Middle Eastern Perfume Report Project

N0448917 GRACE COTTER - MARIA

SOFIA -

FCP 1

C R E A T I V E N E T W O R K S - TUTOR : SI BEALES -

2 0 FASH 10106 3 01

04INTRODUCTION 06PERFUME CONCEPT 07 09 09 11

primary research consumer profiling logo design bottle design

12PACKAGING 16STRATEGIC PROPOSAL 13 DESIGN EXAMPLE 15 CARRIER BAG

17 BRAND AMBASSADOR

22LAUNCH LOCATION 24RAMADAN RUSH 02

25PRE LAUNCH 30LAUNCH 26 SOCIAL MEDIA EXAMPLES 28 WINDOW DISPLAY

32 IPHONE CASE DESIGN IDEAS 33 IPAD CASE DESIGN IDEAS 34 HARRODS PERFUME COUNTER DESIGN 36 39 40 45 46

IPADS / TABLETS DIGITAL SCREENS PERFUME COUNTER DESIGN INSPIRATION DIGITAL DISPLAY CASE BRAND EXPANSION

49POST LAUNCH 56CONCLUSION OF 58LIST REFERENCES OF 60LIST ILLUSTRATIONS 50 POTENCIAL COLLABORATION

03

IN TR OD UC TI ON 04

For our perfume concept, as a group, we decided it would be interesting to aim our perfume at the fast expanding Middle Eastern market. For us it was highly important to learn about this region, as a consumer, in as much depth as possible, as well as learning about Arabic cultures & traditions.

We discovered there is a huge amount of wealth in the region and perfume is a highly valued commodity. This for us meant it would be a fantastic market to aim at, however, after more research we noticed that most often, perfumes aimed at this market are targeted at an older woman. Thus leaving a gap in the market for a perfume aimed at younger Arabian women.

When thinking about my marketing strategy I felt it was highly important to make our marketing modern

and

digitally

driven

alongside a traditional marketing approach. This would also include social media as the driving force for our marketing, so as to reach a wide audience of digital natives across the world.

Therefore in my report I will be covering my suggestion for the packaging & graphic design approach; the perfume counter floor plan & digital equipment; future collaborations; as well as my online & offline strategy, covering before, during & after the launch in as much depth as is possible.

05

E M U F R T E P P E C N O C

It’s 30. & 5 base en 2 twe th a i e b w a d aged with ishe n n e e fi u , ta wom uniq aves ed a , is ern n le t t m e s i n e a e r A E g and st. r sc dle r& , ou e Ea the UK s ppe Mid h e t e t c f p a ran ed ink es o oth frag aim of p in b fum n e r s r g e e e m t n t p u y ivi e no dle Eas perf en l heav iddl m y d is a l i o m l t a w p M e r ab with tion onc othe let, t Ar radi c o t i en c m a s v r o e t r o h e ch ut f o at to t ld b ast. nt t Our red ng o a wou i a w le E d e p t d n e o m a d t i w n o S M en, top ch c ud. the wom of o proa f p e a o t no hic fter grap h so c o u m m r de nge you

06

PRIMARY RESEARCH

We had spoken in depth with

We also emailed a variety of luxury

William Grabbie, the senior sales

stores such as Selfridges, Fenwicks,

assistant on Harrod’s Amouge

Fornum & Mason, as well as

counter, who has worked there

contacting Middle Eastern perfume

throughout its 5 years at Harrods.

bloggers. Although we did not get

He spoke to us on about Middle

many responses, we did get a reply

Eastern women’s preference for

from blogger & photographer,

long lasting perfumes, such as oils

Christina Linaza who said young

based perfumes, as they last longer

Middle Eastern women prefer

on the skin through the heat.

big brands & the latest fragrances which have strong identities &

We interviewed our Middle Eastern

exclusive ranges.

model, Rebecca Zakeim, about her perfume preferences. We learnt

The scent we created combines

from her that she shops at high end

their traditional culture with a new

department stores & airports for

modern edge. The figures we found

perfume, spending between £100

back this up as the Middle Eastern

& £200 on a bottle. She explained

fragrance is currently valued at

her preference were for perfumes

$3.5 billion, approximately 20%

such as because although they have

of the global fragrance market.

strong oud notes, they also use

The average Saudi spends £1,900

floral notes & she prefers lighters

during a shopping trip in London’s

scents because she doesn’t like the

West End , with each transaction

heavy, strong fragrances her mother

averaging out at £300 (Daily

wears.

Mail, 2012). Even more so with the Middle East ranking highest globally for perfume consumption

“ Middle Eastern culture has an extraordinary appreciation for the luxurious, emotional and memorable

“

qualities of fragrance

TOM FORD

07

as it is a significant part of their culture. Especially oud oil, “which is highly prized both regionally and around the world, has been used for centuries in art, as a symbol of reverence and a token of beauty” (Middle

East

Business

News,

2011). As Ahmed Pauwels, CEO of organsier, Epoc Messe Frankfurt explained (Arabian Gazette 2013) :

“

Though lifestyles

and tastes have changed remarkably over the years, the Middle East

08

“

continues to value perfumes highly

LOGO DESIGN Our target consumers fit into

Our logo incorporates our perfume

the consumer typologies of ‘big

name ‘Almas’, which in English

spenders’, ‘label seekers’ & ‘stylish...

means diamonds. The two diamond

shopaholics’ (Mintel, 2004 cited

shapes that interlock represent the

in Jackson & Shaw, 2009, p.13)

connection between our consumers’

making them a profitable market

Middle Eastern heritage, juxtaposed

to aim at. Consumer profiling

with today’s modern society.

was important for me to fully understand our customer, and what their wants and needs are. Using the VALs system, I felt we would be targeting ‘Status-oriented fashion consumers’ who are ‘Actualisers’ & ‘Achievers’. These are consumers buying luxury and exclusive fashion products, wishing to show off their wealth to friends and family.

