FIG 1 FIG 2
TREND FORECAST
SS 21’ UNIVERSITY OF LEEDS Fashion Marketing 201221271
FIG 3
1
EARTH
2
FIG 4
CONTENTS Phase 1: Strategic Direction
8
Introduction Lifestyle Trend: The Fight For The Future
11
Trend Concept: TALA Earth
15
Target Consumer
17
Brand Profile
25
Phase 2: Colour, Mood, Fabric, Yarns and Silhouettes Mood
29
Colour
34
Yarns and Fabrics
38
TALA’s Current Collection
41
Key Silhouettes
65
Phase 3: Trend Package Production Range Plan
70
Marketing Suggestions
84
Appendix
87
Weekly Logs
91
Reference List
94
Figures List
96
3
FIG 5
4
FIG 6
FIG 8
5
FIG 7
FIG 9
FIG 10
FIG 11
6
FIG 12
FIG 14
FIG 16
FIG 15
FIG 17
FIG 18
FIG 19
7
FIG 13
INTRODUCTION This trend and forecasting package will cover the up and coming trends of Spring/Summer 2021 in the activewear industry. Specifically looking at the brand TALA, founded by Grace Beverley. Provided is a Range Plan for the chosen target consumer, introducing a new capsule collection and theme with an assortment of colours, fabrics and silhouettes. Followed by a brief marketing plan with a strong focus on the lifestyle trend: Climate Change Activism.
8
FIG 20
9
10
FIG 21
FIG 23
The chosen lifestyle trend titled ‘Fight for the Future’ focuses on Climate Change Activism. This represents the consumers desire to change small areas of their lifestyle to decrease consumption patterns and keep an ecological balance through their purchasing decisions. Becoming increasingly popular each year, the demand for change is being led by the younger generation. For example, Greta Thunberg, an innovator of the trend, attracting international headlines and spreading awareness. Spending priorities have changed, as health and wellbeing are “now a top three spending priority” (PWC, 2020) for under 35s. Therefore, demonstrating a shift towards a more “conscientious customer” (PWC, 2020). According to PWC (2020), this is caused by “higher consumer confidence”, and increase in disposable income and embracing sustainability throughout their purchases. TALA has been chosen for this Trend Package due to the strong connection with the trend and consumer, being an activewear brand with “sustainability at its core” (Giovanetti, 2019).
THE FIGHT FOR
LIFESTYL 11
FIG 22
R THE FUTURE
LE TREND 12
FIG 24
FIG 26
13
FIG 25
FIG 27
14
FIG 28
TREND CONCEPT
FIG 30
15
FIG 29
FIG 31
By amalgamating both the lifestyle trend and TALA’s target consumer, brings the concept of ‘TALA EARTH’ for the new Spring/Summer 2021 Capsule Collection. This aims to capture the idea of sustainability, a common trend expanding throughout society. Each of TALAs collections are transseasonal, therefore TALA EARTH will permanently stay on the site.
The collection will be an assortment of flattering pieces for the consumer to wear how they want with sustainability in mind. ‘EARTH’ has been chosen to represent this collection as it symbolises the colour palette and minimalistic nature of the collection. Featuring: outerwear, looser layering items and tighter-fitting items to fit with the culture of the brand.
16
FIG 32
TARGET CONSUMER Climate Change Activism has encouraged the younger generation to get involved towards helping the environment. The chosen target consumer is the young millennial aged 18-25, supported by primary research, appendix a. These women are undergraduate students or have graduated from University and have job with a low income (CACI, 2019). Their interests focus around sports and keeping an active lifestyle. According to Maslow’s Hierarchy of Needs, consumers purchase based on their hobbies (Posner, 2011, pp.121). Being a part of Generation Z and the “Early Majority” (Posner, 2011, pp.127), browsing social media is important to them as their “online identity” (Posner, 2011, pp.115) helps them to connect with friends and family, but also looking for new purchases. Following Rogers’ Diffusion of Innovators, the consumer is most likely to follow and invest into a trend after they have “seen it worn on others” (Posner, 2011, pp.127), for example, looking at online Influencers and reading customer reviews (CACI, 2019). As the consumer is labelled as a “climate agitator” (Kronfeld, 2019), they support their own beliefs with their shopping habits (McKinsey & Company, 2019). With regards to clothing consumption, the consumer buys from brands “based on their social and environmental impact” (Robinson and Sellers, 2017), therefore would pay higher prices for the “least negative impact on the environment” (BOF and Mckinsey, 2020). For example, unique vintage pieces, either on websites such as Depop and Ebay.
17
FIG 33
FIG 35
FIG 34
FIG 36
FIG 37
FIG 38
18
19
FIG 39
FIG 40
BUYING PERSONA Buying Personas assist brands to “craft strategies to promote products� (Revella, 2015) and help provide a goal for a company to display to its consumers. After looking at the chosen zeitgeist and conducting online questionnaires (Appendix a), the persona represents the target consumer.
20
FIG 41
CUSTOMER PROFILE Name: Sofia Adkins Age: 20 Gender: Female Marital Status: Single Location: Lives at Home and University Accommodation Occupation: Student / Part Time Job Interests and Hobbies: Gym, Shopping, Socialising, Festivals and Music, Travelling Motivations and Ambitions: Travel after university, Get a job and move out of family home with a good income Buying Behaviour: shops online due to convenience, every 3 months (would do more if could afford more), spend more on luxury or sustainable items Fashion Needs and Wants: Middle-high market fashion, looks for good quality clothing, affordable and flattering, wardrobe is full of a variety of garments of new and second hand clothing and charity shops Favourite Brands: Urban Outfitters, Zara,Topshop, Depop 21
FIG 42
22
23
FIG 43
24
FIG 44
BRAND PROFILE TALA is a new up and coming athleisure brand with the aim of making “sustainability mainstream” (Campbell, 2019). First launched in April 2019, by Grace Beverley as an Undergraduate at Oxford University.
is inclusive to everyone. With sizes ranging from 4-20, TALA aims to make their con. sumers “feel comfortable and empowered” (Wearetala, 2020). TALA was originally created due to a “gap in the market” (West, 2020). Initially designed to blur the “line between activewear and casualwear” (Beverley, 2020) with an approach of affordable and sustainable ontrend staple pieces ranging between £3 and £85 (Appendix D). TALAs USP is that they promise to be “transparent about every aspect of the supply chain and the sustainability of each individual item” (Wearetala, 2020). As well as “creating products that are 100% up-cycled” (Wearetala, 2020). At the moment, they are 92% of the way buy using recyclable materials for their clothing, packaging and tags. For example, “tags are made from 100% plantable paper” (Wearetala, 2020).
