The Repositioning of Women's Health and Fitness by jess haynes

SLICE: The Repositioning of Womenâ&#x20AC;&#x2122;s Health and Fitness JESSICA HAYNES

SLICE: The Repositioning of Womenâ&#x20AC;&#x2122;s Health and Fitness JESSICA HAYNES N0331642

Acknowledgement I would like to acknowledge that this was a group implementation project. Research and development of implementation and key points within the creation of the project will be similar, but explanation of the research and various aspects will vary; this will therefore result in a shared outcome. All shared work is stated in the referencing section, found in Appendix 1.

CONTENTS RESEARCH 06 09 10 16 22 24

INTRODUCTION METHODOLOGY THE MARKET THE CONSUMER PERCEPTUAL MAP RESEARCH INSIGHT

IMPLEMENTATION 26 26 28 29 31 32 34 36 48 55 56 58 60

THE CHALLENGE OBJECTIVES THE BIG IDEA BRAND PILLAR THE BIG CREATIVE IDEA CASE STUDIES SWOT CONTENT, PROCESS, DESIGN POSITIONING FUTURE RECOMMENDATIONS CONCLUSION REFERENCING BIBLIOGRAPHY

UNDERPINNING 64

APPENDIX

FIG.1 MAKING GRANOLA

INTRODUCTION This report aims to explore the reinvention of a health and wellness publication, to form a reconnection to a 16-24 year old audience, with an established platform to inform on a healthy lifestyle. Due to the expanding interest in health and wellness, there is a clear gap in the market for a publication which acts as a personalised motivational tool, centrally focused on trust, honesty and intelligence. Throughout this document you will be taken through the research process, with a focus on the consumer continuously at the forefront, which leads to brand development via underpinned analysis. With the consumer’s high demand for this health realisation, they know what they want, but need a focus on how this is delivered to them. This progression aims to create subtle changes within their lifestyle. As a result, the outcome will be in the form of a magazine to guide consumers to interact with the brand through an app and care package, developing their knowledge on leading a holistic, healthy lifestyle, via a brand that knows them and their needs.

FIG.2 SLICE MAGAZINE

PLEASE TAKE A‘SLICE.’

METHODOLOGY

As Slice Magazine is a new publication concept, research has been imperative to the project. The research has been categorised into two sections, primary and secondary, then evaluated to its full potential within each instance. Research was undertaken within each category to give full insights into specific areas, and to inform decisions made within the implementation of my magazine. A full methodology table can be found within the appendix.

PRIMARY Consumer focus has been central to research, which has then provided valuable underpinning to my concept. LSN Global Trend Briefing, Be:Fit Fitness Festival, surveys and cartograms gave depth to the trend awareness in competitorâ&#x20AC;&#x2122;s market and consumer awareness, while focus groups allowed consumer analysis of these areas. Consumer profiles and interviews with professionals allowed further research into key markets. Analysis of case studies then formed a base for challenges, insights and solutions I may come across.

SECONDARY Trend reports from WGSN, Mintel and LSN Seed have provided valuable information on future predictions, allowing improvement on opportunities for development within the brand and magazine concept. Online sources such as Ted, Trend Hunter and Creative Review provided foundation and educated me further on the potential of my idea. Articles within publications such as The Telegraph, The Guardian and The Independent have helped inform and update industry involvement with the topics explored.

FIG.3 BROCCOLINI

THE SPORTS MARKET With market sectors expanding into unknown territory, we see them guiding the consumer towards a multifunctional lifestyle. As a result, brands are looking for credible alternatives to achieve this ‘community wellness’ attitude, to gain loyalty and respect as a standout specialist in the crowd.

Psychologist Barry Schwartz explores this idea, writing ‘We have seen brands focus on what else they can expand into, but today it is about developing a clear brand architecture that allows consumers to make a simple choice (Kemp, 2013: Online).’ Over-extending brands rather than specialising can as a result cause problems, so being a specialist in a specific sector is key in developing brands.

The over arching trend Polarity Paradox, discussed in the LSN Global Trend Briefing, explains this expansion, which sees target consumers being given many choices, but are too ‘time-poor.’ Although brands and consumers seem to possess the ‘have it all mentality,’ (Arntson and Firth, 2014) and are adopting similar outlooks, this can cause confusion and cause consumers to lose trust with an overcrowded market of options. Sports, come technology brand, Nike is a prime example of a successful crossover in sectors; by being ‘Data-driven, but body-led (Parker, 2014),’ this new sense of brand freedom shows that brand lifestyles can easily be adopted, rather than settling for just being ‘a brand.’ Brands become a key part in people’s lives, and many competitors therefore now following suit.

FIG.4 NIKE VINTAGE MARL FIG.5 GRACE BELGRAVIA

‘Many operators have repositioned in order to appeal to people looking for ‘wellness’ services as opposed to just fitness orientated ones. (Clifford, 2013: Report)’ There are a number of wellness clubs who have captured the zeitgeist, creating clubs dedicated to mind, body, soul, healthy eating, workshops and workouts such as Grace Belgravia. Fitness brands are also repositioning themselves to appeal to this new attitude, such as Reebok and Fitness First, both ‘Changing how they speak about fitness and responding to consumers’ changing tastes (Summerton, 2014).’ While ‘Lifestyles are dictating a move towards shorter, intense, multifunctional classes, fuelling the rise of virtual and on-demand classes (WGSN, 2014),’ the continued expansion of budget sector gyms has been the biggest catalyst for uptake of sport and exercise, showing a progression for a focus on general health and wellbeing.

ONLINE ADOPTION FIG.6 GOLA SNEAKER

An advancement towards a community of health and wellness culture and lifestyle is constantly being shared online, to create a motivational central hub. Involvement within this promotes the attitude of the consumer, as well as inspiring others. Instagram can be described as one of these community hubs for health and wellness, with many users posting photos named ‘eat clean, train dirty,’ along with hashtags #eatclean, #fitspo and #superfoods, giving motivation to other users. WGSN trend analysts Varga and Hendry summarise this by describing such slogans to ‘empower,’ as ‘people increasingly adopt sport as a lifestyle choice in pursuit of the new body ideal of fit over skinny.’ We are also seeing the loved ‘selfie’ turn to the ‘healthie’ to ‘showcase the subjects’ discipline, motivation and control’ (Varga and Hendry, 2014), proving it is as much about the attitude as it is about the body.

Offline Connected Market - With the expanding reliance on technology, 63% of adults still view print magazines as a good way to ‘switch off’ and ‘disconnect’ from technology (Segel, 2013), keeping readers loyal to print format.

Targeting a female consumer with health and wellness through publications can be a precarious task, with many feeling unable to relate to the current market availability. Current publication can be seen as showing extreme lifestyle choices, rather than subtle ways to maintain personal health and wellbeing (see appendix 2-2.3). Interest specific magazines continue to dominate the market, whilst still increasing sales. Women’s Health (combined print and digital sales) are up 7.3% year on year, and Hearst’s weekly division has also grown by 1.3% period on period in both print and digital (Hearst, 2014). In a recent survey, it shows that 68% of the 16-24 target audience questioned now expect an online addition with a magazine (see appendix 2-2.3). With technology increasingly driving a transfer to digital formats, ‘Impatience and unwillingness to wait a month for new content is a key driver behind the adoption of digital magazines (Segal, 2013).’ In a conversation with Steve Watson, owner of Stack Magazine, this transfer to digital was discussed further; he said magazines ‘have the ability to put a wall around a subject, to appeal to a certain community. We have a limited time in the day, with the conversion to digital, so the thing is with independent magazines they put this information into small indices, so we have time for it (Watson, 2014).’ Although the ‘increasing reliance’ on mobile devices such as smartphones and tablets is ‘creating opportunities for operators to extend their brand into new product areas (Mintel, 2013),’ combining both on and offline could be favourable for the heath and wellness community.

