NTU AY1819 Fashion Buying Part 2 (COTTON:ON) by Janet Wong

WONG Sau Laam

ï&#x20AC;ªjanetwongarashi@gmail.com

Nottingham Trent University School of Art & Design

2018 / 2019

Institute of Vocational Education â&#x20AC;&#x201C; Hong Kong

ifb

Module: FASHION BUYING Module reference: FASH30007 IVE

Module Leader: Vivian Lee

Module Name Declaration This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement prove to be untrue, I recognise the right and duty of the Board of Examiners to recommend what action should be taken in line with the Universityâ&#x20AC;&#x2122;s regulation on assessment contained in its handbook. I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

Signed ______________________________ (Full Name) WONG Sau Laam

Date 14/12/2018 (Word Count:__2,279 ____)

Brand Strategy Customers Situation Fashion Show Review Trend Forecast Past Design Review Collection A/W 19/20 Product Specification Product Analysis Sustainability Pricing Strategy Packaging Promotion Photo Reference Website Reference Bibliography

otton:ON has chosen to partner with one of the worldwide well-known payments

platform - Adyen in 2018. On 20 September 2018, Adyen announced the cooperation with Cotton:ON group. Adyen is strong at providing a powerful eCommerce payments for the Cotton:ON group containing Cotton:ON KIDS. In the late 2017, Cotton:ON decided to choose Adyen as partner and rolled out the payment platform to the market in 2018. Brendan Sweeney, Cotton:On Group General Manager of eCommerce said that Adyen supported their eCommerce channel globally and expanded their sales growth around the world. (etnet, 2018)

Fig.1

Brendan Sweeney, Cotton:On Group General Manager of eCommerce

Sweeney said,

â&#x20AC;&#x153;Adyen not only helps us simplify the steps of transaction settlement, but also handle the transaction argument, refund and cancel order.â&#x20AC;?

hrough Adyen payments platform, Cotton:ON can combine all

the payment method and turn it into RevenueProtect, the risk management system that developed by Adyen. By using the ShopperDNA system from Adyen, every consumers of the transaction can be defined.

Now, with a completed E-commerce system, COTTON:ON has a better development in Online and Offline. There are more choices for customers for the payment. Also, the after sales services are upgraded so that customers relieve to purchase in COTTON:ON

Field Trip Date: 18th November 2018 Time: 14:00 â&#x20AC;&#x201C; 16:00 Venue: Lee Theatre COTTON:ON

OTTON:ON kids actual customers is aging from 25-35 years-old

which is generation Y, the millennials. Customers who shopping in COTTON:ON kids are female and they are the mother of a kid. Cherry Lee, 24 years-old, a full-time sales assistant who working in Lee Theatre COTTON:ON, mentioned that sometimes she saw ladies in around 50-60 years old shopping in COTTON:ON kids. Apparently, these ladies are purchasing for their grandchildren. Lee also explained that most of the customers are young mother with a primary school kid.

Lee Theatre COTTON:ON Kids

Another sales assistant, Yanny Chow said that sometimes 2-3 young mothers come together with their children and settle their kids in the play zone which set-up inside the store. While their children are watching TV and painting, the young mothers can concentrate on purchasing the clothing.

Play Zone in Lee Theatre COTTON:ON Kids

The customers in COTTON:ON kids area looks leisure. They are wearing sports casual sweater with a pair a sneaker. They are looking for the products that are leisure, soft and comfortable. The area that they stay the longest is the â&#x20AC;&#x153;Super Soft 100% Cottonâ&#x20AC;?.

Fig.2 Fig.4

F W 19

Fig.3

/ 20

Fig.5 Fig.6

S S 19 / 20

Fig.7

Fig.8

n the kids runway, the most common and popular pattern are Leopard, Stripe and Floral. Spring

summer 2020 and Fall Winter 2020 both season have using these pattern. Bonprint and Monnalisa both using these 3 main pattern to show the coming design trend of their collection. Leopard in recent years is not adult exclusive. The print on kids wear are more adorable. Also, some of the brand are using the texture to represent leopard print. For example, the brand use fleece to imitate the hand feel of animal skin so as to indicate the warmness of the clothing. Floral pattern is trimmed as a romance, feminine and sweet physique. From the fashion show review, the flower patch, embroidered and dyed are the usual making method. To seek the realistic image of the flower, heat transfer would be one of the best choice for making a floral clothing. Last but not least, the classic pattern-stripe. Not matter which season, it can be seen on the runway since stripe is an undead pattern in the fashion industry.

