Fashion Marketing & Branding Stage 2 - Appendix: BU

APPENDIX

APPENDIX REFERENCES bibliography illustrations consent forms TUTORIAL SHEETS

1 | APPENDIX (PRIMARY METHODOLOGY)

1.1

SURVEY - 87 RESPONDENTS

1.2

BRAND CONCEPT FOCUS GROUP - 5 RESPONDENTS

1.3

BEAUTY MARKET FOCUS GROUP - 5 RESPONDENTS

1.4

ONE-ON-ONE INDUSTRY INTERVIEW - LACED AGENCY ( C O N V E R S AT I O N N O T E S )

1.5

E-MAIL INTERVIEW - FOUNDER OF SEEN CONNECTS

1.6

E - M A I L I N T E R V I E W - F O U N D E R O F S TA R S & S A G E

1.7

E-MAIL INTERVIEW - FOUNDER OF IVORY GLOSS

1.8

I N S TA G R A M P O L L - B R A N D V I S UA L S

2 ( S E C O N DA RY M E T H O D O L O G Y )

2 . 1 - E X T R A F I NA N C E C A L C U L AT I O N S

2.2 BU BOX PRICE CONTENTS

2.3

SEEN CONNECTS MORALITY CLAUSE

YOUR INFLUENCER CONTRACTS NEED A MORALITY CLAUSE: HERE’S ONE ON US. When news broke about Logan Paul and THAT video, a fire was ignited and questions began to spark, primarily around whether brands were safeguarded to work with influencers and what happens when a situation like this one occurs and you’re tired to an influencer by a legally binding contract.

Let’s be real – Logan Paul isn’t an anomaly. If anything, his poor decision making began a string of similar poor decisions made by influencers being brought to light, from all around the world. We’re only in March of this year and already to date 2018 has seen three similar, and large-scale, cases; White Moose Café, L’Oreal and Arya Mosallah.

Working with influencers doesn’t have to be a daunting prospect; you just have to choose the right influencers for your brand and ensure that your contracts have a morality clause.

We recently surveyed 2,000 influencers and our results show that 84% of their contracts don’t include a morality or break clause. At Connects, we strive for the industry to do influencer marketing the right way, so that you can have faith in your influencer strategy. So, we decided we might as well go ahead and deliver the goods; below is both a morality and break clause which we’d recommend including in all your influencer contracts.

BREAK CLAUSE The Client shall be entitled by notice in writing to suspend the engagement of the Influencer in the event of incapacity of the Influencer or if the production of the Influencer Campaign is materially disrupted by reason of an event beyond the Client’s control. The Client shall be entitled to terminate the Influencer’s engagement with immediate effect at any time after any of the following events (i) any such suspension continues for more than two (2) weeks; (ii) the Influencer is in breach of any of the material terms of this Agreement (iii) the Influencer shall become bankrupt or is threatened with bankruptcy proceedings; (iv) the Influencer ceases, or threatens to cease, to carry on the business of being an influencer or any substantial part of such business; (iv) the Influencer refuses to or is unable to attend an agreed event or location as part of the Services; and/or (v) the Influencer Campaign, agreed event or location is cancelled for reasons outside of the Client’s control. In the event of any termination or suspension of this Agreement, all rights granted to the Client in and to the products of the Influencer’s Services shall remain unaffected by any such termination or suspension and the Client shall cease to be liable to make any payments of remuneration to the Influencer save for in those circumstances in 6(v) above, where the Client shall discuss with the Influencer in good faith the Services already provided at the point of termination of this Agreement and shall agree a fair and reasonable remuneration for such Services, which shall be payable to the Influencer. The Client will all not become liable for any further sums due in respect of the Fee.