We would also appeal to ‘Action orientated fashion consumers’ in the ‘Experiencers’ category. These consumers are usually young with relatively large disposable incomes

CONSUMER PROFILING

and are highly sociable (Jackson & Shaw, 2009). Through our customer profiling I could decide what would best appeal to our target consumers; adapting our branding and marketing strategy to engage our particular customer segment, & deciding to position ourselves within the luxury market (Posner, 2011).

09

10

fig.1

fig.2

fig.3

Our bottle design was highly inspired by trends reviewed on WGSN. This included, ‘VM inspiration - Art Exhibitions 2012 : The New Brights’. We loved the thought of creating a bright & vibrant perfume bottle to contrast the minimal aesthetic of our

&

that of perfumes such as Amouge & Killian (WGSN - The New Brights, VM 2013). Also ‘VM inspiration - Art Exhibitions 2012 : Hypnotic Psychedelia’. We loved the shapes within Yves Behars installation for Swarovski, ‘Amplify’, and based fig.4

BOTTLE DESIGN

our perfume bottle on these shapes (WGSN - Hypnotic Psychedelia, VM 2013). The glass perfume bottle would be covered in a translucent kaleidoscope pattern inspired by mutliple trends seen on WGSN.

11

packaging

would

PACKAGING

Almas’

be

inline with our brand’s aesthetic reflecting the brand’s contemporary luxury. Our packaging would be slick & minimal to give it the feel of a luxury product. The perfume would be sold in a simple black box, being a partial metaphor for women wearing the hijab, as well as the plain black box adding to the mystery of what is concealed inside it.

For our packaging we would use a company called ‘Wrapology’ who manufacture

luxury

packaging.

Their clients include Chloe, Calvin Klein, Marc Jacobs & Harrods. We would request a variety of products such as the examples shown:

12

ALMAS

Almas cordially invites you to it’s spectacular launch of their new perfume

ALMAS

July 1st 2013 Harrods 10AM ALMAS DESIGN EXAMPLES fig.5

These are examples of our branding & packaging, including:

MA S

- printed ribbon

AL

- invitation postcard

AL

MA S

- fragrance tester strip - thankyou card

AL MA S

AL

MA S

AL

AL

MA S

MA S

AL

AL

MA S

MA S

- tissue paper

AL MA S

AL MA S

AL

MA S

ALMAS PERFUMES HARRODS

THANKYOU

AL

MA S

AL

MA S

We hope you will love your new fragrance as much as we do

MA S AL

AL

MA S

AL

MA S

AL MA S

AL MA S

AL

MA S

AL MA S

AL

MA S

LOve almas x

13

S E M U F R E P S ALMA Y F ROM EXCLUSIVEL HARRODS

fig.6

14

The carrier bag is a hugely important aspect to focus on as it ‘is a highly visual symbol of a brand’. It is a key marketing tool due to the fact that, “every time a customer leaves a store

carrying

their

purchases

in a distinctive and recognisable carrier bag, they become a walking advertisement

for

the

brand.”

(Posner, 2011) This is especially important for our particular customers, as the shopping bags they carry reflect and flaunt their wealthy status.

Contemporary luxury is what our brand

encompasses

&

evolves

around, as we are giving our consumers luxury products & service, but making it more modern.

By aiming at a younger audience we

are

embracing

innovative

technology within our marketing strategy, to add an interactive experience to buying perfume.

CARRIER BAG

Our marketing strategy will be fully coherent and consistent as it is a tangible representation of our brand. Before, during & after launching our fragrance(s) we would carry out direct rating tests & portfolio tests to ensure the brand’s communications are working effectively to connect with our target consumers. This will help us to improve sales and understand our target market in ever more depth. (Jackson & Shaw, 2009)

15

STRATEGIC PROPOSAL The Brand Ambassador for this

consumers an ambassador they can

particular perfume will be Hanaa

relate to and admire (Posner, 2011).

Ben Abdesslem as she is already well

Almas also wants to associate

recognised for modelling along side

themselves with her based on her

beauty brand ‘Lancome’, making her

plans on changing ‘misconceptions

easily identifiable & eye catching.

of what modeling is about’ within

Hanaa embodies the sophistication

her culture and similar cultures

& young identity we wish to

within the Middle East (Mail

associate our fragrance & brand

Online, 2012). Almas wants to

with. Being young & fresh faced,

directly identify themselves with

our 25 to 30 year old consumers

Hanaa’s sparkle & prominence, so as

will be able to connect with her on

to reinforce its own brand’s position

an emotional level. The Tunisian is

and image within the marketplace

also a practicing Muslim, who does

(Posner, 2011).

not drink alcohol or smoke, giving

16

17

fig.7

BR AMBAS 18

AND SADOR 19

fig.8

fig.9

20

HANNA BEN ABDESSLEM 21

fig.10

22

LAUNCH LOCATION

23

RAMADAN RUSH A key time we will be focusing

company for retailers in Oxford

on is the ‘Ramadan Rush’ which

Street, Bond Street and Regent

begins on July 9th in the coming

Street explains, these customers are

year. This is a time when wealthy

worth millions as last year Middle

Arabs, including millionaires &

Eastern visitors spent around £120

billionaires, flock to London from

million in the ‘Ramadan Rush’,

all over the Middle East to escape

which they expect to rise year-on-

the heat, relax, party, and to flaunt

year. These Arab consumers do not

their wealth. The figures speak for

want summer sales bargains, they

themselves, with Saudi visitors

want new season stock explains

increasing 22% year-on-year, &

a Selfridge’s spokesperson, ‘they

UAE visitors rising nearly 10% at

want the latest, most fashionable,

120,000.

limited-edition products’, which is exactly what Almas has to offer.

