2018
LINGERIE COLLECTION
FASH30063 FASHION MARKETING AND PRROMOTION / CHEUNG CHING YU JOEY
DECLARATION FORM
CONTENTS 1
Introduction
2
Methodology
3 3.1 3.2 3.3 3.4 3.5 3.6
Situational analysis Company Consumer Context Collaboration Competitor SWOT analysis
4 4.1 4.2 4.3
Marketing targeting Market segmentation Target market Market position
6 6.1 6.2 6.3
Implementation Timeline Idea 1: Magazine editorial Idea 2: Advisement Idea 3: Press kit
5 5.1 5.2
Marketing strategy Marketing goal Market mix
7
Conclusion
8
Appendix
9
Reference
1 INTRODUCTION This project is select an existing fashion brand and devise a product based on its brand value and success in a new product extension by development of a newly licensed product in a consumer market evidencing the new concepts entry strategy into the new area of retail and marketing methods. For methodology, both primary research and secondary research was taken. In primary research, a shop visit and observation was taken as quantitative part and interview of 2 participants is conducted as qualitative part.
2 SITUATIONAL ANALYSIS 2.1 COMPABY 2.1.1 BACKGROUND Victoria Beckham is launched in September 2008 by Victoria Beckham. The brand focus on womenswear. It grown into New York Fashion week in 2011. The brand is known as Victoria Beckham’s wardrobe(Vogue, 2017). The collection is full of her style which is chic and boyish femininity. Polished, elongated elegance, clean lines design are the main features of the brand.
2.1.2 4P ANALYSIS
According to Victoria Beckham official pages, there are four categories for Victoria Beckham which are ready to wear, denim, Accessories and eyewear. Product including top, bottom, coat, dress, shoes, handbags, scarf, sunglasses. The price of apparel are from $5180-$22750, accessories are from $2525-$15400. There are a retail store in Landmark but 17 selected store can found Victoria Beckham including Lane Crawford, Joyce, Glasstique (Victoria Beckham, 2017). For promotion, the brand mainly promoted its product by earned media which wore by celebrates. It has owned media for promotion such as social media. The brand also promoted on traditional magazine such as ELLE and Vogue.
2.1.3 BRAND IDENTITY
The founder and designer Victoria Beckham is the most influence factor in Victoria Beckham. Before she started as a designer, Victoria Beckham is already being fame as a singer, model in global, after she married to a popular football player David Beckham, her recognition boost to an even upper level. She is chosen as BoF500 member since2013. She has a great influence in social media which have 15 million on Instagram and 12 million followers on Twitter (Business of fashion, 2017). Also, She is a stars-turned-entrepreneurs which her entrepreneurship is recognized by BBC and Glamour (Bruna Nessif, 2011). Victoria Beckham’s successful story is influence public and being an ideal model for younger generation (Career Girl Daily, 2017). For product DNA, Victoria Beckham always has a precise and somewhat formal look. Femininity and chic is the main elements of Victoria Beckham collection (Vogue, 2017). Victoria Beckham is the best spokesperson for her brand personality. For Brand values, Victoria Beckham boosting her brand awareness in media. It has a strong brand image which represent the fashion and lifestyle of Victoria Beckham. Those attracting customer buy into dream and identify ambition for self-confident.
2.1.4 BRAND HEALTH
Since Victoria Beckham is still a raising new brand it has a low brand loyalty. According to stuff, the brand gain $63.3 million sales profit in 2015 but losing of $7.97 million in 2017 (Stuff, 2017).The profit is reducing while Victoria Beckham is turnover from co-branding and brand association project in 2017. First is limited edition cosmetic goods collaboration with EstĂŠe Lauder for a product extension. The second one is mother-daughter wear collection collaborated Target. It breaks down the price reaching a larger lower market. (Sharon Edelson, 2017). These two collaborations project can reach a larger customer market. Victoria Beckham is trying to project a classy image from posh style (Emine Saner, 2015). However, the first image by customer is still sexy and posh due to the designer Victoria Beckham from appendices a and b.
