Appendix and references for CYCLOAN project by Emily Kemp

Appendices, references and bibliography

Emily Kemp N0684707

FMBR30001: Strategic & Creative Solutions This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University's regulations on assessment contained in its handbook.

Printed name: .............................................. Signed: .............................................. Dated: ..............................................

CONTENTS CONTENTS

1 1 2 4 6 10 14 20 26 27

Appendix 1 Appendix 2 Appendix 3 Appendix 4 Appendix 5 Appendix 6 Appendix 7 Appendix 8 Appendix 9

CONCEPT DEVELOPMENT The marketing research mix Initial methodology Online survey questions Online survey responses Focus group 1 Focus group 2 Focus group 3 Initial design consumer feedback Email responses with designers

39 40 42 43

Appendix 10 Appendix 11 Appendix 12

Appendix 13

THE MARKET UK festival market UK population Music event and festival attendances by 18-30-year-olds STEEPLED model

Appendix 14 Appendix 15 Appendix 16

BUSINESS MODELS Ansoffâ&#x20AC;&#x2122;s matrix AIDA Model The promotional mix

47 48 49 50 53 54 56 59 60

Appendix 17 Appendix 18 Appendix 19 Appendix 20

PRICING QUOTES Laundering costs Postage costs Packing costs App development and maintenence costs

62 63 64 65 66 68 70

Appendix 21 Appendix 22 Appendix 23 Appendix 24 Appendix 25 Appendix 26 Appendix 27

73 74 75

FEASIBILITY Appendix 28 Profit per garment Appendix 29 ROI on communication tactics

Rent Staff costs Business insurance Instagram ads overview Google Adwords costs Flyers costs Promotional stands

77 78 79 80 81

Appendix 30 Appendix 31 Appendix 32 Appendix 33

Appendix 34 Stock flow forecast

Appendix 35 Consent forms

92 102 105

FINANCE BREAKDOWN Cost of goods sold Overhead costs breakdown Marketing costs breakdown Tax costs

List of illustrations References Bibliography

CONCEPT DEVELOPMENT

Appendix 1 The marketing research mix (MR mix)

Purpose

Research aims and objectives To recognise how to maximise sustainable consumption of clothing among people aged 18-36. To understand the unsustainable issues associated with fashion consumption. • To understand consumer’s (18-36) purchase behaviour when buying for nights out, events and festivals and recognise what they look for most. • To investigate the viability of the proposal and resolve logistic related issues. To gauge potential customers reaction to the concept an rectify any unclear or unfavoured aspects. • To understand designers wants and needs from a rental platform. • To investigate the financials associated with the concept and confirm if the brand would be profitable.

Population

Consumers Brands • 18-36-year-olds • Niche brands and designers who provide • Initial research will examine both males and garments specifically targeted, or deemed females to gain insight and narrow the target suitable, as festival attire. consumer profile. • Their wants and needs will be discovereed as • Students will be targeted as consumers who well as gaining insight into the market. likely go out a lot whether this be to clubs, events or festivals (probable users of the brand). • Their habits, opinions and knowledge will be examined.

Procedure

Qualitative Quantitative • To gather rich information from real • To gather statistical data which can be easily consumers to obtain a deeper unserdtanding analysed to identify trends or correlations into their opinions, views and behaviours to among findings. better address them in a business proposal.

Publication

Online • Online primary research will allow reach to a wider audience and encourage a greater quantity of participants. • Allows access to participants unavailable to connect with on a face-to-face basis.

Offline • Offline primary research will allow better engagement with particicipents and allow for a more fluid conversation.

Secondary • To examine existing research into purchase behaviour. • To understand competitors already in the market.

Primary • To gather information highly relevent to the research aims and is highly up to date, meaning brand development will be based on data suited to the current external environement in the modern world.

Research findings will appear in a written, visual report along with an excecutive summary and presentation taking place. Findings must be presented as so the reader may understand them and follow lines of justification.

Appendix 2

Initial methodology

Appendix 3 Online survey questions Date posted: 03/03/2019 Platforms posted on: Facebook Instagram Twitter LinkedIn

1 2

13 8

Appendix 4 Online survey responses

Responses 121 Completion rate 100%

Appendix 5 Focus group 1 Date conducted: Participants:

05/03/2019 3 females, aged 21, 21 and 22

Interviewer:

Do you consider yourself wasteful with clothing?

Particpant 1:

Yeah.

Participant 2:

If I’m being honest, I think yeah.

Participant 3:

Yup.

Interviewer:

In what ways?

Participant 2:

Like...I’ll buy something an I won’t wear it as much as I should.

Group:

(Agreeing mumbles)

Participant 2:

Or I’ll buy something that I think is cool..or it’s bold...but I know I’m not a bold, out there person. But I think I’ll wear it... then I end up not wearing it.

Participant 1:

Or even like some times... I have loads of clothes that know I don’t wear but it just stays in my wardrobe. And that’s quite wasteful. Or it’s annoying sometimes like I have something that I don’t want to just give to charity because it’s worth something but it’s not selling so in a sense I think it’s wasteful me keeping it because it could be being used by someone else.

Participant 3:

I just buy loads of clothes for like events and festivals and I’ll only wear it once but then I won’t want to get rid of it because I love it so much... but then I don’t want to wear it again...

Interviewer:

Do you care about outfit repeating when you go out?

Participant 3:

Yeah.

Participant 1:

No.

Participant 3:

It depends where I go, not nights out.

Participant 2:

If I go on multiple nights out in a week, then I do, I wouldn’t relly want to wear the same thing... but I think in general I don’t really.

Participant 3:

Not...not nights out I wouldn’t care. To be honest I’m not but sub-consciously I am...like I’ll look at something and think oh no I wore that 3 months ago I can’t wear that in my head but then obviously I won’t think oh I’m not wearing that because I’ve worn it before... it’s just like I want to wear something new.

Participant 1:

It depends what it is like for uni I realy don’t care, I’ll wear the same pair of leggings 6 times in a row, I really don’t care.

Group:

Oh yeah. (agreeing)

Participant 1:

On a night I guess... if it’s the same actual out-fit the noo I’ll change it up a bit.

Interviewer:

If money wasn’t an issue, would you have a new outfit every time you went out?

Participant 1:

Yes.

Participant 3:

Yeah.

Participant 2:

I want to say yes but then for the environment and being sustainable I wouldn’t want to.

Participant 3:

If I really liked an outfit though I’d probably wear it couple of times.

Participant 2:

Yeah I do that.

Participant 1:

Yeah.

Participant 2:

What I do is I find like if I buy something new I literally live in it and think... what did I do before I bought this outfit?

Group:

(agreeing mumbles)

Participant 3:

It’s like music. Listen to the same song over and over and over again.

Interviewer:

Roughly how much do your going-out outfits, like for a night out, how much do those outfits cost?

Participant 1:

In total?

Interviewer:

Yeah.

Participant 3:

It depends, like for a club night I could spend like a tenner from like PrettyLittleThing.

Participant 1:

Yeah festivals are different ‘cos you want to go like full out.

Participant 2:

Well if you’re wearing like jeans and a top... jeans are like £40/£30...I don’t know how much jeans are. And then a tops like maybe a tenner.

Participant 3:

Yeah.

Participant 1:

Yeah if it’s like a top and a skirt or a body and a skirt then I’d say it’s less expensive but if it’s trousers and a top I’d say it’s a bit more expensive. And like proper occasion wear is more expensive.

Participant 2:

I feel like a festival is very expensive. Even if it’s like a tiny little sequin bra I fell like it’s... just too expensive.

Participant 3:

I’ve spent £60 on like a set. On like a hand made, Chinese, blue one... and I’ve only worn it once.

Group:

(laughter)

Participant 3:

I’m gonna sell it though when like the season comes....but then I don’t wanna ‘cos I love it. (laughing)

Interviewer:

When ordering something, if the options available do you everr collect it from like your local post office or the Amazon lockers to make it cheaper or do you prefer to pay a bit more to have it delivered to you?

Participant 3:

I’ve never done that to be fair.

Participant 1:

I do it. I live near to an Asda in Nottingham so if I order something from Missguided or whatever I always get it sent to there ‘cos it’s like £2 cheaper than getting it sent to my house.

Participant 3:

Oh wow.

Participant 2:

I’ve never done that ‘cos I’ve never really bothered to look.

Interviewer:

So if it was available would you do that do you think?

Participant 3:

Yeah I think... cos that’s the first I’ve really heard of it, I didn’t even realise it was cheaper but because it is then yeah definitely.

Participant 1:

It comes quite quick as well and I don’t mind walking, I love walking, so it doesn’t phase me at all.

Interviewer:

Has anyone ever rented any clothing?

Group:

Nah.

Participant 1:

I’ve thought about it but I didn’t know where to look.

Interviewer:

So what was that for?

Participant 1:

Erm, I think it was for my birthday. I was thinking oh I need a dress, I know I’m not gonna wear it again so can I rent one? Like a really nice dress, but I just couldn’t be bothered to look.

Participant 3:

I don’t think I’ve rented just because... I live on the Isle of Man and the the Isle of Man doesn’t really have anything like that and a lot of companies don’t even deliver to the Isle of Man so... I’ve never really... I mean I’d be interested in it, but I never have.

Interviewer:

Have you ever bough clothing second hand?

Group:

Yeah.

Interviewer:

Off of where?

Participant 3:

Off of Depop.

Participant 1:

eBay, Depop, vintage chairty shops.

Participant 3:

eBay.

Participant 2:

Charity shops.

Interviewer:

So when you;ve done that, have you really thought much about where it’s come from or do you not really care?

Participant 1

I really don’t care.

Participant 3

Yeah, really don’t care.

Participant 2

There’s a thought that runs through my head like ohh I wonder who’s worn this or I wonder where it’s come from but if I like the item and like looking at it and it doesn’t look too shabby then I don’t really care.

Participant 3:

Not too shabby (laughing)

Group:

(laughter)

Interviewer:

(Explains business idea) Would you be interested in this?

Participant 3:

Yes I would very much.

Participant 2:

I think I definitely would be especially for festivals because I only go to them once or twice a year if that... even once every other year so to buy for it... I want to look really cool for it but I don’t want to spend too much on it.

Interviewer:

If you were to use a platform like that, how far in advance would you be looking to book an item or would it be a last minute thing?

Participant 1:

Are these new pieces or?

Interviewer:

So, it’s something a designers made and they’re constantly renting them out.

Participant 1:

Oh okay.

Group:

(pause in thought)

Participant 2:

If it was... I don’t know, it depends how organised you are as a person. For example, I have like a Drake concert coming up in a month and I’m trying to think what I’m going to wear now because I want to know I’ll look nice for that. So... I guess for like bg events you do try and plan your outfits... and like festivals where you might camp for a few days, you do plan that in advance, you can’t really leave that too last minute. Whereas for like uni nights out or occassions... like maybe the odd birthday party it might be more last minute.

Group:

(agreeing mumbles)

Interviewer:

There was an idea for festivals to have a stand within the festival to allow pueces to be rented on a daily bases. So you woudn;t have to carry clothing there, you’d have pre-booked pieces so you know they’ll be there and then washed on a daily basis so someone new can wear them.

Participant 2:

And what happens with like trust factor? What happens if you’ve booked it for say the 5th of March... what happens if the person before is disorganised and has forgotten to return it...then your outfit is...

Participant 3:

Yeah I was thinking that.

Participant 2:

But a way you could get around that is putting penalties or fines on people who do that because that would incentivise people to be like oh sh*t I don’t want to pay £50 or ed up keeping the item for its actual worth.

Interviewer:

Would that not put you off like if you missed it once?

Participant 2:

I don’t think so.

Participant 3:

I think the people that actually need this who do waste a lot of money on outfts and just keep stuff in their wardrobe an just want new stuff... would make an effort... do you know what I mean?

Participant 2:

I guess it’s like returns, if you don’t want something and you know you’ve got 21 days to return something you make sure you do it by then.

Participant 1:

Yeah.

Participant 2:

Otherwise you have to keep it. So, maybe you could do something similar like if you rent something out and you miss a deadline then maybe you get 3 strikes... I don;t know... or you have to pay the whole thing. But I think there would have to be something like that.

Interviewer:

Yeah I’d just be worried putting in like a negative thing, I’d prefer more positives rather than consequences.

Participant 1:

Yeah.

Participant 2:

Maybe you could have rewards like a loyalty scheme. Like if you rent 10 items you get 2 free drinks at this place. Or like have little incentives... like in the small print or something...don’t heavily advertise it but make customers aware that if you do miss it you’re going to have to pay for it.

Interviewer:

Yeah. I was thinking... if someone already has an item, it would still appear on the app like we have this but it’s not available at the minute, so you can book it for this day but have a back up option... so if it’s not sent back we’ll send your second choice thing instead.

Group:

Yeah (agreeing noises)

Participant 1:

Yeah that’s a good idea.

Participant 3:

Kind of like Asda when they replace your food.

Participant 1:

You sometimes get better options as well... that could be an incentive like if you don’t get your first choice it could be something better.

Interviewer:

If something usually cost £100 to buy, how much woud you expect it to cost to rent fpr a night out?

Participant 1:

Just trying to think of something that costs £100.

Participant 3:

Well if it’s just for a night out maybe like £20.

Participant 1:

£20.

Participant 2:

Yeah, I’d say £20. You can make that back in like 4/5 customers.

Participant 1:

And if you repair something so it’s good as new.

Participant 3:

Yeah.

Interviewer:

Would you be comfortable going into someones home if you wanted to try something on before purchasing it?

Participant 3:

I don’t know because like Gumtree is like that you know... you meet up with them and give them stuff, I though you could deliver it but no you have to meet them.

Participant 1:

I wouldn’t, I find that... weird, I just don’t really trust people.

Participant 3:

If it was a guy I would. (laughing)

Participant 2:

You’d have to have some sort of like profile on eavh person... maube like a rating thing. So you know that that person s trustworthy. Or you could say like this person has hosted or like fitted this many people... kind of like Couchsurfing like (this friend) has. For example, Participant 3 has accomodated 180 people. So then you feel a lot safer, 180 people have stayed with her that means she’s good.

Participant 3:

I met someone off Gumtree, this African lady to sell my coat to and then she didn’t want it so I met with her for no reason. (laughing)

Participant 2:

It would be a bit like Airbnb I guess.

Participant 3:

Depop offer it. Depop suggest like do you want to meet this person.

Participant 1:

Oh yeah like do you want to meet up or ship it.

Participant 3:

It’s not like it’s not been heard of.

Interviewer:

So I was thinking when the business is starting up, before I have any office space, I can send customers to designers homes for try-ons but then when I have an office I can put in a changing room so customers can come there instead.

Participant 3:

It would be like a community place.

Participant 2:

Yeah you could make that like your year 2 or 3 plan.

Interviewer:

How would you want to pay? Would you want a set fee for a set number of days or would you want to keep items for as long as you want and be charged a bit more for every day you keep it?

Participant 3:

I don’t like being charged on days I’d probably prefer to pay like...

Interviewer:

A set fee?

Participant 3:

Yeah.

Interviewer:

Are you the same?

Participant 2:

If you have like a set fee... I think it would be good for people who know they only want it for this amount of time... but what happens if you keep something and you actually end up keeping it for longer then maybe there has to be a day like you have to send it back and charging more like afterwards.

Participant 3:

Yeah definitely.

Participant 2:

But like try to get people to either return it or...

Participant 3:

Like Klarna... you get charged after a month. It’s do-able.

Interviewer:

Yeah I was going to put in as well that if you just don’t return it you can keep the item and would just be charged the whole price.

Participant 3:

Can you buy the item... can you click buy?

Interviewer:

Yeah so if you decide you like it then you can keep it.

Participant 3:

Okay, yeah.

Participant 2:

And would your customers know like how many times it’s been rented before?

Interviewer:

Erm... I was going to.

Participant 2:

Just as long as the items look fresh.

Interviewer:

Yeah, I’m not sure they need to know.

Participant 3:

Say if I’m on the app and I want to get something for a festival... do I just click I want to get this and then rent it for a week and then return it.

Interviewer:

Yeah. Or you can book the days you actually want it in advance.

Participant 3:

And then if I’m listing something that I want to rent then I can do that? Like Depop?

Interviewer:

Kind of yeah.

Participant 3:

Yeah.

Participant 2:

I guess as long as you keeo the pictures updated and maybe state when the items are new maybe not how many times something’s been worn. ‘Cos you know like on eBay it’ll state brand new or just won’t say anything.

Participant 3:

Or you can ask people.

Interviewer:

Yeah I’ll need like a ‘contact the designer’ section.

Group:

Yeah.

Appendix 6 Focus group 2 Date conducted: Participants:

20/03/2019 4 females, aged 20, 20, 21 and 21

Interviewer:

On nights out, at event or festivals, do you care about outfit repeating?

Participant 1:

No I don’t.

Participant 2:

Nights out I couldn’t care less but events I something do. But I think that’s because... if you go with people who really care then it makes you care.

Group:

Yeah.

Participant 3:

I think because you don’t go to events as much like... it’s forgotten about . Like festials you go once a year...

Particpant 2:

Yeah that’s true.

Particpant 3:

...so it doesn’t really matter.

Particpant 2:

But if I wear something bright to an event then I don’t want to wear the same bright thing again.

Group:

Yeah.

Particpant 3:

Generally I don’t care, but I think that’s because I don’t really buy many clothes as it is.

Particpant 2:

Yeah, I have to use the same things sometimes.

Participant 4:

Yeah, I’m poor.

Group:

(agreeing laughter)

Particpant 1:

Yeah, I’ve been using the same going out stuff since I was literally like 17.

Interviewer:

If money wasn’t an issue would you have a new outfit everytime you went out?

Particpant 3:

Yeah, definitey.

Particpant 2:

Hmm...

Particpant 4:

Yeah definitey.

Particpant 1:

Yeah.

Particpant 2:

I say no...

Particpant 3:

Well I wouldn’t have the effort to find new clothes.

Particpant 1:

Yeah I guess so maybe not every time...

Particpant 2:

Maybe not everytime

Particpant 1:

...but quite often.

Particpant 4:

Not nights out but like events. If it’s a big thing then I would.

Group:

Yeah.

Particpant 2:

Yeah nights out I’d get a few new things but events definitely. For nights out maybe a few new tops every few months kind of thing.

Particpant 3:

Yeah.

Interviewer:

So you care more about festivals and events for new outfits than nights out.

Group:

Yeah definitely.

Particpant 4:

Cos nights out happen more often.

Particpant 2:

And I feel like I can get away with wearing the same and not really chainging anything.

Particpant 4:

I think cos we’ve been going clubbing so long now we lierally couldn’t give a sh*t.

Particpant 1:

Yeah.

Particpant 2:

Whereas when I first started going I had to be all out.

Particpant 3:

Yeah true.

Particpant 4:

I remember getting in such a tiff like OMG what should I wear.

Group:

(laughter)

Interviewer:

Where do you normally buy clothing for events and festivals?

Group:

(Pause)

Particpant 2:

Probably Pretty Little Thing.

Particpant 4:

Pretty Little Thing yeah.

Particpant 2:

Or Asos, sometimes a few gems on there. But yeah, I saw Pretty Little Thing the most.

Particpant 1:

Yeah Pretty Little Thing.

Particpant 2:

Or Missguided.

Particpant 3:

I feel like this year I’m gonna use Depop and eBay though.

Particpant 2:

Yeah.

Particpant 4:

Actually eBay yeah and Depop that’s a shout.

Particpant 2:

If I had the money though I would go to fancy, cool brands but I just think they’re very over-priced.

Particpant 4:

I have actually got a lot from eBay.

Particpant 3:

Yeah eBay.

Particpant 2:

Yeah.

Interviewer:

So what ‘cool’ brands would you wan to buy from?

Particpant 2:

Like shop easy tiger, Elsie & Fred, what’s the other one... there’s a couple of others but I can’t think of them. Like Motel Rocks and stuff they do cool stuff.

Particpant 1:

Yeah I like them.

Interviewer:

Roughly how much do your favourite outfits for events or festivals cost?

Particpant 3:

Literally probably like £10.

Particpant 4:

Yeah literally not that much.

Particpant 3:

I don’t even have like actual outfits.

Particpant 2:

I would say the maximum I have, including like top, bag and trousers is probably like £60. I guess some trousers and like £30, a bodysuit for £15/£20 and then a bag.

Particpant 3:

To be honest I’ve never bought an otfit specifically for an event.

Particpant 2:

Yeah to be fair like that would all come up to that price, but I wouldn’t buy that all in one go.

Particpant 4:

I would say like £10/£20.