During this time we’d have Arabic

This is why we would launch our

speaking staff on our perfume

first perfume on July 1st to create a

counter because ‘The pre-Ramadan

buzz for Middle Eastern customers

spending spree is boosting the

coming over soon after the launch,

profits of high-end stores such as

with the knowledge of our exclusive

Selfridges & Harrods’. This is why

new perfume being sold in Harrods

Harrods is a key location to have

(Daily Mail 2012).

our counter due to its ever growing and high-end stores, ‘The Ramadan Rush is a total phenomenon.’

As Jace Tyrrell of the New West End Company, the management

“ THESE CUSTOMERS WANT THE BEST AND

ARE PREPARED TO PAY FOR IT

“

wealthy customer base. For Almas,

Daily mail 24

PRE LAUNCH Prior to the launch all major activity will be based in the UK and be digitally focussed. We would create the brand’s official website, facebook, instagram & twitter accounts, promoting the launch of the new perfume & enabling customers to share our promotional features. We want to make our brand ever more modern by embracing a highly digital strategy & encompassing social media as an integral part of our marketing, to appeal to our younger target market.

25

FACEBOOK - MOBILE

These figures show the huge growth in internet users in the Middle East, who are eagerly embracing social & digital media, so we would use this to our advantage. The Middle East has seen a 294% increase in it’s internet population, from 2007 to 2012. This means Almas has 77 million internet users it can reach in the Middle East alone (World Internet Stats cited on Pingdom. com, 2012), let alone the 52 million user in the UK (World Internet Stats, 2012).Through our social media and website platforms we would be able to tell our consumers where

5,906

and when the launch will be, with a count down to the event, provoking thrill & intrigue. Customers will also be able to sign up to our email promotions & request samples to be sent to their homes 1 month prior to the launch, with a restricted number

of

samples

available,

around 500, to make consumers feel the need to rush to get one, making it appear to be exclusive & limited. We would send out samples & invitations to bloggers and instabloggers throughout the UK & Middle East to get our perfume talked about & promoted to further increase social media activity, as well as brand & product awareness.

On the website, two days before the launch event, consumers will be able to sign up for the first 20 VIP places. The chosen consumers will be sent their VIP invitation via their email and can either print it out or show it on their smartphone.

26

TWITTER - MOBILE

INSTAGRAM - MOBILE

5079

fig.11

27

With the launch being in Harrods, we would have a mysterious & alluring window display with the bottle covered over by a piece of black silk draped over it. The brand name, launch date and time, as well as links to website & social media will be written on window. The window display is an important way for Almas to communicate specific information to shoppers (Posner, 2011), especially to drive our social media marketing. More-over it is to inspire a sense of mystery and interest for passing shoppers.

3 weeks prior to the launch, the window will also be interactive, inspired by a visual merchandising trend found on WGSN (Digital Future, 2013); an idea used in Seattle by Nordstrom. Our window

WINDOW DISPLAY

display in Harrods would become interactive through the use of Kinect’s infrared technology. It would enable shoppers outside the store to ‘paint’ and ‘write’ onto the window in light, against the black backdrop of the display, through the motion of their hands in-front of the glass. The public would thus be encouraged to illustrate and leave comments on the window, getting shoppers to proactively connect and interact with our brand. This would create an exciting approach to

increasing

Almas’

brand

exposure as well as establish the beginnings of the brand’s affiliation with technology.

28

fig.12

fig.13

Nordstrom’s interactive window display, Seattle

29

The launch will start with the unveiling of the bottle in the window, revealing the two large digital screens behind which will play moving kaleidoscope patterns, acting as attention grabbing visuals inspired by the bottle’s design. This was inspired by Etro’s incredibly entrancing kaleidoscopic catwalk for

Autumn/Winter

2013/2014

(WGSN - Catwalk Sets, VM 2013).

At the launch the 20 winners will

receive

kaleidoscope

a

complimentary

patterned

i-phone

case (both generation 4 & 5 cases

fig.14

available) & ipad case, a Limited Edition bottle of Almas with a single Swarovski diamond embedded in the gold lid, as well as a handbag sized bottle. They will also be given a specific hashtag to use if they wish to talk about their Almas VIP experience on twitter, and write about their thoughts on their new fragrance. These tweets will then be retweeted onto the Almas twitter page, copied onto the facebook page and featured on the website to promote excitement around the launch. fig.15

LAUNCH 30

fig.16

fig.17

Etro’s Kaleidoscopic Catwalk for A/W ‘14

31

fig.18 - 22

IPH

ON

EC

A SE

DES

IGN

IDE

AS

32

.23

fig

IPAD CASE DESIGN IDEAS

fig.24 - 27

These iphone & ipad cases will be available for customers to buy at our perfume counter, to make our brand accessible for everyone, furthering brand awareness not only through our perfumes, but also with customers buying accessories related to the latest trends which our designs will revolve around.

