Marketing Report

Chelsea Clements

Final Major Project

Marketing Report

Showing Off

Contents

1.

2.

Executive Summary

Industry Situation

3.

Marketing research

4.

Competitive Situation

image 2

Hello

5.

6.

Customer Analysis

ProductAnalysis

7.

Media Objective

8.

9.

Conclusion

Appendix

10.

11.

Image List

Bibliography

Executive Summary SHOWING OFF is motivated by personal experience,

as I have had to find other coping mechanisms to deal with my own self-confidence issues. Being blonde, I have grown up being constantly labelled a ‘bimbo’ by the guys at school, despite having been a high achiever. I was bullied for developing boobs later than other girls, and for getting my period earlier. Even though I knew these physical issues were beyond my control. the bullying had a negative effect on my mental and physical health. This was compounded by a lack of resources that sent a message that not everyone had to look like they were out of a fancy magazine.

image 3 “It’s estimated that up to one in every 100 people in the UK may have Body dimorphic disorder (BDD), although this may be an underestimate as people with the condition often hide it from others. BDD has been found to affect similar numbers in both males and females.

The condition can affect all age groups, but usually starts when a person is a teenager or a young adult, when people are generally most sensitive about their appearance.�

The purpose of this report is to research and identify an opportunity in the market for a publication exhibiting a series of images exposing everyday women to show off their bodies confidently in a society where women are still pressured into looking a certain way.

This will be done by anonymously asking questions to young adults in the form of surveys, and looking at what is already present and how this has helped promote females and their feelings towards their own body.

1.

image 4

Industry Situation Women are under a lot of pressure as to how to look, and be as skinny as the models everyone sees regularly in magazines and in the media. Although men are equally under pressure, women are under more tension to look a certain way, and often get abused and bullied for how they look as opposed to most men. This results in mental and physical disorders such as Body dimorphic disorder, which is a form of Obsessive Compulsive Disorder. This causes obsessions that are Unwelcome thoughts, images, urges or doubts that repeatedly appear in your mind to try and fix something that may not need fixing.

“Girls are considerably more worried about what others might think of how they look or their clothes, compared with boys (64% vs 50% respectively). Concerns about appearance peak amongst teenage girls (aged 13-15), with nearly seven in ten (68%) are worried about the opinions of others, whilst concerns tend to fade away for boys of the same age (48%).�

From a young age, girls go through constant physical changes, which happens at different stages of their lives to their peers in the

same school year, Introducing them to physical emotions relating to how they look a lot earlier than young boys may.

“1 in 4 girls today fall into a clinical diagnosis – depression, eating disorders, cutting, and other mental/emotional disorders. On top of these, many more report being constantly anxious, sleep deprived, and under significant pressure by the age of thirteen. “(The Triple Bind, Steven Hinshaw) With the pressures from school being something that naturally may always be there, things like social media, which young girls are increasingly active on, where inappropriate images and articles are extremely easy to find online creating the ‘perfect’ fantasy body image, promoting teenage girls to diet early and push up their boobs, shave their intimate areas, before they know the effects of doing so.

“92% of teen girls would like to change something about the way they look, with body weight ranking the highest.” (Dove campaign)

in the MEdia..

in Addition, pressures from Women in the media, and how the media portrays women though the use of sexism, for example, Kim Kardashion is known in the press for being a curvy, big hipped girl who has been seen to change the face of the model, introducing curvy girls and girls of shape onto the fashion scene, despite Kim being the women spending millions on makeup every year and going out with her face completely done up by various makeup artists, which is utterly unreal for normal women and young girls who are looking up to Kim as inspiration, to achieve.

“As in previous years, the findings show that girls and young women are feeling pressure to conform to body-image ideals and that this affects their behaviour and well-being. They feel pressure to be ‘thin’ and to go on diets, and to look more like celebrities they see in the media. This results in almost half of 11to 21-year-olds sometimes feeling ashamed of the way they look (45%), and 2 in 5 (39%) not taking part in fun activities because they are self-conscious about their appearance.

Lessons on self-esteem and more media responsibility in showing realistic images of women are among solutions from girls.”

2.

Creating a focus group asking a variety of questions to university students about their feeling on body image, anxiety and whether they have ever or still currently feel the need to change how they look has revealed that most women agree with the fact that because of such high statistics in the amount of young girls suffering from self consciousness with how they look, resulting in much bigger problems, things should be less shied upon when talking about women and a women’s normal body functions.

