The Fashion Live Project
#ShareYourMadness
2
1
(see List of Illustrations 1)
Eleftheria Driva MA Fashion Marketing & Communication
TABLE OF CONTENTS
2
EXECUTIVE SUMMARY PRIMARY RESEARCH
3 4 5 6 7 8 9
BRAND SUMMARY SURVEY RESEARCH TREND ANALYSIS FUTURE CONSUMER SOCIAL MEDIA & BLOGGERS COMPETITORS MAPPING S.W.O.T. ANALYSIS
PROSPOSALS / MARKETING PLAN
WEBSITE UPGRADE TARGET AUDIENCE TARGET MARKET POP UP STORE VISUAL MERCHANDISING (THE FRONT) VISUAL MERCHANDISING (THE INSIDE) PROMOTION PLAN SOCIAL MEDIA (POP UP) BASIC BUDGET COLLABORATION & CONNECTION
10 11 12 13 14 15 16 17 18 19 APPENDIX
20-23 24-26
LIST OF ILLUSTRATIONS BIBLIOGRAPHY
1
EXECUTIVE SUMMARY This report is a Marketing and Communication Plan for GLASSING Brand. The aim is to approach a new market in Europe and UK, in which eyewear designer brands are anticipating and creating new trends constantly. To accomplish that, the plan includes marketing and communication stragedies such as promotion, location, consumer and S.W.O.T. analysis.
The main point of this report is to find ways to create brand awareness, brand image and reputation using fashion communication objectives and tools.
2
1
2
Unique
Unique 4 Lab
Made in Italy
3
Custom Made
6
5
Innovation
Youth&Fun
7
1
BRAND SUMMARY
8
Handmade
Passion Motivation 9
10
“Glassin g's style is n ot expressed only by their collections, Alessandro and Stefano 's purpose is t o spread a way of being, what i nspi res them from the beginning of this adventure. To have passion and to believe in what you do and above all not to lose the irony of who does not take himself too seriously.”(Glassing,2016) Ibiza
“MADNESS IS AN ART”
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15 20
17
23
18
19
24
25
(see List of Illustrations 2)
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27
28
3
RESEARCH SURVEY
2
ARE YOU M ALE OR FEMALE?
1
FEMALE
MALE
54%
44%
WHAT IS YOUR AGE? (Gl
ass i
ng
, 20
16
)
4
90%
5
56%
6
7
54%
36%
28%
11% 31% 9
45 to 54
65+
19%
HOW OFTEN DO YOU PURCHASE SUNGLASSES?
35 to 44
55 to 64
8
33%
25 to 34
23%
WHAT SOCIAL MEDIA/WEBSITES ARE YOU CURRENTLY ON/ARE USING? 3
18 to 24
7%
6%
HAVE YOU HEARD OF THE BRAND ‘GLASSING’??
WHENEVER I SEE A PAIR I LIKE
44%
NO
YES
ONCE A YEAR
43%
95%
5%
ONCE EVERY SIX MONTHS NEVER ONCE A MONTH
10%
3%
HOW M UCH YOU BE WILLING TO SPEND ON A PAIR OF SUNGLASSES?
0%
WOULD A CELEBRITY ENDORSMENT ENCOURAGE YOU TO GO AND BUY APAIR OF SUNGLASSES?
NO
YES
79%
21%
8% £1-‐30
35%
High Street (Primark, Topshop etc)
High End (Reiss, Whistles etc)
£10-‐50
£100-‐200
£200+
43% 30% 21% 5% CLASSIC STYLE
NEWEST TREND
PRACTICALITY
PRICE
33% 24%
WOULD YOU CONSIDER Y OURSELF TREND SENSITIVE?
18%
YES
NO
57%
15%
(see List of Illustrations 3)
£50-‐100
WHAT WOULD BE YOUR REASONS OF PURCHUASING A PARTICULAR PAIR OF SUNGLASSSES?
In-‐store
Opticians (Vision Express etc)
21%
18%
15%
WHICH CATEGORIES (PICK MORE THAN ONE) APPLY TO Y OU WHEN PURCHASING SUNGLASSES? Luxury/Designer (Chanel, Prada 59% etc)
Online
38%
43%
4
1
TREND AN ALYSIS
2
KEY ITEMS
(G
las
>yellow lenses >textured metals >glossy surfaces >mirror lenses >frameless designs >shield profiles >shaped temple bars
sin
g,
20
16
)
WHATS NEW
3
5
7
8
4
6
10
VIRTUAL TRY ON 9
THE FUTURE
SPECTABLES Snapchat Unveils Video-Recording Sunglasses
A pair of sunglasses equipped with a video camera. The glasses record 10-second clips that are synced to the user’s smartphone so they can be shared via Snapchat. (Stevenson, 2016) Snap said "What if you could go back and see that memory the way you experienced it? That´s why we built Spectacles."
11
12
13
(see List of Illustrations 4)
5
FUTURE CONSUMER
GLOBAL MAP
1
POPULATION SHIFTS
younger than 15
2
15 to 64
2050 > 9.1billion
65 and older (G
las
sin
g, 2
01
6)
23.50%
2030
CONNECT & BUY
2020
EVERYTHING IS ABOUT THE CONNECTION
Desktops and Laptops Wearable Electronics
TOTAL POPULATION
Tablets
2015
Smartphones
2010 0
1000
2000
NO LIMITS IN GLOBAL WEALTH
3000
Million Units
2015
34million
65.40%
9.30%
G lobal S ales of Conne cte d De vice s 2 010 /2 015/2 02 0 3
2020
64.90%
11.60% 25.40%
7.395bn
3.419bn
2.307bn
UNIQUE MOBILE USERS
2030
88million
INTERNET ACTIVE SOCIAL USERS MEDIA USERS
3.790bn
5
4
ACTIVE MOBILE SOCIAL USERS
1.968bn
CONSUMER PRIOR ITIES BRAND TRANSPARENCY SUBSTAINABLITY
4% of sales
KEY POINT USE RE-USE RECYCLE
"An increasing number of consumers in developed regions consider sustainability actions more of an imperative than a value-add.” (Farraj, 2015)
(see List of Illustrations 5)
Empowerment.
Loyalty.
