mothertonque
mother tongue Unit Leader - Tara Landford, Unit Tutor - Teresa Havvas Charlotte Mahoney 1110647 Concept Research & Implementation of a Major Project EFPI 6001 Word Count 4417
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contents executive summary introduction a new approach time to reflect ladies online
concept website structure promotion & funding
consumer the student the new mum the young professional the single in the city the creative mum of three
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14 17 22
26 27 28 29 30 31
competitor analysis red magazine darling magazine suitcase magazine oh comely SWOT analysis
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recommendations
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to conclude
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the appendicies
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looking forward
list of illustrations bibliography critical path appendix
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43 44 45 46
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executive summary
Mother Tongue has been produced following extensive research focusing on consumers change in buying habits and behaviors, the new personal approach used for advertising methods and lastly, the recognised increase in women’s activity online.The concept was curated with a strong brand ethos in mind. Mother Tongue is and online publication providing inspiration through content including style, design, photography, beauty and well being, whilst building on an online community with the features it provides. Mother Tongue encourages engagement with its reader by promoting them to provide content, give feedback and continue the Mother Tongue conversation via their social media platforms. Through both primary and secondary research carried out for this project, we recognize how consumers react against unrealistic advertising and from that knowledge this online publication will promote from social media sites where its target market are already active and present. Aiming to appeal to a broad market, this project breaks down into five examples of Mother Tongue consumers; the student, the new mum, the young professional, the single in the city and the creative mum of three. Recognizing the current market, four considered competitors have been highlighted as well as a SWOT analysis to show where Mother Tongues fits into todays marketplace. Finally, with the future of the business in mind, recommendations of new projects, events and collaborations have also been considered to help the Mother Tongue brand evolve.
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introduction
“THIS IS THE FEMALE CENTURY. WOMEN ARE FILLING THE WORLD’S UNIVERSTIES, STARTING BUSINESSESS AND TAKING UP POSITIONS OF POWER.”(LSN Global, 2011)
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a new approach
IIn today’s market the Internet has become a widely used and prominent tool for consumers when buying products. Whether items are purchased through recommendations from social media, best 8
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Advertising is one of the biggest industries today, generating nearly ÂŁ14 billion in 2013 (Dean, 2013) with almost 50% of this curated from digital advertising. Various methods are used to appeal to specific consumers. Featuring celebrities and famous figures has been a prominent and successful form in which to attract and reach out to a specific target market. However, with the over-use of highly edited images portraying an unobtainable ideal to aspire to, consumer behavior has been noted as changing with better response rates to advertising in which the consumers can engage with and respond to as discussed in the LSN Global trend, Womenoctics.
online deals or the simplicity of shopping from the comfort of their own home. With women seemingly losing the belief that traditional adverts portray a look, which is easily achievable at home, the rise in online activity is encouraging brands to develop new ways to interact with their consumers on a more personal level. Most recently brands including Dove and No7 have featured campaigns which help to promote ‘real women’ without the help from celebrities or highly edited unrealistic ideals. As Elizabeth Fagan, marketing director at Boots UK said in a recent statement, ‘our ambition is to represent real women, showing how they feel when they try a new look. We want to encourage women to release their inner Ta Dah!’ (Vogue, s.d).
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With this change of engagement in mind, one of the main motivations for this study was to research into how, women specifically, respond to both types of advertising. Primary research into consumer’s behavior towards advertising was carried out including focus groups and questionnaires with topics covering branding, advertising, buying habits and influences to help distill how women of various ages, backgrounds and professions reacted to them. Whilst consumers are influenced by advertising specifically made to persuade and target them, another significant influence on buying habits to consider is the impact of attitudes and behaviors learnt from peers, family members and figures. This was highlighted during primary research. Out of twenty female respondents aged between 18 – 35, when asked who their biggest influence was, four replied with the names of celebrity figures whereas the remaining fourteen advised that their biggest influence was their mum. This helped to highlight how promoting engagement and building on relationships with consumers will only benefit brands as women are not necessarily influenced by celebrities when making purchasing choices and that there are other factors to consider.
time to reflect As well as being influenced by buying habits from the past, this study highlighted the rise in reflective activity. With the use of smartphone apps such as Instagram and VSCO cam where the images produced have an authentic feel, are related back to the use of old camera and film as opposed to today’s digital advanced finish. Through focus groups it was also recognised that within the younger age bracket charity shops had become very popular. According to a charity shop survey carried out in 2010, charity shops have defied the recession by an increase of 4.1% with their profits increasing over the past four years. (Mintel, 2010). With this in mind, this study intends to play on the influences of the past for the purpose of this project and make full use of apps mentioned including Instagram and VSCO cam to help appeal to their target market.
