Introspect by charlotteexley

intr

spect

intr

spect A NEW TWEEN FASHION BRAND CHARLOTTE EXLEY FASH30002 N0363454 WORD COUNT: 4802

DECLARATION FORM

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed.

Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the Universityâ&#x20AC;&#x2122;s regulations on assessment contained in its handbook.

signed ............................................................................................................

date ...............................................................................................................

INTRODUCTION - 1 METHODOLOGY - 7 TEENS TODAY - 11 YOUTH FASHION MARKET - 17 THE CONSUMER - 23 BRAND CONCEPT - 27 BRANDING - 31 PRODUCT - 37 RETAIL - 41 SOCIAL MEDIA - 47 LOOK BOOK - 51 APP - 55 LAUNCH - 59 CONCLUSION - 63 REFERENCES - 67 LIST OF ILLUSTRATIONS - 69 BIBLIOGRAPHY - 71 APPENDIX - 75

CONTENTS

INTRODUCTION 1

‘AN INTEREST IN FASHION IS BELIEVED TO START FROM A YOUNG AGE, NOTABLY AMONG GIRLS, AND CHILDRENSWEAR OFTEN FOLLOWS SIMILAR TRENDS TO THAT OF ADULT’S FASHION. CHILDREN ARE ALSO BECOMING MORE INDEPENDENT AT A MUCH YOUNGER AGE, MAKING THEIR OWN CHOICES REGARDING CLOTHING’. (KEYNOTE, 2011).

Fig. 1. Chelsea Girl, 1960.

Although this independence and interest starts at a young age, it could be argued that there has to be some control over how much freedom they have. There is also a question as to whether the current shopping environment allows this independence for today’s younger consumer. It is a controversial subject because whilst there is a need to encourage children to be more independent, there is the risk of exploiting them as consumers. In the 1970s, there was a move towards encouraging the younger generation to shop for themselves with the opening of shops such as Chelsea Girl and Tammy. Caryn Franklin remembers, ‘Chelsea Girl was where I headed to declare my independence’. (Walker 2011: Online). However during the 1980s this shopping experience was affected with the merging of stores. For example, Chelsea Girl merged into River Island, which sells all fashion wear and then later Tammy Girl was bought by the Arcadia group and incorporated into British Home Stores.

‘As the first generation of kids from the baby boomers, the children of the ‘70s received the blessings of their parents to be consumers. Marketers acknowledged them as buyers in their own right.’ (McNeal 1992: 5) When talking to the current tweens’ mothers they also remember these shopping experiences. One stated, ‘I can remember being taken to Chelsea Girl and buying a top. I thought it was the bees’ knees and felt really privileged to own a Chelsea Girl piece’ (Pymm 2014: Appendix Page 83) Other generations also talk of their first independent purchases and how this was a tipping point for them. Surely when our first purchases made independently are combined with a memorable shopping experience this could revitalise the teenage shopping encounter as experienced during the 1970s? However we must remember that society has changed and there are other factors involved. ‘Other influences at these ages include the media, especially those parts which seem to resonate with our values of our peer groups’ (Changing Minds NK: Online). These factors affect both the way we shop and what we see as desirable products. A key theory by Sociologist Morris Massey suggests we do not grow up with values and that they are things we develop over time. As Morris states, when a child is aged between eight and thirteen they go through the ‘modelling period’ when they copy others as well as their parents. As this theory suggests, parents have an influence on their children as well as their peers. Parents do still need some control over what they let their teenagers buy whilst letting their children gain a sense of independence at the same time. Research has shown that stand alone tween fashion stores which aim to provide tweens with the trend products they desire, giving them more independence whilst shopping and within a controlled environment have been successful in the past so is this a concept which could be the future of tween shopping?

Fig. 2. H&M browsing, 2011.