However many women that were asked have simply accepted that periods are not spoken about because they have not been for so long. how are things going to start to change now?

Having said that, the majority of the women in the focus group still agreed that they would prefer it if women’s normal functions should be openly spoken about.

Having asked the question, “Do you think women should talk about their ‘time of the month’ openly? And why? Majority of the women replied with the response agreeing that it should be as it’s comforting to know that other people are going through the same situation as them, responding with comments such as, :

Asking whether they have ever felt self conscious about how you look and, if so, what sections of the body were they worried about? 100% of the women who answered gave me a response with more than three things each they have been self conscious about. [appendix 3] However, only 50% of these could consider plastic surgery. [appendix 4]

“Yes, because everyone’s periods are different and it’s important for our mental health to be able to air that we are having the period from hell or smug that it’s been a short month!” [appendix 1]

“I do not like the size of my nose, I get self conscious about how my hair looks, whether my eyebrows look right, if my Irritable bowl syndrome makes my stomach look fat, eczema, acne, whether I’m too thin.” [appendix 3]

Majority of people said that they started to feel self conscious about their body starting at the age of 11-15. There weren’t any responses that said that have never experienced any self-consciousness from the age of 11-21. [appendix 2]

image 5

MARKETing Research 3.

People still buy books as opposed to using kindles or going online to read magazines, as it’s more tangible product.

The more shared beliefs and attitudes surrounding one subject aids a stronger interest behind it, therefore engaging with the consumer becomes something they are more interested.

More people are an average size 16 in the UK than any other size, therefore relating to topics on plus size, and that everyone, whatever shape or size is normal.

Lots of talk around body image for both women and men recently with Barbie changing.

Internet is constantly on the rise, and is a free/ affordable way to get your name out. Engaging with new technology such as Snapchat and Instagram, which appeals to the same, young, target market and interacts with them.

Distributing goods quickly is almost expected with the speed of technology, having a good distributor, or attending lots of events where you can sell product to relevant consumers/sell more in bulk.

Laws in different countries apply regarding nudity, this may sacrifice where it can be sold, if put online it will be harder to control.

social

Technological

Political

Enviroment economical

Nudity- could not be published in other countries with different cultures Different views.

Different cultures have different laws on equal rights, which is something that the publication is trying to combat, so anything to do with these would be going opposite to the views presented in the publication.

UK and EU may be separating making it a lot more restricting to extend views across the whole EU.

Limited edition – Will be more expensive to make therefore being more economical and using less waste paper.

About 74% of the population in the UK aged 16 to 24 are employed; therefore they are the most likely candidates who receive a disposable income.

Legal

Paper is a widely recycled product and therefore is very economical. Books are tended to be kept and passed down to younger generations, so could be seen as a classic piece of clothing that doesn’t get chucked in land fill when finished with.

Appendix 11

pestle

Reflecting on these, it is important to remember that although England is a very open country, there are many other countries and cultures in the world that may be highly offending by the production of this publication in their culture. Laws and cultures people are surrounded with will effect a lot of their personal opinions to reflect the law or culture. For example, in saudi arabia, the law states that all women must cover from head to toe having just their eye showing, or in some cases using mesh over their eyes in order to see (niqab or burka) it is against the law for a woman to show their hair and body in public.

Opportunities Weaknesses

Strenghts Threats

Applies to a specific audience, and although the product will be at a pricier end, only interested consumers would purchase the product, so they should be willing to spend the money. Paper is a widely recycled product and it is very economical, where as people look at things online once and forget about it, books are tended to be kept a lot longer and passed down generations either through charity shops or by their parents.

A lot of people are highly against talking about women’s body image, and there is still a huge debate over whether women and men are equal. The opinion of SHOWING OFF may not appeal to everyone, but it will hopefully have a committed following with strong opinions behind it.

Appendix 6

Opportunities to engage with consumers through the internet is something that could help to generate attention regarding the subject. Engaging with consumers on social media sites that they would be using on a day to day basic such as Snapchat and Instagram would feel more personal.

With nudity laws being a lot different in other countries and religions compared to the UK, SHOWING OFF may have to be a UK only production sold at events only, as once the product goes online it may be slightly harder to control where it’s going to be sent.

swot

Body image is a subject that is well represented in the press. with this being the case it’s not surprising that there are a lot of opinions and resources on the subject.

