%)

£265.00

22%

81%

Day Birger et Mikkelsen

£119.00

21%

56%

Erdem

£920.00

65%

89%

£180.00

45%

39%

2010 September Outerwear Alexander McQueen

£1,595.00

15%

32%

2010 September Outerwear Azzaro

£6,490.00

33%

16%

2010 September Outerwear Banana Republic

£140.00

28%

31%

2010 September Outerwear Banana Republic

£140.00

2010 September Outerwear Barbour

£249.00

50%

25%

2010 September Outerwear Biba

£125.00

18%

12%

2010 September Outerwear By Malene Birger

£238.00

47%

13%

2010 September Outerwear Cos

£150.00

76%

40%

2010 September Outerwear Day Birger et Mikkelsen

£359.00

336

29%

2010 September Outerwear Diesel

£470.00

37%

15%

2010 September Outerwear Emporio Armani

£479.00

25%

2010 September Outerwear French Connection

£115.00

21%

79%

2010 September Outerwear G-Star Raw

£145.00

20%

21%

2010 September Outerwear G-Star Raw

£255.00

32%

14%

£65.00

54%

36%

2010 September Outerwear GAP 2010 September Outerwear Jaeger

£399.00

25%

27%

2010 September Outerwear Jaeger

£399.00

355

39%

2010 September Outerwear Jigsaw

£149.00

44%

13%

2010 September Outerwear Joseph

£650.00

82%

77%

2010 September Outerwear Joules

£149.00

31%

28%

2010 September Outerwear Karen Millen

£235.00

51%

43%

2010 September Outerwear Karen Millen

£225.00

53%

31%

2010 September Outerwear Lacoste

£295.00

90%

2010 September Outerwear Laura Ashley

£100.00

24%

68%

2010 September Outerwear Levi’s

£120.00

32%

14%

2010 September Outerwear LK Bennett

£495.00

48%

65%

2010 September Outerwear M Missoni

£575.00

40%

59%

2010 September Outerwear Margaret Howell

£585.00

20%

16%

2010 September Outerwear Nicole Farhi

£650.00

52%

76%

2010 September Outerwear Paul & Joe Sister

£221.00

34%

89%

2010 September Outerwear Reiss

£275.00

63%

51%

2010 September Outerwear Rika

£255.00

305

81%

£90.00

59%

51%

2010 September Outerwear River Island 2010 September Outerwear Sara Berman 2010 September Outerwear Tata Naka 2010 September Outerwear Tommy Hilfiger

£489.00

29%

32%

£1,998.00

57%

60%

£270.00

68%

54%

2010 September Outerwear Topshop

£75.00

29%

15%

2010 September Outerwear Topshop

£125.00

60%

47%

2010 September Outerwear Topshop

£85.00

340

37%

12%

2010 September Outerwear Warehouse

£90.00

37%

11%

2010 September Outerwear Whistles

£595.00

35%

74%

2010 September Outerwear Whistles

£250.00

47%

69%

103

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

2010 September Outerwear Whistles

£195.00

2010 September Outerwear Zadig & Voltaire 2010 September Outerwear Zadig & Voltaire 2010 September Shorts 2010 September Shorts 2010 September Shorts 2010 September Shorts 2010 September Shorts

Urban Outfitters

2010 September Skirt

DKNY

2010 September Skirt

Irwin & Jordan

2010 September Skirt

Louis Vuitton

2010 September Skirt

Moschino

2010 September Skirt

Oasis

2010 September Skirt

Paul & Joe

2010 September Skirt

Reiss

2010 September Skirt

Temperley

2010 September Skirt 2010 September Skirt

H (°)

S (%)

V (%)

47%

55%

£495.00

29%

12%

£560.00

15%

17%

G-Star Raw

£170.00

212

36%

37%

Joie

£150.00

306

Levi’s

£70.00

218

43%

33%

New Look

£22.00

36%

65%

£42.00

18%

£295.00

15%

41%

£230.00

266

26%

£2,050.00

37%

52%

£505.00

32%

80%

£36.00

13%

64%

£65.00

29%

£437.00

349

11%

£295.00

195

13%

18%

£894.00

16%

Uniqlo

£24.99

33%

18%

Whistles

£95.00

35%

2010 September Skirt

Whistles

£125.00

44%

22%

2010 September Top

APC

£140.00

66%

73%

2010 September Top

Christopher Kane

£580.00

190

21%

12%

2010 September Top

Crumpet

£130.00

58%

2010 September Top

Diane Von Furstenberg

£440.00

197

67%

30%

2010 September Top

Equipment

£440.00

36%

24%

2010 September Top

Espirit

£34.00

12%

82%

2010 September Top

G-Star Raw

£35.00

12%

78%

2010 September Top

Gabriele Colangelo

£595.00

13%

54%

2010 September Top

Gerard Darel

£145.00

48%

24%

2010 September Top

Gold Hawk

£157.00

214

15%

24%

2010 September Top

H&M

£30.00

22%

70%

2010 September Top

Irwin & Jordan

£170.00

59%

62%

2010 September Top

Just Cavalli

£200.00

23%

24%

2010 September Top

L’Agence

£710.00

2010 September Top

Lacoste

£65.00

204

22%

60%

2010 September Top

Lanvin

£900.00

45%

75%

2010 September Top

Levi’s

£25.00

10%

24%

2010 September Top

Levi’s

£35.00

11%

67%

2010 September Top

Levi’s

£35.00

110

66%

2010 September Top

Louis Vuitton

£1,050.00

19%

62%

2010 September Top

LPBG

£270.00

40%

73%

2010 September Top

Markus Lupfer

2010 September Top

Meadham Kirchoff

2010 September Top

Miss Selfridge

2010 September Top

Moschino

2010 September Top

New Look

£30.00

£98.00

15%

39%

£297.00

80%

£35.00

20%

52%

£705.00

62%

48%

323

21%

104

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2010 September Top

Rika

£391.00

223

23%

18%

2010 September Top

Stella McCartney

£755.00

18%

54%

2010 September Top

Tata Naka

£140.00

63%

85%

2010 September Top

Theory

£405.00

26%

64%

2010 September Top

Topshop

£55.00

18%

17%

2010 September Top

Velvet

£73.00

22%

80%

2010 September Top

Whistles

£95.00

27%

68%

2010 September Top

Whistles

£110.00

258

39%

2010 September Top

Zara

£40.00

22%

74%

2010 September Trousers

Akris

£530.00

28%

23%

2010 September Trousers

Diesel Black Gold

£190.00

29%

22%

2010 September Trousers

French Connection

£75.00

13%

74%

2010 September Trousers

Goldsign

£308.00

50%

37%

2010 September Trousers

Joseph

£460.00

44%

32%

2010 September Trousers

Marc Cain

£215.00

23%

24%

2010 September Trousers

River Island

£100.00

51%

50%

2010 September Trousers

See by Chloé

£255.00

27%

2010 September Trousers

Sportmax

£230.00

84%

69%

2010 September Trousers

Stella McCartney

£415.00

18%

54%

2010 September Trousers

Whistles

£110.00

19%

2010 December Dress

Acne Studios

£495.00

52%

65%

2010 December Dress

Alberta Ferretti

£1,040.00

47%

31%

2010 December Dress

All Saints

£145.00

17%

53%

2010 December Dress

All Saints

£250.00

45%

13%

2010 December Dress

American Retro

£324.00

39%

15%

2010 December Dress

Antonio Berardi

£1,525.00

10%

87%

2010 December Dress

ASOS

£120.00

40%

15%

2010 December Dress

ASOS

£75.00

22%

79%

2010 December Dress

ASOS

£65.00

79%

64%

2010 December Dress

Dior

£7,500.00

15%

78%

2010 December Dress

Dolce & Gabbana

£1,755.00

86%

69%

2010 December Dress

Giambattista Valli

£1,555.00

20%

86%

2010 December Dress

Jason Wu

£2,200.00

81%

72%

2010 December Dress

Jason Wu

£1,300.00

48%

77%

2010 December Dress

Joseph

£625.00

57%

2010 December Dress

Marc Cain

£235.00

18%

25%

2010 December Dress

Miss Selfridge

£85.00

31%

72%

2010 December Dress

Miu Miu

£3,900.00

343

50%

27%

2010 December Dress

Monsoon

£150.00

24%

80%

2010 December Dress

Nina Ricci

£2,208.00

245

17%

32%

2010 December Dress

Oasis

£75.00

39%

11%

2010 December Dress

Oasis

£55.00

64%

38%

2010 December Dress

Queene & Belle

£535.00

322

21%

18%

2010 December Dress

Richard Nicoll

£550.00

21%

2010 December Dress

Topshop

£75.00

45%

75%

2010 December Dress

Vero Moda

£22.00

17%

19%

105

DESN3660

Year

201009275

Month

Product Type

Brand

2010 December Dress

Viktor & Rolf

2010 December Dress

Warehouse

2010 December Dress

Whistles

2010 December Dress 2010 December Jeans

Price (£)

H (°)

S (%)

V (%)

£3,285.00

39%

10%

£85.00

349

15%

£295.00

249

44%

17%

Zara

£119.00

34%

88%

Chanel

£905.00

80%

45%

2010 December Knitwear

Crumpet

£365.00

40%

80%

2010 December Knitwear

Emma Cook

£225.00

35%

28%

2010 December Knitwear

Franklin & Marshall

£145.00

39%

11%

2010 December Knitwear

French Connection

£95.00

349

17%

14%

2010 December Knitwear

GAP

£35.00

275

31%

18%

2010 December Knitwear

Lacoste

£150.00

18%

2010 December Knitwear

Rika

£225.00

21%

32%

2010 December Knitwear

Saloni

£364.00

43%

20%

2010 December Knitwear

Upper 5th

£65.00

24%

75%

2010 December Knitwear

Whistles

£130.00

17%

20%

2010 December Knitwear

Whistles

£130.00

48%

66%

£690.00

28%

27%

2010 December Outerwear 3.1 Phillip Lim 2010 December Outerwear 3.1 Phillip Lim

£340.00

23%

34%

2010 December Outerwear 3.1 Phillip Lim

£1,160.00

340

20%

18%

2010 December Outerwear Alex Gore Browne

£895.00

273

23%

18%

2010 December Outerwear Armani Exchange

£290.00

31%

2010 December Outerwear ASOS

£45.00

40%

2010 December Outerwear ASOS

£36.00

62%

2010 December Outerwear Balmain

£3,295.00

285

17%

16%

2010 December Outerwear Burberry

£2,195.00

32%

88%

2010 December Outerwear Calvin Klein

£275.00

50%

11%

2010 December Outerwear Day Birger et Mikkelsen

£299.00

29%

66%

2010 December Outerwear Graham & Spencer

£197.00

22%

65%

2010 December Outerwear Isabel Marant

£800.00

358

28%

19%

2010 December Outerwear Louis Vuitton

£720.00

49%

86%

2010 December Outerwear M Missoni

£620.00

94%

66%

£1,970.00

26%

75%

£815.00

357

27%

2010 December Outerwear Marc Jacobs 2010 December Outerwear Paul Smith 2010 December Outerwear Rag & Bone

£1,300.00

54%

33%

2010 December Outerwear Reiss

£395.00

346

11%

20%

2010 December Outerwear Sandro

£335.00

328

17%

14%

2010 December Outerwear VW Anglomania

£262.00

21%

13%

2010 December Outerwear Whistles

£595.00

44%

46%

2010 December Outerwear Whistles

£235.00

48%

26%

2010 December Shorts

APC

£120.00

61%

37%

2010 December Skirt

Carin Wester

£129.00

350

20%

13%

2010 December Skirt

Louis Vuitton

£530.00

49%

86%

2010 December Skirt

M Missoni

£225.00

18%

33%

2010 December Skirt

Maje

£154.00

45%

10%

2010 December Skirt

Marks & Spencer

£39.50

210

20%

11%

2010 December Skirt

Marni

£311.00

28%

12%

106

DESN3660

Year

201009275

Month

Product Type

Brand

2010 December Skirt

New Look

2010 December Skirt

Oasis

2010 December Skirt

Reiss

2010 December Skirt

TBA

2010 December Skirt

Topshop

2010 December Sweatshirt APC

Price (£) £60.00

H (°)

S (%)

V (%)

14%

75%

£80.00

43%

£110.00

10%

42%

£115.00

32%

38%

£55.00

36%

73%

£95.00

18%

58%

2010 December Top

Alberta Ferretti

£743.00

41%

11%

2010 December Top

Aquascutum

£350.00

234

71%

2010 December Top

Dorothy Perkins

£35.00

46%

61%

2010 December Top

French Connection

£25.00

58%

10%

2010 December Top

H&M

£14.99

260

36%

12%

2010 December Top

I Love My T’s

£64.00

57%

85%

2010 December Top

Issa

£216.00

36%

18%

2010 December Top

Les Petites

£165.00

23%

88%

2010 December Top

LK Bennett

£135.00

21%

72%

2010 December Top

Mango

£24.90

15%

29%

2010 December Top

Miu Miu

£295.00

37%

75%

2010 December Top

New Look

2010 December Top

Proenza Schouler

2010 December Top 2010 December Top

£22.00

25%

35%

£960.00

349

13%

27%

Reiss

£110.00

25%

84%

Roberto Cavalli

£750.00

77%

2010 December Top

See by Chloé

£267.00

258

15%

45%

2010 December Top

Topshop

£60.00

24%

78%

2010 December Top

Tory Burch

£140.00

357

31%

26%

2010 December Top

Velvet

£162.00

16%

75%

2010 December Top

Versus Versace

£130.00

350

20%

26%

2010 December Top

Warehouse

£45.00

37%

11%

2010 December Top

Zadig & Voltaire

£80.00

43%

38%

2010 December Trousers

Banana Republic

£55.00

32%

15%

2010 December Trousers

Cos

£49.00

40%

2010 December Trousers

Day Birger et Mikkelsen

£389.00

46%

12%

2010 December Trousers

Ella Moss

£135.00

11%

58%

2010 December Trousers

McQ

£110.00

49%

70%

2011 March

Dress

ASOS

£38.00

83%

84%

2011 March

Dress

ASOS

£180.00

217

62%

42%

2011 March

Dress

Aubin & Wills

£98.00

213

13%

49%

2011 March

Dress

Clarissa Labin

£239.00

41%

13%

2011 March

Dress

Dorothy Perkins

£28.00

261

32%

12%

2011 March

Dress

Emilio Pucci

£4,470.00

56%

78%

2011 March

Dress

Fendi

£2,495.00

84%

2011 March

Dress

GAP

£40.00

231

36%

28%

2011 March

Dress

Karen Millen

£190.00

240

35%

28%

2011 March

Dress

Lacoste

£150.00

12%

69%

2011 March

Dress

Lisa Marie Fernandez

£389.00

189

72%

61%

2011 March

Dress

Mango

£75.00

223

50%

51%

2011 March

Dress

Nicole Farhi

£150.00

226

31%

41%

107

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

2011 March

Dress

Paul & Joe Sister

£370.00

2011 March

Dress

Rag & Bone

2011 March

Dress

Surface to Air

2011 March

Dress

2011 March

Dress

2011 March 2011 March

H (°)

S (%)

V (%)

11%

60%

£300.00

80%

£160.00

265

15%

50%

Tommy Hilfiger

£115.00

199

11%

58%

Vanessa Bruno

£423.00

94%

Dress

Versus Vesarce

£1,191.00

344

77%

78%

Dress

Wallis

£45.00

262

23%

28%

2011 March

Dress

Zac Posen

£1,250.00

77%

82%

2011 March

Jeans

ASOS

£30.00

233

32%

15%

2011 March

Jeans

GAP

2011 March

Jeans

Karen Millen

2011 March

Jeans

2011 March

Jumpsuit

2011 March

Jumpsuit

2011 March

Outerwear Ally Capellino

2011 March 2011 March

£35.99

263

76%

£105.00

247

29%

20%

Sisley

£60.00

310

17%

21%

Joseph

£550.00

238

40%

25%

Stolen Girlfriends Club

£239.00

28%

55%

£199.00

23%

38%

Outerwear Chucs

£945.00

46%

59%

Outerwear Clemency

£868.00

12%

68%

2011 March

Outerwear Club Monaco

£180.00

44%

46%

2011 March

Outerwear Club Monaco

£240.00

290

32%

15%

2011 March

Outerwear Joseph

£595.00

20%

70%

2011 March

Outerwear Moncler

£609.00

215

64%

50%

2011 March

Outerwear Pinko

£535.00

37%

32%

2011 March

Outerwear Richard Nicoll

£945.00

78%

2011 March

Outerwear Roberto Cavalli

£1,135.00

30%

91%

2011 March

Outerwear Sandro

£528.00

78%

71%

2011 March

Shorts

Aubin & Wills

£69.00

43%

89%

2011 March

Shorts

Calvin Klein

£89.00

220

50%

41%

2011 March

Shorts

Carven

£305.00

21%

10%

2011 March

Shorts

Joseph

£295.00

83%

72%

2011 March

Shorts

VW Anglomania

£334.00

80%

78%

2011 March

Shorts

Yigal Azrouel

£470.00

24%

73%

2011 March

Skirt

French Connection

£67.00

16%

92%

2011 March

Skirt

GAP

£39.95

91%

2011 March

Skirt

Gerard Darel

£145.00

40%

14%

2011 March

Skirt

Lauren by Ralph Lauren

£120.00

64%

76%

2011 March

Skirt

Margaret Howell

£195.00

95%

2011 March

Skirt

Principles by Ben Di Lisi

£45.00

282

23%

16%

2011 March

Skirt

Reiss

£95.00

161

60%

44%

2011 March

Skirt

Zoe Tee’s

£178.00

218

15%

45%

2011 March

Top

Alberta Ferretti

£781.00

40%

51%

2011 March

Top

Alexis Mabille

£900.00

12%

82%

2011 March

Top

American Apparel

£48.00

224

45%

43%

2011 March

Top

American Apparel

£21.00

347

82%

83%

2011 March

Top

ASOS

£28.00

13%

57%

2011 March

Top

ASOS

£65.00

81%

76%

2011 March

Top

Bstore

£145.00

92%

61%

108

DESN3660

Year

201009275

Month

Product Type

Brand

2011 March

Top

Cacharel

2011 March

Top

Chinti & Parker

2011 March

Top

Christian Blanken

2011 March

Top

Christopher Kane

2011 March

Top

Comptoir des Cotonniers

2011 March

Top

2011 March

Top

2011 March 2011 March

Price (£)

H (°)

S (%)

£295.00

£95.00 £263.00

V (%)

88%

80%

95%

12%

72%

£1,000.00

84%

72%

£109.00

52%

73%

D&G

£190.00

277

15%

16%

Emma Cook

£265.00

260

37%

21%

Top

Equipment

£209.00

350

71%

78%

Top

GAP

£33.00

331

25%

23%

2011 March

Top

Gerard Darel

£140.00

86%

68%

2011 March

Top

Hussein Chalayan

£600.00

89%

2011 March

Top

Jaeger

£360.00

17%

62%

2011 March

Top

Jaeger

£115.00

261

33%

38%

2011 March

Top

Levi’s

£60.00

228

20%

51%

2011 March

Top

Marc Cain

£349.00

212

11%

2011 March

Top

Michael Michael Kors

£138.00

278

21%

24%

2011 March

Top

£15.00

14%

55%

2011 March

Top

Petit Bateau

£40.50

10%

82%

2011 March

Top

Ralph Lauren

£85.00

84%

2011 March

Top

Reiss

£110.00

83%

2011 March

Top

River Island

£30.00

18%

76%

2011 March

Top

Sportmax

£140.00

95%

2011 March

Top

Sportmax

£195.00

202

18%

57%

2011 March

Top

Tommy Hilfiger

£80.00

213

13%

51%

2011 March

Top

Topshop

£35.00

75%

70%

2011 March

Top

Viktor & Rolf

£250.00

20%

93%

2011 March

Top

Whistles

£95.00

80%

65%

2011 March

Top

Yasmin Kianfar

£245.00

37%

12%

2011 March

Trousers

APC

£180.00

233

54%

45%

2011 March

Trousers

Burberry

£595.00

27%

75%

2011 March

Trousers

Hugo Boss

£89.00

359

21%

27%

2011 March

Trousers

£25.00

11%

2011 March

Trousers

Obakki

£265.00

20%

56%

2011 June

Dress

All Saints

£150.00

28%

2011 June

Dress

ASOS

£40.00

54%

60%

2011 June

Dress

Coast

£195.00

354

69%

67%

2011 June

Dress

French Connection

£165.00

11%

73%

2011 June

Dress

New Look

£28.99

58%

66%

2011 June

Dress

Oasis

£65.00

71%

2011 June

Jeans

Craft

£230.00

192

11%

51%

2011 June

Jeans

Denham

£139.90

240

29%

32%

2011 June

Jeans

Mother

£230.00

207

50%

64%

2011 June

Jeans

Won Hundred

£100.00

214

37%

58%

2011 June

Knitwear

H&M

£25.00

30%

72%

2011 June

Outerwear Acne Studios

£360.00

238

13%

45%

2011 June

Outerwear By Malene Birger

£379.00

44%

45%

109

DESN3660

Year

201009275

Month

Product Type

Brand

2011 June

Outerwear Carven

2011 June

Outerwear Desigual

2011 June

Outerwear Diesel Black Gold

2011 June

Outerwear Dries Van Noten

2011 June

Outerwear Jofama

2011 June

Outerwear L’Agence

2011 June

Outerwear La Redoute

2011 June

Outerwear Marni

2011 June

Outerwear Paule Ka

2011 June

Outerwear Sonia Rykiel

2011 June

Outerwear Studio Nicholson

2011 June

Outerwear Wallis

2011 June

Outerwear Zadig & Voltaire

2011 June

Shorts

Antipodium

2011 June

Shorts

Antipodium

2011 June

Shorts

2011 June

Shorts

2011 June

Shorts

2011 June

Skirt

2011 June 2011 June

Price (£)

H (°)

S (%)

V (%)

£355.00

67%

83%

£89.00

47%

46%

£810.00

58%

48%

£795.00

28%

39%

£299.00

12%

75%

£350.00

30%

77%

£89.00

71%

84%

£635.00

56%

83%

£230.00

37%

43%

£1,074.00

71%

81%

£365.00

23%

49%

£65.00

242

46%

23%

£590.00

32%

51%

£149.00

34%

73%

£149.00

29%

76%

Mango

£35.00

46%

72%

New Look

£24.99

53%

61%

Stella McCartney

£37.00

94%

Diesel Black Gold

£700.00

64%

34%

Skirt

Stefanel

£150.00

13%

79%

Skirt

Stefanel

£90.00

31%

79%

2011 June

Skirt

TBA

£135.00

46%

86%

2011 June

Top

American Retro

£179.00

56%

2011 June

Top

Jaeger

£180.00

34%

61%

2011 June

Top

JW Anderson

£174.00

17%

35%

2011 June

Top

Madras

£125.00

13%

84%

2011 June

Top

Marks & Spencer

£120.00

35%

71%

2011 June

Top

£25.00

65%

61%

2011 June

Top

Stella McCartney

£29.00

45%

63%

2011 June

Top

Topshop

£90.00

39%

69%

2011 June

Trousers

Acne Studios

£180.00

302

18%

2011 June

Trousers

American Retro

£248.00

18%

45%

2011 June

Trousers

Kookaï

£180.00

57%

2011 June

Trousers

Stella McCartney

£45.00

82%

54%

2011 June

Trousers

Topshop

£90.00

231

20%

19%

2011 September Dress

Diane Von Furstenberg

2011 September Dress

Erdem

£791.00

311

23%

19%

£1,260.00

355

29%

20%

2011 September Dress

French Connection

2011 September Dress

Hobbs

£97.00

32%

33%

£199.00

43%

11%

2011 September Dress

LK Bennett

2011 September Dress

Stella McCartney

£155.00

56%

64%

£265.00

78%

2011 September Dress 2011 September Dress

Whistles

£275.00

40%

13%

Whistles

£165.00

70%

68%

2011 September Jeans

AG Adriano Goldschmied

£184.00

52%

55%

2011 September Jeans

Diesel

£100.00

279

20%

27%

2011 September Jeans

MIH Jeans

£165.00

67%

29%

110

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2011 September Jeans

Paige

£240.00

61%

77%

2011 September Jeans

Paige

£240.00

18%

60%

2011 September Jeans

Topshop

£40.00

10%

99%

2011 September Jumpsuit

Allegra Hicks

£610.00

199

26%

39%

2011 September Jumpsuit

Azzaro

£2,115.00

357

13%

30%

2011 September Jumpsuit

Maria Grachvogel

£1,995.00

48%

16%

2011 September Jumpsuit

Miss Selfridge

£80.00

44%

64%

2011 September Jumpsuit

Reiss

£250.00

49%

73%

2011 September Jumpsuit

Religion

£80.00

10%

90%

2011 September Jumpsuit

River Island

£50.00

350

81%

92%

2011 September Knitwear

360 Sweater

£120.00

19%

67%

2011 September Knitwear

ALC

£375.00

64%

74%

2011 September Knitwear

ASOS

£30.00

67%

66%

2011 September Knitwear

Elie Tahari

£250.00

358

31%

17%

2011 September Knitwear

Joseph

£265.00

19%

87%

2011 September Knitwear

Juicy Couture

£185.00

330

18%

12%

2011 September Knitwear

Markus Lupfer

£395.00

285

25%

24%

2011 September Knitwear

Missoni

£860.00

75%

2011 September Knitwear

Missoni

£720.00

73%

2011 September Knitwear

Oasis

2011 September Knitwear

Sea NY

2011 September Knitwear

Sisley

2011 September Knitwear

Stella McCartney

2011 September Knitwear

Yves Saint Laurent

£825.00 £299.00

2011 September Outerwear 2nd Day 2011 September Outerwear APC 2011 September Outerwear Aquascutum 2011 September Outerwear ASOS