Particpant 3:

I genuinely don’t have anything that I’ve bought for an event. Ever.

Particpant 1:

Neither.

Particpant 2:

Festivals I have.

Particpant 1:

Yeah you’ve got stuff for festivals. (refers to participant 3)

Particpant 3:

Yeah I do actually but not for events.

Particpant 2:

Festivals I have cos I feel like you wear something different to what you would at home.

Particpant 4:

Neither really cos I try to just use stuff I have. I’ve never really planned it out in detail like I know some people do. I would with holidays though and festivals.

Particpant 2:

I fell like it’s different because you’re away from home, it’s like a bigger deal.

Particpant 3:

Yeah.

Particpant 4:

An event can be a last minute plan so you wouldn;t be like hmmm I’ve gotta get an otfit but you would for a festival.

Interviewer:

When ordering something, if the option is available do you ever, instead of having it delivered to your home, do you go and collect it from a local post office or the Amazon lockers or would you orefer paying a bit more to have it delivered to your door?

Particpant 1:

If it’s free I go collect it.

Particpant 2:

Yeah if it’s free then I would collect it.

Particpant 3:

Not anything with free delivery to your home though.

Particpant 2:

No.

Particpant 3:

But if you have to pay for delivery then yeah I would.

Group:

Yeah.

Interviewer:

Has anyone ever rented clothing before?

Group:

No.

Interviewer:

Any reason why not?

Particpant 2:

I just don’t think it’s been that accessible really.

Group:

Yeah.

Particpant 1:

I wouldn’t really know how.

Particpant 3:

No I wouldn’t.

Particpant 4:

I feel like it’s all very luxury as well... and aimed at an older market maybe.

Particpant 3:

And I feel like, like eBay for example, you can find stuff that like Depop are selling for £30 really cheap.

Particpant 2:

And I feel like a lot of renting brands, like I saw one of=n Instagram and it was all about designer shoes. And that’s stuff I wouldn’t buy anyway so I wouldn’t rent it.

Group:

Yeah.

Particpant 2:

Like I wouldn’t rent a pay of designer shoes to wear out one day and pretend that I have them.

Group:

Yeah (laughter)

Particpant 4:

That is a bit peak.

Interviewer:

Have you ever bought anything second hand, clothing wise?

Group:

Yeah.

Interviewer:

Do you ever think about wear its coe from or whose worn it before you?

Particpant 1:

I don’t really care to be honest.

Particpant 2:

Not really cos it’s cheaper than bying it new.

Group:

Yeah.

Particpant 3:

Yeah I’m not too bothered.

Interviewer:

So it’s not really an issue.

Group:

No.

Particpant 4:

No definitely not.

Interviewer:

(Explain brand concept)

Interviewer:

Would you be interested in this platform?

Particpant 2:

Yeah I think I actually would.

Group:

Yes.

Particpant 3:

As long as it’s still not too expensive then yeah.

Particpant 2:

Especially for like events where you won’t wear it that often, even if I did buy it.

Particpant 4:

That’s what I’ve seen with people like on Depop with like funky clothes. They’ll be like oh I’ve worn this once to an event, don’t want it anymore, want someone else to get use out of it.

Group:

Yeah.

Particpant 4:

And it probably goes round loads.

Particpant 2:

Yeah it’s like social media influencers. They get sent stuff and immediately it’s on Depop. Or she’ll wear it to like an event then it’s straight on Depop. Literally 2 seconds later.

Particpant 3:

I’d definitely do it for like holidays and festivals.

Particpant 1:

Definitely festivals yeah.

Particpant 3:

And maybe events but I’m not too bothered...unless it was like a really big event then I would.

Particpant 2:

Yeah.

Particpant 3:

So probably not one in Nottingham but say if it was in London then I probably would.

Interviewer:

So if something usually cost £100, how much would you expect it to cost for 3-days rental?

Particpant 3:

I think what I’d expect and what I would ay are two completely different things. Like Ithink I’d probably expect like £20.

Particpant 2:

Yeah £20.

Particpant 1:

Yeah I’d say about that.

Particpant 3:

But I don’t even know if I’d spend that.... if it was like a whole outfit then I think I would but if it’s just like 1 thing then I don’t think I would.

Particpant 2:

Yeah like some tiny little bralet for £20 I probably wouldn’t do it.

Group:

Yeah.

Particpant 3:

Cos if you’re going on holiday for a week and renting 1 top costs £20 it soon adds up.

Particpant 2:

Yeah I think I’d rather buy a cheaper alternatve and cheap it. But then £20 yeah I would.

Particpant 1:

Yeah if that was like a full outfit.

Particpant 4:

Could you rent it for longer if you where going away on holiday?

Interviewer:

Yeah you would be able to.

Interviewer:

If you were going to use a platform like this, how far in advance do you think you’d be looking to book items to rent?

Particpant 1:

I don’t know actually.

Particpant 4:

Maybe like a week.

Particpant 1:

A week yeah.

Particpant 3:

Nah 2 weeks.

Particpant 2:

Particpant 4:

I don’t plan.

Particpant 3:

Holidays you kind of plan stuff.

Particpant 4:

Yeah holiday you plan more bt anything else I don’t really plan.

Interviewer:

Would you rather be charged for a set number of days or be charged for every individual day you keep the garment?

Particpant 2:

That’s really hard.

Particpant 1:

Yeah that’s difficult.

Interviewer:

OR does it not matter?

Particpant 1:

Cos I feel like if its a set time then you know what you’re gonna pay but if it’s day by day it might be a bit more.

Particpant 2:

And you kind of forget... you’d forget that it’s kind of racking up.

Particpant 1:

Yeah.

Particpant 3:

I don’t think it’s that big of a deal.

Particpant 2:

Also I think you’d know how long you’d want it for.

Particpant 4:

Yeah I think I’d wanna know before so have a set price.

Particpant 1:

You could do like 3 days, a week, 2 weeks.

Particpant 2:

But I think everyones gonna know how long they’ll want it for.

Group:

Yeah.

Particpant 4:

Yeah, cos it would be for something big so I know when that’s happening.

Particpant 2:

Yeah so I’d want to know the exact price up front.

Particpant 3:

Yeah.

Interviewer:

So would you all say the 3 days, week, 2 weeks is best?

Group:

Yeah.

Interviewer:

Would you be comfortable going into someone’s home if you wanted to try something on before a purchase?

Group:

No.

Particpant 2:

No I don’t think I would.

Particpant 3:

I’d feel really awkward.

Particpant 4:

I’d think they were spying on me or gonna do something, I’ve watched too many murder documentaries.

Group:

(laughter)

Particpant 1:

I think it would be really awkward cos you don’t know them.

Particpant 3:

Yeah.

Particpant 2:

And then trying it on and like using their mirror.

Particpant 4:

Eugh no, f*ck that.

Interviewer:

Would you be interested in knowing how many times an item had been rented before?

Particpant 2:

I don’t think I’d be that arsed.

Particpant 4:

Nah not really.

Particpant 1:

Yeah I’m not that bothered.

Particpant 3:

As long as it’s not like grim then no.

Particpant 2:

As long as it wasn’t something like a skirt which has pants in it or them kind of things.

Particpant 1:

Or bodysuits.

Particpant 3:

Oh sh*t yeah bodysuits.

Particpant 4:

I would never rent a bodysuit.

Particpant 2:

No I couldn’t do that.

Particpant 3:

I feel like there must be laws on that. You can’t even like try it on.

Particpant 1:

Imagine how sweaty you get like eugh.

Particpant 2:

I feel like personally I would never not wear pant with a bodysuit so it wouldn’t bother me too much but then to think about other people not...eugh yeah no.

Interviewer:

Okay so stuff other than bodysuits.

Group:

No.

Participant 4:

Then no I don’t care.

Participant 1:

Yeah if it’s not a bodysuit then I don’t care.

Particpant 4:

As long as it’s still in alright condition.

Group:

Yeah.

Particpant 4:

But then on Depop you don’t know.

Interviewer:

So it would work similar to Depop so you can rate the seller and get an indication from that,

Particpant 1:

Yeah that’s a good idea.

Particpant 3:

What would happen if you rented something but it didn’t fit? Could you send it back or would you still have to pay?

Interviewer:

That’s why we were considering the options try-on, but that’s undecided yet.

Particpant 3:

I suppose if people cared that much then they would.

Particpant 2:

I guess it is like Depop like you buy it and you don’t know what it’s gonna be like when it comes.

Particpant 3:

If your renting it though like you can’t then go on to sell it.

Particpant 2:

Yeah that’s true.

Interviwer:

So I think in the second year there will be an actual physical space so customers could come in and try stuff on there.

Particpant 1:

Yeah that’s a good idea.

Particpant 3:

Yeah I guess people would do that if they really wanted to.

Particpant 4:

I mean renting obviously works at the moment and they don’t have trying on.

Particpant 1:

Yeah how do the luxury people do it?

Interviwer:

So some brand do it, you order 3 products, say you only wore one and will only be charged for the one piece.

Particpant 1:

Yeah you wouldn’t know though would you.

Particpant 3:

That’s risky. (Show branding designs)

Particpant 1:

That’s so sick.

Particpant 2:

I love pink and yellow.

Particpant 3:

Ooh that’s cool.

Particpant 1:

I like the first one.

Particpant 3:

Why don’t you use 2 of them and keep changing them around.

Particpant 4:

That would be cool to be fair.

Particpant 3:

cos like the first 2 go together and the second 2 do.

Group:

Yeah.

Particpant 2:

Like you could have them similar sections.

Particpant 4:

Who are you targeting is it just females?

Interviwer:

Mostly yeah.

Particpant 4:

Yeah then maybe don’t go too pink if you do want to target males too.

Group:

Yeah.

Interviwer:

And opinions of the name (shows logo).

Particpant 1:

I think it’s clever.

Particpant 2:

Yeah I think it’s a clever play on the words.

Particpant 3:

Yeah. I think there could just be a negative association with ‘cyclone’.

Particpant 4:

Yeah.

Particpant 2:

But to be fair the first thing I thought of when reading it was the fact that it’s clever because of the play on words of loaning, I din;t think of the cycle thing until you said it, but the loan thing I thought was cool. But then it did make me think of a cyclone after.

Particpant 3:

Other than the connotations that it has from what it sounds like...it’s really good.

Interviewer:

When you see it like that and with everything with the brand, do you still think of those connotations?

Particpant 3:

No not really

Particpant 2:

Nah.

Particpant 3:

It’s only if you say it out loud you think of it.

Appendix 7 Focus group 3 Date conducted: Participants:

21/03/2019 2 females, 4 males, aged 21, 21, 21, 22, 22 and 22

Interviewer:

On nights out, at events or festival do you care about outfit repeating?

Participant 1: ellie

Yeah.

Participant 2: louis

Nah.

Participant 3: Fim

Not really.

Participant 4: max

Nah.

Participant 5: conor Participant 6: Flo

Not really.

int

Okay so why do you. (directing to Participant 1)

Why just because you worry people will notice if you wear something again.

And pictures.

Yeah in pictures definitely.

Like on social media like Instagram like you can’t have the same outfit.

Fair enough.

int

If money wasn’t an issue, would you have a new outfit everytime you went out?

Group:

Yeah, definitely.

int

100%?

Group:

Yeah.

int

Where do you normally buy clothing for events and festivals?

Sometimes I have them.

You look on Asos and things.

Yeah.

Yeah Asos like Size.

I look on Depop as well see if I can find anything.

Yeah cos you wouldn’t wear brand new clothes to a festival, cos the liklihood is that it’s going to get dirty. And then the trend is something retro as well, like you might get some 90s Nike T-shirt which yo can’t get like in a store.

Does depend what kind of festival you’re going to as well. So if you’re going to a day festival, like We Are Festival, you see a lot of people walking around in like ya Kenzo, DSquared and sh*t like that. But if you went to a weekend festival like Reading, Boomtown or Lost Village you see a lot more like wavey shirts and stuff like that. Well that’s from a boys perspectie anyway.

int

So do you base it on the festival and what you expect others to wear?

Group:

Yeah.

And weather.

Group:

Yeah.

Yeah cos you have to think about if it’s muddy or it’s raining.

Kind of.

Yeah then you might bring like older shoes yo wouldn’t buy a new pair.

Group:

Yeah.

int

Roughly how much do your favourite outfits for events and festivals cost, excluding footwear?

The number one outfit for a festival.

Rahhhh.

Mines well cheap.

Like £40.

Yeah mines probably like £60 max.

Taking T-shirt, jacket and shorts?

Probably just T-shirt and shorts though isn’t it. Like you’re not gonna go out on a sunny day with a jacket on are you. My best outfit was probably like a T-shirt and a short sleeved shirt and then shorts on innit. And that;s probably like £100.

Mines Stoney overshirt.

Jheeze.

£180 for that.

Whattttt?

Group:

(laughter)

Bare sunny festivals and mans taking his stoney.

Group:

(laghter)

I probably would you know. Then T-shirts range from like £40 to £70. And then... shorts like £20.

int

So for these kind of events is there anything or from anyone you’ve wanted to purchase from but coudn’t?

Group:

Yeah.

Yeah of course you have a budget. You can’t just go out and buy whatever.

Yeah yeah.

int

So was it only your buget that stopped you?

Yeah I think so.

Group:

Yeah.

And maybe the timing of how quickly it’s gonna get there. Cos I know if I’m like last minue planning and I want to buy something off Depop but I know it’s not gonna get here on time cos it’s not like Pretty Little Thing or what ever. So that’s a factor for me as well.

Also if I had no budget I’d happily just go into any shop and buy sh*t. Like I would do online shopping as well but essentially if I’ve just been given X amount of money to go and buy an outift for a festival, I’d just walk down to like Oxford Street or somewhere where I know there’s a lot of options for me, and buy whatever outfit like evn if I have money left it doesn’t really matter about the delivery and that. For me, it’s more about like... if I had the omeny I’d by what ever. Even if it doesn’t suit like the vibe I’d just get it for me. Like hopefully it’s not raining and it’s not muddy then you have an outfit forever, potentially.

int

Is that more to impress others?

(Pause) Yeah.

Group:

(laughter)

Yeah...yeah but also there is that pride in yourself that you now have this outfit that you paid for. Ultimately, if you have infinite money and you buy an outfit you are doing it to impress someone. Becase in choosing you’ll be selective. So there still is that element of trends in your mind.

int

When there is the optiong available, do you ever collect packages from yyour local post office or like Amazon lockers, instead of having it sent to your home or would you rather pay more for it to be sent directly to you?

Straight to my house.

Group:

Yeah.

int

So even if you had to pay more?

I probably only select like lockers or pic up places if it’s quicker.

Or if I’m not gonna be in.

Yeah. Although I dont, know, if it was free to collect but I had to pay for it to get to my house then I night do it.

Yeah go for the free option everytime as long as it’s not too much of a trek.

int

Has anyone ever rented clothing before?

No.

Fancy dress (laughing)

Yeah actally yeah.

Nah you see these girls just bying bare off like Pretty Little Thing, they’ll wear it once then just send it back. Tat counts as renting!

Group:

(laughter)

Nah, I think as a little kid I rented like a suit for a wedding but that’s it. Cos it was special with like and a flower n the whole ‘shabang’. But like I’ve never thought to rent an outfit off like Depop... I don’t even know if you can rent from them.

No I don’t think you can.

So therefore nah I haven’t.

Nah.

int

So is there any reason why you haven’t?

Just not available.

Yeah.

Cos you can’t.

Group:

(laughter)

int

Has anyone bought clothing second hand?

Group:

Yeah.

int

Where from?

Group:

Depop.

eBay.

Vinatage shops, charity shops.

int

Do you ever think much about where it’s come from like whose worn it before you or do you not really care about that?

You wash it first.

Yeah wash it first and then it’s fine.

Yeah.

int

(explains concept idea)

int

Would you be interested in this platform?

Group:

Yeah.

My only concern would be the number of people that have previously rented that item. Like stuff which is very close to your skin like a vest, although I’m not sure if you’d ever rent a vest. Maybe like jeans, if they’d already had like 18 wears, I don’t know.

int

So would you want the app to tell you how many times an item had been worn?

Yeah.

Yeah cos that would determine how much I’d want to pay for it as well.

Yeah it could be like one offer if it’d been worn by 1-3 people, then 3-10. If more than 10 people have worn it then I’m getting worried.

Group:

Yeah.

I think if I was going to rent it’d probably be like a jacket or like a one-off piece that I knew I wouldn’t be able to afford it but I knew I wouldn’t really wear it much more than... the first time.

Also I’d like to know that the previous owner had looked after it. If there was some sort of variable...

Variable price, depending on how much something had been worn changing like how much you rent it for if it’s in bad condition.

Yeah.

int

(explains concept for designer ratings system)

Yeah I think that’d be good.

int

If you were going to use a platform like this, how far in advance would you be looking to book your pieces?

2 weeks.

A week / 2 weeks.

Yeah I’d say about 2 weeks.

2 weeks sounds good.

But I feel like girls outfit plan.

Group:

Yeah.

Thing is I don’t even think it would be, I think it’d be more than 2 weeks. If you’re thinking about occasions where you want to rent something you’ll be looking like months in advance. I’ll be like I’ve just bought my festival ticket...

Group:

Yeah.

... I got my ticket for Wireless Festival this week, I’m gonna want a sick outfit. The only thing is it’s got to be able to change because trends change so quickly. 2 weeks is almost too short a notice cos if I’m just going out in the town at the weekend for someones birthday, then I wouldn’t really rent an outfit like I’d probaly just use whatever I’ve got and as a boy I’d just wear whatever. But if it was a festival, and you’ve got a plan months iin advance then I would probably wear an otfit which really is quite risky that you can’t afford.. but then again there’s the subject of changing trends... you know it’s March and youre not gonna want it until August.

int

So as males, would you be looking to rent more branded items as opposed to quirky designs?

If I was to rent stuff it would be branded stuff.

Participant 3, 4 and 5:

Yeah.

Also if you’re renting you’re looking to impress cos the wjhole point is it’s something you can’t afford.

Yeah exactly.

It is about impressing others so you would want branded stuff to know that you now have nice clothing if that makes sense.

int

But what is nce to you?

It doesn’t matter but you want others to know so it’s got to be branded. So for me I would go branded over unbranded . I’d assume renting is about getting something that is better than what you’ve already got. No ones going to rent worse and therefore you want to show off .

Yeah.

int

If something usually cost £100 to buy, how much would you expect it to cost to rent for 3 days?

£20. £10 a day or something.

I was gonna say about £50/£60.

int

For 3 days?

That’s what I’d think. If it was a £100 piece then I’d expect £50 / £60.

That’s expensive. That’s like half the price of the item. (inaudible discussion)

It has to be cheap.

The rent price will have to be about 10% of the full price, but that will obviousl change depending on the value of the item. You’re not gonna be able to rent a £4,000 Burburry mac jacket like you can’t rent that for £10 a day.

int

So we’re saying for something that’s worth £1000, how much would you expect?

Ohh, like a tenner. Wait you’re saying £60 what.

Yeah.

Do you have to pay delievery to get your item. I’m asking cos then that’s over £60 for your item, I might as well just wait till the weekend and go buy it then.

Yeah.

All in.

int

Would you feel comfortable going into someones home if you wanted to ty something on before purchasing it?

Group:

No.

If I knew them.

Yeah it’d be mad weird just going into someone’s house.

Yeah like hey can I just borrow your clothes for 3 days. (inaudible discussion)

Just taking mirrior pictures in there house.

Group:

(laughter)

With them just outside the door.

Yeah it looks really good on you!

Like unisex clothing you just get some creepy ass man just tryna get some.

Where does your mind go?? Your mind doesn’t go to a normal place.

Group:

(laughter)

int

So when it comes to payments, would you rather be chared for a set number of days and that be a fixed fee or would yo want to pay by the day?

The days you have it.

Group:

Yeah.

int

So per day?

Group:

Yeah.

Yeah cos like if someone just doesn’t return it then it’ll just keep racking up so it’s a good way of making sure someone will.

As a buyer I probably want to pay per day because then I can just have it one day and return it to make ot as cheap as possibe.

Then you’ve got to guarantee that they’ll send it back after.

Yeah.

There would probably be like a leeway wouldn’t there. Like I posted it in the afternoon, it’s gonna be there within like 2 days kind of thing.

It would be quite cool to have like a a pick up service to pick up clothes after like 2 days from your house.

int

(shows brand desgns)

That’s really cool.

Yeah I like that.

I like the first one.

Group:

Yeah first one.

int

(shows logo)

Cyc-loan

Ohhh like a loan

I prefer the 2 colour ones.

