Intentions & Conceptions by Helena Dues

Intentions & Conceptions

2 Dissertation Proposals

STRENGTHS & WEAKNESSES - 1-2

2 3

THE FCP PROCESS - 3-4

REBRANDING NEW LOOK - 6-20 Introduction - 7 Why Is It Needed? - 8 Primary Research - 9 Consumer Profiles - 13 Cartogram - 15 Upcoming Research - 19 Potential Outcomes -20

4 5

PERSONAL SHOPPING - 22-36 Introduction - 7 Why Is It Needed? - 8 Primary Research - 9 Consumer Profiles - 13 Cartogram - 15 Upcoming Research - 19 Potential Outcomes -20

BIBLIOGRAPHY - 39-46 List Of Illustrations - 38 References - 41 Bibliography - 42

Appendix

Methodology Table - 43 Surveys - 47

Strengths & Weaknesses

Fig. 1,2,3. Losing Your Identity Photoshoot, 2016

Fig 4. Behind the scenes of Losing Your Identi

Identity photoshoot, 2016

eing part of a course as diverse as Fashion Communication & Promotion means that Iâ&#x20AC;&#x2122;ve been lucky enough to try out many different skill sets. This is particularly important for me as Iâ&#x20AC;&#x2122;m very unsure of what I want for my future, and what career path I will take. When considering dissertation ideas, it was important to pay attention to not only my interests, but also my strengths and weaknesses. I analysed all of the feedback that I had received on my course so far to see if I could find any patterns. My strengths included my keen eye for photography, along with my directing skills, which seemed to go hand in hand. This is something I had recognised as I have always 2

taken lead on any shoots or filming. Another strength that had been repeatedly brought up was the clear journey my sketchbooks take, and how they are informative and easy to follow. A common occurrence in my feedback did seem to be that I struggle with the context stage of the FCP process, extensive research, and I know myself that I often struggle with creative layouts, especially when creating works such as zines. Knowing where my strengths and weakness lie will enable me to look more realistically into opportunities that will suit my skill set. I will try to stay away from jobs relating to Context, and look more in creative concept and execution.

The FCP Process When taking into account my interests, I thought about the following jobs, and where each may lie in the FCP process.

Stylist EXECUTION

Finalised outcomes

Social Media

EXECUTION

THE BIG IDEA

CREATIVE CONCEPT Creative interpretation of the big idea

Marketing Itern

THE BIG IDEA An idea that disrupts & creates impact to achieve the stated aim

CONTEXT

THE BIG IDEA

Personal Shopper

Insight led strategy

EXECUTION Fig. 5. The FCP Process

Creative Direction EXECUTION 3

Product Design

CONTEXT

THE BIG IDEA Personal Shopper

inding this process extremely helpful in identifying which were suitable, I carried out the process again, but this time I applied some dissertation ideas to it. I gathered a selection of ideas by thinking about what I have studied previously, and what hobbies I have. The outcome of this may not be as accurate, as I will not be taking these ideas as far as I would in industry, and for example, I have to apply context for this body of work. However, it did help me to understand whether my outcome might

CONTEXT EXECUTION

stop at The Big Idea, or continue all of the way to Execution, and what would be most suitable for me. Two Ideas that stood out particularly were personal shopping and rebranding New Look. I am passionate about both of these ideas which is key, as this project lasts the whole year, and I think it will be good for me with one of the ideas having an executional outcome, and the other ending at The Big Idea. This way I may be able to figure out which I get on with best.

Feminism

CONTEXT

THE BIG IDEA Make Up

CONTEXT

THE BIG IDEA Rebranding New Look

CONTEXT EXECUTION

PROPOSAL #1

REBRANDING NEW LOOK 6

Introduction

Fig. 6. New Look Summer Campaign, 2015

y first proposal will see me focus on the popular high street clothes retailer New Look. I plan on delving into the heart of the brand to understand their success, and more importantly to recognise their failures, in an attempt to rebrand them into a company that clearly appreciates their variety of consumers effectively. My aims are to investigate why only 6% of 16-24 year old questioned said they shop at New Look on a regular basis, why a slight 6% of all shoppers asked said they shop with them online and how these figures can be drastically improved before New Look sees itself falling unfavourably behind online super brands such as ASOS and Missguided.