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ladies online From the primary research carried out and recognizing how women now behave better towards a more personal approach marketing, the Athena Women trend featured in LSN Global discusses women of today. More recently seen advancing in their professional careers, women have much higher disposable incomes. Similarly couples with no children are highlighted as more of a regular trend that has more money to spend on themselves with a bigger income between the two. The Athena women trend mentions the growth in use of online tools from women. ‘Today’s woman is online, using social networks to find out which products work for her. She’s a child of the Internet and a mistress of social media.”(LSN Global, 2013). With the higher disposable income comes the ability to invest more into products be that beauty, travel and lifestyle for example. All of which would be high on priority for the Athena women’s interests. With women being so prominent online today, appreciating the personal approach and having a higher disposable income to spend for themselves this study recognised an opportunity for an online portal to help engage and inspire its readers, building on relationships and community with the promotion of real people, reflective topics and real issues whilst providing a strong social media platform.
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concept “TODAYS WOMEN IS ONLINE, USING SOCIAL NETWORKS TO FIND OUT WHICH PRODUCTS WORK FOR HER. SHES A CHILD OF THE INTERNET AND A MISTRESS OF SOCIAL MEDIA.” (LSN Global, 2013)
learning new things, taking on new life experiences but always being reflective of her mother tongue and the surroundings she grew up in. This idea came from primary qualitative and quantitative research in the form of focus groups and questionnaires.. Although influences do come from marketing strategies, it was proven that buying habits can relate back to what a person may have learnt growing up. Mother Tongue plans to create a social community online. Aiming to evoke discussion and encourage our readers to become a part of the website and conversation with their own involvement, be that with the upload of images, advice on cooking tips, wellbeing and more.
The main aim of this project is to provide a community through the use of an online lifestyle publication. Mother Tongue is an online platform that aims to make the World Wide Web more fulfilling for its viewers who visit the site, carefully creating inspiration drawn from photography, lifestyle, design, beauty and wellbeing. From primary research which helps show that consumers are no longer responding to the unrealistic ideals brought to them through today’s edited advertising and the added examples of brands now taking on a more personal approach, this project will focus on real women, real stories and real life experiences. Additionally, with the recognised growth shown in women’s online activity with popular sites such as Pinterest and Instagram (Heiler, 2013), this project will promote the act of engagement whilst encouraging the sense of community providing subscribers the opportunity to upload and provide their own content for the online magazine and social media platforms.
As mentioned in Mintel’s 2011 report, Women’s Fashion Lifestyles, women are appealing more to brands which help advise on latest trends and inform on how to put certain looks together (Mintel, 2011). Mother Tongue plans to organize education into topics within style and design, photography, lifestyle and wellbeing. Promoting the act of engagement our editorials will not only be sourced and produced by the mother tongue team but additionally from subscribers creating the sense of community.
As the definition of the name suggests, Mother Tongue is the language in which a person has grown up speaking from early childhood. The idea of a woman growing up
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“Women are carving out their own space through Womazines, social networks and Femclusive retreats. I think it’s about to become a movement.”
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Natasha Pearlman, deputy editor of Elle UK.
