VP2 Portfolio A

Portfolio A

Clementine Higgins 14022992

Context Page Title Page Critical Path 3 Rationale

6

Research 10 Generation Guide 11 Gen Z 13 Spider Diagram of Plan 17 PEST Analysis 19 Fanzine 22 ASOS: My style is Never Done 23 River Island: Labels are for Clothes 25 Competition 27 Design Process Journal 30 Style Boards 31 Final Shoot 38 Contact Sheets 39 6 Shades of You 41 Illustrations 43 Collage 47 Articles 51

“Why is Individuality such a Big Topic at the Moment” 52 The Design Studio interview 55

“Jazzelle Zanaughtti: The Chameleon of Style” 57 Inspiration 59 Typography 61 Front Page 63 Binding 65 Survey 67 Fold out scale 69 Website Design 71 Website Trials 73 Deliverables 77 Project Plan 80 Objectives 81

Activity Rationale and Identification

81 Events 81 SWOT for event 82 Social Media 83 SWOT for Instagram 84 Budget 85 Event 85 Instagram 85 Schedule 85 Resources Allocation 85 Communication 86 Communication with Stakeholder 86 1

Title Page Contingency Plan 86 Bibliography 87 List of Illustrations 90

2

C 3

ritical path

The critical path has helped me to plan my time efficiently and effectively, it has taught me that planning my time can help me to create my best work and still have time to fit other projects in at the same time.

4

5

R

ationale

6

From VP1 I decided I would create a fanzine, called ‘Be Yourself’, all about embracing yourself. Wearing what you want and not following the crowd. I looked at what could be included within, such as photoshoots, articles and illustrations. I also looked at the layout of the fanzine and how it could be bound/ opened. Continuing on from this in VP2, I want to develop the fanzine further by carrying out more research and market research. I would also like to expand my fanzine into a brand. I will change the name to “Yourself” as I feel it is more memorable.

7

From carrying out a PEST analysis I am able to use this in order to help me expand into a brand.

Within political, I need to think about things such as Brexit. Where by it is causing a sense of uncertainty, no one knows what is going to happen and the nation is divided. At the moment we are unaware if there will be a no deal Brexit, general election, another referendum or re-negotiations. With the scare of another recession post Brexit, people are tending to spend less, this could effect sales of the fanzine. Corporation Tax is something else to look at, for company profits it is at 19%, however, at Budget 16 it was announced that

on 1st April 2020 it would drop to 17% (Gov.uk, 2018).

Economic is the second section to look at, the disposable income at the end of 2018 was £28,400 an increase of £300 in the past year (Office of National Statistics, 2018). However, the rate of inflation fell from 2.3% to 2.1% in November, 2018.

The weakest it has been since January 2017 (Monaghan, 2019).

Social – Cultural, is a really important section for my fanzine. It makes it clear what trends the target market are following. Diversity and female equality have become massive topics, with hashtags trending such as #metoo and #blacklivesmatter, when looking at the marketing section of this project I could include hashtags. As well as this more people are more educated and interested in the environment and human rights around the world. In a guardian article written by Taylor (2019) he talks about how up to 70,000 students from schools and colleges are protesting weekly in 270 towns and cities. However, due to the costs of universities Walker (2019) explains how half of universities have less than 5% poor white students and that the the smallest group are poor white males. From this I want to play with the idea that Gen Z are very conscious of the environment and include this in some of my events. Diversity also fits into the category of individuality, which I will use a lot in my fanzine and website.

Technology is the final section, since 2011 the UK has invested £28 billion into technology (David, 2018). And in 2019 the industry hopes to introduce 5G and introduce extended reality (Costello, 2018). Something that could be useful in the future for ‘Be Yourself’ is AI, which is getting more and more advanced and can drive us to a point where applications can be individual for each user (Costello, 2018).

This would be really interesting to play on when the whole point of the brand is individuality.

To summerize from the PEST, topics that will be useful to me

in expanding my idea and creation of ‘Yourself’ are the social - cultural factors. They are a massive part of my ideas. With diversity and environmental factors on the rise I really need to focus on this.

The USP of the brand will be the fact it is a publication which is solely based on individuality and that the publication will also hold events that are directly related to the target consumer, Gen Z. The fanzine and website will offer all things individual. The website will include the online publication as well as information on up coming events that are being held by the publication.

The reason why Individuality was chosen for Gen-Z was partly from looking at socio-cultural developments, trends and issues but also from exploring Gen-Z and what they are interested in. I found that with the rise in social media, consumers have more access to trends and influencers.

Consumers often don’t look at the “big names” in fashion and the several fashion weeks, instead, they get the latest trends from influencers on social media (Linsdell, 2018) and regularly update their ‘look’ (Pike, 2016). Pike (2016) explains how the quote “I care a lot less about whether my clothes are in style,” has fallen from 65% in 1997 down to 47% in 2014. This all means that Gen-Z care more about individuality, however, with social media and influencers it is hard not to follow them instead of doing your own thing.

This is where ‘Be Yourself’ fanzine fits in. It can influence readers to be more individual and not to follow the crowds.

My deliverables fit in with all my research and target audience, through my research I discovered that Gen-Z enjoying reading magazines and fanzines both online and in print. Therefore I have made both for them to choose from.

Something else I decided on after doing a questionaire was to sell two versions of my fanzine as Gen-Z (the participants who took part) thought this would be a good idea.

Website: https://higginsclemmy.wixsite.com/yourself

8

9

R

esearch

10

G

eneration Guide

To better understand who my target market should be I will look into all the generation catagories going back to the ‘Baby Boomers.’

11

Baby Boomers This is generation is seen as the original generation. They came about after World War II when there was a significant increase in births due to many soliders returning home. The generation ranges from then till to the early 1960’s. They are thought to be the luckiest generation, being born into NHS hospitals and being the first generation to travel, instead of fight wars (Wallop, 21014).

Generation X This generation are born between the 1960’s and early 1980’s. They are a generation too young to fight in wars and old enough to have free education. This is a large generation so it split into subcultures as followed:

Lads - this subculture came about through Madchester, football, relaxation of late-night

licensing, low cost flights for boozy weekends away in Europe and the rise of drugs including ecstasy.

Sloane Rangers - this came about in the early 1980’s, patricularily in West London.

Inspired by the likes of Princess Diana. The women wore peter pan collars and alice bands, whilst the boys wore hand me down Saville Row suits.

Yuppies - the word stands for Young Upwardly mobile Professionals. They were not afriad to make money fast and showed unembarressed displays of wealth (Wallop, 2014).

Generation Y Also called millenials and were born between 1980 and 2000. They are a generation shaped by technology. They were born bewteen the Walkman and Google. They are comfortable sharing their life online and are known as a self-regarding generation. This is largely due to the fact they were brought up by Gen X and heavily pampered (Wallop, 2014).

Generation Z This generation were born between 1995 and through the 2000’s. They have grown up through financial and political turmoil because of this they are concious to save money and look after the world and people within it. Like Gen Y, they have grown up with technology, however, are safter and smarter with it. They want to have an impact on the world and are keen to volunteer. They are also aware of how important education is.

After doing this research I think Gen Z are the consumers to target, they are young and are keen to make a difference on the world, this would include the subject of difversity and individuality. Which is what my fanzine aims to change the opinions of.

12

G

en Z

This generation was born between 1994 and 2004 (Pollack, 2013) and accounts for 32% of the population (Schulten, 2018). They have grown up through economic recessions, wars and terror attacks making them more driven, self reliant and self aware. With this in mind they are spending a lot less, in the US teen spending fell 31% from 1997 to 2014 (Pike 2016). With the increase of technology Generation Z are a lot more politically anxious and globally connected (Iqbal, 2018).

They are also a lot more self assured and most of them aren’t as bothered as millennials (the previous generation) as to whether their clothes follow the latest fashion trends (Pike, 2016). Pike (2016) explains how the quote “I care a lot less about whether my clothes are in style,” has fallen from 65% in 1997 down to 47% in 2014. For todays generation, Gen Z, fashion isn’t about fitting in with everyone else, it is about making choices which reflect their own identity. They choose a brand because of the commonalities with their own outlook, lifestyle and priorities (Pike, 2016). The days have gone when different stereotypes could be easily identified.

Such as in the film ‘The Breakfast Club’ where you had ‘the athlete,’ ‘the princess,’ ‘the brain’ and ‘the basket case’ who could all be easily identified in the classroom (Pike, 2016).

In a survey recently carried out by Mintel, it came back that 79% of Gen Z agree with the statement “It’s important to have your own style.” And only 38% of participants agreed with the statement, “It’s important to keep up with the latest fashion/beauty trends” (Mintel, 2018a).

13

They are a generation addicted to their phones, technology and social media hence the name IGeneration, a reference to the IPhone. They find fashion influences and inspiration online, on social media and blogs, and regularly update their ‘look’ (Pike, 2016). Influencers on social media include the likes of The Kardashian’s, The Jenner’s, The Hadid’s, Huda

Figure 1: Gen Z

“I care a lot less about whether my clothes are in style�

(Pike , 2016)

14

Kattan, Chiara Ferrangi, Ariana Grande, the list goes on. Mintel carried out a survey asking Gen Z which social media platforms they used at least once a week, the results came back as YouTube 84%, Instagram 71%, Snapchat 69%, Facebook 66% and Twitter 35%. It then carried on to ask whether they agreed with statements or not, 51% of participants agreed that they “share of tag friends on a brand/company’s social media accounts.” And 36% said they would “promote good causes you believe in on social media (e.g. charities and fundraising events) (Mintel, 2018b).