Fig.9

COLOR

CYBER GREY

PASTEL PINK

YELLOW

ORANGE

RED

CYBER BLUE

Fig.11

Fig.10

Fig.12

Fig.13

Fig.14

Fig.15

he coming color trend will be cyber grey and blue. The main theme color of COTTON:ON â&#x20AC;&#x201C;

pastel pink and red. Also, the bright and warm color in fall winter, the yellow and orange.

PATTERN

Leopard Stripe

Floral

ZARA

FOREVER 21

Leopard J.Crew Fig.18

Fig.17

Fig.16

ZARA

Massimo

Stripe

Dutti

Next Fig.20

Fig.19

Tea Collection

Fig.21

Louis Louise

Fig.23

Fig.24

Floral

Pepe Jeans

Fig.22

Fig.25

rom the previous design, it can see that Unicorn is the most common print of COTTON:ONâ&#x20AC;&#x2122;s

design. Majority of the Unicorn graphic are covered by colorful sequin so as to make the clothing shiny and cute. Moreover, COTTON:ON used metallic fabric to create the graphic to make the clothing more dimensional and layering. Most of the woven dresses are A-line cutting. A-line cutting can let the children easy to run and jump. Also, the draping of the dresses is more natural and dimensional.

1 Brand

COTTON:ON

Division

Kids

Season

AW19/20

Size Range

1-10

Style Number

#792071-01

Description

Colors

Woven Short Sleeve Dress Purple, Grey

Country of origin

China

Fabric Content

100% Cotton Turn Inside Out Cold Hand Wash Separately

Garment Care

Do not Tumble dry Cool Iron Inside Out Do Not Dry Clean

Fabric

Measurement

Size

Height

Waist

Hip

100

108

115

120

125

130

135

140

Costing Sheet

Style Details Style Number

#792071-01

Season

AW 19/20

Garment Description

Woven Short Sleeve Dress

Country of Origin

China

Fabric Details

No. of Fabric

#VN-34223

Name of Supplier

ChangShu

Application

Full Body

Content

100% Cotton

Cut Table Width

58ã&#x20AC;&#x17E;

FOB Price Yards

$3.25

Yardage Yield

1.04

Total Fabric Cost

$3.38

Finance Charge (5%)

0.169

Total

$3.549

Remark: US Dollar

Packaging Detail Content

Application

Supplier

FOB

Quantity

Size Label

100% Polyester

$0.07

Care Label

100% Polyester

$0.07

Price Hang Tag

Recycling card

$0.04

Poly Bag

XiaMen Xie Shun

$0.015

Carton Box

21〞x 30〞 x30〞

XiaMen He Xing

$0.2

80pcs/box

Total

$0.395

Fabric Cost

$3.549

Packaging Cost

$0.395

Cut and Make

Washing

$0.6

Finishing

$0.31

Duty/Quota

Total Landed Cost

$6.854

2 Brand

COTTON:ON

Division

Kids

Season

AW19/20

Size Range

1-10

Style Number

#792071-02

Description

Colors

Woven Short Sleeve Dress Grey, Blue

Country of origin

China

Fabric Content

100% Cotton Turn Inside Out Cold Hand Wash Separately

Garment Care

Do not Tumble dry Cool Iron Inside Out Do Not Dry Clean

Fabric

Measurement

Size

Height

Waist

Hip

100

108

115

120

125

130

135

140

Costing Sheet Style Details Style Number

#792071-02

Season

AW 19/20

Garment Description

Woven Short Sleeve Dress

Country of Origin

China

Fabric Details No. of Fabric

#VN-34223

Name of Supplier

ChangShu

Application

Full Body

Content

100% Cotton

Cut Table Width

58ã&#x20AC;&#x17E;

FOB Price Yards

$3.25

Yardage Yield

1.04

Trimming Detail

Supplier

Cost (kg)

Quantity (kg)

Amount

Sequin

XiAn Xiong Fa

$13.95

0.03

$0.4185

Total Fabric Cost

$3.7985

Finance Charge (5%)