MORALITY CLAUSE The Influencer shall act with professionalism at all times. The Influencer represents and warrants that the Influencer has fully disclosed and provided to the Client prior to the execution of this Agreement, all information concerning: (i) any failure by the Influencer to conduct the Influencer’s self with due regard to public morals and conventions; (ii) any action by the Influencer which has or could degrade the Influencer in society, or which brings the same into public disrepute, contempt, scorn, or ridicule; (iii) any action of the Influencer which tends to shock, insult or offend the community or public morals or decency or damage Client or Brand’s reputation or its affiliated companies’ image; and/or (iv)any appearances made by the Influencer in any media which contains material not reasonably suitable for consumption by Client or Brand’s public audience. The Influencer shall immediately notify the Client of any additional information concerning the those events set out above which arises after the execution of this Agreement. The parties acknowledge the Client’s ability to advertise, market and promote the Influencer’s services without controversy or negative public relations implications is a material inducement to the Client entering into this Agreement. Therefore, if at any time during the Term of this Agreement, and/or during the performance of services for the Client, information concerning the Influencer becomes publicly newly available or newly known to the Client, or to the general public, which information Client determines to be inconsistent with the standards and expectations set out in this clause, the Client shall have the right without limitation, to immediately terminate this Agreement without liability or obligation. Conduct of the Influencer is a material condition of this Agreement.

After these recent knocks in the industry, we think it’s important that brands have everything they need to continue to feel comfortable when deciding how they want to work with influencers. Unforeseen incidents happen, it’s a way of life, but be prepared and you can ensure that your brand doesn’t suffer any of the negative consequences if they do.

http://seenconnects.com/wp-content/uploads/2018/03/Whitepaper-Morality-Clause-33.pdf

2.4

BU BOX MOCK-UPS

2.5

A . T. K E A R N E Y - B E A U T Y P O I N T O F S A L E M O D E L

2.6

E W G . C O M E T H I C A L R E G U L A T I O N L AW L I S T

2 . 7 C O N G L O M E R AT E M A P

2.8 MASLOW HIERACHY OF NEEDS MODEL

2 . 9 VA L S M o d e l

2 . 1 0 I N F L U E N C E R R O I / E R R AT I N G S

(Worked out from $ to £ currency) @SophiaTuxford - £221 - £370 per post @Cinziabayliszullo - £241 - £357 per post @Dirtyboysgetclean - £103 - £171 post @Bambidoesbeauty - £80 - £133 per post (lowest estimated earnings per post) £221 + £214 + £103 + £80 = £618 £618 x 12 months = £7,418 via: www.influencermarketinghub.com (2018)

2.11 WORDSTREAM 2016, TOP 10 E M O T I O NA L D R I V E R S

2 . 1 2 C U R AT I O N S U S C R I B E R PERFORMANCE

2.13 COMSCORE SURVEY 2016 DELETED APP GRAPH

2.14 THE GOOD SHOPPING GUIDE - ETHICAL SKINCARE RANKINGS (COMPETITORS)

2.15

MICRO INFLUENCER EFFECT S U R V E Y - D I G I DAY 2 0 1 6

Digiday. (2016). The rise of 'micro-influencers' on Instagram - Digiday. [online] Available at: https://digiday.com/marketing/micro-influencers/ [Accessed 1 May 2018].

RENT RESEARCH

£20,000 per annumum£20,000

BU’s warehouse will be based in Nottingham due to its close location to Laced Agency to keep distibution and employees central. (Via PropertyLink, 2018)

I N I T I A L T Y P E FA C E S

BU .

VISION:

BU

BU .

3 | REFERENCES

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Digiday. (2018). The rise of ‘micro-influencers’ on Instagram - Digiday. [online] Available at: https://digiday.com/marketing/micro-influencers/ [Accessed 8 May 2018].

Emarketer.com. (2017). Email Continues to Deliver Strong ROI and Value for Marketers - eMarketer. [online] Available at: https://www. emarketer.com/Article/Email-Continues-Deliver-Strong-ROI-Value-Marketers/1014461 [Accessed 13 May 2018].

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4 | BIBLIOGRAPHY

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5 | L I S T O F I L L U S T R AT I O N S

FIG 1 Colourbox (2013). Zig Zag Pattern. [image] Available at: https://www.colourbox.com/vector/popular-zigzag-chevron-grunge-pattern-background-vector-7395529 [Accessed 29 May 2018].