Although TALA is a new company, in the first nine months of being launched, they achieved “almost £4million in sales” (TALA, 2020). This pushes their competitive advantage against other brands (see Appendix B and C). Grace owns three businesses related to fitness and holds a large social media presence. Most of her consumers have followed her throughout her University experience (Appendix a) and have therefore bought into the brand. Causing her first set of clothes to be sold out within 20 minutes (Rackham, 2019). TALA ensures each collection
25
FIG 45
BRAND ONION
FIG 46
FIG 47
FIG 48
27
FIG 49
28
FIG 51
FIG 52
FIG 57
FIG 56
FIG 55
FIG 60
MOOD These natural images were chosen specifically to fit with the minimalistic theme and brand identity
29
FIG 50
FIG 54
FIG 53
FIG 58
FIG 59
FIG 61
30
FIG 62
FLARE COLLECTION FIG 63
31
FIG 64
32
FIG 65
FIG 67
33
FIG 66
COLOUR PALETTE : NATURAL DYES In order to fit with TALAs current palette and the SS21 season, Natural Dyes comprises of three core colours and five muted colours inspired by earthy tones and the trend concept. The mixture of “artificial hues” (Kostiak, 2019) and “enhanced naturals” (Kostiak, 2019) are used to critique the “rising awareness of sustainability issues” (Kostiak, 2019) and the “pervasiveness of digital culture” (Kostiak, 2019).
34
FIG 68
CORE COLOURS FIG 70
FIG 71
FIG 72
FIG 73
Core colours are the foundation of the collection (Kostiak, 2019) put into the palette as some consumers may prefer a more neutral selection of active and loungewear.
FIG 77
FIG 76
35
FIG 69 FIG 74
FIG 75
ACCENT COLOURS FIG 78
FIG 79
FIG 80
FIG 81
FIG 82
Incorporated with the earthy tones becoming increasingly popular (Kostiak, 2019), giving a more “premium look” (Kostiak, 2019). Warm colours add “kindness and energy” (Premiere Vision, 2020) to the collection, an important element to the consumer mindset. Following the rising awareness of sustainability shown in the lifestyle trend, the purple and subtle green contrasting with reds symbolises global movements and rebellion (Prescott, 2020).
36
FIG 83
37
FIG 84
YARNS AND FABRICS Yarns and Fabrics are a key aspect of TALA as a brand, therefore is important to select the correct materials for high performance and sustainability. Trends for SS21 include lightweight materials and sustainability throughout (Harman, 2019). This is vital as consumer demand for sustainable products are growing (Harman, 2019).
38
FIG 85
DUPONT SORONA An eco-efficient fiber, providing a “high performance, spandex free stretch” (Sorona, 2020) made from renewable plant based ingredients. According to WGSN (Palmer, 2020) this innovation is entering the sustainable market. Like Tencel, the biological process of 37% “renewable plant-based ingredients” (Sorona, 2020) has a small global impact.
FIG 87
ECONYL REGENERATED NYLON This material is created through collecting waste such as fabric scraps and fishing nets (Econyl, 2020). It is said to reduce the “global warming impact” (Econyl, 2020) of regular Nylon by up to 80%. Furthermore, this fabric is “infinitely recyclable” (Econyl, 2020) allowing a closed loop process (Econyl,2020).
FIG 88
Q-NOVA “An environmentally sustainable recycled Nylon 6.6 fibre” (Fulgar 2020) created from raw materials from company production cycles, creating high performance material. An excellent fibre choice as the textiles could not have been used elsewhere and would have been disposed instead.
FIG 89
39
FIG 86
RECOVERTEX A fibre made from raw material textile waste. It produces the “lowest-impact textiles” as in 2019 it “saved over 39.9 billion litres of water” (Recover 2018) and upcycled “over 2,690 tones of textile waste” (Recover, 2018). Like Q-Nova, is creates a high performance, breathable and quick dry material (Recover, 2018)
FIG 90
TENCELL LYOCELL AND MODAL Derived from “Lenzing’s textile specialty brand” (Sorona, 2020), the fibres are created from controlled wood resources (Tencel, 2020). This supports the body and the regulating system throughout the day, ensuring a cool and dry feeling (Tencel 2020). This fibre has been chosen due to the flexibility of activewear and regular clothing.
FIG 91
40
FIG 92
FIG 94
CURRENT COLLECTIONS All garments are “produced and hand finished” (Wearetala, 2020) in Portugal ensuring sustainability through the whole supply chain.
41
FIG 93
42
FIG 95
RUN. FIG 96
FIG 97
43
FIG 98
44 46
FIG 99
45 47
FIG 100
CORE COLOURS. FIG 102
FIG 101
46
FIG 103
CORE. FIG 104
FIG 105
47
FIG 106
48
FIG 107
49
FIG 108
FLARE. FIG 109
FIG 110
50
FIG 111
EDGE. FIG 112
FIG 113
51
FIG 114
52
FIG 115
53
FIG 116
ECHO. FIG 118
FIG 117
54
FIG 119
LAZE. FIG 121
FIG 120
55
FIG 122
56
FIG 123
57
FIG 124
FORM. FIG 125
FIG 126
58
FIG 127
REC. FIG 129
FIG 128
59
FIG 130
60
FIG 131
61
FIG 132
365. FIG 133
FIG 134
62
FIG 135
FIG 136
FIG 137
ACCESSORIES FIG 140
63
FIG 138
FIG 139
FIG 141
64
FIG 142
FIG 145
FIG 144
KEY SILHOUETTES The TALA SS21 Collection includes eight key silhouettes with three complementing accessories, motivated by the trend concept. The chosen consumer looks for flattering and affordable activewear that is comfortable and can be worn at one’s convenience, an objective that has been followed for this new collection. Previous garments are tighter fitting, focusing on inclusivity, support and on trend clothing. SS21 still has elements of the brand identity, however, demonstrates various looser fitting items and outerwear. The weighted compositions have been based on the compositions of existing products on the website.