Why Is It Needed? TOTAL RETAIL SALES & TOTAL ONLINE SALES Ecommerce Sales

600

Total Retail Sales

500

(BN)

Fig. 7. Total retail sales & total online sales, 2015

400 300 200 100 0 2014

2015

2016

2017

2018

2019

“A forecast conducted by eMarketer in September 2015 shows the expected growth from 2016 onwards… There’s no doubt the UK market is set to continue to grow as is the eCommerce market.”

lthough having rebranded only twice since opening in 1969, each time the company saw a significant increase in sales. During 2014-15 their revenue grew by 3.3% (New Look, 2015), and more impressively, after an online makeover in 2013 “there was a dramatic surge in internet sales as they soared 79%” in three months (Jennifer Rankin, 2013). However, as fashion consultant at Columino retail analysts Anusha Couttigane said, “New Look have made significant improvements to its media approach… but it has to keep innovating to stay ahead in this fickle market” (Jennifer Rankin, 2013). This proves that to maintain

their success and allow sales to escalate even further, “make overs” should be higher up on their list of priorities in the technology lead era that we have arrived in. John Lewis is living proof of this, as in January they “boasted a 21.4% rise in online sales, meaning ecommerce now represents 40% of the department store brand’s total sales” (Thomas Hobbs, 2016). John Lewis now expect their online sales to take over instore by 2019 (James Wilmore, 2016) and it won’t be long before other shops recognise their potential, meaning that New Look could be left behind.

Primary Research

o back up my view of New Look needing rebranding further, I ran a survey to ask for opinions on the brand. This was an important method to use as, when asked directly, people often feel obligated to answer politely, which can lead to the answers being invalid. By making it anonymous, I was able to collect more honest opinions. The results showed that 82% of responders were between 16-24, meaning that I would be getting information from the market I’m targeting, making it beneficial. When asked, an astonishing 71% shopped with New Look less than once a month, with 15% stating that they don’t shop with them at all. This is an extremely high figure that should worry the brand a great deal, being that they say their target consumer is between 16-35 (New Look, 2016). This means that current efforts aren’t reaching this consumer group effectively, a sought after sector in retail. It is paramount that brands carefully cater for their millennial shoppers as they are “the leaders in wordof-mouth recommendations. In this age of social media, valuable brand advocates who share opinions on-and-off line with peers are arguably the most effective marketing tool” (Sam McPhearson, 2016), In my survey, 2 of the questions asked were: describe your own style (in 3 words), and what do you consider New Look’s style to be (again in 3 words). I wanted to see if there were any patterns, and whether people who identified with different styles had differing opinions on the brand. Almost every answer was different, concerning individual style. These included: casual, edgy, bohemian, practical, on trend and innovative, to name just a few. However, I was shocked to find out that even though their styles varied, many had similar opinions on New Look, the majority being negative. Very commonly used words included: basic, young, cheap and girly. There were also plenty of responses speaking lowly of the brand and 9

these need to be focused on. Wannabe cool, tacky, low fashion, mumsy, lame and boring were all comments used, along with many others. This is very concerning as 97% recognised that New Look is targeting 16-24 years, which asks the question: is this brand even respected by this consumer group?

New Look’s style? “wannabe cool, tacky, low fashion, mumsy, lame and boring”

Fig. 8. New Look AW16 shoot, 2015

Fig. 9. New Look homepage, 2016

Perhaps this is because “brands become more humanized by interacting in social media channels. Social media is a place where brands can act like people do, and this is important because people like doing business with other people, not with companies.”(Jayson DeMers, 2016) It’s important to know which brands are doing it right, and which are in favour with consumers. I therefore asked in my survey which, out of a list of popular brands, were followed on social media. The top 3, respectively, were ASOS, Topshop and Missguided. Following these findings, I will study their platforms and search their most popular posts, comparing them to New Look’s, to identify ways for the brand to improve.

y survey then went onto ask about online shopping and social media, a key aspect of my proposal. As mentioned before, only 6% admitted to having shopped with them online, which interested me, as during 2014/15 the brand’s ecommerce sales rose 34% (New Look, 2015). This suggests that the brand’s current online community is 30+, and also indicates that they have a healthy relationship. It’s important that I consider this as I don’t want to alienate this consumer group. As social media is a key method of marketing, it’s not something to be taken lightly. Only 15% followed New Look on any social media platforms, disappointingly low for such a large brand. Used correctly, social media can be as effective as any advertising campaign.

Fig. 10. ASOS Instagram homepage, 2016

Fig. 11. Topshop Instagram homepage, 2016

Fig. 12. Missguided Instagram homepage, 2016

Fig. 13. New Look Instagram homepage, 2016

Consumer Profile #1

ew Lookâ&#x20AC;&#x2122;s current style seems to be favoured by people like Victoria. Victoria is a 31 year old mum of two. She enjoys shopping on her days off, where she takes full advantage of her husband looking after the kids. She starts her day by treating herself to a skinny cappuccino at Costa Coffee, before heading to New Look. She knows what she wants and has it all pictured in her head. She needs a new pair of her reliable every day jeans that she knows she looks good in, and a smart top to wear to her friends leaving meal next weekend. She picks out a chiffon cami in the newest summer colour and leaves the store happy.

