H&M Collaborations by Caroline Davies

CAROLINE HELEN DAVIES | 201009275

004 PHASE ONE 006

COLLABORATIONS

012

BENEFITS

014

H&M

018

KENZO X H&M

020

OVERVIEW

028

COLLECTION

066

BRAND SNAPSHOTS

070

IDENTITY RETENTION

082

MARKETING

112

SUMMARY

114 PHASE TWO 116 2

BRAND EXTENSION

MAISIE WILLIAMS

124

IDENTITY

128

TARGET CONSUMER

130

MAISIEâ&#x20AC;&#x2122;S STYLE

143

SILHOUETTES

158

PATTERN

168

COLOUR

182

RANGE PLAN

202

COLLECTION

212

MARKETING

242

CONCLUSION

CONTENTS

118

246 APPENDICES

258 REFERENCES 3

‘In fashion, two is better than one’ YOTKA, 2016 4

PHASE ONE

Fig. 2

Fig. 3

A ‘promotional trend that has grown rapidly in recent years’, collaborations have proved their worth within the fashion industry as effective methods of gathering ‘massive crowds’ and stock that ‘sells out in hours or days’. (Posner, 2011, p.190) This enormous

increase in sales can be somewhat attributed to the ‘limited edition’ nature of the collection; by offering a ‘sense of exclusivity’ that increases the uniqueness and perceived value of the product (Jang et al, 2015, p.989). The profitability of the strategy is undeniable.

Fig. 4

8Fig. 5

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Fig. 9

Academically defined as â&#x20AC;&#x2DC;the range of cooperative activities from short-term reputation endorsement to long-term collaborations on core competenciesâ&#x20AC;&#x2122;, the term defines the partnership or alliance between two (or more) creative parties. (Ahn et al, 2010, p.6)

Fig. 10

Fig. 11

Clearly an advantageous marketing strategy, fashion collaborations have provided profitable success to many brands and organisations for many years. Documented to â&#x20AC;&#x2DC;increase promotional and commercial valueâ&#x20AC;&#x2122;, collaborations present the opportunity for significant benefits to all parties involved, should the strategy be implemented well. (Cope and Maloney, 2016, p.74)

Fig. 12

Often termed as the ‘democratizing’ of fashion, collaborations between luxury and high-street brands provide a ‘great opportunity’ for the dearer brand to ‘communicate’ their ‘vision with such a large audience’ (Viktor and Rolf, 2006). Collaboration can

make ‘high fashion more accessible – even democratic’ which not only broadens the more exclusive brands target audience but increases public awareness through increased press coverage and public relations (PR) (Cope and Maloney, 2016, p.74).

BENEFITS SUBLIME FORM OF FASHION IF HAUTE COUTURE IS THE MOST

H&M IS FASHION AT ITS MOST

DEMOCRATIC VIKTOR AND ROLF, 2006

BENEFITS Fig. 13

...FOR US ITâ&#x20AC;&#x2122;S A GREAT OPPORTUNITY TO

COMMUNICATE

WITH SUCH A LARGE

AUDIENCE

OF H&M DEVOTEE VIKTOR AND ROLF, 2006

Perhaps the most apparent benefit is that of increased market share, allowing both parties to ‘reach out to a wider audience’ (Cope and Maloney, 2016, p.79). The designer or luxury brand achieves ‘wider exposure’ attracting a ‘new audience that previously might have been excluded’, either due to price or accessibility whilst

the high-street retailer ‘gains prestige’ amongst more luxury consumers, with the possibility of gaining long-term loyalty amongst these new consumers if the collaboration is successful (Posner, 2011, p.191). These high-streetluxury collaborations provide a ‘point of market entry’ to the luxury brand, making themselves known to the

consumer prior to a time when they may be able to afford the brand’s products (Pan et al, 1999, p.81); perhaps when they are ‘younger’ or ‘less wealthy’ with the hope and intention of ‘building an ongoing relationship’ for the future when their lifestyles may be more suited to the brand (Cope and Maloney, 2016, p.82).

The extensive list of benefits associated with fashion collaborations, eventually all lead to increased profitability; the most successful of which will see increased profitability even after the collaboration as their presence, target consumer base and consumer loyalty should have all increased.

Fig. 14

Fig. 15

Fig. 16

LONG TERM TARGETS

LEAN TOWARDS

DOMINATION OF THE FASHION

INDUSTRY

OVERVIEW

H&M is recognised as one of the ‘world’s leading fashion companies’, with 4,133 physical stores across 67 countries, in 6 continents (correct as of August 2017), and operating online in 43 countries (correct as of October 2017) (H&M, 2018; H&M,

2017). With an ethos based on expansion ‘with a focus on quality and sustainability in existing markets as well as new countries’, H&M’s long-term targets lean towards domination of the fashion industry. (H&M, 2018)

Fig. 18

Fig. 21

Fig. 29

Fig. 17

H&Mâ&#x20AC;&#x2122;S 2018 LUNAR NEW YEAR COLLECTION CAMPAIGN

Fig. 20

Fig. 22

Branding their business as ‘fashion and quality at the best price in a sustainable way for women, men, teenagers, children and the home’, it is apparent that the brand’s product and image appeals to many (H&M, 2018). Their vast variety is further emphasized with the statement ‘everything from sparkling gala outfits and exclusive designer collaborations to everyday basics and highperformance yoga wear’ and therefore, makes defining a distinct target consumer difficult (H&M, 2018). Instead, H&M’s target consumers can be generically defined as fashion-conscious, inspired by trends and active participants in fast-fashion with average disposable incomes. Their extensive range appeals to a variety of ages and professions with seasonal casual-, office- and occasionwear; within this, their product ranges are segmented to suit different ages, for example the DIVIDED range offers a collection suitable to young teenagers transitioning from childrenswear to adultwear. The breadth of target markets evidences their success, rather than indicating a misguided strategy.

Fig. 23

Fig. 24

EVERYTHING WE MADE FOR THIS

IS GOING TO BE A

COLLECTOR’S ITEM LEON, 2016

Labelled as the year’s ‘most covetable collection’, the ‘intense demand’ for the Kenzo X H&M collaboration caused the ‘website to crash’ and ‘eight hour’ queues outside of participating stores. (H&M, 2016; Carvell,

2016; Spedding, 2016). A collaboration spanning both menswear and womenswear, the collection presented an allround wardrobe of eclecticism and vintage style (H&M, 2016). This, therefore, appealed to both the consumer interested

in investing in one piece and the dedicated consumer after the entire collection. The pricing structure of the collection, ranging from ÂŁ7.99 to ÂŁ199.99 allowed anyone to get involved (see appendix A).

COLLABORATION

OVERVIEW

Fig. 25

MENSWEAR

COLLECTION

Fig. 26-37 30

OUTERWEAR

MENSWEAR

3238-45 Fig.

SWEATSHIRTS

MENSWEAR

Fig. 46-47

SHIRTS

MENSWEAR

36 48-54 Fig.