2.2 CONSUMER
As initial research in Victoria Beckham landmark store in 23rd October,2017. Customers are mostly Hong Kong local people but small amount of Chinese and American tourists. Consumers ages 21-55 mainly female. They wear smart causal wear with full make up. They are degree or above and middle-high income level around monthly wage $30000-50000. Consumers are self-confident, free and relax. They prefer quality than quantity. They love luxury goods especially Dolce and Gabbana, Hermes and Balenciaga. Also, they have a strong sense of fashion. For behavioural, consumer usually shop in two to three people group and average shop for 20 minutes. They focus on short sleeve dress and skirt in red, white and black colour. In retail distribution and location, Victoria Beckham have only one retail store in Hong Kong but having 17 department store and selected store such as Land Crawford, Puyi, On Pedder. Online location is also provided. The brand is owned an official online store. Other online shopping platform such as Net a porter and shopbop is available.
2.3 CONTEXT By using PESTLE analysis, economical and social is extracted.
For economical, consumer have a stable income and high purchasing. As observation, over 90% consumer in Victoria Beckham are wear luxury such as Prada’s handbags, Hermes’ slipper, Fendi’s handbags. Also, few of them are already purchased in nearby store for example Dolce and Gabbana and Balenciaga. It shows that Victoria Beckham is attracting a potential market with stable instore traffic. For social, costumers are value in relationship. There are only two single consumers, other of them are shopping with friends or
2.4 COLLABORATION The brand had co-branding project with EstĂŠe Lauder for a limited edition for 2 times. Also, the brand licensed Target for a women collection. Both of two collaborations have gain a great response in social which sold out in short period. There is a upcoming crossover with sport brand Reebok.
2.5 COMPETITOR
Marni and Celine are identified as competitors. The main style of three brands are low profit minimalism with simple and few colour tones especially primary colour. Marni has a relatively creative and distinctive image while Celine has an innovation and timeless image. Marni and Celine has a larger product range than Victoria Beckham for menswear and jewellery category. Victoria Beckham has the lowest price among three brands. Both 3 brands have retail store in Landmark and sharing higher social class customer market. Victoria Beckham is the least retail store number in Hong Kong but the most number of department and selected store. For promotion, Victoria Beckham gain the highest influence in social media and earned media.
Victoria Beckham 17/18 Fall Winter collection
Celine 17/18 Fall Winter collection
Marni resort 2018 collection
2.5.1 SWOT ANALYSIS
In Strengths, Victoria Beckham has a strong brand character and influence spokesperson. In Weaknesses, the product range is narrow and small in quantity in every collection. In Opportunities, the brand can extend their product line for attracting more customer. It can extend new product line. Also, enhanced product promotion than lifestyle and image promotion. An official brand account can be separated from Victoria Beckham’s private account. The brand is lack of advertisement than competitors, so it can incest advertisement on magazine or billboard. In Treats, the price range of apparel is high as a raising brand. There is no entry price product. Also, the unique selling point is relatively weak than the designer’s strong impression to public.
3 M A R K E T I N G TA R G E T I N G
3.1 MARKETING GOAL In specific, it is targeting existing Victoria Beckham customer market. The core group are 28-45 aged female who married or in a stable relationship.
Specific Measurable Achievable Realistic Timely
In measurable, since creating awareness of the brand and encouraging interaction is the main purpose of this marketing report. It can be measured by media data like social media , public relation value, gained media. In achievable, since the China’s women lingerie market is predicted having a rapidly growth to $25 billion retail value in 2017 which is double of United State and grows to$33 billion by 2010(Reuter, 2016). It shows the possibility and huge opportunity. In realistic, lingerie is match with the brand identity form situation analysis and focus group interview (Appendices A & B). A planned implementation timeline can successful increase brand awareness and encouraging interaction of the brand. In Timely, a half year promotion timeline is planned. The response and achievable can be conducted and reflected
3.2 MARKET MIX
Babydolls
Bra and thong
2018 Victoria Beckham Collection
Roges
Product Price Place Promotion Process People Pysical
environment
7Ps ANALYSIS
For product, since lingerie is a new category for Victoria Beckham, a licensed product with technical support en hanced the quality of collection. Women’s underwear, shapewear and nightwear is included. The selected licensed company is ISA seta is an Italy company providing luxury women’s underwear manufacturing. ISA is a joint venture of Fendi and licensed swim and lingerie for Stella McCartney (ISA,2017). For price, refer to market average price, the price range of a bra will be $140 to $320 The price range of panties will be $90 to 230 The price range of babydolls will be $622 to $800 The price range of robes will be $300 to $680 For Place, the new lingerie collection is exclusive in Victoria Beckham Landmark flagship store and official online store at the beginning half year for better customer service. Then extend to other online platform such as Net a porter and shopbop. For promotion, both traditional media and digital media in used. Editorial will release on magazine. Advisements will take place in MTR station. Press conference will lead for media preview. Social media and online promotion are also supported. In process, Free professional lingerie consultation will be provided. All frontline staff will be well trained and education for professional knowledge of lingerie. Also, product training for extension lingerie collection. A selling and product guideline will provide for staff. For people, a style advisor specified in lingerie will be hired. For physical environments, a safe and locked fitting room is ensured for customer. Frontline staff will service one on one so it can provide the best customer service and help customer in need at the first time.