FIG 2 Pink Smudge. (2018). [image] Available at: https://www.pinterest.fr/melh35/texture_creme/ [Accessed 29 May 2018].

FIG 3 Crushed Eyeshadow. (2018). [image] Available at: https://www.pinterest.co.uk/swellbottle/ swell-textures/?lp=true [Accessed 22 May 2018].

FIG 4 Make Good Choices. (2018). [image] Available at: https://www.pinterest.co.uk/ pin/626281891903385489/?lp=true [Accessed 29 May 2018].

FIG 5 Pink Paint Smear. (2018). [image] Available at: https://www.designersguild.com/uk/dianthus-pink-paint/p12367 [Accessed 27 May 2018].

FIG 6 Ivy. (2018). [image] Available at: https://black-b-o-x.deviantart.com/art/Ivy-307488969 [Accessed 21 May 2018].

FIG 7 Binary Code Background. (2018). [image] Available at: https://www.123rf.com/photo_27360875_ stock-vector-abstract-black-and-white-binary-code-background-or-wallpaper-plus-seamless-pattern-included-in-swatc.html [Accessed 29 May 2018].

FIG 8 Pink Paint Smear. (2018). [image] Available at: https://www.designersguild.com/uk/dianthus-pink-paint/p12367 [Accessed 27 May 2018].

FIG 9 Peedle, J. (2018). BU Zig Zag. [image].

FIG 10 Veleza Logo. (2018). [image] Available at: https://veleza.com/ [Accessed 29 May 2018].

FIG 11 Map My Beauty Logo. (2018). [image] Available at: http://www.babsonbreakaway.com/map-mybeauty-1/ [Accessed 29 May 2018].

FIG 12 Think Dirty Logo. (2018). [image] Available at: https://www.rockymountainsoap.com/pages/thinkdirty [Accessed 29 May 2018].

FIG 13 BeautyLish Logo. (2018). [image] Available at: https://www.pinterest.com/ pin/712976184728298506/ [Accessed 29 May 2018].

FIG 14 Bella Shoot Logo. (2018). [image] Available at: http://www.bellashoot.com.au/ [Accessed 29 May 2018].

FIG 15 Glo Logo. (2017). [image] Available at: https://www.behance.net/gallery/59795385/Glo-iOS-App [Accessed 29 May 2018].

FIG 16 L’oreal Makeup Genius Logo. (2018). [image] Available at: https://www.bestproducts.com/beauty/ g1656/beauty-and-makeup-apps/?slide=5 [Accessed 29 May 2018].

FIG 17 Levert Beauty Logo. (2016). [image] Available at: https://www.byrdie.co.uk/indie-online-beauty-store [Accessed 29 May 2018].

FIG 18 21 Buttons Logo. (2018). [image] Available at: http://www.360capitalpartners.com/portfolio/21-buttons/ [Accessed 29 May 2018].

FIG 19 Cute App Logo. (2018). [image] Available at: http://www.findapps.com/cute/ [Accessed 29 May 2018].

FIG 20 CultBeauty Logo. (2018). [image] Available at: https://www.topcashback.co.uk/cult-beauty/ [Accessed 29 May 2018].

FIG 21 BeautyBay Logo. (2018). [image] Available at: https://www.studentbeans.com/student-discount/ uk/beauty-bay [Accessed 29 May 2018].

FIG 22 Youtube Logo. (2018). [image] Available at: https://www.youtube.com/ [Accessed 29 May 2018].

FIG 23 The Stell Logo. (2018). [image] Available at: https://www.thestell.com/ [Accessed 29 May 2018].

FIG 24 Ivory Gloss Logo. (2018). [image] Available at: https://www.ivorygloss.com/whats_inside [Accessed 29 May 2018].

FIG 25 Stars & Sage Logo. (2018). [image] Available at: https://starssage.com/ [Accessed 29 May 2018].

FIG 26 Peedle, J. (2018). BU Pink Minimal Logo. [image].