T-SHIRTS

MENSWEAR

Fig. 38 55-58

TROUSERS

MENSWEAR

40 Fig. 59-68

ACCESSORIES

MENSWEAR

Fig. 42 69-70

FOOTWEAR

MENSWEAR

Fig. 71

WOMENSWEAR

COLLECTION

Fig. 72-76 46

OUTERWEAR

WOMENSWEAR

Fig. 77-82 48

DRESSES

WOMENSWEAR

Fig. 83-85 50

SKIRTS

WOMENSWEAR

Fig. 86-97 52

TOPS

WOMENSWEAR

Fig. 98-99

SWEATSHIRTS

WOMENSWEAR

Fig. 100-103 56

KNITWEAR

WOMENSWEAR

58 Fig.104-108

TROUSERS

WOMENSWEAR

Fig.109-127 60

ACCESSORIES

WOMENSWEAR

Fig.128-130 62

FOOTWEAR

WOMENSWEAR

A GIANT FUSION OF ARCHIVAL

KENZO PIECES LEON, 2016

Upon initial consideration, the collaborative collection is certainly not aimed at the faint-hearted with its bold colour palette and kitsch patterns; the collection was a ‘giant fusion of archival Kenzo pieces from the 70s and maybe a little bit of the 80s’ in combination with the archives of the ‘last five

years’ of Kenzo (H&M, 2016. Furthermore, the collection boasts cultural influences to support the archival nature of the collection; the Japanese influences reflecting Kenzo’s brand history and the folkstyle influences reflecting H&M’s Nordic origins (Sowray, 2012; H&M, 2016; H&M, 2018).

272 252 38 30 26 12

COLLECTION

Fig.131

STORES CARRYING THE WOMEN’S COLLECTION STORES CARRYING THE MEN’S COLLECTION WOMEN’S GARMENTS MEN’S GARMENTS WOMEN’S ACCESSORIES MEN’S ACCESSORIES H&M, 2016

Fig.132-166

BRAND SNAPSHOT

68 Fig.167-190

BRAND SNAPSHOT

Fig.191

IDENTITY featured tiger skin print takes on a number of bold colours across the collection in keeping with Kenzo’s bold and bright colour palette. Furthermore the cut and sew look and mix of patterns is frequently featured in Kenzo’s own collections and echoed in pieces of the collection. Overall, Kenzo’s brand identity has been retained across the collection exceptionally well by amplifying these aspects of their brand personality, to ensure the collection is instantly recognisable.

RETENTION

As shown, the two brands, H&M and Kenzo are very different, targeting different groups and with very different price ranges (see appendix B). Therefore, it was imperative for a successful collaboration that Kenzo’s brand personality was retained without alienating. Kenzo’s iconic association with tigers has been highlighted and amplified throughout the collection. The tiger body logo motif is repeated across the collection for instant recognition and brand association. The extensively

Fig.192

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Fig.196

Fig.197

Fig.198

Fig.199

The already elevated prices (see appendix B) might act as a deterrent to H&Mâ&#x20AC;&#x2122;s younger consumers so it is important that the collection still felt accessible and relevant to the H&M market. This is reflected in the product range with garments such as the tiger print leggings. Kenzo do not

Fig.200

sell leggings as it does not suit their target consumer; however, leggings are integral to the H&M product range. Therefore, by combining Kenzo styling to the basic product, they have met the needs of their consumers without compromising Kenzoâ&#x20AC;&#x2122;s brand identity.

Fig.201

RETENTION

IDENTITY

Fig.202-203

MARKETING A collaborative collection that was almost a year in the making, the Kenzo X H&M campaign ensured the success of the collection. By employing a number of marketing strategies that spanned the build-up to the launch the brands were able to create great anticipation across the globe.

Fig.204

CAPTURE THE PERSONALITY

POSITIVITY AND

FREEDOM OF THE COLLECTION LEON AND LIM, 2016

Jean-Paul Goude was enlisted to shoot the iconic Kenzo X H&M campaign (Alexander, 2016). Featuring seven personalities from across the world, the campaign not only celebrates the diversity of

CAMPAIGN

MARKETING

modern-culture but celebrates influencers and celebrities with a positive message. Aside from the artistic and eye-catching images, captured by Goude, the seven personalities featured

in short films publicised on YouTube and social media channels, advocating their personal platforms as well as providing a more unique approach to fashion marketing. (H&M, 2016)

Fig. 205

IMAN

CAMPAIGN

Fig. 206

CHANCE THE RAPPER

CAMPAIGN

Fig. 207

SUBOI

CAMPAIGN

ROSARIO DAWSON

CAMPAIGN

Fig. 208

CHLOE SEVIGNY

CAMPAIGN

Fig. 209

XIUHTEZCATL

CAMPAIGN

Fig. 210

Fig. 211

RYUICHI SAKAMOTO

CAMPAIGN

Fig. 212

From fashion publications such as Vogue, GQ and Elle to broadsheet newspapers such as The Telegraph and The Guardian, to The Metro and Daily Mail there was no escaping the collection. Kenzo X H&M had optimised

publicity through their strategic slow release of information that had the press hooked. Potential customers were flooded with news and images of the collection pre-launch, ensuring successful sales figures.

PUBLIC RELATIONS

MARKETING

Fig.99 213

Fig. 214

The collection’s mixed reception had no detrimental effect on the success of sales. As many disappointed consumers took to Twitter to vent that the ‘collection is not what I dreamed it would be’ and others referred to it simply as ‘trash’, hoards of dedicated fans rebutted these

100

claims with tweets of support and ‘love’ for the collection creating quite a social media storm (London, 2016). By launching a collection sure to drive opinions wild, Kenzo X H&M sent social media into ‘meltdown’ achieving an ever greater buzz in the lead up to the launch.

101 Fig. 215

Fig. 216

EXPLOSION OF

WILD COLOUR

AND SOUND H&M, 2016

102

EVENTS

MARKETING

The celebrations for the Kenzo X H&M collection featured many famous names, creating a high-profile event. Held in New York, the invitees had exclusive, early access to the collection, Documented as an â&#x20AC;&#x2DC;explosion of wild colour

and soundâ&#x20AC;&#x2122;, the launch event was a PR (public relation) tactic where the environment and atmosphere echoed the theme of the collection creating a coherent and press worthy event (H&M, 2016).

103

Fig. 217

104

Pop-up galleries appeared across Asia prior to the launch date to allow people an exclusive physical preview for the much-anticipated pieces (Ion Orchard, 2016).

105

Fig. 218

The visual merchandising and window displays of the stores stocking the collection allowed the products to speak for themselves, enhanced by the collectionâ&#x20AC;&#x2122;s patterns.

106

WINDOW DISPLAYS

MARKETING

107

Fig. 108219

109

Fig. 110220

IN-STORE

MARKETING

In-store, the collection took prime position by the entrance to ensure maximum footfall and products were arranged thematically to allow for easy shopping. The outfit-building style of visual merchandising is a common employed tactic that encourages multiple garment sales,

111

Fig. 221

REIMAGINE THEIR HAUTE AESTHETICS

FOR THE HIGH-STREET YOTKA, 2016

112

The sell-out collection is testament to both the collection itself and the marketing efforts employed. Despite initial mixed reactions the collaboration met the

SUMMARY

needs of the consumers without detriment to either brand involved. In true H&M fashion, the successful collaboration followed suit from previous successful

collaborations and paved the way for future ones, proving that high-street and luxury can partner successfully, providing mutual benefits.

113

Fig. 222

114

PHASE TWO

115

Fig. 223

THE PETITE WOMAN

IS JUST LIKE THE REGULAR-SIZED CUSTOMER...