Amed and Berg (2018: 45) claimed that “Younger consumers are seriously concerned with social and environmental causes, which many regard as being the defining issues of our time. They increasingly back their beliefs with their shopping habits, favoring brands that are aligned with their values and avoiding those that don’t.” Because of this brands are reacting and merging social and environmental topics into their services and products. To back up this quote Amed and Berg (2018: 45) state that nine in ten Gen Z consumers believe that brands have the duty to address social and environmental issues. With examples springing up in the last couple of years including #blacklivesmatter #timesup and #metoo (Amed and Berg, 2018).

Owen (2018) split Gen Z into two categories ‘Gen Me’ and ‘Gen We.’ Gen Me is all around us, they are more style-driven and knowingly develop forged lives, following trends instead of setting trends, this is seen as a way to reach a higher, aspirational lifestyle. Gen We, however, except themselves for themselves.

They are not scared to show their vulnerabilities and imperfections (Owen, 2018). Both subcategories of Gen Z will feed perfectly into my ‘Be yourself’ theme, Gen Me need more help in becoming themselves rather than who they think they should be based on social media. Gen We are already comfortable in themselves however, so instead of needing a push they will be interested in what the theme has to say.

In terms of Gen Z’s purchasing attitudes towards printed and digital magazines, the results were surprising after researching into how much of a digital generation they were. The results came back 55% of 16-24 year olds consume both physical and digital magazines. Only 19% read just digital magazines and just 8% read only print (Mintel, 2011).

15

This will be my target market because although through my research I have found that they want to be individual I think it is difficult for them to be truly individual. Pollack states that ‘IGen may not listen to brands, but iGen will listen to influencers they trust when they talk about brands’ (Pollack, 2013).

They are heavily influenced by Social Media and Influencers, meaning they are likely to follow other people.

16

Figure 16: Instagram logo

Figure 15: #foodporn

Figure 14: The Hadid’s

Figure 13: Mobile Images

Figure 12: I Voted for Her

Figure 11: Japanese Style

Figure 10: Ideas

Figure 9: Protest

Figure 8: Selfie

Figure 7: Gen Z Beauty

Figure 6: Instagram

Figure 4: Natural Gen Z

Figure 3: Jazzelle Zanaughtti

Figure 5: Be The Change Figure 2: Gen Z on phone

Swishing Event - Portfolio B Clothes swap event.

This will tie in with Gen Z attributes.

Colab with a charity?

Sustainable Could sell the fanzine there as well?

‘Launch’

What am I saying?

Be yourself.

Dress how YOU want, don’t follow the crowd.

Website - Portfolio A

Social Media Portfolio B Will fit in with my target consumer.

Link to website.

Influential quotes and images.

“Yourself” Creating a Brand

After doing my research I have decided that as well as doing the printed fanzine I want to expand to a digital platform and create a website as well.

Fanzine - Portfolio A

Target Market?

GEN Z: Born between 1994-2004 Driven, self reliant, self aware and self assured.

Choices which reflect own identity.

Addicted to phones.

Find inspiration on social media.

Concerned with social and environmental issues.

‘Gen Me’ and ‘Gen We’ Consumer both printed and digital.

17

“Yourself ” mainly worked out in VP1, will need to do some primary research, prototypes and secondary research.

Figure 17: VP1 “Be Yourself” front cover

18

P E S T

19

To expand my fanzine into a brand I need to look at the ‘Macro-environment’ which is the economic platform that all businesses operate (Porter, 1985). This will help me to understand what is going on in the UK and if anything could impact what I am doing.

Political

Economic

Brexit is causing divides across the nation and parliament. Two vote of no confidence have been given to Theresa May, however, she has been successful in both. With the first Brexit agreement being declined by the government a sense of uncertainty has hit the UK. No one knows if there will be a no deal Brexit, general election, another referendum or renegotiations. Brexit will change trade and import laws and taxes and free movement inside the EU along with many other factors.

According to the Office of National Statistics there are 9,025,000 women in full time employment, 14,944,000 men in full time employment, 6,216,000 women in part time employment, 2,292,000 men in part time employment, 633,000 women unemployed and 747,000 men unemployed (Office of National Statistics, 2018).

Corporation Tax for company profits is 19%, however, at Budget 16 it was announced that on 1st April 2020 it would drop to 17% (Gov.uk, 2018).

The exchange rate for 1 GBP is as follows: EUR 1.13, USD 1.28, INR 91.70, AUD 1.79 and CNY 8.72 (XE Corporation, 2019).

The economic growth rate is at 1.49% in 2019 (Statista, 2019).

The rate of inflation fell from 2.3% to 2.1% in November, 2018. The weakest it has been since January 2017 (Monaghan, 2019).

The disposable income at the end of 2018 was ÂŁ28,400 an increase of ÂŁ300 in the past year (Office of National Statistics, 2018).

Social - Cultural

Technology

Diversity and female equality have become massive topics, with hashtags trending such as #metoo and #blacklivesmatter.

The United Kingdom is very technologically advanced. Since 2011 the UK has invested ÂŁ28 billion into technology (David, 2018)

A rise in Veganism and Vegetarianism, it is reported that in April 2018 there was a massive soar of Veganism, in the UK there were 3.5million (Petter, 2018) however, now there will be even more.

5G mobile to be introduce in 2019 (Costello, 2018)

People are more educated and interested in the environment and human rights around the world.

The Age distribution is as follows: 0-14 years: 17.59%, 15-24 years: 11.71%, 25-54 years: 40.29%, 55-64 years: 12.22% ,65 years and over: 18.19% (CIA World Fact Book, 2018)

Extended reality will be introduced in 2019, where AR and VR are tied together. It could drastically change how big brands and consumers interact (Costello, 2018).

Artificial intelligence is becoming more and more practical. It can now bring us to a point where applications can be individual for each user (Costello, 2018).

The cost of university is so high at the moment it is stopping a lot of people going to university.

Walker (2019) explains how half of universities have less than 5% poor white students and that the the smallest group are poor white males.

20

F

anzine

I want to develop my fanzine from VP1. To do this I will carry out more research and look at more inspiration from industry. As well as looking at my target audience research and PEST analysis of the UK. I will focus on the content of the fanzine. Looking at the editorial shoot, articles and illustrations.

21

Chanel’s Little Black Jacket Figure 18: Chanel’s Little Black Jacket

In VP1 I wanted to do a photoshoot styled around Chanel’s Little Black Jacket exhibition, however, I now want to explore some other options to see what else I could do. With the time frame we have I believe it would be diffi cult to organise a shoot this big, which would need to include at wleast 6 diff erent models all with diff erent styles and make up looks.

22

In Autumn / Winter 2018 ASOS released a new campaign called “My Style is Never Done” (The Drum, 2018). It featured a popular model of the time, Jazzelle Zanaughtti, who is known for continulously re-fashioning herself whilst going against fashion norms. She has limitless alter-egos and personas (The Drum, 2018).

The campaign is meant to show limitless selfexpression, proving the model, Jazzelle Zanaughtti, is very well selected for the campaign.

The campaign was produced

by Park Pictures and directed

by Terence Neale and follows on from ASOS’ “Go-Play” creative the previous year.

Which used out-of-home channels to promote their new face and body category (Weightman-Stone, 2018).

23

I really like this campagin, I feel it fits perfectly with what I am trying to say, be yourself!! I really like how each photo in the campaign is completely different. Which works really well with my look, for example my digital

ASOS: My Style is Never Done design process journal, each page has different designs on them and different layouts.

I also really like the use of Jazzelle Zanaughtti and how the campaign relates to her, they have managed to get everything to fit and flow well.

I would like to explore this route instead of using the same piece of clothing on each model, using one model and different styles of clothing and makeup to show my viewers you can wear anything you want.

(Starting top left going clockwise) Figure 19: My Style is Never (1), Figure 20: My Style is Never (2), Figure 21: My Style is Never (3), Figure 22: My Style is Never (4)

ASOS is a successful e-tailer who sell over 85,000 own brand and branded label products. ASOS attracted 180 million visits in June 2018 alone (WightmanStone, 2018).

24

Figure 23: Labels are for clothes

25

River Island: Labels Are For Clothes

#Labelsareforclothes is a campaign River Island created for it’s 30th anniversary. It aims to celebrate the history of empowering consumers through fashion (Hendriksz, 2018).

The campaign shines light on political and social issues surrounding labelling (Hendriksz, 2018).

It was styled by Ondine Azoulay and shot by Richard Burbridge. And includes a group of different individuals including, a body positive activist Sabina. All the

individuals have faced stereotyping and labelling.

Flipping this, each image has a label on which has been personalised for each of the models (Hendriksz, 2018).

Some examples include; a born male, now female, Stav Strashko with the label, “100% Woman.” Another example is Zara, a Pakistani born in the UK her label says, “Do Not Stereotype” (Newsroom, 2018).

Alistair Green (2018 cited in Newsroom, 2018), CSO of Studio Blvd (campaign creators) says, “River Island has always inspired people to express their individuality through their clothes, we wanted to take the brand a step further and get River Island to stand for something beyond fashion.”