6 7
66% would pay more for eco efficient goods 2015 Nielsen Global Corporate Sustainability Report
Trust. > Sustainable brandconsumer relationship
>Value the product > Gain market share When there is cost 63% of global transparency consumers would buy consumers feel from a company they connected between the consider as authentic high price and the over competitors quality.
6
SOCIALMEDIA & BLOGGERS 1
2
NOTE
(G las
sin g
, 2 0
16
“The key thing to remember when connecting with people via social media is that it is all about being ‘social’.” (Moore, 2012:131) SHARE LIFE NOT ONLY PRODUCTS
)
MULTICHANNEL APPROACH
4
3
TRANSMEDIA STORYTELLING
• SOCIAL MEDIA BLOGGERS
5
92% of consumers trust recommendations from other people – even someone they don’t know – over content created by brand.
• •
A story that unfolds across multiple platforms. Each medium contributes to unfold a piece of the story. The consumer is an active part of it.
DREAM FACTOR
Gifting Goods Sponsored Social Media Posts
In@luencers Competitions
•
Sponsored Posts
9Ways to Collaborate with a Blogger
You teach them about their own skills
• •
Making the dream accessibly to everyone. Transform the product into a brand Create Brand Awareness, Brand Image & Reputation.
Product Reviews
6
Sponsored Ad Space
Giveaways You allow them to learn what they otherwise wouldn't
(see List of Illustrations 6)
ENGAGE CONSUMER
3Reasons for Bloggers to Collaborate 7
You held them accountable
7
1
COMPETITORS MAPPING
2
OPTIMISTIC
MASCULINE & FEMININE
3
ENERGETIC JUXTAPOSING LUXE & STREETS
ass
10
CONFIDENCE
11
CUTTING EDGE
12
ECLECTIC
ing
, 20
16
)
13
NON TRADITIONAL MARKETING INITIATIVES
LimitedEditionCollaborations
14
SIGNATURE EYEWEAR
PRESTIGE PRICE 17
OriginalsWhiteSpaceProject
34
HIGH PERFORMANCE
35
“Appetizer” – Copy&Paste
“Your eyewear is always your outfit and your clothing outfit is always your accessory.” (Coco & Breezy, 2010)
HappySocksXKarenWalker
33
16
18
9
8
SephoraXKarenWalker
15
7
6
“Collaboration is the key to growth.”(Walker, 2014)
REVOLUTIONARY
5
INTERNAL
(Gl
4
PROGRESSIVE APPROACH INDIPENDENT SPIRIT
MASS MARKET
EXCLUSIVITY 36
“Today everybody is talking 19
ITALIAN FUTURISM 20
about wearable technology and I
TIMELESS STRONG CONCEPTUAL COMPONENT
really think of growth in this
22
21
area." (Krueger, 2013)
MYKITAforHIGHSNOBIETY MINIMALISTIC
37
AFFORTABILITY
SHARP & BOXY AESTHETICS 23 27
24 25
“Label including both the highly conceptual language of machines and the arts.” (Da Silva)
Giordano Cazzola and Beate Leinz
(see List of Illustrations 7)
26
DOWNTOWN NYC
29
38
HIT OF OLDSCHOOL LOOK
URBAN FUNCTIONALITY JenniferFisherXIllesteva
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30
31
32
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1
S.W.O.T. ANALYSIS 2
(G las
sin g
, 2 0
16
)
(Glassing, 2016) 3
INTERNAL
STRENGTHS > Handmade >”Made in Italy” >Customize >Gender Neutral >Appeals to many Generations >Unique Designs >Materials Transparency/Value for what you pay for
WEAKNESSES >Website >No clear USP >No Locator (1400 selected optical stores) >No Promise of Eyes Protection >Not Established Customer Base >Weak E-commerce Participation >Not clear visual identity
(Glassing, 2016)
4
(Glassing, 2016) 7
EXTERNAL
OPPORTUNITIES > Utilize Social Media & Digital Platforms >Create Collaborations >Emerging Markets in EU & UK >Stronger Personal Experience >Be Different >Raise Brand Awareness >Storytelling
(Glassing, 2016)
THREATS
5
>Changes in Fashion Trends >New Competitors with New Technologies >In Hard Economic Times People buy less Designer Products (Glassing, 2016)
6
(Glassing, 2016)
(see List of Illustrations 8)
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WEBSITE UPGRADE 1
2 (Gl
ass i
ng
, 20
16
1
)
3 4
• •
CRAFTSMANSHIP VIEO “THE MAD LAB”
• Homepage Storytelling (Handmade, “Made in Italy, Materials) How you make it (transparency) > add value to the product
5 6
2
7
DIFFERENT CURRENCIES
BRAND WEBSITE CONTENT • • • • • • • •
VVISUALISE THE BRAND
BRAND LOCATOR
Lookbook Videos Designer’s Profile Brief Background of the Label Press Area Blog Link Shop Online Platform Links to other Relevant Industry and Designer Website that the Brand recommends
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9
USER-FRIENDLY
5
10
IMPROVE RANKING IN SEARCH RESULTS
NEWS, PRESS & SOCIAL MEDIA AREA
SE0
11
6
(see List of Illustrations 9)
3
8
7 #SHAREYOURMADNESS NEON LIGHT GIF
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MORE TALK ABOUT EYES HEALTH-CONSUMER AWARENESS
10
TARGET AUDIENCE
There are around 16.2 million people who make up Generation Y/Millennials in the Uk (a quarter of the UK population) . 17 million mark by 2019
1
INFLUENCED 72%friends&family 50%search engines &reviews 21.4%social networks 20.2%bloggers/experts (G
las
sin
g, 2
01
6)
LUXURY PURCHASES 62%in order to gain some form of social acknowledgment
THE FUTURE OF MARKETS By 2020, today's 14-19 year olds (Gen Z) will be the largest group of consumers worldwide. just like the teens of previous generations, but with new tools to express their identities, discover new information and influence their peers.
There's a new wave of shoppers in town. 4
GENERATION Y /MILLENNIALS
2
CELEBRITY ENDORSMENT 17%colleagues for recommendation 7%celebrities EXPERIENCE OVER POSSESSION 53%would pay more for experience
The internet generation (the largest in history).Typically tech savvy, progressive though influenced by celebrities and keen to impact the world in positive way.
