Mi-Pac Report

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Contents 1

Executive Summary

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Industry Situation

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Market Situation

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Competitive Situation

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Strongest Competitor

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Consumer Analysis

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Brand Analysis

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Brand Objectives

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Action and implementation Plan

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Conclusion

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Appendix

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Bibliography

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List Of Illustrations

Executive Summary This report will showcase a fashion film lookbook to promote the bag and accessories brand Mi-Pac. The audience it is aiming to appeal to are a younger male adult as it will bring in an audience they do not currently have and could sell well to. This aims to create a film with a street wear feel, in a range of locations to show practicality and styles of backpacks.

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Industry Situation Mi-Pac is a high street brand which ‘Keeps your luggage game at top level’. It offers to the consumer a good quality bag brand which is both stylish as well as practical. With a ‘wide palette of colours, patterns and fabrics’, it appeals to a large amount of consumers. (see Appendix A1)

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Market Situation The market segment for Mi-Pac is the young adult between the ages of 16 - 25. The bag and accessories market is difficult to be successful in as the majority of bag styles have already been done. Mi-Pac has a classic simple look which runs through their whole collection. With their different patterns and colours, there is a gap for those who want a simple bag which will be practical in all situations. Mi-Pac as a brand appeals a wide range of people but focuses on young adults going to college or university as well as those in a working environment to hold books or a laptop.

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Competitive Situation

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Herschel Supply co.

Herschel offer a wide range of different styles of bags and backpacks. Similarly to Mi-Pac each bag is done in different colours, textures and patterns, there is a bag to suit everyone.

These bags are stocked on well known high street websites right next to Mi-Pac. However Herschel is seen widely in many stores, especially as they have such wide product range.

Some stores offer a selection of bags, others a selection of laptop and tablet cases. Founded in 2009, It has not taken them very long to build their ‘design driven global accessories brand that produces quality products with a fine regard for detail.’ They seem to be more successful with the menswear market as it is easier to sell a branded backpack to the male audience. (see Appendix A2)

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Stengths - Wide range of products - Different styles of back packs - Wide range of colours, textures and patterns - Have good online stockists such as Urban Outfitters and ASOS

Weaknesses - Main website only sells to USA and Canada - Higher price point compared to other bag brands - ÂŁ40 ÂŁ100 - A lot of competition - More suited towards men

Opportunities - To sell internationally/worldwide from their website - Branch out even further in terms of them as a brand and who they approach

Threats - Up and coming brands have similar ideas - There is other bag brands doing just as well if not better Posner. H (2011)

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Eastpak Eastpak offer a wide range of products in a vast array of colours, patterns and producst. Similarly to Mi-Pac their main style of backpack is very simple and practical. Eastpak similarly to Herschel is stocked on well known websites along with popular high street stores. They offer a bundle of different products appealing to a range of different audiences.

A range that Mi-Pac doesn’t have. Eastpak has been making backpacks since the 70’s and has had continuing success ever since then, however there is an increasing amount of branded backpack brands emerging. Eastpak seem to be more successful with those who want a practical backpack rather than one which is stylish and on trend and does appeal to male orientated audience. (see Appendix A3)

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Stengths - Brand has been around since 1950’s and backpacks since the 70’s - Well known heritage brand have videos and Look books to support them - Appeal to the young trendy London worker - Re-branded their logo slightly to give a younger feel

Weaknesses - Logo isn’t the most appealing - There was a time when they did really well and its gone down hill a little sinceother brands are doing similar things - Everything is similar to other brands, not much makes them different

Opportunities - To bring in a new audience e.g Kids - To fully update logo

Threats - Brands doing the same thing for a while are doing better - Brands with the same shape bags are doing better Posner. H (2011)

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Stongest Competitor Herschel Supply co.