Although this may be the case, when you are in need of help, something so small may push you in the right direction, and with the opportunity to help just a small number of people to be inspired by a publication aimed at getting someone to show off their bodies and imperfections, it is worth pushing this publication, so there is one more to add to the argument of women equality.

competetive situation Petra Collins

Petra Collins (born December 21, 1992 is a Canadian portraiture photographer, fashion photographer and fashion designer from Toronto, Ontario, Canada.

“It’s a time in your life when you’re forming who you are as a person and so many things are happening to you. It’s really scary and hectic. For me it’s something very interesting to capture; there are endless possibilities. There’s always pressure on teenage girls that I think has reached another extreme today”

Opportunities Weaknesses

Strenghts Threats

Petra Collins has a huge audience, and a lot of contacts to use to promote her photography.

She is a photographer so there is no extra costs involved to do with a Photographer and/or Art Director

There are a lot of emerging creatives who are specialising in feminism, this may take some of Petra’s followers.

Appendix 6

Won ‘Best photography book of 2015’ Via NYTimes. This opens up opportunities to release a second book to this, and new books.

Petra has a lot of connections to collaborate with and create footage before competition

Petra’s work is quite broad, and although her direction is Feminism, she can have a very bias message which may offend many people.

As she is a known photographer, she doesn’t really get much recognition for Art Direction although many of the idea’s may be her own.

It is clear that although petra collins is a photographer, her work is very established in the press, regarding femenism.

As a main spokesperson for feminism, Petra has a lot of followers, which holds a lot of responsability. every move she makes will have some kind of responce through the media, and from past projects a lot of this is negative.

Petra may be huge in the media, however without producing content, there is a lot of emerging talent that may catch up with her.

4.

Alice Goddard

Stylist and Editor of ‘Hot and Cold’ Magazine

“We wanted to make something that people have to go out and look for, rather than something that shouts at you from every social media platform.”

Opportunities Weaknesses

Strenghts Threats

Very minimalist magazine that is beautifully laid out and appealing to the eye. The magazine is very relatable to the teenage market, for example a shoot called “lay around the house and do absolutely nothing” and the 90’s scene inspires a lot of their shoots.

Hot and Cold magazine could be related to many other similar magazine and blend into the background.

The magazine needs to have a constant flow of new followers.

Appendix 6

A huge established brand, Saint Laurent have advertised the magazine as well as Margaret Howell and A.P.C have been very supportive of the magazine.

Big names will help to promote the magazine sales and generate press around it.

The magazine was meant to be something that people would have to go out a look for rather than being something to shout out at you. however it has had the opposite effect and is all over the press.

Where as this may be good for publishing, if that isn’t what the editors wanted, they may get overwhelmed buy the attention.

As a stylist and editor of hot and cold magazine, Alice goddard is not so well known in the press.

She does not want to promote the magazine for just anyone to follow it, she wants an audience who have seeked out the magazine and who are genuinely interested.

This is a really nice marketing tool for staying loyal to your customer, where hopefully they would keep repurchasing the product, and recommend to friends that may be just as interested. Gaining a loyal following as opposed to a negative media attack.

Maisie Cousins

Maisie Cousins, born 1992, is an artist from London.

Her approach to making art is hedonistic and performative. She explores themes of power, femininity, nature, technology, colour and indulgence.

“I’m obsessed with shooting nature with disgusting things, because I think it’s impossible to make nature look ugly,”

Opportunities Weaknesses

Strenghts Threats

Has clear and strong opinions related to the female body, which link to the mood and a women’s menstrual cycles.

Currently working on a book of Collages at the moment. There are already a lot of upcoming books from bigger names, it may not sell as well as theirs.

Appendix 6

Although Maisie’s opinions are strong, she is still very non-offensive to the opposite sex and understands their views as well. This could work in her favour, being an upcoming artist, she may relate to a much wider audience.

Her work may be related to an Issue which she isn’t trying to relate it too. She says that “Feminism is unimaginative, and the same types of images keep being published which isn’t empowering anyone, but just profitable”. However, this may be the case with a few of her images. also, as they can be seen in a very feminist light.

Maisie cousins is someone with strong opinions, and knows what she is going out to achieve.

She does not worry about the opinions of others but this may come across in a bad way to her audience who are committed to following her work.