FIG.7 KITCHEN SHELF

THE CONSUMER NEEDS

Adopting multiple and relevant regimes all at once is proving difficult for time poor consumers. With many seizing a ‘have it all’ mentality, they need efficiency, ease and brands that are personalised specifically with them in mind. With consumers now wanting to adopt different behaviours at different times, it is almost hypocritical, but they simply want something that will suit them at various stages in their day. The London 2012 Olympics had a large influence on women’s participation in sport, with many ‘inspirational performances’ from British female athletes (Miller, 2012). This rise in participation among women is encouraging, but to sustain this they must feel connected on various levels.

Director of Strategy at Sense World, Brian Miller, summarises this, where he states that ‘smart brands target moods and modes, and define moments of relevance in people’s lives (Arntson and Firth, 2014).’ Miller’s statement illustrates the way brands are now realising that to connect to the consumer, they must not change their behaviour, but tap into a deeper connection with ease. They must not change the consumer, but aid the process. Consumer Insight Specialist Sally O’Rourke states ‘Smart brands know that to truly connect with consumers, they need to prove they are listening to them and really hearing what they say,’ and only by ‘understand their customers’ true emotions (Holloway, 2013: Online)’ can this be achieved.

Speaking to potential consumers, I found that many used apps available in search for a personalised component, and would be interested in having something that they could ‘follow over a period of time, something that gives you a whole training routine and diet plan / recipe inspiration,’ because they like having ‘something to follow, especially on limited time’ (Henchoz, 2014). They also liked having something in print as well as digital format, as it felt more ‘real and achievable’ (see appendix 2-2.3). Jason Mander, head of trend insight at Future Foundation, identifies this trend as the ‘End of Inefficiency,’ where people are taking control of every aspect of their lives, but ‘The key is that the consumer has autonomy (Mander, 2013: Online).’ By creating multiple data collection platforms, consumers remain in control and efficient, an increasing demand within their ‘controlling’ life. Patrick Adams, Global Marketing for Victoria Secrets, expands on this movement, saying we need to ‘stop talking about customer experience and start creating interactions that are customized, personalized, relevant and omni-channel. If brands don’t make the commitment to clean up our mass approach to engagement and start producing real-time, relevant, individual and purposeful customer interactions – our customer will stop listening to us (Olenski, 2013),’ by adapting brands to focus purely on relevant, personalised consumer touch points, consumers form brand loyalty, in return for specifically tailored information.

FIG.8 LONG AND MR.COSY

FIG.9 AKT IN MOTION

Looking into current health and fitness, various types of enthusiasts can be identified; these have been categorised by interest into ‘The Fitness Focused, The Health Focused, The Lifestyle Focused and The Wellbeing Focused.’ Speaking to all consumers, it was obvious that they all aspired to maximise their own potential, while maintaining a healthy and balanced lifestyle. In an interview with a budget gym manager, it was suggested that women now specifically seek to be ‘stronger’ and ‘have better stamina,’ but it still remains important to educate at a younger age, as that is the ‘crucial age when they may develop bad habits’ (Lambert:2014). Teaching about health and wellness rather than image and diets can be seen as a fitting alternative to how the current on and offline markets address health and fitness (see appendix 2). By developing a connection between current consumer focuses and health and wellness, a rift between consumer and a more personalised publication can be formed.

FIG.10 BAKED EGGS

In a longitudinal study, by editor of Defining Ideas Emily Esfahani Smith and Professor of Marketing Jennifer Aaker, it was concluded that ‘Millennials (born between 1980 and 2000) appear to be more interested in living lives defined by meaning than by what some would call happiness,’ meaning they have been ‘forced to reconsider what a successful life constitutes’ (Smith and Aaker, 2013). It seems evident that the target consumer cannot be easily categorised by age, but rather by interests in lifestyles, and how these meanings translate over to success; this is a key concept to carry through to implementation stage, which can be seen on the following pages.

MEET CHARLOTTE THE HEALTH FOCUSED FIG.12 CHARLOTTE

MEET TALILLA THE FITNESS FOCUSED FIG.11 TALILLA

MEET EMMA THE WELLBEING FOCUSED FIG.14 EMMA

A NEGATIVE MIND WILL NEVER GIVE YOU A POSITIVE LIFE

MEET FIONA THE LIFESTYLE FOCUSED FIG.13 FIONA

FITNESS AND PERSONAL IMAGE FOCUS

PERCEPTUAL MAP A perceptual map has been used to analyse competitors in relation to a potential gap in the market. Throughout primary research, current magazines were stated to be unrelated to the consumer (see appendix 2-2.3), and differ in fitness and image focus or lifestyle focus. As a result, these have provided axis for the map.

RELATABLE TO OUR CONSUMER

There is also a section in the market which no competitor has ventured into, which backs up Dr. Christy Fergusson’s suggestion of people ‘being over informed at young age’ being ‘detrimental as it can cause people to have fear, for example fears of fats in foods’ (Fergusson, 2014), which was mentioned in her seminar at Be:Fit Festival, London. Being aware of this obvious gap in the market will become important when developing content, to avoid it being too influential to the younger section of the target audience.

SHAPE

UNRELATABLE TO OUR CONSUMER

As seen opposite, a potential magazine has found its place in the market, being relatable to the consumer, and offering a more lifestyle and wellbeing focus. By encompassing this, articles of interest can be delivered within the magazine, which the consumer will find engaging.

RUNNERS WORLD

WOMEN’S HEALTH

FIG.15 PERCEPTUAL MAP

COSMO BODY

POTENTIAL MAGAZINE

LIFESTYLE AND WELLBEING FOCUS

HEALTH

APPETITE FOR LIFE

RESEARCH INSIGHTS To conclude, a focus on consumer and brand interactions need to be personalised, customised and prove efficient. The consumer needs information, which they can benefit from, delivered in a way that will fit conveniently into their busy schedules.

- Brands are looking for credible alternatives to achieve ‘community wellness’ attitude, to gain loyalty and respect as a standout specialist in the crowd. Over-extending brands rather than specialising can result in problems, so being a specialist in a specific sector is key. - Brand freedom shows that brand lifestyles can be easily adopted, with many brands repositioning in search for wellness rather than fitness. - Involvement with motivational hubs promotes the attitude of the consumer, by appealing to this attitude, brands are changing how they speak about fitness and responding to consumer’s changing tastes. Subtle ways to maintain personal health and wellbeing are being sort after, with small changes to a current busy daily routine.

- It has been evident that although boundaries are being broken for brands and consumers to not be categorised by type or age, consumers can be categorised by interest in lifestyle visually, as long as they have the ability to personalise this at their disposal.

- Online additions to publications are now expected, but must duplicate branding over any platform, and be effortless to use. Brands need to connect with consumers, they need to prove they are listening to them and understanding their customer’s needs.

- There is an obvious gap in the market for a magazine which is relatable to the consumer, and more lifestyle / wellbeing focused rather than image and diet based, combating the rift between the consumer and disconnected publications.

- Data collection platforms are of interest, where the consumers remains in control as a result efficient, an increasing demand within their ‘controlling’ life. As a result the brand will have relevance in people’s lives, not changing the consumer, but aiding their process.

After assessing the current situation of the market and consumer, I am now in a position to discuss implementation development of the idea. The next section will explore the development of this issue, remembering the above analysis.

FIG.16 GROUP MEAL

THE CHALLENGE This section of the report aims to use collated research in order to determine development of the big idea, how this will translate creatively, then analysis, executions and future recommendations of this idea. By identifying a gap in the market, and assessing key ideas within current health and fitness, it has become apparent that there is demand, and a gap in the market, for a new publication in which this new holistic lifestyle is addressed. Consumers are increasingly relying on health and wellness at the core of their lifestyles, but fitting it all into a busy lifestyle can be a problem. Having a rise in app usage and Internet accessibility in this â&#x20AC;&#x2DC;tech-savvyâ&#x20AC;&#x2122; age, the challenge is finding a balance between on and offline, while still informing the user with a personalised element. My concept aims to reflect a lifestyle that is both achievable and honest, while remaining informative to the reader. By combining these, I am able to set clear objectives for my outcome.