This will in-turn generate further revenue, enabling us to expand our brand laterly.

fig.28

33

The

counter

will

be

highly

interactive, with ipads fitted into the counters, enabling customers to write their thoughts on the perfume, which will be added into an online work cloud on the website, and try out our other digital media. The ipads will also be hooked up to a device which, when you press a button on the screen to spray a burst of fragrance. It will be sprayed from a nozzle fitted into the counter which will spray onto customer’s wrists. Consumers will feel compelled to see and try the technology themselves, bringing more customers to the counter to gain brand awareness and footfall. These tablets & a large back wall screen, when not being used by customers, will slideshow a selection of images and videos, including the making of the perfume, the kaleidoscopic patterns, closeups of the bottle and of the advertising campaigns, inspired by the innovative use of technology & the interactive screens used in the Burberry Flagship Store

HARRODS PERFUME COUNTER DESIGN

(Wallpaper, 2012).

Additionally, customers will be encouraged to interact with our displays by generating their own, personal by

kaleidoscopic

taking

their

photograph

on the counter’s tablets. These photographs, through the use of an app, will be transformed into digital kaleidoscopes, which will be played on the counter tablets, window display screens & website. They will also be encouraged to share their kaleidoscope onto their social media pages, extending brand awareness to their friends.

34

pattern,

Kate Spade’s use of tablets in her new store

fig.29

hi-tech luxury

“

“

WGSN

35

Alexander McQueen Interactive table

fig.30

The use of ipads & tablets in stores has become a ‘retail norm’, from department stores & luxury retailers, to beauty counters. Our brand will be able to take full advantage of ipads within our counter in Harrods. For example, customers can watch the latest promotional media; sign up for newsletters & events; follow our social media platforms; access further &

book

product

information

personal

perfume

consultation appointments. Thus giving out customers an ultra slick & richly hands-on user experience, including the ability to conveniently purchase items via the ipads, as currently being used by fashion retailer, Nordstrom (WGSN - Ipads in Retail, 2011).

IPADS / TABLETS fig.31

Karl Lagerfeld Store

36

fig.32

37

All Saints

38 fig.33

fig.34

DIGITAL SCREENS Burberry has been leading the way with their state-of-the-art, ultra modern Flagship store on Regents Street, London. A store every brand should take inspiration from, including ours.

Embracing technology into their marketing and visual merchandising has only furthered their success and brand awareness.

39

fig.35

PERFUME COUNTER DESIGN INSPIRATION I took a great deal of inspiration from Chanel. Their fragrance & beauty counter designs as always beautifully slick, modern and inviting. Every aspect of their counter designs are luxurious. I really liked how customers have the option to browse themselves, or seat themselves for a consultations. I also loved the semi circle dividing wall, making for a cosy, welcoming space in amoungst the tightly packed & busy perfume halls.

40

fig.36

41

42

fig.37

43

44

During the launch promotional staff will be handing out free samples of Almas, & bottles will be available to purchase. We will also have a £1 million bottle of Almas exhibited, which will be highly decorated in real gold & diamonds. This will be fixed into the wall display for customers to admire in Samsung’s new transparent display case which allows images and text to be displayed on the glass case, over the product. Therefore forming a display visually engaging for customers to be drawn into admiring; associating our fragrance with

contemporary

&

emerging

technology (WGSN - Digital Future, VM 2013).

We will therefore be

able to play kaleidoscope videos, advertising campaigns and media messages over the display case.

DIGITAL DISPLAY CASE

fig.38

45

BRAND EXPANSION

By doing this we are making the whole

with new & interesting content

experience of shopping more exciting

such as snippets of the advertising,

& compelling, particularly as many

upcoming events, media coverage,

‘shopaholics’ find the ‘experience

consumer reviews from youtube &

of shopping and spending money

behind the scenes footage. Social

is more pleasurable than owning

media activity will be a crucial part

the product purchased’. This is why

of our on going marketing strategy so

it is key we make buying an Almas

as to reach out to our younger target

perfume an event, within an enticing

audience. Especially as social media is

retail environment, because it can

a fantastic way to ...

‘substantially enhance and encourage purchasing.’(Jackson

&

Shaw, 2009) For the launch we will try to gain as

much

publicity

as

possible,

using PR companies such as ‘APR Communications’ in London & ‘The PR Clinic’ in Dubai to help us achieve this. We will also gain coverage in Middle Eastern Magazines such as Alef, Haute Muse, Harpers Bazaar

“

find out what the

marketplace is thinking about you, your company, and your products

Arabia and Elle Arab World, all high end magazines which our target Middle Eastern woman would read.

The Almas bottle worth £1 million will also bring extended media coverage & publicity, in both the UK

(Meerman Scott, 2007 cited in Posner,

and the Middle East.

2011, p168). Thus making it easier for us as a brand to understand and

We would be continually updating our

stay up-to-date with our consumers’

social media platforms and website

perceptions, desires & requirements.

