Sunspel Live Project - Marketing and Communications Plan

SUNSPEL Launch into China Marketing and Communication strategy plan Emily Lindsay N0733170 3,86 2 words

contents

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Ethics Clause Introduction Methodology Aims

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1.Where Are We Now? Brand Overview Market Health Brand History Core competencies Mission Statement SWOT Analysis PESTLE Analysis

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2.Where Do We Want To Get To? Competitor Analysis SMART Objectives Year 1 Communication Strategy

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Year 2 Year 3 Implementation Timeline Budgeting and Finance Measure and Review

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References Bibliography Image references Appendix

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ethics clause

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project.

Signed:

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introduction

Marketing is one of the core components to a successful brand / business. It is how brands are perceived by the world, and when done right, it can revolutionise a brand for life.

The main body of this essay focuses on a three year marketing strategy for the British clothing brand Sunspel, incorporating in a one year tactical communication plan.

The main focus of the plan will be how to successfully immerse the brand into the Chinese market and launch a store in China.

The report will feature a thorough situational analysis of the brand, as well as in-depth secondary research of the current market health. Primary research will be highlighted and referenced throughout the essay to aid / support opinions and secondary research findings.

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methodology

For primary research, a survey monkey questionnaire of 130 participants was conducted in order to find out about brand awareness and perception, as well as consumer buying behaviour within premium retail.

From this research, both quantitative and qualitative data was collected. Collecting and analysing this data allowed for it to be supported by secondary data and research to back suggestions throughout the essay.

For secondary research data was collected from a number of online resources, such as Business of Fashion, Forbes, WGSN, Mintel and Euromonitor, as well as Sunspel’s own website and their social media.

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55%

8%

of respondents said that they would buy luxury basic wear from Ralph Lauren.

of respondents said that they had heard of the brand.

71%

48%

of respondents said that they associate quality with the term ‘luxury’.

of respondents said that they are very likely and likely to buy from a sustainable brand.

SECONDARY

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CONSUMER TRENDS

MARKET ANALYSIS

BRAND RESEARCH

MINTEL

BOF

SUNSPEL

EUROMONITOR

MINTEL

FORBES

WGSN

COMPETITORS WEBSITES

COMPANIES HOUSE

aims

To determine viable online channels that create brand awareness of Sunspel.

To create a Sunspel x James Bond collaboration that will boost international brand awareness and increase sales.

To heavily incorporate sustainability into the brands core values.

To successfully immerse the brand into the Chinese market, as well as launching a second Flagship store.

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1. where are we now?

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brand overview Sunspel is best known as British heritage clothing brand, selling high quality and timeless wardrobe essentials.

It was first established in 186 0 by founder Thomas Hill, who then took sole control of the brand in 1891. The brand initially sold both men and women’s underwear made from merino, woollen, silk and cotton materials.

The brand has now expanded internationally with 12 stores globally, and is looking to expand further into China. Sunspel also has 29 countries stocking their products, with 90% of garments being menswear and 10% womenswear.

The brand made a 9.9% increase in turnover from 2017, growing turnover from £9.6 m to £10.5m. The average stock level also increased by £1m in 2018, as well as the stock turn also increasing by 9.8% (Sunspel Limited, 2018). Sunspel.com has a monthly web traffic of 155,952 visitors. Out of these visitor, 82,875 came from Organic search, 52,36 2 from direct links while 9,898 are referrals (globaldatabase, 2018).

The brands current target demographic are both male and female 25-55+ year olds of middle class. The brand needs to focus on reaching the whole demographic rather than one age group. Bain & Co say millennials and Generation Z will account for 45% of the luxury market by 2025, so focusing on these are just as important as the rest.

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market health

As people are being exposed every day to a constant barrage of fake news and alt facts, it’s becoming hard to know what, and who, to trust.

Trust is an increasingly important purchase driver, with WGSN Barometer, which surveys 200,000 global consumers annually, finding that consumer spending correlates highly with brands that are seen as being trusted by consumers (Marian, 2019).