When researching about teenagers and their shopping habits a wide range of primary and secondary resources were used. Secondary research was effective as it gave reliable information to support the primary research. Market research reports from Key Note and Mintel exposed the key issues in the market whilst books provided the key theories and models to show how the idea sits currently in todayâ&#x20AC;&#x2122;s society. Case studies were the perfect platform to give overviews of specific examples within the market. Along with theory based research, visual references are important too. Looking at websites such as Trendhunter and WGSN highlighted essential information about current lifestyle and global trends which will impact the concept. As secondary research highlighted areas to be looked at in more detail, a varied range of primary research methods were used to provide more detail about teenage behaviour. As Survey based research is quick to carry out, a questionnaire was used to gain feedback from a specific age range (McNeill and Chapman 2005). This was carried out as a physical questionnaire as it was a more direct way of getting the audience to engage with it. This was also made more interactive for them in hope of gaining more responses. Other methods used are shown on the next page. To ensure that the questionnaire received the best results, it was piloted to two people. After realising that one of the questions was quite limiting and that people only gave one example of where they shopped, it was decided to do further research using a focus group. This resulted in more informative feedback as they could expand on the subject easier than they could by writing on paper. As the research was trying to reach out to a particular age range, purpose sampling was used to gain results from the target age range. Along with this, snowball sampling was used, which is when it is passed on though other people as the target audience (11 â&#x20AC;&#x201C; 14 year olds) available was not well known enough. This was evident when doing the questionnaire which was given via a school to reach the target age range at one place at one time.

METHODOLOGY 8

What?

Consumer Profiles

Who?

4x teenagers

When?

8th April 2014

aged 12-14

Physical Questionnaire

Focus Group

10 x tweens aged 10-11

4x teenagers aged 12-14

Store Observations

New Look, Next, H&M, Matalan, Zara, Primark, BHS, M&S, River Island

28th March 2014

Why?

Worked?

To research into the different types of tweens that would fit the brands consumer.

The range of tweens asked resulted in varied results which provided an insight to potential consumers. Also by making them do it via email prevented them being influenced by peers.

To gain first hand Some answers insightful information where but lack of responses tweens shop now. due to time and effort filling it out and returning it.

Gave some interesting insights to why they don’t shop in ‘teen’ sections of the shop but To talk to teens some members were first hand to see quieter during the focus what they think group and some answers about teen brands may be bias due them 8th April 2014 and how they being influenced by their shop. peers.

14th March 2014

To see what stores are currently offering to tweens and the difference between teen and adult brands in regards to fashion.

Good to see firsthand view of what brands are currently offering and how they differentiate themselves between adult and teen ranges.

Where?

Appendix P92

Appendix P81

Appendix P83 & 91

Emails to industry

Emails to teenage bloggers

Emails to teenage magazines

New Look, Jack Wills, Primark

3x teenagers aged 13-15

1st April 2014

Mizz, Shout, 1st April 2014 Bliss

To gain industry As this was time views on branding consuming for the brand and how they to respond personally all communicate I received was generic to the ‘tween’ answers. consumer.

Appendix

To ask teen experts what they want from fashion stores and which brands they interact with.

Appendix

To gain industry views on branding and how they communicate to the ‘tween’ consumer.

Some insightful results and all were willing to interact with me.

P85-86

Appendix

Never got a response to my emails.

P85-86

TEENS TODAY

Tweens today, who are also known as generation Z, are highly connected individuals and are digital natives. (Hourihan 2013: Online) As this generation does not know an era without internet communications and technology this is an important part of their life. With 45% of tweens owning a Smartphone it is obvious to see that browsing the internet is one of the most popular activities done by 10-15 year olds. (Segal 2013: Online). As they are heavily reliant on online information they are bombarded with branding and advertising all the time. Not only influencing the way they act and behave with peers but also on what brands they buy. Games that tweens play with as children have also been tapping into their subconscious mind and making them aware of the brands they interact with. Playing games such as Stardoll (Fig.3.), which is a celebrity dress up game, not only highlights todayâ&#x20AC;&#x2122;s obsession with pop culture but it is also a platform for brands to advertise on. As the children dress up celebrities, they will desire to buy the brands which can only influence their buying decisions when they get older.

Fig. 3. Stardoll, 2012.

E-commerce is a main part of the way we now shop ‘As our lives become busier and getting to the shops is more of a hassle, the lure of the internet, with its 24-hour convenience, is hard to resist’ (Wyrley-Birch 2013: Online). With the adult population now yearning for online transactions, where does it leave the future consumers? As tweens are going through the ‘modelling period’ as stated above, when they copy their peers and parents, are they going to believe online shopping is the future? However, can online shopping give tweens the independence they seek out? As tweens do not own a credit card, ‘brands need to ensure that children, who are less likely to have a credit or debit card, are able to access and enjoy the benefits associated with e-commerce’ (Segal 2013: Online). Whilst conducting a focus group with teenagers this issue was highlighted and also problems with particular brands in the market at the moment. They stated that they predominantly use websites to see what is current and what products they like but never buy as they like to also see how the product fits. The 12 year old teenager stated that she likes to go shopping with her friends as she likes to go try things on for fun (Appendix Page 83). Although we want shopping to be online based, tween consumers still like to experience visiting the stores with their friends as this is seen as a step into adulthood when they are allowed to go shopping by themselves.

