Scent Brand Project - Insight Comparison & Analysis

scent

bran

d pro ject

insight comparison &

analysis report

janalou cruz N0566784 fash10106

creative networks [ 1 ]

CONTENTS

testing my insights

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insight 1 concept

insight 1 visual language

insight 2 consumer

insight 3 competition

my selection

insight 1 competition

insight 2 concept

insight 2 visual language

insight 3 consumer

list of illustrations

insight 1 consumer

insight 2 competition

insight 3 concept

insight 3 visual language

list of references

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Fig 1. Travel Insight Moodboard (own work)

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gap year travellers | subscription boxes | service

01

a travel

subscription

service

ur first insight involves O a subscription service

INSIGHT 1

precisely for gap year travellers.

The ‘Unlimited’ trend explores how the ‘Netflix generation has become used to monthly or yearly charges for unlimited access to products.’ (Mintel 2015) Our subscription boxes will be filled with cultural goodies; leaflets relating to the specific location, stickers, stamps and suggestions. I also want to incorporate handmade journals so consumers can record unforgettable moments and nostalgic memories that they can rediscover long after they go back home.

There is a need for our product as I discovered that ‘when it comes to the fragrance category, size does matter.

Travel-sized bottles have strong appeal among younger consumers.’ (Mintel 2015)

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We want to make travelling easier and hassle-free so our consumers can just subscribe online before the start of their gap year and every month they will receive a mini-sized fragrance.

We are not selling a product; we are selling a solution to a problem. Our service enables young travellers to carry their chosen perfume and continue with a brand they already admire than creating a new unfamiliar product.

Technology also played a part in our concept. The macro trend has had significant impact, even ‘travellers are now likely to carry at least a smartphone, notebook or laptop computer with them on their travels’ (WSJ 2008). Therefore, they can easily update their details online.

Fig 2. Wood by Unsplash (2016) Fig 3. The Process 2016 (own work - presentation)

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‘ Fig 4. My Beach Sign by Firefly 242 (2010)

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g

‘

lobal travel during a gap year has become an increasingly accepted feature of Western youth culture.’ (GOV UK 2012)

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competition comp competition comp competition comp competition comp competition comp competition comp competition comp competition comp Fig 5. Subscription Box by Finer Things Box (2014) filled with ‘gourmet foods and cultural gifts for you and your home, carefully curated to transport you back in time.’ (Cratejoy 2014)

Fig 6. Vacation In A Box by Escape Monthly (2014) sourced from a ‘specific destination, and includes luxury products from around the world and deliver them to your doorstep’ (Escape Monthly 2014).

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Fig 7. Fragrance Atomizer by Sen7 (2011) The refillable fragrance atomizer allows consumers to carry their fragrance everywhere

Fig 8. Fortnum & Mason 2016 (own photo) offers personalized hampers and gift baskets.

Fig 9. Fortnum & Mason 2016 (own photo)

Our competitors either offer travel-themed subscription boxes or refillable fragrance atomizers.

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LUXURY

PERSONALISED

NOT PERSONALISED our product

MASS MARKET

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Fig 10. Journals by Unsplash (2016)

ur product O different as we

‘We aim to deliver straight to SPECIFIC locations around the world, unlike our competitors’.

is aim to deliver straight to specific locations around the world, unlike our competitors who deliver to their consumers’ doorsteps to fantasize about travelling. Our concept centers around securing

and remembering memories while exploring various cultures.

Although our weakness involves possible large financial costs in delivering worldwide to all subscribers. Our product will be among the middle-market range.

creative networks [ 13 ] Fig 11. Natural Abstract by Lucy Veilleux (2011)

explor er

Fig 12 . Trave l Consu me

r Profile Mood bo

ard 20 16

(own w ork)

takes

risks

brave extrov erted sociab

le

limited

budge t

nurture

knowle

dge

sporty

outdo

unisex young

ors

travell

surfing

hiking

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er

Fig 13. Landscape Postcard by eQuilter (2016)

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Fig 14. FaceGym gift card 2016 (own photo)

‘we can arrange events where they meet other subscribers and interact with brand ambassadors, tightening the bond between uring the London brand and consumer.’ friends can trip I came across present it to the this Charlotte gap year traveller. During our Olympia store (fig 15.) with travelconsumers’ journey, we can arrange themed VM. Our brand can events where they meet other collaborate with high street retailers subscribers and interact with brand and in turn, we can feature them ambassadors, tightening the bond through our site. Gift cards (fig 14.) between brand and consumer. can be advantageous, family and