Consumers want brands that won’t just sell them products, but one that they can put trust into and build consumer loyalty with. Sunspel need to follow the marketing strategy by rooting the brands history and heritage into it in order to build up consumer loyalty.

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“the sobering reality is that the more time spent in the store, the more interaction a customer has with an associate, the greater their propensity to spend.� (Marian, 2019).

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brand history

1820 - Sunspel’s founder, Thomas Hill was born 186 0 - The Sunspel brand was first established 1898 - Thomas A Hill Ltd made ‘ahead of it time’ underwear for both men and women, using expensive fabrics such as silk, woollen, marino and cotton materials.

1912 - The brand made some of the worlds first T-shirts, made out of Sea Island Cotton.

1937 - The sunspel main factory moved from Nottingham to Long Eaton, where it still is today. The factory current produces 6 5,000 T-shirts a year.

1947 - The original British Boxer Short was designed by Sunspel.

1955 - Sunspel is recognised as one of the worlds leading underwear brands (Sunspel, 2018).

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1985 - The original boxer shorts are immortalised in the iconic Levi’s 501 campaign.

2006 - Daniel Craig aka James Bond wore the Sunspel iconic polo and T-Shirts in Casino Royale.

2010 - JW Anderson becomes appointed the new creative director, and the brands first standalone store opens in Red Church St London.

2011 - A second store opens in Old Compton St, Soho, London, and Sunspel womenswear is relaunched.

2012-2015 - A further 3 stores are opened in London, Nottinghill Gate, Jermyn St and Chiltern St. 2016 - The first European store opens in Berlin and a flagship store is opened in Aoyama, Tokyo.

2018 - Sunspel’s first US store is opened in SoHo, New York City.

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core competencies

1. Brand character - discerning, British, contemporary 2. Differentiators, what makes Sunspel different to it’s competitors? - Heritage, unique fabric and icon products 3. Foundations of the brand - Exceptional quality: fabric, design, make, provenance

Core products: T-shirts, polo shirts, loopback jumpers and knitwear.

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mission statements

Understated quality.

Redefining quality basics.

Refined elegance.

Great quality wardrobe essentials.

Timelessly understated British style.

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SWOT analysis STRENGTHS Design: Sunspel have a unique selling point of founding and using ‘Sea Island Cotton’. It is the only brand within the premium market recognised as using it within their garments.

The products high price points also prove desirable to those consumers wanting to purchase higher end, premium quality products. They know the price will match the quality.

Multiple channels: The brand sells products through a number of channels; concessions such as boutique stores, upscale department stores such as Selfridges and Harrods, and the brands own brick and mortar store as well as online.

This gives customers a broad access to purchasing Sunspel products.

Innovation: fabrics founded and still used by Sunspel such as the Q14 cellular cotton with ‘innovative seaming’ (within the boxer shorts). Unlike many premium products brands, 6 5,000 cotton T-shirts are made at the Long Eaton, England factory each year. Emphasising the distinctive British heritage of the brand and it’s values.

Unique: Unique selling points of the brand consist of the lack of season, trend led fast fashion pieces. The brand holds a distinctive design with the sea island cotton T-Shirts and Q14 cellular cotton underwear, as well as they way their T-shirts are hand cut and made in the UK.

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WEAKNESSES Micro trends: The lack of prominent trends could be the cause of a smaller target consumer, as many consumers want fast fashion that is easily accessible.

Seasonal led garments are more prominent within the women wear of Sunspel. However, fast fashion is not the direction Sunspel want to go in, so whilst it is a weakness of the brand, in the long run it can be seen as a differentiation of the brand compared to competitors.

E-commerce: The lack of Sunspel’s online presence from their website and social media could be affecting their potential consumer pool. Due to it being such a large part of society through modern technology Sunspel need to up their online presence in order to stay on track and keep up with fellow competitors / premium brands in the market.

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OPPORTUNITIES Sustainability: Given the long lasting nature of Sunspel products, this makes them sustainable & eco friendly.