I really like the clever use of personalising labels to show that labelling and stereotyping shouldn’t happen. I also like that they have looked beyond fashion, they are looking at race, size, gender and age. This is something that through my research I have discovered is something really important to Gen-Z so could be something to look into more.

I also really like the attention to detail, like the stitch around the edge of the image giving the illusion the whole image is a label.

26

C

ompetition

In VP1 I looked at online and offline competition to work out how much fanzines are usually sold for. In order to work out the price that mine should go for. I want to remind myself of these prices and it also gives me the opportunity to look at design inspiration as well.

I really like the design of Frites ICI, I like the fact it doesn’t have an image on the front page.

Looking at these prices I think I should price my fanzine at ÂŁ6.

27

Figure 24: VP1 work

Figure 25: VP1 work (2)

28

29

D

esign process journal

30

S 31

tyle boards

After carrying out some more campaign research, I need to decide how I will style my model. I have chosen to shoot one model in several styles and locations. So in the next few pages I have created style boards for each of my looks. Following on from this I will then look at locations I could visit.

Figure 29: Urban: male

Figure 30: Urban: smoking

Figure 31: Urban: orange

Figure 28: Urban: Reebok

Figure 27: Urban: tracksuit

Figure 32: Urban: landscape

Figure 26: Urban: freckles

Urban rba r rban rb ba ban b an a n

32

33 Figure 35: Bohemian: girl leaving

Figure 36: Bohemian: hippie

Bohemian Figure 34: Bohemian: orange

Figure 33: Bohemian: group of friends

Figure 41: Going out out: make up

Figure 39: Going out out: rose gold

Figure 40: Going out out: Emily Ratajkowski

Going Out Out

34

Figure 38: Going out out: backless dress

Figure 37: Going out out: lighting

35

Figure 45: Rocker: fishnets

Figure 44: Rocker: beret

ROCKER

Figure 42: Rocker: sunglasses

Figure 43: Rocker: eye make up

Figure 48: Power Suit: brown suit

Figure 50: Power Suit: dark suit

Figure 46: Power Suit: red suit

Figure 47: Power Suit: grey suit

THE POWER SUIT

Figure 49: Power Suit: orange suit

36

37

Figure 53: Artsy: green wide leg

Figure 54: Artsy: orange

Figure 55: Artsy: make up Figure 52: Artsy: platforms

Figure 51: Artsy: Green crop

F

inal Shoot

The final shoot went really well. I was really pleased with the outcome. I made the images merge by keeping the hair very similar and also making sure the photos were either mainly pink or green. The only images I wasn’t so pleased with were the ‘Going Out Out’ location. The lighting was really difficult to work with, however, I will be able to edit them to make them look better.

38

39 Figure 56: contact sheet 1

Figure 57: contact sheet 2

Here are some of my favourite images, unedited, on contact sheets. I was able to cut some of the images out by looking at them all together. I was also able to see if parts needed cropping to neaten them up. In the end I only want one photo of each inside the fanzine, so I need to keep narrowing them down.

40

6 Shades of You

(From top right clockwise) Figure 58: Artsy, Figure 59: Urban, Figure 60: Going out out

41

These are my select 6 that will go into my fanzine, I am really pleased with how they have come out. I feel like as I kept the hair and make up fairly natural throughout it makes them all merge really well. I feel like the concept has come across really well.

They are all completely different styles and show people that you can be who you want and dress how you want.

(From top left anti clockwise) Figure 61: Rocker, Figure 62: Power suit, Figure 63: Bohemian

42

I

llustration

I wanted to develop an illustration which shows individuality and something that shows people hiding behind something that isn’t them.

My illustration shows a girl “unzipping� her black and white body. Coming out of the black and white body is a colourful girl with bright, curly hair. I want to develop this piece further, looking at different colours and if I can add more to the image.

Figure 64: Illustration development 1

43

Figure 65: Illustration development 2

Figure 66: Illustration development 3

Here I have experiemented with different colours, my favourite is either the pink hair or blue hair. I also really like the idea of the added people all looking the same. It creates a crowd of the same looking people, which adds even more to the effect of the illustration.

44

45

Figure 68: Illustration development 5

Figure 67: Illustration development 4

This is the second part of the illustration that will be further through the fanzine, this is showing the individual girl in all her glory. I tried to style her in a really exciting outfit, now I just need to work out the colours. I really liked the glitter skirt and tested it in a few colours. My favourite being the peach and yellow. I then tried a stripe pattern on the fur jacket, however, I thought a matching coloured outfit looked nicer and stood out more.

I also tried adding the same black and white people in the background. I loved this, because it really makes the “individual� girl stand out. I added some words that the black and white crowd were saying. To show the reader that individual is best!

WOW

ing z a m a

Figure 69: Illustration development 6

46

C

ollage

I created some collages after seeing an inspiration picture online (See fi gure ....). I can use this to add more imagery to my pages. I am really pleased with how they look and think the create another individuality message.

Figure 70: Reference picture

47

Figure 71: Collage 1

This is my favourite one, I really like how its not quite perfect. I tried to include a variety of different ethnicities in the face. I think it is really effective and am really pleased with the outcome.

48

Figure 72: Collage 2

I prefer the first collage as I like that it included the neck, however, this one does include smaller portions of the face and so the ethnicities are more obvious.

49

Figure 73: Collage 3

I tried one with males, however, I feel like my fanzine is more targeted at females. I also don’t think the face merges as well. I wanted to try out one with stripes of the face instead of parts.

50

A

rticles

51

I will be carrying out research to write my articles, the first article is on “Why Individuality is such a Big Thing at the Moment.” I then want to look at brands to do a ‘factbook’ style article. Each time one of these fanzines is published it will include one of these. They will be different styles, some will express individuality and they will all be less known brands. For readers to get a broader knowledge of different brands and styles that are out there for people to buy.

“Why is individuality such a big topic at the Moment?”

Tapping into Gen Z Pike, H. (2016). Tapping Generation Z. [online] The Business of Fashion. Available at: https://www.businessoff ashion. com/articles/intelligence/tapping-generation-z [Accessed 26 Oct. 2018].

This article was really useful for me, it discusses Gen Z, their values and how to market to them. A quote I found really interesting was, ““I care a lot about whether my clothes are in style,” dropped from 65 percent in 1997 to 47 percent in 2014” (Pike, 2016), it really helped me to establish the fi rst article title and explore why?

Pike (2018) also goes onto explain how fashion is a lot less about fi tting in with the crowd and is now more about making choices based on the consumer and brand’s personality. However, a reason why they aren’t all as individual as they might want to be is because they fi nd inspiration online, on social media and blogs. But, on the other hand are constantly changing their looks.

UglyWorldWide: Pioneering the Rise of Individualism and Ugly Linsdell, E. (2018) UglyWorldWide: Pioneering the Rise of Individualism and Ugly. Fashion Industry Broadcast. [Online] https://fashionindustrybroadcast.com/2018/08/15/uglyworldwide-pioneering-the-rise-of-individualism-and-ugly/ [Accessed on 14th Feb, 2019]

This article talks about individuality and ugly fashion. It says that individuality is becoming more of a ‘thing’ because ‘no bodies’ now have a voice that anyone can see through social media. Linsdell (2018) talks about how because of social media, it’s not just the ‘big names’ in fashion making the rules anyone can make them.

52

The Rise Of Gen Z and What it Means for the Fashion World Mak, P. (2016) The Rise of Gen Z and What It Means For The Fashion World. Huffington Post. [Online] https://www.huffingtonpost.ca/2016/05/30/gen-z-fashion_n_10209778.html [Accessed on 14th Feb, 2019]

This articles mainly talks about how technologically advanced Gen Z are. However, it also makes an interesting point about how on social media they are exposed to so many types of styles. This has made Gen Z grow a value for individuality instead of following those styles they see everywhere.

Lifestyles of Genereration Z - UK - August 2018 Mintel. (2018a). Lifestyle of Generation Z. [online] Available at: https://data-mintel-com.ezproxy.mmu.ac.uk/databook/859371/#Q6 [Accessed 18 Jan. 2019].

Mintel carried out this survey in 2018, all about the lifestyle choices of gen Z. Most of which was not useful for my article. However, there was a couple that were interesting. Results came back that 79% of Gen Z agree with the statement “It’s important to have your own style.” And only 38% of participants agreed with the statement, “It’s important to keep up with the latest fashion/beauty trends” (Mintel, 2018a).

Extreme Individualism WGSN. (2016). Extreme Individualism. [online] https://www-wgsn-com.ezproxy.mmu.ac.uk/content/board_viewer/#/65764/page/1 [Accessed on 16th Feb, 2019]

This report was more about personalisation in products. However it gave some good insight into how individual fashion began. Facts like, “In 2015, 45% of shoppers spent money on personalising a product or experience, showing a lean towards an all-about-me sentiment among consumers” (WGSN, 2016), tell us a lot about how the consumer attitude has shifted.

53

Individualism Zagor, N. (2018). Consumer Insight: Information Overload. WGSN. [online] Available at: https://www-wgsn-com.ezproxy. mmu.ac.uk/content/board_viewer/#/79175/page/6 [Accessed 21 Nov. 2018].

