M A R K E T I N G R E P O R T F O R N Ū
P R E PA R E D
B Y
E L I S S A
N O V E M B E R
F LY N N
2 0 1 6
2
Fi g u r e 1
C
O
N
T
E
N
T
S
Executive Summar y
4
Industry Situation
6
Market Situation
10
Competitive Situation
11
Consumer Profile
24
Brand Analysis
28
Marketing Mix
30
Integrated Promotional Strategy
32
Conclusion
36
Appendix Bibliography
40
List of Illustrations
41
3
E S
X U
E
M
C
U M
T
A
I
R
V
E Y
This repor t intends to decipher a gap in the publishing market, and identify how that space can be utilised by Nū. Through exploration of the current publications a n d p l a t f o r m s i n t h e i n d u s t r y, a n a l y s i s o f N ū’s b r a n d c h a r a c t e r i s t i c s a n d i d e n t i t y will pin point how the brand can succeed against their competitors. Using analytical t e c h n i q u e s s u c h a s S W OT a n a l y s i s f o r N ū a n d its main competitors will allow comparison of their strengths and weaknesses.
Fi g u r e 2
4
5
I N D U S T R Y S I T U AT I O N
M
A
C
R
O
E N V I R O N M E N T NĹŤ is an SME company positioned i n t h e Fa s h i o n i n d u s t r y w i t h i n t h e L i f e s t y l e m a r k e t . Wo r k i n g c l o s e l y with
independent
ar tists,
record
labels and venues, the initiative works to promote unconventional and of
unruly their
c a r e e r.
organising making curating
artists
at
the
Specialising
progressive
print of
in
shows,
publications
exhibitions,
community
start
the
and loyal
consumers
will
allow NĹŤ to set in place a unique system, whilst promoting a more sustainable outlook on life. This enables them to introduce a large and
diverse
young
audience
to
the fashion, music, ar t, film and photography that they trust.
6
“ While the online versions have a couple of advantages over fashion magazines— they are constantly updated with news, they are much cheaper to produce, and t h e y o f f e r a “p e r s o n a l ” a n d “a u t h e n t i c ” extension of the magazine—the printed fashion magazine is valued for its tactile q u a l i t y. T h e p h y s i c a l i t y o f t h e n i c h e fashion magazines and their sensual q u a l i t y. . . i s h i g h l y v a l u a b l e t o r e a d e r s who treasure niche fashion magazines as both material and symbolic objects. Not only do readers collect and keep the magazines as references, they cherish their book-like quality and “s t y l e” t h e i r h o m e s a n d o f f i c e s w i t h them. More to the point, the digital and the printed versions coexist and offer not only different content but also r e n d e r d i f f e r e n t t y p e s o f r e a d i n g . S o, while the abundance of online fashion publishing has led to speculations on the death of the printed fashion press, the physical quality of niche fashion magazines matters greatly to both their c o n s u m p t i o n a n d p r o d u c t i o n .” ( Ly n g e - J o r l e n , 2 0 1 2 , p g 5 )
Fi g u r e 3
7
P
P
O
L
I
- Increase
T of
I
C
income
A
L
tax
of
consumers may affect sales, as publications and events are not essential to ever yday living - Brexit:
laws
and
regulations
E
are likely to change; over the
E C O N O M I C A L
past years it has grown into a
- The cost of the publication and events
single market, allowing goods and
people
to
move
around
exchange
may
impact how people spend their
to book/work with international
money
affect
h o w p e o p l e s p e n d t h e i r m o n e y.
in target market if they are
current
threat
level
or
for
UK is Severe. This could result in
spending
have
of
recently
- The
I
A
concern
of
Religion or culture of target audience
may
affect
Commerce has decreased its
international market and ease
GDP growth forecast from 2.6%
of travel, lack of sales of fashion
to 2.2% in 2016, and 2.6 to 2.3%
and
and
in 2017 post Brexit, resulting
people becoming more reluctant
in lower than expected growth
topics
to leave their homes for outings
in household consumption and
become less popular
unessential to ever yday living,
ser vices.
magazines
-
such as music events. - T h e
risks
associated
with
positive or negative effect on
-
-
Lifestyle of demographic will affect their disposable income
- Change
-
in
trends
meaning
of
magazine
expected to grow 7.2% in 2016
connection to the brand
the brand, and/or restrict trade
will
of products or places that can
habits
affect
their
restrict ability to trade. American Election may have an affect on how bands and ar tists are able to work in collaboration in the UK.
