Millets Rebrand by Faye Wilkinson

Faye Wilkinson N0349937 FASH30002 Fashion Promotion and Communication

Fig. 1 Own Photo Collage 2013

Fig. 2 Own Photo Collage 2013

This re-branding project will look at Millets, the camping and outdoor gear retailer. A comprehensive repositioning of the brand identity will be implemented, as well as a complete visual brand identity redesign. An examination into the outdoor retailing market will be compared with domestic tourism within Britain. Addressing the current context and influences on the rebrand is imperative, therefore a trend and a case study report will also be compiled. The aim of this rebranding is to make Millets current and rejuvenate the image of camping. This means that looking at cool, of-the-moment brands is also very important; analysing what has made these brands so fashionable almost overnight and discussing how this can be applied to Millets. As a part of relaunching Millets a visual brand identity will be implemented. This will comprise of: logo, logotype, shopping bag design, in-store graphics, lookbook, web-site redesign and also a capsule fashion and accessories range. The capsule range will include a unisex t shirt design, notebook design, canvas bag design and a mug. In order to promote this new range for Millets a launch event will be organized including a fully integrated marketing strategy.

Millets: The relaunch

Fig. 3 Own Photo Collage 2013

In order to learn more about the experience have with camping, I asked a friend to take a photo diary when they went on a camping holiday with friends in April. This gave me a good, creative way of gaining this sort of research; the journey the photographs show is very easy to follow. Had time been allowing, I would have gone on the camping trip to the New Forest as well, in order to gain a personal, timely experience of camping. (Appendix G, pg 108) Expert panel: I completed several email interviews in the area of camping and domestic tourism. I asked the New Forest tourist board about what they do to draw visitors and how important domestic tourism was for them. I also approached Millets. (Appendix E, pg. 88)

Creative and academic research methods

Lastly, I came across a web-site that assists people in finding camp-sites that is done in a tasteful way, I contacted the founder of the web-site David to find out about more about his vision. These interviews were invaluable, and as they were digital it meant I could ask additional questions at a later date, however it may have been more beneficial to arrange interviews in person to get a dialogue going in a natural way which may have uncovered related topics. Appropriate visuals for project research: I created a Tumblr to gain a view of what sort of aesthetic the target audience for the relaunch appreciate in terms of camping and outdoorsy imagery. Tumblr is a platform predominantly used by tweens and creative who have developed a keen visual eye through the reblogging of images on a regular basis. I also did this through Tumblr to get the most natural response, one that was not being affected by people knowing their actions were being recorded for research purposes. (Appendix I, pg. 112) http://whenwasyourlastadventure.tumblr.com/

Tumblr: continued A constraint of this creative research method was that the target audience was slightly broader than I hoped, a high content of the people who reblogged and liked my posts where younger than the consumers I had in mind for Millets. This was something I was aware of as I knew I would have no control over who would interact with my Tumblr directly. The format of using Tumblr also meant that I was not getting feedback from those interacting with the page, which meant it was less detailed in why people liked the particular images I was posting. As I became aware of this limitation, I created a new survey online which featured just five images and then asked respondents to rank the five images in order of their favourite to least favourite. I also asked them to give three words per image that summed up the particular image to them. I finally asked whether any of the images had encouraged or inspired them to go camping or experience the outdoors, as ultimately this was the main objective of my marketing strategy and a solution for a concern that I have observed with domestic tourism lacking popularity.

I also created Pinterest boards on relevant visual themes and trends, these included packaging, visual branding, graphic design, photography, illustrations, installations, interior design, visual merchandising and architecture. I looked at the trending pins in these categories daily through the month of April, whilst also following influential Pinners to gain insight into what was popular. (Appendix I, pg 113) Research journal: I kept a research journal from the beginning of the project which was very useful in keeping record of my development of research and ideas, however I was not consistent in recording my journey once I had started writing up my implementation project, in hindsight I should have kept this going throughout the entire process.

Visual research

Fig. 4 Own Photo Collage 2013

Developing my critical thought process When beginning this project I had an interest in retail environments, high street retailers and branding. I was unsure of which direction to go in and initially thought I would design a retail environment for a brand that I thought was dated and needed bringing up-to-date. I began with an online survey that I shared on Facebook and Twitter to find out how my peers and people within my extended network interacted with retail environments, and also how much a person takes notice of a store environment around them. I also asked people which stores people thought needed an update. Prior to this I had been thinking about personal interests and stores that I personally thought needed an update. I was given a wide variety of answers from brands such as Halfords and Wilkinsons to Clarks and Primark. I began to think about the brands that had been mentioned that I thought I would enjoy designing a new environment for, such as a pet store or a gardening centre. However, with help, I came to the conclusion that I would pick a category that I knew almost nothing about in order to stay neutral and be objective throughout the project. Millets was a brand that had been mentioned in conversation with a friend and I started to think about the context of a project that surrounded Millets. I felt that within the current cultural, social and global contexts- which will be discussed throughout the report- I had grounds to create an valid, timely implementation project with relevant, current creative outcomes.

Fig. 5 Own Photo Collage 2013

Millets: Existing branding

Millets is a staple feature of the British High Street; established in 1893 by Mr J. M. Millet the retailer has been selling camping and outdoor clothing for 120 years. Black Leisure bought Millets in 2012 . Blacks were hit particularly hard by the recession and went into receivership in 2011. JD Fashion Plc bought Blacks Leisure in 2012 for £20m. Since the acquirement of Blacks last year, JD Fashion have reported £10 million worth of losses (Moulds for The Guardian, 2012, online), showing that drastic change must be made to Millets and/or Blacks. A positive has come to light on 17th April 2013 though, stating that JD Fashion would be keeping 60 stores open, saving 300 jobs. Peter Cowgill, Chairman at JD was quoted by the Daily Mail as saying that it was the loyal consumers that have prevented them from implementing their original plan of keeping Blacks open and closing down Millets (Salmon for Daily Mail, 2013, online). Cowgill also noted that Blacks have two different types of consumers, Blacks the more ‘passionate outdoor lovers’ whereas Millets attracts more ‘casual users’. He is confident that JD’s step into outdoor retailing would be rewarding as: ‘People are living longer and there is an increased desire to get away from a very stressful landscape at work’. As a brand Millets do not focus on their long heritage which in a market where consumers have far too much choice is nonsensical. A brand’s heritage or history can create very real, tangible link for the consumer to identify with. Herschel are a new brand who have created a story with their founders’ heritage. Although started in 2009 in Vancouver, the founder built a story around the village Herschel that their great-grandparents emigrated to in the early 1900s.

The positioning and targeting of Millets is somewhat confusing. There is much crossover in the visuals used and the physical stock shared between Black and Millets. This makes it confusing for the consumer to know where to shop for their camping and outdoor equipment. Millets have a very wide target audience; they seem to be attempting to be accessible to anyone who needs a tent. They target teenagers completing their Duke of Edinburgh, they target families and they also target late teens and early twenties who go to festivals. This is fair enough, however the way that Millets communicates with these separate segments of consumers conflicts with one another directly. Millets created some viral videos at different festivals in 2011, and the content of some of these videos is not entirely appropriate in the context of the other family-oriented wall posts. As a brand Millets has a very dated visual identity. For the type of products they sell the branding is uninspiring. The imagery used is often cheesy and very corporate-looking. This look-book is very uninspiring and in no way encapsulates the thrill of adventure or camping. Using motivational, tasteful imagery will â&#x20AC;&#x2DC;nudgeâ&#x20AC;&#x2122; people into being inspired to go camping and enjoy the outdoors.

A confusing brand

Fig. 6 Millets Digital Promotional Material 2012

Millets unveiled a re-design and update to their web-site in March 2012, after being bought by JD Fashion Plc. The copy and imagery is much more youthful and considered. However this look was not continued with and this inconsistency confuses the visual identity of the brand.

Fig. 8 Millets Digital Promotional Material 2012

Fig. 7 Millets Digital Promotional Material 2012

Uninspiring promotional material

These images are lifted from the Millets Facebook pages and show Milletâ&#x20AC;&#x2122;s to focus on families and children. This imagery is cheesy and very corporate-looking which may be fitting for the target audience.

Fig. 9 Own Photo Collage 2013

Little market research exists on outdoor retailing, however there was a recent report compiled by Mintel on camping and caravanning holidays in the UK. The report discussed issues in the market that have already been discussed in relation to Millets, however it highlighted some positive consumer opinions surrounding camping. 68% agree that camping holidays are ‘great for spending time outdoors and feeling closer to nature’ and 55% said they experience ‘a real sense of freedom’ whilst camping (Mintel, 2013) Primary market research was heavily important in relation to Millets. I found out where people bought their camping equipment and in which circumstances they used it. The most frequently mentioned place where most people bought their equipment was actually Millets with a third of the consumers asked shopping there (Survey Result, Appendix D) Domestic tourism is something that was addressed in relation to Millets as one of the main reasons consumers purchase camping gear is to holiday within the UK. Camping has been affected a lot by the British weather, Blacks and Millets noticed a good improvement in their sales through spring of this year as the weather was very cold and wet. Domestic tourism is very important though as during the austerity fatigue being felt throughout the country people are opting to take holidays in the UK rather than go abroad. Millets needs to be reactive to domestic tourism and the British weather in all aspects of their branding.

Keep calm and visit Britain

Competitor Analysis: Go Outdoors On the 2th April, 2013 it was announced that Go Outdoors had reached ÂŁ200m in turnover for the first time in its fifteen year history. Although a competitor for Millets, Go Outdoors is a larger retailer based on industrial and retail estates. This news shows that camping and outdoor living are increasing in popularity, which reflects well on Millets. Go Outdoors stock a wide variety of outdoor equipment including bicycle, horse riding, ski and caravanning equipment. With the very wide choice of outdoor activities it would be beneficial for Millets to offer the most convenient and popular items for outdoors activities as they are located on the High Street.

Fig. 10 Go Outdoors website screen shot 2013

Competitor Analysis: Craghoppers Established in 1965, a group of young men in West Yorkshire wanted to climb Mount Everest, so they researching and designed specialist fabrics to withstand the extreme conditions. Craghoppers give a very personal level of interaction with their consumers. They offer advice on travel, walking tours and they contribute towards very small and larger charities. The walking routes and some of the charities they choose to involve themselves with, one example being the charity RAFA who are local and show a real dedication to the UK. This promotes domestic tourism in a less obvious way, which is very important for Millets and should be taken into consideration.

Fig. 11 Go Outdoors website screen shot 2013

(Results Appendix D)

(Positive consumer attitudes towards camping Results in Appendix D)

Fig. 12 Own photo collage 2013

Fig. 13 ‘Hunter Wellies’ date unknown

Case study: Hunter wellies

Hunter Wellies became the coolest wellies to wear at a festival very rapidly around the Summer of 2009. They have been worn by celebrities at popular festivals meaning that they have been seen by a high volume of people. These iconic wellies have infiltrated almost every type of consumer; from the countrified upper and middle classes to trend-setting fashion-conscious youths. The price point of the wellies make them seem more exclusive, the red, black and white logo is synonymous with this exclusivity. People who can’t afford the wellies will buy the welly-socks with the logo on in order to try and fit in with the trend. Key point: Exclusivity and luxury have made the wellies consistently popular with a wide audience.

Fig. 14 â&#x20AC;&#x2DC;Eastpak backpackâ&#x20AC;&#x2122; date unknown

Case study: Eastpak

Since Eastpak rebranded themselvves they have collaborated with some very influential taste masters such as Raf Simons and Wood Wood (shown above) Eastpak have ridden the wave of the trend in backpacks. Eastpak re-invented themselves as a brand by re-designing the product, creating excitement for the re-launch and consistently having a cool visual identity. They are still very popular as they are releasing seasonal new designs which are fresh and new each time. Key point:The re-design of the product range made this product trend within the young fashion-conscious.