46

“

consumer

fig.39 - 42

47

fig.43

We would then laun ch Almas Mall, the in the lux world’s la ury depa rgest sho rtment sto then help pping ma re ‘Paris ll, within us to sell Gallery’ 6 month our prod in the Du s of our H uct specifi bai arrods la cally to o unch. Th ur Middle is will Eastern m arket all year roun d.

fig.44

48

POST -

To celebr ate this la unch we further p would in troduce o roducts, enhancin ur loyalty g brand lo understa scheme, nding loc y as an inc a lt y. To mar al, cultur entive to k e t o al, social, brand is u encourag r s e lv e s within effectively geograph e consum the Midd ic & poli er to pur responsiv le ti need to b E chase e c a a s to t l s w a it e n u y would ne ations th e adapted arising sit r e o d u u to to g a h ti d work on ons (Pos ifferent c the use o shopping ner, 2011 ultures. W f PEST a habits or ). This is nalysis, to e would h cultural tr b ecause m ensure ou ave to ma aditions arketing r ke sure n for exam strategies ot to mak p le . & e assump m We would e s s a ges tions abo need to s ut Middle eek advic E preferenc a s e te fr r n om profe es and pr ssionals actices, s who hav harm the o as to n e an in-de ot cause brand. F pth know any offen or that r ledge of se at any interprete eason, tr the coun point, no anslators d correctl trys’ cult t gain ba would n y (Bickle ure, cons d press o eed to b , 2011). umer r negativ e brough e publicit t in to e nsure ou y which may r cross tr anslated messages are

LAUNCH 49

Our first perfume collaboration would

be

with

Tunisian

calligraffiti artist eL Seed who has previously collaborated with Louis Vuitton on a silk scarf in March 2013. The selftaught artist showcases his passion for street art & Arabic calligraphy and blends them together to create something highly unique and innovative.

This

collaboration

would

work fantastically with our brand as it parallels with our idea of combining Middle Eastern culture, such as the

POTENCIAL COLLABORATION

deep history & beauty behind Arabic calligraphy with the contemporary

evolution

of

street art. It would make for a exciting & contemporary limited edition perfume bottle from a tremendously talented emerging artist. (Style.com/ Arabia, 2013)

fig.45

50

fig.46

fig.47

51

fig.48

fig.49

52

53

54 fig.50

fig.51

55

CONCLUSION

56

In conclusion I feel my proposed

online promotional ideas, future

marketing scheme would work well

events,

for our brand. It is distinctly focussed

product placement & the press

on what consumers want from a

release. I also feel with more

perfume brand, but given to them

resources we would have liked to

in a innovative & enticing fashion.

have attained stronger in-depth

Technology is constantly evolving

primary research which, with our

& it is important for retailers and

particular target audience, was

brands to take advantage of this

challenging.

charity

collaborations.,

and embrace it, enticing customers in new ways. Therefore I feel my

Overall, I feel our perfume would

digital proposal will make us

expand much faster when taken

current and attractive to customers

into the Middle East, especially

who want to really connect with a

bringing exciting technology into

brand; not just buying the perfume,

the country, giving customers there

but buying into the experience,

a more interactive experience.

as well as exclusivity. It is obvious that digital is the way forward, and

I have really enjoyed reading into

seeking inspiration from luxury

the depth & breath of this region’s

brands such as Burberry & Chanel

consumer behaviour and cultures,

proves this as they too are bringing

then

exciting digital experiences into

to our proposal, which has been

their brands.

difficult as times with this particular

applying

that

knowledge

target consumer, but thoroughly With more time / larger word count,

interesting.

I would have also liked to have covered our evening VIP launch party, further store launches, other

57

word count : 3289

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Bickle, M C, 2011. Fashion Marketing. Theory, Principles, & Practice. 1st ed. New York: Fairchild Books.

Daily Mail, Tom Rawstorne. 2012. Ramadan Gold Rush. [ONLINE] Available at: http://www.dailymail.co.uk/news/ article-2166706/Ramadan-gold-rush-Time-year-Arab-plutocracy-descends-austerity-London-party-spend.html. [Accessed 02 June 13].

Jackson, T & Shaw, D, 2009. Mastering Fashion Marketing. 1st ed. : Palgrave Macmillan.

Mail Online, Maysa Rawi. 2012. Tunisian model is first ever Muslim face of Lancome . [ONLINE] Available at: http://www. dailymail.co.uk/femail/article-2088305/Hanaa-Ben-Abdesslem-Tunisian-model-Muslim-face-Lancome.html. [Accessed 01 June 13].

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Middle East Small Business News, Ketaki Banga . 2011. Middle East fragrance market worth US$3.5 billion per annum.

[ONLINE] Available at: http://www.smeadvisor.com/2011/03/middle-east-fragrance-market-worth-us3-5-billion-perannum/. [Accessed 30 May 13].

NY Daily News. 2013. Tom Ford releases exclusive scent for the Middle East. [ONLINE] Available at: http://www.nydailynews. com/life-style/fashion/tom-ford-releases-scent-middle-east-article-1.1265590. [Accessed 31 May 13].

Pingdom.com. 2012. World Internet Population has doubled in the last 5 years. [ONLINE] Available at: http://royal.pingdom. com/2012/04/19/world-internet-population-has-doubled-in-the-last-5-years/. [Accessed 02 June 13].

Posner, H, 2011. Marketing Fashion. 1st ed. London: Laurence King.

Style.com/Arabia, Caterina Minthe. 2013. Tunisian Calligraffiti artist El Seed collaborates with Louis Vuitton. [ONLINE] Available at: http://arabia.style.com/2013/03/tunisian-calligraffiti-artist-el-seed-collaborates-with-louis-vuitton/. [Accessed 02 June 13].

Wallpaper, H. Lauren. 2012. The digitally enhanced new Burberry flagship store, London. [ONLINE] Available at: http://www. wallpaper.com/fashion/the-digitally-enhanced-new-burberry-flagship-store-london/6055. [Accessed 09 June 13].

WGSN - Catwalk Sets, VM 2012, C. Dickinson. 2013. A/W 13/14 womenswear catwalk sets: VM inspiration. [ONLINE] Available at: http://www.wgsn.com.ezproxy.ntu.ac.uk/content/report/Retail_and_VM/Visual_Merchandising/Inspiration_ and_Innovation/2013/May/a_w_13_14_womenswearcatwalksetsvminspiration.html. [Accessed 10 June 13].