4
4 M A R K E T I N G S T R AT E G Y
4.1 MARKET SEGMENTATION Based on shop observation and focus group interview, the market segmentation is conducted. In Geographic, China urban city is targeted. Since only Hong Kong have physical retail store so local Hong Kong people and main traveller will be the target customer first. In Demographics, middle high to high social class female aged 28 to 45 is targeted. They are married or in a stable relationship. The occupation will be senior officer, artist, management level or managing director with wage Hong Kong dollar $27000- $70000 per month. The education is degree or above. In psychographic, They are self-confident and enjoy freedom. They like shopping and buying luxury goods such as apparel, handbags, shoes. Also, they have stable partner and enjoying current relationship in both sex and love. Besides, they have a strong sense in fashion trend. In Behavioural, they prefer quality to quantity which looking for a better living standard. They have a sense of brand loyalty especially in luxury goods. Red and black colour is their preference.
4.2 TARGET MARKET
The lingerie collection targets a luxury market matching the brand identity of Victoria Beckham. Women’s luxury lingerie boost almost double sales form $9 billon in 2011 to $17.9 billion in 2015. International lingerie brands are even faster than normal apparel brands(Kate Abnett, 2016). It shows the market demand. Since China and Hong Kong is leading the retail strategy of Asia, Chinese and Hong Kong people is selected as the primary target customer.
4.3 MARKET POSITION
COMPETITOR ANALYSIS Victoria Secret Origin: US, 1977 Product: Bras, Panties, Lingerie, Sport, Sleep, Beauty, Accessories Price: Bra from $20-$70 Panties from $10-$29 Babydolls from $40-$51 Kimonos from $30-$90 Place: Only Victoria’s Secret Beauty in Hong Kong Yoho Mall New Town Plaza International Finance Centre Promotion: Media, VS show Charactertics: -Stronger brand image -Targeting younger market -Victoria Secret show feature top singers and supermodels with angel wings every year -High influence in global Weakness: Lingerie Collection is not available in Hong Kong retail store
La Perla Origin: Italy, 1954 High end leading luxury lingerie brand Product: Ready to wear, Lingerie, Sleepwear, Beachwear, Accessories, Men Price: Bra from $125 to $620 Panties from $54 to $380 Babydolls from $194-$1078 Robes from $192-1754 Place: The Peninsula Hotel Pacific Place Russell Street Promotion: Social media, advertisement Characteristics: -Luxury with sexy elegant - Mature customer group Weakness: -Limited target segment due to expensive in market -Low profile with low media exposure in Hong Kong
4
5 I M P L E M E N TAT I O N T I M E L I N E
Editorial will separate to two sections. The first one in December aim at drawing public attention and the second one in February aim at product introducing and preview. Press conference is maximized media exposure when collection launched. The licensed lingerie collection will launch in middle March due to the romantics’ atmosphere and starting of spring summer season. Advertisement is eye catching for target customer and encourage purchasing. Leaflet and online lookbook are giving ideas and new product information for potential customer such as owned social media visitors and shop visitors. Owned social media take the longest time period because it reaches the mass market with low cost.
5 .1 E D I TO R I A L
The main purpose is testing market response. Also, Make noise and looking for brand search volume. The upcoming product can be introduced through editorial. It can build up awareness in paid media. This idea posited in Reach stage by Race planning. Besides ,pull strategy is used for testing new products in market
Hypothesis Firstly, creating awareness in mass market successfully. Seconday, rand search volume increased. Thirdly, Audience share increased.
