Smoke on Water by Georgia Benney

Smoke on Water by Bind The Future Classic

Georgia Benney Creative Networks FCP 1 N0427631

Previous Page Fig 1 Magazine Shoot This Page Fig 1 - Magazine Shoot

Contents Introduction 1 Launch Events Concept 4 Industry Brunch 5 Consumer Launch 7 Public Relations Introduction 10 Publications 12 Fragrance Workshops 13 Digital Introduction 16 Keek 17 Twitter 18 Trovi 19 Conclusion 20 Appendix 21 References 22 Image References 23 Bibliography 24

Introduction 01

“Our olfactory sensibility has been marginalized and deadened by the chemicalization of our food and our environment, and the overwhelming proliferation of unnatural smells…….Oversaturation with chemical smells has compromised our ability to appreciate complex and subtle natural odors.” [Aftel.M, 2001] After reading Mandy Aftel’s book about perfume, we found that people have lost the ability to recognise common smells without the prompt of the object itself. We also noticed a trend towards sharing fragrances. Michael Donovan of Roullier White said he felt “the trend is absolutely towards unisex fragrances” [Long.C, 2010] and a talk by Virginia Bonfiglio confirmed this research and our concept [Bonfiglio.V, 2013]. When visiting the perfumery Millar Harris we were told it’s all about the marketing when it comes to fragrance. Perfumes are defined by their packaging as to whether they are for men or women. Our target market is becoming more experimental with their choice of fragrance, with many men choosing more feminine notes. The scientific makeup of the skin means perfume smells differently on a man than it would on a woman. [Laura, 2013] Our fragrance, Smoke on Water, is based around the re-introduction of natural scents into everyday life and is aimed at men and women between the ages of 25-34 years of age. Our consumer is in the creative industries and has a keen interest in the world around them whether this is through art, music, film or culture. They are also aware of their environmental footprint and try to be as sustainable as possible. They like to explore different countries and immerse themselves in new cultures.

The Future Classic

We took this on board and came up with a concept that we thought would be perfect for the modern man and woman. Smoke on Water is made up of a 100ml bottle of ISO E Super. The ISO E Super reacts with pheromones on the skin to create a personal scent. There are 10 30ml vials that are interchangeable with the ISO E Super, ranging in smokiness, labelled with the numbers 1 to 10. Vial 1 is the most concentrated and 10 has a hint of smokiness with other natural smells being more prominent i.e. musk, moss, vanilla, wood. After talking with Virginia Bonfiglio and evaluating our consumer profile research, we found that natural and environmentally friendly beauty products are currently particularly popular. So we wanted to create a fragrance that would complement this trend by using all natural ingredients and oils in our vials. The use of the 10 vials gives the consumer the opportunity to subtly change their scent depending on their mood or occasion. It also allows them to share the ISO E Super with their partner without smelling completely identical. This report will look at the launch of Smoke on Water and the PR strategy for the first year of promotion. It will go on to explore the use of digital and social media to create hype around the product.

Launch Concept

The idea of the launch is to create a buzz about Smoke on Water and to introduce it to our target market either directly or through press and social media. Our launch events are about giving the consumer an idea of the lifestyle and personality of the fragrance through the aesthetic and location of the events. By introducing the consumer to the brand lifestyle they will gain a greater understanding of Smoke on Waterâ&#x20AC;&#x2122;s values and why they are so important to us. The initial product launch will be in London, where the company is based, and after a year of promotional activity we will re-evaluate the success of the brand to see if it could be launched in other major European cities. The launch of Smoke on Water will consist of two events, the first being a brunch for press, bloggers and buyers and the second an evening event for our consumers to introduce them to the fragrance and the brand personality. The reason behind these multiple events is that the information that needs to be communicated to the press is very different to the experience we want to give the consumer.