ONLY SHORTER SCHLOSSBERG, 2016

Collaborations are a successful method of testing ‘brand extensions’ in order to prove ‘demand’ for a specific type or range of product (Cope and Maloney, 2016, p.83). A consumer segment often ‘ignored’ by retailers is petite women, classified as 5’4” and under (Schlossberg, 2016; Colon, 2017). Large brands such as H&M aim to cater for the mass-market in order to succeed, and therefore petite ranges may be overlooked. However, surprisingly, according to 2016 data, the height of the average UK

116

female falls just below 5’5” (Amos, 2016). This data proves that the female petite market is a large one, full of disgruntled consumers forced by the fashion industry into illfitting garments or even ‘to shop in the children’s section’ (Colon, 2017). A segment with huge consumption power, this is a market that should be considered and any brand catering to this market could expect great success and profitability if executed appropriately.

BRAND EXTENSION

117

Fig. 224

118

MAISIE

WILLIAMS

Renowned for her leading role as Arya Stark in the cult television series ‘Game Of Thrones’, Maisie Williams rose to global fame and fast become a highly decorated and sought after actress. Now, aged 20, Maisie Williams is a figure head for equality, feminism and fashion, whose ‘fun, young and quirky’ personality

resonates with her loyal fan-base. (Spedding, 2016) Iconised by her striking features and petite frame, Maisie Williams is just 5’1” tall; an ideal personality to front a petite fashion range. Her less-than-traditional beauty has captivated the world, as she communicates the importance self-confidence.

119

Fig. 225

Iâ&#x20AC;&#x2122;M NOT A BRAND SNOB

120

MAISIE WILLIAMS

COLLABORATION

The fashion-conscious actress considers herself not to be a ‘brand snob’; ‘if a dress works’, she’ll wear it ‘regardless of the brand’ (The Telegraph, 2016). This illustrates Williams’ relatability and makes her an ideal candidate for partnering with a high-street brand. The benefits of this collaboration would be unprecedented allowing H&M to trial a brand extension in a highlypublicised collaboration with a high-profile celebrity. With Game of Thrones drawing to an end, Williams has been very open with her ‘fears’

for the future of her career and roles she may be cast in (Pike, 2018). This collaboration would allow Williams to establish herself outside her iconic and long-running role as a warrior and be seen as a serious adult actor. Additionally, as the launch of the capsule collection in November 2018, is prior to the launch of Williams’ upcoming release of The New Mutants the collaborative collection would increase Williams’ profile; provideing additional success (Shepherd, 2018).

121

I REMEMBER

CUTE BEING TOLD I WAS

AND FEELING IT WAS REALLY PATRONISING MAISIE WILLIAMS

123 Fig. 226

Fig. 227

124

IDENTITY Her youthful innocence with her innate activism combine to form the unmistakable identity of Maisie Williams. Unafraid to stand out from a crowd, her quirky personality has led her to become a relatable role model for many young women. Her normality sets her apart from a society dominated by celebrities and influencers, and her many stints of activism have proved her worthy of being a positive role model.

125

Fig. 228-242

126

127

TARGET CONSUMER

COLLECTION

128

Fig. 243

LIKED I DON’T WANT TO BE

Fig. 244

JUST BECAUSE I’M

PRETTY MAISIE WILLIAMS

AGE:

17-25 years old

PHYSICALITY:

Under 5’4 and typically of a small build

EMPLOYMENT:

Student with/out part time job or entry level graduate jobs

HOBBIES:

Socialising, sports, shopping, travelling

FAVOURITE BRANDS: PERSONALITY TRAITS:

Zara, Topshop, River Island, ASOS Fashion-conscious, Extrovert, Social, Outgoing, Opinionated

129

MAISIEâ&#x20AC;&#x2122;S STYLE

Fig. 245

130

Fig. 246

Williamsâ&#x20AC;&#x2122; personality is reflected in her iconic fashion. Bright and daring, she does not shy from striking patterns and vivid colours, often

in clashing combinations. Bringing quirkiness to adulthood, her saturated colour palette is ideal for fun-loving young women.

131

132

Fig. 247-249

MAGAZINE

STYLE

Fig. 250-255

134

STREET

STYLE

Fig. 256-260

136

STATEMENT

STYLE

Fig. 261-277

138

GLAM STYLE

139

Fig. 278

140

Maisie Williamsâ&#x20AC;&#x2122; style is bold and striking. Fusing child-like fun with sophisticated charm, her magazine style emphasises her innocent looks with bright colours. In a more everyday setting, her colour palette is toned down and her style feels more relaxed. She favours A-line shapes and tends to draw focus to her waist with wide legged trousers and tight or cropped tops. Her quirkiness is still conveyed through her colour choice and details in her looks. Furthermore, in a casual setting, Williams uses her clothing to make statements for her favourite causes with bold slogan tees. The final dimension of her all-round style is her occasionwear. As a successful actress, she is frequently pictured at awards ceremonies. Often seen in a single hue, Williams tends to opt for long elegant silhouettes, or tailored playsuits.

OVERVIEW

STYLE

141

Fig. 279

142

Fig. 280

SILHOUETTES

Fusing femininity with a hint of androgyny, Maisie Williamsâ&#x20AC;&#x2122; style is practical yet fashionable. From oversized jumpers and trainers, to effortlessly elegant gowns, her eclecticism should be encapsulated in this collection. Consideration of her style will be further enhanced with the WGSN trend research for AW18/19 overleaf.

143

TREND RESEARCH

SILHOUETTES

144

Fig. 281

Fig. 282

Fig. 283

145

TREND RESEARCH

SILHOUETTES

146

Fig. 284

Fig. 285

147

Fig. 286

148

Fig. 287

TREND RESEARCH

SILHOUETTES

Fig. 288

149

Fig. 150289

Fig. 290

TREND RESEARCH

SILHOUETTES

151

Fig. 291

Fig. 292

152

TREND RESEARCH

Fig. 293

SILHOUETTES

153

Fig. 294

154

TREND RESEARCH

SILHOUETTES

Fig. 295

155

TREND RESEARCH

SILHOUETTES

156

Fig. 296

Fig. 298

Fig. 297

157

Fig. 158299

PATTERN

Fig. 300

Unafraid of making a statement with heavily embellished or patterned looks, Maisie Williams embraces her loud sense of style through experimenting with patterns and finishes emphasising her quirky quality

159

Fig. 301 Vogue Russia

160

Fig. 303 Gucci

TREND RESEARCH

Fig. 302 Alexander McQueen

PATTERN

161

162 Fig. 304

TREND RESEARCH

PATTERN

Fig. 305

163

TREND RESEARCH

PATTERN Fig. 306 Vans X Opening Ceremony

164

Fig. 307 Miu Miu Fig. 308 La Cool and Chic

Fig. 309

165

Fig. 310

166

TREND RESEARCH

PATTERN

Fig. 311

167

Fig. 312

168

COLOUR Forming the basis of Maisie Williamsâ&#x20AC;&#x2122; unmistakable style, her shockingly bright colour palette makes for some unforgettable looks. Not only does she opt for bold accent colours, she can often be seen exploring colourful combinations to express her individuality. An element to be captured in the collaborative collection, Maisie Williamsâ&#x20AC;&#x2122; experimental use of colour in her personal style also reflects themes present in the industry.

169

Fig. 313

170

AW18/19 foresees the typical muted autumnal burgundies accented with flashes of saturated brights for a more charismatic look. This forecast echoes Maisie Williamsâ&#x20AC;&#x2122; own personal style story, with bold and brash brights with a more relaxed and casual approach to muted tones (Craggs, 2017).

