Mary Quant Report 2019 by Hannah Mason

LEVEL 4 DIPLOMA IN DIGITAL MARKETING WORKING IN PAIRS HANNAH MASON & ABBIE RUSSELL

INTRODUCTION: PAGE 1

INFLUENCE OF JAPAN: PAGE 2

MARKETING MIX: PAGE 3

AAKERS MODEL: PAGE 4

SWOT & PESTLE: PAGE 5

CURRENT WEBSITE ANALYSIS: PAGE 6

SOCIAL MEDIA AUDIT: PAGE 7 - 8

COMPETITOR ANALYSIS: PAGE 9 - 10

STORE AUDIT: PAGE 11 - 13

TARGET AUDIENCE: PAGE 14

PEN PORTRAIT: PAGE 15

REVOLUTION OF SUSTAINABILITY: PAGE 16

SUSTAINABLE, ETHICAL & LEGAL STRATEGY: PAGE 17

PROJECT MOOD BOARD: PAGE 18

SUSTAINABLE COLLECTION OVERVIEW: PAGE 19 -20

KAWS: PAGE 21

LIL MIQUELA: PAGE 22

DEVELOPMENT BOARD: PAGE 23

SUSTAINABLE BRAND COMPETITOR ANALYSIS: PAGE 24

SUSTAINABLE MATERIALS: PAGE 25

SUSTAINABLE FABRIC ANALYSIS: PAGE 26 - 29

DIGITAL MARKETING STRATGEY: PAGE 30 - 31

MARKETING: PAGE 32

5Ss MODEL: PAGE 33

HASHTAG & WIREFRAMES: PAGE 34

WEBSITE: PAGE 35 - 37

USER EXPERIENCE: PAGE 38 - 41

PROJECT MANAGEMENT: PAGE 42

LAUNCH WEEK CALENDAR: PAGE 43

LAUNCH TIMELINE: 44 - 45

LAUNCH DAY: PAGE 46

PROJECT TIMELINES: PAGE 47- 48

EVALUATION: PAGE 49

PEER EVALUATION: PAGE 50

BIBLIOGRAPHY: 52 - 60

APPENDICIES: PAGE 61 - 65

INTRODUCTION The purpose of the brief was to manage the launch of a sustainable collection for iconic brand Mary Quant. In 1955, Quant opened her first boutique store BAZAAR on Kings Road, London: “a fashion promenade for London’s mods and rockers” (Steele, 1998).

This is where the mini-skirt sensation began. “It was aﬀordable and easy to wear; a youthful look signifying an energetic innocence that belied its rebelliousness” (Hall, 2018). Mary Quant’s high hemlines sent “shockwaves” through society and a controversial revolution for women's fashion rapidly caught on.

With the pill being commercially available from 1961, there was a sexual liberation and the mini skirt became a feminist statement piece - “It was a sign of a new attitude for those who wore it,” says Rebecca Arnold, professor of dress and textiles at the Courtauld Institute of Art. Many would agree that Quant’s fashion designs were liberating and empowering for women.

INFLUENCE OF JAPAN

1971

Sale of Mary Quant cosmetics in Japan begins in March. 1972

Mary Quant visits Japan for the 1st time.

Mary Quant Ltd has gone from a globally recognised and successful, iconic, cultural powerhouse to a barely recognisable brand over the past 6 decades.

1983

Sale of the Mary Quant Collection (leotards, tights, socks, leg warmers) in Japan begins. 1987

The Japanese language edition of QUANT ON MAKEUP is published. Mary Quant visits Japan for the book launch.

Ever since Mary Quant Cosmetics Japan Ltd launched in November 1970, it has been a well-known brand within the Asian market. In 2000, British-based businessman James Matsumiya led the £5m Japanese takeover of the company and Quant resigned as a company director. At the time, “Japan was responsible for nearly 78 per cent of total business, with the United Kingdom making up the remainder” ((Syal, Edwardes and Foggo, 2000). Japan is currently the third largest economy in the world, with the UK ranking fifth. “China and the US are leaders for retail value ($284 and $267 billion respectively), with Japan third at $66 billion.” (Common Objectives, 2018)

The brand was stuck in the 60s and did not evolve with the rapidly changing trends of the 70s - 80s. It was as if Mary Quant was afraid to deviate from the winning formula that had brought so much success so early in her career. Younger audiences were put off by this dogged consistency and turned to new contemporary brands for their clothing.

1996

Mary Quant visits Japan for the LIPSTICK 101 COLOUR campaign. CLASSIC MAKEUP AND BEAUTY BOOK is published. 2000

Japanese takeover of the company, Quant resigns as a company director.

Mary Quant only attracts a small flow of business from the UK as this “reversal of fortune was caused by a fixation on brand consistency and an inability to recognise and embrace change”.

2018

120 stores currently in Japan only.

(Mary Quant, 2019)

The business “has ultimately become everything it was not” (Ritson, 2004), with cosmetics taking precedence over fashion. Today, Mary Quant’s total of 120 stores can only be found across Japan its flagship stores in London, Paris and New York have closed down over time.

MARKETING MIX

By keeping the Japanese and British/International websites separate, the brand can collect information about consumer buying habits in their own market versus the rest of the world.

Mary Quant offer a selection of products in their marketing mix under cosmetics, fashion and accessories aligned to S/S and A/W seasons all aimed at young women. The revolutionary mind behind the brand - Dame Barbara Mary Quant (Mrs Plunket Greene) DBE, FCSD, RDI - was a London-based iconic fashion designer in the ‘60s mod and youth fashion movements. Since the company has changed hands, its international bricks and mortar stores have closed. With fierce competition within the market, the brand is at risk of entering the terminal phase if it cannot re-enter those markets.

Mary Quant has a reach of over 82k across all their socials (Facebook, Instagram and Twitter) which is poor in this e-commerce orientated age. They only have 120 bricks and mortar stores left in Japan; the flagship stores in London, Paris and New York have closed. Their UK website is slow and non user-friendly; the Japanese site is easier to navigate but has the feel of a glorified eBay. The layouts of both are outdated and considering the price points, the consumer might expect a more luxurious, exclusive shopping experience.

Products have a moderate to high price point ranging from £10 - £30 for cosmetics, £16.50 - £122 for skincare and £18 £122 for accessories. Clothing is only sold on the Japanese website and ranges from £50 - £450.

Mary Quant featured in all major fashion magazines globally during the ’60s; print advertising is now kept to a minimum, the brand only making a few appearances in Japanese magazines.It benefits mainly from word of mouth advertising, as well as its social media presence which is slowly building. In April 2019 the V&A museum is holding a major Mary Quant exhibition, which should create a new buzz around the brand.

AAKERS MODEL BRAND IDENTITY ★ Identifiable, iconic name and black daisy logo combined ★ Japanese-owned brand since 2000 ★ Mary Quant was a symbol of revolution and feminism back in the 60s, her high hemlines redefining rules in the fashion world

BRAND POSITION ★ Cosmetics/ fashion/ accessories brand ★ UK / Japanese websites ★ Bricks and mortar stores in Japan only ★ Collections are designed and produced for the Asian market ★ Outside Japan, the majority of Generation Z have not heard of Mary Quant, unlike Baby Boomers and Generation X

CONSISTENCY OVER TIME ★A brand that portrays feminism and style ★Has stayed too consistent with their designs which has been their downfall - did not change with the times/their market

BRAND INVESTMENT ★Mary Quant was bought in 2000 for £5m by Japanese businessman, James Matsumiya ★The brand has since been pushed further into the Asian market ★There are separate UK & Japanese websites

TRACKING BRAND EQUALITY ★Young professionals who like to buy from a longestablished brand ★Loyal customers

VALUE PROPOSITION ★ Mid to high price point ★ Long esteemed heritage since the 1950s ★ Focused shifted from fashion to cosmetics ★ By the end of the 60s it was “estimated that up to seven million women had at least one of her products in their wardrobe” (www.vam.ac.uk, 2018) ★ The brand does not follow fashion trends ★ The mini skirt and hot pants have become an icon of the past. Since these, no new innovative clothing has been created by Mary Quant for the modern age ★ Intense competition is constantly breaking through into all markets, making Mary Quant very vulnerable ★ All international flagship stores other than those in Japan have closed, leaving minimal global presence compared to when the brand launched

BRAND STRATEGY ★Consistent imagery across social platforms ★Aesthetically pleasing content ★Instagram account (the most followed social) is in Japanese only ★Diverse and young models selected for campaign imagery - this connects them with their young target audience ★There is still an English influence in many product releases (eg: the use of the Union Jack). This appeals widely to the Asian market, who love English heritage ★Events are held in Japan; influencers are invited ★The Instagram account was activated in August 2016 and by April 2017 the count had reached 20k; by December 2018, this had more than trebled to 65.7k. This proves that their social marketing strategy is working well

BRAND LEVERAGE Mary Quant is known today as a cosmetics and fashion brand. ★1963 A new diffusion line was created called The Ginger Group and Quant was given The Sunday Times International Award for "jolting England out of a conventional attitude towards clothes” (www.vam.ac.uk, 2018) ★1966 Mary Quant Cosmetics launched and Colour Shops opened worldwide thereafter. Mary Quant was also awarded an OBE ★1983 Mary Quant fashion-wear introduced into the Japanese market in association with Mary Quant Cosmetics Japan Limited.

EXECUTION ★Use of e-commerce to reach global consumer groups ★Collaborations (eg. Japanese fashion community ‘Drop Tokyo’ and ‘Nylon Japan’) ★Mary Quant used to be in all the glossy magazines, including Vogue; it is no longer advertised in the UK, only sometimes being featured in some Japanese magazines ★Bricks and mortar shops in Japan ★The brand has since been pushed further into the Asian market ★A new major V&A exhibition about Mary Quant will attract attention and buzz around the brand again. A younger audience will learn about the fashion designer and heritage of the brand

★ 2000 Mary Quant resigns as company director as her company is bought out ★2018 Brand has become Asian market orientated with stores in Japan only

SWOT & PESTLE S

• • • • •

Iconic brand created by an iconic fashion designer Has been around for 60+ years Has a strong presence in Japan with over 120 stores Wide range of cosmetics, skincare and fashion available Diversity in models used in campaigns

• • • • • • • • •

No flagship stores remain outside Japan Weak social media presence No UX or advertising investment Fashion still harks back to the 60s style Has lost its sought-after global appeal High-end price point for its intended target market Still major focus on the daisy - included on everything produced, which limits appeal No innovative products or new designs since the 60s Not all products available online for international customers

• Expanding further within the Asian market, eg. opening stores in China • Increasing social media presence • Collaborating with well-known influencers in the UK/Asia to build social following and word of mouth advertising • Capitalising on the V&A exhibition to create a buzz around the brand • Collaborating with the V&A on limited edition makeup/clothing to sell on the UK website and the V&A shop

• Decreased demand for goods • Instability in some parts of the world eg. post Brexit • Price-point matches that of luxury brands popular with young people, who will always favour well known, sought-after luxury labels • Cheaper brands selling at lower price point

P E

Political factors have a large influence on fashion. Mary Quant advanced the women’s liberation movement through her fashion designs, notably the mini skirt. “In the 1960s, wearing a short skirt switched from being an individual fashion decision to a political act.” (Mic, 2018) In the UK, Brexit will undoubtedly aﬀect sterling and in turn the retail environment and trade industry. As disposable income in developing countries such as Africa and Asia increases, so does the opportunity to exploit this If UK trade with Europe post Brexit becomes less feasible, expanding into new markets could be the best option

One of the main social factors is that Mary Quant’s fashion is of British heritage yet is no longer available to purchase either in-store or online in the UK.