The structure of the website will be a visual, easily navigated homepage, with an about page to have the viewer be informed of the brand’s history and what Mother Tongue stands for, and with a gallery section which shows all editorials on one page. When accessing the gallery page visitors are able to hover over the relative image, be informed of the feature and can then select to view if they wish. The gallery page purposely appears similar to an Instagram feed and Pinterest page to help provide the feel of a social media site and help encourage its viewers to upload content to their own social media with the icons placed on every page. There is a style section, which covers current trends, interviews with industry professionals and advise on what to wear for specific occasions. The explore section provides information on successful trips to local cafÊs or restaurants or advice on city breaks. There is a beauty section which will feature tried and tested products, old remedies used and DIY beauty from industry professionals and the readers who upload. Lastly the lifestyle section will cover all areas and be a visual page to help inspire. The editorials of Mother Tongue will include interviews with inspirational women, be that industry professionals, businesswomen or creatives for example. Additionally its readers can contribute con-
tent to the online publication, this can be from providing photography, advice on anything lifestyle related or hints and tips about good places to visit in the city. This will help encourage the act of engagement and sense of community. At the bottom of every page will be a section where its readers can provide comments on editorials read and each page can be uploaded to all social media platforms from selecting the relevant icons. Encouraging its readers to upload their own content will help Mother Tongue to engage with their market and its readers to build relationships with other readers in doing so. With research shown from the LSN Global trends of both Athena Women and Millennials (LSN Global, 2013), consumers relate to recommendations more so, with 24 year olds using rated reviews as their top purchasing influence. With online platforms providing the ability to research and seek out recommended products, Mother Tongue will help in providing that platform. In addition to the website, there will be a dedicated monthly newsletter sent out to all subscribers. The newsletter will include all Mother Tongue related news with links directly to featured content. With the promotion of upload to social networking, it will help to keep the conversation of Mother Tongue going.
website structure
mothertonque
HOME
ABOUT
EXPLORE
BEAUTY
FOOD
STYLE
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FOR THE HOME
website layout 18
mothertonque INSPIRED BY THE PAST TO CREATE A FUTURE mother tongue is an innovative online community and e-zine, reflective of what has passed positively awaiting what may be set in store through print, online and tablet. Wishing to make the World Wide Web more fulfilling to its readers we help to carefully create inspiration drawn from photography, design, style, travel, beauty, lifestyle and well-being. We aim to evoke discussion, whilst creating the sense of community from our readers with their own input. mother tongue recognises the growth in online activity and encourages us to share what is experiece outside of this.
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mother tonque
HOME
ABOUT
EXPLORE
BEAUTY
FOOD
STYLE
FOR THE HOME
mothertonque
mothertonque Exfoliating your skin once or twice a week is the best way to improve your skin tone. Scrubs unclog pores, promote a speedy turnover of skin cells, balance your body’s oil production, and rid your pores of toxins and dirt to create a fresh overall look and feel. Scrubs are very easy to make at home – once you have all of the ingredients prepared and measured, the process only takes a few minutes.
CHAI MASALA SCRUB DRY
The best place to use a scrub is in the shower. After an initial rinse, scoop out a handful of scrub and massage it onto wet skin. You might step out of the water stream as you do this to keep the scrub from dissolving as you spread it over your entire body. Rinse the scrub off thoroughly and pat your skin dry when you exit the shower. This recipe uses organic demerara cane sugar as the main exfoliating ingredient (which means that you can nibble a little in the shower and it’ll be tasty). If you are a savory person, you could use sea salt in place of the sugar, the main difference being that sugar is better for sensitive skin. Directions: Grind the black tea leaves to a powder. If you don’t have a coffee grinder or a mortar and pestle, put the tea leaves in a sandwich bag or tea towel and roll with a rolling pin or lightly hit with a hammer to grind the leaves up. Cinnamon, cloves and nutmeg can be bought already ground (easiest method) or you can use a grater to grate them. In a bowl, combine all dry ingredients and vanilla thoroughly. Pour the oil over the ingredients and mix to combine.
HOME
ABOUT
EXPLORE
BEAUTY
FOOD
STYLE
FOR THE HOME
HOME
ABOUT
EXPLORE
BEAUTY
FOOD
STYLE
FOR THE HOME
website layout
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These visuals help to portray to feel of Mother Tongue online. The images show the home page, about page and the gallery in which all content is featured. Mother Tongue wanted to ensure an easily naivated, simple website which was initally visual. The above visiuals show an example of a beauty editorial and the content page where Mother Tongue readers can upload their content. The style guide helps to show the themes Mother Tongue will stick to throughout the website, newsletter, all social media platofrms and branding.