There are currently concerns in some quarters that throw away fashion items are damaging the environment.

However, the use of recycled / sustainable packaging would help innovate the brand further. Data collected from primary research questionnaire found that 34% of respondents are more likely to buy an expensive product if it’s packaging is more environmentally-friendly than its competitor’s product, 15% very likely and 11% extremely likely. As mentioned by the brand, Sunspel are heavily considering re-launching their underwear packing as it hasn’t changed in many year. This would mean reducing or completely removing plastic from the packaging and having only recyclable and sustainable materials.

Increasing demand of premium products: Current consumer trends show that the improving lifestyle of consumers and rising disposable income is leading to a higher demand of luxury and premium products; especially within the fashion sector.

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THREATS Competitors: Naturally, the threat of bigger, wealthy brands come into competition with Sunspel as the brand grows internationally. With one of Sunspel’s core competencies being understated quality, the brand should avoid mass product etc in order to keep to it’s foundations and core essence. Accepting they will never be at the very top of the market because of this, but to push independence as one of their selling points.

Branding: Due to Sunspel’s target audience being 20-55+, the brand is catering to their design, colour, and style preferences, whilst other brands may be targeting younger demographics. Bain & Co stated millennials and Generation Z will account for 45% of the luxury market by 2025. This could cause lack of sales compared to competitors, such as Ralph Lauren who’s target audience is much larger with the kidswear line.

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PESTLE analysis

P

POLITICAL

Issues associated with Brexit pose a threat to the brand due to potential delays on imports and exports, fluctuating exchange rates and the risk of reduced customer spending (Sunspel, 2018).

The current trade war between the USA & China with tariffs being imposed on imported goods could indirectly affect the brand.

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E

ECONOMIC

Macro economic factors such as inflation rates from Brexit and interest rates could affect the brand in the near future, as well as micro economic factors.

Providing that the worlds economic activity doesn’t decline, Sunspel shouldn’t be threatened by the loss of sales from a lack of consumer spending.

If anything, the increase of disposable income should bring in sales for the brand especially with Chinese consumers.

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SOCIAL

Market trends and changing lifestyles such a Veganism and sustainability could affect the brand, creating a real opportunity for them, e.g. a vegan faux leather collection, more sustainable plastic free packaging etc.

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TECHNOLOGICAL

The potential threat of Sunspel’s competitors using similar, innovative fabrics and materials in their garments, such as Q14 cotton and sea island cotton could cause an issue for brand, as their unique fabrics really set the brand apart from its competitors. It is one of their main unique selling points and to lose that would cause a real threat to the brands essence and future.

The impact on cost structure in the textile and apparel clothing industry could affect Sunspel in the near future, especially with the brand expanding into China which could potently lead to an increase in garment production and factories (Fern Fort University, 2019).

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LEGAL

ENVIRONMENTAL

Sunspel should continue to make sure that their workers wages (especially within the production factories) are fair, as well as ethical working conditions.

Laws regulating environment pollution could impact the product of certain garments within certain countries where they are produced. With Sunspel having a small factory in Long Eaton, England, this would not be too much of an issue for the brand.

Sunspel will need to consider how to go about importing stock and products through China, potentially considering a factory.

However, this could affect the brands image and heritage as it is well known for producing garments within the UK.

Sunspel should continue with their ethical sourcing of fabrics and materials in order to keep their unique and instance design. This gives the brand the upper hand regarding environment issues in comparison to their competitors.

2. where do we want to get to?

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competitor analysis Sunspel’s main competitors include the likes of other luxury ‘wardrobe staple’ brands such as Paul Smith, GAP, Ralph Lauren, All Saints and COS. All have similar target consumers and price points, as well as similar brand values such as quality and craftsmanship.

ICONIC

MASS MARKET

EXCLUSIVE

UNDERSTATED

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SMART objectives 1st year: - To build brand awareness by 30%, measured by Sunspel’s following on social media and website traffic. This will be done by B2C touch points in order to boost customer involvement with the brand.