FIG 27 Little Known Box Logo. (2018). [image] Available at: https://www.littleknownbox.com/ [Accessed 29 May 2018].

FIG 28 The Vegan Kind Logo. (2018). [image] Available at: https://twitter.com/thevegankind [Accessed 29 May 2018].

FIG 29 Asos Logo. (2018). [image] Available at: http://www.asos.com/women/ [Accessed 29 May 2018].

FIG 30 Pink Parcel Logo. (2018). [image] Available at: https://www.pink-parcel.com/uk/?gclid=EAIaIQobChMIgOmwsvip2wIVjp3tCh2VwABBEAAYASAAEgKWM_D_BwE&gclsrc=aw.ds [Accessed 29 May 2018].

FIG 31 Glossybox Logo. (2018). [image] Available at: https://www.glossybox.co.uk/ [Accessed 29 May 2018].

FIG 32 Roccabox Logo. (2018). [image] Available at: https://roccabox.co.uk/ [Accessed 29 May 2018].

FIG 33 Birchbox Logo. (2018). [image] Available at: https://www.birchbox.co.uk/how-it-works?gclid=EAIaIQobChMIrrLJi_mp2wIV6LDtCh0VZQZSEAAYASAAEgLHmvD_BwE&gclsrc=aw.ds [Accessed 29 May 2018].

FIG 34 Lookfantastic Logo. (2018). [image] Available at: https://www.lookfantastic.com/ [Accessed 29 May 2018].

FIG 35 Sisley Logo. (2018). [image] Available at: http://www.sisley-paris.com/en-GB/skincare.html [Accessed 29 May 2018].

FIG 36 Cohorted Beauty Logo. (2018). [image] Available at: https://www.cohorted.co.uk/pages/black-edition [Accessed 29 May 2018].

FIG 37 Latestinbeauty Logo. (2018). [image] Available at: https://www.latestinbeauty.com/ [Accessed 29 May 2018].

FIG 38 Powder Logo. (2018). [image] Available at: https://box.thisispowder.co.uk/ [Accessed 29 May 2018].

FIG 39 Stars & Sage Logo. (2018). [image] Available at: https://starssage.com/ [Accessed 29 May 2018].

FIG 42 Pow. (2018). [image] Available at: https://box.thisispow.co.uk/ [Accessed 29 May 2018].

FIG 43 BLAH BLAH BLAH. (2018). [image] Available at: https://www.pinterest.com/ pin/281052832976159123/ [Accessed 29 May 2018].

FIG 44 Pink Girl Sketch. (2018). [image] Available at: https://www.instagram.com/katty.arty/?hl=en [Accessed 29 May 2018].

FIG 45 Peedle, J. (n.d.). Keep Doing U Boo. [image].

FIG 46 Peedle, J. (n.d.). iPhone App Mock Ups. [image].

FIG 47 Peedle, J. (n.d.). Subscription Box Mock-Up. [image] Available at: https://www.mockupworld.co/ free/category/packaging/ [Accessed 29 May 2018].

FIG 48 Birthday Balm Lipbalm. (2018). [image] Available at: https://www.blushboss.com/products/birthday-balm-dotcom [Accessed 29 May 2018].

FIG 49 Jeffree Star Lip Scrub. (2018). [image] Available at: https://jeffreestarcosmetics.com/products/ pancakes-syrup [Accessed 29 May 2018].

FIG 50 Kiehl Soap. (2018). [image] Available at: https://www.barneys.com/product/kiehl-27s-since-1851limited-edition-lavender-soap-bar-505438374.html [Accessed 29 May 2018].

FIG 51 Peedle, J. (n.d.). Subscription Box: Contents. [image].

FIG 52 Real Friends Sticker. (2018). [image] Available at: https://www.google.co.uk/search?q=tumblr+stickers+transparent&tbm=isch&source=lnt&tbs=isz:l&sa=X&ved=0ahUKEwjxxsydw4fbAhXLZlAKHRNIAgMQpwUIHw&biw=1180&bih=587&dpr=2#imgrc=TPe15WLpXiTE3M: [Accessed 29 May 2018].