Fig. 4. The Internet: The Great Divider, 2013.

With the youth fashion market in the UK being worth around ÂŁ12.9bn in 2013, this equates to 21.1% of the overall clothing market (Keynote 2014: Online). Despite the older spectrum of the youth sector feeling the economic conditions they are still demanding fast fashion. As the older consumer is feeling the pressures of unemployment and rising education fees they have less disposable income over the young tween consumer. As teenagers are now having an interest in fashion from a young age are retailers accommodating to this? (Key Note 2013: Online)

YOUTH FASHION MARKET 18

Fig. 5. Perceptual Map, 2014.

The main brands that aim at the teenage fashion market at the present are: New Look, Matalan, Next, Primark, H&M, BHS, Marks and Spencer, Zara and River Island. Although some of these brands aim at 8-16 year olds, some of the brands such as Next, River Island and Zara aim their clothing from 3 year olds up to 16 year olds. This is shown in Fig.5. with a perceptual map. This shows the popularity of the brands within the current market and who they try to aim at. It also shows that brands such as Hollister and Jack Wills where young teenagers shop, try to aim at young adults. The main retailers that aim at teenagers are unpopular with them as they have no desirable qualities like those that Hollister and Jack Wills encompass. Hollister and Jack Wills are heavily branded and are desirable to teens because of the connotations that they give out. When wearing an item of such clothing, you are showing your peers that you have spent your money on the brand.

With this is mind, ‘The women’s and girls’ clothing market has become increasingly harder to define over the last decade, as younger consumers have started to use predominately adult clothing retailers from a much younger age.’ (Key Note 2013: Online). This is particularly obvious as brands seem to be offering the same clothes options to 3 year olds and 16 year olds. Although the younger spectrum would want to wear the same clothes as 16 year olds this is not appropriate for them. This then puts the older teens in an awkward situation as they either have to wear clothes that look too young for them or buy adult clothes to differentiate themselves. Retailers such as Next and M&S sell these items of clothing to a wide audience. As tweens begin buying their own clothes they face the problem of whether to buy from the children/teenage range or from the adult section. After undertaking a questionnaire and focus group it was clear to see that the main shops tweens bought from were New Look and Primark although after further questioning this transpired to be the adult section of the store. (Fig, 6.) Whilst carrying out the focus group the main opinion was that although they had no problem with New Look products, they felt uncomfortable buying from a teen section. This was mainly down to the position of it within the store and how this was conveyed to them. To see that this point was true, primary research was taken on the high street stores that sell clothes for teenagers. The key retailers such as Primark, New Look and H&M all had small teen sections that were either upstairs or at the back of a large store. New Look has an advantage over Primark and H&M as its teen range ‘Generation 915’ has its own branding and logo which differentiates itself from the adult clothes that surrounds it. The branding feels outdated and a bit young for the 14 year old teen with the urban aesthetic.

Fig. 6. Questionnaire, 2014.

THE CONSUMER

Tweens are a perfect opportunity for retailers to aim at as ‘no other consumer group has a larger proportion of their income earmarked at discretionary.’ (McNeal 1992: 31) As Tweens are reliant on their parents for money they have freedom to spend it on what they want. As stated on Key Note ‘Fashion clothing is a main priority of young consumes spending, more so in recent years, owing to the rise in social media and blogging giving consumers first hand access to the latest trends set to reach the marketplace’ (Key Note 2014: Online). Along with this, research from Mintel suggests that young consumers are impulsive buyers which only adds to the notion that tweens are powerful consumers. To gain further insight, I created three consumer profiles on tweens ranging in age. I asked varied questions to get an overview of what they like, buy and also what they think about shops and the current market.

Fig. 7. Consumer Profile, 2014.

NAME: FREYA AGE: 11 FAVOURITE FILM: LIFE AS WE KNOW IT FAVOURITE MUSIC ARTIST: AVICI MAGAZINES YOU READ: OK, BLISS SOCIAL NETWORK SITES YOU ARE ON: INSTAGRAM WHAT GADGETS DO YOU OWN: IPAD, HTC PHONE FAVOURITE CELEBRITY: CARA DELEVINGNE WHAT HAVE YOU BOUGHT IN THE LAST MONTH?: CAT ONESIE, SKIRT, RED TOP AND BOW FAVOURITE SHOP: NEW LOOK DESCRIBE YOUR PERFECT CLOTHES SHOP? A SMALL BOUTIQUE IN A SURF SHACK WITH BEACH AND SWIMWEAR SOLD AND THE PACKAGING WOULD HAVE WAVES AND SURFBOARDS ON.