Mary Quant has separate websites for browsing products and online shopping, which makes life diﬃcult for the consumer; moreover, the websites themselves are not user friendly. With the rise of online shopping worldwide (“On average, millennials now make 54% of purchases online (versus 49% of non-millennials)” (Hatch, 2018) ), the brand must invest in UX

It is fundamental that companies adhere to all legal regulations; this would include: employment laws, health and safety, minimum wage, discrimination, copyright, data/customer/e-commerce protection. Failure to do so could land a company in an expensive lawsuit. Mary Quant must ensure that all staﬀ in the UK and Japan comply with the current legal requirements.

With the environmental impact of the fashion industry coming increasingly under the spotlight, Mary Quant should strive to be as sustainable and ethical as possible. Since much of their fashion is made from cotton which is the most environmentally impactful fibre, new sustainable fabrics should be looked into. Fierce competitor Uniqlo have recently published a full report on sustainability - Mary Quant could follow suit. The demographic is young people who are naturally concerned about the future of the planet and appreciate company transparency on sustainability.

CURRENT WEBSITE ANALYSIS WEBSITE IN JAPANESE/ENGLISH

Both British/International and Japanese Mary Quant websites were evaluated, a full outline can be found Appendix A. Overall, the Japanese website was not as aesthetically pleasing as the British/International website but is functional, user-friendly with easier navigation. The British consumer cannot buy clothes by a brand that is such a big part of our fashion heritage, however this could be because there is is no longer a sufficient demand for them.

FUNCTION: Company news/ corporate profile/brand/ about Mary Quant/ social links/ makeup tutorials/ contact details/mail order ANALYSIS: PRO: Clear social links, detailed product listings and tutorials CON: Slow to load, confusing, No e-commerce, you can only view product details, no search options, not user-friendly

A survey was created to ascertain how user-friendly the current Mary Quant websites are, to aid development of the new website. There were 52 responses and ages ranged between 18 - 53. 84.2% said that the websites could be more user-friendly and 89.5% agreed that having just one multi-lingual website would be quicker, easier and less confusing.

Currently, Mary Quant has three separate websites - An English/ Japanese one for browsing products in detail and a separate British/International and Japanese online store for purchasing. This is confusing and far from user-friendly.

JAPANESE ONLINE STORE

BRITISH/INTERNATIONAL ONLINE STORE

FUNCTION: Fashion, Accessories, Skincare, Makeup, Nails, Body Care, Tools, Contact Details

ANALYSIS: PRO: Fewer clicks per page, discount incentives, better user experience than the British/International website, Horizontal as well as a vertical header with primary navigation options, login area CON: Text heavy layout daunting

FUNCTION: Accessories, Skincare, Makeup, Nails, Body Care, Tools, Contact Details

ANALYSIS: PRO: Bold and bright imagery that is aesthetically pleasing CON: Slow to load, poor customer incentives, search bar on home only, no checkout bag or login area, simple - no UX investment, confusing brand identity, you canâ&#x20AC;&#x2122;t buy clothes, Mid-high price-point within the cosmetics and skincare markets

Website analytics (W3 snoop.com, 2018) show that the Japanese website attracts 305,525 unique visitors a month and 3,663,870 a year, whereas the English website receives so few visitors they cannot process any traffic data.

MARY QUANT SOCIAL MEDIA AUDIT Mary Quant’s highest following is on Instagram Official Mary Quant account created August 1st, 2016

December 26th, 2016 Mary Quant had a 10k following

April 1st, 2017 Mary Quant had a 20k following

On November 30th 2018, Mary Quant had a 63.9k following

CURRENT INSTAGRAM FOLLOWING (FEB 2019)

70,030

SOCIAL MEDIA

FACEBOOK

UK/EUROPE

893

JAPAN

6,959

INSTAGRAM

70,000

ENGAGEMENT

FACEBOOK KEY METRICS

UK/EUROPE

0.3%

JAPAN

6,959

2.29% Engagement rate

TOTAL WORLDWIDE SOCIAL REACH:

TWITTER

83,461

5,609

INSTAGRAM KEY METRICS

TWITTER KEY METRICS

2.29%

5,609

Average interactions per post: 1,517 Likes 1 comment

At the start of this project, Mary Quant had a 63.9k following. Between November 2018 February 2019, the brand has gained 6,130 followers which has increased their following to 70k.

S Competitors Engagement on Instagram High price-point

• Mary Quant’s Instagram is fluid, aesthetically pleasing and has a strong brand identity. An audience is slowly building with engagement at 2.29% • Consistent posts on Facebook, Instagram and Twitter

• • • •

Apart from Instagram, the other socials are lacking No reply on Facebook when messaged - poor customer relationship Instagram is in Japanese No influencer collaborations

0.79% Engagement rate Average interactions per post: 15,392 Likes 39 comments

• • • • • •

To build a stronger social media presence Build better relationships with customers by interacting more Use English alongside Japanese within posts Competitions to create a buzz around the brand Collaborations with influencers/paid ads Capitalise on the major V&A exhibition in London by posting about it

0.38% Engagement rate Average interactions per post: 7,249 Likes 26 comments Low price-point

• Only a 73k reach across all socials - weak reach compared to competitors • Outdated fashion/styles each season • No customer interaction within posts, could lose followers • No influencer/celebrity endorsements unlike other brands

MARY QUANT SOCIAL MEDIA IMPROVEMENTS WAYS IN WHICH MARY QUANTâ&#x20AC;&#x2122;S SOCIAL MEDIA PRESENCE COULD BE IMPROVED Increase variety of content for a wider engagement (rather than just posting product flats) Post in English as well as Japanese on social platforms Use influencers and celebrities to promote products then create content for socials/ the website Obtain a verified blue tick on Instagram and Twitter, so that followers know it is the official account Interact with followers through comments/ giveaways/ IGTV Organise exciting collaborations with celebrities/influencers/artists Promote the Mary Quant exhibition at the V&A Use models for clothing posts, so the consumer can see the fit and how they could be styled Use the Instagram shopping functionality to tag products in posts, so the consumer can view and purchase straight away

COMPETITOR ANALYSIS

A full SWOT analysis of Uniqlo and Come Des Garçons can be found in Appendix B.

Target Market

Brand Personality

Men and Women

between

18-50 years

old

Independent, essentials, elegant

Women

between

18-35 years

old

Feminine, delicate but street inspired womenswear

Men and Women

between

16- 35 years

old

Men and Women

between

18-34 years

old

Men and Women

between

18-40 years

old

Internationally recognised, sports brand, modern

Aﬀordable, quality, essentials, ethical

Luxury, edgy and modern

Women/Men/ Accessories / Kids

£9.90 - £159

£40 - £1,760

Key Product Oﬀering

Mix of brands available on site

Women/Men/ Accessories Home/Gift

Womenswear/ Accessories

Womens/ Menswear / Shoes/ Accessories

Pricing

¥216 (£1.57) ¥280,800 (£2052)

¥4000 (£29) ¥35,000 (£255)

¥756 (£5.52) ¥39800 (£290)

Points of Parity

These clothing brands are huge competitors within the Japanese market and internationally. Their price-points range from high - low. They are all fighting to dominate and be favoured by the younger generation Z market.

Points of Diﬀerence

Uniqlo and Nike work ethically and sustainably. Uniqlo want to create “a supply chain that works in harmony with nature” and “75% Of All Nike Product Contains Recycled Material” - “No one uses more recycled polyester in the industry than Nike”. To add, in 2014 KENZO collaborated with The Blue Marine Foundation to create the ‘NoFishNoNothing' campaign. None of these competitors have cosmetic lines, which puts Mary Quant at an advantage within the market.

COMPETITOR ENGAGEMENT AND SOCIAL REACH CHARTS

A full Social Media Audit can be found in Appendix D. This bar chart represents the overall social reach Mary Quant and its competitors have across Instagram, Facebook and Twitter.

This bar chart illustrates engagement percentages for Mary Quant and its competitors. Data was measured across Instagram, Facebook and Twitter.

It is interesting that Mary Quant has the lowest social reach yet the highest engagement total in comparison with its competitors.

URBAN OUTFITTERS, OXFORD STREET

A retail audit is crucial to evaluate competitor brands within the market. Trend analysis, price comparison, opportunities, aesthetics and competitive advantages were researched during this retail safari. Two high street brands and two affordable luxury brands were chosen as they had parallels such as a similar heritage, aesthetics, sustainable values or price-point.

(HIGH STREET)

COMPPETITOR STORE AUDIT

UNIQLO, OXFORD STREET

Uniqlo sell women’s, men’s and kids’ basic and staple quality clothing at affordable prices. The brand creates one-off collaborations with known artists and designers to supplement the basics; the KAWS collaboration is still live in-store. Their price-point ranges from £9.90 to £109. Interactive iPads are integrated at checkout for easy sign-up/ordering. In the Oxford Street store, the brand’s innovative Heattech technology range (heat retaining fabric) is on show. All materials and clothes are sustainably sourced and ethically produced. Points of parity between Uniqlo and Mary Quant include that both are Japanese owned, sustainably focused 13 with KAWS. brands which have collaborated

Urban Outfitters sell their own range of women’s and men’s clothing and homeware, as well as those of other brands which fit their aesthetic. Their price-point starts at £1 and can reach above £1000. In their Oxford Street store, the brand have a sustainable clothing line called Urban Renewal which consists of remade vintage recycled clothing. Interactive features in-store include iPads and a photo-booth. Overall, the store is very aesthetically pleasing - they have fully understood their target market. Points of parity to the new Mary Quant re-brand are that they have a similar target audience, sell urban trend-led clothing and nod to sustainability through their Urban Renewal range.

COACH, REGENT STREET

Coach sells women’s and men’s accessible luxury clothing and accessories. Their price-point starts at £30 and can reach above £1,900 for a coat. The Regent Street store has a luxury feel on entry. Products on display are kept to a minimum, beautifully presented over two floors. Made-to-order booths feature instore for personalisation and bespoke finishing touches. Points of parity include the price-point and playful, yet timeless, designs.

Kate Spade sell women’s luxury clothing and accessories. Their price-point starts at £20 and can reach £1,998 for a coat. The Regent Street store mirrored the aesthetics of Mary Quant more than any other competitor researched within this project, thanks to the flower prints they are currently promoting in-store. Points of parity include the price-point and bold prints that carry the same aesthetic.

AFFORDABLE LUXURY

COMPPETITOR STORE AUDIT

KATE SPADE, REGENT STREET

LACOSTE

LACOSTE, REGENT STREET

In the course of researching the history of Mary Quant’s website (Appendix C), it came to light that the brand had collaborated with Lacoste in 2014 on a limited edition capsule collection.

Peter Gallagher-Witham, head of design for Lacoste Asia, said “The idea of the spring 2014 collaboration between Mary Quant and Lacoste emerged when I was planning for Lacoste's 80th anniversary. Somehow, I remembered it was Mary Quant's 80th birthday this month. I saw an opportunity to unite these two icons, and I took it. For me, René Lacoste changed the aesthetic language of sport with one revolutionary product, the polo, while Mary Quant realigned fashion and society with the mini-skirt. The language they both used in the early days was about 'freedom of movement’.” (Zhang, 2014)

TARGET AUDIENCE

Generation Z (Born 1995 Mary Quant’s target demographic is Generation Z

and later) are “defined by technology, cultural aggregation, fluidity and contradiction”(Owen, Napoli and Shin, 2018).