Fig. 14. New Look Consumer Profiile, 2016

Consumer Profile #2

Fig. 15. New Look Consumer Profiile, 2016

hloe is New Look’s younger consumer, and who I’m aiming to capture after rebranding. She’s a 20 year old textile student. Chloe likes to look good every day, as fashion is her passion. She heads into town with her friends on a Saturday afternoon to try and snap up something to wear to Parklife festival in a few weeks. There’s nothing that screams cool to her more than double denim and that new silk bomber she has just bought, plastered with the current trend of 90’s badges. She takes a selfie in the changing rooms of her new buys with the caption, “so obsessed with this look”, before leaving the store just in time to get her favourite double shot, caramel macchiato from Starbucks.

Fig. 16. Kendall Jenner for The Estee Edit, 2016

Cartogram

created a cartogram discussing the trend drivers, impacts and consequences of social media’s affair with retail. It begins with the drivers, being that the stores are doing increasingly well at the moment, and it’s becoming more and more important to make your mark. In particular online only brands such as ASOS, Boohoo and Missguided are thriving. The impact of this is that brands are understanding the necessity of social media and are focussing on it in an attempt to be recognised. Airbnb won Instagram presence of the year by Adweek (Christine Birkner, 2016), as they transformed their Instagram from being just a simple form of marketing, into something to be lusted over. The consequences of these impacts included seeing the Instagram ‘famous’ take the lead in major fashion and beauty campaigns. Tom Ford took on Instagram male model Lucky Bluesmith for his SS 16 campaign. Estee Lauder also took massive steps by not only hiring model Kendall Jenner to be the face of their new campaign, but also going a step further and creating a new make-up line aimed at millennials called ‘The Estee Edit’. It is full of innovative and fun new products, and of course has Kim Kardashian’s half-sister Kendall as the face of it.

Upcoming Research

Fig. 17. Lily Melrose New Look Haul, 2016

at the brand for 2 years and being obsessed with fashion, I would spend hours online picking out the most on-trend pieces. They would be hard to come across, but it was always worth it. I would like to time a group of consumers to see how long it takes them to find what they consider an on-trend outfit, and how easy they found it. Lastly I plan on contacting fashion blogger and Youtuber Lily Melrose. She has also worked there previously and now they advertise through her channel, allowing her to pick her top items. I think she would be ideal for future collaborations.

y next steps for this project would be to follow up on my primary research and question not only consumers, but employees of the brand. I first intend on having an in depth conversation with the manager of my local New Look branch to ask for her opinions, both in general and on my research. I hope to find out whether she thinks my ideas are achievable and realistic for the brand. Through this interview I plan to get details on who is the head of social media for New Look, which will allow me to ask questions such as which posts has led to the most click through sales, and which are the most viewed. Having previously worked 19

Potential Outcomes MARKETING FUNNEL

AWARENESS

CONSIDERATION

CONVERSION

LOYALTY ADVOCACY WORD OF MOUTH Fig. 18. Buying Funnel

he outcomes I’d hope to achieve for this project would be to create a connecting website, linked to their current website. It will be edgier and more innovative, showcasing collections picked from existing stock, with it having a similar feel to Estee Lauder ‘s creation The Estee Edit. I hope that by contacting New Look’s head office I can arrange a live brief, gaining their feedback throughout my project. Along with a new website, I hope to have corresponding social media platforms, particularly Instagram, that will have a more personal feel, sharing ways of styling the pieces, along with the inspirations for them. It’s important to

understand that the company will have to recapture a lost market, and by using social media correctly, I hope to gain successful word-of-mouth advertising. I will refer back to the buying funnel throughout to make sure I recognise the process as it “describes the path from prospect to customer. There are several steps in a buying funnel (unique to every business), and at each step you lose people, so the funnel narrows.” (Allen Murabay, 2012) To go with this update, I would like to create some visual merchandising pieces so that it can be represented in its section in store.

PROPOSAL #2

PERSONAL SHOPPING 22

Introduction

Fig. 19. The Branden Company Personal Shoppers, 2016

second proposal will see me focus on personal shopping and how to make it something that is seen as inclusive, rather than exclusive. A form of personal shopping that is readily available for the masses, whilst also being effective. My aims are to change the perception and culture behind personal shopping and remove the stigma that leads people to only relate it to the middle aged business woman, as well as bringing a certain relevance to it, making it appeal to the younger demographic of 16-24. I want to brand personal shopping into an experience that will attract many more younger people to it.