Yeah but I think the yellow one at the bottom is quite hard to read.

Yeah.

I like just the standard black.

Oh I like the dark pink...

The pink one.

Hot pink and black.

That Cycloan pink one or black one.

The 2 colour could get hard to read I think.

The 2 colour fits with the theme thogh doesn’t it.

I’ve got bad eyes I don’t know.

Group:

(laughter)

I know what he’s syaing it would be hard to read in the first colour palette.

Especially if it’s for an advertising board just like driving past or something.

int

So on a close up thing that could be used (points to hot pink and black two-tone logo) but on big advertisements or whtever then one pof those (points to sigle colour options).

Group:

Yeah.

Yeah block colour.

int

And what do you think of the actual name?

I like it.

It’s cool.

Yeah it’s cool.

Group:

Agreeing mumbles.

Appendix 8 Initial design consumer feedback

Appendix 9-A Designer email response 1

Anna Mulhearn Seller on Etsy as ‘Animalhairstuff’ from 2013 and on We Koko and Wild Thing 1655 sales 3.3k Instagram followers 05/03/2019

1 - How many times would you expect to need to rent out your piece to make the same amount as if you had just directly sold your item? I’d probably want to rent it two or three times, my items become scratched quite easily so the fewer times the better, especially the eyewear. 2 - What percentage would you think was fair for the business to take per sale for cleaning and postage costs? Or do you think this should be a set fee per item? For mine all they would need is a wipe with a soft cloth, then postage and packaging is generally a flat rate, maybe different flat rate grades for different types of items? e.g clothes take more cleaning effort than say a necklace. 3 - Would you prefer to pick up items from the business after cleaning if it meant a reduced fee was taken by the business? I would think that posting direct to the customer and back again would probably be better for jewellery, saves postage costs, especially seeing as cleaning isn’t really necessary - maybe then you would just charge a percentage solely for app use and your business never has to handle any items? 4 - Would you be comfortable letting people into your home if they wished to try something on before purchasing it? Not my home but my studio yes. 5 - Is there anything in particular you’d want the brand to offer to help run your shop or promote your pieces? I always find social media promotion useful, links between accounts back and forth. I mainly use Instagram so the occasional tagged posts and things like that I would find useful. 6 – Any other ideas or issues? I think it’s a great idea, but the middle man is maybe a little un-necessary - you could concentrate on making the app great and it would be less work for you to have to deal with cleaning etc but still get a cut from each item rented out. Also, you could offer deposits or insurance in-case the items are damaged. Perhaps brands could pay a premium for insurance that would hopefully not be needed very often and could be profitable to you?

Appendix 9-B Designer email response 2 Madwag Sells via own website and on We Koko 13.4k Instagram followers 11/03/2019

1 - How many times would you expect to need to rent out your piece to make the same amount as if you had just directly sold your item? At MADWAG I have tried to make my range as affordable as possible to my customers. My prices at range from £28.99 (crop tops) to £94.99 (Hooded Reversible Capes) however on average my customer will spend £40 per sale. I would assume that this is slightly cheaper that a lot of niche designers out there. So for me I would expect to cover this in 2-3 rentals. 2 - What percentage would you think was fair for the business to take per sale for usage of the platform? Here’s a guide to some of the platforms I am trading on they take the below percentages: Etsy: 5% (plus processing / listing fees) Amazon: 25% ASOS Marketplace: £20 a month plus 20% commissions Wild Thing: 20% We Koko: 25% As a new concept you would want to make your offer enticing to brands, so I would avoid any monthly fees and focus on commission only. I would put you in the same bracket as Wild Thing and We Koko - two brands that are focussed on niche designers and both businesses are under 5 years old. However both of these initially started out taking 10% which I was happy to sign up to. As their businesses have grown the fees have increased, however I am happy to pay this now as I was able to test it at a cheaper commission initially. 3 - Would you prefer to be responsible for the cleaning and repair processes or have the business do it for a fee? If you’d prefer a fee, how much would you think is acceptable? I wouldn’t want to do this, it sounds time consuming!! I would expect the garments to come back from the customer exactly as they had rented it out and for this cost to lie with them. If a customer was to damage / rip / ruin an item they should be held accountable for this. I wouldn’t be willing to pay any extra fee for this and would expect this to be incorporated into the initial commission that was taken other wise it gets too complicated and time consuming! 4 - Would you have a space you’d be willing to use for people to try items on before buying them? I have a studio space but it is shared with other creatives and we don’t have a dressing room so it would be a bit of an issue if loads of people kept coming in. 5 - Is there anything in particular you’d want the platform to offer to help run your shop or promote your pieces? Photoshoots are always good- at Wild Thing I send them my items and they construct their own photos for the website in their own style / team it with other items from other designers they are selling and thats always good for sales. I would expect to be promoted on your social media accounts / newsletters. I would also expect there to be a deposit scheme in place so that they definitely returned it to me, but I’m sure you’ve thought of that!

Appendix 9-C Designer email response 3 Mamadoux Sells via own website and on Wild Thing 55.9k Instagram followers Part 1

12/03/2019

Hi Emily, Thanks so much for thinking of Mamadoux for your project. I can help you answer some questions, but right off the bat I can tell you that we would not likely participate in this type of platform for practical reasons. Clothing gets extremely damaged and worn-in during festivals and in our experience, we would not want the clothing back nor would we want to rent it out to others. Theoretically, we may be able to create a lower-end line that would be more geared to this type of usage, or we may consider fabrication processes and materials that would enable the pieces to hold up better. You may want to think about a way to factor that into the business plan, not sure if that sparks any ideas of solutions for brands that would have that type of apprehension. On the flip side, rental can be profitable for a business considering the fact that one clothing item is actually “paid for” many times over instead of just once. With the practical problems sorted out, and the proper logistics in place, it may be a very profitable model for some brands. It sounds like a great idea, but from my experience this just wouldn’t work within our current business model. Not to discourage you, I do think you have a great idea going, but Mamadoux clothing in its current state isn’t well suited for it. Thanks again for reaching out and do please let me know if you have any other questions or if you want me to take a quick look at it, and feel free to use any of our product shots and marketing materials if needed. Have a good one! Elliott Beach Creative Director Mamadoux

Part 2

12/03/2019

Emily, I just had another thought and it may be one that you have already considered, it may in fact be part of your business plan but I want to run it by you in case: If the app is run by a third-party service who purchases the clothing items wholesale from clothing brands, and handles all the rentals, shipping, cleaning, etc, then I don’t see why any brand would be apprehensive to participate- as long as you are placing a wholesale order and meeting minimums just the same as a normal retailer would. In this case, I would completely participate considering you would just be placing a wholesale order and we would essentially not care what you did with it afterwords. Does that make sense? To summarize, I think it’s important to consider that the platform has an actual office/facility in which rental items are held after being purchased wholesale from brands, then that office will provide the service of shipping rental pieces out to customers and providing them with a pre-paid envelope to mail it back in, and then cleaning it properly (including disinfecting key areas, like the crotch area in bathing suits/ bodysuits, and the underarms) before sending out to another customer. If you are buying the pieces wholesale, then vendors will be much more likely to be involved, and you would actually be getting a great deal- you can charge customers a rental fee that is at least the wholesale cost, then each successive rental will be almost pure profit. This would be instead of doing a drop-ship type model with vendors, which I just don’t think would work at all considering the labor involved in shipping rentals and cleaning them. This may not even have been what you meant, I didn’t read your business plan, so sorry if I jumped the gun. This seems to me like something that could work quite well, in fact I think it’s actually a great business plan. I just wanted to give you my thoughts on that, hope this helps- and I may be wrong about everything, this is just from my perspective and experience in the industry. Thanks and let me know if you have any questions!

12/03/2019

Part 3 One more thought!

The proposed third-party service that deals with rentals, cleaning, shipping, etc should also have a means of repairing damaged items. I would suggest implementing a small work room or skilled crafts team of seamsters who can perform repairs when needed. This will prolong the life of each rental piece.

Appendix 9-D Designer email response 4

Gaby Costanzi - Studio Manager at Elsie & Fred Sells via own website and on We Koko 95.8k Instagram followers 13/03/2019

1 - How many times would you expect to need to rent out your piece to make the same amount as if you had just directly sold your item? This would really depend on how much they were being rented for. You would have to take into account shipping and return costs as well - if this is paid on top of the rental cost, and the rental cost was say 25% of the retail price, then you’d probably need to rent it out minimum 6 or 7 times. 2 - What percentage would you think was fair for the business to take per sale for usage of the platform? Taking into account the cost of labour and admin, if we, the brand/designer are cleaning the item (which we undoubtedly would be) and fixing it then no more than 20%. 3 - Would you prefer to be responsible for the cleaning and repair processes or have the business do it for a fee? If you’d prefer a fee, how much would you think is acceptable? 5% of full item cost. 4 - Would you have a space you’d be willing to use for people to try items on before buying them? No. 5 - Is there anything in particular you’d want the platform to offer to help run your shop or promote your pieces? Handle the customer service, and basically make it as little labour intensive as possible. 6 - If you have any other ideas or issues with my concept I’d love to hear them! Basically, when selling a concept - or anything really - what people want to know is the feature, followed by how that benefits them. So as a user of this platform all I want to know is, if I’m giving you business I need to have as many benefits to me as possible. And benefits are just sales. Make me money with very little of my effort required, if that makes sense. It would be difficult for a brand like us to consider this type of platform, because alot of our clothes are delicate and very particular when it comes to cleaning, so I think that would be the problem point for us.

Appendix 9-E Designer email response 5

Samantha Bell - Owner and designer of Bohemien Vixen Sells via own website and on We Koko 2.6k Instagram followers 13/03/2019

1 - How many times would you expect to need to rent out your piece to make the same amount as if you had just directly sold your item? That would depend on the price of the item being rented out but for example if an item was £200 I would be expecting it to be rented 6 times to make the money back as if I had directly sold the item. I am basing this on the item being rented for £50 and the rental platform/agent taking 25% commission. 2 - What percentage would you think was fair for the business to take per sale for usage of the platform? I think 25% is fair. 3 - Would you prefer to be responsible for the cleaning and repair processes or have the business do it for a fee? If a fee, how much would you think is acceptable? I would prefer to be responsible for any repairs and cleaning but I would also expect for the customer to have to pay a fee for damage. 4 - Would you have a space you’d be willing to use for people to try items on before buying them? Yes I have studio space. 5 - Is there anything in particular you’d want the brand to offer to help run your shop or promote your pieces? Other than social media there isn’t anything I can think of that I would want promo help with. The only thing I think needs to be considered is maybe a security deposit from the customer that they would get returned to them once the item has been returned in perfect condition, if the item was damaged there should be a fee for repair.

Appendix 9-F Designer email response 6

Flare Street Sells via own website 41.5k Instagram followers 14/03/2019

1 - How many times would you expect to need to rent out your piece to make the same amount as if you had just directly sold your item? About 4/5 times, I’d assume they’d pay about $20 to rent a $100 item... (can they purchase the item too as an option or just rent?) Also, we’d be looking at this app as more of a marketing exposure exercise rather than a sales platform. 2 - What percentage would you think was fair for the business to take per sale for usage of the platform? 10%, maximum 20% - it’s essentially consignment base which never take any more than 30% as it’s not viable for the brand. Plus, cleaning fee on top of that which I’d assume the hirer covers. 3 - Would you prefer to be responsible for the cleaning and repair processes or have this done externally to your business? Definitely would want to do that if it’s really dirty, however a basic wash is fine. The only thing is that the garment will seem a lot more ‘worn’ with so many washes, and would hirers expect the garment to be ‘as new’? It could be an added charge like Air BnB. 4 - If external - would you be open to connecting with local individuals and brands (launderettes, seamstresses, photographers) via my app for this to take place? Maybe, it could be a good backend option for brands to share tips and places. But photographers we source ourselves. 5 - Would you have a space you’d be willing to use for people to try items on before buying them? Not for rental. If they purchase it yes, but we wouldn’t be making much money off rental for it to be viable for try-ons and our time. 6 - Is there anything in particular you’d want the brand to offer to help run your shop or promote your pieces? A really seamless backend, solid terms and conditions for what happens when an items ruined, cleaning and processing fees charged upfront, promotion wise - Instagram features and loan out’s to influencers are alway great.

Appendix 9-G Designer email response 7

Kokomo.Design Sells via own website, Etsy and on Wild Thing 1.3k Instagram followers 14/03/2019

Part 1 Weirdly I am planning on doing this and looking into postage costs at the moment. An app seems like a great idea.

Think it’s a great idea, often my may problem is people not being able to afford items or only wanting them for one event. It means making items more accessible and also combatting fast fashion.

Part 2 Your concept is great. I think renting out is definitely a more sustainable approach to consumable fashion and makes it less exclusive. As I said before I recently have been thinking about offereing something like this, so think its a great idea. Having an app which promotes to a wide audience, with different designers would work really well. As a designer, my main problem is time, money and marketing. Having a pre-made app which handles all the logistics and marketing is great. As I mentioned, my new concept is an app on which niche designers and brands would rent out their pieces to customers in their local city to wear for events or to festivals, as a more sustainable way of consuming fashion. Designers would have their own shop page on the app and appear in look guides. Customers would also be given suggestions based on their personal styles and where it is they’re attending. Customers would pay using Klarna, a pay later method, so they’d only be charged after the item has been returned. This way either the brand or the designer may assess the condition of the piece on return and if repairs are required a fee will be charged or if the item is unsalvageable the full price of the garment would be charged. This is sounds great. 1 - How many times would you expect to need to rent out your piece to make the same amount as if you had just directly sold your item? 6-8 Times depending on the product. 2 - What percentage would you think was fair for the business to take per sale for usage of the platform? Online stores often take 20%. However, that is for a full sale and with a website. I would assume 10% max. 3 - Would you prefer to be responsible for the cleaning and repair processes or have this done externally to your business? Yes, but my product is quite different from normal clothes. 4 - If external - would you be open to connecting with local individuals and brands (launderettes, seamstresses, photographers) via my app for this to take place? Or would you prefer these services to be done by my company? Yes. Would be happy to send stuff out for shoots too. 5 - Would you have a space you’d be willing to use for people to try items on before buying them? Yes 6 - Is there anything in particular you’d want the brand to offer to help run your shop or promote your pieces? • Photoshoots organised by the brand combining the designers. Maybe discounts for multi pieces. (accessories plus dress) • A good social media account linking to the products. • Really curated, so the designers on the platform are varied but work well togther, If you have any other ideas or issues with my concept I’d love to hear them! • If people then wanted to purchase the piece offering them a discount on a new item or they can buy out the item after using • Pre paid postage for return labels

Appendix 9-H Designer email response 8

Jackson Fashion Sells via own website and on Wild Thing 5.8k Instagram followers 18/03/2019 I currently hire via my website JacksonsFashionLiverpool.com to customers. 1 - How many times would you expect to need to rent out your piece to make the same amount as if you had just directly sold your item? I hire for weekend hire which is 20% of the product cost. Week hire which is 30% , Fortnight hire which is 40% and 30 day hire which is 50% so it depends how long I hire the outfit out for. Fancy dress and costumes is a little different - this started off as Halloween hire I post it out for a week. Each costume is individually priced, around the 25% mark. So to answer your question, I would hire out maybe 4 times before I make the same amount as selling direct. 2 - What percentage would you think was fair for the business to take per sale for usage of the platform? With regards to pricing for usage of the platform I would be happy with paying up to 20% of sales. However this would depend on if I was getting a lot of business from the site. If they were pushing sales via social media etc. 3 - Would you prefer to be responsible for the cleaning and repair processes or have this done externally to your business? I would prefer to be responsible for the cleaning and repair processes. The reason for this is I have the appropriate materials and know how the garment has been created etc. For example - I recently had to repair some Xtina chaps and strengthen them and I have the exact fabric to do so. I worry if someone else was to do it the colour wouldn’t match. Also my Pretty Woman costume has a wig which I wash after each wear - it’s a synthetic wig and needs special shampoo and cold water.. I worry someone else wouldn’t know this and damage it. 4 - Would you have a space you’d be willing to use for people to try items on before buying them? As I work primarily online I don’t have a space for customers to try on yet. However I do have stockists which may have the item they are hiring in their store. Going forward I’m hoping to accommodate customers in person, I’m just weighing up cost and whether I’d like a store or to stay online. 5 - Is there anything in particular you’d want the brand to offer to help run your shop or promote your pieces? I would like the store to maybe arrange a courier for the hire process. I’d also expect them to push us on social media. Regular updates and perhaps photoshoots. I am on a marketplace site who periodically pull outfits from myself and their other vendors and put together shoots for their social media content.

Appendix 9-I Designer email response 9

Kristina Seller on Etsy as ‘LuckyStardust’ from 2015 1150 sales 3.3k Instagram followers 19/03/2019 1 - How many times would you expect to need to rent out your piece to make the same amount as if you had just directly sold your item? 2-3 times 2 - What percentage would you think was fair for the business to take per sale for usage of the platform? 5% 3 - Would you prefer to be responsible for the cleaning and repair processes or have this done externally to your business? I would prefer to do this myself. However, I would like the platform to have a clause that specifies the different between wear and damage and protects me from user negligence. 4 - If external - would you be open to connecting with local individuals and brands (launderettes, seamstresses, photographers) via my app for this to take place? N/A 5 - Would you have a space you’d be willing to use for people to try items on before buying them? No. I run my business from my home and don’t have an available space for people to try on items. 6 - Is there anything in particular you’d want the brand to offer to help run your shop or promote your pieces? I would like to see the brand promote on social media towards a target market that would be applicable for my pieces. I would also like the option to pay for adds on platforms like Google, Facebook, Instagram, etc.

Appendix 9-J Designer email response 10 Olivia from Loonigans London Sells via own website and on Wild Thing and We Koko 1150 sales 15.4k Instagram followers 20/03/2019

Part 1

1 - How many times would you expect to need to rent out your piece to make the same amount as if you had just directly sold your item? This would depend on how much we could rent it out for. Would there be a set price for renting on the app or would you have a guide price? On average one piece maybe retails for about £75, have you looked into how much people would be willing to spend to rent? 2 - What percentage would you think was fair for the business to take per sale for usage of the platform? Most websites I sell on take around 20% commission on the sale which I think is fair (Wekoko, wildthing, ASOS marketplace, silkfred etc.) - this is only taken on the sale not on the postage, that gets paid in full to us. 3 - Would you prefer to be responsible for the cleaning and repair processes or have the business do it for a fee? If a fee, how much would you think is acceptable? I think this would be one to watch as the business grows as it would depend on how the items come back. It is quite tricky as if a customer ruins something that is rented there might have to be a surcharge to the customer or refundable deposit depending on the condition the item comes back in. I wouldn’t mind washing things myself if it’s just from wear but it depends if items actually come back damaged/stained - this is a hard one! It may have to be factored into the price to the customer if you are holding stock and doing repairs/cleaning as I wouldn’t expect the app or brands on it to have to keep paying for people who don’t look after things? If that makes sense? 4 - Would you have a space you’d be willing to use for people to try items on before buying them? I currently work from home so do not have an external studio/shop for people to try on. However a pop up shop run by the app could be a good idea. 5 - Is there anything in particular you’d want the brand to offer to help run your shop or promote your pieces? The thought of lookbooks/look guides for events is a good idea where you can advertise pieces by the brands that are on the app. Would you be looking to hold stock of the rentable items as this could be a good idea especially if you were to look after the cleaning and repair of things. I think customers would need to pay postage for items they are renting which would get passed on directly to the brands or yourselves if you were holding stock. (Also return postage if there is no free return system in place - I don’t have this yet either).

Response 1- I am also carrying out research with potential customers too, yes, and looking to find balance between their wants and designers needs. 3 - I understand damage is a huge risk with festival wear. To overcome this I plan to use Klarna, a pay later service, meaning designers will receive their items back and may assess them before the final price is confirmed. An additional fee will be charged if the garment requires repair or the full (or close to) RRP will be charged if completely unsalvageable. This will be made clear to the consumer on purchase. 4 - I hadn’t considered a pop up shop but this is an interesting concept! It cold be a good way for designers to meet and interact, would this be something of interest to yourself? 5- I have also bee considering a look book! I’d create them for the festival/summer period and start of the uni year - perhaps handing them out at university fairs. As for postage I was considering getting the customer to pay for postage too them (or offering a free collection point) and my brand providing the return postage, the cost of which would be included in the commission rate taken.

Part 2

25/03/2019

All sounds great! Yes I would be interested in the pop ups as well. I really hope this comes off for you and you get to expand this into something!