£50.00

22%

85%

£300.00

324

13%

18%

£55.00

357

62%

38%

£590.00

14%

80%

231

11%

10%

52%

15%

£375.00

38%

76%

£2,000.00

334

42%

£65.00

39%

17%

£325.00

39%

79%

2011 September Outerwear Chronicles of Never

£895.00

37%

14%

2011 September Outerwear Chronicles of Never

£1,490.00

37%

15%

2011 September Outerwear Comptoir des Cotonniers

£169.00

40%

10%

2011 September Outerwear Diesel Black Gold

£240.00

50%

61%

2011 September Outerwear DKNY

£350.00

35%

40%

2011 September Outerwear DKNY

£468.00

346

46%

2011 September Outerwear Donna Karan

£2,430.00

23%

90%

2011 September Outerwear Eleven Paris

£310.00

37%

16%

2011 September Outerwear Evil Twin

£135.00

39%

58%

2011 September Outerwear G-Star Raw

£260.00

46%

13%

£2,210.00

289

26%

16%

£25.00

46%

12%

2011 September Outerwear Chinti & Parker

2011 September Outerwear Gucci 2011 September Outerwear H&M 2011 September Outerwear H&M

£25.00

33%

43%

£370.00

46%

61%

2011 September Outerwear Hermès

£5,580.00

92%

65%

2011 September Outerwear Horace

£178.00

54%

12%

£1,045.00

26%

53%

2011 September Outerwear Hache

2011 September Outerwear Huishan Zhang

111

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2011 September Outerwear Irwin & Jordan

£635.00

285

26%

20%

2011 September Outerwear Jaeger

£599.00

68%

33%

2011 September Outerwear Jaeger

£299.00

28%

72%

2011 September Outerwear Jaeger

£760.00

31%

17%

2011 September Outerwear Jigsaw

£275.00

46%

18%

£2,950.00

28%

16%

£99.00

29%

75%

2011 September Outerwear Joseph

£995.00

22%

71%

2011 September Outerwear Lot 78

£608.00

37%

10%

2011 September Outerwear Lot 78

£905.00

28%

19%

2011 September Outerwear M Missoni

£617.00

41%

21%

2011 September Outerwear Maison Scotch

£250.00

50%

57%

2011 September Outerwear Maje

£420.00

39%

17%

2011 September Outerwear Jitrois 2011 September Outerwear Jonathan Saunders

2011 September Outerwear Mango

£80.00

350

20%

50%

2011 September Outerwear Marc Cain

£295.00

27%

85%

2011 September Outerwear MaxMara

£625.00

23%

28%

2011 September Outerwear Oasis

£95.00

39%

12%

2011 September Outerwear Oasis

£100.00

10%

64%

2011 September Outerwear Pyrus

£189.00

48%

12%

2011 September Outerwear Reiss

£495.00

67%

72%

2011 September Outerwear Sandro

£420.00

18%

30%

2011 September Outerwear Sandro

£530.00

53%

15%

2011 September Outerwear Schumacher

£700.00

43%

18%

2011 September Outerwear The Kooples

£390.00

28%

13%

2011 September Outerwear The Kooples

£370.00

20%

48%

2011 September Outerwear The Kooples

£370.00

37%

12%

£1,040.00

43%

13%

2011 September Outerwear Tommy Hilfiger

£655.00

17%

57%

2011 September Outerwear Topshop

£150.00

81%

74%

£1,065.00

352

31%

18%

£95.00

14%

58%

2011 September Outerwear Whistles

£195.00

240

23%

24%

2011 September Outerwear Whistles

£225.00

330

17%

10%

2011 September Outerwear Tim Soar

2011 September Outerwear Viktor & Rolf 2011 September Outerwear Warehouse

2011 September Outerwear Zara

£70.00

309

15%

2011 September Shorts

APC

£130.00

75%

72%

2011 September Skirt

CH Carolina Herrera

£325.00

15%

66%

2011 September Skirt

Elizabeth and James

£235.00

35%

34%

2011 September Skirt

Gerard Darel

£125.00

45%

35%

2011 September Skirt

H&M

£29.99

84%

85%

2011 September Skirt

Hobbs

£169.00

40%

15%

2011 September Skirt

Topshop

£46.00

46%

49%

2011 September Skirt

Whistles

£225.00

36%

79%

2011 September Top

Acne Studios

£180.00

230

23%

71%

2011 September Top

Ghadah

£725.00

350

63%

82%

2011 September Top

Loaded

£50.00

278

28%

15%

2011 September Top

Maje

£149.00

82%

112

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2011 September Top

Maje

£154.00

33%

20%

2011 September Top

Marc Jacobs

£695.00

194

28%

43%

2011 September Top

Peter Pilotto

£985.00

12%

88%

2011 September Top

River Island

£24.99

93%

2011 September Top

River Island

£29.99

95%

2011 September Top

River Island

£34.99

67%

89%

2011 September Top

Schumacher

£290.00

53%

78%

2011 September Top

Smyth & Gibson

£135.00

211

15%

48%

2011 September Top

The Kooples

£125.00

58%

54%

2011 September Top

Theysken’s Theory

£140.00

31%

15%

2011 September Top

Tucker

£290.00

350

53%

33%

2011 September Trousers

Ann Demeulemeester

£515.00

41%

14%

2011 September Trousers

ASOS

£45.00

84%

77%

2011 September Trousers

Chanel

£1,253.00

46%

17%

2011 September Trousers

Christopher Waller

£240.00

53%

68%

2011 September Trousers

Cos

£79.00

40%

87%

2011 September Trousers

Cos

£115.00

303

26%

12%

2011 September Trousers

Diesel

£230.00

28%

20%

2011 September Trousers

Dorothy Perkins

£28.50

62%

68%

2011 September Trousers

Gerard Darel

£140.00

35%

11%

2011 September Trousers

Graham & Spencer

£226.00

20%

14%

2011 September Trousers

Graham & Spencer

£226.00

37%

15%

2011 September Trousers

H&M

£15.00

33%

43%

2011 September Trousers

Hoss Intropia

£143.00

39%

2011 September Trousers

Jaeger

£130.00

23%

11%

2011 September Trousers

Jaeger

£250.00

28%

72%

2011 September Trousers

Joseph

£375.00

313

20%

17%

2011 September Trousers

Les Petites

£195.00

43%

85%

2011 September Trousers

Maison Scotch

£88.00

69%

57%

2011 September Trousers

Mango

2011 September Trousers

Marc Cain

2011 September Trousers

Michael Kors

2011 September Trousers

Mother

2011 September Trousers

Oasis

2011 September Trousers

Stella McCartney

2011 September Trousers

The Kooples

2011 September Trousers

Topshop

2011 September Trousers

Whistles

2011 September Trousers

Yves Saint Laurent

2011 December Dress 2011 December Dress 2011 December Dress 2011 December Dress

£35.00

40%

13%

£185.00

307

13%

15%

£9,650.00

30%

95%

£208.00

77%

55%

£50.00

28%

64%

£330.00

43%

£170.00

29%

13%

£42.00

25%

14%

£150.00

330

17%

10%

£1,065.00

46%

17%

ASOS

£65.00

289

36%

29%

H&M

£24.99

36%

20%

Isabel Marant

£295.00

340

20%

16%

Karen Millen

£140.00

25%

74%

2011 December Dress

L’Agence

£823.00

55%

2011 December Dress

Mango

£80.00

44%

2011 December Dress

Marc Cain

£259.00

81%

67%

113

DESN3660

Year

201009275

Month

Product Type

Brand

2011 December Dress

Marks & Spencer

2011 December Dress

Matthew Williamson

2011 December Dress

Miu Miu

2011 December Dress

Monsoon

2011 December Dress

New Look

2011 December Dress 2011 December Dress

Price (£) £45.00

H (°)

S (%)

V (%)

23%

17%

£825.00

88%

94%

£3,215.00

23%

15%

£180.00

21%

20%

£32.99

84%

80%

Oasis

£95.00

352

15%

11%

River Island

£35.00

80%

68%

2011 December Dress

River Island

£70.00

36%

85%

2011 December Dress

River Island

£45.00

10%

80%

2011 December Dress

Tibi

£355.00

173

56%

2011 December Dress

Topshop

£60.00

10%

74%

2011 December Dress

Topshop

£58.00

319

44%

47%

2011 December Dress

Wallis

£100.00

52%

11%

2011 December Dress

Warehouse

2011 December Dress

Whistles

2011 December Jumpsuit

ASOS

2011 December Jumpsuit

Paul & Joe

2011 December Knitwear

3.1 Phillip Lim

2011 December Knitwear

American Vintage

2011 December Knitwear

By Malene Birger

2011 December Knitwear

Cos

2011 December Knitwear

Etoile Isable Marant

2011 December Knitwear

H&M

2011 December Knitwear

Jil Sander

2011 December Knitwear

Mango

2011 December Knitwear 2011 December Knitwear 2011 December Knitwear

2011 December Knitwear

Sandro

2011 December Knitwear

Topshop

2011 December Knitwear

Whistles

£65.00

65%

33%

£195.00

92%

£70.00

43%

15%

£350.00

77%

75%

£320.00

50%

53%

£79.00

246

31%

17%

£179.00

88%

91%

£59.00

197

74%

59%

£310.00

18%

66%

£12.99

343

13%

28%

£1,035.00

88%

82%

£35.00

357

28%

19%

Markus Lupfer

£305.00

18%

26%

Moschino Cheap & Chic

£280.00

41%

13%

£15.00

350

80%

66%

£239.00

21%

80%

£46.00

39%

16%

£95.00

88%

61%

2011 December Outerwear ASOS

£110.00

53%

60%

2011 December Outerwear ASOS

£65.00

35%

17%

£1,875.00

26%

20%

£110.00

47%

76%

2011 December Outerwear Balmain 2011 December Outerwear Cos 2011 December Outerwear GAP

£119.95

40%

33%

2011 December Outerwear House of Holland

£1,700.00

233

31%

2011 December Outerwear Karl Donoghue

£1,255.00

48%

16%

2011 December Outerwear Marks & Spencer

£229.00

84%

72%

2011 December Outerwear Moncler

£970.00

44%

55%

2011 December Outerwear Pinko

£605.00

337

33%

18%

2011 December Outerwear Stefanel

£405.00

43%

22%

2011 December Outerwear Stefanel

£405.00

350

29%

13%

2011 December Outerwear TBA

£185.00

80%

90%

2011 December Outerwear Tommy Hilfiger

£345.00

104

18%

11%

£98.00

31%

25%

2011 December Outerwear Topshop

114

DESN3660

Year

201009275

Month

Product Type

Brand

2011 December Outerwear Topshop 2011 December Outerwear Topshop

Price (£)

H (°)

S (%)

£95.00

304

V (%)

29%

26%

£90.00

337

23%

2011 December Outerwear Vanessa Bruno

£190.00

35%

27%

2011 December Outerwear Velvet

£238.00

66%

45%

2011 December Outerwear Zara

£79.99

11%

85%

2011 December Outerwear Zara

£79.99

357

76%

64%

2011 December Shorts

Topshop

£38.00

32%

11%

2011 December Skirt

3.1 Phillip Lim

£415.00

359

17%

20%

2011 December Skirt

ASOS

£100.00

185

46%

42%

2011 December Skirt

Banana Republic

£69.50

33%

68%

2011 December Skirt

Maje

£175.00

85%

90%

2011 December Skirt

Marc by Marc Jacobs

£385.00

83%

89%

2011 December Skirt

Marks & Spencer

£55.00

359

85%

71%

2011 December Skirt

Odd Molly

£220.00

359

50%

89%

2011 December Skirt

Topshop

£95.00

25%

13%

2011 December Skirt

Zara

£40.00

86%

82%

2011 December Top

Cos

£55.00

69%

72%

2011 December Top

Cos

£69.00

346

11%

16%

2011 December Top

Hugo Boss

£279.00

28%

13%

2011 December Top

Just Cavalli

£300.00

76%

50%

2011 December Top

Karen Millen

£115.00

32%

18%

2011 December Top

Marina

£200.00

94%

2011 December Top

Minkpink

£50.00

330

10%

26%

2011 December Top

Red Valentino

£188.00

28%

79%

2011 December Top

Stella McCartney

£715.00

271

36%

16%

2011 December Top

Toast

£135.00

82%

66%

2011 December Top

Whistles

£195.00

350

25%

14%

2011 December Top

Zara

£39.99

111

20%

51%

2011 December Top

Zara

£39.99

338

76%

48%

2011 December Trousers

7 For All Mankind

£230.00

353

48%

32%

2011 December Trousers

Acne Studios

£320.00

338

63%

57%

2011 December Trousers

Camilla & Marc

£290.00

347

71%

81%

2011 December Trousers

Christopher Kane

£800.00

307

33%

18%

2011 December Trousers

Cos

£79.00

49%

92%

2011 December Trousers

Moschino

£710.00

18%

63%

2011 December Trousers

Paul & Joe

£270.00

20%

82%

2011 December Trousers

River Island

£45.00

31%

48%

2011 December Trousers

Saloni

£266.00

358

10%

20%

2011 December Trousers

Sass & Bide

£218.00

66%

79%

2011 December Trousers

Tommy Hilfiger

£230.00

62%

33%

2011 December Trousers

Topshop

£40.00

36%

26%

2012 March

Dress

Camilla & Marc

£399.00

11%

92%

2012 March

Dress

Caroline Charles

£595.00

59%

81%

2012 March

Dress

Diane Von Furstenberg

£370.00

11%

95%

2012 March

Dress

Eudon Choi

£520.00

358

28%

87%

2012 March

Dress

French Connection

£67.00

16%

79%

115

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2012 March

Dress

French Connection

£87.00

79%

91%

2012 March

Dress

French Connection

£130.00

219

23%

11%

2012 March

Dress

Hakaan

£915.00

47%

92%

2012 March

Dress

Hugo Boss

£329.00

57%

53%

2012 March

Dress

Jason Wu

£721.00

295

28%

2012 March

Dress

Lipsy

2012 March

Dress

Margaret Howell

2012 March

Dress

Marios Schwab

2012 March

Dress

Marni

2012 March

Dress

MM6 Maison Martin

2012 March

Dress

Paul & Joe Sister

2012 March

Dress

Peter Pilotto

2012 March

Dress

Peter Pilotto

2012 March

Dress

2012 March

Dress

2012 March 2012 March

£45.00

186

48%

71%

£795.00

29%

12%

£1,161.00

15%

95%

£770.00

79%

£85.00

212

27%

62%

£265.00

350

61%

50%

£891.00

26%

12%

£594.00

29%

13%

Rochas

£3,200.00

40%

13%

Sandro

£185.00

12%

82%

Dress

Thierry Colson

£615.00

10%

96%

Dress

Topshop

£100.00

53%

54%

2012 March

Dress

Valentino

£3,285.00

220

13%

66%

2012 March

Dress

Victoria Victoria Beckham

£495.00

41%

84%

2012 March

Dress

Whistles

£150.00

345

66%

92%

2012 March

Jeans

Diesel

£120.00

224

65%

47%

2012 March

Jeans

Juicy Couture

£145.00

359

38%

89%

2012 March

Jeans

Lee

£85.00

240

52%

27%

2012 March

Jeans

River Island

£45.00

267

23%

26%

2012 March

Jumpsuit

Paul & Joe

£540.00

31%

19%

2012 March

Knitwear

ASOS

£25.00

14%

87%

2012 March

Knitwear

Duffy

£159.00

29%

87%

2012 March

Knitwear

J Crew

£218.00

351

54%

79%

2012 March

Knitwear

Mango

£14.99

22%

96%

2012 March

Knitwear

Wild Fox

£179.00

26%

89%

2012 March

Outerwear Acne Studios

£1,100.00

50%

81%

2012 March

Outerwear Akris

£1,200.00

73%

75%

2012 March

Outerwear Aquascutum

£550.00

28%

87%

2012 March

Outerwear Aquascutum

£800.00

89%

90%

2012 March

Outerwear Caroline Charles

£625.00

81%

77%

2012 March

Outerwear Louis Vuitton

£2,115.00

69%

88%

2012 March

Outerwear Maje

£280.00

193

59%

47%

2012 March

Outerwear Mango

£100.00

64%

51%

2012 March

Outerwear Mother of Pearl

£595.00

15%

69%

2012 March

Outerwear Mulberry

£495.00

52%

38%

2012 March

Outerwear Nike

£145.00

197

79%

45%

2012 March

Shorts

3.1 Phillip Lim

£735.00

24%

87%

2012 March

Shorts

Cos

£45.00

227

18%

54%

2012 March

Shorts

Dion Lee

£450.00

29%

12%

2012 March

Shorts

Marc Cain

£145.00

15%

89%

2012 March

Shorts

Mary Katrantzou

£625.00

347

48%

82%

116

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2012 March

Skirt

Acne Studios

£150.00

31%

62%

2012 March

Skirt

DVF

£305.00

240

52%

31%

2012 March

Skirt

Hobbs

£110.00

40%

43%

2012 March

Skirt

Jonathan Saunders

£520.00

82%

81%

2012 March

Skirt

Jonathan Saunders

£650.00

52%

63%

2012 March

Skirt

Luisa Cerano

£168.00

77%

64%

2012 March

Skirt

Mango

£44.99

16%

76%

2012 March

Skirt

Michael Kors

£660.00

344

80%

88%

2012 March

Skirt

Pebelle

£138.00

340

77%

81%

2012 March

Skirt

Peter Pilotto

£473.00

149

39%

61%

2012 March

Skirt

Simone Rocha

£455.00

350

57%

81%

2012 March

Skirt

Tophshop

£40.00

51%

90%

2012 March

Skirt

Warehouse

£40.00

17%

12%

2012 March

Skirt

Whistles

£110.00

229

19%

65%

2012 March

Sweatshirt American Apparel

£33.00

271

56%

29%

2012 March

Top

Religion

£52.00

18%

68%

2012 March

Top

Acne Studios

£150.00

225

66%

40%

2012 March

Top

Brunello Cucinelli

£827.00

39%

79%

2012 March

Top

Cos

£55.00

233

10%

53%

2012 March

Top

Cos

2012 March

Top

Ermanno Scervino

2012 March

Top

Finders Keepers

2012 March

Top

Flaminia Saccucci

2012 March

Top

French Connection

2012 March

Top

H&M

2012 March

Top

2012 March

Top

2012 March

Top

2012 March

Top

2012 March

Top

Peter Pilotto

2012 March

Top

Peter Pilotto

2012 March

Top

Rag & Bone

2012 March

Top

Reiss

2012 March

Top

Stylein

2012 March

Top

Thomas Pink

2012 March

Top

Victoria Beckham

2012 March

Top

Warehouse

2012 March

Trousers

2012 June

Dress

2012 June

Dress

Alessandra Rich

2012 June

Dress

APC

2012 June

Dress

Christopher Raeburn

2012 June

Dress

Diane Von Furstenberg

2012 June

Dress

2012 June

Dress

2012 June

Dress

Heidi Klein

£79.00

305

31%

27%

£1,810.00

34%

65%

£62.00

200

13%

79%

£295.00

190

61%

72%

£47.00

248

35%

23%

£14.99

348

80%

72%

Juicy Couture

£115.00

359

28%

91%

Les Petites

£105.00

220

73%

46%

Mango

£19.99

89%

£30.00

40%

14%

£486.00

75%

69%

£1,296.00

197

73%

49%

£655.00

12%

82%

£120.00

23%

34%

£320.00

50%

60%

£150.00

356

71%

88%

£140.00

179

67%

60%

£35.00

14%

68%

Whistles

£125.00

205

84%

62%

Acne Studios

£260.00

20%

81%

£1,535.00

20%

99%

£140.00

14%

81%

£225.00

37%

11%

£175.00

137

53%

34%

Erdem

£1,040.00

17%

88%

Fitriani

£1,550.00

23%

95%

£180.00

19%

88%

117

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

2012 June

Dress

Hilfiger Denim

£85.00

2012 June

Dress

Hoss Intropia

2012 June

Dress

J Crew

2012 June

Dress

2012 June

Dress

2012 June

Dress

Maje

2012 June

Dress

Naeem Khan

2012 June

Dress

2012 June

Dress

2012 June

Dress

Stewart Parvin

2012 June

Dress

Topshop

2012 June

Jeans

Christopher Kane

2012 June

Jeans

Denim & Supply Ralph

2012 June

Jeans

2012 June

Jeans

2012 June 2012 June

H (°)

S (%)

V (%)

47%

89%

£243.00

69%

90%

£64.00

229

57%

43%

Jaeger

£199.00

40%

Lucza

£160.00

33%

90%

£450.00

76%

74%

£5,645.00

51%

81%

Raoul

£311.00

18%

85%

Roksanda Ilincic

£877.00

92%

80%

£7,925.00

183

45%

57%

£55.00

17%

87%

£2,490.00

272

10%

27%

£95.00

12%

92%

House of Holland

£120.00

184

11%

60%

Isabel Marant

£450.00

30%

69%

Jeans

Maison Martin Margiela

£406.00

284

18%

26%

Jeans

Rag & Bone

£130.00

11%

81%

2012 June

Jumpsuit

Étoile Isabel Marant

2012 June

Knitwear

Chanel

2012 June

Knitwear

2012 June

Knitwear

2012 June

Outerwear Acne Studios

2012 June

Outerwear ASOS

2012 June 2012 June 2012 June

Outerwear Christopher Kane

2012 June

Outerwear Christopher Raeburn

2012 June 2012 June 2012 June

Outerwear Current/Elliott

2012 June

Outerwear Dolce & Gabbana

2012 June

Outerwear Dries Van Noten

2012 June

Outerwear DSquared2

2012 June 2012 June

£200.00

64%

69%

£1,104.00

24%

88%

Moschino Cheap & Chic

£325.00

185

29%

44%

Pringle of Scotland

£325.00

79%

54%

£500.00

201

53%

37%

£65.00

14%

92%

Outerwear Barbour

£199.00

46%

34%

Outerwear Burberry

£450.00

67%

71%

£2,475.00

16%

92%

£520.00

46%

12%

Outerwear Christopher Raeburn

£545.00

73%

90%

Outerwear Christopher Raeburn

£490.00

95%

92%

£238.00

226

31%

£2,070.00

63%

95%

£605.00

29%

92%

£758.00

196

56%

58%

Outerwear Isabel Marant

£465.00

226

48%

21%

Outerwear Kenzo

£450.00

169 100%

46%

2012 June

Outerwear Maison Martin Margiela

£567.00

284

18%

26%

2012 June

Outerwear Red Valentino

£595.00

236

65%

2012 June

Outerwear The Kooples

£355.00

24%

79%

2012 June

Outerwear Vanessa Bruno

£324.00

252

31%

42%

2012 June

Outerwear Victoria Beckham

2012 June

Shorts

GAP

2012 June

Shorts

H&M

2012 June

Shorts

Joseph

2012 June

Shorts

Sandro

2012 June

Skirt

Acne Studios

2012 June

Skirt

Derek Lam

£1,140.00

£2,250.00

52%

£32.95

204

66%

58%

£19.99

41%

82%

£245.00

14%

88%

£135.00

84%

76%

£1,200.00

31%

26%

70%

86%

118

DESN3660

Year

201009275

Month

Product Type

Brand

2012 June

Skirt

Oscar de la Renta

2012 June

Skirt

2012 June

Skirt

2012 June

Sweatshirt APC

2012 June

Top

Acne Studios

2012 June

Top

Brooks Brothers

2012 June

Top

Christopher Raeburn

2012 June

Top

House of Holland

2012 June

Top

Jaeger

2012 June

Top

2012 June

Top

2012 June 2012 June

Price (£)