- To increase both in-store and online conversion rates to 15%. This will be achieved by the brand following the recommended marketing strategies such as guerrilla marketing and brand ambassadors.

2nd year: - Increased web traffic / monthly visitors by 35% within the second year of the marketing strategy.

- To increase sales within China by 15% through the launch of the James Bond x Sunspel collection, and the pop-up stores in Shanghai and Beijing.

3rd year: - Too increase sales in China by a further 20% by the end of the year through the Levi 501 x Sunspel ad remake and the launch of the 2nd Flagship store in Beijing.

- Increased click and collect into the Beijing store to increase click and collect in Sunspel stores worldwide.

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comms strategy - year 1 Year one of the communication and marketing strategy will largely focus on building brand awareness predominately within the UK and China. Sunspel should focus on above the line marketing through social media (WeChat, Facebook, Instagram), website improvements and collaborations with appropriate social media influencers / endorsing brand ambassadors.

As found from primary research, current consumer awareness of the brand was at 8%, so building brand awareness in the UK is key in order for Sunspel to successfully launch into China. The brand should also consider below the line marketing, such as ‘mild’ guerrilla marketing and print advertisements in luxury fashion magazines such as GQ, Vogue, and Monocle.

Whilst a large part of Sunspel’s target audience are millennials / young adults (25-35), a large part are also an older demographic (50+) which presents a challenge for the brand when marketing through social media, as the majority of Generation X and baby boomers don’t use social media as frequently as millennials. Baby boomers share almost 20 percent more of Facebook than any other demographic (Jezer-Morton, 2017).

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ABOVE THE LINE Social media - Video adverts on Sunspel’s Facebook, Instagram and WeChat accounts that are also advertised throughout the apps and users feeds, as well as sponsoring certain videos appropriate to consumer preferences and data. All mobile data will be video by 2021 as more people than ever are watching mobile videos (Facebook, 2018). It has been predicted that there will be 6 .4 million 55- to 6 5-year-old-plus regular Facebook users this year (Sweney, 2018). This is a small but key part in boosting brand awareness and perception as it’s a simple way of putting across the brands essence to such a mass pool of consumers.

As for Instagram, Sunspel should consider using brand ambassadors to promote not only the brands products but also the brands British heritage, history and core values. This allows consumers to hear the brands story personally from influencers they know and trust rather from the brand directly; building brand awareness but also potential consumer loyalty.

Jordan Bunker will act as one of the main brand ambassadors throughout the 3 year marketing plan, as he has a large following from Chinese and East Asian users as well as being the child of a Chinese mother and English father (Leydolph, 2018). He has also worked with large fashion brands such as River Island and Lacoste, as well as previously working indirectly with Sunspel; receiving free products from the brand to sample. With his knowledge of the brand, he would be an influential and effective brand ambassador; reaching both UK and Chinese consumers to tell Sunspel’s story to build a relationship with their target consumers.

Other brand ambassadors included Freddie Harrel, Lucy Williams and Carl Thompson (@hawkinsandshepard), all of who are also up and coming British influencers.

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ABOVE THE LINE SOCIAL MEDIA Video adverts on Sunspel’s Facebook, Instagram and WeChat accounts that are also advertised throughout the apps and users feeds, as well as sponsoring certain videos appropriate to consumer preferences and data. All mobile data will be video by 2021 as more people than ever are watching mobile videos (Facebook, 2018). It has been predicted that there will be 6 .4 million 55- to 6 5-year-old-plus regular Facebook users this year (Sweney, 2018). This is a small but key part in boosting brand awareness and perception as it’s a simple way of putting across the brands essence to such a mass pool of consumers.

As for Instagram, Sunspel should consider using brand ambassadors to promote not only the brands products but also the brands British heritage, history and core values. This allows consumers to hear the brands story personally from influencers they know and trust rather from the brand directly; building brand awareness but also potential consumer loyalty.