GENERATION Z
SEAMLESS RETAIL EXPERIENCE
CONSUMER SERVICE Same attention as old costumers
5
(see List of Illustrations 10)
Adolescent and always with the screen, Gen Z-ers have been saturated with advertising, are the most tech savvy and are very much influenced by vbloggers TRUST PEERS, NOT and internet celebrities. MARKETERS
3
They won’t pay more for ownership if they can pay less for access CHARACTERISTICS
GENERATION Y
GENERATION Z
ASPIRATION
FREEDOM & FLEXIBILITY
SECURITY & SUBILITY
TECH ATTITUDE
DIGITAL NATIVES
‘TECHNOHOLICS’
SIGNATURE PRODUCT
TABLET SMARTPHONE
GOOGLE GLASS NANO COMPUTING
COMMUNICATION MEDIA
TEXT SOCIAL MEDIA
HAND-‐HELD DEVICES
COMMUNICATION PREFERENCE
TEXT MESSAGE ONLINE/MOBILE
FACETIME
MAKING F INANCIAL DECISIONS
FACE-‐TO-‐FACE
CONTINUING INNOVATION
DIGITALLY CROWD SOURCED 6
11
TARGET MARKET
UK MARKET
1
(G las
sin g
, 2 0
16
Sunglasses market will grow by 16% from 2015-20 )
> The key definers of luxury in the UK3 Quality
89%
Craftmanship
64%
Exclusivity
51%
Elegance
44%
63% of UK consumers view luxury purchases as a way to reward themselves.
2
> The key definers of luxury globally 4 Quality
86%
Elegance
60%
Exclusivity
52%
Craftsmanship
45%
>UK Consumer spend on Non-Prescription Sunglasses, 2010-20205
58% stores remain the main source of communication. 52%digital
Top 10 Countries: HNWIs and % share of Adult Population 2015 UK 3rd Place
48% of UK consumers research products offline with 94% of those making purchases in-store
2.4mn 5% 6
Incomes are on rise. UK consumers are willing to spend money on products that will provide maximum convenience, luxury and will enhance the consumer’s personal appearance.
WHY LONDON Access a huge market
£64.2bn spent Commercial Mindset
on retail in London
London is the most influential city in the world
(see List of Illustrations 11)
7
Established community Amplify your brand London has more international retailers than any other city
9,400 pop-up shops
Test your product
£2.1bn turnover generated by pop-up retail
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1
POP USTORE P
TEST THE MARKET
1
REACH NEW COSTUMERS
BRAND EXPOSURE (G las
sin g
, 2 0
16
)
BUILD A BUZZ
OPTIMIZE SEO
ENERGIZE YOUR BRAND
CARNABY STREET-‐SOHO DOVER STREET
THE VILLAGE WESTFIELD
COVENT GARDEN
HYBRID RETAIL
SAVILE ROW
Do luxury brands need pop-up shops? “Younger shoppers and millennials are shopping differently than other generations. They like to shop socially and they are looking for unique experiences.” (Fitts, 2013)
UNIQUE VENUES
Shops that do more than one thing - bookshop, wine bar, café or record store.
2
1
Offers an experience above and beyond the ordinary for your potential costumer.
September
3weeks
1st week LFW 3 More than sales! • Brand awareness • Reinforce an existing online brand • Show how your brand stands out from its competitors by doing something different.
1
4
1
“Customers are attracted to exclusivity. They’re attracted to a ‘here today, gone tomorrow’ type of concept.” (Baras, 2016) Continue your journey to other cities as a tour to create more buzz
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1 (see List of Illustrations 12)
5
1
13
1
VISUAL MERCHANDISING STORY TELLING
(G las
, 2 0
16
)
2
(Glassing, 2016)
(Glassing, 2016)
2 WINDOWS ENTRACE IN THE CENTER
sin g
3
VINYL STICKER in both windows with half images of a man and a woman wearing GLASSING sunglasses.
4
BOTH SUNGLASSES WILL BE VIDEO SCREENS 5
6
7
8
‘POINT OF VIEW’ VIDEOS
“See What We See”
9
QR code on window: even when it’s closed still engages with costumer
(see List of Illustrations 13)
VIDEO MOTIVATION In each video screen costumers will be able to see videos filmed using ‘point-‐of-‐view’ cameras, which makes viewers feel like they are there, from a young couple (each one w ears ‘GLASSING’ eyewear) travelling the world. Each sunglass w ill show how different genders see the world from their eyes.
Between different cities videos, screen will turn off for 2minutes and the costumers will be able to see inside the window, where they can only see a stand with a pair of limited edition sunglasses with a light spot under them and a black background with a neon sign
SEE INSIDE THE WINDOW
ENGAGE THE CONSUMER WITH YOUR STORY
DESIGNING THE SHOP FRONT
10
14
VISUAL MERCHANDISING
1
DECORATING INSIDE THE SHOP
(G las
sin g
, 2 0
16
NEW TREND
)
MIMINIMAL (BLACK&WHITE) with INDUSTRIAL ELEMENTS in decor 5 (Glassing, 2016)
3 2
LIGHTS WHITE DIFFERENT LEVELS &PIPES ON WALLS
(Glassing, 2016)
COLORS
WALLS HEADS BLACK PIPES
6
8
TOUCH SCREENS technology
FLOOR FORGED CEMENT “Madness in London” Stencil logo
4
9
7
Allow customers to access: • • •
Information about the product. Purchase and arrange delivery Customize your own pair
Screens will show “The Mad Lab” craftsmanship video.
SIGNS for collections
BESPOKE KIOSK
10
An area with a communal table to try out frames and to create a look
e to try out frames,
(see List of Illustrations 14)
NOTE “Shoppers still like the physical experience of shopping, but with the convenience of information available at their fingertips.” (Williams,2012:145)
15
PROMOTION PLAN
THE CONCEPT
1
(G
las
sin
g, 2
01
INFLUE NCE RS /FACES 5 Inch and Up
6)
• •
6 London Fashion Bloggers To Follow On Instagram
•
2
Fashion Blogs UK Top 20
3 4
5
THE LIMITED EDITION
Sandra Hagelstam
TheGentlemanBlogger
(Glassing, 2016)
Use the power of hash tags On sides you will find the limited edition logo
• •
6
London City Pair of Glassing limited edition for London Woman & Man
Matthew Zorpas
#MadnessInLdn 7
#LdnGoesMad
9
Designers Interview
THE LAUNCH PARTY
(Glassing, 2016)
8
WHY BLOGGERS 18-34 years old valued blogs as the most important information source when making buying decisions
25% of respondents indicated that they buy something each month based on blog content
84% make purchases after reading about a product or service on a blog
(see List of Illustrations 15)
10
11
Invitations will be unique & storytelling eyewear cases “#MadenessInLdn” with guest’s monogram and a request letter inside for “come and find me”, which means to find your perfect pair. Bloggers, Vloggers, local influencers, fashion journalists & editors, celebrities and photographers.