Process The first editorial is published as a news format for catching public’s eye and gaining noise. The second editorial is publish as a advertorial such as editor’s pick or must have item editorial. It can attract readers interest in new collection and provide information clear for them.ELLE magazine is selected since the reader market match with the current customer market and new collection focus market. Also the magazine focus on luxury brand market, it can build up awareness of Victoria Beckham in Hong Kong.
E D I TO R I A L
Purpose
5.2 ADVISEMENT
It builds awareness in target demographic customer. Also ,it encourage audience interacting with Victoria Beckham It posited in act and early convert stage by Race planning.
Hypothesis Firstly, Shop travel increased. Secondary, Like, share and comments on official social media account increased. Thirdly, Sales conversion rate slightly increased.
Process The theme of Advertisement is ’The Devil Under Skin’. Urban working lady are trapped in a tiresome loop. Formal outfits and smiling face become a mask of them. Bored work life and tired relationship cause everything unexpected. A change is need. The devil under skin is expressed. All wants and desire is exposed. It brings a great contrast of a formal outfits and a sexy hot lingerie. The advertisement will located in the tunnel between Hong Kong Station to Central station since it can reach the target customer group. Central is the busiest district in Hong Kong, people work nearby must pass this tunnel in working days. Besides, Victoria Beckham flagship store is located at exit G of Central station. It can attract potential customer. visit store and even purchased immediately.
ADVISEMENT
Purpose
5.3 PRESS KIT
This press package included a press release folder, press release, product information, press kit package and souvenir. The press release folder is inspired by blazer. Blazer is a formal women career wear which stand for the mask of work women. The sexy women wear black lace with evil horn is the desire and the wants of them. The women’s face and horn can slightly see from the closed folder attracting others to expose the true of theme. Press release and production information for media can give a idea and further information to editors transfer to a mass market. The press kit package is inspired by corset. It match with the new lingerie collection and give freshness to receivers. The souvenir is a fur ring. It is a accessories with sex languages. It can be a jewelry as fashion, also stimulate the sense of touch.
It aims to building up awareness in both paid and gained media. Also giving official and detail product information of new licensed lingerie collection. It can maximize media exposure. Press conference posited in Reach and act stage by Race planning
Hypothesis Firstly, brand searching volume increased. Secondly, brand influence increased. Thirdly, stronger brand image. Fourly, boosting morale of Victoria Beckham company. Then, Follower of official social media account increased.
Process The press conference location will be The Ritz-Carlton Hong Kong. All day event will held in the same hotel but different floor such as main conference and runway in Diamond Ballroom. The founder and designer Victoria Beckham will come as a guest and having DJ performance. Rundown 1500-1600 Preview showroom 1600-1700 Press conference and Runway show 1700-1730 Media Q&A time 1730-1830 Break 1830-2000 Welcome dinner 2000-2130 DJ Party by Victoria Beckham Press release and press kit will dispatch to media, a digital version in DVD is also provided.
PRESS KIT
Purpose
7 CONCLUSION Through situation analysis, it helps a deeper understanding of a brand. Also it can found out the opportunity for development keeping the brand sustainability. The using series of marketing strategy for conduct and develop three outcomes. The three idea and outcome are based on the brand identity and market demand. There are large space for Victoria Beckham improve and enhance the brand such as brand loyalty and sustainability.