Why Is It Needed?

aving worked in retail for 3 years, I’ve had many customers ask for particular outfits, or giving specific situations and asking me to tailor outfits perfectly for it. Many times I’ve been able to help, but there have also been situations where there were no suitable items in the store to recommend. Another frequent problem is that retail stores hire mostly part time staff, meaning that sometimes, there can be up to a week in between their shifts. The problem with this is that stores move their products around frequently, meaning that the staff are often unaware of where items are. There is a similar problem relating to new stock coming in, often leading to customers not getting the help they need and leaving feeling unsatisfied. Instore shopping is still popular due to being able to get it there and then, seeing it up close and having the choice to try it on. However it’s important not to ignore the fact that ecommerce sales are constantly rising, as on-line shoppers enjoy being able to order a product knowing they have it in their size, and they haven’t wasted a trip into town only to leave empty handed. I think that it’s time that the two experiences were combined so that customers can get the best of both worlds.

Primary Research

s personal shopping isn’t something that I’ve researched greatly in the past, and it isn’t something that you particularly see on a daily basis, I took about gathering some primary research. Secondary research is helpful, but sometimes it can be bias, and I had specific questions that I wanted answering, which meant that creating a survey seemed ideal. Everyone who answered my survey was under 30, which was appropriate as I’m looking at making personal shopping appeal to a younger generation. 100% of the people I surveyed had never had a personal shopping experience, however when asked, 47% said that they would consider it in the future. This was actually a much larger proportion than I had originally anticipated for this age range, which gave me confidence that I was catching on to something with my idea. I wanted to understand how my audience perceived personal shopping, and therefore I asked what age they thought it was targeted at. For this question they were given the option to pick more than one answer. The obvious highest vote was for ages 36-45 with 41%, however again I was surprised with the outcome as 30-35, 25-29 and 16-24 all had very similar results. This shows me that my audience understands that personal shopping isn’t just for the older generation, however when compared with other answers, they are still standoffish and uninformed about the different methods available. There are personal stylists and shoppers in every city, however from researching them online, there was a pattern of them all being middle aged, and in a business that is all about appearance, they all appeared to look dated, which isn’t reassuring for a young, fashion led consumer. It’s unsurprising that 82% didn’t even know that there were personal shoppers in Nottingham, as people like Susan Suthers charge £45 an hour

(House of Colour, 2016), immediately putting off many 16-24 year olds. When asked if they would consider a personal shopping service if their favourite everyday shop had it, 59% said yes, but I feel like this number would increase further if it was readily available and had ease of access.

“82% didn’t even know that there were personal shoppers in Nottingham”

Fig. 20. Topshop personal shopping picks, 2016

Fig. 21. Person Shopping at Topshop, 2016

Fig. 21. Keaton Row website, 2014

here is a new generation of personal shopping where a company will evaluate your style online and post the items out to you, which I consider to be the way forward in this business, as online sales are a massive part of the market. Only 71% were aware this was available which leads me to conclude that personal shopping is a business that simply needs more marketing to help it keep up with the times. By the answers I have collected it seems that my audience would be interested if they only knew more about it. 71% still see it as a relevant business, however many are anxious to try it themselves understandably. These results have backed up my claim of their being a gap in the market to interest a younger generation in personal shopping.

Fig. 22. Stitch Fix parcel, 2014

Fig. 23, Stylit Website, 2014

Consumer Profile #1

axine is what you would consider the classic personal shopping consumer. Sheâ&#x20AC;&#x2122;s the 40 year old mum of 3, who never has a second to herself. Sheâ&#x20AC;&#x2122;s worked at the city bank for 15 years now but is leaving to apply for a management position. Her interview is coming up and she wants to dress to impress, however she has no clue where to start as everything she owns seems to look frumpy. The only suitable dress she had has now got shrunken in the wash. She needs a spare pair of hands and some good advice before goes crazy!

Fig. 24. Consumer profile,

Consumer Profile #2

Fig. 25. Consumer profile,

hloe is would be younger consumer I would target. She’s a 20 year old textile student. Chloe likes to look good everyday as fashion is her passion. She is going to a summer wedding but doesn’t want to be dressed like everyone else as she likes to stand out, but still wants to look elegant. It’s in 3 days and she’s realised that if she orders online and it’s not quite right, she’s stuck! She hasn’t got time to search in every single shop as she only has her lunch break to look. She needs a personal shopping service!

Fig. 26. Johnny Chavez, 2013

Cartogram

y creating a cartogram for this trend, I was able to see the process in how it has come about, and how it has transformed into what it is today. Beginning with celebrity stylists, it then led into wealthier consumers wanting a taste. This was then adapted so that high street stores in big cities such as London had their own services, allowing personal shopping to reach a bigger market. With technology ever evolving, itâ&#x20AC;&#x2122;s no surprise that an array of websites have taken personal shopping to a whole new level. Something that particularly interested me was mobile technology; in-store data capture and geo location tagging can be used to combine instore and online experience to create a truly personal touch. This is something that I want to research further.