Fig. 8. Consumer Profile, 2014.

FIRST NAME: EMILIE AGE: 13 FAVOURITE FILM: THE HUNGER GAMES : CATCHING FIRE FAVOURITE MUSIC ARTIST: 5 SECONDS OF SUMMER MAGAZINES YOU READ: I DON’T REALLY READ ANY MAGAZINES SOCIAL NETWORK SITES YOU ARE ON: INSTAGRAM, FACEBOOK WHAT GADGETS DO YOU OWN: IPAD, PHONE (BLACKBERRY), KINDLE FAVOURITE CELEBRITY: JOE SUGG (YOUTUBER) WHAT HAVE YOU BOUGHT IN THE LAST MONTH? BATHBOMB, SUMMER CLOTHES, MOONPIE, SCENTED CANDLES (THAT’S ALL, I THINK) FAVOURITE SHOP: NEW LOOK DESCRIBE YOUR PERFECT CLOTHES SHOP? IT WOULD BE BRIGHT, WOOD FLOORING, GREAT QUALITY AND GREAT PRICES, NICE AND QUICK SERVICE AND COOL CLOTHES! THE PACKAGING WOULD BE ENVIRONMENTALLY FRIENDLY, STRONG, NEAT AND CLEAN. 25

Fig. 9. Consumer Profile, 2014.

NAME: CHARLOTTE AGE: 13 FAVOURITE FILM: JUST MY LUCK FAVOURITE MUSIC ARTIST: ELLIE GOULDING MAGAZINES YOU READ: OK SOCIAL NETWORK SITES YOU ARE ON: FACEBOOK & INSTAGRAM & SNAPCHAT WHAT GADGETS DO YOU OWN: IPOD, IPHONE, TABLET & NINTENDO DS FAVOURITE CELEBRITY: KATY PERRY WHAT HAVE YOU BOUGHT IN THE LAST MONTH? GILLY HICKS PANTS, JELLY SHOES AND URBAN OUTFITTERS DRESS. FAVOURITE SHOP: JACK WILLS DESCRIBE YOUR PERFECT CLOTHES SHOP? TRADITIONAL BRITISH STYLE. WHITE AND PASTEL COLOURS WITH STUFF OVER THE WALLS SUCH AS PICTURES. ACTUAL ROOMS FOR CHANGING ROOMS WITH ARM CHAIRS IN. BIG WINDOWS TO MAKE THE SHOP BRIGHT. SPACIOUS..

As found from research, tweens feel awkward when buying from the teen section of stores due to several factors. This ranges from; the section being placed at the back of the store, undesirable products to buy and that they see them as just smaller versions of the adult section. With these factors in mind, teenagers are confused and buy clothes from the adult section which are then not suitable for them in size, style and price. As 11-13 year olds are going through puberty they are also in a transition period when it is hard to define where to buy their clothes from. They are leaving the children section behind but not fitting into adult clothes. As stated before there is no current stand alone teen fashion store although brands have â&#x20AC;&#x2DC;teenâ&#x20AC;&#x2122; ranges. With this is mind there is a clear gap in the market for stores which offer affordable, desirable and trend led products that aim at the 11-13 year old consumer.

BRAND CONCEPT 28

Fig.10. Birmingham Bullring, 2010. Fig. 11. Logo Mock up, 2014.

As tweens found nothing wrong with the products that New Looks teen range sells, a platform which could help launch a new teen brand would be to introduce it as a sister brand to a high street store. New Look is a global brand with over 1,150 stores worldwide with a French subsidiary, Mim. With this already in place, an appropriate method would be to create a sister brand to New Look which targets their teen consumer but in a standalone store. Sister brands usually operate in different market sectors to avoid direct competition with each other. Well known sister brands include Abercrombie & Fitch and H&M, Appendix page 77 outlines why they have become successful and how they vary for each market sector. Benefits to sister brands is that they can have their own personal branding and use existing marketing (Hameide 2011). This is particularly helpful as when launching a new brand they would have limited budgets and they would have little authority in the market. As New Look has a strong reputation for being a leading fast fashion retailer, using their authority is an ideal platform to launch a new standalone teen brand into the market. Following this, a Brand identity model was undertaken on New Look to find out what its attributes and personality are. (Appendix..). New look is regarded as a well established high street store and encapsulates all that a teen store would want to convey too. New Look would launch ‘Introspect’ as a tween fashion brand which aims to target 11-13 year olds. As a sister brand the clothes will be trend led and at affordable prices which reflects New Looks current ethos. ‘Introspect’ would also be recognised as a store on its own terms and again, aimed at what young people want.

