Fashion Marketing Research Report.

Fashion Marketing Research Report: Topshop and Levi’s Hannah Mary Egan-Fowler Student ID: 201257744 Word count: 2944

Contents structure: 1. Abstract 2. Introduction 3. Literature Review 4. Methology 5. Chosen Product 6. Topshop 6.1 Product 6.2 Price 6.3 Place 6.4 Promotion 7. Levi’s 7.1 Product 7.2 Price 7.3 Placte 7.4 Promotion 8. Discussion 9. Conclusions and Recommendations 10. Appendix 11. References and List of Figure.

Figure 2.

1. Abstract.

The objective of my report was to demonstrate the application of the marketing mix by two brands, both part of different market sectors. Using both primary and secondary research I investigated and evaluated each brand’s application of the marketing mix, showcasing how their position within the market affected their product, price, promotion and distribution strategies. By analysing similar products sold by both brands, I have shown a more in-depth example of the application of the marketing mix, rather than a general overview of each brand and as a result found that the retailer’s marketing strategy is dependent on their position within the market.

2. Introduction.

The following discourse analyses the application of the marketing mix by high-street brand Topshop and middle-market brand Levi’s. I will aim to conclude if the different position of each brand within the market is co-dependant on their marketing strategies. Through both primary and secondary research, I will aim to analyse the application of the marketing mix on a similar product sold by both retailers, and thus draw attention to the differences in marketing strategies.

3. Literature Review.

Application of a specified marketing strategy is a vital part of business. Marketing could be defined as the process of developing, promoting and distributing products to satisfy customer’s needs and wants (Jackson and Shaw, 2009). In terms of the application of marketing to the fashion industry, we look at the 4 elements of the marketing mix, first devised by Neil Borden in the 1950s (Jackson and Shaw, 2009, P86) ; a significant period that could be suggested to be responsible for consumer culture and marketing techniques today. The 4 elements of the marketing mix are explained below: • Product: “A product is the tangible offer that a business sells to make money” (Jackson and Shaw, 2009, P87), and could also be considered a response to consumer. Whilst a Jackson and Shaw defined a product as a ‘tangible offer’, it could also be intangible and thus a service.

Whether tangible or intangible, the product element of the marketing mix is the foundations on which the rest of the marketing mix can be determined on.

• Price: Price could be defined as the sum of values that customers exchange for the benefit of having/using a product/service that aims to satisfy needs and wants (Brassington and Pettitt, 2003), and in this way price determines both the perceived and real value of a product or service.

• Promotion: Promotion involves the communication of a brand’s position and is implicated through the promotional mix. Promotion aims to create desire and engage with the consumer, and thus embedding specific associations within consumer psyches (Posner, 2015, P49).

• Place: Place refers to the distribution and sales channels utilized and the logistics and methods of transportation, storage and distribution of products (Posner, 2015, P46-47)

From left to right: Figures 3, 4, 5 and 6.

4. Methology.

To conduct this report, I have used both primary and secondary research. My primary research included visitations of both the Leeds Topshop and Levi’s stores and allowed me to gain qualitive data concerning the views an opinion of the brand, and thus the brand’s target market in concerns to their consumers. In terms of quantitative data, this was also achieved through primary research as I physically observed and purchased the pair of jeans to personally analyse them.

Quantitative data was also achieved through secondary research, accessing statistics through online research, journals and books concerning the content of the report.

Although I primarily used Levi Strauss &Co. for moderate information on Levi’s policies and history, I think my primary research and further expansion of secondary research broadened my research of the application of the marketing mix to this brand.

5. Chosen Products.

The product I chose to analyse was a pair of straight leg jeans, of which the product quality, price and promotion aspects are very different according to the brand. The brand’s I chose were Topshop and Levi Strauss & Co, as both brands could be considered to be a ‘go-to’ brand of a pair of jeans. Topshop’s high-street market place allows it to have a lower price and quality range, whereas Levi’s stands as a middle-market brand, and thus has a high price range and products of a higher quality.

From left to right: Figures 7, 8, 9, 10 and 11.

6. High-Street Brand: Topshop.

Topshop’s parent company Arcadia Group, a multinational retailing company, described Topshop as “the champion of individuality” and “a global fashion and beauty destination that connects women with the new and the next in style and culture” (Arcadia Group, 2019). As a global highstreet brand, Topshop appeals to a younger target market through their trend-driven products and low price ranges.