Upcoming Research

Fig. 27 Stylit Website, 2016

hrough the research I have done for this proposal, I have become more and more interested in technology and app based personal shopping. I am going to research the ins and outs of these further and research which apps are currently on the market. I plan to get in touch with the company Stylit to see who they would consider their target consumer is, and how successful they are. I would also get in touch with my local high street shops to discuss the possibility of collaborating with me on a personal shopping app.

Potential Outcomes DRIP MODEL DIFFERENTIATE A PRODUCT OR SERVICE

REINFORCE A BRAND’S MESSAGE

INFORM OR MAKE PEOPLE AWARE OF A BRAND

PERSUADE AUDIENCES TO BEHAVE IN PARTICULAR WAYS Fig. 28 The DRIP Model

y current idea for a potential outcome is to create a personal shopper app that uses in-store capture and geo location tagging to create outfits based on items you have bought previously in-store. It will connect to store’s POS systems to gather this information, whilst also accessing their stock level infor-mation, so that it only suggests items that are in stock and in your size. You can save and search for items, and if they do go out of stock, you can apply to be notified when they come back in. This will combine the online experience. I will also use real people to generate these suggested outfits, as of-ten computer generated stylists just

aren’t effective. Along the way I will refer back to models such as the DRIP, as it will help to support marketing communication planning and is useful when setting broad communication goals and can be applied when launching a new product. (smart insights)

List Of Illustrations Fig 1. Helena Duesbury, (2015), Losing Your Identity [ONLINE]. Available at:http://www.helenadues. com/#!losing-yourself/d3hn2 [Accessed 30 May 2016]. Fig 2. Helena Duesbury, (2015), Losing Your Identity [ONLINE]. Available at:http://www.helenadues. com/#!losing-yourself/d3hn2 [Accessed 30 May 2016]. Fig 3. Helena Duesbury, (2015), Losing Your Identity [ONLINE]. Available at:http://www.helenadues. com/#!losing-yourself/d3hn2 [Accessed 30 May 2016]. Fig 4. Helena Duesbury, (2015), Losing Your Identity [ONLINE]. Available at:http://www.helenadues. com/#!losing-yourself/d3hn2 [Accessed 30 May 2016]. Fig 5. Own Diagram, The FCP Process, 2016 Fig 6. Ashley Armstrong, (2015), New Look Summer Campaign [ONLINE]. Available at:http://www.telegraph.co.uk/finance/comment/11640628/Christo-Wiese-the-billionaire-bargain-hunter-from-Africa-is-onthe-prowl.html [Accessed 30 May 2016]. Fig 7. Own Diagram, Total retail sales & total online sales, 2016 Fig 8. Ella Alexander, (2016), New Look is officially our high street denim wonder [ONLINE]. Available at:http://www.glamourmagazine.co.uk/news/fashion/2016/02/12/new-look-new-denim-collectionlaunched[Accessed 30 May 2016]. Fig 9. New Look, (2016), New Look Homepage [ONLINE]. Available at: http://www.newlook.com/ [Accessed 30 May 2016]. Fig 10. Own Image, ASOS Instagram page, 2016 Fig 11. Own Image, Topshop Instagram page, 2016 Fig 12. Own Image, Missguided Instagram page, 2016 Fig 13. Own Image, New Look Instagram page, 2016