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star guide pri m a ry lo g o / he ad er
s ec ondary logo
g raphic e lem e nts
mothertonque FONTS
C o lo urs
Gill Sans / Regular / Lowecase NEOU / REGULAR / CAPITAL
a b c d e f g h i j k l m n o p q r s t u v x w y z a b c d e f g h i j k l m n o p q r s t u v x w y z
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promotion & funding “78% of people trust the recommendations of other people whilst only 14% of people trust advertisements.� (LSN Global, 2011)
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According to a study carried out by CNET News in March of this year, Instagram has hit 200 million users, growing by 50 million over the past six months (Mintel, 2014). The survey highlighted a pattern between users “Twitter and Instagram appeal to a nearly identical audience. Out of the adult Internet users surveyed 18% use Twitter, 17% Instagram and 21% Pinterest.“ With this in mind and the previous research highlighting the change in consumer’s behavior to advertising, Mother Tongue plans to make full advantage of their social media platforms, which are free to use, with the main ones being Twitter, Instagram and Pinterest. As Mother Tongue is a highly visual online publication this will be continued with the photo sharing sites Instagram and Pinterest and topics of Mother Tongue related news updated to the Twitter feed. In addition, at the top of every page of the website will be the social media icons with direct links to the sites encouraging their use? As mentioned on LSN Global, 78% of people trust the recommendations of other people whilst only 14% trust advertisements (LSN Global, 2011). To help make revenue for the online publication Mother Tongue plans to have a ‘tap23
In addition to the website will be a dedicated
mothertonque
monthly newsletter sent out to all subscribers. The newsletter will include all Mother Tongue related news with links directly to featured content. With the promotion of upload to social networking, it will help to keep the conversation of Mother Tongue going.
THIS MONTH WITH MOTHER TONGUE The sun is shining and spring has most certainly sprung! What better way to get into the summer spirit than inspiration from yours truely. This month we have interviewed the £10 a week cook book author, Jack Monroe. Jack shot to fame following the success of her blog inspired heathy, delcious food but on a budget. Her 49p burger being one of her most successful recipies.
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Beauty guru and skin specialist Caroline Hirons recommends her favourite products and advises the do’s and dont’s in all things skincare. Plus he lets us into a homemade DIY beauty scrub secret.
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“I normally go through the online word-of-mouth recommendations when chosing products.” (Funmi Déri, 2013) Mother Tongue doesn’t only see itself as an online magazine; we believe it to be a guidebook leading its readers through each day, month and year of their lives. We recognise the growth in online activity and encourage us to share what is experienced outside of this.
consumer “ANYTHING THAT MAKES
ME FEEL LIKE I CAN BE WHERE MY FRIENDS ARE ON THE OTHER SIDE OF THE WORLD IS FANTASTIC .� (LSN Global, 2013)
Mother Tongue aims to reach out to a broad audience of women. The research for this study has suggested that women today are relating more to services emphasizing wellbeing and lifestyle, (LSN Global, 2013). Mother Tongue will target women aged between 21-45, who are inspired by the world around them, their family and every day life events. These women are themselves creative, good at building relationships and have a strong online presence. My primary research helped to show that out of the twenty women aged between 18-35 , nineteen of those cited using the internet for personal use daily with eighteen using sites such as Pinterest, Instagram and online publications to help inspire their day-to-day. With this in mind, Mother Tongue will be that portal to encapsulate the inspiration of an online publication with the feel of Instagram and Pinterest as subscribers are able to upload their own content to the website themselves.
the student The university student, who is coming into her last few months of her final year. Aiming for a career within the creative industry this consumer is very active online using it for help with most aspects during her day. She uses Mother Tongue mainly for the visual inspiration however as a subscriber and enjoys being informed on all aspects. She is an avid user of social media so will often retweet and repost items which she enjoys from mother tongue which helps to spread the word. figure 22
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The mum who is in her thirties and has a keen interest in the arts. Although busy with her first born, she enjoys the get away being online allows her. When she has time throughout her day she uses the Internet to help source ideas for her home, hints and tips on parenting whilst being informed of general day-to-day current affairs. She mainly turns to lifestyle blogs with a narrative and intelligence that keeps her mind enthused.