One page from this report was extremely useful. Zagor (2018) explained how hype has created a uniform in fashion, with brands as Supreme no longer for subcultes but for everyone. On the flip side, he explains how we are able to research more and it is easier for us to see more avant-garde styles and shapes, making some people more likely to experiment.

Style.com Fashion Shows Anna Wintour on the Rise of Individuality - Fall 2015 Milan and Paris Highlights https://www.msn.com/en-us/health/healthtrending/stylecom-fashion-shows-anna-wintour-on-the-rise-of-individualityfall-2015-milan-and-paris-highlights/vi-AA9QyGO

In this video Anna Wintour talks about how there has been a rise in individuality and that designers are staying within their own vocabulary. She goes onto say that there were no trends in A/W 15, it was more about expressing who the brand was and the style that they stand for. There were no trends in terms of length or shape, it was all about expressing themselves.

54

The Design Studio Interview I wanted to conduct an interview with a less well known brand that off er individual styled clothing. Each time a fanzine is published it will include an interview with a brand like this. I want to inspire people to look outside of the box when purchasing things. For the fi rst brand I decided to go with The Design Studio, they sell hand made, one off , faux fur jackets and accessories. I thought this brand would be perfect for my target audience as they are ethical and one off .

For the questions, I wanted to fi nd out what Lettie (co owner of The Design Studio) thought of individuality and how their idea came about. I asked the following...

1) How did you come up with the idea of the brand, especially selling one off pieces?

2) Who do you imagine to wear the pieces you design?

3) What is the age range that shop at The Design Studio and what age range is the most popular?

4) Do you think Instagram was a helpful tool for starting up the business?

5) Do you think the rise of individuality has helped you to become successful?

55

Lettie’s replies were really useful, they fitted in perfectly with what I wanted to say to the readers of my fanzine.

How did you come up with the idea of the brand, especially selling one off pieces?

I have always loved clothing and my Mum has always encouraged me to be my own person which is where the idea of ‘one-off’ pieces came about. In today’s society, fast fashion is everywhere and many people wear the same stuff with the same style. With TDS, you can really be yourself and have something which is truly yours which is really special. We hand make everything too, so our designs are ethically created and bespoke.

Who do you imagine to wear the pieces you design?

I imagine any women, any age, wanting something unique and timeless. A lot of our clients are very fashion conscious and are always on the look out for new ideas and I think that’s what TDS certainly attracts. Cool, wearable, on trend pieces that will last.

What is the age range that shop at The Design Studio and what age range is the most popular?

In Belgium, we were providing designs to customers as young as 14! They don’t have school uniform there and are a very fashion conscious country. But I would say from 18 +. I work with my Mum, so the age-range is quite large. I think 22+ is the most popular. our designs are more high-end so it tends to be clients who can afford to invest in such items.

Do you think Instagram was a helpful tool for starting up the business?

I do yes, that’s how TDS was born really by sharing our designs and design process through the platform and only selling exclusively via that! We used Instagram as a shop front as we didn’t have a store or an actual website. It just took off straight away on Instagram which was amazing.

Do you think the rise of individuality has helped you to become successful?

I think so yes! I think it’s important to be exclusive but inclusive. We have many people with different body shapes come to us as they love our brand and we can work with them and the body to create something they love. I think it’s really important not to lose your identity and that’s something that fashion lets you do as it is so experimental and diverse.

56

“Jazzelle Zanaughtti: the Chameleon of Style” Asos and Jazzelle Zanaughtti collaborate on new campaign dramatising limitless selfexpression https://www.itsnicethat.com/news/asos-jazzelle-zanaughtti-new-campaign-advertising-240918

This article discusses the collaboration between ASOS and Jazzelle Zanaughtti, it explains how she is always changing her style and discusses her motton, “my style is never done.”

jazzelle: the model who changed the game https://i-d.vice.com/en_uk/article/a3yn9k/jazzelle-zanaughtti-the-new-fashion-rebels-issue

This article discusses how Jazzelle Zanaughtti rose to fame, it also includes more quotes from her and how she came about her individual style. She was fed up of her life so had a “Britney moment” and chopped it all off to start a brand new life, I found this part especially interesting

57

UglyWorldWide: Pioneering the Rise of Individualism and Ugly https://fashionindustrybroadcast.com/2018/08/15/uglyworldwide-pioneering-the-rise-of-individualism-and-ugly/

I’ve used this article again to talk about Jazzelle Zanaughtti, it explains how she is the model leading the way for individualism and ugly, therefore being a perfect person to talk about in the fanzine.

58

I

nspiration

59

I looked at some design inspiration for the pages to gain some inspiration before starting. I really like the design I have been doing throughout VP1 and VP2 and so I looked for inspiration that is similar to this. I also placed an updated colour scheme in. originally I had gone for fairly bright colours but I want to change them into pastel tones.

PANTONE 1365 C

PANTONE 100 C

PANTONE 351 C

PANTONE 7465 C

PANTONE 3577 C

PANTONE 3543 C

PANTONE 3527 C

PANTONE 3595 C

60

Figure 83: Inspiration 10

Figure 82: Inspiration 9

Figure 81: Inspiration 8

Figure 80: Inspiration 7

Figure 79: Inspiration 6

Figure 78: Inspiration 5

Figure 77: Inspiration 4

Figure 76: Inspiration 3

Figure 75: Inspiration 2

Figure 74: Inspiration 1

T

ypography

61

I need to test out different styles of typography to see which will look best within my fanzine. I want two styles, one more typewriter like so it looks like its been typed, secondly, one that looks like its been handwritten. The typewriter style will be used in the main body of the text and the handwritten style will be used for titles and words that might need to stand out.

1.

ABC abc

2.

ABC abc

3.

ABC abc

3. I think the type is too long and narrow, and again doesn’t make it look hand made enough.

4.

ABC abc

4. I think the type needs serif’s on to look typed and handmade.

5. ABC abc 6.

ABC abc

7.

ABC abc

8.

ABC abc

9.

ABC abc

1. Is the type I have been using throughout this project and I think it works really well. I also like the serif.

2. Seems too title like and elegant, I want something a bit more hand made looking.

5. This is too hard to read for a title font.

6. I really like this paint brush affect one.

7. This is my favourite handwritten type. It looks like it has been done with a marker pen. I also like that it is not perfect.

8. This is too elegant looking and doesn’t fit with the fanzine look.

9. This one I like aswell but for me it doesn’t stand out as much as 7.

62

F

ront page

The front cover of a fanzine is really important, it’s the first thing the consumer will see so it needs to be eye catching and stand out from the rest. For this reason I didn’t want to do an ordinary photo and title. I wanted to create a pattern that would stand for the brand and be eye catching. I tested a couple of different colour ranges with the pattern I created and made different boards for each to see which one I prefered.

63

Figure 84: Pattern 1

Figure 85: Pattern 2

My favourite is the top pattern. I think the colours work better on this one and also the boarders and more exciting and add something extra to it. The bottom one is too straight lined and I think the orange is too bold beneath.

64

B 65

inding

In VP1 I tried out three types of binding. However, I think it will be too expensive to do all three. So I carried out a survey with my two favourtie types of binding for this project, to see what people within the age group wanted and if they would want a choice (see images to the right for my selected two).

Figure 86: Staple saddle stitch bind

Figure 88: Fold out fanzine

Figure 87: Staple saddle stitch bind (2)

66

1. Which binding do you prefer (booklet or foldout) and why?

“I prefer the booklet style binding as it is easier to follow and read the contents. However, the foldout, despite being less clear is unique and individual.”

“Booklet as it is easier to understand.”

“The foldout, I prefer this one due to the unique design, as well as being able to see everything at once, rather than flicking through.”

“I prefer the booklet, I would find it easier to read.”

“Foldout - the foldout bits are intriguing and I think people would be interested to see what is underneath.”

“Even though the foldout is very visually stimulating. I prefer the booklet style as it is easier to read the information. The booklet style still uses the same ‘eye-catching’ colour scheme as the foldout so it is still appealing to the reader.”

“I love the foldout style, it is something I have never seen before and fits really well with the theme of invdividuality.”

2. Do you like the idea of having the option to choose when purchasing between the two?

“Yes that would be a good idea.”

“Yes good idea to show individuality.”

“Yes I think this is a great idea, as everyone is different and will have individual preferences.”

“Yes - variety is the spice of life.”

“I personally don’t see the need for more than one unless you offer a wide selection.

Waste of resources.”

“I believe it is a good idea to have options as different people will prefer the different styles. However, I think people are more likely to purchase the foldout becasue it is more interactive, rather than considering the content inside.”

“Yes, this idea really fits with the theme and will make more people purchase the fanzine.”

67

3. Would you be happy to pay the same price for either fanzine?

“Yes, as long as the information/ content was the same I wouldn’t mind.”

“Yeh, I’d pay the same for both.”

“I would be happy to pay the same price, although I would be happy to pay more for the foldout due to it’s design.”

“Yes I don’t think there would be much difference in cost to produce, so wouldn’t expect any different.”

“Yes but would prefer the foldout.”

“I have no issue paying the same price for either, however, I feel like the booklet is more value for money as I would be more likely to read/look at the booklet style again.”

“For sure, yes. I don’t think you could get as much in the foldout one but appreciate that it would take more to create it.”

These answers really help me in deciding where I go from here.