Maisie has expressed that her work is not trying to be women orientated. However the work that she produces does not reflect this, it is all very women orientated and could offend men if she does not produce similar work for men aswell.

Tavi Gevinson

Tavi Gevinson is an American writer, magazine editor, actress, and singer. She came to public attention at the age of 12, due to her fashion blog Style Rookie. By the age of 15, she had shifted her focus to pop culture and feminist discussion.

“When the things you come to see as beautiful are interesting, nuanced or weird, then it becomes a lot easier to appreciate those things in yourself. I’ve come to realise that I don’t have to be perfect or pretty.”

Opportunities Weaknesses

Strenghts Threats

Having started her own fashion blog at 13 Tavi is one of the most well known fashion blogger and at the age of 13 she sat front row at NY Fashion week. Tavi provides an innovative take on everything from Fashion to tech, music and beauty on her online magazine which received one million views within it’s first five days.

With a lot of upcoming Art Directors and Photographers creating content on the subject of Feminism, Tavi’s may need to step up her game in a creative way as her older work might come across as ‘boring’ in comparison to new, upcoming artists.

Appendix 6

Tavi has a lot of connections in all areas of social media; this opens up opportunities to everything from Music to film.

Tavi may of perhaps come into the limelight at too young of an age. Being 11 she was facing all of the body image topics at that time, whereas when you’re older you have more time to reflect on your youth.

Tavi has become very sucessful very young, and developed a very specific audience around the work that she produced whilst being 15. having already become very succesful in this area, it leaves little margin for her to be able to grow up and leave her younger self, which is what she has developed a whole brand from.

Maya Fuhr

Lives & works in New York & Toronto.

“I’ve always found myself naturally drawn to subjects that have a strong presence, which obviously manifests itself in my recent body of work,”

Opportunities Weaknesses

Strenghts

Maya has had a lot of experience with a wide range of other creatives within the photography market, therefore creating herself a huge social circle.

Threats

There are currently a lot of upcoming photographers who plan their own shoots, and have their own ideas which is the reason in doing the work. However Maya has recently said “I’m less interested in planning shoots, and more about having fun and letting the work find me.” This may have a negative effect on her as it no longer relates to the viewer.

Appendix 6

Having created her own feminist zine ‘Like, Honey’ she knows her work sells, therefore could link herself to a huge brand and get her name out to a wider audience.

Maya relys on other creatives to collaborate with in order to create a shoot which may be limiting and not very cost effective.

Maya Fuhr is a new and upcoming femenist photographer that is very interested in the photography and not so much the subject, although most of her work has a female objective, she is not going out to find this work and rely on other creatives to collaborate with, effectivly creating more jobs for upcoming creatives in the industry.

“Balance, you have to find balance.

A balance between the projects that you have to do to pay the bills, and the projects that makes your heart sing. The balance between the amount of questions or obstructions you create because you think something’s not quite right or whether to stay silent.”

-Caryn Franklin

Life is always going to throw situations at you, it’s important to remember that not everything a person does is because they love it, sometimes to get to something they love, they have to do stuff they do not like as much.

Obstructions may block their road but it’s important to battle through them to get to where a person needs to be.

Some young girls may worry that what they are doing in their life at 15 is going to reflect the way their whole life is planned out, making them feel as if they need to grow up quicker, question why their boobs aren’t as big as everyone else’s and if that’s going to be the case their whole life, considering surgery the day of their 18th birthday.

Customer Analysis

5.

6 p’s

Product analysis Analysing the product, price, place, promotion, people and performance, it is clear that for the publication to make a great deal of money a lot of publicity will need to go into selling the product, whether at events or online. With any campaign, interest does not happen overnight and it takes a lot of people supporting the subject in order to make any stand. By creating a social media page, this would be the start of publicising the Publication, and potentially getting the word out to a wide and varied audience.

Appealing to a niche audience about body image within the female form.

A book targeted at changing the way young girls look at their body.

Sold at events and promoted through social media. Once established more could be sold online, starting at selling to specific countrys only due to issues with nudity in many cultures and countrys.

Due to not publishing in batch, most prints would have to be printed to order, therefore creating more waste than ordering in bulk would.

There are plenty of events involving niche books that attract a specific audience to buy and browse products, these can make it possible to print batch orders, however you aren’t guaranteed to sell all of them and have to higher the price to gain a profit.