Fig 2 Honey Locust

Industry Brunch

Fig 3 Story Deli

The brunch launch will be held at Story Delhi in Shoreditch. The venue is small and intimate, with a rustic interior “and makeshift, art-college project feel.” [Time Out, 2011] We would hope that press would document the event and also take in to account the atmosphere and convey it in a simple yet detailed way so that the brand personality can be portrayed. Ideally we would like coverage in prints such as Another, Arena Homme, Fantastic Man and other similar magazines. These are the publications that our consumer reads; they support up-and-coming talent as well as established brands. We will be inviting representatives from these magazines and other similar publications as well as relevant bloggers such as Jules Pearson from London on the Inside, who posts about “the hippest trends, coolest bands, social events and industry secrets from London on the Inside”[London on the Inside]. We would also invite Tony Stone & Adeline Rapon from Wolves and Buck, who document their day to day bohemian lifestyle in black and white photography. Our consumers would be regular readers of blogs and are more likely to trust the opinions of a blogger – they are “less likely to accept conventional marketing communications such as advertising preferring to rely more upon word of mouth and recommendation.”[Jackson.J and Shaw.D, 2009] We will also invite buyers from Other Store, Hub, Goodhood and Sefton, previously mentioned in our presentation. We hope that they will gain a greater understanding of our brand and how we would fit in with the aesthetic of their store and other companies that they stock, such as Comme des Garcons, Martin Margiela, Opening Ceremony, Acne and Margaret Howell. The invitations to the event will be held online on Evite, people are more likely to respond to an online invitation than a paper one and we wanted

Story Deli

to avoid wastage. Evite states that the response rate to e-invites is 63% in comparison to the 50% response rate to paper invitations [Tarbert.J, 2003]. The e-invite will be visually exciting and will engage the guest so that it isn’t lost amongst other emails in their inbox. After receiving an RSVP online we would then send out a paper invitation which would also include a press pack with more details about the concept and what we want to achieve from the launch. The press packs would be visual in their displays of the fragrance concept and would also show the magazine advert. The paper invitations would be made from recycled paper and would be minimal with an illustration of the natural ingredients of the fragrance. As Caitlin Ryan of Proximity London says, “direct mail is still what people want because it provides a tactile experience.”[Del Gigante. J, 2013] To make the event interactive we would film each guest’s first reaction to the scent and a chosen vial. We would then ask them to describe it again as they left the event to see how the fragrance had developed over time with the pheromones in their skin. These videos would then be uploaded onto Smoke on Water’s Keek account, the social media site that allows you to share short videos with friends. Each video would display the vial number that the guest was describing so that the viewer can determine which one they think would appeal to them. This is so consumers get a true explanation of the fragrance rather than a written description.

Fig 4 stone and wood. rustic kitchen

Consumer Launch The aim of this launch is to target our consumer by throwing an event that allows them to have a great time, meet new people and enjoy eating healthy food. The launch will be held at Frank’s Café in Peckham. The venue is an outdoor café/bar on the top of a multi storey car park with views over London. We want the consumer to remember the event and enjoy themselves so that they don’t only recollect the scent but evoke memories of the good time they had in the presence of it. The café is only open during the summer so, ideally, we will use the opening night of the season for our launch to draw in loyal customers of Frank’s Café as well as our consumer. The event will be held on a weekday evening, this is because our target market is largely made up of 25-34 year olds, the majority of whom work. In addition, our consumer profiles showed that they often