6.1 Product

Topshop’s ‘Authentic Straight Leg Jeans’ description stands as: “Straight leg jeans are having a fashion moment. Embrace the trend with our high rise, straight leg pair in authentic low stretch denim with raw hem detailing” (Topshop, 2019). The materials used to product this product are 91% Cotton and 9% Elastomultiester (Topshop, 2019). Elastomultiester is a fabric made from two layers of cotton fibre bonded (Kh, 2019), and is added to give elasticity to the denim, as an alternative from elastane (Piccinini and Senaldi, 2011).

The straight leg cut of the jeans show in this report in the colour ‘Green’ and is available in both Petite and Tall ranges. Topshop.com shows 89 results for ‘straight leg jeans’, showing a range of colours and styles including ‘belted utility’ and ‘raw hem’ variations (Topshop, 2019).

6.2 Price

As a high-street brand targeting a younger generation, Topshop largely employs the strategy of ‘price skimming’, where a product is introduced at a set price then lowered over time as new products are introduced (Giltman and McDaniel, 2007). When researching Topshop’s straight leg jeans the focus product ,‘authentic Straight Leg Jeans’, was priced at £40, with similar variations at the same price. However, it can be observed on their website that 11 pairs of straight leg jeans had been reduced, with the lowest having been reduced by 52%, an example of Topshop’s price skimming strategy. This strategy also allows Topshop to contest with competitors (See Appendix B), whilst gaining maximum attracting further ‘price-sensitive’ consumers when they are reduced.

From left to right: Figures 12, 13 and 14

6.3 Place

Topshop holds 629 stores located in over 40 countries, making it a global brand. Due to the magnitude of physical stores, Topshop has a high reputation as a go-to high-street store, due to the ease of accessibility for their consumers. Topshop also offers collect in store and delivery service to 110 countries, paired with their strong online presence.

Notably, Topshop utilizes a method of selective distribution, meaning that it’s stores are more defined within set geographical areas. For example, although in over 40 countries, the majority of Topshop’s stores are based within the UK. In terms of their online presence, Arcadia stated that their website received an average of “4.5 million weekly visits across mobile, tablet and desktop devices”(Arcadia, 2019), not including the brands ability to shop through their Instagram page.

Some Topshop stores also offer unique and personalised shopping experiences, due to the addition of hair salons, beauty bars and cafes. Experiential shopping adds an extra element to the Topshop Experience and thus encourages consumers to return and promote their experience to others.

6.4 Promotion Retailer

Retailer Manufacturer

Wholesaler Retailer

Retailer

From top to bottom: Figures 15 and 16.

In terms of promotion, Topshop utilizes social media to connect with their consumers (See Appendix C) and promote their products. Through use of Influencers, Topshop also showcases a team of individuals on social media platform Instagram. Topshop’s Instagram has 9.7million followers (as of 11th May 2019) and #topshopstyle currently has 339,018 posts (@topshop, 2019) . The hashtag enables consumers to post their own pictures wearing the brand h=and have the opportunity to be shared on the official Instagram page. It could be considered that Topshop mainly promotes through social media due to the involvement their target audience has in social media.

For example, Jane Shepherdson, previous brand manager, stated that Topshop’s target market was officially “15- to 30-year-old women” (McMinn, 2002) and, as of April 2019, statistics show that more than half of Instagram’s user population are younger than 34 (Statista, 2019).

Their visual merchandising consists of traditional window displays that showcase their latest designs, and posters representing style suggestions for consumers of how to wear their jeans. The brand also offers various promotional offers such as Student Discount to engage with their target consumer (See Appendix C)

From left to right: Figures 17, 18 and 19.

7. Middle Market Brand: Levi’s

Levi Strauss &Co. has built its reputation for high quality denim since it was first founded in 1853 in San Francisco, with the executive creator Stephen Clements stating “nearly everyone in the modern world owns, or has owned, a pair of Levi’s® jeans” (Levi Strauss &Co., 2019) The company is built on the foundation of the patenting of the metal rivets that allowed the denim overalls to structurally durable, which can be seen today as part of Levi’s classic style (Levi Strauss & Co. 2019). The middle market brand offers jeans that stand as an investment piece, suggesting that the durability of the jeans could last you a lifetime. As a result of Levi’s heritage as a long-standing reputation as a reliable source of quality denim, the brand can place their products at a higher price range than that of the high-street brand Topshop, and be more exclusive with their promotion and distribution, as the following will analyse.