D

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visuaL merchandising ‘ plays a crucial role in creating and communicating brand experiences.’ (Fashion Promotion in Practice by J. Cope & D. Maloney 2016)

Fig 15. Charlotte Olympia Visual Merchandising 2016 (own photo)

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Fig 16. Travel Visual Language Moodboard 2016 (own work)

rustic | authentic | unpolished | agricultural | primitive | unembellished | rough | unisex | cozy

Fig 18. Hydroid Detail by Tony Brown (2015)

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Fig 19. Leaves Structure by Tony Brown (2015)

Fig 17. Travel Visual Language Moodboard 2016 (own work)

consistent | natural | honest | nostalgic | exciting | practical | exotic | daring | patterns

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02

personalised packaging

Fig 20. Personalisation Moodboard 2016 (own work)

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a very

personalised

packaging

ur concept involves O producing a nostalgic

INSIGHT 2

packaging concept that speaks to the interests of millennials.

Consumers have the power and tools to design their own packaging that comprises of five mini scent bottles with coloured markers at the other end. This approach hopes to combine fragrance, art, lifestyle and, the ever-growing trend of personalisation.

As ‘younger millennials are most likely to desire products with packaging worthy of being displayed at home’ (Mintel 2014), we thought why not give them full reign over the packaging? Our primary research survey revealed that out of forty-six

strangers, sixteen people values the look and feel, only beaten by the main factor; smell. i-D magazine commented that ‘another recent trend sits at the opposite end of the packaging spectrum: minimalism’ (2014).

Our expressive concept repels that notion and instead communicates ingenuity, authenticity and creativity.

The rise of Instagram and Pinterest has resulted in women sharing pictures and beauty items such as fragrance bottles, and other luxury products often feature in these pictures, ‘creating a desired atmosphere of luxury’ (Mintel 2014). Our consumers can share their self-designed packaging and broadcast it on social media, maximizing the awareness of our brand.

With beauty and fashion remaining intrinsically “linked, the visual design of prestige fragrance products

remains of high consumers.”

Charlotte Libby, Senior Beauty Analyst

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importance

to

Fig 21. Candy Eau De Parfum by Prada (2016)

‘

Some 39% of fragrance buyers prize the high-quality look/feel of packaging while 30% consider visually appealing design to be important, rising to almost half (48%) of 16-24-year-old buyers.

(Mintel 2015)

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p lf Hand r & Ro . Victo Fig 24 Girl (2016) y Sunda

(opposite page) Fig 22. Pencils by Kandra & Kole Interior (2013)

competition comp competition comp competition comp competition comp competition comp competition comp competition comp competition comp ainted

Bottle

by The

Fig 25. G loss ie r Pa ck aging b y The Te rrior & Lo bster

Our

product’s main competitor is Glossier, a brand with emoji-inspired stickers. Victor & Rolf’s ‘Flowerbomb’ hand painted bottle has similiarities with our concept but the difference is we have full control over the packaging, not the bottle.

(2016)

The product will be in the masstige area, and Boots’ advantage points, discounts and availability can grow its potential for consumers.

Our interview with a senior customer assistant in store informed us, “John Lewis doesn’t have the mass market or celebrity range, and there is more selection here.”

Fig 23. A Retro Retreat by Jenny Beirnhem (2015)

LUXURY

our concept

NOT PERSONALISED

PERSONALISED

MASS

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Fig 26. Destination by Jenny Beirnhem (2015)

dreamer relatively stabled income and can afford to splurge on designer pieces happiest amid the buzzing streets of London big city girl at heart dashing between meetings, socialising over brunch or enjoying a weekend city break artist blogger imaginer always look impeccable, builds wardrobe on polished pieces -both high street and designer

the consumer

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An

extremely engaged community could be the key for this concept. By continuing getting consumers’ feedback, they can feel as part of the brand and process. This way, the products are a direct response to their wants. Examples of promotion for this concept: Launch party (fig 27. & 32.) – table full of wrapped presents and each guest will open one to reveal an already unique design from our illustrator. Sense of surprise and excitement.

Spa/relaxation room (fig 30.) where they can chill and design packaging with friends and family.

Fig 27. Entertaining Ideas by Bill Farrell (2015)

Fig 28. All In Good Taste by Quinn Connors (2015)

Fig 29. Ellis Faas 2016 (own photo)

Fig 30. Fortnum & Mason Spa 2016 (own photo)

Fig 31. All In Good Taste by Quinn Connors (2015)

For non-creative customers, an instore illustrator (fig 28. & 31) can execute people’s requirements.