Fig 5 Unnamed Fig 6 Unnamed Fig 7 Unnamed

travelled out of the city at weekends to get away from it all. By creating viral videos before the launch we will produce an online buzz and awareness of the fragrance. This will include filming from the magazine shoot, footage from the bloggers brunch and recycled clips to portray the main ingredients of the fragrance i.e smoke, wood, moss. These videos will be targeted at the consumer through social media and online press. We would use Facebook to carry the video as it is a widely used social media site and “80% of users prefer to connect with brands on Facebook than other social media sites” [Jorgenson.K, 2012]. Each ingredient would have a click through link to take the viewer to the brand website and, in particular, the vial which has the strongest concentration of that ingredient. This would mean that the viewer would have a longer period of contact time with the brand and is, therefore, more likely to take in the concept and share it with others either via social media or word of mouth. The launch will be advertised locally in London to get as many young creatives as possible to attend. From our consumer profiles we can establish where they spend their spare time/evenings/weekends and we will target these areas of London. This could be a park, market, workshop, street etc. We will hand out postcards that feature the launch information, social media sites and a hash tag on one side to build up an online hype. The other side would have an intriguing illustration of the ingredients in the vials. We feel that this form of physical print is most likely to reach the consumers home and be pinned on a wall for friends and family to see and question.

We would employ James White to capture the essence of the launch. He has worked on magazines such as iD, Sheer, Hero and Used. From his experience of working on these magazines he will understand the brand concept and the visuals we want to achieve from the events. The images will be live streamed online so that guests can tag themselves at the event to create a real time online awareness among their friends.

Frank’s Cafe

Our brand is niche and, therefore, well-established celebrity guests may give the impression to our consumer that we are for the mass market and distract from the product. However, our brand ambassadors will be present and they will take the form of experts in their creative fields and will be well respected amongst each other and our consumer. We will target graphic designers, artists, musicians, producers and photographers with the hope of collaborating with them on projects in the future.

As seen at the breakfast launch, we will encourage people to video their reactions to the fragrance at our scent booth. Here they will be asked to describe what their particular scent combination smells like, what it reminds them of and any particular place they think of when smelling it. There will be someone manning the booth to show guests how to use it as well as giving prompts to gain as much insight as possible. The videos will be live streamed at the event onto Smoke on Water’s Keek account for followers to view. This recording of reactions will help people to talk about the scent and educate them in a new vocabulary to describe fragrance. On leaving the booth they will receive a visual postcard showing them how to access their video online and suggest ways of sharing and tagging their clip. The event will also have a focus on music and, in particular, will support London-based up-and-coming artists. These will include rapper, Joey Bada$$, Night Works, Novella, Petite Noir and Serfina Steer. These artists are all “set for big things in 2013” [Time Out, 2013]. By supporting local talent we will be helping artists to meet industry experts to further their career and, in turn, they will help us to attract guests. Our consumer is more likely to attend the event if they have an interest in the artists or music generally, as the perfume is unknown to them.

Fig 8 London’s high-rise sculpture park unveils bold ambition

Public Relations

First year of Promotion

There are two main areas to the Smoke on Water PR strategy. Firstly, the publications that we hope to feature in and, secondly, the multiple PR events that will take place during the first year of promotion to keep consumers interested in the brand and keep Smoke on Water relevant to the market. We will not be using a PR company to help with the first year of promotions as our brand is niche and we would like it to start small and grow naturally. We feel, therefore, that we would not have enough tasks to justify employing extra help.

Fig 9 Smoke On Water Logo

Publications Smoke on Water is a niche fragrance with a concise brand message of simplicity, nature and adaptability. With these words in mind, we believe that our fragrance would feature in the following magazines: Aesthetica 1883 Another Another Man Creative Review Homme Port Fantastic Man By inviting representatives from these magazines to our launch, we would hope that they would show an interest in Smoke on Water and give editorial coverage. However, advertising is also important to spread the word to our consumer. Our advert would fit well with the aesthetics of the magazines and sit well amongst their other advertisers. Ideally, we would feature in an equal number of menâ&#x20AC;&#x2122;s and womenâ&#x20AC;&#x2122;s magazines, although there will be overlap as some of the magazines mentioned are unisex. This is so our ratio of female to male consumers is as equal as possible. By featuring in these magazines we would create enough business to keep the brand alive without jeopardising its commercialisation. The readers of these publications are the kind of consumers we are targeting; they are interested in the world around them which includes culture, fashion, art, science, film music, politics, the environment etc. Fig Fig Fig Fig