TREND RESEARCH

COLOUR

171

Fig. 314

Fig. 315

172

Fig. 316

COLOUR

TREND RESEARCH

Harperâ&#x20AC;&#x2122;s Bazaar

173

Allure Magazine Fig. 320

Fig. 317

Fig. 318 Hermès

174

Fig. 319 Harper’s Bazaar

TREND RESEARCH

COLOUR

175

Fig. 321 John Galliano

176

Fig. 324

Fig. 322 Balenciaga

Fig. 323 Drome

Fig. 325 Masha Ma

TREND RESEARCH

COLOUR

177

Fig. 326

Fig. 329 Wang Fei

Fig. 330

Fig. 327

Fig. 328 Siastella

178

Fig. 331 Fenty Puma

TREND RESEARCH

COLOUR

Fig. 332 Factice Mag

179

Fig. 334

Fig. 333

Fig. 335 Mach & Mach

180

TREND RESEARCH

COLOUR

Fig. 336 Nicholas K

181

Fig. 340

Fig. 337

182

The collection should encapsulate all aspects of Williamsâ&#x20AC;&#x2122; style from occasionwear to casual, striking to statement-making. Furthermore, it should provide petite women access to garments specifically tailored to smaller frames, allowing them to engage with the current trends in styles that fit and suit their shapes.

Fig. 338

RANGE PLAN

Fig. 339

183

Fig. 341-343

Zara Jeans High Waist Culotte Vermont Red ÂŁ29.99

184

100% cotton 5 pockets Frayed hems Metal zip and button fastening

WIDE LEG DENIM

RANGE PLAN

185

Fig. 344-346

River Island Ditch the Label charity tee White ÂŁ18

186

100% cotton ÂŁ3 donated to charity Crew neck Boyfriend unisex fit

SLOGAN TEE

RANGE PLAN

187

Fig. 347-349

ASOS Embellished layer playsuit Grey Silver ÂŁ45

188

100% polyester Bead embellishment Zip back fastening Crepe-feel fabric

PLAYSUIT

RANGE PLAN

189

Fig. 350-352

Pretty Little Thing Satin Strappy Wrap Maxi Dress Red ÂŁ30

190

100% polyester Zip back fastening Wrap front Adjustable straps

MAXI DRESS

RANGE PLAN

191

Fig. 353-355

Miss Selfridge Petite Floral Co-Ord Set Black/Floral ÂŁ44

192

100% viscose Elasticated waist Bardot top Repeating floral pattern

TWO PIECE CO-ORD

RANGE PLAN

193

Fig. 356-358

Pretty Little Thing Red Faux Leather A Line Mini Skirt Red ÂŁ20

194

100% polyester Zip back A line shape Mini length

A-LINE SKIRT

RANGE PLAN

195

Fig. 359-361

H&M Wool Blend Coat Light Pink ÂŁ79.99

196

52% polyester; 48% wool 100% polyester lining Single button fastening Two pockets

LONGLINE COAT

RANGE PLAN

197

Fig. 362-364

ASOS Rokoko Oversized Jumper Purple Â£28

198

100% acrylic Roll neck Cable knit Balloon sleeve

OVERSIZED JUMPER

RANGE PLAN

199

Fig. 365-367

Topshop Petite Lattice Sleeve Top White ÂŁ20

200

94% cotton; 6% elastane Ribbed texture Open lattice sleeve Crew neck

LATTICE TOP

RANGE PLAN

201

Satin Maxi Dress 100% polyester Concealed zip back Split sides Adjustable straps

202

ÂŁ74.99

Sequin Playsuit

Â£39.99

100% polyester Zip back Sequin embellished Tailored structure

203

Embroidered Top

ÂŁ29.99

100% polyester Concealed zip back Embroidered floral detail Cropped, structured fit

204

Embroidered Trousers

ÂŁ44.99

100% polyester Button and zip fastening Tailored peg fit Two pockets

205

Longline Coat

ÂŁ79.99

52% polyester; 48% wool 100% polyester lining Hidden button fastening Two pockets

206

Oversized Jumper

ÂŁ34.99

100% acrylic Roll neck Oversized fit Thick knit

207

Dolphin Project Charity Tee 100% cotton £2 donation to Dolphin Project Cropped fit Contrast tipping

208

£19.99

Lattice Top

ÂŁ24.99

95% cotton; 5% elastane Open lattice feature No fastenings Cropped fit

209

Wide Leg Jeans

ÂŁ34.99

100% cotton High waisted Zip and button fastening Frayed edges

210

Vinyl Belted Skirt

ÂŁ39.99

100% polyester In-built belt Zip back A-line shape

211

Fig. 368

POWERFUL

FASHION FOR

PETITE FRAMES

Marketing materials for the collection should be bold and attention-grabbing. The purpose of the collection is to empower petite women; hence the tagline Powerful Fashion for Petite Frames. Imagery should reflect the

212

colour palette used in the collection with saturated block colours, similar to this shoot for The Guardian (Cosslett, 2014). The blocking of colours demands attention from viewers with a striking and powerful aesthetic.

MARKETING

213

Fig. 369

Following a similar timescale to the Kenzo X H&M marketing strategy, the collaboration will be announced in the July prior to the November launch. Frequent public updates will ensure that the collection is at the forefront of potential customersâ&#x20AC;&#x2122; minds in the lead-up to the launch.

214

TIMESCALE

Fig. 370

MARKETING

215

DATE

ACTIVITY

20th July 2018

First teaser released

Socia

21st July 2018

Second teaser released

Socia

22nd July 2018

Third teaser released

Socia

23rd July 2018

Fourth teaser released

Socia

24th July 2018

Fifth teaser released

Socia

Socia 25th July 2018

Official collaboration announcement

H&M

Repo 23rd August 2018

Behind the scenes pictures released

1st September 2018 Campaign released with video advert

Onlin

Banne

Onlin

15th October 2018

Lookbook released

15th October 2018

Samples sent to influencers and bloggers

Globa

15th October 2018

Maisie Williamsâ&#x20AC;&#x2122; video interview

Youtu

15th October 2018

Instagram competition launched

Instag

22nd October 2018

Launch events

Major

3rd November 2018 Collection launched

216

Socia

Repo

In-sto

Onlin

WHERE

WHO IS INVOLVED

al media channels

H&M followers and social media users

al media channels

H&M followers and social media users

al media channels

H&M followers and social media users

al media channels

H&M followers and social media users

al media channels

H&M followers and social media users

al media channels

H&M followers and social media users

M website

Existing H&M customers

orted in national/global newspapers General public

al media channels

H&M followers and social media users

Social media users and general public

er advertisements

General public General public

orted in national/global newspapers General public

ally

ube

gram

r cities

ore

TIMESCALE

MARKETING

Bloggers and influencers The followers of the above H&M Youtube subscribers Maisie Williamsâ&#x20AC;&#x2122; fan base Social media users Celebrities Journalists Influencers Potential and existing customers

217

Fig. 371

218

TEASERS

MARKETING

he use of teasers in the runup to the launch will get people talking, creating a social media storm. These teaser images should echo this Sunday Times Style magazine shoot, depicting

Williams in a disgruntled manner in poorly fitting clothes. These teasers will be published on H&Mâ&#x20AC;&#x2122;s social media channels and will count down to the announcement.