65
FIG 143
66
FIG 148 FIG 146
FIG 147
FIG 149
FIG 150
FIG 151
FIG 152
FIG 153
CLOTHING
FIG 154
67
FIG 155
CORE COLOURS FIG 156-159 (left-right)
ACCENT COLOURS FIG 160 - 164 (left-right)
FIG 165
ACCESSORIES FIG 166
FIG 167
68
FIG 168
FIG 170
69
FIG 169
RANGE PLAN
70
FIG 171
FIG 173
FIG 174 - 178
FIG 179 - 181
OVERSIZED TEE Oversized to create a casual and comfortable look. XS-XL 100% Tencel £25.00
71
FIG 172
FIG 183-184 FIG 182
FIG 190-192
RASH TOP Creates a breathable, flattering fit, focus on support and flattery. XS-XL 92% Q-Nova, 8% Sorona £32.00
72
FIG 185-189
FIG 193
FIG 195
FIG 196-198
FIG 199-203
FIG 204-207
MATCHING SET Offers movement, breathability and comfortability. High waisted band creates a flattering silhouette. XS-XL 92% Q-Nova, 8% Sorona. Top: £26.00 Shorts: £28.00 73
FIG 194
FIG 208 FIG 209
FIG 210 - 212
FIG 213-215
ADAPTABLE BRA Designed for multiple uses. Adjustability will ensure a personalised fit. Focusing on high performance and flattery. XS-XL 92% Q-Nova, 8% Sorona. Four Way Stretch, cross over fastening, adjustable fasteners ÂŁ28.00 74
FIG 216
FIG 218
FIG 219 - 223
FIG 224-227
QUARTER ZIP HOODIE Oversized staple piece is cropped and on trend with comfortability as a focus. XS-XL 85% Tencell, 15% Recovertex £40.00
75
FIG 217
FIG 228 FIG 229 - 231
FIG 232-235
WINDBREAKER A key component for outdoor activity. Flattering oversized style can be worn from day to night. XS-XL 100% Econyl Nylon £42.00
76
FIG 236
FIG 238
FIG 239-243
FIG 244-246
FLARED YOGA TROUSERS Designed with yoga and lounging in mind. Comfortable and creates a flattering silhouette. XS-XL 85% Sorona, 15% Recovertex £32.00
77
FIG 237
FIG 247 FIG 248-249
FIG 250-254
FIG 255-258
CARGO SHORTS High compression cycling shorts take on a practical style, bringing functionality and flattery. Size: XS-XL Composition: 92% Q-Nova, 8% Sorona £28.00
78
FIG 259
FIG 261
FIG 262-263
FIG 264-268
FIG 269-272
SHELL SHORTS Summer piece which allows movement and coverage. The elasticated waistband creates an hourglass silhouette. XS-XL 82% Tencel Lyocell, 18% DuPont Sorona £26.00
79
FIG 260
FIG 273
FIG 274-276
FIG 277
CROSS BODY BAG Minimalistic cross body is a perfect accessory with a spacious main compartment. Adjustable strap. One Size 100% Econyl Nylon £24.00
80
FIG 278
FIG 280
FIG 281-283
FIG 284
CROSS BODY POUCH Lightweight piece features a zip compartment, Creating an effortless look. One Size 100% Econyl Nylon £18.00
81
FIG 279
FIG 285
FIG 286-289
FIG 295
SCRUNCHIE Helps accessories your style whilst keeping your hair in place. One Size 100% Tencell £4.00
82
FIG 290-294
FIG 296
83
FIG 297
MARKETING SUGGESTIONS To support the launch of the SS21 collection, there will be a variation of online and offline marketing communications in order to communicate with the chosen target consumer, causing awareness, interest, persuasion and action to buy the products, as seen in the AIDA model (Posner, 2011, pp.176). Teasers of the collection will be shown on TALA and influencers Instagram page, featuring lookbooks and small sections of the clothes. A Pop-Up Event will be put on for five days, situated in London. This limited time increases “consumer interest and desire� (Posner, 2011, pp. 95). The theme will echo the trend concept with minimal and natural visual merchandising, plus sustainable packaging where necessary. Featuring: - A backdrop where customers can take pictures to post online with #TalaEarth, to create user generated content. - Meet and greet - New releases prior to the launch on the website, plus some of the core range due to the popularity. The night before, there will be a PR event in the store, inviting a range of popular fitness social media influencers. Featuring a cocktail bar, vegan food, DJ and selfie wall aiding brand awareness through social media.
84
FIG 300
FIG 299
FIG 301
FIG 303
FIG 304
FIG 305
FIG 306
FIG 313
FIG 312
FIG 311
FIG 310
85
FIG 298
FIG 302
MOODBOARD
FIG 307
FIG 309 FIG 308
FIG 314
FIG 316
FIG 315
FIG 317
86
FIG 44
APPENDIX APPENDIX A - QUESTIONNAIRE This Study. 2020. TALA Customer Interview. [Online]. [Conducted 21 March 2020]. Available from: https:// docs.google.com/forms/d/16yKmAAhIg0maMKPhzkCj4XqEhNPS80KciGqEpolSd8E/edit#responses
FIG 45
88
APPENDIX B - SWOT ANALYSIS
APPENDIX C - POSITIONING MAP
89
APPENDIX D - PRICE ARCHITECTURE
From this, we can see the majority of the accessories are at the lowest end of the spectrum ranging from ÂŁ3-ÂŁ15. Mid-Price contains simple items such as t-shirts and sports bras, but also the bamboo cutlery and fibre filter bag. Premium Price contains the main core activewear and Top price consists of the highest priced items such as the windbreaker set and hoodies. This is dependent on the material used for each product and what collection the item is in. For example, the Run collection is a more expensive collection than the main core collection.
90
REFLECTIVE LOG
92
1
Overall, I have enjoyed the process of making this trend forecast. at the beginning it seemed like a lot of work to do, although this is still true, I am pleased with the outcome of the project. I enjoyed choosing the silhouettes and colours the most as well as the visual communication of the project, as I felt I could be creative, but tried to keep it minimalist, which i think i have achieved.
93
REFERENCE LIST Beverley, G. 2020. Grace Beverley. [Online]. [Accessed 3 April 2020]. Available from: https:// www.linkedin.com/in/grace-beverley-574a10102/?originalSubdomain=uk BOF Team and Mckinsey & Company. 2020. The Year Ahead: Sustainability Takes Centre Stage. [Online]. [Accessed 27 March 2020]. Available from: https://www.businessoffashion. com/articles/intelligence/the-year-ahead-sustainability-takes-centre-stage CACI. 2014. The Acorn User Guide. [Online]. [Accessed 27 March 2020]. Available from: https://acorn.caci.co.uk/downloads/Acorn-User-guide.pdf Campbell, M. 2019. Exclusive: Grace Beverley on her Game-Changing Sustainable Activewear. [Online]. [Accessed 1 April 2020]. Available from: https://www.euronews.com/living/2019/07/08/exclusive-grace-beverley-game-changing-sustainable-activewear-tala Econyl. 2020. Imagination is infinite. So is Econyl. [Online]. [Accessed 21 April 2020]. Available from: https://www.econyl.com/about-us/ Fulgar. 2020. Recycled Nylon – Q-Nova By Fulgar. [Online]. [Accessed 3 April 2020]. Available from: https://www.fulgar.com/eng/insights/recycled-nylon-q-nova-by-fulgar Giovanetti, F. 2019. How Sustainable Activewear Sensation We Are Tala Broke The Internet. [Online]. [Accessed 28 March 2020]. Available from: https://creativeimpact.group/we-are-tala/ https://www-wgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/ Kostiak, Y. 2019. Active Colour Trend Concepts S/S 21. [Online]. [Accessed 21 February 2020]. Available from: https://www-wgsn-com.eu1.proxy.openathens.net/content/board_ viewer/#/ Kronfeld, E. 2019. How Climate Challenge Is Affecting The Mental Health Of Gen Z. [Accessed 28 March 2020]. Available from: https://www.bitchmedia.org/article/climate-changegen-z-mental-health-climate-anxiety Mckinsey & Company. 2019. The State Of Fashion. [Online]. [Accessed 27 March 2020]. Available from: https://www.mckinsey.com/~/media/McKinsey/Industries/Retail/Our%20Insights/ The%20state%20of%20fashion%202020%20Navigating%20uncertainty/The-State-of-Fashion-2020-final.ashx Palmer. 2020. Sustainability & Innovation: Stretch Solutions. [Online]. [Accessed 3 April 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/86520/page/4 Posner, H. 2011. Strategy, Branding and Promotion. Second Edition. Laurence King Publishing Ltd: London. 94