FIG.17 COLLECTING IMAGES

- To establish a successful communication strategy for a new health and wellness magazine, with an online connection and personalised element, designed specifically with the consumer in mind - To demonstrate a big creative idea, which reinforces the health and wellness trend, whilst engaging emotionally with personal content - To guide consumers to interact with the brand through a range of formats, and develop their knowledge on leading a holistic, healthy lifestyle - To reinvent the aesthetic of existing health and fitness magazines, to target a younger consumer, and capture the current zeitgeist of health and wellness

FIG.18 OBJECTIVES

THE BIG IDEA After more in depth research into current health and wellness, a core idea has been created to offer guidance for content. The big idea is to reinvent the content featured in women’s health and fitness magazines, to appeal to a younger 16 – 24 year old female demographic, by looking at personalised content, and considering what they really want. The aim is to bring together a happy medium with print and online access, while connecting with a 16-24 female target audience, by establishing a platform to inform on healthy lifestyle. This will be delivered via a relatable brand, which acts as a personalised motivational tool. By undertaking a brand pillar exercise I am able to identify and understand a foundation for the implementation concept. This has been divided into three pillars - content, process and design. Key values within these are relatable, holistic and approachable, and by delivering these values the publication is able to remain true to the consumer’s wishes found throughout research.

CONTENT

PROCESS

DESIGN

RELATABLE

HOLISTIC

APPROACHABLE

Trustworthy Informative Understanding Relevant

Honest Achievable Motivational Interactive

Simple Down to Earth Subtle Intelligent

FIG.20 BRAND PILLAR

FIG.19 LOGO DEVELOPMENT

Understanding the consumer has been a core theme throughout research and the creation of the report. During focus groups and the cartogram undertaken (see appendix), it was mentioned that readers do not relate to the magazines, find them uninspiring, and a connected app with more personalisation to the brand is now expected. As a result, these points have been refined to develop the big idea creatively, which will inform the creative process and development, aiming to: - Revive the current typical aesthetic seen in the current market, in brands such as Womenâ&#x20AC;&#x2122;s Health, Shape and Cosmo Body.

- Produce a magazine which has a relatable target audience, with a connected app. - Adapt an app to inform on content for personalised end of month motivational box, providing touch points with the brand throughout the month, with individual objectives set By prioritising these creative points, an outcome that will be underpinned based on primary insight will be produced.

FIG.21 SPRING ONIONS

THE BIG CREATIVE IDEA

CASE STUDIES

NIKE SHE RUNS THE NIGHT

PUR REBRAND Pür is a new generation of wellness shops in Helsinki, encompassing healthy living and lifestyle together in one store. Pictograms are used within the store to deliver specialist knowledge and information, which all helps Pür to communicate it’s message of ‘holistic wellbeing, in an appealing, fun and informative way’ (Bond, 2014). Branding, identity and design are bought together using a soft and warm colour palette, intelligent observations and welcoming atmosphere, a contrast to the typical aesthetic of wellness stores, which tend to be ‘minimalist and clinical’ (LS:N Seed, 2014). Slice can benefit from Pür’s communication strategy, by offering a welcoming colour palette, teamed with informative interpretations of health and wellness.

Foodily allows the user to collect, create and share recipes via a simple online app and website. It is a social and food platform, with a Twitterlike feed, allowing the user to comment or add photos of their version of the recipe. There is a list of modifiers to narrow your search and related searches are suggested, which increases the more you interact within the brand, and the more it gets to know you, making it more personalized.

Frankie is a niche-style Australian magazine, offering friendly, real life inspiration for arts, crafts and fashion, celebrating creative talents and more. The publication is often portrayed as ‘The golden child of Australia’s contemporary print landscape’ (Johnson, 2012), with the publication finding a ‘special spot’ in many reader’s lives. Editor Jo Walker’s influence with the magazine is simple, she says ‘My goal with each edition is for it to be timeless. I want people to be able to pick up an edition of Frankie years later and still be able to read it.’ By offering a friendly tone of voice, the reader gains trust. Slice Magazine appreciates this idea of collecting timeless content, which is why we want to offer recipes to keep, along with posters and personal plans. Trust is also a key trait for Slice, so by carefully considering content, this will be built up, cementing the trust between reader and brand.

FRANKIE MAGAZINE

Foodily’s apps best feature is said to be its ‘search functionality, which helps you narrow your efforts in the vast sea of recipes online (Elliot, 2012).’ It also directs the user to a full website, but it isn’t optimised for a mobile screen; the app is free of charge, so this is to be expected. Slice wants to take a similar approach to functionality of its own app, which can then improve the users overall brand experience.

FOODILY APP

Nike are in pursuit of creating the ‘go to’ brand for sportswear with a community vibe, with their ‘She Runs the Night’ events. They tap into the safety element among women, encouraging them to exercise together, but have also incorporated a ‘community hub’ meeting point, coincidently outside Nike stores. Nike’s overall objective was ‘to find a way to connect with female runners and get them talking about Nike (Anon, 2013)’ in doing this, Nike have gained trust from the consumer, along with increased female footwear sales, while subconsciously connecting women to the store. Slice would like to interpret Nike’s idea of female community hubs, and the fact that women are embracing athleticism, to provide a trusting platform for our target audience.

FIG.22 FIG.23 FIG.24 FIG 25

FRANKIE MAGAZINE WE OWN THE NIGHT PUR REBRAND FOODILY APP

SWOT ANALYSIS To evaluate the validity of a new publication a SWOT analysis has been created. This allows for a more in depth look at the ‘internal strengths and weaknesses as they relate to external opportunities and threats’ (McDonald, 2011, p.46) within the creation and process of a magazine, entering into the current market. Priority key points to remember are within the weakness section, where realistic consumer and brand relationship / motivation will determine success of the brand. A brand PESTLE, has also been carried out (see appendix) which goes further into the macro marketing environment, looking at the wider implications out of the publications control.

STRENGTHS

WEAKNESSES

- Gap in the market for a publication aimed at a female 16-24 year old audience; nothing currently exists aimed specifically at this audience

- By aiming at a younger audience we are also aiming at a demographic who have less disposable income and are a digital generation

- Fitness and health is a huge emerging trend at the moment with Instagram being a driving platform for this trend, where consumers can interact easily

- People want more out of a subscription, magazine readers want the use of free apps included in the price, however it will be imperative that content differs over both platforms, can this be achieved?

- Campaigns such as Nike’s ‘She Runs the Night,’ have already engaged a huge proportion of women in fitness, and proves there is interest / demand globally

- Throughout research people find it hard to remain motivated with health and fitness throughout the year

OPPORTUNITIES

THREATS

- Through primary research we found that the content is not currently engaging enough with a younger generation, so by tapping into the Instagram style trends that they follow there is an opportunity to create engaging and interactive editorial content

- With mobile apps now in high demand and offering a wide range of fitness apps free online content proves a large threat

- After speaking to a budget gym manager there is opportunity to look at the potential of the magazine being in partnership with or supplied through a gym - To provide a weekly publication in conjunction with a self quantified data app via a mobile phone to interact with user via multiple platforms

FIG.26 SWOT ANALYSIS

- Free magazines are a huge threat, with the new Guardian supplement generating a similar message to that of our proposed magazine - Content is easily accessible online, which sees certain magazine sectors decreasing in sales

10%

SLICE CONTENT Content will be relevant to the consumer, specific, and link together to inform over all accessible platforms. Many of the magazines on the market are glossy images of women mentioned in the focus groups undertaken. This is one of the differences between creating a relatable publication, or an unreachable target, which Slice Magazine aims to combat. It will offer ways to move your body in moderate ways, fitting easily into the consumers busy life, allowing the ‘have it all mentality’ which is desired.

Following recipes is easy, as long as they are affordable and do not take too much time out of your busy routine. By making Slice Magazine relatable, we will be able to fit into your everyday routine, minus any excess fuss.

20% MOTIVATE TO ACHIEVE

10%

HONEST ATTITUDE Slice has an honest attitude, delivering hints and tips for small lifestyle changes throughout the month. Being an independent magazine we want to keep this truthful attitude throughout, gaining a friendship with the reader, but also realistic pointers. We love the tone of voice in Frankie Magazine and its subtle colour palette. Women of all ages want to be taken as intelligent individuals, so creating an intelligent and engaging read is part of the Slice Magazine experience. By using key trends and sports trends of the season, we want to deliver an intelligent interpretation of these to the reader.