H (°)

S (%)

V (%)

£2,229.00

22%

91%

Ralph Lauren

£574.00

25%

94%

Tibi

£560.00

40%

91%

£115.00

19%

56%

£160.00

179

39%

32%

£89.00

16%

85%

£195.00

51%

12%

£196.00

117

13%

48%

£180.00

91%

Jonathan Saunders

£999.00

30%

88%

Marques Almeida

£210.00

18%

63%

Top

McQ

£230.00

11%

79%

Top

MIH Jeans

£190.00

209

25%

31%

2012 June

Top

New Look

£14.99

282

20%

36%

2012 June

Top

Quiksilver

£45.00

10%

81%

2012 June

Top

Reiss

£125.00

215

41%

74%

2012 June

Top

TBA

£99.00

77%

60%

2012 June

Top

The Kooples

£115.00

10%

92%

2012 June

Top

Velvet

£95.00

200

95%

65%

2012 June

Top

Warehouse

£40.00

12%

86%

2012 June

Top

Whistles

£75.00

30%

78%

2012 June

Top

Willow

£130.00

61%

17%

2012 June

Trousers

Acne Studios

£160.00

19%

78%

2012 June

Trousers

Aquascutum

£500.00

13%

91%

2012 June

Trousers

Margaret Howell

£305.00

54%

73%

2012 June

Trousers

The Kooples

£170.00

25%

82%

2012 September Dress

Aspesi

£390.00

18%

89%

2012 September Dress

Banana Republic

£175.00

33%

17%

2012 September Dress

Bottega Veneta

£5,400.00

291

44%

37%

2012 September Dress

Calvin Klein

£1,370.00

84%

92%

2012 September Dress

Chalayan

£1,102.00

160

33%

35%

2012 September Dress

Cos

£115.00

15%

68%

2012 September Dress

Marks & Spencer

£55.00

18%

10%

2012 September Dress

Roland Mouret

£1,550.00

26%

92%

2012 September Dress

Sandro

£199.00

15%

78%

2012 September Dress

Sportmax

£660.00

39%

12%

2012 September Dress

Topshop

£200.00

79%

2012 September Jeans

J Brand

£255.00

228

22%

62%

2012 September Jeans

Mother

£226.00

40%

13%

2012 September Jeans

Paige

£219.00

37%

25%

2012 September Knitwear

Acne Studios

£230.00

47%

37%

2012 September Knitwear

ASOS

£42.00

13%

91%

2012 September Knitwear

Jaeger

£180.00

53%

86%

2012 September Knitwear

Jigsaw

£129.00

212

37%

70%

2012 September Knitwear

Le Mont St Michel

£95.00

178

41%

21%

2012 September Knitwear

Le Mont St Michel

£98.00

180

35%

27%

119

DESN3660

Year

201009275

Month

Product Type

2012 September Knitwear

Brand Whistles

Price (£) £95.00

H (°)

S (%)

V (%)

46%

17%

2012 September Outerwear Acne Studios

£500.00

80%

65%

2012 September Outerwear Acne Studios

£1,700.00

159

13%

70%

2012 September Outerwear American Retro

£567.00

25%

19%

£1,780.00

332

31%

14%

2012 September Outerwear ASOS

£180.00

53%

29%

2012 September Outerwear Aspesi

£710.00

14%

80%

2012 September Outerwear Anne Valerie Hash

2012 September Outerwear CH Carolina Herrera

£560.00

26%

18%

£5,560.00

52%

93%

2012 September Outerwear Cos

£175.00

25%

30%

2012 September Outerwear Cos

£115.00

14%

85%

2012 September Outerwear Dior

£4,200.00

43%

14%

2012 September Outerwear Emilio Pucci

£3,610.00

60%

83%

2012 September Outerwear Ermanno Scervino

£2,860.00

33%

20%

2012 September Outerwear Etro

£1,390.00

20%

36%

2012 September Outerwear Fendi

2012 September Outerwear Chloé

£4,260.00

33%

18%

2012 September Outerwear French Connection

£190.00

34%

75%

2012 September Outerwear Gestuz

£320.00

123

17%

33%

£70.00

48%

15%

2012 September Outerwear Heohwan Simulation

£945.00

350

23%

14%

2012 September Outerwear Iro

£785.00

68%

41%

2012 September Outerwear Jean Paul Gaultier

£999.00

43%

27%

2012 September Outerwear Joseph

£895.00

57%

43%

2012 September Outerwear Just Cavalli

£436.00

82%

57%

2012 September Outerwear Karen Millen

£295.00

21%

18%

£1,464.00

311

31%

21%

£295.00

75%

2012 September Outerwear H&M

2012 September Outerwear Karl Lagerfeld 2012 September Outerwear Lauren by Ralph Lauren 2012 September Outerwear Levi’s

£85.00

248

15%

16%

£6,250.00

51%

44%

£225.00

275

29%

20%

£69.99

31%

74%

2012 September Outerwear Marks & Spencer

£129.00

46%

43%

2012 September Outerwear Marni

£720.00

67%

78%

2012 September Outerwear Moncler

£1,160.00

29%

20%

2012 September Outerwear Moncler

£965.00

48%

68%

2012 September Outerwear Moncler

2012 September Outerwear Loewe 2012 September Outerwear Maison Scotch 2012 September Outerwear Mango

£5,229.00

54%

14%

2012 September Outerwear Monsoon

£179.00

274

35%

25%

2012 September Outerwear Mulberry

£2,000.00

73%

87%

2012 September Outerwear Muubaa

£379.00

266

15%

25%

2012 September Outerwear Next

£60.00

57%

77%

2012 September Outerwear Ralph Lauren Blue Label

£945.00

38%

96%

2012 September Outerwear Reiss

£350.00

78%

77%

2012 September Outerwear River Island

£190.00

46%

12%

2012 September Outerwear Sonia Rykiel

£998.00

80%

51%

2012 September Outerwear Suno

£520.00

31%

30%

2012 September Outerwear Suno

£725.00

13%

95%

120

DESN3660

Year

201009275

Month

Product Type

Brand

2012 September Outerwear Topshop

Price (£)

H (°)

S (%)

V (%)

£98.00

48%

94%

2012 September Outerwear Velvet

£246.00

72%

41%

2012 September Outerwear Whistles

£295.00

48%

12%

2012 September Outerwear Whistles

£450.00

15%

2012 September Outerwear Zadig & Voltaire

£365.00

27%

82%

2012 September Outerwear Zadig & Voltaire

£240.00

250

17%

63%

2012 September Shorts

The Kooples

£155.00

50%

65%

2012 September Skirt

Alexander Wang

£932.00

36%

12%

2012 September Skirt

Antonio Berardi

£930.00

47%

88%

2012 September Skirt

Fyodor Golan

£810.00

46%

13%

2012 September Skirt

H&M

£29.99

53%

20%

2012 September Skirt

J Crew

£700.00

58%

80%

2012 September Skirt

Joseph

£550.00

31%

15%

2012 September Skirt

LK Bennett

2012 September Skirt

Loewe

2012 September Skirt 2012 September Skirt 2012 September Skirt

2012 September Skirt

Peridot London

2012 September Skirt

Toast

2012 September Skirt

Topshop

£450.00

26%

£2,895.00

51%

44%

Marni

£725.00

47%

97%

MaxMara

£700.00

68%

54%

£28.00

46%

13%

£520.00

39%

12%

£139.00

36%

17%

£65.00

33%

17%

2012 September Sweatshirt ASOS

£35.00

357

80%

61%

2012 September Sweatshirt Le Coq Sportif

£55.00

20%

67%

£120.00

86%

£1,165.00

47%

88%

£145.00

28%

16%

£38.50

256

36%

50%

2012 September Top

All Saints

2012 September Top

Antonio Berardi

2012 September Top

Aspesi

2012 September Top

Banana Republic

2012 September Top

Bennetton

2012 September Top

Calvin Klein

2012 September Top

H&M

2012 September Top

Maison Martin Margiela

2012 September Top

Paule Ka

2012 September Top

Paule Ka

2012 September Top 2012 September Top 2012 September Top

TBA

2012 September Top

Topshop

2012 September Top

Uniqlo

2012 September Top

Uniqlo

2012 September Top

Whistles

2012 September Top

Yves Saint Laurent

2012 September Trousers

Acne Studios

2012 September Trousers

All Saints

2012 September Trousers 2012 September Trousers 2012 September Trousers

£59.90

39%

79%

£1,800.00

84%

92%

£29.99

311

74%

£471.00

93%

£635.00

325

36%

26%

£730.00

178

17%

44%

Religion

£65.00

77%

River Island

£25.00

71%

62%

£115.00

67%

50%

£79.00

13%

75%

£19.99

67%

33%

£19.90

77%

£95.00

152

60%

£3,235.00

142

21%

55%

£240.00

80%

65%

£295.00

40%

16%

ASOS

£40.00

349

46%

21%

Aspesi

£140.00

163

51%

63%

BLK DNM

£675.00

39%

121

DESN3660

Year

201009275

Month

Product Type

Brand

2012 September Trousers

Cos

2012 September Trousers 2012 September Trousers

Price (£)

H (°)

S (%)

V (%)

£89.00

14%

85%

Graham & Spencer

£778.00

46%

12%

Marc Cain

£379.00

68%

55%

2012 September Trousers

Ports 1961

£395.00

140

17%

25%

2012 September Trousers

Pringle of Scotland

£595.00

55%

80%

2012 September Trousers

River Island

£20.00

71%

62%

2012 September Trousers

River Island

£40.00

20%

13%

2012 September Trousers

Suno

£450.00

31%

30%

2012 September Trousers

Whistles

£125.00

152

60%

2012 September Trousers

Yves Saint Laurent

£2,695.00

33%

12%

2012 December Dress

Acne Studios

£230.00

23%

2012 December Dress

Alessandra Rich

£1,940.00

30%

79%

2012 December Dress

Alessandra Rich

£1,740.00

63%

83%

2012 December Dress

Antonio Berardi

£1,225.00

77%

89%

2012 December Dress

Barbara Casasola

£1,375.00

66%

24%

2012 December Dress

By Malene Birger

£499.00

26%

24%

2012 December Dress

Camilla & Marc

£440.00

346

72%

89%

2012 December Dress

Chloé

£750.00

20%

96%

2012 December Dress

Diane Von Furstenberg

£300.00

79%

2012 December Dress

Dion Lee

£2,350.00

60%

57%

2012 December Dress

Giles

£720.00

54%

89%

2012 December Dress

Lanvin

£2,120.00

82%

83%

2012 December Dress

Mango

£59.99

21%

19%

2012 December Dress

Markus Lupfer

£275.00

84%

78%

2012 December Dress

Missoni

£670.00

248

46%

39%

2012 December Dress

Moschino

£965.00

54%

95%

2012 December Dress

£65.00

301

53%

26%

2012 December Dress

Rachel Gilbert

£750.00

67%

71%

2012 December Dress

Sea NY

£400.00

10%

87%

2012 December Dress

Simone Rocha

£504.00

16%

82%

2012 December Dress

Tibi

£484.00

359

67%

87%

2012 December Dress

Topshop

£95.00

35%

18%

2012 December Dress

Topshop

£50.00

37%

22%

2012 December Dress

Valentino

£2,010.00

353

82%

2012 December Dress

Versace

£2,696.00

81%

91%

2012 December Dress

Vionnet

£729.00

333

53%

42%

2012 December Dress

Whistles

£125.00

29%

27%

2012 December Jumpsuit

ASOS

£55.00

28%

13%

2012 December Jumpsuit

Reiss

£245.00

346

25%

14%

2012 December Knitwear

H&M

£49.99

300

10%

15%

2012 December Knitwear

Jonathan Saunders

£295.00

18%

79%

2012 December Knitwear

Jonathan Saunders

£350.00

81%

84%

2012 December Knitwear

Loro Piana

£550.00

80%

63%

2012 December Knitwear

Ostwald Helgason

£415.00

84%

95%

2012 December Knitwear

Zara

£45.99

13%

66%

2012 December Outerwear Akris

£1,735.00

228

58%

54%

122

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2013 June

Top

Mulberry

£550.00

68%

65%

2013 June

Top

Peter Som

£860.00

61%

86%

2013 June

Top

Rochas

£363.00

17%

86%

2013 June

Top

Roksanda Ilincic

2013 June

Top

Sacai

2013 June

Top

Simone Rocha

2013 June

Top

Zara

2013 June

Top

2013 June

Trousers

2013 June

Trousers

Paul & Joe

£430.00

52%

78%

£1,940.00

209

81%

£480.00

11%

88%

£40.00

12%

87%

Zara

£29.99

86%

H&M

£24.99

10%

80%

£330.00

34%

87%

2013 September Removed from analysis due to a deficient collection at The British Library 2013 December Removed from analysis due to a deficient collection at The British Library 2014 March

Removed from analysis due to a deficient collection at The British Library

2014 June

Dress

Alessandra Rich

2014 June

Dress

Alice by Temperley

2014 June

Dress

Cos

2014 June

Dress

Diane Von Furstenberg

2014 June

Dress

Holly Fulton

2014 June

Dress

LF Markey

2014 June

Dress

Valentino

2014 June

Dress

Zeus & Dione

2014 June

Jeans

2014 June

Jeans

2014 June 2014 June

£1,545.00

65%

£395.00

10%

97%

£69.00

92%

£634.00

91%

92%

£945.00

346

13%

£154.00

26%

74%

£3,465.00

96%

£300.00

19%

90%

AG Adriano Goldschmied

£215.00

208

37%

30%

Frame

£249.00

20%

79%

Jeans

G-Star Raw

£130.00

211

28%

50%

Jeans

Marques Almeida

£340.00

91%

2014 June

Jeans

Mother

£300.00

11%

15%

2014 June

Knitwear

Me+Em

£88.00

92%

2014 June

Outerwear Claudie Pierlot

£260.00

89%

2014 June

Outerwear Hobbs

£279.00

90%

2014 June

Outerwear Juicy Couture

£235.00

351

69%

83%

2014 June

Outerwear Maje

£529.00

91%

2014 June

Outerwear Monsoon

2014 June

Outerwear Roberto Cavalli

2014 June 2014 June

£129.00

76%

94%

£2,930.00

11%

93%

Outerwear Sister by Sibling

£670.00

12%

95%

Outerwear YMC

£235.00

36%

34%

2014 June

Shorts

DSquared2

£250.00

50%

52%

2014 June

Shorts

F&F

£15.00

19%

92%

2014 June

Shorts

H&M

£29.99

12%

92%

2014 June

Shorts

Isabel Marant

£260.00

33%

78%

2014 June

Shorts

Sandro

£175.00

250

50%

28%

2014 June

Skirt

Kenzo

£225.00

13%

11%

2014 June

Skirt

Kirsty Ward

£475.00

18%

91%

2014 June

Sweatshirt Antipodium

£115.00

24%

66%

2014 June

Sweatshirt Maison Kitsuné

£150.00

20%

70%

2014 June

Sweatshirt Ralph Lauren Pink Pony

£145.00

11%

58%

2014 June

Sweatshirt Ralph Lauren Pink Pony

£145.00

88%

123

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2012 December Skirt

Philosophy Di Alberta

£193.00

63%

73%

2012 December Skirt

Reiss

£225.00

47%

37%

2012 December Skirt

Richard Nicoll

£420.00

92%

68%

2012 December Skirt

Topshop

£38.00

31%

24%

2012 December Skirt

Topshop

£30.00

58%

49%

2012 December Sweatshirt Opening Ceremony

£85.00

49%

74%

£325.00

19%

96%

£1,405.00

358

85%

61%

£99.00

25%

70%

JW Anderson

£375.00

56%

92%

Maje

£185.00

15%

73%

£1,149.00

315

17%

15%

£293.00

15%

78%

Palmer Harding

£299.00

59%

92%

Paul & Joe

£270.00

90%

74%

2012 December Top

Paul & Joe

£290.00

210

43%

64%

2012 December Top

Philosophy Di Alberta

£355.00

24%

91%

2012 December Top

Richard Nicoll

£600.00

88%

2012 December Top

River Island

£35.00

94%

2012 December Top

Tibi

£260.00

13%

95%

2012 December Top

Uniqlo

£13.00

81%

89%

2012 December Top

Zoe Karssen

£105.00

84%

65%

2012 December Trousers

Antonio Berardi

£640.00

211

12%

71%

2012 December Trousers

ASOS

£45.00

350

18%

20%

2012 December Trousers

Dion Lee

£845.00

358

79%

64%

2012 December Trousers

French Connection

£110.00

15%

2012 December Trousers

Gucci

£860.00

295

13%

43%

2012 December Trousers

La Mania

£212.00

350

48%

81%

2012 December Trousers

Louis Vuitton

£900.00

359

11%

83%

2012 December Trousers

Michael Kors

£1,055.00

20%

11%

2012 December Trousers

Prada

£505.00

68%

44%

2012 December Trousers

Richard Nicoll

£391.00

69%

84%

2012 December Trousers

Roland Mouret

£395.00

349

88%

84%

2012 December Trousers

Sandro

£199.00

15%

17%

2012 December Trousers

Tibi

£303.00

13%

95%

2012 December Trousers

Topshop

£45.00

51%

75%

2012 December Trousers

Uniqlo

£13.00

81%

89%

2013 March

Dress

& Other Stories

£195.00

35%

12%

2013 March

Dress

& Other Stories

£65.00

357

70%

91%

2013 March

Dress

Alexander Wang

£485.00

46%

91%

2013 March

Dress

Bimba Y Lola

£125.00

219

60%

49%

2013 March

Dress

H&M

£39.99

94%

2013 March

Dress

Hoss Intropia

£200.00

15%

96%

2013 March

Dress

Hoss Intropia

£185.00

23%

91%

2013 March

Dress

Longchamp

£335.00

81%

88%

2013 March

Dress

M Missoni

£443.00

350

78%

84%

2012 December Top

Bally

2012 December Top

Dion Lee

2012 December Top

Jaeger

2012 December Top 2012 December Top 2012 December Top

Mother of Pearl

2012 December Top

Olatz

2012 December Top 2012 December Top

124

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2013 March

Dress

Maje

£185.00

315

10%

14%

2013 March

Dress

The Kooples

£190.00

16%

88%

2013 March

Dress

Warehouse

£60.00

11%

85%

2013 March

Jeans

Espirit

£55.00

229

57%

35%

2013 March

Jeans

Hudson Jeans

£200.00

25%

23%

2013 March

Jeans

MIH Jeans

£245.00

237

57%

24%

2013 March

Jumpsuit

Carin Wester

£117.00

320

18%

22%

2013 March

Knitwear

GAP

2013 March

Knitwear

J Crew

2013 March 2013 March

£59.95

259

10%

21%

£165.00

38%

68%

Outerwear APC

£325.00

231

57%

27%

Outerwear Cos

£135.00

51%

70%

2013 March

Outerwear Hoss Intropia

£189.00

12%

97%

2013 March

Outerwear J Crew

£122.00

352

17%

15%

2013 March

Outerwear Mulberry

£2,750.00

2013 March

Outerwear Next

£50.00

330

11%

2013 March

Outerwear Reiss

£450.00

12%

75%

2013 March

Shorts

Theory

£180.00

52%

23%

2013 March

Skirt

& Other Stories

£95.00

32%

14%

2013 March

Skirt

Banana Republic

£55.00

18%

12%

2013 March

Skirt

Hoss Intropia

£164.00

84%

2013 March

Skirt

Pinko

£185.00

239

54%

34%

2013 March

Skirt

Whistles

£110.00

15%

81%

2013 March

Sweatshirt 5 Preview

£75.00

13%

89%

2013 March

Sweatshirt 5 Preview

£75.00

12%

85%

2013 March

Sweatshirt Acne Studios

£140.00

56%

29%

2013 March

Sweatshirt Filles

£145.00

69%

2013 March

Sweatshirt Kenzo

£180.00

33%

36%

2013 March

Sweatshirt MSGM

£200.00

10%

53%

2013 March

Sweatshirt Urban Outfitters

£35.00

11%

45%

2013 March

Sweatshirt Zara

£22.99

23%

2013 March

Sweatshirt Zoe Karssen

£95.00

31%

69%

2013 March

Top

3.1 Phillip Lim

£135.00

222

11%

2013 March

Top

5 Preview

£65.00

93%

2013 March

Top

Alexander Wang

£355.00

23%

99%

2013 March

Top

ASOS

£14.00

67%

2013 March

Top

ASOS

£22.00

339

73%

58%

2013 March

Top

ASOS

£22.00

348

62%

2013 March

Top

Cécile

£60.00

94%

2013 March

Top

Club Monaco

£160.00

30%

87%

2013 March

Top

Dolce & Gabbana

£142.00

359

70%

92%

2013 March

Top

H&M

£12.99

22%

75%

2013 March

Top

J Crew

£68.00

25%

82%

2013 March

Top

Juicy Couture

£125.00

84%

66%

2013 March

Top

Kenzo

£142.00

29%

51%

2013 March

Top

Sonia by Sonia Rykiel

£71.00

14%

84%

2013 March

Trousers

Jaeger

£150.00

235

17%

15%

37% 100%

125

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2014 December Skirt

Cos

£89.00

76%

77%

2014 December Skirt

Folk

£245.00

220

33%

12%

2014 December Skirt

JW Anderson

£760.00

93%

2014 December Skirt

Miu Miu

£2,570.00

76%

55%

2014 December Top

Agnona

£1,065.00

92%

2014 December Top

Bianca Chandon

£30.00

27%

94%

2014 December Top

Chloé

£1,125.00

28%

95%

2014 December Top

Cos

£55.00

10%

95%

2014 December Top

Diane Von Furstenberg

£260.00

342

40%

87%

2014 December Top

Dietas

£330.00

96%

2014 December Top

Equipment

£255.00

11%

96%

2014 December Top

Joseph

£145.00

33%

47%

2014 December Top

MIH Jeans

£220.00

23%

14%

2014 December Top

Rejina Pyo

£295.00

347

80%

2014 December Top

Zadig & Voltaire

£240.00

18%

66%

2014 December Trousers

Giorgio Armani

£655.00

15%

11%

2014 December Trousers

MiH Jeans

£275.00

255

29%

20%

2014 December Trousers

Raoul

£319.00

320

17%

15%

2014 December Trousers

The Row

£550.00

32%

84%

2015 March

Dress

Bottega Veneta

£3,170.00

312

21%

36%

2015 March

Dress

Danielle Romeril

£1,638.00

22%

33%

2015 March

Dress

Gucci

£1,320.00

222

33%

40%

2015 March

Dress

Jigsaw

£149.00

21%

81%

2015 March

Dress

LK Bennett

2015 March

Dress

Simone Rocha

2015 March

Dress

Warehouse

2015 March

Jeans

AG Adriano Goldschmied

2015 March

Jeans

Bliss & Mischief

£645.00

2015 March

Jeans

Bliss & Mischief

£568.00

2015 March

Jeans

Calvin Klein

2015 March

Jeans

Current/Elliott

2015 March

Jeans

GAP

2015 March

Jeans

Karen Millen

2015 March

Jeans

2015 March

Jeans

2015 March 2015 March

£395.00

198

44%

53%

£1,600.00

79%

82%

£50.00

217

26%

24%

£255.00

15%

71%

226

51%

231

19%

61%

£115.00

16%

97%

£420.00

228

37%

36%

£45.00

239

33%

28%

£90.00

349

11%

24%

Polo Ralph Lauren

£195.00

222

32%

46%

Sandro

£175.00

292

36%

25%

Jeans

Tod’s

£330.00

31%

11%

Jumpsuit

GAP

£59.95

222

14%

52%

2015 March

Jumpsuit

Red Valentino

£360.00

220

55%

28%

2015 March

Jumpsuit

MIH Jeans

£285.00

80%

2015 March

Knitwear

Beyond Retro

£25.00

31%

2015 March

Outerwear ASOS

£50.00

48%

58%

2015 March

Outerwear Biba

2015 March

Outerwear Dolce & Gabbana

2015 March 2015 March 2015 March

£269.00

11%

18%

£1,700.00

359

77%

88%

Outerwear Faustine Steinmetz

£999.00

242

33%

18%

Outerwear Files À Papa

£355.00

13%

Outerwear Finery London

£165.00

20%

86%

126

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2013 June

Top

Mulberry

£550.00

68%

65%

2013 June

Top

Peter Som

£860.00

61%

86%

2013 June

Top

Rochas

£363.00

17%

86%

2013 June

Top

Roksanda Ilincic

2013 June

Top

Sacai

2013 June

Top

Simone Rocha

2013 June

Top

Zara

2013 June

Top

2013 June

Trousers

2013 June

Trousers

Paul & Joe

£430.00

52%

78%

£1,940.00

209

81%

£480.00

11%

88%

£40.00

12%

87%

Zara

£29.99

86%

H&M

£24.99

10%

80%

£330.00

34%

87%

2013 September Removed from analysis due to a deficient collection at The British Library 2013 December Removed from analysis due to a deficient collection at The British Library 2014 March

