fashion promotion
FASHION PROMOTION REPORT BA FASHION MARKETING EMILE PESTININKAITE STUDENT NO : 425681796
CONTENTS 1
INTRODUCTION
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BRAND IDENTITY 3
CONSUMER 4
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COMPETITORS
PROMOTIONAL STRATEGY 6
ADVERTISING MAGAZINES
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OUTDOOR
INTERNET
PUBLIC RELATIONS
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DIRECT MARKETING
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PERSONAL SELLING
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RETAIL ENIRONMENT
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SALES PROMOTION
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BRAND FUTURE
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CONCLUSION
APPENDIX
BIBLIOGRAPHY
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INTRODUCTION T
he aim of this report is to develop a new brand and promote the brand to a specific target audience (Generation X) through a comprehensive promotional campaign. This report will illustrate how different tools will communicate within promotional strategy, brand and consumer. To launch and enter mass market, product T-shirt will be the vehicle. The report will introduce brand’s promotion strategy during pre-launch, launch and post-launch stages.
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BRAND IDENTITY T
he brand ‘NoIdea’ is a new developed extreme sports equipment and apparel company, which targets generation X-ers, offering contemporary clothing and shopping experience for its customers. The brand is about to gather more interest sharers together by creating a friendly atmosphere. The brand wants to encourage people to communicate and share the inspiring life stories worldwide at virtual platform, in stores and at special events organized by ‘NoIdea’.
Brand Essence
Brand values
NoIdea is a contemporary earth-friendly clothing and boarding sports equipment company, with an aim to offer its customer’s sound quality, fashionable products and unforgettable shopping experience.
The foundation of the company is sustainability, comfort and beauty all gathered together, to create an emotional connection between consumer and the brand
Brand Personality The characteristics of brand are down-to earth, independent, innovative, fashionable, creative, protective, edgy, scrupulous and adventurous. APPENDIX 1
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‘NoIdea’ is a newly developed brand, what targets 30-50 aged extreme sports consumers that might have been left behind by sports apparel companies, but still want to be trendy, feel comfortable and enjoy extreme activities. The brand concentrates on boarding sports, such as – snowboarding, surfing, windsurfing, kite-surfing clothing, accessories and equipment and also casual outfits for women and men. The company markets itself as a high-street brand, what offers high quality, exclusive and affordable clothing. Sustainability is a key element in product development, in order to attract wide market that cares about environmental issues, but do not want to be charged too much to get eco-friendly product. The main market of extreme sports is the generation Y, but generation X-ers are likely to participate in extreme sports as well, considering that they have more money to spend on leisure activities and are ready to spend more in order to achieve sound quality, long lasting products.
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THE CONSUMER
A
consumer of ‘NoIdea’ brand is both man and woman, potentially middle class with higher income. They might be professionals in a particular sport branch or either beginners. The consumer of ‘NoIdea’ can be defined as an early adopter. (appendix 2). The brand is going to be launched in the UK, but delivers its products all around the Europe, Australia and US continents. Brand will be accessed online worldwide and in London Oxford Street. The consumer of ‘NoIdea’ brand is dynamic and spontaneous, high-risk taker, so when it comes to choosing a product, it has to offer protection and reliability. The majority of this subculture is loyal to particular brands and barely chooses not well known brand. In order to build a strong relationship within the brand and consumer and attract new consumers, ‘NoIdea’ will be sponsoring various extreme boarding sport contests and events. Additionally, the consumer is scrupulous to the details, so to satisfy a consumer, brand is going to give a lot of attention to products’ details, from button to packaging. Generation X-ers are surprisingly keen on new technologies. Newly adopted technologies will be used in-store and online, in order meet customer needs and offer a contemporary shopping experience. Extreme sport consumers are not likely to be commercialized as they choose an alternative lifestyle. ‘NoIdea’ brand will not be advertised on television, as this certain type of promotion associates to commercialization. Instead of that, brand will be advertised online and by inventing various competitions related with sustainability issues. appendix 3
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COMPETITORS The main competitors for ‘NoIdea’ are: The North Face Quiksilver Etnies Element Burton
( brand possitiong map can be accessed in appendix 4)
The strongest competitor of ‘NoIdea’ brand is The North Face within outdoor apparel market. It targets the same and slightly wider audience, has a good brand reputation and strong brand identity. In terms of sustainability, The North Face is one of the leading brands within extreme sports apparel market, but at the same time the most expensive. ‘Noidea’ brand is aiming to become even more sustainable than The North Face, but more valuable in terms of product price.