Fig. 15 â&#x20AC;&#x2DC;Stussy bucket hatâ&#x20AC;&#x2122; date unknown

Case study: Stussy

Stussy was originally a surfwear and surf brand in the 80s. Recently they have undergone a re-brand which has brought them to the forefront of trend. What is notable here is that in this re-brand Stussy seem to have lost their heritage and roots as a surfing brand. They still do surfwear, however is seems to have been side-lined somewhat in favour of the more current designs. Key point: A re-branding can be very successful to make a brand reach trend innovators and early adopters (Raymond, 2011, pg 19) within a target market, however it is important not to lose sight of what where the brand started and what they were originally known for merchandising.

Fig.. 16 ‘The North Face Backpack date unknown

Case study: The North Face

The North Face’s backpack-trend was described by YouTube-blogger Ben Bizuneh as ‘alarming’. He interviews students at the University of Indiapolis to find out why this trend is sweeping through campus. Interestingly, the backpacks were very practical products; they were not very aesthetically cool or unusual. As Malcolm Gladwell writes in The Tipping Point (2002, pg 9) about Kangol shoes in New York in the 90s it was the fact that no one else was wearing the shoes that trend innovators started wearing them. The North Face collaborated with Supreme to design a range of backpacks (as shown above) in order to try and stay current. Key point:The uncoolness of the performance-based product made these backpacks trend within the young fashion-conscious as very few other members of their peer groups were wearing them

Fig. 17 â&#x20AC;&#x2DC;Field Notes notebooksâ&#x20AC;&#x2122; date unknown

Case study: Field Notes

Field Notes is brand that interacts well with the young fashion conscious and those that immerse themselves within the camping and outdoors lifestyle. The design of the notebooks are very simple and elegant, which is effervescent of the general graphic design and product design aesthetic that is popular right now. Field Notes also create very interesting and exciting stories and reasoning behind each new seasonal range of notebooks. Key point:The way Field Notes have designed a product that fits both into the lifestyle of someone who enjoys the outdoors and someone who appreciates fashionable design makes the brand very successful and innovative.

Case study: Poler

Poler is a very relevant brand to analyse in comparison to Millets. They are an American camping and outdoor gear brand that are aimed at the young fashion conscious. The product range is appropriate for people who want to go on a camping adventure. The way the brand speaks to their target consumer is with a very youthful, direct tone-of-voice. Their brand logo is Camp Vibes, which is repeated throughout all their communication, and also featured on the clothing.

Fig. 18 â&#x20AC;&#x2DC;Poler sleeping bagâ&#x20AC;&#x2122; date unknown

Key point: The way Poler has fully integrated the outdoors lifestyle into their brand message in a target audience-appropriate way that is very relevant and current. There is a gap in the market in UK outdoor retailing as there is not a brand that exists that positions themselves in this way or targets a younger consumer.

Fig. 19 Own photo collage 2013

Outdoors guru on the web Tim Ball is a thirty year old graphic designer from Ohio, living just outside Seattle. He started his Tumblr ‘The Campfire Smell’ to share all his great adventures and he has just reached 2000 followers. He says he first caught the camping bug when he went for a brothers expedition. Before then he said he wasn’t very active and bored of going to bars to let off steam and wasn’t happy with the result. For him the physical activity and the resulting triumph of each endeavour is immensely rewarding. He would far rather spend his spare time and money outdoors than anywhere else nowadays.

Figures 20 & 21 ‘Tim Ball’ 2013

City Tent Dweller Harry Dix has been to college and University and now in an apprentice Accountant, learning on the job. He lives in London and is originally from Kent. He never wanted to move home once he moved out at 18 so living in London is a priority for him. He recently got let down by his land-lord with no warning, he can’t afford to put a deposit down for a flat in London so he’s decided he will buy a tent and live in it for Summer. He has also travelled South East Asia, Australia and New Zealand since leaving school.

Figures 22 ‘Harry Dix’ 2013

Fearless Graduate Dan Al-Karaghouli is a 22 year old graduate who had never really travelled before he finished University. Once he finished University in 2012 he went travelling around South East Asia for the Summer, then he worked over the Christmas period to earn money to go travelling again. This year he has backpacked across the Caribbean islands, now he is earning again to go back to Vietnam and Thailand this Summer. From these experiences he says he has found a new appreciation for the environment around him, he wouldn’t think twice about camping anywhere now. He also said that he felt that he had gained far more life experience camping and backpacking across different countries than he did at University.

Figures 23 & 24 ‘Dan Al-Karaghouli’ 2012

Drop-Out Backpacker Aaron Leaman quit University in 2010 and went travelling for a year in 2011. He visited South East Asia predominantly and also back-packed around Europe. He said he was dissatisfied with moving back home after the freedom of University and wanted to go see the world. Since returning he said he is now working full time in a bakery, purely saving money so he can go travelling to India. He has no intention of a career, his only interest is earning as much as he can as quickly as he can so he can leave the UK again.

Volunteer Intern Richard Fry is in his final year of a four year Mechanical Engineering course. Between his second and third years of University he had to complete a placement, he chose to go to Mozambique and help build an entire village. When he first arrived he had to camp on the site and as they built the buildings they moved indoors. He left his camping gear with the people to live in the village and said the whole experience was incredibly rewarding.

Figures27 & 28 â&#x20AC;&#x2DC;Richard Fryâ&#x20AC;&#x2122; 2011

Figure 29 Own photo collage 2013

Figure 30 own moodboard 2013

Figure 31 own moodboard 2013

Figure 32 own moodboard 2013

Globally, we are ruled by Capitalist Governments heavily influenced by huge brands. We are in the dawn of Mega-Systems of brands that aim to interact with us in every aspect of our lives (L:SN Global 2013).

There is an excitement surrounding space exploration happening right now (Trend Hunter 2012). This has meant that hotels in remote areas have sprung up so people can star gaze without light pollution (Alto Atacama 2013). This means people are gaining an appreciation for the outdoors.

Peter Joseph describes the way our society and economy is run as â&#x20AC;&#x2DC;Culture in Declineâ&#x20AC;&#x2122;. As the founder of The Zeitgeist Movement he urges us to reject the politics and economy that is clearly not designed for complete and entire social benefit (2013)

In Britain today consumers feel unsettled and lack confidence in our Government. Dissatisfaction is rife and the immediate economic future looks gloomy. (L:SN Global 2013) Britain lost its triple A credit rating, showing a lack in confidence from outside countries (The Guardian 2013).

Technology and facilities at campsites are improving meaning that people are going to be more inclined to take camping holidays, self-contained campsites are referred to as â&#x20AC;&#x2DC;glampsites after the trend of glamping within domestic tourism (Jones 2013, Appendix E, pg. 94).

The global economy crisis has meant that people have had to take domestic holidays as going overseas is too expensive (Mintel 2013). People are also using holidays to escape from the fatigue felt due to the economy (Mintel 2013).

People have many experiences and social interactions through the medium of the internet (Dholakiya 2011), this may have a knock-on effect and make them appreciate tangible experience, such as in the outdoors, more. Parents have begun to fear letting their children enjoy the outdoors through things happening in the news (Bond 2013)

Figure 33 own drawing 2013

Figure 34 own photo collage 2013

Rationale for repositioning Millets to the fashion-conscious young consumer Business Outcomes: Make the brand cool and current Provide clearer definition between Blacks and Millets Open up the brand to a wider target audience To show the brand as being essential to the outdoors or camping lifestyle Research has shown that Millets must define their target audience in more depth and with more clarity. This will help brand to develop a clear, consistent identity and message as Millets is currently very confusing currently. Blacks, the parent company, have a much more performance and extreme outdoor gear product range. People who enjoy the outdoors in their leisure time or amateur mountaineer are much more likely to trust Blacks as a brand. Therefore it would make sense to distinguish Millets and Blacks from each other more distinctly. Blacks:Trust, performance, durability, extreme, mountains Millets: Fun, adventure, camping, fashion, lifestyle Differentiating Millets in this way from Blacks is effervescent of sportswear brands with their performance lines and their fashion lines. The success seen by these sportswear brands within the young fashion-conscious has been incredible; the way trend innovators and early majority consumers have integrated sportswear into their lifestyles has been total. Millets should relaunch themselves with the intent to appealing to these people who will adopt the camping or outdoors lifestyle into their own.

Millets and Blacks positioning

No other brand in the UK that stocks camping and outdoor gear tries to appeal to trend-setting teenagers and twenty-something year olds. This target audience appreciate and engage with the outdoors as shown through primary research and observations made on Tumblr.

SWOT analysis of relaunching Millets

JD Fashion Plc have already pledged to update stores and keep 60 stores open across the UK showing faith in the brand.

The British weather is very unpredictable and camping is fairly seasonal.

It is pretty risky repositioning the brand as it may not be well received by the new target audience.

Some people do not see domestic tourism as a true escape from normality.

It also may alienate the original target audience who do not think to go to Blacks for their camping and outdoor gear.

Primary research has shown some people do not enjoy camping as an outdoor activity, meaning a focus on spending time outdoors will need to be focussed on as well as camping.

Figure 35 own drawing 2013

The new target audience have shown a like for taking naff or ugly brands and wearing them to appear alternative (see Case Study on The North Face). Repositioning Blacks as the place to go to for performancebased gear for the outdoors gives clearer definition to both brands. Economic crisis means that more people are forced to have domestic holidays.

Defining the brand history means that consumer have something more to identify with. With a history as long as Millets, it seems completely wrong to not focus on their 120-year heritage. With the economy failing, rise of domestic tourism and events that have made us celebrate being British, such as the Olympics and the Royal Wedding, it also means that Millets will be more appreciated by consumers here due to their Britishness. The copy that I wrote for the brand history pointed out their long British heritage, whilst also showing the brand’s love for the British outdoors.

“Mr. J. M. Millet was a man passionate about the great outdoors, so much so he felt compelled to share this with others. He opened his first store in 1893 selling camping and outdoor gear. For over a century Millets has been a staple feature of the British high street, providing everyone with the equipment to enjoy and experience the English countryside. Millets was born out a love for adventure and built on an ethos of spontaneity. It is our vision to ensure that we preserve people’s passion for exploring the outdoors.” This brand history shows the brand’s enthusiasm and passion for the outdoors, which is a value very important to Millets. Redefining the brand matrix was very important, as the values had to be relevant to the new target market. The new target market is 16-30 year olds who enjoy spending time outdoors casually and also follow fashion and trends. They would be most likely be within the early majority category in Martin Raymond’s Diffusion of Innovation curve (2011).

Millets brand history ‘For many organisations a useful starting point in strategy formulation is to define its mission, purpose or values’ (Hooley et al, 2008, pg. 31)

‘Consumers often define brand identity in terms of very concrete, palpable and tanglible atrributes’ (Kapferer, 2001, pg. 34)

‘Brand trust is created when values are reinforced through sensitive behaviour’ (Ind, 2005, pg. 80) Figure 36 own photograph 2013

Redefining Milletâ&#x20AC;&#x2122;s target audience has meant that the camping and outdoor gear will be bought for such activities listed to me in my primary research (Survey Responses 2013, Appendix A). Backpacking abroad, festivals, Duke of Edinburgh and short holidays with friends were the most popular activities within the target audience when questioned. After redefining the target audience, brand history and brand value matrix Millets as a brand is far clearer. Translating this across to their visual branding and marketing mix in a target audienceappropriate was very important.

Figure 37 Bestival 2012

Millets target audience

Figure 38 New Zealand 2011

Logotype development I began by designing a logotype, after having looked at other logos there seemed to be a lot of retro insignias and although this may have been current, I wanted to make the brand cool as well. Looking at iconic brands such as Poler, Stussy and Herschel which are brands that I have looked at in reference to rebranding Millets all have a very distinctive black logotype. I designed the logotype by hand, as a hand drawn logotype was the most appropriate considering the rustic aesthetic associated with the outdoors. I developed a logo that was slightly â&#x20AC;&#x2DC;varsityâ&#x20AC;&#x2122; looking as the M and the double L joined created a nice, fluid shape and the logo appeared very youthful. I researched around to see whether any other British brands used a logotype like this also, and my design seemed individual and distinctive enough.