Removed from analysis due to a deficient collection at The British Library

2014 June

Dress

Alessandra Rich

2014 June

Dress

Alice by Temperley

2014 June

Dress

Cos

2014 June

Dress

Diane Von Furstenberg

2014 June

Dress

Holly Fulton

2014 June

Dress

LF Markey

2014 June

Dress

Valentino

2014 June

Dress

Zeus & Dione

2014 June

Jeans

2014 June

Jeans

2014 June 2014 June

£1,545.00

65%

£395.00

10%

97%

£69.00

92%

£634.00

91%

92%

£945.00

346

13%

£154.00

26%

74%

£3,465.00

96%

£300.00

19%

90%

AG Adriano Goldschmied

£215.00

208

37%

30%

Frame

£249.00

20%

79%

Jeans

G-Star Raw

£130.00

211

28%

50%

Jeans

Marques Almeida

£340.00

91%

2014 June

Jeans

Mother

£300.00

11%

15%

2014 June

Knitwear

Me+Em

£88.00

92%

2014 June

Outerwear Claudie Pierlot

£260.00

89%

2014 June

Outerwear Hobbs

£279.00

90%

2014 June

Outerwear Juicy Couture

£235.00

351

69%

83%

2014 June

Outerwear Maje

£529.00

91%

2014 June

Outerwear Monsoon

2014 June

Outerwear Roberto Cavalli

2014 June 2014 June

£129.00

76%

94%

£2,930.00

11%

93%

Outerwear Sister by Sibling

£670.00

12%

95%

Outerwear YMC

£235.00

36%

34%

2014 June

Shorts

DSquared2

£250.00

50%

52%

2014 June

Shorts

F&F

£15.00

19%

92%

2014 June

Shorts

H&M

£29.99

12%

92%

2014 June

Shorts

Isabel Marant

£260.00

33%

78%

2014 June

Shorts

Sandro

£175.00

250

50%

28%

2014 June

Skirt

Kenzo

£225.00

13%

11%

2014 June

Skirt

Kirsty Ward

£475.00

18%

91%

2014 June

Sweatshirt Antipodium

£115.00

24%

66%

2014 June

Sweatshirt Maison Kitsuné

£150.00

20%

70%

2014 June

Sweatshirt Ralph Lauren Pink Pony

£145.00

11%

58%

2014 June

Sweatshirt Ralph Lauren Pink Pony

£145.00

88%

127

DESN3660

Year

201009275

Month

Product Type

Brand

2015 March

Trousers

Whistles

2015 June

Dress

Calvin Klein

2015 June

Dress

Diane Von Furstenberg

2015 June

Dress

Gucci

2015 June

Dress

Hugo Boss

2015 June

Dress

Karen Millen

2015 June

Dress

Llunaa

2015 June

Dress

2015 June

Dress

2015 June 2015 June

Price (£) £180.00

H (°)

S (%)

V (%)

10%

81%

£1,620.00

93%

£498.00

215

59%

71%

£2,950.00

20%

16%

£530.00

95%

£180.00

202

86%

39%

£95.00

105

42%

52%

Luisa Cerano

£289.00

99%

Maje

£269.00

10%

98%

Dress

Marie France Van Damme

£415.00

15%

93%

Dress

Sea NY

£315.00

16%

2015 June

Dress

Topshop

£48.00

26%

16%

2015 June

Dress

Vita Kin

£1,100.00

90%

85%

2015 June

Dress

Zadig & Voltaire

£360.00

12%

96%

2015 June

Jeans

Jole

£175.00

204

65%

2015 June

Jumpsuit

Monki

£50.00

13%

94%

2015 June

Jumpsuit

Whistles

£175.00

281

20%

23%

2015 June

Knitwear

LK Bennett

£165.00

32%

55%

2015 June

Knitwear

Mother of Pearl

£450.00

212

32%

67%

2015 June

Outerwear ASOS

£130.00

52%

20%

2015 June

Outerwear Isa Arfen

£885.00

32%

14%

2015 June

Outerwear Joseph

£495.00

11%

98%

2015 June

Outerwear Joseph

£345.00

232

16%

50%

2015 June

Outerwear Paul Smith

£875.00

47%

69%

2015 June

Outerwear River Island

£65.00

14%

67%

2015 June

Outerwear Tory Burch

£1,360.00

26%

85%

2015 June

Shorts

Bennetton

£27.00

46%

45%

2015 June

Shorts

GAP

£34.95

222

14%

72%

2015 June

Shorts

H&M

£29.99

33%

2015 June

Shorts

J Brand

£180.00

59%

43%

2015 June

Shorts

J Crew

£65.00

33%

2015 June

Shorts

Rabens Saloner

£143.00

24%

68%

2015 June

Shorts

Talitha

£298.00

23%

42%

2015 June

Skirt

Carven

£290.00

83%

77%

2015 June

Skirt

Dosa

£460.00

56%

14%

2015 June

Skirt

Frame

£320.00

12%

96%

2015 June

Skirt

Maje

£239.00

12%

94%

2015 June

Skirt

Michael Michael Kors

2015 June

Skirt

Sacai

2015 June

Skirt

2015 June

Top

2015 June

Top

American Vintage

2015 June

Top

Basler

2015 June

Top

Bennetton

2015 June

Top

CH Carolina Herrera

2015 June

Top

Chloé

£120.00

97%

£11,145.00

88%

Topshop

£32.00

12%

97%

ASOS

£35.00

66%

83%

£48.00

90%

86%

£199.00

91%

£27.00

10%

97%

£180.00

93%

£1,190.00

105

11%

70%

128

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2014 September Skirt

Acne Studios

£550.00

28%

41%

2014 September Skirt

Carven

£430.00

359

21%

37%

2014 September Skirt

CH Carolina Herrera

£635.00

165

80%

55%

2014 September Skirt

Coach

2014 September Skirt

Gucci

£545.00

312

13%

16%

£2,640.00

51%

89%

2014 September Sweatshirt Emma Cook

£283.00

234

40%

38%

2014 September Top

CH Carolina Herrera

£160.00

97%

2014 September Top

Coach

£290.00

10%

95%

2014 September Top

Equipment

£305.00

42%

74%

2014 September Top

Eudon Choi

£310.00

11%

91%

2014 September Top

GAP

£29.95

95%

2014 September Top

Hobbs

£120.00

16%

72%

2014 September Top

Mulberry

£850.00

12%

96%

2014 September Top

Pringle of Scotland

£495.00

248

17%

49%

2014 September Top

Vila

£25.00

18%

55%

2014 September Trousers

Emilio Pucci

£945.00

43%

15%

2014 September Trousers

MIH Jeans

£174.00

39%

12%

2014 December Dress

& Other Stories

£95.00

84%

81%

2014 December Dress

ASOS

£90.00

352

30%

80%

2014 December Dress

Hugo Boss

£900.00

23%

43%

2014 December Dress

DSquared2

£910.00

67%

44%

2014 December Dress

Gucci

£1,640.00

115

19%

77%

2014 December Dress

La Perla

£550.00

44%

14%

2014 December Dress

Markus Lupfer

£300.00

359

17%

13%

2014 December Dress

Marni

£1,280.00

60%

30%

2014 December Dress

Preen

£1,677.00

84%

76%

2014 December Jeans

MIH Jeans

£195.00

323

25%

24%

2014 December Jeans

Tu Es Mon Trésor

£585.00

163

65%

2014 December Jeans

Uniqlo

£35.00

211

43%

50%

2014 December Knitwear

Folk

£225.00

25%

16%

2014 December Knitwear

Daks

£325.00

65%

76%

2014 December Knitwear

Jonathan Saunders

£395.00

26%

14%

2014 December Knitwear

Tory Burch

£390.00

348

11%

19%

£1,560.00

83%

87%

£230.00

169

62%

2014 December Outerwear Altuzarra

£1,345.00

15%

13%

2014 December Outerwear Altuzarra

£1,550.00

14%

97%

2014 December Outerwear Karen Millen

£250.00

352

26%

2014 December Outerwear Marc Cain

£555.00

174

12%

75%

£1,825.00

59%

71%

£375.00

255

29%

20%

2014 December Outerwear 3.1 Phillip Lim 2014 December Outerwear AG Adriano Goldschmied

2014 December Outerwear Michael Kors 2014 December Outerwear MiH Jeans 2014 December Outerwear Rejina Pyo

£695.00

95%

2014 December Outerwear The Row

£1,050.00

32%

84%

2014 December Outerwear Victoria Beckham

£1,900.00

17%

11%

2014 December Skirt

& Other Stories

£125.00

327

62%

55%

2014 December Skirt

Carven

£450.00

27%

79%

129

DESN3660

Year

201009275

Month

Product Type

Brand

2015 September Knitwear

H&M

2015 September Knitwear 2015 September Knitwear

Price (£)

H (°)

S (%)

V (%)

£24.99

52%

Jil Sander

£790.00

41%

Jonathan Saunders

£395.00

98%

2015 September Knitwear

Orla Kiely

£239.00

160

18%

66%

2015 September Knitwear

Tommy Hilfiger

£365.00

78%

41%

2015 September Outerwear American Retro

42%

£415.00

17%

92%

2015 September Outerwear ASOS

£70.00

75%

51%

2015 September Outerwear Coach

£1,900.00

43%

13%

2015 September Outerwear Gerard Darel

£560.00

10%

85%

2015 September Outerwear H&M

£120.00

68%

62%

2015 September Outerwear H&M

£119.99

78%

42%

2015 September Outerwear Hilfiger Collection

£1,500.00

25%

83%

2015 September Outerwear Hunter

£420.00

71%

68%

2015 September Outerwear Isa Arfen

£702.00

51%

25%

2015 September Outerwear Karl Lagerfeld

£595.00

37%

12%

2015 September Outerwear Marks & Spencer

£129.00

42%

32%

2015 September Outerwear Reiss

£235.00

21%

57%

2015 September Outerwear Reiss

£595.00

49%

20%

2015 September Outerwear Sonia Rykiel

£1,050.00

61%

65%

2015 September Outerwear Theory

£1,910.00

13%

17%

£335.00

224

67%

37%

£65.00

22%

19%

£295.00

331

23%

16%

2015 September Outerwear Three Floor 2015 September Outerwear Topshop 2015 September Outerwear Vanessa Seward 2015 September Shorts

Reiss

£95.00

21%

57%

2015 September Skirt

Christopher Kane

£425.00

322

20%

2015 September Skirt

Être Cécile

£165.00

10%

15%

2015 September Skirt

H&M

£129.00

45%

32%

2015 September Skirt

Michael Kors

£1,005.00

33%

12%

2015 September Skirt

Pinko

£164.00

46%

47%

2015 September Skirt

Topshop

£85.00

227

16%

51%

2015 September Top

7 For All Mankind

£180.00

269

31%

2015 September Top

Bimba Y Lola

£215.00

97%

2015 September Top

Carven

£390.00

22%

76%

2015 September Top

Chloé

£740.00

47%

89%

2015 September Top

Ermanno Scervino

£750.00

15%

80%

2015 September Top

Essentiel Antwerp

£115.00

285

29%

2015 September Top

French Connection

£110.00

10%

96%

2015 September Top

John Lewis

£79.00

97%

2015 September Top

Masscob

£235.00

30%

2015 September Top

Miuniku

£460.00

13%

91%

2015 September Top

Simon Miller

£635.00

274

16%

17%

2015 September Top

Tara Jarmon

£225.00

93%

84%

2015 September Top

Topshop

£38.00

74%

78%

2015 September Top

Topshop

£38.00

359

31%

34%

2015 September Top

Urban Outfitters

£46.00

18%

2015 September Top

Vilshenko

£550.00

31%

62%

130

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

2015 March

Outerwear Gucci

£1,570.00

2015 March

Outerwear Marc Cain

£555.00

2015 March

Outerwear MiH Jeans

£385.00

2015 March

Outerwear MM6 Maison Martin

£405.00

2015 March

Outerwear Monsoon

£69.00

2015 March

Outerwear Oasis

2015 March

Outerwear Paige

2015 March

Outerwear River Island

2015 March

Outerwear Superdry

2015 March

Outerwear The Kooples

2015 March

Outerwear Tod’s

2015 March

Outerwear Topshop

2015 March

Outerwear Topshop

2015 March

Outerwear Vanessa Bruno

2015 March

Outerwear Waven

2015 March

Shorts

Vintage Renewal

2015 March

Skirt

ASOS

2015 March

Skirt

Chloé

2015 March

Skirt

Cos

2015 March

Skirt

2015 March

Skirt

2015 March 2015 March

H (°)

S (%)

208

V (%)

59%

57%

11%

93%

228

37%

45%

235

39%

36%

357

64%

66%

£110.00

71%

40%

£321.00

210

15%

54%

£80.00

77%

42%

£174.00

320

27%

£255.00

24%

32%

£1,200.00

31%

11%

£67.00

13%

85%

£45.00

253

21%

£480.00

240

45%

23%

£45.00

244

13%

25%

£30.00

24%

61%

£65.00

229

27%

50%

£515.00

229

28%

24%

£69.00

297

67%

Dorothy Perkins

£80.00

41%

44%

Emilia Wickstead

£750.00

85%

84%

Skirt

Jil Sander

£375.00

344

35%

28%

Skirt

Levi’s

£45.00

215

31%

37%

2015 March

Skirt

Marks & Spencer

£199.00

64%

44%

2015 March

Skirt

Mr Start

£300.00

40%

49%

2015 March

Skirt

Nicole Miller

2015 March

Skirt

Nina Ricci

2015 March

Skirt

2015 March

Skirt

2015 March

Skirt

Tom Ford

2015 March

Skirt

Topshop

2015 March

Skirt

2015 March

Skirt

2015 March 2015 March

£170.00

10%

99%

£3,300.00

71%

47%

Paul & Joe

£190.00

214

13%

68%

Tara Jorman

£190.00

95%

£1,290.00

93%

£70.00

85%

71%

Tory Burch

£395.00

88%

Warehouse

£45.00

24%

84%

Top

& Other Stories

£64.00

10%

78%

Top

& Other Stories

£55.00

80%

2015 March

Top

CH Carolina Herrera

£300.00

12%

96%

2015 March

Top

Cos

£59.00

297

67%

2015 March

Top

Family

£850.00

242

35%

22%

2015 March

Top

Karen Millen

£145.00

50%

55%

2015 March

Top

Laurence Doligé

£130.00

32%

37%

2015 March

Top

£40.00

18%

99%

2015 March

Top

Second Female

£207.00

33%

73%

2015 March

Top

Topshop

£32.00

17%

13%

2015 March

Trousers

ASOS

£35.00

48%

58%

2015 March

Trousers

Karen Millen

£180.00

244

46%

36%

2015 March

Trousers

The Kooples

£255.00

24%

32%

131

DESN3660

Year

201009275

Month

Product Type

Brand

2015 March

Trousers

Whistles

2015 June

Dress

Calvin Klein

2015 June

Dress

Diane Von Furstenberg

2015 June

Dress

Gucci

2015 June

Dress

Hugo Boss

2015 June

Dress

Karen Millen

2015 June

Dress

Llunaa

2015 June

Dress

2015 June

Dress

2015 June 2015 June

Price (£) £180.00

H (°)

S (%)

V (%)

10%

81%

£1,620.00

93%

£498.00

215

59%

71%

£2,950.00

20%

16%

£530.00

95%

£180.00

202

86%

39%

£95.00

105

42%

52%

Luisa Cerano

£289.00

99%

Maje

£269.00

10%

98%

Dress

Marie France Van Damme

£415.00

15%

93%

Dress

Sea NY

£315.00

16%

2015 June

Dress

Topshop

£48.00

26%

16%

2015 June

Dress

Vita Kin

£1,100.00

90%

85%

2015 June

Dress

Zadig & Voltaire

£360.00

12%

96%

2015 June

Jeans

Jole

£175.00

204

65%

2015 June

Jumpsuit

Monki

£50.00

13%

94%

2015 June

Jumpsuit

Whistles

£175.00

281

20%

23%

2015 June

Knitwear

LK Bennett

£165.00

32%

55%

2015 June

Knitwear

Mother of Pearl

£450.00

212

32%

67%

2015 June

Outerwear ASOS

£130.00

52%

20%

2015 June

Outerwear Isa Arfen

£885.00

32%

14%

2015 June

Outerwear Joseph

£495.00

11%

98%

2015 June

Outerwear Joseph

£345.00

232

16%

50%

2015 June

Outerwear Paul Smith

£875.00

47%

69%

2015 June

Outerwear River Island

£65.00

14%

67%

2015 June

Outerwear Tory Burch

£1,360.00

26%

85%

2015 June

Shorts

Bennetton

£27.00

46%

45%

2015 June

Shorts

GAP

£34.95

222

14%

72%

2015 June

Shorts

H&M

£29.99

33%

2015 June

Shorts

J Brand

£180.00

59%

43%

2015 June

Shorts

J Crew

£65.00

33%

2015 June

Shorts

Rabens Saloner

£143.00

24%

68%

2015 June

Shorts

Talitha

£298.00

23%

42%

2015 June

Skirt

Carven

£290.00

83%

77%

2015 June

Skirt

Dosa

£460.00

56%

14%

2015 June

Skirt

Frame

£320.00

12%

96%

2015 June

Skirt

Maje

£239.00

12%

94%

2015 June

Skirt

Michael Michael Kors

2015 June

Skirt

Sacai

2015 June

Skirt

2015 June

Top

2015 June

Top

American Vintage

2015 June

Top

Basler

2015 June

Top

Bennetton

2015 June

Top

CH Carolina Herrera

2015 June

Top

Chloé

£120.00

97%

£11,145.00

88%

Topshop

£32.00

12%

97%

ASOS

£35.00

66%

83%

£48.00

90%

86%

£199.00

91%

£27.00

10%

97%

£180.00

93%

£1,190.00

105

11%

70%

132

DESN3660

Year

201009275

Month

Product Type

Brand

2015 June

Top

Christopher Kane

2015 June

Top

2015 June

Top

2015 June 2015 June

Price (£)

H (°)

S (%)

V (%)

£1,895.00

239

13%

52%

Club Monaco

£135.00

16%

79%

Current/Elliott

£105.00

95%

Top

Emilio Pucci

£640.00

84%

83%

Top

Equipment

£115.00

25%

14%

2015 June

Top

Free People

£78.00

223

11%

56%

2015 June

Top

Isabel Marant

£680.00

75%

59%

2015 June

Top

Kirei

£150.00

18%

78%

2015 June

Top

Laurence Doligé

£120.00

22%

39%

2015 June

Top

Laurence Doligé

£184.00

121

36%

51%

2015 June

Top

Paul Smith

£309.00

90%

2015 June

Top

River Island

£23.00

13%

89%

2015 June

Top

River Island

£32.00

317

18%

21%

2015 June

Top

Sandro

£175.00

21%

32%

2015 June

Top

Sea NY

£240.00

251

43%

36%

2015 June

Top

The Jetset Diaries

£110.00

94%

2015 June

Top

Tibi

£261.00

78%

2015 June

Top

Tibi

£335.00

12%

84%

2015 June

Top

Topshop

£34.00

12%

90%

2015 June

Top

Vanessa Bruno

£155.00

161

77%

2015 June

Top

Vitamin A

£105.00

166

53%

2015 June

Top

Warehouse

£24.00

10%

99%

2015 June

Top

Whistles

£160.00

18%

80%

2015 June

Top

Zadig & Voltaire

£210.00

25%

82%

2015 June

Top

Zadig & Voltaire

£290.00

10%

92%

2015 June

Trousers

Duro Olowu

£910.00

68%

92%

2015 June

Trousers

Chalayan

£445.00

82%

80%

2015 June

Trousers

Escada

£375.00

93%

2015 June

Trousers

Jonathan Saunders

£660.00

216

28%

55%

2015 June

Trousers

Maje

£209.00

355

46%

55%

2015 June

Trousers

Osman

£575.00

354

25%

10%

2015 June

Trousers

Roksanda

£720.00

76%

87%

2015 June

Trousers

Self Portrait

£165.00

83%

73%

2015 June

Trousers

Suno

£420.00

10%

59%

£1,615.00

40%

11%

2015 September Dress

Anthony Vaccarello

2015 September Dress

Cos

£89.00

70%

43%

2015 September Dress

Cos

£115.00

18%

66%

2015 September Dress

French Connection

£110.00

45%

2015 September Dress

Hunter

£290.00

194

48%

42%

2015 September Dress

Karen Millen

£199.00

82%

68%

2015 September Jeans

7 For All Mankind

£250.00

230

16%

61%

2015 September Jeans

Simon Miller

£210.00

14%

63%

2015 September Jeans

Vanessa Seward

£170.00

331

23%

16%

2015 September Knitwear

Adam Lippes

£1,320.00

23%

92%

2015 September Knitwear

Alexander McQueen

£995.00

53%

12%

2015 September Knitwear

ASOS

£30.00

198

51%

29%

133

DESN3660

Year

201009275

Month

Product Type

Brand

2015 September Knitwear

H&M

2015 September Knitwear 2015 September Knitwear

Price (£)

H (°)

S (%)

V (%)

£24.99

52%

Jil Sander

£790.00

41%

Jonathan Saunders

£395.00

98%

2015 September Knitwear

Orla Kiely

£239.00

160

18%

66%

2015 September Knitwear

Tommy Hilfiger

£365.00

78%

41%

2015 September Outerwear American Retro

42%

£415.00

17%

92%

2015 September Outerwear ASOS

£70.00

75%

51%

2015 September Outerwear Coach

£1,900.00

43%

13%

2015 September Outerwear Gerard Darel

£560.00

10%

85%

2015 September Outerwear H&M

£120.00

68%

62%

2015 September Outerwear H&M

£119.99

78%

42%

2015 September Outerwear Hilfiger Collection

£1,500.00

25%

83%

2015 September Outerwear Hunter

£420.00

71%

68%

2015 September Outerwear Isa Arfen

£702.00

51%

25%

2015 September Outerwear Karl Lagerfeld

£595.00

37%

12%

2015 September Outerwear Marks & Spencer

£129.00

42%

32%

2015 September Outerwear Reiss

£235.00

21%

57%

2015 September Outerwear Reiss

£595.00

49%

20%

2015 September Outerwear Sonia Rykiel

£1,050.00

61%

65%

2015 September Outerwear Theory

£1,910.00

13%

17%

£335.00

224

67%

37%

£65.00

22%

19%

£295.00

331

23%

16%

2015 September Outerwear Three Floor 2015 September Outerwear Topshop 2015 September Outerwear Vanessa Seward 2015 September Shorts