INTELLIGENT READ

30%

FOLLOW / RELATE

10%

Having a friendship with the reader is an aim for slice. By having this friendship it brings trust, loyalty and honest opinions, along with a bit of give and take. Engaging with the reader, allowing them have input into Slice’s journey. We give you helpful information to help you, you take these tips to change your lifestyle in a positive way.

GIVE AND TAKE INFORMATIVE PLANS We believe motivation is a key ingredient to the creation of Slice, which will allow readers to achieve their personal goals, no matter what. If it’s simply buying a new pair of trainers you feel good in or speaking to others in a similar situation as you, Slice is there every step of the way. FIG.27 GREEN SMOOTHIE FIG.28 FRANKIE FIG.29 ANTHROPOLOGIE SNEAKERS

Knowing the correct information to suit you will allow you to lead the life you want, with added wellness. By providing informative plans, we can help guide your health and wellness, which can be adapted to suit you. We will even help you on FIG.30 CARAMEL PIE FIG.31 SD CATALOGUE things you aren’t so good at. FIG.32 LEAFLET FIG.33 OH SO PRETTY FIG.34 BLUEBERRY PARFAIT FIG.35 ONE FINE DAE

20%

SLICE PROCESS It was apparent visiting Be:Fit that there was a constant focus on food, which was also replicated when talking to consumers within primary research. As a result, food is a key part of the process for Slice magazine, app and care package. In a telephone conversation with Steve Watson from Stack Magazine, he suggested ‘Independents offer information that is timeless’ (Watson, 2014), so carefully considering the weekly process will inform on timeless content. Consumers now want ‘to understand information quickly with little effort - Therefore data Visualisation is essential as it gives a quick & digestible snap shot of progress. (Reid, 2014) so this process can then be easily translated via the app process, to inform the consumer. Moderation has been said to ‘ No longer be an option. Abstinence and indulgence, fasting and gorging are the new lifestyle patterns affecting consumer behaviour (Summerton, 2014).’ By taking these concepts and promoting a new weekly process to follow, we hope to encourage app users to sustain a healthy balance to be the best they can be, and maximise their potential.

In an interview with Sam Reid, app developer at The Upside, he was asked what made an app work to full potential, he simply replied ‘If an app offers no value people tend to simply not use it (Reid, 2014).’ Slice hopes that by offering the end of month care package people will want to use the app, where they will then gain a reason to keep using it, and buy into the whole process.

FIG.36 STONE FRUITS OF SUMMER

SLICE DESIGN Magazine - A subtle colour palette with a handwritten font throughout has been chosen to allow friendly interaction with the brand. Colour decision was considered via the brand pillar, where the mood boards created were to reflect the brand message simply, made of dusty pinks, light stone and pops of slate to contrast. Artists such as Cliff Briggie and Hend Krichen inspired this palette, with their use of macro ice art and artisan pottery. ShutterStock’s Global Design Trends directs towards a filtered look, with Instagram-esque imagery, and handwritten font, which is said to ‘represent a desire for stronger emotional connections in design’ (Black, 2014) This can be seen throughout the publication, as well as throughout the following moodboards and aesthetic development.

FIG.37 SLICE MOODBOARDS

FIG.38 SLICE MOODBOARDS2

FIG.39 SLICE DEVELOPMENT

FIG.40 SLICE DEVELOPMENT2

FIG.41 SLICE DEVELOPMENT3

FIG.42 SLICE APP

App - When considering the app and online presence, flat design has been said to be favourable for future apps. Flat design is â&#x20AC;&#x2DC;a minimalistic design approach that emphasises usabilityâ&#x20AC;&#x2122; (Creative Bloq, 2014), which will help the interaction over all usable platforms on IOS and android, making it functional, which is something of desire within the Slice app, this can be done by using simple icon like imagery and data collection.

After taking this into consideration, the above images show the app, which is connected to the publication. The initial screen allows the user to select a category, or view their data straight away, all going towards the making of their care package. By keeping flat design imagery, it allows for simple usage, and a clear path to follow within the app. Other screens can also be see, such as the walking routes, and recipe page, which categorises foods, then allows you to search for a specific recipe, with imagery.

POSITIONING

PRODUCT

PLACE

- Slice Magazine will be a weekly magazine, offering a more up to date alternative to month publications, providing bite size slices, making it easier to read and a cheaper publication – a main focus for target audience

- Slice will be sent to 300 select industry experts that will connect and appeal to the projected target audience. These must be fitting with brand identity (their aesthetic / persona suits the trust / honesty of Slice as a brand), which will generate interest and press attention.

- A connected online app is provided, input via app daily as much or as little information about health and wellness as the user likes, by the end of the month this will inform a motivational care package (online and offline connection)

- By using the magazine and app as a primary channel and the care package as a secondary channel platform the brand remains functional, offering a personal connection with reader and Slice

- Include things that are easy to track – e.g. pedometer / sleep patterns, providing a range of integrated products

- Users will then be guided throughout the month, building brand trust, and encouraged to share their own brand experiences via the app. Also able to see other users connections to health and wellness develop

- Health and wellness is a top trend, but has longevity to remain by targeting lifestyle aspirations of the target consumer (16-24) / needs and desires

- Budget gyms to stock in vending machines – quick on the go purchase, which will suit the customer requirements / purchasing patterns of being ‘time poor’

- By the end of the month the user will receive a motivational care package on how to target selected areas that they may want to improve on (products within the care package are dependant on the personalisation through the app)

- First edition will include work from food blogger Ella Woodward, and an insight into Be:Fit health and wellness festival. These will change each week and offer insight into lifestyle

- Engaging, subtle touch points, but constant friendly tone of voice. ‘Consumers don’t buy products or product attributes, they purchase benefits and emotional meanings’ (Levitt via Posnor 2011, p.37) remembering this will allow Slice to engage consumers emotionally, and give them monthly benefit via the care package by interacting with the brand - In a WGSN report it was reported ‘Slogans empower as people increasingly adopt sport as a lifestyle choice in pursuit of the new body ideal’ (Varga and Hendry, 2014: report) As a result, each publication will come with a cut out poster, which will change each week, offering motivational messages, popular within target consumer (see appendix), reminding them daily of the brand. - Offers choice and variety via personalisation

FIG.43 SLICE 4PS FIG.44 SLICE PACKAGE

PRICE - Price proved to be the biggest factor facing purchase decisions for the 16-24 year old consumer. Responding to this feedback, Slice will be priced at £2 a week, and this will include the use of the app and monthly care package. - In line with the pricing of other weekly magazines our consumers claimed to read, such as Grazia, Closer and Look who all retail for between £1.80- £2. - 19% of consumers surveyed claimed that their reason for not reading health and fitness magazines was to do with the price being too high, with the majority of publications priced between £3.50-£7, Slice will stand out in a highly saturated market.

- This price, including care package, will be feasible as we are providing a platform for brands to gain exposure through the promotion of their products. They would be required to provide sample size products for the boxes and in turn their brands would gain recognition as their products are circulated. - ‘Customers are becoming increasingly price savvy all the time and therefore are unlikely to be fooled by false value claims and deliberate price confusion’ (Parker via Jackson and Shaw, 2010) - The key to the pricing is not to over complicate it. Our consumers have been proven to want simple and good value pricing, so by keeping the price inclusive of all elements, and made payable on a weekly basis it will seem like less of a financial burden than a monthly or yearly subscription payment.

FIG.45 SLICE MAGAZINE

MULTIPLE PLATFORM ACCESS PROMOTION

LAUNCH

PRE-LAUNCH

The launch, like the rest of the process, will be focused around providing strong consumer interaction and service as ‘honest praise from happy customers will always be more effective than any sales copy you could write’ (Sernovitz, 2014). People need to gain a trust before they will spend any money. Know+ Like + Trust+ Buy

‘People don’t share advertising with their friends, but they will share something fun and exciting’ (Sernovitz, 2014) Slice will avoid traditional advertising, instead focusing on building a trusted brand via social media platforms such as Instagram, which we have identified as the greatest source of health and fitness image sharing for our consumers. This will be in keeping with brand pillars and will reply on word of mouth marketing to gain initial recognition. Step 1.