Logotype development moodboard

Figure 39 Own moodboard 2013

Hand-drawn logo to becoming vectorised

Figure 40 Own drawings and manipulation 20130

I then developed different merchandise designs to place the logo on. I chose a grey and white capped sleeve unisex t shirt, as this is a staple fashion item. I then chose to place the logo on a notebook, due to the success of Field Notes and because notebooks are of a low price point and are therefore more accessible to the new target audience, who may be uncertain of the new Millets. I then went for a canvas bag and also a mug as two more items that would tie in to the mini-range for Millets own brand. I felt that these products would be enough to redefine Millets and also gave scope for further development should this initial mini-range of products be received well. Millet already stock a wide variety or products so I felt it was best to limit the amount of new products so as not to overface consumers.

Figure 41 own image manipulation 20130

New product range

Lookbook moodboard Figure 42 own moodboard 2013

Photography & styling I took the photography for the lookbook with two models that encapsulated what I want Millets to represent. Fashionable, outdoorsy models that were not classically beautiful, but more rugged looking. Both models were relatively experienced and they made the shoot very easy. I styled it to make the shots look very natural, a moment captured in time, to replicate the spontaneity of an adventure. When editing the photos I took note of the desaturated look to many photos popular on visual blogging sites

SPRING SUMMER 2013

Figure 43 own photography 2013

Digital communication

I redesigned the web-site and social media pages as these forms of digital communication are hugely important to reach the target consumer. These updated and more up-to-date forms of communication will help promote the relaunch of the brand. I would use these social media sites, the Tumblr I have set up and the website to promote the relaunch event. I will also send one of each item of merchandise

Millets website

Figure 44 own image manipulation 2013

Facebook page

Figure 45 own image manipulation 2013

Twitter page

Figure 46 own image manipulation 2013

Figure 47 own photography 2013

I will hold a press event in which I will invite fashion bloggers and fashion magazines to come and see how Millets has been relaunched. I would set it in a semi-rural area just outside London, such as Richmond Park or Great Windsor Park. I would set up a ‘glampsite’ and ask those attending ‘when was your last adventure’ and go into the reasoning why it is so important to holiday in Britain, and how rewarding camping can be.

Press release

Marketing Department JD Fashion Plc.

Press Release 14th June 2013

80% of people asked said they wanted to go camping this year - Research undertaken by Millets has found that when inspired 80% of people want to go camping - Glampsites remain a strong feature of domestic tourism within the UK - Millets reposition themselves for the young, fashion conscious who will integrate the outdoors into their lifestyle Since JD Fashion Plc bought Blacks Leisure, Blacks and Millets have consistently made a loss for the brand. Research undertaken has shown that with a careful repositioning of both brands will provide clarity for the UK outdoor retailing market. Summer 2013 is set to revolutionise the camping and outdoor gear market when Millets unveil their relaunch on the 1st July. The first outdoor retailing brand to target the younger British consumer will see Millets connect with people needing equipment for festivals, backpacking abroad on gap years, Duke of Edinburgh and spontaneous trips away with friends. Bringing out a small range of t shirts and complimenting accessories to fit alongside the existing product range will make the brand fashionable and current. Blacks keep its existing positioning targeting those who enjoy the outdoors, from casual dog walkers to more extreme mountaineers. The more distinct separation in brands will give clarity to the outdoor retailing market and between the two brands any consumer needing camping or outdoor gear will go to Blacks or Millets.

For contact: Faye Wilkinson- fayewilkinson137@gmail.com JD Fashion Marketing Department- marketing@jdfashion.com

Event invitation

Event moodboard Figure 47 own moodboard 2013

The launch event in stores and campaign online will also revolve around the same messages. The ‘when was your last adventure’ and ‘its out there’ taglines will be used to provoke and encourage people to appreciate the Britain, camping and the relaunch of Millets. Return on investment should be fairly easy to measure by assessing how much of the new merchandise is sold and also by seeing how many social interactions Millets get online.

Facebook wall post

Figure 48 own image manipulation 2013

Twitter pic #itsoutthere

Figure 49 own image manipulation 2013

Figure 50 ownphoto collage 2013

In conclusion my research has shown that there is a gap in the market for a camping and outdoor gear brand aimed at the young, fashion conscious; much like Poler in the US but over here in the UK. I have found that consumers are opting to take more domestic holidays due to the economic crisis and this combined with better campsite facilities and the glamping trend means that now is an opportune moment to be promoting camping in Britain. After analysing Millets, their mother company Blacks and their main competitors here, it makes sense to position the brand differently. Positioning Millets for a younger audience means that Millets can reach consumers needing the gear for such activities outdoors as festivals, the Duke of Edinburgh, backpacking abroad and spontaneous camping trips with friends. Being the go-to place for these camping experiences would be unique and reach many younger consumers. By designing a small selection of merchandise to go alongside their existing product range has meant that Millets should become more fashionable and current. Redesigning the visual identity of the brand is also something that makes Millets stand out in the UK outdoor retailing market. Promoting the launch event with a provocative question, when was your last adventure, and with a motivational strapline, its out there, means also that Millets is speaking directly to their target audience and hopefully inspiring them to spend time outdoors. Success for Millets would mean that the brand would stop making JD Fashion a loss and hopefully these actions will reverse the damage made when JD bought Blacks Leisure.

Figure 51 own logo design 2013

Word Count: 5346 excluding quotes

List of References (Moulds for The Guardian, 2012, online) (Salmon for Daily Mail, 2013, online) (Mintel, 2013) (Survey Result, Appendix D) (Gladwell, 2002, pg 9) (Raymond, 2011, pg 19) (Dholakiya 2011), (Bond 2013) (L:SN Global 2013) (L:SN Global 2013) (Mintel 2013) (Mintel 2013) (L:SN Global 2013) (Joseph, 2013) (Trend Hunter 2012) (Alto Atacama 2013) (Jones 2013). (Kapfurer, 2001, pg. 34) (Ind, 2005, pg. 80) (Hooley et al, 2008, pg. 31)

Bibliography Alto Atacama (2013) Astronomy Tourism. [online] Available at: http://www.altoatacama.com/index.php/ [Accessed: 5 May 2013]. Boatwright, P. (2009) A step-by-step process to build valued brands. Product & Brand Management, 8 p.38-49. Bond, D. (2013) Are we afraid of the outdoors. Outdoor Nation, 14th May.[online article] Available at: http://outdoornation. org.uk/2013/05/14/are-we-afraid-of-the-outdoors/ [Accessed: 14 May 2013]. Bond, J. (2013) Project Wild Thing - An interview with David Bond. [online] Available at: http://outdoornation.org. uk/2013/01/16/project-wild-thing-an-interview-with-david-bond/ [Accessed: 21 May 2013]. ‘Culture in Decline’ by Peter Joseph (2012) [film] US: Free Media Project. Dholakiya, P. (2011) Is Social Interaction on the Internet a Good Idea? | inspirationfeed.com. [online] Available at: http:// inspirationfeed.com/articles/business/is-social-interaction-on-the-internet-a-good-idea/ [Accessed: 18 May 2013]. Fioroni, M. and Titterton, G. (2009) Brand storming. Basingstoke [England]: Palgrave Macmillan. Gladwell, M. (2002) The tipping point. Boston: Back Bay Books. Hair, J. (2008) Essentials of marketing research. Boston: McGraw-Hill/Higher Education. Hooley, G. and Piercy, N., et al. (2008) Marketing strategy and competitive positioning. Harlow, England: FT Prentice Hall. Ind, N. (2005) Beyond branding. London: Kogan Page. Jones, D. (2013) Interviewing the founder of ‘Cool Camping’ website. Interviewed by Faye Wilkinson [email] 10 May. Kapferer, J. (2001) (Re)inventing the brand. London: Kogan Page. Krake, F. (2005) Successful brand management in SMEs. Product & Brand Management, 14 (4), p.228-238. LS:N Global (2013) StrangeDays 2013: Student Trend Briefing, Broadway Cinema, Nottingham, 24th April. Mintel (2013) Camping and Caravanning- UK- April [report] Moulds, J. (2012) JD Sports profits hit by Blacks losses. [online] Available at: http://www.guardian.co.uk/business/2012/sep/18/jdsports-profits-hit [Accessed: 14 May 2013]. Osborne, H. (2013) How the loss of Britain’s triple-A credit rating will affect consumers. [online] Available at: http://www. guardian.co.uk/money/2013/feb/25/loss-triple-a-credit-rating-consumers [Accessed: 28 Feb 2013]. Outdoor Nation (2013) Are we afraid of the outdoors?. [online] Available at: http://outdoornation.org.uk/2013/05/14/are-weafraid-of-the-outdoors/ [Accessed: 21 May 2013]. Raymond, M. (2010) The trend forecaster’s handbook. London: Laurence King. Salmon, J. (2013) Loyal patrons saved Millets, says new owner JD Sports. [online] Available at: http://www.dailymail.co.uk/ money/markets/article-2310720/Loyal-patrons-saved-Millets-says-new-owner-JD-Sports.html [Accessed: 14 May 2013]. TrendHunter (2012) Stellar Cosmic Holidays. [online] Available at: http://www.trendhunter.com/trends/intergalactic-travelbureau [Accessed: 05 May 2013].

List of Figures Figure 1 Own photograph collage [Image manipulation] 2013 Figure 2 Own photograph collage [Image manipulation] 2013 Figure 3 Own photograph collage [Image manipulation] 2013 Figure 4 Own photograph collage [Image manipulation] 2013 Figure 5 Own photograph collage [Image manipulation] 2013 Figure 6 Millets Digital Promotional Material [Graphic design] 2012 Can be found at: https://www.facebook.com/#!/ milletsonlinefans Figure 7 Millets Digital Promotional Material [Graphic design] 2012 Can be found at: https://www.facebook.com/#!/ milletsonlinefans Figure 8 Millets Digital Promotional Material [Graphic design] 2012 Can be found at: https://www.facebook.com/#!/ milletsonlinefans Figure 9 Own photograph collage [Image manipulation] 2013 Figure 10 Go Outdoors website homepage [Screenshot] 2013 Can be found at: http://www.gooutdoors.co.uk/ Figure 11 Craghoppers website homepage [Screenshot] 2013 Can be found at: http://www.craghoppers.com/ Figure 12 Own photograph collage [Image manipulation] 2013 Figure 13 Hunter Wellies [Photograph] date unknown, photographer unknown, available at: http://1.bp.blogspot.com/_92Mx83Q1nIU/ S0qTYunmLMI/AAAAAAAAAjc/HrjxPgMFXs8/ s1600/hunter-forest%2Bpeacoat.jpg Figure 14 Eastpak Backpack [Photograph] date unknown, photographer unknown, available at: http://media.cdn.impericon.com/media/catalog/ product/e/a/eastpak_paddedpakr_coal_backpack_ lifestyle_lg_1.jpg Figure 15 Stussy bucket hat[Photograph] date unknown, photographer unknown, available at: http://stussy-wordpress-production.s3.amazonaws. com/assets/stussy-beentrill-hr_FINAL-11.jpg Figure 16 The North Face backpack [Photograph] date unknown, photographer unknown, available at: http://f5torefresh.com/wp-content/ uploads/2010/02/the-north-face-purple-labelbackpack-fanny-pack-2.jpg