16
SOCIAL MEDIA POP UP
1
2
3
(G las
sin g
, 20
16
4
YOU CHOOSE YOUR BUDGET
)
6
YOU CHOOSE HOW LONG IT WILL RUN
YOU CHOOSE YOUR TARGET AUDIENCE
5
TARGET -‐Age -‐Location -‐Gender -‐Interests
You only pay when someone engages with your ad. If they skip it before 30 seconds (or the end) you don't pay a cent.
Keyword: Madness
Get £75 free credit when you spend £25
£1.50 per view
on
7
What do you w ant people to do?
8
Create an event on Facebook for pop up opening
DDAILY SOCIAL M EDIA • Post regular status updates on Facebook. • Share “Live now” on Facebook and “your stories” on Instagram as live feedback • Add images on Instagram with hashtag #ShareyourMadness #MadnessinLDN
How do you want to say your story?
What do you w ant to remember?
9
What do you w ant to speak to?
PRACTISES TO KEEP IN MIND
Concept Driven: Tell A Story
On Brand: Share your Unique Point of View
Well Crafted: Create with Though & Care
Create a page #MadnessinLDN by GLASSING
(see List of Illustrations 16)
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1
BUDGET BASCIS
BUDGET BASICS
(G las
Amount (in GBP) sin g
, 20
16
)
£8.000
SPACE RENT: (3 weeks) INITIAL COSTS: Electrical Items
• • • • • •
iPad(3)
£1.110
HD Projector
Automatic Light Timer
£400 £3.000 £900 £20
Monogram Machine
£500
Vinyl Window Sticker Stencil Patterns (Walls & Floor)
£600 £350
Poster Sticker
£300
Virtual Try On Screen Neon Signs
£5.920
Branding
• • •
£1.250
Online
•
Website Upgrade
Need to incorporate
Media advertising
• • •
Facebook Ads Youtube Ads Instagram Ads
£200 £100 £200
£500
Launch event
• • • •
Catering
£1.000
DJ
£1.500 £500
Invitations(50) Press
£3.000
Need to incorporate
Promotion & Advertise
• • • • •
Influencers(2) Limited Edition(200) Photographer (+Launch Party) Graphic Designs Craftsmanship & Window Video
Need to incorporate £2.000 £1.000
£5.500
£2.000 £500 Total Amount £24.170
(see List of Illustrations 17)
18
COLLABORATION & CONNECTION
Ruby Rose
2
1
Gender Neutrality 3
(G
las
sin
,2
01
functional qualities
1
Consumer Trend 6)
4
strong connection to urban root. 8
Boris Bidjan Saberi 6
peculiar clothing language
Brand Ambassador/ Face of a new campaign
7
raw materials and accurate tailoring fuse together.
5
Lily Gatins
One of the most extravaganza stylists
2
c raftsmanship and innovation in tec hnique and materials. express and underline individuality
9
Iris Van Herper
modern view on H aute C outure
10
Unique
11
4
Designer Collaboration Haider Ackermann
13
15
playful imaginative tale of c raftsmanship that breathes freedom of self-expression.
against the mainstream a bit romantic .
3
16
partic ular foc us on sustainability
Barbara Gongini 12
(see List of Illustrations 18)
suitable for both men and women
“I want to create
14
attitude.” (A c kermann, 2016)
17
19
LIST OF ILLUSTRATIONS 1. COVER PAGE Figure 1: Pattern Design: Lightning Bolts (2012) [online image] At: https://kathrineborup.wordpress.com/2012/03/03/pattern-‐design-‐lighting-‐bolts/ Figure 2: Bland and White Lightning Bolt Clip Art (2011) [pattern] At: http://www.clker.com/clipart-‐black-‐and-‐white-‐lightning-‐bolt.html Figure 3: GLASSING L ogo (2015) [online image] At: https://plus.google.com/106061011391726576727/posts
2. BRAND SUMMARY PAGE 3
Figure 1: Glassing Weare Steel Ilary Grey Optical Indossato Quarter [photograph] At: http://eu.glassing.it Figure 2: SurveyMonkey L ogo [online image] At: https://www.surveymonkey.com/mp/brandassets/ Figure 3: FB Logo (2015) [online image] At: http://www.glidersboosterclub.com/meets/fb-‐logo/ Figure 4: Youtube L ogo [online image] At: https://www.youtube.com/yt/brand/downloads.html Figure 5: Instagram App Logo (2016) [online image] At: https://www.instagram-‐brand.com Figure 6: Snapchat Logo [online image] At: http://seeklogo.com/snapchat-‐logo-‐249555.html Figure 7: Twitter Bird Logo (2012) [online image] At: https://en.wikipedia.org/wiki/File:Twitter_bird_logo_2012.svg Figure 8: Pinterest Badge (2015) [online image] At: http://vectorlogo4u.com/pinterest-‐badge-‐vector/ Figure 9: Tumblr Logo [online image] At: https://www.tumblr.com/logo