$0.190

Total

$3.9885

Remark: US Dollar

Packaging Detail Content

Application

Supplier

FOB

Quantity

Size Label

100% Polyester

$0.07

Care Label

100% Polyester

$0.07

Price Hang Tag

Recycling card

$0.04

Poly Bag

XiaMen Xie Shun

$0.015

Carton Box

21〞x 30〞 x30〞

XiaMen He Xing

$0.2

80pcs/box

Total

$0.395

Fabric Cost

$3.9885

Packaging Cost

$0.395

Cut and Make

$2.4

Washing

$0.6

Finishing

$0.31

Duty/Quota

Total Landed Cost

$7.6935

3 Brand

COTTON:ON

Division

Kids

Season

AW19/20

Size Range

1-10

Style Number

#792071-03

Description

Colors

Woven Short Sleeve Dress Silver, Gold

Country of origin

China

Fabric Content

98% Cotton 2% Spandex Turn Inside Out Cold Hand Wash Separately

Garment Care

Do not Tumble dry Cool Iron Inside Out Do Not Dry Clean

Fabric

Measurement

Size

Height

Waist

Hip

100

108

115

120

125

130

135

140

Costing Sheet

Style Details Style Number

#792071-03

Season

AW 19/20

Garment Description

Woven Short Sleeve Dress

Country of Origin

China

Fabric Details

No. of Fabric

#VN/WFSD-63288

Name of Supplier

Li Fung Hong

Application

Full Body

Content

98% Cotton 2% Spandex

Cut Table Width

58ã&#x20AC;&#x17E;

FOB Price Yards

$3.53

Yardage Yield

1.04

Total Fabric Cost

$3.6712

Finance Charge (5%)

0.184

Total

$3.8552

Remark: US Dollar

Packaging Detail Content

Application

Supplier

FOB

Quantity

Size Label

100% Polyester

$0.07

Care Label

100% Polyester

$0.07

Price Hang Tag

Recycling card

$0.04

Poly Bag

XiaMen Xie Shun

$0.015

Carton Box

21〞x 30〞 x30〞

XiaMen He Xing

$0.2

80pcs/box

Total

$0.395

Fabric Cost

$3.8552

Packaging Cost

$0.395

Cut and Make

$2.4

Washing

$0.6

Finishing

$0.31

Duty/Quota

Total Landed Cost

$7.56

4 Brand

COTTON:ON

Division

Kids

Season

AW19/20

Size Range

1-10

Style Number

#792071-04

Description

Colors

Woven Short Sleeve Dress Purple

Country of origin

China

Fabric Content

98% Cotton 2% Spandex (Excluding Trimming) Turn Inside Out Cold Hand Wash Separately

Garment Care

Do not Tumble dry Cool Iron Inside Out Do Not Dry Clean

Fabric

Measurement

Size

Height

Waist

Hip

100

108

115

120

125

130

135

140

Costing Sheet

Style Details Style Number

#792071-03

Season

AW 19/20

Garment Description

Woven Short Sleeve Dress

Country of Origin

China

Fabric Details No. of Fabric

#VN/WFSD-63288

Name of Supplier

Li Fung Hong

Application

Full Body

Content

98% Cotton 2% Spandex

Cut Table Width

58ã&#x20AC;&#x17E;

FOB Price Yards

$3.53

Yardage Yield

1.04

Total Fabric Cost

$3.6712

Finance Charge (5%)

0.184

Total

$3.8552

Remark: US Dollar

Trimming

No. of Fabric

#CSWM-SJ16-0906-B

Name of Supplier

ChangShu

Application

Front Pocket, Back Body

Content

100% Polyester

Cut Table Width

58ã&#x20AC;&#x17E;

FOB Price Yards

$2.56

Yardage Yield

0.7

Total Fabric Cost

$1.792

Finance Charge (5%)