Appendix 9-K Designer email response 11

Anna Turton Seller on Etsy as ‘Anna Mulhearn Seller on Etsy as ‘Animalhairstuff’ from 2016 via own website and on Wild Thing 902 sales 1.5k Instagram followers 22/03/2019 1. How many times would you expect to need to rent out your piece to make the same amount as if you had just directly sold your item? Of course this totally depends on the cost of the rental and which item is being rented. So it’s a little tricky to answer. Most items start from £80. I wouldn’t be comfortable in renting an out for less than 50% of its retail price so in light of that I guess a min of twice would be required. 2 - What percentage would you think was fair for the business to take per sale for cleaning and postage costs? Or do you think this should be a set fee per item? Postage costs should be set but I think cleaning costs would have to be scaled depending on what needed doing. 3 - Would you prefer to pick up items from the business after cleaning if it meant a reduced fee was taken by the business? I don’t understand this question. 4 - Would you be comfortable letting people into your home if they wished to try something on before purchasing it? This wouldn’t work for me as it could be very time consuming. 5 - Is there anything in particular you’d want the brand to offer to help run your shop or promote your pieces? I would want the brand to upload the product rather than me having to do it and model shots of some product would be great.

Appendix 9-L Designer email response 12

Tirade13 Seller on own website and via We Koko and Wild Thing 2.5k Instagram followers 26/03/2019

As I mentioned, my new concept is an app on which niche designers and brands would rent out their pieces to customers in their local city to wear for events or to festivals, as a more sustainable way of consuming fashion. Designers would have their own shop page on the app and appear in look guides. Customers would also be given suggestions based on their personal styles and where it is they’re attending. Payments would be taken using Klarna, a pay later service, meaning on return garments may be assessed for damage. Customers will be charged a small fee if repairs are needed (more than general wear and tear) or accountable for the full price of the garment if unsalvageable. Think this is a fantastic idea - for festivals certainly (speaking from a customer point of view) it would be amazing to rent those one-off pieces without committing to buying them when in reality you may only ever wear once. The sustainable angle is also fantastic and definitely something you should hone in on. If you were to be a seller on this app… 1 - How many times would you expect to need to rent out your piece to make the same amount as if you had just directly sold your item? Price dependent obviously, maybe 5 or 6? 7 if thinking about commission for the platform. 2 - What percentage would you think was fair for the business to take per sale for usage of the platform? Platforms we sell on charge anything from 3% to 25% to sell an item. To rent I think it would have to be lower as potentially would give us more work to rent rather than sell. If we were to consider renting garments out I think we could look at commission of up to 10%. 3 - Would you prefer to be responsible for the cleaning and repair processes or have this done externally to your business? It’s tricky as our garments are fairly delicate - they require a very gentle hand wash in order to keep their sparkles to an optimum. I’m not sure we could trust anyone else to do it apart from us! However that would then be creating more work for the business... 4 - If external what fee would you deem acceptable for these services (laundering and repairs)? - Or do your pieces require dry cleaning/hand washing? See above : ) 5 - How did you find out about ‘We Koko’ and what led you to sell on this platform? What other platforms do you sell on and what led you to them? A friend of a friend is one of the founders. They approached us directly. We also sell on Wildthing, Silkfred and Etsy as well as our own website. Wildthing approached us, Silkfred again knew a friend of a friend there. Etsy I discovered online. We also used to sell on ASOS Marketplace which again was found online through ASOS. 6 - Would you be interested in my platform offering photoshoot opportunities? (These may appear on the brand’s Instagram page and lookbooks on the app) Would you prefer to send in you items and have them photographed for you or would you like to contribute to the process? It depends on what the cost was. 7 - Is there anything in particular you’d want the brand to offer to help run your shop or promote your pieces? Would our business be responsible for the logistics of renting the items or would it be something the platform managed? That would be something to consider. Always interested in being cross promoted on other channels so opportunities there would be great for brands. Same with press opps. If you have any other ideas or issues with my concept I’d love to hear them! I think something to consider is that although this would work fantastically well for a wonderful one-off festival piece like a headdress, it might not work as well for brands such as ours where the pieces are quite delicate and tend to get worn in quite quickly in festival scenarios (ie mud and rain!).

THE MARKET

Appendix 10 UK festival market

A Ages of people at UK festivals - 2017 Ages of people at festivals (2018) UK Festival Awards & Conference, Available at: https://www.festivalawards.com/wp-content/uploads/2018/08/ UK-Festival-Market-Report-2017.pdf [Accessed 13th March 2019].

25 - 42 age group (Millennials) (18.2x0.2) + 12.5 + 7.9 + 10.8 + (17.5x0.2) = 38.34% (rounded) 38%

18 - 30 age group 13.8 + 18.2 + 12.5 = 44.5% (rounded) 45%

18 - 24 age group 13.8 + (18.2x0.8) = 28.36% (rounded) 28%

B Geographical location of festival goers - 2017

Geographical locations of festival goers (2018) UK Festival Awards & Conference, Available at: https://www.festivalawards.com/wp-content/uploads/2018/08/UK-Festival-Market-Report-2017.pdf [Accessed 13th March 2019].

Amount spent before a festival by UK consumers - 2017 Amount spent before each festival (excluding ticket) (2018) UK Festival Awards & Conference, Available at: https://www.festivalawards.com/ wp-content/uploads/2018/08/UK-Festival-Market-Report-2017.pdf [Accessed 13th March 2019].

Mean spent: (11x5) + (26.2x30) + (28.6x75) + (15.2x125) + (9.7x175) + (4.8x250) + (1.6x325) + (2.9x400) 100 = 94.635

D Number of gigs and festivals attended a year by UK consumers - 2017 How many gigs and festivals were attended (2018) UK Festival Awards & Conference, Available at: https://www.festivalawards.com/wp-content/uploads/2018/08/UK-Festival-Market-Report-2017.pdf [Accessed 13th March 2019].

Mean gigs attended:

Mean festivals attended:

(20x1.5) + (30x4) + (22x8) + (13x15.5) + (6x25.5) + (2x35.5) + (4x50)

(34x1) + (26x2) + (14x3) + (7x4) + (3x5) + (1x6) + (3x8)

100

= 9.515

= 1.58

Appendix 11 UK population

England age pyramid - 2017 Age pyramid for England 2017 (2018) Offie for National Statistics, Available at: https://www.ons.gov.uk/peoplepopulationandcommunity/populationandmigration/populationestimates/articles/overviewoftheukpopulation/november2018 [Accessed 18th March 2019].

30 29 28 27 26 25 24 23 22 21 20 19 18

750,908 769,941 760,183 766,805 777,368 757,328 731,671 725,250 696,484 689,511 683,225 657,005 645,133

9,410,812

9,410,812 55,619,430 x100 = 16.92%

Appendix 12 Music events and festival attendances by 18-30-year-olds

A Music event and festival attendences by UK consumers aged 18-30 Millennials attend an average of 30 gigs and festivals a year (Eventbrite 2017)

Location

Population

No 18-30-year-olds per location (16.9%)

Attendances (x30)

England

55,619,430

9,410,812

282,324,360

B Music event and festival attendences by all consumers aged 18-30 Music tourists make up 40% UK live music audiences (Fricker 2018). 282,324,360 = 60% total attendances 282,324,360 60

x 100 =

470,540,600

Appendix 13 STEEPLED model

What’s happening? Social

Brand implication

Social media and fast fashion “Hubbub Foundation suggested that 17% of young people questioned said they wouldn’t wear an outfit again if it had been on Instagram,” (Environmental Audit 2019) and nearly a quarter would discard an item after being pictured up to 3 times in it (Siegle 2018). “In this world, in which we are constantly on Instagram, on Twitter, on Facebook… it creates even more demand to wear aspirational clothing.” - Rent the Runway CEO Jennifer Hyman (Robinson and Laughlin 2014) Social media platforms, such as Instagram, have created a mind frame which considers ‘outfit repeating’ social suicide. Once pictured in an outfit, millennials feel they cannot wear, and more so cannot be pictured in it, again. Consequently, the throw-away culture has become a social norm and trend cycles have become shorter and shorter as consumers constantly desire new (Campbell 1992). Thus, a demand for low cost, low quality garments intentioned only to be worn for a night a handful of nights has become prominent, as we now refer to as ‘fast fashion’.

A clothing renting platform offers an alternative method to satisfying social needs as customers can rent higher quality pieces for a similar price point to buying fast fashion items new. Different designers are present on the platform giving users a unique style from that on the high street. In addition, pieces are purchased with the intention of wearing them only once meaning customers can enjoy the garment, snap their’ Insta-worthy pic’, and move on to their next look.

Social currency “Social sharing releases a higher dose of “feel-good hormone” oxytocin than in-person interactions.” (YPulse and Youth Sight 2017) Society has developed a love for sharing their experiences on social media meaning providing ‘instagrammable aesthetics’ has become a point for added value to brands. 41% of millennials even say they’ve done something just to share a photo of it (YPulse and Youth Sight). Technological

E-commerce growth In the UK, “around 16% of sales are now online, and that share is expected to rise to 40% by 2030.” (Camberley 2018) For online fashion sales, this was valued at an estimated £19,010 million for 2018 and forecasted to reach £32,790 million in 2023 (Dover 2018). This alteration in buying habits is being witnessed across the country in the death of the high street. Consumers no more, or a lot less frequently, purchase from brick-and-mortar stores. For many it’s become unprofitable to remain open and consequently have reduced physical store space, moved online or seized trade altogether.

Environmental

Festivals are one of the favoured occasions to share on social media. Attendees want the best photos possible to present a desirable self and life on their pages. To do so, they want to stand out by wearing daring outfits, different to that they’d wear to regular nights out. Cycloan offers this by connecting customers with niche brands and designers in their areas, giving them access to the quirky styles they crave.

Within the fashion industry, the move to buying online will continue to grow meaning it’s vital for new start-ups to first adopt online platforms. Not only is this more affordable, due to the eliminated rent, electricity and heating costs, but it allows access to many more potential customers if marketing if executed well.

Poor garment utilisation “In the UK, the average number of times a garment is worn before retiring has dropped by 36% in the past 15 years.” (Harper 2018) heavily due to shifting social norms, pushed by social media [see Social media and fast fashion]. As a result, of the £140 million worth of clothing arriving at our landfill each year (Wrap.org.uk 2019), 3/5 items are arriving having been owned for less than a year (Harrabin 2018). “The waste management industry has not invested in new landfill for many years because it’s not perceived to be a future solution for the waste treatment.” (David Palmer-Jones, CEO of Suez) (see Scott 2017) The country is slowly running out of space in landfill sites. Due to this, and many other environmental reasons, we must look for ways to send less to landfill and operate more sustainably.

Renting clothing increases utilisation of garments as instead of one consumer having ownership of a piece and only wearing it a handful of times, due to social conventions (see Social media and fast fashion), a number of different consumers will have access to the piece and all make use of it until its unrepairable or there is zero demand for it. A renting platform reduces the level of demand for new garments as well as introducing a measure to retain used garments so they may be upcycled, or materials recycled.

Effects of laundering Fletcher (2008) found that “domestic laundering can be responsible for up to 82 per cent of the energy used during a garment’s lifecycle” (see Goworek et al. 2012). “In the UK, 97% of households now have a washing machine,” and we over wash our clothes giving a high carbon footprint per person (Faramarzi 2018).

Due to garments being passed from customer to customer items may be washed more than they are needed to as it is an expectation that they are cleaned before each new user. This will be a weakness for Cycloan as sustainability is one of their core values.

What’s happening? Economic

Brand implication

Heavily discounted fashion The UK fashion industry has become over-reliant on heavily discounting fashion in order to shift stock and cut their competitors (Dover 2018). This was apparent particularly at the end of 2018. Consumers have become aware and expect these sales, often waiting to make a purchase to obtain an item for a lower price or are prompted to buy something just because it is cheap. The true value of fashion is being forgotten and consumers are feeling less connected to them as a result.

Politcial

Renting items offers an alternative to this model. It maintains value to items of clothing while allowing customers to obtain them for a lower price point than purchasing them meaning both buyer and seller benefit from the model.

Brexit implications Ongoing, unfinalised Brexit plans leaves the fashion industry in turmoil, fearing what will happen to the industry due to “potential changes to immigration policies, costly currency fluctuations and the prospect of a sharp increase in import and export costs.” (BOF TEAM 2019)

Legal

As Cycloan will buy primarily from UK based designers the final Brexit deal will have little impact for the brand as a whole. However, as “up to 75% of components for UK products is imported” (End the chaos! 2018), raw material costs for designers could be increased leading to them increasing ther prices, consequently increasing Cycloan’s cost for new stock.

Glitter ban “Greenpeace highlighted that 12.7 million tonnes of plastic enters the ocean every year.” (Yee 2018) As the issues of microplastics become more apparent, a ban has been proposed by the EU to, cover around 90% of pollutants, cut 400,000 tonnes of plastic pollution in 20 years (Neslen 2019). Almost all glitter products are made from plastic and, due to its small scale, becomes very difficult to recover and properly dispose of. Consequently, as of August 2018, “61 British music festivals committed to ban its attendees from wearing glitter” due to it being an ‘ecological hazard’ (Petter 2019). Supermarkets now are also phasing out glitter, but the British public believe they “should be moving faster to tackle plastic waste”, say David Innes, 38 Degrees (Smithers 2019). Over the next few years, a severe reduction in glitter products will be available with Aldi already eliminating it from their Halloween 2019 range, M&S from their Christmas range and even the likes of Lush switching to a synthetic, biodegradable alternative for their bath bombs.

Ethical

Glitter looks are abundant for festival wear. Though the ban relates to glitter pots used for the face, body and hair, Cycloan should consider the use of glitter within its products to move away from the environmentally damaging substance. Glitter products within fashion may even also become banned within the UK, following the bans being proposed by the EU.

Transparency Millennials lack loyalty to brands due to their overprioritization of profits. They expect businesses to balance this with things which benefit the wider society (such as the treatment and payment of workers and environmental sustainability), however, in most cases, this isn’t being fulfilled. According to Deloitte’s 2018 Millennial Survey, which surveyed 10,455 people aged 24-35 from 34 countries, 75% of millennials think that businesses focus on their own agenda rather than considering the wider society, up from 59% in the year prior. Furthermore, only 48% believe corporations behave ethically, down from 65%. Consumers are becoming increasingly aware of the impacts behind their purchases (The Future Laboratory 2016) and now want to know everything (Kline 2016), demanding transparency in every aspect.

Through use of niche brands and designers there is no threat of worker mistreatment. They will be paid 80% of a garment’s RRP in keeping with commission fees taken by the likes of, festival wear specialist, We Koko and Wild Thing. Furthermore, close contact with designers will ensure any potential issues may be quickly resolved.

Importance of ethical factors Importance of factors when buying clothing (based on 5000 responses by people aged 16-75 across 5 countries): 39% - They’re made by workers paid a fair, living wage 37% - Environmental protection 31% - Safe working conditions 30% - Animal welfare 10% - Local production 6% - Use of recycled materials (Fashion Revolution CIC 2018) Generating jobs/ providing employment is the top aspect millennials (43%) believe businesses should try to achieve (Deloitte 2018). Demographic

Creating jobs and treating workers fairly are the most important factors to consumers. Cycloan allows: Individuals to rent items on the side of their job to generate extra income Flourishing designers to take their first steps to starting their career and making their first sales in a risk-free environment. Niche/upcoming brands a platform to generate greater awareness to allow them to grow. The renting platform has greater potential in this area every item has greater likelihood to be seen and photographed on multiple people and multiple social media accounts, maximising reach.

Millennials and Gen Z With 16.8 million individuals, millennials make up about a quarter of the UK. Globally, they are set to over-take Generation X’s spending power by 2020 (Tilford 2018) making them a key demographic for brands to cater for in order to maximise profitability.

By providing items for events and festivals, Cycloan’s primary consumers will be millennials and Gen Zers.

BUSINESS MODELS

Appendix 14 Ansoff's matrix - Options for growth

Increasing risk

Existing products

New products

Existing markets

Market Penetration Greater marketing efforts to the existing customer base. Increase capacity to provide more garments to the same market. Expand sizing range available.

Product development Ocassion wear Introduce pieces from ‘big brands’, suitable for festivals and events Offer footwear suited to festivals Festival essentials – e.g. tents, cooking stoves, torches/camp lights - According to the UK Festival Awards & Conference (2018), 85.7% festival attendees take their tents home. This shows many alreay take care of their camping equipment but may

New markets

Market development Targeting older consumers Targeting males Operate in a different country - product selection adaped to suit local needs Cater to tourists, travelling to the UK for music events

Diversification

Appendix 15 AIDA Model

AIDA Model

Objective

Action

Awareness

To generate awareness for the Cycloan brand with target consumers on a national scale.

Consumers will be made aware of the brand via PPC marketing, external Instagram content, flyers at festivals and promotional stands at universities. The combination of online and offline, and internal and external tactics will help spread reach to a vast number of consumers and appear in front of a segment of these multiple times. Thus, the liklihood of obtaining their attention and moving consumers forward in their decision making proccess is increased.

Interest

Desire

Interest will be developed through showcasing the styles offered on the app. Those who have an upcoming, relevant occasion will be captured by the opportunity to wear something alternative to options from the high street. This will be presented by all promotional material, visually showcasing the garments currently available. This will lead to customers following the Cycloan Instagram page and/or downloading the app.

To reach 25,000 app downloads within the first year, to increase by at least 30% yearAs interest is already established, consumers will browse the Instagram feed on-year, for the first and/or browse the app catalogue. Here, they will realise the affordability 5 years. offering of the brand as a comparison of the garmentâ&#x20AC;&#x2122;s RRP to the price being offered by Cycloan will be displayed. This will generate desire as customers realise they may obtain access to high quality, unique garments at a similar price point to fast fashion offerings, which are of much lower quality and many other people are likely to also be wearing.

Action

To generate 5,000 sales within the first year, to increase by 120% in the second year, 83% in the third, 60% in the fourth and 50% in the fifth.

After establishing desire, action will take place by pricing systems being clear for every item and rental confirmation simple to complete. Furthermore, the offering of free delivery, to local post offices, will mean customers arenâ&#x20AC;&#x2122;t dissuaded and detered at checckout due to an additional fee. Finally the use of Klarna payments will allow a seamless payment proccess which is familiar and trusted by customers.

Retention

From year 2, to maintain a retention rate of at least 25% year-on-year.

Email marketing will directly market those with accounts to encourage customer retention. PPC marketing will also be used in key periods, reminding exisiting customers of the apps existence and showcasing some of the stock currently available.

Appendix 16 The promotional mix

Adapted from ‘Elements f the Promotional Mix’, (Belch and Belch 2018)

Advertising

Direct marketing

Email marketing Flyers at festivals

Digital marketing

Instagram - own content Google ads Instagram paid ads

Traditional media advertising (TV, radio, newspapers, magazines etc) won’t be used due to their high costs. Instead paid digital marketing will be used as a more receptive media type for the younger demographics.

Direct marketing will directly target those with an interest in Cycloan’s product range making a sale likely. Awareness will be driven via flyering at festivals and repeat purchases will be encouraged via email marketing to previous customers.

OWN CONTENT Digital marketing allows for much more responsive content with back and fourth communications. Consumers may ask questions and receive a prompt response, or make suggestions which will be received and noted instantly by the brand.

PAID CONTENT Google and Instagram paid ads will reach a high quantity of consumers driving the same content to all. Where brands would target via programme or magazine selection, they can now make selections online for their targeting specifications which these brands then use for them via their data collection to ensure ads reach relevent individuals.

Sales promotion

Public relations

Personal selling

Designers / brands

Uni stands

Public relations will be maintained with all designers and brands who feature on the Cycloan app as a mutually beneficial link. Cycloan shall benefit from knowledge of upcoming looks and designerâ&#x20AC;&#x2122;s predictions on the market and designerâ&#x20AC;&#x2122;s shall benefit throgh greater brand awareness and sales driven by the Cycloan app.

Personal selling will allow face-toface interaction with customers allowing the sales person to gauge consumers responses and answer any questions as well as allowing customers to view products physically.

Launch deal - 25% off Birthday deal - 20% off Promotion for difficult months - 10% off

Customer-orientated sales promotions will encourage customers to make an immediate purchase due to the added incentive on offer, minimising their cost for the same value proposition.

PRICING QUOTES

Appendix 17 Laundering costs

A -Apex Dry Cleaners (Apexdrycleaners.co.uk. 2019)

B -Telephone quotes Date

Time

Company

Quote

Comments

25/03/19

2.30pm

March & Sons

Average at £8 per garment

This is a very small, family-run business who wouldn’t be able to take on the volume of demand of Cycloan.