Reiss

£95.00

21%

57%

2015 September Skirt

Christopher Kane

£425.00

322

20%

2015 September Skirt

Être Cécile

£165.00

10%

15%

2015 September Skirt

H&M

£129.00

45%

32%

2015 September Skirt

Michael Kors

£1,005.00

33%

12%

2015 September Skirt

Pinko

£164.00

46%

47%

2015 September Skirt

Topshop

£85.00

227

16%

51%

2015 September Top

7 For All Mankind

£180.00

269

31%

2015 September Top

Bimba Y Lola

£215.00

97%

2015 September Top

Carven

£390.00

22%

76%

2015 September Top

Chloé

£740.00

47%

89%

2015 September Top

Ermanno Scervino

£750.00

15%

80%

2015 September Top

Essentiel Antwerp

£115.00

285

29%

2015 September Top

French Connection

£110.00

10%

96%

2015 September Top

John Lewis

£79.00

97%

2015 September Top

Masscob

£235.00

30%

2015 September Top

Miuniku

£460.00

13%

91%

2015 September Top

Simon Miller

£635.00

274

16%

17%

2015 September Top

Tara Jarmon

£225.00

93%

84%

2015 September Top

Topshop

£38.00

74%

78%

2015 September Top

Topshop

£38.00

359

31%

34%

2015 September Top

Urban Outfitters

£46.00

18%

2015 September Top

Vilshenko

£550.00

31%

62%

134

DESN3660

Year

201009275

Month

Product Type

Brand

2015 September Top

Wallis

2015 September Top 2015 September Trousers

Price (£)

H (°)

S (%)

V (%)

£35.00

11%

21%

Winser London

£195.00

355

79%

76%

Amanda Wakeley

£395.00

18%

70%

2015 September Trousers

DKNY

£295.00

87%

89%

2015 September Trousers

Isa Arfen

£810.00

144

70%

31%

2015 September Trousers

Norse Projects

£180.00

31%

34%

2015 September Trousers

Ultracor

£140.00

248

16%

27%

2015 September Trousers

Vilshenko

£460.00

41%

81%

2015 December Dress

ASOS

£110.00

27%

77%

2015 December Dress

Atterley

£145.00

303

12%

2015 December Dress

Bottega Veneta

£2,980.00

40%

18%

2015 December Dress

Galvan

£1,185.00

10%

79%

2015 December Dress

Galvan

£875.00

17%

2015 December Dress

Gerard Darel

£215.00

82%

80%

2015 December Dress

Oasis

£45.00

280

20%

14%

2015 December Dress

Ralph Lauren

£2,550.00

17%

96%

2015 December Dress

River Island

£65.00

352

53%

42%

2015 December Dress

Sandro

£200.00

34%

2015 December Dress

Warehouse

£150.00

28%

12%

2015 December Jeans

Tu Es Mon Tresor

£860.00

336

11%

2015 December Jumpsuit

J Crew

£325.00

17%

91%

2015 December Knitwear

& Daughter

£215.00

31%

65%

2015 December Knitwear

Eskandar

£795.00

190

18%

56%

2015 December Knitwear

Jigsaw

£295.00

263

35%

19%

2015 December Knitwear

Joseph

£395.00

19%

92%

2015 December Knitwear

Valentino

£1,300.00

54%

56%

£50.00

63%

85%

2015 December Outerwear Burberry

£5,750.00

15%

96%

2015 December Outerwear Holly Fulton

£2,686.00

44%

95%

2015 December Outerwear Luisa Cerano

£428.00

26%

13%

2015 December Outerwear Miss Selfridge

£49.00

14%

70%

2015 December Outerwear ASOS

2015 December Outerwear New Look

£44.99

34%

2015 December Outerwear Nicole Farhi

£395.00

17%

85%

2015 December Outerwear Philipp Plein

£1,333.00

40%

14%

2015 December Outerwear Polo Ralph Lauren

£170.00

29%

12%

2015 December Outerwear Shrimps

£825.00

311

43%

50%

2015 December Outerwear The Kooples

£295.00

17%

98%

2015 December Skirt

Beulah London

£295.00

200

56%

11%

2015 December Skirt

By Malene Birger

£449.00

74%

89%

2015 December Skirt

Maje

£190.00

352

49%

2015 December Skirt

Miss Selfridge

£39.00

12%

80%

2015 December Skirt

Roksanda

£1,490.00

353

58%

90%

2015 December Skirt

Sandro

£420.00

31%

2015 December Skirt

Stella McCartney

£625.00

20%

91%

2015 December Skirt

Zimmerman

£742.00

44%

2015 December Top

ASOS

£35.00

173

33%

35%

135

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2015 December Top

Bally

£395.00

322

61%

35%

2015 December Top

Baum Und Pferdgarten

£149.00

17%

71%

2015 December Top

CH Carolina Herrera

£270.00

57%

59%

2015 December Top

Escada

£355.00

20%

11%

2015 December Top

Jigsaw

£295.00

19%

88%

2015 December Top

JW Anderson

£1,200.00

39%

11%

2015 December Top

Kate Spade New York

£318.00

19%

86%

2015 December Top

Reiss

£150.00

99%

2015 December Top

River Island

£26.00

44%

17%

2015 December Top

River Island

£35.00

15%

85%

2015 December Top

Sandro

£209.00

53%

2015 December Top

Sea NY

£250.00

352

38%

41%

2015 December Top

Topshop

£29.00

76%

2015 December Top

Winser London

£195.00

22%

19%

2015 December Top

Zimmerman

£490.00

44%

2015 December Trousers

Boohoo

£25.00

353

26%

30%

2015 December Trousers

Dries Van Noten

£430.00

68%

91%

2015 December Trousers

Masscob

£185.00

350

42%

48%

2015 December Trousers

Maison Martin Margiela

£626.00

31%

2015 December Trousers

Tibi

2016 March

Dress

Barbara Casasola

2016 March

Dress

Donna Karan

2016 March

Dress

French Connection

2016 March

Dress

Maje

2016 March

Dress

Marks & Spencer

2016 March

Dress

2016 March

Dress

2016 March 2016 March

£618.00

52%

74%

£1,175.00

83%

91%

£860.00

15%

94%

£95.00

46%

34%

£249.00

75%

£59.00

81%

Rag & Bone

£625.00

18%

17%

Stella McCartney

£835.00

85%

84%

Dress

Three Graces London

£370.00

19%

93%

Dress

Tome

£985.00

230

33%

72%

2016 March

Dress

Whistles

£225.00

10%

94%

2016 March

Jeans

Paige

£216.00

233

15%

33%

2016 March

Jumpsuit

Frame

£1,040.00

72%

41%

2016 March

Jumpsuit

Karen Millen

£235.00

357

18%

19%

2016 March

Knitwear

Dagmar

£359.00

51%

55%

2016 March

Knitwear

H&M

£39.99

33%

20%

2016 March

Outerwear Amanda Wakeley

£1,895.00

19%

81%

2016 March

Outerwear APC

£370.00

301

21%

25%

2016 March

Outerwear Baum Und Pferdgarten

£259.00

78%

2016 March

Outerwear Claudie Pierlot

£420.00

18%

86%

2016 March

Outerwear DKNY

£995.00

31%

19%

2016 March

Outerwear Dries Van Noten

£1,220.00

13%

94%

2016 March

Outerwear Ellery

£1,100.00

31%

12%

2016 March

Outerwear Ellery

£840.00

44%

13%

2016 March

Outerwear H&M

£49.99

13%

79%

2016 March

Outerwear Karen Millen

£350.00

13%

80%

2016 March

Outerwear Miss Sixty

£105.00

256

26%

21%

136

DESN3660

Year

201009275

Month

Product Type

Brand

2016 March

Outerwear Pringle of Scotland

2016 March

Outerwear River Island

2016 March

Skirt

Atea Oceanie

2016 March

Skirt

Emilia Wickstead

2016 March

Skirt

H&M

2016 March

Skirt

Joseph

2016 March

Skirt

Karen Millen

2016 March

Skirt

Maje

2016 March

Skirt

Miss Sixty

2016 March

Skirt

2016 March

Skirt

2016 March 2016 March

Price (£)

H (°)

S (%)

V (%)

£1,195.00

14%

78%

£80.00

14%

78%

£295.00

86%

£790.00

17%

84%

£29.99

355

37%

74%

£1,395.00

40%

£199.00

87%

£269.00

26%

£120.00

253

33%

18%

Peter Pilotto

£770.00

218

62%

44%

Pinko

£169.00

90%

Skirt

Sandro

£175.00

37%

26%

Skirt

Toga

£566.00

337

11%

16%

2016 March

Skirt

Victoria Beckham

£1,350.00

12%

93%

2016 March

Top

Adidas

£30.00

39%

14%

2016 March

Top

Aries

£100.00

90%

2016 March

Top

Carven

£360.00

280

25%

19%

2016 March

Top

Debenhams

2016 March

Top

Ellery

2016 March

Top

2016 March

Top

2016 March 2016 March

£38.00

354

43%

£3,400.00

112

21%

13%

Equipment

£305.00

33%

87%

Ganni

£170.00

18%

21%

Top

H&M

£29.99

355

37%

74%

Top

Jigsaw

£79.00

75%

91%

2016 March

Top

Kate Spade New York

£115.00

211

16%

71%

2016 March

Top

Keji

£195.00

12%

93%

2016 March

Top

La Perla

£362.00

10%

92%

2016 March

Top

La Perla

£150.00

83%

2016 March

Top

Leon Max

£175.00

13%

94%

2016 March

Top

Longchamp

£190.00

94%

2016 March

Top

Marc Cain

£149.00

87%

2016 March

Top

Marina Rinaldi

£324.00

216

75%

2016 March

Top

Milly NY

£235.00

95%

2016 March

Top

Mother of Pearl

£295.00

14%

93%

2016 March

Top

New Look

£14.99

11%

28%

2016 March

Top

Peter Petrov

£269.00

17%

95%

2016 March

Top

Sandro

£155.00

91%

2016 March

Top

Sandro

£155.00

91%

2016 March

Top

Topshop

£42.00

357

20%

17%

2016 March

Top

Tory Burch

£230.00

24%

85%

2016 March

Top

Whistles

£170.00

111

18%

26%

2016 March

Top

Zara

£39.99

46%

52%

2016 March

Trousers

Aries

£255.00

39%

2016 March

Trousers

Cos

£115.00

84%

2016 March

Trousers

Debenhams

£42.00

354

43%

2016 March

Trousers

Ellery

£716.00

308

11%

30%

2016 March

Trousers

MIH Jeans

£245.00

62%

44%

137

DESN3660

Year

201009275

Month

Product Type

Brand

2016 March

Trousers

New Look

2016 March

Trousers

Pringle of Scotland

2016 March

Trousers

Scotch & Soda

2016 March

Trousers

2016 March

Trousers

2016 March 2016 March

Price (£) £17.99

H (°)

S (%)

V (%)

11%

28%

£495.00

14%

92%

£149.95

328

13%

21%

Tibi

£351.00

79%

74%

Vivienne Westwood

£580.00

18%

11%

Trousers

Whistles

£195.00

111

18%

26%

Trousers

Zara

£29.99

46%

52%

2016 June

Dress

Altuzarra

£900.00

63%

99%

2016 June

Dress

Bally

£995.00

50%

92%

2016 June

Dress

Dior

£1,400.00

21%

95%

2016 June

Dress

Ferragamo

£1,255.00

88%

87%

2016 June

Dress

Hugo Boss

£300.00

10%

87%

2016 June

Dress

Oscar de la Renta

£3,423.00

185

28% 100%

2016 June

Dress

Roberta Einer

£2,200.00

192

76%

29%

2016 June

Dress

Roberta Einer

£1,000.00

358

44%

90%

2016 June

Dress

Rosetta Getty

£1,390.00

94%

2016 June

Dress

Simone Rocha

£975.00

29%

13%

2016 June

Dress

Tory Burch

£1,845.00

239

55%

46%

2016 June

Jumpsuit

Ermanno Scervino

£1,040.00

45%

85%

2016 June

Knitwear

Miu Miu

£780.00

310

45%

46%

2016 June

Knitwear

Paco Rabanne

£800.00

25%

95%

2016 June

Knitwear

Sonia Rykiel

£555.00

16%

67%

2016 June

Outerwear Burberry

£1,295.00

31%

93%

2016 June

Outerwear Celine

£3,095.00

58%

93%

2016 June

Outerwear Courreges

£1,535.00

71%

87%

2016 June

Outerwear Daks

£695.00

92%

72%

2016 June

Outerwear Dolce & Gabbana

£1,050.00

137

56%

44%

2016 June

Outerwear Gucci

£2,950.00

224

60%

41%

2016 June

Outerwear H&M

£30.00

41%

24%

2016 June

Outerwear Hilfiger Collection

£790.00

358

23%

17%

2016 June

Outerwear Joseph

£795.00

29%

89%

2016 June

Outerwear Maison Scotch

£185.00

83%

2016 June

Outerwear Sacai

£735.00

103

31%

17%

2016 June

Outerwear Versace

£2,974.00

333

15%

14%

2016 June

Shorts

MIH Jeans

£225.00

12%

94%

2016 June

Skirt

Acne Studios

£500.00

33%

12%

2016 June

Skirt

Emilia Wickstead

£1,290.00

33%

93%

2016 June

Skirt

Frame

£816.00

60%

80%

2016 June

Skirt

Mulberry

£345.00

338

25%

17%

2016 June

Sweatshirt Fila

£50.00

291

26%

23%

2016 June

Top

1205

£378.00

12%

91%

2016 June

Top

Barbara Casasola

£545.00

80%

77%

2016 June

Top

Diane Von Furstenberg

£248.00

270

37%

20%

2016 June

Top

J Crew

£88.00

234

11%

47%

2016 June

Top

JW Anderson

£475.00

236

21%

60%

2016 June

Top

Karen Millen

£125.00

13%

15%

138

DESN3660

Year

201009275

Month

Product Type

Brand

2017 September Outerwear Marni 2017 September Outerwear Max Studio

Price (£)

H (°)

S (%)

V (%)

£7,130.00

12%

62%

£425.00

21%

10%

2017 September Outerwear MaxMara

£3,800.00

80%

65%

2017 September Outerwear MIH Jeans

£1,595.00

59%

30%

2017 September Outerwear Mulberry

£1,430.00

51%

71%

2017 September Outerwear Paul & Joe

£2,360.00

358

35%

30%

2017 September Outerwear Paul Smith

£540.00

219

31%

52%

£610.00

357

26%

15%

£1,465.00

44%

30%

2017 September Outerwear Paul Smith 2017 September Outerwear Stella McCartney 2017 September Outerwear The Kooples

£355.00

68%

18%

2017 September Outerwear Zadig & Voltaire

£405.00

79%

89%

2017 September Skirt

Bimba Y Lola

£150.00

74%

58%

2017 September Skirt

Frame

£486.00

335

25%

18%

2017 September Top

Isa Arfen

£486.00

62%

78%

2017 September Trousers

Marc Cain

£269.00

267

47%

35%

2017 September Trousers

Paul Smith

£260.00

357

26%

15%

2017 December Dress

H&M

£79.99

45%

23%

2017 December Dress

Jil Sander

£1,020.00

91%

2017 December Dress

Nanushka

£330.00

31%

12%

2017 December Dress

Self Portrait

£280.00

13%

89%

2017 December Jeans

River Island

£42.00

93%

2017 December Jumpsuit

Miu Miu

£1,645.00

86%

62%

£270.00

201

20%

37%

2017 December Outerwear AG Adriano Goldschmied 2017 December Outerwear Altuzarra

£3,250.00

31%

11%

2017 December Outerwear Brunello Cucinelli

£3,190.00

28%

18%

2017 December Outerwear Claudie Pierlot

£239.00

91%

2017 December Outerwear Dries Van Noten

£1,415.00

86%

84%

2017 December Outerwear Ellery

£2,138.00

92%

£340.00

212

20%

19%

2017 December Outerwear Frame 2017 December Outerwear Givenchy 2017 December Outerwear H&M 2017 December Outerwear Huishan Zhang 2017 December Outerwear Karen Millen 2017 December Outerwear Levi’s

£2,274.00

90%

£34.99

211

44%

35%

£1,975.00

21%

18%

£199.00

80%

71%

£99.00

207

37%

57%

£2,970.00

68%

37%

2017 December Outerwear Phillip Lim

£710.00

10%

84%

2017 December Outerwear Sportmax

£1,690.00

86%

72%

2017 December Outerwear Michael Kors

2017 December Outerwear Wrangler

£220.00

213

61%

35%

£1,150.00

358

36%

11%

Markus Lupfer

£375.00

11%

Moschino

£940.00

92%

59%

2017 December Skirt

Topshop

£125.00

43%

39%

2017 December Skirt

Vilshenko

£650.00

35%

12%

2017 December Top

Nanushka

£295.00

357

18%

79%

2017 December Top

New Look

£19.99

89%

2017 December Top

Oscar de la Renta

£596.00

2017 December Skirt

Altuzarra

2017 December Skirt 2017 December Skirt

14% 100%

139

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2016 September Top

Loewe

£460.00

22%

13%

2016 September Top

Magda Butrym

£535.00

44%

73%

2016 September Top

Marie Marot

£200.00

73%

2016 September Top

McQ

£295.00

49%

14%

2016 September Top

£24.00

31%

17%

2016 September Top

Polo Ralph Lauren

£129.00

80%

37%

2016 September Top

The Kooples

£150.00

85%

2016 September Top

Vivetta

£325.00

349

15%

2016 September Trousers

Iro

£940.00

47%

17%

2016 September Trousers

Frame

£325.00

138

18%

35%

2016 September Trousers

Scotch & Soda

£119.95

325

29%

15%

2016 December Dress

& Other Stories

£105.00

47%

14%

2016 December Dress

Awake

£1,455.00

82%

85%

2016 December Dress

Ermanno Scervino

£3,607.00

32%

85%

2016 December Dress

Iris & Ink

£225.00

49%

2016 December Dress

Marni

£1,330.00

46%

10%

2016 December Dress

The Vampire’s Wife

£675.00

150

95%

51%

2016 December Jumpsuit

Seren London

£695.00

348

26%

12%

2016 December Knitwear

Cashmere in Love

£169.00

325

27%

28%

2016 December Knitwear

JW Anderson

£425.00

20%

90%

2016 December Knitwear

Marni

£830.00

80%

59%

2016 December Knitwear

Sandro

£199.00

85%

86%

2016 December Knitwear

Uniqlo

£100.00

20%

90%

2016 December Outerwear Attico

£799.00

213

62%

37%

2016 December Outerwear Claudie Pierlot

£420.00

337

14%

11%

2016 December Outerwear Coach

£1,195.00

66%

63%

2016 December Outerwear Courreges

£1,690.00

359

26%

10%

2016 December Outerwear DKNY

£698.00

22%

91%

2016 December Outerwear Frame

£250.00

336

27%

12%

2016 December Outerwear H&M

£99.99

22%

31%

2016 December Outerwear Mango

£89.99

21%

12%

2016 December Outerwear Moncler

£1,660.00

38%

10%

2016 December Outerwear Mr & Mrs Italy

£2,600.00

78%

79%

2016 December Outerwear Racil

£540.00

244

49%

2016 December Outerwear Rosie Assoulin

£845.00

21%

87%

2016 December Outerwear Scotch & Soda

£170.00

32%

79%

£95.00

11%

95%

2016 December Outerwear Topshop 2016 December Skirt

No 21

£195.00

44%

2016 December Top

Me+Em

£165.00

12%

92%

2016 December Top

Miu Miu

£595.00

353

36%

97%

2016 December Top

Raey

£350.00

50%

10%

2016 December Top

Sandro

£175.00

18%

91%

2016 December Top

Tibi

£430.00

95%

2016 December Top

Tibi

£370.00

97%

2016 December Trousers

Amanda Wakeley

£595.00

28%

11%

2016 December Trousers

ASOS

£45.00

316

14%

15%

140

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2016 December Trousers

Cacharel

£337.00

319

12%

2016 December Trousers

Moncler

£785.00

38%

10%

2016 December Trousers

Toni Sailer

£400.00

15%

10%

2016 December Trousers

Vivienne Westwood

£375.00

68%

2017 March

Dress

Ganni

£225.00

306

11%

15%

2017 March

Dress

Keji

£495.00

87%

82%

2017 March

Dress

Marni

£1,910.00

168

97%

50%

2017 March

Dress

Miu Miu

£1,700.00

86%

75%

2017 March

Dress

Stella McCartney

£785.00

52%

67%

2017 March

Jeans

Marni

£350.00

326

17%

21%

2017 March

Jeans

Sandro

£239.00

212

54%

2017 March

Knitwear

Loro Piana

£1,050.00

50%

85%

2017 March

Outerwear Gucci

£2,340.00

38%

49%

2017 March

Outerwear H&M

£69.99

358

35%

24%

2017 March

Outerwear Jil Sander

£1,390.00

96%

2017 March

Outerwear Miu Miu

£1,460.00

336

19%

17%

2017 March

Outerwear Next

£90.00

64%

59%

2017 March

Outerwear Ralph Lauren

£1,260.00

49%

51%

2017 March

Outerwear V by Very

£200.00

23%

18%

2017 March

Skirt

Bella Freud

£490.00

12%

95%

2017 March

Skirt

Hobbs

£129.00

74%

70%

2017 March

Skirt

J Crew

£110.00

63%

73%

2017 March

Skirt

Prada

£1,075.00

53%

12%

2017 March

Top

Alex Mullins

£238.00

11%

92%

2017 March

Top

Baum Und Pferdgarten

£129.00

270

34%

23%

2017 March

Top

Beaufille

£575.00

11%

96%

2017 March

Top

Jigsaw

£79.00

25%

15%

2017 March

Top

Lindex

£24.99

253

75%

2017 March

Top

Marques Almeida

£310.00

322

14%

74%

2017 March

Top

Molly Goddard

£295.00

79%

82%

2017 March

Top

Paul Smith

£480.00

94%

2017 March

Top

Rixo

£185.00

18%

11%

2017 March

Top

Teija

£385.00

54%

67%

2017 March

Top

Tibi

£870.00

88%

2017 March

Top

Topshop

£35.00

34%

80%

2017 March

Trousers

Baum Und Pferdgarten

£159.00

10%

90%

2017 March

Trousers

Isabel Marant

£378.00

347

18%

12%

2017 March

Trousers

Mango

£99.00

44%

18%

2017 March

Trousers

Peter Petrov

£425.00

67%

70%

2017 March

Trousers

Rag & Bone

£390.00

96%

2017 March

Trousers

Rixo

£155.00

18%

11%

2017 March

Trousers

Sea NY

£405.00

60%

66%

2017 March

Trousers

Tibi

£545.00

28%

12%

2017 June

Dress

& Other Stories

£95.00

311

16%

12%

2017 June

Dress

Amanda Wakeley

£795.00

262

27%

34%

2017 June

Dress

Bimba Y Lola

£210.00

239

35%

57%

141

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

2017 June

Dress

Daks

£429.00

2017 June

Dress

Diesel

2017 June

Dress

Duro Olowu

2017 June

Dress

Ellery

2017 June

Dress

Gul Hurgel

2017 June

Dress

2017 June

Dress

2017 June

Dress

Marni

2017 June

Dress

Marques Almeida

2017 June

Dress

MSGM

2017 June

Dress

Roksanda

2017 June

Jeans

Levi’s

2017 June

Outerwear Ba&sh

2017 June

Outerwear Caroline Charles

2017 June

Shorts

Calvin Klein

2017 June

Shorts

Guess

2017 June

Shorts

Kate Spade New York

2017 June

Skirt

Alberta Ferretti

2017 June

Skirt

Dodo Bar Or

2017 June

Skirt

2017 June

Top

2017 June

Top

Gant

2017 June

Top

J Crew

2017 June

Top

Johanna Ortiz

£665.00

2017 June

Top

Michael Kors

£385.00

2017 June

Trousers

Emilia Wickstead

£790.00

2017 June

Trousers

V by Very

£30.00

H (°)

S (%)

V (%)

98%

£200.00

53%

22%

£1,750.00

357

71%

86%

£1,800.00

61%

91%

£665.00

62%

81%

Longchamp

£550.00

29%

91%

Mango

£170.00

81%

91%

£1,330.00

52%

33%

£727.00

88%

89%

£335.00

220

44%

37%

£1,295.00

25%

91%

£110.00

91%

£355.00

35%

19%

£695.00

267

24%

39%

£70.00

245

25%

30%

£55.00

37%

43%

£295.00

95%

£1,095.00

94%

£220.00

40%

66%

McQ

£295.00

325

20%

21%

Caroline Constas

£364.00

146

33%

31%

£55.00

12%

91%

£64.00

265

30%

24%

93%

247

18%

46%

38%

93%

2017 September Dress

Peter Jensen

£325.00

58%

38%

2017 September Knitwear

Le Kilt

£540.00

38%

64%

£3,500.00

14%

95%

£350.00

37%

78%

£325.00

74%

58%

£1,395.00

16%

56%

2017 September Outerwear Akris 2017 September Outerwear Ba&sh 2017 September Outerwear Bimba Y Lola 2017 September Outerwear Burberry 2017 September Outerwear Diesel