Each person I asked had there own opinion on which booklet they liked the best, this means that selling the two and giving the option of letting the customers choose might even mean I create more sales. As there is something for everyone.

Everyone, except one person, said they like the idea of allowing customers to choose which is a real positive and makes me want to do both.

Finally, most people said they would be willing to pay the same. This is something I wanted to ask as I am not able to fit all the contents in the foldout one as it is much smaller.

Howver the last quote states that they know it is a lot more work and so they are fine with that.

68

F

old out scale

69

In VP1 I created the fold out fanzine to be a square, however, for VP2 I had more information to put in and so struggled fi tting it in at this shape, created on an A3 document.

Figure 89: Fold out fanzine - VP1 document

I thought I would make it an A5 size booklet that folds out, which needed to fi t on an A2.

I was really pleased with this, but, I then couldn’t fi nd anywhere to print it that big. So I had to go back to an A3 page. I tried just scaling down my A2 design and then printed a 1:1 to check the sizeing of the type and images were ok. I was really pleased of the size everything came out, I thought it would be too small. So I have kept this scaled down version.

Figure 90: Fold out fanzine - VP2 document

70

W

ebsite Design

My third output is the website, so I wanted to look at websites already out there for inspiration. I really like the use of colour in the ones I selected. I want to carry the brand image across, so a minimal design but with splashes of colour.

71

Figure 92: Website inspiration 2

Figure 91: Website inspiration 1

Figure 93: Website inspiration 3

Figure 94: Website inspiration 4

Figure 95: Website inspiration 5

72

W

ebsite Trials

I did a few trials of my website on different pages and screen shotted them so I could see with fresh eyes which one looked best.

Website: https://higginsclemmy.wixsite.com/yourself

73

Figure 96: Website development 1 Figure 97: Website development 2

This one I thought was too plain, it needed something more to add to it.

I really like this one, I think the brush strokes have made the website look more like ‘Yourself’s’ website.

74

Figure 98: Website development 3 Figure 99: Website development 4

I tried a couple of diff erent colours for the background, however, like before, I thought it looked too plain.

So, I tried using the cover pattern I made for the fanzines, I think this ties everything together really well.

75

Figure 100: Website development 5 Figure 101: Website development 6

On the fanzine page, I was stuck, i wanted to add the same pattern so it was all coherent but I thought this looked too busy.

So I added a white box behind it. This still allows the audience to see the pattern but it doesn’t look too much.

76

D

eliverables

I am really pleased with how my deliverables turned out. I think they have been finished to a professional standard and all really merge well together and fit into my brand.

The fit well with my theme of individuality and my consumer - Gen Z. Everything inside the fanzines are things that Gen Z would want to see from the style icons to the brands included.

Also, everything inside is related in some way to individuality.

77

Figure 102: Final website

Figure 103: Final fanzines

78

79

P

roject B plan

80

Objectives The objectives of this project are to raise awareness for the brand, which will lead to increased profits and to change attitudes and behaviour towards individuality. We want people to be excepting of each other for who they are and how they style themselves.

Activity Rationale Identification

81

and

Events “End of Ownership” (Amed and Berg, 2018: 39) contains some useful information that has helped me to come up with this idea.“The lifespan of fashion products is being stretched as pre-owned, refurbished, repaired and rental business models continue to evolve” (Amed and Berg, 2018: 39). The younger generations, including Gen Z, desires affordability and variety but care deeply about sustainability. The average person purchases 60% more articles of clothing than anyone did previously, 15 years ago. Clothes are considered ‘old’ after only being worn once or twice and many people think it is a fashion faux-pas to be seen or photographed in the same outfit twice (Amed and Berg, 2018: 39). Amed and Berg (2018, 39) conclude that the younger people of today crave

newness, however, are more interested in purchasing sustainable clothing than older generations. That is why refurbishment, rental and resale are perfect for the new consumer, they lengthen a products lifecycle, however, still offer that newness the consumer wants. It is predicted that the resale market could become way bigger than fast fashion in the next ten years (Amed and Berg, 2018: 39).

In the BoF McKinsey, State of Fashion survey it came out that 44% of participants thought that in 2019 preowned business models will become more relevant. Whilst only 22% thought they would become less relevant. With all this information I think it would be good to include a re-sale event within my brand.

From all this information I have decided to hold clothes swapping events (swishing). It ties in perfectly with what my target market wants. “Swishing is the easy way to update your wardrobe! It’s guilt free shopping with no cost to your wallet and great for the environment. Swishing works like a giant clothes swap: you bring items you no longer wear and exchange them for something new-to-you!” (West London Waste, 2019).

With the average household owning £4,000 of clothing, but only 30% of this clothing being worn its time to make a change (West London Waste, 2019). By swapping clothes instead of buying new items it helps to gain back some of the value. A long with this it is a lot better for the environment.

Textiles add up to 3% of an average household bin in The United Kingdom (West London Waste, 2019), with swishing this can create change to these issues.

SWOT for Events

Strengths Fits perfectly with my target market, Gen Z. It is set to gain more popularity in 2019, meaning a lot of people will be interesting in participating.

Swishing is sustainable.

Allows people to explore their identity’s by trying clothes they may not usually wear for next to nothing.

Will create a buzz are ‘Yourself’

Weaknesses It doesn’t directly link to individuality, however, the consumers interested in swishing would also be the consumers interested in individuality.

Might be difficult to create this event on a low budget.

Opportunities Would be able to use the Universities facilities, including, The Cube and the billboard to advertise the event.

I would be able to get a lot of interest from students as they would be my target market.

I could sell the fanzine at the event.

Threats As popularity of these events occurs, more competition could emerge.

People could bring poor quality clothes bringing the standard of the evening down (would need to find a way to do some quality control before).

From this we can see that it is a worthwhile idea, there are many opportunities within the idea, such as selling the fanzine at the event and making use of the facilities at the university.

82

Social Media Gen Z are digitally native and enjoy visual communication. They value collaboration, creation and authenticity online (WGSN, 2017). Gen Z use 5 screens: a tablet, TV, laptop, mobile phone and apple watch (WGSN, 2017).

With 91% of all of Gen Z owning smartphones and 80% of that 91% accessing social media (Mintel, 2018) we can start to see how popular social media is for Gen Z. Out of all social media platforms YouTube is the most popular with 84% accessing it weekly, whilst in second place is Instagram with 71% accessing it weekly (Mintel, 2018). Although YouTube is top of this Sehl (2018) claim that 45% of teens use Instagram to discover new brands. As a start up this is really important. It shows the importance of the platform and getting the posts just right. Another interesting fact raised by Sehl (2018) is that Gen Z have around an 8 second attention span. This can help direct us with content useful for Gen Z. It needs to be short and impactful.

With all this information we can see its clear the social media is a perfect way to target Gen Z, in particular Instagram. As a start up it is a way for people to find the brand through shares and interesting posts.

83

SWOT for Instagram

Strengths It would allow us to share even more content Big audience reach Can use hashtags to reach to a further audience Engage with audience without trying to sell them anything, just get them interested in the brand The audience can share our posts – further reach

Weaknesses Difficult to get people from Instagram to your website

Opportunities Can use influencers to endorse our brand Ads on story’s and in the news feed Scheduling posts via other apps, so we don’t need to constantly be updating out feed

Threats Competitive - loads of start ups are doing the same thing. We need to stand out from the crowd It is easy to be invisible

Again, after this we can see it is a worthwhile idea. We can reach a huge amount of people and there aren’t many negatives to it. We just need to post exciting content that wont get lost in the crowd.

84

Budget Event As a start up we don’t want to be spending loads, these events will mainly be for tapping into our target market and widening our following. The venue hire would be free as we would be able to use the university. Also the clothes would be free as everyone bring their own. We would then need to look into the cost of rails, tables, hangers and advertising posters.

Item

Quantity

Price (£)

Total (£)

Venue

1

-

Provided by University

Rails

6

7

42

Tables

4

-

Provided by University

Hangers

30

1.25 ( for 10)

37.50

Posters to print

15

0.59

8.85

Total Spend: £88.35

Instagram Again, as a start up we don’t want to spend a lot on Instagram. When thinking about advertisements these can be very useful for start ups, on average a CPC (cost per click) is $0.70 (Johnson, 2018), which is around £0.50. It would be hard to estimate how many clicks we would receive. We could also look into Hootsuite, which is a server that lets you time your posts, give you key performance metrics and would allow us to add an ad spend limit per month. This plan is £25 per month (Hootsuite, n.d.). Our budget will be £50 a month for Instagram in total.

Schedule Activity Collect images for Instagram Luanch Instagram Create posters for print and digital use Organise venue Organise furniture Create invite list Event

March

April

May

03.05.19

Resources Allocation As it is a small start up for the moment I will be doing all the work, running and launching the Instagram as well as organising and holding the event.

85

Supplier MU Print

Furniture for event

Venue

Stakeholder Tutors

How Email and face to face

Communication

Why For any queries etc. I will be able to email the printers, however, I would like to talk face to face when actually handing over the posters so I can make it clear exactly what I want.

Website and I will use the website to browse around for in store the best price for hangers and rails. When it comes to purchasing I want to go in store so I can check the quality. It will also cut delivery costs.

Email and I will be able to discuss the hiring of a with tutor room or the cube with my tutors, they will then be able to give me an email address for the correct person I need to contact.