WGSN - Digital Future, S. Davies. 2013. A digital future: VM trend evolution. [ONLINE] Available at: http://www.wgsn.com. ezproxy.ntu.ac.uk/content/report/Retail_and_VM/Visual_Merchandising/Inspiration_and_Innovation/2013/May/digital_ update.html#Screen. [Accessed 10 June 13].

WGSN - Hypnotic Psychedelia, VM. 2013. Art Exhibitions 2012: Trended VM inspiration. [ONLINE] Available at: http://www. wgsn.com.ezproxy.ntu.ac.uk/content/report/Retail_and_VM/Visual_Merchandising/Inspiration_and_Innovation/2013/ February/art_exhibitions_2012trendedvminspiration.html#. [Accessed 03 June 13].

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WGSN - Ipads in Retail, Allyson Rees. 2011. Ipads at retail. [ONLINE] Available at: http://www.wgsn.com.ezproxy.ntu.ac.uk/ content/report/Retail_and_VM/Online/2011/June/ipads_at_retail.html. [Accessed 14 June 13].

WGSN - The New Brights, VM. 2013. Art Exhibitions 2012: Trended VM inspiration. [ONLINE] Available at: http://www. wgsn.com.ezproxy.ntu.ac.uk/content/report/Retail_and_VM/Visual_Merchandising/Inspiration_and_Innovation/2013/ February/art_exhibitions_2012trendedvminspiration.html#. [Accessed 03 June 13].

World Internet Stats. 2012. Internet Users - Top 20 Countries - Internet Usage. [ONLINE] Available at: http://www. internetworldstats.com/top20.htm. [Accessed 02 June 13].

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LIST OF ILLUSTRATIONS FIG 1 - Yves Behar, (2012), Amplify by Yves Behar for Swarovski [ONLINE]. Available at: http://www.wgsn.com.ezproxy. ntu.ac.uk/content/wgsn/unifiedsearch.html?q=amplify%20swarovski&tags=&type=all&t=all&_charset_=utf-8 [Accessed 13 June 13].

FIG 2 - Kara Cerveny, (2012), Zebrafish retina [ONLINE]. Available at: http://www.wgsn.com.ezproxy.ntu.ac.uk/content/ wgsn/unifiedsearch.html?q=zebrafish&tags=&type=all&t=all&_charset_=utf-8 [Accessed 12 June 13].

FIG 3 - Keiichi Matsuda, (2012), Prism by Keiichi Matsuda [ONLINE]. Available at: http://www.wgsn.com.ezproxy. ntu.ac.uk/content/report/Retail_and_VM/Visual_Merchandising/Inspiration_and_Innovation/2013/February/art_ exhibitions_2012trendedvminspiration.html [Accessed 12 June 13].

FIG 4 - Product Design Student at NTU (2013) perfume shape concept [Accessed 10 June 13] FIG 5 - craftdragon.com, (2012), pink ribbon [ONLINE]. Available at: http://www.craftdragon.co.uk/images/Pink%20 Ribbon%2033pct.png [Accessed 15 June 13].

FIG 6 - aplexpress.com, (2011), black luxury carrier bag [ONLINE]. Available at: https://www.aplexpress.co.uk/media/ catalog/product/cache/2/ image/450x600/9df78eab33525d08d6e5fb8d27136e95/h/m/hm_matt_black2533_ plane_large.jpg [Accessed 15 June 13].

FIG 7 - n/a, (2013), Hanna Ben Abdesslem [ONLINE]. Available at: http://planetems.cluster014.ovh.net/yangabin/modeles/ hanaabenabdesslem/pHanaaBenAbdesslem1VoFrMars11KarimSadli.jpg [Accessed 13 June 13].

FIG 8 - n/a, (2013), Hanna Ben Abdesslem [ONLINE]. Available at: http://photos.be.com/private/photo/hd/7882788/ private-category/hanaa-10953901c9.jpg [Accessed 13 June 13].

FIG 9 - Harpers Bazaar Middle East - Armani Prive, (2012), Hanna Ben Abdesslem [ONLINE]. Available at: http://bcr8tive. com/wp-content/ uploads/2013/01/Harpers-Bazaar-Middle-East-October-2012-Hanaa-Ben-Abdesslem-2-Armani-Prive. jpg [Accessed 13 June 13].

FIG 10 - ritafontes.com, (2011), Harrods, London uploads/2011/11/harrods1.jpg [Accessed 14 June 13].

[ONLINE].

Available

at:

http://ritafontes.com/wp-content/

FIG 11 - database4iphone.com, (2012), iphone template [ONLINE]. Available at: http://www.database4iphone.com/wpcontent/uploads/faq11-2.png [Accessed 15 June 13].

FIG 12 - 1pezeshk.com, (2013), Nordstrom, Seattle - Interactive Window 2 [ONLINE]. Available at: http://www.wgsn.com. ezproxy.ntu.ac.uk/content/wgsn/unifiedsearch.html?q=nordstrom%2C%20seattle&tags=&type=all&t=all&_charset_=utf-8 [Accessed 13 June 13].

FIG 13 - 1pezeshk.com, (2013), Nordstrom, Seattle - Interactive Window 1 [ONLINE]. Available at: http://www.wgsn.com. ezproxy.ntu.ac.uk/content/wgsn/unifiedsearch.html?q=nordstrom%2C%20seattle&tags=&type=all&t=all&_charset_=utf-8 [Accessed 13 June 13].