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Herschel seem to be most successful with their simple backpacks with the simple logo. They also seem to sell well online due to the change in technology and increasing amount of consumers shopping online. Herschel have been creating fashion lookbooks since fall 2011. They have created a lookbook every S/S and A/W. The quality of them gets better each year with more in depth stories and interesting locations.

It draws in the location and the reason for owning a herschel bag in that location. They offer more than Mi-Pac in terms of quality of photos and film. (see Appendix A4) Mi-Pac can learn from this which is why the aim is to create a fashion film promoting their backpacks and Mi-Pac as a brand.

By employing the film technique, it will add interest and show the brand off to be a good quality bag brand like Herschel.

Herschel’s USP is the simple logo on a white background which is sewn in a patch style on every bag. The buckle detail seen on the majority of their bags would also be one of their USP’s. (see Appendix A5) With a large product range and clear branding, they are hard to miss. They market and promote their products well through film and position themselves well in terms of where they are sold. By having film lookbooks, they instantly market themselves at a higher level showcasing an all round good quality brand. (See Appendix A6) This affects Mi-Pac due to the fact they do not have a film, only lookbook images which are very simple. Urban outfitters is one of the biggest, trendiest fashion stores in the current high street movement and having a product range with them will target the right audience. This affects Mi-Pac as a brand purely because they also have a range of products sold at Urban Outfitters which means there is instant competition in terms of backpacks.

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Consumer Analysis Fig 22

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Young Bright Stylish Freedom Expression Creative Unisex Music Hardworking Personal Style Instagram Simple Cool Trendy Social Fearless Fun Everyone Enjoyment Edgy Practical Confident Youthful Modern Inspire Spontaneous Bold Exciting Happy Patterns Impress Adidas Instagram

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(see Appendix A9)

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Brand Analysis Mi-Pac as a brand is mainly an online high street brand which is sold on a range of different fashion websites as well as a range of high street stores, many focused more towards the male gender. (see Appendix A7) The brand is very simple and classic in terms of the style of bags they produce, however their gold range creates a young vibe that appeals to the trendier person. It is a fun, cool, edgy, stylish brand which appeals to a range of different types of people.

Those who love their fashion and style as well as those who want a simple bag with something a little different.

Mi-Pac’s unique selling point would be their Gold range as its different to other bag ranges, they have created a range of backpacks with the most beautiful textured materials which feel luxorious and worth the £40/£50 price tag.

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Mi-Pac specialise in bags of different kinds from backpacks to coin holders to pencil cases, The type of bag you would need in every day life. Their range of accessories are designed to express ‘personal style and freedom of expression’. Their range of colours and pattern make you free to have a bag that is bold and different which is the main part in their brand identity. (see Appendix A8) Along side this is the simple logo which is clear and different from any other bag brand. The muted shade of green is clearly associated with Mi-Pac and you would know the branding if you saw it. As they do sell on well known online retailers, they are widely seen through the accessories range that the websites provide even when they are sat right next to their competitors.

The most visual part of the brand is the ‘MI’ logo which is seen on every backpack on the front pocket, it is a clear font and logo which is embroidered onto the bag usually matching the colour of the bag or a similar colour that blends in and works with the pattern and colour of the bag. This logo is seen on all of their products in the same way.

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Brand Objectives Strengths - Provide good quality, simple and practical backpacks - Strong aesthetic - Strong simple logo - Wide range of stockists - Huge range of backpacks

Weaknesses - Not widely known by the younger generation that they are appealing too - No fashion film or promotion to back themselves - theres no promotion of this brand what so ever, if you’ve seen on an online store you’ll know about it - Isn’t as powerful as other bag and accessory brands - other brands communicate their products better - Each stockist sells a select few bags - not the best way to sell as you have to look through all stockists to find the one you want - They’ve collaborated with LCF but who actually knows about it - LCF and followers of the brand would know but who else? no many - They don’t sell off their own website - major flaw and no one will visit the website, they’ll go straight to the stockists