Figure 17 Field Notes note pad [Photograph] date unknown, photographer unknown, available at: http://www.mrfurrypants.com/wp-content/ uploads/2011/01/FieldNotesSteno1.png Figure 18 Poler sleeping bag [Photograph] date unknown, photographer unknown, available at: http://www.selectism.com/news/wp-content/ uploads/2011/08/Project-10-Poler-CampingStuff-141.jpg Figure 19 Own photograph collage [Image manipulation] 2013 Figure 20 & 21 ‘Tim Ball’ [photograph] 2013, photographer unknown , available at: www.facebook. com/timball6 Figure 22 ‘Harry Dix [photograph] 2013, photographer unknown , available at: www. facebook.com/harrydixo Figure 23 & 24 ‘Dan Al-Karaghouli’ [photograph] 2012, photographer unknown , available at: www. facebook.com/danialk Figure 25 & 26 ‘Aaron Leaman [photograph] 2012, photographer unknown , available at: www.facebook. com/aleaman Figure 27 & 28 ‘Ricahrd Fry [photograph] 2011, photographer unknown , available at: www.facebook. com/richyboifry Figure 29 Own photograph collage [Image manipulation] 2013 Figure 30 Own moodboard [Image manipulation] 2013 Figure 31 Own moodboard [Image manipulation] 2013 Figure 32 Own moodboard [Image manipulation] 2013 Figure 33 Own compass drawing [Drawing] [2013] Figure 34 Own photograph collage [Image manipulation] 2013 Figure 35 own drawing [drawing] 2013 Figure 36 own photograph [photograph] 2013 Figure 37 Bestival [photograph] 2012, photographer unknown, available at : www.facebook.com/ ambersheppard Figure 38 New Zealand [photograph] 2011, photographer unknown, available at: www.facebook. com/matthewburns Figure 39 own moodboard 2013 Figure 40 own drawing and manipulation [drawing] 2013 Figure 41 own image manipulation [image manipulation] 2013 Figure 42 Own moodboard 2013 Figure 43 own image manipul ation 2013 Figure 44 own image manipul ation 2013

Figure 45 own image manipul ation 2013 Figure 46 own photography 2013 Figure 47 own moodboard 2012 Figure 48 own image manipulation 2013 Figure 49 own image manipulation 2013 Figure 50 own photo collage 2013 Figure 51 own logo design 2013 Font Cover own design 2013 Back Cover own design 2013 Contents Page own design 2013

Appendix Contents A: Declaration Form pg. 66 B: Ethics Checklist pg. 67 C: Tutorial Record Sheets pg. 68 D: 3 Surveys with results pg. 76-87 E: Email Interviews pg. 88-106 Holly Aspinall David Jones Tim Ball Chris Robinson Millets / JD Sports F: Poster to Millets pg. 107 G: Camping Journal (photography credit to Emily Westaway) pg. 108-110 H: Pinterst: pg. 110 J: Tumblr pg. 112

Appendix A: Declaration form

School of Art & Design

fcp3

Declaration Form 2012/13 Module: Negotiated Project Stage 2 Module Leader: Matt Gill Ref. no: FASH30002

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

signed .................................................................................................................... date .......................................................................................................................

Appendix B: Ethics checklist

Nottingham Trent University School of Art and Design

Ethical Clearance Checklist for individual student projects To be completed by the student for an individual project that involves the collection of primary data this includes images, drawings, photographs, questionnaires and interviews. Please complete this document following the guidance in the School of Art and Design Ethical Guidelines and Framework for Research and Practice Undertaken by Students.

Section A: About the research Name: Programme of Study: Module Title and Reference Number: Name of module leader/supervisor responsible for the management of the project Duration of project Project title

Section B: Training and experience Have you had previous experience of or been trained in the methods employed to collect data, and/or discussed with your supervisor? Have you been informed, given guidance, had issues outlined in relation to research ethics and consideration in relation to your project?

yes

yes yes yes yes yes

no no no no no

n/a n/a n/a n/a n/a

yes yes

no no

n/a n/a

Section C: Methodology/Practice/Procedures Does your proposed study involve procedures which are likely to cause physical, psychological, social or emotional distress to participants or yourself? Does your proposed study involve the use of hazardous materials, other than those currently covered by the School Health and Safety procedures?

Section D: Ethical checklist Does your project involve observing/questioning/the use of people in any way? Yes Please complete the remainder of the form No Go straight to Compliance with ethical principles and Declaration Does your study involve vulnerable participants as described in the Student Ethical Toolkit? Does your study involve observation and/or recording of identifiable participants without their knowledge? Will participants give informed consent freely and be fully informed of the study and of the use of any data collected? Will participants be informed of their right to withdraw from the study? Will all information on participants be treated as confidential and not identifiable unless agreed otherwise in advance and subject to legal requirements? Will any recordings of participants be securely kept and not released for use by third parties? Will storage data comply with the Data Protection Act 1998?

If you have selected an answer shaded in grey, you must submit a full application to the Subject REC or modify the project. A full submission to the Subject PREC comprises of: this form, a project proposal, an additional statement of up to 500 words outlining the ethical issues raised by the project and the proposed approach to deal with these.

Compliance with Ethical Principles

If you have completed the checklist to the best of your knowledge without selecting an answer shaded in grey, the research is deemed to conform with the ethical checkpoints and you do not need to seek formal approval from the Subject PREC. Please sign the declaration below, and lodge the completed checklist with your supervisor.

Declaration

I have read the Ethical Guidelines and Framework for Research and Practice Undertaken by Students. I confirm that the above named investigation complies with published codes of conduct, ethical principles and guidelines of professional bodies associated with the research discipline. Name of student: ……………………………………………………………………………… Signature of student ………………………………………………………………………………. Signature of supervisor/module leader ……………………………………………..…………………………..………. Date ……………………………………………………………….. Form reviewed October 2011, final copy 14.10.11

Appendix C: Tutorial record sheets School of Art & Design

fcp3

Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: Name :

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Learning issues to discuss in session:

Feedback from session:

Tasks for next session:

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

School of Art & Design

fcp3

Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: Name :

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Learning issues to discuss in session:

Feedback from session:

Tasks for next session:

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

School of Art & Design

fcp3

Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: Name :

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Learning issues to discuss in session:

Feedback from session:

Tasks for next session:

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

School of Art & Design

fcp3

Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: Name :

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Learning issues to discuss in session:

Feedback from session:

Tasks for next session:

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

School of Art & Design

fcp3

Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: Name :

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Learning issues to discuss in session:

Feedback from session:

Tasks for next session:

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

School of Art & Design

fcp3

Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: Name :

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Learning issues to discuss in session:

Feedback from session:

Tasks for next session:

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

School of Art & Design

fcp3

Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: Name :

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Learning issues to discuss in session:

Feedback from session:

Tasks for next session:

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

School of Art & Design

fcp3

Tutorial Record Sheet 2012/13 Module: Research Project Stage 2 Ref. no: FASH30002 Date: Name :

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Learning issues to discuss in session:

Feedback from session:

Tasks for next session:

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

D1: Survey 1 Q&As

Do you feel that a Do you prefer to If a store has other If a store has store's How much would go to a brand's sections in it for particularly environment has you say you Could you please Could you give a store or do you you to enjoy are innovative How do you feel an impact on your observe the way a give an example of reason why you prefer to go to a you more likely to technology in-store about self-service overall shopping store is laid out a store design that love that particular bigger department spend more time how likely are you versus customer Timestamp experience? and designed? you really love? store? store? there? to interact with it? service? much prefer customer service when it comes down to items i female down one want, but selfside, male down service is good for 01/03/2013 11:48: Brand's standalone the other, no needs (i.e. food, 34 Yes 3 schuh fannying around! store Doesn't bother me Not sure toiletries).

How much would you say your experience of a brand in-store impacts on your opinion of the brand?

Is there a particular type of shop or brand that you feel needs to be brought up-todate

4 Topshop

Everything runs in a smooth order, it's open and easy to see the stock and everything is clearly labeled Doesn't bother me No

oh dear lord will someone please do something with 4 primark?! Clarks do some amazing shoes but feel they are for the older generation so rarely advertise that I have brought from there 2 recently.

All saints in 5 Nottingham

Really well spaced out, its never busy and its easy to see where you want to go.

Shops on the highstreet are all the same and all 3 boring...

01/03/2013 12:05: 37 Yes

5 Urban outfitters

The atmosphere is cool and it feels like you're in a lift apartment

01/03/2013 12:41: 07 Yes

5 Whistles, Cos

Simple,clean, well considered layout and navigation

01/03/2013 11:51: 03 Maybe

01/03/2013 11:57: 46 Yes

02/03/2013 14:19: 20 Yes 03/03/2013 07:14: 25 Yes

03/03/2013 07:19: 09 Yes 03/03/2013 07:47: 09 Yes 04/03/2013 03:42: 24 Yes 04/03/2013 04:02: 51 Yes 04/03/2013 04:05: 46 Yes

If it was quicker and the queue was smaller then yes I would pay at a self-service check out. HATE SELF SERVE!

Anthropologie always impresses 5 me!

It depends if I am shopping alone or Easy to navigate with others. If and sectioned into Brand's standalone alone this wouldn't particular styles store bother me Yes Clean, airy, Brand's standalone Yes Not sure interesting store I like that its cluttered! But its meaningful clutter...kind of like organised mess, if Brand's standalone you know what i mean? store Yes Yes

4 urban outfitters

shows the brands personality

Brand's standalone store Doesn't bother me Yes

sometimes a quicker option

Easy to navigate Mens department is all on one floor

Doesn't bother me No

Department store

Yes

depends who I'm with, more likely to do this if I'm with Brand's standalone my mum or family store member Not sure

Don't like it no self service drives me mad Always choose customer service over self service if it was responsive enough and well built then I would use it, but sometimes technology is difficult to use

Brand's standalone store Doesn't bother me Yes

Prefer assistance

4 Cos 4 Muji

4 Topshop 4 House of fraser 4 Topshop

04/03/2013 04:33: 59 Yes

4 Zara

04/03/2013 04:49: 37 Yes

3 Urban Outfitters

04/03/2013 06:15: 11 Yes 04/03/2013 12:46: 40 Yes

Fine in supermarkets but feel it will lead to many complications in clothing store because of tags Not sure etc I'd probably check Yeah way more it out if it wasnt attractive, I would busy but im not rather not have too massively many confident so i questions/customer Brand's standalone would be nervous service in your store No about it face. At first it would be hard to get used to but once it became Brand's standalone the norm it would store Yes Yes be very efficient I think self service is good in environments like supermarkets etc. However if this was to be introduced into retail I wouldn't be happy customer service is part of Brand's standalone the shopping store Doesn't bother me Not sure experience.

Appealing

it's open plan and it has interesting visual displays. Small sections for each different designer/style. Easy to nacigate

I like the way apple I find the large stores are laid out amounts of space 4 with lots of space appealing 4 urban outfitters

04/03/2013 12:49: 20 Yes

4 Urban Outfitters

04/03/2013 12:53: 17 Yes

4 Urban Outfitters

interesting

Layout and the clothes themselves It is up to date it terms of interior and layout and has a variety of clothing rails and tables across the store which you can interact with

Yes

Brand's standalone store Yes

Not sure

Doesn't bother me Yes Yes Brand's standalone Doesn't bother me Yes store

In two minds about this - I like the technological side but I also enjoy human interaction when shopping.

Intrinsically I don't mind, but the selfservice options are more susceptible to going wrong.

Brand's standalone store No

Yes

DISLIKE Customer Service is much better you can get answers that automated services cannot

Brand's standalone store No

Depends on my mood

I prefer them

Debenhams is a really boring store although it suits 5 the consumer

Clarks, Boots, 4 florists. TK Maxx layout is awful. Toys R Us and other toy stores could interact and use technology more in 3 store. 5 Primark

Card shops Clintons, Card 3 factory etc clarks deffo! even boots seems dated 4 now 3 4 Shoe shops are all 4 quite dated DIY stores, like home base etc, think they could be more inspirational, especially because 3 it's for the home TK maxx, jumble 3 sale! I do agree Clarks is boring, but it does not brand itself as an "exciting" shoe manufacturer. Off hand, I can't think of any brands of shop that need 4 updating. 5

4 Primark

Not that I can think 4 of

D2: Survey 2 Q&As

Timestamp

How old are you?

Have you ever been camping UK or abroad?