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@jordanbunker Jordan Bunker will act as one of the main brand ambassadors throughout the 3 year marketing plan, as he has a large following from Chinese and East Asian users as well as being the child of a Chinese mother and English father (Leydolph, 2018). He has also worked with large fashion brands such as River Island and Lacoste, as well as previously working indirectly with Sunspel; receiving free products from the brand to sample. With his knowledge of the brand, he would be an influential and effective brand ambassador; reaching both UK and Chinese consumers to tell Sunspel’s story to build a relationship with their target consumers.

Other brand ambassadors included Freddie Harrel, Lucy Williams and Carl Thompson (@hawkinsandshepard), all of who are also up and coming British influencers.

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Not only should the brand use these social media platforms for building brand awareness but also for e-commerce sales, focusing mainly on B2C touch points to build a more personal relationship with consumers. E-commerce was one of the the top 5 industries on Facebook throughout 2018 (socialbakers, 2018). However, one of Sunpel’s main challenges is that social media sites such as Instagram and Facebook are banned in China and cannot be accessed by many consumers. This is why the brand should also us WeChat and Weibo to ensure their marketing reaches Chinese consumers.

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WEBSITE AND COMMUNICATIONS IMPROVEMENTS: The brand should consider some key changes to their website and emails to consumers. It was found that 70% of shoppers abandon their carts when online shopping, but 75% of people who abandon usually plan to come back. By sending customers who abandoned reminder emails to checkout, customers are 6 0% more likely to make a purchase within 24 hours of receiving personalised emails (optinmonster, 2019). Sunspel should use this simple and cheap strategy to boost sales within the first year of their marketing plan.

For their website, Sunspel should consider a monthly style edit, featuring potential new products, how to style garments for different occasions, personal style suggestions based on customers previous purchases, as well as any upcoming news or announcements from the brand.

This would be sent at the start of every month to current shoppers that have an account with Sunspel, containing a one-click link to launch the edit on the website allowing customers to avoid the hassle of searching through the website to find it.

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EXAMPLE

Sunspel’s original bestseller, the sea Island cotton T-Shirts.

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BELOW THE LINE Whilst a large part of Sunspel’s communication is technology based, using below the line marketing can be just as effective.

MILD GUERRILLA MARKETING Sunspel have previously mentioned that they want to switch up their marketing strategies and venture into something more contemporary, such as guerrilla marketing.

For the mild guerrilla marketing, large life-sized Sunspel classic sea island cotton T-Shirts will be printed as a billboard posters, and mounted on the sides of buildings, outdoor walls, etc. The billboard posters should be placed strategically in large cities, in places that they will be seen. Cities include the main UK ones such as London, Manchester, Birmingham, Liverpool, Newcastle, Cardiff, Edinburgh, Durham, Dublin. Sunspel should expand this guerrilla marketing internationally to cites such as New York, Shanghai, Beijing, Paris, Berlin, after the initial launch of the posters in the UK. If successful, the guerrilla marketing has the potential to go viral on social media sites such as twitter, facebook as well as Instagram which will also boost awareness. This strategy is very cost effective and uses the network effect of the Internet so that the marketing messages can be reached mass audience rapidly and effectively. However, naturally, challenges come from high risk communication marketing; it often works slowly. Results won’t be instant and recognition won’t happen over night (Mandour, 2014). Sunspel should use the initial launch of the posters in the UK as a feeler; and if successful, to then launch them internationally.

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MAGAZINE PRINT ADVERTS As part of Sunspel’s below the line marketing strategy they should also consider page advertising in luxury magazines such as GQ, Vogue, and Monocle. This reaches both male and female consumers of the brands target demographic, and conveys the more traditional, elegant and refined side of the brand. The magazine features would just advertise the Sunspel and the clothes, like many other luxury fashion brands do, allowing the brand to tell the consumer a story through strategic visuals.

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JAMES BOND X SUNSPEL Alongside completing the communication plan for the first year of their marketing strategy, the brand should start to design and produce the garments for the limited edition James Bond x Sunspel collection ready for the launch in February 2020. The launch of the collection will be coinciding with the release of the 25th Bond film.