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Opportunities - To create a fashion film look book to promote them as a brand as they only have a photoshoot look book which is only shown on their website and on a tiny little book which comes with each bag - To bring in a new audience - an audience that doesn’t know about the brand

Threats

- To really push themselves as a brand and get themselves known - create something a little different to get them know with people they my have not thought about

- Other bag brands are doing better - brands like herschel are powering way above - Brands with similar products are doing more to get their products known and out there - Fashion films every season and look books and photos along side

Posner. H (2011)

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Action And Implementation Plan

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Once the film is completed, It will be uploaded to either Vimeo or Youtube and will be promoted through social media such as Twitter, Facebook and Instagram. Snapchat could be a potential way to get the film out to a wider audience. In addition to this, using well known bloggers such as The Gentleman Blogger to showcase the backpacks on their blog along with adding a link to the film to help boost views and bring in a bigger audience for Mi-Pac. By using hashtags associated with Mi-Pac as well as commonly used hashtags, the film will hopefully be viewed by a range of people. It will be promoted in the best ways possible on social media to ensure it reaches as many as possible. It is a better way to gain a larger audience and sell the brand.

The intended idea is to create a film which aligns with the younger male adult which should work well as backpacks are often worn by this target market. By going with a street wear vibe, it will appeal to male university students that enjoy keeping up with the trends. Two film students have offered to help create a good quality on trend fashion lookbook film which will be styled with the intended street wear feel.

Exposure will be gained through social media and the idea is to hopefully get recognised and featured on magazine websites such as Notion Magazine Online. By getting artists such as Raleigh Ritchie, Confetti Crowd and Palace to wear and post photos via social media, instantly they are promoting Mi-Pac. If they are not helping sales go up, they are helping to get the brand recognised.

The more promotion made through social media, the more the word gets out to other people. Those with a large following are likely to encourage others to buy something, in this case a Mi-Pac backpack. Due to this hopefully sales will increase. The brand exposure would be huge and therefore would hopefully make the brand bigger and better and known to those who did not know before hand.

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Conclusion The final film outcome showcases a fashion film lookbook promoting three Mi-Pac backpacks in three different locations, illustrating locations and practicality of the Mi-Pac Gold backpacks. The styling throughout matches street wear styles that the younger male adult tend to stick to which should initially draw those consumers in. The aims have been met but there is more that could be done to improve.

Throughout the creation of the film, there are matters that have been discovered. Mi-Pac is in fact a good quality bag and accessories brand which does produce on trend pieces to suit the younger market. Each backpack used in the film would appeal to a different type of person which is the reasoning for using different models and locations. This shows the versatility of the Mi-Pac brand and the wide range of people that they appeal to. Another discovery was that shooting in outside locations at this time of year is a struggle as the weather can be very temperamental and has in fact slightly ruined one of the shoots, due to the water stains seen on the green backpack. Creating a look book really does need to showcase the item you are intending to sell. The styling is important in making this happen however ultimately the focus needs to stay on the item intended which in this case is the backpacks.

Areas that need improving on are matching the styling to the locations to make it more realistic and easier to relate to. One of the shoots was aesthetically pleasing to look at, however the styling did not exactly match the location perfectly but the colours and aesthetics of the outfit worked. Another part that needs improvement would be creating more of a narrative for the film to make it more of an interesting film rather than a lookbook however a look book has worked better in this situation.

Looking forward from this, the next step would be to create a full lookbook for each season. There would be a Mi-Pac Main, Mi-Pac Gold and Mi-Pac Mini lookbook which would be showcased on their website alongside their look book images. They would be simple but expressing the freedom and personalities of their ideal consumer. Mi-Pac Mini would be the ideal next step as it is a collection of backpacks made for children. As it stands most children need to carry their items to school. This film however would have to appeal to the person who will be buying it, The parents. It will be finding a way of showing Mi-Pac as a good quality bag and accessories brand which will appeal to both the children and the parents.