FIG 14 - WGSN, (2013), Etro a/w 2014 catwalk 1 [ONLINE]. Available at: http://www.wgsn.com.ezproxy.ntu.ac.uk/content/ wgsn/unifiedsearch.html?q=etro%20autumn%2Fwinter%2014&tags=&type=all&t=all&_charset_=utf-8 [Accessed 13 June 13].

FIG 15 - WGSN, (2013), Etro a/w 2014 catwalk 2 [ONLINE]. Available at: http://www.wgsn.com.ezproxy.ntu.ac.uk/content/ wgsn/unifiedsearch.html?q=etro%20autumn%2Fwinter%2014&tags=&type=all&t=all&_charset_=utf-8 [Accessed 13 June 60

13].

FIG 16 - VLADIMIR POTOP, (2013), Etro autumn/winter 2013 [ONLINE]. Available at: http://fashion.telegraph.co.uk/ news-features/TMG9887750/Milan-Fashion-Week-autumnwinter-2013-Day-3-Memo.html [Accessed 13 June 13].

FIG 17 - WGSN, (2013), Etro a/w 2014 catwalk 3 [ONLINE]. Available at: http://www.wgsn.com.ezproxy.ntu.ac.uk/content/ wgsn/unifiedsearch.html?q=etro%20autumn%2Fwinter%2014&tags=&type=all&t=all&_charset_=utf-8 [Accessed 13 June 13].

FIG 18 - n/a, (2011), iphone case 1 [ONLINE]. Available at: http://rlv.zcache.com.au/living_green_mandala_kaleidoscope_ iphone_4_4s_case-rf7b69512e3a94aa5b4f10b4808435050_a460e_8byvr_216.jpg [Accessed 15 June 13].

FIG 19 - bigspl.com, (2011), iphone case 2 [ONLINE]. Available at: http://www.bigspl.com/c/living_purple_mandala_ kaleidoscope_iphone_4_case--179052943912305603-product-210.jpg [Accessed 15 June 13].

FIG 20 - n/a, (2011), iphone case 3 [ONLINE]. Available at: http://rlv.zcache.com/pink_and_yellow_kaleidoscope_fractal_ iphone_case-r521e1e3c769e43d18afbe8a4144e1a5b_vx3cj_8byvr_210.jpg?bg=0xFFFFFF [Accessed 15 June 13].

FIG 21 - n/a, (2011), iphone case 4 [ONLINE]. Available at: http://rlv.zcache.com/blue_kaleidoscope_fractal_iphone_4_ cases-r6458858566764cb48dcbf0373ff30ed8_vx34d_8byvr_210.jpg?bg=0xFFFFFF [Accessed 15 June 13].

FIG 22 - n/a, (2012), iphone case 5 [ONLINE]. Available at: http://rlv.zcache.co.uk/blue_kaleidoscope_mandala_iphone_5_ case-r01f2755075a1403c87222dc8cc447755_80cs8_8byvr_216.jpg [Accessed 15 June 13].

FIG 23 - wanelo.com, (2011), iphone case 6 [ONLINE]. Available at: http://cdn-s3-2.wanelo.com/product/image/2248247/ original.jpg [Accessed 15 June 13].

FIG 24 - n/a, (2012), ipad cover 1 [ONLINE]. Available at: http://rlv.zcache.co.uk/dotty_love_mandala_kaleidoscope_ipad_ mini_cover-r60834794501a450ab9b210315cd768e1_vaspz_8byvr_216.jpg [Accessed 14 June 13].

FIG 25 - n/a, (2012), ipad cover 2 [ONLINE]. Available at: http://rlv.zcache.com/blue_kaleidoscope_fractal_cover_for_the_ ipad_mini-r68482fd6c82e43b69c517568e65abb0c_vaspz_8byvr_210.jpg?bg=0xFFFFFF [Accessed 14 June 13].

FIG 26 - n/a, (2012), ipad cover 3 [ONLINE]. Available at: http://rlv.zcache.com/pink_and_yellow_kaleidoscope_fractal_ ipad_mini_case-re825b9d28c4845e4a4f4ac2fcb8d42c7_vaspz_8byvr_210.jpg?bg=0xFFFFFF [Accessed 14 June 13].

FIG 27 - zazzle.com, (2012), ipad cover 4 [ONLINE]. Available at: http://www.zazzle.co.uk/alternative+ipad+cases [Accessed 14 June 13].

FIG 28 - n/a, (2012), ipad cover 5 [ONLINE]. Available at: http://rlv.zcache.co.uk/purple_living_mandala_kaleidoscope_ ipad_mini_case-rc2ae57bc77df4d759802c6f018d92124_vaspz_8byvr_512.jpg [Accessed 14 June 13].

FIG 29 - n/a, (2013), Kate Spade Flagship Store ipads [ONLINE]. Available at: http://i.i.com.com/cnwk.1d/i/tim/2013/03/11/ KateSpadeiPads.jpg [Accessed 13 June 13].

FIG 30 - McQ Store, (2012), McQueen Flagship Store Installation [ONLINE]. Available at: http://behance.vo.llnwd.net/ profiles7/505570/ projects/7835885/8c7a99fc6ad5551bd1624c9436802777.jpg [Accessed 13 June 13].

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FIG 31 - n/a, (2013), Karl Lagerfeld Store Ipads [ONLINE]. Available at: http://etcfashionblog.com/wp-content/ uploads/2013/02/Shop-Karl-Lagerfeld-Saint-Germain-Des-PrĂŠs-The-Editorial-Discovers-Places-In-Preview-8.jpg [Accessed 13 June 13].