AN EVENING WITH SUNSPEL EVENT Sunspel should also hold an influencer event “An evening with Sunspel” around May time during the first year.

Invitees include Sunspel’s brand ambassadors, as well as other British influencers. The event is solely to promote the brand and announced the partnership with the chosen brand ambassadors. The event will be held in Sunspel’s Red Church St store in London to save costs on hiring out a venue and for ease of garment and stock transportation.

It will be held from 4pm in the afternoon till 9pm in the evening, and will feature garment personalisation stations, e.g. initialling a Sunspel Sea Island Cotton T-Shirt; as well as live music, catering and sample products of new stock.

The event will hope to raise brand awareness through the promotion of the event from influencers as well as press and other celebrities.

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year 2 Throughout the second year of Sunspel’s marketing strategy, the brand should have successfully increased brand awareness by 30% within the UK from the first year, and should be on track for a 20% increase in sales by the end of the second.

JAMES BOND X SUNSPEL One of the main strategies for Sunspel’s second year in the release of their James Bond x Sunspel collection inline with the launch of the new Bond film to be released on 14th February 2020. Due to it being the 25th Bond film, it not only increases brand awareness for Sunspel, but also celebrates 25 years of Bond by commemorating it with a limited edition, capsule collection with a heritage, traditionally British, luxury clothing brand.

The collaboration is complimentary to all things British and should hopefully create a real buzz in the luxury clothing industry. The brand previously brought out a collaborative collection with the author of the Bond books Ian Flemming, which was very successful for Sunspel.

However, as the brand is focusing on launching into China the brand needs to focus adapting and appealing to Chinese consumers needs and lifestyle. Whilst China is very pop culture heavy, it is unlikely the release of a second Ian Flemming collection in China would be successful.

Chinese consumers would respond better to a collection named James Bond as they already have associations with the name.

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POP-UP STORES In the second year Sunspel should also launch two pop-up store events in China, one in Shanghai and the other in Beijing. This is a good way for the brand to further increase brand awareness and to also increase sales in China before the flagship store launch in 2021. The pop-up stores should be held in vacant retail spaces and should mirror the Sunspel stores in London to convey the brands British heritage; keeping the brands image consistent and cohesive. The pop-ups should take place 2 months apart from each other to build momentum and excitement from the first one to the second. The popups should only hold key pieces from Sunspel’s core collection, as well as limited products from the James bond x Sunspel collection to create an exclusive and luxury buzz around the products and the brand.

FOOTFALL RESEARCH The brand should also conduct footfall research in Beijing throughout the second year in order to find the most effective location to launch their second Flagship store. The location shouldn’t be in a heavily tourist area but a happy medium; similar to of those stores in London.

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year 3 LEVI X SUNSPEL AD REMAKE At the start of the third year Sunspel should have successfully increased brand awareness and sales in China and should be ready for a successfully launch of their second flagship store in Beijing. To further further promote the brand, they should consider doing a remake of the original 1985 Levi 501 campaign that features Sunspel’s boxers. A revamp of the iconic campaign would bring attention to both brands as well as the boxer shorts and jeans advertised. The ad would feature a Chinese male model in the remake opposed to the British one in the original; appealing to the Chinese consumer demographic. It also appeals to Sunspel’s older demographic, as many of sunspel’s currently target consumers (40-55+) would likely still remember the original add, further pushing Sunspel’s timeless and traditional, yet still contemporary brand essence.

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SECOND FLAGSHIP STORE OPENING Towards the end of the third year, as previously mentioned the brand should be full ready to launch their second Flagship store in Beijing. A week before the public opening of the store, the brand should hold a second influencer event in the store.

Invites should include Sunspel’s brand ambassadors and other Chinese influencers, as well as press from high end online and print magazines, as well as reports to further push publicity.

SUSTAINABILITY RESEARCH Following a successful store opening, the brand can focus on changing packaging such as removing plastic to become a more consistently sustainable brand; conducting further research.