PEN PORTRAIT

Jen, 23 Living in Japan Renting an apartment in Tokyo with her boyfriend PR Account Manager & fashion blogger Listens to R&B Vegan Loves travelling Exciting social life, enjoys going to bars and clubs with friends Shops designer/high street labels Enjoys yoga and cooking Art collector, attends exhibition openings

Maya, 23 Living in London Renting a Shoreditch house with friends Single Social Media Manager for a fashion brand Listens to R&B and rap Art collector, attends exhibition openings Vegetarian Enjoys going to music concerts, has close connections with influential artists Exciting social life, enjoys going to bars and clubs with close friends Shops for urban inspired clothing

REVOLUTION OF SUSTAINABILITY

“The global retail market for apparel alone – not including footwear or jewellery – is worth $1.34 trillion a year, slightly bigger than Russia’s economy. Womenswear accounts for more than half (53%) of that spending.” (Common Objective, 2018)

A 2017 report by Ellen MacArthur Foundation stated that “the demand for clothing is growing from emerging markets such as Asia and Africa”. It also predicted

“that total clothing sales would reach 160 million tonnes in 2050 – more than three times today’s amount. Total greenhouse gas emissions from textile production, at 1.2 billion tonnes are more than those of all international flights and maritime shipping combined” (Ellen MacArthur Foundation, A new textiles economy: Redesigning fashion’s future, 2017).

It is crucial that sustainability should be addressed by clothing retailers around the world. With an increasing world population,

the growing need for clothing is inevitable; however, we can minimise the catastrophic impact the textiles industry has on the environment by producing clothes sustainably.

SUSTAINABLE, ETHICAL & LEGAL STRATEGY

‘The starting point is not design. The starting point is sustainability’ McCartney, Wired, 2019 The Three Pillars of Sustainability

SUSTAINABLE GOAL

There are 3 pillars of Sustainability: ecology, environmental, and social. The bullet points summarise Mary Quants new sustainable/ethical strategy.

Fashion is a very powerful tool to tackle issues of today. The new collection symbolises the revolution in sustainability, the fight for the planet’s survival harking back to Mary Quant’s fight for women’s rights. The overall goal is to design, source and manufacture fashion that has the least detrimental impact possible on the environment.

• Fair rates of pay, working hours • Safe working conditions (health and safety) • Workers rights • No inhumane treatment or discrimination • Implementing industry standards • Staﬀ training and initiatives

Circular Model According to the H&M group’s sustainability report 2017, it is necessary that fashion brands switch CODE OF CONDUCT from a linear to a circular business model as we are running out of resources rapidly. To become 100% circular, there are 5 main stages that must be focused on. “Circular models maximise resources and minimise waste.” (H&M Generation vs Sustainability GROUP SUSTAINABILITY REPORT 2017, 2017) This circular model will be adopted by Mary Quant “Consumers, particularly within the new sustainable strategy. Millennials and Gen Z’s, are becoming increasingly attuned to sustainability challenges, leading to changing shopping habits and expectations for better, more sustainable products and new ways of consuming fashion. This is putting an emphasis to fundamentally re-examine the entire fashion value chain, opening up for game-changing circular business models” says Jill Standish, Senior Managing Source: (H&M GROUP SUSTAINABILITY REPORT , 2017) A New Textiles Economy: Redesigning Director, Accenture Retail Fashions Future by Ellen MacArthur Foundation & CFI - pg 36 (Accenture, 2018) Fig 1

ENVIRONMENT

LEGALIGITIES Criminal charges could be faced if a brand does not comply with the below

• • • • • • • • • • • •

SUSTAINABLE SOCIAL

Data Protections Act 1998 Human Rights Act 1998 Employment Rights Act 1996 Sale of Goods Act 1979 Computer Misuse Act 1990 Equality Act 2010 Consumer Rights Act 2015 Small Business, Enterprise and Employment Act 2015 Gambling (Licensing and Advertising) Act 2014 Sunday Trading Act 1994 Trade Marks Act 1994

ECOLOGY

Minimising water use Sustainable raw material sourcing Recycling Risk assessments Addressing toxic chemical usage Developing/using eco-friendly fabrics Zero waste fashion Promoting sustainability within fashion Animal rights Waste management Reduce energy use Recycled paper bags and paperless ereceipts • Sustainable development • Reduce, reuse, recycle • Natural resources • Sustainability impact • Reducing fast fashion's footprint • Promoting sustainability standards in fashion

Source: legislation.gov.uk •

EMERGING CONCERNS WITHIN DIGITAL

LEGAL CONSIDERATIONS WITHIN DIGITAL MARKETING Legalities must be complied with. All businesses must keep up to date with new laws and regulations.

• Email and SMS marketing must follow the 'Privacy and Electronic Communications’ regulations • Website and social media should carry the company’s registered address & number • Cookies measure browsing preferences and customers must be told how you use them • A privacy policy must be present on a website • Data protection act 1998 is in place to protect personal information - any e-commerce business must have a secure check-out to comply with this

• • • • • • •

Personal Data Privacy Identity Theft Fraud Pop ups and fake dialogue boxes Malware Permission and consent

PROJECT MOOD BOARD

SUSTAINABLE COLLECTION OVERVIEW 1960

REVOLUTION

BAZAAR

£90

£130

LONDON

TOKYO

“The industry and garment end-of-use generates 92 million tonnes of waste, 80 per cent of which is primarily disposed of in landfill.” (Common Objectives, 2018)

£145

KWANT

With the aid of A/W 19/20 global trend reports and product templates by WGSN, the collection has been designed for its primary consumer base, the Asian market. However, to maintain the link with its English heritage, to which most Asian consumers are drawn, aspects such as the black daisy - said to be the “symbol of the freedom Mary gave to women” (maryquant.com, 2018) - has been used throughout the collection. Product price-points were mirrored from the Japanese Mary Quant website.

£130

QXQ

£130

£90

This sustainable collection consists of 7 products. The number 7 is considered to be lucky in Japan as it means â&#x20AC;&#x2DC;togethernessâ&#x20AC;&#x2122;, which represents unity in helping the planet.

Once the collaboration match was chosen, colour palettes were explored. Research included the spring/summer Pantone colour predictions for 2019, WGSN trend reports and well known Japanese paintings that were inspired by nature. A colour palette was formed and incorporated into the final product selections.

In a survey, 52 people were asked if they would be more likely to buy sustainable products. The results on the right clearly show that sustainability does influence people in their shopping habits but not consciously - only if the products are advertised as such.

Circles have great significance in Japan and in this collection. The daisy logo has been adapted to symbolise the red circle in the Japanese flag which represents the sun.

"Less than 1% of the UK retail oďŹ&#x20AC;ering is promoted as sustainably or ethically produced." (Common Objective, 2018)

As this percentage is so low, this makes the collection being sustainable a USP.

KAWS

Celebrated contemporary New York artist KAWS (Brian Donnelly) was chosen to collaborate as he is well known and popular within the Asian market. In the early days of his career he travelled to Tokyo and created his first ever vinyl figures with Japanese company Bounty Hunter. After this success, he was asked to collaborate with many famous clients including Bathing Ape, Nike and Kanye West before opening his first concept store ‘Original Fake’ in 2006 in Tokyo. KAWS recently released a successful second project with Japanese clothing giant Uniqlo. A Harpers Bazaar article in 2018 said that “In a recent interview with Complex, KAWS explained his goal for Uniqlo, “I felt like I needed to do something to exist on a more candid level.” If for nothing else, the aim towards democracy is a beauty we can all appreciate. His recent attention-grabbing work at Dior Homme and Uniqlo UT are a testament to his artistic and commercial reach, but in the large scheme of things merely a snippet of his illustrious career.” (Harpers Bazaar, 2018) KAWS is only active on Instagram, on which he has a 1.7m following and a 2.1% engagement rate. He is well respected and very relevant, making him a great match for Mary Quant.

LIL MIQUELA

In 2016, American company BRUD created a CGI fictional character called Miquela Sousa (Lil Miquela) for a digital art project on Instagram. Lil Miquela now has over 1.5M followers and is classed as an AI influencer and music artist. Since 2016, she has worked with various brands, the most recent being Prada; she virtually attended their AW18 Milan show.

Lil Miquela was chosen as brand ambassador as she is not human. “She makes us question what is real and examine its parameters, unlike human influencers who quietly contribute to our hyperreality with deceptive Instagram snaps that sneak beyond the reaches of our sensory radar. ” (Eror, 2018) “59% of adults between 18 and 29 are using Instagram" (Disruptive Advertising, 2018). There is growing concern that the younger generation compare themselves to Instagram influencers, with their supposedly perfect lives; this can harm their mental health. By using Lil Miquela as an ambassador, products can still be promoted in a way that is relevant without being realistic and therefore detrimental. Knowing that she is CGI-generated allows consumers to distance themselves rather than make unfavourable comparisons with their own body image. There is potential to create other CGI mannequins which are more inclusive of skin colour and body shape.

“Miquela is the embodiment of social media as fiction, a kind of alternate Second Life reality. She’s proof of Debord’s idea that today, illusion only is sacred. Does it matter that she inhabits the uncanny valley, that she is an avatar, a simulation? Not really. In fact, it probably just means that her content is even more perfect, even more on brand.” (Hope Allwood, 2018)

DEVELOPMENT BOARD A survey was created to gauge the popularity of the new collection and its suitability for the intended target market. There were 52 responses from people aged between 18 - 53. 100% said that the collection would appeal to a younger audience and 86.5% confirmed that they would purchase from the collection.

SUSTAINABLE BRAND COMPETITOR ANALYSIS -

SUSTAINABLE MATERIALS The materials chosen for this collection are linen, vegan Frumat leather and Seaqual - polyester yarn made from plastic bottles. All materials are sustainably sourced with the least damage to the planet. For this collection, cotton would have been a natural choice. However, whilst cotton is the most used fibre in the world, its production uses more water than any other material and the process also includes the use of pesticides and toxic dyes. According to Stacey Dooley Investigates, cotton is the second worst polluter in the world and the planet simply cannot sustain this. Whilst fast fashion is growing rapidly, water is running out without it, our planet cannot survive. Ignoring the sustainability issue is no longer an option for the fashion industry. Change within the textile industry will only come from changing consumers' mindsets. If people want to buy things in a different way, brands must listen - otherwise sales and profits will drop. Records show that “66% of global Millenials are willing to spend more on sustainable brands” (WGSN, 2018). “Experts call cheap, one-click fashion ‘consumer catnip’ and it’s something the Government is keen to crack down on.” (Brick, 2019) In an interview with Dazed Digital, ethical pioneer Stella McCarney said “the youth of today won’t stand for a lack of transparency and they won’t stand for the incredible destructiveness of the fashion industry. They’re going to demand more mindfulness, more sustainability and more ethics. If you want a business and you want to connect to a young customer – which it seems is what everyone wants to do – you have to do it in a way that responds to their needs. The fashion industry cannot ignore that, and needs to deliver more for this new and future customer on every level.” (Rasmussen, 2018)

TO SUMMARISE, MARY QUANT WILL BE: • Facing environmental, social and economic issues head on • Sharing the aim of sustainability with the consumer • Evoking a positive change within the fashion industry • Proving to competitors that steps can be taken to become more sustainable • Introducing recycling scheme whereby unwanted clothes can be exchanged for points to spend in store

SUSTAINABLE FABRIC ANALYSIS

To ensure that the collection is sustainable, eco options were researched.

LINEN ANALYSIS Linen is a textile that is made from the cellulose fibres in a flax plant.

LINEN PROs

LINEN CONs A more expensive raw material than cotton

It is a light, breathable fabric that feels luxurious. It is cool, absorbent, resistant to stains, durable and versatile.

Linen can be ruined if washed in hard water

It’s SUSTAINABLE.

The #ilovelinen campaign, established by the European Confederation of Flax and Hemp, is a three year project “aimed to raise awareness of the fibre’s versatility and its environmental credentials” (I Love Linen, 2018). It ran alongside the ‘Fashioned From Nature‘ exhibition in April/May 2018 at the V&A Museum, London. “Worn by humans for at least 38,000 years, linen is the focus of a flurry of innovation, especially in the realm of sustainable fashion” (I Love Linen, 2018).

It is grown marginal lands that don’t fight with food crops making it environmentally friendly. Requires little energy to process and barely any pesticides during crop rotation.