219

Fig. 372

Broadcast on H&Mâ&#x20AC;&#x2122;s social media channels, website and Williamsâ&#x20AC;&#x2122; own channels, the announcement of the collection could be viewed by an excess of 30 million

220

people, on Instagram alone, igniting social media debates over differences of opinion, driving additional hype and media buzz prior to the launch.

ANNOUNCEMENT

MARKETING

221

Fig. 373

#PETITEANDPOWERFUL

Fig. 374

Competitions as a marketing strategy optimise on â&#x20AC;&#x2DC;communication potentialâ&#x20AC;&#x2122; and have proven excellent strategies in the past (Peattie et al, 1997, p.777). By running an Instagram competition H&M are engaging

#COMPETITION

MARKETING

with the target consumer of the collection and offering incentives to get involved. Each participant will extend the reach of the campaign by involving their followers, proving an exceptionally efficient and low-cost strategy.

Fig. 375

224

YOUTUBE

MARKETING

A video interview hosted by Maisie Williams, featuring other petite stars such as Ariana Grande and co-star Emilia Clarke will be published on H&Mâ&#x20AC;&#x2122;s Youtube channel to a following of over 300,000. Each guest will be wearing items from the collection to both promote the pieces and empower petite women globally.

225

Fig. 376

226

LOOKBOOK

Fig. 377

MARKETING

Offering product shots and detailed close ups the look book should present the products in outfits for

suggested styling inspiration to encourage additional sales. These images will be distributed to major media outlets.

227

Fig. 378

BLOGS HOLD THE

ATTENTION OF

MILLIONS OF READERS COPE AND MALONEY, 2016

By distributing items from the collection to influencers prior to the launch, the reach of the campaign is extended to their followers. A modern and effective strategy of

228

promotion, the ‘attention of millions of readers’ found through bloggers must be capitalised on (Cope and Maloney, 2016, p.194).

INFLUENCERS

MARKETING

229

Fig. 379

As the collection is to be launched globally, a major event will be held in London, both Williamsâ&#x20AC;&#x2122; home and a fashion capital. Attended by Williams, celebrities, influencers and media, the event will drum up media buzz, due to the high profile

230

nature of the event, which will include a fashion show of the collection as well as live music. Furthermore, the attendees will be pictured in the collection, a tactic that will increase potential sales, as followers of the collaboration will see familiar personalities,

role models and fashion icons in the coveted pieces. Features in newspapers, magazines and blogs following the event will draw increased attention as well as offering additional previews of the collection prior to the launch, proving a successful marketing strategy.

EVENT

MARKETING

LAUNCHES ARE THE

QUINTESSENTIAL

FASHION MEDIA EVENT COPE AND MALONEY, 2016

231

232

Fig. 380

233

Fig. 381

234

IN-STORE

MARKETING

Positioned at the front of the store, Maisie Williamsâ&#x20AC;&#x2122; collection will have maximum footfall. Attention will be drawn to the collection with large, floor to ceiling campaign pictures featuring Maisie Williams.

235

Fig. 382

236

237

Fig. 383

Using bright coloured backgrounds to draw attention, window displays should be loud yet not over complicated. The products should be allowed to speak for themselves, and additional props or staging should simply enhance rather than detract. Inspiration should be taken from the following brightly coloured, loud and fun displays.

238

WINDOW DISPLAY

MARKETING

239

Fig. 385

Fig. 384

240

WINDOW DISPLAY

MARKETING

241

Fig. 386

242

CONCLUSION Using collaboration as a strategy for testing brand extension, H&M have the ability to trial a petite range in a capsule collection to judge demand. Furthermore, this extension, the need for which is justified by data, will allow H&M to expand their target market to petite women. For Maisie Williams, this collaboration will allow her the opportunity to re-

establish herself outside of her Game of Thrones persona, and promote herself as an actor, influencer and role model to a large audience ahead of her future releases. A combination of the striking pieces and strategic marketing, the collection should see success on a scale that matches Maisie Williamsâ&#x20AC;&#x2122; fame: globally.

243

Fig. 387

244

245

246

APPENDICES

247

APPENDIX A

PRICING STRUCTURE

248

Outerwear

MENSWEAR

Hoodies and Sweatshirts

Shirts

T-Shirts

Trousers

PIECE Denim effect long coat

£199.99

Black leather look jacket

£199.99

Black leather look tiger motif jacket

£199.99

Khaki Parker

£199.99

Mixed pattern jacket

£199.99

Pink and red tiger print long coat

£139.99

Cheetah print long coat

£139.99

Black bomber jacket

£99.99

Geometric jacket

£99.99

Green tiger print boilersuit

£79.99

Green tiger fur effect jacket

£59.99

Mixed print fur effect hooded jacket

£59.99

Mixed print hoodie

£69.99

Geometric motif sweatshirt

£59.99

Geometric print hoodie

£59.99

Mixed print sleeve sweatshirt

£59.99

Mixed print cut and sew sweatshirt

£59.99

White tiger motif sweatshirt

£34.99

Navy tiger motif sweatshirt

£34.99

Tiger and cheetah print blend sweat-

£34.99

Khaki shirt

£59.99

Tiger and cheetah print blend shirt

£49.99

Black repeating tiger motif t-shirt

£29.99

Blue tiger print t-shirt

£29.99

Red tiger print t-shirt

£29.99

Black tiger logo t-shirt

£24.99

Orange geometric motif t-shirt

£24.99

Geometric print and tiger motif t-shirt

£24.99

Floral tiger motif t-shirt

£24.99

Tiger and cheetah print blend jeans

£69.99

Black jeans

£59.99

Tiger print jeans

£59.99

Multi-colour patch tiger print jeans

£59.99

Geometric rucksack

Accessories

£119.99

Red and pink tiger print bag

£49.99

Blue tiger hat and scarf

£34.99

Zig zag sunglasses

£29.99

White baseball hat

£29.99

Black baseball hat

£29.99

Red tiger print handkercheif

£29.99

3 pack of socks

£19.99

Green tiger print sweatshirt

£14.99

Blue tiger print socks Footwear

PRICE

Green sole boot Blue tiger print flip flops

£7.99 £139.99 £59.99

KENZO X H&M PRICING: MENS

CATEGORY

249

CATEGORY

PIECE

PRICE

Pink fur effect lining leather effect jacket

£199.99

Reversible floral / animal print kimono

£199.99

Outerwear Navy tiger print long coat

£149.99

Pink and red tiger print fur effect long coat £113.99 Blue and red fur effect jacket