A counter with different coloured pens/ fragrance can be incorporated within store (fig 29.) giving consumers chance to try before purchasing.

Our market can send a picture of their own design and be featured as the advert in magazines. This product can also be a very innovative thank-you gift for bosses.

Other promotional material such as interactive GIF newsletter can be inserted.

Fig 32. Entertaining Ideas by Bill Farrell (2015)

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Fig 33. Valentina by Perfumery (2012)

Fig 34. Caron Paris by Parfums Caron (2016)

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packaging (before) plain white with maybe just the small logo at the side packaging (after) - creative | personal | colourful | original | inspiring | innovative | illustrated

Fig 35. Personalisation Visual Language Moodboard 2016 (own work)

bottle - luxurious | clean | elegant | refined | classic | sharp | alluring | grand | to display at home

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[ 30 ] creative networks Fig 36. Style Tribes Experience Moodboard 2016 (own work)

new experiences and events | style tribes | layering

03

a new

style tribe

experience

One

INSIGHT 3

main insight we identified revealed that ‘brands are opening up to create more meaningful relationships with consumers’ (LSN Global 2015). It was reported that Boots’ numbers fell from 68% in 2014 to 57% in 2015’ (Mintel 2016).

While they are not the only retailer to record a drop in sales, it was suspected that some shoppers have replaced them with online retailers such as Amazon and discount stores. Brands are now delivering innovative experiences to keep up.

Lush transformed their store into a retro cinema through use of scent and props (fig 37.) while Molton Brown’s Christmas carriage (fig 38.) allowed consumers to enter their world, with scented taxis.

FaceGym’s anti-ageing face workout

stood out among its competitors by being ingenious and contemporary. (fig 40.)

The idea of various scented rooms derived from STORY, a retail concept that takes the point of view of a magazine, changes like a gallery and sells things like a store. ‘They rely on rotating themes, as well as rotating products’. (The New York Times 2014) Our concept blends style tribes, scents and inventive experiences. For students that aren’t too knowledgeable about scent, this event helps consumers to navigate through an overwhelming amount of choices. As consumer’s styles can differ depending on their mood, layering fragrances can be integrated.

notion of a signature scent has been eroded “and‘The replaced by the concept of a scent wardrobe of several juices, which can be worn according to moods and occasions.’

Raconteur, 2015

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Fig 37. Lush Cinema 2016 (own photo)

Fig 38. Molton Brown Christmas Taxis by Brea Carter (2015)

STYLE TRIBES Fig 39. Style Tribes Moodboard 2016 (own work)

Fig 40. Face Gym 2016 (own photo)

Fig 41. Story retail concept by Cool Hunting (2012)

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W I T T Y PLAYFUL

CHARM

F U N INFLUENCE

LAYERED

TRENDY TONGUE IN CHEEK

ENTERTAINER

E D G Y CONFIDENCE

RESPECT

HUMOUR [[ 34 34 ]] creative creative networks networks Fig 42. Frei-Speile by Marcus Pritzi (2012)

competition comp Fig 43. Benefit Fragrance Set by Adina (2012) Crescent Row collection represents fictional girls

Fig 44. Guerlain La Petite Robe Set was designed to evoke the most iconic fashions and showcases different styles (own photo)

Fig 46. Cowshed challenges the notion of one size fits all approach (own photo)

Fig 45. Selfridge Fragrance Lab by Guy Bell (2015) helping shoppers determine their signature scent

Fig 47. Illuminum views scent as an open ended adventure in self expression (own photo)

Our products are trying to separate from the massive trend of unisex and instead focuses on one gender. It will be within the price range of the average female university student and will try to explore more about identity in that area. Our products will be sold in Boots. One weakness of this concept is the unsure longevity of the brand. After a first set of collection, what’s next? More style tribes? Should we reflect the fashion calendar?

LUXURY

RANGE OF COLLECTION -FEW-

OUR PRODUCT

RANGE OF COLLECTION -MANY-

VALUE creative networks [ 35 ]

d

‘

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epartment stores have encouraged growth in value by running promotional campaigns designed to enhance the shopping experience to attract consumers’ (MINTEL 2015)

I plan to promote to female uni students by organizing campaigns that tie in with catwalk shows.