The fast fashion industry is destroying our planet with its toxic chemical waste, plastic microfibres and unnecessarily high water usage. Linen is a great sustainable fabric choice as it uses far less water than cotton and there is zero waste as the entire flax plant is used. Moreover, it is extremely durable, which decreases the volume of throwaway fashion.

It’s BIODEGRADABLE. Can be washed at lower temperatures compared to cotton. 12x stronger than cotton.

“While linen represents less than 1% of the world’s textile fibres, its potential in clothing, homeware, leisure goods and beyond is inversely proportional to its size.” (I Love Linen, 2018)

Easy to use natural dyes on or sun bleached

“Flax is a rotation crop and can be planted on any given plot of land every seven years. In between flax harvests, farmers grow wheat, potatoes, rapeseed etc.” (I Love Linen, 2018)

Imagery (ilovelinen press kit, 2018)

“One million plastic bottles are bought around the world every minute, and the number is projected to grow another 20 percent by 2021”

SEAQUAL ANALYSIS

Polyester yarn made from recycled bottles

Cruelty free ECO FRIENDLY

“To meet future demand for clothing, and to minimise the environmental impacts of manufacturing new clothing, there is a need for alternative sources of fibre including, potentially, recycled fibres.” (Wrap, 2019)

One of the most certified earth friendly fibres in the world

“The UK uses 13 billion plastic bottles every year. Only 7.5 billion are recycled. The remaining 5.5 billion are landfilled, littered, or incinerated” (House of Commons Environmental Audit Committee, 2017)

Plastic is captured from the sea and recycled into material

Textil Santanderina, 2018

Cleans our oceans as well as saving sea-life

Textil Santanderina, 2018

In Japan “84% of household plastic waste is collected for recycling” however, “Last year 1 million tonnes of Japans plastic waste was shipped to China” (BBC, 2018)

The fabric of this dress was created from plastic bottles. V&A Exhibition: Fashioned by Nature

For every puffer jacket purchased, 10% of the profits will be donated to the charity WWF

FRUMAT ANALYSIS

Transforms waste from the apple industry into material.

FRUMAT PRO’s

FRUMAT CON’s

Vegan/Cruelty free

Doesn’t give as much as leather does

ECO FRIENDLY Cheaper price-point Can be made in many colours and thickness Gives apple farmers another source of income and promotes local agriculture Water tight and durable Looks just like animal leather ‘In 2016, Europe produced over 12 million tonnes of apples.’ (veganfashionventure, 2017) Compostable and recyclable

2017 apple production: 41,390,000 tonnes grown in China 735,200 tonnes grown in Japan 446,400 tonnes grown in England (wiki.com) Apples can be sourced easily, sustainably and cost effectively to create the material for this collection.

DIGITAL MARKETING STRATEGY MISSION To launch a new, limited edition, sustainable collection worldwide, promoting Mary Quant as a global player within the fashion, cosmetics and skincare markets.

KEY OBJECTIVES

- Generate awareness of the brand and the collection - Launch the new, user-friendly, multi-lingual website - Build a multi-lingual app for online shopping/news/ -

exclusive promotions/members account/ visual search/styling/ recommended/rewards Chat-bot function Invest in web-based advertising Strong branding and visuals Personalised emails Focus on online marketing to build consumer relationships Build a stronger social media presence Add the option to write reviews Bring Mary Quant into the 21st century

Friday 6th September 2019

WHERE

Launched across stores in Japan and exclusively in Liberty London in the UK

CAMPAIGN

Campaign advertising will start in August 2019

USP Trend-led, sustainably produced clothing at aﬀordable prices, created by a long established brand that is strongly connected with women’s empowerment.

ONLINE The objective is to invest more in web-based advertising to target and engage consumers. This will be in the form of banners, display ads, pop-ups and geo-targeting (using a customer’s IP address to generate personalised content).

LAUNCH DATE

AUDIENCE 32

06 . 09 . 19

The most important part of any digital marketing strategy is its target audience. Mary Quant’s demographic is the young woman of 16 - 30. Language tone, imagery and models were carefully chosen to reflect this age group in the new collection, new website and social media posts. Mary Quant will be aﬃliated with key celebrities/ influencers who represent the brand’s ethos and style.

GUERILLA MARKETING

KPIs

A week before the launch, advertisements will be strategically placed in train stations and hotspots in Japan and London. This will spark awareness, anticipation and attention, and could initiate word of mouth advertising. The launch day is a Friday - the ES magazine distribution day, whose outside cover will promote the launch enticing people to visit Liberty. This is an established and trusted fashion magazine, generously handed out at rail and tube stations across London.

To develop a stronger digital marketing strategy, past campaigns have been analysed. Successes and failures give a good indication of which KPIs to focus on. All digital channels will have KPIs attached. Consumers' personal information and interests, technological advancements and key competitors are constantly being reviewed.

STORE LAUNCH CONCEPT STORE IN TOKYO/ LIBERTY LONDON

SEO

• First 50 customers will receive 15% oﬀ and a free sustainably-made tote bag • Existing loyal members to be notified by personalised email beforehand that they will receive 10% oﬀ on launch day • Influencers will be invited to style products and be photographed with customers • Customers will be encouraged to use the hashtag QxQ • Loyalty card introduced - receive 5 points per ¥1 spent on launch day and 1 point per ¥1 thereafter, plus a birthday gift • Customers can sign up to new app to receive exclusive promotions and discounts, encouraging customer loyalty • Recycled paper bags • E-receipts ONLY • Engaging displays explaining how the new collection is sustainable, which customers will want to share on social media • A Virtual lil Miquela that customers can talk to/interact with • Digital catwalk • Virtual mirror to see how items within the collection look on you. You’ll have a choice to take a photo with or without the visual styling which you can email to yourself - perfect for UGC on social media

SEO has been improved to boost organic click through. Top ADwords have been researched and added into new meta titles and descriptions. By metatagging popular search terms, you rank higher in those results, generating brand awareness at no cost.

BLOCK CHAIN The collection will have a QR code to scan, so customers can see its journey from raw material to supply chain. This gives an extra level of security on the sustainable claim, is a great interactive feature and provides complete transparency. 33

WEBSITE Mary Quant originally had two websites. After analysing these and addressing key pain-points of UX, they were replaced by one new userfriendly, multi-lingual website. This will be launched a week before the collection. The homepage will feature a countdown clock to create suspense around the launch.

AWARENESS To generate awareness of the new sustainable collection, there will be print (magazine), digital (ad words, PPC) and social media (paid ads) advertising. All channels will be analysed frequently to see what is most eﬃcient and costeﬀective. Engaging marketing campaigns will increase consumer interaction and Mary Quant’s presence.

Countdown Clock

Mail Chimp Marketing Email Layout

06.09.19

MARKETING

The traditional Mary Quant style of marketing email was mirrored in the campaign launch email design. Mail Chimp software was chosen to build the email as it is user-friendly and popular in industry.

Proposed cover of ES magazine 06.09.19.

A 7-day countdown had been added to the website to create a buzz around the launch day

CGI Brand Ambassador (Metro Classified, 2015/2016)

Using a well-known face as a brand ambassador will create awareness. As CGI models are not common, this will provoke discussion on social media as consumers will have mixed opinions about this choice. This user-generated content pushes brand awareness. (Metro Classified, n.d.)

5Ss MODEL

SELL The aim of the digital strategy is to increase sales and profitability. Mary Quant aims to grow by: -Launching a new multi-lingual Mary Quant website -Use personalisation in the membersâ&#x20AC;&#x2122; area and emails -OďŹ&#x20AC;ering incentives such as free delivery -Secure check-out -Guest option for fast check-out

SPEAK

SERVE

Engaging with the target audience across all digital channels and offline media. Mary Quant will speak to its audience through:

-Appealing and

personalised weekly newsletters -Social post content -Online help -Marketing

Customers will naturally gravitate to social media or the website to seek help, so accessible information and great customer service is key. Mary Quant will serve its audience by:

-Adding a new page

dedicated to FAQ's -Investing in online support eg. chatbots -Introducing an online member account, enabling the user to find relevant information eg. tracked delivery, order history

SAVE This is about how the brand can save money eg. through building a strong social media presence, the cost of traditional print/ postal advertising can be reduced. The larger Mary Quant grows their socials, the lower advertising costs can be kept.

SIZZLE Sizzle refers to how the brand builds its online presence being memorable is key. Positive online experiences can rapidly increase interactions, repeat custom and word of mouth advertising, thereby boosting sales. Mary Quant is investing in better website UX and is building a stronger social media presence to deliver a sizzle.

HASHTAG

WIREFRAMES 36

#QxQ

By giving the collection a memorable name, customers are encouraged to use it within social media posts as a hashtag a “vital tool for increasing social media views and expanding your reach outside your network” (Duran,2017). QxQ was chosen to represent Quant by Quant - by using the X, it symbolise KAWS. This is an easy to use and memorable hashtag.

These pages mirror the simple and fluid design concept of Mary Quant’s re-branded website. The construction process began with the creation of mock-up wireframes in order to achieve a clear website layout template.

PRODUCT PAGE

WORLD MAP

HOMEPAGE

WEBSITE - HOMEPAGE

EMAIL MARKETING PROMPTS

Website analysis of the Mary Quant website from 1999 - 2019 was researched for the development of this re-brand and can be found in Appendix C.

SUBSCRIBE IN FOOTER

WIX Wix was the preferred website builder over WordPress as it enables a structure to be built more easily, quickly and eﬃciently.

LANDING PAGE POP-UP GOAL

HOME IMPROVEMENTS • Primary navigation bar • Clear search-bar, cart and a new login area (secured within header) • Available in diﬀerent languages, geo-targeted to location • Clear brand identity • Large, engaging campaign image on landing page • Free complimentary shipping enticement above header • Free scrolling ‘about’ and social media icon links

The goal - to design and easy to use website that appeals to a wide audience. Key areas of improvement have been identified and fixed, so the consumer has a better user experience.

A welcome discount of 10% is given to entice customers to sign up to future emails. Email addresses connect brands to their audience and are a lead to potential custom. This pop-up lasts for 10 seconds.

UX ANALYSIS The online store has been redesigned as an international multilingual website. This new UX design is simpler, therefore making it easier now for the customer to navigate around eﬃciently.

Mary Quant x KAWS Store Page

ANIMATED LANDING PAGE • Fun interactive product landing page • Added to make the collection feel exclusive

WEBSITE PRODUCT PAGE

Images of Lil Miquela were sourced from the internet and styled with items from the collection.

QUICK VIEW

PRODUCT PAGE IMPROVEMENTS

• Prominent product listings • Distinct brand identity • Visually appealing to a young audience • Fun and engaging layout • Use of English and Japanese throughout • Using the header bar, an account can be registered for easy check-out, order history and marketing purposes

PRODUCT LISTINGS • Key product details - name/product code/price/size/quantity • Finer details - care and fabric • Return & Refund Policy added • Shipping information • Mention of sustainable production • Share buttons • Zoom-able product imagery • Return & refund policy and shipping information were copied from maryquant.com

WEBSITE - WORLD MAP

This fun, interactive feature was created to promote and educate customers about the sustainable materials chosen for the collection.

Mary Quant UK/International Digital Experience Journey

USER EXPERIENCE â&#x20AC;&#x153;"User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.â&#x20AC;? (Norman and Nielsen, n.d.)

Mary Quant Japanese Site Digital Experience Journey

Mary Quant. (2019). Mary Quant Online Store UK/International. [online] Available at: https://store.maryquant.co.uk/ [Accessed 11 Jan. 2019].

A digital experience journey map was created to identify key pain-points of the current Mary Quant UK/International and Japanese websites. This research aided the website re-brand process.

Mary Quant. (2019). Mary Quant Online Store Japan. [online] Available at: http://www.mq-onlineshop.com/ [Accessed 11 Jan. 2019].

USER EXPERIENCE

Aspect

Do users agree?

Did you find store.maryquant.co.uk/ easy to navigate around? (UK online store)

✓ 55.8% said yes

Would you visit this website again?

