Appendixes

Q1. When you shop, do you shop locally?

A1. “I do try my hardest to shop locally, sometimes it is easier to just pop to the supermarket or Primark for a few bits” -A

A2. “Yes, depends what I’m getting but most of the time I will try to go to my local shop, say for example I wanted flowers I would go to my local florist instead of the supermarket” – B

A3. “Yes, I shop locally however I do get a lot of stuff online for convenience” - C

A4. “Not really, I would like to, but I don’t really have the time to look around for nice things” -D

A5. “Yes, it makes me feel much better about what I’m buying as the money is going to someone deserving rather than some millionaire” -E

Q2. Are you more likely to shop locally in the future since COVID-19?

A1. “Yes, I will go out of my way to go into my local shops, I think it is better for the community, I don’t want to see any more businesses closing down, it breaks my heart” - A

A2. “Yes, I am. My friend’s parents own a pub and COVID have really affected their business, they do a lot for the community so I will go out of my way to support them and others in the same situation” - B

A3. “Well I usually order most of my stuff online, I do follow some small businesses on Instagram from people I know who I like to support, but most of the time it will be from the main brands for convivence” - C

A4. “I live in the city centre, so all of the main retailers are on my doorstep, so I usually shop there however there is a local market that I like to visit on a Sunday” - D

A5. “Well I already did in the first place, I’m a student and a lot of the time the prices are better and your supporting someone who will appreciate it a lot more.” – E Q3. How do you feel when purchasing from a small business?

A1. “So good, I have ordered a lot clothes through lockdown and they usually come with little hand written notes saying thank you, so you know they really appreciate it.” – A

A2. “Good, they are always very happy when you’re in their shop and very helpful, it shows they genuinely care not like when you go into the Primark and the workers look like they want to die” – B

A3. “I feel like I’m helping the community, which is important since covid” – C

A4. “I feel like I’ve done something nice and by choosing them I have done something good for the community” - D

A5. “I feel really good, it’s nice to know you are helping someone out and they really apricate it. If it helps them keep their business open, I am more than happy to help.” - E

Q4. If you had the choice would you buy clothes from a local business or from a corporation?

A1. “Obviously a small business, most of them are handmade and a lot of effort has gone into it …. It’s so much nicer getting a parcel from a small business they usually put sweets and daft things in there for you ....The clothes are unique and a lot of the time better quality” -A

A2. “It depends, sometimes I find it hard to find things I like and it’s just a lot easier to just go onto Zara. I would like to but I can’t be bothered sometimes to scroll through pages and pages on Depop and things like that when I know I can find something easier on the main retailers. – B

A3. “I would choose a small business if the quality is just as good, to be honest I would mind even paying a bit more for something as long as it will last, especially if it’s going towards someone who deserves it.” – C

A4. “Depends, I wear a lot of branded clothing in my everyday fashion, but if I saw a nice embroidered sweatshirt online from a small business I wouldn’t hesitate to buy it, sometimes its better because it’s a lot more unique, you can even ask for certain designs so they are very personal. That is something you just can’t get from mainstream brands”. – D

A5. “If the clothes are just as fashionable, I don’t see why not. The only thing that stops me doing it as much as I would like to is the convenience” - E

Q5. Are you more likely to shop with small fashion brands if they are presented in front of you and made more accessible?

A1. “Yes definitely, would make my life a lot easier” – A

A2. “Yeah that is what I struggle with the most, having to actually go out myself and find them” – B

A3. “Definity, it should be made easier, I know a lot of people who want to support small business since covid but they say they can’t find anything they like.” – C

A4. “I would apricate that as sometimes you don’t know who to trust and people always posting warning not to shop there as they scam them out of their money, if you were presented with reputable small business then it takes out the worry of losing your money.” – D

A5. “ Probably, people like to stand out and wear indie brands, if they had them in shops people are more likely to buy them because its not just like your standard Levi’s top, if you go into John Lewis that is all you see, just plain t-shirts with a logo, knowing it has come from a local brand would also be more of an incentive to buy it” - E

Q6. Where would you usually go for high street fashion?