Premiere Vision. 2020. The Materials/Colours Of The Spring-Summer 2021 Season. [Online]. [Accessed 31 March 2020]. Available from: https://www.premierevision.com/en/fashion/ spring-summer-21/the-materials-colours-of-the-spring-summer-2021-season/ Prescott, J. 2020. Pitti Filati 86: Hub of Creation for 2021 Spring Summer Fashion. [Online]. [Accessed 31 March 2020]. Available from: https://www.knittingindustry.com/creative/pitti-filati-86-hub-ofcreation-for-2021-spring-summer-fashion/ PWC.com. 2019. Retail Outlook 2020. [Online]. [Accessed 28 March 2020]. Available from: https://image.s50.sfmc-content.com/lib/fe31117075640475701c74/m/1/8eef376c-ff964506-b770-d3b3dd731c01.pdf Rackham, A. 2019. Grace Beverley: The 22-year-old Taking on the Gym Wear World. [Online]. [Accessed 1 April 2020]. Available from: https://www.bbc.co.uk/news/newsbeat-50732940 Recover. 2018. Recover Makes the Lowest-Impact Cotton Fiber in the Global Market. [Online]. [Accessed 3 April 2020]. Available from: https://www.recovertex.com/sustainability/ Revella, A. 2015. Buyer Personas: How to Gain Insight Into Your Customer’s Expectations. [Online]. [Accessed 30 March 2020]. Available from: https://books.google.co.uk/ books?hl=en&lr=&id=TzmkBgAAQBAJ&oi=fnd&pg=PR7&dq=buying+persona+academic+journal+article&ots=dW1fhrAzOm&sig=lZJ2ZqTDfDDnf_kH0eJhOetx7cY#v=onepage&q&f=false Robinson, H and Sellers, A. 2017. New Conciousness. [Online]. [Accessed 21 March 2020]. Available from: https://www.lsnglobal.com/design-directions/article/21140/new-consciousness Sorona. 2020. Eco-efficient performance fiber. [Online]. [Accessed 3 April 2020]. Available from: http://sorona.com Tencel. 2020. Feels Right, Naturally. [Online]. [Accessed 3 April 2020]. Available from: https:// www.tencel.com West, A. 2020. 13 Questions With Grace Beverley, Founder of We Are Tala. [Online]. [Accessed 1 April 2020]. Available from: https://remake.world/stories/humans-of-fashion/13questions-with-grace-beverley-founder-of-we-are-tala/
95
FIGURES LIST Figure 1: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 2: Instagram. 2020b. Plastic Bottles Warming Us Up Instead of Warming Up the Planet. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.instagram.com/p/B7biEeQpaMU/ Figure 3: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 4: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 5: Wearetala.com. 2020. We Are Affordable. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 6: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 7: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 8: Instagram. 2019b.Restock Live! Go Tala Girls Go. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.instagram. com/p/ByIEonVBLB0/ Figure 9: Instagram. 2019c. Oh Hey Cuties. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.instagram.com/p/B6gTGzdJPJY/ Figure 10: Instagram. 2019d. Our Charcoal Set Got Us Breaking Out Into A Coal Sweat. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.instagram.com/p/B708KYkpcJS/ Figure 11: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 12: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 13: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 14: Instagram. 2020. Who’s Ready To Get Their Bodies Moving? [Online]. [Accessed 27 March 2020]. Available from: https://www. instagram.com/p/B-NQA0JJM5v/ Figure 15: Instagram. 2020. Brightening Up Your Day. [Online]. [Accessed 27 March 2020]. Available from: https://www.instagram.com/p/ B8yLfhjpCus/ Figure 16: Instagram. 2020. Chai Can’t Believe How Cute You All Look In Your Matching Sets! [Online]. [Accessed 27 March 2020]. Available from: https://www.instagram.com/p/B9ZzgjgpulB/ Figure 17: Instagram. 2020. Let The Sun Shine On You. [Online]. [Accessed 27 March 2020]. Available from: https://www.instagram.com/p/ B9PaUQ8J0xB/ Figure 18: Instagram. 2020. Laughter = The Best Medicine. [Online]. [Accessed 27 March 2020]. Available from: https://www.instagram. com/p/B99p__GpAFi/ Figure 19: Instagram. 2020. Laughter = What’s Your Gym Plan Today?. [Online]. [Accessed 27 March 2020]. Available from: https://www. instagram.com/p/B8tJ3eEpai6/ Figure 20: Wearetala.com. 2020. We Are Tala. [Online]. [Accessed 30 March 2020]. Available from: https://www.wearetala.com Figure 21: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 22: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 23: Lim, L. [No Date]. Person Holding There Is No Planet B Poster. [Online]. [Accessed 27 Feb 2020]. Available from: https://unsplash. com/s/photos/climate-change Figure 24: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 25: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 26: Wearetala.com. 2020. The Zella Loose Tee – Sea. [Online]. [Accessed 30 March 2020]. Available from: https://www.wearetala. com/products/the-zella-loose-tee-sea?variant=31727248506976 Figure 27: Wearetala.com. 2020. The Vei Beanie - Sea. [Online]. [Accessed 30 March 2020]. Available from: https://www.wearetala.com/ collections/headwear/products/the-beanie-sea
96