25/03/19

2.45pm

Spencers

Average £7 per grment

25/03/19

3.15pm

Kleenest Dry Cleaners

Average £7 per gamrnet

26/03/19

1.00pm

Average £8 per garment

Lower online ratings than other dry cleaners and fewer hours open in the day meaning they may stuggle more to cope with demand unless willing to operate under longer days.

Appendix 18 Postage costs

A -Royal Mail - Outgoing (Business Price Guide. 2018)

B -Royal Mail - Returns (Royalmail.com 2019)

Appendix 19 Packing costs

A -Pack help - EcoColour Mailer Boxes (Packhelp. 2019)

Customised boxes - brown colour with black print 35cm x 26cm x 10cm

500 boxes 750 boxes 1000 boxes 1500 boxes 2000 boxes 2500 boxes

£1230 £1597.50 £1920 £2625 £3300 £4025

Maximum price per piece: £1230 / 500 = £2.46 Minimum price per piece: £4025 / 2500 = £1.61

B -Poly bags - bags (Polybags Ltd 2019)

Maximum price per piece: £55.89 / 500 = 0.11178 (11p) Minimum price per piece: £40.48 / 500 = 0.08096 (8p)

Appendix 20 App development costs

A -How Much Does it Cost to Make an App (Howmuchcostanapp.co.uk. 2019)

• • • • • • • • • •

Good price - quality ratio Android + iOS operating system Custom interface In-app purchases Login through social media and email Integrated with website Users have their own profiles Control panel - enables to track data and send notifications One language Stage - sketch prepared

B+CApp development companies were contacted and given a rough description of the business and the aspects it would require. They were also asked for quotes to develop the app to be compatible with both iOS and Android systems.

C- Illya (Elijah) Petrov from S-Pro Thank you for reaching out to our company. As I understand you are writing a business plan as a part of your studies and is not interested in building this application. In this case, based on your description you can put down rough numbers for a full cycle of development. Starting from financial and business analysis, to design, development, testing and 1 month of support after launch. 55 000 - 60 000 USD 4 - 5 month of development iOS and Android applications using cross-platform technology called React Native.

£ 42,014.50 - £ 45,834.00

B -Andrew Ward from Scorchsoft 27/03/2019

Part 1 If it’s for a business plan, then I’d recommend putting the following into your cash flow: £1,500 +VAT to go through planning, and create the technical specification and wireframes. Due month 1.

£30,000 +VAT to build the phase 1 minimum viable product. Split this cost over 6x £5k+VAT instalments from month 2 onwards to month 7. £10,000 +VAT to build a phase 2 extension. Split the cost across months 9, 10. £200 +VAT per month for a support and maintenance retainer, starting at month 7. Increase the retainer to £500 +VAT at month 10, and then increase it again to £1,000 +VAT at month 13. The retainer approach assumes your business would begin to become successful, so need more work to deal with this growth. Sometimes the costs don’t scale in this way, but this will give you a rough idea. Companies like BizBritain offer government-backed startup loans to businesses. They will typically lend up to £25k per director at, from memory, 4-7% interest per annum, paid back over 1-4 years. You should also factor in marketing costs. Calculate these as a cost per acquisition of a customer, across each marketing channel. E.g. you could budget for a £5-£25 cost of acquisition on Facebook, then scale this number up to account for your business growth. If you are being really real-world, then you could plan to apply for something called SEIS, and plan to raise £150,000 of investment for 20% of the business at month 18-24 from a VC once you’ve achieved some market traction. Attached is an example of a pitch deck that a VC investor would typically expect to see. Don’t share this about, but you may find it useful to influence your business plan and to get a feel for what investors expect.

Response Just to clarify from this plan: would the app be usable in month 2 or 3? Also could you explain the phase 2 a little? I assume this is to scale up the business but does this necessary take place at month 10 or would you suggest reaching a certain level of sales before this takes place?

Part 2

28/03/2019

A £30k app would be approximately a 6 month project. So assuming you started development at the start of month 2, it would be ready to launch on months 7-8. Most people launch a product, get feedback from real customers, then want to make some changes or implement some new features. Imagine your app is live and you realise feature X would really help users, chances are you want that feature. Either you plan for this happening and have the money in advance, or you take longer and pay for extensions with early revenue. The options available to you depend on how long from launching it takes to get traction. In terms of scaling, this is really dependent on your business model and marketing plan. Some types of start-ups can take many months, or years to get traction. Some hit the ground running, and generate revenue in pre-orders before it’s even built. If you need 1,000 active paying users to be profitable, chances are this will take you some time and resources achieve. If you are writing the plan for yourself, then you should be prudent, as you don’t want to run out of money and go bankrupt.

Response 2 The details of my concept are changing as I go on, so I no longer need individual pages for designers. I’m now taking a centralised approach so all sales come from my business. For this to work, I believe I will also need a corresponding website or some sort of application for logistic purposes. This will only be used by staff only, not customers, for printing delivery stickers (the app must transfer this data) and sales analysing. Do yo have any suggestions for this? Will any extra fees occur or can this be incorporated with the fee of the app development?

Part 3 I’d plan all features within the original cost estimated.

29/03/2019

Appendix 21 Rent costs

A -Easistore - Crawley (Easistore - Self Storage. 2019)

B-

Email response from Marc Hutchison Assistant manager of Easistore, Crawley 01/04/2019

Thank you for your recent enquiry and for your email. I would be more than happy to answer your questions about the quotes you received. You pay a security deposit when you move in equal to 4 weeks’ worth of rental without VAT. This is refundable and comes back to you as and when you vacate your storage unit. The price of the deposit differs depending on what unit you rent with us. Please see below the security deposits for the units you enquired for earlier. 75sqft

£156.67

100sqft

£200.00

150sqft

£286.67

Insurance cover is required when you rent any self-storage unit but how you wish to cover your items is up to you. We can offer you one of our policies which is comprehensive covering a wide variety of areas such as fire, theft and damage. On the other hand you can provide your own insurance cover. It needs to be contents cover and it needs to state when the cover starts and finishes and also that your items are covered at our address. I can see you have entered a possible start date of the 01/05/2020 for your storage. Is this a correct date or would you like to start your storage sooner as we can get this booked for you with a £10 deposit which is fully refundable with no-obligation. We hold a space for you until you are ready to move in whether you know your start date or not.

Appendix 22 Staff costs

A -Prospects - Stylist salary (Prospects.ac.uk. 2019)

B -2019 UK Minimum wages (GOV.UK. 2019)

Appendix 23 Business insurance

AXA (AXA. 2019)

A - Year 1

B - Year 2

C - Year 3

D - Year 4

Appendix 24 Instagram ads overview

Average Instagram ads cost-per-click $0.70-$1.00 (Karlson 2018) Predicted costs per click = 75p On average 1.08% of those who ingage with advertised Instagram links make a purchurse (Karlson 2018) 108 paid click = 75p x 108 = £81 108 paid clicks = 1 sale 1 sale averages at £36 £75 budget = £36 return Instagram ads will be a loss making promotional technique.

Appendix 25 Google ads costs (Google AdWords costing 2019)

ÂŁ200 monthly budget Average impressions = 309,264 386,777 - 231,751 = 155,026 155,026 / 2 = 77,513 77,513 + 231,751 = 309,264

Average clicks = 1,181 1,477 - 885 = 592 592 / 2 = 296 296 + 885 = 1,181

Cost per Click: 17p

ÂŁ300 monthly budget Average impressions = 463,896 580,034 - 347,758 = 232,276 232,276 / 2 = 116,138 116,138 + 347,758 = 463,896

Average clicks = 1,771.5 (1,772) 2,215 - 1,328 = 887 887 / 2 = 443.5 443.5 + 1.328 = 1,771.5 Cost Per Click = 17p

ÂŁ400 monthly budget Average impressions = 618,527.5 (618,528) 773,291 - 463,764 = 309,527 309,527 / 2 = 154,763.5 154,763.5 + 463,764 = 618,527.5

Average clicks = 2,362 2,953 - 1,771 = 1,182 1,182 / 2 = 591 591 + 1,771 = 2,362 Cost per Click: 17p

ÂŁ500 monthly budget Average impressions = 773,159.5 (773,160) 966,548 - 579,771 = 386,771 386,771 / 2 = 193,388.5 193,388.5 + 579,771 = 773,159.5

Average clicks = 2,952,5 (2953) 3,691 - 2,214 = 1,477 1,477 / 2 = 738.5 738.5 + 2,214 = 2,952.5 Cost per Click: 17p

Appendix 26 Flyers costs

A -Saxoprint (Saxoprint.co.uk. 2019)

B -Vistaprint (Vistaprint.co.uk. 2019)

30,000 = ÂŁ327.57

C -Tradeprint (Tradeprint.co.uk. 2019)

30,000

D - Instantprint

E - Hello print

(instantprint. 2019)

(Helloprint.co.uk. 2019)

30,000 = ÂŁ1,740

30,000 flyers will be obtained for ÂŁ220 by either Saxoprint (A) or Hello print (E)

Appendix 27 Promotional stands costs

A- University of Manchester Acquired via the University of Manchester Student Union website (Th1rt3en Media 2019)

B- University of Nottingham Acquired via email response from Claire Wilkinson

24/04/2019

FEASIBILITY

Appendix 28 Profit per garment

Average RRP: Average purchase price: Average rental price:

£120 £96 £36

No rents

Revenue (£36)

Delivery cost (£2.74 + £3.27)

Laundering (£7.50)

Packing bags (£0.09)

Total cost of goods sold (£)

Profit (£)

6.01

7.5

0.09

13.6

22.4

12.02

0.18

27.2

44.8

108

18.03

22.5

0.27

40.8

67.2

144

24.04

0.36

54.4

89.6

180

30.05

37.5

0.45

112

216

36.06

0.54

81.6

134.4

252

42.07

52.5

0.63

95.2

156.8

288

48.08

0.72

108.8

179.2

324

54.09

67.5

0.81

122.4

201.6

360

60.1

0.9

136

224

396

66.11

82.5

0.99

149.6

246.4

432

72.12

1.08

163.2

268.8

468

78.13

97.5

1.17

176.8

291.2

504

84.14

105

1.26

190.4

313.2

540

90.15

112.5

1.35

204

336

£96

Break even point per garment =

£22.4

= 4.2857...

£336 - £96 Average product will yield profits of £240

Appendix 29 Year 1 communication tactics - Return on investment

A - Instagram

B - Google AdWords

£1,944 - £3,750 = -£1,806

£11,484 - £1,800 = £9,684 £9,684

-£1,806 £3,750

x 100 = -48.16%

£1,800

C - Flyers

D- Promotional stands £37,440 - £325 = £37,115

£37,115 £325

x 100 = 538%

£70,740 - £4575 = £66,165 £66,165

x 100 = 11,420%

£4575

E - Total Total revenue generated: £1,944 + £11,484 + £37,440 + £70,740 = £121,608 Total costs: £3,750 + £1,800 + £325 + £4575 = £10,450 ROI: £121,608 - £10,450 = £111,158 £111,158

x 100 = 1063.71%

£10,450

x 100 = 1446.26%

FINANCE BREAKDOWN

Appendix 30 Cost of goods sold

Stock

The average garment’s RRP will be £120, however Cycloan will purchase at a 20% discount rate (£96). On average, garments will be replaced every 15 wears as Cycloan’s portfolio offers high quality apparel meaning they last longer than the average. However, pieces are more likely to get damaged at festivals and events due to their nature. As damage, greater than that cause by general wear and tear, has already been accounted for through customers fees, this issue has been eliminated. Stock usage has been predicated based on new festival and occasion wear being the most demanded pieces at their launch. Actual sales and timings at which new stock is needed will undoutably vary from the predictions as certain pieces will be more popular, meaning they need replacing more frequently, and changes in the external environment may lead to sudden influxes in or shortages of sales. The stock flow forcast [Appendix 34] has been produced to give an indication to the level of new stock needed, and when, to allow for better financial plannning. The start of the festival period has been identified to require high quantites of new stock to cover the increased demand year-on-year. Consequently, another cash injection is required in month 21 to cover this.

Laundering

The cost of laundering will avergae at £7.50 per garment.

Packing

Every delivery will require fresh packing in the form of a perforated, bidegradable bag and an EcoColour mailerbox. These will be purchased every few months to cover the level of sales. Prices will decrease per unit as quantities are increased. [Appendix 19]

Postage (home delivery)

[Appendix 17] Mailer bag

Max 8p each

Mailer box

Max £2.46 each

Cycloan will use Royal Mail for all deliveries. For outgoing post, the 24 service costs £2.74 per parcel (small parcels of up to 1kg weight) for businesses who send more than 1,000 parcels a year (Business Price Guide 2018). This service means parcels should arrive with customers within 24 hours.

(outgoing) £6.01 per rental

The Royal Mail 24 returns fee is slightly higher at £3.27 [Appendix 18, B]. However this includes tracking meaning Cycloan can provide better customer service should a parcel ever go missing on return, avoiding potential customer dissatisfaction.

(incoming) £3.50 per renatl

Costs per rental £7.50 + 8p + £2.46 +£6.01 = £16.05

Appendix 31 Overhead costs breakdown Registration fee

£12 (GOV.UK 2019)

App + web development and maintenance

App development costs have been taken from Scorchsoft as the most reliable quote. Development costs were also similar from S-Pro [Appendix 19]. Month 1 - £1,500 +VAT (£1,800) - To plan and create technical specifications and wireframes. Month 2-7 - £30,000 +VAT (£36,000) - (6 x £5k +VAT instalments) (6 x £6,000) - To build the initial app. Month 9-10 - £10,000 +VAT (£12,000) - (2 x £5,000 +VAT installments) (2 x £6,000)- To make changes needed based on initial feedback for full launch in month 10. Total development costs = £1,800 + £36,000 + £12,000 = £49,800 Support and maintenance: Month 7-9 - £200 +VAT per month (£240) Month 10-12 - £500 +VAT per month (£600) Month 13 onwards - £1,000 +VAT per month (£1,200)

Rent

Wages (years of working for Cycloan)

Year 1 - May 2020-2021 Run from owner’s home - no rent fees are incurred.

[Appendix 20]

Year 2 - May 2021-2022 150 sq ft space: £50.17 per week plus VAT

Year 3 - May 2022-2023 The third year, Cycloan will move to a 300 sq ft space:

Year 4 and 5 - May 2023-2025 The fourth and fifth year will operate from a 400 sq ft space:

50.17 x 4.34 x 1.2 = £261.29 per month plus a £286.67 deposit in the first month.

£109.5 per week plus VAT 109.5 x 4.34 x 1.2 = £570.28 per month.

£145.50 per week plus VAT 145.5 x 4.34 x 1.2 = £757.76 per month [Appendix 21]

Owner (years from launch) Year 1 - £15,000 (£1000 per month) Year 2 - £24,000 (£1500 per month) Year 3 - £30,000 (£2500 per month) Year 4 and 5 - £36,000 (£3000 per month) Stylist (years from launch) Year 1 - Average junior stylist rate - £18,000 (£1,500 per month) Year 2 - High junior stylist rate - £20,000 (£1,666.67 per month) Year 3 - Low Senior Stylist rate - £23,000 (£1,916.67 per month) Year 4 - Mid range Senior Stylist rate - £26,500 (£2,208.34 per month) Year 5 - High range Senior Stylist - £30,000 (£2,500 per month)

[Appendix 22]

Part-time workers (years from launch) From year 2, part-time staff will be employed to help handle increased sales. As of year 3, at least 1 part-time worker will be available every day. These will be individuals ages 21-24 who have a full driving licence and access to a car meaning they can conduct some of the transportation of goods. They will be paid £7.70 per hour (GOV.UK. 2019). Year 2 June-October: 5-days a week, 4 hours a day £7.70 x 4 x 5 x 4.34 weeks = £668.36 per month

Year 3 June-October: 2 staff, 5-days a week, 5 hours a day £7.70 x 5 x 5 x 4.34 weeks x 2 = £1670.90 per month

Year 4 June-October: 3 staff, 5-days a week, 5 hours a day £7.70 x 5 x 5 x 4.34 weeks x 3 = £2,506.35 per month

Year 5 June-October: 4 staff, 5-days a week, 5 hours a day £7.70 x 5 x 5 x 4.34 weeks x 4 = £3,341.80 per month

November: 3-days a week - 4 hours a day £7.70 x 4 x 3 x 4.34 weeks = £401.02 per month

November: 2 staff, 4-days a week, 5 hours a day £7.70 x 5 x 4 x 4.34 weeks x 2 = £1336.72 per month

November: 2 staff, 5-days a week, 5 hours a day £7.70 x 5 x 5 x 4.34 weeks x 2 = £1670.90 per month

End of forecasts

No part-time staff

December-May: 2 staff, 4-days a week, 3 hours a day £7.70 x 3 x 4 x 4.34 weeks x 2 = £802.03 per month

December-May: 2 staff, 5-days a week, 3 hours a day £7.70 x 3 x 5 x 4.34 weeks x 2 = £1002.54 per month

Travel allowance

Travel allowance has been averaged to equate to £50 per 200 sales each month.

Printing

Printing is required for delivery notes and labels, both to customers and delivery notes. The has been averaged to cost 10p per sale.

Insurance

Business insurance will be needed to include: Public liability - £1,000,000 with excess of £300 Employee liability - £10,000,000 Contents cover - for the value of the highest level of stock owned per year

Year 1: £303.70 Year 2: £391.29 Year 3: £409.57 Year 4: £586.64 Year 5: £650 (Prediction as a specific quote couldn’t be obtained) [Appendix 23]

Accountant fees

£1000 at the end of every year.

Trademark fees

The trademarking of th Cycloan name, logo and pattern will be £200, which will last 10 years before needing to be renewed (GOV.UK. 2019).

Appendix 32 Marketing costs breakdown

1 Free delivery

About 75% of Cycloan’s customers will use the free delivery option to their local post office [Appendix 5; 6; 7]. This previously stated, the Royal Mail 24 service and tracked 24 returns service will be used meaning every sale will incur delivery costs of £6.01 [Appendix 18]

2 Instagram paid adverts

75p-per-click (Karlson 2018) 5000 desired clicks = 5000 x £0.75 = £3,750 (Toal Year 1 budget)

3 Google AdWords

Run for monthly periods during June, July, August, September, December and March, at a consistent rate for the year. Year 1 - 6 x £300 per monthly ad (£1,800 for the year)

Year 1 - £1500 for the festival period and £750 for the other 3 ads run that year (£3,750 for the year) Year 2 - £3000 for the festival period and £1500 for the other 3 ads run that year (£7,500 for the year) Year 3 - £4000 for the festival period and £2000 for the other 3 ads run that year (£10,000 for the year) Year 4 and 5 - £5000 for the festival period and £2500 for the other 3 ads run that year (£12,500 for the year)

£300 monthly budget = 463,896 impressions 6 x 463,896 = 2,783,376 impressions

£300 monthly budget = 1,771.5 estimated clicks 6 x 1,771.5 = 10,629

[Appendix 25]

Year 2 - 6 x £600 per monthly ad (£3,600 for the year) Year 3 - 6 x£800 per monthly ad (£4,800 for the year) Year 4 and 5 - 6 x £1000 per monthly ad (£6,000 for the year) 4 Flyers

Year 1 - 2 festivals targeted 30,000 flyers = £220 [Appendix 26] These shall be purchased in May to ensure they are delivered on time. Travel allowance = £80 1-night stay in Nottingham = £25 Total: £325 (To pay £220 in May, £85 in June) After year 1, staff will be hired to give out flyers at festival. These will be individuals aged 21-24 (making minimum wage £7.70 (GOV.UK 2019)) who will work for of an average of 8 hours a day. Most festivals durations range from 1-4 days, therefore, an average of 2.5 days will be applied as staff will work for everyday of the festival’s opertion. Staff will additionally be given a £10 travel allowance per day. Year 2 5 festivals will be targeted Flyers: 75,000 = £220 x 2.5 = £550 Wages: 5 festivals x 2.5 days x 8hrs a day x £7.70 = £770 Travel allowance: 5 festivals x 2.5 days x £10 = £125 Total= £1445 (To pay £550 in May, £895 in June)

5 Promotional stands

Year 3 10 festivals will be targeted Flyers: 150,000 = £220 x 5 = £1100 Wages: 10 festivals x 2.5 days x 8hrs a day x £7.70 = £1,540 Travel allowance: 10 festivals x 2.5 days x £10 = £250 Total= £2,890 (To pay £1100 in May, £1790 in June)

University of Manchester Welcome Fair 2017 had almost 25,000 visitors over the two days 2.8m x 1.5m stall space 1 DAY / £1,200.00 2 DAYS / £2,200.00 14th and 15th [Appendix 27-A]

Year 4 25 festivals will be targeted Flyers: 375,000 = £220 x 12.5 = £2,750 Wages: 25 festivals x 2.5 days x 8hrs a day x £7.70 = £3850 Travel allowance: 25 festivals x 2.5 days x £10 = £625 Total= £7,225 (To pay £2,750 in May, £4475 in June)

Year 5 40 festivals will be targeted Flyers: 600,000 = £220 x 20 = £4,400 Wages: 40 festivals x 2.5 days x 8hrs a day x £7.70 = £6,160 Travel allowance: 40 festivals x 2.5 days x £10 = £1,000 Total= £11,560 (To pay £4,400 in May, £7,160 in June)

University of Nottingham Estimated footfall 27,500 Standard Stall - 1 Table (4ft x 2ft) + 3 Backing Boards £1,600.00 [Appendix 27-B]

(2 Day)

Stand fees: £2,200 + £1,600 = £3,800 Travel allowance: £150 Accomodation: 1 night in Manchester and 1 night in Nottingham : £50 Total: £4,000

Year 2 5 universities

Year 3 10 universities

Year 4 15 universities

Year 5 20 universities

£4,000 x 2.5 = £10,000

£4,000 x 5 = £20,000

£4,000 x 7.5 = £30,000

£4,000 x 10 = £40,000

Appendix 33 Tax

Cycloan will pay a tax rate of 19% each year (GOV.UK 2019). Taxes must be paid within 9 months of the year close (Bromley 2018) meaning the first tax due for a new business must be paid in month 21. As Cycloan is not profitabe within the first year, the first tax sum paid will be month 33 for its year 2 profits.