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Appendix A1 - ‘Behind every great Mi-Pac piece is a team of designers working hard to bring fresh prints, collaborations and styles to keep your luggage game at the top level.To get a little glimpse inside a designer’s life and to see how the design process works behind the scenes, we spent 24 hours with Mi-Pac’s head designer to see what they get up to on a day-to-day basis.

Not only have we been given this exclusive access but they’ve also let us into a few secrets about their upcoming projects so pay close attention for the inside scoop.’ - theidleman.com A2 - ‘Founded in 2009 by brothers Jamie and Lyndon Cormack, Herschel Supply Co. adopted the name of the town where three generations of their family grew up. Based in Vancouver, Canada, Herschel Supply Co. is a design driven global accessories brand that produces quality products with a fine regard for detail.’ - herschelsupply.com/about A3 - ‘1976 - Mark Goldman joins his father’s company and discovers a new niche market for its military bags: the U.S. college campus! The Padded Pak’r® backpack is an overnight success and the Eastpak brand is born’ - eastpak.com/uk-en/about_eastpak

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A4

Herschel Supply Co. Vimeo Screen Grabs - vimeo.com/herschelsupply

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A5

A6 - Worldwide - ASOS, Zalando UK - Route One, Urban Outfitters, Liberty, Skate Hut, Size, Surfdome, Selfridges, John Lewis, Coggles, The Idle Man, My Bag, The Hut A7 Worldwide - ASOS, Zalando UK - Ark, G2 Lifestyle, Skate Hut, UK Kolours LTD, Turners, Coggles, The Idle Man, Cloggs, Route One, Skate Shack, Urban Outfitters, My Bag, Debenhams, Mastershoe, Foot Asylum, Schuh, Skates, USC, The Hut, Surfdome, John Lewis A8 - ‘Creativity is at the heart of everything Mi-Pac represents. At our core we value individuality and freedom of expression. Our range of accessories are designed to express your personal style, through a wide palette of colours, patterns and fabrics. We are proud of our bags and continue to innovate with new and exciting designs each season.’ - mi-pac.com

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A9

Fashion Marketing - Harriet Posner The above image showcases a brand onion and the area in which each layer addresses

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Bibliography

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About - Herschel supply Co (no date) Available at: https://www.herschelsupply.com/about/ (Accessed: 25 October 2015).

Inline Citations: (About - Herschel supply Co, no date) Herschel supply Co (no date) Available at: https://vimeo.com/herschelsupply (Accessed: 31 October 2015).

Inline Citations: (Herschel supply Co, no date) McCarthy, L. (2015) 24 hours with Mi-Pac’s head designer. Available at: http://theidleman. com/manual/arrivals/24-hours-with-mi-pacs-head-designer/ (Accessed: 17 October 2015).

Inline Citations: (McCarthy, 2015) Mi-Pac (2012) Mi-Pac on Twitter. Available at: https://twitter.com/MiPacOfficial (Accessed: 17 October 2015).

Inline Citations: (Mi-Pac, 2012) Mi-Pac (@mipacofficial) • Instagram photos and videos (no date) Available at: https://www. instagram.com/mipacofficial/ (Accessed: 17 October 2015).

Inline Citations: (Mi-Pac (@mipacofficial) • Instagram photos and videos, no date) Mi Pac | Bags| backpacks |Rucksacks | Duffels (2014) Available at: http://www.mi-pac.com (Accessed: 9 October 2015).

Inline Citations: (Mi Pac | Bags| backpacks |Rucksacks | Duffels, 2014) Mi-Pac Facebook (no date) Available at: https://www.facebook.com/MiPacBags (Accessed: 17 October 2015).

Inline Citations: (Mi-Pac Facebook, no date) Mi Pac Pinterest (no date) Available at: https://www.pinterest.com/search/?q=mipac (Accessed: 17 October 2015).