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This is ‘SWOT’ analysis of ‘The North Face’
appendix 3
The brand ‘Noidea’ will give an attention to ‘The north face’ brand weaknesses and threats in order to complete market gaps and make the brand stronger that its competitor by providing better employee management, adopting and communicating newer technologies and providing better value of product prices.
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promotion Where are we now?
Brand new - company, unknown to the target market with non-existing product
Where do we want to be?
High-street sports and casual clothing brand with TBC 0.03% outdoor apparel market share within one year.
How do we get there?
Introducing a market using various promotion tools Delivering a value proposition to consumer Driving sales through reducing prices in sales promotions in store, in magazines and online ‘NoIdea’ brand is going to be launched online and offline at the same day. The place chosen is Oxford Street in London to attract people from all over the world. The first product that brand will produce is eco-friendly T-Shirt made by using T4T (textiles for textiles) recycling technology. After the launch, brand is planning to expand its product variety to boarding sports equipment, accessories and outdoor apparel. To promote the brand, different promotion tools and media channels will be adopted:
advertising
direct marketing
public relations
retail environment
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advertising Magazines:
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s this is a niche brand, it will not use mass media channel, but will be released in selected publications that target the following activities: Snowboarding, surfing, windsurfing and kite-surfing. Unfortunately, most of the boarding sports magazines audience is under age 25, and only around 30% of readers are over 30 year old, brand will not be using magazines as the main advertising tool, but will use this tool to increase online sales and to attract experienced consumer. The following magazines are being released once a month. ‘SURF EUROPE’ The reader of ‘Surf Europe’ ( READERSHIP 63,000 + 25,000 digital users each month ) The reader of ‘Surf Europe’ (• Keep up with the latest technology • 83% have access to the internet • 69% buy clothes and surf equipment online) ‘ONBOARD’ MAGAZINE (READERSHIP 90,000 + 70,000 digital users each month) • Keep up with the latest technology; 96% have access to the internet 80% buy clothes and snowboard equipment online Brand will advertise its products on the mentioned magazines in printed press and online websites. In order to attract wider audience and not only professionals in boarding sports but also beginners and active lifestyle consumer, brand will be advertised in GQ magazine that includes strong journalism, news, reviews, fashion and luxury goods and has a circulation of 127,505
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he first advert which will be used in the magazines to introduce the newly developed brand is going to be indirect advertising tool. It represents brand’s personality, not telling a lot to the consumer, but provoking them to find out more about the brand, visit a website or go into store when the brand is launched. The same advert will be repeated in store, on billboards and on a website. If the job goes successful, it might gain the company free press coverage.
‘In our media-filled world, you need to be quick and direct to grab people’s attention. Use powerful words, or a picture that will catch the reader’s eye and make them stop and read what you have to say next.’ http://www.mindtools. com/pages/article/AIDA.htm
The image that brand is using for its first advert, during pre-launch stage will attract people attention, because the photography used is unusual. People are used to think that surfers are only young and attractive, that’s why brand is breaking the rules by putting an old man with a surfboard on the advert. In order to lead consumer attraction to the advert to interest, brand is using a written sentence on the advert. Now when consumer is interested it might lead him to the desire. By words ‘WE HAVE A LOT’, brand is telling that it has something what consumer does not have or does not know, ant that should lead the consumer to the action. The action stage is when consumer 5 decides to visit the website of brand, which address is giving at the bottom of an advert. APPENDIX 6
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Measuring advertising effectiveness
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o measure advertising effectiveness, OTS (opportunity to see) method will be adopted. Average OTS gives a figure to indicate how many people from the target audience had an opportunity to see, hear or read an advertisement. OTS figures will be created using surveys, face-to-face interviews and through self-reporting, using diaries kept by members of the target audience.