In terms of launching the magazine, a copy of the publication, and a complementary care package, will be sent to 100 influential food, fitness and health bloggers / popular Instagrammers, and they will be encouraged to share their experiences of this via Instagram. This aims to generate a buzz surround the publication pre-launch. Step 2. A website and Instagram will be set up in the meantime, sharing behind the scenes images of recipes and the creation of the publication. There will be a link on the website to sign up for discounted or early bird tickets for the launch, and a discount for the first month’s subscription. The reasoning behind raising a digital presence first is that it can ‘quickly provide someone with a long-term view of who/ how you are. That builds trust’ (McLellan, 2014). We want people to have heard of, and instantly feel a connection with the brand, before they even read the publication. Showcasing the behind the scenes process is the best way of showing the consumers what we do and why we do it, providing a feeling of authenticity.

Step 3. Through our research of the cultural calendar (see appendix 5), the launch will take place at Be:Fit 2015. Going by the success of the 2014 event, we feel this will be the best possible way to reach maximum expose to our target consumer. By choosing an event to launch at, we will be able to gain the face to face personal interactions, which consumers are so lacking in today’s digital culture.

DESKTOP

‘Fantastic customer service is a huge opportunity for word of mouth marketing’ ( Sernovitz, 2014) By offering a limited number of complimentary care packages to people who subscribe at the event we will be targeting a captive audience who are looking for instant benefits from signing up.

POST LAUNCH Step 4. Consumer feedback is the biggest way we want to gain interaction post launch, and by creating something for them to share will provide the best way of doing so. From tips in the magazine and for interaction with the app, consumers will be encouraged to share their food and fitness imagery with us via social media platforms Instagram and Twitter. The app and care package will also provide consistent consumer touch points. By seeing other peoples trusted and authentic images of how they are taking on board the tips and recipes it will help to widen the word of mouth marketing surrounding the brand, and will speak louder than any advertising. In the long term this will develop so that we evolve to generating user generated content within the publication, to develop our important consumer interactions.

FIG.46 MULTIPLE PLATFORM

TABLET

PHONE

FUTURE RECOMMENDATIONS Once Slice is established as a brand, it aims to expand within four key areas. Below are short and long term recommendations that will be projected over the next year. SHORT TERM Contributors - Slice aims to contact and collaborate with industry officials, such as fitness specialists, illustrators and bloggers. These will be specially sourced, ensuring that the brand ethos remains consistent throughout all collaborations. LONG TERM

User Generated Content - Once an online presence has been created, Slice will make use of User Generated Content, ensuring users are always involved in the Slice process, becoming regular sharers of experience as well as the chance to feature in the magazine. Andy Sernovitz, best selling author of Word of Mouth Marketing, states that ‘when your fans contribute something to your brand, it makes them feel more connected to your company and like they’re a part of the family — not a “user.” (Sernovitz, 2014)’ which explains the relationship Slice wants with the consumer. Slice Community Fitness Parties – Community fitness and group fitness has proved popular within initial market research, showing people are searching for different types of health and fitness, incorporating a fun, party like atmosphere. Slice aims to create pop up parties like this, showing the target audience how to motivate the community. Stand at Be:Fit – After the success of Be:Fit health and fitness festival this year, Slice aims to have its own stand, interacting first hand with the consumer, spreading the word of the brand, and finding potential new collaborations for future care packages and content.

FIG.47 SLICE MAGAZINE FIG.48 SLICE POSTERS

CONCLUSION To conclude this report, a range of research has been looked at in order to establish current consumer behaviours and need for lifestyle fulfilment. Demands within women’s health and wellbeing sector create opportunities for a magazine and brand to specifically target this consumer, offering space for development of Slice Magazine. By specifically targeting the gap in the market, and creating a consumerfocused brand, the publication offers subtle maintenance of personal health and wellbeing, rather than an extreme lifestyle choice, which is currently seen in researched magazines on the market. By focusing on trust, honesty and being relevant, key terms within research, Slice aims to be identifiable to the consumer, while remaining informative and achievable; this formula seen within the brand pillar will be key to the success of the publication, which is where Slice’s brand identity and marketing strategy will focus.

The Millennial group are now looking to live their lives defined by meaning, seizing a ‘have it all’ mentality. To fulfil this, they need efficiency, ease and brands that are personalised specifically with them in mind. By incorporating collective platforms, Slice will offer as much or as little connection as they wish, suiting various stages within their day, allowing them to obtain this mentality. By combining on and offline touch points, users can take control of numerous aspect of their lives, which has proved favourable within the development of a health and wellness community. Slice’s customized, individual interaction allows the delivery of a motivational care package every month, keeping an on going relationship, and input from both consumer and magazine, which will keep the partnership running.

FIG.49 SLICE EDITOR’S LETTER

REFERENCES ANON, 2013. Nike She Runs The Night – strategy, execution, results of Nike’s groundbreaking campaign [online] Marketing Magazine. Available at: http://www.marketingmag.com.au/case-studies/she-runs-the-night-strategy-execution-results-of-nikes-groundbreaking-campaign-39847/ [Accessed 20 March]. ARNTSON, T., and FIRTH, P., 2014. LS:N Global Trend Briefing: The Polarity Paradox . [Lecture open to public, Broadway Cinema]. 26 March. BLACK, J., 2014. Infographic: Shutterstock’s Global Design Trends 2014. [online]. Shutterstock. Available at: http://www.shutterstock.com/blog/ infographic-shutterstocks-global-design-trends-2014 [Accessed 21 April].

SERNOVITZ, A., 2014. 3 Ways to let you fans do the talking [online] Available at: https://www.damniwish.com/3-ways-to-let-your-fans-do-the-talking/ [Accessed 24 April]. SERNOVITZ, A., 2014. How to get everyone to see your fan’s love [online]. Available at: https://www.damniwish.com/how-to-get-everyone-to-seeyour-fans-love/ [Accessed 24 April]. SERNOVITZ, A., 2014. The “It’s not and ad” Issue [online]. Available at: https://www.damniwish.com/newsletter-983-the-its-not-an-ad-issue/ [Accessed 24 April]. SMITH, E.E., and AAKER, J.L., 2013. Millennial Searchers [online]. The New York Times. Available at: http://www.nytimes.com/2013/12/01/opinion/ sunday/millennial-searchers.html?pagewanted=1&_r=1&rref=opinion&hpw [Accessed 15 April].

BOND, 2014. Pür Retail Design and Branding [online]. Bond Creative Agency. Available at: http://www.bond.fi/pur/ [Accessed 15 April]. CLIFFORD, E., Mintel Group Ltd.. 2013. Dieting Trends, November 2013. [online] Mintel. Available at: http://academic.mintel.com/ display/638292/#atom0 [Accessed 16th February 2014] CREATIVE BLOQ, 2014. 5 big visual design trends for 2014. Creative Bloq. Available at: http://www.creativebloq.com/design/visualtrends-2014-11410446. [Accessed 21 April].

SUMMERTON, D., Darcy Summerton (darcy.summerton@gmail.com) 2014. NTU Trend Q and A. 22 March 2014. Email to: Romy Litchfield (romyellena07@live.co.uk). VARGA, C., and HENDRY, V., 2014. Motivational slogans: sport trend analysis [online]. WGSN. Available at: http://www.wgsn.com/content/report/ Trend_Analysis/Sport/2013/December/-motivational-slogans--sport-trend-analysis.html [Accessed 18 February 2014]. WATSON, S., 2014. Founder of Stack independent magazines: Telephone conversation with Jessica Haynes. 11 March 2014.