✗ 60.8% said no

Do you think this is a well developed website?

✗ 60.8% said no

Would you visit this website again?

✗ 67.3% said no

(Using translate) Did you find www.mqonlineshop.com easy to navigate around? (Japanese online store)

✗ 51.9% said no

Would you visit this website again?

✗ 84.3% said no

Which website did you prefer?

UK/International - 40.4%

Neither - 38.5%

Japanese - 21.2%

Which website did you find easier to navigate around?

UK/International - 40.4%

Neither - 34.6%

Japanese - 25%

Would you improve both websites so they are more user-friendly?

Please click on the links www.maryquant.co.uk & www.maryquant.co.jp - did you find this website easy to navigate around?

✓ 88.5% said yes

✓53.8% said yes

Do you think this is a well developed website?

✗ 75% said no

Would you visit this website again?

✗ 82.7% said no

Do you find the concept of having a website for viewing products on and a separate online store confusing?

✓ 71.2% said yes

Do you think it would be better if Mary Quant just had one multi-lingual website?

✓ 86.5% said y yes

52 people between the ages of 18 53 were asked about the current Mary Quant website. This was to gain a general insight, so key pain-points could be addressed. The results confirmed that users would not re-visit any of the current Mary Quant websites and that they found it confusing having to visit one website to view products then another to purchase them. 88.5% confirmed that they would like the websites to be improved to make them more userfriendly. This therefore confirmed that a complete re-brand was necessary.

The re-branded website link was sent out to the same 52 people for usability testing. Below is a summary of the main questions asked in the survey.

Aspect

Website Do users Checklist agree?

Did the website load quickly?

✓

✓78.8% said yes

Is the landing page relevant?

✓

✓82.7% said yes

Are there clear call-to-actions on key landing pages?

✓

✓84.3% said yes

Is there clear messaging across the website?

✓

✓82.7% said yes

Does the website clearly promote Mary Quant?

✓

✓88.2% said yes

Is the USP clearly identifiable?

✓

✓82.4% said yes

Did you find the internal site search useful? Did you find what you were searching for?

✓

✓78% said yes

Are the social media buttons clear?

✓

✓84.3% said yes

Is it clear that Mary Quant x KAWS have launched a new collection which is sustainable?

✓

✓86.5% said yes

Could you add a product to your bag quickly and easily?

✓

✓84% said yes

Could you navigate around the website without hitting any painpoints?

✓

Did you find the website userfriendly overall?

✓

Would you visit this website again?

✓88.2% said yes

✓85.6% said yes ✓90.1% said yes

Users who indicated that the website was not user-friendly had accessed it from their phone; the site had not been tested for mobile responsiveness. This crucial feedback meant that we could resolve the problem before the launch, making the website mobile responsive - fundamental for online shopping. “According to data from Google Analytics from June to September 2017, over 40 percent of online transactions were made on mobile devices” (Lacey, 2018). MOBILE RESPONSIVENESS SCREENSHOTS

HOME

PRODUCT PAGE

WORLD MAP

To ensure the website is user-friendly and responsive across desktop and mobile, crossbrowser compatibility was tested, so the website will function on any browser. To collect users data, different subsystems are analysed. When browse a website, networking is responsible for all communication between client and server. Then it would progress to HTML -> CSS -> Collections -> JAVA SCRIPT -> Marshalling -> Native OM -> Formatting -> Block Building -> Layout -> Rendering. These subsystems will track customer movements and habits whilst browsing the website. Customer behaviour and key pain-points can be analysed with this information which helps improve userexperience. The website HTML and CSS code built via WIX is fully compliant with the standards set by the World Wide Web Consortium (W3C). This international community was founded by Tim Berner’s Lee in 1994. It is also compliant with the Disability Discrimination Act (DDA). Call to action words have been used throughout the website and familiar buttons have been adopted to help customers shop easily and efficiently. Other important user-elements such as colours, imagery, font, typography, header/footer are all consistent. The search bar is locked within the header and returns only relevant information by filtering products, effectively removing irrelevant information and product listings.

The loading speed of the website is fast, making the probability of user bounce low. Personalisation is key for relevance and customers feel connected with the brand. Data from products browsed, category/web page browsing, geography and channel referrer ( social, email, search PPC) is collected to enable personalisation. A pixel is used for social ADs to track users movements on a website to gain information about them, including age/gender/location this enables the brand to target them again. A pros audience will not follow a brand’s social media or interact, so this audience is targeted through their interests. A CA audience will be aware of the brand, interact and follow their social media - the pixel will pick up on them. An affiliate audience is savvy, they follow code websites and are always seeking a good deal and ways to save money - this audience will be targeted through promotions.

USER EXPERIENCE

USER EXPERIENCE SURVEY RESULTS

The customer journey map created for the new Mary Quant website represents Sophie, aged 23. She heard about the new collection through following KAWS on Instagram and decided to sign up to receive the launch email. This is her first experience using this website and no pain-points were identified. This sale would be counted as an organic email conversion, as she clicked the ‘shop now’ link provided in 43 the email which directed her to the website, where she made a purchase and checked out quickly.

USER EXPERIENCE

A customer journey map is created to illustrate a user’s journey from A to B. This is used to identify key pain-points customers might face which could prevent them from converting.

RACI MATRIX

PROJECT MANAGEMENT

Project management is crucial to complete a project that has a start end and specific goals. This reduces risk of the project failing and ensures the final outcome meets expectations. The RACI matrix is used for managing key responsibilities and roles within a project.

BENEFITS OF PROJECT MANAGEMENT

• Reduces the chance of project failure • Ensures all team members meet requirements and expectations to a high standard • Free up staff members that are not needed for tasks • The RACI is a simple and easy structure that all teams can understand and follow • Encourages consistent communication • Keep costs, timeframes and resources to a budget 44

LAUNCH WEEK CALENDAR

TRADING WEEK 32

This calendar is for trading week 32. This will be closely followed by the digital marketing team to deliver important messages to the consumer at specific times of the day which are best for consumer engagement. DAY

SUNDAY

MONDAY

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

SATURDAY

DATE

01.09.19

02.09.19

03.09.19

04.09.19

05.09.19

06.09.19

07.09.19

HOMEPAGE

7 DAY COUNTDOWN

LAUNCH DATE

LAUNCH PROMO

Lil Miquela campaign imagery

MEMBERS ONLY - EARLY ACCESS - 10PM - BST

CLICK HERE TO SHOP NOW

ONLY 3 DAYS TO GO

ONLY 2 DAYS TO GO

IMPORTANT LAUNCH UPDATE

MARY QUANT X KAWS HAS ARRIVED!

FREE LIMITED EDITION MARY QUANT TOTE WITH EVERY PURCHASE OVER Â£50

08.00 AM

EMAIL AM

MEMBERS ONLY - SIGN UP Interview with Mary Quant about Interview with KAWS about the NOW FOR EXCLUSIVE LAUNCH the collaboration collaboration ACCESS

SUBJECT LINES

OPEN FOR EXCITING NEWS

SEND PLAN

08.00 AM

EMAIL PM

MEMBERS ONLY - HAVE YOU SIGNED UP FOR EXCLUSIVE LAUNCH ACCESS?

LAST CHANCE MEMBERS ONLY - HAVE YOU SIGNED UP FOR EXCLUSIVE LAUNCH ACCESS?

CLICK HERE FOR EARLY ACCESS

Have you seen the new collection?

USG PROMPT HASHTAG - Win a signed KAWS tote bag

SUBJECT LINES

YOU HEARD IT HERE FIRST

LAST CHANCE! SIGN UP FOR EARLY ACCESS NOW

OPEN FOR EARLY ACCESS NOW

Shop the new collection now

SHOW US YOUR MQxK STYLE

SEND PLAN

04.00 PM

8pm

10.00 pm

8pm

ONLY 4 DAYS TO GO

PPC

SOCIAL (FACEBOOK/ INSTAGRAM/ TWITTER)

7 DAY COUNTDOWN - TILE

MARY QUANT SITELINK

MQK LAUNCH SITELINK

7 DAY COUNTDOWN - TILE

LAUNCH DATE - SHOP NOW LINK

PRODUCT LAUNCH IMAGERY

JUNE 2019

JULY 2019

LAUNCH TIMELINE Project Start: [06.06.19] Project End: [06.09.19] A timeline was created to document key events within the process of launching the product within the UK and Japan. 46

AUGUST 2019

SEPTEMBER 2019

CONCEPT STORE INSPIRATION

LAUNCH DAY 06.09.19 Nike X158 Hyper Nature SHANGHAI LONDON - EXCLUSIVE LIBERTY LONDON

TOKYO - CONCEPT STORE

Nemika Concept Store, Japan

Isetan Concept Store, Japan

PROJECT TIMELINE

A timeline was created to document completed and outstanding tasks. This was a great way to time manage the assignment as the document would be updated regularly.

NOVEMBER/DECEMBER 2018

JANUARY 2019

PROJECT TIMELINE

FEBRUARY 2019

EVALUATION The quintessentially British fashion brand has almost dissolved in the UK; it is still trading all over Japan, but primarily focussing on cosmetics rather than fashion. The brand’s websites were analysed to ascertain how the company has evolved over the years; the results clearly showed no innovative ideas for decades. This project was a blank canvas to completely re-brand Mary Quant’s website and fashion line to make them more relevant for today’s young consumer. The fundamental goal, however, was to create a sustainable collection which promotes awareness of this vital aspect of the fashion industry. In short, the brand had to finally leave the 70s behind whilst equipping itself for future survival. The campaign would be a real-life success because KAWS is a great match for Mary Quant, encapsulating all that it could achieve with a strong collaboration and re-brand. The synergy between brand and collaborator enhances the brand’s selling power and the designer’s exposure respectively, their combined global fanbases and digital footprints reaching almost 1.8 million people - tapping into each other's success for mutual benefit. Not only is a younger audience targeted by this campaign but it also resonates with the current Mary Quant demographic, encouraging them to recapture their youth by buying into a bold and young collection. This collaboration also highlights serious environmental issues and the collection itself is an answer to how a brand can achieve sustainability. It has been an eye-opening process discovering how key a player the fashion industry is (especially fast fashion) in destroying our planet. However, there are many eco-friendly options available which the industry must use before resources run out. To summarise, the project went smoothly. The key strengths were liaising and planning, time management, completing work over and above what was required by the brief, and extensive research. Challenges faced during this process were sourcing accurate, up to date business information about Mary Quant Limited, and gauging exactly what the Asian market wants from a new collection. Opportunities for further development would be to research deeper into the business side of Mary Quant to gauge how well it is currently doing within the market, to make our company analysis reliable. After extensive research within this area, this information wasn’t clear, however, it must be accessible somehow.