Appendix 34 Stock flow forecasts

Forecasts explained: Sales

The total number of sales for the month.

Weekly average (/4.34)

Average number of sales per week. Cycloanâ&#x20AC;&#x2122;s stock level will always remain at least double this figure.

Stock levels needed (x2)

The level of stock required for the month.

Stock levels needed (rounded)

No pieces owned New stock quantity Total no of rents new stock will provide

No of rentals remaining Stock to sell at 20% (to sell month after)

Total number of garments owned during the month (total stock level). New stock needed for the month. This will be purchased in the month prior. Each garment will last 15 wears. This row shows the total number of wears that can be had from the new stock brought in that month (colour corresponds to new stock quantity). From the total number of rents possible, the number of sales has been taken off of the stock available. This has been proportioned as predictions to what collections of stock will sell better for the month (e.g. new festival wear will sell more than occasion wear during summer). (colour corresponds to a new stock quantity and carries throughout the months until all pieces reach the end of their rental life) The number of garments which have reached the end of their rental life. These will be resold in the following month. (colour corresponds to new stock quantity and remaining rents available)

New festival wear range

New occasion wear range

All other colours arenâ&#x20AC;&#x2122;t range specified. They represent replacement stock which may be identical to pieces which have reached the end of their rental life or something new, depending on how garments have sold and what has become/phased out as a trend.

46.08...

750

Stock levels needed (x2)

Stock levels needed (rounded)

No pieces owned

New stock quantity

Total no of rents new stock will provide

Stock to sell at 20% (to sell month after)

650

23.04...

Weekly average (/4.34)

No of rentals remaining

100

Sales

Mar

550

46.08...

23.04...

100

Apr

450

46.08...

23.04...

100

May

237.4

2149.6

2575.2

300

245

245.16...

122.58...

532

Jul

343.8

3000

200

250

245

244.70...

122.35...

531

Jun

1723.2

130.8

300

246

245.62...

122.81...

533

Aug

639.4

697.3

475.5

591.3

696.7

522.6

300

267

266.82...

133.41...

579

Nov

927.9

750

300

279

278.80...

139.40...

605

Oct

1296.8

77.5

750

300

246

245.62...

122.81...

533

Sep

596.8

390.3

224.4

300

223

223.04...

111.52...

484

Dec

200

550.8

344.3

1125

175

146

145.62...

72.81...

316

Jan

519.6

313.1

901.8

175

144

143.77...

71.88...

312

Feb

500.1

293.6

745.8

175

89.86...

44.93...

195

Mar

485.9

279.4

3000

632.2

3000

200

375

65.43...

32.71...

142

Apr

453.8

247.3

2839.5

535.9

375

148

147.92...

73.96...

321

May

517.1

633

2042.6

2274.4

2391.4

104.1

1091

186.2

550

541

540.55...

270.27...

1173

Aug

220

13.5

1670.5

302.1

750

563

539

539.17...

269.58...

1170

Jul

337

130.5

2255.5

419.1

2625

175

550

538

538.24...

269.12...

1168

Jun

643.1

410.2

1615

770.3

79.3

750

550

541

540.55...

270.27...

1173

Sep

Stock to sell at 20% (to sell month after)

2122.6

188

1969.2

1997.4

2124.8

1844

390.5

517.9

425.6

237.1

732

157.6

1114.2

525

495

495.39...

247.69...

1075

Dec

285

12.5

No of rentals remaining

2250

150

587.09...

394.7

2250

Total no of rents new stock will provide

587

625

150

No pieces owned

613

Stock levels needed (rounded)

New stock quantity

587

613.36...

Stock levels needed (x2)

293.54...

306.68...

Weekly average (/4.34)

1274

1331

Nov

Sales

Oct

1837

1724.8

117.9

147.6

1500

100

597

320

320.27...

160.13...

695

Jan

1780.2

1668

90.8

1102.4

490

316

316.12...

158.06...

686

Feb

1737.3

1625.1

47.9

802.1

447

198

197.69...

98.84...

429

Mar

1706.1

1593.9

16.7

4500

583.7

4500

300

716

143

143.77...

71.88...

312

Apr

1637.2

1525

4224.4

308.1

700

325

325.34...

162.67...

706

May

4809.9

5452.2

100

843.8

731.6

3034.3

990

987

986.63...

493.31...

2141

Jul

1272

1159.8

3676.6

6000

400

990

985

984.79...

492.39...

2137

Jun

4165.8

414.4

302.2

2390.2

990

989

989.40...

494.70...

2147

Aug

150

3147.2 1566.7

3634.4 1781.4

4063.8

1617.1

586

1125

1074

1074.19...

537.09...

2331

Nov

2591.5

1316.8

2025

135

1125

1123

1122.58...

561.29...

2436

Oct

3450.3

1960.9

4350

290

990

989

989.40...

494.70...

2147

Sep

300

1177.7

2779.2

513.1

825

790

790.32...

395.16...

1715

Dec

400

268.7

2178.2

2400

3000

200

698

586

586.17...

293.08...

1272

Jan

97.2

1923.8

1199.5

587

578

578.34...

289.17...

1255

Feb

1576.4

377

490

362

361.75...

180.87...

785

Mar

200

1168.4

6000

400

690

263

263.13...

131.56...

571

Apr

940

5529

690

595

595.39...

297.69...

1292

May

Appendix 35 Consent forms

List of illustrations

LIL KIM PURPLE FUR OVERSIZED HOODED COAT (£86) (2018) ELSIE & FRED, Available at: https://www.elsieandfred.com/collections/elsie/products/ lil-kim-purple-fur-oversized-hooded-coat [Accessed 5th April 2019]. Instagram New Logo (Vector) (2016) Wassim, Available at: https://dribbble.com/shots/2722476-Instagram-New-Logo-Vector [Accessed 13th March 2019]. Post box icon vector (n.d.) BrandEPS, Available at: https://www.brandeps.com/icon/P/Post-box-01 [Accessed 13th March 2019].

Google Forms logo, (2019) Google, Available at: https://www.logolynx.com/topic/google+forms [Accessed 19th January 2019].

Conventional heart symbol (2011) Anonymous, Available at: https://en.wikipedia.org/wiki/Heart_(symbol) [Accessed 13th March 2019]. File:Storage icon.svg (2015) PanierAvide, Available at: https://commons.wikimedia.org/wiki/File:Storage_icon.svg [Accessed 13th March 2019]. The thread with a needle icon Tailor and sewing vector image (n.d.) vladvm, Available at: https://www.vectorstock.com/royalty-free-vector/thethread-with-a-needle-icon-tailor-and-sewing-vector-6522301 [Accessed 13th March 2019]. Retro camera icon vector image (n.d.) Cowpland, Available at: https://www.vectorstock.com/royalty-free-vector/retro-camera-icon-vector-13819923 [Accessed 13th March 2019]. Washing machine - laundry service icon vector image (n.d.) iconisa, Available at: https://www.vectorstock.com/royalty-free-vector/washing-machine-laundry-service-icon-vector-18108153 [Accessed 13th March 2019]. Vector - Simple black calendar icon with 15 january date on white (n.d.) Anonymous, Available at: https://www.123rf.com/photo_88618342_ stock-vector-simple-black-calendar-icon-with-15-january-date-on-white.html [Accessed 20th March 2019]. Earth free icon (n.d.) Freepik, Available at: https://www.flaticon.com/free-icon/earth_44386 [Accessed 27th March 2019]. DRAGON TAMER HARNESS SKIRT (n.d.) Jackalope Land, Available at: https://www.dollskill.com/festival-jackalope-land-dragon-tamer-harness-skirt-rainbow.html [Accessed 25th April 2019]. BLUE HEART SKIRT ($165.00) Claudia Pink Jewellry, Available at: https://www.dollskill.com/claudia-pink-jewellry-blue-heart-skirt.html [Accessed 5th April 2019]. Jackalope Land logo (2017) Jackalope Land, Available at: https://www.facebook.com/jackalopeland/photos/a.425055890867157/1563843110321757/?type=1&theater [Accessed 25th April 2019]. SILVER DISCO DRESS (£160.00) (n.d.) Claudia Pink, Available at: https://www.wekoko.com/shop/clothing/dresses/silver-disco-dress.html [Accessed 5th April 2019]. Claudia Pink logo (n.d.) Claudia Pink, Available at: https://www.wekoko.com/marketplace/seller/profile/claudiapink [Accessed 25th April 2019]. TINA GOLD & PINK REVERSIBLE SEQUIN PARTY FLARES (2018) Elsie & Fred, Available at: https://www.elsieandfred.com/collections/elsie/products/ tina-gold-and-pink-sequin-reversible-tiger-print-flares [Acessed 9th March 2019]. Elsie & Fred logo (2019) Elsie & Fred, Available at: https://www.elsieandfred.com [Accessed 7th March 2019]. CRIMSON ISLA PANTS ($110.00) (n.d.) I AM GIA, Available at: https://www.dollskill.com/i-am-gia-crimson-isla-pants.html [Accessed 5th April 2019].

I.AM.GIA logo (n.d.) I.AM.GIA, Available at: https://beetle.email/e/7637123/I-AM-GIA/GIA---PANTS [Accessed 25th April 2019]. FRINGE CHAPS ($250.00) (n.d.) Whatever 21, Available at: https://www.dollskill.com/whatever-21-fringe-chaps.html [Accessed 5th April 2019].

Whatever 21 logo (n.d.) Whatever 21, Available at: https://www.youtube.com/watch?v=RTdiTmyOpZA [Accessed 25th April 2019].

LIQUID SUNSHINE SEQUIN SKIRT N’ BOOTY SHORTS ($85.00) (n.d.) Club Exx, Available at: https://www.dollskill.com/burner-club-exx-sequinmaxi-skirt-booty-shorts-rainbow.html [Accessed 5th April 2019]. Clun Exx logo (2018) Club Exx, Available at: https://www.facebook.com/pg/Club-Exx-176625696317495/videos/ [Accessed 11th April 2019]. ORANGE ZIPPER SHORTIES ($460.00) (n.d.) Nasteski Fashion X Dolls Kill, Available at: https://www.dollskill.com/nasteski-fashion-orange-zipper-shorties.html [Accessed 5th April 2019]. GLAMOROUS BLISS SEQUIN DRESS ($88.00) (n.d.) Glamorous, Available at: https://www.dollskill.com/teal-sequin-long-sleeve-mini-dress.html [Accessed 4th April 2019]. Glamorous logo (n.d.) Glamorous, Available at: https://glamorous.com [Accessed 25th April 2019]. BUTTERCREAM DREAM FURRY COAT ($268.00) (n.d.) J Valentine, Available at: https://www.dollskill.com/j-valentine-faux-fur-retro-patchworkcoat- [Accessed 4th April 2019].

J Valentine logo (n.d.) J Valentine, Available at: https://jvalentine.myshopify.com [Accessed 25th April 2019]. BLUE HEART SKIRT 2 ($165.00) Claudia Pink Jewellry, Available at: https://www.dollskill.com/claudia-pink-jewellry-blue-heart-skirt.html [Accessed 5th April 2019]. BABY DRAGON TAMER HARNESS PANTS ($270.00) (n.d.) Jackalope Land, Available at: https://www.dollskill.com/jackalope-land-baby-dragon-tamer-harness-pants.html [Accessed 5th April 2019]. DISCO SUCKS CHER HALTER (£84.26) (n.d) Save the Parade, Available at: https://www.dollskill.com/save-the-parade-disco-sucks-cher-halter. html [Accessed 11th April 2019]. Refurbished Apple iPhone 6s 16GB, Rose Gold - Unlocked GSM (2019) Walmart, Available at: https://www.walmart.com/ip/Refurbished-AppleiPhone-6s-16GB-Rose-Gold-Unlocked-GSM/723494278 [Accessed 30th April 2019]. Home icon black silhouette isolated on white vector image (n.d.) YuriyC, Available at: https://www.vectorstock.com/royalty-free-vector/ home-icon-black-silhouette-isolated-on-white-vector-20607078 [Accessed 30th April 2019]. User icon male person symbol profile circle vector image (n.d.) tuktukdesign, Available at: https://www.vectorstock.com/royalty-free-vector/ user-icon-male-person-symbol-profile-circle-vector-20910853 [Accessed 27th March2019]. File:Magnifying glass icon.svg (2008) Derferman, Available at: https://en.wikipedia.org/wiki/File:Magnifying_glass_icon.svg [Accessed 4th April 2019]. Barcode (n.d.) Anonymous, Available at: https://www.ebesucher.com/c/shopping-e-commerce/barcode [Accessed 5th April 2019]. Letter icon (n.d.) Muhamad Ulum, Available at: https://www.iconfinder.com/icons/191574/e-mail_email_envelope_letter_mail_message_post_ icon [Accessed 20th March 2019]. Box design on packhelp.com (2019) Emily Kemp via Packhelp, Available at: https://app.packhelp.co.uk/box/design/228196 [Accessed 29th April 2019].

Price tag icon vector image (n.d) Asmati, Available at: https://www.vectorstock.com/royalty-free-vector/price-tag-icon-vector-7207568 [Accessed 27th March 2019]. Stack of clothes (n.d.) Anonymous, Available at: https://www.stockunlimited.com/vector-illustration/stack-of-clothes_1999118.html [Accessed 20th March 2019]. T-shirt icon vector image (n.d.) artizarus, Available at: https://www.vectorstock.com/royalty-free-vector/t-shirt-icon-vector-17120262 [Accessed 27th March 2019]. Garbage truck icon vector image (n.d.) volyk, Available at: https://www.vectorstock.com/royalty-free-vector/garbage-truck-icon-vector-21355339 [Accessed 27th March 2019]. Sequin Lucky Fringe Cape (2018) Topshop, Available at: http://www.topshop.com/en/tsuk/product/sequin-lucky-fringe-cape-7836257?Ntt=festival [Accessed 28th March 2019]. MM6 Silver Sequin Trousers (2018) Urban Outfitters, Available at: https://www.urbanoutfitters.com/en-gb/shop/mm6-silver-sequin-trousers?category=SEARCHRESULTS&color=007 [Accessed 28th March 2019].

ADRIANE SEQUIN LACE PLUNGE JUMPSUIT (2019) PRETTYLITTLETHING, Available at: https://www.prettylittlething.com.au/adriane-sequin-lace-plunge-jumpsuit. html [Accessed 28th March 2019]. orange sequin skinny leg jumpsuit (2018) Missguided, Available at: https://www.missguided.co.uk/orange-sequin-skinny-leg-jumpsuit-10131828 [Accessed 27th March 2019].

PURPLE IRIDESCENT SEQUIN MAXI KIMONO (2018) Jaded London, Available at: https://jadedldn.com/collections/womens-all/products/purple-iridescent-sequin-maxi-kimono [Accessed 9th March 2019]. KIKI PURPLE GLITTER CUT OUT LACE UP PARTY DRESS (2018) Elsie & Fred, Available at:https://www.elsieandfred.com/collections/elsie/products/kiki-purple-glitter-high-neck-party-dress [Accessed 9th March 2019].

Party Crasher Multicolored Fringe Jacket (2019) Nasty Gal, Available at: https://www.nastygal.com/gb/party-crasher-multicolored-fringe-jacket/AGG75949.html [Accessed 28th March 2019].

Glitter bralet (2018) Boohoo, Available at: https://www.boohoo.com/search?q=glitter&sz=80&start=160 [Accessed 28th March 2019]. ASOS DESIGN Gransta rainbow glitter wellies (n.d.) Asos, Available at: https://www.asos.com/asos-design/asos-design-gransta-rainbow-glitter-wellies/ prd/9284393?clr=rainbow-glitter&SearchQuery=&cid=7662&gridcolumn=3&gridrow=3&gridsize=4&pge=1&pgesize=72&totalstyles=176 [Accessed 28th March 2019]. Depop logo.svg (n.d.) Depop, Available at: https://commons.wikimedia.org/wiki/File:Depop_logo.svg [Accessed 9th February 2019].

Girl in gold glitter (2019) The Gypsy Shrine, Available at: https://www.thegypsyshrine.com [Accessed 28th March 2019]. Depop logo.svg (n.d.) Depop, Available at: https://commons.wikimedia.org/wiki/File:Depop_logo.svg [Accessed 9th February 2019].

Asos marketplace logo (n.d.) Asos, Available at: https://www.ashleysummer.co/ashleysummer-co-x-asos-marketplace/ [Accessed 12th February 2019]. Oxfam logo (n.d.) Oxfam, Available at: http://logok.org/oxfam-logo/oxfam-logo-new/ [Accessed 12th February 2019]. Hirestreet logo (2019) Hirestreet, Available at: https://www.hirestreetuk.com [Accessed 12th February 2019]. Wear the Walk logo (2019) Wear the Walk, Available at: https://www.wearthewalk.co.uk/product-category/designers/hannah-brabon/ [Accessed 12th February 2019]. Front Row logo (n.d.) Available at: https://frontrow.uk.com [Accessed 9th February 2019]. Oprent logo (2019) Oprent, Available at: https://twitter.com/oprent [Accessed 12th February 2019]. Chic by Choice logo (2019) Chic by Choice, Available at: http://www.femalefounderfridays.com/theinterviews/2014/8/5/interview-1-filipa-neto-chic-by-choice [Accessed 12th February 2019]. Armarium logo (2019) Armarium, Available at: https://www.prnewswire.com/news-releases/armarium-to-join-forces-with-net-a-porter-300335776.html [Accessed 12th February 2019]. Girl Meets Dress.com (n.d.) Girl Meets Dress.com, Available at: https://www.girlmeetsdress.com [Accessed 9th February 2019]. Wild thing logo (2018) Wild Thing, Available at: https://traveliciousdee.wordpress.com/2013/07/19/all-things-food-lets-cool-off-with-a-wild-thing/ [Accessed 14th March 2019]. We Koko logo (2018) We Koko, Available at: https://www.wekoko.com [Accessed 12th Mach 2019]. eBay logo (2012) eBay, Available at: https://en.wikipedia.org/wiki/File:EBay_logo.svg [Accessed 12th February 2019]. Etsy logo (2018) Etsy, Available at: https://drinkinghornmeadery.com/drinking-horns/etsy-app-logo-design-icon/ [Accessed 7th March 2019]. Missguided logo (2018) Missguided, Available at: http://dry.uk.com/work/missguided-logo [Accessed 7th March 2019]. PrettyLittleThing logo (2018) PrettylLittleThing, Available at:http://www.customerserviceguru.co.uk/pretty-little-thing/ [Accessed 7th March 2019]. Urban Outfitters logo (2018) Urban Outfitters, Available at: http://customerservices.reviews/urban-outfitter-contact/ [Accessed 7th March 2019]. Topshop logo (2018) Topshop, Availale at: https://freebiesupply.com/logos/topshop-logo/ [Accessed 7th March 2019]. asos logo (2018) asos, Available at: https://pathwayctm.com/companies/asos/asos-logo/ [Accessed 7th March 2019]. River Island logo (2018) River Island, Available at: https://www.youtube.com/channel/UCD_BuhpAuZRYFGh87VDblfA [Accessed 7th March 2019]. Zara logo (2019) Zara, Available at: https://www.dezeen.com/2019/02/04/zara-logo-controversial-rebrand-baron-baron/ [Accssed 7th March 2019].