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the new mum
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the young professional The young professional living in East London with her long term partner. Not in any rush to start a family, this market has a disposable income and enjoys spending it on splurges including beauty products, clothes and design for the home through recommendation from her favourite youtubers and social media sites. She does not choose to follow trends however is fashion conscious and likes to be inspired by new outfit ideas.
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the single in the city The single girl living in the city. Approaching her late thirties this consumer has travelled the world over. She uses Mother Tongue when relaxing, as her work is fast paced and she isn’t able to have any down time during her working week. Growing up amongst a creative family this city girl often uploads to Mother Tongue with images old and new as well as hints and tips she has learnt throughout her years.
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the creative mum of three
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The mum of three in her early forties, who uses mother tongue as a hobby, uploading editorials to mother tongue she uses the website to engage with people similar to her.This consumer uses the Internet to keep in contact with distant family and relatives whilst regaining old relationships from her past. “Anything that makes me feel like I can be where my friends are on the other side of the world is fantastic.� (LSN Global, 2013)
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competitor analysis
When researching into competitors for this market there were websites which helped draw inspiration for Mother Tongue but none, which is currently tapping in, to being an online source on information whilst feeling similar to a social networking site as mother tongue plans to evoke. Mother Tongue offers both the feeling of community whilst drawing people online through its content with it being an inspirational publication. With online presence being a strong form of promotion for this publication and its competitors, it enables its viewers to have influence on its followers with likes and follows throughout all sites, including the main focuses of Twitter, Pinterest and Instagram.
red magazine
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Red magazine is a printed monthly publication with their own website.Aiming for the older age group both Red magazine and Red online cover topics including fashion, beauty, food, travel and interiors. A section dedicated to Red Women is where inspirational women are interviewed and which have previously covered topics on adoption, fitness gadgets and business advice from Jo Malone. They have 48,000 followers on Twitter and 65,000 on Facebook. The content is more commercial than Mother Tongue intends to be but with it being one of the leading top UK monthly glossy publications (Red online, s.d) it provides high-end advertisement to help make revenue. With the magazine focusing more on its content its less visual than Mother Tongue so although Red magazine have an active Instagram and Pinterest account they are used a lot less and updated less often, in comparison Red magazines Instagram has just over 8,000 followers.
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darling magazine Another magazine which is available both in print and online is Darling Magazine who’s main ethos is the celebration of women. They advertise stimulation for their readership with challenges of cultural topics, promote respect for women and never use Photoshop. A quarterly printed magazine, the style is highly visual with the contribution from creatives including photographers, artists and inspirational women be that celebrity or other as they also stand for not being celebrity led. They have a significantly lower online presence than Red magazine with 5,825 followers on Twitter and 12,000 likes on Facebook but are have only been around since 2011 so this will grow in time.
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A magazine, which focuses on fashion and travel, this publication would aim to the younger market of Mother Tongues consumer. With 3,000 followers on Instagram and 12,000 likes on Facebook most information from Suitcase is generated from their Twitter feed which is updated every hour and has a strong online presence of 22,000 followers. Their Pinterest account only holds nearly 700 followers but has boards which relate to the topics the magazine covers including photo diaries, destination inspiration, travel essentials, guides and outfit inspiration.
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oh comely A lot of inspiration for Mother Tongue visually has been from Oh Comely magazine. Similarly to Mother Tongues ethos, Oh Comely mentions on their website that they want their magazine to inspire and to be creative with the use of illustration and photography they also state to be a form of escape and to “read it with a cup of tea”(Oh Comely, s.d). They promote an adventure and feature people with stories to tell, recipe’s to give and crafty things to make. Published six times a year and is sold internationally, Oh Comely are also very active online with 2000 Instagram and Pinterest followers, 15,000 Twitter followers and 20,000 likes on Facebook.