7.1 Product

Levi’s version of the straight leg jeans is the ‘Ribcage Straight Ankle Jeans in the colour ‘Haters Gonna Hate”. ¬The style is described as “a classic style that has defined generations” (Selfridges, 2019), recalling the vintage element to the Levi’s brand. Levi’s is suggested to have found inspiration from the high waisted trousers of the 1930s combined with their classic 501 style. The Ribcage style is Levi’s highest waisted jean to date, showcasing a 12-inch rise and designed to define the wearers hips whilst slimming the waist (Eggenberger, 2019). The Ribcage Straight Ankle Jeans are made from 99% Cotton and 1% Elastane, showcasing the structure of the garment. Levi Strauss &Co. stated that the average pair of jeans is made with 1.7 pounds of cotton.

Levi Strauss &Co. promote their use of materials within the process of making jeans. They stated that they planned to “reduce...(their)...water footprint across the board with a special focus on water-stressed areas” and reduce greenhouse gas emissions by 90s by 2025. When considering Levi’s product, we must also consider the workers. Levi Strauss &Co. has stated that they will attempt to involve 200,000 workers within their Worker Well-Being programme; a programme launched in 2011 in the aim of improving workers lives. Due to the ethical value involved within production, this could be an impact upon the product quality (Levi Strauss &Co, 2018).

7.2 Price

Taking into account the higher quality of the product (fore mentioned), the Levi’s Ribcage Straight Ankle Jeans are set at a higher price than Topshop. The Jeans are priced at £95. Levi’s price range for women’s jeans ranges from £175 to the affordable £25. The wider price range enables Levi’s jeans to be considered ‘available to everyone’ whilst still holding the perceived value of a luxury product due to the higher price points. Appendix F showcases Levi’s price architecture, of which the Ribcage Straight Ankle Jeans stand as a mid-price product. Appendix F shows how Levi’s price range allows both premium and affordable products without compromising their customer’s perceived value of their products.

In Levi Strauss &Co.’s 2016 annual report, they stated “prices we pay our suppliers for our products are dependent in part on the market price for raw materials used to produce them, primarily cotton.

From left to right: Figures 20, 21, 22 and 23.

The price and availability of cotton may fluctuate substantially, depending on a variety of factors.

The price fluctuations impact the cost of our products in future seasons due to the lead time of our product development cycle. “(Levi Strauss &Co., 2016). This shows how the brand is affected by cost-based pricing, taking to account the influence of production and material cost influx.

7.3 Place

Levi’s holds 750 store company-operated stores in 31 countries, and their products sold in a total of 50,000 retail locations (see Appendix E). Levi’s use a selective distribution method (Logkizidou, 2018), although the amount of retailers could suggest that they use intensive distribution, this is not the case as Levi’s selectively choose retail locations that enable the brand to expand their market across all audiences and achieve their reputation as a ‘go-to’ brand for jeans. For example, Appendix E showcases Levi’s distribution to mass retailers, department stores and premium retailers which all have vastly different customer bases.

Levi’s also offer in-store services, such as personalisation and tailoring, allowing customers to gain a unique experience as well as gain a unique product. Their website is easy and accessible, and has multiple offers of their personalisation and tread forecasts available, as well as the availability to distribute to 110 countries making the products highly accessible.

7.4 Promotion

As part of my primary research, I visited Levi’s Leeds store. In terms of visual merchandising, the store was heavily decorated with references to the brand’s heritage. For example the vintage horse logo could be seen on the walls; a reference to the 1886 trademark symbolizing the strength of the clothing (Levi Strauss &Co., 2019). Reference to the brand’s history integrated with the modern advertisements suits the brand’s aesthetic of modernised vintage style.

In terms of social media, Levi’s Instagram has 6million followers and 2639 posts, with their hashtag #liveinlevis has 353,302 posts( as of 11 May 2019). The hashtag is part of their global campaign described as “digital platform that serves to engage and activate the expansive global community of Levi’s® fans around their shared experiences”(Levi Strauss &Co., 2019). The hashtag serves as a strong promotion of the brand’s global presence and showcases the variety in customer base.