At the event, consumers can explore different rooms (scents) that is inspired by style tribes, and get little prescription bottles that they can mix and match, influenced by Codage’s consultation (fig 49.)

‘fashion events communicate messages in specially created, multi sensory environments.”

(Fashion Promotion in Practice 2016) Fig 48. Chanel Video Screen 2016 (own photo)

Fig 49. Codage Prescription Service 2016 (own photo)

Fig 50. Charlotte Tilbury Makeup Wardrobe 2016 (own photo)

Fig 51. Vogue Paris by Giampaolo Sgura (2014)

Fig 52. Charlotte Tilbury Service Leaflet 2016 (own photo)

Fig 53. Places To Go, People To See 2016 (own photo)

Fig 54. Dorm Room by Lauren McPhillips (2012)

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THE CONSUMER PROFILEconsumers’ I interviewed Rosie, a second year university student at NTU

Fig 55. Rosie Spence Moodboard 2016 (own work, credit to Rosie for images)

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“

I would prefer a combination of illustration and photography.

Within my groups of friends we all have quite different sense of styles, so we would go to this event together.

�

SOCIAL MEDIA - Instagram I use the most, but also Facebook, Twitter and Snapchat.

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Fig 56. Perfume Bottle by Brands List (2014)

Fig 57. Style Tribe Experience Visual Language 2016 (own work)

Collection of style tribes | eye-catching | different colour/pattern for each group | layered

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MY FINAL SELECTION - RECOMMENDATION OF THE BIG IDEA

Fig 58. Fortnum & Mason 2016 (own photo)

TRAVEL SUBSCRIPTION SERVICE PERSONALISED PACKAGING STYLE TRIBES EXPERIENCE After having analysed all of our three insights, I have chosen INSIGHT 2, personalised packaging as my recommendation for our scent brand. It presents lots of opportunities and freedom to really push and strengthen our ideas. It is a gap in the market.

Mintel trend Make it Mine (2016) details how the one-size-fits-all approach is dead. Consumers have come to see customised products as more than just a fun, frivolous way to express their personality, but as a recognition that no two people, and no two people’s needs, are the same.

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list of

illustrations Cover photo - Dior, (2012), Miss Dior Le Parfum [ONLINE].

Available at: http://perfumeshrine.blogspot.co.uk/2011/12/ chronology-comparison-photos-of-miss.html [Accessed 21 March 16].

Fig 1. Travel Insight Moodboard 2016 (own work) Fig 2. Unsplash, (2016), Wood Close Up [ONLINE]. Available at: https://unsplash.com [Accessed 21 March 16].

Fig 3. The Process 2016 (own work - presentation) Fig 4. Firefly242, (2010), My Beach Signs [ONLINE].

Available at: https://www.flickr.com/photos/42716403@ N00/5015695342/ [Accessed 21 March 16].

Fig 5. Finer Things Box, (2014), Subscription Box [ONLINE].

Available at: http://boxes.hellosubscription.com/subscriptionbox/finer-things-box/ [Accessed 21 March 16].

Fig 6. Escape Monthly, (2014), Vacation In A Box [ONLINE].

Available at: http://boxes.hellosubscription.com/subscriptionbox/finer-things-box/ [Accessed 21 March 16].

Fig 7. Sen 7, (2011), Fragrance Atomizer [ONLINE]. Available at: http://www.sen7.com [Accessed 21 March 16].

Fig 8. and 9. Fortnum & Mason 2016 (own photos)

Fig 18. Tony Brown, (2015), Hydroid Detail [ONLINE]. Available at: https://uk.pinterest.com/pin/122019471132643835/ [Accessed 21 March 16].

Fig 19. Tony Brown, (2015), Leaves Structure [ONLINE].

Available at: http://www.labohemeblog.com/2014/01/ inspired-by_10.html [Accessed 21 March 16].

Fig 20. Personalisation Moodboard 2016 (own work) Fig 21. Prada, (2011), Candy Eau de Parfum [ONLINE].

Available at: http://www1.macys.com/shop/prada-perfumeand-cologne?id=31743&intnl=true [Accessed 21 March 16].

Fig 22. Kandrac & Kole Interior , (2013), Pencils [ONLINE].

Available at: http://kandrac-kole.com/category/pink/page/2/ [Accessed 21 March 16].

Fig 23. Jenny Beirnhem, (2015), A Retro Retreat [ONLINE].

Available at: http://margoandme.com/a-retro-retreat/ [Accessed 21 March 16].