Where have you bought your camping equipment? (write N/A if not applicable)

12/04/2013 11:14: 49 18-21

Yes

Argos

12/04/2013 11:28: 44 30+

Yes

millets, blacks

12/04/2013 11:44: 02 30+

Yes

Argos!

12/04/2013 12:33: 45 26-29

Yes

12/04/2013 13:35: 24 26-29 12/04/2013 14:35: 03 22-25 13/04/2013 04:18: 19 18-21 13/04/2013 06:20: 34 18-21 14/04/2013 08:03: 13 18-21

Yes

No Yes

For what purpose did you camp? (write N/A if not applicable)

Can you give me Could you give me three words that a reason for or Could you name you associate with against holidaying your favourite UK camping? in the UK? destination? Against - no good weather guaranteed, same School trip Rain, tent, hard old same old London duke of edinburgh, tents, rashion beautiful country ten tors, sea cadet packs, sleeping sides in uk, i love training. bags dartmoor. dartmoor Camping in the rain is not fun!

Bournemouth

Millets and blacks

Weekend at motor racing Silverstone Nature, cold, dirty! Ten tors, sea cadet expedition training, family holidays in France, girlie holidays, weekend breaks with friends and Beer, friends and music festivals sleeping bag

Raining against and busmans holiday for

Cornwall

millets

short breaks and festivals

weather unpredictable

cornwall

n/a

Go Outdoors

Festivals and Duke cold, unclean, of Edinburgh festivals

N/A

17/04/2013 09:23: 10 22-25

Yes

17/04/2013 09:23: 48 18-21

Yes

Halfords

17/04/2013 12:26: 57 22-25

18/04/2013 04:19: 26 18-21 18/04/2013 06:51: 18 18/04/2013 07:28: 58 18/04/2013 07:29: 58 18/04/2013 07:30: 51

tents, rain, uncomfortable

n/a

N/A N/A Borrowed from my dad, as I have no idea where to purchase camping Holidays and stuff! festivals.

17/04/2013 09:24: 22 18-21 17/04/2013 09:32: 20 22-25 17/04/2013 09:37: 15 30+

open fresh air

Festival

Bugs, outdoors, tent outdoors, cold, trees

Fun but uncomfortable

festivals

Wales, they have some beautiful looking places

No, just have never been

Scotland

haven't had the time/excuse

festival? Places to stay in that aren't tents, maybe warmer, more comfortable options. Some sort of event/holiday a spare moment!

just time and holiday leave

cheaper prices. events to help persuade our decisions to go there

festivals to create events and stuff to run along side camping - like more quiet community festivals or some other ideas (better ones than festivals)

Distance

Cheap travel

Glamping!

better weather

better weather apart from weather probably a more contemporary style of living, something new and a bit different

the weather - not good! Against- I like the sunshine

London or Leeds

Matlock Bath

lake district, scotland, wales and ireland. and because of the sights and stuff Dorset, Cornwall etc

croyde

holiday

cornwall

shit weather

london

Yes

millets, blacks

family holidays

muddy, against: bad disorganised, hate weather

Yes

Millets, Rainbow Superstore, Local camping independent retailers

holidaying, festivals

outside, cold, uncomfortable

It is cheaper usually

Salcombe, Devon

outdoors, mud, tent

the weather

ireland

22-25

Yes

n/a n/a My Parents so not sure Caravan Holiday

22-25

Yes

N/A

22-25

Yes

N/A

Holidaying Festival, cadet camp

18/04/2013 07:35: 04 22-25

Yes

Millets, Tesco, Asda, Argos

Festival, holiday

18/04/2013 07:52: 21 18-21

Yes

Millets, Fox's Outdoor

holiday, backpacking

18/04/2013 08:10: 34 22-25

Yes

Millets

Holiday

Against- risk of bad weather For: to see the countryside in all of its natural stars, noise, peace beauty. Freedom, adventure, summer Weather

London blackpool

Against - Weather Bakewell The weather Close, lots of countryside

Outdoors, BBQs, sun

The Lake District and parts of Scotland

Cost, transportation

Harrogate

Peak or Lake District

Finding time

Good deals, tourist assistance Being prompted to go by an external factor

Scotland maybe more devon and cornwall

ive been

good feedback

Yes

millets

backpacking

outside, cold, tent

close to home

18/04/2013 09:25: 37 18-21

Yes

My mum did.. We used to go to a huge tent place

Fun holidays

Fun, refreshing

Maybe the weather Devon

n/a

Weathers not lush enough South east coast The rain! London For: Cheaper and a chance to explore what's on your own doorstep Liverpool the weather

Cheap transport Scenery, hills, beaches

Westward Ho!

musical festival

Yes

Distance/money

Too far and not had time/money to go

tesco

rough, outdoors, damp

cheap holiday more time, better knowledge of havent got the time whats available suppose would rather go abroad Weather

Yes, the lakes.

Yes

22/04/2013 10:05: 57 18-21

a cheaper option or some sort of student deal

Cornwall

18/04/2013 08:31: 52 18-21

Cold, nature, fire

Norfolk, Suffolk Great beaches! Yes but i'm not sure where

The North West Country, Welsh south coast Devon

You never know if it will be warm weather permitting enough for a fun holiday

Holiday D of E, school trips, travelling in australia

lake district- heard its a besutiful place and i want to money more than breathe fresh air! anything I have been there but I would like to spend more time finding out about the area. I live in Devon anyways which means I already do know a lot about the SouthWest but its always good to Cornwall explore more.

Poole

18/04/2013 08:11: 25 18-21

Argos

Sunshine

festival

Yes

Norfolk broads, isle if man. And the list goes on Time Sunshine convienience with young children an I wales, cornwall don't drive

weather cornwall For- cheaper and some beautiful locations, againstthe weather most the time! Cornwall

18/04/2013 14:19: 52 26-29

A good family An au pair to have based activity the kids!!! centre

Weather or recommendations

halfords

Dirty, cold, wet

Lake District

If it wasn't so cold

n/a

Festival

price, things to do

Kids want to visit the beach

Not sure if I'm Too busy at Uni/no honest; reason to go reputation?

Yes

nope

cheaper travel/ hotels

Yes

Holidays, festivals, duke of Edinburgh and cadet camps Chilling, fun, dirty

lake districts

time and money

tent, barbeque, music mud, rain, lack-ofsleep tent, sleeping bag, fire

Millers, Blacks Millets, Tesco direct

Weekend break deals, cheaper train tickets

time and weather

borrowed it from a friend festivals

Yes

Places like Manchester, other Never had a big cities up north reason to

What could encourage you to go camping in the UK? If anything Having a back up option if the weather is horrendous

guaranteed sunshine and a warm, dry, comfy place to sleep

18-21

18/04/2013 10:43: 17 22-25 18/04/2013 13:51: 41 22-25

What could encourage you to visit this or any other place in the UK? If anything

not really, just havent had the time

Yes

Cold, dark, quiet

Is there a reason why you haven't been to this place yet?

for: cheap and beautiful, against: shitty weather cornwall peak district Against would be that the weather is Love to see more so unpredictable Padstow, Cornwall cities in the UK Yes, more Northern cities and more Southern The weather is terrible! Manchester? coastal areas.

britain, small, dirty Cold weather

Dirty, Wet, Tents Tent, weather, sleeping bag

Are there parts of the UK that you feel that you should explore? If so which ones?

somewhere by a beach

More luxury camping options

if i knew it would be nice weather better weather!! Friends Good weather Drier tents If it was revamped to be more fashionable. For example glamping is desirable but its still quite expensive. Make camping fashionable but cheap Better weather or an incentive to take my family.

Better campsite facilities Tents with higher 'ceilings' because every tent i've ever bought is great for space except for Haven't been able the height of them to afford a good Cheaper train trip their yet travel to Edinburgh (for 1-3 man sizes)

Have had better holiday options

close to home I love camping so i'd go anyway. I suppose I haven't been with a group Friends, or maybe of friends before so I'd love to do a festival that's ONLY at that place that. Nothing really, as it is just the weather that puts me off the UK the most As above

Stonehenge

Weather

Glamping

Devon, Lake District

Time

Better weather

N/A

cornwall

just never made the time

if my friends wanted to go

my friends

Yorkshire Probably more if the smaller areas along the south coast

I have no reason to go

D3: Survey 3 Q & As 1.

Answers: Survey 3

3. Can you give me 1-3 words that you think of when seeing this image?

Adventure, freedom, forest camping holiday nature Camping, sunny, alcohol yellow, tent, trees Peaceful. Natural. Calm Tent tree camping camping, austrailian outback, sunny Camping, Summer, Fun peaceful, beautiful Cold nature isolated Forest, Peace, Nature Tent, Holiday, Canada scenic, picturesque, woodlnad Peaceful camping fun outdoors, nature, BUGS summer, nature, green free relaxing water, yellow, fish yellow nature tree outdoors, forest, camping Camping freedom, nature, spacial Tranquil Amenities desolate, survival, DIY Fresh, Outdoors and Fun forest, camping, scandinavia peace, serene, tranquility America, Bonfire, Pine open, fresh, freedom rustic, rural, pretty Scouts, boys, dirty camping outdoors nature camping woods tree yellow, tent, tree

4. Can you give me 1-3 words that you think of when seeing this image? Total respondents: 34 Moutains, friends, experience view achievement hills, night, camping people, epic, sky Rewarding. Tiring. Hiking peaceful mountain hiking, travelling, recording Hiking, Heat, Memorable stunning, achievement Companionship achievement warmth Accomplishment, Bonding, Goal View explore Hiking friends adventure feet ache, back ache, but an achievement success, mates, journey epic friendship beautiful lord of the rings, fitties, garden Hiking Tall Men hiking, summet, outdoors Triumph amazement, achievement, breath taking. Wow Heavenly accomplishment, surreal, expedition Aspirational, Achievement, and Goal hiking, strenuous, mountains nice view huh? Tired, View, Achievement high, scary adventure, hike, friendship travelling,young, spiritual achievement beaut sky walking hiking mountains walking sky

5. Can you give me 1-3 words that you think of when seeing this image? Total respondents: 34 Campsite, friends, fun camping holiday friends friends, happy, torch campfire, friendship, tent Friendship Cold relaxed boring camping, holidays, fun Drinking, Teenage, Fire cute and cosy Warmth love dirty Comfort, Simple, Nature Cosy, Camping, Friends cosy fire night Cosy happy spiders, ants, not having a bath, dry shampoo warm, couple, cosy fun festival house, fence, trainers Light Converse Tent camping, tent, woods Cosy laidback, freedom, carefree Cosy Private Secluded makeshift, utilities, essentials Warm, Fun , Cute camping, friends, drinking sun's still out Unclean, Damp, Cold cosy, messy, cramped festival, fire, fun festival, music, friends cosy cute outdoors tent light nature light

6. Can you give me 1-3 words that you think of when seeing this image? Total respondents: 34 Lake, landscape, freedom peace nature green boring water, scotland, mountains Beautiful. Scenic Icy lakey cabin tranquil, travelling, Serene, Calming, Romance breathtaking, gorgeous Tranquil silent restful Untouched, Nature, Clean Tranquille landscape Relaxed tranquil, view, peace beautiful, country, cold walking picturesque twilight, edward, bella Tree Landscape Cloud lake, mountains, scenery Nature breathtaking, beautiful, calm Peaceful Adventure tranquil, undisturbed, untouched Space, Freedom peaceful, magical, deserted fresh chill peaceful Amazing, Beautiful, Fresh open, clear, cold quiet, tranquil, peace calming, cold, boring landscape relaxing calm water lake green shire

7. Can you give me 1-3 words that you think of when seeing this image? Total respondents: 34 Exciting, journey, fun road trip! travelling, road trip, fun camping, road, bend Camping Murica backpacking ROADTRIPPPPP countryside, travelling Exciting, Inspiring, Road-trip adventure Adventure camping freedom Adventure, Journey, Expedition Travelling windy roads Packing road trip, friends, fun, loud music trip, basics, roadtrip road trip! bicycle, deer, rabbit Picnic Truck Camping travelling, backpacking, road Backpacking freedom, fresh start, adventure Bye Sad Adventure escaping, freewill, runaway Exciting, Holiday, Road trip adventurous, carefree, america watch for potholes Exciting, Trip, America america, hitchhike roadtrip, american, young road trip, americana, summer travelling journey hitchiking backpacking travelling walking dead