8. Discussion

I believe that I have achieved the analysis of the application of the marketing mix at two different market levels and my results are credible, both through my primary and secondary research of both brands. The results show the difference in application of the marketing mix in terms of highstreet brands and middle-market brand but cannot necessarily be applied to these market sectors in general due to the specified research based upon an individual product within the specific brands, and thus not representative of the retail market sectors as a whole.

For example Levi’s distribution method cannot be generalised to the middle-market sector, as their strategy is built upon their desire to have reputation that associates ‘denim’ with ‘Levi’s’, and thus their price range is more expansive and inclusive of different retailers.

Figure 24.

Points for discussion concern the production methods and materials utilized within the process. It could be considered that Levi’s products are set at a higher price point that Topshop due to the quality of product, although both products hold similar material values (both holding high 90% values of cotton). Due to the similarity in materials, we must take into consideration the production process, and this is why I have consequently analysed Levi’s corporate social responsibilities concerning their workers. Taking into account Levi’s sourcing of organic cotton, they have to take a cost-based pricing strategy, whilst Topshop’s organic sourcing is unknown. Whilst apart of the Better Cotton Initiative, the brand has not been transparent in how much of cotton Topshop actually uses from the initiative (Roberston, 2018).

As part of the Ethical Fashion Report, Topshop is rated C+, whilst Levi’s is rated B (See Appendix G), therefore showcasing a suggestible impact on product quality and in turn pricing strategy.

Both brands state that their audiences are inclusive of all target markets, however it should be noted that Topshop’s consumer is typically focused on a younger female audience, whilst Levi’s longstanding reputation means that their audience is a slightly older generation. Considering this, it could be suggested that Levi’s audience is built on consumers that have grown up with the brand, considering the rise of popularity of jeans in the 1950s, and further symbolism of jeans with the youth culture in the 70s. Due to this, a more middle aged customer could be considered as Levi’s typical demographic. However, contemporary trends for 90s culture could have influenced the same audience that Topshop’s demographic is suited to; students and young professionals wanting authentic vintage denim to gain a vintage style in recent culture. This trend has been noted by Levi’s, hence their social media promotion and addition of personalisation. It can also be observed that both brands use similarly aged models in their campaigns, both hoping to relate to their consumer.

From my research and analysis, it is clear that both brands are highly associated with the product, with each brand having a high reputation for quality denim. Whilst at different price points, it should be noted that the brand’s overlap in their price ranges, yet Levi’s is perceived as a middle market brand and thus in a higher market sector than Topshop. This could also be influenced by the Brand’s promotional techniques; promoting their heritage and high quality products, whilst Topshop is further trend driven and relies on the influence of their social media.

9. Conclusion/Recommendations.

To conclude I have created a SWOT analysis for each brand, show casing my research results.

These showcase my recommendations within the Opportunity segment, including, for example, my recommendation of Levi’s further promotion of their ethic plans as I was not aware of these factors during my visitations of the store and concessions and could engage a younger audience, especially with the suggestion that “millennials feel they have more at stake than any other generation when it comes to matters of health and the environment” (Glass Packaging Institute, 2014.

P3). In conclusion the results of my report are concluded by the segments concerning strengths, weaknesses and threats as well as potential opportunities. .

Figure 25.

Appendix A: Market Levels: Topshop is a high-street brand.

Levi’s is a Mid-market brand.

Appendix C: Target Market: Topshop’s target market is 15-30 year old women, although it could be suggested to be under 30.

Levi’s target audience is 25-35 year olds, focused on both men and women. However, it could be suggested that Levi’s real audience is older than this age brackett.

Appendix D: SWOT analysis.