Appealing to an already established group of women and potentially men in the future who deal with self confidence and body issues to feel confident enough to show off themselves and their bodies for who they are and what they look like.

people Product PRice Place Promotion Performance

By promotion at niche events where competitions are promoting similar products, it’s targeting specific consumers who have an interest in the subject matter and are willing to spend that little bit more on the product.

Tools used to communicate with the audience will include social media, and P.R. Sending free copies out to different bloggers/youtubers who are very involved in the body image market. Using social media will attract the right customers that are interested in the subject, due to instagram being primarily a picture based site, this would be the best match for the publication.

SHOWING OFF is a small profit publication. The aim of this publication is not for profit, but for publicity.

The publication will not be batch produced as there are little customers in the early days of production, this makes costing slightly higher as each publication in printed per person or online order, for events, this may be more cost effecting as the opportunity to print in batch may work well, however it would be a risk to take whether all coppies would sell.

[Appendix 8]

6.

Brand Onion taking the brand onion into consideration, showing off is a publication with a message behind it. Targeted at both girls and women with low body confidence and self esteme.

Four key points of SHOWING OFF include, Easing pressure, self confidence, challenging the idealistic body image and to keep the main focus on girls and women.

Showing off is a minamilistic keepsake magazine, with the key colour being pink to reflect tones of the female body.

Showing off has a serious but stylish vibe, using minimal text and keeping the images as a key statement.

Vision

Pink is a key colour within SHOWING OFF and is one of the key touch points of the publication. Styling for images are minimalistic using tones of pink and beige to reflect neutrality within the body.

Values

SHOWING OFF is a pink, young and fun publication. However still holding a meaningful message that is aimed to challenge the fashion industries commercialised view of the body beautiful.

Personality

SHOWING OFF tries to prove the point that ‘you are normal’ and probably just the same as other girls who are afraid of revealing their true selves. It believes that there is nothing to hide, and nothing to loose by exposing yourself. SHOWING OFF asserts that you don’t need to be the skinniest, the loudest or the most popular because there are other more meaningful ways to achieve great things.

positioning

// Ease Pressure // Confident // Challenge //Girls // Appendix 9

Showing off

Statement the focus of this publication is to create a series of images showcasing semi-naked

everyday women showing off their bodies confidently. The revealing, modern, minimalist styling aims to create images that challenge the fashion industry’s commercialised view of the body beautiful, in order to empower girls to open up about their bodies, to feel better about their own self-image and to ease the pressure they feel about having to have an ‘ideal’ body.

By promoting positive imagery surrounding normal bodily functions like menstrual blood and sweat, SHOWING OFF aims to encourage girls to develop more realistic and diverse perspectives of their bodies. It will reach out by breaking down preconceived notions of ‘perfectness’, revealing the varied reality of different bodies. This is aimed at breaking down patterns of self-denigration in teenage girls.

SHOWING OFF tries to prove the point that ‘you are normal’ and probably just the same as other girls who are also afraid of revealing their true selves. It proves that there is nothing to hide and nothing to lose by exposing yourself. Being female isn’t easy,

but it also does not have to be a continual struggle. By looking at these powerful images, deliberately styled to be challenging and honest, girls will be able to recognise themselves. SHOWING OFF asserts that you don’t need to be the skinniest, the loudest, the most popular, because there are other more meaningful ways to achieve great things. By being allowed creative freedom and freedom of expression, designing this publication has empowered me to express myself and confront these difficult issues. Now I want to do the same for other girls.

“The stories conveyed through branding cause an emotional response in the marketplace and ultimately helps individuals identify with the brand. • S. Hancock, Brand Story, Fairchild Books, 2009

Media Objectives Media objectives are to build brand awareness and promote SHOWING OFF’S message For this, as well as constantly reconfirming with it’s existing audience, the opportunity to chase down a new customer would generate wider promotion of SHOWING OFF. This could be done by getting men involved, by relating to men and their body issues as well as just women will open up a larger, more Having online presence is something that varied audience. will benefit SHOWING OFF in the long run, by giving it a wider target audience, and benefiting existing customers by having an easy and quick way to connect. This will allow interested consumers to follow

SHOWING OFF’S social media sites, who may not of heard of the publication before, but have the same ‘like for like’ opinions. This will slowly build confidence in what message is being delivered, resulting in creating a new customer for SHOWING OFF.

7.