A1. “I like Zara, there is one not too far from me” – A

A2. “I like Topshop, the one near me is really good, with 2 floors” – B A4. “Erm.. River Island, H&M, Urban Outfitters” - D

A5. “I usually shop online but so Asos but I might pop into a Zara or adidas if I’m going past” - E

Do you feel fashion brands could help out with Covid-19 and the recession?

A1. “well when I think about it, I haven’t seen anything…. I know everyone is struggling but some of these brands are more successful than ever, and have actually benefited from the lockdowns, I think they should do something to show that they care and are in solidarity with their customers” – A

A2. “ Yeah, I remember when Notre Dame was on fire, millions of pounds in donations happened instantly all from fashion brands who didn’t really need to help and now when hundreds of thousands of business have closed down you don’t hear a word from them, it’s shocking to be honest they’re probably happy as its more money for them and less competition” - B

A3. “Yeah it would be nice to see something like that, lots of people are struggling and need support.” - C

A4. “Yes! Definitely, I’m actually surprised there hasn’t been. You see brands like Pretty Little Thing offering competitions to win money for people affected by Covid or just who want it, but usually you have to write a sob story and beg to get noticed, its actually quite demoralizing from the brand to put customers in that position and they always do them competitions anyway, it’s just so they get engagement and retweets for self-promotion, they don’t really care at all. ” – D

A5. “It would be nice but what can they do really” - E

Coca-Cola is redirecting nearly $3 million earmarked for advertising to assist those on the front lines of the COVID-19 outbreak. An additional $120 million has been donated, for relief of communities globally (Coca Cola, 2020).

Visa start a campaign ‘Where you shop matters’, a page posting local businesses across the UK, advice for businesses, and advice on how to support your community. (Visa, 2020)

Amazon host a ‘Small Business Spotlight’ event as well as launching Amazon small business accelerator in the UK, helping over 200,000 small businesses. (Amazon, 2020)

Instagram launch a support local feature on their stories (see figure 4)

Facebook Launch an online Christmas Market (see figure 3) as well as launching a grant programme for small businesses of a $100,000,000 (Facebook, 2020)

Asda create Asda Foundation which helps support local communities and give 250 small businesses a rent-free quarter to help ease financial pressure. (Asda, 2020)

2.3

A screenshot from PwC (the worlds second largest proffesional services network) report ‘Business Responce’, demonstrating how companies can react with purpose to Covid-19 relates issues and how it will benifit the brand (PWC, 2020).

APPENDIX 3 Timeline 2030 Large fashion brands create campaign help and supports economic growth in the more de- 1976 –prived areas by mentoring, education, enterprise programmes, small business start-up loans Princes Trust created to help young people 16-30 for a start-up enand job creation. terprise programme, offering loans, training and mentoring to help start their own business. (The Princes Trust, 2020) 2025-

Large fashion brands and small businesses work together to create seamless shopping experience. 2020 UK – The British luxury brand Burberry, is working with footballer Marcus Rashford for a new campaign supporting the creative and business futures of British youth. “ ‘Burberry shared my vision in bettering local communities through investment” – Marcus Rashford.

With governments failing to support societal needs, Burberry is taking the role of a Civic

Brand. (LSN,2020) 2010–

ASOS launches ASOS Marketplace, a place allowing boutiques, vintage collectors, individuals and designers - established or unknown - to trade from their own virtual market stalls to customers across the world. (Milligan, 2010) 2007-

The British Fashion Council creates a grants scheme for small businesses and designers. Harold Tillman CBE

Chairman, British Fashion Council stated the importance of tackling the recession by working together united across the whole fashion industry. (The British Fashion Council and Oxford

Economics, 2007) 1995 Community Clothing launched which has created thousands of jobs in textile and fashion industry, sources its clothing and materials locally. Jobs aim to help restore economic prosperity 30 in some of UK’s most deprived areas. (Community Clothing, 2019)