0.090

Total

$1.882

Packaging Detail Content

Application

Supplier

FOB

Quantity

Size Label

100% Polyester

$0.07

Care Label

100% Polyester

$0.07

Price Hang Tag

Recycling card

$0.04

Poly Bag

XiaMen Xie Shun

$0.015

Carton Box

21〞x 30〞 x30〞

XiaMen He Xing

$0.2

80pcs/box

Total

$0.395

Fabric Cost

$5.7372

Packaging Cost

$0.395

Cut and Make

$2.6

Washing

$0.8

Finishing

$0.4

Duty/Quota

Total Landed Cost

$9.932

5 Brand

COTTON:ON

Division

Kids

Season

AW19/20

Size Range

1-10

Style Number

#792071-05

Description

Colors

Woven Short Sleeve Dress Blue, Pink

Country of origin

China

Fabric Content

96% Polyester 4% Spandex Turn Inside Out Cold Hand Wash Separately

Garment Care

Do not Tumble dry Cool Iron Inside Out Do Not Dry Clean

Fabric

Costing Sheet Style Details Style Number

#792071-02

Season

AW 19/20

Garment Description

Woven Short Sleeve Dress

Country of Origin

China

Fabric Details

No. of Fabric

#CSWM-PL-B-160908

Name of Supplier

ChangShu

Application

Full Body

Content

96% Polyester 4% Spandex

Cut Table Width

58ã&#x20AC;&#x17E;

FOB Price Yards

$3.18

Yardage Yield

1.04

Trimming Detail

Supplier

Cost (kg)

Quantity (kg)

Amount

Sequin

XiAn Xiong Fa

$13.95

0.06

$0.837

Total Fabric Cost

$4.1442

Finance Charge (5%)

$0.207

Total

$4.3512

Remark: US Dollar

Packaging Detail Content

Application

Supplier

FOB

Quantity

Size Label

100% Polyester

$0.07

Care Label

100% Polyester

$0.07

Price Hang Tag

Recycling card

$0.04

Poly Bag

XiaMen Xie Shun

$0.015

Carton Box

21〞x 30〞 x30〞

XiaMen He Xing

$0.2

80pcs/box

Total

$0.395

Fabric Cost

$4.3512

Packaging Cost

$0.395

Cut and Make

$2.8

Washing

$0.6

Finishing

$0.31

Duty/Quota

Total Landed Cost

$8.4562

6 Brand

COTTON:ON

Division

Kids

Season

AW19/20

Size Range

1-10

Style Number

#792071-06

Description

Colors

Woven Short Sleeve Dress Orange Stripe

Country of origin

China

Fabric Content

96% Polyester 4% Spandex Turn Inside Out Cold Hand Wash Separately

Garment Care

Do not Tumble dry Cool Iron Inside Out Do Not Dry Clean

Fabric

Measurement

Size

Height

Waist

Hip

100

108

115

120

125

130

135

140

Costing Sheet

Style Details Style Number

#792071-02

Season

AW 19/20

Garment Description

Woven Short Sleeve Dress

Country of Origin

China

Fabric Details No. of Fabric

#CSWM-PL-B-160908

Name of Supplier

ChangShu

Application

Full Body

Content

96% Polyester 4% Spandex

Cut Table Width

58ã&#x20AC;&#x17E;

FOB Price Yards

$3.18

Yardage Yield

1.04

Total Fabric Cost

$3.3072

Finance Charge (5%)

$0.165

Total

$3.4722

Remark: US Dollar

Packaging Detail Content

Application

Supplier

FOB

Quantity

Size Label

100% Polyester

$0.07

Care Label

100% Polyester

$0.07

Price Hang Tag

Recycling card

$0.04

Poly Bag

XiaMen Xie Shun

$0.015

Carton Box

21〞x 30〞 x30〞

XiaMen He Xing

$0.2

80pcs/box

Total

$0.395

Fabric Cost

$3.4722

Packaging Cost

$0.395

Cut and Make

Washing

$0.5

Finishing

$0.28

Duty/Quota

Total Landed Cost

$6.6472

1 U

nicorn print is one of the signature design print of COTTON:ON. It represents Fantasy, Dream,

Adorable. The color choices of this design are purple and grey color. The original color consideration of this dress are pastel pink and grey. The reason why it change to purple color is because the pattern of the unicorn. Pastel pink color did not make a good combination to the unicorn graphic since the graphic can not be seen clearly due to the color. After changing the color to purple, the combination looks better than before, but there are still a problem that the purple seems to be to sharp and bright. As a result, the purple color fabric tied dyed with grey color so that the color look softer than before. Another color choice of the dress is grey color. It is plain color with white text of â&#x20AC;&#x153;UNICORNâ&#x20AC;? at the collar.