How One to one tutorials and email

Communication with Stakeholder Why They will be able to give me guidance and help with any query’s.

Depending on what the problem is I can email or book a one to one.

Contingency Plan What could go wrong How to solve it Loose all images Back them up on a hard drive Printers print the posters wrong. Print the posters with plenty of time to spare.

The university doesn’t allow me to Contact other venues in the use a room for my event northern quarter Don’t have enough hangers or I will have tables there as well so rails for the event anything that can’t fit on the rails will go on tables.

People don’t turn up to the event I will make all my friends come to the event and bring clothes with them and use word of mouth People bring poor standard I will have people volunteering at clothing the event who will check clothing before putting it out.

86

Bibliography Amed, I. and Berg, A. (2018). Getting Woke. The State of Fashion 2019, p.39-45. [online] [Accessed 16 Jan 2019] https://moodle.mmu.ac.uk/pluginfile.php/3238079/mod_resource/content/3/The_State_of_Fashion_2019.pdf CIA World Fact Book (2018) Europe: United Kingdom. [Online] [Accessed on 19th Jan, 2019] https://www.cia.gov/library/publications/the-world-factbook/geos/uk.html Costello, C (2018) The growth of 5G and the move to mobility – the tech trends that are going to take the world by storm in 2019. Business Matters [Online] [Accessed on 19th Jan, 2019] https://www.bmmagazine.co.uk/tech/the-growth-of-5g-and-the-move-to-mobility-thetech-trends-that-are-going-to-take-the-world-by-storm-in-2019/ David, J. (2019) PESTEL analysis of the UK. How and What [Online] [Accessed on 19th Jan, 2019] https://www.howandwhat.net/pestel-analysis-uk/ Gov.uk (2018) Rates and allowances: Corporation Tax. [Online] [Accessed on 19th Jan, 2019] https://www.gov.uk/government/publications/rates-and-allowances-corporation-tax/ rates-and-allowances-corporation-tax Hootsuite (n.d.) Plans. [Online] [Accessed on 14th March, 2019], https://hootsuite.com/engb/plans Iqbal, N. (2018). Generation Z: ‘We have more to do than drink and take drugs’. The Guardian. [online] [Accessed 11 Nov. 2018] https://www.theguardian.com/society/2018/jul/21/ generation-z-has-different-attitudes-says-a-new-report Johnson, T. (2018) Instagram Ads Cost: The Complete Budgeting Guide for 2019. CPC Strategy. [Online] [Accessed on 14th March, 2019], https://www.cpcstrategy.com/blog/2018/08/ instagram-ads-cost/ Linsdell, E. (2018) UglyWorldWide: Pioneering the Rise of Individualism and Ugly. Fashion Industry Broadcast. [Online] [Accessed on 14th Feb, 2019] https://fashionindustrybroadcast.com/2018/08/15/uglyworldwide-pioneering-the-rise-of-individualism-and-ugly/ Mak, P. (2016) The Rise of Gen Z and What It Means for The Fashion World. Huffington Post. [Online] [Accessed on 14th Feb, 2019] https://www.huffingtonpost.ca/2016/05/30/ gen-z-fashion_n_10209778.html Mintel (2011). Media Content On the Go - UK - September 2011. Mintel. [Online] [Accessed 19 18 Jan. 2019] http://academic.mintel.com.ezproxy.mmu.ac.uk/display/595069/?highlight Mintel (2018) Technology Habits of Generation Z – UK – September 2018. [Online] [Accessed on 14th March, 2019], http://academic.mintel.com.ezproxy.mmu.ac.uk/display/913728/ Mintel. (2018a). Lifestyle of Generation Z. [online] [Accessed 18 Jan. 2019] https://data-mintel-com.ezproxy.mmu.ac.uk/databook/859371/#Q6 Mintel. (2018b). Technology Habits of Generation Z. [online] [Accessed 18 Jan. 2019] http://academic.mintel.com.ezproxy.mmu.ac.uk/display/913752/?highlight#hit1 87

Monaghan, M. (2019) UK inflation falls to lowest level in two years. The Guardian [Online] [Accessed on 19th Jan, 2019] https://www.theguardian.com/business/2019/jan/16/uk-inflation-falls-to-lowest-level-in-two-years Office of National Statistics (2018) Effects of taxes and benefits on UK household income – flash estimate: financial year ending 2018. [Online] [Accessed on 19th Jan, 2019] https:// www.ons.gov.uk/peoplepopulationandcommunity/personalandhouseholdfinances/incomeandwealth/bulletins/nowcastinghouseholdincomeintheuk/financialyearending2018 Office of National Statistics (2018) UK Labour Market 2018. [Online] [Accessed on 19th Jan, 2019] https://www.ons.gov.uk/employmentandlabourmarket/peopleinwork/employmentandemployeetypes/bulletins/uklabourmarket/december2018 Ong, J. (2018) Asos and Jazzelle Zanaughtti collaborate on new campaign dramatizing limitless self-expression. [Online] [Accessed on 25th Feb, 2019] https://www.itsnicethat.com/ news/asos-jazzelle-zanaughtti-new-campaign-advertising-240918 Owen, S. (2018). The Gen Z Equation. WGSN, pp.10 - 32. [online] [Accessed 16 Jan. 2019] https://www.wgsn.com/assets/marketing/toprightbox_assets/images/Gen_Z_Equation.pdf Petter, O. (2018) Number of Vegans in UK soars to 3.5 million survey finds. The Independent [Online] [Accessed on 19th Jan, 2019] https://www.independent.co.uk/life-style/ food-and-drink/vegans-uk-rise-popularity-plant-based-diets-veganism-figures-survey-compare-the-market-a8286471.html Pike, H. (2016). Tapping Generation Z. The Business of Fashion. [online] [Accessed 26 Oct. 2018]. https://www.businessoffashion.com/articles/intelligence/tapping-generation-z Pollack, S. (2013). ‘IGen’ touchy, tricky demographic. Los Angeles Business Journal, 35(28), p.40. [online] [Accessed 26 Oct. 2018] Porter, M. E. (1985) The Competitive Advantage: Creating and Sustaining Superior Performance. NY: Free Press Schulten, K. (2018). Gen Z, IGen, Millennials: A Lesson Plan on How This Generation Has Been Characterized and Why That Matters. Nytimes.com. [online] [Accessed 26 Oct. 2018]. https://www.nytimes.com/2018/09/05/learning/lesson-plans/gen-z-igen-memennials-a-lesson-plan-on-how-this-generation-has-been-characterized-and-why-that-matters.html Sehl, K. (2018) Everything Social Marketers Need to Know About Generation Z. Hootsuite.

[Online] [Accessed on 13th Mar, 2019] https://blog.hootsuite.com/generation-z-statistics-social-marketers/ Statista (2019) United Kingdom: Real gross domestic product (GDP) growth rate from 2012 to 2022 (compared to the previous year). [Online] [Accessed on 19th Jan, 2019] https://www.statista.com/statistics/263613/gross-domestic-product-gdp-growth-rate-inthe-united-kingdom/ Taylor, M. (2019) Climate strike: school pupils prepare to walk out of class across UK. The Guardian. [Online] https://www.theguardian.com/environment/2019/feb/15/uk-climatechange-strike-school-pupils-children-environment-protest Walker, A. (2019) Half of universities in England have fewer than 5% poor white students.

The Guardian [Online] [Accessed on 15th Feb, 2019] https://www.theguardian.com/education/2019/feb/14/half-of-universities-england-have-fewer-than-5-poor-white-students

88

Wallop, H. (2014) Gen Z, Gen Y, baby boomers – a guide to the generations. The Telegraph. [Online] [Accessed on 12th Mar, 2019] https://www.telegraph.co.uk/news/features/11002767/Gen-Z-Gen-Y-baby-boomers-a-guide-to-the-generations.Html West London Waste (2019) What is Swishing. [Online] [Accesses on 24th Jan, 2019] http:// www.getswishing.com/ WGSN (2016) marketing to Generation Z. [Online] [Accessed on 14th March, 2019], https://www-wgsn-com.ezproxy.mmu.ac.uk/content/board_viewer/#/67056/page/1 WGSN. (2016). Extreme Individualism. [online] [Accessed on 16th Feb, 2019] https://wwwwgsn-com.ezproxy.mmu.ac.uk/content/board_viewer/#/65764/page/1 Wheeler, A. (2018) Jazzelle: the model who changed the game. I-D [Online] [Accessed on 25th Feb, 2019] https://i-d.vice.com/en_uk/article/a3yn9k/jazzelle-zanaughtti-the-newfashion-rebels-issue Wintour, A. (2015) Style.com Fashion Shows – Anna Wintour on the Rise of Individuality – Fall 2015 Milan and Paris Highlights. Style.com [Online] [Accessed 14th Feb, 2019] https:// www.msn.com/en-us/health/healthtrending/stylecom-fashion-shows-anna-wintour-on-therise-of-individuality-fall-2015-milan-and-paris-highlights/vi-AA9QyGO XE Corporation (2019) XE Live Exchange Rates. [Online] [Accessed on 19th Jan, 2019] https://www.xe.com/ Zagor, N. (2018). Consumer Insight: Information Overload. WGSN. [online] [Accessed 21 Nov. 2018] Available at: https://www-wgsn-com.ezproxy.mmu.ac.uk/content/board_viewer/#/79175/page/6