Topshop Strengths

Levi’s Strengths

Topshop Weaknesses

Levi’s Weaknesses

o Access to target market via 629 stores located in over 40 countries. o Delivery to 110 Countries. o Affordably priced products. o Strong Social Media presence. o Strong Trend Awareness. o Personalised in-store experiences. o Part of Arcadia Group allowing strong brand management.

o High quality products. o In-store tailoring and repair s ervices available, giving the customer a unique experience. o Strong cooperate responsibility concerning ethics. o High reputation for quality products. o Expertise in the Denim Industry. o Wide range of products available, not just jeans.

o Arguably a closed target market. o Not necessarily good quality products. o Lack of in-store visual merchandising. o Selective distribution means their international presence is less than their UK presence. o Large variety of products could appear as too much choice. o Not Transparent.

o Not as strong social media presence. o Levi’s is not trend lead, and thus their styles are not changing. o Fixed prices means there is no offers or discounts, and in turn no incentives to buy the product.

Topshop Opportunities

Levi’s Opportunities

Topshop Threats

Levi’s Threats

o Potential for further expansion internationally. o Development of higher quality products. o Showcase transparency concerning their policies and ethics. o Reduce frequency of sales and offers.

o Drawing attention to their sustainability progress could draw more attention to the brand and thus expand their customer base. o Potential to invest in their social media and advertise more regularly to grab consumer’s attention. o Could employ discounts and offer’s to draw attention to the brand. o Employ more trend-based styles.

o Due to the lower quality of the products, they are not seen as investment pieces and thus hold elements of fast fashion. o Price Skimming and multiple sales bring down the perceived value of the products and, in turn, the brand value. o As part of the Arcadia Group, their revenue could be affected in turn by the other companies under the branch.

o Due to the Brand’s reputation, their products seen as too expensive in comparison to brands like Topshop, although the price range overlaps. o Perceived value limits customer base, as a younger audience assumes they can’t afford the products. o Entry of new competitors. o Due to Levi’s cost-based pricing, their price strategy could be heavily impacted by the variation in cotton prices.

Appendix E: Levi Strauss & Co.’s Company Fact Sheet, highlighting Levi’s variation in retail locations.

Appendix F: The price architecture of (Left) Topshop and (Right) Levi’s jeans range.

£85 Bleach Side Buckle Mom Jeans Top Priced Product

£55 Bleach Diamante Cropped Jeans

£175 Levi’s Vinatge Clothing 1950’s 701 Jeans Top Priced Product

£95 Ribcage Straight Ankle Jeans

Premium Priced Product

Premium Priced Product

£40 Authentic Straight Leg Jeans

£70 312 Shaping Slim Jeans

Mid Priced Product £15 Bleach Dree Cropped Jeans Lowest Priced Product

Mid Priced Product £25 721 High Rise Skinny Jeans Lowest Priced Product

Appendix G: the Ethical Fashion report 2019 highlighting the ethical rating of (Left) Topshop and (Right) Levi’s.

References.

List of Figures.

Arcadia Group. 2019. Topshop. [Online]. [Accessed 1 May 2019]. Available from: https:// www.arcadiagroup.co.uk/brands/topshop Brassington, F., Pettitt, S. 2003. Principles of Marketing. Unknown: Pearson Education, Limited.

Eggenberger, M. 2019. Who What Wear: Everyone I know is Raving about these £85 Jeans.

[Online]. [Accessed 5 May 2019]. Available from: https://www.whowhatwear.co.uk/levis-ribcage-jeans Giltman, L., McDaniel, C. 2007. The Future of Business: The Essentials. 3rd Edition. Cengage Learning.

Glass Packaging Institute. 2014. The Millennials. [Online]. [Accessed 7 May 2019]. Available from: http://www.gpi.org/sites/default/files/GPI-TheMillennials-11%206%2014-FINAL.pdf Jackson, T., Shaw, D. 200. Mastering Fashion Marketing. Hampshire: Palgrave Macmillian.

Kh,Mohamad . 2019. Academia: EME (Elastomultiester). [Online]. [Accessed 1 May 2019].

Available from: https://www.academia.edu/33995666/EME_Elastomultiester_ Levi Strauss & Co. 2019. Live in Levi’s. [Online]. [Accessed 8 May 2019]. Available from: https://www.levistrauss.com/wp-content/uploads/2019/03/LiveInLevis-Project_Press_Release_ FINAL.pdf Levi Strauss & Co. 2019. Use and Reuse. [Online]. [Accessed 5 May 2019]. Available from: https://www.levistrauss.com/how-we-do-business/use-and-reuse/ Levi Strauss &Co. 2019. History. [Online]. [Accessed 5 May 2019]. Available from: https:// www.levistrauss.com/levis-history/ Levi Strauss &Co., 2016. Growing with purpose: 2016 Annual Report. [Online]. [Accessed 5 May 2019]. Available from: http://levistrauss.com/wp-content/uploads/2014/01/Levi-Strauss-Annual-Report-2016-1.pdf Logkizidou, M. 2018. Fashion Marketing. Week 7 Marketing Mix- Price & Place. University of Leeds.