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swot Both primary and secondary research conducted for this project helped to highlight and confirm areas in which to focus on and back up initial ideas. A key change in the way consumers relate to advertising and how referring to online recommendations and family habits are increasing instead of relating to unrealistic images portrayed through todays edited media (LSN Global, 2013). Todays women is very active online and turns to blogs, websites and social media to help inspire her day-to-day.To create an online community where there are no pressures to purchase, simply be stimulated through imagery and content with the opportunity to upload your own content with the feel of a social media site.
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Strengths: With the recognised growth in online movement, specifically with women of ages between 22-early forties, Mother Tongue’s strengths will come from being a solely online publication. Added with the way in which consumers now turn to the internet to research products on recommendations, Mother Tongue plans to engage with its readership, to help inform and educate whilst building a community in which to its consumer can rely on and turn to for advise on all lifestyle related topics.
Weaknesses: With competitors already engaging with their consumers on a personal level a weakness could be seen as Mother Tongue being unable to gain that relationship to some consumers with them already gaining loyalty to other publications. As mentioned when undertaking research for this project, some consumers are loyal and stick with the brands they know.
Opportunities: Through the use of social media opportunities for Mother Tongue will be enabled through promotion.As previously mentioned, primary research shows that consumers are influenced by online word of mouth.Through working with industry professionals, providing strong content and having a strong online presence Mother Tongue intends to build up great networks with various people to help spread Mother Tongue as an online publication.
Threats: With this target market using the Internet daily for personal use as well as professional, as the results showed from primary research, and with brands recognising the new trend in portraying ideal lifestyle there will be competitors to consider. However as Mother Tongue has recognised the gap in the market where a website is informative but has the feel of social media, we feel that we would relate more to our target market for doing so.
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recommendations To encourage the Mother Tongue engagement we plan to hold an event ‘Mothers Meeting’ in the form of a coffee morning or evening, which will collaborate the industry professionals and readers to talk all things Mother Tongue, related. From this event, with the upload to social media including the use of a hash tag #mothersmeeting we hope it will help raise awareness to the publication, help to gain more readers and keep the conversation going. Additionally, a year after the official launch of Mother Tongue online, we plan to hold an anniversary event to reflect the past year similar to how the publication does with its features online and dedicate that day to Mother Tongue every year from then on. We anticipate the future with more collaborations and consumers providing content to help keep the Mother Tongue community flowing.
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to conclude In conclusion, this research has helped to highlight the opportunity to create a new online outlet. Initially researching into consumer’s responses to advertising and learning how they wish to be related to through a more personal approach, with the trust lost from use of edited images used being unrealistic to achieve. Research showed that brands are beginning to recognise consumers change in habits with appealing to more trusted sources when investing into a magazine, website or product an example of this could be seen from Dove Illustrations and No7 with featuring real, unedited women for their campaign, Ta Dah! From conducting primary and secondary research, a specific demographic of online consumers has been highlighted. These consumers use the Internet daily to escape, being informed and stimulated whilst also sharing this information with others via social media platforms. From this project consumers now have the opportunity to visit an online publication where they can been inspired by the images featured, the words spoken and have a sense of community whereby uploading content and responding to editorials themselves.
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looking forward Looking forward to the future for Mother Tongue. The publication will develop through its use of ecommerce features. Collaborations between brands and the site would benefit with the tap to buy feature encouraging sales and revenue. The newsletter could feature more work from its subscribers to help evolve the community feel of Mother Tongue. The use of guest editors taking over the feeds of Instagram and Twitter could provide beneficial and help to promote the website through its social media platforms.