BIBLIOGRAPHY Introduction: Steele, V. (1998). Paris Fashion: A Cultural History. 1st ed. Bloomsbury Academic, p.248. Hall, H. (2018). How Mary Quant's mini skirt liberated women. [online] www.standard.co.uk. Available at: https://www.standard.co.uk/lifestyle/london-life/mary-quant-mini-skirt-liberated-women-a3764166.html [Accessed 3 Jan. 2019]. Influence of Japan: Syal, R., Edwardes, C. and Foggo, D. (2000). Mary Quant savaged by new owner of her business. [online] Telegraph.co.uk. Available at: https://www.telegraph.co.uk/news/uknews/1376740/Mary-Quant-savaged-by-new-owner-of-herbusiness.html [Accessed 3 Jan. 2019]. www.maryquant.co.uk. (n.d.). BIOGRAPHY OF MARY QUANT. [online] Available at: http://www.maryquant.co.uk/aboutmary/biography/index.html [Accessed 4 Jan. 2019]. Ritson, M. (2004). Mark Ritson on branding: Mary Quant is proof that we all have to move on. [online] Campaignlive.co.uk. Available at: https://www.campaignlive.co.uk/article/mark-ritson-branding-mary-quant-proof-move/231311 [Accessed 21 Dec. 2018]. Common Objective. (2018). Mapping the Fashion Industry: Executive Summary. [online] Available at: https://www.commonobjective.co/article/mapping-the-fashion-industry-executive-summary [Accessed 9 Feb. 2019]. Marketing Mix Mary Quant.com Insta - Instagram.com. (n.d.). MARY QUANT. [online] Available at: https://www.instagram.com/maryquant_official/ [Accessed 4 Jan. 2019]. Twitter - Twitter.com. (n.d.). MARY QUANT. [online] Available at: https://twitter.com/maryquantjp/ [Accessed 4 Jan. 2019]. Facebook - Facebook.com. (n.d.). MARY QUANT. [online] Available at: https://www.facebook.com/MARYQUANTofficial [Accessed 4 Jan. 2019]. AAKERS Report www.vam.ac.uk. (2018). Introducing Mary Quant. [online] Available at: https://www.vam.ac.uk/articles/introducing-mary-quant [Accessed 3 Jan. 2019].

www.vam.ac.uk. (2018). Introducing Mary Quant. [online] Available at: https://www.vam.ac.uk/articles/introducing-mary-quant [Accessed 3 Jan. 2019].

Insta - Instagram.com. (n.d.). MARY QUANT. [online] Available at: https://www.instagram.com/maryquant_official/ [Accessed 4 Jan. 2019]. www.maryquant.co.uk. (n.d.). BIOGRAPHY OF MARY QUANT. [online] Available at: http://www.maryquant.co.uk/aboutmary/biography/index.html [Accessed 4 Jan. 2019]. PESTLE LUBITZ, R. (n.d.). The unabashedly feminist history of the miniskirt. [online] Mic. Available at: https://mic.com/articles/139429/power-clothes-the-unabashedly-feminist-history-of-the-miniskirt#.Er9ak8n3a [Accessed 11 Jan. 2019]. Hatch, C. (2019). Be in the Know: 2018 Ecommerce Statistics You Should Know. [online] Disruptive Advertising. Available at: https://www.disruptiveadvertising.com/ppc/ecommerce/2018-ecommerce-statistics/ [Accessed 11 Jan. 2019]. Current Website Analysis W3Snoop.com. (2019). Mq-onlineshop.com Summary. [online] Available at: http://mq-onlineshop.com.w3snoop.com/update [Accessed 4 Jan. 2019].

W3Snoop.com. (2019). Store.maryquant.co.uk snoop Summary. [online] Available at: http://store.maryquant.co.uk.w3snoop.com/update [Accessed 4 Jan. 2019].

MARY QUANT SOCIAL MEDIA AUDIT Insta - Instagram.com. (n.d.). MARY QUANT. [online] Available at: https://www.instagram.com/maryquant_official/ [Accessed 4 Jan. 2019]. Twitter - Twitter.com. (n.d.). MARY QUANT. [online] Available at: https://twitter.com/maryquantjp/ [Accessed 4 Jan. 2019]. Facebook - Facebook.com. (n.d.). MARY QUANT. [online] Available at: https://www.facebook.com/MARYQUANTofficial [Accessed 4 Jan. 2019]. COMPETITOR ANALYSIS Nike. (2019). Nike Website. [online] Available at: https://www.nike.com/jp/ja_jp/ [Accessed 11 Jan. 2019]. United Arrows. (2019). United Arrows Website. [online] Available at: https://store.united-arrows.co.jp/shop/ua/ [Accessed 11 Jan. 2019]. Snidel. (2019). Snidel Website. [online] Available at: https://snidel.com/ [Accessed 11 Jan. 2019]. Uniqlo. (2019). Uniqlo Website. [online] Available at: https://www.uniqlo.com/uk/en/collaborations/kaws-x-sesame-street [Accessed 11 Jan. 2019]. Kenzo. (2019). Kenzo Website. [online] Available at: https://www.kenzo.com/eu/en/home [Accessed 11 Jan. 2019].

BIBLIOGRAPHY

LACOSTE Zhang, J. (2014). Brief Encounters: Peter Gallagher-Witham. [online] South China Morning Post. Available at: https://www.scmp.com/lifestyle/fashion-watches/article/1422077/brief-encounters-peter-gallagher-witham [Accessed 13 Feb. 2019]. TARGET AUDIENCE Owen, S., Napoli, C. and Shin, J. (2018). The Gen Z Equation. A WGSN Project. WGSN. REVOLUTION OF SUSTAINABILITY Ellen MacArthur Foundation (2017). A NEW TEXTILES ECONOMY: REDESIGNING FASHION’S FUTURE. [online] Ellen MacArthur Foundation, pp.20,21. Available at: https://www.ellenmacarthurfoundation.org/publications/a-new-textiles-economy-redesigningfashions-future [Accessed 17 Dec. 2018]. Common Objective. (2018). Mapping the Fashion Industry: Executive Summary. [online] Available at: https://www.commonobjective.co/article/mapping-the-fashion-industry-executive-summary [Accessed 9 Feb. 2019]. SUSTAINABLE, ETHICAL & LEGAL STRATEGY Franklin-Wallis, O. (2019). Stella McCartney’s luxurious quest to save you from the fashion industry. Wired. Trend Report: Future of Sustainable Fashion. (2017). [online] Accenture. Available at: https://www.accenture.com/t20170410T044051Z__w__/us-en/_acnmedia/Accenture/Conversion-Assets/DotCom/Documents/Global/PDF/Consulting/Accenture-HM-Global-ChangeAward-Report.pdf [Accessed 1 Dec. 2018]. Anon, (2019). New Legislation. [online] Available at: http://www.legislation.gov.uk/ [Accessed 13 Feb. 2019].

SUSTAINABLE COLLECTION OVERVIEW Common Objective. (2018). Mapping the Fashion Industry: Executive Summary. [online] Available at: https://www.commonobjective.co/article/mapping-the-fashion-industry-executive-summary [Accessed 9 Feb. 2019]. KAWS Harpers Bazaar. (2018). WHO IS KAWS AND WHY ARE DESIGNERS SO OBSESSED WITH HIM?. [online] Available at: https://www.harpersbazaar.com.sg/life/culture/who-is-kaws-and-why-are-designers-so-obsessed-with-him/ [Accessed 9 Feb. 2019].

LIL MIQUELA Eror, A. (2018). HS16 | Meet Lil Miquela, the AI Influencer on the Cover of Our New Print Issue. [online] High Snobiety. Available at: https://www.highsnobiety.com/p/lil-miquela-cover-story-issue-16/ [Accessed 13 Feb. 2019]. Hope-Allwood, E. (2018). An AI Insta it-girl was at the Prada show – but WTF does that mean?. [online] Dazed Digital. Available at: https://www.dazeddigital.com/fashion/article/39171/1/ai-insta-it-girl-lil-miquela-was-prada-aw18-show-but-wtf-does-that-mean [Accessed 13 Feb. 2019]. Hatch, C. (2018). Be in the Know: 2018 Social Media Statistics You Should Know. [online] Disruptive Advertising. Available at: https://www.disruptiveadvertising.com/social-media/be-in-the-know-2018-social-media-statistics-you-should-know/ [Accessed 13 Feb. 2019]. SUSTAINABLE MATERIALS Stacey Dooley Investigates - Fashion's Dirty Secrets. (2018). [video] Available at: https://www.bbc.co.uk/programmes/b0bn6034 [Accessed 11 Jan. 2019]. WGSN (2018). Women's and Young Women's Big Ideas. Big Ideas AW19_20 Womenswear & Young Women. WGSN, p.4,. Brick, S. (2018). We only wear things once!: High Street fashion is now so cheap these women treat it as disposable... even though it leads to 300,000 tonnes of clothes burned or buried each year. [online] Daily Mail. Available at: https://www.dailymail.co.uk/femail/ article-6701495/We-wear-things-High-Street-fashion-cheap-women-treat-disposable.html?fbclid=IwAR1O3SEtrrP6w9Ka4PUwPQam4ek-0F4VHNeSVNER0_zFBEBlJeFm_pil3Nc [Accessed 13 Feb. 2019]. Rasmussen, T. (2018). Stella McCartney on the importance of being sustainable in fashion. [online] Dazed. Available at: http://www.dazeddigital.com/fashion/article/40354/1/stella-mccartney-interview-flagship-store-sustainability [Accessed 11 Jan. 2019]. SUSTAINABLE FABRIC ANALYSIS LINEN ilovelinen. (2019). I love Linen. [online] Available at: https://ilovelinen.uk/ [Accessed 9 Feb. 2019]. Linen Me. (2018). Did You Hear About the ‘I Love Linen’ Campaign?. [online] Available at: https://www.linenme.com/news/i-love-linen/ [Accessed 9 Feb. 2019]. I Love Linen (2018). I Love Linen Press Kit 2018. [online] Available at: https://ilovelinen.uk/wp-content/uploads/2018/04/ILOVELINEN_-APRIL_PRESSKIT-UK-1004.pdf [Accessed 9 Feb. 2019]. SEAQUAL Textil Santanderina. (2019). Fabrics for a clean ocean. [online] Available at: https://textilsantanderina.com/seaqual/ [Accessed 13 Feb. 2019]. House of Commons Environmental Audit Committee. (2017). Plastic bottles: Turning Back the Plastic Tide. [online] House of Commons, p.Page 5. Available at: https://publications.parliament.uk/pa/cm201719/cmselect/cmenvaud/339/339.pdf [Accessed 4 Jan. 2019].

www.japantimes.co.jp. (2018). Time to tackle the plastic problem. [online] Available at: https://www.japantimes.co.jp/opinion/2018/04/30/editorials/time-tackle-plastic-problem/#.XC7D2c_7SjQ [Accessed 4 Jan. 2019].

BBC (2018). What really happens to 'recycling' plastic?. [video] Available at: https://www.bbc.co.uk/news/av/world-asia-45400514/what-really-happens-to-recycling-plastic [Accessed 4 Jan. 2019].

WRAP. (2019). Fibre to fibre recycling: An economic & financial sustainability assessment. [online] Available at: http://www.wrap.org.uk/node/199665/ [Accessed 9 Feb. 2019]. FRUMAT Vegan Fashion Venture. (2017). APPLE LEATHER, FINALLY A REAL ALTERNATIVE TO ANIMAL LEATHER!. [online] Available at: http://www.veganfashionventure.com/fabrics/apple-leather-finally-a-real-alternative-to-animal-leather [Accessed 21 Dec. 2018]. LYNGGAARD, H. (2017). VEGAN LEATHER PROS AND CONS. [online] The New Fashion Norm. Available at: http://thenewfashionnorm.com/2017/09/07/vegan-leather-pros-and-cons/ [Accessed 21 Dec. 2018].

Redko, A. (2017). Meet 5 Genius Fashion Companies Turning Fruit Fiber Into Seriously Luxe Material. [online] Peaceful Dumpling. Available at: https://www.peacefuldumpling.com/fashion-fruit-fiber-material [Accessed 21 Dec. 2018].

Supply Compass. (2018). Linen: A Brief History. [online] Available at: https://www.supplycompass.com/blog/linen [Accessed 21 Dec. 2018]. Wikipedia. (n.d.). List of countries by apple production. [online] Available at: https://en.wikipedia.org/wiki/List_of_countries_by_apple_production [Accessed 11 Jan. 2019]. Di Boscio, C. (2017). 13 TRULY ECO FRIENDLY VEGAN LEATHERS. [online] Eluxe Magazine. Available at: https://eluxemagazine.com/fashion/5-truly-eco-friendly-vegan-leathers/ [Accessed 21 Dec. 2018]. 54

BIBLIOGRAPHY USER EXPERIENCE PAGE 1 Norman, D. and Nielsen, J. (n.d.). The Definition of User Experience (UX). [online] Nielsen Norman Group. Available at: https://www.nngroup.com/articles/definition-user-experience/ [Accessed 13 Feb. 2019]. USER EXPERIENCE PAGE 3 Lacy, L. (2018).Â Mobile Shopping Is on the Rise, But Remains Split Between the Mobile Web and Apps. [online] Ad Week. Available at: https://www.adweek.com/digital/mobile-shopping-is-on-the-rise-but-remains-split-between-themobile-web-and-apps/ [Accessed 9 Feb. 2019].