3. RESEARCH SURVEY PAGE 4 Figure 1: GLASSING L ogo (2015) [online image] At: https://plus.google.com/106061011391726576727/posts Figure 2, 3, 5, 6, 7, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24, 25, 26, 27, 28: GLASSING Images [Instagram Website] At: https://www.instagram.com/glassingofficial/ Figure 4, 10 : Glassing Lab [online images] At: http://eu.glassing.it/glassing-‐lab Figure 8: Ibiza Photo [online image] At: http://www.deephouseamsterdam.com/ibiza/these-‐10-‐tracks-‐blowing-‐up-‐ibiza-‐2016/#prettyPhoto Figure 9: Find your Passion (2014) [online image] At: http://idealistcareers.org/why-‐you-‐need-‐to-‐embrace-‐failure-‐in-‐order-‐to-‐find-‐your-‐passion/
4. TREND ANALYSIS PAGE 5 Figure 1: Glassing Un1co TotalBrown Gun Indossato Quarter [photograph] At: http://eu.glassing.it Figure 2: WGSN. (2016) Key Items S/S18: Eyewear [online] At: http://www.wgsn.com/content/reports/#/Accessories/w/S_S_18/25887 Figure 3: Woman with Sunglasses (2016) [photograph] At: http://bettysblog.net/inspiration/t-‐shirts/ Figure 4, 6: Carven (2016) [photograph] At: http://www.wgsn.com/content/reports/#/Accessories/w/S_S_18/25887 Figure 5: Schuman, S. (2016) On the Street…Within the Inner Circles, Paris [photograph] At: http://www.thesartorialist.com/archives/page/201605/ Figure 7: Marni Prêt-‐à-‐porter Automne-‐hiver 2016-‐2017 [photograph] At: http://www.vogue.fr/defiles/defile/automne-‐hiver-‐2016-‐2017-‐milan-‐marni/16461 Figure 8: Schuman, S. (2016) On the Street…Via Piranesi,Milan [photograph] At: http://www.thesartorialist.com/men/on-the-street-via-piranesi-milan-11/ Figure 9: Virtual Try On [online image] At: https://www2.bonlook.com/virtual-‐try Figure 10: Snapchat Spectacles Models (2016) [online image] At: https://techcrunch.com/2016/09/24/more-‐than-‐just-‐specs/ Figure 11: Spectacles Centered (2016) [online image] At: https://www.cnet.com/news/snapchat-‐spectacles-‐glasses-‐camera-‐snap-‐inc-‐evan-‐spiegel/ Figure 12: Snap Inc (2016) [online image] At: http://www.itechpost.com/articles/33662/20161001/spectacles-‐vs-‐google-‐glasses-‐why-‐snap-‐wins-‐comparison.html Figure 13: Spectacles Logo (2016) [online image] At: https://techcrunch.com/2016/09/24/more-‐than-‐just-‐specs/
5. FUTURE CONSUMER PAGE 6 Figure 1: Glassing Weare Steel Eddy White Optical Indossato Quarter [photograph] At: http://eu.glassing.it Figure 2: Pew Research Center. (2016) Global Population Estimates by Age, 1950-‐2050 [Diagram] At: http://www.pewglobal.org/2014/01/30/global-‐population/ Figure 3: Euromonitor International. (2016) Global S ales of Connected Devices 2010/2015/2020 [Diagram] At: http://www.warc.com.ucreative.idm.oclc.org/Content/ContentViewer.aspx?MasterContentRef=68ca3867-‐3a4a-‐4da0-‐94cd-‐ 75e7f9aa02a5&q=global+luxury+goods&CID=A107451&PUB=EUROMONITOR-‐STRATEGY Figure 4: We Are Social. (2016) Global Digital Snapshot [online image] At: http://www.slideshare.net/wearesocialsg/digital-‐in-‐2016/7-‐ wearesocialsg_7GLOBAL_DIGITAL_SNAPSHOTINTERNETUSERSTOTALPOPULATIONACTIVE_SOCIALMEDIA Figure 5: Euromonitor International (2016) Global N umber HNWIs 2000/2015/2030 [online image] At: http://www.warc.com.ucreative.idm.oclc.org/Content/ContentViewer.aspx?MasterContentRef=68ca3867-‐3a4a-‐4da0-‐94cd-‐ 75e7f9aa02a5&q=global+luxury+goods&CID=A107451&PUB=EUROMONITOR-‐STRATEGY Figure 6: Be the Change [online image] At: http://https//leap.uk.net/ Figure 7: Calverley B.(2013) Brands in the Social Age of Transparency [online image]At: http://www.slideshare.net/brookcalverley/brands-‐in-‐the-‐social-‐age-‐of-‐t
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LIST OF ILLUSTRATIONS 6. SOCIAL MEDIA & BLOGGERS PAGE 7 Figure 1: Glassing Weare Rober Sun Havana Mat Indossato Quarter [photograph] At: http://eu.glassing.it Figure 2: Social Media Marketing (2016) [online image] At: http://emblixsolutions.com/social-‐media-‐marketing/ Figure 3: Multichannel Service F uture of Retail (2013) [online image] At: http://www.psfk.com/2013/11/multichannel-‐service-‐examples-‐future-‐retail.html Figure 4: Accion. (2015) Choosing The Right Social Media [online image] At: http://us.accion.org/business-‐resources/articles-‐videos/choosing-‐right-‐social-‐media-‐platform-‐your-‐business Figure 5: Bloggers World (2016) [online image] At: http://13techs.com/top-‐3-‐tech-‐blogger-‐global-‐alexa-‐rank/ Figure 6: Weinberg, T. (2015) 12 Ways Brands Can Collaborate With Influential Bloggers At: http://blog.hubspot.com/agency/collaborate-‐influential-‐bloggers#sm.00001uszx5j67yeisvbxogk31eogp Figure 7: Valenziano, C. (2016) 8 Ways Bloggers to Collaborate (and Why They S hould) At: http://www.bgbcommunity.com/8-‐ways-‐bloggers-‐collaborate/
7. COMPETITORS MAPPING 8