Figure 27: Wearetala.com. 2020. The Vei Beanie - Sea. [Online]. [Accessed 30 March 2020]. Available from: https://www.wearetala.com/ collections/headwear/products/the-beanie-sea Figure 28: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 29: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 30: Instagram. 2019. TALA POP UP, SHUT IT DOWN!. [Online]. [Accessed 28 March 2020]. Available from: https://www.instagram. com/p/B5SnyxUh1Va/?utm_source=ig_embed Figure 31: Instagram. 2019. Press Night Was A Hit. [Online]. [Accessed 28 March 2020]. Available from: https://www.instagram.com/p/ B5N9Uf8gWbE/?utm_source=ig_embed Figure 32: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 33: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 34: Urbanoutfitters.com. 2020. Iets Frans… Lennox Quarter-Zip Jumper. [Online]. [Accessed 30 March 2020]. Available from: https:// www.urbanoutfitters.com/en-gb/shop/iets-frans-lennox-quarter-zip-jumper?recommendation=dyrectray-OftenViewedWIth&color=067&type=REGULAR&quantity=1 Figure 35: Earl, P. [No Date]. Thrift Shop. [Online]. [Accessed 27 Feb 2020]. Available from: https://unsplash.com/photos/8F0I12ypHPA Figure 36: Distel, A. [No Date]. Facebook Page Of An Entrepreneur’s Social Media On Desktop And Mobile. [Online]. [Accessed 27 Feb 2020]. Available from: https://unsplash.com/photos/tLZhFRLj6nY Figure 37: Muleba, H. [No Date]. Instagram @good.citizen. [Online]. [Accessed 3 March 2020]. Available from: https://unsplash.com/photos/LOA2mTj1vhc Figure 38: Hasan, M. [No Date]. Bobst Library, 70 Washington Square S, New York, NY 10012, USA, United States. [Online]. [Accessed 3 March 2020]. Available from: https://unsplash.com/photos/18G6v__JsbU Figure 39: Instagram. 2020. Who Knew Bamboo x Plastic Bottles Could Look So Good?. [Online]. [Accessed 30 March 2020]. Available from: https://www.instagram.com/p/B9L6S-hp2-u/ Figure 40: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 41: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 42: Instagram. 2020. Lounging On The Go Never Felt So Good. [Accessed 30 March 2020]. Available from: https://www.instagram. com/p/B9cVpVwJ5NV/ Figure 43: Wearetala.com. 2020. We Are Inclusive. [Online]. [Accessed 30 March 2020]. Available from: https://www.wearetala.com Figure 44: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 45: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 46: Posner, H. 2011. Marketing Fashion Strategy, Branding and Promotion. Second Edition. London: Laurence King Publishing Figure 47: TALA. 2020. Hey, from TALA HQ. [Online]. [Accessed 22 April 2020]. Available from: https://www.linkedin.com/company/wearetala/?feedView=images Figure 48: Law, A. 2019. Grace Beverley Is Opening a “Concious Concept Store” in London, So Sorry to Your Credit Card. [Online]. [Accessed 7 April 2020]. Available from: https://www.popsugar.co.uk/fitness/grace-beverley-pop-up-tala-shop-london-46888501 Figure 49: Instagram. 2019. Press Night Was A Hit. [Online]. [Accessed 7 April 2020]. Available from: https://www.instagram.com/p/B5N9Uf8gWbE/?utm_source=ig_embed] Figure 50: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 51: Webb, S. [No Date]. Allan Gardens, Toronto, Canada. [Online]. [Accessed 3 March 2020]. Available from: https://unsplash.com/ photos/lYzgtps0UtQ Figure 52: Infantine, J. [No Date]. Canon A2 50mm f/1.8 Fujichrome Velvia 50. [Online]. [Accessed 3 March 2020]. Available from: https:// unsplash.com/photos/Vy17BFqLOUE Figure 53: Zura, R. [No Date]. 111 Louisiana Ave, Perrysburg, OH 43551, USA, United States. [Online]. [Accessed 3 March 2020]. Available from: https://unsplash.com/photos/iYgiHI36Xv8 Figure 54: Beasty. [No Date]. La Muralla Roja 2. [Online]. [Accessed 3 March 2020]. Available from: https://unsplash.com/photos/-HxIhfS_dUk Figure 55: Robinson, J. [No Date]. Lemons. [Online]. [Accessed 3 March 2020]. Available from: https://unsplash.com/photos/Dia3vG7_ruo Figure 56: Tittel, S. [No Date]. Mustard. [Online]. [Accessed 3 March 2020]. Available from: https://unsplash.com/photos/ViGKnqI9r8o Figure 57: Atomic, K. [No Date]. White Chamomile. [Online]. [Accessed 3 March 2020]. Available from: https://unsplash.com/photos/Z5dKUnRJIiY
97
Figure 58: Iriser, I. [No Date]. Lupine at the Sunset Bokeh Summer. [Online]. [Accessed 3 March 2020]. Available from: https://unsplash. com/photos/SOgkRgjO6K4 Figure 59: Nunex, A. [No Date]. San Antonio, United States. [Online]. [Accessed 3 March 2020]. Available from: https://unsplash.com/photos/3yw8sjbY2E8 Figure 60: Mossholder, T. [No Date]. Wild. [Online]. [Accessed 3 March 2020]. Available from: https://unsplash.com/photos/Qymo-vdiwK4 Figure 61: Catalisano, M. [No Date]. Burano, Venice, Italy. [Online]. [Accessed 3 March 2020]. Available from: https://unsplash.com/photos/ F6NvgzU3RfM Figure 62: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 63: Wearetala.com. 2020. The Blaze Crop-Neon Pink. [Online]. [Accessed 7 April 2020]. Available from: https://www.wearetala.com/ collections/flare/products/the-blaze-crop-neon-pink Figure 64: Wearetala.com. 2020. The Mina Bra – Neon Yellow. [Online]. [Accessed 7 April 2020]. Available from: https://www.wearetala. com/collections/flare/products/the-mina-bra-neon-yellow Figure 65: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 66: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 67: TALA. 2020. Together Positive Change Can Become A Reality. [Online]. [Accessed 7 April 2020]. Available from: https://www. linkedin.com/company/wearetala/ Figure 68: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 69: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 70: Varga, c. 2018. Active Colour A/W 20/21. [Online]. [Accessed 27 Feb 2020]. Available from: https://www-wgsn-com.eu1.proxy. openathens.net/content/board_viewer/#/81461/page/4 Figure 71, 72 and 73: Zhang, J. 2019. China Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https:// www-wgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83806/page/8 Figure 74: Christ, J. 2020. Rampa Do Portao, Funchal, Portugal. [Online]. [Accessed 7 April 2020]. Available from: https://unsplash.com/photos/hUcfRS5HMH8 Figure 75: Bout, W. 2020. Battery Crosby (1900), San Francisco, United States. [Online]. [Accessed 7 April 2020]. Available from: https://unsplash.com/photos/cVBaC5D2EDo Figure 76: Manaligod, L. 2020. Everlasting Bouquet. [Online]. [Accessed 7 April 2020]. Available from: https://unsplash.com/photos/i7uV0Q8tJ48 Figure 77: Theodore, J. 2020. No Name. [Online]. [Accessed 7 April 2020]. Available from: https://unsplash.com/photos/uRSHCt6VFc4 Figure 78-82: Kostiak, Y. 2019. Active Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://www-wgsncom.eu1.proxy.openathens.net/content/board_viewer/#/83389/page/5 Figure 83: Fulgar. 2020. Recycled Nylon – Q-Nova By Fulgar. [Online]. [Accessed 3 April 2020]. Available from: https://www.fulgar.com/eng/ insights/recycled-nylon-q-nova-by-fulgar Figure 84: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 85: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 86: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 87: Sorona. 2020.Find What Moves You. [Online]. [Accessed 22 April 2020]. Available from: http://sorona.com Figure 88: Econyl. 2020. About Us. [Online]. [Accessed 22 April 2020]. Available from: https://www.econyl.com/about-us/#lg=1&slide=18 Figure 89: Fugar. 2020. Q-Nova. [Online]. [Accessed 22 April 2020]. Available from: https://www.fulgar.com/eng/products/q-nova Figure 90: Recover. 2020. Recover Yarns Are Used To Make All Types of Fashion, Accessory, And Home Textile. [Online]. [Accessed 22 April 2020]. Available from: https://www.recovertex.com/products/ Figure 91: Tencel. 2020. Tencel Lyocell Fibers. [Online]. [Accessed 22 April 2020]. Available from: https://www.tencel.com/about Figure 92: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 93: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 94: Instagram. 2020. What Are You and Your Girl Doing This Galentines. [Online]. [Accessed 3 April 2020]. Available from: https:// www.instagram.com/p/B8bN6F5JqUA/ Figure 95: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com