2 T

he unicorn print at the right side of the garment and again it is the signature design print of

COTTON:ON. It represents Fantasy, Dream, Adorable. The hair of the unicorn are cover by purple sequins. The horn and the horse hoof are covered by yellow star sequins. The color choices of this design are grey and cyber blue color. The warp yarn is dark grey while weft yarn is light grey. The light and dark grey do make a good combination of coloring since the design looks much more layering. Another color choice of the dress is cyber blue. It is plain color with metallic cyber grey text of â&#x20AC;&#x153;UNICORNâ&#x20AC;? at the back of the hemline.

3 T

he third design of the collection is more modern and cybered. The design represents unknown,

mystery and fantasy. The color choices of this design are cyber grey and cyber gold color. Heating the unharmful silver and gold. Through heat pressing on the fabric. A shiny and reflective metal bar is created. The material can reflect just like a mirror. It is sure that most of the children will interest to this dress. Concerning whether the fabric will become too hard after the heat pressing because woven cotton does not contain elastic. A better elastic fabric contain spandex is being used to this dress. Even after the heat pressing, the fabric still have a soft hand feel.

4 F

ourth design is created according to the pattern trend of autumn winter 19/20. A little pocket in the

front and the full body of the back are leopard pattern. The fabric of the full body is the same as the third design. Half transparent gauze is used to cover the back body. The fabric content of the leopard pattern is 100% polyester. The color combination of this dress is purple match with the yellow color. In order to give a strong color impression, a pair of contrast color is being used. Keep the adorable patterns and color to make the design maintaining a fantasy and cute image.

5 T

he floral pattern is the design concept of the fifth dress. The color choices of this design are blue

and pink color. The flower print on blue fabric is pink color while the flower print on pink fabric is red color. The flowers are embroidery by sequins so as to make the design looks shining and feminine. Concerning whether the fabric will become too hard after the flower embroidery, the fabric use of this dress is polyester fabric with 4% spandex. As a result, the dress still have a soft hand feeling and the sequin will not crush with skin.

6 T

he stripe pattern is a bit different with the common stripe that the public seen. Majority of the stripe

pattern are in same spacing area. Also, the stripe pattern combine two coming trend colors-pink and orange. Warm color in autumn winter collection can grasp a good attention and provide a relaxation to human eyes.

Substainability

Fig.26

OTTON:ON is pursuing ethical sourcing, ethical design and developing eco-friendly environment.

COTTON:ON Foundation is an organization that set-up by COTTON:ON group. The organization aims to help the undeveloped countriesâ&#x20AC;&#x2122; children. Building school and provide a better living environment for the little kids. The collection Autumn Winter 19/20 is designed for COTTON:ON Foundation. Part of the revenue of this collection will be donated to the third world countries. The cut and make and the whole process of sourcing and developing do not involve any child labour and the minimum wages will be fully send to the labour to guarantee they do not be exploited. Also, COTTON:ON take cares of labour right so that there is fair working hours to ensure the workers have good physical and mental health. Customers can sponsor a kids in third world countries through COTTON:ON group. Purchase a piece of Autumn Winter 19/20 collection, customers can sponsor one kids.

Pricing Strategy

Retail Price: HKD 129

he collection is designed for COTTON:ON Foundation. As a result, part of the revenue of this collection will

be donated to the third world countries for the countries to build schools and medical needs. 30% of the profit of this collection will be donated to the undeveloped countries. This 30% profit includes the sponsor fee to the kids. At the same time, considering about the income of the target customers, it is reasonable to set a retail price in an affordable price. Moreover, comparing with other competitors, COTTON:ON has a relatively lower price range that is one of the strength of COTTON:ON.