9. Did any of those images make you want to go outdoors/camping/hiking? Total respondents: 34 Yes Yes especially those with a view yes yes When one with friends I'm not a fan of camping but the one at te lake looked relaxing yes number 3, 4 YES! YESSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS Yes - all except for the first one The one with the people on top of the mountain Yes not really, they weren't about people together in a friendly environment. Yes not particularly yes, both tent pictures Yes, the ones with friends no No yes Yes yes, but only in summer when its warm - i've had bad experiences whilst camping. Compelled to explore and yes would consider it. Yes, the last one! The idea of escaping the city with my gear in the back and driving further and further a Kind of more of a road trip then camping in-between Yes the first two the lake Yeah, the car one and the one of just trees. yes, my favourite one. The last image and the first, the first was very pretty, kind of like a celebration of nature and the last rem yes no.. but they do like nice not really from just the images. tv advertsiemnets do no YES: 79.5% NO: 20.5%

Gmail - Inquiry

Appendix E : Email Interviews

HOLLY ASPINALL: MARKETING MANAGER AT CAMPING MAGAZINE Faye Wilkinson <fayewilkinson137@gmail.com>

Inquiry

7 messages Faye Wilkinson <fayewilkinson137@gmail.com> To: editorial@campingmagazine.co.uk

Fri, Apr 12, 2013 at 2:35 PM

Dear Sir/Madam, My name is Faye Wilkinson and I am a final year student at Nottingham Trent University. The reason for my email is to see whether it would be possible to ask some questions to aid my research for my final major project. I am looking to re-think camping and come up with a marketing strategy (which may be linked to a brand) that will hopefully encourage more people to go camping and take more domestic holidays within the UK. Should yourself or someone else in your office be willing to answer some quick questions for me please let me know via email and we can go from there. Thank you in anticipation, Yours Faithfully, Faye Wilkinson Holly Aspinall <HollyA@warnersgroup.co.uk> To: fayewilkinson137@gmail.com

Fri, Apr 12, 2013 at 2:41 PM

Hi Faye, What kind of questions could we help you with? Thanks Holly Marketing Manager, Camping

------ Forwarded Message From: Faye Wilkinson <fayewilkinson137@gmail.com> Date: Fri, 12 Apr 2013 14:35:48 +0100 To: <editorial@campingmagazine.co.uk> Subject: Inquiry

[Quoted text hidden]

------ End of Forwarded Message

Faye Wilkinson <fayewilkinson137@gmail.com>

https://mail.google.com/mail/?ui=2&ik=fc0b1cf45f&view=pt&search=inbox&th=13dfe7588e3597a4[21/05/2013 12:19:44]

Fri, Apr 12, 2013 at 3:07 PM

Gmail - Inquiry

To: Holly Aspinall <HollyA@warnersgroup.co.uk> Hello Holly, Thank you for getting back to me so quickly! The questions that I would really appreciate you answering are as follows: 1) 2) 3) 4) 5)

Do you feel it is important for camping to increase in popularity here in the UK? Do you think that tourist boards such Visit England promote camping enough? Do you feel that camp-sites may benefit from embracing more marketing strategies? What is the readership of Camping magazine? Can you tell me a bit about your readership? Or do you have a media pack you could send me per chance?

I am thinking about re-branding an outdoor retailer such as Millets, to aim towards a younger market in an attempt to rejuvinate camping within the UK and increase the amount of domestic holidays taken. Have you got any thoughts on this at all? Or any insight for me? Thank you so much, Faye [Quoted text hidden]

Faye Wilkinson <fayewilkinson137@gmail.com> To: Holly Aspinall <HollyA@warnersgroup.co.uk>

Fri, May 10, 2013 at 1:57 PM

Hi Holly, I understand it has been a month since my last email with the questions abour camping. I would really, really appreciate a response from you on camping in the UK, even if it just a personal comment on how you feel about it or whether you think there needs to be an increase in the amount of camping holidays taken within the UK, that would be amazing! Thanks in advance, and sorry to pester you, Faye [Quoted text hidden]

Holly Aspinall <HollyA@warnersgroup.co.uk> To: Faye Wilkinson <fayewilkinson137@gmail.com>

Fri, May 10, 2013 at 2:06 PM

Hi Faye,

Sorry I didn’t get back to you – as we are hitting summer I am sure you can understand its quite busy…however, some comments below.

Thanks

Holly

From: Faye Wilkinson [mailto:fayewilkinson137@gmail.com] Sent: 10 May 2013 13:57 To: Holly Aspinall Subject: Re: Inquiry

https://mail.google.com/mail/?ui=2&ik=fc0b1cf45f&view=pt&search=inbox&th=13dfe7588e3597a4[21/05/2013 12:19:44]

Gmail - Inquiry

Hi Holly,

I understand it has been a month since my last email with the questions abour camping. I would really, really appreciate a response from you on camping in the UK, even if it just a personal comment on how you feel about it or whether you think there needs to be an increase in the amount of camping holidays taken within the UK, that would be amazing!

Thanks in advance, and sorry to pester you, Faye

On Fri, Apr 12, 2013 at 3:07 PM, Faye Wilkinson <fayewilkinson137@gmail.com> wrote: Hello Holly, Thank you for getting back to me so quickly! The questions that I would really appreciate you answering are as follows: 1) Do you feel it is important for camping to increase in popularity here in the UK? As publishers of a magazine for campers, yes it is important â&#x20AC;&#x201C; it is quite a popular pastime at present, and has increased in popularity over the past 3-4 years but this needs to be maintained. 2) Do you think that tourist boards such Visit England promote camping enough? I am not sure what Visit England do to promote camping at present. 3) Do you feel that camp-sites may benefit from embracing more marketing strategies? Independent campsites have little marketing budget to do campaigns â&#x20AC;&#x201C; those that do you will see ads for in the magazine. 4) What is the readership of Camping magazine? Circulation of 25k, families of varying ages. 5) Can you tell me a bit about your readership? Or do you have a media pack you could send me per chance? I am thinking about re-branding an outdoor retailer such as Millets, to aim towards a younger market in an attempt to rejuvinate camping within the UK and increase the amount of domestic holidays taken. Have you got any thoughts on this at all? Or any insight for me?

Thank you so much, Faye

On Fri, Apr 12, 2013 at 2:41 PM, Holly Aspinall <HollyA@warnersgroup.co.uk> wrote: Hi Faye, What kind of questions could we help you with? Thanks Holly Marketing Manager, Camping

------ Forwarded Message https://mail.google.com/mail/?ui=2&ik=fc0b1cf45f&view=pt&search=inbox&th=13dfe7588e3597a4[21/05/2013 12:19:44]

Gmail - Inquiry

From: Faye Wilkinson <fayewilkinson137@gmail.com> Date: Fri, 12 Apr 2013 14:35:48 +0100 To: <editorial@campingmagazine.co.uk> Subject: Inquiry

------ End of Forwarded Message

Faye Wilkinson <fayewilkinson137@gmail.com> To: Holly Aspinall <HollyA@warnersgroup.co.uk>

Fri, May 10, 2013 at 2:16 PM

Thank you so much! I can't tell you how much I appreciate it, my deadline is in two weeks! Have a good weekend, Faye [Quoted text hidden]

Faye Wilkinson <fayewilkinson137@gmail.com> To: Holly Aspinall <HollyA@warnersgroup.co.uk>

Tue, May 21, 2013 at 12:18 PM

Hi Holly, just a follow up little email to say thanks once again and also to let you know that by answering my questions you give your consent to allowing me to quote you in my marketing report. If this is a problem let me know asap. Hope you're well, thank again! Faye

https://mail.google.com/mail/?ui=2&ik=fc0b1cf45f&view=pt&search=inbox&th=13dfe7588e3597a4[21/05/2013 12:19:44]

Gmail - Inquiry

DAVID JONES: FOUNDER OF COOL CAMPING.CO.UK Faye Wilkinson <fayewilkinson137@gmail.com>

Inquiry

7 messages Faye Wilkinson <fayewilkinson137@gmail.com> To: enquiries@coolcamping.co.uk

Fri, May 10, 2013 at 3:31 PM

Dear Sir/Madam, My name is Faye Wilkinson and I am a final year student at Nottingham Trent University. I am looking at camping and domestic tourism within the UK for my final project and I was wondering if it would possible to have a couple of short questions on these topics answered by yourself or someone else within your company. Thank you in advance, Faye Wilkinson David Jones <enquiries@coolcamping.co.uk> To: Faye Wilkinson <fayewilkinson137@gmail.com>

Fri, May 10, 2013 at 3:54 PM

Hi Faye, Thanks for your enquiry. That's absolutely fine. Please email over your questions and we will get back to you asap. When is the deadline? All the best, David. [Quoted text hidden]

Faye Wilkinson <fayewilkinson137@gmail.com> To: David Jones <enquiries@coolcamping.co.uk>

Fri, May 10, 2013 at 3:59 PM

Hello there David, Thank you so much for your quick response, I have a couple of weeks until my deadline so if it would be possible to answer my questions after the weekend sometime that would be ideal. My questions are as follows: 1) Is camping an underappreciated and undervalued method of holidaying in the UK? 2) Do you feel that camping should be promoted more to British holidaymakers? 3) How has your web-site gained in popularity since its creation? Have you noticed any trends? Or has it become increasingly popular since the start? 4) Have you got any other thoughts on camping or domestic tourism? Perhaps you feel that people should appreciate the British outdoors rather than holidaying abroad? Thank you so much for your time, Have a good weekend, Faye [Quoted text hidden]

David Jones <enquiries@coolcamping.co.uk> To: Faye Wilkinson <fayewilkinson137@gmail.com> Hi Faye,

https://mail.google.com/mail/?ui=2&ik=fc0b1cf45f&view=pt&search=inbox&th=13e8eda3b4185dd9[21/05/2013 12:20:50]

Fri, May 10, 2013 at 4:04 PM

Gmail - Inquiry

I'll get back to you with some answers on Monday. Have a great weekend. All the best, David. [Quoted text hidden]

David Jones <enquiries@coolcamping.co.uk> To: Faye Wilkinson <fayewilkinson137@gmail.com>

Tue, May 14, 2013 at 5:27 PM

Hi Faye, In answer to your questions: 1. In my experience and based upon our website's increasing traffic, camping is growing in popularity year upon year. I guess this is partly down to these austere times (camping is considerably cheaper than most city breaks) but also an enduring appreciation for the great outdoors. The UK has some truly amazing destinations. I suppose the explosion in UK festivals has also whetted people's appetite for sleeping under canvas. 2. We're certainly doing our part! Our books and website do get a lot of exposure in the national press but with camping being seasonal, it's quite difficult to promote it in the off season. 3. The most obvious trend has been the growth in popularity of glamping. The more high-end luxury campsites have really changed the old commonly held perception of cold showers, Pot Noodles and leaky caravans. Glamping is completely hassle-free. Whether you stay in a yurt, bell tent or airstream caravan, most are fully equipped so you will not need to lug around masses of equipment with you. There's also a sense of privacy you don't get on a traditional campsite, as most glampsites have only a few accommodation options on offer and some can be hired exclusively. Though despite all the modern conveniences, glampers still get a sense of the great outdoors â&#x20AC;&#x201C; particularly appealing to people who aren't too keen on the 'roughing it' that comes with more traditional camping. lampsites are drawing a younger, more urbane crowd to camping. We even published a book on the UK's best luxury campsites. 4. Definitely! The British Isles have some truly amazing camping destinations that rival anything else around the world. Whether it's the stunning Pembrokeshire coastline, the wilds of the Outer Hebrides or the iconic Lake District, grab your tent, a friend and soak up the atmosphere and views that only camping can offer. I hope this answers everything. Please let me know if there is anything else I can help you with. Best of luck with the project! David. [Quoted text hidden]