Fig 14. Consumer Profile Moodboard. Clockwise from left to right Press TV, (2013), 30 Year Old Woman [ONLINE]. Available at: http://www.presstvmobile.com/carrie/30-years-old-woman.html [Accessed 30 May 2016].Reuters, (2015), Brait bets on British high street with $1.2 billion New Look deal [ONLINE]. Available at:http://uk.reuters.com/article/uk-newlook-brait-se-idUKKBN0O00E520150515 [Accessed 30 May 2016]. Style Motivation, (2016), 22 Amazing Jeans Outfit Ideas [ONLINE]. Available at:http://www.stylemotivation. com/22-amazing-jeans-outfit-ideas/ [Accessed 30 May 2016].Civil Eats, (2016), 1 Family. 2 Kids. 0 Processed Food. [ONLINE]. Available at:http://civileats.com/2011/05/05/100-days-of-real-food-1-family-2-kids-0-processed-food/ [Accessed 30 May 2016].ASOS, (2015), New Look Black Contrast Zip Front Tote Bag [ONLINE]. Available at:http://www.asos.com/New-Look/New-Look-Black-Contrast-Zip-Front-Tote-Bag/Prod/pgeproduct.aspx?iid=4552346 [Accessed 30 May 2016].Outfit Ideas, (2013), Outfit Ideas for Spring: What to Wear with Skinny Jeans Read more: http://blog.outfitadditions.com/2013/03/what-to-wear-skinny-jeans/#ixzz4A6lQ5o32 [ONLINE]. Available at: http://blog.outfitadditions.com/2013/03/what-to-wear-skinny-jeans/ [Accessed 30 May 2016].Pizza Express, (2015), 20% Off Your Bill [ONLINE]. Available at: http://studenttimes. org/promotion/food-drink/pizza-express#.V0u3kPkrLIU [Accessed 30 May 2016].Surf Girl Mag, (2010), COSTA-COFFEE [ONLINE]. Available at:http://www.surfgirlmag.com/2010/05/09/the-good-the-bad-the-ugly/ costa-coffee/ [Accessed 30 May 2016]. Fig 15. Consumer Profile Moodboard. Clockwise from left to right Dani Vasconcelos, (2015), Girl Power [ONLINE]. Available at:https://uk.pinterest.com/pin/314126142740882305/ [Accessed 30 May 2016].Tumblr, (2016), Starbucks Tumblers [ONLINE]. Available at:https://uk.pinterest.com/ pin/520588038153292049/ [Accessed 30 May 2016].Rebloggy, (2016), Grey Hair [ONLINE]. Available at: http://rebloggy.com/post/love-christmas-swag-girls-girl-cute-fashion-cool-dress-shoes-hot-styleroom-hall/104868566001 [Accessed 30 May 2016].The Drum, (2016), Urban Outfitters Shop [ONLINE]. Available at:http://www.thedrum.com/news/2015/11/17/urban-outfitters-branches-casual-dining-pizza-chain-acquisition [Accessed 30 May 2016].Nawo, (2016), Topshop Premium Clean Leather Backpack [ONLINE]. Available at:http://www.nawo.com/topshop-premium-clean-leather-backpack/ [Accessed 30 May 2016].Topshop, (2016), Topshop Logo [ONLINE]. Available at: https://www.google.co.uk/search?q=topshop+logo&espv=2&biw=1242&bih=585&tbm=isch&imgil=wB2x8SS8eS4tfM%253A%253BxOfIRq2KQW_hRM%253Bhttp%25253A%25252F%25252Fwww.logotypes101. com%25252Flogo%25252Ftopshop&source=iu&pf=m&fir=wB2x8SS8eS4tfM%253A%252CxOfIRq2KQW_ hRM%252C_&usg=__NghxJDVeVQ3UJzAgNlKnfVy1fbc%3D&ved=0ahUKEwiQ_ID7-YDNAhUqCcAKHUg2BvMQyjcINQ&ei=UsBLV5CLNKqSgAbI7JiYDw#imgrc=wB2x8SS8eS4tfM%3A[Accessed 30 May 2016].Jilly Turner, (2016), Skinny Dip Haul [ONLINE]. Available at: https://www.youtube.com/watch?v=Bht_IJSgA_I [Accessed 30 May 2016].Ali Express, (2016), Applique Bomber Jacket [ONLINE]. Available at:http://www. aliexpress.com/item/Womens-winter-jackets-and-coats-fashion-donald-duck-print-bomber-jacket-cute-appliques-women-jacket-autumn/32481083413.html [Accessed 30 May 2016]. Fig 16. PR Newswire, (2016), Kendall Jenner and Irene Kim, Guest Editors for The Estée Edit by Estée Lauder[ONLINE]. Available at: http://finance.yahoo.com/news/este-e-lauder-launches-este-130000419.html[Accessed 30 May 2016]. Fig 17. Lily Melrose, (2016), New Look Haul [ONLINE]. Available at: http://www.llymlrs.com/2014/01/newlook-haul.html [Accessed 30 May 2016]. Fig 18. Own Diagram, Buying Funnel, 2016 Fig 19. The Branden Company, (2016), Personal Shopping Styling Services [ONLINE]. Available at:http:// www.thebrandencompany.com/personal-shopping.html [Accessed 30 May 2016]. Fig 20. Topshop Blog, (2012), MEET OUR PERSONAL SHOPPERS [ONLINE]. Available at:http://insideout.topshop.com/2012/05/meet-our-personal-shoppers [Accessed 30 May 2016].