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implementation timeline Magazine print ads

Ambassador partnerships

Influencer event in London store Abandonment emails 2020

2019

Social media marketing

Mild guerrilla marketing WeChat and Weibo account activation James Bond x Sunspel planning and production

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Sustainable packaging research Pop-up stores in Beijing and Shanghai, China

Beijing store preview event

Beijing store build begins

2021

James Bond x Sunspel launch in line with film premier Footfall research in Beijing for store location

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Levi 501 x Sunspel ad remake

Second flagship store opening in Beijing, China

budgeting and finance The following budgeting and finance was to show the figures for one event. The event budgeted for was the influencer event in the 1st year of the comms strategy plan; ‘An evening with Sunspel’. Extra, one off costs were taken into account, and subtracted from the cost of sales and revenue to find the overall turnover from the event.

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measure and review In summary, the luxury fashion market is set to change with new and emerging brands using innovative technologies and communications to appeal to and retain customers. Despite the brand Sunspel having solid unique selling points, good key performance indicators and effective core competencies, the brand needs to put into place an innovative strategy to attract consumers and build brand awareness for a successful launch into the Chinese market.

If the brand was to follow the marketing strategy plan by using B2C touch points, collaborating with James Bond and Levi’s, it will increase brand awareness with positive and refined brand perception. Consumers will also feel a stronger connection from the strategic marketing of the brand heritage and history, which will eventually increase brand loyalty and sales.

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image references Sunspel twitter logo (2019) [online.] Available at: https://twitter.com/Sunspel?ref_ src=twsrc%5Eappleosx%7Ctwcamp%5Esafari%7Ctwgr%5Eprofile [Accessed 10th Dec 2018] Sunspel New York store exterior (2017) [online.] Available at: https://www.drapersonline.com/ news/sunspel-to-open-first-us-store/7031787.article [Accessed 11th Dec 2018]

Sunspel vintage dress (2018) [online.] Available at: https://www.ignant.com/2017/01/19/sunspelfactory-visit/ [Accessed 3rd Jan 2019]

Sunspel Long Eaton office (2018) [online.] Available at: https://www.ignant.com/2017/01/19/ sunspel-factory-visit/ [Accessed 3rd Jan 2019]

Sunspel factory vintage scissors (2018) [online.] Available at: https://www.ignant. com/2017/01/19/sunspel-factory-visit/ [Accessed 3rd Jan 2019]

Sunspel vintage garments (2018) [online.] Available at: https://www.ignant.com/2017/01/19/ sunspel-factory-visit/ [Accessed 3rd Jan 2019]

Sunspel factory sewing machine (2018) [online.] Available at: https://www.ignant. com/2017/01/19/sunspel-factory-visit/ [Accessed 3rd Jan 2019]

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Sunspel factory photography wall (2018) [online.] Available at: https://www.ignant. com/2017/01/19/sunspel-factory-visit/ [Accessed 3rd Jan 2019]

Sunspel vintage magazine (2019) [online.] Available at: https://www.sunspel.com/uk/ [Accessed 9th Jan 2019]

Sunspel vintage papers (2019) [online.] Available at: https://www.sunspel.com/uk/ [Accessed 9th Jan 2019]

Sunspel original cotton T-Shirt (2019) [online.] Available at: https://www.sunspel.com/uk/ [Accessed 9th Jan 2019]

Sunspel first factory (2019) [online.] Available at: https://www.sunspel.com/uk/ [Accessed 9th Jan 2019]

Sunspel founder Thomas Hill (2019) [online.] Available at: https://www.sunspel.com/uk/ [Accessed 9th Jan 2019]

Sunspel original Nottingham factory drawing (2019) [online.] Available at: https://www. sunspel.com/uk/ [Accessed 9th Jan 2019]

Sunspel old photographs (2019) [online.] Available at: https://www.sunspel.com/uk/ [Accessed 9th Jan 2019]

Sunspel vintage original T-shirt white (2018) [online.] Available at: https://www.ignant. com/2017/01/19/sunspel-factory-visit/ [Accessed 3rd Jan 2019]