WOMENSWEAR

Dresses

Tops

Sweatshirts

Red tiered folk dress

£299.99

Pink and red tiger print dress

£199.99

Blue and green folk floral print mini dress

£149.99

Geometric pinafore dress

£149.99

Geometric and floral print collared dress

£119.99

Reversible geometric/ animal print dress

£79.99

Navy geometric blouse

£79.99

Green and pink cheetah bardot blouse

£49.99

Black ruffle shirt

£49.99

Green tiger print ruffle shirt

£49.99

Animal and floral print mix ruffle top

£49.99

Pyjama style geometric shirt

£49.99

Reversible pink and red tiger print ruffle

£49.99

Geometric ruffle sleeve top

£39.99

Cropped floral bardot top

£39.99

Red high neck tiger print top

£29.99

Blue high neck tiger print top

£29.99

White tiger logo t-shirt

£24.99

Black tiger logo t-shirt

£24.99

Black ruffle tiger logo sweatshirt

£39.99

Orange ruffle tiger logo sweatshirt

£39.99

Zipped floral cardigan Knitwear

250

£99.99

£149.99

Pink high neck tiger print top

£59.99

Green tiger print with pink trim and peplum

£59.99

Navy cropped geometric motif jumper

£59.99

PIECE Cheetah print tiered skirt

Skirts

WOMENSWEAR Accessories

£119.99

Pink and red tiger print skirt

£79.99

Blue geometric mini skirt

£59.99

Floral print balloon trousers

Trousers

PRICE

£119.99

Pyjama style geometric trousers

£59.99

Pink tiger print trousers

£49.99

Red tiger print leggings

£29.99

Blue tiger print leggings

£29.99

Red and blue tiger and cheetah print scarf

£49.99

Green tiger print bag

£39.99

Pink tiger print bag

£39.99

Red tiger print bag

£39.99

Cheetah print and geometric blend square

£39.99

Blue floral print purse

£39.99

Geometric square scarf

£39.99

Pink tiger print scarf

£39.99

Navy geometric motif purse

£39.99

Pink tiger print bow hat

£29.99

Blue floral print baseball hat

£29.99

Black geometric statement ring

£29.99

Red geometric statement ring

£29.99

Red geometric statement earring

£24.99

Key ring

£24.99

3 pack of socks (green, pink and orange)

£19.99

3 pack of socks (blue, green and pink)

£19.99

Red tiger print leg warmers

£19.99

Red tiger print hat

£14.99

Red tiger print socks Pink tiger print heeled boot Footwear Orange sole boot Orange rtiger print flip flop

£7.99 £149.99 £119.99 £59.99

KENZO X H&M PRICING: WOMENS

CATEGORY

APPENDIX B

PRICING ARCHITECTURE

252

WOMEN MEN

KENZO

DEPARTMENT

CATEGORY

TOTAL ITEMS

LOWEST PRICE

HIGHEST PRICE

MEDIAN

MEAN

Coats and Jackets

£230.00

£675.00

£452.50

£383.70

Skirts

£155.00

£405.00

£280.00

£288.57

Dresses

£130.00

£500.00

£315.00

£275.00

Sweaters and Cardigans

£140.00

£445.00

£292.50

£251.82

Bags

£95.00

£670.00

£382.50

£250.87

Shoes

£125.00

£375.00

£250.00

£206.42

Sweatshirts

£175.00

£350.00

£262.50

£205.33

Trousers

£155.00

£530.00

£342.50

£203.10

Tops and Shirts

£95.00

£350.00

£222.50

£200.88

Scarves

£80.00

£195.00

£137.50

£150.00

Jewellery

£60.00

£155.00

£107.50

£111.29

T-Shirts

£60.00

£140.00

£100.00

£88.85

Cases and Folio

£35.00

£50.00

£42.50

£36.81

Total

525

Coats and Jackets

£245.00

£1,335.00

£790.00

£431.03

Sweaters and Cardigans

£195.00

£445.00

£320.00

£243.52

Bags

£130.00

£535.00

£332.50

£241.45

Sweatshirts

£155.00

£350.00

£252.50

£199.02

Shoes

£130.00

£250.00

£190.00

£191.39

Trousers

£145.00

£260.00

£202.50

£168.91

Scarves

£80.00

£195.00

£137.50

£150.00

Shirts

£120.00

£200.00

£160.00

£141.08

Polos

£95.00

£150.00

£122.50

£105.79

T-shirts

£60.00

£120.00

£90.00

£92.76

Caps

£75.00

£150.00

£112.50

£88.33

Cases and Folio

£35.00

£50.00

£42.50

£36.81

Ties and Socks

£20.00

£65.00

£42.50

£30.00

Total

418

£204.05

£163.08

Data correct as of 27 March 2018, from www.kenzo.com Kenzo also has a childrenswear department; however, this data was not collected as it is not a focus of comparison for this investigation.

253

254

WOMEN

H&M

DEPARTMENT

CATEGORY

TOTAL ITEMS

LOWEST PRICE

HIGHEST PRICE

MEDIAN

MEAN

Jackets and Coats

157

£17.99

£229.99

£123.99

£50.72

Jumpsuits

£12.99

£139.99

£76.49

£37.57

Blazers and Waistcoats

£19.99

£79.99

£49.99

£36.36

Dresses

476

£8.99

£149.99

£79.49

£29.86

Bags

129

£8.99

£99.99

£54.49

£28.05

Skirts

163

£3.99

£149.99

£76.99

£27.96

Trousers

326

£6.99

£199.99

£103.49

£25.94

Jeans

241

£8.99

£49.99

£29.49

£25.27

Shoes

308

£8.99

£79.99

£44.49

£25.16

Shirts and Blouses

441

£8.99

£79.99

£44.49

£23.04

Cardigans and Jumpers

552

£6.99

£79.99

£43.49

£21.52

Nightwear

£8.99

£79.99

£44.49

£16.91

Shorts

115

£5.49

£34.99

£20.24

£15.05

Swimwear

284

£4.99

£29.99

£17.49

£13.68

Tops

750

£3.99

£79.99

£41.99

£12.40

Lingerie

399

£2.99

£29.99

£16.49

£11.78

Hats, Scarves, Gloves

£3.99

£39.99

£21.99

£10.71

Sunglasses

£5.99

£34.99

£20.49

£9.57

Jewellery

205

£1.99

£129.99

£65.99

£9.55

Belts

£3.99

£17.99

£10.99

£8.79

Mobile Accessories

£4.99

£17.99

£11.49

£7.93

Socks and Tights

133

£2.99

£12.99

£7.99

£7.08

Hair Accessories

£1.99

£14.99

£8.49

£4.51

Total

5123

£19.97

H&M

MEN

H&M

DEPARTMENT

CATEGORY

TOTAL ITEMS

LOWEST PRICE

HIGHEST PRICE

MEDIAN

MEAN

Jackets and Coats

115

£24.99

£229.99

£127.49

£57.45

Blazers and Suits

142

£17.99

£139.99

£78.99

£50.27

Shoes

170

£12.99

£119.99

£66.49

£39.24

Bags

£8.99

£149.99

£79.49

£34.24

Cardigans and Jumpers

125

£9.99

£119.99

£64.99

£33.60

Jeans

106

£17.99

£49.99

£33.99

£31.39

Trousers

157

£17.99

£199.99

£108.99

£27.20

Shirts

286

£9.99

£59.99

£34.99

£22.55

Hoodies and Sweatshirts

194

£8.99

£59.99

£34.49

£21.55

Shorts

£8.99

£39.99

£24.49

£16.67

Underwear

111

£5.99

£34.99

£20.49

£15.26

T-shirts and Vests

427

£3.99

£34.99

£19.49

£12.22

Swimwear

£8.99

£19.99

£14.49

£12.15

Belts

£3.99

£17.99

£10.99

£11.71

Jewellery

£3.99

£29.99

£16.99

£11.08

Ties and Handkercheifs

£8.99

£12.99

£10.99

£10.54

Hats, Scarves, Gloves

£3.99

£29.99

£16.99

£9.52

Sunglasses

£6.99

£12.99

£9.99

£7.75

Socks

£2.99

£12.99

£7.99

£6.04

Total

2250

£22.65

Data correct as of 27 March 2018, from www.hm.com H&M also has a childrenswear department and their DIVIDED range (for teen women); however, this data was not collected as only the main collection was a focus of comparison for this investigation.