Fig 21. Eliza Brooke, (2014), 5 STARTUPS BRINGING PERSONAL STYLING TO THE MASSES [ONLINE]. Available at: http://fashionista.com/2014/08/personal-stylists-to-the-masses [Accessed 30 May 2016]. Fig 22. Eliza Brooke, (2014), 5 STARTUPS BRINGING PERSONAL STYLING TO THE MASSES [ONLINE]. Available at: http://fashionista.com/2014/08/personal-stylists-to-the-masses [Accessed 30 May 2016]. Fig 23. Eliza Brooke, (2014), 5 STARTUPS BRINGING PERSONAL STYLING TO THE MASSES [ONLINE]. Available at: http://fashionista.com/2014/08/personal-stylists-to-the-masses [Accessed 30 May 2016]. Fig 24. Consumer Profile Moodboard. Clockwise from left to right. Unknown, (2016), 50 Year Old Woman [ONLINE]. Available at: https://uk.pinterest.com/explore/middle-aged-women/ [Accessed 30 May 2016]. HP, (2016), Worldâ&#x20AC;&#x2122;s Thinnest Laptop [ONLINE]. Available at: http://www8.hp.com/uk/en/home.html[Accessed 30 May 2016].BMW Blog, (2016), BMW Women Drivers [ONLINE]. Available at:http://www. bmwblog.com/2015/02/19/lady-track-young-female-enthusiasts-view-bmw-cars/bmw-women-drivers-images-25/ [Accessed 30 May 2016].Warehouse, (2016), Warehouse Logo [ONLINE]. Available at:http://www.360vouchercodes.co.uk/warehouse.co.uk [Accessed 30 May 2016].Mitula, (2016), Townhouse To Rent In Manchester [ONLINE]. Available at:http://property.mitula.co.uk/property/to-rent-townhouses-whalleyrange [Accessed 30 May 2016].Jonah C. Sirott, (2016), Coffee [ONLINE]. Available at: http://thoughtcatalog. com/jonah-c-sirott/2016/01/7-reasons-to-stop-being-the-asshole-writing-in-a-coffee-shop/ [Accessed 30 May 2016].Celeste Marques, (2016), Family Is My Occupation [ONLINE]. Available at:https://uk.pinterest. com/pin/532480355921639418/ [Accessed 30 May 2016].Karen Millen, (2016), Karen Millen Logo [ONLINE]. Available at: https://retail-news.net/2014/02/06/karen-millen-to-open-canadian-stores-first-location-montreals-rockland-centre/ [Accessed 30 May 2016]. Fig 25. Consumer Profile Moodboard. Clockwise from left to right Dani Vasconcelos, (2015), Girl Power [ONLINE]. Available at:https://uk.pinterest.com/pin/314126142740882305/ [Accessed 30 May 2016].Tumblr, (2016), Starbucks Tumblers [ONLINE]. Available at:https://uk.pinterest.com/ pin/520588038153292049/ [Accessed 30 May 2016].Rebloggy, (2016), Grey Hair [ONLINE]. Available at: http://rebloggy.com/post/love-christmas-swag-girls-girl-cute-fashion-cool-dress-shoes-hot-styleroom-hall/104868566001 [Accessed 30 May 2016].The Drum, (2016), Urban Outfitters Shop [ONLINE]. Available at:http://www.thedrum.com/news/2015/11/17/urban-outfitters-branches-casual-dining-pizza-chain-acquisition [Accessed 30 May 2016].Nawo, (2016), Topshop Premium Clean Leather Backpack [ONLINE]. Available at:http://www.nawo.com/topshop-premium-clean-leather-backpack/ [Accessed 30 May 2016].Topshop, (2016), Topshop Logo [ONLINE]. Available at: https://www.google.co.uk/search?q=topshop+logo&espv=2&biw=1242&bih=585&tbm=isch&imgil=wB2x8SS8eS4tfM%253A%253BxOfIRq2KQW_hRM%253Bhttp%25253A%25252F%25252Fwww.logotypes101. com%25252Flogo%25252Ftopshop&source=iu&pf=m&fir=wB2x8SS8eS4tfM%253A%252CxOfIRq2KQW_ hRM%252C_&usg=__NghxJDVeVQ3UJzAgNlKnfVy1fbc%3D&ved=0ahUKEwiQ_ID7-YDNAhUqCcAKHUg2BvMQyjcINQ&ei=UsBLV5CLNKqSgAbI7JiYDw#imgrc=wB2x8SS8eS4tfM%3A[Accessed 30 May 2016].Jilly Turner, (2016), Skinny Dip Haul [ONLINE]. Available at: https://www.youtube.com/watch?v=Bht_IJSgA_I [Accessed 30 May 2016].Ali Express, (2016), Applique Bomber Jacket [ONLINE]. Available at:http://www. aliexpress.com/item/Womens-winter-jackets-and-coats-fashion-donald-duck-print-bomber-jacket-cute-appliques-women-jacket-autumn/32481083413.html [Accessed 30 May 2016]. Fig 26. Write & Ramble, (2013), Artist Spotlight: Johnny Chavez Wardrobe Stylist [ONLINE]. Available at:https://writeandrambledotcom.wordpress.com/tag/wardrobe-stylist/ [Accessed 30 May 2016]. Fig 27. Sarah Perez, (2013), Fashion-Focused Startups Stylit And Black Tag Offer Free, Personal Shoppers For Both Women & Men [ONLINE]. Available at: http://techcrunch.com/2013/04/29/fashion-focused-startupsstylit-and-black-tag-offer-free-personalized-shoppers-for-both-women-men/ [Accessed 30 May 2016]. Fig 28. Own Diagram, The DRIP Model, 2016