8
spending
may
Change in consumer attitude affecting
Cost of rent for target market
their
interest in the platform
The UK business investment is
and 7.4% in 2017.
legislation change can have a
for
claimed to recycle all the time
closure of borders lowering the
lifestyle
L
- In 2013 74% of households
become
Chambers
C
sustainability
-
British
O
- Rising
people
unemployed
international terrorism in the
S
S
- UK unemployment rate, will
Po s t B r e x i t i n f l a t i o n w i l l a f f e c t
- The
-
rates
unrestricted, it may be harder
musicians and ar tists. -
- Fa l l i n g
their
emotional
E
L
T
L
T E C H N O LO G I C A L - Social
media
expanding
online
presence -
Online marketing through social media
free
of
charge,
with
E
- Shipping
G and
A traffic
L laws,
will affect how the company
platforms
companies
ENVIRONMENTAL
distribute their products. -
-
Carbon footprint
-
Sustainable paper and ink
-
Recycling at events
- Bad
w e a t h e r,
consumer
unlikely to want to leave the house to purchase publication or attend events
Changes in environmental laws may affect shipping, paper and ink supply/usage
options to sponsor and expand later - Interactive
consumer
relationship
through
promotional
strategies
online and
social media -
Online magazines may be more convenient for consumer
Fi g u r e 4
9
M A R K E T S I T U AT I O N Fi g u r e 5
M I C R O E N V I R O N M E N T Operating
within
the
publishing
s e c t o r, o n e o f t h e b r a n d ’s m o s t unique characteristics is the tie of
their
quarterly
publication
with their weekly events, allowing consumers access to printed media, shows and events, as well as other perks. The platform runs online, in
and
physically
through
its weekly immersive events such gigs, exhibitions, club nights and f i l m s c r e e n i n g s . Ta r g e t i n g y o u n g and creative inquisitives alike, the b r a n d a i m s t o p u l l i t ’s c o n s u m e r away from behind the screen of the digital world and catapult them b a c k i n t o r e a l i t y t h r o u g h i t ’s t a c t i l e publications and var ying events.
10
C O M P E T I T I V E S I T U AT I O N
W
S S
T
R
E
N
G
T
H
W
Creative
E
A
K
N
E
S
S
D o e s n’ t h a v e a f o l l o w i n g o r e s t a b l i s h e d c l i e n t
Collaborations with ar tists Clean website and branding
base as it is a start up
Publication: Quar terly
Lack of backing money
Regularly updated social media
Incomplete website
We e k l y e v e n t s
Has not formed a good reputation for itself
Support of local and emerging artists and
yet as it is new
musicians Links to social media on website Publication
themes:
fashion,
music,
youth
culture, ar ts, design Online playlists Publication Preview on issuu
O
T
O P P O R T U N I T Y
T
Membership/subscription for publication and
Other printed publications could be more
events
accessible
Expanding fur ther across the UK and Europe
Limited use of Social Media may hinder
Blog
online engagement
Digital publication to purchase online Learning
from
readership
through
real
engagement to enhance publication further
11
H
R
E
A
T
C S
O I
M T
P
E U
T A
I T
T
I I
V O
E N
Looking at other fashion and music magazines and platforms, t h e r e i s a w i d e r a n g e t o c h o o s e f r o m . O n e o f “p u b l i c a t i o n s ” unique selling points is their persistence to find and support emerging ar tists; therefore their competitor will be doing s o m e t h i n g s i m i l a r. T h i s e l i m i n a t e s s o m e w e l l - k n o w n m a g a z i n e s that only promote fully established and popular music/ar ts. T h e b r a n d p o s i t i o n i n g g r a p h i d e n t i f i e s N ū’s m a i n c o m p e t i t o r s through its use of the axes for type of fashion featured: High fashion or vintage/street style and high or low variety of events, Crack, Huck, and Subbacultcha are the main competitors for Nū.