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OUTDOOR AMBIENT The brand will be using billboards to aware the consumers about newly developed brand. Billboards will be presented in the UK capital cities high streets. This particular for of advertising will attract experienced sports consumers, beginners, and those that have never tried extreme sports but might be tempted to try. The internet address will be given on the advert, which leads the consumer to check online and find more about the brand. INTERNET PLATFORMS The internet website of the brand will be released during the pre-launch period. Online shop will be opened only the same day when the store opens. Before that, consumers will be able to find out more about the brand identity, what it stands for. Additionally, consumer will be able to subscribe for the newsletter by giving an email and printed catalogue will be send directly to the consumer if asked.
WEB PAGE my account
ONLINE STORE
COLLECTIONS
BLOG
NEWS
order tracking
wishlist
choose region
UNITED KINGDOM
search
blog s/s 2013 get inspired & inspire
men women features
blog
EMAIL UPDATES
STORE LOCATOR
HELP
email adress
UK
AUSTRALIA
Terms&Conditions
Order a catalogue
EUROPE
USA
Copyrigt
Contact us
Cookies
Careers Help / FAQ
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PUBLIC RELATIONS Public relations will be used to influence consumer opinion about the brand’s image. The following activities of PR will be used :
PRESS RELEASES
SPONSORSHIP
EVENTS MANAGEMENT
POP UP STORES
SOCIAL MEDIA
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• P r e s s r e l e a s e s : will be used to alert the media to brand, new collections and events • S p o n s o r s h i p a n d c e l e b r i t y m a n a g e m e n t : one of the most important promotion tool for the brand, which will build brand’s name awareness Sponsoring sports events will be one of the most important role for the brand. Sports sponsorship will make it possible to link the aspiration and passion of a target audience to specific sports. For this particular PR activity, brand PR company will be collaborating with hired ‘ExPix’ (extreme sports public relations company) in order to choose the right event to sponsor and build brand awareness. Celebrity management Brand’s future plans are to start sponsoring the athletes of following sports : Snowboarding, Kite-surfing, surfing and windsurfing. Celebrities will be paid to wear ‘NoIdea’ products in public, will be invited to the special events and as well sponsored by ‘NoIdea’ brand. This particular form of PR will increase brand awareness, build an assurance of products and will attract more target audience as celebrity will reflect the target consumer.
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• Events management: will be used to attract public and journalists This form of PR brand will use to launch the company and for the later activities. The first event that ‘NoIdea’ will invent is a surfing, windsurfing and kite-surfing contest that takes a place in England, inviting experienced boarding sports enthusiasts of age 30-50 from all over the world. The aim of event is to build brand awareness and to attract the target audience and most importantly to launch the Brand. To organize the event, ‘NoIdea’ PR company will be collaborating with a hired ‘ExPix’ PR company. Special guests will be invited: Glenn Hall from Ireland, Nr. 43 surfer in the world, age 32 Daida Ruano Moreno from Spain, Nr. 1 windsurfer in the world, age 35 Juraj Vrzgula from Slovak Republic Nr. 42 wake-boarding make athlete age 38 Paul Evans – SurfBoard Magazine Editor Tom Higson – Online Editor of SurfBoard Tom Copsey – Online Editor of OnBoard Danny Burrows – OnBoard Magazine Editor Simon Mood – the Chairman of British kite-surfing Association Pete Shaw – Vice-Chairman of British Kite-surfing Association
The second step will be to open the store. Event will be organized by ‘NoIdea’ PR team and ‘ExPix’ PR company. This event will be open to the public, journalists and celebrities. First 50 visitors will get 50 % discount for the T-Shirt.