10 11 12 13

A/W 12/13 Cover Mr Stepfano Pilati Spring Summer 2009 December/January 2011

fragrance workshops Over the first year of promotion we will run fragrance workshops in popup locations across London. To fit with our concept of reintroducing people to natural scents, the locations would be held in ‘secret’ gardens across the city. Our target is to run a workshop every quarter; however, if the demand is there we would increase this number. Our consumers will sign up to attend the workshops on our website, details will be given on postcards at the launch and on Smoke on Water’s social media sites of how to sign up and what the workshop entails. The workshops would involve a blindfolded scent test to see how well educated our consumers are in fragrance and to gauge their abilities. Then, they would learn about the making of fragrance and how perfumers blend and test different mixes together. Lastly, they would have the opportunity to create their own personal vial from a selection of around 40 ingredients. In April, we experienced a workshop with Karen Gilbert where we were given a handful of heart, accessory, fixative and harmoniser notes to choose from to create a scent. This gave us enough scope to create a unique perfume without being overwhelmed with choice. This would apply to our workshops, too. Ideally, Karen Gilbert will run our workshops since hers are so successful and she has experience running classes with fragrance beginners. Fig 14 Natural Moss Glass Vial Necklace

Secret gardens

Fig 15 Unknown

By offering the chance to create their own vial, our consumer will be given an incentive to attend the workshops, it also creates a relationship with the brand that they can take home and, hopefully, create a loyalty for the future. The vial would be 3ml and the ISO E Super bottle would be 10ml. This would give the consumer enough to try the fragrance before having to make a decision as to whether they would re-purchase.

Our workshop guests will sign up at the pop-up locations to the Members area of our website. Here, they will be able to access the ingredients of their personal vial so that they are able to re-purchase their vial. Although we haven’t previously mentioned the possibility of creating a unique vial service, if demand for re-purchasing was strong enough we would consider offering this service to our members who attended the workshop and as Smoke on Water becomes more established, we would open this opportunity up to our most loyal customers.

Fig 16 St. John’s Lodge Gardens, Regent’s Park

Digital There are three different uses of digital that Smoke on Water will use to raise awareness of the brand and to create a buzz around the fragrance. These include the use of Keek, Twitter and the smart phone

Fig 17 Fuzzy TV Screen

Keek

Fig 18 Old Timey Vintage Camera

Keek is an emerging social media platform and is a way of sharing short video clips between followers and friends. It creates a more personal and real snapshot of a user and their life, rather than a brief tweet or Facebook status. From research, we found that “content featuring compelling images averages 94% more total views than those without” [Del Gigante. J, 2012], people are more likely to respond and connect to visuals rather than text. This is why we feel that Keek could capture our consumer’s attention over and above other social networking sites. Following the launch events, where we will be asking guests to video and share their reactions to the fragrance, we will be encouraging our consumers to continue doing so. We will regularly create videos to remind consumers to post clips of their reactions. We also feel that by adding an incentive, consumers will be enticed to create recordings. At every point of sale customers will sign up to a mailing list. If the customer shares a video of their reactions to the scent within the first week of purchase they will receive a a limited edition vial. The limited edition vial allows the consumer to have exclusive access to a product that isn’t on the market. Originally we thought of offering a 10% discount off their next purchase but felt that some of our consumers may think that we would be cheapening the brand by creating a reduction in the first year of promotions. Although offering an incentive so early on, is a fairly commercial approach to spreading the word we feel that this will increase the amount of videos we receive.

Twttter

Fig 19 Twitter Logo

Since our brand is about reintroducing natural olfactory scents to the consumer, we feel that we need to educate them in fragrance and the art of scent. Twitter is still a very prominent social media site. We want to encourage our consumers, who arenâ&#x20AC;&#x2122;t members of Keek, to tweet us a picture of the first ingredient that comes to mind when they smell the fragrance. This could be bark, a bonfire or moss. It could also be an image of something more abstract that springs to mind, such as a memory. If they smell smoke they could tweet us an image from a festival where they sat around a campfire with friends.

