GLASSING / Marketing Strategy

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”

16

11

12

13

14

15 20

17

23

18

19

24

25

(see List of Illustrations 2)

21

26

22

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

28

30

31

32

8

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)

9

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

4

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

12

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

12

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

5

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)

17

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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Anaya, S. (2013) ‘How Mykita Got to Manhattan’. At: https://www.businessoffashion.com/articles/intelligence/how-mykita-got-to-manhattan (Accessed on 17 October 2016)

Appearhere. (2016a) Guide 5: How To PR Your Pop-Up Shop. At: https://www.appearhere.co.uk/inspire/guides/guide-5-how-to-pr-your-pop-upshop (Accessed on 18 October 2016)

Appearhere. (2016b) Guide 4: How to Design a Pop-Up Shop. At: https://www.appearhere.co.uk/inspire/guides/guide-4-designing-your-pop-up-shop (Accessed on 18 October 2016) Appearhere. (2016c) Guide 2: How To Find The Perfect Space. At: https://www.appearhere.co.uk/inspire/guides/guide-2-finding-the-right-space-foryour-pop-up (Accessed on 18 October 2016) Appearhere. (2016d) Guide 1: An Introduction to Pop-Up Shops. At: https://www.appearhere.co.uk/inspire/guides/test (Accessed on 18 October 2016)

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