Dolls kill logo (n.d.) Dolls Kill, Available at: https://www.youtube.com/user/dollskill [Accessed 8th April 2019]. Coco doll (n.d.) Dollskill, Available at: https://www.dollskill.com/dolls.html [Accessed 8th April 2019].

Kandi doll (n.d.) Dollskill, Available at: https://www.dollskill.com/dolls.html [Accessed 8th April 2019]. Darby doll (n.d.) Dollskill, Available at: https://www.dollskill.com/dolls.html [Accessed 8th April 2019].

Mia doll (n.d.) Dollskill, Available at: https://www.dollskill.com/dolls.html [Accessed 8th April 2019]. The trio behind Gen Z shopping community Depop (2018) Drapers, Available at: https://www.drapersonline.com/people/the-drapers-interview/ the-trio-behind-gen-z-shopping-community-depop/7032662.article [Accessed 1st May 2019]. Isolated factory icon industry element can vector image (n.d.) GreatVectorEl, Available at: https://www.vectorstock.com/royalty-free-vector/ isolated-factory-icon-industry-element-can-vector-17484184 [Accessed 27th April 2019]. Missguided blazer & skirt in blue check co-ord (2018) Missguided, Available at: https://www.asos.com/missguided/missguided-blazer-skirtin-blue-check-co-ord/grp/23187?clr=blue&SearchQuery=&cid=19632&gridcolumn=3&gridrow=8&gridsize=4&pge=1&pgesize=72&totalstyles=922 [Accessed 18th April 2019]. TALL GREY CHECKED BLAZER (n.d.) Pretty Little Thing, Available at: https://www.prettylittlething.com/tall-grey-checked-blazer.html [Accessed 18th April 2019].

Violet Check Suit (n.d.) Free People, Available at: https://www.freepeople.com/uk/shop/violet-check-suit/?category=sets&color=016 [Accessed 18th April 2019].

Luxury Tweed Jacket And Mini Skirt Co Ordinate (n.d.) Lucy Sparks, Available at: https://www.silkfred.com/boutiques/lucy-sparks/clothing/luxury-tweed-jacket-and-mini-skirt-co-ordinate [Accessed 30th MArch 2019].

Attendee at Strawberry music festival (2019) WGSN, Available at: https://www.wgsn.com/content/board_viewer/#/80739/page/10 [Accessed 18th April 2019].

COBALT BLUE MENS SEQUIN LEGGINGS | SPARKLENUTS (£85) (n.d.) Sparklebutt, Available at: https://sparklebutt.co.uk/collections/sparklenuts/ products/mens-sequin-leggings-blue-silver [Accessed 2nd April 2019]. Attendee at Coachella festival (2019) WGSN, Available at: https://www.wgsn.com/content/board_viewer/#/80739/page/10 [Accessed 18th April 2019].

Male - Blue Mens Toilet Sign Clipart (n.d.) Anonymous, Available at: https://www.pinclipart.com/pindetail/xTbxm_male-blue-mens-toilet-signclipart/ [Accessed 27th April 2019]. Airplane icon (n.d.) PavelS, Available at: https://www.vectorstock.com/royalty-free-vector/airplane-icon-plane-sign-vector-22346493 [Accessed 18th April 2019]. Printable Blank Map of the UK (n.d.) Printable-maps, Available at: http://www.daviddoughty.co.uk/2018/11/13/outline-map-uk/ [Accessed 18th April 2019]. Maslow’s Hierarchy of Needs, (1943) Abraham Maslow, Available at: https://www.simplypsychology.org/maslow.html [Accessed 13th December 2018]. ‘21 Of The Hottest Female Fashions For Your Next Rave Or Festival’ (n.d.) Girls at festival, Available at: http://sharejunkies.com/21-of-the-hottest-female-fashions-for-your-next-rave-or-festival/11/ [Accessed 24th April 2019].

Where the Wild Things are (2015) Gobinder Jhitta, Available at: http://photos.secretgardenparty.com/2015/9e85b666-3386-11e5-a722aee5d44592c4 [Accessed 24th April 2019].

Plant breathing mask (n.d.) Anonymous, Available at: http://wheretoget.it/look/2416069 [Accessed 24th April 2019].

Leigh Woods (2018) Leigh Woods, Available at: https://www.instagram.com/p/BrxRZeMjBbE/ [Accessed 22nd April 2019]. Eastern Electrics (2018) Grace Stutter, Available at: https://www.instagram.com/p/BrgOeLtHSIj/ [Accessed 22nd April 2019]. Instagram post with blossoms (2019) Leigh Woods, Available at: https://www.instagram.com/p/BwCHv_ADCyg/ [Accessed 22nd April 2019].

Paradiso Ibiza Art Hotel (2018) Leigh Woods, Available at: https://www.instagram.com/p/BrSWfUKj1st/ [Accessed 22nd April 2019]. Tonight Josephine (2019) Leigh Woods, Available at: https://www.instagram.com/p/BvhXX4GD-HE/ [Accessed 22nd April 2019].

Libertine (2019) Grace Stutter, Available at: https://www.instagram.com/p/But8AeznVsl/ [Accessed 22nd April 2019].

Makeup (2019) Leigh Woods, Available at: https://www.instagram.com/p/BwT-AnTjO4h/ [Accessed 22nd April 2019].

Close up Instagram post (2018) Leigh Woods, Available at: https://www.instagram.com/p/BqfAzQfjSu_/ [Accessed 22nd April 2019].

Girls in Ibiza (2018) Leigh Woods, Available at: https://www.instagram.com/p/BoNIzD4jkhe/ [Accessed 22nd April 2019].

#babesofmissguided (2019) Leigh Woods, Available at: https://www.instagram.com/p/BwRl106DHeF/ [Accessed 22nd April 2019].

Batiste - Dry Shampoo Original - 200ml (n.d.) Batiste, Available at: https://www.amazon.co.uk/Batiste-Dry-Shampoo-Original-200ml/dp/ B008D5HAHU [Accessed 22nd April 2019].

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Ayat Cotton Women’s Smocked Waist Harem Hippie Trousers Boho Palazzo Bohemian Pants Good for Party Holiday Yoga (n.d.) Ayat, Available at: https://www.amazon.com/Ayat-Smocked-Trousers-Palazzo-Bohemian/dp/B07HP9KZZR [Accessed 23rd April 2019].

BOHO HIPPY SLING BAG HIPPIE BEACH HANDBAG SHOULDER FESTIVAL RETRO FLOWER LOOK Par Deal Especial (n.d.) Deal Especial, Available at: https://www.amazon.co.uk/HANDBAG-SHOULDER-FESTIVAL-Deal-Especial/dp/B0797VDPPW [Accessed 23rd April 2019].

CUSTOM RAINBOW FLUFFY SMILEY COAT - PART 3 (n.d.) That New Label, Available at: https://thatnewlabel.com/products/custom-rainbow-fluffysmiley-coat-1 [Accessed 23rd April 2019]. Chunky glitter (n.d.) Festival Face, Available at: https://www.beautybay.com/p/festival-face/chunky-glitter/ [Accessed 23rd April 2019].

Girls in glitter silver (n.d) Dolls Kill, Available at: https://www.racked.com/2017/8/21/16169226/dolls-kill-clothing-festival-style [Accessed 8th April 2019].

DEERSTALKER YELLOW FAUX FUR BOMBER JACKET (2018) Elsie & Fred, Available at: https://www.elsieandfred.com/collections/elsie/products/ yellow-fur-bomber-jacket-with-panther-embellishment [Accessed 9th March 2019].

MERBAE MYSTICISM SEQUIN COAT 1 ($125.00) (n.d.) Club Exx, Available at: https://www.dollskill.com/burner-club-exx-reverse-sequin-hoodedcoat-green-blue.html [Accessed 5th April 2019].

MERBAE MYSTICISM SEQUIN COAT 2 ($125.00) (n.d.) Club Exx, Available at: https://www.dollskill.com/burner-club-exx-reverse-sequin-hoodedcoat-green-blue.html [Accessed 5th April 2019].

MERBAE MYSTICISM SEQUIN COAT 3 ($125.00) (n.d.) Club Exx, Available at: https://www.dollskill.com/burner-club-exx-reverse-sequin-hoodedcoat-green-blue.html [Accessed 5th April 2019].

MERBAE MYSTICISM SEQUIN COAT 4 ($125.00) (n.d.) Club Exx, Available at: https://www.dollskill.com/burner-club-exx-reverse-sequin-hoodedcoat-green-blue.html [Accessed 5th April 2019].

MERBAE MYSTICISM SEQUIN COAT 5 ($125.00) (n.d.) Club Exx, Available at: https://www.dollskill.com/burner-club-exx-reverse-sequin-hoodedcoat-green-blue.html [Accessed 5th April 2019]. The Wunderlist Calendar App (2016) Wunderlist, Available at: https://www.wunderlist.com/blog/introducing-the-wunderlist-calendar-app-for-outlook-on-iphone-ipad-android/ [Accessed 12th April 2019]. Space rocket launch flat icon vector image (n.d.) ahasoft, Available at: https://www.vectorstock.com/royalty-free-vector/space-rocket-launchflat-icon-vector-17603011 [Accessed 13th April 2019].

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Cog-icon-black.svg (2015) Verdy_p, Available at: https://commons.wikimedia.org/wiki/File:Cog-icon-black.svg [Accessed 13th April 2019].

Birthday Free Icon (n.d.) OnlineWebFonts.Com, Available at: https://www.onlinewebfonts.com/icon/401303 [Accessed 13th April 2019].

Girls going out (n.d.) imagenesmi.com, Available at: https://imagenesmi.com/imรกgenes/girls-going-out-fa.html [Accessed 13th April 2019].

ATHENA BRA ($135.00) (n.d.) EastnWest, Available at: https://www.dollskill.com/eastnwest-athena-bra.html [Accessed 1st May 2019].

FELICIA ZEBRA REVERSIBLE ANIMAL PRINT SEQUIN MINI DRESS (2018) Elsie & Fred, Available at: https://www.elsieandfred.com/collections/ elsie/products/felicia-reversible-animal-print-sequin-mini-dress [Accessed 9th March 2019].

FELICIA ZEBRA REVERSIBLE ANIMAL PRINT SEQUIN MINI DRESS 2 (2018) Elsie & Fred, Available at: https://www.elsieandfred.com/collections/ elsie/products/felicia-reversible-animal-print-sequin-mini-dress [Accessed 9th March 2019]. Group of Business People Icon (2014) Stephanie Jagiello, Available at: https://creativemarket.com/sjagiello/119304-Group-of-Business-People-Icon [Accessed 26th April 2019]. Calendar, Symbo (n.d.) Videk, Available at: https://www.kisspng.com/png-solar-calendar-symbol-computer-icons-encapsulated-876699/ [Accessed 25th April 2019].

phone icon (2016) 007NATALIIA, Available at: https://creativemarket.com/007NATALIIA/980040-phone-icon [Accessed 25th April 2019].

Image from summer shoot (2019) KoKoMo.Design

Smiling Face with Heart-Eyes (n.d.) Anonymous, Available at: https://www.iemoji.com/view/emoji/6/smileys-people/smiling-face-with-hearteyes [Accessed 11th April 2019]. Google AdWords mock up (2019). Google [online] Available at: https://ads.google.com/aw/campaigns/new/express?campaignId=1774672299&ocid=323859560&step=cbdg&euid=330078393&__u=1012420657&uscid=323859560&__c=8842566440&authuser=0 Google AdWords mock up 2 (2019). Google [online] Available at: https://ads.google.com/aw/campaigns/new/express?campaignId=1774672299&ocid=323859560&step=cbdg&euid=330078393&__u=1012420657&uscid=323859560&__c=8842566440&authuser=0 Detonate logo (2019) Detonate festival, Available at: https://www.dropbox.com/s/n46pt41r0l3afuf/Screenshot%202019-03-25%20 21.25.31.png?dl=0 [Accessed 25th March 2019]. Parklife logo 2019 (2019) Parklife, Available at: https://www.facebook.com/parklifefestival/photos /a.432709674429/10157080339494430/?type=1&theater [Accessed 2nd April 2019]. The University of Manchester logo (n.d.) The University of Manchester, Available at: https://www.staffnet.manchester.ac.uk/brand/ visual-identity/logo/sub-brand-logos/ [Accessed 24th March 2019]. The University of Nottingham logo (2017) The University of Nottingham,Available at: https://thelioncard.com/five-things-new-studentsneed-to-know-about-nottingham/nottingham-logo/ [Accessed 24th March 2019]. Girl in black fishnet dress (n.d.) Dollskill, Available at: https://www.racked.com/2017/8/21/16169226/dolls-kill-clothing-festival-style [Accessed 8th April 2019].

Appendix images Ages of people at festivals (2018) UK Festival Awards & Conference, Available at: https://www.festivalawards.com/wp-content/uploads/2018/08/UK-Festival-Market-Report-2017.pdf [Accessed 13th March 2019].

Amount spent before each festival (excluding ticket) (2018) UK Festival Awards & Conference, Available at: https://www.festivalawards. com/wp-content/uploads/2018/08/UK-Festival-Market-Report-2017.pdf [Accessed 13th March 2019]. How many gigs and festivals were attended (2018) UK Festival Awards & Conference, Available at: https://www.festivalawards.com/ wp-content/uploads/2018/08/UK-Festival-Market-Report-2017.pdf [Accessed 13th March 2019].

Age pyramid for England 2017 (2018) Offie for National Statistics, Available at: https://www.ons.gov.uk/peoplepopulationandcommunity/ populationandmigration/populationestimates/articles/overviewoftheukpopulation/november2018 [Accessed 18th March 2019].

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Easistore - Self Storage. (2019). Get a Self Storage Quote & Reserve Online - Easistore. [online] Available at: https://www.easistore.co.uk/ choose-a-size?step=3&tool=Business&location=Crawley [Accessed 1 Apr. 2019].

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AXA. (2019). Business insurance. [online] Available at: https://secure.axainsurance.com/Sales/CommercialLines/AXACommercialDirect/AXA/CommercialDirect/Standard/Desktop/Quote/gettingStarted [Accessed 15 Apr. 2019].

Google AdWords costing (2019). Google [online] Available at: https://ads.google.com/aw/campaigns/new/express?campaignId=1774672299&ocid=323859560&step=cbdg&euid=330078393&__u=1012420657&uscid=323859560&__c=8842566440&authuser=0

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Saxoprint.co.uk. (2019). Order flyers online - Calculate flyer prices ∙ SAXOPRINT. [online] Available at: https://www.saxoprint.co.uk/ shop/flyers.aspx [Accessed 19 Apr. 2019]. Vistaprint.co.uk. (2019). Vistaprint. [online] Available at: https://www.vistaprint.co.uk/lpt/flyers-cat-marquee-slider-2?mk=print+flyers&ad=e&crtv=170813236558&device=c&psloc=9046399&pstid=kwd-558024568&psite=mkwid%7cdgb8sWcZ&pscid=16443554&psagid=4102064826&psint=&psfid=&psnet=g&pspos=1t1&psp1=£14.99&psp2=25%25&psaceid=&gclid=EAIaIQobChMIhrWq793c4QIVCLXtCh1qYA2zEAAYASAAEgJ2G_D_BwE&couponAutoload=1&GP=04%2f19%2f2019+14%3a11%3a15&GPS=5364812017 &GNF=1&rd=1 [Accessed 19 Apr. 2019]. Tradeprint.co.uk. (2019). Flyer & Leaflet Printing Services | Tradeprint. [online] Available at: https://www.tradeprint.co.uk/flyers-and-leaflets/flyers-exp?Material=170gsmArtPaperSilkFinish&Quantity=30000&Service=Saver [Accessed 19 Apr. 2019]. instantprint. (2019). Online Business Card Printing and Flyer Printing. [online] Available at: https://www.instantprint.co.uk/flyers-leaflets/ a5#!?lamination=no&size=a5&paper=recycled&sided=double&rangesizeq=0 [Accessed 19 Apr. 2019].

Helloprint.co.uk. (2019). Cheap Flyer Printing & Advertising, Only the Best Deals at Helloprint. [online] Available at: https://www.helloprint. co.uk/flyers-a5-135g-135gsilk-bothsides-30000-days5#final [Accessed 19 Apr. 2019].

University of Manchester Commercial Welcome Fair rates (2019) Th1rt3en Media, Available at: http://www.thirteenmedia.co.uk/wp-content/uploads/2017/06/TH-University-of-Manchester-Students-Union-Freshers-Media-Pack-2019.pdf [Accessed 20 Apr. 2019].

University of Nottingham Student’s Union (2019). Welcome Week marketing activities. University of Nottingham.

Animal Hair logo (2013) Anna Mulhearn, Available at: https://www.etsy.com/uk/shop/Animalhairstuff?ref=pr2018_faveshops [Accessed 7th March 2019]. Madwag logo (n.d.) Madwag clothing, Available at: https://madwagclothing.com [Accessed 19th March 2019]. Mamadoux logo (n.d.) Mamadoux, Available at: https://www.mamadoux.com [Accessed19th March 2019]. Elsie & Fred logo (2019) Elsie & Fred, Available at: https://www.elsieandfred.com [Accessed 7th March 2019]. Bohemian Vixen logo (n.d.) Bohemian Vixen, Available at: http://www.bohemianvixen.com [Accessed 19th March 2019]. Flare Street logo (n.d.) Flare Street, Available at: https://www.flarestreet.com [Accessed 19th March 2019]. Kokomo design logo (n.d.) Kokomo Design, Available at: https://www.kokomo.design [Accessed 22nd March 2019]. Jacksons Fashion (n.d.) Jackson Fashion, Available at: https://www.jacksonsfashionliverpool.com [Accessed 19th March 2019]. Lucky Stardust logo (2015) Kristina, Available at: https://www.etsy.com/uk/shop/LuckyStardust?ref=condensed_trust_header_icon_items [Accessed 19th March 2019]. Loonigans logo (n.d.) Loongians, Available at: https://loonigans.com [Accessed 20th March 2019]. Feathers & Thread logo, (2016) Feathers and Thread, Available at: https://www.etsy.com/uk/shop/feathersandthreaduk [Accessed 23rd March 2019].

Tirade13 logo (n.d.) Tirade13, Available at: https://twitter.com/tirade13 [Accessed 20th April 2019].