Fig 24. The Sunday Girl, (2016), Victor & Rolf Handpainted Bottle [ONLINE]. Available at: http://www.thesundaygirl. com/2016/02/hand-painted-viktor-and-rolf-flowerbomb.html [Accessed 21 March 16].

Fig 10. Unsplash, (2016), Journals [ONLINE]. Available at: https://unsplash.com [Accessed 21 March 16].

Fig 25. The Terrior & Lobster, (2016), Glossier Skincare [ONLINE]. Available at: http://dustyburrito.blogspot. co.uk/2016/01/glossier-skincare-stickers-and-packaging.html [Accessed 21 March 16].

Fig 11. Lucy Veilleux, (2011), Natural Abstract [ONLINE]. Available at: https://www.flickr.com/photos/3_ dots/6300253003/in/photostream [Accessed 21 March 16].

Fig 26. Jenny Beirnhem, (2015), Destination [ONLINE]. Available at: http://margoandme.com/parisdestinations/ [Accessed 21 March 16].

Fig 12. Travel Consumer Profile Moodboard 2016 (own work) Fig 13. eQuilter, (2010), Landmark Postcards [ONLINE].

Available at: http://www.equilter.com/product/196774/tresjolie-landmark-postcards-ivory [Accessed 21 March 16].

Fig 14. FaceGym gift card 2016 (own photo) Fig 15. Charlotte Olympia VM 2016 (own photo) Fig 16 and 17. Travel Visual Language Moodboard 2016 (own work)

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Fig 27. Billy Farrell, (2015), Entertaining Ideas [ONLINE].

Available at: http://www.architecturaldigest.com/story/ entertain-like-kate-spade [Accessed 21 March 16].

Fig 28. Quinn Connors, (2015), All In Good Taste [ONLINE].

Available at: http://www.pagesdigital.com/all-in-good-tastekate-spade-new-york/ [Accessed 21 March 16].

list of

illustrations Fig 29. Ellis Faas 2016 (own photo) Fig 30. Fortnum & Mason Spa 2016 (own photo) Fig 31. Quinn Connors, (2015), All In Good Taste [ONLINE].

Available at: http://www.pagesdigital.com/all-in-good-tastekate-spade-new-york/ [Accessed 21 March 16].

Fig 32. Billy Farrell, (2015), Entertaining Ideas [ONLINE].

Available at: http://www.architecturaldigest.com/story/ entertain-like-kate-spade [Accessed 21 March 16].

Fig 43. Adina, (2012), Benefit Fragrance Set [ONLINE].

Available at: http://www.kraseybeauty.com/2012/12/ fragrance-friday-the-holiday-gift-giving-edition.html [Accessed 21 March 16].

Fig 44. Guerlain La Petite Robe Noire Set 2016 (own photo) Fig 45. Guy Bell, (2015), Selfridge Fragrance Lab [ONLINE].

Available at: http://gbphotos.photoshelter.com/image/ I0000NxTjk4A5rfg [Accessed 21 March 16].

Fig 46. Cowshed 2016 (own photo)

Fig 33. Perfumery, (2012), Valentina [ONLINE]. Available at: http://www.perfumery.com.au/valentina-by-valentino.html [Accessed 21 March 16].

Fig 47. Illuminum Testing (own photo) Fig 48. Chanel Video Screen 2016 (own photo)

Fig 34. Parfums Caron, (2016), Caron Paris [ONLINE]. Available at: http://www.parfumscaron.com/m-accueil/ [Accessed 21 March 16].

Fig 35. Personalisation Visual Language Moodboard 2016 (own work) Fig 36. Style Tribes Experience Moodboard 2016 (own work)

Fig 49. Codage Prescription Service 2016 (own photo) Fig 50. Charlotte Tilbury Makeup Wardrobe 2016 (own photo) Fig 51. Giampaolo Sgura, (2014), Vogue Paris [ONLINE].

Available at: https://wearesodroee.com/2014/12/01/ panoplies/ [Accessed 21 March 16].

Fig 37. Lush Cinema 2016 (own photo) Fig 52. Charlotte Tilbury Service Leaflet 2016 (own photo) Fig 38. Brea Carter, (2015), Molton Brown Christmas Taxis [ONLINE]. Available at: http://www.eventmagazine.co.uk/ molton-brown-unveils-scented-christmas-carriages/brands/ article/1371010 [Accessed 21 March 16].

Fig 39. Style Tribes Moodboard 2016 (own work)

Fig 53. Places To Go, People To See 2016 (own photo) Fig 54. Lauren McPhillips, (2012), Dorm Room [ONLINE].