12
Fi g u r e 6
VA R I E T Y E V E N T S
O F
Clash Subbacultcha Kaltblut
Huck
NÅ«
Crack
Betty V I N TA G E , S T R E E T S T Y L E
H I G H FA S H I O N i-D
Beat Dazed and Confused Wo n d e r l a n d Fu s e d Oyster Notion
Rough Idol
Pylot
Flux
L O W VA R I E T Y / N O E V E N T S
13
C
O
M
H
P
E
U
T
I
T
C
O
R
K
Huck Magazine have a similar ethos to NĹŤ and are also targeted at millennials, suppor ting independent culture, people and movements that go against the n o r m a l f l o w. H u c k s e e k s o u t f r e e t h i n k e r s , r o a m i n g t h e globe to document grassroots counterculture as it unfolds with those who are bursting with new thoughts and ideas. Their focus is on bike and board spor ts, Fi g u r e 7
travel, perspectives and ar t and culture, which include: a r t , m u s i c , p h o t o g r a p h y, p r i n t , s t y l e . T h e i r s i t e i s v e r y accessible with a vast array or information, opinions and creativity ; this runs alongside their print magazine produced ever y two months and available to buy for ÂŁ6.
14
S
S
T
S
R
E
N
G
T
H
W
Strong principles
E
W
A
K
N
E
S
S
Unable to view magazine online
Concern for the environment Nice branding Easy to navigate and aesthetically pleasing website Print magazine looks nice Social media accounts on website Fr e q u e n t l y u p d a t e d s o c i a l m e d i a Informative
O
O P P O R T U N I T Y
T
H
T
R
E
A
T
Pe o p l e o n t h e r o a d ( p a r t o f t a r g e t m a r k e t ) Curating exhibitions and gigs
will be unable to obtain copies of the
Music playlists curated by Huck
magazine Other more specific magazines competition
15
Fi g u r e 8
S
U
B
B
A
C
U
L
T
C
H
A
Having begun in 2005, Subbacultcha have formed their brand identity and refined it over the years, resulting in an identifiable niche style evident in their publications and online. Their unique membership system allows consumers to fully engage with the initiative without costing too much, the membership is not something that is available in the UK and for such a small price. It is unknown if it is something that would even be considered here, however it opens the spectrum of the audience and members to a wide range of creative and inquisitive people from an array of backgrounds and ages. The tone of voice reflects through the brand visuals, which are laid back and organised.
16
S
W W
E
A
K
N
E
S
S
Not in the UK
S T R E N G T H Knowledgeable of their field
O
Stylish Creative Collaborations with ar tists Clean
likeable
website
and
branding Non discriminative Publication:
NL
Q u a r t e r l y,
BE
monthly Regularly updated social media Shows and Events Support
Expanding fur ther across Europe
of
emerging
O P P O R T U N I T Y
local artists
and
Explore and feature the style and fashion of the
and
target market
musicians Monthly membership available with good perks Links to social media on website
T
Belgian division Publication
themes:
trending
music, youth culture, ar ts, fashion and design Publications on Issuu.com • Radio
show
and
online
playlists • Blog
T
H
R
E
A
T
Could be cliquey Other
printed
accessible
17
publications
could
be
more
C
R
A
C
K
Crack is an independent platform for contemporar y culture, music and ar t, realized through their free monthly printed publication, as well as regularly updated website. Beginning 7 y e a r s a g o, t h e p l a t f o r m n o w h a v e 7 0 i s s u e s t o t h e i r n a m e , each growing and changing. Primarily music based, Crack magazine is a fountain of knowledge of old, new and aspiring musicians, laid out beautifully in a large newsprint style publication. Each issue features an ar tist print in the center fold, often full colour poster style illustrations.
Fi g u r e 9
18
S
T
S
R
E
N
G
T
H
W
E
A
W K
N
E
S
Knowledgeable
Not easy to find printed publication
Creative
All events Bristol based
S
Collaborations with ar tists Clean branding Fr e e P u b l i c a t i o n Regularly updated social media Shows and Events Support of emerging and established musicians Links to social media on website Publication themes: music, culture, ar ts Publications on Issuu.com
T
O O P P O R T U N I T Y
T
Expanding fur ther across the UK and Europe
Other printed publications could be more
Explore and feature the style and fashion of
accessible
the target market
19
H
R
E
A
T
C R
O
M E
Although
P
V
Huck
aspirations,
the
E
T I
I
T E
O
R W
and
Nū
have
similar
two
function
slightly
differently ; Huck is mass market, covering global ar ts and culture, whereas Nū hone in on local communities. Both have a keen eye for creative ability and finding idiosyncratic
talent
amid
a
crowd
of
m o n o t o n o u s n o r m a l i t y. A s N ū a r e a s m a l l e r organization, the ser vice of the website and publication all feel more personal, despite being accessible to thousands of
people.