ELLIOT, M., 2012. How to Find and Share Recipes with Foodily [online]. CNet. Available at: http://www.cnet.com/uk/how-to/how-to-find-and-sharerecipes-with-foodily/ [Accessed 04 March]. FERGUSSON, C., 2014. Be:Fit Women’s Health and Fitness Festival. [Exhibition open to public, Old Billingsgate, London]. 28 March 2014. HEARST MAGAZINES UK, 2014. Hearst Magazines UK Releases Solid Set Of Combined ABC Figures For July – Dec 2013 [online] Available at: http:// www.hearst.co.uk/magazines/011-1417-Hearst-Magazines-UK-releases-solid-set-of-combined-ABC-figures-for-July--Dec-2013.html. [Accessed 22 February 2014]. HENCHOZ, T., 2014. (talillahenchoz@hotmail.co.uk) 2014. Health and Fitness Questions. 04 March. Email to: Jessica Haynes (N0331642@ntu.ac.uk).

HOLLOWAY, N., 2013. Simplicity: Consumers Desire to Escape Chaos [online] Verbatim. Available at: http://blog.communispace.com/connect/simplicityconsumers-desire-to-escape-chaos/ [Accessed 28 March]. JOHNSON, B., 2012. Getting Frank with Frankie [online]. Available at: http://www.broadsheet.com.au/melbourne/arts-and-entertainment/article/ getting-frank-frankie [Accessed 12 April]. KEMP, N., 2013. Tuning Out: Why brands need to disconnect and embrace the new simplicity [online]. Marketing Magazine. Available at: http://www. marketingmagazine.co.uk/article/1176005/tuning-out-why-brands-need-disconnect-embrace-new-simplicity [Accessed 04 April 2014]. LAMBERT, J., 2014., (james.lambert@puregym.com) 2014. Health and Fitness Trend within Pure Gym. 24 February. Email to: Jessica Haynes (N0331642@ntu.ac.uk). LS:N SEED, 2014. HEALTHY BALANCE: PÜR REBRANDING CHANGES THE TONE [online]. Available at: https://www.lsnglobal.com/seed/article/15275/ healthy-balance-puer-rebranding-changes-the-tone [Accessed 20 March]. MCDONALD, M., 2011. Marketing Plans: How to Prepare Them, How to Use Them, 7th ed. Butterworth Heinemann: Oxford. MANDER, J,. 2011. The End of Inefficiency? [online]. Future Foundation. Available at: http://blog.futurefoundation.net/tag/price/page/2/. [Accessed 08 April]. MCLELLAN, D., 2014. They’ll Buy When They Trust [online]. Available at: http://wordofmouth.org/blog/theyll-buy-when-they-trust [Accessed 24 April]. MILLER, M., 2012. London 2012 Helps Encourage a Boom in Women’s Sports Participation [online]. Available at: https://www.gov.uk/government/ news/london-2012-helps-encourage-a-boom-in-womens-sports-participation [Accessed 23 March]. OLENSKI, S., 2013. 2014 Marketing Predictions with a Twist [online]. Forbes. Available at: http://www.forbes.com/sites/ steveolenski/2013/12/16/2014-marketing-predictions-with-a-twist/2/ [Accessed 06 March]. POSNER, H., 2011. Marketing Fashion. London: Laurence King Publishing Ltd. REID, S., Sam Reid (Sam@ontheupside.net) 2014. NTU App Q and A. 19 March 2014. Email to: Jess Haynes (N0331642@ntu.ac.uk). SEGAL, H., 2013. Magazines UK June 2013 [online]. Mintel. Available at: http://academic.mintel.com/display/638105/ [Accessed 15 February 2013].

WGSN Report, 2014. New workouts: sport emerging trend analysis [online] WGSN. Available at: http://www.wgsn.com/content/report/Trend_Analysis/ Sport/2014/01jan/New_fitness_trend_analysis.html [Accessed 18 February 2014]. ILLUSTRATIONS FIG 1. LITCHFIELD, R., Making Granola. 2014. [digital image]. FIG 2. Slice Magazine. 2014. [own image]. FIG 3. Broccolini. [online image]. Available at: http://2.bp.blogspot.com/--Gpp-8x_e0c/T9pIrTrVSoI/AAAAAAAACgs/_voUeNA4RB4/s1600/ OW+Broccoli,+TZ+5055,+032712+(7).JPG [Accessed 17 March 2014]. FIG 4. Nike Vintage Marl. 2012. [online image]. Available at: http://fancy.com/things/203477856209082431/Nike-Vintage-Marl-Logo-Crew-NeckSweater [Accessed 08 April 2014]. FIG 5. Grace Belgravia. 2012. [online image]. Available at: http://hauteliving.com/2012/12/grace-belgravia-london’s-most-exclusive-all-female-gymopen-its-doors/328211/ [Accessed 09 April 2014]. FIG 6. Gola Sneakers. 2013. [online image]. Available at: http://www.metro.us/wp-content/uploads/2013/10/AKT-7.jpeg [Accessed 01 March 2014]. FIG 7. Kitchen Shelf. 2012. [online image]. Available at: http://blog.imbreannarose.com/wp-content/uploads/2012/06/jennifer-causey-4.jpeg [Accessed 20 April 2014]. FIG 8. Long and Mr. Cosy. 2014. [online image]. Available at: http://www.workoutlife.com/collections/collection-2-life/products/long-and-mr-cosyflame-melange [Accessed 21 April 2014]. FIG 9. AKT in Motion. 2013. [online image]. Available at: http://www.wellandgoodnyc.com/2013/11/01/first-look-inside-akt-in-motions-new-uppereast-side-studio/#first-look-inside-akt-in-motions-gorgeous-new-studio-4 [Accessed 21 April 2014]. FIG 10. Baked Eggs. 2014. [online image]. Available at: http://www.cannellevanille.com/gluten-free/baked-eggs-potatoes-asparagus/ [Accessed 04 May 2014]. FIG 11. Talilla Profile. 2014. [own image]. FIG 12. Charlotte Profile. 2014. [own image]. FIG 13. Fiona Profile. 2014. [own image]. FIG 14. Emma Profile. 2014. [own image]. FIG 15. Perceptual Map. 2014. [group image]. FIG 16. Group Meal. 2013. [online image] Available at: http://3.bp.blogspot.com/-jRM5ZnoRDrE/T1Fod80oj6I/AAAAAAAAHAw/WXOT5wi_y1o/s1600/ CHILI_MEAL2.jpg [Accessed 21 April 2014]. FIG 17. Collecting Images. 2014. [own image]. FIG 18. Objectives. 2014. [group image]. FIG 19. Logo Development. 2014. [own image]. FIG 20. Brand Pillar. 2014. [group image]. FIG 21. Spring Onion. 2013. [online image]. Available at: http://dollyandoatmeal.files.wordpress.com/2013/04/garlic.png [Accessed 21 April 2014]. FIG 22. Frankie Magazine. 2014. [online image]. Available at: http://www.frankiepress.com.au/shop/images/detail/product-1180-070427.jpg [Accessed 02 April 2014]. FIG 23. We Own The Night. 2013. [online image]. Available at: http://p2.wawalove.pl/p2.wawalove.pl/4ee3fec8c2bb3cd109b540510312213e.jpg [Accessed 19 April 2014]. FIG 24. PUR Rebrand. 2014. [online image]. Available at: http://d39fx46bzv2q62.cloudfront.net/wp-content/uploads/2014/03/28.jpg [Accessed 19 April]. FIG 25. Foodily App. 2014 [online image]. Available at: http://www.theiospost.com/storage/Foodily-2.0-iPhone5-2.png?__SQUARESPACE_ CACHEVERSION=1353055998768 [Accessed 21 April 2014]. FIG 26. SWOT Analysis. 2014. [group image]. FIG 27. Green Smoothie. 2014. [own image].