98
Figure 96: Wearetala.com. 2020. The Dash Run Hoodie – Black. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala. com/collections/run/products/the-dash-running-hoodie-black Figure 97: Wearetala.com. 2020. The Swift Run Shorts – Black. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala. com/collections/run/products/the-swift-run-shorts-black Figure 98: Wearetala.com. 2020. The Dash Run Hoodie – Navy. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala. com/collections/run/products/the-dash-running-hoodie-navy Figure 99: Wearetala.com. 2020. The Zahara Bra – Baby Blue. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala.com/ collections/core-colours/products/the-zahara-bra-baby-blue Figure 100: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 101: Wearetala.com. 2020. The Zahara Bra – Pale Yellow. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala. com/collections/core-colours/products/the-zahara-bra-pale-yellow Figure 102: Wearetala.com. 2020. The Zahara Bra – Dusty Pink. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala. com/collections/core-colours/products/the-zahara-bra-dusty-pink Figure 103: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 104: Wearetala.com. 2020. The Hosta Shorts – Black. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala.com/ collections/core/products/the-hosta-shorts-black Figure 105: Wearetala.com. 2020. The Iris Bra – Burgundy. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala.com/ collections/core/products/the-iris-bra-burgundy Figure 106: Wearetala.com. 2020. The Aura Bra – Light Grey. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala.com/ collections/core/products/the-aura-bra-light-grey Figure 107: Wearetala.com. 2020. The Blaze Crop – Neon Yellow. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala. com/collections/flare/products/the-blaze-crop-neon-yellow Figure 108: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 109: Wearetala.com. 2020. The Blaze Crop – Neon Yellow. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala. com/collections/flare/products/the-blaze-crop-neon-yellow Figure 110: Wearetala.com. 2020. The Mina Bra – White. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala.com/collections/flare/products/the-mina-bra-white Figure 111: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 112: Wearetala.com. 2020. Mali Reflective Pacer. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala.com/products/mali-reflective-pacer?_pos=1&_sid=0e6f7b46a&_ss=r Figure 113: Wearetala.com. 2020. Nova Trackies - Grey. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala.com/collections/edge/products/nova-trackies-grey Figure 114: Wearetala.com. 2020. Onda Zip Top – Grey Marl. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala.com/ collections/edge/products/onda-zip-top-grey-marl Figure 115: Wearetala.com. 2020. Echo. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala.com/collections/echo Figure 116: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 117: Wearetala.com. 2020. The Cosmos Tee - Grey. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala.com/ collections/echo/products/the-cosmos-tee-grey Figure 118: Wearetala.com. 2020. The Cosmos Tee - Black. [Online]. [Accessed 8 April 2020]. Available from:https://www.wearetala.com/ collections/echo/products/the-cosmos-tee-black Figure 119: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 120: Wearetala.com. 2020. The Nava Ribbed Legging - Black. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala.com/collections/galentines-1/products/the-nava-ribbed-legging-black Figure 121: Wearetala.com. 2020. The Nava Ribbed Legging - Grey. [Online]. [Accessed 8 April 2020]. Available from:https://www.wearetala.com/collections/galentines-1/products/the-nava-ribbed-legging-grey Figure 122: Wearetala.com. 2020. The Cali Crop Top - Berry. [Online]. [Accessed 8 April 2020]. Available from:https://www.wearetala.com/ collections/galentines-1/products/the-cali-crop-top-berry Figure 123: Wearetala.com. 2020. Form Bralette - White. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala.com/collections/form-underwear/products/form-bralette-white Figure 124: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com
99
Figure 125: Wearetala.com. 2020. Form Bralette - Black. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala.com/ products/form-bralette-black?variant=31597601259616 Figure 126: Wearetala.com. 2020. Form Bralette - Grey. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala.com/collections/form-underwear/products/form-bralette-grey-marl-x-small Figure 127: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 128: Wearetala.com. 2020. The Acacia Crop - Grey. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala.com/ collections/rec/products/the-acacia-crop-grey Figure 129: Wearetala.com. 2020. The Ivy Trackies - Black. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala.com/ collections/rec/products/the-ivy-trackies-black Figure 130: Wearetala.com. 2020. The Acacia Crop - Black. [Online]. [Accessed 8 April 2020]. Available from: https://www.wearetala.com/ collections/rec/products/the-acacia-crop-black Figure 131: Wearetala.com. 2020. Zae Long Sleeve Top - Black. [Online]. [Accessed 12 April 2020]. Available from: https://www.wearetala. com/collections/365/products/zae-long-sleeve-top-black Figure 132: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 133: Wearetala.com. 2020. Zae Short Sleeve Top - Chai. [Online]. [Accessed 12 April 2020]. Available from: https://www.wearetala. com/collections/365/products/zae-short-sleeve-crop-top-chai Figure 134: Wearetala.com. 2020. Zae Short Sleeve Top - Grey. [Online]. [Accessed 12 April 2020]. Available from: https://www.wearetala. com/collections/365/products/zae-short-sleeve-crop-top-grey Figure 135: Wearetala.com. 2020. Tote Bag. [Online]. [Accessed 12 April 2020]. Available from: https://www.wearetala.com/collections/ accessories/products/tote-bag Figure 136: Wearetala.com. 2020. Wide Headband - Burgundy. [Online]. [Accessed 12 April 2020]. Available from: https://www.wearetala. com/collections/accessories/products/wide-headband-burgundy Figure 137: Wearetala.com. 2020. Bamboo Cutlery. [Online]. [Accessed 12 April 2020]. Available from: https://www.wearetala.com/collections/accessories/products/bamboo-cutlery