BRANDING

As ‘Introspect’ aims at teens around the 11-13 year old range, careful consideration had to be taken into account when designing the logo and packaging. As the main competitors for Introspect are well established chains such as Next, M&S, Primark, H&M and Matalan, which stock teen ranges there is a lot of freedom to design a new and innovative brand aesthetic. Although, it needs to attract the correct audience as the brand ethos is for somewhere tweens can shop before they transition into adult clothing, the branding needs to reflect the tween consumer whilst not coming across too old. The name ‘Introspect’ comes from the meaning - to consider one’s thoughts and feelings (Oxford Dictionary 2014). This reflects the tween consumer, as this is when they are becoming more independent and making more choices by themselves about clothing that they didn’t have before. So by providing them with a shopping experience of their own, they have the opportunity to do that whilst not being influenced by adults. When talking to the target consumer they responded positively to the name as they felt it was ‘unique’ and ‘something different’ that they hadn’t seen before on the high street. One girl said, ‘I would go see what it was like as I think the name sounds cool and different’ (Appendix Page 83) with many others agreeing to this.

To give more depth than just a name and also another differentiator between other brands, a logo was adopted. A range of initial ideas were formed before a final logo was created which will create Introspect’s brand identity (Appendix Page 89). Fig. 12 shows the final design which will take form on the brand’s packaging, marketing and point of sale. As Introspect is a sister brand to New Look the logo still reflects some of New Look’s identity so that it doesn’t seem too distanced from its partner. The logo takes a modern edge on the original New Look logo and also suggests it is for a younger audience. Fig. 13. shows how the logo will be adopted for carrier bags. The bags will be in cardboard form as when conducting a questionnaire, most people wanted bags that were ‘nice and you can sort of collect’ (Appendix Page 83). These bags will display the logo like most brand carrier bags but will differ in colour for different purchases. (See page 35 and 36)

Fig. 12. Logo Mock up, 2014. Fig. 13. Bag Mock up, 2014.

Fig. 14-17. Bag Mock up, 2014.

Fig. 18-19. Tag Mock up, 2014.

This then links in with the swing tags which will colour coordinate for what type of products they buy. For example, Fig. 18-19. shows that all tops sold will adopt the blue logo on the tags, which then can link to the carrier bags if no other item has been bought. This then makes a link between the store space and packaging.

PRODUCT As a sister brand to New Look, Introspectâ&#x20AC;&#x2122;s clothing range will be similar to the current 915 Generation it offers as this was not a major factor that the tweens wanted to change. As Introspect is a sister brand to New Look they can use their distribution methods and buying (Hameide 2011). Here are some key trends which were found on WGSN which will influence how Introspectâ&#x20AC;&#x2122;s product will look like over the next few seasons, especially when it launches.

This Moodboard highlights key trends of S/S 15 and A/W 15. The top images show that floral and light hues are key for spring. The middle image show the colour direction for A/W 15. The bottom image shows a key graphic trend for S/S 15. All of these trends will impact Introspectâ&#x20AC;&#x2122;s product.

Fig. 20. Product Moodboard, 2014.

RETAIL

As the tags and bags indicate what products they have bought, this is translated in the store layout. Each section of the store will correspond to the colour of the tags and bags to ensure quick and easy navigation throughout the store. This will be represented via lighting and decoration. The scribble logo effect will be a key aspect in the branding of the store to give cohesion between store, logo and social media. This can be seen in Fig.21. as this is a representation of what the store would look like.

Fig. 21. Store Mock up, 2014.

Fig. 22. Store Moodboard, 2014.

There will be aspects where teenagers can interact with the brand. This will take several forms with firstly, interactive changing rooms. Karl Lagerfeld’s Chanel store in Covent Garden, London introduced this a few months ago by adding iPads in the changing rooms so that consumers can take ‘selfies’. Although this concept has been introduced, the trend has not reached the mainstream of the high street so Introspect can be the first ones to introduce this platform. This then creates a place where the teens can go and have fun with their friends. However, for safeguarding reasons, these pictures can only be sent to the persons Instagram account to keep it exclusive to them and to a live stream which would be shown within the store. Taking inspiration from Hollister stores where they live stream the sea from California beaches, Introspect can take this a step further by getting their consumer involved. As stated by Willems ‘Unique experience is often achieved by combining retail functions with other forms of entertainment’ (Willems 2009: 4). This live stream will incorporate an entertainment element in which they can submit pictures to the store.