HASHTAG Duran, A. (2017). How To Effectively Use Hashtags To Grow Your Business Following. [online] Forbes. Available at: https://www.forbes.com/sites/forbescommunicationscouncil/2017/12/28/how-to-effectively-use-hashtags-to-grow-yourbusiness-following/ [Accessed 6 Nov. 2018].

COVER PAGE Pinterest (n.d.). Lil Miquela wearing sunglasses. [image] Available at: https://www.pinterest.co.uk/pin/760967668262545142/ [Accessed 9 Feb. 2019].

Pinterest (2018). [image] Available at: https://www.pinterest.ch/pin/481744491362544211/ [Accessed 21 Dec. 2018].

Pinterest (2018). Twiggy between illustrations by Satonaka Machiko. [image] Available at: https://www.pinterest.ch/pin/440156563564872003/ [Accessed 21 Dec. 2018].

Tabulous Design (2016). 60’s icon Twiggy in a Mary Quant creation.. [image] Available at: http://www.tabulousdesign.com/2016/02/tabulous-tastemaker-mary-quant/#.XBwums_7RR2 [Accessed 21 Dec. 2018].

Telegraph (2012). Mary Quant. [image] Available at: http://fashion.telegraph.co.uk/news-features/TMG9087300/Mary-Quant-You-have-to-work-at-staying-slim-but-its-worth-it.html [Accessed 21 Dec. 2018].

Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

Biography of Mary Quant. (2018). [image] Available at: http://www.maryquant.co.uk/aboutmary/biography/index.html [Accessed 21 Dec. 2018].

Marcel Katz Art (2018). THE ART PLUG EDITORIAL: KAWS. [image] Available at: https://www.marcelkatz.net/editorial/2018/3/22/the-art-plug-editorial-kaws [Accessed 21 Dec. 2018].

BIBLIOGRAPHY IMAGERY

WGSN (n.d.). Product Template. [image] Available at: https://www.wgsn.com/en/ [Accessed 9 Feb. 2019]. CONTENTS PAGE WGSN (n.d.). Product Template. [image] Available at: https://www.wgsn.com/en/ [Accessed 9 Feb. 2019].

INTRODUCTION Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

Pinterest (n.d.). 60s London Girls Protesting. [image] Available at: https://www.pinterest.ch/pin/481744491362544211/ [Accessed 21 Dec. 2018].

Harpers Bazaar (2014). The Best of Mary Quant. [image] Available at: https://www.harpersbazaar.com/uk/fashion/style-files/news/g25749/the-best-of-mary-quant/ [Accessed 21 Dec. 2018].

Contrado (2018). History of the Miniskirt: 60s Hedonism & Youth Rebellion. [image] Available at: https://www.contrado.co.uk/blog/history-of-the-miniskirt/ [Accessed 21 Dec. 2018].

NBC News (2018). As #MeToo's generational rift widens, is America ready for an updated sexual revolution?. [image] Available at: https://www.nbcnews.com/think/opinion/metoo-s-generational-rift-widens-america-ready-updated-sexual-revolution-ncna841516 [Accessed 21 Dec. 2018].

Art Fund (2018). Swinging London: A Lifestyle Revolution. [image] Available at: https://www.artfund.org/whats-on/exhibitions/2019/02/08/swinging-london-a-lifestyle-revolution-exhibition [Accessed 21 Dec. 2018].

INFLUENCE OF JAPAN Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

Glamour Splash (2008). Mary Quant defines Swinging London. [image] Available at: http://www.glamoursplash.com/2008/11/mary-quant.html [Accessed 21 Dec. 2018].

Pinterest (2018). Twiggy between illustrations by Satonaka Machiko. [image] Available at: https://www.pinterest.ch/pin/440156563564872003/ [Accessed 21 Dec. 2018].

Medium (2017). Mary Quant Drawing. [image] Available at: https://medium.com/@aakankshaagnihotri/mary-quant-114286c421cd [Accessed 9 Feb. 2019]. The Independent (n.d.). More than just a miniskirt: Two exhibitions reveal how Mary Quant shaped our world. [image] Available at: https://www.independent.co.uk/arts-entertainment/art/features/mary-quant-va-fashion-textile-museum-exhibition-swinging-london-sixties-mini-skirt-a8758061.html [Accessed 9 Feb. 2019].

MARKETING MIX/AAKERS REPORT Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

Mary Quant (2018). Playful Green Make up. [image] Available at: https://www.instagram.com/p/Bet_YrhnGJl/ [Accessed 11 Jan. 2019].

Mary Quant (2018). Accessories. [image] Available at: https://www.instagram.com/p/Bok4_BVBotk/ [Accessed 11 Jan. 2019].

Mary Quant (2018). Skincare. [image] Available at: https://www.instagram.com/p/BoiNKwUBl9y/ [Accessed 11 Jan. 2019].

Mary Quant (2018). Jumper & Skirt. [image] Available at: https://www.instagram.com/p/BooSZyehyib/ [Accessed 11 Jan. 2019].

SWOT & PESTLE Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

V&A (n.d.). Introducing Mary Quant - Mary Quant and Alexander Plunket Greene, 1963. © Mirrorpix/Robert Young. [image] Available at: https://www.vam.ac.uk/articles/introducing-mary-quant [Accessed 9 Feb. 2019]. Mary Quant Instagram (n.d.). Product Imagery. [image] Available at: https://www.instagram.com/p/Bq1TwdYHKMQ/ [Accessed 9 Feb. 2019]. Mary Quant Instagram (n.d.). Product Imagery. [image] Available at: https://www.instagram.com/p/BqcPC7VHWQn/ [Accessed 9 Feb. 2019]. Medium (2017). Mary Quant Tube Advertisement. [image] Available at: https://medium.com/@aakankshaagnihotri/mary-quant-114286c421cd [Accessed 9 Feb. 2019]. CURRENT WEBSITE ANALYSIS Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

MQ Online Shop (n.d.). Product Imagery. [image] Available at: http://www.mq-onlineshop.com/shopping/detail/?src=category&index=2409&cCd=7944&cstp=02&mqol=topflash [Accessed 9 Feb. 2019]. MARY QUANT SOCIAL MEDIA AUDIT Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

Mary Quant (2017). Mary Quant 2000 Followers. [image] Available at: https://www.instagram.com/p/BSkUVj4g-le/ [Accessed 11 Jan. 2019].

Mary Quant (2016). Mary Quant 1000 Followers. [image] Available at: https://www.instagram.com/p/BOdf797g6--/ [Accessed 11 Jan. 2019].

Comme Des Garcons Logo. (n.d.). [image] Available at: https://www.theperfumeshoppe.com/Comme-Des-Garcons-Prepackaged-Sample-Set-of-5-p/spp-cdg.htm [Accessed 11 Jan. 2019]. Wikipedia (2018). Uniqlo Logo. [image] Available at: https://en.wikipedia.org/wiki/Uniqlo [Accessed 21 Dec. 2018].

Mary Quant (2018). Model walk. [image] Available at: https://www.instagram.com/p/Bet_NxvnCID/ [Accessed 11 Jan. 2019].

Mary Quant (2018). Model Pose. [image] Available at: https://www.instagram.com/p/Be4R-nZHCJv/ [Accessed 11 Jan. 2019].

SOCIAL MEDIA IMPROVEMENTS

Mary Quant (2019). Mary Quant Logo Screenshot. [image] Available at: https://store.maryquant.co.uk/lipstick-2019 [Accessed 9 Feb. 2019].

Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

Mary Quant (2018). Lil Miquela’s Exclusive Barneys Collab Drops In New Colorway. [image] Available at: https://www.highsnobiety.com/p/lil-miquela-thedropla-barneys-tshirt/ [Accessed 11 Jan. 2019]. V&A (2018). Mary Quant Exhibiton. [image] Available at: https://www.vam.ac.uk/exhibitions/mary-quant [Accessed 12 Feb. 2019]. Instagram (2018). Mary Quant Official Page. [image] Available at: https://www.instagram.com/p/BshcM_gn2Er/ [Accessed 12 Feb. 2019]. Marcel Katz Art (2018). THE ART PLUG EDITORIAL: KAWS. [image] Available at: https://www.marcelkatz.net/editorial/2018/3/22/the-art-plug-editorial-kaws [Accessed 21 Dec. 2018]. Pinterest (2018). Social Media. [image] Available at: https://www.pinterest.co.uk/pin/163466661450665856/ [Accessed 12 Feb. 2019]. WGSN (n.d.). Product Template. [image] Available at: https://www.wgsn.com/en/ [Accessed 9 Feb. 2019].

COMPETITOR ANALYSIS Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

Wikipedia (2018). Uniqlo Logo. [image] Available at: https://en.wikipedia.org/wiki/Uniqlo [Accessed 21 Dec. 2018].

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Narita Airport (2018). WEGO Logo. [image] Available at: https://www.narita-airport.jp/en/shops/detail/t1cb04_t000ed [Accessed 21 Dec. 2018].

Fashionista (2018). Comme des Garcons. [image] Available at: https://fashionista.com/2018/07/comme-des-garcons-is-hiring-a-commercial-assistant-in-new-york-ny [Accessed 21 Dec. 2018].

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United Arrows (2018). United Arrows Logo. [image] Available at: http://www.united-arrows.co.jp/en/corporate/business.html [Accessed 21 Dec. 2018].

Beams (2018). Beams Logo. [image] Available at: https://www.beams.co.jp/global/ [Accessed 21 Dec. 2018].

Snidel (2018). Snidel Logo. [image] Available at: https://snidel.com/ [Accessed 21 Dec. 2018].

Evisu (2018). Evisu Logo. [image] Available at: http://shop.evisu.jp/shopbrand/006/X [Accessed 21 Dec. 2018].

Nike (2018). Nike Logo. [image] Available at: https://store.nike.com/jp/ja_jp/pw/%E3%83%AC%E3%83%87%E3%82%A3%E3%83%BC%E3%82%B9-%E3%83%A9%E3%82%A4%E3%83%95%E3%82%B9%E3%82%BF%E3%82%A4%E3%83%AB%E3%82%B7%E3%83%A5%E3%83%BC%E3%82%BA/7ptZoneZoi3?ipp=120 [Accessed 21 Dec. 2018].

Japan Product (2018). Shimamura Logo. [image] Available at: http://japan-product.com/ads/shimamura/shimamura-logo/ [Accessed 21 Dec. 2018].

Honeys (2018). Honeys Logo. [image] Available at: http://www.honeys-onlineshop.com/shop/default.aspx [Accessed 21 Dec. 2018].

Wikipedia (2018). Chanel Logo. [image] Available at: https://en.wikipedia.org/wiki/File:Chanel_logo_interlocking_cs.svg [Accessed 21 Dec. 2018].

JD.com (2018). JD.com Logo. [image] Available at: https://pro.jd.com/mall/active/38bUYRKHGEx54gGhgMPisWe5oQ2V/index.html [Accessed 21 Dec. 2018].

H&M (2018). H&M Logo. [image] Available at: https://www2.hm.com/ja_jp/index.html [Accessed 21 Dec. 2018].

100 Logos (2018). Zara Logo. [image] Available at: https://1000logos.net/zara-logo/ [Accessed 21 Dec. 2018].

Fragrantica (2018). Louis Vuitton Logo. [image] Available at: https://www.fragrantica.com/designers/Louis-Vuitton.html [Accessed 21 Dec. 2018].