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Sunspel factory sowing labels (2018) [online.] Available at: https://www. ignant.com/2017/01/19/sunspel-factory-visit/ [Accessed 3rd Jan 2019]

Ralph Lauren logo (2019) [online.] Available at: https://1000logos.net/ralph-lauren-logo/ [Accessed 14th Jan 2019]

ICONIC

All Saints logo (2019) [online.] https://www.premiumoutlets.com/outlet/orlando-vineland/stores/allsaints [Accessed 14th Jan 2019]

MASS MARKET

EXCLUSIVE

Paul Smith logo (2019) [online.] https://script.com.sg/what-is-the-font-of-your-brand/paul-smith/ [Accessed 15th Jan 2019] GAP logo (2019) [online.] https://1000logos.net/gap-logo/ [Accessed 14th Jan 2019] COS logo (2019) [online.] https://www.pinterest.com/pin/480337116 489557588/ [Accessed 16 th Jan 2019]

UNDERSTATED

Sunspel factory stamp (2018) [online.] Available at: https://www.ignant. com/2017/01/19/sunspel-factory-visit/ [Accessed 14th Jan 2019]

Sunspel original boxers (2018) [online.] Available at: https://www. ignant.com/2017/01/19/sunspel-factory-visit/ [Accessed 14th Jan 2019] @hawkinsandshepherd instagram image (2018) [online.] Available at: https://www.instagram.com [Accessed 20th Jan 2019] @freddieharrel instagram image (2018) [online.] Available at: https://www.instagram.com [Accessed 20th Jan 2019] @lucywilliams02 instagram image (2018) [online.] Available at: https://www.instagram.com [Accessed 20th Jan 2019] @jordanbunker instagram image (2018) [online.] Available at: https://www.instagram.com [Accessed 20th Jan 2019]

@jordanbunker instagram image (2018) [online.] Available at: https:// www.instagram.com [Accessed 20th Jan 2019]

WGSN Chinese mobile consumer (2019) [online.] Available at: https://www.wgsn.com/assets/marketing/emails/2018/ TheHighVelocityConsumer/wp/WGSN_The_High_Velocity_ Consumer_digital_en.pdf?aliId=6 78004332 [Accessed 6 th Jan 2019]

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Basic white cotton T-Shirt (2017) [online.] Available at: http://pngimg.com/imgs/ clothing/tshirt/ [Accessed 6 th Jan 2019]

Side of building in NYC (2016 ) [online.] Available at: https://imgur.com/gallery/ drklVEA [Accessed 11th Jan 2019]

Sunspel magazine feature (2018) [online.] Available at: https://thegentlewoman. co.uk/magazine/issue-13 [Accessed 10th Jan 2019] James Bond casino royale sunspel polo (2014) [online.] Available at: https:// bamfstyle.com/2014/07/16 /casino-royale-bahamas-polo/ [Accessed 18th Jan 2019]

James Bond casino royale sunspel cotton T-Shirt (2016 ) [online.] Available at: https://www.grailed.com/listings/828352-sunspel-nwot-sunspel-england-heathergray-riviera-james-bond-007-casino-royale-t-shirt-tee-slim-xl [Accessed 18th Jan 2019] Pop-up store in shopping centre (2018) [online.] Available at: https://retailnext. net/en/blog/creating-a-marketing-strategy-for-your-pop-up-shop/ [Accessed 18th Jan 2019] Levi 501 jeans 1985 advert (2016 ) [online.] Available at: https://wsalibrary. wordpress.com/2016 /10/17/love-thy-denim/levis-501-boys-shrink-to-fit-denimnick-kamen-1985/ [Accessed 18th Jan 2019] Sunspel store Japan exterior (2016 ) [online.] Available at: https://info.sunspel. com/sunspel-news/sunspel-arrives-in-japan [Accessed 18th Jan 2019]

Sunspel 2016 womenswear campaign (2016 ) [online.] Available at: http://www. lebook.com/creative/sunspel-spring-summer-2016 -campaign-advertising-2016 [Accessed 1st Jan 2019]

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