Figure 1: Glassing Un1co Totalblack Matt Amelie Indossato Front [photograph] At: http://eu.glassing.it Figure 2: Karen Walker Logo [online image] At: http://logos-‐download.com/7042-‐karen-‐walker-‐logo-‐download.html Figure 3: Hollywood Pool Sky Blue (2016) [online image] At: https://www.karenwalker.com/eyewear/all-‐eyewear/hollywood-‐pool-‐sky-‐blue-‐sgkas1501419/sky-‐blue-‐crystal-‐sky-‐blue-‐w-‐gold Figure 4: Cosmonaut Superstars Rose Gold with Black (2016) [online image] At: https://www.karenwalker.com/eyewear/all-‐eyewear/cosmonaut-‐superstars-‐rose-‐gold-‐with-‐black-‐sgkas1601479/rose-‐gold Figure 5: Super Lunar Black (2016) [online image] At: https://www.karenwalker.com/collections/all-‐eyewear-‐collections/super-‐lunar-‐ black-‐sgkas1601433/black Figure 6: Cohen, A.S. (2013) Karen Walker Eyewear X Advanced Style [photograph] At: http://sidewalkhustle.com/karen-‐walker-‐eyewear-‐x-‐advanced-‐style/ Figure 7: Karen Walker [Instagram Website] At: https://www.instagram.com/karen_walker/ Figure 8: Happy Socks X Karen Walker (2014) [photograph] At: http://thedepartmentofnews.com/happy-‐socks-‐x-‐karen-‐walker/ Figure 9: Karen Walker for Sephora Brush Set (2015) [online image] At: http://www.fq.co.nz/beauty/karen-‐walkers-‐sephora-‐collaboration-‐is-‐here Figure 10: Coco & Breezy Logo [online image] At: http://www.ahalife.com/coco-‐and-‐breezy Figure 11: Stylelikeu. (2013) Twin Designers Coco & Breezy [photograph] At: http://stylelikeu.com/more/identical-‐class-‐acts/ Figure 12: Iris Sunglasses (2016) [online image] At: http://store.cocoandbreezy.com/jollytwizzler/iris-‐101.html Figure 13: Coco & Breezy Selfie Site (2013) [online image] At: http://cocoandbreezy.com Figure 14: Seastar Sunglasses (2016) [online image] At: http://store.cocoandbreezy.com/jollytwizzler/seastar-‐101.html Figure 15: Tres Black Package (2016) [online image] At: http://store.cocoandbreezy.com/sunglasses/tres-‐black-‐package.html Figure 15: Coco & Breezy [Instagram Website] At: https://www.instagram.com/cocoandbreezy/?hl=en Figure 17: Adidas Original White Space Project X Coco & Breezy (2012) [photograph] At: https://www.sneakerfreaker.com/adidas-‐originals-‐white-‐space-‐project-‐yuna-‐zarai-‐coco-‐breezy-‐07-‐1/ Figure 18: Coco & Breezy X Copy & Paste Clothiers (2012) [photograph] At: http://globalgrind.com/playlist/coco-‐breezy-‐x-‐copy-‐paste-‐appetizer-‐jacket-‐photos/item/1820084 Figure 19: VAVA Logo [online image] At: http://www.weloveglasses.com/brands/vava/ Figure 20: The Hinge (2014) [photograph] At: http://vavaeyewear.com/vava-‐innovation/the-‐hinge/ Figure 21: VAVA X Juan Atknis Sunglasses (2015) [online image] At: http://vavaeyewear.com/collection/cl-‐0001/ Figure 22: VAVA Optical (2015) [photograph] At: http://vavaeyewear.com/collection/wl0008/ Figure 23: VAVA Yellow Sunglasses (2014) [online image] At: http://www.eyestylist.com/2014/07/vava-‐eyewear-‐berlin/ Figure 24: VAVA [Instagram Website] At: https://www.instagram.com/vavaeyewear/ Figure 25: VAVA Black Label Collection (2015) [photograph] At: http://www.thebrvtalist.com/vavaeyewear/ Figure 26: Illesteva Logo At: http://www.sfu.ca/~lyim/IAT381P02/index.html Figure 27: Illesteva Campaign [online image] At: https://illesteva.com Figure 28: Illesteva Leonard Horn w ith Pink Mirrored Lenses [online image] At: https://www.amazon.com/Illesteva-‐Leonard-‐Horn-‐Mirrored-‐Lenses/dp/B0149MTXKW Figure 29: Illesteva Leonard Mask Red At: https://illesteva.com/leonard-‐mask?c=1011 Figure 30: Illesteva Dylan Gold Optical [online image] At: https://illesteva.com/optical/dylan?c=908 Figure 31: Illesteva Leonard Mirrored Sunglasses [photograph] At: http://www.sunglassesonlinesotresus.com Figure 32: Illesteva [Instagram Website] At: https://www.instagram.com/illesteva/?hl=en Figure 33: MYKITA Logo [online image] At: https://mykita.com/en/sunglasses Figure 34: MYKITA & MONCLER (2012) [photograph] At: http://www.eye-‐wear-‐glasses.com/2011/12/mykita-‐moncler-‐best-‐winter-‐sunglasses.html Figure 35: MYKITA & Bernhard Willhelm JANIS (2016) [online image] At: https://mykita.com/en/#layer:/en/bernhard-‐willhelm/janis Figure 36: MYKITA & Bernhard Willhelm MYLON (2016) [online image] At: https://mykita.com/en/bernhard-‐willhelm Figure 37: MYKITA for HIGHSNOBIETY (2016) [online image] At: https://mykita.com/en/#layer:/en/mykita-‐for-‐high-‐snobiety Figure 38: MYKITA [Instagram Website] At: https://www.instagram.com/mykitaofficial/ S.W.O.T ANALYSIS 9
8.