Wikipedia (n.d.).Â Supreme Logo. [image] Available at: https://commons.wikimedia.org/wiki/File:Supreme-logo-newyork.png [Accessed 9 Feb. 2019].

Stick PNG (n.d.). Kenzo Logo. [image] Available at: http://www.stickpng.com/img/icons-logos-emojis/iconic-brands/kenzo-paris-logo [Accessed 9 Feb. 2019]. COMPETITOR ENGAGEMENT AND SOCIAL REACH CHARTS Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

Wikipedia (2018). Uniqlo Logo. [image] Available at: https://en.wikipedia.org/wiki/Uniqlo [Accessed 21 Dec. 2018].

Snidel (2018). Snidel Logo. [image] Available at: https://snidel.com/ [Accessed 21 Dec. 2018].

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Stick PNG (n.d.). Kenzo Logo. [image] Available at: http://www.stickpng.com/img/icons-logos-emojis/iconic-brands/kenzo-paris-logo [Accessed 9 Feb. 2019]. STORE AUDIT Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

COMPETITOR STORE AUDIT - PAGE ! Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

COMPETITOR STORE AUDIT - PAGE 2 Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

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Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

Pinterest (n.d.). Lil Miquela holding a Chanel bag. [image] Available at: https://www.pinterest.co.uk/pin/433119689161272376/ [Accessed 9 Feb. 2019]. Mary Quant (2019). Mary Quant Logo Screenshot. [image] Available at: https://store.maryquant.co.uk/lipstick-2019 [Accessed 9 Feb. 2019]. WEBSITE - PRODUCT PAGE Marcel Katz Art (2018). THE ART PLUG EDITORIAL: KAWS. [image] Available at: https://www.marcelkatz.net/editorial/2018/3/22/the-art-plug-editorial-kaws [Accessed 21 Dec. 2018].

WGSN (n.d.). Product Templates. [image] Available at: https://www.wgsn.com/en/ [Accessed 9 Feb. 2019]. Mary Quant (2019). Mary Quant Logo Screenshot. [image] Available at: https://store.maryquant.co.uk/lipstick-2019 [Accessed 9 Feb. 2019]. Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

Pinterest (n.d.). Lil Miquela wearing sunglasses. [image] Available at: https://www.pinterest.co.uk/pin/760967668262545142/ [Accessed 9 Feb. 2019]. WEBSITE WORLD MAP Marcel Katz Art (2018). THE ART PLUG EDITORIAL: KAWS. [image] Available at: https://www.marcelkatz.net/editorial/2018/3/22/the-art-plug-editorial-kaws [Accessed 21 Dec. 2018].

WGSN (n.d.). Product Template. [image] Available at: https://www.wgsn.com/en/ [Accessed 9 Feb. 2019]. Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

USER EXPERIENCE - PAGE 1 Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

USER EXPERIENCE - PAGE 2 Mary Quant (2019). Mary Quant Logo Screenshot. [image] Available at: https://store.maryquant.co.uk/lipstick-2019 [Accessed 9 Feb. 2019]. Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

Mary Quant (2018). Mary Quant Model. [image] Available at: https://www.instagram.com/p/BovDDYNBd3D/ [Accessed 9 Feb. 2019]. USER EXPERIENCE - PAGE 3 Marcel Katz Art (2018). THE ART PLUG EDITORIAL: KAWS. [image] Available at: https://www.marcelkatz.net/editorial/2018/3/22/the-art-plug-editorial-kaws [Accessed 21 Dec. 2018].

WGSN (n.d.). Product Template. [image] Available at: https://www.wgsn.com/en/ [Accessed 9 Feb. 2019]. Mary Quant (2019). Mary Quant Logo Screenshot. [image] Available at: https://store.maryquant.co.uk/lipstick-2019 [Accessed 9 Feb. 2019]. Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

Pinterest (n.d.). Lil Miquela wearing sunglasses. [image] Available at: https://www.pinterest.co.uk/pin/760967668262545142/ [Accessed 9 Feb. 2019]. USER EXPERIENCE - PAGE 4 Marcel Katz Art (2018). THE ART PLUG EDITORIAL: KAWS. [image] Available at: https://www.marcelkatz.net/editorial/2018/3/22/the-art-plug-editorial-kaws [Accessed 21 Dec. 2018].

Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

LAUNCH WEEK CALENDAR Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

LAUNCH TIMELINE - PAGE 1 Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

LAUNCH TIMELINE - PAGE 2 Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

LAUNCH DAY

BIBLIOGRAPHY IMAGERY

JW Web Magazine (2017). Tokyo. [image] Available at: https://jw-webmagazine.com/3-days-itinerary-first-time-in-tokyo-36e54ba9ead6 [Accessed 9 Feb. 2019]. BBC (n.d.). London. [image] Available at: https://www.bbc.co.uk/news/resources/idt-248d9ac7-9784-4769-936a-8d3b435857a8 [Accessed 9 Feb. 2019].

Pinterest (2018). Japan Flag. [image] Available at: https://www.pinterest.co.uk/pin/82331499571662009/ [Accessed 12 Feb. 2019]. Pinterest (2018). Union Jack. [image] Available at: https://www.pinterest.co.uk/pin/386676318002265348/ [Accessed 12 Feb. 2019]. Mary Quant (2019). Instagram Story Screenshot. [image] Available at: https://www.instagram.com/stories/highlights/18013275226103276/ [Accessed 9 Feb. 2019]. lastvirgin.nninni (2019). lastvirgin.nninni Instagram Screenshot. [image] Available at: https://www.instagram.com/p/BtU4U4ZH_hK/ [Accessed 9 Feb. 2019]. maripo_jp (2019). maripo_jp Instagram Screenshot. [image] Available at: https://www.instagram.com/p/BtYVmS1Fqlx/ [Accessed 9 Feb. 2019]. picnic__inc 2019.01.31 (2019). picnic__inc 2019.01.31 Instagram Screenshot. [image] Available at: https://www.instagram.com/p/BtTEmizj-nz/ [Accessed 9 Feb. 2019]. ___min0123 (2019). ___min0123 Instagram Screenshot. [image] Available at: https://www.instagram.com/p/BtD2pMuhQMo/ [Accessed 9 Feb. 2019]. margaretdabbs (n.d.). Liberty London Logo. [image] Available at: https://www.margaretdabbs.co.uk/stockists/liberty-london-logo-b86fa6d026-seeklogo-com/ [Accessed 9 Feb. 2019]. Beaux Books (n.d.). Mary Quants London. [image] Available at: http://www.beauxbooks.com/mary-quants-london-catalogue-of-mary-quant-dresses-in-the-exhibition-mary-quants-london-held-at-the-london-museum-kensington-palace.html [Accessed 9 Feb. 2019]. Flickr (n.d.). Mary Quant Store. [image] Available at: https://www.flickr.com/photos/skinnylawyer/34377579175 [Accessed 9 Feb. 2019]. Retail Focus (2013). Nike concept store. [image] Available at: http://www.retail-focus.co.uk/projects/961-project-nike-x158-hyper-nature [Accessed 9 Feb. 2019]. Frame Web (2015). Nemika Concept Store. [image] Available at: https://www.frameweb.com/news/nemika-concept-store-by-kohei-nawa [Accessed 9 Feb. 2019]. Y T L Community (2016). Isetan Concept Store. [image] Available at: http://ytlcommunity.com/commnews/shownews.asp?newsid=64332&category=top [Accessed 9 Feb. 2019].

Dazed Digital (2018). Courtesy of Lil Miquela. [image] Available at: http://www.dazeddigital.com/fashion/article/41394/1/lil-miquela-on-the-fashion-world [Accessed 9 Feb. 2019]. PROJECT TIMELINE - PAGE 1 Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

BIBLIOGRAPHY IMAGERY

Pinterest (n.d.). Lil Miquela holding a Chanel bag. [image] Available at: https://www.pinterest.co.uk/pin/433119689161272376/ [Accessed 9 Feb. 2019]. Pinterest (n.d.). Lil Miquela wearing sunglasses. [image] Available at: https://www.pinterest.co.uk/pin/760967668262545142/ [Accessed 9 Feb. 2019].

PROJECT TIMELINE - PAGE 2 Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

EVALUATION Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

PEER EVALUATION Pinterest (n.d.). Mary Quant Black Daisy. [image] Available at: https://www.pinterest.co.uk/pin/46936021100464658/?lp=true [Accessed 21 Dec. 2018].

END COVER Marcel Katz Art (2018). THE ART PLUG EDITORIAL: KAWS. [image] Available at: https://www.marcelkatz.net/editorial/2018/3/22/the-art-plug-editorial-kaws [Accessed 21 Dec. 2018].

WGSN (n.d.). Product Templates. [image] Available at: https://www.wgsn.com/en/ [Accessed 9 Feb. 2019].

APPENDIX A

Bibliography

Bibliography Mary Quant. (2019). Mary Quant Online Store UK. [online] Available at: http://www.maryquant.co.uk/ [Accessed 11 Jan. 2019]. Mary Quant. (2019). Mary Quant Online Store Japan. [online] Available at: http://www.maryquant.co.jp/ [Accessed 11 Jan. 2019]. Horton, H. (2018). Bring me your miniskirts, Mary Quant says as she urges middle-aged women to help 'landmark' V&A exhibition. [online] www.telegraph.co.uk. Available at: https://www.telegraph.co.uk/news/2018/06/07/bring-miniskirts-mary-quant-says-urges-middle-aged-women-help/ [Accessed 3 Jan. 2019].

Mary Quant. (2019). Mary Quant Online Store UK/International. [online] Available at: https://store.maryquant.co.uk/ [Accessed 11 Jan. 2019]. Mary Quant. (n.d.). QUANT BY MARY QUANT NOURISHING TREAT CREAM. [online] Available at: https://store.maryquant.co.uk/all-skincare-products/ qbm-nourishing-treat-cream [Accessed 11 Jan. 2019]. Mary Quant. (2019). Mary Quant Online Store Japan. [online] Available at: http://www.mq-onlineshop.com/ [Accessed 11 Jan. 2019].

APPENDIX B

Bibliography Bhasin, H. (2018). SWOT analysis of Uniqlo. [online] Marketing 91. Available at: https://www.marketing91.com/swotanalysis-of-uniqlo/ [Accessed 21 Dec. 2018].

Uniqlo. (2018). ABOUT UNIQLO. [online] Available at: https://www.uniqlo.com/eu/en/company/ [Accessed 21 Dec. 2018].

Uniqlo. (2018). WOMEN'S HEATTECH COLLECTION. [online] Available at: https://www.uniqlo.com/uk/en/women/ featured/heattech [Accessed 21 Dec. 2018].

Fern Fort University. (2018). UNIQLO SWOT Analysis / Matrix. [online] Available at: http://fernfortuniversity.com/termpapers/swot/1433/1147-uniqlo.php [Accessed 21 Dec. 2018].

Mbaskool. (2018). Uniqlo SWOT Analysis, Competitors & USP. [online] Available at: https://www.mbaskool.com/ brandguide/lifestyle-and-retail/4960-uniqlo.html [Accessed 21 Dec. 2018].

Bibliography Dazed. (2017). Everything you need to know about Comme des Garรงons. [online] Dazed. Available at: http://www.dazeddigital.com/fashion/article/35770/1/comme-des-garcons-met-ball-reikawakubo-dover-street-market [Accessed 21 Dec. 2018].

Another (2012). Comme des Garรงons PLAY logo. [image] Available at: https:// www.anothermag.com/art-photography/1973/a-guide-to-comme-des-garcons-play [Accessed 21 Dec. 2018].

APPENDIX C MARY QUANT WEBSITE ANALYSIS 1999 - 2019

2002 LAYOUT

1999 LAYOUT

2005 - 2013 LAYOUT

2000/2001 LAYOUT

2013

APPENDIX C

2016

2017

2014

2015

2018

APPENDIX D