Trovi

Trovi is a smartphone app which allows its users to access London’s “treasure chest of quirky independent businesses, hidden gems, events, offers and great promotions.”[Trovi Online] As our fragrance is being sold in independent stores, we feel that we should be supporting this app. Our stockists will sign up to the app so that they can be used in our interactive concept. We will be creating a challenge for our consumers as well as current users of Trovi. Every stockist will be assigned a selection of heart, accessory, fixative and harmoniser notes and a sample of ISO E Super. Our consumer will have to visit and check in via Facebook at our four stockists to pick up the different notes and finally their ISO E Super sample. This can only be achieved by visiting the stores, as Facebook check in uses your phones signal to pick up a GPS location. By using Facebook alongside the app, we are spreading the word of the independent companies within London and, therefore, helping local business’s to survive in the current tough economic climate. We also hope that by visiting these different stores across London our consumer will explore the area and find other hidden gems. At their final location, a shop assistant will mix their different notes together and combine it with the ISO E Super to create their 10ml sample fragrance. After receiving the sample they are then able to share their experience with friends and family. The word spreads and the consumer is educated about independents in London. Fig 20 OTHER SHOP OPEN FOR BUSINESS – NEW PROJECT FROM BSTORE FOUNDERS Fig 21 Interview – The Goodhood Store Fig 22 Alex Loves Angel: Sefton Fig 23 Our Stores

Conclusion The launch of Smoke on Water will guarantee the success of the brand. This is due to the multifaceted approach to the first year of promotion. By using social media alongside the launches we are helping to create hype around the fragrance. The overall mother brand name of Bind allows us to expand the company into other areas of fragrance or merchandise. As a small niche brand in the UK we will establish ourselves over the first year and slowly expand into other European cities such as Paris, Stockholm and Barcelona. Our London launches will be simple yet effective and will be easily transferable into other major cities. Our first year of promotion will gain us entry into the tough retail environment of London and the UK, and will establish us amongst other successful niche brands at our stockists. We hope that by taking this direction with our fragrance we will be able to fulfil our promise of a future classic.

Appendix Our primary research consisted of consumer profiles - these were answered via email so we were unable to ask them to sign a consent form. Our candidates for our consumer profiles were knowledgable of the intent of their answers and were aware they were for a university project.

Word Count - 3,278

References

Books

Aftel.M, 2001, Essence & Alchemy – A Natural History of Perfume, USA, Gibbs M. Smith Inc Jackson. J and Shaw. D, 2009, Mastering Fashion Marketing, UK, Palgrave Macmillan Blogs Daniells. K, 2013, ““Infographic: Social Media Statistics for 2013”, Digital Buzz Blog, Date Accessed 26/05/2013, Available at http://www.digitalbuzzblog.com/ infographic-social-media-statistics-for-2013/ Del Gigante. J, 2013, “VW Dispatches Dynamic Direct Mail Campaign to Test Drive Drives”, MDG, Date Accessed 25/05/2013, Available at http://www.mdgadvertising. com/blog/vws-direct-mail-campaign-is-greater-than-the-sum-of-its-parts/ Del Gigante. J, 2012, “Its All About The Images (Infographic)”, MDG, Date Accessed 14/05/2012, Available at http://www.mdgadvertising.com/blog/its-allabout-the-images-infographic/ London on the Inside, Date Unknown, “Tagline”, Date Accessed 30/05/2013, Available at http://www.londontheinside.com/ Articles Long. C, 2010, “Uncommon scents: The rise of unisex fragrances”, Online, Independent, Date Accessed 20/05/2013, Available at http://www.independent.co.uk/ life-style/fashion/features/uncommon-scents-the-rise-of-unisex-fragrances-2005988. html Tarbert. J, 2003, “Is it R.I.P. for the RSVP? What to do when guests don’t reply to invitations”, Online, Seattle Times, Date Accessed 24/05/2013, Available at http://community.seattletimes.nwsource.com/archive/?date=20031207&slug=rsvp07 Time Out Editors, 2013, “New Acts To Watch Out For In 2013”, Online, Time Out, Date Accessed 23/05/2013, Available at http://www.timeout.com/london/music/newacts-to-watch-out-for-in-2013 Unknown, 2011, “Story Delhi”, Online, Time Out, Date Accessed 29/05/2013, Available at, Available at http://www.timeout.com/london/restaurants/story-deli Unknown, Unknown Date, “Trovi Tagline”, Online, Trovi, Date Accessed 27/05/2013, Available at http://trovilondon.com/ Lectures Virginia Bonfiglio, 2013, Skype Lecture, Lecture to Fashion Communication and Promotion Year 1, Nottingham Trent University, 3/05/2013 Personal Conversation Laura, 2013, Sales Assistant at Millar Harris, Conversation with Georgia Benney, Camilla Lewis and Laura Bennetts, London, 15/05/2013