MEN

KENZO X H&M

WOMEN

DEPARTMENT

CATEGORY

TOTAL ITEMS

Outerwear

Dresses

Footwear

Skirts

Knitwear

Trousers

Tops

Sweatshirts

Accessories

Total

Outerwear

Footwear

Trousers

Shirts

Hoodies and Sweatshirts

Accessories

T-Shirts

Total

Data correct as of 27 March 2018 Womenswear data from https://www.elle.com/uk/fashion/what-to-wear/articles/ g31193/kenzo-for-hm-every-single-piece-full-collection-prices/ Menswear data from http://www.gq-magazine.co.uk/gallery/kenzo-hm-collaboration-every-item-prices

256

HIGHEST PRICE

MEDIAN

MEAN

£99.99

£199.99

£149.99

£152.79

£79.99

£299.99

£189.99

£166.66

£59.99

£149.99

£104.99

£109.99

£59.99

£119.99

£89.99

£86.66

£59.99

£149.99

£104.99

£82.49

£29.99

£119.99

£74.99

£57.99

£24.99

£79.99

£52.49

£43.84

£39.99

£7.99

£49.99

£28.99

£31.14 £85.73

£59.99

£199.99

£129.99

£139.99

£59.99

£139.99

£99.99

£59.99

£69.99

£64.99

£62.49

£49.99

£59.99

£54.99

£34.99

£69.99

£52.49

£51.87

£7.99

£119.99

£63.99

£27.55

£24.99

£29.99

£27.49

£27.13 £66.29

KENZO X H&M COLLABORATION

LOWEST PRICE

258

REFERENCES

259

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H&M. 2018. Instagram profile. [Online]. [Accessed 31

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

FIGURE 171:

H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

FIGURE 172:

H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ hm/?hl=en

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

FIGURE 174:

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

FIGURE 175:

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31

H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/

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Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

FIGURE 177:

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

FIGURE 178:

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

FIGURE 179:

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

FIGURE 180:

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

FIGURE 181:

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

FIGURE 182:

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

FIGURE 183:

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

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Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

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Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

FIGURE 187:

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

FIGURE 188:

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

FIGURE 189:

Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

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Kenzo. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/ kenzo/

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FIGURE 192:

Kenzo. 2018. Bamboo Tiger Sweatshirt. [Online]. [Accessed 31 March 2018]. Available from: https://www.kenzo.com/ en/-bamboo-tiger--sweatshirt-F851SW730951.93.L.html?cgid=sweatshirtF

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[Sowray, B. 2016. Kenzo X H&M: Every single piece. Elle Magazine. [Online]. 19 October. [Accessed 31 March 2018]. Available from: https://www.elle.com/

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FIGURE 199:

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FIGURE 201:

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co.uk/3am/style/celebrity-fashion/first-look-hm-xkenzo-8891564 FIGURE 206:

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280

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FIGURE 219:

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FIGURE 223:

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FIGURE 225:

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Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en

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Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en

FIGURE 236:

Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en

FIGURE 237:

Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Avail-

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Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en

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Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en

FIGURE 240:

Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en

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Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en

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H&M. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www.instagram.com/

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FIGURE 255:

Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en

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Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en

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Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en

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Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en

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Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en

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Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en

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from: https://0-www-wgsncom.wam.leeds.ac.uk/content/board_viewer/#/74299/ page/16 FIGURE 320:

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FIGURE 328:

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FIGURE 331:

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Craggs, H. 2017. Commercial Colour Update A/W 18/19 – Women & Young Women. [Online]. [Accessed 27 March 2018]. Available from: https://0-www-wgsn-

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FIGURE 336:

FIGURE 337:

Craggs, H. 2017. Commercial Colour Update A/W 18/19 – Women & Young Women. [Online]. [Accessed 27 March 2018]. Available from: https://0-www-wgsncom.wam.leeds.ac.uk/content/board_viewer/#/74299/ page/16 Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en

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Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en

FIGURE 339:

Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en

FIGURE 340:

Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en

FIGURE 341:

Zara. 2018. Jeans high waist culotte Vermont red. [Online]. [Accessed 31 March 2018]. Available from: https://www.zara.com/uk/ en/jeans-high-waist-culottevermont-red-p08246049.html?v1=5689544&v2=809005

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FIGURE 344:

River Island. 2018. White Ditch The Label Charity T-Shirt. [Online]. [Accessed 31 March 2018]. Available from: https://www.riverisland.com/p/white-ditch-thelabel-charity-t-shirt-307370

FIGURE 345:

River Island. 2018. White

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page/16

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290

River Island. 2018. White Ditch The Label Charity T-Shirt. [Online]. [Accessed 31 March 2018]. Available from: https://www.riverisland.com/p/white-ditch-thelabel-charity-t-shirt-307370 ASOS. 2018. Embellished layer playsuit. [Online]. [Accessed 31 March 2018]. Available from: http:// www.asos.com/asos/ asos-embellished-layer-playsuit/prd/8775738?clr=greysilver&SearchQuery=&cid=7618&gridcolumn=4&gridrow=4&gridsize=4&pge=1&pgesize=72&totalstyles=49 ASOS. 2018. Embellished layer playsuit. [Online]. [Accessed 31 March 2018]. Available from: http:// www.asos.com/asos/ asos-embellished-layer-playsuit/prd/8775738?clr=greysilver&SearchQuery=&cid=7618&gridcolumn=4&gridrow=4&gridsize=4&pge=1&pgesize=72&totalstyles=49 ASOS. 2018. Embellished layer playsuit. [Online]. [Accessed 31 March 2018]. Available from: http:// www.asos.com/asos/ asos-embellished-layer-playsuit/prd/8775738?clr=greysilver&SearchQuery=&cid=7618&gridcolumn=4&gridrow=4&gridsize=4&pge=1&pgesize=72&totalstyles=49 Pretty Little Thing. 2018. Red satin strappy wrap detail maxi dress. [Online]. [Accessed 31 March 2018]. Available from: https://www. prettylittlething.com/redsatin-strappy-wrap-detail-

maxi-dress.html FIGURE 351:

Pretty Little Thing. 2018. Red satin strappy wrap detail maxi dress. [Online]. [Accessed 31 March 2018]. Available from: https://www. prettylittlething.com/redsatin-strappy-wrap-detailmaxi-dress.html

FIGURE 352:

Pretty Little Thing. 2018. Red satin strappy wrap detail maxi dress. [Online]. [Accessed 31 March 2018]. Available from: https://www. prettylittlething.com/redsatin-strappy-wrap-detailmaxi-dress.html

FIGURE 353:

Miss Selfridge. 2018. Petite Floral Black Co-Ord. [Online]. [Accessed 31 March 2018]. Available from: http:// www.missselfridge.com/en/ msuk/product/petite-floral-b lack-co-ord-7540866?bi=0& ps=20&bundle=true&Ntt=floral%20co%20ord

FIGURE 354:

FIGURE 355:

FIGURE 356: Pretty Little Thing. 2018. Red faux leather A Line Mini Skirt. [Online]. [Accessed 31 March 2018]. Available from: https://www.prettylittlething.com/red-faux-leather-aline-mini-skirt.html FIGURE 357:

Pretty Little Thing. 2018. Red faux leather A Line Mini Skirt. [Online]. [Accessed 31