Inline Citations: (Mi Pac Pinterest, no date Mi-Pac Polyvore (no date) Available at: http://www.polyvore.com/mi-pac_backpacks/ shop?brand=Mi-Pac&category_id=259 (Accessed: 17 October 2015).

Inline Citations: (Mi-Pac Polyvore, no date) Posner, H. (2011) Marketing fashion. London: Laurence King Pub. Inline Citations: (Posner, 2011) Posner, H. (2011) Marketing fashion - SWOT Analysis Page 98-99. London: Laurence King Pub. Inline Citations: (Posner, 2011) Shop by (2015) Available at: http://www.eastpak.com/uk-en (Accessed: 25 October 2015).

Inline Citations: (Shop by, 2015)

Film Credits

Director Of Photography - James Lee Stedi Camera - Owain Uylet Slider Camera - Mike McKnight Stylist - Charlotte Crockett Producer - Isabelle Panousis Models - Reuben Green, Tola Adesoji and James Richards

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List Of Illustrations

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Front Cover Silver Backpack In Beach Scene Owain Uylet, James Lee 2015 Front Cover Logo Mi-Pac Logo Illustration Charlotte Crockett 2015 Fig 1 Black Backpack In Underpass Owain Uylet, James Lee, Charlotte Crockett 2015 Fig 2 Mi-Pac AW15 main look book photo - Black backpack (2014) Available at: http://www.mi-pac. com/lookbook/aw15-main (Accessed: 31 October 2015).

Inline Citations: (Mi-Pac AW15 look book photo - Black backpack, 2014) Fig 3 Mi-Pac AW15 main look book photo red, grey and beige backpack (2014) Available at: http:// www.mi-pac.com/lookbook/aw15-main (Accessed: 31 October 2015).

Inline Citations: (Mi-Pac AW15 look book photo red, grey and beige backpack, 2014) Fig 4 Mi-Pac AW15 gold Liberty Duffle Bag (2014) Available at: http://www.mi-pac.com/lookbook/ aw15-gold (Accessed: 31 October 2015).

Inline Citations: (Mi-Pac AW15 gold Liberty Duffle Bag, 2014) Fig 5 Mi-Pac AW15 mian - couple with navy and red backpack (2014) Available at: http://www.mipac.com/lookbook/aw15-main (Accessed: 31 October 2015).

Inline Citations: (Mi-Pac AW15 couple with navy and red backpack, 2014) Fig 6 Mi-Pac AW15 gold - red leather backpack (2014) Available at: http://www.mi-pac.com/lookbook/aw15-gold (Accessed: 31 October 2015).

Inline Citations: (Mi-Pac AW15 gold - red leather backpack, 2014 Fig 7 Green Suede Backpack Straps With Camel Coat Owain Uylet, James Lee 2015 Fig 8 Fall 2015 look book - Herschel supply Co - Black Backpack On Rock (no date) Available at: https://www.herschelsupply.com/lookbooks/fall-2015/ (Accessed: 1 November 2015).

Inline Citations: (Fall 2015 look book - Herschel supply Co Black Backpack On Rock, no date) Fig 9 Herschel supply Co - Logo (no date) Available at: https://www.herschelsupply.com (Accessed: 1 November 2015).

Inline Citations: (Herschel supply Co - Logo, no date)

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Fig 10 Fall 2015 studio - Herschel supply Co white trainers and black backpack (no date) Available at: https://www.herschelsupply.com/lookbooks/fall-2015-studio/ (Accessed: 1 November 2015).

Inline Citations: (Fall 2015 studio - Herschel supply Co white trainers and black backpack, no date) Fig 11 Fall 2015 - Herschel supply Co Cliff with royal blue and red backpack (no date) Available at: https://www.herschelsupply.com/lookbooks/fall-2015/ (Accessed: 1 November 2015).