image References

Fig 1 – “Magazine Shoot”, Digital Image, Own Image, 2013 Fig 2 - “Honey Locust”, Relief Print, Bryan Nash Gill, Online, 2010, Date Accessed 23/05/2013, Available at http://www.bryannashgill.com/gallery. html&gid=6&gpn=1 Fig 3 – “Story Deli”, Digital Image, Story Deli, Date Unknown, Date Accessed 29/05/2013, Available at http://www.storydeli.com/ Fig 4 – “stone and wood. rustic kitchen.”, Digital Image, My Home Lookbook, Online, 2013, Date Accessed 24/05/2013, Available at http://www.flickr.com/ photos/25578752@N03/galleries/72157625319616692/#photo_2506985764 Fig 5 – Unnamed, Digital Image, The Rite of Spring Project, Online, 2012, Date Accessed 24/05/2013, Available at http://riteofspringproject.tumblr.com/ post/5370085720/saturday-23rd-july-franks-cafe-peckham Fig 6 – Unnamed, Digital Image, Daniel Hewitt, Online, 2011, Date Accessed 27/05/2013, Available at http://danielhewitt.com/Frank-s-Cafe Fig 7 – Unnamed, Digital Image, Charlotte – The Keston Kitchen, Online, 2010, Date Accessed 29/05/2013, Available at http://thekestonkitchen.blogspot. co.uk/2010/09/franks-cafe-and-campari-bar.html Fig 8 – “London’s high-rise sculpture park unveils bold ambition”, Digital Image, The Art Newspaper, Online, 2011, Date Accessed 27/05/2013, Available at http://www.theartnewspaper.com/articles/London’s-high-rise-sculpture-parkunveils-bold-ambition/23967 Fig 9 – “Smoke on Water Logo”, Digital Image, Own Image, 2013 Fig 10 – “A/W 12/13 Cover”, Digital Image, David Sims, 2012, Date Accessed 29/05/2013, Available at http://www.whynotmodels.com/en-blog-read/duncan-pykeon-the-cover-of-arena-homme-f-w-issue Fig 11 – “Mr Stepfano Pilati”, Digital Image, Inez Van Lamsweerde and Vinoodh Matadin, 2006, Date Accessed 22/05/2009, Available at http://coolintheheat. tumblr.com/post/3900565067/mr-stefano-pilati Fig 12 – “Spring Summer 2009”, Digital Image, Craig McDean, 2009, Date Accessed 20/05/2013, Available at http://etherfields.blogspot.co.uk/2010_07_01_archive. html