Faye Wilkinson <fayewilkinson137@gmail.com> To: David Jones <enquiries@coolcamping.co.uk>

Sat, May 18, 2013 at 9:56 PM

David I am so sorry I thought I had replied to your email, your answers are invalid to my research and I really appreciate you taking the time to respond. Thank you again and all the best, Faye [Quoted text hidden]

Faye Wilkinson <fayewilkinson137@gmail.com> To: David Jones <enquiries@coolcamping.co.uk>

Tue, May 21, 2013 at 12:20 PM

Hi David, just a follow up little email to say thanks once again and also to let you know that by answering my questions you give your consent to allowing me to quote you in my marketing report. If this is a problem let me know asap. Hope you're well, thank again! https://mail.google.com/mail/?ui=2&ik=fc0b1cf45f&view=pt&search=inbox&th=13e8eda3b4185dd9[21/05/2013 12:20:50]

Gmail - Inquiry

TIM BALL: BLOGGER AT THE CAMPFIRE SMELL Faye Wilkinson <fayewilkinson137@gmail.com>

Inquiry

8 messages Faye Wilkinson <fayewilkinson137@gmail.com> To: timball.graphicdesign@gmail.com

Thu, May 2, 2013 at 3:43 PM

Hi there Tim, My name's Faye and I'm a student in the UK, I came across your Tumblr whilst researching for my final major project. I am looking to re-brand the UK-based camping and outdoor gear brand, Millets. Anyway I found your Tumblr hugely inspirational and very relevant and I was wondering if I could send you a few questions for you to answer via email. They would be along the lines of how/why you enjoy camping/the outdoors, where you get your equipment from and where you find inspiration from. Thanks in advance, Faye Wilkinson Tim Ball <timball.graphicdesign@gmail.com> To: Faye Wilkinson <fayewilkinson137@gmail.com>

Thu, May 2, 2013 at 7:05 PM

Hello Faye, it's a pleasure to make you acquaintance! I am very flattered you/ve contacted me for you project and that you find my tumblr so inspirational! I'd be more than happy to answer your questions, or, just help you out in any way I can! (Just for your info, though, I am currently in the midst of a big move and my availability is a bit dodgy until May 06...) Cheers Tim [Quoted text hidden]

-________________________ Tim Ball Tb graphicdesign www.tbgraphicdesigner.com 513.646.5107

Faye Wilkinson <fayewilkinson137@gmail.com> To: Tim Ball <timball.graphicdesign@gmail.com>

Fri, May 3, 2013 at 1:42 PM

Hi Tim! Thank you so much for getting back to me so quickly, and take your time I know that moving house is very stressful! I will breakdown the questions as simply as possible for you : ) 1) Could you tell me a little about yourself? 2) Can you remember when you fell in love with the great outdoors? 3) Where do you normally find your inspiration for new hiking/camping trips? 4) Where do you get your equipment for such trips? 5) What prompted you to start your Tumblr? How long have you had it? Have you noticed a rapid increase in interest lately? Plus anything else you might want to say on the subject of getting people outdoors, hiking or camping? Thanks again Tim,

https://mail.google.com/mail/?ui=2&ik=fc0b1cf45f&view=pt&search=inbox&th=13e65b2406c89133[21/05/2013 12:19:57]

Gmail - Inquiry

Faye [Quoted text hidden]

Tim Ball <timball.graphicdesign@gmail.com> To: Faye Wilkinson <fayewilkinson137@gmail.com>

Tue, May 7, 2013 at 7:44 PM

1) Could you tell me a little about yourself? I am a 30 year old graphic designer from Cincinnati, OH and currently reside just outside Seattle, WA. 2) Can you remember when you fell in love with the great outdoors? As a kid I always enjoyed playing out in the woods or in a creek/stream but it wasn't until my mid twenties when my big brother took me on a "brother's" backpacking trip that I caught the bug. I wasn't ever very active and was tired from going to bars and spending money on drinks and not feeling very happy with the result. After that trip, though, I felt so accomplished! the trail we hiked was SO strenuous and It was my first time haha! But I made it!? Ya know? I did it! and the next day I was sore and my feet were a mess and all that... but since then I just cannot get enough of it. The physical activity and subsequent triumph of even the smallest endeavor is so rewarding and the beauty of all that is around you is the best. I find no better way to wash off the work week and the stresses of the day than to go out on the trail or hit the water (I also really enjoy kayaking, rock climbing and mt biking). 3) Where do you normally find your inspiration for new hiking/camping trips? Most often in Backpaker Magazine, but also from word of mouth and the internet. If there's a state/national park or state/national forest nearby, it's a pretty sure bet to find something there ;) But, also, just from wanting to go bigger and further than last time. 4) Where do you get your equipment for such trips? Over the passed 4 years I've aquired most all the gear I need from specialty sites like backcountry.com. Discount sites like theClymb.com, SteepAndCheap.com and specialty retailers like REI. 5) What prompted you to start your Tumblr? How long have you had it? Have you noticed a rapid increase in interest lately? I just felt like I had a lot of great adventures to share? I constantly go out and see amazing things and I can only bore my big brother so much talking his ear off on the phone about it all and hoping he can imagine it as vividly as I was able to describe it haha. When I asked a friend about thinking of starting a blog his response surprised me. He said "Hell yes you should! You're always doin Bear Grylls shit!?!" hahaha. So, I found tumblr ;) Plus anything else you might want to say on the subject of getting people outdoors, hiking or camping? I find no better satisfaction than to immerse myself in the diminutive power and grandness of nature. Spending every opportunity I can to wrap myself in the warm embrace of the outdoors. All my adventures have really fired up a lot of my buds back home, too! As I move about the country, they hear about and see all the different wildernesses I get to explore and fly out to visit me so they too can go :) I think sharing the adventures with those who would otherwise never get to experience such things is the only thing that tops the adventure itself, for me. I hope this was satisfactory with your project! Cheers Tim [Quoted text hidden]

Faye Wilkinson <fayewilkinson137@gmail.com> To: Tim Ball <timball.graphicdesign@gmail.com>

Thu, May 9, 2013 at 9:18 PM

Oh sorry Tim I thought I had replied, its completely perfect. Thank you so much for your time! Hope the house move went well. Regards, Faye [Quoted text hidden]

Tim Ball <timball.graphicdesign@gmail.com> To: Faye Wilkinson <fayewilkinson137@gmail.com> It did and you are very welcome!

https://mail.google.com/mail/?ui=2&ik=fc0b1cf45f&view=pt&search=inbox&th=13e65b2406c89133[21/05/2013 12:19:57]

Thu, May 9, 2013 at 10:59 PM

Gmail - Inquiry

So, you're from Nottingham?? Is that where Nottingham Forest FC is?? My friend plays for them 8-)

[Quoted text hidden]

Faye Wilkinson <fayewilkinson137@gmail.com> To: Tim Ball <timball.graphicdesign@gmail.com>

Sun, May 12, 2013 at 7:12 PM

I am originally from near London, however I am studying in Nottingham! It is where Nottingham Forest is based! Such a small world : ) [Quoted text hidden]

Faye Wilkinson <fayewilkinson137@gmail.com> To: Tim Ball <timball.graphicdesign@gmail.com>

Tue, May 21, 2013 at 12:19 PM

Hi Tim, just a follow up little email to say thanks once again and also to let you know that by answering my questions you give your consent to allowing me to quote you in my marketing report. If this is a problem let me know asap. Hope you're well, thank again! Faye

[Quoted text hidden]

https://mail.google.com/mail/?ui=2&ik=fc0b1cf45f&view=pt&search=inbox&th=13e65b2406c89133[21/05/2013 12:19:57]

Gmail - Inquiry

CHRIS ROBINSON: LEARNING AND DISCOVERY OFFICER AT PEAK DISTRCT NATIONAL PARK Faye Wilkinson <fayewilkinson137@gmail.com>

Inquiry

8 messages Faye Wilkinson <fayewilkinson137@gmail.com> To: customer.service@peakdistrict.gov.uk

Fri, May 10, 2013 at 2:36 PM

Dear Sir/Madam, I am a final year student at Nottingham Trent University and I am completing my major project on camping and outdoor retailers on the British high street. I was wondering whether it would be at all possible for yourself or someone in your office to answer a couple of very short questions for me? Thank you in advance, Faye Wilkinson Customer Service <Customer.Service@peakdistrict.gov.uk> To: "fayewilkinson137@gmail.com" <fayewilkinson137@gmail.com> Cc: "Learning.Discovery" <Learning.discovery@peakdistrict.gov.uk>

Fri, May 10, 2013 at 2:47 PM

Dear Faye

Thank you for contacting the Peak District National Park Authority.

Your email has been passed to the Learning & Discovery Team to look into for you.

If you require any further information or assistance, please do not hesitate to contact the Customer Service Team direct on 01629 816 200 from Monday-Friday 8.45am-17.00pm.

Yours sincerely

Janice Andrews Customer Service Team Adviser Customer Service Team

https://mail.google.com/mail/?ui=2&ik=fc0b1cf45f&view=pt&search=drafts&th=13e8ea80f5a003ca[21/05/2013 12:22:07]

Gmail - Inquiry

Peak District National Park Authority Tel: 01629 816200 E-mail: customer.service@peakdistrict.gov.uk Web: www.peakdistrict.gov.uk

From: Faye Wilkinson [mailto:fayewilkinson137@gmail.com] Sent: 10 May 2013 14:36 To: Customer Service Subject: Inquiry [Quoted text hidden]

________________________________________________________________________ This e-mail has been scanned for all viruses by Star. The service is powered by MessageLabs. For more information on a proactive anti-virus service working around the clock, around the globe, visit: http://www.star.net.uk ________________________________________________________________________

Peak District National Park Authority, Aldern House, Baslow Road, Bakewell, DE45 1AE t:01629 816200 f:01629 816310 www.peakdistrict.gov.uk Twitter: @peakdistrict The Peak District: where beauty, vitality and discovery meet at the heart of the nation. --------------------------------------------------------------------------This email is confidential, may be legally privileged and/or contain personal views that are not the Authorityâ&#x20AC;&#x2122;s. It is intended for the addressee. If received in error please notify us and delete immediately. Under Data Protection and Freedom of Information legislation contents may be disclosed and the Authority reserves the right to monitor sent and received emails. --------------------------------------------------------------------------________________________________________________________________________ This e-mail has been scanned for all viruses by Star. The service is powered by MessageLabs. For more information on a proactive anti-virus service working around the clock, around the globe, visit: http://www.star.net.uk ________________________________________________________________________ Faye Wilkinson <fayewilkinson137@gmail.com> To: Customer Service <Customer.Service@peakdistrict.gov.uk>

Fri, May 10, 2013 at 3:25 PM

Dear Janice, Thank you for your quick response and I look forwards to hearing from your Learning and Discovery team. Kind regards, Faye [Quoted text hidden]

Learning.Discovery <Learning.discovery@peakdistrict.gov.uk> To: "fayewilkinson137@gmail.com" <fayewilkinson137@gmail.com> https://mail.google.com/mail/?ui=2&ik=fc0b1cf45f&view=pt&search=drafts&th=13e8ea80f5a003ca[21/05/2013 12:22:07]

Mon, May 13, 2013 at 10:04 AM

Gmail - Inquiry

Cc: Customer Service <Customer.Service@peakdistrict.gov.uk>

Hi Faye, I’d be glad to help. Give me a ring. I’m in the office all day today except 12:00 – 13:00. Regards Chris

Chris Robinson Learning and Discovery Officer Peak District National Park Field End Bungalow Losehill Hall Castleton Hope Valley Derbyshire S33 8WB

Tel: 01433622013 Mob: 07970675524

From: Customer Service Sent: 10 May 2013 14:47 To: 'fayewilkinson137@gmail.com' Cc: Learning.Discovery Subject: FW: Inquiry [Quoted text hidden] [Quoted text hidden]

Faye Wilkinson <fayewilkinson137@gmail.com> To: "Learning.Discovery" <Learning.discovery@peakdistrict.gov.uk> Hi Chris, I am afraid I am unable to give you a call today due to University constraints, in seminars all day!

https://mail.google.com/mail/?ui=2&ik=fc0b1cf45f&view=pt&search=drafts&th=13e8ea80f5a003ca[21/05/2013 12:22:07]

Mon, May 13, 2013 at 1:39 PM

Gmail - Inquiry

I will email over my questions so you can have a little look at them before I give you a call, which will most likely be tomorrow afternoon. Thank you very much, Faye [Quoted text hidden]

Faye Wilkinson <fayewilkinson137@gmail.com> To: "Learning.Discovery" <Learning.discovery@peakdistrict.gov.uk>

Mon, May 13, 2013 at 1:41 PM

Hi again Chris, The questions are as follows: 1) How popular would you say camping is in the Peak District? 2) Do you think it is important to try and get Brits to take domestic holidays rather than go abroad? 3) What sort of marketing or promotional tactics do you use for the National Park? As I said I will give you a call tomorrow, unless you would like to email back the answers beforehand. Regards, Faye Learning.Discovery <Learning.discovery@peakdistrict.gov.uk> To: Faye Wilkinson <fayewilkinson137@gmail.com>

Mon, May 13, 2013 at 3:13 PM

Hi Faye, I’ve attached what survey data we have. We have nothing more recent.