FIG 28. Frankie Magazine. 2013. [online image]. Available at: http://cdn.shopify.com/s/files/1/0319/8329/products/sun-mrn-magazine-frankie-issue14-plants-and-flowers-cover_1024x1024.jpg?v=1388988635 [Accessed 21 April]. FIG 29. Anthropologie Sneakers. 2013. [online image] Available at: http://camillestyles.com/beauty-style/10-best-sneakssss/?slide=3 [Accessed 02 February]. FIG 30. Salted Caramel Pie. 2013. [online image] Available at: http://www.almostmakesperfect.com/2013/11/26/salted-caramel-pie/ [Accessed 02 February 2014]. FIG 31. SD Catalogue. 2013. [online image]. Available at: http://www.losiento.net/entry/sd-catalogue [Accessed 20 February 2014]. FIG 32. Leaflet. 2013. [online image]. Available at: http://tetusin.com/leaflet/20130115_1654451183/ [Accessed 21 February 2014]. FIG 33. Oh So Pretty. 2014. [online image]. Available at: http://clementinedaily.com/2014/02/brew-homemade-flavored-coffee/ [Accessed 21 February 2014]. FIG 34. Blueberry Parfait. 2014. [online image] Available at: http://www.pinterest.com/pin/128634133081528171/ [Accessed 22 February 2014]. FIG 35. One Fine Dae. 2013. [online image]. Available at: http://www.pinterest.com/pin/237283474091336728/ [Accessed 22 February 2014]. FIG 36. Stone Fruits of Summer. 2014. [online image]. Available at: http://www.cannellevanille.com/gluten-free/the-stone-fruits-of-summer/ [Accessed 04 May 2014]. FIG 37. Slice Moodboards. 2014. [own image]. FIG 38. Slice Moodboards 2. 2014. [own image]. FIG 39. Slice Development. 2014. [own image]. FIG 40.Slice Development2. 2014. [own image]. FIG 41. Slice Development3. 2014. [own image]. FIG 42. Slice App. 2014. [own image]. FIG 43. Slice 4ps. 2014. [group image]. FIG 44. Slice Package. 2014. [own image]. FIG 45. Slice Magazine. 2014. [own image]. FIG 46. Multiple Platform. 2014. [own image]. FIG 47. Slice Magazine. 2014. [own image]. FIG 48. Slice Posters. 2014. [own image]. FIG 49. Slice Editors Letter. 2014. [own image].

BRANDON, R., 2011. Ugly Beauty: Helena Rubinstein, L’Oreal, and the Blemished History of Looking Good. 1st ed. New York: Harper; Enfield: HarperCollins Publishers

BIBLIOGRAPHY

HAYNES, J., (N0331642@ntu.ac.uk) 2014. Graze Box Subscription. 02 March. Email to: Jesse Clark (jessetaryn_@hotmail.co.uk).

ALLEN, F., (Fea369@hotmail.com) 2014. Health and Fitness Questions. 05 March. Email to: Jess Haynes (N0331642@ntu.ac.uk).

HAYNES, J. (N0331642@ntu.ac.uk) 2014. Health and Fitness Questions. 03 March. Email to: Fiona Allen (Fea369@hotmail.com).

60 ANOKHINA, A., 2014. The Psychology of Dieting [online]. TrendHunter. Available at: http://www.trendhunter.com/keynote/diet-health-keynote. [Ac-

CLARK, J., (jessetaryn_@hotmail.co.uk) 2014. Graze Box Subscription. 02 March. Email to: Jess Haynes (N0331642@ntu.ac.uk). DAWESAR, A., 2013. Life in the Digital Now [online] Available at: http://www.ted.com/talks/abha_dawesar_life_in_the_digital_now.html [Accessed 22 February]. DENT, T., (nasha14@hotmail.com) 2014. Health and Fitness Questions. 04 March 2014. Email to: Jess Haynes (N0331642@ntu.ac.uk) DILLNER, L., 2014. Should I get up earlier to lose weight? [online]. The Guardian. Available at: http://www.theguardian.com/lifeandstyle/2014/apr/13/ get-up-earlier-lose-weight [Accessed 15 April]. GANDER, K., 2014. Sony Sells Waterproof Walkman in Bottle of Water [online]. Available at: http://www.independent.co.uk/life-style/gadgets-and-tech/ news/sony-sells-waterproof-walkman-in-bottle-of-water-9122124.html [Accessed 12 March]. GILL, L., 2013. The 10 Best Health and Fitness Apps of 2013 [online] Available at: http://www.idownloadblog.com/.../best-health-fitness.../. [Accessed 04 March]. GOUGH, C., (charlotte_gough@ymail.com) 2014. Health and Fitness Questions. 04 March 2014. Email to: Romy Litchfield (romyellena07@live.co.uk) GRIFFITHS, S., 2014. The Jacket That Makes You Run Faster Using Flashing Lights [online]. Daily Mail. Available at: http://www.dailymail.co.uk/sciencetech/article-2584577/The-jacket-makes-run-faster-Smart-garment-lights-flashes-youre-quick-enough.html [Accessed 20 March 2014]. GUTSCHE, J., 2014. Lifestyle Trend Report [online]. Trend Reports. Available at: http://www.trendreports.com/Lifestyle-Trend-Report. [Accessed 22 February 2014].

cessed 22 February 2014].

HAYNES, J. (N0331642@ntu.ac.uk) 2014. Health and Fitness Trend within Pure Gym. 22 February. Email to: James Lambert (james.lambert@ puregym.com).

ANON, 2014. About Us [online] BirchBox. Available: https://birchbox.co.uk/about-us [Accessed 28 February].

HAYNES, J., (N0331642@ntu.ac.uk) 2014. Health and Fitness Questions. 04 March 2014. Email to: Tasha Dent (nasha14@hotmail.com)

ANON, 2014. Amoda Tea, Your Tea Discovery [online] Amoda Tea. Available at: http://www.amodatea.com [Accessed 28 February].

HAYNES, J., (N0331642@ntu.ac.uk) 2014. NTU Q and A. 13 March 2014. Email to: Sam Reid (Sam@ontheupside.net).

ANON, 2014. Conscious Box, Natural Choices for Healthier Living [online] Conscious Box. Available at: http://www.consciousbox.com [Accessed 28 February].

HAYNES, J., (N0331642@ntu.ac.uk) 2014. We Love Your Food Interview. 22 February. Email to: Ella Woodward (ella@deliciouslyella.com). KATE, 2014. About Us [online] Glossy Box. Available at: http://www.glossybox.co.uk/about-us [Accessed 28 February].

ANON, 2014. Darby Smart, Don’t Buy Style, Make it [online] Darby Smart. Available at: http://www.darbysmart.com/about [Accessed 28 February]. KEYS, J. (judithkeys999@hotmail.com) 2014. Health and Fitness Interview. 24 February. Email to: Romy Litchfield (romyellena07@live.co.uk). ANON, 2014. Fabletics, How it Works [online] Fabletics. Available at: http://www.fabletics.com/works.htm [Accessed 28 February]. ANON, 2014. Feel Good Discovery [online] Bulu Box. Available at: http://www.bulubox.com/box [Accessed 28 February]. ANON, 2014. Graze Box Snacking Reinvented [online] Nature Delivered Ltd. Available at: http://www.graze.com/uk/ [Accessed 28 February].

KING, M., Mintel Group Ltd., 2010. Women’s Magazines – UK [online] Mintel. Available at: http://academic.mintel.com/display/480972/ [Accessed 16 February 2014]. KWAN, K., 2014. Personalized Fitness Gifts (No, We’re Not Saying You Need to Exercise) [online]. Available at: http://www.ivillage.ca/health/fitness/ personalized-fitness-gifts-your-favourite-gym-buff-no-were-not-saying-you-need-to-exercise. [Accessed 04 March 2014].

ANON, 2014. How it Works [online] Dollar Shave Club. Available at: https://www.dollarshaveclub.com/how-it-works [Accessed 28 February]. LAWTON, S., (sophielawton@aol.co.uk) 2014. Glossybox Questions. 04 March 2014. Email to: Romy Litchfield (romyellena07@live.co.uk) ANON, 2014. Programme. [online] The Fit Box. Available at: http://thefitbox.co.uk/programme/ [Accessed 28 February]. LITCHFIELD, R., (romyellena07@live.co.uk) 2014. Glossybox Questions. 02 March 2014. Email to: Sophie Lawton (sophielawton@aol.co.uk) ARTHURS, J., and GRIMSHAW, J., 1999. Women’s Bodies: Discipline and Transgression. London: Cassell. LITCHFIELD, R., (romyellena07@live.co.uk) 2014. Health and Fitness Interview. 24 February. Email to: judithkeys999@hotmail.com AUFREITER, N., UNGERMAN, K., and DALZELL-PAYNE, P., 2013. How to Thrive in the Age of Me-Commerce [online]. Retail Leader. Available at: http:// www.retailleader.com/article-how_to_thrive_in_the_age_of__me_commerce_-6528-part1.html [Accessed 11 March].