Conclusion This report has researched the opportunity in the market for a publication showcasing everyday women showing off their bodies confidently. Primary research (drawn from a survey of forty respondents) has established that young girls suffer from both mental and physical health issues from as young as 11 years of age. Respondents indicated that these problems were a response to social pressures faced by women to adhere to unrealistic body ideals manufactured and promoted by popular media. The magazine Showing Off has been developed in response to these findings and aims to challenge these ideals.

This report has established that there is existing digital and print competition addressing the issue of women’s body confidence and body dysmorphic. Rather than finding this competition a threat, it

has become evident that the greater the attention paid to this problem, the greater awareness will be built, and therefore, it is proposed that adding Showing Off to the market place will increase the pressure for change.

This project has aimed to create a publication that depicts real women’s bodies and in doing so, to break the myth of perfection.

Promoting the reality of body diversity offers a direct challenge to the unrealistic body ideals that are the source of women’s insecurities.

It should be noted that whilst it has become evident that men are increasingly facing their own complex issues surrounding their bodies and identities, it was not the aim of the publication to address these. This is because it has become apparent that women feel safer dealing with this issues in their own private sphere, and that the inclusion of men in the magazine would be invasive. Rather than ignoring these issues, it has become apparent that there is room for a ‘brother’ publication, that is, a second issue directly focussing on men.

Is has been evidenced that there are numerous events that appeal to the target market of this publication that provide the opportunity to promote the magazine, including the annual calendar of events organised by the UK feminist group The F Word.

8.

AppendiCES

appendix 1

appendix 4

9.

appendix 3

appendix 2

doing this survey has confirmed previously researched, secondary research regarding young people who suffer from anxiety and body confidence issues, Primary research from this survey has enabled me to back up information from real sources, and a wider age group.

Appendix 5

Appendix 6

Appendix 7

Appendix 8

Using marketing analysis to research into the Macro enviroment, things in society that will effect how an idea will opporate within and outside of the UK. By researching how the economy would effect an idea or brand that a business has no control over using PESTLE this then leads to a swot, this analysis the strengths and weaknesses within the brand keeping in mind economy issues found within the pestle.

Appendix 11

Appendix 9

Appendix 10

Appendix 10

Appendix 10

Appendix 10

image list Image One (front page) “Doll Face” Model - Beth Frances hair & Makeup-Claire Golby Photo -Lindsay Bunny Baker Stylist/Art Direction - Chelsea Clements

Image Five “Realistic illistrations” Model - Rebecca Hodge Photo - Sydney Elliott-money Stylist/Art Direction - Chelsea Clements illistrator-sophie brampton

Image Two (contents) “Doll Face” Model - Beth Frances hair & Makeup-Claire Golby Photo -Lindsay Bunny Baker Stylist/Art Direction - Chelsea Clements

Image Six “Realistic illistrations” Model - Rebecca Hodge Photo - Sydney Elliott-money Stylist/Art Direction - Chelsea Clements illistrator-sophie brampton

Image Three “Realistic illistrations” Model - Rebecca Hodge Photo - Sydney Elliott-money Stylist/Art Direction - Chelsea Clements illistrator-sophie brampton

Moodboard images sourced from pinterest

Image Four “Pink period” Model - Sophie Grewal-Barrett & Josie Dove hair & Makeup-Ellen Chaplin Photo -Lindsay Bunny Baker Stylist/Art Direction - Chelsea Clements

10.

Bibliography

Arogundade, B. (2003) Black beauty. London: Pavilion Books.

Body image (2011) Available at: http://www.about-face.org/educate-yourself/get-the-facts/facts-on-body-image/ (Accessed: 26 February 2016).

Body image statistics | body image help - learn to love your body! (2012) Available at: http://www.lookpositive.co.uk/statistics/ (Accessed: 26 February 2016).

Choices, N. (2014) Body dysmorphic disorder (BDD) - NHS choices. Available at: http://www.nhs.uk/Conditions/body-dysmorphia/Pages/Introduction.aspx (Accessed: 4 April 2016).

Collins, P. (2001) Unsere Jahre, Bilder aus Deutschland 1968-1998. Germany: Prestel.

Collins, P. (2015) Babe. Germany: Prestel.

Girlguiding (2014) Available at: http://new.girlguiding.org.uk/girls-attitudes-survey-2014 (Accessed: 26 February 2016).