Packaging Fig.27

Fig.28

s upper part has mentioned that the collection is designed for COTTON:ON

Foundation, the sustainable packaging has been considered seriously since COTTON:ON hope to indicate a positive attitude impression to their customers, supplier and staff. Besides the communities and the whole society, COTTON:ON also takes deep consideration and caring about the planet and the world. Reducing the environmental carbon footprint, it is necessary to think about exploring a better methods to have sustainable packaging. COTTON:ON group announced that they would never use plastic shopping bag under their operation in October 2018.The dream expectation is that over 1,400

COTTON:ON Plastic Bags

stores in 19 countries are going to remove plastic shopping bag by June 2019. If the situation could be achieved, COTTON:ON group will finally stop 38 million plastic shopping bags and provide less destroy to the whole environment. After

Fig.29

cutting the use of plastic shopping bags, COTTON:ON groups commit s to encouraging customers to bring their own shopping bags during the transaction. COTTON:ON not only encourages customers to bring their own bag, but also design a 100% recycle paper bag which made by recycling materials. This may be the first step only, but people always say, â&#x20AC;&#x153;A well beginning is half done.â&#x20AC;? The road of sustainability is far long, but it is never too late to start the journey. It is believed that the environment will be b etter when the goals being achieved.

COTTON:ON DIY Paper Bag

Promotion A

s the comparative shop report has mentioned that the target customers are 25-35 years old and they are generation Y

ladies. Generation Y is very familiar with digital devices. That is why they love using social media such as Facebook and Instagram. Also, they like to use a popular forum call Baby Kingdom so that they can share information to other mothers on the Internet. They are young, energetic and love dressing up their baby girl with some playful and fancy graphic design. These mothers sometimes go to handicraft workshop and kids play group during their social cycle. In recent years, COTTON:ON start to promote their design and products on Pinterest, one of the biggest online application sharing creative idea and graphic on the Internet. It is a good idea to promote the new collection on social media such as Facebook and Instagram. Moreover, if the target customers bought a piece of a dress from the autumn winter 19/20 collection, she can enroll the handicrafts workshops held by COTTON:ON in a sales fee. In the handicraft workshops, COTTON:ON can promote their recycling DIY paper bag also to publicize the environmental protection. Fig.30

Conclution Kids wear is playful and fantasy that you can always thinking out of boxes. Children is creative, active and energetic. Although the born rate is keep decreasing after the dragon year and zero-quota policy released. COTTON:ON can still grasp the market opportunities of the customers, the generation Y ladies. A group of women that familiar and addicted to social media which is a good platform for promotion. Moreover, nowadays more and more organizations pay attention to sustainable fashion industry. As a result, COTTON:ON takes care of ethical sourcing and design. Also, the human and worker rights. Besides, COTTON:ON shows a positive attitude on environmental protection. The brand stop using plastic shopping bags and encourage customers bringing their own shopping bags. COTTON:ON Foundation takes response to the kids in the third world countries. The organization builds schools in the undeveloped countries and provide medical supply to the needs. Concerning the needs of those children, the collection of Autumn Winter 19/20 is designed. A part of the revenue of this collection will be donated to the third world countries for building more facilities for the poor and want to make these children have a better living environment. Also, every piece from the collection been bought, the customers can sponsor one kids from the third world countries. In order to promote the new collection effectively, besides promoting the collection on social media and forum, COTTON:ON can encourage target customers to enroll the regular handicraft workshops held by the brands if they bought the new collection. COTTON:ON can promote their recycling DIY paper bag also to publicize the environmental protection. Fashion can be fancy, can be adorable. At the same time, keep the planet greenery and sustainable. It is trusted that COTTON:ON can be a global retail fashion brand which make a positive difference to peopleâ&#x20AC;&#x2122;s live.