Subbacultcha
is
a
strong
influence to Nū however it is only run in Amsterdam and Brussels, with a stronger focus on music and ar t with less fashion. S u b b a c u l t c h a w o r k s w e l l i n a c h i e v i n g i t ’s goals, however fashion is not a feature in the Dutch division but the style of the brand is ver y strong. Crack is ver y focused o n m u s i c o f a l l k i n d s g l o b a l l y, a n d t h e i r magazine is full of upcoming events and promotions, which can distract from the content.
20
Fi g u r e 1 0
21
“Nū is a platform exploring fashion, m u s i c a n d c re at i v i t y. Through our quarterly printed publication and fortnightly immersive events held in Brighton, we will entice you from behind the screen of the digital world and catapult you back into r e a l i t y .”
22
Fi g u r e 1 1
23
C P
O R
N O
S F
T G
U I
A R
M L
E E
R O
G U
R :
E P
T :
They are young and educated with a soft spot
for
fashion
and
the
arts
with
an
eclectic taste in music. As well as sharing a love for print publications, they share the commitment and suppor t for young, up-and-coming comprised
of
ar tists. mostly
The
audience
ar tists,
is
musicians,
readers, writers, students, and professionals working in creative industries and media.
B C
R M
O
A U
M
N N
I
D Y :
T
These people represent the ideal audience of
the
brand. They
are
a
dynamic
and
complex community of people passionate about
music
platform
and
through
publication
and
art, the
supporting purchase
regular
of
attendance
the the of
events. They challenge and inspire, as the future of the brand is gradually moulded.
24
Fi g u r e 1 2
25
26
T H E D E F I N E D M A R K E T A R E :
TA R G E T
18-35 Location: London, Brighton Creative Cultural Individual Pa s s i o n a t e Eager to learn Enjoys:
music,
art,
travel,
fashion,
reading,
keeping up to date with current affairs, festivals, a good party
M
U
S
I
Va r i e d t a s t e Ta m e I m p a l a Mac Demarco David Bowie The Maccabees Fo a l s Beach Baby The Cure The Black Keys Khruangbin Connan Mockasin
B R A N D S : Vintage Fi g u r e 1 3
Charity Shops Urban Outfitters Zara
27
C
:
B R A N D
BrBra
nd
in
a
i ct
a
nd
p
a Br
A N A L Y S I S
Collaborations with ar tists and musicians
on
s er nd
a on
lity
Immersive
Yo u t h f u l b u t m a t u r e
events
Stylish
es valu
Intelligent
Gender neutral
Brand E ss
en
Mindful Responsible Engaging
Sharing and acknowledging fashion and music innovations
ce
Aware of the good and bad in the world around us
Inquisitive We b s i t e
Appreciation for new and old Seeking to learn and constantly improve as a brand and community
Immersive
Informative Sociable Conscious of environmental and ethical issues
Publication
Low usage of Social Media - only to boost events and info related to publication/brand
Fi g u r e 1 4
28
29
M A R K E T I N G
P
L
A
C
M I X
E
The brands physical home is in Brighton as this is where their events are held, however the publication also explores ar tists
Nū will be sold in selected stores,
P H Y S I C A L E N V I R O N M E N T
such
The brands events are held in a
locally and from around the UK.
as
independent
coffee
shops, clothing and music stores
P R O M O T I O N
variety of independent venues
such
main
is
across the city of Brighton and
as
Urban
Outfitters,
to
promotional
reflect on the style of magazine.
through
Social
Hove, this is where the platform
The publication will be available
M e d i a ; Fa c e b o o k , I n s t a g r a m a n d
is brought to life. The brands
to purchase online through their
S p o t i f y. T h e y u s e s o c i a l m e d i a t o
online
coherent
awakening
connect and engage online with
globally to consumers who wish
presence,
t h e i r c o n s u m e r, w h i l s t i n f o r m i n g
to follow the brand but are unable
and adhering to the needs of
their
event,
to get to Brighton for the events.