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Pop- up stor es
Will be used for a short-term lease like at exclusive events, such as extreme sports contests, in order to attract more consumers and gain press coverage
• S o c i a l m e d i a : Facebook, Vimeo, Twitter and brand blog This PR activity will be the most important to the brand in terms of communicating with consumer. Fans will be able to ‘Like’ the brand on Facebook, get in touch with the latest new, express their opinion about the products and share the pictures of products with friends.
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Vimeo: less commercial social media that YouTube will be adopted to aware the consumer that ‘NoIdea’ brand is not only a commercial outdoor apparel company, but also has an aim to make the word better. This brand PR company will release a competition called ‘ Get Inspire & Inspire’ where people will be able to share their inspiring videos, how they connect their extreme lifestyle with sustainability. Videos will be accessed from ‘NoIdea’ webpage via Vimeo. Fans will vote for the videos they like, and the creator of the best voted video will get 1000£ worth prize to buy from ‘NoIdea’ store and 1 year subscription for chosen magazine (‘Surf Europe’, ‘OnBoard’, ‘GQ’)
The example of video https://vimeo.com/65100156
Brand Blog: brand PR team will release a blog, which will be accessed from the company’s website. Blog will include editorial and advertorial contents, talk about events and what is happening in boarding sports life worldwide. Readers will be able to re-blog the posts to other social networks as twitter, facebook or TUMBLR
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DIRECT MARKETING
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he direct marketing will be used in order to communicate with consumers and other businesses and to build consumer database. When consumer orders a catalogue offline or online, they will be automatically added to the brand’s database. Direct marketing will be used to promote the sales as well. If consumer subscribes for a newsletter, weekly news will be send to their emails as well as sales promotion, special event alerts. Company will use e-mail to communicate with other businesses. For example, buyers will be e-mailed in order to inform them about upcoming trade shows where brand will be participating.
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PERSONAL SELLING
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he brand will be building individual customer relations by ringing them personally when new stock arrives that would suit them. This will be done only if customer applies for it online or offline. The company’s aim is to have the sales personnel that reflect the target consumer. Most of the employees will be of age 30 to 50 and participating in at least one of the boarding sports. This is really important to the brand as it wants to provide the best customer service, so employees must be able to give a professional advice to the customer. Staff trainings in product knowledge will be provided as well as selling skills trainings. Considering that brand is an independent retailer it wants to keep very service-orientated.
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THE RETAIL ENVIRONMENT
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he retail environment is a very important promotional tool to the brand. Imagery, display, atmosphere, layout and attractiveness has to communicate together in order to build stronger brand identity. The brand wants to create the atmosphere where customer would feel relaxed. Materials that will be used to create an interior in store is mostly wood and metal. Most of the furniture will be made of recycled materials. Customers will have a lounge space in the middle of the store where they can sit down and relax, read a magazine, ask for a coffee or tea and chat with the staff or other customers. Company wants to create the image that ‘NoIdea’ brand is not only about commercial and selling, but also about the lifestyle and wants to gather more interest sharers to share experiences together and tell the word more about the boarding sports. Window displays will be used to promote new collections, sales and any other special events. Usually no more than two mannequins will be used and prices of products will not be presented in window displays in order to make the customer come in store before making a decision of purchasing. The key element of store layout is simplicity. The brand wants to keep store not over-crowded by products, so usually there will be for only one example of any product in all the sizes and as soon as any product is bought, it will be replaced with the new one of the same size.
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D I G I TA L E R A
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he brand will represent a new activity in store. Small QR codes can be found on every product swing ticket, which can be scanned by using any smartphone that has an integrated QR codes scanner. Customer will be directed to ‘NoIdea’ website where they can find out if the product is available in any specific size or any other color, and read a short story how the product was developed by using recycled materials. Customer can order it directly from the smartphone or ask staff to do that for them and collect the product in store or ask for it to be delivered. The same information about the products will be available at on-line store.