1. Talking to Rangers and Policy people, we suspect that since the economic downturn that camping may have increased slightly but also that people are making more day visits, ie not staying the night. So I would say that the popularity of camping has remained fairly steady. We do not allow wild camping in the Peak District so the survey should be a good reflection on numbers. 2. I think this is happening and the driver is lack of money. As a National Park we have a role to create opportunities for people to come and enjoy the park and manage them in a sustainable way so that the special qualities of the Park are enhanced and not degraded. 3. Do you mean in relation to camping – none. If you mean wider tourism we can talk about it when you ring tomorrow.

I’m in the office most of the day apart from 12:00 till 13:00.

Cheers

Chris

https://mail.google.com/mail/?ui=2&ik=fc0b1cf45f&view=pt&search=drafts&th=13e8ea80f5a003ca[21/05/2013 12:22:07]

Gmail - Inquiry

From: Faye Wilkinson [mailto:fayewilkinson137@gmail.com] Sent: 13 May 2013 13:42 To: Learning.Discovery Subject: Re: Inquiry [Quoted text hidden]

Peak District National Park Authority, Aldern House, Baslow Road, Bakewell, DE45 1AE t:01629 816200 f:01629 816310 www.peakdistrict.gov.uk Twitter: @peakdistrict The Peak District: where beauty, vitality and discovery meet at the heart of the nation. --------------------------------------------------------------------------This email is confidential, may be legally privileged and/or contain personal views that are not the Authorityâ&#x20AC;&#x2122;s. It is intended for the addressee. If received in error please notify us and delete immediately. Under Data Protection and Freedom of Information legislation contents may be disclosed and the Authority reserves the right to monitor sent and received emails. --------------------------------------------------------------------------________________________________________________________________________ This e-mail has been scanned for all viruses by Star. The service is powered by MessageLabs. For more information on a proactive anti-virus service working around the clock, around the globe, visit: http://www.star.net.uk ________________________________________________________________________ 2 attachments Camping and Caravanning Survey 2008 Report for Visitor Services and Policy including booster.doc 241K visitorsurvey.pdf 3600K Faye Wilkinson <fayewilkinson137@gmail.com> Draft To: "Learning.Discovery" <Learning.discovery@peakdistrict.gov.uk>

Tue, May 21, 2013 at 12:21 PM

Hi Chris, just a follow up little email to say thanks once again and also to let you know that by answering my questions you give your consent to allowing me to quote you in my marketing report. If this is a problem let me know asap. Hope you're well, thank again! Faye

[Quoted text hidden]

https://mail.google.com/mail/?ui=2&ik=fc0b1cf45f&view=pt&search=drafts&th=13e8ea80f5a003ca[21/05/2013 12:22:07]

Gmail - Response from JD Sports

MILLETS / JD SPORTS EMAIL CONVERSATIONS Faye Wilkinson <fayewilkinson137@gmail.com>

Response from JD Sports 2 messages

Pam Maple <Pam.Maple@jdplc.com> To: "fayewilkinson137@gmail.com" <fayewilkinson137@gmail.com>

Mon, Apr 29, 2013 at 9:33 AM

From: Sam Miller Sent: 25 April 2013 19:51 To: Pam Maple Subject: FW: Follow up from Millets

Hi Pam,

Customer charitable request that came through initially on Facebook. Please reply to customer.

Kind regards

Sam Customer Service.

From: Faye Wilkinson [mailto:fayewilkinson137@gmail.com] Sent: 25 April 2013 19:45 To: Sam Miller Subject: Re: Follow up from Millets

M Hi there Sam,

I just wanted to check in with you as it's been just over a week since I emailed you and I haven't heard anything back.

Hope to hear from you or someone else at Millets soon

https://mail.google.com/mail/?ui=2&ik=fc0b1cf45f&view=pt&search=inbox&th=13e54ec74159b501[21/05/2013 12:23:06]

Gmail - Response from JD Sports

Kind Regards, Faye Wilkinson On Thu, Apr 18, 2013 at 12:13 PM, Faye Wilkinson <fayewilkinson137@gmail.com> wrote: Hi Sam, Thanks so much again for getting back to me. I would massively appreciate it if you could send this to the relevant department. I am a final year student at Nottingham Trent University doing Fashion Promotion and Communication. For my final major project I am re-branding Millets with the view to rejuvinating camping for the consumer. This will involve me and a graphic design student redesigning the brand's visual identity and from this I would really like to design a concept store, leading on from this I am completing an integrated marketing strategy. What would really benefit me is any sort of branding information that you might have that would inform me best about the brand thus allowing me to make the most appropriate design decisions. Information that would really help me would be existing marketing strategies, information on stock and what is most popular/important at Millets, any consumer or market insights, that sort of thing. Any help would be greatly appreciated and I would love to hear what you think about the project, Yours Faithfully, Faye Wilkinson

This email is from JD Sports Fashion plc or one of its subsidiaries. The contents of this email and any attachments are confidential and are intended solely for the use of the intended recipient. The information in this email may not be used, copied or disclosed by any person other than the intended recipient. If you are not the intended recipient, please contact JD Sports Fashion plc at admin@jdplc.com, quoting the name of the sender and delete the message from your system. Please note that neither JD Sports Fashion plc or the sender accepts any responsibility for viruses and it is your responsibility to scan the email and any attachments. No contracts may be concluded on behalf of JD Sports Fashion plc by email. JD Sports Fashion plc Registered in England No. 1888425. Registered Office: Hollinsbrook Way, Pilsworth, Bury, Lancashire, BL9 8RR. Response from JD Sports Charity Department letter (2).docx 31K Faye Wilkinson <fayewilkinson137@gmail.com> To: Pam Maple <Pam.Maple@jdplc.com>

Mon, Apr 29, 2013 at 9:24 PM

Hi Pam, I think there has been some miscommunication as to my query. As I explained to Sam in my prior email I am a University student at Nottingham Trent University. Myself and a Graphic Design student are doing our final major project on Millets. The idea is that we re-brand Millets, including a fashion capsule range, a pop up store, digital marketing and so forth.

Gmail - Response from JD Sports

The reason for my email was to get some feedback and information from the brand itself. This could include information about target consumers, brand plans for the future, marketing strategies, information about stock including best-selling stock. Any information would be greatly appreciated, as we really want to create a realistic, tangible project with a view to showing you our work upon completion. https://mail.google.com/mail/?ui=2&ik=fc0b1cf45f&view=pt&search=inbox&th=13e54ec74159b501[21/05/2013 12:23:06]

Kind regards, Faye Wilkinson

[Quoted text hidden]

Gmail - Follow up from Millets

Faye Wilkinson <fayewilkinson137@gmail.com>

Follow up from Millets 5 messages

Faye Wilkinson <fayewilkinson137@gmail.com> To: sam.miller@jdplc.com

Thu, Apr 18, 2013 at 12:13 PM

Hi Sam, Thanks so much again for getting back to me. I would massively appreciate it if you could send this to the relevant department. I am a final year student at Nottingham Trent University doing Fashion Promotion and Communication. For my final major project I am re-branding Millets with the view to rejuvinating camping for the consumer. This will involve me and a graphic design student redesigning the brand's visual identity and from this I would really like to design a concept store, leading on from this I am completing an integrated marketing strategy. What would really benefit me is any sort of branding information that you might have that would inform me best about the brand thus allowing me to make the most appropriate design decisions. Information that would really help me would be existing marketing strategies, information on stock and what is most popular/important at Millets, any consumer or market insights, that sort of thing. Any help would be greatly appreciated and I would love to hear what you think about the project, Yours Faithfully, Faye Wilkinson Faye Wilkinson <fayewilkinson137@gmail.com> To: sam.miller@jdplc.com

Thu, Apr 25, 2013 at 7:44 PM

Hi there Sam, I just wanted to check in with you as it's been just over a week since I emailed you and I haven't heard anything back. Hope to hear from you or someone else at Millets soon Kind Regards, Faye Wilkinson [Quoted text hidden]

Sam Miller <Sam.Miller@jdplc.com> To: Faye Wilkinson <fayewilkinson137@gmail.com>

Hi Faye,

https://mail.google.com/mail/?ui=2&ik=fc0b1cf45f&view=pt&search=inbox&th=13e1cd9378f80799[21/05/2013 12:22:39]

Thu, Apr 25, 2013 at 7:49 PM

Gmail - Follow up from Millets

Sorry to hear you have not received a response as of yet, I will resend this email to the appropriate department right away.

Kindest regards,

Sam Customer Service.

From: Faye Wilkinson [mailto:fayewilkinson137@gmail.com] Sent: 25 April 2013 19:45 To: Sam Miller Subject: Re: Follow up from Millets [Quoted text hidden]

This email is from JD Sports Fashion plc or one of its subsidiaries. The contents of this email and any attachments are confidential and are intended solely for the use of the intended recipient. The information in this email may not be used, copied or disclosed by any person other than the intended recipient. If you are not the intended recipient, please contact JD Sports Fashion plc at admin@jdplc.com, quoting the name of the sender and delete the message from your system. Please note that neither JD Sports Fashion plc or the sender accepts any responsibility for viruses and it is your responsibility to scan the email and any attachments. No contracts may be concluded on behalf of JD Sports Fashion plc by email. JD Sports Fashion plc Registered in England No. 1888425. Registered Office: Hollinsbrook Way, Pilsworth, Bury, Lancashire, BL9 8RR. Faye Wilkinson <fayewilkinson137@gmail.com> To: Sam Miller <Sam.Miller@jdplc.com>

Thu, Apr 25, 2013 at 7:51 PM

Thank you so much, much appreciated! Regards, Faye [Quoted text hidden]

Sam Miller <Sam.Miller@jdplc.com> To: Faye Wilkinson <fayewilkinson137@gmail.com>

Not a problem, I have sent this now and you should receive response soon.

Many thanks

Sam J

From: Faye Wilkinson [mailto:fayewilkinson137@gmail.com] Sent: 25 April 2013 19:51 https://mail.google.com/mail/?ui=2&ik=fc0b1cf45f&view=pt&search=inbox&th=13e1cd9378f80799[21/05/2013 12:22:39]

Thu, Apr 25, 2013 at 7:52 PM

Appendix F: Poster I sent to Millets by post and never heard back from

Appendix G: Camping Journal Photography Enily Westaway Location: New Forest Dates: 14th-17th April 2013

10.pdf

Appendix H: Pinterest

Appendix I: Tumblr