Inline Citations: (Fall 2015 - Herschel supply Co Cliff with royal blue and red backpack, no date) Fig 12 Fall 2015 - Herschel supply Co white coat and denim blue tote bag (no date) Available at: https:// www.herschelsupply.com/lookbooks/fall-2015/ (Accessed: 1 November 2015).

Inline Citations: (Fall 2015 - Herschel supply Co white coat and denim blue tote bag, no date) Fig 13 Spring 2015 - Herschel supply Co brown back pack and car (no date) Available at: https://www. herschelsupply.com/lookbooks/spring-2015/ (Accessed: 1 November 2015).

Inline Citations: (Spring 2015 - Herschel supply Co brown back pack and car, no date) Fig 14 Eastpak Look Book Photo - Leather BackPack (2015) Available at: http://www.eastpak.com/eu-en/ collections/ (Accessed: 3 November 2015).

Inline Citations: (Eastpak Look Book Photo - Leather BackPack, 2015 Fig 15 Eastpak logo (2015) Available at: http://www.eastpak.com/uk-en/ (Accessed: 3 November 2015).

Inline Citations: (Eastpak logo, 2015) Fig 16 Eastpak Fall 15 look book Grey and beige tote (2015) Available at: http://www.eastpak.com/euen/lookbook/authentic-fall15/ (Accessed: 3 November 2015).

Inline Citations: (Eastpak Fall 15 look book Grey and beige tote, 2015) Fig 17 Eastpak Fall 15 Black and brown holdall suitcase (2015) Available at: http://www.eastpak.com/euen/lookbook/authentic-fall15/ (Accessed: 3 November 2015).

Inline Citations: (Eastpak Fall 15 Black and brown holdall suitcase, 2015) Fig 18 Eastpak Fall 15 - Striped top and black backpack (2015) Available at: http://www.eastpak.com/uken/collections (Accessed: 3 November 2015).

Inline Citations: (Eastpak Fall 15 - Striped top and black backpack, 2015)/ Fig 19 Eastpak Fall 15 - Beige Camo Backpack (2015) Available at: http://www.eastpak.com/eu-en/collections/ (Accessed: 3 November 2015).

Inline Citations: (Eastpak Fall 15 - Beige Camo Backpack, 2015) Fig 20 Holiday 2015 - Herschel supply Co, standing by the sea with a holdall (no date) Available at: https://www.herschelsupply.com/lookbooks/holiday-2015/ (Accessed: 1 November 2015).

Inline Citations: (Holiday 2015 - Herschel supply Co, standing by the sea with a holdall, no date)

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Fig 21 Holiday 2015 - Herschel supply Co, Green croc print press (no date) Available at: https://www. herschelsupply.com/lookbooks/holiday-2015/ (Accessed: 1 November 2015).

Inline Citations: (Holiday 2015 - Herschel supply Co, Green croc print press, no date) Fig 22 Mi-pac instagram - Girl holding red mi pac backpack (no date) Available at: https://www.instagram.com/mipacofficial/ (Accessed: 5 November 2015).

Inline Citations: (Mi-pac instagram - Girl holding red mi pac backpack, no date) Fig 23 Mountain scenery (no date) Available at: http://marci1900.tumblr.com (Accessed: 5 November 2015).

Inline Citations: (Mountain scenery, no date) Fig 24 Elephant with butterfly ears (no date) Available at: http://www.mslovejoy.com (Accessed: 5 November 2015).

Inline Citations: (Elephant with butterfly ears, no date) Fig 25 Mi-Pac Instagram - Grey backpack (no date) Available at: https://www.instagram.com/mipacofficial/ (Accessed: 5 November 2015).

Inline Citations: (Mi-Pac Instagram - Grey backpack, no date) Fig 26 Books and coffee (no date) Available at: http://heyzhang.tumblr.com (Accessed: 5 November 2015).

Inline Citations: (Books and coffee, no date) Fig 27 Vincent Van Gogh Quote (2015) Available at: http://hereforinspiration.tumblr.com (Accessed: 5 November 2015).