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sales promotion SALES PROMOTION
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ales promotion will be used to increase demand and boost sales of specific products. The first sale promotion that will be introduces is a special offer - ‘buy 1 get 1 free’. This promotion will be adopted after 1 month of brand launch and will offer customer to buy any 2 T-Shirts and get one for free. This promotional strategy will last for 2 weeks and will encourage the customer to visit the store or website and ultimately make a purchase. The same type of offers might be repeated in future. Other promotional activities that will be used: Price reductions (will be used before new stock arrives and not too often, in order to keep the product value) Gifts with purchase ( will be used mostly in pop-up stores during the special events) Coupons or vouchers ( can be found in magazines where brand is advertised ) Competitions (Ex: ‘Inspire & Get inspired’ competition)
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LIMITED EDITIONS
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ather than discounting, brand will use limited editions as sales promotional tool. Too many discounts can sometimes confuse the customer and encourage thinking that products are useless if they were discounted. Instead of over-using discounts, brand will release limited edition collections twice a year. These editions might be a collaborative work between the brand and famous designer, or just limited clothing products made of special materials with premium prices and unique design.
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brand future
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he future brand plan is to create an application which can be downloaded on smartphones and tablet devices. App will include online shop and everything else that can be accessed on website of the brand. In the period of two years brand is going to start the collaboration with famous designers to launch unique collections utilizing the possibility to generate new ideas and develop products designed to appeal the target consumer. One year after brand launch, brand is planning to open the first 5 shops in Spain, Italy, Portugal, Germany and France, as the boarding sports are more popular in these counties than other Europe countries.
In the period of 2 years, ‘NoIdea’ is going to launch one store in Australia ‘Gold Coast’ called area which is one of 10 most popular areas by surfers and will launch one store in North America – California. The second objective of the company is to become 20% TBC of boarding sports market and 1% TBC of outdoor apparel market share in the period of 4 years and get independent from hired PR companies by creating a strong independent ‘NoIdea’ PR team. In the period of 5 years, company is planning to launch a daughter brand that would appeal to the younger generations.
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CONCLUSION
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o conclude, the brand will be developed by adopting promotional tools such as: advertising, public relations, direct marketing and creating sustainable and friendly retail environment. These promotional tools will introduce the brand to the target audience by increasing brand awareness during pre-launch, launch and post-launch stages. To build a strong brand identity, brand will be differentiated from its leading consumers but completing the gaps in the market, building visual and emotional brand image though the different media channels.
APPENDIX
APPENDIX 1
The brand onion covers three areas; physical attributes customer benefits and intrinsic values. These are marked either positively or negatively. The qualitative profile enables us to understand not just the mind of the customer but the heart i.e. the feelings and emotions of a customer.
APPENDIX 2
APPENDIX 3
APPENDIX 4
PRICE
SUSTAINABILITY
BRAND POSITIONING MAP The market map illustrates the range of “positions” that a product can take in a market based on two dimensions that are important to customers. One way is to identify where there are “gaps in the market” – where there are customer needs that are not being met. APPENDIX 5 SWOT analysis (alternatively SWOT Matrix) is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. http://en.wikipedia.org/wiki/File:SWOT_en.svg
APPENDIX 6 AIDA MODEL AIDA is an acronym used in marketing and advertising that describes a common list of events that may occur when a consumer engages with an advertisement. The base of brand promotion also. Using a system like this gives one a general understanding of how to target a market effectively. Moving from step to step, one loses some percent of prospects. AIDA is a historical model, rather than representing current thinking in the methods of advertising effectiveness. http://en.wikipedia.org/wiki/AIDA_(marketing)
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MarketingJournalism. (2010). A Branding Lesson from The Fashion Industry. [Online Video]. 01 May. Available from: http://www.youtube.com/watch?v=yy-xh9OT5hI. [Accessed: 01 May 2013]. Rob Machado. (2013). Through The Lens. [Online Video]. 01 May. Available from: http://vimeo.com/65100156. [Accessed: 02 May 2013].