Fig 13 – “December/January 2011”, Digital Image, Photographer Unknown, 2010, Date Accessed 28/05/2013, Available at http://aestheticamagazine.blogspot. co.uk/2010/11/aesthetica-decemberjanuary-issue-out.html Fig 14 – “Natural Moss Glass Vial Necklace”, Digital Image, Photographer Unknown, Date Unknown, Date Accessed 23/05/2013, Available at http:// www.etsy.com/listing/108755624/natural-moss-glass-vial-necklace?utm_ campaign=Share&share_id=9322599&utm_medium=PageTools&hmac=40a531cf6ddab690ffff1 aa20b92203c83e4ff1f&utm_source=Pinterest Fig 15 – “Unknown”, Digital Image, Alamy, 2013, Date Accessed 29/05/2013, Available at http://www.telegraph.co.uk/gardening/gardenstovisit/9942785/ Londons-best-secret-gardens.html Fig 16 – “St. John’s Lodge Gardens, Regent’s Park”, Digital Image, Stephanie Wolff, 2012, Date Accessed 19/05/2013, Available at http://londoninsight. wordpress.com/2012/09/19/secret-gardens-north-london-hampstead-heath/ Fig 17 – “Fuzzy TV Screen”, Digital Image, candracar272, Date Unknown, Date Accessed 20/05/2013, Available at http://candracar272.deviantart.com/art/FuzzyTV-Screen-73047332 Fig 18 - “Old Timey Vintage Camera”, Drawing, Karl Addison, Date Unknown, Date Accessed 30/05/2013, Available at http://images.fineartamerica.com/imagesmedium-large/old-timey-vintage-camera-karl-addison.jpg Fig 19 - “Twitter Logo” Digital Image, Twitter, Date Unknown, Date Accessed 29/05/2013, Available at https://si0.twimg.com/profile_images/2284174758/ v65oai7fxn47qv9nectx.png Fig 20 - “OTHER SHOP OPEN FOR BUSINESS – NEW PROJECT FROM BSTORE FOUNDERS”, Digital Image, Lena Dystant, 2012, Date Accessed 26/05/2013, Available at http://www.selectism.com/2012/09/05/other-shop-open-for-business-new-projectfrom-bstore-founders/ Fig 21 – “Interview – The Goodhood Store”, Digital Image, Amy Lynam, 2013, Date Accessed 27/05/2013, Available at http://candidonline.com/interview-thegoodhood-store/ Fig 22 – “Alex Loves Angel: Sefton”, Digital Image, Alexandra Vanthournout, Date Unknown, Date Accessed 28/05/2013, Available at http://alexloves.com/wpcontent/uploads/2010/06/Sefton-Men-500x375.jpg Fig 23 - “Our Stores”, Digital Image, Hub Store, Date Unknown, Date Accessed 20/05/2013, Available at http://hubshop.co.uk/index.php/our-shops/

Bibliography Books Aftel.M, 2001, Essence & Alchemy – A Natural History of Perfume, USA, Gibbs M. Smith Inc Bickle. M, 2010, Fashion Marketing – Theory, Principles & Practice, USA, Fairchild Hancock. J, 2009, Brand Story, China, Fairchild Jackson. J and Shaw. D, 2009, Mastering Fashion Marketing, UK, Palgrave Macmillan Swanson. K and Everett. J, 2007, Promotion In The Merchandising Environment, Canada, Fairchild Tungate. M, 2004, Fashion Brands – Branding Style From Armani to Zara, England, Kogan Page