89

List of Illustrations Figure 1: ASOS (2017) Gen Z, WGSN, [Online Image] [Accessed on Jan 6th, 2019], https:// www-wgsn-com.ezproxy.mmu.ac.uk/content/board_viewer/#/75086/page/3 Figure 2: WGSN (2016) Gen Z on Phone, WGSN, [Online image] [22nd Nov, 2018], https:// www-wgsn-com.ezproxy.mmu.ac.uk/content/board_viewer/#/67056/page/1 Figure 3: Dazed (2018) Jazzelle Zanaughtti, Dazed, [Online image] [Accessed on Jan 8th, 2019], https://www.dazeddigital.com/community/article/42685/1/uglyworldwide-jazelle-zanaughtti Figure 4: Gen Z Equation (2018) Natural Gen Z, WGSN, [Online image] [Accessed on Jan 8th, 2019], https://www.wgsn.com/assets/marketing/toprightbox_assets/images/Gen_Z_ Equation.pdf Figure 5: WGSN (2016) Be The Change, WGSN, [Online image] [22nd Nov, 2018], https:// www-wgsn-com.ezproxy.mmu.ac.uk/content/board_viewer/#/67056/page/1 Figure 6: Kylie Jenner (2018) Instagram, Splendid, [Online image] [22nd Nov, 2018], http://www.splendidcomms.com/2018/05/post-kylie-jenners-instagram-now-worth1m-08-05-2018/ Figure 7: Gen Z Equation (2018) Gen Z Beauty, WGSN, [Online image] [Accessed on Jan 8th, 2019], https://www.wgsn.com/assets/marketing/toprightbox_assets/images/Gen_Z_ Equation.pdf Figure 8: Gen Z Equation (2018) Selfie, WGSN, [Online image] [Accessed on Jan 8th, 2019], https://www.wgsn.com/assets/marketing/toprightbox_assets/images/Gen_Z_Equation.pdf Figure 9: Japan Times (2014) Protest, Japan Times, [Online image] [Accessed on Jan 8th, 2019], https://www.japantimes.co.jp/news/2014/12/06/world/crime-legal-world/new-yorkpolice-say-chokehold-victim-complicit-in-own-death/ Figure 10: Preparing for a Gen Z Workforce (2017) Ideas, WGSN, [Online image] [Accessed on Jan 8th, 2019], https://www-wgsn-com.ezproxy.mmu.ac.uk/content/board_viewer/#/75591/page/4 Figure 11: Japanese Gen Z (2017) Japanese Style, WGSN, [Online image] [Accessed on Jan 8th, 2019], https://www-wgsn-com.ezproxy.mmu.ac.uk/content/board_viewer/#/72998/ page/1 Figure 12: Gen Z Equation (2018) I Voted for Her, WGSN, [Online image] [Accessed on Jan 8th, 2019], https://www.wgsn.com/assets/marketing/toprightbox_assets/images/Gen_Z_ Equation.pdf Figure 13: WGSN (2016) Mobile Images, WGSN, [Online image] [22nd Nov, 2018], https:// www-wgsn-com.ezproxy.mmu.ac.uk/content/board_viewer/#/67056/page/1 Figure 14: Gigi Hadid (2018) The Hadid’s, Twitter, [Online Image] [Accessed on Jan 8th, 2019], https://twitter.com/hadid__gigi/status/1023146849719468032 90

Figure 15: Kiernam Shipka (n.d.) #foodporn, Pinterest, [Online Image] [Accessed on Jan 8th, 2019], https://www.pinterest.ru/pin/60869032438341603/?lp=true Figure 16: Instagram (2017) Instagram Logo, [Online Image] [Accessed on Jan 8th, 2019], https://www.iconfinder.com/icons/1620007/color_instagram_instagram_new_design_logo_ social_media_icon Figure 17: Clementine Higgins (2018) VP1 “Be Yourself” front cover, Manchester Figure 18: Karl Lagerfeld (2012) Chanel’s Little Black Jacket, Saatchi Gallery [Online image] [Accessed on 13th Nov, 2018], https://www.pinterest.ca/pin/499547783640773693/ Figure 19: ASOS (2018) My Style is Never (1), ASOS, [Online Image] [Accessed on Jan 27th, 2019], https://www.asos.com/men/fashion-feed/2018_09_12-wed/explore-yourstyle-with-jazzelle/ Figure 20: ASOS (2018) My Style is Never (2), ASOS, [Online Image] [Accessed on Jan 27th, 2019], https://www.asos.com/men/fashion-feed/2018_09_12-wed/explore-your-stylewith-jazzelle/ Figure 21: ASOS (2018) My Style is Never (3), ASOS, [Online Image] [Accessed on Jan 27th, 2019], https://www.asos.com/men/fashion-feed/2018_09_12-wed/explore-yourstyle-with-jazzelle/ Figure 22: ASOS (2018) My Style is Never (4), ASOS, [Online Image] [Accessed on Jan 27th, 2019], https://www.asos.com/men/fashion-feed/2018_09_12-wed/explore-yourstyle-with-jazzelle/ Figure 23: River Island (2018) Labels are for clothes, River Island, [Online Image] [Accessed on Jan 29th, 2019], https://www.riverisland.com/ss-campaign#secondPage Figure 24: Clementine Higgins (2018) VP1 Work, Manchester Metropolitan University Figure 25: Clementine Higgins (2018) VP1 Work (2), Manchester Metropolitan Figure 26: Lily Brown (n.d.) Urban: freckles, Lily Brown, [Online Image] [Accessed on Feb 1st, 2019], http://www.lilybrownphotography.com/2555982-emily-bador#18 Figure 27: Dennis Deijnhouwer (n.d.) Urban: tracksuit, Dennis Deijnhouwer, [Online Image] [Accessed on Feb 1st, 2019], http://www.dennisduijnhouwer.com/play/gabber/ Figure 28: Vicky Grout (2016) Urban: Reebok, Dazed Digital, [Online Image] [Accessed on Feb 1st, 2019], http://www.dazeddigital.com/fashion/gallery/22518/4/reebok-classicsvicky-grout Figure 29: Pause mag (2016) Urban: male, London, [Online Image] [Accessed on Feb 1st, 2019], https://pausemag.co.uk/2016/08/pause-editorial-boys-of-summer-2016-london/ Figure 30: Arcani Supremi (2019) Urban: smoking, Arcani Supremi, [Online Image] [Accessed on Feb 1st, 2019], https://voxcalantisindeserto.blogspot.com/2019/01/top-fashiontrends-for-teens-and-young.html?m=1 91

Figure 31: Pinterest (n.d.) Urban: Orange, Pinterest, [Online Image] [Accessed on Feb 1st, 2019], https://www.pinterest.co.uk/pin/348254983683297384/ Figure 32: Design Boom (2017) Urban: landscape, Design Boom, [Online Image] [Accessed on Feb 1st, 2019], https://www.designboom.com/art/clemens-gritl-a-future-city-from-thepast-05-24-2017/ Figure 33: Pinterest (n.d.) Bohemian: Group of friends, Pinterest, [Online Image] [Accessed on Feb 6th, 2019], https://www.pinterest.co.uk/pin/647462883907119581/?lp=true Figure 34: Pinterest (n.d.) Bohemian: orange, Pinterest, [Online Image] [Accessed on Feb 6th, 2019], https://www.pinterest.co.uk/pin/825425437931209256/?lp=true Figure 35: Pinterest (n.d.) Bohemian: girl leaving, Pinterest, [Online Image] [Accessed on Feb 6th, 2019], https://www.pinterest.co.uk/pin/400468591861578511/ Figure 36: Pinterest (n.d.) Bohemian: hippie, Pinterest, [Online Image] [Accessed on Feb 6th, 2019], https://www.pinterest.co.uk/pin/400468591861578511/ Figure 37: Pinterest (n.d.) Going out out: lighting, Pinterest, [Online Image] [Accessed on Feb 7th, 2019], https://www.pinterest.co.uk/pin/455989531015911615/ Figure 38: Pinterest (n.d.) Going out out: backless dress, Pinterest, [Online Image] [Accessed on Feb 7th, 2019], https://www.pinterest.es/pin/655484920743993618/?lp=true Figure 39: DH Gate (n.d.) Going out out: rose gold, DH Gate, [Online Image] [Accessed on Feb 7th, 2019], https://es.dhgate.com/product/201women-solid-v-neck-long-sleeve-minidresses/424506636.html Figure 40: Pinterest (n.d.) Going out out: Emily Ratajkowski, Pinterest, [Online Image] [Accessed on Feb 7th, 2019], https://www.pinterest.co.uk/pin/423338433721180762/?lp=true Figure 42: Pinterest (n.d.) Rocker: sunglasses, Pinterest, [Online Image] [Accessed on Feb 11th, 2019], https://www.pinterest.co.uk/pin/746682813193556072/?lp=true Figure 43: Pinterest (n.d.) Rocker: eye makeup, Pinterest, [Online Image] [Accessed on Feb 11th, 2019], https://www.pinterest.co.uk/pin/336573772138229036/?lp=true Figure 44: Pinterest (n.d.) Rocker: beret, Pinterest, [Online Image] [Accessed on Feb 11th, 2019], https://www.pinterest.ru/pin/13510867607261801/?lp=true Figure 45: Pinterest (n.d.) Rocker: fishnets, Pinterest, [Online Image] [Accessed on Feb 11th, 2019], https://www.pinterest.jp/pin/486951778448682173/?lp=true Figure 46: Kaugmann, C. (2016) Power suit: red suit. WGSN. [Online Image] [Accessed on Feb 7th, 2019], https://www-wgsn-com.ezproxy.mmu.ac.uk/content/board_viewer/#/69765/page/5 Figure 47: Kaugmann, C. (2016) Power suit: grey suit. WGSN. [Online Image] [Accessed on Feb 7th, 2019], https://www-wgsn-com.ezproxy.mmu.ac.uk/content/board_viewer/#/69765/page/7 92