Figure 138: Wearetala.com. 2020. Leaf Face Cloth - Pinki. [Online]. [Accessed 12 April 2020]. Available from: https://www.wearetala.com/ collections/accessories/products/leaf-microfibre-make-up-remover-cloth-pink Figure 139: Wearetala.com. 2020. Regular Sock, White With Black Branding, Triple Pack. [Online]. [Accessed 12 April 2020]. Available from: https://www.wearetala.com/products/regular-sock-triple-pack-black-grey-burgundy?variant=31561803497568 Figure 140: Wearetala.com. 2020. Leaf Mini Face Cloth - White. [Online]. [Accessed 12 April 2020]. Available from: https://www.wearetala. com/collections/accessories/products/leaf-mini-microfibre-make-up-remover-cloth-white Figure 141: Wearetala.com. 2020. Ankle Sock, White With Multicoloured Branding, Triple Pack. [Online]. [Accessed 12 April 2020]. Available from: https://www.wearetala.com/collections/accessories/products/ankle-sock-white-with-multicoloured-branding-triple-pack Figure 142-144: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 145: Wearetala.com. 2020. We Are Sustainable. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 146: Zagor, N. 2020. Sun-Faded Luxe: Design Capsule S/S 21. [Online]. [Accessed 25 March]. Available from: https://www.wgsn. com/content/board_viewer/#/86165/page/6 Figure 147, 151, 152, 154: Harman, J. 2019. Women’s Active Apparel: Key Items Fashion S/S 21. [Online]. [Accessed 25 March]. Available from: https://www.wgsn.com/content/board_viewer/#/83866/page/3 Figure 148: Harman, J. 2019. Women’s Active Apparel: Key Items Fashion S/S 21. [Online]. [Accessed 25 March]. Available from: https:// www.wgsn.com/content/board_viewer/#/82389/page/12 Figure 149, 150, 153: Harman, J. 2019. Beach Tri-letics: Design Capsule S/S 20. [Online]. [Accessed 25 March]. Available from: https://www. wgsn.com/content/board_viewer/#/86316/page/4 Figure 155: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 156: Varga, c. 2018. Active Colour A/W 20/21. [Online]. [Accessed 27 Feb 2020]. Available from: https://www-wgsn-com.eu1.proxy. openathens.net/content/board_viewer/#/81461/page/4 Figure 157-159: Zhang, J. 2019. China Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83806/page/8 Figure 160-164: Kostiak, Y. 2019. Active Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83389/page/5 Figure 165: Correa, A. 2020. Dreamscape: Footwear & Accessories Design Capsule S/S 21 https://www.wgsn.com/content/board_viewer/#/86467/page/9
100
Figure 166-167: Palmer, S. 2019. Bags: Key Items Fashion S/S21. [Online]. [Accessed 3 March 2020]. Available from: https://www.wgsn.com/ content/board_viewer/#/84587/page/13 Figure 168-169: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 170: Wearetala.com. 2020. We Are Ethical. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 171-172: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 173: Zagor, N. 2020. Sun-Faded Luxe: Design Capsule S/S 21. [Online]. [Accessed 25 March]. Available from: https://www.wgsn. com/content/board_viewer/#/86165/page/6 Figure 174-178: Kostiak, Y. 2019. Active Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83389/page/5 Figure 179-181: Zagor, N. 2020. Sun-Faded Luxe: Design Capsule S/S 21. [Online]. [Accessed 25 March]. Available from: https://www.wgsn. com/content/board_viewer/#/86165/page/6 Figure 182: Harman, J. 2019. Women’s Active Apparel: Key Items Fashion S/S 21. [Online]. [Accessed 25 March]. Available from: https:// www.wgsn.com/content/board_viewer/#/82389/page/12 Figure 183-184: Zhang, J. 2019. China Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83806/page/8 Figure 185-189: Kostiak, Y. 2019. Active Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83389/page/5 Figure 190-192: Zagor, N. 2020. Sun-Faded Luxe: Design Capsule S/S 21. [Online]. [Accessed 25 March]. Available from: https://www.wgsn. com/content/board_viewer/#/86165/page/6 Figure 193-194: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 195: Harman, J. 2019. Beach Tri-letics: Design Capsule S/S 20. [Online]. [Accessed 25 March]. Available from: https://www.wgsn. com/content/board_viewer/#/86316/page/4 Figure 196-198: Zhang, J. 2019. China Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83806/page/8 Figure 199-203: Kostiak, Y. 2019. Active Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83389/page/5 Figure 204-207: Zagor, N. 2020. Sun-Faded Luxe: Design Capsule S/S 21. [Online]. [Accessed 25 March]. Available from: https://www.wgsn. com/content/board_viewer/#/86165/page/6 Figure 208: Harman, J. 2019. Women’s Active Apparel: Key Items Fashion S/S 21. [Online]. [Accessed 25 March]. Available from: https:// www.wgsn.com/content/board_viewer/#/83866/page/3 Figure 209: Active Colour A/W 20/21. [Online]. [Accessed 27 Feb 2020]. Available from: https://www-wgsn-com.eu1.proxy.openathens.net/ content/board_viewer/#/81461/page/4 Figure 210-212: Zhang, J. 2019. China Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83806/page/8 Figure 213-215: Zagor, N. 2020. Sun-Faded Luxe: Design Capsule S/S 21. [Online]. [Accessed 25 March]. Available from: https://www.wgsn. com/content/board_viewer/#/86165/page/6 Figure 216-217: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 218: Harman, J. 2019. Beach Tri-letics: Design Capsule S/S 20. [Online]. [Accessed 25 March]. Available from: https://www.wgsn. com/content/board_viewer/#/86316/page/4 Figure 219: Varga, c. 2018. Active Colour A/W 20/21. [Online]. [Accessed 27 Feb 2020]. Available from: https://www-wgsn-com.eu1.proxy. openathens.net/content/board_viewer/#/81461/page/4 Figure 220 and 223: Zhang, J. 2019. China Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83806/page/8 Figure 221 and 222: Kostiak, Y. 2019. Active Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https:// www-wgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83389/page/5 Figure 224-227: Zagor, N. 2020. Sun-Faded Luxe: Design Capsule S/S 21. [Online]. [Accessed 25 March]. Available from: https://www.wgsn. com/content/board_viewer/#/86165/page/6 Figure 228: Harman, J. 2019. Women’s Active Apparel: Key Items Fashion S/S 21. [Online]. [Accessed 25 March]. Available from: https:// www.wgsn.com/content/board_viewer/#/83866/page/3
101