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Statista. (2019). Topic: Second-hand retail in the United Kingdom (UK). [online] Available at: https://www.statista.com/topics/4593/second-hand-retail-inthe-united-kingdom-uk/ [Accessed 24 Mar. 2019]. Stevens, M. (2019). Energy-Saving Tumble Drying Tips - Which?. [online] Which?. Available at: https://www.which.co.uk/reviews/tumble-dryers/article/ energy-saving-tumble-drying-tips [Accessed 3 Mar. 2019]. Sustainable Brands. (2019). To Market Sustainability, Focus on What Consumers Love, Not What They Hate. [online] Available at: https://sustainablebrands.com/read/marketing-and-comms/to-market-sustainability-focus-on-what-consumers-love-not-what-they-hate [Accessed 8 Feb. 2019]. Sweeny, G. (2015). Fast Fashion Is the Second Dirtiest Industry in the World, Next to Big Oil. [online] Eco-Watch. Available at: https://www. ecowatch.com/fast-fashion-is-the-second-dirtiest-industry-in-the-world-next-to-big--1882083445.html [Accessed 23 Oct. 2018]. Symons, D. (2016). Five Reasons Why Businesses Should Be Building Circular Economy into Strategy. [online] WSPglobal. Available at: https://www.wsp. com/en-GB/insights/five-reasons-why-businesses-should-be-building-circular-economy-into-strategy [Accessed 26 Oct. 2018]. Thefuturelaboratory.com. (2019). Sustainability Futures : In-house presentation. [online] Available at: https://www.thefuturelaboratory.com/ sustainability-futures-in-house-presentation?utm_campaign=Sustainability%20Futures%202017&utm_source=hs_email&utm_medium=email&_ hsenc=p2ANqtz-8_xsB3zNKZnP4gm5TYhoXG69x5DJndUVuJ1R1aKdKp0L7IkqwLMZhXd2VFy_GxWdol2YuK&__hstc=114727448.74382a25da4db54abf6fe644099 af863.1554162449200.1554162449200.1554162449200.1&__hssc=114727448.23.1554162449200&__hsfp=3373277872 [Accessed 2 Apr. 2019]. Theironingboardderby.co.uk. (2019). Ironing and Laundry Services Derbyshire | Commercial Laundry Service Derby, Derbyshire. [online] Available at: https://www.theironingboardderby.co.uk/ironing-laundry-services-derbyshire.php [Accessed 30 Mar. 2019]. The University of Manchester. (2019). Key dates at The University of Manchester. [online] Available at: https://www.manchester.ac.uk/discover/keydates/ [Accessed 14 Apr. 2019]. The Warehouse Studios (2019). North West Budget Studio Hire. [online] Budget Studio Hire. Available at: https://budgetstudiohire.co.uk [Accessed 29 Mar. 2019]. Tradeprint.co.uk. (2019). Flyer & Leaflet Printing Services | Tradeprint. [online] Available at: https://www.tradeprint.co.uk/flyers-and-leaflets/flyers-exp?Material=170gsmArtPaperSilkFinish&Quantity=30000&Service=Saver [Accessed 19 Apr. 2019]. TRAID. (2019). Home - TRAID. [online] Available at: https://www.traid.org.uk [Accessed 24 Mar. 2019]. Transpack.co.uk. (2019). Clear NatureFlex Bags & Compostable, Biodegradable Packaging. [online] Available at: https://www.transpack.co.uk/bags/cellophane-bags/compostable-biodegradable-clear-bags [Accessed 1 Apr. 2019]. trendone.com. (2019). Mega-Trend: Individualisation. [online] Available at: https://www.trendone.com/en/trend-universe/mega-trends/mega-trend-detail/individualisation.html [Accessed 2 Apr. 2019]. Ukfestivalguides.com. (2019). UK Festival Guides - Attend the Best Music Festivals in the UK. [online] Available at: https://www.ukfestivalguides.com [Accessed 3 Apr. 2019]. University of Brighton. (2019). Term dates. [online] Available at: https://www.brighton.ac.uk/about-us/news-and-events/term-dates/index.aspx [Accessed 14 Apr. 2019]. University of Bristol. (2019). Dates | About the University | University of Bristol. [online] Available at: http://www.bris.ac.uk/university/dates/ [Accessed 14 Apr. 2019]. University of Nottingham. (2019). Key dates. [online] Available at: https://www.nottingham.ac.uk/about/keydates/#InductionWeek [Accessed 14 Apr. 2019]. University of Portsmouth. (2019). Key dates. [online] Available at: https://www.port.ac.uk/about-us/key-dates [Accessed 14 Apr. 2019]. Virgin Start Up Loans - Support and Advice to Start Your Own Business. (2016). Why running an intu pop-up is great for your business. [online] Available at: https://www.virginstartup.org/how-to/why-running-intu-pop-great-your-business [Accessed 12 Apr. 2019]. Vistaprint.co.uk. (2019). Vistaprint. [online] Available at: https://www.vistaprint.co.uk/lpt/flyers-cat-marquee-slider-2?mk=print+flyers&ad=e&crtv=170813236558&device=c&psloc=9046399&pstid=kwd-558024568&psite=mkwid%7cdgb8sWcZ&pscid=16443554&psagid=4102064826&psint=&psfid=&psnet=g&pspos=1t1&psp1=£14.99&psp2=25%25&psaceid=&gclid=EAIaIQobChMIhrWq793c4QIVCLXtCh1qYA2zEAAYASAAEgJ2G_D_BwE&couponAutoload=1&GP= 04%2f19%2f2019+14%3a11%3a15&GPS=5364812017&GNF=1&rd=1 [Accessed 19 Apr. 2019]. Wear the Walk - Your Revolving Wardrobe. (2019). Wear the Walk - your revolving wardrobe - Wear the Walk - Your Revolving Wardrobe. [online] Available at: https://www.wearthewalk.co.uk [Accessed 10 Feb. 2019]. Wekoko.com. (2019). Festival Fashion, Festival Clothing & Festival Outfits Marketplace | WE KOKO. [online] Available at: https://www.wekoko.com [Accessed 7 Mar. 2019]. Worldpopulationreview.com. (2019). United Kingdom Population 2019. [online] Available at: http://worldpopulationreview.com/countries/united-kingdom-population/ [Accessed 18 Mar. 2019]. Wrap.org.uk. (2019). Clothing | WRAP UK. [online] Available at: http://www.wrap.org.uk/content/clothing-waste-prevention [Accessed 3 Mar. 2019].

Mobile apps • • •

Depop (Version 2.39).[Mobile App]. [Accessed 10th February 2019]. Freqky on Depop (Version 2.39). [Mobile App]. [Accessed 27th February 2019]. Vinted.co.uk (Version 8.26.16).[Mobile App]. [Accessed 10th February 2019].

Talks / Presentations • • • •

Fletcher, K. (2019). The Craft of Use and other stores of change. Hess, S. (2011). TEDxSF - Millennials: Who They Are & Why We Hate Them. [video] Available at: https://www.youtube.com/watch?v=P-enHH-r_FM [Accessed 23 Apr. 2019]. Impression and Status Social (2019). Digital Marketing 360 - PPC & Social Media. IPSOS Mori (2017). Millennial Myths and Realities. [video] Available at: https://www.youtube.com/watch?time_continue=14&v=HXpphKU9vHQ [Accessed 23 Apr. 2019].

Press release • • •

Mintel Press Team (2015). MUSIC CONCERTS AND FESTIVALS MARKET IS STAR PERFORMER IN THE UK LEISURE INDUSTRY AS SALES GROW BY 45% IN 5 YEARS. [online] Available at: https://www.mintel.com/press-centre/leisure/music-concerts-and-festivals-market-is-star-performer-in-the-uk-leisure-industry-as-sales-grow-by-45-in-5-years [Accessed 7 Mar. 2019]. Nielson (2014). GLOBAL CONSUMERS EMBRACE THE SHARE ECONOMY. [online] Available at: https://www.nielsen.com/kw/en/press-room/2014/global-consumers-embrace-the-share-economy.html [Accessed 24 Mar. 2019]. Nielson (2015). RECOMMENDATIONS FROM FRIENDS REMAIN MOST CREDIBLE FORM OF ADVERTISING AMONG CONSUMERS; BRANDED WEBSITES ARE THE SECOND-HIGHEST-RATED FORM. [online] Available at: https://www.nielsen.com/eu/en/press-room/2015/recommendations-from-friends-remain-most-credible-form-of-advertising.html [Accessed 10 Apr. 2019].

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Blogs • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

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Andrus, A. (2017). How to Make Money at Google AdWords: Predicting ROI. [Blog] Disruptive Advertising. Available at: https://www.disruptiveadvertising. com/adwords/google-adwords-predicting-roi/ [Accessed 13 Apr. 2019]. Bestor, S. (2018). Pop-up Statistics: Findings From Analyzing 2 Billion Pop-up Examples. [Blog] Sumo. Available at: https://sumo.com/stories/pop-up-statistics [Accessed 14 Apr. 2019]. Betts, A. (2014). The UK and US digital markets: consumer culture, differences and commonality. [Blog] Econsultancy. Available at: https://econsultancy. com/the-uk-and-us-digital-markets-consumer-culture-differences-and-commonality/ [Accessed 30 Apr. 2019]. Chaffey, D. (2019). How do you compare? 2019 email marketing statistics compilation. [Blog] Smart Insights. Available at: https://www.smartinsights. com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/ [Accessed 14 Apr. 2019]. Cole, S. (2018). Why the Love Island & Missguided partnership was a multichannel triumph. [Blog] Econsultancy. Available at: https://econsultancy.com/ why-the-love-island-missguided-partnership-was-a-multichannel-triumph/ [Accessed 27 Mar. 2019]. Duvetdaysclothing (2019). [Blog] freqky_. https://www.instagram.com/duvetdaysclothing/ [Accessed 27 Feb. 2019]. Elliott, N. (2015). How Does Your Brand Stack Up On Facebook, Twitter, And Instagram?. [Blog] Forrester. Available at: https://go.forrester.com/blogs/1509-15-how_does_your_brand_stack_up_on_facebook_twitter_and_instagram/ [Accessed 10 Apr. 2019]. Eventbrite (n.d.). Understanding Festival Fans: New Research Reveals Who the Most Valuable Fans Are. [Blog] Eventbrite blog. Available at: https:// www.eventbrite.co.uk/blog/academy/festival-super-fans/ [Accessed 13 Mar. 2019]. Eventbrite (2018). An Introduction To The UK Event Industry In Numbers. [Blog] Eventbrite blog. Available at: https://www.eventbrite.co.uk/blog/academy/uk-event-industry-in-numbers-ds00/ [Accessed 13 Mar. 2019]. FESTIVAL FASHION SURVEY. (2015). [Blog] Retail Assist. Available at: https://retail-assist.co.uk/festival-fashion-survey/ [Accessed 7 Mar. 2019]. Freqky (2019). [Blog] freqky_. Available at: https://www.instagram.com/freqky_/ [Accessed 27 Feb. 2019]. Gilliland, N. (2017). 10 inspiring ecommerce lookbooks that encourage sales. [Blog] Econsultancy. Available at: https://econsultancy.com/10-inspiring-ecommerce-lookbooks-that-encourage-sales/ [Accessed 10 Apr. 2019]. glow by NPower (2019). Ever wondered how much your appliances cost to run?. [Blog] NPower. Available at: https://www.npower.com/blog/2013/02/01/ how-much-appliances-cost-to-run/ [Accessed 3 Mar. 2019]. Gotter, A. (2018). The 30 Instagram Statistics You Need to Know in 2018. [Blog] AdEspresso by Hootsuite. Available at: https://adespresso.com/blog/instagram-statistics/ [Accessed 14 Apr. 2019]. How to Start Online Dress Rental Business – Business Model and Website Features. (2018). [Blog] Fatbit. Available at: https://www.fatbit.com/fab/ launch-designer-dress-rental-portal-with-top-website-features/ [Accessed 28 Mar. 2019]. Insaneintherain (2019). [Blog] insaneintherain. Available at: https://www.instagram.com/insaneintherain/ [Accessed 27 Feb. 2019]. Jahshan, E. (2019). Missguided to shut London store less than 3 years after opening. [Blog] Retail Gazette. Available at: https://www.retailgazette.co.uk/ blog/2019/01/missguided-shut-london-store-less-3-years-opening/ [Accessed 27 Mar. 2019]. Karlson, K. (2018). INSTAGRAM ADS COST IN 2019 – COMPLETE UP-TO-DATE GUIDE. [Blog] Advertise. Grow.. Available at: https://karolakarlson.com/instagram-ads-cost-and-bidding/ [Accessed 10 Apr. 2019]. klarnacom (2018). Increase sales with a mobile-friendly store and payment solution. [Blog] Klarna Knowledge. Available at: https://www.klarna.com/ knowledge/articles/increase-sales-with-a-mobile-friendly-store-and-payment-solution/ [Accessed 3 Apr. 2019]. Ladyjanebristol (2019). [Blog] ladyjanebristol. Available at: https://www.instagram.com/ladyjanebristol/[Accessed 27 Feb. 2019]. Laja, P. (2017). Useful Value Proposition Examples (and How to Create a Good One). [Blog] ConversionXL. Available at: https://conversionxl.com/blog/ value-proposition-examples-how-to-create/ [Accessed 18 Apr. 2019]. Patel, N. (n.d.). The Secret Formula of a 13.11X ROI Google AdWords Campaign. [Blog] Neil Patel. Available at: https://neilpatel.com/blog/formula-of-a-google-adwords-campaign/ [Accessed 13 Apr. 2019]. Patel, S. (2017). How to Use Instagram to Drive Mobile App Downloads. [Blog] Linktexting.com. Available at: http://blog.linktexting.com/use-instagram-drive-mobile-app-downloads/ [Accessed 10 Apr. 2019]. Understanding Festival Fans: New Research Reveals Who the Most Valuable Fans Are. (n.d.). [Blog] Eventbrite blog. Available at: https://www.eventbrite. co.uk/blog/academy/festival-super-fans/ [Accessed 13 Mar. 2019]. Smith, K. (2019). 47 Incredible Instagram Statistics. [Blog] Brand Watch. Available at: https://www.brandwatch.com/blog/instagram-stats/ [Accessed 19 Apr. 2019]. Smith, L. (2019). How Much Do Instagram Ads Cost? Plus 8 Tips for Saving Money. [Blog] WordStream. Available at: https://www.wordstream.com/blog/ ws/2017/06/05/instagram-ads-cost [Accessed 10 Apr. 2019]. Tagiev, R. (n.d.). How to Promote Mobile Apps: An App Marketing Guide. [Blog] Yalantis. Available at: https://yalantis.com/blog/how-to-promote-mobileapps-an-app-marketing-guide/ [Accessed 11 Apr. 2019]. The 30 Wears Campaign. (2016). [Blog] The Sustainable Edit. Available at: http://www.thesustainableedit.com/the-30-wears-campaign/ [Accessed 5 Apr. 2019]. The Complete 52 Week Event Communication Plan. (n.d.). [Blog] eventbrite Blog. Available at: https://www.eventbrite.co.uk/blog/academy/the-complete-52-week-event-communication-plan/?utm_source=marketo&utm_medium=em&utm_campaign=uk_2017_ibnn_1&mkt_tok=eyJpIjoiTWpoak1ESTFabVEwTjJabSIsInQiOiJwZE9qZ3ZpdGY5TlJcL2lKNFhUdFE3MzcxeW5BZGJ2TytyV0NEZnAxUm1xYXVBZ0tvaGdqSVRTNHJpd1JUbkpNcW1EMHVMZmxGZkFMQ0ZSUzk1UDFCNXJnNGpiMkV1NFdPXC9QSVlKUkdoWUVKaEg1ZnVETkhwd1JRZlZjSElRMmJsIn0%3D [Accessed 31 Mar. 2019]. Tiongson, J. (2015). Mobile app marketing insights: How consumers really find and use your apps. [Blog] Thinking With Google. Available at: https:// www.thinkwithgoogle.com/consumer-insights/mobile-app-marketing-insights/ [Accessed 11 Apr. 2019]. van Elven, M. (2018). What do Millennials and Generation Z consumers want from retailers?. [Blog] Fashion United. Available at: https://fashionunited. uk/news/business/what-do-millennials-and-generation-z-consumers-want-from-retailers/2018060730094 [Accessed 8 Mar. 2019]. Wlosik, M. (2018). What Is Search Advertising and How Does It Work?. [Blog] Clearcode. Available at: https://clearcode.cc/blog/what-is-search-advertising/ [Accessed 11 Apr. 2019].

Exhibitions •

Fashioned From Nature (2019) [Exhibition]. Victoria and Albert Museum, London. 21 April 2018- 27 January 2019.

Government publication •

Environmental Audit (2019). Fixing fashion: clothing consumption and sustainability. www.parliment.uk

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PDFs • • • • • • •

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A Guide To Our Pricing. (2019). Parcelforce Worldwide. Bristol SU (2019). Bristol SU MEDIA PACK 2019. Bristol, UK. Business Price Guide. (2017). Royal Mail. Business Price Guide. (2018). [ebook] Royal Mail. Available at: https://www.royalmail.com/sites/default/files/Royal--Mail-business-price-guidemar-2018--47398001.pdf [Accessed 1 Apr. 2019]. End the chaos! (2018). Brexit and the Fashion Industry. [ebook] End the chaos!. Available at: https://endthechaos.co.uk/wp-content/uploads/2018/12/ Fashion_Brexit_Document.pdf [Accessed 27 Apr. 2019]. Klarna : Slice it in 3. (2019). London: Klarna. Available at: https://www.klarna.com/uk/wp-content/uploads/sites/11/2018/10/KLA-_Slice-it-in-3.pdf [Accessed 2 Apr. 2019]. Manchester Metropolitan SU (2018). Media Pack 2018/19. [ebook] Manchester, UK: MANCHESTER METROPOLITAN UNIVERSITY STUDENTS’ UNION. Available at: https://nusdigital.s3-eu-west-1.amazonaws.com/document/documents/44769/a2f77dc87ff244b5fd3ceea22a962bfa/2018_The_Union_media_pack_MCR. pdf?AWSAccessKeyId=ASIA4ZNQXZBZOTU37ZXP&Expires=1555777942&Signature=9ZMMSijtVOWb0XkNX%2BtTS0uAdKo%3D&x-amz-security-token=AgoJb3JpZ2luX2VjEJn%2F%2F%2F%2F%2F%2F%2F%2F%2F%2FwEaCWV1LXdlc3QtMSJHMEUCIBAnEQ0qA6RBh%2FZCJRGskDFjnYZN1L7LtvmnztET25HtAiEA6xBeKwaAssw4soR3zi%2F0ZFZq3q35zl9SMesnsowkj%2FQq2gMIchAAGgw4NzkyMjgzNDAzMzgiDJIwtM1vkfBCeyftriq3Azuy7yTDmrCwU8cRnWFTSNOvEJOPGfb9xVggDIuPU6HwRh7UN9014h%2F9uli1UEmtbqedJBrwJkcr3gwQ25HAgxuQy3XZpFzBDGnTRPD9atHvk3UCBTRz8SN0znXl%2BmCWn%2BzI5LdUf8o2lQ%2BreBj9v3A%2Bs5GzNYLEMlcK8xs6Elvv6%2B%2B1Hmz8MHZM1x7MoQSZAQU96rRkg%2FKZ%2Bs%2FBgtYoknlwI8avRo%2ByToz6M5XgCwsowpyCJlZOuqQmzK3fXqvgAOvATNKWu8gAJYjsPphZOz5UUKRpBD%2FwgmMzOFnTH0XeNpvQJHgHs%2BaeWGlAq7ZXO59Wgz0wwjV5PiJFttoCL0XL3UoCWDsJAzssdswjMwJaii6on3LMHDh3Ikpp1uZsH1%2BnqZTXYubSb7ZC4GJeNHvBnGPOmBgox0ByqliiLcMDO9KNlVNfZGLiOdbWPACwkAtRI0mdsVMTu%2BZxxwdOz0WCUTs8MzsVrOl5lOxjDjkXB4OmlVLCplQM19Y%2Fj6TczUkoCVcfTKZOB95%2BguTLE0yFrq9YjrAQGViisujcX%2FQzZWwh7eICi%2FvKvs7iK9eh7FOpZRnZxrIwsrPr5QU6tAF7r5UTXeQKi5%2FqwDLPxfeB0Wa8%2B6W9nC6ogQhoK4JgFOoMh1USqRs3hP7XiXjL1cXrjK%2BgGxZixK4%2Fnx2T7luAnpquvPMFXRxafi3Hh%2BBPRePrxfaW4LSIQaPnYnB1%2BpCn3Ww8Rg%2Fmxzq0lf4wxzv2L7GMuDtgZWen778o%2F2QG2QKGid6%2BNVq%2Bj8XIjFNnZx5i9gjnLF%2B1myHvrWFss1rBjvZSihwLSDkFn6UURW%2BG3hWVVXQ%3D [Accessed 20 Apr. 2019]. pwc (2007). Guide to key performance indicators. PricewaterhouseCoopers LLP. Available at: https://www.pwc.com/gx/en/audit-services/corporate-reporting/assets/pdfs/uk_kpi_guide.pdf [Accessed 3 Apr. 2019]. Th1rt3en Media (2019). WELCOME WEEK MEDIA PACK 2019. [ebook] Manchester, UK: University of Manchester SU. Available at: http://www.thirteenmedia.co.uk/wp-content/uploads/2017/06/TH-University-of-Manchester-Students-Union-Freshers-Media-Pack-2019.pdf [Accessed 20 Apr. 2019]. University of Nottingham SU (2017). MEDIA Guide Advertising & Sponsorship. [ebook] Available at: https://www.su.nottingham.ac.uk/pageassets/advertise-with-us/Media-Pack-Print_Digitial.pdf [Accessed 20 Apr. 2019]. University of Nottingham Student’s Union (2019). Welcome Week marketing activities. University of Nottingham. University of Southampton (2010). University of Southampton term dates 2010 to 2020 v4.xls. [ebook] Southampton. Available at: https://www.southampton.ac.uk/assets/imported/transforms/content-block/UsefulDownloads_Download/A4EE46BFA84746158B25E5CD179BE5DE/term-dates-201020.pdf [Accessed 14 Apr. 2019].

Podcasts •

Hyman, J. (2018). Rent The Runway: Jenn Hyman. [podcast] How I Built This with Guy Raz. Available at: https://www.stitcher.com/podcast/national-public-radio/how-i-built-this/e/51037589 [Accessed 30 Apr. 2019].

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