the target market. The opening
creating a buzz and anticipation
The publication is also Brighton
page of the website takes you
around
Their
based representing local talent
to
which
social media accounts are ver y
but with featuring ar tists and
includes drop down menus for
clean, often with promotional
musicians,
“A b o u t ” “ Fa s h i o n” a n d “ M u s i c ”,
images or professional looking
not always hail from the area.
the
photographs, but in a style that
The publication can be found
media
makes the images personal as if
in selected stores appropriate
b a d g e s f o r Fa c e b o o k , I n s t a g r a m
the photographer is capturing
to
a n d S p o t i f y, w h e r e t h e b r a n d
their
independent
connects with the consumers.
hanging out.
the
will
We b s i t e ;
brands
their
home
bottom have
online
of their
screen
the
homepage
social
their
strategy
product
each
group
of
use
of
and
event.
friends
whilst
the
presence
allows
however
brand
30
they
beginning magazine
Magazine Brighton.
access
may
with store
P
R
The
products
a
O
package
D of
of
Publication
U Nū the
and
immersive
C
T
come
as
quarterly for tnightly
events,
which
will
allow the consumer to connect with the brand. The products and visual elements of the brand are of consistent styles and mood; photography is usually playful, relaxed or thought provok ing. “Publications” tone of voice is intelligent,
but
relaxed,
their
passion for the subject flows through their words, reaching out to their audience. They are not
P
E
O
P
L
E
overly
asser tively
formal,
but
with
range
a
write of
P L A C E M E N T The
publication
product
is
p l a c e d i n t h e P u b l i s h i n g s e c t o r, within the fashion and lifestyle market,
with
its
physical
placement in a selection of independent coffee shops and
The people of Nū are aged around
vocabular y allowing the reader
18-35, a mature yet young and
t o t a k e t h e i r t o p i c s s e r i o u s l y,
optimistic audience, they enjoy
sometimes with a subtle sense
informative editorial but with a
o f h u m o u r. Ty p e f a c e s a r e s t e a d y,
touch of playfulness. The brands
with the same fonts used online
tone of voice relates directly to
and in print. Overall the brand
the target audience, who follow
uses minimal layouts and concise
the platform for their knowledge
colour schemes making features
and creative offerings. The people
clear to read and differentiate
P
in the brands imager y are within
between.
the
The price of the publication
the target market; portraying the
publication will be on 190gsm
will be £4, this may be subject
openness of the platform, as they
c o v e r a n d 1 5 0 g s m i n n e r, t h e s i z e
to change in accordance to
are not all professional models,
is 260mm x 327mm, this is larger
alteration of print type and
t h i s e l i m i n a t e s e x c l u s i v i t y.
than A4 but smaller than A3.
paper stock.
The
format
31
of
retailers with high reputation to
ensure
quality
of
consumers the
the
product. The
publication will first be sold in store and online at Magazine Brighton, online on the brand w e b s i t e a n d o n S t a c k . c o. u k .
R
I
C
E
I N T E G R A T E D S T R A T E G Y The
brand
awareness active
will
posts
build
through
their
social
media
with
regular
accounts,
P R O M O T I O N A L
engaging
with
consumers and acting as promotional Their
platforms.
Fa c e b o o k
account
will build brand persona communicating upcoming events,
exciting
features
and new content online whilst
bringing
brand
to
life
“p u b l i c a t i o n s �
the online.
account will be carefully curated
to
convey
visual
elements
the and
aesthetics of the brand, this will be relatable to the consumer and be relevant to upcoming events and content.
Promotions website
through
will
upcoming
the
focus
events
on
using
banners and image links; using
filmic
based
and
image
responses
to
events and content of the publication. The will
also
be
website
used
for
consumers to find relevant information on the brand and events, whilst relaying and informing their brand identity and
through
videos
that
images relate
to their ethos and their t a r g e t c o n s u m e r.
32
Fi g u r e 1 5
33
The launch of the brand will be promoted
online,
physically
and
through word of mouth to create a buzz and anticipation, culminating w i t h a l a u n c h p a r t y. T h e i m p a c t of the initial launch will engage consumers, with the launch par ty widening the brands audience. The launch par ty will give consumers more information on the brand and an idea of how it functions and its
persona;
attendees
opportunities
to
gain
will
have
exclusive
benefits to future events, star ting a r e l a t i o n s h i p w i t h i t s c o n s u m e r.