FIGURE 358:

Pretty Little Thing. 2018. Red faux leather A Line Mini Skirt. [Online]. [Accessed 31 March 2018]. Available from: https://www.prettylittlething.com/red-faux-leather-aline-mini-skirt.html

FIGURE 359:

FIGURE 360:

H&M. 2018. Wool-blend coat. [Online]. [Accessed 31 March 2018]. Available from: http://www2. hm.com/en_gb/productpage.0616070002. html?gclid=EAIaIQobChMI8uz5xcmU2gIVjZztCh2EBAuQEAQYAiABEgJffPD_ BwE&s_kwcid=AL!850!3!21 4282971985!!!g!308498773 140!&ef_id=Wk6XKAAAAFrk3zjF:20180330173032:s H&M. 2018. Wool-blend coat. [Online]. [Accessed 31 March 2018]. Available from: http://www2. hm.com/en_gb/productpage.0616070002. html?gclid=EAIaIQobChMI8uz5xcmU2gIVjZztCh2EBAuQEAQYAiABEgJffPD_ BwE&s_kwcid=AL!850!3!21 4282971985!!!g!308498773 140!&ef_id=Wk6XKAAAAFrk3zjF:20180330173032:s

FIGURE 361:

FIGURE 362:

ASOS. 2018. Rokoko oversized cable knit roll neck jumper with balloon sleeves. [Online]. [Accessed

31 March 2018]. Available from: http://www.asos.com/ rokoko/rokoko-oversizedcable-knit-roll-neck-jumper-with-balloon-sleeves/ prd/9481298?clr=purple&SearchQuery=rokoko&gridcolmn=2&gridrow=2&gridsize=3&pge=1&pgesize=72&totalstyles=30 FIGURE 363:

ASOS. 2018. Rokoko oversized cable knit roll neck jumper with balloon sleeves. [Online]. [Accessed 31 March 2018]. Available from: http://www.asos.com/ rokoko/rokoko-oversizedcable-knit-roll-neck-jumper-with-balloon-sleeves/ prd/9481298?clr=purple&SearchQuery=rokoko&gridcoumn=2&gridrow=2&gridsize=3&pge=1&pgesize=72&totalstyles=30

FIGURE 364:

FIGURE 365:

Topshop. 2018. Petite Lattice Sleeve Top. [Online]. [Accessed 31 March 2018]. Available from: http://www. topshop.com/en/tsuk/product/petite-lattice-sleevetop-7267247

FIGURE 366:

Topshop. 2018. Petite Lattice Sleeve Top. [Online]. [Accessed 31 March 2018]. Available from: http://www. topshop.com/en/tsuk/product/petite-lattice-sleevetop-7267247

FIGURE 367:

Topshop. 2018. Petite Lat-

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291

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tice Sleeve Top. [Online]. [Accessed 31 March 2018]. Available from: http://www. topshop.com/en/tsuk/product/petite-lattice-sleevetop-7267247 FIGURE 368:

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292

Clark, A. 2015. Maisie Williams talks resisting stereotypical roles as she prepares to take Hollywood by storm. Evening Standard. [Online]. 20 August. [Accessed 31 March 2018]. Available from: https://www.standard. co.uk/showbiz/celebrity-news/whats-driving-missmaisie-a2917456.html Clark, A. 2015. Maisie Williams talks resisting stereotypical roles as she prepares to take Hollywood by storm. Evening Standard. [Online]. 20 August. [Accessed 31 March 2018]. Available from: https://www.standard. co.uk/showbiz/celebrity-news/whats-driving-missmaisie-a2917456.html Clark, A. 2015. Maisie Williams talks resisting stereotypical roles as she prepares to take Hollywood by storm. Evening Standard. [Online]. 20 August. [Accessed 31 March 2018]. Available from: https://www.standard. co.uk/showbiz/celebrity-news/whats-driving-missmaisie-a2917456.html Hallihan, K. 2017. The making of Game of Thrones star Maisie Williams. The Times. [Online]. 9 July. [Accessed 31 March 2018]. Available from: https://www.thetimes.co.uk/ article/game-of-thronesstar-maisie-williams-talksahead-of-the-new-series0dqgk7f3s Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en

FIGURE 373:

Source image from: Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en Editing: Original

FIGURE 374:

Source image from: Williams, I. 2018. Instagram profile. [Online]. [Accessed 31 March 2018]. Available from: https://www. instagram.com/maisie_williams/?hl=en Editing: Original

FIGURE 375:

Watchers on the Wall. 2016. New Game of Thrones clip debutes on Seth Meyers with Maisie Williams. [Online]. [Accessed 31 March 2018]. Available from: http:// watchersonthewall.com/ new-game-of-thrones-clipdebuts-on-seth-meyerswith-maisie-williams/

FIGURE 376: Banks, A. 2017. Maisie Williams is starkly honest in our latest cover story. High Snobiety. [Online]. 28 September. [Accessed 31 March 2018]. Available from: https://www.highsnobiety. com/2017/09/28/maisie-williams-interview/ FIGURE 377: Banks, A. 2017. Maisie Williams is starkly honest in our latest cover story. High Snobiety. [Online]. 28 September. [Accessed 31 March 2018]. Available from: https://www.highsnobiety. com/2017/09/28/maisie-williams-interview/ FIGURE 378:

Bonaldi, S. 2017. The Sunday Post: Behind the scenes this week #1. [Online]. [Accessed 31 March 2018]. Available from: https://www. hello-october.com/2017/11/ the-sunday-post-behindscenes-this-week.html

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Fashion Snap. 2017. H&M X

FIGURE 380:

FIGURE 381:

Newbold, A. 2017. And the award for the best Erdem X H&M look last night goes to. Vogue. [Online]. [Accessed 31 March 2018]. Available from: http://www. vogue.co.uk/gallery/erdemhm-launch-party-los-angeles Tettamanti, M. 2016. H&M to open another Florida store! [Online]. [Accessed 31 March 2018]. Available from: http://www.miami. com/things-to-do-in-miami/ hm-to-open-another-floridastore-145617/

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Tettamanti, M. 2016. H&M to open another Florida store! [Online]. [Accessed 31 March 2018]. Available from: http://www.miami. com/things-to-do-in-miami/ hm-to-open-another-floridastore-145617/

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Pinterest. 2014. Selfridges’ window display. [Online]. [Accessed 31 March 2018]. Available from: https://i. pinimg.com/originals/20/8a/ fb/208afb2cbfb9e7aee5a46d45d0650203.jpg

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Balmford, G. 2017. Topshop – Neon. [Online]. [Accessed 31 March 2018]. Available from: http://www.retail-focus.co.uk/vm/2659-topshop-neon

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Pinterest. 2016. Window displays. [Online]. [Accessed 31 March 2018]. Available from: https://s-media-cacheak0.pinimg.com/originals/ aa/d5/11/aad51153af31f68fd6c5fe18c4df83ed.jpg

FIGURE 386:

Whitaker, H. 2015. Little

Maisie Williams – All Grown Up. Glamour Magazine. [Online]. [Accessed 31 March 2018]. Available from: http://www.glamourmagazine.co.uk/article/ maisie-williams-glamour-interview-about-filming-sexscenes-in-the-falling FIGURE 387:

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Isabel Marant show. [Online]. [Accessed 31 March 2018]. Available from: https://www.fashionsnap. com/article/2013-10-25/hmmaran-show/

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