Piccinini, P., Senaldi, C. 2011. Fibre labelling Elastomultiester- DuPont. Luxembourg: Publications Office of the European Union. [Accessed 1 May 2019]. Available from: http://publications.jrc. ec.europa.eu/repository/bitstream/JRC66059/lbna24929enn.pdf Posner, H. 2015. Marketing Fashion: Strategy, Branding and Promotion. 2nd edition. London: Laurence King Publishing. Pp.46-47.

Roberston, L. 2018. Good On You: How Ethical is Topshop?. [Online]. [Accessed 12 May 2019]. Available from: https://goodonyou.eco/how-ethical-topshop/ Selfridges & Co. 2019. Selfridges.com. [Online]. [Accessed 5 April 2019]. Available from: https://www.selfridges.com/GB/en/cat/levis-ribcage-straight-high-risejeans_150-3002395-726930001/ Statista. 2019. Instagram: distribution of the global audiences 2019, by age and gender. [Online]. [Accessed 1 May 2019]. Available from: https://www.statista.com/statistics/248769/ age-distribution-of-worldwide-instagram-users/ Topshop. 2019. Straight Leg Jeans. [Online]. [Accessed 1 May 2019]. Available from: https:// www.topshop.com/filter/N-dgl?Nrpp=24&Ntt=straight+leg+jeans&currentPage=3&seo=false&siteId=%2F12556 Topshop. 2019. Topshop.com. [Online]. [Accessed 5 April 2019]. Available from: https://www. topshop.com/tsuk/product/product/30831647

Cover Image: Torchia, B. 2017. GQ Style: Levi’s Authorized Vintage Is Selling One of the World’s Largest Collections of Vintage Jeans. [Online]. [Accessed 8 May 2019]. Available from: https://www.gq.com/story/levis-authorized-vintage-launch Figure 1: Torchia, B. 2017. GQ Style: Levi’s Authorized Vintage Is Selling One of the World’s Largest Collections of Vintage Jeans. [Online]. [Accessed 8 May 2019]. Available from: https:// www.gq.com/story/levis-authorized-vintage-launch Figure 2: Levis. 2018. How to Crop Your Denim Jacket. [Online]. [Accessed 8 May 2019]. Available from: https://www.levi.com/US/en_US/blog/article/how-to-crop-your-denim-jacket/ Figure 3: Pepe Jeans. 2019. Are You Wise?. [Online]. [Accessed 8 May 2019]. Available from: https://www.pepejeans.com/en_gb/wiser-wash.html Figure 4: ShutterShock. 2019. Denim Pockets. [Online]. [Accessed 8 May 2019]. Available from: https://www.shutterstock.com/search/denim+pockets Figure 5: Long John. 2017. Vintage Levis Levi’s Jeans 501XX. [Online]. [Accessed 8 May 2019].

Available from: https://long-john.nl/original-vintage-pair-of-levis-501xx-jeans-from-1937/vintagelevis-levis-jeans-501xx-longjohn-1937-red-tab-hidden-rivets-selvedge-selvage-original-usa-singletab-repairs-worn-out-crotchrivet-crotch-rivets-v-stitch-14/ Figure 6: Getty Images. 2015. GQ Style: How to Fix your Ripped Jeans. [Online]. [Accessed 8 May 2019]. Available from: https://www.gq.com/story/the-best-way-to-fix-your-ripped-jeans Figure 7: Levi’s. 2019. The Ribcage Jean. [Online]. [Accessed 8 May 2019]. Available from: https://www.levi.com/GB/en_GB/features/ribcage Figure 8: Levi’s. 2019. Logo. [Online]. [Accessed 9 May 2019]. Available from: https://www. levi.com/GB/en_GB/ Figure 9: Levi’s. 2019. Ribcage Straight Ankle Jeans. [Online]. [Accessed 9 May 2019].