Inline Citations: (Vincent Van Gogh Quote, 2015) Fig 28 Coffee illustration (no date) Available at: http://pretendlng.tumblr.com (Accessed: 5 November 2015).

Inline Citations: (Coffee illustration, no date) Fig 29 Black and White photo - Man holding child (no date) Available at: http://dellbby.com (Accessed: 5 November 2015).

Inline Citations: (Black and White photo - Man holding child, no date) Fig 30 Menswear collage (no date) Available at: http://yoshimura731.tumblr.com (Accessed: 5 November 2015).

Inline Citations: (Menswear collage, no date) Fig 31 4 friends looking out to sea (no date) Available at: http://teenageweirdo15.tumblr.com (Accessed: 5 November 2015).

Inline Citations: (4 friends looking out to sea, no date)

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Fig 32 Girls driving with hands in the air (no date) Available at: http://april-rd23.tumblr.com (Accessed: 5 November 2015).

Inline Citations: (Girls driving with hands in the air, no date) Fig 33 Boy with freckles (no date) Available at: http://april-rd23.tumblr.com (Accessed: 5 November 2015).

Inline Citations: (Boy with freckles, no date) Fig 34 slouchy outfit and white trainers (2015) Available at: http://maybefashionneverends.tumblr.com (Accessed: 5 November 2015).

Inline Citations: (slouchy outfit and white trainers, 2015) Fig 35 sunflowers and sun set (2015) Available at: http://madlen93.tumblr.com (Accessed: 5 November 2015).

Inline Citations: (sunflowers and sun set, 2015) Fig 36 Mi-Pac Instagram - group of girls holding mi pac backpacks (no date) Available at: https://www. instagram.com/mipacofficial/ (Accessed: 5 November 2015).

Inline Citations: (Mi-Pac Instagram - group of girls holding mi pac backpacks, no date) Fig 37 Mi-Pac Instagram - girl looking out to mountains (no date) Available at: https://www.instagram. com/mipacofficial/ (Accessed: 5 November 2015).

Inline Citations: (Mi-Pac Instagram - girl looking out to mountains, no date) Fig 38 couple wearing a adidas jacket (no date) Available at: http://voidfilled.com (Accessed: 5 November 2015).

Inline Citations: (couple wearing a adidas jacket, no date) Fig 39 girl with paint on her hands (2015) Available at: http://mi-mundo-eran-tus-mentiras.tumblr.com (Accessed: 5 November 2015).

Inline Citations: (girl with paint on her hands, 2015) Fig 40 never give up quote (no date) Available at: http://april-rd23.tumblr.com (Accessed: 5 November 2015).

Inline Citations: (never give up quote, no date)

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Fig 41 Estebar, P. (2015) Brunette girl with baby pink jacket Available at: http://thestyleline.com/the-little-things-with-mary-young/ (Accessed: 5 November 2015).

Inline Citations: (Estebar, 2015) Fig 42 Leaf Illustration (2015) Available at: http://charlottecrockett.tumblr.com/post/110565347305 (Accessed: 16 November 2015).

Inline Citations: (Leaf Illustration, 2015) Fig 43 Silver Backpack On One Shoulder - Beach Scene Owain Uylet, James Lee 2015 Fig 44 Black Backpack Behind Head Shot Owain Uylet, James Lee 2015 Fig 45 Green Suede Backpack In Forest Scene Owain Uylet, James Lee 2015 Fig 46 Mi-Pac Logo Illustration Charlotte Crockett 2015 Fig 47 Black Backpack Close up Owain Uylet, James Lee 2015 Fig 48 Silver Backpack Mid Shot Owain Uylet, James Lee 2015 Fig 49 Green Backpack Pocket Close Up Owain Uylet, James Lee 2015 Fig 50 Silver Backpack Detail Close Up Owain Uylet, James Lee 2015

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