Figure 48: Kaugmann, C. (2016) Power suit: brown suit. WGSN. [Online Image] [Accessed on Feb 7th, 2019], https://www-wgsn-com.ezproxy.mmu.ac.uk/content/board_viewer/#/69765/page/4 Figure 49: WGSN (2018) Power suit: orange suit. WGSN. [Online Image] [Accessed on Feb 7th, 2019], https://www-wgsn-com.ezproxy.mmu.ac.uk/content/board_viewer/#/77591/ page/22 Figure 50: Kaugmann, C. (2016) Power suit: dark suit. WGSN. [Online Image] [Accessed on Feb 7th, 2019], https://www-wgsn-com.ezproxy.mmu.ac.uk/content/board_viewer/#/69765/page/4 Figure 51: Sinclair, R. (2017) Artsy: green crop top. WGSN. [Online Image] [Accessed on Feb 11th, 2019], https://www-wgsn-com.ezproxy.mmu.ac.uk/content/board_viewer/#/73106/page/1 Figure 52: Pinterest (n.d.) Artsy: platform. Pinterest. [Online Image] [Accessed on Feb 11th, 2019], https://www.pinterest.co.uk/pin/500532946079405804/?lp=true Figure 53: Pinterest (n.d.) Artsy: green wide leg. Pinterest. [Online Image] [Accessed on Feb 11th, 2019], https://www.pinterest.co.uk/wanlaya27/assets-street-style/?lp=true Figure 54: Sinclair, R. (2017) Artsy: orange. WGSN. [Online Image] [Accessed on Feb 11th, 2019], https://www-wgsn-com.ezproxy.mmu.ac.uk/content/board_viewer/#/73106/page/5 Figure 55: Bailey, E. (2017) Artsy: make up. WGSN. [Online Image] [Accessed on Feb 11th, 2019], https://www-wgsn-com.ezproxy.mmu.ac.uk/content/board_viewer/#/73623/page/1 Figure 56: Clementine Higgins (2019) Contact sheet 1. Manchester Metropolitan University.

Figure 57: Clementine Higgins (2019) Contact sheet 2. Manchester Metropolitan University.

Figure 58: Clementine Higgins (2019) Artsy. Manchester Metropolitan University.

Figure 59: Clementine Higgins (2019) Urban. Manchester Metropolitan University.

Figure 60: Clementine Higgins (2019) Going out out. Manchester Metropolitan University.

Figure 61: Clementine Higgins (2019) Rocker. Manchester Metropolitan University.

Figure 62: Clementine Higgins (2019) Power Suit. Manchester Metropolitan University.

Figure 63: Clementine Higgins (2019) Bohemian. Manchester Metropolitan University.

Figure 64: Clementine Higgins (2019) Illustration Development 1. Manchester Metropolitan University.

Figure 65: Clementine Higgins (2019) Illustration Development 2. Manchester Metropolitan University.

93

Figure 66: Clementine Higgins (2019) Illustration Development 3. Manchester Metropolitan University.

Figure 67: Clementine Higgins (2019) Illustration Development 4. Manchester Metropolitan University.

Figure 68: Clementine Higgins (2019) Illustration Development 5. Manchester Metropolitan University.

Figure 69: Clementine Higgins (2019) Illustration Development 6. Manchester Metropolitan University.

Figure 70: John Clang (n.d.) Reference picture. Pinterest. [Online] [Accessed on 19th February, 2019] https://www.pinterest.co.uk/pin/229965124707272813/ Figure 71: Clementine Higgins (2019) Collage 1. Manchester Metropolitan University.

Figure 72: Clementine Higgins (2019) Collage 2. Manchester Metropolitan University.

Figure 73: Clementine Higgins (2019) Collage 3. Manchester Metropolitan University.

Figure 74: Pinterest (n.d.) Inspiration 1. Pinterest. [Online] [Accessed on 21st February, 2019] https://ar.pinterest.com/pin/363806476144582173/?lp=true Figure 75: Pinterest (n.d.) Inspiration 2. Pinterest. [Online] [Accessed on 21st February, 2019] https://www.pinterest.co.uk/pin/510877151477481110/ Figure 76: Pinterest (n.d.) Inspiration 3. Pinterest. [Online] [Accessed on 21st February, 2019] https://www.pinterest.co.uk/pin/158259374385062432/ Figure 77: Pinterest (n.d.) Inspiration 4. Pinterest. [Online] [Accessed on 21st February, 2019] https://www.pinterest.co.uk/pin/382313455860550454/ Figure 78: Pinterest (n.d.) Inspiration 5. Pinterest. [Online] [Accessed on 21st February, 2019] https://www.google.com/imgres?imgurl=https://i.pinimg.com/564x/e3/70/cd/e370cda4dde1518660b26a7578445b8e--layout-editorial-design-editorial.jpg&imgrefurl=https:// www.pinterest.com/magnussternegar/&h=409&w=564&tbnid=6LO6z7eF7CsI0M&tbnh=191&tbnw=264&usg=K_9qdpZeKleKIyjk3CGQr_oJIeqO8=&hl=en-GB&docid=nG__4L0GObzmNM&itg=1 Figure 79: Brown, H. (2015) Inspiration 6. Hype Beast. [Online] [Accessed on 21st February, 2019] https://hypebeast.com/2015/3/brick-magazne-issue-1 Figure 80: Pinterest (n.d.) Inspiration 7. Pinterest. [Online] [Accessed on 21st February, 2019] https://www.pinterest.co.uk/pin/252623860324355954/?lp=true Figure 81: Pinterest (n.d.) Inspiration 8. Pinterest. [Online] [Accessed on 21st February, 2019] https://www.pinterest.co.uk/pin/483925922454020525/ Figure 82: Pinterest (n.d.) Inspiration 9. Pinterest. [Online] [Accessed on 21st February, 2019] https://www.pinterest.co.uk/pin/317292736245062438/ 94

Figure 83: Pinterest (n.d.) Inspiration 10. Pinterest. [Online] [Accessed on 21st February, 2019] https://www.pinterest.co.uk/pin/158259374385067213/ Figure 84: Clementine Higgins (2019) Pattern 1. Manchester Metropolitan University.

Figure 85: Clementine Higgins (2019) Pattern 2. Manchester Metropolitan University.

Figure 86: Clementine Higgins (2018) Staple saddle stitch bind. Manchester Metropolitan University.

Figure 87: Clementine Higgins (2018) Staple saddle stitch bind (2). Manchester Metropolitan University.

Figure 88: Clementine Higgins (2018) Fold out fanzine. Manchester Metropolitan University.

Figure 89: Clementine Higgins (2018) Fold out fanzine – VP1 document. Manchester Metropolitan University.

Figure 90: Clementine Higgins (2018) Fold out fanzine – VP2 document. Manchester Metropolitan University.

Figure 91: Pinterest (n.d.) Website inspiration 1. Pinterest. [Online image] [Accessed on 4th March, 2019] https://www.pinterest.co.uk/pin/118360296437638495/?lp=true Figure 92: Pinterest (n.d.) Website inspiration 2. Pinterest. [Online image] [Accessed on 4th March, 2019] https://www.pinterest.es/pin/303570831131615935/?lp=true Figure 93: Pinterest (n.d.) Website inspiration 3. Pinterest. [Online image] [Accessed on 4th March, 2019] https://www.pinterest.co.uk/pin/774900679614394769/ Figure 94: Pinterest (n.d.) Website inspiration 4. Pinterest. [Online image] [Accessed on 4th March, 2019] https://www.pinterest.co.uk/pin/452189618833653271/ Figure 95: Pinterest (n.d.) Website inspiration 5. Pinterest. [Online image] [Accessed on 4th March, 2019] https://www.pinterest.co.uk/pin/606930487257596398/?lp=true Figure 96: Clementine Higgins (2019) Website Development 1. Manchester Metropolitan University.

Figure 97: Clementine Higgins (2019) Website Development 2. Manchester Metropolitan University.

Figure 98: Clementine Higgins (2019) Website Development 3. Manchester Metropolitan University.

Figure 99: Clementine Higgins (2019) Website Development 4. Manchester Metropolitan University.

Figure 100: Clementine Higgins (2019) Website Development 5. Manchester Metropolitan University.

95

Figure 101: Clementine Higgins (2019) Website Development 6. Manchester Metropolitan University.

Figure 102: Clementine Higgins (2019) Final Website. Manchester Metropolitan University.

Figure 103: Clementine Higgins (2019) Final Fanzines. Manchester Metropolitan University.

96