£420.00

69%

18%

2017 September Outerwear Diesel

£550.00

40%

10%

£5,110.00

84%

40%

£587.00

335

25%

18%

2017 September Outerwear Hilfiger Collection

£1,440.00

272

33%

23%

2017 September Outerwear Isabel Marant

£2,845.00

359

15%

19%

2017 September Outerwear Etro 2017 September Outerwear Frame

2017 September Outerwear Marc Cain 2017 September Outerwear Marni 2017 September Outerwear Max Studio

£375.00

267

47%

35%

£7,130.00

12%

62%

£425.00

21%

10%

2017 September Outerwear MaxMara

£3,800.00

80%

65%

2017 September Outerwear MIH Jeans

£1,595.00

59%

30%

2017 September Outerwear Mulberry

£1,430.00

51%

71%

2017 September Outerwear Paul & Joe

£2,360.00

358

35%

30%

142

DESN3660

Year

201009275

Month

Product Type

Brand

2017 September Outerwear Paul Smith 2017 September Outerwear Paul Smith 2017 September Outerwear Stella McCartney

Price (£)

H (°)

S (%)

V (%)

£540.00

219

31%

52%

£610.00

357

26%

15%

£1,465.00

44%

30%

2017 September Outerwear The Kooples

£355.00

68%

18%

2017 September Outerwear Zadig & Voltaire

£405.00

79%

89%

2017 September Skirt

Bimba Y Lola

£150.00

74%

58%

2017 September Skirt

Frame

£486.00

335

25%

18%

2017 September Top

Isa Arfen

£486.00

62%

78%

2017 September Trousers

Marc Cain

£269.00

267

47%

35%

2017 September Trousers

Paul Smith

£260.00

357

26%

15%

2017 December Dress

H&M

£79.99

45%

23%

2017 December Dress

Jil Sander

£1,020.00

91%

2017 December Dress

Nanushka

£330.00

31%

12%

2017 December Dress

Self Portrait

£280.00

13%

89%

2017 December Jeans

River Island

£42.00

93%

2017 December Jumpsuit

Miu Miu

£1,645.00

86%

62%

£270.00

201

20%

37%

2017 December Outerwear AG Adriano Goldschmied 2017 December Outerwear Altuzarra

£3,250.00

31%

11%

2017 December Outerwear Brunello Cucinelli

£3,190.00

28%

18%

2017 December Outerwear Claudie Pierlot

£239.00

91%

2017 December Outerwear Dries Van Noten

£1,415.00

86%

84%

2017 December Outerwear Ellery

£2,138.00

92%

£340.00

212

20%

19%

2017 December Outerwear Frame 2017 December Outerwear Givenchy 2017 December Outerwear H&M 2017 December Outerwear Huishan Zhang 2017 December Outerwear Karen Millen 2017 December Outerwear Levi’s

£2,274.00

90%

£34.99

211

44%

35%

£1,975.00

21%

18%

£199.00

80%

71%

£99.00

207

37%

57%

£2,970.00

68%

37%

2017 December Outerwear Phillip Lim

£710.00

10%

84%

2017 December Outerwear Sportmax

£1,690.00

86%

72%

2017 December Outerwear Michael Kors

2017 December Outerwear Wrangler

£220.00

213

61%

35%

£1,150.00

358

36%

11%

Markus Lupfer

£375.00

11%

Moschino

£940.00

92%

59%

2017 December Skirt

Topshop

£125.00

43%

39%

2017 December Skirt

Vilshenko

£650.00

35%

12%

2017 December Top

Nanushka

£295.00

357

18%

79%

2017 December Top

New Look

£19.99

89%

2017 December Top

Oscar de la Renta

£596.00

2017 December Top

River Island

£55.00

90%

2017 December Top

Versus Versace

£330.00

84%

76%

2017 December Top

Victoria Victoria Beckham

£90.00

96%

2017 December Trousers

ASOS

2017 December Trousers

Marques Almeida

2018 March

Alessandra Rich

2017 December Skirt

Altuzarra

2017 December Skirt 2017 December Skirt

Dress

14% 100%

£35.00

88%

£370.00

36%

15%

£1,525.00

14%

86%

143

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2018 March

Dress

Beulah London

£595.00

206

63%

54%

2018 March

Dress

Borgo de Nor

£640.00

17%

92%

2018 March

Jumpsuit

Luna Del Pinal

£970.00

85%

87%

2018 March

Knitwear

River Island

£36.00

21%

72%

2018 March

Knitwear

The Kooples

£233.00

39%

2018 March

Outerwear 3.1 Phillip Lim

£490.00

311

13%

2018 March

Outerwear APC

£525.00

30%

78%

2018 March

Outerwear Atlein

£1,295.00

37%

88%

2018 March

Outerwear Cos

£135.00

50%

64%

2018 March

Outerwear Ellery

£1,745.00

17%

88%

2018 March

Outerwear Frame

£614.00

81%

2018 March

Outerwear Frame

2018 March

Outerwear Giorgio Armani

2018 March

Outerwear Isa Arfen

2018 March

Outerwear Just Cavalli

2018 March

Outerwear Moschino

2018 March

Outerwear Mulberry

2018 March

Outerwear New Look

2018 March

Outerwear Roberto Cavalli

2018 March

Outerwear Scotch & Soda

2018 March

Outerwear The Kooples

2018 March

Outerwear Valentino

2018 March

Outerwear Vivienne Westwood

2018 March

Skirt

Ashley Williams

2018 March

Skirt

Burberry

2018 March

Skirt

2018 March

Skirt

2018 March

Skirt

Ganni

2018 March

Skirt

H&M

2018 March

Skirt

Joseph

2018 March

Skirt

Le Kilt

2018 March

Skirt

2018 March

Skirt

2018 March 2018 March

£614.00

58%

80%

£1,100.00

227

22%

16%

£570.00

33%

78%

£1,590.00

33%

16%

£2,020.00

21%

14%

£1,310.00

53%

56%

£29.99

82%

74%

£895.00

52%

11%

£274.00

42%

88%

£165.00

259

14%

26%

£695.00

86%

72%

£810.00

33%

75%

£500.00

83%

77%

£695.00

250

29%

15%

Fendi

£2,020.00

56%

81%

Gabriela Hearst

£1,095.00

10%

90%

£295.00

36%

12%

£34.99

272

35%

14%

£345.00

39%

89%

£440.00

238

42%

41%

Maje

£296.00

49%

10%

Maje

£159.00

50%

78%

Skirt

Marni

£710.00

233

33%

41%

Skirt

River Island

£32.00

48%

27%

2018 March

Top

Baum Und Pferdgarten

£59.00

352

58%

82%

2018 March

Top

Ellery

£625.00

197

12%

71%

2018 March

Top

Joseph

£495.00

39%

89%

2018 March

Top

Marques Almeida

£205.00

54%

15%

2018 March

Top

Neil Barrett

£300.00

44%

11%

2018 March

Top

Simone Rocha

£795.00

92%

2018 March

Top

Zadig & Voltaire

£230.00

28%

95%

2018 March

Trousers

3.1 Phillip Lim

£760.00

311

13%

2018 March

Trousers

Ashley Williams

2018 March

Trousers

DSquared2

2018 March

Trousers

Ellery

£500.00

70%

89%

£5,480.00

59%

79%

£710.00

17%

88%

144

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2018 March

Trousers

Frame

£428.00

81%

2018 March

Trousers

Giorgio Armani

£540.00

227

22%

16%

2018 March

Trousers

H&M

£34.99

84%

77%

2018 March

Trousers

Hilfiger Collection

£320.00

72%

92%

2018 March

Trousers

Just Cavalli

£1,345.00

50%

11%

2018 March

Trousers

Louis Vuitton

£1,500.00

32%

10%

2018 March

Trousers

Marni

£800.00

45%

10%

2018 March

Trousers

Marques Almeida

£600.00

27%

74%

2018 March

Trousers

Mulberry

£600.00

53%

56%

2018 March

Trousers

Urban Outfitters

£49.00

84%

66%

2018 June

Dress

Ganni

£430.00

205

70%

65%

2018 June

Dress

Isabel Marant

£860.00

47%

91%

2018 June

Dress

Loup Charmant

£375.00

11%

96%

2018 June

Dress

Rejina Pyo

£725.00

351

50%

84%

2018 June

Dress

Rhode Resort

£265.00

80%

2018 June

Dress

Rixo

£265.00

44%

2018 June

Dress

Simone Rocha

£795.00

12%

89%

2018 June

Jeans

Chanel

£985.00

274

37%

17%

2018 June

Jeans

Diesel

£160.00

272

10%

44%

2018 June

Jeans

Hillier Bartley

£395.00

24%

21%

2018 June

Knitwear

Zara

£90.00

80%

91%

2018 June

Outerwear Gucci

£2,880.00

220

74%

36%

2018 June

Outerwear Marni

£3,990.00

19%

95%

2018 June

Outerwear Michael Michael Kors

£495.00

205

14%

65%

2018 June

Outerwear Richard Quinn

£750.00

44%

2018 June

Outerwear Tod’s

£1,150.00

182

68%

77%

2018 June

Outerwear Valentino

£1,760.00

17%

64%

2018 June

Shorts

DKNY

£70.00

13%

94%

2018 June

Shorts

Marques Almeida

£385.00

44%

39%

2018 June

Shorts

Paul & Joe

£250.00

11%

12%

2018 June

Shorts

Philosophy di Lorenzo Serafini

£450.00

78%

2018 June

Shorts

Sandro

£135.00

140

50%

40%

2018 June

Shorts

Self Portrait

£220.00

31%

18%

2018 June

Skirt

Longchamp

£1,565.00

67%

2018 June

Skirt

Moncler

£995.00

83%

46%

2018 June

Top

Bimba Y Lola

£160.00

185

40%

59%

2018 June

Top

Coach

£225.00

77%

48%

2018 June

Top

H&M

2018 June

Top

Nanushka

2018 June

Top

Topshop

£79.99

51%

13%

£163.00

38%

£42.00

30%

91%

2018 September

Removed from analysis due to differing substrates

2018 December Dress

Ashley Williams

£1,050.00

17%

99%

2018 December Dress

Brock Collection

£767.00

76%

82%

2018 December Dress

Dodo Bar Or

£599.00

22%

18%

2018 December Dress

Emporio Armani

£1,695.00

254

57%

34%

2018 December Dress

Philosophy di Lorenzo Serafini

£1,039.00

28%

88%

145

DESN3660

Year

201009275

Month

Product Type

Brand

Price (£)

H (°)

S (%)

V (%)

2018 December Dress

Pinko

£285.00

62%

96%

2018 December Dress

Rejina Pyo

£695.00

10%

92%

2018 December Dress

The Kooples

£200.00

13%

17%

2018 December Jeans

Alexa Chung

£210.00

358

33%

23%

2018 December Knitwear

Christopher Kane

£525.00

80%

74%

2018 December Knitwear

MSGM

£270.00

62%

£345.00

50%

11%

2018 December Outerwear Claudie Pierlot 2018 December Outerwear Isabel Marant

£770.00

45%

14%

2018 December Outerwear Kwaidan Editions

£4,625.00

47%

65%

2018 December Outerwear Longchamp

£1,495.00

14%

93%

£789.00

57%

80%

2018 December Outerwear River Island

£70.00

2018 December Outerwear Stutterheim

£260.00

83%

73%

2018 December Shorts

Red Valentino

£285.00

50%

2018 December Skirt

Guess

£95.00

50%

2018 December Skirt

Hugo Boss

£449.00

71%

75%

2018 December Skirt

Parosh

£341.00

71%

47%

2018 December Skirt

Prada

£825.00

356

80%

83%

2018 December Top

De La Vali

£295.00

20%

38%

2018 December Top

Kenzo

£175.00

69%

72%

2018 December Top

Marine Serre

£168.00

34%

85%

2018 December Top

MSGM

£185.00

30%

17%

2018 December Top

Paul Smith

£296.00

21%

92%

2018 December Top

Paul Smith

£295.00

17%

93%

2018 December Trousers

French Connection

£90.00

223

32%

49%

2018 December Trousers

Paul Smith

£450.00

18%

96%

2018 December Trousers

Salvatore Ferragamo

£425.00

11%

93%

2018 December Outerwear Luisa Cerano

11% 100%

146

DESN3660

201009275

7.1.2. Market level segmentation Table 4: The mean price of garments for each brand for the segmentation into market levels

Market Level

Brand

Mean Price (£)

Mass market

F&F

£15.00

Mass market

Soul Cal

£19.99

Mass market

Vero Moda

£22.00

Mass market

Lindex

£24.99

Mass market

Beyond Retro

£25.00

Mass market

Boohoo

£25.00

Mass market

H! by Henry Holland

£25.00

Mass market

Rokit

£25.00

Mass market

Vila

£25.00

Mass market

Petit Bateau

£26.25

Mass market

New Look

£28.06

Mass market

Adidas

£30.00

Mass market

Bianca Chandon

£30.00

Mass market

Falke

£30.00

Mass market

Motel

£30.00

Mass market

Vans

£30.00

Mass market

Vintage Renewal

£30.00

Mass market

Uniqlo

£30.73

Mass market

Renewal

£32.00

Mass market

American Apparel

£33.14

Mass market

£34.05

Mass market

Dorothy Perkins

£37.90

Mass market

Bennetton

£37.97

Mass market

Ben Sherman

£40.00

Mass market

Debenhams

£40.00

Mass market

Urban Outfitters

£40.67

Mass market

H&M

£41.24

Mass market

Espirit

£44.50

Mass market

Cimarron

£45.00

Mass market

Lipsy

£45.00

Mass market

Principles by Ben Di Lisi

£45.00

Mass market

Waven

£45.00

Mass market

GAP

£45.84

Mass market

Fila

£50.00

Mass market

Loaded

£50.00

Mass market

Minkpink

£50.00

Mass market

Monki

£50.00

Mass market

River Island

£50.30

Mass market

Quiksilver

£52.50

Mass market

Sisley

£54.94

147

DESN3660

201009275

Market Level

Brand

Mean Price (£)

Mass market

Gant

£55.00

Mass market

Le Coq Sportif

£55.00

Mass market

American Vintage

£59.00

Mass market

Miss Selfridge

£59.00

Mass market

ASOS

£59.02

Mass market

Cécile

£60.00

Mass market

Nümph

£60.00

Mass market

Wallis

£61.25

Mass market

Killah

£61.67

Mass market

Finders Keepers

£62.00

Mass market

Zara

£62.55

Mass market

Topshop

£63.11

Mass market

Mango

£63.41

Mass market

I Love My T’s

£64.00

Mass market

Upper 5th

£65.00

Mass market

Religion

£65.67

Mass market

Warehouse

£69.10

Mass market

Guess

£70.83

Mass market

Sonia by Sonia Rykiel

£71.00

Mass market

5 Preview

£71.67

Mass market

Oasis

£72.00

Mass market

Firetrap

£75.00

Mass market

Levi’s

£75.36

Mass market

Free People

£78.00

Mass market

John Lewis

£79.00

Mass market

Aubin & Wills

£83.50

Mass market

Cos

£83.78

Mass market

Hilfiger Denim

£85.00

Mass market

Lee

£85.00

Mass market

Savannah

£85.00

Mass market

Nike

£87.50

Mass market

BZR

£89.00

Mass market

Desigual

£89.00

Mass market

La Redoute

£89.00

Mass market

Lauren

£89.00

Mass market

Banana Republic

£89.72

Mass market

Derek Rose

£90.00

Mass market

Denim & Supply Ralph Lauren

£95.00

Mass market

Llunaa

£95.00

Mass market

Hartford

£95.50

Mass market

Jonathan Saunders Edition

£99.00

148

DESN3660

201009275

Market Level

Brand

Mean Price (£)

Middle market

Laura Ashley

£100.00

Middle market

Won Hundred

£100.00

Middle market

Le Mont St Michel

£101.00

Middle market

& Other Stories

£101.90

Middle market

French Connection

£102.40

Middle market

Marks & Spencer

£103.26

Middle market

Vitamin A

£105.00

Middle market

The Jetset Diaries

£110.00

Middle market

Miss Sixty

£112.50

Middle market

Essentiel Antwerp

£115.00

Middle market

Rebecca London

£115.00

Middle market

V by Very

£115.00

Middle market

Barlow

£119.00

Middle market

Toast

£119.67

Middle market

360 Sweater

£120.00

Middle market

Wild Fox

£122.00

Middle market

Madras

£125.00

Middle market

The North Face

£125.00

Middle market

Monsoon

£125.33

Middle market

Me+Em

£126.50

Middle market

TBA

£129.80

Middle market

Willow

£130.00

Middle market

Arnsdorf

£135.00

Middle market

Closed

£135.00

Middle market

Ella Moss

£135.00

Middle market

Evil Twin

£135.00

Middle market

Replay

£135.00

Middle market

Smyth & Gibson

£135.00

Middle market

Pebelle

£138.00

Middle market

Comptoir des Cotonniers

£139.00

Middle market

Denham

£139.90

Middle market

Theysken’s Theory

£140.00

Middle market

Ultracor

£140.00

Middle market

Whyred

£140.00

Middle market

Rabens Saloner

£143.00

Middle market

Brora

£144.00

Middle market

Laurence Doligé

£144.67

Middle market

Atterley

£145.00

Middle market

Bstore

£145.00

Middle market

Filles

£145.00

Middle market

Franklin & Marshall

£145.00

149

DESN3660

201009275

Market Level

Brand

Mean Price (£)

Middle market

Ralph Lauren Pink Pony

£145.00

Middle market

Velvet

£147.33

Middle market

Joules

£149.00

Middle market

Kirei

£150.00

Middle market

Maison Kitsuné

£150.00

Middle market

Thomas Pink

£150.00

Middle market

Twenty8Twelve

£150.00

Middle market

Zoe Karssen

£150.00

Middle market

Baum Und Pferdgarten

£151.00

Middle market

Lacoste

£152.33

Middle market

LF Markey

£154.00

Middle market

Stella Jean

£154.00

Middle market

Les Petites

£155.00

Middle market

Loft

£155.00

Middle market

Juicy Couture

£156.67

Middle market

Gold Hawk

£157.00

Middle market

Duffy

£159.00

Middle market

Lucza

£160.00

Middle market

Soler

£160.00

Middle market

Joie

£162.50

Middle market

G-Star Raw

£163.43

Middle market

Hunkydory

£164.00

Middle market

Être Cécile

£165.00

Middle market

Finery London

£165.00

Middle market

Wrangler

£165.00

Middle market

Bassike

£167.50

Middle market

Hobbs

£167.67

Middle market

Marine Serre

£168.00

Middle market

Cashmere in Love

£169.00

Middle market

Nicole Miller

£170.00

Middle market

Jigsaw

£172.08

Middle market

Superdry

£174.00

Middle market

Leon Max

£175.00

Middle market

Shakuhachi

£175.00

Middle market

Siwy

£175.00

Middle market

Scotch & Soda

£176.77

Middle market

Aries

£177.50

Middle market

J Crew

£177.50

Middle market

Horace

£178.00

Middle market

Zoe Tee’s

£178.00

Middle market

Club Monaco

£178.75

150

DESN3660

201009275

Market Level

Brand

Mean Price (£)

Middle market

Emporio Armani Red

£179.00

Middle market

True Religion

£179.00

Middle market

Kookaï

£180.00

Middle market

Norse Projects

£180.00

Middle market

Whistles

£181.94

Middle market

Opening Ceremony

£185.00

Middle market

Karen Millen

£186.24

Middle market

Hoss Intropia

£187.33

Middle market

Pyrus

£189.00

Middle market

Maison Scotch

£191.33

Middle market

All Saints

£192.50

Middle market

Agnès B

£195.00

Middle market

Coast

£195.00

Middle market

Monreal London

£195.00

Middle market

No 21

£195.00

Middle market

Orlebar Brown

£195.00

Middle market

Winser London

£195.00

Middle market

Sand

£195.67

Middle market

7 For All Mankind

£196.28

Middle market

Biba

£197.00

Middle market

Ally Capellino

£199.00

Middle market

Basler

£199.00

Middle market

Bruuns Bazaar

£199.00

Middle market

Hudson Jeans

£200.00

Middle market

Marie Marot

£200.00

Middle market

Marina

£200.00

Middle market

Rixo

£201.67

Middle market

Chinti & Parker

£203.33

Middle market

Sass & Bide

£204.00

Middle market

Second Female

£207.00

Middle market

Lauren by Ralph Lauren

£207.50

Middle market

Tara Jarmon

£207.50

Middle market

Ikks

£209.00

Middle market

Bimba Y Lola

£209.29

Middle market

Alexa Chung

£210.00

Middle market

Masscob

£210.00

Middle market

La Mania

£212.00

Middle market

Orla Kiely

£214.50

Middle market

J Brand

£214.60

Middle market

& Daughter

£215.00

Middle market

Issa

£216.00

151

DESN3660

201009275

Market Level

Brand

Mean Price (£)

Middle market

APC

£216.07

Middle market

Banjo & Matilda

£219.00

Middle market

Fahri

£220.00

Middle market

Odd Molly

£220.00

Middle market

Carin Wester

£220.33

Middle market

Barbour

£224.00

Middle market

Iris & Ink

£225.00

Middle market

Gerard Darel

£228.46

Middle market

Marc O’Polo

£229.00

Middle market

Reiss

£229.17

Middle market

Craft

£230.00

Middle market

Gryphon

£230.00

Middle market

Heidi Klein

£230.00

Middle market

Current/Elliott

£230.75

Middle market

AG Adriano Goldschmied

£230.80

Middle market

Paige

£231.67

Middle market

Vanessa Seward

£232.50

Middle market

Elizabeth and James

£235.00

Middle market

Folk

£235.00

Middle market

Milly NY

£235.00

Middle market

YMC

£235.00

Middle market

Alex Mullins

£238.00

Middle market

Clarissa Labin

£239.00

Middle market

Stolen Girlfriends Club

£239.00

Middle market

The Kooples

£239.89

Middle market

Christopher Waller

£240.00

Middle market

Sandro

£240.92

Middle market

Mother

£241.00

Middle market

See by Chloé

£242.33

Middle market

MM6 Maison Martin Margiela

£245.00

Middle market

Yasmin Kianfar

£245.00

Middle market

Crumpet

£247.50

Middle market

MSGM

£247.50

Middle market

Dagmar

£249.50

Middle market

Elie Tahari

£250.00

Middle market

Maje

£250.53

Middle market

Michael Michael Kors

£251.00

Middle market

Day Birger et Mikkelsen

£252.50

Middle market

Goldsign

£253.00

Middle market

Étoile Isabel Marant

£255.00

Middle market

Diesel

£256.50

152

DESN3660

201009275

Market Level

Brand

Mean Price (£)

Middle market

Anya Hindmarch

£257.00

Middle market

Tucker

£257.50

Middle market

Emma Cook

£257.67

Middle market

Stutterheim

£260.00

Middle market

Stefanel

£262.50

Middle market

Nanushka

£262.67

Middle market

Christian Blanken

£263.00

Middle market

Massimo Dutti

£265.00

Middle market

Obakki

£265.00

Middle market

Rhode Resort

£265.00

Middle market

Kate Spade New York

£265.75

Middle market

McQ

£267.00

Middle market

Palmer Harding

£267.00

Middle market

Antipodium

£268.00

Middle market

By Malene Birger

£269.13

Middle market

Equipment

£269.71

Middle market

LPBG

£270.00

Middle market

VW Anglomania

£270.33

Middle market

Self Portrait

£271.00

Middle market

American Retro

£271.78

Middle market

Sinha-Stanic

£272.33

Middle market

Philosophy Di Alberta Ferretti

£274.00

Middle market

Ballantyne

£275.00

Middle market

Ganni

£280.00

Middle market

Surface to Air

£280.00

Middle market

Paul & Joe Sister

£281.50

Middle market

Pinko

£282.67

Middle market

Atea Oceanie

£287.50

Middle market

Armand Basi One

£288.00

Middle market

Jaeger

£288.18

Middle market

Armani Exchange

£289.50

Middle market

Rika

£290.33

Middle market

Markus Lupfer

£291.33

Middle market

Victoria Victoria Beckham

£292.50

Middle market

Olatz

£293.00

Middle market

Claudie Pierlot

£294.00

Middle market

Antik Batik

£295.00

Middle market

De La Vali

£295.00

Middle market

Flaminia Saccucci

£295.00

Middle market

Molly Goddard

£295.00

Middle market

TSE

£295.00

153

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Market Level

Brand

Mean Price (£)