Introspect needs to have a strong online presence alongside its offline existence. As stated before tweens are digital natives and are known to be online in most of their free time. Research shows that ‘online networks and communities give Gen Z a feeling of belonging and connection, with 28% saying that online networks make them feel part of something’ (Hourihan 2013: Online). With this is mind Introspect needs to tap into the tween consumer and make them feel part of the brand. With Introspect’s target age range being an age when they are first starting to get social media as well as shopping alone, this could be a key area for them to communicate and empathise with them via social media. They key social media platforms which are suitable for the tween consumers are Instagram and Snapchat. Information from consumer profiles stated that they all had Instagram and Snapchat. With Instagram having over 150million users in 2013 ‘advertisers have seen a 32% increase in ad recall and 10% lift in brand message awareness on the platform on average’ (Arthur 2014: Online). Introspect can tap into this and keep consumers up to date via Instagram. Another key platform is Snapchat which has over 30 to 50 million “snaps” sent a day. (Arthur 2014: Online). With brands such as Victoria’s Secret jumping on this bandwagon it’s a perfect platform to engage with teens and also get them involved. Victoria’s Secret post several snaps a day showing behind the scenes of their headquarters in New York and also getting their consumers to ‘Snapchat’ back. A simple method like this gets the consumer involved as they get the opportunity to be shown on their account to all their followers. As stated by Houirhan, ‘in general, feeling involved with a brand makes young people feel happier and more valued’ (Hourihan 2013: Online). Introspect can easily make consumer involved via Instagram and Snapchat as picture based apps make it more personal as you can easily relate to the content.

SOCIAL MEDIA

Fig. 23. Instagram Snapshot, 2014.

Introspect’s Instagram account aims to publish photos of products and key images which relate to the seasonal look book and in store happenings whereas, Snapchat aims to show the fun, playful side of Introspect. Introspect’s Instagram account can be seen in Fig.23. Introspect’s Instagram can be seen at @introspectclothing. Also Instagram gives the option to post videos which Introspect can use for their advantage. A video will be created on Instagram every season to showcase the look book to non subscribers and also behind the scenes elements which make the consumers feel more involved if they follow the brand. The key objectives for having these social media platforms is to engage the consumer by making them feel part of the brand. Also because Introspect is new to the market it needs to make itself known to tweens. So this resulting in more followers, snapchatters and likes which creates more brand awareness.

LOOKBOOK

A Look book has been devised to show off new collections and products that Introspect will stock. These Look books will be a sign up option when you buy from the stores. This method engages the consumer to receive something personally to them, again leaving the option to create more of a community within this. These Look books will keep its continuity by releasing each key season to show off the key looks. This platform is also a differentiator to other competitors such as Primark, New Look and H&M as they do not send out ‘teen’ specific mailing. This taps into the consumer loyalty loop which sees them interacting with the brand outside of the store. This area is also a key to tweens who are beginning to venture into social media as this may be the only platform they can interact with the brand outside of the store until they are online. A sample of images can be seen in Fig.24. which would feature within the look book. A colourful approach was taken to give the products and brand a playful feel. Inspiration was taken from Fred Butler and Eye which can be found in Appendix Page 87. These images have been photoshopped to add the pattern and also to cut out the head of the model. This was done so that when the tweens look at this they don’t compare themselves to the models and judge that they are either too young or old to shop at Introspect.

The physical look book will incorporate acetate which will feature the patterned background. This then gives the look book a playful feel as this can be then moved onto the other page to frame the single products shots. Another element added would be interactive print ads. This is when wafer-thin LEDs and batteries created by Digitas let the reader change colour by pressing buttons within a printed advert (Gianatasio 2013: Online).. This is a new technology which Motorola used within the December issue of Wired Magazine. This would be used within the basics section of the look book which would let the user change colour of the t-shirt. This would give the look book an interactive element which adds a playful aspect to a flat printed medium.

Fig. 24. Lookbook Picture, 2014. Fig. 25. Interactive Ad, 2013.

APP 57

Fig. 26. App Mock up, 2014.