Figure 229 and 230: Zhang, J. 2019. China Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83806/page/8 Figure 231: Kostiak, Y. 2019. Active Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://www-wgsncom.eu1.proxy.openathens.net/content/board_viewer/#/83389/page/5 Figure 232-235: Zagor, N. 2020. Sun-Faded Luxe: Design Capsule S/S 21. [Online]. [Accessed 25 March]. Available from: https://www.wgsn. com/content/board_viewer/#/86165/page/6 Figure 236 and 237: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 238: Harman, J. 2019. Beach Tri-letics: Design Capsule S/S 20. [Online]. [Accessed 25 March]. Available from: https://www.wgsn. com/content/board_viewer/#/86316/page/4 Figure 239: Varga, c. 2018. Active Colour A/W 20/21. [Online]. [Accessed 27 Feb 2020]. Available from: https://www-wgsn-com.eu1.proxy. openathens.net/content/board_viewer/#/81461/page/4 Figure 240 and 243: Zhang, J. 2019. China Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83806/page/8 Figure 241 and 242: Kostiak, Y. 2019. Active Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https:// www-wgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83389/page/5 Figure 244-246: Zagor, N. 2020. Sun-Faded Luxe: Design Capsule S/S 21. [Online]. [Accessed 25 March]. Available from: https://www.wgsn. com/content/board_viewer/#/86165/page/6 Figure 247: Harman, J. 2019. Women’s Active Apparel: Key Items Fashion S/S 21. [Online]. [Accessed 25 March]. Available from: https:// www.wgsn.com/content/board_viewer/#/83866/page/3 Figure 248 and 249: Zhang, J. 2019. China Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83806/page/8 Figure 250-254: Kostiak, Y. 2019. Active Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83389/page/5 Figure 255-258: Zagor, N. 2020. Sun-Faded Luxe: Design Capsule S/S 21. [Online]. [Accessed 25 March]. Available from: https://www.wgsn. com/content/board_viewer/#/86165/page/6 Figure 259-260: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 261: Harman, J. 2019. Women’s Active Apparel: Key Items Fashion S/S 21. [Online]. [Accessed 25 March]. Available from: https:// www.wgsn.com/content/board_viewer/#/83866/page/3 Figure 262 and 263: Zhang, J. 2019. China Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83806/page/8 Figure 264-268: Kostiak, Y. 2019. Active Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83389/page/5 Figure 269-272: Zagor, N. 2020. Sun-Faded Luxe: Design Capsule S/S 21. [Online]. [Accessed 25 March]. Available from: https://www.wgsn. com/content/board_viewer/#/86165/page/6 Figure 273: Palmer, S. 2019. Bags: Key Items Fashion S/S21. [Online]. [Accessed 3 March 2020]. Available from: https://www.wgsn.com/ content/board_viewer/#/84587/page/13 Figure 274 and 275: Zhang, J. 2019. China Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83806/page/8 Figure 276: Kostiak, Y. 2019. Active Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://www-wgsncom.eu1.proxy.openathens.net/content/board_viewer/#/83389/page/5 Figure 277: Zagor, N. 2020. Sun-Faded Luxe: Design Capsule S/S 21. [Online]. [Accessed 25 March]. Available from: https://www.wgsn. com/content/board_viewer/#/86165/page/6 Figure 278-279: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 280: Palmer, S. 2019. Bags: Key Items Fashion S/S21. [Online]. [Accessed 3 March 2020]. Available from: https://www.wgsn.com/ content/board_viewer/#/84587/page/13 Figure 281-282: Zhang, J. 2019. China Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83806/page/8 Figure 283: Kostiak, Y. 2019. Active Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://www-wgsncom.eu1.proxy.openathens.net/content/board_viewer/#/83389/page/5
102
Figure 284: Zagor, N. 2020. Sun-Faded Luxe: Design Capsule S/S 21. [Online]. [Accessed 25 March]. Available from: https://www.wgsn. com/content/board_viewer/#/86165/page/6 Figure 285: Correa, A. 2020. Dreamscape: Footwear & Accessories Design Capsule S/S 21 https://www.wgsn.com/content/board_viewer/#/86467/page/9 Figure 286: Varga, c. 2018. Active Colour A/W 20/21. [Online]. [Accessed 27 Feb 2020]. Available from: https://www-wgsn-com.eu1.proxy. openathens.net/content/board_viewer/#/81461/page/4 Figure 287-289: Zhang, J. 2019. China Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83806/page/8 Figure 290-294: Kostiak, Y. 2019. Active Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://wwwwgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83389/page/5 Figure 295: Zagor, N. 2020. Sun-Faded Luxe: Design Capsule S/S 21. [Online]. [Accessed 25 March 2020]. Available from: https://www. wgsn.com/content/board_viewer/#/86165/page/6 Figure 296: Instagram. 2020. Ziggy Knows My. [Online]. [Accessed 22 April 2020]. Available from: https://www.instagram.com/p/B89nBfvgfuj/ Figure 297: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 298: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com Figure 299: https://twitter.com/lindaborscika/status/1217187288284790789/photo/2 Figure 300, 303, 306, 308, 312, 317: Kostiak, Y. 2019. Active Colour Trend Concepts S/S 21. [Online]. [Accessed 3 March 2020]. Available from: https://www-wgsn-com.eu1.proxy.openathens.net/content/board_viewer/#/83389/page/5 Figure 301: Giovanetti, F. How Sustainable Activewear Sensation We Are Tala Broke The Internet. [Online]. [Accessed 22 April 2020]. Available from: https://creativeimpact.group/we-are-tala/ Figure 302: Dahlgren, L. 2020. Every Week in Aspen, Colorado. [Online]. [Accessed 22 April 2020]. Available from: https://unsplash.com/ photos/AVWkhdsjfH4 Figure 304: Tan, S. 2020. Pink Touch. [Online]. [Accessed 22 April 2020]. Available from: https://unsplash.com/photos/lYLeIM2W-cw Figure 305: Adams, R. 2016. Le Premier Magasin Ephemere De Kylie Cosmetics A Ouvert En California. [Online]. [Accessed 22 April 2020]. Available from: https://www.leseclaireuses.com/beaute/le-premier-magasin-ephemere-de-kylie-cosmetics-a-ouvert-en-californie.html Figure 307: Huwe, A. 2020. My New Room. [Online]. [Accessed 22 April 2020]. Available from: https://www.pinterest.co.uk/ pin/14355292537897802/ Figure 309: Leung, J. 2020. Fractal Flora, San Jose, United States. [Online]. [Accessed 22 April 2020]. Available from: https://unsplash.com/ photos/r5pPYI6lEpA Figure 310: Instagram. 2019. Press Night Was a Hit. [Online]. [Accessed 22 April 2020]. Available from: https://www.instagram.com/p/ B5N9Uf8gWbE/ Figure 311: Instagram. 2019. To Think 7 months ago this company didn’t exist. [Online]. [Accessed 22 April 2020]. Available from: https:// www.instagram.com/p/B5Qm-sPANYW/ Figure 313: Beales, J. 2020. The Jun Motel, Prince Edward, Canada. [Online]. [Accessed 22 April 2020]. Available from: https://unsplash. com/photos/geRpPjIiu8U Figure 314: Spiske, M. [No Date]. Green Leafed Seedlings On Black Plastic Pots. [Online]. [Accessed 3 March 2020]. Available from: https:// unsplash.com/photos/4PG6wLlVag4 Figure 315: Alibaba. 2020. Good Vibes Only Custom Led Leon Sign for Party. [Online]. [Accessed 22 April 2020]. Available from: https:// www.alibaba.com/product-detail/Good-Vibes-Only-Custom-Led-Neon_60734275547.html Figure 316: Ecomm-Tips. 2020. Marketing. [Online]. [Accessed 22 April 2020]. Available from: https://ecommercetips.org/category/marketing/ Figure 317: Wearetala.com. 2020. Logo. [Online]. [Accessed 27 Feb 2020]. Available from: https://www.wearetala.com
103
FIG 317
104