FIG 32 - All Saints, (2011), All Saints, New York [ONLINE]. Available at: http://www.wgsn.com.ezproxy.ntu.ac.uk/content/ report/Retail_and_VM/Online/2011/June/ipads_at_retail.html [Accessed 13 June 13].

FIG 33 - Burberry, (2012), Burberry, Regents Street, London 1 [ONLINE]. Available at: http://www.wgsn.com.ezproxy. ntu.ac.uk/content/wgsn/unifiedsearch.html?q=burberry%20regents%20street&tags=&type=all&t=all&_charset_=utf-8 [Accessed 13 June 13].

FIG 34 - Burberry, (2012), Burberry, Regents Street, London 2 [ONLINE]. Available at: http://www.wgsn.com.ezproxy. ntu.ac.uk/content/wgsn/unifiedsearch.html?q=burberry%20regents%20street&tags=&type=all&t=all&_charset_=utf-8 [Accessed 13 June 13].

FIG 35 - n/a , (2012), Chanel Perfume Counter [ONLINE]. Available at: http://4.bp.blogspot.com/_vzm2CJb_Jco/ TFEMHaH_UfI/AAAAAAAAFVc/GU9z_wHyyac/s1600/holt+renfrew+chanel+perfume+counter.jpg [Accessed 13 June 13].

FIG 36 - Todd, (2011), Chanel seated counter [ONLINE]. Available at: http://tkingstonp.files.wordpress.com/2011/02/ chanel-3611.jpg [Accessed 13 June 13].

FIG 37 - Scents of Self blog, (2012), Chanel perfume counter close up [ONLINE]. Available at: http://scentsofself.files. wordpress.com/2012/03/espace-parfums-2.jpg [Accessed 13 June 13].

FIG 38 - WGSN Samsung, (2013), Samsung Transparent Display Box [ONLINE]. Available at: http://www.wgsn.com. ezproxy.ntu.ac.uk/content/wgsn/unifiedsearch.html?q=samsung%20transparent&tags=&type=all&t=all&_charset_=utf-8 [Accessed 13 June 13].

FIG 39 - celebuzz.com, (2012), Haute Muse Kim Kardashian cover [ONLINE]. Available at: http://cdn2.kimkcdn.celebuzz. com/files/2011/12/Kim-Kardashian-Haute-Magazine-Exclusive-Second-Cover-120511-492x637.jpg [Accessed 15 June 13].

FIG 40 - Elle Arab World, (2012), Elle Arab World Doutzen Kroes [ONLINE]. Available at: http://i.sauceinc.net/assets/ media/2012/08/Elle-Arab-World-sauce-June-2012-Cover-Large-742x1024.jpg [Accessed 15 June 13].

FIG 41 - Harpers Bazaar Arabia, (2011), Harpers Bazaar Arabia Paula Patton [ONLINE]. Available at: http:// whatshauteinthestreets.com/wp-content/uploads/2011/12/paula-patton-harpers-bazaar-arabia-december-2011.jpg [Accessed 15 June 13].

FIG 42 - Alef Magazine, (2007), Alef Magazine cover [ONLINE]. Available at: http://www.welovecolophon.com/uploaded/ file-Alef-1744_0.jpg [Accessed 15 June 13].

FIG 43 - The Dubai Mall, (2011), Paris Gallery [ONLINE]. Available at: http://www.thedubaimall.com/en/Images/Paris%20 Gallery%201_tcm87-18112.jpg [Accessed 15 June 13].

FIG 44 - The Dubai Mall, (2012), Paris Gallery 2 [ONLINE]. Available at: http://www.ourbusinessnews.com/wp-content/upl oads/2012/10/31097__121025031346-paris-gallery-luxury-iraq-story-top.jpg [Accessed 15 June 13].

FIG 45 - Afrostylemag.com, (2013), El Seed Portrait Photograph [ONLINE]. Available at: http://www.afrostylemag.com/ images/elSeed.jpg [Accessed 15 June 13].

FIG 46 - 12ozprophet.com, (2012), El Seed Street Art [ONLINE]. Available at: http://www.12ozprophet.com/images/sized/ images/news/12ozprophet-cnn-el_seed-3-664x355.png [Accessed 15 June 13].

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FIG 47 - n/a, (2013), El Seed Louis Vuitton Bag Instagram [ONLINE]. Available at: http://thezacorner.files.wordpress. com/2013/04/screen-shot-2013-04-26-at-11-00-45-am.png [Accessed 15 June 13].

FIG 48 - savoirflair.com, (2013), El Seed Louis Vuitton scarf [ONLINE]. Available at: http://www.savoirflair.com/sites/ default/files/Louis-Vuitton-eL-Seed-Collaboration-page8.jpg [Accessed 15 June 13].

FIG 49 - arabiastyle.com, (2013), El Seed extended canvas calligraffiti [ONLINE]. Available at: http://cdn5.arabiastyle.com/ wp-content/uploads/2013/03/el-seed--1024x682.jpg [Accessed 15 June 13].

FIG 50 - El Seed, (2013), El Seed bright canvas calligraffiti [ONLINE]. Available at: http://elseed-art.com/wp-content/gallery/ canvas/untitled-2.jpg [Accessed 15 June 13].

FIG 51 - n/a, (2013), El Seed louis vuitton trunks window display [ONLINE]. Available at: http://i24.photobucket.com/ albums/c44/FIG 8 -ushhottie/out%20and%20about/DSC_0026_zps0b340c11.jpg [Accessed 15 June 13].

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