REFERENCE 1. Lyndsey, 2016, Brand Competitors: Victoria Beckham [online]. Communicatethislyndseymakrigannis. Available at: https://communicatethislyndseymakrigannis.wordpress.com/2016/01/20/brand-competitors-victoria-beckham/ [Accessed 27 Oct. 2017]. 2. Career Girl Daily., 2017. Victoria Beckham: Her Success Story. [online] Available at: http://www.careergirldaily.com/victoria-beckham-success-story/ [Accessed 27 Oct. 2017] 3. Celine.com, 2017. 16 rue Vivienne Paris. [online] Available at: https://www.celine.com/en/celine/16-rue-vivienne-paris [Accessed 27 Oct. 2017] 4. Bruna Nessif, 2011. E! News: Victoria Beckham Wins Big at British Fashion Awards. [online] Available at: http://www.eonline.com/fr/ news/277247/victoria-beckham-wins-big-at-british-fashion-awards [Accessed 27 Oct. 2017]. 5. Sharon Edelson, 2017. WWD: Victoria Beckham Breaks Down Her Target Collection. [online] WWD. Available at: http://wwd.com/business-news/retail/victoria-beckham-breaks-down-her-target-collection-10845201/ [Accessed 27 Oct. 2017]. 6. Marni Online Store - Men’s and Women’s Clothing.,2017. Marni Online Store - Men’s and Women’s Clothing. [online] Available at: http://www. marni.com/hk [Accessed 27 Oct. 2017]. 7. Stuff.,2017. Victoria Beckham’s fashion label ‘loses millions’. [online] Available at: http://www.stuff.co.nz/life-style/fashion/88266914/victoria-beckhams-fashion-label-loses-millions [Accessed 27 Oct. 2017]. 8. The Business of Fashion, 2017. Is the Lingerie Market on the Verge of Another Disruption?. [online] Available at: https://www.businessoffashion. com/articles/news-analysis/the-lingerie-market-is-on-the-verge-of-another-disruption [Accessed 27 Oct. 2017]. 9. The Business of Fashion, 2017. Victoria Beckham is One of the 500 People Shaping the Global Fashion Industry in 2017. [online] Available at: https://www.businessoffashion.com/community/people/victoria-beckham [Accessed 27 Oct. 2017]. 10. The Business of Fashion, 2017. Victoria Beckham, Fashion Transformer. [online] Available at: https://www.businessoffashion.com/community/ voices/discussions/are-celebrity-labels-good-for-fashion/victoria-beckham-fashion-transformer-part-2 [Accessed 27 Oct. 2017]. 11. VICTORIA BECKHAM. (2017). VICTORIA BECKHAM. [online] Available at: https://www.victoriabeckham.com/ [Accessed 27 Oct. 2017]. 12. Vogue,2017. Victoria Beckham News, Collections, Fashion Shows, Fashion Week Reviews, and More - Vogue. [online] Available at: https://www. vogue.com/fashion-shows/designer/victoria-beckham [Accessed 27 Oct. 2017]. 13. Emine Saner, 2015. The Guardian profile: From Posh to classy: how Victoria Beckham won over fashion world . [online] Available at: https:// www.theguardian.com/fashion/2015/nov/20/posh-to-classy-how-victoria-beckham-won-over-fashion-world [Accessed 13 Dec. 2017]. 14. Reuters, 2016. Business of Fashion: Chasing China’s High-End Lingerie Market [online] Available at: https://www.businessoffashion.com/articles/ news-analysis/brands-chase-chinas-high-end-lingerie-market [Accessed 13 Dec. 2017]. 15. ISA, 2017. ISA [online] Available at: https://www.isaseta.it/ [Accessed 13 Dec. 2017]. 16. Kate Abnett, 2016. Business of fashion: As China Cools, Lingerie Heats Up [online] Available at: https://www.businessoffashion.com/articles/ global-currents/china-luxury-lingerie-market-la-perla-agent-provacteur [Accessed 13 Dec. 2017]. 17. Victoria Secret, 2017. Victoria’s Secret: The Sexiest Bras, Panties, Lingerie, Sportswear & Women’s Fashion [online] Available at: https://www. victoriassecret.com/ [Accessed 13 Dec. 2017]. 18. La Perla, 2017. La Perla Official Flagship Store[online] Available at: https://www.laperla.com/ [Accessed 13 Dec. 2017].
BIBLIOGRAPHY The Business of Fashion. (2017). As China Cools, Lingerie Heats Up. [online] Available at: https://www.businessoffashion.com/articles/global-currents/china-luxury-lingerie-market-la-perla-agent-provacteur [Accessed 14 Dec. 2017]. The Business of Fashion. (2017). Victoria Beckham, Fashion Transformer. [online] Available at: https://www.businessoffashion.com/community/voices/discussions/are-celebrity-labels-good-for-fashion/victoria-beckham-fashion-transformer-part-2 [Accessed 14 Dec. 2017]. WGSN insight. (2017). EstĂŠe Lauder reveals second Victoria Beckham make-up campaign. [online] Available at: https://www-wgsn-com.eproxy.vtclib9.vtc.edu.hk/blogs/estee-lauder-reveals-second-victoria-beckham-makeup-campaign/# [Accessed 14 Dec. 2017].