Fig.31

Photo Reference Cover Page Photo: Cotton on, (2018). [Accessed at 01 /11 /2018] Fig.1 itpromag , (2018). [Accessed at 02/11 /2018] Fig.2 Pinterest, (2018). [Accessed at 03/11 /2018] Fig.3 Pinterest, (2018). [Accessed at 04/11 /2018] Fig.4 Pinterest, (2018). [Accessed at 04/11 /2018] Fig.5 Pinterest, (2018). [Accessed at 04/11 /2018] Fig.6 Pinterest, (2018). [Accessed at 04/11 /2018] Fig.7 Pinterest, (2018). [Accessed at 06/11 /2018] Fig.8 Pinterest, (2018). [Accessed at 06/11 /2018] Fig.9 Cotton on, (2018). [Accessed at 12 /11 /2018] Fig.10 Pinterest, (2018). [Accessed at 12/11 /2018] Fig.11 Pinterest, (2018). [Accessed at 12/11 /2018] Fig.12 Pinterest, (2018). [Accessed at 12/11 /2018] Fig.13 Pinterest, (2018). [Accessed at 13/11 /2018] Fig.14 Pinterest, (2018). [Accessed at 13/11 /2018] Fig.15 Pinterest, (2018). [Accessed at 13/11 /2018] Fig.16 Pinterest, (2018). [Accessed at 13/11 /2018] Fig.17 Pinterest, (2018). [Accessed at 14/11 /2018] Fig.18 Pinterest, (2018). [Accessed at 14/11 /2018] Fig.19 Pinterest, (2018). [Accessed at 14/11 /2018] Fig.20 Pinterest, (2018). [Accessed at 14/11 /2018] Fig.21 Pinterest, (2018). [Accessed at 15/11 /2018] Fig.22 Pinterest, (2018). [Accessed at 15/11 /2018] Fig.23 Pinterest, (2018). [Accessed at 15/11 /2018] Fig.24 Pinterest, (2018). [Accessed at 15/11 /2018] Fig.25 Cotton on, (2018). [Accessed at 13/11 /2018] Fig.26 Cotton on sustainability, (2018). [Accessed at 21/11 /2018] Fig.27 Cotton on packaging, (2018). [Accessed at 21/11 /2018] Fig.28 Karousell, (2018). [Accessed at 25/11 /2018] Fig.29 Pinimg, (2018). [Accessed at 25/11 /2018] Fig.30 Cotton on, (2018). [Accessed at 28/11 /2018] Fig.31 Cotton on, (2018). [Accessed at 28/11 /2018]

Website Reference Cotton on Hong Kong, (2018). Available at: https://cottonon.com/HK/ [Accessed at 01 /11 /2018] Cotton on Australia, (2018). Available at: http://cottonongroup.com.au/ [Accessed at 01 /11 /2018] Cotton on Foundation, (2018).Available at: https://www.cottononfoundation.org/ [Accessed at 01 /11 /2018] Etnet, (2018). Available at: http://www.etnet.com.hk/www/tc/news/mediaoutreach_news_detail.php?newsid=6687&page=13 [Accessed at 03 /11 /2018] Itpromag, (2018). Available at: http://itpromag.com/2018/09/20/cotton-on-adyen/ [Accessed at 04 /11 /2018] Fashion Snoops Trend Reports FW19/20, (2018). Available at: http://itpromag.com/2018/09/20/cotton-on-adyen/ [Accessed at 08 /11 /2018] Children Trend Direction FW 19/20 Levittown, (2018). Available at: http://itpromag.com/2018/09/20/cotton-onadyen/ [Accessed at 10 /11 /2018] Children Trend Direction FW 19/20 Dial-up, (2018). Available at: https://ubmfashion.com/blogs/childrens-trenddirection-fall-winter-2019-2020-dial [Accessed at 15 /11 /2018] Fashion Trend, (2018).Available at: http://drezy.info/ [Accessed at 21 /11 /2018]

Bibliography Cotton on Hong Kong, (2018). Available at: https://cottonon.com/HK/ [Accessed at 01 /11 /2018] Cotton on Australia, (2018). Available at: http://cottonongroup.com.au/ [Accessed at 01 /11 /2018] Cotton on Foundation, (2018).Available at: https://www.cottononfoundation.org/ [Accessed at 01 /11 /2018] Etnet, (2018). Available at: http://www.etnet.com.hk/www/tc/news/mediaoutreach_news_detail.php?newsid=6687&page=13 [Accessed at 03 /11 /2018] Itpromag, (2018). Available at: http://itpromag.com/2018/09/20/cotton-on-adyen/ [Accessed at 04 /11 /2018] Fashion Snoops Trend Reports FW19/20, (2018). Available at: http://itpromag.com/2018/09/20/cotton-on-adyen/ [Accessed at 08 /11 /2018] Children Trend Direction FW 19/20 Levittown, (2018). Available at: http://itpromag.com/2018/09/20/cotton-onadyen/ [Accessed at 10 /11 /2018] Children Trend Direction FW 19/20 Dial-up, (2018). Available at: https://ubmfashion.com/blogs/childrens-trenddirection-fall-winter-2019-2020-dial [Accessed at 15 /11 /2018] Fashion Trend, (2018).Available at: http://drezy.info/ [Accessed at 21 /11 /2018]