References Allen Murabay. 2012. Understanding Your Customersâ&#x20AC;&#x2122; Buying Intent. [ONLINE] Available at:http://blog.photoshelter.com/2012/02/understanding-your-customers-buying-intent/. [Accessed 1 June 2016]. Christine Birkner. 2016. Check Out the 2016 Shorty Award Winners for Best Brands on Social Media. [ONLINE] Available at: http://www.adweek.com/news/advertising-branding/check-out-2016-shorty-award-winners-best-brands-social-media-170303. [Accessed 31 May 2016]. House Of Colour. 2016. Stylist Profile. [ONLINE] Available at: http://www.houseofcolour.co.uk/find-a-stylist/ profile/111. [Accessed 31 May 2016]. James Wilmore. 2016. John Lewis predicts online sales to overtake store sales by 2019. [ONLINE] Available at: http://www.retail-week.com/sectors/fashion/john-lewis-predicts-online-sales-to-overtake-store-salesby-2019/7003065.fullarticle. [Accessed 31 May 2016]. Jayson DeMers . 2016. The Top 10 Benefits Of Social Media Marketing. [ONLINE] Available at:http://www. forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/#6f171bff2a4d. [Accessed 1 June 2016]. Jennifer Rankin. 2013. New Look scores online sales surge. [ONLINE] Available at:https://www.theguardian. com/business/2013/aug/13/new-look-online-sales-surge. [Accessed 1 June 2016]. Jennifer Rankin. 2013. New Look scores online sales surge. [ONLINE] Available at:https://www.theguardian. com/business/2013/aug/13/new-look-online-sales-surge. [Accessed 1 June 2016]. Jordan Beaumont. 2015. THINKING ABOUT INVESTING IN A MOBILE FRIENDLY ECOMMERCE WEBSITE? 2016 IS THE YEAR.. [ONLINE] Available at: http://identifywebdesign.co.uk/thinking-about-investing-in-a-mobilefriendly-ecommerce-website-2016-is-the-year/. [Accessed 1 June 2016]. New Look. 2015. Annual Report and Accounts 2014/15. [ONLINE] Available at:http://www.newlookgroup. com/system/files/uploads/financialdocs/new-look-fy15-annual-report-020615.pdf. [Accessed 31 May 2016]. New Look. 2016. Who are we?. [ONLINE] Available at: http://www.newlookgroup.com/who-are-we. [Accessed 1 June 2016]. New Look. 2016. Financial Highlights. [ONLINE] Available at:http://www.newlookgroup.com/investors/financial-highlights. [Accessed 31 May 2016]. SAM MCPHERSON. 2016. How Millennials Are Changing The Face Of Retail Shopping. [ONLINE] Available at: https://www.aabacosmallbusiness.com/advisor/millennials-changing-face-retail-shopping-025220847. html. [Accessed 31 May 2016]. Smart Insights. 2015. Planning your communications strategy with the DRIP Model. [ONLINE] Available at: http://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/use-drip-model/. [Accessed 1 June 2016]. Thomas Hobbs. 2016. John Lewis sees online sales take off over Christmas as shop performance disappoints. [ONLINE] Available at: http://www.marketingweek.com/2016/01/06/john-lewis-sees-online-salestake-off-over-christmas-as-shop-sales-fall/. [Accessed 31 May 2016]. 41

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Methodology Table RESEARCH METHOD

SAMPLE SIZE

PURPOSE

STREN

(16 - 35)

Survey

To find out opinions of New Look, and whether or not their social media is effective.

Unprovoke opinions.

To find out opinions of Personal Shopping, and whether or not it is relevant to a younger generation.

Unprovoke opinions.

ENGTHS

WEAKNESSES

OUTCOMES

EFFECTIVENESS

oked, honest ns.

It was an online survey shared among friends and peers, not always guaranteed to be completed.

It comfirmed my opinion of New Look not relating to itâ&#x20AC;&#x2122;s younger consumer.

It allowed me answers to specific questions.

oked, honest ns.

It was an online survey shared among friends and peers, not always guaranteed to be completed.

It surprised me how many people of a younger age would be interested if it was readily avaliable.

It allowed me answers to specific questions.

Survey #1

Survey #2

Helena Duesbury