Figure 1: Glassing Un1co Totalblack Pulp Indossato Quarter [photograph] At: http://eu.glassing.it Figure 2: Milan Flagship Store [photograph] At: http://eu.glassing.it/store-‐milano Figure 3: Taormina Flagship Store [photograph] At: http://eu.glassing.it/store-‐taormina Figure 4: Milan Flagship store [photograph] At: http://eu.glassing.it/store-‐milano Figure 5: Store Yacht [photograph] At: http://eu.glassing.it/yacht Figure 6: Dubai Flagship Store [photograph] At: http://eu.glassing.it/dubai-‐en Figure 7: GLASSING L ogo [online image] At: https://plus.google.com/106061011391726576727/about
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LIST OF ILLUSTRATIONS 9. WEBSITE UPGRADE PAGE 10
Figure 1: Glassing Weare Metal Otto Black Optical Indossato Front [photograph] At: http://eu.glassing.it Figure 2: Brady, D. (2016) Dark Under Construction Website Templates [online image] At: http://webdesignlike.com/2016/free-‐coming-‐soon-‐under-‐construction-‐templates/ Figure 3, 6: Vinylize by Tripton. (2016) Vinylize Craftsmanship [Youtube website] At: https://www.youtube.com/watch?v=sCKxkevcrG8 Figure 4, 5: MYKITA. (2013) MYKITA MYLON Image Film [Vimeo Website] At: https://vimeo.com/75751787 Figure 7: FlatIcon. (2015) Country Currencies [online image] At: http://www.freepik.com/free-‐icon/country-‐currencies_773839.htm Figure 8: Marucci. Location [online image] At: https://thenounproject.com/term/location/1832/ Figure 9: Keep it Simple (2015) [online image] At: http://get-‐a-‐wingman.com/the-‐best-‐style-‐advice-‐ive-‐ever-‐received-‐keep-‐it-‐simple/ Figure 10: Chalkboard Social Media Icons (2014) [online image] At: http://www.atypicalenglishhome.com/2014/05/chalkboard-‐social-‐media-‐icons.html Figure 11: Whatever Neon L ights (2016) [online image] At: http://favim.com/image/3850552/ Figure 12: Demushkin. Glasses [online image] At: https://www.iconfinder.com/icons/468169/blind_eyes_glasses_health_looking-‐ glasses_vision_icon
10. TARGET AUDIENCE PAGE 11
Figure 1: Glassing GP3 Gold Indossato F ront [photograph] At: http://eu.glassing.it Figure 2: Millennial Fashion (2015) [photograph] At: http://www.saraconstance.com/2015/07/5-‐affordable-‐ways-‐to-‐dress-‐like-‐fashion.html Figure 3: Millennials Selfie (2016) [photograph] At: https://unkonventional.wordpress.com/hmloves3d/consumer/ Figure 4: Consumer (2014) At: https://unkonventional.wordpress.com/hmloves3d/consumer/ Figure 5: Castillo. (2012) Generation Z [photograph] At: https://www.flickr.com/photos/miggslives/8022225228/in/album-‐72157631617914393/ Figure 6: Sparks and Honey. (2014) An overview of the working generations [online image] At: http://somethingbig.co.uk/marketing-‐to-‐generation-‐z/
11. TARGET MARKET PAGE 12
Figure 1: Glassing Weare Metal Fancy Havana Optical Indossato Quarter [photograph] At: http://eu.glassing.it Figure 2: UK (2014) [online image] At: http://mylifeintheuktest.co.uk/ Figure 3, 4: Albatross Global Solutions and Numberly. (2015) The Key Definers [Diagram] At: https://www.marketingweek.com/2015/09/30/four-‐trends-‐changing-‐the-‐definition-‐of-‐luxury/ Figure 5: Mintel. (2016) CONSUMER SPEND ON N ON-‐PRESCRIPTION SUNGLASSES, 2010-‐ 20 [Diagram] At: http://academic.mintel.com.ucreative.idm.oclc.org/display/747600/ Figure 6: Euromonitor International (2016) Top 10 Countries: HNWIs and % Share o f Adult Population 2015 [online image] At: http://www.warc.com.ucreative.idm.oclc.org/PDFFilesTMP/823013be-‐65fb-‐43e2-‐9d29-‐801d70408c95.PDF Figure 7: London Big Ben [online image] At: http://www.fitness-‐hq.co.uk/fitness-‐courses/personal-‐training-‐courses/personal-‐trainer-‐courses-‐london/
12. POP UP STORE PAGE 13
Figure 1: Glassing GP7 Silver Indossato Quarter [photograph] At: http://eu.glassing.it Figure 2: London Fashion Week Logo (2015) [online image] At: http://www.capital-‐moments.com/london-‐fashion-‐week-‐2015/ Figure 3: Aim icon (2015) [online image] At: http://simpleicon.com/aim.html Figure 4: Carvalho, F. (2016) Pop Up Store [online image] At: http://flaviomcarvalho.com/projects/pop-‐up-‐store Figure 5: Vinylize On Tour (2016) [online image] At: http://vinylize.com/blogs/news
13. VISUAL MERCHANDISING (DESIGNING THE FRONT) PAGE 14 Figure 1: Glassing Mentalist Black Indossato Quarter [photograph] At: http://eu.glassing.it Figure 2: See What We See C ustomized Neon Sign (2016) [online image] At: https://www.sygns.com/ Figure 3: Glassing GP5 Extrasilver Indossato Front [photograph] At: http://eu.glassing.it Figure 4: Glassing GP3 Purple Indossato Front [photograph] At: http://eu.glassing.it Figure 5: Osmann, M. (2015) #FollowMeTo [photograph] At: http://www.marieclaire.ru/vestnik/murad-‐i-‐natalya-‐osmann-‐vyipustili-‐knigu-‐follow-‐me-‐/ Figure 6,8: GoPro. (2015) GoPro: Best of 2015 -‐ The Year in Review [Youtube Website] At: https://www.youtube.com/watch?v=IyTv_SR2uUo Figure 7: Point of View Photography Ice C ream Treat (2014) [photograph] At: https://lensy.com/ Figure 9: #ShareYourMadness Customized Neon Sign (2016) [online image] At: https://www.sygns.com/ Figure 10: QR Code [online image] At: http://grumomedia.com/what-‐is-‐a-‐qr-‐code/
14. VISUAL MERCHANDISING (DECORATING INSIDE) PAGE 15