PHOTO REFERENCE Fig.1, Transparent lace decoration by Gallery Yopriceville (2017) [online] Accessed: 13 December, 2017 Fig.2, Cover photo by Victoria Beckham(2017) [online] Accessed: 13 December, 2017 Fig.3, Cover photo by Victoria Beckham (2012) [online] Accessed: 13 December, 2017 Fig.4, The 3/4 Sleeve Panelled Midi by Mario Testino (2017) [online] Accessed: 13 December, 2017 Fig.5, Panelled Flare Mini by Victoria Beckham(2017) [online] Accessed: 13 December, 2017 Fig.6, Cami Fitted (2017) [online] Accessed: 13 December, 2017 Fig.7, Patch Pocket Shirt (2017) [online] Accessed: 13 December, 2017 Fig.8, Backless Body (2017) [online] Accessed: 13 December, 2017 Fig.9, Cashmere Poloneck (2017) [online] Accessed: 13 December, 2017 Fig.10, Patch Pocket Shirt(2017) [online] Accessed: 13 December, 2017 Fig.11, Wide Trouser (2017) [online] Accessed: 13 December, 2017 Fig.12, Print Drape Sleeve Top (2017) [online] Accessed: 13 December, 2017 Fig.13, Rib Dress With Fuller Hem (2017) [online] Accessed: 13 December, 2017 Fig.14, Single Breasted Jacket (2017) [online] Accessed: 13 December, 2017 Fig.15, Cashmere Poloneck (2017) [online] Accessed: 13 December, 2017 Fig.16, Halter Drape Pleat Midi (2017) [online] Accessed: 13 December, 2017 Fig.17, Beckham family fronr row(2017) [online] Accessed: 13 December, 2017 Fig.18, VBxEsteeLauder (2017) [online] Accessed: 13 December, 2017 Fig.19, Victoria Beckham 2018 spring summer backstage by Victoria Beckham(2017) [online] Accessed: 13 December, 2017 Fig.20, customer observation, author’s own(2017) [online] Accessed: 22 October, 2017 Fig.21, Victoria Beackham Landmark store, authors’s own(2017) [online] Accessed: 22 October, 2017 Fig.22, Estee Lauder x Victoria Beckham Collection (2017) [online] Accessed: 13 December, 2017 Fig.23, Estee Lauder x Victoria Beckham Collection fall 2017 (2017) [online] Accessed: 13 December, 2017
Fig.,24 Estee Lauder x Victoria Beckham Collection (2017) [online] Accessed: 13 December, 2017 Fig.25, Rib Dress With Fuller Hem by Victoria Beckham(2017) [online] Accessed: 13 December, 2017 Fig.26, Mock neck dress in polyester by Celine(2017) [online] Accessed: 13 December, 2017 Fig.27, Resort 2018 by marni(2017) [online] Accessed: 13 December, 2017 Fig.28, VBAW17 by Victoria Beckham(2017) [online] Accessed: 13 December, 2017 Fig.29, Red stretch Leavers lace triangle bra by Le Perla (2017) [online] Accessed: 13 December, 2017 Fig.30, Red stretch Leavers lace thong by Le Perla(2017) [online] Accessed: 13 December, 2017 Fig.31, Black stretch Leavers lace triangle bra by Le Perla(2017) [online] Accessed: 13 December, 2017 Fig.32, Black stretch Leavers lace thong by Le Perla(2017) [online] Accessed: 13 December, 2017 Fig.33, Black underwired push up bra with ruffle detailing by Le Perla(2017) [online] Accessed: 13 December, 2017 Fig.34, Black Leavers lace Brazilian briefs by Le Perla(2017) [online] Accessed: 13 December, 2017 Fig.35, Slip by Le Perla(2017) [online] Accessed: 13 December, 2017 Fig.36, Robe by Le Perla(2017) [online] Accessed: 13 December, 2017 Fig.37, Victoria Beckham(2017) [online] Accessed: 13 December, 2017 Fig.38, Liu Wen by Le perla (2017) [online] Accessed: 13 December, 2017 Fig.39, Victoria’s Secret Fashion Show 2017 by Vogue(2017) [online] Accessed: 13 December, 2017 Fig.40, Magazine editorial sample, author’s own(2017) [online] Accessed: 13 December, 2017 Fig.41, Advisement sample, author’s own(2017) [online] Accessed: 13 December, 2017 Fig.42, Press kit sample, author’s own (2017) [online] Accessed: 13 December, 2017 Fig.43, Brief Encounter by Nicolas Guerin (2017) [online] Accessed: 13 December, 2017