LITCHFIELD, R., (romyellena07@live.co.uk) 2014. Health and Fitness Questions. 04 March 2014. Email to: Charlotte Gough (charlotte_gough@ymail. com)

BE:FIT, 2014. Be:Fit Women’s Health and Fitness Festival. [Exhibition open to public, Old Billingsgate, London]. 28 March 2014. LITCHFIELD, R., (romyellena07@live.co.uk) 2014. Oh Comely Questions. 02 March 2014. Email to: Sarah Stothard (sarah.stothard@hotmail.co.uk) BIRESSI, A., and NUNN, H., eds., 2008. The Tabloid Culture Reader. Maidenhead, England; New York: McGraw Hill / Open University Press. BRADSHAW, M., 2014. Vowing to get fit this year? Try giving body-obsessed media a wide birth [online] The Guardian. Available at: http://www. theguardian.com/commentisfree/2014/jan/02/get-fit-this-year-body-obsessed-media [Accessed 22 February].

MAKMANEE, T., 2014. Health-Improving Care Packs [online]. TrendHunter. Available at: http://www.trendhunter.com/trends/care-packs. [Accessed 22 February 2014].

MCQUARRIE, L., 2014. 48 Weird Ways to Work Out [online]. Trend Hunter. Available at: http://www.trendhunter.com/slideshow/weird-ways-to-workout#10 [Accessed 04 March]. MUNDIE, A., 2014. About Blush Box [online] BlushBox. Available at: http://www.blushbox.com/about. [Accessed 28 February].

Front Cover LITCHFIELD, R. 2014. Granola Heart. [Digital Image] Taken on Fujifilm Finepix S2980.

PALAK, P., 2014. Gamified Competitive Cycling Classes. [online] Available at: http://www.trendhunter.com/trends/hyper-competitive-spin-studio. [Accessed 22 February].

Inside front cover HAYNES, J. 2014. Moodboard. [Digital Images] Sourced from: http://www.pinterest.com/ and own photographs.

PHILLIPSON, G., 2014. 2014: The End of the Beginning for Digital advertising [online]. The Drum. Available at: http://www.thedrum.com/opinion/2014/01/14/2014-end-beginning-digital-advertising-iab-ceo-guy-phillipson. [Accessed 11 March].

Editors Letter HAYNES, J. and LITCHFIELD, R. 2014. Editors. [Digital Images].

RAYMOND, M., 2010. The Trend Forecasters Handbook. London: Laurence King Publishing Ltd.

Contents CARROLL, A. 2013. Breakfast. [Digital Image]. Available at: http://eatwelltravelfar.weebly.com/2/post/2014/04/vanilla-yogurt-with-berries-honey.html [Accessed 29 April].

RAYMOND, M., and FIRTH, P., 2013. LS:N Global Trend Briefing: XX Vs. XY. [Lecture open to public, Broadway Cinema]. 23 October. RUBIN, C., 2013. Turning Gyms into Lifestyles Brands [online]. NY Times. Available at: http://www.nytimes.com/2013/02/10/fashion/turning-gyms-into-lifestyle-brands.html?_r=0 [Accessed 22 February]. SANGHANI, R., 2014. Helen Grant MP: Give women the sport they want – even if it’s more Zumba [online] Telegraph. Accessed via: http://www. telegraph.co.uk/women/womens-health/10636527/Sochi-2014-Give-British-women-the-sport-they-want-even-if-its-more-Zumba.html [Accessed 22 February].

Recipes HAYNES, J. 2014. Green Smoothie Preparation. [Digital Images] Taken on Canon Powershot sx50. HAYNES, J. 2014. Pink Oats. [Digital Images] Taken on Canon Powershot sx50. Be:Fit London LITCHFIELD, R. 2014. Be:Fit Research Board. [Digital Images] Taken on Taken on Fujifilm Finepix S2980.

SCHULTE, B., 2014. Why Being too Busy Makes Us Feel So Good [online] Washington Post. Available at: http://www.washingtonpost.com/opinions/ why-being-too-busy-makes-us-feel-so-good/2014/03/14/c098f6c8-9e81-11e3-a050-dc3322a94fa7_story.html [Accessed 06 March].

Walk and Workout LITCHFIELD, R. 2014. Ashridge Walk Moodboard. [Digital Images] Taken on Taken on Fujifilm Finepix S2980.

STOTHARD, S., (sarah.stothard@hotmail.co.uk) 2014. Oh Comely Questions. 04 March 2014. Email to: Romy Litchfield (romyellena07@live.co.uk)

Granola Parcels LITCHFIELD, R. 2014. Granola on paper. [Digital Image] Taken on Fujifilm Finepix S2980. LITCHFIELD, R. 2014. Granola Ingredients Images. [Digital Images] Taken on Fujifilm Finepix S2980.

TEEN VOGUE, 2014. Health and Fitness Tips [online]. Teen Vogue. Available at: http://www.teenvogue.com/beauty/health-fitness [Accessed 22 February].

MAGAZINE REFERENCES

THE DESIGN FORUM, 2014. The Power of Branding [online]. The Design Forum. Available at: https://www.designcouncil.org.uk/news-opinion/power-branding [Last accessed 22nd April 2014]. UNKNOWN, 2014. 5 big visual design trends for 2014 [online] Creative Bloq. Available at: http://www.creativebloq.com/design/visualtrends-2014-11410446 [Accessed 21 April]. UNKNOWN, 2014. Pür [online]. Available at: http://www.brandingidentitydesign.com/pur/#.U1Z5i_0mxg0 [Accessed 22 April]. VOS, T., 2013. Oh Comely’s November Care Package Project [online] Oh Comely. Available at: http://www.ohcomely.co.uk/blog/755 [Accessed 26 February]. WALKER, D., 2014. Novelty Seeking: The Guardian Breaks Routine [online] LS:N Global. Accessed via: https://www.lsnglobal.com/seed/view/8791[Accessed 22 February]. WALMSLEY, A. Mintel Group Ltd., 2013. Sports Participation, September 2013. [online] Mintel. Available at: http://academic.mintel.com/sinatra/oxygen_academic/attachment/id=638262&seq=1 [Accessed 16th February 2014] WOLF, N., 1990. The Beauty Myth. London: Chatto & Windus. WOODWARD, E. 2014. Deliciously Ella [online] Available at: http://deliciouslyella.com/about/ [Accessed 22 February]. WOODWARD, E., (ella@deliciouslyella.com) 2014. We Love Your Food Interview. 23 February. Email to: Jessica Haynes (N0331642@ntu.ac.uk).

Zucchini [Digital Image]. Available at: http://www.grassfedkitchen.com/images/photo/20130624/grassfedkitchen_20130624_03.jpg [Accessed 29 April 2014]. MOLIN, K., 2013. Sunflower Seeds [Digital Image]. Available at: http://thumbs.dreamstime.com/m/sunflower-seeds-187045487.jpg [Accessed 13 April 2014]. Deliciously Ella HAYNES, J. 2014. Deliciously Ella Moodboard [Digital Images] Sources from: http://deliciouslyella.co.uk/ Recipes HAYNES, J. 2014. Soy Stir Fry. [Digital Image] Taken on Canon Powershot sx50 HAYNES, J. 2014. Chocolate Mouse Images. [Digital Images] Taken on Canon Powershot sx50 Rise and Shine CROSSLEY, M., 2013. Morning Tead [Digital Image] Available at: http://farm3.staticflickr.com/2865/10955614165_6065b5309e_c.jpg [Accessed 19 April 2014]. Inside Back Cover HAYNES, J. 2014. Moodboard 2. [Digital Images] Sourced from: http://www.pinterest.com/ and own photographs