Hancock, J. (2009) Brand/story: Ralph, Vera, Johnny, Billy, and other adventures in fashion branding. Edited by s hancock. New York: Fairchild Books. handcock, joseph (2009) Brand/Story. 2nd edn. bloomsbury.

Karefa-Johnson, G. (2014) Petra Collins on her new photography show ‘Discharge,’ Teenagedom, and the female gaze. Available at: http://www.vogue.com/872614/petracollins-photography-show-discharge-teenagedom-female-gaze/ (Accessed: 13 January 2016).

Login to Mintel reports - Mintel group Ltd (no date) Available at: http://academic.mintel.com/display/708486/?highlight (Accessed: 17 February 2016).

Min, L. (2015) The fun, the freedom, and the feminism of Petra Collins’ new book ‘Babe’. Available at: http://hellogiggles.com/petra-collins-babe-review/ (Accessed: 13 January 2016).

Mind, the mental health charity - help for mental health problems (2013) Available at: http://www.mind.org.uk/information-support/types-of-mental-health-problems/bodydysmorphic-disorder-bdd/?gclid=CJ-BvuXl9MsCFXEz0wodNWcNUQ#.VwJEtxIrKMJ (Accessed: 4 April 2016).

Posner, H. (2011) Marketing fashion. London: Laurence King Pub. Ramsey, M. (2014) Transcript of ‘why thinking you’re ugly is bad for you’. Available at: http://www.ted.com/talks/meaghan_ramsey_why_thinking_you_re_ugly_is_bad_for_ you/transcript?language=en#t-389180 (Accessed: 25 January 2016).

Rosin, H. (1973) Transcript of ‘new data on the rise of women’. Available at: http://www.ted.com/talks/hanna_rosin_new_data_on_the_rise_of_women/ transcript?language=en#t-32180 (Accessed: 25 January 2016).

Sadeghi-Ray, S. (2015) BOOK REVIEW: BABE BY PETRA COLLINS. Available at: http://museemagazine.com/uncategorized/book-review-babe-by-petra-collins/ (Accessed: 13 January 2016).

Statistics on body image, self esteem & parental influence heart of leadership (2015) Available at: http://www.heartofleadership.org/statistics-on-body-image-self-esteemparental-influence/ (Accessed: 26 February 2016). wrote, B. (no date) The marketing mix and th 4 Ps: Understanding how to position your market offering. Available at: https://www.mindtools.com/pages/article/newSTR_94. htm (Accessed: 11 March 2016). you, B. to, Style, Y. and Network, B. (2016) The shocking results of Yahoo health’s Body-Positivity survey. Available at: https://www.yahoo.com/beauty/the-shocking-results-ofyahoo-1332510105509942.html (Accessed: 6 April 2016).

(No Date) Available at: http://bddfoundation.org/?gclid=CIbL-fTl9MsCFQ0SGwodUZwNlQ (Accessed: 4 April 2016).

Citations, Quotes & Annotations Choices, N. (2014) Body dysmorphic disorder (BDD) - NHS choices. Available at: http://www.nhs.uk/Conditions/body-dysmorphia/Pages/Introduction.aspx (Accessed: 4 April 2016).

(Choices, 2014) “It’s estimated that up to one in every 100 people in the UK may have BDD, although this may be an underestimate as people with the condition often hide it from others.

BDD has been found to affect similar numbers of males and females.The condition can affect all age groups, but usually starts when a person is a teenager or a young adult, when people are generally most sensitive about their appearance.” (Choices, 2014) Rosin, H. (1973) Transcript of ‘new data on the rise of women’. Available at: http://www.ted.com/talks/hanna_rosin_new_data_on_the_rise_of_women/ transcript?language=en#t-32180 (Accessed: 25 January 2016).

“In American fertility clinics, 75 percent of couples are requesting girls and not boys. And in places where you wouldn’t think, such as South Korea, India and China, the very strict patriarchal societies are starting to break down a little, and families are no longer strongly preferring first-born sons.” (Rosin, 1973) “In my mother’s day, she didn’t go to college. Not a lot of women did. And now, for every two men who get a college degree, three women will do the same.” (Rosin, 1973) “Certainly this is not the first time that we’ve had great progress with women. The ‘20s and the ‘60s also come to mind. But the difference is that, back then, it was driven by a very passionate feminist movement that was trying to project its own desires, whereas this time, it’s not about passion, and it’s not about any kind of movement. This is really just about the facts of this economic moment that we live in.” (Rosin, 1973)

11.