FIG 53 Herbivore Rose Quartz Bottle. (2018). [image] Available at: https://www.herbivorebotanicals.com/ products/rose-quartz-illuminating-body-oil [Accessed 1 May 2018].

FIG 54 Pink Wifi. (2018). [image] Available at: https://www.google.co.uk/search?q=wifi+pink+icon&tbm=isch&source=lnms&sa=X&ved=0ahUKEwi0zoWTgLrbAhWGN8AKHa7iAjsQ_AUI3AIoAQ&biw=881&bih=631#imgrc=V3vgdtMNPvRb9M: [Accessed 20 May 2018].

FIG 55 Pink Girls Walking. (2018). [image] Available at: https://www.pinterest.co.uk/ pin/102738435233067861/?lp=true [Accessed 16 May 2018].

FIG 56 YAY Make-up. (2018). [image] Available at: https://www.google.co.uk/search?biw=881&bih=631&tbm=isch&sa=1&ei=4i8VW7PnEYySgAbS0L2oCQ&q=makeup+background+pink+yay&oq=makeup+background+pink+yay&gs_l=img.3...13542.14071.0.14313.4.4.0.0.0.0.192.440.0j3.3.0....0...1c.1.64. img..1.1.145...0i30k1.0.kPZxudNNU3o#imgrc=pl5RUzPKoU1kiM: [Accessed 23 May 2018].

FIG 57 Peedle, J. (2018). Phone Case BU. [image].

FIG 58 Peedle, J. (2018). Whatsapp Notification Beautybay. [image].

FIG 59 Peedle, J. (2018). BU Instagram Phone. [image].

FIG 60 Peedle, J. (2018). BU Instagram Screenshot. [image].

FIG 61 Glossier Instagram. (2018). [image] Available at: https://www.instagram.com/glossier/?hl=en [Accessed 23 May 2018].

FIG 62 Beauty Bay Influencer. (2018). [image] Available at: https://www.youtube.com/watch?v=-_xbVR_ QvgE [Accessed 18 May 2018].

FIG 63 Dirtyboysgetclean Instagram. (2018). [image] Available at: https://www.instagram.com/dirtyboysgetclean/?hl=en [Accessed 8 May 2018].

FIG 64 Lipstick Eating. (2018). [image] Available at: http://www.gurl.com/2014/10/01/horrifying-gross-lipstick-facts/ [Accessed 4 May 2018].

FIG 65 BOSS BABE (2018). [image] Available at: https://www.pinterest.com/pin/28105283294329123/ [Accessed 29 May 2018].

FIG 66 Dirtyboysgetclean Instagram. (2018). [image] Available at: https://www.instagram.com/dirtyboysgetclean/?hl=en [Accessed 8 May 2018].

FIG 67 Sophia Cinzia Instagram. (2018). [image] Available at: https://www.instagram.com/sophiaandcinzia/?hl=en [Accessed 21 May. 2018].

FIG 68 Instagram.com. (2018). bambi does beauty ⚡️ (@bambidoesbeauty) • Instagram photos and videos. [online] Available at: https://www.instagram.com/bambidoesbeauty/?hl=en [Accessed 3 May 2018].

FIG 69 Peedle, J. (2018). Save the date. [image].

FIG 70 Peedle, J. (2018). Laucnh Event [image].

FIG 71 Peedle, J. (2018). Tote Bag. [image].

FIG 72 Laced Nottingham. (2018). [image] Available at: http://lacednottingham.co.uk/ [Accessed 3 May 2018].

FIG 73 Laced Nottingham. (2018). [image] Available at: http://lacednottingham.co.uk/ [Accessed 3 May 2018].

FIG 74 Glossier Showroom. (2018). [image] Available at: https://www.harpersbazaar.com/beauty/makeup/a19240/glossier-showroom/ [Accessed 4 May 2018].

6 | CONSENT FORMS

7 | TUTORIAL SHEETS