Available at: http://www.styleathome.com/decorating-anddesign/styling-secrets/decorating-a-dorm-room-on-abudget/a/1842 [Accessed 21 March 16].

Fig 40. Face Gym 2016 (own photo) Fig 41. Cool Hunting, (2012), STORY [ONLINE]. Available at: http://www.coolhunting.com/design/story-new-york [Accessed 21 March 16].

Fig 42. Markus Pritzi, (2012), Frei-Spiele [ONLINE]. Available at: http://fashionistas.com.gr/article.asp?id=3717 [Accessed 21 March 16].

Fig 55. Rosie Spence Moodboard 2016 (own work, credit to Rosie for images) Fig 56. Brands List, (2014), Perfume Bottle [ONLINE]. Available at: http://www.brands-list.com/info-article_235/Trash-toTreasure-Magical-Effects-of-Expired-Makeup.html [Accessed 21 March 16].

Fig 57. Style Tribe Experience Visual Language 2016 (own work) Fig 58. Fortnum & Mason 2016 (own photo)

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list of

references Buchanan, V. 2015. Seasonal Scents. [ONLINE] Available at: https://www.lsnglobal.com/seed/ article/18406/seasonal-scents. [Accessed 22 March 16].

Cope, J., 2016. Fashion Promotion In Practice. 1st ed. UK: Bloomsbury Publishing.

Cratejoy. 2014. Finer Things Box. [ONLINE] Available at: https://www.cratejoy.com/finer-things-box/#.

[Accessed 22 March 16].

Crawford, C. (GOV UK). 2012. Gap year takers: uptake, trends and long term outcomes. [ONLINE] Available at: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/219637/ DFE-RR252.pdf. [Accessed 22 March 16].

Escape Monthly. 2014. About Us. [ONLINE] Available at: http://escapemonthly.com/about-us/.

[Accessed 22 March 16].

Harris, E. 2014. A Store With Media in Mind. [ONLINE] Available at: http://www.nytimes.com/2014/03/15/ business/a-store-with-media-in-mind.html?_r=0. [Accessed 22 March 16].

Hines, A. 2014. We explore the power of packaging. [ONLINE] Available at: https://i-d.vice.com/en_gb/ article/from-ck1-to-maybelline-great-lash-we-explore-the-power-of-packaging. [Accessed 22 March 16].

Leatham, E. 2015. Parfumiers are creating the future of scent. [ONLINE] Available at: http://raconteur. net/lifestyle/parfumiers-are-creating-the-future-of-scent. [Accessed 22 March 16].

Libby, C.. 2014. Beauty and Packaging. [ONLINE] Available at: http://academic.mintel.com/ display/722036/?highlight#hit1. [Accessed 22 March 16].

Maloney, D., 2016. Fashion Promotion In Practice. 1st ed. UK: Bloomsbury Publishing.

Mintel. 2014. Beauty & Personal Care Packaging Trends. [ONLINE] Available at: http://academic.mintel. com/display/722035/?highlight. [Accessed 22 March 16].

Mintel. 2014. Issues and Insights. [ONLINE] Available at: http://academic.mintel.com/ display/722036/?highlight#hit1. [Accessed 22 March 16].

Mintel. 2015. The Savvy Beauty Consumer. [ONLINE] Available at: http://academic.mintel.com/ display/754472/?highlight#hit1. [Accessed 22 March 16].

Mintel. 2015. Personalised scents. [ONLINE] Available at: http://academic.mintel.com/ display/757419/?highlight#hit1. [Accessed 22 March 16].

Mintel. 2015. Fragrance: Channels to Market. [ONLINE] Available at: http://academic.mintel.com/ display/745998/?highlight. [Accessed 22 March 16].

Mintel. 2016. Beauty Retailing. [ONLINE] Available at: http://academic.mintel.com/ display/761009/?highlight. [Accessed 22 March 16].

Mintel. 2016. Attitudes towards snacks and popcorn. [ONLINE] Available at: http://academic.mintel. com/display/760499/?highlight#hit1. [Accessed 22 March 16].

Wingfield, N. 2008. Time To Leave Laptop Behind. [ONLINE] Available at: http://www.wsj.com/articles/ SB122477763884262815. [Accessed 22 March 16]. [ 44 ] creative networks

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janalou cruz NO566784 fash10106 creative networks fashion communication & promotion [ 46 ] creative networks