The
launch
party
will
act
as
a
catalyst for future events welcoming collaborators,
venue
owners,
musicians, ar tists and consumers to the brand. Sponsors would be kept to a minimum and carefully selected so as to only support the brands ethos
and
independence.
After
the initial launch, the publication will be available to buy online on t h e b r a n d w e b s i t e a n d S t a c k . c o. u k , and
physically
through
Magazine
Brighton, beginning in Spring 2017. The
Social
media
accounts
will
become gradually more active in the months preceding the launch, with posts starting December 2016.
Fi g u r e 1 6
34
35
C
O
N
C
L
U
S
I
O
N
To c o n c l u d e w i t h c o n s i d e r a t i o n s t o t h e sections covered in this repor t, a gap in the market has been identified; through analysis of competitors it has been found there is space for NĹŤ to develop as a platform. Subbacultcha was identified as a main competitor but does not run in the UK, this makes it a main influencer to the brand and example of how a similar platform can be run. Huck and Crack have similar but var ying approaches to the publication market providing a space for NĹŤ to take their own approach and differentiate themselves from the platforms already available.
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Fi g u r e 1 7
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h e a t e r [ A c c e s s e d 1 0 S e p. 2 0 1 6 ] . Fi g u r e 1 2 Man on bike A r c h z i n e . f r. (2016). [online] Av a i l a b l e at: http://archzine.fr/wp-content/ uploads/2016/08/chouette -idĂŠe -pull-pour-homme -tendances-mode.jpg [Accessed 1 8 N o v. 2 0 1 6 ] . Fi g u r e 1 3 Consumer Profile h t t p s : / / w w w. f l i c k r. c o m / p h o t o s / r i c k n e v e s / 1 5 8 3 0 1 8 8 3 4 / i n / p h o t o s t r e a m / h t t p : / / w w w. r e p u b l i c o f y o u . c o m . a u / h t t p s : / / w w w. f a s t c o m p a ny. c o m / 3 0 2 7 8 7 9 / a g e n d a s / 5 - s e c re t s - t o - f i n d i n g - t i m e - fo r work-love -and-play-from-over whelmed-author-brigid-schulte h t t p s : / / w w w. f l i c k r. c o m / p e o p l e / l i n c h u n a n / h t t p : / / e l i t e d a i l y. c o m / n e w s / wo r l d / s c i e n t i s t s - c l a i m - l o we r - i q s - m o re - l i k e l y - b i n g e drink/944376/ http://noir facade.livejournal.com/991352.html h t t p : / / t h e e n d c o l l e c t i v e . t u m b l r. c o m / p o s t / 5 2 7 0 0 4 8 5 2 3 8 h t t p : / / b l o g . y i m m y a y o. c o m / p a g e / 5 3 0 h t t p s : / / w w w. i n s t a g r a m . c o m / p / B J v LyTg j Z 0 6 / h t t p : / / w w w. w h a t s h e s a i d b l o g . c o m / w h a t - w e r e - u p - t o / d e m i n d a z e d h t t p : / / u r b a n o u t f i t t e r s . t u m b l r. c o m / ? c r l t . p i d = c a m p. e V L J Fi B x C D o U h t t p s : / / s - m e d i a - c a c h e - a k 0 . p i n i m g . c o m / o r i g i n a l s / 8 2 / bc/59/82bc594e9965ffc46b943810b7e0b3b2.jpg http://blog.urbanoutfitters.com/blog/tumblr_tuesday_naomi_wong?cm_re=Blog_ C o n t e n t - _ - B 5 - _ - t u m b l r _ t u e s d a y _ n a o m i _ w o n g & c r l t . p i d = c a m p. a d k s X B H l k j I i Fi g u r e 1 4 Scan + 4 photos Sketchbook + original images by Eliss Flynn Fi g u r e 1 5 We b s i t e s c r e e n s h o t Fi g u r e 1 6 Instagram Screen shot Mocked up with images by Elissa Flynn Fi g u r e 1 7 Illustration + logo By Elissa Flynn
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e l i s s a p r o d u c t d e v e l o p m e n t . t u m b l r. c o m