Available from: https://www.levi.com/GB/en_GB/clothing/women/ribcage-straight-anklejeans/p/726930000 Figure 10: Topshop. 2019. Bleach Raw Hem Straight Leg Jeans. [Online]. [Accessed 9 May 2019]. Available from: https://www.topshop.com/en/tsuk/product/petite-bleachraw-hem-straight-leg-jeans-7742967?geoip=noredirect&cmpid=ppc_pla_UK_ip&utm_medium=cpc&tsrc=vdna&istCompanyId=38aa0d7f-6514-4cb3-bbdc-df0d32d48b7f&istFeedId=a21748eb-2fe6-47b2-bb85-98b6bd5b1f3f&istItemId=wiqmatpxi&istBid=tztx&gclid=EAIaIQobChMIjeH8kZWZ4gIVB1XTCh1C8AsrEAQYBSABEgKQX_D_BwE&gclsrc=aw.ds Figure 11: Topshop. 2019. Bleach Raw Hem Straight Leg Jeans. [Online]. [Accessed 9 May 2019]. Available from: https://www.topshop.com/en/tsuk/product/petite-bleachraw-hem-straight-leg-jeans-7742967?geoip=noredirect&cmpid=ppc_pla_UK_ip&utm_medium=cpc&tsrc=vdna&istCompanyId=38aa0d7f-6514-4cb3-bbdc-df0d32d48b7f&istFeedId=a21748eb-2fe6-47b2-bb85-98b6bd5b1f3f&istItemId=wiqmatpxi&istBid=tztx&gclid=EAIaIQobChMIjeH8kZWZ4gIVB1XTCh1C8AsrEAQYBSABEgKQX_D_BwE&gclsrc=aw.ds Figure 12: Topshop. 2019. Bleach Raw Hem Straight Leg Jeans. [Online]. [Accessed 9 May 2019]. Available from: https://www.topshop.com/en/tsuk/product/petite-bleachraw-hem-straight-leg-jeans-7742967?geoip=noredirect&cmpid=ppc_pla_UK_ip&utm_medium=cpc&tsrc=vdna&istCompanyId=38aa0d7f-6514-4cb3-bbdc-df0d32d48b7f&istFeedId=a21748eb-2fe6-47b2-bb85-98b6bd5b1f3f&istItemId=wiqmatpxi&istBid=tztx&gclid=EAIaIQobChMIjeH8kZWZ4gIVB1XTCh1C8AsrEAQYBSABEgKQX_D_BwE&gclsrc=aw.ds Figure 13: This Study. 2019. Topshop Leeds display.

Figure 14: This Study. 2019. Topshop Straight leg Jeans.

Figure 15: Fashion Edits. Topshop UK 2016. [Online]. [Accessed 9 May 2019]. Available from: http://www.fashionedits.com/blog/topshop-and-the-millennial-generation/Figure 16: This Study. 2019. Selective Distribution.

Figure 17: @Topshop. 2019. Instagram. [Online]. [Accessed 12 May 2019]. Available from: https://www.instagram.com/topshop/?hl=en Figure 18: Topshop. 2019. Fit in Stand Out. . [Online]. [Accessed 12 May 2019]. Available from: https://www.topshop.com/en/tsuk/category/denim-update-6917944/home Figure 19: This Study. 2019, Topshop Leeds display.

Figure 20: This Study. 2019 Figure 21: Levi’s. 2019. Logo. [Online]. [Accessed 9 May 2019]. Available from: https://www. levi.com/GB/en_GB/ Figure 22: : Levi’s. 2018. How to Crop Your Denim Jacket. [Online]. [Accessed 8 May 2019].

Available from: https://www.levi.com/US/en_US/blog/article/how-to-crop-your-denim-jacket/ Figure 23: This Study. 2019 Figure 24: ScrapeHero. 2019. Levi Strauss Store Locations in the USA. [Online]. [Accessed 10 May 2019]. Available from: https://www.scrapehero.com/store/product/levis-store-locations-inthe-usa/ Figure 25: Robjant, J. Campbell Addy and galdem for Levi’s. [Online]. [Accessed 10 May 2019]. Available from: http://www.dazeddigital.com/fashion/gallery/23698/1/campbell-addy-and-gal-dem-for-levi-s