Blogs Cohen. J, 2013, “Twitter Reveals its New Lead Generation Cards”, MDG, 24/05/2013, Available at http://www.mdgadvertising.com/blog/twitter-revealsits-new-lead-generation-cards/ Cohen. J, 2013, “Do’s and Don’ts of Instagram For Building a Business”, MDG, 26/04/2013, Available at http://www.mdgadvertising.com/blog/dos-and-donts-ofinstagram-for-building-a-business/ Daniells. K, 2013, ““Infographic: Social Media Statistics for 2013”, Digital Buzz Blog, Date Accessed 26/05/2013, Available at http://www.digitalbuzzblog. com/infographic-social-media-statistics-for-2013/ Del Gigante. J, 2013, “VW Dispatches Dynamic Direct Mail Campaign to Test Drive Drives”, MDG, 25/05/2013, Available at http://www.mdgadvertising.com/blog/vwsdirect-mail-campaign-is-greater-than-the-sum-of-its-parts/ Del Gigante. J, 2012, “Its All about the Images (Infographic)”, MDG, Date Accessed 14/05/2012, Available at http://www.mdgadvertising.com/blog/its-allabout-the-images-infographic/ Unknown, 2013, “London’s Best Secret Gardens”, Telegraph, Date Accessed 15/05/2013, Available at http://www.telegraph.co.uk/gardening/ gardenstovisit/9942785/Londons-best-secret-gardens.html

Online Articles Chan. F, Date Unknown, “Perfume Advertisement Strategies”, Online, Chron, Available at http://smallbusiness.chron.com/perfume-advertisement-strategies45134.html

Frith. M, 2012, “Hot properties... London’s up-and-coming neighbourhoods”, Online, Evening Standard, Date Accessed 27/05/2013, Available at http://www. standard.co.uk/lifestyle/london-life/hot-properties-londons-upandcomingneighbourhoods-8421832.html Honigman. B, 2012, “100 Fascinating Social Media Statistics and Figures from 2012”, Online, Huffington Post, Date Accessed 28/05/2013, Available at http:// www.huffingtonpost.com/brian-honigman/100-fascinating-social-me_b_2185281.html Jorgenson. K, 2012, “Facebook Marketing Statistics You Need To Know”, Online, Business2Community, Date Accessed 28/05/2013, Available at http://www. business2community.com/facebook/facebook-marketing-statistics-you-need-to-know0289953 London on the Inside, Date Unknown, “Tagline”, Date Accessed 30/05/2013, Available at http://www.londontheinside.com/ Long. C, 2010, “Uncommon scents: The rise of unisex fragrances”, Online, Independent, Available at http://www.independent.co.uk/life-style/fashion/ features/uncommon-scents-the-rise-of-unisex-fragrances-2005988.html Philips. S, 2012, “London’s top five rooftop hangouts”, Online, Guardian, Available at http://www.guardian.co.uk/travel/2012/jul/27/london-top-fiverooftop-hangouts Tarbert. J, 2003, “Is it R.I.P. for the RSVP? What to do when guests don’t reply to invitations”, Online, Seattle Times, Available at http://community. seattletimes.nwsource.com/archive/?date=20031207&slug=rsvp07 Time Out Editors, 2013, “New Acts To Watch Out For In 2013”, Online, Time Out, Date Accessed 23/05/2013, Available at http://www.timeout.com/london/music/newacts-to-watch-out-for-in-2013 Unknown, 2013, “London’s Best Secret Gardens”, Online, Telegraph, Available at http://www.telegraph.co.uk/gardening/gardenstovisit/9942785/Londons-bestsecret-gardens.html Unknown, 2011, “Story Delhi”, Online, Time Out, Date Accessed 29/05/2013, Available at, http://www.timeout.com/london/restaurants/story-deli Unknown, Unknown Date, “Trovi Tagline”, Online, Trovi, Date Accessed 27/05/2013, Available at http://trovilondon.com/ Widman. J, 2012, “Multiple Photo Posts Increased Clicks 1290% – Facebook Case Study”, Online, Convince & Convert, Available at http://www.convinceandconvert. com/facebook/multiple-photo-posts-increased-clicks-1290-facebook-case-study/

Lectures Bonfiglio. V, 2013, Skype Lecture, Lecture to Fashion Communication and Promotion Year 1, Nottingham Trent University, 3/05/2013

Personal Conversation Laura, 2013, Sales Assistant at Millar Harris, Conversation with Georgia Benney, Camilla Lewis and Laura Bennetts, London, 15/05/2013