Figure 1: Glassing Mentalist Black Indossato Quarter [photograph] At: http://eu.glassing.it Figure 2: Black & White (2015) [online image] At: http://www.goldenthreadgallery.org/black-‐white/ Figure 3: Industrial Steampunk Pipe Wall Light [online image] At: https://www.etsy.com Figure 4: Cups Lights Illusion (2013) [photograph] At: http://www.dezeen.com/2013/06/01/origo-‐coffee-‐shop-‐by-‐lama-‐architectura/ Figure 5: Milan Flagship Store [photograph] At: http://eu.glassing.it/store-‐milano Figure 6: Glassing. Wall Heads [Instagram Website] At: https://www.instagram.com/glassingofficial/ Figure 7: Industrial Pipeline Bookshelf (2016) [photograph] At: http://www.unfinishedman.com/the-‐industrial-‐pipe-‐bookshelf-‐plumbing-‐the-‐depths-‐of-‐creativity/ Figure 8: Touch Screen (2013) [photograph] At: http://zytronic.co.uk/news/large-‐format-‐zytronic-‐multi-‐touch-‐screens-‐incorporated-‐into-‐displaylite-‐touch-‐table/ Figure 9: Kite Tablets (2014) [photograph] At: http://www.menswearstyle.co.uk/2014/05/16/kite-‐eyewear/1139 Figure 10: Kite Bespoke Kiosk [photograph] At: http://www.retail-‐focus.co.uk/features/1275-‐opticians-‐in-‐the-‐frame
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LIST OF ILLUSTRATIONS 15. PROMOTION PLAN PAGE 16 Figure 1: Glassing GP1 Extrasilver Indossato Quarter [online image] At: http://eu.glassing.it Figure 2: Katsibokis, I. (2016) The City Inside Me [Poster] At: https://www.facebook.com/photo.php?fbid=1302586119792913&set=a.125786224139581.31381.100001246129664&type=3&theater Figure 3: The C ulture Trip (2015) [online image] At: https://theculturetrip.com Figure 4: Vuelio L ogo (2015) [online image] At: http://www.vuelio.com/uk/blog/cision-‐uk-‐is-‐now-‐vuelio-‐social-‐media-‐changes-‐on-‐the-‐way/ Figure 5: Sandra Hagelstam (2013) [photograph] At: http://www.inthefashionloop.com/?paged=85 Figure 6: 5 inch and Up [Instagram Webpage] At: https://www.instagram.com/5inchandup/?hl=en Figure 7: Klingelfuss, J (2012) Matthew Zorpas [photograph] At: https://mauvert.com/2012/11/22/interviu-‐matthew-‐zorpas-‐un-‐veritabil-‐gentleman-‐britanic/matthew-‐zorpas-‐by-‐jessica-‐klingelfuss-‐2/ Figure 8: Matthew Zorpas [Instagram Webpage] At: https://www.instagram.com/matthewzorpas/?hl=en Figure 9: Glassing Pair of Sunglasses [online image] At: http://eu.glassing.it/about-‐glassing Figure 10: Allesandro Forte and Stefano Ottone (2015) [photograph] At: http://eu.glassing.it/about-‐glassing Figure 11: Super Andy Warhol Packaging (2015) [online image] At: http://www.eyegoodies.com/blog/
16. SOCIAL MEDIA POP UP PAGE 17 Figure 1: Glassing Weare Steel Ilary Grey Optical Indossato Quarter [online image] At: http://eu.glassing.it Figure 2: Advertise Logo (2015) [online image] At: http://www.konnectafrica.net/advertise/ Figure 3: Facebook Icon [online image] At: https://www.thehunt.com/finds/7dnWrN-‐google-‐image-‐result-‐for-‐https-‐-‐-‐www-‐facebook-‐com-‐images-‐fb_icon_325x325-‐png Figure 4: Business Goals Icons [online image] At: https://www.facebook.com/business Figure 5: Get More Likes Budget List (2013) [online image] At: http://core0.staticworld.net/images/article/2013/03/facebook-‐ad-‐option-‐100029086-‐orig.png Figure 6: Youtube L ogo [online image] At: https://www.youtube.com/yt/brand/downloads.html Figure 7: Youtube C osts [online image] At: https://www.youtube.com/yt/advertise/en-‐GB/ Figure 8: Instagram Logo (2016) [online image] At: https://www.instagram-‐brand.com Figure 9: Instagram Ad Solutions [online image] At: https://business.instagram.com/advertising/
17. BUDGET BASICS PAGE 18 Figure 1: Glassing Weare Tony Black Mat Optical Indossato Front [online image] At: http://eu.glassing.it
18. COLLABORATION & CONNECTION PAGE 19 Figure 1: Glassing Weare Sandro Black Optical Indossato Front [online image] At: http://eu.glassing.it Figure 2: Ruby Rose (2015) [photograph] At: http://queereka.com/2015/06/19/will-‐ruby-‐rose-‐help-‐people-‐understand-‐gender-‐fluidity/ Figure 3: Break Free-‐Ruby Rose (2015) [online image] At: https://gr.pinterest.com/pin/515380751084030651/ Figure 4: Lopez, P. (2015) Break Free – Ruby Rose [Youtube Website] At: https://www.youtube.com/watch?v=EFjsSSDLl8w Figure 5: Lily Gatins (2013) [photograph] At: http://www.thefashionmedley.com/2013/09/28/angry-‐birds-‐in-‐paris/ Figure 6: Boris Bidjan Saberi (2012) [photograph] At: https://thematerialsleuth.wordpress.com/2012/02/20/boris-‐bidjan-‐saberi/ Figure 7: Boudet, J. (2016) Boris Bidjan Saberi F/W16 [photograph] At: http://bleumode.com/boris-‐bidjan-‐saberi-‐fall-‐winter-‐2016-‐paris/ Figure 8: Staiano, G. (2014) Boris Bidjan Saberi F/W14 [photograph] At: https://nowfashion.com/boris-‐bidjan-‐saberi-‐menswear-‐fall-‐winter-‐2014-‐paris-‐5529 Figure 9: Groot, M. (2016) Iris Van Herpen [photograph] At: http://the-‐talks.com/interview/iris-‐van-‐herpen/ Figure 10, 11: DUY QUOC VO (2011) Capriole Couture by Iris Van Herpen [photograph] At: http://www.irisvanherpen.com Figure 12: Cooper & Gorfer (2014) Barbara I Gongini [photograph] At: http://www.interviewmagazine.com/fashion/barbara-‐i-‐gongini/#_ Figure 13: Barbara I Gongini Collection (2010) [photograph] At: https://www.tribaspace.com/en/calendar/506-‐barbara-‐i-‐gongini-‐@-‐rendez-‐vous-‐nyc-‐barbara-‐i-‐gongini Figure 14: Nielsen,L. (2014) Man A/W14 Barbara I Gongini Collection [photograph] At: https://fashionablymale.net/2014/07/22/man-‐barbara-‐i-‐gongini-‐fallwinter-‐2014/ Figure 15: Haider Ackermann (2014) At: http://www.the-‐dvine.com/2014/04/the-‐escape-‐artist-‐exclusive-‐interview-‐with-‐haider-‐ackermann/ Figure 16: Tombolini, L. (2017) Haider Ackermann S/S17 Menswear Collection [photograph] At: http://www.vogue.com/fashion-‐shows/spring-‐2017-‐menswear/haider-‐ackermann/slideshow/collection Figure 17: Fior, F. (2012) Haider Ackermann S/S12 Collection [photograph] At: http://www.vogue.com/fashion-‐shows/spring-‐2012-‐ready-‐to-‐wear/haider-‐ackermann/slideshow/collection
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