the appendicies
list of illustrations
Figure 1: Family picture collage, 1994. Own image Figure 2: Hong Kong s.d. Available at: http://www.ohcomely.co.uk/pictures/766 Figure 3: Dove Illustrations, 2013. Own screenshots of film
Figure 21: Alice Szabo beauty feature for Mother Tongue, 2014. Alice Szabo photphraphy
Figure 4: No7 Tah Dah! 2013. Available at: http://www.boots.com/en/No-7/ Figure 22: The student, 2014. Available at: http://www.etsy.com/uk/listing/122863291/ brown-saddle-retro-satchel-bag-student No7-Inspiration/No7-real-women/ Figure 5: Time to reflect image, 2013. Available at: http://vsco.co/blog/vsco-cam-weekly-selects-87
Figure 23: The new mum, 2014. Available at: http://armasdesign.blogspot.de/search?updated-max=2013-06-26T10:32:00-05:00&max-results=10 Figure 24: Springtime, 2014. Available at: http://emilieristevski.vsco.co/me-
Figure 6, 7 & 9: Ladies online images, 2013: Available at: http://sincerelyjudia/520824955868081712000010 les.com/ Figure 8: Ladies online image s.d. Available at: http://englishistheartofbullshit.tumblr.com/image/46058654964 Figure 10: The V&A, 2013. Own photography Figure 11, 12 & 13: Website mock-up, 2014. Own creation Figure 14 & 15: Website mock-up, 2014. Own creation Figure 16: Star guide for website, 2014. Own creation
Figure 25: The young professional, 2014. Available at: http://www.pinterest.com/ leah4137/ Figure 26: The single in the city, 2014. Available at: http://www.stylesetterz.com/ Figure 27: The creative mum of three, 2014. Available at: http://www.joycotton.com/womens/ Figure 28: Beauty feature, 2014. Available at: http://darlingmagazine.org/beauty-food-avocado/ Figure 29: Girl, 2013. Available at: http://www.ohcomely.co.uk/pictures
Figure 17: Screen shots of Mother Tongue social media, 2014. Own image Figure 30: VSCO fields, 2014. Available at: http://www.pinterest.com/paintmecrazy/ Figure 18: Mother Tongue newsletter mock-up, 2014. Own creation
Figure 31:Mauritious, 2013. Own photography
Figure 19: Kitty Griffiths jewellery, 2013. Kitty Griffiths photography.
Figure 32: Coffee cup, 2014. Own photography
Figure 20: Coffee cup, 2013. Own photography
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bibliography
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Darling Magazine, (s.d). At: www.darlingmagazine.org (Accessed on 12.01.2014)
Mintel. (2011) Women’s Fashion Lifestyles At: http://academic.mintel. com.ucreative.idm.oclc.org/display/578314/
Dean, J. (2013) UK ad spend set to hit record £14bn. At: http://www.theguardian. com/media/2013/nov/25/uk-advertising-spend-hit-pre-crash-high (Accessed on 18.03.2014)
Oh Comely, (s.d). At: http://www.ohcomely.co.uk/ (Accessed on 15.03.2014)
Heiler, C. Inbound marketing (2013) At: http://www.landscapeleadership.com/blog/bid/330502/New-Survey-Facebook-Dominating-Pinterest-and-Instagram-On-the-Rise-With-Twitter-Lagging
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Instagram, (s.d). At: www.instagram.com (Accessed on 18.03.2014) Jackson, Tim (2008) Mastering Fashion Marketing. London: Palgrave Macmillan
Sullivan Higdon & Sink. (2013) The mom influence. At: http://shsfoodthink.com/wp-content/uploads/2013/05/shsfoodthink-mom-influence.pdf (Accessed on 18.03.2014)
Kapferer, Jean-Nöel. (2008). The new stragetic brand management. London: Kogan Page
Suitcase, (s.d). At: http://www.suitcasemag.com (Accessed on 15.03.2014)
Libby.C. (2013) Social media, Mintel At: http://academic.mintel.com/display/677512/?highlight (Accessed on 18.03.2014)
Twitter, (s.d). At: www.twitter.com (Accessed on 21.03.2014)
LSN Global. (2013) Athena Women. At: https://www.lsnglobal.com/tribes/article/8319/athena-women (Accessed on 18.03.2014)
Walker, D. (12.08.2013) Real Beauty, LSN Global https://www.lsnglobal.com/news/article/8036/boots-campaign-drops-celebrity-for-real-women (Accessed on 20.03.2014)
Mintel. (2010) Charity shops defy the recession. At: http://academic.mintel. com.ucreative.idm.oclc.org/sinatra/oxygen_academic/display/id=479761?highlight#hit1 (Accessed on 23.03.2014)
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Red online, (s.d). At: www.redonline.com (Accessed on 18.03.2014)
critical path
appendix
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mother tonque