Middle market

Talitha

£298.00

Middle market

2nd Day

£299.00

Middle market

Jofama

£299.00

Middle market

Jean-Pierre Braganza

£300.00

Middle market

Mr Start

£300.00

Middle market

Neil Barrett

£300.00

Middle market

Zeus & Dione

£300.00

Middle market

Moschino Cheap & Chic

£302.50

Middle market

DVF

£305.00

Middle market

Tommy Hilfiger

£306.71

Middle market

Edun

£310.00

Middle market

Eleven Paris

£310.00

Middle market

Graham & Spencer

£313.50

Middle market

Trademark

£314.00

Middle market

Saloni

£315.00

Middle market

Cacharel

£316.00

Middle market

Lisa Marie Fernandez

£317.00

Middle market

Sea NY

£318.33

Middle market

Gestuz

£320.00

Middle market

Stylein

£320.00

Middle market

Irwin & Jordan

£323.00

Middle market

Marina Rinaldi

£324.00

Middle market

Melissa Odabash

£325.00

Middle market

Peter Jensen

£325.00

Middle market

Spijkers en Spijkers

£326.00

Middle market

Dietas

£330.00

Middle market

Three Floor

£335.00

Middle market

Vanessa Bruno

£337.00

Middle market

MIH Jeans

£337.67

Middle market

Kenzo

£337.83

Middle market

Parosh

£341.00

Middle market

Marc by Marc Jacobs

£342.50

Middle market

Keji

£345.00

Middle market

Lot

£345.00

Middle market

Maiyet

£345.00

Middle market

Aspesi

£346.25

Middle market

Peter Petrov

£347.00

Middle market

CH Caroline Herrera

£347.14

Middle market

LK Bennett

£349.29

Middle market

Raey

£350.00

Middle market

Zadig & Voltaire

£351.56

154

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Market Level

Brand

Mean Price (£)

Middle market

Marc Cain

£353.67

Middle market

La Perla

£354.00

Middle market

Erika Cavallini Semi Couture

£355.00

Middle market

Files À Papa

£355.00

Middle market

Hunter

£355.00

Middle market

Red Valentino

£357.00

Middle market

Caroline Constas

£364.00

Middle market

Studio Nicholson

£365.00

Middle market

Carven

£368.57

Middle market

Hache

£370.00

Middle market

Three Graces London

£370.00

Middle market

Nakkna

£373.00

Middle market

ALC

£375.00

Middle market

Loup Charmant

£375.00

Middle market

Camilla & Marc

£376.33

Middle market

Yeojin Bae

£377.50

Middle market

1207

£378.00

Middle market

Muubaa

£379.00

Middle market

Bella Freud

£380.00

Middle market

Hugo Boss

£383.78

Middle market

Marques Almeida

£384.11

Middle market

DKNY

£384.40

Middle market

Luisa Cerano

£384.60

Middle market

Teija

£385.00

Middle market

Diane Von Furstenberg

£388.10

Middle market

Alexis Barrell

£395.00

Middle market

Alice by Temperley

£395.00

Middle market

Christopher Raeburn

£395.00

Middle market

Hillier Bartley

£395.00

Middle market

Katherine Hooker

£395.00

Middle market

Kirsty Doyle

£395.00

Middle market

Ports 1961

£395.00

Middle market

Polo Ralph Lauren

£395.71

Middle market

Toni Sailer

£400.00

Middle market

Dodo Bar Or

£409.50

Middle market

Marie France Van Damme

£415.00

Middle market

Ostwald Helgason

£415.00

Middle market

Thierry Colson

£416.50

Middle market

Acne Studios

£417.61

Middle market

Jasmine Di Milo

£420.00

Middle market

Simon Miller

£422.50

155

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Market Level

Brand

Mean Price (£)

Middle market

Max Studio

£425.00

Middle market

Paul Smith

£426.64

Middle market

L’Agence

£433.83

Middle market

Raoul

£435.00

Middle market

M Missoni

£442.50

Middle market

Beulah London

£445.00

Middle market

Mother of Pearl

£447.43

Middle market

Jeannie McQueeny

£450.00

Middle market

Josh Goot

£450.00

Middle market

Dosa

£460.00

Middle market

Isla Arfen

£460.00

Middle market

Miuniku

£460.00

Middle market

Lotta Stensson

£470.00

Middle market

Margaret Howell

£470.00

Middle market

Yigal Azrouel

£470.00

Middle market

Tibi

£473.57

Middle market

Kirsty Ward

£475.00

Middle market

Vince

£475.00

Middle market

Paul & Joe

£476.31

Middle market

Pam Hogg

£480.00

Middle market

Daks

£486.00

Middle market

Sara Berman

£489.00

Middle market

Le Kilt

£490.00

Middle market

Schumacher

£495.00

Middle market

Rag & Bone

£495.56

156

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Market Level

Brand

Mean Price (£)

Luxury market

Frame

£505.15

Luxury market

Alexander Wang

£506.71

Luxury market

Vivienne Westwood

£507.50

Luxury market

Ann Demeulemeester

£515.00

Luxury market

Crista Seya

£515.00

Luxury market

Eudon Choi

£515.00

Luxury market

Sportmax

£515.00

Luxury market

Joseph

£515.58

Luxury market

Maison Martin Margiela

£517.50

Luxury market

Brioni

£520.00

Luxury market

Carine Gilson

£520.00

Luxury market

Peridot London

£520.00

Luxury market

Suno

£528.75

Luxury market

Willo

£530.00

Luxury market

Paule KA

£531.67

Luxury market

Clare Tough

£535.00

Luxury market

Queene & Belle

£535.00

Luxury market

Jonathan Saunders

£539.89

Luxury market

Racil

£540.00

Luxury market

Versus Versace

£550.33

Luxury market

Iro

£551.50

Luxury market

Vilshenko

£553.33

Luxury market

Anna Sui

£565.00

Luxury market

Toga

£566.00

Luxury market

JW Anderson

£568.17

Luxury market

Barbara Bui

£574.00

Luxury market

Beaufille

£575.00

Luxury market

Osman

£575.00

Luxury market

Missoni

£578.00

Luxury market

Ralph Lauren Blue Label

£580.00

Luxury market

Vivienne Westwood Red Label

£586.00

Luxury market

Rick Owens

£592.50

Luxury market

Brooks Brothers

£594.50

Luxury market

Gabriele Colangelo

£595.00

Luxury market

Stella McCartney

£597.84

Luxury market

Nicole Fahri

£598.75

Luxury market

Ashish

£600.00

Luxury market

Hussein Chalayan

£600.00

Luxury market

Rejina Pyo

£602.50

Luxury market

Bliss & Mischeif

£606.50

Luxury market

Allegra Hicks

£610.00

157

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Market Level

Brand

Mean Price (£)

Luxury market

Diesel Black Gold

£610.00

Luxury market

Zimmerman

£616.00

Luxury market

Pringle of Scotland

£621.00

Luxury market

Mary Katrantzou

£625.00

Luxury market

D&G

£634.17

Luxury market

Caroline Charles

£638.33

Luxury market

Borgo de Nor

£640.00

Luxury market

Temperley

£644.50

Luxury market

Clements Ribeiro

£647.00

Luxury market

Roksanda Ilincic

£653.50

Luxury market

Gul Hurgel

£665.00

Luxury market

Johanna Ortiz

£665.00

Luxury market

Sister by Sibling

£670.00

Luxury market

House of Holland

£672.00

Luxury market

BLK DNM

£675.00

Luxury market

The Vampire’s Wife

£675.00

Luxury market

3.1 Phillip Lim

£676.25

Luxury market

Isabel Marant

£681.93

Luxury market

Ashley Williams

£683.33

Luxury market

Vivetta

£683.50

Luxury market

Basso & Brooke

£689.00

Luxury market

Isa Arfen

£690.50

Luxury market

Seren London

£695.00

Luxury market

Escada

£696.00

Luxury market

Au Jour Le Jour

£700.00

Luxury market

John Richmond

£705.00

Luxury market

Shrimps

£710.00

Luxury market

Giles

£720.00

Luxury market

Magda Butrym

£720.00

Luxury market

Longchamp

£720.83

Luxury market

Tu Es Mon Tresor

£722.50

Luxury market

Ghadah

£725.00

Luxury market

Rue du Mail

£725.00

Luxury market

Just Cavalli

£726.14

Luxury market

Tory Burch

£726.67

Luxury market

Vionnet

£729.00

Luxury market

Amanda Wakeley

£735.71

Luxury market

Philosophy di Lorenzo Serafini

£744.50

Luxury market

Peak Performance

£750.00

Luxury market

Rachel Gilbert

£750.00

Luxury market

Richard Quinn

£750.00

158

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Market Level

Brand

Mean Price (£)

Luxury market

Lot 78

£756.50

Luxury market

Simone Rocha

£759.25

Luxury market

Brock Collection

£767.00

Luxury market

Calvin Klein

£767.11

Luxury market

Chalayan

£773.50

Luxury market

Bally

£777.50

Luxury market

Peter Pilotto

£785.00

Luxury market

Protagonist

£790.00

Luxury market

Coach

£792.14

Luxury market

Richard Nicholl

£794.00

Luxury market

Eskandar

£795.00

Luxury market

Attico

£799.00

Luxury market

Loro Piana

£800.00

Luxury market

Paco Rabanne

£800.00

Luxury market

The Row

£800.00

Luxury market

Fyodor Golan

£810.00

Luxury market

Moschino

£816.11

Luxury market

Matthew Williamson

£825.00

Luxury market

Theory

£831.67

Luxury market

Aquascutum

£840.00

Luxury market

Rosie Assoulin

£845.00

Luxury market

Family

£850.00

Luxury market

Peter Som

£860.00

Luxury market

Clemency

£868.00

Luxury market

Tina Kalivas

£875.00

Luxury market

Tod’s

£893.33

Luxury market

Alex Gore Browne

£895.00

Luxury market

Alexis Mabille

£900.00

Luxury market

Emilia Wickstead

£905.00

Luxury market

Giorgio Armani

£913.75

Luxury market

Hakaan

£915.00

Luxury market

Sonia Rykiel

£919.25

Luxury market

Each Other

£935.00

Luxury market

Dries Van Noten

£935.33

Luxury market

Prada

£941.67

Luxury market

Chucs

£945.00

Luxury market

Heohwan Simulation

£945.00

Luxury market

Proenza Schouler

£960.00

Luxury market

MaxMara

£969.17

Luxury market

Luna Del Pinal

£970.00

Luxury market

Roland Mouret

£972.50

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Market Level

Brand

Mean Price (£)

Luxury market

Trager Delaney

£980.00

Luxury market

Tome

£985.00

Luxury market

Duro Olowu

£997.00

Luxury market

Faustine Steinmetz

£999.00

Luxury market

Jean Paul Gaultier

£999.00

Luxury market

Felipe Oliveira Baptista

£1,000.00

Luxury market

Jil Sander

£1,000.86

Luxury market

Omela

£1,002.50

Luxury market

Hilfiger Collection

£1,012.50

Luxury market

Ba&sh

£1,015.00

Luxury market

Antonio Berardi

£1,016.67

Luxury market

Alexander McQueen

£1,020.00

Luxury market

Barbara Casasola

£1,021.25

Luxury market

Karl Lagerfeld

£1,029.50

Luxury market

Galvan

£1,030.00

Luxury market

Tim Soar

£1,040.00

Luxury market

Derek Lam

£1,042.50

Luxury market

Mulberry

£1,047.31

Luxury market

Belstaff

£1,062.50

Luxury market

Agnona

£1,065.00

Luxury market

Tata Naka

£1,069.00

Luxury market

Emporio Armani

£1,087.00

Luxury market

Gabriela Hearst

£1,095.00

Luxury market

Vita Kin

£1,100.00

Luxury market

Dion Lee

£1,137.00

Luxury market

Meadham Kirchoff

£1,148.50

Luxury market

Marios Schwab

£1,161.00

Luxury market

Roksanda

£1,168.33

Luxury market

Boudicca

£1,188.00

Luxury market

Sykes

£1,190.00

Luxury market

Chronicles of Never

£1,192.50

Luxury market

Louis Vuitton

£1,201.88

Luxury market

Dolce & Gabbana

£1,203.14

Luxury market

Moncler

£1,225.25

Luxury market

Victoria Beckham

£1,247.50

Luxury market

Milena Silvano

£1,250.00

Luxury market

Zac Posen

£1,250.00

Luxury market

Ferragamo

£1,255.00

Luxury market

Karl Donoghue

£1,255.00

Luxury market

Alberta Ferretti

£1,288.83

Luxury market

Tom Ford

£1,290.00

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Market Level

Brand

Mean Price (£)

Luxury market

Pedro Del Hierro

£1,293.33

Luxury market

Atlein

£1,295.00

Luxury market

Adam Lippes

£1,320.00

Luxury market

Marc Jacobs

£1,332.50

Luxury market

Philipp Plein

£1,333.00

Luxury market

Rosetta Getty

£1,390.00

Luxury market

Jason Wu

£1,407.00

Luxury market

Yves Saint Laurent

£1,440.71

Luxury market

Huishan Zhang

£1,452.00

Luxury market

Ellery

£1,452.67

Luxury market

Awake

£1,455.00

Luxury market

Marni

£1,457.56

Luxury market

Erdem

£1,475.00

Luxury market

Preen

£1,486.50

Luxury market

Chloé

£1,519.25

Luxury market

Roberto Cavalli

£1,525.00

Luxury market

Altuzarra

£1,532.00

Luxury market

Viktor & Rolf

£1,533.33

Luxury market

DSquared2

£1,549.60

Luxury market

Fitriani

£1,550.00

Luxury market

Christopher Kane

£1,579.00

Luxury market

Blumarine

£1,585.00

Luxury market

Burberry

£1,585.00

Luxury market

Roberta Einer

£1,600.00

Luxury market

Courreges

£1,612.50

Luxury market

Anthony Vaccarello

£1,615.00

Luxury market

Zoe Jordan

£1,620.00

Luxury market

Danielle Romeril

£1,638.00

Luxury market

Donna Karan

£1,645.00

Luxury market

Alessandra Rich

£1,657.00

Luxury market

Gucci

£1,693.64

Luxury market

Celine

£1,721.67

Luxury market

Akris

£1,741.25

Luxury market

Anne Valerie Hash

£1,780.00

Luxury market

Holly Fulton

£1,815.50

Luxury market

Ralph Lauren

£1,855.80

Luxury market

Lanvin

£1,875.00

Luxury market

Miu Miu

£1,883.93

Luxury market

Maria Grachvogel

£1,995.00

Luxury market

Bruno Cucinelli

£2,008.50

Luxury market

Ermanno Scervino

£2,023.38

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Market Level

Brand

Mean Price (£)

Luxury market

Valentino

£2,085.83

Luxury market

Emilio Pucci

£2,098.00

Luxury market

Michael Kors

£2,251.00

Luxury market

Fendi

£2,272.00

Luxury market

Givenchy

£2,274.00

Luxury market

Oscar de la Renta

£2,457.60

Luxury market

Balmain

£2,480.00

Luxury market

Giambattista Valli

£2,507.50

Luxury market

Mr & Mrs Italy

£2,600.00

Luxury market

Versace

£2,656.67

Luxury market

Chanel

£2,705.71

Luxury market

Salvatore Ferragamo

£2,785.00

Luxury market

Azzedine Alaia

£2,945.00

Luxury market

Jitrois

£2,950.00

Luxury market

Sophia Kokosalaki

£3,088.00

Luxury market

Etro

£3,250.00

Luxury market

Loewe

£3,436.00

Luxury market

Bottega Veneta

£3,525.00

Luxury market

Nina Ricci

£3,759.33

Luxury market

Rochas

£3,922.67

Luxury market

Todd Lynn

£3,995.00

Luxury market

Wes Gordon

£4,020.00

Luxury market

Azzaro

£4,302.50

Luxury market

Hermès

£4,393.33

Luxury market

Dior

£4,435.00

Luxury market

Sacai

£4,606.67

Luxury market

Kwaidan Editions

£4,625.00

Luxury market

Naeem Khan

£5,645.00

Luxury market

Stewart Parvin

£7,925.00

Luxury market

Andrew GN

£9,005.00

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7.2. Consumer interviews 7.2.1. Interview guide Value definition What does value mean to you? Value in women’s apparel When buying apparel, in your decision-making process, how do you determine a garments value, beyond monetary value? What factors make a garment valuable? How would you differentiate between two similar garments? What factors would make one more desirable than another and lead you to your choice? Images Have you seen any of these images before? Rank these pictures in order of how valuable you perceive the item to be. How did you come to this decision? What factors led you to identify that this garment was of greater value than this one? Colour in the women’s apparel industry What factors do you think influence colour use in women’s apparel industry? What factors do you think influence women’s apparel brand’s colour choices? Colour and value What connotations do you make with each of these selections of coloured squares? Particularly when considering them in terms of value?

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7.2.2. Interview images Images are of the size in which they were presented to interviewees.

Blouse 2

Blouse 1

Figure 69: Givenchy long sleeved shirt with

Figure 70: Chloé tie neck blouse,

pleated scarf in silk, £1250

£750

(Givenchy, 2018)

(FarFetch, 2018)

Blouse 4

Blouse 3

Figure 71: Gucci silk satin shirt,

Figure 72: Roksanda Mila pussy bow striped

£795

silk blouse, £825

(Gucci, 2018)

(Matches Fashion, 2018)

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Blouse 5

Figure 73: Temperley London Betty

Figure 74: Ted Baker Marther pussy

pussy bow blouse, £495

bow silk-neck top, £149

(FarFetch, 2018)

(Selfridges, 2018)

Blouse 8

Blouse 7

Figure 75: Thoery weekender

Figure 76: Rixo moss pussy bow

neck-tie silk shirt, £315

tiger print blouse, £825

(Selfridges, 2018)

(Rixo, 2018)

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Blouse 9

Figure 77: H&M tie detail satin blouse,

Figure 78: Topshop pussybow blouse ,

£34.99

£29

(H&M, 2018)

(Topshop, 2018)

Blouse 12

Blouse 11

Figure 79: Zara satin blouse with tied bow

Figure 80: Warehouse stripe tie

detail, £29.99

neck blouse, £34

(Zara, 2018)

(Warehouse, 2018)

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Please note, due to colour profile conversions in the exportation of this document, colour samples may have altered from their original measurements. Colour Combination Sheet 1

Figure 81: Colour swatches of 100% saturation and 100% value, sampled at 30Â° hue intervals (original image)

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Colour Combination Sheet 2

Figure 82: Colour swatches of 100% saturation and 50% value, sampled at 30Â° hue intervals (original image)

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Colour Combination Sheet 3

Figure 83: Colour swatches of 50% saturation and 100% value, sampled at 30Â° hue intervals (original image)

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Colour Combination Sheet 4

Figure 84: Colour swatches of 50% saturation and 50% value, sampled at 30Â° hue intervals (original image)

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7.2.3. Participant information sheet

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7.2.4. Participant consent forms

172

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173

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7.2.5. Interview transcripts A:

Interviewer

Interviewee

Interview One: A:

so what does value mean to you

B1: um I feel like sentimentality and meaning are valuable so if something has

a story to it or something intangible that is like um creating meaning that

to an extent is irrelevant of the product or thing itself and um I mean I think

that for me specifically is uh true value

and how would you relate this to apparel and value in the apparel industry

B1:

um I feel like um like in a clothing product value would mean quality um

yeah value is quality yeah I would say quality um value for money I guess

and kind of like a nice product not just like something naff something that

makes you feel something as well as uh being what it is

okay so when buying apparel

B1: yeah A:

when you’re making that decision how do you determine the value beyond

the price you would pay for it so what factors are making it valuable and

if you have two similar products what factors in the buying decision make

you choose one over the other

B1:

okay I think the shop things come from and like the idea of the brand and

the trust of the brand um that can attribute value um like the quality of the

stitching and that and then it’s not got as much um yeah I’d say that

so this now moves onto a short activity, it’s not meant to be strenuous or

really thought provoking just your initial reaction and instinct so there are

twelve printed images in front of you if you can order them low value to

high value not thinking too hard about it just responding to the images

B1: Okay A:

firstly have you seen any of these images before this interview

B1:

no I uh no

A: okay 178

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B1:

oh this is hard like I can’t tell the brand so I don’t know um how to uh start

and I want to touch them like it’s difficult without the fabric

just to clarify starting from low value you have 12 7 3 1 2 8 11 9 10 4 5 6

Figure 85: Blouses in order of perceived value by interviewee 1

B1:

yeah I’d say that I think fabric is probably um a big factor in working out

like how valuable something is so obviously without that this is how I

would have assumed their um value

other than the fabric what other factors led you to this decision

B1:

I feel like this is kind of related to fabric again so for blouse 1 I feel like the

chiffon sleeves just I could just imagine that they’d feel kind of cheap

whereas I feel like blouse 6 and 5 and 4 are all more luxe and kind of have

less like the detailing is more sophisticated compared to like blouse 7 and

the elasticated cuffs on blouse 12

okay so moving on what factors do you think could influence colour use so

what factors do you think make a brand choose a colour over a different

colour B1:

I would say seasonal obviously and um like the influence of the catwalk I

guess but I think like certain brands kind of have certain styles regardless

of uh yeah regardless like depending on who their market is uh

so onto a visual response exercise I will show you a selection of colours 179

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for you to respond to thinking about connotations so what connotations

would you make with what you see on sheet one

B1:

oh okay um they’re all really bright quite summery and bold and they’re

quite out there I guess they are quite like fun and happy if a colour can be

like uh happy yeah

when relating that to value what responses are these colours generating

B1: I uh think like with value that they don’t say like high value or designer um

they’re a bit tacky and too in your face

again so the initial connotations that the colours on sheet 2 are generating

B1:

quite demure I would say a bit muted less fun but more normal if that uh

like more common I guess but I mean it depends on the situation but

there’s nothing that stands out about them

so again bringing that into the context of value

B1:

these are more the kind of colours that you’d see on clothes they’re um

like more valuable than the previous sheet they’re a bit more more like uh

more um like they are bright but less in your face so more wearable and

versatile so definitely more valuable

okay so onto sheet 3 again just your initial response

B1:

these colours are more baby like baby pink and that so these colours are

like um youthful and calming in a sense I guess and like they’re not really

women’s more maybe children’s clothing I’d say so definitely of low value

but I guess it could be summery but still a bit childish

so sheet 4 again starting with your initial connotations

B1:

sheet 4 is very similar to sheet 2 in the sense um that I feel like they just

seem a bit more luxurious a bit more I don’t know just more sophisticated

and finally how you respond to this selection in relation to value

B1:

quite luxury like the rich colours and deep tones make it seem quite

classic and not um maybe like not trend led so it could be an um like an

investment I guess so would warrant a higher value

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Interview Two A:

so what does value mean to you

B2:

value I mean um value for money I suppose so like what I’m actually

getting for my money so like not just the thing but like um what comes with

what I’ve bought like how uh it makes me feel and like how I would um I

don’t know maybe like uh how it would make others think of me I guess

also the quality of the product like um that is also like the tangible aspect

that um makes things valuable yeah

so in relation to clothing women’s apparel specifically and when you’re

buying clothing and making that decision how do you determine that a

garment is valuable beyond its monetary value

B2:

I guess I say probably the quality of it um for me like is it I don’t know like

cheaply made or is it going to be more of an investment I suppose

so if you were deciding between two similar products how would you

differentiate between the two of them what would be the factors that lead

you to choosing one over the other

B2:

um I mean I’d probably think about price like that does definitely have a big

impact but like in relation to other things as well like not necessarily going

for the cheapest all the time I think uh things like uh the brand it comes

from kind of uh warrants a greater price and like if the cheaper one is like

worse quality or has an itchy feel to it or something like that I’d definitely

want to invest particularly with clothing as well because like it’s not even

uh just serving a um purpose like it can impact uh how people think of you

and then like it also needs to be comfortable so its balancing both its uh

practicality I guess and then the more superficial aspects to choose how to

uh you know in differentiating them

so this is now moving on to an image ordering exercise it’s based purely

on initial reaction to the image have you seen any of these images before

B2:

uh no

so there’s twelve images here of blouses and without thinking too much

into it if you could order them from lowest value to highest

B2:

okay I think um yeah not sure but without like feeling them like the uh

texture and weight almost I guess this is how I would yeah how I’d rank them 181

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so just for the recording from the lowest value you’ve got 10 3 8 5 11 1 12

2 7 9 6 and 4 at the highest value

Figure 86: Blouses in order of perceived value by interviewee 2

B2: yes A:

so what factors influenced your decision

B2:

well I would say first of all like the material just from like the picture so I can

see that like blouse 4 is more like what’s the word silky and kind of that

makes it uh look more luxurious and I can uh imagine that it would feel

much softer and um nicer I guess um also I feel like the print like I would

say that blouse 8 looks horribly in your face and um honestly tacky and

really cheap it looks more its just very like bold and um thinking um price

per wear yeah I don’t think you’d wear it much so it should be cheaper I

think definitely not everyone’s cup of tea but then I feel like for example

like 7 looks probably like thicker quality than say like 1 with like the more

chiffon-y type sleeves and then like 10 I would say just looks kind of like I

don’t even know how to explain it kind of like average nothing special um

a bit uh basic I guess

so moving on again what factors do you think influence colour use in

women’s apparel what influences brands to make their choices about 182

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colour B2:

I mean like there’s got to be a market for the clothes they uh produce but

I suppose uh I probably would imagine more like high street to have

maybe like more colour choices like um here blouse 11 looks very bold but

then I feel like you do see like more luxury brands with out there patterns

nowadays so I think that’s probably like what’s current and trend like I

guess so like um was it Burberry yeah did a um oh what was it a pride

collection that was uh quite on topic in the uh current um society so that

like would have obviously been a really strong influence but other than

that I’m not sure um like I don’t know if there is like I don’t know like it’s not

really something I um ever like think about so uh I don’t know if or what uh

would influence that

so this now still focused on colour is just a visual response exercise so

I’m going to show you a series of sheets of colour combinations and if you

could respond with your initial connotations first

B2: okay A:

so this is sheet 1

B2:

I’d say that looks probably it looks more like children’s colours if you know

like not very mature a bit like fun and bold and very youthful yeah youthful

and now responding in terms of value

B2:

it looks more like children’s clothes I’d say so very cheap I uh wouldn’t

associate that with like a more expensive brand

and then sheet 2

B2:

I think that’s more kind of more like I don’t know how to explain it but a

more mature uh palette I guess and tastes I think uh they look uh quite rich

and indulgent uh yeah

and again relating that to value

B2:

they definitely look more expensive maybe because uh they look like

they’re uh for um older people like an older sophisticated generation uh so

you’d assume uh they’d have more oh uh disposable income yeah more

demure and toned down in that sense I suppose

and now onto sheet 3

B2:

um I feel like that looks even though it’s like the same kind of colours as

sheet 1 I feel like it’s more uh toned down and not as bold and like they’re 183

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not screaming at you so much like less loud uh yeah almost quieter uh

colours I guess I feel like it looks a bit more wearable

now responding to that in terms of value

B2:

I feel like 1 and 3 definitely look less expensive like you know it would uh

depend what the colours were like what product they were on but uh just

like on those squares definitely a bit uh cheap and cheerful

and finally sheet 4

B2:

quite similar to sheet 2 but less rich but still like uh still quite deep and

enthralling like mysterious if thatâ&#x20AC;&#x2122;s possible and still uh sophisticated

and then relating that back to value

B2:

that also looks more expensive I feel like you would see it in the high street

but like they look more luxurious so uh maybe like you know high street

brands that uh like imitate more designer brands I feel like

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Interview Three A:

so what does value mean to you

B3:

um I would say like if I’m thinking about value I’d think about things that

were like reasonably priced for the quality that they are or like a uh

reasonable price for what they are like the actual product but also like

where I’m buying it from what that brand means to me and my peers as

well that I guess is like societal value as opposed to like um actual cost

price A:

so now specific to clothing when you’re buying clothing and making that

decision how would you determine that a product was valuable beyond its

monetary value

B3:

um I would say I would judge whether it was valuable based on like how

much I needed and like how much I thought I would wear it in the future

and if like it’s going to last and like I’m actually going to get my money’s

worth with the uh amount I uh like for the number of times I wear it

so if you had to similar garments that you were choosing between how

would you differentiate between the two of them and what factors make

one of those products more desirable than the other

B3:

um hm I feel like price does come into it a bit so if they were like of similar

quality and like uh basically indistinguishable then obviously just the price

but like if it’s coming from a uh better brand or like uh better quality or even

just um like fits nicer then yeah I uh that’s how I’d chose and I guess I don’t

know like stuff like places that I’ve like bought from before are uh I trust

them and like know how the products wear and uh last I guess like it’s a

like element of trust with the brand I guess

next is an ordering task have you seen any of these images before

B3:

no no I haven’t

so there is twelve images here all of blouses and if without over-thinking

just on initial response if you could order them from how you would

perceive them being from lowest value to highest value

B3: okay A:

so just for the recording you have got lowest value at 3 2 8 11 1 7 12 4 5 6

10 9 and what factors led you to your decision 185

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Figure 87: Blouses in order of perceived value by interviewee 3

B3:

um I feel like just by looking at them some of them I think for example the

colours of 3 and 11 the colours are quite like bold so then you’ve got to

think like are these colours like only going to be in fashion for like a more

uh limited amount of time or only at a certain period of time and then I think

so like the colours and then I think things like um looking at the materials

of them like for example number 2 it’s got like the silver rings um and

things like the elastic ruching on number 12 those features I think make

them look cheap and then so like the 1 is very sheer so and like versatility

and then 5 6 10 9 are all like classic colours so you’re going to be able to

wear them for probably like a long time so you can um like invest and like

wearable A:

so stemming from you mentioning colour what do you think influences

colour use in women’s apparel what influences those decisions from the

brand’s perspectives

B3:

um I think obviously a big part of it would be depending on what is in at the

moment obviously so right now there’s a big like everyone is into animal

print at the moment so it’s like meeting what people want and like trends

yeah I guess like the season so like I guess in the summer a brand is uh

more likely to bring out lighter colours uh yeah

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the last exercise is a visual response so from these sheets of colour

combinations just state your initial connotations and response and then

view them in relation to value

B3: okay A:

so here is sheet 1

B3:

um I would say it takes me back to like um primary school so you know

when you would like um get paints and everything would be oh like super

bright bold colours I’d definitely uh associate these with like uh younger

like children

then looking at them with a view of value

B3:

I would say if I saw clothes especially for adults that were this colour these

colours I would associate them more with being cheap

and the same again for sheet 2

B3:

I mean my immediate thought would be that they kind of that it’s just all

quite bland very muted and not in your face uh then for value I uh guess

less cheap than the first sheet uh but yeah actually really quite expensive

and luxurious because even though uh they’re bland to look at as like

squares on a page they are uh quite classic and uh versatile

and sheet 3

B3:

uh very similar to the uh first sheet quite baby-ish and childish and like

friendly like you’d probably see a lot of children’s clothing in these colours

quite light and playful and with uh value um less cheap than the first sheet

they uh strike me as if the uh product would be better quality I’m not sure

why but uh still quite cheap I think

and finally sheet 4

B3:

uh yeah I feel like less bland than sheet 2 uh a bit more interesting to look

at but like thinking about product these are really quite classic staples

quite normal so like I feel like if you are going to invest in an expensive

item you’d want it to be this kind of colour

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Interview Four A:

so what does value mean to you

B4:

to me I guess it has two meanings either money and actual price value

so it’s actual numerical worth yeah or personal value so maybe if it’s like

a family heirloom or I guess the like connotations or memories you have

and like associate with something that can I guess make things more

valuable A:

so refining that to apparel when you buy apparel in your decision making

process how would you determine the value of a product beyond it’s

monetary value

B4:

so my perception has changed yeah as I’ve like gotten older and I um

have a kind of different appreciation for things so it used to be if I liked it I’d

buy it or like if a lot of my uh peers were wearing similar things then I

thought that was how I uh had to dress but now I uh it’s more is the

product of good quality so it will last and my money is actually you know

I’m buying something that the cost actually validates the product I see

buying clothing particularly anything high end and luxurious I see as an

investment will it wear well is it uh versatile does it um complement what I

already own I’d rather buy say an expensive pair of jeans that will last me

years than you know buy a pair because oh that’s so cheap when you think

that it will last four or five washes before stretching and washing

out and then you have to uh replace them it’s almost like thinking

of the cost over a long period of time yes it could be uh expensive now

but then if you buy cheap and have to buy five pairs in a year it’s

actually like uh a worse investment and costs more in the long run and kind

of uh in that sense like will the style last like I don’t want to invest in like a

fad trend

going on from that if you have two similar products how do you differentiate

between the two of them and eventually choose one over the other what

factors make one more desirable than the other

B4:

I guess like um the brand it comes from so like I guess there’s a huge

social acceptance with uh branding and that and like certain uh brands

wearing certain brands kind of asserts your place in uh society but also 188

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like the brand history and heritage and like specialising so uh back to jeans

again you know if you’ve got Levi’s jeans and say Reiss jeans uh they

could be about the same price but Levi’s is a uh denim brand so I’d trust

buying a denim product like trust in the quality and manufacturing of Levi’s

more than Reiss yeah and uh also better fabric and what is going to wear

better how it feels and I guess how it makes you feel like if it fits well and

is uh flattering

so next is an image ordering task which before we begin have you seen

any of these images before

B4:

uh no no

so there are twelve images all of blouses and just on your initial response

if you could order them from lowest value to highest value based on your

personal value perception

B4: okay A:

so for the recording you’ve got starting from the lowest 8 11 4 3 2 1 10 5 9

7 6 12

Figure 88: Blouses in order of perceived value by interviewee 4

B4: yes A:

so what factors led you to your decision

B4:

um it was hard because uh because it’s my own personal perception the 189

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ones that like don’t suit my style or uh tastes I find hard to value or uh put

a price on because uh I don’t like them so would uh think negatively of

them but versatility was a big factor uh I think like the uh blouse 8 to me

that should be worth less and uh cheaper because you are not going to

wear uh that as much as uh blouse 5 I also think with the boldly coloured

animal print uh it’s a fad trend it doesn’t uh have longevity the style of it it

isn’t a classic piece or a timeless piece which uh adds value as well trying

to look at the material because I uh that’s that’s a big indicator of the value

of something I think like quality wise

what do you think influences colour use in women’s apparel so how do

brands determine the colours they use

B4:

I think a lot is very seasonal obviously so to go with the seasons so

summer is bright colourful and winter is more muted uh yeah I and then I

think maybe from like higher value brands so like high street brands like

Topshop and Zara especially they like mimic what more luxury brands uh

are doing to kind of give them that same look and uh appeal and then like

brands like Missguided are uh they’re very good at like copying celebrity

style like uh if Kim Kardashian puts something uh on Instagram or what

ever you’ll be certain Missguided will have a uh copy of it next month I

think in general uh higher value brands go for more dark subtle and classic

with the occasional colourful piece uh because they’re a an investment

they need versatility to be worth the money I guess and it’s a bit more

sophisticated and in keeping with the uh brand identities

So the last exercise is a visual response exercise so from the sheets of

colour samples I am about to show you state your initial connotations and

response first and then review them in terms of value

B4:

yes okay

so here is sheet 1

B4:

very bright very loud very summery I guess fun

and any response in terms of value

B4:

they’re too loud they come across a bit tacky and cheap I think colours

like these would need to be like accent colours uh if they were going to be

of any value I guess

so here is sheet 2 so your initial thoughts feelings and connotations 190

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B4:

so that’s more autumnal to me I prefer it a lot to the first sheet um they’re

more subtle but uh enough colour to brighten up an outfit but uh not so in

your face quite uh classy and sophisticated then in terms of value they’re

really rich and quite luxurious I think so like they uh communicate quite

high value and you uh could imagine this could be from quite a luxury

brand like uh Mulberry

so here is sheet 3

B4:

the same as sheet 1 just too colourful to be of any practical use uh or

wearable at all but I guess they’re a bit more toned down so you could maybe

have like a top or something but uh still a bit bright in a pastel way and uh

it’s slightly more of value than sheet 1 because of it’s a bit more subtle but

still not of great value

and finally sheet 4

B4:

not as rich looking as sheet 2 so same connotations but as far as fashion

goes I uh guess you could say they look a bit washed out uh it kind of

makes me think they’re less well made or of less good quality I guess so

like not that high valuable but better than the colourful sheets uh sheet 1

and 3 but of less value than sheet 2 because there just is not that depth to

the colour uh yeah

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Interview Five A:

so what does value mean to you

B5:

value means like things that mean something to me and things that I hold

certain uh associations to so that could be like a uh reason or memory that

I uh relate to it

bringing that in terms of fashion in particular women’s apparel how would

you determine the value of an item of clothing beyond just it’s monetary

value B5:

material it’s made in definitely uh so like if it’s good quality or like a luxury

material and how well made it is is a big factor uh if I’m going to buy some

thing I’m going to want it to last and be able to wear it for a long time before

it starts to look bad or fall apart uh yeah

if you have two similar garments how would you differentiate between the

two what factors would make one more desirable than the other

B5:

probably the brand if it’s branded it has more value definitely in the eyes of

the consumer uh and that definitely ties in with quality as well so again

better uh materials and feel

so this is an image ordering task which before we begin have you seen

any of these images before

B5:

uh no no I haven’t

so there are twelve images all of blouses and just with your initial response

if you could order them from what you perceive to be of lowest value to

highest value

B5: okay A:

so for the recording you have from low value 3 2 1 8 7 5 11 12 10 4 6 9

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Figure 89: Blouses in order of perceived value by interviewee 5

B5: yeah A:

so what factors led you to your decision

B5:

how classy or formal the shape and style was I guess made them more

uh valuable and also the ones that I thought looked like silk uh but now

thinking about it it uh could be a uh cheap satin effect but as much uh the

material as I can tell from the picture and then a bit of my personal choice

definitely so just how I would think they would look on me

so not necessarily in relation to these images but what factors do you think

influence brands’ colour use in women’s clothing

B5: seasonal definitely uh depending on the item so like workwear has less

colour jeans are like always blues and blacks um society in some sense

so like what is currently happening in the world so like Pride was a big

thing uh in fashion you had like uh I think it was uh Burberry’s pride

collection which was super colourful and uh like the Pride rainbow I guess

so finally is a visual response exercise where I will show you 4 sheets of

colour combinations and if you can state your initial connotations to the

colour combinations and then relate that in terms of value

B5: okay A:

so here is sheet 1 193

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B5:

bright very colourful and vibrant uh not that complementary of each other

so they uh come across quite uh cheap and I guess you’d see them more

uh on children’s clothes maybe not very wearable at all so not high value

the same for sheet 2

B5:

so darker colours more uh dulled down kind of more wintery I would say

and I’m not sure I uh can explain why but definitely more valuable like I

would say these are uh pretty high value colours if they were on clothing

and then sheet 3

B5:

the pastel tones are uh quite calming and soothing whilst also being bright

to some extent uh in terms of value I uh there’s not too much of note really

so uh mid-range like high street nothing luxury I would say

and finally sheet 4

B5:

very similar to two but in fact even darker but somehow not as uh vibrant

if dark colours can be vibrant so I’d say quite uh luxuriousness but uh not

to the extent of sheet 2 but more than sheets 1 and 3

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Interview Six A:

what does value mean to you

B6:

how much something is worth uh so something is more valuable so it’s

more important to me so like uh sentimental or meaningful I would say not

just what it costs

so in terms of fashion and women’s apparel particularly how do you

determine the value of a garment beyond monetary value

B6:

quality uh fit uh if I’ve got other things to go with it like will it become a

staple classic in my wardrobe if it’s uh like well-made and uh where it’s

come from so what brand and if I uh identify with that brand not just in

terms of style but like uh ethos and that yeah

so if you have two similar garments how would you differentiate between

the two of them and what factors make one more desirable than the other

B6:

the feel of it uh things like the whether it’s cheap or not a nice material um

how it will look on me and how it fits whether it looks like it will last

so now this is an image ordering task but before we begin have you seen

any of these images before

B6:

uh no

so here are twelve images if you could order them from what you perceive

to be of lowest value to highest value just with your initial response

B6: okay A:

so for the recording from lowest value you have 2 4 8 7 3 1 12 10 5 6 9 11

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Figure 90: Blouses in order of perceived value by interviewee 6

B6: yes A:

what factors led you to your decision

B6:

the silhouette of them like the shape so if they look like they flow nicer that

to me made them look uh more valuable than the stiff boxy looking ones

also the detail so the neck tie so rather than just button down with a neck

tie which makes it look a little cheap like blouse 7 when it’s more of a

statement it looks a bit more high fashion and higher value so number

9 the shape is more unique so it looks a bit more exclusive like something

you couldn’t just get at a normal shop the colours so like white and pink

makes them look a bit cheap you think that uh the materials probably thin

and a bit uh sheer and definitely the patterns uh they actually make it

quite hard to determine you can get patterns like that off cheap websites

uh and it looks cheap but then I think nowadays some more high value

brands are uh experimenting with bold patterns it’s kind of the style uh so

that make it hard but uh I think that blouse 8 in this case just looked tacky

and like the metallic detailing makes it look less valuable on blouse 2 you

can just tell that in real life it’s uh going to look a bit tacky and a poor

attempt at like gold or something

so moving on from this what factors do you think influence a brand’s choice 196

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of colour in women’s fashion

B6:

so like what’s in so like there was a point a few years ago where orange

seemed to be like the in colour so everything was orange or seasonal like

in winter you don’t want to look light and bright and what’s in style at the

minute definitely and like what the product is and what it’s for like you

wouldn’t want to buy a suit in lime green because you’re meant to look

formal but you might buy a dress for your summer holiday in a brighter

colour so occasion and product category as well I guess

and moving onto the final exercise which is a visual response exercise so

responding to the four sheets of colour samples I am about to show you if

you can state your initial connotations and then relate them back to the

topic of value

B6: okay A:

so here is sheet 1

B6:

bright but simple in a way quite out there you’d definitely only have a

couple of uh statement garments in this colour definitely not your everyday

wear generally colourful and a bit more out there summery colours with

value it depends what brand it’s coming from I mean obviously value

depends on the brand but like Vivienne Westwood can come out with some

really bright and uh in your face stuff but even though it’s high price it suits

the brand and obviously then it’s going to appeal to people who shop at

Vivienne Westwood but uh I think traditionally uh you would assume that

uh these are a bit on the cheap and cheerful side of the spectrum like if

you had no idea what the brand was you would say that they were cheap

and not very appealing

and sheet 2

B6: not bright but basic and dull they’d be for your basics like it depends what

the garment is so like I’d never get everything in this colour but like my

jeans are always like that kind of navy but I’d probably want brighter tops

and jumpers uh I guess um value wise burgundy to me uh just

epitomises value uh it just comes across uh so deep and rich and classy

but not boring black and navy and so on it just always makes me think uh

expensive like a more refined red yeah I think in general these are more

refined and so like uh quite expensive looking classic I think as well like 197

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khaki burgundy navy all very staple very classic

here is sheet 3

B6:

very pastel but I think it all depends on the fashion at the time like if pastel

is in then yeah theyâ&#x20AC;&#x2122;re really nice but they can come across a bit tacky so

like if pastel isnâ&#x20AC;&#x2122;t the current trend I think that you uh could look quite

cheap wearing them

finally sheet 4

B6:

the same as sheet 2 I think similar connotations and probably pretty similar

price wise and uh in terms of value

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7.2.6. Determining theoretical saturation Table 5: Determining theoretical saturation Interviewee responses

Topic

sentimentality

sentimentalitysentimentalitysentimentality

meaning

intangible aspects

quality

emotional response

brand

fabric

detailing

meaning

quality

brand fabric social influence

value for money

fabric

detailing social influence fit and comfort

print price

price

versatility

price per wear

colour longevity of style

longevity of style

personal taste

personal taste silhouette

seasonal variation trend

trend

seasonal variation

trend

silhouette

trend brand identity

society brand positioning

longevity of style

seasonal variation

brand identity consumer

fabric

value for money

print price

quality

brand

fit and com- fit and com- fit and comfort fort fort

Value

meaning

intangible aspects

detailing social influence

Ccolour use in womenâ&#x20AC;&#x2122;s apparel

society

consumer brand positioning product category

product category

occasion

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Topic

bright positive High saturation emotions high value low value muted tones High high value saturation versatile mid value child-like Mid saturation calming high value qualities low value sophisticated Mid saturation classic mid value high value

3 bright

positive emotions

4 bright

bright

low value

positive emotions

low value

child-like

muted tones

high value

versatile

sophisticated

low value

child-like

sophisticated child-like

calming qualities low value

low value

high value

sophisticated classic high value

high value

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7.3. Testing colour category frameworks 7.3.1. Bright

Figure 91: 0째 hue at regular intervals

Figure 92: 30째 hue at regular intervals

of value and saturation

Figure 93: 60째 hue at regular intervals

Figure 94: 90째 hue at regular intervals

of value and saturation

boundary for the proposed model

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Figure 95: 120째 hue at regular intervals

Figure 96: 150째 hue at regular intervals

of value and saturation

Figure 97: 180째 hue at regular intervals

Figure 98: 210째 hue at regular intervals

of value and saturation

boundary for the proposed model

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Figure 99: 240째 hue at regular intervals

Figure 100: 270째 hue at regular intervals

of value and saturation

Figure 101: 300째 hue at regular intervals

Figure 102: 330째 hue at regular intervals

of value and saturation

boundary for the proposed model

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7.3.2. Neutral (browns)

Figure 103: 0째 hue at regular intervals

Figure 104: 10째 hue at regular intervals

of value and saturation

Figure 105: 20째 hue at regular intervals

Figure 106: 30째 hue at regular intervals

of value and saturation

boundary for the proposed model

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7.3.3. Neutral (beiges)

Figure 107: 20째 hue at regular intervals

Figure 108: 30째 hue at regular intervals

of value and saturation

Figure 109: 40째 hue at regular intervals

Figure 110: 50째 hue at regular intervals

of value and saturation

boundary for the proposed model

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Figure 111: 60Â° hue at regular intervals of value and saturation

boundary for the proposed model

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7.4. Statistical testing 7.4.1. Correlation coefficients Table 6: Correlation coefficents for each product category by month to 2 d.p.

Category Bright

Other

Neutral

White

Black

Chromatic

Achromatic

Market Levels

Month

Mass

Middle

Luxury

All

March

0.42

-0.05

0.22

0.19

June

0.05

-0.33

0.25

0.24

September

-0.43

0.58

-0.52

0.17

December

-0.51

0.08

0.61

0.36

March

-0.06

-0.44

-0.48

-0.45

June

-0.24

0.14

0.43

0.01

September

-0.11

0.24

-0.01

0.52

December

0.38

0.02

-0.60

-0.32

March

-0.19

0.05

-0.26

-0.17

June

-0.12

-0.68

-0.44

-0.66

September

-0.48

-0.54

0.49

-0.02

December

-0.69

-0.65

-0.77

-0.70

March

-0.61

0.25

0.08

0.13

June

0.03

0.29

-0.05

0.15

September

-0.38

0.09

-0.13

-0.10

December

0.93

0.73

0.83

0.90

March

0.27

0.28

0.54

0.40

June

0.24

0.54

0.03

0.33

September

-0.14

-0.33

-0.04

-0.31

December

-0.55

-0.25

-0.52

-0.64

March

0.13

-0.36

-0.46

-0.29

June

-0.20

-0.58

-0.10

-0.39

September

-0.55

0.35

0.00

0.49

December

-0.50

-0.61

-0.45

-0.62

March

-0.13

0.36

0.46

0.29

June

0.20

0.58

0.10

0.39

September

0.55

-0.35

0.00

-0.49

December

0.50

0.61

0.45

0.62

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7.5. Additional material 7.5.1. Burberry rainbow collection

Figure 113: Burberry rainbow vintage check poncho, £1,390 (FarFetch, 2018)

Figure 112: Burberry rainbow stripe faux fur

Figure 114: Burberry rainbow striped

cape coat, £3990 (FarFetch, 2018)

sweater, £490 (FarFetch, 2018)

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